Monica Ballard knows why marketing campaigns fail. It’s not for lack of clever slogans, talented spokespeople, or catchy jingles. Monica says ad people fail when they try to project “perfection” rather than authenticity, which requires that you acknowledge the struggles and risks inherent in running a business. Monica is a veteran marketing strategist, storyteller, and one of the elite Wizard of Ads partners.

Drawing on her background in theater, radio, and live performance, Monica explains to roving reporter Rotbart and deputy rover Maxwell why empathy and emotional honesty create bonds with customers that no discount or gimmick ever could. Being real isn’t a liability, Monica assures us. It is a decisive competitive advantage.