Snafu w/ Robin Zander

Robin P. Zander

Welcome to Snafu, a podcast about sales, persuasion, and work. Amidst all the change going on in the world today, "durable" skills are often the most resilient. Snafu is a podcast for entrepreneurs, freelancers, and ambitious professionals who need to sell – but aren't quite comfortable yet. Robin Zander has spent more than 20 years tackling things he doesn't know how to do. From starting a restaurant in three weeks without any prior restaurant experience to performing as a self-taught acrobat with the San Francisco Opera, Robin has built his life and career around learning new things. But growth isn't all upside. Trying new things comes with lots of failures. On Snafu, Robin sits down with authors and entrepreneurs to talk about a more human approach to sales, persuasion, and work.

  1. JAN 21

    Why the Best Leaders are Better Storytellers with Robin P. Zander

    Welcome back to Snafu with Robin P. Zander. In this episode, I'm doing something a little different: I step into the guest seat for a conversation with one of my good friends, Andrew Bartlow, recorded for the People Leader Accelerator podcast alongside Jessica Yuen. We dive into storytelling, identity, and leadership — exploring how personal experiences shape professional influence. The conversation begins with a reflection on family and culture, from the Moroccan textiles behind me, made by my mother, to the influence of my father's environmental consulting work. These threads of personal history frame my lifelong fascination with storytelling, persuasion, and coalition-building. Andrew and Jessica guide the discussion through how storytelling intersects with professional growth. We cover how early experiences — like watching Lawrence of Arabia at a birthday sleepover — sparked curiosity about adventure, influence, and human connection, and how these interests evolved into a career focused on organizational storytelling and leadership. We explore practical frameworks, including my four-part story model (Setup → Change → Turning → Resolution) and the power of "twists" to create momentum and memorability. The episode also touches on authentic messaging, the role of vulnerability in leadership, and why practicing storytelling in everyday life—outside high-stakes moments—builds confidence and executive presence over time. Listeners will hear lessons from a lifetime of diverse experiences: running a café in the Mission District, collaborating with BJ Fogg on behavioral change, building Zander Media, and applying storytelling to align teams and organizations. We also discuss how authenticity and personal perspective remain a competitive advantage in an age of AI-generated content. If you're curious about how storytelling, practice, and presence intersect with leadership, persuasion, and influence, this episode is for you. And for more insights on human connection, organizational alignment, and the future of work, check out Snafu, my weekly newsletter on sales, persuasion, and storytelling here, and Responsive Conference, where we explore leadership, work, and organizational design here. Start (0:00) Storytelling & Identity Robin introduces Moroccan textiles behind him Made by his mother, longtime practicing artist Connects to Moroccan fiancée → double meaning of personal and cultural Reflection on family influence Father: environmental consulting firm Mother: artist Robin sees himself between their careers Early Fascination with Storytelling Childhood obsession with Morocco and Lawrence of Arabia Watched 4-hour movie at age 6–7 Fascinated by adventure, camels, storytelling, persuasion Early exposure shaped appreciation for coalition-building and influence Identity & Names Jess shares preference for "Jess" → casual familiarity Robin shares professional identity as "Xander" Highlights fluidity between personal and professional selves Childhood Experiences & Social Context Watching Lawrence of Arabia at birthday sleepover Friends uninterested → early social friction Andrew parallels with daughters and screen preferences Childhood experiences influence perception and engagement Professional Background & Storytelling Application Robin's long involvement with PeopleTech and People Leader Accelerator Created PLA website, branding, documented events Mixed pursuits: dance, media, café entrepreneurship Demonstrates applying skills across domains Collaboration with BJ Fogg → behavioral change expertise Storytelling as Connection and Alignment Robin: Storytelling pulls from personal domains and makes it relevant to others Purpose: foster connection → move together in same direction Executive relevance: coalition building, generating momentum, making the case for alignment Andrew: HR focus on connection, relationships, alignment, clarity Helps organizations move faster, "grease the wheels" for collaboration Robin's Credibility and Experience in Storytelling Key principle: practice storytelling more than listening Full-time entrepreneur for 15 years First business at age 5: selling pumpkins Organized neighborhood kids in scarecrow costumes to help sell Earned $500 → early lessons in coalition building and persuasion Gymnastics and acrobatics: love of movement → performance, discipline Café entrepreneurship: Robin's Cafe in Mission District, SF Started with 3 weeks' notice to feed conference attendees Housed within a dance studio → intersection of dance and behavioral change First experience managing full-time employees Learned the importance of storytelling for community building and growth Realized post-sale missed opportunity: storytelling could have amplified success Transition to Professional Storytelling (Zander Media) Lessons from cafe → focus on storytelling, messaging, content creation Founded Zander Media (2018) Distributed small team, specializes in narrative strategy and video production Works with venture-backed companies and HR teams to tell stories internally and externally Provides reps and depth in organizational storytelling Why Storytelling Matters for Organizations Connects people, fosters alignment Enables faster movement toward shared goals Storytelling as a "powerful form of connection" What Makes a Good Story Robin: frameworks exist, but ultimately humans want: Education, entertainment, attention Sustained attention (avoid drift to TikTok, distractions) Framework examples: Hero's Journey (Joseph Campbell) → 17 steps Dan Harmon's 8-part structure → simplified version of Hero's Journey Robin's preferred model: 4-part story structure (details/examples forthcoming) The Power of the Twist, and Organizational Storytelling Robin's Four-Part Story Model Core idea: stories work best when they follow a simple arc Setup → Change → Turning (twist/reveal) → Resolution Goal: not rigid frameworks, but momentum, surprise, payoff The "Turning" (Twist) as the Sticky Moment Pixar example via Steve Jobs and the iPod Nano Setup: Apple's dominance, market context, long build-up Choice point: Option A: just reveal the product Option B (chosen): pause + curiosity Turning: the "tiny jeans pocket" question Reveal: iPod Nano pulled from the pocket Effect: entertainment, disruption, memorability Key insight: The twist creates pause, delight, and attention This moment often determines whether a story is remembered Why Flat Stories Fail Example (uninspiring): "I ran a cafe → wanted more marketing → now I run Xander Media" Improved arc with turning: Ran a cafe → wanted to do more marketing → sold it on Craigslist → built Xander Media Lesson: A reveal or risk creates narrative energy The Four Parts in Practice Setup The world as it is (Bilbo in the Shire) Change Something disrupts the norm (Gandalf arrives) Turning Twist, reveal, or surprise (the One Ring) Resolution Payoff and return (Bilbo back to the Shire) How to Use This as a Leader Don't force stories into frameworks Look at stories you already tell Identify where a disruption, surprise, or reveal could live Coalition-building lens Stories should move people into shared momentum Excitement → flow → aligned action Storytelling Mediums for HR & Organizations Employer brand ≠ separate from company brand Should be co-owned by HR and marketing Brand clarity attracts the right people, repels the wrong ones Strong brands are defined by: Who they are Who they are not Who they're for and not for HR vs Marketing: The Nuance Collaboration works only if: HR leads on audience and truth Marketing supports execution, not control Risk: Marketing optimizes for customers, not employees HR understands attraction, retention, culture fit Storytelling at the Individual Level No one is "naturally" good or bad at storytelling It's reps, not talent Practical advice: Know your ~15 core stories (career, company, turning points) Practice pauses like a comedian Notice when people lean in Opinionated Messaging = Effective Messaging Internal storytelling should: Be clear and opinionated Repel as much as it attracts Avoid: Corporate vanilla Saying a lot without saying anything Truth + Aspirational Truth Marketing and storytelling are a mix of: What is actually true What the organization is becoming Being "30% more honest" builds trust Including flaws and tradeoffs Example: budget brands, Southwest, Apple's office-first culture Why This Works Opinions create personality Personality creates stickiness Stickiness creates memory, alignment, and momentum Authenticity as the last real advantage We're flooded with AI-generated content (video, writing, everything) Humans are extremely good at sensing what feels fake Inauthenticity is easier to spot than ever One of the few remaining advantages: Be true to the real story of the person or organization Not polished truth — actual truth What makes content feel "AI-ish" AI can generate volume fast Books, posts, stories in minutes What it can't replicate: Personal specificity Why a story matters to you What an experience felt like from the inside Lived moments Running a café Growing into leadership What lasts: Personal story lesson learned relevance to this reader relevance to this relationship What content will win long-term Vulnerability Not oversharing, but real ex

    58 min
  2. JAN 14

    Investing In People, AI, and the Future of Work with Virginie Raphael

    In this episode, I'm joined by Virginie Raphael — investor, entrepreneur, and philosopher of work — for a wide-ranging conversation about incentives, technology, and how we build systems that scale without losing their humanity. We talk about her background growing up around her family's flower business, and how those early experiences shaped the way she thinks about labor, value, and operating in the real economy. That foundation carries through to her work as an investor, where she brings an operator's lens to evaluating businesses and ideas. We explore how incentives quietly shape outcomes across industries, especially in healthcare. Virginie shares why telehealth was a meaningful shift and what needs to change to move beyond one-to-one, supply-constrained models of care. We also dig into AI, venture capital, and the mistakes founders commonly make today — from hiring sales teams too early to raising too much money too fast. Virginie offers candid advice on pitching investors, why thoughtful cold outreach still works, and how doing real research signals respect and fit. The conversation closes with a contrarian take on selling: why it's not a numbers game, how focus and pre-qualification drive better outcomes, and why knowing who not to target is just as valuable as finding the right people. If you're thinking about the future of work, building with intention, or navigating entrepreneurship in an AI-accelerated world, this episode is for you. And for more conversations like this, join us at Snafu Conference 2026 on March 5th, where we'll keep exploring incentives, human skills, and what it really takes to build things that last. Start (0:00) Reflections on Work, Geography, and AI Adoption Virginie shares what she's noticing as trends in work and tech adoption: Geographic focus: she's excited to explore AI adoption outside traditional tech hubs. Examples: Atlanta, Nashville, Durham, Utah, Colorado, Georgia, North Carolina, parts of the Midwest. Rationale: businesses in these regions may adopt AI faster due to budgets, urgency, and impatience for tech that doesn't perform. "There are big corporates, there are middle and small businesses in those geos that have budget that will need the tech… and/or have less patience, I should say, for over-hub technologies that don't work." She notes that transitions to transformational technology never happen overnight, which creates opportunities: "We always underestimate how much time a transition to making anything that's so transformational… truly ubiquitous… just tends to think that it will happen overnight and it never does." Robin adds context from her own experience with Robin's Cafe and San Francisco's Mission District: Observed cultural and business momentum tied to geography Mentions Hollywood decline and rise of alternative media hubs (Atlanta, Morocco, New Jersey) Virginie reflects on COVID's impact on workforce behaviors: Opened a "window" to new modes of work and accelerated change: "There were many preexisting trends… but I do think that COVID gave a bit of a window into what was possible." Emphasis on structural change: workforce shifts require multi-year perspective and infrastructure, not just trends. Investor, Mission, and Capital Philosophy Virginie clarifies she is an investor, not a venture capitalist, resisting labels and prestige metrics. "I don't call myself a venture capitalist… I just say investor." Focuses on outcomes over categories, investing in solutions that advance the world she wants to see rather than chasing trendy tech sectors. "The outcome we want to see is everyone having the mode of work that suits them best throughout their lives." Portfolio themes: Access: helping people discover jobs they wouldn't otherwise know about. Retention / support: preventing workforce dropouts, providing appropriate healthcare, childcare, and caregiving support. "Anyone anywhere building towards that vision is investible by us." Critiques traditional venture capital practices: Raising VC money is not inherently a sign of success. "Raising from a VC is just not a sign of success. It's a milestone, not the goal." Concerned about concentration of capital into a few funds, leaving many founders unsupported. "There's a sense… that the work we do commands a lot less power in the world, a lot less effectiveness than holding the capital to hire that labor." Emphasizes structural, mission-driven investing over chasing categories: Invests in companies that prevent workforce dropouts, expand opportunity, and create equitable access to meaningful work. Portfolio strategy is diversified, focusing on infrastructure and long-term impact rather than quick wins. "We've tracked over time what type of founders and what type of solutions we attract and it's exactly the type of deal that we want to see." Reflects on COVID and societal trends as a lens for her investment thesis: "COVID gave a bit of a window into what was possible," highlighting alternative modes of work and talent distribution that are often overlooked. Labor, Ownership, and Durable Skills Virginie reframes the concept of labor, wages, and ownership: "The word labor in and of itself… is something we need to change." Interested in agency and ownership as investment opportunities, especially for small businesses transitioning to employee ownership. "For a very long time… there's been a shift towards knowledge work and how those people are compensated. If you go on the blue-collar side… it's about wages still and labor." Emphasizes proper capitalization and alignment of funds to support meaningful exits for smaller businesses, rather than chasing massive exits that drive the VC zeitgeist. AI fits into this discussion as part of broader investment considerations. Childhood experience in family flower business shaped her entrepreneurial and labor perspective: Selling flowers, handling cash, and interacting with customers taught "durable skills" that persisted into adulthood. "When I think of labor, I think of literally planting pumpkin plants… pulling espresso shots… bringing a customer behind the counter." Observing her father start a business from scratch instilled risk-taking and entrepreneurial spirit. "Seeing my dad do this when I was seven… definitely part of that." Skills like sales acumen, handling money, and talking to adults were early lessons that translated into professional confidence. Non-linear career paths and expanding exposure to opportunity: Concerned that students often see only a narrow range of job options: "Kids go out of high school, they can think of three jobs, two of which are their parents' jobs… Surely because we do a poor job exposing them to other things." Advocates for creating more flexible and exploratory career pathways for young people and adults alike. Durable skills and language shaping work: Introduction of the term "durable skills" reframes how competencies are understood: "I use it all the time now… as a proof point for why we need to change language." Highlights the stigma and limitations of words like "soft skills" or "fractional work": Fractional roles are high-impact and intentional, not temporary or inferior. "Brilliant people who wanna work on a fractional basis… they truly wanna work differently… on a portfolio of things they're particularly good at solving." Work in Progress uses language intentionally to shift perceptions and empower people around work. Cultural significance of language in understanding work and people: Virginie notes that language carries stigma and meaning that shapes opportunities and perception. References Louis Thomas's essays as inspiration for attention to the nuance and power of words: He'll take the word discipline and distill it into its root, tie it back into the natural world." Robin shares a personal anecdote about language and culture: "You can always use Google Translate… but also it's somebody learning DIA or trying to learn dharia, which is Moroccan Arabic… because my fiance is Moroccan." Human-Positive AI, Process, and Apprenticeship Virginie emphasizes the value of process over pure efficiency, especially in investing and work: "It's not about the outcome often, it's about the process… there is truly an apprenticeship quality to venture and investing." Using AI to accelerate tasks like investment memos is possible, but the human learning and iterative discussion is critical: "There's some beauty in that inefficiency, that I think we ought not to lose." AI should augment human work rather than replace the nuanced judgment, particularly in roles requiring creativity, judgment, and relationship-building: "No individual should be in a job that's either unsafe or totally boring or a hundred percent automatable." Introduces the term "human-positive AI" to highlight tools that enhance human potential rather than simply automate tasks: "How do we use it to truly augment the work that we do and augment the people?" Project selection and learning as a metric of value: Virginie evaluates opportunities not just on outcome, but what she will learn and who she becomes by doing the work: "If this project were to fail, what would I still learn? What would I still get out of it?" Cites examples like running a one-day SNAFU conference to engage people in human-centered selling principles: "Who do I become as a result of doing that is always been much more important to me than the concrete outcomes of this thing going well." AI Bubble, Transition, and Opportunity Discusses the current AI landscape and the comparison to past tech bubbles: "I think we're in an AI bubble… 1999 was a tech bubble and Amaz

    53 min
  3. JAN 7

    The Human Side of Selling with Jeff Jaworski

    Welcome back to Snafu with Robin Zander. In this episode, I'm joined by Jeff Jaworsky, who shares his journey from a global role at Google to running his own business while prioritizing time with his children. We talk about the pivotal life and career decisions that shaped this transition, focusing on the importance of setting boundaries—both personally and professionally. Jeff shares insights on leaving a structured corporate world for entrepreneurship and the lessons learned along the way. We also explore the evolving landscape of sales and entrepreneurship, highlighting how integrating human connection and coaching skills is more important than ever in a tech-driven world. The conversation touches on the role of AI and technology, emphasizing how they can support—but not replace—essential human relationships. Jeff offers practical advice for coaches and salespeople on leveraging their natural skills and hints at a potential future book exploring the intersection of leadership, coaching, and sales. If you're curious about what's next for thoughtful leadership, entrepreneurship, and balancing work with life, this episode is for you. And for more conversations like this, get your tickets for Snafu Conference 2026 on March 5th here, where we'll continue exploring human connection, business, and the evolving role of AI. Start (0:00) Early life and first real boundary Jeff grew up up in a structured, linear environment Decisions largely made for you Clear expectations, predictable paths Post–high school as the first inflection point College chosen because it's "what you're supposed to do" Dream: ESPN sports anchor (explicit role model: Stuart Scott) Reality check through research Job placement rate: ~3% First moment of asking: Is this the best use of my time? Is this fair to the people investing in me (parents)? Boundary lesson #1 Letting go of a dream doesn't mean failure Boundaries can be about honesty, not limitation Choosing logic over fantasy can unlock unexpected paths Dropping out of college → accidental entry into sales Working frontline sales at Best Buy while in school Selling computers, service plans, handling customers daily Decision to leave college opens capacity Manager notices and offers leadership opportunity Takes on home office department Largest sales category in the store Youngest supervisor in the company (globally) at 19 Early leadership challenges Managing people much older Navigating credibility, age bias, exclusion Learning influence without authority Boundary insight Temporary decisions can become formative Saying "yes" doesn't mean you're locked in forever Second boundary: success without sustainability Rapid growth at Best Buy Promotions Increasing responsibility Observing manager life up close 60-hour weeks No real breaks Lunch from vending machines Internal checkpoint Is this the life I want long-term? Distinguishing: Liking the work Disliking the cost Boundary lesson #2 You can love a craft and still reject the lifestyle around it Boundaries protect the future version of you Returning to school with intention Decision to go back to college This time with clarity Sales and marketing degree by design, not default Accelerated path Graduates in three years Clear goal: catch up, not start over Internship at J. Walter Thompson Entry into agency world Launch of long-term sales and marketing career Pattern recognition: how boundaries actually work Ongoing self-check at every stage Have I learned what I came here to learn? Am I still growing? Is this experience still stretching me? Boundaries as timing, not rejection Experiences "run their course" Leaving doesn't invalidate what came before Non-linear growth Sometimes stepping down is strategic Demotion → education Senior role → frontline role (later at Google) Downward moves that enable a bigger climb later Shared reflection with Robin Sales as a foundational skill Comparable to: Surfing (handling forces bigger than you) Early exposure to asking, pitching, rejection Best Buy reframed Customer service under pressure Handling frustrated, misinformed, emotional people Humility + persuasion + resilience Parallel experiences Robin selling a restaurant after learning everything she could Knowing the next step (expansion) and choosing not to take it Walking away without knowing what's next Core philosophy: learning vs. maintaining "If I'm not learning, I'm dying" Builder mindset, not maintainer Growth as a non-negotiable Career decisions guided by curiosity, not status Titles are temporary Skills compound Ladders vs. experience stacks Rejecting the myth of linear progression Valuing breadth, depth, and contrast The bridge metaphor Advice for people stuck between "not this" and "not sure what next" Don't leap blindly Build a bridge Bridge components Low-risk experiments Skill development Small tests in parallel with current work Benefits Reduces panic Increases clarity Turns uncertainty into movement Framing the modern career question Referencing the "jungle gym, not a ladder" idea Careers as lateral, diagonal, looping — not linear Growth through range, not just depth Connecting to Range and creative longevity Diverse experiences as a competitive advantage Late bloomers as evidence that exploration compounds Naming the real fear beneath the metaphor What if exploration turns into repeated failure? What if the next five moves don't work? Risk of confusing experimentation with instability Adding today's pressure cooker Economic uncertainty AI and automation reshaping work faster than previous generations experienced The tension between adaptability and survival The core dilemma How do you pursue a non-linear path without tumbling back to zero? How do you "build the bridge" instead of jumping blindly? How do you keep earning while evolving? The two-year rule Treating commitments like a contract with yourself Two years as a meaningful unit of time Long enough to: Learn deeply Be challenged Experience failure and recovery Short enough to avoid stagnation Boundaries around optional exits Emergency ripcord exists But default posture is commitment, not escape Psychological benefit Reduces panic during hard moments Prevents constant second-guessing Encourages depth over novelty chasing The 18-month check-in Using the final stretch strategically Asking: Am I still learning? Am I still challenged? Does this align with my principles? Shifting from execution to reflection Early exploration of "what's next" Identifying gaps: Skills to acquire Experiences to test Regaining control External forces aren't always controllable Internal planning always is Why most people get stuck Planning too late Waiting until: Layoffs Burnout Forced transitions Trying to design the future in crisis Limited creativity Fear-based decisions Contrast with proactive planning Calm thinking Optionality Leverage Extending the contract Recognizing unfinished business Loving the work Still growing Still contributing meaningfully One-year extensions as intentional choices Not inertia Not fear Conscious recommitment A long career, one organization at a time Example: nearly 13 years at Google Six different roles Multiple reinventions inside one company Pattern over prestige Frontline sales Sales leadership Enablement Roles as chapters, not identities Staying while growing Leaving only when growth plateaus Experience stacking over ladder climbing Rejecting linear advancement Titles matter less than skills Accumulating perspective Execution Leadership Systems Transferable insight What works with customers What works internally What scales Sales enablement as an example of bridge-building Transition motivated by impact Desire to help at scale Supporting many sellers, not just personal results A natural evolution, not a pivot Built on prior sales experience Expanded influence Bridge logic in action Skills reused Scope widened Risk managed Zooming out: sales, stigma, and parenting Introducing the next lens: children Three boys: 13, 10, 7 Confronting sales stereotypes Slimy Manipulative Self-serving Tension between reputation and reality Loving sales Building a career around it Teaching it without replicating the worst versions Redefining sales as a helping profession Sales as service Primary orientation: benefit to the other person Compensation as a byproduct, not the driver Ethical center Believe in what you're recommending Stand behind its value Sleep well regardless of outcome Losses reframed Most deals don't close Failure as feedback Integrity as the constant Selling to kids (and being sold by them) Acknowledging reality Everyone sells, constantly Titles don't matter Teaching ethos, not tactics How you persuade matters more than whether you win Kindness Thoughtfulness Awareness of the other side Everyday negotiations Bedtime extensions Appeals to age, fairness, peer behavior Sales wins without good reasoning Learning opportunity Success ≠ good process Boundaries still matter Why sales gets a bad reputation Root cause: selfishness Focus on "what I get" Languag

    59 min
  4. 11/20/2025

    The Science of Human Performance with Melissa Painter

    Welcome back to Snafu with Robin Zander. In this episode, I'm joined by Melissa Painter, founder of Breakthru – a platform bringing movement, mindfulness, and behavior change into workplaces around the world. We talk about how Melissa uses movement as a tool to improve focus, resilience, and well-being, and how her background in dance and creative movement informs her approach to human performance. We explore the science and art of helping people move more, think better, and feel more connected to their work and each other. Melissa shares how she designs short, immersive experiences for employees, what it takes to change workplace culture, and why small, intentional shifts in movement can unlock big changes in thinking and performance. We also dive into the intersection of creativity, neuroscience, and technology, and how thoughtful, human-centered design can make work feel more alive and meaningful. If you're curious about how movement, mindfulness, and behavior change can transform your work and life, this episode is for you. And for more conversations like this, stay tuned for Responsive Conference 2026, where we'll be continuing the dialogue on human connection, creativity, and thriving in the modern workplace. I'm so glad and honored to have Melissa joining us in this talk. If you're interested in her work, take a look at Breakthru – you can try it and share it with your team here: Take your first Breakthru! https://breakthru.me/

    47 min
  5. 11/08/2025

    How to Build What You Believe with Shannon Deep and Kevan Lee

    Welcome back to Snafu with Robin Zander. In this episode, I'm joined by Kevan Lee and Shannon Deep, co-founders of Bonfire – a creative studio reimagining what it means to build brands, tell stories, and live meaningful lives. We talk about how Bonfire began as a "Trojan horse" – a branding agency on the surface, but really a vehicle for deeper questions: What does fulfilling work look like? How do we find meaning beyond our careers? And how can business become a space for honesty, connection, and growth? Kevan and Shannon share how their partnership formed, what it takes to build trust as co-founders, and how vulnerability and self-awareness fuel their collaboration. We explore their path from tech and theater to building Bonfire, hosting creative retreats, and helping founders tell more authentic stories. We also dive into how AI is changing storytelling, the myth of "broetry" on LinkedIn, and why transparency is the future of marketing. If you're curious about what's next for creativity, leadership, and meaningful work, this episode is for you. And for more conversations like this, stay tuned for Responsive Conference 2026, where we'll be continuing the dialogue on human connection, business, and the evolving role of AI. Start (0:00) How Bonfire Started (14:25) Robin notes how transparent and intentional they've been building their business and community Says Bonfire feels like a 21st-century agency – creative, human, and not traditional Invites them to describe what they're building and their vision for it Kevan's response: Admits he feels imposter syndrome around being called an "entrepreneur" Laughs that it's technically true but still feels strange Describes Bonfire as partly a traditional branding agency They work with early-stage startups Help with brand strategy, positioning, messaging, and differentiation. But says the heart of their work is much deeper "We create spaces for people to explore what a fulfilling life looks like – one that includes work, but isn't defined by it." Their own careers inspired this – jobs that paid well but felt empty, or jobs that felt good but didn't pay the bills Bonfire became their way to build something more meaningful A space to have these conversations themselves And to invite others into it This includes community, retreats, and nontraditional formats Jokes that the agency side is a Trojan horse – a vehicle to fund the work they truly care about Shannon adds: They're agnostic about what Bonfire "does" Could be a branding agency, publishing house, even an ice cream shop "Money is just gas in the engine." The larger goal is creating spaces for people to explore their relationship to work Especially for those in transition, searching for meaning, or redefining success Robin reflects on their unusual path Notes most marketers who start agencies chase awards and fame But Shannon and Kevan built Bonfire around what they wished existed Recalls their past experiences Kevan's path from running a publication (later sold to Vox) to Buffer and then Oyster Shannon's shared time with him at Oyster Mentions their recent milestone – Bonfire's first live retreat in France 13 participants, including them Held in a rented castle For a two-year-old business, he calls it ambitious and impressive Asks: "How did it go? What did people get out of it?" Shannon on the retreat Laughs that they're still processing what it was They had a vibe in mind – but not a fixed structure One participant described it as "a wellness retreat for marketers" Not wrong – but also not quite right Attendees came from tech and non-tech backgrounds The focus: exploring people's most meaningful relationship to work Who you are when you're not at your desk How to bring that awareness back to real life — beyond castles and catered meals People came at it from different angles Some felt misaligned with their work Others were looking for something new Everyone was at a crossroads in their career Kevan on the space they built The retreat encouraged radical honesty People shared things like: "I have this job because I crave approval." "I care about money as a status symbol." "I hate what I do, but I don't know what else I'd be good at." They didn't force vulnerability, but wanted to make it safe if people chose it They thought deeply about values – what needed to be true for that kind of trust Personally, Kevan says the experience shifted his identity From "marketer" to something else – maybe "producer," maybe "creator" The retreat made him realize how many paths are possible "Now I just want to do more of this." Robin notes there are "so many threads to pull on" Brings up family business and partnerships Shares his own experience growing up in his dad's small business Talks about lessons from Robin's Cafe and the challenges of partnerships Says he's fascinated by co-founder dynamics – both powerful and tricky Asks how Shannon and Kevan's working relationship works What it was like at Oyster Why they decided to start Bonfire together And how it's evolved after the retreat Kevan on their beginnings He hired Shannon at Oyster – she was Editorial Director, he was SVP of Marketing Worked together for about a year and a half Knew early on that something clicked Shared values Similar worldview Trusted each other When Oyster ended, partnering up felt natural – "Let's figure out what's next, together." Robin observes their groundedness Says they both seem stable and mature, which likely helps the partnership Jokes about his own chaos running Robin's Café – late nights, leftover wine, cold quinoa Asks Shannon directly: "Do you still follow Kevan's lead?" Shannon's laughs and agrees they're both very regulated people But adds that it comes from learned coping mechanisms Says they've both developed pro-social ways to handle stress People-pleasing Overachievement Perfectionism Intellectualizing feelings instead of expressing them "Those are coping mechanisms too," she notes, "but at least they keep us calm when we talk." Building Trust and Partnership (14:54–23:15) Shannon says both she and Kevan have done deep personal work. Therapy, reflection, and self-inquiry are part of their toolkit. That helps them handle a relationship that's both intimate and challenging. They know their own baggage. They try not to take the other person's reactions personally. It doesn't always work—but they trust they'll work through conflict. When they started Bonfire: They agreed the business world is unpredictable. So they made a pinky swear: Friends first, business second. The friendship is the real priority. When conflict comes up, they ask: "Is this really life or death—or are we just forgetting what matters?" Shannon goes back to the question and clarifies  Says they lead in different ways. Each has their "zone of genius." They depend on each other's strengths. It's not leader and follower – it's mutual reliance. Shannon explains: Kevan's great at momentum: He moves things forward and ships projects fast. Shannon tends to be more perfectionist: Wants things to be fully formed before releasing. Kevan adds they talk often about "rally and rest." Kevan rallies, he thrives on pressure and urgency. Shannon rests, she values slowing down and reflection. Together, that creates a healthy rhythm.  Robin notes lingering habits Wonders if any "hangovers" from their Oyster days remain. Kevan reflects  At first, he hesitated to show weakness. Coming from a manager role, vulnerability felt risky. Shannon quickly saw through it. He realized openness was essential, not optional. Says their friendship and business both rely on honesty. Robin agrees and says he wouldn't discourage co-founders—it's just a big decision. Like choosing a spouse, it shapes your life for years. Notes he's never met with one of them without the other. "That says something," he adds. Their partnership clearly works—even if it takes twice the time. Rethinking Marketing (23:19) Kevan's light moment: Asks if Robin's comment about their teamwork was feedback for them. Robin's observation  Notes how in sync Shannon and Kevan are. Emails one, gets a reply CC'd with the other. Says the tempo of Bonfire feels like their collaboration itself. Wonders what that rhythm feels like internally. Kevan's response  Says it's partly intentional, partly habit. They genuinely enjoy working together. Adds they don't chase traditional agency milestones. No interest in Ad Age lists or Cannes awards. Their goal: have fun and make meaningful work. Robin pivots to the state of marketing (24:04) Mentions the shift from Madison Avenue's glory days to today's tech-driven world. Refers to Mad Men and the "growth at all costs" startup era. Notes how AI and tech are changing how people see their role in work and life. Kevan's background  Came from startups, not agencies. Learned through doing, not an MBA. Immersed in books like Hypergrowth and Traction. Took Reforge courses—knows the mechanics of scaling. Before that, worked as a journalist. Gained curiosity and calm under pressure, but also urgency. Admits startup life taught him both good and bad habits. Robin notes  Neither lives the Madison Avenue life. Kevan's in Boise. Shannon's in France. Shannon's background Started in theater – behind the scenes as a dramaturg and producer. Learned how

    59 min
  6. The Human Cost of AI: A Debate with Miki Johnson

    10/19/2025

    The Human Cost of AI: A Debate with Miki Johnson

    Welcome back to Snafu with Robin Zander. In this episode, I'm joined by Miki Johnson – coach, facilitator, and co-founder of Job Portraits, a creative studio that helped companies tell honest stories about their work and culture. Today, Miki leads Leading By Example, where she supports leaders and teams through moments of change – whether that's a career shift, new parenthood, or redefining purpose. We talk about how to navigate transition with awareness, why enjoying change takes practice, and what it means to lead with authenticity in uncertain times. Miki shares lessons from a decade of coaching and storytelling – from building human-centered workplaces to bringing more body and emotion into leadership. We also explore creativity in the age of AI, and how technology can either deepen or disconnect us from what makes us human. And if you're interested in these kinds of conversations, we'll be diving even deeper into the intersection of leadership, creativity, and AI at Responsive Conference 2026. If you're interested, get your tickets here! https://www.responsiveconference.com/  __________________________________________________________________________________________ 00:00 Start 01:20 Miki's Background and Reservations about AI Miki hasn't used AI and has "very serious reservations." She's not anti-AI – just cautious and curious. Her mindset is about "holding paradox", believing two opposing things can both be true. Her background shapes that approach. She started as a journalist, later ran her own businesses, and now works as a leadership coach. Early in her career, she watched digital technology upend media and photography – industries "blown apart" by change. When she joined a 2008 startup building editable websites for photographers, it was exciting but also unsettling. She saw innovation create progress and loss at the same time. Now in her 40s with two sons, her focus has shifted. She worries less about the tools and more about what they do to people's attention, empathy, and connection – and even democracy. Her concern is how to raise kids and stay human in a distracted world. Robin shares her concerns but takes a different approach. He notes that change now happens "day to day," not decade to decade. He looks at technology through systems, questioning whether pre-internet institutions can survive. "Maybe the Constitution was revolutionary," he says, "but it's out of date for the world we live in." He calls himself a "relentless optimist," believing in democracy and adaptability, but aware both could fail without reform. Both worry deeply about what technology is doing to kids. Robin cites The Anxious Generation by Jonathan Haidt and says, "I don't believe social media is good for children." He and his fiancée plan to limit their kids' screen time, just as Miki already does. They see it as a responsibility: raising grounded kids in a digital world. Robin sees AI as even more transformative – and risky – than anything before. "If social media is bigger than the printing press," he says, "AI is bigger than the wheel." He's amazed by its potential but uneasy about who controls it. He doubts people like Sam Altman act in the public's best interest. His concern isn't about rejecting AI but about questioning who holds power over it. Their difference lies in how they handle uncertainty. Miki's instinct is restraint and reflection – question first, act later, protect empathy and connection. Robin's instinct is engagement with vigilance – learn, adapt, and reform systems rather than retreat. Miki focuses on the human and emotional. Robin focuses on the structural and systemic. Both agree technology is moving faster than people can process or regulate. Miki uses curiosity to slow down and stay human. Robin uses curiosity to move forward and adapt. Together, they represent two sides of the same challenge: protecting what's most human while building what's next. 10:05 Navigating the Tech Landscape Miki starts by describing how her perspective has been shaped by living in two very different worlds. She spent over a decade in the Bay Area, surrounded by tech and startups. She later moved back to her small hometown of Athens, Ohio—a progressive college town surrounded by more rural areas. She calls it "a very small Austin", a blue dot in a red state. She loves it there and feels lucky to have returned home. Robin interrupts briefly to highlight her background. He reminds listeners that Miki and her husband, Jackson, co-founded an employer branding agency called Job Portraits in 2014, the same year they got married. Over eight years, they grew it to around 15 full-time employees and 20 steady contractors. They worked with major startups like DoorDash, Instacart, and Eventbrite when those companies were still small—under 200 employees. Before that, they had started another venture in Chicago during Uber's early expansion beyond San Francisco. Their co-working space was right next to Uber's local team setting up drivers, giving them a front-row seat to the tech boom. Robin points out that Miki isn't coming at this topic as a "layperson." She deeply understands technology, startups, and how they affect people. Miki continues, explaining how that background informs how she sees AI adoption today. Her Bay Area friends are all-in on AI. Many have used it since its earliest days—because it's part of their jobs, or because they're building it themselves. Others are executives leading companies developing AI tools. She's been watching it unfold closely for years, even if she hasn't used it herself. From her position outside the tech bubble now, she can see two clear camps: Those immersed in AI, excited and moving fast. And those outside that world—more cautious, questioning what it means for real people and communities. Living between those worlds—the fast-paced tech culture and her slower, more grounded hometown—gives her a unique vantage point. She's connected enough to understand the innovation but distant enough to see its costs and consequences. 16:39 The Cost of AI Adoption Miki points out how strange it feels to people in tech that she hasn't used AI. In her Bay Area circles, the idea is almost unthinkable. Miki understands why it's shocking. It's mostly circumstance—her coaching work doesn't require AI. Unlike consultants who "all tell leaders how to use AI," her work is based on real conversations, not digital tools. Her husband, Jackson, also works at a "zero-technology" K–12 school he helped create, so they both exist in rare, tech-free spaces. She admits that's partly luck, not moral superiority, just "tiny pockets of the economy" where avoiding AI is still possible. Robin responds with his own story about adopting new tools. He recalls running Robin's Café from 2016 to 2019, when most restaurants still used paper timesheets. He connected with two young founders who digitized timesheets, turning a simple idea into a company that later sold to a global conglomerate. By the time he sold his café, those founders had retired in their 20s. "I could still run a restaurant on paper," he says, "but why would I, if digital is faster and easier?" He draws a parallel between tools over time—handwriting, typing, dictation. Each serves a purpose, but he still thinks best when writing by hand, then typing, then dictating. The point: progress adds options, not replacements. Miki distills his point: if a tool makes life easier, why not use it? Robin agrees, and uses his own writing practice as an example. He writes a 1,000-word weekly newsletter called Snafu. Every word is his, but he uses AI as an editor—to polish, not to create. He says, "I like how I think more clearly when I write regularly." For him, writing is both communication and cognition—AI just helps him iterate faster. It's like having an instant editor instead of waiting a week for human feedback. He reminds his AI tools, "Don't write for me. Just help me think and improve." When Miki asks why he's never had an editor, he explains that he has—but editors are expensive and slow. AI gives quick, affordable feedback when a human editor isn't available. Miki listens and reflects on the trade-offs. "These are the cost-benefit decisions we all make," she says—small, constant choices about convenience and control. What unsettles her is how fast AI pushes that balance. She sees it as part of a long arc—from the printing press to now—but AI feels like an acceleration. It's "such a powerful technology moving so fast" that it's blowing the cover off how society adapts to change. Robin agrees: "It's just the latest version of the same story, since writing on cave walls." 20:10 The Future of Human-AI Relationships Miki talks about the logical traps we've all started accepting over time. One of the biggest, she says, is believing that if something is cheaper, faster, or easier – it's automatically better. She pushes further: just because something is more efficient doesn't mean it's better than work. There are things you gain from working with humans that no machine can replicate, no matter how cheap or convenient it becomes. But we rarely stop to consider the real cost of trading that away. Miki says the reason we overlook those costs is capitalism. She's quick to clarify – she's not one of those people calling late-stage capitalism pure evil. Robin chimes in: "It's the best of a bunch of bad systems." Miki agrees, but says capitalism still pushes a dangerous idea: It wants humans to behave like machines—predictable, tireless, cheap, and

    57 min
  7. 09/21/2025

    The Art of Telling Stories with Bobby Podesta

    Welcome back to Snafu with Robin Zander. In this episode, I'm talking with Bobby Podesta, longtime Pixar animator and storyteller. We dig into why storytelling and art matter, and why finding your own voice is more important than copying anyone else. Bobby opens up about his journey as an artist, the imposter syndrome he's faced, and how he learned to create art in a style that's truly his. We talk about how he turned a written novel into a graphic novel, translating dialogue and descriptions into illustrations along the way. He shares lessons from his college design teacher about noticing the art all around us—not just in museums or galleries. We also explore how design and storytelling balance function and emotion, in ways you might not even realize in everyday life. Bobby's story shows that creativity isn't about perfection – it's about showing up and being authentic. He gives a fresh perspective on how storytelling shapes the way we see the world and connect with others. This episode is full of insights for anyone who cares about art, design, and telling stories that matter. 00:00 Start 03:13 The Importance of Human Connection in Storytelling Bobby on storytelling Background: 30 years in film, always thinking about story structure. Drama is about "what you're both keeping back and what you're waiting to surprise your audience with." Steve Jobs anecdote Jobs builds suspense with "one more thing." On stage, he asks: "Has anyone ever wondered what this small pocket is for?" (the tiny jeans pocket). Instead of something expected like a coin, he pulls out "the world's smallest iPod and people flip out." Why it works: audience knows the pocket's size → no need to explain iPod's dimensions. Structure: setup → familiar norm → question → twist → payoff. Bobby's takeaway: "That's really good storytelling, man. It's really good storytelling." "People call him a salesperson. Like he's a great salesman. He's a great storyteller. If you can tell a good story, you're pulling people in. That's the key." Robin on storytelling & AI His work is making commercials and mini-docs for startups. Says video itself doesn't matter as much as impact: "What I care about is changing human behavior and changing human emotion." Believes the value of human storytelling is timeless: "The value of sitting at Homer's feet and listening to him recite the Iliad is never going to go away." Bobby on storytelling & art Storytelling = fundamental way to convey and connect. Sees it like art: "Art is a way to express your opinion and how you process the world around you in a manner that hopefully other people can experience and relate to." Calls art his "oldest friend, who I've probably treated the worst… neglected, starved, and then expect it to show up and perform." Believes everyone can create: "Art is not a zero-sum game… art is ultimately subjective because art is an opinion about how you see the world." Goal of art/storytelling: help others "find some relationship to the world around them through it." 06:01 Art as a Form of Expression Robin's setup Grew up between an artist mother and entrepreneur father – "perfect intersection" of art + business. Distinguishes museum art ("old, on walls") from art that's "around us all the time." Points out modern communicators (Musk, Trump) as powerful storytellers/branders – even if you disagree with the content, "that is great art in the form of good communication." Asks: why do we separate "high" art (Iliad, museums) from everyday, cultural storytelling (Pixar, branding)? Art is everywhere Bobby uses the car-buying analogy to explain awareness: "You're looking for a midsize pickup and suddenly you see them everywhere. They didn't just appear. You're just paying attention." Art works the same way – once you start noticing, you realize it's all around you. Lesson from a design teacher: "If it wasn't dug up or grown, it's designed." Everything man-made carries intention – and therefore, art. Pushes back on the museum-only view of art: "Saying art is only in museums is like saying there are only cars at dealerships. There are cars everywhere. There's art everywhere." Examples of art woven into daily life: Clothing, headphones, glasses Desks, chairs, pottery, textiles Buildings, skylines, sidewalk prints Freeway dividers, lamps Even tools: "Go get a hammer. The handle's probably painted a color. It may be a penny's worth of art, but it's art, man." Definition of art: "All these things are working with that balance between functionality and making you feel something." Even branding choices – a color, a shape – are designed to evoke feeling. Perspective shift: Once you adjust your lens, "there's a lot of art out there. It's really, really amazing." 12:04 The Relationship Between Artist and Art Bobby compares practice to a relationship: "It's like the people that love you the most, sometimes you treat the worst." Practice is like a loyal friend or character always waiting: Wants to be fed, but often ignored. Always ready to show up again. "It's like that little character that shows up and is always there to help you out." Robin asks if practice is a character on his shoulder. Bobby: "It probably is… but I love it. If there's a napkin, I'll doodle." Art as a shared childhood language: Everyone starts out drawing: "Have you ever met an adult who didn't draw as a kid? Everyone says yes." Drawing is how children interpret the world. Family encouragement made "the artist" part of his identity. Becoming a writer: Took a UC Berkeley Extension class called "Finishing the Novel." Professor's advice: "You're all taking classes. None of you are professionals. Go form a writers' group." Writers' group provided accountability → led to a first draft. Draft → literary agent → graphic novel → published book. "Flash forward all these years later and I have a book that comes out… I guess I'm an author." Lessons on growth and identity: Identity comes from practice and persistence, not instant recognition. Progress isn't linear: "The road is not a straight line." Common trap: believing "I should have been there already." Bobby reframes time: "You can often have what you want, or you can have something when you want it. But you can rarely have what you want when you want it." Letting go of rigid timelines gives a better chance of arriving. 18:01 The Process of Creating a Graphic Novel Robin asks why this story, why now, and why as a debut novel. Bobby admits he had played with different story ideas before. Thought to himself: "If I only have one chance to do this, what story do I want to tell?" Origin spark: a daydream while driving. "What if an animal just jumped out in front of me?" What if it leapt into the air and flew away? "What if that animal was a reindeer?" Question: what would a reindeer be doing here? That "what if" became the seed of the story. Bobby folded parts of himself into the idea. Loves holiday stories and movies → wanted to write one. Describes storytelling as crafting from a "pantry of experiences." Not autobiography or documentary, but infused with pieces of his life. Details of the novel: Protagonist is an 11-year-old girl in 1955 Colorado. Bobby: "I was neither alive in 1955, nor have I ever been an 11-year-old girl, nor have I found a flying reindeer — spoiler alert." Still, fragments of his own experiences and emotions shape the narrative. Goal as an author: To blend reality with imagination. To create something unique, fresh, and able to stand on its own. 20:58 Visual Storytelling vs. Written Storytelling Robin asks about storytelling: what's similar between Steve Jobs' two-minute iPod reveal and a 350-page graphic novel? Bobby: scale is different, but fundamentals are the same. Both are about introducing an idea, building drama, and pulling the audience in. Events and books both follow arcs: setup → build → climax → resolution. "He doesn't start the event with that, he ends the event with that. That's the climax." Storytelling has shape across mediums: Characters introduced → audience grows to care → surprises and turns → payoffs. Example: Steve Jobs' coin pocket reveal → set up, then payoff. In a book, the payoff may come 100 pages later instead of 30 seconds. Analogy: whether you play 30 seconds of a song or an hour-long concert, you're still using the same fundamentals of music. Robin shifts to Bobby's background as a visual storyteller. As an animator of 30 years, Bobby is comfortable with visual stories, while Robin is more comfortable with written ones. Robin compares Bobby's graphic novel to The Bone Compendium (which he revisits often) and contrasts with Heinlein novels he might attempt. Robin: making comics doesn't have to be like "my mother's artwork she slaved over for years." It can be like newspaper comics compiled into story. Asks Bobby for advice on where to begin if he wanted to try sketching a visual story. Bobby's advice: Many people don't think visual storytelling is possible for them. Shares personal story: On his first post-college date with his wife (now 25 years married), he said he wanted to write a book. It took him 25 years to actually write one. Never thought of doing a graphic novel because his drawing style didn't look like Marvel or X-Men. Even as a professional artist, felt imposter syndrome Realization: it's not about imitating Spider-Man — it's about drawing in your own style. Art is your opinion expressed visually. Stick figures can work if they serve

    52 min
5
out of 5
15 Ratings

About

Welcome to Snafu, a podcast about sales, persuasion, and work. Amidst all the change going on in the world today, "durable" skills are often the most resilient. Snafu is a podcast for entrepreneurs, freelancers, and ambitious professionals who need to sell – but aren't quite comfortable yet. Robin Zander has spent more than 20 years tackling things he doesn't know how to do. From starting a restaurant in three weeks without any prior restaurant experience to performing as a self-taught acrobat with the San Francisco Opera, Robin has built his life and career around learning new things. But growth isn't all upside. Trying new things comes with lots of failures. On Snafu, Robin sits down with authors and entrepreneurs to talk about a more human approach to sales, persuasion, and work.