Insights and information on the business of media, marketing, advertising and entertainment through personal conversations between senior executives and marketing executive host, E.B. Moss. From the competition in creating television, best practices in audience targeting and research, and trends in voice and audio, to outdoor, retail and everything in between: Insider interviews draw out the leaders and the lessons.
Joe Jackman Reinvents How Brands Embrace - and Thrive on - Change
Not many people – or brands -- love change as much as Joe Jackman, CEO of Jackman Reinvents. He’s advised major retailers like Staples and brands like Flow Water, B2B companies and private equity partners, on how to reinvent themselves and thrive in an ever-changing marketplace. In this 40-minute conversation with podcast host E.B. Moss, Jackman offers scores of insights – or as he says, “nuggets you can actually hang a strategy off of”. Hear how he taps into trends and embraces our very human behavior to help brands do what’s essential: evolve.
Jackman has embraced change professionally himself, moving from creative to CMO to CEO and author (“The Revisionist Mindset”). Today's pandemic environment has only compressed the need for speed to do things differently; not just in people's lives, but business. Because as Jackman says, “If you're not changing and evolving, you’re stuck. And stuck would probably be the best scenario: the more common scenario, in business terms, is you're waning or dying.”
• Learn which immutable law of marketing he adopted from Al Ries and Jack Trout to build his agency on.
• How the concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA.
• Why we need to see change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.”
• Why the status quo – especially when paired with success -- is actually a killer.
• How to navigate our Values Economy and create consumer choice "tiebreakers"
• Catch case study discussion on how Jackman helped Staples create trial stores and transformed Rexall to be the first drugstore in Canada to start offering immunizations.
Big Jackman Takeaway: “There's probably only one rule in all of this work in transformation: That you must deeply understand who your customers are and what they care about most. ...beyond function, into the world of emotion. Most marketers focus on the means. Understand what the end is.”
A Super Hero of Good Storytelling: Shaleen Desai, SVP, Warner Bros. Animation
Shaleen Desai is like a caped crusader for content. This SVP of Adult Animation is super focused on solid stories and shares how he is bringing super heroes and more to animation...and beyond. In his career of 20+ years and counting, Desai has been with NBC and Letterman, CMT, and Fox 21. He went from Jason Bateman at Aggregate to Warners Brothers Animation to iterate "Batman" and other IP. Overall, whether it's animated or audio his focus is making sure content will resonate anywhere as just good storytelling!
While Insider Interviews listeners heard from Desai in Epi 33 from a panel with host E.B. Moss for NATPE's ContentCast, in this episode 36 Desai gets to go more in-depth on how Warner Bros. Animation and Blue Ribbon Content tap top talent -- from creative development to stars behind the mics. For example, when you hear those words, "I'm Batman" in a forthcoming scripted podcast it might be spoken seriously by Winston Duke on Spotify (https://variety.com/2021/digital/news/batman-unburied-winston-duke-jason-isaacs-spotify-podcast-1235028205/ ) ... or by a campier Jeffrey Wright in a version called Batman the Audio Adventures headed to HBO Max on 9/18 (which is (who knew?!) "Batman Day"!) And of course, there's always the animated version: Batman, Caped Crusader is headed to Cartoon Network and HBO Max soon.
But Desai is focused on more than super heroes. He's also developing new approaches to content, dabbling in AI and more short digital films and podcasts through Blue Ribbon, and always working to just identify the next good story that can live, well, anywhere!
B2B Marketing Expert Ruth Stevens Rants and Recommendations
This episode could be a lesson plan on B2B Marketing because Insider Interview's guest, Ruth Stevens, has been teaching BtoB Marketing at NYU and B schools around the world. And that's in between being one of the most influential consultants in the space, per Crain's BtoB Magazine. So, when Stevens calls BS on some approaches to B2B we all better sit up and listen.
Ruth marks the "fails" AND suggests best practices that make customers sit up and listen! (Like her advice to sellers everywhere of "Don't Be a Jerk on LinkedIn", in one of her recent articles about personal and professional networking. Hint: Don't jump to the pitch. Start with the relationship building!)
Per Stevens, salespeople these days have less ability to guide a purchase or even deeply understand the needs of the buyer today since 70% of (business) buyers don't really want to talk to vendors until down the road at the stage of writing RFPs and getting sales quotes. So, educational content marketing is a huge part of the B2B marketing mix today. But what are the creative rules for good B2B marketing? Is “storytelling” or emotion as important here as it is with consumer marketing? How is the impact of that creative measured?
Listen in as she shares her expert advice with Insider Interviews podcast host E.B. Moss about how to move from BS to business. Episode 35 also addresses the need for retention marketing and even how to leverage trade shows and virtual events more effectively.
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Find out more about Ruth Stevens at https://www.ruthstevens.com and read her thought-leadership at Biznology.com.
Jennifer Grimson On Building Wealth - and a Podcast
Jennifer Grimson was brand new to the podcast space when she met E.B. Moss two years ago at the last in-person #PodcastMovement event. Fast forward and she was a guest for Epi 34 of Insider Interviews discussing her approach to marketing her now successful Micro-Empires Podcast about her path to rebuilding wealth. And, since podcasting adds such a personal touch, Grimson shares insights about her very personal story -- from twice filing for Chapter 13 (the second time at age 41 with two little kids) to having million-dollar+ in assets, to how she adopted podcasting.
In the episode, Grimson explains her three lessons of coming from nothing to financial resolution: assess, ask act -- and how her approach to be a podcaster or learning ANYTHING is to dive in: "You're going to jump in a pool with a bunch of people that are Olympic swimmers. And you're going to be in there with your floaties on, just trying to keep your head above water, but there's two things that are going to happen: Number one, you cannot be in that environment and not learn. And number two, the experts are not going to let you drown. That's true about wealthy. That's true about everybody here at Podcast Movement. People who are successful, 99.9% of the time want to help."
When it came to creating and marketing a podcast Grimson "didn't even know how to plug in the microphone. I still struggle with that portion of it. But I've never really worried about that because there're those Olympic swimmers that you can call. And I'm never going to be the best at that. What I have to offer is my experience. So that's what I wanted to focus on. What I learned was that despite the fact that there's a million podcasts very few of them are actually successful and that they are work. They're not easy. And you have to commit and be really thoughtful about who you're talking to."
That is about the best lesson one can learn when diving in to podcasting.
Does her story have a happy ending? You bet. Right down to her pro-hockey/sportscaster husband, Stu. But it's all because Grimson, who is fiercely independent, candid, and determined, keeps on swimming. Dive in. Take a listen. Be inspired.
Like it? Feel free to support the podcast at https://buymeacoffee.com/mossappeal and please spread the word -- and add a review right here on Apple!
The Business of Taking Podcasts to TV and Back: a Panel of Experts
On July 14, 2021 anyone can attend the first ever conference for the media/content industry dedicated to iterating IP from podcasting to TV and back again.
What the heck does that mean? It’s basically about how TV shows are turning into podcasts to find new audiences and podcasting content has turned into TV shows and films. Think Homeland, Dirty John, even Dirty Diana! I was asked by NATPE – the global trade association focused on the business of content - to help produce the event, so of course I made myself one of the moderators (oh, and a did a little co-hosting with actor Amy Hill (“Magnum, P.I.”)).
But I wanted my panel to feel a little more like a podcast, too -- and turned it INTO a podcast. So for this episode of Insider Interviews with E.B. Moss you'll hear mini-1:1s with major insights from big names like Steve Wilson, Chief Strategy Officer of QCode Media (formerly of Apple Podcasts), Shaleen Desai, SVP of Adult Series for Warner Brothers Animation and their Blue Ribbon Content podcast division -- about the forthcoming new podcast about Batman!, Juleyka Lantigua-Williams of Lantigua-Williams & Co., and Glynn Washington, Host/Executive Producer of Snap Judgment Studios -- home to three iTunes #1 rated podcasts. All have produced content that has "iterated" across other platforms.
The good news? If you missed the free streaming event you can at least catch this one panel from the day. You can also join https://natpe.com to watch #contentcast any time. The bad news? The audio comes right from the event so it is a little wonky, but stick with it for good insights!
THANK YOU FOR LISTENING AND SHARING THE WISE WORDS OF ALL MY GUESTS!
If you found this content helpful, and like Insider Interviews episodes, please add a review right here on Apple, share this episode, and of course feel free to “buy me a coffee!”: https://buymeacoffee.com/mossappeal
On ContentCast and Lantigua-Williams Redux!
This is a BONUS episode...Why?: I've been busy with podcasting...and TV...in producing the first-ever conference about the intersection of those platforms as cross-over IP. So many companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. So for NATPE I've been putting all the experts - and a few celebrities, too -- into panelist seats to help us all navigate this two-way-street.
So, most of this bonus is actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. Why? She is even more of a force to be reckoned with, a holder of two Masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, "Latina to Latina" just crossed the million listen mark this week. But there's more you can hear in my interview with her as part of CONTENTCAST next week!
Hear from the experts: register for free and catch this huge conference on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean?
Yes, Juleyka is one of the experts, along with Kevin Pollak to Glynn Washington...the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to...well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting? (And yes, you heard us chat around a year ago on my other podcast, "It's Quite A Living!" Keep your friends close....)
Thanks for listening...and learning... and I hope I see you at ContentCast!
A very "listenable" business podcast series
E.B.'s skill at making business topics, ideas and people interesting and - dare I say it, even entertaining - makes Insider Interviews a real unicorn in the world of business podcasts. It's incredibly hard to achieve a "this is just a casual conversation" feel when communicating sometimes challenging business concepts, and she does so with ease. Her choice of guests is also top-notch. I would recommend the series to anyone curious about "meeting" new people and learning new things that impact the worlds of business, media and marketing.
Not your standard business conversation
E.B.’s preparation for these interviews is clear. Using humor and insight, she leads unique conversations with each of her guests. They reveal more than just the usual business-speak, so you’re guaranteed to learn something new and interesting.
Always on rotation
Great conversations with fascinating people. Host E.B. Moss helps her guests bring their stories to life with her humor, intellect and undeniable passion for a wide range subjects.