We’re Going to Fail 99% of the Time. And That’s OK.


“Data is the new black” gushed one speaker at Advertising Week, the just-completed annual gathering in New York for the advertising and marketing industry.

Thanks to great improvements in data research on customer behavior, “now we are not guessing,” said another.

The wow factors here this week were data, video and Virtual Reality.  With good reason.  The rapidly changing advertising industry is always on the hunt for the next big thing that will turn heads and make a splash.

But the marketplace is more crowded that ever. “We see disruption in so many markets,” Fiona Carter, Chief Brand Officer at AT&T told one well attended session.

“We have an on-demand culture,” said Alex Sutton, Global Director of Digital Acquisition at Avis Budget group. “The number of customers engaging our brands on mobile keeps increasing and increasing and increasing.”

Which is why – with all the talk about change, disruption and the surge in mobile – I was surprised not to hear a little more about podcasting and the other creative ways brands can use relevant content to go deeper when engaging their customers and followers (Full disclosure here: I am a podcaster).

People consume media very differently. We engage in a multiplicity of ways.  Just look at a row commuters in a New York subway train.  Many are playing games on their devices. Others are reading and some are listening.

For marketers the future is about creating different versions of your message and let the consumer choose.

Tens of millions of Americans decide to listen to podcasts each week. The median age is 30. According to Steve Goldstein at Amplifi Media, 68% of people aged 13-24 listen to some audio on their smartphone every day. Podcasting is no longer niche.

Perhaps my argument to the advertising industry is pay attention not only to “wow!” but to “ah ha.”  Podcasts are the intersection of ideas and emotion. They don’t show something. You, the listener, imagines it.

I really like what Ben Clarke, Chief Strategist of the marketing agency, The Shipyard has to say about disruption and creativity.

“Even if you try a thousand things and 995 don’t work, the five winners are better than not trying at all.”

“We’re going to fail at 99% of the things we do. Not only is that OK, it’s essential,” he says.

Richard Davies is a podcast consultant and co-host of the weekly solutions journalism show, “How Do We Fix It?” http://www.daviescontent.com










Hey, Hillary! Tell More Stories.

By most measures Hillary Clinton had a pretty good night in her first debate with Donald Trump.  But something was missing.

Her disciplined performance may have convinced wavering voters to be somewhat more comfortable with the idea of her as President.  Clinton’s cool, calm demeanor contrasted with Donald Trump’s repeated interruptions and bluster.  She was also successful in getting under his skin.

However, Clinton did little to overcome her two biggest negatives: likeability and trust.  Neither did Trump.  Both are still disliked by surprisingly large numbers of voters. 

In the two debates to come, the breakout candidate could be the one who tells the best stories.

Clinton’s strongest moment on Monday night came right at the end of the 90 minute debate, after many may have turned it off.  She raised the case of former Miss Universe Alicia Machado, who Trump had called “Miss Piggy” and “Miss Housekeeping.”

She made it personal. Her remark struck home because it was about a woman who many viewers could relate to.  

Same thing when Clinton talked about her late father and his work as a drapery maker. 

“Donald was very fortunate in his life and that’s all to his benefit. He started his business with $14 million, borrowed from his father,” she said.  “I have a different experience.”

In podcasts, the most successful moments are often the most intimate. When podcast guests share something unrehearsed, unexpected or emotional from their lives, they lift the curtain on they are and establish trust with the listener. 

All too often Clinton talks about “it” – policies and programs – while her opponent talks about “me” – himself.

Donald Trump could also be a much better storyteller. And given his extraordinary success in building his brand, it’s surprising he doesn’t know this.

Instead of talking about the “rigged system” in the abstract, Trump could share stories of the working class Americans he speaks for, who’ve seen their living standards decline in recent decades.

In the weeks to come, a personal touch potentially would have a far greater impact than his angry attacks on illegal immigrants and free trade. It would also counter the impression that Trump lacks empathy and is obsessed with his own success. 

Ronald Reagan understood this trick all too well – much to the frustration of his liberal opponents.  In debates and speeches, he always had a good tale to tell.  Skeptical voters who’d been warned that Reagan was a shallow extremist would ask themselves: “How this man be mean or out of touch when he was such a good storyteller?”

It was of Ronald Reagan’s great secrets. But then he was an old radio guy. He knew the stuff that today’s podcasters learn along the way.

How Do We Fix It: Are You Risking a Ryan Lochte Problem?

It all happened in a flash.

Within 24 hours, Olympic swimmer Ryan Lochte lost all four major endorsement deals after his bizarre behavior in Rio de Janeiro.

Swimwear Speedo USA was the first company to sever ties, saying in a statement that “we cannot condone behavior that is counter to the values this brand has long stood for.”

Ralph Lauren, a hair removal brand and a mattress company made similar announcements, ending their relationship with Lochte.

To limit the damage to its reputation, Speedo announced that it would donate $50,000 to Save The Children for relief aid in Brazil.

The 32-year-old swimmer could lose millions of dollars, because of a false account about being robbed at the Olympics.  His personal brand is in tatters over a catastrophic lapse in judgement.

But for marketers this scandal is about much more than Ryan Lochte. Or at least it should be.

Integrity and trust are crucial parts of any company or institution’s relationship with customers and followers – especially when events very rapidly can spin out of control. Linking up with entertainment and sports stars and other public figures carries risks as well as potential rewards.

Due diligence is required before firms sign endorsement deals.

But much more than this is corporate culture. Are you working with content creators who are deeply guided by a sense of ethics and truth telling?

Speed is vital in crisis communications.  But so is transparency.

All these concerns should be front and center when deciding who to play with in the multi-platform world of marketing and branded content.

Richard Davies is podcaster and podcast consultant.  His firm DaviesContent designs and makes digital audio for companies and non-profits.


How Do We Fix It: Time to Stop Sneering At Donald Trump Voters.

imageRetired steel workers union boss Lou Mavrakis is the Democratic Mayor of Monessen, Pennsylvania.  In 2008 he campaigned for Barack Obama.  This year he’s supporting Donald Trump.

“You’re in the heart of where steel and coal was born,” Mavrakis told Martha Raddatz of ABC News. But most of the good jobs have gone and this faded town’s population collapsed from 25,000 at its peak to 7,000 now. Monessen and countless other communities in “rust belt” America are places of pain – plunged into crisis by decades of decline.  Globalization, foreign competition and technology had a devastating impact on working-class Americans.

Asked if Trump could bring back lost jobs, Mayor Mavrakis replied: “I don’t think any one of them could do anything for us, but he’s saying what I want to hear and what everyone else around here wants to hear.”

“I haven’t heard Hillary Clinton say we’re going to bring back steel.”

Mavrakis believes Trump will win more votes in Monessen than any previous Republican Presidential candidate, – telling the Financial Times  voters are rebelling against the establishment just as Brits did during Brexit.

But far too many Democrats – my friends included – shake their heads in amazement about how anyone could be lunatic enough to support him.

“In the land of NeverTrump, it turns out one American is more reviled than Donald Trump. This would be the Donald Trump voter,” writes MainStreet columnist William McGurn in The Wall Street Journal.

The same thing happened during Brexit.  Voters who bucked the metropolitan establishment and decided to opt out of the European Union are sneered at for being anti-immigrant, jingoistic racists.  No doubt, some are.  But people who’ve seen their living standards decline, their dreams fade to gray and their communities fall apart in the past few decades are understandably frustrated by the failure of politicians to address their concerns.

Even if you are disgusted by Trump and believe he’s an unprincipled opportunist, it’s time to look beyond the messenger.

Instead of “contempt for the great Republican unwashed” – as McGurn puts it – a conversation is needed about what many American people are trying to tell us.





The 5 Things I Learned About Leaving a Job In Corporate America For a Brand New Startup.


It’s been just over a year since I left steady employment in corporate America, jumped off a cliff and launched a podcasting start-up. My work is now more exciting and purposeful, but at times I’ve been scared and uncertain about what to do next. 

There’ve been some painful mistakes that I don’t want others to make. So here are five things that I learned about making the switch: 

1.  Prepare, prepare, prepare. Do as much as you can before quitting your corporate job to get ready for the future. Talk to an accountant or financial advisor. Form an LLC. Speak to friends who run their own businesses.  Rehearse your new role and give yourself time to let the initial excitement wear off.  Your current job might be boring, but since becoming my own boss I have a greater appreciation for that old regular, steady paycheck. 

2. Once you’ve truly decided to make the move, tell all your close friends and family.  From time-to-time, they’ll ask  about your plans, making it harder for you to procrastinate or put your ambitions on hold.  As one friend told me: “Stop talking about your dreams. Pull the trigger.”

3. When you leave your job – especially if you’ve held it for a long time – be prepared for a psychological shock. Your  daily routines are in for a big change and so is your sense of identity.  The startup you’ve given birth to is this organic thing.  It will change you. Instead of being an employee you’re now an entrepreneur.  In my case it was longtime network correspondent becoming podcast startup guy. 

4. Don’t be a loner.  Have a “no bullshit” committee.  It could be your spouse or good friends. They will sound the alarm when you’re selling yourself short or getting in a rut. I know a guy who always gets his wife to negotiate prices on consulting gigs.  She understands his true worth.  He’s likely to underestimate his value and experience.

5. Remember that you gave up your day job to follow your passion.  Put yourself out there every day, calling and emailing new contacts.  Be good to people, especially to those you work with. Build a community around you. Stay true to your goals. But also know that you will make mistakes and be open to change. Unlike that big employer you’ve just left, you can turn on a dime once you’ve discovered the next big thing for your startup. 

Richard Davies is Director of DaviesContent, a New York based firm that makes podcasts for companies and non-profits. For 29 years he worked as a news correspondent at ABC News. Reach him at daviescontent@gmail.com.

How Do We Fix It? When Did It Become Cool To Be So Angry?


Why are so many of us so damn angry?

Signs of fury are everywhere.  The national mood has darkened and it’s doing nothing to improve our democracy.

From chaotic scenes last weekend in Las Vegas when Bernie Sanders’ supporters threw a hissy fit at the Nevada’s Democratic Convention, to Donald Trump’s string of outrageous insults, it seems perfectly acceptable to claim that those who we disagree with are evil.

Yet these eruptions come at a time of modest improvement in many aspects of American life.  President Obama has been a disappointment, even to many supporters,  but his approval rating  – 51% says Gallup – is pretty decent for a President close to the end of his second term.

The jobs and housing markets are far from great, but they’re in much better shape today than when Obama first took office after the worst financial crisis in nearly 80 years.

The Affordable Care Act, while flawed, has not been the utter disaster claimed by many critics. Many more people are signing up and the U.S. uninsured rate is at a record low.

The “flood” of Mexicans surging across our southern border is a myth.  Since 2009, more Mexicans left the U.S. than entered the country.

Terrorism is always a threat, but the worst attack on U.S. soil happened nearly 15 years ago.

And he many of us are gripped by a deep sense of malaise and insecurity.  More than 7 in 10 Americans are dissatisfied with the way things are going in this country.  Cultural divisions, income inequality and a decline in living standards for non-college educated Americans threaten to pull is further apart.

All are reasons why Trump and Sanders have attracted huge crowds and surprising levels of support. But their policy prescriptions are simplistic.  We have very little idea of what they would do, if elected.

Who would pay for Sanders’s sweeping pledges of free health care and college education? How would Trump deal with China, The Middle East, immigration, job creation or the details of tax policy?

After his recent meeting with Trump, House Speaker Paul Ryan said, “Going forward, we’re going to go a little deeper in the policy weeds.” Too bad that hasn’t happened already.

Perhaps, Yuval Levin is right.  In his new book, “The Fractured Republic,” he argues that our politics have been paralyzed by nostalgia for the 1950’s and 60’s.  Liberals hanker for a time of greater income equality, before “the rise of the rest” meant that our workers had to compete in the resurgent global marketplace.  The right is nostalgic for cultural cohesion and  “traditional values”.

But those days of post-World War 2 U.S. dominance will not return. Our politics must address the technological and global challenges of today, instead of wallowing in the past.  We need to move beyond the primal screams of anger and work together, across party lines for a better future.

How Do We Fix It: Our Neighbors Just Across The Border

With audio/visual media class at UTEP.

El Paso:

Sometimes we learn a lot more than we expect to from the kids that we’re supposed to be teaching.

And so it was during my visit to Kate Gannon’s audio/ visual production class at UTEP – The University of Texas, El Paso.
I was asked to speak to the young students about my career in journalism, radio and podcasting. But during our 90 minutes together, I’m pretty sure these smart, switched-on students gave me something of much greater value than I was able to share with them.

The majority of the undergrads at UTEP are Mexican-Americans. Many come from poor families and struggle to keep up with tuition. But thanks to this school and its visionary President, Diana Natalicio (named to the TIME list of the world’s 100 most influential people), they’re on the up escalator.

That’s true of this class. Some come from the city of Juarez, which shares the same crowded valley as El Paso – just across the Mexican border. 

Their stories of what they must do to get to campus are moving. One young woman told me about her friend from Juarez, who wakes up at 5 a.m. each day, rides three buses and makes a time-consuming trip across the border to make a 10 a.m. class. 

   The crowded border border between El Paso and Juarez.

Armed with the right documents, you can walk across the bridge from Juarez. But going to a job, a University class or visiting a family member isn’t nearly as easy as it once was. And if Donald Trump gets his way, it could get much more difficult.

Another young Mexican in Ms. Gannon’s class burns with irritation over how Jaurez is portrayed by the media. After graduating, she wants to do something to change perceptions of her home town. 

“It’s nothing like what they say,” she says, speaking of Juarez’s stark reputation for murderous drug gang violence. Another student tells the story of a young Italian man who fell in love with a woman from Juarez and moved there. 

“He says he feels safer in Juarez than he did in Italy.”

Perhaps the crime statistics tell a different story. And there’s no doubt that the gangs are still a malevolent force in Jaurez and many other parts of Mexico.  

But a city or a country is more than numbers or abstract concepts. It is the sum of its people, its families, workers, grandparents and students. The vast majority of Mexicans shares the same hopes for a better tomorrow as we do. Dreams don’t stop at the border.

For far too long, Mexicans have been considered “the other.” The U.S. immigration debate needs to be reframed. As with Canadians, Mexicans are our neighbors. We are all North Americans together.

In this bilingual city, the people on the other side of the valley are not “them.” They are “us”. More than three-quarters of the residents in El Paso are of Mexican descent. This region has the largest bilingual-binational work force in the Western Hemisphere. 

None of this means the border should be forgotten or that U.S. immigration law can be flouted. Those who are here illegally should face deportation or other penalties.

But both countries need to have an understanding of their shared history. Since 2007, the border flow has changed dramatically. More Mexicans are leaving than coming to the U.S. 

One gesture that could send a powerful message and change the conversation: The next President should come here, walk across the bridge to Jaurez, arm-in-arm with civic and business leaders from both cities and speak of our shared humanity. 

Walking on the bridge to Juarez.

How Do We Fix It? What Your Voice Says About You.

Most people don’t like the sound of their own voice. Play back a recording and they cringe.

But the good news for wannabe podcasters and public speakers is that vocal mechanics don’t matter nearly as much they one did. 

We live in a visual age and a much greater range of voices and accents is perfectly acceptable. Think of well-known public radio hosts or TV news anchors who have less-than-perfect and, sometimes, even irritating voices.  

You don’t need to have the rich, smooth tones that Peter Dinklage brings to his role as Tyrian Lannister on “Game of Thrones,” or the professional panache of Dame Maggie Smith in “Downton Abbey”.

Actors do need vocal lessons, especially for theater performances. But long gone are the days when male radio announcers sounded like the Voice Of God, reading from stone tablets on the mountaintop.

As a very young reporter in 1980, I was told by a broadcast news executive that I “didn’t have the pipes” for a job in network radio. I was crushed. I still have his dismissive comment that was scratched in pencil at the bottom of my application letter.

My lucky break came a couple of years later, when women broadcasters crashed the party and changed radio forever. Their hard-won victories also allowed tenors like me to slip through the door. No more need for guy vocal fry. Once I finally realized what was going on, I didn’t have to pretend that I had a bass voice that was far deeper than the one I was born with.  

The same is true today for women. Authenticity is far more important than authority. You don’t need to “fry” or crackle your voice to get people to take you seriously. 

In the 80’s, the first generation of women network news anchors were trend setters, bringing a much more relaxed, conversational style to the airwaves. 

Once again, with the exciting growth of podcasting, vocal patterns are changing. There is now a premium on bringing your true self to the microphone. If you have something of value to say, people will listen, especially if it’s a compelling story. Content matters far more than if you speak with a foreign accent or have a high or low voice. 

Most of us podcast fans have them, quite literally, in our ears. We listen alone with ear buds. It’s just you and the podcaster. No other medium is as intimate as this one. 

I’m not suggesting that technique and tone don’t matter. At the first podability.com podcast boot camp during April in New York, I shared some of what I know about vocal performance. A few bullet points:

  • Smile before you speak. Be grateful that you have something to say. Listeners can hear your enthusiasm.
  • You set the tone for your podcast. A positive attitude puts your guests at ease. When interviewing, bring positive energy to your questions. Guests often take verbal cues from you.
  • Getting a good night’s sleep and eating healthy improve the quality of your voice. Look after yourself. 
  • Many people gargle or drink a hot beverage before going into the studio. Techniques vary. Do an online search for “vocal exercises” and pick ones that work for you.
  • Get your blood flowing. Bend and stretch before you switch on the microphone.
  • If you stammer or have a pronounced lisp, you should get coaching. A vocal tick that gets in the way of clear communication is something that needs to be addressed.

What matters most is that you bring your own inner voice and experience to the table. As an Anglo-American, my accent and rhythm of speech often varies according to whom I speaking to. Years ago, I tried to rub this out and copy others. Now I believe that I was wrong.

All of us have our own unique soul. When podcasting, broadcasting or speaking in public, the bravest and best thing we can do is to bring our true self to the microphone.

For 29 years, Richard Davies worked as a news and business correspondent for ABC News. In 2015, he formed DaviesContent, a digital audio production and consulting firm. His podcast is the solutions show, “How Do We Fix It?

Photo: Richard and whiteboard at Podability.com



How Do We Fix It? How Bill Clinton Smashed the Passion Gap 


Unscripted comments often give us the worst moments of the Presidential campaign. Look no further than the embarrassing Republican debate in early March, when Donald Trump bragged about his penis.

But once in a while a tense, uncomfortable encounter can turn into a civics lesson.

And so it was when Bill Clinton stood up during an event for his wife in Philadelphia Thursday and faced down protesters from Black Lives Matter. They complained vigorously about anti-crime legislation that the former President signed in the early 90’s: a time when the crack epidemic led to a terrible spike in homicides, especially in African-American neighborhoods.

Instead of merely dismissing the shouts and signs of his detractors, or taking a politically correct vow of silence, he engaged them with a series of remarks about policy and the changed political landscape.

“I don’t know how you would characterize the gang leaders who got 13-year-old kids hopped up on crack and sent them out on the street to murder other African-American children,” the former President said wagging his finger. “Maybe you thought they were good citizens. She [Hillary Clinton] didn’t. You are defending the people who killed the lives you say matter. Tell the truth.”

The tone may have been somewhat hectoring, and he sort-of apologized for it the next day. But the President’s passion was real. You don’t have to agree with him or his record to be impressed by the outburst of substance.

Far too much of this campaign has been about easy slogans, from Bernie Sanders’ simplistic break-up the big banks (thoroughly dissed in a New York Times column by liberal Paul Krugman) to Trump’s build a wall and make Mexico pay.

The biggest problem Hillary Clinton has been her apparent lack of passion. It’s why she has under-performed, and also why Jeb Bush and Marco Rubio failed to catch fire. 

Voters already know that the former Secretary of State, First Lady and Senator from New York has a deeply impressive resume and an intelligent grasp of governance and foreign policy, but much of her campaign has been canned —  on auto pilot. It’s as if she thinks she can glide to victory without taking risks. Without being a fighter.
But today’s media and political environment has changed. Americans – especially millennials – are increasingly bored with complacent, canned remarks. An occasional flash of humor or even anger can be refreshing and even change minds. 

Bill may have put his foot in it sometimes, but his spontaneous outburst in Philadelphia is a lesson for Hillary and a solution for her wobbly campaign. Fix the passion gap.

If you want to convince skeptical voters that you’re not a crook, put away the script and speak from the heart.

How Do We Fix It? Napoleon’s Buttons And Our Crazy Problem With Science

Napoleon Bonaparte’s disastrous invasion of Russia during the brutally cold winter of 1812 might have gone a lot better if only he’d known about the chemical properties of tin.

“The buttons that were on his jacket were made out of tin,” says materials scientist Ainissa Ramirez. “When it gets really cold, tin undergoes a chemical transformation, changing from one state to another.”
“It becomes dust.”
Because of crumbling buttons, “their coats were open and their pants were falling down. Their buttons were disintegrating” as they tried to fight the Russians. Things went horribly wrong for the invading French army.
The Napoleon example is what Ramirez calls, a “big-ass hook.”  She uses it when teaching, writing or doing her Science Underground podcasts to make her subject that much more interesting – “so that I grab your attention.”
Ainissa is on a mission: to make science fun for kids and adults.  She’s the author of “Save Our Science” and “Newton’s Football,” a lively book about the science of America’s favorite sport.
Just like Napoleon, the failure to understand the basics of science puts us in peril.  “STEM” jobs – requiring skills in Science, Technology, Engineering or Math – are among the best-paid and hottest growth sectors for employment.  But most students graduate college or high school without any knowledge of STEM, which closes off a broad range of career opportunities.
“We all start off as scientists,” Ainissa told us on on our “How Do We Fix It?” podcast. “If you look at a 4-year-old’s hands, they’re completely dirty, because they’re engaging with the world.  But then something happens. School happens and we forget that we are curious beings.  We feel we need to worry about what we get on a test and don’t think about understanding.”
“As a science evangelist I’m trying to get us back with our wonder.”
Sadly, most of us  lost our initial curiosity about science, including me.  And Ainissa is right. We need to get it back.  As citizens, widespread ignorance of science means we are more likely to fall for absurd vaccine conspiracy theories or for politicians who deny the reality of climate change.
Ainissa says schools and major corporations could help put the sizzle back into science.
Too often schools teach to the test. “That has nothing to do with understanding, learning and wonder.” Science should be woven into projects and stories that children learn in other subjects.
Many kids go to McDonald’s after school to use their WiFi and do homework. “There’s a huge opportunity for there to be science on McDonald’s WiFi system to students,” says Ainissa.
“Walmart has many millions of people coming through their doors every day. If you could get 10% to look at a small screen that shows a science PSA (Public Service Announcement), you significantly move the needle,” One place to do this would be in the electronics aisle, where dozens of new TV sets are turned on.
Ainissa also sees opportunities for citizen action. Flint’s water crisis only became widely known after parents worked with scientists from Virginia Tech to confirm there were unsafe levels of lead . “They couldn’t get the information directly, but by using science kits available at a hardware store they were able to test what was in it.”
“They also tested the water in different regions, so they had good data.”  Parents empowered by science were able “to pushback and show that the water in Flint was unacceptable.”