What is up everyone? This is Alex Lieberman, co-founder and CEO of Morning Brew, and welcome back to Founders

Journal, My Daily Audio Diary made public for the world, where every day I will give you the listener a backstage pass into

building Morning Brew to help you think better in order to build better.

And today we are talking about why every company in the world should be thinking about

building surprise and delight into their product for their customers. Let's hop into it.

So I'm going to do a little bit of combining of experiences over the last few days. I just in the

last hour or so finished an interview for my CMO series with Bill Macitus. Bill was just a marketing legend. He is the former

CMO of Slack of Zen Desk of Salesforce and you know we talked about a ton of things and by the way the thing that I was most

impressed with him about that I would just say I generally find really impressive in any professional

is his ability to move back and forth between left

brain and right brain. One sentence he was talking about multi-touch

attribution and marketing and the other sentence he was talking about

building brand and visual identity.

And I think in general, not just for marketers and CMOs, being able to move between both sides of the brain in such a frictionless way

is really hard to do and he does it impeccably well.

But anyway, in the conversation, one thing that stuck out to me was he constantly talked about how there is opportunity in B2B marketing

because B2B marketing tends to be sterile it tends to not put the user or the

customer first and he was saying how there is a need more than ever

for companies to think more about the user

and playing to what human beings want

and what they need when we design products

and thinking about ways that we surprise and delight them.

...