We’ve been spending time with Pauline.
What comes across vividly when you spend time with her is that…
People matter. Deeply.
Pauline has years in comms.
She’s seen wave after wave of change.
New tools, new platforms, new next-big-shiny things.
She’s watched them arrive at pace.
And seen some disappear just as quickly.
And through all of it, something has remained constant…
The real value isn’t the tools.
It’s the person behind them.
Your judgement.
Your instincts.
Your ability to listen, size up the situation and read the room.
Your experience of what works… and what really doesn’t.
That doesn’t get replaced.
It evolves. It sharpens. It deepens.
Right now, as everything speeds up even more…
That human aspect matters more than ever.
AI can generate but it can’t sense hesitation in someone’s voice.
It can’t spot the idea behind the words.
And it can’t build real trust in a room.
That’s all you. And it’s more valuable than we sometimes give it credit for.
CREATIVE WORKOUT:
The human advantage
This week, we’re building your most powerful creative asset.
You.
Step 1: Get in the room
Say yes to something in person in the coming weeks.
A meeting, a coffee, an event or even a walk.
No overthinking, just go for it.
Step 2: Put yourself first
If you are meeting someone new, don’t open with what you do, your title or your company.
Open with who you are, be curious and let the conversation wander.
Step 3: Notice what you experience (and what AI can’t)
Pay attention to shifts in energy. The body language or tone.
The gaps between words. That’s insight but more than that, it’s creative fuel.
Step 4: Capture one idea
Afterwards, write down one thought, idea or spark that came from that interaction.
Not from a screen but from the person.
Step 5: Use it
Apply that spark to something.
A message, campaign, conversation, or share what you learnt with someone else.
Act on it. Don’t park it.
Why this matters
Much of the world seems to be racing towards an automation of speed and efficiency…
You’re building real value, and that value lives in human connection. The part no tool can replicate.
Accept and embrace the new shiny tech. Use the tools. Move fast when you need to. But don’t forget…
Your real creative advantage isn’t artificial. It’s human. Go use it.
ABOUT PAULINE:
Pauline Smith is an award-winning internal communication specialist and founder of The Comms Smith.
With more than 30 years’ experience across corporate, public and voluntary sectors, she’s helped organisations navigate change, engage people and communicate with clarity during complex moments.
Pauline has worked with global brands including EY, Anglo American and Nissan, combining strategic thinking with empathy, creativity and a genuinely human approach to communication.
She’s also a big believer in the power of conversation, music and connection, which makes her the perfect Guest Bootcamper.
Connect with Pauline on LinkedIn.
www.commssmith.com
THE CREATIVE COOL DOWN:
Look beyond your bubble
Pauline loves music, and this track feels particularly fitting.
Changes – David Bowie.
Everything shifts at some point. Styles. Tools. Technology. Bowie embraced all this. But the ability to adapt, respond and stay curious?
That’s where the magic is. Give it a listen.
