Videos
Video - Sustainable Business Practices and Ethics with Sam Berman
A napkin, a $1,400 wood crate, and one blunt question: why are we shipping the world's most advanced technology in dead trees? Sam Berman, Founder and CEO of LARC, breaks down reusable crating innovation, "we've never damaged a single product in one of our crates ever," and the packaging-as-a-service model behind it.
Sam also explains why LARC leases instead of sells its crates, how the math scales into millions of gallons of fuel saved, and why he thinks packagin…
Video - Marketing With Purpose Kit: Turning Marketing into a Revenue Engine
"The more that you have a relationship with someone locally, that's an ease to conversion." Madeleine Zook, Co-Founder of Catalyst, breaks down local marketing trust, why franchise buyers are more skeptical of faceless digital ads, and what brands can do to earn credibility on the ground.
Madeleine also unpacks why AI, inflation, and rising ad costs are all pushing consumers back toward community relationships, and how franchisees can compete on trust instead of just s…
John Francis on Delegation Without Losing Control
“I would say hiring. That’s usually the last thing they want to give up, but the first thing they should give up.” John Francis, known as “Johnny Franchise,” on the one task founders cling to longest, and why it has to go first.
John walks through what happens when founders keep control of hiring too long (teams start blaming each other instead of owning outcomes), and the real definition of delegation: authority plus responsibility plus clarity, not just handing someone a task.
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Video - Trust Before Allocation: How ETF Marketers Earn Credibility
Before flows, there is belief. Before belief, there is trust.
In this episode of The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski talks with Gabriel Malinis about what it really takes to earn credibility in ETF marketing when attention is fragmented and skepticism is completely rational.
In This Episode, You Will Learn:
- Why trust is the real conversion precondition in ETF marketing
- How clarity and consistency reduce uncertainty for advisor…
The One-Meeting Truth Audit for Teams
“Most organizations do not have a truth problem because people are dishonest. They have a truth problem because the system teaches caution.” Tullio Siragusa breaks down why slow truth is expensive, then walks through the one-meeting truth audit you can run with your own team.
Three questions to ask: What are we pretending not to know? What conversation are we avoiding? Where are we paying the same price repeatedly? Write the answers down, don’t defend, and commit to one decision with…
Sarah Feely: Clean Fish, Dirty Pond, and the Leadership Trap
“We call it clean fish, dirty pond,” Sarah Feely says. “Your systems are the pond and your fish are your leaders.” You can coach a leader into every compassionate mindset and skillset that exists, then send them back into a system built on fear and short-term metrics, and watch it all wash out.
Sarah walks through the practical fix: audit hiring, recognition, and incentive systems for what they actually reward, not just what the values statement says, because “it’s got to be a full c…
Alexandra Russo: Build Marketing Systems, Not Tactics
More data doesn't automatically create better marketing. Alexandra Russo, Fractional CMO and founder of Alex the CMO, breaks down why the brands that scale customer connection well are the ones with real systems behind their social media and marketing strategy, not just a growing list of tactics.
Across 16 brands in franchising, multi-location retail, and B2B, the pattern holds: clarity and speed in marketing leadership come from structure, not more dashboards.
Watch abo…
Mike Weinberger: Stop Waiting to Talk and Listen
“Stop waiting to talk and listen.” Mike Weinberger, co-founder of Replay Sports Cards, on the single practice he says does more for empathy and leadership than any framework: say less, notice more, and make it count when you do talk.
He breaks down what that looks like day to day, checking on people, asking what they need, learning their story, and why the worst leaders he's seen "will never shut up" and never actually hear their teams, customers, or franchisees.
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Video - Marketing Investment That Keeps Pace with ETF Tailwinds
ETF growth is often treated like a market story. The category expands, assets rise, and everyone assumes growth will follow. But Tullio Siragusa’s latest ETF study makes a sharper case: category growth is not the same thing as issuer performance. The real question is whether you captured your fair share of that tailwind.
In this episode of The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski sits down with Tullio Siragusa to unpack a practical framework linking …
Stephen Sakach: AI Doesn't Create Leadership, It Exposes It
“AI does not create leadership. It exposes leadership.” Stephen Sakach, founder and CEO of Zero Company and aiCMO.io, on why AI adoption succeeds or fails based on the human system it enters, not the tool itself.
He breaks down the three moves that keep AI adoption human: define the purpose, define the guardrails, and build a learning rhythm, plus the trust questions employees are asking but not saying out loud.
Watch above, then get the full episode: AI will Amplify Your Cul…
Angela Coté: Stop Giving Franchisees the Answer
“If I weren’t available right now, where would you find that answer?” Angela Coté, Founder and CEO of AC Inc., on the one question that turns dependent franchisees into confident owners, and why franchisee coaching over compliance is the emotionally intelligent way to drive real performance.
She breaks down why fear, not the system, is usually what makes franchisees stop following it, and what her own father's “look in the mirror” story taught her about ownership.
Watch …
Kelly Mance: Get the Right People in the Room First
“Give the right people in the room from the beginning so everyone can be aligned from the jump.” Kelly Mance, VP of Marketing at Premium Service Brands, on the one habit she says prevents most marketing alignment breakdowns across a multi-brand franchise system.
She walks through her team's weekly North Star ritual, why data beats gut feeling on pricing decisions, and how alignment works as a system, not a meeting.
Watch above, then get the full episode: Marketing With P…
Ruth Ellen Elinski: The Free Advising Most Founders Skip
Most small business owners have never heard of their state's SBDC, and it's costing them. Ruth Ellen Elinski, Associate State Director of the Arizona SBDC Network and co-founder of PinDrop Travel Trailers, breaks down the free, confidential advising available in every state, from business planning to pitching investors, and why the businesses that use it outgrow the ones that go it alone.
Her practical rule for entrepreneurs new to a community: stop waiting to be discovered…
Video - Flows Follow Purpose: Where Provocative Meets Authentic in ETF Marketing
In ETF marketing, the temptation is to lead with features, factsheets, holdings, and index language alone. But a fund does not earn belief just because it is technically accurate. It earns belief when the truth of the product meets the deeper human meaning behind it.
In this episode of The B.L.I.S.S. ETF Marketing Podcast, Mike Liwski sits down with Stephen Sakach, CEO of Zero Company Performance Marketing, to unpack why the strongest brands and products live at the intersection cros…
The Audit That Fixes Customer Experience Friction
Most customer experience problems don't start with the customer. Tullio Siragusa walks through five internal signals, unclear ownership, slow decisions, weak handoffs, fear-based communication, and inconsistent rhythms, that predict customer pain long before a complaint ever lands.
Then he hands you the fix: a Customer Experience Alignment Audit. Bring marketing, sales, delivery, and customer success into one room, answer four questions, and pick one friction point to remove in …
Matt Dyer: How Trust Drives 99% Client Retention
165,000 vehicles. 99% client retention. A driver NPS score higher than Disney's. Matt Dyer, CEO and President of Merchants Fleet, breaks down how trust gets built and measured at scale, and why the relationship between an employee and their direct manager matters more than any company-wide memo.
His practical rule: any day you're not improving, you're going backwards. That's why Merchants renamed "innovation" to "evolution," so continuous impro…
Trisha Pena: Why Burn Nation Beats Data Alone
A 100% data-driven campaign underperformed. Trisha Pena, VP of Marketing at Burn Boot Camp, explains why: Burn Nation is an emotional brand first, and referral leads (their strongest lead source) come from community connection, not targeting precision.
Her rule for the funnel: lead with emotional storytelling at the top, bring in product specifics once trust is already built in the middle and bottom.
Watch above, then get the full episode: Marketing With Purpose Kit: Customer…
Video - Closing the ETF Loop (When the Loop Is Actually Broken)
Every ETF marketer eventually runs into the same frustrating reality: the scoreboard is incomplete.
You can drive awareness, spark interest, and create meaningful engagement, yet still be asked to explain outcomes that happen in places you cannot see. Brokerage platforms, advisor conversations, investment committees, model portfolios. The path is real, but the loop is broken.
In this episode of The BLISS ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski and Josh Pri…
Greg Essenmacher: Measuring Empathy With Scorecards
Empathy isn't soft in dentistry, it's measurable. Greg Essenmacher, CEO of GnA Consult, breaks down the empathy scorecard his team uses to score every patient call on nine parameters, then coach teams back to consistency with recorded call reviews.
His trademarked E-A-Z method (empathy, assurance, zeal) turns a feeling into a repeatable framework, one that most people never improve at until they hear themselves on tape.
Watch above, then get the full episode: The Ro…
The Talent Practice Audit That Exposes Culture
Culture doesn't live in your mission statement, it lives in how you hire, onboard, evaluate, and exit people. Tullio Siragusa breaks down five practical principles for talent practices that actually reflect what a company believes, not just what it says.
This week's move: audit one talent practice and ask what behavior it rewards today versus what it should reward instead.
Watch above, then get the full episode: Talent Practices Make Bliss Visible (https://www.thebl…
Alberto Ortiz: Personal Goals Drive Business Goals
Alberto Ortiz, CEO and President of ATAX, on the one question that flips a struggling franchisee's trajectory: what is their personal goal? Because personal goals drive business goals, and it's a question most leaders never ask.
He also shares how he stays reachable across 2,700 offices, and the story of financing a franchisee's fee 100 percent when she couldn't afford it, she's now one of ATAX's top performers.
Watch above, then get the full epi…
Becky Beyer: The Try Trust Believe Framework
Becky Beyer, VP of Marketing for Pillar To Post, breaks down the Try Trust Believe framework: a free first inspection, 50 percent off the second, a free add-on by the third, that turns skeptical realtors into an inspector's strongest referral source.
Her hardest lesson for seasoned pros: your ten years of experience means nothing to a realtor meeting you for the first time.
Watch above, then get the full episode: Marketing With Purpose Kit: Aligning Marketing with Busine…
Video - The Underused Workhorse for ETF Issuers
Most ETF issuers do not have a YouTube problem. (Well, other than the fact they're not on YouTube.)
They have a clarity problem.
If an investor cannot understand your strategy in seconds, attention fades before trust has a chance to build. That is why clarity is not just a messaging choice. It is a growth lever. And few channels scale clarity better than YouTube.
In this episode of The BLISS ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski and Haley Anderso…
Leslie Youngblood: You Need a Thousand True Fans
Leslie Youngblood, Founder and CEO of Youngblood MMC, on why you don't need a million followers, just a thousand true fans who trust you enough to bring others with them.
She breaks down why audiences can smell a disconnect (the McDonald's CEO burger taste-test moment is her case study), and the "from chaos to clarity" 90-day framework that makes consistency possible.
Watch above, then get the full episode: Building Community and Connection in Business wit…