Sleeping Barber - A Marketing Podcast

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment. This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more. This is a very polarizing episode we hope you enjoy! Our Guest Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/ Hire Value Inc: https://hirevalueinc.com/ Our Hosts Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace SHRM - Most people never complete job applications: https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx Social media has reinvented the way Gen Z finds jobs: https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs Timestamps 0:44 - Intro to Shelley 2:56 - The connection between marketing, brand and talent acquisition 4:54 - Winning the war for talent vs. the race for talent 7:26 - The difference between talent acquisition and HR 11:02 - Recruitment and HR have different incentives 14:37 - How corporate culture influences recruitment 18:54 - Why talent acquisition should live outside of HR (KPMG example) 22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent 25:28 - The skills for success in HR and recruiting are different 26:35 - Abandonment rate in application submissions 28:09 - How unqualified job seekers overload ATS 30:23 - How qualified candidates work around ATS 31:53 - How LinkedIn and Indeed work 34:44 - How great brands like Microsoft manage their talent & database 40:38 - Why candidates need to continuously invest in their personal brand 43:02 - Why the odds of getting a job through an online application are less than 1% 47:44 - The best way to write job descriptions and respond to them 53:16 - The traditional hiring system is broken - why networking is so important 58:54 - The one thing a company can do to fix talent acquisition 1:00:47 - The one thing a candidate can do to improve their odds of getting a job 1:05:38 - The one thing recruiters can do to create a great brand experience 1:07:55 - How to find out more about Shelley 1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands 1:14:07 - Post-Pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss. Enjoy the show. Our Guests ------------ Ben Wise - https://www.linkedin.com/in/benwise1/ Head of Programmatic Media at Google Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/ Head of Programmatic Media, Agency at Google Our Hosts ----------- Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature -------------------- Understanding Programmatic - Think With Google https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ Programmatic analysis tools | BigQuery | Google Cloud https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ The Future of Programmatic Media in 2023 https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023 Google’s new prototype AI tool does the writing for you https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda Timestamps ------------ 0:44 - Introductions 3:25 - What is programmatic media buying? 5:40 - Targeting by Geo, Context, Audience and Private Marketplaces 9:55 - How programmatic media has evolved in Canada 12:01 - What inventory is available to programmatic media in Canada? 15:24 - Opportunities with Connected TV (CTV) 20:36 - How AI enhances media buying and creative placements 24:46 - Bringing programmatic in-house vs hiring agencies 27:40 - The right time & risks with bringing programmatic in-house 31:00 - Replacing people with robots? 33:03 - Performance measurement & attribution models 41:40 - Privacy sandboxes and public concerns 46:03 - Running experiments to create breakthroughs 50:10 - Factors driving programmatic growth and innovation 53:20 - Post-pod with V & Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James. It's an episode you won't want to miss, so sit back, relax, and enjoy the show! Our Guests ------------ JP Castlin - https://www.linkedin.com/in/jpcastlin/ Strategic Management Consultant Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum Speaker James Hankins - https://www.linkedin.com/in/james-cp-hankins/ Global VP Marketing & Strategy Planning @ Sage (ERP) Consulting Strategist @ Vizer Consulting Co-Chair of IPA Share of Search ThinkTank @ IPA Our Hosts ----------- Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature -------------------- Questioning the Growth Dogma: https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991 The Gravity of Ecommerce: https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943? Winning the Final Mile: https://www.marketingweek.com/ecommerce-final-mile/ Evolution of OmniChannel to connected commerce: https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/ Unified Commerce: https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/ JP Creating Cash Flows: https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/ Digital Availability: https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/ The Jevons paradox: https://en.wikipedia.org/wiki/Jevons_paradox Timestamps ---------------- 0:46 - Intro to JP & James 3:10 - The attraction of eCommerce 4:03 - Why profits are elusive in an ecomm businesses 9:57 - Growth at all costs? 12:20 - Digital availability - why digital ads driving ecomm aren’t really ads 18:00 - Why we underestimate the costs of ecomm 22:14 - Ways to increase ecomm profits & effeciency 25:10 - The marketers responsibility to commercial creativity (not just ads) 27:40 - Recovering the margins of digital commerce 36:37 - Can small businesses compete with Amazon? 40:29 - Why so many DTC companies open retail stores 43:19 - Value chain vampires 47:02 - Why ROAS is not an optimal financial metric 49:25 - The problem with hiring marketing specialists 52:40 - Marketers can add value by understanding the business model 58:18 - The strategy behind the vegan sausage roll principle 1:02:03 - How to find out more about JP and James 1:03:50 - The post-pod with V and Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books!  Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development.  Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show.  Our Guest  ---------------------------  Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency  Our Hosts  ---------------------------  Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts:  Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/  Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠  Podcast Literature:  ---------------------------  Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠  Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠  Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠  Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠  How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠  PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠  Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠  Timestamps:  ---------------------------  0:44 - Intro to Yasmeen  2:18 - What is product marketing 5:46 - How does the role of a product marketer differ from regular marketers  10:55 - How brand and product marketers can work together  13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle  16:02 - Why market research is so important  20:19 - Humility is a key skill for product development  22:35 - The most common mistakes product marketers make  25:34 - The importance of a community in product development  27:25 - Getting leadership buy-in with the go-to-market plan  29:45 - What happens if the baby (product) is ugly?  34:17 - Differentiation vs. Distinctiveness - what matters?  39:01 - Repositioning existing products  43:04 - How to craft a positioning statement  47:32 - How do you manage priorities when things are moving so fast?  51:54 - Post-Pod with V & Marc  Where to listen  ---------------------------  Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324  Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber

This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.  We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."  Enjoy the show.  Our Guest  ---------------------------  Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst  Global Lead - Brand Thought Leadership @ Ipsos  Our Hosts  ---------------------------  Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠  Get in touch with our hosts:  Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠  Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠  Podcast Literature:  ---------------------------  Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251  Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full  Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/   LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer   Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠  Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html    Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515  Timestamps:  ---------------------------  0:44 - Emmanuel Probst Intro  2:14 - Assemblage, an analogy between wine making and brand building   6:35 - Why brand managers need to co-create with customers  9:18 - CoCreation example: Vaseline #Slugging  13:02 - Monitoring brand signals and separating the noise  17:04 - What brand managers can learn from the James Bond franchise   21:02 - Bud Light’s missteps and road to recovery  28:55 - Many new marketing leaders make this same mistake   34:11 - Brands can’t just make a promise, they have to deliver the experience  36:54 - Brand purpose vs. personal relevance   40:02 - Building for brand longevity  44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t  51:37 - The skills needed to be a great master blender for brands  55:09 - Post Pod with V & Marc    Where to listen ---------------------------  Apple Podcasts: ⁠https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324⁠  Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠  Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber

The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is.  Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show.  Our Guests  ---------------------------  Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML  Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor  Our Hosts  ---------------------------  Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠  Get in touch with our hosts:  Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠  Podcast Literature:  ---------------------------  Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4  Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI  AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies  How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity  Timestamps:  ---------------------------  0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce  1:39 - AI is will not be the death of humanity  2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI)  6:18 - What’s creating the hype for AI  8:01 - How UX is fueling adoption  10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search  16:27 - What sectors can’t use AI?  19:30 - Why are some companies aren’t going all in on AI  24:25 - The intersection of a company’s Big Data and Machine Learning (ML)  25:48 - The challenge of the ChatGPT hype cycle  32:21 - What are the risks to enterprises and how to mitigate them  39:50 - How Unbounce uses AI for landing page conversion rates  42:49 - How AltaML uses AI for clients and what they’re looking for in partners  46:55 - The new job opportunities with AI  49:00 - Sylvester.AI: A use case for monitoring cat health  51:50 - How intrapreneurs can use AI to help their company innovate  1:04:10 - Post Pod with V and Marc  Where to listen  ---------------------------  Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber

Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity. Enjoy the episode! ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ ________________ Sources Why Personas are more important than ever https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/ The customer persona is dead! https://business.adobe.com/blog/basics/the-customer-persona-is-dead-long-live-the-customer-profile SEM Rush https://www.semrush.com/blog/market-research-guide/  7 Common Mistakes in Building Marketing Personas https://rockcontent.com/blog/buyer-personas-mistakes/ Ditching marketing personas for Marketing Science https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0  Only crap marketers mistake stereotypes for market segments https://www.marketingweek.com/mark-ritson-stereotypes-segmentation/ Personas are worthless for marketing https://articles.data.blog/2021/06/16/matt-lerner-says-personas-are-worthless-for-marketing/ B2B category entry points https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/b2bi-cepinb2b-final.pdf ________________ Timestamps 0:49 - Setting up the theme - Do personas still make sense?  6:03 - What is a marketing persona, and how to create one?  8:07 - What is the point or value of a persona?  9:30 - Do you have to use demos, behaviours and gender to create personas?  12:39 - Do you always need a persona for an effective targeting strategy? 15:45 - Marketing personas versus buyer needs 20:30 - The importance of targeting personas that represent a segment 22:14 - The key to making a persona useful 23:10 - How the persona can become strategic for a business 28:57 - Do you need personas for in every stage of a company’s lifecycle? 31:51 - How many personas are too many?  33:00 - Connecting personas to strategic business objectives 34:05 - The 5 dangers of personas 40:32 - To persona or not to persona? 43:47 - Personas in B2B  46:18 - The takeaways on personas ____________ Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data. Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more. ____________ Our Guest: Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/ IDEO Profile: https://www.ideo.com/people/jennifer-riel ____________ Literature Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/ IDEO Shopping Cart: https://www.youtube.com/watch?v=M66ZU2PCIcM&t=95s HBR: When to Switch Strategy: https://hbr.org/2021/02/when-to-switch-strategy-in-a-crisis Good Strategy, Bad Strategy Summary: https://jlzych.com/2018/06/27/notes-from-good-strategy-bad-strategy/ How to evaluate corporate strategy: https://hbr.org/1963/07/how-to-evaluate-corporate-strategy  Blue Ocean Strategy v. Playing To Win: https://rogermartin.medium.com/blue-ocean-strategy-playing-to-win-f0efb83cc608 Design Thinking V. Playing to Win: https://rogermartin.medium.com/strategy-design-thinking-faf6b787160b ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠ Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠ ___________ Timestamps: 0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO 2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?   8:42 - The power of testing and learning 10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy  13:45 - The 4 “always on” lenses for monitoring your strategy  20:15 - Why historical data isn’t enough to monitor your strategy 23:55 - How to change investor obsession with short term results 26:58 - What is strategy and how it fits with Design Thinking 31:13 - How to diagnose bad strategy 35:19 - Why annual strategic planning is important 39:11 - How to make strategic choices during a crisis a BlackBerry case study 43:55 - When should you change strategic direction 46:30 - Early warning indicators to help signal strategic changes  51:30 - Strategic pivots in response to temporary vs. permanent change 55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs 59:14 - Is it really better to have a poor strategy, well executed?  1:01:55 - Pod-pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

Avinash Kaushik, Chief Strategy Officer at Croud, discusses the importance of choosing the right KPIs and avoiding vanity metrics in marketing. They explore the concept of incrementality and its value in justifying marketing budgets. They also emphasize the need for experimentation, collaboration, and measuring the incremental value of advertising dollars. Additionally, they discuss the significance of giving marketers additional budget to explore new ideas and strategies.

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more. We hope you enjoy the show! ____________ Our Guest: Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/ ____________ Literature Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0 The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355 Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/ Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0 ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠ Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠ ___________ Timestamps: 0:50 - Intro to Brent Adamson 3:15 - The evolution of B2B Sales & Marketing  7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value   48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate  53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠ Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠ Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠ Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠