In this episode we interview Eric Hultgren, Director of Brand Strategy at Advance Local and lifelong storyteller. Eric shares his concept of weaponized curiosity—a mindset that transforms ordinary observations into powerful stories, sharper marketing, and deeper human connections.

What you'll learn in this episode:

• What “weaponized curiosity” really means—and how to use it to see wonder where others see routine.
• How to replace cynicism with play and childlike exploration in your work.
• Why the best insights come from listening like an anthropologist—on Reddit, in malls, or at conferences.
• How to use AI as a creative partner, not a crutch, to sharpen your ideas.
• Why honest feedback is the most loving gift for creative growth.
• How to build a “truth circle” of peers who tell you when your ideas aren’t ready yet.
• The difference between extra work and the work—why practice and curiosity are inseparable.

Text us what you think about this episode!