David Sandstrom has a really interesting way of thinking about brand. In terms of driving awareness and growth, he's clear about what he thinks brand can do—and what it can't do. In his talk with Jesse, David discusses how finding friction and identifying an enemy can help teams differentiate and deliver value in a space with lots of companies, but with very few true brands; why it's important to find creative ways to message your product so you don't bore your audience and add to the noise; why it's important, but sometimes really hard for marketing leaders to be customer driven, rather than CEO or boss driven; and the importance of discovering and acting on truth in marketing.

Guest Bio

David Sandstrom currently serves as Chief Marketing Officer at Klarna and is a member of the executive management team. Sandstrom joined Klarna in 2017 where he led the fintech company to an extensive brand transformation, from one of many financial institutions to a rethinking lifestyle brand. 

During his time at Klarna, he has overseen several pioneering marketing campaigns that have attracted great attention internationally, working with high profile celebrities such as Lady Gaga and Snoop Dogg. Sandstrom was behind Klarna's 2021 Super Bowl Advertisement starring Maya Rudolph that was an immediate hit with the public and garnered over 13 million views on YouTube. Prior to joining Klarna, Sandstrom was the CEO of one of Sweden's foremost advertising agencies. 

Helpful Links

klarna.com

David believes: ‘Virtual shopping’ can take over retail

David on The CMO Podcast

David on LinkedIn and Twitter

Whether you’re an early adopter or a skeptic of the metaverse and the technology enabling people to experience it—chances are it’s on your mind. And if you’re curious about where the metaverse is heading, there’s no better person to hear from than Brian Irving.

In his conversation with Jesse, Brian discusses how his distinctive combination of curiosity and a desire to do well by others led him down a marketing career path; why he thinks it's important for marketing leaders to have an appreciation of both craft and collaboration; how he balances an innate curiosity with the need to drive focus and pragmatism; the foundations of trust and respect that he believes the team at Reality Labs is built upon; the use cases he thinks will typify the early stage metaverse; and the role of marketing in telling a persuasive story about the possibilities for the future.

(2:13) Building curiosity and finding opportunity in Flint, Michigan

(7:02) Learning the tenets and importance of marketing craft at Apple

(9:02) Brokering healthy relationships between marketing and communications teams 

(12:55) Why Brian joined Reality Labs, and thoughts on the metaverse’s early applications and long-term possibilities  

(21:03) How Brian’s team is addressing the challenges of marketing the metaverse

(24:22) Targeting big outcomes, but celebrating small milestones

(26:17) The importance of saying yes to things that scare you 

Guest Bio

Brian is the VP of Global Marketing for Meta's Reality Labs, where he leads the team responsible for marketing the company's AR/VR hardware and software products including Meta Quest, Meta Portal, Ray-Ban Stories, and Meta Horizon. 

Prior to joining Meta in 2020, Brian was the Chief Marketing Officer at Eventbrite. Over the past two decades, he has led iPhone and iPod Marketing Communications at Apple, Global Marketing for the Google Play brand, and the launch of Airbnb’s repositioning from homes to trips as Global Marketing Director. Brian is no stranger to shepherding iconic brands, having spent the early part of his career at Levi Strauss & Co, GE and General Motors.

Helpful Links

Meta.com

Have VR gear? Check out Beat Saber (Brian recommends)

AdAge: Meet the Meta Reality Labs Marketer Branding the Metaverse

Brian on LinkedIn

Jacob Jaber describes Philz Coffee, the company he co-founded with his father, as a ‘people company serving coffee, not a coffee company serving people.’ This distinctively human approach is not just the engine driving the company’s remarkable growth; it’s also deeply reflected in Jacob’s perspectives on leadership, product experience, and brand strategy. 

In his talk with Jesse, Jacob reflects on formative years with his father and describes how their efforts to build community through hospitality came to define the Philz experience for customers and employees. He breaks down the tenets of his own personal growth, including what he learned about leadership while serving as CEO during Philz’ expansion. Throughout, he lays out a blueprint for any leader looking to create and scale a more human business.

(2:18) Jacob describes the early days of working with his father 

(5:41) On character, competence, and the mountains we choose to climb

(11:55) The makings of an authentic and energizing experience 

(18:40) Why ‘good hospitality is often inconvenient to the giver’

(20:19) Leading humbly, but with a fresh outlook

(23:40) Bringing the Philz mantra of hustle and hospitality to new markets

Guest Bio

Jacob Jaber is Co-Founder and Chairman at Philz Coffee. Jacob and his father, Phil, built the business together. Jacob was most recently CEO of Philz successfully growing the business from one store and two employees to over 70 stores and 1,500 employees before transitioning to Chairman. Jacob is passionate about consumer experiences, community, people, product and business. In addition to Philz, Jacob is a renowned investor, advisor, and was listed on the Forbes 30 under 30 list in 2016.

Helpful Links

Philzcoffee.com 

Peninsula Press: The Origin Story of Philz

Launching a partnership to feature local student artists

Jacob on LinkedIn  and Twitter

Liz Jarvis-Shean grew up with an engrained love for public service—a devotion that was realized in her work for Candidate and President Barack Obama. When she eventually moved to the private sector, the motivation was less about what she was leaving behind, and more about what she was able to bring with her—her mission to effect change at scale through story.  

In her talk with Jesse, Liz describes the importance of her family and their examples of public service early in her life; the formative impact of the time she spent in post-apartheid South Africa; the way she brought together facts, circumstance, vision, and persuasion to connect with citizen audiences on President Obama's team and Candidate Obama's team; the important parallels that she sees between the emotional connections we seek from people and the excitement we want from products; how she made the decision to move into the private sector and into tech; and her reflections on driving impact at scale at Tesla, Airbnb, and DoorDash.

(6:17) How time spent at Berkeley and studying abroad in South Africa drew Liz to storytelling

(10:08) Life as an opposition researcher on an historic presidential campaign trail 

(14:26) Telling stories of ‘promises kept’ to make emotional connections with citizens 

(20:28) Finding an opportunity to affect massive change in the private sector at Tesla

(23:32) Blending the inspirational, the aspirational, and the practical to make a compelling narrative

(27:19) Airbnb’s impact at scale, in her own words

(30:04) How DoorDash achieves its mission to empower local economies by being customer-obsessed, not competitor-focused

(35:46) Advice for organizations: ‘Don’t just tell your story better. Have a better story to tell.’

Guest Bio

Elizabeth Jarvis-Shean is Vice President of Communications and Policy at DoorDash, leading the company’s policy, government relations, social impact, public affairs, and global communications initiatives. Liz sits on DoorDash’s Executive Management Team. Previously, she oversaw Airbnb's global public affairs and corporate communications teams, and has managed strategic communications at pioneering companies, including Tesla Motors, healthcare technology startup Nuna, and data science firm, Civis Analytics. 

Liz helped shape and drive research, rapid response and messaging for both of Barack Obama’s presidential campaigns and his White House, and held leadership positions at CNBC and political research consultancy IMS, Inc. She graduated Phi Beta Kappa and valedictorian in Political Science from the University of California, Berkeley.

Helpful Links

Liz describes DoorDash’s partnerships with food banks

Learn more about the WeDash program

Liz on Newcomer’s Dead Cat podcast

Liz on LinkedIn and Twitter

Rob Markey is the co-creator of the now-ubiquitous Net Promoter System—borrowing from Churchill, he refers to it as “the worst customer loyalty metric, except for all the others that have been tried.” But because of his accountability to clients and colleagues, Rob has higher expectations than many: Through 30+ years at Bain he’s passionately championed the sometimes-unfulfilled mission behind the system—to put the customer at the center of business decisions and operations, at scale.

In his conversation with Jesse, you'll hear about how Rob found his way to consulting; what he thinks makes him an effective client advisor and leader; how he helps senior executives find their voices and have those voices heard; how he gets leadership teams to make and stick to tough decisions; the structural barriers that keep companies from achieving true customer centricity; and the innovations in technology and operating models that are helping bring down those barriers. Along the way, he tells the “in the room where it happened” origin story of NPS, and presents his hypothesis on why NPS has had such staying power over the past two decades. 

(2:31) Rob’s first impressions of consulting, and the circumstances and realizations that brought him into the field

(6:48) Rob describes his strengths and his approach to helping executives embrace customer centricity

(10:28) How staying focused on a larger mission has guided his long tenure at Bain

(14:15) The barriers to being customer-focused at scale, and how to overcome them 

(20:20) Co-creating NPS, the “acid test of loyalty” 

(23:50) What really makes someone a promoter, passive, or detractor?

(29:24) Why NPS is still at the center of CX efforts today

(35:42) Lightning Round: most memorable marathon and a brand that’s delighted him without fail

Guest Bio

Rob Markey is a Senior Partner at Bain & Company, where he has helped lead dozens of successful customer-centric transformations at large global companies over 30+ years at the firm. Rob leads the NPS Loyalty Forum, a group of approximately 35 senior executives from loyalty-leading companies around the world, such as The Vanguard Group, American Express, JetBlue, Telstra, TD Bank, LEGO, Progressive Insurance, PwC and Intuit. 

Additionally, Rob is the creator of Bain’s approach to customer-centricity, the co-inventor of the Net Promoter System, and co-author of The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, a New York Times and Wall Street Journal bestseller.  

Helpful Links

The Ultimate Question 2.0 

Rob’s Net Promoter System Podcast

Rob writes for HBR: Are You Undervaluing Your Customers? 

Qualtrics Blog: Your Ultimate Guide to Net Promoter Score

Rob on LinkedIn and Twitter

How do you turn a genuine desire for improving Diversity, Equity and Inclusion into actions that actually change systems, processes, and cultures for the better? In our episode with Kamala Avila-Salmon, the first Head of Inclusive Content at Lionsgate Motion Picture Group—you’ll find practical guidance from a luminary who’s helped to orchestrate change at scale and across industries.

In her talk with Jesse, Kamala describes the influence of black characters on TV early in her life; how she got curious, creative and scrappy to find jobs and create meaningful roles early in her career at spots like RCA and Bad Boy Entertainment; her practical and brave perspective on professional networking; how she pushed the music and television industries to adopt a more inclusive posture as the era of digital transformation took hold; the impact she had on both customer and employee experiences by widening representation in marketing at Google and Facebook; what she sees as the tenants of inclusive marketing; and where the entertainment industry needs to go from here on representation, inclusion, and equity. 

(3:00) Kamala’s early years: drawing inspiration from representation

(06:45) Breaking through without direct connections in a ‘who you know’ industry

(11:47) Reflections from a disruptive time in the music business

(15:48) Back to business school & back to her first love: television

(17:16) Experiencing the intrapreneurial, energizing culture of Google

(21:17) Discovering her tenets of inclusive marketing

(25:38) Accepting the role of a lifetime with Lionsgate

(28:41) How transforming the workforce makes inclusion possible across systems, processes, and policies 

Guest Bio

Kamala Avila-Salmon is the first-ever Head of Inclusive Content for the Lionsgate Motion Picture Group, where she develops and implements diversity, equity, and inclusion strategies to reflect a globally diverse audience in the studio’s film slate. After pursuing her BA and MBA from Harvard, she has worked across music, movies, TV, tech, and streaming entertainment, leading marketing campaigns for Janelle Monae, The Voice, and Red Table Talk, to name a few. 

She is an outspoken voice on issues of race, racism, and anti-Blackness, working to diversify the powerful images and messages disseminated by Hollywood. She has penned several Medium articles on DEI in the workplace, and in the entertainment industry specifically; and she hosts the podcast, “From Woke to Work: The Anti-Racist Journey”, geared at helping people go from "woke" feelings to clear, effective action to advance racial justice.

Helpful Links

The Anti-Racism Funnel

From Woke to Work podcast

Referenced in episode: Work Rules by Laszlo Bock

Listen to Janelle Monae

Kamala on LinkedIn

Jenny Wood describes her career guidance as ‘common sense that’s rarely common practice.’ But through her creation and stewarding of the Own Your Career program at Google, she’s taught over 39,000 people and counting. And she’s now writing a highly anticipated book. So it’s safe to say that ‘common practice’ might not be that far away.

In her talk with Jesse, Jenny describes how 15 years at Google—where she grew from entry-level employee to operations executive—gave her the wisdom and experience to write a new playbook for any employee seeking to develop more confidence and chart their own journey to fulfillment. She touches on lessons she learned from resilient grandparents & industrious parents; her F-L-I-P method for knowing when it’s time to change roles; how to improve your approaches to networking and finding mentors; and ways to position yourself as a rockstar during organizational upheavals. No matter your industry or stage in life, Jenny’s advice is insightful, easy to remember and certain to transform how you think about your career. 

(2:59) Lessons from a hard-working family

(5:05) Seeking growth from within during 15 years at Google

(8:11) Knowing when to F-L-I-P your role

(11:23) About the Own Your Career program

(13:10) Gifts and hooks: How to land an awesome mentor + new ways to network

(23:24) The keys to thriving during a reorganization at work

(29:18) On writing for an ‘everybody audience’

Guest Bio

Jenny Wood has grown from entry-level to an executive role at Google over her 15 years with the company, and she leads a large operations team that helps drive tens of billions of revenue per year. In 2021, she started a passion project within Google called Own Your Career. Through the program she founded, she’s trained 39,000 people on: acing a job search, building relationships, personal branding, effective email writing, landing the right mentor, maximizing workplace influence, and most importantly, increasing confidence.

A former Harvard Business Publishing writer, Jenny is now writing a book about going above and beyond to unapologetically achieve your goals. Jenny is an FAA-licensed private pilot, a daily hiker, an improv student, a tap dancer, and a zucchini bread connoisseur. She lives in Boulder, Colorado with her two young children and her husband, Jon. 

Helpful Links

Itsjennywood.com

Jenny’s articles for Entrepreneur

Referenced in the episode: Build for Tomorrow by Jason Feifer (avail Sep 2022)

Jenny and Jon’s story in the New York Times

Jenny on LinkedIn

While practicing as an orthopedic surgeon, Justin Barad asked himself: With 1.1 million surgeons around the world, doing 310 million procedures a year—what if every single one of them was able to improve their performance by 200 or 300%? 

In his talk with Jesse, Justin describes how his love of video games and his medical expertise led him to develop Osso VR, which combines virtual reality technology and training to give surgeons a faster, more accessible route to mastering some of the world’s most complex procedures. You’ll hear about the transformative impact that Osso VR is having on the world of medicine today. Justin also shares his thoughts on how art can and should influence science, why we need to rethink how we educate doctors in order to address a growing skills gap, and, for lighter fare—he reveals his favorite slice of pizza in the US. 

(4:01) How Justin got hooked on video gaming

(7:23) Discovering that not all physicians take a single-minded approach to their work

(12:32) How Justin’s pathways into medicine and tech converged with the development of Osso VR

(20:28) Measuring the impact and improving the experience of Osso VR technology and training

(27:49) Why we might see more MBA + MDs in the near future

(30:59) How to pursue what you’re passionate about 

(32:04) Exploring life journeys, and the search for the perfect pizza slice 

Guest Bio

Justin is a board-eligible orthopedic surgeon with a Bioengineering degree from UC Berkeley, and an MD from UCLA. Originally interning to become a game developer at Activision-Blizzard, he co-founded Osso VR with a mission to improve patient safety and democratize access to modern surgical techniques.

Justin has spoken at multiple conferences including TEDMED, CES, Exponential Medicine, and Health 2.0. He also currently serves as a member of the Consumer Technology Association’s Health Technology Division Board of Directors. He currently resides in sunny Northern California with his two Great Danes. In his free time, you can find him enthusiastically singing karaoke and searching for the perfect slice of pizza.

Helpful Links

Ossovr.com

The Slice podcast

Justin’s TED appearance

Read about The Hospital for Sick Kids, where Justin received some life-changing advice

Justin’s favorite pizza spot: Rosie’s

Justin on LinkedIn and Twitter