IN CLEAR FOCUS: Brand strategist John Elbing of Standpoint explains why people don't care about your story, they care about how you fit into theirs. John introduces his "Storybuilding" methodology, a canvas-based approach that helps companies find their foundational story before crafting marketing messages. He breaks down the three stages of encountering a brand—Recognition, Perception, and Projection—and shares how to use AI as a sparring partner to achieve authentic customer-centricity.

IN CLEAR FOCUS: In our first episode of 2026, B2B marketer Devin Bramhall discusses why traditional content playbooks are failing. The former CEO of Animalz, Devin argues for a "human-centered" reset, moving away from keyword-stuffing and toward community-driven growth. Sharing insights from her new book, "B2B Content Marketing Strategy," Devin details how to align message, messenger, and channel. Learn how to develop living profiles and "CEO-proof" your strategy to earn executive buy-in.

IN CLEAR FOCUS: Guest Robyn Jackson Malone, CEO of RJ Communications, joins us to discuss the increasingly important role of trust in health communications. Robyn argues that brands have a responsibility to fill the widening information gap authentically. She critiques "window dressing" diversity efforts, advocates for genuine equity, and highlights the critical role of patient advocacy. We also discuss the "You Don't Know Jack About MS" initiative and Pfizer's "I Can Do Both" campaign.