Episode 121 - Psychological Biases with guest Richard Shotton

Episode #123. This episode is leadership skill on empowerment – a fundamental pillar of the Whole Marketer approach in order to create a wave of successful and fulfilled marketers.  Adopting empowerment as a leadership style means building the belief and confidence in the marketers in your care; giving them the clarity, control and confidence to make decisions independently, so they can contribute to and achieve goals.  Abby’s guest expert is Ellie Norman, a trailblazing marketing leader and Chief Communication Officer at Manchester United. Prior to this, Ellie’s roles included Virgin Media and Formula 1, where she was part of the exec team who grew it’s fanbase and share price. She is also NED at The Marketing Society and a Marketing Academy Fellow.  In this episode, Ellie shares her definition of empowerment, clear communications for your team, her reflections on her own leadership style, coaching skills, benefits of empowerment and how to set the culture in a new role.  Plus her career highs and lows and advice for marketers of tomorrow.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest:  Ellie (Tory) Norman | LinkedIn   This episode is sponsored by Tracksuit  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.  Visit gotracksuit.com to start your always-on brand tracking journey.    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #122. Representation is the topic discussed in this episode, a skill for all marketers to ensure we are connecting and communicating with different people, groups and communities to truly reflect the world around us.  Joining Abby is her guest Nishma Patel Robb, Founder of Glittersphere, ex Senior Director of Brand and Reputation Marketing at Google UK. As a Founder, Speaker, Podcaster, President of WACL and fellowships with IPA and The Marketing Society, Nishma is on a mission to make our world as representative as it can be so all different types of people can be seen and accepted.  In this episode, Nishma shares her definition of representation, why it’s important, commercial benefits, social responsibility for marketers, curiosity, culture fit vs culture add, tips for discovering different people and cultures and going against the algorithm.  Plus her career highs and lows and advice for marketers of tomorrow.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest:  Nishma Patel Robb | LinkedIn   This episode is sponsored by Tracksuit  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.  Visit gotracksuit.com to start your always-on brand tracking journey.    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them.  Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with brands such as Google, Mondelez and Meta. In Richard’s latest book ‘The Illusion of Choice’ he highlights 16 and ½ key biases that influence the way we buy.  In this episode, Richard shares his definition of psychological biases, 3 reasons why knowing this helps marketers, test and control experiments with examples, and frameworks to help marketers get started.   Plus his career highs and lows and advice for marketers of tomorrow.  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest:  Richard Shotton | LinkedIn   This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market    Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.     The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #120. This episode is a leadership topic on Impact and the methodology of an impactful leader.  Creating impact is an important skill for marketers as so much of our role is about creating a positive effect and influence i.e. impact, both internally with stakeholders and externally with our markets, customers and consumers.   Abby is joined by Scott Morrison, Founder, Speaker, Author and NED. Scott is an experienced client-side and agency-side marketer at businesses including Diesel, Levi’s, Activision, W&K and Saatchi & Saatchi. As founder of The Boom, Scott works with ambitious leaders who want to create impact with pace with his Unblock, Unlock and Unleash approach to create movement and “business unusual”.  In this episode, Scott shares his definition of impactful leadership, positive disruption, boom and bust mindset, leadership fundamentals and barriers that prevent impactful leadership. Plus his career highs and lows (including an experience with Nelson Mandela) and advice for marketers of tomorrow.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Scott Morrison FRSA | LinkedIn    This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market    Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.     The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #119. Gaining buy-in is the soft skill, leadership and personal understanding topic of today’s podcast.  Gaining buy-in is a critical skill for marketers, particularly as marketing moves from a support function to one leading the long-term commercial agenda – gaining buy-in and alignment on our strategy and vision is imperative to gain support, investment and resource from the Board to bring these plans to life.  Joining Abby to discuss how marketers approach gaining buy-in is Rachael Wheatley, MD of Watertight Business Thinking. As a strategist, planner, trainer, mentor and coach with 35 years in the marketing profession, Rachael is passionate about marketing-centred business transformation.  In this episode, Rachael shares her definition of buy-in (both for the marketing function and for individuals), the 2 key challenges marketers need to overcome and finding allies. Plus Rachael’s career highs and lows and advice for marketers of tomorrow.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Rachael Wheatley | LinkedIn   This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market    Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.     The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed.  Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive.  Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards.  In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Kerttu Inkeroinen | LinkedIn This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market    Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

Episode #117. Inclusive leadership is the topic of this episode, featuring returning guest David McQueen who has recently released his book Brave Leadership: Better Decisions for Inclusive Leadership.   David is a respected international speaker, executive coach, board facilitator and podcaster, passionate about helping others to explore how best leadership can work for them and their organisations.  In this episode, David discusses important issues for inclusive leadership, awareness of who is impacted and influenced by your decisions, systemic leadership, cultural shifts and his advice for marketers.  Plus the principle of his book, written through the lens of a coach giving the reader the tools and models in order to make leadership choices.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: david mcqueen | LinkedIn  This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #116. Season 7 returns with a new topic – responsiveness AKA acting with pace. A key skill for marketers in our ever-changing industry, being able to act quickly and positively enables brands and businesses to capitalise on trends, relevancy and react to customer needs.  Abby’s guest expert is Anna Henwood, who has previously led global marketing as CMO of Les Mills International and now as CEO of Stickybeak, is passionate about giving marketers a platform for affordable, real-time feedback on their marketing activity so they can act with pace.  In this episode, Anna shares her definition of responsiveness, getting information quickly to make decisions, benefits of a responsive culture, growth mindset, and curiosity and safety to speak up.  Plus, Anna shares her experience of responding to lockdown whilst at Les Mills, her career highs and lows and her advice for marketers.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Anna Henwood | LinkedIn Stickybeak: Overview | LinkedIn Stickybeak (@stickybeak__) • Instagram photos and videos   This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #115. Marketing Effectiveness is the technical skill in this episode, exploring the importance and ability to demonstrate the impact of your marketing activity to the business.  Joining Abby – to discuss one of her favourite topics – is Dr Grace Kite, award-winning founder of data analytic consultants, Magic Numbers. Dr Grace is a speaker, Marketing Week columnist and business economist who supports and coaches marketers on what works in marketing, to help their businesses grow.  In this episode, Dr Grace shares her definition of marketing effectiveness, misunderstanding metrics and digital dashboards, categories and targeting, and research findings on what makes a great effectiveness programme. She also shares her career highs and lows and advice for marketers.  Plus, Abby and Dr Grace discuss training on marketing effectiveness and the merits of group training so that marketing teams are all speaking the same language. For further information on Whole Marketer training programmes, visit Whole Marketer Training Courses Programmes - The Whole Marketer     This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Dr Grace Kite | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #114. The personal understanding topic discussed in this episode is work/life balance, which can significantly impact our wellbeing and our sense of fulfilment in our career and lives as a whole.  A good work/life balance means having the clarity on all the things that are important in your life, then actively making the time for them, especially for the things that energise you – or fill up your cup - both inside and outside of work.   Joining Abby to discuss how you can work towards a work/life balance is Katie Martin, Head of Marketing Excellence at Innocent drinks, who has a passion for what makes people tick and is a mentor, certified with Insights Discovery and a mental health first aider.  In this episode, Katie shares how she visualises the work-life balance, harmony when things are out of your control, self-compassion, open communication in the workplace and being willing to ask for help.  Plus the work/life culture at Innocent and career highs and lows.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Katie (White) Martin | LinkedIn This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com