On May 12, the Marketing Accountability Standards Board launched the inaugural MASB Breakfast Club in New York City at the offices of the Association of National Advertisers, the event host. The new series of morning gatherings are designed to unpack the latest research, issues, and challenges facing marketers. This session featured David Reich presenting, “Overcoming marketing challenges with creativity, data-driven decision-making, and agility!”
“We had probably the most unique speaker and thought leader you’ll ever see,” said MASB Membership Director Lee Hornick, the event organizer. “As I was looking for guests, I came across David Reich, who carries the title ‘Chief Magic Officer’ at IBM. Now the theme for this meeting was ‘Is creativity in marketing being lost to AI?’ I wasn’t looking for magic, but that’s exactly what he brought. You see, he is a real life magician and stage hypnotist!
“David has developed something he calls The Tactical Communication Method, which he freely shares with organizations such as ours, large and small companies, startups, sales teams and leadership and executive training/coaching. With his creativity and the mindset of a magician combined with business and technology – he is also an AI expert – he delivered eye-opening insights about how the human condition intersecting with technology and AI can be used not to stifle or offload creativity, but to actually augment it to create 1+1 = 3, a result greater than the sum of the parts. It also didn’t hurt that he performed a few mind-blowing demonstrations using these very same principles that we as marketers and advertisers can use as well.”
Takeaways from the Chief Magic Officer
- AI is not creative – it *can* be, though. Rather than use what AI produces, use it as fertilizer to come up with unique ideas, messaging and low cost test beds for YOUR novel ideas.
- Always be Authentic, Candid and Vulnerable. That is how you build rapport with your ICP. Use AI and make what it produces your own.
- AI will not “replace you.” What will replace you is people who know how to effectively use AI. Be one of those people!
- All decisions are based on emotion. You may use deduction and logic, but that just confirms or causes you to question your gut. You have to inspire, and not just talk about “the thing.”
- Inspire wonder. A word I use often in performance is “Imagine.” This puts people in a position to already have whatever it is you need them to have or buy, and see what their life would be like if… Imagine how much you will be able to do when you have… You want to lead rather than feed.
- You can’t convince anyone of anything. They have to convince themselves. Lead them, guide their thoughts and let them do the convincing for you – because you can’t!
To contact David Reich, email info@davidreich.com.
The next MASB Breakfast Club will be hosted by the Marketing + Media Alliance and is happening July 28 in New York City. Program TBA. Request your invitation from events@themasb.org.