Did a dictator write your marketing playbook?

The Art & Craft of Behavioural Psychology — and how to know when it’s a tool or a weapon.

The plotline of how to become a tyrant:

This article is my piece de resistance on the way marketing happens in the digital and rapidly evolving world we live in.

I’m relatively new to marketing.

Life is empty & meaningless

My first experience of coaching psychology and performance training was at the age of 24.

  • 💚Take care of my parents and loved ones.
  • 💚Build a home.
  • 💚Get to senior management.
  • 💚Complete an MBA.
  • 💚Travel the world.
  • 💛Financially Independent Retire Early (let’s come back to this one, as my perception of retirement has radically changed)
  • 💚Start a business.
  • ❤️Meet a great guy get married, have kids (clearly out of my control)
  • 💛Lose weight. (did it for a while, lost it, did it again, lost it again)

Conclusion : Coaching for Performance and Transformation works

Coaching to manage self, is one of the most powerful tools in anyone’s tool kit.

The Sustainability Story

Sustainability as a concept has many legs, and the most comprehensive codification of that is in the UN 17 Sustainable Development Goals. It’s impossible to optimise them all simultaneously, but there will always be a better fit than we have right now, so we must keep striving toward an optimal place.

Enter How to be a Tyrant.

I am intellectually curious, so I watched this programme and was struck by how much it reflects what’s bad in service based marketing today.

Let’s examine what I mean — Here’s the summary I drew out from the tyrant’s playbook.

1. Set yourself up as the saviour, promising what everyone wants. Be the populist leader, revered and adored by your followers.

Have you ever faced such a leader?

When I trained in the psychology of coaching in 2019 (Neuro-linguistic programming), It illuminated with great clarity the psychological pathways of office politics, colonialism, nepotism.

Taking a stand

Build your own framework

Here’s a new framework for you to consider when building your own playbook so that you act with responsibly for the experience in marketing and customer service that you are creating with your brand.

  1. Stand for something. A mission bigger than yourself, that helps more people.
  2. Accept what you cannot change, and change the things you can — Not new news, but still relevant.
  3. Get emotional intelligence and psychological training, to understand more about people and what they do, and why they do it. Be curious about people. Explore them, because they do reveal themselves to you.
  4. Share your experiences. They are yours to share and aim to be of service.
  5. Collaborate and build communities. As much as we need each of us to show up in our individual uniqueness, we need our work product to help our communities.
  6. Share the journey, good bad and ugly. Let the people decide, no need to manipulate them.



Author, activist, coach and consultant for innovation and sustainable change. She’s the founder of Dieple Consulting & Where Ideas Launch.

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Katherine Ann Byam

Author, activist, coach and consultant for innovation and sustainable change. She’s the founder of Dieple Consulting & Where Ideas Launch.