In this episode, Steve and David dive into the power of small habits and mindset shifts that boost both personal well-being and business growth.

In the "Person" segment, they share the story behind Steve's fitness journey, emphasising how physical health influences mental resilience and the importance of a supportive environment.

The "Principles" segment explores how preemptive steps—whether in marketing or fitness—help navigate life's challenges and build strong foundations for future success.

The "Problem" segment highlights the crucial role of accountability buddies in maintaining discipline, whether in marketing strategies or fitness routines.

Finally, in "Perspicacity," they revisit the iconic Australian "Life. Be in it." campaign, discussing how its motivating spirit could be revived today with the help of AI and community encouragement. Join them for practical tips and relatable insights on creating a thriving life and business.

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Talking About Marketing podcast episode notes with timecodes

01:40 Person This segment focusses on you, the person, because we believe business is personal.
Sore But Happy – Fitness as a Foundation for Business

In this week's Person segment, Steve and David dive into the journey of physical well-being and its deeper impact on business and life. A call from vocal coach Alexandra (Ali) Lopez sparks a candid discussion about the importance of balancing work with fitness. For Steve, the journey began with a routine of walking and visits to an exercise physiologist but transformed when health concerns and a recommendation from a friend, Adelaide Techguy Richard Pascoe, led him to a more regular, enjoyable gym habit at Fitness Habitat.

The conversation focuses on the challenge of finding the right motivation for fitness amidst the constant demands of running a business. Steve shares his evolution from feeling duty-bound to exercise, to discovering the internal drive that makes early morning workouts an ingrained part of his week. He notes how small, consistent efforts—like holding a plank longer than before—are signs of improvement that make the journey worthwhile.

David reinforces the idea that busy small business owners can benefit immensely from integrating mindful physical routines. When fitness is no longer just another task but a space to connect with the body and release the mind from work stress, it becomes a source of strength, both mentally and physically. As Steve reflects, being "sore but happy" is not just a feeling—it’s a way to live and work better.

14:15 Principles This segment focusses principles you can apply in your business today.
Small Steps, Big Gains – Building Resilience in Business and Health

Steve and David extend the conversation on well-being by drawing a clear parallel between physical health and business success. The key principle they explore is preemptive action—taking small, positive steps before problems escalate, whether in your personal health or business practices. Just as maintaining a fitness routine makes future challenges easier to face, proactive marketing strategies can pave the way for smoother business growth.

David shares his perspective on how addressing potential issues early on—like tending to well-being or foundational business elements—requires fewer resources than tackling larger crises later. For Steve, committing to a consistent, manageable fitness routine is akin to a small business owner building a steady marketing practice: it’s about regular effort, gradual improvement, and staying the course even when the immediate payoff isn't obvious.

In practical terms, they emphasise the idea of dusting yourself off when things don’t go to plan. It’s not about being perfect but about consistency and forgiving setbacks. Whether it’s skipping a workout or lagging behind on marketing tasks, the principle is the same—start again, no shame or blame, and build from small successes.

20:15 Problems This segment answers questions we've received from clients or listeners.
Finding Accountability – The Power of a Buddy System

Steve reflects on a problem that often hinders people from sticking to their well-being or marketing routines: lack of accountability. For him, a crucial factor in staying committed to his fitness journey was having a buddy—Richard Pascoe—by his side. This consistent social pressure helped solidify the habit in its early, fragile days and eventually led to a more self-sustained commitment.

David builds on this by offering a broader principle: “Behave in a way that makes it easy to trust you.” Whether in fitness or business, fostering trust through accountability not only helps in forming good habits but strengthens bonds within your community. It's about showing up for yourself and others, building a sense of reliability and connection that becomes mutually beneficial over time.

The essence of a buddy system lies in having someone to help break the ice and facilitate connections, ultimately growing into a supportive community. While this kind of support doesn’t materialise overnight, having a trusted companion acts as the catalyst to unlock progress and foster the growth of strong, positive habits.

25:30 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
A Classic Health Campaign Reimagined for the Present

In this segment, Steve and David reflect on the iconic Australian "Life. Be in it." campaign, particularly focusing on the ads featuring Norm, an average bloke encouraged to find ways to stay active.

These ads emphasised simple daily activities—like flying kites or taking walks—as practical ways to boost fitness. The conversation explores whether the campaign’s messaging would still be effective today, and they argue it would be, given its positive encouragement and relatable themes. David points out how the character of Norma, who supports Norm in getting active, was progressive for its time in promoting inclusive well-being for both genders.

The discussion moves to how a modern iteration could benefit from the use of AI and gamification. Steve imagines an app that could offer tailored, context-specific activity suggestions, drawing on personal data and location to encourage physical activity, in the same light-hearted way Norm and Norma did in the original campaign. By making the experience personal and interactive, this modern Norm could break down barriers to exercise in fun, practical ways.

The segment closes with a reflection on the importance of community and support in fostering well-being habits, whether through accountability buddies or positive encouragement, reinforcing the need for motivation that is both kind and consistent.