Horizons Pod with Nate Desmond

Listen now on YouTube, Spotify, and Apple. (I recommend catching this one on YouTube to get the full experience.)What’s one marketing framework from Season 1 that actually stuck with you?If you’re like most people, the answer is... fuzzy. Maybe you remember a guest name. Maybe a general concept. But the specific framework?Gone.That’s why I turned all 45 episodes into songs.Not because I think I’m the next Grammy winner. But because you probably still remember jingles from commercials you saw 20 years ago.And because it seemed like an insanely fun way to celebrate the first season.Here’s a sample of the frameworks from Season 1, now impossible to forget:* Stories persuade, facts inform (Lydia Davey): Why “the king died of a broken heart” beats “the king died”.* Monthly billing reveals truth (Joe Wilkinson): Annual plans hide churn. Monthly plans force you to earn customers every 30 days.* Behavior > surveys (Ryan Delk): What people SAY vs what they PAY are two different things.* The 5 Whys (Pete Sena): Ask “why” five times to reach emotional buying triggers.* Don’t let great get in the way of good (Stephen Stouffer): Perfect is a moving target. Ship now, iterate later.* Simple tools beat complex software (Sundar Swaminathan): Google Sheets ran Uber’s growth for 5 years. You don’t need fancy tools.* Strategic friction increases conversions (Alexey Komissarouk): Why Masterclass adds a quiz before checkout, and it works.* Master one channel (Sherry Jiang): Better to have 500K views on one platform than 50 views on ten.* Content is a volume game (Andrew Littlefield): Baseball players who hit .333 make the Hall of Fame. Keep swinging.* Build around existing habits (Kevin Xu): AfterHour became #1 by being the “bathroom app”. Join existing habits; don’t fight behavior.* Network effects are AI-proof (Adam Miller): The only moat AI can’t compete away.Plus another 34 beats.Listen to the songs. They’re available everywhere:Or better yet watch the recap video for a sampler (I recommend starting here):I’ve had way too much fun filming season 1.Sitting down with people behind the growth of Uber, Masterclass, Flipkart, and so many other companies that have literally changed the way we live.To each guest who has let us behind the curtain: thank you for opening your world to us.And to each listener who has come along for the journey: thank you for joining me on this crazy ride.I don’t know when (or if) I’ll film a second season, but I’m so glad that I finally got around to bringing this dream to life. (Literally 10 years after I first considered podcasting in 2015!)If you, dear reader, have got a fun idea burning a hole in your pocket, please do it! I can guarantee you that it will be 100x harder than you ever imagined, yet also more fulfilling and enjoyable. What side quest will you bring to life in 2026?Signing off,NateP.S. If even ONE of these frameworks changes how you work this week, hit reply and tell me which one. It would make my week.PPS. Want to hear how exactly I managed to create 45 songs without ever playing an instrument? Here’s a little behind-the-scenes for AI nerds like me. :)Just 5 years ago, a project of this size would be impossible, or would at least take years + a large team.I managed to pull it off solo during my weekends and evenings thanks to the incredible boost of AI. It’s been my creative partner in everything from drafting song lyrics, to creating the songs themselves, to crafting music videos (some are really funny, don’t miss them!), to editing this note you’re reading right now.Here’s what I’ve learned about AI: it can create some really dreadful slop.But with the right human in the loop, you can also find some real diamonds in the rough.As an example: when creating the songs, I used Suno AI and gave incredibly detailed prompts describing the genre of music I wanted (+ the exact lyrics to use). Even still, it probably took 4-8 song generations on average to find the one that made me go “oh, that’s epic”. The secret to creating with AI comes in two parts:1/ Detailed prompting: Generic prompts create AI slop. Mindblowing prompts* create… well still probably 70% AI slop, but 30% fantastic results.2/ Tastemaking: Pretend you’re a judge on “AI’s Got Talent”. Your job is to separate the slop from the spectacular.It really is that simple, but it takes hundreds of hours of practice to get it right (or maybe that’s just me).*And what is a “mindblowing prompt”? So much of this is experimentation + stealing ideas from other AI users. But the single most powerful tip I’d share is to give your AI a role (“You’re a YouTube consultant who’s grown 3 channels to 100M subscribers, and you’ve been paid $1M to grow Horizons Pod.”).—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Alessia Morichi is a global marketing leader and startup founder who I met while we were both at Google. She has since gone on to cofounded a health tech company in the US, and now leads MarCom for a health tech company in Milan, Italy.Here’s some of my takeaways from this week’s episode…1/ 🌱 Brand Growth Takes Time: Leaders often demand instant results, but brand building requires patience. Focus on establishing meaningful customer relationships rather than chasing short-term metrics, and create dashboard metrics that track both immediate and long-term impact.2/ 🤝 Network Like Your Growth Depends On It: Actively maintain relationships with peers, mentors, and industry leaders. Especially in challenging industries, allies who understand your unique challenges are invaluable.3/ 📊 Make Brand Data Digestible: Transform brand metrics into business language. Track specific KPIs like C-suite follower growth, media value of press mentions, and clear funnel progression. Present data in ways that resonate with revenue-focused stakeholders.4/ 🎯 Balance Authority + Accessibility: Particularly in healthcare, find the sweet spot between expertise and approachability. Consider shifting from a “caregiver” to an “everyman” brand archetype to create more balanced customer relationships.5/ 🔄 Create Content Virality Loops: Don’t just post content; engineer it to spread. Focus on content that encourages sharing and reaches beyond your current audience. Strategic timing and high posting frequency maintain algorithmic advantages.6/ 💡 Partner with Purpose: Successful partnerships should deliver on short-term metrics, while also building toward a longer-term shared vision. It’s easy to fail in either direction.7/ 📱 Social Media Needs Evolution: Today’s social strategy requires authentic, casual communication even from serious brands. Create content that feels native to each platform while maintaining brand integrity.8/ 🎓 Theory + Practice = Growth: When building teams, balance theoretical knowledge with practical application. Give team members space to solve problems independently while providing strategic context and support.—Where to find Alessia Morichi:* LinkedIn: https://www.linkedin.com/in/alessiamorichi/—In this episode, we cover:00:00 Introduction and Marketing Success at Elty02:35 Brand Marketing vs Growth Marketing04:43 Breaking Out of Marketing Comfort Zones06:05 B2B and B2C Marketing Strategy08:39 Market Localization Insights11:04 Growing Sales 5X Through Strategic Partnerships13:15 Leveraging Networks and Influencers15:26 Overcoming Social Media Challenges18:48 Evolution of Social Media Marketing20:29 Managing Healthcare Brand Voice23:58 Measuring Brand Marketing Success27:56 Content Strategy and Frequency30:33 Finding the Right Agency Partners34:40 Marketing Roles Across Company Stages40:49 Teaching and Mentoring Marketing Professionals51:07 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Dave Finnegan is a customer experience executive and brand strategist who serves as Strategic Advisor at NewRoad Capital Partners, following transformative leadership roles at Orvis and Build-A-Bear Workshop, where he helped grow the company from 4 stores to over 400 locations globally.Here’s some of my takeaways from this week’s episode…1/ 🤝 Connection Drives CommerceCore insight: Business success is rooted in human relationships, not just transactions. At Build-A-Bear, the heart ceremony (where kids kiss the heart before putting it in their bear) wasn’t planned - it emerged from store associates creating meaningful moments with customers.2/ 🎯 Problems > Solutions Start by deeply understanding customer needs before jumping to solutions. Domino’s didn’t just need faster delivery - they needed better-tasting pizza. Only after nailing the core product did speed and convenience innovation matter.3/ 🧠 Experience First, Economics SecondWhen innovating, focus on getting the customer experience right before worrying about costs. Good CFOs will invest millions if you can prove the experience drives returns. Build-A-Bear’s success came from prioritizing experience over immediate profitability.4/ 👥 Culture Beats StrategyHire for culture alignment first, skills second. Build-A-Bear looked for people whose “faces lit up” when interacting with others. Product expertise can be taught; genuine care for customers can’t.5/ 🎭 Physical Beats DigitalThe ultimate interaction is product-in-hand. When Build-A-Bear created digital “try on” experiences, customers ignored them in favor of physically dressing their bears. Digital should enhance, not replace, tactile experiences.6/ 🌱 Wisdom + Youth = GrowthPair experienced mentors with energetic new talent. The Maasai tribe’s warrior path demonstrates this perfectly: 5 years of a young warrior learning from an elder guide creates exceptional leaders.7/ 🎪 Location Strategy Matters Build-A-Bear’s expansion succeeded by targeting vacation destinations first. Families would experience the brand while traveling, then demand stores in their hometowns.8/ 📚 Stay TeachableSuccess comes from maintaining a “ready to receive” mindset. The moment you think you know everything, you stop growing. Every interaction is a chance to learn something new.—Where to find Dave Finnegan:* LinkedIn: https://www.linkedin.com/in/davefinnegan/—In this episode, we cover:00:00 The Importance of Physical Product Interaction02:41 Building Human Connections in Business03:40 Build-A-Bear’s Culture and Innovation Philosophy06:53 Evolution of the Build-A-Bear Experience09:43 Balancing Innovation with Financial Responsibility12:10 Brand Recognition and Growth Strategy15:01 Strategic Store Placement and Media Exposure20:07 Digital vs Physical Experience Design25:01 Learning from Customer Behavior34:36 The Role of Human Connection in Business Success43:34 Customer and Employee Onboarding52:04 Learning from Global Travel Experiences54:30 Leadership Lessons from Maasai Warriors1:06:17 Perspectives on AI and Future of Business—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Sarah Aird-Mash runs one of my favorite design and marketing communications agencies, and even finds time to run a nonprofit, Together Equal, in her free time.Here’s some of my takeaways from this week’s episode…1/ 🎯 Clarity Beats Complexity: Keep briefs short and focused on a single message. A good brief answers: Who are you talking to? What do they need to know? What’s your single-minded message? What are your KPIs? Supporting docs can be lengthy, but core brief must be crystal clear.2/ 🤝 Chemistry Rules Agency Selection: Look beyond portfolios when choosing agencies. Focus on team chemistry, communication style, and listening skills. Red flags: agencies that badmouth competitors or showcase senior leadership that won’t work on your account.3/ 📊 Data Democracy Demands Trust: Agency/client relationships often break down over data access. Solution: Define clear KPIs upfront and establish what data can be shared. This creates accountability without compromising confidential info.4/ 💪 Project Management Is Your Secret Weapon: Success hinges on consistent updates and timeline adherence. Keep everything in writing, use a single source of truth (like a simple spreadsheet), and maintain transparent communication channels.5/ 🌱 Scale Smart with Freelancers: Use freelancers to handle growth spurts while evaluating long-term needs. Don’t rely on permanent freelance relationships; instead, use them as a bridge while building permanent team capacity.6/ 🎭 Agency vs In-House Balance: In-house teams excel at quick-turn production work and data response, while agencies often attract top creative talent wanting diverse projects. Consider a hybrid model: in-house for production, agency for creative innovation.7/ 🎓 CMO Reality Check: Many companies can’t afford experienced CMOs, leading to title inflation. Consider fractional CMOs with broad experience (brand, performance, omnichannel) as a cost-effective alternative to hiring underqualified full-time leaders.8/ 🔄 Client Partnership > Service Provider: The best agency relationships function as true partnerships. Share business context, maintain open communication, and treat agencies as extensions of your marketing team rather than mere vendors.—Where to find Sarah Aird-Mash:* How to brief an agency: https://hubs.ly/Q03Hz_qZ0* How to choose an agency: https://hubs.ly/Q03Hz_K50* LinkedIn: https://www.linkedin.com/in/sarahairdmash/—In this episode, we cover:00:00 The Importance of Clear Communication02:30 Agency vs In-House Experience05:34 Managing Client and Agency Dynamics09:17 Writing Effective Creative Briefs13:27 Choosing the Right Agency Partner18:51 Project Management Best Practices24:43 Building Company Culture27:17 Starting and Growing an Agency31:35 Early Agency Success Stories34:37 Project Management Skills39:07 Tools and Systems for Client Management42:26 Lightning Round Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Tommy Walker is a content marketing strategist and founder of The Content Studio, who pioneered content programs at Shopify Plus and served as Global Editor-in-Chief at QuickBooks.Here’s some of my takeaways from this week’s episode…1/ 🎭 Want vs Need > Surface SolutionsMarketing often addresses surface wants (better landing pages, more traffic) but neglects deeper psychological needs (validation, job security, creative autonomy). Understanding and addressing both layers creates more resonant content.2/ 🎯 Find The Common SparkDon’t segment audiences into endless personas. Instead, identify the core motivation that unites your target customers (eg, Shopify Plus: “making their dent in the universe” vs QuickBooks: “independence on their own terms”).3/ 🎬 Content Calendar = Story Arc Structure content like a TV season: Break quarters into acts, months into episodes, pieces into scenes. Each needs clear objectives, conflicts, and story beats that build toward resolving your audience’s central challenge.4/ 🎨 The 70/30 Archetype RuleIdentify your audience’s primary archetype (70%) and secondary influence (30%). Understanding their values, fears and success strategies helps craft content that truly resonates with their worldview.5/ 👥 Map The Functional CastYour audience doesn’t operate in isolation. Create a “show bible” documenting the key players (allies, antagonists, mentors, gatekeepers) who influence their decisions and shape their story.6/ 🔄 Setup & Payoff ContentCreate content that references back to previous pieces and foreshadows future ones. This builds anticipation and increases retention rates 50-60% by making content more “bingeable.”7/ 🗣️ Words Behind WordsDon’t just write surface-level content. Map the subtext and emotional undercurrents, like screenwriters do before writing dialogue. This adds depth that resonates with readers’ unstated needs.—Where to find Tommy Walker:* The Content Studio: https://www.thecontentstudio.com/* LinkedIn: https://www.linkedin.com/in/tommyismyname/* X: https://x.com/tommyismyname—In this episode, we cover:00:00 Opening Question on Words and Weapons02:15 Stanislavski Method and Marketing08:54 Applying Acting Methods to Landing Pages14:02 Experience at QuickBooks and Customer Personas19:52 Content Strategy and Common Threads25:04 Storytelling in Content Marketing30:15 Content Calendar Structure35:42 Breaking Down Content into Acts40:12 Strategic Content Planning Example45:26 Functional Cast Design50:18 Using AI in Content Strategy55:32 Jungian Archetypes in Marketing1:04:47 Breaking Bad Case Study1:09:10 Final Thoughts on Content Creation—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Gautam Ramdurai is a business strategy advisor and CEO of Snowbird Global who spent 13 years at Google leading transformative initiatives across YouTube, Android, and Cloud before founding his cultural intelligence consultancy.Here’s some of my takeaways from this week’s episode…1/ 🔍 Stop Trend-Spotting, Start Society-Watching- Culture isn’t just about spotting viral trends- Focus on fundamental societal shifts (eg, pandemic drove desire for flexibility, not just WFH)- Ask “what fundamentally changed in human behavior?” vs “what’s trending?”2/ 🧠 Insights Need Imagination, Not Just Analysis- Raw data (eg, “e-commerce is growing”) isn’t an insight- True insights combine surprising observations with actionable next steps- Mix analytics with imagination to find your unique strategic path3/ 🌱 Diverse Inputs Create Better Outputs- Maintain varied “information diet” like diverse gut bacteria- Read physical newspapers, magazines, newsletters across industries- Connect seemingly unrelated dots to spot emerging patterns4/ 🎯 Curiosity > Competence- We’re in a “curiosity recession” where people ask fewer questions- Challenge teams to explore/share personal interests and rabbit holes- Foster environment where learning weird things is celebrated5/ 🔄 Strategy Needs Social Context- Businesses don’t operate in a vacuum- Watch broader political/cultural/economic shifts- Pay attention to surveys like Gallup’s workplace engagement data6/ 🛠 Use What You Have (Jugaad Principle)- Ask “what do we have?” before “what do we need?”- Find creative solutions within current constraints- Focus on reorienting existing resources vs always seeking more7/ 👥 Internal Culture Blocks External Adaptation- Companies often miss societal shifts due to internal resistance- Mid-level leaders avoid risk due to incentive structures- Need “diplomatic change-makers” to drive real transformation8/ 🎲 Test Small, Scale Smart- Don’t bet the farm on untested strategies- Start with small trials in low-risk markets- Build on existing pockets of success vs starting from scratch—Where to find Gautam Ramdurai:* Snowbird: https://www.snowbird.global/* Newsletter: https://www.snowbird.global/archive/* LinkedIn: https://www.linkedin.com/in/gautamramdurai/—In this episode, we cover:00:00 The Curiosity Recession02:30 Culture vs Societal Shifts07:32 Plant Trends and Societal Change12:12 Business Response to Change14:15 Spotting Cultural Signals20:26 Analysis vs Imagination25:36 Change Makers in Organizations31:17 Strategic Risk Management37:09 Team Curiosity Development43:38 Understanding True Insights52:55 Building Better Conversations1:00:48 Corporate Trend Analysis1:07:38 Lightning Round Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Nick Cawthon is a UX research and design leader who founded Gauge in 2001, where he helps Fortune 100 companies solve complex design challenges through mixed-methods research and human-centered design.Here’s some of my takeaways from this week’s episode…1/ 🎮 Product-Market Fit > Product Perfection: Uber's early “taxis nearby” loading screen shows how addressing emotional needs matters as much as raw functionality: the screen created trust and reduced anxiety by showing availability and social proof.2/ 🔍 Field Research Beats Lab Studies: Get out of sterile testing environments and meet users where they are. Conference networking, user shadowing, and contextual interviews reveal insights that controlled studies miss. Look for patterns across multiple casual interactions.3/ 🤝 Make Friends with Engineers: UX wins require technical understanding. Build relationships with developers, learn basic coding, and understand the constraints they work within. You don't need to be an engineer, but you should speak their language.4/ 📊 Quant Validates Qual: Start with qualitative research to understand the "why" and uncover hidden behaviors. Then use quantitative data (like log files) to validate findings at scale. The combo is more powerful than either alone.5/ 🎯 Solutions > Problems: When presenting difficult findings to stakeholders, always pair problems with potential solutions. "We found X issue, here's how we could fix it" lands better than just highlighting issues.6/ 🌐 Network Through Communities: Find experts through existing networks rather than cold outreach. Engage in industry communities, attend conferences, and build relationships before you need them.7/ 🤖 Use AI For Skills You Already Have: Use AI to accelerate work you understand, not replace skills you lack. It's great for ideation and initial drafts but requires human judgment for synthesis and refinement.8/ 🎨 Brand Consistency Across Touchpoints: Marketing and UX should pull from the same brand system. Align customer experience, digital interfaces, and marketing messages to tell a cohesive story.—Where to find Nick Cawthon:* Gauge: https://gauge.io/* Nick's Retrain Assessment: https://retrain.gauge.io/* LinkedIn: https://www.linkedin.com/in/nickcawthon-ux-digital-agency-product-design-leadership/* X: https://x.com/ncawthon—In this episode, we cover:00:00 Introduction and Uber’s “Nearby Taxi” Interface02:27 Early Internet Days and Current Tech Parallels04:26 Evolution of UX and Human Interaction07:37 Understanding Human Experience in Design12:17 Merging Design and Development17:01 Working with Engineering Teams24:09 iPhone’s Impact on UX as a Discipline29:40 Analyzing Airbnb Reviews38:20 Managing Global Research Teams44:22 Presenting Difficult Findings to Stakeholders51:22 AI’s Role in UX and Personas57:18 Marketing and UX Collaboration1:00:38 Closing Thoughts and Resources—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Marcus Goh is a Prudential Executive Financial Consultant and four-time Million Dollar Round Table qualifier who helps companies and individuals protect their health, wealth, and legacy while building thriving communities.Here’s some of my takeaways from this week’s episode…1/ 🎯 “I’m not a smoker” > “I’m trying to quit”Identity shifts are more powerful than willpower. Rather than fighting against your self-image, change how you view yourself first. This mindset shift can transform everything from personal habits to client relationships.2/ 🤝 Cold outreach can work (if you commit)Of Marcus’s first 100 clients, 80-90% came from street surveys and cold prospecting. Success requires volume: some weeks he’d talk to 500 people without a single meeting, other times 80% would want to meet.3/ 📊 Systems first, scale secondBefore hiring help or growing your client base, build robust systems. Without proper filing, admin, and client management procedures in place, growth creates more problems than solutions.4/ 🎭 Balance hustle with sustainabilityThe first 2-3 years may require intense hustle, but don’t lose sight of why you’re working hard. Build sustainable systems and maintain a healthy mindset to avoid burnout.5/ 📱 Social proof matters more than everIn today’s digital age, prospects will search for you online before engaging. Focus on building an authentic online presence that showcases both professional achievements and personal authenticity.6/ ⏰ Control your schedule, don’t let it control youSet clear boundaries around communication: No emails before noon, text responses between 9-10am, and evening follow-ups. This creates focus time while maintaining responsiveness.7/ 🌱 Community builds through consistencyWhether running clubs or client relationships, showing up consistently is the foundation. It’s not about grand gestures but reliable presence over time.8/ ❤️ Service over transactionThe most successful relationships come from genuinely serving others beyond the transaction. Focus on adding unexpected value rather than just meeting basic expectations.—Where to find Marcus Goh:* LinkedIn: https://www.linkedin.com/in/marcus-goh/* IG: https://www.instagram.com/maccrus/—In this episode, we cover:00:00 - How 80-90% of first 100 clients came from cold prospecting 02:05 - Identity vs willpower: the smoking example that changes everything 06:49 - What actually drew Marcus to financial consulting14:12 - Current client acquisition: pure word-of-mouth strategy 17:24 - Inside street surveys: the real experience at Singapore MRT stations 19:54 - The truth about conversion rates: 1% from 100 conversations 23:08 - Handling weeks of 500 conversations with zero meetings 24:38 - Emotional resilience framework: anchoring on past success 31:20 - High-touch retention: being available in crisis moments 35:46 - Instagram evolution: achievements → authenticity = more clients 43:12 - Managing capacity: when you hit your client limit 47:50 - What running communities teach about business consistency—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Elliott Holland is a Harvard MBA and founder of Guardian Due Diligence who helps entrepreneurs buy companies with a track record of saving buyers millions through rigorous financial due diligence and acquisition strategy.Here’s some of my takeaways from this week’s episode…1/ 💰 Revenue > Cost = Job SecurityIf you consistently generate more revenue than you cost, you'll be valuable in any acquisition. Smart marketers track their ROI intensely. 2/ 📊 Systems Trump BrillianceClear systems matter more than individual brilliance. This shows up in acquisition discussions, but is true for any business or team.3/ 🎯 Trust Through DeliveryThe most valuable employees consistently deliver on commitments. While revenue generation is priority #1, being known as someone who "gets stuff done" creates immense trust with leadership.4/ 🔄 Sustainable Growth > Rapid GrowthAnother flash of insight that shows up during acquisition, but is true for all businesses. Buyers value predictable, sustainable revenue over flashy growth. Focus on low customer churn rates, clear marketing attribution, documented processes, and proven customer acquisition channels.5/ 🎯 Quality of Earnings: Some Revenue is DangerousBuyers get excited by big revenue figures, but some earnings are low quality. Watch for warning signs like high customer concentration, unpredictable sales funnel, or poor tracking/attribution (might not be able to replicate consistently).—Where to find Elliott Holland:* Guardian Due Diligence: https://www.guardianduediligence.com/* Elliott's Business Buying Masterclass: https://thebusinessbuyingmasterclass.com/* LinkedIn: https://www.linkedin.com/in/elliottholland/* X: https://x.com/ElliottEHolland—In this episode, we cover:00:00 The Value of Revenue Generation in Business 02:08 Understanding Quality of Earnings 05:12 Customer Churn Analysis 07:06 Evaluating Business Problems 09:24 Word of Mouth Marketing Assessment 14:16 Marketing Integration During Acquisitions 17:42 Typical Acquisition Timeline 26:40 Finding and Evaluating Business Deals 34:38 In-House vs Agency Marketing 38:57 Marketing Leadership Models 43:15 Marketing Asset Evaluation 49:54 Engineering Problem-Solving Approach 54:55 Revenue vs Task Execution Priority 57:14 SBA Loan Process and Accessibility 1:06:43 Live Deal Analysis Example—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Kim Hacker is COO at Arrows, a customer onboarding and sales room platform, who specializes in making AI and automation accessible for non-technical teams.Here’s some of my takeaways from this week’s episode…1/ 🎯 Perfect customers > More customers Focus on "star customer use cases" - the ideal fits who would never churn. Use these customers to guide product development and feature prioritization rather than trying to please everyone. Your north star should be deepening value for perfect-fit customers.2/ 🔊 Voice of Customer = Growth EngineMake sharing customer feedback frictionless by using AI note-takers and creating easy clip-sharing workflows. The best insights come directly from customer conversations, not competitor analysis. Build systems to capture and distribute these insights across teams.3/ 🚀 Ship Fast, Perfect Later Don't wait for perfection before launching new features or initiatives. Trust that you can figure things out post-launch rather than trying to anticipate every edge case. Speed and iteration beat perfection.4/ 📱 Point Solutions > All-in-One PlatformsChoose best-in-class tools for core functions rather than settling for "good enough" features in an all-in-one platform. The key is ensuring tight integration with your central system (like your CRM).5/ 🗺️ Structure Beats Flexibility in OnboardingGive customers a rigid, prescriptive onboarding process rather than endless options. They need guidance and guardrails more than flexibility. Break the journey into clear, sequential steps.6/ ⚡ Compress Timelines, Don't Expand ThemSchedule next steps within days, not weeks. The energy and context are fresh right after calls - use that momentum rather than letting tasks drift. Your job is to help customers maintain momentum.7/ 🎭 Internal Marketing MattersEvery function needs to market their impact internally. Share small wins, customer feedback, and progress metrics that tie to company goals. Make the invisible visible.8/ 🌱 Trust Your Growth JourneyYou've figured out hard things before, you'll figure out the next challenge too. Past wins build future confidence. Focus on progress over perfection.—Where to find Kim Hacker:* Arrows: https://arrows.to/* LinkedIn: https://www.linkedin.com/in/kimberlyhacker/—In this episode, we cover:00:00 Introduction and Background at Arrows 02:26 Evolution into Digital Sales Rooms 06:22 Voice of Customer and Internal Communication 09:39 Product Development Strategy 13:26 Homepage Positioning and Marketing 15:36 Benefits of Being a Generalist 19:01 Content Marketing Success 23:30 Customer Onboarding Philosophy 29:43 Tool Integration Strategy 34:21 Internal Marketing for Ops Teams 38:56 AI Implementation Reality 42:20 Onboarding Process Redesign 47:18 Single vs Multiple Tool Strategy 51:14 Internal Marketing Importance 55:03 Leadership Philosophy 1:00:15 Lightning Round—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Alex McClafferty is a founder coach and serial entrepreneur who successfully exited to GoDaddy and previously held leadership roles at Canva, helping other founders scale without burning out.Here’s some of my takeaways from this week’s episode…1/ 🎯 Clarity Conquers All: The clearer you are on your product/service offering, the easier it is for customers to recommend you. WP Curve succeeded by being hyper-focused on a single, specific service rather than trying to be everything to everyone. Turning down enterprise clients and additional services kept the model simple and scalable.2/ 🎲 Risk Management > Revenue Chasing: Not every dollar is worth chasing. WP Curve deliberately avoided enterprise clients despite higher potential revenue because the risk profile didn't match their operational model. Focus on customers whose needs align with your core strengths.3/ 📊 Metrics Need Context: Raw numbers don't tell the full story. At Canva China, increasing feature launch rates from 45% to 90% came from understanding the organizational dynamics and finding the right leverage points (a simple checkbox in Slack) rather than just pushing harder.4/ 🔄 Accept the Sine Wave: High performers often work in cycles rather than maintaining constant output. Instead of fighting this natural rhythm, build systems that accommodate your peaks and valleys while maintaining consistent results.5/ 💪 Delegate at 80%: When handing off tasks, accept that others may only execute at 80% of your standard initially. The key is clearly documenting expectations and processes, then coaching toward improvement rather than maintaining control.6/ 🌱 Growth Through Specificity: For service businesses, narrow focus often leads to faster growth. Rather than charging flat rates, anchor pricing to measurable value (like ecommerce conversion improvements) to capture more revenue while delivering the same service.7/ 📝 "What Happens in Vagueness Stays in Vagueness": Unclear expectations lead to unclear results. Success in delegation requires crystal clear documentation of processes, expectations, and what "good" looks like.8/ 💰 Money Doesn't Change Everything: Financial success rarely delivers the emotional satisfaction founders expect. Focus on building something meaningful rather than chasing exits, as the internal validation you seek won't come from external success.—Where to find Alex McClafferty:* Alex's newsletter: https://www.linkedin.com/newsletters/founder-notes-7317123150717112321/* LinkedIn: https://www.linkedin.com/in/alex-mcclafferty/—In this episode, we cover:00:00 Introduction and Early Success with WP Curve 03:04 The RESCUE Framework and Business Focus 05:37 Building WP Curve from Gmail to Acquisition 08:10 Turning Around Canva China 14:04 Physical Proximity in Leadership 15:51 Product Growth Strategy in China 27:11 Growth Teams and Product Development 31:05 Coaching Experience and Acquisition Stories 37:19 Leadership and Delegation Challenges 46:14 WordPress Market and Technology Evolution 54:52 Founder Psychology and Burnout 58:46 Quality Control and Team Development 1:05:38 Future of WordPress and AI 1:08:04 Money, Success and Personal Growth—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Thomas Palm is Chief Marketing Officer at iPoint Systems and previously led marketing at Google for a decade including serving as CMO of CapitalG, Google's $4B growth fund.Here’s some of my takeaways from this week’s episode…1/ 🎯 Lead with brutal honesty: When joining as CMO, start by acknowledging gaps. Present a clear assessment of marketing capabilities using traffic light systems (red/yellow/green) and concrete next steps. Update progress regularly to build trust with leadership.2/ 🧠 Structure your marketing team hybrid-style: Build a small core team of generalist marketers, supplement with specialized freelancers/agencies, and prepare for AI team members. Focus on quality over headcount.3/ 🎭 Brand isn't optional in B2B: Strong B2B brands change customer acquisition economics fundamentally. They create buyer preference before sales processes begin, enable premium pricing, and attract qualified inbound interest.4/ 👥 Manage stakeholders proactively: Understand what keeps your CEO, CRO, and board members up at night. Schedule around their priorities and be their trusted partner in solving business challenges.5/ 🛡️ Be your team's shield: Leaders should act as protective umbrellas, not funnels. Filter external pressure and provide clear direction so your team can focus on execution.6/ 🎓 Develop junior talent intentionally: When hiring early-career marketers, focus on capacity (raw intelligence) and attitude over specific capabilities. Create structured onboarding with quick wins.7/ 🔍 Hire expert freelancers carefully: Seek boutique agencies or senior freelancers through trusted recommendations. Look for partners who will co-create briefs rather than follow rigid frameworks.8/ 📊 Balance measurement with magic: While marketing should be measurable, only doing what's immediately quantifiable leads to mediocre results. Build trust to pursue both measurable and brand-building initiatives.—Where to find Thomas Palm:* LinkedIn: https://www.linkedin.com/in/tpalm/* X: https://x.com/thomaspalm—In this episode, we cover:00:00 Introduction and Background 01:51 Marketing Fundamentals Across Organizations 05:45 Simplifying Complex B2B Solutions 09:24 Product Impact and Compliance 14:26 First 90 Days as CMO 17:13 Experience at Google Creative Lab 20:14 Category Creation and Brand Building 35:18 Managing Marketing Teams 42:28 Building Effective Marketing Teams 47:27 Developing Early Career Marketers 53:13 Board and Stakeholder Management 59:53 Managing Executive Relationships 1:04:23 Lightning Round Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Terri Yowe is a pioneering entertainment marketing leader who launched hit shows at Netflix, Hulu, and Apple TV+, and now teaches brands how to create compelling storytelling campaigns that drive growth.Here’s some of my takeaways from this week’s episode…1/ 🎭 Make Your Customer the Hero, Not Your ProductYour product isn't the main character - it's the tool that helps customers achieve their dreams. Nike doesn't sell shoes, they sell the journey of perseverance. Focus on the emotional transformation your product enables.2/ 🎯 72-Hour Response Window for Cultural MomentsWhen trends emerge, you have 3 days max to meaningfully participate. Build a rapid response system to concept, shoot, and publish content within this window. Perfect polish matters less than cultural relevance.3/ 🔍 Social Listening > Focus GroupsComments sections and social feeds are your new focus groups. Assign team members to actively monitor conversations about your brand. Consider having younger team members give daily trend briefings to leadership.4/ 🎬 The New 3-Act Marketing StoryStart with the emotional truth/pain point, show the aspirational payoff, then position your product as the bridge between the two. Avoid leading with features - lead with feelings.5/ 📱 Platform-Specific Storytelling WinsCreate multiple versions of content tailored to different audience segments. The TikTok algorithm allows you to serve different messages to different cohorts without overlap.6/ 🎪 Plan Predictable Cultural MomentsWhile quick response is vital, many cultural moments (holidays, events, award shows) are predictable. Use these as training grounds before tackling spontaneous trends.7/ 👥 Community > CampaignBuild ongoing relationships rather than one-off viral moments. Duolingo's success came from consistent community building that made their "owl death" moment resonate.8/ 🎯 Specific > UniversalThe more specific and relatable your content, the more shareable it becomes. Target precise audience segments with "that's so me" moments rather than trying to appeal to everyone.—Where to find Terri Yowe:* Consulting: https://terriyowe.com/* LinkedIn: https://www.linkedin.com/in/terri-yowe-8800b017/—In this episode, we cover:00:00 The Power of Visual Marketing with Handmaid's Tale 01:14 Early Days at Netflix and Streaming Revolution 02:54 Netflix's Binge Model Strategy 04:16 Evolution of Entertainment Marketing 06:05 Creating Cultural Moments in Marketing 08:39 Balance of Cultural Timing vs Marketing Spend 12:23 Crafting Trailers and Marketing Content 15:00 Director vs Marketer Approaches to Trailers 21:22 Platform Identity in Streaming Services 31:05 Social Media Response Times and Strategy 41:16 Three-Act Structure for Brand Storytelling 49:11 Managing Risk in Social Media Marketing 54:07 Building Brand Presence on Social Media 57:57 Staying Culturally Relevant as a Marketer—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Jake Barnett is a marketing data expert and founder of Day1Data who previously led customer data foundations at Farfetch, helping optimize their $300M marketing budget through advanced analytics.Here’s some of my takeaways from this week’s episode…1/ 📊 Perfect is the enemy of profitable: No attribution model tells the complete truth, but some drive real business value. Focus on models that get used daily and match your business context (e.g., last-touch for pure DTC, multi-touch for omnichannel).2/ 💰 Scale before sophistication: MMM isn't for everyone. Three key criteria: spending >$50-100k, diverse media mix, and clean historical data. Start with simpler incrementality tests if you're not there yet.3/ 🎯 Competitors are conversion killers: Rival spending typically causes 10-20% revenue decline in emerging markets. Established brands with strong market share face less impact from competitor spending.4/ 🏪 Physical retail = stealth marketing: Store presence creates significant halo effects for DTC brands. Many successful companies treat retail as an advertising channel rather than a pure revenue play.5/ 📈 Brand + Performance = Winning combo: Performance marketing borrows demand from the future while brand builds it. Modern scale-ups increasingly blend both approaches rather than going pure-play performance.6/ 🧪 Test design trumps analysis: The best incrementality tests start with strong pre-testing power analysis. Choose consistent test markets without noise and secure leadership buy-in before launching.7/ 👥 Change management > tech implementation: 70% of marketing transformation is about managing people, not implementing solutions. Align attribution methodologies across teams and secure executive sponsorship.8/ 📱 Daily tracking needs quarterly context: Use MMM for strategic planning (quarterly/annual) and traditional attribution for daily optimization. No single tool handles everything perfectly.—Where to find Jake Barnett:* Company: https://day1data.co.uk/* LinkedIn: https://www.linkedin.com/in/jake-barnett-37980abb/—In this episode, we cover:00:00 Introduction and Marketing Attribution Philosophy 02:30 What Makes Attribution Models Useful 04:00 Explaining Media Mix Modeling (MMM) 06:30 Experience at Farfetch with MMM 09:36 How Marketers Should Evaluate MMM Reports 13:46 Handling Data Quality Issues 20:20 Brand vs Performance Marketing Balance 25:38 Data Quality and Common Issues 29:06 B2B Marketing Measurement Challenges 34:21 Different Approaches to MMM Implementation 41:42 Impact of Competitor Spend 47:13 Brand Building vs Performance Marketing 51:45 Human Side of Marketing Transformation 57:13 Storytelling and Visualization in Marketing Analytics 1:00:00 Incrementality Testing Best Practices—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Amos Bar-Joseph is the CEO and co-founder of Swan AI, aiming to build a $30M ARR business with just 3 founders by pioneering autonomous AI-driven operations that achieve $10M revenue per employee.Here’s some of my takeaways from this week’s episode…1/ 🤖 Digital Leverage > Digital Labor: Instead of building AI to replace humans, focus on creating tools that amplify human capabilities. The goal isn't to build an AI SDR, but rather to create a "100X seller" through human-AI collaboration.2/ 🎯 Incentive Alignment Drives Sticky Revenue: In a three-person company, everyone shares the same goal: sustainable revenue growth. This alignment eliminates the traditional MQL/SQL friction and keeps the focus on long-term customer success.3/ 🔄 Real AI Agents Learn and Adapt: True AI agents aren't rigid automation tools but adaptive collaborators that learn from feedback loops. They should start with quick onboarding and continuously improve through natural interaction, just like a new hire.4/ 💬 Meet Users Where They Are: Swan's success with Slack integration shows the power of embedding AI tools within existing workflows. Don't make users come to your platform; bring your platform to where they already work.5/ ⚡ Decision Velocity is Your Edge: Early-stage startups' main advantage is their ability to make quick decisions. Don't get bogged down in analysis paralysis. Trust intuition and maintain rapid iteration cycles.6/ 📈 Intelligence Scales Exponentially: Unlike headcount which scales linearly, AI capabilities compound over time. Every advancement in LLM technology automatically improves all aspects of your AI-powered operations.7/ 🎭 Narrative > Product in Marketing: Focus on building movements around compelling narratives rather than just product features. Challenge existing challengers while sparking hope, not fear.8/ 🏢 Small is the New Big: In an AI-powered world, being nimble matters more than being large. SMBs with the agility to reimagine their operations around human-AI collaboration will outperform rigid enterprises.—Where to find Amos Bar Joseph:* Swan: https://www.getswan.com/* The Big Shift: https://swan-ai.beehiiv.com/p/welcome-to-the-big-shift* LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/* X: https://x.com/amosbarjoseph—In this episode, we cover:00:00 Introduction and Background 04:28 Automated vs High-Touch Sales Approach 07:22 Customer Segmentation Strategy 09:46 Building a Three-Person Company 12:14 Difference Between AI Labor and AI Leverage 16:37 AI Agents vs AI Automation 20:28 How Swan Works in Slack 26:14 Decision Making Velocity in Startups 29:04 Learning from Previous Startups 32:11 Handling Support with AI 38:32 Future of Human-AI Collaboration 43:48 Audience-Led Growth Strategy—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Mada Seghete is the co-founder and CEO of Upside, a B2B revenue attribution pioneer who previously co-founded Branch and grew it to a $4B valuation.Here’s some of my takeaways from this week’s episode…1/ 🎯 The Courage to Let Go: CMO Success is About Team FreedomStrong ICs often micromanage when becoming managers. True leadership means setting clear goals but giving teams freedom to achieve them their way, even if different from your approach. Your way isn't always the best way.2/ 🔍 Attribution is About Understanding, Not CreditAvoid splitting credit between teams. Focus on understanding what actually drives deals forward. Most successful B2B deals involve multiple touchpoints across marketing and sales working together, not siloed efforts.3/ 🕵️ Forensic Attribution > Basic Attribution Traditional attribution models miss critical hidden signals. The real story lies in email chains, meeting transcripts, and untracked events. Build a knowledge graph to reconstruct the full customer journey, including "shadow touchpoints."4/ 🎮 Company Building is Level-Based GamingEach stage requires different skills, and mastering one level doesn't guarantee success in the next. What works at seed stage won't work at Series A. Accept starting from zero with each new phase.5/ 💰 Right-Size Your FundraiseRaising too little forces premature revenue focus. Raising too much creates unrealistic expectations. Find the middle ground that gives enough runway to properly research and validate product-market fit.6/ 🎯 Hire for Team Gaps, Not Just GrowthMap team skills on a 1-5 scale across key functions. Hire first where current team members score lowest, not necessarily where you need the most help overall.7/ 🔄 Inbound vs Outbound: The Quality TradeoffInbound leads often ghost; outbound prospects show higher commitment. While inbound scales better, targeted outbound lets you pursue ideal customers who may not know they need your solution yet.8/ 🎓 Perfect Data is a MythChoose directionally accurate insights you can act on today over waiting months for "perfect" data. Focus on building trust through transparency and clear methodology.—Where to find Mada Seghete:* Company: https://upside.tech/* LinkedIn: https://www.linkedin.com/in/madalina/* X: https://x.com/mada299—In this episode, we cover:00:00 Challenges of Measuring Marketing Impact 05:26 The Journey from Branch to Upside 09:13 Evolution of Attribution Methodology 15:17 Using AI Agents for Data Analysis 21:30 Building the Knowledge Graph 28:37 Lessons from Building Multiple Companies 34:42 Strategic Approaches to Hiring 41:20 Leveraging AI in Marketing 45:55 Venture Capital Strategy 51:21 Finding the Right Co-founders 54:43 Team Building and Role Prioritization 59:10 Leadership Lessons from Gaming 1:02:11 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Joey Coleman is a Wall Street Journal bestselling author and customer experience expert who has helped organizations like Hyatt Hotels, NASA and Zappos transform how they retain customers and employees through his First 100 Days methodology.Here’s some of my takeaways from this week’s episode…1/ 🎁 The Gift Economy > The Sale EconomyInvest 2-10% of net profits into customer gifting. While marketing to cold audiences converts at ~20%, marketing to existing customers converts at 60-70%. Focus your dollars where the ROI is highest: delighting current customers.2/ 🎯 Personalization > Standardization Don't give everyone the same calendar. Learn customer preferences through simple questions (sweet/savory, hot/cold drinks, pets) and use that intel for truly personalized gifts. Even digital companies should leverage physical touchpoints.3/ 💬 Words Matter > Words WhateverLanguage shapes relationships. Replace "acquisition" with "assess," "contracts" with "letters of agreement." Your vocabulary influences how customers perceive their relationship with you.4/ 🔄 Systems > SpontaneityCreate processes to capture customer insights (CRM) and employee preferences (ERM). Schedule regular SOP reviews. The worst time to figure out crisis response is during a crisis.5/ 🤝 H2H > B2BThere's no such thing as B2B - only Human-to-Human. Businesses don't buy things, humans do. Build relationships across multiple touchpoints in client organizations, not just the decision maker.6/ 🎬 Video Personalization at ScaleFilm personalized welcome videos for top 500 common names + 500 uncommon names. Create a video library over time. Small gestures of human connection differentiate you from competitors.7/ 🌊 Prevent Problems > Fix ProblemsAddress potential issues before they arise (like scope creep). Use memorable analogies like "Blue Kool-Aid moments" to set expectations when everyone's happy, not when tensions are high.8/ 🔎 Curiosity > Criticism When things go wrong, ask "How could I have prevented this?" before blaming others. Get curious about root causes before getting critical about outcomes.—Where to find Joey Coleman:* Never Lose a Customer Again: https://joeycoleman.com/books/never-lose-a-customer-again/* Never Lose an Employee Again: https://joeycoleman.com/books/never-lose-an-employee-again/* LinkedIn: https://www.linkedin.com/in/joeycoleman1/* X: https://x.com/thejoeycoleman—In this episode, we cover:00:00 Introduction and Background 05:36 The ROI of Customer Gifting 10:29 Scaling Personal Engagement 14:08 Employee Relationship Management 20:07 Joey's Journey from CIA to Customer Experience 23:55 Career Transitions and Taking Risks 30:15 Personalized Video Marketing at Scale 34:00 Digital Companies and Physical Gifting 38:30 The Eight Phases of Customer Experience 42:14 Managing Customer Expectations 47:10 Business Language and Communication 51:53 Proactive Problem Solving 57:46 Creative Gifting Strategies 1:14:51 Standard Operating Procedures and Growth—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Alex Napier Holland is a conversion copywriter and founder of GorillaFlow who has helped 100+ startups and global tech brands boost revenue through strategic homepage copywriting and market positioning.Here’s some of my takeaways from this week’s episode…1/ 🎯 The 80/20 Rule of Website Traffic: For startups, less than 5% of visitors understand your product, while established brands enjoy 99%+ recognition. This fundamentally changes how you should approach homepage design - startups need more education, less assumption.2/ 📊 Features > Abilities > Benefits Framework: Don't just list features or benefits. Structure content as: What the feature is → What it enables users to do → What outcomes it delivers. Lead with abilities, back with features, close with benefits.3/ 🔍 Six Essential Customer Research Questions:- What pain points led you to try our product?- What specific use cases matter most?- What hesitations did you have?- How did you find us?- Why choose us over alternatives?- What does success look like with our product?4/ 💬 Social Proof Strategy: Ditch the "wall of love." Instead, maintain a tagged database of customer quotes and strategically place them throughout the page to validate bold claims. Include photos for credibility.5/ 📱 Mobile First, Always: Avoid the trap of designing for beautiful desktop displays. Most users will view your site on mobile devices, often with slower connections and different interaction patterns.6/ 🎨 Visual Hierarchy Through Contrast: Use contrast strategically to highlight value propositions within technical copy. Follow Apple's example: gray for technical details, white/black for impact statements.7/ 📈 Continuous Copy Updates: Test and refresh homepage copy quarterly at minimum. Most companies treat copy as a one-time project, but regular updates based on customer feedback drive better results.8/ 🎯 Enterprise Homepage Strategy: Address end users primarily, but include strategic sections for C-suite and finance stakeholders. Split outcomes into tactical (3-6 months) and strategic (2-3 years) benefits.—Where to find Alex Napier Holland:* GorillaFlow agency: https://gorillaflow.com/* Alex's Figma kit: https://alexnapierholland.com/* LinkedIn: https://www.linkedin.com/in/alexnapierholland/* X: https://x.com/NapierHolland—In this episode, we cover:00:00 Understanding Website Visitor Knowledge 02:25 Alex's Background in Journalism and Sales 05:19 Differences Between Homepages and Landing Pages 08:36 AI and Product Differentiation 12:21 Features, Abilities, and Benefits Framework 15:27 Avoiding Technical Jargon in Headlines 20:38 Using Kickers in Headlines 24:49 Customer Research Methods 32:23 Social Proof Implementation 36:32 Cognitive Load and Website Design 41:24 Homepage Refresh Frequency 43:51 Customer Survey and Interview Techniques 53:45 Enterprise Sales and Multiple Stakeholders 58:29 Typography and Design Best Practices 1:00:15 Lightning Round Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Veena Gandhi is the founder and CEO of Digital Street Australia, a profit-first eCommerce growth agency that has generated over $250 million in client revenue working with brands like Coca-Cola, BeautyStat and Euclove.Here’s some of my takeaways from this week’s episode…1/ 💰 Cash Flow Beats ROASBreak free from return on ad spend obsession. Focus on actual dollars in the bank by tracking OPEX, marketing costs, and cost of goods. Partner with accountants and CFOs to optimize cash management fundamentals.2/ 🎯 Direct Response LivesTraditional advertising principles still apply to digital. David Ogilvy's direct response copywriting techniques remain powerful - focus on clear benefits, compelling headlines, and direct calls to action. The medium changes, but persuasion principles endure.3/ 🔍 The ARDF FrameworkAnalysis > Research > Data > Forecast. Start by analyzing current business state, research competition and market fit, analyze data for actionable insights, then forecast growth based on real metrics. Scale this framework based on business size.4/ 🌟 Reddit Research GoldMine Reddit forums and Amazon reviews for authentic customer language, pain points, and objections. Compile findings in spreadsheets to inform ad creative. Simple, free market research that most brands overlook.5/ 🌎 Smart Market ExpansionWhen expanding to new markets, localize everything - seasons, spelling, accents, influencers. Small details matter. Use postal code targeting to focus on specific retail locations.—Where to find Veena Gandhi:* Digital Street: https://digitalstreetau.com/* LinkedIn: https://www.linkedin.com/in/veenagandhi/* X: https://x.com/VeenaGandhi9—In this episode, we cover:00:00 Introduction and Profitable Marketing 02:50 Traditional to Digital Marketing Transition 05:31 Evolution of Product Launches 08:04 ARDF Framework Discussion 10:22 Analyzing Brand Data and Cashflow 14:21 DTC Brand P&L Breakdown 21:15 Landing Page vs Ad Responsibilities 24:01 Post-Purchase Experience 31:29 Whitelisting Ads Strategy 38:33 International Market Expansion 44:12 Brand Building vs Performance Marketing 48:08 Connected TV (CTV) Advertising 52:20 Heat Maps and Landing Page Analysis 56:34 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Karan Peri is a product leader and builder who has led groundbreaking products across Nansen, Coinbase, Flipkart, Amazon Prime Video and Microsoft, known for pioneering progressive web apps and reimagining digital experiences at scale.Here’s some of my takeaways from this week’s episode…1/ 🎯 Prototype > PowerPoint: When pitching revolutionary ideas, show don't tell. Flipkart's PWA got approved only after building a working prototype—all previous written proposals failed. Live demos help stakeholders visualize the impossible and overcome status quo bias.2/ 🏃‍♂️ Move at the Speed of Trust: The best product teams work in "unsanctioned" ways to prove concepts quickly. At both Microsoft and Flipkart, breakthrough innovations came from small teams working after hours to build prototypes before getting official approval.3/ 🔍 Tech First Can Lead to Customer First: While "start with the customer" is good advice, sometimes understanding new technical capabilities (like service workers or ML) reveals previously impossible solutions to customer problems. Stay on top of emerging tech.4/ 🤝 Early Marketing Integration = Better Products: Include marketing teams in PRD reviews and early planning. The best marketing partners come armed with data about channel performance, conversion rates, and customer behavior—treat them as strategic partners.5/ 📊 Outcomes > Outputs: Don't celebrate shipping features or running experiments. Focus relentlessly on actual business impact. Create space in roadmaps for pivots when better paths to outcomes emerge.6/ 🎭 Test Feature Request Sincerity: When stakeholders request features, ask them to write a simple two-pager explaining the "why." This filters out ~70% of non-critical requests and ensures requesters have skin in the game.7/ 🔄 Pre-mortems Prevent Post-mortems: Before building, use AI to identify potential failure modes. Then deliberately choose which risks to mitigate now versus later. This prevents surprises while maintaining speed.8/ 📱 Challenge Industry "Ceilings": When Flipkart's mobile web conversions hit 0.8%, everyone said that was the ceiling. But by questioning assumptions and rebuilding from first principles, they achieved dramatically better results. Don't accept artificial limits.—Where to find Karan Peri:* LinkedIn: https://www.linkedin.com/in/karanperi/* X: https://x.com/karanperi—In this episode, we cover:00:00 Introduction and Background 01:20 Journey from Engineering to Product Management 08:08 Pioneering Progressive Web Apps at Flipkart 13:19 Understanding Customer Problems and Building Solutions 31:34 Working with Marketing Teams 39:14 Product Management Time Management 53:53 Balance of Maker vs Manager Schedule 58:51 Leveraging AI in Product Management 1:04:39 Pre-mortems and Risk Assessment 1:06:10 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Kevin Dahlstrom is a 4-time founder and 4-time CMO who has been called the only person to successfully rebrand three public companies. Based in Boulder, he's an active investor in over 50 startups and rock climbing enthusiast who helps companies create unfair advantages through strategic branding.Here’s some of my takeaways from this week’s episode…1/ 🎯 Success is Personal, Not UniversalThe corner office isn't everyone's dream. True success means aligning your work with YOUR definition of fulfillment, not society's. Kevin discovered this at the peak of his corporate career, realizing his version of success looked completely different from the traditional C-suite path.2/ 🎨 Define Your Ideal End State FirstCreate a detailed vision of your perfect daily life without constraints. This becomes your North Star for decision-making. Focus on states of being (like "get daily sunshine") rather than achievements. Most people skip this crucial step and chase others' dreams instead.3/ 🔄 Control is a Sliding Scale, Not a SwitchStart with accepting minimal control in your 20s (5%), gradually increase to 20% in your 30s, 50% in your 40s, and beyond. Don't wait for retirement to design your life. Build intentionally toward more autonomy year by year.4/ 👥 First Team Concept Transforms LeadershipYour primary loyalty as a C-suite executive is to the company and CEO, not your department. This mindset prevents silos and aligns everyone toward company-wide objectives rather than departmental wins.5/ 🎭 How You Do Anything is How You Do EverythingWhen hiring, look beyond resumes to personal life achievements. High performers excel across all areas of life. Personal accomplishments reveal more about someone's true capabilities than corporate achievements.6/ 🎯 Results Over ActivityFocus obsessively on moving key metrics that matter to the business. Many get caught up in tactics without understanding the "why." Great leaders start with desired outcomes and work backward.7/ 🤖 AI is a Force Multiplier, Not a ReplacementOne person can now do the work of 10 through AI, but human curation remains essential. Success comes from being a great editor and curator of AI outputs rather than trying to compete with AI directly.8/ 💪 Health is the Foundation for EverythingInvest early in mobility work (30-60 mins, 3-4x weekly) and find physical activities you genuinely enjoy. Your health compounds like compound interest, impacting every aspect of life and career success.—Where to find Kevin Dahlstrom:* LinkedIn: https://www.linkedin.com/in/kevind/* X: https://x.com/Camp4—In this episode, we cover:00:00 Introduction and Career Epiphany 05:43 Transitioning to a New Lifestyle 08:21 The Ideal End State Exercise 14:13 Finding the Right Team Members 18:01 Managing People and Scaling Impact 25:24 Interviewing and Hiring Strategies 31:01 Working with Different Personalities 34:41 First Team Concept in Leadership 38:07 Career Progression and Management 41:39 AI's Impact on Marketing 45:52 Health and Wellness Priorities 52:08 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Sam Parr is the founder of multiple 8-figure businesses including The Hustle (acquired by HubSpot for $27M+) and host of My First Million podcast, who pioneered the newsletter business model and built a media company to millions of daily readers.Here’s some of my takeaways from this week’s episode…1/ 📝 Master Copy Work Before Original Writing: Start by copying successful content word-for-word (ads, blog posts, books) to internalize patterns and rhythms. This was historically taught in schools and remains highly effective. Focus on pieces that have stood the test of time.2/ 🎵 Use Sentence Rhythm for Impact: Structure content with varying sentence lengths - start short, build slightly longer, then deliver a powerful long sentence punch. This creates natural flow and maintains reader attention. 3/ 🎯 Deploy the AIDA Framework: Structure cold emails and sales copy using Attention, Interest, Desire, Action. Example: Blank subject line (attention) → Relevant local connection (interest) → Social proof/FOMO (desire) → Clear next step (action).4/ 📧 The 50-Email Rule: You're just 50 emails away from reaching anyone (1 initial + 49 follow-ups). Focus on consistent updates and new information in follow-ups. Most will respond by email #3, but persistence can pay off even after 30+ attempts.5/ 📚 Simplify Your Writing: Aim for 4th-grade reading level, like Hemingway. Drop adverbs, use periods instead of commas, and explain concepts like you're talking to a friend at a bar.6/ 🔥 Strategic Controversy Drives Growth: Make some people love you while intentionally making others angry. This creates passionate supporters and generates viral attention. Example: The Hustle's Amazon Kindle exposé.7/ 🎨 Story > Stats: Use concrete examples and vivid imagery instead of abstract numbers. Example: Showing a baseball-sized lump of fat is more impactful than stating grams of fat in movie popcorn.8/ 🎯 Project Selection is Everything: Choose markets where the TAM supports your 10-year vision. Set clear outcome goals and verify the math works before committing significant time.—Where to find Sam Parr:* Join Hampton: https://joinhampton.com/* My First Million Podcast: https://www.youtube.com/@MyFirstMillionPod* LinkedIn: https://www.linkedin.com/in/parrsam/* X: https://x.com/thesamparr* IG: https://www.instagram.com/thesamparr/—In this episode, we cover:00:00 Introduction and Copywriting Fundamentals 03:23 The Power of Writing Rhythm and Style 05:14 Writing's Impact on Business Strategy 07:03 Building Sam's List and Business Stories 09:11 The Power of Storytelling in Marketing 11:52 Growing The Hustle Newsletter 14:04 Managing Multiple Ventures 16:04 Hiring Strategy and Talent Assessment 18:36 Pioneering Newsletter Business Model 22:25 Early Days and Craigslist Strategy 24:49 Cold Email Techniques and Follow-up 28:34 Pre-selling Products Through Copywriting 29:47 Career Reflections and Technical Skills 31:24 Lightning Round Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Iuliia Shnai is a co-founder of Papermark, an open-source DocSend alternative, who transitioned from academia to indie hacking and built multiple viral tools by learning to code in public.Here’s some of my takeaways from this week’s episode…1/ 🎯 Product-Market Fit > Perfect ProductFirst launch doesn't need to be perfect - Papermark started with basic features and incomplete payment processing, yet customers still paid. Focus on solving a clear pain point first, then iterate based on real usage.2/ 🔄 Test Fast, Double Down on WinnersExperiment across multiple channels but be ruthless about cutting what doesn't work. Papermark tested 14+ marketing channels but only continued with 3 that showed real traction.3/ 💰 Don't Self-Limit Your PricingStart with lower tiers but always test higher price points - you'll never know if people will pay more unless you offer it. Papermark's highest tier became their fastest-growing segment after adding it despite initial hesitation.4/ 🎯 Alternative Marketing > Category CreationPosition against established competitors when possible. Papermark found success marketing as "DocSend alternative" because people actively search for alternatives when unhappy with market leaders.5/ 📊 Natural Virality > Forced Virality Build viral loops into core product functionality rather than forcing artificial sharing. Papermark grows through natural document sharing rather than "invite friends" campaigns.6/ 💪 Quick Content > Perfect ContentStart with 1-hour SEO articles to test performance, then improve pages that show traction. Don't over-invest in content before validating its impact.7/ 📱 Know Your Audience's PreferencesDifferent audiences respond to different tactics - enterprise customers didn't engage with micro-tools while marketing audiences loved them. Tailor approach to target customer behavior.—Where to find Iuliia Shnai:* LinkedIn: https://www.linkedin.com/in/iuliia-shnai/* X: https://x.com/shnai0—In this episode, we cover:00:00 Introduction and Background 01:18 Early Product Development Experience 04:49 Transition from Academia to Startups 09:16 Discussion of Educational Technology 12:19 Early Marketing Strategies 18:08 Learning to Code and Building Tools 35:51 Marketing Attribution and Analytics 42:11 Product Development Strategy 47:00 Social Media Marketing Impact 56:25 Pricing Strategy Discussion 1:06:00 Micro Tools and Market Fit 1:08:42 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Leslie Venetz is a respected B2B sales strategist, keynote speaker, and the founder of The Sales-Led GTM Agency. With 15+ years of experience as a top-performing B2B sales professional and three-time Head of Sales, Leslie has established herself as an authority on outbound sales, email strategy, and creating buyer-centric sales experiences.Here’s some of my takeaways from this week’s episode…1/ 🎯 The Money Myth: Top sellers aren't primarily motivated by commission• Once basic financial needs are met, money drops to 3rd-5th priority• Recognition, meaningful work, and team culture rank higher• Key insight: Build incentive structures around more than just cash2/ 🎧 Active Listening > Passive Silence • It's not just about not interrupting• Resist the urge to pre-plan your response• Focus on understanding vs. sharing your "similar story"• Use the 4R framework (including Resist) to improve listening skills3/ 💪 Earn The Right Before You Sell• Start by providing value before asking for attention• Apply this mindset to every interaction (emails, calls, meetings)• Test: "What have I done to earn the right to make this ask?"4/ 📊 Quality > Quantity for Account Load• Enterprise/ABM: ~50 accounts per rep• Transactional sales: 400-500 accounts• Work backward from revenue goals to determine actual needs5/ 🎯 Incentive Design Drives Behavior• Make quota attainment feel achievable• Structure bigger payouts at higher performance tiers• Allow reps breathing room for strategic territory management6/ 🤝 Marketing vs Sales: Partners Not Nemeses• Both face rejection and campaign failures• Attribution battles usually stem from executive pressure• Best results come from true cross-functional collaboration7/ 📝 Cold Email Excellence = Reduced Cognitive Load• Write at 3rd-5th grade reading level• Create visual space in messages• Make calls-to-action crystal clear• Focus on relevance to recipient8/ 📈 Product Led vs Sales Led: Choose Based on Price• PLG works best for products —Where to find Leslie Venetz: * The Sales-Led GTM Agency: https://salesledgtm.com/* LinkedIn: https://www.linkedin.com/in/leslievenetz/* X: https://x.com/B2B_SalesCoach—In this episode, we cover:00:00 Leslie Venetz: Journey to Sales Leadership 01:46 Understanding Sales as a Helping Profession 06:45 Lessons from Early Sales Jobs 10:55 Navigating Product-Market Fit Challenges 16:46 Sales Strategies for Growth 19:51 Finding Product-Market Fit 24:36 The Art of Cold Outreach 32:35 Multi-Channel Sales Outreach Strategies 36:18 Multi-Channel Outreach Strategy 38:09 The Importance of Data Providers 39:43 Understanding Customer Acquisition Costs 42:41 Sales Development Rep Workload 46:25 Backtracking to Revenue Goals 48:05 The Misconceptions of Sales Motivation 51:17 Motivating Sales Teams Beyond Money 53:10 The Power of Active Listening 57:48 Incentive Design for Sales Teams 01:02:51 Earning the Right to Ask 01:06:55 The Role of MQLs in Sales—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Sam Preston is the CEO of Service Scalers, a specialized marketing agency focused on helping home service businesses grow through digital marketing.Here’s some of my takeaways from this week’s episode…1/ 🎯 Your numbers tell the real story > Your gut instincts- Track the full funnel: leads → appointments → deals → revenue- One client went from $200k to $10M after switching budget between keywords based on revenue data (not just lead volume)- Key metrics: lead volume, appointment rate, close rate, revenue per lead source2/ 📞 Phone Calls > Form Fills for Service Businesses - Get prospects on the phone to build rapport and set appointments- Use call tracking numbers to attribute leads to marketing channels- Consider tools like CallRail to dynamically swap numbers based on traffic source3/ 🤝 Annual Contracts > Monthly Retainers- Predictable revenue enables hiring better talent- Better talent drives better results for clients- Creates positive feedback loop of growth- Similar to how service businesses can benefit from maintenance packages4/ 👥 Hiring Philosophy: Values + Skills > Just Skills- Key interview questions reveal values alignment:- "What rule did you break at your last job?"- "When have you put your job at jeopardy?"- Look for people willing to do the right thing, even when difficult5/ 🎨 Simple Website > Fancy Design- Clear services and location- Strong call-to-actions (not "Learn More")- Basic social proof- Job-to-be-done focused copy- Mobile-first design with persistent click-to-call6/ 🔄 Test Lead Sources Before Scaling- Start with Facebook groups for free leads- Graduate to aggregators for paid leads- Move to Google Ads once you have budget- Add broader marketing channels at scale7/ 💼 Perfect Agency Partnership = High Standards + Good Treatment- Don't just "pay and get out of the way"- Don't micromanage either- Hold accountable while treating team well- Think of agency as extension of your team8/ 🎯 Track Metrics That Matter- Lead source performance (volume AND revenue)- Appointment set rate- Close rate- Return on ad spend- Give every role ONE key metric to optimize—Where to find Sam Preston: * Service Scalers: https://www.servicescalers.com/* LinkedIn: https://www.linkedin.com/in/sampreston/* X: https://x.com/HeySamPreston—In this episode, we cover:00:00 Introduction and Personal Insights 00:52 Understanding Home Service Businesses 06:56 Marketing Strategies for Home Service Businesses 15:03 Hiring and Budgeting for Marketing 21:41 Tracking Leads and Optimizing Websites 25:22 Effective Marketing Strategies for Home Services 27:12 The Power of Story Branding 29:23 Converting Leads into Sales 31:40 The Importance of First Impressions 33:36 Optimizing for Mobile Experience 34:38 Understanding Jobs to Be Done 36:15 The Role of Social Proof 38:13 Scaling a Home Service Business 39:25 Hiring for Growth 42:15 Identifying the Right Talent 48:42 Creating a Positive Work Culture 51:49 Balancing Automation and Hiring 55:30 Tailoring Marketing Strategies for Home Services 58:17 The Importance of Client Retention and Revenue Predictability 01:01:13 Creating Recurring Revenue Streams in Home Services 01:04:19 Managing Staffing and Demand in Service Businesses 01:05:31 Identifying Pain Points for Business Growth 01:09:02 Building Effective Partnerships with Agencies 01:11:39 Key Performance Indicators for Home Service Businesses—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Brian Austgen is the Director of Demand Generation at Maxio, a B2B billing and financial reporting platform, and has over a decade of experience in digital marketing. (including a time when we both worked at the same education technology company)Here’s some of my takeaways from this week’s episode…1/ 🚀 The best-performing B2B marketing channel in 2025? Webinars. At $20k per event, they're delivering 4x expected results. Pro tip: Focus on timely messaging + strong partners/influencers + strategic promotion timing2/ 🎯 Your budget = your strategy. When allocating funds, map spending to company goals first, then use data for established channels and gut instinct (backed by experience) for new ones3/ 🧠 Want better marketing instincts? Test with discipline. Set clear hypotheses, define success metrics upfront, and ensure failures create actionable feedback → knowledge → power4/ 🤝 Agency management golden rule: If you're constantly pushing back on their recommendations, you've either hired the wrong agency or you're being stupid. They should drive strategy while you provide context5/ 📊 PLG (Product Led Growth) is transforming B2B marketing. Converting users to a free trial > booking sales calls. Focus on the first 2 minutes of product experience to start the flywheel6/ 🎨 Color testing in ads is surprisingly impactful. Simple color changes can dramatically affect performance - sometimes more than messaging tweaks7/ 🤖 AI sweet spots: Creative asset generation, video editing, and campaign planning. But garbage in = garbage out. Experienced marketers get better AI outputs because they feed it better inputs8/ 🎯 Top B2B marketing mistake? Assuming what worked before will keep working. Great marketers have multiple playbooks ready when the current one stops performing—Where to find Brian Austgen: * Maxio billing software: https://www.maxio.com/* LinkedIn: https://www.linkedin.com/in/brianaustgen/* X: https://x.com/brianaustgen—In this episode, we cover:00:00 Introduction and Setup 01:41 Undervalued Marketing Channels 05:26 Balancing Focus and Experimentation 08:06 Improving Marketing Intuition 09:12 Testing Methodologies in Marketing 09:42 Leveraging Data for Marketing Decisions 19:09 The Power of Webinars in Marketing 28:28 Building Credibility in Leadership 36:16 Navigating Rebranding Challenges 43:26 Building an Effective Marketing Team 46:22 Navigating Agency Relationships 49:33 Managing Agency vs. Direct Reports 53:56 Impressing Leadership as an Employee 55:49 Best Practices for Agency Interactions 57:53 Strategic Marketing Allocation 01:00:58 Common Growth Mistakes in Scaling 01:03:58 Sales and Marketing Alignment 01:08:04 B2B vs. B2C Marketing Dynamics—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Jacqueline Freedman is the CEO and Founder of Monarch Advisory Partners, a full-stack marketing consultancy specializing in GTM, MarOps, and MarTech. Prior to launching her consultancy, Jacqueline was the 5th marketing hire at WeWork during their hypergrowth phase and the 1st Marketing Operations hire at Grammarly during their transition to a B2C2B model.Here’s some of my takeaways from this week’s episode…1/ 📊 Process trumps perfection: When scaling marketing ops, focus on creating foolproof processes rather than expecting perfect execution. Create clear documentation, role-based access controls, and simplified workflows that even non-marketers can follow successfully.2/ 🎯 Community over metrics: Sometimes the most valuable marketing initiatives don't have clear KPIs. WeWork's building newsletters focused on community-building rather than specific metrics, showing how brand value can outweigh immediate measurable results.3/ 🔄 Post-mortems are gold mines: After mistakes, focus on "what happened, how it happened, why it happened, and how to prevent it." Document learnings and use them to improve processes. The response to failure matters more than the failure itself.4/ 💰 Daily data syncs = massive savings: Small operational improvements can yield huge returns at scale. Example: Updating paid ad suppression lists daily instead of monthly saved millions in ad spend by preventing mistargeting of existing customers.5/ 🎨 B2B doesn't mean boring: B2B companies can (and should) be more playful with their brand voice. While you don't need to chase every trend, establish a clear brand persona and don't default to overly formal communication.6/ 📈 Personalization needs substance: Move beyond basic "{first_name}" personalization. Focus on meaningful data points that provide value to users, while being mindful of privacy boundaries.7/ 🤝 Vendor partnerships matter: Build strong relationships with your marketing tech vendors. Join customer advisory boards and provide detailed feedback - you know the problems, they know how to build solutions.8/ 👥 Cross-functional translation is key: Marketing ops pros must be "global translators" between teams. Success comes from ability to communicate technical concepts to non-technical stakeholders and vice versa.—Where to find Jacqueline Freedman: * Monarch Advisory Partners: https://www.monarchadvisorypartners.com/* The Martech Weekly: https://themartechweekly.com/* LinkedIn: https://www.linkedin.com/in/jacquelinefreedman/—In this episode, we cover:00:00 Optimizing Ad Spend & Intro Jacqueline Freedman 01:11 Early Career: Jacq of All Trades & Remote Work Pioneer 02:58 Scaling WeWork's Hyper-Localized Newsletters (500 Buildings!) 04:22 The "Why" Behind WeWork's Emails: Community Over KPIs 06:16 The Unmeasurable Value of Brand Marketing 07:33 The Tech & Process Behind 500 Weekly Emails 09:30 Empowering 500 Non-Marketers to Be Marketers 11:46 Hyper-Localization: Beyond Countries to Buildings 13:09 Joining Grammarly: Building B2B Marketing Ops from Scratch 15:00 Hot Take: Why MQLs Aren't Dead (If Done Right) 19:19 Defining Your Ideal Customer Profile (ICP) 22:08 Grammarly's B2C to B2B Pivot: Finding the New ICP 24:15 AI in Writing: Tool, Threat, or Transformation? 26:54 Grandfather's Wisdom: Clients & Stakeholders Make or Break Your Day 27:30 The Power of Stakeholder Relationships & Listening Tours 30:16 Bridging the Gap: Marketing & Engineering Collaboration 33:02 Being "Dangerously" Technical as a Marketer 37:06 Facing Pay Inequity & Advocating for Fair Compensation 39:23 The Art & Discomfort of Negotiating for Yourself 43:06 Confessions of a Recovering Workaholic: Boundaries & Balance 45:35 Learning from Mistakes: A Post-Mortem Tale ("Winner of AB Test Here") 51:28 Blameless Post-Mortems & Process Improvement Culture 53:15 How You Leave Matters: Employees & Unsubscribers 55:58 Beyond First Names: Creating Impactful, Personalized Campaigns (WeWork Year in Review) 1:01:37 Should B2B Brands Be More Playful? 1:03:57 Saving Millions: Daily Data Syncs & Ad Suppression at Grammarly 1:08:07 Partnering with Vendors to Shape MarTech's Future 1:10:10 Where to Find Jacqueline & Final Thoughts—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Alexey Komissarouk is a growth engineering pioneer who's generated hundreds of millions in revenue through data-driven experimentation at companies like MasterClass and Opendoor.Here’s some of my takeaways from this week’s episode…1/ 🎯 Good friction > No frictionWhen done right, adding strategic friction (like onboarding quizzes) can actually increase conversion by building user intent. MasterClass saw this when they made users go through a quiz that showcased their full content library before hitting the $180 price tag.2/ 📊 Simple metrics > Complex metrics The best metrics are trivially explainable. While it's tempting to create complex formulas that capture every edge case, stick to metrics that everyone can understand and act on. MasterClass used "expected LTV per homepage visit" - sophisticated but still clear.3/ 🧪 Pattern matching > First principlesDon't waste time reinventing the wheel. Start by copying what works in your industry - the win rate on proven tactics is much higher than novel ideas. Once you've exhausted the obvious wins, then innovate.4/ 🚪 Fake doors unlock real insightsWhen testing major changes (like pricing), use creative "fake door" tests. MasterClass tested lower price tiers by showing them but upgrading users to premium "for free" - getting real data without the engineering investment.5/ 📈 Process > OutcomesCelebrate velocity and good experiment design over wins. Build a culture that praises rapid iteration and learning rather than just successful tests. This keeps teams motivated through the inevitable failures.6/ 🎯 Structured decisions > Gut callsUse formal prioritization frameworks (like RICE) to evaluate experiments. This makes decision-making transparent, coachable, and helps surface non-obvious winners that might get overlooked.7/ 🔍 Business metrics > Vanity metricsDon't trust surface-level engagement metrics (opens, clicks). One push notification test looked like a 10% loser on engagement but drove 10% more orders. Always measure what matters to the business.8/ 👥 Leadership taste > Perfect metricsWhile good metrics matter, having leadership with strong product taste is crucial for maintaining quality. The best defense against growth tactics degrading product quality is experienced leaders who can spot and stop harmful optimization.—Where to find Alexey Komissarouk: * Blog: https://alexeymk.com/* LinkedIn: https://www.linkedin.com/in/alexeymk/* X: https://x.com/alexeymk—In this episode, we cover:00:00 Introduction and Background 01:15 Experimentation and Growth Engineering 01:33 Measuring Experiment Success 04:22 Defining Growth Engineering 07:15 When to Hire Growth Engineers 26:55 Understanding SaaS Business Metrics 28:06 Industry Variations in Growth Strategies 29:59 Navigating Regulatory Challenges in Growth Engineering 30:40 The Intersection of Marketing and Engineering 34:26 Skills for Growth Engineering 36:19 Learning from Others in Growth Engineering 39:22 Counterintuitive Experiment Results 41:56 The Importance of Metrics in Marketing 44:33 Incentive Design in Business 46:51 Leadership and Quality Control in Growth Engineering 49:09 Balancing Short-Term and Long-Term Goals 51:35 Building a Culture of Experimentation 57:46 Innovative Pricing Strategies 01:02:05 Growth Engineering Beyond Subscriptions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Mike Taylor is the CEO and Co-Founder of Rally, an AI audience simulation platform that allows marketers to run synthetic focus groups. Before founding Rally, Mike co-founded Ladder, a 50-person growth marketing agency, as well as Vexpower, a simulation-based learning platform for marketers.Here’s some of my takeaways from this week’s episode…1/ 🎯 Live in the Future, Act in the PresentThe future exists, it's just not evenly distributed. Make intentional trips to tech hubs like SF/NYC to soak up emerging trends, then bring those insights back home. You don't need to live there, but you do need to visit regularly.2/ 💰 Status vs. Money: Choose Your PathWant status? Get in super early. Want profit? Join right before mainstream. But always optimize for money first—it buys freedom to pursue what truly interests you later. The sweet spot is often right before mass adoption.3/ 🤖 AI Automation = Creative Freedom When you automate the mundane parts of your job, you have two choices: work less or work on more interesting things. The real opportunity is using that freed-up time to pursue creative projects that AI can't replicate.4/ 🎯 The NCO EffectPosition yourself as the "non-commissioned officer" between AI strategy and execution. Humans excel at making creative, contextual decisions that bridge high-level planning and ground-level implementation.5/ 📝 Content Marketing 2.0The future isn't about pumping out 3500-word SEO articles—AI can do that. Success lies in finding and amplifying authentic stories, acting more like a journalist than a content factory.6/ 🎨 Test Small, Scale SmartStart by doing things manually, then automate once you've proven the process works. The progression: Do it manually → Create saved prompts → Automate with no-code tools → Build custom solutions.7/ 🎯 The 60/90 RuleBlog posts drove 60% of direct leads but influenced 90% of all deals. Don't write for decision-makers—write for the experts who influence them. Your content builds credibility with the recommenders.8/ 🤝 Network Like a ConnectorEvents aren't about meeting clients directly—they're about meeting people who know potential clients. Focus on being someone others are excited to recommend rather than selling directly.—Where to find Mike Taylor: * Rally: https://askrally.com/* LinkedIn: https://www.linkedin.com/in/mjt145/* X: https://x.com/hammer_mt—In this episode, we cover:00:00 Intro and Welcome 00:39 The Journey into AI and Marketing 03:23 Navigating the AI Landscape 06:17 Status vs. Money in Business 09:06 The Birth of Rally 12:30 Understanding Rally's Purpose and Functionality 25:10 Experimenting with AI and Predicting Viral Headlines 27:59 Understanding Human Behavior Through AI 29:51 The Art of Prompt Engineering 37:04 Building an Uno Game with AI 45:55 Automating Tasks with AI 52:52 The Future of Creativity and AI 58:19 Value-Based Pricing and Client Perceptions 01:00:22 Automation and Freedom in Writing 01:01:17 AI's Role in Marketing Synthesis 01:03:29 The Future of Marketing Roles 01:07:45 The Evolution of Marketing Strategies 01:11:23 Insights from Working with Major Brands 01:17:07 Creative Hiring Strategies for Agencies—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Ryan Delk is the CEO and Founder of Primer, a platform that helps the top 1% of teachers launch microschools in their communities, and he’s spent the last decade building tech companies like Square, Gumroad, and Omni.Here’s some of my takeaways from this week’s episode…1/ 🎯 High Agency > High Experience: The best leaders aren't just experienced—they believe they can shape outcomes through action. Look for people who take ownership and drive results, regardless of their background or years of experience.2/ 🔄 Unit Economics Are Physics: No amount of growth can overcome broken unit economics. At Omni, even with best-in-class optimization, delivery costs couldn't compete with Amazon-normalized pricing expectations. Know your numbers before scaling.3/ 🎓 Teachers Are Natural Entrepreneurs: Great educators already have key founder traits—managing ""customers"" (parents), handling budgets, and leading teams. The key is giving them tools and removing bureaucracy to let their entrepreneurial spirit thrive.4/ 🔍 Talent Discovery > Talent Competition: Build structural advantages by finding exceptional people from non-traditional backgrounds. Focus on undiscovered talent (young or career-switchers) rather than competing for the same Stanford/Google pool.5/ 🏗️ Market Problems Need Market-Level Solutions: When facing regulatory roadblocks, sometimes you need to change the system instead of just working within it. Primer's success in changing Florida education law shows the power of tackling root causes.6/ 💪 Quality Control Through Technology: Scale quality by building systems that automate quality control. Primer's platform tracks learning velocity and suggests corrections, allowing less-experienced teachers to deliver consistent results.7/ ⚡ Speed vs. Quality is a False Choice: Top performers can maintain extremely high quality while moving quickly. The key is finding truly exceptional people and giving them the tools and autonomy to execute.8/ 🎯 Mission Drives Retention: When tackling universal problems few are addressing (like education), mission alignment becomes your strongest retention tool. Top talent will choose impact over traditional career paths when given real agency to drive change.—Where to find Ryan Delk: * Primer Microschools: https://primer.com/* LinkedIn: https://www.linkedin.com/in/delk/* X: https://x.com/delk—In this episode, we cover:00:00 The Journey Begins: From Banking to Tech 05:07 Square's Hyper-Growth: Lessons Learned 09:27 The Talent Advantage: Attracting Undiscovered Talent 14:24 Building a Team: The Importance of Barrels 20:32 Gumroad: Navigating Growth and Pricing Strategies 27:08 The Indie Creator Movement: Word of Mouth Success 37:21 Sustainable Growth: Avoiding Reliance on Big Launches 37:35 Navigating Different Business Models 38:58 Lessons from Building Omni 42:17 The Trojan Horse of Rentals 45:09 Customer Acquisition Strategies 48:15 Understanding Business Equations 49:56 The Birth of Primer 53:09 Pivoting to Micro Schools 56:58 The Entrepreneurial Spirit of Teachers 59:31 High Agency in Education 01:02:23 Lightning Round—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Jesse Hanley is a marketer-turned-founder who went from running digital marketing at Gold's Gym Australia to building Bento, where he's proving that email marketing platforms don't need venture funding or aggressive growth to deliver enterprise-grade capabilities.Here’s some of my takeaways from this week’s episode…1/ 🎯 Keep It Simple, Keep It Consistent: The most profitable email accounts aren't complex snake-tree automations—they're ""caveman"" approaches focused on consistent, valuable communication. Success comes from knowing your customers well and maintaining regular touchpoints.2/ 🧪 A/B Testing Is Often Busy Work: Most A/B testing in email marketing suffers from flawed metrics (like open rates affected by bots) and insufficient sample sizes. Focus on revenue and conversions instead of getting lost in headline optimization.3/ 📈 North Star = ""Expected & Wanted"": Every email decision should pass two tests: Do users expect this email? Do they want it? This simple framework helps cut through the noise on everything from image usage to send frequency.4/ 🎭 Brand > Performance Marketing: While performance metrics matter, brand-building through multiple channels creates compound effects. Don't dismiss ""old school"" marketing—conferences, sponsorships, and broad brand presence often drive unexpected value.5/ 🎨 Personalization Is Often Overkill: For most businesses (especially with 6/ 🎯 Measure What Matters: Skip vanity metrics like open rates. Focus on concrete business outcomes: credit card signups, revenue, or specific conversion actions that tie directly to business growth.7/ 🤖 AI Should Enhance, Not Replace: The best AI implementations subtly improve existing workflows rather than creating flashy new features. Focus on reducing friction in common tasks versus building AI-powered bells and whistles.8/ 📊 Quality > Quantity in List Building: Resist the urge to rapidly scale your email list through paid growth or cross-promotion networks. A smaller, highly-engaged list often drives more revenue than a large, unengaged one.—Where to find Jesse Hanley: * Bento: https://bentonow.com/* LinkedIn: https://www.linkedin.com/in/jessehanley/* X: https://x.com/jessethanley/—In this episode, we cover:00:00 Introduction and Backgrounds 05:09 The Journey of Learning to Code 15:08 Building Bento and Early Challenges 25:40 Customer Engagement and Support Strategies 27:31 Crafting Effective Marketing Emails 35:38 Balancing Marketing Strategies for Growth 41:27 The Art of Personalization in Email Marketing 50:06 Metrics That Matter: Evaluating Email Campaign Success 55:31 Balancing Value and Promotion in Email Content 58:09 Scaling Email Marketing Efforts Effectively 01:05:42 Integrating AI for Enhanced Email Marketing—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Maja Voje is the author of Go-To-Market Strategist and founder of Growth Lab, both of which build on her experience with 400+ launches across hundreds of companies.Here’s some of my takeaways from this week’s episode…1/ 🎯 Early Customer Profile > Ideal Customer Profile• Your first 50 customers won't be your ideal ones - and that's OK• Focus on finding customers with: burning pain points, willingness to pay now, adjacency to ideal customers, and low barriers to entry• Start with segments you can actually access and understand, then move upmarket2/ 🧪 Test, Don't Guess• Run actual experiments instead of endless analysis• Use ads to test messaging even before website traffic• Test one variable at a time (positioning, pricing, etc.)• When in doubt, talk to 5-10 customers3/ 💰 Price for Value, Not Competition• Capture 20-30% of the value you create• Start with competitor benchmarking if needed• For AI products, benchmark against human alternatives• Don't waste time finding the "perfect" price before having customers4/ 🎥 Social Proof is Your Best Bet• Real customer testimonials matter more than ever in the AI era• Record testimonials at events when possible• Focus on showing authentic enthusiasm and results• Use this as your first major testing variable5/ 🔄 Seven Go-to-Market Motions• Inbound (content, organic)• Paid acquisition• Outreach/sales• Community building• Account-based marketing• Product-led growth• Events/partnerships6/ 📞 Cold Outreach Still Works• Use data enrichment for mass personalization• Reference specific details about prospects• Start with warm outreach on LinkedIn• Focus on adding value before pitching7/ 🎮 Make Products "Perfect Enough"• For AI products, go beyond bare MVP• Focus on core value delivery• Ensure first impression drives retention• Test with high-touch onboarding initially8/ 📈 When to Add New Channels• When seeing diminishing returns in primary channel• When introducing new products/price points• When entering new market segments• Consider hiring experts vs learning yourself—Where to find Maja Voje: * Maja’s free GTM checklist: https://gtmstrategist.com/gtm-checklist* LinkedIn: https://www.linkedin.com/in/majavoje/* X: https://x.com/majavoje—In this episode, we cover:00:00 Introduction to Go-To-Market Strategies 01:39 Shifts in Go-To-Market Approaches 07:14 Identifying Product-Market Fit 12:16 Understanding Customer Profiles 16:54 Case Study: Loom's Customer Profile 23:17 Overcoming Analysis Paralysis 31:13 The Power of Cold Outreach 42:19 Pricing Strategies for Startups 47:13 Proof of Product-Market Fit 53:06 Handling Failure and Learning 56:38 Structuring Experiments for Results 01:01:32 When to Level Up Growth Strategies 01:05:12 Lightning Round: Quick Decisions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Sherry Jiang is the founder and CEO of Peek, an AI-powered personal finance platform helping users track and grow their net worth. Previously at Google, where she worked on Google Pay's growth in India, Sherry made the bold decision to leave big tech in 2021 to pursue entrepreneurship in Singapore.Here’s some of my takeaways from this week’s episode…1/ 🎯 Master One Channel Before ScalingThe first $1M in revenue can come from mastering a single marketing channel. Don't spread yourself too thin across multiple platforms—go deep before going wide. For Peek, LinkedIn organic was the golden ticket, driving hundreds of beta signups through authentic storytelling.2/ 🧪 Right-Size Your ExperimentsThink like a poker player: Make small bets to test hypotheses before going all-in. Start with minimal viable experiments that let you validate assumptions without depleting resources. A good rule: If an experiment fails, it shouldn't threaten your core business.3/ 👥 The "15 Core Users" Rule Rather than trying to deeply understand hundreds of users, focus on 15 power users you know "as well as your siblings." Look for users who proactively provide feedback and engage with your product—they'll give you the insights needed to build something great.4/ 📱 Prototype > PerfectBuild quick, throwaway prototypes to validate ideas fast. One prototype per month is a good cadence. Don't worry about perfect branding or polish—focus on getting behavioral validation from real users. As Sherry says, "I don't care if the colors aren't on brand."5/ 💡 Local > Global Don't confuse "US market" with "global." Start with geographic focus and expand strategically. The world has 8B people—the US has 300M. Regional focus lets you deeply understand users and build for their specific needs before expanding.6/ 🎭 AI as Writing PartnerUse AI as a writing assistant and research accelerator, not a replacement. Feed it your "word vomit" and let it help structure thoughts. For research, use it to spot patterns and generate insights that would take humans weeks to compile.7/ 📊 Story > StatsDon't just show data—tell stories with it. Even with limited data (like one month of transactions), you can craft meaningful narratives about spending patterns and behaviors. Focus on progressive revelation of information with clear hooks and resolutions.8/ 🎬 Content Format Follows PlatformDifferent platforms demand different approaches: LinkedIn rewards professional insight, TikTok needs extreme authenticity, Reddit requires pure value-add with zero self-promotion. Don't copy-paste content across platforms—adapt to each one's native language.—Where to find Sherry Jiang: * Peek: https://peek.money/* LinkedIn: https://www.linkedin.com/in/sherrypeek/* X: https://x.com/SherryYanJiang—In this episode, we cover:00:00 Introduction and Background 05:37 Learning AI Coding as a Non-Technical Founder 11:16 Onboarding Challenges in Personal Finance Apps 16:55 User Acquisition and Building Trust 19:51 Understanding the Founder Journey 21:10 Navigating Switching Costs in Startups 22:36 Assessing Product-Market Fit 26:33 The Art and Science of Founding 29:32 Merging Data and Intuition 33:19 Thinking in Bets: Lessons from Poker 36:19 Marketing Strategies and LinkedIn Success 38:30 Building a Personal Brand 44:26 Customer Retention and Insights 49:47 Prototyping and Testing for Product Market Fit 50:59 Channel Optimization Post Product Market Fit 53:15 Localization Strategies for Diverse Markets 55:07 Underrated Marketing Channels: Insights and Opportunities 57:15 The Impact of AI on Personal Finance Management 01:02:50 Lightning Round: Quickfire Marketing Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Gastón is a poetry-obsessed CMO whose marketing campaigns are powered by literature and code - leading him from Google to wonky vegetables, with successful stops at dating apps and AI news along the way.Here’s some of my takeaways from this week’s episode…1/ 🎯 Brand First, Growth Second: A strong brand narrative naturally drives growth metrics. Don't chase numbers at the expense of story—focus on building a compelling narrative that resonates with your audience and the metrics will follow.2/ 🗣️ Customer Understanding > Dashboard Data: While analytics are valuable, nothing beats direct customer observation and feedback. Post-checkout surveys asking "why did you join?" and "what concerns did you have?" provide deeper insights than surface-level metrics.3/ 🎨 B2B ≠ Boring-to-Boring: Business buyers are humans first. They're thinking about promotions, career growth, and personal success—not your product features. Connect with the human truth behind business decisions.4/ 🔄 Consistency ≠ Repetition: Brand consistency isn't about parroting the same phrases—it's about staying true to core values while varying your expression. Use different words to convey the same meaning to keep messaging fresh and engaging.5/ 🌍 Local > Global in Marketing: When scaling internationally, empower local marketing teams over centralized control. While less efficient, local teams better understand cultural nuances and market opportunities.6/ 💡 Make the Familiar Strange: The best marketing makes familiar things unfamiliar (and vice versa). Like literature, great campaigns help people see everyday things in new ways.7/ 🎭 Values > Neutrality: Don't fall into the trap of neutral, bland messaging when expanding to new markets. Local brands succeed because they speak authentically to their audience.8/ 🎓 Growth vs. Efficiency is a Trade-off: There's no perfect solution in marketing—just trade-offs. Choose whether to optimize for growth (local control, higher costs) or efficiency (central control, lower costs) based on business objectives.—Where to find Gastón Tourn: * LinkedIn: https://www.linkedin.com/in/gtourn/* Oddbox: https://www.oddbox.co.uk/—In this episode, we cover:00:00 Introduction and Background 03:20 The Importance of Meaning in Marketing 13:48 Combining Literature and Technology 25:29 Insights from Startup Marketing 28:57 The Importance of Marketing in Product Success 32:03 Cultural Insights in Dating and Marketing 34:11 Challenges of Global Marketing Localization 36:46 The Risks of Big Brand Marketing 39:32 Balancing Centralization and Localization in Marketing 42:04 Trade-offs in Marketing Strategies 46:26 B2B Marketing: Connecting with Real People 48:47 Consistency vs. Repetition in Brand Messaging 54:24 Understanding Customer Motivations at Oddbox 57:13 The Value of Teaching and Learning from Students—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Andrew Littlefield is a content marketing veteran who's helped build audiences from scratch at multiple startups and established brands, including the robotic tiny homes company Ori.Here’s some of my takeaways from this week’s episode…1/ 🎯 Content Success = More At-BatsThe key to content marketing isn't perfection—it's volume of attempts. Like baseball, even Hall of Famers only succeed 1/3 of the time. Focus on getting more "at-bats" by publishing frequently and experimenting constantly, rather than trying to make every piece perfect.2/ 🌱 Early Success Signs MatterWhen something's really working, you'll often see clear positive signals very early—like unexpectedly high engagement or enthusiastic audience feedback. Don't waste months trying to force mediocre results when you could be exploring new directions.3/ 🎨 Hire for Hunger, Not Credentials Look for candidates who show creativity, attention to detail, and drive to succeed—regardless of their educational background. Hidden application instructions (like "use the word 'wiggle' in your cover letter") help identify detail-oriented folks who'll go the extra mile.4/ 📊 Blog Strategy = Compound InterestDon't chase viral hits. Build a library of solid content that each brings in steady traffic. 100 posts getting 5 views/day > 1 post getting 100 views/day. The cumulative effect compounds over time as your content library grows.5/ 🎬 Search > SocialPrioritize platforms where users actively search for solutions (like YouTube) over pure social feeds. Search-based content has longer shelf life and attracts more intentional audiences seeking specific solutions.6/ 🎭 Gate StrategicallySave gating for truly valuable, exclusive content like live events or original research. The bar for what people will trade their contact info for has risen dramatically—make sure you're offering genuine value.7/ 🔄 Adapt or DieWhat works in content marketing constantly evolves. Be ready to abandon strategies that stop working and experiment with new approaches. Success comes from staying flexible and responsive to changing audience behaviors.8/ 🎯 B2B2C MarketingSometimes the path to B2B success requires building consumer demand first. Create broad awareness and desire for your product among end users to drive business customer adoption.—Where to find Andrew Littlefield:* LinkedIn: https://www.linkedin.com/in/andrewlittlefield/* X: https://x.com/fsuandrew—In this episode, we cover:00:00 Introduction and Background 05:26 Early Successes in Marketing 09:05 The Recipe for Success in Content Marketing 15:18 Iterating and Adapting Strategies 16:08 The Addiction of Content Creation 19:50 Navigating the Content Marketing Landscape 22:43 The Art of Experimentation in Marketing 27:01 Overcoming Barriers to Creativity 29:47 Accountability in Pursuing Dreams 35:36 The Early Days of Marketing at We Did It 44:04 The Persistence of Ideas 45:24 Identifying Winning Strategies 47:21 Building a Talented Team 49:34 Innovative Hiring Practices 52:30 The Value of Hunger in Candidates 57:18 Gated vs. Ungated Content 01:03:24 The B2B2C Approach to Marketing 01:03:53 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Ina Herlihy is the founder and CEO of AddGlow, helping brands increase revenue. They've started with an onsite community. She brings unique insights from building products at Walmart and driving early growth at Zumper.Here’s some of my takeaways from this week’s episode…1/ 🎯 Rejection builds resilience: Early experiences with rejection (like getting press passes as a teen) can be invaluable training for founder life. The key is viewing rejection as a normal part of the process rather than a roadblock.2/ 🔍 Founder-led sales are crucial early on: Don't delegate sales too quickly in the early stages. Direct customer conversations provide invaluable learning that shapes product development and company direction.3/ 🧪 Test manually before automating: Start with manual processes to validate hypotheses before investing in automation. At Zumper, Ina manually personalized emails first, proved the impact, then found tools to scale it.4/ 🤝 Network effects compound over time: Your professional network isn't just about immediate opportunities—it's about future hires, investors, and advisors. Focus on excellence in your current role to build strong references.5/ 📊 Data capture drives personalization: Collecting first-party data during community signup enables better email personalization and higher revenue. Partner integrations (like with CRMs) multiply the value.6/ 🎨 Default > Custom: Keep user interfaces familiar when possible. Just like how Starbucks uses consistent layouts globally, default reactions/emojis reduce friction and increase engagement.7/ 🔄 Community engagement is a gradual build: Focus first on awareness and accessibility, then layer in engagement drivers like weekly digest emails and point-based rewards with smart limitations.8/ 🎬 Customer promises ≠ commitments: Be wary of building features just because potential customers say they'll buy if you do. Focus on features that benefit multiple customers rather than one-off requests.—Where to find Ina Herlihy:* Web: https://addglow.com/* LinkedIn: https://www.linkedin.com/in/inaherlihy/* X: https://x.com/inaherlihy—In this episode, we cover:00:00 The Journey to Founding AddGlow 07:28 Navigating the Challenges of Entrepreneurship 07:33 Marketing Strategies at Zumper 10:58 Balancing Brand Awareness and Short-Term Performance 10:58 Sales and Customer Engagement Strategies 12:53 User Conversations and Product Development 15:51 Email Marketing Insights from Zumper 17:16 Leadership and Team Development 19:27 Transitioning from Startup to Enterprise 21:33 Building Stakeholder Relationships 23:42 Networking and Career Growth 27:21 Relocating to New York and Its Impact 28:32 User Insights and Product Development 29:49 Launching Ad Glow and Community Building 31:31 Growing Communities from Scratch 32:50 Encouraging Community Engagement 34:36 Balancing Incentives in Community Building 38:19 The Value of Community for Brands 38:41 Moderation and Community Management 40:33 Lightning Round: Quickfire Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Stephen Stouffer is Director of Automation Solutions at Tray.ai, bringing over a decade of experience in markops, revops, and digital transformation. Starting his career as a web developer, Stephen has grown through various marketing technology roles, both in-house and in-agency, and he’s particularly known for his work in marketing automation and AI implementation.Some takeaways:1/ 🎯 Keep It SimpleBreak down complex systems into their simplest form. Early-career Stephen over-engineered email nurture campaigns; experienced Stephen focuses on fewer, higher-quality touchpoints that are easier to test, manage, and measure.2/ 🏃 Agency Work = Career AcceleratorWorking at an agency is the ultimate career hack. You'll learn multiple tools, industries, and use cases in a compressed timeline. Just remember: burnout is real—set boundaries early and often.3/ 🤝 Sales-Marketing Alignment Needs Physical ProximityThe best solutions often come from walking across the room. Have marketing join sales stand-ups, move BDRs under marketing's umbrella, and measure marketing by sales-accepted leads (not MQLs) to create true alignment.4/ 🔧 Tools Don't Fix People ProblemsThe biggest misconception in digital transformation: thinking new tools will solve organizational issues. If sales imports bad data into Pardot, they'll do the same in Marketo. Focus on people and process first.5/ 📊 Ditch Open Rates, Focus on ConversionsWith Apple's privacy changes and AI skewing email metrics, open rates are increasingly unreliable. Measure success by actual conversions and downstream metrics that tie directly to business goals.6/ 🌱 Start Small, Scale SmartFor small e-commerce: Start with just HubSpot + BigCommerce. Only add complexity (like Salesforce) when you actually need enterprise-grade features. Don't over-engineer early solutions.7/ 🎮 Automation = Bridge BuildingSuccess in automation isn't just technical skills—it's understanding both user needs and technical capabilities, then building simple bridges between them that people actually want to use.8/ 🤖 AI Implementation StrategyDon't start with code. Ask AI "What are the top 10 ways someone in [your role] at [your company] could use AI?" Then work down that list, starting with what looks most interesting.—Where to find Stephen Stouffer:* Web: https://sites.google.com/tray.io/revops-learning-hub/connect* LinkedIn: https://www.linkedin.com/in/stephenstouffer/—In this episode, we cover:00:00 Career Beginnings and Accidental Marketing 03:33 The Puzzle of Marketing Automation 07:36 Simplifying Email Campaigns 11:30 The Role of AI in Development 15:01 Agency vs. In-House Experience 18:48 Navigating Client Relationships and Leadership 24:30 Understanding Digital Transformation Misconceptions 27:24 The Importance of Alignment in Teams 29:16 Integrating Operations and Technology 31:34 Balancing Work and Personal Life 37:33 Maintaining Company Culture During Growth 40:47 Rethinking Email Metrics and Measurement 46:06 Simplifying Marketing Operations for Startups 48:36 Building a Scalable Tech Stack 52:49 Navigating AI in Marketing Automation 55:43 The Dilemma of Automation and Employment 58:54 The Importance of Human Connection in MarTech 01:01:52 Aligning Sales and Marketing for Success 01:04:35 Bridging the Gap Between Sales and Marketing 01:06:30 Leveraging Tray.ai for E-commerce Automation 01:09:57 Lightning Round—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Faisal AlKhalidi is a performance marketing veteran who's helped scale brands like DoorDash, Gainful, and Perfect Keto before founding Growth Minds, where he now helps D2C brands reduce their customer acquisition costs through data-driven creative development.Here’s some of my takeaways from this week’s episode…1/ 🎯 Mirror, Don't Window: Instead of showcasing your product immediately, reflect your customer's pain points and desires. For example, with joint supplements, lead with grandparents unable to play with grandchildren rather than product features. Only reveal your solution after establishing emotional connection.2/ 🧩 Modular Creative Testing Wins: Break ads into modular components (hook, body, CTA) and test combinations. One winning hook can be mixed with different bodies to create multiple successful variations—work smarter, not harder.3/ 📊 The 1-in-8 Rule: Only about 12% of ad creatives become winners. Plan your creative volume accordingly—for a $50k monthly ad spend, aim for 20+ new creative concepts monthly. Test each for at least 7 days with 5-7x AOV in spend.4/ 🎯 Focus Your Growth Stack: Sub-$10M companies should master three core channels instead of spreading thin: Meta ads, solid website/funnel, and lifecycle marketing (email/SMS). Master these before expanding.5/ 📱 Broad > Narrow Targeting: Platform algorithms have evolved—creative is your new targeting. Focus less on detailed audience settings and more on letting the creative and message attract the right viewers naturally.6/ 🔍 Mine Customer Reviews with AI: Use AI to analyze customer reviews at scale, identifying common pain points, desires, and unique product benefits. This data becomes your creative strategy foundation.7/ 📈 Hook Rate + Hold Rate: Aim for 30%+ hook rate (viewers watching past 3 seconds) and optimize your hold rate (continued engagement). These metrics predict overall ad performance.8/ 💡 Test Smart, Not Hard: Before ruling out an underperforming ad, analyze its components. A weak overall performance might hide a winning hook or other element worth keeping.—Where to find Faisal AlKhalidi:* Web: https://www.growthminds.co/* LinkedIn: https://www.linkedin.com/in/faisalalkhalidi/* X: https://x.com/faisalalkhalidi—In this episode, we cover:00:00 Inbound vs Outbound Marketing Strategies 06:14 Understanding B2B vs B2C Marketing Dynamics 11:13 Retention Strategies for Subscription Products 16:11 Transitioning from Products to Services 21:27 Navigating Multi-Touch Attribution 26:31 Creating Scroll-Stopping Ads 32:10 The Importance of Modular Ad Testing 37:40 Optimizing Ad Performance: Hook and Hold Rates 42:35 Mirroring Customer Needs in Advertising 47:55 Implementing Rapid Testing Cycles 52:11 Evaluating Ad Performance and Spend 57:02 Leveraging Customer Reviews for Insights 01:01:19 Innovative Marketing Practices Today—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Lydia Davey is the co-founder of Attentio PR, where she helps the world's most interesting startups accelerate growth through high-impact earned media coverage. Her journey began as a U.S. Marine Combat Correspondent, built through her time working in Communications at Apple, and most recently continued through fractional Communications leadership roles at various startups.Here’s some of my takeaways from this week’s episode…1/ 🎯 Story > Stats: It's not just about lining up facts—it's about crafting a narrative that grabs hearts, minds, and wallets. Example: "The queen died, the king died" vs. "The queen died, and the king died of a broken heart." The second version creates emotional investment and curiosity.2/ 🔍 Media Success = Research + Relationships: Newsrooms have shrunk 20% since pre-pandemic, and journalists now receive 500+ pitches daily. Success comes from deep research into where your story fits and making it dead simple for journalists to say "yes."3/ ⏰ The "Why Now?" Factor: Even great stories need timing. Whether it's a product launch, market expansion, or cultural moment, successful PR hinges on having a compelling reason for journalists to cover your story today rather than tomorrow.4/ 🌟 Own It, Apologize, Overcorrect: The three pillars of crisis communications. When things go wrong, leadership needs to take ownership, show genuine remorse (when legally possible), and demonstrate meaningful change.5/ 📊 ROI Isn't Optional: Top PR pros quantify their impact. It's not enough to say "I ran X campaign"—you need to show the lift in brand awareness, direct traffic, or sales. Track everything and tie it back to business outcomes.6/ 🎭 Embargoed > Surprise Launches: Give journalists 3 weeks with the story under embargo. This creates a "shock and awe" moment when multiple high-quality stories drop simultaneously, versus trickling out one at a time.7/ 🤖 AI + Human Judgment: Use AI to iterate quickly and generate ideas, but rely on human judgment for the final narrative. AI can stack facts but struggles to add the emotional context that makes stories compelling.8/ 🌐 Local Knowledge Matters: For global brands, always hire local PR support. There are cultural nuances and sensitivities that even the best international team can't fully grasp.—Where to find Lydia Davey:* Web: https://www.attentiopr.com/* LinkedIn: https://www.linkedin.com/in/lydiadavey/* X: https://x.com/lm_davey—In this episode, we cover:00:00 From Marine to Media: Lydia's Journey 03:10 The Art and Science of Storytelling in PR 05:58 Building a PR Agency: Lessons from the Ground Up 08:41 Crafting Compelling Narratives: The Heart of PR 11:23 Finding the Right Story: Case Studies in PR Success 13:48 Navigating Crisis Communications: Strategies for Success 16:19 Measuring ROI in PR: Beyond the Headlines 18:54 The Role of Creativity in PR Campaigns 21:22 Understanding Negative PR: Lessons Learned 22:56 The Importance of Leadership Buy-In in PR 37:51 Navigating Media Opportunities 43:52 The Importance of Media Training 46:37 Starting PR on a Budget 50:01 In-House vs Agency PR 52:37 Hiring for PR Success 57:35 Finding the Right Agency 01:02:33 The Appeal of Agency Work 01:04:05 Managing Competing Priorities 01:06:31 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Tosin Thomas is Head of Marketing at Financial Cents, where she transformed virtual events into a growth engine by bringing scientific rigor from her biochemistry background to B2B marketing.Here’s some of my takeaways from this week’s episode…1/ 🎯 Test Small, Scale SmartSuccessful marketing isn't about doing everything—it's about testing channels cheaply, measuring results rigorously, and doubling down on what works. Case in point: Their first brand conference cost under $10k as a test, then scaled after proving ROI.2/ 📊 Self-Reported Attribution > Assumptions Ask customers directly how they found you. When you consistently hear the same channel (like LinkedIn), that's your signal to invest more heavily. Combine this with traditional tracking for a complete picture.3/ 🎬 Virtual Events Need Unique Value PropsDon't compete with established in-person conferences. Instead, create something different—like multi-track sessions tailored to different company sizes or interactive "workflow roasts" that solve real problems live.4/ 🔄 Content Redistribution > CreationSocial media shouldn't be a channel for new content—it should redistribute existing content in new formats. Turn blog posts into carousels, event clips into short videos, and customer stories into memes.5/ 💪 Hire for Marketing Skills First, Industry Knowledge SecondWhen building a marketing team, prioritize hiring excellent marketers who can learn your industry rather than industry experts who know some marketing. The learning curve is steeper for marketing skills than industry knowledge.6/ 🎁 FOMO > Convenience Drive event attendance by emphasizing what attendees will miss—exclusive resources, live networking, speaker templates—rather than just promoting the recording access. Their events hit 40-60% attendance vs. industry standard 30%.7/ 🎨 Brand Building Makes Performance CheaperStrong brand presence reduces customer acquisition costs across all channels. When people recognize your brand from content or events, they're more likely to engage with ads and convert.8/ 🤝 Strategic Partnerships Amplify ReachPartner with complementary tools and communities to expand reach. Example: When featuring a customer using multiple tools, involve all those companies in promotion for exponential reach.9/ 📈 Focus Marketing Roles on Scale-Ready ChannelsOnly create dedicated roles for channels showing clear traction and ready for scaling. Each new hire should own a channel that's proven its worth but needs focused attention to grow.—Where to find Tosin Thomas:* Web: https://mainstack.me/tosinthomas* LinkedIn: https://www.linkedin.com/in/tosinthomas/* X: https://x.com/TosyneThomas—In this episode, we cover:00:00 Introduction and Background 00:41 Transitioning from Biochemistry to Marketing 06:49 Understanding MQLs and SQLs 12:25 Balancing Brand and Performance Marketing 18:01 Innovative Event Strategies 23:32 Engagement and Attendance Strategies 29:06 Event Strategy and Education Focus 31:05 Pinpoint Webinars and Demo Days 32:26 Quarterly Branded Events and Educational Focus 33:22 Innovative Event Formats and Community Engagement 34:57 Strategies for Event Attendance and Registration 37:50 Using Events for Customer Retention 39:15 The Power of Content Marketing 42:00 Building a Marketing Strategy 44:22 Choosing the Right Social Media Platforms 48:09 Marketing Attribution and Tracking 51:07 Content Creation for Social Media 56:04 Building a Marketing Team 01:02:35 Hiring for Skills vs. Industry Experience 01:04:45 Onboarding New Team Members 01:06:52 Fostering Team Culture 01:11:02 Lightning Round: Quickfire Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Pete Sena is a serial entrepreneur and creative strategist behind companies like Digital Surgeons - a consultancy he started in 2004, The Resonance - where he partners with leading experts to create new revenue streams, and District - a tech innovation campus in New Haven, Connecticut. He’s known today for being an AI expert helping people to build, grow, and scale companies using AI, creativity, branding, and storytelling.Some takeaways:1/ 🧠 Curiosity Beats CompetenceThe competitive advantage in the post-AI era will be creativity and curiosity, not just technical skills. Better questions create better outcomes. Start by asking "why" and going five levels deep to uncover core motivations and insights.2/ 🎯 Distribution + Creativity = SuccessThe next 20 years will be driven by two key factors: your ability to get people to care about what you think (distribution) and creativity. Master these and you can succeed regardless of age or background.3/ 🤖 AI = Junior EmployeeTreat AI like a junior team member - capable but needs clear direction and oversight. It excels at specific tasks but lacks wisdom and experience. Focus on giving clear instructions and iterative feedback to improve outputs.4/ 🔄 Chain Before AgentStart with simple chain-of-thought prompting before jumping into complex AI agents. String together simple prompts (input → output → new input) to create powerful workflows. Tools like Zapier make this accessible to non-technical users.5/ 🎨 Design Your Culture (Or It Designs You)Culture is like yogurt - you need the right starter culture. Intentionally design your organization's behaviors, rituals, and incentives. Clear expectations and consistent reinforcement shape stronger cultures than top-down mandates.6/ 🌱 Show Up + Do The Work90% of success is consistently showing up prepared. Under-promise and over-deliver. Build trust through reliability before seeking scale.7/ 💡 Unlearning > LearningFuture success requires unlearning old patterns and limiting beliefs. Stay adaptable and question "that's how we've always done it" thinking.8/ 🤝 Soft Skills Are The Hard SkillsEmotional intelligence and human connection matter more than technical expertise. Even in an AI world, people want to interface with people.—Where to find Pete Sena:* LinkedIn: https://www.linkedin.com/in/petersena/* X: https://x.com/petesena* Web: https://petesena.com/subscribe—In this episode, we cover:00:00 Introduction and Setup 00:34 The Journey of Entrepreneurship 07:24 The Evolution of Learning and Technology 09:44 Curiosity and Creativity in the AI Era 12:19 Understanding the Depth of 'Why' in Conversations 15:34 The Power of Distribution in the Digital Age 20:08 Scaling Success: The Importance of Consistency 22:40 Leveraging AI for Enhanced Marketing Efficiency 28:33 Driving Change: The Art of Transformation 32:40 Creating Conditions for Intrinsic Motivation 38:07 Getting Started with AI: Overcoming Fear and Hesitation 41:59 Common Mistakes in AI Application for Marketing 45:26 Getting Started with Agents and Automation 48:51 The Role of AI as Junior Employees 51:12 Data and Distribution: Keys to Success 53:05 Unlearning for Growth 55:46 Leadership and Operationalizing Ideas 59:03 Navigating the Challenges of Today's Youth 01:02:26 Optimizing Time with the Green Zone 01:09:15 Design-Driven Culture: Building the Right Environment—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Joe Wilkinson helped scale Lucid past $100M ARR and now advises early-stage startups on product-led growth and turning visitors into customers through his boutique consultancy Artisan Strategies.Here’s some of my takeaways from this week’s episode…1/ 🎯 Value First, Distribution Second• The best products create an amazing core experience that sells itself• Distribution becomes about showcasing that incredible experience• Start with making something people genuinely love, then figure out how to reach them2/ 🔄 Monthly > Annual Early On• Monthly subscriptions force everyone to focus on customer retention• Teams naturally optimize for keeping users happy and engaged• Build better products by allowing customers to "vote with their feet"3/ 📊 Data Should Serve Action, Not Vice Versa• Data alone never makes decisions - humans do• Avoid using data as an excuse for inaction• Better to ship without perfect data than to have perfect data and never ship4/ 🎨 Not All Clicks Are Equal• Remove friction that blocks value, not just any friction• Video games have long onboarding but users don't mind because it's valuable• Focus on maintaining momentum toward the core value proposition5/ 💼 The Power of Fractional Leadership• Get higher-caliber talent than you could afford full-time• Perfect for early-stage companies that need expertise but not full-time roles• Can be more impactful in 1 day/week than a full-time junior hire6/ 🎯 Operational Risk > Opportunity Risk• Focus on executable strategies with clear value vs speculative bets• Example: Master proven channels (SEO) vs chasing new unproven ones• Success comes from execution quality, not gambling on opportunities7/ 🌱 Solve The Now, Build For Later• Must survive today to thrive tomorrow• Make decisions that work now but inform future vision• Balance immediate revenue needs with long-term product development8/ 🎮 Product-Led Growth Requires Consumer-Grade Experience• Enterprise software needs to feel as good as consumer apps• Focus on individual user delight first• Let grassroots adoption drive enterprise sales—Where to find Joe Wilkinson:* LinkedIn: https://www.linkedin.com/in/josephwilkinson/* Web: https://artisangrowthstrategies.com/—In this episode, we cover:00:00 Global Connections: The Power of the Internet 00:25 The Evolution of Podcasting and AI 01:55 Insights from Venture Capital: Learning from the Best 06:35 Growth Strategies: Lessons from Lucid 11:19 The Journey of Lucid: From Startup to Success 13:11 Lucid's Core Offerings and Innovations 13:58 Mindset for Growth and Experimentation 16:10 The Importance of Testing and Learning 17:07 A/B Testing Success Rates and Strategies 19:47 Achieving Statistical Significance in Testing 23:44 Frequentist vs Bayesian Approaches to Testing 30:03 Understanding Click Value in User Onboarding 34:17 The Concept of Product-Led Growth 36:02 Grassroots vs Traditional Sales Models 40:09 Common Misconceptions about Product-Led Growth 41:34 The Role of Data in Business Decisions 42:30 The Role of Data in Decision Making 47:21 Understanding Time Horizons in Business 50:24 Navigating the Middling Problem 57:11 The Rise of Fractional Work 01:03:51 Operational Risk vs Opportunity Risk—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—From studying mechanical engineering to leading Product at startups that have raised a combined $500 million, Kari Ostevik has deep experience shipping successful products in high-stakes environments. And from her time leading growth after a CMO left, Kari has a unique perspective on the Product/Marketing relationship.Some takeaways:1. 📢 Push Past the Squeaky Wheel Trap: In many orgs, decisions often default to "whoever shouts loudest." Combat this by bringing hard data + user interviews to the table. Pro tip: Build a compelling narrative around why certain features deserve priority over what your noisiest stakeholder might want.2. ⏱️ Meeting Hack Alert: Nobody reads pre-reads (shocking, we know). Instead of sending docs ahead, block dedicated "heads down" time during meetings. Kari's move? Put on lo-fi beats and give everyone 5-10 mins to process + comment. Way more effective than hoping people did the homework.3. 🧠 The "Crazy Eights" Brainstorming Tech: Need fresh product ideas? Fold paper into 8 squares, give everyone 8 minutes (1 min per square) to sketch solutions.The magic? People work independently first = less groupthink, more innovation. Bonus: Works for remote teams via Miro.4. 🎯 Stop Being Data-Obsessed (Or At Least Pick The Right Metrics): While metrics matter, Kari warns against getting too tunnel-visioned on short-term data wins. Hot take: Sometimes chasing metrics can actually wreck your user experience. Balance quantitative insights with maintaining product vision.Like we saw earlier with Sundar, consider defining better metrics that are more aligned with your long-term vision.5. 👑 The Authority Paradox: PMs lead without direct authority (awkward). Kari's solution? Early 1:1s with team members to understand their past PM experiences + explicitly position yourself as their "umbrella" – there to help them do their best work.6. 🎥 The Gong-Guerrilla Testing Matrix: Use this to identify what really matters to your decision making users (aka, ideal customer profile / ICP).* B2B Move: Mine Gong (sales call recording) data for deep user insights* B2C Move: Hit the streets for rapid guerrilla testing with random folksKey difference? B2B requires more finesse (sales team gets nervous about customer access), while B2C lets you move fast and break things.7. 📐 The "Two-by-Two" Priority Framework: Skip complex prioritization matrices. Plot features on two axes: ease vs. value. The real gold? It forces explicit conversations about why something ranks higher/lower than other options.—Where to find Kari Ostevik:* LinkedIn: https://www.linkedin.com/in/kariostevik/* X: https://x.com/kariostevik—In this episode, we cover:00:00 Welcome 01:05 Transitioning Through Major Company Changes 02:40 Insights from B2B vs B2C Product Management 06:03 Prioritization Techniques in Product Development 09:36 Effective Cross-Functional Collaboration 11:34 Innovative Workshop Techniques for Product Teams 14:13 Collaborative Ideation Techniques 15:06 The Importance of Data in Product Management 15:21 Balancing Data-Driven Decisions with User Experience 16:58 Staying Connected to Industry Best Practices 20:49 Managing Teams and Building Relationships 21:19 Lessons from Teaching and Leadership 24:19 Advice for Aspiring Product Managers 24:33 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Adam Miller has held key leadership roles at Uber, Postmates, Turo, and beyond, often with a title that looks something like “director of user acquisition”. Adam is known for his data-driven approach to marketing, his expertise in optimizing customer acquisition costs, and his ability to navigate the complexities of multi-sided marketplaces. Currently, he advises and invests in early-stage marketplace companies.Some takeaways:1. 💸 The Zero-Interest Hangover: LTV (Lifetime Value) calculations were a product of the zero-interest rate era. Today's reality? Focus on shorter payback periods and sustainable unit economics. The days of "10-year customer lifetime" projections are over, folks.2. 🔋 Supply Side = Life Blood: While everyone obsesses over demand, Miller says supply management is the real MVP. Without it, you're just "a bunch of people looking for something they can't possibly buy." Start there, then worry about customers.3. ⚖️ The Utilization Sweet Spot: Perfect marketplace utilization isn't 100% — it depends on your model. Commoditized services (like Uber) can push higher, while unique inventory platforms (like Airbnb) might thrive at 15-20%. The key? Match your utilization targets to your market type.4. 🚀 Cold Start Strategy: Don't build supply from scratch. Find existing supply that's underutilized (think: black car services pre-Uber) and make it a no-brainer for them to join your platform. Zero friction + zero cost = early adoption.5. 🤖 AI's Marketplace Impact: While AI will disrupt many advantages, it won't touch network effects. Translation: Build a strong network and you'll have an "unnatural advantage" in the AI era. Sorry, AI won't help someone build the next Uber overnight (though it might be able to code it).6. 🎬 The New Video Playbook: Social video is getting shorter, but Miller warns against oversimplifying complex stories. His advice? Take the time needed to "make something big, simple" rather than forcing everything into a 15-second slot.7. 🎯 Modern Marketplace Musts: Three non-negotiables:* Supply management (onboarding + retention)* Trust and safety (the foundation of everything)* Liquidity (right supply + right demand + right place = 🎯)8. 📈 The V-Shaped Marketer: Forget being T-shaped. Start deep in one area, then expand into a V-shape by building multiple deep expertise areas over time. Call it the "sequential excellence" approach.—Where to find Adam Miller:* LinkedIn: https://www.linkedin.com/in/adamjacobmiller/* X: https://x.com/thatadammiller—In this episode, we cover:00:00 Introduction to Marketplaces and Adam's Journey 02:15 The Evolution of LTV in Marketplaces 06:34 Key Metrics for Marketplace Success 08:44 Utilization Rates and Marketplace Dynamics 12:11 Building a Marketplace from Scratch 15:26 The Importance of Storytelling in New Categories 17:03 Common Threads Across Marketplace Industries 19:15 The Role of Marketing in Marketplace Growth 19:15 Marketplace Brand and Storytelling 23:42 Investing in Marketplaces: Key Considerations 25:58 Advice for Aspiring Growth Marketers 28:37 Testing Marketplace Ideas 30:30 Designing Effective Incentive Structures 33:15 AI's Role in Agentic Negotiation 33:15 Commodity Marketplaces vs Non-Fungible Marketplaces 35:11 Established Channel Expertise vs Emerging Experimentation 37:00 The T-Shaped Marketer 39:51 AI's impact on marketplaces 44:39 A day in the life of Adam Miller 50:12 The most common marketplace mistake 51:47 Lightning Round: Quickfire Questions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Sundar Swaminathan is a growth marketing expert with 15 years of experience including at Uber, and is now a Marketing Data Science & Experimentation advisor to consumer tech scaleups and writes weekly in experiMENTAL.Some takeaways:1/ Magic Trip Metric = Your New BFF 🪄 Why it matters: Uber's genius "magic trip" metric quantified customer experience by breaking down each ride into measurable expectations vs. reality. The real magic? It helped pinpoint exactly where experiences went wrong, making fixes surgical and effective. The move: Create your own "magic" metrics by mapping your customer journey and setting quantifiable benchmarks for each step.2/ Last Click Attribution? Still Valid (Really!) 📱 Hot take: "Last click is wrong, but it's consistently wrong" - Sundar's refreshing perspective on keeping attribution simple. For mid-stage companies with 2-3 channels, last-click can work just fine. Pro tip: Focus on contribution over attribution. Test incrementality by holding one channel constant while varying another.3/ The 90% Failure Club 🎯 Reality check: ~90% of experiments fail. But here's the twist - that's actually good! The key is building a culture that celebrates learning from failures rather than avoiding them. Power move: Don't sell experimental success; sell the process of generating 3-4 new ideas from each experiment.4/ The PACE Framework for Data Leaders 📊 Break it down from Sundar’s course:* Prioritization: 1 hour/week* Analysis: 3-4 days max* Communication: 1 full day* Execution: 1-2 hours follow-up The secret sauce: Most analysts spend too much time on analysis and not enough on communication.5/ The Anti-Service Model 🤝 Game-changer: Stop treating data teams as service providers. Sundar's move? Weekly stakeholder-analyst meetings to establish partnerships, not support relationships. Why it works: Better prioritization, more trust, and easier promotions.6/ Data Democracy > Data Dictatorship 👑 Case study: Uber's Query Builder made SQL queries go viral (yes, really). Giving everyone access to data created a feedback loop of data obsession. The lesson: Data tools don't create data culture - but they can amplify it.7/ The Simple Stack Surprise 🛠 Plot twist: Uber's data science team primarily used just SQL and Google Sheets. Not Python. Not R. Just good ol' spreadsheets and queries. The takeaway: Don't let tool FOMO hold you back. Focus on business acumen over technical complexity.—Where to find Sundar Swaminathan:* Website: https://experimental.beehiiv.com/* LinkedIn: https://www.linkedin.com/in/sswamina3/ —In this episode, we cover:00:00 Introduction 00:35 Uber's "Magic Trip" 03:46 Building a Data Obsessed Culture 05:12 Travis Kalanick's egoless leadership 07:59 7 Slides That Saved Uber $35M 11:22 When "extreme" experiments are justified 12:59 Why last click is sometimes all you need 16:34 Probabilities are being misunderstood 17:38 80-90% of experiments will fail 20:18 How many experiments are needed for a homerun? 21:33 Uber Eats started as an experiment 22:42 The experiment "success" trap 26:13 Building an experimentation strength in your company 27:49 You don't need fancy tools 29:30 How Uber made SQL internally viral 32:03 AI is not a panacea for marketing analysts 35:52 The PACE framework for data analysis 40:28 Where to invest your time as a marketing analyst 42:10 How to work effectively with analysts 44:16 The Journey into Newsletter Writing 48:21 Strategies for Growing Online Presence 49:51 How to grow your own following on LinkedIn 50:59 Future Aspirations and Projects—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Listen now on YouTube, Spotify, and Apple.—Kevin Xu, perhaps better known by his Reddit moniker - Sir Jack, built an $8M fortune trading stocks on Reddit’s WallStreetBets before leaving his day job at YouTube to build AfterHour, a stock market super app. It raised $4.5M in it’s seed round last year.Some takeaways:🎯 Community Building 101:* Go where your audience already is - Kevin saw 10x better results from engaging on Reddit vs traditional media like Fox Business or documentaries* Authenticity trumps strategy - Kevin's SirJack persona succeeded because it wasn't originally meant to be anything, just genuine trading updates* Communities need a clear reason to exist beyond just "having a community" - for AfterHour, it's helping people make money together💡 Growth in 2025:* Product differentiation is crucial - Kevin identified a key gap in finance platforms around trust and verification of trades* Three viable paths to growth: novelty (viral AI features), authenticity (genuine creator connections), or enabling creators to monetize* Mobile-first matters - Kevin intentionally built AfterHour as a "bathroom app" to capture daily habits and leverage push notifications🎨 Design Philosophy:* Ruthlessly eliminate complexity - AfterHour limits screens to 2 main buttons max* Only show what matters most - resist the urge to display every possible metric just because you can* Design for the average user, not power users - most people don't need every feature from Yahoo Finance🚀 Platform Building:* Communities need to evolve into "communities of communities" to achieve long-term sustainability* Focus on unique value-add vs replicating existing tools - AfterHour emphasizes social features over duplicating stock data available elsewhere* Trust and verification are crucial - Kevin built features to verify trades because screenshots alone weren't enough🔑 Key Leadership Insight: * Different phases need different skills - early stage (0-0.1) requires hands-on community building and DMing users individually, while scaling requires shifting focus to product and broader marketing initiatives—Where to find Kevin Xu:* Website: https://afterhour.com/ * LinkedIn: https://www.linkedin.com/in/imkevinxu/* X: https://x.com/imkevinxu—In this episode, we cover:00:00 From Reddit Fame to Startup Success 01:29 The Journey of Entrepreneurship 04:20 The Rise of Wall Street Bets 06:23 Building a Community in Finance 09:34 The Transition from Anonymity to Identity 12:28 Creating a Financial Super App 15:14 Navigating Fame and Community Engagement 17:37 The Role of Authenticity in Community Building 20:42 Balancing Personal Brand and Business Goals 23:11 The Impact of Media on Business Growth 32:02 Building Community on Reddit 35:42 Onboarding and User Experience 37:20 Marketing Strategies on Reddit 39:34 The Role of Community in Marketing 41:24 Control Over Algorithms and Content 42:56 Algorithm Development for Diverse Users 43:45 Community Building Strategies 47:00 Sustaining Community Longevity 47:58 Mobile-Only Strategy 50:09 Design Principles for User Engagement 54:42 Leveraging AI in Development 57:38 Essentials for Building a Community 01:01:38 The Future of AfterHour and Community Dynamics—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com

Subscribe to Horizons Podcast: https://horizonspod.com/ In this very short intro episode, Nate introduces Horizons Pod: a podcast exploring behind the scenes with marketers across the industry. Be sure to subscribe to be notified when we launch soon! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com