North Star Leaders: Positioning, Brand Strategy, and Leadership

Lindsay Pedersen
  • 5.0 (7)
  • Management
  • Updated Weekly

As a leader, how do you know where to focus? When there are a hundred possibilities, how do you direct your time, your team, your budget and your emotional energy? That is what Lindsay Pedersen is exploring on the North Star Leaders Podcast. In every episode she is joined by the entrepreneurs and executives who understand the impact brand makes on their companies, and how vital it is to have a North Star that aligns the efforts of everyone working towards a common goal at an organization. They dig into how to set the conditions for a company that creates real value for decades, and navigate the dance between creating economic value now, and serving a noble purpose that will last into the future. Remember: Brand is your North Star. The The North Star Leaders podcast is hosted by Lindsay Pedersen, a brand strategist and author of the bestselling book: Forging an Ironclad Brand. She has worked with corporations like Duolingo, Starbucks, Expedia, Pantheon and IMDB, arming them with an empowering understanding of brand, and a strategy they can use to grow their business with clarity, conviction and focus. Learn more about Lindsay Pedersen at IroncladBrandStrategy.com Questions she explores on the show include: What is it like to lead a purpose-driven business? What is soggy positioning, and how do you avoid it? How does brand strategy impact company culture? Why should non-marketing leaders care about brand? How does a brand help grow a business? How can brand help you elevate pricing? Each episode of the North Star Leaders podcast is a conversation with a leader who has embraced their business’s North Star, and the impact is has made on their companies. Lindsay Pedersen brings her experience from years of working with top brands to bear in helping to unearth exactly how having a North Star has changed the direction of these organizations. Popular topics on the North Star Leaders Podcast include: Brand strategy, positioning, CMOs, leadership, company culture, company values, customer journey, leadership stories, brand development, North Star Values, company mission, brand strategy insights, brand strategy advice, company differentiation, gaining market share, scaling a business

  1. Jun 23

    Built to Belong with Rick Brooks

    Culture isn't what's written on the wall - it's what people actually do when nobody's watching. So how do you build a company where employees act like owners, customers feel like they belong, and brand values drive real business results? In this episode, Lindsay speaks to Zumiez CEO - Rick Brooks, who shares how a deeply embedded culture has shaped one of retail's most distinctive brands, why individuality matters more than ever, and what leaders get wrong when they treat culture as a slogan instead of a system. You'll hear them discuss: How Zumiez built a culture where employees are empowered to own their business and make decisions locally Why teaching, learning, competition, and recognition sit at the center of the company's success The connection between strong culture, flat organizational structures, and leadership trust How Zumiez serves a specific customer who values individuality and self-expression over fitting in Why physical retail still matters in an increasingly digital world, especially for younger generations The role brand positioning plays in creating pricing power and long-term customer loyalty How staying committed to core values helps businesses adapt and evolve without losing their identity Resources: Rick Brooks on Zumiez | Find Zumiez Store | LinkedIn Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    Built to Belong with Rick Brooks

  2. Jun 16

    Scaling Stories with Ali Albazaz

    Brand isn’t just a logo. Culture isn’t just a mission statement. And customer obsession isn’t something you put in a slide deck. In this episode, Lindsay sits down with Ali Albazaz, CEO of Inkitt, to explore how a company built on AI, storytelling, and relentless customer focus grew from a scrappy startup into a global entertainment platform with more than a million paid subscribers. Ali shares why brand strategy became a turning point for the company, how talking to users every single week shapes product decisions, and why building a business that lasts 100 years requires far more than growth hacks and ad spend. You’ll hear them discuss: How Inkitt is building what Ali calls the “operating system for storytellers” and transforming stories into books, movies, and franchises Why reaching a growth ceiling forced the company to get serious about brand positioning and customer recall The role word-of-mouth played in scaling beyond paid acquisition and accelerating growth How weekly customer calls help every employee develop empathy and stay connected to the people they serve Why Ali spends hours each day deep in product development despite leading a fast-growing company The thinking behind creating distinct brands for different audiences instead of putting everything under one umbrella How customer understanding, not competitor watching, became one of the defining principles of Inkitt’s culture A first look at Ironblood, Inkitt’s newest platform focused on superhero, action, and sci-fi storytelling Resources: Ali Albazaz on Inkitt | Galatea | CandyJar | LinkedIn Bill Conti - ''Gonna Fly Now'' (Theme from Rocky) on YouTube Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    Scaling Stories with Ali Albazaz

  3. Jun 9

    Collective Brain with Bryan Law

    How much of your buying decision is actually rational? And how much of it was made long before you ever started comparing options? In this episode, Lindsay Pedersen sits down with Bryan Law, CMO at Nerdio, for a fascinating conversation about the neuroscience behind marketing, why consistency drives growth, and what stories can teach us about influence and decision-making. Drawing on research, psychology, and years of marketing leadership experience, Bryan shares how brands can earn a place in people's minds long before buyers enter the market. You'll hear them discuss: Why consistent brand messaging helps companies grow faster and what research reveals about the "collective brain" The difference between being distinctive and being differentiated, and why one matters far more than most marketers realize How emotion, memory, and storytelling shape decisions, even in high-stakes situations where people believe they're being completely rational What courtroom psychology can teach marketers about influence, persuasion, and the power of a compelling narrative Why most buying decisions are heavily influenced before a customer ever enters the sales process How AI and synthetic audiences are helping companies uncover hidden customer insights and better understand buyer behavior Creating alignment across marketing, sales, and customer-facing teams to build a stronger, more consistent brand experience Resources: Bryan Law on Nerdio | LinkedIn Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    Collective Brain with Bryan Law

  4. Jun 2

    Stay Curious with Gautam Mehandru

    AI is making it easier than ever to create content, but also easier than ever to disappear into the noise. So how do you actually stand out when everything starts to sound the same? And what does it really take to balance short-term results with long-term brand in a world that’s moving this fast? In this episode, Lindsay sits down with Gautam Mehandru, SVP of marketing at CrowdStrike, to talk about navigating modern marketing, leading through change, and why curiosity might be your most important advantage right now. You’ll hear them discuss: How Gautam’s path from engineering to marketing shapes the way he solves problems and leads teams Why data isn’t optional anymore and what happens when decisions are driven by opinion instead The real impact of AI on marketing today, including the rise of “AI slop” and how to cut through it What it takes to stand out in crowded, noisy industries where everything starts to look the same The ongoing tension between brand building and driving pipeline - and how to navigate both Why alignment between sales and marketing matters more than ever in a full-funnel world How staying curious (especially about AI) can be the difference between staying relevant or falling behind Resources: Gautam Mehandru on CrowdStrike | LinkedIn Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    Stay Curious with Gautam Mehandru

  5. May 19

    The Meaning with Lindsay Pedersen

    Is your brand working for you or just existing by accident? In this bonus episode, the tables turn on host Lindsay Pedersen as podcast producer Megan Dougherty steps in to interview Lindsay herself. Lindsay shares the thinking behind her approach to brand strategy, why she can't stand the term "personal brand," and what it actually takes to build something people remember. You'll hear them discuss: Why every business has a brand whether they like it or not and why ignoring that is a mistake The difference between a brand that gets liked and one that gets loved, and why only one of them drives real growth Why Lindsay thinks "personal brand" is a dilution of what brand actually means, and what she'd call it instead How her time managing household products at Clorox shaped the way she thinks about customers and why a big corporate brand team and a small local business aren't as different as you'd think The case for being polarizing, and why playing it safe is the surest way to be forgettable Resources: Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn Megan Dougherty on One Stone Creative | LinkedIn

    The Meaning with Lindsay Pedersen

  6. May 12

    Beyond Perfect with Bill Glenn

    Perfection. Hustle. Always being the smartest person in the room. Those are the things many leaders are taught to chase. But what happens when you realize those ideas might actually be holding you back? In this episode of North Star Leaders, Lindsay Pedersen sits down with Bill Glenn, SVP of Marketing at Esper, for a refreshingly honest conversation about leadership, vulnerability, and the long road away from perfectionism. Bill shares how decades in tech reshaped the way he leads - from chasing flawless performance to prioritizing honest feedback, mentorship, and self-awareness. You’ll hear them discuss: Why performance review conversations can actually be one of the most energizing parts of leadership How direct, honest feedback - delivered with care - can unlock real growth for teams The shift from trying to be the smartest person in the room to building teams that challenge and elevate each other The hidden connection between perfectionism, fear, and authentic leadership Simple daily practices that help leaders reset their mindset and stay grounded hHw mentorship - both giving and receiving it - can shape an entire career Why more professionals are rethinking success, hustle culture, and what the “next phase” of life might look like Resources: Bill Glenn - LinkedIn | Esper Device Management Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    Beyond Perfect with Bill Glenn

  7. May 5

    Healthy Tension with Michael Atalla

    What actually separates marketing that moves markets from marketing that just explains things? And in a world where AI is rewriting the rules in real time, what does leadership even look like when your team might know more than you do? In this episode, Michael Atalla joins Lindsay Pedersen to unpack the real role of storytelling in modern marketing and why tension, transparency, and experimentation might be your biggest competitive advantages right now. You’ll hear them discuss: Why great marketing is really about translating complex ideas into something people actually care about How storytelling acts as the connective tissue across product, sales, and go-to-market strategy The trap of “inside-out” thinking and how to shift into an audience-first mindset What it really takes to build a team culture where experimentation (and failure) is not just allowed, but expected Why AI isn’t just another tool, but a full operational shift that requires new roles and ways of working How “healthy tension” inside teams leads to better decisions, stronger strategies, and real conviction What relentless transparency looks like in practice and why it’s riskier (and more powerful) than it sounds Resources: Michael Atalla on LinkedIn | UiPath | UiPath LinkedIn | UiPath X | Ui Path Instagram Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    Healthy Tension with Michael Atalla

  8. Apr 28

    AI ≠ Strategy with Jeremy Korst

    AI is everywhere. Is your business actually using it with purpose, or just chasing the hype? In this episode, Lindsay sits down with Jeremy Korst, many time CMO and executive, to unpack the real relationship between strategy, brand, and AI. They get into why most companies are getting this wrong, how brand becomes the ultimate decision-making filter, and what leaders need to do right now to avoid adding to the noise. You’ll hear them discuss: Why AI isn’t a strategy and what happens when companies treat it like one How brand becomes a shortcut for decision-making across an entire organization The growing problem of “AI slop” and why most content is about to get worse, not better How strong brands can actually stand out more in a world flooded with cheap content The tension between analytical strategy frameworks and human-centered brand thinking What’s changing in market research thanks to AI and what still can’t be replaced Why even the biggest companies with massive budgets still struggle with prioritization Resources: Jeremy Korst on LinkedIn Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn

    AI ≠ Strategy with Jeremy Korst
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5
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About

As a leader, how do you know where to focus? When there are a hundred possibilities, how do you direct your time, your team, your budget and your emotional energy? That is what Lindsay Pedersen is exploring on the North Star Leaders Podcast. In every episode she is joined by the entrepreneurs and executives who understand the impact brand makes on their companies, and how vital it is to have a North Star that aligns the efforts of everyone working towards a common goal at an organization. They dig into how to set the conditions for a company that creates real value for decades, and navigate the dance between creating economic value now, and serving a noble purpose that will last into the future. Remember: Brand is your North Star. The The North Star Leaders podcast is hosted by Lindsay Pedersen, a brand strategist and author of the bestselling book: Forging an Ironclad Brand. She has worked with corporations like Duolingo, Starbucks, Expedia, Pantheon and IMDB, arming them with an empowering understanding of brand, and a strategy they can use to grow their business with clarity, conviction and focus. Learn more about Lindsay Pedersen at IroncladBrandStrategy.com Questions she explores on the show include: What is it like to lead a purpose-driven business? What is soggy positioning, and how do you avoid it? How does brand strategy impact company culture? Why should non-marketing leaders care about brand? How does a brand help grow a business? How can brand help you elevate pricing? Each episode of the North Star Leaders podcast is a conversation with a leader who has embraced their business’s North Star, and the impact is has made on their companies. Lindsay Pedersen brings her experience from years of working with top brands to bear in helping to unearth exactly how having a North Star has changed the direction of these organizations. Popular topics on the North Star Leaders Podcast include: Brand strategy, positioning, CMOs, leadership, company culture, company values, customer journey, leadership stories, brand development, North Star Values, company mission, brand strategy insights, brand strategy advice, company differentiation, gaining market share, scaling a business

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