Your Brand Amplified

Anika sat down with Joshua Evarts to explore how the rapid acceleration of artificial intelligence and digital communication impacts the fundamental engine of every business: human relationships. Drawing from a diverse career leading national security software companies, managing historic building restorations, running a community cigar lounge, and parenting a son working at OpenAI, Joshua offered practical insights into balancing technological automation with authentic connection, intentional culture building, and genuine curiosity.

In This Episode
Transitioning from early software programming on a Commodore 64 to leading national security tech companies
The accidental pivot from accounting to building Easy Street Draw for automobile accident and homicide investigations
Deploying to Iraq and working with New Scotland Yard on post-blast investigations
Surviving stage 3 pancreatic lymphoma in 2020 and how facing mortality reshaped his perspective on presence
Opening a historic cigar lounge and discovering that authentic generosity is contagious
The reality of parenting an OpenAI employee and navigating generative AI at the dinner table
Why genuine relationships and curiosity remain the ultimate competitive advantages in an automated world
The philosophy behind his book series, starting with If Jesus Smoked Cigars: Eight Lessons in Relational Leadership

Timestamps
00:03 Introduction: Balancing AI integration with thoughtful, ethical, and strategic human guidance
02:54 Early programming roots on a Commodore 64 and leaving accounting for tech entrepreneurship
07:15 The three sentinel shifts: accelerating communication speed, COVID-19 distancing, and the advent of AI
09:12 Battling stage 3 pancreatic lymphoma during 2020 and choosing gratitude as a daily mindset
10:14 Choosing presence over devices: leaving phones behind and prioritizing real human interaction
14:38 Writing If Jesus Smoked Cigars: using cheeky titles and obscure historical stories to teach relational leadership
26:45 Navigating generative AI slop, social media echo chambers, and the obsession with capturing digital data
29:21 Advice for the next generation: pursuing math, logic, and curiosity rather than fearing replacement
41:47 Recognizing that relationships are hard work and require intentional daily effort

Key Insights & Takeaways

Insight 1: Relationships Cannot Be Outsourced to AI
While generative AI automates routine tasks and text generation, it cannot replace genuine human connection. In an increasingly automated business world, the ability to build trust, listen deeply, and maintain authentic relationships serves as an irreplaceable discriminator.

Insight 2: Reckless Generosity Builds Thriving Communities
Treating business relationships purely as transactions limits growth. True generosity is contagious; when business owners genuinely support their peers and foster inclusive environments, the entire community benefits and rises together.

Insight 3: Focus on Culture and Process Over Outcomes
Founders and leaders cannot control external market conditions or outcomes—they can only control their attitude and actions. Prioritizing a healthy, people-first culture and mastering daily processes naturally attracts top talent and loyal customers.

Insight 4: Curiosity Outweighs Perfection
Entering unfamiliar rooms and asking genuine questions creates unexpected opportunities. Being infinitely curious and willing to admit what you do not understand allows professionals to successfully navigate major career pivots across entirely different industries.

Insight 5: Avoid Confusing Market Velocity with Productivity
The rapid speed of technological advancement often tricks organizations into measuring activity rather than true business impact. Leaders must evaluate whether new tools genuinely serve their mission or create unnecessary friction for human users.

Resources & Links Mentioned
IfJesus.com (Joshua's official website for workshops, book info, and direct contact)
If Jesus Smoked Cigars: Eight Lessons in Relational Leadership by Joshua Evarts

About Joshua Evarts

Joshua Evarts is an author, entrepreneur and former technology executive with more than 30 years of experience building businesses in technology. He is the author of If Jesus Smokes Cigars: Eight Lessons in Relational Leadership, a book exploring how leaders and professionals can build stronger relationships in a tech-saturated world. After decades in tech, Joshua opened a cigar lounge built around conversation, storytelling and authentic connection, which became a real-world expression of his belief that innovation matters, but people still come first. As the father of a son who works at OpenAI, Joshua brings both personal and professional perspective to conversations about AI, the future of work and the human skills that technology cannot replace.

Connect with Joshua
Website: https://ifjesus.com/

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Anika sat down with Mike Barton to explore why digital accessibility is frequently overlooked by marketers and why treating it as a core growth lever can transform a brand. The conversation revealed a counterintuitive truth: digital accessibility is not just a compliance checkbox or a legal defense against lawsuits, but a powerful driver of customer retention, SEO performance, and overall user clarity. Mike’s diverse journey—shaping executive messaging at Adobe, building a customer marketing function from scratch at Zenoti, and leading corporate communications and content marketing at AudioEye—offered a practical look at how treating enterprise buyers as humans first changes the way brands tell stories.
In This Episode
The Northwestern IMC Roots: Merging data-driven decisions with creative marketing to treat the end user as a human.
Building from Scratch at Zenoti: Why executive buy-in, measurable outcomes, and diverse team skills matter more than theoretical strategies.
The Accessibility Aha Moment: Discovering how common digital content excludes the 1 in 4 Americans living with a disability.
Compliance vs. Growth: Shifting enterprise conversations away from fear-driven legal defense toward marketing tech stack investments.
Rising Tides and SEO: How clear image descriptions, precise code structures, and accessible design naturally boost search rankings and LLM visibility.
The Loyalty Multiplier: Why consumers with disabilities and their tight-knit communities represent an exceptionally loyal customer base.
Decoding Content Slop: Balancing the power of AI amplification with authentic human storytelling to avoid the sea of digital sameness.

Timestamps
00:03 Introduction: Digital accessibility as an overlooked growth lever
01:07 The Northwestern background: Marrying data-driven decisions with creative storytelling
04:43 Building customer marketing from scratch at Zenoti and the importance of measurable outcomes
10:28 Discovering digital accessibility: Breaking down misperceptions and the 1 in 4 statistic
14:29 The push-pull of compliance: Moving from reactive fear of lawsuits to proactive marketing investments
17:59 Travel industry case study: How making websites accessible increased traffic and SEO performance
23:03 Clarity for all: Why accessibility best practices simplify messaging for human users and LLM crawlers alike
25:29 Common marketer misconceptions: The false belief that people with disabilities do not use or spend on products
30:43 The content creator's dilemma: Using AI to amplify work without falling into "AI slop"
39:46 What AudioEye actually delivers: Combining scalable automation with expert human auditing
42:57 The future of content strategy: Simplifying messages in a digital world inundated with noise
45:58 Final thoughts: Embracing life's detours as the true path you are supposed to be on

Key Insights & Takeaways

Insight 1: Enterprise Buyers Are People First
Whether marketing to consumers or enterprise buyers, the underlying audience consists of humans who go home and watch Netflix to unwind. Powerful marketing must combine logic and emotion to reframe how people think and build genuine brand loyalty.

Insight 2: Accessibility Lifts All Marketing Boats
Investing a small percentage of a marketing tech stack budget into accessibility does more than maintain compliance. It improves SEO performance, enhances LLM crawler comprehension, and clarifies copy for every user, making it a true rising tide for all digital channels.

Insight 3: The Untapped Power of an Overlooked Audience
Marketers frequently make the self-fulfilling assumption that people with disabilities do not engage with their products or possess spending power. In reality, addressing the needs of this community unlocks massive market potential and builds unmatched customer loyalty.

Insight 4: Simplicity Is the Hardest Part of Writing
As digital noise increases and AI generates vast amounts of generic content, the winning strategy belongs to writers who can simplify complex ideas. Succinct, clear messaging cuts through the clutter faster than over-engineered corporate jargon.

Insight 5: Embrace the Career Detour
Professional setbacks, whether a failed campaign, a missed strategy, or a layoff, are rarely true detours. Shifting perspective to view unexpected changes as the intended path helps professionals seize new opportunities sooner.

Resources & Links Mentioned
AudioEye (audioeye.com)
Max Ivy (The Blind Blogger)
Sprout Social (survey research on social media demographics)
"Assume That I Can" (global awareness campaign on Down syndrome)

About Mike Barton

Mike Barton is the Vice President of Corporate Communication and Content Marketing at AudioEye. With a career spanning executive messaging at Adobe, building customer marketing from scratch at Zenoti, and shaping content strategy at enterprise software giants, Mike specializes in human-centric storytelling and digital accessibility. He holds a degree in Integrated Marketing Communications from Northwestern University.

Connect with Mike
Website: www.audioeye.com
LinkedIn: https://www.linkedin.com/in/omnibarton/

YBA was named the top PR podcast in the US by FeedSpot! Feedspot is an RSS Reader that lets you follow your favorite podcasts alongside blogs and news in one place.



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Check out our Website: https://www.yourbrandamplified.com

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Anika sat down with Holland Martini and Maria Vorovich to explore how Good Ques transformed the traditionally rigid world of market research by embracing creativity, humor, and psychological safety. The conversation revealed a counterintuitive truth: to get to real human insights, you cannot ask robotic questions; you have to shift the perspective and design an experience that makes people comfortable telling the absolute truth. Holland and Maria's unique journey—from working side by side at Grey in New York and navigating the unexpected hurdles of launching a business right before a global pandemic to earning recognition from Inc. Magazine and working with giants like P&G, PepsiCo, Adobe, TikTok, and Meta—offered a practical look at how two co-founders with contrasting working styles ("waffle brain" and "spaghetti brain") built an anti-research research company on mutual respect, clear communication, and purposeful creativity.



In This Episode

The Waffle and the Spaghetti: How balancing statistical rigor with big-picture creative strategy builds an indestructible co-founder partnership.

The Spark in the Cream: Turning a New Year's Eve conversation about stale corporate jargon into a mission to reinvent consumer insights.

Surviving the Pivot: How an early client backing out right before COVID unexpectedly forced them into the research boom.

The TikTok Validation: Landing early major enterprise accounts by showing up with a genuinely different point of view.

Rewiring the Factory: Why using AI to innovate the ultimate output rather than just speeding up the assembly line matters.

The Power of Memes in Healthcare: How a viral internet joke helped a healthcare client accurately double their anticipated market size.

The Empathy Deficit: Why modern brands get lost in best-practice perfection and forget to design human experiences for respondents.

Co-Founder Dynamics: The importance of clear role separation, shared values, and leaving ego at the door.



Timestamps

00:00 Intro: The anti-research research company

02:05 Waffle brain vs. spaghetti brain

03:54 The origin story at Grey

06:20 Taking off corporate guardrails

09:30 Carving a distinct agency path

11:42 Good Ques: Asking better questions

13:35 The 2020 pandemic pivot and TikTok

15:58 AI integration and industry innovation

20:53 Pitching enterprise clients

23:55 Creative research tweaks

25:10 The condom meme case study

29:26 Comfort with creative boundaries

31:32 Co-founder rules and motherhood

37:35 Remote culture and global teams

43:07 The respondent experience

46:26 What's next for Good Ques

47:24 Advice for new founders

49:32 Favorite quotes and business mantras



Key Insights & Takeaways



Insight 1: Invisibility Isn't a Content Problem—It's a Strategy Problem

Traditional market research is bogged down by rigid, robotic phrasing that invites equally robotic, surface-level responses. When researchers focus entirely on extraction rather than the respondent's experience, they miss the underlying truth. Asking better questions requires designing an environment of psychological safety where people feel comfortable revealing their real behaviors.



Insight 2: Creativity Belongs in Methodology, Not Just Execution

Many corporate brands assume creativity only applies to advertising copy or visual design. True innovation happens when creativity is applied to the research methodology itself—using tools like creative drawing, changing the frame of reference to bypass social desirability bias, or even incorporating internet culture like memes to capture authentic consumer sentiment.



Insight 3: AI Should Innovate the Output, Not Just the Assembly Line

While many companies use generative AI simply to streamline traditional processes and speed up data collection, true market leaders use it to reimagine the final product. Technology should be leveraged to push beyond industry averages and discover entirely new frontiers of understanding rather than just producing faster mediocrity.



Insight 4: Counterbalance Is the Anchor of a Strong Co-Founder Partnership

A successful co-founder relationship relies on having complementary skill sets rather than duplicate visions. Pairing a structured, analytical mindset with a fluid, big-picture creative approach creates a resilient leadership team, provided there is absolute clarity in roles, deep mutual respect, and zero ego.



Insight 5: Embrace Discomfort as a Metric for Growth

Building a disruptive company requires a constant willingness to step outside the boundaries of convention. Whether it is pitching unconventional methodologies to skeptical executives, riding a bicycle across a bridge in freezing weather during a crisis, or pivoting business models overnight, treating discomfort as a sign of progress is essential for long-term survival.



Resources & Links Mentioned

GoodQues.com

Good Ques LinkedIn

Columbia University (guest lecturing)



About Holland Martini & Maria Vorovich

Holland Martini and Maria Vorovich are the co-founders of Good Ques, widely known as the anti-research research company. Having met while working in strategy and data at Grey New York, they bonded over a shared frustration with stale industry jargon and rigid methodologies. Together, they built an award-winning agency recognized by Inc. Magazine as one of the fastest-growing companies in the U.S., delivering breakthrough consumer insights for global brands like Procter & Gamble, PepsiCo, Adobe, TikTok, and Meta. Holland serves as Chief Insights Officer, bringing statistical rigor and data precision, while Maria serves as Chief Strategy Officer, driving creative vision and disruptive positioning.



Connect with Holland & Maria

Website: https://www.goodques.com/

LinkedIn: linkedin.com/company/goodques

YBA was named the top PR podcast in the US by FeedSpot! Feedspot is an RSS Reader that lets you follow your favorite podcasts alongside blogs and news in one place.



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Check out our Website: https://www.yourbrandamplified.com

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Anika sat down with George Khachatryan to explore the evolving landscape of AI-driven marketing, personalization, and the massive trust gap currently sitting between brands and consumers. The conversation revealed a counterintuitive truth: while 93% of marketing leaders believe AI helps them understand their customers, only 53% of consumers agree. George’s unique journey—from earning a PhD in mathematics at Cornell and building an early ed-tech AI company to founding OfferFit and navigating its $325M acquisition by Braze—offered a practical look at how reinforcement learning and predictive data science are permanently replacing the manual grind of traditional A/B testing.

In This Episode

How a background in mathematics and early intelligent tutoring systems laid the groundwork for complex AI architectures.

Stepping away from specialized tech to learn foundational company building through management consulting and operational transformations.

Moving beyond rigid "Next Best Action" rules to autonomous reinforcement learning agents that experiment at the individual customer level.

The strategic decision behind merging OfferFit with Braze in a $325M deal and why deep data science and engineering alignment matters.

Why hidden bots, lack of transparency, and mismatched brand expectations are eroding consumer confidence.

Blending predictive machine learning models (for timing and offers) with LLM agentic copy generation for maximum impact.

Why students and early-career marketers must embrace AI literacy to stay competitive in a rapidly shifting job market.



Timestamps

00:00 Introduction: The math, the $325M exit, and the AI trust gap

02:00 From Cornell mathematics and early ed-tech to management consulting

04:18 The limitations of traditional "Next Best Action" and the birth of reinforcement learning

09:22 Real-world personalization: How brands like Yum Brands optimize customer engagement 12:39 The acquisition journey: Why OfferFit chose to integrate with Braze

16:53 The 93% vs. 53% problem: Why consumers feel misunderstood by brands

20:41 Hybrid AI systems: Stitching together LLM copywriting and statistical decisioning

23:33 The personal cost of a "Sydney is just a bot" moment: The importance of transparency

28:32 The reality of enterprise caution vs. consumer expectations

29:56 Agentic commerce and the future of bot-to-bot interactions

34:39 Managing negotiation bots and complex consumer retention scenarios

37:25 Generational divides: Gen Z's dual relationship with AI adoption and career anxiety

40:59 Lessons for founders: Aligning philosophical visions before a merger

43:35 Final thoughts: Embracing the historic and fascinating shift in marketing technology



Key Insights & Takeaways



Insight 1: Personalization Requires True One-to-One Experimentation

Traditional marketing relies on segmenting audiences and applying rigid, rule-based logic. True optimization requires reinforcement learning agents that operate at the individual customer level, autonomously testing variables like messaging, timing, and offers to discover what drives incremental engagement.



Insight 2: The Danger of Hidden Bots and Broken Trust

Consumers do not mind interacting with AI or automated tools, but they expect transparency. When a brand masks an AI agent as a human—and fails to take responsibility for its actions—it creates a deep sense of betrayal that permanently damages customer loyalty.



Insight 3: The Power of Hybrid AI Infrastructure

The most effective marketing systems do not rely on a single flavor of AI. Combining statistical reinforcement learning (to determine when and what to communicate) with LLM agentic text generation (to personalize how it is phrased) yields performance lifts of over 100%.



Insight 4: Shared Vision is the Anchor of Any Successful Acquisition

For founders navigating a potential exit, technical integration is only half the battle. Long-term success relies on frank, open discussions about philosophical alignment, shared visions, and mutual risk mitigation before signing a deal.



Insight 5: Enterprise Caution vs. Consumer Speed

While marketers are often bogged down by internal alignment and slow decision-making processes, consumers are interacting with cutting-edge AI tools daily. Brands that fail to bridge this expectation gap risk becoming obsolete.



Resources & Links Mentioned

Braze

2026 Global Customer Engagement Review

OfferFit

Yum Brands & Home Security (Client case studies discussed in the episode)



About George Khachatryan

George Khachatryan is a mathematician, entrepreneur, and executive leader serving as the Head of OfferFit by Braze. Holding a PhD in mathematics from Cornell University, George previously co-founded the ed-tech pioneer Reasoning Mind and worked as an associate partner at McKinsey. He co-founded OfferFit, an AI decisioning engine that utilizes reinforcement learning to automate marketing experimentation, culminating in its acquisition by Braze in 2025 for $325 million.

Connect with George

LinkedIn: https://www.linkedin.com/in/george-khachatryan/

Website: https://www.braze.com/

YBA was named the top PR podcast in the US by FeedSpot! Feedspot is an RSS Reader that lets you follow your favorite podcasts alongside blogs and news in one place.



Like the show? Leave us a rating or review: https://lovethepodcast.com/67940257010b317cdaa9d857

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Check out our Website: https://www.yourbrandamplified.com

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Anika sat down with Andrew Colsky to explore a powerful counterintuitive truth: by the time a client reaches out to a professional, they have already decided who they are hiring. Drawing from a 30-year career as a trial attorney, litigator, and mediator, alongside his subsequent transition into a licensed mental health clinician specializing in sleep medicine and anxiety, Andrew revealed how human behavior is fundamentally driven by the pursuit of comfort. His insights offer a fresh framework for professional service providers looking to build credibility and master the "Left of Trust" space using modern AI search engines.

 

In This Episode

 

The transition from trial law and employment mediation to becoming a licensed mental health clinician

Why people don't hire the most qualified professional, but rather the person who makes their fear stop

Harry Harlow's surrogate mother experiments and how the innate human drive for comfort dictates decision-making

The concept of "Left of Trust" and the massive open space where clients search for answers late at night

The new digital land grab: why optimizing for AI search engines today dictates long-term business survival

Building the Credibility Generator: automating content creation, YouTube videos, and blog drafts for professionals

Vocabulary seating: how using your own natural language online trains AI search engines to recommend you exclusively

The free assessment tool on be-picked.com to help service providers analyze their strengths and weaknesses

 

Timestamps

00:00 Introduction: Understanding the emotional root of why people start legal and professional processes 

00:48 Welcome to Your Brand Amplified with Anika Jackson and guest Andrew Colsky 

01:31 Andrew's journey from trial attorney and mediator to mental health clinician and entrepreneur 

02:54 Leaving the exhausting world of litigation and finding a deeper understanding of human behavior 

06:51 The new digital land grab: comparing the early days of the internet to modern AI search optimization 

10:28 Expanding into behavioral sleep medicine and building a massive weekly radio audience 

13:46 The overt versus covert reality of mediation rooms and the universal need for comfort 

15:16 Harry Harlow's wire versus cloth monkey experiments proving comfort is a primary human need 

18:40 Discovering treatments for OCD and sleep medicine that create rapid, major shifts for patients 

21:00 The genesis of the Credibility Generator: automating administrative marketing hurdles for professionals 

24:43 Defining "Left of Trust": the space before a client trusts you where they search for pain relief at 3:00 AM 

30:31 Cognitive trust versus affective trust: factual credentials versus the feeling of alleviated distress 

34:15 Leveraging digital twins and YouTube videos to answer client pain points without spending hours on camera 

38:46 Why waiting to adopt AI search strategies means constantly playing catch-up 

40:11 What to expect in Andrew's upcoming book Left of Trust 

44:17 A free assessment tool and gold button report on be-picked.com to evaluate your marketing readiness 

45:42 Maya Angelou's guiding quote on how people remember how you made them feel

 

Key Insights & Takeaways

 

Insight 1: Clients Hire the Person Who Makes the Fear Stop 

Professional service providers often lead with cognitive trust credentials—degrees, licenses, and years in practice. However, clients in pain are driven by affective trust. They choose the professional whose material makes their anxiety dissipate and moves them from a state of fear to comfort.

 

Insight 2: Comfort is an Innate Human Necessity Above All Else

Drawing from Harry Harlow's classic 1950s university experiments with baby monkeys and surrogate mothers, human beings inherently seek comfort above all else. Understanding that clients initiate legal or professional processes because they are uncomfortable and seeking a return to comfort is the foundational basis of effective communication and marketing.

 

Insight 3: The AI Search Era is the New Internet Land Grab 

Just as early domain grabbers shaped the original internet, modern AI search engines represent a brand-new frontier. When clients lie awake at night searching for solutions to specific pain points, AI search engines recommend trusted authorities. Professionals who fail to publish content addressing these concerns will forever play catch-up.

 

Insight 4: Vocabulary Seating Compounds Your Online Credibility 

Every professional uses unique words and phrasing to describe concepts. By consistently putting out content—such as blogs, LinkedIn posts, and videos—using your natural vocabulary, you train search engines to connect those specific terms directly to you, making you the inevitable expert clients find when they search.

 

Insight 5: By the Time They Call, They Have Already Decided 

If a professional invests time into building online credibility in the "Left of Trust" space by answering specific client questions across multiple touchpoints, the client's decision is already made before the first phone call. They do not call to evaluate you; they call because they know you are the solution.

 

Resources & Links Mentioned

Be-Picked.com (Andrew's company website featuring a free 15-question strength and weakness report)

Left of Trust: Clients Choose You Before They Know You (Andrew's upcoming book)

The Credibility Generator (automated content tool for professional service providers)

Society of Behavioral Sleep Medicine

 

About Andrew Colsky

Andrew Colsky spent over 30 years as a trial attorney, litigator, and mediator, helping build what became the largest employment mediation program in the world. Driven by a lifelong fascination with human thinking and persuasion, he returned to school to earn a mental health degree, becoming a licensed mental health clinician specializing in obsessive-compulsive disorder and behavioral sleep medicine. As a radio host reaching roughly 70,000 listeners per week and an entrepreneur, he combined his legal, clinical, and technological expertise to found Be Picked and create the Credibility Generator. He helps professional service providers understand the science of fear, master the "Left of Trust" space, and build automated digital credibility.

 

Connect with Andrew

Website: https://www.be-picked.com/

LinkedIn: https://www.linkedin.com/in/andrewecolsky/

YBA was named the top PR podcast in the US by FeedSpot! Feedspot is an RSS Reader that lets you follow your favorite podcasts alongside blogs and news in one place.



Like the show? Leave us a rating or review: https://lovethepodcast.com/67940257010b317cdaa9d857

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Check out our Website: https://www.yourbrandamplified.com

Speak to my Delphi Clone: https://www.delphi.ai/amplifywithanika

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.