If Your Marketing Isn't Bold Enough AI WILL Replace You | Mark Schaefer (Audacious)

Is your marketing stuck in “competent” mode?In a world where AI can generate endless content, being good isn’t good enough anymore.In this episode, Tim Soulo sits down with best-selling author and marketing futurist Mark Schaefer to unpack why most marketing feels flat — and how to fix it. Drawing from his book Audacious, Mark makes the case for out-humaning the machines: creating content that’s emotional, unexpected, and deeply memorable.You’ll learn:Why the real threat to your brand isn’t AI — it’s being boringHow concepts like the handicap principle and pratfall effect make content feel more realWhat a $1,500 pig can teach you about word-of-mouth marketingWhy Liquid Death isn’t selling water — they’re selling marketingHow to measure the ROI of audacity in a spreadsheet-driven worldIf your brand is playing it safe, this conversation will push you to think bigger, bolder, and more human.Chapters:(00:00) Intro(03:06) The Concept of Audacious Marketing(08:52) How to Out-Human the Machines(11:39) Join Ahrefs Evolve(12:18) Using AI in Marketing(21:12) How a $1500 Pig Became a Marketing Sensation(30:47) Breaking Bad Rules for Good Reasons(37:12) Creating Awe to Break the Pandemic of Dull(48:31) Using Controversy and Stunts to Create Awareness(55:28) How Liquid Death Disrupted a Boring Industry Through Marketing(01:05:15) Buying a Product vs Buying a Brand(01:13:27) Measuring the Impact of Audacious Marketing(01:21:01) OutroWhere to find Mark:LinkedIn: https://www.linkedin.com/in/chrisclickup/Website: https://clickup.com/Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: https://twitter.com/timsouloWebsite: https://www.timsoulo.com/Referenced in this episode:👤 PeopleMichael Krivica — https://www.linkedin.com/in/michaelkrivica/Dacher Keltner — https://www.linkedin.com/in/dacherkeltner/Peter Drucker — https://en.wikipedia.org/wiki/Peter_DruckerPhilip Kotler — https://www.linkedin.com/in/philipkotler/Patrick Campbell — https://www.linkedin.com/in/patrickccampbell/Jonah Berger — https://www.linkedin.com/in/jonahberger/Bill Gates — https://www.linkedin.com/in/billgates/Mike Cessario (Liquid Death Founder) — https://www.linkedin.com/in/mikecessario/Stix Nielsen (ex-Liquid Death CMO) — https://www.linkedin.com/in/stixnielsen/🏢 Companies & BrandsAhrefs — https://ahrefs.com/Coca-Cola — https://www.coca-colacompany.com/Netflix — https://www.netflix.com/Liquid Death — https://liquiddeath.com/Pepsi — https://www.pepsico.com/Powerade — https://www.powerade.com/Gatorade — https://www.gatorade.com/Elf Cosmetics — https://www.elfcosmetics.com/Roblox — https://www.roblox.com/monday.com — https://monday.com/ClickUp — https://clickup.com/Asana — https://asana.com/BMW — https://www.bmw.com/Audi — https://www.audi.com/Mercedes — https://www.mercedes-benz.com/ProfitWell — https://www.profitwell.com/Mischief Agency — https://www.mischiefusa.com/Taboo — https://www.taboo.com.au/📚 BooksAudacious by Mark Schaefer — https://www.amazon.com/Audacious-Marketing-Humans-Machines-Dominate/dp/1119904791Contagious: Why Things Catch On by Jonah Berger — https://www.amazon.com/Contagious-Things-Catch-Jonah-Berger/dp/1451686579Awe: The New Science of Everyday Wonder and How It Can Transform Your Life by Dacher Keltner — https://www.amazon.com/Awe-Science-Everyday-Wonder-Transform/dp/1982172820📚 Concepts & FrameworksHandicap Principle — https://en.wikipedia.org/wiki/Handicap_principlePratfall Effect — https://en.wikipedia.org/wiki/Pratfall_effectSocial Objects — https://en.wikipedia.org/wiki/Social_objectCollective Effervescence — https://en.wikipedia.org/wiki/Collective_effervescenceFour P’s of Marketing — https://www.investopedia.com/terms/f/four-ps-of-marketing.asp🎬 EventsSouth by Southwest (SXSW) — https://www.sxsw.com/Ahrefs Evolve Conference — https://ahrefs.com/evolve

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