003 | Staying Human in an Age of Chaos with Rishad Tobaccowala | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2020-04-01T13:14:52

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The Episode in 60 Seconds

Rishad Tobaccowala has invested a lifetime understanding human connection and leading a team to influence and persuade others through Publicis Groupe, one of the largest advertising and communications companies in the world.

In his new book, Restoring the Soul of Business, he outlines how companies can learn to live in the balance between spreadsheets and stories.

He has also spent time considering the implications of a worldwide pandemic on business and leadership.

This interview delves into:

understanding your audience in a new light
the five characteristics of a successful human leader
the six words to remove from your communication
how to maximize your distributed workforce

Our Guest

Rishad Tobaccowala is the Senior Advisor to Publicis Groupe, an advertising and communications firm with 80,000 employees worldwide. Over his 37-year career, Tobaccowala has worked across almost every area of marketing including brand advertising, media, database, direct and interactive marketing. As a pioneer in digital marketing, Tobaccowala was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five Marketing Innovators. He is in the Ad Age Interactive Hall of Fame and has received a lifetime achievement silver medal award from the Chicago Ad Federation.

Rishad is also is chairman of The Tobaccowala Foundation, which helps over 10,000 people gain better access to health and education in India.

He regularly presents keynotes at industry conferences and speaks at global organizations such as Kellogg’s, IBM, Amazon, Google, and Facebook.

He is the author of Restoring the Soul of Business: Staying Human in an Age of Data.

Show Notes

Companies can be boiled down to two major components: a math component or data-driven component and the story side of business.

John Farkas on the soul of business

Technology is extremely important as an enabler, but not as a discussion point even if you are selling technology. - Rishad Tobaccowala

56% of people who work in business in America are not engaged at work. They just show up.

The Six Factors of Retaining Employees

Money
Fame
Power for the senior executives, autonomy for growing employees
Growth
Purpose and Values
Connections

What is the best word to use for your prospective customers? Customer? Consumer? Prospects? Targets? Audience? Gods?

Think about this: technology has enabled us to have god-like powers.

Your number one salesforce is not happy customers, it's your employees. Happy employees. Happy company.

The Six Words You Can't Say in Your Presentations

Personalization
Datalake
Database
Disruption
Platform
Optimization

#gibberishings

Your Customers Need You to S.A.V.E. Them

Show me a solution

Make it accessible

Give me value

Give me a great experience

How to Lead a Distributed Workforce

You have to be a leader of your team and a leader of yourself.

The Five Criteria of Successful Human Leaders

Capability
Integrity
Empathy (read more about empathy on Golden Spiral's blog)
Inspiration
Vulnerability

Meetings are not conversations. They are gatherings around a modern fireplace—the spreadsheet on a screen. A true meeting is when we look into each other's eyes and talk. Genuinely talk. - Rishad Tobaccowala

What Automattic does with their distributed workforce. [listen at 22:00]

The stronger the offline bond, the more online relationships can work. - Rishad Tobaccowala

Three Things to Consider for Your B2B Tech Company in a Time of Chaos

What is your product/pricing mix?
What are you messaging? How should you change it?
During times like this, your audience will see the true caliber of your company. What is it?

Understanding the Turd on the Table

We are in the midst of corporate, national, and personal crap. [listen more at 29:19]

How do you put Humpty Dumpty back together again? [listen at 32:45]

Golden Spiral articles on trust

Golden Spiral articles on empathy

Further episodes of Healthcare Market Matrix

Further podcasts by Golden Spiral, Shaping Technology Marketing

Website of Golden Spiral, Shaping Technology Marketing