I don’t know about you, but I find the cereal aisle to be a pretty wondrous place. We’re all probably pretty used to it, but just imagine the cereal aisle from the perspective of a person who has never seen it before. It’s a lot. I mean, how do you pick a cereal when you don’t know what each of them has to offer.

Of course, this is where marketing comes in.

Marketing is that thing that tries to connect us with products, services, organizations, and every other matter of thing that is trying to get our attention. In the Attention Economy, that’s a tall ask. The Attention Economy refers to how human attention is a scarce resource and can be traded for profit. The key point here is it is a ‘scarce resource,’ and one that is only getting more scarce. As an educator, I know this very well. We only have so much attention to give, and there is more and more that is competing for it.

Marketers have a much harder job, but luckily for them they have more tools at their disposal to help. The trick is how to best use them.

Today's guest on Experience by Design is Lisa Cole, Chief Marketing, Product, and AI Officer (or CMPAIO) of the company 2X. She also is the author of the just released book The Limitless CMO). She also is the author of the books “Brand Gravity” and “The Revenue Ramp.”

We talk about how growing up she was the kid that always tried to take things apart to see how they worked. That translates very well to exploring how AI can be leveraged for marketing today, digging into it and seeing how it works in order to capitalize on its abilities in the Attention Economy.

We discuss how we need to spend more time learning than just doing, finding ways to do things differently than before if we want to stand out from the noise. Lisa highlights the importance of reimagining workflows and tasks before applying AI to optimize outcomes and prevent inaccuracies. Afterall, the product produced through the use of a tool is always dependent on the skill of the person using it.

Lisa’s new book shows how marketing leaders can overcome constraints through three key levers: running marketing like a business, leveraging outsource models, and adopting AI. We also discuss the relationship between sales and marketing, and how many companies continue to make it harder to buy when they finally get your attention.

Finally, Lisa shares how she used an AI-based tool to interview her on long drives to help her generate ideas for her book.

In this new era of attention competition, there is a lot to learn to make people aware of our presence, and this conversation is a great place to start no matter what you are marketing. Even cereal.

Lisa Cole: https://www.linkedin.com/in/lisacole01/

2X Marketing: https://2x.marketing/

“The Limitless CMO”: https://www.amazon.com/Limitless-CMO-Transform-Order-Taking-Market-Making-ebook/dp/B0GSCXR8HM

I have long taken an interest in, and even done research on, this idea of “labor-saving technology.” Maybe it is because I had a front-row seat to a lot of the technological transformations that we now pretty much take for granted.

In ninth grade, I had a typing class on fully manual typewriters, the kind where the keys would jam and you had to whack the return bar. Good times. The next year, the school installed PCs for typing class. I also have lived through dot matrix printers, dial-up modems, floppy disks (the actual floppy kind), cable television arriving, cell phones becoming ubiquitous, and a whole host of other “advancements” that promised to make my life easier and better.

I don’t know about you, but I’m not feeling it.

Making things more efficient doesn’t mean the outputs are higher quality. Rather, they just become more frequent because the actual labor it takes to do an individual thing goes down. However, as nature abhors a vacuum, the reduced time it takes to do one thing is filled by doing other things. Sure it takes a shorter time to get an email than “snail mail.” But imagine if we got as much snail mail as we do email. Only pop culture stars would get that amount of mail, and they have assistants to help them answer we. We have to answer our own emails!

What does it all mean? I’m doing more and more, but does that mean I’m more and more successful? I can be in contact with more people, but am I more connected? I can produce more, but am I more productive? I can access the most advanced health care in human history, but am I healthy? These are the contradictions of our time. We were promised one thing, but we are finding ourselves in another place. The present is not as advertised.

And I’m still waiting for the flying cars I was promised growing up.

To tackle these deeper questions, I have Dr. Camille Preston on Experience by Design podcast. Dr. Preston received her PhD in Psychology at the University of Virginia, for which her work on policing domestic violence received the APA International Best Dissertation Award. That work led to a broader interest in trauma, grief, growth, and recovery.

Today as Founder and CEO of AIM Leadership, she is an executive coach to senior leaders in major companies, a well-traveled keynote speaker, faculty member, advisor, and author. Her works include three books, “Living Real: Redefining Success, Presence, and Happiness,” “Rewired: How to Work Smarter, Live Better, and Be Purposefully Productive in an Overwired World,” and “Create More Flow: Igniting Peak Performance in an Overwired World.”

We talk about how there is a tendency to avoid difficult conversation and suppress trauma, which impacts all aspects of our lives (including being effective leaders). She discusses the challenges of building authentic connections in this technological era. As a result, organizations need to create places where people can build relationships through simple conversations and shared activities.

Camille talks about moving from the “Information Age” and into the “Wisdom Age,” where individual AI will disrupt traditional sources of power and expertise. Finally we discuss her work as a “Business Doula,” helping individuals and organizations navigate transitions and giving birth to new possibilities. After all, times of uncertainty create tremendous potential for growth. All we have to do is to start embracing the “woo.”

Dr. Camille Preston: https://www.camillepreston.com/

Camille Preston LinkedIn: https://www.linkedin.com/in/camillepreston/

“Rewired: How to Work Smarter, Live Better, and Be Purposefully Productive in an Overwired World”: https://www.amazon.com/Rewired-Smarter-Purposefully-Productive-Overwired/dp/0984904107

“Living Real: Redefining Success, Presence, and Happiness”: https://www.amazon.com/dp/B0F7T38495

“Create More Flow: Igniting Peak Performance in an Overwired World”:

https://www.amazon.com/Create-More-Flow-Performance-Overwired/dp/0984904115

It was quite the weekend for Nordic skiing in the United States. The World Cup visited Lake Placid, NY, and I was there along with 14,000 plus other spectators to take it all in. We saw some of the biggest names in cross-country skiing take to the line and race in the snow and even in the rain. As an avid Nordic skier, it was awesome to see it all happen in a location that I have skied (although at much slower speeds).

One of the main attractions was the retirement of Jessie Diggins, the greatest Nordic athlete ever to come out of the United States. Her legacy however goes well beyond the Olympic medals and world championships. When she talks about her career and her impact, she focuses much more on the culture she helped to create on the US Nordic ski team, and the larger impact on youth skiing.

One of her trademarks is wearing glitter on her cheeks during her races. At the event, hundreds (if not thousands) of people were also wearing glitter. While perhaps a small symbol to some outside of this culture, it speaks to how the outcome of the race is not the only thing. Rather, it is the joy of participating in a community with others who share the passion you all have for this activity.

On her legacy, she said the following:

“I think the team is going to be just fine without me,” Diggins said. “And I feel like that’s how I know I did my job. There’s so much leadership coming from so many people, because this team is filled with individuals who have put their heart and their energy into the team and who spend time thinking about, How can I make this team better? Not just what can I get and how can the team help me, but how can I make sure that we succeed? And I think that is why we succeed.”

On the point of leadership, I welcome Dalmo Cirne to Experience by Design podcast. Dalmo wrote the book “The 4 Streams of Leadership: Transform Yourself into an Overachiever Manager.” In this book, he talks about how being in a position of leadership doesn’t prepare you for being a leader. People often are promoted into leadership positions because of their technical competence, but that doesn’t translate into effective leadership.

We talk about the overtaxing of middle management when placed into this position, and how it impacts those who are reporting to them. We discuss the concept of leadership and the importance of understanding and managing different streams in an organization, including downstream (team and projects), upstream (communication with upper management), and sidestream (interactions with peers in other departments).

Dalmo examines the nature of leadership, agreeing that while organizational hierarchy is necessary for making difficult decisions, true leadership is demonstrated through actions and behaviors rather than just position

Dalmo highlights the significance of understanding one's own motivations for seeking leadership roles, contrasting those who are naturally drawn to leadership with those who seek it for external recognition or financial gain.

Finally, we have some conversation about the properties of snow, including heavy and wet New England snow versus light and fluffy Colorado snow. And what better time to talk about snow and leadership than with the retirement of Jessie Diggins and the emergence of the next generation of Nordic leadership for US cross-country skiing!

Dalmo Cirne: https://dalmocirne.com/

Dalmo Cirne LinkedIn: https://www.linkedin.com/in/dalmocirne/

“The 4 Streams of Leadership”: https://www.amazon.com/dp/1510785183