It can be easy to lose sight of the need for deep emotional connections in a world where everyone seems obsessed with AI, automation, and bottom-funnel conversions. But being able to connect authentically with your customers is the lifeline of every business. In this episode, we sat down with Michael Fitzsimmons, VP of Growth at Mews, who shared how forward-thinking brands reject generic tactics and double down on storytelling, bold positioning, and strategic risk-taking – all with a mind to never rest on one's laurels, but rather to keep setting the bar higher and higher when it comes to quality, connection, and well, growth. He shares how AI fits into the creative process without killing originality, why content needs more taste, and how modern brands must prioritize community-building to stay relevant.We also discuss:Why most B2B brands fail at differentiation—and how to fix it.The importance of owning a category instead of competing in one.Why taste and human creativity are still some of marketing’s biggest competitive advantages.Where AI shouldn’t be used in content marketingAnd much more.

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