Bits about Books

Bizcast: Mark Schaefer on his book, “Audacious”, in conversation with Subhanjan Sarkar

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Mark Schaefer is a globally-recognised author, keynote speaker, futurist, and business consultant who blogs at {grow} — one of the top five marketing blogs in the world. He teaches graduate marketing classes at Rutgers University and has written 10 best-selling books. Mark’s many global clients include Pfizer, Cisco, Dell, Adidas, and the US Air Force. He has been a keynote speaker at prestigious events worldwide, including SXSW, Marketing Summit Tokyo, and the Institute for International and European Affairs. Mark has appeared as a guest on media channels such as CNN, The Wall Street Journal, The New York Times, and CBS News. Mark studied for three years under the legendary Peter Drucker and has several patents to his name. 

Mark Schaefer
Audacious
  • Mark Schaefer points out that today, there is a surfeit of content, and it is very difficult to stand out. Every organisation, as well as individual, has the desire to be heard. But it has become extremely difficult to do so because content is not a vovelty anymore. AI has added to the speed and volume of generation. In such a situation, marketers have to be bold with their content, ideas and communication. They cannot afford to build on previous ideas- rather, they must break away and create entirely new ideas. 
  • Marketing is a narrative that involves three key factors- the story itself, where you tell it and who tells it. If you disrupt one of those three elements, you have a chance to stand out because you are doing something that nobody has done before. 
  • Being competent is not enough in the age of AI. Because AI is competent, and you are, therefore, replaceable. Mark’s book is about digging deep to uncover the truly and uniquely human aspects of marketing. Ultimately, humans trust humans, and nothing really beats human marketing, such as word-of-mouth publicity. 

    • Run time – 56:57 mins.

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    Bits about BooksBy Subhanjan Sarkar
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