Talking About Marketing

De: Auscast Network
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  • Resumen

  • Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with artwork by Casey Cumming. Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity. Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde Principles. You can never be overdressed or overeducated. - Oscar Wilde Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business. We welcome your comments and feedback via podcast@talkedaboutmarketing.com
    2025 Auscast Network
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Economía Marketing Marketing y Ventas
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Episodios
  • The Trouble With Toying Around in Archetypes and Branding

    The Trouble With Toying Around in Archetypes and Branding
    Apr 28 2025
    In Person, we discover why songwriters and business folk alike benefit from fresh eyes that ask the right questions, revealing how collaboration creates outcomes greater than the sum of their parts. Principles explores whether archetypes offer genuine strategic value for businesses or simply provide convenient shortcuts to avoid the hard work of authentic brand development. Problems exposes dubious attempts to charge for Google indexing services that should always be free, reminding us that snake oil salespeople are always finding new bottles. And in Perspicacity, we examine the peculiar trend of executives creating AI-generated action figures of themselves, highlighting the troubling difference between what we can do and what we should do. Are we creating meaningful content or just chasing dopamine? Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 02:00 Person This segment focusses on you, the person, because we believe business is personal.When Another Set of Eyes Asks the Perfect Question What can business owners learn from musical collaborations? Quite a lot, it seems. Drawing from an anecdote about a young composer seeking feedback from a musical theatre legend from Econtalk episode Weep, Shudder, Die: The Secret of Opera Revealed (with Dana Gioia), we discover the power of the perfect question at the right moment. The story features a nervous student bravely presenting a rock opera-style composition based on Ayn Rand’s “Anthem” to a renowned composer. After the impressive performance, rather than offering generic praise or criticism, the master simply asks: “In that instrumental section—what will be happening on stage?” This deceptively simple question opens up entirely new dimensions of thinking. Steve and David explore how this mirrors their experiences in business mentoring, where often it’s not expertise but rather fresh perspective that catalyses breakthroughs. “It’s that wise old head asking that little bit… What are your characters doing on stage at that time?” Steve notes, highlighting how external viewpoints can illuminate blind spots we’ve developed through overexposure to our own work. The conversation reveals a particularly Australian challenge: our tendency toward isolation in small business compared to more collaborative approaches in other entrepreneurial cultures. “In the place that’s meant to be fixated on rugged individualism, there’s a heck of a lot more trying to socialise, connect, and just add value in the ferment of enthusiasm,” David observes about American business culture. 12:00 Principles This segment focusses principles you can apply in your business today.Archetypes as Branding Shortcuts – Compass or Crutch? When Jane McCarthy’s work on feminine archetypes in branding enters the conversation, both hosts approach with healthy scepticism while remaining open to potential value. “I think archetypes are such a double-edged thing,” David reflects, cutting to the heart of the matter: “It’s nice to be recognisable, but if you’re recognisable as an archetype, are you necessarily being recognised as you?” The discussion reveals that archetypes might function best as internal navigational tools rather than external identities. McCarthy’s concept of a “hometown hostess” archetype, as quoted from Marketing Over Coffee episode, The Goddess Guide To Branding, demonstrates how these frameworks provide shorthand for brand behaviour – a “true north” that teams can understand even when founders or consultants aren’t present. This sparks reflection on the mindset behind effective branding: not just selecting colours or crafting taglines, but establishing behavioural patterns that guide decision-making. “Every time you see it, it reinforces quickly… how it is to be on track when you are representing the brand, when you are living as the brand,” Steve explains. The hosts conclude that archetypes might complement rather than replace frameworks like StoryBrand, potentially offering valuable shortcuts when they help teams stay aligned with founding principles. The key insight emerges: an archetype without a story lacks context, while a story without consistent character lacks coherence. 25:00 Problems This segment answers questions we've received from clients or listeners.The Elaborate Con of Charging for Free Services The dubious email promising to “add your domain to Google Search Index” for a fee provides a perfect case study in digital snake oil. “Here’s someone paying for something that’s free,” Steve observes, breaking down the scam’s mechanics with mounting exasperation. The discussion exposes how predatory services exploit knowledge gaps among business owners, charging for basic services that Google offers freely through Search Console. The investigation reveals increasingly troubling details – from fake customer service numbers to overly broad privacy ...
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    42 m
  • You're Just Too Good To Be True

    You're Just Too Good To Be True
    Apr 14 2025
    Will Guidara’s journey from awestruck 12-year-old at the Four Seasons to creating one of the world’s best restaurants reveals what “unreasonable hospitality” truly means. Disney’s insistence on breathing animatronic birds teaches us why perfection in unseen details creates experiences customers can feel. Steve confesses how a questionable radio crossfade between Deep Purple and Smokie’s Oh Carol sparked an 18-year broadcasting career, while David shares how a teacher’s inspired intervention led him to discover his guiding principle: “how you do anything is how you do everything.” All this, plus a practical solution to website bottlenecks and a healthy skepticism about whether traditional pricing psychology still applies in our cashless world. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:15 Person This segment focusses on you, the person, because we believe business is personal.Those Childhood Moments That Define Our Future Selves Nothing shapes a career path quite like those lightning bolt moments from childhood. Will Guidara, in his brilliant book Unreasonable Hospitality, recounts how his entire professional trajectory was set at age 12 when a Four Seasons server called him “sir” after dropping his napkin. That dignified treatment, the refusal to make a child feel small in a sophisticated space, ignited his passion for hospitality. Steve and David explore how these formative experiences shape our professional identities, with Steve confessing his own watershed moment came at precisely the same age—albeit sparked by something considerably less profound: a jarring radio crossfade between Deep Purple’s Smoke On The Water and Smokie’s Oh Carol that had him thinking, “That looks easy—and you’d get all the girls.” Despite its dubious inspiration, that moment launched an 18-year broadcasting career that no careers counsellor could talk him out of. David’s path proved distinctly different, with uncertainty rather than clarity defining his early professional thoughts. His transformative moment came through a teacher who, recognising his analytical mind (and argumentative tendencies), arranged legal work experience that taught him a crucial lesson: “how you do anything is how you do everything”—a principle that would resurface throughout the episode. 09:30 Principles This segment focusses principles you can apply in your business today.Disney Birds Must Breathe: The Power of Unreasonable Precision Will Guidara’s Unreasonable Hospitality offers a masterclass in intentionality that has Steve and David unpacking its transformative implications for every aspect of business. Guidara’s approach at Eleven Madison Park—requiring staff to position plates so manufacturer stamps would face right-side up if a guest flipped them over—exemplifies what Walt Disney understood decades earlier: “People can feel perfection.” When Disney’s Imagineers protested that no one would notice whether their animatronic birds appeared to breathe in the Enchanted Tiki Room, Disney insisted they add the feature, understanding that details create an emotional response even when not consciously registered. The hosts explore how this meticulous attention applies beyond hospitality—it’s about creating an environment where precision becomes second nature. David connects this to his experiences in Special Operations training, where he witnessed firsthand how an entire culture of exactitude made everyone’s work smoother and more effective. This precision extends to the mundane: putting staplers back exactly where they belong and refilling paper before it runs out. Steve introduces his emerging household philosophy of considering “the next person”—leaving things right for whoever follows, even if that person is your future self. David traces this mindset back to his Hungarian grandmother, who instinctively prepared everything for its next use before walking away. In both hospitality and life, the way you do one thing truly becomes the way you do everything. 18:00 Problems This segment answers questions we've received from clients or listeners.Unblocking the Website Bottleneck What keeps projects stalled in the “too hard” basket? Steve and David examine how their new “Website in a Week” offering tackles three common bottlenecks that plague small business websites. First, there’s the blank page problem—small business owners facing writer’s block when asked to create their own content. Steve’s solution: “Give me 30 minutes of your time. I’ll interview you and take content creation completely off your plate.” Then there’s the deadline dilemma. Without clear timeframes, projects languish indefinitely. The “in a week” commitment creates urgency and clarity for everyone involved. Finally, they address the perfection trap—that paralysing fear of launching something that isn’t 100% perfect. Their ...
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    30 m
  • The Book About Careless People That Thoughtful People Should Read

    The Book About Careless People That Thoughtful People Should Read
    Mar 31 2025
    Willie Nelson once said you should “get to the heart of feelings and keep it to a minimum” for maximum effect. We wish Facebook had taken that advice before building an empire on manipulating our emotions. Sarah Wynn-Williams lifts the veil on tech’s “move fast and break things” mantra in her revealing memoir of life inside Meta’s walls. David shares his belated Facebook awakening and the initial joy of reconnecting with students and overseas friends—before the platform’s heavy-handed manipulation became impossible to ignore. Steve conducts a post-mortem on our collective social media naivety, tracing the path from wide-eyed optimism to the sobering reality of platforms that profit most when humanity is divided, angry, and clicking. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:15 Person This segment focusses on you, the person, because we believe business is personal.Sarah Wynn-Williams’ Cautionary Tale of Idealism in Silicon Valley Sarah Wynn-Williams’ journey from diplomatic service to Facebook’s corridors of power offers a fascinating window into tech’s hollow promises. Her book “Careless People” details how her desire to make a positive difference in the world led her to Facebook—where she discovered idealism is no match for growth at all costs. As David notes, it’s remarkable that someone so committed to values could survive within the company’s ecosystem for as long as she did. Her tenacious belief that Facebook could become a force for good provides a poignant contrast to the “move fast and break things” mindset embedded in the company’s DNA. The hosts reflect on how many of us “drank the Kool-Aid” during social media’s early days, creating genuine connections before algorithmic manipulation became the norm. While David found accessibility benefits in Facebook’s ability to reconnect him with students and overseas friends, even these positive experiences came with hidden costs that Wynn-Williams’ book painfully exposes. 13:00 Principles This segment focusses principles you can apply in your business today.Free Speech Champions Until The Speech Isn’t Free (of Criticism) In a masterclass of hypocrisy, the tech industry’s self-proclaimed defenders of free expression reveal their true colors when the spotlight turns on them. Steve highlights the book’s uncertain future as Meta attempts to silence Wynn-Williams through legal manoeuvres—ironic for a company whose leadership constantly wraps itself in free speech rhetoric. The discussion explores Facebook’s calculated approach to political influence, including the shocking revelation of how they embedded staff within Trump’s 2016 campaign while employing sophisticated proicesses for micro-targeting voters. As Wynn-Williams recounts, Zuckerberg’s reaction to learning of his platform’s role in the election outcome wasn’t moral reflection but rather fascination with his own potential political aspirations. Most disturbing is what the hosts describe as the “absent moral dimension” throughout the company’s decision-making. From offering surveillance capabilities to authoritarian governments to designing systems that profit from societal division, the book exposes how ethical considerations consistently take a backseat to user acquisition and engagement metrics. 23:00 Problems This segment answers questions we've received from clients or listeners.When “Connecting People” Becomes a Weapon The most harrowing segment delves into Facebook’s role in the Myanmar genocide, where military operatives weaponised the platform to spread misinformation and incite violence against the Muslim population. Steve and David confront the ethical dilemma this presents to marketers and users alike. While acknowledging the platform’s continuing utility as a communication tool, they announce their decision to adopt an “organic social media only” policy, refusing to funnel client advertising dollars into Meta’s coffers. The hosts grapple with the uncomfortable reality that no social media platform is entirely “clean,” leaving businesses and individuals to make difficult ethical calculations. As David notes, “We can’t have a pure version here, but we can certainly not contribute to it being worse.” 30:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.When Social Connection Returns to Human Scale From the chaos of the Christchurch earthquake emerges a surprising insight about technology’s proper place in our lives. Sarah Wynn-Williams’ personal story of receiving news about her sister’s safety through Facebook demonstrates how these platforms can serve genuine human needs during crises. Yet as Steve observes, the trustworthiness of crisis information has dramatically declined with the proliferation of fake content. The hosts suggest that social media works best when confined to ...
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    36 m
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