Brand Rounds
Episodes
#16 | Tyler Menke | The Pirate’s Guide to Sales
Tyler Menke is a father, medical sales professional, and author.
I ask him:
1. Share how you broke into medical sales in context of how challenging it can be some.
2. How did UPS Supply Chain Solutions prepare you for medical sales success?
3. What frustrates you about the medical technology industry?
4. What do you think most doctors wish for in a sales consultant that they may not be receiving?
5. What’s something you hold to be true, but almost no one agrees with you?
6. Give us some practical tips on how empathy, honesty, and brutal transparency helps us to launch our sales and learn how to sustain and grow your business by “burning our boats?”
7. Where have you Zigged where others ZAG in your career mindset?
8. Why should people consider running their own medical sales distributorship vs. remain a direct sales representative?
9. What made you curious to write The Pirate’s Guide to Sales?
10. What are two key takeaways you want people to receive from your book, The Pirate’s Guide to Sales?
11. How did you handle the naysayers that may have questioned how or why you should write a book about sales?
12. What tip can you give that person who has a book in them – from concept to seeing it rise in Amazon rankings?
13. What will we learn about ourselves when we take your complimentary self-branding questionnaire found on ThePirateGuides.com?
14. Your father prepared you for challenge and perseverance. What’s one principle he shared with you that’s just as relevant for our listeners?
15. What do we need to know about Cincinnati that most of us don’t know?
16. I come to Cincinnati for business, where do I stay, eat, and drink so I return to my agency and say, “our next office location is in Cincy”
#15 | Debbie Millman | Brand Thinking and Other Noble Pursuits
Debbie Millman has been named “one of the most creative people in business by Fast Company” and “one of the most influential designers working today” by Graphic Design USA, Debbie Millman is an author, educator, strategist and host of the podcast Design Matters. Design Matters is the first and longest running podcast about design and Debbie has interviewed 300 design luminaries and cultural commentators. The show has over 5 million downloads per year, a Cooper Hewitt National Design Award and iTunes designated it one of the best podcasts of 2015.
1. Describe what you do for a living to my Scottish Grandparents Vene and Cordia.
2. You’ve been named “one of the most creative people in business” by Fast Company, and “one of the most influential designers working today” by Graphic Design USA, why do you prefer to wear beautiful black fashion?
3. Design Matters, the podcast you started, I believe 15 years ago, has been listed on over 100 “Best Podcasts” lists, including one of the best podcasts in the world by Business Insider. What are you learning about asking questions that help people share their unique insight?
4. Look Both Ways: Illustrated Essays at the Intersection of Life and Design – what made you curious to write the book?
5. What is your definition of branding and how has it changed over the years?
6. Brand Bible, another of your six books, is a comprehensive resource on brand design fundamentals. It looks at the influences of modern design going back through time, delivering a short anatomical overview and examines brand treatments and movements in design. This description almost sounds clinical and will surely resonate with our surgeon and medical technology listening audience. What can a historical overview of how brands have developed through the 20th century teach us today?
7. You teach visual storytelling on skill share. What do you want doctors to know about storytelling and how they can think about incorporating into their practice and personal brand?
8. Brand Thinking and Other Noble Pursuits, how did the title come to you?
9. You curated a collaboration of top brand change agents. What have you learned from creatively curating a book and engaging some of the top design and brand influencers to join you on your podcast?
10. Who is one of the most amazing people in branding today and why?
11. Where will social networking evolve from today?
12. What activity could you do all day long and never get bored?
13. What is the axiom by which you live your life?
#14 | Alexandra Watkins | How to SMILE & SCRATCH Your Way to a Great Brand Name
Author of the branding bestseller, Hello, My Name is Awesome… How to Create Brand Names That Stick (an Inc. Magazine Top 10 Marketing Book), I am the founder of Eat My Words, the wildly creative naming firm behind countless love-at-first-sight brand names including Burger King’s new Mac ‘n Cheetos. (I also named Wendy’s Baconator while contracting for another firm.) I am also a frequent guest lecturer at MBA programs and have been invited to present on multiple occasions to Stanford GSB, Haas Business School, Tuck @ Dartmouth, USC, USF, USD and SF State.
Eat My Words’ clients include Coca-cola, Disney, Google, Frito-Lay, MIT, Wrigley, Fujitsu, Hasbro, Del Monte, and leading branding firms (like Landor) who put their good name on our great names.
- How would you describe what you do for a living to my Scottish Grandparents, Vene and Cordia?
- You were a copywriter at the prestigious ad agency, Ogilvy & Mather, any Mad Woman/Men stories you dare to share?
- Why does a name matter?
- What made you curious enough to write the book, Hello My Name Is Awesome, How to Create Brand Names That Stick? Eat My Words, your brand naming firm, how did you come up with this name?
- The SMILE and SCRATCH is your proven approach for what makes or breaks a name. Tell us more.
- With clients such as Disney, Microsoft, Adobe and others, what advice do you give innovative medical technology companies that may be reluctant to create catchy and creative product names that make powerful emotional connections and create instant brand affinity?
- You have 12 Rules for Building Brand Name Consensus. Rule #2 states, The essential question to ask yourself when reviewing names, is not, Do I like it? which is subject to personal bias. The better question to ask is, Is it right? which is much more objective and effective.
- You share there is a right way to brainstorm names and a wrong way to brainstorm. Give us one example from each.
- What do you mean by “Curse of Knowledge” and how it can apply to our listening audience of healthcare professionals and medical device leaders.
- What’s the first delightful or delectable thing you will treat yourself to once we receive the ALL-CLEAR post-coved-19?
- What book are you reading that we should be reading?
- What’s next for you?
#13 | Mathew Sweezey | The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media
Mathew Sweezey is the Director of Market Strategy at Salesforce. His focus is on the intersection of consumer psychology, media, and modern technology. He’s worked with some of the worlds largest and most well-respected brands including AT&T, Dell, Boeing, MIT, UPS, HomeDepot, and NATO illuminating their future path, and inspiring them to a more successful marketing future.
I ask him:
1. Your book, The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media, what made you curious and confident to complete this book?
2. You say, “In the new era Context replaces Attention as the key to marketing” Tell us more.
3. What’s something from the book you hold as true, but many people will disagree?
4. What’s 3 things you want people to know after reading your book?
5. Your book dives deep into consumer behavior, how do you think this translates to [patient behavior?]
6. You teach us 5 Customer experiences:
• Available: Helping people achieve the value they seek in the moment
• Permission: Giving people what they’ve asked for, on their terms
• Personal: Going beyond how personal it is to how personally you can deliver it
• Authentic: Combining voice, empathy, and brand congruence simultaneously
• Purposeful: Creating a deeper connection to the brand, beyond the product
7. Salesforce is a primary tool for most medical technology organizations. What do healthcare organizations not understand about using Salesforce that can have the greatest impact on their business?
8. Where will context marketing evolve from today?
9. For what do you want to be remembered professionally?
#12 | Dr. Scott Sigman | Private Practice Surgeons Are The New Chief Emerging Officers
Dr. Scott Sigman is an opioid sparing orthopedic surgeon healer of knees and shoulders (Left and Right,) and host of The Ortho Show Podcast.
I ask him:
1. The most important question – how does it feel to have the best Fro on the podcast scene?
2. How would you describe what you do to my Scottish grandparents Vene and Cordia?
3. Fill in the blank. Podcasting, for doctors, is the new _________.
4. Tell me about your podcast, The Ortho Show, and what we may NOT expect from the show.
5. Who is your dream podcast interview?
6. As a Fellow in the Royal College of Surgeons, how often do you hang out with Bono and the band U2?
7. Was there an incident or a person that provided you with the curiosity and courage to start Ortho Laser?
8. For the non-surgeons listening to us, describe the impact of opioids in your community and our nation.
9. What are some of your goals that you share with us?
10. We all want to know… What is the Tufts Jumbos all about?
11. What’s your #1 tip to help private practice surgeons right now?
12. What are medical technologies companies NOT doing right now that they should be.
13. What book are you reading that we should be?
#11 | Dr. Alok Sharan | How To Successfully Brand Perspective As a Surgical Procedure
Alok Sharan, MD is the Director, Spine and Orthopedics at NJ Spine and Wellness and a thought leader in minimally invasive outpatient spine surgery. He created an Awake Spinal Fusion program (www.awakespinalfusion.com). He’s received numerous clinical recognitions (New York Magazine Best Doctors, ’13, ’15; Castle Connolly ’14-’16; Westchester Magazine Best Doctors ’16) Dr. Sharan completed a Healthcare MBA at Dartmouth (MHCDS) and is a sought-after speaker on healthcare delivery.
I ask Dr. Sharan:
1. What’s a painful lesson-learned for orthopedic surgeons that Covid-19 has taught us?
2. What are one or two pivots that you’re making to attract more ideal patients and avoid the money-pit of traditional marketing?
3. Virtual surgeon education. Is this an old idea with a new importance? What are your thoughts for industry and surgeons.
4. The best of the best medical device leaders care about building their relationships with surgeons. What’s your advice during this season?
5. Why are surgeons reluctant when it comes to developing brand awareness?
6. Was it obvious or did you stumble upon the answer to build a surgical protocol named, Awake Spinal Fusion.
7. How has your MBA from Dartmouth shaped how you view yourself as an orthopedic surgeon and healthcare entrepreneur?
8. What profession other than your own would you like to attempt?
Responses