The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.

The traditional B2B marketing mix of SEO, paid search, and content is no longer sufficient. Modern growth relies on activating word-of-mouth through a superior product, leveraging founder social presence for authenticity, and investing heavily in the creator economy (especially YouTube) to reach engaged B2B audiences.

Businesses with passionate but niche audiences, like the UFC or F1, can break into the mainstream by producing "on-ramp" content. A human-interest show (like F1's "Drive to Survive") provides an accessible entry point for new fans, demystifying the niche and driving massive growth by solving the discovery problem.

The pharmaceutical industry is often misunderstood because it communicates through faceless corporate entities. It could learn from tech's "go direct" strategy, where leaders tell compelling stories. Highlighting the scientists and patient journeys behind breakthroughs could dramatically improve public perception and appreciation.

One-off creative hits are easy, but replicating them requires structure. Truly creative marketing integrates storytelling into a disciplined process involving data analysis (washups, SWAT), strategic planning, and commercial goals. This framework provides the guardrails needed to turn creative ideas into repeatable, impactful campaigns.

While most marketers chase new technology like AI, true differentiation will come from applying creative, modern thinking to undervalued and seemingly archaic channels like radio or out-of-home. This contrarian approach creates disruptive, attention-grabbing moments.

The most effective way to convey complex information, even in data-heavy fields, is through compelling stories. People remember narratives far longer than they remember statistics or formulas. For author Morgan Housel, this became a survival mechanism to differentiate his writing and communicate more effectively.

Brands, particularly in B2B, are often too serious and miss the power of humor. Laughter releases bonding hormones like oxytocin, creating an instant connection with an audience. It's a universal language that can dissolve conflict and make a brand more human and memorable.

A foundation in one-to-one sales reveals the human element often missing in marketing. This experience highlights the void of genuine storytelling and creativity in many marketing departments, equipping professionals to fill it with authentic, person-to-person narratives instead of just focusing on metrics.