Jon Evans - A big and small brand CMO - critical differences and learnings that make for superior marketing - S3 Ep27

Brain hurt scale = 4/10. We've all heard examples of a big brand CMO starting their own business or going to work for a smaller company and it usually ends in tears. Exposed naked, without the halo effect of a big brand, including operational processes and agency support, it can be a confronting, reality-check experience at best. And a complete disaster at worst. 

So ,any marketers just stick in their lane. If they start in one sector, they tend to stick to it. If they work at a large brand, they tend to continue seeking roles at similar firms. Vary rarely do they move into completely different environments. But what's lost, is this opportunity to test their own assumptions and uncover marketing first-principles.

I'm a personal fan of Jon's podcast, the Uncensored CMO. And we've had a few LinkedIn chats over the years. But when I found out about his own personal experience where he transitioned as the CMO of a large CPG/FMCG firm to the first and only marketing hire at a small regional juice company - the story was so fascinating I just had to get it recorded. 

And as we go deep into Jon's career experiences, what washes out of this discussion is pure gold. 

It's an easy listen and entertaining story. But hidden throughout for the keen listener, are critical pieces of wisdom that any practicing marketer could benefit from.

What barbed nicknames do Ritson and Byron Sharp give each other?

What are the key differences between big brand CMO vs small brand CMOs - What three key points can large brand CMO’s take away from small brand experiences.

How did he adapt from a $7 million budget and a team of 50 - to $0 and a team of just one. 

How did he turn around a situation where he lost 15-20% of his buyers almost overnight. 

What do marketing novices and world-class experts have in common

Why was he literally blowing-up fruit with explosive charges? 

What's the story behind how he started his podcast and how it got to be one of the biggest marketing podcasts in the world.

What is the new product System 1 are releasing that could be a game changer

How we can use emotional tests to predict future behavior

What are the three reasons why everyone hates marketers?

Questions...questions...questions...so many questions.

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