Why Marketing Needs Friction to Save Its Soul (with Robert Rose)

Speed and efficiency have become the default values in business — but in the process, marketing is losing its creativity, humanity, and soul. Anthony Kennada sits down with Robert Rose (best-selling author of Valuable Friction and co-founder of the Content Marketing Institute) to explore why slowing down might actually be the most radical strategy in today’s AI-driven world.

They unpack the dangers of treating marketing as a machine, the role of authenticity in an era of “feature-function” startups, and how leaders can introduce valuable friction into their work to build brands that last.

Topics we cover:

– Why “real beats perfect” in content and campaigns

– How AI can help (or hurt) creativity and brand trust

– The difference between building for the moment vs. building for the brand

– Why owned media must be treated like a product, not a tactic

– Practical ways to reintroduce friction that sparks creativity

If you’re a CMO, founder, or marketing leader feeling trapped in the Cult of Speed, this episode will challenge you to rethink how you create, lead, and build brands with lasting value.