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Call To Action

Call To Action

Auteur(s): Giles Edwards
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 Feel better about marketing™ The go-to podcast for anyone trying to make sense of the world of marketing, business and beyond. In an industry that is a minefield of utter bollocks, we aim to capture our heroes and allies from the front line to have a chin-wag with.

It’s like Pokémon Go, with the single but vital exception that it’s not a short-term bandwagon of shite.

UK TOP 2 | US TOP 50 | RELEASED FORTNIGHTLY...Gasp! (Gasp Four Ltd.) Développement commercial et entrepreneuriat Entrepreneurship Gestion et leadership Marketing Marketing et ventes Réussite personnelle Économie
Épisodes
  • 170: Marcus du Sautoy on how to see the stories in numbers

    170: Marcus du Sautoy on how to see the stories in numbers
    Sep 19 2025
    This week we rented the top 3 maths movies of all time – A Beautiful Mind, The Imitation Game and 3 Men and a Baby – all in order to be mathematically competent enough to share a pod with one of the world’s greatest number nibblers, Marcus du Sautoy.

    So highly acclaimed and awarded, we could have filled the entire podcast by listing out his many achievements, Marcus is perhaps best known as a Professor in Mathematics, Fellow of the Royal Society and Simonyi Professor for the Public Understanding of Science at Oxford University.

    But, as well as being one of the very smartest people on the planet, he’s also one of the most engaging and enlightening speakers on the unexpected stories to be found in numbers, having written for several national newspapers and appeared on a number of mathematically-inclined TV shows including Mind Games, The Story of Maths and The Code (not to be confused with The Cube).

    By now you’ve probably run out of fingers to tally up all the brilliant things he’s done, so we shall just wrap up by saying he’s also the author of a series of superb books examining the relationship between maths, creativity, music, games and more – including Blue Prints, The Music of Primes and The Creativity Code.

    (Basically, the fact that it took us all this time to mention he’s also an OBE tells you all you need to know. He’s an impressive dude.)

    In an episode where Giles wears his disappointing GCSE results like a hi-vis vest of inadequacy, we ponder the search for meaning in numbers and how the stories behind them can help shape ideas and solve problems.

    This episode is proudly dedicated to Mr Baleson.

    Follow Marcus on LinkedIn

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    Timestamps

    04:17 - The Influence of a Great Teacher
    06:03 - Mathematics as a Language and Creative Outlet
    08:44 - The Intersection of Mathematics and the Arts
    12:08 - Exploring Creativity in Mathematics
    15:17 - The Relationship Between Structure and Artistic Expression
    21:10 - The Cicada's Prime Number Life Cycle
    30:51 - Patterns and Expectations in Art and Comedy
    33:09 - The Role of Mathematics in Problem Solving
    43:15 - The Importance of Storytelling in Science
    46:25 - The Search for Meaning in Numbers
    48:13 - The Dual Nature of Scientific Thinking

    Marcus’ Book recommendations are:

    A Mathematician’s Apology by G.H. Hardy

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    56 min
  • 169: Richard Shotton and MichaelAaron Flicker on hacking the human mind.

    169: Richard Shotton and MichaelAaron Flicker on hacking the human mind.
    Aug 29 2025
    This week we broke a golden rule and crossed podcast streams with a pair of excellent guests, Richard Shotton and MichaelAaron Flicker, hosts of the Behavioural Science for Brands podcast and co-authors of the soon-to-be released (and definitely-to-be brilliant) Hacking The Human Mind.

    Richard is, of course, returning for a record third appearance on Call To Action® although we have respectfully honoured his request to not be left alone with Giles. Responsible for opening industry eyes to the potential of behavioural science, Richard is the author of two books that serious marketing types like you and I could not do without – The Choice Factory and The Illusion of Choice.

    Alongside him today, as is so often the case, is MichaelAaron Flicker, founder and president of (Zeeenno-Sigh) XenoPsi Ventures, a brand incubator firm that helps out all kinds of companies with financial, marketing and intellectual capital. As well as co-hosting their pod, and co-authoring their book, they’ve completed a hattrick of Co’s by co-founding the Consumer Behaviour Lab, where they apply their considerable collective knowledge to help make marketing smarter, better and less stinky.

    In an episode where we open the sunroof on the human mind and reveal there’s much more to it than day dreams, crippling doubt and song lyrics from 1996, we hear from two of the field’s most compelling experts on what it really takes for a brand to be chosen.

    This episode is proudly dedicated to Rory Sutherland.

    Follow Richard and MichaelAaron on LinkedIn.

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    Timestamps

    08:27 - Reflections on Career Path and Pivots
    10:09 - Richard's Tribute to Ozzy Osbourne
    12:39 - How Richard and Michael Met
    14:22 - The Concept Behind Their New Book
    16:01 - Writing Process and Collaboration Insights
    20:21 - Discussion on Haagen-Dazs and Country of Origin Effect
    25:04 - The Power of Naming: Patagonian Toothfish vs. Chilean Sea Bass
    30:07 - Marketing Confusion Between Marketing and Sales

    Their Book Recommendations are:

    Alchemy by Rory Sutherland
    Tiny Habits by BJ Fogg

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    1 h et 3 min
  • 168: Professor Byron Sharp on a lifetime of learning in the marketing world

    168: Professor Byron Sharp on a lifetime of learning in the marketing world
    Aug 15 2025
    This week we tucked in our shirt, straightened our tie and resisted the temptation to nip off for a quick vape behind the pickle-ball court, all in order to suitably impress our guest, one of the world’s greatest marketing academics, Professor Byron Sharp.

    A man who would need no introduction (if we weren’t contractually obliged to provide all our pod guests with one) Prof Byron is one of the world’s most respected thinkers in the field of brands and consumer behaviour.

    Unless you’re deliberately trying to get yourself fired from your marketing role, you’ll no doubt have read his seminal book ‘How Brands Grow’ and, if you’re especially lucky, you may well have learned directly from the man himself in one of his globally prestigious academic roles.

    A speaker, a teacher, a thinker and a pioneering researcher, Byron still has the time to be a thoroughly entertaining podcast guest, and is famously happy to share the kind of knee-buckling market truth that the industry fears but also really, really needs.

    In an episode where Byron jabs a scholarly finger into the flabby thinking that holds brands back, we ponder the many different disciplines a proper marketer should be able to wrap their heads around if they want a consumer to care.

    This episode is proudly dedicated to John Scriven.

    Follow Byron on LinkedIn

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    Timestamps

    03:27 - Early Jobs and Academia
    04:38 - The Importance of Real-World Experience
    06:09 - Working with Andrew Ehrenberg
    08:28 - The Intent Behind "How Brands Grow"
    09:41 - Marketing Blind Spots and Unexplored Areas
    10:30 - Cognitive Biases and Behavioral Science
    11:48 - The Role of Heuristics in Consumer Behavior
    12:43 - Understanding Double Jeopardy Law
    14:08 - Consumer Efficiency vs. Laziness
    15:26 - Predictive Power of Marketing Science
    16:06 - The Weirdness of the Real World
    17:37 - Misconceptions About Marketing Science
    19:40 - The Role of Synthetic Research
    32:58 - B2B Marketing and Growth Strategies
    35:22 - The Value of Awards in Marketing

    Byron's Book recommendations are:

    The Halo Effect by Phil Rosenzweig
    Everything is Obvious by Duncan Watts
    The Signal and the Noise by Nate Silver

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    53 min
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