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    <title>The Evergreen Playbook</title>
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    <description>Marketing and strategy podcast for founders. Timeless ideas on brand building, business growth and long-term strategy. One expert, one playbook per episode. Hosted by David Göz.</description>
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    <copyright>© 2026 David Göz / Hexagram Creative</copyright>
    <itunes:author>David Göz</itunes:author>
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      <title><![CDATA[You waste 33% of your money in the briefing]]></title>
      <link>https://evergreenplaybook.com/episodes/sebastian-wolf-briefing</link>
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      <description><![CDATA[A weak brief wastes budget before the creative work starts. A strong brief translates strategy into a task that people can understand, judge and execute.]]></description>
      <pubDate>Mon, 01 Jun 2026 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Prof. Dr. Sebastian Wolf — Professor of Advertising and Strategic Brand Management</itunes:subtitle>
      
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      <title><![CDATA[Rethinking Value in the Agency World]]></title>
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      <description><![CDATA[Most agencies don't have a creativity problem. They have a value creation problem.]]></description>
      <pubDate>Sat, 01 Nov 2025 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Paul Krauss — AI Partner</itunes:subtitle>
      <itunes:duration>49 min</itunes:duration>
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      <title><![CDATA[Strategic B2B Marketing]]></title>
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      <description><![CDATA[B2B marketing isn't just the team that makes things pretty. It's a strategic partner for product, sales and brand trust.]]></description>
      <pubDate>Tue, 01 Jul 2025 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Manuela Kohlhas — Director of Product Marketing</itunes:subtitle>
      <itunes:duration>34 min</itunes:duration>
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      <title><![CDATA[How Small Brands Grow]]></title>
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      <description><![CDATA[Small brands can't copy big-brand strategies. The playbook is different, and most marketers apply the wrong one.]]></description>
      <pubDate>Sat, 01 Mar 2025 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Peter Kiefer — Managing Partner</itunes:subtitle>
      <itunes:duration>58 min</itunes:duration>
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      <title><![CDATA[Marketing as a Strategic Business Function]]></title>
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      <description><![CDATA[Marketing drifted into promotion. Alexander Schulze wants to pull it back into business strategy where it belongs.]]></description>
      <pubDate>Sat, 01 Feb 2025 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Alexander Schulze — Manager</itunes:subtitle>
      <itunes:duration>39 min</itunes:duration>
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      <title><![CDATA[Simplicity in Marketing]]></title>
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      <description><![CDATA[Making things simpler is not dumbing them down. It's the hardest, most valuable thing a marketer can do.]]></description>
      <pubDate>Wed, 01 Jan 2025 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Billy Broas — Marketing strategist</itunes:subtitle>
      <itunes:duration>45 min</itunes:duration>
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      <title><![CDATA[Brand Science, Applied]]></title>
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      <description><![CDATA[What does the evidence actually say about how brands grow? Not theory. What the science shows.]]></description>
      <pubDate>Sun, 01 Sep 2024 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Ethan Decker — Scientist-turned-marketer</itunes:subtitle>
      <itunes:duration>49 min</itunes:duration>
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      <title><![CDATA[Processual Brand Thinking]]></title>
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      <description><![CDATA[Most brand conversations are static snapshots. Michael Reinicke argues brand is a living process, and that changes everything.]]></description>
      <pubDate>Mon, 01 Jul 2024 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Michael Reinicke — Freelance Strategist</itunes:subtitle>
      <itunes:duration>61 min</itunes:duration>
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      <title><![CDATA[Community Marketing Strategy]]></title>
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      <description><![CDATA[Community is one of the most overused and least understood words in marketing. This episode unpacks what it actually means.]]></description>
      <pubDate>Sat, 01 Jun 2024 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Mirja Schwartz — Community Strategy Expert</itunes:subtitle>
      <itunes:duration>40 min</itunes:duration>
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      <title><![CDATA[Excitement Unlocked]]></title>
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      <description><![CDATA[Excitement is one of the most underrated forces in brand building, and one of the hardest things to engineer deliberately.]]></description>
      <pubDate>Fri, 01 Mar 2024 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Gordon Euchler &amp; Maik Hoffman — The Spikes</itunes:subtitle>
      <itunes:duration>42 min</itunes:duration>
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      <title><![CDATA[Storytelling: Real Life vs Fictional]]></title>
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      <description><![CDATA[Business storytelling splits into two worlds, and most companies are operating in the wrong one.]]></description>
      <pubDate>Thu, 01 Feb 2024 00:00:00 GMT</pubDate>
      <itunes:author>David Göz</itunes:author>
      <itunes:subtitle>Falk Ebert — Strategy and Innovation Consultant</itunes:subtitle>
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