North Star Leaders

What happens when marketing stops being just about transactions and becomes a true driver of brand loyalty and business growth? In this episode, Lindsay Pedersen dives into the world of marketing with Jessica Shapiro, CMO at LiveRamp, to uncover how businesses can create meaningful connections with customers while delivering measurable value. You’ll hear them discuss: * The human side of marketing where understanding people—both customers and team members—and drives Jessica’s success as a marketing leader. * The similarities and differences between marketing to businesses and consumers, from sales cycles to customer relationships. * Learn how LiveRamp enables companies to securely share data to drive better ad targeting, improve ROI, and create relevant customer experiences without compromising privacy. * Finding the right leadership fit and why a CEO’s belief in the power of brand is essential for successful marketing leadership. * Balancing the fine line between delighting customers with relevant ads and avoiding a "creepy" overreach in personalization. * Collaboration is the ****critical role of marketing in supporting sales teams and building a unified approach to customer engagement. Resources: Jessica Shapiro on LiveRamp [https://liveramp.com/] | LinkedIn [https://www.linkedin.com/in/jessicamshapiro/]  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/]

How do you craft a story that resonates with both investors and customers? In this episode of North Star Leadership podcast, Erika Shaffer - a Director for Strategic Communication for Madrona Venture Group, shares her insights on the art of storytelling in business. She highlights the importance of tailoring the narrative for different audiences—investors versus customers—and the key role of authenticity and empathy in making a lasting impact. * Storytelling for investors often focuses on trends, technology, and potential returns, with AI being a recurring theme. * When communicating to customers, the focus shifts to the value they will receive, with less emphasis on technology like AI unless it directly benefits them. * Authenticity in communication builds trust, while using buzzwords like AI without clear explanation can lead to distrust. * Founders must be clear about what the market needs and how their product serves that need, aligning their communication with the audience's values. * Erika shares her experience with writing content for Madrona, emphasizing the importance of balancing expert insights with actionable advice for founders. RESOURCES Erika Shaffer on Madrona Website [https://www.madrona.com/] I LinkedIn [https://www.linkedin.com/in/erikashaffer/] I Email: erika@madrona.com [erika@madrona.com] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact] I Connect with me on LinkedIn [https://www.linkedin.com/in/lindsaypedersen/]

What’s the one thing you do better than anyone else? And how can understanding this unique strength transform the way you work and lead? In this episode of North Star Leadership Podcast, Lindsay Pedersen sits down with Court Lorenzini, past CEO of Docusign, to explore the concept of “superpowers” and their critical role in personal and professional success. Court shares his journey of creating a framework for identifying these innate strengths, offering practical advice for leaders and teams striving to unlock their full potential. * Defining your superpower: Discover the unique skill or talent that sets you apart and learn how to leverage it effectively. * Team dynamics: Why building teams with complementary strengths is essential for success—and how mismatched roles can lead to failure. * Strengths over weaknesses: Focus on amplifying what people are naturally great at rather than fixing weaknesses. * The "dark side" of superpowers: How every strength can have a downside—and how awareness can mitigate its impact. * Practical application: Aligning individual superpowers with organizational goals for better performance and fulfillment. Whether you’re a leader, entrepreneur, or team member, this episode will inspire you to uncover your superpower and harness the power of others to achieve remarkable results. Resources: Court Lorenzini on LinkedIn [https://www.linkedin.com/in/court-lorenzini-333447/] Founder Nexus on the Web [https://www.foundernexus.com/] | LinkedIn [https://www.linkedin.com/company/foundernexus/] Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact]

How do you create a brand that stands the test of time? In this episode of North Star Leaders, Lindsay Pedersen sits down with Cammie Dunaway, CMO of Duolingo and Yahoo, among other Hall of Fame companies, to discuss what it really takes to build a lasting brand. They dive into the key moments of Cammie’s career and the lessons she’s learned, from navigating career phases to understanding the critical role CEOs play in shaping their company’s brand. Plus, they talk about why long-term brand value is crucial for businesses looking to thrive beyond short-term performance metrics. * Career Phases: Cammie breaks down the three stages of a career—learning, earning, and returning—and how each phase impacts professional decisions. * The CEO’s Role in Branding: Cammie discusses why CEOs need to own the brand, ensuring that every decision reflects the company’s core values. * Building Long-Term Brand Value: The conversation highlights why brands need consistency, not just performance marketing, to build lasting customer loyalty. * Changing Investor Priorities: Investors are shifting focus, recognizing that building a strong brand is key to long-term business success, beyond just short-term growth. * Balancing Work and Joy: Cammie reflects on how her husband’s perspective on her happiness at work influenced her career choices and the importance of finding joy in what you do. Resources: Cammie Dunaway on https://www.linkedin.com/in/cammiedunaway/LinkedIn [https://www.linkedin.com/in/cammiedunaway/] Lindsay Pedersen - https://ironcladbrandstrategy.com/contactContact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact]

What’s the secret to pitching a compelling business idea? In this episode of North Star Leaders, Lindsay Pedersen talks with Greg Gottesman, co-founder of Pioneer Square Labs (PSL), about the art of storytelling in startups, using AI to scale businesses, and the journey of transforming ideas into thriving companies. They also explore Greg's transition from venture capital to the startup world, sharing insights on building companies and the transformative role of AI in business. * Storytelling as Strategy: Greg emphasizes the importance of a clear, engaging narrative to captivate investors, customers, and team members from the start. * Crafting a Winning Pitch: He provides tips on how a well-told story can make complex business ideas relatable, laying the foundation for funding and growth. * Connecting with Investors: A strong narrative evokes emotion, helping investors envision the future impact of a business. * AI's Role in Startups: PSL utilizes AI tools to accelerate development, producing code and reducing costs for early-stage companies. * Building Faster with AI: Greg describes AI’s potential to handle operational tasks, enabling founders to launch quicker and more efficiently. * Future of Human-AI Teams: He sees AI complementing human skills in startup teams, boosting productivity. Resources: Greg Gottesman LinkedIn [https://www.linkedin.com/in/greggottesman/] | https://x.com/greggottesmanX (Twitter) [https://x.com/greggottesman] | Pioneer Square Labs [http://www.pioneersquarelabs.com/] | Email [greg@psl.com] Lindsay Pedersen - https://ironcladbrandstrategy.com/contactContact me to tell me who you'd like to hear as a guest! [https://ironcladbrandstrategy.com/contact]