Ready to rethink business strategy and supercharge your marketing game?
Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact.
From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences.
This is your backstage pass to smarter thinking and better business results.
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In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem.
SBP 132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman.
Season 4 · Episode 132
Tuesday, July 15, 2025 • Duration 37:00
In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising.
The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.
Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.
The festival includes both a core event and a vibrant fringe, offering diverse experiences.
Creativity must be linked to commercial effectiveness in today's marketing landscape.
The rise of AI is reshaping how marketers approach creativity and effectiveness.
Craftsmanship in marketing is essential and cannot be easily automated.
The American marketing landscape is sophisticated but has its challenges.
The Multiplier Effect highlights the importance of effective marketing strategies.
Marketers need to communicate effectiveness in relatable terms to a broader audience.
The tension between best practices and market trends is a significant challenge.
Lions Intelligence aims to provide valuable insights and tools for marketers.
Chapters
SBP 124: Brand Building Beyond The Click. With Connor Archbold and Matthew Herbert.
Season 4 · Episode 124
Thursday, June 5, 2025 • Duration 01:22:32
In this episode of the Sleeping Barber Podcast, Marc and Vassilis delve into the importance of brand tracking and creative marketing in today's performance-driven landscape.
To help them dive into this topic, they host Connor Archbold and Matthew Herbert, co-founders and co-CEOs of Tracksuit.
Together they discuss the evolution of performance marketing, the impact of cookie deprecation on measurement, and the necessity of connecting brand and performance marketing.
The episode highlights the importance of education on marketing effectiveness principles and the shift toward long-term brand building in the industry and so much more.
00:00 - Introduction to Brand Tracking and Creative Marketing
SBP 034: Bud Light, Barbie and Branding, with Emmanuel Probst
Season 2 · Episode 34
Friday, July 21, 2023 • Duration 01:13:25
This week on the Sleeping Barber Podcast, we have Emmanuel Probst, Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.
We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."
Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full
Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/
LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
SBP 033: AI. Separating Fact From Fiction, with Darby Sieben and Craig Haney
Season 2 · Episode 33
Thursday, July 6, 2023 • Duration 01:27:39
The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is.
Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show.
Our Guests
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Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML
Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor
Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4
Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI
SBP 032: To Persona or Not to Persona? That is the Question.
Season 2 · Episode 32
Thursday, June 22, 2023 • Duration 50:06
Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity.
SBP 31: When to Change Your Strategy, With Jennifer Riel
Season 2 · Episode 3
Thursday, June 8, 2023 • Duration 01:24:49
In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data.
Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more.
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Our Guest:
Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/
SBP 030: Solving for Incrementality, with Avinash Kaushik
Season 2 · Episode 30
Thursday, May 25, 2023 • Duration 01:25:59
Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation.
In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies.
Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up!
SBP 029: The Evolution of B2B Sales and Marketing, with Brent Adamson
Season 2 · Episode 29
Thursday, May 11, 2023 • Duration 01:18:24
Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more.
We hope you enjoy the show!
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Our Guest:
Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/
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Literature
Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete
Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales
What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale
Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0
The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/
Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0
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The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
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Timestamps:
0:50 - Intro to Brent Adamson
3:15 - The evolution of B2B Sales & Marketing
7:07 - Buyers don’t funnel, the loop
12:00 - There are more decision makers than we think there are
18:35 - A different way to think of buyer enablement
20:50 - MQL -> SQL -> NMP & Content Marketing
27:24 - The role of personalization
29:19 - The more important role of designing an easy experience
26:13 - the damage of over customization
39:05 - Connecting customers through confidence and value
48:44 - The evolution of the challenger sale to sensemaking
50:50 - With content abundance we need an information strategy to differentiate
53:20 - How B2B can differentiate today
56:48 - Post Pod with V and Marc
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Where to listen
Apple Podcasts: The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts
Spotify: The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify
Google Podcasts: The Sleeping Barber - A Business and Marketing Podcast
Youtube: Sleeping Barber - A Business and Marketing Podcast
SBP 028: The Evolution of Traditional Advertising, with Pierre Bouvard
Thursday, April 27, 2023 • Duration 01:33:12
Have we come full circle?
The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.
We hope you enjoy this episode!
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Our Guest:
Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
___________
Timestamps:
0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO
2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?
8:42 - The power of testing and learning
10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy
13:45 - The 4 “always on” lenses for monitoring your strategy
20:15 - Why historical data isn’t enough to monitor your strategy
23:55 - How to change investor obsession with short term results
26:58 - What is strategy and how it fits with Design Thinking
31:13 - How to diagnose bad strategy
35:19 - Why annual strategic planning is important
39:11 - How to make strategic choices during a crisis a BlackBerry case study
43:55 - When should you change strategic direction
46:30 - Early warning indicators to help signal strategic changes
51:30 - Strategic pivots in response to temporary vs. permanent change
55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs
59:14 - Is it really better to have a poor strategy, well executed?
1:01:55 - Pod-pod with V and Marc
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Where to listen
Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw
Youtube: https://www.youtube.com/@sleepingbarberpodcast
See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
___________
Timestamps:
O:55 - Intro to Avinash Kaushik
3:38 - The 2 big measurement mistakes many marketers make about KPIs
9:44 - Traps that misguide marketers
14:48 - Why funnels idiodic and a what to use instead of them
20:48 - How to measure both short-term and long-term campaigns
25:26 - What is incrementality, why does it matter & how is it different from ROI?
30:20 - The ladder of awesomeness
33:30 - The shock of measuring incrementality
35:55 - Different types of incrementality
47:12 - Anybody can suck less, how any size company can use incrementality
51:48 - Customer curiosity & open mindedness makes marketers better
58:44 - What marketers need to learn
1:05:08 - Avinash’s career path to Croud
1:07:40 - How to find out more about Avinash
1:08:50 - Post pod discussion with V and Marc
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Where to listen
Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw
Youtube: https://www.youtube.com/@sleepingbarberpodcast
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