Get the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa). I wish I could just tell people what they should do. Whether it was people on my team who reported to me, potential customers, or even my own kids. But that approach has a major flaw – they will resist. Heck, I would resist, too. It reminds me of a lyric from Pearl Jam’s Eddie Vedder, “The wisdom that the old can’t give away.” So what can you do? I love how this episode’s guest put it in his podcast guest application, “It's not just about having the right answer, but about leading people along the journey to understand why that answer is the right one.” Joining us in our latest episode to share the story behind that lesson, along with many more lesson-filled stories, is Michael Freeman, VP of Marketing, Airbase (https://www.airbase.com/).  Airbase recently raised $60 million in mid-2021 in a Series B round of financing led by Menlo Ventures. Freeman leads a team of 28 marketers, sales development reps, and revenue operations professionals. Stories (with lessons) about what he made in marketing Some lessons from Freeman that emerged in our discussion: Continuous improvement/ABT (always be testing) over one-off campaignsHarness technology to enhance customer experienceNever forget that we are all peopleThe "how" of execution is just as important as the "what"It's not just about having the right answer, but about leading people along the journey to understand why that answer is the right one.If something is worth doing, do it well.Related content discussed in this episode How I Made It In Marketing podcast (https://marketingsherpa.com/podcast) MarTech Chart: Biggest technology innovation challenges (https://www.marketingsherpa.com/article/chart/biggest-technology-innovation-challenges) Corporate Marketing: Feedback is respect (podcast episode #44) (https://www.marketingsherpa.com/article/interview/corporate-marketing) About this podcast This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course. This article was distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more articles like this one. Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application