Christos Makridis: The Art of Clear, Honest Marketing
Thomas Helfrich
✂️Cut The Tie to Everything Holding You Back✂️ InstantlyRelevant.com systemizes your business growth using LinkedIn | Host Top 5% Global "Never Been Promoted" Podcast | Author "Cut The Tie"
Marketing today feels like wading through a swamp. Everywhere you look, there’s another ad, another pitch, another claim that promises the moon but barely delivers a flashlight. And let’s be real, people are over it. So when I had the chance to sit down with Christos Makridis —Stanford guy, professor, researcher, and all-around brainiac—I was curious about his take on fixing this mess. Christos isn’t your typical academic hiding behind jargon. He’s spent years merging the theoretical with the practical, helping organizations create marketing that people actually trust.
He also just launched a class called Brand Backbone, where he’s distilling years of experience into actionable steps for entrepreneurs and marketers who are tired of the noise and ready to get it right.
Our conversation was a wake-up call for anyone trying to cut through the chaos of today’s marketing world. Here’s what I took away.
1. Complexity Doesn’t Make You Smarter
Christos hit the nail on the head when he said, “If you can’t sum up your idea in one sentence, you probably haven’t thought it through.” How many times have you read an article, a sales pitch, or even an email and thought, 'This could’ve been one sentence?' The problem is, people often think complexity equals intelligence. It doesn’t.
In marketing, overcomplicating things doesn’t make you look smarter—it makes people tune out. Christos has mastered the art of simplifying the complicated. He spent years turning dense, technical research into digestible insights that anyone can understand. And he’s not just throwing ideas around—he’s done the work.
“You don’t need to dumb things down. You just need to make them clear.” Whether you’re writing an ad or explaining your product, clarity beats complexity every time.
2. Authenticity Isn’t Optional
People can smell fake from miles away. Christos brought this up early in our conversation, and it stuck with me. “If you don’t believe in what you’re selling, why should anyone else?” he asked. And he’s right. Too many businesses put out marketing that looks good but feels hollow. It’s like eating a beautifully decorated cake that tastes like cardboard.
Authenticity is the foundation of trust. Christos emphasized that your marketing should start with real conviction. If you’re genuinely solving a problem, that’ll come through. If you’re just trying to cash in on trends, people will see right through it.
“Marketing isn’t about being flashy—it’s about being real,” he said. And that’s a message a lot of companies need to hear.
3. Evergreen Content Wins Every Time
Trends are great for a quick hit of attention, but they fade fast. Christos made a strong case for focusing on content that stands the test of time. “Answer the questions your audience is already asking." It’s a simple idea, but it’s incredibly effective.
Instead of chasing every hot topic, think about what your customers consistently care about. That’s where your energy should go. Sure, you can tie in timely hooks to keep things fresh, but the core of your marketing should be built on a solid foundation of evergreen content.
This isn’t just about playing it safe—it’s about creating something that matters. “You want people to come back to your content six months from now and still find it valuable,” Christos explained. And let’s be honest, how often does that happen in today’s marketing landscape?
4. Don’t Let Data Overwhelm the Story
If anyone knows data, it’s Christos. The guy has published over 80 peer-reviewed papers and built a career on analyzing labor markets, emerging tech, and how they intersect. But here’s what sets him apart: he doesn’t let the numbers run the show.
“Start with the story. Then use the data to back it up.” Too many marketers do the opposite. They throw a bunch of stats into their campaigns, hoping it’ll impress people. Spoiler: it doesn’t.
Christos explained that the best marketing connects with people on an emotional level first, and data supports that connection. For example, he’s worked on campaigns where the stats weren’t just numbers—they were part of a narrative that showed real-world impact. That’s the kind of approach that earns trust and keeps people coming back.
5. Be Wary of “Noisy” Agencies
This part of our conversation was eye-opening. Christos shared his experiences dealing with PR and marketing agencies, and let’s just say he didn’t hold back. “Most of them don’t add value,” he said bluntly. “They’re just booking agents.”
He’s not wrong. Too many agencies focus on pumping out content that looks good on paper but doesn’t actually move the needle. They’ll send out thousands of generic emails or slap your name on a press release without understanding your brand or audience.
“A good agency will challenge you. They’ll ask tough questions and tell you if something isn’t a good fit.” The key is finding partners who care as much about your success as you do. And if an agency seems more interested in taking your money than building your brand, run the other way.
The Bigger Picture
Talking with Christos reminded me why marketing, at its core, is about connection. It’s not about chasing trends or throwing money at the latest tech—it’s about understanding your audience, being honest about what you offer, and delivering value in a way that resonates.
Christos is doing some incredible work through his class, Brand Backbone, helping businesses figure out how to tell their stories in a way that’s clear, compelling, and trustworthy. Whether you’re an entrepreneur trying to cut through the noise or a marketer looking to up your game, his insights are worth paying attention to.
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