Lab-Grown Marketing by Evidenza

Why Marketing Should Stop Trying to Align With Sales

Sales and marketing alignment might be the biggest fantasy in B2B. After decades of dashboards, handoff frameworks, attribution models, and “smarketing” workshops, most c

Brand Breakdown: RAO's - How a 10-Seat Restaurant Became a $2.7B Brand

A 10-table restaurant in Harlem became a $2.7 billion CPG brand by mastering one thing: being easy to want and easy to buy. Rao’s didn’t scale the restaurant—it scaled th

From Ad Skeptics to Ad Empires: Why Every Tech Giant Becomes an Ad Company

From Sam Altman to Jeff Bezos to Mark Zuckerberg, the pattern keeps repeating—leaders dismiss advertising right up until they need it to scale. Advertising isn’t a neces

Designing for the Skip: Why Your Ads Lose in Half a Second

Most ads aren’t ignored because they’re bad. They’re ignored because they assume attention that doesn’t exist. The real problem isn’t a “worst-case scenario” — it’s the d

AI Slop Is a Lie: Why Voice-First Marketing Is Actually Better

AI slop? Not so fast. This week on Lab Grown Marketing, Jon and Peter make the case that AI isn’t cheapening marketing — it’s upgrading it. From voice-first workflows to

Data is Making You Dumber (Here's Why)

Marketers love data. More dashboards. More cuts. More “just one more slide.” But what if more data doesn’t make you smarter — it just makes you slower?This week on Lab Gr

The Product Delusion: Why the Best Product Rarely Wins

Everyone loves the idea that the best product wins. It’s clean, comforting, and almost always wrong. This week on Lab Grown Marketing, Peter and Jon take on the product d

Move 37: The Day AI Proved It Could Be Creative

Marketers keep talking about brand building — meanwhile, half of today’s brands are quietly dying. Jon and Peter are here to stop the funeral. This week on Lab Grown Mar

The 60/40 Rule: Why Brand is Still the G.O.A.T. (Even in an AI World)

This week, Jon and Peter resurrect one of marketing’s most misunderstood — and most financially powerful — ideas: the 60/40 rule. If half of B2B marketers still claim bra

Unpacking the Lie of Certainty in Marketing

What if everything marketers believe about precision is, well… probably wrong? In this ep, Jon and Peter crack open the illusion of certainty that defines modern marketi

How Superman Beat Mickey: The Blockbuster Playbook for Marketers

How can you add a little more movie magic to your marketing mojo? Jon and Peter dive into the theory of blockbuster marketing and explain why movie marketers either go bi

Mark Ritson on Marketing, B2B, and the Future of AI

It’s the season finale, and Jon and Peter are bringing in the big guns: Professor Mark Ritson, the man who can make or break your marketing ego in a single sentence. Eve

Blands Over Brands: When the Risk isn’t Worth the Reward

What do Weight Watchers, Tropicana, ABRDN, Jaguar, and HBO all have in common? You guessed it — terrible rebrands. In this ep, Jon and Peter are putting risky marketing

Why Clicks Don’t Equal Cash (and What to Track Instead)

Back from Cannes and still reeking of overpriced rosé, Peter and Jon tackle the pain point marketers love to hate but can’t stop obsessing over: measurement. In this epis

Targeting: Go Broad or Go Broke

This week on the pod, Peter and Jon are done talking about the marketing renaissance — so they’re leaping into the new age of marketing maximalism. When it comes to ad ta

The Formula for Not Wasting Your Creative Budget

Creative: everyone's got an opinion, but no one seems to have a framework. Until now. In this episode of Lab Grown Marketing, Jon and Peter pull back the curtain on what

If No One Remembers Your Brand, Did It Ever Really Exist?

If you aren’t standing out, you’re blending into the competition. So, how can you ensure you’re creating distinctive brand assets that stay top-of-mind in buyers everywh

Think Like a Buyer, Not a Brand

What do champagne and cloud servers have in common? Absolutely nothing — unless you’re thinking like a marketer. This week, Jon and Peter take a deep dive into category

Amazon, Market Research, and the Case for Being Average

The customer is always right… right? Bezos knows they are. And if Jeffrey thinks it, you should probably pay attention. In this week’s episode, the guys explain why the

Brand is Dead (LOL)

With so much rage bait in the world, sometimes you just can’t resist clapping back. This week, consider us sufficiently rage baited because we’re taking on Scott Galloway