In this episode of Beyond B2B, Lee Odden talks with Brian Solis, Head of Global Innovation at ServiceNow and author of Mindshift, about how AI, innovation, and human creativity are transforming the way B2B organizations build trust, lead change, and create value.

Brian shares how the ServiceNow Innovation Office helps companies bridge the gap between iteration and innovation using technology to imagine entirely new possibilities for the future. He also explains why B2B marketing transformation starts with how we think, not what we do, and how leaders can drum up the courage to unlearn, experiment, and lead with imagination.

We also explore the evolving role of B2B thought leadership in a world where AI-generated content has become ubiquitous. Brian breaks down what makes thought leadership credible and trustworthy, emphasizing empathy, generosity, and the power of human connection.

From the concept of "AI agents" reshaping the future of work to why trust has become the ultimate differentiator in business, this episode delivers both a practical and philosophical roadmap for B2B leaders navigating disruption with purpose and authenticity.

Key Questions Answered in This Episode:

What does the Innovation Office at ServiceNow do, and what's its mission?
Why does Brian say transformation starts with mindset, not technology?
How can B2B leaders use AI as a "forcing function" for innovation instead of just automation?
What's the difference between iteration and innovation, and why does it matter?
How will AI and intelligent agents reshape the future of work?
How can marketers retain human creativity in an AI-powered world?
What makes great thought leadership content trustworthy?
Why is empathy more powerful than expertise in building credibility?
How should companies think about AI discoverability for thought leadership content?
What does a "human-led, AI-powered" future really look like for B2B brands?

The Mindshift of B2B Marketing: Brian Solis on Trust, AI, and Human Connection