186. Why the Fastest-Growing Brands Start With “Who,” Not “What”

Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product. But the fastest-growing brands today start somewhere very different: with who they’re growing with.

In this episode, Sonia Thompson breaks down the mindset shift powering today’s fastest-growing brands — the shift from focusing on tactics to focusing on people. As the first episode in the Growth Marketing series, this conversation reframes how brands should think about growth in a market shaped by identity, community, and evolving customer expectations.

Sonia explains why effective growth marketing begins with understanding people, not platforms — and how brands that lead with “who” are better positioned to build loyalty, relevance, and sustainable growth. You’ll also hear how well-known brands have grown by serving specific growth communities instead of chasing every new channel or trend.

You’ll learn:

• Why growth marketing starts with people, not tactics or platforms

• How focusing on “who” changes how brands design strategy

• How growth communities drive loyalty and long-term performance

• Practical ways to identify the audiences that will fuel your next stage of growth

• How starting with “who” leads to stronger, more sustainable results

Whether you lead marketing for a global brand or run a growing business, this episode will help you design growth marketing strategies that start with people — and scale with intention.

Because when you start with who, the what takes care of itself.