The Profession That Makes Everyone Else Look Great - with Heather Campbell

The Trending Communicator · Sep 8, 2026 · 1h 10m

Try this at your next industry conference: ask a communicator when they last looked at a piece of work and said "that was good," and stopped there. No "but."

Chances are you'll get a blank stare, because we spend our careers making CEOs, brands, and clients look great, and somewhere along the way we started grading ourselves on the same curve: great work, great campaigns, the trophy wall. And now that AI has turned "do more with less" into "do everything by end of day," nobody seems to have paused to ask what "more" actually means, or who decided that good wasn't enough.

In this episode of…