『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

2025 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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  • The AI Rant: A Nuanced Rebellion Against Digital Sleepwalking

    The AI Rant: A Nuanced Rebellion Against Digital Sleepwalking
    2025/08/07
    Steve sets the scene with a restaurant analogy that cuts to the heart of our AI dilemma: magnificent handcrafted hamburgers versus mass-produced alternatives both serve purposes, but only when we choose consciously rather than defaulting to whatever feels easiest. The conversation examines three fundamental human vulnerabilities that make us susceptible to AI’s false promises: our brain’s natural inclination toward energy conservation, our addiction to novelty, and our susceptibility to constant flattery from systems designed to keep us engaged. David and Steve navigate practical applications whilst questioning the deeper implications of surrendering human capabilities to machines that smooth corners and aim for statistical averages. The episode concludes with Steve’s original songs performed by his AI band, demonstrating how technology can amplify human creativity without replacing the essential elements that make work worth discussing. NOTE: This is a special twin episode with The Adelaide Show Podcast, where it’s episode 418. That version also includes Steve doing a whisky tasting with ChatGPT and an extra example of music. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 05:30 Person This segment focusses on you, the person, because we believe business is personal.When Our Brains Become Willing Accomplices Drawing from cognitive science research, particularly Andy Clark’s work on how our brains consume roughly 25% of our body’s energy when fully engaged, Steve explains why we’re naturally drawn to labour-saving devices. This isn’t laziness in any moral sense but evolutionary economics. Our brains scan constantly for energy-saving opportunities, making us vulnerable to tools promising effortless results. The conversation takes a revealing turn through Roomba territory, where users spend 45 minutes preparing homes for devices supposedly designed to save time. This perfectly captures our moth-to-flame relationship with technological solutions that often create more work than they eliminate. Steve shares his experience with Scribe’s advertising, which promises instant instruction creation but reveals a deeper cynical edge: the suggestion that human staff become unnecessary when AI can document processes. David counters with the reality that effective training requires demonstration, duplication, and iterative improvement, not just faster documentation. The hosts examine AI’s flattery problem, drawing from Paul Bloom’s insights on “sycophantic sucking up AIs” programmed to constantly affirm our brilliance. Loneliness and social awkwardness serve as valuable signals motivating us to improve human interactions. When AI tools eliminate these discomforts through endless validation, we risk losing feedback mechanisms that enable genuine social competence. Steve proposes “AI stoicism”: regularly practicing skills without technological assistance to maintain fundamental competencies. His navigation experience in a car without GPS demonstrates how these skills return quickly when needed, but only if developed initially. David emphasises that effective AI use requires existing competence in underlying tasks, otherwise how can we evaluate whether AI produces acceptable results. 20:00 Principles This segment focusses principles you can apply in your business today.Three Frameworks for Thoughtful AI Use AI as Amplifier, Not Replacement Steve describes using AI for comprehensive research in unfamiliar fields, where tools help survey landscapes and identify unexpected angles whilst he maintains control over evaluation and direction. David introduces emerging AI tutor mode, where tools provide university-level guidance for learning new skills, requiring discipline to engage with learning rather than simply requesting answers. The conversation explores how AI works best when enhancing existing capabilities rather than substituting for them. Recent developments show AI can help people achieve higher productivity levels, but only when users already understand quality standards and can direct the technology appropriately. Preserve the Rough Edges Steve’s observation that AI tools “smooth corners” and “kill what’s weird” by aiming for statistical averages creates fundamental tension with unexpected breakthroughs driving cultural and business innovation. The hosts examine how LinkedIn posts increasingly follow predictable AI-generated patterns, creating plastic uniformity that makes individual voices harder to distinguish. They discuss Trevor Goodchild’s observation about em dashes becoming telltale signs of AI writing, forcing writers to self-censor legitimate punctuation choices to avoid appearing automated. This represents troubling inversion where human expression adapts to avoid mimicking machines. David emphasises the importance of outliers and rebellion against bland midpoint solutions that AI naturally produces. As someone who ...
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    55 分
  • Cybersecurity And Your Business - Be Alert Not Alarmed

    Cybersecurity And Your Business - Be Alert Not Alarmed
    2025/06/30
    Steve and David emerge from a classified briefing at the Australian Cybersecurity Centre with sobering news: the average cyber attack costs small businesses $50,000, and we're all walking around with targets painted on our digital backs. Bevin from Legends with Bevo shares his painful experience of losing his Facebook business page to scammers, illustrating how quickly years of hard work can vanish with one misplaced click. The hosts draw fascinating parallels between 11th-century Viking raids and today's ransomware attacks, proving that some criminal business models are depressingly timeless. We examine practical defences including multi-factor authentication, regular software updates, and the surprising importance of simply turning your computer off at night. A 2002 government advertisement reminds us that being alert without being alarmed requires constant recalibration as threats evolve. 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 Spidey Senses Save Bank Accounts Drawing from the classified briefing and real victim experiences, Steve and David explore our individual responsibilities for staying safe online. The segment opens with Steve's admission that he's slowly trained himself out of password complacency, despite the daily inconvenience of two-factor authentication codes. The hosts share a sobering case study from Sydney, where a business owner's spidey sense kicked in after clicking a suspicious link. His quick thinking revealed draft emails waiting in his outbox, ready to defraud his contacts using his reputation. This near-miss illustrates how modern cyber criminals exploit trust networks rather than simply stealing money directly. Bevin's story on the Think CYBR podcast from the Legends with Bevo podcast provides a heartbreaking example of consequences. His business page, built over seven years with 5,000 followers, vanished overnight when scammers gained access through a convincing Facebook phishing email. Despite spending thousands on IT experts, he remains locked out to this day. The conversation introduces IDCare.org, a free Australian not-for-profit that helps individuals and businesses recover from identity theft and cyber attacks. Steve emphasises this resource doesn't seek donations and supports everyone from individuals to large organisations, making it a crucial bookmark for anyone's digital emergency kit. 11:00 Principles This segment focusses principles you can apply in your business today. Why History's Lessons Apply to Your Email Inbox John Cleese once observed that technology changes but people remain remarkably similar, and Steve demonstrates this principle through an unlikely historical parallel. When 11th-century English kings faced Viking raiders, they implemented the Danegeld, a special tax used to pay tribute and avoid destruction. The hosts trace this through to 1066, drawing from The Rest is History podcast to show how these payments simply encouraged more ambitious raids. Each successful tribute convinced the Vikings to return with better weapons and greater demands, ultimately contributing to the Norman Conquest. David connects this directly to modern ransomware advice: never pay the ransom. Just as historical tribute payments funded future attacks, ransomware payments finance criminal infrastructure and guarantee return visits. The Australian Cybersecurity Centre's guidance echoes medieval wisdom: you cannot negotiate with raiders who view successful extortion as validation of their business model. The discussion moves to practical alertness versus paranoia. David prefers framing this as curiosity rather than suspicion, encouraging people to ask "what's unusual here?" rather than becoming cynically defensive about everything. This positive approach to security awareness makes protective behaviour sustainable rather than exhausting. The hosts identify three critical red flags: urgent money requests (especially fake invoice corrections), emails requesting sensitive information, and messages that look slightly off. They emphasise the importance of pausing when frazzled, as most successful attacks exploit our tired, rushing moments when normal caution lapses. 23:00 Problems This segment answers questions we've received from clients or listeners. The $50,000 Wake-Up Call The problems segment confronts the brutal mathematics of cybersecurity failure. With average costs reaching $50,000 for small businesses, most attacks become existential threats rather than mere inconveniences. This context transforms every security measure from optional to essential. Steve and David outline the minimum viable protection strategy, starting with multi-factor authentication for all critical accounts: banking, accounting, email, and social media. They acknowledge the inconvenience factor whilst emphasising that ...
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    40 分
  • Convictions vs Contradictions In Marketing

    Convictions vs Contradictions In Marketing
    2025/06/16
    Stan McChrystal reveals why character equals conviction multiplied by discipline – and why this military wisdom transforms how we approach marketing authenticity in a world obsessed with quick wins. Andy Clark’s neuroscience research exposes how our brains work as prediction machines, explaining why marketing messages that create massive prediction errors trigger emotional retreat rather than engagement. A classic case of consumer confidence collapse in the US demonstrates why sitting still during uncertainty isn’t staying neutral – it’s choosing entropy. TAA’s spectacularly awful airline advertisement becomes a masterclass in how not to talk down to your customers while claiming to care about them. 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.Stan McChrystal’s Character Mathematics When a four-star general who cleaned up military messes in Iraq and Afghanistan distils his life philosophy into a simple formula, smart marketers listen. Steve and David unpack Stan McChrystal’s deceptively straightforward equation from his book “On Character“: character equals conviction multiplied by discipline. McChrystal’s insights from military selection processes reveal a profound truth about human nature – success isn’t about brilliance or superhuman abilities. As he explains, most people who attempt elite military training don’t fail; they quit. The differentiator isn’t talent but persistence, the willingness to keep showing up when everything screams at you to stop. David draws fascinating parallels between military selection and business success, noting how former elite soldiers consistently excel in civilian careers. They bring that same commitment to convictions and discipline to turn up every day, dramatically increasing their likelihood of success. The hosts explore whether we should develop conviction or discipline first, concluding that while we all have beliefs, true convictions require deliberate thought and commitment – the kind that’s worth applying discipline to achieve. The McChrystal snippet in the podcast is taken from the Chris Williamson interview. How To Actually Build Discipline, here: 10:30 Principles This segment focusses principles you can apply in your business today.Your Brain as Marketing’s Ultimate Gatekeeper Andy Clark’s revelatory book “The Experience Machine” fundamentally changes how we understand consumer attention. Steve and David dive deep into the neuroscience of perception, revealing that what we experience as reality begins as our brain’s best guess about what’s happening next. Our brains function as sophisticated prediction machines, constantly throwing out expectations about sensory input and checking whether reality matches. When there’s minimal difference between prediction and reality, we coast through life on autopilot – think about driving home from work and arriving with no memory of the journey. But when prediction errors occur, our brains snap to attention, demanding energy to reassess and adjust. This has profound implications for marketing creativity. Small prediction errors create delightful “aha” moments that make audiences feel clever and engaged. But massive prediction errors trigger our limbic system, shifting us from rational thinking to emotional self-protection. David emphasises how this explains why slightly novel marketing succeeds while bizarre creativity often backfires spectacularly. The hosts connect this to comedy, noting how masters like Robin Williams and Billy Connolly create accessible novelty – talking about ordinary life with slightly unexpected twists that include rather than alienate their audience. The lesson for marketers: be more like a welcoming restaurant than a snooty maître d’ who makes customers feel inadequate. The Andy Clark snippet is taken from his interview on The Dissenter, here: 23:30 Problems This segment answers questions we've received from clients or listeners.When Waiting Becomes Worse Than Acting Drawing from recent economic uncertainty in the US, David highlights a critical business lesson disguised as current affairs. When President Trump’s policies triggered consumer confidence drops and credit rating downgrades, American businesses and consumers responded predictably – they waited for things to improve before making important decisions. This seemingly rational response masks a dangerous reality: not making decisions when problems exist isn’t neutral positioning. Problems don’t pause politely while we gather courage or wait for better conditions. They accumulate, compound, and often become more expensive to solve over time. Steve and David frame this as essential self-audit territory for business owners. What decisions are you postponing because the timing doesn’t feel right? While you’re waiting, your customers and...
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    34 分
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