In this week’s episode of “Marketing Today,” Alan talks with Dave Knox, marketer, consultant, and author. His book, “Predicting the Turn: The High Stakes Game of Business Between Startups and Blue Chips,” was an Atticus Awards Grand Prix winner in 2017.
Knox has worked for Proctor & Gamble and was chief marketing officer at Rockfish. Now, he is co-founder of The Brandery, a startup accelerator, and co-founder and managing partner at Vine St. Ventures, a seed venture capital fund.
During his conversation with Alan, Knox pointed out one reason why a lot of big companies struggle with innovation: “A CEO used to be rewarded for the five-year vision of how they were going to grow the company,” says Knox. “And today they’re being measured whether they hit a quarterly number or not. And that’s a really dangerous kind of short-term thinking that I think is stifling innovation in a lot of different ways.”
Highlights from this week’s “Marketing Today” podcast include:
- Knox talks about his background and why he wrote “Predicting the Turn.” ([1:16])
- Innovation: A big business problem or widespread disruption opportunity? Short answer: It’s both. ([4:47])
- A focus on quarterly earnings hampers the ability of big companies to innovate. ([7:17])
- “Just because you’re big doesn’t mean you can’t move fast.” ([9:32])
- Two watch-outs in prospective partnerships between big companies and startups. ([11:53])
- In the world of venture capitalists, entrepreneurs, and startups, relationships are key. ([19:38])
- Advice from a record company executive led to the way Knox’s career unfolded. ([23:08])
- Fatherhood grounded Knox with a sense of balance. ([25:26])
- Knox: “The future of marketing is going to be much more about total customer experience.” ([29:03])