#Books 6: How To Market To Increasingly Entitled Consumers w/Douglas Burdett & James Muir

WEBVTT 1 00:00:00.080 --> 00:00:04.519 Are you struggling to come up with original content weekend and week out? Start 2 00:00:04.559 --> 00:00:09.189 a podcast, interview your ideal clients, let them talk about what they care 3 00:00:09.230 --> 00:00:14.589 about most and never run out of content ideas again. Learn more at sweet 4 00:00:14.589 --> 00:00:23.699 fish Mediacom. You're listening to be tob growth, a daily podcast for B 5 00:00:23.820 --> 00:00:28.100 TOB leaders. We've interviewed names you've probably heard before, like Gary Vannerd truck 6 00:00:28.140 --> 00:00:32.020 and Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:32.659 --> 00:00:36.649 That's because the bulk of our interviews aren't with professional speakers and authors. 8 00:00:37.210 --> 00:00:41.090 Most of our guests are in the trenches leading sales and marketing teams. They're 9 00:00:41.090 --> 00:00:46.570 implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies 10 00:00:46.609 --> 00:00:49.770 in the world. My name is James Carberry. I'm the founder of sweet 11 00:00:49.770 --> 00:00:53.399 fish media, a podcast agency for BB brands, and I'm also one of 12 00:00:53.439 --> 00:00:57.439 the cohosts of the show. When we're not interviewing sales and marketing leaders, 13 00:00:57.600 --> 00:01:00.280 you'll hear stories from behind the scenes of our own business. Will share the 14 00:01:00.320 --> 00:01:03.549 ups and downs of our journey as we attempt to take over the world. 15 00:01:04.189 --> 00:01:15.230 Just getting well, maybe let's get into the show. Hello and welcome to 16 00:01:15.230 --> 00:01:19.379 the BDB growth show monthly book talk. I'm Douglespurredad, host of the marketing 17 00:01:19.379 --> 00:01:22.739 book podcast, where each week I published an interview with the author of a 18 00:01:22.900 --> 00:01:27.140 new marketing or sales book to help my listeners succeed in the quickly change world 19 00:01:27.260 --> 00:01:32.299 of marketing in sales. Joining me as my friend James Mure, author of 20 00:01:32.340 --> 00:01:36.930 the perfect close, the secret to closing sales, the best selling practices and 21 00:01:37.049 --> 00:01:41.849 techniques for closing the deal. I read every book featured on the Marketing Book 22 00:01:41.849 --> 00:01:46.650 Podcast, but James Reads even more books than I do and he listens to 23 00:01:46.849 --> 00:01:51.040 every episode of the Marketing Book Podcast, so I'm delighted that he can join 24 00:01:51.120 --> 00:01:55.599 me in this monthly episode of the BB Growth Show. We briefly recap some 25 00:01:55.719 --> 00:02:00.280 of the key ideas from the marketing and sales books that were recently featured on 26 00:02:00.480 --> 00:02:04.909 the marketing book podcast. James, welcome back to the baby growth show book 27 00:02:05.030 --> 00:02:07.709 talk. Thank you, Douglos. In this episode we're going to talk about 28 00:02:07.709 --> 00:02:10.389 five recent books featured on the marketing book podcast, which are the science of 29 00:02:10.430 --> 00:02:15.900 customer connections. Manage your message to grow your business by Jim car the innovation 30 00:02:15.020 --> 00:02:19.539 mandate. The growth secrets of the best organizations in the world by Nicholas Web 31 00:02:20.180 --> 00:02:24.340 indistractable, how to control your attention and choose your life by near Al Marketing 32 00:02:24.460 --> 00:02:30.449 to the entitled Customer. How to turn unreasonable expectations into lasting relationships by nick 33 00:02:30.490 --> 00:02:35.449 worth, David Frankland and Josh burnoff. And finally, the invisible brand marketing 34 00:02:35.490 --> 00:02:38.250 in the age of automation, big data and machine learning by William Emmerman. 35 00:02:38.650 --> 00:02:43.330 So onto the books. First up we've got the science of customer connections. 36 00:02:43.449 --> 00:02:46.479 Manage your message to Grow Your Business by Jim Carr. Now this book is 37 00:02:46.800 --> 00:02:50.400 management meets messaging. So tell us a little bit about the science of customer 38 00:02:50.599 --> 00:02:54.000 connections. Yes, it's an interesting idea because, as you may have heard, 39 00:02:54.400 --> 00:02:58.789 most word of mouth marketing, believe it or not, is offline. 40 00:02:59.389 --> 00:03:02.189 It's not online, and the books I've read about word of mouth marketing all 41 00:03:02.310 --> 00:03:08.629 confirm that. And there are actually some things that companies can do to try 42 00:03:08.710 --> 00:03:16.659 and stimulate and courage and manage the offline messages of their employees. And so 43 00:03:16.900 --> 00:03:22.780 the book talks about how to frame the message about what your company does. 44 00:03:22.979 --> 00:03:25.620 And you know what the problems you solve rather than talking about it. Miss 45 00:03:25.620 --> 00:03:29.490 kind of things you see in a lot of sales books where you talk about 46 00:03:29.490 --> 00:03:32.129 the pain points, talk about the problems rather than the, you know, 47 00:03:32.210 --> 00:03:38.569 the specific technology that you all have, and then also talks about why companies 48 00:03:38.610 --> 00:03:43.080 are so freaked out by any kind of communications and why they shouldn't be, 49 00:03:43.759 --> 00:03:47.560 but also how to avoid messaging problems. And, as you mentioned, it 50 00:03:47.719 --> 00:03:52.840 does have a fair amount about management. It's required to do this sort of 51 00:03:52.919 --> 00:03:55.550 thing, but it can be done. There's there's three parts of the book 52 00:03:55.550 --> 00:04:00.030 right. There's the message, the messengers and the management habits, and that's 53 00:04:00.110 --> 00:04:02.189 this is the first book I've ever read that actually sort of looked at the 54 00:04:02.270 --> 00:04:06.349 whole messaging problem challenge from a management perspective. So I thought it was unique 55 00:04:06.389 --> 00:04:11.939 in that regard. Yeah, there are so many things in marketing now that 56 00:04:12.419 --> 00:04:17.339 really require much more of a engineered approach from the whole company, you know, 57 00:04:17.459 --> 00:04:23.259 like customer experience and your culture and you know that that sort of thing 58 00:04:23.420 --> 00:04:27.889 where this is the same sort of thing where you will want to it's not 59 00:04:27.930 --> 00:04:30.610 going to be successful if you don't have management buy in and encouragement for doing 60 00:04:30.730 --> 00:04:35.129 this and but it can be done, agreed, and I thought it was 61 00:04:35.209 --> 00:04:40.920 interesting he sort of explodes that myth that is so prominent in sales that extroverts 62 00:04:41.120 --> 00:04:44.360 are the best sales professionals in there. When he's talking about the messengers. 63 00:04:44.600 --> 00:04:47.240 It turns out that ambervert's rule right, was right. Daniel Pink mentioned in 64 00:04:47.279 --> 00:04:50.040 his book as well. Yeah, absolutely, but it was. It was 65 00:04:50.160 --> 00:04:57.829 interesting and I just think that companies can wait for this to happen to them 66 00:04:57.910 --> 00:05:00.910 badly, or they can start to be more proactive about what is the message 67 00:05:01.230 --> 00:05:08.980 that your company is telling and encouraging. And again, it can be done 68 00:05:09.019 --> 00:05:11.899 and it can be done successfully, and it's not like you're trying to manipulate 69 00:05:11.939 --> 00:05:17.139 employees. You're just sharing throughout the organization more effective ways to help people better 70 00:05:17.180 --> 00:05:20.649 understand what your company does. Deep agreed and unique in that regard, I 71 00:05:20.769 --> 00:05:25.370 thought. So very good read for managers who want to drive better messaging and 72 00:05:25.490 --> 00:05:29.370 conversations inside their organization. What was your biggest takeaway? You think from this 73 00:05:29.410 --> 00:05:36.720 one that you can actually manage your company's offline messages more effectively than most companies 74 00:05:36.720 --> 00:05:40.399 thought they could. Gotcha, all right. Well, next up we've got 75 00:05:40.480 --> 00:05:44.560 the innovation mandate would had the growth secrets of the best organizations in the world 76 00:05:44.600 --> 00:05:47.439 by Nicholas Webb. And it's been said that the only long term sustainable business 77 00:05:47.439 --> 00:05:51.110 growth strategies innovation. And then this might be my favorite book this month and 78 00:05:51.310 --> 00:05:55.949 also tell us a little bit about the innovation mandate. This is a terrific 79 00:05:56.029 --> 00:05:59.629 book and as you know, I have terrific books on the show. But 80 00:06:00.350 --> 00:06:03.029 Nicholas Web first I should say he was on the show a couple years ago 81 00:06:03.339 --> 00:06:08.899 for his book what customers crave, which is just a right brilliant book about 82 00:06:09.540 --> 00:06:15.860 customer experience. And so this book is about innovation and he talks about why 83 00:06:15.899 --> 00:06:20.009 companies need to innovate more now than even in the past, because the rate 84 00:06:20.089 --> 00:06:24.610 of change is so quick. If you look at companies that are on the 85 00:06:24.730 --> 00:06:27.889 SMP five hundred that used to be there a hundred years or fifty years, 86 00:06:28.529 --> 00:06:30.649 in a couple of years it's estimated that most companies are going to go on 87 00:06:30.769 --> 00:06:34.759 and off the SMP five hundred in less than ten years. So there's so 88 00:06:34.800 --> 00:06:41.839 much change going on and the rate of it is increasing and the technology is 89 00:06:41.920 --> 00:06:46.470 increasing it. So it's forcing companies, or I should say another way the 90 00:06:46.550 --> 00:06:53.709 most successful companies are those that are continuously innovating, and one of the things 91 00:06:53.750 --> 00:06:57.670 that he dispels a lot of myths about innovation, and one of the things 92 00:06:57.790 --> 00:07:02.579 that companies should understand is that it's not necessarily about a great new product innovation, 93 00:07:02.620 --> 00:07:08.259 and also innovation should not come from your rd department. In other words, 94 00:07:08.699 --> 00:07:11.379 you should you can have an rd department, but don't test say that 95 00:07:11.420 --> 00:07:15.100 they're the ones in charge of innovation. If you are like so many of 96 00:07:15.139 --> 00:07:18.529 these books in marketing and sales, if you're able to focus and observe your 97 00:07:18.610 --> 00:07:24.129 customers and start to find out where the friction is in their lives, you 98 00:07:24.209 --> 00:07:30.639 are going to be able to start developing ideas that will make their life and 99 00:07:30.720 --> 00:07:34.720 certainly their experience with you more effective. So Uber or lift, those are 100 00:07:34.800 --> 00:07:39.560 not they're not owning cars and they didn't develop some new product, but what 101 00:07:39.720 --> 00:07:44.910 they did is they simply found friction in a perspective customers life. And so 102 00:07:45.790 --> 00:07:48.910 when a company wants to be innovative, of course, just like the last 103 00:07:48.949 --> 00:07:54.550 book we're talking about, if there's not commitment from the management, it fails. 104 00:07:54.589 --> 00:07:58.819 He pretty much guarantees it's going to fail, because everyone starts to realize 105 00:07:58.819 --> 00:08:00.939 that it's flavor of the month, though. We're going to be innovative. 106 00:08:00.980 --> 00:08:05.100 We're going to be innovative. But what's interesting is that his book walks you 107 00:08:05.180 --> 00:08:11.379 through how to set up an innovation system where you are getting information from your 108 00:08:11.420 --> 00:08:16.370 vendors, from your customers, from your employees, and that's where some of 109 00:08:16.410 --> 00:08:20.490 the greatest innovation ideas come from. Yeah, its not only is it show 110 00:08:20.569 --> 00:08:24.370 you that it's possible, but it provides a step by step system for establishing 111 00:08:24.449 --> 00:08:28.519 innovation and uphole pipeline in your organization, and I thought that was very you. 112 00:08:28.639 --> 00:08:31.159 Give all the books I've read of innovation, this was easily the most 113 00:08:31.200 --> 00:08:35.360 practical and applicable book. Yeah, you know. Let me add that the 114 00:08:35.679 --> 00:08:39.480 reason I so much wanted to have this on here is because I'm such a 115 00:08:39.519 --> 00:08:43.309 fan of Nick Webb, but also a few months ago I heard from a 116 00:08:43.470 --> 00:08:48.309 marketing book podcast listener who who had taken a new job, new marketing job, 117 00:08:48.549 --> 00:08:52.190 and she had previously been in sales earlier in her career, but this 118 00:08:52.830 --> 00:08:54.980 company is big company. They were saying we've got to be more innovative, 119 00:08:56.019 --> 00:08:58.299 we're got to be more innovative, and I could just envision the executive slamming 120 00:08:58.340 --> 00:09:03.460 their hands on the conference and tables saying go be innovative. It's like a 121 00:09:03.779 --> 00:09:09.009 CEO looking at the marketing people saying go market go do marketing. And so 122 00:09:09.490 --> 00:09:11.169 they even said to her, you know, you're going to have to go 123 00:09:11.370 --> 00:09:16.330 and we need you to lead an innovation workshop. And for all I know 124 00:09:16.769 --> 00:09:20.929 that management's probably thinking innovation means some sort of clever new marketing trick. So 125 00:09:22.169 --> 00:09:24.759 I said, Oh, you've got to read this book and and then, 126 00:09:24.840 --> 00:09:28.240 as well as another book that was on the show not too long ago called 127 00:09:28.240 --> 00:09:31.000 an incompoopery while your customers hate you, with how to fix it, because 128 00:09:31.200 --> 00:09:35.720 John Brandt talks quite about innovation. And she got them both and she said, 129 00:09:35.720 --> 00:09:39.110 Oh yes, this is exactly what I need and is a typical example 130 00:09:39.269 --> 00:09:41.950 of where a marketers having to be much more of a leader in their organization. 131 00:09:43.110 --> 00:09:46.429 They're having to educate about setting this in place. So I'm sure by 132 00:09:46.470 --> 00:09:50.269 now there's a whole box of his books that she shared with her management. 133 00:09:50.389 --> 00:09:54.379 So yeah, terrific, terrific book. Yeah, I really love how practical 134 00:09:54.460 --> 00:09:58.620 this book is. It's just oozing with real world examples and with a theme 135 00:09:58.659 --> 00:10:01.220 like innovation. It would have been really easy to make it look ethereal or 136 00:10:01.259 --> 00:10:03.500 like fairy dust, or he calls it a Unicorn in the book, but 137 00:10:03.620 --> 00:10:07.330 this book is actually the opposite of that, and that's really what I like 138 00:10:07.490 --> 00:10:09.370 so much about this book is it was very practical and hard hitting. So 139 00:10:09.529 --> 00:10:13.730 your favorite part? Oh Gosh, you always asked me that and I'm worried 140 00:10:13.769 --> 00:10:16.570 I'm going to hurt the author's feelings. I think my favorite part is how 141 00:10:16.610 --> 00:10:20.929 he bursts all these myths of innovation. So so many companies think that if 142 00:10:20.929 --> 00:10:24.559 you have to have innovations because it's from a new product, which is pretty 143 00:10:24.559 --> 00:10:26.799 rare. Actually, there's other ways to innovate and frankly, sometimes a new 144 00:10:26.840 --> 00:10:31.200 product your customer doesn't care about so much as innovating the way you deliver it 145 00:10:31.240 --> 00:10:35.309 or you provide your your service. The other's tons of opportunities. Yeah, 146 00:10:35.309 --> 00:10:39.509 right, and that's kind of the connection between it and incompoopery. Right is 147 00:10:39.990 --> 00:10:43.830 the basic premise is that innovation in all of its different forms needs to be 148 00:10:43.870 --> 00:10:46.830 a normal part of business, just like supply chain, just like marketing campaign. 149 00:10:48.230 --> 00:10:52.220 Innovation is not this impenetrable black box. Rather than think it should woven 150 00:10:52.259 --> 00:10:56.899 into the very fabric of your daily operations. Throughout the business. Company should 151 00:10:56.899 --> 00:11:01.419 have a sales process, a documented sales process. I know some, you 152 00:11:01.500 --> 00:11:05.049 know many don't. But if you have that it there's all the studies that 153 00:11:05.169 --> 00:11:09.929 show that if you have that, you can then improve upon it and iterate 154 00:11:09.049 --> 00:11:13.169 and all that. The measure. It exact same thing with innovation. It's 155 00:11:13.210 --> 00:11:16.129 as simple and practical as that. But you have to know what you're doing 156 00:11:16.169 --> 00:11:18.600 and you have to read his book. Yeah, if I think if a 157 00:11:18.639 --> 00:11:22.320 stand and gravel company can boost its profitability using innovation, than any company can 158 00:11:22.399 --> 00:11:26.480 do. Yes, that was such a great example because we were we were 159 00:11:26.480 --> 00:11:28.519 joking about how, oh, we're only talking about Amazon or lift or Uber 160 00:11:28.519 --> 00:11:33.070 Or, you know, all these all their all those techy companies that are 161 00:11:33.230 --> 00:11:37.870 required by podcast law to mention. And I'm kidding, but he said, 162 00:11:37.870 --> 00:11:39.909 yeah, that was my favorite example in the book was this sand and gravel 163 00:11:39.990 --> 00:11:45.429 company. They started innovating and of course it boosted their profitability and they got 164 00:11:46.070 --> 00:11:50.019 faster sales, but it was innovating that. You're not going to innovate sand 165 00:11:50.139 --> 00:11:52.620 and gravel, I'm sorry to tell you, but when you can in it, 166 00:11:52.820 --> 00:11:56.299 when you can be a massively innovative company and you're selling sand and gravel 167 00:11:56.980 --> 00:12:01.649 and aggregates for, you know, all those kinds of things, like building 168 00:12:01.690 --> 00:12:05.009 roads. Anybody can do it. Yep, Amen. All right. Next 169 00:12:05.009 --> 00:12:07.929 up we've got indistractable. How to control your attention and use your life by 170 00:12:09.090 --> 00:12:13.610 near Ale this book crosses the threshold of marketing into kind of a personal achievement 171 00:12:13.649 --> 00:12:16.559 area. So you tell us a little bit about indistractable? Well, first 172 00:12:16.559 --> 00:12:20.879 I should say that near Aal was on the show several years ago to talk 173 00:12:20.879 --> 00:12:26.840 about his phenomenal best seller first book called hooked. Yeah, and that book 174 00:12:28.320 --> 00:12:33.669 is now on the bookshelf of every office in Silicon Valley and every sense company. 175 00:12:33.110 --> 00:12:39.070 But that book talked about how companies build addictive products. So, as 176 00:12:39.149 --> 00:12:41.509 he said, you know, facebook didn't need to read the book to know 177 00:12:41.549 --> 00:12:43.299 how to do it. But when I read the book I thought, Holy 178 00:12:43.740 --> 00:12:48.580 Count I can't believe that. That book is what prompted me to remove social 179 00:12:48.659 --> 00:12:52.220 media for my phone because I saw how it was working on my brain and 180 00:12:52.340 --> 00:12:56.860 all that sort of thing. So that's a that was a great book. 181 00:12:56.340 --> 00:13:01.610 It'll freaked me out a little bit. And then this book indistractable. He 182 00:13:03.129 --> 00:13:11.529 Explains Brilliantly that in the twenty one century, because of the explosion of information 183 00:13:11.809 --> 00:13:16.360 and technology that makes it so accessible, the superpower of the twenty one century 184 00:13:16.759 --> 00:13:24.840 will be your ability to keep from being distracted. And he explains that this 185 00:13:24.919 --> 00:13:28.870 isn't new. You know, Tantalus, the Greek God which from which we 186 00:13:28.950 --> 00:13:33.710 get the word tantalizing. Even then they were talking about distractions. You know, 187 00:13:33.830 --> 00:13:35.990 there's there's traction and then there's distraction. Think of a bit on two 188 00:13:37.029 --> 00:13:43.179 things on a continuum. And so basically he explains the science behind why we 189 00:13:43.340 --> 00:13:50.500 become distracted and if you become distracted, there's nothing wrong with you and there 190 00:13:50.500 --> 00:13:54.860 are certain things that you can do to keep from being distracted. In the 191 00:13:54.940 --> 00:13:58.330 book he talks about first first the part of the book he explains why you 192 00:13:58.450 --> 00:14:05.129 become distracted, which was just a great reminder, and then he talks about 193 00:14:05.169 --> 00:14:09.610 a lot of very practical ways of keeping from being distracted, whether you're working 194 00:14:09.649 --> 00:14:13.679 in an oath open office environment, whether you're being asked for too many meetings, 195 00:14:13.639 --> 00:14:20.519 whether you are even like if you have facebook on your computer on your 196 00:14:20.600 --> 00:14:24.990 desk. Let's do desktop, let's say, because I don't even have it 197 00:14:24.070 --> 00:14:28.789 on my phone anymore and there's even a chrome plug in where you can it 198 00:14:28.909 --> 00:14:33.710 doesn't show the feed to you, but you can still see if someone's leaving 199 00:14:33.710 --> 00:14:37.509 you a message. News feed, a radical gater, yes, news feederradicator, 200 00:14:37.509 --> 00:14:39.980 which is free and it's just phenomen I've been using it for years and 201 00:14:41.139 --> 00:14:41.980 I think, because I know you're going to ask, is one of the 202 00:14:43.019 --> 00:14:50.539 biggest one of the biggest takeaways I had was this concept that your attention is 203 00:14:50.700 --> 00:14:56.450 sort of like money you're putting on a counter and you're allowing people to come 204 00:14:56.490 --> 00:14:58.250 in and take the money off the counter. So, in other words, 205 00:14:58.289 --> 00:15:05.929 I if you are easily distracted, you are probably enabling it quite a bit. 206 00:15:05.570 --> 00:15:13.279 And after reading both his books, I am reminded of this notion of 207 00:15:13.720 --> 00:15:18.080 no facebook, no twitter, I'm not allowing you to take control. I'm 208 00:15:18.120 --> 00:15:20.509 going to be in control. Same like with email, and even have the 209 00:15:20.549 --> 00:15:24.509 email on my phone. It's like the idea of okay, you check your 210 00:15:24.509 --> 00:15:28.110 email twice a day. And actually in the book he talks about how you 211 00:15:28.149 --> 00:15:31.669 should never answer an email right away because you're training the recipient to expect you 212 00:15:31.710 --> 00:15:35.860 to always be there. It's full of things like that, and he said 213 00:15:35.899 --> 00:15:39.860 the genesis of the book was when he was with his daughter one day, 214 00:15:39.860 --> 00:15:43.980 a little girl, and he was on his phone and she was trying to 215 00:15:43.019 --> 00:15:48.100 talk to him and they were supposed to be playing and it's just suddenly dawned 216 00:15:48.179 --> 00:15:52.009 on him that he wasn't present and it really, really bothered him and he 217 00:15:52.529 --> 00:15:58.570 started to go into why he was becoming distracted. And I guess he likes 218 00:15:58.649 --> 00:16:03.970 so many of us, we think that the things that are distracting us they're 219 00:16:03.970 --> 00:16:07.200 not worthy of distracting us. Right, right. You know, this book 220 00:16:07.200 --> 00:16:12.120 actually adds a couple of really important psychology contributions that I haven't read anywhere else. 221 00:16:12.159 --> 00:16:17.720 So one of them was that time management is really pain management. Yes, 222 00:16:18.000 --> 00:16:21.509 right, and it we help ables main that, yeah, manage the 223 00:16:21.509 --> 00:16:23.990 pain and discomfort that's keeping us from doing what we really care about. Right, 224 00:16:25.070 --> 00:16:27.549 and so the root of motivation is actually to move away from discomfort. 225 00:16:27.590 --> 00:16:30.750 So to me that was a very, very insightful and you start to look 226 00:16:30.789 --> 00:16:34.220 at why you're being distracted and what you're really trying, what you're avoiding by 227 00:16:34.259 --> 00:16:37.419 being distracted, and that really causes you to look at both course, back 228 00:16:37.419 --> 00:16:41.580 at yourself. The other interesting thing that he added is that for years we've 229 00:16:41.620 --> 00:16:45.460 been taught at will power is a finite resource, right, and that it 230 00:16:45.539 --> 00:16:48.570 runs out and that that you have more will power in the morning and then 231 00:16:48.610 --> 00:16:52.049 as the day goes on, it sort of trickles out and runs out of 232 00:16:52.129 --> 00:16:55.289 gas. And he says, well, that is true if you think it 233 00:16:55.490 --> 00:17:00.090 is. Yes, was that interesting? Yeah, and if people thought that 234 00:17:00.169 --> 00:17:02.159 they run out of will power, well, then they do, but if 235 00:17:02.200 --> 00:17:04.039 they don't, they don't, and so that flat. I mean it's not 236 00:17:04.160 --> 00:17:07.599 just a fact that your pope power runs out and only it only runs out 237 00:17:07.599 --> 00:17:11.319 if you think it does. Right, you may be getting more tired during 238 00:17:11.400 --> 00:17:15.069 the day, but don't confuse that with your will power. Yeah, I 239 00:17:15.509 --> 00:17:18.630 really love the psychology and all the steps. He laid out a very practical 240 00:17:18.670 --> 00:17:22.750 book to help improve relationships of with family and friends, and to me that's 241 00:17:22.750 --> 00:17:26.230 the reason that you're trying to keep yourself from getting distracted, which I think 242 00:17:26.269 --> 00:17:30.339 you he used in his example with his daughter, right. She what's superpower 243 00:17:30.380 --> 00:17:33.619 would you want? And he doesn't know, right, because he was looking 244 00:17:33.619 --> 00:17:36.059 at his fun once she answered that that's right, that's what it was. 245 00:17:36.380 --> 00:17:38.539 Yes, I'm not. I can't remember any of this without you on the 246 00:17:40.380 --> 00:17:47.769 the Colt. Yes, next we have marketing to the entitled consumer. How 247 00:17:47.809 --> 00:17:52.809 to turn unreasonable expectations into lasting relationships, by nick worth, Dave Franklin and 248 00:17:52.849 --> 00:17:55.890 Josh burnoff. And when I first saw this title I thought was going to 249 00:17:55.930 --> 00:18:00.440 be all about millennials. But News Flash, we are all entitled. So 250 00:18:00.680 --> 00:18:03.680 tell us a little bit about marketing to the entitled consumer. So yes, 251 00:18:03.839 --> 00:18:08.319 right away the title screams whiney millennials, which everyone loves to beat up. 252 00:18:08.880 --> 00:18:12.349 MILLENNIALS are not winey. I think people are just whiney regardless of their age. 253 00:18:14.069 --> 00:18:18.509 So they said the genesis. Now, now I should say Dave Franklin 254 00:18:18.549 --> 00:18:22.589 used to work at forester in their customer experience group. I think he may 255 00:18:22.630 --> 00:18:26.910 have started it. And so they were at a dinner and they've been doing 256 00:18:26.990 --> 00:18:33.380 some research for their company and one of the people at the dinner was complaining 257 00:18:33.420 --> 00:18:37.500 about how, when you are using a ride sharing app like lift or Uber, 258 00:18:38.180 --> 00:18:45.170 that where it shows the car driving, it's not always exactly where it 259 00:18:45.289 --> 00:18:48.089 is. It might be maybe a half block behind or something like this, 260 00:18:48.250 --> 00:18:52.849 and this guy was complaining about it and that's when Dave and some of the 261 00:18:52.890 --> 00:18:56.519 other said, listen to us, what's the matter with us? He said 262 00:18:56.559 --> 00:19:00.720 if you'd come to US five or ten years before those things, this ride 263 00:19:00.759 --> 00:19:04.640 sharing APPs, came out and said, look, there's this new thing you're 264 00:19:04.640 --> 00:19:08.960 going to put on your smartphone and you can call it and you're going to 265 00:19:10.029 --> 00:19:11.309 know how much it's going to cost, you know who the drivers going to 266 00:19:11.309 --> 00:19:14.750 be, you're going to know pretty much exactly when they're going to get there 267 00:19:15.470 --> 00:19:18.190 and you don't have to exchange money. It's going to be charged to your 268 00:19:18.269 --> 00:19:21.390 credit card, on and on, all the great things, and you're going 269 00:19:21.430 --> 00:19:22.789 to be able to rate the everyone would have said, I'll take it, 270 00:19:22.869 --> 00:19:26.380 I'll take it. But if they said okay, but the little icon is 271 00:19:26.460 --> 00:19:30.500 not always going to be exactly where it shows your car is, everyone say 272 00:19:30.619 --> 00:19:33.140 not a problem, I'll take it, I'll take it. So so he 273 00:19:33.220 --> 00:19:41.170 talks about how customers are feeling entitled, but not exactly in the way you 274 00:19:41.250 --> 00:19:45.650 think. So customers now have so much more control and so much more power. 275 00:19:47.289 --> 00:19:49.970 But one of the concepts they talked about in the book is with the 276 00:19:51.049 --> 00:19:55.440 entitled Consumer, which is where it may be misunderstood, is that if a 277 00:19:55.559 --> 00:20:00.160 customer gives you some information, some data about them, use that data to 278 00:20:00.279 --> 00:20:06.240 communicate with them more effectively. For instance, if you've just bought something for 279 00:20:06.279 --> 00:20:10.950 a company, don't start asking them to buy the exact same thing from you 280 00:20:11.029 --> 00:20:15.670 every day or or take what you know about this customer and make yourself more 281 00:20:15.710 --> 00:20:19.789 useful. That's what they mean by entitled. You give them information and then 282 00:20:21.430 --> 00:20:25.940 you use that information to give them a better experience. It's not hard. 283 00:20:25.940 --> 00:20:30.500 Are the technologies there, but you've got to stop being so damn sloppy. 284 00:20:30.779 --> 00:20:36.809 And the forward to the book was written by Nfl Hall of Famer Steve Young, 285 00:20:37.369 --> 00:20:41.250 who played most of his career with the San Francisco Forty niners and he 286 00:20:41.609 --> 00:20:45.769 was an MVP in the super bowl and on and on and on and can 287 00:20:45.849 --> 00:20:48.690 he said, you know, I had a hundred seven interceptions when I played 288 00:20:48.730 --> 00:20:56.400 professional football, and whenever I would throw one of these interceptions, I would 289 00:20:56.400 --> 00:20:59.160 have some excuse, like the sun was in my eyes or I you know, 290 00:20:59.799 --> 00:21:03.599 there's always an excuse. And the other guys on the team didn't really 291 00:21:03.599 --> 00:21:06.509 want to hear about it and the coach didn't want to hear about it. 292 00:21:07.150 --> 00:21:11.630 So what he did was he said, I'm just going to own it and 293 00:21:11.750 --> 00:21:15.349 I want to try to figure out how to throw fewer interceptions. So he's 294 00:21:15.430 --> 00:21:22.339 talking about how companies and marketers are throwing lots of interceptions and they need to 295 00:21:22.420 --> 00:21:27.220 own up and stop trying to throw these stupid and stop being so stupid, 296 00:21:27.740 --> 00:21:34.210 start stop appearing like an ignorant company that knows nothing about your customers. Yeah, 297 00:21:34.250 --> 00:21:37.210 besides, customers don't care about you know, and neither does the coach 298 00:21:37.329 --> 00:21:41.650 care about the interceptions. So the route or the Lynch pin of the whole 299 00:21:41.769 --> 00:21:47.839 book is sort of like with the innovation mandate, you have to have customer 300 00:21:48.480 --> 00:21:53.119 focused marketing. You, the more that your company can focus around the consumer 301 00:21:53.279 --> 00:21:56.599 or the customer, the more effective everything else is going to be. But 302 00:21:56.680 --> 00:22:02.750 most companies are focused around themselves and how they want to be organized anyway. 303 00:22:02.750 --> 00:22:07.029 They talk about how they call it consumer yes, consumer first, marketing, 304 00:22:07.069 --> 00:22:11.269 thank you, and how you need to be more adaptive. And you know, 305 00:22:11.549 --> 00:22:14.069 he talks about they talk about how you companies don't have to do this, 306 00:22:14.950 --> 00:22:17.980 but in the future there's going to be a wide Gulf, there's not 307 00:22:18.059 --> 00:22:22.500 going to be a an even continuum. You can have companies that understand this 308 00:22:22.700 --> 00:22:26.019 and get it and then you're going to have all the lagguards. There's not 309 00:22:26.099 --> 00:22:30.210 going to be any any middle ground there, and so that kind of ties 310 00:22:30.329 --> 00:22:33.009 into their whole concept of transference of sitelement. Do you remember this? So 311 00:22:33.250 --> 00:22:37.650 basically we take our expectation, wait whatever expectation is, of our best experience 312 00:22:37.730 --> 00:22:42.769 somewhere and then we transfer that onto another situation. It's where like well, 313 00:22:42.809 --> 00:22:45.359 Jeez, if Disney can do it this way, how yes, this way, 314 00:22:45.400 --> 00:22:48.039 or family is not going to do it this way, how come you 315 00:22:48.119 --> 00:22:51.200 can't do it this right? Right, and that's where he says there's a 316 00:22:51.480 --> 00:22:55.519 folly where a company will say, well, we're the best in our category. 317 00:22:56.920 --> 00:23:00.150 Absolutely wrong thing to say. First for two reasons. One, your 318 00:23:00.190 --> 00:23:06.309 competitors might suck. Mean, you might be the best of a crappy industry. 319 00:23:07.269 --> 00:23:11.230 I'm home remodeling comes to mind, as my colleague is suffering through that 320 00:23:11.309 --> 00:23:15.420 right now. He's sitting there now. But also, it doesn't matter, 321 00:23:15.819 --> 00:23:19.380 because if they see that some other company can do this, then you should 322 00:23:19.380 --> 00:23:22.819 do it just like. You Know Amazon. Why am I head? I 323 00:23:22.019 --> 00:23:26.660 ordered this is no kidding, James Muir. I ordered a book the other 324 00:23:26.700 --> 00:23:30.250 day. It was actually on Amazon. Some buyer and they say, okay, 325 00:23:30.250 --> 00:23:33.450 it'll be there next month, I said, but it wasn't Amazon selling 326 00:23:33.529 --> 00:23:37.450 it, it was some other third shirt party seller. I mean, I 327 00:23:37.569 --> 00:23:40.650 cancel it immediately and Secon't wait that long and there were others that you could 328 00:23:40.650 --> 00:23:44.559 get pretty quickly, but it was like a month. Now I do actually 329 00:23:44.599 --> 00:23:45.680 need to get it in a couple days because I want to get it read 330 00:23:45.759 --> 00:23:48.759 before this book club that I'm going to go meet with. So anyway, 331 00:23:48.759 --> 00:23:53.039 it's this transference. I'm glad you mentioned that is such a great example. 332 00:23:53.400 --> 00:23:56.309 Yeah, I think listeners should know that there's actually a ton of science in 333 00:23:56.430 --> 00:24:00.869 this book. It's a very good book, and they make some distinctions at 334 00:24:00.869 --> 00:24:03.950 the very beginning between hard entitlement, which is people making demands. They want 335 00:24:03.950 --> 00:24:07.269 control. If you don't get what I want, I'm going to punish you. 336 00:24:07.390 --> 00:24:10.420 Right, that's hard entitlement, and then there's soft entitlement, which is 337 00:24:10.740 --> 00:24:14.059 more what you were talking about. People are willing to share their data to 338 00:24:14.180 --> 00:24:18.339 get better service, but what they're expecting is that that I'll help you and 339 00:24:18.460 --> 00:24:22.220 give you some my data if you helped me become more relevant to me and 340 00:24:22.339 --> 00:24:25.690 because I've shared this data with you. Yeah, exactly right. So I 341 00:24:25.970 --> 00:24:29.130 really like the huge amount of data in here and these guys do a really 342 00:24:29.170 --> 00:24:33.210 excellent job of decoding your clients. We all talk about after they leave at 343 00:24:33.210 --> 00:24:36.809 the you know, they were unhappy and unreasonable, and there's some very interesting 344 00:24:36.809 --> 00:24:40.319 implications, I think here on this book for the Healthcare Space, which I 345 00:24:40.359 --> 00:24:44.400 spent a lot of time in. Right, everyone in healthcare excepts that patient 346 00:24:44.480 --> 00:24:47.079 centricity is the key to solving the healthcare crisis, but I can tell you 347 00:24:47.119 --> 00:24:49.200 that we got a long, long way to go before we're hitting, you 348 00:24:49.319 --> 00:24:53.150 know, patient centricity. Just go to visit the doctor sometime and you'll see 349 00:24:53.150 --> 00:24:56.470 what I'm talking about. I think every physician administrator should read this book because 350 00:24:56.470 --> 00:25:00.069 it would give them a very eye opening perspective on what it really means to 351 00:25:00.150 --> 00:25:03.829 be patient centered or or or customer. Yeah, this book was, like 352 00:25:03.990 --> 00:25:10.539 so many of them, just beautifully written and very well explained. You know, 353 00:25:10.660 --> 00:25:14.059 my hats off to to these guys on this, on this book. 354 00:25:14.059 --> 00:25:15.740 It's a I think it's a book. It's going to be around for a 355 00:25:15.819 --> 00:25:18.380 while too. That's a very important book to read, for for marketers. 356 00:25:18.420 --> 00:25:23.529 It's also super relevant to sales because these you know, the whole idea of 357 00:25:23.609 --> 00:25:29.650 the crm. You know, stop having for people trying to call me from 358 00:25:29.690 --> 00:25:33.809 the same thing. And why don't you know what we talked about last time 359 00:25:33.490 --> 00:25:37.279 to move me further along on the sales process? I know, I know, 360 00:25:37.519 --> 00:25:40.480 it is so bad and all I got to do is look at your 361 00:25:40.519 --> 00:25:44.400 email box to see that everybody in the world is not is ignoring that principle, 362 00:25:45.839 --> 00:25:48.880 even people that claim that they're their outbound companies that should know better, 363 00:25:49.109 --> 00:25:52.349 they're still doing it. So it's amazing. All right. Last up, 364 00:25:52.390 --> 00:25:56.269 we've got the invisible brand. Marketing in the age of automation, big data 365 00:25:56.309 --> 00:26:00.710 and machine learning, by William Ammermon. This book is about AI and marketing 366 00:26:00.789 --> 00:26:04.700 and boy is it an eye opener. Give us the load down on the 367 00:26:04.779 --> 00:26:10.819 invisible brand. Sure the idea for the book title is was very interesting to 368 00:26:10.900 --> 00:26:14.740 me. So anyone that's ever heard of Adam Smith. He wrote what was 369 00:26:14.779 --> 00:26:18.019 that? He wrote wealth of Nat the invisible hand. Well, the wealth 370 00:26:18.019 --> 00:26:22.130 of nations in's like one thousand seven hundred and seventy six and it's about economics, 371 00:26:22.250 --> 00:26:27.890 as the concept in that was and he's considered like the father of modern 372 00:26:27.890 --> 00:26:33.240 economics. Are But this idea of the invisible hand of economics, where there's 373 00:26:33.240 --> 00:26:41.640 this underlying force that searches for competitive advantage and offering value. And why not? 374 00:26:41.720 --> 00:26:48.109 To get political, but that's why a more of a capitalist approach works 375 00:26:48.150 --> 00:26:53.549 better than a command and control economy, because the invisible hand of economics is 376 00:26:53.589 --> 00:27:00.269 able to be much more efficient and find needs and fill those needs more efficiently. 377 00:27:00.470 --> 00:27:03.980 I know all the economists listening to this or saying this Guy Hasnt no 378 00:27:03.099 --> 00:27:07.660 he's talking about, but I did my best. Okay. So the invisible 379 00:27:07.859 --> 00:27:11.940 brand is a very similar thing, where this automation and this machine learning, 380 00:27:12.380 --> 00:27:18.289 it's getting things to become more efficient, it's always learning and it's operating in 381 00:27:18.410 --> 00:27:23.769 the background all the time. And so he talks about how there's lots of 382 00:27:25.250 --> 00:27:27.809 software out there that is just getting smarter and smarter and smarter, and it 383 00:27:29.009 --> 00:27:33.279 relates to add buying and is it collects more data or, like, you 384 00:27:33.319 --> 00:27:37.079 know, you hear about the Internet of things where the all this every device 385 00:27:37.359 --> 00:27:40.559 now can be connected. Well, you just keep getting more and more of 386 00:27:40.680 --> 00:27:44.630 that that information. So he talks, he does a little bit of bit 387 00:27:44.789 --> 00:27:51.549 about the history of how, like ad buying is becoming increasingly has become increasingly 388 00:27:51.950 --> 00:27:56.589 programmatic and talks about how social media uses a lot of these very same things. 389 00:27:57.069 --> 00:28:02.339 This wasn't just about marketing. And what was interesting is he does a 390 00:28:02.579 --> 00:28:07.180 brilliant job of explaining how we are, because of all this machine learning and 391 00:28:07.299 --> 00:28:14.690 ai and so forth, we are going increasingly into our own bubbles in terms 392 00:28:14.730 --> 00:28:18.170 of the information we're getting and even the news that were offered up. It's 393 00:28:18.289 --> 00:28:22.609 based on our reactions in the past. So he gave an example of how 394 00:28:22.130 --> 00:28:29.319 everyone's news feed is different on facebook or Linkedin or whatever, and you have 395 00:28:29.400 --> 00:28:33.519 to be very careful about where you get your information now, because it's serving 396 00:28:33.559 --> 00:28:37.759 you only what it thinks that you want to have. So that was that 397 00:28:37.920 --> 00:28:41.509 was kind of freaking me out. And then he talks about, you know, 398 00:28:41.589 --> 00:28:45.509 the things that the governments can be doing and even I mean, look 399 00:28:45.549 --> 00:28:52.950 at the worst example in China, where they're going to debut soon a scoring 400 00:28:52.990 --> 00:29:00.259 system for every citizen based on what they're observing about your behaviors and in all 401 00:29:00.299 --> 00:29:03.940 aspects of life. Well, that's using all of that sort of stuff and 402 00:29:04.660 --> 00:29:08.940 so and and on and on. So this isn't science fiction either. Is 403 00:29:10.410 --> 00:29:11.250 Now, and as you read this whole thing, you just start to realize 404 00:29:11.289 --> 00:29:15.410 how much potential for good it is, but also how much potential there is 405 00:29:15.609 --> 00:29:18.730 for bad there. And of course the scary thing is it's already here right, 406 00:29:18.809 --> 00:29:21.130 and I think that's one of the things that makes the whole thing so 407 00:29:21.329 --> 00:29:23.400 interesting. So what did you think about the potential abuses and Google? Noi 408 00:29:23.480 --> 00:29:27.359 on his his thoughts and thereak me out. You know I'm using ducduck go 409 00:29:27.559 --> 00:29:30.599 moore. I don't know, it's just not just it pushed me in a 410 00:29:30.640 --> 00:29:34.400 few directions I hadn't seen before and I know that in Europe there's much more 411 00:29:34.440 --> 00:29:41.069 sensitivity to your own personal data and that sort of thing. I think I 412 00:29:41.309 --> 00:29:44.630 understand why that's such a concern, and what I mean by that is everyone's 413 00:29:44.630 --> 00:29:48.390 concerned about it. But I believe in your like with GDP, are you're 414 00:29:48.470 --> 00:29:52.259 in Europe, there's some, I think, pending legislation, or maybe it's 415 00:29:52.259 --> 00:29:57.819 an euth thing where you they want people to have the right to remove their 416 00:29:57.900 --> 00:30:02.500 digital past or something like that. Again, I'm making I'm I'm irritating the 417 00:30:02.619 --> 00:30:07.730 economist as well as the legislators now, but I better understood why that is 418 00:30:07.849 --> 00:30:11.329 because I saw the potential for so much evil with all of this sort of 419 00:30:11.369 --> 00:30:14.890 thing. And of course there are wonderful things. You can have a much 420 00:30:14.890 --> 00:30:18.329 better experience with a company and that type of thing. But I hear so 421 00:30:18.369 --> 00:30:26.440 much about artificial intelligence and big dad and machine learning and I think a lot 422 00:30:26.519 --> 00:30:30.319 of people think, oh, yeah, that's future, that's two thousand and 423 00:30:30.359 --> 00:30:33.079 one a space odyssey. You know that that's way out there. But as 424 00:30:33.119 --> 00:30:36.230 we you know, as you mentioned, as we said in the interview, 425 00:30:36.309 --> 00:30:41.430 it's it's here. It's already here and it I may not it probably made 426 00:30:41.430 --> 00:30:45.710 me drive home thinking different things because I was just so much more familiar and 427 00:30:45.789 --> 00:30:48.869 I think that, you know, if there's one book to read, this 428 00:30:49.019 --> 00:30:53.460 would be a great one for marketers to understand the role it's playing. I 429 00:30:53.500 --> 00:30:59.779 don't think marketer should be afraid of it. It will replace some jobs, 430 00:30:59.900 --> 00:31:02.059 but there's even more jobs they need to come in. But you know what 431 00:31:02.140 --> 00:31:04.809 else was interesting in the book? You talked about how in the past marketers, 432 00:31:04.849 --> 00:31:10.970 and we still do, we know how to not gain the search engine 433 00:31:10.970 --> 00:31:15.490 algorithms. You can't really do that anymore. Not known anymore, fortunately. 434 00:31:15.930 --> 00:31:21.160 And he talks about how you need to be able to game or have a 435 00:31:21.240 --> 00:31:26.599 deep, deep understanding in how the artificial intelligence algorithms are working in order to 436 00:31:26.759 --> 00:31:30.920 get your product found. Yeah, you might not get fun up, but 437 00:31:30.920 --> 00:31:33.309 he's doesn't quite a little time and it's I think it's very valuable. His 438 00:31:33.430 --> 00:31:36.750 contribution on voice search here. I've not read anywhere else what he's got in 439 00:31:36.829 --> 00:31:41.269 the first few chapters of the book about the importance of voice search and how 440 00:31:41.309 --> 00:31:45.150 that relates to us as marketers. Yes, and some pots might might be 441 00:31:45.230 --> 00:31:47.700 thinking, Hey, I'm not going to mess with that, but the truth 442 00:31:47.740 --> 00:31:49.940 is it's up it's upon you. Yeah, right, and and that's if 443 00:31:49.980 --> 00:31:52.819 people are buying that way that we have to we have to engage in that 444 00:31:52.859 --> 00:31:56.819 technology and that's why he's encouraging us to understand the algorithms, because if you 445 00:31:56.859 --> 00:31:59.579 don't, if you don't feed the algorithms what they want, you won't get 446 00:31:59.579 --> 00:32:00.730 found. It's as simple as that. And I think at the end of 447 00:32:00.769 --> 00:32:05.410 the interview I said what's somebody, what's something somebody could do today, you 448 00:32:05.450 --> 00:32:07.250 know, based on an idea in your book book. He said, see 449 00:32:07.529 --> 00:32:13.769 if you can find your company or buy your product by using voice search. 450 00:32:14.170 --> 00:32:20.160 Do it right now. And you know, I had been Google had sent 451 00:32:20.279 --> 00:32:22.720 me whatever they're smart speakers called. I can't. I Google at home, 452 00:32:22.799 --> 00:32:27.200 I think, and so I played with it here in the office and I 453 00:32:27.480 --> 00:32:29.799 couldn't seem to get it set up correctly. But you know, I'm the 454 00:32:29.839 --> 00:32:35.990 guy that on a VC are always blinked twelve so and for the younger listeners, 455 00:32:36.309 --> 00:32:38.630 a VCR was a thing where you put a tape cartridge in and you 456 00:32:38.670 --> 00:32:44.819 could watch a movie. Maybe you've heard of DVD's, but anyway. Then 457 00:32:44.859 --> 00:32:47.420 I brought it home and my son, who has a computer science degree, 458 00:32:47.460 --> 00:32:51.140 he was able to get a set up and we just used it like to 459 00:32:51.180 --> 00:32:52.779 say, what time is it or what's the weather? I went home and 460 00:32:52.819 --> 00:32:58.180 disconnected that thing. I don't want anyone listening to anything I'm doing at home. 461 00:32:58.220 --> 00:33:00.329 I don't know just maybe it's just me, but it was. He 462 00:33:00.529 --> 00:33:06.490 talked in the book about how a couple was talking about a some renovation they 463 00:33:06.529 --> 00:33:10.529 were doing in their home or something and something insignificant, and that smart speaker 464 00:33:10.690 --> 00:33:15.319 than email to transcript of their conversation to their entire contact list. Boom. 465 00:33:15.680 --> 00:33:20.640 Yeah, and we had similar experiences here at our house where it's suddenly thinks 466 00:33:20.640 --> 00:33:23.000 we said something in it spits out a bunch of yes like so it's lessen, 467 00:33:23.079 --> 00:33:25.319 it's listening all the time. And what I had to laugh though, 468 00:33:25.359 --> 00:33:28.630 at the end of the interview. I said how best can listen to learn 469 00:33:28.670 --> 00:33:30.950 more about you and your book? He said, well, here's what they 470 00:33:30.950 --> 00:33:36.470 should do. They should say Alexa by Will William Ammerman's book, the invisible 471 00:33:36.630 --> 00:33:40.069 brand, or whatever your command is, and I just thought, oh, 472 00:33:40.309 --> 00:33:45.059 well played, good sir. Will played funny. Yeah, I love this 473 00:33:45.099 --> 00:33:50.539 book. William Erman bring sense to the whole Ai Revolution that's taking place right 474 00:33:50.579 --> 00:33:52.579 now. He writes in a way that's easy to understand, it's easy to 475 00:33:52.619 --> 00:33:58.410 digest. The processes in the scenarios are all explained in his book and he 476 00:33:58.490 --> 00:34:00.730 does something that I haven't seen. I've read a few AI books, and 477 00:34:00.329 --> 00:34:02.529 he does something I haven't seen in any other AI books, and that is 478 00:34:02.650 --> 00:34:07.930 he takes the time to assess the impact to people as an actual consideration, 479 00:34:07.970 --> 00:34:09.880 and I think that's a value contribution that nobody else has done yet. So 480 00:34:10.360 --> 00:34:16.039 undoubtedly a fascinating, sobering and very timely insight into the rapidly changing world of 481 00:34:16.119 --> 00:34:20.039 marketing and AI. And let me just add to that I have gotten a 482 00:34:20.079 --> 00:34:23.869 number of books about Ai that come in here and I've gone through them and 483 00:34:24.670 --> 00:34:28.469 I know it's just me and I'm probably wrong, but there are a number 484 00:34:28.469 --> 00:34:30.269 of authors that are trying to show how smart they are. Well, I 485 00:34:30.309 --> 00:34:35.630 think William Ammerman is so smart that he didn't feel the need to do that. 486 00:34:35.869 --> 00:34:39.500 Instead, he was explaining something, just like rand fish can explain search 487 00:34:39.539 --> 00:34:45.300 engine optimization. You know, if you're smart enough and you know the subject, 488 00:34:45.579 --> 00:34:49.380 you can explain it in a way that a knuckleheaded podcaster like myself can 489 00:34:49.460 --> 00:34:54.809 understand. And that's us. Yeah, yeah, we're good. All right. 490 00:34:54.849 --> 00:35:00.010 Well, this month's books touched Yo as much on personal achievement and business 491 00:35:00.050 --> 00:35:02.570 growth as they did marketing. So tell us a little bit about the books 492 00:35:02.570 --> 00:35:06.449 that are coming up on the marketing book by okay, well, next week, 493 00:35:06.610 --> 00:35:07.880 next month. Excuse me, there's only four. Okay, so we're 494 00:35:07.880 --> 00:35:12.639 back to for the first one is hello, my name is awesome. How 495 00:35:12.679 --> 00:35:16.480 to create brand names that stick, by Alexander Watkins. It's the second edition 496 00:35:16.719 --> 00:35:23.389 of that excellent, absolutely creative, hilarious book. The next one is strategy 497 00:35:23.469 --> 00:35:30.750 man versus the Anti Strategy Squad, using strategic thinking to defeat bad strategy and 498 00:35:30.829 --> 00:35:36.900 save your plan by rich horrwath. It is a graphic novel, the whole 499 00:35:37.139 --> 00:35:42.059 thing, hundred and sixty six pages of cartoons. It is absolutely brilliant and 500 00:35:42.099 --> 00:35:45.179 must have cost a fortune to produce. It was really well done. We're 501 00:35:45.179 --> 00:35:49.460 going to talk about that next time. The next one is get the meeting, 502 00:35:49.500 --> 00:35:53.849 an illustrative contact marketing playbook by STU Heinek, who's a friend of you 503 00:35:54.050 --> 00:35:58.610 and me, and he's's a follow up to his first book, which was 504 00:35:58.730 --> 00:36:01.449 a hands down best seller, called how to get a meeting with anyone. 505 00:36:01.849 --> 00:36:06.679 Brilliant book, but how to break through, to get a meeting with the 506 00:36:06.760 --> 00:36:12.320 person that can change everything for Your Business, your career or whatever it's this 507 00:36:12.440 --> 00:36:15.679 one's more tactical and has lots of case studies. And the last one, 508 00:36:16.360 --> 00:36:22.710 which will be episode two hundred and fifty, is mean people suck. How 509 00:36:22.869 --> 00:36:27.750 empathy leads to bigger profits and a better life, by Michael Brenner, and 510 00:36:27.829 --> 00:36:30.829 it's the first book I've had on a OT empathy which, as you probably 511 00:36:30.869 --> 00:36:35.260 already know, I think is the most important word in marketing and sales. 512 00:36:36.340 --> 00:36:38.739 And that's it for this month's bb gross showbook talk. To learn more about 513 00:36:38.739 --> 00:36:43.699 the marketing book podcast, Visit Marketing Book podcastcom. And to learn more about 514 00:36:43.699 --> 00:36:50.090 James and his excellent book the perfect clothes, visit pure mirrorcom. That's spelled 515 00:36:50.170 --> 00:36:55.730 puremuirecom. And if either of US can recommend a specific sales or marketing book 516 00:36:55.730 --> 00:37:00.610 or other resource for whatever situation you find yourself in, feel free to connect 517 00:37:00.610 --> 00:37:02.679 with us on linkedin where we can chat and we'll do our best to get 518 00:37:02.760 --> 00:37:07.320 you pointed in the right direction and maybe even save you some time. And 519 00:37:07.480 --> 00:37:13.400 remember, keep learning, because these days the big learners are the big earners. 520 00:37:15.150 --> 00:37:19.190 If you are a regular listener of B Tob Growth, odds are you 521 00:37:19.230 --> 00:37:23.429 might enjoy sales success stories with Scott Ingram as well well. This here thanks 522 00:37:23.469 --> 00:37:28.469 to a partnership with outreach and sales hacker, our friends, Scott Ingram is 523 00:37:28.550 --> 00:37:32.659 making the live stream of his sales success summit available for free. The event 524 00:37:32.860 --> 00:37:38.500 is on October fourteen and fifteen, featuring thirteen presentations and five panels, all 525 00:37:38.659 --> 00:37:43.900 presented by top performing be tob sales professionals. You can check it out and 526 00:37:44.059 --> 00:37:50.090 register at top one DOT FM live. That's top the number one DOT FM 527 00:37:51.050 --> LIVE