Tommy McCubbin—advertising Creative Director, dad and podcaster—joins me on MATE to discuss why he thinks advertising sucks, how to avoid the #1 start-up mistake and share his thoughts on podcasting. We jump right into his controversial opinions about the advertising industry and why traditional ads don’t work. Tommy reveals the harsh truth behind why his start-up failed and the warning signs he ignored. And we also talk about exciting new technology, trends in podcasting and how to succeed with side projects.
Maneesh Sethi is a serial entrepreneur and a serial troublemaker. He’s the founder of Pavlok, a habit-changing wearable wristband which gives you electric shocks. His career is pervaded with shocking (no pun intended!) stories … like the time he bought his own private island; the story of how he wrote a best-selling book at 14 years-old; or when he had a heated argument with billionaire Mark Cuban on Shark Tank. Maneesh has spent time working with some of the all-time best business thinkers, and in this episode of MATE he shares the business advice he personally received from the likes of Tim Ferriss, Seth Godin and Richard Branson.
Maneesh Sethi is the founder of Pavlok, a behaviour company which helps people change their habits. They released the Pavlok wearable device, which helps people form good habits and break bad habits using operant and classical conditioning.
At 14 years-old, Maneesh wrote a best-selling book called Game Programming for Teens. The book took-off and became one of the top computer books in America and featured on the Amazon best-seller list. It even became a textbook in Poland (and was translated into 4 languages)!
“Everyone thinks that I’m trying to build [Pavlok] a product that really helps people. [They think], “I like that you’re testing it with other people and with yourself to see if you can help others.” And I’m like, “No, no, no … you don’t understand. I’m trying to build a product to get me to fucking get my shit done, so I’m testing it on all of you so that I know the perfect solution to solve it for me!”” ~ Maneesh Sethi
“Behaviour is really just a manifestation of all of our decisions. So the way you act is based on what’s going on in your head.” ~ Adam Jaffrey
Rory Aronson revolutionised agriculture when he created the coolest invention ever—FarmBot—an AI robot which farms your veggie patch. Seriously, this autonomous robot plants seeds, waters the garden, checks the soil nutrients and kills the weeds. In this episode of MATE, Rory explains how he built this precision agriculture machine and why it’s going to transform the agriculture industry. We also discuss how he hacked the product launch video to go viral and smash the goal on their crowdfunding campaign.
What is CNC farming and what are the benefits?
How FarmBot works and how to build one
Who FarmBot is created for
Why Rory decided to make FarmBot open-source
How FarmBot compares to traditional methods of agriculture
Plans to make FarmBot available for under $1,000
Kickstarter’s impact on launching the project
How to make your product launch video campaign go viral on social media
How Rory has dealt with the sudden media attention of becoming an instant celebrity
Ryan McLeod—designer and developer of Blackbox for iPhone—talks to me via Skype about how and why he came up with this crazy idea for an iPhone puzzle game. We talk about some of the design challenges he encountered while making Blackbox, and explore what life is like as an indie developer (when the hordes of fans come bashing on your door wanting new levels!). Ryan also discusses the principles of good design, and what it’s been like creating an interaction-heavy game without a formal design background. It’s a fascinating and hilarious chat!
Daniel Sparkes is a Cannes Gold Lion and D&AD Yellow Pencil award-winning advertising creative, with a flair for side-projects. He’s also a long-time friend of Adam’s and a MATE podcast fan. In this fun and interesting chat, Daniel talks about his passion for creativity, how his personality shapes the way he approaches his work, and the experiences that lead him to where he is today.
What is an Advertising Creative?
Daniel’s experience breaking into the advertising industry
Working for Leo Burnett, and what others can expect once they enter an agency
What is Daniel’s “superpower”?
The theory that creative agencies are a thing of the past
Daniel talks about some of the most successful campaigns he’s seen, from the likes of American Express and Adidas
How the Reword app is helping to curb cyber-bullying and the PR that helped it take off
Daniel and Adam have a healthy debate over industry awards: Are they really the “be-all, end-all” of industry recognition?
“To be in culture is to be relevant”, and why watching that Justin Bieber video you hate, can be beneficial
The benefits of having side projects to stay creatively healthy
Daniel’s successful side projects such as “Pillaring”, and failed side projects such as entering kid’s colouring competitions (Yes, you read that correctly)
Interactive artist Ivan Cash, and his influence as a creative
Jon Yeo is an executive speaker coach and the curator of TEDxMelbourne. In this episode of MATE, he gives some powerful tips to delivering an effective public speech, he tells us the key elements to moving TEDx Talk and he tells us what it’s like going to the global TED conference.
How Jon’s background in IT at the time of Y2K aka “The Millennium Bug”, incidentally lead him to where he is today
What does a Speaker Coach do?
Content, delivery, composure, and vocal preparation: Is one more important than the other?
“Great communication is universal”
Make your speech accessible to your audience
Thought leadership and reputation trumps features and benefits
Apple’s trust relationship with their community of customers
Jon tells us what makes a great speech, some of the mistakes speakers make and gives us a taste of his ‘9 Elements’ to a great speech.
Jon shares his story of a Nigerian gun runner, and how Jon helped turn his story into a powerful thought-provoking message
The power of ideas, and asking the question “what if it wasn’t?”
FEAR causes us to lose LOGIC
The TEDx experience, culture, the history of TED Talks and the TED mantra: “Ideas worth spreading”
Jon tells us about some of the most notable, transformative and surprising TED Talks he’s seen
Jon’s heavy involvement with TEDxMelbourne conference, and how he is preparing speakers for their upcoming event on 19th September 2017)
With a newborn baby, Alison Michalk took a crazy leap and started her own business, with the goal of a better “work/life blend”. Alison is the CEO and Founder of Quip, Australia’s leading Community Management provider. She’s also a Founder of Swarm Conference, Australia’s only conference dedicated to online community managers. In this episode of MATE, we talk about why forums are still not dead, how to build and nurture online communities, how Facebook is eating the world (and whether that’s a good thing) and how to manage your business through a crisis. We also dispel the ongoing battle, once and for all: Community Management vs Social Media Management.
Why online forums are still not dead!
The ways in which forums are better than social media sites
How Alison’s experience moderating online communities led her to start Quiip
What is Quiip?
What is Community Management?
Community Management vs Social Media Management
How nurturing a brand’s community can lead to increased customer loyalty and customer satisfaction
Social media’s positive impacts on customer service
Alison’s primary motivation for starting her own business: flexibility and freedom.
Quiip encourages employees to pursue their dreams outside of Community Management
Remote work is the future of employment
The “work/life blend” philosophy
Starting a business with a newborn
Chatbots and the messaging mega-trend
How edgy brands can exhibit a cavalier, yet fun, tone of voice on their online communities (e.g. 7-Eleven, Boost Juice and Lorna Jane).
The key principals of community management
Facebook’s tumultuous relationship with its users
Facebook’s tumultuous relationship with brands and advertisers
Can we trust Facebook? Do we even have a choice?!
The responsibilities of social media platforms
Challenges with Facebook Live
The thing to remember about Facebook: it’s a business.
The genesis of Swarm Conference
How to manage a business crisis
The key question every manager should ask their employees: “I don’t know, what do you think?”
Simon Davenport is one of Australia’s premier marketing professionals, with 12 years’ experience in the field. He’s spent the majority of his career working in senior leadership roles at some of Australia’s most iconic retail brands. During this chat, Simon explains what he’s learned about marketing from working at successful businesses like Officeworks, Kmart and Boost Juice. In 2016, Simon was inducted into the very exclusive The Marketing Academy as one of the industry’s most influential and successful leaders. Simon’s main goal is to inspire and motivate the next generation of marketing leaders, something he absolutely does in this episode of MATE.
Simon reflects on his early years, studying marketing and working in creative advertising agencies.
Why creativity is crucial in marketing
What Simon learned while working for retail giant Kmart: “No business is too big to benefit from change”.
How a youthful culture helped Boost Juice grow to over 250 stores worldwide
Boost Juice had a policy for their head office staff to spend time working in customer-facing roles in the retail stores, which helps them better understand the brand.
What Simon learned from Boost Juice founders Janine Allis and Jeff Allis (Janine is also a co-host of the entrepreneurial reality TV show Shark Tank).
“Passion produces great products”. But can you design for that? And if so, how?
What Simon has learned in his current role at Officeworks, Australia’s leading stationery and office supplies chain.
The similarities Simon has seen in all of the successful brands he’s worked with
Simon Davenport considers his career speciality as being “the fixer”.
Simon’s #1 leadership tip: “Ask the experts in your team the right questions”.
Does advertising actually work?
Simon breaks down the three roles of advertising: (1) sales activation; (2) functional benefits; and (3) emotional priming.
What are the consequences of abandoning any of those roles?
What does having a “brand purpose” mean?
The internal and operational challenges of getting an emotion-driven “brand purpose” campaign launched
How Simon was selected for an exclusive leadership program with The Marketing Academy
Learn how to build a better business and live a happier life, with the two guests on this week’s episode of MATE. Joel Gerschman (business coach) and Howard Finger (businessman) are the authors of a new book called, ‘The Mindful Entrepreneur’. Their book teaches business owners how to grow their business, and build systems and processes to make it successful. Their advice also helps business owners with tips on how to cope with the stress of running a company and deal with unforeseen challenges. Plus, we take a behind-the-scenes look at the process of creating their book.
Vince Parry is one of the world’s leading experts on pharmaceutical branding and marketing. With over 30 years’ experience in the industry, Vince was instrumental in bringing brands like Lipitor, Botox, Colgate and Dove to a wider audience. In this fascinating discussion, we cover: why healthcare goods need a different marketing approach to consumer goods; how to brand products which customers need prescriptions to buy; and the crazy tests a drug name needs to go through before being approved by the FDA/EMA. We also discuss Viagra, Botox, medical marijuana, hair regrowth and … explosive diarrhoea. 😬
How marketing and branding healthcare products differs from consumer goods and services
The 3-year pre-planning timeframe required to launch a healthcare product
The influence of a doctor’s recommendation to patients
Brand awareness in healthcare must consider many audiences, including: doctors, patients and caregivers.
Lifestyle brands in healthcare include: Viagra (for impotence) and Propecia (for baldness).
Is the negative public perception of the pharmaceutical industry justified?
The legalities and liabilities of making claims in healthcare advertising
Private label brands—i.e. store brands—are flooding the market due to drug patents expiring.
The enormous costs involved in bringing a pharmaceutical product to market
Can Silicon Valley can revolutionise the healthcare industry with services like the Lemonaid Health app.
Which brand would be better suited to disrupt the healthcare industry: Amazon or Nike?
Medical marijuana … the myths, the USA’s state-by-state legislation, the huge clinical benefits of THC and CBD for epilepsy and MS sufferers, the already-evolving industry and Vince’s own experience launching a medical marijuana brand in New York.
The fascinating list of rules, regulations and guidelines which companies must follow when naming pharmaceutical brands.
Failures and success stories in the healthcare industry