Guest · B2B brand and storytelling
Paul Cash
Founder and Chief Rooster, Rooster Punk
Paul Cash has spent thirty years trying to make B2B feel human. As Founder and Chief Rooster at Rooster Punk and co-author of Humanizing B2B, he works with technology CEOs on brand-led growth from one premise: business is bought by people, and the job of brand is to make a complex company easy to understand and easy to believe in.
About
Paul Cash is Founder and Chief Rooster at Rooster Punk, the B2B brand and storytelling agency, and co-author of Humanizing B2B.
He has spent thirty years in B2B marketing and founded three agencies along the way. Before Rooster Punk he founded Hurricane Marketing, sold to Target Media Communications Group, and co-founded the technology marketing agency Tidalwave. His career began on a placement year at HP and an early job in an ad agency, where one supportive boss gave him the confidence that marketing was his calling. Today he advises technology CEOs on brand-led growth, and argues the work comes down to one thing: understanding the human psychology of the buyer.
Career35 years
- 2014 to now Rooster Punk Founder and Chief Rooster
- 2008 to 2013 Hurricane Marketing Founder and owner
- 1997 to 2013 Tidalwave Co-founder and owner
- 1994 to 1996 Richardson Carpenter Advertising Account Executive
Show earlier roles: HP
- 1991 to 1992 HP Product Marketing Executive
How Paul thinks3 convictions
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Stories build trust
Cash points to oxytocin, the chemical tied to trust and intimacy. Hearing a story raises it by between 10 and 15 percent, which is why a well-told story makes a buyer engage and trust more. In B2B, where trust is the scarce thing, that is the whole game.
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Go deep on the human
Asked what marketing leaders should understand better, Cash does not reach for a channel or a tactic. He sends people back to how buyers actually think and decide. Technology companies hide behind jargon and acronyms, and the work is getting past the speeds and feeds to the person making the call.
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The overrated promise of AI
Cash names this as the most overrated idea in marketing. AI changed the tools, not the need for human connection. As the human question grows louder, he sees leaders investing again in personal brand, real events and the trust that only people build.
