113. James Hurman on Building Future Demand: Creativity, Brand and Escaping the ‘Performance Trap’

Most marketers are under pressure to deliver results fast. But when all of the focus goes into capturing demand that already exists, businesses eventually limit their ability to grow. Sustainable growth comes from balancing the customers ready to buy today with those who will enter the market tomorrow.

In this episode, James Lawrence sits down with marketing effectiveness expert, entrepreneur and author James Hurman to unpack the ideas behind his new book, Future Demand. Together, they explore why so many businesses fall into the performance trap, what future demand actually means, why creativity remains one of marketing's most powerful growth levers, and how marketers can better communicate the value of long-term investment to CEOs, CFOs and boards.

Visit: futuredemand.com

Key Takeaways:

• Why businesses that focus only on short-term performance eventually hit a growth ceiling
• The ‘performance trap’ and how marketing teams unintentionally create it
• The role creativity plays in capturing the attention of future buyers
• Why marketers need to become better at communicating marketing's value internally
• Practical ways to build support for long-term marketing investment across leadership teams
• How companies can gradually shift from performance-only marketing to a more balanced growth strategy

Guest:

James Hurman is one of the world’s leading experts on marketing and advertising effectiveness. A former strategic planner, James has won more than 50 advertising effectiveness awards and was named the world’s number one strategic planning director in 2013. He is the co-founder of Tracksuit, Senior Advisor at Lions Advisory, Program Director of the Master of Advertising Effectiveness and author of Future Demand.

You can follow James on LinkedIn.

Find Us Online:

• James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
• Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
• Rocket Agency Website: https://rocketagency.com.au/
• Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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