Lab-Grown Marketing by Evidenza Mark Ritson on Marketing, B2B, and the Future of AI
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Sep 8, 2025 
Mark Ritson, a marketing professor and consultant, shares his sharp insights on brand strategy and marketing effectiveness. He explains the ridiculousness of trying to play tennis against Roger Federer, illustrating a broader point about competition. Ritson critiques the distinctions between B2B and B2C marketing and condemns the hype around NFTs and the metaverse. He argues that marketers don't need MBAs or fancy personas, focusing instead on the fundamentals of marketing. Ritson's candid humor makes this discussion both brutal and refreshingly honest.
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Drunken Cold Call Led To Partnership
- Mark called John drunk in a Melbourne hotel to pitch the Mini MBA and found John had already taken it.
- That serendipitous call later led to long-term collaboration and teaching exchanges.
Teaching AI In A Fast-Moving Field
- Mark taught the hosts' Mini MBA AI module, which became a popular and recurring collaboration.
- Recording AI classes early proved tricky as the field rapidly changed with new models.
Price Is A Pricing Process
- Treat pricing as a process: research value, pick the price, then frame and communicate it.
- Presenting price and anchoring often matters more than the sticker itself.