Day 2.
STOP MAKING SENSE: How Passion Makes People Move
Presented by
Michael Fanuele ’90
Chief Brand Officer, Shake Shack
May 2nd
2026
10:30 am -
11:30 am, EST
Main Stage
Session
Marketing
- MAIN STAGE
Introduction
In this talk, Michael Fanuele will share lessons in leadership from the art of marketing — and why, most of time, being “right” counts for so little. With examples from his own work (Dos Equis “Most Interesting Man” and Arby’s “We Have The Meats”) and lessons from Lincoln and The Beatles to Brother Balletta and basketball, this tour of culture and neuroscience will provide the tips and techniques that can make any of us a muse.
“Great leaders don’t persuade; they inspire. They leave argument and logic at their little limits and channel messy passion, real love, and quirk-filled authenticity that gets people running through walls. The best news? Every single one of us can learn to lead like that.
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Speaker
Michael Fanuele is a marketer and author who has helped create some of the most iconic advertising of the century, including “The Most Interesting Man in the World” for Dos Equis and “We Have The Meats” for Arby’s. He’s helped a tech company become a unicorn, a Fortune 200 business...
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