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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing strategy advisor, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: 2024
Jul 12, 2024

Chaotic Change: Embracing Chaos to Drive Innovation and Growth by Nicholas Webb

ABOUT THE BOOK:

Chaotic Change is designed to be a comprehensive guide for leaders, innovators, and change-makers navigating the complexities of the modern business landscape. 

Through personal anecdotes, case studies, and practical strategies, this book provides a roadmap for managing chaotic change—a process that drives and sustains innovation. 

From grasping the dynamics of strategic excellence to fostering a culture of happiness and clarity within organizations, each section builds on the next, offering a holistic approach to change management. 

Get started on this journey, equipped with the knowledge, tools, and mindset to thrive amidst chaotic change.

ABOUT THE AUTHOR:

Nicholas Webb is a best-selling author, a keynote speaker on innovation, healthcare, future trends, and customer experience, and the CEO of LeaderLogic a management consulting firm that works with some of the top brands in the world.  

Nicholas began his career as a technologist creating award-winning innovations in healthcare, consumer, and industrial technologies. He has been awarded over 40 Patents by the U.S. Patent Office for various technologies. 

Nick's books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away, and Happy Work: How To Create A Culture Of Happiness, all of which have been featured on The Marketing Book Podcast.  

Nick is also the Producer and Host of the Award-winning Documentary Film, “The Healthcare Cure”, which was released in 2021 and won the Sedona International Film Festival’s “Audience Choice Award” for Most Impactful Film.

And, interesting fact – Nick Webb and the host of The Marketing Book Podcast are both extremely proud parents of paramedics!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/chaotic-change-nick-webb

Jul 5, 2024

Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson 

ABOUT THE BOOK:

You don't have a brand—whether it's for a company or a product—until you have a name.

The name is one of the first, longest-lasting, and most important decisions in defining the identity of a company, product, or service.

But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.

Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:

  • What makes a good (and bad) name
  • The step-by-step process professional namers use
  • How to generate hundreds of name ideas
  • The secrets of whittling the list down to a finalist

The most complete and detailed book about naming your brand, Brand Naming includes insider anecdotes, tired trends, brand origin stories, and busted myths.

Whether you need a great name for a new company or product or want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

ABOUT THE AUTHOR:

Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. 

Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. 

His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.

Rob was recently on The Marketing Book Podcast (episode 482) to discuss the 6th Edition of Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding which he co-authored with Alina Wheeler.

Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider

And, interesting fact – Rob Meyerson was NOT consulted by Elon Musk for naming advice when renaming Twitter to X!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/brand-naming-rob-meyerson

Jun 28, 2024

The Road To Hell: How Purposeful Business Leads To Bad Marketing And A Worse World And How Human Creativity Is The Way Out by Nick Asbury

ABOUT THE BOOK:

The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008.

Guided by the mantra 'do well by doing good', businesses embraced a social purpose agenda that sought to align doing good for society with doing well in the marketplace.

According to author Nick Asbury, the result has been a wave of humorless and hubristic advertising and a spiral of worse social outcomes, as businesses wade into issues beyond their remit while neglecting their real ethical responsibilities.

Diving into examples including Bud Light, Patagonia, Cadbury, and Unilever, Nick Asbury builds a compelling case against purpose - covering what it is, where it came from, how it leads to worse marketing, and how it leads to worse social outcomes.

As a positive alternative, he makes the case for creativity, cognitive empathy, and valuing the human over the corporate.

Amid the fierce and topical debate about purpose and corporate politics, The Road to Hell is a sharp and entertaining intervention, shedding light on how we got here - and where we go next.

ABOUT THE AUTHOR:

Nick Asbury is a creative writer, corporate purpose critic, poet, songsmith, humorist, and one-half of Asbury & Asbury UK. 

His other works include Perpetual Disappointments Diary (a demotivational journal of despair), A Smile in the Mind, Realtime Notes (3.5 years of fast poems described by critic John Self as 'the best chronicle of the 21st century), and appearances in books including The Copy Book: How Some Of The Best Advertising Writers In The World Write Their Advertising

And, interesting fact - he writes tin pan alley music!
  
Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/road-hell-nick-asbury

Jun 21, 2024

Blue Goldfish 2.0: 8 Ways to Leverage AI and Data for Customer Loyalty & Marketing Innovation by Stan Phelps and Chuck Gallagher

ABOUT THE BOOK:

In an era where AI transforms the landscape of customer engagement, Blue Goldfish 2.0 emerges as the essential guide for businesses aiming to lead through innovation. 

This updated second edition shines a spotlight on the power of AI, data, and analytics, featuring over 400 case studies that exemplify how companies are elevating the customer experience.

The New Frontier of Competitive Advantage

As customer experience solidifies its position as the ultimate battleground for differentiation, the quest for a competitive edge becomes more challenging. 

Echoing the wisdom of former GE CEO Jack Welch, the book emphasizes that true advantage lies in learning about customers more rapidly and effectively than competitors and translating these insights into swift, decisive action.

Blue Goldfish 2.0 presents a compelling argument that the fusion of knowledge and agility is no longer just aspirational; with AI, it's entirely achievable. 

This edition delves deep into how artificial intelligence, coupled with the strategic use of data and analytics, can catapult a business into unparalleled customer connection and market dominance.

The Core Principles: The 3 R's & The 8 Types of Blue Goldfish

At the heart of Blue Goldfish 2.0 are the foundational 3 R's:

  1. Relationship: Crafting personalization at scale.
  2. Responsiveness: Acting with speed and precision.
  3. Readiness: Anticipating customer needs before they arise.

Expanding upon these principles, the book outlines eight innovative ways businesses can harness technology, data, and AI. These eight types of Blue Goldfish showcase diverse strategies for leveraging cutting-edge tools to transform insights into impactful actions.

Are You Ready to Dive Into the Blue?

Whether you're looking to refine your approach to customer service, overhaul your data strategy, or fully integrate AI into your operations, Blue Goldfish 2.0 offers a treasure trove of examples, techniques, and insights.

It challenges readers to ask themselves, "What's my Blue Goldfish?"—inviting businesses of all sizes to explore how they can use info-sense to distinguish themselves in a crowded marketplace.

Dive into Blue Goldfish 2.0 to discover how to turn the dual levers of knowledge and agility into a sustainable competitive advantage, ensuring your place at the forefront of the customer experience revolution.

ABOUT THE AUTHOR:

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/blue-goldfish-2-stan-phelps

Jun 14, 2024

Presentation Ready: Improve Your Sales Presentation Outcomes and Avoid the Twelve Most Common Mistakes by Terri Sjodin 

ABOUT THE BOOK:

When it comes down to a pivotal business or sales presentation, if it doesn’t move you forward, you have got to figure out why and change it.

How do you sell, persuade, or move people to action? A vital element in creating influence in today’s market is the ability to build and deliver a thought-provoking presentation. From elevator speeches to formal sales presentations, you can craft a more compelling message.

Most people want to improve their presentations but don’t know where to start―and that can be costly. That is where this book can help. 

Terri Sjodin has done the heavy lifting and eliminated the guesswork by providing specific solutions to guide you through the process of crafting an improved presentation to use at your very next meeting (in-person, virtually, or in a hybrid environment). 

She shares the results of her multi-year research project―which identified twelve common sales presentation mistakes that may cost an individual the win, the deal, or the opportunity―and shows how to avoid them. 

Why focus on mistakes? Because you can’t improve what you don’t recognize as a problem.

Presentation Ready is divided into three sections: building your case, leveraging creativity, and honing your delivery. Each chapter explores a specific presentation mistake―why it happens, and why it’s damaging, and includes practical tips on how to correct it. 

You may laugh or cringe at some of these confessions, stories, and observations, but they are all true. The solutions will ultimately help you course-correct to save yourself time, increase your earning potential, reduce stress, and gain greater confidence for future presentations. 

You will learn vicariously through the experiences of others, and use that edge to transform your presentations almost overnight.

ABOUT THE AUTHOR:

Terri Sjodin is one of America’s leading experts on persuasive presentations, a bestselling author, an award-winning speaker, a popular LinkedIn Learning Instructor, and the Founder of Sjodin Communications, a public speaking, sales training, and consulting firm.

Her clients have included Fortune 500 companies, small businesses, national sales teams, industry associations, and even members of Congress. She is a frequent guest on television talk shows and networks including The Today Show, Bloomberg, CNN, and CNBC.

Her previous book, Small Message, Big Impact, hit the New York Times, USA Today, and Wall Street Journal bestseller lists.

And, interesting fact – she is a proud graduate of San Diego State Univeristy, home of the fighting Aztecs!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/presentation-ready-terri-sjodin

Jun 7, 2024

Lean Marketing: More leads. More profit. Less marketing. by Allan Dib

ABOUT THE BOOK:

Bigger Results with Less Marketing

You keep being told to do more marketing — more complex, more aggressive, and more expensive marketing.

Chasing the latest bright, shiny object is exhausting. Increased efforts keep leading to disappointment. The overwhelm for entrepreneurs, marketers, and business leaders is real. 

There’s a better way.
 
The lean movement has transformed manufacturing and is now revolutionizing marketing. Small, medium, and large businesses are getting bigger and better results with less marketing.

In this book, you’ll discover:

  • Why many existing marketing techniques have stopped working and what to do instead.
  • The exact tools and tactics you need to build a devastatingly effective marketing system.
  • How to win with a simple, structured, and systemized approach rather than failing with random acts of marketing.
  • How to pivot from bloated, ineffective, and wasteful marketing activities to ones that compel prospects to take action.
  • How to create a strong product-market fit so that your target market intensely desires what you have to offer.
  • How to do marketing you’ll be proud of that works without hype, scams, or pressure.
  • How to build a strong brand that creates goodwill and attracts ideal customers.

Lean Marketing is a follow-up to the international bestselling phenomenon, The 1-Page Marketing Plan.

Stop trying to outshout the other guy. 

Stop blunt-force conventional marketing tactics that annoy, interrupt, and repel. 

Stop wasting time with theoretical claptrap that doesn’t work in the real world.

Get immediate traction by implementing lean marketing.

ABOUT THE AUTHOR:

Allan Dib is a serial entrepreneur, rebellious marketer, and technology expert.

He is the author of the bestselling book The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd which was featured on episode 186 of The Marketing Book Podcast in 2018

He has started and grown multiple businesses in various industries including IT, telecommunications, and marketing.

Allan grew his telecommunications business from a startup to being named by Business Review Weekly (BRW) four years later as one of Australia's fastest-growing companies – earning a spot in the coveted BRW Fast 100 list.

And, interesting fact - the movie that never fails to make him laugh no matter how many times he's watched it is Office Space

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/lean-marketing-allan-dib

 

May 31, 2024

Inside the Black Box: How Marketers Waste Billions in Online Advertising by Bob Hoffman 

ABOUT THE BOOK:

In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this - perhaps in the hundreds of billions - will be completely wasted.

Not for the usual reason - their advertising stinks - but for another, darker reason. They have been cheated, conned, and robbed.

It has been clear for about a decade that a great deal of online advertising is crooked. It is a black box. Money goes in and nobody knows what comes out.

Between ad fraud, made for advertising sites, hidden middleman fees, crooked publishers, unreliable data, unreliable reports, viewability issues, click fraud, false attribution, consumer inattention, and the utter lack of transparency, advertisers are being fucked blind.

The book should be of particular value to executives (like CEOs and CFOs) who cross their fingers and hope their marketing people know what they're talking about (Spoiler alert: They don't.)

It's also for marketing people who believe their suppliers give them accurate information (Spoiler alert: They don’t.)

It's also for media buyers who think they know what they're buying (Spoiler alert: They don't.)

It is written in simple English, so you don't have to be a tech-head to get it.

And, best of all – the book is free!  

ABOUT THE AUTHOR:

Bob Hoffman is the author of several best-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing.

His books include:

  • Marketing Stinx
  • ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy 
  • Advertising for Skeptics
  • Laughing at Advertising
  • BadMen: How Advertising Went From A Minor Annoyance To A Major Menace AND
  • Marketers Are From Mars, Consumers Are From New Jersey

... 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 – he is now a member of a VERY exclusive club with 3 other authors - The Marketing Book Podcast 7-Timers Club!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/inside-black-box-bob-hoffman 

May 29, 2024

Dear listeners, all good things must come to an end so I’m making this short announcement to let you know that I’m going to stop producing The Marketing Book Podcast and happily fade away from the world of marketing and sales.

Have a listen to why I'm bowing out from what has been a lot of fun for me and what's next!

May 24, 2024

The Content Entrepreneur: Critical Strategies to Accelerate Your Success As a Content Creator by Joe Pulizzi and Friends

ABOUT THE BOOK:

From “The Godfather of Content Marketing” comes business-changing insights from 33 experts on the proven way to build a content business.

In this comprehensive guide for serious content creators, you’ll find critical strategies to accelerate your success as you move from content creator to content entrepreneur.

The Content Entrepreneur walks you through the entire content creation process, showing you how to:

  • Start and set up your content business
  • How to choose your content niche and platform
  • Which technology to choose (including leveraging AI)
  • Strategies to build and keep a loyal audience
  • How to repurpose your content
  • Create a marketing plan for the long run
  • Generate multiple forms of revenue
  • Plan for long-term growth
  • Set the right goals for your business and family situation

This comprehensive guide includes over 40 chapters from 33 of the leading content experts on the planet ranging from audience building to revenue generation.

The authors of this book have “been there, done that” and share their years of experience to help you become the content entrepreneur you’ve always dreamed of.

ABOUT THE AUTHOR:

Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.

Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. 

He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose.

His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states.

And, interesting fact – he is now a member of a VERY exclusive club - The Marketing Book Podcast 7-Timers Club!
 
Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/content-entrepreneur-joe-pulizzi 

May 17, 2024

Social Media Explained 3.0: Marketing Success in the AI Era by Mark Schaefer 

ABOUT THE BOOK:

In this third and completely revised edition of his classic book, bestselling author and college educator Mark Schaefer explains why many marketers are "sleepwalking" through the social media world because they haven't kept up with new consumer trends. 

Schaefer untangles the world's least understood business practices in his easy-to-understand personal style.

Social Media Explained 3.0 is perfect for the busy executive, business owner, entrepreneur, or student who needs a quick and simple explanation of "what to do." 

The book provides insights into how social media fits into the modern marketing eco-system, including:

  • How social media strategy has dramatically changed. In fact, it's not a strategy at all!
  • Unique insights into the role of content, engagement, and timing
  • Practical ideas to initiate and measure a paid strategy
  • The growing impact of AI on social media effectiveness
  • Insights into measuring results
  • Case studies illustrating social media success
  • Answers to the biggest questions about measurement, organization, and budgeting

This is your marketing path forward. This is Social Media Explained.

ABOUT THE AUTHOR:

Mark Schaefer is among the world's most recognized marketing authorities, a global keynote speaker, college educator, marketing consultant, podcast host, and author. 

Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides Consulting Services through Schaefer Marketing Solutions. He specializes in marketing training and strategy with clients as diverse as Dell, Johnson & Johnson, Adidas, and the US Air Force. 

He has advanced degrees in marketing and organizational development and is a faculty member of The Graduate Studies program at Rutgers University. A career highlight was studying under Peter Drucker while Mark earned his MBA.

And, interesting fact – this is Mark’s 10th book interview on The Marketing Book Podcast, more than any of the over 350 authors who have been guests on the show!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/social-media-explained-3-mark-schaefer

May 10, 2024

The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon

ABOUT THE BOOK:

Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation. 

However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.

Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients. 

Packed with real-life stories and insights, this book reveals how-to approaches for:

  • Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution
  • Removing friction from the buying processes through the alignment of selling and marketing efforts
  • Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships

The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.

ABOUT THE AUTHOR:

Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.

She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment.

Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft.

Alisha is also the host of the Account-Based Marketing podcast, is a regular contributor to Forbes, and is a speaker on growth topics.

And, interesting fact - she is living in the 4th house she designed herself!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/abm-effect-alisha-lyndon

May 7, 2024

They Ask You Answer: Ein Revolutionär Simpler Ansatz Für Mehr Erfolg In Vertrieb Und Marketing, Angepasst An Die Digitalen Konsumenten Von Heute

ABOUT THE BOOK

This is the German-language edition of the bestseller "They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer" by Marcus Sheridan, featured on episode 258 of The Marketing Book Podcast in 2019.

This interview starts in English and then is in German.

ABOUT THE AUTHOR

René Neubach is the founder of Content Glory. Born and raised in Vienna René has spent the last 25 years in different areas of digital marketing before joining the pharmaceutical industry in various marketing positions both in Europe and globally. 

For the last ten years, René has worked as a consultant and business coach, focusing on developing content strategies for his clients and coaching marketing and salespeople to implement these strategies and tactics in their companies successfully. 
 
ABOUT THE GUEST HOST

Torsten Herrmann is a digital marketing consultant and Managing Director of the online marketing consultancy Chain Relations GmbH in Frankfurt and Leipzig. 

Chain Relations is a digital marketing agency specializing in online lead generation and demand generation in B2B industries. 

For over 25 years, he has supported B2B companies of all sizes in developing and optimizing their marketing and sales strategies. 

He hosts the German-language podcast “Lasst die Kunden Kommen,” which is the same name as his business novel about inbound marketing and account-based marketing.

 

May 3, 2024

Public Speaking with Confidence: How to Overcome Anxiety and Deliver Unforgettable Presentations by Philipp Humm

ABOUT THE BOOK:

You’ve probably tried to speak in public a few times before. Maybe your heart started racing, you had difficulty breathing, or you forgot what you wanted to say. You've tried a few different strategies, but nothing has worked. It sucks, right?

Philipp Humm knows the struggle you’re going through right now.

For years, speaking in public was the single thing he was most afraid of.

Until he discovered the techniques you’re about to learn.

In this book, you’ll master the techniques that have helped him overcome his fear of public speaking and feel excited to speak in public.

They are the same techniques he used to prepare for his TEDx talk, which he’s taught in his workshops with companies including Google, Oracle, ASICS, Visa, Salesforce, Metlife, and EON.

Some of the exercises are a bit unconventional. Some are weird. But they’re also the most effective in helping you feel confident about speaking in public.

In this step-by-step guide, you’ll discover how to:

  • Give fewer f*cks about what other people think of you
  • Structure your presentations following an effective 9-step process
  • Turn any boring speech into a captivating performance
  • Rehearse your presentation like a professional actor
  • Get yourself into the zone with a powerful 10-minute warm-up routine

The techniques you’re about to learn have changed Philipp Humms’ life, and they’ve turned thousands of his clients into charismatic speakers.

They will help you:

  • Get promoted faster
  • Become the trusted expert in your industry
  • Close more deals
  • Teach and mentor others

Be the most interesting person to talk to, overcome your anxiety, and feel excited to speak in public!

ABOUT THE AUTHOR:

Philipp Humm is on a mission to help professionals worldwide reach their full potential through confident, authentic, impactful communication.

He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond. His clients include Google, Visa, and Oracle, to name a few. 

Before his speaking career took off, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone. 

He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York City while earning his MBA at Columbia University.

His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization.

He is also the author of The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales which was featured on episode 463 of The Marketing Book Podcast in 2023.

And, interesting fact - according to page 18 of his previous book The StorySelling Method, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.”

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/public-speaking-confidence-philipp-humm

 

Apr 26, 2024

The Customer Copernicus: How to be Customer-Led by Charlie Dawson and Seán Meehan

ABOUT THE BOOK:

Some companies are great for customers – they care and change whole markets to work better for the customers they serve.

Think of Amazon, easyJet and Sky. They make things easier and improve what matters – obvious, surely?

They have also enjoyed huge business success, growing and making plenty of money.

The Customer Copernicus answers the following question: if it’s obvious and attractive, why is it so rare?

And then it answers a second question because Tesco, O2, and Wells Fargo were like this once. Why, having mastered it, would you ever stop?

Because all three did, and two ended up in court.

The Customer Copernicus explains how to become and how to stay customer-led.

Essential reading for leaders and teams who want their organizations to stay competitive by developing a more purposeful and innovative culture.

ABOUT THE AUTHOR:

Charlie Dawson is the founder of The Foundation, a London-based consultancy established in 1999 to help organizations become customer-led to generate more decisive and sustained commercial success. He started his career in advertising.

And, interesting fact - he earned an engineering degree from The University of Cambridge!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/customer-copernicus-charlie-dawson

Apr 19, 2024

The Unsold Mindset: Redefining What It Means to Sell by Colin Coggins & Garrett Brown

ABOUT THE BOOK:

This Wall Street Journal bestseller is captivating readers of Adam Grant, Dan Pink, and James Clear and has been called "a life-changing book as much about life as it is about selling."

What if the greatest salespeople on the planet are the opposite of who you think they are?
 
Everyone sells, every day. It's why the most successful people are so good at selling themselves, their ideas, or their products.

Yet when people hear the word "sales" they think of some version of the overly confident, manipulative, "don't-take-no-for-an-answer" stereotype. 

Because of these misperceptions, when they find themselves in a situation where they need to sell, they feel compelled to put on the persona of a "good salesperson." 

But there's a disconnect between who we think good salespeople are and who they actually are. In any room, they're not the most self-confident, they're the most self-aware.

They're not the most sociable, they're the most socially aware. And they don't succeed despite obstacles, they succeed because of obstacles.
 
Colin Coggins & Garrett Brown sought out some of the most successful people from all walks of life, including CEOs, entrepreneurs, doctors, trial lawyers, professional athletes, agents, military leaders, artists, engineers, and countless others in between in hopes of understanding why they're so extraordinary. 

They found that as different as all these incredible people were, they all had an eerily similar approach to selling. It didn't matter if they were perceived as optimists or pessimists, logical or emotional, introverted or extraverted, jovial or stoic - they were all unsold on what it meant to sell and unsold on who people expected them to be.
 
The Unsold Mindset reveals a counterintuitive approach to not just selling, but life. 

This book is not about "building rapport," "objection handling," or "trial closes." It's a journey toward an entirely new mindset — because the greatest sellers on the planet aren't successful because of what they do, they're successful because of what they think.
 
Being a good person and a good salesperson aren't mutually exclusive. The Unsold Mindset will change the way you think about selling and the way you think about yourself.

ABOUT THE AUTHORS:

Colin Coggins and Garrett Brown are long-time sales leaders, practitioners, teachers, and best friends. They met at software startup Bitium, which they helped lead to an acquisition by Google. 

They teach the popular course they created, "Sales Mindset for Entrepreneurs," at the University of Southern California's Marshall School of Business.

They are also investors, corporate advisors, and co-founders of Agency18, a firm that helps mission-driven companies adopt the Unsold Mindset. 

Sought after as keynote speakers and guest lecturers, they love connecting with audiences from diverse industries, professions, and backgrounds and showing them that it's possible to successfully sell without being someone you're not.

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/unsold-mindset-coggins-brown

Apr 12, 2024

Immersion: The Science of the Extraordinary and the Source of Happiness by Paul Zak

ABOUT THE BOOK:

No one raves about boring movies, bland customer service experiences, or sleep-inducing classes. 

The world is rapidly transforming into an experience economy as people increasingly crave extraordinary experiences.

Experience designers, marketers, entertainment producers, and retailers have long sought to fill this craving. 

Now, there’s a scientific formula to consistently create extraordinary experiences. 

The data shows that those who use this formula increase the impact of experiences tenfold.

Creating the extraordinary used to be extraordinarily hard. Immersion offers a framework for transforming nearly any situation from ordinary to extraordinary. 

Based on twenty years of neuroscience research from his lab and innumerable client applications, Dr. Paul J. Zak explains why brains crave the extraordinary. 

Clear instructions and examples show readers exactly how to create amazing experiences for customers, prospects, employees, audiences, and learners.

You can guess if your experience will be extraordinary—or you can apply the insights from Immersion to ensure it is.

ABOUT THE AUTHOR:

Dr. Paul J. Zak is a Professor of economics, psychology, and management at Claremont Graduate University and is one of the most cited scientists with over 200 published papers and more than 20,000 citations to his research. 

Paul’s two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea. 

Along the way, he helped start several interdisciplinary fields including neuroeconomics, neuromanagement, and neuromarketing. 

His other books include Trust Factor: The Science of Creating High-Performance Companies and The Moral Molecule: How Trust Works.

Paul is also a four-time tech entrepreneur; his current company, Immersion Neuroscience, is a software platform that allows anyone to measure what the brain loves in real time to improve outcomes in entertainment, education and training, advertising, and live events. 

He frequently appears in the media in such places as Good Morning America, Dr. Phil, Fox & Friends, ABC Evening News, and his work has been reported in The New York Times, The Wall Street Journal, USA Today, Time, The Economist, Scientific American, Fast Company, Forbes and many other publications.

And interesting facts – he met his wife on a flight from Cincinnati to LA, he served as a relationship expert on the Dr Phil show and ABC’s hit TV show The Bachelor, and he created a Valentine's Day experiment for NBC's Today Show!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/immersion-paul-zak

 

Apr 5, 2024

Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding 6th Edition by Alina Wheeler and Rob Meyerson

ABOUT THE BOOK:

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.

It’s harder than ever to be the brand of choice―in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless.

Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.

The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today.

This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands.

With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives.

Organized into three sections―brand fundamentals, process basics, and case studies―this revised edition includes:

  • Over 100 branding subjects, checklists, tools, and diagrams
  • More than 50 all-new case studies that describe goals, processes, strategies, solutions, and results
  • New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing
  • Additional examples of the best/most important branding and design work of the past few years
  • Over 700 illustrations of brand touchpoints
  • More than 400 quotes from branding experts, CEOs, and design gurus

Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource.

From research to brand strategy, design execution to launch and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration.

ABOUT THE AUTHOR:

Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. 

Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. 

His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.

An experienced namer, Rob is the author of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service.

Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider

And, interesting fact – he’s 6 feet 5 inches tall! 

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/designing-brand-identity-rob-meyerson

 

Mar 29, 2024

B2B Social Selling Strategy: Connect with Customers, Build Relationships, and Drive Sales by Julie Atherton

ABOUT THE BOOK:

Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals.

For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting.

Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement.

B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers, and measuring success against objectives and KPIs.

Featuring original research, case studies, and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers, and create a social selling culture.

Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy.

Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing, and social media professionals.

ABOUT THE AUTHOR:

Julie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder. 

A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth.

Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector.

She is also the author of Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement which was featured on episode 477 of the Marketing Book Podcast. Her books are widely used by PR, marketing and sales professionals, and universities.

And, interesting fact – she is not the Julie Atherton who is the British actress, singer and director!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/b2b-social-selling-strategy-julie-atherton

Mar 22, 2024

MKTG STINX by Bob Hoffman

ABOUT THE BOOK:

From the Author – "There have been thousands of books and articles extolling the virtues of marketing and advertising. But I don't think there has ever been one about how stupid and wasteful most of it is.

Well, now there is."

ABOUT THE AUTHOR:

Bob Hoffman is the author of several best-selling books about advertising. He is also among the most sought-after international speakers on advertising and marketing.

His books include, ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy, Advertising for Skeptics, Laughing at Advertising, BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, and Marketers Are From Mars, Consumers Are From New Jersey – 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 a want 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/mktg-stinx-bob-hoffman

 

Mar 15, 2024

The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It by Allen Weiss and Debbie MacInnis

ABOUT THE BOOK:

From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace.

Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service-oriented. 

Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. 

While this sounds like common sense, shockingly few organizations actually conduct business this way.

Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. 

In The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. 

This focus on customer benefits will teach organizations:

  • What market they are in (or could be operating in)
  • How customers perceive their brand (and that of their competitors) in terms of benefits
  • The most effective way to segment a market and position a brand in terms of benefits
  • How to deliver benefits throughout the customer journey
  • How a focus on benefits facilitates growth

Evidence-based, integrated, and simple, this innovative approach can be applied to all markets—and ensures that any brand can deliver the benefits its customers truly want.

ABOUT THE AUTHOR:

Allen Weiss, PhD, is the founder and CEO of MarketingProfs, LLC, the largest B2B marketing training, consulting, and event company dedicated to helping large organizations, teams, and individuals execute marketing campaigns that drive actual results. 

He is also a consultant, conference speaker, and Emeritus Professor at USC. Dr. Weiss has developed a rigorous process for benefit positioning in his consulting with global technology companies. 

His work can be seen in tech brands including Intel and Texas Instruments, and categories like banks and insurance companies. 

And, interesting facts - he has an engineering degree and was in a band that opened for major recording acts like Lynyrd Skynyrd Bonnie Raitt, and Kenny Loggins!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/brand-benefits-playbook-allen-weiss

Mar 8, 2024

Organic Social Media: How to Build Flourishing Online Communities by Jenny Li Fowler

ABOUT THE BOOK:

Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. 

Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement.

In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. 

Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms.

Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. 

Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management, and content discovery. 

Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. 

With this book, social media managers will future-proof the online presence of any organization.

ABOUT THE AUTHOR:

Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT).

She is in charge of developing and executing Institute-wide social media initiatives and campaigns and provides social media consultation and direction for more than 250 departments, labs, and centers. 

She also manages MIT’s flagship X, Facebook, Instagram, LinkedIn, Threads and TikTok accounts. 

Before MIT, she served as Social Media Manager and Web Editor for the Harvard Kennedy School of Government. 

And, interesting fact – earlier in her career she was a TV reporter and news anchor! 

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/organic-social-media-jenny-li-fowler

 

Mar 1, 2024

Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement by Julie Atherton 

ABOUT THE BOOK:

Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and the latest developments.

Integrated marketing and PR strategies are a requirement for all businesses. However, with the explosion of social media and content marketing, many organizations still struggle to know which channels to invest in and how to maximize their impact.

Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering, and measuring social media's contribution to your business through:

  • Identifying and targeting audience segments
  • Maximizing social search
  • Enhanced reputation management
  • Managing a diversified influencer portfolio
  • Selecting the right channels for organic and paid social
  • Creating a process and structure to improve efficiencies
  • Using appropriate technology including AI

With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers, and brands including TUI, Greggs, Lego, Ryan Air, and National Geographic.

Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

ABOUT THE AUTHOR:

Julie is the founder of the social media transformation advisory and marketing consultancy Small Wonder. 

A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth.

Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector.

She is also the author of B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales and her books are widely used by PR, marketing and sales professionals, and universities.

And, interesting fact – she once went paragliding in the Alps!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/social-media-strategy-julie-atherton

 

Feb 23, 2024

The Perfect Story: How to Tell Stories that Inform, Influence, and Inspire by Karen Eber

ABOUT THE BOOK:

Learn how to take any story and make it perfect—from storytelling expert Karen Eber, whose popular TED Talk on the subject continues to be a source of inspiration for millions.

What makes a story perfect? How do you tell the perfect story for any occasion?

We live in a story world. Stories are a memorable and engaging way to differentiate yourself, build connection and trust, create new thinking, bring meaning to data, and even influence decision-making. But how do you turn a good story into a great story that informs, influences, and inspires?

In The Perfect Story, Karen Eber—leadership consultant, professional keynote storyteller, and TED speaker—shares the science of storytelling to teach you to:

  • Leverage the Five Factory Settings of the Brain to hack the art of storytelling
  • Build a toolkit of endless story ideas
  • Define the audience for your story
  • Apply a memorable story structure
  • Engage senses and emotions
  • Tell stories with data
  • Avoid common storytelling mistakes
  • Use your body to tell dynamic stories
  • Ensure your story doesn't manipulate
  • Navigate and embrace the vulnerability of storytelling

Without relying on complicated models or one-size-fits-all prescriptions, this book makes storytelling accessible with practical and impactful steps for anyone to tell the perfect story for any occasion.

Through interview vignettes, The Perfect Story also shares approaches from different storytellers, including the Sundance Institute cofounder, an executive producer of The Moth, the former creative director at Pixar, the TED Radio Hour podcast host, and many more.

Whether you are leading a team, giving a presentation, hosting a podcast, selling a product or service, interviewing for a job, or giving a toast at a wedding, The Perfect Story will help you take your stories and make them perfect.

ABOUT THE AUTHOR:

Karen Eber is a bestselling author, international consultant, and keynote speaker. Her TED Talk: 'How Your Brain Responds To Stories – And Why They’re Crucial For Leaders,' continues to be a source of inspiration for millions. 

Karen was previously a Head of Culture, Chief Learning Officer, and Head of Leadership Development at General Electric and Deloitte. 

As the CEO and Chief Storyteller of Eber Leadership Group, Karen helps companies build leaders, teams, and culture one story at a time, working with Fortune 500 companies like General Electric, Microsoft, Kraft Heinz, Facebook, and the Big 4 Consulting Companies. 

She guest lectures at universities including the London School of Business, Stanford, and MIT, and is a frequent contributor to publications like Fast Company, Business Insider, TED, Forbes, Inc, and Entrepreneur.

And, interesting fact – she has one brown eye and one green eye!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/perfect-story-karen-eber

Feb 16, 2024

Second Skin: Tales and Truths from the Mosh Pit of Life by Jason Miller 

ABOUT THE BOOK:

Second Skin is a raw and unfiltered memoir that thrusts you into the author’s turbulent journey of self-discovery toward becoming a leading voice in B2B digital marketing. 

Battling mental health demons, grappling with the “what the fuck am I gonna do?” dilemma, and narrowly avoiding getting swallowed by life’s uncertainties. 

Amid adversity, heavy metal emerges as their saving grace, providing an outlet for their pain and a glimmer of hope amidst the darkness.

This gripping narrative unfolds against the backdrop of a crumbling music industry, where the author encounters amusing anecdotes that shed light on just how screwed up the music business can be. 

As the industry crumbles around them, the author encounters hilarious anecdotes that expose the absurdity of it all. 

With a devil-may-care attitude and a cockeyed plan for reinvention, they dive headfirst into the wild world of B2B marketing, merging heavy metal madness with marketing brilliance.

Brace yourself for a fast and furious tale that explores the depths of mental health struggles, celebrates the triumph of embracing passion, and leaves you howling with laughter at the sheer fuckery of the business. 

Get ready for a wild ride that proves you can rock your way through the darkest times and come out stronger, louder, and more resilient. 

This is a metalhead’s journey of becoming.

ABOUT THE AUTHOR:

Jason Miller is a digital B2B marketer who has held senior marketing roles at LinkedIn, Marketo, and Active Campaign. 

Before entering the B2B space, he spent 10 years at Sony Music developing and executing marketing campaigns around the biggest names in music.  

He is a popular keynote speaker, digital marketing instructor at the University of California, Berkeley, and best-selling author of Welcome To The Funnel: Proven Tactics To Turn Your Social Media And Content Marketing Up To 11, which was featured on episode 28 of The Marketing Book Podcast in 2015. 

Also an accomplished rock photographer, Jason photographs the world's biggest rock stars on stages across Europe and the US. He has shot more than 1 million photos, interviewed thousands of musicians, and documented and published his work in the limited edition book Down In Front. His photos have been featured in Vive Le Rock magazine and on album covers of diverse artists from Warrior Soul to the comeback album of Pop Princess Tiffany. 

And, interesting fact – he is NOT the Jason Miller who is the author of Sex, Sorcery, and Spirit: The Secrets of Erotic Magic!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/second-skin-jason-miller 

Feb 9, 2024

The AI Playbook: Mastering the Rare Art of Machine Learning Deployment by Eric Siegel 

ABOUT THE BOOK:

In his bestselling first book, Eric Siegel explained how machine learning works. Now, in The AI Playbook, he shows how to capitalize on it.

The greatest tool is the hardest to use. Machine learning is the world's most important general-purpose technology—but it's notoriously difficult to launch. 

Outside Big Tech and a handful of other leading companies, machine learning initiatives routinely fail to deploy, never realizing value. 

What's missing? A specialized business practice suitable for wide adoption. 

In The AI Playbook, bestselling author Eric Siegel presents the gold-standard, six-step practice for ushering machine learning projects from conception to deployment. 

He illustrates the practice with stories of success and of failure, including revealing case studies from UPS, FICO, and prominent dot-coms. 

This disciplined approach serves both sides: It empowers business professionals, and it establishes a sorely needed strategic framework for data professionals.

Beyond detailing the practice, this book also upskills business professionals—painlessly. 

It delivers a vital yet friendly dose of semi-technical background knowledge that all stakeholders need to lead or participate in machine learning projects, end to end. 

This puts business and data professionals on the same page so that they can collaborate deeply, jointly establishing precisely what machine learning is called upon to predict, how well it predicts, and how its predictions are acted upon to improve operations. 

These essentials make or break each initiative—getting them right paves the way for machine learning's value-driven deployment.

A note from the author:

What kind of AI does this book cover? The buzzword AI can mean many things, but this book is about machine learning, which is a central basis for—and what many mean by—AI. To be specific, this book covers the most vital use cases of machine learning, those designed to improve a wide range of business operations.

ABOUT THE AUTHOR:

Eric Siegel, Ph.D. is a leading consultant and former Columbia University professor who helps companies deploy machine learning. 

He is the founder of the long-running Machine Learning Week conference series, the instructor of the acclaimed online course “Machine Learning Leadership and Practice – End-to-End Mastery,” executive editor of The Machine Learning Times, and a frequent keynote speaker. 

His previous book is the bestselling "Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die," which has been used in courses at hundreds of universities and was featured on episode 74 of The Marketing Book Podcast in 2016.

Eric’s interdisciplinary work bridges the stubborn technology/business gap. At Columbia, he won the Distinguished Faculty award when teaching graduate computer science courses in ML and AI. Later, he served as a business school professor at the University of Virginia Darden School of Business. 

Eric's many media appearances include Bloomberg TV and Radio, Business News Network (Canada), Israel National Radio, NPR Marketplace, Radio National (Australia), Businessweek, CBS MoneyWatch, The European Business Review, The Financial Times, Forbes, Harvard Business Review, The Huffington Post, The New York Times, Newsweek, Scientific American, The Wall Street Journal, and The Washington Post.

And, interesting fact – he is a dancing machine! 

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/ai-playbook-eric-siegel

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