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Saul Goodman is an excellent marketer. That is because persuasion and manipulation share the same DNA and most marketers would rather not admit it.

Laurence Paquette
2 days ago
1 min read

Saul Goodman is an excellent marketer, and that is exactly what makes him so uncomfortable to watch.

The mechanics he uses are not unfamiliar to marketing: attention, urgency, emotional need, credibility, timing.

The problem is not that he understands persuasion. The problem is what he does with it.

This week in The Real Brief: why persuasion and manipulation share more DNA than most marketers would rather admit.

Read the full piece and subscribe below.

https://shorturl.at/LVrDg

Skaters rest on a yellow patterned ramp with a blue sky. Text above discusses marketing; footer reads "The Real Brief" and URL.

Saul Goodman is an excellent marketer. That is because persuasion and manipulation share the same DNA and most marketers would rather not admit it.

Saul Goodman is an excellent marketer, and that is exactly what makes him so uncomfortable to watch. The mechanics he uses are not unfamiliar to marketing: attention, urgency, emotional need, credibility, timing. The problem is not that he understands persuasion. The problem is what he does with it. This week in The Real Brief: why persuasion and manipulation share more DNA than most marketers would rather admit. Read the full piece and subscribe below. https://shorturl.at/LV

Laurence Paquette

2 days ago1 min read

AI won’t replace leaders. It will expose the ones who weren’t leading

AI isn't coming for leaders who think. It's coming for the ones who were never really doing the thinking in the first place. When execution becomes fast and cheap, what's left exposed is the quality of the judgment behind it. That distinction is about to become very visible. Full article in this week's edition of The Real Brief. Link below and feel free to subscribe to the newsletter. AI won’t replace leaders. It will expose the ones who weren’t leading

Laurence Paquette

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The Meetings That Make Your Heart Race

Even at VP level, I still walk into certain meetings feeling like I need to earn my right to speak. Especially the ones where I'm there to challenge something, defend my team, or escalate a problem and the room is filled with senior people. I prepare obsessively for those meetings. Not because the material is complicated, but because I need to talk myself into believing my opinion is valid enough to say out loud. I go over my points more times than I'd like to admit. I run im

Laurence Paquette

Apr 202 min read

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Saul Goodman is an excellent marketer. That is because persuasion and manipulation share the same DNA and most marketers would rather not admit it.

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Saul Goodman is an excellent marketer. That is because persuasion and manipulation share the same DNA and most marketers would rather not admit it.

AI won’t replace leaders. It will expose the ones who weren’t leading

The Meetings That Make Your Heart Race