What happens when a philosopher, a pyrotechnics entrepreneur, and a tech ethicist walk into a boardroom? You get Reid Blackman—author of "Ethical Machines", host of a podcast by the same name, and founder of Virtue, a consultancy helping Fortune 500 companies navigate the ethical risks of AI. In this episode of Leveraging Thought Leadership, we explore the collision of ethics, emerging tech, and organizational complexity.

Reid shares his unorthodox journey from selling fireworks out of a Honda to advising top executives on responsible AI. He discusses how AI creeps into organizations like a Trojan horse—through HR, marketing, and internal development—bringing serious ethical challenges with it. Reid explains why frameworks are often oversimplified tools, why every client engagement must be bespoke, and why most companies still don’t know who should own AI risk.

We dive into the business realities of AI risk management, the importance of moving fast in low-risk sectors like CPG, and the surprising reluctance of high-risk industries like healthcare to embrace AI. Reid also outlines how startups and tech-native firms often underestimate the need for ethical oversight, and why that’s a gamble few can afford.

If you want to understand how to future-proof your brand’s reputation in an AI-driven world—or just love a good story about risk-taking, philosophy, and Led Zeppelin-fueled entrepreneurship—this is the episode for you.


Three Key Takeaways:

• AI Risk Is Organizational, Not Just Technical
Ethical AI risk isn’t the sole responsibility of the CIO or tech team—it's a company-wide issue. AI often enters through non-technical departments like HR or marketing, creating reputational and legal risks that leadership must manage proactively.

• Frameworks Are Overrated—Bespoke Solutions Win
Reid challenges the reliance on generic frameworks in thought leadership. Instead, he emphasizes the need for bespoke, agile solutions that are deeply informed by organizational structure, goals, and readiness.

• Reputation Drives Readiness for Ethical AI
Large brands in low-risk sectors (like CPG) are often quicker to adopt ethical AI practices because the reputational stakes are high. In contrast, high-risk sectors (like healthcare) are slower due to the complexity and fear surrounding AI implementation.

If the episode with Reid Blackman sparked your interest in the ethical implications of thought leadership in rapidly evolving fields like AI, then you’ll find a compelling parallel in our conversation with Linda Fisher Thornton. Linda dives into the broader responsibilities of thought leaders to ensure their content is not just smart, but also ethical, inclusive, and meaningful. While Reid examines AI as a fast-moving ethical challenge that demands bespoke, responsible oversight, Linda zooms out to highlight how thought leadership, in any domain, must be built on a foundation of trust, transparency, and long-term value creation. Both episodes challenge leaders to do more than inform—they must lead with conscience and intention. Listen to Linda’s episode to explore how ethics can—and must—be the throughline of every thought leadership strategy.

How do you prepare a first-time leader to succeed when everyone’s watching?

In this episode of Leveraging Thought Leadership, Bill speaks with Noel Massie, former VP of US Operations at UPS and author of the upcoming book "Congrats, You've Been Promoted "(June 2025). Noel spent his distinguished career at UPS mentoring new leaders and guiding them through the challenging transition from individual contributor to manager. Recognizing a critical gap in available resources specifically designed for newly promoted frontline leaders, he decided to write the book he wished he'd had earlier in his career.

Noel introduces powerful frameworks, including the "4 by 5 method" and the "BEST principle," designed to help young leaders navigate complex leadership moments confidently. Drawing on his experiences—such as leading teams where individuals often had decades more experience—he highlights the essential role clear communication and defined expectations play in managing teams effectively.

Throughout our conversation, Noel underscores the responsibility of seasoned executives to engage directly with frontline staff, nurturing the next generation of leaders through active mentorship. He shares personal stories that reveal why mentorship and leadership development became not just his professional focus, but his enduring passion long after retirement.

This episode offers invaluable insights for leaders at any stage, emphasizing that great leadership is fundamentally about investing in others.

Three Key Takeaways:

• Leadership Development Requires Intentionality - Effective leadership doesn't happen by accident. Leaders must intentionally communicate their values, clearly define expectations, and invest in ongoing training, especially for newly promoted managers stepping into challenging roles for the first time.

• Mentorship is Central to Successful Leadership - Great leaders actively mentor their teams, engaging directly with individuals regardless of their position within the organization. Noel emphasizes that the greatest legacy a leader can leave is measured by the success of the leaders they help develop.

• Practical Frameworks Empower New Leaders - Noel's "4 by 5 method" and "BEST principle" offer structured, actionable guidance for handling difficult leadership moments. These frameworks help young leaders maintain control, build their confidence, and foster positive team dynamics—critical elements for successful frontline leadership.

If you enjoyed this conversation on how to successfully prepare new leaders and the importance of mentorship, I highly recommend going back to our very first episode featuring Chester Elton. Chester dives deep into how recognition, mentorship, and intentional leadership practices shape thriving organizational cultures. Together, these two episodes offer powerful insights and actionable strategies for building and supporting effective leaders at every level of your organization.

How do you build genuine trust when AI-driven automation floods our lives?

In this engaging episode of Leveraging Thought Leadership, I sit down with Ashley Faus, author of "Human Centred Marketing: How to Connect with Audiences in the Age of AI", to explore the irreplaceable role of authentic human connection in today's tech-heavy marketing landscape. Ashley argues that while AI can streamline content creation and amplify messaging, the core elements of trust—authenticity, empathy, and credibility—can only be forged through real human interactions.

We discuss practical ways marketers can move beyond outdated funnel approaches, introducing Ashley's innovative "Content Playground" framework, designed to engage audiences dynamically rather than forcing them down a rigid path. Ashley also shares insights on her "Four Pillars of Thought Leadership," providing a clear structure for developing credible, authentic voices that stand out even in a crowded digital space.

Highlighting real-world examples, Ashley demonstrates how AI often falls short in understanding nuanced human preferences and emotions, reinforcing the need for marketers to maintain strong, direct relationships with their audiences. Ultimately, she makes a compelling case for why embracing our human quirks and personal authenticity is essential for lasting audience connection in the AI era.

Three Key Takeaways:

• Human Connection is Irreplaceable: Despite the efficiencies AI can offer, true marketing success hinges on authentic human connection and trust—something automation simply cannot replicate.

• Shift from Funnels to Playgrounds: Marketers should move away from rigid funnel-based approaches and instead adopt dynamic, audience-centric strategies, like Ashley’s "Content Playground," which encourages organic exploration and engagement.

• Authenticity Drives Thought Leadership: Building credibility in thought leadership requires authenticity and empathy, grounded firmly in genuine interactions and consistent personal voice, elements AI struggles to mimic convincingly.

If you enjoyed Ashley's insights on human-centered marketing and building authentic trust in the age of AI, I highly recommend checking out Peter Winick's conversation with Bill Bice in Episode 157. Bill offers valuable perspectives on how data-driven content marketing and analytics can illuminate the customer journey, reinforcing Ashley's points on authenticity and meaningful audience connection. Together, these episodes provide a comprehensive view of modern marketing, blending human empathy with smart, strategic insights.

Give it a listen!