Frictionless Growth Marketing

Growth marketing was built on continuous improvement — experiment, optimize, compound. But for many brand leaders today, growth no longer feels like it’s compounding. Despite more data, more tools, and more optimization than ever before, ROI is slipping and hitting growth targets is getting harder. That’s not a discipline problem. It’s a growth marketing model problem. In this pillar episode, I break down why the traditional growth marketing model — including the AARRR framework (Awareness, Acquisition, Activation, Retention, Referral, Revenue) — is no longer optimized for how modern consumers make decisions. Built for scale and efficiency in a general-market era, these models struggle in today’s fragmented, identity-driven landscape. Drawing on insights from the American Marketing Association and a conversation with Bennie F. Johnson, this episode explores: Why growth marketing optimization is breaking down despite best practices How scale without intention creates friction across the funnel Where identity friction shows up across Awareness, Acquisition, Activation, Retention, and Revenue Why relevance — not reach alone — is now critical to sustainable growth How an identity-layered approach helps growth compound again This episode focuses on diagnosing why growth marketing stopped compounding — not tactical fixes, but how the underlying model needs to evolve to reflect how people actually make decisions today. If growth feels harder than it should, this episode explains why — and sets the foundation for what modern growth marketing requires now. Find out what's slowing your growth - www.frictionlessgrowthlab.com/quiz Interview with Bennie F. Johnson, CEO of AMA - https://www.frictionlessgrowthlab.com/trust-in-marketing-bennie-f-johnson/ How to use data to increase customer success for all - https://www.frictionlessgrowthlab.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/

Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process. In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture. Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking. This episode breaks down: Why identity shapes how customers decide what’s “for someone like me” How general market marketing quietly creates friction and lost sales Why asking customers to adapt is no longer a neutral choice And how integrating identity completes personalization — instead of complicating it If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it. Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz

Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore. In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat. From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today. If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in. Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz Also mentioned in this episode: Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/

In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries. In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth. You’ll hear how Crayola: Used brand strategy to design a global initiative that scales year over year Approached customer acquisition through participation, not promotion Built an ecosystem across products, experiences, and content Applied inclusive marketing to engage diverse audiences worldwide This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once. If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week

Marketing is shifting — and many brands feel it, even if they can’t yet name it. In this episode, Sonia Thompson speaks with Bennie F. Johnson, CEO of the American Marketing Association, about the AMA 2026 Marketing Trends shaping the future of modern marketing and growth marketing. They unpack how trust in marketing, AI in marketing, and audience fragmentation are rewriting the rules of growth — driving up customer acquisition costs, raising expectations for relevance, and reshaping how brands build credibility in identity-driven communities. Drawing on insights from the AMA’s 2026 Future Trends in Marketing research, this conversation explores what’s changing beneath the surface — from responsible artificial intelligence, inclusive leadership, and evolving workforce models to the implications for growth strategy in today’s complex marketing environment. 🎧 A must-listen for CMOs, growth leaders, and brand strategists navigating the next era of modern growth marketing.

Brand growth today depends on evolving your brand strategy and improving the customer journey to meet changing consumer expectations. In this episode of Frictionless Growth Marketing, Sonia Thompson explores why traditional growth playbooks are breaking down — and what this moment is asking of marketers and business leaders instead. Drawing on real-world brand examples and cultural shifts, Sonia breaks down how friction shows up across customer acquisition, customer experience, and customer retention — often in ways teams don’t immediately see. You’ll learn how modern marketing requires removing the friction that slows growth, erodes trust, and pushes customers away — and how to adapt your strategy to grow with clarity and confidence in today’s market. If you’re rethinking how to grow in a changing landscape, this episode will help you understand what needs to evolve — and where to focus next. This episode also marks the next chapter of the show — not as a departure from the past, but as a sharper focus on what actually drives growth now. If you want to understand where friction may be quietly limiting your growth, start with clarity. Take the free quiz to identify what’s slowing your growth: frictionlessgrowthlab.com/quiz And if you’re ready for deeper support, you can also explore growth audits and focused roadmapping sessions designed to help teams remove friction and unlock performance. Because evolution isn’t a loss of identity. It’s a commitment to effectiveness.

Brand growth today depends on avoiding the marketing mistakes that quietly erode trust, relevance, and customer loyalty. In this episode of Frictionless Growth Marketing, Sonia Thompson breaks down the biggest marketing mishaps of 2025 and the critical lessons they reveal about brand growth, customer expectations, and modern marketing strategy. Drawing from real-world brand backlash and high-profile missteps, you’ll learn how friction shows up in messaging, brand decisions, and customer experiences — and why those mistakes matter more than ever in today’s values-driven, identity-rich market. This episode explores: • What 2025’s biggest marketing mistakes reveal about brand growth • How misaligned messaging creates friction across the customer journey • Why trust, cultural relevance, and clarity are non-negotiable in modern marketing • What marketers must do differently to grow in 2026 and beyond If you want to build sustainable brand growth — without repeating the mistakes that cost other brands trust and traction — this episode will help you see what’s really holding growth back, and how to move forward with clarity and confidence. Not sure where friction is holding your growth back? Take this quick quiz to see your biggest opportunities — and get matched with the podcast episodes you need most to eliminate friction that's slowing your growth: https://www.tryinteract.com/share/quiz/6945aaa3000543001536b23b

Most brands think their messaging is clear. Their customers often disagree. In this episode of Frictionless Growth Marketing, Sonia Thompson sits down with Dr. J.J. Peterson — marketing and communication expert, former Head of StoryBrand, and former co-host of the globally top-ranked Marketing Made Simple podcast, and current host of the podcast Badass Softie — to unpack how messaging can either remove friction or quietly block business growth at every stage of the customer journey. Together, they explore why unclear messaging is one of the most overlooked sources of friction in marketing — and how it leads to lost trust, stalled conversion, and missed growth opportunities, especially with today’s identity-rich, values-driven consumers. This episode will help you spot where your messaging may be slowing customers down — and how to realign it to drive business growth. You’ll learn: How unclear messaging creates friction across the customer journey Why customers need to see themselves in your story to take action How storytelling increases clarity, trust, and conversion Where brands unintentionally push customers away with their language and positioning How to communicate with empathy and authority — without sounding generic or salesy Why clear, human messaging is essential for sustainable business growth Dr. Peterson also shares powerful real-world examples, lessons from working with global brands, and insights on how leaders can show up as guides — not heroes — in their customers’ stories. If you want to improve customer experience, remove messaging friction, and drive business growth through clearer, more human communication, this episode will help you see exactly where to start.

The Super Bowl, the Olympics, and the FIFA World Cup are all happening in 2026 — and they’re not just sporting events. They’re cultural events powered by identity, influence, community, and the underrepresented audiences shaping modern fandom. The brands that win next year won’t be the ones with the biggest budgets — they’ll be the ones with the deepest cultural understanding and the strongest consumer trust. In this episode of Frictionless Growth Marketing, Sonia Thompson — inclusive growth and customer experience strategist — sits down with Cesar Martinez, Chief Commercial Officer at Sonoro, the largest multicultural podcast network in the world. Together, they break down: • Why major 2026 cultural moments (Super Bowl, Olympics, World Cup) require a new marketing playbook• The identity-led communities driving modern sports fandom — and why they’re essential for brand growth• How to connect meaningfully with Latino, Gen Z, and multicultural audiences (without pandering or stereotypes)• Why cultural competency is now a growth strategy, not a “nice to have”• The risks of getting it wrong — and the long-term benefits of getting it right• How brands of ANY size can show up in culture (even without a big-game budget) If your brand wants to grow in 2026 and beyond, this episode will show you exactly how to remove friction, build trust, and create marketing that resonates in moments that matter. Because the brands that understand and participate in culture will win next year and beyond. Work with Sonia Unlock sustainable, frictionless growth in your business: Friction Finder™ Growth Audit — Identify the friction points pushing customers away and learn exactly how to fix them - https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session™ — Build a clear, confident plan for sustainable growth with today’s customer - https://www.frictionlessgrowthlab.com/roadmapping/ Inclusive Growth Retainer — Partner with Sonia to optimize your customer journey, marketing, and experience for long-term growth - https://www.frictionlessgrowthlab.com/retainer Links from the episode: Sonoro - https://sonoromedia.com/ Cesar Martinez on LinkedIn - https://www.linkedin.com/in/cesar-martinez-1b34376/

Consumers today aren’t just buying products — they’re buying alignment, transparency, cultural fluency, and trust. And trust has officially become one of the most powerful growth marketing levers a brand can pull. In this episode, Sonia Thompson — inclusive growth and customer experience strategist — breaks down what three real-world stories from LinkedIn, Disney, and Ralph Lauren reveal about the new rules of brand–consumer trust and how they directly impact growth, loyalty, and long-term revenue. From algorithmic bias to cultural accuracy to identity-centered storytelling, these case studies show exactly why frictionless, values-led, inclusive marketing isn’t optional anymore — it’s a competitive advantage. You’ll learn: Why trust is now a core growth metric and a deciding factor in customer acquisition and loyalty How Disney’s Moana backlash demonstrates the business impact of cultural accuracy and responsible creative decisions What Ralph Lauren’s evolution teaches us about identity-driven brand building and long-term growth Why LinkedIn’s algorithmic bias debate highlights the rising expectations around responsible AI and inclusive design How representation, transparency, and cultural fluency shape modern customer experience The specific behaviors today’s consumers reward — and the ones that create friction, backlash, and brand erosion If you want to build a frictionless growth engine that resonates with today’s identity-led, culturally connected consumers, this episode gives you the clarity and direction you need for 2026 and beyond. The LinkedIn post and article referenced from LinkedIn staff - https://www.linkedin.com/posts/sakshirjain_putting-members-first-testing-and-measuring-activity-7397384012421451776-M7A8/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI

In this short reflection episode, Sonia Thompson — inclusive growth and customer experience strategist — shares the 2025 marketing shifts she’s most grateful for… and what they signal for brands heading into 2026. This year, marketers saw consumers use their voices and their wallets more boldly than ever, brands standing firmer in their values, and more companies finally recognizing the power of growth communities — the underrepresented and underserved groups who are shaping culture, influence, and buying behavior. Inside the episode, you’ll learn: Why consumer activism accelerated this year (and what it means for trust and loyalty) How values-led brands like Costco, GAP, and Levi’s grew by staying true to what they stand for The rise of growth communities — and why they represent one of the biggest opportunities for modern marketers Why frictionless marketing isn’t a trend… it’s the future What these shifts mean for your 2026 growth strategy If you’re focused on inclusion, customer experience, brand trust, or growth marketing, this episode will help you understand the cultural and strategic forces that will define the year ahead.

Hidden friction on your website may be quietly costing your brand customers — even if your intentions are good, your messaging is strong, and traffic is coming in. After reviewing 50 brand websites across industries, markets, and company sizes, clear friction patterns emerged that consistently limit growth, reduce conversions, and weaken customer trust. In this episode, Sonia Thompson breaks down the most common friction points she uncovered while reviewing these sites — from gaps in representation and inclusive language to accessibility oversights and customer experience breakdowns that create invisible barriers throughout the customer journey. These issues often go unnoticed because they don’t feel “broken,” yet they steadily push ideal customers away. You’ll learn: Where website friction most commonly hides How customer experience gaps quietly reduce conversions Why friction-filled experiences slow customer acquisition and brand growth How issues like representation, language, and accessibility impact trust Practical ways to identify and remove friction across your customer journey This episode is essential listening for growth leaders and marketers focused on growth marketing, customer experience, website conversions, and building frictionless experiences that work for today’s diverse, identity-rich customers.

Hidden friction can exist anywhere in your customer journey — even when your brand has good intentions, strong values, and a solid product. These small, often invisible moments quietly frustrate customers, slow conversions, and limit brand growth long before teams realize there’s a problem. In this episode, Sonia Thompson introduces her Friction Finder Growth Audit framework, a practical approach designed to help brands uncover and remove the friction hiding across their customer experience. You’ll learn how friction shows up at different stages of the customer journey, why it’s so easy for teams to miss, and how even minor experience breakdowns can compound into lost customers and weakened trust. Sonia walks through how brands can identify friction tied to messaging, experience design, customer touchpoints, and internal assumptions — and how addressing these gaps can unlock stronger growth, loyalty, and long-term performance. You’ll learn: What “hidden friction” really looks like across the customer journey Why friction often goes unnoticed inside well-intentioned brands How customer experience gaps limit growth and conversions How to use the Friction Finder Growth Audit to diagnose issues Where to focus first to remove friction and improve results This episode is essential for growth leaders and marketers focused on customer experience, growth marketing, customer journey optimization, and building frictionless experiences that convert and retain customers.

Many brands want to grow — but too many are still using outdated growth marketing strategies that fail to connect with today’s most influential and high-growth communities. As consumer expectations shift, brands that rely on surface-level tactics and copy-and-paste campaigns are quietly losing trust, loyalty, and long-term ROI. In this episode, Sonia Thompson breaks down four common growth marketing mistakes that consistently prevent brands from reaching and resonating with the communities driving today’s marketplace. Drawing on her experience as a growth and customer experience strategist, Sonia explains why these missteps happen, how they show up in real-world marketing strategies, and what brands need to do differently to unlock sustainable growth. From superficial inclusion to transactional campaign thinking, Sonia reveals what’s really holding brands back — and how to replace ineffective tactics with strategies that build trust, relevance, and meaningful connection. You’ll learn how to: Identify the growth marketing mistakes limiting reach and impact Move beyond representation to build genuine customer connection Design growth strategies that resonate with influential communities Replace short-term campaigns with trust and loyalty that last Build marketing strategies that support sustainable brand growth Today’s fastest-growing brands don’t just reach people — they resonate with them. This episode is essential for marketers and growth leaders focused on growth marketing, brand growth, customer trust, and building strategies that work with today’s diverse, identity-rich audiences.

If your ads, campaigns, or funnels aren’t delivering the results they used to, it’s not just the algorithm — and it’s not just you. Growth marketing has changed because consumers have changed. When strategies fall out of sync with how people make decisions today, performance starts to stall. In this episode, Sonia Thompson breaks down why traditional growth marketing strategies are losing effectiveness — and what brands need to do instead to realign with today’s consumers. Drawing on shifts in customer expectations, identity, and values, Sonia explains why many performance-driven tactics are producing diminishing returns and how brands can evolve their approach to drive sustainable growth. You’ll learn: Why traditional performance marketing tactics aren’t working like they used to How evolving consumer identities, values, and expectations are reshaping ROI The key shifts required to modernize your growth marketing strategy How to lead with identity, communicate values clearly, and build connection What it takes to future-proof growth without relying on outdated playbooks If your growth has stalled — or if you’re ready to evolve how you attract, convert, and retain customers — this episode will help you realign your growth marketing strategy with how today’s customers actually decide. Because growth isn’t broken — it’s just misaligned.

Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product. But the fastest-growing brands today start somewhere very different: with who they’re growing with. In this episode, Sonia Thompson breaks down the mindset shift powering today’s fastest-growing brands — the shift from focusing on tactics to focusing on people. As the first episode in the Growth Marketing series, this conversation reframes how brands should think about growth in a market shaped by identity, community, and evolving customer expectations. Sonia explains why effective growth marketing begins with understanding people, not platforms — and how brands that lead with “who” are better positioned to build loyalty, relevance, and sustainable growth. You’ll also hear how well-known brands have grown by serving specific growth communities instead of chasing every new channel or trend. You’ll learn: Why growth marketing starts with people, not tactics or platforms How focusing on “who” changes how brands design strategy How growth communities drive loyalty and long-term performance Practical ways to identify the audiences that will fuel your next stage of growth How starting with “who” leads to stronger, more sustainable results Whether you lead marketing for a global brand or run a growing business, this episode will help you design growth marketing strategies that start with people — and scale with intention. Because when you start with who, the what takes care of itself.

Most brands focus on awareness in their customer acquisition strategy—but neglect the proof that actually drives conversions. In this episode of Inclusion & Marketing, Sonia Thompson explains why relevant social proof is the missing piece that helps customers see themselves in your brand—and feel confident saying yes. You’ll learn how to show “people like me succeed here,” why belonging matters just as much as benefits, and how to weave proof of success naturally into every part of your customer journey. If you want to turn more awareness into action—and more browsers into buyers—this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Other episodes in The New Rules of Customer Acquisition Series: 177. The #1 customer acquisition rule to boost conversions and maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ 178. Win more customers with these 17 proven customer acquisition strategies - Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 | Spotify- https://open.spotify.com/episode/20g1LPHdTKonIi4Mg0mArn?si=6058bac77a364a62 183. How to increase the effectiveness of your customer acquisition strategy - Apple Podcasts - https://podcasts.apple.com/us/podcast/183-how-to-increase-the-effectiveness-of-your/id1604907821?i=1000729666137 | Spotify - https://open.spotify.com/episode/06uWd7kXFQNLtPsTYZFgQI?si=bce30052698a46d5

Most brands overlook underrepresented and underserved consumers — but these are the communities driving the biggest growth opportunities today. In this episode of Inclusion & Marketing, Sonia Thompson sits down with Edgar Hernandez, Chief Strategy Officer at MyCode, the U.S.’s largest multicultural media company. Together they unpack how MyCode helps brands grow by engaging the audiences most marketers ignore — and why “growth communities” should be at the center of every modern marketing strategy. You’ll learn why inclusive marketing is growth marketing, what forward-thinking brands are doing differently, and how your team can use inclusion as a powerful driver of business results. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Edgar Hernandez - edgar@mycodemedia.com My Code - https://mycodemedia.com/

Most brands are eager to launch new campaigns and chase fresh leads. But here’s the truth: if your foundation isn’t strong, your customer acquisition strategy won’t deliver the growth you want. In this episode of Inclusion & Marketing, Sonia Thompson breaks down why “getting your house in order” is the key to making any acquisition strategy more effective. You’ll learn what most companies overlook, how to fix it, and the simple shifts that turn attention into actual conversions. If you want your customer acquisition efforts to work harder and deliver bigger results, this episode is your roadmap. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Other Episodes In This Customer Acquisition Series: The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ Win More Customers With These 17 Proven Customer Acquistion Strategies: Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 Spotify - https://open.spotify.com/show/3hC7ezeDfhotEInmHDtL6Z

Inclusive marketing isn’t about business as usual—it’s about disrupting the status quo. In this episode, Sonia Thompson shares a live conversation from HubSpot’s INBOUND conference with the co-founders of DRAFTED, a brand elevating Latinas and reshaping what the “general market” really means. You’ll hear how they’re challenging incorrect narratives, disrupting an entire male-centered industry, and putting overlooked consumers center stage. If you want to understand how inclusive disruption drives loyalty, growth, and cultural relevance, this conversation is a must-listen. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter