Welcome to this episode of Talking About Marketing, where we’re diving into some deep and sometimes challenging themes.

First, in the Person segment, we find wisdom in Dostoevsky’s enduring quotes, unpacking how his views on self-awareness and authenticity resonate in our modern, often superficial world.

Next, in the Principles segment, we explore Hope for Cynics by Jamil Zaki, a book that navigates the line between cynicism and trust, with takeaways on how small businesses can maintain genuine connections in an increasingly sceptical society.

Moving into Problems, we tackle the trend of using AI to generate engagement on LinkedIn, questioning whether superficial comments truly foster meaningful relationships or if they’re diluting the platform’s value.

Finally, in Perspicacity, we review Fiverr’s new ad campaign that boldly claims “nobody cares” if you use AI, so long as the end result delivers—raising the question of whether transparency or results really matter most in the age of AI.

Get ready to take notes!

Talking About Marketing podcast episode notes with timecodes

01:15 Person This segment focusses on you, the person, because we believe business is personal.
Dostoevsky on Truth and Self-Understanding

In this episode's Person segment, Steve and David delve into the philosophy of Fyodor Dostoevsky, exploring some of his most powerful quotes and their relevance to both personal growth and business. From insights on self-deception to the courage required for truth-telling, they reflect on Dostoevsky’s gritty observations and how they apply in today’s world, particularly for small business owners. Steve recounts his own experiences as a theatre critic, where speaking the truth can feel more challenging—and necessary—than offering easy flattery.

The conversation deepens as they discuss Dostoevsky’s assertion that many betray themselves for nothing, often due to fear or cowardice. David and Steve relate this theme to the world of small business, encouraging entrepreneurs to push through self-doubt and put their ideas out into the world, even if it feels vulnerable. They further explore the existential need to create meaning, both in life and in business, emphasizing that a lack of purpose can lead to a trapped, cynical mindset—a struggle Dostoevsky understood deeply.

Dostoevsky’s musings about unseen prisons resonate with Steve and David’s discussion of modern technology, likening smartphones to "ankle bracelets" that keep us tethered to distractions and conformity. They observe how social media encourages surface-level thinking, deterring thoughtful expression and reinforcing a fearful, mob-driven culture. As they dissect these ideas, they advocate for a conscious approach to technology, urging listeners to resist the allure of passive consumption and embrace the challenge of carving out a meaningful, self-directed path.

13:45 Principles This segment focusses principles you can apply in your business today.
Overcoming Cynicism in Business and Life: A New Hope for Marketing

In this Principles segment, Steve and David explore insights from Hope for Cynics by Jamil Zaki, examining how cynicism impacts modern life and what small businesses can learn from it. Although Steve finds the book overly padded with anecdotes, he acknowledges Zaki’s valuable observations on the epidemic of cynicism we face today. Zaki distinguishes between ancient cynics, who were non-conformists with a belief in humanity, and modern cynics, whose outlook is shaped by mistrust and the belief that the world and people are inherently untrustworthy. This shift has infected various aspects of society, including politics and cultural discourse, leaving many feeling hopeless and isolated.

To counteract cynicism, Zaki suggests embracing scepticism rather than mistrust. While cynicism assumes the worst, scepticism prompts us to seek evidence and clarity before forming opinions. David highlights how this approach can be beneficial in small business, particularly in decision-making. Rather than succumbing to fears about economic conditions or industry trends, business owners can examine evidence, assess risks, and make informed choices. By adopting this type of clear-headed, evidence-based approach, small business owners can avoid knee-jerk reactions and build a resilient, growth-oriented mindset.

Zaki also stresses the importance of trust, noting that when we show trust in others, we often inspire them to act with integrity. Steve reflects on a marketing email he received from a company that leaned heavily into fearmongering by suggesting that neighbours might report each other’s financial misdeeds. He criticises this cynical approach to marketing, noting how it fosters mistrust rather than community. Instead, Steve and David advocate for marketing that encourages positive engagement and builds relationships, arguing that trust-based approaches create loyal, satisfied clients and a stronger, healthier brand.

25:15 Problems This segment answers questions we've received from clients or listeners.
The Problem with Inauthentic LinkedIn Engagement: When AI-Generated Comments Go Wrong

In this Problem segment, Steve and David tackle an issue that lurks beneath the surface of professional networking on LinkedIn: the rising trend of AI-generated comments as a substitute for genuine engagement. This conversation was sparked by insights from Richard Bliss of BlissPoint Consulting, shared in the Sandler Worldwide How to Succeed podcast. Bliss argues that while posting content on LinkedIn has limited reach—often only about 10% of your followers see it—commenting on others' posts, especially those of potential clients, can increase your visibility and connection opportunities. Steve and David agree with the general advice to engage thoughtfully, which they see as aligned with their long-standing approach to social selling.

However, Bliss takes his advice a step further, suggesting that if you’re unsure how to comment meaningfully on a post, you could use ChatGPT to generate ideas. This is where Steve and David find themselves at odds with Bliss’s approach. They express concern that relying on AI to craft comments can lead to inauthentic interactions that ultimately erode trust. Steve likens this practice to "comment spam," a form of hollow engagement that could harm the integrity of LinkedIn’s platform if it becomes widespread. For professionals seeking genuine connections, surface-level AI-generated comments undermine the very goal of LinkedIn—to foster meaningful professional relationships.

David underscores the potential long-term impact: if LinkedIn becomes overrun with AI-generated “gunk,” the platform risks losing its appeal as a space for serious professional engagement. In an experiment to test Bliss’s approach, Steve plans to post a comment about Bliss’s views on LinkedIn to see if Bliss engages directly or if his response bears the hallmarks of AI-generated fluff. For Steve and David, this experiment is a way to stand by their principles of authenticity while calling out the creeping problem of shallow, AI-driven commentary on professional platforms.

31:15 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
Nobody Cares (But Really, They Do): AI in Marketing and the New Fiverr Campaign

In this Perspicacity segment, Steve and David examine Fiverr’s latest ad campaign, Nobody Cares: The Musical, which playfully addresses the shifting public attitude towards AI in creative work. The ad’s catchy tune drives home a clear message: clients don’t care if you use AI as long as the final product meets their expectations. This campaign arrives at a time when many professionals, including Steve, are navigating this very issue. In his own work, Steve recalls how he excitedly explained to a client that AI was helping him expedite a project. The client’s response? A dismissive, “I actually don’t care”—highlighting the very sentiment Fiverr is capitalising on.

David observes that the ad reflects a remarkable cultural shift. Within a year, public opinion has moved from scepticism about AI to acceptance, with a focus squarely on results rather than processes. He acknowledges that while clients increasingly care less about the “how” behind a project, they remain intensely focused on the “what”—does it work? Is it high-quality? The ad, by juxtaposing a lively musical format with blunt honesty, strikes a chord by acknowledging that, ultimately, clients just want deliverables that meet their standards.

However, Steve raises a note of caution. While the ad’s message is appealing, he’s wary of using platforms like Fiverr due to concerns about quality control and security, particularly with freelancers from diverse legal jurisdictions. While Fiverr promises efficiency and skill, there’s always the risk of receiving subpar or even compromised work. For Steve and David, Fiverr’s ad brilliantly captures a modern truth, but whether it’ll win over cautious users like themselves is another question.