In this episode of CMO Weekly, host Hayley Clover sits down with Seth Matlins—one of the most distinctive and influential voices in modern marketing.

Make sure to check out Seth Matlins New Podcast: Create or Destroy: Reimagining Marketing” with Seth Matlins is produced by Vox Media Podcast Network in partnership with The Wisdomous Company, with new episodes releasing every Tuesday wherever you get your podcasts.

With a career spanning over three decades, Seth has operated at the highest levels of iconic organizations, including serving as the President of Rock the Vote, the first Global CMO of Live Nation, and the Managing Director of the Forbes CMO Network.

Today, Seth is embarking on his newest venture: Create or Destroy, a new podcast and live events franchise in partnership with Vox Media designed to reimagine the role of marketing in the modern enterprise.

In this deep-dive conversation, Seth shares why he believes marketing must be viewed as an organizational mindset rather than just a functional silo. He challenges the status quo of "data-driven" marketing, discusses the existential risks and rewards of Generative AI, and explains why the best leaders focus on objectives over pretty pictures.

Key Takeaways from This Episode:

The "Create or Destroy" Philosophy: Why every single decision a company makes—not just the marketing ones—either builds value or destroys it.

The Power of Critical Thinking: Seth recounts a pivotal "smack in the face" early in his career at Evian that taught him to prioritize strategy and objectives over superficial aesthetics.

Navigating the AI Era: A nuanced look at why GenAI is a powerful "teammate" that risks leading to mass commodification if it isn't steered by human judgment and experience.

Defining Influence: Behind-the-scenes insights into how the Forbes "World's Most Influential CMOs" list was curated and why a "bad moment" can actually increase a leader's influence.

Building Real Community: Why Seth’s live events operate under Chatham House Rules to ensure "real talk" away from corporate key messages.

About Seth Matlins: Seth Matlins is the Founder of The Wisdomous Company and a veteran marketer known for his sharp, witty, and deeply practical perspective on brand building. Throughout his career, he has specialized in roles that never existed before he took them, allowing him to drive entrepreneurial growth within established giants like CAA, Live Nation, and Endeavor.

Chapters:

0:00 – Intro to Seth Matlins and "Create or Destroy"

3:58 – Having a career of "jobs that didn't exist"

5:22 – Growing up in a household of marketers

7:07 – The Evian lesson: Strategy vs. Pretty Pictures

12:47 – Why modern marketing has "lost the thread"

15:52 – The AI Optimist vs. Pessimist: Avoiding the "Slop"

21:03 – What actually makes a CMO "influential"?

25:34 – Breaking down the "Create or Destroy" mindset

30:00 – The power of human connection and live events

35:11 – Outro and where to find Seth's new show

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