Standing on the shoulders of giants

I’ve been working in B2B marketing for a long time. In several industries and across lots of countries. Over the years I’ve learned lots of helpful marketing tricks the hard way. Such as words that are likely to provoke physical violence in a Board meeting, or how to

avoid pissing off Iceland’s Internet officials (more on those another time). As my blog grows I’ll share as many of those tricks as I can remember.

I’ve also learned lots of tricks and tips from true legends of the worlds of marketing, branding, advertising and business – either in person or by preening over their advice and teachings. I’ll be sharing those nuggets on this blog too. Whenever I can remember who I specifically learned each thing from, I’ll say so. Whenever I can’t, I hope you’ll forgive me. I promise I’m not trying to pass off other peoples’ thought leadership as my own – I just thought it might be helpful to bring some of it together in one place. (‘Curation’ is one of the marketing buzzwords du jour, after all).

Why should anyone care?

The way I look at it, if you’re metaphorically stuck in a very tall marketing maze, or in the deep, dark lead generation wood, and you can’t see the best way forward – you’d be daft not to stand on the shoulder of a giant to get a better view. But don’t just take my word for it… As one of my heroes, Sir Isaac Newton, once affirmed: “If I have seen further, it is by standing on the shoulder of giants“.

The usual suspects

By the way, if I can’t attribute a specific piece of wisdom to a specific wise person, the chances are that it will have come from one of the following legends – all of whom I follow and am both influenced and inspired by. In no particular order…

  • Bill Bernbach
  • Dave Trott
  • Professor Byron Sharp
  • Professor Mark Ritson
  • David Ogilvy
  • David Abbott
  • Richard Shotton
  • Rory Sutherland
  • Andy Maslen
  • Bob Hoffman
  • Luke Sullivan
  • Doug Kessler
  • Sir Alan Sugar
  • Professor Brian Cox
  • David Taylor at the Brandgym
  • Nick Entwistle at One Minute Briefs
  • Richard H Thaler
  • Al Ries & Jack Trout
  • Les Binet & Peter Field
  • Dr Robert Cialdini
  • Whomever is responsible for Innocent’s tone of voice

I also wanted to provide a special shout out to Joel Harrison, Vikki Ross, Ryan Wallman, Ash Coleman-Smith, Neil Templeton, Andy Booth, Andy Rawnsley, Rob Gubas, Dave Stevens, Jonny Webster, Dominic de Mariveles and all my fellow OMBLES and Business Marketing Club chums. An amazing bunch of people that I’ve learned a stack from, that have made me smile, that have made me pause for thought, and that I admire very much.


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