Marketing With Purpose Kit: Bringing Purpose and Empathy into Marketing
Ash Maher, Chief Marketing Officer at Falcon Wealth Planning, joins Mike Liwski on the Marketing With Purpose Kit to explore empathy in market downturns: how purpose and people came first under pressure, and how a feedback loop with business development lifted conversion to 14%.
Empathy in market downturns is where a leader’s stated values get tested. In this Marketing With Purpose Kit conversation on The Bliss Business Podcast, host Mike Liwski sits down with Ash Maher, Chief Marketing Officer at Falcon Wealth Planning, to explore bringing purpose and empathy into marketing. Falcon has grown past $1 billion, and Ash puts it at $1.4 billion in assets.
In this episode we explore:
• Why 60 to 70% of employees are disengaged, and what treating people like a number costs
• How aligning each person’s why with a company North Star makes the metrics follow
• Changing the message in a down market from fear to the value Falcon could deliver
• The conversation with his CEO about leading with toughness or with care
• Why marketing is an investment, not a slot machine
• How a feedback loop with business development lifted conversion to 14%
Ash starts with the cost of treating people like numbers. He puts disengagement at 60 to 70% of employees and argues it kills innovation. On his first day at Falcon he promised strong lead generation, but said his bigger act would be building a place people enjoy working.
The test came when tariffs kept investors out of the market. Externally, Falcon acknowledged the fear, then led with the value it could deliver. Internally, the stress spilled over. Ash is candid that he was tougher on people than his values allowed, saw the effect, and sat down with his team to own it. He and his CEO weighed toughness against care.
On revenue, Ash argues marketing is an investment with a patient payback: Falcon is 100% organic, and a $1 million marketing year can return three times that. A feedback loop between marketing and business development lifted conversion to 14% on shared leads, against an industry standard of 8% or 9%.
Keeping the people behind a campaign engaged while holding it to measurable results is the balance Zero Company works toward in its own paid media and brand work.
Key Takeaways
• (2:47) On disengagement and treating people like a number: “about 60 to 70% of employees across the country are disengaged in the workplace.”
• (6:31) On aligning purpose with performance: “when people's whys are aligned with the North Star helping individuals, then the metrics follow along.”
• (10:37) On changing the message in a down market: “Hey, we understand that you're scared to be in the market. It's a scary time right now.”
• (12:39) On the choice he and his CEO faced under pressure: “are we truly here to make people's experience a positive one, an environment where they enjoy coming to work, and in that, are they willing to fight for us when times get tough?”
• (19:11) On marketing as a revenue engine: “it's not a slot machine. You're not putting money in and immediately getting money out. But it's an investment.”
• (22:47) On the feedback loop with business development: “We were converting at 14% because of that strategy, it's because of that communication…”
FAQ
How do you keep empathy during a market downturn?
Ash Maher, CMO of Falcon Wealth Planning, says to return to your why when pressure rises. He and his CEO chose to build a place where people want to work rather than lead through toughness, and he credits that choice for the team staying engaged.
Does empathy hurt marketing results?
Ash Maher says the opposite held at Falcon Wealth Planning. He reports that engaged, valued teams who own their work produced strong results and awards, and that treating people like numbers leaves them performing below their potential.
How can marketing and business development work together to improve conversion?
Ash Maher says marketing asks the business development team what objections a piece of collateral can resolve, and business development sends data back to sharpen campaigns. He says that loop lifted Falcon’s conversion to 14% against an industry standard of 8% or 9%.
Great marketing does not just sell, it serves. Learn more about Ash Maher at falconwealthplanning.com. See his guest profile, watch the video, read the companion post When Empathy Becomes a Growth Strategy, or explore more Marketing With Purpose Kit conversations.
🎙️ Hosted by Mike Liwski
🎧 Produced by Martha Huerta
CMO of Falcon Wealth Planning
Ashkan Maher is the Chief Marketing Officer at Falcon Wealth Planning, where he leads the firm’s brand, digital marketing, and client growth strategies. Under his leadership, Falcon Wealth has grown to manage over $1.4 billion in assets, continuing its rise as one of the leading fee-only financial planning firms in the country.
Ashkan focuses on using Google Search, SEO, AEO (Answer Engine Optimization), and performance marketing to help more families find and connect with Falcon Wealth’s fiduciary planning services. By combining smart data, creative storytelling, and advanced AI tools, he’s helped the firm reach new audiences and strengthen trust through education-based marketing. His work also helped Falcon Wealth earn a ThinkAdvisor Luminaries Finalist award for Excellence in PR and Marketing, recognizing the firm as a national leader in financial marketing innovation.
Known for his empathetic leadership style, Ashkan believes the best results come from building trust, collaboration, and purpose across his team. He leads with understanding and accountability, empowering those around him to do meaningful work that serves both the firm and its clients.
Before joining Falcon Wealth, Ashkan led marketing efforts at several agencies, managing large advertising budgets and driving strong business growth. His mix of creativity, strategy, and empathy continues to fuel Falcon Wealth’s success and brand reputation nationwide
