Podcast Summary: The Community Code — Building Brand Loyalty Beyond the Transaction

In this episode, Sacha Awwa dives deep with Michael Puhala, Chief Community Evangelist at Khoros, a trailblazer in the digital community space. With over a decade at the forefront of online community innovation, Michael has helped some of the world’s top brands—like Microsoft, Spotify, and Sephora—build thriving ecosystems that drive retention, loyalty, and long-term customer engagement.

From the early days of gamer forums to the rise of AI-assisted support and ideation hubs, Michael unpacks how brands can turn passive customers into active participants. This episode is essential for marketers, CX leaders, and product teams who want to build customer relationships that last.

Key Topics Discussed:

1. The Evolution of Community Strategy

• Why digital communities predate social media—and how they still matter more
• From support channels to data goldmines: how community became strategic
• How post-COVID dynamics revived the role of community in brand building

2. Community as a Retention Engine

• Why Sephora community members spend 2.5x more than non-members
• The difference between customer-to-brand and customer-to-customer engagement
• Using forums and ideation to support loyalty, CSAT, and product development

3. From Forums to Flywheels

• How brands like Zoom and Southwest scale support through community
• The power of community-driven SEO: 180-day payoff, long-term value
• Super users as volunteers, evangelists, and customer service amplifiers

4. B2B vs. B2C Communities

• The surprising overlap between Spotify and Shopify
• Why use cases like support, ideation, and lifestyle education apply across sectors
• Community KPIs: lifetime value, churn reduction, CSAT, and content generation

5. Community & AI: A New Frontier

• Why AI needs community more than the reverse—for now
• Summarization, prioritization, and churn prediction: AI’s real role in communities
• How generative AI will transform federated search and product-embedded support

6. Avoiding the Community Pitfalls

• Why “build it and they will come” doesn’t work
• The death of MQLs and the rise of behavior-based engagement
• Why community is a long-tail investment, not a short-term marketing fix

Key Takeaways for Founders & Marketing Leaders:

• Treat community like a listening channel—not a marketing one
• The first 90 days of a new community initiative are critical—don’t wing it
• Don’t treat community like a campaign; it’s a flywheel, not a funnel
• Community members are your highest-value customers—invest accordingly
• Surround yourself with experienced community leaders from day one

Follow Michael Puhala’s Work:
📍 LinkedIn
📖 Human Traits — A speculative novel exploring humanity’s future with AI

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Podcast Summary: Cracking the Meta Code — Scaling Ads with Strategy, Not Just Spend

In this episode, Sacha Awwa sits down with Manel Gomez, a Meta ad specialist managing $300K–$500K/month in spend for e-commerce brands across the U.S. and Europe. With over $25M in profitable ad spend under his belt and regular appearances at Meta HQ, Manel breaks down the technical evolution of Facebook Ads and how founders can navigate the increasingly competitive paid social landscape.

From bidding strategies to AI tools and platform trends, Manel offers a masterclass in modern media buying. Whether you're spending $30 or $30,000/day, this episode is a must-listen for anyone trying to make paid ads work in 2025.

Key Topics Discussed:

1. The Evolution of Meta Advertising

• How ad strategy shifted from 2016’s low-hanging fruit to today’s competitive battlefield
• The impact of COVID in three waves: low CPMs, the “golden era,” and post-boom attrition
• Why today's ad success requires deeper thinking, not just platform familiarity

2. Budget, ROAS & Reality Checks

• The importance of setting a daily budget based on your average order value (AOV)
• Why under-spending leads to poor machine learning performance
• How to manage client expectations on ROAS and discovery

3. Manual Bidding & Wave Surfing

• The power of manual bidding: cost cap vs. bid cap explained
• “Overbidding” to dominate the auction and bully competitors
• Timing ad spend around consumer behavior, pay cycles, and Shopify data

4. Creatives That Convert

• Why most user-generated content (UGC) is dying out
• Testing different formats (before/after, meme-style, image vs. video)
• Finding the one ad that drives scale—it’s 95/5, not 80/20

5. Platform Myths & Meta’s Real Agenda

• Why you should ignore most Facebook rep suggestions
• Advantage+ and multi-advertiser placement: what to watch out for
• The coming wave of Instagram Checkout and native shopping within Meta

6. The AI Reality Check

• Why AI is useful—but not a magic wand
• How tools like 11 Labs and Lovvo.ai can improve scale and localization
• Why human strategy still beats automation—for now

Key Takeaways for Founders & Media Buyers:

• Don't skip the research. It fuels every winning ad.
• Testing should be intentional, not guesswork.
• Your first goal is to find one killer creative.
• Strategic spend > impulsive scale.
• Ride the market waves—don’t fight them.

Follow Manel’s work and insights:

📍 Instagram: @manelgomez

📍 YouTube: Manel.gomez

📍Website: Meta Scaling Accelerator

🎙️ Speaker at Affiliate World, Ads Accelerator & more

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Podcast Summary: Building Culture, Systems & Legacy with Justin Gold

In this episode, Sacha Awwa sits down with Justin Gold—founder and CEO of multiple award-winning businesses in the beauty industry, including the renowned salon The Changing Room. A second-generation entrepreneur with over 15 years of experience, Justin shares his journey from breakdancing and corporate finance to becoming a national educator for Matrix and a transformative coach for salon owners and entrepreneurs.

Justin opens up about the evolution of his family business, the importance of structure and culture in service-based industries, and how giving back—through education, mentorship, and innovation—has become his driving purpose.

Whether you’re building a brick-and-mortar business or launching a product in a crowded e-commerce space, Justin’s story is full of lessons on resilience, systems thinking, and defining your North Star.

Key Topics Discussed:

1. From Suit & Tie to Salon Chair

• Immigrant roots and the family business legacy
• Trading corporate finance for entrepreneurship
• How creative freedom and family needs shaped his path

2. Culture Is the Oil in the Machine

• Why businesses need intentional values and structure
• Building a team around core values like respect, professionalism, and consistency
• Culture as a competitive advantage you can feel—not just see

3. Coaching & Giving Back

• Starting as a salon educator, expanding into broader business coaching
• Why giving back helps refine your own leadership
• Building a systemized roadmap for success in creative industries

4. Scaling Beyond the Chair

• Turning salon pain points into e-commerce wins (like custom Velcro towels)
• How to validate a niche product and bring it to market
• Why skin in the game—time, travel, investment—builds business credibility

5. The Long Game of Entrepreneurship

• Navigating failure, handshake deals gone wrong, and costly missteps
• Why starting with internal clarity matters more than watching the competition
• The value of optimism, accountability, and just starting

Key Takeaways for Business Owners & Creatives:

• Systems are your scaffolding—creativity thrives with structure.
• Your core values are your compass. Hire and fire by them.
• Educate before you sell. Great products still need storytelling.
• Give back to grow. Teaching others can clarify your own path.
• Start small, think big. Every empire begins with one solid foundation.

Follow Justin’s work in salon coaching, innovative beauty products, and entrepreneurial education at Rise CC – Justing Gold – Beauty Industry Coaching Expert

IG: Rise Coaching & Consulting (@risecoachingconsulting) • Instagram photos and videos

LinkedIn: (9) Justin Gold | LinkedIn

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Podcast Summary: Cultural Branding, DEI, and Creative Authenticity with Bre Fernandez

In this episode, Sacha Awwa sits down with Bre Fernandez—an award-winning Associate Creative Director, professor of advertising at the University of Miami and Miami Ad School, and rising local comedian. Known for her bold creative voice and deep cultural fluency, Bre unpacks her unconventional journey from law school dropout to creative leader, touching on everything from the importance of representation in branding to how comedy fuels her storytelling.

With firsthand experience in both multicultural and general market advertising, Bre offers a refreshing and unfiltered perspective on navigating the “brovertising” world, the evolution of DEI, and why authenticity, nuance, and research are non-negotiable in successful campaigns today.

Whether you’re a small business owner, marketer, or creative looking to make work that actually resonates, this conversation is packed with insight—and laughs.

Key Topics Discussed:

1. From Law School to Ad World

• Bre’s Cuban upbringing and traditional career expectations
• Discovering creative advertising through Miami Ad School
• Cracking into a legacy-driven, network-dependent industry

2. The Cultural Layer of Branding

• Why DEI and multicultural advertising are not interchangeable
• How diverse internal teams lead to stronger external messaging
• Dissecting tone-deaf campaigns (hello, Kendall Jenner/Pepsi)

3. DEI in Advertising: Beyond Buzzwords

• Why diversity must go beyond optics to real decision-making power
• The role of DEI post-2020 and how it’s being politicized today
• Representation vs. inclusion: who’s in the room vs. who’s heard

4. Human-Centered Creativity in an AI World

• Why AI is a tool, not a replacement for nuanced storytelling
• The risk of creative atrophy when we rely too heavily on tech
• Teaching students to balance innovation with critical thinking

5. Brand Authenticity & Speaking to Real Audiences

• Why research matters more than assumptions
• Why brands need to know their primary, secondary, and tertiary audiences
• Case studies of brands that got it right (Dove, Nike) and wrong (Bud Light, Heineken)

6. Entrepreneurship, Comedy, and the Creative Outlet

• Why having a creative outlet is crucial to avoid burnout
• Bre’s emerging comedy career and using humor as a form of cultural commentary
• Juggling multiple identities and finding alignment between personal voice and professional work

Key Takeaways for Creatives & Entrepreneurs:

• Research is not optional. You can’t speak to a culture you haven’t studied or experienced.
• AI can help, but creativity needs a human pulse. Don’t let technology dilute your voice.
• Authenticity is currency. Consumers see through performative branding—real wins every time.
• Diverse voices build better campaigns. It’s not just good ethics—it’s good business.
• Start where your audience lives. Whether that’s Facebook Marketplace or stand-up mics, your people are somewhere—go meet them there.

🎤 Follow Bre’s work in advertising, her hilarious takes in the comedy world, and her insights on LinkedIn under #Breisms.

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Podcast Summary: Building Thought Leadership with Zachary Bernard, Founder of We Feature You

In this episode, Sacha Awwa welcomes Zachary Bernard, a 21-year-old entrepreneur and the founder of We Feature You, a public relations firm helping clients become recognized thought leaders through strategic media placements. Based in Dieppe, New Brunswick, Canada, Zachary has worked with hundreds of clients across North America since launching the agency in 2021. His firm’s unique value lies in helping businesses—especially early-stage and underfunded ones—leverage PR and podcasting to establish credibility, build authority, and grow their influence.

From landing press in Forbes and Entrepreneur to using podcast appearances as core marketing assets, Zachary explains how companies can tap into PR without needing a massive budget. He shares how he built his business by “doing what he preaches,” and why storytelling, authenticity, and consistency matter more than ever in today’s media-saturated world.

Key Topics Discussed:

1. Zachary’s Journey Into PR & Entrepreneurship

• Starting as a gamer selling in-game items
• The realization that marketing drives all business
• Launching We Feature You while still in university
• Leaving school to go full-time into entrepreneurship

2. Making PR Accessible for Small Businesses

• Why PR isn’t just for unicorn startups
• How even a $1K investment can move the needle
• Starting with HARO, Connectively, and other DIY PR tools
• Why credibility matters more than traffic in the early stages

3. Why Podcasting Became Central to PR

• Podcasting as a personal storytelling and authority-building tool
• The shift from traditional PR to podcast-based branding
• Repurposing podcast content for SEO, social, and sales
• Why video-based podcasting is the future of founder visibility

4. Building Thought Leadership That Converts

• How to pitch value, not just a story
• The power of third-party validation
• Differentiating between “first-person” and “third-person” proof
• Using podcast clips in onboarding and sales enablement

5. Trends in Media, PR, and Authentic Branding

• Authenticity in a post-AI world
• The rise of founder-led brand narratives
• Leveraging podcasts as evergreen content
• Why transparency and credibility are becoming non-negotiable

6. Overcoming Barriers to Entry in PR

• Debunking the myth that PR is too expensive
• When PR is (and isn’t) the right marketing investment
• How to measure success when results aren’t always direct-response
• Why PR amplifies your existing marketing instead of replacing it

7. Zach’s Process for Onboarding Clients

• Strategy-driven outreach tailored to each founder’s voice
• Focusing on podcasts that deliver both reach and relevance
• How he preps clients to speak to both personal and professional stories
• Setting expectations and ensuring clients use the media assets

Key Takeaways for Founders & Business Owners:

• Start small, but start smart—you don’t need a massive budget to begin building authority.
• Use what you create—repurpose podcast content into marketing gold.
• PR doesn’t replace marketing—it enhances it when done right.
• Third-party validation builds trust faster than any sales page.
• Authenticity and consistency win—especially in a world where AI-generated content is on the rise.

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Podcast Summary: The Evolution of Influencer Marketing with Paula Bruno, CEO of Intuition Media Group

In this episode, Paula Bruno, CEO and founder of Intuition Media Group, joins the show to unpack the ever-evolving world of influencer marketing. With over 15 years of experience in the space, Paula has been at the forefront since its early days—helping shape influencer compensation models, brand collaborations, and authentic creator-brand relationships.

From Twitter parties to TikTok, Paula walks us through the industry’s transformation and what brands need to know to successfully navigate this marketing channel today. Her agency has worked with major brands like Canon USA, TikTok, GoDaddy, and Hyundai—managing over 750 campaigns and generating 3 billion impressions.

Key Topics Discussed:

1. The Early Days of Influencer Marketing

• From a male-dominated industry to founding Intuition Media Group
• How Twitter parties and blogger communities pioneered influencer culture
• Hosting one of the largest women’s blogging conferences in the U.S.

2. The Rise of Instagram & Beyond

• How the influencer landscape shifted from blogs to Instagram and video content
• The growth of influencer platforms and networks
• Why Instagram became a key driver of brand engagement

3. Strategy Behind Influencer Selection

• Why follower count doesn’t equal influence
• The importance of authenticity and brand alignment
• Educating brands on letting go of control and trusting creators

4. Best Practices for Brands Getting Started

• Establish clear KPIs and be willing to pivot
• Give influencers creative freedom within brand guardrails
• Focus on engagement, not just visibility

5. Influencer Marketing Trends in 2025

• Diversification beyond TikTok (YouTube Shorts, LinkedIn, Instagram Reels)
• The growth of micro-communities (Substack, Discord, Threads)
• Live shopping and creator-led commerce
• Ethical and sustainable brand partnerships
• AI-assisted content and the legal implications of using AI

6. Micro-Influencers, Local Strategies, and Affordability

• How even small businesses can smartly tap into influencer marketing
• Leveraging local creators and product gifting
• Tips for brands that don’t have $200K budgets

7. Legal & Ethical Considerations Around AI

• Why disclosing AI use in campaigns is essential
• How AI is shaping discovery, scripting, and editing
• The role of contracts and legal preparedness in content usage

Key Takeaways for Marketers & Business Owners:

• Don’t over-prioritize follower count—authenticity wins.
• Know your KPIs and align content strategy with your goals.
• Test, learn, pivot. Influencer marketing is about relationships and resonance.
• Micro-communities and live commerce are on the rise—lean in now.
• AI is powerful, but brands must be aware of compliance and IP risks.

Connect with Paula & Intuition Media Group:
🌐 Website: Intuition Media Group
📸 Instagram: @intuitionmediagroup
📩 LinkedIn: Paula Bruno

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Podcast Summary: Exploring Transformation with Ragnhild G. Isdahl, Founder of The New Viking

In this episode, Ragnhild G. Isdahl, founder of The New Viking, joins the show to share her journey of transformation—from a corporate marketing career to a path of holistic healing, retreats, and online courses. Born in Norway and raised across multiple countries due to her father's work in the cruise industry, Ragnhild’s global perspective shaped her deep connection to exploration, heritage, and self-discovery.

Through The New Viking, Ragnhild blends ancient Nordic wisdom with modern transformation techniques, offering immersive retreats and online programs designed to guide individuals toward inner growth, meditation, and connection with their roots.

Key Topics Discussed:

1. The Journey from Corporate to Holistic Entrepreneurship

• Ragnhild’s early career in international branding and marketing at L’Oréal
• The transition from a high-pressure corporate job to entrepreneurship
• Overcoming personal challenges and finding meditation as a transformative tool

2. The Meaning Behind The New Viking

• How a TV pilot idea evolved into retreats and digital courses
• The shift from external exploration to inward self-discovery
• Why curiosity and adventure are at the core of The New Viking brand

3. The Synergy Between Vikings and Meditation

• How Vikings embodied not just conquest but curiosity, entrepreneurship, and adaptability
• The parallels between ancient exploration and the modern journey of self-discovery
• The role of meditation in navigating life’s internal battles

4. Building a Business in Holistic Wellness

• Challenges of launching and sustaining a retreat-based business
• How COVID-19 disrupted plans and led to a pivot into online courses
• The importance of perseverance and trusting the journey

5. Meditation as a Tool for Entrepreneurs and Leaders

• How meditation fosters creativity, clarity, and emotional resilience
• Why successful leaders integrate mindfulness into their routines
• Practical tips for anyone starting their meditation practice

6. Advice for Entrepreneurs on Their Journey

• Use meditation as a check-in tool—intuition can guide business decisions
• Seek advice without fear—asking for help opens doors and opportunities
• Understand that ‘no’ isn’t failure—it may be a pivot toward a better path

Key Takeaways for Entrepreneurs & Business Owners:

• Your journey may not be linear, but every challenge contributes to growth.
• Meditation isn’t just for relaxation—it’s a tool for strategic clarity and resilience.
• If you're passionate about something, perseverance will carry you through obstacles.

Connect with Ragnhild & The New Viking:

• Website
• Instagram: @TheNewViking
• Subscribe to the Newsletter on Substack

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In this episode, Omar Alvarez, founder of Kinnect, joins the show to discuss how his platform is redefining relationships by helping people preserve their most meaningful moments. As a first-generation Puerto Rican and Guatemalan entrepreneur, Omar brings a wealth of marketing and growth experience from major brands like Nike, Levi’s, and Hims & Hers to the startup world. His journey into relationship-tech is deeply personal, inspired by loss, legacy, and the need for more authentic, private ways to capture family memories.

Key Topics Discussed:

1. The Inspiration Behind Kinnect

• How Omar’s experience at top companies shaped his entrepreneurial mindset
• The personal losses that sparked his vision for a legacy-preserving platform
• The realization that inclusivity in tech goes beyond hiring—it’s about serving diverse communities authentically

2. The Importance of Preserving Memories in a Digital Age

• Why traditional social media isn’t built for personal, long-lasting memory sharing
• The emotional and psychological impact of capturing life’s moments privately
• How Kinnect is bridging the gap between technology and human connection

3. Navigating the Leap from Corporate to Entrepreneurship

• Transitioning from well-funded corporate roles to the uncertainty of startups
• The mental resilience required to leave stability behind and build something new
• Learning to let go of assumptions about who will support you on the journey

4. The Reality of Building a Community-Driven Product

• How to engage Reddit, TikTok, and Instagram communities for organic growth
• Why word-of-mouth and authentic engagement matter more than paid ads
• The role of partnerships in growing a mission-driven business

5. Fundraising as a First-Generation Latino & Queer Entrepreneur

• The challenges of accessing venture capital as an underrepresented founder
• How to find niche investment communities that align with your values
• A powerful story of overcoming adversity in the investment world and proving resilience

6. Key Lessons in Entrepreneurship & Marketing

• Why marketers make great founders (and shouldn’t be underestimated)
• The importance of positioning, customer research, and community-building
• How shifting go-to-market messaging can unlock growth instantly

Key Takeaways for Entrepreneurs & Business Owners:

• For entrepreneurs: Self-belief is key, but so is surrounding yourself with mentors and supportive communities
• For marketers: Your ability to understand customers and create effective positioning is a superpower in business
• For everyone: If you don’t put yourself out there and ask for help, connections, or funding, no one will know you need it

Connect with Omar Alvarez & Learn More About Kinnect:

• Visit Kinnect’s website
• Follow Omar on LinkedIn

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