Podcasts about actionable tips

Welcome back to another episode of Ask Kati Anything! In this episode, we are testing out our new single-topic format and diving deep into a topic you requested: adult friendships. Are your friendships truly fulfilling, or are you staying in them simply because they are familiar? As we get older, our social dynamics change drastically. Today, we are breaking down the psychological differences between connections that are healthy and those that are just comfortable... because comfortable doesn't always mean healthy. The Red Flags: How to spot an unhealthy friendship, including passive-aggressive digs disguised as "honesty," scorekeeping, loyalty tests, and a total lack of reciprocity. The Green Flags: What a healthy, mutually supportive friendship actually looks like, from conflict resolution and repair to being able to celebrate each other's wins. "Letting Out the Rope": A visualization tool to help you gracefully pull back from one-sided relationships without dramatic confrontation. Making Friends as an Adult: Actionable strategies to beat the loneliness epidemic using proximity, repetition, and the scientific "50-Hour Rule" to turn acquaintances into true friends. The Physical Toll of Ambivalence: Fascinating research from the University of Utah revealing how "ambivalent" friendships (people you have mixed positive and negative feelings about) cause higher cardiovascular stress and blood pressure spikes than consistently negative ones. 00:00 - Introduction: The Reality of Adult Friendships 02:24 - Is Your Friendship Healthy, or Just Comfortable? 05:33 - Spotting the Signs of an Unhealthy Relationship 14:55 - Sponsor Break: Rebound 16:47 - The Green Flags: What True Connection Looks Like 25:59 - When to Stay vs. When to Walk Away 38:15 - Setting Realistic Expectations with Friends 45:55 - Actionable Tips for Making New Friends (The 50-Hour Rule) 54:12 - Psychological Research: How Ambivalent Friends Harm Your Health Today's Sponsor: This episode is brought to you by Rebound, offering virtual, evidence-based trauma treatment with specialized therapists. Rebound is in-network with most major insurance plans across all 50 states. You deserve a therapist who truly understands what you've been through. Go to hellorebound.com/askkatianything to check your insurance and get matched today! Join the Conversation: What resonated with you the most in this episode? Do you have any friendship "green flags" to add? Let me know your thoughts and leave your questions for next week's episode in the comments below! Have a wonderful week, do your homework, and report back! Learn more about your ad choices. Visit megaphone.fm/adchoices

Watch the show on television by downloading the e360tv channel app to your Roku, LG or AmazonFireTV. You can also see it on YouTube.Devin: What is your superpower?Dan: Ability to communicate complex issues through shared values.Factory farming isn't what many of us imagine. It's far from green fields and pastures. Dan Shannon, CEO of The Humane League, is working tirelessly to expose the harsh realities of factory farming and offer solutions that reduce the suffering of billions of animals trapped in these systems.“99% of animals raised for food never see anything like the pastoral images we grew up imagining,” Dan explained during today's episode. Instead, these animals are treated as commodities, often confined in spaces so small they can barely move.By raising awareness about the scale of this problem—affecting roughly 30 to 35 billion animals—Dan and The Humane League aim to inspire citizens, voters, and companies to take action. “Consumers never asked for this,” Dan emphasized, noting that 80% of Americans disapprove of factory farming practices.A core focus of The Humane League is transitioning companies from using conventional eggs to higher-welfare cage-free eggs. Despite the shortcomings of cage-free systems, this shift significantly reduces animal suffering. Dan likened the conditions of egg-laying hens in battery cages to being crammed into a file cabinet drawer with several others, unable to engage in basic natural behaviors. “Hens have natural instincts to perch, dust bathe, and establish social hierarchies that are utterly frustrated in these environments,” he said.In addition to advocating for corporate responsibility, awareness plays a significant role. Dan stressed the importance of consumers understanding product labels and seeking meaningful distinctions like “cage-free” while rejecting misleading terms like “all natural” or “farm fresh,” which are purely marketing.Ultimately, Dan believes change hinges on collective action. He encourages people to use their purchasing power, ask companies tough questions, and vote for policies and politicians prioritizing animal welfare.Through The Humane League's efforts, institutional policies are evolving, and public consciousness is shifting. As Dan put it, “No matter what you ate for breakfast, there's a lot you can do to help build a more compassionate world.”With tireless advocates like Dan leading the charge, the vision of ending factory farming is no longer a distant dream but a mission within reach.tl;dr:Dan Shannon explained how The Humane League combats factory farming to reduce animal suffering globally.The organization helps companies adopt higher-welfare practices like transitioning to cage-free egg production.Dan highlighted how misleading labels and marketing hinder consumer understanding of humane practices.Using shared values and informed voting, people can influence corporate and governmental animal welfare policies.Dan shared his superpower of values-driven communication, providing tips for engaging effectively with others.How to Develop Values-Driven Communication As a SuperpowerDan's superpower for leading The Humane League is his ability to communicate complex issues through shared values. He explains, “At the end of the day, our work is about values… I find most people to be empathetic.” Dan connects with others by focusing on common ground, stating, “People care about right and wrong and don't want to support practices they don't agree with.”Dan shared a story of appearing on a shock-jock radio show where he was initially mocked for his views on animal welfare. Despite the hostile tone, he engaged with empathy and humor, focusing on humane values. Weeks later, the host invited him back, seeking his expertise on an animal cruelty case. The relationship flourished, granting Dan recurring opportunities to educate millions of listeners about animal compassion.Actionable Tips to Develop Values-Driven Communication:Find Common Ground: Focus on shared values like empathy, fairness, or community.Avoid Assumptions: Approach every communication with an open mind and avoid writing people off.Simplify Complex Issues: Distill intricate topics into relatable, values-based messages.Stay Resilient: If met with resistance, remain patient, empathetic, and persistent.By following Dan's example and advice, you can make values-driven communication a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!Guest ProfileDan Shannon (he/him):CEO, The Humane LeagueAbout The Humane League: The Humane League (THL) is a global nonprofit dedicated to ending the abuse of animals in the food system. Since 2005, the organization has transformed farmed animal welfare, with a focus on caged laying hens, through corporate campaigns, public policy advocacy, and coalition-building, securing thousands of cage-free commitments from leading food companies. The US egg industry is at a tipping point: nearly 50% of eggs are now cage-free, a milestone that signals the success of THL's mission as the organization works to end factory farming in our lifetime, one cage at a time.Website: thehumaneleague.orgCompany Facebook Page: facebook.com/thehumaneleagueCompany Twitter Handle: @TheHumaneLeagueOther URL: investigations.openwingalliance.org/realcostofeggsBiographical Information: Dan Shannon is a seasoned nonprofit strategist and leader with more than two decades of experience at the intersection of campaigns, philanthropy, and animal protection. He has spent his career building movements and coalitions that drive systemic change, with a particular focus on ending the abuse of animals raised for food. Prior to joining The Humane League as CEO, Shannon served as Chief Partnerships Officer at Tides, leading philanthropic strategy and managing $700 million in annual grantmaking to advance social justice and civic engagement. He also held leadership roles at Purpose, advising major organizations including Feeding America, UNICEF, and the Gates Foundation, and spent ten years at PETA, where he led the youth outreach program peta2.As CEO of The Humane League, Shannon is guiding the organization into its third decade of impact, focusing on corporate campaigns, public policy, and global coalition-building to accelerate progress toward cage-free eggs and ultimately end factory farming. He is also the co-author of two acclaimed vegan cookbooks, Betty Goes Vegan and Mastering the Art of Vegan Cooking, and continues to promote compassionate living through his writing and advocacy.LinkedIn Profile: linkedin.com/in/danshannon2Personal Facebook Profile: facebook.com/superdan79Personal Twitter Handle: @DanShannonTHL Instagram Handle: @superdan1979Support Our SponsorsOur generous sponsors make our work possible, serving impact investors, social entrepreneurs, community builders and diverse founders. Today's advertisers include Kaylaan, High Desert Gear and Climatize. Learn more about advertising with us here.Max-Impact Members(We're grateful for every one of these community champions who make this work possible.)Brian Christie, Brainsy | Cameron Neil, Lend For Good | Carol Fineagan, Independent Consultant | Hiten Sonpal, RISE Robotics | John Berlet, CORE Tax Deeds, LLC. | Justin Starbird, The Aebli Group | Lory Moore, Lory Moore Law | Marcia Brinton, High Desert Gear | Mark Grimes, Networked Enterprise Development | Matthew Mead, Hempitecture | Michael Pratt, Qnetic | Mike Babbit | Coledger Solutions | Mike Green, Envirosult | Nick Degnan, Unlimit Ventures | Dr. Nicole Paulk, Siren Biotechnology | Paul Lovejoy, Stakeholder Enterprise | Pearl Wright, Global Changemaker | Scott Thorpe, Philanthropist | Sharon Samjitsingh, Health Care Originals | Add Your Name HereUpcoming SuperCrowd Event CalendarIf a location is not noted, the events below are virtual.Join the SuperCrowd Impact League! You can be recognized for making impact investments via Reg CF. See how your activity compares to your peers. It's free. Win valuable prizes. Start now!SuperCrowd Impact Member Networking Session: Impact (and, of course, Max-Impact) Members of the SuperCrowd are invited to a private networking session on June 9th at 8:00 PM ET/5:00 PM PT. Mark your calendar. We'll send private emails to Impact Members with registration details. Upgrade to Impact Membership today!Devin Thorpe will lead SuperCrowdHour on June 17, 2026, at 12:00 PM Eastern. In this insightful session, “How to Benchmark Your Impact Crowdfunding Portfolio v. the Stock Market,” Devin will explore how impact investors can evaluate the performance of their regulated investment crowdfunding portfolios alongside traditional stock market benchmarks. Drawing on his experience as a former investment banker, impact investor, and crowdfunding advocate, he will break down practical methods for measuring returns, assessing risk, and understanding the broader value created through impact investing. Attendees will gain a clearer understanding of how private impact investments compare with public market performance, what metrics matter most, and how to build a more informed long-term investment strategy. Whether you're an experienced impact investor or just beginning to build your crowdfunding portfolio, this SuperCrowdHour will provide valuable insights to help you evaluate both financial and social returns with greater confidence and clarity.SuperCrowd26 featuring PurposeBuilt100™: This August 25–27, founders, investors, and ecosystem leaders will gather for a three-day, broadcast-quality global experience focused on disciplined capital formation, regulated investment crowdfunding, and purpose-driven growth. We're bringing together leading voices in impact investing, compliance, digital marketing, and circular economy innovation to deliver practical frameworks, real-world case studies, and actionable strategies. The event culminates in the PurposeBuilt100™ Showcase, recognizing 100 of the fastest-growing purpose-driven companies in the U.S. Register now to secure your seat and get all the details. August 25–27, streaming worldwide.Share the application for the PurposeBuilt100™: Purpose-driven founders deserve recognition. The PurposeBuilt100™ application window is now open—celebrating the fastest-growing companies building profit with purpose. If you know a founder creating real impact and real growth, please share this opportunity. Applications are free and confidential. Explore the program and apply today: PurposeBuilt100.com.Community Event CalendarSuccessful Funding with Karl Dakin, Tuesdays at 10:00 AM ET - Click on Events.Interested in joining the invitation-only discussion with impact giant Jed Emerson at the Business Response to Authoritarian Threats discussion on June 10th at 4:00PM ET? Send a message to Devin Thorpe.On June 18th at 5pm ET, join Tampa Bay Innovation and Menlo Park Patents for the Q2 Pitch Showcase, a live gathering for founders, inventors, investors, and startup supporters. Watch selected entrepreneurs pitch bold ideas, network with the innovation community, and see winners earn valuable prizes, including patent, valuation, and investor-meeting opportunities in St. Petersburg, Florida.Register Now! October 20th and 21st will be the Crowdfunding Professional Association Regulated Investment Crowdfunding Summit for 2026. This is the event of the year for everyone in the crowdfunding ecosystem.If you would like to submit an event for us to share with the 10,000+ changemakers, investors and entrepreneurs who are members of the SuperCrowd, click here.Manage the volume of emails you receive from us by clicking here.We share educational information—not investment advice. Some links may generate compensation. See our full disclosure. Get full access to Superpowers for Good at www.superpowers4good.com/subscribe

In this episode of The Long Game Podcast, David Khim sits down with Johann Wrede, Global CMO at UserTesting, to explore how AI is reshaping brand perception, the role of the modern CMO, and why truly customer-centric marketing still comes down to diet and exercise. They discuss why AI has become the new front door to brands — compressing and abstracting how companies are perceived before a human ever visits their site — and how marketers can influence (but never fully control) that narrative. Johann also shares his philosophy on solution marketing over product marketing, the big bets he's making on in-person events, and how he's building agentic marketing workflows to give his team better first drafts without replacing their judgment. Key Takeaways: AI has become the new front door to brands, compressing and abstracting brand identity before a prospect ever reaches your website — and marketers can influence this but not control it. Semantic pre-compression — stripping fluff and using single, precise descriptors — is the most practical way to influence how LLMs represent your brand. Brand consistency across every customer touchpoint (marketing, sales, support, product) is the only durable lever marketers have in an AI-driven world. The CMO's role is not just pipeline — it's stewarding how the market understands the company across the entire customer journey, including post-sale. Solution marketing outperforms product marketing because people spend money to solve problems, not to add tools to their stack. Listening to sales calls is still the most underutilized source of messaging, positioning, and prompt-tracking insight available to marketing teams. Agentic marketing workflows — chaining copywriter, persona, humanizer, and CRO agents — can dramatically improve first-draft quality before a human ever reviews the output. The workplace is shifting from knowledge work to thought work: the value is no longer what you know but how creatively and critically you can think through problems. Show Links Visit UserTesting on Twitter Connect with Johann Wrede on LinkedIn Connect with David Khim on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social:  Twitter: @beomniscient LinkedIn: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Watch the show on television by downloading the e360tv channel app to your Roku, LG or AmazonFireTV. You can also see it on YouTube.Devin: What is your superpower?Ashley: Ability to take complex situations and create innovative, multidimensional solutions.Conferences are where deals get done and ideas are exchanged. Yet, the world of event organization has long been plagued by inefficiencies, high costs, and a lack of diversity. That's where Ashley Wilson comes in with Conference Connect, a groundbreaking platform designed to transform the conference experience for everyone involved. Think of it as LinkedIn for speakers meets Yelp for events.During today's episode of the show, I had the privilege of learning about Ashley's vision for creating a centralized marketplace that connects speakers, event organizers, vendors, and attendees. She explained that the platform addresses two major challenges in the event space.“The audience is just a mirror of who is on stage,” Ashley shared. “If you lack diversity in your speaker lineup, you lack diversity in the audience. And that translates into a lack of opportunities for all.” Her emphasis on building more diverse and inclusive conferences highlights a profound societal need, reflecting her mission to create opportunities for underrepresented groups.Conference Connect includes features such as free profiles for speakers and event organizers, event reviews, and a ticket affiliate program that drives brand awareness and boosts ticket sales. These features aim to address the core problems Ashley herself has encountered over her career. “As a speaker who has traveled across the country, I found there was no resource that gave me confidence in booking an event,” she said.The platform also has big plans on the horizon. Ashley revealed that they're expanding their tools to assist with speaker selection and sponsorship acquisition, ensuring a seamless and efficient organizational process. She noted that Conference Connect is built on the mission of creating more accessibility and fostering community within the event space.The best part? Ashley and her team are taking things a step further by opening the doors for everyday investors to be part of their journey through a regulated crowdfunding campaign on Wefunder. She explained, “We feel raising on Wefunder provides an opportunity to grow and meet the needs that we're receiving daily—even as cliché as it sounds, it'll add gas to the fire.”Ashley's passion and strategic thinking are powering a movement to reshape the event industry. By addressing its inefficiencies and providing a platform to elevate diversity, Conference Connect is well-positioned to make a lasting impact.tl;dr:Ashley Wilson introduced Conference Connect, a platform for speakers, organizers, and attendees to connect.The platform aims to increase inclusivity and diversity on conference stages and among attendees.Ashley also addressed inefficiencies in the event industry, such as the ticketing process and speaker selection.Conference Connect's regulated crowdfunding campaign on Wefunder offers investors an opportunity to support growth.Ashley's leadership stems from her superpower of finding innovative, multidimensional solutions to complex problems.How to Develop Complex Problem Solving As a SuperpowerAshley's unique superpower is the ability to take complex situations and create innovative, multidimensional solutions. “I feel that my superpower is my ability to take complex situations and look at all parts of the situation and come up with creative solutions that incorporate all of the different dimensions,” she explained in today's episode. Her mindset enables her to avoid one-dimensional, siloed approaches, ensuring that her solutions tackle multiple challenges simultaneously. This talent allows her to think holistically and develop impactful, long-term strategies in both business and personal contexts.Ashley shared an insightful example of leveraging her superpower in the context of her real estate firm. Rather than looking for wealthier tenants, her company implemented financial literacy programs for its working-class tenants. These free programs not only helped tenants make better financial decisions but also improved tenant retention and financial stability. By solving the deeper socioeconomic challenge, Ashley demonstrated how addressing root causes creates better outcomes for all involved.Actionable Tips for Developing this Superpower:Surround yourself with people who think differently and challenge your ideas.Hone your communication skills to avoid breakdowns and foster collaboration.Practice active listening to absorb and process complex information.Approach problem-solving with social responsibility in mind.Look for solutions that address interconnected issues rather than isolated symptoms.By following Ashley's example and advice, you can make complex problem solving a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!Guest ProfileAshley Wilson (she/her):Founder, Conference ConnectAbout Conference Connect: ConferenceConnect.com is a digital marketplace and discovery platform designed to connect three main groups in the event industry: organizers, speakers, and attendees.Founded around 2023, the platform positions itself as a ”community-driven“ ecosystem that uses reviews and data to help users find high-quality events and talent.Website: conferenceconnect.comCompany Facebook Page: facebook.com/people/Conference-Connect/61553408373383/Other URL: wefunder.com/conferenceconnectBiographical Information: Ashley Wilson, is the Co-Founder of Conference Connect, Founder and CEO of Bar Down Investments, LLC, Co-Founder of Apartment Addicts & Co-Founder of HouseItLook, LLC, Best Selling Author of The Only Woman in the Room, Knowledge and Inspiration from 20 Women Real Estate Investors, a regular contributor to RENT magazine and has hosted several BiggerPockets multifamily series. LinkedIn Profile: linkedin.com/in/badashinvestorPersonal Facebook Profile: facebook.com/ashley.wilson.923/Instagram Handle: @badashinvestor Support Our SponsorsOur generous sponsors make our work possible, serving impact investors, social entrepreneurs, community builders and diverse founders. Today's advertisers include SorbiForce, High Desert Gear and Climatize. Learn more about advertising with us here.Max-Impact Members(We're grateful for every one of these community champions who make this work possible.)Brian Christie, Brainsy | Cameron Neil, Lend For Good | Carol Fineagan, Independent Consultant | Hiten Sonpal, RISE Robotics | John Berlet, CORE Tax Deeds, LLC. | Justin Starbird, The Aebli Group | Lory Moore, Lory Moore Law | Marcia Brinton, High Desert Gear | Mark Grimes, Networked Enterprise Development | Matthew Mead, Hempitecture | Michael Pratt, Qnetic | Mike Babbit | Coledger Solutions | Mike Green, Envirosult | Nick Degnan, Unlimit Ventures | Dr. Nicole Paulk, Siren Biotechnology | Paul Lovejoy, Stakeholder Enterprise | Pearl Wright, Global Changemaker | Scott Thorpe, Philanthropist | Sharon Samjitsingh, Health Care Originals | Add Your Name HereUpcoming SuperCrowd Event CalendarIf a location is not noted, the events below are virtual.SuperCrowd Impact Member Networking Session: Impact (and, of course, Max-Impact) Members of the SuperCrowd are invited to a private networking session on May 19th at 8:00 PM ET/5:00 PM PT. Mark your calendar. We'll send private emails to Impact Members with registration details. Upgrade to Impact Membership today!SuperCrowdHour, May 20, 2026, at 12:00 PM Eastern. Devin Thorpe will lead a session on “How to File Your Form C-AR Yourself for Free!” Designed for founders and issuers navigating regulated investment crowdfunding, this practical session will walk attendees through the annual Form C-AR filing process and show how to complete it independently—without unnecessary legal or filing expenses. Devin will explain what information is required, common mistakes to avoid, important deadlines to remember, and how staying compliant helps build trust with investors while protecting your raise. Whether you've recently closed an offering or are preparing for your first annual report, this SuperCrowdHour will provide a clear, cost-effective roadmap to filing your Form C-AR with confidence. Register here: https://thesupercrowd.com/20may26SuperCrowd26 featuring PurposeBuilt100™: This August 25–27, founders, investors, and ecosystem leaders will gather for a three-day, broadcast-quality global experience focused on disciplined capital formation, regulated investment crowdfunding, and purpose-driven growth. We're bringing together leading voices in impact investing, compliance, digital marketing, and circular economy innovation to deliver practical frameworks, real-world case studies, and actionable strategies. The event culminates in the PurposeBuilt100™ Showcase, recognizing 100 of the fastest-growing purpose-driven companies in the U.S. Register now to secure your seat and get all the details. August 25–27, streaming worldwide.Share the application for the PurposeBuilt100™: Purpose-driven founders deserve recognition. The PurposeBuilt100™ application window is now open—celebrating the fastest-growing companies building profit with purpose. If you know a founder creating real impact and real growth, please share this opportunity. Applications are free and confidential. Explore the program and apply today: PurposeBuilt100.com.Community Event CalendarSuccessful Funding with Karl Dakin, Tuesdays at 10:00 AM ET - Click on Events.Earthstock Summit, Ojai, CA, May 29-31: The Earthstock Regenerative Summit in Ojai brings together leaders and community members for panels, workshops, films, music, and hands-on projects focused on regenerative agriculture, ecological design, resilience, health, and sustainable living.Save the Date! October 20th and 21st will be the Crowdfunding Professional Association Regulated Investment Crowdfunding Summit for 2026. This is the event of the year for everyone in the crowdfunding ecosystem.If you would like to submit an event for us to share with the 10,000+ changemakers, investors and entrepreneurs who are members of the SuperCrowd, click here.Manage the volume of emails you receive from us by clicking here.We share educational information—not investment advice. Some links may generate compensation. See our full disclosure.We use AI to help us write compelling recaps of each episode. Get full access to Superpowers for Good at www.superpowers4good.com/subscribe

Watch the show on television by downloading the e360tv channel app to your Roku, LG or AmazonFireTV. You can also see it on YouTube.Devin: What is your superpower?Omar: Ability to combine undying persistence with visionary thinking.When most people think of healthy food, the first things that come to mind are bland flavors and unfamiliar ingredients. Omar Atia, Founder and CEO of ZeroCarb LYFE, is changing that perception. His growing food company delivers indulgent, crave-worthy foods that are also healthy—creating a game-changing option for consumers seeking low-carb, high-protein alternatives.Leveraging his experience with major food brands like Kraft and Procter & Gamble, Omar has transformed a simple kitchen-table idea into a thriving enterprise with products now available online and even on Target shelves. His mission? To create “tasty and healthy” products, including protein-based pizza crusts, chips, and tortillas, that improve quality of life.“Our protein-based pizza actually brings people's blood sugar down instead of raising it,” Omar explained in today's episode. For those living with diabetes or athletes looking for sustained energy, ZeroCarb LYFE provides an alternative to traditional comfort foods.What began as a partnership during the pandemic has now scaled into a trusted brand with over 70,000 customers. Omar emphasized how e-commerce played a pivotal role early on, noting that having a direct connection with customers allowed him to test, iterate, and refine his products using real-time feedback.Critically, ZeroCarb LYFE is building a movement around a core insight: indulgence doesn't have to mean sacrificing health. “People currently think about healthy food as something that doesn't taste great. What we want to do is bring a very different version of that,” Omar explained.In support of scaling his vision, ZeroCarb LYFE has launched a regulated crowdfunding campaign via Wefunder, inviting customers and fans alike to become co-owners. Omar sees this community-driven approach as an opportunity to “hockey-stick” growth while allowing supporters to share in the company's success.With today's growing recognition of protein's importance in human diets, ZeroCarb LYFE is more than a food brand—it's a reimagining of how we approach healthy eating. If you're intrigued, consider checking out ZeroCarb LYFE to see how this company is reshaping the way we snack and dine, one protein-packed bite at a time.tl;dr:Omar Atia shares his mission to create indulgent, healthy protein-rich foods with ZeroCarb LYFE.E-commerce allowed early product testing, feedback, and scaling to over 70,000 customers since 2019.ZeroCarb LYFE offers products like protein-based pizza crusts, chips, and tortillas for healthier eating.By engaging customers via a Wefunder campaign, ZeroCarb LYFE invites everyone to be co-owners.Omar attributes his success to persistence, visionary thinking, and applying consumer insights effectively.How to Develop Persistence and Vision As a SuperpowerOmar's superpower is his ability to combine undying persistence with visionary thinking. He said, “I just constantly believe that if you put in the effort and keep moving toward the goal you genuinely believe in, you will accomplish it.” This blend of determination and big-picture perspective— “seeing systems at a global scale,” as he described it—allows Omar to not only create comprehensive solutions but also inspire others to work toward transformative change.At the start of ZeroCarb LYFE, Omar envisioned not just a product but a platform. He and his team began with protein-based pizza crusts but built a broader concept around creating indulgent, healthy foods across categories. He brought a systems-level perspective to the operation, demonstrating how the brand could impact restaurants, e-commerce, and retail simultaneously. His vision and persistence turned ZeroCarb LYFE from a single product into a scalable, category-defining company.Actionable Tips to Develop the SuperpowerSet clear long-term goals to guide your efforts, even amid immediate challenges.Regularly zoom out to see the “big picture” and assess your decisions within a systems perspective.Continuously iterate your solutions based on customer feedback and market testing.Surround yourself with a team of capable people who align with your mission.Stay persistent and learn to filter useful signals from distracting noise in your journey.By following Omar's example and advice, you can make persistence and vision a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!Guest ProfileOmar Atia (he/him):Founder and CEO, ZeroCarb LYFEAbout ZeroCarb LYFE: ZeroCarb LYFE is a food company focused on transforming health through food by making protein-forward, lower-carb, clean-ingredient products that are convenient, familiar, and transparent. The company was built to help consumers eat better without needing to become food experts, and it operates through a multi-channel model spanning direct-to-consumer, retail, and foodservice.Website: zerocarblyfe.comCompany Facebook Page: facebook.com/zerocarblyfeOther URL: wefunder.com/zerocarb.lyfeBiographical Information: Omar Atia is Founder and CEO of ZeroCarb LYFE. He is a Purdue University graduate with a Chemical Engineering degree and a Master's in Industrial/Mechanical, and he built his career inside major CPG companies including Procter & Gamble, Kraft Foods, ConAgra Foods, Dean Foods, and Mead Johnson Nutrition, where he worked across R&D and operations. After leaving corporate in 2013 to launch a consulting business that grew teams in the U.S. and Dubai, he began advising startups and contributing hands-on operational and product expertise. In 2019, he discovered the product concept that became ZeroCarb LYFE, recognized its ability to scale beyond a single recipe, and built the business into a growing CPG platform centered on ingredient transparency, health transformation through food, and operational control.LinkedIn Profile: linkedin.com/in/omaratiaSupport Our SponsorsOur generous sponsors make our work possible, serving impact investors, social entrepreneurs, community builders and diverse founders. Today's advertisers include SorbiForce, High Desert Gear and Climatize. Learn more about advertising with us here.Max-Impact Members(We're grateful for every one of these community champions who make this work possible.)Brian Christie, Brainsy | Cameron Neil, Lend For Good | Carol Fineagan, Independent Consultant | Hiten Sonpal, RISE Robotics | John Berlet, CORE Tax Deeds, LLC. | Justin Starbird, The Aebli Group | Lory Moore, Lory Moore Law | Marcia Brinton, High Desert Gear | Mark Grimes, Networked Enterprise Development | Matthew Mead, Hempitecture | Michael Pratt, Qnetic | Mike Babbit | Coledger Solutions | Mike Green, Envirosult | Nick Degnan, Unlimit Ventures | Dr. Nicole Paulk, Siren Biotechnology | Paul Lovejoy, Stakeholder Enterprise | Pearl Wright, Global Changemaker | Scott Thorpe, Philanthropist | Sharon Samjitsingh, Health Care Originals | Add Your Name HereUpcoming SuperCrowd Event CalendarIf a location is not noted, the events below are virtual.SuperCrowd Impact Member Networking Session: Impact (and, of course, Max-Impact) Members of the SuperCrowd are invited to a private networking session on May 19th at 8:00 PM ET/5:00 PM PT. Mark your calendar. We'll send private emails to Impact Members with registration details. Upgrade to Impact Membership today!SuperCrowdHour, May 20, 2026, at 12:00 PM Eastern. Devin Thorpe will lead a session on “How to File Your Form C-AR Yourself for Free!” Designed for founders and issuers navigating regulated investment crowdfunding, this practical session will walk attendees through the annual Form C-AR filing process and show how to complete it independently—without unnecessary legal or filing expenses. Devin will explain what information is required, common mistakes to avoid, important deadlines to remember, and how staying compliant helps build trust with investors while protecting your raise. Whether you've recently closed an offering or are preparing for your first annual report, this SuperCrowdHour will provide a clear, cost-effective roadmap to filing your Form C-AR with confidence. Register here: https://thesupercrowd.com/20may26SuperCrowd26 featuring PurposeBuilt100™: This August 25–27, founders, investors, and ecosystem leaders will gather for a three-day, broadcast-quality global experience focused on disciplined capital formation, regulated investment crowdfunding, and purpose-driven growth. We're bringing together leading voices in impact investing, compliance, digital marketing, and circular economy innovation to deliver practical frameworks, real-world case studies, and actionable strategies. The event culminates in the PurposeBuilt100™ Showcase, recognizing 100 of the fastest-growing purpose-driven companies in the U.S. Register now to secure your seat and get all the details. August 25–27, streaming worldwide.Share the application for the PurposeBuilt100™: Purpose-driven founders deserve recognition. The PurposeBuilt100™ application window is now open—celebrating the fastest-growing companies building profit with purpose. If you know a founder creating real impact and real growth, please share this opportunity. Applications are free and confidential. Explore the program and apply today: PurposeBuilt100.com.Superpowers for Good Live Pitch on e360tv — June 3, 2026. Purpose-driven founders raising capital through Regulation Crowdfunding are invited to apply by May 6, 2026, for a chance to pitch live to a national audience of investors and impact champions.Community Event CalendarSuccessful Funding with Karl Dakin, Tuesdays at 10:00 AM ET - Click on Events.Earthstock Summit, Ojai, CA, May 29-31: The Earthstock Regenerative Summit in Ojai brings together leaders and community members for panels, workshops, films, music, and hands-on projects focused on regenerative agriculture, ecological design, resilience, health, and sustainable living.Save the Date! October 20th and 21st will be the Crowdfunding Professional Association Regulated Investment Crowdfunding Summit for 2026. This is the event of the year for everyone in the crowdfunding ecosystem.If you would like to submit an event for us to share with the 10,000+ changemakers, investors and entrepreneurs who are members of the SuperCrowd, click here.Manage the volume of emails you receive from us by clicking here.We share educational information—not investment advice. Some links may generate compensation. See our full disclosure.We use AI to help us write compelling recaps of each episode. Get full access to Superpowers for Good at www.superpowers4good.com/subscribe

Trent and Lori Tobias, owners of the 15 Commerce Drive shopping center. The couple shares their journey from careers in car dealership and education to building a thriving community hub. Their crown jewel, Great Lakes Antique Boutique, features over 600 vendors across two locations, bringing a Galena-inspired charm right to Grayslake. The center also houses restaurants, salons, an escape room, and "The Room," a versatile event space. With plenty of parking and something for everyone, this neighborhood gem is truly worth discovering! Discovering Grayslake: How Local Businesses Build Community and Create Hidden Gems Welcome back to the heart of Lake County! In this episode of Discovering Grayslake, we sat down with Trent and Lori Tobias, the dynamic husband-and-wife team behind the thriving shopping center at 15 Commerce Drive. Their story is more than just a tale of entrepreneurship—it's a masterclass in community building, creative business management, and the power of local connections. Whether you're a Grayslake resident, a small business owner, or someone dreaming of launching your own venture, this in-depth guide will break down the key lessons and actionable tips from the episode. We'll explore how Trent and Lori transformed a half-empty plaza into a bustling hub, the secrets behind their wildly successful Great Lakes Antique Boutique, and how they've created spaces that bring people together. Table of Contents The Power of Local Connections Revitalizing a Community Space: Lessons from 15 Commerce Drive Building a Unique Retail Experience: Inside Great Lakes Antique Boutique Creating Versatile Community Spaces: The Room Vendor Management and Growth Strategies Seasonal Merchandising and Store Staging Balancing Passion, Family, and Business Actionable Takeaways for Local Entrepreneurs Final Thoughts: Kindness and Community The Power of Local Connections Main Theme:   At the heart of Trent and Lori's story is the idea that local businesses are more than just places to shop—they're the backbone of a community. Their journey began with a simple desire to bring the charm of Galena's antique scene closer to home, and it blossomed into a network of businesses that serve, connect, and uplift Grayslake. Key Insights: Word-of-mouth and personal relationships** are invaluable. Trent and Lori's businesses grew rapidly because they fostered genuine connections with vendors, customers, and other local entrepreneurs. Community involvement**—from hosting events to collaborating with neighboring businesses—creates a sense of belonging and loyalty. Actionable Advice: Get to know your neighbors.** Attend local events, introduce yourself to other business owners, and look for ways to collaborate. Be visible and approachable.** Trent and Lori are often present in their stores, greeting customers and making everyone feel welcome. Revitalizing a Community Space When Trent and Lori purchased the shopping center at 15 Commerce Drive, it was only about 45-50% occupied. Their approach to revitalizing the property offers a blueprint for anyone looking to breathe new life into a commercial space. Steps to Revitalization Invest in Infrastructure    Rehab and Renovate: They invested in updating the units, making them attractive to potential tenants.    Parking Matters: A new, well-lit, and convenient parking lot was a game-changer, especially in a small town where parking is often limited. Curate Your Tenant Mix    Community-Focused Tenants: They sought out businesses that would benefit the community—restaurants, salons, a dance studio, a chiropractic office, and more.    Synergy Between Tenants: The proximity of The Room event space, the escape room, and restaurants allows for seamless event planning and cross-promotion. Create Gathering Spaces    The Room: A 1,700 sq. ft. facility for micro-weddings, parties, concerts, and more. This space is designed to be flexible and accessible for all kinds of community events. Expert Tip:   When revitalizing a property, think beyond just filling vacancies. Ask yourself: How can this space serve the community? Look for tenants and amenities that complement each other and create a destination, not just a collection of businesses. Building a Unique Retail Experience: Inside Great Lakes Antique Boutique Great Lakes Antique Boutique isn't your average antique store. With over 600 vendors across two locations (Grayslake and Antioch), it's a treasure trove that draws shoppers from all over. What Sets It Apart? Sheer Scale and Variety:**     The boutique is deceptively large, with endless nooks and crannies. Customers often spend hours exploring and still find new surprises on a second lap. Constantly Changing Inventory:**     The store is staged and restocked for every season and holiday, ensuring there's always something new to discover. Personal Touch:**     Lori's passion for curating unique clothing and décor shines through. She travels to shows and markets across the country to find one-of-a-kind items. Actionable Tips for Retailers Create a Journey:**     Encourage customers to walk the store in both directions—you'll double their discoveries and time spent in-store. Make It Personal:**     Share stories behind your products. Lori loves hearing customers' memories and connections to the items they find. Offer Something for Everyone:**     From "bougie" upscale finds in Grayslake to farm antiques and a "man cave" in Antioch, the boutiques cater to a wide range of tastes. Creating Versatile Community Spaces: The Room One of the standout features of the shopping center is The Room—a flexible event space that fills a crucial need in Grayslake. Features and Uses Size:** 1,700 sq. ft., seating up to 75 people. Amenities:** Chairs, stage, sound system, and adaptable layout. Events:** Micro-weddings, birthday parties, comedy nights, concerts, art shows, and corporate meetings. Why It Works Convenience:**     The Room is adjacent to restaurants and an escape room, making it easy to plan multi-part events (e.g., a birthday party with food and entertainment all in one place). Community Focus:**     The space is designed for locals to gather, celebrate, and connect. Pro Tip:   If you're considering adding an event space to your business, think about how it can complement your existing tenants and serve unmet needs in your community. Vendor Management and Growth Strategies Managing over 600 vendors is no small feat. Trent and Lori's approach offers valuable lessons for anyone running a multi-vendor retail operation. Key Strategies Start Small, Scale Fast:**     Their first location filled up within days, and they quickly expanded to additional buildings and locations. Maintain a Waiting List:**     Demand for booth space remains high, ensuring a steady pipeline of new vendors and fresh inventory. Vendor Diversity:**     By offering spaces for everything from antiques to new clothing, they attract a broad spectrum of sellers and shoppers. Actionable Advice Foster a Vendor Community:**     Regular communication, collaborative events, and a supportive environment keep vendors engaged and invested in the store's success. Rotate and Refresh:**     Encourage vendors to update their booths regularly to keep the store dynamic and exciting. Seasonal Merchandising and Store Staging One of the boutique's biggest draws is its ever-changing look and feel. Lori and her team spend weeks preparing for each season and holiday, transforming the store into a new experience every time. Best Practices Plan Ahead:**     Start staging for major holidays and events well in advance. Team Effort:**     Involve staff and vendors in the process to bring fresh ideas and energy. Create Visual Impact:**     Use creative displays, themed décor, and strategic product placement to draw customers in and inspire purchases. Why It Matters Repeat Visits:**     Customers return again and again to see what's new, driving loyalty and word-of-mouth. Emotional Connection:**     Seasonal themes tap into nostalgia and celebration, making shopping a memorable experience. Balancing Passion, Family, and Business Trent and Lori's story is also about finding joy and balance in work and life. After long careers in education and the car business, they built a new chapter together—one that combines their love of antiques, travel, and community. Lessons Learned Follow Your Interests:**     Lori's passion for clothing and antiques led to a business that never feels like "just a job." Work as a Team:**     Trent handles the behind-the-scenes fixes and logistics, while Lori curates and connects with customers. Make Time for Each Other:**     Even during their busiest years, they made Sundays their day for antiquing and reconnecting. Advice for Couples in Business Divide and Conquer:**     Play to each other's strengths and communicate openly about roles and responsibilities. Celebrate Small Wins:**     Take time to enjoy the journey and the community you're building together. Actionable Takeaways for Local Entrepreneurs Whether you're running a boutique, managing a shopping center, or dreaming of starting your own business, here are the top lessons from Trent and Lori's journey: Invest in Your Space:**     Clean, well-lit, and accessible facilities attract both tenants and customers. Curate for Community:**     Choose tenants and offerings that serve local needs and create synergy. Keep It Fresh:**     Regularly

Favour Obasi-ike, MBA, MS breaks down the relationship between SEO and PPC advertising. He explains that while PPC provides short-term visibility and acts as a catalyst for brand awareness, SEO builds the long-term foundation that makes ads more cost-effective. Favour emphasizes that these two strategies should not be siloed; instead, they must work together. By ranking organically for specific keywords, businesses can lower their ad spend for those same keywords. The conversation also touches on the importance of content pillars, Google Search Console, and the value of organizing your digital assets to prevent overwhelm.Who is this for?Business owners, digital marketers, and entrepreneurs looking to understand the differences and synergies between Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. It's highly valuable for anyone wanting to build a sustainable, long-term marketing strategy while leveraging short-term wins through paid ads.Key Moments & Timestamps01:42 — The Core Difference: Understanding SEO (Search Engine Optimization) vs. SEM/PPC (Search Engine Marketing).03:34 — Short-Term vs. Long-Term: Why PPC is for short-term wins and SEO is for long-term sustainability.06:00 — The Synergy: How ranking organically for a keyword lowers the cost of bidding on that same keyword in ads.11:10 — Cross-Platform Strategy: Connecting your website to Google Search Console and Pinterest to build domain authority.32:47 — Tracking Success: Using Google Alerts and Search Console to track brand mentions and backlinks.107:41 — Final Takeaway: Organize your content pillars and don't feel overwhelmed by the technical aspects of SEO.FAQsQ: Should I focus on SEO or PPC first?A: You should focus on SEO first to build a strong foundation. PPC is a catalyst that drives immediate traffic, but if your website isn't optimized organically, you will end up paying higher costs per click over time.Q: How long does it take for ads to mature?A: Depending on the platform, it typically takes 7 to 28 days for an ad campaign to exit the learning phase and mature based on the target audience.Q: How do SEO and ads work together?A: When you rank organically for a specific keyword (e.g., "real estate planning") on your website, Google recognizes your authority. When you run ads for that same keyword, your cost per click is often lower because the destination link is highly relevant and authoritative.Action StepsBuild Your Foundation: Ensure your website is connected to Google Search Console so search engines can index your pages.Align Your Keywords: Use the same keywords in your organic content (URLs, titles) that you plan to bid on in your PPC campaigns.Set Up Alerts: Use Google Alerts to track when your brand or business is mentioned online to monitor your growing authority.Organize Content Pillars: Structure your website content into clear pillars and clusters to make it easier for both users and search engines to navigate.Book a Consultation: Reach out to Favour at info@playinc.online or favour@playinc.online to hire his SEO agency and streamline your digital marketing strategy.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS and guest speakers (including Celese Williams and Rocki) discuss the problem-to-solution framework of converting traffic into revenue. Favour explains that traffic must first be intentionally created by planting "seeds" (content) across the web and nurturing them over time.He shares a real-life example of a client who returned after three years because of consistent, long-term marketing efforts. The conversation also highlights the importance of creating "easy buttons" to reduce friction in the buying process and the resurgence of community-based marketing (like Skool and Patreon) as a reliable revenue driver.Who is this for?Business owners, digital marketers, and entrepreneurs looking to turn their website visitors into paying customers. It's highly valuable for anyone wanting to understand the mechanics of traffic generation, the importance of planting "content seeds" for long-term SEO, and how to optimize the customer journey for higher conversions.Key Moments & Timestamps01:43 — The Traffic Prerequisite: Why you must intentionally create traffic before you can convert it.03:26 — Quality over Quantity: The "sandcastle" analogy for building valuable, structured traffic.05:50 — Planting Seeds: Why articles and SEO content are like seeds that can yield recurring traffic for years.08:23 — Building Authority: How consistent messaging turns you into the go-to solution when a customer is finally ready to buy.11:08 — Real-Life Case Study: A client who paid an invoice and returned for a 12-week marketing sprint after three years of nurturing.14:26 — The Power of CTAs: How well-designed calls-to-action can increase conversions by 38% to over 160%.16:10 — Guest Insight (Celeste): Why consumers want the easiest path to purchase and how to create "easy buttons" in your business.17:46 — Guest Insight (Rocky): The resurgence of community-based marketing (Skool, Patreon, Facebook groups) and the growing, yet controversial, impact of AI-generated ads.FAQsQ: How do I create traffic in the first place?A: Traffic is created by consistently publishing valuable content (seeds) on your website and distributing those links across platforms like Pinterest, Reddit, LinkedIn, and YouTube to build an interconnected web of authority.Q: How long does it take for SEO content to generate revenue?A: SEO is a long-term strategy. You should give your content pillars at least 24 months to build capacity. However, the content you publish today can continue to drive traffic and revenue for years to come.Q: What is the easiest way to increase conversions on my website?A: Reduce friction. Create "easy buttons" by minimizing the number of steps, forms, or questions a customer has to navigate before making a purchase or booking a service.Action StepsPlant Your Seeds: Commit to a 24-month content strategy where you consistently publish and update articles on your website.Distribute Your Links: Share your website links across multiple platforms (Pinterest, LinkedIn, YouTube) to create an interconnected web of traffic sources.Audit Your CTAs: Review your website's calls-to-action. Ensure they are clear, compelling, and strategically placed to maximize click-through rates.Create "Easy Buttons": Simplify your booking or checkout process. Remove unnecessary questions or steps that might cause a potential customer to abandon the process.Build a Community: Consider launching a community group (via Skool, Patreon, or Facebook) to nurture your audience and build long-term trust.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS and guest speakers (including Celeste and Jason) discuss the mechanics of getting discovered on Pinterest. Favour explains that Pinterest is a visual search engine powered by an algorithm called "Pixie," which prioritizes relevance, uniqueness, and content quality. He shares actionable strategies for connecting your website's RSS feed to automatically generate pins, using colors (hex codes) to influence search results, and expanding keyword lists using broad, exact, and phrase match types.The conversation highlights Pinterest's long lifespan for content, noting that pins from years ago can still drive significant traffic today.Who is this for?Business owners, digital marketers, and content creators looking to leverage Pinterest as a visual search engine. It's highly valuable for anyone wanting to understand Pinterest's algorithm (Pixie), how to optimize pins for discoverability, and how to use Pinterest to drive long-term, recurring traffic to their website.SummaryFavour Obasi-ike and guest speakers (including Celese Williams and Jason) discuss the mechanics of getting discovered on Pinterest. Favour explains that Pinterest is a visual search engine powered by an algorithm called "Pixie," which prioritizes relevance, uniqueness, and content quality. He shares actionable strategies for connecting your website's RSS feed to automatically generate pins, using colors (hex codes) to influence search results, and expanding keyword lists using broad, exact, and phrase match types. The conversation highlights Pinterest's long lifespan for content, noting that pins from years ago can still drive significant traffic today.Key Moments & Timestamps01:20 — Meet Pixie: Introduction to Pinterest's algorithm and the key elements of discoverability.02:50 — Automation Hack: How to connect your website's RSS feed to a Pinterest Business account to auto-generate pins.04:45 — The Four Elements of Discoverability: Relevance, uniqueness, content quality, and engagement.06:06 — The Power of Color: How hex codes and background colors (e.g., purple) influence what ads and related pins show up next to your content.08:01 — The Psychology of "Saves": Why the number of saves is the strongest indicator of value on Pinterest.10:08 — Keyword Expansion Strategy: How to turn 25 broad keywords into 75+ keywords using quotation marks and brackets.15:38 — Content Syndication: Connecting Instagram to Pinterest to create multiple traffic pathways for a single piece of content.18:27 — Guest Insight (Celeste): Why Pinterest is an underutilized goldmine for product-based businesses and artists.19:22 — The Lifespan of a Pin: Why Pinterest content lives forever and how updating old articles can trigger a resurgence in traffic.FAQsQ: What is Pinterest's algorithm called and what does it look for?A: Pinterest's algorithm is called "Pixie." It looks for relevance (keywords, titles, descriptions), uniqueness (trends, colors), and content quality (image dimensions, mobile optimization).Q: How can I automatically create pins from my website?A: Create a free Pinterest Business account, go to your settings, and connect your website's RSS feed. When you publish an article with images, Pinterest will automatically pull those images and create pins linking back to your site.Q: How do I find the right keywords for Pinterest?A: Start with broad keywords related to your niche. Then, expand your list by adding quotation marks (phrase match) and brackets (exact match) to those same keywords. You can also use trends.pinterest.com to see what's currently popular.Action StepsSwitch to a Business Account: If you haven't already, convert your Pinterest profile to a free Business account to access analytics and website integration.Connect Your RSS Feed: Link your website to Pinterest so your blog images automatically generate pins.Optimize for Color: Be intentional about the colors and hex codes in your images, as Pinterest's visual search groups similar colors together.Expand Your Keywords: Take a list of 25 broad keywords and create variations using quotation marks and brackets to capture different search intents.Update Old Content: Refresh old articles on your website to trigger a resurgence of traffic from existing pins on Pinterest.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS and guest speakers (including Celese Williams and Darren Shaw) discuss the mechanics of getting discovered on Google. Favour emphasizes that discovery starts with a strong technical foundation; specifically, connecting your website to Google Search Console and submitting a sitemap. He shares a case study of a client who grew from under 20,000 to nearly 300,000 organic impressions in six months. The conversation also covers the importance of prioritizing your website over social media profiles, understanding search intent, and leveraging local SEO (like zip codes) to rank faster in less saturated markets.Who is this for?Business owners, digital marketers, and content creators looking to improve their organic search visibility. It's highly valuable for anyone wanting to understand the technical foundations of SEO, the importance of Google Search Console, and how to structure a website to rank higher and drive long-term traffic.Key Moments & Timestamps01:30 — The Search Loop: How people search, find, click, and save information on Google.03:14 — SEO Foundations: Why discovery is heavily based on keyword research, search intent, and semantics.04:30 — Case Study: Growing a client's organic impressions from 19.1K to 298K in six months.05:49 — The Role of Google Search Console: Why your website must be indexed and have a sitemap to be discovered.07:25 — Guest Insight (Celeste): The power of "niche-ing down" and finding low-hanging fruit in keyword research.10:19 — Guest Insight (Darren): The psychology of language and understanding the mind of your target audience.19:59 — Social Media vs. Websites: Why TikTok is technically a website (registered in 1996) and how it connects to search.21:54 — The Red Flag: Why your website should always rank higher than your social media profiles on Google.25:44 — The Golden Rule: "The only way you can be on Google is by being on Google Search Console."29:27 — Local SEO: The importance of including your zip code or postal code on your website for localized ranking.FAQsQ: What is the first step to getting discovered on Google?A: The absolute first step is connecting your website to Google Search Console and submitting a sitemap. Without this, Google's bots cannot crawl, index, or discover your content.Q: How long does it take to rank on Google?A: It depends on the competition and density of your market. Generally, it takes 6 to 24 months for broader terms, but highly specific, localized keywords (e.g., "Easter bunny rentals in Portland") can rank in a matter of hours or days.Q: Should I link my social media profiles on my website?A: Yes, but be careful. If your social media profiles rank higher than your website on Google, it's a red flag. Your website should always be the primary "head" or asset, with social media acting as secondary channels.Action StepsConnect to Google Search Console: Ensure your website is verified as a property on Google Search Console and submit an updated sitemap.Niche Down Your Keywords: Identify "low-hanging fruit" or highly specific keywords in your industry that have lower competition.Optimize for Local Search: Add your specific location, zip code, or postal code to your website's URLs and content to capture local search traffic.Audit Your Links: Check your website's footer to ensure social media links are opening in new tabs and not draining your primary domain authority.Understand Your Audience: Use precise language that matches the psychological intent and search habits of your target audience.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS discusses the critical importance of bots and search engines for business discovery. He emphasizes that getting discovered starts with building trust through secure domains, consistent links, and structured content. Favour explains the difference between traditional search engines (Google, Bing) and AI search engines (ChatGPT, Claude), noting that while Google remains dominant, AI platforms are rapidly changing how consumers find information. using bot fetches.The conversation highlights the necessity of configuring websites correctly (e.g., HTTPS, WWW redirects) and the enduring value of backlinks and reviews. Favour also touches on the psychology of consumer behavior, explaining how different types of content and even background music can influence purchasing decisions.Who is this for?Business owners, entrepreneurs, and content creators looking to improve their online visibility. It's highly valuable for anyone wanting to understand the technical foundations of SEO, how to build trust with search engines, and how to adapt to the rise of AI-driven search platforms like ChatGPT, Claude, and Perplexity.Key Moments & Timestamps00:00 - Intro: Why search engines are your best friends online.01:06 - Favour's background: Helping businesses with strategic technical SEO setups.02:50 - Building trust online: The foundation of discovery through links, tags, and community.05:31 - The importance of internally linking your website to external features.08:08 - Technical SEO basics: Securing your domain, enabling domain privacy, and using HTTPS.21:57 - Why content structure matters more than just the content itself for search engine discovery.29:38 - Real-world example: How a missing "www" configuration prevented a client's website from loading.01:00:32 - The rise of AI search: How ChatGPT and Claude are changing consumer search behavior.01:02:49 - Why backlinks are not dead: AI platforms still pull recommendations from directories like Yelp and MapQuest.01:52:48 - The psychology of marketing: How music tempo (BPM) affects consumer focus and purchasing decisions.FAQsQ: What is the first step to getting discovered on search engines?A: The foundational step is building trust. This starts with securing your website (HTTPS), ensuring your domain privacy and lock are active, and consistently linking your content.Q: Are backlinks still important with the rise of AI search engines?A: Yes. AI platforms like ChatGPT still rely on citations and backlinks from established directories (like Yelp or even MapQuest) to formulate their recommendations.Q: What is the difference between search engines and social media?A: Search engines are intent-driven (fetching, crawling, indexing based on queries), whereas social media is more about immediate engagement. You must document your social media features on your website to connect the two for search engines.Action StepsSecure Your Domain: Verify that your website uses HTTPS and that your domain privacy and lock settings are correctly configured.Check Your Redirects: Ensure that both the "www" and non-"www" versions of your domain correctly lead to your active website without error messages.Document Your Features: If your brand is featured on a podcast, magazine, or social media, create a post on your website linking back to that feature to build semantic trust.Research AI Recommendations: Ask AI platforms (like ChatGPT or Perplexity) for recommendations in your industry to see who is ranking and where the AI is pulling its data from.Optimize for Intent: Structure your website content clearly so that search engine bots can easily crawl, index, and understand the value you provide.Ready to Rank? Book Your SEO & Web Dev Services Today

Mother of the late Gavin Short, a Grayslake native, Eagle Scout, and passionate meteorology student who tragically passed away in a storm-chasing accident in April 2022. Beth shares Gavin's inspiring journey, including overcoming autism-related challenges and finding his passion for atmospheric science. She invites the community to honor Gavin's memory through the annual Day of Cheerful Service on April 25th, featuring volunteering at Feed My Starving Children and local park restoration.    Honoring Legacy Through Service: Lessons from the "Discovering Grayslake" Podcast with Beth Short In the heart of Grayslake, stories of resilience, community, and service come alive through the voices of its residents. The latest episode of the "Discovering Grayslake" podcast is a testament to this spirit, featuring Beth Short—a mother, neighbor, and community leader—who shares the moving story of her late son, Gavin Short. Gavin's legacy, shaped by his passion for meteorology, his journey with autism, and his commitment to cheerful service, continues to inspire through an annual Day of Cheerful Service. This blog post dives deep into the main themes of the episode, breaking down actionable insights and expert advice on how to honor loved ones, foster community, and create meaningful impact through service. Whether you're a Grayslake local or someone seeking inspiration, these lessons offer a roadmap for turning loss into legacy and connection. Table of Contents Transforming Grief into Community Action The Power of Service: Organizing a Day of Cheerful Service Building Inclusive Communities: Lessons from Gavin's Journey Actionable Tips for Organizing Community Service Events Sustaining Legacy: Keeping Memories Alive Through Action How to Get Involved Final Thoughts: Finding Light in Darkness Transforming Grief into Community Action Beth Short's story is one of heartbreak and hope. After losing her son Gavin in a tragic accident, Beth and her family chose to honor his memory not through sorrow, but through service. This transformation is a powerful reminder that: Grief can be a catalyst for positive change.** Instead of retreating inward, Beth's family reached out to the community, inviting others to join them in acts of kindness. Legacy is built through action.** By organizing the Day of Cheerful Service, the Shorts ensure Gavin's spirit continues to touch lives. Expert Insight:   Turning personal loss into community action can help families process grief, find purpose, and create lasting impact. It also offers others a way to support and connect, fostering a sense of shared humanity. The Power of Service: Organizing a Day of Cheerful Service The Day of Cheerful Service is more than an event—it's a movement rooted in the values Gavin embodied as an Eagle Scout. Here's how the Shorts structure this impactful day: Morning: Feed My Starving Children Large-Scale Volunteerism:** The event reserves 180 spots, often filling them with community members eager to help. Tangible Impact:** Volunteers pack meals for children worldwide, making a direct difference in global hunger. Community Bonding:** Working side-by-side fosters connections among participants. Midday: Local Fundraiser Supporting Local Organizations:** A fundraiser at Wendy's in Libertyville benefits the local Scout troop, reinforcing the cycle of giving. Afternoon: Wildwood Park District Cleanup Local Impact:** Volunteers rejuvenate parks by trimming overgrowth, cleaning trails, and preparing spaces for summer. Partnerships:** Collaboration with the Wildwood Park District, the Scout troop's sponsor, strengthens community ties. Actionable Advice: Diversify Activities:** Offer both global and local service opportunities to engage a wider audience. Make It Accessible:** Allow people to participate for as little or as long as they can—every bit helps. Focus on Service, Not Fundraising:** The Shorts emphasize volunteerism over monetary donations, making the event inclusive and mission-driven. Building Inclusive Communities: Lessons from Gavin's Journey Gavin's life story is a blueprint for building inclusive, supportive communities: Embrace Neurodiversity:** Diagnosed with autism at age three, Gavin faced social challenges but excelled academically. His family and community focused on his strengths, not his limitations. Foster Belonging:** Gavin found his "people" in the meteorology program at the University of Oklahoma, where shared passions bridged social gaps. Support Transitions:** The pandemic's shift to online learning unexpectedly helped Gavin ease into college life, highlighting the importance of flexible, supportive environments. Expert Advice: Celebrate Individual Strengths:** Recognize and nurture unique talents within your community. Create Safe Spaces:** Encourage clubs, teams, and organizations to be welcoming to all, especially those with social or developmental differences. Leverage Technology:** Online platforms can help individuals connect and build confidence before meeting in person. Actionable Tips for Organizing Community Service Events Drawing from Beth's experience, here's how you can create a successful, meaningful service event in your hometown: 1. Identify a Clear Purpose Honor a Legacy:** Tie your event to a meaningful story or cause. Set Achievable Goals:** Whether it's packing meals or cleaning parks, define what success looks like. 2. Build Partnerships Engage Local Organizations:** Partner with schools, park districts, and businesses to expand your reach. Leverage Existing Networks:** Use Scout troops, church groups, or civic clubs to recruit volunteers. 3. Make Participation Easy Online Sign-Ups:** Use simple registration forms and provide clear instructions. Flexible Scheduling:** Offer multiple time slots or activities to accommodate different schedules. 4. Communicate Clearly Promote Widely:** Use social media, local newsletters, and word-of-mouth to spread the word. Provide Details:** Share what to bring (e.g., gloves, tools), what to expect, and how to prepare. 5. Foster a Welcoming Atmosphere Encourage All Ages:** Make the event family-friendly and accessible to people of all abilities. Celebrate Contributions:** Recognize volunteers' efforts, no matter how small. 6. Reflect and Share Impact Document the Day:** Take photos, share stories, and highlight successes. Express Gratitude:** Thank participants and partners publicly. Sustaining Legacy: Keeping Memories Alive Through Action Beth's approach to honoring Gavin's memory offers a model for others: Speak in the Present:** Beth refers to Gavin as if he's still with her, keeping his spirit alive in daily life. Create Lasting Memorials:** Gavin's Eagle Scout project—a rejuvenated walking trail and little library—now bears his name, "Gavin's Corner." Annual Traditions:** The Day of Cheerful Service gives the community a recurring opportunity to remember and celebrate Gavin. Expert Insight:   Memorializing loved ones through ongoing service projects not only honors their legacy but also provides comfort and purpose for grieving families. How to Get Involved If you're inspired by Gavin's story and want to participate: Sign Up:** Visit www.theshortpeople.com/gavin to register for the Day of Cheerful Service.     Morning: Feed My Starving Children (9–10:45 a.m.)     Afternoon: Wildwood Park District Cleanup (1–4 p.m.) Bring Supplies:** Gloves and basic tools are helpful; water and snacks are provided. Contact for Help:** If you have trouble signing up, email the Shorts through the website for assistance. Spread the Word:** Invite friends, family, and neighbors to join. Final Thoughts: Finding Light in Darkness Beth Short's message is clear: even in the darkest times, there is light to be found in service, gratitude, and community. By saying "yes" to opportunities and focusing on giving back, we can transform pain into purpose and keep the memories of our loved ones alive. As Maya Angelou reminds us, "People may not remember what you did or said, but they will remember how you made them feel." Let's strive to make others feel seen, valued, and connected—just as Gavin did. Ready to make a difference?   Join the Day of Cheerful Service, honor a legacy, and help build a stronger, kinder Grayslake. Visit shortpeople.com/gavin to learn more. Discovering Grayslake is brought to you by the Grayslake Chamber of Commerce, Servpro of Northwest Lake County, and Right at Home care services—neighbors serving neighbors, every day.

Favour Obasi-ike, MBA, MS dives into Podcast Search Engine Optimization (SEO) and discovery. He explains that getting discovered and getting ranked are two different processes requiring a strong technical foundation. Favour outlines the nine key areas where a podcast must resonate sonically and structurally, emphasizing optimized titles, descriptions, file names, and high-quality cover art (3000x3000 pixels). He also discusses RSS feed distribution, maintaining a consistent publishing cadence, and choosing the right podcast format (solo, interview, co-host, etc.).The session concludes with an interactive Q&A, encouraging creators to build a timeless content library.Who is this for?Podcasters, business owners, content creators, and digital marketers looking to maximize their podcast's visibility and reach. It's valuable for understanding the technical aspects of Podcast SEO, getting discovered and ranked across directories, and structuring shows for long-term growth and PR.Key Moments & Timestamps00:00 - Intro: The power of Podcast SEO for discovery, business growth, and PR.00:59 - Importance of RSS feed distribution and submitting to multiple destination websites.03:33 - Using Cast Feed Validator to check the health of your podcast's RSS feed.04:36 - The difference between getting discovered (visibility) and getting ranked (positioning).05:12 - Key SEO elements: Podcast title, description, author name, episode details, and file names.05:34 - Technical requirement: Podcast cover art must be 3000x3000 pixels for maximum visibility.08:21 - Importance of publishing cadence (every 8 to 12 days) to consistently refresh your feed.20:00 - The 9 places your podcast must resonate sonically and structurally.24:35 - Title optimization: Keeping titles between 50 to 60 characters to avoid truncation.01:13:40 - The 5 podcast formats: Solo, interview, co-host, round table, and faceless/theme content.FAQsQ: What is the difference between getting discovered and getting ranked?A: Discovery means your podcast is visible and accessible to a maximum number of people across platforms. Ranking refers to your podcast's specific position within search results based on its SEO structure and relevance.Q: How long should my podcast title and description be?A: Your podcast title should ideally be between 50 to 60 characters (including spaces) to prevent truncation on mobile devices. Your description can be much longer, typically 4,000 to 6,000 characters, allowing for rich keyword integration.Q: What size should my podcast cover art be?A: For maximum visibility and compliance with major directories, your podcast cover art should be exactly 3000 by 3000 pixels.Q: How often should I publish new podcast episodes?A: Favour recommends a publishing cadence of every 8 to 12 days. This consistency helps refresh your RSS feed regularly and keeps your audience engaged.Action StepsValidate Your Feed: Use castfeedvalidator.com to check the health and structure of your podcast's RSS feed.Optimize Your Metadata: Ensure your podcast title (50-60 characters) and description (up to 4,000 characters) clearly explain your content and include relevant keywords.Update Cover Art: Check your podcast image dimensions and update them to 3000x3000 pixels if they are currently smaller.Establish a Cadence: Commit to a consistent publishing schedule, ideally releasing a new episode every 8 to 12 days.Book a Discovery Call: Reach out to Favour Obasi-ike via his booking link for a complimentary 30-minute SEO discovery call.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS breaks down push (outbound) vs. pull (inbound) marketing. Pull marketing (social media, SEO, content) attracts audiences long-term via consumer-driven engagement. Push marketing actively promotes products for immediate sales but can backfire if poorly targeted. Using interactive examples (e.g., sending gardening tool emails to a Pinterest list), Favour highlights the need to understand audience pain points. He also covers data ownership (first-party vs. third-party) and shares a client success story of scaling to 1M monthly Pinterest views.Who is this for?Business owners, entrepreneurs, digital marketers, and content creators looking to understand inbound (pull) vs. outbound (push) marketing. It's valuable for building long-term brand loyalty, optimizing social media and SEO, and targeting audiences effectively without being spammy.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS discusses the critical differences between "fat" (bloated) and "lean" (optimized) websites. He explains how large file sizes, unoptimized images, and poor technical setups negatively impact search engine rankings and user experience. Favour emphasizes technical SEO, structured data, and webpage indexing, providing actionable advice on compressing assets, improving site speed, and preparing websites for future search engine updates. The conversation highlights the value of consistent content creation and building a strong technical foundation for long-term business success.Who is this for?Business owners, web developers, digital marketers, and SEO professionals looking to optimize their websites for better search engine indexing, faster load times, and improved user experience. It's valuable for understanding technical web performance, managing page bloat, optimizing images, and implementing structured data for long-term growth.Key Moments & Timestamps00:00 - Introduction: Fat vs. Lean websites, technical SEO, and webpage indexing.02:08 - Impact of large images and web bloat on site speed and rankings.05:35 - Defining a lean website and benefits of compressing files (e.g., compressor.io).07:21 - Checking website health and page sizes using Siteliner and GTmetrix.09:38 - Historical context: Median mobile homepage file size increased from 845 KB in 2015 to 2.3 MB in 2025.29:08 - Importance of legible fonts and responsive design for users and search bots.31:34 - Utilizing structured data and Schema.org to enhance technical SEO.50:50 - Jason's feedback on Favour's consistency and the value of qualitative feedback.01:00:50 - Timeline for SEO results (3-12 months for initial impact, 6-24 months for realistic growth).01:05:29 - Final summary: Building lean websites with crucial semantics for future-proofing (2026+).FAQsQ: What is the difference between a fat and a lean website?A: A fat website has excessive bloat (large images, heavy code), slowing load times and hurting SEO. A lean website uses compressed assets and efficient code, resulting in faster load times, better UX, and improved indexing.Q: How can I check if my website is fat or lean?A: Use Siteliner.com to check page sizes and identify thick/thin pages. GTmetrix.com helps analyze loading speed and performance grade.Q: Does compressing images ruin their quality?A: Not necessarily. It depends on lossless vs. lossy compression. Tools like compressor.io reduce file sizes while maintaining acceptable visual quality.Q: How long does it take to see results from technical SEO improvements?A: Generally, 3 to 12 months for initial results, but expect 6 to 24 months for more realistic and substantial long-term growth.Action StepsAudit Your Website: Use Siteliner and GTmetrix to evaluate page sizes, load speeds, and site health.Compress Assets: Identify large files and use compressor.io to reduce size without sacrificing quality.Implement Structured Data: Visit schema.org to apply structured data mapping to help search engines understand your content.Optimize for Mobile & Accessibility: Ensure body text is at least 16px and scales up to 200% without breaking layout.Book a Consultation: Reach out to Favour Obasi-ike at info@playinc.online or via his booking link for a personalized website audit and SEO strategy or visit Favour's quick link here.Ready to Rank? Book Your SEO & Web Dev Services Today

Technical SEO delivers 117% ROI in as little as 6 months — compared to 16% for basic content SEO over 15 months. Favour Obasi-ike, MBA, MS breaks down what that means in real dollars and real client results.WHO IS THIS FORSmall business owners are wondering why their website isn't showing up on Google. Entrepreneurs paying for ads who want to know if SEO is a smarter long-term investment. Marketing professionals who need data-backed ROI benchmarks. E-commerce owners planning a 12–24 month organic growth strategy. Content creators who want to extend the shelf life of every piece they publish. Local business owners — local SEO delivers 750%+ ROI, the highest of any SEO category.TIMESTAMPS00:00 — Room opens; framing question repeated as attendees join: "What is the ROI of technical SEO?"10:00 — The Mario Kart analogy: Instagram = 72-hour boost, Pinterest = 5 months, website = 24 months12:00 — Live Glimpse research: "SEO for small businesses" costs $44.40/click in Google Ads17:00 — The 16% ROI / 15-month benchmark introduced20:00 — On-page vs. technical SEO defined; the relationship foundation analogy34:00 — Client case study: 30M-page site grows from 1.5M → 3.3M indexed pages after structural fixes40:52 — Technical SEO ROI: 117% in as little as 6 months45:40 — HTTP vs. HTTPS: why HTTP is "easily hackable"52:00 — ROI by category: basic 16%, technical 117%, e-commerce 2–5x, local 750%+59:12 — Celese Williams on Semrush and data-driven content strategy61:32 — Hayden: the Glossary Method — hidden keywords at 40x lower cost70:05 — HTML = the letter; HTTPS = the postal service74:00 — Closing: your website as a place of rest, connection, and long-term impactMEMORABLE QUOTES"Technical SEO is about 117%. And when you have a fundamental strategy, that 15 months could drop to six months." — Favour [40:59]"HTTP is easily hackable. Definitely get your HTTPS more than anything." — Favour [45:40]"You can't depend on social media to sustain a brand. It's going to enhance your brand, but it's not going to replace it." — Favour [51:14]"CEOs and bosses make data-driven decisions." — Celese [59:37]"The glossary method is the most powerful way — you can buy hidden keywords with thousands of views at 40 times less than the main broad topic." — Hidden [61:32]"Give yourself 6–24 months to see results. By year three, four, five, you'll be happy you built something sturdy." — Favour [71:38]Ready to Rank? Book Your SEO & Web Dev Services Today

Michele DeFilippo is the founder and driving force behind 1106 Design, a full-service book publishing company based in Phoenix, Arizona. With more than 50 years of experience in the book publishing industry — spanning traditional publishing, the rise of indie publishing, and the self-publishing revolution catalyzed by Amazon — Michele is one of the most respected voices in author services today.She founded 1106 Design in 2001 after the publishing industry was disrupted by technology, with a singular mission: to help independent authors publish professionally, keep 100% of their rights and royalties, and produce books that compete on equal footing with traditionally published titles. Her company provides a complete "manuscript to market" solution, including editorial evaluations, copyediting, custom book cover design, interior typesetting, eBook conversion, audiobook production, author websites, and publishing support.Michele is also the author of Publish Like the Pros: A Brief Guide to Quality Self-Publishing, an 88-page guide available as a free download at 1106design.com. She has been featured across numerous podcasts, YouTube channels, and industry publications, and contributes regularly to IngramSpark's blog on self-publishing best practices.Schedule a call with Michele today >>WHO IS THIS FOR?Aspiring authors who want to publish without giving up their rights. Self-publishing authors who suspect they're leaving royalty money on the table. Business owners, coaches, and consultants who want a book as a credibility tool. Anyone pitched a "bestseller package" who wants to know if it's legitimate. Podcasters and content creators exploring long-form publishing as a brand extension.Episode SummaryIn this interview on the We Don't PLAY!™ podcast, Favour Obasi-ike, MBA, MS sits down with Michele DeFilippo to unpack one of the most misunderstood and financially consequential decisions an author can make: who to trust with your book. Over 22 minutes, Michele delivers a masterclass on the difference between traditional publishers, hybrid publishers, and true service providers — and why that distinction can mean the difference between earning $0.90 per book sold versus $6–$8.The conversation covers the full publishing landscape: how self-publishing emerged alongside Amazon, why so many "publishers" are actually double-dipping on author revenue, how to use KDP and IngramSpark to distribute without a middleman, what makes a book cover convert (and why it matters more than most authors realize), the truth about Amazon "bestseller" badges, the art of professional typesetting, and how to set realistic expectations before publishing.Michele closes with a transparent overview of how 1106 Design works, what authors should prepare before reaching out, and why the best way to make money with a book is often not through retail sales at all.TIMESTAMPS[00:00] — Intro: Michele DeFilippo, founder of 1106 Design, 50 years in publishing[03:20] — Publisher vs. service provider: the distinction that determines your royalties[06:12] — The hybrid publisher double-dip: earning $0.90/book instead of $6–$8[09:11] — KDP and IngramSpark: the two platforms every self-publishing author must know[10:01] — "Pump and dump" publishing: the automated book trap[11:00] — Book covers as the #1 conversion driver: the job interview analogy[12:48] — A/B testing covers the right way: "liking vs. buying"[14:34] — The Amazon bestseller badge: how it's manufactured in 45 minutes[17:08] — Professional typesetting vs. basic formatting: why it matters[20:49] — Using a book as a business development tool, not a retail productMEMORABLE QUOTES"If you have no investment in my book, what entitles you to any portion of my profits?" — Michele [06:45]"There's retail sales, and then there's making money with your book another way — and that other way is usually better." — Michele [20:49]"The question isn't which cover do you like. It's which cover would you spend money on." — Michele [12:48]"A book that earns $2,000 in royalties but generates $50,000 in consulting revenue is not a modest success. It's a high-ROI asset." — Favour [21:10]"Typesetting is working on every line, every word, every paragraph — it's not just formatting." — Michele [17:08]FAQsWhat is the difference between a publisher and a service provider?A publisher acquires your rights and pays a royalty. A service provider charges once and steps away — you keep 100% of all future revenue.What makes hybrid publishers problematic?They charge upfront fees and also take a cut of every book sold — reducing per-book earnings from $6–$8 down to $0.90 on a $19.99 title.Which platforms should every author use?KDP for Amazon and IngramSpark for bookstores and libraries. Both have royalty calculators so you know exactly what you'll earn.Are Amazon bestseller badges legitimate?Most are manufactured in 45 minutes by selecting a low-competition subcategory. A genuine Nielsen bestseller is an entirely different credential.How do authors actually make money with a book?Treat it as a business development tool. Speaking fees and consulting revenue typically far exceed retail royalty income.GLOSSARYService Provider — Charges a one-time fee; takes no ongoing royalties. The author retains 100% of rights and revenue.Hybrid Publisher — Charges upfront fees and also takes a percentage of sales. Double-dips on author revenue.KDP — Amazon's self-publishing platform for print-on-demand paperbacks and Kindle ebooks.IngramSpark — Distributes to independent bookstores, libraries, and international retailers.Typesetting — Professional design of a book's interior: fonts, spacing, margins, and chapter breaks.Print-on-Demand — Books printed individually as orders are placed. No inventory risk.Ready to Rank? Book Your SEO & Web Dev Services Today

Season 12 Finale: What's Happening Next Season and More with Favour Obasi-ike, MBA, MS

In this Kitchen Side episode, Alex Birkett, Allie Decker, and David Khim unpack the increasingly noisy world of AI search (GEO/AEO), including spam tactics, flawed attribution models, and widespread confusion around what actually drives results. They explore why visibility without revenue is a trap, how brand sentiment and off-page signals shape AI outputs, and why trust, positioning, and human validation are becoming more important than ever in B2B buying decisions. Key Takeaways The SEO vs AEO debate is largely unproductive and distracts from creating real business value. Spammy, short-term tactics are resurging in AI search due to a “gold rush” mindset. Many teams optimize for visibility and citations without tying efforts back to revenue or pipeline. Attribution in AI search is messy, and many current tracking methods are fundamentally flawed. Large datasets in AEO research can be used to justify almost any strategy or narrative. Talking directly to customers is still more valuable than inferred data or prompt tracking. There is a growing tension between experience-based judgment and rapid experimentation with AI. AI search compresses information, making brand narrative and sentiment more influential than ever. Visibility is only the first step; positioning and how a brand is described matter more. AI search is increasingly overlapping with online reputation management (ORM). Larger brands face greater risk from sentiment manipulation and lack of narrative control. Off-page signals like reviews, PR, and community discussions heavily influence AI outputs. Review sites and categorization accuracy can significantly impact visibility and positioning. Reddit is becoming influential but requires authentic engagement rather than manipulation. AI-driven discovery is often validated through peer recommendations before purchase decisions. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made.  As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here:   https://beomniscient.com/podcast/

Discover all of the podcasts in our network, search for specific episodes, get the Optimal Living Daily workbook, and learn more at: OLDPodcast.com. Episode 3970: Shirley shares practical, real-life strategies to make waking up earlier feel natural instead of forced, emphasizing clarity of purpose and self-awareness. By aligning your motivation, sleep habits, and environment, you can turn early rising into a sustainable keystone habit that improves focus and daily well-being. Tune in to discover simple adjustments that can transform how you start every day. Read along with the original article(s) here: https://daringliving.com/how-to-wake-up-earlier-habit/ Quotes to ponder: "Developing a habit requires willpower, and you have to really have to want to change and have the desire to wake up early in order to make it stick." "It's important to determine how many hours of sleep you need daily to function at your best self." "If you really want something, you will do whatever it takes to accomplish it." Episode references: The 5 Second Rule by Mel Robbins: https://www.amazon.com/5-Second-Rule-Transform-Confidence/dp/1682612384 Learn more about your ad choices. Visit megaphone.fm/adchoices

Discover all of the podcasts in our network, search for specific episodes, get the Optimal Living Daily workbook, and learn more at: OLDPodcast.com. Episode 3970: Shirley shares practical, real-life strategies to make waking up earlier feel natural instead of forced, emphasizing clarity of purpose and self-awareness. By aligning your motivation, sleep habits, and environment, you can turn early rising into a sustainable keystone habit that improves focus and daily well-being. Tune in to discover simple adjustments that can transform how you start every day. Read along with the original article(s) here: https://daringliving.com/how-to-wake-up-earlier-habit/ Quotes to ponder: "Developing a habit requires willpower, and you have to really have to want to change and have the desire to wake up early in order to make it stick." "It's important to determine how many hours of sleep you need daily to function at your best self." "If you really want something, you will do whatever it takes to accomplish it." Episode references: The 5 Second Rule by Mel Robbins: https://www.amazon.com/5-Second-Rule-Transform-Confidence/dp/1682612384 Learn more about your ad choices. Visit megaphone.fm/adchoices

Discover all of the podcasts in our network, search for specific episodes, get the Optimal Living Daily workbook, and learn more at: OLDPodcast.com. Episode 3970: Shirley shares practical, real-life strategies to make waking up earlier feel natural instead of forced, emphasizing clarity of purpose and self-awareness. By aligning your motivation, sleep habits, and environment, you can turn early rising into a sustainable keystone habit that improves focus and daily well-being. Tune in to discover simple adjustments that can transform how you start every day. Read along with the original article(s) here: https://daringliving.com/how-to-wake-up-earlier-habit/ Quotes to ponder: "Developing a habit requires willpower, and you have to really have to want to change and have the desire to wake up early in order to make it stick." "It's important to determine how many hours of sleep you need daily to function at your best self." "If you really want something, you will do whatever it takes to accomplish it." Episode references: The 5 Second Rule by Mel Robbins: https://www.amazon.com/5-Second-Rule-Transform-Confidence/dp/1682612384 Learn more about your ad choices. Visit megaphone.fm/adchoices

Struggling with overwhelming projects that never seem to start? In this episode, we dive deep into actionable strategies for breaking down massive goals into manageable steps. We explore the Work Breakdown Structure (WBS), the SMART framework, and the “Eat That Frog” method to create momentum. Learn how to use phased milestones, automated handoffs, and dedicated […]

What makes a character so compelling that readers will forgive almost anything about the plot? How do you move beyond vague flaws and generic descriptions to create people who feel pulled from real life? In this solo episode, I share 15 actionable tips for writing deep characters, curated from past interviews on the podcast. In the intro, thoughts from London Book Fair [Instagram reel @jfpennauthor; Publishing Perspectives; Audible; Spotify]; Insights from a 7-figure author business [BookBub]. This show is supported by my Patrons. Join my Community and get articles, discounts, and extra audio and video tutorials on writing craft, author business, and AI tools, at Patreon.com/thecreativepenn This episode has been created from previous episodes of The Creative Penn Podcast, curated by Joanna Penn, as well as chapters from How to Write a Novel: From Idea to Book. Links to the individual episodes are included in the transcript below. In this episode: Master the ‘Believe, Care, Invest' trifecta, how to hook readers on the very first page Define the Dramatic Question: Who is your character when the chips are down? Absolute specificity. Why “she's controlling” isn't good enough Understand the Heroine's Journey, strength through connection, not solo action Use ‘Metaphor Families' to anchor dialogue and give every character a distinctive voice Find the Diagnostic Detail, the moments that prove a character is real Writing pain onto the page without writing memoir Write diverse characters as real people, not stereotypes or plot devices Give your protagonist a morally neutral ‘hero' status. Compelling beats likeable. Build vibrant side characters for series longevity and spin-off potential Use voice as a rhythmic tool Link character and plot until they're inseparable Why discovery writers can write out of order and still build deep character Find the sensory details that make characters live and breathe More help with how to write fiction here, or in my book, How to Write a Novel. Writing Characters: 15 Tips for Writing Deep Character in Your Fiction In today's episode, I'm sharing fifteen tips for writing deep characters, synthesised from some of the most insightful interviews on The Creative Penn Podcast over the past few years, combined with what I've learned across more than forty books of my own. I'll be referencing episodes with Matt Bird, Will Storr, Gail Carriger, Barbara Nickless, and Sarah Elisabeth Sawyer. I'll also draw on my own book, How to Write a Novel, which covers these fundamentals in detail. Whether you're writing your first novel or your fiftieth, whether you're a plotter or a discovery writer like me, these tips will help you create characters that readers believe in, care about, and invest in—and keep coming back for more. Let's get into it. 1. Master the ‘Believe, Care, Invest' Trifecta When I spoke with Matt Bird on episode 624, he laid out the three things you need to achieve on the very first page of your book or in the first ten minutes of a film. He calls it “Believe, Care, and Invest.” First, the reader must believe the character is a real person, somehow proving they are not a cardboard imitation of a human being, not just a generic type walking through a generic plot. Second, the reader must care about the character's circumstances. And third, the reader must invest in the character's ability to solve the story's central problem. Matt used The Hunger Games as his primary example, and it's brilliant. On the very first page, we believe Katniss's voice. Suzanne Collins writes in first person with a staccato rhythm—lots of periods, short declarative sentences—that immediately grounds us in a survivalist mentality. We care because Katniss is starving. She's protecting her little sister. And we invest because she is out there bow hunting, which Matt pointed out is one of the most badass things a character can do. She even kills a lynx two pages in and sells the pelt. We invest in her resourcefulness and grit before the plot has even begun. Matt was very clear that this has nothing to do with the character being “likable.” He said his subtitle, Writing a Hero Anyone Will Love, doesn't mean the character has to be a good person. He described “hero” as both gender-neutral and morally neutral. A hero can be totally evil or totally good. What matters is that we believe, care, and invest. He demonstrated this beautifully by breaking down the first ten minutes of WeCrashed, where the characters of Adam and Rebekah Neumann are absolutely not likable, but we are completely hooked. Adam steals his neighbour's Chinese food through a carefully orchestrated con involving an imaginary beer. It's not admirable behaviour, but the tradecraft involved, as Matt put it—using a term from spy movies—makes us invest in him. We see a character trying to solve the big problem of his life, which is that he's poor and wants to be rich, and we want to see if he can pull it off. Actionable step: Go to the first page of your current work in progress. Does it achieve all three? Does the reader believe this is a real person with a distinctive voice? Do they care about the character's circumstances? And do they invest in the character's ability to handle what's coming? If even one of those three is missing, that's your revision priority. 2. Define the Dramatic Question: Who Are They Really? Will Storr, author of The Science of Storytelling, came on episode 490 and gave one of the most powerful frameworks I've ever heard for character-driven fiction. He explained that the human brain evolved language primarily to swap social information—in other words, to gossip. We are wired to monitor other people, to ask the question: who is this person when the chips are down? That's what Will calls the Dramatic Question, and it's what he believes lies at the heart of all compelling storytelling. It's not a question about plot. It's a question about the character's soul. And every scene in your novel should force the character to answer it. His example of Lawrence of Arabia is unforgettable. The Dramatic Question for the entire film is: who are you, Lawrence? Are you ordinary or are you extraordinary? At the beginning, Lawrence is a cocky, rebellious young soldier who believes his rebelliousness makes him superior. Every iconic scene in that three-hour film tests that belief. Sometimes Lawrence acts as though he truly is extraordinary—leading the Arabs into battle, being hailed as a god—and sometimes the world strips him bare and he sees himself as ordinary. Because it's a tragedy, he never overcomes his flaw. He doubles down on his belief that he's extraordinary until he becomes monstrous, culminating in that iconic scene where he lifts a bloody dagger and sees his own reflection with horror. Will also used Jaws to demonstrate how this works in a pure action thriller. Brody's dramatic question is simple: are you going to be old Brody who is terrified of the water, or new Brody who can overcome that fear? Every scene where the shark appears is really asking that question. And the last moment of the film isn't the shark blowing up. It's Brody swimming back through the water, saying he used to be scared of the water and he can't imagine why. Actionable step: Write down the Dramatic Question for your protagonist in a single sentence. Is it “Are you ordinary or extraordinary?” or “Are you brave enough to love again?” or “Will you sacrifice your principles for survival?” If you can't answer this with specificity, your character might still be a sketch rather than a person. 3. Get rid of Vague Flaws, and use Absolute Specificity This was one of Will Storr's most important points. He said that vague thinking about characters is really the enemy. When he teaches workshops and asks writers to describe their character's flaw, most of them say something like “they're very controlling.” And Will's response is: that's not good enough. Everyone is controlling. How are they controlling? What's the specific mechanism? He gave the example of a profile he read of Theresa May during the UK's Brexit chaos. Someone who knew her said that Theresa May's problem was that she always thinks she's the only adult in every room she goes into. Will said that stopped him in his tracks because it's so precise. If you define a character with that level of specificity, you can take them and put them in any genre, any situation—a spaceship, a Victorian drawing room, a school playground—and you will know exactly how they're going to behave. The same applies to Arthur Miller's Willy Loman in Death of a Salesman, as Will described it: a man who believes absolutely in capitalistic success and the idea that when you die, you're going to be weighed on a scale, just as God weighs you for sin, but now you're weighed for success. That's not a vague flaw. That's a worldview you can drop into any story and watch it combust. Will made another counterintuitive point that I found really valuable: writers often think that piling on multiple traits will create a complex character, but the opposite is true. Starting with one highly specific flaw and running it through the demands of a relentless plot is what generates complexity. You end up with a far more nuanced, original character than if you'd started with a laundry list of vague attributes. Actionable step: Take your protagonist's flaw and pressure-test it. Is it specific enough that you could place this character in any situation and predict their behaviour? If you're stuck at “she's stubborn” or “he's insecure,” keep pushing. What kind of stubborn? What kind of insecure? Find the diagnostic sentence—the Theresa May level of precision. 4. Understand the Heroine's Journey: Strength Through Connection Gail Carriger came on episode 550 to discuss her nonfiction book, The Heroine's Journey, and it completely reframed how I think about some of my own fiction. Gail explained that the core difference between the Hero's Journey and the Heroine's Journey comes down to how strength and victory are defined. The Hero's Journey is about strength through solo action. The hero must be continually isolated to get stronger. He goes out of civilisation, faces strife alone, and achieves victory through physical prowess and self-actualisation. The Heroine's Journey is the opposite. The heroine achieves her goals by activating a network. She's a delegator, a general. She identifies where she can't do something alone, finds the people who can help, and portions out the work for mutual gain. Gail put it simply: the heroine is very good at asking for help, which our culture tends to devalue but which is actually a powerful form of strength. Crucially, Gail stressed that gender is irrelevant to which journey you're writing. Her go-to examples are striking: the recent Wonder Woman film is practically a beat-for-beat hero's journey—Gilgamesh on screen, as Gail described it. Meanwhile, Harry Potter, both the first book and the series as a whole, is a classic heroine's journey. Harry's power comes from his network—Dumbledore's Army, the Order of the Phoenix, his friendships with Ron and Hermione. He doesn't defeat Voldemort alone. He defeats Voldemort because of love and connection. This distinction has real practical consequences for writers. If you're writing a hero's journey and you hit writer's block, Gail said, the solution is usually to isolate your hero further and pile on more strife. But if you're writing a heroine's journey, the solution is probably to throw a new character into the scene—someone who has advice to offer or a skill the heroine lacks. The actual solutions to writer's block are different depending on which narrative you're writing. As I reflected on my own work, I realised that my ARKANE thriller protagonist, Morgan Sierra, follows a hero's journey—she's a solo operative, a lone wolf like Jack Reacher or James Bond. But my Mapwalker fantasy series follows a heroine's journey, with Sienna and her group of friends working together. I hadn't consciously chosen those paths; the stories led me there. But understanding the framework helps me write more intentionally now. Actionable step: Identify which journey your protagonist is on. Does your character gain strength by being alone (hero) or by building connections (heroine)? This will inform every plot decision you make, from how they face obstacles to how your story ends. 5. Use ‘Metaphor Families' to Anchor Dialogue and Voice One of the most practical techniques Matt Bird shared on episode 624 is the idea of assigning each character a “metaphor family”—a specific well of language that they draw from. This gives each character a distinctive voice that goes beyond accent or dialect. Matt explained how in The Wire, one of the most beloved TV shows of all time, every character has a different metaphor family. What struck him was that Omar, this iconic character, never utters a single curse word in the entire series. His metaphor family is pirate. He talks about parlays, uses language that feels like it belongs in Pirates of the Caribbean, and it creates this incredible ironic counterpoint against his urban setting. It tells us immediately that this is a character who sees himself in a tradition of people that doesn't match his immediate surroundings. Matt also referenced the UK version of The Office, where Gareth works at a paper company but aspires to the military. So all of his language is drawn from a military metaphor family. He doesn't talk about filing and photocopying; he talks about tactics and discipline and being on the front line. This tells us that the character has a life and dreams beyond the immediate scene—and it's the gap between aspiration and reality that makes him both funny and believable. He pointed out that a metaphor family sometimes comes from a character's background, but it's often more interesting when it comes from their aspirations. What does your character want to be? What world do they fantasise about inhabiting? That's where their language should come from. In Star Wars, Obi-Wan Kenobi is a spiritual hermit, but his metaphor family is military. He uses the language of generals and commanders, and that ironic counterpoint is part of what makes him feel so rich. Actionable step: Assign each of your main characters a metaphor family. It could be based on their job, their background, or—more interestingly—their secret aspirations. Then go through your dialogue and make sure each character is consistently drawing from that well of language. If two characters sound the same when you strip away the dialogue tags, this is the fix. 6. Find the Diagnostic Detail: The Diagonal Toast Avoid clichéd character tags—the random scar, the eye patch, the mysterious limp—unless they serve a deep narrative purpose. Matt Bird on episode 624 was very funny about this: he pointed out that Nick Fury, Odin, and eventually Thor all have eye patches in the Marvel Cinematic Universe. Eye patches are done, he said. You cannot do eye patches anymore. Instead, look for what I'm calling the “diagonal toast” detail, after a scene Matt described from Captain Marvel. In the film, Captain Marvel is trying to determine whether Nick Fury is who he says he is. She asks him to prove he isn't a shapeshifting alien. Fury shares biographical details—his history, his mother—but then she pushes further and says, name one more thing you couldn't possibly have made up about yourself. And Fury says: if toast is cut diagonally, I can't eat it. Matt said that detail is gold for a writer because it feels pulled from a real life. You can pull it from your own life and gift it to your characters, and the reader can tell it's not manufactured. He gave another example from The Sopranos: Tony Soprano's mother won't answer the phone after dark. The show's creator, David Chase, confirmed on the DVD commentary that this came from his own mother, who genuinely would not answer the phone after dark and couldn't explain why. Matt's practical advice was to keep a journal. Write down the strange, specific things that people do or say. Mine your own life for those hyper-specific details. You just need one per book. In my own writing, I've used this approach. In my ARKANE thrillers, my character Morgan Sierra has always been Angelina Jolie in my mind—specifically Jolie in Lara Croft or Mr and Mrs Smith. And Blake Daniel in my crime thriller series was based on Jesse Williams from Grey's Anatomy. I paste pictures of actors into my Scrivener projects. It helps with visuals, but also with the sense of the character, their energy and physicality. But visual details only take you so far. It's the behavioural quirks—the diagonal toast moments—that make a character feel genuinely alive. That said, physical character tags can work brilliantly when they serve the story. As I discuss in How to Write a Novel, Robert Galbraith's Cormoran Strike is an amputee, and his pain and the physical challenges of his prosthesis are a key part of every story—it's not a cosmetic detail, it's woven into the action and the character's psychology. My character Blake Daniel always wears gloves to cover the scars on his hands, which provides an angle into his wounded past as well as a visual cue for the reader. And of course, Harry Potter's lightning-shaped scar isn't just a mark—it's a direct connection to his nemesis and the mythology of the entire series. The rule of thumb is: if the tag tells us something about the character's interior life or connects to the plot, it's earning its place. If it's just there to make the character visually distinctive, it's probably a crutch. Game of Thrones takes character tags further with the family houses, each with their own mottos and sigils. The Starks say “Winter is coming” and their sigil is a dire wolf. Those aren't just labels—they're worldview made visible. Actionable step: Start a “diagonal toast” notebook. Every time you notice something strange and specific about someone's behaviour—something that feels too real to be made up—write it down. Then gift it to a character who needs more texture. 7. Displace Your Own Trauma into the Work Barbara Nickless shared something deeply personal on episode 732 that fundamentally changed how I think about putting pain onto the page. While starting At First Light, the first book in her Dr. Evan Wilding series, she lost her son to epilepsy—something called SUDEP, Sudden Unexplained Death in Epilepsy. One day he was there, and the next day he was gone. Barbara said that writing helped her cope with the trauma, that doing a deep dive into Old English literature and the Viking Age for the book's research became a lifeline. But here's what's important: she didn't give Dr. Evan Wilding her exact trauma. Evan Wilding is four feet five inches, and Barbara described how he has to walk through a world that won't adjust to him. That's its own form of learning to cope when circumstances are beyond your control. She displaced her genuine grief into the character's different but parallel struggle. When I asked her about the difference between writing for therapy and writing for an audience, she drew on her experience teaching creative writing to veterans through a collaboration between the US Department of Defense and the National Endowment for the Arts. She said she's found that she can pour her heartache into her characters and process it through them, even when writing professionally, and that the genuine emotion is what touches readers. We've all been through our own losses and griefs, so seeing how a character copes can be deeply meaningful. I've always found that putting my own pain onto the page is the most direct way to connect with a reader's soul. My character Morgan Sierra's musings on religion and the supernatural are often my own. Her restlessness, her fascination with the darker edges of faith—those come from me. But her Krav Maga fighting skills and her ability to kill the bad guys are definitely her own. That gap between what's mine and what's hers is where the fiction lives. Barbara also said something on that episode that I wrote down and stuck on my wall. She said the act of producing itself is a balm to the soul. I've been thinking about that ever since. On my own wall, I have “Measure your life by what you create.” Different words, same truth. Actionable step: If you're carrying something heavy—grief, anger, fear, regret—consider how you might displace it into a character's different but emotionally parallel struggle. Don't copy your exact situation; transform it. The emotion will be genuine, and the reader will feel it. 8. Write Diverse Characters as Real People When I spoke with Sarah Elisabeth Sawyer on episode 673—Sarah is Choctaw and a historical fiction author honoured by the Smithsonian's National Museum of the American Indian—she offered a perspective that every fiction writer needs to hear. The key message was to move away from stereotypes. Don't write your American Indian character as the “Wise Guide” who exists solely to dispense mystic wisdom to the white protagonist. Don't limit diverse characters to historical settings, as though they only exist in the past. Place them in normal, contemporary roles. Your spaceship captain, your forensic scientist, your small-town baker—any of them can be American Indian, or Nigerian, or Japanese, and their heritage should be a lived-in part of their identity, not the sole reason they exist in the story. I write international thrillers and dark fantasy, and my fiction is populated with characters from all over the world. I have a multi-cultural family and I've lived in many places and travelled widely, so I've met, worked with, and had relationships with people from different cultures. I find story ideas through travel, and if I set my books in a certain place, then the story is naturally populated with the people who live there. As I discuss in my book, How to Write a Novel, the world is a diverse place, so your fiction needs to be populated with all kinds of people. If I only populated my fiction with characters like me, they would be boring novels. There are many dimensions of difference—race, nationality, sex, age, body type, ability, religion, gender, sexual orientation, socio-economic status, class, culture, education level—and even then, don't assume that similar types of people think the same way. Some authors worry they will make mistakes. We live in a time of outrage, and some authors have been criticised for writing outside their own experience. So is it too dangerous to try? Of course not. The media amplifies outliers, and most authors include diverse characters in every book without causing offence because they work hard to get it right. It's about awareness, research, and intent. Actionable step: Audit the cast of your current work in progress. Have you written a mono-cultural perspective for all of them? If so, consider who could bring a different background, perspective, or set of cultural specifics to the story. Not as a token addition, but as a real person with a real life. 9. Respect Tribal and Cultural Specificity Sarah Elisabeth Sawyer on episode 673 was emphatic about one thing: never treat diverse groups as monolithic. If you're writing a Native American character, you must research the specific nation. Choctaw is not Navajo, just as British is not French. Sarah described the distinct cultural markers of the Choctaw people—the diamond pattern you'll see on traditional shirts and dresses, which represents the diamondback rattlesnake. They have distinct dances and songs. She said that if she saw someone in traditional dress at a distance, she would know whether they were Choctaw based on what they were wearing. She encouraged writers who want to write specifically about a nation to get to know those people. Go to events, go to a powwow, learn about the individual culture. She noted that a big misconception is that American Indians exist only in the past—she stressed that they are still here, still living their cultures, and fiction should reflect that present reality. I took a similar approach when writing Destroyer of Worlds, which is set mostly in India. I read books about Hindu myth, watched documentaries about the sadhus, and had one of my Indian readers from Mumbai check my cultural references. For Risen Gods, set in New Zealand with a young Maori protagonist, I studied books about Maori mythology and fiction by Maori authors, and had a male Maori reader check for cultural issues. Research is simply an act of empathy. The practical takeaway is this: if you're going to include a character from a specific cultural background, do the work. Use specific cultural details rather than generic signifiers. Sarah talked about how even she fell into stereotypes when she was first writing, until her mother pointed them out. If someone from within a culture can fall into those traps, the rest of us certainly can. Do the research, try your best, ask for help, and apologise if you need to. Actionable step: If you're writing a character from a specific culture, identify three to five sensory or behavioural details that are particular to that culture—not the generic version, but the real, researched, lived-in version. Consider hiring a sensitivity reader from that community to check your work. 10. Give Your Protagonist a Morally Neutral ‘Hero' Status Matt Bird was clear about this on episode 624: the word “hero” simply means the protagonist, the person we follow through the story. It's a functional role, not a moral label. We don't have to like them. We don't even have to root for their goals in a moral sense. We just have to find them compelling enough to invest our attention in their problem-solving. Think of Succession, where every member of the Roy family is varying degrees of awful, and yet the show was utterly compelling. Or WeCrashed, where Adam Neumann is a narcissistic con artist, but we can't look away because he's trying to solve the enormous problem of building an empire from nothing, and the tradecraft he employs is fascinating. As I wrote in How to Write a Novel, readers must want to spend time with your characters. They don't have to be lovable or even likable—that will depend on your genre and story choices—but they have to be captivating enough that we want to spend time with them. A character who is trying to solve a massive problem will naturally draw investment from the audience, even if we wouldn't want to have tea with them. Will Storr extended this idea by pointing out that the audience will actually root for a character to solve their problem even if the audience doesn't actually want the character's goal to be achieved in the real world. We don't really want more billionaires, but we invested in Adam Neumann's rise because that was the problem the story posed, and our brains are wired to invest in problem-solving. This connects to something deeper: what does your character want, and why? As I explore in How to Write a Novel, desire operates on multiple levels. Take a character like Phil, who joins the military during wartime. On the surface, she wants to serve her country. But she also wants to escape her dead-end town and learn new skills. Deeper still, her father and grandfather served, and by joining up, she hopes to finally earn their respect. And perhaps deepest of all, her father died on a mission under mysterious circumstances, and she wants to find out what happened from the inside. That layering of motivation is what turns a flat character into a three-dimensional one. The audience doesn't need to be told all of this explicitly. It can emerge through action, dialogue, and the choices the character makes under pressure. But you, the writer, need to know it. You need to know what your character really wants deep down, because that desire—more than any external plot device—is what drives the story forward. And your antagonist needs the same depth. They also want something, often diametrically opposed to your protagonist, and they need a reason that makes sense to them. In my ARKANE thriller Tree of Life, my antagonist is the heiress of a Brazilian mining empire who wants to restore the Earth to its original state to atone for the destruction caused by her father's company. She's part of a radical ecological group who believe the only way to restore Nature is to end all human life. It's extreme, but in an era of climate change, it's a motivation readers can understand—even if they disagree with the solution. Actionable step: If you're struggling to make a morally grey character work, make sure their problem is big enough and their methods are specific and interesting enough that we invest in the how, even if we're ambivalent about the what. 11. Build Vibrant Side Characters Gail Carriger made a point on episode 550 that was equal parts craft advice and business strategy. In a Heroine's Journey model, side characters aren't just fodder to be killed off to motivate the hero. They form a network. And because you don't have to kill them—unlike in a hero's journey, where allies are often betrayed or removed so the hero can be further isolated—you can pick up those side characters and give them their own books. Gail said this creates a really voracious reader base. You write one series with vivid side characters, and then readers fall in love with those side characters and want their stories. So you write spin-offs. The romance genre does this brilliantly—think of the Bridgerton books, where each sibling gets their own novel. The side character in one book becomes the protagonist in the next. Barbara Nickless experienced this firsthand with her Dr. Evan Wilding series. She has River Wilding, Evan's adventurous brother, and Diana, the axe-throwing research assistant, and her editor has already expressed interest in a spin-off series with those characters. Barbara described creating characters she wants to spend time with, or characters who give her nightmares but also intrigue her. That's the dual test: are they interesting enough for you to write, and interesting enough for readers to demand more? As I wrote in How to Write a Novel, characters that span series can deepen the reader's relationship with them as you expand their backstory into new plots. Readers will remember the character more than the plot or the book title, and look forward to the next instalment because they want more time with those people. British crime author Angela Marsons described it as readers feeling like returning to her characters is like putting on a pair of old slippers. Actionable step: Look at your supporting cast. Is there a side character who is vivid enough to carry their own story? If not, what could you add—a specific hobby, a distinct voice, a compelling backstory—that would make readers want more of them? 12. Use Voice as a Rhythmic Tool Voice is one of the most important elements of novel writing, and Matt Bird helped me think about it in a technical, mechanical way that I found really useful. He pointed out that the ratio of periods to commas defines a character's internal reality. A staccato rhythm—lots of periods, short sentences—suggests a character who is certain, grounded, or perhaps survivalist and traumatised. Katniss in The Hunger Games has a period-heavy voice. She's in survival mode. She doesn't have time for complexity or qualification. A flowing, comma-heavy style suggests someone more academic, more nuanced, or possibly more scattered and manipulative. The character who qualifies everything, who adds sub-clauses and digressions, is a different kind of person from the character who speaks in declarations. This is something you can actually measure. Pull up a passage of your character's dialogue or internal monologue and count the periods versus the commas. If the rhythm doesn't match who the character is supposed to be, you've found a mismatch you can fix. Sentence length is the heartbeat of your character's persona. And voice extends beyond rhythm to the words themselves. As I discussed in the metaphor families tip, each character should draw from a distinctive well of language. But voice also encompasses their relationship to silence. Some characters talk around the thing they mean; others say it straight. Some are self-deprecating; others are blunt to the point of rudeness. All of these choices are character choices, not just style choices. I find it useful to read my dialogue aloud—and not just to check for naturalness, but to hear whether each character sounds distinct. If you could swap dialogue lines between two characters and nobody would notice, you have a voice problem. One practical test: cover the dialogue tags and see if you can tell who's speaking from the words alone. Actionable step: Choose a key passage from your protagonist's point of view and read it aloud. Does the rhythm match the character? A soldier under fire should not sound like a philosophy professor at a wine tasting. Adjust the ratio of periods to commas until the voice feels right. 13. Link Character and Plot Until They're Inseparable Will Storr made the case on episode 490 that the number one problem he sees in the writing he encounters—in workshops, in submissions, even in published books—is that the characters and the plots are unconnected. There's a story happening, and there are people in it, but the story isn't a product of who those people are. He said a story should be like life. In our lives, the plots are intimately connected to who we are as characters. The goals we pursue, the obstacles we face, the same problems that keep recurring—these are products of our personalities, our flaws, our specific ways of being in the world. His framework is that your plot should be designed specifically to plot against your character. You've got a character with a particular flaw; the plot exists to test that flaw over and over until the character either transforms or doubles down and explodes. Jaws is the perfect example. Brody is afraid of water. A shark shows up in the coastal town he's responsible for protecting. The entire plot is engineered to force him to confront the one thing he cannot face. Will pointed out that the whole plot of Jaws is structured around Brody's flaw. It begins with the shark arriving, the midpoint is when Brody finally gets the courage to go into the water, and the very final scene isn't the shark blowing up—it's Brody swimming back through the water. Even a film that's ninety-eight percent action is, at its core, structured around a character with a character flaw. This is the standard I aspire to in my own work, even in my action-heavy thrillers. The external plot should be a mirror of the internal struggle. When those two are aligned, the story becomes irresistible. Will also made an important point about series fiction, which is where most commercial authors live. I asked him how this works when your character can't be transformed at the end of every book because there has to be a next book. His answer was elegant: you don't cure them. Episodic TV characters like Fleabag or David Brent or Basil Fawlty never truly change—and the fact that they don't change is actually the source of the comedy. But every episode throws a new story event at them that tests and exposes their flaw. You just keep throwing story events at them again and again. That's a soap opera, a sitcom, and a book series. As I wrote in How to Write a Novel, character flaws are aspects of personality that affect the person so much that facing and overcoming them becomes central to the plot. In Jaws, the protagonist Brody is afraid of the water, but he has to overcome that flaw to destroy the killer shark and save the town. But remember, your characters should feel like real people, so never define them purely by their flaws. The character addicted to painkillers might also be a brilliant and successful female lawyer who gets up at four in the morning to work out at the gym, likes eighties music, and volunteers at the local dog shelter at weekends. Character wounds are different from flaws. They're formed from life experience and are part of your character's backstory—traumatic events that happened before the events of your novel but shape the character's reactions in the present. In my ARKANE thrillers, Morgan Sierra's husband Elian died in her arms during a military operation. This happened before the series begins, but her memories of it recur when she faces a firefight, and she struggles to find happiness again for fear of losing someone she loves once more. And then there's the perennial advice: show, don't tell. Most writers have heard this so many times that it's easy to nod and then promptly write scenes that tell rather than show. Basically, you need to reveal your character through action and dialogue, rather than explanation. In my thriller Day of the Vikings, Morgan Sierra fights a Neo-Viking in the halls of the British Museum and brings him down with Krav Maga. That fight scene isn't just about showing action. It opens up questions about her backstory, demonstrates character, and moves the plot forward. Telling would be something like: “Morgan was an expert in Krav Maga.” Showing is the reader discovering it through the scene itself. Actionable step: Look at the main plot events of your novel. For each major turning point, ask: does this scene specifically test my protagonist's flaw? If not, can you redesign the scene so that it does? The tighter the connection between character and plot, the more powerful the story. 14. The ‘Maestra' Approach: Write Out of Order If you're a discovery writer like me, you may feel like the deep character work I've been describing sounds more suited to plotters. But Barbara Nickless gave me a beautiful metaphor on episode 732 that reframes it entirely. Barbara described her evolving writing process as being like a maestra standing in front of an orchestra. Sometimes you bring in the horns—a certain theme—and sometimes you bring in the strings—a certain character—and sometimes you turn to the soloist. It's a more organic and jumping-around process than linear writing, and Barbara said she's only recently given herself permission to work this way. When I told her that I use Scrivener to write in scenes out of order and then drag and drop them into a structure later, she was genuinely intrigued. And this is how I've always worked. I'll see the story in my mind like a movie trailer—flashes of the big emotional scenes, the pivotal confrontations, the moments of revelation—and I write those first. I don't know how they hang together until quite late in the process. Then I'll move scenes around, print the whole thing out, and figure out the connective tissue. The point is that discovery writers can absolutely build deep characters. Sometimes writing the big emotional scenes first is how you discover who the character is before you fill in the rest. You don't need a twenty-page character worksheet or a 200-page outline like Jeffery Deaver. You need to be willing to follow the character into the unknown and trust that the structure will emerge. As Barbara said, she writes to know what she's thinking. That's the discovery writer's credo. And I would add: I write to know who my characters are. Actionable step: If you're stuck on your current chapter, skip it. Write the scene that's burning in your imagination, even if it's from the middle or the end. That scene might be the key to unlocking who your character really is. 15. Use Research to Help with Empathy Research shouldn't just be about factual accuracy—it's a tool for finding the sensory details that create empathy. Barbara Nickless described research as almost an excuse to explore things that fascinate her, and I feel exactly the same way. I would go so far as to say that writing is an excuse for me to explore the things that interest me. Barbara and I both travel for our stories. For her Dr. Evan Wilding books, she did deep research into Old English literature and the Viking Age. For my thriller End of Days, I transcribed hours of video from Appalachian snake-handling churches on YouTube to understand the worldview of the worshippers, because my antagonist was brought up in that tradition. I couldn't just make that up. I had to hear their language, feel their conviction, understand why they would hold venomous serpents as an act of faith. Barbara also mentioned getting to Israel and the West Bank for research, and I've been to both places too. Finding that one specific sensory detail—the smell of a particular location, the specific way an expert handles a tool, the sound of a particular kind of music—makes the character's life feel lived-in. It's the difference between a character who is described as living in a place and a character who inhabits it. As I wrote in How to Write a Novel, don't write what you know. Write what you want to learn about. I love research. It's part of why I'm an author in the first place. I take any excuse to dive into a world different from my own. Research using books, films, podcasts, and travel, and focus particularly on sources produced by people from the worldview you want to understand. Actionable step: For your next piece of character research, go beyond reading. Watch a documentary, visit a location, talk to someone who lives the experience. Find one sensory detail—a smell, a sound, a texture—that you couldn't have invented. That detail will make your character feel real. Bonus: Measure Your Life by What You Create In an age of AI and a tsunami of content, your ultimate brand protection is the quality of your human creation. Barbara Nickless said that the act of producing itself is a balm to the soul, and I believe that with every fibre of my being. Don't be afraid to take that step back, like I did with my deadlifting. Take the time to master these deeper craft skills. It might feel like you're slowing down or going backwards by not chasing the latest marketing trend, but it's the only way to step forward into a sustainable, high-quality career. Your characters are your signature. No AI can replicate the specificity of your lived experience, the emotional truth of your displaced trauma, or the sensory details you've gathered from a life of curiosity and travel. Those are yours. Pour them into your characters, and they will resonate for years to come. Actionable Takeaway: Identify the Dramatic Question for your current protagonist. Can you state it in a single sentence with the kind of specificity Will Storr described? Is it as clear as “Are you ordinary or extraordinary?” or “Are you the only adult in the room?” If you can't answer it with that kind of precision, your character might still be a sketch. Give them a diagonal toast moment today. Find the one hyper-specific detail that proves they are not an imitation of life. And then ask yourself: does your plot test your character's flaw in every major scene? If you can align those two things—a precisely defined character and a plot that exists to test them—you will have a story that readers cannot put down. References and Deep Dives The episodes I've referenced today are all available with full transcripts at TheCreativePenn.com: Episode 732 — Facing Fears, and Writing Unique Characters with Barbara Nickless Episode 673 — Writing Choctaw Characters and Diversity in Fiction with Sarah Elisabeth Sawyer Episode 624 — Writing Characters with Matt Bird Episode 550 — The Heroine's Journey with Gail Carriger Episode 490 — How Character Flaws Shape Story with Will Storr Books mentioned: The Secrets of Character: Writing a Hero Anyone Will Love by Matt Bird The Science of Storytelling by Will Storr The Heroine's Journey by Gail Carriger How to Write a Novel: From Idea to Book by Joanna Penn You can find all my books for authors at CreativePennBooks.com and my fiction and memoir at JFPennBooks.com Happy writing! How was this episode created? This episode was initiated created by NotebookLM based on YouTube videos of the episodes linked above from YouTube/TheCreativePenn, plus my text chapters on character from How to Write a Novel. NotebookLM created a blog post from the material and then I expanded it and fact checked it with Claude.ai 4.6 Opus, and then I used my voice clone at ElevenLabs to narrate it. The post Writing Characters: 15 Actionable Tips For Writing Deep Character first appeared on The Creative Penn.

Four years after ChatGPT changed everything, schools are still treading water.In this episode, I sit down with Dr. Kip Glazer, principal of Mountain View High School, home of Google, and author of Ready to Lead With AI: A Practical Guide for School Leaders. Dr. Kip has been in this conversation since 2015 and she is bringing ALL of that experience to the table.We talk about why the AI cheating conversation is failing our students, what questions every school leader should be asking vendors before letting ANY tool into their school, and why the real work has always been about human connection, not detection.If you are a school leader, educator, or aspiring administrator trying to navigate AI without losing sight of what matters most, this one is for you.Chapters00:00 Introduction and Context Setting02:55 The Impact of AI on Education05:48 Navigating AI as a School Leader08:49 Practical Applications of AI in Schools11:37 Mindset and Attitude in Leadership14:48 Actionable Tips for School Leaders17:43 The Role of Pedagogy in Technology Integration20:36 Community and Collaboration in Learning26:31 AI and Equity in Education30:06 Innovative Pedagogy and Student Engagement34:41 Empowering Student Voices in Decision-Making39:09 Navigating Tech Chauvinism in Education43:51 Enhancing Human Connection through AISponsor ShoutoutThank you to our sponsors: Book Creator, Eduaide.AI, and Peel Back Education for supporting My EdTech Life.Get 3 Months of Book Creator Premium Access Free!Use Code: MyEdTechLifeStay Techie ✌️Peel Back Education exists to uncover, share, and amplify powerful, authentic stories from inside classrooms and beyond, helping educators, learners, and the wider community connect meaningfully with the people and ideas shaping education today. Authentic engagement, inclusion, and learning across the curriculum for ALL your students. Teachers love Book Creator.Support the show

In this episode of The Long Game Podcast, Alex Birkett sits down with Josh Spilker, Head of Search Marketing at AirOps, to explore how content teams are evolving in response to AI, automation, and changing search behavior. Josh draws on his background in SEO, writing, and systems thinking to outline why traditional content marketing models are breaking down and what's replacing them.They discuss the concept of content engineering, including how workflows, brand context, and AI-assisted processes change the way teams create, refresh, and scale content. The conversation also covers identity shifts for marketers, the growing complexity of search surfaces, and where real differentiation and business value are created as content production becomes easier.Key TakeawaysContent engineering represents a shift from one-off content creation to building systems that manage, update, and scale content across channels.  AI lowers the marginal cost of content, but differentiation still comes from strategy, brand context, and human editorial judgment.  Modern content teams increasingly separate roles between content strategy and content engineering, even if one person covers both in smaller orgs.  The expansion of search surfaces and longer, more contextual queries increases demand for more specific and tailored content.  As traffic becomes less reliable as a KPI, teams need to focus more on conversion quality, brand presence, and downstream business impact.Show LinksVisit AirOps on LinkedInConnect with Josh Spilker on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

If your planner looks great but your days still feel exhausting, this episode is for you. In this episode of the Organized-ish Parent Podcast, I'm breaking down why traditional schedules don't work for moms — especially default parents carrying the mental load. If you've tried planners, routines, or time blocking and still end most days depleted, this isn't a discipline problem. It's a design problem. I'll walk you through: Why most schedules weren't built for the reality of motherhood The three biggest schedule flaws that drain moms How mental load and constant transitions quietly sabotage your day Why energy matters more than productivity One simple shift you can make this week to feel more supported This episode isn't about doing more or trying harder. It's about designing a schedule that actually supports your life.