"Let's Not Optimize This," explores why genuine connection (not algorithms, optimization, or how much you got done today) is the ultimate driver behind standout marketing and memorable creativity.

In an increasingly optimized and data-driven world, what cuts through the noise isn't perfection or hyper-targeted precision, it's human connection. Real, flawed, humorous, emotional. Self-deprecating ads, unexpected messaging, video storytelling, brand pivots...these tactics resonate because they're authentically human, not perfectly engineered.