The Marketing Book Podcast

The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David Scott Duncan About the Book: A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them? Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them. To crack the case, start thinking like a market detective. David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back. The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.” They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy. Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face. About the Author: David Scott Duncan is a managing director at the strategy and innovation consultancy Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. He is a leading authority on the theory and application of “jobs to be done,” with extensive experience conducting market investigations around the world. David is the co-author of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the late Harvard Business School professor Clayton Christensen. Prior to joining Innosight, he worked as a consultant at McKinsey & Company, earned a Ph.D. in physics from Harvard University, and an undergraduate degree in philosophy from Duke University. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/secret-lives-customers-david-duncan

ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds and Became a Threat to Democracy by Bob Hoffman About the Book: In 2017, Bob Hoffman wrote BadMen: How Advertising Went from a Minor Annoyance to a Major Menace. It was selected as Best Of Marketing, 2017 by The Drum. Five years later Bob revisits advertising’s tracking-based online advertising industry and finds it far more corrupt and dangerous than ever. In ADSCAM: How Online Advertising Gave Birth to One of History’s Greatest Frauds and Became a Threat to Democracy, Bob concludes that the tracking-based online advertising industry is “a criminal racket of epic proportions. It is a giant worldwide scam – organized crime at a global scale that has been normalized by involving virtually every major corporation, every pretty-sounding trade organization, and the entire advertising, marketing, and digital media industry." About the Author: Bob Hoffman is the author of five Amazon #1-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing. His books include BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, Marketers Are From Mars, Consumers Are From New Jersey, Advertising for Skeptics, and Laughing at Advertising, all of which have been featured on The Marketing Book Podcast. He is the creator of the popular Ad Contrarian blog, named one of the world's most influential marketing and advertising blogs by Business Insider. Bob was the CEO of two independent agencies and the U.S. operation of an international agency. Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. And, interesting fact – In his youth, he responded to an employment ad and was hired to be a writer of adult fiction. He lasted one day at that job. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/adscam-bob-hoffman

Friction: Adding Value By Making People Work for It by Soon Yu and Dave Birss About the Book: Friction isn't something to be avoided. Successful businesses not only understand the difference between good and bad friction but also know how to EMBRACE A DOSE of good friction to create greater value. You'll learn how to leverage good friction to generate adrenaline, dopamine, oxytocin, serotonin, and endorphins to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity. About the Author: Soon Yu is an international speaker and bestselling author on innovation and design and branding who has been featured in The New York Times, The Wall Street Journal, The Washington Post, and Entrepreneur. His previous book, Iconic Advantage (featured on episode 161 of The Marketing Book Podcast) won a gold medal award from Axiom Business. Soon most recently served as Global VP of Innovation at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. Prior to that, he worked for Bain and Company, The Clorox Company, and Chiquita Brands, and he was also the founder and CEO of numerous venture-backed startups. He frequently guest lectures at Stanford University, where he received his MBA, and was a former adjunct professor at Parsons School of Design. And, interesting fact – he was once the lead singer in an Asian funk band! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/friction-soon-yu

The Sales MBA: How to Influence Corporate Buyers by Douglas Cole About the Book: Contrary to many predictions, there is a growing demand for highly skilled sales jobs in the modern economy. Whether you're a salesperson or a knowledge worker, knowing how to influence corporate buyers has become a critical skill. But most sales books tend to be narrow and prescriptive. They focus only on tactics and tools rather than principles and mindset that can redefine your approach. This is a different kind of sales book. In plain and direct language, the author shows what it means to become a Strategist, a Change Agent, and a Decision Architect. Referencing the most important research and a wide assortment of field experiences, The Sales MBA explains how companies compete, how organizations evolve, and how people decide. Whether you sell to companies or lead others who do, this book will strengthen your credibility as a trusted advisor. About the Author: Douglas Cole is a sales leader at LinkedIn and adviser with startup accelerators in Canada and the United States, and a part-time university lecturer at the Rotman School of Management and the Schulich Executive Education Center in Toronto. Over more than 20 years in consulting and sales, he has sold tens of millions of dollars and software-as-a-service and advisory work. He holds an MBA from the Wharton School, a Master's degree in International Studies from the Lauder Institute at the University of Pennsylvania, a Master's degree in English Literature, and a Bachelor's degree in Political Science and English Literature, all from the University of Toronto. And, interesting fact – He is a big fan of the Hello Kitty brand! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/sales-mba-douglas-cole

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut About the Book: Increase engagement, response rates, and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing, and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand-out and successful marketing-especially for marketers in highly regulated or highly competitive environments. About the Author: Getting people to take action is what Nancy Harhut is all about. Her specialty is blending creativity with decision science to prompt response. A frequent speaker at industry conferences, Nancy has shared her passion with audiences worldwide including in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US. Along the way, she's been named a Top 40 Digital Strategist, a Top 100 Creative Influencer, a Social Top 50 Email Marketing Leader, and one of The 10 Most Fascinating People in B2B Marketing. Prior to co-founding HBT Marketing in Boston, Nancy held senior creative management positions with Hill Holliday, Mullen, and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness. And, interesting fact – she plays the accordion! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/using-behavioral-science-marketing-nancy-harhut

The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster by Ulli Applebaum About the Book: The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1,200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings. After reading the book you will be able to: Understand the secrets behind successful brand positionings Identify and use the 26 proven success triggers for brand perception Apply a simple and proven brand positioning methodology that actually works Create brands that are attractive, sustaining, and compelling The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning. The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies. This book is the right choice for you, if: You are working in a marketing department or a marketing agency You are studying or teaching marketing You are looking for a proven framework for creating compelling brand positioning You are about to position or re-position a brand for success in the marketplace The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops. The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas! About the Author: Ulli Appelbaum is an award-winning marketing and brand strategy consultant. He has held senior strategy roles in Europe and the US at some of the leading advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before starting his own brand research and strategy firm First The Trousers Then The Shoes Inc. He has contributed to 7 Effies awards for marketing effectiveness and an Advertising Research Federation Ogilvy award for Excellence in Research and his insights and strategies have helped build brands including Wrigley, Mars, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, Unilever, Hallmark, Symantec, Siemens, and Land O Lakes. He is also the creator of the “Positioning Development Method Cards” and “Aha!, The Ultimate Insight Generation Toolkit”, which help marketers think smarter. He has blogged extensively for the Huffington Post, is a contributor to various trade publications in the US and Europe, and was a member of the Practitioner Council of the American Marketing Association. And, interesting fact – He lives in Minneapolis, was born in Germany, lived in Africa his first 10 years, and then lived in Brussells and moved back to Germany when he was 25! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-positioning-workbook-ulli-appelbaum

Put Your Ass Where Your Heart Wants to Be by Steven Pressfield About the Book: Are you losing your "war of art"? Are you being defeated by a tendency to procrastination, self-doubt, fear, distraction, and perfectionism? Are you self-sabotaging your loftiest artistic entrepreneurial dreams? The antidote is nine words: Put your ass where your heart wants to be. Can you shift your artistic identity—your "ass"—from the shallow, fearful, superficial ego to the wise, loving, fearless self? Can you commit to your dream for the long haul and for keeps? In this book, best-selling author Steven Pressfield delivers the tough-love inspiration to help you make this life-altering transformation. About the Author: Steven Pressfield is the author of The War of Art which has sold over a million copies globally and been translated into multiple languages. He is a master of historical fiction with Gates of Fire being on the required reading list at West Point and the recommended reading list of the Joint Chiefs. His other books include A Man at Arms, Turning Pro, Do the Work, The Artist's Journey, Tides of War, The Legend of Bagger Vance, Last of the Amazons, Virtues of War, The Afghan Campaign, Killing Rommel, The Profession, The Lion's Gate, The Warrior Ethos, The Authentic Swing, An American Jew, Nobody Wants to Read Your Sh*t, and The Knowledge. He is a graduate of Duke University and is a veteran of the United States Marine Corps. And, interesting facts – he wrote for 27 years before he got his first novel published (The Legend of Bagger Vance). During that time he worked 21 different jobs in eleven states. The jobs included advertising copywriter, schoolteacher, tractor-trailer driver, bartender, oilfield roustabout, an attendant in a mental hospital, fruit–picking migrant worker, and Hollywood screenwriter. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/put-ass-where-heart-wants-steven-pressfield

Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics by Jim Everhart About the Book: This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company’s employees, on average, are unaware of or do not understand its strategy. Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company’s marketing program to its business strategy. It’s based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. About the Author: Jim Everhart is a strategist and writer, who works with corporations and agencies to develop marketing communications tactics and campaigns. He spent more than four decades in the marketing industry, most of it at Godfrey Advertising, one of the largest business-to-business marketing agencies in the United States. He played a leadership role at Godfrey in marketing strategy, technology development, and creative implementation, rising to the position of vice president and creative director. And, interesting fact - he was once a reporter with the Associated Press, ran track in college, and to this day remains a distance runner! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-vision-jim-everhart

The Things We Love: How Our Passions Connect Us and Make Us Who We Are by Aaron Ahuvia About the Book: A revealing investigation of the secret, tangled emotional relationships people have with things—drawing on cutting-edge findings from the fields of psychology, neuroscience, and marketing. Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, furniture, and even nature itself. If you're like most people, at some point in your life you've found yourself indulging in a love affair with something that brings you immense joy, comfort, or fulfillment. Why is it that we so often feel an intense passion for objects? What does this tendency tell us about ourselves and our society? In The Things We Love, Dr. Aaron Ahuvia presents astonishing discoveries that prove we are far less “rational” than we think when it comes to our possessions and hobbies. In fact, we have passionate relationships with the things we love, and these relationships are driven by influences deep within our culture and our biology. Some of our passions are sudden, obsessive, and fleeting; others are devoted and lifelong affairs. Some turn dark: we become hoarders or would prefer to destroy certain objects rather than let anyone else own them. And as technology improves, becoming increasingly addictive, one wonders: might our lives become so dominated by our emotional ties to things that we lose interest in other people? Packed with fascinating case studies, scientific analysis, and takeaways for living in a modern and ever-so-material world, The Things We Love offers a truly original and insightful look into our love for inanimate objects — and how better understanding these relationships can enrich and improve our lives. About the Author: Dr. Aaron Ahuvia is a professor of marketing at the University of Michigan–Dearborn College of Business and the most widely published and cited academic expert on noninterpersonal love including brand love. He is also a leading expert on how our happiness is influenced by money and materialism. He has been ranked 22 in the world for research impact on consumer behavior and ranked in the top 2% of all scientists in the world across all disciplines by an independent study from Stanford University. Professor Ahuvia studied philosophy at the University of Michigan before getting a Ph.D. in marketing from Northwestern University’s Kellogg School of Management. From there he became a professor at the University of Michigan’s Ross School of Business and then a Full Professor at the College of Business on UM’s Dearborn Campus Dr. Ahuvia also holds an appointment as a Professor at the University of Michigan Penny W. Stamps School of Art & Design. Dr. Ahuvia has over 100 publications and presentations. He does research, teaches, and consults for governments, nonprofits, and corporations around the world. He has presented research or consulted for Google, L'Oréal S.A., Samsung, Maybelline New York, Procter & Gamble, Audi, General Motors, Microsoft, Ford, Chrysler, and Herman Miller, among others. And, interesting fact – he was once a guest on the Oprah Winfrey TV Show! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/things-we-love-aaron-ahuvia

Evolutionary Ideas: Unlocking Ancient Innovation To Solve Tomorrow’s Challenges by Sam Tatam About the Book: When faced with new challenges, it’s easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake? In Evolutionary Ideas, Sam Tatam shows how behavioral science and evolutionary psychology can help us solve tomorrow’s challenges, not by divining something the world has never seen, but by borrowing from yesterday’s solutions – often in the most unexpected ways. Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers, and advertisers have toiled to solve many of the problems you face today. Over time, through intent, design, social learning, and sheer luck, we have found what works. Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly. In the same way, Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further). You’ll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine. These are Evolutionary Ideas. Exploring five of the most critical challenges we face today, we learn how to ‘breed’ more effective solutions from those that have survived. The result is a dynamic and exciting way of solving problems and supercharging creativity – for anyone in any endeavor. About the Author: Sam Tatam is the Global Head of Behavioural Science at Ogilvy. His passion is understanding human behavior, and his experience comes from organizational /industrial psychology and advertising strategy. From New York to Nairobi, Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world's most influential brands and organizations. And, interesting fact – the first draft of this book to his publisher contained a typo - in the headline! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/evolutionary-ideas-sam-tatam