Growth Department

The Analog Revival: Why Smart Brands Are Adding Friction On Purpose (with Ed Hayes)

Ed Hayes has spent 20+ years designing brands, and he's watching something flip. While the rest of the world races toward frictionless, AI-streamlined everything, the smartest brands are doing the opposite. They're adding friction on purpose. Chelsey and Ed get into the analog revival happening across categories: Birkenstocks, Le Labo, A24, and a taco shop in NYC that refuses to translate its menu. They cover why brand architecture is being designed to slow people down, how friction is becoming a premium signal, and whether "brand" even survives once AI takes over the shopping experience. If you're a growth or brand leader trying to figure out where the puck is going, this one is full of examples you'll keep thinking about. Follow Ed on LinkedIn:   https://www.linkedin.com/in/edward-hayes-8846a5232/ [https://www.linkedin.com/in/edward-hayes-8846a5232/] Check out Bloom's projects here:  https://www.bloom-london.com/ [https://www.bloom-london.com/] Follow the show and subscribe so you never miss an episode! Growth Department slows the conversation down so founders and business leaders can go further, faster. If this episode helped you think differently, follow the show and share it with someone building alongside you.

How to Build (and Charge For) Brand Experiences People Love with Tom Gray

Why brands aren't just hosting experiences anymore. They're charging for them. In this episode of the Growth Department podcast, Chelsey sits down with Tom Gray, Chief Strategy Officer at Imagination Group, the global experience design consultancy that helps brands build game-changing strategies and experiences for customers, employees, and stakeholders. Tom has spent his career designing the kind of brand experiences people willingly show up for, talk about, and increasingly, pay to attend. Tom unpacks the shift from the attention economy to the connection economy, why 93% of what we see on social media is now algorithmically fed to us, and what that means for marketers trying to break through with real human moments. He breaks down the neuroscience of how experiential memories get tagged in the brain, why brand salience is being rewritten, and how brands like Ford, Visa, and Harley-Davidson are turning experiences into product, not just promotion. What you'll learn in this episode: * The shift from attention economy to connection economy and what it means for your 2026 strategy * How experiential marketing creates stronger brand salience than digital advertising * The neuroscience of memory tagging and why emotional experiences stick * Why charging for brand experiences increases engagement, attendance, and word of mouth * The IKEA effect and how investment shifts perceived brand value * How Ford turned a test drive into a paid stunt driver experience that audiences shared organically * Why experiential is moving from the promotion P to the product P in the marketing mix * How Visa Live, Harley-Davidson festivals, and Hershey's theme parks built brand IP through experience * How to identify your brand's unfair advantage in audience passion points like music, sport, and wellness * Why the best marketers stop talking to themselves in offices and get curious about real customers If you're a CMO, brand marketer, or experiential strategist trying to figure out where in-person fits in your 2026 marketing mix, or whether your brand has earned the right to charge for it, this episode delivers the framework. Connect with Tom Gray and Imagination Group on LinkedIn: https://www.linkedin.com/in/tomoppad/ [https://www.linkedin.com/in/tomoppad/] Check out Tom's articles and past projects: https://imagination.com/ [https://imagination.com/] Book he recommends: Playground by Richard Powers  Podcast he recommends: Conversations with Tyler (hosted by economist Tyler Cowen) Follow the show and subscribe so you never miss an episode! Growth Department slows the conversation down so founders and business leaders can go further, faster. If this episode helped you think differently, follow the show and share it with someone building alongside you.

Experiential Marketing Done Right with Diana Zwetzich

The era of the Instagrammable photo backdrop is over. So what's next? In this episode of the Growth Department podcast, Chelsey sits down with Diana Zwetzich, experiential designer and founder of guest-centered brand activations, to talk about why most brand experiences are falling flat and what separates a forgettable pop-up from an activation people actually remember. Diana built her career on architectural design and environmental storytelling for global brands, including the viral 29 Rooms experience and Refinery29's Luna Lounge at Coachella. Now she's bridging the gap between experiential design and hospitality, helping brands stop performing and start hosting. In this conversation, Diana breaks down the missing layer in experiential marketing, why beautiful design alone creates attention but not connection, and how the peak-end rule should reshape every guest journey you plan in 2026. What you'll learn in this episode: * Why "hosting" beats "performing" in every brand activation * The real reason Instagrammable photo moments are losing impact * How to train brand ambassadors to actually connect with guests * The peak-end rule and why your tunnel entrance doesn't matter * How to measure ROI on experiential marketing beyond reach and impressions * Why smaller, more intimate activations often outperform big-budget spectacles * The two moments you actually need to design (everything else is noise) * How to brief an experiential agency so your activation has intention, not just aesthetics * What brand loyalty, sentiment, and long-term recall really look like in post-event data If you're a B2B or B2C marketer planning trade show satellite events, intimate client dinners, pop-ups, or experiential activations this year, this episode is your blueprint for doing it right. Connect with Diana on LinkedIn and read her articles on guest-centered experience design. LinkedIn: https://www.linkedin.com/in/diana-zwetzich-844738107/ [https://www.linkedin.com/in/diana-zwetzich-844738107/] (her book recommendation = 10x is Easier than 2x) Follow the show and subscribe so you never miss an episode! Growth Department slows the conversation down so founders and business leaders can go further, faster. If this episode helped you think differently, follow the show and share it with someone building alongside you.

Can AI replace your marketing team? Jennie Malafarina says yes and no.

In this episode of the Growth Department podcast, Chelsey sits down with Jennie Malafarina, founder of Virago Marketing and 12-year B2B marketing executive, to talk about what's actually working in AI-powered demand generation, pipeline growth, and go-to-market strategy for SaaS and tech companies right now. Jennie breaks down her full AI stack: ChatGPT for brainstorming, Claude for writing, Perplexity for research, and Grok for social signal. Then she goes deeper into the agentic systems she's built using Claude Code, Claude Cowork, N8N, Apify, Apollo, and HubSpot to automate LinkedIn outreach, web scraping, ICP enrichment, and SEO optimization at scale. She also introduces Cami, her upcoming AI marketing manager product. But AI is only half the conversation. Jennie also unpacks why in-person events, trade show strategy, and community building drive more pipeline than ever, how she built Freight Movement into a lead generation community for logistics, and why her WILMA (Women in Logistics Marketing Alliance) group runs on abundance, not competition. What you'll learn in this episode: * How to build agentic AI workflows without knowing how to code * Why vibe coding ROI calculators, interactive apps, and lead magnets is replacing traditional content marketing * The LinkedIn automation tool Jennie uses to find high-intent B2B prospects (Goji Berry) * How deep fakes, spoofed emails, and AI-powered scams are changing B2B cybersecurity * Why cold email deliverability and outbound are getting harder, and what to do about it * The real ROI of trade shows, satellite events, and experiential marketing * How to measure pipeline impact from community-driven brand awareness events * What 88% of buyers not being in-market means for your demand gen strategy * Why B2B content marketing is shifting from blogs and white papers to virtual experiences If you're a B2B marketer, founder, demand gen leader, or one-person marketing team trying to scale without sounding like AI slop, this episode is packed with tactical plays you can run this week. Connect with Jennie at Virago Marketing, find her on LinkedIn, and learn more about Freight Movement and WILMA. Virago Marketing:  https://viragomarketing.com/ [https://viragomarketing.com/] Jennie's LinkedIn: https://www.linkedin.com/in/jennie-malafarina/ [https://www.linkedin.com/in/jennie-malafarina/] FR8 Marketing Gurus Podcast: https://viragomarketing.com/fr8-marketing-gurus-podcast/ [https://viragomarketing.com/fr8-marketing-gurus-podcast/] Follow the show and subscribe so you never miss an episode! Growth Department slows the conversation down so founders and business leaders can go further, faster. If this episode helped you think differently, follow the show and share it with someone building alongside you.

Wired to Build Systems — Andre Ankri on ADHD, AI, and scaling without headcount

Andre Ankri built a trades business from the ground up, and then rebuilt how it runs with AI. As CEO of UTS Group, he's automated everything from tender reviews to project manager matching, cut a process that used to take days down to under 30 minutes, and built a system that gets smarter on its own. But the real story is how he got there: through ADHD, hard lessons, and a wartime CEO mindset that keeps him out of the day-to-day and in the rooms where it actually matters. In this episode we get into what it means to scale with systems instead of headcount, why exit readiness starts long before you plan to sell, and how Andre uses AI not just to run his businesses, but to manage his own brain. If you're building something and you're tired of throwing people at problems, this one's for you. In this episode: * Why ADHD is a systems-building superpower, not a liability * How UTS automated nearly every repeatable process in a trades business * What the wartime CEO mindset actually looks like inside an org * The difference between a business built to grow and one built to sell * Why small and medium businesses have a massive AI advantage right now About the Guest Andre Ankri is the CEO and founder of UTS Group Inc., a security integration and design consultancy based in Ontario, Canada. He also founded Metador, a business automation consultancy, and co-owns Vitrion Building Systems. A neurodivergent leader with ADHD, OCPD, and dyslexia, Andre builds openly around cognitive difference — and the systems he's created to work with his brain have become the blueprint for how he runs everything else. Find Andre on LinkedIn here: https://www.linkedin.com/in/andre-ankri-7a4090311/ [https://www.linkedin.com/in/andre-ankri-7a4090311/] Check out his recent favorite book, Greenlights: https://a.co/d/0bLBrdqB [https://a.co/d/0bLBrdqB] Follow the show and subscribe so you never miss an episode! Growth Department slows the conversation down so founders and business leaders can go further, faster. If this episode helped you think differently, follow the show and share it with someone building alongside you.