Thriving in Discomfort: Why Being Human is Your Best Marketing Strategy in 2025
In an era where AI is everywhere, INBOUND 2024 speaker and crowd favorite, Jay Schwedelson brought a refreshing reminder to his Main Stage session: your competitive advantage isn't in being perfect—it's in being real.
Schwedelson shared why embracing a little discomfort and a lot of authenticity could be the game-changer your marketing strategy needs in 2025.
WHY GENERIC WON’T CUT IT ANYMORE
"The pendulum has swung so far... it's a tidal wave we have of generic garbage," Schwedelson declared, getting straight to the point: AI-generated content is flooding the feed. With more brands turning to AI for everything from email subject lines to social posts, standing out means resisting the pull of sameness.
The solution isn't fighting AI but complementing it with humanity. As he put it:
The only way to fight the AI tidal wave is to stand out by being yourself and good news - you're a human. That's a win.
While AI can support your work streams, save the human touch for where it counts: storytelling, building relationships, and creative problem-solving.
THE POWER OF PERSONAL
Here's a standout insight from Schwedelson: personal newsletters are crushing it, with a 48% higher open rate than brand newsletters in just the past six months.
And with iOS 18's changes to email categorization, now's the time to go all-in on authentic, person-to-person communication.
The future of email marketing? Real voices from real people at your company—not just the brand logo. Start tapping into personalities within your team who can build genuine connections with your audience versus opting for generic brand communications. Because in the end, people don't connect with brands—they connect with other people.
GO LO-FI OR GO HOME
One of the more surprising stats of the session? Lo-fi content engagement is up 42% in the last 12 months. What exactly is lo-fi content? As Schwedelson puts it, it's "content that's intentionally created with a raw, authentic, less polished aesthetic."
The numbers back it up:
"We’re sick of the generic stuff, and the humanity of it all is what stands out," Schwedelson emphasized. And yes, even B2B companies can (and should) show a little more personality in their content.
Going lo-fi doesn't mean ditching professionalism—it's about balancing expertise and relatability to find that sweet spot. Think behind-the-scenes content, employee spotlights, or those real, unified workplace moments that resonate with your audience.
LESSONS IN GETTING UNCOMFORTABLE
Schwedelson's own journey from nearly losing his business during the pandemic to hosting one of the top marketing podcasts, drives home his main message: "If you're not scared, if you're not nervous, if you're not uncomfortable, you aren't trying."
Here are the three principles that guide his approach:
- "Eat the frog" - Do the uncomfortable thing first
- "I don't have to. I get to." - Shift your perspective on challenges
- "Growth happens by doing things you're unqualified to do."
Discomfort isn't just part of growth—it's the key to it. Big opportunities often live just outside your comfort zone. So, try taking bolder risks with your marketing, show a little vulnerability in your brand, and don't be afraid of the occasional stumble; it's all part of the learning (and growing) curve.
THE TAKEAWAYS
How can B2B leaders put these insights into action? Schwedelson suggests starting with these steps:
- Identify authentic voices within your organization
- Send personal newsletters from key team members
- Try out lo-fi content on your professional channels
- Share real, behind-the-scenes moments and challenges
- Don't let fear of criticism stop you from being real
As AI advances, authentic human connection will only become more valuable. "Humanity inserted into your marketing, inserted into your business and your website, into your social media, into your newsletters - AI is coming for us. It's a tidal wave," Schwedelson warned.
The companies that thrive will be those that find the balance between technological efficiency and genuine human connection.
Watch Jay Schwedelson’s full session here for more insights on how to be an authentic leader and marketer.
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INBOUND Team
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