The Virtual CMO Podcast

The Virtual CMO Podcast

Season 5, Episode 8

Hosted By: Eric Dickmann
With Guest: Geoff Thatcher

Our Featured Guest

Geoff Thatcher

Founder and Chief Creative Officer - Creative Principals

Author - The CEO's Time Machine

Geoff Thatcher is a writer, teacher, author, and Founder and Chief Creative Officer of Creative Principals. He is an experienced creative leader who knows how to take a project from concept to reality.


For most of his career, these projects have been about world-class experiences such as the grand opening of Warner Bros. World Abu Dhabi and the American Airlines Museum. Whether it’s the world’s largest video dome on a beach in Dubai or the opening ceremonies of the Rio 2007 Pan American Games in Brazil’s Maracanā Stadium, Geoff’s work transcends borders. 


He is a writer and teacher who once facilitated a leadership communication workshop at The CIA University (yes, that CIA). In 2020, he published his first book The CEO’s Time Machine that TD Magazine said: “is a great way to prepare your mindset going into conversations about how your business can navigate our new, uncertain world.” 

What's Hot?

Through creative storytelling and bold illustrations, 

The CEO’s Time Machine takes readers on an unexpected journey as they step, along with a retiring leader’s protégé, into a strange garage to discover the secret to the CEO’s success in building one of the most innovative companies in the world."

The CEO Time Machine is an 86-page  simple business parable written and illustrated by Geoff and Zoe Thatcher. Published by Casa Flamingo Literary Arts in April 2020, The CEO Time Machine transforms its reader's view on leadership and innovation. This book promises that it will make you a better leader because it reminds us that though it is extremely essential to envision the future, it is still vital to live in the present and not forget the lessons taught to us by the past.  The CEO Time Machine has received praise and appreciation from numerous CEOs and entrepreneurs across the country. 

As History Factory's CEO Bruce Weindruch puts it - "No matter where you are on your life’s journey…you’ll experience an ‘aha moment’ in The CEO’s Time Machine.”

The CEO's Time Machine by Geoff Thatcher

Geoff Thatcher

One piece of advice I'd give to a small company that doesn't have a huge budget is to take advantage of the technology we have today that allows you to reach thousands and thousands of people."

What We Discussed with Geoff

On this episode, host Eric Dickmann interviews Geoff Thatcher about using immersive customer experience to delight and sell. Here are some highlights of our conversation:

  • [00:08:13] What is the thought process when creating a great immersive experience? - Geoff Thatcher believes that the secret to producing great immersive experiences is following a simple formula. He explains the three parts of the experience model - Story, Trust, and Information. Develop a story that captures the attention of the audience, find ways to build trust, and share the information needed for the audience to stay engaged.
  • [00:14:06] Creating a story that captures attention - Create a story is designed to speak to the audience and establish an emotional connection.
  • [00:16:44] The Lockheed Martin Space Experience Center - Among Geoff's numerous projects, The Lockheed Martin Experience Center was his favorite. He elaborates that space exploration is a difficult concept to explain to an audience. However, they were able to make a story out of it and create an immersive experience that the people could relate to and understand.
  • [00:20:41] How can businesses create an immersive experience for their niche? - Thatcher informs us that businesses don't need a huge budget to purchase paid advertisements, TV, or billboard ads, if they take advantage of the technology around them to create a story and build the customer experience around it.
  • [00:24:42] The power of virtual reality - Geoff shares that when used right, virtual reality can give the audience a more emotional and powerful experience with a brand story. 
  • [00:28:27] Authenticity and human connection - Human connection is essential when selling  products or services. Technology is simply a tool to enhance customer's experience. Technology has the potential to overwhelm so it's important to focus on building genuine relationships and lasting connections. 
  • [00:34:52] The CEO's Time Machine - Geoff has written book with his daughter, Zoe, who did all the illustrations "The CEO Time Machine" is a book about a CEO who's turning over the reins of his company to his protege, a young woman who works in his company. The last thing he has to do before he retires and gives her the company is to share his secret, his time machine.

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Eric Dickmann

About the author

Eric Dickmann is the Founder / CMO of The Five Echelon Group, host of the weekly podcast "The Virtual CMO" and YouTube series "Work-Life" and a CMO On Demand for a variety of small and midsize companies. An executive leader with over 30 years of experience in marketing, product development, and digital transformation, he has worked with large, global companies and small startups to develop and execute marketing strategies and bring innovative products to the market.

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