From Rocket Ships to YouTube Clips with WD-40's Claudia Fenske

The Focus Factor with Ashley Wray

Opinion Party: the marketing podcast brought to you by BAV Group & IRG  Season 2: Episode 12 The Focus Factor:  Why Slowing Down Accelerates Results with Ashley Wray Click here to view the episode transcript. [https://share.transistor.fm/s/deed96ad/transcript]   SUMMARY In our season finale, Laura Jones (Global CEO, BAV Group) welcomes mindfulness expert and executive coach Ashley Wray to challenge the myth that corporate wellness programs automatically create mindful organizations. Drawing from her journey from journalist to meditation expert, Ashley introduces her concept of "microdosing mindfulness" as an alternative to forced company-wide initiatives.  She shares her powerful "Three Ps" framework—it's not personal, it's not perfect, it's not permanent—which helps leaders foster psychological safety and team flow. The conversation reveals how mindfulness practices deliver measurable business impact through enhanced creativity, improved team dynamics, and better decision-making. Ashley concludes with a guided meditation demonstrating how accessible these techniques can be for marketing professionals seeking better focus and innovation. LINKS * Laura Jones: https://www.linkedin.com/in/lapjones/ [https://www.linkedin.com/in/lapjones/]    * BAV Group: https://www.bavgroup.com [https://www.bavgroup.com/] * Ashley Wray: https://www.linkedin.com/in/ashley-wray/ [https://www.linkedin.com/in/ashley-wray/] * ROI of Wellbeing: https://www.ashleywray.co/roi [https://www.ashleywray.co/roi] * Ashley’s Meditations on Spotify: https://open.spotify.com/show/1b1TVn3CegTMlruTSPLLcA [https://open.spotify.com/show/1b1TVn3CegTMlruTSPLLcA] * Institute for Real Growth: https://instituteforrealgrowth.org [https://instituteforrealgrowth.org/] TAKEAWAYS * Mindfulness = awareness of thoughts without attachment * Internal self-compassion creates stronger leadership * "Wellness washing" undermines authentic brand integration * Burnout prevention drives corporate wellness investment * Leader self-reflection builds psychological safety * "Three Ps" framework provides practical mindfulness approach * Intentional meeting breaks improve team performance * Connect mindfulness to existing habits for sustainability * Present moment awareness enables flow states * Small daily moments outperform occasional wellness events CHAPTERS 00:11 Challenging the Corporate Wellness Myth 04:56 Corporate Leaders and Mindfulness Challenges  06:46 The ROI Question in Mindfulness  11:43 The Three Benefits: Compassion, Creativity, and Trust  13:04 Wellness-Washing: When Brands Misuse Mindfulness  20:30 Post-COVID Shift in Corporate Mindfulness  23:54 The Cost of Burnout and the Value of Team Flow  25:57 The Three Ps: Not Perfect, Not Permanent, Not Personal 29:23 Microdosing Mindfulness in Daily Work Life  31:12 Connecting Sports Performance and Business Leadership  33:00 Guided One-Minute Meditation Experience  36:11 Tips for Starting a Mindfulness Practice   Opinion Party: the marketing podcast For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com [https://www.theopinionparty.com/] or wherever you get your podcasts.   Season 2 of Opinion Party: the marketing podcast is brought to you by: BAV Group, the world’s leading authority on data-driven branding.™️ Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.com [https://www.bavgroup.com/] Institute for Real Growth We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.com [https://instituteforrealgrowth.com/]   CREDITS Host & Executive Producer: Laura Jones [https://www.linkedin.com/in/lapjones/] Executive Producer: Ketzirah Lesser [https://www.linkedin.com/in/ketzirahlesser/] Production & Still Photography: Bronac McNeill [https://www.linkedin.com/in/bronac-mcneill-498a448/] Photography & Film Co-director, Camera, Sound, Edit: Natalie Barrass [https://www.linkedin.com/in/natalie-barrass-561217b/] Photos © Bronac McNeil Photography & Film

The Five Promises of Effective AI-Powered Personalization with David C. Edelman

Opinion Party: the marketing podcast brought to you by BAV Group & IRG  Season 2: Episode 11 The Five Promises of Effective AI-Powered Personalization with David C. Edelman SUMMARY In this episode author and marketing expert, David C. Edelman, joins host Laura Jones, Global CEO of BAV Group about the critical role of marketing leaders in driving personalization strategies within organizations.  They discuss the need for collaboration across the C-suite, the importance of understanding customer experiences, and the necessity of leveraging technology and insights to empower customers effectively. LINKS * Laura Jones: https://www.linkedin.com/in/lapjones/ [https://www.linkedin.com/in/lapjones/]    * BAV Group: https://www.bavgroup.com [https://www.bavgroup.com/] * David C. Edelman: https://www.linkedin.com/in/daveedelman/ [https://www.linkedin.com/in/daveedelman/] * Personalized: Customer Strategy in the Age of AI: https://www.edelmanadvisoryservices.com/publications [https://www.edelmanadvisoryservices.com/publications] * IRG Humanized Growth: https://instituteforrealgrowth.com/humanized-growth [https://instituteforrealgrowth.com/humanized-growth] * Institute for Real Growth: https://instituteforrealgrowth.org [https://instituteforrealgrowth.org/] TAKEAWAYS * Personalization must empower customers to achieve their goals. * Trust is built through delivering on promises in personalization. * Understanding customer context is crucial for effective personalization. * Personalization can enhance customer experiences but can also feel invasive. * The five promises of personalization are empowering, knowing, reaching, showing, and delighting customers. * Marketing leaders should orchestrate personalization strategies across the organization. * Agile marketing practices can enhance responsiveness and effectiveness in personalization. * Generative AI tools are transforming how personalization is executed. * Companies must prioritize customer perspectives to avoid pitfalls in personalization. * Successful personalization strategies can drive significant business growth. CHAPTERS 00:00 Introduction to Personalization and AI 02:29 The Five Promises of Personalization 11:10 Organizing for Personalization Success 14:05 Tools for Effective Personalization 18:29 Common Pitfalls in Personalization 23:13 Generational Perspectives on Personalization 26:56 Creating Value Through Personalization   Opinion Party: the marketing podcast For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com [https://www.theopinionparty.com/] or wherever you get your podcasts.   Season 2 of Opinion Party: the marketing podcast is brought to you by:  BAV Group, the world’s leading authority on data-driven branding.™️ Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.com [https://www.bavgroup.com/] Institute for Real Growth We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.com [https://instituteforrealgrowth.com/] CREDITS Host & Executive Producer: Laura Jones [https://www.linkedin.com/in/lapjones/] Executive Producer: Ketzirah Lesser [https://www.linkedin.com/in/ketzirahlesser/] Production & Still Photography: Bronac McNeill [https://www.linkedin.com/in/bronac-mcneill-498a448/] Photography & Film Co-director, Camera, Sound, Edit: Natalie Barrass [https://www.linkedin.com/in/natalie-barrass-561217b/] Photos © Bronac McNeil Photography & Film

From Rocket Ships to YouTube Clips with WD-40's Claudia Fenske

Opinion Party: the marketing podcast Season 2: Episode 10 From Rocket Ships to YouTube Clips: A Legacy Brand's Culture of Innovation with WD-40's Claudia Fenske SUMMARY In this conversation, Claudia Fenske, VP of Global Brand and Innovation at WD-40, discusses the revitalization of legacy brands, emphasizing that innovation is possible even for established companies. She shares insights into WD-40's culture of innovation, user engagement, and the importance of learning from failures. The discussion also highlights the significance of connecting with end users and the role of community in driving brand loyalty and innovation. LINKS * Laura Jones: https://www.linkedin.com/in/lapjones/ [https://www.linkedin.com/in/lapjones/]    * BAV Group: https://www.bavgroup.com [https://www.bavgroup.com/] * Claudia Fenske: https://www.linkedin.com/in/claudia-fenske-a477a267/ * WD-40 Company: https://wd40company.com [https://wd40company.com/] * IRG Humanized Growth: https://instituteforrealgrowth.com/humanized-growth [https://instituteforrealgrowth.com/humanized-growth] * Institute for Real Growth: https://instituteforrealgrowth.org [https://instituteforrealgrowth.org/] TAKEAWAYS * Legacy brands can innovate and stay relevant. * WD-40's origins are rooted in solving real problems. * Innovation is part of WD-40's DNA. * User engagement drives product development. * Sustainability is a key focus for WD-40. * Failures are viewed as learning moments. * Connecting with users creates brand loyalty. * Community involvement enhances brand perception. * Embracing change is essential for growth. * Trusting your inner voice is crucial for innovators.  CHAPTERS 00:00 Revitalizing Legacy Brands 06:04 Innovation Culture at WD-40 12:03 User Engagement and Community 18:01 Embracing Failure and Learning 23:52 Advice for Innovators in Legacy Brands   Opinion Party: the marketing podcast For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com [https://www.theopinionparty.com/] or wherever you get your podcasts.   Season 2 of Opinion Party: the marketing podcast is brought to you by: BAV Group, the world’s leading authority on data-driven branding.™️ Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.com [https://www.bavgroup.com/] Institute for Real Growth We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.com [https://instituteforrealgrowth.com/] CREDITS Host & Executive Producer: Laura Jones [https://www.linkedin.com/in/lapjones/] Executive Producer: Ketzirah Lesser [https://www.linkedin.com/in/ketzirahlesser/] Production & Still Photography: Bronac McNeill [https://www.linkedin.com/in/bronac-mcneill-498a448/] Photography & Film Co-director, Camera, Sound, Edit: Natalie Barrass [https://www.linkedin.com/in/natalie-barrass-561217b/] Photos © Bronac McNeil Photography & Film

Human Connection as Competitive Advantage: Navigating Uncertainty with IRG's Aljan de Boer

SUMMARY Challenging the myth that marketing is "fluffy stuff," Aljan de Boer, Community Director at the Institute for Real Growth (IRG), joins Laura Jones (Global CEO, BAV Group) to reveal how elite CMOs transform human connection into competitive advantage. Drawing from IRG's work with 800+ marketing leaders, Aljan demonstrates how translating societal shifts directly impacts future cash flows—the language CFOs respect. The conversation showcases how marketing leaders who embrace their role as "windows to the world" are uniquely positioned to drive profitable solutions for real human problems, creating value across all stakeholders while delivering measurable business results. LINKS * Laura Jones: https://www.linkedin.com/in/lapjones/ [https://www.linkedin.com/in/lapjones/]    * BAV Group: https://www.bavgroup.com [https://www.bavgroup.com/] * Aljan de Boer: https://www.linkedin.com/in/aljandeboer/ * IRG Humanized Growth: https://instituteforrealgrowth.com/humanized-growth [https://instituteforrealgrowth.com/humanized-growth] * Institute for Real Growth: https://instituteforrealgrowth.org [https://instituteforrealgrowth.org/] * Ikigai of Marketing: https://instituteforrealgrowth.com/pdf/TheFounderPerspectiveTheIkigaiofMarketing.pdf [https://instituteforrealgrowth.com/pdf/TheFounderPerspectiveTheIkigaiofMarketing.pdf] TAKEAWAYS * Marketers serve as "windows to the world," translating societal shifts into future cash flow opportunities * In uncertain times with declining trust in governments, brands have a responsibility to guide consumer behavior * Humanized growth creates value across all stakeholders: colleagues, customers, communities, and capital markets * Profitable problem-solving is the formula for marketing success in today's complex business environment * Deep human connection among leaders drives better business outcomes than focusing on titles and achievements * Marketing's value to the C-suite comes from translating social-cultural trends into future business opportunities * Purpose-aligned product innovation (like Dole's vegan leather from pineapple waste) creates new revenue streams * Most brands (60-70%) are irrelevant to consumers—only those creating meaningful value will survive * Leadership retreats that strip away professional identities help executives reconnect with their core purpose * Marketing is uniquely positioned to influence sustainable consumer behavior where government action falls short CHAPTERS 00:11 The Myth: Is Marketing Just "Fluffy Stuff"? 00:55 Aljan's Role: Building Community Among 800+ CMOs 01:47 The Evolving Challenges of Modern Marketing Leadership 03:14 The Personal Toll of Post-COVID Productivity Culture 04:16 Aljan's Ikigai: Connecting Business with Humanity 06:04 "Human-Proofing" the Future: Creating Relevant, Meaningful Value 07:16 Marketers as "Windows to the World" for Organizations 08:06 Translating Societal Understanding into Future Cash Flow 09:32 IRG's Transformative Experiences: Beyond Business Cards 11:00 The Power of Deep Leadership Retreats in Nature 12:05 Building Lasting Community Among Marketing Leaders 14:03 The Transformative "Crossroads" Question 15:30 The "Where Are You From?" Exercise: Connecting to Core Identity 17:01 Brands as Guides in an Uncertain World 18:17 The Shift from Serving to Guiding Consumer Behavior 19:12 Managing Resistance to Deep Personal Work 21:24 The Humanized Growth Champion Program 22:20 Case Study: Dole's Pineapple Waste to Vegan Leather 23:13 Case Study: Intel's Fake News Identifier 24:10 Profitable Problem-Solving Within Capitalism   Opinion Party: the marketing podcast For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com [https://www.theopinionparty.com/] or wherever you get your podcasts.   Season 2 of Opinion Party: the marketing podcast is brought to you by:  BAV Group, the world’s leading authority on data-driven branding.™️ Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.com [https://www.bavgroup.com/] Institute for Real Growth We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.com [https://instituteforrealgrowth.com/] CREDITS Host & Executive Producer: Laura Jones [https://www.linkedin.com/in/lapjones/] Executive Producer: Ketzirah Lesser [https://www.linkedin.com/in/ketzirahlesser/] Production & Still Photography: Bronac McNeill [https://www.linkedin.com/in/bronac-mcneill-498a448/] Photography & Film Co-director, Camera, Sound, Edit: Natalie Barrass [https://www.linkedin.com/in/natalie-barrass-561217b/] Photos © Bronac McNeil Photography & Film

Be Worthy of Emulation: Creating Meaningful Business Growth with Vodacom's Andisa Ntsubane

Opinion Party: the marketing podcast brought to you by BAV Group & IRG  Season 2: Episode 8 Be Worthy of Emulation: Creating Meaningful Business Growth with Vodacom's Andisa Ntsubane SUMMARY Challenging the myth that "it's not personal, it's business," Andisa Ntsubane, Executive Director of Vodacom Africa Brand Marketing and Communications, shares with Laura Jones (Global CEO, BAV Group) how purpose-driven marketing delivers measurable business results. His "worthy of emulation" leadership philosophy has transformed Vodacom's approach to solving market challenges, resulting in innovations like M-Pesa, which processes $1.2 billion in daily transactions. As the first African president of Cannes Lions' B2B jury, Andisa demonstrates how diversity in leadership changes which work gets recognized globally. The conversation reveals a powerful framework for creating shared value: addressing critical customer needs while driving business growth, with Africa positioned not as a challenge but as the world's greatest laboratory for business innovation. LINKS * Laura Jones: https://www.linkedin.com/in/lapjones/ [https://www.linkedin.com/in/lapjones/]    * BAV Group: https://www.bavgroup.com [https://www.bavgroup.com/] * Andisa Ntsubane: https://www.linkedin.com/in/andisa-ntsubane-cm-sa-fcxp-cx-i-6b258177/ [https://www.linkedin.com/in/andisa-ntsubane-cm-sa-fcxp-cx-i-6b258177/] * Africa 2063: https://www.nepad.org/agenda2063 [https://www.nepad.org/agenda2063] * Vodacom: https://www.vodacom.co.za [https://www.vodacom.co.za/] * M-Pesa: https://www.vodafone.com/about-vodafone/what-we-do/m-pesa  * Cannes Lions: https://www.canneslions.com/awards/jury/andisa-ntsubane-392222 [https://www.canneslions.com/awards/jury/andisa-ntsubane-392222] * Moodset Tedx Talk: https://www.youtube.com/watch?v=PaEz5AXpgUk [https://www.youtube.com/watch?v=PaEz5AXpgUk] * Institute for Real Growth: https://instituteforrealgrowth.org [https://instituteforrealgrowth.org/] * Ikigai of Marketing: https://instituteforrealgrowth.com/pdf/TheFounderPerspectiveTheIkigaiofMarketing.pdf [https://instituteforrealgrowth.com/pdf/TheFounderPerspectiveTheIkigaiofMarketing.pdf] TAKEAWAYS * Purpose as profit driver: Funding vaccines for customers during COVID wasn't charity—it ensured business sustainability * Reframe developing markets: Africa's challenges represent your greatest opportunity for innovation and profit * Simple innovations create massive value: M-Pesa's $1.2B daily transactions came from solving basic payment friction * B2B brands have untapped power: DP World's 3° temperature adjustment removed emissions of 3.8M cars * Leadership mindset matters: Creating intentional "mood sets" measurably drives team performance * Personal transformation drives business transformation: Deep purpose work unlocks leadership breakthroughs * Representation changes outcomes: Having Africans on Cannes juries meant African work finally won * "Worthy of emulation" provides a powerful decision filter for both business and personal choices * Building cross-industry leadership communities creates tangible competitive advantage * Solve problems profitably: The most successful businesses make significant money addressing real needs CHAPTERS 00:10 Busting the Myth: "It's Not Personal, It's Business"  01:45 Introducing Andisa Ntsubane: The Afro-Optimist  03:20 The Transformative Impact of the IRG Community  06:11 The Panama Retreat: Finding Personal Purpose  10:06 The "Worthy of Emulation" Philosophy  14:01 Representation Matters: Driving African Presence at Cannes  16:48 B2B Brands Solving the World's Biggest Problems  19:42 The Success Story of M-Pesa: Mobile Money Innovation  22:33 Africa as the Greatest Business Opportunity  24:54 Humanized Growth in Action: Vaccines During COVID  28:34 Different Perspectives, Same Opportunity Opinion Party: the marketing podcast For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com [https://www.theopinionparty.com/] or wherever you get your podcasts.   Season 2 of Opinion Party: the marketing podcast is brought to you by:  BAV Group, the world’s leading authority on data-driven branding.™️ Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.com [https://www.bavgroup.com/] Institute for Real Growth We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.com [https://instituteforrealgrowth.com/] CREDITS Host & Executive Producer: Laura Jones [https://www.linkedin.com/in/lapjones/] Executive Producer: Ketzirah Lesser [https://www.linkedin.com/in/ketzirahlesser/] Production & Still Photography: Bronac McNeill [https://www.linkedin.com/in/bronac-mcneill-498a448/] Photography & Film Co-director, Camera, Sound, Edit: Natalie Barrass [https://www.linkedin.com/in/natalie-barrass-561217b/] Photos © Bronac McNeil Photography & Film