Let’s Talk Marketing is a podcast that explores the latest trends, techniques and strategies in the world of marketing. With insightful interviews with top marketers, entrepreneurs and thought leaders, this podcast covers a wide range of marketing-related topics, including digital marketing, social media, branding, advertising, analytics and more. And it offers engaging and informative discussions to help you stay up-to-date on the latest marketing trends and take your marketing skills to the next level.
Crowdfunding Is a Marketing Problem with Jason Fishman
This episode of 'Let's Talk Marketing' explores the intersection of investment crowdfunding and digital marketing strategy. Host Katya Allison interviews Jason Fishman, CEO and Co-Founder of Digital Niche Agency (DNA), about how founders can use marketing — not just legal filings — to successfully raise capital through regulated crowdfunding campaigns. Jason unpacks why most founders treat crowdfunding as a finance problem when it is, in fact, a marketing exercise. From building his 8-Point Strategy Plan to driving traffic to offering pages and converting retail investors, Jason shares the frameworks, tools, and mindset shifts that have helped DNA raise over nine figures across more than 500 campaigns. This conversation is packed with tactical insights on audience targeting, creative testing, funnel optimization, competitive analysis, referral partnerships, and how to think about timelines and projections with realistic expectations.
Most founders complete their legal filings and assume investors will find them — Jason reframes the entire crowdfunding process as a marketing campaign, walking through the real traffic and conversion math required to hit a raise goal.
Jason's 8-Point Strategy Plan functions as an algorithmic roadmap built before the campaign launches, so founders know exactly which levers to pull — and what to do if results are not appearing.
A competitor marketing audit is one of the most underused tools in campaign planning. The top issuers are broadcasting exactly which ads, channels, and creative formats are working — and Jason explains how to read and use those signals.
Creative is the variable that separates good Meta campaigns from great ones. Between custom audience uploads, pixel retargeting, and a proprietary database of 1.8 million historical crowdfunding investors, DNA builds targeting infrastructure most founders don't know exists.
Launching with 4 to 10 audiences and refreshing creative every one to two weeks keeps retargeting from feeling repetitive and creates a sense of momentum — the feeling that something exciting is always happening with this company.
Live webinars with founder Q&A have become one of the highest-converting tools in the playbook. Jason shares how some campaigns have brought in over a million dollars within 24 hours of a single event.
The most expensive mistake founders make is reading early data as a verdict. Jason shares real examples of campaigns that appeared to be failing at week three and became category leaders by month three — and explains the projection framework that keeps teams from pulling the plug too soon.
Jason closes with the one thing he would do differently: build referral partnerships on LinkedIn earlier and more systematically. He shares a specific daily outreach structure — with acceptance and response rate benchmarks — that any marketer or founder can start using immediately.
30 Apr 2026
After the Mic, Katya Allison reacting to: The Power of Design in Brand Strategy with JP Lacroix
Most brand conversations stop at logos and color palettes. JP Lacroix, President and CSO of SLD, one of North America's leading design consultancies, goes much deeper — and his core argument might reframe how you think about every marketing decision you make. The reason your brand isn't growing probably has nothing to do with your ad spend.
About the Guest JP Lacroix is the President and Chief Strategy Officer of SLD (Shikatani Lacroix Design), a global brand and design consultancy he co-founded 35 years ago. SLD has led transformational brand programs for Dairy Queen, Midas, U.S. Bank, Regions Bank, and dozens of major Canadian brands. JP is also the author of Think Blink — a framework built on the idea that consumers make brand decisions in a split second, and that great design is what wins that moment.
Key Takeaways
Your brand doesn't have an awareness problem — it has a relevancy problem. Every brand, regardless of industry, faces the same core challenge: staying emotionally connected to the people it serves. Starbucks isn't struggling because people forgot about them. They're struggling because they stopped being the preferred place and became just the convenient one. Losing emotional connection is a slow leak — and no media budget can patch it.
Consumers decide in a blink — simple, ownable design is how you win that moment. JP coined the "Blink Factor" in 1993 after a Pizza Hut focus group where customers kept saying they looked for "the Red Roof" — not the name, not the menu. In a world where people see over 40,000 marketing messages a day, instant visual recognition isn't a nice-to-have. Tide's bullseye. Pizza Hut's red roof. You know them before your brain catches up.
Know your one emotional word — it's the foundation everything else is built on. Before storytelling, before design, before any campaign — you need to know the single emotional word your brand owns. Volvo owns safety. BMW owns performance. Staples owns easy. The brands that can answer that question clearly? JP says they're almost always the market leaders. Go ask your customers how your brand makes them feel — and keep asking why until you hit something real.
If you've ever wondered why your brand feels like it's stuck — or why customers know you but don't choose you — this episode is the conversation you didn't know you needed.
16 Apr 2026
The Power of Design in Brand Strategy with JP Lacroix
Host Katya Allison interviews JP Lacroix, President and Chief Strategy Officer of Shikatani Lacroix Design, about how strategic design fuels brand growth and emotional connection.
Inside a recent episode
Crowdfunding Is a Marketing Problem with Jason Fishman
Published 7 May 2026 · Transcript excerpt
[…] You put out a post, there's 1,000 shareholders that that are in many cases alongside you that can you know repost thousand people some of them probably have different strategic partnerships they want to speak with you about different publishers and groups that they have access to i've seen merger and acquisition activity come out of it franchise all different types of great things so i would definitely tell you there's strength in the crowd and if the markets are a little funny that week that month when you're going out there It's a lot tougher to get $1.7 million from one person or even 100K, a lot easier to get $1,000, $1,700, $2,500. […]
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