KNOWN

INPUT Global

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Marketing
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Building a trusted tech brand takes strategy and precision. On KNOWN, tech brand builders share their personal brand journeys and teach you how to build your own. Together, we uncover the keys to earn visibility, build credibility, and stay relevant. Powered by INPUT Global.

28 May

Your Audience Wants to Be Understood | Paul Afshar (Paybis)

KNOWN Episode 8 features Paul Afshar. Paul is a growth-focused fintech and crypto CMO who combines operator depth, sharp storytelling, and commercial thinking to turn technical narratives into trust and traction. After years spent building brands in some of the world’s most competitive and low-trust industries, Paul developed a sharp perspective on what actually makes people pay attention and believe in a company. In this conversation, we unpack why great products still get ignored, how trust is built in fintech and crypto, why most companies fail at authentic marketing, and what AI is really changing for marketers today. We also discuss the future role of the CMO, human psychology in branding, performance vs brand marketing, and why creativity, judgment, and taste will matter more than ever in the AI era. Chapters: 00:53 The secret to marketing “boring” products 01:35 ICPs are blocking your marketing 03:33 Understanding how to build trust 06:58 How trust fails with the wrong strategy 09:42 Metrics CEOs care about 11:27 Brand vs performance marketing: what really wins? 13:35 Optimizing for LinkedIn: algorithms or people? 14:44 Has AI made marketing worse? 16:33 Where’s the AI revolution we were promised? 19:53 A problem AI still can’t solve 20:47 What the CMO of the future will do 22:42 Human relationships still win 23:31 People are craving offline experiences again 25:15 Brand or growth? Trust or attention? Rapid fire questions Follow KNOWN podcast for more conversations with entrepreneurs and marketers on brand building and growth. Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast/ INPUT Global on Instagram: https://www.instagram.com/input.global/ Paul Afshar on LinkedIn: https://www.linkedin.com/in/paul-reza-afshar/ Anastasiia Kulibaba on LinkedIn: https://www.linkedin.com/in/anastasiia-kulibaba-aa2b91184/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

26 min
12 May

What Separates Top Agencies From Everyone Else | Mary Pedler & Oleg Bevz

In this episode of KNOWN by INPUT Global, we sit down with our co-founders Mary Pedler and Oleg Bevz to unpack what it takes to build, scale, and stay relevant as a broader communications agency. In this conversation, Host Stella Friaisse digs into the real decisions behind growth: from starting out as a small PR agency to evolving into a global communications partner working across markets and industries. Chapters: 00:52 — Introduction: what being KNOWN actually means 2:12 — The origin story of INPUT Global 6:35 — Scaling a global communications team while staying fully remote 9:45 — Are some companies simply impossible to market? 13:28 — Building through uncertainty and surviving a bear market 14:50 — What separates agencies that last from agencies that disappear 16:27 — PR without numbers: strategy or amateurism? 18:30 — The green and red flags when choosing a communications partner 20:45 — When should companies start taking communications seriously? 22:00 — KOLs in 2026: why you should stop treating them like KOLs 28:00 — Why talented founders stay invisible 32:15 — Fame vs infamy: being known for the right things 33:35 — Mary and Oleg define what it means to be KNOWN 34:40 — Rapid fire: how aligned are the INPUT Global co-founders? KNOWN brings together founders, marketers, and communication strategists to uncover how the strongest tech brands build narratives that shape their markets. Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast/ INPUT Global on Instagram: https://www.instagram.com/input.global/ Mary Pedler on LinkedIn: https://www.linkedin.com/in/marypedler/ Mary is the Founder of INPUT Global, a communications leader and entrepreneur with 10+ years of experience in emerging tech, known for building global narratives, advising Web3 and fintech teams, and shaping industry conversations through media, events, and thought leadership. Oleg Bevz on LinkedIn: https://www.linkedin.com/in/oleg-bevz/ Oleg is the Co-Founder of INPUT Global, is a lifelong B2B marketing communications specialist with 11+ years of experience across tech, fintech, Web3, and iGaming. He is a seasoned CMO that built dozens of brands: from banks and exchanges to furniture and coffee. Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

37 min
21 Apr

What Are You Saying That No One Else Can? | Giovanni Everduin

KNOWN Episode 6 with Giovanni Everduin, Co-Founder of CBIx and HBS alum with 20+ years across finance, fintech, and Web3. Growing up across cultures and operating between TradFi and DeFi, Giovanni learned to move between worlds without losing his sense of self. This context shaped how he thinks about visibility, credibility, and voice. In this conversation, we unpack what authenticity looks like in practice, why relatability is often misunderstood, and how to identify the perspectives only you can bring, alongside the difference between shaping a narrative and forcing one. Chapters: 00:00 Highlights 00:23 Introduction 00:44 Who Is Giovanni? Authenticity, Contrarian Thinking, and Becoming Yourself 07:12 Everyone Talks About Authenticity, But How Do You Actually Get There? 10:15 From HR to Finance: Career Story, Intuition, and the Harvard Case Study 17:02 Building “Gio the Brand”: Personal Brand Framework 19:45 Uncomfortable Truths About Burnout 23:48 Top Creator in Fintech and Crypto: Influence, Inspiration, and Visibility 28:32 The Art of Storytelling: How to Build a Brand That Resonates 34:00 How Founders Can Stand Out When They Pitch 36:30 Practical Tips for Building Your Personal Brand 41:23 Rapid-Fire Questions Follow KNOWN podcast for more conversations with entrepreneurs and marketers on brand building and growth. Find us: KNOWN on YouTube: https://www.youtube.com/@known.podcast/videos KNOWN on Instagram: https://www.instagram.com/known__podcast/ INPUT Global on Instagram: https://www.instagram.com/input.global/ Giovanni Everduin on LinkedIn: https://www.linkedin.com/in/geverduin/ Alnura Belyalova on LinkedIn: https://www.linkedin.com/in/alnurabel/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

45 min
15 Apr

You're Pitching Wrong in MENA | Abdallah Al Jouaid

In Episode 5 of KNOWN, we sit down with Abdallah Al Jouaid, award-winning finance reporter and journalist (former CNN BA and Forbes ME), to uncover the unspoken rules of finance journalism. Abdallah takes us inside the fast-paced world of media, sharing what makes top-tier journalists actually open your pitch, the key strategies to build credibility, and how to navigate the diverse media landscape in MENA: from language nuances to local relevance. Chapters: 00:00 – Abdallah’s personal journey in finance media 05:10 – Choosing your passion and advice on career switching 07:33 – Abdallah’s core value in journalism 10:37 – The Middle East media landscape 11:43 – Building a reputable brand and credibility 14:03 – Tips for young journalists 16:48 – Common traits of leaders Abdallah interviews 18:27 – Understanding MENA: Do’s and Don’ts 21:59 – What makes a story stand out 24:47 – Media convergence and news reporting 27:18 – Adapting in the era of modern media platforms 29:33 – Rapid-fire round Follow KNOWN podcast for more conversations with entrepreneurs and marketers on brand building and growth. Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast INPUT Global on Instagram: https://www.instagram.com/input.global Abdallah Al Jouaid on LinkedIn: https://www.linkedin.com/in/abdallah-al-jouaid-9326bb180/ Anastasiia Kulibaba on LinkedIn: https://www.linkedin.com/in/anastasiia-kulibaba-aa2b91184/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

33 min
15 Apr

The Architecture of Modern Journalism | Justin Harper

This time we sat down with Justin Harper, journalist, editor, and storyteller with nearly 30 years across the BBC, Financial Times, Daily Mail, and more. What actually makes a great storyWhy so many CEOs are overcoached and under-experiencedHow Justin built one of media's most recognisable personal brands, without trying toAI replacing newsrooms Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast INPUT Global on Instagram: https://www.instagram.com/input.global Justin Harper on LinkedIn: https://www.linkedin.com/in/harperjustin/ Alnura Belyalova on LinkedIn: https://www.linkedin.com/in/alnurabel/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

40 min
15 Apr

Don’t ignore social presence | Maria Frackowiak (ADI Foundation)

This episode, Maria Frackowiak joins KNOWN to discuss why self-investment compounds even through failure, when to trade freedom for leverage, and why most founders confuse branding with aesthetics. Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast INPUT Global on Instagram: https://www.instagram.com/input.global Maria Frackowiak on LinkedIn: https://www.linkedin.com/in/maria-frackowiak/ Mary Pedler on LinkedIn: https://www.linkedin.com/in/marypedler/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

42 min
15 Apr

Google STEALING your traffic? | Alena Afanaseva (BeInCrypto)

Welcome to the second episode of the KNOWN podcast, powered by INPUT Global. In this episode, we sit down with Alena Afanaseva, the visionary Founder and CEO of BeInCrypto, to dismantle the old rules of search and visibility. From scaling a 4-person startup into a global media empire with 10M+ monthly readers to navigating the "death of SEO," Alena shares the high-stakes insights every founder needs to survive the AI transition. Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast INPUT Global on Instagram: https://www.instagram.com/input.global Alena Afanaseva on LinkedIn: https://www.linkedin.com/in/alena-afanaseva-beincrypto/ Mary Pedler on LinkedIn: https://www.linkedin.com/in/marypedler/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

43 min
14 Apr

Why Branding is EVERYTHING for Founders | Rime Salmi (Fractl)

Welcome to the premiere of the KNOWN podcast, powered by INPUT Global. In this episode, we sit down with self-made marketer Rime Salmi, founder of Fractl, to uncover the "secret recipe" for building a brand that lasts. From starting an agency in a bear market to leveraging authenticity as a "superpower," Rime shares the raw, real insights every founder needs to hear. Find us: KNOWN on Instagram: https://www.instagram.com/known__podcast INPUT Global on Instagram: https://www.instagram.com/input.global Abdallah Al Jouaid on LinkedIn: https://www.linkedin.com/in/abdallah-al-jouaid-9326bb180/ Oleg Bevz on LinkedIn: https://www.linkedin.com/in/oleg-bevz/ Stella Friaisse on LinkedIn: https://www.linkedin.com/in/stella-friaisse/

41 min

8 Episodes

Building a trusted tech brand takes strategy and precision. On KNOWN, tech brand builders share their personal brand journeys and teach you how to build your own. Together, we uncover the keys to earn visibility, build credibility, and stay relevant. Powered by INPUT Global.

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INPUT Global
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8
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