Podcast appearances and mentions of William Harris

Panagiota Hatzis is the VP of Human Resources at HexClad Cookware, a hybrid cookware company. With over 15 years of experience in HR, she has led people and teams through hyper-growth, global expansion, and major cultural transformation. Panagiota is also an Executive Coach at MentorPass and Leaderology. Before HexClad Cookware, she was the Vice President of Human Resources at Common Thread Collective, where she helped scale the company from 20 to 80 employees across 10 states. In this episode… Scaling a company from $10 million to $100 million requires more than just great products or marketing; it demands an intentional and strategic approach to building and leading teams. Yet many leaders overlook people operations as a vital growth lever, treating HR as an administrative function rather than a revenue and culture driver. How can businesses rethink their people strategy to avoid burnout, misalignment, and stalled growth? People operations and organizational psychology expert Panagiota Hatzis emphasizes repositioning HR as a strategic business partner aligned with EBITDA goals. This requires maintaining relational equity — trust and mutual respect — between leaders and teams and optimizing processes to minimize burnout. Building culture intentionally through frequent communication, transparency, and accountability is crucial for maintaining alignment as you scale to the next stage of revenue.  In this episode of the Up Arrow Podcast, William Harris interviews Panagiota Hatzis, VP of Human Resources at HexClad Cookware, about using people operations as a strategic growth engine. She explains how to encourage guilt-free time off for employees, the difference between effort and authentic business results, and how to close the gap between leadership intent and the employee experience.

Sam Nebel is the Co-founder and Chief Commercial Officer of Goodwipes, an eco-friendly personal care brand known for its flushable and biodegradable wipes. He launched the brand with his college friend to create a stigma-free alternative to traditional bathroom products. Sam is also a board member of the Responsible Flushing Alliance and was a Regional Manager and a founding team member at Party Degree, where he catalyzed the growth of one of its branches to over seven figures in annual event and nightclub sales.  In this episode… Some consumer products entrepreneurs stall when trying to scale from $10 to $100 million in revenue. They often underestimate operations, overestimate the impact of marketing, and delay building scalable systems until it's too late. What does it take to build a durable, category-leading brand that lasts? Operations-focused entrepreneur Sam Nebel scaled his brand by committing to operational excellence, product superiority, and category leadership. He emphasizes the importance of establishing supplier relationships early, hiring specialized talent to elevate execution, and prioritizing product quality and the consumer experience. Data-driven decision-making is crucial for outperforming the competition and positioning your brand as a category leader. Sam also recommends planning your infrastructure ahead of growth by reverse-engineering from long-term goals and identifying the capacities, vendor relationships, and supply chain redundancies needed to scale.  In the latest episode of the Up Arrow Podcast, William Harris sits down with Sam Nebel, Co-founder and Chief Commercial Officer at Goodwipes, to discuss building and scaling a high-performing CPG brand. Sam talks about shifting your role as a founder to scale, how operations impact product performance, and the value of consumer-driven product design.

William Harris is the Founder and CEO of Elumynt, an e-commerce growth agency focused on profit through hyper-scaling. Elumynt has been featured in Inc. Magazine as an Inc. 5000 Winner and Best Workplace Winner. William has helped acquire 13 companies, including one that sold to GoDaddy. He's also published over 200 articles on the topic of e-commerce in Entrepreneur, Fast Company, Shopify, and more. In this episode… Scaling an e-commerce brand from $10 to $100 million requires forward-thinking strategies and adaptability. Many companies rely too heavily on what worked during earlier growth stages, underinvest in systems, and fail to evolve leadership. In a rapidly shifting market flooded with noise, how can brands future-proof their strategy and leverage AI without losing their human touch? As an AI chatbot developed by xAI, Grok outlines a detailed 12-month growth playbook rooted in strategic diversification, operational upgrades, and smarter hiring. Grok emphasizes the importance of accurate attribution when expanding marketing channels, leveraging AI for hyper-personalized customer journeys, and setting strict performance benchmarks to know when to pivot or cut tactics. However, AI is not a silver bullet; if a brand lacks a compelling product or clear value proposition, no algorithm can compensate. AI should act as a strategic enhancer rather than a crutch. In today's exclusive episode of the Up Arrow Podcast, William Harris interviews Grok, created by xAI, about using AI to scale e-commerce brands. Grok shares what an AI-first brand will look like in 2030, whether AI can become truly conscious, and the ethical concerns about its rapid development.

Caitlin Choate is the Global Head of Marketing at Boatsetter, a peer-to-peer boat rental platform. With nearly 15 years of experience building disruptive brands, she has led marketing efforts at companies like TOMS, Google's Nest, Airbnb, and Yumi. Caitlin's work has been recognized by Cannes Lions and the Webby Awards for innovation and storytelling.  In this episode… Marketing isn't just transactional; it requires building emotional resonance with customers through memorable experiences with a brand. It's easy to sell a product, but how do you sell a lifestyle, a sense of identity, or even a community? How can companies balance bold creativity with performance and data-driven ROI? Brand builder and creative marketer Caitlin Choate believes that connecting with customers emotionally begins by designing marketing that mirrors real-life human experiences. She recommends leveraging user-generated visuals, generating stories that emphasize emotional connection over product specs, and integrating creative, data, and performance teams. Caitlin also highlights the value of running measurable, high-reward experiments to foster brand growth and category domination. In this episode of the Up Arrow Podcast, William Harris converses with Caitlin Choate, Global Head of Marketing at Boatsetter, about turning product transactions into lifestyle-driven brand movements. Caitlin discusses brand versus performance alignment, using PR and influencers as a storytelling medium, and why cultivating serendipity can catalyze unexpected career opportunities.

In this off-season show, William Harris, host of the All-Rookie Podcast, joins Mikey to discuss the 2024-25 All-Rookie teams and the 2025 NBA draft in a two-part podcast. FOLLOW us on “X”: @EthosHawks @Tim_ATL @MRKHoops The FantasyPass isn't just for drafts anymore! Come enjoy DAN'S FANTASY ADDS/DROPS IN REAL TIME in our premium Discord… starting at just $6/month! Click to learn more! SUBSCRIBE, Rate and Review iTunes: https://tinyurl.com/ymf6vssp Spotify: https://tinyurl.com/yll6somy Join our Fantasy Sports Discord Server by clicking this sentence – https://discord.gg/jSwGWSHqaV Looking for the Bru and Besbris Secret Shows? The only way to get the URLs when they happen is to jump on the email list by heading here: https://landing.mailerlite.com/webforms/landing/g5c9a0 Manscaped is BACK, baby! Just like the NBA! Use coupon code HOOPBALL20 to get 20% off and free shipping on your purchase at Manscaped.com! Want more codes? We got 'em! ExpressVPN is offering 3 BONUS months on every 12-month membership purchase by using this special link: https://www.expressvpn.com/hoopball

In this off-season show, William Harris, host of the All-Rookie Podcast, joins Mikey to discuss what the Atlanta Hawks should do with picks 22 and 13 in the 2025 NBA Draft. FOLLOW us on “X”: @EthosHawks @Tim_ATL @MRKHoops The FantasyPass isn't just for drafts anymore! Come enjoy DAN'S FANTASY ADDS/DROPS IN REAL TIME in our premium Discord… starting at just $6/month! Click to learn more! SUBSCRIBE, Rate and Review iTunes: https://tinyurl.com/ymf6vssp Spotify: https://tinyurl.com/yll6somy Join our Fantasy Sports Discord Server by clicking this sentence – https://discord.gg/jSwGWSHqaV Looking for the Bru and Besbris Secret Shows? The only way to get the URLs when they happen is to jump on the email list by heading here: https://landing.mailerlite.com/webforms/landing/g5c9a0 Manscaped is BACK, baby! Just like the NBA! Use coupon code HOOPBALL20 to get 20% off and free shipping on your purchase at Manscaped.com! Want more codes? We got 'em! ExpressVPN is offering 3 BONUS months on every 12-month membership purchase by using this special link: https://www.expressvpn.com/hoopball

Jeff Oxford is the Founder and SEO Director of 180 Marketing, an e-commerce SEO provider. With over seven years of experience in e-commerce SEO, he has led over 200 SEO campaigns for brands like MasterCard and Belkin. Jeff frequently speaks at industry conferences and created LinkHunter, a tool designed to streamline link outreach efforts. In this episode…  As SEO becomes more complex, competitive, and intertwined with AI-driven search, e-commerce brands struggle to adapt. With constant algorithm updates, disappearing clicks, and the rise of AI search integrations, how can brands break through the noise and rank effectively without wasting time or falling behind?  According to SEO strategist Jeff Oxford, ranking for SEO in an AI-driven landscape requires more than surface-level adjustments. Instead, Jeff recommends leveraging AI tools to improve rankings by providing them with detailed brand and audience information, focusing on topical authority by answering all relevant customer questions, and prioritizing backlinks and brand mentions to increase domain authority. Additionally, brands should be selective in their efforts by targeting specific funnel stages, optimizing category pages over blog posts for conversion, and aligning pricing with rankings.  In the latest episode of the Up Arrow Podcast, William Harris chats with Jeff Oxford, Founder and SEO Director of 180 Marketing, about optimizing for SEO in a zero-click, AI-driven landscape. Jeff talks about ranking first for competitive keywords, his two-part framework for building topical authority, and how to improve AI search and visibility.

Brieane Olson is the CEO of PacSun, where she has worked for 17 years. With over two decades of experience in the retail industry, she spearheaded PacSun's collaborations with cultural figures like Kanye West and Kendall and Kylie Jenner. Brieane is also a board member at Women in Retail Leadership, Shoptalk, and Design Thinking for UC schools. In this episode… Fashion brands face the ongoing challenge of remaining relevant in youth culture. With shifting values, rapid trend cycles, and a demand for authenticity, many businesses struggle to connect with Gen Z and Gen Alpha in meaningful ways. How can brands stay ahead while building long-term loyalty with a constantly evolving consumer? Fashion, youth culture, and retail leadership expert Brieane Olson has transformed a leading youth fashion brand into a cultural movement by embracing innovation, co-creation, and purpose-driven leadership. She emphasizes balancing bold innovation risks with data-informed decisions, like investing in new technology early on while building long-term partnerships with influencers to drive trust and engagement. By leveraging social listening through platforms like TikTok and Discord, building a community through co-creation, and ensuring each initiative aligns with a clear, resonant mission, brands can build loyalty with younger generations. Tune in to this episode of the Up Arrow Podcast as William Harris welcomes Brieane Olson, the CEO of PacSun, to discuss staying culturally relevant in the fast-paced realm of youth fashion. Brieane talks about navigating brand evolutions, the role of technology in the future of retail, and lessons and tips for unlocking the next stage of brand growth.

Britney Muller is an AI consultant and keynote speaker advising tech companies on AI strategies, machine learning, and workflow automation. With over 10 years of experience in generative AI, she has developed over a dozen in-house AI applications. Britney was the former Marketing Manager at Hugging Face, where she launched the largest open-source, multilingual model.  In this episode…  AI is changing the game for marketers, but many don't leverage it to its fullest potential for their businesses. Rather than producing AI-driven content at a faster rate, companies should focus on building a strong brand presence and leveraging AI for intentional automation. How can marketers cut through the noise, avoid common pitfalls, and harness AI to drive measurable results? While AI can be used for pattern recognition, automation, and audience research, AI optimizer Britney Muller warns against relying on it for fact-based decision-making. You can leverage AI without losing the critical human element by transforming website content into vector embeddings. Analyzing these embeddings allows marketers to identify content clusters, uncover gaps in their website's information architecture, and optimize internal linking structures to improve search engine rankings. Britney also recommends utilizing Reddit APIs to extract real-time customer sentiments, uncover trending pain points, and analyze top-performing content in specific communities. In this week's episode of the Up Arrow Podcast, William Harris chats with AI consultant Britney Muller about practical AI strategies for marketers. Britney explains why brand mentions are the new backlinks, how to build AI-powered internal tools, and the ethical concerns marketers should consider when adopting AI.

Jacques Spitzer is the CEO of Raindrop, a four-time Emmy® award-winning creative agency. Under his leadership, Raindrop has produced high-impact ads that have generated over a billion views and more than $1 billion in campaign sales for brands like Dr. Squatch, Manscaped, and Native. Jacques was named one of California's most visionary CEOs by the Los Angeles Times. He also co-produced the award-winning documentary Wampler's Ascent and is an investor in multiple consumer brands. Jacques is the author of People Love Turkey Sandwiches, a collection of marketing parables designed to inspire innovation. In this episode…  Many brands rely on a single ad channel, like Meta, to drive sales, but this can stall growth. Yet these brands often realize their brand-centric content doesn't perform on other platforms like TikTok, YouTube, or connected TV. How can brands create compelling, high-performing ads tailored for multiple channels without losing their identity? Award-winning creative strategist Jacques Spitzer maintains that each channel requires a unique creative approach, and brands must adjust content for various viewing experiences to drive engagement. Additionally, rather than creating ads centered solely around your brand identity, you should generate consumer-focused content by addressing your audience's needs and emotions. Jacques also warns against relying too heavily on UGC or performance-driven creative without investing in top-of-funnel, storytelling-based content that builds long-term brand affinity. In this episode of the Up Arrow Podcast, William Harris interviews Jacques Spitzer, CEO of Raindrop, about the secrets to creating high-impact content for multiple advertising channels. Jacques talks about Dr. Squatch's risky campaign, the components of a great ad, and the difference between high-growth and stagnating brands.

Nathan Chan is the Founder and CEO of Foundr, a global media and education company connecting millions with influential entrepreneurs. Under his leadership, Foundr has featured interviews with prominent figures such as Richard Branson, Arianna Huffington, and Tim Ferriss. Nathan bootstrapped Foundr from the ground up, providing insights on content marketing, brand building, and business growth for entrepreneurs worldwide.  In this episode…  Creating a business that stands out in the market is a goal for many entrepreneurs, but few understand the challenges of reaching this point. What does it take to transition from a side hustle to a globally recognized brand? How can you create fresh content in an oversaturated digital world? According to eight-figure digital media founder Nathan Chan, brand growth relies on eye-catching designs, compelling products and content, and loyal brand ambassadors. Connecting with your audience through consistent content creation allows you to build a trustworthy and recognizable brand. Nathan suggests creating high-performing content using the unicorn strategy, which identifies and replicates top-performing content from notable brands and influencers in your niche.  In today's episode of the Up Arrow Podcast, William Harris hosts Nathan Chan, the Founder and CEO of Foundr, about how he built Foundr into one of the most recognized entrepreneurial media brands. Nathan shares his three-part strategy for brand growth, how he cracked Instagram's growth formula, and why personal branding is the future of entrepreneurship.

Pas. William Harris

Kristan Bauer is an Advisor and the Founder of Conifr Media, an SEO consulting agency, which she sold to SEO Collective in 2024 to elevate their success. With over 15 years of experience in search marketing, she has developed SEO strategies for numerous Fortune 500 companies and prominent brands, including Google, National Geographic, and Express. Before Conifr Media, Kristan served as the Director of SEO at Zillow Group, where she managed a channel with over one billion annual visitors, and the Head of SEO at Amazon Web Services. Kristan provides independent consulting, advising, and coaching across various business and marketing disciplines.  In this episode… While most e-commerce brands recognize the value of SEO, many focus too heavily on optimizing their product pages and neglect resource content. Without a strategic approach, companies waste time creating content that doesn't generate traffic, links, or conversions. How can brands leverage resource content to improve visibility and drive revenue? According to SEO consultant Kristan Bauer, product content involves optimizing product, category, and merchandising pages for search engines, while resource content educates, engages, and informs users at various stages of the buying journey. Resource content is sharable and linkable, allowing brands to build domain authority and drive organic traffic. Kristan emphasizes that brands must align resource content with user intent, invest in high-quality editorial strategies, and ensure articles support product sales rather than existing in isolation. By conducting keyword research, leveraging competitive gap analysis, and structuring content to maximize linkability, brands can improve their SEO performance.  In today's episode of the Up Arrow Podcast, William Harris invites Kristan Bauer, an Advisor and the Founder of Conifr Media, to talk about optimizing resource content for e-commerce SEO. Kristan shares SEO strategies for AI-driven search engines, how to resolve technical SEO issues, and how to leverage competitive gap analysis to identify content opportunities.

Will Nitze is the Founder and CEO of IQBAR, a leading nutrition company offering keto, vegan, and paleo protein bars and supplements. Under his leadership, IQBAR has expanded to over 10,000 retail locations. Will also co-hosts Eating Glass, a podcast that features startup founders.  In this episode… Building a CPG brand is challenging, especially when navigating product pivots, supply chain disruptions, and transitioning from e-commerce to retail. Many entrepreneurs struggle to maintain their brand vision while evolving to meet market demands. How can founders scale their business while maintaining profitability and operational excellence? CPG brand builder Will Nitze leveraged customer feedback to shift from a niche product focus to a broader value-driven brand, making strategic pivots to expand his company's total addressable market. When scaling a CPG brand, entrepreneurs must differentiate their supply chain practices, leverage omnichannel distribution, and transition from DTC-only to retail locations. Developing partnerships with major retailers requires testing and iterating products and selecting partners that align with your target audience.  In this episode of the Up Arrow Podcast, William Harris chats with Will Nitze, Founder and CEO of IQBAR, about creating a $100 million CPG brand. Will discusses the importance of evolving product positioning, optimizing supply chain operations, and scaling through an omnichannel strategy. He also dives into overcoming manufacturing challenges, maintaining a lean team, and controlling your psychology for continuous results.

Tamsen Webster is the Founder and Chief Learning Officer at Message Design Institute, where she helps leaders craft compelling messages to foster large-scale change. With over 25 years of experience in persuasive message design, she is a renowned message strategist and keynote speaker. Tamsen is the author of two best-selling books: Find Your Red Thread and Say What They Can't Unhear. She has collaborated with major organizations, such as Harvard Medical School, Fidelity Investments, and Klaviyo, and serves as an Idea Strategist at TEDxNewEngland.  In this episode…  When strategic planning fails, it's often because organizations either overlook their core values or struggle to communicate their vision effectively. Many businesses approach strategy with a broad brainstorming phase, leading to unrealistic or misaligned initiatives. How can leaders align decisions with their organization's internal philosophy to catalyze intentional change?  According to message strategist Tamsen Webster, every decision follows an internal logic based on people's existing beliefs. To foster lasting change, leaders must communicate in a way that aligns with these existing perspectives. Tamsen explains how identity shapes decision-making and why brand messaging should reflect true values rather than aspirational statements. By recognizing patterns in decision-making and communicating strategically, businesses can create messages that resonate deeply with employees and customers. In this week's episode of the Up Arrow Podcast, William Harris hosts Tamsen Webster, the Founder and Chief Learning Officer at Message Design Institute, to explore the nine principles of lasting change and how to gain buy-in for organizational transformation. Tamsen shares examples of strategic messaging in renowned brands, how to balance two opposing beliefs, and how storytelling and intuitive messaging influence effective communication.

Josh Durham is the Founder of Aligned Growth, an agency that helps DTC brands scale through influencer partnerships and performance-driven user-generated content. Before establishing Aligned Growth, he co-founded Weighting Comforts, a weighted blanket company that he grew to over $6 million in annual revenue before selling it in 2019. Josh also served as the Head of Growth at Groove Life, where he managed sizable advertising budgets. In this episode… Influencer marketing has become a popular tactic for brand awareness, yet many advertisers misunderstand its role and expect direct-response outcomes similar to paid social ads. How can brands leverage influencer partnerships to drive long-term growth and brand awareness? While influencer marketing can generate sales, its primary function is to create brand interactions and organic content at an efficient CPM. Instead of relying solely on paid partnerships, brands can start with product gifting to build relationships with influencers and generate authentic content. This approach allows brands to test products on various creators while keeping costs low. Having led influencer growth initiatives for major brands, Josh Durham suggests combining product gifting with strategic paid influencer collaborations, ensuring a mix of organic and sponsored content for maximum reach. He also emphasizes prioritizing audience fit over follower count, advising brands to target influencers whose content aligns naturally with their brand rather than chasing big-name endorsements. In the latest episode of the Up Arrow Podcast, William Harris talks with Josh Durham, the Founder of Aligned Growth, about scaling influencer partnerships. Josh shares his experience working with celebrity influencers like Tony Hawk, how to measure influencer marketing effectively, and how brand interactions drive purchase decisions.

Preston Rutherford is the Co-founder of Marathon Data, which measures revenue from brand-building efforts. He also co-founded Chubbies Shorts, a men's apparel brand, and Loop, a software company that streamlines the returns and exchanges process for e-commerce brands. Before exiting Chubbies, Preston grew the brand to $100 million, drove over one billion video views, garnered four million social media followers, and became the most-viewed men's apparel brand on social media.  In this episode…  Performance marketing is a useful strategy for generating and measuring initial clicks, leads, and conversions, but it doesn't foster audience engagement or retain consumers long-term. Similarly, while ROAS measures efficiency from these ad campaigns, it fails to measure their engagement across channels. What metrics should brands track, and how can they shift from direct response and performance marketing to brand engagement? Multimillion-dollar brand builder Preston Rutherford warns that focusing solely on ROAS stunts long-term goals; instead, brands should track effectiveness metrics that measure customer lifetime value. You can acquire and retain customers through brand-building and awareness campaigns that leverage engagement-driven content. Each content piece you produce or share establishes your reputation, so you should create campaigns intentionally to build a resonant brand story.  Tune in to the latest episode of the Up Arrow Podcast as William Harris chats with Preston Rutherford, the Co-founder of Marathon Data, about creating brand marketing content. Preston explains the 95 rule, how he recovered his brand from bankruptcy, and his engaging text and email marketing approach.

Andrew Youderian is the Founder of eCommerceFuel, a vetted community of seven- and eight-figure sellers. Having launched and sold several e-commerce stores, he has experience in SEO, organic and content marketing, and community building. Andrew also hosts The eCommerceFuel Podcast, which features e-commerce thought leaders.  In this episode… Many entrepreneurs believe that achieving a nine-figure exit is the ultimate goal, but the pursuit often comes with significant trade-offs. The relentless focus on scaling at all costs can lead to burnout, strained personal relationships, and an imbalance between work and life. How can you build a winning e-commerce brand without sacrificing your time and energy? As an eCommerce business builder, Andrew Youderian argues that financial freedom should be about achieving a fulfilling and balanced life rather than simply accumulating wealth. Building a durable and resilient e-commerce brand requires focusing on high-quality products, exceptional customer service, and authentic brand connections. Entrepreneurs who prioritize these elements can create sustainable businesses that thrive, even in highly competitive markets. Andrew also highlights the importance of operational efficiency, recommending that business owners stay lean and avoid unnecessary overhead that can hinder long-term growth. In today's episode of the Up Arrow Podcast, William Harris hosts Andrew Youderian, the Founder of eCommerceFuel, to discuss building strong e-commerce stores to achieve financial freedom. Andrew explores AI's potential to enhance e-commerce websites, the importance of maintaining conviction in your efforts, and allocating efforts throughout various areas of your life.

Sarah Carusona is a Fractional CMO and Head of Growth at MentorPass, which matches startups with vetted mentors who have launched and scaled consumer product companies. As an e-commerce leader, she has driven profitable growth by overseeing $200 million in media across performance and traditional channels, managing holistic retention programs, and spearheading website merchandising and CRO. Before MentorPass, Sarah was the Director of eCommerce at OluKai, an eCommerce Growth Strategist at Common Thread Collective, and the Director of Media Buying at Tier 11.  In this episode… When managing digital advertising, businesses often rely on outdated strategies like tweaking campaign settings in hopes of driving results. However, this approach overlooks the role of content quality and product strategy in achieving sustainable growth. So how can businesses effectively scale beyond the limits of traditional media buying tactics? E-commerce consultant Sarah Carusona explains that modern growth relies on a combination of innovative product launches and compelling storytelling. Brands must focus on creating excitement through consistent new product releases and engaging narratives that capture consumer interest. By shifting their efforts from micromanaging ad accounts to developing robust marketing calendars and creative strategies, companies can build long-term success. Sarah also stresses the importance of moving beyond short-term fixes and reactive problem-solving toward proactive planning for future growth. In this episode of the Up Arrow Podcast, William Harris chats with Sarah Carusona, a Fractional CMO and Head of Growth at MentorPass, about strategies for profitable brand growth. Sarah explains how to obtain founder buy-in for content strategies, why you shouldn't rely solely on UGC and TikTok Shop, and her attribution system for content-driven sales.

Brad Hoos is the CEO of The Outloud Group, a global influencer marketing agency. Brad and his team have worked with hundreds of eight- and nine-figure brands, including Athletic Greens, NerdWallet, and SimpliSafe. As a former management consultant and business builder, he has been featured in The Wall Street Journal, USA Today, and Forbes.  In this episode… When working with influencers, brands either select a single influencer to create content on one platform or choose creators who advocate for any brand without consistent loyalty. This can compromise brand integrity and consumer trust, leading companies to believe influencer marketing isn't worth the investment. How can you capitalize on influencers who will promote and advocate for your brand? Influencer marketing specialist Brad Hoos maintains that low-quality influencers ruin a brand's reputation, especially when targeting consumers on social media. He says to identify creators who have invested in their audience's interests to establish a loyal following. These influencers understand how to create content that adds value and positions your products as top performers in the market. You can also select creators by evaluating their CPA and performance metrics in specific categories.  In this episode of the Up Arrow Podcast, William Harris sits down with Brad Hoos, the CEO of The Outloud Group, to discuss influencer marketing strategies to promote your brand. Brad explains the difference between brand advocacy and voice, how to expand into new markets using adjacent targeting, and AI's role in the influencer marketing space.

Curtis Matsko is the Founder and CEO of Portland Leather Goods, a DTC high-quality leather goods company. He built the brand out of his garage, scaling it from zero to over $100 million in yearly revenue. As a serial entrepreneur and digital marketing expert, Curtis has worked in design production, marketing, and customer service.  In this episode… When scaling your business, it's essential to recognize that what got you from zero to $10 million won't get you from $10 to $100 million. Significant revenue jumps entail higher costs and larger operations, so relying on your previous successes will only hinder you. How can you break through the glass ceilings of growth? As a self-proclaimed e-commerce genius, Curtis Matsko launched his brand out of his garage and scaled it to $150 million. He maintains that steady growth begins with in-house production to create high-quality products that drive sales and foster customer loyalty. As your customer base grows, you can build products that generate customer lifetime value and acquire new customers. Another aspect of profitable growth involves building a team that can grow with your business. This requires hiring candidates whose personal and professional goals align with desired positions by conducting thorough interviews that emphasize key personality traits and experiences. In today's episode of the Up Arrow Podcast, William Harris welcomes Curtis Matsko, the Founder and CEO of Portland Leather Goods, to talk about creating a foundation for profitable long-term growth. Curtis explains how to build a solid customer retention cycle, how he created Craigslist ads to acquire talent, and how overcoming alcohol addiction influenced his growth and decision-making mindset. 

Jimmy Slagle is the Co-founder of EVA, an AI creative strategist for e-commerce brands. He is also the Co-founder and CEO of generAI, which helps businesses implement AI-powered strategies. As an expert in creating and scaling ads for Fortune 500 companies, Jimmy began his career scaling Instagram accounts before founding a TikTok agency and working with major clients like Amazon and Lyft.  In this episode… Creators in e-commerce companies often select a single AI tool for their ads or content and are met with limited or recycled outputs. As AI becomes a trend that can hinder or accelerate business growth, how can you harness this technology to gain a competitive edge? According to AI developer Jimmy Slagle, AI tools must be trained to produce founder- and creator-led content that advances creativity. You can leverage various AI-driven tools to develop a cohesive output and strategy. For instance, Google AI Studio allows you to upload video files to create high-performing ads customized to your brand strategy by mimicking your creative process. This tool can also identify areas for improvement in each campaign. Additionally, Claude provides tips for creating viral social media content and measuring it against competitors. In today's episode of the Up Arrow Podcast, William Harris chats with Jimmy Slagle, the Co-founder of EVA, about strategic methods for leveraging AI in e-commerce. Jimmy shares ethical and unethical uses of AI, how to create AI-powered UGC, and how he scaled and flipped Instagram accounts in high school.

Christian Limon is the former Chief Growth Officer at Wish, which was the top spending advertiser on Google and Facebook. He was also the Chief Growth Officer at Tubi and Gemini. Throughout his career, Christian has achieved five exits and $28 billion in IPO and M&A proceeds. He has launched 20 apps and led 33 more apps on growth and monetization.  In this episode…  Data-driven marketing and advertising has become a trend, with advertisers misunderstanding information and leveraging surface-level data to fit their narratives. How can companies implement data effectively to become top performers on high-traffic platforms? While algorithms on platforms like Meta and Google can help generate ideas, you shouldn't use them to structure your entire campaign. For instance, you may notice your algorithms targeting one audience group while your sales rates suggest higher engagement levels among another audience group. Having led one of the top advertisers on Meta and Google, Christian Limon suggests identifying the micro and macro factors impacting your campaign, like the economy, consumer preferences, and platform popularity, to match demand. In the latest episode of the Up Arrow Podcast, William Harris chats with Christian Limon about advertising on Meta and Google beyond leveraging data-driven insights. Christian shares his experience scaling multiple brands, the latest investment and Bitcoin trends, and common advertising misconceptions.

Clayton Christopher is the Founder of Astō Consumer Partners, a CPG-focused investment firm. He is also the former CEO and Founder of Sweet Leaf Tea, an organic bottled tea company he started with only $10,000 before selling it to Nestlé. Clayton co-founded and was the Chairman for Deep Eddy Vodka, which became one of the fastest-growing spirits brands under his leadership. As a serial entrepreneur in the CPG space, he co-founded Waterloo Sparkling Water and Rhythm Super Foods, among other brands. Clayton is also a board member and investor in various CPG brands and was awarded the Ernst & Young Entrepreneur of the Year for Central Texas.  In this episode…  As a digitally native brand, getting your products into consumers' hands before launching them isn't always feasible. Expanding into retail channels allows you to reach a wider audience and promote your products. What should you know before transitioning into retail, and how can you optimize your presence in the market? Digitally native brands that transition to retail often lose some DTC customers to competitors. Multipreneur Clayton Christopher suggests building a core customer base by offering samples at music festivals or creating memorable in-store experiences to showcase product quality and drive loyalty. He also recommends refining packaging to communicate key product attributes effectively and ensuring organizational focus on strategic priorities to support retail success. These approaches strengthen retail performance, enhance brand visibility, and create lasting consumer relationships. In this week's episode of the Up Arrow Podcast, Clayton Christopher, the Founder of Astō Consumer Partners, joins William Harris to talk about launching CPG brands into retail channels. Clayton explains the importance of launching in a niche market first, his leadership framework for brand growth, and how he built, scaled, and sold his brands.

Pam Didner is a B2B marketing consultant, fractional CMO, speaker, and author. With 20 years of experience in B2B marketing, she helps companies bridge the gap between technology and marketing to build seamless customer experiences and boost sales. Pam is also the author of The Modern AI Marketer book series, which includes The Modern AI Marketer in The GPT Era, The Modern AI Marketing: Guide to Gen AI Prompts, Effective Sales Enablement, and Global Content Marketing.  In this episode…  AI is still just an algorithm and isn't at the human intelligence level, yet many marketers provide generic inputs yielding subpar results. AI doesn't understand your brand story or target audience, so you must provide specific information for valuable results. How can you create winning AI prompts to elevate your brand? Generative AI expert and B2B marketer Pam Didner recommends customizing AI prompts to your brand goals. This includes creating detailed, context-rich prompts to guide AI to meaningful and actionable outputs. For instance, a strong prompt should include specifics such as target audience details, product descriptions, competitor insights, and the generated content's intended outcome. To maximize results, Pam suggests training AI systems on proprietary data sets, allowing you to develop custom bots that automate repetitive tasks, streamline workflows, and create consistent outputs.  In the latest episode of the Up Arrow Podcast, William Harris invites B2B marketing consultant Pam Didner to speak about engineering custom AI prompts for your business. Pam shares her recommended AI tools for image and content creation, how to overcome growth barriers, and the importance of treating your customers with dignity.

Jeremiah Prummer is the CEO of KnoCommerce, which specializes in customer survey integrations for e-commerce brands. With nearly 15 years of entrepreneurial experience, he started in e-commerce building extensions for WooCommerce. Jeremiah specializes in conversion rate optimization and zero-party data. In this episode…  When it comes to customer service, many brands don't elicit sufficient feedback to improve the experience. Asking detailed questions in comprehensive surveys offers rich insights and data. How can you leverage this information to drive conversions? Rather than relying solely on customer reviews to gather information about their experiences and service levels, data and attribution expert Jeremiah Prummer suggests integrating surveys at various points during the customer journey. For instance, you can provide post-purchase and abandoned cart surveys with multiple open-ended and specific questions, including why they made the purchase, detailed information about their experiences, and where they heard about the brand. This offers actionable data you can harness to innovate your products, attribute purchases to various metrics, and retain customers. In this week's episode of the Up Arrow Podcast, William Harris sits down with Jeremiah Prummer, the CEO of KnoCommerce, to discuss optimizing customer surveys to scale. Jeremiah talks about gathering customer data beyond basic demographic information, how to attribute customer data to various business metrics, and how innovation solves universal problems.

Andy Crestodina is the Co-founder and Chief Marketing Officer at Orbit Media Studios, an award-winning digital agency. With 23 years of experience in analytics, SEO, content strategy, and website optimization, he is regarded as a leading expert in the marketing industry. Andy has written over 500 articles on content strategy, SEO, AI, social media, and analytics and is the author of Content Chemistry.  In this episode…  Marketers and e-commerce business owners leverage AI mainly for content creation purposes — something customers can accomplish easily themselves. How can you differentiate your brand with innovative, AI-driven content? Rather than developing a prompt to write articles or PDPs, marketer and AI prompt engineer Andy Crestodina recommends having AI analyze a webpage, PDP, or other body of work to identify missing components. This may involve creating prompts detailing whether a PDP meets industry best practices, identifying how to enhance a web page to drive conversions, or determining whether the content meets audience expectations. To take it a step further, you can train the AI to generate ideal customer personas that can influence CTAs, landing pages, and other consumer-facing content. Tune in to this episode of the Up Arrow Podcast as William Harris chats with Andy Crestodina, the Co-founder and Chief Marketing Officer at Orbit Media Studios, about revolutionizing AI for CRO. Andy talks about increasing search rankings with AI-driven analytics platforms, how AI will alter internet searches, and AI's potential beyond e-commerce content creation.

Matt Van Swol is the Head of Subscription Growth at Wyze, a smart home technology company. He has held multiple roles at the company, including Creative Marketing Manager and Senior Growth Manager. Before Wyze, Matt was a Nuclear Scientist for the US Department of Energy, where he worked on classified and unclassified projects at the Savannah River National Laboratory. He was also a photographer and marketer for big-name companies, including Apple, United Airlines, and Hyatt Hotels.  In this episode… Subscription-based businesses rely on consistent customer engagement and feedback to scale, yet many companies over-complicate their subscription models by integrating the latest market trends rather than what the customers want. How can you create a consistent customer feedback flywheel to build your subscriptions and generate multiple figures in revenue? Customer-focused and versatile professional Matt Van Swol has generated nearly nine figures in revenue for a home technology brand by listening to the customers. He initiates open-ended post-purchase and cancellation surveys to generate honest feedback that influences future subscription models. However, Matt emphasizes evaluating feedback thoroughly before integrating it into subscription models to ensure alignment with business goals and customer engagement levels. Consistent and transparent communication through email or SMS is crucial in building high-performing subscription models. In the latest episode of the Up Arrow Podcast, William Harris welcomes Matt Van Swol, the Head of Subscription Growth at Wyze, to talk about integrating customer feedback into subscriptions. Matt shares how to leverage AI intentionally, how to craft offerings tailored to the customer, and the impact of Hurricane Helene on local businesses.

Luke Schneider is the Founder and CEO of Fire Dept. Coffee, a certified veteran-owned coffee company. Fire Dept. Coffee gives back to and supports injured firefighters and has been named to the Inc. 5000 list three years in a row. Luke is also a retired firefighter, paramedic, and US Navy veteran. In 2023, he received the Leadership award for Citizenship from the Specialty Food Association.  In this episode…  In a business environment dominated by duplicate products, brands must employ creative measures to stand out and capture consumers' attention. This requires more than having a widespread presence on popular social media apps. How did a community-focused coffee brand gain recognition in thousands of Walmart locations? Former firefighter and US Navy veteran Luke Schneider credits his coffee company's growth to a robust community presence and a resonant mission. He emphasizes building a local community to convey your mission and cultivate a brand identity. For a broader reach, you can communicate your message on various social media platforms by targeting audiences who align with your mission to differentiate your products in the market. Luke maintains that a motivated team and influential culture can promote your community efforts and amplify your mission.  In today's episode of the Up Arrow Podcast, William Harris chats with Luke Schneider, the Founder and CEO of Fire Dept. Coffee (FDC), about building a robust community and team to scale. Luke discusses social selling, FDC's subscription offers, and how the company received its first publicity and navigated a trademark lawsuit.

Andrew Gerrie is the Founder of Mend, an independent public relations and communications agency for outdoor and active lifestyle brands. With nearly a decade of experience in PR and communications, he has built media strategies for brands, including Tecovas, Sims, Filson, and Costa Del Mar, helping them craft and amplify their unique brand stories. Before founding Mend, Andrew held several roles at Backbone Media, including Senior PR Account Manager and PR Account Coordinator.  In this episode…  Modern PR methods have become inauthentic, making it challenging to maintain genuine brand narratives. As the influencer culture evolves and the digital landscape becomes oversaturated with sponsored content and poor storytelling, how can brands cut through the noise to tell their authentic stories? According to media strategist Andrew Gerrie, building relationships with writers and journalists is the first step to improving storytelling quality. This may involve offering these media professionals free products as gifts, allowing them to understand your mission and product initiatives to craft authentic messages. When expanding locations or launching new products, you can partner with local media outlets to generate a regional community presence and stand out in the market. If you want to reach a broader audience, consider integrating current trends into your PR campaigns, ensuring they align with your brand voice and story. In this episode of the Up Arrow Podcast, William Harris sits down with Andrew Gerrie, the Founder of Mend, to discuss PR strategies for e-commerce brands. Andrew shares why products are the secret to effective PR campaigns, how to measure results from your efforts, and how to appear in popular holiday gift guides.

Mike Robinson is a Founding Member and the Head of Retail Solutions at The Eighth Notch (T8N), a technology platform enabling sustainable e-commerce delivery for shippers and carriers. With 30 years of executive experience, he has driven an $8 billion P&L and interfaced with the board of directors of a $27 billion public company. Mike also serves as an advisor and board member for several nonprofits, public companies, and startups. In this episode… Consumer deliveries are often made in multiple trips, with various delivery vehicles fulfilling orders at the same houses numerous times a day. Consumers are becoming more conscious of the environmental impact of these deliveries. One study found that 87% of people are willing to wait longer for eco-friendly shipping. How can brands minimize deliveries to improve profitability and environmental sustainability? As an eCommerce executive, Mike Robinson advocates for fewer delivery trips by having the two major carriers — the Postal Service and Amazon — consolidate packages for each household. This condensed delivery method reduces packaging, shipping, and delivery costs for brands, saving the e-commerce industry hundreds of millions of dollars each year while reducing carbon footprints. Brands can offer eco-friendly box options at checkout and incentivize customers to select them by promising and fulfilling one delivery date for multiple packages. This also allows consumers freedom of choice and the ability to make a positive impact on the environment. In today's episode of the Up Arrow Podcast, William Harris welcomes Mike Robinson, the Founding Member and Head of Retail Solutions at The Eighth Notch, to discuss delivery density and optimizing last-mile delivery. He talks about delivery route optimization, the emerging role of automation and robotics in logistics, and his perspective on social media addictions.

Nancy Harhut is the Co-founder and Chief Creative Officer at HBT Marketing, a consultancy that applies human behavior to marketing. As an internationally recognized creative director, she blends best-of-breed creative with decision science. Nancy is an international keynote speaker and has been named a Top 40 Digital Strategist by Online Marketing Institute, a Top 100 Creative Influencer by Ad Club, and a Top 50 Email Marketing Leader by Social. She is also the best-selling author of Using Behavioral Science in Marketing. In this episode… Some marketers today are so immersed in numbers and metrics that they often neglect the customer. Others may focus excessively on visual ads, distracting customers from the overall message. Yet 95% of purchasing decisions are made in the subconscious mind. How can you tap into these behavioral insights to influence purchasing decisions? Behavioral science researcher and innovative marketer Nancy Harhut says the key to driving purchasing decisions is persuasive messaging. Creative marketers can leverage unconscious behavior drivers like the endowment and Zeigarnik effect, social proof, the uncertainty reward, and autonomy and reciprocity bias. For instance, the endowment effect involves generating urgency and scarcity through limited-time offers, whereas the Zeigarnik effect can be used to spark customers' memories about abandoned carts. You can also offer customers purchasing and discount choices to harness autonomy bias while generating a desired result. When utilizing social proof, Nancy recommends featuring testimonials that begin with skepticism to increase credibility and reach uncertain customers. Tune in to today's episode of the Up Arrow Podcast as William Harris chats with Nancy Harhut, the Co-founder and Chief Creative Officer at HBT Marketing, about behavioral science tactics for e-commerce marketing. Nancy shares customer decision-making shortcuts, the true drivers of purchasing decisions, and why you should optimize for lifetime value rather than one-time purchases. 

Will Haire is the Co-founder and CEO of BellaVix, a full-service Amazon and Walmart marketing agency. He has managed over half a billion dollars worth of sales on e-commerce marketplaces. Will specializes in helping brands dominate their categories. In this episode… Many sellers understand the competitive and cutthroat nature of Amazon's marketplace but may miss the more technical aspects like fees and pricing policies, making profitability and sales growth a recurring challenge. What tactics can you implement to maintain steady growth on the platform? With deep insight into Amazon's e-commerce marketplace, Will Haire has witnessed brands triumph and fail based on their knowledge of the platform's nuances. For instance, if you don't develop and enforce a firm Minimum Advertised Price (MAP) Policy, your brand may become vulnerable to unauthorized resellers, which decline sales significantly. To avoid sales decline or stagnation, Will proposes optimizing your product listings with quality photos, catchy titles, and compelling copy that includes key features, a description, and a brand story. You should also diversify your ad spend both on and off the platform to drive traffic to your listing and familiarize yourself with Amazon's fees to structure your budget accordingly.  In this week's episode of the Up Arrow Podcast, William Harris chats with Will Haire, the Co-founder and CEO of BellaVix, about optimizing sales on Amazon. Will explains Amazon's fee structures and pricing requirements, the importance of building an audience, and the key differences between Vendor and Seller Central.

Kristian Alomá, PhD, is the Founder and CEO of Threadline, a brand-building agency. He is also a lecturer at Northwestern University's Kellogg School Center for Nonprofit Management, where he teaches branding for nonprofits, donor stewardship, storytelling, digital fundraising, and behavior design. With over two decades of experience applying narrative psychology, identity, and behavioral economics to marketing and market research, Kristian has helped some of the world's largest brands, including Coca-Cola, Harley Davidson, and FedEx, improve their narratives. He is also the author of Start with the Story: Brand-Building in a Narrative Economy. In this episode… Advertising and marketing have poor reputations for deceiving customers, often stemming from brands that position themselves as the heroes of their campaigns to manipulate consumers into making purchases. In an economy that relies on stories to make sense of experiences, consumers are the primary drivers. How can you craft a brand story that strengthens your customer relationships? According to behavioral marketer Kristian Alomá, every brand-customer relationship must begin with a story encapsulating your unique value proposition (UVP). To identify your UVP, it's essential to define your target audience's main struggle, your solution to the problem, your company's objective, and the reward customers receive from engaging with you. However, the UVP should only form the basis for your story rather than dictate how it's conveyed to consumers. Instead, you should view your organization from the customer's perspective, informing your approach to storytelling and services.  Tune in to this episode of the Up Arrow Podcast as William Harris chats with Kristian Alomá, the Founder and CEO of Threadline, about building a brand story to foster authentic customer relationships. Kristian explains the seven elements of a customer-brand relationship, how to market ethically, and the significance of the narrative economy in brand building.

Anthony Ciavirella is the Co-founder of Manmade, a boxer briefs brand. He manages the brand's online community and works with content creators to deliver exceptional customer experiences. Before co-founding Manmade, Anthony worked in the finance industry as the Co-founder and Director of Business Development at RIISK, the Senior Relationship Manager at B2Billing Payments Inc., and a Financial Advisor at TD. In this episode… If you've plateaued at the $10 million mark, you may have become complacent in your growth. Yet you're limiting yourself by not striving for that next level. You must identify and align your “why” to achieve results for your business. What growth strategies can you harness to elevate your brand? Having built a brand by identifying a market need, two-time entrepreneur Anthony Ciavirella emphasizes remaining dedicated to your mission and consistent in your efforts to reach your goals. This requires aligning your team with your “why” and disciplining yourself to reach your maximum potential. Anthony also notes the role of Meta Ads in his growth, explaining that creating consistent content in-house allows you to communicate your brand's story and generate value for the customer. You must also measure campaign performance by identifying key costs and metrics like AOV, LTV, CPA, and COGS.  In this week's episode of the Up Arrow Podcast, William Harris chats with Anthony Ciavirella, the Co-founder of Manmade, about building and scaling a purpose-driven brand. Anthony shares his company's early days and how he acquired his first customers, how to produce content in-house, and the innovative stunt that kick-started his brand's awareness. 

Dr. Christine B. Whelan is an author, professor, speaker, and thought leader guiding organizations like the DeBruce Foundation and AARP's Life Reimagined on self-improvement strategies. She is the best-selling author of the ten-lesson series Finding Your Purpose and five additional books, including The Big Picture and Generation WTF. As a Clinical Professor at the University of Wisconsin-Madison's School of Human Ecology, Dr. Whelan teaches classes on happiness, finance, and family and directs the MORE: Money, Relationships & Equality program.  In this episode… We're often told that money can't buy happiness, yet companies market products to target our basic needs and desires. This consumption-driven economy teaches us that we can choose how to expend our resources to fulfill our innate purpose. How can business owners identify their purpose to allocate resources toward a meaningful outcome? When surveyed on happiness levels, Americans often rank themselves lower than people from other countries, holding themselves to an unrealistic standard of happiness based on the false perception of others. Human ecology researcher Dr. Christine B. Whelan maintains that your journey to happiness and fulfillment should depend solely on your personal and professional core values, which determine your ultimate purpose. To identify these values, you can engage in a purpose statement exercise that involves identifying your unique strengths and leveraging them to make a positive impact personally and professionally. Accordingly, each action and decision should align with your core values and propel you toward your ultimate goal. Tune in to this episode of the Up Arrow Podcast as William Harris chats with Dr. Christine B. Whelan about harnessing your purpose to achieve authentic happiness in a consumption-driven economy. Dr. Whelan talks about the etymology of thrifting, the benefits of purposeful living, and how to balance your personal and professional endeavors. 

Eric Bandholz is the Founder and CEO of Beardbrand, a men's beard care company. He started Beardbrand after leaving a corporate role to pursue his passion for men's grooming and beard care. Eric is also the host of Practical Ecommerce's podcast Ecommerce Conversations, in which he interviews startup founders and founders of brands valued at $100 million. In this episode… What does it take to be recognized by strangers on the street for your brand? You don't have to compete with big-name brands to get widespread recognition; you just have to relate to your customers. How can you scale your brand's reach while honing your entrepreneurial skills? While traveling, Eric Bandholz is often recognized as the charismatic face of his brand. He attributes this acknowledgment to his natural storytelling abilities and maintains that this factor sets independent brands apart from large retailers like Amazon, which doesn't connect with consumers authentically. Eric doesn't invest in paid ads and instead recommends creating organic content that showcases a distinctive brand personality. Developing this personality may also involve giving your products unique and memorable names that capture consumers' attention and entice them to purchase from you. In the latest episode of the Up Arrow Podcast, Eric Bandholz, the Founder and CEO of Beardbrand, joins William Harris for a discussion about charismatic leadership and brand storytelling. Eric explains the importance of persevering during tough times, how to identify a work-life balance that aligns with your core values, and his presence on DTCX.

Dayne Hepner is the Founder and CEO of Candeeze, a freeze-dried candy company. He is also an Advertisement Specialist at TikTok, where he works with over 4,000 companies and produces 120 weekly ads. Dayne began as a content creator on TikTok before launching Candeeze on TikTok Shop. In this episode… TikTok is the Wild West of e-commerce, with its selling platform still underway. Many brands have found success selling their products on live streams. How can you optimize TikTok Shop to build your brand? At just 22 years old, Dayne Hepner has become the #1 food and beverage seller on TikTok, and it all began with a broken cell phone camera lens. He discovered that the keys to engaging, high-performing live streams are energy and storytelling. You can measure performance and engagement by analyzing your enter-room rate (ERR) and sell-through rates, which can be increased through creative set designs and offers like free giveaways and discounts. Dayne suggests promoting your live streams through video content to boost viewership, build your brand, and drive sales. Tune in to this week's episode of the Up Arrow Podcast as William Harris invites Dayne Hepner, the Founder and CEO of Candeeze, to talk about building a brand through TikTok live-stream sales. Dayne shares the importance of consistency, how to leverage ads to promote live streams, and how to create unique content to boost sales. He also delves into his personal life, including touring with faith-based bands, growing up in Serbia, and being expelled from school.

Why does the U.S. use Fahrenheit when Celsius is better? Would you quit your job if a coin flip told you to? And how do you get an entire country to drive on the other side of the road? SOURCES:Christian Crandall, professor of psychology at the University of Kansas.Stephen Dubner, host of Freakonomics Radio and co-author of the Freakonomics books.Scott Eidelman, professor of psychology at the University of Arkansas.David Hume, 18th century Scottish philosopher.Ellen Langer, professor of psychology at Harvard University.Steve Levitt, professor emeritus of economics at the University of Chicago, host of People I (Mostly) Admire, and co-author of the Freakonomics books.John McWhorter, professor of linguistics, English, and comparative literature at Columbia University.Mark Twain, 19-20th century American writer. RESOURCES:"What Countries Use the Imperial System?" by William Harris and Sascha Bos (HowStuffWorks, 2023)."UK Quietly Drops Brexit Law to Return to Imperial Measurements," by George Parker (Financial Times, 2023)."Heads or Tails: The Impact of a Coin Toss on Major Life Decisions and Subsequent Happiness," by Steven D. Levitt (The Review of Economic Studies, 2021)."A ‘Thrilling' Mission to Get the Swedish to Change Overnight," by Maddy Savage (BBC, 2018)."Why We Can't Quit the QWERTY Keyboard," by Rachel Metz (MIT Technology Review, 2018)."Why Americans Still Use Fahrenheit Long After Everyone Else Switched to Celsius," by Zack Beauchamp (Vox, 2015)."The Intuitive Traditionalist: How Biases for Existence and Longevity Promote the Status Quo," by Scott Eidelman and Christian Crandall (Advances in Experimental Social Psychology, 2014)."What Scientific Concept Would Improve Everybody's Cognitive Toolkit?" (Edge, 2011)."Mars Probe Lost Due to Simple Math Error," by Robert Lee Hotz (Los Angeles Times, 1999). EXTRAS:"Would You Let a Coin Toss Decide Your Future?" by Freakonomics Radio (2013)."The Upside of Quitting," by Freakonomics Radio (2011).

Ross Simmonds is the Founder and CEO of Foundation Marketing, a content marketing agency that strategizes, distributes, and optimizes content. Foundation has worked with some of the most successful SaaS and publicly traded cloud companies in the world. Ross has been named one of the most influential marketers in the world by multiple marketing publications and firms like BuzzSumo and Semrush. He is also a sought-after public speaker, an angel investor, and the author of Create Once, Distribute Forever. In this episode… In today's fast-paced and content-rich online landscape, simply sharing links to a piece of content on various platforms is not enough. This approach is outdated; instead, you must repurpose engaging content to build your brand. What content distribution strategies can you leverage, and how can you maximize value in your campaigns? Many entrepreneurs fear judgment and don't want to seem overly promotional, especially if they don't recognize the value in their content. As a shy kid who spoke an average of five words a day, renowned content creator Ross Simmonds understands the fear of judgment, rejection, and public presentations. To overcome this fear, he recommends shifting your mindset to recognize how your content benefits your audience, allowing you to promote it on as many channels as possible. Widespread content distribution and amplification requires creating a pillar asset like an informative and engaging YouTube video or podcast that you can repurpose into highlights, reels, or moments. Tune in to the latest episode of the Up Arrow Podcast as William Harris welcomes Ross Simmonds, the Founder and CEO of Foundation Marketing, to discuss content amplification and distribution strategies. Ross talks about evaluating content engagement, his book Create Once, Distribute Forever, and how to use AI to accelerate content creation.

Noah is joined by William Harris (The All Rookie Podcast) to discuss the dynasty prospects of the current crop of NBA small forwards --- Interact with fellow managers and join leagues on Discord. It might just be the best fantasy basketball forum in the world, and it's free - http://discord.gg/YbvGS98bwC ---Please subscribe to our YouTube channel, it does helps us out! https://www.youtube.com/@FBIBasketball ---Website, for everything about Fantasy Basketball International: www.fbi-basketball.com --- Also check out Industry Pickup, our collab with Josh Lloyd (Basketball Monster, Locked On Fantasy Basketball): https://www.industrypickup.com --- Intro credit: Kool Keith x L'Orange - Days I Used To Know

Jay Myers is the Co-founder of Bold Commerce, which builds flexible and customizable e-commerce apps for online stores. Since its launch in 2012, over 780,000 merchants have installed Bold apps on their Shopify stores. Jay has managed online stores since 1998 and has won awards like EY Entrepreneur of the Year and Deloitte Fast 50. In this episode… Ten years ago, brands that integrated subscription apps into their online stores were considered revolutionary and far ahead of the competition. With customer acquisition costs rising rapidly, nearly every brand selling household products offers subscription models since an existing customer is five times more likely to purchase an offer. How can you optimize your in-app subscriptions to turn every customer into a loyal subscriber? As a pioneer of in-app Shopify subscriptions, e-commerce innovator Jay Myers understands how to increase brand valuation through subscription models. With these models, members save more yearly yet spend more than non-members, making them an asset for brands. Jay maintains that every customer has the potential to become a subscriber, so positioning your product as a beneficial part of their daily routine can influence purchasing decisions. You can segment your customers into subscribers and first-time customers to personalize incentives, like offering free first-month orders for new subscribers and discounts for loyal customers.  Tune in to the latest episode of the Up Arrow Podcast as William Harris welcomes Jay Myers, Co-founder of Bold Commerce, to discuss the subscription e-commerce model. Jay talks about the brands that benefit from this model, how subscriptions influence purchasing behavior, and the benefits of partnering with other subscription platforms.

Neville Medhora is the Owner of the Copywriting Course, a community that helps businesses improve their copy and conversion rates through blogs, videos, tutorials, and copywriting sessions. As an Advisor for Sumo Group, his copywriting skills helped propel the rapid growth of AppSumo. Neville is also the best-selling author of This Book Will Teach You How to Write Better. In this episode… In a world where consumers are bombarded with content and spammed with emails and other marketing messages, brands must ensure their targeting efforts capture audiences' attention. Compelling copywriting can make or break your messaging and secure conversions. How can you differentiate your copywriting in the market to influence purchasing decisions? Copywriting master Neville Medhora says consumers often gloss over complex concepts or long, drawn-out topics, so your messaging should be concise and straightforward. How you leverage words in your storytelling influences each aspect of the customer journey. Neville recommends employing the AIDA formula in your copywriting, which captures consumers' attention, interest, and desire, influencing them to take action. This involves demonstrating various use cases, educating the consumer on practical benefits, and positioning your brand as an attractive option through precise branding and design. Tune in to a new episode of the Up Arrow Podcast as William Harris speaks with Neville Medhora, the Owner of Copywriting Course, about driving conversions through compelling copywriting. Neville shares his view on the sales process as educational, how the copywriting medium can sway consumers, and his approach to mentoring emerging copywriters.

Tiffany Wilburn is the Fractional CMO at Clever Disruption, where she helps food and beverage brands, agencies, and tech companies scale. She is also a Business Mentor and Coach at The DEC Network, which pairs entrepreneurs with business veterans who can identify emerging opportunities. With over two decades of global marketing leadership, Tiffany has transformed CPG and hospitality businesses through her expertise in brand management and strategy, product innovation, retail merchandising, and consumer insights. In this episode… In a crowded market overflowing with identical products, brands must tailor their product marketing strategies to various consumer demographics. Some of the world's most iconic brands have fully repositioned themselves while maintaining customer loyalty. What can e-commerce brands learn from their efforts? CPG brand marketer Tiffany Wilburn has driven revolutionary brand repositioning and product launch strategies for renowned companies like TGI Fridays, Fresh Direct, and Southern Comfort. These approaches included refining marketing messages for new consumer demographics, launching unparalleled bespoke products, and optimizing operations for sale. Tiffany emphasizes conducting ethnographic research to observe consumer behavior for insights into purchasing decisions, enhancing targeting and marketing efforts. You should also allocate funds across both brand and performance marketing to foster a lifelong relationship with consumers. In this week's episode of the Up Arrow Podcast, William Harris chats with Tiffany Wilburn, Fractional CMO at Clever Disruption, about creatively disrupting and elevating brands for the modern consumer. Tiffany shares how to balance the marketing flywheel, how she identifies optimal positioning in a crowded market, and her advice and philosophies on presence and non-attachment.

Braxton Manley is the Co-founder of Braxley Bands, which makes comfortable Apple Watch bands using an innovative elastic material. He is also the Co-founder of Mystic Gum and the CEO of Peace Love Hormones. His entrepreneurial journey began as a college project and became Braxley Bands, which he has since scaled to over $6 million in revenue. Braxton's creative and strategic approach to business has led him to successfully manage three unique brands simultaneously. With a deep understanding of e-commerce and a drive for continuous learning, Braxton excels in marketing innovation and product development. His journey showcases a blend of creativity, managerial excellence, and adaptability in the fast-paced world of digital commerce. In this episode… How can one adapt to the shifting tides of e-commerce, find joy in the journey, and still achieve remarkable success? Could economies of scale be the secret sauce for a successful e-commerce empire? Having scaled a college project to a multimillion-dollar empire, DTC expert Braxton Manley reveals his strategies for thriving in the e-commerce sector. He shares lessons from starting his longest-running business while managing two other DTC businesses under a single brand umbrella. By focusing on each brand's strengths and scaling them individually, entrepreneurs can navigate the challenges and opportunities of managing multiple brands. He dives into his strategic approach toward business, adopting a Profit First mentality, leveraging motion product pictures, tackling leaked discount codes, and his novel approach to first-purchase subscriptions. Tune in to this episode of the Up Arrow Podcast as William Harris chats with Braxton Manley, Co-founder of Braxley Bands, about scaling DTC brands beyond traditional growth metrics. Braxton explores the resilience and ingenuity required in business, the essence of staying true to one's goals, and the value of preparation, creativity, and flexibility. Braxton's story is a testament to the modern entrepreneur's journey.

Tyson Drake is a fractional CMO for eight- to nine-figure DTC brands, helping them scale profitably. As a self-taught affiliate marketer, he became the CMO of The Oodie, where he trained an in-house team of over 25 people across performance marketing, creative, and e-commerce, scaling the company to nine figures across eight markets. In this episode… As an e-commerce brand, expanding into international markets can skyrocket profitable growth in multiple areas, and a robust marketing strategy is crucial to this expansion. What strategies can you harness to penetrate new markets for exponential growth? Global marketing powerhouse Tyson Drake scaled to $200 million in yearly revenue by diversifying in multiple international markets. He attributes this achievement to his progressive internalization strategy, which involved having complete visibility into his business operations and regional trends to allocate budgets effectively across channels. This omnichannel distribution is essential in targeting your total addressable market and identifying growth opportunities. When measuring ROI for your efforts, focus on contribution dollars rather than profit margins for a more accurate growth measurement.  In this episode of the Up Arrow Podcast, William Harris chats with fractional CMO Tyson Drake about allocating your marketing budget to scale into international markets. Tyson talks about targeting new demographics, how to launch into new channels and promote new products during global expansion, and how to navigate a saturated market.

Will Leach is the Founder of Mindstate Group, a behavioral research and brand consultancy that specializes in identifying the unconscious factors driving consumer behavior. As the world's leading expert on subconscious mindstate research, he works with innovative brands to uncover actionable consumer insights. Will is also the best-selling author of Marketing to Mindstates and is a Behavioral Design Instructor at the Texas A&M Human Behavior Lab. In this episode… Have you ever been captivated by an ad that seemed to read your mind or wondered why certain products make their way into your shopping cart almost without thought? Behavioral psychology plays a huge role in consumer purchasing decisions. So how can you leverage psychological mindstates in your marketing? According to passionate behavioral marketer Will Leach, mindstates are emotional motivations that make consumers susceptible to influence. In these moments, they're more likely to make rash, subconscious decisions that satisfy demands. Marketers can leverage these mindstates to influence purchasing decisions and drive brand awareness. Behavioral marketing techniques include employing visual cues to increase your ads' stopping rate and developing a frame of reference to give your product a competitive edge. However, these strategies only capture short-term attention. To sustain brand loyalty, you must shift from emotional allure to demonstrating your products' rational benefits. In this episode of the Up Arrow Podcast, William Harris converses with Will Leach, the Founder of Mindstate Group, about the practical applications of behavioral marketing. Will talks about the influence of the environment on purchasing decisions, how brands can harness psychological cues to create persuasive marketing campaigns, and why brands struggle with rapid growth.

Phillip Jackson is the Co-founder of Future Commerce, a media company helping retailers and e-commerce companies understand the future of commerce and culture. With an engaged global audience of over 100,000 executives, his reach spans seven retail and digital commerce-focused content realms. As a writer, speaker, and marketer, Phillip has spent decades shaping brands and e-commerce businesses, guiding them from $10 million to $100 million and beyond. In this episode… Brands are vying for consumer attention online, but trends have become relative to specific audiences. As consumers are overwhelmed by purchasing choices and brands seek differentiation, holidays and other cultural events have become perpetual marketing campaigns. How does this relentless pursuit of relevance impact culture and commerce, and how can brands contribute to this discourse? With diverse cultural experiences under his belt, Phillip Jackson recognizes the relationship between culture and commerce, maintaining that e-commerce brands shape societal culture and consumer behaviors. He says to embrace this fusion by incorporating cultural motifs into your branding strategy to resonate with consumers and foster a stronger connection. You can also leverage archetypes to craft engaging brand narratives. Since culture has become commoditized, structuring marketing campaigns to align with societal changes and cultural movements is crucial to expanding your influence.  In the latest edition of the Up Arrow Podcast, Phillip Jackson, the Co-founder of Future Commerce, joins William Harris to discuss the dynamics of commerce as an integral part of culture. Phillip shares how to maintain relevance in a trend-driven market, how e-commerce can reignite the humanities discipline, and how Buy Nothing groups impact consumerism.

Phil Rosen is an award-winning journalist, author, and the Co-founder and Editor of Opening Bell Daily, an independent news and research outlet. As the former Senior Reporter at Business Insider, he has a passion for finance, market trends, content creation, and community building. Phil is also the Founder of the Creative Journalists Club, where he hosts dinners and events for media professionals in New York City. Additionally, he is a prolific blogger who focuses on personal growth and career guidance.  In this episode… What does it take to stand out in a society bombarded by content and fleeting attention? With the media landscape shifting, strategies that once helped professionals gain media acclaim are no longer viable. How can you maximize your influence in your sector? Having left a corporate news outlet to launch an independent media venture, Phil Rosen is knowledgeable about the changing landscape of media and content creation. He notes that leveraging industry insights and market trends in your discipline enables you to adapt and capture emerging opportunities in your business. To maximize your presence and gain visibility, it's crucial to regularly create and share content, interact with your audience, implement their feedback, and establish connections with media professionals to make the most impact in today's attention economy. In this week's Up Arrow Podcast episode, William Harris chats with Phil Rosen, the Co-founder and Editor of Opening Bell Daily, about the art of corporate storytelling and influence. Phil shares editorial strategies, the importance of media relationships, and the essential elements of personal branding.

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