Episodios

  • #132: Putting the Consumer Back in the Room | Ideally Co-Founder & CRO Joshua Nu'u-Steele

    #132: Putting the Consumer Back in the Room | Ideally Co-Founder & CRO Joshua Nu'u-Steele
    Sep 14 2026
    What if consumers were always in the room when decisions get made? This week on Soul & Science, Jason Harris talks with Joshua Nu’u-Steele, co-founder and CRO at Ideally, about why traditional market research has become too slow, too expensive, and too disconnected from the pace brands need to move at today. Having built his career at Booking.com and Parkable before co-founding Ideally in 2023, Joshua has been rethinking what makes businesses thrive— and now he's applying that curiosity to research. Joshua explains how Ideally lets marketers test ideas with real consumers overnight instead of over six weeks, why synthetic audiences fall short for fast-growing organizations, and how speed lets brands push bold ideas past cautious retailers. He also shares his outlook on where research is headed next, and what it means to build a company where the consumer is always in the room. Key Takeaways ✅ Speed lets brands test ideas early enough to still shape them ✅ Synthetic audiences fall short for fast-growing organizations ✅ Consumers can’t always tell you what they want, but they can tell you what they don’t ✅ Real-time research helps brands push bold ideas forward ✅ Research is shifting from a one-time study to an always-on conversation with consumers Memorable Moments 💡 “I don’t believe ‘research’ will be a word in five years.” 💡 “Businesses don’t die by starvation; they die of indigestion.” 💡 “Consumers cannot tell you what they want.” 💡 "It's answers that arrive before a decision’s already being made." 💡 “The consumer just happens to be in the room with them.” Brought to you by Mekanism.
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    36 m
  • #131: Bazooka Brands CMO Dave Dreyer | The Pirate Playbook for Category Disruption

    #131: Bazooka Brands CMO Dave Dreyer | The Pirate Playbook for Category Disruption
    Aug 17 2026
    Want to compete with the biggest brands? Stop playing by their rules. This week on Soul & Science, Jason Harris sits down with Dave Dreyer, CMO at Bazooka Brands, to discuss balancing nostalgia with reinvention, tapping into fandom and culture, and finding creative ways to make an impact. Informed by his past roles on both the brand and agency side and his experience co-founding CPG company Starco Brands, Dave’s approach pairs big-brand creativity with an entrepreneur’s instinct for growth. Dave shares the “pirate playbook” he’s using to bring Bazooka Brands into the cultural conversation: question the conventions of the category, find opportunities the biggest competitors might overlook, and use creativity to punch above your weight. He also explains the strategic thinking behind the company’s campaigns with Ring Pop and Bazooka Joe across fashion, sports, and reality TV, and why earning attention matters more than simply accumulating impressions. Key Takeaways ✅ Disruption isn’t a formula; it’s a mentality ✅ Consistency turns moments of attention into repeat purchases ✅ You don’t need a massive budget to succeed ✅ Impact can’t always be measured by traditional marketing metrics ✅ Marketers should think of their audience as people, not just consumers Memorable Moments 💡 “It’s about impact, not impressions.” 💡 “We need to move from candy culture to cultural candy.” 💡 “It’s more fun to be the pirate than the navy.” 💡 “I knew I had something when it was worth stealing and putting on eBay.” 💡 “Every category has a set of conventions. Our job is to disrupt them.” Brought to you by Mekanism.
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    38 m
  • #130: Why the Four Ps Still Matter | Amanda Teder, CMO at Generac

    #130: Why the Four Ps Still Matter | Amanda Teder, CMO at Generac
    Aug 10 2026
    How well does your business really understand its customers? This week on Soul & Science, Jason Harris talks to Amanda Teder, CMO at Generac, about how consumer needs should inform business decisions, why cross-functional collaboration matters, and how marketers can have a greater impact on growth. Across roles at Procter & Gamble, Michelin, and now Generac, Amanda has built her career around simplifying complex challenges, putting the consumer at the center, and understanding how every part of the business can work together. Amanda explains how Generac balances advertising and customer experience across both industrial and residential markets, why marketing needs a voice in product decisions even when it doesn’t own them, and why brand and performance don’t have to be an either/or decision. They also discuss using AI across the four Ps, measuring marketing against revenue, and why the best strategies combine informed hypotheses with continuous testing. Key Takeaways ✅ Advertising can only work as hard as the business allows ✅ Great marketing starts with solving real customer problems ✅ The four Ps work best when they work together ✅ Long purchase cycles require consistent nurturing ✅ AI can strengthen every part of the marketing mix Memorable Moments 💡 “If the first three Ps aren’t optimized, advertising can only be so effective. 💡 “The product should solve a problem for the consumer.” 💡 “Let’s learn our way to a solution.” 💡 “I don't know where I'm going, but I know how to get there.” 💡 “You don’t have to choose between brand and performance.” Brought to you by Mekanism.
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    37 m
  • #129: Ruggable Chief Creative & Marketing Officer Lauren Sherman | The Art of Brand Transformation

    #129: Ruggable Chief Creative & Marketing Officer Lauren Sherman | The Art of Brand Transformation
    Jul 13 2026
    EPISODE DESCRIPTION: How do you turn a great product into a brand people love? This week on Soul & Science, Jason Harris is joined by Lauren Sherman, Chief Creative & Marketing Officer at Ruggable, for a conversation about brand transformation, understanding your consumer, and the marketing challenge of taking a business to the next level. After helping build startups like TaskRabbit and leading digital and retail at Nike, Lauren now leads both marketing and product design at Ruggable, bringing creative, innovation, and consumer insights together under one vision. Lauren shares how Ruggable is deepening brand connection by listening to its audience, why creativity should lead business transformation, and how product, design, and marketing can work together to better serve customers. They also discuss Ruggable’s latest product innovations, expanding their reach beyond Instagram, and the role AI should—and shouldn't—play in the creative process. Key Takeaways ✅ Knowing your customer makes you able to serve them ✅ Product, design, and storytelling are all essential to building brand love ✅ Creativity should lead business transformation, not follow it ✅ Brand and performance marketing are strongest when they work together ✅ AI should accelerate execution, not replace human creativity Memorable Moments 💡 “Bringing product and marketing closer is a smart business decision.” 💡 “I don't think there's a more meaningful consumer to serve than moms.” 💡 “It's marketing and creative's responsibility to tell the story of where the brand is going.” 💡 "What got us here is not going to get us there." 💡 "Start with yes." Brought to you by Mekanism.
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    38 m
  • Crashing Cannes #15: Jason & Lindsay Harris (The Upside Down Interview)

    Crashing Cannes #15: Jason & Lindsay Harris (The Upside Down Interview)
    Jul 10 2026
    How do you make the trip to Cannes worth it? In the final Crashing Cannes minisode, Indie at Large co-founders Chuck McBride and Bill Oberlander turn the tables and interview co-hosts Jason and Lindsay Harris about the inspiration behind Soul & Science: Crashing Cannes, how Cannes has evolved beyond an awards show, and what gives them hope about the future of the industry. Brought to you by Mekanism.
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    7 m
  • Crashing Cannes #14: Chuck McBride, Founder & CCO at Cutwater, & Bill Oberlander, Founder & Creative Chair at Oberland

    Crashing Cannes #14: Chuck McBride, Founder & CCO at Cutwater, & Bill Oberlander, Founder & Creative Chair at Oberland
    Jul 9 2026
    Why is now the moment for independent agencies? In this Crashing Cannes minisode in collaboration with Indie at Large, Jason and Lindsay Harris talk to Chuck McBride (Founder & CCO at Cutwater) and Bill Oberlander (Co-Founder & Creative Chair at Oberland) about why they started Indie at Large, why more creatives are launching independent agencies, and how building community among indies can help them compete on a global stage. Brought to you by Mekanism.
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    21 m
  • Crashing Cannes #12: Matt Miller, President & CEO at AICP, & Kevin Swanepoel, Co-Founder & CEO at The One Club for Creativity

    Crashing Cannes #12: Matt Miller, President & CEO at AICP, & Kevin Swanepoel, Co-Founder & CEO at The One Club for Creativity
    Jul 8 2026
    Why is everyone going indie right now? In this Crashing Cannes minisode in collaboration with Indie at Large, Jason and Lindsay Harris are joined by Matt Miller (President & CEO at AICP) and Kevin Swanepoel (Co-Founder & CEO at The One Club for Creativity) to discuss why independent agencies punch above their weight, how AI is reshaping creative work, and why agencies that embrace change will be the ones that thrive. Brought to you by Mekanism.
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    17 m
  • Crashing Cannes #13: Carlo Cavallone, VP & Head of Global Creative at Our LEGO Agency, & Nils-Petter Lövgren, Co-Founder & CCO at Chaos x Magic

    Crashing Cannes #13: Carlo Cavallone, VP & Head of Global Creative at Our LEGO Agency, & Nils-Petter Lövgren, Co-Founder & CCO at Chaos x Magic
    Jul 8 2026
    How can a client-agency relationship become a true creative partnership? Live from Cannes Lions in collaboration with Indie at Large, Jason and Lindsay Harris sit down with Carlo Cavallone (VP & Head of Global Creative at LEGO Agency) and Nils-Petter Lövgren (Co-Founder & CCO at Chaos x Magic) about what makes client-agency partnerships successful, why fresh perspectives matter, and how independent agencies earn trust. Brought to you by Mekanism.
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    11 m