The Beacon Way

Beacon Media + Marketing
  • 5.0 (10)
  • Marketing

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

  1. 6d ago

    Marketing Mental Health with Empathy: Denali Taylor on Grief, Trust, and Niching Down

    In this episode of The Beacon Way Podcast, Adrienne Wilkerson is joined by our own Denali Taylor, Director of Client Strategy, who shares how she entered mental health marketing after joining Beacon in 2022 and how her brother’s death by suicide in 2023 reshaped her approach by “becoming the customer.”  Denali discusses why marketing in mental health must prioritize trust, specificity, and connection—especially for audiences experiencing traumatic grief—and how niching down (e.g., suicide loss, sibling grief) can resonate more than generic messaging.  She highlights the impact of language nuances (such as avoiding “commit suicide”), the challenges of navigating therapy when overwhelmed, misconceptions about what suicidality looks like, and the importance of clear, supportive intake processes and relatable online presence. Chapters: 00:00 Welcome Denali Taylor 00:48 Denali’s Beacon Journey 04:10 Becoming the Customer 07:11 Creators Who Nailed It 12:18 Why Generic Content Fails 19:41 Marketing Imagery Lessons 23:30 Language That Triggers 34:06 Connection in a Digital World 38:00 Monday Morning Priorities 39:29 Closing Thanks and Next Steps Connect with Denali on Linkedin: https://www.linkedin.com/in/denali-taylor-864445170/

  2. Aug 6

    How People-First Leadership Drives Better Business Results with Josh Block

    What if building a successful business started with one simple belief: people matter? In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Josh Block, author of People Matter at Work, to discuss what it truly means to build a people-first culture without sacrificing accountability, growth, or business performance. Josh shares his remarkable leadership journey—from moving from sales representative to company president almost overnight after his father stepped down, to helping grow a family business into a thriving organization that was ultimately acquired by Siemens Healthineers and CommonSpirit Health. Along the way, he learned that sustainable business growth isn't just about systems or strategy—it's about creating an environment where people feel safe, seen, and successful. Together, Adrienne and Josh explore how leaders can hold people accountable with empathy, why thoughtful leadership creates stronger organizations, and how intentional cultures outperform accidental ones. Whether you're an entrepreneur, executive, healthcare leader, or accidental business owner, this conversation offers practical leadership lessons you can apply immediately. In This Episode: • Josh's unexpected journey from sales rep to company president • Leading a family business at just 29 years old • Balancing empathy with accountability • Why clear expectations create stronger teams • The difference between "me" cultures and "we" cultures • Josh's Three T's of Leadership • Creating workplaces where people feel safe, seen, and successful • Why words shape organizational culture • Leading through business acquisitions with transparency • Building businesses people actually want to work for Key Takeaways: Leadership starts with serving others. Great leaders don't simply focus on business performance. They invest in helping people become the best version of themselves while creating accountability that benefits both the individual and the organization. Accountability and empathy can coexist. Holding people accountable isn't about punishment. When expectations are clear and leaders genuinely care about their people, accountability becomes an investment in growth rather than a source of fear. Culture is built intentionally. Organizations don't accidentally create healthy workplaces. Shared language, clear values, transparency, and thoughtful leadership shape the environment employees experience every day. The strongest teams feel safe, seen, and successful. When people know they matter, they're more likely to contribute ideas, take ownership, remain engaged, and stay with the organization long term. Chapters: 00:00 Welcome to The Beacon Way Podcast 00:47 Meet Josh Block 01:10 From Sales Representative to President Overnight 03:05 Leading Older Employees at Age 29 05:05 Leadership Lessons From Early Mistakes 06:45 Holding People Accountable with Empathy 09:50 Why Clear Expectations Matter 11:05 Helping Employees Feel Safe, Seen & Successful 12:40 The Three T's of Leadership 15:05 Why Shared Language Builds Culture 18:20 Growing a Business Through Acquisition 22:30 Transitioning from President to Advisor 24:05 Building Trust Through Transparency 26:00 Josh's Current Work and Mission 27:15 Where to Find People Matter at Work 28:20 Closing Thoughts Connect with Josh Block 🌐 People Matter at Work https://peoplematteratwork.com 📧 Email josh@peoplematteratwork.com 📖 Book: People Matter at Work Fostering a Culture Where Team Members Thrive and Everyone Wins: https://www.amazon.com/People-Matter-...    Available on: • Amazon  • Barnes & Noble  • Books-A-Million  • Audible (Audiobook)

  3. Jul 30

    A Hands-On Approach to Better Team Communication with Shannon Russell

    In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Shannon Russell, founder of Build Better Teams Consulting, to explore how LEGO Serious Play can help organizations strengthen communication, uncover new ideas, and create more connected teams. Shannon began her career as a television producer before leaving the industry to build a STEM education business while raising two young children. After spending more than eight years teaching LEGO and robotics, she discovered LEGO Serious Play, a hands-on methodology that helps adults think, communicate, and solve problems in a more visual and collaborative way.  During the conversation, Shannon explains how building with LEGO can create a more level playing field during meetings. Instead of hearing only from the most vocal people in the room, every team member has an opportunity to build, explain, and contribute their perspective. Adrienne and Shannon also discuss the challenges of managing remote and growing teams, the importance of regular check-ins, and why leaders need to create more opportunities for genuine human connection in an increasingly digital workplace. Whether you are leading a small business, navigating rapid growth, managing a remote team, or trying to improve collaboration across your organization, this conversation offers practical ways to help people feel heard, valued, and connected. In This Episode • Shannon’s transition from television producer to entrepreneur  • Starting a business while raising young children  • How Shannon’s STEM education company evolved  • What LEGO Serious Play is and how it works  • Why hands-on learning can improve understanding and retention  • Creating space for quieter team members to contribute  • How LEGO can reveal team roles, gaps, and opportunities  • Supporting accidental business owners who suddenly have a team  • Using LEGO Serious Play with remote and in-person teams  • How regular check-ins strengthen team cohesion  • Building stronger relationships in remote workplaces  • Why celebrating wins can create a healthier team culture  Key Takeaways Hands-on learning creates deeper understanding: LEGO Serious Play encourages people to think with their hands. Team members build their answers, explain their ideas, and create a visual representation that others can better understand and remember. Every team member deserves an opportunity to contribute: Traditional meetings often favor the most vocal people in the room. A structured building exercise gives quieter or more introverted team members an equal opportunity to share their ideas. Strong teams require consistent connection: Remote work can leave employees feeling isolated or disconnected from the larger organization. Regular team check-ins and intentional one-on-one conversations can help people understand their priorities, ask for support, and feel valued. Leaders need to know their people: Team cohesion is not only about productivity. Asking about an employee’s family, challenges, goals, and life outside of work can build the trust needed for stronger communication and long-term retention. Celebrating progress strengthens culture: Ending the week by recognizing personal and professional wins can help teams focus on what is going well instead of only discussing problems and unfinished tasks. Chapters 00:00 Introduction and Shannon’s Career Journey 01:14 Transitioning from Television to STEM Education 03:14 Starting a Business with Young Children 08:41 Discovering LEGO Serious Play 10:50 How LEGO Serious Play Improves Team Collaboration 13:24 Tactile Learning and Human Connection 16:26 Building Team Roles and Organizational Plans 17:46 Supporting Accidental Business Owners 19:16 Helping Team Members Understand Their Roles 21:38 Virtual vs. In-Person LEGO Sessions 23:28 Keeping Growing Teams Connected 24:22 Weekly and Individual Team Check-Ins 26:17 Celebrating Wins and Strengthening Culture 28:55 Building Deeper Workplace Relationships 30:23 How to Connect with Shannon Russell Connect with Shannon Russell: Build Better Teams Consulting https://buildbetterteamsconsulting.com Build Better Teams Podcast https://buildbetterteamsconsulting.com/podcast

  4. Jul 23

    A Proven Roadmap for Business Growth with Hugo van den Biggelaar

    Business growth should not depend on luck, assumptions, or the latest trend.  In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Hugo van den Biggelaar, CEO of The Bitsing Company USA, to explore a proven methodology for making clearer, more intentional growth decisions.  Hugo spent more than eight years at Nike, working across finance, insights, loyalty, digital marketing, and brand strategy before moving into entrepreneurship. Today, he is helping bring the Bitsing methodology from Europe to the United States.   Bitsing is a business growth framework developed over more than 30 years and used by more than 1,000 organizations. It brings finance, strategy, positioning, marketing, and sales together in one structured plan designed to help leaders focus on the actions most likely to produce measurable growth.   In this conversation, Hugo explains why business owners should stop relying solely on gut feeling, how to identify where growth is already proven, and why the strongest brands give people an emotional reason to choose them.  Adrienne and Hugo also discuss the challenges that businesses face at every size, from small entrepreneurial teams to global organizations, and how leaders can turn scattered ideas into a practical roadmap.  In This Episode  -Hugo’s journey from Nike to entrepreneurship   -How the Bitsing methodology was developed   -Why every business needs a clear growth roadmap   -The difference between a financial goal and a strategy   -How to use revenue data to decide where to invest   -Why businesses often overlook what is already working   -How to balance current revenue with new growth opportunities   -Preparing a business to scale, sell, or exit   -Why rational selling points are easy for competitors to copy   -How emotional positioning creates brand preference   -Three practical steps toward more intentional growth   Key Takeaways  -Set financial goals first.  Brand awareness, website traffic, and sales conversions can support growth, but they are strategies rather than the final business goal.  -Follow the evidence.  Your existing revenue data can help show which services, products, audiences, and markets deserve more of your time and budget.  -Create preference, not just a reason to buy.  Price, speed, and features can all be copied. A strong brand gives people an emotional and distinctive reason to choose you.  Chapters: 00:00 Introduction  00:36 Hugo’s Journey from Amsterdam to Nike and New York  02:48 Leaving Nike and Taking the Leap into Entrepreneurship  05:59 Bringing the Bitsing Methodology to the United States  06:54 How the Bitsing Growth Method Was Developed  09:34 The Seven Principles Behind the Framework  10:19 Building a Business Growth Roadmap  11:47 Why There Is No Secret Shortcut to Growth  12:36 Knowing When to Hire, Expand, or Stay Focused  15:18 Replacing Gut Feeling with Business Data  15:47 The Pencil Methodology Explained  16:46 Deciding Where to Invest Time and Marketing Budget  18:14 Growth Strategies for Scaling, Turnarounds, and Exits  19:48 Why Businesses of Every Size Face Similar Problems  22:32 Three Steps Toward Intentional Growth  23:06 Set Financial Goals Before Choosing Strategies  24:37 Let the Data Guide Your Decisions  25:03 The Three Brand Challenges Businesses Must Solve  26:24 Why Creating Preference Matters Most  26:51 Finding an Emotional Advantage Competitors Cannot Copy  28:03 Why B2B Marketing Is Still Human  28:51 How to Connect with Hugo  30:06 Closing    Connect with Hugo van den Biggelaar: Bitsing Website  https://bitsing.com  Email  hugo@bitsing.com  LinkedIn  https://www.linkedin.com/in/hugovandenbiggelaar/   Learn More About Bitsing  The Bitsing Company  https://bitsing.com  About the Bitsing method  https://bitsing.com/about  Books  https://www.amazon.com/Seven-Laws-Guaranteed-Growth-Management/dp/906369413X

  5. Jul 16

    The Secret to Building Trust Through Storytelling with Bridget Cook-Burch

    Every business has a story.  The question is: Are you telling yours? In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Bridget Cook-Burch, bestselling author, publisher, book coach, and founder of Your Inspired Story, to explore why storytelling has become one of the most powerful tools for building trust, establishing thought leadership, and creating lasting business impact.  Bridget shares her remarkable personal journey—from overcoming childhood adversity and a life-changing near-death experience to becoming a bestselling author and helping leaders uncover the stories that shape who they are. Together, Adrienne and Bridget discuss how authentic storytelling helps business owners connect with the right audience, why thought leadership goes far beyond writing a book, and how sharing your story can transform both your leadership and your business. The conversation also explores AI's impact on marketing, why human connection matters more than ever, and practical ways leaders can begin discovering the stories that only they can tell. Whether you're an entrepreneur, executive, therapist, or business owner, this episode offers valuable insights into using your experiences to build credibility, inspire others, and create meaningful connections. In This Episode • Bridget Cook-Burch's personal journey and near-death experience  • Why storytelling creates deeper human connection  • Thought leadership versus simply writing a book  • How your story becomes your competitive advantage  • Building trust through authentic communication  • Storytelling for therapists and behavioral health professionals  • Marketing in the age of AI  • Why connection is becoming more valuable than content  • The timeline exercise for uncovering your story  • Turning life experiences into lasting impact  Chapters 00:00 Welcome to The Beacon Way Podcast 00:50 Meet Bridget Cook-Burch 01:30 Bridget's Incredible Story 05:00 A Life-Changing Near-Death Experience 08:30 Discovering the Power of Story 10:30 Why Every Leader Has a Story to Tell 12:00 Thought Leadership vs. Writing a Book 15:00 Finding Your Unique Message 16:45 Storytelling for Therapists & Behavioral Health 19:45 Why People Connect With Your "Why" 23:15 AI, Marketing & Human Connection 30:20 How to Discover Your Story 34:30 Bridget's Timeline Exercise 35:00 How to Work With Bridget 37:00 Closing Thoughts 🔗 Connect with Bridget Cook-Burch Your Inspired Story https://yourinspiredstory.com Writing Retreats, Coaching & Publishing Visit Your Inspired Story to learn more about Bridget's book coaching, writing retreats, and publishing services.

  6. Jul 10

    The Entrepreneur's Roadmap: 8 Steps to Long-Term Success with Dr. Kevin Gazzara

    Thinking about starting a business—or building one that stands the test of time? In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Dr. Kevin Gazzara, CEO of Magna Leadership Solutions and CoachSultants.com, executive coach, leadership expert, speaker, professor, and author of The Leader of OZ. Before launching his own consulting firm, Kevin spent 18 years at Intel Corporation, where he held leadership roles in product management, program management, and leadership development. He later led Intel University's management and leadership programs, helping develop more than 40,000 managers across 10 countries. Today, he works with organizations around the world to build stronger leaders, healthier workplace cultures, and high-performing teams.  During this conversation, Kevin shares his 8 Ps of Entrepreneurship, a practical roadmap designed to help entrepreneurs build businesses with intention instead of relying on trial and error. Together, Adrienne and Kevin discuss: -The 8 Ps of Entrepreneurship  -Why long-term planning gives entrepreneurs an advantage  -Building a business that can withstand change  -Creating a unique competitive advantage  -Growing your professional network  -Strategic partnerships that accelerate growth  -Why saying "no" to the wrong clients is good business  -The difference between coaching and consulting  -Leadership lessons from decades of developing executives  Whether you're launching your first company, growing an established business, or investing in your own leadership development, this episode offers practical strategies you can begin applying immediately.   Connect with Dr. Kevin Gazzara: 🌐 Magna Leadership Solutions https://magnaleadership.com 🧠 Positive Intelligence Coaching & Training https://pqtrainingandcoaching.com/ 🤝 CoachSultants https://www.coachsultants.com/ 🌍 Kevin Gazzara's Website https://kevingazzara.com  📧 Email  kevin@magnaleadership.com  📘 Free Resource  Kevin mentions his book Ready, Set, Get Hired during the episode. Reach out via email to request your complimentary copy!

  7. Jul 1

    The Marketing Strategies AI Can't Replace with Stephan Bajaio

    As AI-generated content floods the internet, one thing is becoming increasingly valuable: authentic human connection.  In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with digital marketing veteran Stephan Bajaio, founder of Vibe Logic and former co-founder of Conductor, one of the world's leading enterprise SEO platforms.  Together they explore how AI is changing digital marketing, why authenticity is becoming one of the biggest competitive advantages for businesses, and what behavioral health practices can do to better connect with the people they're trying to serve.  The conversation dives into content strategy, SEO, therapist branding, patient psychology, evergreen content, and why the best marketing isn't about selling—it's about helping.  Whether you're a practice owner, marketer, or business leader, this episode offers practical insights into creating content that builds trust, creates connection, and serves people before they ever become customers.  In This Episode: -How AI is reshaping marketing   -Why authenticity matters more than ever   -Creating content that builds trust   -Marketing for behavioral health practices   -Writing for patients instead of search engines   -Evergreen content that continues delivering value   -Human-centered SEO strategies   -Why empathy is your biggest competitive advantage   -Turning expertise into meaningful content   -The future of digital marketing     Chapters: 00:00 Introduction  00:55 Meet Stephan Bajaio  02:00 From Yahoo! to Building a Half-Billion Dollar SEO Company  03:40 Why Behavioral Health Marketing Matters  05:15 Authenticity in the Age of AI  07:10 Why Therapist Bios Often Miss the Mark  10:10 Helping Patients Feel Seen Before They Call  14:20 Marketing Is About Creating Connection  17:00 You're Not Always Marketing to the Patient  20:10 What McDonald's Can Teach Us About Marketing  24:10 Why Therapists Need to Speak Human, Not Clinical  31:00 Creating Evergreen Content That Actually Helps  36:30 Why Expertise Alone Doesn't Build Trust  41:00 Treating Real Problems, Not Bullet Points  47:00 The Lasting Impact of Helpful Content  50:00 Where to Connect With Stephan  51:20 Closing Thoughts  Connect With Stephan Bajaio  Vibe Logic  https://vibelogic.com  LinkedIn  https://www.linkedin.com/in/stephanbajaio/

  8. Jun 25

    Why Authentic Leaders Build Stronger Teams with Victoria Pelletier

    Leadership isn't about being the loudest voice in the room.  It's about building trust, creating accountability, and bringing people with you.  In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with executive leader, board director, entrepreneur, and bestselling author Victoria Pelletier to discuss her remarkable leadership journey—from overcoming a traumatic childhood and becoming an executive at just 24 years old to leading organizations through mergers, acquisitions, corporate transformations, and cultural change.  Victoria shares how years of being one of the only women in leadership shaped her approach, why she was once known as "The Iron Maiden," and how embracing authenticity transformed both her leadership style and the impact she has on the people around her.  The conversation explores human-centered leadership, accountability, workplace culture, navigating difficult conversations, leading through change, and creating environments where people can thrive while still achieving high performance.  If you're a business owner, executive, manager, or aspiring leader, this episode offers practical insights into building stronger teams and becoming the kind of leader people genuinely want to follow.  In This Episode: Victoria's journey from adversity to executive leadership   Being the only woman in the room   Why authenticity matters in leadership   The dangers of leadership masks and personas   Building trust through vulnerability   Human-centered leadership vs. command-and-control leadership   Accountability without sacrificing empathy   Leading through mergers, acquisitions, and organizational change   Creating followership instead of compliance   How to know when it's time to leave an organization   Connect With Victoria Pelletier  Website  https://victoria-pelletier.com  LinkedIn  https://www.linkedin.com/in/victoriapelletier  YouTube channel https://www.youtube.com/@UCpps5pAsPd83Bbn0YnofHRQ  Books, Speaking & Leadership Resources  https://victoria-pelletier.com

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5
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About

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

Information

  • Creator
    Beacon Media + Marketing
  • Years Active
    2021 - 2026
  • Episodes
    123
  • Rating
    Clean
  • Copyright
    © 2026 The Beacon Way
  • Show Website
    The Beacon Way