Person

Principles

Problems

Perspicacity

Belle Baker’s thoughtful response to our previous episode on conversational power sparks a deeper exploration into the magic words that either constrain or liberate our thinking. When we default to asking “what should we do?” we’re unknowingly shutting down possibilities, but shifting to “what could we do?” opens creative floodgates.

Steve draws unexpected parallels between the French Revolution’s rebranding strategy and modern business transformation, questioning whether today’s rebrand obsessions serve customers or merely cure internal boredom.

David cuts through email protection scam sophistication with his characteristic directness, while our Perspicacity segment celebrates the raw authenticity of a 1978 Ford Falcon advertisement that put actual racing legends in harm’s way to prove a point about precision and trust.

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.
When Sorry Becomes a Linguistic Crutch

Belle Baker’s follow-up to our previous conversation about conversational power strikes at something fundamental about how we diminish our own presence through careless word choices. Her observation about women apologising for taking up space resonates beyond gender dynamics to reveal how automatically saying “sorry” for shared inconveniences robs our communications of intentionality.

But the real revelation comes through Dr Jonah Berger’s research (Magic Words) on the creative constraints hidden in plain sight. His studies demonstrate that asking “what should I do?” unconsciously narrows our thinking to a single correct answer, while “what could I do?” expands our cognitive horizon to encompass multiple possibilities.

Steve and David unpack how this linguistic shift transforms not just individual problem-solving but team dynamics, with David noting that “could” invites genuine collaboration while “should” often steamrolls over other perspectives. The implications extend beyond creativity to agency itself — when we frame challenges as having multiple potential solutions, we bring people along as co-creators rather than task-followers.

11:00 Principles This segment focusses principles you can apply in your business today.
Revolutionary Lessons in Rebranding

The French Revolution’s approach to visual identity offers surprisingly modern insights into the art of organisational transformation. Through Jacques-Louis David’s painting work and revolutionary festivals, the new republic deliberately adopted Roman aesthetics to distance itself from rejected monarchical symbols while establishing credible alternatives. As our historian notes from The Rest Is History podcast, “There is no government without rituals and without symbols” — a principle that translates directly to business rebranding efforts.

Steve and David explore how this historical example challenges contemporary rebranding approaches that often prioritise internal novelty over external necessity. Too many rebrandings emerge from organisational boredom rather than strategic imperative, forgetting that most customers experience brands as occasional “glancing blows” rather than daily encounters. The French Revolution’s success lay in combining the best cultural elements worth preserving with genuinely transformative new principles — liberty, equality, fraternity — rather than throwing everything out for the sake of change. David emphasises the crucial implementation phase: new symbols and rituals only gain meaning through consistent repetition and demonstration of improved outcomes.

19:30 Problems This segment answers questions we've received from clients or listeners.
The Sophistication of Modern Email Deception

Email protection scams have evolved beyond obvious Nigerian prince territory into convincingly professional presentations that exploit our legitimate security concerns. Steve dissects a particularly sophisticated example featuring pre-selected radio buttons, personalised details, and urgent 24-hour deadlines designed to bypass our critical thinking faculties.

The solution lies in deliberately engaging what David identifies as our slower, more analytical thinking system rather than the fast, automatic responses these scams exploit. Having trusted advisors to verify suspicious communications creates a crucial circuit breaker against social engineering attacks that increasingly target small business owners through carefully crafted authenticity.

22:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
When Advertising Had Skin in the Game

The 1978 Ford Falcon advertisement featuring six champion racing drivers standing as human targets while another driver weaves between them at over 90 kilometres per hour represents a vanished era of marketing authenticity. Allan Moffat, Colin Bond, John Goss, Dick Johnson, Ron Dixon, and Murray Carter risked their reputations and safety to demonstrate their genuine confidence in Falcon’s precision handling.

Steve and David contrast this approach with contemporary automotive advertising that prioritises surviving crashes over preventing them, reflecting our broader cultural shift from collective responsibility to individual protection. The Falcon ad’s power emerged from its inversion of modern safety messaging — rather than promising you’ll survive harming others, it demonstrated you could avoid harm entirely through superior vehicle control. Today’s cynical environment might dismiss such authentic risk-taking as special effects trickery, illustrating how our assumption that “everything’s fake news” potentially undermines genuinely meaningful demonstrations of confidence and competence.

Belle Baker&rsquo;s thoughtful response to our previous episode on conversational power sparks a deeper exploration into the magic words that either constrain or liberate our thinking. When we default to asking &ldquo;what should we do?&rdquo; we&rsquo;re unknowingly shutting down possibilities, but shifting to &ldquo;what could we do?&rdquo; opens creative floodgates.
Steve draws unexpected parallels between the French Revolution&rsquo;s rebranding strategy and modern business transformation, questioning whether today&rsquo;s rebrand obsessions serve customers or merely cure internal boredom.
David cuts through email protection scam sophistication with his characteristic directness, while our Perspicacity segment celebrates the raw authenticity of a 1978 Ford Falcon advertisement that put actual racing legends in harm&rsquo;s way to prove a point about precision and trust.
Get ready to take notes.
Talking About Marketing&nbsp;podcast episode notes with timecodes
01:00 Person&nbsp;This segment focusses on you, the person, because we believe business is personal. When Sorry Becomes a Linguistic Crutch
Belle Baker&rsquo;s follow-up to our previous conversation about conversational power strikes at something fundamental about how we diminish our own presence through careless word choices. Her observation about women apologising for taking up space resonates beyond gender dynamics to reveal how automatically saying &ldquo;sorry&rdquo; for shared inconveniences robs our communications of intentionality.
But the real revelation comes through Dr Jonah Berger&rsquo;s research (<a href="https://amzn.to/3FpwjpO">Magic Words</a>) on the creative constraints hidden in plain sight. His studies demonstrate that asking &ldquo;what should I do?&rdquo; unconsciously narrows our thinking to a single correct answer, while &ldquo;what could I do?&rdquo; expands our cognitive horizon to encompass multiple possibilities.
Steve and David unpack how this linguistic shift transforms not just individual problem-solving but team dynamics, with David noting that &ldquo;could&rdquo; invites genuine collaboration while &ldquo;should&rdquo; often steamrolls over other perspectives. The implications extend beyond creativity to agency itself &mdash; when we frame challenges as having multiple potential solutions, we bring people along as co-creators rather than task-followers.
11:00 Principles This segment focusses principles you can apply in your business today. Revolutionary Lessons in Rebranding
The French Revolution&rsquo;s approach to visual identity offers surprisingly modern insights into the art of organisational transformation. Through Jacques-Louis David&rsquo;s painting work and revolutionary festivals, the new republic deliberately adopted Roman aesthetics to distance itself from rejected monarchical symbols while establishing credible alternatives. As our historian notes from&nbsp;<a href="https://podcasts.apple.com/is/podcast/the-french-revolution-the-marseillaise-song-of-war-part-5/id1537788786?i=1000672959581">The Rest Is History podcast</a>, &ldquo;There is no government without rituals and without symbols&rdquo; &mdash; a principle that translates directly to business rebranding efforts.
Steve and David explore how this historical example challenges contemporary rebranding approaches that often prioritise internal novelty over external necessity. Too many rebrandings emerge from organisational boredom rather than strategic imperative, forgetting that most customers experience brands as occasional &ldquo;glancing blows&rdquo; rather than daily encounters. The French Revolution&rsquo;s success lay in combining the best cultural elements worth preserving with genuinely transformative new principles &mdash; liberty, equality, fraternity &mdash; rather than throwing everything out for the sake of change. David emphasises the crucial implementation phase: new symbols and rituals only gain meaning through consistent repetition and demonstration of improved outcomes.
19:30 Problems This segment answers questions we've received from clients or listeners. The Sophistication of Modern Email Deception
Email protection scams have evolved beyond obvious Nigerian prince territory into convincingly professional presentations that exploit our legitimate security concerns. Steve dissects a particularly sophisticated example featuring pre-selected radio buttons, personalised details, and urgent 24-hour deadlines designed to bypass our critical thinking faculties.
The solution lies in deliberately engaging what David identifies as our slower, more analytical thinking system rather than the fast, automatic responses these scams exploit. Having trusted advisors to verify suspicious communications creates a crucial circuit breaker against social engineering attacks that increasingly target small business owners through carefully crafted authenticity.
22:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. When Advertising Had Skin in the Game
The 1978 Ford Falcon advertisement featuring six champion racing drivers standing as human targets while another driver weaves between them at over 90 kilometres per hour represents a vanished era of marketing authenticity. Allan Moffat, Colin Bond, John Goss, Dick Johnson, Ron Dixon, and Murray Carter risked their reputations and safety to demonstrate their genuine confidence in Falcon&rsquo;s precision handling.
Steve and David contrast this approach with contemporary automotive advertising that prioritises surviving crashes over preventing them, reflecting our broader cultural shift from collective responsibility to individual protection. The Falcon ad&rsquo;s power emerged from its inversion of modern safety messaging &mdash; rather than promising you&rsquo;ll survive harming others, it demonstrated you could avoid harm entirely through superior vehicle control. Today&rsquo;s cynical environment might dismiss such authentic risk-taking as special effects trickery, illustrating how our assumption that &ldquo;everything&rsquo;s fake news&rdquo; potentially undermines genuinely meaningful demonstrations of confidence and competence.

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 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

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 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>

From the subtle tyranny of “should” versus the liberating possibilities of “could,” we discover how Jonah Berger’s linguistic research reveals why even the smallest word choices can transform both creativity and collaboration in business.