AUDACIOUS

Consultant Schaefer delivers a bold manifesto on why human audacity has the ultimate advantage over AI.

In an era in which people and companies are using artificial intelligence to flood the digital landscape with automated content, Schaefer argues that the true competitive advantage lies not in outsmarting AI, but in “out-humaning it.” His latest work is a rallying cry for marketers, entrepreneurs, and brand experts to embrace “audacity” as their greatest asset in an oversaturated market. Schaefer begins by asking “What does it take for your product to be discovered today?” His answer unfolds through an exploration of brands, agencies, and individuals who’ve defied convention and, according to the author, have turned marketing into an art form. The book features case studies from innovative advertising companies and brands such as Giant Spoon, the Taboo Group, e.l.f. Beauty and HBO, among others, and it showcases how fearless creativity—not algorithms—captures attention and builds lasting loyalty. Through a mix of case studies and strategic insights, the author explores how what he calls “audacious” marketing can capture consumer interest and keep it. The book notes three critical pillars of brand storytelling: the narrative, the platform, and the storyteller. Using real-world examples, Schaefer illustrates how to “disrupt stories” and “[twist] them into new spaces,” rather than relying on predictable, “safe” marketing. One of the book’s key concepts is “everyday awe,” which involves creating small but profound moments of wonder that can potentially turn passive customers into brand advocates. To that end, Schafer uses an intriguing strategy that effectively follows his book’s own advice: He includes QR codes that lead readers to videos and additional case studies, among other things, which turn reading the book into a more interactive journey. By the same token, the text also includes 19 bolded words that form a “magical phrase,” rewarding readers who engage with the game. In these ways, this playful guide delivers dozens of tips for eager market executives in offbeat ways.

An interactive marketing manual that effectively encourages new methods while demonstrating them.