Mark Schaefer, marketing expert and author, joins me to discuss his latest book "Audacious: How Humans Win in an AI Marketing World." We explore the importance of breaking bad rules for good reasons in marketing, the power of word-of-mouth, and the need for brands to create meaningful experiences. Mark challenges conventional marketing norms, emphasizing the value of play, humor, and embracing imperfection in brand strategies. We delve into the concept of "collective effervescence" and how brands can create shared experiences that lead to emotional connections. The conversation touches on the broader implications of AI in marketing and the enduring importance of human creativity and audacity in a world increasingly dominated by algorithms.