The Copernican Shift

How to Really Celebrate Pride Month, with Katie Martell

It's June, which means it's pride month, which means we're all being bombarded by rainbow-festooned corporate logos. But does that really help? Or is it just another exam

The Magic of Sonic Branding

We've all heard them. Those iconic sounds that tell us our computer is starting, or we're about to start binge watching Netflix. They're sometimes subtle, sometimes more

How do Your Customers Really Use Your Product?

The challenge with marketing is that we all think we know our products and services better than anyone. But do we? In today's episode we learn why we need to get out of o

Damn the Torpedoes, Full Stream Ahead

We're not always great at seeing or predicting the future, mainly because of our tendency to apply familiar (and often outdated) concepts to new ideas. We're stuck in our

Why You Need to Keep it Super Simple

Your business is too complex. That's because complexity sneaks into all of our workplaces, whether we want it to or not. It's a hidden problem that's hurting productivity

One Bowl to Rule Them All

Eating cereal can be more than just... eating cereal. For proof, look no further than Obo, makers of a bowl that transforms cereal from a meal to an experience. There's a

Six Steps to an Authentic Brand

Today we learn about marketing from everyone's favorite mentor and football coach, Ted Lasso. That's right, coach Lasso teaches us about brand authenticity, and why it's

Adventures in the Metaverse

We kick things off with energy — specifically energy companies, and how they're using social media and other modern channels to gather information and manage communicatio

Welcome to the Copernican Shift

That's right. We're now The Copernican Shift podcast (formerly the Unified-CXM Experience). And although we've changed the name, we haven't changed the format. We'll stil

The Hidden Danger of Marketing Preconceptions

Gathering customer insights is so important we're doing a second show about it. In this follow-up podcast to my discussion with Sonia Sahney, I go into more detail about

How to Gather Real Customer Insights, with Sonia Sahney

The key to being customer centric is understanding your customers. And the best way for you, as a marketer, to understand your customer is to leave the friendly confines

Why Buyer-Driven is Better Than Customer-Centric, with Ardath Albee

B2B buyers are overwhelmed. According to Gartner, 77% of B2B buyers said their latest purchase was complex or difficult. And, sadly, we're not doing enough to make the pr

Creating Your Company Narrative, with Michelle Chiantera

We all say we put the customer first, but what does that really mean? What actions are you actually taking that show the customer how important they really are? In today'

How to Be the Best Representative of Your Own Product, with Annie Wissner

Do you understand the product or service you're selling? I mean, really understand it? I'm often surprised by the number of marketers who have never actually used the pro

How to Get More Value from B2B Review Sites, with Yoli Chisholm

Review sites are probably among the first places your prospects go when researching your product or service, and yet these sites are typically an afterthought in most mar

Your Complete Guide to Analyst Relations, with Drew Tambling

We're back with our continuing Modern Marketing Plan series. Today it's all about analyst relations, a critical, yet often overlooked, part of your marketing plan. Drew T

Inside the Minds of the World's CMOs

Ever wonder what's going through the mind of a CMO? The issues they're thinking about, and the problems keeping them up at night? Resident expert Marshall Kirkpatrick won

How to Build 1:1 Customer Engagement at Scale, with Jordan Neuhauser

Jordan Neuhauser, CMO at Trulli Audio, has a passion for music that is matched only by his passion for authentic customer engagement. In today's episode Jordan and I talk

How to Become a Better Marketer

The key to success for a marketer is to always be learning. And the key to learning is to read. In today's episode I review some of my favorite marketing and advertising

Using is Believing… the 2nd Moment of Truth

Continuing our modern marketing plan series, we're looking at the 3rd Moment of Truth — the immediate reaction of a customer actually trying your product or service. It's