Tara met Shervonne Cherry in Baltimore in 2012. At the time, Shervonne was working as a designer and social media strategist, but today, she's the Director of Community & Partnerships at Spark, a growing Coworking organization with spaces in Baltimore and Kansas City. Shervonne gives incredible insight into how to build local community resources that support Black entrepreneurs (without tokenizing or making it some sort of quota-filling exercise). Her comments on urban design were particularly poignant. Shervonne on social media: https://www.linkedin.com/in/srcherry/ https://twitter.com/NoOrdnryCherry Spark: https://spark-bmore.com/  

Anatomy of a Strategy

The Anatomy of Community-Building with Shervonne Cherry

This week, Tara and Stef speak to Nate Nichols. Nate is the founder of Palette Group, a commercial creative agency that focuses on community, which he runs with his life partner. He's also the co-founder and creative director of Allyship & Action, a collective that works with vendors and agencies to actively promote diversity within the industry.  For Nate, everything he’s passionate about is deeply rooted in empathy and the circumstances of his upbringing really influenced how he sees the world and his approach and the importance of what he calls decentering. This episode on empathy and decentering is essential listening if you want to be an effective leader and really bring about positive change. Nate on LinkedIn: https://www.linkedin.com/in/thenichols/ Nate on Twitter: https://twitter.com/thenichols Nate on Instagram: https://www.instagram.com/the_nichols/

The Anatomy of Empathy

This week on the podcast, Tara and Stef sit down with Danica S. Nelson, Senior Product Marketing Communications Manager and travel enthusiast. But Danica does multiple jobs with her organization. She not only has a senior marketing role, she also works on the DEI (diversity equity and inclusion) initiatives. She balances all of these with ease...but found herself burning out last year and took an extended leave to recharge. Unfortunately, this was cut short by COVID-19. In this conversation, Stef and Tara discuss the multiple hats Black professionals need to wear as well as the importance of representation. Links: Danica on LinkedIn: https://www.linkedin.com/in/danicasnelson/ Danica on Twitter: https://twitter.com/danicasnelson  Website: https://watchdanicawork.com/  

The Anatomy of Representation

Tara has known Ian for well over a decade and she's never had a conversation on race with him. This isn't because of a lack of opportunity. They've shared many a deep conversation, but never about race. This is a problem. It's one of the biggest problems that White people have, in fact. You may have heard "your silence is violence" and this episode is all about unpacking that. We also talk about data portability and data ethics, which is crazy fascinating! Ian has been involved in personal data and the quantified self for a long time and has opinions on AI and data that may just surprise you. We had a bit of a mind-blown moment! Notes: Ian’s blog: https://cubicgarden.com/ Ian on Twitter: https://twitter.com/cubicgarden Ian on LinkedIn: https://www.linkedin.com/in/cubicgarden/ Ian at the BBC: https://www.bbc.co.uk/rd/people/ianforrester Building a Public Service Internet: https://www.bbc.co.uk/rd/projects/public-service-internet DataPortability.org: http://dataportability.org/ Ian talking about Perceptive Media: https://www.youtube.com/watch?v=XJNClpe-XL8 Bechdel test: https://en.wikipedia.org/wiki/Bechdel_test Bechdel tests for race: https://www.the-unedit.com/posts/2018/8/20/7-tests-that-arent-the-bechdel-test-that-measure-movies-for-gender-equality-and-representation 

Anatomy of Data Ethics with Ian Forrester

"How can we say that politics shouldn't be a conversation on a business platform when it is the politics, the lobbyists, the things that are happening behind the scenes that govern how business operates?" Indeed! In this episode, Stefani and Tara speak with the epigrammatic Cher Jones, a social media and brand development expert, and LinkedIn influencer, about many eye-opening subjects. However, the core of the conversation is that, as Cher says, "we don't normalize things that should be normal, and we don't address things that have been normalized that shouldn't be normal." LinkedIn is particularly fraught with the stifled apoliticalness that perpetuates these ideas and Cher soundly shreds the idea that there is no space in business for politics. You won't want to miss this episode. 

Anatomy of Code-Switching with Cher Jones

For the past few months, between COVID-19 and the Black Lives Matter protests, we've opted to put a pause on AoaS to create space for other conversations (with the exception of the episodes with Laura Fitton and Joe Jackman, which we thought were relevant to the COVID-19 discussion). Now, we see that our silence on the topic of Black Lives Matter was akin to saying, "This is not our problem." This was wrong and it took a Diversity, Equity & Inclusion facilitator, Karlyn Percil of KDPM Consulting Group, calling me (Tara) out on this silence to knock me out of my comfort zone (and white fragility). So, Stef and I sat down and decided that we need to do the work and speak up about it and that this podcast was a fantastic place to start. This episode is the introduction to a series (which will be as long as it needs to be) of conversations with Black professionals in various parts of the marketing industry on their experiences, perspectives and insights into how marketing - as an industry, an institution and as a practice contributes to the perpetuation of white supremacy and anti-Black racism. In this episode, we mentioned the following resources to check out: Adweek article on the lack of Black representation in the advertising, PR, and communications world: https://www.adweek.com/agencies/a-brief-rundown-of-racism-within-advertising-and-why-its-still-happening-today/ The Publicis stats (Adweek): https://www.adweek.com/digital/publicis-groupe-us-diversity-data-7-actions/ Open Letter to the Ad Industry from 600+ Black professionals (Adweek): https://www.adweek.com/agencies/600-black-advertising-professionals-demand-meaningful-action-from-leadership-in-open-letter/  The original letter: https://docs.google.com/document/d/1yVH9y0geSyJmpqUH2utaK7x1Salq5CE5IIkx0HHCGuM/edit Nathan Young of Periscope Group (founder 600&rising): https://twitter.com/notnathan Bennett D. Bennett of Aerialist (founder 600&rising): https://twitter.com/BennettDBennett 600&Rising: https://600andrising.com/ Nate Nichols of Palette Group (founder of the Allyship and Action summit): https://twitter.com/thenichols The initial Allyship and Action summit recording on YouTube: https://www.youtube.com/watch?v=u6s3vhTLXDM Register for the upcoming summit on August 4: https://www.freelancercybersummit.com/events/allyship-and-action  

Anatomy of White Supremacy in Marketing: An Introduction

All the way back in February, Stefani and Tara sat down to speak with Joe Jackman, founder of Jackman Reinvents and author of The Reinventionist Mindset, about the need for retail to reinvent itself if it was going to keep engaging a very digital-minded consumer. Oh boy, did that escalate quickly! Though they spoke with Jackman in February, he has covered this topic a bit since, so they discuss what reinvention looks like now as opposed to what they discussed in February.  Show Links: Joe Jackman - https://joejackman.com Phlywheel - https://phlywheel.com 

The Anatomy of Reinventing Retail

This episode was recorded pre-COVID-19 crisis, but Tara and Stef found a few parallels between the outbreak and the climate crisis. We’ve got a brand new format that will give you a much clearer insight into digital strategies from here on out! Our guest this week is Laura Fitton, who is the Principal and Founder of The enough company. Her aim was to explain and evangelize market-driven shifts that can bring speed and scale to the climate crisis fight. Her approach merges her environmental science and policy degree with her expertise as a tech CEO/Founder, author, professional speaker, and recognized trailblazer in communications, community, and social media.  Once upon a time dubbed a "Queen" of Twitter, Laura “@Pistachio” Fitton led the team that wrote ‘Twitter for Dummies’ and founded oneforty.com (acquired by HubSpot) in 2009 when she recognized that software built on Twitter’s API was going to change the world. Laura is credited with convincing the likes of Guy Kawasaki and thousands of tech execs that Twitter would have real business, media, and cultural value. She founded the first Twitter for Business consultancy, Pistachio Consulting, in 2008 and has been speaking professionally about the business use of Twitter since 2007.  Laura has lectured at HBS and MIT-Sloan and has been quoted in dozens of national publications including BusinessWeek, Forbes, Fortune, Newsweek, and The Wall Street Journal.  She also once raised $25,000 for charity December 2008 in the first-ever "donate by tweeting" charity campaign. Here’s a rundown of what was discussed on the podcast: 3:00 - Coronavirus COVID-19, fake news, and climate change. 4:44 - Confirmation bias. 6:00 - Where misinformation comes from and who is spreading it. 8:24 - Laura Fitton on the information bubble around climate 10:09 - How do people like Laura stop preaching to the choir? 12:33 - Larry Fink’s annual letter to CEO’s. 14:00 - BlackRock’s letter was a trickling down of environmentalism. 15:34 - What is needed to create significant movement in changing behaviors. 16:16 - What else needs to be done to fight climate change. 18:20 - Climate awareness post coronavirus.  20:00 - Longterm planning for climate awareness 23:00 - The silver lining of a crisis.  30:00 - Temperature check on our new podcast format. Links: The Enough Company: https://www.enough.co Want to save the environment, eat less meat: https://www.mentalfloss.com/article/560548/want-save-environment-eat-less-meat Coronavirus dashboard: https://www.arcgis.com/apps/opsdashboard/index.html#/bda7594740fd40299423467b48e9ecf6 Impact of global warming on human fatality: https://www.scientificamerican.com/article/global-warming-and-health/ Coronavirus: The Black Swan of 2020 https://medium.com/sequoia-capital/coronavirus-the-black-swan-of-2020-7c72bdeb9753 Black Rock - Larry Fink’s letter to CEO’s https://www.blackrock.com/corporate/investor-relations/larry-fink-ceo-letter New York Times cover’s Larry Fink’s letter on the Daily https://www.nytimes.com/2020/01/14/business/dealbook/larry-fink-blackrock-climate-change.html Project Drawdown https://drawdown.org/ Laura - https://twitter.com/Pistachio Enough Company - https://twitter.com/enoughcompany Be sure to follow her on Twitter and LinkedIn! --- Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Stefani at @stefanif. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building. Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Anatomy of Saving the Planet

 If you’re new to this podcast, AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se. We aren’t here to celebrate and rehash case studies as much as we are here to dissect the culture in and around the successes and failures of marketing. We want to ask, “What was going on in the world that helped that message succeed and that other one fail?” AOAS is less of a marketing practice podcast and more of a Marketing THOUGHT podcast. Our guests won’t be the typical marketing podcast guests. In fact, some of them turned us down initially when we asked them to be on the podcast because they didn’t understand what they had to do with marketing. To give you a sense, we will be talking to - and have talked to - linguists, economists, psychologists, activists, sociologists, journalists, anthropologists, biologists, data scientists, historians, statisticians, urban planners, and epidemiologists. This is how we explore strategies in our own work, but most people think of marketing as the marketing PRACTICE side: mostly the ads and creative they are inundated with. And, what we are very keen on demonstrating is that that these are the visible outputs and only a small fraction of the impact marketing thought has on the world and our economy. 

Welcome to the Anatomy of a Strategy Podcast

We’ve got a very special episode, this week…Introducing our new co-host on the podcast, Stefani Forster! Find out what's happening! Where's Carlos gone? What's going down?  Stefani is the Creative Director at Truly and a content strategist with experience at some of Canada's top agencies and publications. She worked at Touché! Media and PHD Canada on various national brand campaigns before moving to the content side, serving as an editor and content manager at The Huffington Post Canada, Hello! Canada magazine and Corus Entertainment, writing articles, producing videos, and spearheading social growth. Here’s a rundown of what was discussed on the podcast: [0:45] - What’s changed at Truly and Anatomy of a Strategy podcast [10:35] - Stefani’s story and what brought her to Truly. [14:00] - Learning about an agency’s real audience. [18:30] - How will the podcast change now. [24:00] - Who are Stefani’s dream guests for the podcast? [25:38] - How women’s studies helped shape our view of the world. [33:15] - Tara’s dream guests for the podcast. [38:35] - The root of marketing. Join us in welcoming Stefani to the podcast. Be sure to follow her on Twitter and LinkedIn!

Anatomy of a Switcheroo

This week we welcome Charlene Li on the Anatomy of a Strategy podcast. Charlene is in the business of helping brands predict the future. The founder of Altimeter (now under the Prophet Company umbrella) - a company that helps companies to leverage disruptive tech by providing research and advice. She’s the author of 6 books, most recently “The Disruption Mindset: Why Some Businesses Transform While Others Fail”.  Charlene is also a very popular speaker and joins many of the Anatomy alumni in being a TED speaker, as well as speaking at SXSW, and the World Business Forum. She’s also been recognized on countless lists (including Fast Company, and AdAge) as a top business influencer. Here’s what Charlene talked about: [0:26] - Who is Charlene Li. [5:00] - What is “A Big Gulp Moment“? [6:00] - Why burning the boats is really important in the disruption process? [10:37] - Identifying future customers versus existing ones. Where do companies find future customers when their existing customers are happy?  [12:10] - What companies can do to find their future customers. [13:20] - How does a business know when it’s going to be disrupted?  [15:00] - What qualities does a business leader need to have in order to be disruptive? [18:37] - How do companies create or start to create a movement? [21:17] - What makes for a great manifesto. [31:50] - Take the disruptors Assessment test. [32:30] - The four archetypes of disruptive leaders  [37:45] - How can leaders recognize a flux versus a stuck culture in their business?  [43:30] - Quantum Networks: an online community for disruptors. [45:30] - Closing thoughts and insights from our conversation with Charlene. A big thanks to Charlene for joining us. Be sure to visit charleneli.com or follow her on Twitter and LinkedIn!

Anatomy of Disrupting Yourself

We’ve got a big guest, this week! Say hello to Vicki Saunders. Vicki is the multi-award-winning Founder of SheEO, the worldwide ecosystem that supports, finances, and celebrates female innovators using ‘Activators’ as well as hosting summits, events, and much,  much more! To name just SOME of her accolades - on top of being named as 1 of 30 “World-Changing Women in Conscious Business”, she’s also been listed as one of “100 Most Influential Leaders of 2015”. SheEO has recently expanded to a brand region,  the United Kingdom! We’ll be talking a little bit about how she’s managed to scale and sustain this type of growth. Here’s what we talked about: 1:37 - How Tara met Vicky and the idea behind SheEO. 5:30 - The first 5,000 activators. 7:27 - How SheEO works beyond just the money. 10:59 - The types of companies that SheEO invests in. 13:44 - Vicky explains SheEO's approach and radical generosity. 17:33 - The practice of gratitude. 20:07 - The SheEO voting parties. 25:03 - How SheEO got to over 5,000 activators and is building a world-wide movement. 33:10 - How men support SheEO 35:38 - Amy Cross and Gender Fair. 40:00 - We're not here to serve you.” 42:40 - Some of the innovative companies that SheEO has invested in. 45:53 - Investing in women is a really great strategy. 48:48 - The SheEO Global Summit in Toronto March 9 & 10, 2020 and what's next. Make sure to learn about Gender Fair which provides independent analysis of a company's true commitment to gender equality. Thanks again to Vicki for coming to see us. Be sure to follow her on Twitter and LinkedIn!

Anatomy of Building a World-Wide Movement

This week we’re joined by Ron Tite. Ron is the award-winning Founder and CEO of Toronto-based agency, Church & State.  He’s worked with massive brands such as Evian, Johnson & Johnson, Microsoft, Hershey, and many more. Ron has been recognized by The London International Marketing Awards, The Canadian Marketing Association, The Marketing Awards, and far too many others to list here. Ron stopped by the studio to chat with us about agency life, changing the agency model with Church & State and his latest book, Think. Do. Say: Building Personal and Organizational Momentum in a Busy, Busy World. A big thanks to Ron Tite for taking the time and visiting us.  Here’s what we talked about: [1:06] - Introducing Ron Tite. [2:53] - Church & State and what is the golden suitcase? [10:19] - Did Ron change the agency model? [13:25] - Changing the agency model. How did Ron position Church & State as different? [21:00] - The idea behind Think, Do, Say. [26:54] - Ron’s Next Book title. [29:00] - The Think, Do, Say podcast. [30:30] - Disruptors want to become the establishment. [34:03] - Are new direct to consumer brands are marketing experiments? [38:05] - How marketers ruin everything [43:40] - What is a “Pitch Slap”? [45:56] - How influencers have become the ultimate pitch slappers. [51:45] - What we lose with efficiencies and analytics. [54:30] - Why failure shouldn’t be embraced / creativity should become predictability. [57:30] - Leading versus lagging indicators and setting benchmarks.  Show notes and links: Order Ron’s book Think, Do, Say - https://amzn.to/2tRJSJw Follow Ron on LinkedIn: https://www.linkedin.com/in/rontite Think, Do, Say Podcast: http://thinkdosay.com The Coup Podcast: https://frequencypodcastnetwork.com/podcasts/the-coup/ Over 3000 assaults in Ubers in 2019: https://www.cbc.ca/radio/asithappens/as-it-happens-friday-edition-1.5387218/3-000-sexual-assaults-reported-in-uber-rides-last-year-the-tip-of-the-iceberg-says-lawyer-1.5387224 Away suitcase employees describe toxic environment: https://www.theverge.com/2019/12/5/20995453/away-luggage-ceo-steph-korey-toxic-work-environment-travel-inclusion Ron Tite On Think Do Say – This Week’s Six Pixels of Separation Podcast: https://www.sixpixels.com/articles/archives/ron-tite-on-think-do-say-this-weeks-six-pixels-of-separation-podcast/ --- Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co. You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building. Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Anatomy of Think, Do, Say

This time around we’re joined by Karima-Catherine Goundiam, whose credentials are so vast, we’d struggle to fit them all here! Karima is the award-winning CEO of Red Dot Digital, a strategy & insights led agency based right here in Toronto and around the world. Karima has now ventured into the B2B matchmaking world, with her latest project, B2BeeMatch - hot off the press. She’s also the Vice President and Board Member of The British Canadian Chamber of Trade and Commerce where she helps to promote trade links and business ties between Canada and the UK. On top of all of the above, Karima founded Tech Canada Advocates - a global tech advocacy group aimed at improving the areas of diversity, digital skills, talent mobility, and access to funding in tech. Here’s what we talked about: Red Dot Digital & digital transformation [03:19] B2BeeMatch & how it works [13:53] Finding the right business match [24:11] The pitfalls traditional networking [29:57] Value & community in B2B matchmaking [33:27] Teaching & guiding SMBs [39:24] Show notes: You can find Karima-Catherine Goundiam on Twitter at @KarimaCatherineand on LinkedIn. B2BeeMatch is launching very soon! Sign up to bee the first to know when they launch! https://www.b2beematch.com/ Phlywheel launching very soon, visit Phlywheel.com and sign up for updates.  Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co.  You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building. Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

Anatomy of B2B Collaboration

In our final episode of 2019, we look to the future! Earlier in the year, we were joined by the fantastic Strata Insights Co-Founder, Tracy Chong. Now, to close off the year, we’re joined by the fellow Co-Founder of Strata Insights, Mark Radha. As a brand economist, he’s here to give us a glimpse into what brand trends we’ll see in 2020 and beyond. After working as a Lead Analyst and a Strategy Director, Mark became Co-Founder, CEO, and Chief Brand Economist at Strata Insights Inc. - a company that analyses all aspects of a business’s corporate activity to predict and amplify it. Mark refers to this as Brand Economics, as this approach looks at methodologies and data (such as econometrics, investor relations, even including behavioural and linguistic factors). Mark is also heavily involved in establishing industry standards that help executives understand the financial importance and credibility of their brand. Here’s what we talked about: Lululemon: developing a cult brand with no advertising [04:12] What does ‘brand’ mean to you today? [11:22] What did ‘brand’ mean in the past? What’s changed? [16:11] Trend: Brand perception = brand value? [22:49] Trend: Accountability as value [31:01] Trend: The value of our data [38:20] The future of measuring brand (& the importance of culture)[42:47] What should brands be doing in 2020 to improve perception? [52:42} What do you think of Mark’s predictions, and what do you think we should look out for in 2020? Let us know! You can find and listen to the previous episode with Mark's Strata Insights partner Tracy Chong on Brand Economics here: https://trulyinc.com/truly-news/brand-economics-tracy-chong-podcast You can find Mark's work at Strata Insights - Visit https://www.stratainsights.com/ Find Mak on Twitter https://twitter.com/mark_radha or LinkedIn https://www.linkedin.com/in/markradha/ - Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara @missrogue & Carlos @carlospache_co.  You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building. Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

The Future of Brand Value

Anatomy of a Strategy is recorded in the booming metropolis of Toronto, Ontario, Canada - home of Drake, Margaret Atwood, and crippling self-doubt. Every episode we deep dive into the strategies and insights of building digital audiences. From community to content, influencers to interest graphs, metrics to memes, and everything in between. Hosted by Tara Hunt and Carlos Pacheco who both have been working in marketing and social for over 20 years. Anatomy of a Strategy is produced by Truly Inc. in downtown Toronto.

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Anatomy of a Strategy

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