Brand and marketing lessons from working across a portfolio of 500+ startups

In this conversation, Gary Survis, who has a diverse background in marketing and entrepreneurship, shares insights from his role as Operating partner at Insight Partners' Onsite team, the firm’s comprehensive growth engine, where he supports startups in their marketing and growth strategies. He emphasizes the importance of experimentation, creativity, and risk-taking in building game-changing businesses, and highlights the need for structured experimentation in portfolio companies. Survis also discusses the role of leadership in driving meaningful evolution and the challenges and opportunities for adopting AI in organisations. He suggests that AI should be seen as a tool to unlock target market opportunities and emphasizes the importance of data in driving AI-driven insights and actions.

Key Takeaways

- Experimentation, humbleness, creativity, original thinking, visionary, certain level of risk-taking, process-focused, KPI-driven, and strategic are essential qualities for game-changing entrepreneurs.
- A game-changing leader is paranoid enough to driving meaningful progress.
- Leadership plays a crucial role in driving structured experimentation and meaningful evolution to challenge accepted thinking and drive innovation.
- Less over-romanticising what brands are for CEOs and board members. Instead, let’s focus on the business outcome and helping unlock TAM.
- Modern word of mouth is continuously pulling information and listening to your customers, and playing it back to them to create personalised, relevant advertising
- AI is changing marketing, but organizations need to focus on how it can help with workflows in the three key buckets: marketing, customer support/ success, and R&D/ product development. Data is key to unlocking the value of AI and driving better insights and actions.

Chapters

00:00 Introduction and Background
03:13 Insights from Portfolio Companies
06:17 Overcoming the Fear of Experimentation
08:37 The Role of Leadership in Driving Change
12:22 Elevating Startups to Game-Changing Businesses
16:12 Common Leadership Challenges
21:29 Helping CEOs and Board Members Think About Brand
28:47 How to Strategically Infuse AI into Businesses
35:27 The Future of AI and Human Roles

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How to create meaningful, authentic and human brands, products and experiences

In this conversation, Karl Isaac discusses the role of branding in weaving purpose into the company and in creating meaningful experiences for customers today. He emphasizes the importance of thinking holistically about brand within every aspect of a business, from product through to customer support. Karl also explores the potential of AI in creating personalized experiences, versus just being used to create operating efficiencies.

The conversation also touches on branding helping companies to stand out in a content-saturated and multi-channel world. Karl also shares the importance of leaders being authentic and vulnerable to foster a culture of trust and innovation and to support nonlinear thinking. He challenges conventional thinking by suggesting that less time should be spent looking at what the competition are doing and should instead be focused on building brands grounded in truth, using tangible human insights, and with a strong point of view. The conversation concludes with the importance of getting outside, getting curious, and getting connected to enhance both personal and professional growth.

Key Takeaways

- Brand should connect everything a company does and says with how it does and says it.
- Branding is the function that helps to look holistically at every aspect of the business to see what impact it has as a whole.
- AI has the potential to create personalized experiences that delight customers, versus just creating efficiencies.
- In a content-saturated world, originality and standing out are more important than ever.
- Thinking holistically about brand and involving all members of a company can lead to better brand ambassadors and more impactful work.
- The purpose of a company plays a big role in creating a cohesive brand across various channels.
- Non-linear thinking is important in business to drive innovation and transformation.
- Brands should be grounded in truth and have a strong point of view.
- Leaders should be authentic and open to build trust, inspire teams and foster a supportive and innovative environment, rather than adhering to stoic, impersonal management styles that can lead to isolation and distrust.
- Brands can also create meaningful connections with their customers by being authenctic and deploying strategies grounded in real, tangible human insights. This involves moving beyond just competitive analysis and focusing on broader cultural trends and genuine customer needs.
- Getting outside, getting curious, and getting connected are essential for personal and professional growth.

Chapters

00:05 Introduction and Background
04:46 The Power of Branding in Creating Meaningful Experiences
09:08 Integrating Brand Holistically into the Business
11:32 Blending Strategy and Creative
17:12 Standing Out in a Content Saturated World
21:06 AI for Personalised Experiences vs Efficiencies
28:56 The Importance of Nonlinear Thinking
33:23 Authenticity, Vulnerability, Accountability, and Respect to Build Trust in Leadership and Branding
44:52 Grounding Brands in Meaningful Culture

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How visionary leaders can seize new opportunities and navigate change...

In this conversation, Marc Escobosa, Vice President of Futures at Salesforce, shares his career journey, discusses the role of scenario planning in shaping the future, and the importance of leaders embracing storytelling to enrol and guide others on the journey. Marc discusses his background in design, how he became interested in how mental constructs are defined by culture and language, and his lateral career journey into - and through - design and technology.

Mark explains what he does as a leader in the Futures team at Salesforce, helping to anticipate and imagine possible scenarios, and shape the future. He shares his belief that it’s important for businesses to be resilient, flexible, and recomposable in the face of today’s disruptive technological advancements.

Takeaways

- Marc helps businesses engage in data-informed scenario planning which is an important tool for anticipating and preparing for different possible futures.
- It’s important to build realistic scenarios which are comprised of a mix of both good and bad outcomes.
- The main purpose of scenario planning is to have a diverse group of stakeholders build a shared understanding of possible future outcomes that they may not have considered before and debate and work through them.
- Businesses need to be resilient, flexible, and recomposable in the face of technological advancements.
- Technological advancements such as AI should not just automate what we already do, but should help reimagine how we currently do things.
- Leadership should involve inspiring and including others in decision-making with effective storytelling. This includes bringing the audience along the journey, recognizing and honoring what is lost and gained, and inspiring others to want to come with you by representing everyone as you move together.
- Young future leaders should have a beginners’ mind, follow their passion for problem-solving, and periodically assess their happiness with the altitude of problems they are working on, regardless of titles and compensation.

Chapters

00:05 Introduction and Background
12:38 The Role of the Futures Team at Salesforce
15:15 The Power of Scenario Planning
25:25 Importance of Resilience and Flexibility in Business
29:00 Adoption and Innovation in AI
33:34 Leadership and Effective Storytelling
41:14 Advice for Young Future Leaders

Note: Professor Ronald Heifetz is from Harvard Kennedy School, not the Harvard School of Business.

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How sonic branding can positively impact well-being, experience, storytelling, and more...

In this conversation, sonic renaissance man, Tom Middleton, discusses his journey from beginnings as an electronic musician (apprentice of Richard D James, aka Aphex Twin) and DJ, to co-founding White Mirror, an audio consultancy and production studio that as well as its commercial work for brands, explores sensory science to enhance well-being: reducing anxiety, improving sleep, and optimising creativity, for a healthy, happy life. Tom explains the new frontiers of sensory experience that can now be created with sound and vibroacoustics, and discusses the role of sound in branding and brand experiences. He shares his excitement for sonic technologies such as AI and spatial audio. Finally, he shares with us his interests in ‘archaeo acoustics’ and the resonant properties of ancient megalithic sites that can tell us a bit more about our history.

Takeaways

- Sonic branding helps communicate a brand identity through sound, enhancing brand experiences and evoking intense, unforgettable emotional connections. Examples include Intel, McDonald’s, Audi, and more.
- Sonic branding should be more than just a jingle. It can be a functional, useful tool to enhance well-being, evoke health benefits, and boost productivity, as in the case of Otrovin.
- There have been some amazing advancements in sonic technologies, particularly AI-driven tools like RipX DAW Pro that can break down a music file into it’s instrumental elements to make it easier to remix and tinker with songs, spatial audio, and psychoacoustics - the emerging field of using brainwaves to form new kinds of soundscape.
- There are ever-increasing opportunities for brands in fields as diverse as insurance, airlines, healthcare, and education to enhance customer experiences and overall well-being with sonic branding and vibroacoustics.

Chapters

00:00 Introduction and Background
01:20 Exploring the Therapeutic Properties of Music
10:00 The Role of Sound in Branding
15:34 Advancements in Sonic Technologies and Functional Sound Branding
21:06 Musical Inspirations
24:21 Bringing Visual Worlds to Life Sonically
26:56 Dream Clients
29:24 Archaeo-acoustics and Ancient Megalithic Sites

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Eric Solomon, founder and CEO of The Human OS, and Ex-YouTube, Spotify, and Instagram, shares his background and journey from academia to brand building and leadership. He emphasises the importance of understanding the human operating system (your reasons behind why you do what you do) and how it impacts leadership, brand building, and business transformation. Eric discusses the need for businesses to focus on qualitative outcomes and not just measurable metrics. He also highlights the role of brand in internal and external positioning and the need for organisations to embrace radical collaboration. Eric's intention for the new year is to collaborate with good people who are committed to making positive change.

Takeaways

- Understanding the Human OS is the process of defining your reason for being, which in turn impacts effective leadership, brand building, and organisational steering
- Brands should exist not just in external communications, but in the OKRs, employee ethos, and performance management systems of a company
- Businesses should focus on qualitative outcomes, and not just measurable metrics to ensure they are thinking beyond shareholder gains
- Radical collaboration with good people is key to making positive change in the world

Chapters

00:00 Introduction and Background
13:16 The Human OS and What It Means for Brands
19:04 Branding To Create Organisational Transformation
21:35 Benefits of Using Branding To Impact Organisational Change
22:50 What Is the Process and How Do I Get Started?
27:10 How Brand Work Can Help You Take a View on AI and Digital Transformation
33:36 Indicators That Your Company Needs To Conduct Brand Work for Organisational Transformation
35:16 the Importance of Measuring Qualitative (Not Just Quantitative) Impact To Determine Business Success

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