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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: April, 2024
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

 

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