Breakthrough brands don’t come from playing it safe. In this episode of Soul & Science, Jason Harris is joined by Ben Whitla, Head of Brand and Marketing at Slate Auto, to explore how bold creativity and disciplined measurement come together to build a brand that stands out. From his unconventional path as a self-taught designer to helping Great Big Story and launching a disruptive EV startup, Ben shares the experiences that shaped his approach to modern marketing. Ben and Jason dive into Slate Auto’s radically different go-to-market strategy: They placed unbranded cars on the street to spark internet sleuthing, and balanced storytelling with real product education. They also discuss how to find and dominate white space in crowded markets, why the best ideas often feel uncomfortable at first, and how brands can scale without losing their edge. Ben also explains why great marketing starts with the right people, how brand and performance must work together, and why simplicity can be a powerful competitive advantage. ⏱️ Chapters Brought to you by Mekanism.