Interview: John Miles talks about Sod it, Just do it

John Miles was born in Newcastle and moved to New Zealand at the age of six. From international sportsman to marketing beer, launching New Zealand’s first Film and TV export group, and building a career across FMCG and education – he has had a fair crack at a few things. Along the way, he has taken the New Zealand Marketing Association from a local player to a globally recognised association. His philosophy? Innovate, innovate and innovate again. Usually followed by: Sod it. Just do it." John talks to NZ Booklovers.

Tell us a little about your book.  

The book is written to help people make better decisions and get more things done. It has a simple framework which, if followed, will help people feel more confident with moving forward. It is written and designed so people can consume in bite-sized chunks – most business/self help books are over 400 pages long and take 30 pages to get to one point. This has clear points every couple of pages – made for people short of time, low attention spans.  It has advice, war stories and a lot of humour.

What inspired you to write this book?  

In my role, I get asked to speak a lot publicly and tend to get very good reviews. I thought if I wanted to get on the speaker circuit, then I needed to own something. The logical thing was a book on marketing, brand or strategy, but to my mind, this market was saturated with very knowledgeable people. So what am I good at? I’m known as being very decisive and getting stuff done, so why not a book on this?

What research was involved? 

I did a lot of desk research on decision-making and was staggered by the sheer number of decisions people made, and by how many were rubbish and defied common sense. This led me to think – it’s a business book – I have to create a diagram/ process for people, as all business books have diagrams! So I created the Sod It Just Do It system, and it turned out to be very good. People are already using it and telling me how it has changed things for them, e.g. Jordan Iketule – founder of Autism Kids, Lia Carruthers (I have videos of these testimonials) 

What was your routine or process when writing this book? 

I didn’t have a routine. I would write chapters and test them with one of my team members who is Romanian. I figured if I could make her smile and laugh, I was onto something. I did at least 5 drafts, and each time I would leave it for a few months and come back to it. I tested the drafts with friends and took their feedback on board. In the end, I said Sod It, Just Do It and finished it before Christmas – having a health scare is a great motivator. The editor of Marketing Magazine, Penny Murray, agreed to edit it for me. From there I still tinkered and got everything designed while I was recovering from surgery. In summary – it was a sit-on-the-couch exercise!

If a soundtrack were made to accompany this book, name a song or two you would include.

Little Less Conversation, a little more action – Elvis.  Don’t Stop Me Now – Queen.

What did you enjoy the most about writing this book? 

I like writing and being able to channel my humour onto a page. I have always been known as being a bit irreverent so it was fun creating Sod It Just Do It – as my book says – “humour works even with people who have had a personality bypass”.  My writing is like my presenting – chatting with people rather than talking at them.

What did you do to celebrate finishing this book?  

I didn’t really celebrate until I had a printed copy in my hand and I have to say that was an amazing feeling – I couldn’t stop grinning. So, a good bottle of red with my wife, who is always an inspiration and my biggest supporter.

What is the favourite book you have read so far this year and why? 

I used to be an avid consumer of books, mainly reading popular fiction, historical fiction and business books. Nowadays, I listen to books due to some problems with my eyes. I have been listening to mainly popular fiction this year – Lynda La Plante is my current listen – her latest Sacrifice

What’s next on the agenda for you?  

Continuing to help the NZ Marketing Association be a big success, sell books, and hopefully get on the speaking circuit.