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Create or Destroy: Reimagining Marketing with Seth Matlins

Seth Matlins
Marketing
Business
Canva
EOS Products
Value Creation
Vox Media
Wisdomous Company
Culture
Soyoung Kang
Architecture

Each week, marketing maestro Seth Matlins is joined by the most influential thinkers across business and culture for unvarnished, actionable, and frequently irreverent conversations on the forces that shape how value is either created or destroyed. From product decisions, supply chain, and capital allocation, to cultural and economic shifts, competitive dynamics, technological disruptions, and int... more

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Artwork for Create or Destroy: Reimagining Marketing

Latest Episodes

From Yeti to Uber and now as CMO of global wellness company AG1, Paulie Dery has built value for companies whose products could easily be commoditized, but weren’t. Having started his career on the agency side as a copywriter, Paulie understands that... more

Well before she was CMO, and now President, of eos Products, Soyoung Kang was an architecture student at MIT, where, she tells Seth, she learned less about buildings and more about how people move through space. She's been applying that same lens to ... more

Fundamentally, a political campaign isn’t all that different from a business – it’s an enterprise where every decision either builds value with voters or destroys it, and the voters are customers who only get to buy what you're selling, on just one d... more

Nick Tran has been one of global marketing's most influential voices for over a decade, from Taco Bell to Hulu and serving as TikTok's first Global CMO when it became Ad Age's Marketer of the Year. Now, as both President and CMO of the joint venture ... more

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Recent Guests

Soyoung Kang
President of EOS Products; former Chief Marketing and Innovation Officer
EOS Products
Episode: Soyoung Kang on the Architecture of Value Creation
David Axelrod
Legendary political strategist and consultant; former chief strategist for Barack Obama
Former Obama campaign strategist; CNN commentator
Episode: David Axelrod on How to Rebuild the American Brand
Nick Tran
Chief marketer and president of the enterprise for the brands discussed; former global head of marketing at TikTok
Cîroc Vodka and Lobos 1707 Tequila
Episode: Nick Tran on How One Marketing Decision Created More Value Than Any Campaign

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Talking Points

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Soyoung Kang on the Architecture of Value Creation
Q: What was the turning point at EOS that justified the significant packaging and supply chain changes?
Direct consumer feedback and a willingness to experiment with an informal beta approach showed that listening to a few customers could justify large-scale changes that improved experience, sustainability, and internal motivation.
Soyoung Kang on the Architecture of Value Creation
Q: Why do you think the role of marketing as the voice of the end user has sometimes been lost in large organizations?
Because organizations become siloed and obsess over internal processes or competitors, rather than staying relentlessly customer-centric and cross-functional, which dilutes the end-user perspective across departments.
Nick Tran on How One Marketing Decision Created More Value Than Any Campaign
Q: What is your relationship with the status quo, and how should leaders rethink it to drive value?
The status quo exists because it has been profitable under old frameworks, but true value comes from rethinking levers across marketing, operations, and finance to align around the end goal of customer value and growth; leaders should orchestrate interoperability rather than preserve the old playbooks.
David Axelrod on How to Rebuild the American Brand
Q: What's your advice for CEOs and CMOs on telling stories in today's fragmented attention landscape?
Identify your authentic advantages, tell a consistent story about why people should be drawn to you, and tailor the storytelling to the lived lives of your audience without abandoning the core brand frame.
David Axelrod on How to Rebuild the American Brand
Q: First, how do you think about the candidate as a brand, and what steps do you take to turn someone into a brand?
We focus on the candidate's comparative advantages and craft a message that resonates with the persuadable voters, rather than duplicating every possible appeal; the narrative must feel authentic and coherent across the key issues that matter to a broad audience.

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