Is your marketing making promises that your business isn’t delivering?
Jim Schleckser welcomes author, speaker, and agency founder Ron Tite to explore how CEOs can connect purpose, strategy, and marketing through his Think Do Say framework. Ron explains why true purpose needs a clear connection to how a company makes money, grows, and serves its customers.
Discover how to turn your company’s beliefs into actions employees can own and messages customers can trust. Jim and Ron also discuss using AI to improve insights and creative thinking, choosing marketing channels with intention, and maintaining quality as content becomes easier to produce.
Listen to the episode for a practical approach to aligning what your company believes, what it does, and what it says.
Marketing That Earns Attention and Builds Trust
02:00: The changing advertising landscape
Ron Tite explores how agency consolidation, shrinking margins, and new technology are reshaping advertising. He explains why original ideas remain essential as businesses navigate these changes.
06:00: Better thinking before more content
AI can help companies produce marketing faster, but Ron warns that speed alone can multiply mediocre work. He encourages leaders to use AI for stronger insights, better personalization, and more informed creative decisions.
09:00: Creativity and channel selection
Jim and Ron discuss how traditional advertising can complement digital marketing and B2B content. Ron shares how his agency combines billboards, business magazines, video, and search in a broader campaign.
11:00: The cost of chasing every platform
Ron cautions against jumping to new social platforms before developing an effective approach on existing channels. For businesses with limited budgets, constant switching can prevent meaningful learning and greater efficiency.
13:00: Why customers still need trusted guidance
Using the music industry as an example, Ron explains how greater choice can create demand for trusted sources that help people decide. Jim and Ron connect this need for guidance to the value businesses can provide their customers.
Connecting True Purpose to Strategy, Action, and Communication
14:00: Delivering before making promises
Ron introduces his Think Do Say framework and explains why action should come before external communication. True purpose becomes credible when a company’s operations and customer experience support its marketing promises.
18:00: A belief that creates room to grow
Ron describes true purpose as a fundamental belief connected to what a company sells and how it grows. Using LEGO as an example, he shows how a broader belief can guide expansion beyond an existing product.
19:00: Giving employees a connection to purpose
Ron shares a simple framework that links company beliefs to specific actions and the unique way the business delivers them. By applying it to individual roles, employees can see how their daily work contributes to the organization’s true purpose.
26:00: Judging AI-assisted work by its quality
Ron argues that the quality of the final output matters more than the tools used to create it. He encourages leaders and creatives to maintain their standards and keep improving work that falls short.
29:00: Sharing valuable thinking as search evolves
Ron acknowledges that tactics for visibility in AI-driven search are still changing. His advice is to keep developing and distributing valuable ideas while learning how emerging channels work.
About Ron Tite
Ron Tite is a former ad executive turned founder, speaker, author, and comedian — and when it comes to marketing and brand strategy, few people bring the depth of experience he does.
As founder and CSO of Church+State, a top Canadian creative agency, Ron has spent his career challenging the conventions of traditional advertising — creating work that entertains, earns attention, and drives real business outcomes. Before that, he led creative at some of the biggest global agencies in the world.
He is the bestselling author of Think Do Say, The Purpose of Purpose, and Everyone’s an Artist, and a globally in-demand keynote speaker who has spoken for companies like RBC, Microsoft, and American Express.
His unique blend of strategic thinking, creative leadership, and real-world application makes him the perfect guide for anyone ready to stop guessing and start growing with clarity and confidence.