One of the questions I get asked most often by listeners of The Overthinker’s Guide to Modern Marketing is surprisingly simple: “What equipment and software do you use to make the podcast?” The truth is that while there are endless options available for podcasters today, my setup is intentionally straightforward. Rather than chasing the latest…
Why do human beings continue making business decisions like human beings despite decades of effort to prevent it? There is a persistent belief in some corners of the business world that B2B marketing should be entirely rational. After all, businesses are not people. Businesses do not have emotions. Businesses do not become excited, nervous, curious,…
Why the next decade of marketing may be simultaneously more technological and more human than anyone expected. Predicting the future has always been a risky business. Entire industries have been built around making confident forecasts that later proved to be spectacularly incorrect. In the 1950s, people imagined we’d all be commuting to work in flying…
Why do humans continue to trust other humans despite everything we know about humans? There was once a time when marketing was relatively straightforward. A company would create an advertisement. The advertisement would tell people how wonderful the company was. The company would then wait patiently for customers to arrive. Sometimes customers came, sometimes they…
Book Review : Using Behavioral Science in Marketing by Nancy Harhut. There’s a comforting illusion in marketing that customers are calmly weighing up product features, comparing prices rationally, and making thoughtful purchasing decisions based entirely on logic. Nancy Harhut’s Using Behavioral Science in Marketing makes it clear that this idea is mostly a myth. Honestly,…
How a small brand with a teapot can sometimes outperform a corporation with a helicopter. A lot of businesses hope that marketing will work like a lightning strike: one campaign, one ad, one viral post, or one brilliant moment that changes everything overnight. While this idea is tempting, it rarely happens in real life. Most…
Why buying a hammer doesn’t mean you know what you’re building. A common puzzle in marketing is understanding how strategy and tactics relate to each other. Not because the concepts are particularly complicated. They’re actually quite simple. The confusion comes from marketers using these two words interchangeably for years, often making them seem much more…
How to spend a small fortune communicating brilliantly with people who were never going to buy anyway. Marketing has existed for a very long time. Not always in its current form, obviously. Ancient Romans did not spend their mornings optimising click-through rates or arguing about LinkedIn algorithms. They simply painted messages on walls and hoped…
Book Review : The Choice Factory by Richard Shotton. Many people in marketing like to think customers carefully compare products, look at features, consider value, and then make logical choices. The Choice Factory by Richard Shotton spends about 200 pages showing why this belief is a bit too hopeful. Luckily, the book explains this in…
How to learn marketing while pretending you’re being productive on a walk. There are now approximately 47 million marketing podcasts available to business owners. This number may not be entirely accurate, but it feels emotionally correct. Every day, somewhere on the internet, a marketer acquires a microphone, discovers the phrase “Let’s unpack that”, and begins…