Lab-Grown Marketing by Evidenza

Most ads aren’t ignored because they’re bad. They’re ignored because they assume attention that doesn’t exist.The real problem isn’t a “worst-case scenario” — it’s the default one.In this episode, Jon and Peter break down why modern advertising must be designed for half a second, sound off, mid-scroll. They unpack the picture superiority effect, why visuals are processed up to 20x faster than text, and why branding is mandatory while messaging is optional — no matter how smart your copy sounds in a deck.From Renaissance garb to Geico geckos, the guys explore why distinctive visual assets outperform clever words, why most marketers massively underinvest in imagery, and how AI-generated visuals are already beating human-made ads on clicks and purchase intent. If your ads only work when people pay attention, they’re not really working.

AI slop? Not so fast. This week on Lab Grown Marketing, Jon and Peter make the case that AI isn’t cheapening marketing — it’s upgrading it. From voice-first workflows to a sudden boom in “storytelling” jobs, the guys explore why the real productivity unlock of AI isn’t faster typing… it’s better thinking, spoken out loud.They kick things off From the Feed with a surprising Wall Street Journal signal: job postings for storytellers are exploding. Why now? Because when content becomes infinite, narrative coherence becomes scarce — and valuable.In Million Dollar Data, Jon shares fresh synthetic research showing just how bad most companies are at telling a clear story (spoiler: only 6% think they do it well), and why committees, fear, and diluted positioning keep killing narrative power.Finally, in the Synthetic Salon, a very-not-Morgan-Housel guest drops a simple but dangerous idea: the best story wins. In a world where products are copyable and content is free, storytelling isn’t fluff — it’s the moat.If you’re still typing your way through the AI revolution… this episode might convince you to start talking instead.

Marketers love data. More dashboards. More cuts. More “just one more slide.” But what if more data doesn’t make you smarter — it just makes you slower?This week on Lab Grown Marketing, Jon and Peter go deep on the signal-to-noise ratio and the uncomfortable truth hiding inside modern marketing teams: sometimes the thing you’re asking for is the thing delaying your best decision.They kick things off From the Feed with a tweet that hits a little too close to home — why adding more information can actually make automated systems (and humans) worse at choosing. Then in Million Dollar Data, they reveal results from a synthetic survey of 1,000 global CMOs… and yes, the numbers will surprise you. Most leaders swear more data helps them make better decisions — but the same people admit something else that completely flips the story.If you’ve ever felt “data-driven” right up until you were data-driven off a cliff… press play.02:18 — From the Feed: more data = slower decisions4:12 — Million Dollar Data: 1,000 CMO survey results (the paradox)9:58 — Marketing Mental Models: The horse racing study

Everyone loves the idea that the best product wins. It’s clean, comforting, and almost always wrong. This week on Lab Grown Marketing, Peter and Jon take on the product delusion — the belief that product superiority alone guarantees success.In From the Feed, the guys use a timely media moment to revisit an old debate: why better products so often lose to better distribution. It’s a familiar pattern, and one that keeps repeating itself across entertainment, tech, and now AI.Then, in Million Dollar Data, Jon shares new synthetic research exploring where the product delusion actually lives inside modern organizations — and who’s finally starting to let it go. The results might surprise you, or they might confirm everything marketing has been quietly complaining about for years.Finally, in Synthetic Salon, Peter and Jon sit down with a very on-brand guest to talk defaults, familiarity, and why being easy to choose beats being objectively better. In a world where products are increasingly copyable, the real advantage shows up somewhere else entirely.Product matters first. Everything else matters most.02:40 — From the Feed: Netflix, HBO, and the Myth of Product Superiority23:42 — Million Dollar Data: Who Still Believes the Product Delusion?31:05 — Synthetic Salon: Defaults, AI, and Why Distribution Always Wins

Marketers keep talking about brand building — meanwhile, half of today’s brands are quietly dying. Jon and Peter are here to stop the funeral.This week on Lab Grown Marketing, the guys break down how to avoid brand death in the synthetic era — why it happens, what causes it, and what the top 1% are doing differently.We open with Move 37, where Jon shares the story of how AI beat the world champion of Alpha Go and explains the shift from making “one ad” to making “infinite ads.” Peter argues the old model wasn’t just slow — it was creativity-blocking. Yes, there are framework jokes.In From the Feed, Jon and Peter dissect the internet’s latest identity crisis: brands acting like people, people acting like brands, and why the line keeps getting blurrier.Then, in Million Dollar Data, Jon shares new findings showing that most “breakthrough” assets aren’t novel — they’re consistent. Peter walks through why repetition remains the most underrated growth lever in the synthetic century.We wrap with this week’s Synthetic Salon, where the guys tackle the real question: How do you keep a brand alive when everything is changing? The rules are simple, the execution isn’t — but the payoff is massive.Four segments. One mission. No brand funerals.3:30 - Move 378:26 - From the Feed18:13 - Million Dollar Data30:55 - Synthetic Salon

This week, Jon and Peter resurrect one of marketing’s most misunderstood — and most financially powerful — ideas: the 60/40 rule. If half of B2B marketers still claim brand “isn’t a priority”… well, the guys have thoughts.First up in From the Feed, they break down the newest Marketing Week report, where human respondents (adorable!) reveal why they still don’t believe brand delivers ROI. Then Jon and Peter unpack why ROI might be the worst way to measure anything — especially brand — and why B2B’s obsession with short-termism is slowly starving growth.Next, they revisit Les Binet & Peter Field’s 20+ years of econometric evidence, tracing how the 60/40 rule actually works — and why marketers keep misinterpreting it.Finally, in the Synthetic Salon, they welcome the Pocket Professor to explore how AI is shifting the balance between demand creation and demand capture — and why brand becomes more important, not less, in the synthetic century.Timestamps:01:11 — From the Feed: Why marketers still think brand doesn’t drive ROI09:54 — Marketing Mental Models: The truth behind the 60/40 rule22:57 — Million Dollar Data: Binet & Field, econometrics, and the Aston Martin effect29:37 — Synthetic Salon: How AI changes demand creation vs. demand capture Feat. Pocket Professor

What if everything marketers believe about precision is, well… probably wrong?In this ep, Jon and Peter crack open the illusion of certainty that defines modern marketing — and expose why “the right person, the right message, the right time” might be the industry’s biggest fantasy. From LLMs to audience targeting, they’re breaking down how marketing magic is more about managing uncertainty than mastering control.First up in From the Feed, the guys explain why it’s time to give LLMs a break. After all, they can’t be right about everything — so why are people riding so hard on a probability machine’s accuracy?Then, Jon and Peter survey synthetic marketers to see if they think probabilistically or deterministically. Do most marketers really think success is as simple as finding the right person, with the right message, at the right time? Yes. Errr — probably.Finally, in Mental Model and Synthetic Salon, the conversation takes a quantum leap as the guys channel Niels Bohr to explain why probabilistic thinking isn’t just for physicists — it’s the future of marketing. They explain why chasing perfect targeting and timing narrows your reach, and how embracing uncertainty can open the door to true scale.01:40 - From the Feed05:44 - Million Dollar Data23:42 - The Synthetic Salon Feat. Niels Bohr

How can you add a little more movie magic to your marketing mojo? Jon and Peter dive into the theory of blockbuster marketing and explain why movie marketers either go big – or risk getting buried.  First up, they break down how Warner Bros. just beat Disney at its own game, raking in $1.3 billion to Mickey’s measly $1.2 billion. How can the blockbuster strategy work for a variety of industries? And why, oh why, are movies stuck in an endless cycle of prequels upon sequels upon threequels (*cough* Marvel, we’re looking at you *cough*)? The guys discuss the state of the movie attention economy and break down why familiarity, distinctiveness, and total merchandising are the three key components to winning big at the box office.And later, they turn to the synthetic data to expose how marketers really bet their budgets — does playing it safe with a bunch of small bets really pay off? Or does a little a less job security and a lot more risk reap more reward? 03:30 From the Feed – WB Beats Disney at the Box Office07:39 Synthetic Salon – Anita Elberse Fan Breaks Down Blockbuster Strategy15:51 Mental Model – From Movie Studio Marketing to B2B and B2C29:42 Million Dollar Data – Are Marketers Afraid to Bet Big?

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.

What do Weight Watchers, Tropicana, ABRDN, Jaguar, and HBO all have in common?You guessed it — terrible rebrands. In this ep, Jon and Peter are putting risky marketing moves under the microscope to ask the question — just how much risk is too much?First, they’re diving into the feed and covering some of marketing’s biggest acts of brandilism. Why are so many brands turning into blands? And are there better ways for marketing to take the risk out of risky business (like, oh, say… rebranding)?  Step away from the computer and drop the rebranding stick immediately because Peter and Jon are explaining why category optionality is a far superior solution, keeping a diverse customer base is king, and how AI can be a clutch component to making your customer research completely risk-free.Plus, how do CFOs and CMOs really feel about risk management? Peter and Jon unpack the data to get to the juicy center of your CFO's cold, steely heart before heading into the Synthetic Salon to chat with Rory Sutherland and Nassim Taleb about the perception and safety of brand in decision-making. 01:17 From the Feed – The Risk of a Rebrand09:33 Million Dollar Data – How Marketers and CFOs Think About Risk16:02 Mental Model – Why Marketing and AI Derisk Business26:38 Synthetic Salon – Sori Rutherland