Phil Treagus-Evans: Creating things of value

Honestly, I usually just say, ‘I work in marketing.’ I’m proud of what I’ve achieved in my career, but I always feel a little awkward talking about it with strangers. If I had to use a word to sum up what I do, it would be ‘creator’. I like creating things of value, growing them and sharing them — whether it’s businesses, books or LEGO sets.

I am currently reading Leonardo Da Vinci: The Biography by Walter Isaacson. I’ve read a few of the biographies written by Isaacson, and they are always of such a high standard. I love Italy, and in particular Florence, so having the opportunity to learn more about this incredible person while being transported to Florence through the words has been a real treat.

I have wanted to write a book since I was around 16 years old. My issue has been finding a topic I felt worth dedicating myself to. Through the work we do at our agency, Giraffe Social, I have recognised the need to put people back at the centre of marketing strategies. In a world of ads, automation and apathy, being human has never been more critical. I want to help others achieve results, but my big goal is encouraging people to use marketing for good.

A few books come to mind, some which I read and others that were read to me. However, the first book that came to mind was Kensuke’s Kingdom by Michael Morpurgo. I remember it being one of the first books I read on my own, and I loved it.

Many things. I wanted to be a professional footballer (as an avid Man Utd fan), a palaeontologist (after seeing Jurassic Park), an archaeologist (after seeing Indiana Jones), a volcanologist (after a particularly interesting school trip) and then a screenwriter. As I got older, I realised that whatever I did, I didn’t want to do something conventional. In the end, this took the form of entrepreneurialism. I remember telling my career counsellor at college that my goal was to start and grow my own business. Unfortunately, this was greeted with groans and the advice to take a safer path. As a result, I now have a burning passion for trying to present entrepreneurialism as a legitimate career path for young people to pursue.

He’d likely think I had become a boring old man due to may love for reading, gardening and building LEGO. However, I’d like to think he’d be excited. I live an amazing life. I have an incredible wife, a challenging and exciting career, and I get to travel the world. I’ve hit the jackpot.

I would gift myself Why Has Nobody Told Me This Before?** by Dr Julie Smith. At 21, I had not encountered any mental health issues. But in the following decades, I would have to learn to live with both anxiety and depression. This book is filled with advice that would have been very useful to know.

The book I’ve recommended most is probably The Hard Thing About Hard Things by Ben Horowitz. I read many non-fiction books on business and entrepreneurialism, and this is perhaps the best I’ve read. It’s not one people often know of, so I recommend it a lot.

I love that there are more options for people to enjoy books. For me, I love the feel of a physical book.

The best book I’ve read in the last six months is likely The Creative Act by Rick Rubin. Since I read this last year, I have dipped back into it multiple times — it’s filled with nuggets of universal wisdom.

I feel the world would be better if everyone had read Sapiens by Yuval Noah Harari. It’s a mind-blowing book that changes how you see the world and ourselves.

This one is easy. It’s Think and Grow Rich by Napoleon Hill. I read it for the first time when I was around 15 and have read it many times since. It’s a book about the mindsets required to succeed, and it sparked me to want to explore becoming an entrepreneur. Fun fact: in the early days of Giraffe Social, I had to work night shifts, stacking shelves at a local supermarket while everyone else slept, so I could afford to pay rent and keep going with my business. I used to listed to podcasts and audiobooks. One night I listened to the whole of Think and Grow Rich in one 10-hour shift.

There are probably many. But perhaps a few honourable mentions of books that are important to me would include:

The book outlines a plan to ensure your marketing is unforgettable and unique. I cover how to harness the power of your audience through techniques like influencer marketing, community engagement and audience-driven content. I share how to turn your team into marketing superstars through employee advocacy and executive social media. Finally, I cover building a personal brand that creates opportunities for you and your business. I’ve held nothing back. I hope people find it a helpful resource.

Create, Grow, Repeat.