🎙️ "I'm 100 years old, which is why I've seen this before."That's Terence Kawaja. Creator of the LUMAscape. Founder & CEO of LUMA Partners. 37 years in investment banking. 55 years of comedy. And still calling balls and strikes in AdTech & Media better than anyone.If you've ever used a LUMAscape in a presentation, you already know his work. 24 million views. Published in The Wall Street Journal. Started as an internal tool he built to understand how the ecosystem actually worked.We have over 100 mutual connections so I know many of you already know Terry. Possible's Christian Muche officially introduced us recently but it's crazy that we have crossed paths for so long (and I even started at Salomon Smith Barney right after Terry had left after the AOL Time Warner merger - my interviewers worked on that merger too!)On BOSS this week, Terry dropped some real talk on AI in advertising:💡 "Creating agents is easy. Everyone's doing it." 💡 "Efficiency is a 10% improvement. Effectiveness is a 10x delta." 💡 First wave of AI in ad tech = workflow. The real differentiator? Decisioning.We also talked about: → Why he originally refused to do an AI LUMAscape and what changed his mind → How he separates signal from noise in a fragmented ecosystem → Why 70% of M&A advisory is actually psychology → His advice to his 20 year old self: "Trust your views"🎬 Full video + podcast link in comments 👇Who's someone you want me to interview next on BOSS? Drop their name below ⬇️

Every week right now feels like a shift in what’s possible. Not even every week..every day. And that’s why Christian Muche, Founder of POSSIBLE is back on BOSS to talk about one of the most important industry events Yes, I believe we are living through one of the biggest technological shifts in human history with AI and agents accelerating literally every day what is possible. You should have FOMO if you’re not going. Seriously. And if you are going… you’ll want to watch this to learn how to actually win the week. It’s also crazy to think that almost one year ago, I went to POSSIBLE as Ali, Creator and Host of BOSS after just accepting (but not starting) at AWS… This year? I’m heading back as Ali, Amazon Web Services, and Host of BOSS First time in that seat too. Completely different lens. We’re walking into Miami at a moment where: → AI isn’t just a topic… it’s infrastructure → The real question is what actually sticks vs. what’s just noise → And one of the biggest constraints right now isn’t budget… it’s time and attention I asked Christian a simple but big question: What actually matters this year? Because let’s be honest Everyone shows up with packed calendars… But it’s usually a few conversations that define the entire week. A few things he said that really stuck with me: → “Every day feels different… you wake up and something changed.” → “The biggest ask isn’t budget. It’s time.” → “We’re still young and flexible enough to do this better than the established events.” And then we got tactical… How do you actually win the week at POSSIBLE? → Don’t just go to keynotes—find the smaller rooms and real conversations → Don’t over-plan—leave space for the unexpected moments → Don’t show up solo—the companies that win show up as teams and divide the room → And don’t just attend—be part of it Because the reality is— The deals, partnerships, and relationships that matter? They’re not happening on stage. They’re happening: → in the coffee line → at a curated exec dinner or breakfast → in between meetings → in the moments you didn’t plan for That’s why people keep coming back. That’s why this event is growing. And that’s why I’ll be there again this year. Back at POSSIBLE. Seeing it through a completely different lens. And I have a feeling the conversations happening in Miami this year are going to shape what comes next for all of us. If you’re in tech, media, advertising, adtech Watch this before you land. Real question: What’s your strategy walking into POSSIBLE this year? 👇 Curious how people are thinking about it. Follow me, Ali Levitan, for more BOSS executive interviews, agentic AI insights, and the real talk on work and life as Jake and Sophia's mom.

I’ve known Shelley Zalis, Founder & CEO of The Female Quotient (TFQ), for a long time now…10+ times at CES together (including one where I was pregnant walking the floor 😅), Advertising Weeks, Possibles, AI events, airport run-ins. And every time we talk, I leave thinking differently about leadership, community, and honestly… how much of our industry needs to be redesigned.I’m really excited to share this new BOSS episode with Shelley, as it's a long time in the making.And it's perfect timing as we’ll both be back at POSSIBLE this year in Miami in April… and you already know I’ll be spending time in the TFQ Lounge.If you’ve been, you know.That’s where the real conversations happen.That's where I know I will run into industry friends old and new.Within the first couple of minutes of the interview, Shelley said:“I never want to look back and say shoulda, woulda, could have.”“I’m a chief troublemaker… I break every rule that makes no sense.”“We don’t get anywhere by just sitting around.”That’s the energy.She didn’t just build a company…She built a global community of millions of people showing up, connecting, and supporting each other across industries.That’s not easy to do.But she’s done it with her team.We also got into what’s happening right now:→ Why we’re moving from audience → community → Why community isn’t just a buzzword, it’s how trust, relationships, and business actually happen → And why AI is an opportunity, opportunity, opportunity, if you lean inAnd honestly—this is what I keep coming back to:So much of what’s shaped my career didn’t come from a meeting or a title.It came from people.From communities.From moments where you show up, connect, and something real happens.That’s why spaces like TFQ matter.Also, very on brand—30 seconds into the interview she flipped it and started asking me questions 😂If you’re building, leading, navigating your next move or just thinking about what kind of leader you want to be—You’ll want to watch this one.If you’re going to POSSIBLE—are you stopping by the TFQ Lounge?👇 And bigger question…What’s one “rule” in our industry that just doesn’t make sense anymore?Let’s rewrite a few of them.Follow me, Ali Levitan, for more BOSS executive interviews, agentic AI insights, and the real talk on work and life as Jake and Sophia's mom.