Listen To: Generosity at Work, Cultivating Emotion and Reaching "Non-Moms"

Welcome to the first installment of a weekly feature here at Cardwell Beach that we’re calling “Listen To,” which features our take on the best business podcasts of the week.

The goal is to provide a quick snapshot of some of the audio stories, conversations and interviews that have piqued our interest each week, offering unexpected insights into different corners of the marketing and sales world.

This week, we recommend:

Podcast: Office Hours (with Daniel Pink)
Episode: Adam Grant
Prolific business journalist Daniel Pink (author of books like “Drive” and “A Whole New Mind”) produces this periodic podcast of interviews with researchers and entrepreneurs. This recent episode features Wharton School professor Adam Grant, whose work looks at the role of generosity in growing and sustaining a business. Grant’s research, which he recently published in the best-selling “Give and Take,” shows how altruism pays off in unexpected ways, whether building a professional network, securing clients or selling a product or service. His concept of “givers” is a nuanced analysis of when generosity helps and when it hurts, and could be vital to businesses looking to establish a new relationship with clients.

Podcast: Stanford ECorner
Episode: Susan Koger- Find Your Venture’s Emotional Core
Stanford is widely regarded as a hub of budding entrepreneurs, and the university’s Technology Ventures Program hosts a conversation with a different start-up leader or investor each week. In this podcast, ModCloth co-founder Susan Koger talks about how she puts customers at the center of decision-making at the online women’s clothing business. Her customers are loyal to the business, she explains, because they feel that their voice is being heard and respected by management, and the brand helps facilitate an emotional connection to the business.

Podcast: The Broad Experience
Episode: Non-Moms
Journalist Ashley Milne-Tyte hosts “The Broad Experience,” a podcast that dives into the world of working women. In the brief “Non-Moms” segment, Milne-Tyte explores the frustrations of so-called ‘non-moms,’ professional women who do not have children. With most advertising and marketing campaigns geared towards mothers, these women often feel alienated by brands that don’t focus on their own choices or experiences. It’s a reminder that companies would do well to consider under-the-radar groups and niches when thinking about sales and outreach.

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