Tom Goodwin

Hello, I'm a digital business transformation specialist, and the founder of All We Have Is Now (AWHIN, Inc), a consultancy created to help companies unleash the power of new technology, with a focus on making better products and services and on consumer centricity.

I'm the host of "The Edge", an original series on Euronews which reaches 250 million households, explores the future of business and culture through technology and spotlights the companies and people taking bold leaps into what’s next.

And recently I wrote  Digital Darwinism, a business book that has been translated into seven languages, now in a brand new edition.

As you can see I've got 700,000 followers on here, after being voted as the #1 Voice in Marketing. I'm a global Keynote speaker, delivering over 100 keynote speeches at leading public and private events across more than 42 countries.  I like to span the gap between pundit and practitioner. 

I now advise Fortune 500 companies and startups on business transformation and innovation. As a proponent of “nowism,” a more practical form of futurism, I think that we have all the technology we need at our disposal and we can drive meaningful growth by taking action and using our imagination to unleash its power. 

Over the past 20 years, I've built a career spanning digital, creative/advertising, and media agencies, and studied the impact of new technology, new consumer behaviors, and changing rules of business. 

This experience informs my work in digital transformation and innovation. My work has been referenced in The New York Times and The Economist. I've published over 500 articles in publications including The Guardian, TechCrunch, Forbes, Digiday, Quartz, Marketing Week, Adweek, and the World Economic Forum. 

I don't know more than others, but I know enough to ask good questions and listen to those who know more about things.  My style is provocative. I do this to get better and more passionate answers, not because I care one iota about engagement stats or building a community, but because I'm curious and like to learn.

I passionately believe that we're alive at the most interesting time in the world, that new technology is making incredible things possible and that it creates enormously exciting and profound new things achievable for many people and businesses.  I also think change is misunderstood, that many things are not changing, that many movements create existential threats and I'm here to try to provide guidance through this.

Co-Founder

Realistically if you were to build your company today, it wouldn't quite look like it does.

Ambitious CEO's, CIO's and CMO's are wrestling with the altered economics, dynamics, threats and opportunities of a world where technology has changed consumer behaviors, expectations and altered how companies are valued by the stock market.

It's very easy to change in a superficial way. It's fast, cheap, risk free, and requires no political risk or buy in. Deep change is what makes a difference.

We use imagination, clarity, and optimism to provoke ambitious companies into meaningful change.

It starts with well intentioned provocation, rethinking the assumptions you've made, generating a new vision, then building new processes, structures and protocols for your future. It then requires a change of culture to foster an environment of innovation and agility.

If you are happy with robust thinking, honesty, and unleashing the power of bold optimistic thinking, please get in touch to find out more about our program and booking a provocation session.

This is a fake story on Facebook and it's harmless, right? 

It's not the most damaging story ever, it's not like selling a cure for cancer that does't work, or making up political stuff to energize the base, it's not going to destabilize the world.

But this is just where we are now. It's just how life is. 

It's a fake AI image, with fake quotes, about a thing that's not happening.

It takes you a site where lots of ads are jammed into your eyeballs.

Because that's the model now.

- Facebook makes the money from promoting this fake story, because they don't care that 10% of their revenue comes from scams.

- The fake newsite (Vibetunes) makes a bit of cash, Dazzling Dolphins gets to make cash and gets some followers.

- Meanwhile the story goes a little viral as 3000 people jump in saying" hey guys, this is fake", and meanwhile some suckers think it's all real.

And everyone wins,  right?

I do wonder what the cost of the current media environment is. 

When you have a generation of people that, at best, don't know what to believe and, at worst, believe in stuff that's not true. 

When I started in advertising in 2001,  we had a painstaking process where EVERY claim made in a TV ad would need to be pre-approved by the BACC.

To TAKE money or PLACE money with ads was a big deal, it was a responsibility.

And now because we put things in the internet, we lost that oversight.

Everyone shrugs and nobody cares, because it could have been worse. 

I do wonder how we can take back the  high ground. 

How we can create a media environment that's based around informing people. 

Not tricking them. 

And how to we get Facebook and other providers of absolute junk to be smashed into a pulp like they deserve to be. 

You're not a platform that isn't technical culpable, you're the problem. 

When you said move fast and break things, you broke trust. You broke the tacit rules of society, of decency, or responsibility. 

AI is great, but let's not use it to destroy trust at scale.

Business Transformation Consultant- A focus on pragmatic use of AI and how it impacts culture, workflows and business structure | Author | Keynote Speaker | Trainer | 4 x LinkedIn #1 Voice in Marketing

We build high-performing marketing teams that think, act, and perform at a higher level.

“Beloved Brands is the best marketing training that I've ever attended!”

I’ve built brands for the world’s biggest companies—Johnson & Johnson, Coke, and General Mills—and now I help marketing teams develop the capabilities they need to win in today’s competitive landscape.

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 🎓 📚 📈

If your marketing team is not delivering to your expectations, you're not alone. Our marketing training is designed to equip your team with the tools and strategies to overcome these hurdles and drive stronger results.
 
• Deep dive analytics → deeper understanding
• Strategic frameworks → shaper thinking
• Brand Positioning → stronger reputation
• Brand planning → link to business results
• Marketing Execution → moving consumers

Experience the Beloved Brands difference!

Our Beloved Brands marketing training program is hands-on, intensive, challenging, real-world, and designed to elevate the marketer’s performance.

We don’t teach theory. We build capability.

Your marketing team gains sharper thinking, stronger tools, practical frameworks, and the confidence to operate at a higher level from day one.

You will see a difference in how your team thinks, acts, and performs.

Learn more about our Beloved Brands Marketing Training:

https://beloved-brands.com/marketing-training-program/

𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴 🧠 📈 💡

We help you define what your brand stands for. Then, we help build a strategic plan to achieve the best possible future.

Everyone must know what the brand stands for—every employee, partner, and customer. We make sure that everyone knows the strategies and their role in delivering those strategies.

https://beloved-brands.com/brand-consulting/

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗖𝗮𝗿𝗲𝗲𝗿  🌐 💼 🚀 🏢 💻

In my marketing career, I led some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP of Marketing. I have won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product, and 4 Effie advertising awards. 

𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸𝘀 📕 📔 📚 

I wrote my book, Beloved Brands, as the playbook for how to build a brand that consumers will love. 85% of our reviewers give us a 5-star rating.

https://www.amazon.com/dp/B09RY3DNBP

Graham Robertson

If your marketing team is not meeting your expectations, it will reflect on you.

Missed growth targets.
Wasted spend.
Endless debates.
Too many ideas.
Not enough impact.

And no—it’s usually not because they’re lazy or untalented.

It shows up when:
• Opinions replace analysis
• Tactics come before strategy
• “Everyone” becomes the target
• Brand plans try to do everything
• Execution drifts away from the strategy

That’s not an effort issue.
That’s a capability gap.

Working harder won’t fix it.
More meetings won’t fix it.
New agencies won’t fix it.

What fixes it is sharper thinking:
– Using data to define the real problem
– Framing the right strategic questions
– Making hard choices on positioning and focus
– Linking plans to financial impact
– Executing with discipline and consistency

This carousel lays out the five talent pain points holding marketing teams back—and exactly what needs to change.

If you feel this one a little too closely, that’s a signal.

Time to act.

Graham Robertson 

CMO • Marketing Training & Brand Strategy • Former VP of Marketing • Ex J&J, Coke, General Mills • Founder & CMO of Beloved Brands • We will sharpen your marketing team’s thinking • Author of Beloved Brands

Pain Points for Marketing leaders

If you think marketing and branding are different things, you’re probably working for someone who does both. 

And if you think marketing is just communications...

Does that mean you're okay with non-marketers now doing marketing activities like pricing, distribution, and new products?

If pricing sits with finance, do they know about the consumer? Do they understand that the more connected the consumer is to the brand, the more they will pay? 

If distribution sits with sales, do they know where consumers want to buy, or do they focus on where they sell? 

If a product sits with R&D, without consumer knowledge, do they just randomly invent things? 
 
So marketing becomes…“the ad team.” 

Do you just advertise what someone in the lab made?

If the new product is fast this year, do you shift your entire brand to stand for speed? Then the next year, the lab creates something that is long-lasting? The year after, you become all about safety? 

And you said you're good at branding? Lol. 

Your customer will think you're nuts. 

Having marketing activities run by different groups means we are carving out all the elements into silos that don't talk with each other.

Real marketers think across the whole system:

• New products
• Pricing strategy
• In-store execution
• Working with sales
• Driving the P&L — revenue, profit, margins

Marketing connects everything.

So if your definition of “marketer” stops at messaging, you're not really the same job as the 'real marketers.'

Instead of stealing their title, why don't you get a new title, like 'marketing communications,' and leave 'marketing' to those who are actually doing the work?

When someone says, “Tell me about yourself” — most marketers ramble.

They list jobs. Titles. Years. Responsibilities.

That’s not a personal brand story. That’s a resume read out loud.

Smart marketers build a Personal Profile the same way they build a brand:

• Clear reputation you want to be known for
• The difference you make
• Proof from your background
• Unique experiences that separate you
• A closing promise that defines your purpose

Think of your personal profile as your 7-second brand positioning statement — expanded.

You should have:
 ✅ A short version for networking and interviews
 ✅ A longer version for your LinkedIn and speaking bios
 ✅ A structured story that shows your impact — not just your history

If you can’t explain your personal brand clearly, you’re leaving your career story up to chance.

I put together a simple Personal Profile framework you can use to build yours — step by step.

Read it here:

👉 https://lnkd.in/e7kP9Vkm

Build your personal brand story with the same discipline you use to build great brands. That’s how careers accelerate.

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The Battle

Tom Goodwin

Graham Robertson

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taplio

The Battle

Tom Goodwin

Graham Robertson

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Tom Goodwin's LinkedIn Performance

Performance ScoreGraham Robertson's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreTom Goodwin's LinkedIn Performance