Podcast Summary: Uncensored CMO – "What is Marketing? Part 2: Marketing is Poetry with Kory Marchisotto"

Host: Jon Evans
Guest: Kory Marchisotto
Date: February 23, 2026
Series: Uncensored Renegades
Main Theme: Reimagining Marketing as Poetry—The Power of Words, Vulnerability, and Pattern Disruption

Episode Overview

In this insightful and energetic episode, Jon Evans and renowned marketer Kory Marchisotto unpack the provocative idea that "Marketing is Poetry." Kory shares her unique philosophy, connecting the creative, emotional, and strategic sides of marketing through her own history as a poet. Together, they explore how pattern disruption, vulnerability, and ownership are essential for both personal and brand success. A show highlight is Kory’s recital of her heartfelt and epic "Marketing is Poetry" poem, first shared at her induction into the American Marketing Hall of Fame.

Key Discussion Points & Insights

1. Defining Marketing: "Marketing is Poetry" (00:35–02:52)

• Context: Building on their previous episode’s conclusion that “marketing is everything,” Jon asks Kory for the one word she associates with marketing.
• Kory’s Word: “My word is poetry." (01:02, Kory)
• Why Poetry?
  • Despite being highly data-driven, Kory finds marketing’s essence in poetry’s ability to distill truth, emotion, and storytelling.
• ChatGPT's Four-Part Definition of Poetry (01:16–02:37, Kory):
  1. Philosophical: “Poetry is truth in its most concentrated form.”
  2. Creative: “Poetry is painting with words.”
  3. Spiritual: “Poetry is the soul speaking aloud.”
  4. Functional: “Poetry is language that breaks its own rules to make us feel something.”

"Whether you look at it philosophically, creatively, spiritually, or functionally, marketing is poetry."
— Kory (02:43)

2. The Origin of Kory’s Love for Poetry & Its Impact on Marketing (03:02–04:29)

• Background: Kory has been writing poetry since childhood, encouraged by her mother, using it to process and express complex emotions.
• Connection to Marketing: She links the poetic tradition of using “meaningful words” to the emotional resonance needed in effective marketing.

“If you use the power of meaningful words… the metrics will follow. So I love writing. It's my soul care.”
— Kory (04:16)

3. Simplicity, Complexity, and the Divine (04:29–06:41)

• Jon’s Reflection: Known for making the complex appear simple, Jon relates this to poetry’s power to clarify and distill.
• Kory’s Brand Affirmation: From work with Alicia Keys’ Soul Care, “You are layered, complex, and divine.”

“Complex often takes people to a negative. I think the more layered and more complex, the more divine, because now you're getting into deeper levels of meaning that start to unearth truths.”
— Kory (04:56)

• Vulnerability in Career: Kory recounts delivering her acceptance speeches as poems—risking vulnerability for authenticity and memorability.

4. Pattern Disruption & the Power of Surprise (07:29–09:27)

• Pattern Disruption as a Tool: Both hosts agree that breaking expectations—whether through poetry or unconventional acts—captures attention.
• Notable Study: Jon cites Murray S. Davis (1972): “The secret to something being interesting is it denies a firmly held assumption of the audience.” (08:26)
• Kory: “By any stretch of the definition… that’s how you make deep connections… you are disrupting the pattern.”

5. Poetry as Expression of Shared Emotion (09:41–10:10)

• Brand Parallels: Poetry articulates emotions audiences struggle to express; successful brands do the same.

“You put into words what people are feeling that they can’t articulate. And that’s the other thing that a brand does, isn’t it?”
— Jon (09:41)

6. Creativity, Inspiration, and Vulnerability (10:10–13:04)

• Kory shares how her best poetry emerges in vulnerable, unguarded moments—describing her "Marketing Hall of Fame" poem arriving at an ACDC concert.

"Clearly I let everything down at this ACDC concert... my guard came down and the words just started flowing."
— Kory (10:47)

• Creative breakthroughs often come when not forcing inspiration (e.g., "aha moments in the shower").

7. "Marketing is Poetry" — Kory's Full-Length Poem (13:14–20:18)

• A highlight: Kory performs her poem, weaving her personal journey, brand stories, lessons learned, rejection, resilience, disruption, and possibility into a powerful narrative.
• Quote Excerpts:
  • “By any stretch of the definition, if you really take it down to its fundamental essence, that’s how you make deep connections. That’s also how you compel and captivate—because you’re disrupting the pattern.”
  • “Tis the possibleists that bind the brightest stars that shine. The genesis is you honing your truer view fiercely in the mirror, holding yourself nearer.”

8. Lessons from the Poem: Opposing Forces, Rejection, and Growth (20:18–23:21)

• Jon’s Reflection: Finds “opposing forces” and growth through rejection compelling.
• Kory on Energy: The importance of channeling negative emotions productively (the 5Ps framework, first P = “pissed”).
• Jon’s Reference: Great by Choice study—success is not about luck, but how you respond to setbacks.

“All success is determined by how you responded to a bad luck event or took advantage of a good luck event—it was the response.”
— Jon (22:24)

9. Emotional Regulation and Personal Accountability (23:21–27:16)

• Kory: Emotional regulation and fortitude are as critical in business as in sports, yet often overlooked.
• Friction: She advocates running into, not away from, creative/friction-filled environments for breakthrough results.

“If you can teach people how to walk into that [friction], because on the other side of it, you’re actually going to find something way more magical…”
— Kory (24:01)

• Accountability: Success is rooted in personal responsibility, not external factors.

“The person responsible for everything that happens in your life is you, 100%.”
— Kory (25:46)

10. Curiosity, Innovation, and Embracing the Unknown (27:16–30:38)

• Jon: Recalls the maxim, “Jump and the net will appear.”
• Issey Miyake’s Influence: Kory recalls learning “seek out what you don’t know” from Miyake; success follows consistent curiosity (29:12).
• Expanding Horizons: Purposeful exposure to unfamiliar environments fuels innovation.

11. The Poem’s Debut, Episode Wrap-Up, and What’s Next (30:38–End)

• Poem’s Debut: This podcast marks the poem’s first appearance beyond the AMA Hall of Fame.
• Jon: Praises its depth and universality; suggests it deserves wider sharing.
• Next Episode Teaser: Innovation will be the next "big question."

Notable Quotes

• Kory Marchisotto:

  • "You say marketing, I say poetry." (01:02)
  • "If you use the power of meaningful words… the metrics will follow." (04:16)
  • "Pattern disruption can change the entire mood and energy of the room, and it's one of your most powerful assets." (07:50)
  • "I actually believe in the power of friction. And that is a place most people run away from, I run into. Because that is the place where the magic actually happens." (23:21)
  • "The genesis is you." (25:46)

• Jon Evans:

  • “The secret to something being interesting is it denies a firmly held assumption of the audience.” (08:28)
  • “You put into words what people are feeling that they can’t articulate. And that’s the other thing that a brand does, isn’t it?” (09:41)
  • “All success is determined by how you responded to a bad luck event or took advantage of a good luck event—it was the response.” (22:24)

Timestamps for Key Segments

• 00:35–02:52: Kory defines marketing as poetry and explains her choice.
• 03:02–04:29: Kory’s personal history with poetry and connection to marketing.
• 04:29–06:41: Value of complexity, vulnerability, and art in career highlights.
• 07:29–09:27: Pattern disruption, surprise, and audience attention.
• 10:10–13:04: Spontaneity in creativity; ACDC concert inspiration; the role of vulnerability.
• 13:14–20:18: Kory’s “Marketing is Poetry” poem performance.
• 20:18–23:21: Lessons from hardship, rejection, and the mindset of success.
• 23:21–27:16: Emotional regulation and taking ownership of one’s path.
• 27:16–30:38: Innovation, curiosity, and seeking the unknown.
• 30:38–31:33: Poem’s debut, wrap-up, and next episode preview.

Memorable Moments

• Kory’s Poem Recital: An intimate, powerful performance of “Marketing is Poetry” (13:14–20:18)
• ACDC Concert Anecdote: Kory’s creative breakthrough comes at a rock concert, exemplifying inspiration through vulnerability and mental relaxation (10:47)
• Pattern Disruption Studies: Referencing the role of surprise and breaking expectations in creating memorable brand (and poetic) moments (08:09–09:27)
• Accountability & Mindset: Fierce dialogue on personal responsibility in career and life success (23:21–27:16)

Tone and Delivery

Engaging, candid, and unfiltered—Jon and Kory blend professional insight with personal storytelling. The tone is energetic yet reflective, mixing lightness (banter, analogies) with depth (poetry, vulnerability, hard-won wisdom).

Final Thoughts

This episode reframes marketing as not just business practice, but as an art—rooted in language, pattern disruption, vulnerability, friction, and the willingness to embrace the unknown. Kory’s poem is a testament to marketing’s power to inspire, connect, and elevate—reminding listeners that “the genesis is you.”