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Talking About Marketing

By: Auscast Network
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  • Summary

  • Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming. Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity. Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde Principles. You can never be overdressed or overeducated. - Oscar Wilde Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business. We welcome your comments and feedback via podcast@talkedaboutmarketing.com
    2024 Auscast Network
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Episodes
  • Let's Make A Date To Talk

    Let's Make A Date To Talk
    Jun 3 2024
    In this episode of Talking About Marketing, Steve Davis and David Olney explore a range of topics that highlight the challenges and opportunities faced by small business owners in today's dynamic environment. The Person segment delves into the current economic instability and its impact on small businesses. Drawing on Edward Chancellor’s book, The Price of Time, they discuss how economic policies designed to create stability often result in prolonged difficulties, and they encourage business owners to persevere despite these challenges. In the Principles segment, the duo shares insights from Chris Anderson’s book, TED Talks: The Official TED Guide to Public Speaking. They explore the art of crafting impactful presentations, focusing on the importance of a strong core idea, engaging openings and closings, and the value of narrative structure and emotional engagement. The Problems segment features an amusing yet instructive example of poorly executed automated marketing outreach. Steve and David dissect an email that highlights the importance of genuine engagement and personalised communication, offering valuable lessons for improving marketing practices. Finally, in the Perspicacity segment, they examine the evolution of dating advertisements and the increasing role of AI in human connections. They discuss the potential downsides of outsourcing personal interactions to AI and emphasise the enduring value of genuine human engagement. Join Steve and David as they blend practical advice with philosophical reflections, providing tools and perspectives to enhance both your personal and professional life. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:20 Person This segment focusses on you, the person, because we believe business is personal.Navigating Economic Challenges: The Silver Lining for Small Businesses In the Person segment, Steve Davis and David Olney address the current economic instability affecting households and businesses, with fluctuating interest rates and rising costs creating a challenging environment. Drawing on Edward Chancellor’s book, The Price of Time, David argues that there is a silver lining to these economic storm clouds, albeit a bitter pill to swallow. Chancellor’s research reveals that efforts to maintain economic stability have paradoxically led to more significant crises. Historically, capitalism thrives on the concept of creative destruction, where failing businesses collapse, allowing more efficient and innovative entities to rise. However, since the early 20th century, policies aimed at stability have led to prolonged economic malaise, preventing necessary market corrections and fostering inefficiency. David explains how these macroeconomic policies impact small businesses, which often struggle despite their passion and skill. Small business owners frequently express a love for their work and a belief in their ability to provide superior products or services. Yet, they also face constant challenges, teetering on the edge of success and failure. This dichotomy stems from a distorted economic environment that impedes their progress. Steve reinforces this point with an example from his recent interview on The Adelaide Show podcast with three family-run winemakers - Leadership Drought: A Call To Wine Australia Amid Small And Family Winery Despair. These small wineries face competition from large, mediocre conglomerates that dominate the market with lower prices and inferior products. Consumers, under financial stress, often choose the cheaper options, unaware of the significant difference a few extra dollars can make. The segment concludes with an acknowledgment that while the economic environment is tough, it’s essential for small business owners to persist. They should not take responsibility for the broader economic issues but continue to innovate and collaborate. The metaphor of Australian flora requiring fire to germinate serves as a reminder that out of destruction can come new growth and opportunities. 09:50 Principles This segment focusses principles you can apply in your business today.Crafting Impactful TED Talks: The Art of Distilling Ideas In the Principles segment, Steve Davis and David Olney delve into the art of crafting impactful TED Talks, inspired by Chris Anderson's book, TED Talks: The Official TED Guide to Public Speaking. The discussion begins with their personal experiences and evolving perceptions of TED Talks. While the sheer volume of content may have diluted their initial excitement, both agree that TED Talks reliably deliver valuable insights and inspiration. Steve underscores the importance of the book, recommending it for its rigorous approach to crafting a compelling 18-minute presentation. The process of distilling ideas into a concise format can elevate one's public speaking skills, even if they never deliver a formal talk. He emphasises the significance of identifying a core idea or "...
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    38 mins
  • Always Look On The 80/20 Side Of Life

    Always Look On The 80/20 Side Of Life
    May 20 2024
    In this episode of Talking About Marketing, Steve Davis and David Olney delve into the power of communication, the efficiency of the 80/20 Principle, the pitfalls of relying on AI-generated content, and the allure of doom narratives. The Person segment explores the foundational aspects of effective communication, drawing insights from Steve’s recent talk at the Visitor Information Services conference. In the Principles segment, they discuss Richard Koch’s "The 80/20 Principle," highlighting how focusing on high-impact activities can significantly improve productivity and satisfaction. The Problems segment recounts Steve's experience with Perplexity AI, emphasising the importance of human oversight when using AI tools. Lastly, in the Perspicacity segment, they examine the fascination with doomsday predictions and the potential of a more hopeful narrative, inspired by Hannah Ritchie’s "Not the End of the World." Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:10 Person This segment focusses on you, the person, because we believe business is personal.The Art Of Engaging Communication In this segment, Steve Davis shares insights from his recent talk at the South Australian Visitor Information Services conference, focusing on the importance of effective communication in tourism. He discusses the valuable lessons derived from two influential books: "Change Your Questions, Change Your Life" by Dr. Marilee Adams and "Supercommunicators" by Charles Duhigg. These works emphasise the need for presence, warmth, and genuine engagement when interacting with visitors. Steve underscores the foundational aspect of communication: listening. He asserts that individuals with a naturally warm heart and curiosity are indispensable in the tourism industry. These innate qualities cannot be fabricated; therefore, hiring people with such cultural qualities and training them in the necessary skills is crucial. To illustrate his points at the conference, Steve read a letter written by the late author Kurt Vonnegut to high school students in 2006. In this episode, we play a wonderful reading by Sir Ian McKellen from the highly recommended YouTube channel, Letters Live. Vonnegut's letter encourages the practice of art in various forms—not for fame or money, but for personal growth and soul enrichment. This advice is particularly relevant for individuals in the tourism sector, as engaging in creative activities fosters a positive disposition and an eagerness to help others. David Olney adds that a person with a good disposition, who enjoys being happy, can learn almost anything. Conversely, someone mired in misery cannot be taught to smile. He reflects on the transformative power of art, suggesting that creative pursuits teach a "quiet, happy courage" that makes the future seem less daunting. Steve concludes by highlighting the contrast between a creatively engaged person and one who views their job as a chore. The former will always strive to make interactions enjoyable and solve problems enthusiastically. This segment serves as a reminder that creativity and a positive attitude are essential for enhancing customer experiences and overall job satisfaction. In post production, we also slipped in a magic scene from Back To School, in which the late Kurt Vonnegut made a cameo appearance. 11:13 Principles This segment focusses principles you can apply in your business today.Embracing the 80/20 Principle for Maximum Impact In the Principles segment, Steve Davis and David Olney explore "The 80/20 Principle" by Richard Koch, a book that delves into the Pareto Principle, originally observed by Italian economist Vilfredo Pareto in 1896. This principle posits that 20 percent of efforts typically yield 80 percent of results, while the remaining 80 percent of efforts contribute to just 20 percent of outcomes. Pareto's observations extended beyond economics to reveal a universal pattern of disproportionality in various aspects of life and nature. Steve highlights how Koch’s book emphasises the importance of identifying and focusing on the most impactful activities. For small business owners, this means recognising that a significant portion of their efforts may yield minimal results, and instead, they should concentrate on the tasks that generate the most benefits. Koch advises outsourcing or eliminating less productive activities and honing efficiency in necessary but less impactful tasks. David reflects on his academic career, where he felt overwhelmed by unproductive tasks, and how embracing the 80/20 principle in his new career has significantly enhanced his professional satisfaction. He underscores the necessity of prioritising tasks that align with one's strengths to maximise results and free up time for personal interests and creativity. Steve introduces an excerpt from Richard Koch, who outlines strategies for those feeling stuck in their careers. Koch suggests emulating the ...
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    39 mins
  • The Big Potential Of Being Better Together

    The Big Potential Of Being Better Together
    May 6 2024
    In this thought-provoking episode titled "The Big Potential of Being Better Together," we explore the profound impact of collaboration and collective effort across various facets of life, from personal relationships to professional environments. The episode weaves through different segments, each offering unique insights into how we can harness our collective potential to achieve greater outcomes. In the Person segment, we delve into a fascinating discussion about communication and connection, inspired by an interview with Craig Haslam from Untamed Escapes. Craig's experiences illustrate the power of empathy and understanding in creating meaningful interactions, reminding us that effective communication often involves matching the emotional tone and energy of those we engage with. Moving to the Principles section, we focus on Shawn Achor's influential book, "Big Potential," which advocates for the idea that success is not achieved in isolation. Achor's concept that "the whole is greater than the sum of its parts" resonates deeply, highlighting that businesses and individuals thrive not by focusing on star performers but through a constellation of contributors working harmoniously. In our Problems segment, we address practical challenges associated with modern AI tools, providing a useful hack for enhancing interactions with technologies like ChatGPT. This discussion not only sheds light on the evolving capabilities of AI but also offers tips on how to ensure these tools meet our expectations and needs effectively. Finally, the Perspicacity segment takes us on an unexpected journey into the world of Star Trek, drawing parallels between the series' themes and our episode's central message. The collaborative dynamics between characters like Spock and Captain Kirk serve as a metaphor for the episode's overarching theme: embracing diversity of thought and approach to overcome challenges and achieve common goals. Throughout the episode, the recurring theme is clear: whether in the depths of space or within the confines of our daily interactions, we achieve more together than we ever could alone. By fostering environments where collaboration and collective action are prioritised, we can unlock our 'big potential' and pave the way for a more connected and productive future. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:37 Person This segment focusses on you, the person, because we believe business is personal.Communicate Clearly With Passion And You Can Help The Blind See In the Person segment, we reflect on a powerful interview from The Adelaide Show Podcast with Craig Haslam from Untamed Escapes, who shares his profound experiences conducting tours across Australia. Craig's story brings to life the essence of being a super communicator, a concept we've discussed in relation to Charles Duhigg’s insights. His ability to match the emotional tone and energy levels of those he interacts with provides a real-world example of effective communication. The highlight of the segment is Craig's account of guiding a legally blind man across the Nullarbor. By vividly describing the scenery, Craig's colleague enabled his guest to 'see' through his other senses, notably enhanced by the enthusiasm and vivid descriptions provided. This anecdote beautifully illustrates how genuine enthusiasm and empathy can transform experiences, making them memorable and impactful. As we discuss these themes, we're reminded of the importance of being fully present in our interactions. In today’s world, where distractions are rife, the ability to engage wholly and attentively with those around us is both rare and invaluable. It’s about creating moments that matter, whether in tourism, hospitality, or any sector that relies on human-to-human connection. This episode serves as a gentle reminder of the power of presence and the profound impact it can have on both our lives and the lives of those we interact with. 07:45 Principles This segment focusses principles you can apply in your business today.Constellations Are Brighter Than Stars: Unlocking Big Potential In the Principles segment, we delve into the potent insights from Shawn Achor's book, "Big Potential," which argues convincingly that we flourish most when we work together rather than in isolation. The core message is that success in business—and indeed in any collective endeavour—is best achieved not through individual stardom but through a collaborative constellation of efforts. David Olney expands on Achor's perspective by invoking the timeless wisdom that "the whole is greater than the sum of its parts." He explains that Achor's work goes beyond mere theory by drawing from his extensive consultancy experience with high-stress environments like Fortune 500 companies and the US military. This background lends credibility to Achor's strategies, making them not just theoretically sound but practically proven in some of ...
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    35 mins
Marketing Economics
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