Show Notes:

• Opening & New Year's Resolution (0:00)
  • Guy's resolution to be more socially proactive with friends
  • Choosing achievable resolutions over typical ones
• Main Topic: The B2B Marketing Mistake (1:36)
  • Why focusing solely on product differentiation falls short
  • The reality of product similarity across competitors
  • Examples of AI companies (ChatGPT, Sora, Google's Vo2)
• The Solution: Prioritizing Audience Connection (5:05)
  • Moving beyond product features
  • Using emotion as your "trump card"
  • The importance of entertainment and relatability
• Case Studies & Examples (6:37)
  • Australian Lamb's "Generation Gap" viral campaign
  • Note-taking apps comparison (Fathom, Otter)
  • Apple's approach to emotional marketing

Key Quotes:

• "Your trump card is not your product, your trump card is emotion."
• "Your customers, your prospects don't care about your product."
• "When they go to buy, because all products are the same, they're going to pick by who they have an emotional connection with."