『Talking About Marketing』のカバーアート

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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  • Emergence: Why You Do The Things You Do

    Emergence: Why You Do The Things You Do
    2025/12/24
    Paul Taylor shows us why hardiness beats resilience every time, through four characteristics that separate the business owners who adapt and overcome from those who merely survive. Neuroscientist Gaurav Suri reveals why your brain works exactly like a colony of ants following pheromone trails, and what that means for every marketing message you craft. Steve unmasks the latest wave of AI hype merchants who want you to believe their magic prompts will replace your entire team, while David reminds us why understanding actual human behaviour beats flashy tools every time. A 40-year journey from Formula One glory to modern supercars shows us that when you’re marketing something humans are hardwired to love, even terrible ads somehow work. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:30 Person This segment focusses on you, the person, because we believe business is personal.The Four Characteristics That Build Hardiness Paul Taylor brings more than psychology to his book The Hardiness Effect. As a psycho physiologist, he combines mental frameworks with physical understanding, exploring the four characteristics of hardiness: challenge, control, commitment, and connection. Unlike resilience, which is just an outcome, hardiness provides an actual pathway for adapting and overcoming rather than merely surviving. The four characteristics translate directly to small business life. Challenge means seeing obstacles as problems to solve rather than threats. Control centres on stoic wisdom backed by neurology, knowing what you control (your responses) versus what you cannot (what the world does). Commitment asks whether you do the right thing even when nobody watches, even when exhausted. Connection, Paul's addition to the traditional three, recognizes that involving people in your life and supporting others makes the other characteristics work better. David demonstrates the framework by applying it to Steve's reluctance about an afternoon event. Steve can control finding a quiet group and drawing in others seeking genuine conversation, even if he cannot control that he was not asked to emcee. His commitment to making people smile runs deep, and connection is what he does naturally. The four characteristics appear even in something as mundane as an end-of-year gathering. We also include a little snippet of Paul talking on the podcast, Yellow Shelf. 11:45 Principles This segment focusses principles you can apply in your business today.Neural Networks Explain Everything About Marketing Gaurav Suri's book The Emergent Mind: How Intelligence Arises in People and Machines explores how intelligence emerges from mechanical patterns, offering a metaphor that reshapes how we understand marketing. Think of neural networks as interconnected pools of water in a stream. Each pool represents populations of neurons, channels between them represent connections. The more water flowing between pools, the deeper the channel becomes. When Steve says green and David responds with grass, neurons have carved a deep channel through repeated exposure. Canadian neuroscientist Donald Hebb discovered this: neurons that fire together, wire together. The marketing application becomes clear. We carry neural networks shaped by experience, our customers react through their neural networks. Tapping into existing connections offers shortcuts. Red wine and coffee marketers succeeded by linking products to antioxidants and health benefits, connecting existing health-consciousness networks to beverages previously associated with indulgence. Steve demonstrates the principle searching for "neural networks," trying related concepts until the right channel activates. Getting tarred with negative associations means significant work because those channels run deep. Gaurav uses ants to show how simple rules create complex behaviour. Place a barrier across an ant trail. Half randomly turn left, half turn right. Ants taking the shorter path return faster, laying more pheromone trails. Soon all ants use the short path. No intelligence, just simple upon simple. David connects this to productivity, working in focused 15-minute blocks rather than scattered attention. Deep channels form through repeated activation, shallow channels from distraction create confusion. We listen to a short snippet of Gaurav on Econtalk. 27:00 Problems This segment answers questions we've received from clients or listeners.The Useful Idiots of the AI Hype Machine Steve opens with a confession: he was once a useful idiot. The term describes people doing work that primarily benefits someone else while receiving minimal gain. Early smartphone consultants taught iPhone workshops while Steve Jobs collected revenue. Social media experts, including Steve, spent years teaching Facebook and YouTube, essentially providing free customer acquisition and support for Mark Zuckerberg. Now the pattern repeats with AI experts promising that ...
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    43 分
  • May The Life Forces Be With You

    May The Life Forces Be With You
    2025/12/10
    Steve’s nostalgic trip down memory lane reveals something unexpected: wholesome content makes us more productive, while rage baiting turns workplaces toxic. Who knew golf electives and drama classes held such wisdom? Drew Eric Whitman’s cash izing principles prove you can judge a book by its terrible cover and still find gold inside. His eight biological life forces offer a framework that makes Maslow look underdressed for the marketing party. Ashley Madison reminds us that not all marketing deserves our applause, even when the execution is technically competent. Some products cheapen everyone who encounters them. Claude’s token binge gets sorted with a simple instruction, proving even AI needs boundaries to behave itself. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:00 Person This segment focusses on you, the person, because we believe business is personal.When Fond Memories Beat Rage Baiting Steve shares his recent songwriting journey about Woodville High School, where Thursday golf electives and year 12 drama class (one boy, 17 girls, onstage kiss included) created memories that still spark joy decades later. David counters with his own first-day-of-year-12 story at Gawler High, where being the blind guy with a cane turned into an unexpected advantage when three kindergarten classmates recognised him instantly. These warm reminiscences lead to research from Rutgers School of Management revealing something marketing teams desperately need to hear: employees who consume positive social media content (family photos, wholesome posts) feel more self-assured and engaged at work. Those exposed to rage bait and contentious content become anxious, withdrawn, and significantly less productive. The implications for brand messaging are stark. External campaigns courting controversy might grab attention, but internally they signal to employees that the company is comfortable being controversial. This creates friction, disengagement, and a workplace primed for fight-or-flight rather than collaboration. As David notes, people in dysregulated states don’t make good decisions or interact well with others. Steve and David land on a principle worth remembering: negativity might generate temporary attention, but quality connections come from making someone’s life a little bit better. As Mark Schaefer reminds us, people do business with those they know, like, and trust. That middle word matters. 11:45 Principles This segment focusses principles you can apply in your business today.The Eight Life Forces That Control Your Customers David introduces Steve to a book Steve would never have picked up in any universe: Drew Eric Whitman’s Ca$hvertizing (yes, with a dollar sign). Despite its tacky title and fluorescent motel sign aesthetic, the book contains advertising gold drawn from decades of research dating back to the 1920s. Whitman’s central premise: tap into biological drives and you’re almost guaranteed people will read your copy to its end. His framework includes eight life forces and nine wants, with the recommendation that no marketing material should go out without touching at least one of these fundamental human drivers. Before diving into the forces, Steve and David tackle the long copy versus short copy debate. Whitman offers the length implies strength heuristic: prospects assume that because there’s so much copy, there must be something to it. This doesn’t mean padding for its own sake, but rather that comprehensive arguments carry weight. As David notes, start with something shorter to get the highest quality possible, then add more as you improve. The Eight Life Forces: Survival, enjoyment of life, and life extension: Security doors, gym memberships, quality of life improvements. This is the default for so many products.Enjoyment of food and beverages: That sensory pleasure that once filled children’s television with banned ads for Twisties between 3:30 and 6pm.Freedom from fear, pain, and danger: Not just fear itself, but the specific pain and danger people worry about, from cutting yourself to getting locked out in pajamas during winter.Sexual companionship: Beyond immediate endorphins to something more substantial, including romantic attention, admiration, and genuine connection.Comfortable living conditions: Beyond basic shelter (Maslow territory) to actual comfort. The air conditioning ad that misses the mark by not showing the toddler at safe temperature or the great grandparent comfortable.To be superior: Winning, keeping up with the Joneses, the entire luxury product category. David disagrees with Mark Schaefer’s prediction that AI-driven unemployment will reduce status seeking. Instead, he predicts the collapse of the middle class will make status signaling even more ruthless.Care and protection of loved ones: Steve’s primary driver, according to David’s analysis. The foundation of why helping small business matters.Social ...
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    41 分
  • Do You Solve Problems Fast Or Slow?

    Do You Solve Problems Fast Or Slow?
    2025/11/03
    Mathematician David Bessis claims we need system three thinking, a super-slow mode where you refuse to give up on wrong intuitions until you understand why they misfired. David Olney pushes back, arguing this is just what proper slow thinking looks like when you give it the time it needs. The hosts explore Kahneman’s fast and slow thinking framework, revealing why your quickest answers are probably just pattern matching from last Tuesday. Your brain serves up what worked before, which means the more you rely on speed, the less you adapt to what’s changed. Steve and David attempt to recreate Monty Python’s Argument Clinic with ChatGPT and discover AI is designed to be helpful, not challenging. Mark Schaefer raises the provocative question about what happens when AI becomes your customer, making purchasing decisions based on optimised data rather than human emotion. David posts a routine LinkedIn job update and old contacts emerge from the woodwork with congratulations. The hosts explore why good news triggers reconnection and whether you could deliberately use this pattern to get back on people’s radars. Edward de Bono’s 1982 Olivetti advertisement promises simple questions and simple answers, prefiguring Apple’s strategy by decades while being remarkably dull as advertising. 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.When Your Brain’s Fastest Answer is Yesterday’s Solution Mathematician David Bessis appeared on EconTalk arguing for what he calls “system three thinking,” a super-slow mode beyond Kahneman’s famous fast and slow framework. When mathematicians catch their intuition being wrong, Bessis suggests they don’t reject it. Instead, they explore it, unpacking why the intuition misfired, playing back and forth between gut feeling and formal logic until they agree. This process might take five minutes or fifty years. David Olney pushes back. He argues Bessis hasn’t created a new system, he’s just described what system two thinking actually requires when you give it proper attention. The real insight isn’t about speed categories but understanding what your brain is actually doing when you think fast. System one thinking is pattern matching. Your brain searches memory for what worked before and serves it up as the answer. The problem? The more you rely on quick thinking, the more you can only repeat yesterday, last Tuesday, six months ago. You become brilliant at applying solutions to problems that no longer exist in quite the same form. You lose the ability to spot when things have changed enough to need fresh thinking. The hosts explore when fast thinking serves you well. Steve recalls his radio days, where he needed a hundred responses available in a tenth of a second. That’s system one at its best, drawing on a deep well of experience. But those new responses? They came from time spent away from the microphone, when his brain could think at whatever pace it needed to generate something genuinely different. This matters for business operators who pride themselves on quick decisions. Your speed might be your biggest blind spot. Every time you solve a problem instantly, ask yourself whether you’re actually solving today’s problem or yesterday’s problem wearing different clothes. 14:15 Principles This segment focusses principles you can apply in your business today.When AI Becomes Your Customer Steve and David decide to have some fun with ChatGPT, attempting to recreate Monty Python’s famous Argument Clinic sketch. The exercise reveals something unexpected about how AI responds. When they try to get ChatGPT to simply contradict everything they say, it keeps trying to be helpful, to add value, to assist rather than argue. Even when explicitly instructed to argue, it wants to problem-solve. The hosts find this both amusing and revealing. AI tools are fundamentally designed to be agreeable and helpful. They’re not built for genuine disagreement or challenge. This creates an interesting blind spot when you’re using AI to test ideas or get feedback on your thinking. The conversation shifts to Mark Schaefer‘s provocative question about what happens when AI becomes your customer. If AI agents start making purchasing decisions on behalf of humans, searching for products, comparing options, and completing transactions without human involvement in each step, how does marketing change? Schaefer argues this represents a fundamental shift. You’re no longer persuading humans. You’re optimising for AI decision-making processes. The psychology of marketing becomes the logic of algorithms. Emotional appeals matter less than structured data. Brand storytelling competes with technical specifications and price comparisons. David raises the deeper concern. If AI is making decisions based on what worked before, searching patterns from ...
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    38 分
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