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The Evergreen Playbook Releases Episode 002: Excitement Unlocked

Featuring Gordon Euchler & Maik Hoffman — The Spikes

FOR IMMEDIATE RELEASE Mar 2024
Media contact: David Göz
podcast@evergreenplaybook.com
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The Evergreen Playbook Releases Episode 002: "Excitement Unlocked" with Gordon Euchler & Maik Hoffman , The Spikes

Kornwestheim, Germany — Mar 2024 — The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on brand, creativity, emotion.

The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, has released Episode 002 of The Evergreen Playbook: Excitement Unlocked. The episode features Gordon Euchler & Maik Hoffman, The Spikes in a conversation about Brand, Creativity, Emotion.

Excitement is one of the most underrated forces in brand building — and one of the hardest things to engineer deliberately.

Gordon Euchler and Maik Hoffman from The Spikes make the case that exciting people is not just possible — it's worth pursuing.

"It's easy to be cynical about advertising. But it's possible to make a difference and to excite people — and it is worth pursuing that." — Gordon Euchler.

Gordon Euchler and Maik Hoffman from The Spikes join David to explore what excitement actually is in a business context — not as an aesthetic quality, but as a strategic outcome.

They look at brands that excite successfully, examine counterintuitive examples that work against expectation, and build a practical case for why more companies should treat excitement as a design goal.

"It is possible to not just play a little role in people's lives, but to make a difference — and it is worth pursuing that."

— Gordon Euchler & Maik Hoffman

Key topics covered in this episode:

  • Excitement is comparative. What thrills today becomes baseline tomorrow. — The Spikes have asked 156,000 people one question: did a company recently do something that you trul…
  • The most exciting moves are often counterintuitive — A bank sends a bot to handle customers who have missed loan payments. Standard logic says use your m…
  • Ask what excited people, not what they prefer — 80% of companies claim to be customer-centric. 80% of people do not experience companies that way. P…
  • Look outside your category for the next idea — A chatbot that evokes friendship works in telecoms. That same mechanism — using technology to remove…

Availability

Excitement Unlocked is available now on:

About The Evergreen Playbook

The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea — a timeless principle behind lasting brand and business growth — and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. It has 10 published episodes and over 7,000 followers on LinkedIn.

About David Göz

David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.

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For additional information, interviews or review copies, contact podcast@evergreenplaybook.com.

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