Bad Ideas as the Shortcut to Creativity (with Jason Keath) | Ep. 26

Charlie Riley, joined by co-host Greg Wise, sits down with Jason Keath — author of More Bad Ideas and co-founder of Social Fresh. What began as a series of social media conferences has evolved into a full agency, and Jason brings a unique perspective on creativity, marketing, and the future of agencies.ㅤJason shares his “bad idea methodology,” a simple process of writing down 25 obvious or absurd ideas in ten minutes to unlock creativity and get unstuck. The conversation covers the cyclical nature of marketing, the rise of creator-led brands, the balance between performance and creativity, and how constraints can fuel innovation.ㅤFrom Spotify’s iconic “Thanks 2016, it’s been weird” campaign to Reddit’s six-second Super Bowl ad, Jason highlights bold, surprising work that stood out because teams questioned norms. He also reflects on the evolution of Social Fresh, the impact of AI on agencies, and why a human-in-the-loop will remain essential for creative excellence.ㅤ👤 Guest BioJason Keath is the co-founder of Social Fresh and the author of More Bad Ideas. Starting in the agency world as a creative, Jason went on to lead social strategy before launching Social Fresh in 2008 as a conference series. Over time, it grew into a full agency with a focus on audience-centered strategy and creative innovation. Jason also curates insights through his newsletter and develops tools for marketers, including AI prompts for creativity.ㅤ📌 What We CoverThe “bad idea methodology” as a repeatable shortcut to creativityWhy obvious and absurd ideas broaden thinking and spark noveltyCyclical patterns in marketing and the tension between safe and bold workThe rise of creator-led brands, influencer marketing, and short-form videoBalancing creativity with performance measurement in campaignsAudience-centered strategy and using research to shape messaging across channelsExamples of bold creative campaigns, including Spotify and RedditHow questioning constraints opens new possibilities for marketersThe evolution of Social Fresh from 2008 conferences to today’s agency modelThe role of AI in marketing and why human tastemakers remain essentialㅤ🔗 Resources MentionedJason’s book: More Bad Ideas (available via MoreBadIdeas.com)Social Fresh (agency and conference)Spotify “Thanks 2016, it’s been weird” campaignReddit six-second Super Bowl adㅤLow-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.