Humans of Growth: Stories & Strategies Behind Business Growth & Business Development

Aly Hathcock
  • 5.0 (2)
  • MARKETING
  • UPDATED WEEKLY

Behind every business & its growth is a human in the trenches.  On Humans of Growth, host Aly Hathcock interviews CEOs, CMOs, and marketing executives driving business development, demand generation, and brand strategy. These aren’t surface-level chats about lead funnels and KPIs. They’re raw, insightful conversations that reveal how real leaders build marketing engines, scale revenue, and create lasting customer relationships. Expect candid stories about leadership, growth marketing, sales enablement, brand positioning, content strategy, customer acquisition, and everything in between. From scrappy startups to enterprise marketing teams, we explore the playbooks, mindsets, and human decisions behind business growth. If you care about branding & positioning, marketing strategy, sales & customer retention, or the future of growth, this is your podcast.

  1. 6D AGO

    TikTok SEO & AI Search: Why Social Content Is the New SEO Strategy (GEO vs SEO Explained)

    Search isn’t just happening on Google anymore—it’s happening on TikTok, Instagram, YouTube, and increasingly inside generative AI tools like ChatGPT. In this episode of Humans of Growth, host Aly Hathcock sits down with John Morabito (SVP of Search & Innovation at Stella Rising) to break down the biggest shift in modern marketing: social content is now SEO. John explains how TikTok became a search engine, why search engine optimized videos outperform follower count, and how brands can win with social search by treating short-form content the way we used to treat blog posts—built around intent, relevance, and long-tail queries. They also dig into how AI is reshaping discovery through GEO (Generative Engine Optimization), what’s actually different from traditional SEO, and why “search everywhere” is the real strategy going forward. In this episode, we cover: • Why TikTok SEO is real (and how TikTok ranks content by keywords + intent) • Building evergreen social search visibility • Long-tail keywords and persona-driven content  • Why “earned vs owned visibility” matters in social search strategy • Influencer marketing shifts as social media becomes keyword-focused • How AI search is changing marketing • GEO vs SEO: what’s truly different, and what fundamentals still matter • Content repurposing for TikTok search & TikTok SEO If you’re a CMO, SEO lead, growth marketer, social strategist, or founder, this conversation will help you build visibility across platforms—and future-proof your organic strategy as search fragments across social + AI. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about Stella Rising here.

    38 min

  2. FEB 5

    Content Marketing vs Marketing KPIs

    AI is flooding the internet with content. Big brands are chasing marketing KPIs instead of people. And “authenticity” has gotten so performative that audiences can smell the b******t instantly. We’re in a trust recession. In this episode of Humans of Growth, I sit down with Gary Williams Jr., co-founder and Chief Creative Officer of Creative Theory, to talk about what’s really happening inside modern marketing — and why the future belongs to brands that feel human again. We talk about ... • Why paid virality is warping creative standards • How AI  marketing is creating more noise than trust • The difference between hitting marketing KPIs and building a real brand • Why boutique creative agencies are out-performing big agencies • What authentic storytelling actually looks like (hint: it’s truth, not trends) • And how brands can rebuild trust with customers in 2026 and beyond If you care about brand trust, marketing strategy, and storytelling that actually converts — this one’s for you. Because the next era of growth won’t come from better funnels or more ad spend. It’ll come from better stories. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about Creative Theory.

    54 min

  3. JAN 29

    Experiential Marketing Strategy: Building Communities & Events That Creates Brand Fans

    Trust, attention, and brand loyalty are harder to earn. As AI makes content cheaper, faster, and less believable, the brands winning today aren’t chasing clicks or CPMs. They’re creating human-first experiences in real life that people actually remember. In this episode of Humans of Growth, host Aly Hathcock sits down with Emily Stutzman, CEO of HappyLucky, to unpack why experiential marketing, community-building, and real-life brand moments are becoming the most powerful growth drivers in modern marketing. Together, they explore why memory is the new KPI, how brands can build trust in a saturated digital landscape, and what it really takes to create brand loyalty in an era where consumers scroll past hundreds of ads a day. In this episode, we cover: • Why human experiences outperform digital advertising in today’s attention economy • How memory metrics are reshaping brand strategy and long-term growth • The shift from clicks and impressions to trust, affinity, and brand loyalty • How experiential marketing and in-person activations create micro-influencers at scale • Why community-led marketing beats performance ads for Gen Z and Gen Alpha • How brands can build authentic connection without massive event budgets • The role of partnerships, grassroots activations, and local community in modern marketing • Why AI is accelerating the need for real-world, human-first brand experiences If you’re a CMO, marketing leader, founder, or brand strategist navigating rising ad costs, declining trust, and attribution chaos, this conversation will challenge how you think about growth—and give you a clearer path forward. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about HappyLucky here.

    44 min

  4. JAN 22

    The Trust Recession: Why Faceless Marketing Is Destroying Your Company

    Marketing is changing faster than most companies can keep up, but the biggest shift isn’t AI, new platforms, or another algorithm update. It’s trust. Buyers are overwhelmed with information, numb to ads, and increasingly skeptical of faceless brands. What cuts through now isn’t louder messaging, it’s human leadership, clear perspective, and real storytelling. In this episode of Humans of Growth, Aly Hathcock sits down with Doug Longenecker, CEO of NKST, to unpack why companies are losing trust, how executive visibility has become a competitive advantage, and why today’s leaders need to think and show up more like creators. In this episode, we cover: • Why marketing messaging has shifted from information-first to trust-first • How faceless brand messaging is eroding buyer confidence • What it means for executives to “lead like creators” • Why human-led storytelling outperforms traditional advertising • How AI is accelerating marketing, and where it’s breaking trust • The decline of transactional, non-human buying experiences • Why executive visibility & personal branding matters internally just as much as externally • How LinkedIn’s algorithm actually rewards engagement (not titles) • The real ROI of thought leadership beyond vanity metrics • How executive presence strengthens culture, retention, and partnerships If you’re a founder, executive, or marketing leader navigating declining trust, shorter attention spans, and rising skepticism, this episode breaks down what’s actually working now and how to adapt without chasing every new trend. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about Whatsnkst here.

    47 min

  5. 12/11/2025

    The Collapse of Old Marketing Playbooks

    Company culture and marketing have both been rewritten, and the businesses growing in 2026 are the ones adapting fastest. In this episode of Humans of Growth, we unpack how culture, AI, and shifting buyer behavior are reshaping the way companies scale. From remote teams to broken attribution models, we explore why old playbooks no longer work, and what today’s top leaders are doing instead. You’ll learn: • Why culture is now a core growth lever • How buyer behavior has changed (and why funnels are breaking) • Why Gen Z has killed brand loyalty, and how to rebuild it • How to activate your existing community for organic growth • What agencies must retool to survive the next 24 months • How AI is transforming creative work and marketing strategy Growth today isn’t about doing more... it’s about doing it differently. This conversation will help you rethink your culture, your marketing, and your strategy for the new era of business.   ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about the work Spinutech does here.

    50 min

  6. 12/09/2025

    Beyond the Guesswork: Building Marketing Strategy on Trust + Data

    Most CEOs don’t have a marketing strategy problem. They have a decision-making problem. In this episode of Humans of Growth, Aly Hathcock sits down with Darren Magarro — CEO of The DSM Group — to break down why so many leaders still “throw spaghetti at the wall,” why intuition alone isn’t enough, and how data, trust, and transparency transform the way companies grow. If you’re a CEO, founder, agency leader, or anyone responsible for making marketing decisions, this conversation will give you a clearer lens for diagnosing what’s working, what’s not, and what to do next. In this episode, we unpack… • The biggest misconception CEOs have about marketing strategy • Why most teams rely on guesswork instead of data • How to diagnose a company’s marketing before proposing solutions • The difference between vanity metrics and profit-driving KPIs • How buyer psychology has shifted from information scarcity to trust scarcity • Why great agency relationships require pushback, transparency, and patience • What CEOs should understand before hiring their first agency The future of marketing isn’t more tactics. It’s better diagnosis, cleaner data, and deeper trust. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about the work The DSM Group does.

    27 min

  7. 12/05/2025

    The Communication Crisis Killing Local Businesses

    The biggest threat to home service businesses in 2026 isn’t competition. It’s communication. Consumers have evolved. Technology has evolved. But most service-based businesses are stuck in outdated communication patterns that are silently killing revenue, trust, and customer retention. In this episode of Humans of Growth, Aly Hathcock sits down with Lucas Wilson — CEO of Signpost, a customer communication platform serving thousands of contractors, trades, and home service professionals. Together, they unpack the widening gap between what business owners think customers want… and what customers are actually demanding in a world of AI, instant expectations, and omnichannel communication. If you’re a marketing leader, home services operator, SMB owner, or anyone navigating the shift to AI-powered customer experience, this episode will hit you straight in the strategy. In this episode, we unpack… • Why speed-to-lead is now the #1 growth lever in home services • How shifting consumer expectations are reshaping customer communication • The silent revenue leak caused by missed calls, slow responses, and outdated systems • Where AI belongs in the customer journey—and where humans must stay involved • How to build trust in industries battling poor reputation and high demand • Why staying top-of-mind with past customers is more valuable than chasing new leads The future of growth isn’t just marketing. It’s customer communication and retention. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about Signpost. Get connected to Lucas here: https://www.linkedin.com/in/lukewilsonsignpostceo/

    46 min

  8. 12/02/2025

    How to Build, Scale, and Exit a Business That Outlives You

    In this episode of Humans of Growth, host Aly Hathcock sits down with Jeff Parnell, founder and CEO of JHP Advisors, to talk about what it really takes to build a business that lasts — and to eventually step away from it. Jeff’s career spans from pioneering one of the internet’s first e-commerce businesses in the 1990s to guiding today’s CEOs through growth, succession, and exit planning. After surviving a heart transplant in 2018, Jeff brings a rare blend of hard-won business wisdom and deep life perspective to the conversation. Together, Aly and Jeff explore: ✔ How to scale your company by making yourself replaceable ✔ Why most entrepreneurs fail to plan their exit — and how it costs them millions ✔ The coming “silver tsunami” of aging business owners and what it means for small business ✔ How consolidation and private equity are reshaping local industries ✔ The difference between owning a business and being in the business ✔ Why patience, gratitude, and in-person connection still drive long-term growth This isn’t just a story about business strategy — it’s a masterclass in leadership, legacy, and what it means to build something worth handing off. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about JHP Advisors.

    40 min
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Ratings & Reviews

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About

Behind every business & its growth is a human in the trenches.  On Humans of Growth, host Aly Hathcock interviews CEOs, CMOs, and marketing executives driving business development, demand generation, and brand strategy. These aren’t surface-level chats about lead funnels and KPIs. They’re raw, insightful conversations that reveal how real leaders build marketing engines, scale revenue, and create lasting customer relationships. Expect candid stories about leadership, growth marketing, sales enablement, brand positioning, content strategy, customer acquisition, and everything in between. From scrappy startups to enterprise marketing teams, we explore the playbooks, mindsets, and human decisions behind business growth. If you care about branding & positioning, marketing strategy, sales & customer retention, or the future of growth, this is your podcast.

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