The internet is drowning in ‘slop’- and George Howes has a fix.

The former creative lead at Eucalyptus believes the solution to this ‘creative problem’ starts with a feedback loopand ends with a new kind of intelligence.

After leading one of Australia’s fastest-growing startups through a wave of performance marketing breakthroughs, George walked away to build something better. That “something” became Magic Brief: a tool that captures creative intelligence, not just analytics.

In this episode of Wild Hearts, George takes us inside the machine. From his 15 principles of high-performing teams to how AI can (and should) unlock—not replace—creativity, this is a wide-ranging conversation going deep on marketing and product.

In this episode, we cover:

📈 The 15 traits of high-performing creative teams

🧠 Why feedback loops—not freedom—unlock the best work

🤖 How AI can enhance creative strategy without replacing it

🎨 Why taste still matters in a world of AI-generated content

George Howes gives a masterclass in the intersection of AI, creative strategy, and product velocity. If you're in marketing, this is one you’ll want to play twice.