Human judgment in a machine-speed world
The CMO role
isn't dying.
It's being reset.
AI has made execution abundant. Judgment, taste, originality, and trust are becoming scarce.
On sale November 18, 2026. Hardcover, paperback, ebook and audiobook.
The Big Bold CMO
The Leadership Reset AI Demands
The Great Inversion
Execution
Judgment
What AI changes
Execution is becoming abundant.
Judgment is becoming scarce.
- Judgment
- Taste
- Originality
- Trust
The scarce assets aren't technical. They're human.
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The Book
The Big Bold CMO
The Leadership Reset AI Demands
210 pages · Launching November 18, 2026
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On sale November 18, 2026. Pick your format and store.
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Moore's Law doubled every eighteen months. AI capability is doubling even faster. The constraint is no longer execution. It is quality judgment, direction, taste, and the conviction to know what's worth making at all.
Drawing on twenty-five years leading global B2B marketing through every rebuild of the function, Matt Gosselin maps out the moment, why the playbook built for the broadcast era can't survive the agentic one, what the new CMO stack actually looks like when AI is the product, the audience, and the instrument, and why humans remain the point.
Matt Gosselin
Twenty-five years leading B2B marketing through every rebuild of the function.
Praise
Praise for The Big Bold CMO
“I went into this expecting another polite marketing book about prompt engineering and tool stacks. Instead, Gosselin holds up an uncomfortable mirror to the entire function. The Big Bold CMO calls out the real cost of protecting legacy habits and gives leaders the courage and the architecture to stop curating the museum and start building the future.”
Jason Spaulding
Global Product Marketing Lead, EY
“I worked with Matt at Persistent Systems, and what I remember most is how he treated people when nobody was watching. So when I read the book, I wasn’t surprised that a book about the CMO job in the AI era ends up being about people. He’s always cared about that part more than most. Humans at the helm, always. I’d tell any marketing leader to pick it up.”
Gurvinder Singh Sahni
Chief Marketing Officer, Altimetrik
“AI will keep changing the tools. What won’t change is the skill Matt has mastered: diagnosing the opportunity and seeing the pattern that turns it into an outcome. This book prepares marketing leaders to make AI their superpower.”
Derik Sutton
CMO, Autobooks
Foreword by Dr. Koen Pauwels, Distinguished Professor of Marketing, Northeastern University
Available now
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“The machine isn't the enemy.
Apathy is.”
Big Ideas
The ideas behind the reset
Five arguments running through the book, the keynotes, and the writing.
Ideas should
move people.
Matt speaks with executive audiences about AI, marketing, leadership, human originality, and what happens when execution becomes nearly free.
Talk 01
The Big Bold CMO
The Leadership Reset AI Demands
Talk 02
The Great Inversion
What Happens When Execution Becomes Nearly Free
Talk 03
Human Originality in the Age of AI
Why the Machine Isn't the Enemy. Apathy Is.
The reset has
already started.
The question is what kind of leader you'll be inside it.