Episodios
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What if the key to long-term business success isn’t just about strategy or product—what if it's about the people you choose to surround yourself with? In this episode of the North Star Leaders Podcast, Lindsay Pedersen speaks with Lynn Baranowski, CEO of Avalyn Pharma, about leading a purpose-driven company in the biotech and pharma industry. Lynn shares her journey of navigating a complex industry while prioritizing mission-driven work that impacts patients’ lives. She reflects on how making intentional choices about team dynamics and leadership has a profound impact on both the company’s trajectory and her own personal leadership journey. They dive into leadership principles, team-building, and balancing economic success with the greater good.
You'll hear them discuss:
Lynn’s career journey in the biotech space and how choosing the right people has been a cornerstone of her success and personal growth.
How investing in a team that aligns with your mission isn’t just about short-term results, but long-term sustainability for both the business and individual well-being.
The challenges of maintaining alignment between team culture, business goals, and values, and why it’s worth the effort.
Lynn’s approach to decision-making, especially when it comes to keeping the right people on board for the long haul.
How she navigates the pressures of leadership while maintaining a focus on her own wellness and creating space for others to thrive.
Practical advice for leaders on how to build a supportive and high-performing team that will sustain business growth and personal well-being over time.
Resources
Lyn Baranowski LinkedIn | Avalyn Pharma
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn -
What happens when marketing stops being just about transactions and becomes a true driver of brand loyalty and business growth? In this episode, Lindsay Pedersen dives into the world of marketing with Jessica Shapiro, CMO at LiveRamp, to uncover how businesses can create meaningful connections with customers while delivering measurable value.
You’ll hear them discuss:
The human side of marketing where understanding people—both customers and team members—and drives Jessica’s success as a marketing leader.
The similarities and differences between marketing to businesses and consumers, from sales cycles to customer relationships.
Learn how LiveRamp enables companies to securely share data to drive better ad targeting, improve ROI, and create relevant customer experiences without compromising privacy.
Finding the right leadership fit and why a CEO’s belief in the power of brand is essential for successful marketing leadership.
Balancing the fine line between delighting customers with relevant ads and avoiding a "creepy" overreach in personalization.
Collaboration is the ****critical role of marketing in supporting sales teams and building a unified approach to customer engagement.
Resources:
Jessica Shapiro on LiveRamp | LinkedIn
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn -
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How do you craft a story that resonates with both investors and customers? In this episode of North Star Leadership podcast, Erika Shaffer - a Director for Strategic Communication for Madrona Venture Group, shares her insights on the art of storytelling in business. She highlights the importance of tailoring the narrative for different audiences—investors versus customers—and the key role of authenticity and empathy in making a lasting impact.
Storytelling for investors often focuses on trends, technology, and potential returns, with AI being a recurring theme.
When communicating to customers, the focus shifts to the value they will receive, with less emphasis on technology like AI unless it directly benefits them.
Authenticity in communication builds trust, while using buzzwords like AI without clear explanation can lead to distrust.
Founders must be clear about what the market needs and how their product serves that need, aligning their communication with the audience's values.
Erika shares her experience with writing content for Madrona, emphasizing the importance of balancing expert insights with actionable advice for founders.
Resources
Erika Shaffer on Madrona Website I LinkedIn I Email: [email protected]
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! I Connect with me on LinkedIn -
What’s the one thing you do better than anyone else? And how can understanding this unique strength transform the way you work and lead? In this episode of North Star Leadership Podcast, Lindsay Pedersen sits down with Court Lorenzini, past CEO of Docusign, to explore the concept of “superpowers” and their critical role in personal and professional success.
Court shares his journey of creating a framework for identifying these innate strengths, offering practical advice for leaders and teams striving to unlock their full potential.
Defining your superpower: Discover the unique skill or talent that sets you apart and learn how to leverage it effectively.
Team dynamics: Why building teams with complementary strengths is essential for success—and how mismatched roles can lead to failure.
Strengths over weaknesses: Focus on amplifying what people are naturally great at rather than fixing weaknesses.
The "dark side" of superpowers: How every strength can have a downside—and how awareness can mitigate its impact.
Practical application: Aligning individual superpowers with organizational goals for better performance and fulfillment.
Whether you’re a leader, entrepreneur, or team member, this episode will inspire you to uncover your superpower and harness the power of others to achieve remarkable results.
Resources:
Court Lorenzini on LinkedIn
Founder Nexus on the Web | LinkedIn
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! -
How do you create a brand that stands the test of time? In this episode of North Star Leaders, Lindsay Pedersen sits down with Cammie Dunaway, CMO of Duolingo and Yahoo, among other Hall of Fame companies, to discuss what it really takes to build a lasting brand. They dive into the key moments of Cammie’s career and the lessons she’s learned, from navigating career phases to understanding the critical role CEOs play in shaping their company’s brand. Plus, they talk about why long-term brand value is crucial for businesses looking to thrive beyond short-term performance metrics.
Career Phases: Cammie breaks down the three stages of a career—learning, earning, and returning—and how each phase impacts professional decisions.
The CEO’s Role in Branding: Cammie discusses why CEOs need to own the brand, ensuring that every decision reflects the company’s core values.
Building Long-Term Brand Value: The conversation highlights why brands need consistency, not just performance marketing, to build lasting customer loyalty.
Changing Investor Priorities: Investors are shifting focus, recognizing that building a strong brand is key to long-term business success, beyond just short-term growth.
Balancing Work and Joy: Cammie reflects on how her husband’s perspective on her happiness at work influenced her career choices and the importance of finding joy in what you do.
Resources:
Cammie Dunaway on LinkedIn
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! -
What’s the secret to pitching a compelling business idea? In this episode of North Star Leaders, Lindsay Pedersen talks with Greg Gottesman, co-founder of Pioneer Square Labs (PSL), about the art of storytelling in startups, using AI to scale businesses, and the journey of transforming ideas into thriving companies. They also explore Greg's transition from venture capital to the startup world, sharing insights on building companies and the transformative role of AI in business.
Storytelling as Strategy: Greg emphasizes the importance of a clear, engaging narrative to captivate investors, customers, and team members from the start.
Crafting a Winning Pitch: He provides tips on how a well-told story can make complex business ideas relatable, laying the foundation for funding and growth.
Connecting with Investors: A strong narrative evokes emotion, helping investors envision the future impact of a business.
AI's Role in Startups: PSL utilizes AI tools to accelerate development, producing code and reducing costs for early-stage companies.
Building Faster with AI: Greg describes AI’s potential to handle operational tasks, enabling founders to launch quicker and more efficiently.
Future of Human-AI Teams: He sees AI complementing human skills in startup teams, boosting productivity.
Resources:
Greg Gottesman LinkedIn | X (Twitter) | Pioneer Square Labs | Email
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! -
What challenges do leaders face in fostering a culture of collaboration and accountability in today’s diverse workplace? In this episode, Lindsay Pedersen sits down with Maria Colacurcio, CEO of Syndio, to delve into the evolving dynamics of leadership and workplace culture. They explore Maria's insights on creating equitable workplaces and the vital role of transparency in leadership. They discuss the power of vulnerability in leadership, particularly in the context of admitting failures. Maria encourages us to view mistakes not as failures but as essential opportunities for growth and development.
Equity in the Workplace: Maria shares her passion for promoting equity and inclusion within organizations. She emphasizes that true equity goes beyond mere policy changes; it requires a cultural shift where everyone feels valued and heard.
The Role of Data in Leadership: They discuss the significance of using data to inform decisions and drive accountability. Maria highlights how metrics can illuminate gaps in equity and help leaders create more inclusive environments.
Building Trust Through Transparency: Maria underscores the importance of transparency in leadership, stating that leaders must be open about their challenges and decision-making processes. This openness fosters trust and encourages employees to engage authentically.
Embracing Vulnerability: Maria speaks about the power of vulnerability in leadership. By admitting to failures and conducting postmortems, leaders can demonstrate that setbacks are part of the journey.
Leadership as a Journey: Lindsay and Maria reflect on how leadership is not a destination but an ongoing journey of growth and adaptation. They discuss the need for leaders to be lifelong learners who embrace change and seek feedback.
Resources:
Maria Colacurcio on LinkedIn I Syndio
Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest!
Chuck Klosterman - ‘’But What If We're Wrong?: Thinking about the Present as If It Were the Past’’ - Buy Here -
What does it take to lead a startup through rapid growth while maintaining innovation and cultural integrity? In this episode of North Star Leaders, Lindsay Pedersen interviews Aviel Ginzburg, Partner at Founders' Co-op and co-founder of Simply Measured, to uncover the unique challenges founders face as they scale their companies. They explore the balance between innovation, leadership, and securing investment, with Aviel sharing his journey from entrepreneur to venture capitalist and offering insights on building impactful companies in a fast-paced tech landscape.
Listen as they discuss:
Founder’s Journey: Aviel reflects on his path from co-founding Simply Measured to transitioning into venture capital, sharing lessons learned from building a business from the ground up.
Scaling with Purpose: The conversation delves into the challenges of scaling a company, especially when balancing growth with maintaining a strong, cohesive culture.
Fundraising Insights: Aviel offers practical advice on securing funding, emphasizing the importance of aligning with investors who share a company’s mission and long-term vision.
Cultural Integrity: They explore the role of culture in a startup’s success, discussing how intentional leadership and clear values can shape a positive, high-performance environment.
Leadership vs. Innovation: The conversation highlights the balance between innovative thinking and effective leadership, with Aviel stressing the need for leaders to empower teams and embrace change.
Staying Agile in Tech: Aviel discusses the importance of staying adaptable in a fast-paced tech industry, where rapid shifts require leaders to remain flexible and responsive.
Long-Term Vision: They reflect on how maintaining a clear, long-term vision can help navigate short-term challenges and guide decision-making in turbulent times.
Resources:
Aviel Ginzburg on LinkedIn
Contact me to tell me who you'd like to hear as a guest! -
What happens when creation meets purposeful leadership in a startup environment? In this engaging episode, Lindsay Pedersen interviews Todd Owens, CEO of Kevala, a healthcare scheduling software. They delve into the duality of leadership and management, discussing how purpose-driven leadership can generate economic value while fostering a positive workplace culture. Todd emphasizes the significance of clear direction and team empowerment, highlighting the unique challenges and opportunities within the healthcare industry.
Hear Todd and Lindsay discuss:
Creating vs. Leading: Todd shares his passion for building teams in startup environments, finding fulfillment in defining company culture and guiding people toward a shared vision.
Deliberate Leadership: The importance of clarity in leadership is discussed, likening it to a "true north" that aligns team objectives and guides decision-making.
Management vs. Leadership: The conversation contrasts management, which involves hands-on tasks, with leadership, focusing on inspiring and empowering teams to reach their full potential.
The Power of Teams: They explore the concept of the "hive mind," emphasizing how diverse perspectives and collaboration can lead to innovative solutions, while stressing the need for psychological safety in brainstorming sessions.
Purpose-Driven Business: Todd reflects on his career path and the importance of leading mission-driven companies, particularly in healthcare, where meaningful impact can enhance employee experiences and organizational success.
Cultivating a Positive Culture: Creating an environment where employees feel valued and supported leads to better performance and job satisfaction.
Work-Life Balance: Todd emphasizes the importance of maintaining a healthy work-life balance to sustain energy and enthusiasm in leadership roles.
Resources:
Todd Owens on LinkedIn
Kevala
Contact me to tell me who you'd like to hear as a guest! -
What drives entrepreneurs to persist through the toughest challenges? Mike Fridgen, CEO of Madrona Venture Labs, joins Lindsay Pedersen on North Star Leaders Podcast to explore the dynamics of purpose-driven businesses and the importance of deeply connecting to the problem you're solving. They discuss how purpose fuels economic value, how mission-driven founders can navigate market shifts, and the balance between personal passion and the high-growth demands of venture-backed companies.
You will hear Lindsay and Mike talk about:
Mission-Driven Leadership: Mike emphasizes that successful founders are deeply connected to the problem they aim to solve. This mission-driven focus helps them persevere through challenges.
Founder-Problem Fit: Investors at Madrona look for founders who are passionate about solving a specific problem rather than being attached to a particular product. This alignment fuels innovation and long-term success.
Economic Value and Impact: Purpose and economic value are intertwined. Great economic outcomes often result from solving problems that have a significant impact on customers. Profit is a byproduct of meaningful problem-solving.
Venture-Backed Businesses: Not every company should pursue venture funding. Many successful businesses are purpose-driven but don’t need the scale or rapid growth that venture capital demands. Being clear on your business model early on is key.
Self-Care and Rituals: Mike shares the importance of maintaining balance through travel, adventure, and outdoor activities. His family tradition of 10 international trips in 10 years helped balance intense careers with personal connection.
Struggle Creates Meaning: Mike draws parallels between physical challenges, like hiking the Grand Canyon with his daughter, and the entrepreneurial journey. Struggle and discomfort often lead to more meaningful and rewarding experiences.
Resources:
Mike Fridgen: Madrona Venture Labs
Contact me to tell me who you'd like to hear as a guest! -
What happens when the mission to empower with facts is paired with the challenge of reaching those who need it most? In this insightful podcast episode, Lindsay Pedersen interviews Poppy MacDonald, CEO of USA Facts, about the power of non-partisan data, navigating uncertainty, and maintaining work-life balance. Poppy highlights the importance of delivering clear, unbiased information to the public, emphasizing that USA Facts is funded to serve people, not generate revenue. The conversation explores how data can shape public understanding, the unpredictability of the future, and the importance of intentional routines to recharge and stay focused.
You'll hear Lindsay and Poppy discuss:
Empowering with facts: USAFacts focuses on providing nonpartisan, data-driven insights to help Americans make informed decisions, without a revenue-driven agenda.
Mission-driven clarity: Staying true to their mission of delivering unbiased information helps avoid distractions and ensures strategic alignment.
Reaching the audience: Proactively finding people who need accurate information, rather than waiting for them to come to USAFacts, is key to fulfilling their mission.
Navigating uncertainty: In an ever-changing world, using today’s language to describe the future can feel daunting, but staying adaptable and humble is essential.
Work-life balance: Establishing routines like weekend planning, walks, and family activities helps recharge and stay focused on the challenging work ahead.
Intentional weekends: Being deliberate about weekend activities, such as hikes or date nights, ensures rejuvenation and quality time with loved ones.
Preparation is crucial: Ending the weekend by planning the upcoming week allows for a smoother, more productive start to Monday.
Consistency in routines: Simple habits like clearing emails on Saturday morning provide a sense of accomplishment and help maintain work-life balance.
Openness to change: Embracing evolving life stages allows for adjusting rituals and routines as needed, helping maintain focus and energy over time.
Valuing connections: Prioritizing time with family, especially teenagers, helps maintain strong relationships amidst a busy professional life.
Resources
Poppy MacDonald on LinkedIn
USA Facts
Contact me to tell me who you'd like to hear as a guest! -
What happens when leaders are too afraid to take bold, polarizing actions? In this episode, Lindsay Pedersen interviews Dan Shapiro, CEO and author of Hot Seat, about the complexities of leadership, decision-making, and strategy in today’s business landscape. Dan delves into how leaders can balance decisiveness with inclusivity, why polarizing strategies often lead to better results, and how to empower teams without losing accountability. Drawing on both his business experience and personal life, Dan shares key insights into leadership that parallel the challenges of parenting, highlighting the importance of values-driven inspiration and fast, effective decision-making.
You'll hear Lindsay and Dan discuss:
The Tension Between Risk and Safety: Many leaders opt for the safer, middle-ground approach, but polarizing strategies can often deliver stronger results.
Strategic Decision-Making: Pre-making decisions aligned with long-term goals ensures consistency, but leaders must build team buy-in to avoid resentment or disengagement.
Empowering Teams with Clear Strategies: Clear strategies empower teams, but poor communication or lack of alignment can leave them feeling disempowered.
Making Good Decisions Fast: Leaders must use strategic frameworks to make quick, informed decisions without getting mired in small details.
Accountability and Risk: Balancing team freedom with accountability helps ensure full commitment to risky initiatives and avoid half-hearted efforts.
Develop Clear Decision-Making Frameworks: Create strategic principles in advance to streamline decisions and stay focused on long-term goals.
Empower Without Relinquishing Accountability: Encourage teams to take risks but ensure they are fully committed to the success of their initiatives.
Balance Short and Long-Term Decisions: Prioritize immediate decisions versus those needing strategic thought and allocate time accordingly.
Align Teams with Company Strategy: Foster alignment by clearly communicating the strategy and securing buy-in from all team members to avoid internal conflict.
Resources:
Dan Shapiro on LinkedIn I X (Twitter)
Glowforge
Contact me to tell me who you'd like to hear as a guest! -
Jenny Xia Spradling is the co-CEO of Freewill, an online software company revolutionizing estate planning and charitable giving. With a background in math competitions, Jenny brings a unique perspective to the intersection of social impact and economic success. Under her leadership, Freewill has helped nearly one million Americans complete their estate planning and committed almost $10 billion to charity. Jenny's commitment to values like courage, joy, kindness, and focus has shaped Freewill's inclusive culture and mission-driven approach.
You’ll hear Lindsay and Jessica discuss:
Early establishment of values is crucial: Defining values early on helps align founders, guide decision-making, and set the tone for company culture, ensuring long-term cohesion.
Public Benefit Corporation designation: Choosing a legal structure that aligns profit with mission can provide clarity, transparency, and protection for purpose-driven companies in decision-making and operations.
Values drive decision-making: Mission, vision, and values act as a litmus test for prioritizing opportunities, ensuring alignment with the company's core beliefs and goals.
Human connection and trust: Building a culture centered on people fosters loyalty, engagement, and a positive customer experience, leading to long-term relationships and brand advocacy.
Inclusivity through hiring practices: Prioritizing diversity, humility, and low ego individuals fosters an inclusive environment, promotes collaboration, and prevents biases in decision-making.
Balancing values: Recognizing the dual nature of values, understanding their edges, and embracing the trade-offs helps navigate complex decisions and maintain integrity in actions.
Math and decision-making: While numbers provide structure and analysis, embracing ambiguity and intuition alongside quantitative data allows for more holistic and nuanced decision-making.
Culture is sticky: Establishing a strong culture early on, emphasizing inclusivity, humility, and feedback, creates a foundation for long-term success and employee retention.
Joy and gratitude: Incorporating moments of celebration, gratitude, and joy in the workplace fosters morale, engagement, and a positive work environment, enhancing overall productivity and satisfaction.
Transparency and clarity: Explicitly defining values, mission, and vision helps guide actions, align stakeholders, and provide a clear framework for decision-making, ensuring consistency and focus.
Resources
Jenny Xia Spradling | LinkedIn | FreeWill -
What happens when the intense focus on solving a specific problem is paired with a clear understanding of what not to do? In this thought-provoking podcast episode, Lindsay Pederson interviews Bill Richter, CEO of Qumulo, about the power of long-term thinking, customer partnerships, and the importance of focus in business. Bill emphasizes the value of creating enduring customer relationships by staying true to the company's mission and not diluting efforts by trying to do everything. The conversation delves into the challenges of maintaining focus, the significance of trust in building a brand, and the necessity of clarity in driving organizational success.
Focus is key: Focusing on solving one specific problem better than anyone else is crucial for startups to stand out and succeed in a competitive market.
Long-term thinking: Prioritizing long-term customer satisfaction over short-term gains builds trust, credibility, and enduring value for the business.
Trust is essential: Building trust with customers through long-term relationships and reliable service leads to positive recommendations and sustainable growth.
Explicitly define what not to do: Clearly outlining what the company will not focus on is as important as defining its main objectives to maintain strategic alignment and avoid distractions.
Customer obsession: Being customer-driven and prioritizing customer needs helps in defining the company's roadmap and ensuring product-market fit.
Clarity is jet fuel: Providing clarity within the organization fuels productivity, engagement, and a sense of purpose among employees, driving overall success.
Balancing customer requests: Balancing customer demands with the company's core mission ensures alignment with the business's long-term goals and values.
Maximizing tool utilization: Focusing on maximizing the use of existing tools rather than acquiring new ones enhances efficiency and productivity within the organization.
Openness as a trait: Valuing openness in others fosters effective communication, collaboration, and a culture of transparency within the team.
Consistency in habits: Maintaining consistent habits, like enjoying a cup of black coffee, can provide stability and routine in a busy workday, enhancing focus and productivity.
Resources
Bill Richter | LinkedIn | Qumulo -
What does it take for a venture capitalist to build a successful brand strategy that resonates with founders and investors alike? In this episode, host Lindsay Pedersen sits down with Kirby Winfield, the founding general partner at Ascend, to explore the importance of defining and embodying a brand identity in the world of venture capital. Kirby shares insights on the value of authenticity, problem-driven processes, and the power of being intentional in shaping a brand that stands out in a competitive market.
Define Your Brand Early: It's crucial to define your brand early on to establish consistency and clarity, allowing for a compound effect over time.
Focus on Problem-Solving: Prioritize solving the problem over showcasing the product or technology to ensure customer-centricity and value delivery.
Humanize Your Approach: Whether in B2B or B2C, marketing to humans requires understanding human drives and emotions to build a strong brand strategy.
Be Authentic and Consistent: Being authentic and consistent in your brand messaging builds trust with customers and stakeholders over time.
Set Brand Guidelines: Establishing brand guidelines helps in maintaining focus, saving time, and ensuring alignment with your brand values and mission.
Choose Your Brand Values: Identifying and standing for specific brand values early on helps in shaping your brand identity and resonating with your target audience.
Timing Matters: Timing is crucial in defining your brand, with post-Series A being an ideal stage when you have product-market fit and a better understanding of your audience.
Avoid Overthinking: Overthinking brand decisions can lead to wasted resources and potential disillusionment, so it's essential to find the right balance.
Stay True to Yourself: Staying true to yourself and your brand values, even in the face of challenges, helps in maintaining authenticity and building long-term relationships.
Embrace Personal Boundaries: Setting personal boundaries, both professionally and personally, helps in maintaining focus, energy, and consistency in brand messaging.
Resources
Kirby Winfield | LinkedIn | Ascend -
Carole Offredo is the Chief Marketing Officer (CMO) at Dataiku, a leading end-to-end platform for everyday AI. With over eight years of experience in the tech industry, Carole is passionate about democratizing AI and empowering individuals to harness its potential. She has a strong belief in the power of collaboration and transparency, driving her to create impactful marketing strategies that align with Dataiku's vision of making AI accessible to everyone. In this episode, Carole shares why there is power in understanding AI.
Belief in the Vision: Believing in the product and vision you're working for is crucial as it provides meaning and energy to drive you forward.
Team Collaboration: Creating conditions for your team to work together and create memorable moments for customers and prospects is energizing and fosters success.
Democratizing AI: Making AI accessible to everyone empowers individuals to automate tasks, innovate, and create more interesting work, leading to a more efficient and sustainable future.
Truthful Marketing: Telling real customer stories without overselling builds trust and credibility, ensuring marketing efforts are authentic and impactful.
Power of Collective Creation: Harnessing the diversity of thought, background, and experience in a team leads to more vibrant ideas, innovations, and successful outcomes.
Delegation and Empowerment: Delegating tasks in an empowering way allows team members to grow, learn, and contribute to the collective vision, making the organization more scalable and sustainable.
Long-Term Sustainability: Focusing on making people grow as individuals, as a team, and as an organization ensures the business is scalable, sustainable, and creates long-term value.
Kindness as a Trait: Valuing kindness in a person fosters positive relationships, empathy, and a supportive work environment, leading to better collaboration and team dynamics.
Resources
Carole Offredo on LinkedIn | Dataiku -
Adriana Gil Miner, the CMO at Iterable, brings a wealth of experience and passion to the world of marketing. With a background that spans industries like financial services and tech, Adriana's unique perspective on brand building and customer experience shines through in her work. Known for her dedication to creating joyful experiences and building emotional connections between brands and people, Adriana's insights on marketing strategy and the evolving landscape of the tech industry are both enlightening and inspiring.
Brand is more than just a logo or advertising: It is about who you are as a company. Building a brand through every touchpoint helps create emotional connections with customers, leading to loyalty and advocacy.
Invest in Brand Marketing: Investing in brand marketing can increase the efficiency of performance marketing dollars over time. Brand marketing helps build awareness, positioning, and organic interest, making performance marketing more effective in the long run.
Marketing and Business Strategy: Marketing is a strategic function that should be tied to the overall business strategy. Marketing is a variable and unpredictable expense that serves as the engine for growth in a company.
How Brand Evolves: The essence of a brand can evolve and abstract over time, transcending the product itself. A strong brand identity can help a company navigate through different product iterations and market challenges.
Personal Experiences Matter: Personal experiences can deeply impact how we perceive and connect with brands. Emotional connections with brands can be formed through personal experiences, leading to long-lasting loyalty.
Budget for Marketing: Marketing budgets should be allocated strategically, considering a healthy blend of brand and performance marketing. Balancing brand-building activities with performance-driven tactics can lead to more efficient and effective marketing strategies.
How to Approach Branding: The concept of brand transcends industries, with some industries having a more conscious understanding of its value. Different industries may approach brand marketing differently, but the essence of brand building remains universal.
Brands Must Adapt: The evolution of a brand can reflect societal changes and technological advancements. Brands that adapt and evolve with the times can maintain relevance and connection with their audience.
Resources
Adriana Gil Miner on LinkedIn | Iterable -
Elena Donio is a seasoned leader with a wealth of experience in the tech industry. As the former CEO of Axiom and President at Concur, she played pivotal roles in driving growth and innovation. Elena's expertise extends to advising and serving on the boards of companies like Twilio, Benchling, Databricks, Contentful, and PayScale. With a passion for mentoring the next generation of talent, Elena's career has been marked by a commitment to authenticity, leadership, and creating meaningful impact on the next generation.
You'll hear Lindsay and Elena discuss:
Embrace Paradox in Leadership: Managing through paradox is essential for making strategic decisions that balance conflicting priorities, leading to long-term success and growth.
Focus on the How, Not Just the What: A company's way of operating, values, and norms can differentiate it, create a positive work environment, and drive success beyond just the product or service.
Maintain Personal Energy and Well-being: Taking care of yourself physically and mentally, including getting enough sleep and exercise, is vital for sustained high performance and creativity in leadership roles.
Engage Employees Beyond Financial Rewards: During challenging times, leaders must find ways to keep employees connected to the mission, engaged, and excited about their work beyond monetary incentives.
Create Career Opportunities Without Vacancies: Leaders should invent and provide growth opportunities for employees even when traditional career advancements are limited, fostering intellectual and professional development.
Value Creative Thinking and Problem-Solving: Encouraging creativity and challenging individuals with significant problems and opportunities can keep employees motivated and intellectually stimulated, even in stagnant growth periods.
Prioritize Personal Relationships and Relaxation: Spending quality time with loved ones, enjoying leisure activities, and relaxing can recharge leaders, enhance well-being, and improve decision-making.
Resources
Elena Donio on LinkedIn | X(Twitter) -
Barry Padgett, CEO of Amperity, is a seasoned executive with a proven track record in leading innovative companies like Stripe and SAP Concur. His genius lies in driving transformative business strategies and creating new categories in the customer data unification space. Barry's focus on better data, better results exemplifies his commitment to delivering audacious economic value while staying true to a distinctive purpose.
You’ll hear Lindsay and Barry discuss:
Importance of having a North Star: Having a clear guiding principle, like "better data, better results," helps in making trade-offs, prioritizing tasks, and aligning the team towards a common goal.
Building for durability: Companies aiming for long-term success focus on creating enduring customer relationships, employee experiences, and shareholder value, guided by a strong North Star.
Emotional quotient in business: Incorporating emotional elements in products or services, like creating delightful experiences for customers, can enhance brand loyalty and drive long-term success.
Leader-dependent approach: The leader's vision and values play a crucial role in shaping the company's direction, culture, and customer-centric focus, regardless of the industry or vertical.
Balancing short-term and long-term goals: Leaders need to balance short-term demands with a long-term vision to ensure sustainable growth, customer satisfaction, and employee engagement.
Personal preferences and professional choices: Leaders can have personal preferences, like reading nonfiction books, while professionally focusing on customer-centric strategies, durability, and emotional connections.
Utilizing data for customer experiences: Leveraging customer data to create personalized, seamless experiences, like empowering customer service reps with comprehensive customer insights, can drive customer satisfaction and loyalty.
Resources
Barry Padgett on LinkedIn | Amperity -
Elissa Fink, former CMO of Tableau, led the company from its startup phase through its IPO and beyond. With a focus on helping people see and understand data, she emphasized the importance of human connection in marketing. Elissa's expertise extends to advising tech companies and serving on boards for companies like Intellimize, Pantheon Platforms, and Cumulo. Her passion for creativity, collaboration, and brand strategy has made her a respected leader in the industry.
You'll hear Lindsay and Elissa discuss:
Using data and intuition in marketing: Marketers should utilize both data and intuition in decision-making to get a more complete picture and make better decisions.
Focus on people in enterprises: It's crucial to remember that marketing should target people within enterprises, not just the organizations themselves, to appeal to emotions and build relationships.
Brand as a relationship: Branding is about building a relationship between humans and a company, emphasizing trust, credibility, and emotional connections.
Balancing brand and demand: Every demand touch should also be a brand touch, ensuring consistency in messaging and reinforcing the brand promise for more effective marketing.
Inbound leads: Prioritizing inbound leads over outbound campaigns allows for a customer-centric approach, meeting customers on their terms and fostering long-term relationships.
Mission-driven leadership: A clear and simple mission statement, like "helping people see and understand data," serves as a guiding principle for decision-making and aligning actions with the brand promise.
Utilizing persuasion principles: Understanding human behavior and decision-making, as outlined in books like "Influence" by Robert Cialdini, can inform marketing strategies and improve customer engagement.
TV show recommendations: Enjoying TV shows like "Curb Your Enthusiasm" and "Tokyo Vice" can provide entertainment and insights into human behavior and different cultures, offering a break from work.
Personal connections: Building relationships and being open to communication with others, whether in work or personal life, can lead to valuable connections and opportunities for growth.
Continuous learning: Remaining open to new experiences, cultures, and perspectives, like through TV shows or books, can broaden one's understanding and enhance personal and professional development.
Resources
Elissa Fink on LinkedIn | Website - Mostrar más
