For our 100th episode, host Guy Bauer shares the real secret behind Umault’s best work - a lesson sparked by a surprising message from Ann Handley.

Instead of starting with strategy or “what works,” great B2B creative begins with three things: joy, experimentation, and fearless truth-telling. In this episode, Guy breaks down why most brands get this backwards, how honesty creates connection, and why taking creative risks pays off more than playing it safe.

If you’re tired of corporate white noise and want your ideas to actually stand out, this one’s for you.