SBP 019: Marketing Trends You Shouldn't Listen to, with Tom Goodwin

Episode 19 is here, and it's a good one! 

We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book.  

This is a thought-provoking episode that you should make time for. 

Enjoy the show!

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Our Guest:

Follow Tom Goodwin: https://www.linkedin.com/in/tomfgoodwin/

Company Website: https://www.allwehaveisnow.co/

Personal Website: https://www.tomgoodwin.co/ 

The Edge: https://www.euronews.com/next/next-series/the-edge

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The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Follow or get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

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Literature and Links:

• Surviving A Mass Extinction Event in The Corporate World: https://mackinstitute.wharton.upenn.edu/2019/surviving-a-mass-extinction-event-corporate-world/
• For All The Talk of Change, Things Haven't Changed That Much: https://www.linkedin.com/posts/tomfgoodwin_for-all-the-talk-of-change-things-have-activity-6986720297160744960-V41T/
• Tom's Book: https://www.amazon.ca/Digital-Darwinism-Surviving-Business-Disruption/dp/1398601926/

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Timestamps:

• 0:46 - Intro to Tom
• 3:00 - Why are annual trends popular?
• 5:04 - Why don’t trends change very much over time?
• 7:19 - Nowism
• 9:47 - Why do we get sucked into trends
• 13:04 - Is there any truth to the unprecedented disruption argument?
• 15:22 - The gulf between trends and innovation
• 18:23 - Most companies don’t have to change
• 21:26 - The frustration with trends
• 22:55 - Why ideas die
• 26:03 - What we should learn from the past revolutions
• 29:27 - We haven’t taken advantage of what already exists
• 31:18 - What are companies getting wrong about digital transformation
• 33:45 - Leading change through pilot projects
• 35:29 - Getting digital transformation right
• 39:00 - Why McDonalds is one of the best digital transformation case studies
• 42:22 - Marketers need to share insights outside of marketing
• 48:36 - Why we struggle with customer centricity
• 51:10 - What is the opportunity for digital transformation in B2B?
• 53:08 - Why VC funding is getting it wrong
• 57:30 - Companies getting it right with trends
• 59:11 - How to learn more about Tom
• 1:00:11 - Post-Pod with V and Marc