Marketing a New Category

How Particle Found Product-Market Fit

Hosts Kyle Goldman and Isaiah Ogasawara sit down with Aviad Eilam, VP of Growth & Strategy at Particle, to unpack what it takes to create demand in a market that doesn't know it needs you. In this case, selling skincare to men who don't buy skincare.  Aviad shares how Particle grew by focusing on older, often-overlooked demographics, why most men are problem unaware, and what makes fear and identity so persuasive in ad creative.  They also explore how Aviad's background in linguistics shapes his approach to marketing, why Particle's team has embraced AI to scale creative testing and content production, and how they're measuring success across Meta, Google, and linear TV.  If you've ever tried to educate a market or persuade skeptics to buy, you'll want to listen to this.

Scaling Culture, Not Just Sales

Hosts Kyle Goldman and Isaiah Ogasawara sit down with Erin Murray, CMO at Mad Rabbit, to explore what it takes to build a bold brand in a boundary-pushing category. Erin discusses how Mad Rabbit has grown from a tattoo aftercare brand to a lifestyle company, why community-first thinking drives loyalty, and what it takes to reach a multi-demographic customer base with authenticity. She also shares how to use AI for creative scale, how to balance performance and brand marketing, and why smart growth starts with listening.

Crafting Brands That Last

Hosts Kyle Goldman and Isaiah Ogasawara sit down with Nadia Babar, Head of Marketing at Wingback, to unpack what it means to market with soul in a world of mass production. Nadia shares how Wingback’s commitment to craftsmanship and sustainability sets it apart, how to sell simple products like pens and wallets with emotional resonance, and why great marketing is rooted in empathy, curiosity, and experimentation. She also dives into her shift from B2B to DTC, building community around heritage products, and how AI helps small teams punch above their weight.

Marketing a New Category

Hosts Kyle Goldman and Isaiah Ogasawara sit down with Benjamin de Castro, Chief Marketing Officer at Gardyn, to explore what it takes to change consumer behavior and build a new category in food and wellness. Ben shares how Gardyn turns non-gardeners into confident growers, how to market high-ticket products without a retail footprint, and why emotional connection is the key to making behavior change stick. He also gets into the role of AI in smart gardening and marketing as a whole, the reality behind grocery store produce, and the three elements every strong value proposition needs.