Transformed With Data

Graeme Crawford
  • 5.0 (3)
  • BUSINESS

This channel makes data simple. I break down how data shapes the decisions we make every day in business, in society, and in life. From why numbers don’t always tell the full story, to how small changes in data can have big impacts, you’ll learn to see data not as something abstract, but as a practical tool for better choices. Join former Fortune 100 data leader and CEO of Crawford McMillan, Graeme Crawford, to cut through the noise, show you how data really works, and share what he has learned learned helping organizations big and small turn confusing data into clear strategy. If you want to think smarter with data but without the jargon, you’re in the right place.

  1. How To Stop Wasting Six Figures On Hires Who Look Perfect On Paper

    JAN 22

    How To Stop Wasting Six Figures On Hires Who Look Perfect On Paper

    I've spent 20 years watching brilliant people build companies on gut instinct and prayer when it comes to hiring. After losing a million dollars on a single bad hire who tanked an entire engineering team for six months, I wanted to understand if there was actually a way to measure the thing everyone claims is unmeasurable: culture fit. Jacob Crockett built Higher Aligned after nearly getting fired at one company for the exact same behaviors that made him a star at the next. That personal disaster led him to ask a question most people assume is impossible: can you actually quantify whether someone will thrive in your environment before they walk through the door? We talked about what happens when you stop guessing and start measuring the human side of business decisions. Jacob walked me through how his AI platform scores alignment before the hire, the invisible costs that never show up on any P&L, and why the recruitment industry has devolved into an automated mess where both sides are gaming broken systems. If you've ever hired someone who looked perfect and crashed spectacularly, this conversation will explain exactly why that happened and what you can do differently. Chapters: 00:09 - Navigating Workplace Challenges01:34 - Understanding Culture in Organizations: A Data Perspective21:21 - Understanding Workplace Culture and Individual Fit28:06 - The Impact of Culture on Business Success45:12 - The Evolution of Work: From Loyalty to Portfolio Careers Companies Mentioned Higher Aligned UnitedHealth Group LinkedIn Tesla Indeed Websites Mentioned aligned.com Guest Information Jacob Crockett is the founder of Higher Aligned, a company that uses AI to measure cultural alignment and team fit in hiring. He has a background in data science and has worked at UnitedHealth Group and several other organizations before starting Higher Aligned.

    51 min
  2. Why Your AI Projects Fail (You Can't Fire AI)

    12/05/2025

    Why Your AI Projects Fail (You Can't Fire AI)

    I sat down with Scott Golder, Senior Director of Data Science at Home Depot, to talk about what actually works when you're building data teams. Scott has spent 20+ years fixing what others couldn't, from Capital One to running algorithms behind one of the top five e-commerce platforms in the world. He breaks down why deeper academic backgrounds don't always make better data scientists, how to make AI trustworthy at scale, and what happens when you fall in love with your methodology instead of the problem you're supposed to solve. This conversation gets into the messy reality of deploying machine learning in the real world. Scott shares how Home Depot uses recommendations differently than selling sweatpants, why human accountability can't be replaced by 10,000 AI coworkers, and which AI tools he actually uses when his kids go to bed. If you're building data products or trying to figure out where AI fits in your business, this one's for you. Chapters: 00:00 - The Importance of Seasonality01:43 - Connecting Data Science with Real-World Challenges10:17 - Understanding Customer Empathy in Product Design16:15 - Transitioning to AI and Machine Learning21:41 - Navigating Accountability in AI Decision-Making25:00 - AI in Everyday Life: Personal Experiences and Insights33:10 - The Future of Software Engineering and AI38:14 - The Importance of Data Governance in AI Companies Mentioned Home Depot Capital One IBM Google Duolingo Guest Information Scott Golder is Senior Director of Data Science at Home Depot, where his team powers the algorithms behind one of the world's top five e-commerce platforms. He previously helped scale data science at Capital One and has a background in sociology, linguistics, and computer science. Scott specializes in building data teams that blend academic depth with real-world implementation in hostile corporate environments. Key Takeaways Academic credentials don't predict data scientist performance. Fall in love with the problem, not your methodology. AI works best for summarization when you fence the data. Human accountability can't be replaced by software. Speed and cost of AI models dictate where they're feasible. Your data foundation must be solid before AI can help.

    40 min
  3. Better Data Doesn't Always Mean Better Decisions (Here's Why)

    11/21/2025

    Better Data Doesn't Always Mean Better Decisions (Here's Why)

    In this episode, I sit down with Ian Alden Russell to talk about something most leaders miss when they look at data. We dig into how cultural signals and qualitative insights can predict market shifts before they show up in your revenue reports. Ian shares his approach to helping companies, from luxury retail to AI startups, understand the human side of business decisions. We explore the concept of leading indicators versus lagging indicators, why pricing can be a cultural statement, and how paying attention to narrative alignment can protect your company's value. If you've ever wondered how to spot trouble before it hits your bottom line, this conversation will give you practical ways to start looking at your business differently. [00:00] Things need to be priced right [00:54] Data versus meaning and context [02:00] Ian's career turning cultural understanding value [02:34] How we met through Bordy AI [04:11] Cultural forces that propel conversations [07:33] AI systems and conversational hacks [09:13] Pricing as cultural expression [13:00] Leading indicators drive market valuation Companies Mentioned Brown University K 11 Crawford McMillan Bordy (AI networking platform) Amazon Louis Vuitton Cloudy Bay Berkshire Hathaway Coca-Cola Wells Fargo Capital One Meta Clarity (therapy app) Reid.ai Websites Mentioned ianaldenrussell.com Guest Information Ian Alden Russell has spent two decades turning cultural understanding into business value. He's worked across art curation at Brown University, luxury retail growth at K 11 in Hong Kong, and now advises AI startups and private equity firms on how to read the human signals behind market data. Key Takeaways Cultural misalignment between leadership and employees shows up before revenue drops. Pay attention to how people talk about your company and where conversations go silent. Those are your early warnings. Qualitative foresight works as valuation insurance. Companies that sense cultural shifts early can protect their value and make proactive decisions before hard data confirms the problem. Pricing carries cultural meaning beyond pure cost. People judge value based on perception, and underpricing can signal lack of confidence or quality to your market.

    56 min
  4. When Lab Data Says Normal But Body Data Disagrees

    11/14/2025

    When Lab Data Says Normal But Body Data Disagrees

    This conversation with Dr. Marquise Rivera challenged everything I thought I knew about treating chronic pain. Most of us track steps and lab panels but ignore the clearest data source we have: the body's own signals. Dr. Marquise reads what she calls the bioenergetic language of the body through applied kinesiology, muscle testing, nutrition, and trauma release. Her bar is measurable change within the first 15 minutes, confirmed by improvements in range of motion, strength, breath, and a calmer nervous system. What struck me most was her 90% success rate and the way she approaches the body as a live data system. The symptom matrix says back pain, but the real driver might be an unseen system failure like magnesium deficiency. She doesn't just crack and adjust. She stays present, measures real-time data, and turns patients into their own best healers. If your health metrics say normal but your lived experience says otherwise, this conversation is for you. Chapters: 00:09 - Understanding Patient Symptoms07:23 - Understanding Kinesiology and the Body's Signals08:56 - The Role of Emotional Factors in Kinesiology23:42 - Understanding Pain: Structural, Nutritional, and Emotional Factors28:42 - Understanding Chronic Pain and Patient Mindset41:58 - Movement as Medicine46:23 - The Importance of Nutrition in Movement and Health Companies Mentioned IBM Capital One Crawford McMillan The Chiro Group Websites Mentioned Instagram: @ChirowithMarquis Guest Information Dr. Marquise Rivera practices as Chiro with Marquis in Arlington, Virginia with The Chiro Group. She specializes in applied kinesiology, functional medicine, muscle testing, nutrition, and trauma release. Dr. Marquise promises patients will feel a measurable shift within the first 15 minutes of treatment, confirmed by improvements in range of motion, strength, and nervous system response.

    49 min
  5. Your Perfect Dashboard Isn't Driving Any Decisions

    11/07/2025

    Your Perfect Dashboard Isn't Driving Any Decisions

    I sat down with Jordan Mix, Operating Partner at Late Checkout and founder of Startup Empire. Jordan builds, acquires, and scales community driven Internet businesses, and he's seen hundreds of founders succeed and fail. What separates the empire builders from the serial starters? It's not the idea. It's the data loops, the reinvestment cycles, and the systems that actually compound. Jordan breaks down the ACP framework (Audience, Community, Product) and why starting with product is playing on hard mode. We dig into the metrics that reveal whether you're building something durable or just another side hustle. From tweet sized landing pages to instrumented funnels to the hidden data that increases business valuations, this conversation is packed with tactical insights you can deploy immediately. Key Timestamps 00:06 - The Challenges of Product Development04:03 - Understanding the ACP Framework14:58 - Introducing the Idea Browser: A New Approach to Business Concepts18:32 - Evaluating Business Ideas Through Data27:31 - The Impact of Algorithms on Advertising29:27 - Growing Value in Businesses45:36 - Starting a New Business: The Importance of Naming49:40 - The Importance of Data in AI Companies Mentioned Late CheckoutStartup EmpireCrawford McMillanMetaStripeReplit Websites Mentioned ideabrowser.com Guest Information Jordan Mix is Operating Partner at Late Checkout, where he builds, acquires, and scales community driven Internet businesses alongside Greg Eisenberg. He runs Startup Empire, a community of over 600 builders learning to create cash flowing Internet empires using the ACP framework. With an engineering background and a successful exit under his belt, Jordan helps founders measure what matters and build durable businesses.

    52 min
  6. How Data Transforms Your Fitness Journey

    10/31/2025

    How Data Transforms Your Fitness Journey

    Maddie Hill joins us to dive deep into the often misunderstood world of fitness and data, emphasizing that movement is indeed medicine. We explore how many of us, including Maddie, have navigated the overwhelming fitness landscape, often driven by outdated ideas about exercise and body image. She candidly shares her own journey from performance arts into the fitness realm, revealing how personal experiences shape coaching philosophies. In this episode, we tackle the fine balance between pushing ourselves and recognizing the importance of recovery, highlighting that true progress comes from a blend of consistent effort and self-compassion. Whether you're a seasoned athlete or just contemplating your first step into fitness, there's something here for everyone—and some laughs along the way! Takeaways: Many individuals struggle with understanding their bodies and fitness needs, often due to a lack of education and guidance. It's essential to shift your competitive mindset from comparing yourself to others to focusing on personal improvement and self-competition. Movement is not just exercise; it's preventative medicine that contributes to overall well-being and health. Heart rate training is a powerful tool that helps individuals understand their body's responses and optimize their workouts effectively. Rest and recovery are critical components of any fitness journey, and pushing too hard can lead to burnout and injuries. Starting with simple movements, like a 30-minute walk, is a great first step towards integrating fitness into your life.

    48 min
  7. Data shows local SEO delivers results in 30 days, expert explains

    10/24/2025

    Data shows local SEO delivers results in 30 days, expert explains

    Elliot Blacklist joins us to share his remarkable journey in scaling a CBD brand through innovative digital marketing strategies, despite fierce competition from well-funded players. We dive into how he leveraged data-driven insights to navigate the complexities of the industry, emphasizing the importance of understanding customer acquisition costs and lifetime value. Elliot’s story is not just about numbers; it’s about building unfair advantages and making meaningful connections with customers through genuine engagement. We also discuss the evolving landscape of local SEO and how it offers unique opportunities for service-based businesses to thrive. Stick around as we explore actionable insights that can help you transform your approach to business in today’s ever-changing market. Takeaways: Creating genuine insights is crucial in today's competitive podcast landscape, as AI-generated content is becoming easier to spot. In e-commerce, particularly in the CBD sector, the right marketing strategies can lead to success despite heavy competition and industry challenges. Local service businesses have unique advantages, as competition is often limited to the surrounding area, making scalability more achievable. Understanding customer acquisition costs versus lifetime value is essential for proper cash flow management in any business. Chapters[00:00] Creating Genuine Value in AI Era [02:12] Building CBD Brand Through Industry Chaos [05:55] Data Driven SEO and Content Strategy [11:17] Adapting Marketing for AI Future [15:16] Measuring Business Metrics for Acquisition [21:39] Local SEO for Service Businesses [27:19] Home Services Business Opportunity [29:12] Competitive Intelligence Using AI Tools Companies MentionedSquare - Payment processing platform that terminated the CBD business account due to policy restrictions. Klaviyo - Email marketing and customer data platform providing attribution tracking and customer lifecycle data. Woocommerce - E commerce platform used to run the CBD online store. Google - Referenced for Google Business Profile, Search Console, and Analytics as primary data sources for local SEO. Meta - Social media platform that banned CBD businesses from paid advertisements. OpenAI/ChatGPT - AI tools changing search recommendations and content strategy approaches. Yelp - Review platform heavily weighted by AI recommendations. Cursor - AI powered tool for processing competitive intelligence data. Outscraper - Data scraping tool for aggregating competitor reviews. Guest InformationElliot Blacklist is a digital marketing strategist and former e commerce founder who successfully built and sold a CBD brand despite heavy industry restrictions. He spent six years growing the business through organic search and email marketing, competing against venture backed competitors with larger budgets. After selling the CBD business, Elliot transitioned to helping brick and mortar service businesses leverage local SEO and digital marketing. He specializes in working with home service companies, using data from Google Business Profile, Search Console, and Analytics to drive measurable lead generation and revenue growth. His approach combines technical SEO expertise with practical business metrics, focusing on trackable outcomes like phone calls and quote requests.

    32 min
  8. No more human actors?: How AI is Reshaping Hollywood

    10/10/2025

    No more human actors?: How AI is Reshaping Hollywood

    Today, we dive into the fascinating intersection of art and artificial intelligence, exploring how AI is reshaping the creative landscape. We chat with Ellery, the CEO of Voight AI, who reveals the complexities of navigating AI compliance in entertainment while advocating for the irreplaceable human touch in creativity. As we discuss the impact of AI on artists, Ellery shares her insights on why the fear isn't just about AI creating better art, but rather about it producing more of it—faster, cheaper, and easier. Together, we examine the legal implications of AI-generated content and the changing dynamics in industries like Hollywood, where human artists might feel the squeeze. Join us as we unravel the challenges and opportunities ahead, highlighting that at the heart of creativity lies something that AI will never understand: our humanity. Takeaways: The rise of AI in creative fields is not about quality, but about quantity and speed. Many artists are worried about AI not because it creates better art, but because it can produce it faster and cheaper. It's essential to protect human creativity against AI's encroachment, especially in industries like entertainment. AI-generated content raises significant legal issues, particularly concerning copyright and authorship rights. Data can help elevate and protect human creativity in the age of AI, ensuring authenticity remains paramount. The future of creativity may hinge on our ability to harness our uniquely human qualities to outpace AI. Companies mentioned in this episode: Crawford McMillan Voight AI Disney OpenAI Asteria AI in creative industries, human creativity and AI, protecting artists from AI, generative AI impact on art, AI compliance in entertainment, copyright issues with AI art, AI detection software, digital art and AI, future of AI in filmmaking, human authorship in AI-generated content, AI and visual storytelling, creative authenticity in the age of AI, AI-generated images versus human art, the role of data in creativity, AI's effect on concept artists, art commissions and AI, the intersection of AI and traditional art, the evolution of art in a digital age, AI's influence on the entertainment industry, and ethical considerations of AI art.

    47 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

This channel makes data simple. I break down how data shapes the decisions we make every day in business, in society, and in life. From why numbers don’t always tell the full story, to how small changes in data can have big impacts, you’ll learn to see data not as something abstract, but as a practical tool for better choices. Join former Fortune 100 data leader and CEO of Crawford McMillan, Graeme Crawford, to cut through the noise, show you how data really works, and share what he has learned learned helping organizations big and small turn confusing data into clear strategy. If you want to think smarter with data but without the jargon, you’re in the right place.

Information

  • Creator
    Graeme Crawford
  • Years Active
    2025 - 2026
  • Episodes
    24
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Graeme Crawford
  • Show Website
    Transformed With Data