Humans of Growth: Stories & Strategies Behind Business Growth & Business Development

You can write all the content you want and still lose to someone with worse copy and stronger backlinks.Because SEO is not just about what lives on your website.It is also about who on the internet is pointing back to you, vouching for you, and helping Google decide whether your business matters.In this episode of Humans of Growth, Aly Hathcock sits down with Adam of Tork Media to break down the side of SEO most business owners and even a lot of marketers overlook: off-page SEO.They unpack what backlinks actually are, why they matter so much for search visibility, how they influence authority, and what it looks like to build them without wasting time or money. They also get into the real difference between PR-driven backlinks and paid backlinks, what makes a backlink worth buying, and the mistakes agencies make when trying to scale link building.In this episode, we cover:✔ What off-page SEO is and how it differs from on-page SEO✔ What backlinks are and why they matter for Google rankings✔ The difference between digital PR backlinks and paid backlinks✔ How to evaluate backlink quality using authority, traffic, country, and topical relevance✔ Why domain authority matters — and why it is not the whole story✔ How many backlinks businesses should be building each month✔ Common link building mistakes that waste money or create weak results✔ How to structure backlink content so it looks natural and gets indexed✔ Why Google indexing matters and how to make sure your backlinks are actually seen✔ How AI content writing can support backlink campaigns when paired with human editingIf you care about off-page SEO, backlinks, link building, Google rankings, and building real search authority, this episode will help you understand the part of SEO that too many businesses ignore.Because better content alone will not always win.Sometimes the brands that rank are the ones with more people pointing back to them.______________________RESOURCES:Get help finding the right marketing partner. Learn more about Tork Media here.

Most businesses are forgettable simply because they don't make people feel anything. There's no true depth of feeling and emotion behind the brand.In this episode of Humans of Growth, Aly Hathcock sits down with John of Human Design to unpack what actually makes a brand feel human — and why emotional connection matters far more than polished messaging, feature lists, or surface-level aesthetics.They explore why people do not choose brands based on logic first, how emotional resonance shapes both B2C and B2B buying decisions, and what business owners need to change if their brand looks good on paper but still gets ignored.In this episode, we cover:✔ Human-centered marketing and what it actually means✔ Why emotional branding drives faster decision-making✔ The difference between brand features vs brand benefits✔ How storytelling in marketing creates stronger customer connection✔ Why brand identity and belonging build long-term loyalty✔ What makes some brands feel real while others feel performative✔ A simple brand audit business owners can do right nowIf you care about human-centered marketing, brand strategy, emotional branding, storytelling in marketing, and customer connection, this episode will help you think differently about what makes people actually care.Because people do not remember the most polished brand.They remember the one that made them feel something.
______________________RESOURCES:Get help finding the right marketing partner. Learn more about Human Design here.
 

Posting more isn’t the strategy.Connection is.In this episode of Humans of Growth, I sit down with Hannah Olivas, co-founder of She Rises Studios, to talk about what actually drives trust and revenue in 2026. From publishing and media to large-scale women’s events, Hannah has built a global ecosystem by focusing on real relationships — not vanity metrics.We unpack what it truly means to build a personal brand that feels aligned, how your founder story can either anchor your growth or keep you stuck, and why the businesses that win long-term are the ones that build a community, not just an audience.Inside this conversation, we cover:✔ Why relationship marketing outperforms transactional sales✔ How to build a community both online and in person✔ The difference between visibility and credibility✔ How to tell your founder story without turning trauma into your marketing plan✔ Why authentic marketing beats perfect and polished every time✔ How to choose the right platform to build a personal brand that scalesIf you’re building something real — and you’re tired of fluff, filters, and chasing algorithms — this episode will help you rethink how you grow.
 
______________________RESOURCES:Get help finding the right marketing partner. Learn more about She Rises Studios here.

You’re not too busy to grow.You just don’t have the right operations systems in place.In this episode of Humans of Growth, I sit down with Brandon Bowers, COO of SMB Team, to unpack what actually keeps founders stuck in the day-to-day — and how to fix it. We break down delegation, documentation, hiring triggers, and the systems required to scale without burning out.Inside this conversation, you’ll learn:✔ How to create standard operating procedures without overcomplicating them✔ Why Loom videos are the cheat code to documenting your brain✔ The role of capacity planning in knowing exactly when to hire✔ How to build hiring triggers based on real data, not panic✔ Why recruiting is sales & hiring KPIs matter just as much as revenue KPIs✔ The CEO/COO dynamic that makes sustainable growth possibleIf you’re a founder who feels like growth requires more hustle…If you’ve hired too late (or too fast)…If your business can’t run without you in the room…This episode is your blueprint for building a company that scales with clarity instead of chaos.______________________RESOURCES:Get help finding the right marketing partner. Learn more about SMB Team here.

Most B2B companies invest in visibility before they invest in credibility.That’s backwards.In today’s market, attention is cheap — but trust is rare. And if your brand reputation isn’t strong, no amount of ad spend will fix it. That’s where reputation marketing comes in.In this episode of Humans of Growth, I’m joined by Katy Hendricks, CMO at Powell Communications, a B2B PR agency that helps creative and marketing-driven companies build authority in their industries.
We talk about…
✔ How intentional PR planning and focused thought leadership strategy shape long-term credibility✔ Why brand reputation compounds over time✔ The difference between visibility and authority✔ How to structure PR planning across a 12-month cycle✔ Why earned credibility outperforms paid reach in B2B✔ How executives can turn expertise into influence
If you’re thinking about growth beyond clicks and impressions, this conversation will challenge how you approach your brand reputation — and what it actually takes to build authority in your industry.
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RESOURCES:Get help finding the right marketing partner. Get help acquiring business funding.
 

If you can’t clearly explain why growth is happening — or why it’s not — you’re headed towards disaster.In this episode of Humans of Growth, I sit down with Liz Ross, CEO of Shift Paradigm, to unpack what really breaks inside growing companies long before revenue flatlines.We talk about why so many leaders believe they’re practicing data-driven decision making — when they’re actually operating on anecdotes, incomplete dashboards, and siloed reporting. Marketing celebrates MQLs. Sales pushes for pipeline. Leadership stares at lagging revenue. And somewhere in the middle, growth gets muddy.This conversation dives into:✔ Why marketing and sales alignment breaks down in B2B organizations✔ How data silos quietly distort your understanding of performance✔ The concept of a “golden record” and building a true source of truth✔ Why organic leads can outperform paid channels — and how to prove it✔ Why attribution debates often distract from the real question: did the business grow?We also explore the rising role of AI in business strategy — and why AI won’t save companies from bad judgment. In fact, it exposes it. When AI can generate answers instantly, the competitive advantage shifts to leaders who ask better questions, challenge assumptions, and decide what not to do.If growth feels heavier, messier, or more confusing than it should…If dashboards are full but clarity is missing…If your teams are busy but results feel inconsistent…This episode will help you see what’s actually in the way.______________________RESOURCES:Get help finding the right marketing partner. Learn more about Shift Paradigm here.

If your in-person event isn’t selling out, it’s not the algorithm.It’s your funnel.In this episode of Humans of Growth, I sit down with Brian Bauer, CEO of Bauer Entertainment Marketing, to break down what actually drives ticket sales in today’s attention economy. This is a masterclass in entertainment marketing for anyone running concerts, festivals, sports games, or live experiences.We unpack why impressions don’t matter if seats are empty — and why most producers have a conversion problem, not a traffic problem.Inside this conversation, you’ll learn:✔ The difference between top of funnel vs bottom of funnel thinking in ticket sales✔ Why a true full-funnel marketing strategy outperforms “boosted posts” every time✔ How pricing psychology impacts conversion✔ Where most live events leak revenue before the checkout page✔ How scarcity marketing (done correctly) increases urgency without training buyers to wait for discounts✔ Why retention and lifetime fan value matter more than one sold-out showBrian also shares his “Fan Funnel Formula,” a bottom-up approach that reverse-engineers sales goals into acquisition strategy — so you know exactly how much traffic you need, what it should cost, and how to optimize the checkout experience to increase average order value.If you’re running live event marketing campaigns and relying on awareness alone…If you’re boosting posts but not tracking revenue…If your ads are driving clicks but not conversions…This episode will challenge how you think about marketing performance.______________________RESOURCES:Get help finding the right marketing partner. Learn more about Bauer Entertainment here.

Most companies think PR is about sending a press release and landing a feature.
It’s not.
Public relations isn’t hype. It isn’t pay-to-play placements. And it’s definitely not about controlling the media. It’s about credibility — and credibility has to be earned.
So what does that actually look like today? In a world flooded with AI-generated pitches and sponsored features, how do you build a real public relations strategy that works?
In this episode of Humans of Growth, I sit down with David Eugene Perry — founder of David Perry & Associates — to unpack what real public relations strategy looks like in today’s media landscape.
We break down…
✔ Earned media vs paid media✔ Why paid PR is often just marketing in disguise✔ Public relations and new release frameworks✔ How to write a press release that journalists care about✔ Why media training for executives is no longer optional…And so much more.
Whether you’re a SaaS startup or been around the block for decades, this conversation on PR is here to help you cut through the noise and start building trust in a skeptical, fast-moving world. 
______________________RESOURCES:Get help finding the right marketing partner. Learn more about David Perry & Associates here.

If your phone rings and nobody answers, your marketing didn’t fail. Your business did.In this episode of Humans of Growth, I sit down with Daniel Perlacchi, VP of Experience Strategy at ServiceDirect, to talk about the future of lead generation for local service businesses. We break down how pay-per-call marketing, home services marketing, local business lead generation, customer experience, and marketing ROI are reshaping the way service businesses grow.We also get into why stale form fills are losing effectiveness, why speed to lead matters more than ever, and why the businesses winning today are the ones that combine strong brand foundations with fast, high-intent inbound opportunities. If you own, market, or support a home service business, this episode will help you think differently about lead generation, trust, and growth.In this conversation, we cover:✔ Why local service businesses need both brand-building and right-now lead flow✔ What most small businesses get wrong about marketing ROI✔ Why answering the phone well is still a massive competitive advantage✔ How smarter businesses use data to expand into new zip codes and services✔ What today’s buyers expect before they choose who to trust✔ How ServiceDirect has scaled by investing in people, culture, and long-term growthYou’ll learn why answering the phone well is still a competitive advantage, how to think about return on investment beyond the first sale, how local businesses can expand into new zip codes and services more strategically, and why trust is becoming more valuable than information in today’s market.If you run a plumbing company, HVAC business, roofing company, electrical company, or any other local service brand, this episode is packed with insights on how to generate better leads, convert more calls, and grow more intentionally.______________________RESOURCES:Get help finding the right marketing partner. Learn more about ServiceDirect here.

Most businesses are still marketing like it’s 2016.Run some ads.Boost a few posts.Hope the phones ring.But today’s buyer doesn’t move in a straight line — they move across dozens of touchpoints. Search. Social. Streaming. Email. Reviews. Your website. Then back again.That’s the reality of the omnichannel customer journey.In this episode of Humans of Growth, we break down why the old 7-touchpoint myth is dead and what it really takes to win in a world of 30+ interactions before someone converts. We explore how multi-touch attribution changes the way you measure marketing success, and why most businesses are over-investing in ads while under-investing in trust.You’ll learn:✔ Why your website is your most overlooked growth lever✔ How website conversion optimization impacts every other marketing channel✔ The connection between communication quality and closing deals✔ Why race-to-the-bottom pricing is usually a symptom of weak positioning✔ How clean data powers smarter targeting across the entire funnel✔ What a modern customer experience strategy actually looks likeThis conversation isn’t just about dealerships or storefronts — it applies to any local or service-based business trying to grow in a digital-first world.Because growth today isn’t about one great ad.It’s about building a cohesive, trust-driven omnichannel customer journey that works together — from first click to final sale.Let’s dive in.______________________
RESOURCES:Get help finding the right marketing partner. Learn more about PCG Digital here.