Stacey, you’ve built Co-Communications over nearly three decades, starting with a background in media and advertising. What first drew you to this work, and how has your vision for the agency changed since 1998?

What first drew me to this work was a long-standing fascination with communication: why certain messages resonate with people while others do not. Before launching Co-Communications in 1998, I worked at CBS and in the advertising industry, and those experiences helped shape my approach to marketing, communications, and brand strategy.

Over time, that original curiosity grew into something broader. Co-Communications began as a full-service marketing and communications agency, and my work has since expanded into writing, teaching, public speaking, and helping both organizations and individuals build stronger brands.

You’ve seen the marketing and communications industry evolve over nearly three decades. What do you see as the biggest changes, and what do businesses need to do differently today to stay relevant?

In many ways, today’s environment reminds me of the early days of the internet. There was a lot of uncertainty, everything was changing quickly, and it felt like the rules were being written as we went. I think we’re seeing something very similar with AI today.

The biggest change is the sheer volume of information competing for people’s attention. Consumers are overwhelmed with messages every day, which means businesses can no longer afford to blend in or rely on generic marketing. More than ever, they need to communicate clearly what sets them apart and why customers should choose them over the competition. If that value isn’t obvious from the outset, people will simply move on. That’s why differentiation has become more important than ever.

"Every brand and every entrepreneur needs to answer one question clearly: Why should someone choose you?"

AI is reshaping the marketing industry at an extraordinary pace. How do you see the relationship between artificial intelligence, creativity, and strategic thinking evolving?

AI still feels a little like the “Wild West.” We’re all navigating it in real time, which is why it’s so important to use it ethically and responsibly. In our agency, we use AI to improve efficiency and streamline certain processes, but we’re careful not to let it replace the strategic thinking, creativity, and human insight that great communications depend on. That means AI should support the work, not define it. While technology can generate content, it can’t replace judgment or experience, and we’ve even had clients submit AI-generated work that simply wasn’t good enough to put our name behind. At the end of the day, everything comes back to reputation. The work can’t just be good; it has to be great.

That’s why strategy remains so important. One of the biggest mistakes businesses make is jumping straight into tactics without first understanding their audience, positioning, or competitive environment. AI can support execution, but it can’t replace strategic thinking.

"Technology can accelerate the work, but it cannot replace the thinking behind it."

If you were advising a small business today, what would you tell them about building a brand that people genuinely trust and remember?

Small businesses are all subject matter experts in something, whether that is law, sustainability, or a niche service area. But expertise alone is no longer enough. People do business with people they know, like, and trust, and especially in smaller businesses, decisions are often driven as much by emotion and trust as by logic.

That’s why the CEO or founder has to be visible. You have to be out there building a brand that people can connect with on a human level, and that means developing thought leadership. It can take many forms, from writing articles and speaking to appearing on podcasts, entering awards, and engaging with communities. There are many ways to do it, but the key is to show up consistently.

You’ve built a successful career in marketing and communications. As you look ahead, what excites you most about this next chapter?

I’m currently working on another book, this time on storytelling, which I’m co-authoring with my twin sister, a professor at Johns Hopkins University who teaches storytelling. The project grew out of conversations about how marketing is changing with AI and why storytelling is becoming even more important, not less.

As AI generates more and more content, authentic human storytelling becomes the differentiator. We’re already seeing roles like Chief Storytelling Officer emerging, with companies actively hiring for storytelling skills. That’s why this project sits at the intersection of education, marketing, and the future of communication. For me, it also connects to something very personal: finding your own identity and voice. That is ultimately what storytelling is.

For more information about Stacey Ross Cohen and Co-Communications, visit Co-Communications.