Where Mediocrity in Marketing Goes to Die: Mark Schaefer’s Audacious
Mark Schaefer’s newest book, Audacious: How Humans Win in an AI Marketing World, has arrived—and it’s sending shockwaves through the marketing industry. Why? Because it dares to call out what we’ve all known but been too afraid to admit: marketing has become boring. So boring, in fact, that a study highlighted in the book reveals videos of paint drying evoked stronger emotional responses than many ad campaigns.
Let that sink in. Then, go read the post. It’s a reality check no marketer can ignore.
But Audacious doesn’t just diagnose the problem; it offers a thrilling solution. With over 100 actionable examples, nearly 40 interactive QR codes, and jaw-dropping case studies, this book doesn’t just redefine marketing—it buries outdated practices and throws a funeral for mediocrity.
Mark Schaefer didn’t just write a book; he created an experience. The QR codes embedded throughout the pages bring audacious marketing stunts to life—like Liquid Death’s disruptive campaigns and literal crowd-forming drone formations in the sky that tell a story. It’s gamified reading at its finest, designed to make you feel, think, and most importantly, act.
This isn’t a book for the faint of heart. It’s for marketers ready to confront the truth: AI is faster at getting things done, but humans win by out-humaning the bots. Creativity, audacity, and storytelling—these are our superpowers, and they’re what will keep us competitive in an AI-dominated world for those who dare to be audacious.
Think about this: AI can churn out endless content, but it can’t create moments of genuine awe. That’s where audacious human marketers win. They infuse every narrative with heart, creativity, and purpose—things bots can’t replicate.
One of the most compelling moments in Audacious happens early on, when Schaefer lays bare the truth about why marketing has become so stale. Playing it safe, protecting our jobs, and focusing on ourselves instead of our customers—that’s why we’re failing. The good news? We can do better.
Take Kory Marchisotto, the CMO of e.l.f. Beauty, who defied conventional wisdom in 2019 by challenging the narrow definitions of her target audience. She famously said, “Our customers are multidimensional and check more than one box.” This simple but bold insight allowed e.l.f. to embrace a new, evolving reality: customers care only about their own narrative, not a brand’s why. Many are throwing out the idea of target markets altogether!
This shift in thinking is what separates audacious marketers from the rest.
I didn’t realize I was doing anything audacious. Honestly, I thought I was just doing what needed to be done. It wasn’t until Mark Schaefer pointed it out to me that I started to see it differently. That’s the thing about audacity—it sneaks up on you when you’re too busy trying to do something entirely different from the status quo.
At ReTreet, a 40-acre luxury treehouse resort in Alabama, with a small staff of less than ten. In the Marketing Department —just me. So, there’s no time for overthinking or doubting myself. I just focused on what felt right: telling a story that resonated with people. I wanted every guest to feel like they’d discovered a hidden treasure, and to walk away with stories so enchanting they couldn’t help but share them. I wasn’t thinking about “marketing strategy” in the traditional sense; I was thinking about connection, about creating everyday moments of awe.
The funny thing is, I never thought of it as extraordinary. Surely, I assumed, there are plenty of marketers out there doing the same thing—or better. But when Mark included me in his book Audacious and called my work a standout example, I realized that wasn’t the case. I wasn’t trapped in “boring” after all, even though I thought I might be. It feels good—freeing, even—to know that stepping outside the mold was what made the difference.
Mark summed it up better than I ever could: “Sarah Stahl understands that the purest, most trusted form of marketing comes from telling a story so well that people can’t wait to share it.” Reading that stopped me in my tracks. It helped me see that audacious marketing isn’t about flashy campaigns or big budgets. It’s about making real, human connections that spark advocacy and create movements.
Looking back, I see it now. What I was doing at ReTreet wasn’t just about running a business—it was about making people feel something real, something worth talking about. And maybe that’s the heart of audacious marketing: not realizing you’re doing anything particularly bold, because you’re too busy chasing something altogether different from what everyone else is doing.
And maybe that’s exactly the point.
Unlike most marketing books, Audacious is anything but homework. Mark’s conversational tone, humor, and real-world examples make it feel like you’re sitting down with a mentor who knows exactly how to challenge and inspire you. This book isn’t just about learning; it’s about taking action.
It’s a rallying cry for marketers to step out of their comfort zones and embrace what makes us human: creativity, emotion, and audacity. AI may be able to churn out endless content, but it will never replicate the magic of a well-told story or a moment of everyday awe.
The bots are here, but audacity is your superpower. Whether you’re running a tiny treehouse resort or a global brand, the principles in Audacious apply:
This isn’t just a book; it’s a movement. A movement to make marketing legendary again. So, what’s your audacious move going to be? Will you settle for the dull or embrace the bold?
Grab your copy of Audacious today, and let’s throw a funeral for mediocrity in marketing—and finally move on.
Visit the official site to learn more: Audacious by Mark Schaefer.
Because while the bots may have the algorithms, we have the audacity. Let’s make marketing unforgettable.