Transcript
WEBVTT 1 00:00:04.400 --> 00:00:08.230 Hello and welcome to the B Tob Growth Show monthly book talk. I'm Douglas 2 00:00:08.269 --> 00:00:10.910 Burdett, hosts of the market book podcast, where each week I published an 3 00:00:10.910 --> 00:00:15.349 interview with the author of a new marketing or sales book to help me and 4 00:00:15.550 --> 00:00:19.510 my listeners keep up with the latest ideas in the pretty quickly changing world of 5 00:00:19.550 --> 00:00:23.699 marketing and sales. Joining me is my friend James Mure, author of the 6 00:00:23.820 --> 00:00:28.899 perfect close, the secret to closing sales, the best selling practices and techniques 7 00:00:29.219 --> 00:00:33.219 for closing the deal. In this monthly episode of the B Tob Growth Show 8 00:00:33.299 --> 00:00:37.049 we recap some of the key ideas from the marketing and sales books that were 9 00:00:37.049 --> 00:00:41.170 recently featured on the marketing book podcast. I read every book featured on the 10 00:00:41.210 --> 00:00:45.250 Market Book Podcast, but James Reads even more books than I do and he 11 00:00:45.369 --> 00:00:49.250 listens to every episode of the Market Book Podcast. So I'm delighted that he 12 00:00:49.329 --> 00:00:54.000 can join me and if either of US can ever recommend any marketing or sales 13 00:00:54.000 --> 00:00:58.320 books or other resources for whatever situation you find yourself in, please feel free 14 00:00:58.359 --> 00:01:00.679 to connect with us on linkedin where we can chat and we'll do our best 15 00:01:00.679 --> 00:01:06.230 to point you in the right direction. James Welcome back to the BE TOB 16 00:01:06.349 --> 00:01:08.510 growth show. Book Talk. Thank you, Douglas, your two kinds. 17 00:01:08.870 --> 00:01:12.629 We're always here to help. Right. It's right. In this episode we're 18 00:01:12.629 --> 00:01:15.790 going to talk about four recent books featured on the marketing book podcast, which 19 00:01:15.829 --> 00:01:21.340 are the catalyst. How to change anyone's mind, by Jona Burger, also 20 00:01:21.540 --> 00:01:25.939 the iconist, the art and science of standing out by Jamie mustard, create 21 00:01:26.019 --> 00:01:30.859 togetherness, transform sales and marketing to exceed modern virus expectations and increase revenue by 22 00:01:30.859 --> 00:01:34.969 Jeff Davis and finally, think do say, how to see his attention and 23 00:01:36.010 --> 00:01:38.090 build trust in a busy, busy world by run tight. But before we 24 00:01:38.129 --> 00:01:42.450 hit the books, I got to hear about what's happening from the quarantine. 25 00:01:42.530 --> 00:01:46.689 What's happening at Fort Burdette? Well, so, every nobody's in the office 26 00:01:46.810 --> 00:01:49.439 now. We're all working from home. I've been going into the office on 27 00:01:49.719 --> 00:01:53.840 every Friday just to check, check the mail. I mean the place is 28 00:01:53.879 --> 00:01:57.599 empty, and I also that's when I record my usually record my episodes of 29 00:01:57.640 --> 00:02:01.590 the marketing book podcast. That seems to be going along. Got Some clients 30 00:02:01.629 --> 00:02:07.150 that are kind of fading out and another big one that's heart charging right ahead. 31 00:02:07.189 --> 00:02:10.469 So we'll see. I have no idea and I am very wary of 32 00:02:10.550 --> 00:02:15.139 folks that predict with a great degree of certainty. My daughter, my younger, 33 00:02:15.580 --> 00:02:19.939 she came home from spring break in college. She's a senior in college. 34 00:02:20.300 --> 00:02:23.460 She got here and two to three days later she got a message from 35 00:02:23.460 --> 00:02:30.090 the university saying don't come back. Oh, and and then they bought a 36 00:02:30.169 --> 00:02:34.330 couple days later they said we can't do the graduation either. They said they're 37 00:02:34.330 --> 00:02:38.569 going to do everything through like zoom and so forth. And so she's here. 38 00:02:38.770 --> 00:02:39.969 She's doing a lot of, you know, homework, she's taking our 39 00:02:40.009 --> 00:02:46.080 comprehensive exams. Actually, she's gone into my office because your office. Yeah, 40 00:02:46.120 --> 00:02:49.479 well, because got a good internet and a lot of space and nobody 41 00:02:49.560 --> 00:02:53.560 bothering there like here in the house. And so she's disappointed that that all 42 00:02:53.560 --> 00:02:55.919 kind of ended. She felt a little bit robbed. Is it really the 43 00:02:55.960 --> 00:02:59.389 same when you throw your hat in front of the Zoom Camera? Im not 44 00:02:59.509 --> 00:03:04.789 sure that it's the same. I don't think so. Yeah, probably not. 45 00:03:05.030 --> 00:03:07.590 So, yeah, that's kind of disappointed. She goes to a school 46 00:03:07.629 --> 00:03:09.349 with it a lot of great traditions and she was, you know, really 47 00:03:09.389 --> 00:03:13.819 looking forward to wrapping things up and she had been president of the student government 48 00:03:13.860 --> 00:03:17.060 to so she was really very attached to the school and did quite well there. 49 00:03:17.060 --> 00:03:20.379 And then my son, who's just a little bit older, who's actually 50 00:03:20.419 --> 00:03:23.659 been he's still living at home, when it's great to have him home, 51 00:03:23.699 --> 00:03:28.289 although he's never around much. He's an EMT and he's a fulltime emt and 52 00:03:28.330 --> 00:03:34.449 then he's also a member of the Virginia Beach Volunteer Rescue Squad and my wife 53 00:03:34.569 --> 00:03:38.930 was very concerned about him bringing the virus home. You know, tough because 54 00:03:38.969 --> 00:03:44.159 we he's out there doing a really important work and then we're worried about him 55 00:03:44.159 --> 00:03:47.080 getting sick and it's just a lot of people are dealing with that. But 56 00:03:47.159 --> 00:03:51.919 then today he was moving all his stuff out and I said what the Heck's 57 00:03:51.960 --> 00:03:55.189 going on? He said, well, police hotels at the Virginia Beachoch in 58 00:03:55.229 --> 00:04:00.990 front or empty. So they've offered course, they've offered the medical professionals. 59 00:04:00.590 --> 00:04:03.349 So he's for the least for the next month. He's got a nice hotel 60 00:04:03.389 --> 00:04:09.270 room overlooking a lot of goes. Sweet got the right it's got a kitchen 61 00:04:09.349 --> 00:04:12.659 in it and everything. So he took an advantage of that. Because he 62 00:04:12.979 --> 00:04:16.500 was concerned about, you know, risking bringing home the virus. So that's 63 00:04:16.540 --> 00:04:19.139 kind of the the story there. What about you? What's going on in 64 00:04:19.860 --> 00:04:25.329 Kassamure? Everything has gone remote. So all the training we do, all 65 00:04:25.410 --> 00:04:28.810 the meetings we do, all happening remote. But we were doing a lot 66 00:04:28.850 --> 00:04:31.329 of that before anyway, and so it wasn't that bigod change. I would 67 00:04:31.329 --> 00:04:36.730 say running a workshop remotely is it's just not quite the same because the reaction 68 00:04:36.769 --> 00:04:40.600 that you get from the audiences, you're not connecting with them on a facetoface 69 00:04:40.680 --> 00:04:43.079 basis and you know, though you're on camera, just doesn't feel like you're 70 00:04:43.079 --> 00:04:46.000 connecting the same. So it's about it's about fifty percent as good, but 71 00:04:46.600 --> 00:04:49.920 we are shugging on and most of your son's back at the house now. 72 00:04:50.439 --> 00:04:54.910 That's right. Both are quarantined and here at the House. One actually got 73 00:04:55.189 --> 00:04:58.470 laid off, so we will see where that lands. He's going to do 74 00:04:58.589 --> 00:05:00.990 video work for me, though, so it's my gain, their loss. 75 00:05:01.670 --> 00:05:08.459 But yeah, elsewise, everything is everything is good, mostly business as usual. 76 00:05:08.579 --> 00:05:11.980 So most everything I do can still be done remote. Well, good, 77 00:05:12.019 --> 00:05:14.740 and I'm sorry to hear about your son getting laid off. I've heard 78 00:05:14.740 --> 00:05:17.220 from a lot of listeners to the market we podcast about how suddenly they've been 79 00:05:17.220 --> 00:05:19.379 laid off and they're asking me like, Oh, what should I do? 80 00:05:19.540 --> 00:05:23.490 What could I be reading? And it really makes me feel good to be 81 00:05:23.529 --> 00:05:26.769 able to help point folks in the right direction, recommend some books and some 82 00:05:26.889 --> 00:05:30.970 resources and very still is a ton of opportunity out there, though, to 83 00:05:30.129 --> 00:05:32.410 those so I think this is a little bit of a shuffle now. But 84 00:05:32.490 --> 00:05:35.800 there's some other businesses. While some have kind of sunseted a little bit and 85 00:05:35.920 --> 00:05:40.879 how much they need, others are expanding greatly. I've been working with a 86 00:05:40.959 --> 00:05:45.680 logistics company that's gone bananas because everything is now just going through the mail right 87 00:05:46.279 --> 00:05:48.120 so they need more bodies. So it's just kind of a shuffle. Probably 88 00:05:48.120 --> 00:05:50.949 takes a month or two for that to work. It's stuff out. Yeah, 89 00:05:51.029 --> 00:05:53.870 who knows where it's going to go, but a lot of these things 90 00:05:53.910 --> 00:05:56.509 are changing and they're going to a lot of things are going to be permanent, 91 00:05:56.629 --> 00:06:00.910 just like right after the depression or World War II, things things change 92 00:06:00.949 --> 00:06:04.259 dramatically. So and that change means you should keep yourself educated, and what 93 00:06:04.420 --> 00:06:08.699 other way to do that then to read books. Yes, like the perfect 94 00:06:08.779 --> 00:06:12.339 clothes or listen to the marketing book podcast. That's what I was thinking. 95 00:06:12.699 --> 00:06:15.819 So let's let's talk about the ones we've got lined up for day. Okay, 96 00:06:15.860 --> 00:06:18.569 enough about us. Yeah, so first we've got the catalysts and it's 97 00:06:18.610 --> 00:06:21.769 how to change anyone's mind, by Jonah Burger, and Jonah's got some amazing 98 00:06:21.810 --> 00:06:27.050 titles. He's got invisible influence, he got contagious. In the catalyst he's 99 00:06:27.089 --> 00:06:29.810 focusing on how to influence people and change their mind. So tell us a 100 00:06:29.810 --> 00:06:31.370 little bit about your interview with John a Burger. Well, and he has 101 00:06:31.769 --> 00:06:35.639 over a million books sold, and that's just his first two books. So 102 00:06:36.120 --> 00:06:40.560 not many people sell a million books. I mean the James Mirrors of the 103 00:06:40.600 --> 00:06:45.920 world. Yeah, but but this book, his first two were phenomenal. 104 00:06:46.040 --> 00:06:47.470 This one, I think, is I liked it even more. It was 105 00:06:47.550 --> 00:06:54.470 so directly applicable and I said at the beginning of the interview that there are 106 00:06:54.509 --> 00:06:58.389 a lot of people, I hear from a lot of marketers out there particularly, 107 00:06:58.750 --> 00:07:00.589 who say, you know, I work at a company and they just 108 00:07:00.670 --> 00:07:04.379 don't get modern marketing and they didn't come up through marketing and and I just 109 00:07:04.500 --> 00:07:08.500 thought, you know what, this is the book you need to read because 110 00:07:08.699 --> 00:07:13.379 you are going to need to be a change agent. The great marketers are, 111 00:07:13.819 --> 00:07:16.209 I have, great leadership skills in they're very good at managing change, 112 00:07:16.689 --> 00:07:20.089 but they do it right and this book shows you how to do it where, 113 00:07:20.370 --> 00:07:26.290 if you want to change someone's mind, instead of thinking about using force, 114 00:07:27.730 --> 00:07:31.160 like, you know, arguing with them or just simply laying out the 115 00:07:31.240 --> 00:07:36.319 facts, instead think about what are barriers that you could remove. It was 116 00:07:36.439 --> 00:07:46.029 just brilliant and it is super applicable to salespeople. And he talks about there's 117 00:07:46.069 --> 00:07:47.990 five big sections where he talks about, you know, based on all this 118 00:07:48.149 --> 00:07:54.670 modern science and some older scientific discovery, about why people make the decisions they 119 00:07:54.709 --> 00:07:58.230 do and how they come about to change their minds. One of the things 120 00:07:58.310 --> 00:08:01.019 that he talked about that really resonated with me. There are lots and I 121 00:08:01.060 --> 00:08:03.300 can only mention a few, but was this idea of reactants, Yep, 122 00:08:03.819 --> 00:08:11.899 a and see reactants, and that is that anytime a human senses that someone 123 00:08:11.019 --> 00:08:16.569 is trying to persuade them, their reactants goes up like a drawbridge or a 124 00:08:16.009 --> 00:08:22.449 barrier, a persuasion seeking missile shield or something like that. And he even 125 00:08:22.490 --> 00:08:28.759 talked about how the tide pods challenge where a bunch of people were starting to 126 00:08:28.839 --> 00:08:33.039 eat those little detergent packages and tide had spent I don't know, probably billions 127 00:08:33.039 --> 00:08:37.360 of dollars developing the product, getting it ready, launching it, and it's 128 00:08:37.399 --> 00:08:39.840 good product. Well, all of a sudden the only thing everyone was talking 129 00:08:39.879 --> 00:08:45.750 about was eating tide pods and the calls to the poison control center's skyrocketing. 130 00:08:46.389 --> 00:08:48.870 So they put together and add with Rob Gronkowski, who was at the time 131 00:08:50.029 --> 00:08:54.830 with the New England Patriots American football team, and it was a funny a 132 00:08:54.389 --> 00:08:58.860 kind of funny, but he was basically saying don't eat tide pods. Okay, 133 00:08:58.940 --> 00:09:01.539 let me just mention that again. are eating tide pods. Don't eat 134 00:09:01.700 --> 00:09:07.580 tide pods. Well, the problem was people start eating more of them because 135 00:09:07.580 --> 00:09:11.289 they were there. You could tell sense they were trying to persuade you not 136 00:09:11.409 --> 00:09:13.129 to do them, and it's really difficult when, particularly when you're trying to 137 00:09:13.129 --> 00:09:16.409 get somebody to do something like quit smoking, you know, or something like 138 00:09:16.529 --> 00:09:22.450 that. So it was anti persuasion radar that he that he talks about and 139 00:09:22.970 --> 00:09:24.879 a couple of the other things he talks about that we've seen in other books 140 00:09:26.320 --> 00:09:31.080 was the status quo bias. You know, people value what they have and 141 00:09:31.240 --> 00:09:35.720 there's this thing called loss of version and people are really, you know, 142 00:09:35.799 --> 00:09:39.429 our cave man brains are terrified of any kind of change and people are really 143 00:09:39.470 --> 00:09:43.789 attached to what they have. You know, the the inertia couch. But 144 00:09:43.870 --> 00:09:48.870 what he talks about in the book is how, and again, this is 145 00:09:48.470 --> 00:09:54.820 what the really good salespeople do. They help people understand that no action is 146 00:09:54.899 --> 00:09:58.620 actually worse, in other words, like you're standing on an Anhill, that 147 00:10:00.139 --> 00:10:05.620 you help them understand that just doing nothing is actually worse than making one of 148 00:10:05.659 --> 00:10:11.090 the different decisions. So the other thing that the third thing I want to 149 00:10:11.129 --> 00:10:15.409 mention was this idea of uncertainty. Yeah, when you were selling or your 150 00:10:15.529 --> 00:10:20.450 marketing, the more you know there's risk. You're asking someone to invest in 151 00:10:20.529 --> 00:10:22.799 some sort of outcome that they don't know how it's going to be. And 152 00:10:24.000 --> 00:10:31.320 he talks about uncertainty is a bigger barrier than money because it causes people to 153 00:10:31.399 --> 00:10:33.639 hesitate. Yeah, not knowing what what it is. And he talks about 154 00:10:33.639 --> 00:10:37.710 all the different ways to try to each one of these problems. He then 155 00:10:37.789 --> 00:10:41.710 shows you the most effective ways to do it. But you know, there's 156 00:10:41.710 --> 00:10:45.470 different road blocks. But you know, instead of trying to make a big 157 00:10:45.669 --> 00:10:48.990 change, try to make smaller changes and just try to remove figure out. 158 00:10:50.740 --> 00:10:52.500 The example he gave was like, let's say you go to get in your 159 00:10:52.539 --> 00:10:58.139 car and your cars parked on a hill and the parking break is on and 160 00:10:58.220 --> 00:11:01.700 you get in the car and you started up and you put it in gear 161 00:11:01.019 --> 00:11:05.250 and you start accelerating in nothing's working. Well, do you start accelerating even 162 00:11:05.289 --> 00:11:11.769 more, or do you instead just release the parking break? He's so great 163 00:11:11.850 --> 00:11:15.210 example. Yep, that's what how do we say at the the confused mind 164 00:11:15.289 --> 00:11:18.639 always says no, that would say it. I sales, so it's right. 165 00:11:18.679 --> 00:11:22.759 Yeah, really great book. A lot of behavioral economics, which I'm 166 00:11:22.759 --> 00:11:26.399 a huge found of, in this book to use it for the purposes of 167 00:11:26.480 --> 00:11:28.720 influencing others. So because one takeaway was just to realize that there really is 168 00:11:28.840 --> 00:11:33.950 a better approach to creating change than what most of us have been doing. 169 00:11:33.509 --> 00:11:37.110 And the one thing he suggested that listeners do is just, and this this 170 00:11:37.269 --> 00:11:39.590 theme will come up on all the books that we're covering this time, is 171 00:11:39.789 --> 00:11:43.509 asked questions to the folks that they're trying to influence. So we listen right 172 00:11:43.590 --> 00:11:46.539 and what they're trying to do and then give them a choice between just two 173 00:11:46.539 --> 00:11:50.500 options. That was of all the different choices he gave his simplify it down 174 00:11:50.580 --> 00:11:54.419 to where there's only two choices. So I mean the catalysts as a title. 175 00:11:54.419 --> 00:11:56.980 I think it is just a metaphor that Jona burghers using to, you 176 00:11:58.059 --> 00:12:00.980 know, for us to be asient of change, and he's providing a lot 177 00:12:01.019 --> 00:12:05.490 of really interesting and practical strategies for doing that. It's related to chemistry, 178 00:12:05.649 --> 00:12:09.169 where it catalysts, beeds something up rather than like, instead of using heat 179 00:12:09.370 --> 00:12:13.370 or force. Yeah, I think it's a great title for what he's doing 180 00:12:13.409 --> 00:12:16.600 in the book and I think it's good for anybody that's wanting to increase the 181 00:12:16.639 --> 00:12:20.759 level of influence. All right. Next up we've got the ICONIST, the 182 00:12:20.799 --> 00:12:24.799 art and sciences standing out by Jamie Mustard, and this book speaks to the 183 00:12:24.840 --> 00:12:28.120 phenomenon of information overload and how to break through that. And I notice you 184 00:12:28.159 --> 00:12:31.509 had a little fun with editing on this interview too, so give us a 185 00:12:31.590 --> 00:12:35.590 load down on the ICONOST. Well, in that part he was talking about 186 00:12:35.750 --> 00:12:39.590 how something that becomes extremely well known and remembered has a certain amount of repetition, 187 00:12:39.830 --> 00:12:45.460 and he was talking about, for instance, Beethoven's ninth, which Beethoven 188 00:12:45.539 --> 00:12:48.980 was derided for, but it had this at work. He talks about some 189 00:12:48.019 --> 00:12:54.100 of the Michael Jackson music where right there was a certain repetition that a lot 190 00:12:54.100 --> 00:12:56.980 of people are afraid to have. And it doesn't have to be musical repetition. 191 00:12:56.500 --> 00:13:01.970 But this book is beautifully written and it's already one a literary award. 192 00:13:01.490 --> 00:13:07.450 Yeah, and he talks about how well, first off, in the beginning 193 00:13:07.490 --> 00:13:11.289 he reminds people in ways that I haven't seen before and I thought it was 194 00:13:11.330 --> 00:13:16.320 very admirable, about how crowded are media spaces. So a lot of people 195 00:13:16.399 --> 00:13:20.039 think that, you know, you can still buy an ad and interrupt people. 196 00:13:20.080 --> 00:13:26.480 Those days are over. We're so much more overwhelmed than I think people 197 00:13:26.720 --> 00:13:30.870 realize that it's affecting other aspects of our behavior. So, you know, 198 00:13:31.110 --> 00:13:35.269 getting past that, you know the information overload and standing out above the competition 199 00:13:37.389 --> 00:13:39.950 is really important. In fact, he even talks about how you don't even 200 00:13:39.950 --> 00:13:43.059 have to be the best, you have to be good, but if you 201 00:13:43.259 --> 00:13:50.179 can get people's attention and have them remember you in this era, it's you're 202 00:13:50.179 --> 00:13:52.860 going to do much better than if you say the battle you have the best 203 00:13:52.980 --> 00:13:56.330 product. You got a term for that, right, dilution. Yeah, 204 00:13:56.370 --> 00:13:58.929 I, which is is information over supply. So everything becomes more diluted. 205 00:13:58.929 --> 00:14:03.090 So that makes getting attention even more important than I has been in the past. 206 00:14:03.090 --> 00:14:05.690 Yeah, so he's got this concept of blocks and icons that he explains 207 00:14:05.730 --> 00:14:11.559 about how you have to focus. I mean you really do have to focus 208 00:14:11.720 --> 00:14:13.960 and what I'm what I mean by that is stop talking about your products first. 209 00:14:16.039 --> 00:14:20.159 He talks about you really have to focus in on what it is people 210 00:14:20.399 --> 00:14:24.389 want. Is If they're driving down a busy highway with lots of signs and 211 00:14:24.509 --> 00:14:26.830 they're looking for the sign that is the sign that points them in the direction 212 00:14:26.870 --> 00:14:31.870 they want to go, they always notice those signs because it's relevant to to 213 00:14:31.029 --> 00:14:37.350 what they want. And he gave this great example in the book of this 214 00:14:37.470 --> 00:14:41.620 drug store back in the s out in I think it was out in Nebraska, 215 00:14:43.500 --> 00:14:48.659 someplace out in the plane states, Wall Drug and so this husband and 216 00:14:48.740 --> 00:14:50.899 wife, young folks. He inherit a bit of money. He went and 217 00:14:50.940 --> 00:14:54.129 bought this drug store there and it was in the middle of the depression, 218 00:14:54.210 --> 00:14:58.289 and so I guess it was the s the people were very, very poor 219 00:14:58.210 --> 00:15:01.370 and they just didn't have any money to buy any of the stuff they had 220 00:15:01.370 --> 00:15:07.519 the drug store. So what they did was they said, well, what 221 00:15:07.720 --> 00:15:11.720 do people want who are driving across the country and the hot weather? Will 222 00:15:11.759 --> 00:15:18.240 they want ice water? He's what they did is they put these signs out 223 00:15:18.279 --> 00:15:22.350 on the highway that was pretty near that with the nearest highway to where they 224 00:15:22.350 --> 00:15:24.389 were, but it was still a detour they have to make and they were 225 00:15:24.429 --> 00:15:30.389 just saying free ice water at wall drug. Well, before they even finished 226 00:15:30.429 --> 00:15:33.509 putting up the last sign, all these people were pulling in to get this 227 00:15:33.710 --> 00:15:37.659 free ice water and then once they were there they were buying other things and 228 00:15:37.820 --> 00:15:43.820 that saved them and it became iconic and even in World War II American soldiers 229 00:15:43.860 --> 00:15:48.539 were putting up wall drug signs in Europe just as a joke, sort of 230 00:15:48.659 --> 00:15:52.769 like a you know, burmis shave or Kilroy was here. So he talks 231 00:15:52.809 --> 00:15:58.649 about how to focus in more on what your customers want, and it's rarely 232 00:15:58.809 --> 00:16:03.919 what you think they want. It's usually have more of an emotional conser orn 233 00:16:04.000 --> 00:16:07.000 that they have and you know, the more that you can focus on that, 234 00:16:07.159 --> 00:16:10.159 the better you're going to do. An. He has plenty of examples 235 00:16:10.279 --> 00:16:14.120 of companies that have figured out how to do this, and it's often at 236 00:16:14.240 --> 00:16:17.399 the to the dismay of maybe the engineers or the product people who say, 237 00:16:17.399 --> 00:16:19.149 yeah, but these are great products. That's like yeah, but they want 238 00:16:19.230 --> 00:16:25.750 free ice water. Okay, they want this stuff. Then once they're here 239 00:16:25.990 --> 00:16:30.830 and you've satisfied that need, then they'll be interested in hearing more about that. 240 00:16:30.269 --> 00:16:33.179 And the other thing that he talked about in this this age, as 241 00:16:33.340 --> 00:16:36.940 many, many things in the book, you talked about that you really have 242 00:16:37.059 --> 00:16:38.500 to do more so in the past. And he talks about, you know, 243 00:16:38.580 --> 00:16:45.539 the importance of transparency and using well, real language, which also roun 244 00:16:45.620 --> 00:16:48.009 tight talks about. We're talk about in a minute. But being transparent now 245 00:16:48.289 --> 00:16:52.929 is more important than it used to be because the customers have the information and 246 00:16:53.049 --> 00:16:56.649 they're very suspicious of anybody trying to, you know, sell to you, 247 00:16:57.289 --> 00:17:02.519 kind of like the last book. We just talked about it more some things 248 00:17:02.559 --> 00:17:04.759 you noticed about the iconist. There's a couple. There's a common thread through 249 00:17:04.799 --> 00:17:07.559 actually all of these, I think, and one of them is on the 250 00:17:07.680 --> 00:17:12.759 listening side, is that his one takeaway on this thing was take one customer 251 00:17:14.240 --> 00:17:18.150 uncover the single most important thing to that customer and then just focus on that 252 00:17:18.630 --> 00:17:21.430 in your messaging. So it's all back to this thing that we hear over 253 00:17:21.509 --> 00:17:23.869 and over again in the great books. There's just listen to what your customers 254 00:17:23.950 --> 00:17:27.549 want right and speak to that and then afterwards you can sort of land and 255 00:17:27.670 --> 00:17:30.140 expand. But that's, I think, one of the great things. I 256 00:17:30.220 --> 00:17:33.940 think in the second half of this book he's talking about how to cut through 257 00:17:33.940 --> 00:17:38.500 all of that information overload that we're getting and why is sticks in our memories 258 00:17:38.980 --> 00:17:42.220 and the stories are great throughout this whole book, really great examples all the 259 00:17:42.259 --> 00:17:47.890 way through this whole book. So I think really any business leader, artists, 260 00:17:48.049 --> 00:17:52.769 any candidate, teacher, Sales Guy, entrepreneur, almost anybody could benefit, 261 00:17:52.809 --> 00:17:55.529 I think, from what's yeah, it goes even beyond the the field 262 00:17:55.529 --> 00:18:00.880 of marketing, sales, for the even talks in there about self obsessed advertising. 263 00:18:00.000 --> 00:18:03.119 You know how many companies talk about themselves? We this we that they're 264 00:18:03.119 --> 00:18:08.359 weing all over themselves. Think about your local community bank ad or something like 265 00:18:08.480 --> 00:18:14.509 that. And he talks about why this self obsessed advertising now is even more 266 00:18:14.630 --> 00:18:18.509 harmful than ten years ago. Yeah, and importance of being vulnerable right, 267 00:18:18.589 --> 00:18:22.910 and being and being real backs again too, that using real language. Yeah, 268 00:18:22.269 --> 00:18:26.309 okay, with others. So all at all, phenomenal book really I 269 00:18:26.349 --> 00:18:30.460 would recommend it's almost anyone. I really great. Hey, everybody, logan 270 00:18:30.539 --> 00:18:33.339 with sweet fish here. If you've been listening to the show for a while, 271 00:18:33.539 --> 00:18:38.220 you know we're big proponents of putting out original, organic content on Linkedin, 272 00:18:38.619 --> 00:18:41.930 but one thing that's always been a struggle for a team like ours is 273 00:18:42.009 --> 00:18:45.970 to easily track the reach of that linkedin content. That's why I was really 274 00:18:47.009 --> 00:18:49.529 excited when I heard about shield the other day from a connection on, you 275 00:18:49.690 --> 00:18:53.769 guessed it, linkedin. Since our team started using shield, I've loved how 276 00:18:53.890 --> 00:19:00.240 it's let us easily track and analyze the performance of our linkedin content with out 277 00:19:00.319 --> 00:19:04.720 having to manually log it ourselves. It automatically creates reports and generates some dashboards 278 00:19:04.759 --> 00:19:10.029 that are incredibly useful to see things like what content has been performing the best 279 00:19:10.269 --> 00:19:14.150 and what days of the week are we getting the most engagement and our average 280 00:19:14.150 --> 00:19:18.190 views proposed. I'd highly suggest you guys check out this tool if you're putting 281 00:19:18.190 --> 00:19:21.670 out content on Linkedin, and if you're not, you should be. It's 282 00:19:21.710 --> 00:19:25.579 been a game changer for us. If you go to shield APP DOT AI 283 00:19:26.019 --> 00:19:29.299 and check out the ten day free trial, you can even use our Promo 284 00:19:29.420 --> 00:19:33.420 Code B to be growth to get a twenty five percent discount. Again, 285 00:19:33.500 --> 00:19:38.049 that's shield APP DOT AI and that Promo Code is be the number to be 286 00:19:38.490 --> 00:19:41.569 growth. All one word. All right, let's get back to the show. 287 00:19:45.849 --> 00:19:49.849 Next up, we got create togetherness, transform cells and marketing to exceed 288 00:19:49.930 --> 00:19:55.359 modern buyers, exportations and increased revenue. By Jeff Davis and me. I 289 00:19:55.400 --> 00:19:57.279 got to think it, this book might just be the perfect book for this 290 00:19:57.440 --> 00:20:02.640 show because it's about both sales and marketing, and you know that's and the 291 00:20:02.720 --> 00:20:06.359 challenge of sales of marketing misalignment has been like this like decades old, and 292 00:20:06.440 --> 00:20:10.069 so he's done a pretty good job in this book of outlining how organizations can 293 00:20:10.069 --> 00:20:12.109 align their cells and marketing team. So tell us about your interview with Jeff. 294 00:20:12.150 --> 00:20:15.950 Yeah, well, it's one of my favorite topics. It really really 295 00:20:15.990 --> 00:20:18.670 is anything about the intersection of sales and marketing. I just I really find 296 00:20:18.710 --> 00:20:23.059 that fascinating and I see these companies that are able to align their sales and 297 00:20:23.140 --> 00:20:29.940 marketing even a little bit and they're doing really, really well. It's because 298 00:20:29.980 --> 00:20:33.619 the way the customers by now that it's changed. So there's all kinds of 299 00:20:33.740 --> 00:20:37.849 studies out there that show that companies where their sales and marketing are better aligned 300 00:20:38.450 --> 00:20:44.769 they have greater profitability and faster revenue growth. I mean, don't take my 301 00:20:44.849 --> 00:20:48.170 word for this, it's been all documented by a variety of places. And 302 00:20:48.329 --> 00:20:53.359 so he is a an engineer. He went to purdue and then he was 303 00:20:53.440 --> 00:20:59.759 in sales for you know, industrial world, High Tech, all that sort 304 00:20:59.799 --> 00:21:03.799 of thing, and then he moved into marketing. And even when he was 305 00:21:03.880 --> 00:21:07.589 a salesperson he remembers, you know, these marketing people trying to do what 306 00:21:07.670 --> 00:21:11.069 they could, but he just thought this isn't working, this isn't working, 307 00:21:11.190 --> 00:21:15.509 and then everything kind of changed a few years ago where he just couldn't get 308 00:21:15.509 --> 00:21:18.339 in anymore. In other words, that the he noticed that customers were coming 309 00:21:18.380 --> 00:21:22.019 to them later and later to get information, which is a truth. You 310 00:21:22.059 --> 00:21:26.099 know, think about the way my dad bought a car. Versus with the 311 00:21:26.180 --> 00:21:27.539 way my wife bought a car. You know, they he went to the 312 00:21:27.579 --> 00:21:33.690 dealership first, she went there last at to get information, and so that's 313 00:21:33.730 --> 00:21:37.130 when he really started to explore and see how it really works. Well when 314 00:21:37.250 --> 00:21:42.009 marketing is better aligned with sales. And there's some really rudimentary things that companies 315 00:21:42.049 --> 00:21:47.920 can be doing to get their sales and marketing better aligned. And he talks 316 00:21:47.920 --> 00:21:49.480 quite a bit in that book about another book that was on the show called 317 00:21:49.519 --> 00:21:56.119 aligned to achieve, where they talked about sales can't do it all own anymore 318 00:21:56.680 --> 00:22:00.680 like they used to be able to, and marketing exist to make buying easier 319 00:22:00.720 --> 00:22:03.950 or to make sales easier. That doesn't mean they're getting coffee for sales. 320 00:22:03.950 --> 00:22:08.670 It means they're trying to make help to make selling easier. And of course 321 00:22:08.750 --> 00:22:12.150 you have to focus very much on the the customer, and he talks about 322 00:22:12.150 --> 00:22:15.710 he has all these things in the book that is like will test you can 323 00:22:15.740 --> 00:22:18.539 give yourself, like how aligned are we? And of course he starts the 324 00:22:18.579 --> 00:22:23.019 book explaining why you need to be aligned. And you have an example that 325 00:22:23.099 --> 00:22:27.180 you mentioned before we started recording about how somebody might have downloaded something from a 326 00:22:27.220 --> 00:22:32.769 website and then a salesperson calls and follows up to mention that. Yeah, 327 00:22:32.849 --> 00:22:36.569 so I have a customer or they download something based on a whole a white 328 00:22:36.609 --> 00:22:38.970 paper based on different challenges that they might have, and then when they hand 329 00:22:40.009 --> 00:22:41.049 it over to the sales guy. The sales guy asked them, will tell 330 00:22:41.089 --> 00:22:45.079 me your top challenge, and yet we should have already been able to communicate 331 00:22:45.160 --> 00:22:49.160 that to the salesperson based on the white paper that was download we have insight 332 00:22:49.359 --> 00:22:53.480 into what the customers interested in. Based on the new digital world that we're 333 00:22:53.480 --> 00:22:56.480 in. We can see where they're going on the website. We can see 334 00:22:56.480 --> 00:23:02.150 what they're interested in beforehand and that takes us closer to be able to deliver 335 00:23:02.230 --> 00:23:04.509 some kind of insight when it's finally handed over to sales. Yeah, you 336 00:23:04.589 --> 00:23:10.230 know, he talks in the book about whether they're a companies going to be 337 00:23:10.230 --> 00:23:11.549 able to get their sales and marketing aligned, and the other was he knows. 338 00:23:12.539 --> 00:23:17.900 He knows our yeah, it's hard and if there isn't CEO buy in, 339 00:23:18.460 --> 00:23:22.220 he doesn't even take the job anymore because, hey, he's busy and 340 00:23:22.339 --> 00:23:26.579 he's good, but also he knows that it does an end well and it's 341 00:23:26.579 --> 00:23:27.609 not going to work. In other words, if there's just sort of dolling 342 00:23:27.769 --> 00:23:33.490 or playing around with aligning sales and marketing, it's a cultural change for companies, 343 00:23:33.529 --> 00:23:37.730 particularly ones that are more sales dominated. And what's interesting is that the 344 00:23:37.809 --> 00:23:40.529 book, I think, is only like a hundred pages. He could have 345 00:23:40.609 --> 00:23:42.279 written. He said he could have written a book twice that size, but 346 00:23:42.440 --> 00:23:48.680 he wrote it a hundred pages so that a CEO could get on a flight 347 00:23:48.200 --> 00:23:53.160 and finish it and understand and have just enough to get started, to understand 348 00:23:53.759 --> 00:23:56.670 why this needs to be a priority. Yep, and that's one of the 349 00:23:56.710 --> 00:24:00.630 important things, is that the executives who are going to be sponsors have to 350 00:24:00.789 --> 00:24:06.950 recognize it. It's important question for you. He recommends that marketing and sales 351 00:24:07.029 --> 00:24:11.660 share a revenue goal. So and that's not all that common. It's more 352 00:24:11.700 --> 00:24:12.539 common now, I think, than the year has passed. But what's your 353 00:24:12.619 --> 00:24:17.220 take on assigning a revenue goal to marketing? Well, I agree. I 354 00:24:17.339 --> 00:24:25.609 think minimum it needs to be activities that contribute to revenue and other words focus 355 00:24:25.769 --> 00:24:29.089 on revenue, get everybody on the same page. And in fact there's some 356 00:24:29.250 --> 00:24:33.170 companies like get hup spot, I believe, where they just have a director 357 00:24:33.210 --> 00:24:36.769 of revenue and sales and marketing reporting to them. They know which yeah, 358 00:24:36.769 --> 00:24:41.599 they know which levers to pull to generate revenue, and so I think it's 359 00:24:41.599 --> 00:24:45.400 a good idea and it really you know, it's there's also some really practical 360 00:24:45.440 --> 00:24:49.200 things like have a meat on a regular basis, marketers go on sales calls 361 00:24:49.400 --> 00:24:52.589 on a a gular basis, sit in the same place, if you can 362 00:24:52.829 --> 00:24:59.710 have weekly meetings and also have salespeople rotate through marketing to have them better understand 363 00:25:00.230 --> 00:25:03.710 what they are capable of doing to help sales. So I think it's a 364 00:25:03.750 --> 00:25:08.380 good idea. I think that rather than a generating leads, you know, 365 00:25:10.140 --> 00:25:12.859 just generating leads, that's where a lot of companies get it wrong. Instead 366 00:25:12.859 --> 00:25:15.579 of saying look, we generated these leads. Yeah, but the leads might 367 00:25:15.619 --> 00:25:22.490 be weak. Why don't you focus instead on some pipeline metrics like sales accepted 368 00:25:22.569 --> 00:25:25.569 leads? You know, maybe it's a smaller number, but it gets the 369 00:25:25.650 --> 00:25:32.450 marketing folks to be better and tuned with WHO's buying and what is more relevant 370 00:25:32.450 --> 00:25:36.480 to what is closer to revenue. Yeah, and that speaks to his he's 371 00:25:36.480 --> 00:25:40.240 got these three processes or pillars. He calls them, data, process and 372 00:25:40.279 --> 00:25:42.839 communication, and the data side this spends a little time talking about the ideal 373 00:25:42.880 --> 00:25:47.200 customer profile, which, if we could send a bunch of leads, right, 374 00:25:47.200 --> 00:25:48.400 but they might be weekly, as if they're not to our ideal customer 375 00:25:48.440 --> 00:25:52.430 profile. So that's a little bit that he's speaking to and there about that. 376 00:25:52.829 --> 00:25:56.950 Yeah, that's another real obvious one. Where have marketing and sales sat 377 00:25:56.029 --> 00:26:00.190 down and identified what an ideal customer profile is? Now, if the CEO 378 00:26:00.309 --> 00:26:03.190 says anyone with a pulse, you're in trouble. You need to update your 379 00:26:03.269 --> 00:26:10.619 resident but even just having that first conversation about what's an ideal customer profile, 380 00:26:10.740 --> 00:26:14.220 and here's a little tip, ask what their worst customers are. I always 381 00:26:14.220 --> 00:26:17.059 get a quick answer. What customers would you like to fire? which ones 382 00:26:17.059 --> 00:26:21.130 are not profitable and and don't? Don't just at revenues, look at profitability. 383 00:26:21.170 --> 00:26:25.089 Get your CFO involved, find out who are a most profitable customers, 384 00:26:25.130 --> 00:26:30.450 because it's really about profits more than revenues in most instances, and then start 385 00:26:30.490 --> 00:26:33.240 to zero in on who is it that gets the most out of our products 386 00:26:33.279 --> 00:26:36.559 and services. You know, who are the ones that refer others, who 387 00:26:36.599 --> 00:26:41.279 continues to buy more? There's another great question for aligning sales and marketing is 388 00:26:41.319 --> 00:26:45.599 having everyone understand the customer lifetime value. So many companies don't think about that, 389 00:26:45.599 --> 00:26:48.029 at least the ones I talked to. I'll say to how long do 390 00:26:48.069 --> 00:26:51.430 you keep your customers? They go, Oh, maybe ten or twenty years, 391 00:26:51.470 --> 00:26:52.069 and how much do you sell to him? And they'll give me some 392 00:26:52.109 --> 00:26:56.029 number and I'm multiply that by twenty and they're like, Gosh, I never 393 00:26:56.150 --> 00:27:00.630 thought of it that way. It's surprising and it's such a high lever's channel. 394 00:27:00.390 --> 00:27:04.460 So so his one takeaway on this one is just to realize that digital 395 00:27:04.660 --> 00:27:08.619 has completely changed to buy or seller relationship and that we just gotta stop selling 396 00:27:08.619 --> 00:27:11.819 the way we've always been selling in the past. And again this will sound 397 00:27:11.940 --> 00:27:15.450 familiar, is one thing is to do what you just said is sit down 398 00:27:15.769 --> 00:27:19.009 the and he's kind of directing this at marketer. So this particularly take away 399 00:27:19.049 --> 00:27:23.730 that he offered is sit down with your sales team on their calls and listen, 400 00:27:23.970 --> 00:27:26.210 listen to what's happening here, what's going on, and then have a 401 00:27:26.289 --> 00:27:30.920 conversation with them and what's you ask them what's happening, because he gives you 402 00:27:30.000 --> 00:27:33.400 their perspective about what's going on. So again it's about listening to your customers, 403 00:27:33.480 --> 00:27:37.119 but in this case, you know it's each other's departments. So I 404 00:27:37.279 --> 00:27:40.400 think this book could be good for any CEO. I think that's what it's 405 00:27:40.440 --> 00:27:44.039 designed for. It's very salient and very easy to read. One probably a 406 00:27:44.119 --> 00:27:47.230 one sitting read Yep. All right, last time. We've got to think. 407 00:27:47.309 --> 00:27:49.390 Do say how to seize at tension and build trust in a busy, 408 00:27:49.430 --> 00:27:52.430 busy world by run tight, and I don't know if you've heard him speak, 409 00:27:52.430 --> 00:27:56.269 but run tight is extremely entertaining. He's very funny guy and I think 410 00:27:56.309 --> 00:27:59.900 this book is also very enlightening. So tell us a little bit about think 411 00:27:59.940 --> 00:28:03.259 Du say in your interview with Ron yes and notice you mentioned a busy, 412 00:28:03.339 --> 00:28:06.539 busy world like wow, overwhelmed consumers. I think there may be a theme 413 00:28:06.619 --> 00:28:07.900 here, James, I. I know the whole thing right. I mean 414 00:28:08.019 --> 00:28:12.529 it's like also the whole and that's for it's beautifully written and it's also really 415 00:28:12.769 --> 00:28:17.849 funny. And I mean he's a funny guy, but he'sn't has these quotes 416 00:28:18.250 --> 00:28:21.210 going through the book like you might see in a book, but they're completely 417 00:28:21.250 --> 00:28:26.640 made up. It's like Winston Churchill talking about five gen networks and Marie Curry 418 00:28:26.839 --> 00:28:30.920 talking about social media. It's but they don't reveal the joke until the end. 419 00:28:32.000 --> 00:28:36.440 So one thing he talked about in the beginning that I you know, 420 00:28:36.480 --> 00:28:38.599 I steal so much from these books in terms of trying to explain things to 421 00:28:38.720 --> 00:28:45.789 others or clients or whatever. And he talks about Time Square. Anyone who's 422 00:28:45.789 --> 00:28:48.950 been there they know that Times Square is a very busy, almost information overloaded 423 00:28:48.990 --> 00:28:53.509 place. Time Square is now in your pocket. He said Time Square is 424 00:28:53.549 --> 00:29:00.339 in Kentucky. Time Square is everywhere, because people are so overwhelmed, they're 425 00:29:00.460 --> 00:29:08.099 increasingly mistrustful and they're looking for guidance and he just has so many things. 426 00:29:08.660 --> 00:29:12.730 Reading his book makes me want to go see him. That a live key 427 00:29:14.009 --> 00:29:15.529 and I've only put out. Oh Yeah, he's I've only been able to 428 00:29:15.609 --> 00:29:21.529 see videos of him. And it's also another example of something that I've noticed 429 00:29:21.730 --> 00:29:25.400 in hundreds of books that have been on the show that people who are really 430 00:29:25.519 --> 00:29:30.599 spectacular professional speakers always seem to have the best books, and I think it's 431 00:29:30.640 --> 00:29:34.839 because they practice the good podcast interviews. Yes, absolutely, I'm lucky to 432 00:29:34.920 --> 00:29:40.430 have them on the show and well, the thing is they will test out 433 00:29:40.470 --> 00:29:45.789 this material over the years and they know what works and they even introduced into 434 00:29:45.829 --> 00:29:52.269 their writing a sense of timing and pacing to keep the people engaged. So 435 00:29:52.019 --> 00:29:59.140 in the book he inditian to mentioning that we're completely overwhelmed. He then went 436 00:29:59.180 --> 00:30:02.940 into this explanation of something and I'm not sure he said that he came up 437 00:30:02.940 --> 00:30:04.460 with this. He was being very careful not to make it look like he 438 00:30:04.500 --> 00:30:08.769 came up. But there's this thing called a pitch slap, and that's where 439 00:30:08.890 --> 00:30:14.210 somebody connects with you on social media. Think about like linked in, for 440 00:30:14.289 --> 00:30:17.690 instance. I get these every day and they you maybe you connect with them 441 00:30:18.009 --> 00:30:21.920 and then they start pitching you and it's sexy thing, you know. Yeah, 442 00:30:22.000 --> 00:30:23.200 and it's sort of and it's not just there, it's it's in real 443 00:30:23.279 --> 00:30:27.559 life and it's like this. Oh, he just talks about these omnipresent pitch 444 00:30:27.599 --> 00:30:32.880 slap the OPS, the omnipresent pitch slap. Well, he talks about that 445 00:30:32.920 --> 00:30:37.470 because it doesn't work and it's not a it's not a, you know, 446 00:30:37.990 --> 00:30:40.910 a very good idea. But there were just so many things in the book 447 00:30:40.950 --> 00:30:44.549 where he talks about how people used to vote with their wallet and now they 448 00:30:44.630 --> 00:30:48.670 vote with their time and attention, and it's that inside that. Yeah, 449 00:30:48.150 --> 00:30:53.099 it's even more that's even more valuable than money. And again I you know, 450 00:30:53.259 --> 00:30:56.619 trying to explain to companies where they'll say, well, we're going to. 451 00:30:56.019 --> 00:31:00.980 It's some form of communication. I want to be talking about our products 452 00:31:00.980 --> 00:31:03.980 and our services, and it's like, how do you tell these folks? 453 00:31:03.609 --> 00:31:10.089 How do you help them discover what they're up against here? And even like 454 00:31:10.170 --> 00:31:11.930 the CEO of a company I might have been talking to, you know, 455 00:31:12.210 --> 00:31:18.490 his mom loves him, but even she doesn't care about things that he wants 456 00:31:18.529 --> 00:31:21.759 to talk about. You know, people want to talk about their own selves 457 00:31:21.839 --> 00:31:25.480 and their own problems. So but he also goes on to talk about, 458 00:31:25.680 --> 00:31:29.680 you know, doing what you say you're going to do, acting with integrity, 459 00:31:29.720 --> 00:31:33.710 hiring the right kind of people, you know, believing in something, 460 00:31:33.750 --> 00:31:37.109 and that's very powerful. If you sense that there's a higher purpose that your 461 00:31:37.190 --> 00:31:41.430 company has, it actually helps you from a strategic standpoint in terms of you 462 00:31:41.509 --> 00:31:45.869 know what you should do and and what you shouldn't. But it also the 463 00:31:45.950 --> 00:31:48.940 customers really like it. And there was one other I'm just going to pick 464 00:31:48.980 --> 00:31:52.859 out one other thing from the from the book he talked about, which was 465 00:31:53.019 --> 00:31:56.900 so important I wish everyone would understand it. He talks about bench marking, 466 00:31:57.420 --> 00:32:02.170 and that's where, if you're benchmarking against your own competition, okay, you 467 00:32:02.250 --> 00:32:06.329 can do that. But that better not be the driver of what you're doing 468 00:32:06.730 --> 00:32:09.730 for a couple reasons. One, you might have really crappy competitors, so 469 00:32:10.289 --> 00:32:15.839 don't feel too good about yourself. But also there's people who are having other 470 00:32:15.000 --> 00:32:19.319 experiences. Like, you know, there's the Amazon effect where when something is 471 00:32:19.480 --> 00:32:22.839 introduced, like a new idea of like sending an email after you've ordered something 472 00:32:22.880 --> 00:32:25.119 to let him know that it's on the way. Well, if you're not, 473 00:32:25.160 --> 00:32:29.880 if everyone's not doing that way, regardless of whether your competition is or 474 00:32:29.920 --> 00:32:32.269 not, it doesn't matter. You've got the wrong benchmarks. Yeah, it's 475 00:32:32.269 --> 00:32:37.710 table sticks. And so you know, Gillette and chick were are there razor 476 00:32:37.750 --> 00:32:42.950 companies and in a now when we beating up on the big companies because they 477 00:32:42.950 --> 00:32:45.059 they're trying to get economies of scales and there it's hard. It's hard for 478 00:32:45.180 --> 00:32:49.700 them to make these things, but they you could argue that they weren't ready 479 00:32:49.740 --> 00:32:52.220 for Dollar Shave Club. They were focusing on each other and the way that 480 00:32:52.299 --> 00:32:57.819 they were distributed. And of course those companies still need to be careful about 481 00:32:57.859 --> 00:33:00.809 how they they have to protect their distribution channels when something like dollar Shave Club 482 00:33:00.930 --> 00:33:06.890 comes along and completely upends that you could argue that, whether that's true with 483 00:33:06.970 --> 00:33:10.289 them or not, that's an example of where companies are only looking at their 484 00:33:10.289 --> 00:33:15.559 competitors and not looking at the friction in their customers lives to figure out how 485 00:33:15.559 --> 00:33:20.160 they can innovate. Yep, and in that sense this book has a quite 486 00:33:20.200 --> 00:33:22.799 a bit on innovation there towards the end that I really liked. Right and 487 00:33:22.839 --> 00:33:25.599 need to how the importance of looking outside the category that you're in in order 488 00:33:25.640 --> 00:33:30.710 to disrupt. Yeah, yeah, it was fascinating and and it was a 489 00:33:30.750 --> 00:33:34.029 lot of fun and he had a terrible cold when I interviewed him, but 490 00:33:34.109 --> 00:33:37.349 he's such a pro he didn't you couldn't tell. You couldn't tell, you 491 00:33:37.430 --> 00:33:42.099 couldn't tell. What is one takeaway was to be personally accountable and take care 492 00:33:42.099 --> 00:33:45.500 of your own universe first, and the one thing he thought that listeners could 493 00:33:45.500 --> 00:33:47.339 do is to just think about what you're going to do the next six months 494 00:33:47.420 --> 00:33:50.579 and then just pick one thing from the book, because there's quite a few 495 00:33:50.619 --> 00:33:52.380 things in there, and and think about how you're going to reinforce that. 496 00:33:52.500 --> 00:33:57.089 So I really enjoyed the book. I think Ron's extremely entertaining. I'd say 497 00:33:57.089 --> 00:34:00.569 this is a must read. For any marketing or advertising professional. I think 498 00:34:00.609 --> 00:34:04.970 it clearly explains everything you need to do to define your brand and share it 499 00:34:05.009 --> 00:34:07.049 with the world, even though there's a lot of noise out there. Yes, 500 00:34:07.130 --> 00:34:09.840 and actually, just a few days after I interviewed him, his wife 501 00:34:09.880 --> 00:34:14.360 had their second child. So that's the second time where I've been interviewing an 502 00:34:14.400 --> 00:34:17.519 author, although Ron didnss of burse a trend. Yes, I think I 503 00:34:17.639 --> 00:34:22.199 seem to be inducing Labor in the families of the authors that I speak to. 504 00:34:22.360 --> 00:34:25.269 But congratulations to Mr and Mrs tied on the new addition. Hope all 505 00:34:25.349 --> 00:34:29.230 is going well for them. Yes, well, as always, I learn 506 00:34:29.269 --> 00:34:30.909 a lot from this. Must Books, really stellar selections. As time to 507 00:34:30.949 --> 00:34:34.869 tell us about the new books you've got coming up on the marketing book podcast 508 00:34:35.269 --> 00:34:40.820 for more for the next round. And the books are the context marketing revolution. 509 00:34:42.059 --> 00:34:46.420 How to motivate buyers in the age of infinite media by Matthew Sweezy. 510 00:34:46.739 --> 00:34:52.130 Hey, another book. Yeah, talking overload. Great Book. Matthew sweezy 511 00:34:52.210 --> 00:34:58.170 works for sales force. The next book is sizing people up. A veteran 512 00:34:58.250 --> 00:35:05.769 FBI agents user manual for behavior prediction by Robin Drake. Owning game change subcategories 513 00:35:05.849 --> 00:35:09.880 uncommon growth in the digital age by David Ocker, who's considered to be the 514 00:35:12.000 --> 00:35:16.920 world renowned expert on brand and branding. But, excuse me, brand strategy, 515 00:35:17.039 --> 00:35:21.670 not not logos, for those who don't know what that means. More 516 00:35:21.750 --> 00:35:23.630 it was a more of a business strategy book and it is really good. 517 00:35:24.070 --> 00:35:29.550 And the last one is restoring the soul of business, staying human in the 518 00:35:29.630 --> 00:35:32.989 age of data, by Rashad Tobacca Wala. All of those sound awesome. 519 00:35:34.030 --> 00:35:37.300 Actually, I'm excited about they are. They are. I am the luckiest 520 00:35:37.300 --> 00:35:39.300 podcaster in the world that I get to read these books and interview these folks. 521 00:35:39.860 --> 00:35:43.059 Well, that's it for this month's be to be growth show. Book 522 00:35:43.099 --> 00:35:46.420 talked. To learn more about the marketing book podcast, Visit Marketing Book Podcastcom, 523 00:35:46.659 --> 00:35:50.690 and to learn more about James and his excellent book, which is one 524 00:35:50.730 --> 00:35:55.570 of my favorites, the perfect close, visit pure mirror. That's spelled purem 525 00:35:55.769 --> 00:36:02.489 you. I arecom and James. The last time we had the episode of 526 00:36:04.010 --> 00:36:07.840 the Book Talk There when there's no plague. Yeah, we talked about where 527 00:36:07.880 --> 00:36:12.280 we were going to be speaking soon. Well, we take all that back. 528 00:36:12.320 --> 00:36:15.480 Yeah, everything serious. Thanks make canceled. I was going to be 529 00:36:15.519 --> 00:36:19.989 off in Ohio and all these other plays all all off. So I don't 530 00:36:19.989 --> 00:36:22.590 have anything scheduled and I think a lot of speakers, I know they don't 531 00:36:22.630 --> 00:36:25.750 have anything schedule for the rest of the year. But you are still going 532 00:36:25.750 --> 00:36:30.230 to be doing some speaking, it's just going to be virtuals at right yeah, 533 00:36:30.269 --> 00:36:31.900 yeah, some of the events have turned into visual events and others have 534 00:36:31.980 --> 00:36:35.900 been pushed out far enough that we'll just have to wait and see what happens 535 00:36:35.940 --> 00:36:38.420 with the covid nineteen to see where that goes. But you never know. 536 00:36:38.500 --> 00:36:43.659 I still maybe in DC in the summer and and outbound has been moved to 537 00:36:43.900 --> 00:36:46.690 August, but we're crossing our fingers that things will look good in August for 538 00:36:46.769 --> 00:36:51.210 that. And then the relationship marketing grand summit, which is on September. 539 00:36:51.210 --> 00:36:53.610 Eight has been converted to a virtual event and we're seeing that a lot. 540 00:36:54.130 --> 00:36:58.289 So stay tuned. So, as I mentioned earlier, if either of US 541 00:36:58.289 --> 00:37:01.039 can recommend a specific sales or marketing book or the resource for whatever situation you 542 00:37:01.760 --> 00:37:05.920 find yourself in, connect with us on linkedin where we can chat and we'll 543 00:37:05.920 --> 00:37:08.920 do our best to get you pointed in the right direction and hopefully save you 544 00:37:09.079 --> 00:37:15.469 time. I hope everybody stays healthy and safe and was able to hang on 545 00:37:15.750 --> 00:37:21.710 during this really crazy time and remember keep learning, because these days the big 546 00:37:21.829 --> 00:37:30.659 learners are the big earners. I hate it when podcasts incessantly ask their listeners 547 00:37:30.699 --> 00:37:34.380 for reviews, but I get why they do it, because reviews are enormously 548 00:37:34.460 --> 00:37:37.980 helpful when you're trying to grow podcast audience. So here's what we decided to 549 00:37:37.019 --> 00:37:40.300 do. If you leave a review for me to be growth in apple podcasts 550 00:37:40.539 --> 00:37:45.650 and email me a screenshot of the review to James at Sweet Fish Mediacom, 551 00:37:45.969 --> 00:37:49.690 I'll send you assigned copy of my new book, content based networking, how 552 00:37:49.769 --> 00:37:52.969 to instantly connect with anyone you want to know. We get a review, 553 00:37:52.010 --> 00:37:54.170 you get a free book. We both win.
