I’ve recorded my last episode of The Marketing Companion. Beginning in January 2026, the legendary Sandy Carter will take over as the show’s owner and host.

You can hear my last, surprise-filled episode here:

Listen to Episode 331 of The Marketing Companion

Throughout the podcast’s 13-year history, I’ve always looked forward. I love talking about what’s next!

But for this episode, I broke the pattern and reflected on the story of the show. It’s had many ups and a few downs, and I thought this might be an interesting lesson in tenacity and what it took to build and sustain a podcast that beat the odds.

These promotional photos for The Marketing Companion reflected the zany chemistry of the early shows, which included promoting fake products like Google Pants and the “Get a Roon” app. The brilliant Tom Webster co-hosted the podcast for the first six years.

This last episode covers:

• Why I created the show
• Why the peculiar format of the podcast is a key to its success
• How and why I chose the co-hosts for the show
• Some of the funniest moments in the history of the podcast
• How the show was in constant creative reinvention
• What happened when the downloads began a precipitous decline and I almost lost the show
• How an innovative new format saved the podcast

Brooke Sellas was the co-host of The Marketing Companion from 2019 to 2021. Brooke’s playfulness brought out a fun new side of me!

A driving force of the Marketing Companion’s success was pushing the creative envelope. The world doesn’t need two more talking heads. There had to be entertainment value in the show that earned my audience week after week.

I’ve always looked for ways to innovate, and I was proud to debut the first-ever podcast episode recorded with a synthetic voice.

In 2021, I embarked on a new experiment — six rotating co-hosts. This allowed me to expand the show’s content to cover new marketing ideas. The line-up changed over the years, and fan favorites included Dennis Yu, Amanda Russell, Keith Jennings, Dana Malstaff, and Andy Crestodina.

Scott Monty

One of the most fun innovations was the zany intro created by the talented Scott Monty. I had known Scott for many years and respected him as one of the leading voices in corporate communications. But the first 60 seconds of the show became his creative playground as he “introduced” the show from outer space, a dude ranch, the White House, and a hundred other places. I suspected that the show grew as people just tuned in for Scott’s intros!

Another creative innovation was the addition of a “studio audience” beginning in 2022. Members of my RISE community could watch the live Zoom recording of the show and then ask questions after the recording ended. Seeing emotional reactions in real time added an exciting energy to every episode!

It’s remarkable that over nearly 13 years, I never repeated a show topic twice. And I suppose I kept that record intact by creating an episode that looked back. I hope you’ll enjoy this sprint down memory lane.

When I announced that I was leaving the show, I received many kind notes of thanks, encouragement, and, of course, sadness that this era had come to an end. But this is the right decision at the right time. While I am moving away from a show that was a big part of my life, I am re-acquiring time for new ideas.

This final episode is also my tribute to you, the fans.

Every time I prepared an episode, there was only one idea pounding in my mind: I will never let you down.

I never published a perfect episode, but I kept publishing work I was proud of. It was a show that was always relevant, interesting, timely, and entertaining. 331 times.

And this tradition of excellence will continue with the new host, Sandy Carter. Sandy is probably the most connected, wise, and generous marketing pro that I know. She is absolutely the right person at the right time to take the reins of the show.

Sandy Carter is the new owner and host of The Marketing Companion. Her connections, insights, and wisdom usher in a new era of innovation for the show.

Thanks to each of you for supporting my show. I will miss this important part of my life, but feel proud of what I accomplished and secure in knowing Sandy will continue The Marketing Companion legacy of excellence!

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

The post My Fond Farewell to The Marketing Companion appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

As the Marketing Companion podcast approaches a pivotal transition, I wanted to take a moment to share some raw reflections on a topic that I’ve skirted for most of my 13 years as host: the real, lasting value of relationships in our business—and in our lives.

The latest episode wasn’t just another deep-dive on marketing tactics or the latest technological leaps. It was a refreshing, at times vulnerable, conversation with my dear friend and marketing powerhouse Mathew Sweezey. Together, we explored what companionship and genuine connection really mean in marketing, and, more candidly, in my own journey.

Although Mathew works for Monks, named Ad Age magazine’s AI agency of the year, he is, and always has been, about the human relationship.

You can hear the complete podcast episode here:

Listen to Episode 330 of The Marketing Companion

Why I Avoided This Topic

I’ve never excelled at what people traditionally call “networking.” I tell stories about ducking out of cocktail parties packed with potential clients, all so I could have one meaningful dinner with an old friend. Frankly, I’ve always preferred deep, one-on-one conversations over the shallow hustle of business-card exchanges, where people look over your shoulder hunting for the next “important” contact.

Yet, time and again, friends (including Mathew) insist I’m actually good at relationships. The irony? Maybe I just don’t fit the conventional mold. My strongest connections often live far away, and for years I’ve felt a nagging sense that I haven’t done enough to build local, everyday friendships.

But this show — and the heartfelt sentiment Mathew shared — made me realize the other side of this narrative. Whether sitting by a fire sipping bourbon with close friends after years on the speaking circuit, or watching the tight-knit nature of the RISE community, it’s become clear: relationships are not a numbers game. They’re about depth, support, and showing up when it matters most.

The Only True Competitive Advantage

We swapped stories about brands that exemplify the power of real human touch. [Matthew Sweezy](/speakers/B) described how the CEO of an ultralight backpacking brand personally answers gear questions on Reddit, creating passionate customer loyalty. He told another memorable story about a gear retailer whose staff reached out after a sock order—not with a canned follow-up, but to genuinely ask, “Where are you headed on your next adventure?” That’s how you make a customer for life.

The data backs it up. After Backcountry.com introduced their “Gearheads” program—dedicated, knowledgeable staff providing personal advice—customer engagement and lifetime value soared by over 40%. The takeaway? In a world of AI, automation, and content velocity, the single thing your competitors truly cannot copy is how you treat people.

The Future: Humane Marketing

As we discussed the implications of rapidly advancing AI, another nuance came into focus: the line between human marketing and humane marketing. Increasingly, customers (even those who are hesitant with technology) would rather get a fast, caring resolution from artificial intelligence than be stuck on hold with indifferent customer service. Our real goal as marketers, then, is to deliver the most humane experience that solves problems kindly and efficiently, regardless of the source.

There was a poignant moment in our conversation when I reflected on my path, shifting from building things to building people. Author Arthur C. Brooks suggests that our greatest fulfillment later in life comes from nurturing, teaching, and mentoring. That’s where I find meaning now, and what I hope to do more of post-podcast.

Relationships, it turns out, have underpinned everything we’ve built on this show, even when they didn’t look like “networking” as the business world defines it. And if you’re out there feeling like I am — not quite wired for the cocktail circuit, but still hungry for connection — take heart. Your quiet, consistent loyalty and willingness to show up matter deeply to the people it touches.

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

Illustration courtesy MidJourney

The post The critical distinction between Human versus Humane marketing appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

As the Marketing Companion enters its next chapter, I had the privilege of sitting down once again with one of my favorite partners in creativity, Jay Acunzo. It was a special, almost bittersweet episode—not only because we discussed the show’s upcoming transition to new leadership with Sandy Carter, but also because Jay and I have traveled such a meaningful road together. Our conversation became a celebration of all things enduring in marketing, creativity, and personal brand building.

You can hear this special episode here:

Listen to Episode 329 of The Marketing Companion

Here is an AI-generated summary of the show highlights:

The “Why” Behind Consistency

Jay proposed the very topic that guided this conversation: “sustainability” in our public work. We explored what it means to not just chase trends or create content for immediate gratification, but to build something meaningful and lasting.

Jay described the nuances behind being called someone who “grinds”: he doesn’t see himself as a “grinder” but as someone who chases curiosity relentlessly and who has orchestrated shifts in his career from speaking to coaching creators to helping leaders hone their public presence. The idea is clear—sustainability is not just about showing up, but about enjoying the process and being intentional about how we evolve.

Curiosity, Practice, and Embracing Pivots

We both agreed: content is the fuel of any brand, corporate or personal. Jay’s journey exemplified an agile, curiosity-driven approach to content creation. He started as a sports journalist and blogger in the early days, before “blogging” was a buzzword, using free tools to write for himself and a handful of readers. That curiosity kickstarted everything—even his career at Google was influenced more by his blog than by his academic credentials.

For today’s students and young professionals, Jay’s story is vital. Start building your brand now, even if only your mom is reading! Create content, keep at it, and don’t stop. If you do, you’ll cultivate an edge that’s hard to replicate.

Jay’s path took him from sports into business, then into content marketing, before anyone really knew what it was. He saw the creative side of this business firsthand, abandoned his old blog for a new one focused on emerging trends, and even built community meetups with other content professionals. The thread? Consistent side projects, relentlessly pursuing curiosity—not viral “success”—have formed the foundation of Jay’s staying power and growth.

The Engine of Endurance

I’ve long believed that building a brand—whether through blogging, podcasts, or newsletters—can’t be a “project.” It’s a lifestyle. Just like running or going to the gym, it’s about integrating consistency into life’s fabric and keeping the train moving.

I shared the core disciplines I teach for lasting creative presence:

1. Awareness: See your life as a source of stories and ideas.
2. Capture: Always write down your ideas, or you’ll lose them.
3. Schedule: Dedicate time to your craft—don’t leave it to chance.
4. Relax and Enjoy: Create at moments when you can focus, undistracted.

For more than a decade, I blogged over a thousand weeks in a row and never missed a podcast episode. The point: create discipline, not as a temporary effort, but as something that shapes your identity. Make yourself the kind of person who “just does this” rather than someone who’s always chasing a new tactic.

Jay reinforced this. He described how writing and creating are not a means to an end but the end itself. You must love the process—the tactile rhythm of typing, the accomplishment of hitting “publish”—even if no one’s watching. If you’re only aiming for an outcome (followers, dollars, virality), you’ll burn out as soon as the market doesn’t respond. Find intrinsic motivation, and let that be your compass.

The Shift That Happens to All Creators

One fascinating insight from my interviews for my KNOWN book was that almost everyone starts out creating for tactical reasons—a need to grow a business or personal brand. But as you persist and attraction builds, a greater purpose reveals itself. You realize you can inspire, include, and uplift others. The privilege and responsibility deepen. If early on, doing the work might have been about business success, over time, the pie chart of motivations flips—helping others becomes the dominant driver.

Jay echoed this with a powerful mantra: “We create what we wish existed in the world.” The business world often tries to force us to create what the market or the algorithm demands, but inevitably we are driven back to our desire to add something meaningful—something “we” long to see in the world.

The Limits of Tricks (and the Infinite Potential of Resonance)

The lure of tips, tricks, and algorithms is constant, but as Jay and I discussed, they all have an expiration date. Tricks can maybe earn you a click, but not a genuine connection or loyalty. True resonance—when your work means something, when people respond with gratitude or share your story with others—is earned, not engineered.

You can buy reach; you cannot buy resonance. And resonance is what matters. Jay underscored that your impact isn’t measured just by the immediate metrics, but by the people who listen all the way through, who write back passionately, who mention your ideas when you’re not in the room.

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

The post Secrets of the Sustainable Personal Brand appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

I made a significant announcement on my new podcast episode, show number 328 of The Marketing Companion.

In this 13th year of the program, I’m stepping down and handing the reins to a new owner. You can listen to the episode for the details. I’m not going away quite yet, but beginning in January 2026, there will be a new owner and show host.

Having a podcast that has lasted more than a decade — and I’ve never missed an episode — certainly beats the odds. More than 2 million downloads later, I’m moving on to new projects.

I’m not one to dwell on the past, and this show is no exception as I plow forward on a discussion of key tech considerations for marketing with my friend Sandy Carter.

You can enjoy this show and hear my announcement by clicking here:

Listen to Episode 328 of The Marketing Companion

Here is an AI-generated summary of the show highlights:

The Nvidia Deepfake: A Cautionary Tale for Brands

Something jaw-dropping happened during Nvidia’s big corporate event. I hopped on LinkedIn and saw the video of Jensen Huang, Nvidia’s CEO, who always delivers inspiring talks. But, to my shock, the replayed video had more views than the actual livestream — and it turned out to be a fake.

This wasn’t just a prank. Thousands (including some Nvidia employees and even CNBC) tuned in, believing it was Huang, only to discover it was an AI-crafted forgery pushing a crypto scam. Even veteran marketers like Sandy and me were fooled, clicking legitimate-looking links that led to the fake event.

What’s really unsettling is the precision and organization behind this attack. This wasn’t a lone hacker; it was an orchestrated crime with marketing-level sophistication. They timed the fake stream perfectly, hijacked search and social placements, and created something so convincing that even close colleagues were swindled.

Here’s the big lesson: authenticity in branding now demands proof. We’ve crossed into an era where merely sounding or looking authentic isn’t enough — brands must invest in new forms of verification.

And here’s the kicker: platforms have the technology to detect and verify truth, but won’t use it. Polarization, outrage, and viral fakes drive more views and, unfortunately, more ad revenue.

Are You Ready for Humanoid Robots?

That’s only half the future. The other revolution speeding toward us is the age of humanoid robots — not just as factory workers or distant sci-fi dreams, but as customer-facing agents.

We’re already seeing this in places like Korea and Japan, where robots are stepping in to care for the elderly or providing personalized services. In Silicon Valley, there’s already a humanoid robot in beta that will deliver pizza, serve you at dinner, pour drinks, and even clean up afterward. That sounds like an upgrade to my hosting skills! However, it has profound implications for marketing.

The robot selects the brand of soda. The robot chooses which cleaning product to use. Suddenly, Coke, Pepsi, P&G — their customer might not be the humans in the household, but the robot company or its AI!

And what about architectural design? If your home can’t accommodate the robot’s width, maybe it’s time for a renovation. Marketers must start thinking about scenarios that were pure fantasy just a few years ago.

More than that, physical AI opens the door for a whole new specialty: “robotic trainers.” Soon enough, marketing educators and consultants might be training robots (not humans!) on how to greet guests in a restaurant or care for patients.

Speed Becomes the Ultimate Advantage

One theme kept coming up again and again in the discussion: speed. AI is compressing the time between idea and impact. We used to run A/B tests for months; today, that luxury is gone. Real-time analysis, constant adaptation — this is survival now.

Some businesses, like those in Dubai, aren’t just keeping up; they’re redesigning their cities for the age of AI and global branding. Dubai has a CEO for the city, not a traditional mayor, and they’re combining storytelling, authenticity, and technology to build global icons like Dubai Chocolate. Makes me realize how far traditional campaigns and approval cycles must evolve.

Management consultants and big agencies like McKinsey are facing tough choices as their data-driven cultures collide with the urgent need for rapid experimentation. Smaller brands and startups get it faster — but larger organizations must shift, too.

I’ve never been this excited — or nervous — about what’s next. If you want to keep up, embrace the uncertainty, stay endlessly curious, and get comfortable with the uncomfortable.

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

Need an inspiring keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Image courtesy Mid Journey

The post The Marketing Companion Podcast: Beginning of a New Era appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

These days, it seems like every marketing conversation swirls around the latest AI tool, the newest social channel, or some fresh “growth hack” promising overnight results. Don’t get me wrong: staying current is vital. But as my recent Marketing Companion episode with Andy Crestadina reminded me, we might be so dazzled by the new that we forget the timeless fundamentals of marketing that built the very house we’re renovating.

As we shared a few laughs (and introduced “sex” into our podcast conversation for the first time), Andy and I unpacked a few marketing truths that are more relevant than ever.

To listen to the conversation, just click here!

Click here to enjoy The Marketing Companion Episode 327

An AI-generated summary of the conversation:

1. Persuasion is (Still) the Science at the Heart of Marketing

Andy kicked things off by quoting the copywriting legends: “It used to be all about persuasion.” And he’s right. Classic marketing was rooted in psychology—understanding why people take action (or not) and how to tip them toward us.

Everybody’s obsessed with optimizing for algorithms, but if your copy can’t persuade, all the traffic in the world won’t help. Marketers often overlook handling objections, using cognitive biases, and “nudging” consumers (thanks, Richard Thaler). It’s not all that different from decades past. Andy and I both agreed: re-read Cialdini’s Persuasion, crack open “Scientific Advertising,” and revisit Nancy Harhut’s work on behavioral science in marketing. These classic texts are treasure chests of techniques that’ll never go out of style.

2. Your Brand Is Still Your Moat

The switch was flipped 20 years ago and has never been turned off: we optimize for everything — Google, Facebook, conversion rates, clicks, Likes, and SEO. But the “soul” of marketing is still your brand. Distinctiveness, emotional resonance, and memorability — these are the long-term drivers of growth.

Look at the world’s best brands: they don’t win just by being good at Facebook ads, but by creating an emotional expectation and meaning around their name. Is your brand working as hard as your SEO?

3. The Power of Human Connection: Live Events & Community

Here’s a bit Andy and I always come back to: business is personal. Community, relationships, and the magic of in-person interaction will *always* be a goldmine for marketers. Andy’s network — and mine — comes from years of shaking hands, swapping stories, and sharing meals at conferences and industry events. COVID might have shaken up the landscape, but live events are back, and the impact is real.

Brands can (and should) host their own events. The potential for networking, relationship-building, and, indeed, sales is immense.

4. The Unexpected Luxury of Paper

In our endlessly buzzing, swiping, and scrolling digital age, few things cut through the noise like a handwritten note or a printed newsletter. Andy and I swapped stories of thank-you cards and beautifully crafted newsletters that made it past the digital trash heap and straight into someone’s heart (or office).

Paper feels like a luxury now. It’s rare, a little surprise and delight that says, “I put in extra effort for you.” For the right audience, a physical touchpoint can generate deeper loyalty than a thousand “likes.”

5. Stop, Iterate, and Focus on What Works

With every new tool or channel, marketers pile on more and more — TikTok, threads, Snapchat, Reels. But Andy’s right: the best marketers aren’t everywhere. They stop, iterate, and have the discipline to quit what’s not delivering. If you can’t go deep, you can’t be great.

Audit your time. Are you spreading your attention too thin across too many channels? Cut loose the underperformers and double down on what *moves the needle.* It’s about high-impact focus, not omnipresent mediocrity.

What are you doing that’s become a drain? Put something “to bed,” and reinvest those hours into upgrading your best work.

6. Sex, Beauty, and the Importance of Design

No, this isn’t clickbait. As much as culture changes, the human brain still processes beauty, sexual attractiveness, and design as signals of quality and trust. Whether you’re selling a service, a SaaS platform, or a new book, your visual presentation matters.

From an evolutionary standpoint, humans are wired to notice beauty because it historically signaled health, fertility, and good genes. Symmetry, clear skin, and proportionate features were reliable indicators of well-being and reproductive fitness.

When an ad feels aesthetically pleasing, the brain interprets that fluency as truth and credibility. It’s a shortcut: if it’s beautiful, it must be good.

When society repeatedly portrays certain faces, bodies, or aesthetics as “ideal,” people internalize them as signals of success, happiness, or desirability.

Advertising plays on this loop: we want to be like the beautiful people we see, so we buy what they use. It’s not rational; it’s associative learning—our brains connecting the brand with the desirable identity it projects.

This extends beyond “sex sells.” It’s about quality design, brand aesthetics, and the perception of credibility—online and off. Even as influencer brands experiment with minimalist sites and direct channel links, most of us still need a killer, beautiful website that instantly builds trust.

At the core, marketing hasn’t changed as much as we think. Persuasion, branding, human connection, standing out with tangible experiences, disciplined focus, and a sharp eye for presentation: these aren’t relics. They’re the secret sauce, even in an age of AI and infinite screen time.

Take a beat. Step back. And ask: which OG marketing moves are missing from your playbook?

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

The post Rediscovering the OG Fundamentals of Marketing appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

I’ve known Ethan Pierse for many years and finally had a chance to meet him in person a few weeks ago. We spent a half day together and over dinner I turned to him and said, “This is the most interesting conversation I’ve had all year”

Both of us lamented that we should have recorded the coversation … so I did by inviting him on the Marketing Companion podcast. You’re in for a treat!

Ethan is a serial entrepreneur who has become an AI innovation authority. As founder of Borderless Ventures he advises AI startups throughout Europe and Asia.

In this show, we discuss

• The rise of the AI solopreneur
• The ROI of AI and the investment bubble
• Practical AI applications
• The unseen evolution of Web3

… and more

To tune in, simply click on this link:

Click here to enjoy The Marketing Companion Episode 326

And here is a text review of the show’s highlights:

The Rise of the AI Solopreneur

At the heart of Ethan’s current work is his passion for “democratizing opportunity” with AI. Through Borderless Ventures, he invests primarily in generative and agentic AI solutions — tools that power not only creators and solo business owners but also small, nimble teams with global reach.

Pierse

Ethan is also writing a book, The AI Solopreneur Economy, capturing this moment where entrepreneurship is open to more people than ever.

He argues that AI isn’t just for developers or technical founders. Instead, non-technical but entrepreneurial folks can now build tech products without deep coding skills. AI is breaking down traditional barriers and letting more people “create their own future.”

The scale is already astonishing: micro teams — or even individuals — are building seven- to nine-figure businesses, something unimaginable even a decade ago. With AI, a solopreneur can achieve what once took dozens of staff and millions in capital.

No Longer a Game for the Valley Alone

Ethan dismisses the outdated idea that innovation must happen only in places like San Francisco, London, or Tel Aviv. The global pandemic, he notes, accelerated the move to remote work, further eroding geographic boundaries.

Now, founders are building companies from “where they’re at,” whether that’s Eastern Europe, Southeast Asia, or their hometowns in France. Borderless Ventures itself is based in Singapore and Estonia, reflecting this new, decentralized reality.

While networking and physical proximity still matter for building relationships, huge opportunities are everywhere, especially since digital and AI-powered startups can scale from anywhere. And the cost to start is lower than ever: Ethan recalls when hard drives cost half a million dollars; now, world-class web hosting and AI credits are free or nearly free for newcomers. The barrier to entry for big ideas is almost nonexistent.

The AI Bubble: Hype or Real?

With so much venture capital sloshing around — companies with ten employees are valued in the billions — a debate rages about whether AI is in a bubble. Ethan’s take? Short-term overvaluations are normal for disruptive tech, but what’s happening now is like a gold rush: not just for today’s productivity gains, but for the possibility of reaching artificial general intelligence (AGI) and even “artificial superintelligence” (ASI).

The tech giants are pouring in trillions to build massive data centers and train ever-larger models. In Ethan’s view, most of this is a race to own the future: whoever reaches ASI first may hold the keys to solving everything from interstellar travel to aging.

But it’s not all sci-fi. Right now, AI is driving real value in automating repetitive, high-value workflows.

Practical AI: Working Smarter, Not (Just) Harder

One crucial point Ethan makes is that extracting value from AI today is less about the tool, and more about learning to “talk” to it — that is, prompt engineering. Those who learn how to properly instruct AI (by, for example, writing detailed product requirements documents or SOPs) will get dramatically better results.

Ethan sees a coming wave where companies won’t fire en masse, but will simply not replace roles that AI can fill. Already, firms like Fiverr and Shopify are saying they won’t rehire unless a position can’t be done by AI. “Our days are numbered,” as one tech CEO put it, making it more important than ever to upskill and learn to collaborate with automated assistants.

The Unseen Evolution of Web3

While the buzz around Web3 and crypto has cooled, Ethan remains bullish on the foundational ideas. The technology stack of Web3 — blockchains, NFTs, and tokenization — matters not because people care about “crypto,” but because it introduces seamless, direct relationships and removes unnecessary intermediaries.

Look past the jargon, Ethan says, and you’ll find real-world use cases—soulbound NFTs verifying Harvard degrees, limited-access smart contracts for music releases, or authenticated logistics chains for wine and luxury goods. What matters is the efficient proof of origin, authenticity, and ownership. As user interfaces improve and blockchain transactions go “invisible,” Web3 will underpin a huge swath of future commerce and digital experiences.

A unique crossover between Web3 and AI? Agentic AIs—digital agents that perform tasks in workflows—can transfer value between themselves using stablecoins (crypto-pegged to dollars or euros). This enables automated micro-transactions at massive scale, with companies like JP Morgan already processing billions internally using their proprietary coins.

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

The post The Era of AI Solopreneurship Starts Now appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

A few weeks ago I wrote about the personal angst I had about people creating custom GPTs that replicate my intellect. Is this flattering and fun, or a creepy theft of intellectual prowess?

I went through a period of introspection and came to a new realization as I was writing my new book How AI Changes Your Customers (… and all of humanity by the way).

There is no way to escape the influence of AI. No way to dismiss it. No way to deny the permanent impact it will have on our lives, our careers, and our families.

So we have a choice. We can live in fear and denial. Or we can reimagine how AI can make us bigger, bolder, stronger, more creative, and more impactful.

I choose impact. So, I did a thing. I created  The MarkBot — an Expert Trained Model informed by my public work, like books, blog posts, speeches, classes, strategic frameworks, and more.

I am a teacher, a mentor, a guide. If I had an AI that could truly channel my philosophy, education, and experiences, then I could be a teacher to the world … anywhere, any time I am needed. I would be using AI to reimagine myself as a global marketing teacher and business consultant.

I’ve been working on this for a few months, tested it with more than 100 people and now I’m giving it away for free.

Which might not make any sense. So read on.

The Business Strategy

Why would I give away my knowledge base for free?

This isn’t the first time we’ve had this debate. In the early days of content marketing, your boss probably said: “What??? You want me to give away my content and best ideas for free on a blog?”

Yes.

Because if you didn’t, your competitors would. Their content would be discovered, highlighted, and shared — and you’d lose out.

The same is true with AI.

For better or for worse, information flows freely on the web. Once you publish anything, anywhere, it will find its way to open waters. Everything I’ve ever written is already part of the immortal glue holding AI together. Why not channel it in a way that helps people … in my way?

I wasn’t sure how giving away content in the early days of the web would result in business for me, but it did. No matter how much I gave away, people still wanted to connect to me personally for a speech, a workshop, or a business consultation.

Giving away content fueled my success. I’ve never paid for an ad in my life.

Is the MarkBot just another vessel for my content and ideas? Will this work the same way and bring me business? I don’t know. But I do know is that this is a way to help people with honest advice at scale, and that is a dream come true for any teacher.

And it works!

I’ve been working on MarkBot for several months, and I’ve learned that building a great GPT requires much more than just feeding it content. This thing had to be an extension of me. It had to be something I was proud of.

MarkBot is not just an expression of my intellect. It also reflects my values and personal consulting style.

Dozens of people have tested it, and the results have been startling.

One person said it was like talking to me.

Another person received some advice on her business, which she called “profound.”

A third person tested it against other LLMs and found it to be superior for marketing strategy and brainstorming.

Some of the advice it provides seems beyond anything I could do myself. Which is hard to explain, but I’ll take it!

It’s not perfect, and it will always be a work in progress, but I think you might enjoy trying it out. It’s free and private, so your questions and answers are not stored anywhere.

Try MarkBot here.

Beyond marketing consulting

I recently got into a deep discussion on custom GPTs with Dana Malstaff during an episode of The Marketing Companion podcast. She is also developing her own AI to drive her business but in a radically different way.

Her approach is to design AI—chatbots, custom GPTs, and other agents—that set boundaries and parameters. For Dana, it’s critical that these tools reflect her authentic voice and beliefs, and that they’re honest enough to challenge users and not just validate their ideas. This is foundational to building trust and long-term value.

Key highlights from her approach include:

• A “future self” guidance AI bot
• A conversion scanner that assesses websites for conversion opportunities
• An internal bot that streamlines company operations and helps with conflict resolution.
• Certification programs

Integrating AI into key company processes allows her to spend even more time on the human side of the business that drives revenue and loyalty.

Custom AI isn’t about cutting costs or flooding the web with more generic content. It’s about deeper service, smarter boundaries, and building something that truly sets you apart.

I hope you’ll dive into the MarkBot and learn more about Dana’s revolutionary use of AI in the new episode of The Marketing Companion.

You can listen to this special show here:

Click here to enjoy The Marketing Companion Episode 325

Please support our sponsors, who make this fantastic episode possible.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Unlock your brand’s full digital potential with SEMrush, the all-in-one marketing toolkit trusted by professionals worldwide. From uncovering competitor strategies to tracking keywords, optimizing SEO, and managing social media, SEMrush gives you the insights to outrank and outshine. Imagine having the power to spot opportunities before your rivals, sharpen your content, and drive measurable growth—all in one intuitive platform. Whether you’re scaling a startup or leading a global enterprise, SEMrush equips you with data-driven tools to win online. Don’t just compete — dominate your market with SEMrush. Start your smarter marketing

The post Now you can access my marketing consulting mind for free appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Instant answers

In this special episode of The Marketing Companion podcast, I reveal some one of the most important ideas from my new book, “How AI Changes Your Customers: The Marketing Guide to Humanity’s Next Act.”

And I include a free gift!

This episode contains Chapter 1 of the audio edition of the book: Deep Thinking in the Age of Instant Answers.

You can listen to this special show here:

Click here to enjoy The Marketing Companion Episode 324

This chapter covers several essential issues as we begin to understand how AI is rewiring humans … and our customers:

Why Deep Work Still Wins — Having written a dozen books, I know that the process of living deeply with new knowledge changes you at the cellular level—a process philosophers call phronesis. This slow burn of study and practice brings not just information, but practical wisdom and embodied confidence.

However, most people won’t put in the hard work. They opt for the instant answers. Human nature favors shortcuts. Thinking will be optional.

Experts warn that as AI systems take over increasingly complex decision-making tasks, our capacity for critical thinking may atrophy.

The Science of Cognitive Offloading — The research is clear and troubling: When we let AI take over, we’re not just surrendering the “heavy lifting”– we’re letting atrophy set in. It’s the digital equivalent of offloading muscle work to a machine, only now it’s happening to our ability to reason, synthesize, and create.

A Crisis of Curiosity — Perhaps the most insidious aspect of AI is its confidence. AI doesn’t just provide answers — it provides confident, polished, definitive answers. Advanced AI decision-making could significantly undermine people’s sense of agency and curiosity. If customers default to the shortcut, how do we—as marketers—connect with them in a world where thinking is optional?

While most people may opt for cognitive shortcuts, the curious few — the ones who use AI as a tool for deep exploration — will have a tremendous advantage. Used correctly, AI can feed curiosity, open up new knowledge channels, and expand creative thinking.

Your New Best Customer: The Algorithm — Here’s where it gets interesting for marketers: When AI becomes the customer’s brain, AI becomes your customer. The minute your content gets summarized, rated, or recommended by a machine, the algorithm is your real audience.

Our goal now is to train AI to act as a sales representative for our brands. That means feeding it clear, consistent, unmistakable messaging, both on your site and across the web, and not blocking AI from your content.

Feelings Are the Last Competitive Advantage — Finally, I discuss the ultimate AI override: what people feel about your brand. Even if AI provides the shortlist, what gets a customer over the line is often gut instinct, emotion, and connection.

That’s why brands able to spark resonance — through story, humor, surprise, or vulnerability — will win in a world of algorithmic sameness. This emotional layer becomes the rarest and most powerful differentiator.

I hope you enjoy this episode and the book, which is now available on Amazon >”How AI Changes Your Customers: The Marketing Guide to Humanity’s Next Act.”

Please support our sponsors, who make this fantastic episode possible.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Unlock your brand’s full digital potential with SEMrush, the all-in-one marketing toolkit trusted by professionals worldwide. From uncovering competitor strategies to tracking keywords, optimizing SEO, and managing social media, SEMrush gives you the insights to outrank and outshine. Imagine having the power to spot opportunities before your rivals, sharpen your content, and drive measurable growth—all in one intuitive platform. Whether you’re scaling a startup or leading a global enterprise, SEMrush equips you with data-driven tools to win online. Don’t just compete — dominate your market with SEMrush. Start your smarter marketing

Illustration courtesy MidJourney

The post Deep Thinking in the Age of Instant Answers: Navigating the Great AI Disruption appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

As a marketing educator, writer, and entrepreneur, I’m obsessed with understanding the impact of AI on marketing and sales.

On the latest episode of The Marketing Companion, I was fortunate enough to speak with Sandy Carter, who has a broad global view of the new realities.

Sandy, currently leading a high-growth tech unicorn and author of the new book AI First, Human Always (yes, I had the honor of writing the forward!), brings a rare blend of hands-on leadership and futurist perspective.

You can listen to this amazing show just by clicking here:

Click here to enjoy The Marketing Companion Episode 323

And here are a few of the highlights from our talk:

From Counting Clicks to Decoding Intention

For years, marketers have focused on measuring attention, including views, clicks, impressions, and dwell time. We optimized content and spent ad dollars based on where eyeballs went, striving to interrupt or insert ourselves into the customer’s stream of consciousness.

Thanks to AI, that entire playbook is already getting upended. As Sandy pointed out, with advanced predictive tools like ChatGPT, Claude, Gemini, and Perplexity, customers are now going straight to an agent who can not only surface information but also predict their needs.

Here’s the revelation: AI moves us from being marketers of “attention” to marketers of “intention.” When someone asks an AI assistant for recommendations, they’re stating exactly what they want—think “Give me the best CRM for a startup with $X budget and these features”—and bypassing traditional marketing funnels entirely. The agent already knows how to filter, rank, and recommend based on actual needs, not just exposure or interrupted attention.

The New Gatekeepers: How (and Where) AI Picks Its Winners

Naturally, our conversation turned to the practical question on every marketer’s mind: How do you become one of the five “recommended” brands that AI agents surface? When attention alone is no longer enough to get you into the consideration set, what signals matter?

Sandy’s real-world experiments and research laid it out:

Wikipedia Is Back in Style: AI tools routinely use Wikipedia to validate and select which products or companies to recommend. If you haven’t yet built or maintained a Wikipedia page for your business (or yourself!), you’re likely invisible to these agents.

Social Proof via Reddit: Surprisingly, Reddit threads and subreddits have become an influential social signal for AI. If your brand is being discussed positively in relevant Reddit communities, you’re more likely to make the cut. But beware: unresolved issues or complaints, even from years ago, can hurt you if your brand doesn’t participate actively and transparently.

Rich, Fact-Based Content Wins: AI loves structured, fact-heavy lists and articles — “five reasons to choose X,” “top ten features of Y” — even more than traditional SEO tactics. This means your blog’s FAQ pages, listicles, and data-driven content don’t just help search engines, but are directly picked up by generative models when responding to user prompts.

Authority Still Matters: Recent research (as discussed in a past episode with Andy Crestodina) shows AI privileges brand mentions in non-sales content, press articles, and academic references — pushing the importance of classic PR and media strategy back to the top.

The message is clear: if your brand isn’t showing up in these AI “source” locations, your odds of even being considered are catastrophically reduced.

Brand: The Ultimate “Override” in the Prompt Era

Yet, despite the surge of AI-powered decision-making, our conversation reaffirmed one crucial truth: brand still matters more than ever. AI might present five options when a user states their intention — but which one do they pick?

Often, the tie-breaker remains human: a personal recommendation, a powerful story, a reputation for exceptional service. I shared the story of my own Paris trip, where a friend recommended a gluten-free bakery that didn’t make it onto AI’s list, but immediately became my top pick. That’s the “brand override, ” an emotional shortcut humans still use to filter, select, and even instruct AI agents. Sandy reinforced this with her own experiences and evidence that many enterprise buyers, even after narrowing down their options via AI, still seek out word-of-mouth or social proof before making a commitment.

Even more fascinating: How do you become the default choice mentioned in AI user prompts? (“Book my trip on Delta,” “Research this with Salesforce,” etc.) This is the new holy grail — being so well-branded that you bypass the recommendation filter altogether.

Marketing to Machines (and Machine Influencers)

This doesn’t mean we can coast on reputation. We’re at the dawn of a future where, as Sandy observed, entire teams will be dedicated to “marketing to agents,” not just to human customers. Walmart is already experimenting with this, building strategies to influence the agents (and even humanoid delivery robots!) that are quickly becoming intermediaries for everyday purchasing decisions.

Imagine a robot delivering your pizza, choosing your drink, setting your table … Who is the true “chooser” in this experience: the human or the algorithmic assistant? Will P&G start marketing dishwasher soap to the pizza robot’s parent company, or keep marketing to households? The lines are already blurring.

The Next Generation: AI as Brand Builder (and Best Friend)

There’s another layer: The next generation of buyers — raised on Roblox, TikTok, and personalized AI companions — are already developing affinities through digital worlds. Sandy’s daughter knew to ask for Adidas after encountering it in-game, not through traditional ads or family habits. In many cases, the most influential “friend” or recommender may be an AI personality.

Let’s not underestimate the psychological shift underway. As AI companions move from functional assistants to social confidantes, their product recommendations carry new emotional weight. In fact, social AI companions already outpace ChatGPT in certain engagement metrics. That’s a transformational shift in the trust landscape—one that marketers must start preparing for now.

So, Where Do We Go from Here?

We’re moving from a world of *interrupt and persuade* to one of *predict and facilitate*, with AI agents as both gatekeepers and guides. As marketers, the urgent priorities are:

• Build and maintain accessible, accurate, and richly detailed references (Wikipedia, Reddit, media hits)
• Double-down on authority and co-occurrence in natural language (not just backlinks)
• Lean into transparent, conversational engagement with your audience and communities
• Embrace the necessity of “marketing to agents,” not just customers
• Never lose sight of the human: generate enough love, trust, and loyalty for your brand that customers ask for you by name — even when AI presents alternatives.

If there’s one lesson I took from our conversation, it’s that the era of “attention as currency” is giving way to intention, and the path from intention to purchase is no longer a straight line—nor is it exclusively under human control.

Stay sharp, stay engaged, and keep your brand both technologically visible and unmistakably human.

Please support our sponsors, who brings you this fantastic episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Unlock your brand’s full digital potential with SEMrush, the all-in-one marketing toolkit trusted by professionals worldwide. From uncovering competitor strategies to tracking keywords, optimizing SEO, and managing social media, SEMrush gives you the insights to outrank and outshine. Imagine having the power to spot opportunities before your rivals, sharpen your content, and drive measurable growth—all in one intuitive platform. Whether you’re scaling a startup or leading a global enterprise, SEMrush equips you with data-driven tools to win online. Don’t just compete — dominate your market with SEMrush. Start your smarter marketing journey today.

The post Attention to Intention: How AI is Rewriting the Rules of Marketing and Sales appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.