Person

Principles

Problems

Perspicacity

In this episode of Talking About Marketing, Steve and David begin by diving into the concept of the "wild creature mind" from Steve Biddulph's latest book, unpacking how our instincts and body signals often guide us before our logical brain catches up.

Moving into the Principles segment, they explore how this awareness can enhance confidence in professional settings, like marketing talks or networking events, by focusing on connection over cleverness.

In the Problems segment, they challenge the old adage "look after the cents and the dollars will take care of themselves," urging small business owners to step back and see the bigger picture.

Finally, in Perspicacity, they dissect H&R Block's quirky tax ad, debating the balance of humour and simplicity in advertising and its relevance to bookkeeping and other industries.

Get ready to take notes!

Talking About Marketing podcast episode notes with timecodes

01:00 Person This segment focusses on you, the person, because we believe business is personal.
Taming the Wild Creature Mind: Embracing Our Animal Instincts

In this episode, the Person segment explores the concept of the "wild creature mind," a term from Australian psychologist Steve Biddulph's latest book, Wild Creature Mind. Steve and David discuss how we've forgotten the animalistic and instinctive side of our nature, which plays a vital role in how we experience and respond to the world. By reconnecting with these instincts, often triggered by the vagus nerve, we can better understand emotions like anxiety, stress, and even joy. These bodily signals help guide us in real-time, long before our conscious mind catches up.

The segment highlights Biddulph’s findings, supported by the latest neuroscience research, which demonstrates that the right side of our brain—non-verbal and sensory—is constantly processing our surroundings. It’s not until the left side funnels these experiences into words that we make sense of them. This shift in perspective, from privileging rational thought to acknowledging physical sensations, can recalibrate how we navigate everything from personal wellbeing to professional interactions.

For small business owners, the takeaway is clear: rather than relying solely on clever words or polished marketing, true connection is forged when we are fully present in our body, comfortable in our surroundings, and responsive to others. Trusting these instincts allows us to operate more effectively and authentically in both business and life.

12:00 Principles This segment focusses principles you can apply in your business today.
From Wild Creatures to Bookkeepers: Connecting Emotion to Value

In this episode's Principles segment, Steve reflects on a recent speaking engagement at the Polaris Centre, where he presented on the "Magic of Marketing." Despite being in a room full of strangers, Steve applied insights from Wild Creature Mind, remaining comfortable by focusing on providing genuine value rather than performing. This shift helped him stay grounded and centred, leading to meaningful connections.

After the talk, two interesting questions arose, which Steve and David use to illustrate important marketing principles. The first question focused on the number of Instagram followers, highlighting the misconception that vanity metrics like follower counts are the key to success. Steve and David stress that engagement is far more important, as it indicates genuine connection and impact—essential for building trust and driving results.

The second question came from a bookkeeper unsure how to make her services seem interesting. Steve's advice reframed her value: rather than focusing on the dry details of bookkeeping, she should emphasise how she lifts the emotional burden from her clients, transforming from a mundane service provider into a hero who delivers peace of mind. By understanding the emotional and physical experience of her clients, the bookkeeper can communicate her value more powerfully and effectively.

18:00 Problems This segment answers questions we've received from clients or listeners.
Looking After the Future, Not Just the Cents

In the Problem segment, Steve and David dive into a common business misconception: focusing too much on the small details while neglecting the bigger picture. Drawing from the old adage, "Look after the cents and the dollars will look after themselves," Steve questions whether this mindset still holds true in modern business. David firmly disagrees, explaining that focusing exclusively on the "cents"—the minor day-to-day details—can lead to missing bigger opportunities and changes in the market.

David highlights that while paying attention to detail is important, it's equally critical to regularly lift your head and assess the broader business landscape. Small refinements only help if you're adjusting to the changing world around you. He argues that if you focus solely on the present, you're at risk of being unprepared for future changes, market shifts, or potential opportunities.

To avoid this trap, David advises business owners to carve out time to reflect on where their industry is heading and how they want their business to grow. Even setting aside just an hour a month to consider future trends and opportunities can lead to significant improvements, helping businesses stay adaptable and making future planning much easier.

21:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
Greed, Comedy, and the Quick Fix

In this Perspicacity segment, Steve and David delve into the world of advertising and accountants, highlighting how some firms, like H&R Block, use humour and simplicity to sell their services. The well-known tax company employs a comedic approach to push its "instant refund" service, using an ad that blends absurd situations with the basic human desire to get money quickly. Steve notes that the ad taps directly into our gut instinct: we want the money, and we want it now.

David, however, critiques the ad for its lack of explanation. While the message of getting the pain out of the way quickly resonates, the comedy element feels offbeat rather than genuinely funny. He suggests that adding a playful nod to the boring nature of the task—such as referencing the infamous "blah blah blah"—might improve the comedic value while keeping the ad relatable.

For businesses like bookkeeping, David notes that a similar approach could work. Instead of focusing on the technical details, an ad could target the pain point of dealing with finances and offer a simple solution with a touch of humour. Whether it's "blah blah blah" or a playful jab at how boring bookkeeping is, the goal is to focus on relieving the client's pain, which will resonate deeply.

In this episode of Talking About Marketing, Steve and David begin by diving into the concept of the "wild creature mind" from Steve Biddulph's latest book, unpacking how our instincts and body signals often guide us before our logical brain catches up.
Moving into the Principles segment, they explore how this awareness can enhance confidence in professional settings, like marketing talks or networking events, by focusing on connection over cleverness.
In the Problems segment, they challenge the old adage "look after the cents and the dollars will take care of themselves," urging small business owners to step back and see the bigger picture.
Finally, in Perspicacity, they dissect H&amp;R Block's quirky tax ad, debating the balance of humour and simplicity in advertising and its relevance to bookkeeping and other industries.
Get ready to take notes!
Talking About Marketing podcast episode notes with timecodes
01:00 Person This segment focusses on you, the person, because we believe business is personal. Taming the Wild Creature Mind: Embracing Our Animal Instincts
In this episode, the Person segment explores the concept of the "wild creature mind," a term from Australian psychologist Steve Biddulph's latest book, <a href="https://amzn.to/3A2g92Z">Wild Creature Mind</a>. Steve and David discuss how we've forgotten the animalistic and instinctive side of our nature, which plays a vital role in how we experience and respond to the world. By reconnecting with these instincts, often triggered by the vagus nerve, we can better understand emotions like anxiety, stress, and even joy. These bodily signals help guide us in real-time, long before our conscious mind catches up.
The segment highlights Biddulph’s findings, supported by the latest neuroscience research, which demonstrates that the right side of our brain—non-verbal and sensory—is constantly processing our surroundings. It’s not until the left side funnels these experiences into words that we make sense of them. This shift in perspective, from privileging rational thought to acknowledging physical sensations, can recalibrate how we navigate everything from personal wellbeing to professional interactions.
For small business owners, the takeaway is clear: rather than relying solely on clever words or polished marketing, true connection is forged when we are fully present in our body, comfortable in our surroundings, and responsive to others. Trusting these instincts allows us to operate more effectively and authentically in both business and life.
12:00 Principles This segment focusses principles you can apply in your business today. From Wild Creatures to Bookkeepers: Connecting Emotion to Value
In this episode's Principles segment, Steve reflects on a recent speaking engagement at the Polaris Centre, where he presented on the "Magic of Marketing." Despite being in a room full of strangers, Steve applied insights from Wild Creature Mind, remaining comfortable by focusing on providing genuine value rather than performing. This shift helped him stay grounded and centred, leading to meaningful connections.
After the talk, two interesting questions arose, which Steve and David use to illustrate important marketing principles. The first question focused on the number of Instagram followers, highlighting the misconception that vanity metrics like follower counts are the key to success. Steve and David stress that engagement is far more important, as it indicates genuine connection and impact—essential for building trust and driving results.
The second question came from a bookkeeper unsure how to make her services seem interesting. Steve's advice reframed her value: rather than focusing on the dry details of bookkeeping, she should emphasise how she lifts the emotional burden from her clients, transforming from a mundane service provider into a hero who delivers peace of mind. By understanding the emotional and physical experience of her clients, the bookkeeper can communicate her value more powerfully and effectively.
18:00 Problems This segment answers questions we've received from clients or listeners. Looking After the Future, Not Just the Cents
In the Problem segment, Steve and David dive into a common business misconception: focusing too much on the small details while neglecting the bigger picture. Drawing from the old adage, "Look after the cents and the dollars will look after themselves," Steve questions whether this mindset still holds true in modern business. David firmly disagrees, explaining that focusing exclusively on the "cents"—the minor day-to-day details—can lead to missing bigger opportunities and changes in the market.
David highlights that while paying attention to detail is important, it's equally critical to regularly lift your head and assess the broader business landscape. Small refinements only help if you're adjusting to the changing world around you. He argues that if you focus solely on the present, you're at risk of being unprepared for future changes, market shifts, or potential opportunities.
To avoid this trap, David advises business owners to carve out time to reflect on where their industry is heading and how they want their business to grow. Even setting aside just an hour a month to consider future trends and opportunities can lead to significant improvements, helping businesses stay adaptable and making future planning much easier.
21:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Greed, Comedy, and the Quick Fix
In this Perspicacity segment, Steve and David delve into the world of advertising and accountants, highlighting how some firms, like H&amp;R Block, use humour and simplicity to sell their services. The well-known tax company employs a comedic approach to push its "instant refund" service, using an ad that blends absurd situations with the basic human desire to get money quickly. Steve notes that the ad taps directly into our gut instinct: we want the money, and we want it now.
David, however, critiques the ad for its lack of explanation. While the message of getting the pain out of the way quickly resonates, the comedy element feels offbeat rather than genuinely funny. He suggests that adding a playful nod to the boring nature of the task—such as referencing the infamous "blah blah blah"—might improve the comedic value while keeping the ad relatable.
For businesses like bookkeeping, David notes that a similar approach could work. Instead of focusing on the technical details, an ad could target the pain point of dealing with finances and offer a simple solution with a touch of humour. Whether it's "blah blah blah" or a playful jab at how boring bookkeeping is, the goal is to focus on relieving the client's pain, which will resonate deeply.

Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming.

Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity.
Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde
Principles. You can never be overdressed or overeducated. - Oscar Wilde
Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde
Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde

Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business.

We welcome your comments and feedback via podcast@talkedaboutmarketing.com

The only thing worse than being talked about, is not being talked about...

Talking About Marketing

Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming.

Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity.
Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde
Principles. You can never be overdressed or overeducated. - Oscar Wilde
Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde
Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde

Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business.

We welcome your comments and feedback via podcast@talkedaboutmarketing.com

<a href="https://talkedaboutmarketing.com/podcast/">Talking About Marketing</a> is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming.
Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity.
<ol>
<li>Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde</li>
<li>Principles. You can never be overdressed or overeducated. - Oscar Wilde</li>
<li>Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde</li>
<li>Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde</li>
</ol>
Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business.
We welcome your comments and feedback via <a href="mailto:podcast@talkedaboutmarketing.com">podcast@talkedaboutmarketing.com</a>

In this episode, Steve and David explore the deep connection between our instinctual, animalistic "wild creature mind" and how it impacts our personal well-being and professional life, and discuss the importance of balancing clever marketing with genuine connection.

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