Today at 5:00 pm ET Clive Veroni joins me to discuss his book Spin
Veroni’s book Spin revolves around the idea that modern media marketing has completely changed politics and business practices from autocratic to democratic….much the same way that education is moving.
There are so many things that Clive said that both reaffirm and challenge by beliefs in what I try to do in school each day. In the book and the interview I tried to get Clive to talk about his own creative process and he shockingly says he doesn’t have a process! In fact approaching each challenge in his marketing work with a fresh perspective is a strength which he uses all the time. As I suspected through Clive’s own writing, he has a deep relationship with literature, art and beauty which helps him in non-linear problem solving. It is refreshing to hear how much his arts education background has helped him with the empathy-building and narrative-constructing that he requires on a daily basis.
Final words, dear reader: You need to read this book.
Spin: How Politics Has the Power to Turn Marketing on Its Head by Clive Veroni
My rating: 5 of 5 stars
Clive Veroni is a masterful writer and this is a timely book. Not until most of the way through this book does he reveal that his degree in English literature has served him well in the world of marketing…and it has also served him well as a writer. This 295 page book is tightly edited to emphasize the organization of Veroni’s argument and and the marvelous flow of his ideas. Although it is largely a retrospective on politics and marketing in order to show cause and effect relationships, Veroni’s introspective analysis rings true about current events as well. My favourite chapters are #4, The Age of the Open Brand, and #7 The Impropable Team. Veroni argues that real-time social media has “turned the old brand autocracy into a new brand democracy” and I think we’ve just seen that happen in the Canadian election with the sweeping majority won by now Prime Minister Justin Trudeau. In line with this concept, Veroni also argues that the best think tanks happening today are a heterogeneous group of people from different backgrounds and that their varied perspectives create a tension that they have to work through in order to harmonize. In education, we call that creating dissonance. There is a lot to learn from Spin and I hope to see more from Veroni.
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