#24 Steve Patti — 4Ps and what tech CMOs miss about brand

Sara Loretta is an entrepreneur, digital strategist, and operations consultant based in Austin, Texas. She is the founder and Chief Digital Architect of SYSTMS™, a consultancy specializing in helping service-based businesses streamline their workflows and scale effectively. With over a decade of experience in data management, compliance, and business development, Sara focuses on designing tools and strategies to support asynchronous and remote work environments globally.DOTS PODCAST ON ALL PLATFORMSYouTube: https://youtube.com/playlist?list=PLJhdYWtEVH6R9lX2exP_8ni9YGKNTZ1b8&si=4s69nrKCahy5vQ5OSpotify: https://open.spotify.com/show/2z0Vgy7eNR6XSk3M0uSugp?si=eb5369dea4314099 Apple: https://podcasts.apple.com/us/podcast/dots-podcast-of-paul-syng/id1557392269  Podcasters: https://podcasters.spotify.com/pod/show/paulsyngREAD PLATONIC BLOGhttps://paulsyng.com/blog/NEED HELP WITH A COMPLEX CHALLENGE? https://paulsyng.comSPEAKER LINKSHost, Paul Syng:https://x.com/paulsynghttps://www.linkedin.com/in/paulsyng/Guest, Sara Lorettahttps://x.com/thesaralorettahttps://www.linkedin.com/in/saraloretta/CHAPTERS00:00 Prioritizing Emotional Well-being18:19 "Gratitude and Paying It Forward"33:48 Perception Filters and Decisions49:56 Empowering Solutions for Community Needs01:12:24 "Mastering Gap-Filling in Business"01:29:04 Viral Scandal Involving Sarah01:42:50 "Pursuing Growth Without Virality"01:49:38 Overcoming Self-Limiting Beliefs02:15:15 Finding Language in Operations02:21:21 Solopreneurship and Self-Management Goals02:42:22 Targeted Quiz for Business Insights02:56:44 Streamlining Work with Emojis and Ideas

Steve Patti is a seasoned marketing strategist with over 35 years of extensive experience. He has navigated a successful career marked by three significant phases. The journey began with a decade dedicated to working within diverse enterprise environments, ranging from small businesses to a Fortune 500 tech giant generating $5 billion in revenue. Building on this foundation, Steve launched a marketing consulting firm, scaling it impressively from zero to $20 million within three years, collaborating with prominent brands such as Visa, Intel, American Express, and Dell. The most recent chapter of this career has been characterized by roles as a growth advisor, serving as a full-time or fractional CMO and undertaking strategic growth roles that bridge sales and marketing for companies with revenues up to $160 million. This blend of corporate, entrepreneurial, and advisory experience showcases a profound expertise in driving growth and innovation.DOTS PODCAST ON ALL PLATFORMSYouTube: https://youtube.com/playlist?list=PLJhdYWtEVH6R9lX2exP_8ni9YGKNTZ1b8&si=4s69nrKCahy5vQ5OSpotify: https://open.spotify.com/show/2z0Vgy7eNR6XSk3M0uSugp?si=eb5369dea4314099 Apple: https://podcasts.apple.com/us/podcast/dots-podcast-of-paul-syng/id1557392269  Podcasters: https://podcasters.spotify.com/pod/show/paulsyngREAD PLATONIC BLOGhttps://paulsyng.com/blog/NEED HELP WITH A COMPLEX CHALLENGE? https://paulsyng.comSPEAKER LINKSHost, Paul Syng:https://x.com/paulsynghttps://www.linkedin.com/in/paulsyng/Guest, Steve Patti:https://www.linkedin.com/in/stevepatti/CHAPTERS00:00 Three Decades of Business Leadership10:41 Rethinking Marketing Beyond Pipelines13:23 "Product Marketing: Core Function Importance"22:04 Marketing Career Crossroads Choices23:27 "Embrace Change or Enhance Skills"30:35 CMO Reporting Beyond Numbers38:09 "Marketing's Role in Employer Branding"39:14 Align HR and Finance for Recruitment45:01 "Brand Accelerates Demand"53:06 Marketing Strategies and Leadership Buy-In57:02 "Measure Brand Marketing Effectively"01:04:11 "New Marketing Alignment Proposal"01:08:20 Problematic Marketing Partnership Dynamics01:10:35 "Performance Data Disconnect"

Cecilia Ambros is a trained fine artist who has seamlessly transitioned from painting with colours and digital designs to "painting with data." Leveraging a versatile skill set, Cecilia embraces the challenge of learning new domains, thriving even without initial subject matter expertise. Her remarkable career has led her through unexpected opportunities, including roles at prestigious companies such as banks and Amazon. DOTS PODCAST ON ALL PLATFORMS YouTube: ⁠https://youtube.com/playlist?list=PLJhdYWtEVH6R9lX2exP_8ni9YGKNTZ1b8&si=4s69nrKCahy5vQ5O⁠ Spotify: ⁠https://open.spotify.com/show/2z0Vgy7eNR6XSk3M0uSugp?si=eb5369dea4314099⁠ Apple: ⁠https://podcasts.apple.com/us/podcast/dots-podcast-of-paul-syng/id1557392269⁠ Podcasters: ⁠https://podcasters.spotify.com/pod/show/paulsyng⁠ READ PLATONIC BLOG ⁠https://paulsyng.com/blog/⁠ NEED HELP WITH A COMPLEX CHALLENGE? ⁠https://paulsyng.com⁠ SPEAKER LINKS Host, Paul Syng: ⁠https://x.com/paulsyng⁠ ⁠https://www.linkedin.com/in/paulsyng/⁠ Guest, Cecilia Ambros: https://www.linkedin.com/in/conceptualthinking/ CHAPTERS 00:00 Small studio grew; pursued MBA for job. 05:36 Missing two MBA classes; career shifts rapidly. 12:18 Differences in design approach: Nike, Amazon, Loblaws. 17:32 Observing brand adaptation, design validation differs greatly. 26:16 Nike tested gear innovations with University of Oregon. 32:21 Man's intellect challenged value of product branding. 36:50 Navigating creative differences between brands and agencies. 42:42 Nike nurtures curiosity, aligning designers across disciplines. 46:43 Understanding athlete rigor enhances design inspiration. 53:02 Nike's coaching philosophy shaped my leadership journey. 58:26 Impressed by leaders’ rapid document understanding skills. 01:03:51 Evolving client relationships through digital transformation. 01:08:33 Nike, Amazon, and Chase share service values. 01:12:28 Shattered ankle, long recovery, first hospital experience.

Josh Lowman founded Gold Front, an agency that’s helped major players like Stripe, Uber, and Clari carve out new market categories. Josh and his team focus on business strategy, positioning, and brand design, working with top CEOs, founders, and CMOs who want to be different in their industries. But that’s not all. Josh is also passionate about sharing his insights for free through his newsletter, LinkedIn, and live workshops. When he’s not shaping the future of tech brands, you can find him hanging out with his daughters or rooting for the Detroit Lions—a test of loyalty if there ever was one! DOTS PODCAST ON ALL PLATFORMS YouTube: https://youtube.com/playlist?list=PLJhdYWtEVH6R9lX2exP_8ni9YGKNTZ1b8&si=4s69nrKCahy5vQ5O Spotify: https://open.spotify.com/show/2z0Vgy7eNR6XSk3M0uSugp?si=eb5369dea4314099  Apple: https://podcasts.apple.com/us/podcast/dots-podcast-of-paul-syng/id1557392269   Anchor: https://podcasters.spotify.com/pod/show/paulsyng READ PLATONIC BLOG https://paulsyng.com/blog/ NEED HELP WITH A COMPLEX CHALLENGE?  https://paulsyng.com SPEAKER LINKS Host, Paul Syng: https://x.com/paulsyng https://www.linkedin.com/in/paulsyng/ Guest, Josh Lowman: https://www.linkedin.com/in/joshlowman/ Gold Front | Apex - Case Study https://www.goldfront.com/work/real-performance-apex CHAPTERS 00:00 Welcome Josh Lowman 02:38 How Josh created Gold Front (A category design studio) 11:53 Connecting the dots from strategy to execution 22:14 Category vs 'Brand' and why words you use matter 29:55 Positioning in category strategy 36:27 One thing that drives Josh about Gold Front 40:11 Apex case study 44:25 Working with founders and CEOs 50:07 3001 Questions all about me

Alex Smith is a strategist, writer, and advisor to CEOs and founders. He is the founder of Basic Arts, and he helps create brands that stand alone in their markets and bring true value to people. It’s my goal to increase strategic understanding and expertise among founders since it’s not only widely misunderstood but often completely overlooked. DOTS PODCAST ON ALL PLATFORMS YouTube: https://youtube.com/playlist?list=PLJhdYWtEVH6R9lX2exP_8ni9YGKNTZ1b8&si=4s69nrKCahy5vQ5O Spotify: https://open.spotify.com/show/2z0Vgy7eNR6XSk3M0uSugp?si=eb5369dea4314099  Apple: https://podcasts.apple.com/us/podcast/dots-podcast-of-paul-syng/id1557392269   Anchor: https://podcasters.spotify.com/pod/show/paulsyng READ PLATONIC BLOG https://paulsyng.com/blog/ NEED HELP WITH A COMPLEX CHALLENGE?  https://paulsyng.com SPEAKER LINKS Host, Paul Syng: https://x.com/paulsyng https://www.linkedin.com/in/paulsyng/ Guest, Alex Smith: https://www.linkedin.com/in/alex-m-h-smith/ 00:00:00 Meet Alex, monetize your quirks 00:03:42 Alex's unconventional path to strategy 00:15:03 An act of mischief 00:28:07 Elephant, monkey and a fish climb a tree 00:35:34 No one is buying strategy 00:43:15 What is 'strategy' and understanding founder motivations 00:55:33 Understand the person and their context first 01:05:17 Positioning and Simon Sinek's 'Why?' 01:14:26 Fame ≠ expertise 01:32:05 How Alex built an audience of 90k on LinkedIn 01:48:47 3001 Questions all about me

Steve Patti is a seasoned marketing strategist specializing in helping B2B companies align their marketing efforts with how their Ideal Customer Profiles (ICPs) really buy. He excels in three core areas: 1. Aligning marketing strategy with genuine buyer behaviour by integrating brand, demand, and customer expansion, while debunking common marketing myths like fake funnels and false intent signals. 2. Centering ICPs in content strategies by involving them as expert guests and contributors, thereby boosting content credibility, distribution, and engagement. 3. Accelerating the development of first-time CMOs, guiding them to quickly and effectively take on leadership roles. Steve's extensive experience spans across both B2B and B2C sectors, including cloud hosting, SaaS, telecom, banking, and augmented reality. He has held leadership roles as a $20MM Founder/CEO, agency VP, and startup advisor, and serves as an adjunct professor of Entrepreneurship & Marketing. Clients praise Steve for his no-nonsense, actionable advice that brings clarity and focus to their marketing strategies. DOTS PODCAST ON ALL OTHER PLATFORMS Spotify, Apple, Anchor & more: ⁠ https://podcasters.spotify.com/pod/show/paulsyng READ PLATONIC BLOG https://paulsyng.com/blog/ NEED HELP WITH A COMPLEX CHALLENGE? https://paulsyng.com SPEAKER LINKS Host, Paul Syng: https://x.com/paulsyng https://www.linkedin.com/in/paulsyng/ Guest, Steve Patti: https://www.linkedin.com/in/stevepatti/ CHAPTERS 00:00:00 Hello, Steve Patti 00:04:27 Getting the fundamentals right (Marketing 101) 00:11:02 Three reasons marketing and sales folks are at odds with each other 00:18:35 Organizing teams and resources around the customer 00:28:56 Everyone must get on customer calls 00:34:04 How to deprogram demand gen cults 00:48:37 Why marketers need to use Elon Musk's playbook 00:53:40 On growth mindset 00:59:16 Summarizing the key points 01:02:03 3001 Questions all about me 01:04:13 Closing remarks

Paul helps Sales and Service leaders implement SwitchGear Operating Systems. These systems have had a significant impact. - Sales Acceleration System: $100M revenue growth - LEAD System: $34M added to bottom-line - Trusted Advisor System: Increased customer loyalty - 750+ leaders graduated from programs - 14,000+ frontline employees impacted DOTS PODCAST ON ALL OTHER PLATFORMS Spotify, Apple, & more: ⁠ https://podcasters.spotify.com/pod/show/paulsyng READ PLATONIC BLOG https://paulsyng.com/blog/ NEED HELP WITH A COMPLEX CHALLENGE? https://paulsyng.com SPEAKER LINKS Host, Paul Syng: https://x.com/paulsyng https://www.linkedin.com/in/paulsyng/ Guest, Paul Hicks: https://www.linkedin.com/in/wphicks/ CHAPTERS 00:00:00 Who is Paul Hicks? 00:06:03 Role of feedback and having a mentor 00:13:12 Distinction between mentors and coaches 00:15:42 Memborable coaching moments 00:26:02 Common mistakes sales leaders make 00:54:13 Asking questions as your superpower 01:05:11 Doubling valuation by articulating the problem 01:21:15 Helping front-line workers navigate through the pandemic 01:45:04 Early stages of AI being implemented in sales 02:02:30 How do you navigate and prepare for AI at work? 02:11:22 How to build rapport on a sales call? 02:15:35 What sales leaders need to do right away 02:23:53 What did the CSO say to the CMO? 02:29:22 3001 questions all about me 02:30:20 Final words and closing remarks

Andrea Guertin is a seasoned design strategist and innovation leader currently heading Design & Co-creation at Kyndryl Vital Canada. With a Master's in Social Design, she has held key positions at Bridgeable, Deloitte, and Gensler, specializing in bridging business strategy with design thinking. Guertin's expertise lies in facilitating executive-level workshops, driving organizational transformation, and implementing human-centred design approaches across various industries. From her early days as a design strategist to her current role as a transformational leader, Andrea Guertin has consistently pushed the boundaries of innovation and design in business. Her journey includes founding a B2B market research firm, teaching service design at the college level, and advising executives on inclusive design. Guertin's career is marked by a commitment to solving complex challenges through creative problem-solving and co-creation, leaving a significant impact on organizations ranging from startups to global consultancies. 👉🏼 DOTS PODCAST ON ALL OTHER PLATFORMS Spotify, Apple, Anchor & more: ⁠ https://anchor.fm/PAULSYNG⁠ 👉🏼 SUBSCRIBE TO SQUAD — A WEEKLY DIGEST Dive deep into business, brand and strategy every Tuesday. https://dashboard.mailerlite.com/forms/114937/68230051490956385/share 👉🏼 READ PLATONIC BLOG https://paulsyng.com/blog/ 👉🏼 NEED HELP WITH A COMPLEX CHALLENGES? https://paulsyng.com 👉🏼 SPEAKER LINKS Host, Paul Syng: https://x.com/paulsyng https://www.linkedin.com/in/paulsyng/ Guest, Andrea Guertin: https://www.linkedin.com/in/andreaguertin/ 👉🏼 CHAPTERS 00:00:00 Modelling gig story 00:01:36 How do you say 'Guertin' by the way? 00:03:14 Who is Andrea Guertin? 00:06:50 A designer who no longer designs 00:11:27 Where GREAT designers and consultants overlap 00:22:41 Telling people vs taking them along 00:29:02 Be confident in being the dumbest person in the room 00:32:26 Embrace the messy nature of the work 00:36:01 Curiosity over conclusions 00:44:28 Why consulting gets a bad reputation? 00:50:44 Secrets of facilitation no one talks about 00:58:15 How quality of your questions builds trust 01:08:44 USA vs Canada 01:20:22 The 'S' word (strategy) 01:23:43 Andrea shares personal stories about being a mom 01:39:32 What led to Andrea leaving her job as the CEO 01:45:03 Nerd out on strategy 02:08:34 What the client is asking for vs what they need and want 02:16:12 Role of curiosity in your job search and advice for women 02:24:43 3001 Questions all about me 02:32:33 Final words, closing remarks

Tom's work focuses on long-term strategic visioning and implementation, executive management, board management, team building, stakeholder relations, storytelling in digital media, and government relations. He is a proud human rights advocate, an experienced consultant, and formerly a journalist and entrepreneur. At the Arctic Research Foundation, Tom develops and implements long-term strategy, oversees hiring, budgeting, communications and the management of relationships with community, government, corporate and university partners; seven research vessels; five renewable-powered Arctic-hardened laboratories; and ARF's ArcticFocus website and Arctic Research Database. As a Senior Political Consultant, Tom led the federal Green Party's Rapid Response Team in the 2018 federal election and advised Annamie Paul during her successful campaign for GPC leadership. Tom was also Director of News and Digital at VICE Canada, an editor at the Toronto Star, and a reporter at Maclean's Magazine.  He also worked as the Executive Director of Canadian Journalists for Free Expression, which protects the right to free expression in Canada and worldwide. Originally from New Brunswick, Tom has consulted on and helped pass crucial legislation in Canada and Ontario. This includes reforming Bill C-51, successfully lobbying for Canada’s first Press Shield Law, and passing Ontario’s anti-SLAPP legislation. He helped fight against a major crackdown on the free press in Croatia, a fight which had a major part in the formation of a new, democratically elected government. Tom has successfully advocated for the release of jailed journalists worldwide and has facilitated the disbursement of dozens of life-saving grants to journalists in distress throughout the globe.  As a journalist, Tom covered everything from food insecurity, resource extraction, serial killers, and the Toronto International Film Festival. He’s also launched numerous digital and print products, including Canada’s first national Web TV program, Macleans: TV, and the Toronto Star’s Small Business Section and Star Business Club. A former videographer and small business owner, Tom has also designed, patented and licenced innovative products for shooting video with digital SLRs. SPEAKER LINKS Host, Paul Syng: ⁠⁠https://linktr.ee/paulsyng⁠⁠ Guest, Tom Henheffer: ⁠https://www.arcticfocus.org/⁠ EPISODE LINKS Spotify, Apple, Anchor & more: ⁠⁠https://anchor.fm/PAULSYNG⁠⁠ 00:00:00 Who is Tom Henheffer 00:03:48 Tom's career in journalism 00:07:44 Decline of journalism 00:15:30 The business of journalism 00:24:01 Canadian media and social media 00:28:17 What is the Artic Research Foundation? 00:39:29 Blackberry CEO Jim 00:41:11 Politics and planet 00:49:44 Procurement and the planet 00:53:44 How to get involved with ARF 00:58:15 3001 Questions all about me

Throughout his career, Bill has been obsessed with helping businesses discover their true purpose – and turning that insight into exceptional experiences that bind brands and their customers together. Whether helping launch the CarFax Vehicle History Report to the consumer market, positioning Delsey as North America’s lightweight luggage leader or preparing start-ups like Bleep CPAP to disrupt their category, Bill has been passionate about turning consumer insight into category leadership. He believes that every brand has the potential to dominate their category – to create a contagious, market-shattering impact on their customers and competition. Since 1998, Bill has created brand strategies and creative campaigns for more than 300 brands around the globe. He has engaged audiences for brands like EverBank, Music & Arts, Delsey Luggage, Red Hot & Blue, Denny’s, Precision Tune and Enterprise Rent-a-Car, to name a few. On their behalf, Bill uncovered unique insights into the consumer set, created campaigns that positively disrupted their categories and caused countless competitors sleepless nights.  Bill is an optimist at heart. He believes that every good idea has a passionate message standing behind it.  SPEAKER LINKS Host, Paul Syng: ⁠https://linktr.ee/paulsyng⁠ Guest, Bill Harper: https://brandbosshq.com/ EPISODE LINKS Spotify, Apple, Anchor & more: ⁠https://anchor.fm/PAULSYNG⁠ CHAPTERS 00:00:00 Welcome to the show, Bill! 00:05:17 What is a brand? 00:11:20 Breaking the myth of B2B vs B2C 00:19:30 Tow truck story 00:27:13 Helping clients get out of their own way 00:31:27 The creative genius Rolodex 00:40:53 From toxic relationship to true partner 00:56:00 Are you willing to be great? 01:07:02 The right person and the right vision 01:23:02 Eight powerful ideas 01:33:51 Brand is agnostic to what and how you do it 01:38:12 How to bring internal and external stakeholders on the journey 01:44:02 When internal adoption fails 01:57:10 How to build an audience by being irrelevant 02:06:00 What to do with negative comments 02:12:05 Haters grow your brand and audience 02:16:23 How much time Bill spends on making content 02:22:05 3001 Questions all about me 02:23:52 Summarizing the second half 02:32:08 Closing remarks