Our guest in this episode is Jen Moss, Co-founder and Chief Creative Officer of JAR Audio, a premier branded podcast agency. With a rich background in public broadcasting at the CBC and creative writing, Jen helps brands like Amazon and Lululemon move beyond surface-level noise to facilitate deep, nuanced conversations that earn genuine trust. We explore the critical distinction between using AI for efficiency versus connection, the power of acknowledging the “elephant in the room” to build credibility, and why the messy human process of creation is more valuable than a perfect, generated result.
Key points discussed include:
Brands have an obligation to “show their strings” and engage deeply in social discourse to earn trust.
Draw a hard line with AI: use it for efficiency tasks, but never for the work of human connection.
Combat the “empty mall” of the internet by producing less content of higher quality and specificity.
Listen to the podcast to find out more.
Show Notes from this episode with Jen Moss, JAR Audio
It was an absolute pleasure to welcome Jen Moss, Co-founder and Chief Creative Officer of JAR Audio, to the Innova.Buzz podcast. Jen brings a fascinating blend of deep journalistic integrity from her CBC days and a sharp eye for brand storytelling. Our conversation felt like a masterclass in stripping away the superficial to get to the “nitty gritty” of what makes communication actually land: nuance, patience, and a willingness to “show your strings.”
Jen started us off with a refreshing take on the role of brands today. We moved past the idea of companies just selling widgets; Jen argues that brands, as powerful entities using resources and employing thousands, actually have an obligation to wade into social discourse. It’s not just about winning hearts and minds; it’s about earning them. She posits that the more a brand can drop the facade and engage with society on a human level, the more likely we are to trust them. It’s a move from transactional to relational, facilitated by the patience and depth that only a podcast can really provide.
The “Elephant in the Room” Strategy: Building Trust by Owning the Mess
I loved Jen’s practical example regarding a mining company client. We discussed the inherent “trust problem” in that industry, given that mining is dirty and people are skeptical. Instead of shying away or painting a rosy, green-washed picture, Jen advised them to lean right into the discomfort. They produced a series explicitly tackling the trust deficit before talking about their innovations in electrification. Jen’s point was clear: you cannot underestimate the intelligence of your audience. If you don’t acknowledge the elephant in the room, the skepticism and the past mistakes, people will just tune you out. But by honoring that hesitation, you earn the right to share the rest of your story.
The rest of these show notes continue for paid subscribers, where we unpack the deeper ideas Jen surfaces beneath the surface of her stories: how specificity becomes universality, why process matters more than polish, and what it really takes to keep human connection alive in a world drifting toward the “empty mall” of AI‑generated content.
If you’re drawn to thoughtful conversations about storytelling, craft, and the parts of creativity we can’t outsource, I’d love you to join the inner circle. It’s where we explore the unpolished insights that rarely make it into polished episodes, the moments that sharpen our curiosity and keep us honest as creators.
Maybe they’ll keep your curiosity alive too.
