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Talking About Marketing

Talking About Marketing

Auteur(s): 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 Marketing Marketing et ventes Réussite personnelle Économie
Épisodes
  • Can You Feel What I'm Thinking?

    Can You Feel What I'm Thinking?
    Sep 8 2025
    In Person, Leigh Anderson’s “The Paramedic Mindset” reveals why technical competence becomes the foundation for human connection, particularly when stakes are highest. His framework of physical, psychological, and social wellbeing offers a blueprint for anyone working under pressure. In Principles, Lisa Cron’s “Story or Die” digs into the neurological reasons why narrative trumps instruction every time. Her core insight cuts through storytelling theory: if you want to change what people think, change what they feel first. In Problems, a scammer’s sophisticated psychological manipulation shows how influence techniques can be weaponised through fake email chains and manufactured authority. In Perspicacity, a Tasmanian furniture ad demonstrates how repetition without creativity creates memorability for all the wrong reasons. 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 Paramedic’s Guide to Human Flourishing Drawing from Leigh Anderson’s journey from professional rugby aspirations to emergency response, The Paramedic Mindset offers hard-won wisdom about performing under extreme pressure. Anderson’s framework centres on four pillars: competence, physical wellbeing, psychological wellbeing, and social wellbeing. The competence foundation proves crucial. Anderson argues you must become so technically proficient that execution becomes automatic, freeing mental resources for the human elements of your work. This echoes David’s mobility instructor Roley Stewart’s teaching: competence before confidence, creating a cycle where skill builds confidence, which enables greater risk-taking to develop further competence. Anderson’s approach to mental health particularly resonates. He distinguishes between mental illness (diagnosable conditions) and mental health (the broader spectrum of psychological functioning). Poor mental health doesn’t mean depression; it means languishing rather than flourishing. As Anderson notes, prevention beats cure, and actively maintaining psychological wellbeing prevents sliding toward clinical concerns. 13:30 Principles This segment focusses principles you can apply in your business today.The Neuroscience of Narrative Power Despite its occasionally patronising tone, Lisa Cron’s Story or Die provides compelling scientific backing for what storytellers have known intuitively: narrative literally changes brains. Cron’s research explains why stories engage our complete attention in ways that instruction cannot match. Her two core principles prove immediately practical: to change what people think, change what they feel first. To change what they feel, tell stories that connect with their existing agenda. This framework transforms every business interaction from a request for action into an exploration of connection. Steve and David tested this immediately in their consulting work. Rather than launching into solutions, they began conversations by identifying what clients genuinely cared about, then positioning recommendations as pathways toward those existing goals. The shift from explanation to exploration consistently improved engagement and outcomes. The local pizza example perfectly illustrates this principle in action. Ross Trevor Pizza Bar doesn’t just serve excellent food; they remember customer preferences, family dynamics, and personal stories. This emotional connection transforms a transaction into a relationship, making competing venues irrelevant regardless of their pizza quality. 23:45 Problems This segment answers questions we've received from clients or listeners.The Sophisticated Scammer’s Playbook A recent cold email demonstrates how persuasion principles can be weaponised through manufactured social proof. The sender created a fictional internal conversation, complete with a supposed COO recommendation, to bypass standard spam filters and tap into Cialdini’s principle that we’re more likely to respond when approached on behalf of others. The technique shows sophisticated understanding of repetition with variation, presenting identical benefits through slightly different framing to create familiarity. However, the execution fails through obvious fabrication. The forwarded email addresses recipients as “they” rather than by name, immediately destroying credibility. This approach reveals both the power and the peril of influence techniques. When deployed authentically, they facilitate genuine connection. When manufactured, they create immediate suspicion and lasting damage to trust. 28:45 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.The Sledgehammer School of Advertising A Tasmanian furniture retailer’s radio advertisement showcases how repetition without creativity creates memorability through irritation rather than attraction. ...
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    36 min
  • How Much Is That AI In The Window?

    How Much Is That AI In The Window?
    Aug 26 2025
    Viktor Frankl’s “Man’s Search for Meaning” offers profound guidance for business owners feeling overwhelmed by today’s relentless news cycle, reminding us that survival often depends on having something meaningful to work toward rather than comfortable circumstances. Steve shares practical questions for creating AI language guides that capture your genuine voice instead of corporate cardboard, while David emphasises why getting the human connection right matters more than perfect features and benefits. A hilariously transparent fake award email reveals the growing cottage industry of manufactured credibility, prompting our hosts to consider launching their own award scheme (naturally at better value than the competition). A classic Yellow Pages advertisement featuring an unfortunate trouser malfunction raises the eternal question: would this still work today, or have we lost our collective sense of humour about universal human embarrassments? 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.Finding Meaning Beyond the Marketing Noise Steve returns from the South Australian Variety Bash with a profound observation about digital overwhelm, particularly the “plastic individuals spouting self-congratulatory stuff written by ChatGPT” that populate LinkedIn. His remedy draws from Viktor Frankl’s experiences in Nazi concentration camps, where survival often came down to having something meaningful to live for rather than just comfortable conditions. Frankl’s insight that “those prisoners were most likely to survive who had a meaning orientation toward the future” offers surprisingly relevant guidance for business owners feeling crushed by current events and marketing pressures. David reinforces this with Frankl’s three sources of meaning: love, work, and how we face suffering. The key insight for business owners struggling with direction? Having something greater than yourself to work toward provides resilience that no amount of tactical marketing advice can match. The conversation moves from Frankl’s flying analogy about aiming higher than your target to compensate for crosswinds, suggesting that noble ideals serve a similar purpose in business: they keep us moving in the right direction even when external forces try to blow us off course. 11:30 Principles This segment focusses principles you can apply in your business today.Teaching AI to Sound Like You (Instead of a Corporate Robot) Moving from philosophical foundations to practical application, Steve introduces a comprehensive questioning framework designed to help AI tools capture your genuine voice rather than defaulting to generic business-speak. The challenge: most website copy sounds nothing like the engaging humans who run the businesses. The question series begins with vision and dreams (“What does success look like to you, not just financially but personally and emotionally?”), moves through passion and values (“Why does your business exist beyond just making money?”), and progresses to origin stories and audience connection. David notes how these questions mirror Viktor Frankl’s approach to finding meaning, emphasising that emotional investment in your work creates the connection that differentiates you from anonymous competitors. The hosts stress that while features and benefits matter, they work best when anchored in deeper context about why your business exists. David’s insight about HubSpot’s early community-first approach reinforces this: “Having a product without a community is terrifying. Having a community who are already listening to you… when you offer them a product, the chances of them saying yes is much higher.” 26:45 Problems This segment answers questions we've received from clients or listeners.The Great Awards Swindle Steve shares a magnificently transparent scam email from “Charlotte Green” at Food Business Review, offering Barista Door Coffee (his wound-down hobby business) the “prestigious” title of “top espresso coffee bean service” for the bargain price of $3,000 USD. The email’s shameless construction provides a masterclass in manufactured credibility. David’s reaction cuts to the heart of the issue: “How dare they make claims about building credibility when the whole thing is absolute bullshit.” The hosts examine how these fake awards create a credibility arms race, where legitimate achievements get devalued by the proliferation of purchased recognition. The conversation explores the broader implications for genuine business awards and media coverage, questioning how many “Adelaide’s top 10” stories actually involve financial transactions. With characteristic cheekiness, they consider launching their own “Australasian Small Business Award” at better value than the competition, highlighting how easy it would be to ...
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    37 min
  • The AI Rant: A Nuanced Rebellion Against Digital Sleepwalking

    The AI Rant: A Nuanced Rebellion Against Digital Sleepwalking
    Aug 7 2025
    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 min
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