If you’re still trying to sell the way you did five years ago, here’s the truth: you’re not just out of touch. You’re in the way.
In this first episode of Playbook Broken, I brought on one of the sharpest minds I know. She’s a creative strategist, media whisperer, and ex-AI skeptic turned power user. My guest is Molly St. Louis, co-founder of Mosaic Group Media. Molly doesn’t pull punches. She also doesn’t waste time defending broken tactics.
Molly brought real talk, sharp takes, and challenged me to rethink a few things myself.
What We Got Into:
Social Selling Isn’t About You Anymore
Molly laid it out: buyers want real talk, not sales decks. They’re gathering in private communities — and they don’t want marketers in the room. As someone who’s built their career in B2B, this hit me hard and true.
“I want to talk to a real customer. And no, you can’t be there.”
That’s what today’s buyers are saying. They want access to people like them, not polished pitches. Communities are winning because they’re honest. Your job? Learn to influence without inserting yourself.
Brand Has Been Beaten to Death by Performance Metrics
We talked about how brand has gotten swallowed up by metrics and why that’s a mistake. ChatGPT didn’t flatten your voice. You did. You did it by feeding it the same stuff everyone else did.
The fix? Treat brand like what it really is: a reputation insurance policy, not just a pretty logo or a top-of-funnel tactic.
AI Can’t Think for You. But It Can Punch You in the Brain.
Molly was skeptical about generative AI. So was I (just a bit). But she forced herself to dive in and came out on the other side smarter, sharper, and more efficient. Now she uses AI like a mirror and a mental sparring partner.
Also, she made a collage of ChatGPT smoking a joint made out of The New York Times. That pretty much says it all.
Five Truths That Stuck With Me:
Communities are the new sales decks.
Thought leadership isn’t about being known. It’s about being different.
Brand without teeth is just a press release in a $10,000 suit.
AI won’t kill your job. Your sameness will.
Talk like a person. People are tired of being pitched at.
Guest Link:
→ Molly St. Louis / MosaicGroupMedia.com
Talk to me!
What part of your playbook is broken?
What’s the most human thing you’ve seen in marketing this year?
Drop a comment or hit me up on LinkedIn.
Playbook Broken is a MarTech.org production.
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