Advertising doesn't work by persuading people to buy. It works by creating future demand. James Hurman returns to unpack his new book: why the funnel is the wrong model, how the biggest group of buyers isn't in the market yet, why green dashboards can hide a dying brand, and how to make the case for brand spend to a CFO who only sees this year.
There are two types of demand in any market: the small group ready to buy now, and the much larger group who will come in later. Most advertising pours everything into the first group, watches the dashboards turn green, and wonders why the business numbers stay red. James Hurman returns to The Sleeping Barber to explain the fix at the heart of his new book, Future Demand.
Marc, V, and James work through the two-part funnel that replaces the old model, the myth that great companies don't advertise, why Volvo's Epic Split kept paying off for a decade, and why ads wear in rather than wear out. They get practical on the boardroom case: share of voice, the five to ten percent rule, and how to reframe brand as future cash flow for a finance team. They close on AI: the book's Pocket Advisor app, and how language models lean on brand signals when they choose what to recommend.
Enjoy the show.
Show note links:
Guest Social:
Chapters:
00:00 - The two types of demand, and why James rewrote the book
06:25 - Brand isn't a big-company luxury: the 18-month payoff
09:42 - Two types of demand, made visual
14:14 - Why the funnel is the wrong model
16:03 - The great-companies-don't-advertise myth
22:30 - Target tight for now, broad for later
26:32 - Volvo's Epic Split and the milk paradox
31:35 - Ads wear in, they don't wear out
37:21 - Boats and tides: why green dashboards lie
43:30 - The boardroom case: share of voice, budgets, and the CFO
52:51 - Recessions: cut performance, protect brand
56:40 - AI: the Pocket Advisor and how models pick brands
