Destination On The Left

On this episode of Destination on the Left, I talk with Susan Robertson, Possibility Architect at Sharpen Innovation and Harvard instructor. Susan shares why so many of us lose our sense of imagination as we grow up and how we can get it back by embracing curiosity and being open to mistakes. We also discuss how even the wildest brainstorming ideas can lead to real breakthroughs and role-play through a few examples to demonstrate that creativity isn’t just for artists; it’s something we can all tap into to spark fresh ideas. What You Will Learn in This Episode: * How Susan Robertson transitioned from a career in consumer packaged goods marketing to becoming a leading expert in creative thinking and innovation * Why many adults lose their sense of creativity as they mature, and what neuroscience and research reveal about unlearning imagination and originality * What common mental roadblocks, like negativity bias and “yes, but” thinking, prevent teams and individuals from generating new ideas and how to overcome them * How Susan’s GPS (Great Problem Solving) methodology can be applied to brainstorming sessions to unlock more creative and practical solutions * Why embracing divergent (expanding) and convergent (narrowing) thinking is essential for effective ideation and problem solving during group sessions * What practical techniques you can use to encourage wild ideas in brainstorming, and how to turn seemingly “crazy” thoughts into innovative, actionable outcomes * How replacing judgmental language with open-ended “how might we” questions improves collaboration, sparks better ideas, and leads to breakthrough results How Negativity Bias Sabotages Innovation Internal psychology, not lack of talent, is often the biggest barrier to fresh thinking. Susan points to our shared cognitive biases, especially “negativity bias,” as a prime culprit. This is the tendency for negative experiences or feedback to have a greater impact on our thoughts and behaviors than positive ones. In a group or brainstorming session, this bias often emerges as “yes, but” thinking. Someone suggests an idea, and the immediate response is to agree superficially while pointing out flaws, the “yes, but” that immediately follows. The thing is, though, if you’re never willing to be wrong, you’re never going to try anything different or imagine anything that doesn’t exist, shooting down the impractical points right away can stifle the kind of out-of-the-box thinking needed for innovation. Transform Brainstorms into Breakthroughs Susan shares a solution in the form of her GPS methodology, which stands for Great Problem Solving. Here’s how it works: 1. List What’s Great – When an idea is proposed, first focus on what’s interesting, valuable, or potentially exciting about it, even if the idea seems wild or impractical, make a detailed list of these positives. 2. Frame Problems as Opportunities – Instead of jumping to objections, articulate any concerns as “How might we…?” or “How can we…?” questions. For instance, if an idea seems too expensive, avoid the instinctive “That will cost too much!” Instead, ask, “How might we make this more affordable?” 3. Iterate and Combine – Use this list of positive elements and problem-solving questions to evolve the idea. Change as much as needed to address concerns, while preserving what’s new and valuable. Sparking Wild Ideas or the “Get Fired” Technique To truly innovate, sometimes you have to go wild on purpose. Susan’s favorite technique is to ask everyone to suggest a solution so extreme they’d be fired if it were ever implemented. These over-the-top ideas get creative juices flowing and give psychological permission to break free from conventional limits. Once those “get fired” ideas are out there, use Susan’s GPS (Great Problem Solving) method to extract their most intriguing or practical elements and rework them into real-world solutions. Susan recommends making a clear distinction between two modes in group innovation: divergence (generating many wild and varied ideas) and convergence (narrowing down and selecting the best options). By keeping these phases separate—and signaling to the group which mode you’re in—you encourage participation and avoid shutting down ideas prematurely. Resources: * LinkedIn: https://www.linkedin.com/in/susanrobertson/ [https://www.linkedin.com/in/susanrobertson/] * Website: https://www.susanrobertsonspeaker.com/ [https://www.susanrobertsonspeaker.com/]   We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o f. Here is a quick tutorial on how to leave us a rating and review [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

On this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who’s about to head back to Binghamton University. In this episode, you’ll hear a candid introduction with Nathan about his experiences as a TAP intern, then we’ll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions. What You Will Learn in This Episode: * Why understanding the differences between generations is key when crafting messages and campaigns aimed at Gen Z versus Millennials, Gen X, or Boomers * What makes Gen Z unique as consumers, including their desire for relatable, authentic, wellness-oriented experiences * How language and slang can both help and hinder brands when communicating with Gen Z * Why relatability, authenticity, and micro-influencers now matter more than celebrity endorsements when engaging with Gen Z audiences * What role wellness plays in Gen Z’s travel and purchasing decisions, and how destinations and brands can tap into this trend * How Gen Z views and responds to cancel culture and why transparency and a willingness to learn from mistakes are so critical Bridging Generational Gaps in Tourism Marketing To market effectively, it’s essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009. Unlike previous generations, Gen Z grew up with technology at their fingertips. They’re digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z’s heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent. Slang to Improve Storytelling One playful, but important, aspect discussed was slang. Gen Z’s ever-evolving language isn’t just about new words; it’s a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like “NPC,” and “no cap”), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as “cringe” (Gen Z’s word, not ours). Wellness, Sustainability, and Social Responsibility Wellness isn’t just a trend for Gen Z, it’s a lifestyle. They’re proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose. Resources: * Website: https://travelalliancepartnership.com/ [https://travelalliancepartnership.com/] * LinkedIn: https://www.linkedin.com/in/nathanoyer/ [https://www.linkedin.com/in/nathanoyer/] * Slides: https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf [https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf] We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o f. Here is a quick tutorial on how to leave us a rating and review [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

On this episode of Destination on the Left, Mike Testa, President & CEO of Visit Sacramento, describes how his destination has diversified their focus to include festivals and events, sports, leisure markets, and culinary. He explains how positioning themselves as America’s Farm to Fork Capital has paid dividends, including booking a 10-year contract to host the Terra Madre Americas convention. Mike also discusses why tourism is not for tourists and how that plays into action through Visit Sacramento’s work and community partnerships. What You Will Learn in This Episode: * Why Mike’s long tenure at a single DMO has given him unique insights and influence in the community * How Sacramento’s diversification from meetings and conventions to include festivals, sports, leisure, and culinary events has dramatically grown annual room nights and economic impact * What motivated Visit Sacramento to claim the title of America’s Farm to Fork Capital * How Visit Sacramento secured high-profile events like the Tower Bridge Dinner and attracted the Michelin Guide to the city, to cement its reputation as a food destination * Visit Sacramento’s focus on quality of life for residents, and drives deeper community partnerships * Strategies Mike and his team have used to build relationships with local leaders and partners * How successful event hosting, like the Aftershock Music Festival, has opened doors for additional festivals and conventions Building a New Identity: Sacramento’s Creative Leap When people think of top destinations in California, their minds often go straight to San Francisco, Los Angeles, San Diego, or Napa. Sacramento—the state’s capital—rarely makes the “must-visit” short list. But as Mike Testa, President and CEO of Visit Sacramento, explains, that’s exactly why his team has spent the last several years shaking up expectations and positioning Sacramento as a destination worthy of national and international attention. Mike’s approach to make noise, drive results, and never be satisfied with the status quo. When the pandemic hit, instead of waiting it out, Visit Sacramento doubled down on innovation by diversifying its room night sources and investing heavily in outdoor events, festivals, sports, and especially its burgeoning culinary scene. The payoff has been nothing short of remarkable. America’s Farm-to-Fork Capital Sacramento sits in the heart of fertile farmland, growing everything from sushi rice to 80% of the nation’s caviar. But it wasn’t until a local chef pointed out the city’s unique agricultural advantage that Mike and his team realized: Sacramento had a rock-solid, authentic claim to the title America’s Farm-to-Fork Capital. Visit Sacramento set out to build signature experiences, like the renowned 800-person Tower Bridge Dinner (a highlight that sells out in seconds), a Michelin Guide presence (Sacramento became only the fifth U.S. city to earn this distinction), and a thriving roster of food and wine festivals. Topping it all off, the city soon hosts the inaugural Terra Madre Americas, a massive international celebration of slow food previously held only in Italy, for which Sacramento was selected as the North American host in a 10-year deal. Putting Community First At the heart of Visit Sacramento’s strategy is a simple, resonant principle: “Tourism is not about the tourists. It’s about improving the quality of life for the people who live here,” Mike emphasizes. This community-first approach runs deep. It means demonstrating the value of tourism to local officials and residents not just through economic statistics, but by contributing to civic life and showing up for critical community projects, events, and diverse groups. Resources: * Website: https://www.visitsacramento.com/ [https://www.visitsacramento.com/] * LinkedIn Personal: https://www.linkedin.com/in/mike-testa-1082673/ [https://www.linkedin.com/in/mike-testa-1082673/] * LinkedIn Business: https://www.linkedin.com/company/sacramento-convention-&-visitors-bureau/ [https://www.linkedin.com/company/sacramento-convention-&-visitors-bureau/] * Attracting International Brands to Your Destination, with Mike Testa [https://travelalliancepartnership.com/podcasts/mike-testa/] We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o f. Here is a quick tutorial on how to leave us a rating and review [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

On this episode of Destination on the Left, I talk with Christopher Hill, Founder of Hands Up Holidays. Christopher takes us inside his journey from a career in finance to launching a travel company focused on eco-luxury family volunteer vacations. In our conversation, Christopher shares the story behind Hands Up Holidays, and we discuss the company’s focus on family and ethical travel with a holistic approach that ensures each journey leaves a positive impact on local communities and their visitors. What You Will Learn in This Episode: * How Christopher built Hands Up Holidays by combining luxury travel with meaningful volunteer experiences * Why personal interaction with local communities and hands-on volunteering create transformative travel experiences for both guests and host communities * How Christopher creates consistency across marketing and delivery * How Christopher’s business model evolved to focus on families and why inspiring the next generation of world changers has become a core part of his mission * Why building strong, direct relationships with local communities and ground partners was essential before launching the business * How Hands Up Holidays curates unique, customizable trips that blend giving back with sightseeing and adventure * Hands Up Holidays’ collaborations with nonprofits, DMCs, travel agents, and brands like TOMS, and why shared values are key to their effective partnerships The Foundation of Responsible Tourism Launching Hands Up Holidays wasn’t a matter of spinning up a website and sending travelers abroad. Christopher spent two years building relationships with communities worldwide. He sought firsthand knowledge—not just through professional networks, but by traveling, listening, and consulting directly with prospective partners. His approach was, and still is, to ask communities what they need, ensuring that volunteer efforts are genuinely beneficial and welcomed. Luxury, Family Focus, and Holistic Sustainability Christopher identifies three powerful differentiators that have contributed to Hands Up Holidays’ success: * Luxury with a Purpose: Targeting high-end travelers with a philanthropy-based model, the company opens doors for those seeking to give back without sacrificing comfort. Hands Up Holidays redefines the luxury experience to include ethical action. * Family-Focused Experiences: Although originally aimed at professionals, Hands Up Holidays soon shifted focus to catering to families, especially those eager to foster gratitude and a sense of global citizenship in their children. * Holistic Sustainability: Their approach isn’t just about volunteering; it encompasses eco-friendly lodging, organic and local food, energy-efficient travel, and exclusively local guides. This creates a well-rounded, responsible travel experience. Collaboration and Alignment Collaboration—with communities, nonprofits, destination management companies (DMCs), and even other travel agencies—is central to Hands Up Holidays’ success. Christopher shares examples from major partnerships, like working with TOMS Shoes and a skateboard company to create impactful experiences in South Africa. The key ingredient for successful collaborations is shared values, and Christopher highlights that the most fruitful partnerships arise from aligned missions. Resources: * Website: https://handsupholidays.com/ [https://handsupholidays.com/] * Instagram: https://www.instagram.com/handsupholidays/ [https://www.instagram.com/handsupholidays/] We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o f. Here is a quick tutorial on how to leave us a rating and review [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

On this episode of Destination on the Left, I talk with Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the “Owned” media segment of the PESO Model [https://spinsucks.com/communication/peso-model-comprehensive-guide/]—your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it’s time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways. What You Will Learn in This Episode: * Why owned media (websites, email marketing, blogs) serves as the foundation for effective marketing plans * Steps Camille recommends for evaluating and enhancing your owned assets * How segmentation and personalization in email marketing can help target different audience groups more effectively * Why regular content audits ensure your owned channels remain timely, relevant, and aligned with your strategic goals * What role emerging trends like AI and generative engine optimization (GEO) play in shaping how destinations should develop and share owned content * How to measure the success of owned media tactics using key performance indicators in Google Analytics Owned Media as the Cornerstone of the PESO Model The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built. Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms. Websites, Emails, and Blogs The best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics. Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that’s a red flag that shows it’s time for a revamp. Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers. Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience. Integrating Owned with the Wider Plan Though the acronym reads PESO, starting with “paid” isn’t always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what’s already working. When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales. Resources: * https://spinsucks.com/communication/peso-model-comprehensive-guide/ [https://spinsucks.com/communication/peso-model-comprehensive-guide/] * Website: https://travelalliancepartnership.com/ [https://travelalliancepartnership.com/] * LinkedIn Personal: https://www.linkedin.com/in/camillezess/ [https://www.linkedin.com/in/camillezess/] * LinkedIn Business: https://www.linkedin.com/company/tapintotravel/ [https://www.linkedin.com/company/tapintotravel/] We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o f. Here is a quick tutorial on how to leave us a rating and review [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!