Is persuasion becoming a lost art?
About the episode
We’re communicating more than ever, and AI has made producing polished language almost effortless. So why does it feel harder than ever to actually move people? Kelly Urban, CMO at Maui Jim and formerly VP of Global Media Relations, Influencer Marketing, and Social Media at GoPro, joins Rachel Truair to explore what’s actually changed in how we communicate, and why confidence, not polish, might be the real foundation of persuasion. Kelly makes the case for going to AI last instead of first, explains why trust is harder to earn than attention even though attention gets all the anxiety, and names the one piece of leadership advice she’d erase completely. The question underneath it all: if AI can write almost anything, what’s the one thing only you can say with heart?
“ If you can find that magic spot of being very personally connected to your team, you will be able to lead in a way that others can't. ”
CMO at Maui Jim
“ I think the inflection point is are you going to AI first or are you going to AI last? ”
CMO at Maui Jim
“ Attention can be captured very quickly, but it can go away so fast. ”
CMO at Maui Jim
From the conversation
- Why getting distribution used to be the hard part, and getting attention is now
- Whether steadiness or reinvention actually builds a stronger brand
- Going to AI first vs. going to AI last, and why it might decide whether you keep the ability to think for yourself
- What most leadership advice gets wrong about staying professionally distant from your team
- Which is harder to earn right now, trust or attention, and why that’s the wrong question to answer too quickly
About the guest
Kelly Urban is the CMO at Maui Jim. Before that, she spent nearly eleven years leading global media relations, influencer marketing, and social media at GoPro.
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