INTRO: In this episode, two-time Experience Inbound keynote Jay Acunzo joins Greg Linnemanstons to unpack why mere expertise is now commodified in B2B marketing, and how to reclaim premium positioning by building IP and cultivating human creators, not just creating content.

EPISODE HIGHLIGHTS:

03:00 – Two big changes in thought leadership: the need to shift from expertise to IP and from content to creators

06:20 – AI and the flashlight analogy: AI’s content tricks are surface-level; real impact comes from human insight

09:13 – Crafting your premise: how to frame a core idea that customers will remember and repeat

12:08 – Jay’s IP Pyramid: Layer up from your premise with these building blocks for durable IP.

18:02 – Managing talent risk: why building creators is a “champagne problem,” and how to turn departures into bragging rights

29:30 – The 3-Rung Ladder: using the “Want, Need, Hope” messaging framework to drive understanding, buy-in, and aspiration

Links Mentioned in the Episode:

• Jay Acunzo: jayacunzo.com
• Experience Inbound Wisconsin:experienceinbound.com

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Jay Acunzo: https://www.linkedin.com/in/jayacunzo

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.