This chapter is an excerpt from our interview with Will Hall at the 2018 VOICE Summit - the largest gathering of the conversational technology world. Will is one of the many folks we interviewed, people who are thriving at the front edge of brand, UX, research and design. Will is the Chief Creative Officer at the RAIN Agency. In this excerpt, he lays out how brands need to evolve and work in smart, new ways to own their brand voice so they move beyond recommendation and into anticipation. This is just a taste, so make sure you grab the full episode and subscribe so you never miss a single Machine Yearning.