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One of the places I've learned to pay the closest attention is when people do something that doesn't quite make sense. Not because I assume they're wrong. Because I assume they know something I don't. Over the years, I've spent countless hours talking with consumers, customers, and organizational leaders, trying to understand not just what they do, but why. Some of those conversations happened in people's homes. Others took place in grocery stores, manufacturing facilitie

Wondering what The Wilder Brief is like? 👇 Below is the complete May 2026 issue so you can see exactly what arrives in subscribers' inboxes each month. Because it was originally designed as an email, the formatting is a little different on the web, but the ideas are exactly the same. Subscribe to The Wilder Brief The Wilder Brief Marketing observations, ideas, and real-world insights. Life in the Wild Almost Heaven. Not long after getting on the road in North Carolina in M

Two weeks ago, I broke my arm. While I wouldn't recommend it as a productivity strategy, it has been a surprisingly effective reminder of something I've believed for years: Creativity lives in the gap between ambition and resources. When resources fully match ambition, we tend to rely on familiar solutions. We do what we've always done because we can. When ambition exceeds resources, something different happens. We adapt. Unable to type efficiently, I started relying much mor

Most organizations don’t struggle because people say the wrong things. They struggle because everyone says different things. Here’s why fragmented messaging happens — and how a simple Pocket Guide can help organizations create stronger alignment, clearer positioning, and more consistent storytelling across staff, leadership, boards, and partners.

When I first started experimenting with AI in my work, I wasn’t worried about it being a gimmick. I was wrestling with a different question: What does AI mean for a business where my judgment and thought leadership are part of what clients are paying for? I didn’t want to outsource my brain. I also didn’t want to ignore a set of tools that might help me serve clients better. Fast forward to now, and AI is absolutely part of my default toolkit at Wilder Marketing Group.

“Just be authentic.” It’s some of the most common advice we hear about leadership and culture. And there’s truth in it. Feeling safe to bring your whole self to work matters—a lot. Many people still don’t feel they have that freedom. But over the years, I’ve learned that authenticity on its own isn’t enough. The real power comes when you’re effectively authentic: grounded in who you are, and skilled at flexing how you show up so you can be heard, trusted, and influential in d

If you’ve been watching the explosion of interest in AI—and wondering whether it’s hype, threat, or the missing piece for your marketing program—you’re not alone. As leaders look for ways to break out of the busywork cycle, AI is quietly reshaping what’s possible for modern marketing teams. I just returned from a week in Red Lodge, Montana—where I joined leading entrepreneurs, marketers, and AI technologists for deep conversations about what’s next for our industry. The messa

How strategic marketing, clarity, and the Wilder Growth Grid can help you escape busywork and achieve breakthrough impact. Have you ever wondered why your marketing team works so hard, yet growth feels out of reach? A few years ago, I was brought into a legacy organization where the CEO told me, "I can teach you this industry, but you need to teach us marketing." My mission: transform marketing from a “cost center” into a true growth driver—a strategic function guiding real b