One of my favourite reads in 2018 was Bad Blood: Secrets and Lies in a Silicon Valley Startup by John Carreyrou. Certainly a page turner, the book details the rise and fall of Theranos and its founder Elizabeth Holmes. Holmes fooled a lot of people, for a really long time. How did she do it?Read More
Three years ago I came across an article, which was about the time Jesse Itzler (serial entrepreneur, married to the Founder of Spanx) hired an ex-Navy SEAL to come live with his family for a month and give him some extreme fitness training. The article was intriguing enough that I then bought a copy of Itzler’s book, Living with a SEAL to read more of their story.Read More
We all know that content marketing can bring significant success to a business, but alas, that’s only the start of the story. In recent years, numerous brands have tried to crack the “branded content” code, but not many have got it right. Surprisingly so, even marketing agencies struggle to produce high quality content that yields positive ROI. If I get a penny for every time I come across some "content marketing" work produced by my peers..Read More
This week I guest-spoke (guest-speak-ed?) at a staff training session in Melbourne, talking about blogging. It's actually very tough for a business, even with the best intentions, to keep an initiative like that going for the long run - especially when you want to get all employees involved in content development. If you want to get serious about content marketing, you've got to make it a marathon not a 100m dash.Read More
Ok, what is marketing anyway?
At the end of the day, marketing to me isn’t about “opening up dialogues” or “journeying” or “harnessing the power of community” or “story telling” or whichever clichés that are in vogue right about now.Read More
So it’s that time of the year again, when a new version of the iPhone is released and met with much excitement. Diehard fans happily line up to get their hands on the magic phone before everyone else. In Adelaide, Australia, long lines form outside the stores, despite the drizzling rain that has kept the temperature at 4 degrees Celcius.Read More
The Ice Bucket Challenge, Robin Williams, Ferguson, Gangnam Style, The Harlem Shake. Every few months or so, a topic makes the headlines, gets the attention of virtually everybody and spreads like wildfire. For marketers (and anyone out there who wants attention), these topics are a gold mine. Here's the chance to capitalise on a major story, to newsjack and piggyback on the success of something that's already going viral. I call this the "too-soon" marketing.Read More