At the time I’m recording this it’s a new year. This is a typical time when people plan what they’re going to achieve fitness-wise, financially and professionally. If you’re working on that last one and wonder about what marketing reads you should try, I have some marketing books that could do just the thing. There are Five in all. – Let’s dive right in.
Funnel Reboot Books-of-the-Month for 2026 are below, follow along and by sending me a question via the Get In Touch page, I’ll pose it to the author and get their response on the show.
Thinking up a new product and commercializing it is not easy. All products face Financial, Technological and of course Competitive market barriers. But doing this in the field of Healthcare is not like any other industry. In healthcare, there exist extra regulatory hurdles that make product innovation even more difficult.
Before every medical device is introduced, they must find academics who will research them and publish articles that are heavily scrutinized by peers. Then they have to endure clinical screening before receiving government approval, which applies tight restrictions on what you can say about the product and how it’s used. After they enter most markets, the products must be coded so insurers will reimburse patients who use them. So if you have a health or medical technology product, how can you market it when you face all these limits?”
For the first time here, the mic will be in somebody else’s hands. That person is Cindy Grabowski, founder of Mind Grove, a US-based training platform built specifically for MedTech professionals. Have to disclose that I have no affiliation with Mind Grove, other than giving them a no-charge review of the marketing course on their platform. Anyway, she turned the tables on me to hear me answer how you can market in the Healthcare space with so many constraints.
As I present my points on healthcare marketing, listen for tips on:
Building your digital assets throughout your product’s lifecycle
Setting up campaigns on digital channels without breeching privacy
Engaging your patient population to create your content for you
Getting buy-in from decision-makers on upgrades to your marketing program.
So give this unique talk I have with Cindy a listen – I imagine even if you aren’t in Healthcare Marketing, you’ll come away with better ideas on how to overcome your own constraints. Let’s go hear how we can navigate around constraints.
04:33 The Big Question: Why is Healthcare so hard?
06:38 Leveraging Data in Healthcare Marketing
09:56 Case Study: EndoGastric Solutions
17:27 Optimizing Digital Presence and Compliance
33:57 Skills for measuring, managing Healthcare Marketing
People/Products/Concepts Mentioned in Show
Cindy Grabowski is a Clinical Affairs Executive with 30 years of experience in MedTech companies. She founded the MindGrove training platform to help develop tomorrow’s medtech leaders and believes true success comes from balancing work with well-being.
The world we inhabit today is, in countless ways, an extended echo of breakthroughs made by two extraordinary cultures that came from a compact corner of the mediterranean between the 4th century BCE to the 2nd century of the current era. I’m talking about Greece and Rome, whose influence on contemporary language, thought, and culture is so deeply woven into the modern world that we navigate it every day without noticing. Taking just language, be it English, French, Spanish or Italian, they all use words with origins that tie back to ancient law, institutions, arts and sciences. The concepts they gave linguistic expression to are stitched into everything that comes out of our mouths.
You’ll hear a passionate discussion today by two guys who both did an undergrad in classics. But you won’t need to know anything about this to get great marketing lessons from today’s talk. Believe it or not, the ancients can teach us a fair bit about marketing!
Our guest’s undergraduate courses taken at the University of Oxford in Classical Greek Language and Literature inspired him to write the book we’re discussing today.
He is a trainer, author, strategist, and lecturer who applies Storytelling, Behavioural Economics, and insight-driven thinking to brands and communications. Serving as a Course Director for several professional institutes, he also delivers TEDx talks and has spoken on stages around the world. His clients span organizations such as the BBC, Panasonic, Nokia, The Royal Albert Hall, and the UK National Health Service. An accomplished writer, he has published several award-winning books, including The Storytelling Book, which has sold 40,000 copies.
His seventh book, The Classical Marketing Book, is being released in North America at the start of 2026. Let’s go to the UK to speak with Anthony ‘Tas’ Tasgal.
Chapters Timestamps
0:00:00Introducing Tas Tasgal
0:02:48How Ancient Cultures Inform Modern Marketing Today
0:06:29Uncovering Marketing Power in Word Origins
0:10:26Using Ancient Myths for Market Segmentation
0:13:33Connecting Behavioral Economics with Storytelling Power
0:17:21Strategies to Avoid Marketing’s ‘Junk Folder’
0:21:52Crafting Persuasive Frames with Historical Stories
0:26:43The Power and Peril of Condensed Language
0:30:53Mastering Persuasion with Ethos, Logos, and Pathos
0:34:48Satire and Timeless Human Patterns in Marketing
0:37:57Tapping into Ancient Wisdom for Modern Marketing
We often hear marketers talk about how vital their work is to sales. What we don’t hear nearly as often is the reverse: how essential sales is to a well-functioning marketing team. If marketing creates the content, sales provides the context. And that context is what makes campaigns relevant, credible, and grounded in the real world. Sales teams feed marketing the on-the-ground truth—what prospects are actually saying, how they react to new pricing, and how they interpret a company’s positioning in different segments. That’s especially clear when a business serving the SMB market tries to move upmarket. Sales hears almost immediately how enterprise buyers perceive the brand, revealing the gaps marketing must close for the company to compete at that level. It’s a live feedback loop marketers can’t get anywhere else. Bridging those gaps requires real collaboration—sitting in on each other’s meetings, sharing insights early, and recognizing that both functions are cogs in the same revenue engine. Their shared job is to keep that engine running smoothly. Our guest today understands that better than most. He’s a fractional leader of revenue and go-to-market teams, and host of the Revenue Problem Solvers Podcast, where leaders drop the script and speak candidly about what it really takes to build growth teams. He’s known for diagnosing the true cause of weak team performance – something he knows well from playing intervarsity sports. He gets frontline performing again too, using a coach’s tone to get them back on track. And he doesn’t restrict this just to his day-job, this Southwestern Ontario native spends his weekends behind the bench as a minor hockey coach. Let’s go talk with Karl Ortmanns.
Is your Brand truly memorable? Would a person who bought from you a year ago be able to recall your name or say what they found compelling about you? The reality is that a lot of brands are instantly forgettable.
You don’t have to wallow in a world of Meh – you can turn your brand into something memorable – we’re going to hear a process that’s been codified in a book that came out in 2025 called BrandJitsu. .
Listen in as we delve into the book’s process, which begins not with a funnel but with a Loop we’ve got to Embrace. We’ll hear how to plumb the depths of our brand by thinking of it as an Iceberg. Lastly, we’ll drill into a brand’s DNA to find out how we can spread its unique outlook.
Our guest was tired of working with brands that felt like they were screaming into the void, so he designed a process that let customers feel, remember, and advocate for a brand. He honed his methodology as a creative director, and founded the brand agency called Make More Creative to help brands that had this problem solve it outright.
He is also Host of TheRebelRebelPodcast and Speaker and mentor for the Canadian Trade Accelerator Program. Let’s go to Calgary Alberta to speak with Michael Dargie.
