Tom Goodwin
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Articles by Tom Goodwin
April 2026 Client of the Month: Vicky Lincoln Garden Design
This month we spoke to Vicky, design director of Vicky Lincoln Garden Design. Vicky Lincoln Garden Design | Instagram | Facebook As a Garden Designer and Consultant, I help busy professionals create their dream garden, so that they can spend more time relaxing outdoors, and enjoying themselves with friends and family.
The Cost of Cheap Marketing: Why It Fails to Deliver
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September 2025 Client of the Month: Diane Jane Ball
This month we spoke to Diane, self-employed English tutor and self-published author. Diane Jane Ball | Facebook | Goodreads I am an English tutor but have self-published a novel of biographical fiction based upon the life of Jane Austen and her family and friends. I have always enjoyed writing and before I worked in education I was a freelance writer.
5 things you need to know about ducted aircon before summer
Looking to keep cool this summer? Daikin ducted air conditioning could be the right solution for your home. Sponsored by Daikin. Daikin offers a range of ducted air conditioning solutions to suit just about any home. To learn more about the complete range of ducted systems from Daikin, visit the Daikin website.
Click Frenzy mayhem! Up to 50% off Sennheiser headphones & headsets
From May 12 to May 18, you can score great bargains from the Sennheiser range. It's a must-see sale for any audiophile! Sponsored by Sennheiser. Whether you use your Sennheiser products at home or on the go, Sennheiser stands for outstanding sound without compromise. Experience Sennheiser quality for yourself. Explore the full range of sale products today. While stocks last. Click Frenzy is on! From May 12 until May 18, you can score up to 50% off a huge range of Sennheiser headsets and headphones.
EOFY heater sale: Save 70% on heaters and electric blankets
End of financial year 2024 Amazon sales One of the biggest online retailers in the world has a boatload of exceptional deals for you to shop this EOFY. Washing machine EOFY sales 2024 Looking to score a deal on a washing machine? Browse through these EOFY deals. Dell sales and deals EOFY 2024 Looking for deals from Dell this end of financial year? We’ve found the top offers on now. Apple sales and deals EOFY 2024 Shop deals on iPhones, Macbooks, desktops and more.
Edition 21
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Edition 8
Welcome to the eighth weekly edition of Nowism. The Covid era has been a time of abnormal behavior, with almost all trend lines reverting to the norm. Sales of eBikes are just one example of this. What we often saw was future demand being pulled forward, but many companies misunderstood this to be a new era of acceleration towards a new trend line.
Edition 3
Welcome to the third weekly edition of Nowism. I was at London TechWeek this week where many words were spoken but nothing was said. Rishi Sunak epitomized the spirit of the event expressing lofty hopes for AI and Web3, seemingly rooted in no understanding of what they were or meant, which is quite reasonable in the case of Web3. I was quoted in The Telegraph for suggesting that the UK’s Tech Policy was based on someone finding some old Wired magazines.
The Power of the Paradigm Shift
Toyota employed some of the best electrical engineers in the world to tell it that the things Tesla were secretly working on were impossible. This perhaps best explains Tesla, which with less than 15 years’ experience in the car industry, can make vehicles that accelerate faster than any other road car ever known. Who on earth is Elon Musk to come into this category and do what is widely thought to be impossible?
NHS can use its power as an employer to create a more just society
Corona Virus breaking news and critical stories remain free for registered users Certain articles and Insight pieces remain paying-subscriber only content As a registered user you will get access to: Daily News: an essential email round-up of all the latest news, comment and best practice Breaking news headlines delivered directly to your inbox Limited access to hsj.co.uk Already registered to HSJ? Sign in now
Engaging with the new normal
“There’s been a tendency to assume the need for recognition and ongoing feedback is just a generational thing, required by younger workers who have grown up with a barrage of feedback through social media,” says Cates. “Research, like that conducted by Gary Chapman and Paul White (co-authors of The 5 Languages of Appreciation in the Workplace), however, indicate that’s not the case.
Restoring public values: the role of public procurement
by Tom Lloyd Goodwin, Joe Bilsborough and Neil McInroy As we attempt to recover from Covid-19, we must seek to equip the local and national state with an inbuilt resilience and adequate contingency to tackle the other crises it has for so long ignored: poverty, social care, housing and – most significantly of all – the climate emergency.
Avoid payroll misconceptions
Technology, Kimberling explains, relies to a significant degree on the ability of individuals to make considered, timely decisions and enter data accurately. So having access to the best technology in the world doesn’t necessarily mean that you’re getting the best results possible – that hinges on whether it’s being used correctly, or even whether it meets the fundamental needs of your company in the first place.
NHS procurement strategy should aim to boost local economies, not save money
Corona Virus breaking news and critical stories remain free for registered users Certain articles and Insight pieces remain paying-subscriber only content As a registered user you will get access to: Daily News: an essential email round-up of all the latest news, comment and best practice Breaking news headlines delivered directly to your inbox Limited access to hsj.co.uk Already registered to HSJ? Sign in now
“A time to do tricky things.” In conversation with Tom Goodwin
Sam Tidmarsh sits down with Tom Goodwin, Head of Futures and Insight for Publicis Groupe to ask what marketers should be doing at the moment, where budgets should be spent, and how Covid-19 has changed the tech landscape. What should marketers be thinking about at the moment? I think for me, we always have to be very careful about generalist advice. The reality is that every single country has a different situation.
Processes in the time of COVID-19
In difficult times like these, it’s crucial to have effective workplace procedures in place. Karlie Cremin of DLPA shares her insights We live in a time where many businesses have been thrust into upheaval. There’s uncertainty, misinformation, fear and what is turning into a prolonged period of stress. Both the human and wider economic cost of COVID-19 have been devastating, and individuals and businesses alike are still grappling with its full effects. That said, there are also stories of hope.
It’s time to rethink your digital opportunities
Think:Act Magazine Central Europe Digital Darwinism author Tom Goodwin weighs in on Gen Z, radical change and the importance of being unique by Janet Anderson photos by Kyle Dorosz Read more about the topic "Digital Darwinism" Many voices offer guidance for our increasingly complex digital age. Yet one stands out with unique common sense and humanity.
The bigger they are, the harder they fall - WeWork and Uber’s fight against reality
By Tom Goodwin We now know that Uber is worth one of two amounts: precisely $68.95bn or absolutely anything. Never before has a company both been a worthless empty assetless cathedral to hope over unit economics and an invaluable first mover stake in the future of all human mobility. San Francisco is a city built on hope against all odds and it shows. A place where anything that seems to struggle to make profit is immediately validated by the exceptional nature of Amazon.
The bigger they are, the harder they fall - WeWork and Uber’s fight against reality
We now know that Uber is worth one of two amounts: precisely $68.95bn or absolutely anything. Never before has a company both been a worthless empty assetless cathedral to hope over unit economics and an invaluable first mover stake in the future of all human mobility. San Francisco is a city built on hope against all odds and it shows. A place where anything that seems to struggle to make profit is immediately validated by the exceptional nature of Amazon.
Pursuing payment at all costs
The rising number of apartments in urban centres has led to an increasing number of bodies corporate throughout New Zealand needing a range of service providers, particularly construction contractors to assist in dealing with the fallout of the leaky building crisis. Unfortunately, it can be difficult to get payment from the body corporate once work is complete, even if it has been properly done.
JUNE TOP READER PICK Finding real strength in numbers through data partnerships
First in a series of three articles about the changing nature of data strategy for businesses. Excerpted from Data Leverage: Unlocking the Surprising Growth Potential of Data Partnerships by Christian J. Ward and James J. Ward. Reprinted with the authors’ permission. More data strategy and data privacy articles can be found at Ward PLLC. If you speak with executives at a multi-billion dollar industry leader and then speak with small business owners, you’ll notice some striking similarities.
Finding real strength in numbers through data partnerships
(This is the first in a series of three articles about the changing nature of data strategy for businesses. They are excerpted from Data Leverage: Unlocking the Surprising Growth Potential of Data Partnerships. The book was written by Christian J. Ward and James J. Ward and is reprinted with their permission.) If you speak with executives at a multi-billion dollar industry leader and then speak with small business owners, you’ll notice some striking similarities.
7 things to think about voice
Tom Goodwin is EVP, head of innovation at Zenith Media and the co-founder of the Interesting People in Interesting Times event series and podcast. More posts by this contributor The next few years will see voice automation take over many aspects of our lives. Although voice won’t change everything, it will be part of a movement that heralds a new way to think about our relationship with devices, screens, our data and interactions. We will become more task-specific and less program-oriented.
Brand Innovation: A New Disruption Theory
When the iPhone launched in 2007, it was both the best phone the world had ever seen and Apple’s first phone. Dyson’s first ever Vacuum cleaner was the best ever vacuum ever made at launch. When Tony Faddell made Nest Lab’s first Thermostat, it was also by far the best in class.
Social media, politics, and the bubble of distraction
Konnikova discusses the idea of changing norms: how we behave as a society, where we get our ideas about how to act, and how fixed vs. malleable they are. She explains that what drives all human behavior is simple. We would much rather be liked, than we would to be right. “Throughout history, human beings want to go with the majority, rather than be the lone person doing the morally right thing to do,” she says.
Patterns, Predictability, and the Rise of Donald Trump
Think you’ve heard that song before? Were there more Jennifer’s or Jessica’s in your class at school? And what does this have to do with the rise of Donald Trump? In the latest episode of the Interesting People in Interesting Times podcast, Derek Thompson, author of Hitmakers: The Science of Popularity in an Age of Distraction, explains what influences our thinking, drives our choices, and ultimately dictates human behavior.
What Does a Next-Level Digital Transformation Office Look Like?
Unsuccessful digital transformations are sadly common. Here are four markers of progress, and how the program office should transform itself. Digital transformation is picking up speed — and urgency. A 2017 IMD survey of 636 executives found 75 percent expect digital disruption to have a truly transformational impact on their industries. That’s up from 17 percent when the survey was first fielded just two years prior. Unfortunately, most transformational efforts underachieve.
The battle for consumers gets physical (instead of virtual) – TechCrunch
Tom Goodwin Contributor Tom Goodwin is EVP, head of innovation at Zenith Media and the co-founder of the Interesting People in Interesting Times event series and podcast. More posts by this contributor The world’s largest taxi firm, Uber, is buying cars. The world’s most popular media company, Facebook, now commissions content. The world’s most valuable retailer is now Amazon, and has more than 350 stores. And the world’s largest hospitality provider, Airbnb, increasingly owns real estate.
A new way to think about products
After I eagerly purchased Echo when it was first launched, it sat unused, attracting dust and guilt for several months. Each and every week, I’m emailed by Amazon to remind me what the Echo can now do. It’s an extraordinary product. As I get better at knowing when to use it, it equally gets better at understanding my voice, and more companies and systems integrate within it. The Echo’s functional capability slowly improves. This is not how products are supposed to work.
The Next Chapter in Reality.
Up until this point we’ve only ever known screens that got smaller and that we got closer to, but also more immersive and personal, with ARKit and ARCore we see the next chapter in advertising. An entirely new experience that could change how we think about media and advertising.
Tamagotchis are the original smartphones-and we need to let them die.
It was never meant to be this way. At first we started checking on them as we waited for trains. Then we worried about them while waiting for the elevator—and then in the elevator. We checked them as we woke up and then again just before we went to bed. Then we checked them in the snatched moments in which we couldn’t sleep. Our phones are an abusive, demanding, and needy digital entity; a Tamagotchi for the modern age. They don’t look after us—we look after them.
Businesses weren't ready for electricity or digitalization. Here's how they can get AI right
While everyone is talking about AI, I've a feeling pretty much everyone is getting it wrong. Historically we make the same mistakes, we swap out an old technology with a new one, rather than building around what's newly possible. In our need to be seen to be quick, to get the headlines for innovation, to excitedly embrace the new we ruin everything that is new and transformative, and instead limit the benefits with mere augmentation.
How to use Artificial Intelligence in Business.
While everyone is talking about AI, I've a feeling pretty much everyone is getting it wrong. Historically we make the same mistakes, we swap out an old technology with a new one, rather than building around what's newly possible. In our need to be seen to be quick, to get the headlines for innovation, to excitedly embrace the new we ruin everything that is new and transformative, and instead limit the benefits with mere augmentation. We've made the exact same mistakes before...
Why the Apple Watch will fail.
Predictions are hard, especially about the future, and thus the remarkably exact estimates we see from analysts about Apple Watch sales reveal to me quite how idiotic the finance world can be. I'm not sure what sales of the first flying car, hoverboard, "meal in a pill" or invisibility cloak will be, yet this is another category that doesn't yet exist that "experts" are pinning numbers on.
A New Theory For Disruption - The Paradigm Leap
When the iPhone launched in 2007, it was both the best phone the world had ever seen, and Apple’s first phone. Dyson’s first ever Vacuum cleaner was the best ever vacuum ever made at launch. When Tony Faddell made Nest Lab's first Thermostat, it was also by far the best in class.
A New Theory For Disruption
When the iPhone launched in 2007, it was both the best phone the world had ever seen, and Apple's first phone. Dyson's first ever Vacuum cleaner was the best ever vacuum ever made at launch. When Tony Faddell made Nest Lab's first Thermometer, it was also by far the best in class.
A call for interesting speakers and people in New York
Last month I hosted the first meetup called "interesting people in interesting times" in New York. It came from the belief that these are amazing times, that most people in the world are interesting, that lots of good debate and inspiration happen online, but in my experience most real life events are a bit disappointing. Honestly, most conferences are totally crap, most meetups are awkward, I see time and time again fascinating people being boring.
Everyone Is A Tech Company Now.
The cost of doing business in the modern age is to unleash the power of what’s possible and to make the best customer experience possible, increasingly that means perfecting not just hardware, but software. In October 2012 Tesla noticed a problem with their Model S’s catching fire. The issue was that their vehicles were riding a little low.
Everyone Is A Tech Company Now.
Check out this article first on Forbes. A shorter version is posted below. The cost of doing business in the modern age is to unleash the power of what's possible and to make the best customer experience possible, increasingly that means perfecting not just hardware, but software. In October 2012 Tesla noticed a problem with their Model S's catching fire. The issue was that their vehicles were riding a little low.
Working Better- Rethinking the phone call.
Part of the issue with the modern workplace is that we've tended to add in new technology to existing processes, not rethink how we work around new tech and possibilities. We host meetings when often a collaborative software platform would be better. We now wake up to 124 notifications across Slack, Yammer, Whaller, Sharepoint, Box, and other systems, rather than 124 emails. We now have to think which messaging app we need to use to get person x, not just navigate by person.
Bots, Conversational Commerce and Voice are not the answer, this is.
We’ve only ever known an internet that we went to. We’ve always thought more information is better. The internet has been built to endlessly add. The challenge for the future is navigating abundance, so maybe this is how we can rethink our relationship with information. We’ve only known three eras of the internet. The first was a rather pathetic unimaginative digitization of what went before.
Why TV Advertising Is About To Change Forever
With the launch of DirectTVnow recently and the promise of a similar offering from Hulu soon, cord cutting could be about the get real, but will we unleash the real potential of it or make the same mistakes of the past? People in an industry tend to see things rather differently from people outside of it. Retailers endlessly look at eCommerce, mCommerce and physical sales as very different things where real people are just buying stuff.
Working Better- Rethinking the phone call.
Part of the issue with the modern workplace is that we've tended to add in new technology to existing processes, not rethink how we work around new tech and possibilities. We host meetings when often a collaborative software platform would be better. We now wake up to 124 notifications across Slack, Yammer, Whaller, Sharepoint, Box, and other systems, rather than 124 emails. We now have to think which messaging app we need to use to get person x, not just navigate by person.
Bots, Conversational Commerce and Voice are not the answer, this is.
We've only ever known an internet that we went to. We've always thought more information is better. The internet has been built to endlessly add. The challenge for the future is navigating abundance, so maybe this is how we can rethink our relationship with information. The first was a rather pathetic unimaginative digitization of what went before. Portals like early Yahoo, Infoseek, Excite and online newspapers, mere linear translations of units of the past onto digital paper.
Why getting ahead in the digital age could mean starting again
One of the unspoken problems America faces is that it developed too early. It’s urban environment constructed on the assumption of near endless cheap gasoline, malls provide for ultimate retail environment in the unconnected world, airports for the travel priorities of a pre 9/11 world. America has emphatically embraced innovation early but often to it’s detriment, financial systems before mobile wallets, cellphone infrastructure for a pre 3G world, copper telephony systems, the list goes on.
Forget about digital strategy, your company doesn't need it
Uber has reinvented the transportation business, Facebook is changing everything we ever knew about media owners, Amazon's endless march is destroying large retailers in it's path. We’ve Netflix worrying TV companies, Tesla threatening Automotive makers and the list of unicorns from SnapChat to Airbnb to WeWork to Seamless seems to grow longer by the week.
In the new age of ubiquitous connectivity the message is the medium
In the new age of ubiquitous connectivity the message is the medium In a month where Facebook launched its TV app with Samsung as a launch partner, we have to ask what this means for TV and then every other channel. What if social media was just becoming the aggregation layer we accessed content through? The concept of a “media channel” is about to explode.
5G promises to transform the world again
Tom Goodwin is EVP, head of innovation at Zenith Media and the co-founder of the Interesting People in Interesting Times event series and podcast. More posts by this contributor We may be on the cusp of a new, simpler world. From the current era of “peak complexity”, this new era will produce a step-change in society. It builds a platform for growth while empowering the developing world to leapfrog the competition.
The Future of TV isn’t apps
Whenever a new technology arrives we typically misuse it. Rather than rethinking what’s possible and transforming industries, we consistently use it to embellish what we’ve done before. We’ve seen this many times with new media. The first radio shows re-read newspaper headlines, the first TV shows were teleplays with cameras pointed at the readers, even websites today mostly replicate past forms with digital paper.
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