He Said, She Said: Razor Branding™ Podcast
Oct 21, 2026 · 44 min · 12 segments
What do you do when you’re hired as a company’s very first CMO, and the entire business has been fed by Google Ads and inbound calls? For Lindsey Thiele…
Jaci RussoHostMichael RussoHostI mean, there is today, I mean, I go back to when we first started, we're 25 years in with our agency.
But it used to be, you know, you do a campaign and it would last six months to a year, you know, and you did your three major ads, your five sub ads, you know, that kind of thing.
We're doing that every day now, you know, and you're being forced to do that almost daily, new campaigns, new ideas, new, I mean, and the different, I ideations of that.
I think this is controversial and there are probably people who would be like, Oh my God, don't say that.
Um, and the reality is, you know, I think we spent so much time trying to figure out how to optimize SEO, how to gamify rank.
And here we are with this kind of disruptive force, which is AI, that's coming in and completely flipping all of what we thought we knew on its head.
And it's becoming even more difficult, I feel like, in every passing moment to compete with On an SEO perspective, and to be honest with you on a on a pay per click perspective, because I'd like to say if you if the if the only lever you have to pull is to outbid your competitor in an ad, you know, war scenario, you're in a bind.
I mean, it used to be, you know, I'm going to Google and type in a query and I'm looking for the best of this or this or give me this, whatever.
And now you can just say, Claude, I am, like recently I was planning a golf trip with some friends and hey, I'm thinking about going here and it started asking me all these questions.
It gave me the most ridiculous itinerary in depth detail about the courses in that area.
I mean, there is today, I mean, I go back to when we first started, we're 25 years in with our agency.
But it used to be, you know, you do a campaign and it would last six months to a year, you know, and you did your three major ads, your five sub ads, you know, that kind of thing.
We're doing that every day now, you know, and you're being forced to do that almost daily, new campaigns, new ideas, new, I mean, and the different, I ideations of that.
I think this is controversial and there are probably people who would be like, Oh my God, don't say that.
Um, and the reality is, you know, I think we spent so much time trying to figure out how to optimize SEO, how to gamify rank.
And here we are with this kind of disruptive force, which is AI, that's coming in and completely flipping all of what we thought we knew on its head.
And it's becoming even more difficult, I feel like, in every passing moment to compete with On an SEO perspective, and to be honest with you on a on a pay per click perspective, because I'd like to say if you if the if the only lever you have to pull is to outbid your competitor in an ad, you know, war scenario, you're in a bind.
I mean, it used to be, you know, I'm going to Google and type in a query and I'm looking for the best of this or this or give me this, whatever.
And now you can just say, Claude, I am, like recently I was planning a golf trip with some friends and hey, I'm thinking about going here and it started asking me all these questions.
It gave me the most ridiculous itinerary in depth detail about the courses in that area.
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