Your next CMO will build agents, but real strategy can't be prompted with Julie Mossler | Episode 7

Julie Mossler built the comms function at Groupon through its IPO, ran brand at Waze through the Google acquisition, and has been a four-time CMO across web2.0, crypto, and AI. Now she runs Common Fortune, advising founders on go-to-market and category building.This conversation covers building brands from the inside out, why small cross-functional teams outperform org charts, what AI is doing to marketing roles, and why attention might be the last real moat.Key ThemesCulture builds the brand, not the other way around. Groupon's voice came from comedy writers and improv actors. Julie built Groupon's PR prowess on top of that culture, where most comms teams rein in their creatives.Speaking of reins, AI might be automating more and more operations, but it will never know when to put the pony in the freight elevator.Small teams with decision-making authority multiply output. The best ideas aren't limited to roles, titles, silos, or seniority.AI is collapsing junior roles, not eliminating marketing. One hire who builds agents replaces the headcount that used to do copywriting. The CMO of the future builds tools and tells stories.Sycophantic AI tells you your ideas are great. Real strategy can't be prompted. Read the zeitgeist, make bets, and learn from mentors who've honed their skills over decades.Attention is the last moat. Anyone can ship a product or press release; the differentiator is getting people to care and to keep coming back.Key TakeawaysHire for personality and judgment. Scripts can't compete with someone who knows how far to take it.Cross-functional teams surface growth ideas that fall through the cracks of individual job descriptions.Campaigns end. Infrastructure compounds. Invest in briefs and knowledge bases. If you can't critically evaluate AI output about your domain, you don't know your domain well enough.Don't build a Ferrari to drive to the grocery store. There's no point in automating operations for a business without traction.Find a mentor. Strategy is learned through people, not prompts.Chapters00:00 - Introduction01:38 - The Collapse and Rebirth of Media05:14 - Journalists Learning to Vibe Code06:46 - How Julie Picks Winners09:20 - Inside Groupon's Editorial Machine14:07 - Improv Actors in Customer Service19:38 - The Pony in the Freight Elevator22:23 - Categories Worth Watching Now28:46 - Small Cross-Functional Teams and Leveraging Volunteers at Waze36:52 - Where the Junior Roles Go40:20 - Strategy Can't Be Prompted43:33 - Campaigns End, Infrastructure Compounds48:56 - The Ethics of AI Tool Choices53:10 - Human Skills Julie is Long On58:01 - We Shape Our Tools, And Thereafter They Shape Us1:01:15 - Don't Build a Ferrari to go to the Grocery Store1:03:10 - Attention Is the Last Moat1:06:07 - Julie's Novel and Accountability Time1:09:16 - Limitless PossibilityLinksJulie Mossler: https://www.linkedin.com/in/juliemossler/Groupon: http://groupon.com/Waze: https://www.waze.com/About The HostTim Courtney works with leadership teams on community product strategy and co-creation programs. If this episode sparked something for your team, get in touch: http://roundabout.community.