Host: Greg Ballard, Founder, 5C Consulting

Guest: Loreta Tarozaite, Strategic Communications Consultant and Founder of Loretta Today

Description: In this episode of "The Adaptive Executive Podcast," Greg Ballard sits down with Loreta Tarozaite to delve into the world of marketing communications, specifically tailored for growth-stage technology companies. They discuss the importance of storytelling in engineering, the transition from outsourcing to in-house marketing, and the evolving landscape with AI integration.

• Marketing in Technology Companies: Loretta explains the unique challenges and strategies for marketing in tech, particularly in B2B contexts with a focus on engineering companies.
• The Role of Marketing Communications: Insights into the functions of marketing communications and how they differ from general marketing.
• Building an Internal Marketing Team: When and how to consider bringing marketing communications in-house.
• AI and Marketing: The impact of AI on marketing strategies, the need for humanization, and maintaining authenticity in digital content.
• Future Skills in Marketing: Discussion on the skills marketers will need to develop to stay relevant with the advent of AI.

Contact Loreta

• LinkedIn - linkedin.com/in/loretatarozaite
• Website - www.loreta.today

Guest: Todd Wilkins, a seasoned executive with extensive experience leading product teams in startups

Discussion Points:

• Background and Career Journey: Todd shares his transition from computer science to leadership roles, emphasizing his interest in user experience, sociology, and supporting small to medium businesses.
• Working with Founders:
• Adaptability and Growth: Founders often face new challenges, requiring them to adapt and grow. They need support in areas they're not fully prepared for, combining a need for learning with their inherent conviction.
• Conviction vs. Stubbornness: Founders are described as having a strong conviction, which can sometimes appear as stubbornness but is crucial for overcoming entrepreneurial hurdles.
• Trust and Understanding: Building trust with founders involves deeply understanding their motivations and the journey they've taken, akin to hostage negotiators understanding their subjects.
• Challenges in Founder-Led Companies:
• Delegation: Founders often struggle with giving direction and power effectively, which are essential for proper delegation.
• Communication: Founders might communicate their vision or mission inconsistently, leading to misinterpretation among team members.
• Strategies for Effective Leadership:
• First Principles Approach: Todd uses a simple framework to break down business operations into core components (revenue, costs, customer acquisition, retention, expansion) to align teams and clarify strategic actions.
• Personal Reflection: Importance of self-awareness and personal growth to be an adaptive leader, which also aids in understanding others.

Contact Information

website - ToddWilkins.com

LinkedIn - linkedin.com/in/toddwilkens

PODCAST INFO

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Podcast Summary:

• Topic: The podcast discusses behavioral neuroscience, focusing on implicit biases and their influence on consumer and political decision-making. Key areas include how these biases affect voting behavior, market research, and ethical considerations in using neuroscience in marketing and political campaigns.
• Guests: - Michelle Nigella, PhD in Behavioral Neuroscience: Specializes in consumer research with insights into political behavior through neuroscience methods like implicit association testing.

Discussion Points:

• Implicit Biases: Michelle explains how implicit association tests reveal unconscious biases, affecting perceptions in both consumer choices and political preferences.
• 2016 Election Analysis: They reference data from the 2016 election where implicit biases against women in leadership were noted, particularly among Republican women, influencing voting behavior.
• Application in Campaigns: Discussion on how campaigns might use such data for targeting voters or shaping campaign messages.
• Neuroscience in Market Research: Exploration of how tools like eye tracking and biometric responses are used to predict consumer behavior, though not as a definitive predictor of market success.
• Ethical Considerations: Privacy, consent, and the influence of research on decision-making are discussed, highlighting the ethical boundaries and public concerns about manipulation.

PODCAST INFO

Leave us a 5-Star Review on Podchaser (If we are not 5 stars yet, email us and let us know where we need to improve.)

Think you'd be a great guest on the show? Apply HERE.