This Time It Landed

Michael Liebowitz | Brand Managers
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Your message is the difference between getting a yes or a no. Between strong interest or blank stares. This show is about finding the words that move the needle. This Time, It Landed is where business owners step into the hot seat to work through a messaging issue they just can’t crack. Each episode, messaging and positioning expert Michael Liebowitz draws on his background in linguistics and neuroscience to help a guest uncover why their message isn’t landing and what it’s really going to take to make it connect. If you’re a founder, consultant, or service provider trying to turn your value into words that work, this is your front-row seat to real-time breakthroughs.

  1. 1D AGO · VIDEO

    Making the Impossible Understandable: Messaging Deep Science That Actually Lands (VIDEO)

    In this episode of This Time, It Landed, Michael Liebowitz sits down with Aldo Pourchet, co-founder of Omios Biologics, to tackle one of the hardest challenges in science-backed startups: how do you communicate deeply complex innovation in a way investors actually understand? Aldo walks us through why many current cancer therapies fail, how cancer adapts faster than single-mode treatments, and why viral-based therapies offer a fundamentally different approach. Together, Michael and Aldo work live to translate cutting-edge oncology science into clear, compelling messaging — without dumbing it down.   Guest Introduction: Aldo Pourchet is the co-founder of Omios Biologics, a biotechnology company developing next-generation oncolytic viral therapies designed to match the complexity and adaptability of cancer itself. With a background rooted in molecular biology and translational science, Aldo focuses on turning decades of fundamental research into therapies that overcome resistance, toxicity, and the limitations of single-target cancer treatments.   Key Takeaways: Cancer adapts rapidly — therapies that rely on a single static target inevitably fail. Complexity in the solution doesn’t mean complexity in the message. Oncolytic viral therapies work by exploiting what cancer cells lack, not what they express. Effective messaging starts with what the audience needs to understand, not what the scientist wants to explain. Investors don’t need all the science — they need the logic of why it works. Metaphors are not simplifications; they are precision tools for understanding.   Chapter Markers: 0:00 Welcome to This Time, It Landed 0:48 Show intro and framing the messaging challenge 1:18 Introducing Aldo Pourchet and Omios Biologics 2:10 Why cancer therapy is inherently complex 3:12 Why current therapies rely on fragile assumptions 4:30 Toxicity, resistance, and the limits of single-mode treatments 6:05 Using analogies to explain cancer behavior 8:30 Why viruses naturally target cancer cells 11:00 What makes oncolytic viral therapies different 13:45 Engineering selectivity instead of attenuation 16:30 Matching therapy adaptability to cancer adaptability 18:10 The “changing shapes” metaphor that lands 21:00 Pre-framing investor objections 24:00 Why efficacy must come before safety in messaging 27:45 Translating science into investor-ready language 31:00 Where Omios is in its development journey 34:30 What still needs to be done to reach clinical impact   Keywords: This Time, It Landed podcast, Michael Liebowitz, Aldo Pourchet, Omios Biologics, cancer therapy innovation, oncolytic viruses, biotech messaging, life sciences communication, startup storytelling, venture capital biotech, scientific messaging, oncology innovation, complex product messaging

    1h 1m

  2. 1D AGO

    Making the Impossible Understandable: Messaging Deep Science That Actually Lands (AUDIO)

    In this episode of This Time, It Landed, Michael Liebowitz sits down with Aldo Pourchet, co-founder of Omios Biologics, to tackle one of the hardest challenges in science-backed startups: how do you communicate deeply complex innovation in a way investors actually understand? Aldo walks us through why many current cancer therapies fail, how cancer adapts faster than single-mode treatments, and why viral-based therapies offer a fundamentally different approach. Together, Michael and Aldo work live to translate cutting-edge oncology science into clear, compelling messaging — without dumbing it down.   Guest Introduction: Aldo Pourchet is the co-founder of Omios Biologics, a biotechnology company developing next-generation oncolytic viral therapies designed to match the complexity and adaptability of cancer itself. With a background rooted in molecular biology and translational science, Aldo focuses on turning decades of fundamental research into therapies that overcome resistance, toxicity, and the limitations of single-target cancer treatments.   Key Takeaways: Cancer adapts rapidly — therapies that rely on a single static target inevitably fail. Complexity in the solution doesn’t mean complexity in the message. Oncolytic viral therapies work by exploiting what cancer cells lack, not what they express. Effective messaging starts with what the audience needs to understand, not what the scientist wants to explain. Investors don’t need all the science — they need the logic of why it works. Metaphors are not simplifications; they are precision tools for understanding.   Chapter Markers: 0:00 Welcome to This Time, It Landed 0:48 Show intro and framing the messaging challenge 1:18 Introducing Aldo Pourchet and Omios Biologics 2:10 Why cancer therapy is inherently complex 3:12 Why current therapies rely on fragile assumptions 4:30 Toxicity, resistance, and the limits of single-mode treatments 6:05 Using analogies to explain cancer behavior 8:30 Why viruses naturally target cancer cells 11:00 What makes oncolytic viral therapies different 13:45 Engineering selectivity instead of attenuation 16:30 Matching therapy adaptability to cancer adaptability 18:10 The “changing shapes” metaphor that lands 21:00 Pre-framing investor objections 24:00 Why efficacy must come before safety in messaging 27:45 Translating science into investor-ready language 31:00 Where Omios is in its development journey 34:30 What still needs to be done to reach clinical impact   Keywords: This Time, It Landed podcast, Michael Liebowitz, Aldo Pourchet, Omios Biologics, cancer therapy innovation, oncolytic viruses, biotech messaging, life sciences communication, startup storytelling, venture capital biotech, scientific messaging, oncology innovation, complex product messaging

    1h 1m

  3. 1D AGO · VIDEO

    Why Your Customer Data Is Lying to You (and What to Do About It) (VIDEO)

    If you’ve ever tried to get real insight from niche or senior audiences, you already know the truth: humans say one thing, do another, and sometimes don’t respond at all. In this episode, I sit down with Jeremy Greenberg, founder of CrowdWave AI, to unpack why traditional research methods are breaking down — and how simulated sentiment is helping leaders finally get high-fidelity signals fast enough to matter.   Guest Introduction: Jeremy Greenberg is the founder of CrowdWave AI, a research innovation company combining data, AI, and human expertise to simulate sentiment from hard-to-reach audiences. Before launching CrowdWave, Jeremy led research and analytics at DraftKings and spent more than a decade running Avenue Group, a primary research firm supporting private equity diligence. His work focuses on uncovering what customers really think — beyond what they say in a survey — to help leaders make more confident, data-backed decisions.   Key Takeaways: The problem isn’t research — it’s access. AI isn’t replacing human research — it’s unlocking missing layers. CEOs aren’t resistant to insight — they’re overwhelmed by the friction. Trust is built through shared beliefs, not time. Speed to function is becoming the new competitive advantage.   Chapter Markers: 00:00 – Why research with niche audiences breaks down 00:31 – Welcome to This Time, It Landed 01:18 – Introducing Jeremy Greenberg of CrowdWave AI 01:43 – How CrowdWave uses AI, data & human expertise 02:18 – Attracting the wrong-fit client 03:40 – The communication friction at the C-suite level 04:50 – Why Jeremy built CrowdWave 06:17 – What AI can reveal that surveys can’t 07:57 – The behavior layer that research often misses 09:45 – Human bias vs AI simulation 11:40 – Why niche audiences are so hard to reach 13:20 – Reducing internal echo chambers 14:54 – What AI adds beyond traditional research 16:20 – Speed vs accuracy: what really matters 18:03 – Finding the belief system behind the business 19:22 – Why organizations avoid research 20:56 – The trust layer in decision-making 23:13 – The real challenge: finding the right people 25:14 – The fidelity problem in customer data 26:25 – Jeremy’s concerns about “replacing humans”   Keywords: CrowdWave AI, simulated sentiment, customer research, market research innovation, B2B insights, AI-assisted research, executive decision-making, niche audiences, behavioral prediction, messaging clarity, Michael Liebowitz, This Time It Landed podcast, neuroscience and messaging, product testing, brand positioning, customer sentiment analysis.

    44 min

  4. 1D AGO

    Why Your Customer Data Is Lying to You (and What to Do About It) (AUDIO)

    If you’ve ever tried to get real insight from niche or senior audiences, you already know the truth: humans say one thing, do another, and sometimes don’t respond at all. In this episode, I sit down with Jeremy Greenberg, founder of CrowdWave AI, to unpack why traditional research methods are breaking down — and how simulated sentiment is helping leaders finally get high-fidelity signals fast enough to matter.   Guest Introduction: Jeremy Greenberg is the founder of CrowdWave AI, a research innovation company combining data, AI, and human expertise to simulate sentiment from hard-to-reach audiences. Before launching CrowdWave, Jeremy led research and analytics at DraftKings and spent more than a decade running Avenue Group, a primary research firm supporting private equity diligence. His work focuses on uncovering what customers really think — beyond what they say in a survey — to help leaders make more confident, data-backed decisions.   Key Takeaways: The problem isn’t research — it’s access. AI isn’t replacing human research — it’s unlocking missing layers. CEOs aren’t resistant to insight — they’re overwhelmed by the friction. Trust is built through shared beliefs, not time. Speed to function is becoming the new competitive advantage.   Chapter Markers: 00:00 – Why research with niche audiences breaks down 00:31 – Welcome to This Time, It Landed 01:18 – Introducing Jeremy Greenberg of CrowdWave AI 01:43 – How CrowdWave uses AI, data & human expertise 02:18 – Attracting the wrong-fit client 03:40 – The communication friction at the C-suite level 04:50 – Why Jeremy built CrowdWave 06:17 – What AI can reveal that surveys can’t 07:57 – The behavior layer that research often misses 09:45 – Human bias vs AI simulation 11:40 – Why niche audiences are so hard to reach 13:20 – Reducing internal echo chambers 14:54 – What AI adds beyond traditional research 16:20 – Speed vs accuracy: what really matters 18:03 – Finding the belief system behind the business 19:22 – Why organizations avoid research 20:56 – The trust layer in decision-making 23:13 – The real challenge: finding the right people 25:14 – The fidelity problem in customer data 26:25 – Jeremy’s concerns about “replacing humans”   Keywords: CrowdWave AI, simulated sentiment, customer research, market research innovation, B2B insights, AI-assisted research, executive decision-making, niche audiences, behavioral prediction, messaging clarity, Michael Liebowitz, This Time It Landed podcast, neuroscience and messaging, product testing, brand positioning, customer sentiment analysis.

    44 min

  5. 1D AGO · VIDEO

    Meaningful Science, Real Problems (VIDEO)

    In this episode of This Time, It Landed, host Micah Lebowitz works with Zack Abbott, microbiologist and Founder/CEO of ZBiotics, to clarify the deeper narrative behind the company’s breakthrough products. Together they explore the idea of bacteria as elegant, underutilized machines capable of solving modern problems—from alcohol byproducts to fiber gaps caused by modern diets. Through neuroscience-backed messaging work, Micah helps Zack articulate a powerful reframing: ZBiotics products don’t just “help”—they provide meaningful, incremental building blocks that counteract the challenges of modern living.   Guest Introduction: Zack Abbott, PhD, is the Co-Founder and CEO of ZBiotics, a company pioneering genetically engineered probiotics that solve modern health challenges with precision. With a background in microbiology and a passion for elegant, science-driven solutions, Zack builds products that align with real human behavior—delivering meaningful benefits through beautifully engineered bacteria that help our bodies tackle the problems evolution hasn’t caught up to yet.   Key Takeaways: ZBiotics’ core philosophy: bacteria are elegant machines, underutilized and capable of solving modern biological problems. Messaging must meet people where they are—reframing genetic engineering through accessible metaphors like cultivation and agriculture. The new “Sugar to Fiber” product represents incremental benefit, not radical change—aligned with real behavior instead of idealized behavior. Modern life creates novel challenges for our bodies; ZBiotics aims to supply the missing “building blocks” to help solve them. The strongest brand narrative focuses on problem solving, meaningful benefit, and aligning with the customer’s lived experience. Effective positioning comes from identifying the meta-frame that ties diverse benefits together.   Chapter Markers: 0:00 Intro — Welcome to This Time, It Landed 0:45 Introducing Zack & ZBiotics 1:30 What ZBiotics Does & Why It Matters 2:00 Zack’s Personal Motivation and Scientific Curiosity 4:10 “Elegant Sophistication” — What That Means to Zack 5:20 Cultivation as a Metaphor for Engineered Probiotics 10:00 Evolution vs. Modern Lifestyle 12:30 Why Fiber Matters & What It Enables 15:00 Behavioral Alignment vs. Behavior Change 18:00 Positioning Fiber Through Building Blocks of Health 20:00 Counteracting Modern Living 22:00 The “More” Frame vs. Restriction 24:00 What Customers Really Want (and Don’t Understand Yet) 26:00 Linking Fiber to Meaningful Outcomes 28:00 Meta-Framing: Connecting All the Benefits 35:00 Revisiting the Core Brand Belief 39:00 Building Blocks, Modern Problems & Brand Positioning 45:00 Final Synthesis & Messaging Direction 49:00 Closing Reflections   Keywords: This Time It Landed, Micah Lebowitz, Zack Abbott, ZBiotics, messaging clarity, genetic engineering messaging, probiotics, microbiome, building blocks of health, incremental benefit, modern health challenges, neuroscience communication, founder messaging, product positioning, sugar to fiber

    52 min

  6. 1D AGO

    Meaningful Science, Real Problems (AUDIO)

    In this episode of This Time, It Landed, host Micah Lebowitz works with Zack Abbott, microbiologist and Founder/CEO of ZBiotics, to clarify the deeper narrative behind the company’s breakthrough products. Together they explore the idea of bacteria as elegant, underutilized machines capable of solving modern problems—from alcohol byproducts to fiber gaps caused by modern diets. Through neuroscience-backed messaging work, Micah helps Zack articulate a powerful reframing: ZBiotics products don’t just “help”—they provide meaningful, incremental building blocks that counteract the challenges of modern living.   Guest Introduction: Zack Abbott, PhD, is the Co-Founder and CEO of ZBiotics, a company pioneering genetically engineered probiotics that solve modern health challenges with precision. With a background in microbiology and a passion for elegant, science-driven solutions, Zack builds products that align with real human behavior—delivering meaningful benefits through beautifully engineered bacteria that help our bodies tackle the problems evolution hasn’t caught up to yet.   Key Takeaways: ZBiotics’ core philosophy: bacteria are elegant machines, underutilized and capable of solving modern biological problems. Messaging must meet people where they are—reframing genetic engineering through accessible metaphors like cultivation and agriculture. The new “Sugar to Fiber” product represents incremental benefit, not radical change—aligned with real behavior instead of idealized behavior. Modern life creates novel challenges for our bodies; ZBiotics aims to supply the missing “building blocks” to help solve them. The strongest brand narrative focuses on problem solving, meaningful benefit, and aligning with the customer’s lived experience. Effective positioning comes from identifying the meta-frame that ties diverse benefits together.   Chapter Markers: 0:00 Intro — Welcome to This Time, It Landed 0:45 Introducing Zack & ZBiotics 1:30 What ZBiotics Does & Why It Matters 2:00 Zack’s Personal Motivation and Scientific Curiosity 4:10 “Elegant Sophistication” — What That Means to Zack 5:20 Cultivation as a Metaphor for Engineered Probiotics 10:00 Evolution vs. Modern Lifestyle 12:30 Why Fiber Matters & What It Enables 15:00 Behavioral Alignment vs. Behavior Change 18:00 Positioning Fiber Through Building Blocks of Health 20:00 Counteracting Modern Living 22:00 The “More” Frame vs. Restriction 24:00 What Customers Really Want (and Don’t Understand Yet) 26:00 Linking Fiber to Meaningful Outcomes 28:00 Meta-Framing: Connecting All the Benefits 35:00 Revisiting the Core Brand Belief 39:00 Building Blocks, Modern Problems & Brand Positioning 45:00 Final Synthesis & Messaging Direction 49:00 Closing Reflections   Keywords: This Time It Landed, Micah Lebowitz, Zack Abbott, ZBiotics, messaging clarity, genetic engineering messaging, probiotics, microbiome, building blocks of health, incremental benefit, modern health challenges, neuroscience communication, founder messaging, product positioning, sugar to fiber

    52 min

  7. 1D AGO · VIDEO

    Preserving Legacy Through AI Personas (VIDEO)

    In this episode of This Time, It Landed, host Michael Liebowitz sits down with Praveena Dhanalakota, founder of Supra AI, to explore a radical new concept in the world of artificial intelligence — the AI persona. Praveena shares how Supra AI helps people turn their expertise, values, and voice into living digital extensions of themselves — a way to preserve human knowledge and legacy for generations to come. From ethical data ownership to the idea of “human in the loop” AI, this conversation dives into how technology can humanize, not replace, intelligence.   Guest Introduction: Praveena Dhanalakota is the founder of Supra AI, a company creating AI personas that bridge the gap between human knowledge and machine intelligence. With a passion for legacy, learning, and ethics in technology, Praveena’s vision is to empower individuals to own, train, and preserve their digital selves — ensuring that human creativity remains at the core of the AI revolution.   Key Takeaways: AI personas are not digital twins — they’re digital reflections of human personality, continuously shaped by experience and learning. Supra AI empowers users to own and train their data, ensuring their AI remains ethical, authentic, and human-guided. Legacy and mentorship can live beyond lifetimes when expertise is captured dynamically through AI personas. The future of AI isn’t just automation — it’s human preservation through digital intelligence. True creativity requires a “human in the loop,” keeping AI grounded in empathy, emotion, and ethics.   Chapter Markers: 0:00 Intro 1:00 Guest Introduction – Praveena Dhanalakota of Supra AI 3:00 Defining AI Personas vs. Digital Twins 6:00 The Challenge of Building a New Category in AI 10:00 Data Ownership and Ethics in the AI Era 13:00 Preserving Human Creativity and Legacy 18:00 The Human in the Loop: Why AI Needs Us 22:00 Praveena’s Story – Legacy, Art, and Her Grandfather’s Influence 28:00 Turning Knowledge into Living, Learning Personas 34:00 How AI Personas Redefine Mentorship and Learning 42:00 Closing Thoughts – The Future of Humanized AI   Keywords: Michael Liebowitz, Praveena Dhanalakota, Supra AI, AI personas, digital twin, artificial intelligence, legacy, knowledge preservation, human in the loop, data ownership, AI ethics, AI and creativity, This Time It Landed, neuroscience communication

    1h 4m

  8. 1D AGO

    Preserving Legacy Through AI Personas (AUDIO)

    In this episode of This Time, It Landed, host Michael Liebowitz sits down with Praveena Dhanalakota, founder of Supra AI, to explore a radical new concept in the world of artificial intelligence — the AI persona. Praveena shares how Supra AI helps people turn their expertise, values, and voice into living digital extensions of themselves — a way to preserve human knowledge and legacy for generations to come. From ethical data ownership to the idea of “human in the loop” AI, this conversation dives into how technology can humanize, not replace, intelligence.   Guest Introduction: Praveena Dhanalakota is the founder of Supra AI, a company creating AI personas that bridge the gap between human knowledge and machine intelligence. With a passion for legacy, learning, and ethics in technology, Praveena’s vision is to empower individuals to own, train, and preserve their digital selves — ensuring that human creativity remains at the core of the AI revolution.   Key Takeaways: AI personas are not digital twins — they’re digital reflections of human personality, continuously shaped by experience and learning. Supra AI empowers users to own and train their data, ensuring their AI remains ethical, authentic, and human-guided. Legacy and mentorship can live beyond lifetimes when expertise is captured dynamically through AI personas. The future of AI isn’t just automation — it’s human preservation through digital intelligence. True creativity requires a “human in the loop,” keeping AI grounded in empathy, emotion, and ethics.   Chapter Markers: 0:00 Intro 1:00 Guest Introduction – Praveena Dhanalakota of Supra AI 3:00 Defining AI Personas vs. Digital Twins 6:00 The Challenge of Building a New Category in AI 10:00 Data Ownership and Ethics in the AI Era 13:00 Preserving Human Creativity and Legacy 18:00 The Human in the Loop: Why AI Needs Us 22:00 Praveena’s Story – Legacy, Art, and Her Grandfather’s Influence 28:00 Turning Knowledge into Living, Learning Personas 34:00 How AI Personas Redefine Mentorship and Learning 42:00 Closing Thoughts – The Future of Humanized AI   Keywords: Michael Liebowitz, Praveena Dhanalakota, Supra AI, AI personas, digital twin, artificial intelligence, legacy, knowledge preservation, human in the loop, data ownership, AI ethics, AI and creativity, This Time It Landed, neuroscience communication

    1h 4m
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About

Your message is the difference between getting a yes or a no. Between strong interest or blank stares. This show is about finding the words that move the needle. This Time, It Landed is where business owners step into the hot seat to work through a messaging issue they just can’t crack. Each episode, messaging and positioning expert Michael Liebowitz draws on his background in linguistics and neuroscience to help a guest uncover why their message isn’t landing and what it’s really going to take to make it connect. If you’re a founder, consultant, or service provider trying to turn your value into words that work, this is your front-row seat to real-time breakthroughs.

Information

  • Creator
    Michael Liebowitz | Brand Managers
  • Years Active
    2025 - 2026
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © Copyright 2025 All rights reserved.
  • Show Website
    This Time It Landed