Episode 2

Published on:

4th Sep 2020

RE - Invention

Welcome to the RE of Marketing Podcast with your hosts Steven Rick and Tim Elliott. A podcast where we rethink, replay and remark on all good things to do with marketing. We created this podcast for people to rethink about their marketing and the identity problem marketing has in businesses.

In this episode, we talk about reinvention and how disruptions and innovations are part of reinventing. We discuss methods that companies can follow to help keep themselves buoyant in times of crisis and how they should become someone leading their industry by focusing on innovation.

With COVID-19 causing a major disruption to everything in the world reinvention of the most basics of human interactions systems was required to help businesses work.

2 Types of people emerged:

  • The group who want to go into a bunker and wait it out for the pandemic to end whilst letting others solve the problems
  • The second group are people who wanted to take charge, reinvent things so that they can still continue doing things that their businesses needed to run.



Amazon reinvents all the time, they find out the products they sell the most and develop an equivalent product to make more money and they did that by just focusing on the customer.

Amazon has been able to create a system where their innovation is just part of everyday life and are able to create for the mass market. We always need to find the next big things like Facebook shops which is another reinvention to the process of the Facebook market place.

Important Points:

  • One of the most exciting things a company can do is to allow a ‘start-up’ mentality.
  • Innovation is utlising the status quo and improving on things. Disruption challenging the status quo and solving a problem in a way that hasn’t been thought of before. Covid was a disruption to business, and an innovation needs to be made to go around it.
  • Technology is also part of human behaviour.
  • Removing of KPIs can help build a company and unite a team.
  • Targets are a double-edged sword - a person who can do very well will now have a limit and the person who does poorly becomes stressed
  • Macro views support achievement.
  • Not everything works, if every innovation works for you then it is not big enough.
  • Companies should allow people to innovate in their daily space. by creating a collaborative culture.
  • Do something until it stops working, but always plan to improve it .
  • Ask what’s next, what else, what if.
  • Take information from everyone in the organisation and setup a system to do so.
  • Listen and facilitate, try new things, learn to reinvent, there’s opportunity on the flip side of everything.


Time stamps:

01:00 - Unprecedented times

03:40 - 2 Types of people

07: 15 - Innovating and pivoting

12:25 - Reactive and Proactive problems

14:30 - Innovation and disruption

20:25 - 4 main categories of creative skills for a marketer

  • creativity
  • Idea generation
  • critical thinking
  • collaboration & communication

27:45 - Money or impact. Which to choose?

32:25 - Processes to enable creativity.

40:00 - Communication is good marketing

44:00 - Diffusion of innovation (bell curve)

56:30 - The infinite Game

Relevant links:

Boss accidentally turns herself into a potato on Zoom

Simon Sinek - Unprecedented Times Video

Show artwork for The RE of Marketing

About the Podcast

The RE of Marketing
This is where we come to Rethink, Reframe and Remark on all things marketing and inspire that use our marketing superpowers for good.
Hello, we are Steven Rick and Tim Elliott and we are the hosts of 'The Re of Marketing podcast'.

Join us as we guide you through a series of conversations, debates, interviews and points of view all with the aim of getting you to rethink the work of marketing.

In this podcast we delve into the world of marketing, it's pro’s, it’s cons, the good and the bad and we look at how we marketers could be and should be using our creative superpowers for the good of people and the good of our planet.

We believe marketers, as people of influence, as people who have a voice or amplify others have a responsibility to put the right stories and messages into the world.

"The stories we tell can change the world but they can't do it alone"!
Here is a little bit more about us.

Steve and Tim have worked in marketing for a combined 35 years (we still like to think we're young) have an unobstructed and unfiltered view on what marketing is and should be. Steven has worked in educational and technology marketing, ed-tech and strategy, whilst Tim has been involved in thousands of strategy levels conversations across industries and markets and is also a startup mentor and entrepreneur in residence and head of the UK chapter of a global team of human-centred designers.

We hope you enjoy the show and feel free to reach out to either of us with any questions or queries our details are below

Thank you and enjoy listening.

PS: You may notice two show types the long-form conversations (the blue ones) and RE/Bites (the pink ones) these are short but interesting conversations, a little like an audio blog to keep you entertained between seasons

About your hosts

Tim Elliott

Profile picture for Tim Elliott
I've been working with strategic creativity for over 23 years most of which iv'e spent in a 'strategic marketing roles' which means over the last couple of decades, I've been at the table having valuable conversations with 1000's of businesses and leaders, helping them understand how to apply creativity so that they can do better work and do work better.

Today the 'day job' is heading up the UK chapter of The Spill Teem®, a global team of human-centred designers who work with organisations worldwide to help them see their challenges in new ways and of course design sustainable solutions.

My work also regularly involves delivering keynotes at events, speaking to leadership teams in-house, at leadership groups, masterminds and retreats. I also deliver lectures, seminars and provide training.

If you would like me to come and speak to you, your team, group or at an event please don’t hesitate to get in touch anytime.