Really good episode. In a founder of a startup called Happiest Ours where you can instantly book bartenders and purchase rh exact amount of alcohol for any private event. Some of the stuff you guys talked about here applies so well. I need to spend more time thinking of this stuff.
Great episode and looking forward to buying the book ;-) This way of thinking is perfectly aligned with how great ad agencies approach briefs. The trick is often looking for the way a market's rules have settled - for no good reason - and attacking that expectation or association, or replacing with something more true to current culture or user needs, And doing all that fearlessly because provocation invites consideration and re-evaluation. The outcome often looks a bit random or irrational (often being emotion-based), but it will work better than any 'tick all the boxes' solution from the latest version of the sectoral playbook.
Totally agree. But agencies often stop at the campaign, rather than building that contrarian perspective into their business model and pricing. We didn't get into it enough on the podcast, but Value Chain Disruption is huge. Instead of differentiation and cost competition (which happen within a block of the value chain) it's better to split, merge, delegate, or reassign a step. This produces a real change in the way your industry interprets value.
@@itsmelilsteve looks like it won’t be coming on amazon due to publishing & IP issues as Alistair hinted during the interview. Amazon otherwise has a robust preorder mechanism.
@@telebiopic It will definitely be on Amazon (hi!) but we're releasing it direct from the authors earlier. We have some (subversive) reasons for doing this. You shouldn't buy a book on subversiveness from people who aren't subverting the publishing industry, after all. ;-)
@@telebiopic BTW it will be on Amazon (and many other platforms) in ebook, audio, and hardcover formats March 7. But we're doing a lot of online learning for people who've preordered direct (invite-only classes, workshops, and bonus materials.) My big beef with traditional booksellers is they disconnect an author from their community.
Really good episode. In a founder of a startup called Happiest Ours where you can instantly book bartenders and purchase rh exact amount of alcohol for any private event. Some of the stuff you guys talked about here applies so well. I need to spend more time thinking of this stuff.
I'm so watching this at least 3x. What an amazing amazing episode!!!
Thank you! Emily and I learned so much writing it.
Nikhil and Shreyas this was a fantastic interview 🎉
I love that Alistair has the CW&T Body Measure Poster ;)
Woah, sharp eye! CW&T are the best. Their folding tri-wheel scooter never saw the light of day but I got to try it and it was a blast.
Great episode and looking forward to buying the book ;-) This way of thinking is perfectly aligned with how great ad agencies approach briefs. The trick is often looking for the way a market's rules have settled - for no good reason - and attacking that expectation or association, or replacing with something more true to current culture or user needs, And doing all that fearlessly because provocation invites consideration and re-evaluation. The outcome often looks a bit random or irrational (often being emotion-based), but it will work better than any 'tick all the boxes' solution from the latest version of the sectoral playbook.
Totally agree. But agencies often stop at the campaign, rather than building that contrarian perspective into their business model and pricing. We didn't get into it enough on the podcast, but Value Chain Disruption is huge. Instead of differentiation and cost competition (which happen within a block of the value chain) it's better to split, merge, delegate, or reassign a step. This produces a real change in the way your industry interprets value.
It's worth watching twice
Why is the book not on amazon
from what I've seen it's not done yet. its in preorder :)
@@itsmelilsteve looks like it won’t be coming on amazon due to publishing & IP issues as Alistair hinted during the interview. Amazon otherwise has a robust preorder mechanism.
@@telebiopic It will definitely be on Amazon (hi!) but we're releasing it direct from the authors earlier. We have some (subversive) reasons for doing this. You shouldn't buy a book on subversiveness from people who aren't subverting the publishing industry, after all. ;-)
@@telebiopic BTW it will be on Amazon (and many other platforms) in ebook, audio, and hardcover formats March 7. But we're doing a lot of online learning for people who've preordered direct (invite-only classes, workshops, and bonus materials.) My big beef with traditional booksellers is they disconnect an author from their community.
@@itsmelilsteve It's done, for sure. Global logistics are complicated. March 7 is the current date on Amazon and other booksellers.
Why is this book not on audible?
Btw very interesting content and a lot of valuable examples. Looking forward to read/hear your book.
@@Sergio-Sanchez-com FYI I'm recording the audiobook later this month; it'll also be out as an e-book soon.
I won startupfest 2023