Makes You Wonder

Welcome back to Makes You Wonder - the podcast for marketers, creators, and optimists building at the edge of brand and AI.In this episode, Oskar is joined by Peter Markey, Chief Marketing Officer at Boots, one of the UK’s most iconic and enduring retail brands. Peter shares a refreshingly human take on how legacy brands can keep pace with culture, tech, and AI - without losing their soul.From embracing virtual production and personalization to drawing the line on AI-generated models in health and beauty, Peter is clear-eyed about the opportunities and limits of tech in creative work. He also unpacks how improv comedy helped him unlock creativity as a leader, and why soul, emotion, and human connection still matter more than ever in marketing.In the episode:👢 Why “Good old Boots” had to become “Wow Boots”👢 How to embed innovation without losing trust👢 The real job of a CMO today - and how Peter runs a 150-person team👢 Where AI helps most: from creative scaling to Co-Pilot-assisted job descriptions👢 Why marketers should watch The Mandalorian and Pixar as creative inspiration👢 Practical advice for CMOs on applying AI without losing your teamPeter also gets personal about:

• Why Star Wars changed his life
• How improvisation reshaped his leadership
• The future he’s manifesting for AI in marketing

Welcome to Makes You Wonder! On this ep, Oskar catches up with creative leader Nate Fox to talk about how process, experimentation, and technology work together to fuel creativity. With experience spanning Wells Fargo, Robinhood, and even the creator economy at Mr. Beast’s headquarters, Nate offers a unique perspective on how ideas are brought to life.

They discuss:

⚡ How side projects act as sandboxes for creative experimentation

⚡ Why limitations are essential for sparking innovation

⚡ The growing role of micro-creators and niche content in branding

⚡ Practical strategies for leveraging AI to enhance creative collaboration

⚡ Nate’s “just add value” philosophy for building a standout career

Whether you’re a creative professional, marketer, or someone curious about the future of storytelling, we’re sure you’ll love this one.

Media References

• Focus (Harvard Business Review series)
• The Diary of a CEO podcast
• Robinhood’s “This Week in Crypto” series
• Wells Fargo campaigns
• Mr. Beast

This time on Makes You Wonder, Oskar sits down with Tay Guan Hin— award-winning creative director, speaker, and the author of Collide: Embracing Conflict to Boost Creativity. From his work with global brands to fostering creative growth in emerging markets, Tay shares how curiosity and conflict drive the most impactful ideas.

The conversation covered a lot of ground:

💚 How AI is reshaping creativity and becoming “Amplified Imagination”

💚 Why creative conflict is key to unlocking great ideas

💚 The role of curiosity and collaboration in building a standout career

💚 Insights from bringing creative innovation to markets like Mongolia

Guan’s unique perspective combines decades of hands-on creative leadership with a forward-looking optimism about the role of AI in amplifying human potential.

In this episode, Oskar welcomes Chloé Sondervorst, a radio producer at CBC/Radio-Canada and digital media creator, to discuss the intersection of AI, storytelling, and public media. Chloé shares her journey from studying philosophy and East Asian studies to becoming a leading voice on technology and its impact on society, with a focus on younger audiences.

We explore: • How AI can enhance journalism and storytelling • The balance between human creativity and AI tools • Why public media must evolve to serve diverse, modern audiences • The role of philosophy in understanding technological change • How creativity flourishes when we embrace imperfection

Chloé also shares her thoughts on AI’s potential to create community and meaningful experiences, her experiments with TikTok, and the challenges of fostering curiosity in a media landscape that’s constantly shifting.

If you’re fascinated by the crossroads of technology, creativity, and media—or curious about how to navigate the new age of AI-driven storytelling—this episode is for you.