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After spending most of my career in the corporate world, I developed a sharp awareness of a common executive ailment: blind spots.
To be fair, it's not entirely their fault.
CEOs and presidents live and breathe their businesses—it’s their world. So, it's almost unthinkable that they'd miss something crucial. And yet, they often do.
Surprisingly, the last place many leaders look for insight is within: their own people. But that’s exactly where I find the richest information, especially when speaking with front-line employees. The things they know about customer reactions, feedback, and preferences are invaluable. Still, these high-protein insights rarely make it to leadership’s table.
Over decades of exploring what truly moves customers to act, I’ve learned one thing with certainty: the frontliners have the real story.
That’s what inspired the name of my consultancy, The InsideOut Marketer, and, by extension, the name of my podcast, The InsideOut Podcaster.
At the same time, I’ve become a careful observer of what energizes leaders about their brands, products, and missions. When someone is genuinely excited, that enthusiasm becomes contagious—it draws people in without force.
So, I built a career around combining these two vital ingredients:
What matters most to customers + what genuinely excites leadership. When you connect those in a meaningful way, you don’t just market—you create remarkability.
In marketing terms, that’s called positioning. To me, it’s simply about listening closely to craft an authentic message for the audiences that matter most. There’s nothing more rewarding than when these vantage points come together to produce a single sentence that convinces a consumer that a client's product or service better solves a problem or adds greater value than their competitors. Likewise, what whets the appetite on the podcast is the storyteller’s nuance and the unmistakable flavor they bring to each story.
Thanks for reading, watching, and listening.
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