From different perspectives to brand differentiation, with Brandable’s Tess Palmyre at SOS26.

Friction is everywhere – in our feeds, budgets, politics and the algorithms shaping what we think is normal. It’s exhausting. But State of Social legend Tess Palmyre says, if you step out of your comfort zone and echo chamber, you can turn that exhaustion into creative liberation.

Welcome back! Brandable’s founder, Tess Palmyre.

Tess is a State of Social fave and a DEI powerhouse, building inclusive brands from the inside out that harness diversity to create deeper connections with audiences.

But the truth is, she’s as exhausted as anyone else by the friction we all encounter every day. The friction that means the subject of diversity and inclusion is often relegated to the too-hard basket. Until, that is, you start to see that friction as a creative catalyst.

Get Out of Your Algorithm: Riding the Waves of Friction to Create Better Work.

In her practical breakout session, Tess will explore how to use tension and embrace different perspectives to create work that feels more real in an AI-shaped world.

Instead of escaping friction, Tess will show us how to ride it. To break free from your algorithm, echo chambers and biases. To work with people who aren’t like you, but who are also overwhelmed, even sceptical and in survival mode. To use discomfort to go beyond safe, forgettable marketing.

We’re chuffed Tess is returning to the Optus Stadium stage and our cherry-picked SOS26 lineup. All world-class marketing and branding thinkers and doers. All in one place for two days of learning and laughs. How’s that for a friction-free path to raising your digital and social marketing IQ?