This one’s a teaser. Fab’s full, off-the-record conversation with Phill Agnew, host of Nudge, the UK’s number one marketing podcast, runs well over an hour and lives inside the AMS All-Access classroom. Here’s a taste of what you’re missing.
About Phill Agnew
Phill Agnew hosts Nudge, the UK’s number one marketing podcast. In case you do not know, the Nudge is a critically acclaimed behavioural science show that has featured guests including Richard Shotton, Rory Sutherland, Tali Sharot, Jonah Berger, Dan Pink and Chris Voss.
In fact, he translates cutting-edge behavioural science into actionable insights for marketers, business leaders and everyday professionals.
Connect with Phill: Click here
About the Nudge: find out more
Why Everyone’s Marketing Is Starting To Sound The Same
A 2025 study of 300,000 Reddit writing-prompt comments found language variety held steady for years, then dropped off a cliff right around when ChatGPT took off.
“All of that wonderful, interesting variety that we used to have is subtly being changed and everyone is starting to sound the same.”
Phill Agnew
- The tell-tale signs: short sentences, dashes, the same structural patterns, regardless of who’s writing
- The same flattening is happening inside marketing, as the interesting, varied voices quietly disappear into the same AI-flavoured beige
Sounding Different Is Worth The Discomfort
Phill’s advice: do the weird thing, even the “nine-month silly experiment” people will tease you for once it’s done.
- Sounding different, even clumsily, beats sounding beige, and beats asking AI to write it for you
- Blending into the masses is the one outcome that costs you the most, long-term
“The more connections you have, the more lucky you are. You become luckier if you’re connected with more people.”
Phill Agnew
The One Test That Makes You Luckier
Phill points to psychologist Richard Wiseman’s research on Kevin Bacon’s “six degrees of separation”: some people can reach a stranger in three connections, others need twenty.
- The difference wasn’t random, it tracked with how many genuine connections people had built and maintained
- His challenge for this week: make one more connection. Buy the coffee, ask about someone’s work, do the groundwork before you pitch
Sounding different, on purpose, is still the safer bet than sounding like everyone else.
The full, off-the-record conversation with Phill is inside the AMS All-Access classroom. Grab your ticket for a season of learning, and go find Nudge wherever you get your podcasts.