The Mindful Marketer – Détails, épisodes et analyse

"Burnout to Balance: Prioritize and Thrive in '25"

Today, executives face a mandate: "Grow revenue while reducing costs." This mantra permeates the US government, public and private companies.   Random tactics and endless “to do” lists lead to burnout and loss of your top performers—costing millions in lost brand repute, revenue, workers compensation, and indefinite medical leave.   If you’re feeling the sting of burnout, give a listen to this episode. You will learn:

🌟 A clear definition of burnout.

🌟 Why the productivity industrial complex is failing us.

🌟How one $800M software company is doing more with less.
🌟 A proven method to map your HIGH value priorities in real time.

🌟 How to use generative AI as your planning partner. Lisa included a pre-tested prompt, too.

Lisa wants to help thousands put a bite in burnout. Spread the word and share this show!

Useful Links:

1. Struggling with innovation? Are your teams in constant fear of failing? Join us in Boston, May 8-9 for “The Art of Experimentation” at Tufts University. Details and registration:tinyurl.com/clic25boston.
2. Want to overcome career isolation and propel growth? Apply to the Marketing Growth Leaders peer community: marketinggrowthleaders.com
3. Don’t miss another episode. Join our private “know ahead” list at themindfulmarketer.com.
4. Enjoying our shows? Please leave us an Apple Podcast review. Spread the love! Meanwhile, we’re sending love to our production team: Alex Connolly,  💫Marisa Cali and Bill Connolly - Digital Style Coach. 

"Avoid These Costly Transformation Traps in 2025" #86

 

In this AI-powered age and impatient investor climate, growth leaders often struggle with avoiding transformation traps and tribulations.

This session will help you avoid today’s costly career and company moves.

Here’s what you’ll hear in this episode:

 

* 5 transformation types every leader needs to navigate (the Transformation Tree) (8:40)

* Contemporary transformation trap examples, including Starbucks, IBM, and Nike (15:00-23:10)

* The trap that leaders often underestimate (11:05-15:00)

*  Lisa’s five favorite strategy accelerators (23:00)

 

Don’t miss our next show. Join our “know ahead” list at themindfulmarketer.com.

A hearty thanks to our production team: Steffen Kaplan and Alexander and Bill Connolly.

Generative AI: What CMOs Need to Know

📿 We broadcast live from the 1200-person Voice + AI Conference in Washington, DC. Here are highlights from the 77th Episode with return super guest, Charlene Li :

1. At your core, intentional CMOs share three habits: courage, curiosity, and discipline.

Skip these habits and you fall into the hype cycle "just play with prompts" abyss.
That advice creates true time wasters in the efficiency era.

2. Intentional CMOs know how to fuel and reward innovation.

One of my marketing AI avatars is Karl Yeh. He is helping to lead a "science fair" at Benevity. The initial results are impressive.

3. Intentional CMOs know how to look for multiple potential business improvements using generative AI. (Jump to 31:00 for examples)

4. Prompt engineering can improve your critical thinking and communications skills.

Intentional CMOs excel at asking great questions--not having all the answers. Your AI tool resembles "a recent college grad that needs your explicit guidance." (Per Charlene). Before you submit your prompt, know what you want and be explicit.

A hearty THANK YOU to my superstar production team: Alex Connolly,  💫Marisa Cali and Bill Connolly - Digital Style Coach. This was made possible through the support of Peter Erickson - CEO of The Voice + AI conference.

ADDITIONAL BONUSES:

1. CMOs Leading Innovation Conference (CLIC ’23) – details and registration here:
   http://tinyurl.com/clic2023
   
   
2. “The OnRamp to Market Leadership”Webinar – contains slides and more insights on setting AI priorities. Click here: https://fast.wistia.com/embed/medias/zp4238xbjs
3. Prefer the show video? Here is the replay:https://lnkd.in/eRihCZZB
4. Follow Charlene Li at charleneli.com.
5. “AI and ChatGPT: Top Questions for Boards” – Directors & Boards Magazine:

https://www.directorsandboards.com/board-issues/ai/ai-and-chatgpt-top-questions-for-boards-to-consider/

 

P.S. See you on October 6 with former CEO of Mansueto Ventures and Inc. Magazine, Eric Schurenberg. Message me for the link: lisa@lisanirell.com.

Episode 75: “EX and CX: The Marketer’s Magic Formula” with Tiffani Bova

 

 

“The fastest way to get customers to love your brand is to get employees to love their job."

 

In this episode, you will find out why old beliefs that “the customer is number one” are no longer true—nor sustainable.

 

We welcomed Salesforce’s Chief Growth Evangelist, Tiffani Bova, to the studio. Her deep research of over 4,000 executives forms a strong foundation for this session, and her newest book.

Show highlights include:

 

• What EX means? “a method to design and deliver simple and personalized employee experiences that feel unique to our company-- in an effort to drive better business outcomes.”
• The distinction between HR and EX – and why EX is NOT job #1 of your HR team.
• The smart move behind “One Stupid Thing:” How a Vancouver-based unicorn CEO drove higher valuation and team engagement scores.
• Simple strategies to overcome low technology adoption rates (hovering 24%)
• Tiffani’s favorite metrics to align EX and CX

To celebrate our 75th show, we gave away copies of her newest book,” The Experience Mindset."

Congratulations to our winners - Kristin Mitra and David Lopez.

 

Special thanks to our superstar production team: Alex Connolly, Bill Connolly, Glen Macdonell, and Marisa Cali.

LIKE OUR SHOW? Please leave us a 5 star review on Apple Podcast. We love our loyal listeners!

 

P.S. Don’t miss a future show – register for our private “know ahead” list at themindfulmarketer.com

 

SHOW NOTES AND BONUSES:

• CMOs Leading Innovation Conference (CLIC ’23) – our 7th cohort gathers Nov. 2-3 in Nashville, TN USA. Details/registration here:Tinyurl.com/clic2023
• HBR article: This includes key insights on the revenue upside potential from aligning EX and CX initiatives: https://hbr.org/2022/03/research-how-employee-experience-impacts-your-bottom-line
• LinkedIn Live Replay with Tiffani & Lisa (36 minutes):https://www.linkedin.com/events/cxandex-themarketer-smagicformu7087413132049965056/comments/
• The Experience Mindset order link:https://tinyurl.com/tiffaniexperience
• Episode 76: “Ask Me Anything!” Send your customer, career, or marketing strategy questions to lisa@lisanirell.comwith “AMA September 1 question” in the Subject line. We will send you the invitation link (free).

 

In Episode 74 of The Mindful Marketer, we explored a common cause of leadership and team breakdowns: Ego Myopia.

The session highlights include:

* Where you might be practicing ego myopia without knowing it

* The most common ego myopia move among marketing leaders

* Three ways to transform ego myopia today—and definitions

* Wisdom discussion – “Seeing what is below the surface and beyond the obvious.”

* How to unravel the misunderstandings about power

* How marketers can plug “power leaks”

We also gave away copies of Eric's new book, "Leadership Breakdown: How Conscious Leaders Generate Breakthroughs That Enrich Business and the World." Congratulations to our winners, @Sherry Grote and @Mahesh Thakur!

Special thanks to our superstar production team: Alex Connolly, Bill Connolly, Glen Macdonell, and Marisa Cali.

Your additional resources:

1. The CMOs Leading Innovation Conference invitation: https://tinyurl.com/baukaakc
2. “Leadership Breakdown” book – Amazon order link here: https://tinyurl.com/egomyopia
3. Join us for our next show on August 4 with @TiffaniBova from Salesforce. It’s another book giveaway and deep dive into “EX and CX: The Marketer’s Magic Formula.”

What’s Your Innovation Melody? Power Panel

Featuring Monique Elliott, Shane McCarthy, and Eric McCarthey

Welcome to Season Two of The Mindful Marketer, where we explore the role of marketing in cultivating conscious and mindful communication.

Join us on June 2 from 1:30-2:05 pm ET on June 2 to discover:

- Three types of marketing innovation.

- Communication strategies to fuel innovation and experimentation.

-- How to embrace an innovative mindset in any economy

- Recent marketing innovation success stories.

-- Methods to kick start marketing innovation – #CLIC23 invitation

 

 

We will take your live questions, too. 

 

Be sure to register if you cannot attend live. You’ll receive the replay.

P.S. Prefer podcasts? Follow The Mindful Marketer podcast wherever you get your shows.

See you June 2 for this powerful panel discussion!

“From Global to Local: The Art of Listening” with TATA Consulting CMO Abhinav KumarAs we launch Season Two, we explore the role of marketing in cultivating conscious and mindful communication.

Abhinav Kumar, the CMO of TATA Consulting and FC Barcelona fan, joins us from Brussels to share his “global to local” communications playbook.Abhinav faces a daunting task. He oversees communications to engage and educate over 630,000 employees across 46 countries. Balance this goal with a charter to continue building a brand valued at $17.2B, and TATA’s commitment to tackling grand global challenges: climate change and energy transition.Here’s what we covered...

●The biggest technological obstacles and opportunities to being a “Chief Listener” for your organization.

 

●The benefits and guardrails needed to achieve hyper-localization.

 

●Abhinav’s recommended resources to help you turn listening into loyalty.Don’t miss a future show –register for our private “know ahead” list at themindfulmarketer.com

Welcome to the efficiency era, when many top marketers worry about brand investments getting rejected or delayed.

During Episode 71 - "Brand ROI for Marketing Skeptics" with Katie Hollar and Michael Oliver --you will hear:

 

• How to pick the right set of metrics for your current growth stage (explore vs. exploit mode)
• Ways AI can help you engage customers in the branding process (a time saver!)
• How Katie and the team use their website as a "brand home base"
• The correlation between store visits, sales results and brand repute at BMW Canada

 

Don’t miss a future show – register for our private “know ahead” list at themindfulmarketer.com

 

Customers, Cookies, and Content: A President’s Perspective 

featuring Jascha Kaykas-Wolff 

March 10, 2023 

The rapid decline of third-party cookies has turned a CMO’s growth playbook upside down.

And building trust has never been more challenging--especially in the United States.

A 2021 Oxford University study asked 92,000 people whether they trust the news media in their country. The highest rated country was Finland. The U.S. came in dead last, at 29%.

• How much complexity are we facing globally with customer privacy? (hint: more than ever!)
• How can our messages build trust in this daunting digital desert? 
• Why should CMOs care about customer data platforms (CDPs)? 
• Where’s the balance between personalization and privacy? 

In this show, you will hear how iconic tech CMO-turned-President, Jascha Kaykas-Wolff, has built agile teams that cultivate trust and drive healthy growth. He will share how transparent privacy policies, cookies, and content can work in harmony.

Some takeaways:

1. Strategic leaders take responsibility for their customers’ experience—or customers will leave. This starts with being clear on the value exchange between our company and those customers. That will ensure that your first party data strategy endures.
2. Commit to building a solid customer data platform strategy before implementing a customer data platform. Here is a free, helpful white paper from Lytics. https://www.lytics.com/resources/guides/customer-data-platforms-101/
3. Gartner predicts that 75% of the world’s population will be under privacy regulations by December 2023. Mindful marketers need to work closely with their legal, data science, and content teams to stay abreast of these privacy demands. Click here for the ZDNet story (3-minute read)
4. Avoid “irrational AI exuberance.” Many of us are rushing to use generative AI without establishing ethical and contextual guardrails. Jascha and I addressed the major reputational and ethical risks associated with this approach. 

 

Instead, ask your leaders “Are we going to build use cases right now, or am I first going to explore the implications of bias, context, and structure?” Before you fully take advantage of machine learning and generative AI (e.g., ChatGPT), find a way to create and publish organization guardrails. 

 

1. Leverage your data science team to a) acknowledge that bias exists within the tools and b) remove bias daily.

Here’s how Jascha’ s team addresses this ethical challenge: He and his team practice “intentional de-biasing.” They make best efforts to remove biases in their toolset. Jascha believes “this discussion needs to happen in scrum meetings, board discussions, and leadership meetings. It’s critical to remove biases as soon as we find them.”

 

P.S. Before you go:

 

1. Don’t miss a future episode –the first Friday of each month, 1:30-2:05 pm ET. Join our “know ahead” list at themindfulmarketer.com.

2. Got an idea for a future show or guest? Drop me a note: lisa@lisanirell.com with “Future Show Idea” in the Subject line.

[REPLAY: The Mindful Marketer #LinkedIn Live featuring David Allison – Episode 69]

What is values-based marketing and why does it matter? In our community, CEOs and CMOs are reporting LONGER sales cycles, ineffective messaging, and customer churn. 

Based on the ValueGraphics team’s assessment of over 750,000 surveys globally, we have learned that demographics and psychographics are ineffective at knowing what your customers want. (10% or less effective, to be exact). 

They do not help you uncover what your audience values, and they fall short of predicting how your audience will behave.

In this dynamic conversation with customer research pioneer, David Allison, you will hear highlights from his just-released book, “The Death of Demographics.” In addition, you’ll hear: 

• The limitations of traditional demographics research.
• The power of the 15-point archetype quiz—and how to use it.
• Three insightful questions you can ask your customers to discover their values.
• A 45-day action plan to turn your audience insights into marketing actions.

You’ll love the healthy banter and audience questions in this episode.

Enjoy part 2 of Season 1, where we explore the new rules of content strategy.

Check out these show notes, compliments of ChatGPT and David’s sense of humor:

 

From David: 

 

“Further to our conversation right now, I asked chat GPT to do this:

 

Write three short stories about mindfulness in marketing. In one of them mention Lisa Nirell, host of The Mindful Marketer. In one of them mention David Allison, founder of Valuegraphics. And in one of them, mention another famous figure who is a rethinking marketing in a more mindful way.

 

And in less than a minute it gave me this:

 

1. Lisa Nirell, host of ‘The Mindful Marketer,’ shares her experience of using mindfulness in marketing. She explains how being present and aware in each moment helped her to make better decisions and connect with her audience in a more meaningful way. Nirell emphasizes that mindfulness allows marketers to approach their work with intention and purpose, leading to more effective and impactful campaigns.
2. David Allison, founder of ValueGraphics, rethinks the role of mindfulness in marketing by focusing on the values of the target audience. According to Allison, marketers who understand their audience’s values can craft more meaningful and relevant messaging that resonates with them. He believes that mindfulness in marketing is about being present and aware of the values and motivations of your target audience, allowing you to create campaigns that are truly impactful.
3. Another famous figure who is rethinking marketing in a more mindful way is Simon Sinek, author of "Start with Why." Sinek argues that the most successful brands and organizations are those that have a clear sense of purpose and values. He believes that marketers should focus on inspiring and empowering their audience, rather than simply trying to sell them a product. Sinek’s approach to marketing emphasizes the importance of creating meaningful connections and building trust with your audience, through mindfulness and purpose-driven campaigns.

 

Now for the serious announcements:

1. Don’t miss a future show – we livestream on YouTube and LinkedIn on the first Friday of each month. Join our “know ahead” list at themindfulmarketer.com.
2. Got an idea for a future show or guest? Drop me a note: lisa@lisanirell.com with “Future Show Idea for The Mindful Marketer” in the Subject line.