Designing Demand

Josh Silva’s journey to becoming a top brand strategist is anything but traditional. From studying theology and psychology to skiing in Utah and diving headfirst into the world of sports psychology, Josh’s path to marketing leadership is filled with turns that shaped his deep curiosity and people-first approach. In this episode, Pete sits down with Josh to uncover how a background in understanding human behavior led him to build iconic outdoor brands like Masterbuilt, Kamado Joe, and Char-Griller. They unpack Josh’s shift from the agency world to leading marketing within PE-backed companies, balancing short-term revenue with long-term brand growth. The conversation dives into the nuances of building trust in the modern sales process, the value of curiosity, the rise of fractional leadership, and how AI is shifting creative roles. If you’re looking to better understand strategy, leadership, and brand-building in today’s marketing landscape—this is the episode for you. 🔎 MORE ABOUT JOSH SILVA: https://www.linkedin.com/in/jbsilva/ Instagram: https://www.instagram.com/jbsilva22 https://www.middleby.com/ CHAPTERS: 00:00 - Introduction to Josh Silva 04:48 - Real Salt Lake: How Customer Service Sparked Strategy 08:18 - Empathy and Asking the Right Questions 13:12 - Pitching Comcast: Josh’s Strategy Breakthrough 21:10 - Entering Private Equity: A New Perspective 26:36 - Trade-Offs, Decisiveness, and the “Fail Fast” Mindset 32:38 - What Agencies Get Wrong—and How to Win Trust 37:14 - Brand vs Performance Marketing: A Balanced Approach 44:52 - Don’t Copy Apple—Steal Like an Artist 49:19 - AI and Authenticity in Modern Marketing 52:26 - The Challenge of Building Culture Remotely 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #ai #brandstrategy #curiosityiskey

In this episode of Designing Demand, Pete sits down with Ben Stuart—a powerhouse marketing executive whose career journey spans from scrappy ad agency beginnings in post-communist Prague to holding top leadership roles at Charles Schwab, American Express, and Bank of the West. Ben unpacks the transformative moments that shaped his career, the lucky breaks he embraced, and the creative courage required to drive brand reinvention at scale. Ben dives deep into the difference between brand and performance marketing, why “convenience kills creativity,” and how strategy, not scale, is the true differentiator in modern marketing. From building iconic campaigns like “Talk to Chuck” to launching the world’s first disappearing billboard, Ben reveals what it takes to lead growth and transformation in a rapidly evolving, AI-fueled world. If you're a CMO, founder, or creative mind hungry to understand how to actually design demand—this is an unmissable masterclass. 🔎 MORE ABOUT BEN STUART: https://www.linkedin.com/in/benlstuart/ https://www.bankofthewest.com https://www.rabobank.com/ CHAPTERS: 00:00:00 - Introduction to Ben Stuart 00:04:10 - Culture Shock, Solitude, and Learning Resilience 00:08:04 - How to Succeed in High-Growth Chaos 00:15:10 - The Creative Culture Shock of Moving In-House 00:20:25 - “Language Creates Leverage” 00:25:28 - Rotoscoping, Creative Courage, and Brand Breakthrough 00:31:34 - From $500M to $5M: Why Scale Isn’t Everything 00:34:21 - Advertising vs. Marketing: What’s the Real Difference? 00:38:07 - What is Bank of the West? 00:43:19 - How Constraints Fueled Iconic Creative 00:46:06 - Teaching the Lost Art of Differentiation 00:51:15 - Brand vs. Performance: A False Distinction 01:00:09 - Using AI to Remove Drudgery, Not Strategy 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #differentiation #branding #marketingstrategy

In this episode of Designing Demand, Pete Sena sits down with Susan Lambert, a creative technologist turned spirits-industry CMO. From coding in first grade to driving forklifts in heels, Susan’s journey from tech to tequila is anything but ordinary. She shares how her upbringing at NASA and early love for software evolved into a career that blends creativity, engineering, and brand leadership. Now CMO of Remington Family Distillers, Susan unpacks what it takes to build a brand without deep pockets, lead with empathy, and create consumer experiences that resonate. Packed with storytelling, sharp insights, and her signature wit, this episode is a masterclass in reinvention, resilience, and human-centered marketing.    🔎 Find Out More About Susan Lambert LinkedIn: https://www.linkedin.com/in/sulambert/ Remington Family Distillers: https://www.rfdistillers.com/   Chapters: 00:00 - Introduction to Susan Lambert 01:17 - Growing Up at NASA 06:57 - Forklifts in Heels 10:38 - From Tech to Spirits 16:27 - Gender Equity in Tech 20:03 - Lessons for Men in Leadership 25:58 - Legally Blonde Philosophy & Happy Coders 34:23 - Brand Building from Scratch in the Spirits Industry 42:06 - Brand vs. Performance 47:36 - What Makes a Great Story in Marketing 53:35 - Final Reflections   🚀 Follow & Subscribe: 🌐 https://www.digitalsurgeons.com https://www.tiktok.com/@digitalsurgeons https://www.instagram.com/digitalsurgeons https://www.linkedin.com/company/digital-surgeons-llc/   #womenintech #brandbuilding #creativetech

In this episode of Designing Demand, Pete Sena sits down with Matt Repicky, Chief Brands Officer at Tailored Brands. Join us for an engaging conversation as Matt shares his journey from the East Bay to leading global brand strategies. Discover how he transformed the Barbie brand, drove millennial engagement at Jos. A. Bank, and navigated the unique challenges of consulting and marketing. Matt's insights on balancing creativity and analytics, the importance of understanding consumer behavior, and his approach to brand transformation are not to be missed. Whether you're a marketing professional or simply curious about the intricacies of brand management, this episode offers valuable takeaways on the art and science of building iconic brands.   🔎 Find Out More About Matt Repicky: https://www.linkedin.com/in/mattrepicky/ https://www.instagram.com/mattrepicky/ https://www.tailoredbrands.com/ Chapters: 00:00:00 - Introduction to Matt Repicky 00:03:10 - The Journey from Political Science to Marketing 00:06:20 - The Importance of Understanding Consumers 00:12:29 - Opening the Barbie Flagship Store in Shanghai 00:18:27 - The Role of Curiosity in Career Growth 00:25:54 - Returning to Mattel and Revitalizing Barbie 00:32:40 - Joining Amazon and Learning Performance Marketing 00:40:16 - The Difference Between Head of Marketing and CMO 00:45:46 - Purpose-Driven Marketing 00:52:34 - Connecting People and Business Objectives 00:56:15 - Selecting the Right Agency 01:03:14 - Balancing Creativity and Business Objectives 01:09:32 - Closing   🚀 Follow & Subscribe: 🌐 https://www.digitalsurgeons.com https://www.tiktok.com/@digitalsurgeons https://www.instagram.com/digitalsurgeons https://www.linkedin.com/company/digital-surgeons-llc/   #branding #marketing #consumerinsights

Beth Wood’s marketing journey started with a simple realization—her heart wasn’t in finance, but in understanding and influencing consumer behavior. That spark set her on a path from Frito-Lay and Johnson & Johnson to leadership roles at MassMutual, Guardian Life, and now as EVP & CMO at Principal Financial Group. With experience spanning consumer goods, health and beauty, and financial services, Beth shares how she’s built brands that resonate with customers, empower teams, and embrace change. In this episode of Designing Demand, Beth reveals the lessons she’s learned from leading in different industries, why she believes in a “challenger brand” mindset, and how she balances brand building with performance marketing. She discusses the influence of her entrepreneurial mother, the power of curiosity in leadership, and the role of AI in modern marketing. If you’re looking for insights on building a standout brand, leading with purpose, and navigating a fast-evolving business landscape, this conversation is packed with wisdom you won’t want to miss. 🔎 MORE ABOUT BETH WOOD: LinkedIn: https://www.linkedin.com/in/bethwoodleidt/ Principal Financial Group: https://www.principal.com CHAPTERS: 00:00 - Introduction to Beth Wood 03:15 - From Finance to Marketing: Finding the Spark 08:40 - The Power of Competition & Standing Out 14:20 - Lessons from Frito-Lay & J&J: Brand & Customer Insights 22:30 - Transitioning to Financial Services & Small Business Strategy 30:45 - The Role of Training in Leadership & Brand Building 38:10 - Balancing Performance Marketing & Long-Term Brand Strategy 45:55 - AI, Innovation & Staying Ahead of the Curve 52:20 - Sustainability & Brand Purpose in Financial Services 58:10 - Final Thoughts & Advice for Future Leaders 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #marketing #leadership #brandbuilding 

Marketing and financial services might not seem like the most innovative space—but Pam Piligian is proving otherwise. As the Chief Marketing Officer of Navy Federal Credit Union, Pam has redefined what it means to build a brand with purpose, passion, and a deep sense of community. In this episode, she shares her journey from agency life to leading marketing at one of the country’s largest credit unions, all while maintaining a relentless commitment to storytelling, innovation, and service. In this episode of Designing Demand, Pete Sena sits down with  Pam Piligian who dives into what it takes to create a challenger brand that punches above its weight, how to harness the power of storytelling to connect with consumers, and why lifelong learning is essential for any marketer looking to stay ahead. She also shares her insights on the evolving role of the CMO, the importance of fostering strong leadership, and her personal mission to run a marathon in all 50 states. If you're looking for inspiration on how to build a brand that people are proud to be part of, this episode is a must-listen. 🔎 MORE ABOUT PAM PILIGIAN: https://www.linkedin.com/in/pam-piligian-324582/ https://x.com/PGPiligian/status/1867320365296369799 https://www.navyfederal.org/ CHAPTERS: 00:00 - Introduction to Pam Piligian 03:15 - From Journalism to Marketing: Pam’s Early Career 08:30 - What Makes a Challenger Brand? 12:45 - The Role of Storytelling in Brand Building 18:20 - The Power of Community and Belonging 25:00 - The Evolving Role of the CMO 30:40 - Lessons from Running Marathons & Leadership 36:10 - Advice for Young Marketers and Future CMOs 42:00 - Women in Leadership and the Power of Mentorship 48:15 - Employer Branding and Creating a Strong Workplace Culture 53:40 - The Future of Marketing: AI, Data, and Creativity 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #marketing #leadership #community

Dean Harris is the co-founder and CMO of TabBrands, a company focused on plant-based and fungi-based wellness products including CBD and psilocybin. Harris has an extensive career in marketing and advertising, serving as CMO and head of marketing for major brands like Vonage, Kayak, HotJobs and more. He comes from an advertising family but originally tried to avoid the industry, before eventually working at top agencies and starting his own creative shop. In the interview, Harris shares insights from his numerous successful campaigns, including those behind Vonage's growth from 3,000 to over 1.3 million subscribers in 34 months.  He led innovative performance and brand advertising that made Vonage a ubiquitous brand. Harris also discusses leading Kayak's marketing during an early stage for the online travel company. He provides perspective on building brands by taking smart risks and connecting emotionally with consumer motivations. Now, as co-founder of startup TabBrands, Harris is entering the fast-growing cannabis/CBD and psychedelics wellness space. He sees major opportunities to educate on plant medicine benefits and build legitimacy through science-backed medicinal positioning. Harris conveys excitement about TabBrands’ future psilocybin brand and pushing boundaries in emerging health/wellness categories.     OUTLINE:    (00:00:00) Introduction (00:00:57) Family history in advertising/marketing (00:02:35) Early career at top NYC ad agencies (00:05:11) Becoming head of marketing for HotJobs startup (00:06:51) Leading marketing for fast-growing Vonage (00:10:03) Innovative performance marketing strategy (00:12:23) Transitioning to first CMO role (00:19:09) Groundbreaking performance advertising (00:21:25) TV brand advertising driving growth (00:22:41) Being named Brandweek Marketer of the Year (00:25:38) Creating enduring brand campaigns (00:31:27) Qualities of effective ad campaigns (00:34:15) Leading rebrand from CPA Detective to Forensic (00:42:59) Maintaining agency relationships long-term (00:51:53) AI's future role in marketing (00:53:55) Two types of CMOs: poets vs. plumbers (00:57:25) Pivoting into cannabis/psilocybin space (01:01:28) Being founder/CEO with TabBrands     EPISODE LINKS:   TabBrands: https://www.tabbrands.com/ Dean’s LinkedIn: https://www.linkedin.com/in/deanharris/ Include instruction to Google Dean Harris to find his written content Gray Advertising Agency: https://www.grey.com/ HotJobs Wikipedia Page: https://en.wikipedia.org/wiki/Yahoo!_HotJobs Vonage: https://www.vonage.com/ BlueCava:https://bluecava.com/ Kayak: https://www.kayak.com/   SUPPORT & CONNECT:   Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/  

Kathy Maurella is the Chief Marketing Officer of Waterloo Sparkling Water and previously founded her own strategic marketing consulting firm, drawing from over 25 years of experience working for iconic CPG brands like Nabisco, Kraft, and Atkins Nutritionals. In this episode, Maurella shares her wisdom on brand building, leadership, and marketing. During her career, Maurella has led marketing efforts resulting in highly successful acquisition deals and IPOs. Her unmatched passion for the consumer is evident as Maurella emphasizes the importance of foundational consumer insights research to inform authentic brand positioning and storytelling.In this interview, Maurella pulls back the curtain on her leadership style, career pivots, incorporating AI, and on her thoughts on the evolving marketing landscape. Key highlights include actionable advice for young founders on maintaining strong company culture in remote work environments, leveraging media mix modeling data to optimize decision making, and why brand tracking studies are crucial, regardless of company size. This episode is a must-listen for entrepreneurs and marketers looking to level up their leadership abilities, better understand the modern shopper journey, and build memorable brands that stand the test of time. Maurella shows that patient, consumer-centric marketers who stay true to their core values will thrive.   OUTLINE:    (00:00:00) Introduction (00:01:12) Kathy's upbringing and early career path (00:04:57) Experience going through Kraft acquisition (00:07:49) Leadership style and building relationships (00:09:29) Mentoring younger employees (00:13:27) Macroeconomic factors affecting brands (00:14:42) Core principles of brand building (00:17:27) Power of consumer insights (00:21:52) Gathering insights in current landscape (00:24:15) Evolving marketing tactics (00:25:03) Changes in marketing over past year (00:27:49) Consumer shifts around spirits and beverages (00:28:53) Adapting brand strategy to reach Gen Z (00:30:43) Importance of meeting consumers where they are (00:33:04) Transition to consulting role (00:36:19) Characteristics of good consultants (00:41:04) Perspective on rise of AI (00:42:57) Waterloo's use of AI in branding (00:46:31) Day-to-day use of AI as a CMO (00:49:18) Short CMO tenures and pressures (00:52:56) Attributes of successful CMO leadership (00:57:29) Striking balance between brand building vs performance marketing (01:01:50) Wrap up and final thoughts   EPISODE LINKS: Kathy’s LinkedIn: https://www.linkedin.com/in/kathy-maurella-1294641/ Waterloo Sparkling Water: /www.drinkwaterloo.com/ KJM Marketing Inc: https://kjmmarketing.com/ Atkins Nutritionals: https://www.atkins.com/ Kraft: https://www.kraftheinzcompany.com/ Nabisco: https://en.wikipedia.org/wiki/Nabisco Waterloo AI branding campaign: https://www.marketingdive.com/news/waterloo-sparkling-water-ai-campaign-trail/652188/ https://www.youtube.com/watch?v=Jk69AIBrTlQ https://www.youtube.com/watch?v=wkKLGhnQ3nA SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/

Cathy Davis is the Chief Marketing Officer of IG Group, and was previously the CMO of Feeding America, the Chief Marketing Officer of Leo Burnett, and held several other high-level marketing roles at organizations like Morgan Stanley, Diageo, Accenture, and more. Over the course of her prolific career, Davis has led the repositioning and rebranding of several major brands, including Allstate, Discover Card, and Jose Cuervo. She is passionate about understanding consumer psychology and translating those insights into impactful business strategies. In this wide-ranging interview, Davis shares stories and lessons learned from her extensive experience as a marketer and brand builder. She discusses the importance of unifying brand building and performance marketing under the CMO role, being the "voice of the consumer" within an organization, and nurturing a "challenger brand" mentality even as companies grow to dominate their categories. Davis also openly recounts an example campaign failure, when a Jose Cuervo ad aimed at the popular bottle service club scene had to be pulled when the 2008 recession made the concept socially unacceptable seemingly overnight. She details her leadership approach in bouncing back from such failures, grieving briefly before rallying the team around new objectives. This episode delivers a wealth of real-world perspectives that will resonate with business leaders and marketers focused on driving growth through branding and innovation. Davis is clearly an insightful expert on not only building brands, but also rebuilding and reinvigorating them amidst economic flux and social change. Her emphasis on understanding consumer psychology also contains lessons relevant far beyond the marketing function.   OUTLINE:    (00:00:00) Introduction (00:02:00) Cathy's background and early interest in marketing/branding (00:05:00) Getting start at Leo Burnett and repositioning major brands (00:10:00) Breathing personality and emotion into more sterile brands (00:15:00) Defining a "challenger brand" (00:18:00) Transitioning from agency side to client side at Morgan Stanley (00:22:00) Keys to successful brand repositioning (00:25:00) Becoming a Chief Marketing Officer and unifying brand building with performance marketing (00:30:00) Work at nonprofit Feeding America and increasing impact (00:35:00) Balancing professional and nonprofit board responsibilities (00:38:00) Joining TastyTrade and recent rebranding effort (00:42:00) Selecting and working with agency partners (00:45:00) Naming considerations for brokerage firm (00:48:00) Staying on top of trends and avoiding status quo (00:52:00) An example campaign failure and how to rally teams after setbacks (00:55:00) Recommended resources for continuous learning   EPISODE LINKS: TastyTrade: https://tastytrade.com/ Feeding America: https://www.feedingamerica.org/ Leo Burnett: https://leoburnett.com/ Morgan Stanley: https://www.morganstanley.com/ Diageo: https://www.diageo.com/en Accenture: https://www.accenture.com/us-en Cathy’s Twitter: https://twitter.com/catherinedavis1?lang=en Cathy’s LinkedIn: https://www.linkedin.com/in/catherineadavis/ Eating the Big Fish (Book): https://www.amazon.com/Eating-Big-Fish-Challenger-Compete/dp/0470238275   SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/

Michelle Peterson is currently serving as the Senior Vice President (SVP) at Kendra Scott, a prominent fashion and jewelry company. Before joining Kendra Scott, Michelle has had an extensive and diverse career journey. She studied chemical engineering, which is quite an unconventional path for someone in a marketing role. Her educational background includes attending Cornell early in her high school career, indicating a strong aptitude in math and science. Despite this technical background, Michelle always harbored a passion for marketing, stemming from an early interest in critiquing advertisements and understanding consumer behavior. Peterson's tenure at General Mills was transformative, marked by her leadership in repositioning the Nature Valley brand through consumer-centric insights and innovation. She emphasizes the importance of adapting to market trends, a skill she further honed in smaller, founder-led companies like Pressed, a plant-based snack firm. Here, she undertook a complete brand overhaul, showcasing her versatility and ability to thrive in diverse marketing environments. Peterson's approach to marketing is notably creative, viewing it as an opportunity to disruptively address consumer insights, productivity, and efficiency. This interview is a valuable resource for marketers, CMOs, founders, MBA students, and managers, offering insights into Peterson's adaptive marketing strategies and leadership style across corporate and startup settings. Her experiences underscore the necessity of balancing creative insight with analytical rigor, understanding different organizational cultures, and evolving marketing roles in various business contexts. This makes the interview a significant listen for those looking to navigate modern marketing's challenges and opportunities.   OUTLINE:   (00:00:00) Introduction (00:00:57) Michelle's background and journey into marketing (00:02:32) Michelle's definition of creativity  (00:03:04) Following your passion in your career (00:05:49) Transitioning careers from engineering to marketing (00:08:36) Nature Valley product innovations  (00:10:50) Turning around legacy brands  (00:14:50) Launching new Nature Valley products based on consumer insights (00:17:42) Adapting innovation process to be more agile and iterative (00:19:40) Nature Valley protein bar innovations (00:21:02) Pivoting lagging brands to drive growth (00:24:41) Taking a holistic approach to transforming brands  (00:26:30) Moving to smaller, faster-paced companies (00:28:09) Leading multi-unit retail businesses (00:29:42) Hospitality industry changes during COVID (00:32:26) Becoming Chief Marketing Officer at Press (00:33:48) Following your passions in your career (00:35:33) The role of company culture  (00:36:16) Differences working at founder-led companies  (00:38:47) Responsibility working for founder-led brands   (00:41:11) Process for rebranding Press (00:44:22) Criteria for selecting agency partners (00:45:49) Leading the Press rebrand (00:47:24) Joining Kendra Scott as CMO (00:48:44) Interviewing with founder-led companies (00:50:26) Short CMO tenures  (00:52:33) Adapting leadership style to business needs (00:54:47) Metrics focused on as CMO  (00:59:20) Current marketing challenge (01:00:59) Exploring web3 opportunities   EPISODE LINKS: Michelle’s LinkedIn: https://www.linkedin.com/in/michellepetersoncmo/ Kendra Scott: https://www.kendrascott.com/ Kendra Scott Instagram: https://www.instagram.com/kendrascott/ Kendra Scott X: https://twitter.com/KendraScott Kendra Scott TikTok: https://www.tiktok.com/@kendrascott   SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/  

Marla Kaplowitz is the President and CEO of the 4A's (American Association of Advertising Agencies). She was previously the CEO of MEC North America, CEO of Wavemaker USA, and held senior leadership positions at other major media and advertising agencies. Kaplowitz has been recognized as one of the most influential women in media and marketing. She was named a "Woman to Watch" by Advertising Age and one of the "Most Powerful Women in Media" by Hollywood Reporter.   In this interview, Kaplowitz shares insights from her over 30 years of experience in the advertising industry. She provides advice for young leaders on developing their leadership style, dealing with challenging business situations, and managing teams. Kaplowitz emphasizes the importance of focusing on company culture and people first. She talks about understanding what motivates each individual, having empathy, and helping alleviate stress for employees. Kaplowitz also discusses owning mistakes quickly, bringing in the right talent, and having conviction when turning around struggling businesses.   The interview offers an inside look at leading advertising agencies through volatility and change. Kaplowitz's stories and advice are valuable for young marketers, CMOs, entrepreneurs and managers looking to develop leadership abilities, evolve company culture, and navigate business transformations. Her emphasis on people, curiosity and intuition makes this a compelling listen for anyone interested in inspirational leadership. OUTLINE: (00:00:00) Introduction (00:00:46) Kaplowitz's background and entry into advertising (00:03:16) Rising through the ranks at media agencies (00:06:58) Developing a leadership style (00:11:24) Focusing on company culture and people (00:15:55) Turning around struggling businesses (00:20:05) Dealing with challenging situations (00:23:03) Maintaining a positive attitude (00:25:29) Work-life integration and self-care (00:30:44) Making tough talent decisions (00:32:10) Empowering employees (00:34:08) Communication styles and leadership (00:36:58) Parallels between leadership and parenting (00:38:52) Transitioning to leading the 4A's (00:42:19) Inspiring remote teams (00:42:33) Differentiating as a service provider (00:43:06) Attracting talent to the ad industry (00:44:13) Traits of great client service people (00:45:19) Brand building vs. performance marketing   EPISODE LINKS: 4A's (American Association of Advertising Agencies): https://www.aaaa.org/ MEC: https://www.mecmarketinggroup.com/ GroupM: https://www.groupm.com/ Marla’s Twitter: https://twitter.com/meknyc?lang=en Ogilvy on Advertising (Book): https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X Fast Company article on Inspiring Happiness course at MEC: https://www.fastcompany.com/1682068/how-one-company-taught-its-employees-how-to-be-happier-and-what-happened-next Executive coach Helen Mumford Soul: https://www.mumfordsole.com/   SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/

Mike King is the the founder of iPoRank, an SEO and digital marketing agency, and the CMO of AIPRM, an AI prompt marketplace startup. He has an extensive background in marketing, coding, and rap music.   In the interview, Mike discusses his journey from coding as a kid to releasing rap albums and battling MCs, to working at major agencies like Razorfish. He shares how his technical skills enabled him to excel at SEO and content strategy roles at agencies. Frustrated by the agency world, Mike started his own successful agency iPoRank. As a black man in tech, Mike faced challenges like unconscious bias and resisting the trend to 'code switch' to fit in. He discusses how previous generations of black professionals had to assimilate, while he refused to change himself to appease others. Mike aims to instill confidence, curiosity and grit into his daughters so they can achieve anything they desire. Shifting to AI, Mike believes generative AI will make people lazier as knowledge becomes externalized. He thinks entertainment like movies and music will be disrupted as digital humans proliferate. Pete and Mike discuss concerns around AI fueling misinformation, diminishing attention spans, and altering human memory and consciousness. Overall, this was an insightful interview covering personal branding, diversity in tech, parenting, and the societal impacts of AI. Mike provides a unique perspective as both a technical expert and creative marketer. OUTLINE: (00:00:00) Mike's background and journey into marketing/SEO (00:04:50) Starting his own agency after bad agency experiences (00:15:51) Leveraging music skills to become an SEO thought leader (00:19:21) Seeing content creation like a rap cypher (00:23:33) Using brand building to improve SEO performance (00:27:47) Valuing real world authenticity as AI advances (00:34:26) AI shortening attention spans but increasing output (00:36:55) Writing effective prompts for chatbots (00:45:48) Societal impacts of AI and digital consciousness (00:50:29) Ethics of AI development (00:55:04) Democratizing software development with AI (01:02:12) Promoting diversity and inclusion in tech (01:08:11) Dealing with unconscious bias in the workplace (01:21:28) AI disrupting the entertainment industry (01:31:20) Changes in attention span and memory due to internet/AI (01:34:07) Diminishing attention spans but increased output     EPISODE LINKS: Razorfish: https://www.razorfish.com/ SEOmatrix:https://seomatrix.com/ IPullRank: https://ipullrank.com/ Mike’s LinkedIn: https://www.linkedin.com/in/michaelkingphilly/ Mike’s Twitter: https://twitter.com/iPullRank “Lost and Founder” by Rand Fishkin: https://www.amazon.com/Lost-Founder-Painfully-Honest-Startup/dp/0735213321 “What's Our Problem?” by Tim Urban: https://www.amazon.com/Whats-Our-Problem-Self-Help-Societies-ebook/dp/B0BTJCTR58 “Drive” by Daniel Pink: https://www.danpink.com/books/drive/ WaitButWhy article on AI existential risk: https://waitbutwhy.com/2015/01/artificial-intelligence-revolution-1.html     SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/  

Danny Mandelbaum is the VP of Marketing at The Long Drink Company. He was previously the Global Brand Director for Ryan Reynolds' Aviation American Gin at Diageo, and held senior marketing roles at Proximo Spirits managing Jose Cuervo tequila, Kraken Rum, and Three Olives Vodka. Over his 20+ year career, Danny has led marketing for iconic CPG and alcohol brands. The interview provides insights into brand building from Danny's experience. He discusses the importance of uncovering emotional connections and cultural truths to build iconic brands. Danny shares how he focuses on defining core brand equity and persona in an authentic way, contrasting this long-term brand building with short-term performance marketing optimization. He advises new brands to start by defining their ideal identity and equity before exploring strategies to achieve that. Currently at The Long Drink Company, Danny aims to drive awareness and penetration for the Finnish long drink cocktail through disruptive marketing and partnerships. The interview offers aspiring marketers wisdom on brand building from Danny's journey leading marketing for global brands like Heineken, Aviation Gin, and now The Long Drink. OUTLINE: (00:01:38) Early interest in marketing and advertising (00:02:57) Understanding consumer motivations and perspectives (00:05:14) Launching Old Spice in Mexico (00:07:18) “Premiumizing” Jose Cuervo tequila (00:08:09) Partnership with Rolling Stones for Jose Cuervo (00:10:00) Shift to marketing roles focused on driving revenue (00:10:53) Working with Ryan Reynolds on Aviation Gin (00:12:13) Joining Long Drink Company and growing awareness (00:15:38) Pursuing marketing for brands you believe in (00:17:31) Emotional connections between consumers and brands (00:19:30) Advice for building emotional brand connections (00:24:15) Keep It Legendary Heineken campaign (00:26:40) Jose Cuervo partnership with the Rolling Stones (00:35:02) Taking on the massive Jose Cuervo brand (00:38:06) Repositioning Jose Cuervo's brand image (00:43:11) Unearthing cultural brand stories through research (00:52:36) Creating fast turnaround creative with Aviation Gin (00:54:34) Entrepreneurial spirit at small vs. big companies (00:57:32) Building trust as a leader (01:00:11) Criteria for choosing influencer partnerships (01:03:20) Brand building vs. performance marketing (01:05:57) Defining brand building   EPISODE LINKS: Danny’s LinkedIn: https://www.linkedin.com/in/dannymandelbaum/ Danny’s Twitter: https://twitter.com/danmandel Danny’s Instagram: https://www.instagram.com/dannymandelbaum Long Drink Website: https://www.thelongdrink.com/ Long Drink Instagram: https://www.instagram.com/longdrink Long Drink Facebook: https://www.facebook.com/thelongdrink “Pepsi, Where’s My Jet?”: https://www.youtube.com/watch?v=lzS8BQBcAu4   SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/

Mauro Porcini is PepsiCo's Chief Design Officer and author of the new book "The Human Side Of Innovation." Mauro has over two decades of experience leading design for major global brands like PepsiCo, 3M, and Philips. He is considered an influential voice in applying design thinking to business innovation and growth. In this wide-ranging discussion, Mauro covers the inspiration behind his new book on human-centered business leadership. He shares his vision for the future of food/beverages, wearable tech, and holistic design. Mauro provides insights on building a creative "unicorn" culture within large organizations and the ROI of design for CEOs. He reflects on key lessons learned from iconic designers like Alessandro Mendini. The interview offers an inside perspective on Mauro's leadership approach and passion for elevating the role of design in business.   OUTLINE: (00:00:00) Introduction and getting to know Mauro Porcini (00:01:15) What inspired Mauro to write his new book (00:04:00) Mauro's dream for what he hopes the book achieves (00:06:40) Mauro's background in wearable technology (00:07:15) The future of food/beverages and wearable tech (00:11:20) Mauro's experience running his own agency vs. working for PepsiCo (00:13:25) The importance of holistic design and learnings from Alessandro Mendini (00:17:55) The business value and ROI of design (00:22:00) Developing innovative "unicorn" DNA in organizations (00:26:40) Where to find more information about Mauro and his new book     EPISODE LINKS:   The Human Side Of Innovation by Mauro Porcini: https://www.amazon.com/Human-Side-Innovation-Power-People/dp/1523002883 Mauro’s LinkedIn: https://www.linkedin.com/in/mauroporcini Mauro’s Website: https://www.mauro-porcini.com/ Mauro’s Instagram: https://www.instagram.com/mauroporcini/?hl=en Mauro’s X: https://twitter.com/mauroporcini?lang=en     SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/