The most important marketing question isn't "What works?"

According to Billy Broas, it's "What are human beings?"

Sounds philosophical? It is—and that's exactly the point.

On Marketing Speak, Billy (creator of the Five Light Bulbs framework and marketing strategist for Tiago Forte, Ryan Deiss, and major science-focused companies) makes the case for argument-driven marketing over psychology-driven marketing.

His manifesto challenges the industry norm: Stop treating people like lab rats to be hacked. Start making defensible arguments to intelligent human beings.

The practical impact?

✓ Teams align around one clear message (no more conflicting arguments across departments)

✓ Content has purpose (every piece advances the sale as a proof point)

✓ Marketing creates "re-enchanted transactions" that build loyalty

✓ You avoid the ethical quicksand of manipulation tactics

Billy walks us through his complete framework, plus how to use syllogisms with ChatGPT to audit your marketing logic and identify where your claims don't connect.

This is marketing that works better in the long term AND has a stronger ethical foundation. Listen now! 🎧

The show notes, including the transcript and checklist to this episode, are at marketingspeak.com/540.