The Anti-Playbook for Modern Brand Builders

If your brand feels more like a dusty whitepaper than a bold statement, you're doing it wrong.

In this episode, we sit down with Emily Anne Epstein, the content lead behind Sigma’s rapid rise. Emily unpacks why every modern brand needs a POV that punches—and how to create a system where thought leadership isn’t just encouraged, but expected. She shares why content is the engine, not the accessory; how to weaponize data to justify bold creative bets; and what it really takes to stand out in a sea of same.

We also cover

• Why purity tests for AI content are a dead-end distraction
• How Sigma uses attribution data to justify every content decision
• Why you don’t need a Head of Brand to have a killer brand
• The real secret to scaling thought leadership
• How to inject “punk rock” into your B2B tone without losing credibility