186. Why the Fastest-Growing Brands Start With “Who,” Not “What”

Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product. But the fastest-growing brands today start somewhere very different: with who they’re growing with. In this episode, Sonia Thompson breaks down the mindset shift powering today’s fastest-growing brands — the shift from focusing on tactics to focusing on people. As the first episode in the Growth Marketing series, this conversation reframes how brands should think about growth in a market shaped by identity, community, and evolving customer expectations. Sonia explains why effective growth marketing begins with understanding people, not platforms — and how brands that lead with “who” are better positioned to build loyalty, relevance, and sustainable growth. You’ll also hear how well-known brands have grown by serving specific growth communities instead of chasing every new channel or trend. You’ll learn: Why growth marketing starts with people, not tactics or platforms How focusing on “who” changes how brands design strategy How growth communities drive loyalty and long-term performance Practical ways to identify the audiences that will fuel your next stage of growth How starting with “who” leads to stronger, more sustainable results Whether you lead marketing for a global brand or run a growing business, this episode will help you design growth marketing strategies that start with people — and scale with intention. Because when you start with who, the what takes care of itself.