It's framed as a discussion about business communication, but this week's episode of the Marketing Smarts Live Show and all the wisdom and banter contained therein could pertain to all walks of life, personal and professional.

"Start with the human to create the connection first before you move to content, data, support, or arguments.... If you start with 'here is what we do, here is how we do it, and here's why we do it,' you're marketing wrong," he says.

"You start with the why, then you go to the how; the what is last."

Communication is about reaching the human, and a big part of being human is making mistakes and humbling yourself.

"I'm a big fan of negative stories, of talking about where I've failed, where I've screwed up something so badly," Steve says. "Because it makes me human, it makes me fallible just like them, it proves I have messed up so many times."

Similarly, the enemy of good communication, explains Steve, is expertise: "Expertise for most marketers, most strategists, most salespeople is not your friend. It is potentially your enemy. It's great to have experience. Experience is vital....

"What [expertise] does, [however,] is it tends to put blinders on: 'I'm already good at what I do, therefore either nobody knows this better than me or I don't really need any help.'"

See and hear more of Steve Multer's insights:

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 47

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

"From the #mpb2b Community" links referenced in the show:


Enter your email address to continue reading

The Three Pillars of Winning Communication—Value, Passion, and Connection | Marketing Smarts Live Show

Don't's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas