Scott shares the story of a bus advertising campaign he’s pitched more than twenty times — and yet, it still makes people emotional every single time. Not because of clever visuals or polished decks, but because it taps into something universal and human.

The idea proves a powerful point about storytelling: when a message is rooted in genuine emotion, it doesn’t wear out. No matter how many rooms it’s presented in, the response stays real. People don’t just understand it — they feel it.

This moment highlights what AI can’t replicate: emotional resonance. Data can optimise reach and format, but it can’t manufacture meaning. The bus ad reminds us that the most enduring ideas aren’t built for efficiency — they’re built for connection.