Breaking the Bland: Humanising B2B with Paul Cash

Why “Boring” is Over – How Bold, Human-Led Marketing is Reshaping the B2B Landscape

What does it take to break through the noise in B2B marketing? In this episode of Uncomfortable Conversations, I sit down with Paul Cash - creative maverick and founder of Rooster Punk - to explore why it’s time to ditch the “safe” playbook, embrace vulnerability, and put people (not products) at the centre of your brand story. Get ready for honest insights, big laughs, and practical tips to help you put humanity and creativity back on the boardroom agenda.

If you’re tired of lead-obsessed, copy-paste marketing tactics and blue-tinted stock photos, this episode will reignite your passion for bold, human-led B2B. Louise and Paul share war stories, practical strategies, and behind-the-scenes moments, including the viral “B2Bland” campaign that had LinkedIn talking.

Key Talking Points:

• Why B2B Brands Need to Be Brave: Paul reveals why “brand shouldn’t be a luxury, it’s a staple,” and how likability and emotion can transform business outcomes.

• The Power of Storytelling: From boardroom buy-in to sales enablement, learn why story-driven brands outperform the competition (and how to build your own).

• Overcoming Fear and Conservatism: Discover the psychology behind risk-averse cultures, and how marketers can champion creativity in even the most traditional organisations.

• The Rise of the Employee Brand: Paul and Louise discuss why trust, authenticity, and personal branding are the secret weapons for modern B2B marketing.

• Real-world Wins (and Fails): The inside scoop on Rooster Punk’s boldest campaign yet, and how “bland” became the talk of the industry - plus practical advice for making your brand memorable.

Jump-to Timestamps

00:00 – 03:30: Louise’s introduction & why Paul Cash is a game-changer

08:40 – 11:50: Brand shouldn’t be a luxury - making the case for humanising B2B

17:20 – 22:00: The B2Bland campaign: Behind the viral spoof

25:00 – 28:00: Why bravery matters - getting buy-in for bold ideas

30:55 – 32:00: The rise of the employee and personal brand

39:00 – 41:00: Practical advice for owning the narrative & storytelling in the boardroom

44:45 – End: Day-one lists, trust, and how to get your brand on the shortlist

Listen Now

Ready to challenge the status quo? Hit play below, or jump to the sections above for the moments that matter most.

Listen on Spotify

Get in touch!

I would love to get your questions, ideas and feedback about the Uncomfortable Conversations series, email lmahrra@gmail.com

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