Podcasts about Differentiation

More money. More time. Or both.If what you offer helps people get one or both, demand should not be the problem. When it is, the issue is rarely the product. It is how the value is communicated. The problem is most businesses bury that value under features, specs, and what I call “knowledge vomit” and then wonder why buyers do not move.In this episode, I break down why marketing fails when it cannot clearly validate outcomes. Buyers do not struggle with features or specs. They struggle with confusion. If your message does not quickly show how you help them make money, save time, or both, they will move on, even if what you offer is genuinely strong.We walk through how value gets buried under “impressive” language, why clear always beats clever, and how small disconnects in messaging and experience quietly erode trust and revenue. This is not about hype or shortcuts. It is about making the value obvious at every touchpoint.In this episode, you will learn how to:Translate features into outcomes buyers actually care aboutClarify whether your offer makes money, saves time, or does bothSimplify messaging so decision makers instantly understand the valueFix marketing that looks polished but fails to convertImprove customer experience through small, intentional momentsAlign product, marketing, and leadership around one clear value storyThis episode is for founders, marketers, product leaders, and decision makers who are tired of guessing why marketing is not working. If your marketing cannot clearly prove value, you will not win. When it can, growth becomes more predictable, more sustainable, and far less complicated.Beyond The Episode Gems:Subscribe To My New Weekly LinkedIn Newsletter: Strategize. Market. Grow.Buy My Book, Strategize Up: The Blueprint To Scale Your Business: StrategizeUpBook.comDiscover All Podcasts On The HubSpot Podcast NetworkGet Free HubSpot Marketing Tools To Help You Grow Your BusinessGrow Your Business Faster Using HubSpot's CRM PlatformSupport The Podcast & Connect With Troy: Rate & Review iDigress: iDigress.fm/ReviewsFollow Troy's Socials @FindTroy: LinkedIn, Instagram, Threads, TikTokSubscribe to Troy's YouTube Channel For Strategy Videos & See Masterclass EpisodesNeed Growth Strategy, A Keynote Speaker, Or Want To Sponsor The Podcast? Go To FindTroy.com

Dr. Martin Picard, PhD, is a professor of behavioral medicine at Columbia University and an expert on how our behaviors and psychology shape cellular energy production and rates of aging. He explains that your mitochondria don't just “make energy”; they translate what you do—your mindset and your relationships—into the energy you experience as vitality or lack thereof. He explains how exercise, nutrition, sleep, meditation, and even certain thought patterns and our sense of purpose can charge our cells like batteries. He also shares findings that hair greying is the result of cellular stress and is reversible. This episode links physical and mental ‘energy' with cellular energy and provides science-supported tools to improve your physical and mental health. Read the episode show notes at hubermanlab.com. Thank you to our sponsors AG1: https://drinkag1.com/huberman Helix: https://helixsleep.com/huberman Lingo: https://hellolingo.com/huberman Function: https://functionhealth.com/huberman Waking Up: https://wakingup.com/huberman Timestamps (00:00:00) Martin Picard (00:03:50) What is Energy?, Energy Flow & Transformation (00:07:53) Energy, Vitality, Emotions, Sensory Perception (00:14:18) Sponsors: Helix Sleep & Lingo (00:17:19) “Mito-Centric” View of World, Mitochondrial Energy & Information Patterns (00:25:26) Organelles, Mitochondria & Energy Transformation; Maternal Genes (00:31:12) Mitotypes & Differentiation, Mitochondria as “Social Organisms” (00:36:52) Food & Dysfunctional Energy Transformation (00:40:02) Lifestyle Choices & Interests, Physiological Growth (00:46:39) Pregnancy, Amenorrhea; Illness & Tiredness (00:51:07) Sponsor: AG1 (00:52:29) Energy Transformation & Distribution; Body's Wisdom, Feeling Sick (00:56:27) Tool: Feel Your Energy; Breath & Energy (01:02:31) Flow of Energy; Trade-Offs, Life Purpose & Enjoyment (01:10:15) Biology, Meaningful Experiences & Energy Flow (01:16:27) Sponsor: Function (00:18:15) Inflammation, Energetic Flow (01:20:43) Child Prodigies, Species Lifespan & Mitochondrial Metabolism; Aging (01:28:56) Lifestyle & Aging: Exercise, Fasting; Inflammation, Sleep, Stimulants (01:37:06) Energetic Stress Signals, GDF-15, Cancer, Heart Failure (01:42:18) Genes, Lifestyle & Aging (01:47:54) Gray Hair Reversal, Stress; Inflammation & Aging (01:57:37) Energy Recovery, Sleep & Mitochondrial Function, Stress, Meditation (02:05:16) Tools: Yoga Nidra, NSDR; Pre-Sleep Relaxation, Energy & Restorative Sleep (02:10:58) Diet & Individualization, Clinical Trials; Mitochondria & Nutrition, Keto (02:20:14) Alcohol & Energy Budget; Stress (02:25:02) Exercise, Increase Mitochondria, Overtraining; Resistance & Growth (02:33:06) Sponsor: Waking Up (02:34:41) Supplements & Mitochondria Health, Deficiencies, SS31, Methylene Blue (02:41:31) Energy Flow & Experiences, Balance (02:49:13) Transform Through Resistance, Energetic Awareness, Connection (02:56:05) Food Overconsumption & Mitochondria Disruption; Tissues & Mitochondria (03:01:02) Mitochondrial Health Test; Tool: Ways to Increase Energy; Meditation (03:06:10) Peptides; Fertility Supplements, Urolithin A; Electromagnetic Fields (03:12:16) Acknowledgements (03:14:15) Zero-Cost Support, YouTube, Spotify & Apple Follow, Reviews & Feedback, Sponsors, Protocols Book, Social Media, Neural Network Newsletter Learn more about your ad choices. Visit megaphone.fm/adchoices

Show Notes: Bruno Strunz, lawyer, keynote speaker, and author of How to Sell Value in the Legal Market, shares his background, including his career path as a lawyer, including making partner and working for Volkswagen, and his extensive experience working with various companies and firms in both the legal departments and sales departments.  Business Development for Professional Services Firms Bruno discusses his focus on business development for professional services firms, by selling in a structured and data-driven manner. Since 2018, he has been helping firms with what they have called the commoditization of quality and how to stand out in this competitive landscape. Bruno explains that his company initially focused on working with law firms for the last two years; they also started working with different types of professional services firms, including law firms, service orientated businesses,  and consultancy companies. A Bespoke Approach to Business Development Bruno explains his approach to business development, starting with a diagnostic to understand the client base, churn, revenue generation, and distribution channels over the previous three years. He highlights the importance of expanding within existing client bases rather than focusing solely on new client acquisition. Bruno discusses the common challenges law firms face, such as low CRM adoption and the need for better data-driven decision-making. He emphasizes the importance of using CRM platforms effectively to improve sales processes and decision-making. Best Practice Approach for Growth Bruno outlines a best practice approach for growing within existing clients, starting with an 80/20 analysis to identify strategic clients. He looks at each business unit and asks if they have an account management plan for each unit, which means power mapping, stakeholder mapping, who's part of the decision-making process, assessing relationships, and understanding client goals for 2026. Bruno discusses the need for a SWOT analysis within specific accounts and the importance of looking for expansion opportunities. He highlights the challenges of client feedback in Latin America and the importance of guiding clients through their decision-making process. Differentiation in a Commoditized Market Bruno addresses the issue of differentiating in a commoditized market, where technical quality is no longer a competitive advantage. He emphasizes the importance of early engagement in the B2B buying cycle to avoid commoditization. Bruno discusses the role of relationship management, networking initiatives, and top-of-mind awareness in becoming the vendor of choice. He highlights the importance of bringing new insights and improving client experience to stand out in a competitive market. Client Success Stories Bruno shares a success story of working with a client in crisis management, focusing on educating the market and reframing their storytelling. He explains how the client successfully converted a multi-million dollar project during a major crisis. Bruno discusses another success story involving a proprietary framework to deep dive into client offerings and identify specific pain points. He highlights the importance of segmenting target lists, prioritizing outreach efforts, and bringing new ideas to clients. Bruno emphasizes the importance of consistency and discipline in business development strategies. Timestamps: 04:11: Business Development Strategies for Law Firms 10:43: Building a Programmatic Approach to Client Growth  14:49: Differentiating in a Commoditized Market  20:01: Success Stories and Client Impact 29:34: Final Thoughts and Contact Information  Links: LinkedIn: https://www.linkedin.com/in/brunostrunz/ Website: https://strunz.com.br/ This episode on Umbrex: https://umbrex.com/unleashed/episode-628-bruno-strunz-how-to-sell-value-in-professional-services/ Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com. *AI generated timestamps and show notes.  

In this episode of The Produce Moms Podcast, host Lori Taylor welcomes back Ashley Finster, Vice President of Marketing at Naturipe Farms.   They discuss the evolution of Naturipe's brand, the "Berries Bring It" campaign, and the company's commitment to innovation, sustainability, and collaboration with growers and retailers.

The emotional intensity that comes from being super-serious can turn a challenge into a problem. Likewise, when we react automatically to the anxiety of others, it can make a bad situation worse. This episode digs into why this is the case and what you can do about it.Show Notes:Anxious Church, Anxious People: How to Lead Change in an Age of Anxiety If You Met My Family, You'd Understand: A Family Systems PrimerTriggers: Creating Behavior That Lasts–Becoming the Person You Want to Be by Marshall GoldsmithBecome a Patron for as little as $5/month.Subscribe to my weekly ⁠Two for Tuesday⁠ email newsletter.

This edWeb podcast sponsored by Learn It Academic Services.The webinar recording can be accessed here.In this edWeb podcast, listeners explore how small-group teaching fosters differentiation, builds student engagement, and supports academic growth. Through interactive activities and classroom scenarios, teachers leave with actionable strategies to design, manage, and assess small-group instruction that meets the needs of all learners.The presenters address how small-group instruction can be used to differentiate learning and meet individual student needs, as well as effective strategies for forming and managing small groups in a classroom setting.By the end of the edWeb podcast, listeners are able to:Identify the benefits of small-group instruction, along with potential challenges and ways to overcome themDesign flexible grouping strategies based on student learning goalsLearn ways to implement instructional techniques that promote engagement, equity, and academic rigor in small groupsThis edWeb podast is of interest to K-12 teachers, school leaders, and district leaders.Learn It Academic ServicesWe use data to identify trends and develop best practices for educatorsDisclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.Learn more about viewing live edWeb presentations and on-demand recordings, earning CE certificates, and using accessibility features.

Welcome to episode 309 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Seth Deutsch, founder of Samson Partners Group, a seasoned operator, board member, and growth leader with deep experience in private equity, alternative business structures, and multi-market professional services. Seth has architected nine buy-and-build platforms, executed more than 70 acquisitions, and served as CEO and operating partner across public, private equity-backed, and founder-led companies. His firm advises legal organizations on the evolving ABS landscape across seven submarkets, helping practices navigate consolidation, competition, and long-term value creation. What you'll learn about in this episode:   1. Differentiation in Competitive Markets - Why "yelling louder" or copying competitors fails - How authentic brand positioning can outperform large market spenders 2. Understanding What Clients Actually Value - Extracting insights from real client sentiment - Identifying the traits that truly set your practice apart 3. Avoiding the "Gimmick Trap" - Why catchy nicknames and flashy identities rarely sustain long-term value - Ensuring your brand reflects who you really are 4. Smarter, Not Louder, Marketing - Building a media plan that generates revenue, not just impressions - Choosing channels based on audience, message, and ROI 5. Growth Through Mergers & Acquisitions - How to evaluate whether and how to merge brands - When to integrate two practices and when to keep identities separate Resources:  Website: samsonpartnersgroup.com Book: a.co/d/08LZUUB LinkedIn: linkedin.com/in/sethdeutsch Additional Resources:    https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind AI for PI Expo:   www.pilmma.org/ai-for-pi-expo

Ken Tropin is a legend in the macro space. He is the Chairman and the founder of Graham Capital Management (GCM) - $20bn fund. Ken founded GCM in 1994 and has grown the firm into an industry leading alternative investment manager focusing on global macro discretionary and quantitative hedge fund strategies. Prior to founding GCM, Ken had significant experience in the alternative investment industry, including five years (1989 to 1993) as President and Chief Executive Officer of John W. Henry & Company, Inc. and seven years (1982 to 1989) as Senior Vice President and Director of Managed Futures at Dean Witter Reynolds. In this podcast we discuss:  Investment philosophy  Differentiation from multi-strat funds  Talent recruitment strategy; NY office  Fed outlook   Term premium as underpriced   US deficit concerns and duration risk in long-end rates  AI and technology   Global central bank divergence   Inflation pressures  Private credit   Dollar view  Geopolitical risks  Robin Hood Foundation  

In this episode of My EdTech Life, Jeff Riley breaks down the mission behind Day of AI and the work of MIT RAISE to help schools, districts, families, and students understand artificial intelligence safely, ethically, and with purpose.Jeff brings 32 years of experience as a teacher, counselor, principal, superintendent, and former Massachusetts Commissioner of Education. His transition to MIT RAISE reveals why AI literacy, student safety, and clear policy matter more than ever.Timestamps00:00 Welcome & Sponsor Shoutouts01:45 Jeff Riley's Background in Education04:00 Why MIT RAISE and Day of AI06:00 The Challenge: AI Policy, Safety & Equity08:30 How AI Can Transform Teaching & Learning10:30 Differentiation, Accessibility & Student Support12:30 Helping Teachers Feel Confident Using AI15:00 Leading AI Adoption at the District Level18:00 What AI Literacy Should Mean for Students20:00 Teaching Healthy Skepticism & Bias Awareness23:00 Student Voice in AI Policy26:00 Parent Awareness & Common Sense Media Toolkit29:00 Responsible AI for America's Youth31:00 America's Youth AI Festival & Student Leadership34:30 National Vision for AI in Education37:00 Closing Thoughts + 3 Signature Questions41:00 Stay TechieResources MentionedDay of AI Curriculum: https://dayofai.orgMIT RAISE: https://raise.mit.eduSponsors

Dr. Gregory T. Obert is a clinical psychologist and the founder and CEO of the Royal Oasis Psychotherapy Institute, a premier telehealth practice delivering elite, discreet, evidence-based psychotherapy. He brings over 15 years of experience helping thousands navigate anxiety, depression, trauma, and life transitions. He specializes in veterans' issues, PTSD treatment, and fostering resilience through personalized, holistic care. Additionally, he is the author of The Man on the Bench, a novel about hope amid loss, and the host of the podcast Meditations by Gregory T. Obert, featuring guided meditations for wellness.In today's episode of Smashing the Plateau, you will learn how to move from structure to self-direction—reframing fear, narrowing your focus, pricing with confidence, and using real community to shorten your path to traction.Gregory and I discuss:Why Gregory chose to start his own practice [05:18]Why many keep private practice as a side gig—and the bigger opportunity [05:46]The two biggest barriers: fear of variable income and insurance constraints [07:20]Referrals, pipelines, and the internal conflict about charging [10:47]A simple first step to strengthen your pricing mindset [13:44]The hidden knowledge gap: marketing, visibility, and “putting yourself out there” [15:12]Differentiation through a few clear specialties (and why it works) [17:50]Community as a necessity: one hour > months of Googling [20:04]Learn more about Gregory and receive premium psychotherapy at www.royaloasispi.com.Follow him on social media:Website:https://gregorytobert.com/ Locals: https://drgregorytobert.locals.com/ Twitch: https://www.twitch.tv/drgobert Tiktok: https://www.tiktok.com/@docgobert LinkedIn: https://www.linkedin.com/in/gregorytobert YouTube: https://www.youtube.com/@DrGOBERT Libsyn: https://meditationsbygto.libsyn.com/ Apple Podcasts: https://podcasts.apple.com/us/podcast/meditations-by-gregory-t-obert/id1168490615Spotify: https://open.spotify.com/show/0esz5sbFAeAmJzPp5NJbz9Thank you to our sponsor:The Smashing the Plateau Community______________________________________________________________About Smashing the PlateauSmashing the Plateau shares stories and strategies from corporate refugees: mid-career professionals who've left corporate life to build something of their own.Each episode features a candid conversation with someone who has walked this path or supports those who do. Guests offer real strategies to help you build a sustainable, fulfilling business on your terms, with practical insights on positioning, growth, marketing,...

Kevin and Sylvia launched iRide Arusha in July 2024, offering motorcycle tours and rentals in Tanzania. Within 18 months they scaled across four East African cities through a franchise model called iRide Africa, with partners operating in Rwanda, Nairobi, and Mombasa. The franchise structure allows riders to cross borders and book multi-country tours.The episode covers operational realities: importing equipment across borders, navigating tourism regulations, managing multi-country payment processing, and running rentals and guided tours as two distinct businesses with different customer profiles and sales cycles. Kevin and Sylvia share how they find customers through motorcycle clubs, price for premium buyers, and use immediate response times as a competitive advantage.TOP 10 TAKEAWAYS1. Test adjacent niches when your market is saturatedRather than launch another safari company in an oversaturated market, Kevin and Sylvia identified motorcycle touring as an underserved adventure niche in East Africa. Consider what adjacent experiences your destination supports that competitors aren't offering.2. Franchise models can scale faster than going soloWithin 18 months, iRide expanded across four East African cities through franchise partnerships. Partners share mechanics, bikes, marketing resources, and customer referrals. This creates a network effect where riders can start in one country and end in another, adding value no single operator could deliver alone.3. Target communities, not just individualsKevin reaches out directly to motorcycle clubs in major US cities. One Chicago BMW Riders club is bringing eight people in February. Booking one club creates the revenue of eight individual customers with a fraction of the acquisition cost. Find the clubs, associations, or communities that match your experience type.4. Customer service is a competitive advantage in developing marketsTheir immediate response times and willingness to hop on Zoom calls builds trust fast, especially for customers who've never been to Africa.5. Platform diversification requires testing, not guessingiRide is on Get Your Guide, Viator, Klook, WeTravel, and fielding Facebook messages, but hasn't found the magic channel yet. Test widely, track what converts, double down there.6. Price for the experience you're actually delivering, not your self-doubtKevin admits they severely underpriced at launch. Beginner business owners often can't see their own value clearly. If you're offering wow moments and authentic connections, charge accordingly.7. Guided vs. rental requires different marketing and operationsRental customers (experienced, self-sufficient, quick decision makers) need less hand-holding than guided tour customers (more questions, longer planning cycles, higher price points). These are functionally two different businesses with different messaging, pricing, and customer profiles.8. Gross revenue and net income are very differentVehicle maintenance, cross-border parts sourcing, and insurance eat into margins constantly. Build cash reserves and expect hidden costs, especially in asset-heavy businesses.9. Local language fluency unlocks competitive advantagesSylvia's Swahili fluency helped navigate Interpol holds on imported bikes, handle tourism police complaints from competitors, and build long-term supplier relationships. Language access isn't just customer-facing—it's operational power.10. Differentiation isn't just what you do, it's how guests connectGuests consistently cite the vastness of the landscape and local interactions (like lunch with Sylvia's 88-year-old farming grandmother) as their standout memories. Design for connection points your format uniquely enables.

Recognizing emotional process will not only help you avoid getting stuck, it will enable you to persist through the inevitable sabotage that comes when you are leading change.Show Notes:Anxious Church, Anxious People: How to Lead Change in an Age of Anxiety If You Met My Family, You'd Understand: A Family Systems PrimerBecome a Patron for as little as $5/month.Subscribe to my weekly ⁠Two for Tuesday⁠ email newsletter.

Every few years, the world of product management goes through a phase shift. When I started at Microsoft in the early 2000s, we shipped Office in boxes. Product cycles were long, engineering was expensive, and user research moved at the speed of snail mail. Fast forward a decade and the cloud era reset the speed at which we build, measure, and learn. Then mobile reshaped everything we thought we knew about attention, engagement, and distribution.Now we are standing at the edge of another shift. Not a small shift, but a tectonic one. Artificial intelligence is rewriting the rules of product creation, product discovery, product expectations, and product careers.To help make sense of this moment, I hosted a panel of world class product leaders on the Fireside PM podcast:• Rami Abu-Zahra, Amazon product leader across Kindle, Books, and Prime Video• Todd Beaupre, Product Director at YouTube leading Home and Recommendations• Joe Corkery, CEO and cofounder of Jaide Health • Tom Leung (me), Partner at Palo Alto Foundry• Lauren Nagel, VP Product at Mezmo• David Nydegger, Chief Product Officer at OvivaThese are leaders running massive consumer platforms, high stakes health tech, and fast moving developer tools. The conversation was rich, honest, and filled with specific examples. This post summarizes the discussion, adds my own reflections, and offers a practical guide for early and mid career PMs who want to stay relevant in a world where AI is redefining what great product management looks like.Table of Contents* What AI Cannot Do and Why PM Judgment Still Matters* The New AI Literacy: What PMs Must Know by 2026* Why Building AI Products Speeds Up Some Cycles and Slows Down Others* Whether the PM, Eng, UX Trifecta Still Stands* The Biggest Risks AI Introduces Into Product Development* Actionable Advice for Early and Mid Career PMs* My Takeaways and What Really Matters Going Forward* Closing Thoughts and Coaching Practice1. What AI Cannot Do and Why PM Judgment Still MattersWe opened the panel with a foundational question. As AI becomes more capable every quarter, what is left for humans to do. Where do PMs still add irreplaceable value. It is the question every PM secretly wonders.Todd put it simply: “At the end of the day, you have to make some judgment calls. We are not going to turn that over anytime soon.”This theme came up again and again. AI is phenomenal at synthesizing, drafting, exploring, and narrowing. But it does not have conviction. It does not have lived experience. It does not feel user pain. It does not carry responsibility.Joe from Jaide Health captured it perfectly when he said: “AI cannot feel the pain your users have. It can help meet their goals, but it will not get you that deep understanding.”There is still no replacement for sitting with a frustrated healthcare customer who cannot get their clinical data into your system, or a creator on YouTube who feels the algorithm is punishing their art, or a devops engineer staring at an RCA output that feels 20 percent off.Every PM knows this feeling: the moment when all signals point one way, but your gut tells you the data is incomplete or misleading. This is the craft that AI does not have.Why judgment becomes even more important in an AI worldDavid, who runs product at a regulated health company, said something incredibly important: “Knowing what great looks like becomes more essential, not less. The PM's that thrive in AI are the ones with great product sense.”This is counterintuitive for many. But when the operational work becomes automated, the differentiation shifts toward taste, intuition, sequencing, and prioritization.Lauren asked the million dollar question. “How are we going to train junior PMs if AI is doing the legwork. Who teaches them how to think.”This is a profound point. If AI closes the gap between junior and senior PMs in execution tasks, the difference will emerge almost entirely in judgment. Knowing how to probe user problems. Knowing when a feature is good enough. Knowing which tradeoffs matter. Knowing which flaw is fatal and which is cosmetic.AI is incredible at writing a PRD. AI is terrible at knowing whether the PRD is any good.Which means the future PM becomes more strategic, more intuitive, more customer obsessed, and more willing to make thoughtful bets under uncertainty.2. The New AI Literacy: What PMs Must Know by 2026I asked the panel what AI literacy actually means for PMs. Not the hype. Not the buzzwords. The real work.Instead of giving gimmicky answers, the discussion converged on a clear set of skills that PMs must master.Skill 1: Understanding context engineeringDavid laid this out clearly: “Knowing what LMS are good at and what they are not good at, and knowing how to give them the right context, has become a foundational PM skill.”Most PMs think prompt engineering is about clever phrasing. In reality, the future is about context engineering. Feeding models the right data. Choosing the right constraints. Deciding what to ignore. Curating inputs that shape outputs in reliable ways.Context engineering is to AI product development what Figma was to collaborative design. If you cannot do it, you are not going to be effective.Skill 2: Evals, evals, evalsRami said something that resonated with the entire panel: “Last year was all about prompts. This year is all about evals.”He is right.• How do you build a golden dataset.• How do you evaluate accuracy.• How do you detect drift.• How do you measure hallucination rates.• How do you combine UX evals with model evals.• How do you decide what good looks like.• How do you define safe versus unsafe boundaries.AI evaluation is now a core PM responsibility. Not exclusively. But PMs must understand what engineers are testing for, what failure modes exist, and how to design test sets that reflect the real world.Lauren said her PMs write evals side by side with engineering. That is where the world is going.Skill 3: Knowing when to trust AI output and when to override itTodd noted: “It is one thing to get an answer that sounds good. It is another thing to know if it is actually good.”This is the heart of the role. AI can produce strategic recommendations that look polished, structured, and wise. But the real question is whether they are grounded in reality, aligned with your constraints, and consistent with your product vision.A PM without the ability to tell real insight from confident nonsense will be replaced by someone who can.Skill 4: Understanding the physics of model changesThis one surprised many people, but it was a recurring point.Rami noted: “When you upgrade a model, the outputs can be totally different. The evals start failing. The experience shifts.”PMs must understand:• Models get deprecated• Models drift• Model updates can break well tuned prompts• API pricing has real COGS implications• Latency varies• Context windows vary• Some tasks need agents, some need RAG, some need a small finetuned modelThis is product work now. The PM of 2026 must know these constraints as well as a PM of the cloud era understood database limits or API rate limits.Skill 5: How to construct AI powered prototypes in hours, not weeksIt now takes one afternoon to build something meaningful. Zero code required. Prompt, test, refine. Whether you use Replit, Cursor, Vercel, or sandboxed agents, the speed is shocking.But this makes taste and problem selection even more important. The future PM must be able to quickly validate whether a concept is worth building beyond the demo stage.3. Why Building AI Products Speeds Up Some Cycles and Slows Down OthersThis part of the conversation was fascinating because people expected AI to accelerate everything. The panel had a very different view.Fast: Prototyping and concept validationLauren described how her teams can build working versions of an AI powered Root Cause Analysis feature in days, test it with customers, and get directional feedback immediately.“You can think bigger because the cost of trying things is much lower,” she said.For founders, early PMs, and anyone validating hypotheses, this is liberating. You can test ten ideas in a week. That used to take a quarter.Slow: Productionizing AI featuresThe surprising part is that shipping the V1 of an AI feature is slower than most expect.Joe noted: “You can get prototypes instantly. But turning that into a real product that works reliably is still hard.”Why. Because:• You need evals.• You need monitoring.• You need guardrails.• You need safety reviews.• You need deterministic parts of the workflow.• You need to manage COGS.• You need to design fallbacks.• You need to handle unpredictable inputs.• You need to think about hallucination risk.• You need new UI surfaces for non deterministic outputs.Lauren said bluntly: “Vibe coding is fast. Moving that vibe code to production is still a four month process.”This should be printed on a poster in every AI startup office.Very Slow: Iterating on AI powered featuresAnother counterintuitive point. Many teams ship a great V1 but struggle to improve it significantly afterward.David said their nutrition AI feature launched well but: “We struggled really hard to make it better. Each iteration was easy to try but difficult to improve in a meaningful way.”Why is iteration so difficult.Because model improvements may not translate directly into UX improvements. Users need consistency. Drift creates churn. Small changes in context or prompts can cause large changes in behavior.Teams are learning a hard truth: AI powered features do not behave like typical deterministic product flows. They require new iteration muscles that most orgs do not yet have.4. The PM, Eng, UX Trifecta in the AI EraI asked whether the classic PM, Eng, UX triad is still the right model. The audience was expecting disagreement. The panel was surprisingly aligned.The trifecta is not going anywhereRami put it simply: “We still need experts in all three domains to raise the bar.”Joe added: “AI makes it possible for PMs to do more technical work. But it does not replace engineering. Same for design.”AI blurs the edges of the roles, but it does not collapse them. In fact, each role becomes more valuable because the work becomes more abstract.• PMs focus on judgment, sequencing, evaluation, and customer centric problem framing• Engineers focus on agents, systems, architecture, guardrails, latency, and reliability• Designers focus on dynamic UX, non deterministic UX patterns, and new affordances for AI outputsWhat does changeAI makes the PM-Eng relationship more intense. The backbone of AI features is a combination of model orchestration, evaluation, prompting, and context curation. PMs must be tighter than ever with engineering to design these systems.David noted that his teams focus more on individual talents. Some PMs are great at context engineering. Some designers excel at polishing AI generated layouts. Some engineers are brilliant at prompt chaining. AI reveals strengths quickly.The trifecta remains. The skill distribution within it evolves.5. The Biggest Risks AI Introduces Into Product DevelopmentWhen we asked what scares PMs most about AI, the conversation became blunt and honest. Risk 1: Loss of user trustLauren warned: “If people keep shipping low quality AI features, user trust in AI erodes. And then your good AI product suffers from the skepticism.”This is very real. Many early AI features across industries are low quality, gimmicky, or unreliable. Users quickly learn to distrust these experiences.Which means PMs must resist the pressure to ship before the feature is ready.Risk 2: Skill atrophyTodd shared a story that hit home for many PMs. “Junior folks just want to plug in the prompt and take whatever the AI gives them. That is a recipe for having no job later.”PMs who outsource their thinking to AI will lose their judgment. Judgment cannot be regained easily.This is the silent career killer.Risk 3: Safety hazards in sensitive domainsDavid was direct: “If we have one unsafe output, we have to shut the feature off. We cannot afford even small mistakes.”In healthcare, finance, education, and legal industries, the tolerance for error is near zero. AI must be monitored relentlessly. Human in the loop systems are mandatory. The cycles are slower but the stakes are higher.Risk 4: The high bar for AI compared to humansJoe said something I have thought about for years: “AI is held to a much higher standard than human decision making. Humans make mistakes constantly, but we forgive them. AI makes one mistake and it is unacceptable.”This slows adoption in certain industries and creates unrealistic expectations.Risk 5: Model deprecation and instabilityRami described a real problem AI PMs face: “Models get deprecated faster than they get replaced. The next model is not always GA. Outputs change. Prompts break.”This creates product instability that PMs must anticipate and design around.Risk 6: Differentiation becomes hardI shared this perspective because I see so many early stage startups struggle with it.If your whole product is a wrapper around an LLM, competitors will copy you in a week. The real differentiation will not come from using AI. It will come from how deeply you understand the customer, how you integrate AI with proprietary data, and how you create durable workflows.6. Actionable Advice for Early and Mid Career PMsThis was one of my favorite parts of the panel because the advice was humble, practical, and immediately useful.A. Develop deep user empathy. This will become your biggest differentiator.Lauren said it clearly: “Maintain your empathy. Understand the pain your user really has.”AI makes execution cheap. It makes insight valuable.If you can articulate user pain precisely.If you can differentiate surface friction from underlying need.If you can see around corners.If you can prototype solutions and test them in hours.If you can connect dots between what AI can do and what users need.You will thrive.Tactical steps:• Sit in on customer support calls every week.• Watch 10 user sessions for every feature you own.• Talk to customers until patterns emerge.• Ask “why” five times in every conversation.• Maintain a user pain log and update it constantly.B. Become great at context engineeringThis will matter as much as SQL mattered ten years ago.Action steps:• Practice writing prompts with structured context blocks.• Build a library of prompts that work for your product.• Study how adding, removing, or reordering context changes output.• Learn RAG patterns.• Learn when structured data beats embeddings.• Learn when smaller local models outperform big ones.C. Learn eval frameworksThis is non negotiable.You need to know:• Precision vs recall tradeoffs• How to build golden datasets• How to design scenario based evals for UX• How to test for hallucination• How to monitor drift• How to set quality thresholds• How to build dashboards that reflect real world input distributionsYou do not need to write the code.You do need to define the eval strategy.D. Strengthen your product senseYou cannot outsource product taste.Todd said it best: “Imagine asking AI to generate 20 percent growth for you. It will not tell you what great looks like.”To strengthen your product sense:• Review the best products weekly.• Take screenshots of great UX patterns.• Map user flows from apps you admire.• Break products down into primitives.• Ask yourself why a product decision works.• Predict what great would look like before you design it.The PMs who thrive will be the ones who can recognize magic when they see it.E. Stay curiousRami's closing advice was simple and perfect: “Stay curious. Keep learning. It never gets old.”AI changes monthly. The PM who is excited by new ideas will outperform the PM who clings to old patterns.Practical habits:• Read one AI research paper summary each week.• Follow evaluation and model updates from major vendors.• Build at least one small AI prototype a month.• Join AI PM communities.• Teach juniors what you learn. Nothing accelerates mastery faster.F. Embrace velocity and side projectsTodd said that some of his biggest career breakthroughs came from solving problems on the side.This is more true now than ever.If you have an idea, you can build an MVP over a weekend. If it solves a real problem, someone will notice.G. Stay close to engineeringNot because you need to code, but because AI features require tighter PM engineering collaboration.Learn enough to be dangerous:• How embeddings work• How vector stores behave• What latency tradeoffs exist• How agents chain tasks• How model versioning works• How context limits shape UX• Why some prompts blow up API costsIf you can speak this language, you will earn trust and accelerate cycles.H. Understand the business deeplyJoe's advice was timeless: “Know who pays you and how much they pay. Solve real problems and know the business model.”PMs who understand unit economics, COGS, pricing, and funnel dynamics will stand out.7. Tom's Takeaways and What Really Matters Going ForwardI ended the recording by sharing what I personally believe after moderating this discussion and working closely with a variety of AI teams over the past 2 years.Judgment becomes the most valuable PM skillAs AI gets better at analysis, synthesis, and execution, your value shifts to:• Choosing the right problem• Sequencing decisions• Making 55 45 calls• Understanding user pain• Making tradeoffs• Deciding when good is good enough• Defining success• Communicating vision• Influencing the orgAgents can write specs.LLMs can produce strategies.But only humans can choose the right one and commit.Learning speed becomes a competitive advantageI said this on the panel and I believe it more every month.Because of AI, you now have:• Infinite coaches• Infinite mentors• Infinite experts• Infinite documentation• Infinite learning loopsA PM who learns slowly will not survive the next decade. Curiosity, empathy, and velocity will separate great from goodMany panelists said versions of this. The common pattern was:• Understand users deeply• Combine multiple tools creatively• Move quickly• Learn constantlyThe future rewards generalists with taste, speed, and emotional intelligence.Differentiation requires going beyond wrapper appsThis is one of my biggest concerns for early stage founders. If your entire product is a wrapper around a model, you are vulnerable.Durable value will come from:• Proprietary data• Proprietary workflows• Deep domain insight• Organizational trust• Distribution advantage• Safety and reliability• Integration with existing systemsAI is a component, not a moat.8. Closing ThoughtsHosting this panel made me more optimistic about the future of product management. Not because AI will not change the job. It already has. But because the fundamental craft remains alive.Product management has always been about understanding people, making decisions with incomplete information, telling compelling stories, and guiding teams through ambiguity and being right often.AI accelerates the craft. It amplifies the best PMs and exposes the weak ones. It rewards curiosity, empathy, velocity, and judgment.If you want tailored support on your PM career, leadership journey, or executive path, I offer 1 on 1 career, executive, and product coaching at tomleungcoaching.com.OK team. Let's ship greatness. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit firesidepm.substack.com

In this episode of "The Free Lawyer," host Gary interviews Eric Ritter, CEO of Digital Neighbor and digital marketing professor, about law firm growth through effective SEO and branding. Eric shares his journey into legal marketing, the importance of defining an ideal client, and how law firms can stand out in a crowded market. They discuss AI's impact on legal marketing, the value of continuous learning and coaching, and practical strategies for work-life balance. Eric emphasizes building authentic brands and sustainable marketing systems, offering actionable advice for lawyers seeking fulfillment and long-term success.Eric Ritter is the CEO & Founder of Digital Neighbor, a nationally recognized SEO and digital marketing agency specializing in law firm growth. With over a decade of experience, Eric is a leading authority in legal marketing and AI-driven client acquisition. Known as "The SEO Sommelier," he simplifies complex digital strategies to drive growth for law firms.Eric is an adjunct professor at the University of South Florida, teaching digital marketing. He has also been featured in Authority Magazine, Search Engine Watch, and Porch. He hosts The Search Bar Podcast and leads Sip & Search, a networking series for attorneys.In addition to his professional work, Eric is actively involved in the community, serving on multiple nonprofit boards in the Tampa Bay area.Eric's Journey into Legal Marketing (00:02:10) The SEO Sommelier Concept (00:03:07) Myth 1: The Ideal Client Profile (00:04:28)SEO Focus and Resource Allocation (00:06:11)Standing Out in a Crowded Market (00:06:56) Myth 2: All Cases Are the Same (00:09:08) Consistency and Lawyer Involvement in Marketing (00:10:48) Digital Neighbor's Differentiation (00:12:44) Teaching and Staying Current (00:13:46) AI's Impact on Digital Marketing (00:15:06) The Future of Digital Marketing (00:16:58) Answer Engine Optimization (00:20:17) Sustained Law Firm Growth vs. Burnout (00:21:15) The Value of Coaching and Professional Development (00:22:44) Lawyer Fulfillment and Avoiding Burnout (00:24:19) First Steps for Established Law Firms (00:25:04) Work-Life Balance and Delegation (00:26:16) Recharging and Hobbies (00:28:02) Transformation Through Marketing (00:29:44)Would you like to learn what it looks like to become a truly Free Lawyer? You can schedule a complimentary call here: https://calendly.com/garymiles-successcoach/one-one-discovery-callWould you like to learn more about Breaking Free or order your copy? https://www.garymiles.net/break-freeYou can find The Free Lawyer Assessment here- https://www.garymiles.net/the-free-lawyer-assessment

Most green industry podcasts never achieve their full potential because they look amateur and lack a clear point of view. Some even disappear after a few episodes. If you've ever said, "We should start a podcast," but had no idea what comes next, this episode gives you the exact roadmap. And if you have a podcast but it's falling flat, this insight-packed episode is just what you need to become a leading voice in the industry!   In this episode, Landscape Leadership® CEO Chad Diller sits down with podcasting expert and Multimedia Producer Scot Leonard to unpack the three pillars behind building a high-quality, video-first podcast that actually grows your brand. They break down how to define your POV, choose the right format, nail your camera, lighting and audio setup, and structure episodes so your audience stays engaged.    You'll learn the biggest mistakes new podcasters make, how to elevate production without overcomplicating gear, and how to repurpose every episode into a full content ecosystem. Whether you're a contractor, marketer, or industry partner, this is the definitive guide to launching a podcast that stands out in the green industry.   Key Discussion Points Why most podcasts fail before Episode 20 The role of POV and strategy in standing out Choosing a winning format: solo, guest, or co-hosted Why video-first is now mandatory Essential gear: audio > lighting > camera The importance of pre-production & outlines Smart, human-sounding editing (avoid the AI "slop") How to extract 10–20 pieces of content from every episode   Chapters: 0:00 Why Most Podcasts Fail (and How to Fix It) 0:21 The 3 Pillars of a High-Performing Podcast 0:47 Welcome to the Landscape Leadership Podcast 1:23 Meet Scot Leonard: B2B Podcast Producer 2:05 What DIY Podcasting Gets Wrong 3:12 Building a Green Industry Podcast Network 4:05 Podcast Strategy: POV, Audience, Differentiation 6:20 How to Stand Out in a Noisy Market 8:44 Choosing the Right Podcast Format 9:36 Solo vs. Guest vs. Co-Hosted: What Works Best 14:30 Why Every Modern Podcast Must Be Video-First 16:36 YouTube SEO & the Rise of Video Podcasts 19:32 Trust, Body Language & On-Camera Communication 20:02 Pre-Production Essentials: Outlines & Episode Flow 21:46 The Danger of "Just Hitting Record" 25:06 Production Basics: Audio, Lighting, Cameras 26:59 Mic Quality: The #1 Investment You Must Make 28:50 Lighting Do's, Don'ts & Easy Fixes 31:40 Camera Choices: 4K, Angles & Content Creator Gear 34:06 Multi-Camera Editing for a Pro Look 38:43 Smart Editing: AI Tools, Filler Words & Natural Pacing 44:52 Podcast Growth: Why Episode 20 Matters 46:30 Promotion Strategy: Beyond "Post and Pray" 47:35 Repurposing: Clips, Carousels & Articles 50:06 Using Your Podcast as a Full Content Engine 53:11 Final Thoughts & How to Work With Us

Two quick questions:    ONE Are the books you're reading actually making you a better leader? Or are they just filling space on your shelf?   TWO Are you reading the same books as everyone else, putting yourself at risk for thinking like everyone else?   In this episode, host Bradley Hartmann shares the six most essential books he read this year—each selected for their impact on construction leadership, strategy execution, innovation, and driving real accountability. Whether you're managing teams or steering your company toward greater differentiation, these unconventional books are tools, not trophies.   In this episode you will:  Discover practical strategies for balancing ambition with reality in your project planning Learn how to break away from mind-numbing industry conformity and spark original thinking Understand the true difference between leadership and management (and why most get it wrong)     Listen now to upgrade your leadership mindset with the six most unconventionally transformative books of the year.   The Construction Leadership Podcast dives into essential leadership topics in construction, including strategy, emotional intelligence, communication skills, confidence, innovation, and effective decision-making. You'll also gain insights into delegation, cultural intelligence, goal setting, team building, employee engagement, and how to overcome common culture problems. Whether you're leading a crew or managing an entire organization, these conversations will equip you with tools to lead smarter and build stronger teams.     This episode is brought to you by The Simple Sales Pipeline® —the most efficient way to organize and value any construction sales rep's roster of customers and prospects in under 30 minutes once every 30 days. *** If you enjoyed this podcast, please leave a review on Apple Podcasts. Your feedback will help us on our mission to bring the construction community closer together. If you have suggestions for improvements, topics you'd like the show to explore, or have recommendations for future guests, do not hesitate to contact us directly at info@bradleyhartmannandco.com.  

December is here, and we're kicking off the month by bringing back your most-loved, most-listened-to episodes of Secondary Science Simplified to make the holiday chaos feel a little lighter! This week's replay dives into practical, high-impact ways to differentiate for high achievers - without busywork or burnout. You'll learn how to craft more challenging assessments, build a classroom culture that fosters autonomy and peer support, and weave in student choice, inquiry, and meaningful extensions that keep advanced learners truly engaged.➡️ Show Notes: https://itsnotrocketscienceclassroom.com/episode211Resources Mentioned:Take the 2026 Secondary Science Simplified Podcast Survey! Be a guest in 2026 on the SSS podcast. It's Not Rocket Science® Complete Units Biology Curriculum Full Year Bundle Chemistry Curriculum Full Year Bundle Anatomy Curriculum Full Year Bundle Physical Science Curriculum Full Year Bundle PBL Packs Culture Mini Course Download your FREE Classroom Reset Challenge.Take the Free Labs When Limited virtual PD courseSend me a DM on Instagram: @its.not.rocket.scienceSend me an email: rebecca@itsnotrocketscienceclassroom.com  Follow, rate, and review on Apple Podcasts.Follow, rate, and comment on Spotify.Related Episodes:Episode 29, Student-Centered Pedagogy: What It Is Episode 96, Why I Stopped Assigning Homework (And 6 Surprising Results)Episode 168, Differentiation In Your Science Classroom – Simple Tips to Decrease OverwhelmEpisode 170, Differentiating for Lower Achieving Students (Without Lowering the Bar)Save 25% on It's Not Rocket Science's resources, full-year curricula, and virtual PD with code: CYBER25! The sale runs Monday, December 1st, and Tuesday, December 2nd, and is your LAST CHANCE in 2025 to save BIG on INRS resources! https://shop.itsnotrocketscienceclassroom.com/

The key to effective leadership is the ability to remain a non-anxious presence. Understanding triangles, as well as how to manage them, makes this easier.Show Notes:Anxious Church, Anxious People: How to Lead Change in an Age of Anxiety If You Met My Family, You'd Understand: A Family Systems PrimerBecome a Patron for as little as $5/month.Subscribe to my weekly ⁠Two for Tuesday⁠ email newsletter.

KEYWORDS: – presence – communion – personhood – cosmos – communitas – politics – eucharistBIO: James Greenaway is the San José-Lonergan Chair in Catholic Philosophy at St. Mary's University. He is the author of The Differentiation of Authority: The Medieval Turn Toward Existence (2012) and A Philosophy of Belonging: Persons, Politics, Cosmos (2023).PODCAST LINKS:- A Philosophy of Belonging (book): https://undpress.nd.edu/9780268206024/a-philosophy-of-belonging/ NEWSLETTER:Subscribe to our podcast newsletter and get ***40% OFF*** any Wipf and Stock book: ⁠http://eepurl.com/cMB8ML⁠. (Be sure to check the box next to “Podcast Updates: The Theology Mill” before hitting Subscribe.) CONNECT:Website: ⁠https://wipfandstock.com/blog/category/podcast/⁠YouTube: ⁠https://www.youtube.com/@Wipfandstockpublishers⁠ *The Theology Mill and Wipf and Stock Publishers would like to thank Luca Di Alessandro for making their song “A Celestial Keyboard” available for use as the podcast's transition music. Link to license: ⁠https://pixabay.com/service/license-summary/⁠.

How to Optimize Your PPC Campaigns for Maximum Impact Every Pay-Per-Click campaign has symptoms. While some are mild, others can be critical. With the B2B marketing environment becoming more competitive and as budgets continue to shrink, ensuring your PPC campaigns are well thought out and “healthy” is imperative. So how can B2B marketing teams ensure they run high-performing PPC campaigns? That's why we're talking to Serge Nguele (Founder, Your PPC Doctor), who shares proven strategies and expert insights on how to optimize your PPC campaigns for maximum impact. During our conversation, Serge emphasized the value of understanding PPC as a tool to test market assumptions and validate messaging. He also highlighted common pitfalls that B2B marketers should avoid such as launching campaigns without a clear strategy, relying on poor or incomplete tracking, and generic ad copy that doesn't resonate. He advised that teams must fix their tracking, define what business success looks like, segment audiences with intention, and relentlessly test to discover what drives conversions. Serge stressed the importance of having a comprehensive, full-funnel approach to maximize the potential of PPC campaigns through Google and Microsoft ads. He also shared his “no excuses, no complaints, no self-pity” philosophy to illustrate the mindset required to drive stronger results and leverage the true potential of PPC. https://youtu.be/oSmgdh2Jfgw Topics discussed in episode: [2:13] The importance of PPC in B2B marketing [4:49] Some common misconceptions and pitfalls in PPC [15:04] How B2B marketers can avoid major PPC pitfalls [23:11] Practical steps to optimize PPC campaigns for predictable results Fix your tracking Define success in business terms Segment your audience in a smart way Differentiate messaging based on audience's stage in the funnel Testing relentlessly [29:22] How AI is reshaping PPC and what B2B marketers must prepare for Companies and links mentioned: Serge Nguele on LinkedIn Your PPC Doctor Transcript Christian Klepp  00:01 Every pay per click campaign has symptoms. Some are mild, while others are critical. With the marketing landscape becoming more competitive and budgets shrinking, ensuring your PPC (Pay-Per-Click) campaigns are well thought out and healthy is imperative. So how can marketing teams ensure they optimize their PPC campaigns for maximum impact? Welcome to this episode of the B2B Marketers in a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Serge Nguele, who will be answering this question. He’s the founder at your PPC doctor who specializes in implementing PPC solutions for companies. Tune in to find out more about what this B2B marketers mission is. Okay, and here we go. Mr. Serge Nguele, welcome to the show.  Serge Nguele  00:49 Thank you for having me, Christian. How are you today? Christian Klepp  00:52 I’m great, and I’m really looking forward to this conversation, because I’ll be honest with you, I was looking through the archive of all the past episodes, and I have to say nobody has been on the show that is going to talk about this topic, so this is the first time. Serge Nguele  01:05 Oh, yeah, good to hear. We’ll try to bring some value to all the millions of you know listener out there. Christian Klepp  01:13 Absolutely, absolutely. So let’s dive in, because I think this is going to be an interesting topic. And I don’t know about you, perhaps you run across this many times, but in my space and in my network, the moment people hear pay per click or PPC, they get a little bit like, I don’t know. Oh, I’m not sure. And this is part of the reason, a big part of the reason why I’ve asked somebody like yourself to come on the show. It’s to take the ickiness out of this topic and get them to understand why it’s important, right? So let’s dive into the first question. Okay, so Serge, you’re on a mission to listen. I love this one. Listen, diagnose and prescribe the right paperclip solutions for B2B companies. So for this conversation, let’s focus on the topic of how to optimize your PPC campaigns for maximum impact. So I’m going to kick off this conversation with the following question, what is it about PPC that you wish more people understood? Serge Nguele  02:16 Yeah, thanks. Yeah. Thanks, Christian for your question, and to quickly touch on what you’ve said about PPC. That’s the story of my life. You know, when people are asking, what do you do? And I will say, Pay Per Click, I will start explaining, you know, and they will just nod, and I will be like, not quite sure they got it, but you know, the quick way would be just to tell them, whenever you search for anything online, you go on Google or whichever search engine. And we’ll touch on it, there is not only Google, you know, when we when it comes to PPC, you type your keyword, and you will see a lot of links coming and the one with a little ad, which means advertising that’s pay per click. Ah, they would say, Yeah, that’s fine. Serge Nguele  03:03 But to come to your question when it’s come to PPC, really, what I wish most marketers are understanding is that PPC, which stands for pay per click, and it’s pay per click, because whenever you type a keyword and you click on the link coming there is someone paying the advertiser, not usually the user. That’s why it’s pay per click. And what is good to I wish many people you know understood about it is that PPC it’s about buying time to test your market assumptions. Because, yeah, all of us, all the businesses, it’s really happening, not when you have the click, but it’s after the click. What’s happening there. So when done right? PPC is the fastest, one of the fastest way I know of to validate the messaging, your offer, your positioning, and I wish more marketers understood that PPC is in a silo. It’s a feedback engine, really, and when you use it to inform your market, product fit your sales messaging, or even your customer experiences. It really goes beyond clicks, and that’s where you get the magic out of PPC. Christian Klepp  04:30 Yeah, that’s a really good way of putting it. Serge, and thanks for sharing that. We’re going to touch on this, I think even more later on. But like just you know, from a very top level perspective. Why do you think a lot of people feel, even marketers, feel that PPC is a waste of marketing investment? Serge Nguele  04:49 Yes, with this one, if I’m taking from advertiser, let’s say you Christian, you are, you know, a business person, the way. Well. Yeah, when it’s coming to PPC, it’s fair to talk more about Google, because, yeah, Google is having 90% of the market. So we will say Google, but Google is not the world. PPC has rules here a bit later. So let’s say what Google has done over the year is to really make it easy for pretty much anyone on the planet to be in a position to choose a few keyword enter the credit card, and in a matter of minutes, they would have another running showing up to people. So that’s the easy part, but that’s not doing PPC, and what is happening out of it, soon enough, they will realize, Okay, we are having a lot of clicks, but not what we are expecting, which means sales, or whatever is that is making their bottom line. And a lot of client I would be seeing advertiser. It will be after that phase where they found them themselves, you know, out of pocket of 100, if not 1000s, of click. And they will all, all of them. They will come like, PPC doesn’t work. And I would say, yeah, it’s normal for it not to work, if you because it’s a job, you know, I’m not here to defend, you know, my job, but, yeah, it’s taking time to be a PPC expert. So really, for me, starting from the beginning, where people are doing what they are not meant to do is not like me. You know, tomorrow I won’t be going out there and say I’m a podcast host. You know, that will be an insult on, you know, all the learning you went through, you know, to be where you are. So for me, that’s really the key problem. So basically, it’s, yeah, it’s a West because a lot of unqualified people, and I’m saying this, you know, respectfully, are just, you know, wasting budget, essentially. Christian Klepp  07:16 Yeah, so what I’m hearing you say is, like part of it is certainly a lack of expertise. The other one is also, perhaps even a lack of strategy, and we’re going to talk about that later on in the conversation, but that is a great segue to the next question about key pitfalls that you think B2B marketers should avoid when it comes to PPC. So what are those key pitfalls, and what should they be doing instead? Serge Nguele  07:38 Yes, and this will be complementing my answer, because, yeah, I focus it on advertiser directly. But let’s say when PPC experts are doing are running campaigns for their clients. So this is to this question to as mainly PPC has said, it’s one of the quickest way to really generate clicks out there. That’s fine, but that just the beginning, but even before getting there. So it’s the strategy beforehand, because, yeah, it’s quite easy to set the keyword, generate click and realize the website is not ready. The offer is not what it was supposed to be, and it’s bringing us, you know, to really plan before even starting creating your first campaign. That means the strategy. What is your product? Are you understanding your market? What’s your positioning your competition. What are you bringing to the market? So that’s the strategy. Once you clear with it, it will make it easy for you to say, Okay, I’m understanding the market. This is my offer. This is what I’m bringing, different, you know, in the market space. And now this is the strategy, the approach I’m going to use to reach out to those people. Where are those people? Even, you know, searching for the product or service I’m going to promote online. Because, yeah, when we say PPC, it’s a full funnel.  Serge Nguele  09:16 If we take Google, for example, people will be having multiple touch point to see your product. Yeah, I’ve been talking more about keywords, but there is a lot more than that. And if I ask you, how are you searching online? You are not only typing keyword, but you are self advertising because you’ve given some information about who you are, and search engine and marketing platform are having those information about you, your age, your job, how much you earn, all of those inside are what would be part of the strategy, how you approach market.  Serge Nguele  10:01 Now, once that is done properly, and let’s say the companies, company is already running it’s how are you measuring success? And there it will be all the vanity metrics. So okay, it’s good to have impression clicks, but what about the bottom line? Because, yeah, if you are investing, who says investment? Expect a return out of that investment? So if you measure only how many people are clicking on your website, that’s you are missing the point. So question would be, how many are converting whatever is that you know you define as a conversion.  Serge Nguele  10:44 Now, another part would be how you set your campaign. I said, how easy Google could, you know, make it to create a PPC campaign, they have also a lot of automatic function that have. This is not the point. I’m not here, you know, to do a very cheap Google bashing. But, I mean, yeah, this platform are having, well, I will say polite, just insane, you know, feature making it just kind of waste of budget, you know, where you’ll have the keyword targeting the, you know, network you shouldn’t be, you know, advertising on to sell it. So do setting and also aligning to the sales objective. So those are, you know, a few ways. So I said quite a lot. To bring it more into structure, I would say, first of all, it’s strategy before even, you know, thinking of creating the campaign. You have your strategy, and then once your company are there, I said, but yeah, I would keep on repeating it, the clicking, just the beginning of it. So what are you measuring? So having, you know, real matrix, not vanity metrics like click, CTR  (Click-Through Rate) and then setting your campaigns. A lot of advertisers are on set and forget, you know, not doing anything. And guess what? It wouldn’t work, you know, because you have to optimize continuously and then align with business goals. Christian Klepp  12:33 Absolutely, absolutely no. I’ve been writing furiously as you’re talking, but like what I’m hearing you say, and I think it’s absolutely right but people tend to forget that PPC, and in fact, a lot of these other initiatives, they’re all part of an ecosystem, right? And it’s all you all. You have to think about it like, Okay, so where is this going to go? Because the, as you rightfully said, the click is just the beginning. When they click, where are they going? Where are they going to land? Is it going to be a landing page? Is it going to be an ad? And after they’ve scanned the content on that said page or that ad, what do you want them to do? So what’s the call to action? Where are you going to funnel them from there after that? What’s the follow through? So it almost seems to me like this has to all be mapped out. It doesn’t just stop with PPC, right? Serge Nguele  13:21 Yes, and even there quickly, before you asked your other question, yeah, sorry to interrupt. I will say it’s all tied to the strategy, because, yeah, could be a lot of things. You know, you can use PPC because you want to test something on your website. You can use PPC because you want to complement what you are doing with your organic traffic strategy. Most recently, I had, I was referred a prospective client, and they came to me saying, we are doing well on our organic search. Now we want to bring PPC to complement all of that and expand. So, yeah, you know, all of those things are part of the strategy. So, and it will be different if you are coming because you want to test something on your landing page that’s been, for example, your main metrics. To go back to what I’ve said, clicks. Your clicks wouldn’t be a vanity matrix, because you really want people you know to come there and you know, validate whatever you want on the landing page. Whereas, if you are there to generate leads, probably you want, you know, content yourself only with clicks. You will want people you know to fill your lead form. You know. Christian Klepp  14:43 Absolutely, absolutely so sales you’ve tried. You’ve touched on this already, but like, let’s expand on it further. So what do you think are the main causes of underperforming paid search campaigns? So from your experience, what do you think the real underlying problems are, and I suppose one of them is a lack of strategy. Certainly.  Serge Nguele  15:04 Yeah, it’s starting from there. Christian, yeah, you said it a lack of strategy. But okay, let us assume you are there, you know, you are getting clicks. So there one of the main cause of on the performing campaign, I would say it’s that whenever I audit account, a lot of them are just flying kind of blind. That means the tracking is even, you know, wrong. This is something I should start with it, you know. But he has a good case to, you know, talk about it. It’s, yeah, when you have the campaign, so you need to make sure you track every single click. Otherwise, how would you even know what is performing? So this is the main cause of underperforming campaigns. For me, it’s weight tracking and measurement, and that’s mean, if you can’t trust your data, you can’t optimize and at this point, because, yeah, you have business people listening to this an important part, an important one, you know, a lot of people are not advertising. It’s also the invalid traffic. You have a lot of, you know, especially now with AI and all boats, you know, we have are there. And this there is a staggering, you know, number of invalid traffic so, and this is, you know, a proper study, so in certain vertical more than 20% of click received are all invalid. So that’s mean, if you factor that to properly understand that mean whatever you are receiving, 20% of those clicks are wrong. So that’s mean you’re working with wrong data. That’s mean everything that would follow after that are just, you know, assumption based on 20% of you know wrong information. So this is an important one.  Serge Nguele  17:09 And I would say, has advertiser, and this is something, for example, yeah, I don’t want to oversell, but what we do in which your PPC doctor. Those are things I’m putting in place to really be working with, in value, traffic, you know, company. There are a few out there, but yeah, I’m working with lunio, for example, which is our partner. So those I would recommend, not necessarily, you know, but you find whoever you want to work with, but this is really important to make sure you are receiving, you know, the right information, so weak tracking and measurement and then ignoring the funnel in the process. So you know when, again as I was saying, depending on what you want to achieve, you will have different goals, and you will be optimizing your campaign differently regarding what you want to achieve. So a lot of campaign are only targeting bottom up funnel intent, but you know, and they will be missing all the other funnels. So yeah, to develop quickly about the funnel. So yeah, roughly, we would have the awareness and then, so that’s mean people are just discovering they want something. So they want to know what their options are out there into that phase, and then they would have the consideration where, okay, then they are quite definite about what they want. Now they are starting making, you know, their decision. And then it will be the conversion phase, where they are in a position to decide and buy, essentially.  Serge Nguele  19:04 So when you set your campaign, you have to, you know, be considerate of all those phases, because they are someone who is in their awareness phase, they will just be there to consider their options. They won’t be buying. And you need to factor that so that your campaign, your strategy that’s tied back to strategy that’s mean, okay, you will plan your campaign to spend a certain amount, or invest a certain amount to reach people in their awareness phase, and then another amount to bring them to consider, and another one in consideration. And when you tie that to the wall ecosystem, we said, PPC is just a fraction of you know your the world, the world marketing ecosystem. So that’s mean, okay, awareness. How are you going to you? Know, once they click and you have that information, are you following up with an email, you know, to just keep them alive and making sure when, when they are in a position to convert if they see your ad, take that decision, you know.  Serge Nguele  20:14 And then the third one, it’s generic ad copies all we’ve said so people, when they are considering they won’t be in the same, you know, set of mind, like when they are just there to discover, or when they want to buy. So you need also, you know, with your messaging, to differentiate all those phases people in the awareness you want them to to know you are there. They might even be coming, you know, online already having their assumption some, some of their preferred planned. You know, so if you come into that moment, your message should be to tell them we are here. We could be an option for you when they are there to consider your message. Need to be different and so on, when they are ready to, you know, to convert. And even there could be, you know, remarketing as well, you know, because they, if they already know about you, you won’t come again with the same message. You need to try something different. It could be, if you have a discount, or whatever, you know, could bring value. So a lot to say, Yeah, but here to to summarize, I know, yeah, I said quite a lot. But to summarize, you know, the main thing would be, really the tracking and measurement you need to track. If you don’t track your flying blind, then consider the funnel. So at which stage people are which micro moment? Are they there because they want to know? Are they there because they want to buy? Are they, you know, all those the funnel, and the third one would be having a differentiated ad copy to match all of that. Christian Klepp  21:58 Fantastic, fantastic. You did say a lot, but I think it was very important, because I what you’re, what you were explaining was you were expanding on, not just again, it’s, I think for me, it’s also beyond the PPC, because it’s understanding the buyer’s journey. First of all, who the buyers are, and what stage of the journey that you’re at. I think you mentioned at least three times, from what I from what I can remember, are they… No, no. And I think it’s important, because are they in the Discover stage where they haven’t, you know, they’re just looking around for us to see what the options are, or are they at the stage where they’re already bought in and they’re and they’re ready to buy two completely different motivations, different messaging, different copy, is required, right? And if people are using this, I would just call it like the one size fits all approach, right? That’s a recipe for failure, right?  Serge Nguele  22:52 Exactly, exactly.  Christian Klepp  22:53 Okay, fantastic. Moving on to the next question. So break it down for us here. How can you know based on everything that you’ve said, How can marketers optimize their PPC campaign. So what are the steps? What are the key components that need to be in that process to make this successful? Serge Nguele  23:11 So at this point, yeah, we’ll assume they had their strategies, right? So yeah, the first one would be, fix your tracking to make sure you are tracking the right things, and that’s been making sure your GFO (General Marketing Automation), which used to be Google Analytics, is there to or if you’re using Adobe, but GFO is the most common one, making sure your CRM (Customer Relationship Management) integration is also right. I didn’t touch on it, but offline data are also important to really get the best out of your of your optimization, because, yeah, that’s mean, you are taking information from real your real customer, your real buyer, and when you feed the system with those information, offline information, it helping you get the best out of what you are currently doing.  Serge Nguele  24:09 Then the second step would be defining success in business terms. I mentioned earlier, vanity metrics. But yes, really, what is that? What does success means to you as a business person you know not only clicks you know, so that’s mean making sure you have your return on your ad spend right, and even tied it to the profit, because their return on ad spend would not even be considering, you know, all the other aspects. So really, are you profitable or no? And once you consider all of that, it will help you properly optimize the campaign and make them work.  Serge Nguele  24:56 Then the third step would be segment your audience smartly. This is touching on what we’ve said that’s been differentiator, who are decision maker, who are influencer, who are researcher, that they won’t be having the same impact, and if we identify them properly, that will also help you allocate the budget accordingly and have more efficiency on that part. I will take an example, one of our clients. When analyzing their channels, we found that on meta, they were having the highest cost per acquisition. However, when looking at the lifetime value of those clients, those were the most relevant. So that’s mean it wasn’t a problem to allocate more budget there, because we knew that’s where they are making more money if you don’t have that you know segmentation, you might just be saying, Okay, we have a cost per acquisition, which is one of the metrics. You could say cost per acquisition is too high there, but without having the offline information about the lifetime value, you will be missing the point. You could cut out, you know, that channel where, really, you know, it’s where you are getting the most value, and then it will be the differentiation on the messaging.  Serge Nguele  24:56 So build a creative, creative and message that speaks directly to the pinpoint so. And this is, again, you know, understanding your audience, really, if you know, if you understand them, that means you will talk their language. And then the fifth one I would add, there would be test, test and test relentlessly. Again. You counting probably this is the 10th time I would say the click. Click is just the beginning. So that’s been once you have the click, what can I do from that point? You know, understanding your client, testing a few different, you know, different aspect of your messaging, on your landing pages. That how you know, really, and that’s why, coming back to where we started, yeah, a lot of advertiser, when they will be coming, they would not have the time to do all of this, because it’s a full time job, you know, to be testing different aspects, you know, for a few weeks to have to validate one hypothesis. If you are a business person, your job would not certainly be, you know, doing that, and that’s why it’s a recipe for failure. When you know business people start trying to do what is not their job. And even here, you could see, even has a marketer, there are a lot of steps, you know, to be taken. And all of us, you know, digital marketer, we are not necessarily taking those. Christian Klepp  24:56 Fantastic, fantastic. Okay, so I’ve written this down. Let me just quickly recap for the audience, yeah. So the first one you said is fix your tracking, so GFO for Google Analytics, with the CRM integration that should also be right, defining success in business terms. I think that’s an extremely important one. Like, why are we doing this right? Like, what’s the objective here? Right?  Serge Nguele  24:56 Yeah. Christian Klepp  24:56 Segmenting your audience smartly, back to what you were saying earlier. Like, at what stage are they at? Right? How many, how many different groups, especially in B2B, right? How many different groups are we targeting? Differentiation in terms of messaging. I think that’s another big miss with a lot of these campaigns, right? That the messaging is just too generic, or perhaps they’re just using whatever ChatGPT gave them. And Testing, testing, which leads me to another question, Serge, because I’m pretty sure it’s impacted your area of expertise as well. And we are in 2025, at the time of this recording. But AI, how has AI impacted PPC, and where do you see this going? Like, how can AI help or hurt? PPC. Serge Nguele  25:42 Yeah, that’s a good one, you know. And I didn’t have it this issue added. I was like, okay, Christian is, you know, just uncommon. Not asking anything about AI. I was surprised. No this. So there we go, yeah, AI is, you know, it’s a part of our lives, all of us, and now it’s starting from the beginning. So, why so? So the question I’m asking myself is, you know, why do I, why do I even need AI, you know, for because, yeah, guess what, if it’s just, you know, to be following the  trend, it will be just noise, more than anything. However, coming to PPC, AI has been in PPC for a long while, even, you know, long before ChatGPT. We have more and more, you know, smart bidding, all those AI influence, but I remember when I started PPC 16 years back, not making me look younger. But yeah, don’t worry. I’m 25. Christian Klepp  26:06 For those that are listening, you know, they’re only listening to the audio version. I mean, Serge is a young looking guy. Serge Nguele  26:06 There you go. Yeah, yeah. I would say PPC used to be manual, you know, where you could freely influence but AI now and automation are part of the question to answer in a very simple, you know, term to your question about AI, it’s, yeah, AI is there. It’s a tool like any other tools, and it’s what you do with that tool that really matters. And also it what I’m what I’m trying to avoid it, you know, being, yeah, being lazy, as you mentioned, you know, when talking about the ad copy differentiation and people just getting what they are, you know, receiving from ChatGPT, yeah, the question is, using it as a tool, which means it could be doing a lot of stuff, you know, calculation, pulling together information, all those things that are boring, you know, let’s use the word, you know, I can say otherwise. So AI would be doing that and freeing us, you know, space to be strategizing, doing all you know, the steps we mentioned, understanding our market, the competition, segmenting, differentiating, you know, our messages, putting together the strategy. Because, yeah, AI won’t be able to do that, at least not properly.  Serge Nguele  26:06 So yeah, that’s for me. You know, how, how I’m, yeah, you know, positioning, you know, ourselves with AI, but yeah, we are using it definitely, you know, to make our life easier, not the other one, not to replace us. And actually, this, this one, yeah, I was at the conference last week in Manchester, and that was, you know, the very topic, and also a personal experience. It was my birthday last week, and so when there we had Ed Sheeran, you know, the singer, you probably know, we had his impersonator, you know, who came at the event. Now, at a personal level, I’m just one of those guys who can walk past any celebrity, you know, art. So I went for my selfie, and I was pretty much convinced, you know, that it was the real one, because I went, had a chat, told him it was my birthday. Oh, so he sung me, you know, a happy birthday, which I was pleased to publish. Like, okay, I had the real Ed Sheeran, you know, singing me happy birthday. But it turned out, you know, it was a fake one. So coming back to AI, one of the I had an academic who was discussing on that topic, and he said one of the main competency we need in the future with AI would be for expert to really be expert to drive AI and, you know, tell it when it’s wrong or right. And that was a, you know, perfect example, you know, with that HR experience. Christian Klepp  26:06 Absolutely, absolutely and belated Happy Birthday, by the way. And so I did see the post, and I looked closely at the picture, and I’m like, Yeah, that’s not the real guy. Serge Nguele  26:06 You were, right? And the thing is, I didn’t have a lot of people, you know, coming to say it looks like for a lot of people, you know, I wasn’t scummed, you know, on my own. Christian Klepp  26:06 Fantastic, fantastic. Okay, so we get to the next question, which I call the soapbox question, what is the status quo in your area of expertise? So, PPC, that you passionately disagree with and why? Serge Nguele  26:06 Okay, yeah, one of those we already touched on it. For me, it’s PPC, it’s set it and forget it. And a lot of campaigns auditing just that way, so you could see people, they just, you know, created the campaign. And they are expecting the system, you know, to turn it magically, you know, positively. So, yeah, that’s, I disagree. So you know, when I mentioned that the step to go, the very last one was, you know, to test, test and test. So, yeah, this is where the real magic is happening. You know, within PPC, when we testing. So if we set and forget, we won’t be able to really see what works. And at this point, I would also, you know, blink, the diversification, you know, Google is 90% of the PPC ecosystem. That’s fine. However, it’s not the world, the entire ecosystem. And on this one, we have just the second search engine, you know, in the world, Microsoft Art, which is getting ignored, sorry. And so with that, I would just use metaphor to say, if PPC, it’s a brain, and our brain is having two hemisphere, Google will be the left one, and then Microsoft will be the, you know, the right one. And I’m seeing a lot of PPC or advertiser just running on one hemisphere. So if you have one hemisphere, you will never know, you might even be successful on Google, but it will never be complete. You know, once you have a functioning PPC brand where you have Google’s running, and then Microsoft, who is coming, and the way is working, because it’s two different search engine would be coming incrementally to what you are achieving on Google. So that’s really where, you know you have the magic of, you know, the full potential of your PPC. Christian Klepp  26:06 Absolutely, absolutely. And you know it was, it goes back to what you were saying earlier on the conversation. It’s a set it and forget it. It’s also a very dangerous mindset, and it could lead to, it could lead also to a tremendous waste of money if you don’t know what you’re doing. Serge Nguele  26:06 Yeah, exactly. Which is some time for when business owner are managing the Google ad that just, that’s just naturally happens, because, yeah, it’s not their job, you know, they are focused on, you know, running their business, doing what they are good at. So they will be like, Okay, we have some PPC running, and that just, you know, was for everyone. Christian Klepp  26:06 Absolutely, absolutely, okay. Here comes the bonus question, which I kind of like, I hinted at it already previously. But you know, the rumor, the rumor on LinkedIn, is that you’re a runner, and I’ve seen some, I’ve seen some videos of you running, and you’ve clearly, like, participated in some marathons and the like. So my question to you, Serge, is like, what is it? What is it about running that you’ve learned that you’ve applied in your professional life? Serge Nguele  26:06 Oh, yeah, that’s a profound one. Okay, so yeah? Well, I would say yeah, the rumor on LinkedIn is right, yeah, running is an important part of my life, and even exercising, it’s an important part of my life. I’m coming from a football background, and most gradually, I went into running, and past six years, I’ve been more of a runner participating to that, I participated to three marathons, so Paris, Eden trail and London this year, and most recently completed a half marathon the Royal Park one in London. So with with running, long distance running, remind me just the way life is. So life is a marathon. So it’s not a, you know, it’s not a sprint, and which is running it. You know, if, when you get that mindset, a marathon, a marathon doesn’t mean you are going the distance that’s in you, that means you need to really well, I will bring it back a bit to the PPC. So we need to strategize if you are to cover 42 kilometers while it is becoming serious. So you need to make sure you really manage, you know, time your effort, you have a proper strategy, because you can just, you know, wake up and say, Okay, I will cover 42k you will be, you know, really going into trouble. So strategizing and then planning and that will be influencing, you know, even your worth living, because, yeah, how you rest, how you recover, how you eat, and so, yeah.  Serge Nguele  39:59 And then it’s also pushing you to the limit. That’s mean your mindset, which is actually the most important you know when doing this, because to run a marathon, it will be, yeah, a bit about you need to turn that for sure, but it will be about going beyond the physical battle, and at that point it will be more what you have in your mindset. Or no, do you believe you can do it? Or no, you know, are you fighting to keep on going when your body is saying, Okay, I can’t take it anymore. So and all of those things, when you bring them back to to normal life is just, you know, on a daily basis, your business person, you know, we have up and down. You will have no client, you know, sometime. So how are you behaving? You know, with when all those things are happening. And in between the running, I also developed my proper tools, one of them being what I call my three nose philosophies, which I’m happy to share with our listeners here, could be helping. It’s working for me. And yeah, I’m sure if you guys are testing it, it will be working. So the first, no, it’s no excuses. That’s been whatever you set yourself to do. You just go for it. You don’t find excuses. So it’s a respect you give to yourself. The second, no, it’s no complaint. Life is, you know, life is throwing us a lot of stuff. Not only is, you know, chocolate, if I can say but yeah, you have to face it. When is there? If you complain, it won’t change anything. So that’s mean not complaining set you to finding the solution. And the third one is no self pity. You can still say, Okay, I was born in wherever it is, this or that, that won’t change anything. The question it’s, are you willing to consider that however, whatever your condition is not what defines you, it’s what you do you know next that will be the important step. So yeah, my train of philosophy, Sophie would be the bonus for our listener, Christian Klepp  42:31 No excuses, no complaints and no self pity. So not only is sales a PPC expert, but he’s also a philosopher, no, but it’s awesome. Awesome. I love it. But, Serge, this has been such a great conversation. Thank you so much for coming on and for sharing your expertise and your experience and your running advice with the listeners, and quick introduction to yourself and how people out there can get in touch with you. And I did notice, you know, there were a couple of hints in the conversation. There were a lot of, like, medical terms floating around. What’s the story there? Serge Nguele  43:06 The story so, yeah. Quick Intro about me, yeah, I’m search your PPC doctor. I’m called the PPC doctor in the industry, I do quite a lot of public speaking in the digital marketing space. I’m George award at the search award in the UK, globally and at international level. I have 16 years experience in PPC, and I run my agency called your PPC doctor, if people want to be in touch with me, they can type my name online. I’m quite active on LinkedIn, so Serge Nguele, you will find me, yeah, wearing, you know, something with this PPC doctor. This is the branding. And to your question, why your PPC doctor? So there is a real story there. I’m a former Med student. So I studied medicine to become a proper doctor, but for some reason, I will spell spare the details. I pivoted into marketing and specialize into digital and PPC. So when I was creating my agency, the name was natural, your PPC doctor, which is also a real way of doing stuff. I don’t call the client. I still call, you know, my patients, and I’m having the doctor mindset within your PPC, where we really listen and then we listen, then we diagnose, prescribe, and from the prescription, we follow up with care. So yeah, that’s the doctor mindset at your PPC Doctor. Serge Nguele  43:52 Fantastic, fantastic. The only thing you don’t do is tell people to breathe in, breathe out and cough for me, please. Serge Nguele  43:58 Not yet.  Christian Klepp  43:58 Not yet, fantastic, fantastic. So once again, thank you so much for your time. Take care, stay safe and talk to you soon.  Serge Nguele  45:09 Okay, yes. Thanks Christian, thanks for having me.  Christian Klepp  45:12 Thanks. Okay. Bye, for now.  Serge Nguele  45:13 Yeah. Bye.

In this episode of TechMagic, hosts Cathy Hackl and Lee Kebler break down the biggest shifts shaping tech, entertainment, and personal branding. They explore emerging trends, from real-world experiences like Beastland, to the growing influence of spatial computing, and why authentic human content is becoming a premium as AI saturation rises. In the second half, Cathy sits down with David Cash, Founder and CSO of Cash Labs, Founder and Executive Producer of Catalyst Content Haus and Head of Marketing and acting CMO of DeLorean Labs, to discuss building a future-proof personal brand, repurposing content at scale, and why founders must take ownership of their digital presence now. Together, they reveal practical strategies for standing out and earning trust in an AI-driven media landscape.Come for the tech and stay for the magic!David Cash Bio:David Cash is the Founder of Cash Labs and Catalyst, recognized as a leading force in bringing Web3 and emerging technologies to market. After a 12-year acting career and seven years running a production company, working on campaigns for brands like Brisk, Gaviscon, and Netflix, David became an early leader in Web3, authoring the first Master's thesis on NFTs and producing Metaverse Fashion Week. Through Cash Labs, his work has driven billions of impressions and major revenue for global brands. His newest venture, Catalyst, helps executives create high-impact, future-ready content.David Cash on LinkedInKey Discussion Topics: 00:00 Intro: Tech Magic Returns from the Middle East00:03 Beastland: MrBeast's Pop-Up Amusement Park Phenomenon in Riyadh00:08 Apple Vision Pro & Real Madrid: The Future of Immersive Sports Content00:12 Tim Cook's Potential Departure and Apple's Need for Disruption00:16 Meta Quest 3S at Costco for $200: The VR Hardware Game Heats Up00:20 Meet David Cash: From Child Actor to Web3 Pioneer and Content Strategist00:24 Why Business Leaders Must Own Their Content Strategy Now00:27 Catalyst: Productizing Executive Content Creation Into a Luxury Service00:30 How to Build a Personal Brand Session in One Day00:33 The Dead Internet Theory: Why Authentic Voices Are Your Competitive Moat00:36 Syndication Strategy: Turn One Piece of Content Into 1,000 Assets00:37 Legacy Media Still Matters: Why Adweek and Vogue Amplify Personal Brands00:40 The Evolution of Entertainment: From Broadway to Authentic Vlogging00:43 Human-Crafted Content as Luxury: The OnlyFans to OnlyWalks Future00:44 The Metaverse Isn't Web3: Redefining Virtual Spaces and Digital Identity00:48 How Your Content Choices Today Shape Your XR Future Tomorrow00:52 AI as a Tool: When to Use Generative Tech and When to Create Authentically00:53 The "Human Authored" Label: Why AI Slop Is Making Credibility Scarce00:57 Silicon Valley's Billion-Dollar Paradox: Oracle, SoftBank, and Unsustainable Bets01:00 Hardware Matters: Why Lam Research Is the Invisible Infrastructure Winner01:03 Key Takeaways: Personal Branding, Content Strategy, and the Human Edge Hosted on Acast. See acast.com/privacy for more information.

BUILD YOUR BRAND w/ Brand Builders Group Rory Vaden joins the show to break down why differentiation is dead — and why your real advantage is your uniqueness. If you've ever struggled to build an authentic personal brand because you've spent years people-pleasing, fitting in, or carrying an identity that wasn't truly yours, this episode is a reset. Rory shares how he reinvented himself overnight, why nobody is thinking about your brand as much as you think they are, and the simple shift that helps you build a brand rooted in service, not ego. We also dive into his Trajectory Test, becoming rejection-proof, and the real reason most people aren't making the money they want. If you're a creator, expert, entrepreneur, or anyone building a personal brand, this episode will change how you think about growth, identity, and visibility. Watch all episodes on YouTube What You'll Learn Why uniqueness > differentiation How to reinvent yourself instantly ("plant, pivot, and go") Why personal branding is not about you — it's about who you serve The Trajectory Test for long-term success The real reason you're not making money yet How to overcome the fear of rejection Links Free personal brand strategy call: freebrandcall.com/mattlebris Free audiobook of Wealthy & Well-Known: freebrandaudiobook.com/mattlebris Connect with Rory Instagram: https://www.instagram.com/roryvaden/ Website: https://roryvaden.com/

Hyper-targeting is paying more to ignore your future customers. That's the reality most brands face today. They've optimized themselves into tiny corners while competitors copy each other into oblivion. That's just one tip of many in this week's episode.Elena, Angela, and Rob tackle why marketing feels so bland and how to fix it. They share 10 research-backed strategies to stand out in 2026, from expanding your audience to investing in underpriced media. Plus, hear which brands broke through the noise this year and what marketers can learn from their bold moves.Topics covered: [01:00] Why brand conformity is killing differentiation[05:00] Building AI agent teams for creative breakthrough[11:00] The 60/40 rule for brand vs performance spend[14:00] Hunt for underpriced media to boost efficiency[16:00] Why emotional campaigns outperform rational ones[21:00] Brands that stood out in 2025  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Brand Strategy Insider Article: https://brandingstrategyinsider.com/competing-on-sameness-the-marketing-mistake-of-our-times/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Ali Parsa is a serial entrepreneur known for founding companies that challenge traditional models of healthcare delivery. Over two decades, he has built organizations at the intersection of healthcare, technology, and systems redesign—each shaped by an ambition to make care more efficient, accessible, and equitable. In this episode, Tjasa Zajc and Ali Parsa explore how agentic AI is redefining healthcare and what it really takes to build transformative companies in a fast-shifting world.Ali dives into why healthcare remains stuck in an economic imbalance—unlimited demand but constrained clinical supply—and why autonomous, real-time AI agents may finally rebalance the system by taking over 20–30% of routine clinical tasks. He explains how Quadrivia builds agents that can talk to patients, follow multi-step workflows, and operate within strict guardrails to avoid hallucinations and workflow drift.But this episode goes far beyond technology. Ali opens up about entrepreneurship:• why speed is the only real advantage startups have,• how to hire “missionaries, not mercenaries,”• why products must be excellent from day one,• how processes must be simplified and rebuilt for speed,• and why losing control—even briefly—can cost a company everything. 04:00 The Quest for Differentiation in Healthcare 09:21 AI Agents: Revolutionizing Clinical Tasks 12:42 Building a Reliable Knowledge Base 15:17 Ensuring Workflow Integrity in AI 19:46 Global Expansion Strategy of Quadrivia 22:58 Navigating Trust and Cultural Differences 26:04 Competing with Giants in the AI Space 30:22 Agility in Decision Making 31:15 Lessons from Babylon's Legacy 33:08 The Importance of Speed in Entrepreneurship 35:59 Navigating Failure and Success 39:44 Optimizing People, Product, and Processes 41:25 The Role of Luck in Entrepreneurship 47:14 The Birth of Quadrivia 49:04 Insights from Global Healthcare Markets www.facesofdigitalhealth.com http://fodh.substack.com/

In this episode of The Inspire Podcast, Bart speaks with Barry LaBov—CEO, founder, author, and former rock musician and producer—about his new book The Power of Differentiation. Barry explains why differentiation is critical for brands, businesses, and leaders, and how clarity around what makes you unique is essential in today's crowded marketplace He shares stories from his early days in the music industry and his unexpected transition into marketing, highlighting how great bands, great companies, and great leaders all know what makes them distinctively unique, and they double down on it. Barry also walks through his approach to finding and naming your differentiators, and why leaders must launch and celebrate them by engaging the people who bring them to life. Whether you want your business to stand out or you're looking to elevate your own leadership brand, Barry's insights offer practical guidance for differentiating in an increasingly crowded marketplace. Shote Notes: 00:22 Show intro 00:56 Introducing Barry 02:05 What is differentiation? 02:53 It's so important today to have authenticity 03:15 Harley Davidson's differentiation 03:58 Elon Musk 04:42 Bart talks about differentiating brands 04:59 Music and unique artists 06:07 Barry's early days in a band and as a producer 06:58 Wrote songs for famous performers 07:19 Band members were all doing something unique 07:47 From music to marketing 09:49 Someone asked him to take on a marketing role – and he declined!  10:18 We trust YOU  10:49 Writing a book 11:09 Why write the book on differentiation? 11:48 How the COVID great resignation changed his thinking 12:11 Hearts, minds and market share 12:46 How can people discover their unique proposition? 13:20 Talk to humans about the brand 14:21 Observing the biz to see what is unique 14:53 Example of a unique process in a business 15:50 Jam session with the client 16:07 Taking the differentiators and executing in marketing and business 16:21 The Launch 16:26 Launch to the most important people first  16:58 You're often too close to your own work to see the differentiators 17:47 How to do this personally 19:08 These are things I do well — but it's not for everyone!  20:14 Celebrating your differentiators 24:03 Morale slipping — leaders need to reframe 25:26 How to maintain enthusiasm for your core strengths 25:57 Don't wait for the holiday party — tell them every day  26:28 Don't talk about profit unless you are sharing it 27:03 Cheerleading vs authentic celebration 28:41 Music acts that are unique today 30:53 Where can people get more 31:28 Thank-yous and outro

Send us a textIn this episode, Patti from Madly Learning helps you take the overwhelm out of differentiation. You'll learn how to design one strong core lesson that meets diverse student needs — without doubling your workload. Patti shares real classroom examples, practical tips, and mindset shifts that make differentiation both manageable and meaningful.Tuck these in your teacher pocket:Differentiation is not about 30 separate lessons — it's one lesson with multiple access points.Focus on flexibility, not perfection.Use assessment (formal and informal) to guide your adjustments.Scaffold for support and extend for enrichment — all anchored in the same big idea.Start small with one new strategy and build confidence over time! Remember to Subscribe for more insights on how to navigate the complexities of teaching with efficiency and impact. Share your experiences and strategies in the comments to join the conversation with fellow educators.To find our highly effective, time-saving resources Check out the Ignited Teaching Membership that gives you access to hundreds of downloadable lessons on demand! https://madlylearning.com/sp/ignitedteaching/ Checkout our Madly Learning Store at www.madlylearning.com/storeCheckout our Teachers Pay Teachers store Join our FREE Facebook community for teachers here: https://bit.ly/IYT-FB

Have you ever looked around at the growing number of coaches and wondered whether there is still space for you to build a thriving practice? In this episode we explore one of the most common concerns we hear from aspiring and experienced coaches: whether the coaching market is saturated. It is a question often rooted in fear and uncertainty, particularly for those stepping into the profession for the first time. As we reflect on this conversation, we notice how often this question reveals something deeper. It is rarely about the market itself. It is usually about whether there is space for me. Throughout the episode, we walk through the realities of an expanding coaching industry and what that means for those entering the field today. Demand for personal and professional development continues to rise and coaching has become a mainstream development tool across organisations, wellbeing programmes and leadership pipelines. Yet it is easy to feel overwhelmed when every social feed appears full of coaches promoting their services. Decision fatigue is real, and so is the sense of comparison. We share honest reflections on why differentiation matters more than ever. When we understand how we help people, what problems we solve and who we serve, the market suddenly feels much less crowded. We talk about the importance of niche clarity, emotional connection and business strategy, and how coaches can create meaningful impact by aligning their work with their values, expertise and purpose. We also explore fast-growing areas of coaching including neurodiversity coaching, team coaching and group coaching, as well as the shifting landscape created by AI. Some coaches incorporate technology into their practice while others intentionally lean into a deeply human approach. Both routes have value. Both reveal opportunities for growth. This episode is a reminder that saturation is a perspective, not a fixed truth. When you zoom out and consider the billions of people navigating work, life and change, the opportunities for coaching are vast. The real question becomes: how can I differentiate myself within a thriving, expanding market and create the conditions to succeed? If you are curious about training as a coach and want support in choosing the right route for you, I signpost you to the Coaching Crowd quiz, which brings clarity to that decision-making process and helps you understand where you fit best within the coaching world.   Timestamps: 00:00 Introduction and framing the question 01:20 Why people worry about market saturation 03:00 The rise in coaching demand and industry growth 04:10 How niche clarity cuts through market noise 05:40 Perspective, fear and evidence-gathering 07:15 Zooming out to a global view of opportunity 08:50 Emerging coaching niches and industry trends 10:00 The role of AI and future-ready coaching models 11:20 Differentiation through values, credibility and brand 12:45 How coaching training shapes identity and purpose 14:10 Why coaching is now a mainstream development strategy 16:10 Personal and professional growth through coaching skills 18:20 Realism, resilience and navigating industry cycles 19:40 Why demand for ethical, skilled coaches continues to grow 20:55 Final reflections and invitation to take the Coaching Crowd quiz   Key Lessons Learned: Saturation is often a fear-based perspective rather than an industry reality. Differentiation is key. When you communicate your value clearly, the market feels significantly less competitive. Demand for coaching continues to grow across corporate, personal development and wellbeing sectors. Coaching niches are expanding rapidly, particularly in neurodiversity, team development and group coaching. Global demand far exceeds current coaching capacity, creating long-term opportunity. Technology and AI will shape future coaching models, but human connection remains irreplaceable. Clear positioning, professional training and accreditation create confidence for both coach and client. Coaches who understand their purpose and values attract clients who resonate with their approach. Coaching skills enhance leadership capability far beyond traditional coaching roles. Becoming a coach often leads individuals to invest more deeply in coaching themselves, further growing the market.   Keywords: coaching industry growth, coaching market saturation, becoming a coach, coaching niches, coaching demand, wellbeing and coaching, neurodiversity coaching, coaching qualifications, group coaching, leadership coaching skills,   Links and Resources: www.mycoachingcourse.com  

From a swimming pool anecdote to differentiation - sunset blablabla

My podcast won two awards this year - but not for the reasons you might think. This episode unpacks the creative decisions, format choices, and editorial discipline that made EDIT HISTORY resonate with judges and listeners alike. Whether you're building a podcast, a business, or any long-term creative project, this is a deep dive into what really matters. TIMETAMPS   (00:00) Introduction (03:31) The Current State of Podcasts (05:12) Show Concept (09:29) Differentiation (15:14) Consistency (18:23) Success as a Podcaster (20:30) What Awards Don't Measure CONNECT WITH CHERYL LAU   Website: https://cheryllau.com  YouTube: https://www.youtube.com/@cheryltheory  Instagram: https://www.instagram.com/cheryltheory LinkedIn: https://www.linkedin.com/in/cheryllau WORK WITH CHERYL LAU   I help business leaders, creators, and organizations create a body of work they're proud of - One that's substantial, distinct, and built to last. Think of me as your strategic podcast partner - someone who's as invested in your vision as you are. I care about making sure your content actually stands out, resonates, and opens the right doors. Here are two ways we can work together: ✨ 1:1 Editorial Podcast Production -A done-for-you podcast experience for business owners, consultants, and creators who want a distinctive, intelligent show that elevates their voice and attracts aligned opportunities. I specialize in educational and thought-leadership podcasts - guiding you from concept to production and launch. ✨ Corporate Podcast Producing & Consulting - For organizations ready to build high-quality, strategically positioned podcasts. From concept development to scripting and host coaching, I direct capstone content projects with clarity and care. I specialize in educational and thought-leadership podcasts - guiding you from concept to production and launch. Schedule a discovery call for us to explore what working together might look like: https://cheryllau.com/discovery CONTACT Please email hello@cheryllau.com for business inquiries.

In this episode, Jake Jaworski interviews Tom Zhang and Matt from RitFit, discussing their backgrounds, the evolution of RitFit, and the impact of the home gym community. They share insights on the company's growth, product innovations, and the importance of customer feedback. The conversation also touches on misconceptions about RipFit as a budget brand and their future plans in the fitness industry.Chapters00:00 Introduction to RipFit and Its Founders02:44 Tom Zhang's Journey to RipFit05:38 Matt's Background and Entry into RipFit08:26 The Evolution of RipFit11:42 Daily Operations and Future Plans at RipFit14:29 The Growth and Recognition of RipFit17:32 Market Trends and Competition in Home Gym Equipment20:33 Misconceptions About RipFit as a Budget Brand33:46 Commitment to Quality Equipment34:06 Deciding to Attend Home Gym Con36:19 Key Takeaways from Home Gym Con38:50 Personal Experiences at Home Gym Con42:48 Current Offerings and Innovations49:45 Team Structure and Growth54:28 Differentiation in the Market01:02:23 Future Vision for RITFIT and Home Gym Community

Vendor partners and sponsors of NCSPRA and School PR Drive Time bring valuable insights and innovations to the market, and also to our podcast. Thank you to Apptegy for supporting this podcast and the work of our organization continuing into the 2025-2026 school year! Host Kevin Smith (Orange County Schools) spoke with Vice President Tyler Vawser, who leads Apptegy's Marketing & Media teams. Together, these teams produce videos and create guides that help schools navigate technology. These teams are also responsible for SchoolCEO, a printed magazine and podcast that is dedicated to helping school leaders take control of how their communities think and feel about their districts. In this episode, we discussed how: - While some marketing strategies transfer well from the private sector, others make school PR unique. - Relationships rely on your savvy use of web, social, email, phone, and SMS to stay connected with families waiting to hear about much more than menus and the weather. - Differentiation isn't what drives recruitment or retention, so communicators need specific tools to empower every school and principal to understand and engage with their community. - When schools and communicators establish a clear brand strategy, every area improves measurably from attendance to academics and life outcomes for students. One of the best ways for school leaders to score the latest research and drive improvements in engagement is through SchoolCEO, the magazine, the podcast, and the conference. Learn, for instance, how principals create memorable experiences and fulfill the marketer's role every day: SchoolCEO Podcast: Visit https://www.apptegy.com/schoolceo/podcast-episodes SchoolCEO Magazine: https://www.apptegy.com/schoolceo/the-power-of-principals SchoolCEO Conference: https://www.apptegy.com/conference Pay special attention to this SchoolCEO survey about "the uniquely challenging—and uniquely rewarding—role" of the school communicator. Learn what hundreds of responses from superintendents and school PR professionals reveal about how they work together in different ways to help districts of all sizes "fight to thrive or even to survive" in today's climate: https://www.apptegy.com/schoolceo/a-seat-at-the-table/ Thanks to our industry partners for bringing their insights from marketing and empowering stakeholders to the show for our listeners, and thanks again SchoolCEO for supporting School PR Drive Time. Learn more and contact them at www.apptegy.com. Music: "Hip Jazz," bensound.com, all other content © 2025, NCSPRA

Jed Morley emphasizes the vital importance of brand integrity and authenticity, warning that companies often falter when they adjust their messaging or values in response to shifting trends or external pressures. Such inconsistency, he notes, leads to confusion and erodes hard-earned trust among customers and stakeholders. Instead, lasting brand loyalty is built on a foundation of unwavering commitment to a company's true mission, vision, and values—enabling organizations to stand apart with clarity even as they tailor communications to meet the diverse needs and readiness of their audiences. Jed's deep experience reveals that brands can recover from missteps if they return to their core principles and approach both innovation and communication with empathy and careful pacing. By understanding what their customers are genuinely ready to embrace, companies avoid overwhelming or alienating them, and can foster stronger long-term relationships. He believes that successful brands prioritize message-market fit through continual research, customer engagement, and consistently authentic storytelling, even as they scale their impact through modern tools and technologies. If you're seeking to strengthen your own organization's brand integrity or want to harness the proven methodology behind sustainable brand growth, discover more about Jed Morley's insights and strategies at Backstory Branding. For a deeper dive, explore Jed's newly published book, Building a Brand That Scales which offers actionable frameworks to help leaders and organizations realize their authentic potential. For the accessible version of the podcast, go to our Ziotag gallery.We're happy you're here! Like the pod?Support the podcast and receive discounts from our sponsors: https://yourbrandamplified.codeadx.me/Leave a rating and review on your favorite platformFollow @yourbrandamplified on the socialsTalk to my digital avatar Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of the Shift AI Podcast, Court Lorenzini, the founding CEO of DocuSign and now founder of Founder Nexus, joins host Boaz Ashkenazy for a thought-provoking conversation about entrepreneurship, AI, and building a more balanced future for humanity. As a five-time entrepreneur who has experienced both spectacular success and instructive failure, Court brings a unique perspective on how artificial intelligence is fundamentally changing what it takes to build and scale companies today.From the isolation of the founder's journey to reimagining education systems for an AI-driven world, Court shares his vision for creating abundance rather than scarcity. The conversation explores how AI could be humanity's greatest tool for leveling the playing field, the importance of founder communities, and why we need to rethink our approach to work, purpose, and human dignity. If you're interested in understanding not just the business implications of AI but its profound societal impact, this episode offers invaluable insights from someone dedicated to helping founders succeed while building the future we all want to live in.Chapters[02:06] Court's Background and Entrepreneurial Journey[04:27] The First Paycheck and Worst Job Stories[07:34] Introducing Founder Nexus and the Founder's Journey[11:31] How AI is Changing Startup Requirements[14:04] The Challenge of Differentiation in the AI Era[17:11] The Lifecycle of Employment and Societal Impact[20:06] Rethinking Education for an AI Future[26:16] Dystopian vs Utopian AI Futures[30:25] What Court is Most Excited and Scared About[33:30] Creating Abundance Over ScarcityConnect with Court LorenziniLinkedIn: https://linkedin.com/in/court-lorenzini-333447/ Connect with Boaz AshkenazyLinkedIn: https://linkedin.com/in/boazashkenazy Email: info@shiftai.fm The Shift AI podcast is syndicated by Geekwire and produced by Crumpled Ink Media.

Welcome to another thought-provoking episode of Build a Better Agency! Host Drew McLellan sits down with Robin Bonn, agency veteran and founder of Codefinery, for a candid conversation that tackles one of the agency world's biggest challenges: true differentiation. Drawing on over two decades of industry experience and insights from his new book, Market of One, Robin unpacks why even the most creative agencies struggle to set themselves apart and how owners can reimagine their businesses for lasting competitive advantage. Drew and Robin delve deep into the heart of agency positioning, debunking the myths and tired tropes that so many firms rely on to claim they're "different." From generic claims about people and creativity to the pitfalls of "category norms," Robin shares why most agencies' attempts at standing out fall flat—and what it really means to create a business model that's as unique as a fingerprint. Listeners will hear practical advice for moving beyond superficial branding tactics and start building what Robin calls a "market of one"—where your agency's true value is clear, tangible, and uncopyable. The episode also explores the often-overlooked role of pricing as a key differentiator, the pervasive fear and herd mentality that keep agencies stuck, and the transformative impact of AI on agency business models. Robin challenges listeners to rethink everything from service offerings to client fit—encouraging leaders to embrace strategy, redefine success beyond just growth, and make bold choices that align with both financial health and personal fulfillment.   Tune in if you're ready to move past the sea of sameness and face the future with optimism and intention. By the end of the episode, you'll walk away with actionable questions, a fresh strategic lens, and the inspiration to reshape not just what your agency does, but how—and why—you do it.   A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Why true agency differentiation is so difficult—and why most agencies still struggle with it   Common pitfalls that lead agencies into the "sea of sameness" Distinguishing between superficial distinctiveness and authentic, business-model-driven differentiation The critical role of clear positioning and deep strategy in agency growth How fear, herd mentality, and legacy habits hold agencies back from standing out The power of pricing as an underutilized differentiator Embracing change, enjoying the business, and defining what success means for your agency  

You can thrive as a small practice — you just need to be strategic. In this episode, Kirk Behrendt brings back Miranda Beeson, ACT's director of education, to share how to differentiate and close your operational gaps so you attract the best patients and the best team in a changing market. To learn how to create and maintain a thriving private practice, listen to Episode 969 of The Best Practices Show!Learn More About Miranda:Send Miranda an email: miranda@actdental.com Follow Miranda on ACT's Instagram: https://www.instagram.com/actdentalSend Courtney an email for your Golden Ticket: courtney@actdental.com Send Gina an email for your Golden Ticket: gina@actdental.com Send Kirk an email for your Golden Ticket: kirk@actdental.com More Helpful Links for a Better Practice & a Better Life:Subscribe to The Best Practices Show: https://the-best-practices-show.captivate.fm/listenJoin The Best Practices Association: https://www.actdental.com/bpaDownload ACT's BPA app on the Apple App Store: https://apps.apple.com/us/app/best-practices-association/id6738960360Download ACT's BPA app on the Google Play Store: https://play.google.com/store/apps/details?id=com.actdental.join&hl=en_USJoin ACT's To The Top Study Club: https://www.actdental.com/tttGet The Best Practices Magazine for free: https://www.actdental.com/magazinePlease leave us a review on the podcast: https://podcasts.apple.com/us/podcast/the-best-practices-show-with-kirk-behrendt/id1223838218Episode Resources:Watch the video version of Episode 969: https://www.youtube.com/@actdental/videosRegister for ACT's BPA for their Differentiation tool: https://join.actdental.com/users/sign_in?post_login_redirect=https%3A%2F%2Fjoin.actdental.com%2Fc%2Fpractice-coaching-tools%2Fdifferentiation-tool#emailRegister for ACT's BPA for their GAPs at a Glance tool:...

After decades of building icons like Tom Ford Beauty, Prada Beauty, and Victoria Beckham Beauty, Sarah Creal stepped into her own spotlight, launching a luxury brand designed for women 40+, a group long overlooked in the beauty industry.In this candid conversation, Sarah shares the dream that sparked her company, the white space she saw in a saturated market, and the intentional choices that caught Sephora's attention. She talks openly about investor pushback (“older women don't want to look at older women”), why she doubled down on herself, and the power of putting her own name on the brand.From packaging that tells a story to building a startup culture rooted in speed and psychological safety, Sarah breaks down the principles guiding her founder journey. She also reflects on lessons from working with icons like Bobbi Brown, and the behind-the-scenes realities of building a differentiated beauty brand in today's competitive landscape.Timestamps: [00:00] Introduction [05:44] The dream that sparked a brand for women 40+ [09:06] How Sephora came calling through long-term relationships [10:53] Using packaging as a storytelling tool in beauty [13:02] Why differentiation is critical in a saturated market [15:05] Lessons from working with iconic beauty founders [17:55] Hiring for startups and ensuring alignment with reality [20:00] Building speed and agility while preventing burnout [23:02] Navigating investor pushback and doubling down on herself [29:20] Daily habits for balance as a founder [31:28] Key advice for aspiring entrepreneursResources Mentioned:Shoe Dog by Phil Knight | Book or AudiobookLearn more about Sarah Creal Beauty on her website, and follow her on LinkedIn and Instagram.Follow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com

“What you have to do in a market like that, where it’s highly genericized, is first you have to have a clinical differentiation,” says Richard Lowenthal, CEO of ARS Pharmaceuticals. “You have to have a benefit to the community, benefit to the patient population. Neffy achieves that very effectively by providing an option that’s very simple — it’s easy to carry, it’s very easy to use.” In this episode of Vanguards of Health Care, Richard sits down with Bloomberg Intelligence analyst Ann-Hunter van Kirk for an in-depth interview about how the company has navigated the commercial launch of its needle-free epinephrine nasal spray, neffy, in a highly competitive genericized market.See omnystudio.com/listener for privacy information.

In episode 143 of the SEOLeverage Podcast, Gert Mellak and Greg Merrilees discuss the evolving landscape of website design, particularly in the context of e-commerce. They explore the integration of AI in website development, the importance of understanding client needs, and the best practices for designing effective product pages. The discussion also highlights the significance of personalization and the need for continuous improvement in website design to enhance user experience and conversion rates. Key Takeaways: AI tools can help new businesses quickly establish an online presence. Established businesses should not replace their existing websites with AI-generated ones. Understanding client needs is crucial for effective website design. Product pages should provide comprehensive information to aid conversion. Learning from industry leaders can inform better design practices. Differentiation from competitors is essential for brand success. Personalization is becoming an expectation in online shopping experiences. Iterative design and testing can lead to significant improvements in conversion rates.   Podcast Highlights 02:30 AI and Website Fundamentals Greg explains that while AI tools can help beginners create quick test sites, established businesses shouldn't rely on AI alone. Successful websites need strong brand positioning, trust-building design, and a deep understanding of user behavior. 09:30 E-Commerce Design Mistakes and Fixes Greg points out common e-commerce mistakes like thin product pages or missing proof elements. He emphasizes adding "Why Choose Us" sections, testimonials, use cases, sticky CTAs, and comparison charts to build trust, extend time on page, and increase conversions. 15:45 Why You're Not Amazon Greg reminds listeners: don't copy Amazon. Amazon works because of its brand power and customer trust. Smaller or challenger brands should focus on storytelling, differentiation, emotional connection, and visual hierarchy. 20:50 Personalization and AI Interaction Both Gert and Greg explore AI-driven personalization using tools like Delphi, an interactive chatbot that guides visitors toward the right offer. Greg highlights how small touches—like using a visitor's name in forms or emails—can dramatically boost engagement and conversion rates.  29:40 Redesign Strategy and Continuous Optimization Greg advises businesses to study competitors regularly, use AI analysis tools for insights, and avoid full redesigns that could alienate loyal users. Instead, he recommends small, data-backed updates for steady growth. Guest Website Info: Name: Greg Merrilees Role: Founder of Studio1 Design Website - https://studio1design.com/ Connect with Gert Mellak: Website: https://seoleverage.com/ Email: info@seoleverage.com

Follow me @samirkaji for my thoughts on the venture market, with a focus on the continued evolution of the VC landscape.Welcome back to another episode of Venture Unlocked, the podcast that takes you behind the scenes of the business of venture capital.Today, I sat down with Rob Go, Co-Founder and Partner at NextView, to discuss the shift in seed-stage investing and what seed funds need to consider to remain viable. The conversation was sparked by a series of Posts Rob wrote, the first of which was called a Crisis Moment in Seed. We spent a lot of time talking about what inspired the post and how seed managers should adapt to the shifted market. For anyone investing at seed, this is a must listen as Rob shared so many insightful views.Thanks for listening to another episode of Venture Unlocked. We hope you enjoyed our conversation with Rob. If you'd like to get Venture Unlocked content straight to your inbox, go to ventureunlocked.substack.com and sign up, or go to Apple Podcasts or Spotify and subscribe. Thanks again for listeningAbout Rob GoRob Go is the co-founder and partner of NextView Ventures, a thematic seed-stage venture capital firm focused on investing in founders solving meaningful problems for everyday people. Before launching NextView, Rob was a venture capitalist at Spark Capital, where he focused on the intersection of media, technology, and entertainment.Earlier in his career, Rob led the “Finding” business unit at eBay, where he helped design and launch over 20 products that transformed the platform's search and merchandising experience. He also worked in strategy consulting at The Parthenon Group, focusing on consumer and retail industries, and held product management roles at Fidelity Investments and BzzAgent.Rob holds a B.S. in Economics from Duke University and an MBA from Harvard Business School. Beyond venture, he's a founding member of Highrock Church in Brookline, MA, and a dedicated husband and father who values family and faith as deeply as entrepreneurship.NextView Ventures is an early-stage venture capital firm founded in 2010, with offices in New York, Boston, and San Francisco. They focus on seed-stage investments, typically ranging from around $250K to $4M, in companies building consumer, fintech, digital health, and B2B SaaS solutions that reshape what they call the everyday economy The firm has backed a number of notable companies, including ThredUp, Grove Collaborative, WHOOP, and TripleLift, all of which have achieved significant exits or growth milestones. Their hands-on, founder-first approach and thematic focus have helped them build a strong track record in seed investing.During the conversation, we discussed:* The Venture Landscape's Evolution Since 2011 (3:27)* The Entry of Accelerators Like YC and Mega Funds (6:21)* The Role of YC's Offer Structure in the Seed Market (9:14)* Mega Funds and the Influence of the Power Law (12:21)* AI's Market Impact and Opportunities for Seed Investors (15:18)* Defensibility and Differentiation in AI Applications (18:17)* The Importance of Distinct Strategies for Seed Funds (21:37)* Super Compounder Versus Classic Venture Approaches (24:26)* Adjusting Capital Allocation for Non-Consensus Companies (27:26)* The Role of Optionality in Navigating Downstream Capital (30:35)* NextView's Tactical Shift Toward Data and AI Tools (33:27)* Lessons on Discipline, Dogmatism, and Missed Opportunities (36:22)I'd love to know what you took away from this conversation with Rob. Follow me @SamirKaji and give me your insights and questions with the hashtag #ventureunlocked. If you'd like to be considered as a guest or have someone you'd like to hear from (GP or LP), drop me a direct message on X. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ventureunlocked.substack.com

This week on Swimming with Allocators, it's time for another discuss, debate, and question episode as Alexa Binns and Earnest Sweat dive into the evolving venture capital landscape, examining themes like LP confidence in selecting managers versus direct deals, the changing roles of fund-of-funds, the impact of AI and storytelling for differentiation, and rising pressures on women and diverse founders. The conversation also debates whether venture is still truly venture as mega funds grow, highlights the importance of authentic branding, and explores whether geographic hubs like San Francisco are essential. Listeners will take away insights on how LPs and GPs can foster meaningful relationships, the need for differentiation, ongoing diversity challenges, why clarity of purpose and resilience are more crucial than ever in today's VC ecosystem, and so much more. Don't miss this episode!Highlights from this week's conversation include:Welcome and Introduction to DDQ Episode (0:24)LP Confidence in Manager Selection and Blind Spots in Direct Deal Flow (3:01)The Push for Change in the Fund-To-Fund Model and Consolidation (6:20)Market Timing and Advice for Maintaining Portfolio Discipline (8:34)The Growing Importance of Technology Stacks for Fund Managers (9:25)How Branding and Storytelling Are Evolving in Venture Capital (12:31)Challenges of Differentiation, Authenticity, and Thought Leadership (15:05)Addressing Disparities and the Need for Collective Action (19:08)The Shift in How Founders Choose Capital Versus LP Expectations (23:02)Debating Who is the Ultimate Customer: LPs or Founders (26:50)Enriching The LP Experience With Initiatives Like Pitch Days (29:35)The Role of GPs in Supporting Founders and Their Track Records (31:03)In-Person Events, San Francisco's Significance, and Industry Presence (34:14)How LPs Rebuild Conviction After Market Downturns (37:53)Managing Fund Terms, Anchors, and Building a Minimum Viable Fund (39:39)Commitments, Angel Investing, and Highlights From Recent Deals (41:39)Final Thoughts and Takeaways (44:03)Swimming with Allocators is a podcast that dives into the intriguing world of Venture Capital from an LP (Limited Partner) perspective. Hosts Alexa Binns and Earnest Sweat are seasoned professionals who have donned various hats in the VC ecosystem. Each episode, we explore where the future opportunities lie in the VC landscape with insights from top LPs on their investment strategies and industry experts shedding light on emerging trends and technologies. The information provided on this podcast does not, and is not intended to, constitute legal advice; instead, all information, content, and materials available on this podcast are for general informational purposes only. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Watch this on YouTube (recommended) » Last week, I hosted a live presentation called "From Expert to Author: The Strategic Blueprint for Writing a Book That Builds Your Business." While writing a book has always been a good idea for experts, I believe it's a non-negotiable in today's world. This is a long presentation, but I believe there's a lot you can learn from it. Check out the timestamps below for the different sections.  If you're interested in working with me in Q4 2025 or Q1 2026, go to mikekim.com/writeyourbook 02:44 The Role of a Book in Your Business 08:15 AI Has Shifted How Experts are Perceived  18:54 Crafting a Strong Book Proposal 24:26 Platform Audit and Marketing Strategy 30:05 Comparable Titles and Differentiation 35:35 Leveraging AI for Writing and Proofreading 39:36 Building Demand While Writing Your Book 49:21 Ways to Work Together and Final Q&A CONNECT WITH ME Newsletter Instagram TikTok X (Twitter) LinkedIn Facebook

Send us a Positive Review!Series Title: Unpacking LDS Polygamy Developments in 2025 [Part II of II]Join Valerie and Jana Spangler as they finish their conversation about the fascinating currents of 2025 surrounding polygamy in the Church of Jesus Christ of Latter-Day Saints. In this episode they dissect the release of a new gospel topic essay solidifying Joseph Smith's role as the originator of polygamy, the provocative digitization of a John Taylor revelation, and analyze President Oaks' recent mentions of Heavenly Mother(s) in a public address. With insightful analysis and a call for self-discernment, they offer listeners both a historical exploration and a heartfelt guide to navigating these complex issues.Timestamps:00:00 Introduction and Welcome00:21 Discussing Polygamy in 202501:44 New Gospel Topic Essay on Polygamy03:52 Joseph Smith and the Origins of Polygamy07:42 The Church's Narrative and Modern Movements14:14 John Taylor's Revelation on Polygamy20:33 Polygamy in Church History22:21 Transparency and Church History26:40 Gender Equality in the Church31:47 Heavenly Mother and Polygamy36:09 Differentiation and Personal Faith41:22 Embracing Complexity and Holiness43:28 Final Thoughts and EncouragementSupport the showSupport the show Listen, Share, Rate & Review EPISODES Friday Episodes Annual Access $89 Friday Episodes Monthly Access $10 Valerie's Support & Processing Groups Gift a Scholarship Download Free Resources Visit our Website

 Today, Dr. Stephanie and Barb talk with Dr. Jill Corvelli about the ND Compass charting stages of relationship progression for ND couples.Stages of Relationship Progression:RomancePower StruggleStabilityCommitmentCo-Creation  About Our Guest:Jill Corvelli, PhD, LPC, is the creator of ND Compass, a structured methodology designed tosupport neurodiverse couples in relational healing. With over a decade of experience workingwith hundreds of couples in thousands of sessions, she has developed a systematic approach that integrates Liberating Structures, Differentiation, and Somatic Self-Energy Activation into a phased, neuroaffirming therapeutic framework.Originally developed to stabilize couples during the Power Struggle stage of relationaldevelopment, ND Compass has expanded to support couples across all five stages of relational growth.Dr. Corvelli is a University Supervisor at Northwestern University's Family Institute, where shetrains and mentors graduate-level clinicians. She is experienced in Internal Family Systems(IFS), EMDR, and Ketamine-Assisted Psychotherapy (KAP), and has extensive experienceintegrating neuroscience, somatic work, and relational models into therapy.As a national trainer and consultant, she teaches therapists how to bridge the gap between relational stabilization and deeper inner differentiation work, ensuring that neurodiverse couples experience developmental growth in a way that is accessible, paced for their nervous systems, and structured to honor their unique lived experiences.Couples Institute:https://www.couplesinstitute.com/therapists-toolkit-for-neurodiverse-couples/?srsltid=AfmBOorpmFwzP_PTwfWel2FDkhyt83uX3mD94qGEseYBQxdEliisZmYi ND Compass:https://www.ndpartnersinstitute.com/about

The episode explores how Warner Thomas is transforming Sutter Health into a digitally-enabled, ambulatory-focused health system that can navigate major industry headwinds through growth rather than contraction. Thomas discusses Sutter's aggressive expansion of its physician network and ambulatory footprint, the system's push to dramatically improve consumer experience through technologies like online booking and ambient AI documentation, and their strategic pivot toward value-based care models as Medicare payment pressures intensify. Throughout the conversation, he emphasizes that successful health systems must embrace AI and digital tools not as futuristic concepts but as immediate operational necessities, while maintaining focus on integrated care delivery that keeps patients at the center—a philosophy shaped by his experience building integrated systems at Ochsner and now applied to reimagining Sutter's historically hospital-centric culture into one that blends physical and digital care delivery across the full continuum. (0:00) Intro(1:01) Overview of Sutter Health(1:56) Comparing Sutter Health and Ochsner(4:08) Key Focus Areas for Sutter Health(6:49) Consumer Experience and Technology Integration(10:56) The Role of AI in Healthcare(18:03) Advice for Startups in Health Tech(21:19) Navigating Financial Challenges in Healthcare(24:23) Healthcare Policy and Advocacy(25:59) Competition and Differentiation in Healthcare(29:58) Value-Based Care and Medicare(34:03) Quickfire Out-Of-Pocket: https://www.outofpocket.health/

With customer expectations constantly evolving, how can large organizations avoid using obsolete methods and instead embrace agility to thrive and drive meaningful growth? Agility requires both adapting to change and anticipating it in the first place. It demands a willingness to experiment, learn, and iterate quickly, especially when it comes to connecting with your target audience in new and innovative ways. Today, we're going to talk about the challenges and opportunities of scaling a brand nationwide while maintaining a strong local presence. It's a balancing act that requires a deep understanding of both digital innovation and grassroots tactics. To help me discuss this topic, I'd like to welcome, Renaud Delaquis, Head of Product Marketing at Coastline Academy. About Renaud Delaquis Renaud Delaquis is the Head of Product Marketing at Coastline Academy, the nation's largest driving school. With a strong background in e-commerce, digital marketing, product scaling, and SEO, Renaud leads the company's marketing and growth strategies. Specializing in developing and executing marketing plans across a variety of paid and organic channels, Renaud has helped Coastline achieve rapid growth in a slow-moving industry. His experience creating grassroots marketing campaigns at scale in a business spanning over 500+ cities gives him unique insight into both local and national marketing.  Renaud Delaquis on LinkedIn: https://www.linkedin.com/in/renaud-delaquis/ Resources Coastline Academy: https://coastlineacademy.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Kriston Sellier, id8, on Branding That Customers Remember (North Fulton Business Radio, Episode 912) On this edition of North Fulton Business Radio, host John Ray welcomes Kriston Sellier, Founder and President of id8. Kriston discusses how real differentiation, rather than generic claims like quality and caring, builds enduring brands. She walks through id8's discovery process, where […] The post Kriston Sellier, id8, on Branding That Customers Remember appeared first on Business RadioX ®.

Today we go deep on throuples—what makes a three-person relationship (triad) work in real life. Our guest is Dr. Rachael Meir, a Stanford-trained psychologist, sex & relationship coach, author of 50 Questions to Ask Before Opening Your Relationship, and host of retreats designed specifically for throuples.In this episode (throuple-forward): • Shapes of throuples: V vs. closed triad, the “everyone dates everyone” myth, and why symmetry isn't the only path to stability. • Avoiding triangles (the bad kind): How to reduce coalitions, secret alliances, and “two against one” dynamics with simple, predictable check-ins. • Jealousy in 3s: Why jealousy feels different in a triad, Dr. Meir's “dashboard warning light” frame, and how to respond without spiraling. • Differentiation = less codependence: Staying three whole people (not one fused blob) actually strengthens the connection between all of you. • Logistics that keep love humane: Calendars, re-entry rituals, and short “state-of-us” huddles so no one becomes the project manager (or the parent). • Ethics & invitations: Power imbalances, “unicorn hunting,” and creating consent that's real for all three partners—not just the original pair. • Retreat lessons: What Dr. Meir sees thriving throuples do differently (language, expectations, and how they handle NRE without breaking the triangle).Plus, we pull 5 key prompts from Dr. Meir's book to ground any non-monogamy journey: • What desires/needs do I believe non-monogamy could fulfill (for me, not just my partner)? • Do I have enough self-esteem to stay out of comparison traps? • Are we differentiated—two/three whole people with overlap—rather than merged? • Are we opening to fill a void/fix a problem (and what would repair look like first)? • What small agreements would make us feel safer without turning into surveillance?Big takeaways you can use tonight • Trade control for clarity: one short weekly check-in beats constant play-by-play. • Re-entry rituals after solo or third-partner time keep connection warm and resentment low. • In triads, fairness ≠ sameness—aim for dignity for all three, not equal minutes.Find Dr. Meir: https://www.drrachaelmeir.com/Naughty Gym: https://www.naughtygym.com/

Big Idea archaeologist Pranav Kale joined me on Ditching Hourly for a reverse interview about my journey to the center of the solar system.Chapters(00:00) - Introduction and Guest Welcome (00:39) - Pranav's Evolution and Current Focus (03:01) - Jonathan's Epiphany on Hourly Billing (06:26) - The Trust Fracture in Hourly Billing (07:45) - Jonathan's Problem-Solving Journey (16:59) - The Move to Rhode Island and Finding the Solution (22:38) - Implementing Value-Based Pricing (26:30) - Content Creation and Teaching Others (30:35) - Understanding Business Personality Types (31:08) - The Journey to Writing a Book (31:56) - Transitioning to Advisory Roles (32:37) - The Impact of the iPhone Announcement (33:37) - Responsive Web Design and Consulting (35:46) - Facing Criticism and Adjusting Messaging (39:50) - Finding the Central Theme (53:06) - The Importance of Differentiation (59:53) - Concluding Thoughts and Advice ----Do you have questions about how to improve your business? Things like:Value pricing your work instead of billing for your time?Positioning yourself as the go-to person in your space?Productizing your services so you never have to have another awkward sales call or spend hours writing another custom proposal?Book a one-on-one coaching call with me and get answers to these questions and others in the time it takes to get ready for work in the morning.Best of all, you're covered by my 100% satisfaction guarantee. If at the end of the call, you don't feel like it was worth it, just say the word, and I'll refund your purchase in full.To book your one-on-one coaching call, go to: https://jonathanstark.com/callI hope to see you there!

In this episode, Luke Burgis explores the question, “Are your desires really yours?” and how to recognize and reclaim what you truly want. He discusses how to tell the difference between “thin desires (fleeting, imitated wants) and “thick desires” (the deeper longings that bring lasting fulfillment), and why discerning between the two can change the direction of your life. Luke also shares practices for uncovering your true hierarchy of values, creating alignment between what you want and who you want to be. Explore how to pivot from “I don't want to” to “I do want to, I just don't feel like it” and how to feed the desires that lead to meaning instead of comparison or regret. Exciting News!!! Coming in March, 2026, my new book, How a Little Becomes a Lot: The Art of Small Changes for a More Meaningful Life is now available for pre-orders! Key Takeaways: Exploration of the concept of mimetic desire and its origins in the work of René Girard. Discussion on how desires are often imitative and influenced by others rather than being inherently personal. The importance of discerning between beneficial and harmful desires in one's life. The parable of the two wolves as a metaphor for the internal conflict between positive and negative desires. Differentiation between “thin desires” (fleeting and influenced by external factors) and “thick desires” (deeply rooted in personal values and identity). The role of self-reflection and narrative in understanding one's desires and motivations. The significance of establishing a hierarchy of values to guide decision-making and desire cultivation. The impact of social interactions on shaping desires and the responsibility individuals have in influencing others. The concept of “stalking your greatest desire” as a means to align personal desires with one's life mission. The importance of having a trusted partner for exploring and communicating desires, emphasizing the value of attentive listening If you enjoyed this conversation with Luke Burgis, check out these other episodes: How to Find Zest in Life with Dr. John Kaag Finding Zen in the Ordinary with Christopher Keevil Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Luke Burgis explores the question, “Are your desires really yours?” and how to recognize and reclaim what you truly want. He discusses how to tell the difference between “thin desires (fleeting, imitated wants) and “thick desires” (the deeper longings that bring lasting fulfillment), and why discerning between the two can change the direction of your life. Luke also shares practices for uncovering your true hierarchy of values, creating alignment between what you want and who you want to be. Explore how to pivot from “I don't want to” to “I do want to, I just dono't feel like it” and how to feed the desires that lead to meaning instead of comparison or regret.Exciting News!!!Coming in March, 2026, my new book, How a Little Becomes a Lot: The Art of Small Changes for a More Meaningful Life is now available for pre-orders!Key Takeaways:Exploration of the concept of mimetic desire and its origins in the work of René Girard.Discussion on how desires are often imitative and influenced by others rather than being inherently personal.The importance of discerning between beneficial and harmful desires in one's life.The parable of the two wolves as a metaphor for the internal conflict between positive and negative desires.Differentiation between “thin desires” (fleeting and influenced by external factors) and “thick desires” (deeply rooted in personal values and identity).The role of self-reflection and narrative in understanding one's desires and motivations.The significance of establishing a hierarchy of values to guide decision-making and desire cultivation.The impact of social interactions on shaping desires and the responsibility individuals have in influencing others.The concept of “stalking your greatest desire” as a means to align personal desires with one's life mission.The importance of having a trusted partner for exploring and communicating desires, emphasizing the value of attentive listening.For full show notes, click here!Connect with the show:Follow us on YouTube: @TheOneYouFeedPodSubscribe on Apple Podcasts or SpotifyFollow us on InstagramIf you enjoyed this conversation with Luke Burgis, check out these other episodes:How to Find Zest in Life with Dr. John KaagFinding Zen in the Ordinary with Christopher KeevilBy purchasing products and/or services from our sponsors, you are helping to support The One You Feed and we greatly appreciate it. Thank you!This episode is sponsored by:Persona Nutrition delivers science-backed, personalized vitamin packs that make daily wellness simple and convenient. In just minutes, you get a plan tailored to your health goals. No clutter, no guesswork. Just grab-and-go packs designed by experts. Go to PersonaNutrition.com/FEED today to take the free assessment and get your personalized daily vitamin packs for an exclusive offer — get 40% off your first order.Grow Therapy – Whatever challenges you're facing, Grow Therapy is here to help. Sessions average about $21 with insurance, and some pay as little as $0, depending on their plan. (Availability and coverage vary by state and insurance plans. Visit growtherapy.com/feed today!Delivering the WOW; Check out Richard Fain's new book, a behind-the-scenes look at how he transformed Royal Caribbean into a world-class company through culture, innovation, and intentional leadership. Available now on Amazon and wherever you get your books.AGZ – Start taking your sleep seriously with AGZ. Head to drinkag1.com/feed to get a FREE Welcome Kit with the flavor of your choice that includes a 30 day supply of AGZ and a FREE frother.Smalls – Smalls cat food is protein-packed recipes made with preservative-free ingredients you'd find in your fridge… and it's delivered right to your door. For a limited time, get 60% off your first order, plus free shipping, when you head to Smalls.com/FEED! No more picking between random brands at the store. Smalls has the right food to satisfy any cat's cravings.LinkedIn: Post your job for free at linkedin.com/1youfeed. Terms and conditions apply.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.