MATE 030 – Joel Gerschman and Howard Finger on building a better business and living a happier life

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.

Joel Gerschman (left) and Howard Finger (right)
Joel Gerschman (left) and Howard Finger (right)

 

Topics:

  • The real-life events (from Howard’s life) which inspired the book, The Mindful Entrepreneur.
  • The book’s key pillars, which can help the everyday business owner be more successful.
  • The impact on personal lives when business isn’t going smoothly, and vice versa.
  • The importance of prioritising, systemising and delegating for small business owners.
  • The steps Howard took to improve his personal and career well-being
  • The multitude of risks which entrepreneurs take, when running a business.
  • Why content marketing has become so important in 2017
  • Finding the confidence to say “no”
  • What a state of mindfulness can achieve, through good and bad times.
  • How a change of mindset got Howard through the Global Financial Crisis
  • What’s the deal with business books? Why do they always promise so much?
  • Meaning and purpose often outweighs monetary gain, and why that’s not such a bad thing.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 029 – Vince Parry reveals the secret world of pharmaceutical drug marketing

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. 😬

Vince Parry
Vince Parry

 

Topics:

  • 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 key lessons from Vince Parry’s book, Identity Crisis.
  • “Medicines aren’t soft drinks; hospitals aren’t hotels.” ~ Vince Parry
  • 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

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 028 – Sarah Cooper turned a viral infographic into a comedy career

Sarah Cooper is the author of the viral infographic: 10 Tricks to Appear Smart in Meetings. In this episode of MATE, learn how Sarah parlayed her viral post into a three-book deal! We also discuss the business of comedy, the economics of being an author and why she failed as an actor. Sarah’s work has appeared in The Washington Post, Fast Company, Business Insider and Huffington Post. Oh, and Sarah also reveals how a job working at Google became her “backup career”!

Sarah Cooper
Sarah Cooper

 

Topics:

  • Life as a comedian and an author
  • What Sarah learned working in digital interface design for Yahoo!
  • The struggle of trying to earn a living as a stand-up comic
  • How Sarah’s backup job at Google transpired, and how it got her to her next success.
  • Using humour to connect with the audience when writing
  • The differences between acting and live comedy
  • Behind-the-scenes of creating the viral sensation: 10 Tricks to Appear Smart in Meetings.
  • Thoughts on imposter syndrome, the monkey on the back of many creative people.
  • How Sarah turned her viral infographic into a three-book deal!
  • Why it’s important to have trustworthy advisors when entering a new business relationship
  • The business of comedy and the business of writing
  • The many ways Sarah maximises her income
  • The marketing techniques that have worked for Sarah; and the ones that haven’t.
  • Are Facebook ads worth it?
  • Sarah reveals the biggest challenges she’s faced over the years

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 027 – Thomas Barta on how to succeed as a marketing leader

Thomas Barta is a marketer, turned McKinsey partner, turned organisational psychologist, speaker, consultant and author. His book, ‘The 12 Powers of a Marketing Leader’, teaches marketers how to succeed by creating value for their customers as well as creating value for their organisation. Learn how to shift the perception of marketing being seen as a cost-centre, how to build more trust with your stakeholders and how have a more successful marketing career. Listen to why Thomas is one of the most sought-after leadership experts in the world, as well as why his book recently SOLD OUT in Europe!

Thomas Barta
Thomas Barta

 

Topics:

  • Thomas asks Adam what he thinks of marketers
  • The common issues marketing leaders face: the trust gap, the power gap and the skills gap.
  • The four Ps of marketing
  • How to battle the common misconceptions marketers face within organisations (such as: being a cost rather than a profit-centre, or even being less important than other departments).
  • How to become a truly effective marketer
  • Keys to success when being a good marketer is not enough
  • The importance of having an ever-evolving skillset
  • Getting further by knowing the agendas of stakeholders within your organisation, and working to help achieve their goals.
  • Digital marketing requires strategic leadership; to succeed you must show how digital contributes to your company’s overarching goals and priorities.
  • An effective marketing department is built on team balance

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 026 – Sean Zinsmeister unlocks your marketing stack with big data and marketing automation

Sean Zinsmeister knows his shit when it comes to big data, marketing automation and marketing technology. He has a long history working with marketing technology and is currently the VP of Product Marketing at Infer. In this episode of MATE, Sean explains how to unlock the power of automation and how to use AI to make big data more manageable. Sean is also the host of the marketing technology podcast, Stack & Flow.

Sean Zinsmeister
Sean Zinsmeister

 

Topics:

  • What is Product Marketing? And how is it different to Product Management?
  • Sean explains how his background in music has helped his career in marketing technology
  • The surprising parallels between audio engineering and marketing automation
  • Sean tells us about his early days in software marketing in Silicon Valley
  • What does Infer do? And how does Infer’s software work?
  • What is Marketing Automation, and why is it valuable for businesses?
  • The Unroll.me / Uber user-data sale scandal
  • Sean reveals how to get better conversion rates, rank your leads better, and understand big data.
  • Finally, we dissect the common buzzwords used in software marketing!

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 025 – Joseph Jaffe on consumer empowerment, and other tectonic shifts in the marketing world

Joseph Jaffe is a marketing visionary and serial troublemaker. He begins our conversation by hijacking my podcast from the very first sentence, and continues to shake up my perception of the marketing world for the next 60 minutes. Joseph is an entrepreneur, author and industry observer. We talk about how the advertising world has changed and why consumers are now in control of the interactions they have with brands. Joseph also drops some other tectonic shifts we’re due to see across marketing in 2017. Strap yourself in, this is gonna be a good one!

Joseph Jaffe
Joseph Jaffe

 

Topics:

  • The reality that consumer empowerment has changed the marketing game
  • The philosophy of why ‘the 30-second spot’ in advertising is dead, and examples from Joseph’s book, Life After the 30-Second Spot.
  • Can brands selling everyday products sustain their market share without good advertising?
  • The 4 principles which can make or break a business
  • How brands can leverage their existing customers to generate new ones
  • What Joseph learnt about the perception of value, in his early days as a marketing employee at Nando’s.
  • The key takeaways from Joseph’s book, Flip the Funnel.
  • How Netflix survived their digital transformation and why Blockbuster didn’t
  • The big changes that are coming to the marketing and advertising world in 2017
  • How Joseph’s agency, Evol8tion, connects start-ups with brands.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 024 – Ronsley Vaz, from Amplify, on podcasting and the power of audio

Ronsley Vaz is the Chief Daydreamer at Amplify, an audio marketing agency, and is also a strong podcast advocate. In this episode of MATE, we talk about the opportunities podcasting can create for businesses, the power of audio marketing and what Ronsley is trying to achieve with his agency. Ronsley also tells us about his new book and how to raise your voice, boost your brand and grow your business. And find out what I asked Ronsley for him to respond with: “Wow, that’s the best question I’ve been asked … ever!”

Ronsley Vaz
Ronsley Vaz

 

Topics:

  • How Amplify harnesses the power of conversation to create powerful marketing campaigns
  • The effective and powerful ways we can communicate via podcasting
  • The challenges of creating good audio content
  • Why podcast listeners expect good quality audio in 2017
  • Adam and Ronsley debate whether audio marketing is the right approach for marketing your brand when considering the principles of strategic marketing
  • Ronsley walks us through his book ‘Amplify’ and it’s 7-step framework
  • Ronsley’s advice on how to measure the true success of your podcast/audio content
  • Ronsley’s take on the mistakes made by brands in content marketing
  • Topless hairdressing at ‘Frisky Fridays’ in Cairns, QLD.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 023 – John J. Wall from the Marketing Over Coffee podcast on the opportunities it’s opened

John J. Wall is the host of the Marketing Over Coffee podcast, which is one of the longest-running podcasts on iTunes. John is also the VP of Marketing at EventHero, a firm which makes event management easy. In this episode of MATE podcast, we talk about marketing in corporate America, what it’s like hosting one of the most successful business podcasts on iTunes and what opportunities Marketing Over Coffee has opened for John. Listen now to hear what happens when I speak with one of my podcasting idols!

John J. Wall
John J. Wall

 

Topics:

  • John J. Wall is the Vice President of Marketing at EventHero
  • John’s work history, including working in five start-ups over his career.
  • The Marketing Over Coffee podcast, including: the history of the show, the fabled beginnings with Christopher S. Penn at Dunkin’ Donuts, the show’s growth, etc.
  • Podcast advertising and the intimate connections brands can make with listeners
  • How Serial helped podcasting reach a larger audience
  • Adam and John share their podcasting experiences
  • What John learned from a decade of podcasting
  • John explains the key concepts of his book, B2B Marketing Confessions.
  • What it’s like to be a published author
  • John shares some of the key lessons he’s learnt over the years from podcasting, business and life.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 022 – Peter Wagstaff on why universities are broken and how to fix tertiary education

Peter Wagstaff—or “Wags” as he’s often known—is a progressive educator at Monash University (in fact, Wags was my marketing lecturer). He’s on the forefront of next generation teaching at the university, and in this episode of MATE we talk about: why the university system is broken and how to fix tertiary education. Finally, we tackle the big question: does the higher education system really prepare students for the workforce? (And a bonus this week … we take some listener questions!)

Peter Wagstaff recording MATE 022
Peter Wagstaff recording MATE 022

 

Topics:

  • Why Peter doesn’t like to be referred to as a “lecturer”, and instead prefers the term “educator”.
  • Why the tertiary education system is broken, and how it can be fixed.
  • Student expectations when they enrol in their chosen course at university
  • What’s the real purpose of higher education?
  • Learning goes beyond the classroom
  • Does the higher education system adequately prepare students for the workplace?
  • Passionate teachers vs. glorified journal writers
  • Using big data to predict when students are at risk of failing, and how to assist them.
  • BONUS: And a bonus this week … we take some listener questions!

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 021 – Nathan Rose explains how to launch a killer equity crowdfunding campaign

Nathan Rose is an equity crowdfunding expert who’s helped raise over $11 M for his clients through successful equity crowdfunding campaigns. Nathan joins MATE podcast to talk about the difference between “equity crowdfunding” and “rewards crowdfunding”, what you should look for in a crowdfunding platform and how to decide whether crowdfunding is appropriate for your business. Nathan also reveals the key tips you’ll need to launch your very own killer equity crowdfunding campaign!

Nathan Rose
Nathan Rose

 

Topics:

  • What is “equity crowdfunding”? And how is it different from “rewards crowdfunding”?
  • How to choose the right of crowdfunding platform for your business (e.g. Kickstarter, Indiegogo, Equitise, etc.)
  • When is equity crowdfunding is a great option for launching your business?
  • When is equity crowdfunding not the best option for launching your business?
  • The key tips to launching a successful equity crowdfunding campaign!
  • When is it appropriate to “bootstrap” your business?
  • The pros and cons of having many small investors versus a few big investors
  • Why are equity crowdfunding platforms so strict with new proposal applications?
  • Equitise is an Australian-based equity crowdfunding service

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.