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Ready to grow your small business without burning out? In this episode, I'm joined by Troy Trewin from Grow Your Small Business — a man who's seen it all: 26 years in business, 30+ partnerships, and more lessons (and laughs) than you can count. We talk about the three biggest mistakes small business owners are still making in 2025, why people and marketing are your greatest growth levers, and how to start thinking about your exit strategy (even if you're years away from selling). This one's packed with practical tips, real-world experience, and the kind of advice you wish you'd had years ago. And if you love the idea of sharpening your skills even more, don't miss the Social Media & Marketing Conference on Friday 29 August 2025 in Melbourne CBD. It's your chance to learn from top experts (including me!) and connect with like-minded business owners. Tickets at socialmediaandmarketing.com.au/conference. If you're ready to work smarter, lead better, and grow with confidence — hit play!

Why do consumers pay six figures for a handbag they'll rarely use — or line up overnight for a hoodie they might never wear? The answer lies in status, scarcity, and the zero-sum game of exclusivity. In this episode of Behavioral Economics in Marketing, we explore how zero-sum branding drives desire by making status a competition. Using real-world examples from Hermès to Supreme, we unpack how luxury brands use scarcity, gatekeeping, and social comparison to increase their perceived value — not by what they offer, but by what they withhold. We'll explore the psychology behind why exclusion works, the power of signaling theory and social proof, and how marketers can ethically apply these principles to craft irresistible brand experiences. If you're building a brand that trades in aspiration, identity, or prestige — this episode is your blueprint. Keywords: luxury branding, zero-sum marketing, scarcity marketing, social status, exclusivity, behavioral economics, Hermès, Supreme, signaling theory, social comparison, artificial scarcity, brand strategy Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

In-person meetings will always be the gold standard for building relationships. But in B2B, you can't always sit across the table right away. That's why B2B Personalized Video Marketing is such a powerful tool—it lets people see you, hear you, and understand your perspective before the first handshake.At World Innovators, we've seen this work firsthand. When I send an email with a short, personal video, people who have never met me before click because they want to see what I have to say. That video starts a conversation—viewers hear my tone, see my face, and begin to understand that I'm here to help them succeed.In this episode, I'll cover:What makes a B2B video truly personalized.Why videos in email campaigns increase engagement.How to make sure the right people see your video.Simple ways to use AI tools like ChatGPT to plan and repurpose content.If you have a video you're proud of but aren't sure how to get it in front of your ideal audience, let's make sure the right people are clicking, watching, and starting the conversation with you.Thank you for listening, please comment below and let me know what you are doing with your B2B Personalized Video Marketing.

Now on Spotify Video! After facing early career setbacks and limited growth opportunities in corporate, Hala Taha turned to LinkedIn and podcasting to build her personal brand. By mastering content marketing and audience engagement, she rose to become a top LinkedIn influencer and podcast host, transforming her side hustle into a thriving media empire. In this episode, Hala joins Jeremy Miner on the Next Level Podcast to share how to leverage podcasting and LinkedIn for brand building, lead generation, and business growth. In this episode, Jeremy and Hala will discuss: (00:00) Introduction (01:59) Storytelling Tips to Engage Your Audience (04:21) Building a Podcast Business from Scratch (09:32) Winning Marketing Tips for Podcast Growth (16:29) How to Scale a Media Business (19:35) LinkedIn Content Strategies for Lead Generation (32:05) Advanced LinkedIn Monetization Strategies Hala Taha is the host of Young and Profiting, a top 10 business and entrepreneurship podcast on Apple and Spotify. She's the founder and CEO of YAP Media, an award-winning social media and podcast agency, as well as the YAP Media Network, where she helps renowned podcasters like Jenna Kutcher, Neil Patel, and Russell Brunson grow and monetize their shows. With her business on track to hit eight figures in 2025, Hala stands out as a leading creator-entrepreneur. Sponsored By: Shopify - Start your $1/month trial at Shopify.com/profitingIndeed - Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/PROFITINGOpenPhone - Get 20% off your first 6 months at OpenPhone.com/profitingAirbnb - Find a co-host at airbnb.com/hostMercury - Streamline your banking and finances in one place. Learn more at ⁠⁠mercury.com/profiting⁠⁠Policy Genius - Secure your family's future with Policygenius. Head to policygenius.com/profitingFramer - Launch your site for free at Framer.com, and use code PROFITING Resources Mentioned: Hala's Podcast, Young and Profiting: bit.ly/_YAP-apple  Hala's LinkedIn Masterclass: yapmedia.io/course  Next Level Podcast by Jeremy Miner: bit.ly/NLP-apple  Active Deals - youngandprofiting.com/deals  Key YAP Links Reviews - ratethispodcast.com/yap YouTube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services: yapmedia.com Transcripts - youngandprofiting.com/episodes-new  Entrepreneurship, Entrepreneurship Podcast, Business, Business Podcast, Self Improvement, Self-Improvement, Personal Development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side Hustle, Startup, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, SEO, E-commerce, Instagram, Social Media, Digital Marketing, Content Creator, Advertising, Social Media Marketing, Communication, Video Marketing, Social Proof, Marketing Trends, Influencer Marketing, Digital Trends, Online Marketing, Marketing Podcast

Thanks to our Partners, Shop Boss and AppFueledLet's be real, owning a shop isn't just about fixing cars. It's about managing chaos, wearing 15 different hats, and staying strong through it all. And sometimes? That strength takes a serious hit.In this episode, Kim goes deep with Rachel Spencer, co-owner of Spencer's Auto Repair, and Leisa Ann from KeepMePostedToday.com, to talk about something we don't talk about enough: mental fitness. From road construction disasters to walking across the country (literally), these two women share what it takes to keep your head in the game when life throws punch after punch.Rachel opens up about the emotional toll of a car accident, staffing struggles, leadership pressure, and how practicing “the pause” helped her reset. Leisa shares powerful lessons from her 3,000-mile walk to raise mental health awareness, like how to reset your energy, build an emotional bank, and stop carrying other people's baggage.This episode is raw, practical, and filled with the kind of real-life advice you won't get in a book. Whether you're burned out, overwhelmed, or just need a reminder that you're not alone, this conversation is the reset button you didn't know you needed.Thanks to our Partners, Shop Boss and AppFueledThis episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you. AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”How To Get In Touch With the GuestLeisa AnnKeepMePostedTodayRachel Spencer Spencer's Auto CareLagniappe (Books, Links, Other Podcasts, etc)Plan With The ProsShow Notes with TimestampsIntroduction and Sponsor Acknowledgments (00:00:01) Kim introduces the podcast, guests, and topic of mental fitness; sponsor messages are shared.Guest Introductions and Background Stories (00:01:30) Kim introduces Rachel Spencer and Lisa Ann, sharing how she met each and their backgrounds.The Road Construction Crisis: Kim's Story (00:06:55) Kim recounts her and Brian's experience with a devastating road construction project and its impact on their business and mental health.Rachel's Road Construction Experience (00:09:46) Rachel describes her shop's recent road construction challenges, a car accident, and the resulting stress on her and her team.The Power of Practicing the Pause (00:11:05) Rachel discusses learning to slow down, practice gratitude, and the importance of pausing during stressful times.Sponsor Messages (00:15:07) Additional sponsor messages about shop management software and customer loyalty apps.Lisa Ann's Cross-Country Walk and Mental Fitness (00:17:08) Lisa shares her journey walking across the country to raise awareness for mental fitness and practical self-care strategies.Making Emotional Deposits and Building Support Networks (00:22:08) Discussion on the importance of emotional support, surrounding yourself with positive people, and...

The often-overlooked truth in cybersecurity: Seeing the Unseen in Vulnerability ManagementIn this episode, Sean Martin speaks with HD Moore, Founder and CEO of RunZero, about the often-overlooked truth in cybersecurity: the greatest risks are usually the things you don't know exist in your environment.Moore's career has spanned decades of penetration testing, tool creation, and product development, including leading the creation of Metasploit. That background shapes his approach at RunZero—applying attacker-grade discovery techniques to uncover devices, networks, and vulnerabilities that traditional tools miss. Why Discovery Matters MostThrough repeated penetration tests for high-security organizations, Moore observed a consistent pattern: breaches rarely occurred because defenders ignored known issues, but rather because attackers exploited unknown assets. These unknowns often bypassed mitigation strategies simply because they weren't on the organization's radar. Beyond CVEsMoore emphasizes that an overreliance on CVE lists leaves organizations blind to real-world risks. Many breaches stem from misconfigurations, weak credentials, or overlooked systems—problems that can be exploited within days of a vulnerability being announced. The answer, he says, is to focus on exposure and attack paths in real time, not just lists of patchable flaws. Revealing the GapsRunZero's approach often doubles the asset count organizations believe they have, uncovering systems outside existing scanning or endpoint management coverage. By leveraging unauthenticated discovery techniques, they detect exploitable conditions from an attacker's perspective—identifying forgotten hardware, outdated firmware, and network segmentation issues that open dangerous pathways. Changing the GameThis depth of discovery enables security teams to prioritize the small subset of issues that pose the highest business risk, rather than drowning in thousands of low-impact findings. It also helps organizations rebuild their security programs from the ground up—ensuring that every device is accounted for, properly segmented, and monitored. Collaboration and CommunityMoore also shares his ongoing contributions to open source through Project Discovery, integrating and enhancing tools like the nuclei scanner to accelerate vulnerability detection for everyone—not just paying customers. The message is clear: if you want to close the gaps, you first need to know exactly where they are—and that requires a new level of visibility most teams have never had.Learn more about runZero: https://itspm.ag/runzero-5733Note: This story contains promotional content. Learn more.Guest: HD Moore, Founder and CEO of RunZero | On Linkedin: https://www.linkedin.com/in/hdmoore/ResourcesLearn more and catch more stories from runZero: https://www.itspmagazine.com/directory/runzeroAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

Taylor Swift and Travis Kelce's relationship was still only a fresh rumor in 2023, when State Farm brought together Travis' mother, Donna Kelce, and Jake from State Farm at an NFL game.On a new episode of The Big Impression, State Farm's Patty Morris dives into how the company quickly capitalized on the opportunity despite being risk-averse.  Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing,Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're diving into one of the most buzzworthy brand moments in recent memory when Jake from State Farm crashed the Taylor Swift NFL multiverse in a way only he could.Damian Fowler (00:20):Our guest is Patty Morris, head of brand at State Farm. Patty and her team turned a viral cultural moment into a strategic marketing win from the sidelines of an NFL game to the front lines of CTV social and beyond.Ilyse Liffreing (00:34):We're talking about that famous seat swap with Mama Kelsey, and then digging into why Jake keeps showing up in all the right places and how State Farm is rewriting the playbook on building a culturally fluent brand.Damian Fowler (00:47):So let's get into it. We're going to go back to the fall of 2023 when Taylor Swift shows up at a chiefs game and sits next to Mama Kelsey and days later, Jake from State Farm's. In that seat, could you take us behind the scenes and how the idea came together so quickly?Patty Morris (01:07):Okay. Well first let me just back us up a little bit. Okay. State Farm is 103 year old, brand 103, so we have certain ways of doing things,Ilyse Liffreing (01:19):A lot of legacy there right?Patty Morris (01:19):Yes. A lot of legacy we, I think, have been successful as marketers and done a lot of great things over the decades, but we have a way of doing things and you can imagine we're an insurance company, we're risk averse, all of those things. I would just say knowing that context, how do you get from that to an agency calling you on a Friday night and saying, we have this big idea and we think you need to execute it, and it's in about 40 hours. And also it's on probably one of the biggest stages there is, and you say yes to that of course, but how do you get from A to BI think is your question. How did you make that happen? And I would just say a couple of things. One, you have to set the right conditions so that you are part of the cultural Lex Conna in a way that those opportunities come to you. And I think we had done that over time with Jake from State Farm, being really methodical about that and getting him out there in a way that people want to see him and in a way that is a best representation of our brand and allows us to be in cultural places that we otherwise couldn't without that physical brand asset.Damian Fowler (02:30):I mean, everyone obviously wanted to be part of that moment, and it's interesting that you bring up the fact that State Farm is risk averse, and yet you made it in it into that moment. Why was your connection to the Kelsey family and Jake's cultural capital so critical to making it land?Patty Morris (02:47):Yeah, I mean, I think the other context in the background around a moment like that is we've spent a long time over a decade really working to be endemic in the football landscape. Whether it was our longstanding campaign with Aaron Rogers and now Patrick Mahomes, we had brought Travis Kelsey into our football creative for the season and he was part of that work. If you remember, the Mahomes and Otto commercial was the best bundle in the league.Damian Fowler (03:15):Oh yeah, yeah, I do remember.Patty Morris (03:16):So we had all of those things working together, plus all the work we had done to make Jake from State Farm who he is, and you get this lightning moment where you have the right to be there because you have Jake and people love him, and he's a physical manifestation of an intangible product that you can put in these environments. We've built a brand that's endemic in football and is recognized in that space and just I think hats off to the creative mindset at maximum effort for calling us and saying, we think this could be a really great joyful cultural moment. And not many people could go sit in that seat next to Mama Kelsey the week after, but we think fans will love this and risk averse or not. When you hear an idea like that and you are able to put your brand in a position like that, you say yes. And if there's anybody that understands maximizing a cultural moment and doing it in the right way, I think it's maximum effort. So you trust them in that moment to do that with you. And man, we did it very quickly.Ilyse Liffreing (04:23):Very cool. Yeah, no, I know. I was just going to say it was very fast. The timing was impeccable.Patty Morris (04:30):Yeah, I think a week later it wouldn't haveIlyse Liffreing (04:32):Landed. No,Patty Morris (04:33):I agree. It had to be that weekend and just the next cultural beat right after that, and I think it really surprised people and added value to what they were seeing and during the game and just a really joyful way.Ilyse Liffreing (04:46):How quickly did it come together after the idea came into,Patty Morris (04:50):They called us on a Friday night and after a long week, a busy week said, Hey, we have this idea, but we have to make it happen on Sunday, or we don't think it'll work. And we said, we agree, but oh my gosh, how are we going to make this happen by Sunday? And so of course their next call is Jake from State Farm, are you busy? Can you be there? Can you get to New York overnight? Basically. And the actor that plays Jake, Kevin Miles is such a great partner,(05:21):He gets that call and says, what's the idea? And we tell him and he is like, well, we have to do it, we have to do that. We think so too. And he's like, then yes, I'll get there. I'll be there. So Friday night to, I can't remember what time the game was on Sunday, but wow, it was very fast and we're not used to moving that fast. That was an effort for us, but a really important moment. And I think in tipping point where we started to build some muscle around being able to capitalize on those kind of moments.Ilyse Liffreing (05:50):How long would you say campaigns usually take to come together toPatty Morris (05:54):PrepareIlyse Liffreing (05:54):A little bit?Patty Morris (05:55):It depends, right? It depends. Sometimes you plan something out and you're building something big. You do that really methodically and strategically, and it takes a while. Sometimes you're doing something that is a smaller scale and you can do that faster. But these types of things are really, we call 'em lightning in a bottle moment when it has to be, the specific parameters have to be exactly right. The stars have to align, and you have to be able to do that quickly. And so we try to work with our teams to be doing the long-term things, but also have the capacity to be able to turn and burn on a great idea when we see it. And I think that's why we've been able to hop into these cultural moments and punch above our weight as a brand because they're not paid moments, they're cultural moments that get a lot of earned attention, and that can be really powerful. Very cool.Damian Fowler (06:44):So beyond that moment, then you've got that, you capture that lining moment, then what do you do and how do you make it, you channel the cultural impact of that moment across the different channels going forward to maximize it?Patty Morris (07:00):First thing you do is celebrate, right? You took a risk and it landed and it paid off. And it's important to celebrate that because it can be really scary, right? I'm sure we've got this really precious, iconic brand in our hands. We've got this really precious asset in Jake from State Farm that we've worked so hard to build. And you take a risk like that. I think it's just important to celebrate when you make the right decisions and you're able to do it quickly. But we talk a lot about an equation that we have at State Farm, and it's a shift that we've made. We of course care about how many impressions we get. We of course care about our cost pers, right? All the things that we marketers have to care about and do care about. We try to focus on putting things through a lens, especially things like this through the lens of reach times engagement equals attention.(07:50):So when you get this sort of lightning moment, it's just a cultural moment that everybody's already paying attention to and you sort of are able to insert yourself into it. We have a lot of great partners that we work with, media partners, and we endemic in that football space. We knew everybody was going to look at that moment. We didn't really have to do a lot. We just had to put Jake from State Farm in the seat and everybody's attention turned to it, and it created its own 360 moment in its own way. And so the earned potential you get from that, the attention, that attention metric, syndicated headlines, engagement in social, everybody talking about it on replays and highlights, it's priceless. It's priceless. So I would say a lot of things, we have to work really hard to spread it across channels and make it 360. This was really just a matter of setting up the moment and then letting it do its thing.Ilyse Liffreing (08:46):How do you think about where Jake will show up next?Patty Morris (08:50):We actually try to be really disciplined about this. He is that physical manifestation of the promise that we sell in insurance and the relationship that we sell. And so I think the first criteria is, is it authentic to the brand and how we want him to show up, and is it demonstrating relationship and connection in the right way, and is it true to our values wherever he's going to show up? The reality also is he is one human being, so we have to manage his calendar appropriately. And Jake's a busy guy, very busy guy. He is an influencer in his own right. He's got 1.4 million followers on TikTok. The TikTok job alone is a lot. So we're pretty choiceful about where and when he shows up. So it's got to be the right fit. It's got to be an opportunity for us to really demonstrate that physical connection and we got to work it into the calendar. Yeah,Ilyse Liffreing (09:45):That's funny. So I would love to then now dig into some of your takeaways from that campaign. Were there any results, like reactions that you saw from the mom and Kelsey moment maybe in terms of brand lift or broader cultural impact?Patty Morris (10:01):Yeah, I mean, I think part of what has catapulted this branded asset into the cultural space in a way that just honestly, it's hard to measure. So of course we look at individual campaign metrics. Do we see brand lift in the body of commercial work that we put out? But in a case like this, it's harder to measure. So I think we mentioned the earned and the billions of impressions that created the engagement and the chatter online and all of that. But it's really all of those metrics combined with some of the intangibles. It's like when it comes to Jake from State Farm or our brand, we're constantly testing those assets for familiarity. So recognition and relevance, and we do it two or three times a year. And so we can see where he plots on that compared to our competitors and compared to our rest of our assets, we've got six, seven really important assets that are really familiar and we've worked really hard to build. Most brands are happy and lucky to have one or two. We've got seven of them.Damian Fowler (11:04):SoPatty Morris (11:05):That's a metric that we look at too, to say is what we're doing collectively and in cases like the Mama Kelsey moment, pushing those assets into higher recognition and higher relevance and uniqueness for our brand. And those are the metrics that we're looking at.Damian Fowler (11:22):I also want to ask you, what did you learn about your audience after the appearance and the way they engaged with Jake in that moment?Patty Morris (11:31):It's such a phenomenon to me that this character can be in a lot of different cultural places and be accepted. So we didn't know if you go sit him next to Mama Kelsey after a Taylor Swift moment, people are going to love it or they're going to hate it. It's not one of those things that maybe no one will notice and we'll just see. It's a big swing.(11:57):So I think we learned from fans that he is welcome in those cultural moments, and so that got us to have a little more confidence routes around some of the decisions we've made since then. So when you see him at Bravocon, you see him at TwitchCon, you see him at Coachella, and we do an exclusive drop with Travis Scott. And the reaction to him in those places, whether it's online and in social and how people comment and engage about it or in real life, is actually overwhelming. So many people will come up to us or we'll approach Jake, who are my kids love you. My kids won't stop talking about you. And even young kids, Jake from State Farm, they want their picture with him. So I think we've learned over time that he does have this universal appeal, and he's welcome. He's loved in these places, and so you're able to add value to people's experiences and to some of this context in a way that you just wouldn't expect from an insurance company.Ilyse Liffreing (12:55):So Jake obviously has become much more than a spokesperson. He's a TV personality at this point, and he's a spokes influencer as well.Damian Fowler (13:05):Spokes spoke.Ilyse Liffreing (13:07):Spoke.Damian Fowler (13:08):IIlyse Liffreing (13:08):Liked it. Okay. Say that three times. We need to redo this.Damian Fowler (13:11):No, no, it was good. I think it was good, the interaction. That was good.Ilyse Liffreing (13:14):Okay. The spoke flu? Yes. If you'll, I think you coined that perhaps. Maybe we did. Maybe we did maybe. But he has permission to show up anywhere, basically. How did you build that kind of brand equity?Patty Morris (13:30):I think it's a thousand little things over a long period of time. Original Jake from State Farm, that commercial was in 2011, right? So you've got a long history of equity in 2019. We recast that role and we're very specific about how we wanted to bring that to life. So I think it's been many things over a long period of time. But also I would say especially in some of these more recent cultural things, we test in small places. We test smaller things, we build competence, and then we try the next thing and you can see the reception to it. And I would say the other thing that stands out to people are his clothes. So red and khaki and his kind of uniform that he wears has also become pretty recognizable, and people talk about that a lot. And we take a lot of care in how he dresses and how he shows up.(14:23):So naturally we talk a little bit about apparel and fashion places and could he be accepted in that area and we can connect with a totally different audience that otherwise again, would not be connecting with insurance maybe. And so we test into small places. You wouldn't say, let's have Jake show up at the Met Gala right out of the gate you would say, where can we try a couple of places? So we work with gq, we send him to Vogue World and just see how does it go? He does a whole behind the scenes content series around it. He shows up there and fans loved it. They're so excited for him. They feel like he's their friend and they're just excited to see how he's moving through the world and everybody's cheering for him, rooting for him. I think you try in small places and you test in small places, you build confidence so that you can say yes to the big swings and you can just kind of know in your gut when that's right.Damian Fowler (15:15):Are you able to connect that recognition, that brand equity to business outcomes? I know people say, oh, there's Jake, in terms of actual business impact.Patty Morris (15:25):Yeah, of course. We're looking at brand awareness, especially with younger audiences. And like I said, Jake is universally loved. We're working hard to make sure we're relatable and relevant with younger audiences, especially in these big cultural moments. And we see our awareness scores being at the top of our category. We see our consideration scores and the trend of improvement over the last five, six years as we've really put Jake forward in this way and become really consistent about it. And there's also sort of the offline pieces of that, and you look at how people are talking about him online and the conversation and the performance on his TikTok and the brand lift that comes from that. So absolutely, we wouldn't be doing this if we didn't think it had profound business value. And I think we cracked the code a little bit on how to do it in a way that isn't a caricature or a mascot. It's this in-between version of it can really have a personal connection with consumers either digitally or commercially or in real life. And I think that's special about it.Damian Fowler (16:28):We're talking about maximizing impact, especially around new channels. Are there any that you are looking at in particular? Like CTV?Patty Morris (16:35):Yeah, in CTV streaming, just the collapsing of the funnel is how we talk about it. Where in a lot of these streaming environments, you're really able to pull people through an experience in a way that you couldn't before. So the connected piece of that, the data that surrounds that and how you actually make that work from a customer experience perspective in a way that can pull people through, not just from seeing your ad, but actually considering you and able to take an action in that moment is really exciting. So we are experimenting with a lot of different things and a lot of different partners. We did some really great work last year with Amazon and Thursday night football. So that to me is a super exciting area and one that I think marketers are going to be able to show results from in a way that we just haven't before, all across the funnel, which is super exciting.Ilyse Liffreing (17:27):It's hard for a lot of brands, especially legacy brands, to be so nimble and quick with their brand spokesperson. What would you say to marketers who are hesitant to take those kind of risks?Patty Morris (17:40):I would say know the places where you have to be vigilant about your brand and know the places where you can turn over your pen a little bit. And I think that's especially true just with the rise of creators and creators and influencers as a very important media channel. We've been talking about that a lot this week here and can around how brands work with creators and the partnership that you have to have because it can feel really uncomfortable as a brand to turn over your very precious thing to creators, but they know their audiences bestIlyse Liffreing (18:16):AndPatty Morris (18:16):They know what's going to work. And so it can feel scary, but you kind of have to turn over the reins a little bit and let them work and create with your brand in a way that's going to be relevant to consumers and their audiences. And so I think that is true in this context as well.Damian Fowler (18:32):To pull off a move like this, a brand has to move fast. And I'm curious just to hear from inside as it were, what structures or ways of working at State Farm made you capable first off of pulling something like this off, and then maybe what have you learned from it as a company?Patty Morris (18:47):Yeah, again, being 103, it's hard. We've got set ways of working and we have legal and compliance teams, and those are very real parameters that as a marketer you have to pay attention to. But culture waits for no one. Culture just keeps on moving. And if you really are going to capitalize on these moments as they happen, you have to be nimble in new ways. And I think it's just have the discussions, get on the phone, talk through it, is it the right thing at the right time? And is it worth taking some calculated risk because the benefit to the brand and the business is going to be strong enough to outweigh the risk. And there's no way you can do that or know that without just rolling up your sleeves and hashing through it with your team and making the best decisions you can for your brand.(19:31):And if you get it right, it can be a gold mine. If you get it wrong, it can really be hard. So I think that it is difficult and it's stressful, but for us, mama Kelsey moment was probably a tipping point where we said we have to recognize and be able to act quickly and nimbly when that makes sense. Not all the time that would be chaos, but when it makes sense and do it in a way that's going to be acceptable to our organization and feel good about that, but also in a way that is going to allow us not just to react to moments, but be moment makers. So I think we've moved on from that moment to do that in different spaces, and it's been great for the brand. That'sIlyse Liffreing (20:11):Wonderful. That was great. Now we have some rapid fire questions forPatty Morris (20:14):You. Okay. Okay.Ilyse Liffreing (20:17):So first one is a question that is a popular one for this podcast. What are you obsessed with figuring out right now?Patty Morris (20:26):Oh, so many obsessions. My biggest one right now is organic search and really just understanding how that's going to move and change with AI and generative AI and what that means for brands and how you need to show up. That landscape is changing and it's so critical to adapt to what really is consumer behavior, adapting to the consumer behavior in a way that is going to make sure we're showing up in the right places in the right ways. And it's probably one of the biggest places that I can see right now that is changing rapidly and significantly. So we're really working hard to make sure we're on top of that.Ilyse Liffreing (21:04):Yeah. On that note, are there other ways you are already using AI or experimenting with that?Patty Morris (21:10):Yeah, I mean, it's such an exciting time to be a marketer and also a little bit unsettling. And so I think like many others, we're experimenting in certain places. We've been using AI through certain things for a while, but there are other areas where we're really just experimenting. So probably the biggest is content scaling. How do you responsibly use AI to create content at scale and do that in the right way, in a compliant way? Because the unlock there is just exponential connection with consumers and personalized connection with consumers, and it has the potential to free up capacity of teams and agencies to do other things, more things, different things, which is really exciting, but we're also very focused on doing that responsibly.Ilyse Liffreing (21:59):Would you use it with Jake since the schedule is so packed?Patty Morris (22:04):That's a good question. No, not yet. Not yet. Jake. The beauty of Jake is he's a real person, and that's one of the core tenets of what we all love about him. I think we'll keep it that way for now. That's a good answer.Damian Fowler (22:18):Okay. So next, what's missing from the market from your point of view?Patty Morris (22:24):This week has been so interesting and inspirational. For me personally, and this might be a little bit weird, but my biggest takeaway from this week is making sure we're asking ourselves what are we trying to make people feel? I think as a marketer, you can just get really wrapped up in a lot of quantity over quality, and if there's anything we see here in can, it is definitely quality work from all over the world, and it's actually quite humbling and inspiring at the same time. My big takeaway and what I think might be missing is making sure we're trying to make people feel something about our brand. It's the most powerful thing you could do, I think, to move someone towards your products. And I think the balance of let's get everything done and let's get everything out there with are we making something of quality that's really going to create a consumer emotion and connect is something I'll be taking back to my team and something that I think is missing from the market.Ilyse Liffreing (23:27):Amazing. If Jake from State Farm could pop up anywhere next with zero constraints, where would you send him?Patty Morris (23:35):I would send him to my family reunion. So they will stop asking to meet Jake from State Farm. I get the question all the time, and yeah, everybody wants to meet Jake, which I love. Or you know what? Maybe I would send her to the future so he could tell us how all this is going toIlyse Liffreing (23:54):ShakePatty Morris (23:54):Out. That'd be pretty cool. Very cool. That'd be awesome.Damian Fowler (24:00):And that's it for this edition of The Big Impression.Ilyse Liffreing (24:03):This show is produced by Molten Hart. Our theme is by love and caliber, and our associate producer is Sydney Cairns.Damian Fowler (24:09):And remember,Patty Morris (24:11):Reach times engagement equals attention. Culture waits for no one.Damian Fowler (24:16):I'm Damian and(24:18):We'll see you next time. 

Delve into the strategic interplay where one party's gain equals another's loss. This episode explores risk, insurance decisions, and how zero-sum dynamics influence consumer behavior and market strategies. Keywords: zero sum games, insurance behavioral economics, risk management psychology, decision-making under uncertainty, game theory marketing Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

At Black Hat USA 2025, Danny Jenkins, CEO of ThreatLocker, shares how his team is proving that effective cybersecurity doesn't have to be overly complex. The conversation centers on a straightforward yet powerful principle: security should be simple enough to implement quickly and consistently, while still addressing the evolving needs of diverse organizations.Jenkins emphasizes that the industry has moved beyond selling “magic” solutions that promise to find every threat. Instead, customers are demanding tangible results—tools that block threats by default, simplify approvals, and make exceptions easy to manage. ThreatLocker's platform is built on this premise, enabling over 54,000 organizations worldwide to maintain a secure environment without slowing business operations.A highlight from the event is ThreatLocker's Defense Against Configurations (DAC) module. This feature performs 170 daily checks on every endpoint, aligning them with compliance frameworks like NIST and FedRAMP. It not only detects misconfigurations but also explains why they matter and how to fix them. Jenkins admits the tool even revealed gaps in ThreatLocker's own environment—issues that were resolved in minutes—proving its practical value.The discussion also touches on the company's recent FedRAMP authorization process, a rigorous journey that validates both the product's and the company's security maturity. For federal agencies and contractors, this means faster compliance with CMMC and NIST requirements. For commercial clients, it's an assurance that they're working with a partner whose internal security practices meet some of the highest standards in the industry.As ThreatLocker expands its integrations and modules, Jenkins stresses that simplicity remains the guiding principle. This is achieved through constant engagement with customers—at trade shows, in the field, and within the company's own managed services operations. By actively using their own products at scale, the team identifies friction points and smooths them out before customers encounter them.In short, the message from the booth at Black Hat is clear: effective security comes from strong fundamentals, simplified management, and a relentless focus on the user experience.Learn more about ThreatLocker: https://itspm.ag/threatlocker-r974Note: This story contains promotional content. Learn more.Guest: Danny Jenkins, CEO of ThreatLocker | On LinkedIn | https://www.linkedin.com/in/dannyjenkinscyber/ResourcesLearn more and catch more stories from ThreatLocker: https://www.itspmagazine.com/directory/threatlockerLearn more and catch more stories from our Black Hat USA 2025 coverage: https://www.itspmagazine.com/bhusa25Learn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

In today's connected world, corporate executives and board members live in a digital space that extends far beyond their company's networks. Chris Pierson, CEO and Founder of BlackCloak, explains how protecting leaders requires more than traditional enterprise security—it calls for securing their personal digital lives.The threat landscape for high-profile individuals includes everything from compromised personal email accounts and hacked home networks to deepfake attacks and targeted identity theft. These risks not only threaten the individual but can cause significant financial and reputational damage to the companies they represent.BlackCloak addresses this by providing digital executive protection—securing executives, their families, and their homes with a blend of technology, privacy measures, and concierge-level service. This includes monitoring and removing data from brokers, detecting threats in the dark web, safeguarding home IoT devices, and even protecting yachts, jets, and vacation properties. The company also acts as an on-call cybersecurity and privacy advisor 24/7/365.A key component is the BlackCloak app, which serves as a security dashboard and communication hub. Through it, clients can see privacy risks being addressed in real time, receive alerts, and contact their dedicated concierge team. Behind the scenes, deception networks and active monitoring provide an extra layer of defense.Pierson highlights the growing convergence of cyber and physical threats. High-profile attacks and incidents in recent years underscore the importance of integrating cybersecurity with physical security, particularly for executives who are constantly in the public eye. With AI accelerating both the speed and sophistication of attacks, organizations need to consider a holistic approach—protecting not only networks and devices but the digital personas of their people.Ultimately, Pierson sees this as part of a broader shift toward making security a lifestyle component for executives, much like comprehensive healthcare benefits. It's about creating an always-on layer of protection that travels with them—whether they're in the office, at home, or halfway around the world.Learn more about BlackCloak: https://itspm.ag/itspbcwebNote: This story contains promotional content.Learn more.Guest:Chris Pierson, Founder & CEO, BlackCloak | https://www.linkedin.com/in/drchristopherpierson/Hosts:Sean Martin, Co-Founder at ITSPmagazine | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder at ITSPmagazine | Website: https://www.marcociappelli.com______________________ResourcesLearn more and catch more stories from BlackCloak: https://www.itspmagazine.com/directory/blackcloakLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-storyKeywords: Black Hat 2025, zero trust security, cybersecurity conference, ThreatLocker, default deny strategy, endpoint protection, application control, threat detection, enterprise security, network security, cybersecurity solutions, security automation, malware prevention, cyber threats, information security, security platform, Black Hat USA, cybersecurity innovation, managed detection response, security operations

At Black Hat USA 2025, Rupesh Chokshi, Senior Vice President and General Manager at Akamai Technologies, connected with ITSPmagazine's Sean Martin to discuss the dual realities shaping enterprise AI adoption—tremendous opportunity and significant risk.AI is driving a seismic transformation in business operations, with executive teams rapidly deploying proof-of-concept projects to capture competitive advantage. Yet, as Chokshi notes, many of these initiatives race ahead without fully integrating security teams into the process. While budgets for AI are expanding, funding for AI-specific security measures often lags behind, leaving organizations exposed.One of the most pressing concerns is the rise of AI bots—Akamai observes 150 billion such bots traversing networks daily. These bots scrape valuable digital content, train models on it, and, in some cases, replace direct customer interactions with summarized answers. The result? Lost marketing leads, disrupted sales funnels, and even manipulated product recommendations—all without traditional “breach” indicators.This is not just a security problem; it's a business continuity challenge. Organizations must develop strategies to block or manage scraping, including commercial agreements for content usage. Beyond this, the proliferation of conversational AI agents—whether for booking tickets, providing mortgage information, or recommending products—introduces new attack surfaces. Threat actors exploit prompt injections, jailbreaks, and code execution vulnerabilities to compromise these interfaces, risking both customer trust and brand reputation.Akamai's response includes capabilities such as Firewall for AI, providing in-line visibility and control over AI-driven sessions, and bot mitigation technologies that protect high-value content. By offering real-time threat intelligence tailored to customer environments, Akamai helps enterprises maintain agility without sacrificing protection.Chokshi's call to action is clear: every company is now an AI company, and security must be embedded from the outset. Boards should view security not as a budget line item, but as the foundation for innovation velocity, brand integrity, and long-term competitiveness.Learn more about Akamai: https://itspm.ag/akamailbwcNote: This story contains promotional content. Learn more.Guests:Rupesh Chokshi, SVP & General Manager, Application Security, Akamai | https://www.linkedin.com/in/rupeshchokshi/Hosts:Sean Martin, Co-Founder at ITSPmagazine | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder at ITSPmagazine | Website: https://www.marcociappelli.com______________________ResourcesLearn more and catch more stories from Akamai: https://www.itspmagazine.com/directory/akamaiLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

This special teaser episode of Behavioral Economics in Marketing revisits the powerful and deeply personal Season 5: Lessons from the Fire — a series born from the devastating Colorado wildfire that changed my life and inspired new ways to see decision-making, risk, and resilience through the lens of behavioral economics. We highlight two of the most compelling episodes from that season: Zero Sum Games and Insurance — where we unpack why insurance, while rooted in zero-sum logic, plays such a vital role in managing risk and restoring peace of mind. Social Status and Zero-Sum Branding: Why Luxury Thrives on Exclusion — a fresh companion episode exploring how brands like Hermès and Supreme tap into scarcity and status to drive aspirational behavior and exclusivity. This teaser sets up a deep dive into how zero-sum thinking influences both consumer behavior and marketing strategy — whether it's about protecting your future or elevating your image.

In this episode we: Talk about Big Brand marketing and why to ignore it! Listener mailbag - we help 2 businesses with growth.   (NEW) Podcast Video version: (youtube) https://youtu.be/b-TKMHGjtTk?si=l06H4jMsCrCQsPin   2) Give you 3 Hero marketing tactics   3) And put anyone on blast who recommends studying big billion $$$ brands (waste of time)   https://dentco.us https://instagram.com/dentcopdr

Sick of trade shows that cost a fortune but never drive real pipeline? If your events strategy feels more like a brand awareness play than a revenue engine, this episode will help you flip the script. In this episode of Revenue Boost: A Marketing Podcast titled “B2B Events That Close Deals: Strategies for Relationship-First Growth,” host Kerry Curran sits down with Meghan Lavin, VP of Marketing at Choreograph. With 15 years of experience leading events, content, and field strategy, Meghan shares how B2B marketers can drive measurable impact through smart, strategic event planning. She pulls back the curtain on what really works—beyond the booth: How to set goals and budgets that align with sales cycles and AOV What to ask for when negotiating sponsorships (and what not to sign) Creative ways to build hosted events that convert, even with limited budget How to train event staff so your booth doesn't fumble the first impression The power of post-event follow-up and content to keep relationships warm

Over the last year and a half, I completely transformed my social media strategy from sales-first to brand-first marketing. The results have been incredible: increased reach, higher conversion rates, better engagement, and more qualified leads across every metric I track. In today's episode, I'm breaking down exactly how I made this shift and why it's been a game-changer for my seven-figure creative agency. If you're tired of your social media feeling like a constant sales pitch that's not converting, or if you notice your engagement drops every time you launch, this episode is for you. I'm sharing the 5 specific problems I discovered with sales-first marketing.  Plus, I'm walking you through my exact framework for transitioning your audience without confusing them or tanking your sales. You'll learn how to retrain both the platform algorithm and your audience to expect something different from you, why storytelling sells better than direct pitches, and how to make your social media feel exclusive while moving conversions to email, podcasts, or other channels where people are actually ready to buy. The best part? Social media gets to feel fun and creative again instead of something you have to do to make money. In this episode, we're chatting about: • The 5 problems with sales-first marketing • Brand-first marketing framework  • The transition strategy  • Platform exclusivity method  Connect with me:  Website Join our email list! Instagram Pinterest Get creative support to turn your content into sales before, during and after your launches. From content classes to learn new campaign marketing skills, to custom designed assets completely done for you, we've thought of it all inside Sales Studio. Join today: https://highflierpowerhouse.com/retainer  Get the photoshoot, website, and content strategy you need to increase your business revenue and reputation. Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

What if the secret to better marketing isn't who your customer is — but how they think? In this episode of the Behavioral Economics in Marketing podcast, we explore how dual process theory — the idea that people make decisions using either fast, emotional (System 1) or slow, rational (System 2) thinking — can revolutionize your personalization and behavioral segmentation strategy. You'll learn how to identify which cognitive mode your audience is operating in and tailor your messaging, UX, and content to align with their mindset. Whether it's quick impulse buys or high-consideration purchases, we break down actionable tactics for reaching both System 1 and System 2 customers at the right time, with the right message. From ecommerce UX to digital ads, from loyalty programs to in-store experiences, discover how understanding thinking styles can help you boost engagement, improve targeting, and influence decisions more effectively. Keywords: dual process theory, System 1 and System 2, personalization strategy, behavioral segmentation, customer experience design, fast vs slow thinking, behavioral targeting, marketing psychology, decision-making science, intuitive vs rational behavior Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

Episode 360: Crafting the Perfect Elevator Pitch for Your Business You're at a conference. Someone turns to you and asks, “So, what do you do?” Do you have a killer answer ready? In this episode of the Small Business Made Simple Podcast, I'm diving into how to craft a powerful elevator pitch that's memorable, impactful and makes your dream client say, “Tell me more!” Whether you're heading to a networking event, meeting a new collaborator, or (hint hint) coming along to the 2025 Social Media and Marketing Conference on 29th August, having a pitch that rolls off your tongue with confidence is a must. We'll cover: What makes a pitch persuasive (without sounding salesy) The secret sauce to being memorable and clear Why your elevator pitch isn't “one and done” And a few fun examples, including my own! Plus, I'm throwing you a challenge—create your own pitch and tag me on social. I'll reshare my favourites!

Thanks to our Partners, Shop Boss and AppFueledWhen it comes to community involvement, some shops talk about it and others just do it. In this episode, I sit down with Chris Luoma, third-generation owner of Jerry's Automotive in Lansing, Michigan, to talk about what it looks like to give back with heart.From car giveaways to Toys for Tots, Chris shares how giving back has become more than just a marketing tactic; it's part of his shop's DNA. We talk about the humble beginnings of this family-run business, what inspired their vehicle donation program, and how they've given away five cars (and counting) to people who truly needed a hand up.Chris walks us through the process of acquiring and fixing the vehicles, how they choose recipients, what the response has been like, and how it's created a stronger bond between his shop and the community. You'll also hear how local news coverage, Facebook engagement, and a little creativity have helped grow their reach, without needing a huge marketing budget.This episode isn't just about cars. It's about impact. It's about showing up for your town, doing something that matters, and watching how it all comes back to you in ways you can't always track but can always feelThis episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.How To Get In Touch With the GuestChris LuomaJerry's AutomotiveLagniappe (Books, Links, Other Podcasts, etc)News Coverage of Vehicle GiveawayShow Notes with TimestampsIntroduction and Guest Welcome (00:00:10) Brian introduces Chris Loma, outlines the episode's focus on community involvement and vehicle giveaways.Shop History and Legacy (00:02:26) Chris shares Jeffries Automotive's 55+ year history, family ownership, and shop evolution.Long-Term Staff and Team (00:03:59) Discussion about long-term employees, technician shortage, and the value of a strong team.Origins of Community Involvement (00:04:41) Chris explains how giving back became a core value, inspired by his grandfather's philosophy.Charitable Activities Overview (00:05:30) Overview of shop's charitable work: Toys for Tots, veterans, VFW, and car giveaways.Shop Decor and Local Identity (00:06:01) Conversation about the shop's old trucks, their use in community events, and as shop decor.Choosing Causes to Support (00:07:02) Chris discusses how they select which causes to support and the challenges of choosing recipients.Other Community Involvement (00:08:03) Support for local VFW, Little League, high school sports, churches, and plans for more involvement.ROI and Motivation for Giving Back (00:09:24) Brian and Chris discuss the intangible returns of community involvement versus trackable ROI.Sponsor Messages (00:11:46) Mid-episode sponsor advertisements for Shop Boss and App Fueled.Vehicle...

In this episode of The Big Impression, Kelly breaks down how Diageo is turning tequila into a global cultural force. One standout example: a six-city collaboration with DJ and fashion icon Peggy Gou that combined out-of-home, merch drops, pop-up events and hyperlocal storytelling. From a Hong Kong hot pot party to a Milan piazza activation, every detail was designed to blur the line between brand and experience.  Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:08):Today we're talking about how one of the fastest growing categories in the spirits industry, tequila and mezcal, is being shaped by culture, identity, and global consumer trends.Damian Fowler (00:20):Our guest is Sophie Kelly, SVP of Global Tequila and Mezcal Categories. At Diageo, she's leading the strategy behind some of the world's most iconic tequila brands, helping Diageo navigate its growth, changing cultural expectations, and the new ways consumers connect with celebration.Ilyse Liffreing (00:39):We'll talk about how Diageo is bouncing global scale with local storytelling, and in short, how tequila has become a cultural force beyond just the shot glass.Damian Fowler (00:50):So let's get into it.Ilyse Liffreing (00:51):Diageo is no stranger to bold campaigns and really intersecting in today's culture. How does your latest work in the tequila and mezcal category continue that legacy? And with your latest campaigns, what was one core story or rather insight that you're trying to bring to life?Sophie Kelly (01:13):Our moment of consumption is normally when people are out socializing, trying to have the best times of their lives or celebrate a major moment in their life. So think birthdays, weddings,Ilyse Liffreing (01:25):Or even here atSophie Kelly (01:26):Can, even here at can, right festivals. So what is really important for us as we build our brands and think about how we go to market is that we are creating experiences for consumers to participate in. I think some of my favorite stuff across the category is on Don Julio. I mean, we launched a brand new product, 1942 Manys, which was a 50 ml supposed to allow people to access the luxury of 1942 at a better price point in a fun format. And we did that in the Oscars, right? But the most recent one, which I just adore and am still obsessed with and is still going, would be our cultural global collaboration with Peggy Goo. She is a number one DJ globally. She's also an icon in the fashion world, and she creates a load of fashion jewelry. We discovered her in Southeast Asia and she was a massive fan of 1942.(02:32):As marketers, we just started to ride along with her and gift her and be a part of her experience. So we approached her and said, any interest in creating a 1942 special limited edition with us? And she was blown away. She was like, yes, but can I design the product? Can I design the experience? Can it be global? Can it travel? Can it be teased? We said yes to all of the above. So we started off in Miami where we had an intimate party, but that intimate party probably had influences at it that had over a hundred thousand followers on Instagram. So we started to tease the collaboration, which was called the 1942 goo. And that's a really important element because we changed the logo of 1942 to be 1942 goo. We teased the campaign with outdoor and these events and we went from Miami to New York, to London to Milan and then to Seoul and then to Hong Kong. New York had a pop-up souvenir store in a car park. When we went to Milan, we did it in a piazza. When we went to London, we did it differently. When we were in Hong Kong, we did a hot pot pop-up. One of the most special parts of the experience was in Seoul, right in her home neighborhood and right next to where she was going to perform. And that was already up six weeks before it came. So we are teasing the drum roll in and the desire for people to be a part of this limited experience.Ilyse Liffreing (04:12):Now, I know you're talking a lot about out of home, but what were some of the other marketing channels that you leaned into for this campaign?Sophie Kelly (04:18):Everything in the popup was consumable or was collectible. So whether it was the key chains, whether it was the hats, whether it was her specifically designed scars, consumers could collect it, they could create content on it and they could share it broader. So then what started to happen was they were creating their own content. She was creating her own content and influencers within her sphere were creating their own content. And then there was the tease that we were moving to a new city. So that was creating a hype in that. So when you think about channel mix, it was digital, it was static, it was experiences, real life experiences, and most importantly, actions doing something, not just talking about it and then providing people with beautiful little artifacts that they could collect from the experiences to participate and create around.Damian Fowler (05:18):We want to get to what your takeaways are in a minute, but before that, I want to ask you, it is interesting when you watch the kind of trajectory of different spirits, it seems like tequila's having a serious moment right now. I mean, for example, in New York, just the other week I ordered a mezcal Negroni, it wasSophie Kelly (05:39):Amazing. 800 new craft brands have been launched into tequila in the last, I dunno, two years.Ilyse Liffreing (05:47):Wow, that is a lot.Sophie Kelly (05:47):So we are seeing a boom in tequila in the same way we saw in North American whiskeys in bourbon in the last five, six years and as a global business unit that I represent. So you are running the gamut of understanding the benefit of the experience of tequila, which is high-end tequilas that are incredibly versatile, that are suitable for multiple occasions and multiple drinks in a culture like the US to teaching people that tequila is no longer that bad shot you had in college. How do you educate? How do you train, how do you get these drinks into culture so that people choose them? Well, you got to have strong brands. You got to have the love of the bartender and the on-premise and you create the biggest rituals there beyond anywhere else, and they travel into the home and then you've got to pick up how consumers are interacting, right? So I'll give you a fun one. For example, we were in the ski fields and we observed that people were taking hot chocolates in shot glasses and then they were tipping the mini that I gave you, the 1942 mini into the top of the shot glass, and that was a serve. So we took that and we scaled it across the ski resorts, right? So from simple mixed drinks to sipping age liquids to fun novel rituals in clubs is how you really fuel what's going on.Damian Fowler (07:19):In terms of takeaways, do you have any kind of data points that show the growth and interest in this category?Sophie Kelly (07:26):It's the fastest growing spirits segment in the category right now and is forecasted to be that way for the next five years. So if you've got spirits running at about three or 4%, you've got tequila running at about six to 11%, which is kind of amazing. It's also very specific on its development. So if you look at the US, it's more developed. You look at Mexico, it's very developed and the rest of the world it's between five and 15% penetration. Give you a fun fact like whiskey and vodka is up around 36, 42 depending on the market. Yeah, too many people associated tequila with college shots. That is not the experience of tequila. It is playing across high energy. It's in the club, it's with the VIPs, it's with the celebrities, but it's also playing in casual connect moments and simple mixed drinks. So you're able to get into cocktail culture as well as simple mixed drinks. So I think that's a lot of the key to the growth we're seeing and just the versatility and the taste profiles.Damian Fowler (08:36):Now that the campaign's out there, you did hit on some of these obviously, but are there key signals and metrics that you look to on your dashboard? As it were,Sophie Kelly (08:45):Our consumers had watched over 190 days of content. We got up to 9 billion impressions, which is pretty extraordinary. And what I'd say is lots of chat about AI and is it going to take over. I think the beautiful combination of cultural collaboration with talent, the right kind of elements in the experience to create talkability and then utilizing tech from a generate insights about the communities and how we're going to combine them and what they need in the experience to also distribution, right? Taking the influencer content, taking the bartender content, taking the experience content and amplifying that out to further bigger audience was critical on distribution.Ilyse Liffreing (09:34):Sophie, can you tell me whether there is a market or a moment that delivered the most surprising engagement or maybe taught you something new out of this whole campaign?Sophie Kelly (09:46):One of the most surprising stats was just how many hours of content our consumers consumed on the campaign because it was so engaging, right? The other thing I'd say is as she traveled, she went into global duty free, she signed bottles, she met consumers, and that exploded as well. So I think one of the surprising things for us was this relationship started in Singapore and then we cultivated it and then we were able to scale it globally, but also make it extremely local to that market.Ilyse Liffreing (10:30):So Sophie, from your perspective, and here's your big impression here, how are those broader cultural shifts really influencing the way Diageo approaches brand building in the tequila and mescal space?Sophie Kelly (10:46):You must create experiences that allow what we like to talk about, which is accessible luxury for people to engage in. So when you think about this, we created the baby mini Peggy Goo bottles, which are 50 ml bottles, and you can access the taste of the experience. I mean, I think formatting is a really simple way of doing it. I think inviting people in to experiences at multiple layers and letting them access a world that they may have sought was out of reach is super important when you're creating experiences. And then I think giving them little artifacts from that to carry through that represent that something special that represents the experience they were able to engage in. IDamian Fowler (11:36):Want to ask you, this is a very important question. What new drinks around tequila are available now? Are you seeing pop up?Sophie Kelly (11:43):I think you said it, the Negroni, the espresso martini. We're even doing old fashions with tequila, and that is a real result of, versus people thinking about tequila as just blanco or mixed in a margarita. We have this huge explosion in aged tequilas, which are really sourcing from whiskey moments and rituals as well as kind of the versatility of tequila.Ilyse Liffreing (12:14):So Sophie, you've worked across several iconic brands. What's one lesson about cultural storytelling that stayed consistent throughout your career?Sophie Kelly (12:22):Work with people who love your brand. Listen to what's happening with your brand and culture, and then add to that, enhance the experience. Don't interrupt it and don't make it up and don't play where you don't have a right to play. Is there aIlyse Liffreing (12:37):Non Spirits brand that you admire right now for the way it connects with people emotionally or culturally?Sophie Kelly (12:45):Labubu. Have you seen these things? Oh yes. Yeah, they are little kind of monster icons that everybody is hanging off their bags. I just love it.Damian Fowler (12:53):A final question I think is what's your favorite drink?Sophie Kelly (13:00):You know what? I am a Don Julio or a Casamigos Reposado on rocks with a slice of orange. I love my 1942, but so they're mine.Damian Fowler (13:16):And that's it for this edition of The Big Impression.Ilyse Liffreing (13:18):This show is produced by Molten Hart. Our theme is by love and caliber, and our associate producer is Sydney Cairns.Damian Fowler (13:25):And remember,Sophie Kelly (13:27):Work with people who love your brand. Listen to what's happening with your branding culture, and then add to that, enhance the experience. Don't interrupt it and don't make it up and don't play where you don't have a right to play.Damian Fowler (13:41):I'm Damian and I'm Ilyse, and we'llSophie Kelly (13:43):See you next time. 

On August 19, Danny is teaming up with Matt Risinger to show you how to take control of your calendar, focus on what matters and block distractions in a sea of never ending notifications. Click here to save your spot at this free web class: https://trybta.com/CE-PM-AU2025To learn more about Breakthrough Academy, click here: https://trybta.com/EP229 Have you ever felt like you've hit a wall when it comes to marketing? You're not alone. You can't get someone to impulse buy a new deck, air conditioner, or new roof. Instead, you have to sell trust, reliability, and a rock-solid reputation. So why are most contractor and construction marketing strategies built like they're selling sneakers?Today, I'm joined by Ryan Chute, partner at Wizard of Ads and international sales strategist, to unpack how trades and home service pros can rewire their approach to brand, advertising, and messaging.You'll learn:How to create a brand message that actually sticks in your customer's mind so you can stand out from your competition The biggest branding mistake contractors make in their marketing strategies (and how to fix it)Why your “satisfaction guarantee” is uselessHow to improve your marketing with the right approach and boost lead generation00:00-Intro01:23-About Ryan and Wizard of Ads03:12-What's unique with contractors in marketing?10:32-The 2 ingredients of brand: empathy and competence14:56-How to identify your own powerful brand stories21:07-How to distribute your brand stories24:10-How to avoid messaging that misses the mark31:47-Using a North Star Promise in your marketing35:24-The case for returning to traditional media41:48-Getting the copy right46:07-Adapting and re-adapting your media mix51:34-Easy ways to level up your contractor marketing56:49-Quick win for contractor marketing

Unpack how fast, instinctive thinking and slow, reflective decision-making shape customer experiences. Understand how tailoring marketing to these thinking styles can optimize journeys and increase conversion rates. Keywords: dual process theory marketing, customer journey optimization, system 1 system 2 thinking, behavioral segmentation, consumer decision psychology Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

Governance, risk, and compliance (GRC) has long been burdened by heavy manual processes, slow assessments, and limited visibility. In this Brand Story episode, Sean Martin and Marco Ciappelli are joined by Anders Søborg, Co-Founder of Eve, and Mark Humphrey, who brings two decades of fraud and cybersecurity experience to the team. Together, they unpack how Eve is challenging traditional GRC tools by offering something entirely different: automation with evidence-based intelligence at its core.Anders shares how his experience as Chief Risk Officer and partner at major firms like Ernst & Young and PwC shaped Eve's mission. He describes a world where compliance doesn't have to mean complexity. Eve's AI engine evaluates more than a thousand controls in under 15 minutes—surpassing manual reviews that could take weeks—and goes a step further by offering recommendations, not just red flags.This isn't about replacing people. It's about helping overwhelmed compliance, risk, and audit teams regain control. Mark emphasizes how Eve operates like a true partner, delivering support with no ego and full transparency. Their approach combines deep regulatory knowledge, contextual AI agents trained on real-world frameworks, and a clear respect for data sovereignty and privacy—an essential requirement for global pharma, financial, and consulting clients already relying on the platform.More than a dashboard, Eve acts as an intelligent engine embedded into existing workflows via API, making it a natural complement—not a competitor—to existing GRC platforms. The platform is customizable, evidence-driven, and built with firsthand knowledge of what compliance professionals actually need: clear guidance, real-time answers, and fewer repetitive tasks.The episode leaves listeners with a compelling question: what if your compliance program could coach your team, reduce audit costs, and provide instant visibility—without sacrificing accuracy or control?Learn more about E-V-E GRC: https://itspm.ag/eve-grc-99Note: This story contains promotional content. Learn more.Guests:Anders Søborg, Co-founder, Director at E-V-E GRC | On LinkedIn: https://www.linkedin.com/in/anders-s%C3%B8borg-3826702/Mark Humphrey, Senior Sales and Channel Director EMEA at E-V-E GRC | On LinkedIn: https://www.linkedin.com/in/m-humphrey-mba-0020192b1/ResourcesRedefine Compliance. Unleash Your Potential with E-V-E GRC. Command Compliance: https://itspm.ag/e-v-e-i1mlLearn more and catch more stories from E-V-E GRC: https://www.itspmagazine.com/directory/evegrcLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

Trade shows and events are back!But most still miss the point. If you're not walking away with real relationships and revenue potential, you're doing it wrong.Hey there, I'm Kerry Curran—B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In this episode, Pipeline in Person: How Relationship-First Events Drive Real ROI, we're diving into how the smartest B2B brands are getting off the expo floor and into curated conversations that actually convert.I'm joined by Jon Whitfield, Chief Operating Officer at MediaPost, who has spent over 20 years perfecting the art of high-impact, face-to-face marketing. Jon isn't just running another event company—he's building a reputation for delivering summit experiences that sponsors rebook year after year because they drive pipeline, not just visibility.And here's the surprising truth: smaller, niche gatherings with the right ratio of buyers to sponsors consistently outperform massive trade shows—if you get the format right. Jon breaks down why most conferences fail to deliver ROI—and how to fix it.We cover:The one customer value metric sponsors should use to justify their spend How curated experiences like golf, axe throwing, and roundtables deepen buyer trust What brand-side marketers actually want from events in a post-remote world And how to build stronger sponsor-attendee matchmaking and content alignment Picture this: instead of awkward badge scans, you're having real conversations over dinner, sharing challenges in closed-door roundtables, and walking away with warm leads who already know, like, and trust you.Stay to the end, where Jon shares his one non-negotiable rule for evaluating event ROI—and how to spot a conference worth investing in before you spend a dollar.If you're investing in events this year, this episode is your edge.Hit follow, drop a rating, and share it with your field marketing or partnerships lead—because pipeline starts before the pitch.Let's go!Kerry Curran, RBMA (00:02.296):So welcome, Jon. Please introduce yourself and share your background and expertise.Jon Whitfield (00:07.832):Well, hello, Kerry. Thanks for having me on. My name is Jon Whitfield. I'm the Chief Operating Officer over at MediaPost. I've been there for a long time—I didn't realize you could be at a place for as long as 22 years. Apparently, there are other places you can work. I didn't know that. No one ever told me. I just learned that you can get other jobs at other places.Yeah, I've been at MediaPost for 22 years. I've seen a lot of things change over the years, and yeah, we're thrilled just to still be kicking and doing our thing.Kerry Curran, RBMA (00:46.176):Excellent. Well, I know you've become the expert at events, and in my own experience with MediaPost, you've curated a really valuable experience for both brands, attendees, and sponsors. I want to dive into your expertise and help marketers and sponsors get more out of their conferences—and really think about what that investment looks like.We're seeing more and more value put into face-to-face relationship-building and brand-building. Conferences offer that, right? Talk about how you've seen the industry evolve and what you're seeing today.Jon Whitfield (01:38.716):Yeah, I mean, it's funny. When I first started out in this business, you had real tentpole events—like the ad:techs and the SESs of the world—that had 300 exhibitors and thousands of attendees. These were real, large gatherings that happened several times a year. If you weren't at those—whether as an exhibitor or an attendee—you kind of didn't exist. It was like, “We've got to be there.”So in the early 2000s and through the first decade of the new millennium, those large shows were really commonplace and important.We participated not only as exhibitors but also by launching our own conference series called OMMA Global, which had a couple of thousand people, 150 exhibitors, and was a two-day, multi-track content event. It was a big lift. It wasn't easy to put together or manage.But after five or six years of doing that, we realized it was really difficult to go back to our sponsor pool and guarantee them the ROI they were looking for. Because with large events, you're not really in control of the experience. You're kind of leaving it to chance: maybe someone good stops by a booth, maybe there's a follow-up, maybe someone connects at the cocktail party, maybe someone attends the sponsored presentation.Sometimes you get four people in the room, sometimes 50—you're just not in control. Over time, we learned that the more control you have over the experience—and the more you're involved in it—the more satisfied everyone will be: sponsors, attendees, everyone.Kerry Curran, RBMA (03:28.800):Right.Jon Whitfield (04:15.984):Exactly. And so, we just evolved. You've still got the big tentpole events like CES that serve a purpose. But I don't know many people in advertising or marketing who come back from CES saying, “I got a ton of business from that.”You want to be seen there, like at Cannes. These large shows are viable, but as a business, we found we couldn't deliver on the experience we promised. That's why we transitioned to smaller settings, like our Summit Series.Kerry Curran, RBMA (05:15.244):Yeah, and I've been to a number of your events as well as the big shows. I agree—both as a sponsor and as an attendee—with the smaller, more niche, intimate events, relationship-building becomes much more organic. You're on the bus to dinner, at happy hour, or even horseback riding. There's so much more opportunity to build meaningful relationships.Jon Whitfield (05:46.884):Yeah, in a smaller setting, you really get to know people. It's almost like dating. They're testing you out, seeing how you are in different environments, and you're a direct reflection of the business you're there to represent.When the event ends, they have a pretty good sense of, “Do I want to work with this person?” Or maybe, “That didn't really work out.” You don't get that level of intimacy when you're just scanning badges at a big conference. You're not getting that.So we value time spent in different environments—not just in a conference room, but also on the bus, during a golf round, throwing axes, horseback riding, whatever it is. You really see people's true selves in those environments, and that translates into better business relationships. At least, that's what we think.Kerry Curran, RBMA (07:04.492):Yeah, no—and again, I've loved it. I often describe your events as almost like destination weddings. By the end of three days, you're best friends with everyone. You've cultivated a really unique culture within your events, where the sponsors all get to know each other, and everyone's been so willing to have conversations and learn from each other.Jon Whitfield (07:43.888):Absolutely. It's something we've tinkered with for years. It's never perfect. Things happen—weather, logistics—that can muddy things up. But if you have the basic formula down and you've tried it enough times, you can predict, “This is going to be a good one.”We've been doing our Email Summit for 19 years, twice a year. We've been doing our Performance Marketing Summit (formerly Search & Performance) for 19 years. These are tried-and-true programs.And I always ask our sponsors: What's a customer worth to you? What do we need to do to deliver not just one, but two, three, four customers? We want to knock it out of the park. If a customer is worth more than their investment, that's great—I can deliver that. But if the customer value is low and the investment is high, that's a math problem.So we work backward from that. How do we get each supporter to a place of success? That's how we approach it.Jon Whitfield (09:11.312):That's great—because I can deliver that. But if they're investing a ton and their customer value is very low, then there's a math problem, right? So it's about figuring out how we get those individuals who support our events to a place of success. That's how we approach it. We start kind of backward and move forward—and then do our best to deliver on the promise.Kerry Curran, RBMA (09:35.087):Yeah, no, that makes so much sense. And it's smart to think of it that way. Everyone needs ROI on their investments. So when you're talking to sponsors—say a new ad tech, martech, or agency reaches out and wants to sponsor—what are they usually looking for in a conference experience?Jon Whitfield (09:58.756):Well, it kind of depends on what the product is. Some of our sponsors have a more technical platform or need more time to explain their value—they might need a visual or demo. So they might want to sponsor a presentation where they get 10 minutes to show and educate everyone on who they are, what they do, and why they matter in the overall ecosystem.Others don't need that much time. They're like, “Here's what we do, here are a few of our customers, and we'd like to sponsor the brewery tour,” or “Let's take everyone on a cool boat ride.” It's more about creating a memorable experience and attaching your name to something we've built—where all boats rise. You mentioned competitors—at our events, sponsors often become frenemies. They all understand they're there for the same reason. So we keep it positive. Let's all try to win. There's no reason to make it awkward.So yeah, it really depends on what the sponsor is trying to achieve. We just recommend what we know works, based on years and years of doing these.Kerry Curran, RBMA (11:28.674):Yeah, and I like what you pointed out about branding and associating your brand with the audience. Especially in B2B, that's such a challenge. So many brands I talk to are focused on lower funnel—"I just need the sales"—but they forget their audience has to have heard of them and liked them first. The conference environment is a really effective and efficient way to do that.Jon Whitfield (11:59.534):Exactly. You also asked me earlier about how things have evolved over time—and, of course, we had this little thing called COVID in between. We were doing fine leading into it, but coming out of COVID was rough. We couldn't do in-person events, so we pivoted to virtual—Zoom events, video panels. They were fine for keeping the community connected, but nothing compares to in-person relationship-building.In 2021, 2022, and 2023, I'd start each show by asking the audience, “Raise your hand if this is your first summit.” A lot of hands would go up. Then I'd ask, “Are you still primarily working remotely?” And again—almost everyone raised their hands.And if I asked today, I'd still get a majority. So when we talk about the viability of events—how are you going to meet people if no one's in an office anymore? Are you going to go to their house? Meet at a local Starbucks? At some point, it lands back on events. And yeah, we've been fortunate to benefit from that shift.Kerry Curran, RBMA (13:15.752):Yeah.Jon Whitfield (13:25.592):I still think there's this broad shift away from full-time, in-office work. And that really emphasizes the value of in-person gatherings—big or small.Kerry Curran, RBMA (13:41.239):I completely agree. And vendors can't do lunch-and-learns like they used to, either—not if the agency or brand team is fully remote or just more dispersed. So conferences become a valuable way to introduce your brand, tease interest, and build toward a deeper sales conversation or demo.Now, we've talked about sponsors. But the other critical audience is the attendees. Your target audience is brand-side marketers across different industries and verticals. From their perspective, what are they looking for in a conference? What do they find at MediaPost?Jon Whitfield (14:41.604):When brands come together at our events, they're looking for like-minded individuals going through similar challenges. You might have someone who runs email for American Airlines sitting next to someone managing email for a restaurant chain—and they're facing the same problems.It might be deliverability. It might be creative. It might be open rates. That's just one example, but a lot of marketers want a platform where they can share ideas, collaborate, trade war stories, and ask questions—even what they think might be dumb questions—in a safe environment where they'll get real help and honest answers.So when they get back to the office on Monday, they're equipped with real insights and action items. That's the big thing.The sponsors—the vendors and platforms—provide the tools. They're the ones building solutions to help marketers do their jobs better.I always say this at our conferences: MediaPost doesn't really provide a takeaway in the traditional sense—no binders, no decks. The takeaway is the connection. It's the chance to meet tech solution providers who are working hard to make marketers' lives easier and more effective.We create the space for those connections to happen—in an intimate way, where people can really spend time together, share ideas, riff off each other, and see where it goes.I think that's what our buyers—the marketers—really want. And here's the thing: they get calls all the time from our sponsors before the event and they never answer the phone. They're busy people. But then they come to the event and say, “Oh my god, you've been calling me for months. I never picked up. But I watched your presentation—it was amazing. Let's set up a test next week.”We hear that story over and over again. It's not that marketers don't want to learn about these technologies—it's that their day-to-day is packed. So events give them the breathing room to explore.Kerry Curran, RBMA (17:08.846):Yeah, definitely. And to your point, it's so important for marketers to stay on top of the latest technology, platforms, publishers. You give them an environment to learn from peers and providers. You also do a great job balancing content and networking. Talk a bit about your approach to content and the roundtables.Jon Whitfield (17:56.014):Yeah. All of our content is built for the marketer—the buyer, the brand-side attendee. Our panels, our keynotes, anything that's not sponsored is programmed with that in mind.We want to highlight best practices and challenges from the main stage so that people can identify with what's being shared. That content sets the stage for deeper conversations later—whether it's during an activity, a reception, or dinner. It plants seeds that grow over three days.These aren't one-day fly-in events. You're invested. You're present. You're there to grow. From a content perspective, we always ask the marketer or agency side: What are your struggles? What are your wins? What lessons can you share?Kerry Curran, RBMA (18:53.730):Yeah.Jon Whitfield (19:23.664):And then, when it's a sponsor's turn—okay, you've got 10 minutes—riff on what you heard. Build on it if you want. But mostly, tell us who you are, what you do, what value you offer. We want a pitch. Show us the dashboard. Show us who your customers are. Be clear.That's how we do it. We don't cross-pollinate the content. You've spoken at our events—you know we keep it church and state. We program the editorial content. And we expect sponsors to bring equally valuable content that's insightful and impactful.That's how we create a full, engaging morning of sessions.Kerry Curran, RBMA (20:28.556):Absolutely. And you do a great job curating senior-level speakers and timely themes that reflect what marketers in those verticals are really facing.I've always found that valuable. And one of my favorite parts? Your roundtables. Like you always say—mics off, real talk. That's when people ask the questions they're afraid to ask on stage. And it's just as valuable for the sponsors—they get to hear firsthand what their audience is struggling with and start a meaningful conversation right then and there.Jon Whitfield (21:51.652):Yep.Kerry Curran, RBMA (21:56.417):It's all about building real, mutually beneficial relationships—and you've created a space that does that so well.Jon Whitfield (22:05.208):Thanks. And yeah—we've had feedback that if we could run an entire summit with just roundtables, people would love it. They're so impactful. You turn off the cameras, and people get honest.Unfortunately, there are only so many hours in the day, but those roundtables consistently get top marks in our post-show surveys.Kerry Curran, RBMA (22:41.484):I believe it.Kerry Curran, RBMA (22:41.484):I definitely agree. Jon, this has been incredibly helpful. I think it's important for everyone listening to be reminded just how valuable event investments can be—from education to relationship-building to, ultimately, driving sales.So for those tuning in who want to ramp up their event strategy—or need to build a business case for budget from their CFO—what's your recommendation for getting started?Jon Whitfield (23:18.244):Start by comparing the costs. What's your total investment going to be to sponsor an event? It's not inexpensive. There's travel, hotels, time. If you're a vendor or sponsor, it's not the cheapest thing in the world.So go back to that question: What's a customer worth to you?How are you currently getting customers? Are you converting through digital-only channels? Maybe you're just selling widgets and don't need in-person interaction. Fine. But if you're in a consultative or technical sale where FaceTime matters, then events are going to pay dividends.If you're trying to decide which events to support, here's what I tell people: Look at whether the sponsors from two or three years ago are still coming back. If they're not, run for the hills. That's a red flag. It means the experience didn't deliver.Look at our Email Insider Summit. We've been running it for 19 years. And for at least the past 10, you'll see many of the same companies sponsoring over and over. That doesn't happen by accident. It takes hard work. You have to care deeply about the experience and the investment people are making—your sponsors, your ticket buyers.That's something we believe in strongly. Maybe that's why we're still around. But yeah—do your homework. Know what a customer is worth to you. Run the numbers. You have to get ROI from these things. That's just the bottom line.Kerry Curran, RBMA (25:36.471):I totally agree. And one thing to level-set with your CFO is: you're probably not going to see ROI immediately. Depending on what you're selling, it might be three to six months down the road.If you come home without a signed contract, it doesn't mean it wasn't a success—it just means you're playing a longer game.And I know you also do a great job customizing sponsor opportunities at your events.Jon Whitfield (26:18.788):Yeah, it's all about knowing who you are as a company. What do you want to be known for? Is it education? Is it fun? Is it gifts?Every brand has its own playbook. That's why we offer a variety of sponsorship options—because everyone has a different goal when they come to an event.Kerry Curran, RBMA (26:59.630):Exactly. There's so much flexibility. One-on-one meetings. Content partnerships. Webinars. Lots of ways to extend the experience beyond the event.And one more thing we didn't touch on—brand attendees. You have some great senior-level VIP opportunities, right?Jon Whitfield (27:21.668):Absolutely. For this model to work, we need a strong brand-side presence—decision-makers, people with media and marketing budgets, people who want to network and learn.That's the lifeblood of our business. And we're always looking to bring in new marketers doing interesting things.That's part of what keeps this exciting. Even something as “old” as email is constantly evolving. There are always new tools and trends—whether it's AI, chatGPT, TikTok, or whatever else is coming.So yeah, we need marketers who want to tell their stories, who want to improve, and who want to meet others doing the same.Kerry Curran, RBMA (29:21.070):And that's how you pitch it to your boss. “Yes, I'm going to Amelia Island—but look who else will be there. Look at the brands and tech providers I'll be learning from.” You come back with insights and a full notebook, and your higher-ups will be glad you went.Jon Whitfield (29:47.044):Exactly. And yes—senior marketers can qualify for our VIP passes. We have a set number of those for each event. Once they're gone, they're gone.We also cap the total audience to keep the buyer-to-seller ratio balanced—usually around 1:1. It's typically 90–100 people: half brand-side, half sponsors. That way, everyone gets time to connect. And if by day three you haven't met who you need to meet—you stayed in your room too long!Kerry Curran, RBMA (30:48.834):Well, I can say I'm still close with many of the marketers and vendors I've met at your events. I always recommend your summits because they're high-value, well-structured, and genuinely productive.So, Jon—if someone wants to get in touch to learn more, how can they find you?Jon Whitfield (31:29.036):Well, not that I need more email—but you can reach me at Jon@MediaPost.com. If you're interested in sponsorships, my right-hand man Seth Oilman is your guy—Seth@MediaPost.com. He's our CRO and runs the sponsorship side.Reach out, and I'll point you in the right direction.Kerry Curran, RBMA (31:54.624):Excellent. We'll include all of that in the show notes—and make sure everyone mentions they heard you here!Jon Whitfield (32:02.552):Thanks again, Kerry. You've been such a great supporter and advocate for years. We appreciate all you've done—and don't stop!Kerry Curran, RBMA (32:17.550):Thanks, Jon. I believe in what you're doing and love being part of it. Can't wait to see you again soon!Jon Whitfield (32:30.884):You got it. Can't wait.Thanks again to Jon Whitfield for pulling back the curtain on what makes events actually drive results. Here's what we're walking away with: big expos can generate visibility, but intimate events create trust and conversions. ROI starts with one question—what's a customer worth to you? Events should be evaluated not just on cost, but on continuity, brand fit, and customer alignment.If this sparked ideas for your event or sponsor strategy, share it with your team—and let us know what resonated. Don't forget to subscribe, review, and follow Revenue Boost: A Marketing Podcast. To learn more, visit revenuebasedmarketing.com and follow me, Kerry Curran, on LinkedIn. Flat or slowing revenue? Let's fix that—fast.Revenue Boost: A Marketing Podcast delivers the proven plays, sharp insights, and “steal-this-today” tactics that high-growth teams swear by.Follow / Subscribe on Apple, Spotify, and YouTubeTap ⭐⭐⭐⭐⭐ if the insights move your metrics—every rating fuels more game-changing episodes

Episode 80 Summary: In this solo episode, host Cary Weston shares stories from a recent trip to the National Sports Card Collecting Show in Chicago with his 14-year-old son—a heartwarming moment that sets the tone. Cary then dives into a hodgepodge of updates and insights, including a helpful listener tip about ChatGPT task scheduling, details about the upcoming automation workshop, and two recent experiments using ChatGPT to assist with software specs and NDAs. He wraps up by answering common questions about the differences between ChatGPT's free and paid versions and how to navigate some of its newer features. 3 Key Takeaways: Tasks Tip: If you're experimenting with ChatGPT's task scheduling feature, go directly to chatgpt.com/schedules to view, edit, or manage what you've set up. Roleplaying for Clarity: Cary used ChatGPT to roleplay both a client and a programmer to build more thorough custom software specs, demonstrating how ChatGPT can bridge communication gaps in complex projects. ChatGPT Modes Explained: From memory and web browsing to the new “Study and Learn” tool, Cary walks through what's available in the paid version of ChatGPT and how each feature can help users be more productive. Cary offers customized one-on-one ChatGPT training in 60 minute sessions. Find out more information on the sessions, answers to frequent questions, and how to register at www.ChatGPTExperiment.com +++++++++ CONNECT WITH CARY ChatGPT Podcast Website: www.ChatGPTExperiment.com Marketing Podcast: www.PracticalMarketingShow.com Cary's Agency Website: www.CMWeston.com LinkedIn: https://www.linkedin.com/in/caryweston LINKEDIN NEWSLETTER The Chat GPT Experiment is also a LinkedIn Newsletter and you can find it here: https://www.linkedin.com/newsletters/the-chat-gpt-experiment-7110348839919702016/ MUSIC CREDITS The instrumental music used in this podcast is called “Curious” by Podington Bear.

Alden and Brandon talk about Alden's new book and how to have an stoppable mindset.Links from the episodeUnstoppable Mindset by Alden Mills BookAbout Alden MillsWith more than 40 years of experience failing and succeeding in a vast array of different environments from sports, military, and business to nonprofits and community action groups, he learned success is driven by one vital factor—leadership—of oneself and others.The first person Alden learned to lead was himself.As a weak child with asthma, doctors insisted he limit physical activity and avoid sports. Instead, with the mindset instilled in him by his mother that “no one defines what you can and can't do, but you,” he went on to become a National Collegiate Champion rower, earning Gold and Silver medals at the Olympic Festival, and a Navy SEAL who was top of his class.Alden's personal successes.As Alden achieved personal successes, he repeatedly grew into leadership positions. He became captain of his collegiate rowing team, was promoted three times to Navy SEAL platoon commander, and ranked #1 platoon commander each time.From a young age he amassed notebooks of invention drawings.One of those ideas became the wildly popular Perfect Pushup and today he holds over 40 patents worldwide.Global fitness powerhouse.He turned a single invention into a global fitness powerhouse in over 70 countries with multiple products, leading Perfect Fitness to become the fastest-growing consumer product company in the country, with over $95 million in sales in just three years. He has since founded and served on multiple companies' boards in retail hard goods, consumable products, and service-based businesses.Unstoppable LeadershipAlong the way, Alden cultivated a methodology that develops people into congruent and authentic leaders who successfully build teams and create cultures that are unstoppable regardless of the situation, industry, or environment.Today Alden Mills is known as one of the leading business thinkers in America and spends his time helping others learn and implement the three levels of Unstoppable Leadership. He is the bestselling author of Unstoppable Mindset, Unstoppable Teams, and Be Unstoppable. Through speaking, coaching, writing, board advisory, and teaching, Alden CONNECT WITH USGet Your Weekly EDGE Newsletter. It's FREE.Bottom Line Up Front (BLUF)Brandon writes a weekly email newsletter called EDGE that over 22,000 people rely on for an edge to achieve their best selves in business and life.ContentBrandon writes about what he knows...lessons from 2x exits, 20+ strike outs Venture Capital, Marketing at AOL, writing a #1 Amazon Best Seller, Podcasting, Angel Investing, Philanthropy, Public service, Fitness and peak performance.Who it's forPeople that want to achieve their full potential.Claim your edge with others who have been getting a step ahead. Link to sign up: https://edge.ck.page/bea5b3fda6 A Podcast for entrepreneurs and peak performersPart of the Best Podcast Network: Productivity Podcast, Marketing Podcast, Business Plan Podcast, 401k Podcast, Car Accident Lawyer Podcast,

Digital risk is no longer confined to the enterprise perimeter. Executives and board members—along with their families—are increasingly targeted outside of work, in personal settings, and online. Dr. Chris Pierson, Founder and CEO of BlackCloak, joins Sean Martin and Marco Ciappelli to discuss the current state of digital executive protection and why a piecemeal approach is insufficient.Chris outlines how threats to privacy, cybersecurity, and physical safety intersect across personal and professional domains. A breached home network, a deepfake circulating online, or a targeted social engineering campaign could all become entry points back into a company's infrastructure—or lead to reputational or financial fallout. That's why BlackCloak takes a holistic view, combining identity protection, device hardening, social listening, concierge response, and physical risk monitoring into a single service.One of the key resources discussed is the vendor-agnostic Digital Executive Protection Framework. Free to download and use, it offers CISOs and CSOs a 14-point checklist covering areas like financial data protection, social media monitoring, physical threats, and personal cyber hygiene. According to Chris, it's designed to be practical, actionable, and easy to integrate into quarterly reviews and budget planning cycles.While many security vendors promise protection through tools alone, BlackCloak emphasizes relationships—human connection is built into the service. The platform includes real-time threat response and one-on-one interaction, going far beyond 1-800 numbers or chatbots.Whether you're managing executive risk for a Fortune 500 company or navigating new board-level cyber obligations, this conversation outlines the real gaps in current corporate protections—and a solution that meets executives where they are.Learn more about BlackCloak: https://itspm.ag/itspbcwebNote: This story contains promotional content.Learn more.Guest:Chris Pierson, Founder & CEO, BlackCloak | https://www.linkedin.com/in/drchristopherpierson/Hosts:Sean Martin, Co-Founder at ITSPmagazine | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder at ITSPmagazine | Website: https://www.marcociappelli.com______________________ResourcesLearn more and catch more stories from BlackCloak: https://www.itspmagazine.com/directory/blackcloakLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-storyKeywords: Black Hat 2025, zero trust security, cybersecurity conference, ThreatLocker, default deny strategy, endpoint protection, application control, threat detection, enterprise security, network security, cybersecurity solutions, security automation, malware prevention, cyber threats, information security, security platform, Black Hat USA, cybersecurity innovation, managed detection response, security operations

In this mini teaser episode of Behavioral Economics in Marketing, we revisit one of the most eye-opening episodes from Season 4: Dual Process Theory on Customer Journey Optimization. Learn how understanding the brain's two systems — the fast, intuitive System 1 and the slow, analytical System 2 — can transform the way you design touchpoints, content, and campaigns that align with how your customers actually think and decide. Then, we give you a preview of our new companion episode for Season 10: Personalization and Behavioral Segmentation: Targeting System One vs. System Two Customers. In this advanced exploration, we turn theory into practice — showing how to identify your customers' decision-making modes and tailor your strategy accordingly, using real-world brand examples and behavior-driven insights. This teaser introduces how Season 10 pairs a classic behavioral concept with a fresh application, giving you even more ways to influence decisions and build better customer experiences.

In this episode we chat about our new automated marketing system (thank you AI) and we go over our non negotiables in Business. Lastly we cover how to generate a copy of any person you want to be your mentor and get unlimited advice for your business.   As always- extreme value per dollar here on the SAI Marketing Podcast   https://dentco.us https://instagram.com/dentcopdr  

It's never been harder to be a CMO—and never more important to get it right. Budgets are shrinking, burnout is rising, and the pressure to deliver pipeline and prove impact hasn't let up. If you're still trying to lead through this alone, you're already behind.Hey there, I'm Kerry Curran, B2B Chief Revenue Officer, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In Scale Smarter Under Pressure: How CMOs Win with Peer Collaboration, I'm joined by Kathleen Booth, SVP of Marketing and Growth at Pavilion. We talk about how today's most effective CMOs are navigating change, pressure, and AI disruption—without losing their edge. Kathleen shares what she's seeing across Pavilion's global network of go-to-market leaders and why the ones still winning are focused on three essential pillars:Profitable, efficient growth AI for go-to-market Personal transformation Because resilience isn't a luxury anymore—it's a leadership requirement.We also dive into what makes GTM25, Pavilion's flagship event, different from any other conference out there—and why it's a must-attend for marketing and revenue leaders looking to scale smarter in 2026 and beyond.Be sure to stay tuned to the end, where Kathleen shares a powerful mindset shift that redefines what it means to be a modern CMO—and how to become the strategic growth architect your business needs now.If you get value from this episode, hit follow, drop a quick rating, and send it to someone in marketing, sales, or the C-suite who needs to hear it. Let's go.Kerry Curran, RBMA (00:01.417)Welcome, Kathleen. Please introduce yourself and share your background and expertise.Kathleen Booth | Pavilion (00:06.382)Hey Kerry, thanks for having me on the show. My name is Kathleen Booth. I am the SVP of Marketing and Growth at Pavilion, a global private membership community for go-to-market executives. Our mission is to help go-to-market leaders succeed in their careers at a time when tenures are notoriously short and the pressure is extremely high.Kerry Curran, RBMA (00:33.417)Excellent. Thank you so much for joining today, Kathleen. As we've discussed, I'm a bit obsessed with Pavilion right now. There are so many smart examples, learnings, coursework—just tons of content to up-level executives. But what I love is that it emphasizes that marketing, sales, and customer success must work together to drive revenue and business growth. I know you're talking to a lot of CMOs, CROs, and customer success executives. What are you really hearing today? What are the challenges or what does the marketplace look like for them?Kathleen Booth | Pavilion (01:19.086)The theme word of the year is “uncertainty.” We get a lot of feedback from our members and more broadly. We're living through a time of tremendous pressure on go-to-market leaders in general—and CMOs in particular. It wouldn't be a podcast if we didn't mention AI.Artificial intelligence is transforming everything so quickly, it's difficult to find solid ground. As soon as you think you understand something, it changes again. Data shows buying complexity is increasing. Leadership turnover is high. Legal, regulatory, and geopolitical instability make it hard to predict even six months out.Recent data from G2 shows vendor shortlists are shrinking—from four to seven options previously, to just one to three now. That makes it harder to even get considered. Marketers have to step up brand awareness and demand, but budgets are under pressure.According to Gartner, only 24% of CMOs say they have enough budget to execute their strategy. Marketing budgets as a percent of total revenue are down 11% from 2020. The challenges are growing, but our toolset is shrinking. Then there's AI. It brings promise—but also complexity.Salesforce found that marketers see AI as both the top opportunity and the top challenge. One person called it a “proble-tunity.” Around 75% of marketers have experimented with AI, and marketing is seen as the most advanced department when it comes to adoption. But only 32% say they're using it adequately.And the result of all of this? Burnout.Gartner's CMO Leadership Vision report shows that marketers facing high levels of change are twice as likely to experience burnout. We're all feeling it. To make it worse, only 14% of CMOs are viewed as effective at shaping markets—a skill that's crucial for hitting revenue targets.All of this suggests the modern CMO must be commercial, creative, and AI-powered. We're in a first-principles moment where we need to rethink what marketing organizations look like, how to build go-to-market motions, and what role AI should play.We can't just be storytellers or data crunchers. We need to be strategic growth architects.Kerry Curran, RBMA (06:10.941)Yeah, I wholeheartedly agree. To your point, where the CMO was once seen as the creative or visual lead, now marketing is more directly connected to revenue. McKinsey did a study a year and a half ago saying companies that put marketing at the core of their growth strategy outperform their peers.Then in June, they released another study saying the biggest challenge for CMOs now is getting closer to the CFO—earning respect at the leadership table. And you're right: it can't all be done by AI. It's not just branding and communications anymore. It's more complex—and CMOs have more demands, tighter budgets, and higher expectations.What frustrates me is that it still falls to the CMO to educate the rest of the executive team on the value of marketing. I know Pavilion does a great job helping upskill and educate executives—especially in marketing and sales. What's the solution? How are you solving this? And how should leaders outside of marketing be thinking about it?Kathleen Booth | Pavilion (07:49.068)At the start of the year, we identified three cross-cutting themes for the Pavilion community—not just for marketing. And they've held up, even with how much has changed.First is “profitable, efficient growth.” This speaks directly to marketers needing to understand the P&L and get closer to the CFO to make smarter bets.Second is “AI for go-to-market.” Unsurprisingly, we have to lean in. I love that marketers are seen as AI leaders within their organizations. If we can solidify that position, it's not just job security—it's a way to lead from the front. We should be saying, “I'm out ahead of this, and I'm bringing the company with me.”The third theme—maybe a little “woo-woo”—is “personal transformation and resiliency.” Because it is hard. The stress is real. You and I were talking before we started recording about unplugging for vacation. That's not just a luxury—it's essential. We can't teach people how to take care of themselves, but we can remind them that it matters just as much as staying on top of AI.Kerry Curran, RBMA (09:54.183)Yeah, definitely. I love those three pillars—and they truly are cross-cutting. Can you go deeper on how Pavilion is helping marketers in each area? I know you're doing a lot with AI onboarding, upskilling, and coursework. And yes, marketers are definitely carrying the torch there.Kathleen Booth | Pavilion (10:24.046)Sure! One way to encapsulate it is with our flagship event: GTM2025. It's happening September 23–25 in Washington, D.C. (you can learn more at attendgtm.com). It brings our members together to share perspectives and preview where our “product”—which is really an experience—is heading.For marketers specifically, we have a dedicated sub-community led by incredible members. They host regular roundtables because—let's be real—the landscape is changing too fast for blogs and newsletters to keep up. You need peers. You need the hive mind.Then, tied to profitable, efficient growth, we have our CMO School—teaching what it takes to be world-class. GTM2025 will feature sessions on P&L fluency, leadership, and more.AI and GTM is a huge theme. The entire conference focuses on “AI and the Future of GTM.” It's not just a buzzword—every speaker is talking about how it's transforming their work. We're also teaching specific courses on building an AI-augmented go-to-market team: tools, workflows, and real-world examples.For the personal transformation side, we're one of the only conferences with a wellness room—sound baths, guided meditations. We also include topics outside the typical ABM and ad campaign tracks. This year, our keynotes reflect that.One I'm super excited about is Will Guidara, author of “Unreasonable Hospitality.” He was GM of Eleven Madison Park—the world's first vegan Michelin-starred restaurant. The book is about how hospitality—not just great food—helped them become the best restaurant in the world. It's surprisingly a business book: process, customer orientation, service. He'll talk about hospitality as a driver of business excellence.Then we have Henry Schuck, CEO of ZoomInfo. They just changed their NASDAQ ticker to GTM—so they're clearly committed to go-to-market alignment. I'm excited to hear his perspective.We'll also feature Noelle Russell, author of “Scaling Responsible AI.” AI is still the Wild West, and we need to understand the guardrails. What are we accountable for as adopters?Finally—and this is a first—we're hosting a geopolitical keynote panel because the event is in D.C. We can't talk go-to-market strategy and ignore what's happening with the economy, regulation, supply chains, tariffs, and labor.Our panel features Josh Barro and Megan McArdle—both independent, balanced journalists—plus one more speaker TBD. They'll focus on facts, implications, and how leaders should incorporate them into strategic planning.And for those who prefer to skip political talk, don't worry—the bar opens early!Kerry Curran, RBMA (17:47.997)Yes! That is so relevant for what's on business leaders' minds—especially CMOs. I love that you're hitting every angle. From hospitality and customer-centricity to AI and global context—it's all interconnected. And I'm especially excited for the Women's Summit the day before.Kathleen Booth | Pavilion (19:00.758)Yes! Anne and Lindsay—leaders of our Women of Pavilion community—have built something special. They led our first Women's Summit last year, and it was incredible. This year's agenda is entirely member-driven, sourced from our networks, and centered around the real issues facing female leaders.Kerry Curran, RBMA (19:40.647)Lindsay was a guest on the podcast—she's brilliant. And Anne as well. Every event and session I've attended has been so thoughtful. Kathleen, this has been incredibly valuable. For listeners unfamiliar with Pavilion, can you share what resources and support it provides?Kathleen Booth | Pavilion (20:08.110)Of course. Pavilion is a private membership community for go-to-market executives and aspirants. We offer:- A private Slack community with functional groups- 50+ local chapters around the world- Pavilion University (with CMO School, GTM School, AI School, etc.)- Career services, job board, mentorship- Events: GTM, CMO Summit, local dinners, and moreIt's about creating a trusted peer network, providing operator-built education, and fostering connection. That's how we support leaders through this new GTM era.Kerry Curran, RBMA (21:34.439)Totally agree. I joined in March and wish I had joined sooner. The coursework has brought structure and rigor to initiatives I previously had to figure out on my own. The peer learning is incredible. And the dinners are next-level—I'm headed to one in Boston tomorrow. Last time we joked we should build a better CRM on a cocktail napkin.Kathleen Booth | Pavilion (22:45.709)I love that.Kerry Curran, RBMA (22:56.605)We're clearly biased, but for those thinking about how to grow and lead in today's GTM world, what should they be focusing on?Kathleen Booth | Pavilion (23:15.118)I'll close with some data and advice: 84% of leaders believe their company's identity will need to significantly change in the next five years. That's massive.CMOs are well-positioned to lead that change—if they step up:First, build cross-functional leadership muscles. Pavilion excels at this. It's not just about marketing—it's learning to partner with sales, CS, ops.Second, shape the market. Be the narrative builder and operationalize brand trust. With AI exploding, brand is having a renaissance. CMOs must lead here.Third, guide the customer experience. We've talked about hospitality, but post-sale is more important than ever. Marketing needs to drive loyalty, retention, and evangelism.With AI and product data, we can now create truly personalized journeys—at scale. That opens a world of opportunity.Kerry Curran, RBMA (27:01.095)So many valuable points. Thank you for joining us today, Kathleen! How can people learn more about GTM2025, Pavilion, or connect with you?Kathleen Booth | Pavilion (27:19.886)You can learn more at joinpavilion.com and attendgtm.com. And feel free to connect with me on LinkedIn—just mention you heard this podcast!Kerry Curran, RBMA (27:40.585)Thank you! Looking forward to seeing you in September.Kathleen Booth | Pavilion (27:45.623)I can't wait.Thanks for listening to Revenue Boost: A Marketing Podcast. If Kathleen's insights resonated with you and you're ready to stop leading in a vacuum, remember this: the best CMOs aren't doing more—they're doing it smarter, together. If you got value from this episode, do me a quick favor: hit follow, leave a rating, and share this with someone in marketing, sales, or the C-suite who needs to hear it.And don't miss the event of the year for go-to-market leaders: GTM2025, hosted by Pavilion. It's where marketing, sales, and customer success executives come together to connect, learn, and lead what's next. Register today at attendgtm.com.If you want more growth frameworks, peer strategies, and go-to-market insights, head to revenuebasedmarketing.com or connect with me, Kerry Curran, on LinkedIn. More powerhouse episodes are coming soon, so stay tuned and keep scaling smart. Flat or slowing revenue? Let's fix that—fast.Revenue Boost: A Marketing Podcast delivers the proven plays, sharp insights, and “steal-this-today” tactics that high-growth teams swear by.Follow / Subscribe on Apple, Spotify, and YouTubeTap ⭐⭐⭐⭐⭐ if the insights move your metrics—every rating fuels more game-changing episodes

Now on Spotify Video! Want your business to cut through the noise in today's crowded marketplace? It all starts with having the right marketing strategy for your offers. In this final episode of the Passion to Profit series, presented by Intuit, Hala Taha reveals the core strategies entrepreneurs need to effectively market their offers. From compelling messaging to storytelling that resonates, gain insider secrets from digital marketing experts like Russell Brunson, Tom Bilyeu, and Donald Miller on how to stand out and drive explosive sales. In this episode, Hala will discuss:  (00:00) Introduction (01:12) Marketing Tips for Attracting Ideal Buyers (05:42) The Power of Storytelling in Marketing (10:04) Building a High-Converting Marketing Funnel (16:39) Choosing the Right Platform for Your Business (22:23) Building Trust Through Authentic Engagement Intuit, the maker of TurboTax and QuickBooks, is expanding its world-class network of tax and bookkeeping experts. Whether you want a side hustle or a career pivot, Intuit offers the tools to help you grow as an entrepreneur. Their supportive team, mission-driven culture, and Intuit Academy—a free, self-paced training platform—mean you're set up to succeed, even if you're just getting started. Learn more or apply now at intuit.com/expert. Sponsored By: Intuit, The Maker of TurboTax and QuickBooks. Learn more or apply now at intuit.com/expert.  Resources Mentioned: YAP E292 with Julie Solomon: youngandprofiting.co/MakeMoneyInstagram  YAP E312 with Russell Brunson: youngandprofiting.co/Million-DollarFunnel  YAP E327 with Tom Bilyeu: youngandprofiting.co/Billion-DollarMindset  YAP E214 with Donald Miller: youngandprofiting.co/MakeFirstMillion YAP E318 with Rudy Mawer: youngandprofiting.co/ScalingMillion-DollarBrands  YAP E348 with Kipp Bodnar: youngandprofiting.co/InboundMarketing  YAP E339 with Adam Schafer: youngandprofiting.co/OrganicSales  YAP E155 with Kelly Roach: youngandprofiting.co/ConvictionMarketing  Active Deals - youngandprofiting.com/deals  Key YAP Links Reviews - ratethispodcast.com/yap YouTube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services: yapmedia.com Transcripts - youngandprofiting.com/episodes-new  Disclaimer: This episode is a paid partnership with Intuit. Sponsored content helps support our podcast and continue bringing valuable insights to our audience. Entrepreneurship, Entrepreneurship Podcast, Business, Business Podcast, Self Improvement, Self-Improvement, Personal Development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side Hustle, Startup, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, SEO, E-commerce, LinkedIn, Instagram, Social Media, Content Creator, Advertising, Social Media Marketing, Communication, Video Marketing, Social Proof, Marketing Trends, Influencers, Influencer Marketing, Digital Trends, Content Marketing, Online Marketing, Marketing Podcast 

Why do so many well-meaning goals fall apart before they ever take off? In this episode of the Behavioral Economics in Marketing podcast, we explore the intention-action gap — the frustrating disconnect between what people plan to do and what they actually do. Whether it's starting a new habit, executing a marketing campaign, or leading change within your organization, good intentions are often derailed by hidden behavioral pitfalls. We'll dive into the psychology behind this gap and unpack why things like procrastination, unclear planning, environmental distractions, and fading motivation keep even our best goals from becoming action. You'll also learn evidence-based strategies to bridge the gap — including implementation intentions, habit reinforcement, and small-step goal design. Perfect for marketers, leaders, and changemakers, this episode gives you actionable tools to turn vision into follow-through and create change that lasts. Keywords: intention-action gap, behavioral economics, goal setting, habit change, follow-through strategies, leadership psychology, behavior design, motivation barriers, implementation intentions Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

Episode 358 – How to Use Video to Grow Your Small Business Without Fancy Gear or Fear If you know you should be doing more video in your business but feel overwhelmed, tech-resistant, or a little camera shy — this episode is for you! In this week's chat, I'm joined by Caleb Maxwell from Hebron Films — a regional Victorian video strategist who breaks down how small business owners can start creating better video content without fancy gear, big budgets, or overthinking it. We talk about:

Thanks to our Partners, Shop Boss and AppFueledYou know that feeling when summer's barely over, kids are back in school, and suddenly you're staring down September, wondering what the heck to post on social media? Yeah, that's where this episode comes in. Brian is back with Caroline Legrand for their monthly marketing prep session, your go-to podcast for staying ahead with smart, simple ideas that actually matter.They're covering everything from prepping your fall events, tying in national awareness months (like National Preparedness Month), and even having some fun with off-the-wall days like “Talk Like a Pirate Day” and “Bald is Beautiful.” But it's not just fluff, this episode is packed with real ways to build trust, showcase your shop's personality, and create content that positions your brand as the go-to in your community.Whether it's using DVI photos the right way, setting up educational posts, or just being more intentional with your calendar, this episode is all about showing up prepared before your slow season hits.This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.comLagniappe (Books, Links, Other Podcasts, etc)Preparing for August's MarketingDays of the YearNational Calendar Show Notes with TimestampsIntroduction and Sponsor Acknowledgement (00:00:10): Brian introduces the episode, guest Caroline, and thanks the sponsor. Sets up the September marketing theme.Overview of September Marketing and Industry Events (00:01:09): Discussion about September being packed with causes and events, and how shops can leverage industry events and conferences.Smoothing Out Workload for the Holidays (00:03:59): Advice on scheduling regular clients during slower holiday months to balance shop workload.Monthly Themes: Save Your Photos & National Preparedness Month (00:05:44): Encouragement to take and use shop photos, and tie in National Preparedness Month with vehicle safety and maintenance.Preparedness Content and Giveaways (00:07:20): Ideas for preparedness videos, EDC (Everyday Carry) for vehicles, and preparedness kit giveaways.Community Sponsorships: Little League & Baby Safety (00:11:23): Promoting shop involvement in Little League sponsorships and baby safety events, including car seat checks.Read a New Book Month (00:13:20): Encouraging team reading and sharing book recommendations as part of shop culture.Weekly Themes: Child Passenger Safety & Compassionate Leadership (00:13:37): Highlighting Child Passenger Safety Week and Compassionate Leadership Week, and their relevance to shop training and culture.Other September Weeks: Fall Foliage, Security Officer, Truck Driver Appreciation (00:15:30): Ideas for pre-trip checks, security officer discounts, and truck driver/fleet customer appreciation.Fun September Days: Beards, Bacon, Labor Day, Pizza, Beer (00:18:09): Creative content ideas for World Beard Day, International Bacon Day,...

In this episode Lauren is joined by Laurie Shipley, Lulu's Email Marketing Manager, to explore the value of email marketing…beyond just newsletters! Laurie shares insights into growing and segmenting your email lists, using automated emails to increase revenue, and creating personal connections with your subscribers. Don't miss Content Entrepreneur Expo, THE event for creators, authors, and entrepreneurs. Visit cex.events to learn more and use promo code LULU100 to save $100 on your ticket

Why do good intentions often fail to lead to lasting behavior? This episode breaks down the psychological barriers between planning and doing, offering key insights for marketers and leaders focused on habit formation and change. Keywords: intention-action gap, habit change psychology, behavioral economics habits, motivation to action, overcoming procrastination Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

ThreatLocker to Unveil Game-Changing Zero Trust Innovations at Black Hat 2025 | Visit Them at Booth #1933 | A ThreatLocker Pre-Event Coverage of Black Hat USA 2025 Las Vegas | Brand Story with John LillistonJoin ITSP Magazine's Marco Ciappelli and Sean Martin as they preview ThreatLocker's exciting Black Hat 2025 presence with Detect Product Director John Lilliston. Discover upcoming major announcements, hands-on hacking demos, and how ThreatLocker's default deny approach is revolutionizing enterprise cybersecurity through comprehensive zero trust implementation.As Black Hat USA 2025 approaches, cybersecurity professionals are gearing up for one of the industry's most anticipated events. ITSP Magazine's Marco Ciappelli and Sean Martin recently sat down with John Lilliston, ThreatLocker's Detect Product Director, to preview what promises to be an exciting showcase of zero trust innovation at booth 1933.ThreatLocker has become synonymous with the "default deny" security approach, a philosophy that fundamentally changes how organizations protect their digital assets. Unlike traditional security models that allow by default and block known threats, ThreatLocker's approach denies everything by default and allows only approved applications, network communications, and storage operations. This comprehensive strategy operates across application, network, and storage levels, creating what Lilliston describes as a "hardened system that stops adversaries in their tracks."The company's rapid growth reflects the industry's embrace of zero trust principles, moving beyond buzzword status to practical, enterprise-ready solutions. Lilliston, who joined ThreatLocker in February after evaluating their products from the enterprise side, emphasizes how the platform's learning mode and ring fencing capabilities set it apart from competitors in the application control space.At Black Hat 2025, ThreatLocker will demonstrate their defense-in-depth strategy through their Detect product line. While their primary zero trust controls rarely fail, Detect provides crucial monitoring for applications that must run in enterprise environments but may have elevated risk profiles. The system can automatically orchestrate responses to threats, such as locking down browsers exhibiting irregular behavior that might indicate data exfiltration attempts.Visitors to booth 1933 can expect hands-on demonstrations and on-demand hacking scenarios that showcase real-world applications of ThreatLocker's technology. The company is preparing major announcements that CEO Danny Houlihan will reveal during the event, promising game-changing developments for both the organization and its client base.ThreatLocker's Black Hat agenda includes a welcome reception on Tuesday, August 5th, from 7-10 PM at the Mandalay Bay Complex, and Houlihan's presentation on "Simplifying Cybersecurity" on Thursday, August 7th, from 10:15-11:05 AM at Mandalay Bay J.The convergence of practical zero trust implementation, cutting-edge threat detection, and automated response capabilities positions ThreatLocker as a key player in the evolving cybersecurity landscape, making their Black Hat presence essential viewing for security professionals seeking comprehensive protection strategies.Keywords: Black Hat 2025, zero trust security, cybersecurity conference, ThreatLocker, default deny strategy, endpoint protection, application control, threat detection, enterprise security, network security, cybersecurity solutions, security automation, malware prevention, cyber threats, information security, security platform, Black Hat USA, cybersecurity innovation, managed detection response, security operationsLearn more about ThreatLocker: https://itspm.ag/threatlocker-r974Note: This story contains promotional content.Learn more.Guests:John LillistonCybersecurity Director | Threat Detection & Response | SOC Leadership | DFIR | EDR/XDR Strategy | GCFA, GISP | https://www.linkedin.com/in/john-lilliston-4725217b/Hosts:Sean Martin, Co-Founder at ITSPmagazine | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder at ITSPmagazine | Website: https://www.marcociappelli.com______________________ResourcesLearn more and catch more stories from ThreatLocker: https://www.itspmagazine.com/directory/threatlockerThreatLocker® Welcome Reception | Don't gamble with your security! Join us at Black Hat for a lively Welcome Reception hosted by ThreatLocker®. Meet our Cyber Hero® Team and dive into discussions on the latest advancements in ThreatLocker®Endpoint Security. It's a great opportunity to connect and learn together! ‍‍Time: 7PM - 10PM | Location: Mandalay Bay Complex RSVP below and we'll send you a confirmation email with all the details.[ Welcome Reception RSVP ]Learn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

As digital infrastructure becomes increasingly interwoven with third-party code, APIs, and AI-generated components, organizations are realizing they can't ignore the origins—or the risks—of their software. Theresa Lanowitz, Chief Evangelist at LevelBlue, joins Sean Martin and Marco Ciappelli to unpack why software supply chain visibility has become a top concern not just for CISOs, but for CEOs as well.Drawing from LevelBlue's Data and AI Accelerator Report, part of their annual Futures Report series, Theresa highlights a striking correlation: 80% of organizations with low software supply chain visibility experienced a breach in the past year, while only 6% with high visibility did. That data underscores the critical role visibility plays in reducing business risk and maintaining operational resilience.More than a technical concern, software supply chain risk is now a boardroom topic. According to the report, CEOs have the highest awareness of this risk—even more than CIOs and CISOs—because of the direct impact on brand reputation, stock value, and partner trust. As Theresa puts it, software has become the “last mile” of digital business, and that makes it everyone's problem.The conversation explores why now is the time to act. Government regulations are increasing, adversarial attacks are intensifying, and organizations are finally beginning to connect software vulnerabilities with business outcomes. Theresa outlines four critical actions: leverage CEO awareness, understand and prioritize vulnerabilities, invest in modern security technologies, and demand transparency from third-party providers.Importantly, cybersecurity culture is emerging as a key differentiator. Companies that embed security KPIs across all business units—and align security with business priorities—are not only more secure, they're also more agile. As software creation moves faster and more modular, the organizations that prioritize visibility and responsibility throughout the supply chain will be best positioned to adapt, grow, and protect their operations.Learn more about LevelBlue: https://itspm.ag/levelblue266f6cNote: This story contains promotional content. Learn more.Guest: Theresa Lanowitz, Chief Evangelist of AT&T Cybersecurity / LevelBlue [@LevelBlueCyber]On LinkedIn | https://www.linkedin.com/in/theresalanowitz/ResourcesTo learn more, download the complete findings of the LevelBlue Threat Trends Report here: https://itspm.ag/levelbyqdpTo download the 2025 LevelBlue Data Accelerator: Software Supply Chain and Cybersecurity report, visit: https://itspm.ag/lbdaf6iLearn more and catch more stories from LevelBlue: https://www.itspmagazine.com/directory/levelblueLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

n this episode, Cary talks with Bill Gross, CIO of the Nuclear Energy Institute (NEI). Bill shares the story of how his CEO tasked him with preparing their 100+ person organization for an AI-powered future. With a background in computer science but little hands-on AI experience, Bill dove headfirst into learning—and then teaching—ChatGPT use cases across NEI. They dig into OpenAI's "Projects" feature, how NEI structures AI training, and the cultural shifts that come with rolling out a new technology at scale.

In this special mini episode of Behavioral Economics in Marketing, we revisit one of the most resonant ideas from Season 3 — the Intention-Action Gap, a concept that's essential for anyone looking to drive meaningful change in leadership, marketing, or personal growth. We kick things off by revisiting the original episode Intention-Action Gap on Habit Change, which explores why even our best intentions often fail to turn into consistent action. Then, we preview a brand-new companion episode, Pitfalls in the Intention-Action Gap: Why Good Intentions Fail, where we dig into the deeper behavioral traps that hold us back — from unrealistic goal-setting to cognitive overload — and share actionable tools to move from intention to execution. This teaser sets the tone for how Season 10 will work: a reflective replay, followed by a fresh, insightful expansion to help you apply behavioral economics more powerfully than ever.

In this episode we go over two listener mailbox pleas for help with businesses as well as 8 things you can do to 2x+ ur business. And of course, Ai gets attention where deserved.   https://dentco.us https://instagram.com/dentcopdr

Now on Spotify Video! Podcasting is a powerful tool in modern marketing, yet most creator-entrepreneurs overlook this content marketing goldmine. But not Hala Taha. She turned her podcast, Young and Profiting, into a revenue-generating asset, scaling her business from zero to seven figures. Today, she runs YAP Media, a leading podcast, social media, and LinkedIn marketing agency that helps over 35 top creators scale and monetize their shows. In this episode, Hala joins Nathan Barry to share her proven online marketing strategies, how she secures premium brand sponsorships, and how to leverage podcasting for business growth. In this episode, Hala will discuss: (00:00) Introduction (01:09) Podcast Advertising and Sponsorship Strategies (05:34) Why YAP Media's Podcast Network Is Unique (11:05) How to Package and Sell Creative Campaigns  (16:57) Leveraging LinkedIn for Podcasting Success (29:54) Guest Networking as a Business Strategy (35:25) Proven Strategies for Scaling Podcast Revenue  (41:34) Paid Interviews as a Marketing Strategy(47:33) SEO and Marketing Tips for Podcast Growth (1:02:10) Monetizing Your Podcast at Any Audience Size Hala Taha is the host of Young and Profiting, a top 10 business and entrepreneurship podcast on Apple and Spotify. She's the founder and CEO of YAP Media, an award-winning social media and podcast agency, as well as the YAP Media Network, where she helps renowned podcasters like Jenna Kutcher, Neil Patel, and Russell Brunson grow and monetize their shows. With her business on track to hit eight figures in 2025, Hala stands out as a leading creator-entrepreneur. Sponsored By: Sponsored By: Shopify - Start your $1/month trial at Shopify.com/profiting. Indeed - Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/PROFITING OpenPhone - Get 20% off your first 6 months at OpenPhone.com/profiting. Airbnb - Find a co-host at airbnb.com/host Boulevard - Get 10% off your first year at joinblvd.com/profiting when you book a demo Resources Mentioned: Hala's Podcast, Young and Profiting: bit.ly/_YAP-apple  Hala's Agency, YAP Media: yapmedia.com    The Nathan Barry Show by Nathan Barry: bit.ly/TNBS-apple  Active Deals - youngandprofiting.com/deals  Key YAP Links Reviews - ratethispodcast.com/yap YouTube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services: yapmedia.com Transcripts - youngandprofiting.com/episodes-new  Entrepreneurship, Entrepreneurship Podcast, Business, Business Podcast, Self Improvement, Self-Improvement, Personal Development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side Hustle, Startup, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, E-commerce, Instagram, Digital Marketing, Content Creator, Storytelling, Social Media Marketing, Communication, Video Marketing, Social Proof, Marketing Trends, Influencers, Influencer Marketing, Digital Trends, Marketing Podcast

Ahead of Black Hat USA 2025, Sean Martin and Marco Ciappelli sit down once again with Rupesh Chokshi, Senior Vice President and General Manager of the Application Security Group at Akamai, for a forward-looking conversation on the state of AI security. From new threat trends to enterprise missteps, Rupesh lays out three focal points for this year's security conversation: protecting generative AI at runtime, addressing the surge in AI scraper bots, and defending the APIs that serve as the foundation for AI systems.Rupesh shares that Akamai is now detecting over 150 billion AI scraping attempts—a staggering signal of the scale and sophistication of machine-to-machine activity. These scraper bots are not only siphoning off data but also undermining digital business models by bypassing monetization channels, especially in publishing, media, and content-driven sectors.While AI introduces productivity gains and operational efficiency, it also introduces new and uncharted risks. Agentic AI, where autonomous systems operate on behalf of users or other systems, is pushing cybersecurity teams to rethink their strategies. Traditional firewalls aren't enough—because these threats don't behave like yesterday's attacks. Prompt injection, toxic output, and AI-generated hallucinations are some of the issues now surfacing in enterprise environments, with over 70% of organizations already experiencing AI-related incidents.This brings the focus to the runtime. Akamai's newly launched Firewall for AI is purpose-built to detect and mitigate risks in generative AI and LLM applications—without disrupting performance. Designed to flag issues like toxic output, remote code execution, or compliance violations, it operates with real-time visibility across inputs and outputs. It's not just about defense—it's about building trust as AI moves deeper into decision-making and workflow automation.CISOs, says Rupesh, need to shift from high-level discussions to deep, tactical understanding of where and how their organizations are deploying AI. This means not only securing AI but also working hand-in-hand with the business to establish governance, drive discovery, and embed security into the fabric of innovation.Learn more about Akamai: https://itspm.ag/akamailbwcNote: This story contains promotional content. Learn more.Guests:Rupesh Chokshi, SVP & General Manager, Application Security, Akamai | https://www.linkedin.com/in/rupeshchokshi/Hosts:Sean Martin, Co-Founder at ITSPmagazine | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder at ITSPmagazine | Website: https://www.marcociappelli.com______________________ResourcesLearn more and catch more stories from Akamai: https://www.itspmagazine.com/directory/akamaiLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

EPISODE 356: Your Brand vs Your Product – Are You What People Are Buying? Ever wondered how much your business name really matters? Or whether you're spending too much time branding your business and not enough branding you? In this episode, I dive into a brilliant question I was asked during a recent keynote: “How important is the business name if I am the one clients are buying?” If you're a service-based business – coach, celebrant, photographer, personal trainer, social media manager – this one's for you. Because here's the truth: your clients aren't just buying a product, they're buying you. We'll talk about: Why YOU are your biggest marketing asset The power of personal brand over business name What to post when you feel like you're “too professional” to be personal How to show up more as the expert your audience is already looking for This episode is a mindset shift, a confidence boost, and a nudge to start showing up more as you.

Why do even smart leaders make short-sighted decisions that undermine long-term growth? In this episode of the Behavioral Economics in Marketing podcast, we explore hyperbolic discounting — a behavioral economics principle that explains why we're wired to favor immediate rewards, even at the expense of future success. From cutting training budgets to chasing short-term KPIs, this mental bias shows up in leadership more often than we realize. Discover practical, psychology-backed strategies to refocus your decision-making toward sustainable growth, employee development, and long-term success. You'll learn how to align leadership goals with purpose, apply commitment devices, and resist the quick wins that often derail your bigger vision. Whether you're a team leader, executive, or entrepreneur, this episode will give you actionable insights to lead with intention — and stay one step ahead of short-term bias. Keywords: hyperbolic discounting, short-term thinking, behavioral economics leadership, long-term decision-making, organizational growth, leadership psychology, time inconsistency bias, executive decision-making Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

In this episode of B2B Marketing Excellence, Donna Peterson breaks down the intimidating term “prompt engineering” and shows how it's simply a smarter, more consistent way to work—no tech degree required.Drawing from her experience with generative AI and recent insights from the Vanderbilt Prompt Engineering course, Donna shares practical ways to use prompts for repetitive marketing tasks like campaign planning and list recommendations. You'll hear how creating simple, reusable prompts not only saves time but also ensures your whole team is aligned—producing clear, professional results.You'll also learn:Why prompting is more about conversation than coding.How a well-written prompt becomes a shortcut you can use again and again.The difference between prompts and templates—and how to use both for better outcomes.At World Innovators, we focus on providing tools and strategies that make your work easier, your messaging clearer, and your outcomes more consistent. This episode offers practical examples to help you build confidence using AI in a way that's simple and effective.For a step-by-step walkthrough, refer to "Prompt Engineering Examples for Business Teams: 3 ChatGPT Prompt Templates to Boost Productivity" video on YouTube- https://youtu.be/FAlcjTx_xUo?si=uQv6-naLnQGIkn4S.Episode Timestamps:00:00 – Welcome & why the term “prompt engineering” can feel overwhelming00:38 – What prompting really is (and what it's not)01:33 – The early struggles: over-explaining and second-guessing03:02 – Aha moment from the Vanderbilt course04:47 – Using prompts to simplify and speed up repetitive tasks06:14 – Real-world example: Scheduling campaigns with one simple prompt10:22 – Understanding the difference between prompts and templates12:59 – Encouragement to just start talking to your AI assistantIf you found this episode helpful, subscribe to the World Innovators YouTube Channel for more practical ideas on B2B marketing and using AI tools effectively.Leave a review to help us spread the word about quality marketing that puts people first.If you need help building your prompt library or training your team, reach out directly to Donna at dpeterson@worldinnovators.com.

Thanks to our Partners, Shop Boss and AppFueledEver meet someone in this industry doing something completely out of the box, and it works? That's Ben Tilson.Kim sits down with Ben, the second-generation owner of Tilson's Auto Repair in Rochester, Minnesota. He's not just growing a solid shop, he's writing children's books to spark curiosity and pride in the next generation of technicians. And no, it's not a gimmick. These books are rooted in Ben's journey with dyslexia and a passion for storytelling that's reshaping how kids and their parents see the auto repair world.We dive into the making of Technician Colton's 10 Steps to an Oil Change and Olivia's ABCs to a Car, how these books are being shared with local libraries, schools, and families, and how they're quietly laying the foundation for future techs. His mission is clear: show kids that trades matter, that working with your hands is something to be proud of, and that this industry is filled with real opportunity.But the episode goes way beyond books. We talk about Ben's creative, grassroots marketing strategies, hosting community events, shop tours, dance parties, Santa in a sleigh, and more. These aren't big-budget campaigns. They're smart, authentic ways to build trust, brand loyalty, and lasting community ties.This one's not just inspiring, it's a reminder that when you lean into who you are and lead with heart, you don't just grow your shop. You build a legacy.This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.comHow To Get In Touch With The GuestBen Tilson, Tilson's Auto CareTilson's Auto Care FacebookLagniappe (Books, Links, Other Podcasts, etc)Technician Colton's 10 Steps to an Oil ChangeOlivia's ABCs to a CarGet The Ultimate Guide to Auto Repair Shop MarketingPlan With The ProsShow Notes with TimestampsIntroduction and Sponsor Acknowledgment (00:00:01) Kim introduces the episode, mentions scheduling Ben, and thanks the podcast sponsors.Meet Ben Tilson & Tilson Auto Repair Background (00:00:55) Kim introduces Ben, discusses how she met him, and asks about the history and ownership of Tilson Auto Repair.Family Dynamics and Business Growth (00:02:20) Ben shares about second-generation ownership, working with his brother, and the shop's growth through four locations.Sibling Partnership and Roles (00:04:14) Ben explains how he and his brother divide responsibilities and maintain a strong sibling relationship outside work.Other Siblings and Ben's Path to the Business (00:06:06) Ben talks about his sisters, his college experience, and how he and his brother...

Discover the hidden tensions between beliefs and actions that affect both leaders and teams. Learn how understanding cognitive dissonance can improve workplace harmony, decision-making, and motivation. Keywords: cognitive dissonance workplace, behavioral insights leadership, managing team conflict, employee motivation psychology, decision-making biases   Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix. Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master's degree in economics from Rensselaer Polytechnic Institute. 

The HITRUST 2025 Trust Report sheds light on a critical question organizations continue to ask: can you really rely on a certification to mean what it says? According to Vincent Bennekers, Vice President of Quality, and Bimal Sheth, Executive Vice President of Standards Development and Assurance Operations at HITRUST, the answer comes down to one word: reliability.The conversation highlights how HITRUST goes beyond a simple checklist by layering in both threat intelligence and maturity modeling. Their framework isn't just built on abstract risk—it incorporates real-world attack techniques, aligning controls to the MITRE ATT&CK framework. This means that the certification reflects actual adversarial tactics rather than hypothetical risk scenarios.Bennekers shares that 99.41% of HITRUST-certified organizations did not report a breach in the last year, and that consistency over two annual reports points to meaningful outcomes—not just marketing claims. Sheth explains how each certification is reviewed in full by HITRUST, not just sampled, and every control is assessed for maturity—not pass/fail. It's a model that helps companies continuously improve, while also giving relying parties better information.For executive teams and boards, the report surfaces where organizations commonly struggle, including access control, vulnerability management, and third-party risk. It also highlights a growing use of external inheritance—leveraging cloud service providers' security posture—as a strategic move for organizations with tighter budgets.Looking ahead, the conversation points to continuous assurance and the evolving role of AI—both as a source of new risks and a tool to enhance security operations. HITRUST is already exploring certification models that reduce drift and increase visibility year-round.For organizations wanting to build more than just a paper shield, this episode unpacks how certification—done right—can be a strategic, measurable advantage.Note: This story contains promotional content. Learn more.Guests:Bimal Sheth, Executive Vice President of Standards Development and Assurance Operations at HITRUST | On LinkedIn: https://www.linkedin.com/in/bimal-sheth-248219130/Vincent Bennekers, Vice President of Quality at HITRUST | On LinkedIn: https://www.linkedin.com/in/vincent-bennekers-a0b3201/Host:Sean Martin, Co-Founder at ITSPmagazine and Host of Redefining CyberSecurity Podcast | https://www.seanmartin.com/______________________Keywords: sean martin, bimal sheth, vincent bennekers, hitrust, trust report, cybersecurity, compliance, certification, quality assurance, risk management, brand story, brand marketing, marketing podcast, brand story podcast______________________ResourcesHITRUST 2025 Trust Report: https://itspm.ag/hitrusz49cWebinar: Beyond the Checkbox: Rethinking SOC 2, Cybersecurity, and Third-Party Risk in 2025 — An ITSPmagazine Webinar with HITRUST (https://www.crowdcast.io/c/beyond-the-checkbox-rethinking-soc-2-cybersecurity-and-third-party-risk-in-2025-an-itspmagazine-webinar-with-hitrust)Visit the HITRUST Website to learn more: https://itspm.ag/itsphitwebLearn more and catch more stories from HITRUST on ITSPmagazine: https://www.itspmagazine.com/directory/hitrustLearn more about ITSPmagazine Brand Story Podcasts: https://www.itspmagazine.com/purchase-programsNewsletter Archive: https://www.linkedin.com/newsletters/tune-into-the-latest-podcasts-7109347022809309184/Business Newsletter Signup: https://www.itspmagazine.com/itspmagazine-business-updates-sign-upAre you interested in telling your story?https://www.itspmagazine.com/telling-your-story

Welcome to this special mini episode of Behavioral Economics in Marketing as we revisit one of the most insightful themes from Season 2 — management through the lens of behavioral economics. In this teaser, we spotlight the foundational episode Managing Cognitive Dissonance, where we explored how internal conflict affects team performance, leadership effectiveness, and company culture. Then we preview a new companion episode that takes that conversation even further — diving into the concept of hyperbolic discounting and why leaders so often prioritize short-term wins over long-term growth. You'll walk away with a fresh perspective on how to lead your team with clarity, confidence, and behavioral insight. Perfect for executives, team leads, and behavioral economics enthusiasts, this mini episode sets the stage for a powerful duo that bridges psychology and smart leadership.

Donald Miller didn't set out to build a $100 million marketing empire; he just wanted to master the art of storytelling. While writing memoirs, he uncovered a powerful truth: every great story relies on a hero and a guide. That insight led to the creation of the StoryBrand framework, now used by thousands of businesses to clarify their message and scale. In this episode, Donald returns to unveil StoryBrand 2.0, an AI-powered upgrade of his classic framework. He shares how to position your business in a way customers can't ignore, using seven messaging soundbites to cut through the noise and transform your marketing, sales, and advertising goals. In this episode, Hala and Donald will discuss: (00:00) Introduction (02:26) The Captivating Power of Storytelling (04:37) The Birth of StoryBrand and StoryBrand AI (07:05) How Storytelling Helped Him Build a $100M Business (12:51) His Daily Routine and Productivity Tips (14:27) How the StoryBrand Framework Transforms Marketing (19:12) The 7 Soundbites Entrepreneurs Need to Drive Sales (31:43) Controlling Ideas vs. Taglines in Marketing (36:08) Leveraging Stakes for Greater Marketing Impact (39:49) Crafting Irresistible Story Gaps in Your Communication (45:38) Analyzing Brand Taglines and Messaging Strategies Donald Miller is the CEO of StoryBrand, Business Made Simple, and Coach Builder. He is the bestselling author of Building a StoryBrand, How to Grow Your Small Business, and his latest, Building a StoryBrand 2.0. Donald has helped over a million businesses, from scrappy startups to top brands like Chick-fil-A, scale through clear and compelling storytelling. He recently launched StoryBrand AI, a platform that combines his proven framework with artificial intelligence to generate sales marketing assets in minutes. Sponsored By: Shopify - Start your $1/month trial at Shopify.com/profiting. Indeed - Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/PROFITING OpenPhone - Get 20% off your first 6 months at OpenPhone.com/profiting. Airbnb - Find a co-host at airbnb.com/host Boulevard - Get 10% off your first year at joinblvd.com/profiting when you book a demo Resources Mentioned: Donald's Book, Building a StoryBrand 2.0: bit.ly/StoryBrand2_0  Donald's Book, Blue Like Jazz: bit.ly/Blue_LikeJazz  Donald's Book, Building a StoryBrand: bit.ly/Building_aStoryBrand  Donald's Website, StoryBrand AI: storybrand.ai  Donald Miller: Storytelling for Business | E120: bit.ly/Storytelling_Business  Donald Miller: Be Your Own Hero | E153: bit.ly/BYOH-apple  Donald Miller: How To Make Your First Million | 214: bit.ly/MakeFirstMillion-apple Active Deals - youngandprofiting.com/deals   Key YAP Links Reviews - ratethispodcast.com/yap  YouTube - youtube.com/c/YoungandProfiting  LinkedIn - linkedin.com/in/htaha/  Instagram - instagram.com/yapwithhala/  Social + Podcast Services: yapmedia.com  Transcripts - youngandprofiting.com/episodes-new  Entrepreneurship, Entrepreneurship Podcast, Business, Business Podcast, Self Improvement, Self-Improvement, Personal Development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side Hustle, Startup, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, SEO, E-commerce, LinkedIn, Instagram, Social Media, Digital Marketing, Content Creator, Social Media Marketing, Video Marketing, Social Proof, Marketing Trends, Influencers, Influencer Marketing, Marketing Tips, Digital Trends, Content Marketing, Online Marketing, Marketing Podcast.