North Star Leaders

Marketing Truths with Jason Ing

And are B2B and B2C really as different as we like to pretend they are? AI is moving at breakneck speed, but what actually stays the same when everything around marketing is changing? In this episode, Lindsay sits down with Jason Ing, CMO at Typeface, to talk about curiosity in the AI era, why identity plays a bigger role in business buying than most people realize, and the timeless marketing principles that still matter no matter how advanced the technology becomes. From classic brand lessons learned at P&G to the evolving role of AI as a true teammate, Jason shares a thoughtful, grounded perspective on what great marketers should focus on right now. You’ll hear them discuss: * Why curiosity and a “childlike wonder” mindset are helping leaders navigate the massive shift happening with AI * How AI is evolving from a tool or assistant into a true teammate that can orchestrate work across systems * Why the fundamentals of marketing - understanding people, emotions, and motivations - still matter in both B2B and B2C * How identity and psychology influence buying decisions, from diapers and cars to cloud platforms and martech stacks * Why being top of mind is one of the most powerful advantages a brand can have when customers are ready to buy * How strong marketers meet customers at the right moments in their buying journey instead of trying to be everything to everyone * Why customer obsession remains the most important marketing principle, even as technology and AI capabilities continue to evolve Resources: Jason Ing on LinkedIn [https://www.linkedin.com/in/ingjason/] | Typeface [https://www.typeface.ai/] | Marketing Orchestration Engine [https://www.typeface.ai/blog/typeface-marketing-orchestration-engine] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact] | Connect with me on LinkedIn [https://www.linkedin.com/in/lindsaypedersen/]

Solve & Scale with Marcio Arnecke

Some leaders thrive on stability. Others thrive on chaos. So what does it actually take to lead marketing inside a company that’s scaling fast, solving new problems daily, and trying to democratize access to tools that were once reserved for big enterprises? In this episode, Apollo CMO Marcio Arnecke joins Lindsay to talk about resilience, moving fast without burning out your team, and why “progress over perfection” is more than just a catchy phrase when you're building in hyper-growth mode. You’ll hear them discuss: * Why solving internal problems quickly can be one of the most energizing parts of leading in a hyper-growth startup * How Marcio’s Brazilian upbringing and international leadership experience shape the way he builds and manages global teams * The leadership mindset behind “progress over perfection” and why speed often matters more than flawless execution in fast-scaling companies * How risk looks different in startups versus large public companies and why moving slowly can sometimes be the biggest risk of all * Why strong marketing shifts from feature-focused messaging to value-driven storytelling as companies scale * What happens when product strategy, buyer reality, and go-to-market plans fall out of alignment, and how to recognize the disconnect early * How curiosity, experimentation, and hands-on leadership help marketers stay ahead as AI reshapes the future of the industry Resources: Marcio Arnecke on Apollo [https://www.apollo.io/] | LinkedIn [https://www.linkedin.com/in/marcioarnecke/] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact] | Connect with me on LinkedIn [https://www.linkedin.com/in/lindsaypedersen/]

No Crickets with Udi Ledergor

Is playing it safe actually the fastest way to become invisible? In this episode, Lindsay sits down with Udi Ledergor to unpack why most marketing fails to get attention and what it really takes to stand out in a world where no one is paying attention. From bold Super Bowl plays on a startup budget to the uncomfortable truth about “boring” content, this conversation is packed with real-world strategies, sharp takes, and a refreshing reminder that being liked by everyone usually means being remembered by no one. You’ll hear them discuss: * Why “safe” marketing is often the riskiest move you can make * How Gong built a brand voice so consistent it’s instantly recognizable * The real reason your content isn’t getting traction (and how to fix it) * How to create marketing that people would actually choose to consume, or even pay for * The “punch above your weight” strategy behind Gong’s Super Bowl ad * Why polarizing content beats forgettable content every single time * How brand isn’t just external - it shapes hiring, culture, and perception before you even meet someone Resources: Udi Ledergor on the Web [https://www.udiledergor.com/] | LinkedIn [https://www.linkedin.com/in/udiledergor/] | Gong [https://www.gong.io/] | "Courageous Marketing" on Amazon [https://www.amazon.co.uk/Courageous-Marketing-Marketers-Playbook-Success/dp/B0DZQGFHVJ] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact] | Connect with me on LinkedIn [https://www.linkedin.com/in/lindsaypedersen/]

Rules Broken with Amanda Kahlow

Some leaders chase certainty. Others chase challenge, purpose, and the uncomfortable edge where real growth happens. In this episode of North Star Leaders, Lindsay sits down with Amanda Kahlow, CEO of 1Mind, for a grounded, honest conversation about leadership in the age of AI - where ambition, humanity, and self-awareness all have to coexist. Amanda shares how personal mission, spiritual grounding, and radical clarity shape the way she builds companies, makes hard calls, and shows up as a leader. You’ll hear them discuss: * Why Amanda is drawn to unachievable goals, challenge, and the highs and lows of entrepreneurship * How her upbringing shaped her resilience, values, and the way she thinks about success and family * Creating a personal mission statement and using it as a compass for leadership and life * Showing up as an authentic leader without conforming to traditional or male-dominated leadership norms * The discipline of self-reflection, including learning to pause and choose your second reaction * Rethinking go-to-market teams with AI by starting from a clean slate instead of fixing old processes * Being honest about AI replacing jobs, and how that shift could allow humans to reconnect with what makes them human Resources: Amanda Kahlow on 1mind [https://www.1mind.com/] | LinkedIn [https://www.linkedin.com/in/amandakahlow/] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact] | Connect with me on LinkedIn [https://www.linkedin.com/in/lindsaypedersen/]

Fearless Biology with Ridhi Tariyal

How does a founder stay deeply hands-on without slipping into micromanagement? And what really happens when you build a company around something the world has been taught not to talk about? In this episode, Lindsay and Ridhi Tariyal - CEO and co-founder of NextGen Jane, dive into the reality of leading a precision-medicine company in a space shaped by stigma, silence, and an explosion of new science. Ridhi brings a refreshingly candid look at writing, leadership, fundraising myths, and the changing landscape of women’s health - all while building a company that asks people to rethink what menstrual blood can teach us. You’ll hear them discuss: * Why she insists on drafting everything herself before AI comes anywhere near it * What has (and hasn’t) changed about the stigma around menstruation over the past decade * The surprising ways investors used to redirect her pitches simply because she was a woman founder in femtech * The role menstrual blood could play in understanding the menopause transition far earlier and more precisely * How she balances being “in the mud” with letting her team actually own their work * The moment she knows she’s crossed from helpful to too involved * The work norms she refuses to adopt, even in Silicon Valley * Why raising more capital doesn’t magically reduce a founder’s stress * The emotional and practical realities of leading a company that’s creating an entirely new product category Resources: Ridhi Tariyal on NextGen Jane [https://www.nextgenjane.com/] | NextGen Jane Instagram [https://www.instagram.com/nextgenjane/?hl=en-gb] | LinkedIn [https://www.linkedin.com/in/ridhitariyal/] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact] | Connect with me on LinkedIn [https://www.linkedin.com/in/lindsaypedersen/]