The value of 'valuable friction' in comms

It was a wild week in artificial intelligence. Joe and Robert break down a surprising stumble from OpenAI and the aggressive counter-moves coming from Anthropic. The hosts unpack what these developments signal for the broader AI landscape and why the growing concentration of power among a small number of platforms should concern marketers and creators alike. If a handful of companies ultimately control how AI works and how it distributes information, that likely tells us exactly where marketing is headed as well.

Along the way, Joe and Robert offer a few friendly suggestions to Sam Altman on how he might rethink his public communication strategy during moments of controversy and rapid change.

Next, the show shifts to a supposed social media "problem" involving the CEO of McDonald's on Instagram. Except… it wasn't really a problem at all. Joe and Robert argue the episode was actually a major brand win. The bigger lesson? Companies should stop hiding their quirky, weird, and interesting employees. Celebrating authentic personalities inside organizations may be one of the most underused marketing advantages available today.

The conversation then moves into the exploding trend of 90-second serialized dramas dominating short-form video platforms. What started as a niche format is quickly becoming a global phenomenon, reshaping storytelling and opening the door to entirely new forms of brand entertainment.

Winners and Losers

Joe highlights the creative marketing moves coming from Staples and why the brand may be onto something smart in a crowded retail environment. Robert, meanwhile, calls out what he believes was a strategic misstep from global advertising giant WPP.

Rants and Raves

Joe raves about a growing opportunity inspired by a recent article in The Wall Street Journal on the rise of subscription mail products and why creators should pay close attention to physical experiences in a digital world.

And in a rare twist, Robert offers praise for the research and insights coming from Gartner… something listeners may not have expected.

As always, Joe and Robert break down what it all means for marketers trying to build sustainable media brands in a world increasingly shaped by platforms, AI, and shifting audience behavior.

Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.

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Get all the show notes: https://www.thisoldmarketing.com/

Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/.

Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork