Authenticity and uniqueness are crucial in professional services marketing, where the relationship is key to what you are selling. In this episode, Lise Anne Schwartz welcomes Allison Shapira, author of AI for the Authentic Leader, to share tools and strategies for using AI in communications while maintaining a distinct, human voice. They discuss custom chatbots, the journey through Allison’s Authenticity Loop and their shared love for the beleaguered em-dash.

In this episode:

• (00:00) The authenticity paradox: why AI-generated content loses trust
• (02:49) Why LinkedIn posts are starting to sound the same
• (08:21) The AI Authenticity Loop: a five-step framework for staying grounded
• (12:37) Using AI to show up as your best self in difficult conversations
• (15:48) Building custom chatbots aligned with firm values and individual voices
• (29:21) The secret sauce to authentic communication

Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.

About Right Hat

Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets.

Website: https://allisonshapira.com/ai-for-the-authentic-leader/
LinkedIn: https://www.linkedin.com/in/allisonshapira

Lise Anne Schwartz LinkedIn
Righthat.com

In this episode of Educated Spaghetti: Marketing Ideas that Stick, Lise Anne Schwartz talks with Paul Zimmerman, head of Public Relations and Communication at Michelman Robinson, about the whys, whens and hows of taking the leap into a branding project. They discuss the key ingredients in creating a strong message that resonates with clients, and how to activate it before and after launch. Plus, Paul shares his favorite resource and secret sauce for successful brand building.

In this episode:

• (00:00) What a brand actually is—and what it's not
• (03:52) Why professional services firms overlook branding as a business imperative
• (05:50) Finding the right time to launch a brand project
• (09:30) Why Paul partnered with an agency (Right Hat)
• (16:55) Uncovering "Strategy First" as the core differentiator
• (20:56) Paul's advice: do it right the first time and partner with experts

Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.

About Right Hat

Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets.

Paul Zimmerman LinkedIn

Michelman Robinson
Lise Anne Schwartz LinkedIn
Righthat.com

Ever wonder why some marketers thrive in law firms while others crash and burn?

In this episode of Educated Spaghetti: Marketing Ideas That Stick, Lise Anne Schwartz and Roy Sexton, Chief Marketing Officer at Vedder, dish up ideas on building consensus for professional services marketing projects. They discuss the biggest mistakes of would-be consensus leaders, why Roy loves the word “pilot,” and his surprising take on creating lasting agreement. Plus, Roy shares his favorite resource and secret sauce for getting people to support a new project.

In this episode:

• (00:00) The number one thing holding companies back

• (05:05) Childhood experiences that shaped a consensus builder

• (10:26) Pilot strategy that turns law firm skeptics into advocates

• (17:41) When to proceed without consensus (and how to do it safely)

• (23:54) Why trying to leave a legacy guarantees you won't

• (32:06) Roy's secret sauce: listen more than you talk

About the Host
Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.

About Right Hat
Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets.

Resources
Roy Sexton LinkedIn
Lise Ann Schwartz LinkedIn
Righthat.com

In this episode of Educated Spaghetti: Marketing Ideas that Stick, Lise Anne Schwartz sits down with Alessandra Almeida Jones, Global Chief Marketing Officer at BCLP, to talk about messaging to a global audience. Together, they noodle over whether global marketing exists, the challenges of branding a cross-border merger, and how to build a culturally competent team. Plus, Ale shares her favorite resource and secret sauce for better communication around the world.

In this episode:

• (00:00) Why global marketing doesn't actually exist

• (02:10) How working with a global team differs from local marketing

• (04:02) Building internal networks that give you eyes and ears everywhere

• (06:20) The BCLP merger: creating a brand everyone could recognize themselves in

• (11:24) Why some lawyers say they don't care about brand (but actually do)

• (14:21) The biggest challenge: trying to get everyone to agree on everything

• (16:20) How enduring client relationships became BCLP's differentiator

• (22:02) The biggest mistake people make about marketing globally

• (26:53) Secret sauce: empathy, curiosity, and building relationships with humility

About the Host
Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.

About Right Hat
Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets.

Resources
Alessandra Almeida Jones LinkedIn
Lise Anne Schwartz LinkedIn
Righthat.com

In this episode, find out the meaning behind our unusual name, and get a taste of what professional services marketers will find at the Educated Spaghetti table. Host Lise Anne Schwartz, Brand Strategist at Right Hat, introduces herself and previews her goals for the podcast and its guests.