Mark Schaefer is the author of several influential marketing books that have made a significant impact in the field.
His work can be found at www.businessesgrow.com.
- Motivation for “Audacious”: Schaefer writes books to address chronic and persistent problems. The biggest challenge now is understanding where humans fit in a world of abundant AI. He aims to explore the role of humans and marketing in an AI-dominated world.
- The Core Idea of Audacious: Competence is no longer enough; AI is competent and ignorable. To thrive, marketers need to be audacious and reach deeper. The book provides ideas and case studies to help companies disrupt their current paths.
- Fear and Excitement Around AI: People have mixed reactions to AI, finding it both exciting and terrifying. It’s important to immerse oneself in AI, push its boundaries, and not just use it as a glorified search engine.
- AI as an Opportunity: Research shows that using AI can lead to more discoveries, patents, and product launches. It widens the gap between the best and average, so embracing AI is a massive opportunity. It can unleash new capabilities for people, allowing them to become writers, artists, and musicians.
- The Pandemic of Dull: Original human writing is crucial. Using AI for writing is like bringing store-bought cookies to a bake sale – convenient but not exceptional. Add your own story and experiences to your content.
- The Importance of Personal Brand: Despite AI’s capabilities, a strong personal brand built on trust and consistent presence is invaluable. It’s a defense against deep fakes and misinformation.
- The Role of Storytelling: Schaefer’s previous book, “Known,” is even more relevant in the age of AI. Personal stories and humanity are the last things AI can’t take away.
- Audacious Book Cover: The book cover features a QR code that, when scanned, morphs the cover using AI to turn stories from the book into abstract art.
- Future Book Ideas: Schaefer is considering updating “Known” to address personal branding in the context of AI.
- The Human Element: There will always be a place for human art and expression. Marketing should approach art and be unique, reflecting the human experience.
- Advice for Leaders Reluctant to Adopt AI: Assess the legal implications and potential risks before diving in. Cultural change is necessary, but address fears of disruption and risk-taking. Leaders need to be competitive and break free from fear to avoid being wiped out by AI.
Where to Buy Audacious
The book is available on Amazon in paperback, hardback, ebook, and audiobook formats. Find more information on Mark Schaefer’s website, Businesses Grow.
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About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
