# Creating Future Demand with James Hurman

Page: https://stenobird.com/podcast/the-marketing-architects-6260303/creating-future-demand-with-james-hurman
Text version: https://stenobird.com/podcast/the-marketing-architects-6260303/creating-future-demand-with-james-hurman.md
Podcast: [The Marketing Architects](https://stenobird.com/podcast/the-marketing-architects-6260303)
Published: 2026-07-21T09:00:25+00:00
Episode link: https://www.spreaker.com/episode/creating-future-demand-with-james-hurman--72954943
Audio file: https://api.spreaker.com/download/episode/72954943/01da5586_da5a_414e_9585_3f25a8b0678f.mp3
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/creating-future-demand-with-james-hurman
Duration seconds: 2565

## Resource

84% of the time, buyers choose a brand that was already on their radar before they ever started shopping. So why do so many marketing budgets only chase the people ready to buy today? This week, Elena, Angela, and Rob talk with brand strategist and author James Hurman about his new book, Future Demand . James breaks down why brands hit a growth ceiling when they lean too hard on performance marketing. He also explains why feelings outlast facts in memory, and why that changes which channels deserve your investment. Marketers will leave with a clearer case for building demand among tomorrow's customers, not just converting today's. Topics covered: [05:00] Defining current demand versus future demand [07:00] Splitting budgets 50/50 between brand and performance [12:00] Why American marketers lag on brand-building principles [18:00] Measuring future demand through brand tracking [22:00] Why feelings outlast facts in memory [26:00] The case for creativity in earning attention [35:00] James's own future demand brand: Land Rover To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: Resources: 2021 WARC White Paper: https://www.warc.com/the-rise-of-digital-commerce 2026 Future Demand Book: https://futuredemand.com/ James Hurman’s LinkedIn: https://www.linkedin.com/in/jameshurman/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/creating-future-demand-with-james-hurman/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/the-marketing-architects-6260303/creating-future-demand-with-james-hurman.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.