S1 Ep 18 | Navigating the Business Landscape This episode begins with a question Scott has been thinking about since the agency days : what happens after the click ? His company ion Interactive was built around the idea that marketers were pouring enormous resources into winning attention and almost nothing into what happened when someone actually showed up . That observation eventually became the interactive content category , and the episode traces how that category evolved from landing pages to calculators to full - blown experience design . Scott makes a clear - eyed case that the first - order effect of generative AI is more content , and the second - order effect is audiences becoming even more overwhelmed and defensive . His argument is that this actually creates a significant opportunity for anyone willing to invest in experience rather than volume . This episode also covers the citizen creator movement and why Scott believes proximity to the problem and genuine passion matter more than technical skill in most cases , the persistent tension between marketing and sales and why cross - team collaboration remains one of the hardest things for any organization to get right .