In this episode of Sweathead, James Hankins discusses two big topics: marketing concepts he's infatuated with and how he published his way through–then out of–a redundancy. 

We discuss concepts such as market share, contribution margin, and incremental revenue. And we discuss how writing can provide a sense of rhythm and mission when life throws lemons at us.

James is Global VP Marketing Strategy and Planning at SAGE. He's also Founder of Vizer Consulting and the Co-Chair of the IPA Share of Search ThinkTank. In the past, he's worked at Manning Gottlieb OMD, Vizeum, and MEC.

He's worked on two of the most successful smoking cessation campaigns in the world (Quit Kit and Stoptober for the UK's NHS) as well as IKEA's "The Wonderful Everyday".

He created the "Hankins Hexagon"–a new model of the path to purchase, and "digital availability"–an addition to the availability canon.

He also works with JP Castlin writing about e-commerce, modern retail and corporate strategy implications.

You can find James here: https://twitter.com/jcphankins

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