Zig When Others Zag [Interview with Malcolm Auld]

There is a misconception about the fact that in order to be a Trusted Authority in your space you have to come up with a completely new solution the world hasn’t seen, or patent a product that’s brand new or have a unique insight into a topic that has never been discussed before.

And none of that is the case and today’s guest is living proof for it.

To become a Trusted Authority you need to have a relevant insight into a topic that is backed by data and stories and you need to be able to translate your insight in a way that makes sense to your decision maker.

Our guest is doing exactly that - he zigs when others zag, he focuses on insights before actions and prefers facts, not fashion - Malcom Auld

Mal is a marketer, author, copywriter, speaker and lecturer as well as the founder of MAD

He is regarded as a pioneer in the direct and digital marketing industries with numerous “firsts” in his credentials. He has worked in the US, Asia and Australia and has trained marketing executives in 20 countries. He ran his first e-marketing seminar in 1994 while in 2008 wrote and launched Australia’s first online certificate course in direct and digital marketing.

In this conversation, we talk about:

• why it is so hard to cut through the noise [and better ways to do it]

• why ‘old’ ways of communication are powerful [and how to connect it with new technology]

• best practise examples how to leverage mail to build your Personal or Business Brand