• Adam Woods

On the Shoulders of Giants

Updated: Jul 12



I make no secret of the fact that I think marketing in Australia is terrible. There are some notable and brilliant exceptions (like the work of Brent Smart and his team at IAG for instance), but for the most part we’re bad at it.


But here’s the good news:


1. It need not be that way.

2. For determined marketers, the opportunity is enormous.


All we have to do is be prepared to learn. And I’m not talking about doing a Harvard MBA or enrolling at the Australian Institute of Marketing. I’m not even talking about going to an ADMA conference.


No… so much invaluable information is already out there and available for next to nothing.


For example, if you want to know about the psychology of consumers, then read, ‘Alchemy’, by Rory Sutherland. If you want to start thinking seriously about strategy, then read Roger Martin’s Medium blog, ‘Playing to Win’. If you want the seminal text on marketing and how to grow your brand, read Professor Byron Sharp’s, ‘How Brands Grow’. If you want to learn about marketing effectiveness, read Les Binet and Peter Field. Read their tweets. Follow them on LinkedIn. Watch them on YouTube.


All of the above is either free or costs less than $30.


You see, here’s the secret. The work has been done. The roadmap created. The experts are openly giving you the results of decades and decades of experience and wisdom.


It’s all right there, you just need to grab it.


There is no shame in stealing from these giants of marketing. Absorbing their content like a sponge does not make you derivative. Or a fraud. Quite the opposite.


Two words of warning though:


1. Make sure you’re learning from the best. There are a lot of charlatans out there so make sure you stand on the shoulders of giants - not leprechauns.


2. Always try to test theories and ideas. In business and marketing, the variables are vast and the answer to most questions is, ‘It depends’. Don’t take everything at face value.


But if you start with the lessons handed down from the very best (some mentioned above), you’re putting your business in the best place to succeed.


So make today the day you decide to become a world-class marketer.


And for business owners out there who would like assistance in turning marketing wisdom into business growth… well, that's why people like me exist. I would love the chance to talk to you about some of the ideas and concepts, created by giants, that could positively change your business in ways you didn’t think possible. So give me a shout.


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