Think First, Prompt Second 🤖 VP of Brand Shawn Perritt @Acquia | Ep. 365

Do This, NOT That: Marketing Tips with Jay Schwedelson

GURU Media Hub

How To, Marketing, Education, Entrepreneurship, Business

4.9 • 1K Ratings

🗓️ 27 June 2025

⏱️ 18 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

You know those people who refuse to let B2B get boring? That’s Jay Schwedelson sitting down with Shawn Perritt, who’s out to prove that “business to boring” is a mindset—one that needs to go. From why your brand budget shouldn’t be an afterthought, to how AI can actually make things less creative if you’re not careful, this one’s full of real talk for anyone tired of beige B2B. You’ll walk away rethinking brand, attribution, and why your best creative ideas probably don’t come from staring at Zoom.

Follow Shawn on LinkedIn for more B2B brand inspiration and original thinking.

Shawn is VP, Brand Strategy and Creative at Acquia.

Best Moments:

(02:31) The human brain literally ignores the average—emotion is what gets remembered.

(04:12) Creativity needs a workout plan, just like the gym; go get different experiences to spark ideas.

(05:47) Think first, prompt second—don’t let AI shortcut the work your brain should do.

(07:15) The risk of AI is turning brand into a “high-def sea of sameness” that costs more to stand out from.

(09:01) The brands that win will build a strong “human stack” first, then power it with AI.

(11:47) Most companies miss the mark by only investing in the 5% of buyers ready to buy right now—what about the other 95%?

(14:45) If you want real brand awareness, get “revenue in the room” with events and human connection.

Partner with Jay: https://www.jayschwedelson.com/contact

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Pre-order Jay Schwedelson's new book, Stupider People Have Done It (out June 9, 2026).

All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206

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Subscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletter

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Connect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/

Check out Jay's YouTube channel: https://www.youtube.com/@schwedelson

Check out Jay's Instagram: https://www.instagram.com/jayschwedelson/

Ask Jay anything: https://www.jayschwedelson.com/ask

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Transcript

Click on a timestamp to play from that location

0:00.0	What up? Welcome to Do This Not That, the podcast for marketers. I'm Jay Schweltlson. Let's dig into some tips and some randomness.
0:11.6	We are back for Do This, Not That podcast presented by Marigold, and I have a super smart dude talking about a topic today.
0:18.8	We have not really talked about. So who's here?
0:26.1	We got Sean Parrott. Now, Sean is the global vice president of brand strategy at Acquia.
0:32.3	And Acquia is a beast. They got over a thousand employees over there. They are running this digital experience platform and all this other stuff that allows companies to create and manage their
0:37.2	websites and content
0:38.8	and digital experiences.
0:39.8	It's awesome.
0:40.8	But Sean's super cool because he lives in the B2B world and yet he loves talking about
0:46.8	creative and he loves talking about human connection and he loves talking about brand, which
0:51.6	is why I'm excited to have him here because a lot of times in B2B,
0:54.9	everyone thinks it's business to boring
0:56.8	and it doesn't have to be that way.
0:58.3	And Sean's gonna help us to expose it all.
1:00.7	So Sean, welcome to the podcast.
1:03.9	Yeah, thanks for having me.
1:05.6	Awesome.
1:06.7	So all right, before we get into
1:08.9	why B2B is not boring and why it's all about brand and all that stuff,
1:13.9	what is your deal?
1:14.9	I read you won like 18 different worldwide marketing awards.
1:18.3	You've done all this cool stuff.
	...

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