Tom Goodwin | If You Dropped the Best Marketers of the 1950's Into Today's Environment, How Would They Do?

CMO Confidential

CMO Confidential Interview with Tom Goodwin, author, speaker, and former innovation head at Publicis, Zenith, and Havas. Tom discusses his belief that today's CMO's are overly focused on efficiency versus marketing principles and that the contemporary playbook has been created by tech companies focused on performance metrics. Key topics include: an unhealthy focus on the speed of measurement and short-term results; marketers having a "feeling of vulnerability" if they haven't heard of new tech; and the fact that many of the hyped direct-to-consumer brands like Casper and Ridge Wallets aren't actually doing that well. Tune in to hear the underestimated impact of "beauty" and a story about being locked out of a self-driving car.

🚨 New Episode of CMO Confidential 🚨

This week, host Mike Linton (5x CMO: eBay, Best Buy, Farmers Insurance, Ancestry.com) sits down with Tom Goodwin — author, speaker, and former global head of innovation at Publicis, Zenith and Havas.

Tom argues that today’s marketing playbook has been hijacked by tech platforms obsessed with performance metrics and short-term efficiency. In this wide-ranging conversation, we cover:

✅ Why CMOs are over-indexing on efficiency at the expense of brand-building principles

✅ The fear of irrelevance driving marketers to chase every new technology trend

✅ How speed of measurement is warping long-term thinking

✅ Why many direct-to-consumer darlings like Casper and Ridge Wallets aren’t as successful as headlines suggest

✅ The underestimated role of beauty and creativity in building lasting value

✅ A wild story about being locked out of a self-driving car

Whether you’re a CMO, founder, board member, or just obsessed with the future of marketing, this episode is a must-listen.

👉 Don’t forget to like, subscribe, and hit the bell for more insider conversations on what it really takes to be a modern CMO.

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0:00 – Welcome & Intro: Meet Tom Goodwin

2:15 – Why CMOs Overvalue Efficiency

6:40 – The Tech-Driven Marketing Playbook

11:05 – Vulnerability & Fear of Missing Out on New Tech

15:20 – The Problem with Short-Term Metrics

19:00 – DTC Myths: Casper, Ridge Wallet & Beyond

23:45 – The Undervalued Power of Beauty & Creativity

28:10 – Locked Out of a Self-Driving Car (Story)

30:15 – Final Takeaways & Wrap-Up

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