Unicorny Selbey Anderson

24 Assets that drive digital successIn this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley. 
You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you'll gain practical insights on how to leverage each asset to create a successful business.  
Daniel finishes this episode with a jaw-dropping insight about AI and it's impact on us all. Don't miss this episode!
About Daniel Priestley Daniel Priestley is the Co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia. 
Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs. 
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Daniel Priestley | Dom Hawes  
Websites: Dent Global| ScoreApp | Selbey Anderson  
Timestamped summary of this episode  00:01:16 – Introduction to 24 Assets and Key Personnel of Influence 
00:02:39 - Intellectual Property Assets  
00:03:46 - Brand Assets  
00:05:02 - Marketing Assets  
00:06:59 - Product Assets  
00:12:33 – Key takeaways of the episode so far 
00:16:57 - The Future Impact of AI and Hyper Consumption/Production  
00:26:29 - The Potential Feudalism of the AI Age  
00:27:32 - Becoming a Key Person of Influence  
00:28:23 - The Marketer's Role in Protecting Future Value  


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Become a Key Person of Influence in your business  We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI).
Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discusses the shift from functionality to vitality in the modern age, where qualities like disruption, humour, and the ability to enrol others in ideas become essential.  
With engaging insights and key takeaways, this episode provides marketers and professionals valuable strategies to build their personal brand, embrace their entrepreneurial attitude, and succeed in the digital landscape.  
If you're looking to establish yourself - or one of your colleagues - as a thought leader, this episode is a must-listen.   
About Daniel Priestley Daniel Priestley is the co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia. 
Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs. 
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Daniel Priestley | Dom Hawes  
Websites: Dent Global | ScoreApp | Selbey Anderson  
Timestamped summary of this episode  00:00:03 - Introduction  
00:01:25 - The Evolution of Thought Leadership  
00:03:24 - Daniel Priestley's Background  
00:05:28 - The Inspiration Behind Key Person of Influence  
00:08:25 - Vitality vs Functionality  
00:13:19 - The concept of talent pools and personal brands  
00:14:50 - The evolving view of organizations and careers  
00:16:07 - The changing expectations of workers and the role of technology  
00:18:04 - The role of technology in shifting society and organizing ourselves  
00:27:03 - Enrolling People in New Ideas and Behaviours  
00:28:16 - Pitching to Groups for Maximum Impact  
00:29:23 - The Five P's Approach  
00:31:57 - The Power of Partnerships


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This is a show about culture and society, crisis and social media.
Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis.
Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and has recently conducted and analysis of social media’s role in the sudden and dramatic demise of Silicon Valley Bank and Credit Suisse.
In this show she shares her findings and offers practical advice and best practice, guided by the content of the peer-reviewed paper and her career’s experience to date.
About Charlotte LanderCharlotte has dedicated over 15 years to digital marketing, working with large global corporates, CEOs, and top consultancies along the way.
She's data-driven and loves applying insights, strategy, and creativity to achieve business goals. She currently leads the social team that oversees the bank's global social media strategy and accounts, and employee advocacy programme.
LinksFull show notes: Unicorny.co.uk
Report: Find it on LinkedIn here
LinkedIn: Charlotte Lander | Dom Hawes
Website: Standard Chartered | Selbey Anderson
Timestamped summary of this episode00:00:03 - Introduction
00:02:26 – How marketing has changed in recent years
00:05:03 - Marketing and culture
00:06:19 - Silicon Valley Bank
00:08:30 - Missed opportunities
00:13:38 - Importance of senior leadership in reputation management
00:15:51 - Takeaways for reputation management
00:17:47 - The value of a brand in business
00:19:59 - Importance of social media in building trust
00:28:57 - Escalation paths
00:30:25 - Engaging stakeholders
00:32:26 - Reacting in real-time and determining response
00:35:13 - Measuring trust
00:43:18 – The importance of risk assessment and planning
00:43:57 – What went wrong at SVB?


This podcast uses the following third-party services for analysis:

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In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”.
That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn.
But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat.
In this episode. Scott talks about people and process while explaining how an agile approach to marketing can increase effectiveness and consume fewer resources. That should be music to your ears.
About With 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.
Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.
Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’. 
Links Full show notes: Unicorny.co.uk 
LinkedIn: Scott Stockwell| Dom Hawes 
Websites: IBM| Selbey Anderson 
Timestamped summary of this episode00:00:03 - Introduction to the Podcast and Guest  
00:01:09 - The Challenge of Doing More with Less  
00:03:31 - Scott's Experience with Agile Marketing  
00:04:39 - Introduction to Design Thinking  
00:06:45 - Importance of Feedback and Self-Organized Teams  
00:13:29 - The Importance of Agile Marketing  
00:14:38 - Agile Methodology Exercise  
00:17:17 - Agile Marketing in the Context of Economic Challenges  
00:18:26 - Customer Focus in Agile Marketing  
00:19:48 - Learning Agile Marketing  
00:27:32 - Introduction to MoSCoW Framework  
00:28:11 - Importance of Must Do  
00:29:25 - Saying No in Agile  
00:31:06 - Stand-ups in Agile  
00:32:06 - Importance of Retrospectives  
 00:33:49 – How Agile Can Help With Our New Way of Working 


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In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata.
The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation.
Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmental impact of AI.
If you're interested in learning about the benefits and challenges of AI, as well as its potential impact on society, this episode is a must-listen. So, grab your earbuds and get ready to learn!
This episode is sponsored by Selbey Anderson.
About Steven Millman 
Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout my career I have had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. I am presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where I lead a team of over 100 researchers and data scientists. I am a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF. 
Links 
Full show notes: Unicorny.co.uk 
LinkedIn: Steven Millman | Dom Hawes 
Websites: Dynata |
Timestamped summary of this episode 
00:01:23 - Cutting Edge Applications  
00:04:13 - What is a Walled Garden?  
00:08:12 - Benefits of Walled Gardens  
00:10:56 - Leveraging AI Applications  
00:13:51 - The Importance of Data Ownership and Walled Gardens  
00:14:46 - Practical Applications of AI in Marketing  
00:18:39 - AI for Optimizing Customer Revenue Conversions  
00:19:45 - DriverTagsTM and Emotional Response  
00:23:02 - AI in Predictive Analytics and Marketing Automation  
00:27:36 - Privacy and Ethical Considerations  
00:28:05 - DevOps Approach  
00:28:49 - Celebrating Progress  
00:29:23 - Future Trends  
00:33:15 - Regulation and Transparency  
00:36:15 – Further thinking 


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The B2B NBT: Marketing Transformation In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.
Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.
Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.
Andrea outlines some of the risks that come with centralisation and decentralisation, including brand strategy dilution, and the importance of balance, transparent communication, and trust-building within the team.
She also offers her perspective on AI's role in marketing and the need for its careful integration with human expertise.
Andrea’s a very, very well-known speaker in B2B marketing circles. Listen in, you’ll soon realise why.
About Andrea Clatworthy Andrea has over 30 years of international B2B marketing, in Tech, and more recently at Fujitsu where she has successfully introduced, evangelised, coached, mentored and drove 1:1 ABM from a country strategic approach, to region, then globally.  Now that ABM is core to the marketing strategy and business as usual, Andrea has pivoted to looking after marketing transformation in the Europe region, the largest region outside of the Japan HQ and domestic market. She is award winning, industry-acknowledged as an innovator, and a regular judge for B2B marketing awards 
Links Full show notes: Unicorny.co.uk 
LinkedIn: Andrea Clatworthy| Dom Hawes 
Websites: Fujitsu| Selbey Anderson 
 
Timestamped summary of this episode 
00:00:03 - Introduction 
00:01:17 - ABM as Business as Usual 
00:02:18 - Transition to a Transformation Role 
00:04:31 - Centralisation vs. Decentralisation 
00:05:02 - Changes in B2B Marketing 
00:13:54 - The Challenges of Decentralisation 
00:16:14 - Shadow Marketing 
00:18:09 - Transformation and Improved Performance 
00:19:41 - Internal Improvement and Psychological Safety 
00:22:59 - Enabling Change and Consistency 
00:27:05 - The Role of Humans and AI in Marketing 
00:27:26 - The Transformation Journey in Marketing 
00:28:48 - The Ownership of Customer Success 
00:29:58 - The Future of Marketing and Agencies 
00:30:36 - Steps for Marketing Transformation


This podcast uses the following third-party services for analysis:

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