The Extraordinary Business Book Club

Episode 343 - Decoded with Phil Barden

<p>Ever wondered why people don't immediately shout 'Of course!' and shake you warmly by the hand when you share your new idea with them? It's because we find new ideas hard to take on board, especially when they contradict things we've believed up until now. So how as a writer can you help people get past that initial negative reflex and take your ideas on board? </p> <p>Marketer Phil Barden experienced this for himself, when he discovered that everything he thought he knew about advertising was wrong. In this week's conversation he shares how what he learned about how decision science transformed his own approach to marketing, and also how you as an author can help your readers take your ideas on board more effectively. </p>

Alison Jones, publisher and book coach, explores business books from both a writer's and a reader's perspective. Interviews with authors, publishers, business leaders, entrepreneurs, tech wizards, social media strategists, PR and marketing experts and others involved in helping businesses tell their story effectively.