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The Strategy Inside Everything

The Strategy Inside Everything

By Adam Pierno
Host Adam Pierno brings in artists, authors, executives, makers, marketers and strategists to dissect events in culture, art, politics, business, sports and beyond to discuss the strategy driving it.
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Joey Camire on caring

The Strategy Inside Everything

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Neil Parker knows where brands are going
***Industry leader, voice of reason and friend of the show, Derek Walker, has been given an unexpected cancer diagnosis. If provided proper treatment, it should be fully recoverable. If you are able, please join us in contributing to this fund to cover the costs of his treatment. https://t.co/20do0oeDRI ***   Co-Founder and Chief Strategy Officer at co:collective, Neil Parker joins Adam to talk about his experience in corporate strategy and how it's informed his thinking about brands. As context changes, brands change. As the meta context changes, the needs for brands to exist change. His perspective as a consultant provides an outlook unique in the world of brand strategy, as he considers how brand managers can shift from the pure focus on ROI metrics to more meaningful outcomes. You can find Neil at co:collective or on Instagram. You may also like our episode with co:collective's Kit Krugman, one of Adam's favorites. Find your host, Adam Pierno at www.adampierno.com The Strategy Inside Everything is the podcast for people who  think for a living. If you have an idea, a question or you want to push  back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes, and I can't  wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
39:00
September 20, 2022
What conditions make great work possible with Katie Dreke
Katie Dreke has a lot of experience helping people get above the bar. Better thinking, better work, better outcomes. In agencies and global brands, she has tested ways to get people to feel and do their best work. In this conversation, Katie and I explore the conditions that help people perform and some of the specifics Katie has tried in her career at Nike, Adidas and others.  If you haven't already, you should go back right now and listen to my earlier conversation with Katie. You can find Katie here on Twitter: https://twitter.com/katiedreke Or on her website: https://drke.co/ Find your host, Adam Pierno at www.adampierno.com The Strategy Inside Everything is the podcast for people who  think for a living. If you have an idea, a question or you want to push  back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes, and I can't  wait to hear from you. Music for The Strategy Inside Everything is by  Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
46:24
September 06, 2022
Joey Camire on caring
Before all this talk of "quiet quitting," Joey Camire noticed people just tapping out of their work and other responsibilities. He realized there was something big going on, something beyond apathy and approaching nihilism. With waves of bad news, how can we reach people to reengage them, and apply meaning where they may have lost it? This conversation touches on ways we put humanity first, and manage what is in our control to inspire others. Joey is principal and managing director at Sylvain.  You can find Joey here: https://www.linkedin.com/in/therealjoeycamire/, he talks more about nihilism on Critical Nonsense here. And Sylvain here: https://sylvain.co/ Find your host, Adam Pierno at www.adampierno.com The Strategy Inside Everything is the podcast for people who  think for a living. If you have an idea, a question or you want to push  back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes, and I can't  wait to hear from you. Music for The Strategy Inside Everything is by  Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
46:58
August 23, 2022
Adrian Ho is putting in the work
When Adrian Ho founded Zeus Jones, he had a vision to be a partner that would help solve deeper business problems than the ad agencies in which he got his start. Over time, the firm did just that. Seeing there was more to do to drive change in the world, through business, he and Zeus Jones launched the Demos investment fund to support startups innovating towards a better world. After knowing Adrian by reputation and mutual friends for a long time, we finally connected to talk about his start, training and outlook on improving things around us.   Find Adrian Ho here: https://www.linkedin.com/in/adrianho/ Read about Zeus Jones and Demos here: https://tcbmag.com/zeus-jones-invests-in-the-future-of-business/ Find your host, Adam Pierno at www.adampierno.com The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes, and I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
45:45
August 09, 2022
Mirror Thinking with Fiona Murden
I was wondering about role models, especially in the type of work where people are being assigned to do things that they have never done. I didn't have to look far to find the excellent book Mirror Thinking, and its author, Fiona Murden. She is an Organizational Psychologist and the founder of Aroka Ltd. She joined me to talk about how we learn by taking cues from people who set an aspirational example, and where to find those when its not immediately clear. Find Fiona at www.fionamurden.com and her podcast Dot to Dot. Find your host, Adam Pierno at www.adampierno.com  The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes, and I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
36:37
July 26, 2022
David C. Lowery on finding your audience
Aggregator platforms are always talking about finding new content relevant for you; Netflix, Google, Amazon, Spotify. David C. Lowery has spent a lifetime figuring out first-hand how to find and curate audiences for his own bands, Camper Van Beethoven and Cracker, and now teaching all he’s learned as a Senior Lecturer at University of Georgia’s Terry College of Business. He breaks down how audiences were discovered and nurtured, pre-algorithm.  The Strategy Inside Everything is the podcast for people who think  for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes, and I can't wait   to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
50:52
July 12, 2022
Sara Lobkovich isn't afraid
The initial prompt for this conversation was "What would you accomplish at your job if you had no fear of losing it?" Sara Lobkovich is the perfect person to respond. She not only helps organizations identify and navigate positive change, but she's been challenging her perception of fear in activities like climbing and motorcycling her whole life. What follows is an honest, raw conversation with someone who is keenly aware of the line between security and fear and the benefits of balancing both.  You can find Sara at Red Currant. https://redcurrantco.com/ and subscribe to her newsletter at https://ck.redcurrantco.com/subscribe. As an audience, you guys are terrible at providing feedback. I dare you https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes, and I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. The Strategy Inside Everything is a podcast for people who think for a living. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
50:25
June 28, 2022
Timothy Summers' very practical plans for web3
Dr. Timothy Summers is Executive Director of Product Development of Digital Trust and Lead of Pocket initiative at Arizona State University and CEO at Summers & Company. He has the knowledge and expertise that would make some people tough for laypeople to understand. But he approaches problem solving and opportunities with practicality that is energizing. I took this opportunity to ask him about how web3 might become the thing we've been reading speculation about, and he had some characteristically intelligent and down-to-earth thoughts on the subject, coming from his work at ASU.  You can find Timothy on Twitter at @howhackersthink The Strategy Inside Everything is the podcast for people who think   for a living. If you have an idea, a question or you want to push back   on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most   interesting messages will be added to future episodes, and I can't wait   to hear from you. Music for The Strategy Inside Everything is by   Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
42:03
June 14, 2022
Go Luck Yourself with Andy Nairn
At the end of every episode of How I Built It, host Guy Raz asks extremely successful founders whether hard work and smarts played as much of a role as luck. Andy Nairn is the founder of Lucky Generals. He's been paying attention to the role that luck plays in life and brand success, since before stumbling on that name almost ten years ago. Now he's written a book, Go Luck Yourself, to put the stories in context and explaining how to recognize and take advantage when luck smiles on your business and brand.  Proceeds from the book are going to support Commercial Break, which creates job opportunities in the creative industries for young, working class talent: https://www.amazon.com/Go-Luck-Yourself-brands-favour/dp/0857198882 Find Andy Nairn on Twitter: https://twitter.com/andynairn?lang=en Andy's shop, Lucky Generals: https://www.luckygenerals.com/ The Strategy Inside Everything is the podcast for people who think  for a living. If you have an idea, a question or you want to push back  on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes, and I can't wait  to hear from you. Music for The Strategy Inside Everything is by  Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
41:17
May 31, 2022
Craig Elimeliah is respectfully obsessed
Like many of our guests, Craig Elimeliah thinks a lot about things. But he's thinking a lot about a lot of things, and trying to assemble the pieces to understand patterns. From his early start studying the Talmud, through finding his way in the early commercial web, he's developed a passion for understanding the end user. Now, he's leading teams and passing on that obsession with cross-discipline teams at VMLY&R. He talked to Adam about just how he approaches that.  You can find Craig on Twitter: https://twitter.com/CraigElimeliah The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes, and I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
39:35
May 17, 2022
Mapping new experiences with Sanya Deshpande
After years of traditional strategy training at shops VMLY&R and PHD, Sanya Deshpande was inspried by the offering of Oura Ring. She talks about what elements of her experience have served her in this new world, and what she's had to learn and help create.  You can find Sanya on LinkedIn: https://www.linkedin.com/in/sanyadeshpande/ The Strategy Inside Everything is the podcast for people who think for a  living. If you have an idea, a question or you want to push back on  something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes, and I can't wait  to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise.  Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
36:48
May 03, 2022
Kate Knibbs is making things interesting
Kate Knibbs is a senior writer for Wired. In her work, she wants stories to be true and interesting. In pursuit of those goals Kate is a determined researcher. In this conversation, she shares her process and talks about stories which presented unexpected turns in the reporting which lead to better–that is more truthful and interesting stories. Strategists and knowledge workers of all kinds can benefit from this insightful approach. Kate can be found on Twitter: https://twitter.com/Knibbs and Wired: https://www.wired.com/author/kate-knibbs/  We discussed two stories you will probably want to read after hearing about. We worked at Vice, then went to jail. The ClickHole odyssey.  The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.  If you’d like to support the podcast, you can here: https://anchor.fm/adam-pierno/support
41:60
April 19, 2022
Carolina Cruz-Letelier is a realistic optimist.
Carolina Cruz-Letelier has seen career growth from a lot of different angles. From brand side to agency side to jumping to new cities without a job, she's had a chance to think about how people adapt to new teams and organizations, and what prevents success there. Over the wild (understatement?) past years, she's been working with her team at MUH-TAY-ZIK | HOF-FER, to figure out what "culture" really is in the agency and how a new, largely remote team can come together in spirit to deliver great work, and feel like a cohesive unit.   The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com. If you’d like to support the podcast, you can here: https://anchor.fm/adam-pierno/support
45:57
April 05, 2022
Just how much do you need to know with Adam Nayman
Adam Nayman is a film critic, lecturer, and author. In an interview he posted with the maker of the film The Empty Man (which I loved), Adam presses the director on other films he was reminded of or felt was referenced. The interview raised some questions for me about my approach to starting a new strategy assignment. How much do you need to know, to feel like you understand? How much information is too much? What is reasonable. This conversation stays rooted in film, but the bread crumbs to other types of thought work are certainly there. Adam Nayman’s book, David Fincher: Mind Games is available now! https://www.amazon.com/David-Fincher-Games-Adam-Nayman/dp/141975341X Find Adam Nayman at Twitter: https://twitter.com/brofromanother?lang=en and The Ringer.   The Strategy Inside Everything is the podcast for people who think  for a living. If you have an idea, a question or you want to push back  on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes. And I can't wait  to hear from you. Music for The Strategy Inside Everything is by  Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com. If you’d like to support the podcast, you can here: https://anchor.fm/adam-pierno/support
53:16
March 27, 2022
Share this experience with Jenny Nicholson
Jenny Nicholson, Executive Director, Brand Experience at McKinney began her career as a copywriter. But before landing in advertising, she earned a Master's degree in Social Work. She's always been in touch with how people think and make decisions. Despite working on beautiful and compelling creative, she wondered traditional advertising channels were the most impactful tool which led to the creation of Spent, a game that puts the player in the position of having to make the hard choices necessary to stretch a small household budget over the course of a pretty typical month. Ten years later, this game is used to help teach principles of social work in universities and Jenny has created a unit at McKinney devoted to meaningful experiences.  Play Spent here: https://playspent.org/ Find Jenny at http://www.jennysayshi.com/ and https://twitter.com/missjenny. The Strategy Inside Everything is the podcast for people who think  for a living. If you have an idea, a question or you want to push back  on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most  interesting messages will be added to future episodes. And I can't wait  to hear from you. Music for The Strategy Inside Everything is by  Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
46:09
March 08, 2022
Asking Neil Sahota how artificial intelligence will displace thought workers
Chief Innovation Officer at UC Irvine and UN Advisor on AI, Neil Sahota, joins a lively discussion with host Adam Pierno on how AI is improving. Improving means getting smarter, but also carving out niches for applications. This wide ranging conversation touches on the Fourth Industrial Revolution, and thinking beyond automation. Neil shares examples of eye opening work being done by AI, like a film trailer cut from the full feature with no human editor... See it here.  Find Neil on his website, LinkedIn and on Twitter.  The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back  on  something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most   interesting messages will be added to future episodes. And I can't wait   to hear from you. Music for The Strategy Inside Everything is by   Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
37:47
February 22, 2022
Colin Mitchell on the Virtues of understanding your audience
Colin Mitchell has come from a traditional planning background at BMP and other shops famous for planning and creative, along with a stop at McDonald's before his current role at Virtue, the agency powered by Vice. Adam and Colin discuss how that planning education from the pre-digital era has informed the powerful work they're doing now to tap into culture and sub-culture trends. You can learn more about Virtue here: https://www.virtueworldwide.com/.  The Strategy Inside Everything is the podcast for people who think  for a   living. If you have an idea, a question or you want to push back  on   something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most    interesting messages will be added to future episodes. And I can't  wait   to hear from you. Music for The Strategy Inside Everything is by    Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
41:17
February 08, 2022
Reginald Cash is thinking beyond platforms
Reginald Cash, CEO of 3BLACKDOT joins Adam for an in-depth discussion about how creators are transcending (escaping?) the confines of platforms through their own creativity. His background spans the NY party scene and top-levels of high finance communications, providing a different prism to the oft rehashed world of creators, looking at it beyond typical marketing implications.  Find more about Reg here: https://www.linkedin.com/in/reginald-cash-3614a898/ Learn about 3BLACKDOT: https://www.3blackdot.com/ The Strategy Inside Everything is the podcast for people who think  for a   living. If you have an idea, a question or you want to push back  on   something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most    interesting messages will be added to future episodes. And I can't  wait   to hear from you. Music for The Strategy Inside Everything is by    Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
38:56
January 25, 2022
Introduce yourself to Christina Garnett
Where do you fit in and why? Christina Garnett has figured out that people rarely fit in to communities that aren't welcoming. She's been single-handedly making Twitter friendlier (put her on the payroll, cowards!) and sharing insights about how to nurture meaningful communities. If you're a long-time listener, you know I come back to this topic often. See Darien LaBeach's episode for another solid conversation on this topic. It's a recurring passion of mine because I've always felt like an oddball, and am trying to learn what happens inside of groups that gives them their characteristics. Good news, Christina has answers. Find her here. Before and after the episode, we talked Foo Fighters, they are great but they don't need a plug so I'm not linking to them. Here's the original tweet we discuss at the top of the episode.  The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
50:48
January 11, 2022
Making a list with Joe Cole
Joe Cole joined me from his cross-country travel to share what he's learned building a list of what agencies are serving the interests of oil and fossil fuel companies at Clean Creatives. He's been rallying creative people–and others (that's important) to bring that work into the light, and make it plain who is taking the money. We all have a choice what type of work we do. Joe's work as a creative recruiter with We Are Rosie has shown him that people have more of a voice than ever, and want to work with companies they can be proud of as well as be paid by.   The Strategy Inside Everything is the podcast for people who think for a living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com. Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
46:40
December 28, 2021
Brad Scott helps see things clearly
In this episode, I’m joined by Brad Scott of Applied Design Works. I wanted to talk to him about how Applied worked with the Braille  Institute on a branding project and ended up developing a font intended for people with visual impairment, that they called Atkinson Hyperlegible. We talk about getting to that solution, and how to work on challenges you have never experienced - and therefore can’t describe - for yourself. http://helloapplied.com https://brailleinstitute.org/freefont Please let me know if you’d like a transcript of this episode. For more information on my writing and work, check out adampierno.com. Drop me a line about a project or let me know if you have a guest for the show. If  you want to help the show, the best thing you can do (besides  subscribing) is sharing your favorite episode with someone you think  will enjoy it. Let me know what they think.
48:55
December 17, 2021
Leslie Short navigates uncharted waters
Leslie Short studies workplace dynamics and to identify how diversity, equity and inclusion can be better woven in–sometimes in places where it has never been considered. Her approach is practical, pragmatic. I was fortunate to speak with her and learn more about the questions she asks, and how she addresses some of the biggest challenges in this space. For more information on Leslie Short, visit The Cavu Group. The Strategy Inside Everything is the podcast for people who think  for a   living. If you have an idea, a question or you want to push back  on   something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most    interesting messages will be added to future episodes. And I can't  wait   to hear from you. Music for The Strategy Inside Everything is by    Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy  consultant. Learn more at adampierno.com.
48:17
December 03, 2021
Charlie McKittrick is exploring space
I had to take a break from publishing. Truth, I got extremely busy at my full-time job, some challenging freelance strategy projects for brands, and little disinterested in extra effort beyond all of that. The Strategy Inside Everything is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Thanks for hanging in there while I paused. When I tried to turn the podcast and newsletter machine back on, nothing really happened. Like a lot of procrastination, I assumed it was all about the build up of imaginary pain that prevents me from starting certain work or tasks. But as I waded back into production (real producers would be offended to my version of the craft) I paid attention to each step in the process at what I liked and didn’t like. Honestly, I started this podcast and I continue it for my own selfish purposes. I do it to speak to and learn from smart people. People who are experts in their field, or who have information I find interesting or have questions to work through together. That learning is the part I care most about, followed by the conversations that kick off with people who listen after (nearly) every episode. Everything else, meh. Coordinating schedules, recording, editing, transcribing, blech. Even writing this letter, until my fingers touch the keys was just overwhelming me. So here’s my request - tell me what parts you like and what you can live without. I did a Twitter and Linked in poll (very scientific) and less than 30% of people said they ever read transcripts. But if a single person tells me they personally read transcripts of this show, I will continue doing them. The good news is I’ve got new conversations lined up, and I’m excited. If you have a guest you’d like to hear on the show, please send them my way. On this episode, Charlie McKittrick joined me and I was so happy for the opportunity to speak with him. He’s seen creative business from a lot of perspectives, and he’s now CSO and Managing Partner at Mother, and agency I’ve long admired (and so have you). His energy for understanding creativity and finding the ways and the space for it to flourish is contagious. He and the very smart people at Mother are working together to learn from the last extremely bizarre 20 months and try new ways to inspire, motivate and respect agency professionals and partners to continue meeting their high standards for results. The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Music for The Strategy Inside Everything is by Sawsquarenoise. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
41:26
November 19, 2021
Claire Atkin helps brands define safety for themselves
I had a wonderful conversation with Claire Atkin, co-founder of Check  My Ads, which helps firms examine where their media funds are sent by  their programmatic partners and software. Claire has an extremely  pragmatic approach that makes the work of determining where a brand's  ads are running, which can seem overwhelming, very simple. The hard part  in many cases is for the firm to decide what is in and out of bounds  for its customers, staff and brand. Links: Check my ads - https://www.checkmyads.org/ Claire on Twitter - https://twitter.com/catthekin Look at you. Desperate for a transcript. Okay you can read along on adampierno.com
45:43
July 28, 2021
Nick Childs helps tell your story
I spoke with Nick Childs, who is also helping people better tell  their story. He’s a lifelong creative and leader putting together ads and communications on the biggest stages. He’s pretty much seen it all. Now  he’s started DIRT, a new method for better understanding what works  about creative so we can get better at telling stories and driving  results (if that’s your thing). I am always interested in new  possibilities created by research, so I geeked out a little. FYI, I’ll be following up for more info on DIRT for my own projects. Want the transcript? Head on over yonder and read it on up: https://www.adampierno.com/nick-childs-helps-tell-your-story/
45:11
June 09, 2021
Finding your way with Katie Dreke
All day long, you hear challenges and create plans to navigate through them. Briefs, decks whatever. You put in writing the plan for how to get from the place the organization or brand is in today to where it needs to be. Where are you today? Are you where you need to be? If not, how do you approach that challenge? Here's an idea for you: write a brief for you. Strategists are brilliant at framing a problem and mapping the way out, but often pretty terrible at doing this for themselves. I spent some time writing a brief for myself this spring and found it very helpful. I took a few hours to do what I do for brands and business, clarified the challenge, described the obstacles and charted some potential paths forward. This helped me reframe things I had been worrying about a little to much in the greater context of where I could potentially go, and helped me map the path to how to get there. Want help with yours? Find me on Twitter or email me and I'd be happy to see where you are. I'd be interested to see what sort of approach you take and how the briefs are shaped. I'll share interesting stuff with the group (and hide the personal information, obviously). This month, I was extremely lucky to spend an hour talking with Katie Dreke. She is working through a brief of her own and talked me through how she is considering what her next move should be. Listening to this episode, you'll hear audible pauses where I believe I was just trying to keep up. Katie thinks deeply and expresses those thoughts simply.  Links: Katie Dreke on Twitter: https://twitter.com/katiedreke Katie Dreke on the web: https://drke.co/  The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
46:15
May 25, 2021
Getting Thas Naseemuddeen's incredible perspective
Most industries work in teams. The recent adaptation to the way we work has affected our approach in some simple and profound ways. As I've spoken to strategists and marketers, I've learned that this has impacted the way their assignments happen, or maybe just the way they feel. Work, or parts of work that was formerly done by teams in shared space or at least shaped or nurtured in hallway conversations, has become solo work. Passed from person to person digitally, like an assembly line, in which each person is not always clear on what they are meant to add to the product. It can all feel a bit lonely. Ultimately, each person has a role and a responsibility to the project. What decisions one makes probably hasn't changed. But they may feel more isolating, and more revealing about what is at stake in each case. When you listen to a choir, it's not always clear who is performing which part, while reviewing the 16 track recording tells you exactly who is doing what. Remember, we all dislike the sound of our own recorded voice. So it is with work, we want to know how what we do, what we decide fits in to the bigger picture, how our role contributes to the bigger result. When Thas Nuseemuddeen joined me for the following chat, she revealed a deep intelligence and curiosity about an incredible array of subjects. She casually dropped insightful comments faster than I could take notes. I realized in her role as CEO of Omelet, she is the type of leader thinking about challenges like these that her team may be facing. I never even asked, when she said something I've been thinking about deeply since: Making these decisions can be very lonely. Thas has a perspective on how all the parts of the choir should sound together, and we're fortunate to hear how she thinks in this episode. Links: https://www.linkedin.com/in/thasnaseemuddeenhttps://twitter.com/thaz7You want to read for yourself? Fine. Go then. Transcript: http://adampierno.com/getting-thas-naseemuddeens-incredible-perspective/ Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
37:42
May 12, 2021
Ben Perreira is learning through repetition
How often do you look back at your old work? A funny thing happened during the recording of this episode. My guest, Ben Perreira began  describing something he had done earlier in his career and made an off-hand joke about a decision he made. But we continued to discuss, and he arrived at an insight about what he learned from that experience. I got the feeling he hadn't thought much about that before, as in, he hadn't consciously recognized the lesson that he had clearly internalized. The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
38:44
April 28, 2021
Nate Nichols is creating space
For the past year, there's been a big reason for each of us to think about ourselves. My safety and security. My health. My job security. Basically protecting our small bubble. As vaccination happens en masse and we take our first tenuous steps back towards a physical social world, you may have noticed a broadening of your perspective. Things are transforming from the nearly squarish Zoom screen to the full surround of the real world. This means real actions and real consequence. There will be a million Medium posts on transforming who you are as you come back to the world. That can be as simple as ordering new pants from that no name brand on Instagram or by changing the fundamental way you relate to people. I don't expect I'll change that much, and I will grant you the same hall pass. As we come back, it will be easy to get caught up in the roaring aspect of the return. I am hoping I will be half the person in the new, real-world as I was hiding in my home for the past year. I had the opportunity to speak with Nate Nichols, founder and creative director of Palette Group and co-founder of Allyship & Action. If you weren't inspired to reconsider how you relate to people, or the space you make in the world, you should listen. I only knew Nate from social media, where most of us go to post our victories. Imagine my surprise when I was even more impressed by hearing the full context of what he's been up to and why. If you are building something (and many of you have told me you are) this episode will be instructive. As I prepare to re-enter to world, I'm taking some of these lessons with me, and wondering why I hadn't learned them earlier. https://www.palettegrp.com/https://www.allyshipandaction.com/You’re looking for the transcript, haven't you? You're so predictable. Well, fine. You can get that here: http://adampierno.com/nate-nichols-is-creating-space/ Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
51:60
April 13, 2021
You can trust Margot Bloomstein
I spoke with the author of Trustworthy, How The Smartest Brands Beat Cynicism and Bridge the Trust Gap,  Margot Bloomstein about how some brands design their communication and UX around building and maintaining trust, so their customers don't feel icky. In the book, she uses a collection of great examples to make her points, and goes pretty deep on the work they did to identify the point of trust and keep improving on that front. Links: https://appropriateinc.com/trustworthy/ Here is a transcript of the episode: http://adampierno.com/you-can-trust-margot-bloomstein/   The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
45:22
March 31, 2021
James Gregson puts it together
Over the past year, I've been living almost exclusively online. If I had to guess, I would estimate I've watched more than 200 movies and competed a dozen series. I wrote and recorded a bunch. I've played video games and scrolled multiple marathons distance on Twitter. And then came TikTok. Oh boy, Clubhouse. In marketing, advertising, whatever, we call them 'experiences' (myself included) but I think that is what the youth would call "b******t". It's amazing how little of that screen time I have memories of. It has all blurred together. My memories are all of physical, real-world experiences. I'm not sure how many of those movies that I watched that I could name at the moment, through some were excellent. This weekend, I drove to a store to buy something for less than $10 that Amazon probably could have delivered in the same day because I couldn't stand looking at a screen any more. Going to Home Depot is no exciting feat, but I found myself looking forward to it, if for no other reason than it was a change of scenery. An experience (sort of), but not much more memorable than scrolling Netflix or Twitter. And when I had the product I needed, I had to check myself out. Ultimately, it was still me and a screen. I wonder when this is all over what the collective drive to escape screen experiences is going to do to our lives and culture. There will certainly a burst of imaginative events and retail, and I wonder how much they'll end up being odd fads versus long-term trends shaped by this odd year we 'experienced' together. This week, I have the fantastic James Gregson, digital creative director at LEGO, one of my favorite brands. I learned to love LEGO as a child, but continued loving it playing their video games and then assembling models with my own children. I followed James on (virtual) stage at a Brand Innovators event and was captivated by his point of view. He was kind enough to join me for this talk about combining the online and offline. Read the transcript for this episode here: http://adampierno.com/james-gregson-puts-it-together/ Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
35:52
March 02, 2021
Val Nguyen ventures into the unknown
In the month of January, I thought I reached the limit of my capacity. Again. I returned to work from a week away from the "office" to all that awaits when you are off for a week. Days of non-stop meetings, and non-moving deadlines kept me moving from item to item wondering when I would run out of steam. This was a combination of professional deadlines and personal commitments. I really had that thought. "This is the limit of my capacity."But I didn't. I thought for sure I wouldn't get it all done. But I did. This is the third time since last March that I was sure I couldn't handle anything more. But I did. Somehow I got it all done. Again. Guess what? In February, it happened again, going on right now. I've reached the limit of my capacity. Once I prided myself on efficiency and productivity, even before hustle culture and the quantified self. What I have learned over the last year is that in uncertain situations, people err on the side of action. They add to-do items and new initiatives because doing something feels better than doing nothing. I added things to my own plate. Personal projects, family activities. Work is busy, of course, but I'm contributing, too. Ultimately, it will all get done. I'll just find new ways to do it. We won't have research to prove what I am about to write for another decade, if research into mental health is still a thing when (if?) we escape today's reality. This emotional and productivity rollercoaster cannot be good for us. Just because it is possible doesn't mean it is okay. When I think about cutting things like the podcast, like my fiction writing, this very thing I'm writing at the moment, I think - Should I be forced to choose between personal satisfaction and work? The answer is to be determined. One way or another it will all get done. I had the opportunity to talk to someone who is learning new ways to push strategy forward, which is saying something because she has already worked in such a diverse collection of organizations it boggles the mind. Valerie Nguyen possesses an incredible strategy mind but maybe more importantly, an adaptable mind. Here we discuss her ability to shift gears and take on wholly new approaches in her role as CSO at Decoded Advertising. Valerie Nguyen: https://www.linkedin.com/in/valnguyen/Decoded Advertising: https://decodedadvertising.com/Read this episode with your very own eyes in transcript form: http://adampierno.com/val-nguyen-ventures-into-the-unknown/ Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
41:41
February 18, 2021
Jeff Gomez expands on the story
How do you find the things you love? Films, music, products, people, food? More and more, we're turning to the internet to find pretty much anything. Or, we may not even be looking for things anymore. Amazon, Google, Spotify, Netflix are all recommending things, to varying degrees of success. Social apps recommend people we would like to follow. I presume that dating apps are showing you profiles based on a similar model, trying to connect you to people you would be more likely to choose. Often, I scratch my head at recommendations, wondering what signals I provided that led to whatever the app has sent me. I am pleased when a song Spotify introduces me to a song that I never heard before and I love it. It's delightful the one-in-twenty times that iOS suggests I want to set an alarm clock and I actually do. So far, I haven't experienced a recommendation so memorable, that I can recall it now. As with a lot of the brain power I've outsourced to software, these moments remain there, hovering in the code. No Spotify recommendation has replaced the sensation of a friend telling you that you should listen to X the moment they learned you loved Y, or the mythical record store clerk (sorry Millennials and younger, I am old. You missed this entirely.)When Spotify does nail it, and recommends something I love, like this, I'm at a loss. I would share it with my friends who love music if I could figure out exactly why Spotify chose it for me. The context around the thing can make the thing itself more important. That's why I wanted to speak to Jeff Gomez of Starlight Runner Entertainment. He's been working on taking stories we know, and building on them. Adding context. Connecting them beyond their initial container. You can read a transcript of this episode here at adampierno.com Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
36:58
February 02, 2021
Don't worry, Amy Kean is working on the solution
You are going to enjoy my conversation with the incredible Amy Kean. She is a force of nature. She is an author, the founder of Six Things Impossible and co-founder of  DICE (Diversity & Inclusion at Conferences and Events). She is  inspiring because she strikes me as the kind of person who has ever  backed down from a challenge, and probably intimidates challenges  into  backing down from her. Amy is thinking about how to tackle problems that  seem too big to address. She let me help for about 40 minutes and I am  better for the time. Find Amy Kean at https://www.amycharlottekean.co.uk/ Her new endeavor Six Things Impossible is here: https://www.amycharlottekean.co.uk/sixthingsimpossible Want to read a transcript? You can get down with your bad self here: http://adampierno.com/dont-worry-amy-kean-is-working-on-the-solution/ The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
39:45
December 16, 2020
Understanding aspiration with Nadia Tuma-Weldon
I spoke with Global Luxury Practice Lead at McCann World Groupand Global Director of McCann Truth Central, Nadia Tuma-Weldon.  She's spent years researching and understanding luxury consumers and  brands. Nadia has a fantastic perspective on why we choose what we  choose, and how aspiration for luxury serves as the ultimate  distillation of aspiration that many brands can learn from. We discussed  some of what's changed and some of what is the same. Transcript is available here: http://adampierno.com/?p=1677 Want  to read some fiction? I am testing a new novel, Negative Edge. You can  read it for free here:  https://www.wattpad.com/962487826-negative-edge-blinking-cursor The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
41:42
December 02, 2020
Gunny Scarfo knows how you feel
Gunny Scarfo, co-founder of Nonfiction Research  (https://nonfiction.co/) joined me to talk about the findings and their  unique perspective on research. Nonfiction blends qualitative and  quantitative methods to reveal stories that might not be discovered  otherwise. Read the research here: https://nonfiction.co/americas-secret-playlists Go ahead and exercise your peepers with this transcript: http://adampierno.com/gunny-scarfo-knows-how-you-feel/ Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free. The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
42:22
November 11, 2020
Zoe Scaman asks 'Who's really in control of this idea?'
I read this presentation by Zoe Scaman, founder of Bodacious, and asked to discuss her thinking on the changing nature of fandoms and how that drives brand and businesses forward. She's presented this at high profile events, like Zee Melt, so it was fantastic to talk to Zoe in depth about how she's seeing this applied in the world of consumer brands. Find Zoe on Twitter and Substack. You can enjoy this transcript of our conversation at adampierno.com. The Strategy Inside Everything is the podcast for people who think  for a  living. If you have an idea, a question or you want to push back on something you hear in this episode, go to https://thatsnotaninsight.com and leave a message or a voicemail for me. The best and most interesting messages will be added to future episodes. And I can't wait to hear from you. Host Adam Pierno is an author, speaker and strategy consultant. Learn more at adampierno.com.
40:29
October 28, 2020
Amber Naslund is making it up now
What is reality? More subjective than you thought a year ago, I bet. Consuming our own individual, curated set of inputs we can take our minds anywhere we want. There are people who have seen all of the Star Wars films and believe those 11 (12? Who can keep track?) films and there are people who know that Grand Admiral Thrawn is the best villain in the Star Wars universe. There are whole universes around some of your favorite films and books created wholly by fans, building on and enriching the work of the original artists. The rest of us suckers are left limited by the merely thousands of pages of Harry Potter written by the series' author. In a world of digital books and limitless consumption, someone's understanding of an extended universe could be fully informed by fan fiction, and potentially never engage with the original works.What are the limits of our pursuit down these rabbit holes? Text is the easiest to build on, but people have created wonderful, inventive video that adds to universe mythology or takes it in totally new directions. My son recently showed me a video of Darth Vader fighting Batman, that was fairly well done. His question: How did a Disney property end up on screen with a Warner property? He is 10 years old.The importance of those stories may not have been reduced from the consumption of mass media spectacles to individual fan-concocted short stories. But the importance as a shared story, understood by many continues to evolve. This is the second consecutive episode on writing, if you haven't listened to the conversation prior, you should. I sat down with Amber Naslund, content marketer, author and speaker who has, like me, recently undertaken writing fiction for the first time. I wanted to hear how thinking in and building a fictional world may be informing her work in the real world, and what lessons she's learning. Find Amber at Twitter, LinkedIn or on her Brasstackthinking.com site. You can read the transcript at adampierno.com. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
36:48
October 13, 2020
Strategy is your words with Mark Pollard.
Do you know those things you're supposed to do, things that are good for you that you avoid? For many children, it's eating vegetables or studying math. For me, it is making contact with people. Left to my own devices, I would mostly avoid people and try to focus inward, that's my default. Why do we choose bad habits over good ones? Why do we eat gummy bears when there are string beans in the house? Why do we watch reality TV when you can read any piece of classical literature on demand, for free? I'm not preaching, I'm more guilty of this than you are, almost guaranteed. How does each decision shape who we are over a lifetime or over a month? And is the decision shaping us, or are we already pretty much etched in stone and imposing ourselves on each decision? I don't know the answers. I know that our actions are how others come to know us. By watching the individual and summary choices we make, those around us–or friends, our families, our colleagues, our neighbors–get to know who they perceive us to be. When we avoid the things that are good for us, the conflict is probably not visible or apparent to those outside of our skulls. Some choices are only for us. Listening back to this conversation, I can hear the benefit of enriching conversation in real time. Mark Pollard, CEO of Mighty Jungle and author of Strategy is Your Words, joins me for his second appearance on The Strategy Inside Everything. I think you'll hear how much thought he put into every decision around the book, which is immediately clear when you see it. The detail of the cover alone would have paralyzed me for months, never mind the hundreds of pages within. I think you'll hear how much thought he puts into his word choice, and how much he's trying to understand who he is and who you might be. I think you'll hear two friends reconnecting after too long.You can get the transcript here. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
49:25
September 29, 2020
How we've always done things with Aisea Laungaue
I reached out to the incredible Aisea Laungaue, Partner and Chief  Strategy Officer at Anomaly LA. I read something he shared about always  getting to the same place in terms of the same types of leadership in  advertising agencies as a result of the same inputs for recruiting. His  unstated question: If we don't change the stimuli, how do we hope to  expect a different result? I very much enjoyed this conversation,  and a chance to reflect on my own experience inside agencies and a part  of recruiting talent. I think you will too. Share The Strategy Inside Everything Find Aisea on Twitter (that’s where I found him!) No transcript for this episode, the elves were busy. Transcripts should be back for the next one… reach out if you'd like one. Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
40:06
September 17, 2020
Taking steps toward purpose with Simon Mainwaring
There's been a bit of a cynical backlash against purpose driven marketing. A lot of the backlash has been earned by insincere cash grabs by organizations wrapping themselves in a cause for relevance or just to have something to say. Nothing new there. The shame of it is, this is a time when there are so many worthy causes, so much tumult that people are receptive to–actually wanting–companies helping. All people want is some clarity, and skeptics are vocal. Unanswered questions become big problems when people start pulling at them. An individual working for a purpose understands why they chose to. It's not the same for companies, and that comes through in the brand communication, causing confusion to customers and observers. Purpose isn't always as pure as people wish it were, but the closer it is to pure the more effective for the brand. Replace the idea of purpose as it has been converted in our minds—cause-based marketing—with any other business initiative. If it didn't make sense for the business, if you couldn't explain it, you wouldn't do it. It's especially tempting to grab hold of a purpose today, as environmental, social, political and health causes are all increasingly visible and urgent. But the punishment for claiming a purpose to get some of its attention and failing to support the cause across your organization is serious. I had the opportunity to speak with Simon Mainwaring, who has been helping businesses make sense of their purpose for a long time. He and his strategic consultancy, We First have been developing the type of organizations that integrate purpose most effectively, and some of the challenges faced by those that don't quite get it.Find Simon at We First Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
31:00
September 02, 2020
Moving forward with empathy: Kate O'Neill
You'll enjoy this chat with Kate O'Neill, author, strategist, futurist  and founder of KO Insights. She has been working in technology for more  than 25 years, and thinking about the way people relate through it,  alongside it and in spite of it. We discuss the luxury of the tools we  have at this moment, and the way we may be bending to the tools versus  shaping the tools to us, giving them more power as platforms than the  intent. Kate is everywhere. Her brand new show, The Tech Humanist Show is a multi-media-format program exploring how data and technology shape the human experience. You can find it on Twitter or on the YouTube channel. Her newest book, Tech Humanist is a classic. I’ll bet you want an AI generated transcript of this episode: Get it here: http://adampierno.com/moving-forward-with-empathy-kate-oneill/ Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
42:05
July 29, 2020
Being intentional with Rana Sidahmed
This could be as simple as work style. But it could me more  important, like political views that just clash, or ends with which I  don't agree. I had the pleasure of discussing aligning values and  outputs with the dynamic Rana Sidahmed from Avery Dennison. In this  conversation, she tells me how her team works with partners and leads  them to solutions in sustainability that were previously not possible at  scale. It's a lesson about leading and learning from one another. This episode was recorded before things really changed.  If it sounds like a conversation from another time, it sort of is. I've  been holding it for a while, but found it so valuable that I wanted to  share it now. Please send your feedback @apierno on Twitter, or adam@adampierno.com. Links: https://www.instagram.com/madetomention/ Want a transcript? You know you do. Click here to read: http://adampierno.com/being-intentional-with-rana-sidahmed/ Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
35:30
July 15, 2020
What will Kenneth Kinney be watching?
I reached out to Kenneth Kinney who has been mastering video media  and a leader in addressable television advertising since before I knew  it was possible. He is noted speaker and expert on media strategy and he has a vision for how the current state of things will lead  to changes in a broad collection of industries that contribute to and  benefit from the content we consume. Links: https://www.asharksperspective.com/ https://www.linkedin.com/in/kennethkinney/ You  can get a pretty rough AI generated transcript here:  http://adampierno.com/what-will-kenneth-kinney-be-watching/ while  booking Adam for your next event. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
34:60
May 08, 2020
Do you hear what Jessica Lehmann Ash hears?
I got to speak with Jessica Lehmann Ash about how she connects things  in her mind. How her work studying music created a model for her  thinking and how she applies it today. As strategy lead at  Co:Collective, she is still looking for ways to connect what she knows  to what she seeks to understand. Jessica folds lessons from seemingly  disconnected activities and disciplines into one another to make complex  problems simple. You can read the transcript here: http://adampierno.com/do-you-hear-what-jessica-lehmann-ash-hears/ We talk about the artist Sol LeWitt, and you can see more here: https://www.michaelblackwoodproductions.com/project/sol-lewitt-4-decades/ nytimes.com/2007/04/09/arts/design/09lewitt.html https://massmoca.org/sol-lewitt/ Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
38:01
May 02, 2020
Making movements with Scott Goodson
It's easy for brands and organizations to say they stand for something when there's nothing at stake. The idea of purpose and purpose washing is something I've thought and written about. I'm on record saying I don't believe companies don't need to have a higher purpose as it has come to be known. In fact, having a stated purpose that is not true is likely much more damaging. I was set to speak with Scott Goodson, founder of StrawberryFrog, sometime before we ended up in self-isolation. But the timing was perfect. His experience partnering with brands to turn purpose into movement highlights the best of business and branding. People using the energy they have for the purpose to drive the business and vice versa. Search and contribute to #HCWShoutOutStrawberryfrog.comTranscript available on adampierno.com Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
47:56
April 07, 2020
All that inspires Keith Stoeckeler
I’ve been thinking too much, not sure about you. We’re buried by news. Almost all of it, awful. So, I’ve been looking for sources of inspiration, good news, brightness in the dark and other cliches. One of my favorites of the month is this Twitter account that just showcases cool street art. It’s a wonderful testiment to creativity and ingenuity and the person who operates it is prolific. But I can’t help but wonder why the resonance of the bad news still seems to outlasting the good. Perhaps humans are just wired to register threats? Is it sheer volume? Maybe it’s just me? At any rate, this thinking lead me to this conversation you can hear below. About ten years ago, Keith Stoeckeler bought a domain on Squarespace and started All That Inspires Me, to simply document things that captured his attention on line. After expanding the site to host writing and posts from other voices and growing an audience, he shut the site down. Recently, he decided the time was right to focus on inspiration again. We talk about inspiration and a bit about our current state of affairs in this upbeat conversation. Transcript can be found on adampierno.com. Like The Strategy Inside Everything? Please share the podcast. Be well, Adam Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
37:40
March 24, 2020
ReThink with Tom Goodwin
Raise your hand if you’re ready for a distraction? We discuss the ways our past 30 years of technology hasn’t truly impacted the way we approach problem solving in daily lives. We recorded this before a lot of what’s going on, so it is free from COVID-19 and health conversation.I had the opportunity to sit down across thousands of miles of internet cabling with Tom Goodwin to discuss his new book, ReThink. He was open to breaking down and challenging the core concept and I think you'll agree the conversation was a lot of fun. You're hearing the author think on the fly. Looking for a transcript? You can find it on adampierno.com.Please share this with someone you think would enjoy. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
50:41
March 12, 2020
Farrah Bostic goes walkabout.
Farrah Bostic, Founder and Strategy Director at The Difference Engine, makes the first repeat appearance on The Strategy Inside Everything. This time, she's accompanied by Haskell the wonder dog to talk about the ways living and observing the brand experience of our clients in-person leads to discovery and derived insights. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
46:12
January 21, 2020
Ryan Wallman's Delusions of Brandeur
The incredible Ryan Wallman joined me to talk about the inspiration for his new book, Delusions of Brandeur and the decisions he made to create a very different kind of marketing book. We also discuss evidence based marketing and his medical training. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
35:11
January 14, 2020
Jocelyn S. Lai sees the way recruiting has changed
Jocelyn S. Lai has been identifying and recruiting talent for a long  time. She joins Adam to discuss the ways the needs of both the market  and the talent have changed. Her role has shifted from agency recruiter  to building a team at Duolingo, providing a broad perspective. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
34:04
December 24, 2019
Jen Bonhomme on the real and the imagined
Jen Bonhomme carved out some time from her work at VMLY&R to talk about what makes an impact in our minds. We are exposed to dozens  (hundreds?) of digital experiences on a daily basis, so that our minds are kept from wandering. Is this harmful in the long run? Are younger people who have grown up tethered to a screen better or worse off than those who pine for the days where they were more free the day dream? We  aren't sure either but we explore it together. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
41:54
November 20, 2019
According to Derek Walker
I recently had the chance to talk with owner of Brown & Browner Advertising, Derek Walker. We looked at his well-constructed view on why agencies fail, how they succeed and what the future might look like. It's an insightful talk from someone who's been on the agency and brand side of the desk, as well as run his own shop for a decade. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
01:01:42
October 29, 2019
Chris Sietsema builds SEO and businesses
Adam had the pleasure of chatting with my old friend Chris Sietsema of Teach to Fish Digital. He saw what agencies looked like, how they were viewed by clients and figured out his own path. We talk about how individual tactics build the brand. His perspective is a valuable way to understand how our traditionally disconnected tasks get us to our goals. Special bonus for listeners of The Strategy Inside Everything. Use the promo code ADAM50 to save $50 on your tickets for Internet Summit 2019 being held Raleigh, NC, November 12-14. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
45:24
October 08, 2019
Grant Owens on the conditions that create disposable brands.
The brilliant Grant Owens joins Adam today to talk about turnover in brand. How the fail fast mantra has changed the way brands are approached and built by corporations, and the way they are considered or received by their intended customers. Finally an episode that didn't start as a Twitter thread! Grant joins us from Critical Mass where he is Chief Strategy Officer. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
39:27
September 18, 2019
Nir Eyal wants you to focus.
Author Nir Eyal brought us Hooked, a look at how to design digital products that keep us coming back. Now he's written Indistractable: How to Control Your Attention and Choose Your Life. He's been paying attention (no pun intended) to the ways we give in to tech and make excuses for it. This book gives us a practical plan for getting back to the real world. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
44:48
September 12, 2019
It's all a game to Angela Natividad – or a sport.
Hurrah's Angela Natividad made time on the Fourth of July to chat with Adam about how esports are blowing up, and what outsiders misunderstand. This is easily one of our favorite conversations of the season. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
39:19
July 31, 2019
You can trust Jasmine Bina
Jasmine Bina made time in her day (evening, actually) to talk about how people develop trust. She is the CEO of Concept Bureau. Oddly, we lived this out as I (tried to) earn Jasmine's trust in real time during this chat. It's both a wide-ranging and extremely focused talk that you are going to play more than once. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
33:34
July 16, 2019
Learning strategy with Kevin Rothermel
On this episode, we welcome VCU professor Kevin Rothermel. He's at the front lines with students of advertising and seeing the challenges, the growth and the promise. In this conversation, we look at how strategy is taught, and what breaks through. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
47:00
July 02, 2019
Ana Andjelic on brands in retail, digital and luxury
Ana Andjelic is a formidable thinker on brands, retail, digital and as a doctor of sociology, behavior. She also has an amazing understanding of the luxury market having spent years working in and studying luxury categories and consumers. She joins Adam today to talk about the confluence of digital, retail, luxury and brand when behavior is swirled together. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
39:05
May 21, 2019
Julian Cole is looking for the answers
Julian Cole is just back from a year-long sabbatical from strategy. He  spent the time traveling around the world with his fiancé, exploring  different cultures and thinking about what he wants to do next. The  answer will excite you.
44:20
May 07, 2019
Taylor Lorenz on meme culture
Taylor Lorenz of The New York Times was a staff writer at the Atlantic covering internet culture when she joined Adam to discuss the speed of the internet, memes and  more. You should follow Taylor on Instagram. Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
36:03
March 19, 2019
Brittany Hill matching cause with corporations
Brittany Hill leads Catalist, a company designed to make sense of the purpose movement. She talks with Adam about the strategy she and her team employ with brands to apply purpose where it makes sense, and when to opt out. Transcript: Adam Pierno: All right. Welcome back to another episode of The Strategy Inside Everything. This show is going to be different. I think I say that every time, Jesus, but it is going to be different because we're taking a look at a new facet of strategy and some new dimension of what we're doing from a strategy perspective and from the idea of purpose. Today I have a guest, the CEO and co-founder of Catalist, Brittany Hill. How are you, Brittany?Brittany Hill: Hi, I'm good. Thank you for having me.Adam: She's dialing in from beautiful Texas. I never get to Austin but I would love to spend some time there. How is it there today?Brittany: It's actually very beautiful. Yes, we love it here in Austin. The secret's out, though, a lot of people move in here.Adam: I know. I know it's crowded. Phoenix is the same way. There's something like 300 people move in here a day. Tell us a little bit about how you got to where you are with Catalist and then I think in your case, we're going to have to explain to people what Catalist is, so people have a sense of where this discussion is going to go?Brittany: Sure. No problem. My entire career I've spent in the social impact space. I've sat in the Corporate Social Responsibility seat at various companies, entertainment foundations, and have produced various events that had social impact slants, and also set in the nonprofit seats and understand the nuances of specifically raising money from the corporate sector as a nonprofit professional. Then for the past decade-plus, have built and sold various social good consultancies that really specialized in building strategies for both the nonprofit and the for-profit side on how to work better together.I have really enjoyed working with blue-chip nonprofits, the UNICEF's, the American Hearts, the March of Dimes and World Visions of the world, and also Fortune 1000 companies.Throughout that, I really learned that there were two main challenges that we kept hearing from both our nonprofit and our corporate clients. It was really around building fruitful partnerships with each other, finding the right partners. I'm sure we'll dive into it, but the purpose is such a big part of a brands landscape and an ocular, especially in today's environment. That a brand stands for something and is no longer the exception, but the expectation.We knew that finding the right partners on both sides of the aisle was a big, big issue that we didn't feel like human capital alone was doing a really good job of solving. Also then measuring the effectiveness of those partnerships, both on the community but on the respective bottom lines. Essentially, just really answer both of your questions. That's who I am and how I've got to the place where we are.But, really why we created Catalist was to build a software platform that borrows from these online dating applications of the world to help broker really smart data-driven and methodical relationships between the public and private sectors, and then really measure what they're doing to make sure that they're valuable investments, that they resonate with key stakeholders, and that they're doing what they are intended to do in terms of supporting our communities at large.Adam: I love it. We connected when I read your-- something you had posted on LinkedIn, got shared with me. I saw how intertwined the who you are and what you're doing are. I thought, "Well, this is this is really interesting. I want to know more." Thank you for that context of how you got started. Let's start with the people listening to this show are brand strategist. They're thinking about how to change the perception of a brand or how to improve the perception of a brand, and we wrestle a lot with brand purpose.
32:20
January 15, 2019
Gareth Kay on planning in the USA
Gareth Kay of Chapter joins Adam today to talk about the way planning has changed from its introduction. His perspective on planning from both sides of the Atlantic (and some on the Pacific as well) frames up this discussion very well. He takes Adam to school. Enjoy. *Note: If you haven’t heard Rachel Mercer’s episode, you may want to listen first. She makes light of how we have augmented English planning which was the impetus for this conversation with Gareth Kay.* Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
41:01
January 02, 2019
Rachel Mercer still thinks like a designer
I was blown away by this talk with the fantastic Rachel Mercer of RGA. Like many of us in strategy, Rachel came from a different discipline; in her case, design. She discusses what she learned in design that she brought forward in her strategy work and some of the bigger lessons she’s learned and taught.*NOTE: Some joking comments Rachel made at the end of this episode about the change to English planning spurred the topic for the next episode of The Strategy Inside Everything with our guest Gareth Kay of Chapter. Tune in to hear the spiritual sequel that was recorded the next day.* Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander
44:55
December 11, 2018
Adam Singer: The kids aren't so alright
Adam Singer is extremely observant. That's what's made him an expert on Google's tools for marketers, but also what makes him an interesting follow on Twitter. He's been outspoken on the challenge the young face in booming places like San Fransisco. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
46:48
November 27, 2018
Eric S. Thomas thinks we are killing our creatives
Eric Thomas, Senior Partner at Detroit’s Saga MKTG, posted a thought to  LinkedIn that we were killing our creative people. Though he and Adam  had never met, Eric agreed to come on the podcast and discuss this  issue. His perspective on the ever-tightening timelines and expectations  placed on creative people and knowledge workers is stunning. Enjoy this  conversation.
40:27
November 13, 2018
Jay Baer: Talk Triggers
Jay Baer has been figuring out how to get people talking about brands for a long time. His book Talk Triggers dives deep into the psychology  of what makes brands and products worth talking about and what makes people actually talk - and not just take note. This is a fun chat with an interesting guest. Also, Jay admits that host Adam Pierno is his-and we quote- “inspiration.”
38:51
October 30, 2018
Tim Leake has changed everything
Former Creative Director has made a lot of changes as the industry has  changed around him. He’s now the Chief Marketing Officer at RPA in LA -  working with a new perspective. Tim and Adam sat down for a chat about  how the ad world has changed since they both got started and what  lessons Tim has learned about strategy. Enjoy!
42:12
October 18, 2018
Melanie Deziel has got a story for you
Melanie Deziel, Founder of StoryFuel talks about her training in journalism and how she uses the tenets she learned in J school to solve problems for brands. She’s seen the change in media first hand, and come from the ever-shrinking newsrooms with some insights. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander
31:46
September 18, 2018
Professor David Carroll cares about your data
Professor David Carroll of Parsons - yes, that Professor David Carroll comes on to discuss how he got embroiled in an international lawsuit with Cambridge Analytica that has far reaching implications for Facebook, marketers and our privacy. He sees all the facets to the issue as a former entrepreneur and professor of media design. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander
31:03
September 04, 2018
Darien LaBeach welcomes you to the strategy community
Darien LaBeach of Huge and Strtgst talks about the challenges of community? What do people want from one? What brings them together? What  keeps them from sticking? He's done the research and now putting his efforts into building a strategy community.
41:41
August 23, 2018
Richard Shotton and The Choice Factory
We were lucky enough to catch Richard Shotton just before his fantastic book The Choice Factory won BBH's World Cup of Advertising Books (well deserved, though I was pulling for Decoded). He's got so much information that our talk moves all over the board as it relates to decision making - but we sink our teeth into the pratfall effect and how we see it playing out in every day life; well beyond advertising. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
45:57
August 07, 2018
Mike Monello helps you re-tell the story
Mike Monello visits with Adam Pierno to talk about storytelling. Stop, don't leave. Not storytelling in the cliché marketing way. Mike and his team at Campfire have an approach that is more about getting a person who hears the story to want to learn more or retell it. He's been doing this for HBO and other crazy properties - going all the way back to the launch of the original Blair Witch Project which changed the way movies are promoted and even produced (see: modern found footage category). This is a great one.
50:25
July 26, 2018
Rob Schwartz is a creative in the C-Suite
I had the pleasure of sitting with Rob Schwartz, CEO or TBWA NY for a back-to-back pod session. He was interested in learning about what inspired me to write Under Think It, and made some time to tell me how his experience solving creative problems has equipped him to be a CEO in these wild times. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
30:03
June 28, 2018
Tom Morton knows bias *is* your problem
Talking with RGA's Tom Morton to hear what they have learned about biases through their work on the Ad Council's Love Has No Labels campaigns, featuring John Cena.
28:30
June 26, 2018
Kit Krugman builds teams thoughtfully
Had the great fortune to speak with Kit Krugman, Chief Curator at co:collective and President and Chair of the Board at WIN: Women in Innovation (hat tip to Brian Dell for the intro). Kit walks me through how recruiting and team building has changed and how to build an organization with diversity and balance built into its core. Used the opportunities to take a lesson for future recruiting for guests on the show and talent at Santy. This is one of the best conversations I've had hosting this show. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
40:24
June 05, 2018
Ana Milicevic and the future of work
Founder of Sparrow Advisors and all around brilliant Ana Milicevic joins Adam today for a talk on the future of work. Ana's background around all different parts of the tech, entertainment and marketing complex gives her a unique perspective on what it's all building towards. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
44:13
April 30, 2018
Eaon Pritchard – Psychology hasn't changed
UM Head of Strategy, and author Eaon Pritchard discusses applied evolutionary psychology with Adam. How does everything come back to a basic desire or fear humans have always felt. Fun to learn about Eaon's unique pathway to strategy from life as a DJ. Eaon's also written a wonderful book called Where Did It All Go Wrong that we discuss a bit. Get full access to The Strategy Inside Everything at adampierno.com/podcast-lander Hey, you might be a listener and have no idea, but I’ve written some books. You can find Under Think It (a marketing strategy handbook) and Specific (a book about trying to build brands in a world that doesn’t want any more of them). You can read some fiction I’ve written here, for free.
49:08
April 24, 2018
Faris Yakob and the masters of the universe(s)!
Faris Yakob of Genius Steals sits down for a conversation about how fictional universes grip our attention. This chat wanders quite a bit as we chart corners of pop culture and strategy. As usual, Faris makes it worth a listen and a share. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
52:42
January 09, 2018
Willem van de Horst All games are mind games
Ice Cream For Everyone host and strategist Willem van de Horst joins us for this chat on how games open your mind, your approach to teams and why we play. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe
34:42
November 07, 2017
November 6, 2017
00:47
November 06, 2017