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Talking About Marketing

Talking About Marketing

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Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with artwork by Casey Cumming. Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity. Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde Principles. You can never be overdressed or overeducated. - Oscar Wilde Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business. We welcome your comments and feedback via podcast@talkedaboutmarketing.com

2025 Auscast Network Economie Marketing et ventes
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    Épisodes
    • Convictions vs Contradictions In Marketing

      Convictions vs Contradictions In Marketing
      Jun 16 2025
      Stan McChrystal reveals why character equals conviction multiplied by discipline – and why this military wisdom transforms how we approach marketing authenticity in a world obsessed with quick wins. Andy Clark’s neuroscience research exposes how our brains work as prediction machines, explaining why marketing messages that create massive prediction errors trigger emotional retreat rather than engagement. A classic case of consumer confidence collapse in the US demonstrates why sitting still during uncertainty isn’t staying neutral – it’s choosing entropy. TAA’s spectacularly awful airline advertisement becomes a masterclass in how not to talk down to your customers while claiming to care about them. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:00 Person This segment focusses on you, the person, because we believe business is personal.Stan McChrystal’s Character Mathematics When a four-star general who cleaned up military messes in Iraq and Afghanistan distils his life philosophy into a simple formula, smart marketers listen. Steve and David unpack Stan McChrystal’s deceptively straightforward equation from his book “On Character“: character equals conviction multiplied by discipline. McChrystal’s insights from military selection processes reveal a profound truth about human nature – success isn’t about brilliance or superhuman abilities. As he explains, most people who attempt elite military training don’t fail; they quit. The differentiator isn’t talent but persistence, the willingness to keep showing up when everything screams at you to stop. David draws fascinating parallels between military selection and business success, noting how former elite soldiers consistently excel in civilian careers. They bring that same commitment to convictions and discipline to turn up every day, dramatically increasing their likelihood of success. The hosts explore whether we should develop conviction or discipline first, concluding that while we all have beliefs, true convictions require deliberate thought and commitment – the kind that’s worth applying discipline to achieve. The McChrystal snippet in the podcast is taken from the Chris Williamson interview. How To Actually Build Discipline, here: 10:30 Principles This segment focusses principles you can apply in your business today.Your Brain as Marketing’s Ultimate Gatekeeper Andy Clark’s revelatory book “The Experience Machine” fundamentally changes how we understand consumer attention. Steve and David dive deep into the neuroscience of perception, revealing that what we experience as reality begins as our brain’s best guess about what’s happening next. Our brains function as sophisticated prediction machines, constantly throwing out expectations about sensory input and checking whether reality matches. When there’s minimal difference between prediction and reality, we coast through life on autopilot – think about driving home from work and arriving with no memory of the journey. But when prediction errors occur, our brains snap to attention, demanding energy to reassess and adjust. This has profound implications for marketing creativity. Small prediction errors create delightful “aha” moments that make audiences feel clever and engaged. But massive prediction errors trigger our limbic system, shifting us from rational thinking to emotional self-protection. David emphasises how this explains why slightly novel marketing succeeds while bizarre creativity often backfires spectacularly. The hosts connect this to comedy, noting how masters like Robin Williams and Billy Connolly create accessible novelty – talking about ordinary life with slightly unexpected twists that include rather than alienate their audience. The lesson for marketers: be more like a welcoming restaurant than a snooty maître d’ who makes customers feel inadequate. The Andy Clark snippet is taken from his interview on The Dissenter, here: 23:30 Problems This segment answers questions we've received from clients or listeners.When Waiting Becomes Worse Than Acting Drawing from recent economic uncertainty in the US, David highlights a critical business lesson disguised as current affairs. When President Trump’s policies triggered consumer confidence drops and credit rating downgrades, American businesses and consumers responded predictably – they waited for things to improve before making important decisions. This seemingly rational response masks a dangerous reality: not making decisions when problems exist isn’t neutral positioning. Problems don’t pause politely while we gather courage or wait for better conditions. They accumulate, compound, and often become more expensive to solve over time. Steve and David frame this as essential self-audit territory for business owners. What decisions are you postponing because the timing doesn’t feel right? While you’re waiting, your customers and...
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      34 min
    • Should You Apply French Revolution Insights In Branding And Have More Skin In The Game?

      Should You Apply French Revolution Insights In Branding And Have More Skin In The Game?
      May 26 2025
      Belle Baker’s thoughtful response to our previous episode on conversational power sparks a deeper exploration into the magic words that either constrain or liberate our thinking. When we default to asking “what should we do?” we’re unknowingly shutting down possibilities, but shifting to “what could we do?” opens creative floodgates. Steve draws unexpected parallels between the French Revolution’s rebranding strategy and modern business transformation, questioning whether today’s rebrand obsessions serve customers or merely cure internal boredom. David cuts through email protection scam sophistication with his characteristic directness, while our Perspicacity segment celebrates the raw authenticity of a 1978 Ford Falcon advertisement that put actual racing legends in harm’s way to prove a point about precision and trust. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:00 Person This segment focusses on you, the person, because we believe business is personal.When Sorry Becomes a Linguistic Crutch Belle Baker’s follow-up to our previous conversation about conversational power strikes at something fundamental about how we diminish our own presence through careless word choices. Her observation about women apologising for taking up space resonates beyond gender dynamics to reveal how automatically saying “sorry” for shared inconveniences robs our communications of intentionality. But the real revelation comes through Dr Jonah Berger’s research (Magic Words) on the creative constraints hidden in plain sight. His studies demonstrate that asking “what should I do?” unconsciously narrows our thinking to a single correct answer, while “what could I do?” expands our cognitive horizon to encompass multiple possibilities. Steve and David unpack how this linguistic shift transforms not just individual problem-solving but team dynamics, with David noting that “could” invites genuine collaboration while “should” often steamrolls over other perspectives. The implications extend beyond creativity to agency itself — when we frame challenges as having multiple potential solutions, we bring people along as co-creators rather than task-followers. 11:00 Principles This segment focusses principles you can apply in your business today.Revolutionary Lessons in Rebranding The French Revolution’s approach to visual identity offers surprisingly modern insights into the art of organisational transformation. Through Jacques-Louis David’s painting work and revolutionary festivals, the new republic deliberately adopted Roman aesthetics to distance itself from rejected monarchical symbols while establishing credible alternatives. As our historian notes from The Rest Is History podcast, “There is no government without rituals and without symbols” — a principle that translates directly to business rebranding efforts. Steve and David explore how this historical example challenges contemporary rebranding approaches that often prioritise internal novelty over external necessity. Too many rebrandings emerge from organisational boredom rather than strategic imperative, forgetting that most customers experience brands as occasional “glancing blows” rather than daily encounters. The French Revolution’s success lay in combining the best cultural elements worth preserving with genuinely transformative new principles — liberty, equality, fraternity — rather than throwing everything out for the sake of change. David emphasises the crucial implementation phase: new symbols and rituals only gain meaning through consistent repetition and demonstration of improved outcomes. 19:30 Problems This segment answers questions we've received from clients or listeners.The Sophistication of Modern Email Deception Email protection scams have evolved beyond obvious Nigerian prince territory into convincingly professional presentations that exploit our legitimate security concerns. Steve dissects a particularly sophisticated example featuring pre-selected radio buttons, personalised details, and urgent 24-hour deadlines designed to bypass our critical thinking faculties. The solution lies in deliberately engaging what David identifies as our slower, more analytical thinking system rather than the fast, automatic responses these scams exploit. Having trusted advisors to verify suspicious communications creates a crucial circuit breaker against social engineering attacks that increasingly target small business owners through carefully crafted authenticity. 22:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.When Advertising Had Skin in the Game The 1978 Ford Falcon advertisement featuring six champion racing drivers standing as human targets while another driver weaves between them at over 90 kilometres per hour represents a vanished era of marketing authenticity. Allan Moffat, Colin Bond, John Goss,...
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      29 min
    • Sorry. Not Sorry. You'll Want To Hear This.

      Sorry. Not Sorry. You'll Want To Hear This.
      May 13 2025
      Rutger Bregman challenges us to create ripple effects from small personal changes that benefit entire communities. Jefferson Fisher revolutionises everyday communication by eliminating power-draining language and embracing uncomfortable directness. A hotel chain’s tone-deaf Mother’s Day spam highlights the need for sensitivity in seasonal marketing. And Golden North’s Giant Twin ice cream becomes a lens for examining whether sharing still resonates in modern advertising. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 02:00 Person This segment focusses on you, the person, because we believe business is personal.Creating Space for Moral Ambition Starting with Rutger Bregman’s “Moral Ambition: Stop Wasting Your Talent and Start Making a Difference,” our hosts explore the delicate balance between self-care and societal impact, thanks to Bregman’s appearance on the Making Sense podcast with Sam Harris. Steve introduces the concept of a “Draper Day” (inspired by Mad Men’s Don Draper), suggesting we all need occasional disappearances for genuine recharge – not just mental health days, but proper disconnection. David connects Bregman’s philosophy to the recent Australian federal election, where voters rejected divisive politics that “pointed fingers” and embraced competition over cooperation. The discussion reveals how entropy means nothing maintains itself without effort – whether that’s democracy, business culture, or personal wellbeing. As David notes, every day requires doing “the next necessary thing” to make life better for yourself and those around you. 11:30 Principles This segment focusses principles you can apply in your business today.The Art of Not Apologising (And Other Communication Revelations) Jefferson Fisher’s “The Next Conversation” provides a masterclass in communication refinement that had both hosts reconsidering their linguistic habits. This young Texan attorney’s approach centres on three transformative principles that challenge comfortable communication patterns. First, stop cheapening apologies – replace “sorry I’m late” with “thank you for waiting.” Second, eliminate minimising language like “just” that undermines your right to participate. David recalls teaching university students, particularly women, to stop diminishing their contributions. Third, deliver difficult news directly – the segment’s most confronting lesson involves firing an employee without false pleasantries that raise cruel hope before crushing it. Steve’s admission of chronic over-apologising and David’s observations about gendered language patterns reveal how these seemingly minor shifts dramatically alter perceived authority and confidence. 24:00 Problems This segment answers questions we've received from clients or listeners.When Mother’s Day Marketing Hits Raw Nerves Michael Mills’ scorching Facebook post about receiving multiple Mother’s Day lunch promotions after his mother’s death launches a necessary conversation about marketing sensitivity. The hotel chain’s spam campaign represents a broader failure to consider diverse customer circumstances during emotionally charged holidays. Our hosts highlight positive examples, including Café Belgiorno‘s thoughtful approach acknowledging that for some, Mother’s Day involves cherished memories rather than current celebrations. Etsy’s proactive strategy emerges as best practice – sending pre-emptive emails asking if customers want to opt out of Mother’s Day and Father’s Day promotions entirely. This segment underscores how genuine empathy in marketing requires anticipating customer pain points, not just chasing seasonal revenue. 27:30 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.The Evolution of Sharing (Through the Lens of Ice Cream) Golden North‘s marketing journey provides fascinating insight into changing social dynamics through their iconic Giant Twin – an ice cream designed to be snapped and shared. From early provenance-focused ads emphasising their Laura, South Australia heritage to clever visual gags of see-through cows, the brand’s evolution mirrors broader advertising trends. The revelation comes in a 2021 video featuring twins recounting childhood Giant Twin memories – many involving tears and tantrums over forced sharing. This “scarily refreshing” honesty acknowledges that their sharing-focused product often caused conflict rather than fostering harmony. Our hosts explore whether modern campaigns should embrace our increasing individualism (couples buying two) or remind us of sharing’s value. Steve’s vision of children using protractors to divide ice cream mathematically captures both the absurdity and truth of human nature. The discussion ultimately questions whether the “mini taste of sacrifice” inherent in sharing still resonates in ...
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      40 min

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