Ep. 178 - Ai won't Replace Bad Strategy - Chad de Lisle

In this episode, Vince Quinn is joined by Chad De Lisle, VP of Marketing at Disruptive, to unpack what happens when you stop chasing more clients, and start working with the right ones. Chad shares the story of how Disruptive transformed its business during COVID, cutting its client base dramatically to focus only on brands they truly believe in.The conversation dives into the power of alignment, why it’s the foundation for better performance, happier teams, and stronger client outcomes. Chad also introduces the VSET framework (Vision, Strategy, Execution, Team) as a practical way to evaluate client fit, and explains why AI can either amplify clarity or create chaos depending on how aligned your brand really is. This episode is a must-listen for agencies, marketers, and leaders looking to build more meaningful, effective client relationships.Guest BioChad De Lisle is the VP of Marketing at Disruptive, a performance marketing agency founded in 2012. With over a decade at the company and nearly two decades in digital marketing, Chad has played a key role in shaping Disruptive’s evolution toward a more intentional, alignment-driven client model.Disruptive specializes in helping brands grow through performance marketing, with a focus on vertical expertise and strategic clarity. Chad is passionate about building marketing systems that are rooted in purpose, alignment, and measurable impact, helping both teams and clients unlock their full potential.Takeaways Working with clients you believe in transforms both performance and job satisfaction. More clients doesn’t equal better results—alignment matters more than scale. Burnout often comes from misalignment, not workload alone. A strong “why” is more motivating than financial goals alone. The VSET framework helps evaluate true client fit. AI amplifies whatever foundation you give it—clarity or chaos. Vertical specialization leads to better results and efficiency. Aligned teams produce exponential output, not linear growth. Great marketing starts with deeply understanding the brand.Chapters00:00 Introduction and Building a Client Base You Believe In 00:35 What Disruptive Does 01:11 The Shift to Aligned Clients 02:50 The Emotional Impact of Alignment 04:08 What Alignment Really Means 05:08 Why Alignment Is Elusive 05:57 Beyond Financial Goals: Finding a Deeper Why 06:53 Disruptive’s Mission: Activate Greatness 07:53 The Challenge of Supporting Clients 08:53 The VSET Framework Explained 10:09 Alignment and Exponential Growth 10:45 Trust and Execution in Marketing 11:49 AI as a Noise Amplifier 12:18 Training AI to Match Your Brand 13:45 Avoiding “AI Breath” in Content 16:01 Impact on Teams and Burnout 17:00 Growth Environments: The Trade-Off 18:08 The Power of Vertical Specialization 19:42 Why Specialization Wins in Modern Marketing 20:22 The Risk of Agencies Learning on Your Dollar 20:53 Where to Find DisruptiveLinkedInFollow Chad De Lisle on LinkedIn Follow Vince Quinn on LinkedIn

In this episode, Vince Quinn sits down with Jeff Perkins, CEO of Soundstripe, to explore how music shapes storytelling and why customer obsession is a true competitive advantage. Jeff explains how Soundstripe empowers creators with high-quality, human-made music and innovative tools like AI-powered editing and track customization.Beyond the product, Jeff shares his leadership philosophy as a CEO, emphasizing the importance of core values, alignment, and culture. He dives deep into what it really means to “obsess over customers”—from white-glove service to personally responding to complaints—and how empathy can turn frustrated users into loyal advocates. This episode is a masterclass in blending creativity, technology, and human connection to build a standout brand.Guest BioJeff Perkins is the CEO of Soundstripe, a leading music marketplace providing high-quality, artist-made tracks for creators across film, television, advertising, and digital content. With a catalog of over 58,000 songs and partnerships with Grammy award-winning musicians and engineers, Soundstripe helps creators elevate their storytelling through music.Prior to Soundstripe, Jeff served as CEO of ParkMobile, where he led one of the most widely used parking apps in the U.S. Known for his customer-first mindset and leadership approach rooted in empathy and core values, Jeff focuses on building strong teams, fostering culture, and creating meaningful customer experiences.TakeawaysMusic drives emotional connection and can elevate or diminish a story. Customization (stems + AI editing) allows creators to perfectly match music to content. The CEO’s role is to act as a coach, ensuring alignment and clarity across teams.Core values must be reinforced daily—not just defined. Hiring, promotions, and rewards should all align with company values. Customer obsession is built through responsiveness, empathy, and human connection. Negative feedback is a powerful tool for learning and improvement. Responding directly to customers can turn detractors into loyal advocates. Small, unexpected gestures can significantly strengthen customer relationships.Chapters 00:00 Introduction and “Making Beautiful Music” 01:00 What Soundstripe Does and Why Music Matters 02:30 The Emotional Power of Music in Content 03:12 Customization: Stems and AI Song Editing 04:25 CEO Mindset: Being the Head Coach 05:30 The Power of Core Values in Organizations 07:19 Soundstripe’s Six Core Values Explained 10:43 Hiring and Reinforcing Culture Through Values 12:23 Obsessing Over Customers in Practice 13:32 Humanizing Customer Experience (and Coco the Dog) 14:49 Surprise & Delight: Going Beyond Expectations 16:27 Turning Feedback Into Advocacy 17:35 Learning From Customer Complaints 18:57 Responding to Negative Feedback as CEO 20:04 Empathy as a Customer Strategy 22:06 Human Connection Builds Loyalty 22:57 Where to Find SoundstripeLinkedInFollow Jeff Perkins on LinkedIn Follow Vince Quinn on LinkedIn

In this episode of the Future Files Podcast powered by Silver Fox, Kathleen Stockham, Chief Marketing Officer at South College, shares how decades of experience in e-commerce shaped her approach to marketing in higher education. Kathleen explains how the fundamentals of digital marketing—meeting the right audience at the right time with the right message—apply just as much to education as they do to retail, but with far greater life impact.She discusses the complexity of marketing to diverse student audiences—from 18-year-old first-time college students to working professionals and career changers—and why authentic storytelling from students and faculty is far more powerful than traditional institutional messaging. Kathleen also explains how podcasting has become a key content channel for South College, enabling real conversations with students, alumni, and faculty while generating repurposable content across the marketing ecosystem.The conversation also explores the rapidly evolving role of AI in marketing. Kathleen shares how marketers should think about answer engines, AI-driven discovery, and the shift toward more informed consumers who arrive already educated about their options. Drawing parallels to the early days of e-commerce, she emphasizes that the marketers who thrive will be the ones who embrace change, experiment quickly, and focus on relevance rather than relying on outdated marketing playbooks.Guest BioKathleen Stockham is the Chief Marketing Officer at South College, where she leads digital marketing, web strategy, public relations, and content initiatives across the institution’s national footprint. With over 28 years of experience in digital marketing and e-commerce, Kathleen has worked with major brands across industries including electronics, jewelry, and telecommunications before transitioning into higher education.At South College, she applies her deep expertise in martech, customer acquisition, and digital merchandising to help prospective students discover educational opportunities that can transform their careers and lives. Kathleen also hosts the South College podcast, where she highlights student journeys, faculty insights, and program opportunities across the institution’s ten campuses and online programs.Takeaways Marketing principles translate across industries when focused on meeting the right audience with the right message at the right time. Higher education marketing requires communicating differently with multiple audiences, from teenagers to mid-career professionals. Authentic student and alumni voices create far stronger engagement than traditional institutional messaging. Podcasting can become a powerful storytelling and content engine for institutions. AI is reshaping how people research and discover education programs. Consumers are arriving more informed than ever, requiring marketers to shift from leading conversations to participating in them. Marketers should embrace AI as a strategic partner rather than fear it as a replacement. Successful marketers must continuously adapt as discovery platforms and consumer behavior evolve.Chapters00:00 Introduction to Kathleen Stockham and South College 01:16 Transitioning from E-commerce to Higher Education 03:49 Applying Digital Marketing Principles to Education 06:50 Marketing to Multiple Student Demographics 10:15 How Podcasting Became a Strategic Content Channel 13:05 Repurposing Podcast Content Across Marketing Channels 17:00 AI, Search Evolution, and Answer Engines 21:51 How AI Is Changing Education Discovery 24:27 Applying E-commerce “Merchandising” to Education Marketing 27:33 Building a Mobile-First Website for Modern Students 29:14 The Emotional Impact of Marketing Education 32:35 Advice for Marketers Navigating AI and Industry Change 37:55 Lessons from the Early Days of E-commerceLinkedIn⁠Follow Kathleen Stockham on LinkedIn ⁠Follow Harry Duran on LinkedIn here

In this episode of the Future Fuzz Podcast, Harry Duran speaks with Roy Alexander, Chief Revenue Officer at VisionNet, about leadership, infrastructure, and what it takes to build meaningful customer relationships in the telecommunications industry.Roy shares how stepping away from technology—through woodworking, hiking, and hands-on projects—helps him stay grounded and return to leadership with a clearer perspective. That philosophy of slowing down and focusing on people carries through to his work at VisionNet, where he emphasizes empathy, trust, and long-term relationship building as essential components of revenue growth.The conversation explores VisionNet’s unique origins, created by rural telecom providers in Montana to solve education access challenges through video connectivity. Today, the company operates one of the largest privately owned middle-mile networks in the state and delivers managed services, data center infrastructure, and network connectivity across the country.Roy also explains how enterprise infrastructure is evolving toward distributed networks, why managed services often succeed quietly in the background, and how organizations can stay visible to customers even when everything is running perfectly. Throughout the episode, Roy highlights a leadership philosophy rooted in empathy, accountability, and the belief that technology ultimately exists to serve people.Guest BioRoy Alexander is the Chief Revenue Officer at VisionNet, where he oversees sales, marketing, and customer-facing operations for the telecommunications and managed services provider.With more than 30 years of experience in telecommunications, Roy has held leadership roles across sales, operations, and customer service organizations. His work focuses on aligning revenue strategy with customer experience, ensuring that network infrastructure and managed services support the real-world needs of the businesses that depend on them.At VisionNet, Roy leads efforts to expand enterprise connectivity, managed network services, and data center capabilities across the United States while helping organizations navigate increasingly complex infrastructure environments.TakeawaysTechnology infrastructure ultimately exists to serve people, not just platforms. Empathy is essential in customer-facing operations, especially when services are critical to business continuity. Managed services succeed when customers forget about them—but that also makes value communication essential. Distributed infrastructure is becoming increasingly important as AI and low-latency applications grow. Enterprise buyers face overwhelming complexity and need partners who simplify decisions. Trust in enterprise sales builds slowly through consistent delivery on commitments. Organizations should align messaging across every customer interaction, not just marketing. Leaders should step away from technology periodically to reconnect with the human impact of their work.Chapters 00:00 Introduction to Roy Alexander 01:00 Why Disconnecting from Technology Matters 03:00 Leadership, Empathy, and Customer Experience 04:30 VisionNet’s Origin Story and Rural Connectivity 06:30 Bringing Customer Operations Under Revenue Leadership 08:10 What a Network Operations Center (NOC) Does 09:15 Why People Often Get Lost Behind Technology 12:00 Lessons from Early Career Mentors 15:00 VisionNet’s Ownership Model and Growth Strategy 17:30 Navigating Pipeline Growth in Noisy Markets 19:00 Why Managed Services Often Go Unnoticed 22:00 Data Centers and VisionNet’s Infrastructure Strategy 24:00 The Case for Distributed Infrastructure 28:00 Helping Customers Navigate Infrastructure Complexity 32:00 Privacy, Data, and Technology Tradeoffs 36:30 What 30 Years in Telecom Has Taught Roy 39:00 Advice for Revenue Leaders in Complex MarketsLinkedInFollow Roy Alexander on LinkedIn Follow Harry Duran on LinkedIn

In this episode of Future Fuzz, host Harry Duran speaks with Rob Rankin, President of Clarity Coverdale Fury (CCF), about why emotional connection remains the most powerful force in marketing, even as technology and AI reshape the industry. Rob shares how CCF helps brands “throw a big rock” in crowded markets by creating creative communications that demand attention while building genuine emotional resonance with audiences.The conversation explores how fragmented media landscapes have changed the way brands reach consumers, why presence and attention are prerequisites for performance marketing, and how experiential moments can amplify brand storytelling. Rob also discusses how agencies should approach AI adoption—experimenting first, then embedding it strategically into operations—without losing the human touch that drives trust and loyalty.Guest BioRob Rankin is the President of Clarity Coverdale Fury (CCF), a creative communications agency known for building emotionally resonant brand campaigns that demand attention and drive connection. Under his leadership, CCF delivers full-service marketing solutions including strategy, creative development, and media planning, with a strong focus on healthcare and financial services.Rob began his career at BBDO, working on major consumer packaged goods brands and developing a strong foundation in data-driven marketing. Since joining CCF in 1998 and later helping lead the agency’s transition to new ownership, he has helped evolve the firm’s signature approach—leveraging the emotional catalyst between brands and audiences to build trust and long-term brand value.TakeawaysEmotional connection remains the most powerful driver of brand trust and memorability.In a fragmented media environment, brands must demand attention before delivering their message.Experiential marketing combined with digital amplification can dramatically expand reach.AI will transform agency workflows but should enhance, not replace, human creativity.Leaders must balance involvement with trust, empowering teams while staying strategically present.Long-term brand positioning built around authentic emotional insights can last for decades.Effective planning means defining long-term vision and chunking goals down into actionable steps.Chapters00:00 Introduction to Rob Rankin and Clarity Coverdale Fury 00:14 A proud parent moment and life outside the office 01:04 What Clarity Coverdale Fury does and the power of emotional marketing 01:37 Rob’s role as President and leading a 20-person agency team 02:42 Why healthcare became a core focus for the agency 03:12 The importance of emotional catalysts in marketing 04:37 Media fragmentation and the challenge of capturing attention 06:12 “Throwing a big rock”: Creating campaigns that demand attention 08:20 How brands can create modern “water cooler” moments 11:05 Presence vs. performance in marketing strategy 12:21 Marketing fundamentals that still hold true today 13:45 How agencies are experimenting with AI tools 16:17 The rise of AI skills and prompt-driven workflows 18:04 Keeping up with AI trends and industry learning 19:38 Encouraging teams to experiment and share AI use cases 20:21 Leadership lessons about delegation and trust 23:11 The emotional catalyst framework explained 25:34 Building brand positioning that stands the test of time 25:51 Planning strategy: thinking in three-year and quarterly horizons 27:27 Recognizing when priorities drift and staying accountable 29:04 The importance of being fully present with clients 30:26 The future of marketing and the risk of losing human connection 32:27 Rob’s unexpected path into advertising 34:39 A classic marketing book that still holds up todayLinkedInFollow Rob Rankin on LinkedIn Follow Harry Duran on LinkedIn

In this episode of Future Fuzz, Harry Duran sits down with Bianca Bruno, Associate VP of Paid Search at Good Apple, to unpack what marketing leadership actually looks like in the age of AI, automation, and rapidly evolving search behavior. Bianca explains why AI isn’t replacing marketers—but instead pushing them to become more analytical, strategic, and business-minded.The conversation dives into how modern search teams are shifting away from manual optimization toward deeper data analysis, how agencies should think about AI as a co-pilot rather than a replacement, and why fundamentals like keyword strategy, audience targeting, and business context still matter more than ever.Bianca also shares how she maintains a remarkable 97% team retention rate by prioritizing mental health, communication, and real human connection in a hybrid work environment. From AI-driven media planning tools to the rise of Answer Engine Optimization (AEO) and changing consumer search behavior, this episode explores how agencies can adapt while staying grounded in the fundamentals that actually drive results.Guest BioBianca Bruno is the Associate Vice President of Paid Search at Good Apple, an independent media agency known for its data-driven marketing strategies. With over a decade of experience in paid search and performance marketing, Bianca leads teams responsible for optimizing complex campaigns across industries including retail and pharmaceutical.At Good Apple, Bianca focuses on combining human expertise with AI-powered tools to improve campaign performance, streamline media planning, and uncover new audience insights. She is particularly passionate about building strong teams, maintaining a people-first leadership approach, and helping marketers adapt to the rapidly evolving landscape of search, automation, and AI-driven marketing.TakeawaysAI is changing how marketers work—but not replacing them. Search marketers are shifting from manual optimization to analytical strategy and business thinking. The fundamentals of paid search—keywords, audience targeting, and campaign structure—still matter. AI works best as a co-pilot that enhances human expertise rather than replacing it. Answer Engine Optimization (AEO) is growing but brands shouldn’t chase every AI query. Successful teams balance automation with human oversight and data validation. Retention and team health improve when leaders prioritize communication and mental wellness. Marketing innovation often comes from solving real workflow problems before they become major issues. Influencer marketing is evolving into a more structured ecosystem with specialized negotiation roles. Future marketing success will depend on adapting to changing consumer search behaviors and privacy expectations.Chapters00:00 Welcome and Introduction to Bianca Bruno 00:25 The Bears Win and Chicago Sports Energy 02:02 What Leading Paid Search Looks Like in the AI Era 03:46 How AI Is Changing the Daily Work of Search Marketers 06:12 Why Marketers Need to Think More Like CEOs 07:24 Building a Team That Thrives in a Rapidly Changing Industry 09:27 How Bianca Maintains a 97% Team Retention Rate 11:18 Preventing Burnout in High-Pressure Marketing Roles 12:42 Innovation as Solving Problems Before They Exist 14:05 How Teams Are Actually Using AI Tools Today 16:30 Is Google Search Really Losing Relevance? 20:17 Why Marketing Fundamentals Still Matter in the Age of Automation 21:33 Helping Clients Focus on the Right AEO Metrics 24:03 What Brands Get Wrong About AI Search Visibility 29:31 Why Modern Media Planners Must Become More Analytical 32:19 The Rise of Influencer Negotiation as a Marketing Discipline 35:05 How Consumer Search Behavior May Change Next 36:03 Career Advice for Marketers Entering the AI Era 39:20 Why Analog Experiences Are Making a Comeback 42:23 Closing Thoughts: Work Well With People FirstLinkedIn⁠⁠⁠⁠⁠⁠Follow Bianca on LinkedIn Follow Harry on LinkedIn

In this episode of the Future Fuzz Podcast, Michelle Brammer, Director of Growth Marketing at Lingo, shares what it’s like to step into a company with no formal marketing function and build the growth engine from scratch. Michelle explains how she approached the challenge of creating systems, defining the ideal customer profile, and prioritizing marketing initiatives in a small team environment. She also explores the often-overlooked problem of digital asset chaos inside organizations—how scattered files, endless “final-final” versions, and inconsistent branding slow teams down and erode brand trust. Michelle discusses how Lingo’s digital asset management platform helps teams centralize brand assets, maintain consistency, and scale across complex industries like cannabis, where strict regulations and multi-state operations create unique challenges. The conversation dives into the importance of niche positioning, owning the narrative in a crowded category, and why brand governance is becoming even more critical in an AI-driven world where content can be generated instantly—but not always on brand.Guest BioMichelle Brammer is the Director of Growth Marketing at Lingo, a digital asset management platform that helps organizations organize, manage, and share brand assets more effectively. With over a decade of experience in B2B SaaS marketing, Michelle has previously worked in areas including employee advocacy platforms and ad fraud prevention.Before moving into SaaS, Michelle built her marketing career in CPG and food marketing, giving her a strong perspective on brand management and distribution. At Lingo, she leads growth strategy, marketing infrastructure, and go-to-market initiatives, helping position the company in specialized industries like cannabis where asset management, compliance, and brand consistency are critical.TakeawaysBuilding marketing from scratch requires prioritizing infrastructure such as CRM, customer data, and messaging before scaling lead generation. Niche positioning allows smaller companies to compete effectively in crowded markets. Digital asset chaos—duplicate files, version confusion, and scattered storage—creates major operational bottlenecks for marketing teams. Centralized digital asset management helps maintain brand consistency across teams, vendors, and agencies. Industries like cannabis require specialized asset distribution because products, names, and marketing materials must change across states. Word-of-mouth growth can become a powerful acquisition channel when products solve industry-specific problems. Owning a category narrative is often more powerful than competing solely on features. Brand governance is becoming increasingly important as AI-generated content makes it easier to create off-brand assets quickly.Chapters 00:00 Introduction to Michelle Brammer and Lingo 00:46 Michelle’s Background in SaaS and Marketing 01:24 Joining Lingo and Building Marketing from Scratch 02:24 Prioritizing Systems, CRM, and Early Marketing Strategy 04:14 Identifying Lingo’s Ideal Customer Profile 05:22 Why Lingo Focused on the Cannabis Industry 06:25 The Hidden Problem of Digital Asset Chaos 08:58 When Asset Management Becomes a Business Bottleneck 10:42 How Centralized Brand Assets Improve Team Efficiency 11:36 Standing Out in a Crowded Asset Management Market 12:43 Cannabis Regulations and Multi-State Asset Challenges 14:00 Partnerships, Referrals, and Industry Events 15:05 Speaking the Language of the Customer 17:06 Case Study: Scaling Asset Management for Curaleaf 19:47 Competing Through Narrative Instead of Features 21:27 The Future of Brand Governance in the AI Era 24:16 Building Industry Voice Through Thought Leadership 25:35 Why Brand Consistency Matters More Than Ever 27:10 Where to Connect with MichelleLinkedInFollow Michelle Brammer on LinkedIn Follow Harry Duran on LinkedIn

Podcast SummaryIn this episode of the Future Fuzz Podcast, Vince Quinn sits down with Glenn S. Phillips, CEO of Lake Homes Realty, to explore the realities of qualifying leads and managing extremely long sales cycles. Glenn shares how his company has built a thriving niche real estate brokerage focused specifically on lakefront, beach, and mountain properties—markets where the buying process can take years rather than months.Glenn explains why discretionary real estate purchases behave differently from traditional home sales, how Lake Homes Realty uses niche positioning to attract highly engaged buyers, and why expertise matters when selling unique properties. The conversation dives into strategies for nurturing long-term leads, delivering value instead of constant sales pressure, and helping agents stay patient through multi-year buying journeys.Listeners will also learn how Glenn’s team combines data, digital platforms, and experienced agents to guide buyers through complex property decisions, while building a defensible sales process designed for long timelines and high-value purchases.Guest BioGlenn S. Phillips is the CEO of Lake Homes Realty, a rapidly growing real estate brokerage specializing in lakefront properties across the United States. Under Glenn’s leadership, the company has appeared seven times on the Inc. 5000 list of fastest-growing companies.Lake Homes Realty operates a unique niche-focused model that combines specialized agents with highly targeted digital platforms, including LakeHomes.com. The company has expanded its niche strategy into additional markets with Beach Homes Realty and Mountain Homes Realty, continuing to focus on experiential properties that serve as lifestyle destinations rather than primary residences.Glenn is known for pioneering niche real estate brokerage at scale, combining deep market expertise with long-cycle sales strategies that help buyers navigate complex, discretionary property purchases.TakeawaysNiche specialization creates stronger engagement than broad real estate platforms. Discretionary real estate purchases often have sales cycles that average two years or longer. Buyers frequently research properties online for years before ever speaking with an agent. Providing value—market insights, education, and expertise—is more effective than aggressive selling. Experienced agents are better equipped to handle long-term relationship building with buyers. Qualifying leads often focuses on protecting time rather than determining financial capacity. Buyers today are more informed than ever and can quickly recognize overpriced properties. Unique property markets require local expertise because pricing can vary dramatically based on location and features.Chapters00:00 Introduction to Glenn S. Phillips and Lake Homes Realty 01:02 What Makes Lake Homes Realty Different 01:39 The Niche Strategy Behind Lake, Beach, and Mountain Homes 02:03 Understanding Discretionary Real Estate Purchases 02:22 Why the Sales Cycle Can Last Years 03:11 Managing Long Sales Cycles in Real Estate 04:14 The Power of Niche Traffic and Buyer Intent 04:52 Why Experienced Agents Perform Better 06:22 How Leads Move from Website to Agent 07:11 Delivering Value Instead of Sales Pressure 09:02 Examples of Value-Driven Client Engagement 10:39 Building Relationships Through Experiences and Events 11:04 Aligning Brand Power with Individual Agent Relationships 12:59 Using Data to Help Agents Win Listings 13:26 Maintaining Patience in Long Sales Cycles 15:34 Helping Buyers Discover What They Actually Want 18:03 Why Today’s Buyers Are More Informed Than Ever 19:10 Why Distressed Deals Rarely Exist in Niche Markets 20:24 Pricing Strategy and Market Signals 21:27 The Importance of Local Expertise in Unique Property Markets 22:02 Where to Find Lake Homes RealtyLinkedInFollow Glenn S. Phillips on LinkedIn Follow Vince Quinn on LinkedIn

In this episode of Future Fuzz, Vince Quinn sits down with Kim Nguyen, Head of Marketing at TreeRing, to explore how storytelling and problem-solving can unlock entirely new business verticals.Kim shares the origin story of TreeRing, a company that disrupted the traditional yearbook industry with a print-on-demand model, eliminating waste, administrative burden, and unsold inventory for schools. She then explains how the company applied the same philosophy to the travel industry, using AI to transform thousands of travel photos into curated physical keepsakes.The conversation dives into how marketers can enter new industries with curiosity, identify real customer pain points, and build partnerships that scale globally. Kim also highlights the power of listening—using open conversations with cruise operators and travel agents to uncover opportunities like gifting personalized photo books to travelers.For marketers exploring new markets, this episode is a masterclass in customer discovery, storytelling, and building solutions around real human experiences.Guest BioKim Nguyen is the Head of Marketing at TreeRing, a company that revolutionized the traditional yearbook industry with a sustainable, print-on-demand model that eliminates waste and administrative burden for schools.With over 16 years of experience supporting TreeRing’s growth, Kim has helped lead the company’s expansion into new verticals, including the travel industry. By leveraging AI-driven photo curation, TreeRing enables travelers to transform hundreds of digital photos into meaningful physical keepsakes in minutes.Kim specializes in storytelling, customer discovery, and market expansion, helping organizations identify hidden opportunities by deeply understanding customer pain points and behaviors.TakeawaysIdentify real problems first. TreeRing’s success comes from spotting inefficiencies—first in yearbooks, then in travel memories.Print-on-demand changed yearbooks. Schools no longer need to pre-order inventory or deal with unsold books.AI reduces friction. AI-powered photo curation can transform hours of manual work into minutes.Storytelling starts with truth. The best marketing highlights a real problem customers already feel.Customer discovery requires curiosity. Open-ended conversations often reveal opportunities you didn’t anticipate.Partnerships unlock scale. Collaborations with cruise lines like Norwegian and Carnival opened access to thousands of travelers.Focus on the “last mile” of experiences. Many travel brands neglect what happens after the trip ends—where memories are relived.Entering new verticals requires humility. Approaching industries with a blank-slate mindset helps uncover insights faster.Chapters 00:00 Introduction to Kim Nguyen and TreeRing 01:16 How TreeRing Disrupted the Traditional Yearbook Model 03:22 Identifying a New Opportunity in Travel Memories 04:49 Why AI Makes Photo Book Creation Frictionless 07:51 Expanding from Education to Travel Markets 10:00 Building Partnerships with Cruise Lines 11:53 Scaling Through Enterprise Travel Partnerships 13:00 Learning Customer Pain Points Across Travel Businesses 15:21 Discovering the Travel Agent Photo Book Opportunity 18:46 The Power of Curiosity When Entering New Industries 20:02 Why Listening Beats Being the “Know-It-All” Marketer 20:11 Where to Learn More About TreeRingLinkedInFollow Kim Nguyen on LinkedIn Follow Vince Quinn on LinkedIn

In this episode of Future Fuzz, Vince Quinn sits down with Dan Lowden, Chief Marketing Officer at Blackbird.ai, to unpack one of the fastest-growing threats facing organizations today: narrative attacks driven by disinformation, misinformation, and deepfakes.Dan explains how AI has dramatically lowered the barrier to creating convincing false content that can manipulate stock prices, damage brand reputation, target executives, and even threaten national security. He introduces the concept of Narrative Intelligence—a new category identified by Gartner—as a proactive way for companies to detect harmful narratives before they spiral out of control.The conversation explores how organizations should respond when false narratives gain traction, why real-time data is critical for crisis decisions, and how cross-functional “fusion centers” are becoming essential in managing modern reputation risk. They also discuss the upside: how brands can identify and amplify positive narratives to build trust and loyalty.If you care about brand protection, crisis management, AI risk, or the future of trust in the digital age, this episode is essential listening.Guest BioDan Lowden is the Chief Marketing Officer at Blackbird.ai, a leading Narrative Intelligence company that helps organizations detect and mitigate disinformation-driven narrative attacks.With over two and a half years at Blackbird.ai, Dan plays a key role in educating enterprises, government agencies, and global organizations about the emerging threat of AI-powered misinformation, deepfakes, and coordinated narrative manipulation.Under his leadership, Blackbird.ai has helped define and lead the newly recognized category of Disinformation Narrative Intelligence, empowering companies to proactively identify harmful narratives across social media, news, and the dark web—before they cause financial, operational, reputational, or physical harm.TakeawaysAI has dramatically lowered the barrier to creating convincing deepfakes and disinformation.Narrative attacks can cause financial, reputational, operational, and even physical harm.A single post can evolve into a large-scale narrative across multiple platforms.You cannot rely on social platforms to “take it down” once a narrative spreads.Real-time narrative intelligence enables faster, more strategic crisis decisions.Companies are forming cross-functional “fusion centers” to respond to modern reputation threats.Authenticity and trust are fragile—one bad narrative can undo years of brand equity.Positive narratives should be identified and amplified strategically.Brands must earn trust consistently; inauthentic behavior gets exposed quickly.Knowing the full narrative landscape (positive, neutral, negative, harmful) creates both protection and opportunity.Chapters 00:00 Introduction to Dan Lowden and Blackbird.ai 00:34 What Is Narrative Intelligence? 02:18 Why Disinformation and Deepfakes Are Exploding 03:56 The Rise of AI-Powered Narrative Attacks 05:30 Why Companies Must Take This Threat Seriously 07:29 How Organizations Should Respond to False Narratives 09:48 The Importance of Real Data in Crisis Decisions 10:46 Identifying and Leveraging Positive Narratives 13:37 Authenticity, Trust, and Brand Vulnerability 16:38 The “Fusion Center” Approach to Crisis Management 18:13 How to Learn More About Blackbird.ai 19:14 Final Thoughts on Trust in the AI EraLinkedInFollow Dan Lowden on LinkedInFollow Vince Quinn on LinkedIn