One of the most significant periods of my life was the three years I studied under the world’s greatest business consultant, Peter Drucker. Dr. Drucker is known as the father of modern management, but he also contributed to the creation of marketing as a professional discipline, wrote extensively about entrepreneurship and innovation, and is generally regarded as the greatest business philosopher of all-time.

There is not a single day that I don’t hear his voice in my head as I work through customer problems. His advice has become the foundational pillars of my work and in many respects, my life.

But there is one piece of advice he gave me that is remarkably useful to me in this overwhelming world of change, and I think it will help you, too. Let’s reveal that today.

Immersed in the problem

I studied under Dr. Drucker while pursuing an MBA at the Claremont Graduate University. He had retired from most of his professional life and devoted his time to mentoring students in the business school that now bore his name.

He would sit on the edge of a desk with a carafe of coffee and talk about his books. It was impossible to outline his talks as he took us on a jagged journey through his life and the fascinating people he met along the way.

Dr. Drucker taught us through the Harvard case study method. We were assigned a long text detailing a complex business problem. Over weeks of classes, we would dissect the issues from every angle. As business leaders, our tendency was to try to solve the case and resolve the problem.

And that’s when Dr. Drucker would go nuts.

It’s not about the right answers

This class was filled with experienced leaders eager to display their intelligence and insight by “solving” the case study.

Nothing irked Dr. Drucker more.

“The people in this case study have been working in their business for 30 years or more,” he would say. “What makes you so arrogant to think that you can solve the problem when they can’t? Your job is not to have the right answers. Your jobs is to have the right questions.”

This might be the most important advice of my professional life and informed how I approach all my business consulting assignments. I approach business problems very humbly because I am never the expert in the room. Why would I have the right answers?  However, I can guide people to the right questions — the real key to a resolution.

I’ve found that most leaders have the knowledge and insight to solve their problems if they know where to find an answer.

Relevance of the right questions

The marketing world is far too complex to be an expert in everything. I’m not sure you can be an expert in anything! However, you must be immersed enough in the day’s issues to ask the right questions. You have to have a sense of what is possible.

I think curiosity is the most important soft skill for marketers today. For me, asking the right questions is not just a prerequisite to effective consulting. It helps me become a better author, speaker, and teacher.

Asking the right questions is also the true heart of all great content creation. If you put the work into finding the right questions, great content will surely follow.

Jay Acunzo and I just dropped a fun podcast episode demonstrating the opportunity to ask the right questions. We challenged each other to pose questions that the other person had never been asked before. And it worked! I invite you to have some fun with us and enter a world of challenging questions.

All you have to do is click here >

Click here to enjoy Marketing Companion Episode 305

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post You don’t need to have the right answers if you have the right questions. appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

The AI Revolution isn’t just about creating new tools – it’s about transforming how we learn, understand, and interact with information. And that’s exactly why NotebookLM has become the darling of the AI research community. As someone who’s spent decades observing how technology reshapes human behavior, it’s been fun for me to experiment with this new application.

Here’s what’s really going on: We’re drowning in information. Between podcasts, blog posts, and the endless stream of developments on social media, staying current is like drinking from a firehose. NotebookLM isn’t just another note-taking app – it’s an AI-powered research companion that actually understands context and helps connect the dots.

It’s as close to getting a brain extension as you’ll see (at least for now!).

What makes NotebookLM different is its ability to act as both a librarian and a study buddy. When you’re deep in research mode, it doesn’t just store your notes – it actively helps you understand them. It can summarize complex papers, explain difficult concepts, and even highlight connections between different pieces of research that you might have missed. This is game-changing for anyone navigating the complex world of AI development.

But there’s something even more profound happening here. In all my years of studying digital transformation, I’ve noticed that the tools that truly stick are the ones that feel natural – that work the way our brains work. NotebookLM gets this right. It’s not trying to force users into a rigid system. Instead, it adapts to your thinking style, helping you build knowledge in a way that feels organic and intuitive.

NotebookLM — But wait, there’s more!

A few months ago, NotebookLM users discovered they could use the voice mode to command the app to have a discussion with itself, something similar to a podcast episode. A few people have even produced AI-fueled podcasts with synthetic hosts!

While I have no plans to do this with The Marketing Companion, I did turn to NotebookLM to help me in a pinch this week. My podcast is now in its thirteenth year, and remarkably, I’ve never missed an episode. But this week was close!

My human co-host became too sick to record, and out of time, I turned to NotebookLM for help. The new episode provides extraordinary value in two ways: It’s a mesmerizing demonstration of AI voice capabilities. But what’s really cool is that I uploaded my upcoming new book “Audacious: How Humans Win in an AI World” and asked the “hosts” to review the book.

The result was more than I expected, and I think you’ll love this mind-bending podcast episode. If you haven’t experienced NotebookLM in action, this will get your head spinning. Ready? All you have to do is click here:

Click here to enjoy Marketing Companion Episode 304

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post A mind-bending demonstration of AI and NotebookLM appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

So this is sort of weird.

Keith Jennings was a beta reader for my new book Audacious: How Humans Win in an AI Marketing World (coming Feb 2025!). He was so moved and inspired by the book that he’s decided to make radical changes to reimagine his career. And unfortunately, part of that means taking a sabbatical as a co-host of my podcast!

I obviously hate to see Keith take the year off but I’m excited for his future and proud that my book had this profound impact on him.

This prompted us to devote his final episode to a discussion of career transformation. Both of us have reinvented our careers almost continuously, and in this show we consider three questions that enable relevant introspection:

1. Working ON something is very different than working IN it. Are you working on your career or in it?
2. Are you working at the top of your license? Are you so busy that it is keeping you from working at the top of your potential?
3. Are you working at the edge of your abilities? Are you in a trench of career sameness? Just mailing it in? Maybe it is time to unlearn what you’ve learned.

Keith always brings a compassionate, human view to the field of marketing and this episode will definitely challenge you to transform your career. Just click here to listen:

Click here to enjoy Marketing Companion Episode 303

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post Are You Playing Small? Three Questions That Transform Your Career appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

What a world.

Who could have dreamed that parents would be fearful of a phone?

Is there any other conversation so vital right now? Should our children have a smart device? How do we monitor it? Keep our children sane and safe?

This is one of the essential topics Paul Roetzer and I cover in the new episode of The Marketing Companion. Paul has created a new resource.

In Kid Safe GPT for Parents, an online safety advisor to help parents understand and manage risks their kids may encounter online.

The GPT’s goal is to educate parents on the risks associated with digital interactions—from gaming to social media—and provide proactive guidance to help parents protect their children’s mental health and safety.

Kid Safe GPT offers practical advice, empathetic support, and tailored strategies to encourage healthy digital habits for families.

(And, it’s completely free to use with a ChatGPT account.)

In this show we also cover:

• AI literacy for marketers
• The future of art and creativity
• The magic of NotebookLM

You won’t want to miss this! Just click here:

Click here to enjoy Marketing Companion Episode 302

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post How to talk to your children about social media and AI appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

I think most people have a love-hate relationship with LinkedIn. Even if you’re a fan, you’re probably annoyed by spam, AI-generated content and comments, and wonky algorithms. LinkedIn success is a challenge for us all.

Well, I have some good news for you. My recent conversation with LinkedIn guru Richard Bliss won’t make these problems disappear, but he does help you navigate the platform for a more productive and enjoyable experience.

In the latest episode of The Marketing Companion, Richard and I cover:

• The fundamental strategy for personal success
• The end of LinkedIn “pods”
• How LinkedIn is fighting AI and actually depressing the value of comments
• The truth about the success of video on the platform
• The growing power of collaborative articles
• The best strategy for LinkedIn newsletters
• … and much more.

For many years Richard has been my go-to advisor for all things LinkedIn and I know you’ll enjoy this Master Class in LinkedIn success strategy. Just click here to listen!

Just click here:

Click here to enjoy Marketing Companion Episode 301

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post An inside view of LinkedIn success appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

I’ve written 11 books, and among those hundreds of thousands of words, there is just one chapter devoted entirely to one person. That would be Chapter 4 of Belonging to the Brand, which features Dana Malstaff, the most visionary person I have ever known on the topic of brand community.

Dana Malstaff

Dana’s success has been revolutionary, building a tribe that exceeded 80,000 members and a steady revenue stream from her devoted Boss Mom community fans. Her innovations around automation, leadership, and reward systems would be the envy of any entrepreneur.

And, in the 300th episode of The Marketing Companion, Dana describes why she “burned it to the ground.”

On the surface, Dana had built an entrepreneurial dream, making seven figures with no sales or marketing team, no advertising, no “branded content” plan. How would it make sense to abandon such a remarkable achievement?

But when you listen to this captivating episode, you’ll learn why, once more, Dana is pushing boundaries and showing us the true future of the brand community.

The brand community is an important part of the future of marketing. You won’t want to miss the wisdom and insight from this show! Just click here:

Click here to enjoy Marketing Companion Episode 300

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

The post Why it was time to burn this brand community to the ground appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

I’ve given hundreds of speeches all around the world. Many kind people come up to me after my talks and thank me for some new insight or learning. But here is one phrase I’ve never heard: “I really loved that pie chart.”

People don’t normally respond to data and graphs during a speech. They don’t go back to the office telling people about the awesome Pareto Diagram they saw at an event.

People retain and share stories. People will come up to me, even years after an event, and tell me about one of my stories they fondly remember.

Every successful professional salesperson, marketer, or keynote speaker knows that effective storytelling is the best way to create a lasting, memorable, emotional connection with an audience. And when you craft that one story that truly captures your passion, expresses your values, and drives h0me your point in a memorable way, you have something special — the signature story.

In the latest episode of The Marketing Companion podcast, I cover the art and science of the signature story with Jay Acunzo. Jay has spent much of his career studying this craft and this is a fun and enlightening episode you won’t want to miss.

In this recording, each of us tells a favorite signature story and then dissects its essence to reveal why it works. In my story, I reveal why an audience literally gasped when they heard it for the first time.

You won’t want to miss this. You just have to click here to listen:

Click here to enjoy Marketing Companion Episode 299

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

The post The signature story: Your critical marketing asset appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

About a year ago, singer Ed Sheeran partnered with Heinz on a new hot sauce. This is a great lesson literally pointing to the future of influencer marketing, and I kept forgetting to blog about it. But before I get to the dazzling marketing lesson from Ed Sheeran, let’s talk about the marketing problem with soap …

The new influencer landscape

I recently attended a meeting at a CPG company famous for its iconic soap products. They went through a big competitive analysis with profiles of all their traditional global competitors. At the end of the talk, I sheepishly raised my hand and suggested they had completely missed their biggest competitive threat. It isn’t P&G. It isn’t Unilever. It’s a 24-year-old TikTok star.

Influencer marketing has entered a new phase. The biggest stars’ celebrity power commands more loyal audiences than traditional TV networks. Mr Beast has more subscribers than Netflix.

These aren’t just kids shilling energy drinks. They are savvy entrepreneurs who are building their own mega-brands. Here are a few examples:

• Addison Rae – Item Beauty
• Emma Chamberlain – Chamberlain Coffee
• Charli and Dixie D’Amelio – Social Tourist (clothing line)
• Hyram Yarbro – Selfless by Hyram (skincare line)
• Blair Walnuts – Jewelry line
• Michelle Khare – MKfit (fitness app)

And, of course, there is Kylie Jenner, the world’s youngest self-made billionaire who sells her cosmetics in airport kiosks,

These young creators have something the big companies don’t—a credible, authentic voice and a loyal audience that visits them online daily to see what they’re selling next.

And that brings us to the marketing lesson from Ed Sheeran.

The beautiful ketchup move

Like the other influencers I mentioned, Ed Sheeran could have created his own line of hot sauces and a saucy empire. But why?

Partnering with Heinz made so much more sense. For one thing, Heinz actually makes stuff. They have contracts with suppliers, big factories, and an excellent distribution system built over a hundred years. So, with very little actual effort, Ed made his hot sauce dreams come true just by lending his charming face to the new brand. Win-Win.

And here’s the lesson for the mega-brands. Put your marketing ego aside. Go find yourself some beloved influencers and make them rich. They can out-market you, but you can out-manufacture them. It’s a match made in heaven.

Since the Ed Sheeran announcement, I’ve been waiting for a deluge of influencer-brand product launches, but there have been very few. I don’t get it. Influencers own your market, folks. Partner with them to disrupt your market before you’re the one being disrupted.

if you’d like to hear more about this subject, I discussed these ideas with my friend Amanda Russell. You won’t want to miss it!

Click here to enjoy Marketing Companion Episode 298

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

The post A spicy marketing lesson from Ed Sheeran appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Have you heard of social object theory? I think this is one of the most overlooked and even undiscovered marketing ideas. In fact, social objects are probably fueling a great deal of your marketing success!

Social objects come from a theory proposed by sociologist Karin Knorr Cetina. It creates a remarkably simple and useful ignition point for a word-of-mouth marketing effort.

You’re at a party, feeling awkward and out of place. Suddenly, you spot someone wearing a t-shirt from your favorite band. Bam! Instant connection. That t-shirt? It’s a social object – a conversation starter, a reason for people to interact.

Social objects are the glue that binds us together in the vast and often impersonal digital landscape. They’re the videos that pause our scrolling, the memes we can’t wait to share, the unique products we rave about to friends. A social object is anything that serves as a focal point for social interaction.

Without an object to trigger a topic, we’d have nothing of substance to talk about.

• When a stranger approaches someone and asks about their stylish shoes, the shoes are the social object.
• When people attend a marketing activation, the Olympics, or a music festival, the event is the social object.
• If you share this book with someone or post it on social media (yes, please!), the book becomes a social object.

Here’s where things get interesting. Many marketers view their content strategy as the starting point for a conversation, and it certainly can be. But if we broaden our marketing perspective to think of social objects as the “catalysts for connection,” we unlock endless new possibilities.

This is a topic worthy of more exploration, and Keith Jennings and I did just that on the new episode of The Marketing Companion. But we did more than discuss an idea. We started a master class on this idea as marketing strategy, unraveling critical components such as:

• gravitational pull
• critical mass
• emotional meaning

… which seem to be prerequisites for success. You won’t want to miss this extraordinary discussion!

Click here to enjoy Marketing Companion Episode 297

The story behind the photo: I love the comedy/drama Lilyhammer and especially the hilarious chracter Torgeir with his quirky hat that says “I Heart Girls.” I just knew that some day I would be able to work this into a blog post! Certainly, this hat would be considered a social object!

Keith Jennings first wrote about social objects in this post.

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide customers to their main message. We are here to support businesses in successfully navigating their digital presence and strengthening their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

The post Exploring the overlooked world of social objects appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.