Is there a formula for creativity? Should you be A/B testing your way to brilliance? Or should you… just trust your gut?

In this episode, Guy Bauer, founder and creative director of Umault, takes us on a winding (and delightfully unfiltered) journey through the unpredictable world of creativity. From Reddit deep-dives on The Godfather to JFK conspiracy theories to rejected scripts that went viral, Guy makes the case that in B2B marketing—and all creative work, really—your instincts are smarter than you think.

Whether you're a CMO, a VP of Brand, a fellow agency dweller, or yes, even a cobbler, this one's for you.

🎯 Why following the "rules" can kill your best ideas

🎬 What Mario Puzo can teach us about creative confidence

🧠 Why your gut might be the most underrated framework in marketing

Listen in and rediscover the weird magic of trusting yourself (or at least your agency's gut).