Twinning Strategy: Leadership and Scaling for Small Businesses

Twinning Strategy
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Twinning Strategy: podcast focused on small and growing businesses, leadership, start-ups, entrepreneurs, marketing, digital marketing, business growth, advertising, sales with live guests. Our entrepeneurial- and marketing-focused hosts bring decades of experience and a bit of sarcasm to bring topics to life ranging from how to get started in digital marketing to how to using marketing to change people's lives for the better to expanding your teams creativity. Guests range from AI marketing and data analytics founders to self-started successful entrepreneurs to influencers.

  1. JAN 5

    Episode 95: Community as a Catalyst for Business Growth

    Christine Rosemin and Janet Alicea join Eric Sigel, Elena Putilina, and Jeff Sigel to talk about the role of community in driving business growth. Their Message: "Scaling isn’t just about systems or sales — it’s about alignment, communication, and creating space for people and ideas to thrive."Bios: Janet Alicea is a B2B marketing leader and community builder passionate about connecting people and ideas across fintech and SaaS. As Chapter Director of Jersey City TechWalk, she brings together innovators and entrepreneurs through walking-networking events that blend tech, wellness, and conversation. Professionally, Janet has led marketing for fintech and financial services companies, developing go-to-market strategies, brand storytelling, and growth programs that drive measurable impact. Through her consultancy, she helps organizations turn strategy into scalable marketing systems and authentic engagement.Christine Rosemin is an accomplished B2B marketing and partnerships leader with a talent for translating aspirational goals into actionable plans that drive audacious results. She currently holds roles as head of partner marketing at Rho, expert with Primary Venture Partners, Principal at Sursum Consulting, and Founder of TechWalk.

    46 min

  2. 12/15/2025

    Episode 94:Bringing Integrity, Empathy & Accountability into Machine Systems

    Tim Kuglin joins Elena Putilina, Eric Sigel, and Jeff Sigel to talk about ensuring that integrity, empathy, and accountability get built into the machine systems that emerge from the rapid rise of AI tools and capabilities. Tim's Focus: "We’re scaling by turning our operating system into the product. Every framework, escalation path, and trust protocol we use internally is being documented, automated, and deployed as infrastructure others can build on. That means every new project or agent doesn’t add complexity—it multiplies reliability. Our focus is replication of verified systems, not rapid expansion of headcount." Tim's Bio:Tim Kuglin is the founder and architect of ZIPR INC and RQ Lab, pioneering relational intelligence for AI. Over nearly a decade, he has led the creation of frameworks that bring integrity, empathy, and accountability into machine systems. A designer by training and systems thinker by instinct, Tim has fused governance, ethics, and engineering to build AI that collaborates responsibly with humans. His work sits at the intersection of technology and trust, inviting a future where speed and scale are matched by wisdom and moral clarity. https://youtube.com/live/Y9Ij5v7NT9w

    44 min

  3. 12/08/2025

    Episode 93: Bridging and Funding the Pharma-Startup Gap: The Impact of Digital Innovation on Pharma

    Dr. Naomi Fried of Pharmstars joins Elena Putilina, Eric Sigel, and Jeff Sigel to talk about the challenges and opportunities of funding Pharma start-ups in this moment of rapid digital innovation. About Pharmstars: The PharmStars accelerator and the PharmStars Ventures fund together work to help digital health startups scale their business by preparing them for meaningful pharma engagement and providing the capital to grow. PharmStars equips startups through its PharmaUTM program — providing a tailored pharma curriculum and personalized mentoring to address the specific needs and challenges digital health startup face when selling to pharma. PharmStars Ventures builds on the accelerator foundation by leveraging the high-quality deal flow and rigorous due diligence to invest in the exceptional graduates of the accelerator. The two programs provide extensive support of startups with produce market fit, introductions to clients, and financial investment, enabling faster growth, stronger partnerships, and positive impact on patient outcomes.Naomi's Bio: Dr. Naomi Fried is a leading voice in digital health and pharma innovation. As CEO of the PharmStars accelerator and co-founder and general partner of the PharmStars Ventures Fund, she supports and invests in pharma-focused digital health startups. She has mentored 100+ startups, advised pharma on their digital health strategy, built a pharma-focused accelerator, and been involved in 25+ pharma–startup collaborations. Naomi previously was the first Chief Innovation Officer at Boston Children’s Hospital, the first VP of Innovation and Advanced Technology at Kaiser Permanente, and the VP of Innovation and External Partnerships at Biogen. Her perspectives have been featured in major healthcare and biotech publications.

    39 min

  4. 11/24/2025

    Episode 92: Silence Isn’t an Option : Expertise, Authority & Communication in the AI Age

    Dan Nestle of Inquisitive Communications joins Eric Sigel, Elena Putilina, and Jeff Sigel to talk about AI, PR, and the importance of visibility to drive establish authority as an expert. Dan's Message:"My focus is on AI and AI-enabled content strategy for communications, personal brand, and executive positioning."Dan's Bio: Dan Nestle is the founder of Inquisitive Communications, host of The Trending Communicator podcast, and a strategic communications advisor with 25+ years of experience, including 16 years in Japan and nearly a decade leading global communications teams. Named to PRWeek's Dashboard 25 (2023, 2024) and Propel's 100 Most Influential PR Tech Leaders (2025), Dan helps executives transform dormant expertise into systematic market authority through AI-enhanced methodologies. His approach—what he calls "intellectual archaeology"—excavates and amplifies existing knowledge rather than starting from scratch. Connect at be-inquisitive.com.Links: be-inquisitive.comlinkedin.com/in/nestle https://youtube.com/live/I1DWzD8NSbM

    40 min

  5. 11/16/2025

    Episode 91: The Adaptive Business - Growing with AI as it Evolves

    Nick Pope joins Eric Sigel, Elena Pultilina and Jeff Sigel for a lively conversation about how to leverage AI now and be ready as the technology evolves. Nick's Message: Don’t just teach tools; Rewire how teams think about their work. About Nick: Nick Pope os Chief AI Officer at Train in Your Lane, America’s #1 Corporate AI Training Company."My path to AI training was completely unintentional, but it turned me into exactly the right kind of generalist for this moment. Chemical engineering (systems thinking), teaching 4th graders (breaking down complexity), 18 years in Fortune 40 companies (sales, leadership development, executive coaching, content creation), and my time at The Rundown AI reaching 1M+ daily readers with cutting-edge insights. This eclectic background means I don’t just know AI; I know how to make it stick for anyone, in any industry.Beyond Train in Your Lane, I serve New Hampshire businesses as “The AI Pope,” helping local companies compete with tech-enabled competitors through practical AI implementation. As Regional Organizer for AI in NH, I’m passionate about ensuring our local economy doesn’t get left behind in the AI revolution."

    40 min

  6. 11/02/2025

    Episode 90: The Other AI - Authenticity and Inclusion

    **Spotify Podcast Description:** Join us for a spooktacular episode full of insights and revelations! 🎃 This Halloween, we're tackling the crucial question: When we say "bring your whole self to work," are we really welcoming everyone's authentic selves or simply the well-behaved versions? With special guest Tara Nelson, we're diving headfirst into the disparities women face in the tech industry and the importance of nurturing authenticity and inclusion in the workplace. Tune in for a conversation packed with personal experiences, statistics, and strategies to foster a more inclusive environment. Let’s redefine what “whole self” really means! https://youtube.com/live/TOAtXl8UpsE?feature=share #HalloweenEpisode #Authenticity #Inclusion #WomenInTech #Diversity #Mentorship #TechDisparities #BringYourWholeSelf #Podcast #Inspiration

    39 min

  7. 10/25/2025

    Episode 89: Maximize Every Interaction: Growth, Podcasting & Branding

    John Golden joins Eric Sigel, Jeff Sigel and Elena Putilina on Twinning Strategy to talk about how creating an authentic, consistent, impactful image and brand drives business growth. John's Focus:Helping businesses scale through three key areas: maximizing every interaction with strategies like preparation, authenticity, and continuous learning; building impactful business podcasts through consistency, valuable content, and creative marketing; and strengthening brands with a strong online presence, professional image, and networking skills. His work equips leaders to build trust, expand influence, and create sustainable growth.John's Bio: John is a globally recognized thought leader in Sales and Marketing, a renowned speaker, and a business strategist. With over 1,500 video interviews conducted for Sales POP!, a leading online sales magazine, YouTube channel, and podcast, his platform is ranked in the top 2% of podcasts globally, out of 3,320,580 shows, according to Listen Notes.Previously, John served as the CEO of Huthwaite, a global sales consulting firm, and Omega Performance. In addition to his professional accomplishments, John is a passionate martial artist and lifelong seeker of wisdom. He is also the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling.

    40 min

  8. 10/19/2025

    Episode 88: The Promise of Enterprise AI Integration - Hype OR reality?

    Stephen Cooper joins Elena Putilina, Jeff Sigel and Eric Sigel to talk about where we really are with AI at the enterprise level - separating hype from reality. Stephen's Message: "My focus is on navigating the complex realities of AI integration as an enterprise tool across an organization. Many companies fall short on its strategic and workflow KPIs not from a lack of vision, but from failing to bridge the gap between ambitious aspirations and the capabilities available through a rational, hands-on implementation. I specialize in the operational and cultural work required to move AI from a strategic concept to a tangible driver of value. This involves designing a clear strategy, establishing effective governance, ownership and participation, and building a culture of adoption to ensure that new technologies deliver in a timeline that is practical and realistic." Stephen's Bio: Stephen Cooper is a senior executive and consultant with over two decades of experience driving significant shareholder value through strategic transformations. With a hands-on approach to navigating AI adoption, he has generated over $70M in new revenue and reduced costs by over $40M. His work focuses on bridging the gap between AI's potential and its practical implementation, ensuring that technology investments translate into tangible business outcomes and scalable growth.Links: www.mardalellc.comwww.linkedin.com/in/cooper-steve/ https://youtube.com/live/joM4_L-ofNA

    37 min
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About

Twinning Strategy: podcast focused on small and growing businesses, leadership, start-ups, entrepreneurs, marketing, digital marketing, business growth, advertising, sales with live guests. Our entrepeneurial- and marketing-focused hosts bring decades of experience and a bit of sarcasm to bring topics to life ranging from how to get started in digital marketing to how to using marketing to change people's lives for the better to expanding your teams creativity. Guests range from AI marketing and data analytics founders to self-started successful entrepreneurs to influencers.

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