On today's podcast, Neal is thrilled to welcome back Rishad Tobaccowala.Rishad talks about his ABCDE model for re-inventing marketing. Without giving too much away, each letter means something, such as E for "Experience", and Rishad shares what each of these letters stand for, and how they play an integral part in today's marketing world. We also hear from Rishad on his thoughts regarding data. Rishad does not believe that data is the answer nor is it the key and that some businesses are using data as a crutch, and that the most successful businesses out there are combining a story and a spreadsheet.As Neal and Rishad bring the podcast to an end, they talk about the book that Rishad published, "Restoring the Soul of Business: Staying Human in the Age of Data. Rishad shares his thoughts on whether or not a customer journey exists (well, it doesn't), creating machines without souls, and how important it is to look at the poetry, rather than the plumbing. Of course, you want to hear more....Download, subscribe, rate and review, NOW!!Where to find the audiobook:https://amzn.to/3Ebu43Xhttps://bit.ly/3nsp0Cp