In this episode, Joe revisits an old article he wrote six years ago about Apple's Think Different campaign and discovers a deeper lesson hidden inside it. This is not a story about marketing, or even about Apple. It is a story about belief, service, and the system every creator needs to survive long enough to succeed.

Joe shares how belief powered Apple's turnaround in 1997 and how the same kind of belief shows up in the creators and entrepreneurs who persist through uncertainty. But he also explains why belief, on its own, can drift into ego and self-focus if it is not directed toward helping someone else.

Through personal stories from Junta42, Content Marketing Institute, the Tilt, and the early launch of Content Entrepreneur Expo, Joe walks through the moments when his belief wavered and the exact thing that brought it back: returning his attention to the people he was trying to help.

This episode introduces a simple but powerful system.

Belief is the engine.
Service is the direction.

Creators who believe they can help someone else always find their footing again. They always know what to do next. And in an age when AI can manufacture almost anything, this combination of belief and service becomes the one advantage that cannot be automated.

What You Will Learn:

• Why belief matters more than talent

• Why belief alone is not enough

• How Apple changed direction through purpose and conviction

• How Joe rebuilt belief during difficult seasons

• The simple system that can guide creators through any uncertainty

• Why focusing on the person you serve is the ultimate reset

Mentioned in This Episode:

• Apple's Think Different campaign

• Eddie Murphy documentary

• Junta42

• Content Marketing Institute

• The Tilt newsletter

• Content Entrepreneur Expo

If you want more insights every Friday morning, subscribe to Joe Pulizzi's Tilt newsletter at https://www.thetilt.com/.

Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

Subscribe to Content Inc. here - https://www.contentinc.io/

In this episode, Joe digs into what he believes will become the final competitive advantage for creators in the years ahead. As AI accelerates and platforms gain the ability to clone creator voices, styles, and content patterns, many of the moats creators once relied on are disappearing. Technology can now replicate content quality. Algorithms can generate reach. Even personal style and voice can be synthesized. The last remaining moat is being known personally by real people.

Joe explains why the strongest creators of the next decade will not be the ones with the biggest follower counts, but the ones with the deepest human relationships. He walks through the mindset shift creators must make as algorithmic reach becomes less reliable and as synthetic content becomes indistinguishable from human work. Direct touchpoints such as email, SMS, private communities, and membership spaces become essential because they form the relationship infrastructure that cannot be automated away.

Joe also talks about why creators need to take those relationships offline. Real trust happens in rooms, not feeds. A handshake, a conversation, a shared meal, or a small gathering builds connection at a level AI cannot mimic. He highlights real examples of creators who already excel at this, including Andy Crestodina, who brings people together at every event he attends, and Brian Piper, who sets up intentional meetups and one to one conversations long before he arrives onsite.

This episode is a call to action for creators who believe the window is closing. If everything online can be copied, then the only thing that cannot be replicated is your humanity. The real opportunity right now is to build a moat of human connection that endures long after algorithms shift and synthetic content takes over.

What You'll Learn:

• Why AI will make most online content instantly replicable

• How platforms could create synthetic versions of top creators

• Why direct touchpoints matter more than followers

• How offline interactions become a long term moat

• Examples of creators who already practice this well

• Why being known will outlast any technological disruption

Mentioned in This Episode:

• Andy Crestodina

• Brian Piper

• The role of events, meetups, and small gatherings in creator strategy

If you want more insights every Friday morning, subscribe to Joe Pulizzi's Tilt newsletter at https://www.thetilt.com/.

Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

Subscribe to Content Inc. here - https://www.contentinc.io/

In this episode, Joe explores what happens after the "three-year window" closes — when AI begins to produce nearly everything on demand. What does that mean for creators and entrepreneurs? Joe shares three essential moves to stay relevant and build lasting value in the coming Age of Abundance.

1. Build a Small Tribe with Purpose
Forget chasing scale. The next era belongs to creators who build small, mission-driven communities rooted in shared values and purpose. Machines can copy your voice, but not your meaning.

2. Turn Your Process into the Product
When content becomes infinite, your process becomes the value. Show how you work. Let your audience inside. Sell access to your system, not just your outcomes.

3. Name Your Focus
In the Age of Abundance, clarity wins. Choose one word that defines what you stand for — and repeat it everywhere. If you don't define your focus, the algorithm will do it for you (and probably get it wrong).

• Abundance shifts value from creation to connection.

• Meaning, trust, and shared experience will become priceless.

• The future belongs to creators who build direct relationships and stand for something clear.

Quote of the Episode:
"When everything is abundant, trust becomes priceless."

👉 Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

Subscribe to Content Inc. here - https://www.contentinc.io/

Joe Pulizzi goes deeper into his "three-year window" theory and shares three unconventional strategies creators can use to build real connection before AI changes how audiences find and consume content. These moves — collaboration, physical experiences, and shared memory — create the kind of trust algorithms can't replicate.

Key Takeaways:

1. Turn your audience into collaborators.
   Your audience doesn't just want to consume — they want to contribute. From small communities to co-created projects, inviting people into the process builds belonging and loyalty that AI can't imitate.

2. Take a piece of your content offline.
   In a world flooded with digital noise, physical experiences become priceless. Whether it's a print newsletter, local meetup, or tangible product, real-world touchpoints build trust and deepen connection.

3. Create a memory layer.
   Shared history is your ultimate moat. Celebrate milestones, reference old content, and recognize long-time followers. Nostalgia and continuity form emotional glue that keeps your audience coming back.

Mentioned in this Episode:

• CEX VIP Group — community collaboration project

• Matt White, GolfCartingTV — blending online presence with real-world experience

• This Old Marketing 500th Episode — celebrating shared history

Quote of the Episode:

"AI can copy your style and tone, but it can't fake history."

👉 Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

Subscribe to Content Inc. here - https://www.contentinc.io/

This week, Joe shares insights from conversations at MAICON in Cleveland, where leading AI and marketing experts warned that creators have a limited window, about three years, before technology reshapes how audiences consume content. In a world where devices generate or curate content on the fly, traditional audience-building could vanish overnight.

But this episode isn't just a warning. It's a call to action. Joe explains how independent creators can use this time to build deeper trust, stronger communities, and direct ownership of their audiences. Those who act now will have the most valuable currency in the coming AI-driven era: human connection and control.

• The 3-Year Window: AI-generated and AI-selected content will soon dominate consumer experiences...creators must act before that shift fully arrives.

• Audience Ownership Matters: Algorithms can disappear, but email lists, communities, and owned channels can't be taken away.

• Human Connection Wins: Authentic voice, story, and consistency will always beat synthetic content.

• Now Is the Time: These next few years will define who thrives and who gets left behind.

👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

Subscribe to Content Inc. here - https://www.contentinc.io/

Joe Pulizzi is back from London—and he's got a story that will change how you think about the future of creation.

After traveling overseas (yes, to watch the Browns lose again), Joe and his wife attended ABBA Voyage, a virtual concert where lifelike digital avatars of the legendary band perform with a live orchestra. The experience was so real, so emotional, that it sparked a powerful realization: the line between real and fake content has officially disappeared.

In this episode, Joe explores:

• Why audiences no longer care whether content is created by humans or machines

• How ABBA Voyage and new AI tools from Meta and OpenAI point to a future where creators can "live forever" through data and digital models

• The profound opportunity this new world presents for independent creators

Joe argues that while AI-generated "fakes" are on the rise, nothing can replace a real human who takes ownership of their work, their audience, and their meaning.

This episode connects deeply to the message behind Burn the Playbook:
In a world where everything is automated, authentic ownership is your unfair advantage.

Listen in and ask yourself:
Would you rather connect with the reals… or are you ready to embrace the fakes?

👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

Subscribe to Content Inc. here - https://www.contentinc.io/

This week I'm reflecting on a huge milestone: the 500th episode of This Old Marketing with my friend and co-host Robert Rose. Five hundred weeks without missing an episode.

How did we get here? And more importantly—what can you, as a creator, take away from this kind of consistency?

In this episode, I break down the keys that made it possible:

• Consistency builds trust. Showing up week after week, no matter what.

• Partnership makes the journey sustainable. The right collaborator keeps things fun and accountable.

• Community comes before content. People return for the connection, not just the information.

• Evolving with a steady premise. Adapting to new trends while staying anchored in a core promise.

Whether you're five episodes in or fifty issues into a newsletter, this episode will remind you why the long game matters and how to play it.

👉 Listen to This Old Marketing's 500th episode here: https://www.thisoldmarketing.com/ or watch on YouTube at https://www.youtube.com/@ThisOldMarketing
👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

For almost two decades, Joe Pulizzi was known as the content marketing guy. Then came fiction writing, creator support, and a mix of new projects that left him wondering—what do I really stand for now?

This week, Joe shares how a post from Jonathan Mast reshaped his perspective:

"If you can't explain how you make people's lives better in 15 seconds or less, you're invisible in today's short attention span economy."

That idea forced Joe to simplify his answer, sharpen his Tilt, and land on a powerful, clear statement of purpose:
I help entrepreneurs and creators find meaning, freedom, and wealth.

In this episode, you'll learn:

• Why clarity beats complexity every time

• How a 15-second message opens the door to deeper conversations

• The question you need to answer to sharpen your own Tilt

Joe also challenges you directly: Can you explain how you make people's lives better—in 15 seconds or less?

If this resonates, you'll find more like it in my new book Burn the Playbook. I'd love your support in spreading the word.

Burn the Playbook (buy directly from Joe) - https://www.joepulizzi.com/books/burn-the-playbook/

Please leave me a review here:
Burn the Playbook (Amazon Kindle) - https://www.amazon.com/Burn-Playbook-Creators-Entrepreneurs-Businesses-ebook/dp/B0FPXQTWDL/