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! ____________ 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 ____________ 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/ ____________ 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/ ____________ 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