Be honest. When was the last time a piece of marketing actually stopped you in your tracks? If you can't remember, that's exactly the problem Mark Schaefer tackles in Audacious, and it's exactly why we picked it for our June Book Club. In this episode, we dig into why playing it safe is the riskiest move a brand can make, how the flood of AI-generated content is making "fine" completely forgettable, and what it really takes to create marketing people talk about. We share the ideas that hit home for us, the parts that made us squirm a little, and how we're thinking about being bolder with our own brand right here in Southern Illinois. Whether you're a business owner, a marketer, or just someone who loves a good book with big ideas, this conversation will challenge you to stop blending in. Grab a copy, hit play, and read along with us. https://www.myfsb.com/about-us/isnt-that-rich-podcast/index.html