Most companies make the mistake of letting customers set the rules for value. Anthony DeShazor says that’s the fastest way to lose renewals - even when you’re driving real impact. Alyssa Nolte digs in with him on how to rethink value, measure it the right way, and lead customers to see the bigger picture.

Anthony shares hard-won lessons from his time as Chief Customer Officer, where improving performance actually made the metrics look worse. Together, Alyssa and Anthony explore how to shift the conversation, set better expectations, and create customer relationships that last.

Why listen: This is for customer success, revenue, and leadership teams who feel stuck playing defense on churn. If you’ve ever delivered results but still struggled to prove value, this conversation will challenge how you think.

3 key takeaways:

• Why letting customers define value can backfire (and how to reset the conversation)
• How to connect your definition of value to what customers already track
• Why multi-threading and ongoing change management are essential in today’s fast-moving market

The Growth Signal is about rethinking the future of customer relationships. This episode with Anthony DeShazor will leave you asking: are you letting your customers decide your worth or are you leading the conversation?

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.

Flying Blind with Your Data? Most businesses collect piles of numbers but never know what to do with them. Philippa Gamse calls it “flying blind.” Alyssa Nolte digs in with her to rethink how we use analytics to drive real results.

If you’ve ever felt overwhelmed by dashboards, unsure which numbers matter, or worried you’re missing sales you can’t see... this episode is for you. Philippa shows how to cut through the noise and focus on the metrics that actually move your business forward.

Why listen: Philippa Gamse has worked with top organizations to make their websites more profitable, and she’s sharing the same lessons with you. Alyssa Nolte pushes past the buzzwords to ask the questions every business leader needs to hear.

Key takeaways:

• Collecting data without action is a waste—you need a plan or you’re just “flying blind.”
• Not all data is good data. The right 9 (or fewer) KPIs will give you more clarity than 90 random numbers.
• Your customer journey is more than traffic and sales. The “messy middle” behaviors may hold your best growth signals.

Ann Carden says the problem isn’t talent - it’s how you show up, price, and position yourself. Alyssa Nolte sits down with Ann to rethink why so many smart, skilled people are overlooked while others with less experience win the market.

If you’ve ever felt invisible, underpriced, or unsure how to turn your expertise into the right kind of clients, this conversation will change how you think about your value.

Why listen? Ann shares real stories from her work helping experts land $50k–$400k clients, while Alyssa opens up about her own journey of learning to charge for work that is worth doing.

Key takeaways:

• Influence matters more than titles… you don’t need to be an “influencer,” but you do need influence.
• Confidence in your price sets the tone - clients feel it when you’re unsure.
• The right positioning attracts better clients who pay more, move faster, and respect your time.

This episode is for anyone ready to stop playing small and start rethinking how expertise and customer relationships really grow.

The customer is in control. The old playbook doesn’t work. Too many companies are still surrendering instead of rethinking how they connect with buyers.

Alyssa Nolte sits down with Brandi Starr to talk about why customer expectations have changed, what businesses are getting wrong, and how leaders can take back control without forcing buyers into outdated processes. If you’ve ever wondered why your sales and marketing tactics aren’t landing the way they used to, this conversation will hit home.

3 key takeaways:

• Customers now control 80–90% of their buying journey before talking to sales.
• Old tactics like endless forms and scripted calls are creating friction, not results.
• Companies that rethink their customer journey can turn buyers into long-term champions.

This is an honest look at how to stop surrendering and start building customer relationships that last.

James Mills believes growth doesn’t come from burning out. It comes from smarter systems, better strategy, and rethinking how we use our time.

Alyssa Nolte and James dive into what it takes to build real customer relationships in a world that pushes us to be “always on.” This is for anyone trying to grow a business without losing themselves in the grind.

Why listen: If you’ve ever felt pressure to hustle 24/7, this conversation will challenge that thinking. James shares lessons from coaching financial professionals and building his own firm, while Alyssa connects it back to the realities of startup life.

Key takeaways:

• Why systems and strategy matter more than endless hustle
• How to balance quick transactions with long-term relationships
• The tools and tech that can give you back your freedom