Introduction to Alex McArthur

We have Alex McArthur on the show today, a marketing executive with many years of experience across multiple industries. Most recently he was the Chief Marketing Officer at Kizik, the makers of the innovative hands-free shoes. Before that he was CMO at Purple, the company that disrupted the mattress industry.

Alex’s achievements are many and varied:

• Utah Business CXO of the Year
• Member of the Google Retail Advisory Council
• One of the top 50 Kickstarter campaigns out of over 400,000
• Won a Webby Award for “The Most Boring Films Ever” with Purple and Facebook Creative Shop
• Grew one company from startup to a nine-figure run rate in one year
• Featured in Forbes, Inc., TechCrunch, Nasdaq
• In Google and YouTube case studies

Table of Contents

• Who is Alex McArthur?
• Current Projects that Excite Alex McArthur
• Tactical and Strategic Digital Marketing Advice from Alex McArthur
• Where Does Alex See the Future of Marketing Going?
• How to Get in Contact with Alex McArthur
• Lessons from Alex’s Journey
• Advice to My Younger Self
• Books, Podcasts, and Leaders That Inspire Alex
• Conclusion: The Marketing Maverick

Who is Alex McArthur?

Early Life and Education

Alex McArthur’s life is one of constant movement and change. Born in North Carolina he moved around as a child living in Maryland, Tennessee, California and finally Utah for his senior year of high school. While it was tough at times it helped shape his adaptability and people skills.

Alex’s parents came from humble beginnings. His mom grew up on a tobacco farm in North Carolina and his dad had an alcoholic parent. Determined to create a better life Alex’s dad joined the military and used the GI Bill to go to college. He became a nuclear physicist and changed the trajectory of the family’s life.

After high school Alex served an LDS mission in the Czech Republic then attended Brigham Young University. He started out in computer science but soon realized his passion was at the intersection of technology and communication.

Family

Alex is a proud father of three:

1. 21 year old daughter who is a yoga instructor
2. 19 year old son serving an LDS mission in Ecuador
3. 15 year old son who is a YouTube sensation

Early Career and the Digital World

Alex’s introduction to the digital world was gradual. As a kid he played Minesweeper on his family’s Tandy 2000 computer and experimented with early search engines like AltaVista. In college he started out in computer science but realized he wanted a career that combined technology with human interaction.

This led him to explore many fields before landing on communications thinking it would be the primary medium for digital expression in the future. Little did he know at the time that this would be the foundation for his digital marketing career.

Current Projects that Excite Alex McArthur

At the time of the podcast recording, Alex had recently left his position as CMO at Kizik. He was in a period of exploration, considering various opportunities:

• Consulting with venture firms on potential consumer ideas
• Exploring tech platforms
• Taking time for personal travel and rejuvenation

Alex emphasized the importance of finding the right fit for his next venture, looking for a combination of:

1. A great culture
2. Talented people
3. An innovative idea
4. A product or service he can market effectively

He described his career pattern as typically spending 3-4 years fully dedicated to a role, then transitioning to consulting while exploring new opportunities. Often, one of these consulting projects gains momentum and evolves into his next full-time position.

Tactical and Strategic Digital Marketing Advice from Alex McArthur

Focus on Storytelling

Alex emphasizes the importance of storytelling in marketing. He believes that while many businesses focus on transactional aspects, it’s the story and emotional ties that keep customers connected to a brand. He advises:

1. Spend significant time thinking about your brand’s story
2. Don’t settle for a quick 15-minute brainstorming session
3. Consider all angles and advantages your brand possesses
4. Create a narrative that resonates with your audience

He cites Purple as an example, where they created over 300 videos in a few years, each contributing to the brand’s unique story and helping it become the most searched-for mattress in the world.

Concentrate on One Platform

For smaller businesses with limited resources, Alex recommends focusing on mastering one platform rather than trying to be present everywhere:

• Choose between TikTok, Instagram, or another platform that aligns with your target audience
• Commit to creating high-quality content consistently on that platform
• Build a dedicated audience on one platform rather than having a weak presence across many

Aim for Category-Defining Content

Alex encourages businesses of all sizes to strive for creating category-defining content:

• Set a goal to create the most memorable piece of content in your industry
• This doesn’t necessarily require a large budget – even user-generated content can achieve this
• By aiming high, you increase the potential upside of your marketing efforts

Find Your Unique Angle

Every business has something that makes it unique. Alex advises:

1. Have real conversations with key people in your company to understand what truly sets you apart
2. Don’t be afraid to challenge industry norms if that’s what makes you different
3. Consider surveying your customers to understand what they perceive as your unique qualities
4. Look for small, quirky moments or characteristics that can be amplified into a larger story

For example, the famous Purple egg test originated from a simple demonstration of the gel’s capabilities on a seat cushion. By identifying and amplifying these unique elements, brands can create memorable marketing that sets them apart from competitors.

Where Does Alex See the Future of Marketing Going?

Alex identifies several trends shaping the future of marketing:

1. Digital Polarization

Alex sees a growing divide in the digital space:

• On one side, there’s a demand for simplicity, often met by marketplaces and platforms like Uber and DoorDash
• On the other side, people crave genuine connection, which these simplified solutions often lack

He believes successful future solutions will find ways to combine both elements, offering convenience without sacrificing human connection.

2. Rise of Local and Regional Solutions

While global platforms dominate many markets, Alex sees potential for growth in local and regional solutions that offer a more personalized, connected experience.

3. Productization of Services

Alex predicts a move towards the “productization” of services, particularly in areas like scheduling and fulfillment. He envisions simpler, more streamlined ways to book and receive services, reducing friction in the customer journey.

4. Emphasis on Real-World Connection

Recognizing the limitations and potential negative effects of social media, Alex believes there will be a growing emphasis on facilitating real-world connections and meetups.

5. Adapting to a Changing World Order

Alex recommends staying informed about macro-economic changes and their potential impacts on businesses and consumer behavior. He suggests reading books like “Principles for Dealing with the Changing World Order” by Ray Dalio to gain a broader perspective on these shifts.

How to Get in Contact with Alex McArthur

For those interested in connecting with Alex, he offers several avenues:

1. LinkedIn: Alex is active on LinkedIn and welcomes connections and messages through the platform.
2. Email: You can reach him at alexmcarthur@gmail.com
3. Speaking engagements: Alex is open to various speaking opportunities, from small local events to international conferences.

Alex emphasizes his love for meeting new people and his openness to unconventional opportunities. He regularly has lunch or breakfast with new acquaintances and encourages people to reach out through any of these channels.

Lessons from Alex’s Journey

Embracing Change and Diversity

Alex’s frequent moves during childhood, while challenging at the time, ultimately became a strength. They taught him to:

• Adapt quickly to new environments
• Connect with diverse groups of people
• Find common ground in various situations

These skills have proven invaluable in his marketing career, allowing him to understand and relate to a wide range of audiences.

The Power of Side Hustles

Alex’s career path demonstrates the value of side projects and consulting work. These ventures often led to his next big opportunity, allowing him to explore new industries and ideas without immediately committing to a full-time role.

Balancing Technology and Human Connection

Throughout his career, Alex has sought to balance his interest in technology with his desire for human interaction. This approach has served him well in the digital marketing world, where understanding both the technical aspects and the human elements of communication is crucial.

The Importance of Company Culture

Alex emphasizes the significance of finding the right cultural fit in a workplace. He’s not afraid to leave positions where he feels unable to make a meaningful impact, recognizing that life is too short to remain in unfulfilling roles.

Advice to My Younger Self

If I could go back and give advice to my younger self I would tell him to focus on developing a healthier relationship with stress. I know stress can be a motivator but I often let it consume me unnecessarily especially when it came to worrying about my family.

Key points from my advice:

1. Stress has a purpose but don’t let it control your life
2. Trust that you will find ways to take care of yourself and your family
3. Don’t let worry about the future stop you from enjoying the present
4. Most people “make it” despite their fears and concerns
5. Approach hard moments with a lighter heart and sense of humor

Alex shares a personal story about throwing up in the bathroom while preparing Purple’s public forecast. In hindsight he wishes he had approached those moments with more humor, he knows the decisions were important but the extra stress didn’t benefit anyone.

Books, Podcasts, and Leaders That Inspire Alex

Alex gets inspired from:

1. Podcasts:
• “Acquired” – Alex especially recommends their episode on Costco
2. Books:
• “Principles for Dealing with the Changing World Order” by Ray Dalio
• The title might sound intimidating but Alex finds it has great ideas on how to navigate our changing world
• “The Confidence Gap” by Russ Harris
• This book has been a “life-changer” for Alex, helps him deal with imposter syndrome and manage expectations in his relationships
3. Leaders:
• Not mentioned in the transcript but Alex is a fan of innovative thinkers and adaptable leaders

Conclusion: The Marketing Maverick

Alex McArthur’s journey from a moving child to a marketing executive at the forefront of digital is a proof of adaptability, continuous learning and embracing change. His career shows us:

1. Storytelling in marketing
2. Finding and amplifying what makes a brand unique
3. Balancing technological innovation with human connection
4. Being open to new opportunities and experiences

As the marketing landscape changes professionals like Alex remind us to be curious, to embrace challenges and to always look for the human behind the digital. Whether you’re a seasoned marketer or just starting out there’s much to learn from Alex’s stories and wisdom.

In a world where digital marketing is getting more data driven and automated Alex’s focus on storytelling, emotional connections and real world interactions is a timely reminder of the human side of marketing. As we look to the future it’s clear that success will go to those who can blend technological innovation with human experience.

For aspiring marketers and entrepreneurs Alex’s journey gives us:

1. Don’t be afraid to pivot or explore new industries
2. Always be learning and adapting to new technologies and trends
3. Find unique stories and angles for your brand
4. Go for category defining content even with limited resources
5. Balance digital innovations with human connection
6. Manage stress and keep perspective in high pressure moments

As we navigate the changing world of digital marketing professionals like Alex McArthur are lighthouses, shining a light on the way forward and reminding us of the underlying principles of marketing. By combining innovative thinking with a deep understanding of human behavior and authentic storytelling marketers can keep creating campaigns that mean something to their audience.

The future of marketing as Alex sees it is not just about mastering the latest digital tools or platforms. It’s about understanding the broader societal and economic changes, anticipating the shifts in consumer behavior and meeting the practical and emotional needs of your audience. It’s a future that requires creativity, adaptability and a willingness to challenge the status quo – all things Alex has done throughout his career.

So as we look to the future it’s clear that the most successful marketers will be those who can navigate the complexity of our digital world and never lose sight of the human story at the heart of every brand. They’ll be the ones who can create seamless, convenient experiences without losing the personal touch that builds real brand loyalty. And they’ll be the ones who like Alex are curious, open to new experiences and always looking to connect with others.

In the end Alex McArthur’s story is not just about marketing success – it’s about personal growth, resilience and change. It’s a reminder that in the fast paced world of digital marketing our greatest asset is often our ability to learn, adapt and connect. As we face the challenges and opportunities of the future we should keep these lessons in mind and always strive to create marketing that’s not just effective but meaningful.