Don't Lose The Point.

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Dan and Joe take a buzzer to the most overused marketing clichés. Kicking things off by unpacking why “AI at the forefront of digital transformation” is more filler than hook. From there, they wade through the swamp of frictionless, digitally augmented solutions and the dreaded “value-add activities.” They break down a podcast description, debate whether “innovation” means anything anymore, and  find a gem in the phrase “starting from what you have, accelerating from where you are.”

It’s part roast, part workshop, and a reminder that clarity and specificity always outshine the jargon.

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In this episode, we tackle the reality that video content is everywhere, but most of it isn’t working. 

We share why simply cutting down a hero video for social won’t cut it anymore, and how smart B2B marketers make platform-native content that connects. 

You’ll hear how to use AI effectively in your workflow without losing the human trust factor, plus why more videos can actually damage credibility. 

We break down why view counts are just vanity, how to use view-through rates to your advantage, and why every video should answer: what’s in it for them?

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When every firm promises "transformational value," how do you make your message stand out? In this episode, Dan and Joe talk about the real work of humanizing B2B marketing. They explore why specificity matters, how to craft messages that reflect your audience’s real problems, and what to do when internal politics force subpar spokespeople into your content.

The episode also digs into smart use of AI: how to train a GPT on your brand’s voice, filter content through your ICP, and why out-of-the-box AI is a trap. 

Whether you're struggling to get buy-in or just want your content to feel less like it came from a bot, let's talk on how we market like humans again.

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Marketing is rarely predictable.

We dig into how marketers can prepare for reactivity with smart tools, brand flexibility, and a strategy-first mindset—so you’re not starting from zero every time.

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Shanil Ebrahim, Deloitte Canada's Life Sciences and Healthcare leader, shares his insight on how to approach projects and build relationships for the long term. He emphasizes the importance of being a good listener and deeply understanding the client's needs. He highlights the need for expertise and credibility, actively shaping conversations, and thought leadership in the industry. 

Establishing credibility in consulting requires continuous learning, checking your ego at the door, and clear communication. And you have to challenge the status quo - but with respect and by bringing research to back up your perspective.

Consulting is a human business that revolves around understanding people and solving their problems. Building trust and maintaining long-term relationships is key to success.

Keywords
consulting, market authority, listening, client needs, expertise, credibility, pre-built solutions, customization, consulting, credibility, continuous learning, ego, clear communication, challenging the status quo, trust, long-term relationships

Takeaways

• Being a good listener and understanding the client's needs is crucial for establishing oneself as a market authority.
• Demonstrating expertise and actively shaping conversations in the industry adds credibility.
• Balancing pre-built solutions with customization is important to address each client's unique challenges.
• Constantly learning and staying up-to-date with industry trends is essential for credibility and success in consulting. Continuous learning is essential in consulting to stay up-to-date with industry trends and be seen as a leader.
• Checking ego at the door and being willing to ask 'stupid' questions helps establish credibility and build trust with clients.
• Clear communication is crucial in consulting to ensure that recommendations and strategies are understood and implemented effectively.
• Challenging the status quo should be done with respect and solid research, demonstrating thought leadership and pushing boundaries.
• Consulting is a human business that requires empathy, emotional intelligence, and the ability to form and maintain long-term relationships.

Sound Bites

• "If you truly want to establish yourself as a market authority, you need to be a really good listener."
• "Establishing credibility means actively shaping conversations and demonstrating expertise."
• "Consistently challenging the status quo is key to being a trusted advisor."
• "You have to be constantly learning."
• "Check your ego at the door."

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Paul do Forno, partner at Deloitte Digital, shares his insights on how to get yourself out there online to build your authority in the market. He emphasizes the importance of having a digital mindset, being consistent in your digital presence, and leveraging partnerships with technology and ecosystem partners. Paul also highlights the significance of focusing on making your clients successful and connecting all the dots in your area of expertise.

Keywords

consulting marketing, go to market, digital mindset, consistency, partnerships, client success

Takeaways

• Be digital and have a digital mindset, and be consistent in your digital presence.
• Look for win-win partnerships with technology and ecosystem partners.
• Focus on making your clients successful and connecting all the dots in your area of expertise.

Chapters

00:00 
Introduction and Background

01:53
Being Digital and Consistent

08:06
The Power of Partnerships

15:00
Driving Client Success

21:04
Motivation and Long-Term Success

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Your income and your passions don’t have to be separate.

Gord Sandford pivoted his area of focus well into his consulting career – into an area that allowed him to do more of what he cared about.

In this episode of The Fide Podcast, Gord shares how he built his authority as a leader in lifelong learning – after being known for successfully leading digital transformations for years.

Key Takeaways:
🎯 Decide what you want to do and stick with it through thick and thin.
⚠️ Be provocative with your communications. Bring a unique perspective that makes people think.
🏢 Do the work. Don’t just call yourself an expert—show up and demonstrate your authority.
🙅‍♂️ Be honest. Tell your client what they need to hear, even if they don’t want to hear it. They’ll thank you in the long run.

Interested in the Ikigai framework? Here’s a short article that expands on the concept: https://www.forbes.com/sites/chrismyers/2018/02/23/how-to-find-your-ikigai-and-transform-your-outlook-on-life-and-business/ 

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Dan sits down with Dave Zager, Deloitte’s Global Workday FSI leader, to talk about how he’s positioned his team as THE leader in the market.

Key takeaways:
🎯 Be relentlessly focussed on the market. Learn and relearn what the market needs. Don’t make assumptions.
👂 Marketing & Comms is a two-way street. Launching a piece of communications is only the beginning. Listen for feedback and iterate.
🏣 Create repeatable solutions based on your understanding of where company needs overlap.
⭐️ Create a north star to help you make decisions quickly. Stop waffling on low-impact choices.

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The Fide Podcast is for B2B marketers navigating the realities of enterprise go-to-market. Hosted by Fide Founder Daniel Beresh, the series explores the biggest challenges facing modern marketing teams, from AI and evolving ways of working to global complexity, internal silos and growing pressure to deliver measurable results.

Through conversations with experienced marketers and industry leaders, each episode uncovers practical strategies, fresh perspectives and proven approaches you can apply in your own role. Whether you're leading global campaigns, building alignment across teams or looking to sharpen your marketing impact, you'll leave every episode with ideas you can put into practice.