Mind the Machine

The Marketing Genius Behind Liquid Death’s Explosive Growth

Liquid Death is one of the most talked-about brands in the world.In this conversation, Cheryl sits down with SVP of Marketing Daniel Murphy to learn how Liquid Death built a brand that people actually pay attention to — from using comedy as their core strategy, to creating marketing that goes viral.You’ll hear how they think about brand identity, attention, partnerships… and why most companies waste money on marketing that doesn’t work.Follow Mind the Machine:Instagram: https://www.instagram.com/mindthemachinepodcastTikTok: https://www.tiktok.com/@mindthemachinepodcastWebsite: https://findgood.tech/LinkedIn: https://www.linkedin.com/company/findgood-tech/Book Cheryl to speak at your company or community, she’s trained executives at Fortune 100 companies and has taught practical AI courses at 7 universities and has led a series of Hack-a thons for all levels of learners. You can submit a booking inquiry through FindGood.tech speaking contact page to discuss keynotes, panels, or corporate events. https://findgood.tech/speaking/AAE Speakers Bureau: You can check her availability and request fee information through All American Entertainment (AAE). They handle logistics, offer negotiations, and contractual assistance.Direct Contact: For general inquiries, her team can be reached at team@findgood.tech or via her LinkedIn profile. https://www.linkedin.com/in/ckgoodman00:00 What “brand” actually is00:24 Show intro00:54 Founder background and early failures02:21 What makes Liquid Death different02:46 Entertainment-first marketing strategy03:28 Why comedy is their North Star04:00 Building a brand people share05:30 Product positioning and packaging strategy07:01 The cultural trends driving growth08:55 Creating conversation and social impact09:16 Why most marketing fails today10:40 Attention economy and entertainment vs ads12:00 Measuring success with shares12:27 AI and why it’s not the answer (yet)15:29 Left brain vs right brain marketing18:02 Why most companies kill bold ideas18:42 The real risk in marketing19:47 Leveraging partnerships and collaborations21:36 The hardest part of building a brand24:22 What makes a great CMO26:49 Origin of Liquid Death28:11 Marketing across the entire funnel31:24 How they approach partnerships32:48 Why brand matters more than product34:16 Final thoughts

How to Build Your Own AI Digital Twin

What if you could clone yourself… digitally? In this episode of Mind the Machine, Cheryl Goodman breaks down how to build your own AI-powered digital twin — a system that can think, write, and communicate like you. You’ll learn what a digital twin actually is, how it’s different from tools like ChatGPT, and the exact steps to create one using tools available today. More importantly, Cheryl walks through the most critical part of the process — how to structure your data, define your thinking, and train your AI so it actually reflects you. If you’re a founder, creator, or professional looking to scale your time and output, this is one of the most practical applications of AI you can start using right now. 00:00 What is a Digital Twin? 00:53 Welcome + Episode Overview 01:46 What You’ll Learn 02:05 What is a Digital Twin? (Definition) 03:01 Operational vs Personal Twins 04:39 Step 1: Gather Your Data 06:13 Decision Framework 07:57 Organizing Your Data 08:20 Step 2: Choose Your Platform (Claude, GPT) 09:02 Starter vs Advanced Twins 11:36 Step 3: System Prompt (Most Important Step) 13:07 How to Think Like Your Twin 13:57 Iteration & Testing 14:18 Step 4: Upload & Organize Data 15:27 Maintenance + Updates 15:52 Privacy & Security 16:19 Step 5: Testing Your Twin 17:23 How to Use Your Twin 18:52 Why This Is Different From ChatGPT 19:43 Treat It Like a Living Asset 20:02 Common Mistakes to Avoid 21:42 Final Thoughts 22:06 Recap  22:28 The Bigger Opportunity 23:11 Outro

The Future of AI in Business (And What Most People Get Wrong)

What does AI actually change about how businesses operate? In this conversation, Wiley Jones (co-founder and CEO of Doss) breaks down the real shift happening right now — and why most people are thinking about it the wrong way. From the evolution of computing (mainframes → cloud → AI) to the rise of “AI-native” companies, this episode explores how work is being redefined… and what actually matters if you want to build something that lasts. This isn’t about tools. It’s about how you think. The IQ Era: https://www.linkedin.com/pulse/recap-mwc-final-day-iq-era-cheryl-k-goodman-tsuic/ [https://www.linkedin.com/pulse/recap-mwc-final-day-iq-era-cheryl-k-goodman-tsuic/] 00:00 Opening: “You can’t escape who you are” 00:13 Intro to Wiley Jones and Doss   01:06 What Doss does (explained simply)   03:00 The architecture shift behind AI   05:50 Should companies rebuild everything for AI?   08:02 What actually matters in an AI-driven world   10:06 What machines vs humans should focus on   11:54 Why understanding your business matters more than AI   13:30 Wiley’s path and early lessons   15:17 Why great products still fail   21:15 Finding your “thing” (the constellation idea)   23:00 Why conviction matters in building anything   25:08 The myth of “AI magic”   28:10 How to actually start using AI today   32:09 The truth about hallucinations and limitations   37:54 The future of AI and society   41:52 What Doss is building and who it’s for

AI Will Be in Everything You Do Soon. Get Ready.

AI is rapidly transforming how work gets done, but most people are only scratching the surface of what’s possible. In this episode of Mind the Machine, we sit down with Jay Hack, Head of AI at ClickUp and co-founder of Codegen, to explore how AI is changing productivity, software, and the future of work. Jay shares his journey from studying AI at Stanford to building startups and eventually leading AI strategy at one of the fastest growing work platforms in the world. We discuss common myths about AI, why hallucinations shouldn’t stop you from using it, and why learning AI today may be as important as learning to use the internet in the 1990s. If you’re curious about where AI is headed and how it will reshape the way humans work alongside intelligent systems, this conversation offers a thoughtful and optimistic perspective. Follow Mind the Machine Instagram: https://www.instagram.com/mindthemachinepodcast TikTok: https://www.tiktok.com/@mindthemachinepodcast Website: https://findgood.tech/ LinkedIn: https://www.linkedin.com/company/findgood-tech/ Timestamps 00:00 Introduction and why AI will shape everything we do 00:18 Meet Jay Hack, Head of AI at ClickUp 01:06 Jay’s background and early interest in AI 03:30 Learning AI as a student and early machine learning work 05:40 What AI looked like before ChatGPT 07:00 The biggest myths people believe about AI 08:30 Why AI hallucinations shouldn’t stop you from using it 12:30 Why AI will transform industries like medicine and law 15:30 What it means to build an AI-native company 18:20 The rise of AI agents and productivity tools 22:00 How ClickUp is integrating AI into work 26:00 AI tools people should explore beyond ChatGPT 29:40 Why the future of work will involve humans collaborating with AI 33:00 “A nation of geniuses in a data center” and what that means 36:00 Final thoughts on learning AI today

The Hope in AI: How to Lead Confidently and Build Without Fear

Artificial intelligence feels overwhelming for a lot of people right now. The speed is fast, the tools are endless, and the noise can make it hard to know what actually matters.In this keynote-style talk, Cheryl Goodman reframes AI through a different lens: not hype, not fear, and not magic, but understanding. By grounding AI in history, fundamentals, and purpose, this session focuses on how real people and organizations can think clearly, act responsibly, and move forward with confidence.You’ll learn why AI is a general-purpose technology, how to think about risk and cost, what hallucinations really are, and why understanding matters more than speed. Most importantly, this talk centers on the idea that hope in AI is not wishful thinking, but a valid expectation when knowledge replaces fear.This a framework for leading and building in the age of AI.AI Fluent Course: https://findgood.tech/ai-fluent-in-person-course/Book Cheryl to speak at your company or community, she’s trained executives at Fortune 100 companies and has taught practical AI courses at 7 universities and has led a series of Hack-a thons for all levels of learners. You can submit a booking inquiry through FindGood.tech speaking contact page to discuss keynotes, panels, or corporate events. https://findgood.tech/speaking/AAE Speakers Bureau: You can check her availability and request fee information through All American Entertainment (AAE). They handle logistics, offer negotiations, and contractual assistance.Direct Contact: For general inquiries, her team can be reached at team@findgood.tech or via her LinkedIn profile. https://www.linkedin.com/in/ckgoodman00:00 Introduction – What This AI Talk Promises01:23 The “Three Theories” Behind AI03:17 The Hope in AI Framework04:54 What We’ll Cover Today06:20 Where Do You Stand on AI?08:11 The Generative AI Explosion09:41 Why AI Is Not Just Hype12:19 Why Speed Isn’t the Goal14:18 What AI Actually Is15:26 Tokens – The True Cost of AI17:18 Core Concepts: Vectors, Embeddings, Weights18:19 Everything Is Numbers – How Prediction Works22:42 Temperature – Creativity vs Predictability24:10 Context, Meaning & Word Embeddings26:13 Weights & Bias – Why Training Matters31:56 Hallucinations & Error Rates33:32 AI as a Partner (Not a Replacement)35:12 What AI Can Already Do36:05 Prompt Engineering Explained38:42 Jobs, Infrastructure & Investment Implications39:10 The Hope Framework Recap40:48 Final Takeaways