Most marketing teams are still trapped in a fake war: brand vs. performance. Jesse Resnick and Walter Shock (Co-Founders of Ei Digital) argue that’s the wrong fight, and that attribution is basically a magician: great at misdirection, terrible at telling the truth.

In this episode, we break down what actually compounds in 2026: building end-to-end systems that connect creative, targeting, measurement, and learning...so your funnel doesn’t just “perform”…it improves.

In this episode, we cover:

• Why treating performance like “just a numbers game” is a fool’s errand (the art + science have to work together)
• The real modern flywheel: data → creative insights → more creative → better algorithmic matching
• Why last-click attribution keeps steering budgets wrong (and why Google often “gets credit” it didn’t earn)
• A real-world test: turning off brand keywords (yes, even with a massive brand) and what actually changed
• How to use Meta as a real-time learning lab with a Minimum Viable Campaign (MVC) instead of “focus group theater”
• The leadership move most teams skip: second-order metrics (because lower-funnel reality can invalidate upper-funnel “wins”)

Connect with Jesse, Walter, and Ei Digital

• Ei Digital: https://eidigital.com/
• Jesse Resnick (LinkedIn): https://www.linkedin.com/in/jesseresnick/
• Walter Shock (LinkedIn): https://www.linkedin.com/in/walter-shock-40486119/

Want help building leadership + growth systems that actually hold up in the real world?

Book a Transition Leadership Foundation Call: https://calendly.com/adamwbarney/foundation-call-20min

Most people talk about brand from the neck up: strategy, tactics, frameworks.

Alexander Michael Gittens talks about brand from the soul: identity, humanity, equity, belonging…and the kind of leadership that actually holds up under pressure.

This episode is for founders, leaders, and creators who feel the quiet tension of modern business:

“How do I grow without becoming someone I don’t respect?”

Alexander brings a rare outsider-insider lens (Caribbean roots, Canadian upbringing, lived experience across cultures) and uses it to cut through the “us vs. them” nonsense and get to what actually moves people: connection, context, and character.

In this episode, we get real about:

• Why influence starts with identity, not expertise...and why the next decade belongs to people who can hold space for truth and humanity, not just “be loud online.”
• The “legacy test”: before you sell anything, ask whether you’re okay with your entire legacy being based on the quality of that output. (Yes, this one hits.)
• Allyship as a series of choices (not a stance), rooted in real conversations and origin stories, not performative labels.
• Why the fastest way to “vanquish your enemy” is…get to know them (and what that reveals about privilege, meritocracy myths, and entitlement).
• The gut-punch closer: what good is “getting everything you ever wanted” if you lose you - the real you?

Resources mentioned:

• Alexander’s work + essays: alexandermichaelgittens.com
• Rupert Rodney (company): connect via Alexander on LinkedIn
• Video essay: “Higher Profit” (search “Higher Profit Rupert Rodney”/“Higher Profit Alexander Michael Gittens” on YouTube)

Want to build your leadership + energy like it actually matters?

Book a Transition Leadership Foundation Call: https://calendly.com/adamwbarney/foundation-call-20min

If you’re still optimizing Meta for views, you’re not running ads - you’re renting applause.

In this episode, Jordan Hawn (CEO & Founder, Hawn Consulting) breaks down what’s actually converting on Meta in 2026 for service businesses - and the finding that’s making “video-first” marketers uncomfortable:

Carousels are beating video for conversions in a lot of real campaigns because they do what most ads fail to do: they force clarity, answer objections, and help the right people self-select before they ever click.

But this conversation is bigger than creative formats.

It’s about leadership:

• setting expectations that protect spend and morale
• building follow-up systems that prevent lead waste
• designing marketing that survives algorithm whiplash
• and choosing growth that doesn’t torch your team

What you’ll get from this episode:

• Why video can win attention and still lose the sale...and why carousels often win for intent
• The creative structure that converts: hook → proof → process → CTA (and why skipping “process” kills trust)
• How to stop blaming the platform and fix the real leak: speed-to-lead + sales handoff + follow-up cadence
• The multi-channel mindset that keeps you from being held hostage by one algorithm
• Why email marketing becomes the durable growth engine when paid gets volatile
• The leadership move Jordan uses to protect energy and execution: better boundaries, better inputs, better outcomes

Guest: Jordan Hawn (Hawn Consulting)

• LinkedIn: https://www.linkedin.com/in/jordanhawn/
• Website: https://hawnconsulting.com/
• Newsletter: https://www.brandingsmallbusiness.ca/
• Email: jordan@hawnconsulting.com

If you’re spending money on ads but don’t have a system to convert attention into outcomes, let’s fix the foundation.

Book a Transition Leadership Foundation Call (20 min):

https://calendly.com/adamwbarney/foundation-call-20min

What’s real: Paid ads aren’t fake - the expectations often are.

Brandy Morton (PR → comms → B2B/GRC marketer → founder) breaks down how to build demand the right way in regulated, “boring” industries without losing the human...and why equity and justice in marketing are not side quests but operating principles. We get into expectation-setting, aligning sales + marketing, and decision rules that move outcomes, not optics.

You’ll learn

• How to reset “$5K in, Fortune-500 out” expectations, and what to measure instead across TOFU/MOFU/BOFU.
• A simple foundation checklist: shared target account list, CRM truth, definitions, SLAs, and automation.
• What “human-centered demand gen” looks like in finance/insurance/GRC (and why it converts).
• Equity in practice: breaking silos, aligning incentives, and earning trust in your ICPs and inside your team.
• The “borrowed credibility” playbook: trade media, associations, and trusted SMEs → podcasts, short video, and live/editorial partnerships.
• Brandy’s favorite “turn the PDF into pipeline” moves (checklists, calculators, “12 RFP Questions,” etc.) and the one lever she pulls before “increase spend.”

Timestamps

• 00:00 Cold open: “Paid ads aren’t fake; expectations are.”
• 01:00 Brandy’s non-linear path (PR → sales → GA → marketing leader → founder).
• 03:00 Learning the agency “language” and following the money.
• 05:20 Demand gen = foundations first (shared lists, SLAs, automation).
• 06:40 Why one click ≠ one customer in B2B; stakeholders, cycle length, and metrics that matter.
• 08:10 Resetting $5K expectations with a holistic plan.
• 09:50 “Keeping Up with Kevin”: humanizing compliance with an SME-led series (and the results).
• 14:20 Equity as an operating system: alignment, trust, language, and incentives.
• 17:00 Going solo: permission, community, and your personal “board of directors.”
• 19:10 One action for “boring” industries: talk to a customer—today.

Guest

Brandy Morton - founder of Brandy Morton Marketing; demand gen + growth systems for B2B and regulated industries.

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

Site: https://brandybmortonmarketing.com/

Host

Adam W. Barney: Leadership Coach. Book a Transition Leadership Foundation Call (20 min) → https://calendly.com/adamwbarney/foundation-call-20min

If this hit: share it with a leader who still thinks “equity” is a campaign, not a capability.

If you feel like your ad dollars buy less every month, you’re not imagining it. Peter Kalanda (Co-Founder, 3 Horizons Interactive) and I unpack what’s still real in SEO/SEM...and where to double down as LLM search starts stealing clicks.

Highlights

• Paid as visibility tax vs. conversion: how to target so small budgets don’t vaporize.
• Run SEO and SEM as one system (structure, titles, keywords, quality score).
• Local/service landing pages that rank...and don’t clutter your nav.
• ABT: Always Be Testing from forms to fulfillment.
• LLM search is already in analytics; teach users branded prompts to find you.

Chapters

0:00 Cold open

1:00 Peter’s path, hospitality → EY → SEO/SEM

5:00 Paid that actually converts

7:15 SEO + SEM together

8:30 Landing-page pattern

11:30 ABT: Always Be Testing

12:10 First fixes

13:00 AI design vs human design

16:00 LLM search strategy

18:30 Free mini-audit & close

Guest Links

• 3 Horizons Interactive: 3h-i.com

Host Links / CTAs

• Transition Leadership Foundation Call (20 min): https://calendly.com/adamwbarney/foundation-call-20min

• Subscribe on YouTube: https://youtube.com/@adamwbarney

Reddit is the trust engine of the internet. It’s where buyers validate big decisions - and where AI and search borrow real perspective. In this episode, Colin James Belyea (Co-Founder, Karmic) shares a field-tested playbook for winning on Reddit without astroturfing or getting banned.

What you’ll learn

• The why now: Reddit’s role in zero-click journeys and high-consideration purchases
• How to build credibility (karma + participation) before a single brand post
• The comment-elicitation thread structure that multiplies saves, replies, and CTR
• Promoted thread settings that invite discussion instead of backlash
• Safety: disclosure, language, and moderation that keep you brand-safe
• Measuring impact when clicks under-report: brand search, holdouts, blended CAC
• A 30-day quickstart from lurker → contributor → repeatable results

Guest

Colin James Belyea - Co-Founder, Karmic

• withkarmic.com • linkedin.com/in/colinjamesbelyea • colin@withkarmic.com

Host

Adam W. Barney - Is Anything Real? (Reality-First Leadership)

• adamwbarney.com • Book: Make Your Own Glass Half Full

👉 Need a reality-first plan? Book a 20-min Transition Leadership Foundation Call:

https://calendly.com/adamwbarney/foundation-call-20min

Award-winning strategist Steve Biegel shows why purpose outperforms spectacle - and how to use Think > Say > Do to win beyond Super Bowl weekend.

This exclusive drop lands the Friday before the Super Bowl and the opening of the Winter Olympics - for a reason. Steve Biegel (Dreamboat Group; ex-Ogilvy) unpacks how purpose beats spectacle, when celebrity helps instead of hurts, and why Think > Say > Do is the simplest path to tribes that buy for years, not days.

We cover

• Using tent-pole moments without faking it
• The right and wrong way to deploy celebrity
• A practical definition of purpose in 2026
• The protest-ad fiasco vs. AmEx + Jerry Seinfeld
• What Bernbach/Ogilvy/Reeves would do with TikTok & AI
• Where the first dollar of a $10M brand budget should go

Chapters

00:00 Cold open - the problem with glitter & spectacle

00:44 Purpose & the soul of a brand

01:29 Long-term relationships > short-term metrics

05:55 Super Bowl celebs: attention vs. value

07:17 Case that worked: AmEx x Seinfeld

08:47 Case that flopped: protest-ad fiasco

10:41 The Think > Say > Do framework

13:47 What the winners do in the next decade

16:21 If I had $10M…where the first dollar goes

18:47 Reframing a conservative category around smart risk

20:23 What the legends would say about TikTok & AI

22:34 Where to find Steve + his book

23:11 Close: “Purpose burns long.”

Links

Steve Biegel - Dreamboat Group: thedreamboatgroup.com

Steve: stevebiegel.com • LinkedIn: https://www.linkedin.com/in/steve-biegel-1b03503/

Host: Adam W. Barney - Transition Leadership Foundation Call (20 min) → https://calendly.com/adamwbarney/foundation-call-20min

Regulated categories aren’t impossible - just unforgiving.

Founder Alexandra Prochshenko (Veloria) and I get brutally practical about what still works in paid media when you’re competing in red-ocean auctions or navigating policy landmines. We cover tiny budgets that actually move the needle, how to avoid flags, and why your offer + funnel beats any hack.

👉 Need a reality-first plan? Book your 20-min Exploration: https://calendly.com/adamwbarney/explorationplugin-20min

What you’ll learn

• Red-ocean truth: Meta/Google costs aren’t broken - you’re just bidding in crowded auctions. Here’s how to win anyway.
• $2/day local workshop play: tight geo, one clear outcome, short run, retarget all engagers - why this still converts.
• Small budget survival: most “failed” ads are offer/funnel failures; run 6–8 creative variations minimum.
• YouTube ads that work: story > length; open strong, stack proof, ship multiple cuts - not one “hero.”
• Regulated brands: use buffer pages, policy-safe language, and sequenced education to avoid flags.
• Search is changing: why founders should optimize for ChatGPT visibility (structured answers, sourceable pages).
• Diversify attention: blend paid with community, email, partnerships; measure signals over vanity.

Guest

Alexandra Prochshenko - Founder, Veloria (The app that brings pleasure back for women with pelvic pain.)

Site: https://www.veloria.ca/

LinkedIn: https://www.linkedin.com/in/alexandra-prochshenko/

Email: prochshenko.a@gmail.com • veloria.app@gmail.com

About the show

Is Anything Real? with Adam W. Barney - Reality-First Leadership for founders and operators who want proof over theater and growth without burnout.

Work with Adam

👉 EnergyOS: book your 20-min Exploration → https://calendly.com/adamwbarney/explorationplugin-20min