{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/f8cf3133-0543-5b5b-85cb-e7a4e48bfaf5/6a3da8f289bd8728408c1dfb?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Ben Guttmann: Why Simple Messages Win in a Noisy World","description":"Marketing professor and author Ben Guttmann explains why we over-complicate our messaging and how to apply design principles to communicate with clarity. He breaks down the drill-built method for identifying emotional benefits, shares his controversial take on AI as unlimited stupid people, and reveals why features never sell but benefits always do.","author_name":"Srinivas Rao"}