How marketing can fix the global economic crisis - James Hankins and JP Castlin

A double header episode as I speak with JP Castlin and James Hankins on the back of their Cannes 2022 talk, in partnership with WARC, "The Gravity of e-commerce".JP Castlin is an independent consultant who coined the term naturalized strategy-making and created the ABCDE framework. JP has been featured in Marketing Week, The Drum, WARC and more, and he also wrote "Strategy in Polemy". James Hankins is the founder of Vizer Consulting & Global VP Marketing Strategy and Planning at SAGE.View JP & James' WARC report here.What we covered in this episode:How the pandemic inspired the Cannes collaborationThe one question everyone was asking at CannesWhat is driving the sudden adjustment in e-commerce valuationsPresenting straight after Gary V’s Cannes talk and our obsession with new thingsThe threat of Stagflation and how it will impact the economyReturning to the 4 P’s for the solution to the problemThe gravity effect of e-commerce and the challenging cost efficiencyDefining the model as a shift from one-to-many from many-to-oneWhy marketers are needed to solve this problemThe real cost of returning e-commerce productsThe long and short effect of guaranteed returnsHow Amazon mitigated the cost of product returnsWhy marketers needs to see the whole picture to solve the puzzleThe Nike business model and how even they struggle to do e-commerceWhy growth-first companies like Uber Eats fail to make a profitThe Vegan Sausage roll principle and the challenge of second-hand car buying platformsWhy fulfilment capability is so critical for e-commerce businessesWhy Cinch are set up to beat Cazoo in the car e-commerce warThe importance of understanding your business model firstUsing creativity to solve the most fundamental commercial challengesWhat we can all learn from the Next annual report and their emergent strategyThe pivotal role of the CMO in a commercial crisis