Can Marketing Save the Planet? It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action. Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem. In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may. In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer. For more info visit: www.canmarketingsavetheplanet.com
Episode 52: Marketing, Mindset Shifts and the Pursuit of a Purpose Upgrade, with Paul Skinner (Part 2)
il y a 2 jours
30:23“ The world doesn’t need what we do at the moment, we can’t continue the way we are. We need to adapt and look at long term need and deliver valuable solutions.” Aligned with the latest IPCC report, the message is clear on so many levels that we can’t keep doing what we do and making minor tweaks - transformational and urgent action is what’s required, and that’s going to require a collaborative approach. Timely indeed for Part 2 of our conversation with Paul Skinner, Author, Founder of MarketingKind and Agency of the Future, prior to Paul writing ‘The Purpose Upgrade - Change your business to save the world, Change the world to save your business’ - published another brilliant work, ‘Collaborative Advantage - How Collaboration Beats Competition as a Strategy for Success’. In this second part of the conversation, we explore Paul’s immense knowledge in this area, diving into competitive -v- collaborative advantage. There’s so much packed into these two 30 minute episodes, if you missed Part 1 - then we urge you to tune in… and if you loved Part 1, then dive straight into Part 2 and continue to be inspired . Follow Paul Skinner via LinkedIn Join the MarketingKind Community (we highly recommend this for all Marketers) Find out more about Paul’s books and work at Agency of the Future ________________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 52: Marketing, mindset shifts and the pursuit of a purpose upgrade, with Paul Skinner
30:09“ We need to route purpose in solving important solutions, developing meaningful solutions and reaching inclusive worthwhile outcomes that mobilise everyone we need in pursuit of that purpose.” Our interview with Paul Skinner, Author, Founder of MarketingKind and Agency of the Future, is just soooo good, we’re doing it twice! In Part 1, Paul introduces the work he’s doing - and we dive into his latest book, ‘The Purpose Upgrade - Change your business to save the world, Change the world to save your business’. Paul shares so much wisdom, we talk about how the nature of the problems humanity faces have become increasingly serious and urgent. To tackle them we can’t remain shackled in fixed thinking - “actions that gave rise to prior success, are the very things leading to tomorrow’s failures”. What’s called for is a Purpose Upgrade. And we explore, reasons why purpose has fallen short, what’s required to upgrade purpose, reflecting and thinking about the bigger problems we need to solve and what that’s really going to take. There’s so much packed into these two 30 minute episodes, Paul shares his vast wisdom, in his usual eloquent manner. Gemma and I found ourselves just nodding away, because he just makes so much sense, and is able to articulate it with a narrative and so many examples and much lived experience that inspires one to get excited about getting on board with a purpose upgrade. Paul reminds us that, “we want marketing to take responsibility for developing much bigger stories of meaning and purpose that take stakeholders to a much better place” - and that as marketers we need to remain mindful that regardless of how great the stories we tell may be, “what’s more important are the stories our stakeholders tell each other. As marketers there’s opportunity for us to curate the stories that bring positive change to all our stakeholders - so no only do we need to get better at story telling, but also, story listening, story finding, story tuning, story editing - and of course ensuring we truly live up to our stories”. Trust us… start with your Purpose Upgrade today, tune in, be inspired (and then catch Part 2 in a couple of weeks). Follow Paul Skinner via LinkedIn Join the MarketingKind Community (we highly recommend this for all Marketers) Find out more about Paul’s books and work at Agency of the Future ________________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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Episode 51: Green Claims - The Challenge of Sustainable Consumption with Oliver Bealby-Wright, Consumers International
42:10“Marketers need to get into the nitty gritty and learn about lifecyle assessments and how they are used, their limitations and their advantages, it might seem boring - but it’s really, really important.” In this episode, we’re joined by Oliver-Bealby-Wright, Lead, Consumers in the Energy System who formerly led Consumers International’s GreenCommerce project in 2022 on improving consumer sustainability information. Consumers International is a membership body with over 200 members across 100 countries, dedicated to defending the rights of consumers. Oliver shares their whole systems approach, working across critical areas - considering labelling, data, the information lifecyle alongside the product lifecycle, ecommerce and the digital environment, where digital nudging can support, but also considering the risk, greenwashing and misleading claims and the role of retailers and consumers. We cover A LOT, and Oliver shares a very comprehensive overview of the scale of the challenges, but also the scale of the opportunity. “Marketing has a big role to play in making information ‘sing’. “ All the time we bring the context back to marketing and communication, and Oliver is clear that marketing has a big part to play - but that there aren’t really any short cuts when it comes to transparency, substantiation and understanding regulation and where principles and policies are justified and where they are not. “it’s about education and upskilling - there are no short cuts.” And we couldn’t agree more. Oliver shares that sustainable consumption is a basic right of consumers and of course, whilst consumers have an important role to play towards a fair and accountable transition to net zero, so too do retailers and so we discuss their role as gatekeepers, the challenge of compliance by design and the risks and opportunity of ecommerce, micro-targeting and personalised messaging. When it comes to collaboration, there’s a need for many bodies and actors to be working cohesively to not only create coherent policies - but then to be translated into practice, no simple task given there is just so much room for interpretation. And that leads us to data, innovation and unusual partnerships. “More transparency alone is not going to get us there – it’s not going to close the intention action gap, which is even more true in online shopping environments than in person. Some folks are doing interesting things, layering information in the online environment, simplifying choices along the consumer journey to avoid information overload - because when things become too complex or there’s just too much to navigate through, people switch off . And if they switch off, they’re never going to reach the important and useful information that matters.” Trust us… there’s just so much wisdom and so many takeaways in this conversation. Listen in for yourself, tell us what you think… share your viewpoints. We love to hear what’s landed for you - or what you agree with, disagree with. Useful links: If you want to get involved in the UN One Planet Network programme Oliver mentions - see here: https://www.unep.org/explore-topics/resource-efficiency/what-we-do/one-planet-network For more about Consumers International - visit https://www.consumersinternational.org/ Connect with Oliver Bealby-Wright - https://www.linkedin.com/in/oliver-bealby-wright-56645b15a/ Finally, since recording CI published a few reports during the World Economic Forum - see below The State of Sustainability Information which assesses the critical trends and trade-offs in sustainability information provision and emerging policy solutions Action Agenda: Informing sustainable consumer choices in e-commerce which provides three strategic, collaborative actions for e-commerce platforms to improve the product sustainability information on their sites Policy Action Framework: Improving Product Sustainability Information in E-Commerce which provides a suite of cross-cutting actions for governments ________________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 50: Integrating ESG why it’s not a reporting challenge but a strategic challenge - with Professor Ioannis Ioannou
45:21“The best companies look at their ESG disclosures as a type of social contract to tell the world, why they are here, what they are trying to achieve as a business, why the world is arguably a better place because they are here. ESG disclosure is an opportunity for an organisation to show how it is creating value - financial value and non-financial value.” It was an absolute privilege to have some time talking all things ESG with Professor Ioannis Ioannou from London Business School. Ioannis through his work and research is a leading academic, consultant and leading expert around ESG integration. As the title outlines, Ioannis explained why integrating ESG is not a reporting challenge but a strategic challenge. We kick off talking about changing demands, expectations, preferences of key stakeholders - employees, customers, social movements, activists, investors - the requirement for more accountability and transparency - and how these are all major disruptions for businesses. “There is a global cost correction embedded in ESG - and it’s time to pay the bill”. What’s clear is that the ESG journey and related organisational change is far from linear and simple. What were once thought of as challenges that governments were going to take care of have fast become core business issues. As businesses are getting to grips with how they organise themselves, there needs to be room for experimentation and vulnerability. Ioannis tells us that… ‘It’s hard to identify an audience that wouldn’t care what you’re doing about ESG these days’ and talks about ESG being a catalyst in three critical areas: Operational excellence - efficiencies Strategic excellence - future proofing the organisation Cultural excellence - aligning purpose, innovation, employee engagement We talk about the importance of authentic communication and an interesting take on the ‘silver lining’ of greenwashing. And he’s clear that… “You cannot fake your way towards caring about the world.” Gemma and I were keen to unpack ESG to get clarity about where we are with it right now, is it enough and where it’s heading. And of course, the role of communication - and how organisations bring their ESG to life to connect with key stakeholders in a meaningful way that connects and engages. This is an informative and useful discussion and Ioannis shares his depth of knowledge and expertise and does an absolutely brilliant job of making an extremely complex and fast moving topic highly understandable and relatable. “ESG is very fast moving, with proposals on the table to mandate it - ESG rating and rankings are trying to capture a moving target”. Since recording the ISSB have advised that sustainability reporting alongside financial reporting is likely to be mandatory in 2024. (Link below). And we’ve shared a number of links to articles that have chimed with us and helped us navigate our thinking. It’s just filled with ESG gold - go listen. For more about Ioannis Ioannou - you will find his LBS profile, his personal website and he’s also very active on Twitter: https://www.london.edu/faculty-and-research/faculty-profiles/i/ioannou-i http://ioannou.us/ https://twitter.com/iioannoulbs Additional article links: https://www.linkedin.com/pulse/international-sustainability-standards-board-issb-upcoming-conal-love/ https://www.fca.org.uk/publications/corporate-documents/strategy-positive-change-our-esg-priorities https://www.edie.net/from-nature-restoration-to-social-equity-provision-seven-big-esg-trends-to-look-out-for-in-2023/? https://impactentrepreneur.com/esg-or-sustainability-you-choose https://plana.earth/academy/why-esg-important-companies-investors https://www.linkedin.com/pulse/climate-business-would-esg-aligned-thinking-help-wave-jordanova/ Enjoy and learn… yet again… we certainly did. #neverstoplearning
Episode 49: Purpose Disruptors - What agencies can do when agencies have agency
44:13“Incremental change isn’t going to work. It's time to move now from shallow small change to systemic change at speed.” What a way to kick off conversations with marketing pros for 2023 with not one, but three courageous pacesetters leading the way and shaking things up and shining a light on the necessary change required in the advertising industry. Lisa Merrick Lawless, Rob McFaul and Jonathan Wise, Co-Founders of Purpose Disruptors, an organisation and movement challenging the ad industry to move towards being in service of a thriving future for all. Diving into latest updates from their advertised emissions research they showcase how in 2019 advertised emissions equated to 186M tonnes and how in 2022, their recent research has seen an 11% increase in advertised emissions in UK… “The more advertising there is, the more sales, the more advertised emissions.” Findings show that all sectors however, are not equal when it comes to advertised emissions. For example, the automotive industry at only 6% ad spend, actually drives 30% of advertised emissions. Other carbon intensive categories include flying and red meat. The share the idea and radical invitation for the ad industry to come together to ask the government to ban advertising for these carbon intensive industries. “Can we accept that change requires us to stop things. If the industry can come to terms with that, then we have a great opportunity to let new possibilities come through.” From our conversation a year ago we revisit progress with regards to their Good Life citizen research and it’s exciting to hear more about their campaign around exploring what 2030 could look like, The Future 2030 campaigns and how they’re exploring business models that require transformational Horizon Three Thinking. Trust us there is so much wisdom and so many practical insights in this conversation. Far too many to summarise here in the show notes - so our advice is - tune in, you’ll be so glad you did - we guarantee you’ll have questions, feel challenged (in a good way) and be totally inspired to take action. For more about Purpose Disruptors, their research, meet ups and invitations to get involved visit www.purposedisruptors.org. And for more about The Good Life visit www.goodlife2030.earth Enjoy and learn… we certainly did . ________________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 48: Can Marketing Save the Planet? The Story So Far…
48:25“Sustainability is making marketing exciting again…” Gemma and I are used to asking the questions on our Can Marketing Save the Planet podcast - but in this episode, we were interviewed for a live ‘MarketingKind Digital Fireside’ session hosted by Caroline Taylor, sustainable marketing trailblazer and former CMO at IBM - together with the wonderful founders of Marketing Kind and a great bunch of marketers. For those of you that don’t know about MarketingKind… it’s a community of business leaders, marketers and change-makers who come together to make marketing mean more. You’ll hear us talk about why we wrote our book, what we’ve learned over the past couple of years as our work and worlds have become more embodied in driving education and awareness and necessary change within the marketing profession. What’s surprised us, disheartened us, encouraged us, what we’re teaching, how, where, why - and what’s to come. It was fun being on this side of the interview for a change - and there was lots to glean from everyone involved in this juicy conversation. Tune in - enjoy. And for more… be sure to follow, subscribe to our Can Marketing Save the Planet podcast, check out our site and stay connected here. To find out more and join the MarketingKind community - more info here: A great way to kick off our 2023 podcast - and needless to say, we’ve got plenty more fantastic guests coming up… ________________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 47: ‘Start Measuring your Marketing Carbon Impact Now’ with Jo Young, Managing Director at Unifida
29:21“If you double your marketing budget, you don’t necessarily get double the sales because of diminishing returns, but when it comes to carbon emissions, doubling your budget, may not just double but quadruple your CO2 emissions. As marketers we need to understand the impact of our plans and activities and consider a new set of priorities and KPIs.” And we couldn’t agree more… As you’ll hear in this podcast interview with Jo Young, Managing Director at Unifida, Gemma and I were keen to find out more about how their data and carbon counter is helping marketers to green their marketing by understanding the carbon impact of their planned activities. Whenever we talk about and teach Sustainable Marketing, Gemma and I always revisit the key fact that as marketers, our objectives are aligned with organisational objectives - and so when organisations are setting decarbonisation targets, it’s critical that marketers understand the responsible role they play in supporting those targets. Marketers are often managing some of the largest budgets within an organisation, and so in that endeavour, not only do we need to be considering traditional ROI, but also considering how we drive positive commercial impact to the business, whilst ensuring we’re working within the boundaries of those wider organisational targets to ensure we don’t blow the decarbonisation budget. In order to do that efficiently, we have to understand where we are and understand the carbon impact of the activities we have done and are planning - this then enables us to make informed choices, consider priorities and drives creativity and innovation in where, when, what and how we market and communicate. And this is exactly where Unifida’s Carbon Counter steps in. Jo shares with us the practicalities of their carbon counter, the research and scrutiny that’s gone into validating the resource, how it works, what it measures (above and below the line) - and shares insights with us about how marketers are starting to measure the carbon impact of marketing activities to better understand the levers they need to pull to do a better job in supporting wider organisational targets. Jo talks about the third dimension… ‘marketers need to consider cost of sale, sales and now carbon emissions’. If getting your head around how to green your marketing activity (and as you’ll hear from Jo, it’s an increasingly sought after endeavour), then tune in, take a listen to what’s possible via the tool, and explore some of the data findings Jo and her team share on their site. For more information visit https://unifida.co.uk/ - and to connect with Jo - her LinkedIn profile is here: https://www.linkedin.com/in/joyoung2/ ________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 46: ‘Speak Up Now - Marketing in times of climate crisis’ - creating credible Storylines with Author and Strategist - Wim Vermeulen
33:08Do you ask yourself as a marketer, “with all the decisions I took today, did I accelerate the transition to net zero, or slow it down? If the conclusion at the end of the day is that you slowed it down - well you really don’t want to be there. Accelerating the transition is where marketers need to be.” Wim advises that all marketers should ‘put the planet in the room’ - literally. Tune in to the third question we ask all guests in our round up - as to how this action changes everything. It’s a fantastic discussion - with loads of takeaways… we talk science, language, communication and more with Wim Vermeulen, Director of Strategy and Sustainability at Bubka, and author of ‘Speak up Now! Marketing in Times of Climate Crisis’. A book Wim felt he had to write so he could share all his learnings through the work he’s been doing with the University of Ghent around when and how climate communication is successful and when it’s not. From his research across a range of sectors reviewing the language and impact of sustainability focused storylines and campaigns - the findings show that there’s a huge credibility gap in every sector - only 9.7% of sustainable campaigns are actually credible. The fact that over 90% of people don’t believe sustainability storylines led the research team to dissect what actually does drive credibility. Wim shares 5 key drivers - and you really don’t want to miss what he has to say around these. As they are critical drivers for marketers to consider with every brief or project. Wim highlights the need to not only look at ‘supply side’, but equally urgent, the ‘demand side’, and how a conversation he had with IPCC lead author Prof. Dr. Felix Creutzig explained the need for, ‘social norming of sustainable consumption, and the global reductions that can bring.’ Addressing the ‘demand side’ is something that cannot be ignored, but as Wim explained, “in 2021, in Europe, 48% of products launched were climate friendly, but then, if you look a pricing across industries and products, the average premium for a climate friendly product is 75-85%, so that’s now a choice.” Wim goes on to explain that, “Bain calculated the average cost to decarbonise a product was less than 5% of the total cost on average”. This goes against the objective of changing behaviours as once again price becomes the default reason for purchase, demand isn’t being created for climate friendly products in the way that it should be and, profit is being placed over planet and people. Sometimes as marketers, our need to call something by a different name to make it stand out, or more impactful can actually do more harm than good, and when the need for everyone to move in the same direction is so critical, we cannot afford there to be confusion, as it slows progress. “We need to stop inventing terms. Everything has been defined by scientists. Trust the science. There are 10 key terms - defined by climate scientists, that’s the Bible - use it!” There is so much in this episode as Wim talks through some examples of organisations who are leading the way, leadership and once again the role of marketing and communications is highlighted as critical in moving us towards a more sustainable future. So, tune in and have a listen!! For more about Wim’s work, books, research and documentaries visit https://www.wimvermeulen.com/ ________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 45: Food Waste and The Sharing Economy - Driving Systemic Behaviour Change with Tessa Clarke, Co Founder and CEO - Olio
30:53“Marketers have the largest job of the lives ahead of them. They have got to drive systemic behaviour change and move us collectively from this linear extractive wasteful, entirely unsustainable model of consumption, that our whole economy and economics is currently based on, and move people over to the sustainable circular economy.” Summarising the conversation we had with Tessa is a bit of a challenge, simply because in such a short space of time, we covered sooooo much. Food waste is one of the largest problems facing humanity today – the statistics are startling. Globally a third of all food we produce - that’s over a trillion US$ of food is being thrown away every year. If food waste was a country it would be the 3rd largest source of greenhouse gas emissions. Clearly the environmental impact is devastating - landmass, manufacturing, packaging, distribution, refridgeration, landfill emitting deadly levels of methan etc etc. But there’s equally a moral and social problem around food waste - particularly at a time where, in the UK, and around the globe we’re in the grips of a cost of living crisis, with families struggling to put food on the table. Olio is focused on one very specific part of the enormous problem –and for the UK, it’s the largest problem. 50% of food waste in the UK is from food waste in the home, whilst only 2% at retail store level - so there’s much to do about educating people - but also providing people with a simple and effective solution to connect with local people and share and redistribute what would otherwise go to waste. And Olio steps into this role just perfectly. Tessa shares the latest research from Olio - showcasing that not only do people feel good to know that something has gone on to have a new life or second life with someone else - they also found that sharing creates connection, improving mental health and strengthens local communities. “Taking care of each other and supporting one another is an important part of being human”. Olio takes the best of tech and melds it with the best of humanity. (And we can personally vouch that it works, as users of the app for a while now - it’s simple and yes you do feel good about getting involved in redistributing ‘stuff’). And Olio doesn’t just work on a personal level, there’s a B2B component too - working with over 60,000 trained volunteers across the country and local retail stores to redistribute what would become food waste into the local community. It’s a win - win - win. There’s no doubt that you’ll love this entire conversation - and Tessa’s answers to our timeless 3 questions are GOLD. Our call to action to you is listen and try the app yourself visit https://olioex.com/ it truly is a game changer - (and it’s not just about food - as you’ll hear - you can share and redistribute anything you no longer need). Huge thanks to Tessa for coming on the show and sharing her wisdom and her important work and impact. Something we can all be a part of. Go do it. Rescue and redistribute here: https://olioex.com/ ______________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Episode 44: How Marketers Can Tell a True Story about Climate Change with Seth Godin
30:44“How are we (marketers) going to tell a true story about climate and our impact on the climate, so that we can change the systems in our lives, so that we tread more resiliently on the earth, and are more proud of what we are doing, and as a byproduct, build better communities with more equity and fairness?" A question we explore in-depth with the marketing legend, Seth Godin. It was an absolute pleasure talking to Seth, who really needs no introduction - entrepreneur, writer and one of the world's most famous bloggers and thinkers and more recently, coordinator and champion of 'The Carbon Almanac', a project he describes, "as the most important of his career". This conversation as you would expect is full of insight, open and honest opinion and one which left us smiling. We talk about his latest project, 'The Carbon Almanac', an incredible book created by 300 people in 41 countries as part of a volunteer based project. “It’s a source of reliable and easily understandable knowledge on climate change…that you can share to create meaningful impact.” We talk about how the project was pulled together and Seth explains, that when it come to climate change, "we need to talk about it before we can do something about, but we can't talk about it if we don't understand it'. And we couldn’t agree more - education and awareness offer the essential spark to ignite action. You’ll hear us unpack the 'tyranny of convenience' and talk climate shaming as well as delving into culture and community. And, we couldn't have a conversation with Seth without discussing the big question - ‘What is marketing?’ Seth asks some big questions such as "how are we (marketers) going to tell a true story about climate and our impact on the climate, so that we can change the systems in our lives, so that we tread more resiliently on the earth, and are more proud of what we are doing, and as a byproduct, build better communities with more equity and fairness?" And, as marketers, "how do you award status and affiliation to people who are working with you to change the system?" - Mind blown! There is so much knowledge and wisdom packed into this episode, you just need to go and listen....we know you'll enjoy it as much as we did. Huge thanks to Seth for his time and insights. Yet again, we learned so much - enjoy listening, tell us what you think - and reflect on what action it’s inspired you to take. More about The Carbon Almanac Project here - https://thecarbonalmanac.org/ and of course for Seth’s blog and words of wisdom https://www.sethgodin.com/