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Talking About Marketing

Talking About Marketing

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

2026 Auscast Network マーケティング マーケティング・セールス 経済学
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  • When You Lose, Don’t Lose The Lesson

    When You Lose, Don’t Lose The Lesson
    2026/05/25
    John C. Maxwell’s How to Get a Return on Failure lands on the TAM desk, and Steve and David put it through their own filter: the folksy bits, the genuinely useful bits, and the bits where a neuroanatomist and a business coach turn out to be saying the exact same thing. David reflects on the day he realised he would not finish his PhD, and why that 2-out-of-10 moment turned out to be one of the most important recalibrations of his working life. A Meta phishing scam that apparently does not breach community standards has both hosts reaching for their Lord of the Flies analogies. And a 1977 Ford Granada ad raises a question that cuts deeper than any car commercial should: have we traded a learner mindset for a judger mindset, and what have we lost in the process? 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 Shame Gets Off the Table In the Person segment, Steve and David dig into Maxwell’s central argument: that failure is an investment, and like any investment, you can get a return on it if you handle it properly. The catch is that shame gets in the way before you even have a chance to analyse what happened. David’s reflection on his abandoned PhD is the anchor here. At the time, it felt like a solid 2 out of 10. In retrospect, it was the moment that freed up everything that came next. Maxwell’s book, How To Get A Return On Failure, puts language around that kind of reframe, and David gives it real weight by grounding it in lived experience rather than theory. The dinner table story lands particularly well: a father who asked his children every night what they had failed at that day, and celebrated every answer. The only exception? When the failure had a moral or ethical dimension and the child had not yet recognised it as such. For every other kind of stumble, the response was curiosity, not correction. As Steve notes, that is the fastest way to raise someone who does not spend their school years too embarrassed to put their hand up. 15:15 Principles This segment focusses principles you can apply in your business today.Six Steps, Zero Excuses The Principles segment takes Maxwell’s framework and applies it directly to the business context. Steve walks David through six steps drawn from a video Maxwell produced alongside the book, and two of them dominate the conversation. The first is the distinction between a good miss and a bad miss. A good miss is one you learn from and adjust. A bad miss is one you excuse. Maxwell’s line here stops both hosts in their tracks: a really good excuse is a really bad excuse, because it is convincing enough that everyone believes it, including you, and so you stop adjusting and start collecting excuses instead. The second is the idea of keeping failure and success together rather than fixating on either one. Maxwell uses a slightly laboured physical exercise to make the point, which David declines to take seriously, but the underlying principle holds: success without failure creates pride, and failure without success destroys resilience. Keep them together and you stay balanced. Separate them and you lose the lesson from both. David draws a line to Stoicism, and Steve connects the whole conversation to Jill Bolte Taylor’s Whole Brain Living from the previous episode. The message is consistent across a neuroanatomist and a folksy American business coach: breathe, reflect, then ask what resources you have and what you do next. 28:30 Problems This segment answers questions we've received from clients or listeners.Meta’s Community Standards Are a Riddle The Problems segment is fuelled by genuine frustration. Steve received a message flagging a copyright claim against his content, reported it as a likely phishing scam, and was told by Meta that it did not breach community standards. What Perplexity confirmed is that these scams are sophisticated: the emails genuinely come from Meta’s servers, triggered by legitimate business manager accounts with deceptively official-sounding names. The notifications are real. The requesters are not. And Meta’s automated systems cannot, or will not, distinguish between them. David’s verdict is delivered without hesitation: hiring humans and treating them with respect would solve the problem, and that is precisely why it has not been solved. The practical takeaway is simple and worth repeating: trust nothing in your inbox or your social accounts that asks you to take urgent action. Bounce it off someone you trust before you click anything. 32:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.The Ad That Would Need a Trigger Warning In Perspicacity, Steve plays a 1977 Ford Granada television advertisement in which a man at a drive-in keeps getting into the wrong car and being ejected with escalating indignation. The ad’s ...
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    39 分
  • Working With Your Whole Brain Costs Peanuts

    Working With Your Whole Brain Costs Peanuts
    2026/05/11
    Jill Bolte Taylor survived a catastrophic stroke at 36 and came out the other side with something most neurologists never get: a lived understanding of what happens when half your brain goes offline. Steve and David unpack her “Whole Brain Living” framework and ask what it means for the small business owner who operates mostly from one or two of their four mental characters. The Principles segment brings the same framework into the boardroom, with a practical four-question Brain Huddle that helps teams make decisions with the full weight of their neurology behind them, not just the loudest character in the room. The Problems segment takes a pleasing turn. Instead of a complaint, Steve offers praise for the banks doing something quietly clever to protect customers from scammers, and notices that Jill Bolte Taylor’s ideas are already built into the experience. And in Perspicacity, Melissa Menta of Peanuts Worldwide makes a compelling case for why Charlie Brown, Snoopy, Lucy, and Linus have captivated audiences across cultures for generations. Spoiler: the Peanuts gang maps almost perfectly onto Jill’s four brain characters, and nobody had to plan it that way. 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.Jill Bolte Taylor and the Four Characters Running Your Business (Whether You Know It or Not) Jill Bolte Taylor is a Harvard neuroanatomist who woke up one morning in 1996 to find a blood vessel had exploded in the left hemisphere of her brain. Over the next four hours, she experienced her cognitive world disassembling in real time. It took eight years and major surgery to recover. What she gained in the process was a rare, first-hand map of how our four distinct brain characters operate, and how life improves when they work together rather than taking turns dominating. Steve and David walk through each character as outlined in her book, Whole Brain Living: Character One is the left-thinking planner, logic-driven, deadline-focused, and the source of all language.Character Two is the left-emotional protector, anxious, vigilant, and prone to catastrophising.Character Three is the right-emotional explorer, joy-seeking, present-moment, easily distracted by weeds growing through pavement cracks.Character Four is the right-thinking integrator, calm, values-led, and able to see how all the pieces connect. Most of us have a default character or two. The question Jill poses is whether we know which one is in charge right now. The practical tool she offers is the BRAIN Huddle:Breathe (90 seconds to calm the circuitry)Recognise (which character is driving)Appreciate (don’t bully any part of your brain into silence)Inquire (what would the other characters suggest?)Negotiate (bring them to an agreed path) David adds the sharp observation that two people locked in Character Two at the same time produces only one outcome, and it is not a good one. Steve notes he now catches himself mid-reaction and thinks, “That was a bit Character Two of me just then.” It is, as he says, hard to unsee once you know it. 19:15 Principles This segment focusses principles you can apply in your business today.A Brain Huddle for Your Business: How to Make Decisions with Your Whole Team’s Neurology The Principles segment keeps the focus on Jill Bolte Taylor’s framework, this time applying it directly to business decision-making. Steve acknowledges the book is not always an easy listen, particularly when the content drifts toward spirituality in a way that may not land for every reader. But both hosts agree the core framework is worth the patience. David clarifies that Character Four’s sense of awe and connection is not exclusively spiritual. Neurologist Andrew Newberg’s research shows that whether you are a meditating monk or a free-solo climber perched above a cliff, the same part of the brain lights up. Awe and spiritual experience are neurologically close neighbours. Character Four simply asks us to consider the bigger picture, whatever form that takes for each person. The practical application for business arrives in a four-question sequence Steve lays out, each question serving a different character. Character One: what are the facts, costs, and timelines?Character Two: what could go wrong, and how do we minimise it?Character Three: how will this feel for the team, and is there a way to make it more engaging?Character Four: does this decision align with our values and long-term vision? Running a meeting, a planning session, or even a solo decision through these four lenses is not a gimmick. It is working with the neurology everyone in the room already has. You’ll also experience us referencing it when running our Strategic Clarity Sessions with you or your organisation. 30:30 Problems This segment answers questions we've received from clients or listeners.A Round of Applause ...
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    43 分
  • The Recession Response Episode

    The Recession Response Episode
    2026/04/27
    Steve whispers the word “recession” in a dark alley at the top of this episode. David laughs. Then they get serious. Consumer confidence in the US is currently at its lowest since records began in 1952, lower than during the Cuban Missile Crisis. That context shapes everything Steve and David unpack here, drawing on Mike Michalowicz’s book The Recession Response, written in 2020 and, as it turns out, very much written for right now. They walk through the five stages of a recession response, apply Michalowicz’s business hierarchy of needs to the decisions you are facing today, dissect a fear-based marketing email targeting allied health practitioners, and dust off a 1977 General Motors ad that tried very hard to convince anxious petrol buyers that a massive car was actually quite sensible. 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.The Five Stages (And Why Knowing Them Restores Your Agency) There is a word that makes grown adults freeze. This episode names it. Mike Michalowicz wrote The Recession Response in 2020 as COVID hit and financial markets groaned. It runs just over two hours as an audiobook. That brevity is deliberate. He knew that a business owner in shock would not wade through a 400-page tome. The book is short because it had to be, and it works for exactly the same reason. His framework mirrors grief, applied at a societal level. Stage one is shock: businesses freeze, decisions get delayed, and the most dangerous thing of all happens: nothing. Stage two is retreat, where costs get cut, often including the marketing that was quietly keeping the pipeline alive. Stage three is adaptation, where businesses reassess what customers actually need right now and direct engagement becomes critical. Stage four is re-emergence, stabilisation, then controlled growth. Stage five is thriving: expanding, capturing market share, outperforming the competitors who never moved past retreat. David raises a striking piece of context. US consumer sentiment data goes back to 1952. The current numbers are the lowest on record, lower even than during the Cuban Missile Crisis. Steve shares his FED System: Fish Every Day. A simple discipline of contacting one existing client or contact daily, not to sell, just to connect. It sounds almost too simple. It is also, Steve admits, easy to let slide when you’re busy. David adds a story from the 1987 crash: a colleague of his father’s arrived at the dinner table the week after, ready to buy a transport company, numbers probably solid, looking for partners. He misread the room entirely. The people he needed were still in shock. He came across as brash and self-serving. The deal never happened. The lesson: you cannot move people forward until you meet them where they are psychologically. 15:00 Principles This segment focusses principles you can apply in your business today.The Business Hierarchy of Needs Maslow had a pyramid. Michalowicz built one for your business. Most people are familiar with Maslow’s hierarchy of needs: physical survival at the base, safety above that, then belonging, then esteem, then self-actualisation at the top. The rule is simple: whatever the lowest unsatisfied level is, that is where your energy goes. Michalowicz applies the same logic to business, and David’s observation is apt: this model works whether there is a recession or not. The five levels, base to peak: sales (survival and cash flow), profit (financial resilience), order (systems and processes), impact (brand, loyalty and market presence), and legacy (the business outlasting the owner). Two questions drive the diagnostic. Do we have sales? If yes, do we have enough sales to generate profit? If the answer to either is no, that is where the work goes: not on branding, not on systems, not on anything higher up the hierarchy. Michalowicz’s starkest warning is about debt. Do not borrow money simply because it is available. If the business cannot grow sales and profitability with existing structures, adding repayment obligations makes the next stage harder, not easier. Steve closes this segment with a useful provocation from Stephen Covey: managers find the most efficient way to climb the ladder, but leaders check that the ladder is against the right wall. Michalowicz offers a grounding exercise to find your wall: draw a circle marked A on a blank page, draw three arrows outward, then place a circle marked B in the corner representing where you want to go. Are any of your arrows pointing at B? In uncertain times, the temptation is to move anywhere to escape discomfort. Moving without direction is costly. 26:45 Problems This segment answers questions we've received from clients or listeners.When Fear-Based Marketing Targets Your Inbox Recessionary times bring out the opportunists. Steve shares an email received by a client in the allied ...
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    43 分
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