Adam Morgan is a seasoned marketing executive and creative leader with over 30 years of experience in branding and advertising, currently serving as the VP of Brand at Twilio. A passionate advocate for the intersection of neuroscience and creativity, he is the author of Sorry Spock, Emotions Drive Business, a book that provides a scientific framework for why emotional storytelling is essential for B2B success. Throughout his career, which includes a decade-long tenure at Adobe, Adam has focused on helping technical organizations move past "boring" marketing to build meaningful, human-centric connections with their audiences. He is a frequent speaker and thought leader on the future of brand architecture and the role of human vision in an AI-driven world.
📱 Apple Podcasts | 🎧 Spotify | 🔗 iHeart
Logic is the Lock, Emotion is the Key
The Battle Against "The Fluff"
Adam describes a recurring challenge in his 30-year career: whenever the economy gets tough or pressure mounts, leaders often want to cut "creative" branding. They view storytelling and emotional marketing as "fluff" and want to pivot to "serious" business—which usually means listing product features in a dry, analytical way.
Proving Creativity with Hard Science
To counter the idea that branding is just "silly work," Adam spent seven years interviewing neuroscientists and studying behavioral science. He wanted to speak the language of analytical stakeholders (like CFOs) to prove that:
Emotion is Logical: The brain is wired to prioritize emotional experiences.
De-risking the Brand: Relying only on logic is actually a risky business move because logic alone isn't "sticky"—it doesn't stay with the customer.
The Bottom Line: Creativity isn't just for fun; it directly impacts financial success.
Cutting Through the AI Noise
The speakers touch on the current state of marketing, where everyone is bombarded by "pseudo-personalized" messages and AI-generated spam. Alex notes that as it becomes cheaper and easier to automate demand generation (like cold emails and LinkedIn ads), these tactics are losing their effectiveness.
The big takeaway: As the world becomes flooded with AI-scale content, the "lever" is pulling back toward Brand. Success in the future won't come from who can send the most messages, but from who can build a genuine, emotional connection that makes a brand stand out in a sea of automation.
It was very, very clear that if you're just going with facts and logic, you are missing a huge part of the opportunity for business.
Why Robots Can’t Build Brands: The Return of the Human Touch
The "AI Leveling" Effect
Adam explains that for the last five years, data and "leads" were king. However, because AI can now help anyone create personalized ads and content instantly, the playing field has been leveled. When everyone can be "awesome" at technical marketing, those ads start to lose their power.
Why "Brand" is the New Secret Weapon
As AI tools (like ChatGPT) become the "homepage" where people start their research, Adam argues that Brand Awareness is more important than ever.
The Goal: You want customers to ask an AI for your specific company by name, rather than just asking for a general service.
The Trust Factor: People need to believe in, trust, and want your brand before they even start their search.
The Human Element: AI is great at execution, but it lacks "taste" and "vision." Humans are still the ones who create the emotional stories that make people feel connected to a company.
Lessons from Twilio: The "Builder" Identity
Adam shares how he manages the brand at Twilio. For them, branding isn't just about a logo or a catchy slogan; it’s about a core identity.
The Common Thread: Twilio recently united all its different services under one North Star: The Builder.
The Emotional Hook: Whether you are a CEO or a software developer, Twilio wants you to feel like a "doer" who is making a dent in the world.
Consistency is Key: Every font choice, color, and blog post is designed to reinforce that feeling of being part of a community of builders.
Your best bet and least amount of risk is to go with an emotional experience as a brand, because that’s where you’re going to be sticky.
The Mindset of a Maker: Why Everyone is a "Builder"
From "Brand Chaos" to One Voice
Adam explains that Twilio had acquired many different companies, creating a "brand chaos" of 30 different sub-brands. To fix this, they needed one "on-ramp"—a single story that united every product they sell. That story became: "Be a Builder."
The "Builder" is a Mindset, Not a Job Title
Alex asks a tough question: How do you sell the idea of being a "builder" to a CFO or a CEO who doesn't actually build the software? Adam’s answer is all about a mindset shift:
For the CEO: You aren’t just running a company; you are building a legacy and a future.
For the Manager: You are building better experiences for your customers.
For the Developer: You are building the actual code.
Adam shares a story about visiting the famous Hearst Castle. Even though William Randolph Hearst was a massive media tycoon, he referred to himself simply as a "builder." This proved that the term works for the highest levels of leadership just as well as it works for the people on the front lines.
Fighting AI Fear with Hope
In a world where people are afraid AI will take their jobs, the "Builder" message is a call to action. Instead of being a victim of technology, Adam encourages people to use these tools to decide what the future looks like. It’s a visionary, hopeful message: Don’t just watch the world change—be the one who builds the change.
Making it Easy for Everyone
Alex notes that companies like Relayto help people become "storytellers" even if they don't have a creative background. By using smart tools, anyone can take the scientific principles of good communication—like the ones in Adam’s book—and put them into practice without needing to be a neuroscience expert.
AI is doing all the executional part of it. But to create that story and taste, that’s where you need a visionary presence.
The End of the "Snorefest": Why B2B Doesn't Have to Be Boring
The Myth of the "Logical" Developer
Adam debunks a common misconception in the tech world: the idea that developers and engineers only care about facts and data.
The Reality: Every human has the same brain. Whether you're a stay-at-home parent or a senior software engineer, your decisions are driven by emotion.
The Trap: Many B2B leaders act "boring" because they think it makes them look "legit" or professional. Adam calls these companies "snorefesters."
Leaning into "Geek Culture"
To stop being boring, Twilio doesn't try to hire mainstream movie stars or tennis pros. Instead, they look at what their specific audience actually loves.
The Strategy: They embrace "Geek Culture"—puzzles, science fiction, Dungeons & Dragons, and board games.
The Result: By aligning with the actual hobbies and passions of developers, the brand sends a message: "We get you. If we were at a party, we’d be hanging out together." This creates a sense of belonging that a list of technical specs never could.
B2B Brands Doing it Right
Alex points out that companies like Salesforce have successfully used "cute" and emotional branding (like their woodland creature mascots) to create long-lasting loyalty. Adam also highlights ServiceNow as a leader in this space.
The "Family Reunion" Approach: Instead of stiff corporate user conferences, top brands are creating events that feel like family reunions—places where customers feel safe, connected, and part of something bigger than just a software contract.
Don't Outspend—Out-Connect
In B2B, you’ll likely never have the marketing budget of a massive consumer giant like Coca-Cola or Nike. Adam’s advice is to stop playing the "loudest voice wins" game. Success comes from bold moments and deep community connection rather than generic, expensive advertising.
Having more brand presence—for them to believe in you and trust you and actually guide their [AI] agent to choose you before all of that happens—is so critical.
From Quick Sparks to Deep Dives: Mastering the Brain’s Two Speeds
Experiences Are More Than Events
Alex asks how "digital experiences" can feel fresh in a world of boring websites. Adam explains that a great experience doesn't require a physical booth or a high-production movie. It can be a simple, introspective video or an interactive web page that makes the viewer feel something—like wonder, intrigue, or inspiration. ### 2. The Science of "Fast vs. Slow" Thinking Adam uses neuroscience to solve a major marketing problem: When do you use emotion, and when do you use facts? He references Daniel Kahneman’s work on the brain's two systems:
System 1 (The Fast System): This is emotional and intuitive. It kicks in instantly. This is your "survival" brain.
System 2 (The Slow System): This is logical and analytical. It takes more energy to use and comes second.
The "Hierarchy of Messaging"
Adam shares a strategy for balancing these two systems. He suggests mapping your content to how the brain works:
The Emotional Hook (Fast): Your social media ads and your website homepage should be high-emotion. Their job is to grab the "Fast System" and make a great first impression.
The Logical Depth (Slow): Once you have their attention and trust, you can transition to the "Slow System." This is where the white papers, technical documentation, and deep data live.
Avoiding the "Wall of Text"
Alex points out that even motivated customers can’t cope with a "wall of text." Adam’s solution is to stop viewing marketing as an "either/or" choice between fluff and facts. Instead, use a pyramid approach: start with a fast, emotional spark to get them in the door, then provide the detailed, information-dense resources once they are ready to sit down and think deeply.
Stop worrying about the future and all the problems. You’re the builder who’s going to change it. It’s the builders of this world that are going to decide what the future is.
The Architect of the Future: Why AI Can’t Replace Your Brand’s Vision
The "Front Door to the Back Door" Strategy
Adam explains that balancing emotion and logic isn't a guessing game—it’s a map. He argues that the amount of "feeling" you put into your marketing should depend on where the customer is in their journey:
The Front Door (Top of Funnel): Your homepage and ads should be highly emotional and "fast." This is the first impression that grabs the brain's attention.
The Back Door (Bottom of Funnel): As the customer goes deeper into product specs and documentation, the "Fast System" hands off to the "Slow System." Here, the content should be logical, factual, and direct.
The Result: By agreeing on this "hierarchy of messaging," marketing teams can stop arguing about "fluff vs. facts" and start focusing on where each belongs.
Don’t Be Marginalized: You Are the Architect
With AI now able to simplify headlines and automate emails, Alex asks how brand leaders can stay relevant. Adam’s advice is clear: Become the architect, not the bricklayer.
AI is an Executor: It can replicate a message a thousand times, but it cannot create "taste," "nuance," or a "vision."
Human Inputs: The most valuable part of marketing now is the "upfront"—deciding what your brand stands for and what the core story is. AI will follow your lead, but you have to provide the soul.
Fighting for Creativity in a Skeptical C-Suite
The speakers acknowledge a grim reality: many CEOs and CFOs might see AI as an excuse to fire creative teams and rely solely on "the machine." Adam suggests that to save the brand, marketers must treat their leadership as an "audience of one."
Use Data to Defend Emotion: Use studies and neuroscience to prove that creativity creates a "moat" around the company that drives more profit.
The Competitor Strategy: If your competitor decides to fire their brand team and let AI do everything, they will likely create a "hellhole" of generic content. That is your biggest opportunity to stand out by being more human, more bold, and more visionary.
I don’t believe that technical audiences have different brains. All humans have the same brain and we’re all going to react the same way.
Winning Hearts and Minds: How to Sell "Emotion" to the Skeptics
Speak the Language of Your Leader
Every executive has a different "trigger" for buy-in. To get them on your side, Adam suggests identifying what they value most:
The Visionary: Focus on the customer’s identity. If you show a founder that their customers think of themselves as "builders," the founder’s ego and passion for the product will naturally align with the brand.
The Money Skeptic: Use the "Scientific Method." Run a cheap social media test comparing a purely logical ad against an emotional one. When the emotional ad gets more clicks and engagement, the data speaks for itself.
The Power of the Manifesto
Sometimes, the best way to win a boardroom isn't with a 50-slide deck—it's with a story. Adam shares that to get the board of directors at Twilio on board, he simply read them a manifesto.
The "Aha" Moment: A well-written story that combines facts with deep human purpose can make leaders instantly "get it" without spending a dime on production.
The "Tear" Test: Adam recalls a moment when his CEO saw an audience member wipe away a tear during a brand video. That emotional reaction was more proof than any spreadsheet could ever provide.
Gathering Your Evidence
If storytelling doesn't work, Adam recommends drowning the skepticism in research:
Customer Interviews: Ask the people using the product how they feel about it.
Expert Studies: Partner with brand gurus (like Interbrand) to get outside validation.
The Book Drop: Adam famously gave his own book to his CEO and said, "Read this, and we’ll talk in a month." Sometimes, you just have to educate your leaders on how the brain works.
The way to be bold is to really, truly understand your customer... If we were at a party, we would naturally find each other. We’re not looking in a different way.
The Human Moat: Why "AI-Proof" Content is the Future of Business
The Trap of "Category Design"
Alex brings up the idea of Category Design—the strategy of not just selling a product, but inventing a whole new category of business so you can be the undisputed leader (think of how Netflix created "Streaming" or Airbnb created "Home Sharing").
The Reality Check: Adam agrees it’s a powerful strategy, but warns it isn’t a "golden ticket." In the tech world, if big analysts (like Gartner) don't agree with your new category, it can die on the vine.
The Struggle: It’s a massive business architecture project, not just a marketing one. It requires the CEO and the Board to be fully committed to changing the mindset of the entire industry.
The Rise of "AI-Proof" Content
As AI makes it easier to churn out blog posts, white papers, and generic videos, how do you stand out? Adam predicts a shift toward Bespoke Experiences:
Personalization: AI will help deliver content in the format you prefer (if you like reading, you'll get articles; if you like watching, you'll get video).
The Human Holy Grail: The most valuable content will be "AI-Proof"—things a machine simply cannot replicate.
The "Pub" Test: Instead of two people talking on a standard Zoom call, Adam suggests brands will move toward highly unique, human settings—like recording a podcast in a specific local pub. These "human-only" moments will become the ultimate way to prove your brand is real and trustworthy.
Killing the "White Paper"
Adam expresses a long-standing wish to move away from the dry, dusty "white paper" and toward stories and articles. The goal for the future of B2B content is to provide the depth and trust of a technical resource but delivered with the flavor and "taste" of a human visionary.
The fast system in our brains is emotional and the logical systems are the slow systems. They come second.
Closing Thoughts: How to Find Adam
To wrap up, Adam invites listeners to see the "Builder" brand in action at Twilio.com and to check out his book, Sorry Spock, Emotions Drive Business.
Where to connect: You can find him on LinkedIn or read his deep dives on creativity and AI in his Medium publication, The Creative Machine.
The Final Takeaway: In a world where AI is the great equalizer, your "taste," your "vision," and your "humanity" are the only things that can't be automated. Be the architect of your brand, not just a content factory.
How do I create something that AI can't replicate? That's where people are going to see this brand is doing something and they’re going to stand out.
Check the episode's Transcript (AI-generated) HERE.
Other Episodes
Godard Abel | CEO of G2
S 01 | Ep 6 Where You Go for Software: Reach Your Peak
Dean Stocker | CEO of Alteryx
S 01 | Ep 8 Turning Your Customers Into Your Biggest Champions
Peter Fader | Co-Founder of Theta CLV
S 01 | Ep 10 Turning Your Marketing Into Dollars
AUTHOR.png)
The fastest way to build digital experiences. We empower businesses to convert PDFs, presentations and other content into interactive experiences & webpages with instant branding, analytics & more
.png)
