Podcast: Unpopular Opinion
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D2C isn’t goals
Check out a fascinating conversation with Lex Winship, the Head of Brand and Content at Loxo. Lex challenges the prevailing notion that B2B should emulate D2C (Direct-to-Consumer) as a goalpost for branding, arguing that D2C has distorted our understanding of the term “brand.” She believes B2B should resist the temptation to follow D2C strategies blindly and discusses how this belief has shaped her unique approach to branding.
Curiosity over everything
Lex’s diverse career journey has enriched her skills as a researcher. She describes how her willingness to explore various interests have benefited her work in branding and marketing. She discusses the delicate balance between data-driven decisions and creative thinking in marketing.
Authenticity and unconventional practices
Lex offers valuable advice for marketers looking to break away from conventional wisdom and develop unique brand strategies. She reflects on the challenges she has faced in advocating for unconventional opinions in the corporate world and shares her strategies for overcoming them.
She predicts the future of B2B branding, highlighting the trends she believes will shape its evolution.
This is a must-listen for marketers and professionals seeking to redefine their branding strategies in a rapidly changing landscape.
Check out these resources we mentioned
Time Stamps of the Episode
B2B vs D2C branding (:30-8:22)
Lex’s journey (8:23-13:00)
Copy myths (13:01-17:05)
Branding misconceptions and marketing strategies (17:06-19:52)
From data-obsessed to collaborative creativity (19:53-29:40)
Challenging the conventional (23:46-29:41)
Read more fiction (29:41-33:36)
B2B marketing predictions (33:37-37:31)
Advice for professionals, passion for em-dash (37:32-41:50)
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Businesses want control over everything. Brian Gibson challenges the conventional wisdom of business growth. He boldly asserts that businesses don’t prioritize growth as much as they crave control over every aspect of their operations. He offers a unique perspective, contending that companies are often willing to make significant sacrifices, including stifling growth, compromising longevity and neglecting the well-being of their employees, all in the pursuit of maintaining top-down control.
Brian’s journey
Brian’s journey in the business world spans various industries and leadership roles within B2B and B2B2C companies. His success is rooted in an unwavering commitment to empowering individuals and teams to reach their fullest potential. He’s not one to shy away from the tough conversations or the hard truths that can sometimes hinder progress.
A better way is possible
Throughout the episode, Brian explores the value of empowerment, autonomy, focus and alignment as essential components of business success. He contends that true growth can only be achieved when businesses prioritize the needs of their customers and employees above the pursuit of rigid control. Join us for a thought-provoking conversation that challenges conventional thinking and takes you on a journey down the less-traveled path to success in the world of business.
Check out these resources we mentioned
Time Stamps of the Episode
Breaking the control-growth dichotomy (:35-2:47)
Vision critical (2:48-5:48)
Weighing risk management (5:49-9:47)
People-centric workplaces (9:48-22:43)
Pirate risks for customer good (22:44-25:19)
Asking difficult questions, optimizing tasks (25:20-31:22)
Timing, risk and adaptability in business, closing notes (31:23-34:50)
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Brea Olstead is more than just an accomplished Executive Business Partner. She’s someone who keenly observes how society treats those deemed “too much.” Her journey, experiences and empathy have led her to this intriguing viewpoint.
The ‘too much’ superpower
In this episode, we unpack the concept of being “too much.” Brea helps us understand how this quality relates to empaths and connectors. Wel explore how she personally experiences “too much” and its profound connection to her work. We discuss how “too much” resonates in the face of injustice, inequity and exclusion.
Correlation with trauma
There is a surprising correlation between the feeling of “too much” and experiences of trauma. Brea shares stories that illustrate this connection, shedding light on the significance of addressing trauma in the pursuit of a just world grounded in anti-racism and inclusion.
The two camps
Brea Olstead’s perspective on being “too much” has sparked two distinct camps of reactions. Some are exhilarated and encourage her to be even more unconventional, louder and prouder. Others, while seeking her counsel, suggest she should stay within conventional boundaries. We explore the challenges and opportunities presented by these differing perspectives.
Commitment to a just world
Discover Brea’s unwavering commitment to creating a more just world founded on principles of anti-racism and inclusion. Learn how her unique way of thinking contributes to the broader mission of social equity.
Check out these resources we mentioned
Jessica Winder’s Unpopular Opinion episode
Tony Jones, Affirmations for the Grown Ass Woman
Time Stamps of the Episode
‘Too much’ a superpower (00:02-2:33)
The conditions to authenticity (2:34-10:32)
Career journey, trauma-informed workplaces (10:33-15:42)
Trauma and the stigma behind being ‘too much’ (15:43-20:48)
Insecurity drives criticism, authenticity invites leaders (20:49-24:37)
Shame, harm and hurt (24:38-26:58)
Addressing racism (26:59-33:01)
Accountability and DEI (33:02-39:05)
Self care, boundaries and community (39:06-48:40)
Empowering future change makers (48:41-50:39)
Neurodiversity, anti racism and inclusive spaces (50:40-58:24)
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Building habits of success
Lindsay McGuire joined the Unpopular Opinion podcast to discuss her experiences and beliefs about achieving success in both personal and professional aspects of life. She shared her journey of developing a mindset that allows her to pursue multiple roles and responsibilities simultaneously. While a balanced life requires a strategic approach and a strong support system, it’s possible with a clear mindset, boundaries and the right support network.
Nonprofit service
Lindsay took a dive into the benefits of serving on a nonprofit board, citing the rapid learning curve and the opportunity for professional development across various facets of business. She highlighted that the skills acquired, such as reading budgets and financial statements, are valuable and comparable to pricey training or credentials. Being a part of a nonprofit board provides a deep understanding of community needs and allows for a tangible impact.
Balancing career and motherhood
Lindsay reveals the challenges of balancing her career with motherhood. She shared her personal experience of uprooting her life multiple times due to her husband’s career, which she described as one of the hardest periods of her life. She acknowledged that there will be times when one has to make difficult choices, but is optimistic that things usually find a way of working themselves out in the end.
Check out these resources we mentioned
Lindsay’s LinkedIn
Goldcast
Time Stamps of the Episode
:02-7:00 (Achieving success in both personal and professional aspects of life)
7:00-11:39 (Networking and Goal-Setting)
11:40-19:29 (Work-Life Balance Strategies)
19:30-25:23 (Parenting and Career Balance)
25:24-32:38 (Board Service: Benefits, Skills and Boundaries)
32:39-35:55 (Creativity: Capture, Protect, Indulge)
35:56-40:24 (Lindsay’s journey)
40:25-45:19 (Overcoming Self-Doubt: Strategies and Vulnerability)
45:20-51:38 (Authenticity, Self-Reflection and Societal Expectations)
51:39-54:58 (Who says email is dead? Closing notes.)
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Marketing reporting to PR? Could it work?
Parry Headrick of Crackle PR comes on Unpopular Opinion to discuss the potential benefits of reporting the marketing team to the communications or PR team. Parry argues that this restructuring could help prevent PR from being overlooked due to short tenures for CMOs and VPs of marketing. He also emphasizes the need for PR to better communicate its value, which he says is often misunderstood.
PR builds a halo effect around brands
He shares his experience transitioning from journalism to PR and the importance of focusing on outcomes rather than outputs. Parry believes PR should be responsible for crafting a strategic narrative for the company. He breaks down the benefits of a merged PR and marketing strategy, and the importance of accurately attributing the value generated by PR efforts. We discuss frustrations over misconceptions about the importance of relationships in PR, and predict the increasing importance of communications programs as AI continues to evolve.Check out these resources we mentioned
Parry’s LinkedIn
Time Stamps of the Episode
Marketing vs. Communications: Narrative Shaping Discussion (:03-4:23)
From Journalism to Virtual PR: ParryHeadrick’s Disruptive Journey (4:24-8:29)
Narrative Strategy: Public Relations in Marketing (8:30-19:03)
PR Value Attribution: Boosting Employee Morale & Customer Loyalty (19:04-22:41)
Building a Halo Effect: Merging PR With Marketing (22:42-28:24)
Misconceptions in PR: Story Matters, AI Evolves (28:25-31:01)
Threads on Threads, Closing Notes (31:02-33:25) -
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Trial periods for agencies? Say what?
In a groundbreaking move that challenges conventional agency strategies, Victor Ijidola, Content Lead & Founder at Premium Content Shop, has harnessed the power of trial periods to revolutionize his content agency’s landscape. He revealed that adopting the trial period model has not only streamlined his sales process but also boosted his conversion rates to an astounding 100 percent.
Not just for SaaS
Traditionally, trial periods have been a hallmark of Software as a Service (SaaS) companies, allowing potential customers to test-drive a product before making a commitment. However, this approach is rarely seen in the world of agencies, where services are intangible and often require a more complex evaluation process. Victor Ijidola’s bold experiment challenges the norm and demonstrates the transformative potential of trial periods beyond the realm of B2B tech companies.
Defying industry norms
Victor Ijidola’s paradigm-shifting approach to adopting trial periods underscores the importance of adaptability and creative thinking in sales and marketing strategies. As more agencies explore the potential of trial periods, the landscape of client-agency relationships is bound to witness a profound shift.
Check out these resources we mentioned
Time Stamps of the Episode
Offering a trial period as an agency (0:46-7:37)
Addressing skepticism (7:38-8:55)
Tactical steps to ensure a seamless trial (8:56-10:53)
A client’s take (10:54-12:20)
Advice to those who’d like to implement a trial (12:22-13:10)
Managing workloads and expectations (13:32-17:15)
Tools and techniques (17:16-19:07)
What Victor has learned about challenging conventional norms (19:08-20:54)
Tips to effective implementation (20:55-22:01)Victor’s future projects (22:02-24:09)
Victor debunks an unpopular opinion, closing notes (24:10-26:26)
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An ode to novel idea synthesis
Bryan Grover, marketing consultant and content creator at Grover Consulting, subscribes to novel idea synthesis—as well as a lot of novels. He believes creativity isn’t about inventing new ideas but combining old ones in a way nobody has thought of before.
The future of creativity and innovation
We discuss the dichotomy between technical and analytical backgrounds, the importance of digital transformation and change management, using AI as a time-saving tool and the existence (or lack thereof) of writer’s block.
Check out these resources we mentioned
Bryan’s LinkedIn
The Creator’s CircleTime Stamps of the Episode
Creativity and perfectionism (:03-4:42)
Creativity is combining old ideas a way nobody has thought of before (4:43-6:14)
A look into Bryan’s background (6:15-11:03)
Digital transformation and change management (11:04-14:05)
AI as a creative tool (14:31-18:24)
Understanding zeitgeist and Amazon habits (18:25-26:50)
Writer’s block (26:51-30:50)Bryan’s current projects (30:51-32:54)
Bryan debunks an unpopular opinion, closing notes (32:55-36:39)
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Sabbaticals benefit you? At any age? Say it ain’t so.
Caroline Brewton, recovering journalist, communications and marketing professional and sabbatical diarist is making waves by publicly journaling her sabbatical adventures on LinkedIn. She’s on a self-funded path to create a healthier relationship with work.
Rest is productive
For more of her takes such as how PTO is not the enemy — wasted hours on the clock are, facetime is not a metric of success and America’s passive-aggressive work attitude, be sure to give this episode a listen.
Check out these resources we mentioned
Time Stamps of the Episode
Strategic Rest and Recovery From Burnout (0.02-7:46)
Understaffing as a Revenue Strategy (7:47-10:28)
The Evolution of the Jobseeker (10:29-11:25)
How Caroline Funds Her Sabbatical (11:32-16:07)
Explaining the Resume Gap (16:08-18:36)
Caroline’s background (18:37-23:46)
8-Hour Work Day and Working Styles (24:22-31:05)
Productive Rest (31:06-32:27)
American Work Culture is Passive Aggressive (32:35-35:13)
Overcoming a Factory Mindset (35:17-41:09)
Caroline Debunks an Unpopular Opinion, Closing Notes (41:10-44:52)
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Employee success, vs. entrepreneur success? The concept of an “intrapreneur” has springboarded Caleb Whittle’s career way past where he would have imagined, especially after the struggle of entrepreneur vs. intrapreneur. He’s leading marketing at a startup now because of his devotion to intrapreneurship.
A career on intrapreneurship is unshakable
Caleb’s experienced many pivots throughout his life—going from wanting to be a pilot, to aerospace engineering, to marketing, to jumping around industries, to even doubting himself and missing out on what would’ve been the perfect opportunity for him. He now interviews successful professionals across industries on how they apply intrapreneurship values in their places of work.
Check out these resources we mentioned
Caleb’s LinkedIn https://www.linkedin.com/in/calebwhittle/
Caleb’s Podcast https://everydayintrapreneurs.podbean.com/
Time Stamps of the Episode
(.03-2:15) Caleb believes we have a better chance of success being an employee than an entrepreneur
(2:16-5:37) The pandemic’s impact on a culture of entrepreneurs
(5:38-9:07) Caleb’s background and how that contributes to his unpopular take.
(9:08-11:42) How intrapreneurship has made Caleb successful
(11:43- 13:21) Caleb’s podcast “Everyday Intrapreneurs” and how it started
(13:22-16:50) Favorite takeaways from his podcast guests
(16:51-22:08) Tactical steps that professionals can implement to be intrapreneurs in their roles today
(20:38- 25:03) Caleb’s insane morning routine
(25:04- 27:19) Intrapreneurs Caleb admires
(27:20-29:43) Recognizing burnout and how to stop it from spreading
(29:44-33:36) What leaders can do to have more productive and inspiring 1:1s with their team
(33:37-39:45) Caleb debunk an unpopular opinion
(39:46-41:12) Closing notes
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People-first, GTM vs. Company-first
People have the wrong mindset when it comes to GTM. So often, it’s a company-first approach, but a people-first approach is actually how you’ll thrive in today’s world.
Nick Bennett launched ClubPF because of this. People know this is modern-day marketing and the way to go, but don’t know how to get started. ClubPF helps open those doors.
The creator economy and event-led growth
Nick also gives his take on things like event-led growth, the creator economy and buyer personas—hint, he’s not a fan.
Check out these resources we mentioned
https://www.linkedin.com/in/nickbennett1/
https://motionagency.io/anonymous/
Time Stamps of the Episode
Nick Bennett thinks people have the wrong mindset when it comes to GTM (:33-5:47)
Nick’s work history (5:48-7:54)
The creator economy (7:55-9:41)
What is ClubPF? (9:42-11:59)
Advice for organizations that want to transform to a people-first approach (12:00-14:41)
Buyer personas are “meh” and marketers spend too much time on them (14:42-17:11)
Audience Ops plug (17:12-17:37)
How can businesses attract creators? (17:38-20:18)
The Anonymous Marketer (20:19-26:19)
Hot take on event-led growth (26:20-27:35)
Nick’s ideal event (27:36-28:46)
Nick debunks an unpopular opinion (28:47-29:51)
