Your funnel isn’t broken, but your nerve is. “Best practices” are just average practices with better PR. If every headline, homepage, and hot take sounds the same… what’s the one bold move that makes you unforgettable?In this episode, Udi Ledergor, Chief Evangelist at Gong and author of Courageous Marketing, torches the safe playbook and helps us build a braver one: a sharp, differentiated POV that slices through “sea of sameness” B2B. We get brutally practical on how to stop shipping beige content, why the CEO (not marketing) owns the brand, and how psychological safety unlocks the kind of creative risks that actually move pipeline. We also cover:Why “best practices” guarantee mediocrity and how to replace them with courageous bets.How to punch above your weight at tentpole events without buying the $500K booth.The 3-part brand promise test (and how most orgs break it in customer support).How to interview your CEO and Sales for risk tolerance before you take the job.Using AI to kill drudgery, not taste so your POV stays unmistakably human.