Rich Kozak has spent nearly 50 years shaping brands, and his hot take will stop you in your tracks. He says your brand isn’t what you believe it to be - it’s the perception in the minds of the people you most want to impact. Alyssa Nolte sits down with Rich to rethink what branding really means and why most of us have been looking at it the wrong way.

This conversation goes beyond logos, colors, and taglines. It’s about clarity, consistency, and building a brand that truly connects with people. If you’ve ever felt unsure about how to talk about your work, or why your message doesn’t land the way you want, this episode is for you.

Why listen: Rich brings decades of experience and real-world examples that show branding is not fluff, it’s a process that can change how people see you and how you grow. Alyssa challenges him with questions every business leader asks, and together they unpack what it takes to build trust and impact.

3 key takeaways:

• Your brand is not your story...it’s the perception in the mind of the people you want to impact.
• Consistency in your message builds trust; inconsistency breaks it fast.
• Clarity in branding is not opinion, it’s a process that shapes how customers see your value.

This episode is a must-hear if you want to stand out, attract the right clients, and grow with purpose.

Every purchase, from a cup of coffee to a new car, is shaped by emotions first, logic second. Dr. Chris Gray joins Alyssa Nolte to unpack the hidden psychology behind why customers choose and what it means for anyone trying to build stronger relationships.

This conversation is a must-listen if you want to rethink how you connect with your buyers. Alyssa brings her own background in psychology and marketing to the table, making it a real dialogue about the science and the practice of customer decisions.

What you’ll take away:

• Emotions always lead- logic just catches up. Learn why that matters for every sale.
• Disruption grabs attention, but relevance keeps it. Discover how to use both.
• The biggest trap in business: thinking you define what’s “relevant.” Your customer decides.

Dr. Chris Gray shares decades of research and real-world stories that change how you see buying behavior. Alyssa Nolte adds her own lessons from building and testing new products. Together, they’ll help you rethink how to win attention, build trust, and create customer relationships that last.

Be Different or Be Dead

Why blending in will kill your business... and what to do instead.

Roy Osing joins Alyssa Nolte to challenge the way we think about customer relationships. He argues that most companies play it safe, repeat the same empty promises, and forget the one thing that truly matters: being different in a way customers actually care about.

This isn’t theory. Roy took a startup to a billion in sales by focusing on what makes people feel seen, valued, and connected. Alyssa pushes on how this applies today, in a world obsessed with AI and trends, and the conversation delivers real lessons for anyone trying to grow.

Why listen? Because if your brand sounds like everyone else, customers won’t notice you or stick around. This episode shows you how to rethink strategy, stop chasing buzzwords, and build loyalty that lasts.

Key takeaways:

• Differentiation only works if it matters to your customer—not just to you.
• Needs are satisfied... cravings drive loyalty and premium growth.
• Emotional connection beats technology hype every time.