How do we weave authentic narrative threads to support a brand voice in an age of AI-generated content? with Salt & Sage Storytelling

In this episode of The Mettā Interview, host Anne V Mühlethaler welcomes the dynamic duo behind Salt & Sage Strategic Storytelling: Manfreda "Freddie" Cavazza and Felicity "Flea" Haythorn. These former journalists turned strategic storytellers bonded over a shared dislike for "meaningless marketing bullshit" and a communal love for clarity, brevity, and honesty.

Freddie and Flea start by sharing what brings them joy before Anne invites them to talk about personal stories from childhood memories to early career experiences. The duo explains how they met through Instagram DMs five years ago when Freddie needed editorial help for a Fatface catalog project. Their collaboration revealed complementary skills: Freddie’s copywriting expertise paired with Flea's production and subediting mastery from her magazine background. What started as project-based work evolved into a thriving partnership built on mutual support and creative energy.

Both share transformative career challenges that shaped their paths. Freddie describes her experience as a Daily Mail business reporter dealing with imposter syndrome, and how having children paradoxically made her more focused and (in her own words) ballsy at work. Flea reflects on being naturally shy and sensitive, initially seeing these traits as weaknesses until a career coach helped her recognize empathy and sensitivity as superpowers essential to good storytelling.

The heart of their conversation explores their central question: "How do we weave authentic narrative threads to support a brand voice in an age of AI-generated content?" They explain their revolutionary approach of replacing rigid content pillars and content buckets with flexible narrative threads that weave together like a tapestry, allowing for more creative and cohesive storytelling across all platforms.

Their philosophy centers on authenticity through depth, going beyond surface-level statements to uncover the real stories, decisions, and values that make brands unique. They emphasise the importance of foundational messaging work: understanding the what, how, why, who, and where of a brand before crafting content.

The discussion reveals their nuanced relationship with AI: how they use it as a "junior copywriter" for structure and initial drafts, but then edit the texts thoroughly to infuse humanity and brand voice. They explore with Anne how AI can make people feel inadequate about their own writing abilities, potentially keeping women entrepreneurs feel small, when their authentic stories are exactly what makes them compelling.

Throughout the conversation, they demonstrate their core belief that confidence and voice are inseparable—that much of what they sell is actually confidence through words. Their work with female founders often involves giving permission to be authentically themselves rather than conforming to corporate-speak.

The episode offers both strategic insights for content creators, entrepreneurs and those interested in building connections with their words. It’s also a deeper exploration of what it means to maintain human connection in an increasingly automated world. Freddie and Flea make a compelling case that the future belongs to those who can weave authentic narratives that AI simply cannot replicate.

A rich conversation about storytelling, authenticity, and the irreplaceable value of human experience in business communication.

Happy listening!