Sleeping Barber - A Marketing Podcast

Have we come full circle? The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion. We hope you enjoy this episode! ____________ Our Guest: Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/ Follow Westwood One: https://www.linkedin.com/company/westwoodone/ ____________ Literature: https://www.linkedin.com/in/pierrebouvard/ https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/  https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet  https://www.statista.com/statistics/431478/time-spent-media-canada-media/ ____________ 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: 0:48 - Intro to Pierre 3:03 - Why major broadcasters are converting from radio to audio  5:29 - Where traditional media stands today in the media landscape 10:20 - Mass reach with radio is not an oxymoron 13:34 - The problem with media planners  18:08 - The expanding universe of audio advertising 24:49 - Capturing attention in the car 27:02 - Portable People Meters (PPM) - measuring media audiences 29:45 - Radio is becoming visual in connected cars 34:10 - Heatmapping listener driving patterns 38:20 - Speed of reach 41:49 - Why campaign effectiveness increases with media diversity 43:25 - Is the 3 frequency still accurate?  53:20 - Distinctive assets & the keys to sonic brands 57:23 - Did we forget how advertising works?  1:03:35 - Tips for effective audio creative 1:07:03 - Why more messages in an ad is a bad idea 1:09:48 - How to find out more about Pierre 1:11:31 - 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

Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers. On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses. We hope you enjoy this episode and gain valuable insights into this crucial marketing approach. ____________ 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 https://clearbit.com/blog/what-is-lead-enrichment https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/ https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/ https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/ https://www.cience.com/blog/intent-based-marketing  https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data ________________ Timestamps 0:45 - Show Intro 2:27 - The need to deliver short-term results 3:24 - Defining intent-based marketing 4:30 - The benefits of intent marketing  6:55 - Performance marketing impact on budgets and demographics 8:55 - Sources of intent data 10:48 - Zero-party data 11:38 - Misinterpreting digital data 13:30 - Can digital activity be separated from real intent signals? 15:31 - Why your organization should define its own intent signals 20:04 - How surveys can help clarify buyer intent 21:35 - Airbnb as an example of using buyer intent to design a buyer experience 24:20 - Knowing your role in the customer’s complete buying journey 26:40 - When performance marketing meets branding  29:10 - Intent, channels and content … Oh my 34:45 - The trouble with gated content 36:09 - Challenges with intent data 38:27 - Offline sources of intent data 43:37 - Content as a limitation of performance marketing 47:30 - The problem of mass personalization  52:00 - Past purchase vs. recency and frequency of intent 54:56 - What did we learn today ____________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

On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So, relax and enjoy this insightful episode! _______________ Our Guest Follow Carol Shmygol: https://www.linkedin.com/in/carolshmygol/ ____________ 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 0:45 - Intro to Carol Shmygol  3:06 - The draw of marketing  4:40 - Starting out in a male-dominant industry 7:04 - Advice Carol would give to her younger self 9:32 - Why its important to love what you do 11:52 - Do trends like TikTok and ChatGPT matter? 15:13 - A more beautiful question 17:55 - The battle between digital and traditional  21:30 - Learning the fundamentals of marketing 26:20 - How culture can be a catalyst for brand building 31:26 - Educating an executive team about brand building  33:49 - Why briefs are so important and the keys to writing a good one  40:23 - Brand side or agency side - ideas and advice 42:54 - Managing the demands between short term results and long term impact 47:05 - The importance of the right research 48:38 - Should you react to competitors or ignore them?  52:22 - Is advertising a strong or a weak force?  55:44 - Building relationships to extend the CMO lifespan 58:43 - Expanding your business language & acumen 1:02:40 - Post-pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠ https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685 Spotify: ⁠ https://spotify.link/cmykzT8Aoyb Google Podcasts: ⁠ https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw/episode/YjM3ZDYzOWUtNDU3OC00NDgyLTllODAtZjM0MTA1MzEwNjg1?sa=X&ved=0CAQQ8qgGahcKEwiApozvuvH9AhUAAAAAHQAAAAAQAg

This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel.  With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion!  Enjoy the show. ________________ Our Guest Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/  Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/ Visit Jenni's Website: http://www.jenniromaniuk.com/ ____________ 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/ ________________ Literature Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143 ________________ Timestamps 0:55 - Intro to Jenni 2:27 - Why did you write this book now? 6:00 - B2B or B2C - Who will benefit from this book? 8:44 - Why people often hate their brand trackers 11:15 - Some metrics don’t need to be tracked 15:14 - Brand rejection: why you don’t need to track all metrics all the time 20:00 - Loyalty, where’s the evidence? 23:22 - Does it really cost 5x more to make a customer than keep one? 25:47 - Why the Laws of Marketing are important to your brand health tracking 29:03 - Do the laws apply to B2B and B2C? 30:16 - Why your brand’s user profiles should match the category 33:41 - The trouble with differentiation 36:08 - The laws of marketing in subscription v. repertoire markets 38:55 - Is the AIDA Funnel really valuable? 42:50 - What and when is brand awareness useful? 48:32 - Brand tracker tip #1: Design for the category 49:43 - Brand tracker tip #2: Analyze for the buyer 50:44 - Brand tracker tip #1: Report for the brand 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall 57:50 - Post-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/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW

In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company. During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance of purpose and how it can be a critical driver of success in marketing, and explore the nuances of ROAS and ROI.  So, be sure to tune in and join us for this great episode! ____________ Our Guest: Follow Tom Roach: https://www.linkedin.com/in/tom-roach-5b468026/ Follow JellyFish: https://www.linkedin.com/company/jellyfishglobal/ Tom's Blog: https://thetomroach.com/ ____________ 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/ ____________ Literature and Links: Why Advertising Will Never Die: https://thetomroach.com/2022/06/06/why-advertising-will-never-die/ Modern Marketing Myopia is Losing Perspective: https://thetomroach.com/2021/05/01/modern-marketing-myopia-is-marketing-losing-perspective/ The Most Valuable Business Tool Ever Invented: https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/ Most Marketing is Bad Because it Ignores the Most Basic Data: https://thetomroach.com/2020/11/10/most-marketing-is-bad-because-it-ignores-the-most-basic-data/ The Stupidity of Sameness and the Value of Difference: https://thetomroach.com/2020/11/09/the-stupidity-of-sameness-and-the-value-of-difference/ Beware of ROAS, ROIs Dangerous Digital Twin: https://thetomroach.com/2022/10/22/beware-of-roas-rois-dangerous-digital-twin/ ____________ Timestamps 0:47 - Intro 2:43 - Is there value in advertising? 6:05 - Are Superbowl ads worth the cost? 8:12 - Advertising as a strong force vs. a weak force 13:40 - Why the pendulum is swinging back to brand from performance advertising 18:03 - Amazon is one of the worlds largest advertisers.Is Tesla next? 22:03 - Open letter to CMOs - the value of brand building 27:39 - The different levers of brand building 30:31 - Bothism and balance in short and long-term marketing 32:43 - Difference vs. Differentiation - are they the same? 38:57 - Is differentiation sustainable? 41:13 - Purpose 43:15 - When purpose works 47:14 - ROI and it's evil twin ROAS 54:18 - How and what to consider for brand measurement 59:49 - More about Tom 1:02:03 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyf

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it. Enjoy the show. ____________ Our Guest: Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/. Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/. Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/ Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926 ____________ 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 0:41 - Introduction 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation. 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power? 6:35 - Inflation has been steady for so many years. What is the effect on consumers? 8:27 - What are the main causes of inflation? Are there commonalities? 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction? 13:34 - The implications of inflation. 16:10 - How problematic is it for companies to navigate this new economic climate? 18:20 - Communicating value during inflation 20:30 - How are professional services affected during inflation? 23:30 - Customers' willingness to pay for professional services. 25:20 - Profits = price x volume - costs and phantom profit. 27:10 - What is phantom profit? 29:45 - Price fluctuation, not just at the pumps. 33:00 - Should organizations manage prices like they do at gas pumps? 34:00 - Are there mechanisms that organizations should think about when increasing prices? 36:30 - Why is there a lag in salary increases? What should companies do? 38:35 - What is the time lag for salary increases? 40:00 - Should the organization increase pricing gradually? Or go all in? 41:19 - Maintaining pricing agility 42:30 - What are some pricing strategies people can follow in this climate? 48:00 - Can marketers take advantage of pricing power? 49:50 - What kind of messaging can marketers focus on driving pricing power? 52:00 - Bundling. The inflation silver bullet? 55:45 - What can the sales force do during inflationary periods? 57:14 - Hermann’s advice to CEOs 59:32 - Post-Pod discussion ____________ 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

In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, and we had a lot of fun recording it.  So, sit back, relax, and enjoy the show! ____________ Our Guest: Follow Mary Kyriakidi on LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/ Mary's Brandberries Author Website: https://www.thebrandberries.com/author/mary-kyriakidi/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Modern Marketing Dilemmas Series: What Role Does Brand Play in The Consumer Decision Journey: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-what-role-does-brand-play-in-the-consumer-decision-journey How should marketers stand up to recession? https://www.kantar.com/north-america/inspiration/brands/modern-marketing-dilemmas-how-should-marketers-stand-up-to-recession  Where does performance marketing meet brand building? https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-where-does-performance-marketing-meet-brand-building  ____________ Timestamps: 0:43 - Intro 2:28 - Mary’s 2022 Wish. 4:28 - The consensus around mental and physical availability for driving growth. 6:15 - The role of triggers - equity, experience, activation. 10:25 - Are all stages created equally through the eyes of the consumer? 11:45 - Equity and the relationship of annual recurring revenue 13:20 - Equity, Experience and activation vs. other models. 17:12 - Mental availability and the customer experience. 20:15 - Experience design and brands and how does it live holistically within organizations 22:21 - The happiest place on earth? Marc’s Disney experience. 25:26 - Designing experiences for your business 26:40 - Can brands sell the same products but win by differentiating on customer experience? 31:28 - Sampling products and the ability to drive long-term revenue. 32:23 - Can you increase the purchase frequency of a brand by designing an experience? 36:35 - Should marketing teams be involved in building brand experiences across departments? 41:00 - Distinctiveness and brands. 43:30 - Branding is a shortcut for the brain. 44:40 - Does re-branding happen too often? 48:10 - The influence of meaning, salience, and difference 54:30 - The evolution of marketing 55:46 - Mary’s wish for 2023 58:00 - Post-pod with Marc and V ____________ 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 © 2023 Sleeping Barber

Happy New Year, everyone!  We are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang! For our first episode of 2023, we welcome Andrea Belk Olson, CEO of Pragmadik, speaker, customer-centricity expert and author of What to Ask: Finding out what Your customers want and why it matters. We discuss why organizations struggle with being truly customer-centric, the 3W ideation framework, and so much more!  We hope you enjoy the show. ____________ Our Guest: Follow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/ Personal Website: https://www.andreabelkolson.com/ Company Website: https://www.pragmadik.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Developing a Customer-Centric Strategy: https://www.linkedin.com/pulse/developing-customer-centric-strategy-andrea-belk-olson-msc/ Andrea's Book: https://www.amazon.ca/What-Ask-Learn-Customers-Need/dp/1637740778/ref=asc_df_1637740778/ ____________ Timestamps: 0:42 - Intro 1:30 - Peter Drucker and Lawrence Abbot 2:00 - Why Do Organizations Struggle with Truly Being Customer Centric 5:42 - Reframing customer centricity 6:40 - Customer Personas, are they useful? 8:20 - What do marketers need to be doing differently to understand better a customer's needs 10:50 - NPS, Jobs to be done, how do these factor into customer centricity? 14:43 - Rational and emotional satisfaction 16:50 - NPS can be misleading 18:00 - Jobs to be done, category entry points, and the milkshake story 22:10 - The 3W ideation process 24:14 - About a customer, for a customer and from a customer 27:05 - How can organizations self-assess if they are genuine customer-centric 33:45 - A deep dive into the 3W ideation process 44:40 - How long does the 3W process typically take? 47:40 - How do you link and test ideas for revenue? 50:00 - What is getting you excited about 2023? 55:40 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/4v0kaM3... Google Podcasts: https://podcasts.google.com/feed/aHR0... YouTube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire. Seasons greetings to all our listeners! We are looking forward to 2023.  ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:46 - Show Intro 2:14 - Mary Kyriakidi customers are serial adulterers 5:10 - Chris Walker B2B and B2C customers are more similar than we’d like to believe 7:05 - Nicole Hartnett media reach is more important than frequency 8:12 - Roger Martin, the relentless focus on the consumer 10:26 - Roger Martin disruption is not an equal opportunity event 11:40 - Jennifer Riel creates great choices by falling in love with ideas that aren’t ours 14:50 - Dave Bunce why marketers need to learn the language of finance 18:34 - Hermann Simon Profit = Price x Volume - Costs 25:22 - Sandeep Dayal, the ethics of marketing 28:24 - Orlando Wood and Jon Evans broad-beam attention 30:14 - Jon Mowatt creating emotional video content for the context of consumption 31:25 - Ty Heath, Faisal Sidiqqui and Ian Barnard performance branding on big or small budgets 31:56 - Tom Goodwin challenging the trends & creating innovative pilot projects 36:22 - Dan White, the importance of continuous learning for your marketing career 39:22 - Where the Sleeping Barber’s name came from ____________ Where to Listen Apple Podcasts: https://podcasts.apple.com/us/podcast...  Spotify: https://open.spotify.com/show/4v0kaM3...  Google Podcasts: https://podcasts.google.com/feed/aHR0...   Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2022 Sleeping Barber

Episode 19 is here, and it's a good one!  We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book.   This is a thought-provoking episode that you should make time for.  Enjoy the show! ____________ Our Guest: Follow Tom Goodwin: https://www.linkedin.com/in/tomfgoodwin/ Company Website: https://www.allwehaveisnow.co/ Personal Website: https://www.tomgoodwin.co/  The Edge: https://www.euronews.com/next/next-series/the-edge ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Surviving A Mass Extinction Event in The Corporate World: https://mackinstitute.wharton.upenn.edu/2019/surviving-a-mass-extinction-event-corporate-world/ For All The Talk of Change, Things Haven't Changed That Much: https://www.linkedin.com/posts/tomfgoodwin_for-all-the-talk-of-change-things-have-activity-6986720297160744960-V41T/ Tom's Book: https://www.amazon.ca/Digital-Darwinism-Surviving-Business-Disruption/dp/1398601926/ ____________ Timestamps: 0:46 - Intro to Tom 3:00 - Why are annual trends popular? 5:04 - Why don’t trends change very much over time? 7:19 - Nowism 9:47 - Why do we get sucked into trends 13:04 - Is there any truth to the unprecedented disruption argument? 15:22 - The gulf between trends and innovation 18:23 - Most companies don’t have to change 21:26 - The frustration with trends 22:55 - Why ideas die 26:03 - What we should learn from the past revolutions 29:27 - We haven’t taken advantage of what already exists 31:18 - What are companies getting wrong about digital transformation 33:45 - Leading change through pilot projects 35:29 - Getting digital transformation right 39:00 - Why McDonalds is one of the best digital transformation case studies 42:22 - Marketers need to share insights outside of marketing 48:36 - Why we struggle with customer centricity 51:10 - What is the opportunity for digital transformation in B2B? 53:08 - Why VC funding is getting it wrong 57:30 - Companies getting it right with trends 59:11 - How to learn more about Tom 1:00:11 - Post-Pod with V and Marc