Humanize Your Brand to Win - Steve Fortunato - Marketing Agency Power Hour - Episode # 040
In this episode of Marketing Agency Power Hour, host Cal Wilder sits down with Steve Fortunato, Founder and President of Shovel the Sidewalk, to unpack how brands can break through the noise by leading with authenticity, strong audio, and real human connection.
Steve shares why he intentionally works in the business instead of scaling away from client work, how unscripted conversations consistently outperform polished marketing content, and why audio is the most powerful (and overlooked) element of video storytelling. He also explains the philosophy behind “Shovel the Sidewalk” and how small details can make or break a brand. They explore humanizing brands across B2B and service industries, creating content that shows real people doing real work, balancing business growth with family priorities, and why authenticity is the antidote to AI-generated content.
Takeaways
- People connect with people, not products, humanizing your brand creates trust and differentiation in every industry.
- Audio quality and natural sound matter more than visual perfection when it comes to emotional connection.
- Unscripted conversations lead to more authentic, engaging content than rigidly planned messaging.
- Working hands-on in the business can drive better results and greater client satisfaction than scaling too early.
- Small brand details matter just as much as big campaigns, everything impacts perception.
- Being genuinely yourself won’t attract everyone, but it will attract the right audience.
Connect with Steve:
- LinkedIn: https://www.linkedin.com/in/stevefortunato/
- Shovel the Sidewalk Company Website: https://shovelthesidewalk.com/
- Sidewalk Talk Podcast: https://www.youtube.com/@sidewalktalkpodcast/featured
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