Corrales Cachola

Brand New Voices

Founder

Noreen London Fine Jewellery

Director of Operations and Head of Partnerships

Barret School of  Banking

Marketing Support Specialist

VOON Creative

Principal

Special Olympics Oregon

Contractor

Brand New Voices | Linkedin Top Voice | web3, Storytelling, Marketing & Community strategy

I'm your host, Corrales, the founder of Brand New Voices. 

I'm a strategic consultant, coach, marketer, and educator dedicated to helping founders, leaders, coaches, consultants, creatives, and marketing experts understand their customers, users, technologies, and products from a human-centric lens.

I have a degree in journalism and creative writing, and help my clients understand and implement their brand, marketing, and storytelling in ways that connect with modern consumers who are seeking to align with companies making an impact in the world. 

I do this using a powerful framework I've designed over the years called Human Marketing.
 I've worked with a wide range of companies from Nike to the World Health Organization to Special Olympics, community banks, nonprofits, high-end jewelry designers, and tech startups.

More recently, I have worked with startups in emerging tech industries such as Web3 and AI.

Reach out to me on DMs if you want to chat about a strategy to humanize your marketing and get clarity on your mission and vision in a way that connects with your customers and partners.

How to actually teach AI

Most AI workshops start with:
- Features
- Prompts
- Efficiencies 
- Use cases

My “inside-out” approach flips it:

1. Name a problem that hurts enough to matter.

2. Name the identity that would be proud to tackle it.

3. Only then, map AI onto that identity and the problem.

Examples:

Before: “I help underserved founders tell their story clearly.” → After: how does AI help you listen better, see patterns, and sharpen language without flattening their reality?

Before: “I am the kind of leader who shields my team from BS complexity.” → After: how does AI become our simple coordination system instead of an unstructured free-for-all?

In other words:

Teach people to design a character they’re willing to play in this new system.

Then hand them tools that honor that character.

Human + Tech Alignment • Creative AI strategy • Marketing, Brand, & Storytelling • 25-yr secret weapon for startups, consultants, agencies, and nonprofits.

There’s a big difference between “learning AI” and using AI to create value in the marketplace in new, innovative, exciting ways.

If you’re teaching Ai to clients, this is the first thing you should be asking them to understand what they are truly after.

"Learning AI" and "upskilling" are what I call an "outside-in" approach that people in organizations take when they don't know what they want. 

Creating durable marketplace value is a whole different animal and takes an "inside-out" approach.

The reality is that most companies are just using Ai to automate their own mediocrity. 

They take existing processes no one likes to do and add turbo buttons to them with Ai.

But that's not going to lead to real transformation because it’s just speeding up known tasks.

True transformation isn't just about speed and automation; it's about unique architecture to create new marketplace value.

It’s about designing workflows where the "intelligence" is decoupled from the model -- allowing you to swap out engine parts without rebuilding the car.

The model is a commodity; your system is the asset.

If you are just building around the next Ai news cycle, you aren't building a business, you're just renting features from OpenAi, Anthropic, and Google.

More businesses need to understand how to start architecting their own intelligence systems instead of relying on the latest frontier model release. 

Ditto for Ai use cases.

You can’t be an industry leader by doing prescriptive AI deployments based on other “successful use cases.”

Why?

Because brand isn’t a templated affair — much to the chagrin of the CFO and other “ROI” chasers.

Your brand and its unique systems drive Ai, not the other way around. 

As it turns out, playing follow-the-leader will not turn your brand into a leadership brand in Ai.

Shocker! 😱

I interviewed an Edward’s Jones Financial Planner today about how she’s getting along with their corporate AI deployment. 

“It does a lot of stuff, but I hate striking up a conversation with it to get what I need,” she said.

So she hardly uses it. 

Too busy running her business, she said, even though the Ai might be able to give her an edge with client interactions.

That’s not a “fear of Ai”
- She doesn't need to "upskill"
- She’s not worried Ai will take her job
- She's not trying to sabotage anything
- It’s not about “psychological safety”
- She's not worried about Ai dulling her critical thinking
- She isn't wrestling with ethical considerations about using Ai in her work

It’s actually just a communications problem between her and the machine. 

But if that's all it is, why can't a simple training in prompting fix the issue? Surely, there's an excitable "Ai champion" somewhere in the company who would be MORE than happy to show her some cool prompting tricks.

Well, for starters, many of those "Ai champions" everyone talks about as being key in Ai adoption initiatives are mostly annoying individuals. Genuine tech adoption doesn't happen because some nerd is super happy to show everyone their bag of tricks.

And secondly, prompting is much more than just learning how to string the right words together.

The deeper issue is one of purpose:

👉 It matters to the execs, but it doesn’t matter to the people actually using it.

And that’s one of the big reasons so many Ai pilots are failing.

The end!

Here’s why systems thinking is so important in the age of AI:

👉 The static view:
AI generates infinite slop → Social media becomes unusable → Human voices get drowned out.

👉 The systems view:
AI removes constraint on content creation → New constraint emerges around curation and trust → Value migrates to solutions that manage the new constraint → Protective ecosystems form → These ecosystems connect → Human judgment and community trust become the premium layer → A new equilibrium emerges (which will itself eventually be disrupted).

This isn’t a one-time transition, it’s a continuous cycle.

The system never stops evolving.

taplio