Return to Real

What Should You Automate With AI, and What Should Stay Human?

The Duct Tape Marketing Podcast, 1 October 2026. The author is the guest. The book comes up at 52 sec in.

Ryan Levesque extensively discusses Return to Real with the host, arguing that authenticity commands a premium in an AI-saturated world. He illustrates this with his 'provenance premium' concept—exemplified by the $450 million Christie's sale of a da Vinci once bought for $10,000—and shares practices like 'touch earth before you touch a screen' and 'create before you consume.' He also describes personally writing weekly emails and hand-illustrating the book as demonstrations of the principle.

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