In this episode, host Reed Hansen, Chief Growth Officer at MarketSurge, sits down with John Dwyer (JD) — founder of The Institute of WOW and one of the most unapologetic voices in direct response marketing.

JD doesn’t believe in “spray and pray” advertising, brand vanity metrics, or waiting patiently for results. His philosophy is simple:
👉 Marketing exists to make the cash register ring. Period.

From helping small businesses generate avalanche-level leads on tiny budgets, to orchestrating iconic campaigns that brought Jerry Seinfeld into the world of banking ads, JD breaks down what actually works — and why most businesses are doing it wrong.

💥 What You’ll Learn in This Episode:

• The difference between branding and direct response (and why small businesses can’t afford to confuse the two)
• JD’s problem → solution → proof → incentive framework that drives fast results
• Why incentives outperform discounts (and the psychology behind it)
• How contests and giveaways can generate thousands of high-intent leads
• The “WOW factor” that allows challenger brands to beat industry giants
• Real-world case studies from dentists, landscapers, dog food brands, banks, and more

If you’re a business owner, marketer, or agency tired of guessing and hoping your ads work — this episode will challenge how you think about marketing forever.

🔗 Connect with John Dwyer & The Institute of WOW

🌐 Website: https://theinstituteofwow.com/
💼 LinkedIn: https://www.linkedin.com/in/instituteofwow/
📘 Facebook: https://www.facebook.com/theinstituteofwow

📈 About MarketSurge
At MarketSurge, we help businesses grow smarter, faster, and louder with systems that turn marketing into measurable revenue — not just noise.

👉 Learn more: https://marketsurge.io
🎧 Subscribe to the podcast: https://marketsurge.transistor.fm/

If this episode helped you think differently about marketing, don’t forget to like, subscribe, and share — and drop a comment with your biggest takeaway.

In this episode of Inside Marketing with MarketSurge, we dive into a topic most companies think they understand — but few actually do well: cross-cultural integration.

We’re joined by Sandra Bonifacio, cross-cultural leadership coach, emotional intelligence expert, and founder of XPattitudes, to unpack why cross-cultural teams break down, how emotional misunderstandings derail performance, and what leaders can do to build truly inclusive, high-performing teams in a global workplace.

Whether you lead remote teams, manage expats, or work across cultures daily — this conversation is a must-watch.

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💡 What You’ll Learn

* Why cross-cultural integration fails even in well-intentioned companies
* The hidden emotional challenges expats and multicultural teams face
* Why “culture fit” can quietly kill creativity and retention
* How communication styles, feedback, humor, and work-life balance differ across cultures
* What leaders can do to build empathy, trust, and psychological safety
* Practical habits leaders can use to support expats and diverse teams

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👉 Key Highlights

* Cross-cultural training isn’t optional — it’s a leadership responsibility
* Emotional intelligence matters as much as technical skills
* Misunderstandings often come from tone, feedback style, and unspoken expectations
* Active listening and compassion are core leadership skills in global teams
* Strong multicultural teams don’t happen by accident — they’re designed

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👤 About Our Guest
Sandra Bonifacio is a cross-cultural leadership coach and emotional intelligence expert with over 20 years of experience helping leaders, teams, and global organizations navigate cultural transitions. She specializes in cultural sensitivity, emotional intelligence, multicultural leadership, and supporting expats and their families through professional and personal change.

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🔗 Connect with Sandra
Website: https://xpattitudes.com
LinkedIn: https://www.linkedin.com/in/sandra-bonifacio-8a66328/
Instagram: https://www.instagram.com/xpattitudes_sandrabonifacio/

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📈 About MarketSurge
At MarketSurge, we help businesses turn tools into systems — and systems into growth.
If you want automation that feels personal and performs like a team of 10, you’re in the right place.

🧠 Want to talk strategy or see it in action?
🎯 Book your 15-minute Value or Free Coffee Call:
https://link.marketsurge.io/widget/bookings/15minutevalueorfreecoffee

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🔗 Useful Links
Website: https://marketsurge.io
Facebook Page: https://www.facebook.com/profile.php?id=100035121171654
LinkedIn: https://www.linkedin.com/company/marketsurgeio
X / Twitter: https://x.com/marketsurging
Podcast:https://marketsurge.transistor.fm/

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👍 If this episode helped you think differently about leadership, culture, and communication — like, subscribe, and share it with someone managing a global or diverse team.

In this episode of Inside Marketing with MarketSurge, Reed Hansen sits down with Russ Evans, Partner at ZS, to explore how AI is fundamentally changing consumer insights, brand strategy, and customer experience.

Russ leads ZS’s B2C practice, working with Fortune 100 brands to turn massive amounts of data into actionable insight — and insight into real business growth. This conversation goes beyond AI hype and into how brands can actually use AI to uncover hidden truths, map better customer journeys, and connect brand health to revenue.

If you’re a marketing leader, strategist, or founder trying to make sense of AI’s real impact on customers, this episode is required listening.

💡 What You’ll Learn:

• The biggest misconceptions brands still have about AI-driven insights
• How AI fits into the modern insights workflow (and where humans still matter)
• Why unstructured data is a goldmine most brands ignore
• Real examples of “unknown unknowns” uncovered through AI analysis
• Common mistakes brands make when mapping customer journeys
• Why most journey maps fail — and how to fix them
• How to actually measure brand health in a way that connects to revenue
• What agentic AI means for the future of marketing and insights

👉 Key Highlights:

✅ AI as an Insight Engine – How brands are using AI to ask better questions, not just analyze data
✅ Hidden Customer Behavior – Why observation beats surveys in uncovering new opportunities
✅ Journey Mapping Done Right – How to turn journey maps into living, operational tools
✅ Brand Health Metrics – Why too many KPIs kill clarity (and what to focus on instead)
✅ The Next Wave of AI – What autonomous AI agents mean for insights teams

📈 At MarketSurge, we help you turn data, tools, and ideas into systems that drive real growth.
If you want marketing that’s smarter, more connected, and built to scale — you’re in the right place.

🧠 Want to talk strategy or see it in action?
🎯 Book your 15-minute Value or Free Coffee Call:
👉 https://link.marketsurge.io/widget/bookings/15minutevalueorfreecoffee

🔗 Guest & Resource Links

🌐 ZS Consulting: https://www.zs.com

🔗 MarketSurge Links

🌐 Website: https://marketsurge.io
📘 Facebook Page: https://www.facebook.com/profile.php?id=100035121171654
💼 LinkedIn: https://www.linkedin.com/company/marketsurgeio
🐦 X / Twitter: https://x.com/marketsurging
🎙️ Podcast: https://marketsurge.transistor.fm/