You know those people who refuse to let B2B get boring? That’s Jay Schwedelson sitting down with Shawn Perritt, who’s out to prove that “business to boring” is a mindset—one that needs to go. From why your brand budget shouldn’t be an afterthought, to how AI can actually make things less creative if you’re not careful, this one’s full of real talk for anyone tired of beige B2B. You’ll walk away rethinking brand, attribution, and why your best creative ideas probably don’t come from staring at Zoom.

Follow Shawn on LinkedIn for more B2B brand inspiration and original thinking.

Shawn is VP, Brand Strategy and Creative at Acquia.

Best Moments:

(02:31) The human brain literally ignores the average—emotion is what gets remembered.

(04:12) Creativity needs a workout plan, just like the gym; go get different experiences to spark ideas.

(05:47) Think first, prompt second—don’t let AI shortcut the work your brain should do.

(07:15) The risk of AI is turning brand into a “high-def sea of sameness” that costs more to stand out from.

(09:01) The brands that win will build a strong “human stack” first, then power it with AI.

(11:47) Most companies miss the mark by only investing in the 5% of buyers ready to buy right now—what about the other 95%?

(14:45) If you want real brand awareness, get “revenue in the room” with events and human connection.

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