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The Human Stack: Why AI Can't Replace Imagination in B2B Brand Building | Shawn Perritt S6:E14
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Welcome to the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and SaaS growth.
Today, we're cutting through the noise on brand trust in the AI era and getting straight to why human creativity is more critical than ever. I'm joined by Shawn Perritt, the VP of Brand Strategy and Creative at Acquia, to break it down.
With over 20 years of experience building brands for giants like Microsoft, IBM, and Coca-Cola, Shawn brings a no-nonsense philosophy he calls the "human stack." He argues that as AI makes everything look the same, the real differentiator for B2B brands is the ability to turn raw imagination into tangible impact.
Shawn warns against the trap of "high-def sameness" and the brand trust erosion that comes from using AI as a simple cost-cutting tool. Instead, he advocates a "think first, prompt second" approach, where AI becomes a force multiplier for human curiosity and original thinking, not a replacement for it.
We get into the two types of companies emerging in the AI era, the 95% problem in brand marketing, the real power of unmeasurable human connection, and Shawn's take on how original thinkers will secure the last unfair advantage.
Here are the core areas we discuss in today's episode:
1. The AI Double-Edged Sword: Brand Trust on the Line
2. Two Types of Companies: Cost-Cutter vs. Force Multiplier
3. The Human Stack: Think First, Prompt Second
4. The 95% Problem: What's Memorable Isn't Always Measurable
5. The Last Unfair Advantage: The Original Thinker
Final Thoughts:
Shawn Perritt's human stack philosophy provides a straightforward, no-fluff counter to the hype and fear around AI. He makes it clear: technology is a tool, not a substitute for human imagination.
The future of brand building won't be won by the most complex algorithms, but by the most curious and creative minds.
By adopting a "think first, prompt second" approach, B2B brands can cut through the noise and build real connections. As AI advances, the companies that invest in their human stack, the curious, the creative, the original thinkers are the ones that will not only survive but dominate.
The most disruptive thing a B2B brand can do right now is simple: be unapologetically human.
Learn more at www.forceandfrictionpodcast.com
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