I saw a post today from Stephanie Agresta talking about SXSW and how they have reimagined the footprint of the festival. The post caught my eye because SXSW is a big part of my career.

I’ve been to SXSW eight times and seven of those were in a row, mostly with FreshBooks , but also tagging along with two other startups hellbent on making noise. And every damn year we managed to stir things up so well that we’d get a polite (but clearly annoyed) email from the organizers: "You got us this time, but we’re closing that loophole for next year."

For me, it happened last week.

I was talking with my cousin. She’s cool. She’s fun. She’s wildly successful in that effortless “Oh, I didn’t realize you were on that board” kind of way. We were bouncing around ideas about travel and food and all the things that make life feel like more than just a to-do list.

Then she said this.

“Do you know why they call things better? Because better is better. That’s why they call it better.”

I swear to you, time froze for a second.

Let’s just call it like it is: being nice is boring. Especially in marketing. Especially when you’re trying to get noticed in a world where everyone’s yelling, but no one’s actually saying anything worth listening to. If you want attention, you need conflict. You need drama. You need a rival.

And not just any rival. You need someone to feud with in public. Think Nike vs. Adidas, McDonald’s vs. Burger King, Coke vs. Pepsi. These aren’t just brand wars, they’re modern-day myths. And they work like hell.

I decided to ride the wave of video and talk my way through this thought I had, but am going to transcribe it below as well for those who don't think I am very handsome.

Captions are auto generated

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In a world where Artificial Intelligence is becoming the go-to solution for everything from customer service to creative design, it’s easy to get swept up in the idea that data is the answer to all your marketing problems. Impressions, clicks, engagement rates, ROAs, these are all stats that get a lot of attention, and for good reason. In fact, by 2025, we’re expected to generate and consume a staggering 180 zettabytes of data, according to the IDC Global Datasphere.

But here’s the thing: AI doesn't buy anything. People do.

Real talk: Coca-Cola gave the marketing world a gift with their 70-20-10 content model… and almost nobody’s using it.

I’ve been in marketing a long time. Long enough to remember when “viral” was just a thing you caught from making out with the wrong person in a burger king bathroom (don’t judge). So when I tell you this framework is one of the smartest tools for balancing brand consistency with actual innovation, I mean it.

Let’s talk about a trend that’s managed to be both hilarious and deeply revealing at the same time: the ChatGPT action figure.

At first, it was clever. An unexpected and playful way to anthropomorphize AI, something that lives entirely in the ether, by giving it a tangible, toy-like form. It was commentary. It was pop art. It was a joke that worked on multiple levels.

I’ve been watching The West Wing a lot lately. I watched it when it first aired, but aside from the occasional YouTube clip, this is my first full rewatch. And let me tell you, I'm appreciating it in a whole new way.

Back then, I enjoyed it, sure, but I didn’t fully grasp the brilliance of Aaron Sorkin’s writing like I do now. The dialogue, the pacing, the depth, it’s next-level. The way Sorkin crafts conversations that are both razor-sharp and deeply human is something I completely overlooked the first time around. Maybe I just wasn’t in the right headspace back then, or maybe I’ve evolved, who knows.

Let’s get real for a second, when it comes to knowing what’s best for their customers, many brands are flying blind. They think they know. They have assumptions, gut feelings, and internal discussions that reinforce their own biases. But the truth? Some of them don’t have the slightest clue who their customers actually are, what they really want, or how to effectively connect with them.

Let’s talk about the fun stuff. The bold, creative ideas. The ones that make people laugh, cry, share, and talk. The ideas that go viral, break the mold, or make brands unforgettable. It’s the work we live for at The Idea Integration Co. It’s also, unsurprisingly, the work everyone wants to do.

But here’s the catch: not everyone can.

Imagine this: you’re at a baseball game. The pitcher on the mound is known for one thing, his knuckleball. It’s unpredictable, almost impossible to hit, and when executed correctly, it’s a game-changer. But despite its potential to dominate, very few pitchers actually use it. Why? It’s difficult to master, it requires finesse and practice, and it’s just… not trendy.

Word of Mouth Marketing (WOM) is the knuckleball of the marketing world.

I rarely make these prediction posts because I think I would say the same thing every year, and then people would say I have no original thoughts, but as we gear up for 2025, there’s one clear thing: brands can no longer afford to keep operating at arm's length from their customers. We’ve spent years obsessing over growth hacks, data analytics, and automation, but the tides are changing. The world is about to get a lot more unpredictable, and consumers are more empowered than ever before. To thrive in the coming year, brands need to rediscover something that many have lost sight of — the power of community and being human.

I recently finished reading Peter Levitan's new book "How To Build A Kick-Ass Advertising Agency". I enjoyed the book, and highly recommend it; only a little of it was new to me because I have seen or heard most things in the almost 15 years I have been running my agency, but one thing I did take to heart was his chapter on having a one-page business plan.

I read a report recently that said that crying in a movie reveals high empathy, social awareness and connection – all aspects of emotional intelligence. As such, it is an indicator of personal strength rather than weakness.