Listen: Mitch, CEO, Marty Nooijer discussed on Six Pixels of Separation - Marketing and Communications Insights - By Mitch Joel at Mirum
"So are you in, what do you do? I'm Marty Nooijer. I'm an author of eight books on branding design and related subjects. And I also work at liquid agency, a brand, a branded culture, design firm in Silicon Valley. I'm really happy. We're getting a chance to chat again. We actually had the pleasure inbetween conversations of meeting in person, and I've told you this person, I think I told you this the last time we connected, but I'm a huge fan of your books from the brand gap and zag to the brand flip. And you reached out to me and you said Mitch, a have a new book, and you explained it to me and I was like, what the hell is mardi doing now. Doing what. Doing now. You know, just come to realization that when you're talking about complex subjects around branding and business management that it's difficult to really grasp the the complexity of it when you're reading a typical business book, right? It's just lists of things to do, and principles, and case studies that aren't about you there about somebody else and are probably out of date. So I just realized that it might be better just to convey all this material in a story. So that's what scrambles about. So it's it's, it takes a lot of sophisticated material around branding strategy is management and put it in the context of a real company, although it's fiction, but in a sense it's more real than than what you get out of a normal case study style busin-. Spoke. So how did you get here? I mean, were you working on a book on strategy and where you just sort of like self yawning and thinking of here we go again, I don't wanna do this again. What can I just make it interesting for me or did this idea of David stone? Who's the CEO in in this piece of fiction? Did the idea of it being fiction that the story come like? How did it work. Actually came out of the blue for me, came from a friend who's a CEO, and he was over at the house around Christmas a couple years ago, and he's a big fan of my books and we were talking about how he could best introduce the concepts from medicals into his company. He wanted to kind of. Reimagined company along the lines of medicals. And he said, yeah, read only books, and he says. You know, there's a book that you probably read. I really like the made a big difference in my career. It's call the goal. The goal is g. o. a. l. go as a note, never heard because it's written like a story and it's about it's not really your subject. It's about kind of supply chain management and factory flow, you know. But I think he'd enjoy the format of it because it's something you could probably really use in conveyed your your ideas and. Picked up a copy and read a few pages in the so corny. I'm not sure it can bring myself to do this. Then I came back to a couple of weeks later. I read the whole thing. I said, you now. It is a little corny, but it's really affective because you see how people are grappling with these ideas instead of just presenting them as this is easy. Just do this stuff. So I thought, well, you know, give it a try, and then I enlisted his name is Andrea Dorigo was under his help in kind of vetting all the ideas from CEO's point of view. So it was he was a bit of a partner in this process, which was really terrific, great learning experience for me to look at branding strategy from every perspective around the in the whole group from the finance financial perspective to leadership perspective to marketing, branding everything, and then wrap that into realistic, fast paced story so that you used to work corny and I wasn't gonna use it, but you use it. So all use it where you worried because. When you haven't necessarily written fiction, there's been a lot of fiction written in the world. And I think first time fiction is really hard because my guess is gonna fall into sort of all the corny traps a little bit, or you know the sort of maybe lack of character development or how do you sort of really illustrate the story?."
Six Pixels of Separation - Marketing and Communications Insights - By Mitch Joel at Mirum