Your Brand Amplified

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.



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Anika sat down with Leysan Zigangirova to explore how marketing leadership must evolve as artificial intelligence makes content creation almost free. The conversation revealed a crucial truth: AI cannot replace human judgment, strategic risk-taking, or deep audience insight. Leysan’s 15-plus-year background spanning Procter & Gamble, Philip Morris, Microsoft, Nebius, and now Async offered practical insights into transitioning from consumer marketing to tech startups, rebranding major products, and keeping human taste at the center of innovation.

 

In This Episode

The early career roots in consumer market intelligence at P&G and managing the Marlboro Gold original rebrand

Shifting from fast-moving consumer goods to enterprise tech at Microsoft

Building Yandex Cloud from scratch and leading the visual identity and brand name creation for Nebius

Taking a 15-country sabbatical around the world and how it built mental agility for the AI era

Why marketing must share a revenue KPI with sales to eliminate department silos

The danger of waiting for perfect data versus making bold, human-driven decisions

Why Async shifted from Podcastle to focus on asynchronous creativity and editing co-creation

The growing importance of human taste as a competitive advantage against AI-generated "slop"

 

Timestamps

04:11 — Managing the Marlboro Lights rebrand to Marlboro Gold and navigating ethical challenges within restricted tobacco markets.

07:13 — Transitioning into the technology sector at Microsoft and working on the Azure cloud rollout.

08:58 — Building Yandex Cloud from scratch and co-founding the brand identity for Nebius, leading to $700 million in strategic financing.

10:33 — Taking a life-changing 15-country global sabbatical and using that mental agility to adapt to fast-paced AI environments.

16:11 — Unifying metrics: Why marketing and sales must share revenue KPIs to build trust and eliminate departmental silos.

18:37 — Navigating uncertainty: The danger of waiting for complete data and why human risk-taking separates leaders from AI.

21:30 — Balancing AI automation with human judgment, resource reality, and operational limitations.

23:48 — The evolution of Async: Transitioning from Podcastle to an AI-native editing co-pilot for asynchronous creativity.

25:44 — The value of human taste: Why subjective perspective and authentic quality serve as the ultimate competitive defense against AI "slop".

31:47 — Advice for modern founders: Starting with core user conversations and anchoring strategy in founder passion.

 

Key Insights & Takeaways

 

Insight 1: AI Lacks Resource Reality and Risk-Taking

 

While AI optimizes productivity and text/image generation, it cannot comprehend internal team dynamics, operational capabilities, or resource realities. Furthermore, AI avoids risk, whereas human leadership relies on making bold decisions with incomplete data.

 

Insight 2: Marketing Must Share Revenue KPIs

 

Treating marketing purely as a brand equity exercise builds a wall between departments. When marketing shares a revenue KPI with sales, data tracking improves, inter-departmental hostility dissolves, and both teams work cohesively.

 

Insight 3: Speed Trumps Perfect Data in Fast-Moving Markets

 

Planning cycles have shrunk from annual strategies down to monthly or bi-weekly alignments. Waiting for complete data causes organizations to miss their window; modern leaders must embrace calculated risks and navigate blind spots faster than competitors.

 

Insight 4: Human Taste is the Ultimate Competitive Advantage

 

As AI-generated content increases, the internet is flooded with low-quality "slop". True market distinction stems from human taste, subjective perspective, and genuine emotional connections that technology cannot replicate.

 

Insight 5: Rebranding Requires a Deep Structural Pivot

 

A successful rebrand goes far beyond semantics. When Podcastle evolved into Async, it mirrored a complete structural shift toward asynchronous video creation, ensuring the brand identity aligned directly with evolving user needs and product reality.

 

Resources & Links Mentioned

Async (formerly Podcastle) 

Nebius

Microsoft Azure

 

About Leysan Zigangirova

Leysan Zigangirova is a seasoned marketing leader with over 15 years of experience scaling global brands. Starting her career in consumer and market intelligence at Procter & Gamble and managing iconic portfolios at Philip Morris, she later transitioned into technology. She spent four years at Microsoft, helped build Yandex Cloud from scratch as a founding member, created the brand identity for Nebius—which attracted $700 million in financing—and traveled across 15 countries on a life-changing sabbatical. Today, she serves as the Chief Marketing Officer at Async, helping creators and teams embrace asynchronous video creation and AI-driven editing.

 

Connect with Leysan

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

Website:  https://async.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 Jackson sat down with Mark Williams, founder of NUUX Design Studios, to explore why so many businesses keep UX design and marketing completely isolated—and how bridging that gap can make or break a brand. Streaming live from Madrid, Spain, Mark shared his unexpected journey from a pre-med neuroscience and psychology major to leading a remote design agency working with enterprise clients. The conversation offered a look into how founders can use modern AI workflows to bring ideas to life without massive budgets.

 

In This Episode

 

The Pre-Med Pivot: Why Mark walked away from the MCAT, research labs, and a medical track during lockdown to jump into advertising and UX design.

The UX-Marketing Disconnect: Why sending traffic to a broken website (or designing a great website with no traffic strategy) kills conversions.

Moving Beyond Blind Redesigns: Why looking at data, heat maps, and user sessions matters more than guessing solutions with AI.

The Remote Agency Model: Managing a global team across time zones with a startup hustle mindset.

AI-Native Workflows: Using tools like Claude Cowork, Motion, and voice dictation to automate tasks and build foundational design systems faster.

The Imposter Syndrome Reality: Relying on the grounded support of friends and family when making massive life leaps.

 

Timestamps

 

00:00 Introduction: Building in parallel with modern AI tools

01:09 Meet Mark Williams from Madrid, Spain: Celebrating the World Cup energy

03:13 From Pre-Med Psychology and Neuroscience to UX Design

07:05 Why UX and Marketing need to talk to each other

08:35 Where enterprise teams and marketers get design wrong

10:48 Case study: Restructuring and improving conversion rates for auto insurance brands Amax and Alpha

13:16 Balancing the need for speed with foundational quality in an AI era

16:58 Taking the leap from agency employee to starting NUUX Design Studios in LA

18:44 Building a global, remote team based on capability over location

21:54 What small businesses and SMBs can learn from enterprise workflows

23:11 Mark's favorite AI tools: Claude Cowork, Motion, and voice dictation workflows

26:52 Design trends: Are we making a mistake skipping mid-fidelity wireframes?

29:11 Dealing with imposter syndrome and the support of family

32:37 Expanding NUUX Design Studios to compete with the industry giants

34:48 Maya Angelou, belonging, and finding your footing anywhere in the world

 

Key Insights & Takeaways

 

Insight 1: UX and Marketing Cannot Live in Isolation

Mark points out a critical flaw in many companies: marketing teams send traffic to web experiences without checking if they work, while design teams focus purely on aesthetics without looking at the business goals. True conversion happens when both sectors communicate constantly. If your landing page experience is broken, all the ad spend in the world won't save it.

 

Insight 2: Data Tells You What Is Happening, Not Why

Many teams see a drop in a metric and immediately prescribe a complex redesign or blindly prompt an AI tool for a new layout. Mark emphasizes that real optimization requires looking deeper at heat maps, user session recordings, and heuristics to understand user behavior before making targeted changes.

 

Insight 3: Leverage AI to Move Faster, But Keep the Foundation

Founders today don't need massive budgets to bring ideas to life. By utilizing AI agents and workflows (like Claude Cowork or automated task planners), lean teams can move at lightning speed. However, for enterprise stability, building a strong, consistent brand design system once prevents fragmented, chaotic user experiences down the line.

 

Insight 4: Hiring for the Startup Hustle Mindset

When running a remote, global agency, location doesn't matter nearly as much as execution. Mark looks for team members who share an entrepreneurial drive—people who take ownership, get the work done under any circumstance, and keep the client experience human, approachable, and deeply collaborative.

 

Insight 5: You Are More Capable Than You Think

The barrier to entry for building a business or bringing a creative vision to life has never been lower. Armed with modern digital tools and the courage to take risks—whether moving across the country to LA or relocating abroad to Madrid—founders can parallel-track multiple projects and accomplish far more than previous generations could.

 

Resources & Links Mentioned

NUUX Design Studios: Mark's UX and marketing agency (nuuxdesignstudios.com)

Upwork: The platform where Mark initially sourced early global clients

Claude & Claude Cowork: AI assistants used for workflow automation and content structuring

Motion: AI-powered time-blocking tool for daily scheduling

ClickUp: Project management tool used in Mark's daily automation stack

ContentSquare & Hotjar: Tools for analyzing user sessions and heat maps

Braving the Wilderness by Brené Brown (featuring the Maya Angelou quote on belonging)

 

About Mark Williams

Mark Williams is the founder of NUUX Design Studios, a remote design agency based out of Madrid, Spain. With a background in psychology and neuroscience from his pre-med days, Mark brings a deeply human-centric, analytical approach to user experience design, bridging the crucial gap between digital marketing and high-converting web interfaces. He manages a global team helping businesses optimize their digital ecosystems while living the digital nomad dream abroad.

 

Connect with Mark

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

Company Website: nuuxstudios.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

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.