
47 episodes

The Sleeping Barber - A Business and Marketing Podcast Sleeping Barber
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- Business
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5.0 • 5 Ratings
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Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros.
The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes.
In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.
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SBP 046: Shattering Myths About High-Performance Leadership with Eddie Obeng
Boy, do we have a treat for you today!
On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School.
Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more!
This episode is a wild, and the energy levels are off the charts. Consider yourself warned.
Enjoy the show!
Our Guest
Dr. Eddie Obeng
CEO & Learning Director of the Pentacle Virtual Business School
MetaVerse Pioneer, Software Developer
Ambassador for the Association of Project Management
Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship
Author & TEDtalks alum & in-demand speaker
Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/
Qube.cc: https://home.qube.cc/
Our Hosts:
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/
Links & Research:
TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I
Eddie’s Website & Books: https://www.eddieobeng.com/
HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work
McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture
5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE
Timestamps
0:44 - Introduction to Eddie Obeng
3:07 - Why Eddie started an online consulting metaverse 30 years ago
7:09 - Why remote work failed
9:41 - What happens when the pace of change is faster than our ability to learn?
16:56 - Policies and processes run irrespective of reality
20:10 - 3 rules to consider when trying to keep up with change
23:20 - What do high-performance organizations do in a world with excessive amounts of data
26:55 - Modern high-performance cultures don’t look back, they look forward
28:52 - Why organizations need weirdos but don’t have any
30:44 - How leaders can harness innovation by converting normal staff into productive weirdos
35:19 - The collaboration lessons we missed during WFH remote work
41:14 - Why is it hard for existing companies to become high-performance organizations
44:03 - Why corporate purpose is about orienting toward a customer, not ESG
47:29 - Success with diversity also depends on creating new ways to function
52:13 - The tooth fairy story: how KPIs can lead to bad behaviours
56:22 - AI - everyone is doing it but they don’t know why
1:01:08 - The 3-phase approach for transforming into high-performance organizations
1:05:24 - Find out more about Eddie
1:06:52 - The problem with “saving the planet”
1:07:42 - 5 methods for figuring out what’s not real aka “the truth”
1:12:43 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber -
SBP 045: The Barber's Brief - November 16, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
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/
In the news
Marketing Week - Mark Ritson Effectiveness:
American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin.
Search Engine Land - Barry Schwartz:
Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected.
Marketing Letters - Brand Growth Potential:
Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category.
Marketing Dive - Coca-Cola's AI Activation:
Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13.
The Drum - Huge Bets on Productization Model:
Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally.
Marketing Dive - Google's Generative AI Features:
Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive.
FastCompany - IDEO's Restructuring:
Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential.
Marketing Highlight: Oreo Case Study
As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers.
The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia.
Results:
93% Global Presence: Oreo has solidified its footprint on a global scale.
8% CRP Growth: Demonstrating sustained consumer relevance and engagement.
26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy.
+1 Global Rank Position: Reflecting Oreo's ascending position in the global market.
Ad of the week
https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s
Coming up next week:
Eddie Obeng - Building High Performance Organi -
SBP 044: NPS Exposed - What Does It Really Measure? With Prof. John Dawes.
Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry.
However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction.
In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws.
Our Guest
Webpage: https://johndawes.info/
LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/
Our Hosts:
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/
Links & Research:
HBR - The One Number You Need to Grow
https://hbr.org/2003/12/the-one-number-you-need-to-grow
HBR - Where NPS Goes Wrong
https://hbr.org/2019/10/where-net-promoter-score-goes-wrong
Qualtrics - THe Ultimate Guide to NPS
https://www.qualtrics.com/experience-management/customer/net-promoter-score/
Int. Journal of Market Research: NPS - What Should Managers Know?
https://journals.sagepub.com/doi/10.1177/14707853231195003
A longitudinal Examination of NPS and Firm Revenue Growth
https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth
Byron Sharp - NPS does not predict growth
https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/
Fred Reichheld - The Ultimate Question 2.0
https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1
Why NPS is a bad tool and what to use instead
https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/
Brand Growth Potential
https://link.springer.com/article/10.1007/s11002-023-09682-7
How Brands Grow
https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560
Timestamps
0:44 - Intro to John Dawes
2:24 - What NPS is and how it’s measured.
3:50 - Why NPS benefits from extreme scoring
5:48 - The downside of the NPS scoring method
8:38 - Why 66% of Fortune 500 companies use NPS
10:40 - The false promise of high NPS scores
13:44 - The trouble with NPS-based incentives
16:46 - The disconnect between NPS scores and business performance
19:30 - The challenges of NPS with growing vs established brands
21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth
26:02 - Are NPS detractors actually bad?
29:50 - Is NPS a superior metric to CSAT scores for predicting growth?
33:17 - What is NPS good for & what to ask instead
37:56 - Can Google Reviews replace NPS?
39:25 - Metrics better than NPS for predicting growth
42:53 - Can we put the NPS genie back into the bottle?
46:47 - If not NPS for growth, then what?
49:32 - 50 years of brand performance disproves loyalty as a growth driver
52:19 - How to find out more about John
54:01 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber -
SBP 043: The Barber's Brief - November 2, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
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/
In the News:
Unilever promotes internally to appoint new top marketer.
Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/
What B2Bs Need to Know About Their Buyers.
Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers
Nestle promises an across-the-board increase in marketing spend.
Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/
Synthetic data is suddenly making very real ripples - Mark Ritson
Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/
Amazon upgrades ad suite with new data clean room, AI image generator
Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/
Unilever thinks purpose is pointless for some brands
Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/
The Marketing Moment:
ZGM: AB is Calling
Background
In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.
Challenges
Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.
Strategy
Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.
Lead with The Cost of Living targeting Toronto & Vancouver
Execution
Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities
Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper
Results
AB had the biggest positive net migration from other provinces
Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.
Ad of the Week
The King & The Viking - Beats by Dre
The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.
In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.
AD Link: https://youtu.be/EuUXiJW2HjY
© 2023 Sleeping Barber -
SBP 042: Preparing for a Successful Q4 with Samantha Kelley
Right on time for the final sprint!
Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.
This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.
Enjoy the show.
Our Guest
Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/
Touché!: https://www.touchemedia.com/en/
Our Hosts:
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/
Podcast Literature:
Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/
Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think
The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/
Timestamps
0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group
3:12 - Q4 has become more of a marathon than the sprint it used to be
4:10 - Shopping habits of consumers
6:45 - How media consumption habits are affecting media buyers
7:56 - Applying viewer attention to ad platform impressions
9:16 - The impact of viewer attention on the measurement of long v. short term activations
11:03 - Pandemic and Inflationary affects on consumer shopping behaviour
13:55 - SportChek case study
16:50 - AI-based tech to build ad creative and increase speed to market
18:30 - Ad units to leverage in Q4
19:52 - The growing opportunity with Retail Media Networks (RMNs)
23:24 - How media buyers can integrate RMNs with brand s
25:05 - Splitting media budget between brand with activation ads in Q4
26:15 - Advice for winning Q4
28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media
30:53 - Audio placements: radio and podcast opportunities
32:22 - Media Mix Modeling and optimization of media spend
34:00 - The rule of thumb for splitting budget between media and creative
35:07 - Balancing reach with personalization
36:30 - Reaching loyal versus light customers
38:20 - Tips for small and medium-sized businesses
40:10 - Setting budgets for the holiday season & the Markov curve
42:44 - How to maximize ROI during the cyber 5
44:41 - Should companies hide online products to steer people into a store?
48:22 - Why retailers shouldn’t force customers into a sales channel
50:37 - Marketing metrics to focus on
54:04 - Why measurement is a big challenge
55:43 - Incrementality is the game, not ROAS or ROI
58:14 - Things to avoid in Q4
59:40 - Post-pod with V and Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber -
SBP 041: The Barber's Brief - October 19, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts
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/
In the News:
Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:
https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose
Source: Fast Company
‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.
https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/
Source: Marketing Week
Marketing enters its Taylor Swift era: Here’s what the numbers say!
https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/
Source: Marketing Dive
AD Platforms are Dropping New Toys for the Holidays
https://marketingnewscanada.com/news/new-toys-from-meta-pinterest
Source: Marketing News Canada
Canadian Survey of Consumer Expectations—Third Quarter of 2023
https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/
Source: Bank of Canada
Ads don’t wear out, Only marketers do
https://www.marketingweek.com/consumers-tired-ads-marketers/
Source: Marketing Week
The Marketing Moment
Sprite: Heat Happens, Stay Cool.
Literature links:
Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat
Ogilvy: https://www.ogilvy.com/work/heat-happens
Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5
Ad of the Week
Cadbury - Garage
https://www.youtube.com/watch?v=JHEJfRnWyBM
© 2023 Sleeping Barber
Customer Reviews
Great podcast!
Tons of tips and guidance on marketing and branding; highly recommended
Actionable insight, honest candor
One of the best marketing podcasts - not only for the amazing guests, perspectives, and ideas, but for the honesty and transparency which isn’t found anywhere else. A must to listen to - and share with colleagues.
People who believe in max shareholder value believe storks deliver babies.
Top of my podcast list! A marketing podcast that informs and, with career-changing guests, takes you on a journey that reminds you why you went into marketing; inspiring and entertaining.