What Story Are You Not Telling? Lori Highby on Culture, AI, and the Future of Manufacturing Marketing

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In this episode of The Manufacturing Culture Podcast, Jim Mayer sits down with Lori Highby, a digital marketing strategist, educator, and founder of Keystone Click, to explore the stories manufacturers aren’t telling.They unpack what culture really means inside an organization, why storytelling is manufacturers’ biggest missed opportunity, and how AI is changing, not replacing, the creative process. Lori shares her journey from a night school marketing student to agency owner, her values around lifelong learning, and what it means to lead with clarity.From founding a business during a recession to building a team around education, trust, and curiosity, Lori brings sharp insight to the intersection of manufacturing, marketing, and human-centered leadership.

Takeaways

Culture is a collective energy and vibe within an organization.
Lori's journey began with a passion for art and sociology.
Education is a core value for Lori and her organization.
Integrity and creativity are essential in business.
AI should be seen as a tool to enhance creativity, not replace it.
Storytelling is crucial for manufacturers to differentiate themselves.
Community involvement is a priority for Lori and her team.
Digital marketing can significantly impact manufacturing sales.
Personal hobbies provide mental clarity and focus.
Mentorship and paying it forward are important values for Lori.

Chapters

00:00 Introduction and Icebreakers
05:08 Understanding Culture in Organizations
06:11 Lori's Journey into Marketing and Manufacturing
10:34 Starting a Business During a Recession
12:44 Core Values and Organizational Culture
15:10 The Role of AI in Creativity and Education
18:37 Leveraging AI in Education and Workforce
19:28 The Importance of Future Thinking
21:16 The Drive to Teach and Share Knowledge
22:47 Helping Businesses of All Sizes
24:01 Impactful Marketing Success Stories
31:45 AI's Role in Shaping Industry Culture
33:19 The Future of Marketing in Manufacturing
34:53 Understanding the Customer Journey with AI