Anatomy of a Strategy

The Anatomy of Community-Building with Shervonne Cherry Sep 26, 2020

Tara met Shervonne Cherry in Baltimore in 2012. At the time, Shervonne was working as a designer and social media strategist, but today, she's the Director of Community & Partnerships at Spark, a growing Coworking organization with spaces in Baltimore and Kansas City.

Shervonne gives incredible insight into how to build local community resources that support Black entrepreneurs (without tokenizing or making it some sort of quota-filling exercise). Her comments on urban design were particularly poignant.

Shervonne on social media:

https://www.linkedin.com/in/srcherry/

https://twitter.com/NoOrdnryCherry

Spark:

https://spark-bmore.com/

The Anatomy of Empathy Sep 13, 2020

This week, Tara and Stef speak to Nate Nichols. Nate is the founder of Palette Group, a commercial creative agency that focuses on community, which he runs with his life partner. He's also the co-founder and creative director of Allyship & Action, a collective that works with vendors and agencies to actively promote diversity within the industry.

For Nate, everything he’s passionate about is deeply rooted in empathy and the circumstances of his upbringing really influenced how he sees the world and his approach and the importance of what he calls decentering. This episode on empathy and decentering is essential listening if you want to be an effective leader and really bring about positive change.

Nate on LinkedIn: https://www.linkedin.com/in/thenichols/ Nate on Twitter: https://twitter.com/thenichols Nate on Instagram: https://www.instagram.com/the_nichols/

The Anatomy of Representation Sep 06, 2020

This week on the podcast, Tara and Stef sit down with Danica S. Nelson, Senior Product Marketing Communications Manager and travel enthusiast. But Danica does multiple jobs with her organization. She not only has a senior marketing role, she also works on the DEI (diversity equity and inclusion) initiatives. She balances all of these with ease...but found herself burning out last year and took an extended leave to recharge. Unfortunately, this was cut short by COVID-19.

In this conversation, Stef and Tara discuss the multiple hats Black professionals need to wear as well as the importance of representation.

Links:

Danica on LinkedIn: https://www.linkedin.com/in/danicasnelson/

Danica on Twitter: https://twitter.com/danicasnelson

Website: https://watchdanicawork.com/

Anatomy of Data Ethics with Ian Forrester Aug 23, 2020

Tara has known Ian for well over a decade and she's never had a conversation on race with him. This isn't because of a lack of opportunity. They've shared many a deep conversation, but never about race.

This is a problem. It's one of the biggest problems that White people have, in fact. You may have heard "your silence is violence" and this episode is all about unpacking that.

We also talk about data portability and data ethics, which is crazy fascinating! Ian has been involved in personal data and the quantified self for a long time and has opinions on AI and data that may just surprise you. We had a bit of a mind-blown moment!

Notes:

Ian’s blog: https://cubicgarden.com/
Ian on Twitter: https://twitter.com/cubicgarden
Ian on LinkedIn: https://www.linkedin.com/in/cubicgarden/
Ian at the BBC: https://www.bbc.co.uk/rd/people/ianforrester
Building a Public Service Internet: https://www.bbc.co.uk/rd/projects/public-service-internet
DataPortability.org: http://dataportability.org/
Ian talking about Perceptive Media: https://www.youtube.com/watch?v=XJNClpe-XL8
Bechdel test: https://en.wikipedia.org/wiki/Bechdel_test
Bechdel tests for race: https://www.the-unedit.com/posts/2018/8/20/7-tests-that-arent-the-bechdel-test-that-measure-movies-for-gender-equality-and-representation

Anatomy of Code-Switching with Cher Jones Aug 09, 2020

"How can we say that politics shouldn't be a conversation on a business platform when it is the politics, the lobbyists, the things that are happening behind the scenes that govern how business operates?"

Indeed! In this episode, Stefani and Tara speak with the epigrammatic Cher Jones, a social media and brand development expert, and LinkedIn influencer, about many eye-opening subjects. However, the core of the conversation is that, as Cher says, "we don't normalize things that should be normal, and we don't address things that have been normalized that shouldn't be normal."

LinkedIn is particularly fraught with the stifled apoliticalness that perpetuates these ideas and Cher soundly shreds the idea that there is no space in business for politics.

You won't want to miss this episode.

Anatomy of White Supremacy in Marketing: An Introduction Jul 26, 2020

For the past few months, between COVID-19 and the Black Lives Matter protests, we've opted to put a pause on AoaS to create space for other conversations (with the exception of the episodes with Laura Fitton and Joe Jackman, which we thought were relevant to the COVID-19 discussion).

Now, we see that our silence on the topic of Black Lives Matter was akin to saying, "This is not our problem." This was wrong and it took a Diversity, Equity & Inclusion facilitator, Karlyn Percil of KDPM Consulting Group, calling me (Tara) out on this silence to knock me out of my comfort zone (and white fragility).

So, Stef and I sat down and decided that we need to do the work and speak up about it and that this podcast was a fantastic place to start. This episode is the introduction to a series (which will be as long as it needs to be) of conversations with Black professionals in various parts of the marketing industry on their experiences, perspectives and insights into how marketing - as an industry, an institution and as a practice contributes to the perpetuation of white supremacy and anti-Black racism.

In this episode, we mentioned the following resources to check out:

Adweek article on the lack of Black representation in the advertising, PR, and communications world: https://www.adweek.com/agencies/a-brief-rundown-of-racism-within-advertising-and-why-its-still-happening-today/
The Publicis stats (Adweek): https://www.adweek.com/digital/publicis-groupe-us-diversity-data-7-actions/
Open Letter to the Ad Industry from 600+ Black professionals (Adweek): https://www.adweek.com/agencies/600-black-advertising-professionals-demand-meaningful-action-from-leadership-in-open-letter/
The original letter: https://docs.google.com/document/d/1yVH9y0geSyJmpqUH2utaK7x1Salq5CE5IIkx0HHCGuM/edit
Nathan Young of Periscope Group (founder 600&rising): https://twitter.com/notnathan
Bennett D. Bennett of Aerialist (founder 600&rising): https://twitter.com/BennettDBennett
600&Rising: https://600andrising.com/
Nate Nichols of Palette Group (founder of the Allyship and Action summit): https://twitter.com/thenichols
The initial Allyship and Action summit recording on YouTube: https://www.youtube.com/watch?v=u6s3vhTLXDM
Register for the upcoming summit on August 4: https://www.freelancercybersummit.com/events/allyship-and-action

The Anatomy of Reinventing Retail Jul 05, 2020

All the way back in February, Stefani and Tara sat down to speak with Joe Jackman, founder of Jackman Reinvents and author of The Reinventionist Mindset, about the need for retail to reinvent itself if it was going to keep engaging a very digital-minded consumer.

Oh boy, did that escalate quickly! Though they spoke with Jackman in February, he has covered this topic a bit since, so they discuss what reinvention looks like now as opposed to what they discussed in February.

Show Links:

Joe Jackman - https://joejackman.com
Phlywheel - https://phlywheel.com

Anatomy of Saving the Planet Mar 22, 2020

This episode was recorded pre-COVID-19 crisis, but Tara and Stef found a few parallels between the outbreak and the climate crisis.

We’ve got a brand new format that will give you a much clearer insight into digital strategies from here on out!

Our guest this week is Laura Fitton, who is the Principal and Founder of The enough company. Her aim was to explain and evangelize market-driven shifts that can bring speed and scale to the climate crisis fight. Her approach merges her environmental science and policy degree with her expertise as a tech CEO/Founder, author, professional speaker, and recognized trailblazer in communications, community, and social media.

Once upon a time dubbed a "Queen" of Twitter, Laura “@Pistachio” Fitton led the team that wrote ‘Twitter for Dummies’ and founded oneforty.com (acquired by HubSpot) in 2009 when she recognized that software built on Twitter’s API was going to change the world. Laura is credited with convincing the likes of Guy Kawasaki and thousands of tech execs that Twitter would have real business, media, and cultural value. She founded the first Twitter for Business consultancy, Pistachio Consulting, in 2008 and has been speaking professionally about the business use of Twitter since 2007.

Laura has lectured at HBS and MIT-Sloan and has been quoted in dozens of national publications including BusinessWeek, Forbes, Fortune, Newsweek, and The Wall Street Journal.

She also once raised $25,000 for charity December 2008 in the first-ever "donate by tweeting" charity campaign.

Here’s a rundown of what was discussed on the podcast:

3:00 - Coronavirus COVID-19, fake news, and climate change.
4:44 - Confirmation bias.
6:00 - Where misinformation comes from and who is spreading it.
8:24 - Laura Fitton on the information bubble around climate
10:09 - How do people like Laura stop preaching to the choir?
12:33 - Larry Fink’s annual letter to CEO’s.
14:00 - BlackRock’s letter was a trickling down of environmentalism.
15:34 - What is needed to create significant movement in changing behaviors.
16:16 - What else needs to be done to fight climate change.
18:20 - Climate awareness post coronavirus.
20:00 - Longterm planning for climate awareness
23:00 - The silver lining of a crisis.
30:00 - Temperature check on our new podcast format.

Links:

The Enough Company: https://www.enough.co
Want to save the environment, eat less meat: https://www.mentalfloss.com/article/560548/want-save-environment-eat-less-meat
Coronavirus dashboard: https://www.arcgis.com/apps/opsdashboard/index.html#/bda7594740fd40299423467b48e9ecf6
Impact of global warming on human fatality: https://www.scientificamerican.com/article/global-warming-and-health/
Coronavirus: The Black Swan of 2020 https://medium.com/sequoia-capital/coronavirus-the-black-swan-of-2020-7c72bdeb9753
Black Rock - Larry Fink’s letter to CEO’s https://www.blackrock.com/corporate/investor-relations/larry-fink-ceo-letter
New York Times cover’s Larry Fink’s letter on the Daily https://www.nytimes.com/2020/01/14/business/dealbook/larry-fink-blackrock-climate-change.html
Project Drawdown https://drawdown.org/
Laura - https://twitter.com/Pistachio
Enough Company - https://twitter.com/enoughcompany

Be sure to follow her on Twitter and LinkedIn!

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Stefani at @stefanif. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Stefani Forster and Tara Hunt, editing by Joe Pacheco.

Welcome to the Anatomy of a Strategy Podcast Mar 21, 2020

If you’re new to this podcast, AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se.

We aren’t here to celebrate and rehash case studies as much as we are here to dissect the culture in and around the successes and failures of marketing. We want to ask, “What was going on in the world that helped that message succeed and that other one fail?”

AOAS is less of a marketing practice podcast and more of a Marketing THOUGHT podcast.

Our guests won’t be the typical marketing podcast guests. In fact, some of them turned us down initially when we asked them to be on the podcast because they didn’t understand what they had to do with marketing.

To give you a sense, we will be talking to - and have talked to - linguists, economists, psychologists, activists, sociologists, journalists, anthropologists, biologists, data scientists, historians, statisticians, urban planners, and epidemiologists.

This is how we explore strategies in our own work, but most people think of marketing as the marketing PRACTICE side: mostly the ads and creative they are inundated with. And, what we are very keen on demonstrating is that that these are the visible outputs and only a small fraction of the impact marketing thought has on the world and our economy.

Anatomy of a Switcheroo Mar 01, 2020

We’ve got a very special episode, this week…Introducing our new co-host on the podcast, Stefani Forster! Find out what's happening! Where's Carlos gone? What's going down?

Stefani is the Creative Director at Truly and a content strategist with experience at some of Canada's top agencies and publications.

She worked at Touché! Media and PHD Canada on various national brand campaigns before moving to the content side, serving as an editor and content manager at The Huffington Post Canada, Hello! Canada magazine and Corus Entertainment, writing articles, producing videos, and spearheading social growth.

Here’s a rundown of what was discussed on the podcast:

[0:45] - What’s changed at Truly and Anatomy of a Strategy podcast
[10:35] - Stefani’s story and what brought her to Truly.
[14:00] - Learning about an agency’s real audience.
[18:30] - How will the podcast change now.
[24:00] - Who are Stefani’s dream guests for the podcast?
[25:38] - How women’s studies helped shape our view of the world.
[33:15] - Tara’s dream guests for the podcast.
[38:35] - The root of marketing.

Join us in welcoming Stefani to the podcast. Be sure to follow her on Twitter and LinkedIn!

Anatomy of Disrupting Yourself Feb 16, 2020

This week we welcome Charlene Li on the Anatomy of a Strategy podcast.

Charlene is in the business of helping brands predict the future. The founder of Altimeter (now under the Prophet Company umbrella) - a company that helps companies to leverage disruptive tech by providing research and advice.

She’s the author of 6 books, most recently “The Disruption Mindset: Why Some Businesses Transform While Others Fail”.

Charlene is also a very popular speaker and joins many of the Anatomy alumni in being a TED speaker, as well as speaking at SXSW, and the World Business Forum. She’s also been recognized on countless lists (including Fast Company, and AdAge) as a top business influencer.

Here’s what Charlene talked about:

[0:26] - Who is Charlene Li.
[5:00] - What is “A Big Gulp Moment“?
[6:00] - Why burning the boats is really important in the disruption process?
[10:37] - Identifying future customers versus existing ones. Where do companies find future customers when their existing customers are happy?
[12:10] - What companies can do to find their future customers.
[13:20] - How does a business know when it’s going to be disrupted?
[15:00] - What qualities does a business leader need to have in order to be disruptive?
[18:37] - How do companies create or start to create a movement?
[21:17] - What makes for a great manifesto.
[31:50] - Take the disruptors Assessment test.
[32:30] - The four archetypes of disruptive leaders
[37:45] - How can leaders recognize a flux versus a stuck culture in their business?
[43:30] - Quantum Networks: an online community for disruptors.
[45:30] - Closing thoughts and insights from our conversation with Charlene.

A big thanks to Charlene for joining us. Be sure to visit charleneli.com or follow her on Twitter and LinkedIn!

Anatomy of Building a World-Wide Movement Feb 02, 2020

We’ve got a big guest, this week! Say hello to Vicki Saunders.

Vicki is the multi-award-winning Founder of SheEO, the worldwide ecosystem that supports, finances, and celebrates female innovators using ‘Activators’ as well as hosting summits, events, and much, much more!

To name just SOME of her accolades - on top of being named as 1 of 30 “World-Changing Women in Conscious Business”, she’s also been listed as one of “100 Most Influential Leaders of 2015”.

SheEO has recently expanded to a brand region, the United Kingdom! We’ll be talking a little bit about how she’s managed to scale and sustain this type of growth.

Here’s what we talked about:

1:37 - How Tara met Vicky and the idea behind SheEO.
5:30 - The first 5,000 activators.
7:27 - How SheEO works beyond just the money.
10:59 - The types of companies that SheEO invests in.
13:44 - Vicky explains SheEO's approach and radical generosity.
17:33 - The practice of gratitude.
20:07 - The SheEO voting parties.
25:03 - How SheEO got to over 5,000 activators and is building a world-wide movement.
33:10 - How men support SheEO
35:38 - Amy Cross and Gender Fair.
40:00 - We're not here to serve you.”
42:40 - Some of the innovative companies that SheEO has invested in.
45:53 - Investing in women is a really great strategy.
48:48 - The SheEO Global Summit in Toronto March 9 & 10, 2020 and what's next.

Make sure to learn about Gender Fair which provides independent analysis of a company's true commitment to gender equality.

Thanks again to Vicki for coming to see us. Be sure to follow her on Twitter and LinkedIn!

Anatomy of Think, Do, Say Jan 19, 2020

This week we’re joined by Ron Tite. Ron is the award-winning Founder and CEO of Toronto-based agency, Church & State.

He’s worked with massive brands such as Evian, Johnson & Johnson, Microsoft, Hershey, and many more. Ron has been recognized by The London International Marketing Awards, The Canadian Marketing Association, The Marketing Awards, and far too many others to list here.

Ron stopped by the studio to chat with us about agency life, changing the agency model with Church & State and his latest book, Think. Do. Say: Building Personal and Organizational Momentum in a Busy, Busy World.

A big thanks to Ron Tite for taking the time and visiting us.

Here’s what we talked about:

[1:06] - Introducing Ron Tite.
[2:53] - Church & State and what is the golden suitcase?
[10:19] - Did Ron change the agency model?
[13:25] - Changing the agency model. How did Ron position Church & State as different?
[21:00] - The idea behind Think, Do, Say.
[26:54] - Ron’s Next Book title.
[29:00] - The Think, Do, Say podcast.
[30:30] - Disruptors want to become the establishment.
[34:03] - Are new direct to consumer brands are marketing experiments?
[38:05] - How marketers ruin everything
[43:40] - What is a “Pitch Slap”?
[45:56] - How influencers have become the ultimate pitch slappers.
[51:45] - What we lose with efficiencies and analytics.
[54:30] - Why failure shouldn’t be embraced / creativity should become predictability.
[57:30] - Leading versus lagging indicators and setting benchmarks.

Show notes and links:

Order Ron’s book Think, Do, Say - https://amzn.to/2tRJSJw
Follow Ron on LinkedIn: https://www.linkedin.com/in/rontite
Think, Do, Say Podcast: http://thinkdosay.com
The Coup Podcast: https://frequencypodcastnetwork.com/podcasts/the-coup/
Over 3000 assaults in Ubers in 2019: https://www.cbc.ca/radio/asithappens/as-it-happens-friday-edition-1.5387218/3-000-sexual-assaults-reported-in-uber-rides-last-year-the-tip-of-the-iceberg-says-lawyer-1.5387224
Away suitcase employees describe toxic environment: https://www.theverge.com/2019/12/5/20995453/away-luggage-ceo-steph-korey-toxic-work-environment-travel-inclusion
Ron Tite On Think Do Say – This Week’s Six Pixels of Separation Podcast: https://www.sixpixels.com/articles/archives/ron-tite-on-think-do-say-this-weeks-six-pixels-of-separation-podcast/

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Anatomy of B2B Collaboration Jan 05, 2020

This time around we’re joined by Karima-Catherine Goundiam, whose credentials are so vast, we’d struggle to fit them all here!

Karima is the award-winning CEO of Red Dot Digital, a strategy & insights led agency based right here in Toronto and around the world. Karima has now ventured into the B2B matchmaking world, with her latest project, B2BeeMatch - hot off the press.

She’s also the Vice President and Board Member of The British Canadian Chamber of Trade and Commerce where she helps to promote trade links and business ties between Canada and the UK.

On top of all of the above, Karima founded Tech Canada Advocates - a global tech advocacy group aimed at improving the areas of diversity, digital skills, talent mobility, and access to funding in tech.

Here’s what we talked about:

Red Dot Digital & digital transformation [03:19]
B2BeeMatch & how it works [13:53]
Finding the right business match [24:11]
The pitfalls traditional networking [29:57]
Value & community in B2B matchmaking [33:27]
Teaching & guiding SMBs [39:24]

Show notes:

You can find Karima-Catherine Goundiam on Twitter at @KarimaCatherineand on LinkedIn.
B2BeeMatch is launching very soon! Sign up to bee the first to know when they launch! https://www.b2beematch.com/
Phlywheel launching very soon, visit Phlywheel.com and sign up for updates.

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

The Future of Brand Value Dec 15, 2019

In our final episode of 2019, we look to the future!

Earlier in the year, we were joined by the fantastic Strata Insights Co-Founder, Tracy Chong. Now, to close off the year, we’re joined by the fellow Co-Founder of Strata Insights, Mark Radha. As a brand economist, he’s here to give us a glimpse into what brand trends we’ll see in 2020 and beyond.

After working as a Lead Analyst and a Strategy Director, Mark became Co-Founder, CEO, and Chief Brand Economist at Strata Insights Inc. - a company that analyses all aspects of a business’s corporate activity to predict and amplify it.

Mark refers to this as Brand Economics, as this approach looks at methodologies and data (such as econometrics, investor relations, even including behavioural and linguistic factors). Mark is also heavily involved in establishing industry standards that help executives understand the financial importance and credibility of their brand.

Here’s what we talked about:

Lululemon: developing a cult brand with no advertising [04:12]
What does ‘brand’ mean to you today? [11:22]
What did ‘brand’ mean in the past? What’s changed? [16:11]
Trend: Brand perception = brand value? [22:49]
Trend: Accountability as value [31:01]
Trend: The value of our data [38:20]
The future of measuring brand (& the importance of culture)[42:47]
What should brands be doing in 2020 to improve perception? [52:42}

What do you think of Mark’s predictions, and what do you think we should look out for in 2020? Let us know!

You can find and listen to the previous episode with Mark's Strata Insights partner Tracy Chong on Brand Economics here: https://trulyinc.com/truly-news/brand-economics-tracy-chong-podcast

You can find Mark's work at Strata Insights - Visit https://www.stratainsights.com/

Find Mak on Twitter https://twitter.com/mark_radha or LinkedIn https://www.linkedin.com/in/markradha/

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara @missrogue & Carlos @carlospache_co. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building. Truly Inc. is a digital strategy and insights agency based in Toronto, Canada.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Understanding your Customers with Katelyn Bourgoin Dec 01, 2019

This episode, we’re joined by Katelyn Bourgoin!

Katelyn is a self-confessed growth geek. She’s founded multiple companies (one of which - Vendeve, was called "the next LinkedIn" by Inc.) She also offers her strategic, customer-focused advice to large companies such as Target and Holiday Inn to find their “best fit” customers. Even the likes of Forbes has recognized her in their “Influencing Styles” list.

She’s currently running her latest venture, Customer Camp, where her workshops help businesses get focused and scale faster by getting into their customer’s heads.

She’s also a board member for the Volta Cohort program, which helps startups secure venture capital sooner.

Here are the topics discussed during the show:

What is Customer Camp and how does it work?
The dangers of “tactical” ideas
Positioning your product and Jobs To Be Done (JTBD)
Getting the right answers from your customers
The science of interviewing your customers

Make sure to follow Katelyn on Twitter @KateBour or her website!

- Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building. Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Making a Product with Alex Hillman Nov 17, 2019

Alex Hillman joins us on this week's AOAS show!

Alex has been carrying the coworking torch since the very beginnings of the movement. After founding Indy Hall (the world’s oldest fully independent coworking community) in Philidephia in 2006, Alex has gone on to teach those with creative skills to grow their business with Stacking the Bricks (with Amy Hoy) and their self-titled podcast.

He joins us to talk about shipping products, the history and scaling Indy Hall, his philosophy and strategies on contributing and providing value, and the many projects he has ongoing.

Here are the topics discussed during the show:

The history of Indy Hall
Scaling the growth of Indy Hall
Contribution and connecting in a community
Stacking The Bricks
Providing value to your community
Ecosystems & The 10K Independents Project
Small businesses Vs. big corporations
Learning about business from nature

Make sure to check out all the projects that Alex has ongoing on is his dangerously awesome website or follow him on Twitter @alexhillman

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co on Twitter.

You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Brand Positioning Nov 03, 2019

April Dunford is a positioning consultant, entrepreneur, board member, angel investor, and advisor. Her expertise is built on 25 years as an executive in a series of 7 successful technology startups and 3 global tech giants. She’s launched 16 products as an executive and consulted on dozens more.

She is also an international keynote speaker on the topics of Positioning, Market Strategy and New Product Introduction. Her goal is to help marketers, entrepreneurs and sales teams do a better job of positioning innovative new products so that customers find them obviously awesome. or people to learn is from examples, stories, and humor so my talks are a mix of those three.

As a consultant, she works with mainly B2B tech companies both large and small on making their products easier to understand and love.

Earlier this year April released her first book OBVIOUSLY AWESOME: How to nail product positioning so customers get it, love it, buy it.

She joins Tara and Carlos in this week's episode.

Here are some of the topics discussed during the show:

What is Positioning? [03:11]
Positioning methodology [11:47]
Competition & the ‘jobs to be done’ framework [15:56]
Can you have multiple Positions? [26:07]
Who should be driving Positioning in an organization?[32:50]
Examples of bad Positioning [39:38]
Being proactive about Positioning [47:41]
Research & Development in business [49:46]
What came first, the Positioning or the product? [55:01]
Positioning case study: WeWork [1:03:51]

You can find April's book, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It on Amazon

Learn all about April on her official website aprildunford.com or follow her on Twitter @aprildunford

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co on Twitter.

You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Attribution and Data Science with Trust Insights' Christopher S. Penn Oct 20, 2019

This week we're joined on the show by Christopher S. Penn. He considered an authority on analytics, digital marketing, and marketing technology. As well as publishing over a dozen books, he is also recognized as a keynote speaker and thought leader. He is a 2019 IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, and co-founder of the PodCamp Conference.

Penn is the Co-Founder and Chief Data Scientist at Trust Insights. Trust insights want to make the world a better place by helping companies unlock and transform their data into useful analysis, valuable insights, and actionable strategies.

On top of all the work Chris does, he is a proficient content creator, he co-hosts one of the top marketing podcast, Marketing Over Coffee with John Wall discuss marketing tactics, methods, strategies, and much more.

Topics discussed on the show:

What is data science, and what does a Chief Data Scientist do
How can brands better track attribution?
Google Analytics and other methods
Discovering trends from social platform data
‘Owned’ platforms vs ‘rented’ platforms
How big of a role do you think data should play in setting your marketing strategy?
Measuring a brand

Links:

Christopher S. Penn on Twitter
Christopher's latest book: AI For Marketers
Trust Insights

A big thank you to Christopher for taking the time to chat with us!

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co on Twitter.

You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Moving Towards an Augmented Economy of Things with Galit Ariel Oct 06, 2019

Galit Ariel AKA The AR girl is a techno futurist, digital hippie & AR aficionado, TED speaker and author of Augmenting Alice – The Future of Identity, Experience & Reality.

If you didn't guess it yet she is passionate about a future of AR and the potential it has to be integrated technology into our everyday lives, but not control it.

She joins Tara and Carlos to talk about the future of life without screens, is AR right for everyone or every brand and the ethics and negative effects of augmented reality.

Topics discussed in this episode:

What are the applications of AR, and is it right for everyone? [07:00]
Life without screens? [14:12]
The virtual continuum & early examples [25:30]
The ethics & negative effects of AR [28:39]
What are the benefits and best examples of AR?[34:50]
The augmented economy [40:05]
The challenges of AR [42:44]

Thanks to Galit for stopping by the studio. Here's where you can follow and find some of her work.

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co.

You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

How SAAS Marketing Differs From B2B Marketing Sep 22, 2019

The Anatomy of a Strategy podcast is back! After a short end of summer break, we are back with a slew of new episodes and an amazing lineup of industry expert guests.

This week, we welcome Georgiana Laudi. Georgiana is a SaaS Marketing & Growth Advisor. She’s been guiding brands, products and campaigns to life online for 20 years. working with big brands and early-stage startups, but her true sweet spot for the last 10 years has been helping high-growth SaaS companies scale.

She runs Elevate where she and her co-founder offer exec-level growth strategy & support to scaling Software-as-a-Service businesses

She also co-hosts Forget The Funnel which provides weekly workshops and training for SaaS marketers with new video workshops each week, a library of tools & templates used by experts in the tech marketing space, and a comprehensive training program.

Topics that we discussed during in the podcast:

What is SaaS, and how is it differ from B2B marketing? [4:50]
Who are the audience/buyers for SaaS?[13:14]
The SaaS buyer’s journey [17:30]
Value realization in SaaS [29:55]
What growth marketers are trying to affect with their tactics [40:23]
Customer experience mapping [44:35]

Show notes:

You can follow Georgiana Laudi on Twitter at @ggiiaa, sign-up for her free SaaS Marketing Forget The Funnel video workshop series or her personal site where she can be booked for 1-hour strategy calls

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Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co.

You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Hiring Incompetent Men Isn't Strategic Jul 28, 2019

This week we welcome Dr. Tomas Chamorro-Premuzic, author of 'Why so many incompetent men become leaders' and 'The Talent Delusion: Why Data, Not Intuition, Is the Key to Unlocking Human Potential.'

Dr. Chamorrow-Premuzik was visiting Toronto, where we saw him speak at the Rotman School of Management. We were personally introduced by Anatomy of a Strategy guest Nilofer Merchant and Tomas was extremely generous in taking the time to join us on the show.

We had a fascinating discussion with Tomas.

How the title of his book came to be
Why it has never been a worse time to be a man
Why we need to make it harder for incompetent men to make it to the top
How performance is often a matter of perception
How biological and cultural evolution has affected how we perceive leadership.

And much more!

Show notes:

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co.

You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com.

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Digital Transformation is Complicated and that's OK Jul 21, 2019

On this week's episode, we welcome head of campaign strategy Heather Ritchie.

Heather has been working in global high tech companies for many years. She is dedicated to building pipelines of women leaders. She also did a four-year research project on how leaders will need to communicate in a world that is increasingly diverse, collaborative, and filled with intelligent machines.

She is exploring the limits of AI automation into the future, she has some very optimistic lessons to deliver to us.

On the show, we discuss the changes going with Nokia's marketing strategy. How they're evolving with internal talent, thinking about audiences and building long term thought leadership in their vertical and much more.

You can find Heather on Linkedin.

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co

You can also check out Tara's YouTube channel, it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

Fighting Trolls and Taking Names with Geraldine DeRuiter Jul 07, 2019

Harkening back to a few other episodes, including Nilofer Merchant and Cindy Gallop, we talk with Geraldine regarding a very important topic in the digital world: online harassment.

Why is this so important to talk about here? What does this have to do with strategy? Well, as Geraldine says during our discussion:

"I think that there are certain companies that are struggling to figure out how to reach certain demographic groups, and part of that is because they have no one in that group at all represented at any point in their company."

The missing link over and over again in marketing is that, all too often, we sit in an ivory tower and come up with ideas and campaigns in our boardrooms...boardrooms where only a small sliver of our audience is represented (if that!).

This is a very important conversation and we hope you enjoy!

Referenced:

ALSO! She didn't mention this on the show (but did mention that she's terrible at self-promotion, so there's that), but she just published a book: All Over The Place: Adventures in Travel, True Love, and Petty Theft

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co

You can also check out Tara's YouTube channel, it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

Lost and Founder Rand Fishkin Jun 16, 2019

While we were at Social Media Camp in Victoria, B.C. this spring we had the chance to sit down and talk with Rand Fishkin who is the Co-Founder of Sparktoro.com.

Rand Fishkin was also the CEO & Co-Founder of SEOmoz, a leader in the field of search engine optimization tools, resources & community. In 2009, he was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek, and has been written about it in the Seattle Times, Newsweek and the New York Times.

Rand was very generous with his time and sat down with us to talk his thoughts on startup life, growth hacks and the state of online marketing. It was a great conversation!

Show notes:

The Next Era of Web Marketing presentation from Social Media Camp 2019
Rand's latest book: Lost and Founder
Rand's new venture Sparktoro.com
Follow Rand on Twitter @RandFish

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co

You can also check out Tara's YouTube channel, it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

The Art of Agile Strategy with Nectarios Economakis Jun 09, 2019

Nectarios Economakis is one of our old friends from Montreal, Canada.

Nectarios is a strategy and marketing executive with over 15 years of experience. At PNR, Nectarios leads business transformation and strategy for clients. Prior to PNR held positions in marketing agencies where he led search marketing teams. Nectarios was the first employee in business development at Google Montreal.

We thought we would have a conversation about digital transformation, agile strategy and what the biggest misconception around it.

Where you can find Nectarios:

Twitter https://www.twitter.com/nectarios
Check out The PNR at https://thepnr.com/

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co

You can also check out Tara's YouTube channel, it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

The Importance of Onlyness with Nilofer Merchant Jun 02, 2019

Nilofer Merchant is a 3x author who has been helping grow businesses. She’s worked for major companies (like Apple and Autodesk) as well as early web startups.

Nilofer thinks deeply about the frameworks, strategies and cultural values of companies. Companies work with her for guidance to develop new product strategies, enter new markets, defend against competitors and optimize revenue.

Nilofer is a long time mentor and friend, we are so happy to have her join us on the show to talk about Onlyness, how the speed of strategy has changed and much more!

Show notes:

Thanks for listening, we hope you enjoyed this episode. Make sure to follow Nilofer on Twitter @Nilofer, Tara at @missrogue & Carlos @carlospache_co

You can also check out Tara's YouTube channel, it has over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

Transcending the Cult of Multitasking with Brian Solis May 19, 2019

Brian Solis is a digital anthropologist, keynote speaker and best-selling author and one of Tara's old friends.

Life Scale is Brian's most recent book which is a departure from his previous work. Life Scale addresses the impact that social platforms and smart devices have in our lives. "As much as we multitask, love our devices, and feel like we're in control, deep down we know that something is off. Shortened attention spans, declines in critical thinking, lack of sleep, self-doubt, and decreased creativity are just some of the effects coming to light in an age of digital distraction. However, we might define success and happiness; our ability to make progress toward those goals has gone astray. It's time to reclaim our lives. It's time to take control."

Join us as we talk with Brian on what inspired him to write Life Scale, his strategies tactics to fight distraction and increase creativity.

Show notes:

Thanks for listening and let us know if you're also struggling with distraction and creativity on Twitter by tagging Brian @briansolis, Tara at @missrogue & Carlos @carlospache_co

You can also check out Tara's YouTube channel with over 200 videos on digital strategy and online audience building.

Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com

Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

Fixing Agency Woes with Cindy Gallop May 12, 2019

In this episode of Anatomy of a Strategy, we welcome the world changing Cindy Gallop.

She is the founder and former chair of the US branch of advertising firm Bartle Bogle Hegarty, and founder of the IfWeRanTheWorld and MakeLoveNotPorn.

We talked with Cindy about her history in the world of advertising, starting and building an agency in New York City the state of the industry and why she thinks sexual harassment is the biggest challenge facing the industry.

You can find Cindy Twitter @CindyGallop

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