Afleveringen
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Just because itâs B2B doesnât mean it has to be boring.
This week on Soul & Science, Jason sits down with Jim Lesser, Chief Brand Officer at ServiceNow, the enterprise platform helping organizations simplify workflows and put AI to work across their business.
Before stepping into the world of B2B tech, Jim led award-winning campaigns as CEO and Executive Creative Director at BBDO San Francisco, including the well-known "Imagine the Possibilities" campaign for Barbie. He shares how creative thinking, operational reinvention, and a people-first approach have shaped his leadership path.
Jim talks about what it really takes to build an emotional connection in B2B marketing, why âmarketing the marketingâ matters more than ever, and how making yourself useful can unlock the next opportunity in your career.
Whatâs Inside:
â Lessons from Jimâs rise from agency receptionist to CEO to Chief Brand Officer
â Why managing creatives is harder, and maybe more valuable, than mastering spreadsheets
â How ServiceNow is building a more human, recognizable brand in the B2B space
â The thinking behind ServiceNow University and the companyâs growing community of users
Memorable Moments:
đĄ âMake yourself useful, and your next opportunity will find you.â
đĄ âCool sh*t with cool people. Thatâs the billboard.â
đĄ âIf the product is innovative, the marketing should be too.â
Brought to you by Mekanism. -
From Prime to Chamberlain Coffee, influencers are making serious moves into the beverage aisle.
In this Soul & Science mini-episode, Jason unpacks the rise of creator-led drink brandsâand why the beverage industry has become the go-to playground for digital tastemakers. With built-in audiences and high margins, the formula is simple: influence + hydration = $$$.
Key Takeaways:
â Beverages are easy to produce and offer premium profit margins.
â Built-in audiences become built-in distribution channels.
â Drinks match the lifestyle-driven narratives influencers are already selling.
Forget merch drops. The new influencer flex? Something you can sip.
Brought to you by Mekanism. -
Zijn er afleveringen die ontbreken?
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In a world that feels more chaotic by the day, leading with clarity has never been harder â or more important.
In this Soul & Science mini-episode, Jason explores how leaders can navigate the âliminal experienceâ of constant change. From reaffirming values to strengthening team bonds, he breaks down the strategies that help leaders anchor themselvesâand their organizationsâwhen everything else is shifting.
Key Takeaways:
â Ask the big questions: What do you value, where do you stand, and how can you move ahead?
â Focus on fundamentals: core purpose, collaboration, and resilience.
â Lead with stability and hope, even when the path ahead isnât clear.
Uncertainty isnât just something to survive â itâs a chance to lead with more purpose, connection, and strength.
Brought to you by Mekanism. -
From TikTok trends to viral campaigns, brands are constantly trying to tap into culture. But what actually defines culture â and how can brands engage with it in a meaningful way?
This week, weâre re-airing a great conversation from April 2024 with Dr. Marcus Collins â marketing professor, best-selling author, and cultural strategist.
Dr. Collins, author of For the Culture and former Head of Strategy at Wieden+Kennedy, has worked with brands like Apple, Nike, and even BeyoncĂ©. In this episode, he breaks down the deep connection between culture and behavior â and how marketers can better understand both.
Youâll learn:How culture and marketing intersect to shape successful campaignsThe core elements that define culture and how we interact with itHow brands can show up with real cultural relevance â not just follow trendsBrought to you by Mekanism. -
What do J.Crew, Tiffany & Co., and Prada all have in common? Theyâre falling in love with the written word.
In this Soul & Science mini-episode, Jason explores fashionâs latest unexpected muse: literature. From literary salons to author collaborations, brands are embracing the written word in a digital ageâand it's not just for show.
Key Takeaways:
â Fashion brands are aligning with literature to appeal to Gen Zâs love of books.
â Literary collaborations give brands more depth, substance, and cultural cachet.
â In a world of fleeting content, literature offers a timeless counterbalance.
From âBookTokâ buzz to billboards with classic quotes, Jason unpacks why the fashion world is rewriting its narrativeâand what marketers can learn from it. -
What do Trumpâs new tariffs have to do with your brand strategy? A lot.
In this Soul & Science mini-episode, Jason breaks down how the latest wave of tariffs is creating ripple effects across industriesâand what it means for marketers trying to navigate a rapidly shifting economy.
Key Takeaways:
â Brands are reallocating budgets toward performance marketing as margins tighten.
â Expect a rise in âMade in Americaâ messaging to appeal to patriotic sentiment.
â Companies will lean into transparency, explaining price hikes to consumers.
From autos to electronics, tariffs are impacting more than just supply chainsâtheyâre changing how we connect with customers. -
Why are brands still hesitant to embrace AI in creative workâeven when it delivers faster, cheaper, and often better results?
In this episode, Superside co-founder & CEO Fredrik Thomassen joins Jason Harris to explore the Soul & Science of AI-powered creativityâand why the biggest barrier to AI adoption isnât the technology, but human resistance to change.
Fredrik shares how Superside is reshaping the creative industry, using AI to optimize workflows, scale production, and help brands break through the noise. He reveals the surprising ways AI outperforms human-generated creative, why the briefing process is the real bottleneck in marketing, and how companies can rethink their approach to creative strategy before they fall behind.
Whatâs Inside:
â The biggest misconception about AI-generated creativeâand why brands still resist it.
â How AI-powered briefing tools are solving the #1 bottleneck in creative work.
â The Soul & Science of AIâwhy the real challenge isnât tech, but trust.
â Why brands that fail to integrate AI into their workflow will struggle to compete.
Memorable Moments:
đĄ "People say AI canât do strategy or tasteâbut the data tells a different story."
đĄ "If you donât get your clients to embrace AI, youâll be left behind."
đĄ "AI isnât replacing creativesâitâs freeing them up to make better work."
Brought to you by Mekanism. -
CMOs have the shortest lifespan of any C-suite executive. Why?
In this Soul & Science mini-episode, Jason breaks down insights from a recent Adweek article, exploring the top reasons CMOs get firedâand how they can avoid the same fate.
Key Takeaways:
â Overpromising results is the #1 reason CMOs lose their jobs.
â Many fail to earn trust from CEOs, CFOs, and the leadership team.
â Only 1 in 3 CEOs & CFOs feel aligned with their CMO.
â CMOs need to âmarket the marketingââinternally proving their value.
With CMO tenure averaging just 40 months, Jason will be focusing on learning how top CMOs gain buy-in, build trust, and prove their impact in upcoming episodes. -
How do you go from leading an agency to coaching the next generation of leaders?
In Part 2 of our conversation, Rob Schwartzâformer CEO of TBWA\Chiat\Day and now an Executive Coachâtalks with Jason about the Soul & Science of Coaching. He shares his philosophy on guiding teams, unlocking creative potential, and moving businesses from transactional back to transformational.
Rob breaks down where and how his GROW coaching framework works best, why deep listening is a leadership superpower, and how simply showing upâwhether for a client, a team, or yourselfâcan make all the difference.
Whatâs Inside:
â How Robâs GROW framework helps leaders set goals, align teams, and drive change.
â The Soul & Science of Coachingâbalancing instinct, psychology, and structure.
â Why creative leaders need to understand business fundamentals, including finance.
â How agencies and brands can move from taking orders to shaping bold ideas again.
Memorable Moments:
đĄ "Weâve gone from transformational to transactional. Show up. Listen. Get to the real goal."
đĄ "Great coaching isnât about telling people what to doâitâs about helping them realize whatâs already inside them."
đĄ "Want to unlock creative potential? Start with values that actually mean something."
Brought to you by Mekanism. -
How do you turn creative vision into leadership successâand inspire a team to grow through disruption?
This week, Jason dives into the Soul & Science of Creative Leadership with Rob Schwartz, Executive Coach and former CEO of TBWA\Chiat\Day. Robâs journey from copywriter to CEO is a masterclass in creative transformation. Using his philosophy of âClarify, Simplify, Unify, Amplify,â Rob revitalized TBWA\Chiat\Day New York and led iconic brands like Nissan, Visa, and McDonald's to global success.
Rob shares how his bias towards action and deep listening skills shaped his leadership style, allowing him to innovate in times of disruption and inspire teams to reach their full potential. He also opens up about his transition from CEO to Executive Coach, offering powerful insights on nurturing human potential and coaching the next generation of creative leaders.
Whatâs Inside:How Robâs philosophy of âClarify, Simplify, Unify, Amplifyâ reshaped TBWA\Chiat\Day New York.The importance of listening and having a bias toward action in creative leadership.Why understanding the economics of an agency is crucial for moving from CCO to CEO.The lessons he learned guiding teams through industry disruptions and global crises.Memorable Moments:"Business is a creative act. Being CEO was the most creative thing I ever did.""Listening isnât just about hearing wordsâitâs about understanding culture, trends, and human needs.""Great leaders adapt and grow with the times, just like great brands."Brought to you by Mekanism. -
What if the secret to creating ads that truly connect isnât in what people say, but in what their brains reveal?
Pranav Yadav, founder and global CEO of Neuro-Insight, leverages neuromarketingâtechnology that measures neural signals to track emotional responsesâto uncover deeper truths that help brands like TJ Maxx and Anheuser Busch craft ads that stir emotions and hit the perfect pitch.
In this episode, youâll learn:What neuromarketing is and how itâs revolutionizing the way brands are built.Why the first hour of a focus group doesnât always predict real-world purchasing behavior.How an adâs success hinges on associating the brand with peak emotional moments.Why being open to learning is the ultimate key to growth.Tune in to discover how Yadav blends science and creativity to transform advertising strategies.
*This episode originally aired in January 2023
Brought to you by Mekanism. -
This week, Jason explores The Soul & Science of Entrepreneur Partnerships with Dustin Baker and Maya French, co-founders of HappyPop. As the driving forces behind Koia and now HappyPop, Dustin and Maya have redefined what it means to create purposeful products in the competitive beverage industry.Discover how their unique partnership has evolved over a decade, how they turned personal challenges into groundbreaking products, and why community is at the heart of their mission to deliver happiness and wellness to all.Whatâs Inside:How Dustin and Mayaâs entrepreneurial chemistry fuels their success.Lessons from launching Koia, a plant-based protein drink, and HappyPop, a mood-boosting energy beverage.Strategies for building community and creating culturally relevant brands.Insights into navigating the ever-changing CPG landscape.Memorable Moments:"Great partnerships are built on trust, adaptability, and a shared mission.""Happiness isnât just a productâitâs a commitment to making lives better.""Community is earned, not demanded, and itâs essential for brand success."
Brought to you by Mekanism. -
Whatâs the secret to building lasting and successful partnerships? This week, we dive into the Soul & Science of agency-client relationships with Stephen Boehler, founder of Mercer Island Group and former Procter & Gamble brand manager. Stephen shares his journey from growing up in a family business to leading one of the most respected agency search consultancies. Learn how a serendipitous flight led to the creation of Mercer Island Group, his lessons from turning around the Pringles brand, and why fostering chemistry between teams is vital for innovation and growth.
Whatâs in this episode?Why short-termism is a growing challengeâand how to refocus on long-term brand building.Tips for creating meaningful client-agency relationships that stand the test of time.How training gaps are impacting the marketing industryâand what we can do about it.
Brought to you by Mekanism. -
Let's talk about the Soul & Science of disrupting an industry and scaling a business. This week, Jason sits down with Erika Badan, CEO of Food52, to discuss her journey from early career uncertainty to becoming a leader in the home goods and lifestyle industry.
Erika shares how her time at Barstool Sports taught her to embrace risk, her vision for reimagining Food52âs role in the market, and the importance of building brands that connect authentically with their communities. From navigating investor relationships to cultivating a team capable of disruption, Erikaâs insights offer a fresh perspective on leadership in todayâs dynamic business environment.Whatâs in this episode?
Lessons on scaling businesses while staying true to your brandâs essence.The role of adaptability and intuition in managing teams and growth.Why community and fearless experimentation are central to long-term success.Brought to you by Mekanism. -
This week, weâre throwing it back to a classic episode that won us not one, but two Signal Awards.
Douglas Martin, Chief Brand and Disruptive Growth Officer at General Mills, is a brand growth champion with over 22 years of experience.
In his role at General Mills, Doug has worked on marketing initiatives for Cheerios and Yoplait, and his experience spans across household names in addition to General Mills, with roles at Gap and Walt Disney Studios.
On todayâs episode youâll learn:
How a company thatâs not only a household name, but 167 years old â can still disrupt their categories.What makes an idea not only great, but a scalable $50 million business idea.The value of good old fashioned pen and paper when framing and solving big picture problems. Thereâs no company so big that it shouldnât keep finding new opportunities for growth.Brought to you by Mekanism.
*This episode originally aired in October 2023 -
Thereâs just one day left before the election, and Kamala Harris has recently intensified her critique of Donald Trump, calling out his "unstable" and "fascist" tendencies. In this mini episode, Jason talks about why, as a Harris voter, her campaignâs strategic pivot to a tougher tone aimed at swaying independents and energizing her base might not have been the best move.
Brought to you by Mekanism. -
How is influencer marketing evolving in the creator economy? In today's mini episode, we explore the shift from one-off campaigns to building long-term relationships with micro-creators who drive engagement and authenticity. Plus how we here at Mekanism are leading the way by leveraging creator networks to foster genuine connections, fill content gaps, and optimize strategies for lasting brand success.
Brought to you by Mekanism. -
Building a lasting brand is all about balancing long-term strategy with short-term wins. In this episode of the Soul & Science Podcast, Jason sits down with William White, SVP and CMO at Walmart, to talk about the secret sauce marketers can use to drive both ongoing engagement and immediate business results.
With a career spanning several major brands like Coca-Cola, Target, and KitchenAid, William shares insights on the world of long-term brand building for some of the largest brands in retail.
In todayâs episode, youâll learn:
How to balance long-term brand strategy with the pressure of immediate sales goals.Why innovating with your customers in mind is key to driving year-over-year growth.Why staying with a brand for the long haul can deepen your insights into both the business and your career.
Brought to you by Mekanism. -
In this episode of the Soul & Science Podcast, weâre exploring what it means to find your creative voice with a person who has built a legacy on taking calculated risk. Chase Jarvis is an award-winning artist, entrepreneur, and Emmy-nominated director who has shot global campaigns for Apple, Nike, and more than 100 other brands â as well as contributed to the Pulitzer Prize-winning NYT story Snowfall.
His previous book Creative Calling was a National Best Seller, and his new book Never Play It Safe is out October 8th.
In todayâs episode, youâll learn:
How reconnecting with your true self will lead to both personal and professional fulfillment, even if it means defying societal expectations What lies beyond your comfort zone and how to take intelligent risks that push you forward without jeopardizing your well-beingWhy âfitting inâ cuts a clear path to mediocrity in both marketing and life, and how embracing what makes you you is how to make a difference
Brought to you by Mekanism. -
In today’s mini episode, we explore the core business orientations that shape how companies sell and market their products. We break down the four key approaches: sales, market, product, and societal orientation. Discover how brands like Apple, Nike, and Patagonia align their strategies with these orientations, and why knowing your business orientation is essential for crafting effective marketing plans.
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