In 2020 of the top 200 bestselling business books, only 17 were written by women. That’s equal to the number of business bestsellers written by men named John or Jon. A statistic that is a compelling reminder of the importance of widening the lens and bursting the male-dominated bubble of thought leadership in the marketing industry. 

The male bias in marketing thought leadership begins early. Writing in the Harvard Business Review Lesley Symons, Leadership Coach and Mentor, revealed research showing that only 11% of top business school case studies have a female protagonist. 

The Women in Marketing Fresh Reads series, in partnership with Dentsu Creative, aims to challenge the male-dominated narrative of marketing thought leadership. Each month winners and supporters of the Women in Marketing Awards are reviewing and highlighting the most innovative creativity, culture, and marketing books, which also just happen to be primarily written by women. Books that will be welcome additions to the reading lists of progressive marketers.

This month Alice Yu Yuebo, Founder of Mama on Palette, Singapore’s first community for mothers who love art, has chosen to review The Whole Marketer by Abigail Dixon. A book in which Yu Yuebo herself is quoted. 

Having had the honour of being quoted in The Whole Marketer, it is another honour to review this book by Abigail Dixon. I was first approached by Abi in August 2020, not long after I was honoured as a winner in the Women in Marketing Global Awards.

In the book, I share why empathy is a must-have skill for marketers. We need to understand our customers first: what they really care about and what drives up their emotions in order to develop relevant campaigns. Thanks to Abi, she’s blended in my opinion very nicely with case studies and stories to prove this point.

My eyes were opened when I read the full book. This is not a usual marketing book, but a profound resource that covers leadership, attitude towards living, personal growth and more. It is in fact a suitable read for anyone who wonders about their career decisions and moves, regardless of their professions. Because the way of thinking and skills are transferable beyond the realms of marketing.

In today’s era where Generative AI has taken over certain marketing tasks, the book’s content stays relevant. This is because it’s not only focusing on the hard skillset, but also the mindset towards change. 

As the technology landscape evolves, marketers have to evolve, too. We certainly need to learn new things in order to improve our game, work more efficiently, and help our brand stay competitive. What remains is the customer-centric attitude, willingness to test and learn, and maybe the agile marketing approach in face of a VUCA environment. Instead of jumping onto the whole metaverse or AI bandwagon, we still need to think clearly: what matters to our customers and what’s the best value my brand brings?

I was humbled that Abigail picked me to be part of the book alongside many giants in the world of marketing. As I grew into leadership roles, I found the content not only useful for myself but also vital advice for building a high-performing team. It helps me understand my own leadership style, how to motivate the team by understanding each of their visions and needs and drive the momentum towards a common goal.

Abigail is a great marketer herself. After publishing the book, she went on to build a thriving community around The Whole Marketer. She has continued to feature inspirational individuals on her podcast and in her newsletter. She’s also run a few successful events and training sessions to bring ample content to life. The way she engages the book community is authentic and triggers curiosity with a combination of thought-leadership, personalised greetings, and useful tips. Something all book authors should learn from.

P.S. The book is no longer with me now. I have gifted it to one of my junior interns who is taking his first steps into marketing. I have no doubt that he will benefit from the profound content of strategies, insights and sharing in the book to build a solid understanding of marketing as a whole.

You can learn more about The Whole Marketer community here and buy a copy of the book here.