Podcasts about businessesgrow

As leaders and creators in today's digital landscape, we're all facing the same challenging question: How do we stand out when AI can create endless streams of content? In this episode, I speak with marketing legend Mark Schaefer about his groundbreaking new book "Audacious: How Humans Win in an AI Marketing World."If you've ever felt the pressure to be visible online but worried about "adding to the noise," this conversation is essential listening. Mark reveals why being merely competent isn't enough anymore and shares a practical framework for becoming the signal that rises above the noise.Mark brings 40+ years of marketing wisdom to this discussion, having written 11 books including the one that transformed my own business journey. We explore how personal branding serves as career insurance in an AI world and why making genuine human connections will be your ultimate competitive advantage.

In economics, production and marketing are not separate concepts. Production responds to customers' needs and marketing is the expression of those needs inside the firm. The entire customer-facing activity of the firm is marketing. Like any other business activity, there is constant flux brought to bear by changing customer preferences, competitive innovation and market evolution. Marketing must be adaptive to change, and a major shift is occurring right now. Mark Schaefer writes about it in Belonging To The Brand: Why Community Is The Last Great Marketing Strategy. Knowledge Capsule Established strategies and tactics of marketing are no longer effective. Marketing thought-leader Mark Schaefer puts it this way: marketing doesn't work like it used to. The established techniques were biased towards outbound communication, such as advertising, PR and events. Mark classifies these techniques as “interrupt and annoy” to try to get customers to give their attention to feature and benefit of the company's offerings. The communications environment shifted from analog to digital and from outbound to interactive, but interrupt and annoy remained the primary technique. Finally, there's an alternative marketing strategy. The new strategy goes by the term “community” or “community building”. As economics advises, it's a product of customer sovereignty. People want to belong to communities that share values and interests. And in the digital age, where work-from-home and glued-to-a-screen are life conditions that can lead to profound loneliness, the need for belonging is amplified. The covid lockdown experience exacerbated the problem. Community is an experience that is highly valued by customer, distinguished via three features: Connection with each other. There's a group feeling of difference that's not shared with others who don't belong to the community.Purpose: community members gather because they have a shared reason to do so, whether it is software development or wine appreciation or the development of technical skills. There are shared rituals and traditions and common behaviors that generate a sense of group identity and bonding through common values.Relevance: A thriving community adapt and adjusts as times and members' needs change. Adaptability strengthens group cohesion and assures continuity and resilience. There's a business case for community building. Community-building may replace brand-building as a primary pathway to facilitating value for customers and thereby generating strong cash flows. The technique has a viable business model. Differentiation: when customers bond in community, they're differentiating themselves and the brand(s) they prefer and support. It's a lasting advantage.Market monitoring: a community is a continuing conversation, a source of insight and signals of change.High speed information: the flow of information from customers and markets to firms is another source of advantage. The behaviors and preferences of community members can be continuously polled, with the opportunity for fast response.Trust. Businesses are recognizing the importance of trust in relationships with ever-greater clarity. Brand communities are trusted by their members; trust is inherent.Advocacy. Community members become the marketer. They communicate benefits and positive experiences. User-generated content both reduces marketing costs and adds authenticity and belief.Loyalty: The most profitable customers are the most loyal customers. Community members are loyal, and, in fact, go beyond loyalty to “attachment”.Co-creation. Value is created by customers in their own experience, or it can be viewed as co-created through interactions with the firm and its products and services. In brand communities, there is community co-creation, such as in LEGO Ideas groups and the IKEA user community.Membership as a product: Some communities become the business modem as members pay both to join and maintain membership and purchase the products and services of the community.Cultural alignment: community is a trend, especially for younger people experiencing social and digital isolation.Customer data: when members freely express their values and preferences, they create a rich new first-hand data source. Purpose is the critical driver. There's a case to be made that a brand is its purpose. A clear and compelling purpose provides inner direction for the entrepreneur and the management team throughout the entrepreneurial journey. Shared purpose can bind customers to the brand. The same is true for a brand community; Mark Schaefer talks of bold, piercing purpose that aligns every resource of the company towards the community goal. Harley-Davidson is one (well-used) example: fulfilling dreams through the experience of motorcycling. The purpose is a customer experience, aligned with their values and open to their expansive and creative interpretation. Corporate purpose, when genuinely felt and well-expressed, Mark writes, can be existential (this is why we exist?), differentiating (how do we make a difference?), values-based (how are our founding values relevant to the world?), distinctive (what headlines will be written about us), adaptive (how is the world changing in a way that unites us with our community?) and fulfilling (how can we fulfill customers' dreams?) Additional Resources Mark's Books: Belonging To The Brand: Why Community Is The Last Great Marketing Strategy: Mises.org/E4B_204_Book1 Marketing Rebellion: The Most Human Company Wins: Mises.org/E4B_204_Book2 The Marketing Companion podcast: Mises.org/E4B_204_Pod Mark Schaefer website: BusinessesGrow.com

In economics, production and marketing are not separate concepts. Production responds to customers' needs and marketing is the expression of those needs inside the firm. The entire customer-facing activity of the firm is marketing. Like any other business activity, there is constant flux brought to bear by changing customer preferences, competitive innovation and market evolution. Marketing must be adaptive to change, and a major shift is occurring right now. Mark Schaefer writes about it in Belonging To The Brand: Why Community Is The Last Great Marketing Strategy. Knowledge Capsule Established strategies and tactics of marketing are no longer effective. Marketing thought-leader Mark Schaefer puts it this way: marketing doesn't work like it used to. The established techniques were biased towards outbound communication, such as advertising, PR and events. Mark classifies these techniques as “interrupt and annoy” to try to get customers to give their attention to feature and benefit of the company's offerings. The communications environment shifted from analog to digital and from outbound to interactive, but interrupt and annoy remained the primary technique. Finally, there's an alternative marketing strategy. The new strategy goes by the term “community” or “community building”. As economics advises, it's a product of customer sovereignty. People want to belong to communities that share values and interests. And in the digital age, where work-from-home and glued-to-a-screen are life conditions that can lead to profound loneliness, the need for belonging is amplified. The covid lockdown experience exacerbated the problem. Community is an experience that is highly valued by customer, distinguished via three features: Connection with each other. There's a group feeling of difference that's not shared with others who don't belong to the community.Purpose: community members gather because they have a shared reason to do so, whether it is software development or wine appreciation or the development of technical skills. There are shared rituals and traditions and common behaviors that generate a sense of group identity and bonding through common values.Relevance: A thriving community adapt and adjusts as times and members' needs change. Adaptability strengthens group cohesion and assures continuity and resilience. There's a business case for community building. Community-building may replace brand-building as a primary pathway to facilitating value for customers and thereby generating strong cash flows. The technique has a viable business model. Differentiation: when customers bond in community, they're differentiating themselves and the brand(s) they prefer and support. It's a lasting advantage.Market monitoring: a community is a continuing conversation, a source of insight and signals of change.High speed information: the flow of information from customers and markets to firms is another source of advantage. The behaviors and preferences of community members can be continuously polled, with the opportunity for fast response.Trust. Businesses are recognizing the importance of trust in relationships with ever-greater clarity. Brand communities are trusted by their members; trust is inherent.Advocacy. Community members become the marketer. They communicate benefits and positive experiences. User-generated content both reduces marketing costs and adds authenticity and belief.Loyalty: The most profitable customers are the most loyal customers. Community members are loyal, and, in fact, go beyond loyalty to “attachment”.Co-creation. Value is created by customers in their own experience, or it can be viewed as co-created through interactions with the firm and its products and services. In brand communities, there is community co-creation, such as in LEGO Ideas groups and the IKEA user community.Membership as a product: Some communities become the business modem as members pay both to join and maintain membership and purchase the products and services of the community.Cultural alignment: community is a trend, especially for younger people experiencing social and digital isolation.Customer data: when members freely express their values and preferences, they create a rich new first-hand data source. Purpose is the critical driver. There's a case to be made that a brand is its purpose. A clear and compelling purpose provides inner direction for the entrepreneur and the management team throughout the entrepreneurial journey. Shared purpose can bind customers to the brand. The same is true for a brand community; Mark Schaefer talks of bold, piercing purpose that aligns every resource of the company towards the community goal. Harley-Davidson is one (well-used) example: fulfilling dreams through the experience of motorcycling. The purpose is a customer experience, aligned with their values and open to their expansive and creative interpretation. Corporate purpose, when genuinely felt and well-expressed, Mark writes, can be existential (this is why we exist?), differentiating (how do we make a difference?), values-based (how are our founding values relevant to the world?), distinctive (what headlines will be written about us), adaptive (how is the world changing in a way that unites us with our community?) and fulfilling (how can we fulfill customers' dreams?) Additional Resources Mark's Books: Belonging To The Brand: Why Community Is The Last Great Marketing Strategy: Mises.org/E4B_204_Book1 Marketing Rebellion: The Most Human Company Wins: Mises.org/E4B_204_Book2 The Marketing Companion podcast: Mises.org/E4B_204_Pod Mark Schaefer website: BusinessesGrow.com

In economics, production and marketing are not separate concepts. Production responds to customers' needs and marketing is the expression of those needs inside the firm. The entire customer-facing activity of the firm is marketing. Like any other business activity, there is constant flux brought to bear by changing customer preferences, competitive innovation and market evolution. Marketing must be adaptive to change, and a major shift is occurring right now. Mark Schaefer writes about it in Belonging To The Brand: Why Community Is The Last Great Marketing Strategy. Knowledge Capsule Established strategies and tactics of marketing are no longer effective. Marketing thought-leader Mark Schaefer puts it this way: marketing doesn't work like it used to. The established techniques were biased towards outbound communication, such as advertising, PR and events. Mark classifies these techniques as “interrupt and annoy” to try to get customers to give their attention to feature and benefit of the company's offerings. The communications environment shifted from analog to digital and from outbound to interactive, but interrupt and annoy remained the primary technique. Finally, there's an alternative marketing strategy. The new strategy goes by the term “community” or “community building”. As economics advises, it's a product of customer sovereignty. People want to belong to communities that share values and interests. And in the digital age, where work-from-home and glued-to-a-screen are life conditions that can lead to profound loneliness, the need for belonging is amplified. The covid lockdown experience exacerbated the problem. Community is an experience that is highly valued by customer, distinguished via three features: Connection with each other. There's a group feeling of difference that's not shared with others who don't belong to the community.Purpose: community members gather because they have a shared reason to do so, whether it is software development or wine appreciation or the development of technical skills. There are shared rituals and traditions and common behaviors that generate a sense of group identity and bonding through common values.Relevance: A thriving community adapt and adjusts as times and members' needs change. Adaptability strengthens group cohesion and assures continuity and resilience. There's a business case for community building. Community-building may replace brand-building as a primary pathway to facilitating value for customers and thereby generating strong cash flows. The technique has a viable business model. Differentiation: when customers bond in community, they're differentiating themselves and the brand(s) they prefer and support. It's a lasting advantage.Market monitoring: a community is a continuing conversation, a source of insight and signals of change.High speed information: the flow of information from customers and markets to firms is another source of advantage. The behaviors and preferences of community members can be continuously polled, with the opportunity for fast response.Trust. Businesses are recognizing the importance of trust in relationships with ever-greater clarity. Brand communities are trusted by their members; trust is inherent.Advocacy. Community members become the marketer. They communicate benefits and positive experiences. User-generated content both reduces marketing costs and adds authenticity and belief.Loyalty: The most profitable customers are the most loyal customers. Community members are loyal, and, in fact, go beyond loyalty to “attachment”.Co-creation. Value is created by customers in their own experience, or it can be viewed as co-created through interactions with the firm and its products and services. In brand communities, there is community co-creation, such as in LEGO Ideas groups and the IKEA user community.Membership as a product: Some communities become the business modem as members pay both to join and maintain membership and purchase the products and services of the community.Cultural alignment: community is a trend, especially for younger people experiencing social and digital isolation.Customer data: when members freely express their values and preferences, they create a rich new first-hand data source. Purpose is the critical driver. There's a case to be made that a brand is its purpose. A clear and compelling purpose provides inner direction for the entrepreneur and the management team throughout the entrepreneurial journey. Shared purpose can bind customers to the brand. The same is true for a brand community; Mark Schaefer talks of bold, piercing purpose that aligns every resource of the company towards the community goal. Harley-Davidson is one (well-used) example: fulfilling dreams through the experience of motorcycling. The purpose is a customer experience, aligned with their values and open to their expansive and creative interpretation. Corporate purpose, when genuinely felt and well-expressed, Mark writes, can be existential (this is why we exist?), differentiating (how do we make a difference?), values-based (how are our founding values relevant to the world?), distinctive (what headlines will be written about us), adaptive (how is the world changing in a way that unites us with our community?) and fulfilling (how can we fulfill customers' dreams?) Additional Resources Mark's Books: Belonging To The Brand: Why Community Is The Last Great Marketing Strategy: Mises.org/E4B_204_Book1 Marketing Rebellion: The Most Human Company Wins: Mises.org/E4B_204_Book2 The Marketing Companion podcast: Mises.org/E4B_204_Pod Mark Schaefer website: BusinessesGrow.com

Marketing strategist, author and adjunct professor,  Mark Schaefer argues that the CMO must be in charge of the entire customer experience, and how some brands - like Glossier and Everlane - are doing it right. In a world where isolation and loneliness are on the rise, community is more important than ever. Mark argues that consumers want to believe in the brands they support, that they to want to participate in and to belong to a brand. Belonging is such a human drive - and Mark believes that beyond purpose, companies will need to start using technology to connect to people in deeply personal ways. For more from Mark, check out his podcast, his  books, and his blog at Businessesgrow.com.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we'd love to hear from you. If you prefer to watch this episode, visit (and subscribe!) to Rival's YouTube channel.

Consistency, personal branding, blogging, and your Cumulative Advantage with Mark Schaefer. Mark Schaefer is a globally-recognized keynote speaker, educator, business consultant, and author. His blog {grow} is hailed as one of the top marketing blogs in the world. His latest book is Cumulative Advantage: How to Build Momentum for Your Ideas, Business and Life Against All Odds. What we talked about... Creating momentum for your life, your business, and your ideas. How to stand out as a friend and a brand with cookies and bacon. How effective leaders help us grow. On saying “no” the right way by addressing problems, not people. Consistency is more important than genius.  The power of blogging. How Tim Ferris advanced his career. The Tipping Point by Malcolm Gladwell. Reinvention and relevancy. Force yourself to go to conferences to learn new things and meet new people. Mark talked about LunchClub to be matched to people with similar interests. Subway horror stories. Mark recommends “How to Heal our Divides” Brian Allain.  Learn more about Mark at BusinessesGrow.com. 

Welcome back to another episode with Mark Schaefer. In the last episode, we talked about Mark's book Marketing Rebellion and the need for human-centered marketing. Today, we will continue the discussion of Mark's book by discussing four strategies for human-centered marketing: constant human truths, values-based marketing, customers as our marketers, and honesty and consistency. We'll also discuss tectonic shifts and fractures in the status quo.     Focus on Constant Human Truths     Many companies Mark consults with feel overwhelmed. There are so many options and things to do. He often tries to emphasize the constant human truths, which he discusses in his book. These truths are that people want to be loved, belong, be acknowledged, and be respected.   Mark said we are too focused on technology. We need to put these human truths first, and then we can think about how technology can help us provide for these needs. “I'm not anti-technology. [But] I'm anti-technology when it creates barriers with our customers. When we do things like spam them or send them robocalls, that will just tarnish our brand,” Mark said.   Being acknowledged is one of these important truths. In Mark's book, he discusses statistics that say 50% of young people said, “It's important for me to be acknowledged by my friends on social media,” but 60% said, “It's important to be acknowledged by my favorite brands.” It is more important for them to be acknowledged by their favorite brands than their friends. There's a longing to be acknowledged.    The pandemic has made a lot of these needs more prevalent. People are feeling more lonely, isolated, and depressed. Mark believes companies have a role to play in this. Customers are telling us there's a way to engage with them: give them a place where they belong.     Consider Values-Based Marketing     There is a lot of research from companies like Deloitte, Accenture, and McKinsey that shows loyalty has been declining over the last 20 years. 87% of our customers are “shop around” customers. Research by Harvard shows that almost all of our traditional marketing activities are not building loyalty except for one: demonstrating shared meaning or shared values.   A well-known example of this is Nike and Colin Kaepernick. Some people think Kaepernick is a patriot and a hero and others think he's not. Nike made a deal to do a line of clothes with him. When they did that, Nike's value went down by about $4 billion in one day and people were burning their merchandise in the streets. Two weeks later, however, Nike's valuation was even higher than it was before.   Mark had a friend who said he was so mad he was never going to buy from Nike again. Mark told him, “They don't care.” Nike realized that in order to earn their audience's trust, they have to show what they stand for.    Nike also knew that Adidas was trying to make a deal with Kaepernick. They had both looked at research to find out what their customers believe, and they were looking for ways to align themselves with those beliefs. It was a race for shared values.   This is a very, very effective way to create loyalty, but it's not for everybody and it's not necessary for every company. We don't all have to express our political or other views. If we think about all the products we've purchased in the last two weeks, how many of them do we know where they stand on political or other issues? For me, it's none of them. Values-based marketing can work very well, but it isn't necessary for every brand and many brands do well without it.      Embrace Customers as Our Marketers     In the past, we were the markers; we viewed ourselves as the marketing team and the marketing agency, and we decided how to market our brand. There is a fundamental shift happening as our customers become our primary marketers. As we discussed in the last episode with Mark, two-thirds of our marketing is occurring without us.   As Mark found this research for his book, he was overwhelmed by how wrong we were in the past. He thought, “I don't know what it means to be a marketer anymore,” because the customers have control now.   Instead of trying to hold on to this control, we should embrace it and earn our way into being part of the dialogue. We shouldn't bother, annoy, or interrupt our customers. We should let them speak and then join the narrative.   Many people are in love with content marketing, but the content has no value unless it's seen and shared. Mark said, “The value is in transmission. It's getting that story, getting that content, to move in that two-thirds. That's where the marketing is occurring.”     Be Honest and Consistent     A long time ago, Mark realized he can't depend on social media, Facebook's algorithms, Google, or SEO. There are thousands of other digital marketing consultants out there, so he's never going to have a number one ranking on Google or beat out the richest competitors. He can only depend on himself.   Mark creates content that is so honest, it's unmissable. People know from his content that he doesn't have an agenda. He's just trying to find the truth; he's on the journey with them through the good, the bad, the success, and the failure. He's consistent through it all.   We often think that success will happen overnight, but most often success comes from consistently showing up.    Mark shared the example of a band called the Black Keys. Before the band was big enough to play arenas and sell out Madison Square Garden in 15 minutes, Mark had the chance to talk to them when they were playing shows for about 1,000-2,000 people. Mark asked the drummer, “What was the catalytic point that took you to the top?” The drummer said, “There wasn't one. We've been touring for seven years, we've made seven albums, and every year we do a little bit better.”   Hard, consistent work will eventually lead us to where we want to be. Mark said, “There is no overnight success. You just [have] to keep on working, working, working [with] patience. Consistency is more important than genius.”   Gain Momentum through Fractures in the Status Quo   On this show, we talk a lot about tectonic shifts or changes in the business landscape we can leverage to help us grow. Mark talks about a similar idea that he refers to as fractures in the status quo. Like tectonic shifts, these fractures can lead to great success.   Fractures in the status quo create new and unmet or underserved customer needs and provide opportunities when we can meet them with our core competencies. When our initiative meets that fracture, we can burst through it with all our might and speed to create winning momentum.   Bill Gates was able to leverage one of these fractures. He had access to early computer prototypes as a teenager, allowing him to learn how to code—his core competency. When the fracture came, personal computers, Gates leveraged that competency to build software and find success.   We need to be aware of our own core competencies and the fractures or shifts happening in the world. Then we can leverage them and gain momentum.   Mark's Manifesto   While Mark was writing Marketing Rebellion, he reached about the halfway point and realized there was no way people would be able to remember everything he was covering. Mark challenged himself to write a 10-point summary of the first half of the book. This summary became the Manifesto for Human-Centered Marketing. A hand-drawn copy of this manifest is available here. We should also create manifestos to communicate our core mission in a way that will inspire our audience and help them remember what we're about.    Key Takeaways   Thank you so much Mark for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:   People want to be loved, belong, be acknowledged, and be respected. We can help fill those needs for our customers by acknowledging them and creating a place where they belong. Almost all of our traditional marketing activities are not building loyalty except for one: demonstrating shared meaning or shared values. Customers are in control of our marketing now. Instead of trying to hold on to this control, we should embrace it and earn our way into being part of the dialogue. Consistency is more important than genius. Being authentic and consistent with our customers will help us gain big success little by little. Fractures in the status quo provide great opportunities for us to gain momentum. We need to be aware of these fractures.   Connect with Mark   To learn more about or connect with Mark:  Connect on LinkedIn  Visit his website at BusinessesGrow.com  Check out his book Marketing Rebellion   Want to be a Better Digital Monetizer?   Please follow these channels to receive free digital monetization content:   Download the free Passion Marketing ebook at PassionMarketing.com. Subscribe to the Monetization Nation podcast. How can we shift our marketing to be more human-centered? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers. Need help with your digital monetization strategy? Visit MonetizationPartners.com to schedule a free consultation.   Read at: https://monetizationnation.com/blog/4-strategies-for-human-centered-marketing/ 

Mark Schaefer is a globally-recognized author, speaker, podcaster, and business consultant who blogs at Grow, one of the top five marketing blogs in the world. He teaches graduate marketing classes at Rutgers University. Mark has written eight bestselling books, and his newest book is called Cumulative Advantage. Mark has many global clients including Pfizer, Cisco, Dell, Adidas, and the US Air Force. He's been a keynote speaker at prestigious events all over the world. He's also appeared as a guest on CNN, the Wall Street Journal, the New York Times, and CBS News.    Today, we're going to talk about one of Mark's books, Marketing Rebellion, and the need for human-centered marketing.   Why We Need Human-Centered Marketing   Mark was recently on a Zoom call with a client and an agency that's working with them. He was on mute during the call, but they could see his face was getting more and more disturbed because they were proposing spamming customers. “The first thing we need to do in our marketing is to stop doing what people hate. We need to treat each other like human beings and treat our customers like we would like to be treated,” Mark said.   Those old strategies used to work, so many people still lean toward them today, but they aren't working well anymore, and eventually, they're going to go away. Our customers won't put up with it; if we do something that annoys or interrupts our customers, the customers will rebel and they'll win. So we have to adapt to a more human, customer-centric model.   If we want to keep our customers and get ahead of the curve, we need to market in a new way, a way that respects our customers, their lives, their time, and their privacy. This is why Apple is updating its privacy features and why Google is trying to figure out how to protect its customers in regard to third-party cookies. These companies are trying to position themselves with the right side of the rebellion; they want to be on the customers' side. They don't want to be who the customers are rebelling against.   This is the time for traditional marketers to be humbled and listen to the newer people who may be more in tune with what the customers want and how to better market to them.   Treating Our Customers as Humans   Mark greatly admires Seth Godin, an author, and former dot com business executive, but he disagrees with something Seth said in his book This is Marketing. In that book, Seth says that marketing is about changing and manipulating people. Mark thinks that maybe this was true in the 1970s, 80s, or even 90s, but customers are different than people were back then.   We have the world at our fingertips. We have the accumulated knowledge of the human race in the palm of our hands. Customers can make really good decisions by looking at reviews or seeing testimonials; they can go down the rabbit hole on any product out there.    Mark said, “Marketing is not about trying to manipulate people. It's about coming alongside them at their point of need and saying, ‘You know what, we respect you. We respect your intelligence. We respect your privacy. What can we do to help you?'”    We should be asking “How can we help you save money? Make money? Have a more healthy life? A more entertaining life?” It doesn't matter what we are selling, the role of our company should be to help them in whatever our field is. We shouldn't view them as just the people who give us money. We should treat them as human beings who have real lives and real problems.   Helping them may not be enough. We talk a lot about passion marketing on this show because it is such a relevant topic. Our customers have so many options to choose from, so we have to show them why they should choose us by building our products and services around the things they are most passionate about. If we don't, we will never become a priority or differentiate ourselves from a sea of good options.   Being In vs. Being Part of the Community   To be a successful brand today, we can't just be in a community, we have to be part of a community. Being in a community is donating money to a charity for example. Being part of a community is something more.   For example, a few months ago, an ice storm hit the US, impacting many places not accustomed to that kind of weather. In Texas, many people lost their power and their heating. There was one furniture store that didn't lose its power. They told people to come to their store if they were cold. They brought in food, set up a play area for children, and had more than 500 people sleeping overnight on the mattresses in their store.   That store was part of the community. They asked, “How do we act like human beings? How do we act like friends?” If our friend is cold, we say come warm yourself. If our friend is hungry, we say come and let me feed you.    “In this era right now where so many people are suffering, there are so many unmet and underserved needs, we have this opportunity to not only be memorable but to be legendary. I can guarantee you there's no one in the city of Houston that will ever buy furniture from anyone again, other than Mattress Mack. . . . You're just acting like a human being. You don't have to be a marketing wizard, you just have to be a good person,” Mark said.   The companies that get down in the trenches, roll up their sleeves and become part of the community will thrive. The companies that are wed to the old ways and advertising agencies' scripts are going to become irrelevant.   In many ways, the COVID-19 pandemic has accelerated this change. There was a video on YouTube called “Every COVID-19 Commercial Is Exactly The Same”. It has taken the ads from many large companies and edited them together to show that they all had essentially the same script.    These companies that couldn't break through the old ways became laughing stocks, but the companies that act as part of the community and do things that mean something to their customers will become legendary.   The End of Control   In Mark's book, he discusses some research done by McKinsey. Over 10 years, they looked at 200,000 customer journeys across 90 different industries and found that two-thirds of our marketing is occurring without us. A brand used to be what it told us. Customers didn't have a choice. They didn't have the internet or social media. If they wanted to learn about a company, they had to engage with their ads.   Now a brand is what people are telling each other. They're in control. They're defining the message based on their experience. We don't have a choice. We have to understand how we get invited to that conversation.   Mark got sick with COVID-19 at the end of March 2020. His business crashed to almost zero. He had to pivot and work in different ways. He had to connect to the opportunities and needs that were present right then. He stopped his marketing and asked himself, “How do I help people? How do I help my community?”   Mark is a teacher, so he started teaching how to handle things like anxiety, disorientation, and uncertainty in his blog posts. The traffic on his website doubled, so he turned those blog posts into an ebook and gave it away for free. He turned that into a speech to inspire people at leadership meetings. In June, July, and August of 2020, Mark had record-breaking months because he let the people's needs control his business.   We shouldn't try to control our brand or our messaging. We need to come alongside our customers and listen to their needs. They have to invite us to that conversation.   Just like in a marriage, we can't trick someone into loving us. We can't trick someone into marrying us. If we trick someone, even if we're successful, it's not going to work long-term. Our goal is the long-term, lifetime valuable relationship with that customer. If we trick someone into marrying us, how well is that marriage going to work out? How happy is that marriage going to be?    We can't change our customers just like we can't change our spouses. A marriage only works well if there is respect, love, and understanding. We must do the same thing with our customers. We must accept them and love them for the unique person they are.   A chef needs many different spices in a kitchen to make many different kinds of food. If their only option was cinnamon, their food would be pretty boring. Some foods call for cayenne pepper or oregano. Each spice brings value to the kitchen just like each unique person brings value to our life.   Key Takeaways   Thank you so much Mark for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:   Customers won't put up with annoying or manipulative marketing anymore. We need to shift to a human-centered approach. We must treat our customers as humans, think about their needs, and build our brand around their passions. To be part of the community, we need to serve our customers during the good and the bad times. We need to treat them like friends. Two-thirds of our marketing is happening without us. Customers control our messaging, especially with the internet. We need to listen to them and join the conversation, but not control it. Now a brand is what people are telling each other. They're in control.  We can't trick our customers into loving us. Like a marriage, long-term relationships with customers will only work when there is respect, love, and understanding.   Connect with Mark   To learn more about or connect with Mark:  Connect on LinkedIn  Visit his website at BusinessesGrow.com  Check out his book Marketing Rebellion   Want to be a Better Digital Monetizer?   Please follow these channels to receive free digital monetization content:   Download the free Passion Marketing ebook at PassionMarketing.com. Subscribe to the Monetization Nation podcast. How can we shift our marketing to be more human-centered? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers. Need help with your digital monetization strategy? Visit MonetizationPartners.com to schedule a free consultation. Read at: https://monetizationnation.com/blog/why-we-need-human-centered-marketing/ 

Economists recognize the phenomenon of increasing returns. Knowledge markets such as those for software, operating systems and platforms, tend to tilt in favor of a product or service or brand that gets ahead, even to the point of lock-in. There is a growing body of theory — often under the heading of complexity theory, and supported by computational simulation — underpinning the concept of increasing returns. Mark Schaefer is expert at bringing economic theories of this kind into vibrant contemporary life. He coined the term Cumulative Advantage, and wants all entrepreneurs to know how to harness it (see Mises.org/E4B_120_PDF). First of all, it's not new. It's in the Bible: For whoever has will be given more. Sociologist Robert K. Merton therefore called it The Matthew Effect. How can entrepreneurs and their firms take advantage of increasing returns to achieve cumulative advantage? Consistent with the processual approach to value of Austrian economics, Mark has a five-step process. Key Takeaways And Actionable Insights Identify an initial advantage. How do entrepreneurs identify a small initial advantage that sets momentum in motion? There are unlimited sources within complex economic systems. Mark tells us to look for collisions of events, ideas, people and circumstances from which entrepreneurs can derive their unique advantage. He calls them “click moments”. They are happy, random, emergent phenomena. He gives the example of Bill Bowerman's experiment with latex in a waffle iron to create a new type of running shoe — the click moment for Nike. Importantly, these random outcomes are spurred by action — acting on curiosity, and pursuing an energetic quest to establish how ideas and imagination can be exploited to solve customers' problems. Discover a seam of timely opportunity. Mark rejects the concepts of strategy and planning. Business success can't result from 50-page documents and elaborate spreadsheets. Momentum is a consequence of action. Entrepreneurs replace strategy with their own subjectively defined opportunity to exploit speed, time and space. A seam is a fracture in the status quo through which the entrepreneur sprints. Relentless searching for an open seam is the core activity of entrepreneurship. Seams are always opening as a result of the continuing, ongoing change of business and the economy, best understood through the dynamic lens provided by Austrian economics. Often the timing of the opening is the key factor in the success of an entrepreneurial initiative. Timing cannot be predicted, and so continuous experimentation is the best approach, to create the maximum possibility for “click moments”. Create significant awareness through a “sonic boom” of social proof. Once a business has entered a seam, it's the occasion to search for amplification. Mark Schaefer proposes the leverage available through influence and influencers, those who can provide social proof to a broader audience that a new entrepreneurial offering is sufficiently worthy to command widespread demand. The customer is the marketer in this construct of social proof — which is a development, of course, of the Austrian theory of consumer sovereignty. People believe each other more than they believe advertising, promotion or PR. Gain access to a higher orbit by reaching out and up to powerful partners and allies. Once awareness and social proof of the entrepreneurial offering begin to build, the next process step is to seek partners and allies who can provide access to higher-level resources: powerful connections, better channels, financial capital, value-multiplying alliances. Network theory applies: denser and more active connections through bigger and more strategic network nodes can result in accelerated business expansion. Maybe it's distribution in Walmart or Target, or endorsement by a celebrity athlete, or presence on a FinTech trading platform, or access to new resources. Reaching up is an exercise in finding partners to expand an entrepreneur's market potential. Build momentum through constancy of purpose. Ultimately, says Mark, the killer app is constancy of purpose. Discipline, resilience, purpose and persistence accompany entrepreneurs on the path to achievement. There's flexibility and adaptiveness and agility of course, and these can bring changes in direction, but the goal and the purpose always retain their primary role in the narrative of success. Additional Resources "Cumulative Advantage — The Theory of Increasing Returns" (PDF): Mises.org/E4B_120_PDF Cumulative Advantage: How to Build Momentum for your Ideas, Business and Life Against All Odds by Mark Schaefer: Mises.org/E4B_120_Book Mark Schaefer's website: BusinessesGrow.com B Squared Media: BSquared.media

Economists recognize the phenomenon of increasing returns. Knowledge markets such as those for software, operating systems and platforms, tend to tilt in favor of a product or service or brand that gets ahead, even to the point of lock-in. There is a growing body of theory — often under the heading of complexity theory, and supported by computational simulation — underpinning the concept of increasing returns. Mark Schaefer is expert at bringing economic theories of this kind into vibrant contemporary life. He coined the term Cumulative Advantage, and wants all entrepreneurs to know how to harness it (see Mises.org/E4B_120_PDF). First of all, it's not new. It's in the Bible: For whoever has will be given more. Sociologist Robert K. Merton therefore called it The Matthew Effect. How can entrepreneurs and their firms take advantage of increasing returns to achieve cumulative advantage? Consistent with the processual approach to value of Austrian economics, Mark has a five-step process. Key Takeaways And Actionable Insights Identify an initial advantage. How do entrepreneurs identify a small initial advantage that sets momentum in motion? There are unlimited sources within complex economic systems. Mark tells us to look for collisions of events, ideas, people and circumstances from which entrepreneurs can derive their unique advantage. He calls them “click moments”. They are happy, random, emergent phenomena. He gives the example of Bill Bowerman's experiment with latex in a waffle iron to create a new type of running shoe — the click moment for Nike. Importantly, these random outcomes are spurred by action — acting on curiosity, and pursuing an energetic quest to establish how ideas and imagination can be exploited to solve customers' problems. Discover a seam of timely opportunity. Mark rejects the concepts of strategy and planning. Business success can't result from 50-page documents and elaborate spreadsheets. Momentum is a consequence of action. Entrepreneurs replace strategy with their own subjectively defined opportunity to exploit speed, time and space. A seam is a fracture in the status quo through which the entrepreneur sprints. Relentless searching for an open seam is the core activity of entrepreneurship. Seams are always opening as a result of the continuing, ongoing change of business and the economy, best understood through the dynamic lens provided by Austrian economics. Often the timing of the opening is the key factor in the success of an entrepreneurial initiative. Timing cannot be predicted, and so continuous experimentation is the best approach, to create the maximum possibility for “click moments”. Create significant awareness through a “sonic boom” of social proof. Once a business has entered a seam, it's the occasion to search for amplification. Mark Schaefer proposes the leverage available through influence and influencers, those who can provide social proof to a broader audience that a new entrepreneurial offering is sufficiently worthy to command widespread demand. The customer is the marketer in this construct of social proof — which is a development, of course, of the Austrian theory of consumer sovereignty. People believe each other more than they believe advertising, promotion or PR. Gain access to a higher orbit by reaching out and up to powerful partners and allies. Once awareness and social proof of the entrepreneurial offering begin to build, the next process step is to seek partners and allies who can provide access to higher-level resources: powerful connections, better channels, financial capital, value-multiplying alliances. Network theory applies: denser and more active connections through bigger and more strategic network nodes can result in accelerated business expansion. Maybe it's distribution in Walmart or Target, or endorsement by a celebrity athlete, or presence on a FinTech trading platform, or access to new resources. Reaching up is an exercise in finding partners to expand an entrepreneur's market potential. Build momentum through constancy of purpose. Ultimately, says Mark, the killer app is constancy of purpose. Discipline, resilience, purpose and persistence accompany entrepreneurs on the path to achievement. There's flexibility and adaptiveness and agility of course, and these can bring changes in direction, but the goal and the purpose always retain their primary role in the narrative of success. Additional Resources "Cumulative Advantage — The Theory of Increasing Returns" (PDF): Mises.org/E4B_120_PDF Cumulative Advantage: How to Build Momentum for your Ideas, Business and Life Against All Odds by Mark Schaefer: Mises.org/E4B_120_Book Mark Schaefer's website: BusinessesGrow.com B Squared Media: BSquared.media

Economists recognize the phenomenon of increasing returns. Knowledge markets such as those for software, operating systems and platforms, tend to tilt in favor of a product or service or brand that gets ahead, even to the point of lock-in. There is a growing body of theory — often under the heading of complexity theory, and supported by computational simulation — underpinning the concept of increasing returns. Mark Schaefer is expert at bringing economic theories of this kind into vibrant contemporary life. He coined the term Cumulative Advantage, and wants all entrepreneurs to know how to harness it (see Mises.org/E4B_120_PDF). First of all, it's not new. It's in the Bible: For whoever has will be given more. Sociologist Robert K. Merton therefore called it The Matthew Effect. How can entrepreneurs and their firms take advantage of increasing returns to achieve cumulative advantage? Consistent with the processual approach to value of Austrian economics, Mark has a five-step process. Key Takeaways And Actionable Insights Identify an initial advantage. How do entrepreneurs identify a small initial advantage that sets momentum in motion? There are unlimited sources within complex economic systems. Mark tells us to look for collisions of events, ideas, people and circumstances from which entrepreneurs can derive their unique advantage. He calls them “click moments”. They are happy, random, emergent phenomena. He gives the example of Bill Bowerman's experiment with latex in a waffle iron to create a new type of running shoe — the click moment for Nike. Importantly, these random outcomes are spurred by action — acting on curiosity, and pursuing an energetic quest to establish how ideas and imagination can be exploited to solve customers' problems. Discover a seam of timely opportunity. Mark rejects the concepts of strategy and planning. Business success can't result from 50-page documents and elaborate spreadsheets. Momentum is a consequence of action. Entrepreneurs replace strategy with their own subjectively defined opportunity to exploit speed, time and space. A seam is a fracture in the status quo through which the entrepreneur sprints. Relentless searching for an open seam is the core activity of entrepreneurship. Seams are always opening as a result of the continuing, ongoing change of business and the economy, best understood through the dynamic lens provided by Austrian economics. Often the timing of the opening is the key factor in the success of an entrepreneurial initiative. Timing cannot be predicted, and so continuous experimentation is the best approach, to create the maximum possibility for “click moments”. Create significant awareness through a “sonic boom” of social proof. Once a business has entered a seam, it's the occasion to search for amplification. Mark Schaefer proposes the leverage available through influence and influencers, those who can provide social proof to a broader audience that a new entrepreneurial offering is sufficiently worthy to command widespread demand. The customer is the marketer in this construct of social proof — which is a development, of course, of the Austrian theory of consumer sovereignty. People believe each other more than they believe advertising, promotion or PR. Gain access to a higher orbit by reaching out and up to powerful partners and allies. Once awareness and social proof of the entrepreneurial offering begin to build, the next process step is to seek partners and allies who can provide access to higher-level resources: powerful connections, better channels, financial capital, value-multiplying alliances. Network theory applies: denser and more active connections through bigger and more strategic network nodes can result in accelerated business expansion. Maybe it's distribution in Walmart or Target, or endorsement by a celebrity athlete, or presence on a FinTech trading platform, or access to new resources. Reaching up is an exercise in finding partners to expand an entrepreneur's market potential. Build momentum through constancy of purpose. Ultimately, says Mark, the killer app is constancy of purpose. Discipline, resilience, purpose and persistence accompany entrepreneurs on the path to achievement. There's flexibility and adaptiveness and agility of course, and these can bring changes in direction, but the goal and the purpose always retain their primary role in the narrative of success. Additional Resources "Cumulative Advantage — The Theory of Increasing Returns" (PDF): Mises.org/E4B_120_PDF Cumulative Advantage: How to Build Momentum for your Ideas, Business and Life Against All Odds by Mark Schaefer: Mises.org/E4B_120_Book Mark Schaefer's website: BusinessesGrow.com B Squared Media: BSquared.media

Are we using technology to create barriers between us and our customers? Or are we doubling down on things we know that our customers respond to, like a human voice that's friendly, accessible, and even vulnerable? In this episode, I interview Mark Schaefer, COO at B Squared Media and author of Marketing Rebellion, about returning the human voice to the center of marketing. Mark also talks with me about: - Cumulative advantage vs. competitive advantage - Two thirds of your marketing is done by your customers - A fracture is a business opportunity - The role of momentum in change Check out these resources we mentioned during the podcast: - {grow} blog - BusinessesGrow.com - The Cumulative Advantage - Marketing Rebellion - Mark on LinkedIn - Mark on Twitter - Keith Reynold Jennings - The North Face - Glossier Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog. Listening on a desktop & can't see the links? Just search for The Customer Experience Podcast in your favorite podcast player.

I'm honored to welcome marketing expert Mark Schaefer back to the podcast to share about his fantastic new book Cumulative Advantage. Part marketing book, part personal development book, I can say with all sincerity that this will be one of my top 5 reads of 2021. As always, Mark knocks it out of the park. Connect with Mark at BusinessesGrow.com. The Shaun Tabatt Show is part of the Destiny Image Podcast Network.

"Great branding is creating an emotional connection between you and your audience." — Mark Schaefer There is no better time to know how to build a personal brand than now. Branding, marketing, and business strategy expert Mark Schaefer shares the 4 things that all successful personal brands do.  As a business consultant and everyone's go-to for marketing advice, Mark has been asked by many entrepreneurs and businesses about the science of becoming known. He embarked on two years of research and today he shares the 4 things that all known people do. He breaks them down for us with precision, with real life stories, and an action plan we can start using today. Win one of Mark's books – KNOWN – so you can become your very own branding expert. Enter on Instagram @torchpodcast. Three winners will be chosen on May 16th, 2020. Mark is the author of one of the top five marketing blogs in the world, businessesgrow.com. He is the host of the Marketing Companion podcast, an author of 8 books where he shares his research and theories about marketing, social media strategies, and branding. He’s also a keynote speaker, educator at Rutgers, and founder of a marketing consulting company that works with global brands from Adidas and Johnson & Johnson to the U.S. Air Force. – Follow @torchpodcast on Instagram – Full show notes: https://torchpodcast.com/ep16-how-to-build-a-personal-brand-with-mark-schaefer TOPICS WE COVER: Side topic: His personal experience in coming down with Covid-19 Why you need a personal brand whether you work for a company or yourself The FOUR things you need to build a personal brand The one BIG mistake people make when building a brand The only sustainable advantage in business today How to leverage yourself when applying for a job How employers can better attract new employees and keep great ones Why engagement is a useless metric The best source of advocacy… it’s not more advertising! Top of mind preference VS top of mind awareness How to STAND OUT LINKS Subscribe to Mark’s blog Businessesgrow.com Subscribe to Mark’s podcast Marketing Companion with co-host Brooke Sellas Follow Mark on Twitter, Facebook and LinkedIn MARK's BOOKS Marketing Rebellion: The Most Human Company Wins Known: The handbook for building and unleashing your personal brand in the digital age Lessons: Essays to Help You Embrace the Chaos Content Code: Six essential strategies to ignite your content, your marketing, and your business Social Media Explained: Untangling the World’s Most Misunderstood Business Trend The Tao of Twitter Born To Blog: Building Your Blog for Personal and Business Success One Post at a Time Return on Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing Check out full show notes for more information.  Let’s connect! Subscribe to Torch and follow @torchpodcast on Instagram, Facebook, Twitter and TikTok. 

Today's episode is a special interview I had with a special friend, Mark Schaefer. Mark is one the true few thought leaders in the marketing space, whose most recent book Marketing Rebellion talks about how the most human companies will win in the marketing of tomorrow. While we planned to talk about a lot of issues, as you can imagine the current coronavirus COVID-19 pandemic weighed over our conversation. However, this current pandemic only served as a poignant reminder for Mark's message, which now has more urgency to it because of the situation we are in today. You can find at Mark at BusinessesGrow and also on social media on Twitter, Facebook, and LinkedIn. After listening to the podcast, I do hope you'll reach out to him.On another note, as mentioned in the podcast, take a screenshot of your online review for The Age of Influence and send it to neal@nealschaffer.com to schedule your 15-minute consultation.Stay at home and stay safe everyone!

Hunter Hastings and Mark Schaefer discuss how human-centered marketing can fix a business function that has lost its way. Key Takeaways and Actionable Insights Marketing has lost its way — in its current state, it's no longer a useful business growth tool for entrepreneurs. An obsession with technology has eclipsed the focus on people and human values.A mania for measurement has obscured emotional connections with customers.“Marketers hide behind their dashboards” and are not conducting conversations with customers. The solution, says Mark Schaefer, lies in the principles of Human-Centered Marketing. Austrians can easily recognize these principles as our own. Austrian EconomicsHuman-Centered MarketingPrincipleCustomer sovereigntyThe Customer does the marketingMechanismEmpathic diagnosisLive in their homes / offices / factoriesInsightSupport the customer's highest valuesFind core human truths – deep, deep needs The customer-sovereignty perspective yields actionable truths. Customers don't need ads — they don't see them, they don't hear them, they block them.Customers are rebelling against the interrupt-and-annoy approach of marketers.The customer is in charge. What do customers want from marketers? The answer for Mark Schaefer lies in Core Human Truths — what Austrians call Highest Values. They want to feel loved.They want to be respectedThey want to belongThey want you to advance their self-interestThey want proof that a firm or brand is contributing to their community These are deep human needs that don't change. Whatever the speed of change in market, these values are constant. Humanism lets marketers hold on to what is not changing, rather than being overwhelmed by change. Marketing mantras like “loyalty” and “engagement” are false. Customers don't want to be loyal; they want freedom and choice — they like shopping around.Engagement does not result from clicking on an e-mail and downloading a white paper or a coupon.These are dashboard measurements, not human values. Mark's recommendations are grounded in humanism. Customers respond to shared meaning and shared values — so long as the sharing is authentic. Businesses must be loyal to consumers, never let them down, always be consistent. Live on their island.Seek trust. Marketers have burned through trust. The Edelman Trust Barometer shows trust in business and brands and advertising going down for 11 straight years. Now brands must transcend the public's mistrust.Flip your branding. A brand is not what you tell customers. A brand today is what customers say about you to their friends and peers. People trust other people.Let customers create their own value. This is pure Austrian Economics: customer value is an experience that takes place entirely in their domain. Brands and businesses facilitate — but can't create — the customer's value experience. Customers hire your brand or business or product or service to help them create value. Marketing is promise management. Choose the promise you make to customers carefully — is it one they really want from you and will they trust you when you make it?Ensure that you have the capabilities to deliver on the promise. Don't over promise.Keep your promise every time, with no exceptions ever. BONUS: Small and medium businesses have the advantage in human-centered marketing. The larger the business, the harder it is to connect to customers on an individual, emotional level.Small business has an advantage in showing its face, demonstrating its personality and exhibiting trustworthiness. Free Downloads & Extras "The Future of Marketing Is Austrian" (PDF): Mises.org/E4E_52_PDF "Understanding The Mind of The Customer" (PDF): E4EPod.com/Mind Mark Schaefer's "Human-Centered Marketing Manifesto" (JPG): Mises.org/E4E_52_Rebellion For comparison, "Menger's Manifesto" from Principles Of Economics (PDF): Mises.org/E4E_52_Menger Read Mark's book, Marketing Rebellion: Mises.org/E4E_52_Book​ Mark's website is BusinessesGrow.com

It's an honor to welcome futurist and marketing thought leader Mark Schaefer back to the podcast to explore some of the business, marketing, and life wisdom found in his book LESSONS: Essays to Help You Embrace the Chaos. We discuss how to bot-proof your future, what it takes to succeed as an entrepreneur, the future of marketing, and much more. You don't want to miss this one. It's a solid 40 minutes of sitting at the feet of somebody who has mastered his craft. So good! Connect with Mark Schaefer at BusinessesGrow.com.   For additional show notes, visit ShaunTabatt.com/310.   The Shaun Tabatt Show is part of the Destiny Image Podcast Network.

Don Stanley is an internationally recognized college educator, speaker, and marketing and sales consultant. He demystifies personal branding & digital marketing to help people achieve their dreams.As the co-founder of Wisconsin-based 3RhinoMedia, he has personal spoke to, lead workshops for and coached a wide array of clients ranging from Fortune 500 companies, international organizations, NBA, NHL and NFL athletes, start-ups and non-profits. One fun fact is Don has consulted with organizations on all 7 continents and he was a professional dog trainer (he loves dogs).Don is often asked to share his perspectives on digital media and he has been featured on some of the top business blogs in the world including the Content Marketing Institute and Mark Schaefer's BusinessesGrow.com. He also has been featured on Marketplace Radio, This American Life, ABC News, CBS News, NBC News and he is a regular guest on Wisconsin Public Radio.In addition to his work at 3RhinoMedia, Don is an award-winning faculty member at the University of Wisconsin-Madison where he teaches courses on social media and digital marketing.“Put us up against a grizzly bear, game over… but if you put us together and we know how to interact together, work together… can dominate anything.” - Don Stanley on the power of story of connectionConnect with Don:3Rhino MediaLinkedInTwitterIf you liked the show, please consider sharing this podcast with your friends, family and network. Your stamp of approval is more valuable than anything I can offer to your network. I appreciate your sharing! Also, leaving a review (and rating) helps spread the word. And just makes me feel warm and squishy.The Storytellers Network with Dan Moyle publishes every Monday at 7 AM EST.

Hear how consumers have the power to drive marketing! Are you overwhelmed by the breakneck speed of change in business? Do constantly-shifting consumer trends, unrelenting technology advances and omnipresent digital marketing leave you feeling irrelevant and lost? Fear not. Mark Schaefer can help you stay ahead of the curve. A globally-recognized marketing and social media keynote speaker, business consultant and best-selling author, Mark shows us how hyper-empowered consumers can actually drive business results rather than exist as manipulated pawns. This is priceless advice — don't dare miss it! "The most human company wins" This is the sub-title of Mark's new book, “Marketing Rebellion.” As you'll learn when you listen to our podcast, it also sums up Mark's approach to business marketing perfectly. The copy on his website goes even further: "Technology has created new ways to help customers discover, share, and discuss their favorite products. In fact, most of our marketing is occurring without us. Today, the customers are the marketing department. We can’t buy our way into these conversations. We have to earn our way in with a new business approach that appeals to constant human truths. The businesses of the past were built on advertising impressions. Today, they are built on human impressions that help customers believe, belong and find meaning. Are you ready for the rebellion?" In our discussion about his new book, Mark shares these crucial insights with us: How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago Why businesses must be built on human impressions instead of advertising impressions The five constant human truths at the heart of successful marketing strategy Why customer loyalty is dying and what you need to do about it right now How to help your best customers do the marketing for you Actionable steps to provide an immediate course-correction for businesses of any size   About Mark Schaefer Mark Schaefer is a globally-recognized keynote speaker, educator, business consultant, author and blogger. In fact, his blog {grow} is hailed as one of the top marketing blogs in the world. He has worked in global sales, PR and marketing positions for more than 30 years and now provides consulting services as Executive Director of Schaefer Marketing Solutions.  In addition to his new book, “Marketing Rebellion,” Mark has authored six best-selling books: "KNOWN," "Social Media Explained," "Return on Influence," "Born to Blog," "The Content Code" and "The Tao of Twitter" (named the best-selling book on Twitter in the world). One of the world’s most recognized social media marketing authorities, Mark has been a keynote speaker at such highly-regarded international conferences as Social Media Week London, SXSW, National Economic Development Association and the Institute for International and European Affairs. He has appeared in The Wall Street Journal, Wired, The New York Times, and on CNN, National Public Radio, CNBC, the BBC and CBS NEWS. In addition, he is a regular contributing columnist to The Harvard Business Review and co-host of The Marketing Companion, one of iTunes' top 10 marketing podcasts. Mark has advanced degrees in marketing and organizational development, holds seven patents and is a faculty member of the graduate studies program at Rutgers University. For more on innovative approaches to marketing, check out these blogs and podcasts: Blog: Why Social Media Is Crucial To Your Marketing Strategy Blog: Your Data Is Talking To You. Are You Listening? Blog: Blue Ocean Strategy® Can Create a New and Uncontested Market Space Podcast: Adam Honig—How To Explode Your Sales With Intuitive Technology Podcast: Stephen Gill and David Grebow—Managing For Success in the Knowledge Economy Podcast: Randi Busse—How To Turn Customer Experience Into A Competitive Advantage Additional resources Mark's website: www.BusinessesGROW.com Mark's new book: “Marketing Rebellion” My book: "On the Brink: A Fresh Lens to Take Your Business to New Heights" Our website: Simon Associates Management Consultants

Mark Schaefer, the Globally-Recognized Keynote Speaker, Marketing Consultant, College Educator, and Bestselling Author joins the show to share why most of the things marketers do don't work - and what you can do to change that. Hear the concept behind his new book Marketing Rebellion, examples from companies that are successfully connecting with customers, lessons from studying under Peter Drucker, and how cruises lead to creativity. Connect with Mark at BusinessesGROW.com for his blog, books, and The Marketing Companion Podcast

Customers, Business, Emotions, Relationships, Marketing     Summary   A marketing rebellion has occurred, and it's still occurring. We'll learn about that from one of the icons of marketing, Mark Schaeffer. That and more on today's show.   Interview with Mark Schaefer   You'll discover:   Mark's gift for discovering trends in marketing. The core ideas behind Mark's new book Marketing Rebellion. Why marketing is no longer about changing customers' minds, but is more about coming alongside them and respecting them. A powerful story about Ivory soap vs. local soap. Why technology has become the enemy of great marketing. Mark's story of being “hugged by a brand” The constant human truth: people want to be acknowledged and loved. Why we must make the customer the hero of the story.   Click to Tweet   The practice of #marketing is the intersection of all things human. @markwschaefer Deep down, we've always know that #business is about emotions and relationships. @markwschaefer The best companies on earth don't ‘own' #customers. They own a space and help customers belong there. @markwschaefer   Interview Links   BusinessesGrow.com Marketing Rebellion: The Most Human Company Wins by Mark Schaefer KNOWN: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age by Mark Schaefer The Content Code: Six Essential Strategies to Ignite Your Content, Your Marketing, and Your Business by Mark Schaefer The Tao of Twitter: The World's Bestselling Guide to Changing Your Life and Your Business One Connection at a Time by Mark Schaefer Get a free chapter of Marketing Rebellion Mark's Blog Marketing Companion Podcast Hire Mark to speak Press Inquiries Connect with Mark on LinkedIn Follow Mark on Twitter Follow Mark on Instagram   Resources   The Go-Giver Influencers Facebook LIVE Show Order The Go-Giver Influencer Sell The Go-Giver Way Audio Program GoGiverSalesAcademy.com The Go-Giver Leader TheGoGiver.com GoGiverSpeaker.com Burg.com How to Post a Review

Mark Schaefer is the author of five books and counting, including the Tao of Twitter (2011), Born to Blog (2013), and The Content Code (2015). He is a globally recognized blogger, educator, speaker, business consultant, and author. His well-known blog, www.businessesGROW.com, is one of the most acclaimed marketing blogs of the world. He can be found on Twitter at @markwschaefer. He can also be found on LinkedIn, as well as www.businessesGROW.com.   You'll Learn: The catastrophic life event that grounded Mark and keeps him centered. Why the state of marketing education is pathetic at many Colleges and Universities. Why European countries are holding Facebook accountable for hate speech on their platform. The importance of defining who is actually a thought leader and what that looks like.    3 Key Points:  Becoming known is a continual process. Facebook is a publisher, and as a publisher they have a responsibility to moderate the content on their platform. There is in fact a process anyone can follow to become known.   Resources Mention:  www.businessesGROW.com   Killer Resources: Ready to go pro but aren't sure if College is the right choice for you? Get my Ultimate Digital Marketing College Guide. Like the podcast? Then you'll love the book! Grab Beyond Buzzwords on Amazon. In the last three months of the 2016 Presidential election fake news outperformed real news on Facebook. DON'T be taken advantage of. Our Digital Discernment course teaches you how to call B.S. online.   Support this podcast: Like what you hear? Consider becoming a patron at https://www.patreon.com/MarketingDisenchanted. I'm a small, independent podcaster so your support goes a long way in making sure I have the funds to keep the podcast going. Go to Patreon.com and check out my awesome pledge levels. You're doing a good deed and will be rewarded handsomely for it! Thanks in advance.    Let's Connect!  Follow me on Twitter Connect on LinkedIn Shoot me an email: Temi at ConsultTemi.com (Sorry, had to break the email link to stymie the bots… damned bots.)

Welcome to Episode 16 of FUN! In the FUN seat is Mark Schaefer of BusinessesGrow.com. Mark has a whole line of credentials. He is an Internationally acclaimed college educator. A best-selling author of multiple books, including The Tao of Twitter and The Content Code. He is an international speaker. A strategy consultant and he give's speeches and workshops all over the place to some of the world's biggest brands and to top it all he is very entertaining. Guest Links Mark on Twitter Mark on Instagram Mark on Facebook

Wondering what the future is for blogs? Is blogging dead?  In this episode I interview Mitch Joel and Mark Schaefer. Mitch is president of Mirum, author of CTRL ALT Delete, and host of Six Pixels of Separation podcast. Mark Schaefer is a marketing consultant, author of The Content Code, co-host of The Marketing Companion podcast and a blogger at businessesGROW.com.  Show notes: https://www.socialmediaexaminer.com/178

Mark W. Schaefer knows about building your personal brand. He’s a globally-recognized author, speaker, educator, and business consultant who blogs at BusinessesGrow.com — one of the top marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written five best-selling books including The Tao of Twitter (the best-selling book on Twitter in the world) and Return On Influence and most recently, The Content Code: Six essential strategies to ignite your content, your marketing, and your business. His clients include Pfizer, Dell, Adidas, and the US Air Force. He has been a keynote speaker at prestigious events all over the world. And has appeared as a guest on media channels such as CNN, The Wall Street Journal, The New York Times and CBS News. Today we talk about understanding the future of work, how companies will be hiring less full-time employees, and why it’s critical you build your personal brand now to prepare for it. In This Episode, You’ll Discover: How curiosity and self-learning helped Mark iterate his career Getting people to share and become advocates for your company The formula for BADASS marketing Why your personal brand is the only transferable asset you have for your career Advice for building your own personal branding Creating your authority The future of work – contract labor will be predominant The power of being prepared when speaking on a stage, moving from teacher to entertainer Knowing the key to entrepreneurship, only making mistakes you can recover from The dangers of entrepreneurship when don’t include wisdom, humility, and asking for help The crises on digital marketing education in university education and more! Links and Resources Mentioned in This Episode: Link to Mark’s Twitter Profile Mark’s website: www.businessesgrow.com The Content Code: Six essential strategies to ignite your content, your marketing, and your business The Tao of Twitter, Revised and Expanded New Edition: Changing Your Life and Business 140 Characters at a time Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing Thanks for Listening! Thanks so much for joining me again this week. Have some feedback you’d like to share? Leave a note in the comment section below! If you enjoyed this episode, please share it using the social media buttons you see at the bottom of the post. Also, please leave an honest review for the Up In Your Business podcast on iTunes! Ratings and reviews are extremely helpful and greatly appreciated! They do matter in the rankings of the show, and I read each...

Ian runs RazorSocial.com, an award winning blog focused on social media tools and technology. Ian regularly speaks on social media related topics and writes for some of the leading social media blogs including SocialMediaExaminer.com and BusinessesGrow.com.

Most people also identify Mark as an educator at Rutgers University, the author of two best selling marketing books, The Tao of Twitter and Return On Influence, and a blogger at businessesGrow.com.

Ian runs RazorSocial.com, an award winning blog focused on social media tools and technology. Ian regularly speaks on social media related topics and writes for some of the leading social media blogs including SocialMediaExaminer.com and BusinessesGrow.com.

Most people also identify Mark as an educator at Rutgers University, the Author of two best-selling marketing books, The Tao of Twitter and Return On Influence, and a blogger at BusinessesGrow.com.

https://www.thesaleswhisperer.com/30-day-sales-growth *What you'll learn in this episode.* * What to say "yes" to. * How social media marketing compares to advertising. * When and if to hold back. * How to charge your friends...and how to make every client a friend. Links Mentioned * Read all of Mark Schaefer's marketing wisdom at BusinessesGrow.com ( http://www.businessesgrow.com/blog/ ) * Follow Mark Schaefer on Twitter ( https://twitter.com/markwschaefer ) * Get Mark Schaefer's books * The Content Code: Six essential strategies to ignite your content, your marketing, and your business ( http://amzn.to/1eEpa3a ) * Social Media Explained: Untangling the World's Most Misunderstood Business Trend ( http://amzn.to/1N1srEp ) * The Tao of Twitter, Revised and Expanded New Edition: Changing Your Life and Business 140 Characters at a Time ( http://amzn.to/1dZDNgH ) * Born to Blog: Building Your Blog for Personal and Business Success One Post at a Time ( http://amzn.to/1dZDORF ) * Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing ( http://amzn.to/1N1sCj1 ) Get My New Book, " The Sales Whisperer® Way ( https://info.thesaleswhisperer.com/way-book )." If you liked this episode, please let me ( https://twitter.com/saleswhisperer ) know on Twitter. Thank you for checking out this session of The Sales Whisperer® podcast. If you haven't done so already, I would love if you left a quick rating and review of the podcast on iTunes ( https://itunes.apple.com/us/podcast/sales-whisperer-sales-marketing/id655310847?mt=2 ) by clicking on the link below! It would be extremely helpful for the show! Thanks again. Now go sell something. Support this podcast at — https://redcircle.com/the-sales-podcast/exclusive-content Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy