Bullhorns and Bullseyes

Few guests fit more naturally into the fading remnants of Season 2 of Bullhorns and Bullseyes than Kristian A. Alomá, PhD, founder and CEO of Threadline and author of Start with the Story: Brand-Building in a Narrative Economy. Kristian joins Tom and Curtis to unpack why consumers use brands to tell stories about identity, not just satisfy needs. He explains his Brand STORY Framework, the psychology behind loyalty, and how narrativ...

In this episode, Tom and Curtis welcome Jesse Flores, Founder and Chief Web Pro at SuperWebPros, for a wide-ranging conversation on the fast-moving world of AI. From his first “this is different” moment with ChatGPT to the rise of personalized, conversational websites and open-source tools that let small teams punch above their weight, Jesse offers a front-row look at how AI is transforming business today—and where it’s headed next...

In this episode, Tom and Curtis sit down with Mike Iley, COO of LoVasco Consulting Group, to unpack how the StoryBrand framework—and its roots in the Hero’s Journey—helped LoVasco shift from “look at us” to “we’re your guide,” clarifying their message across the website, sales, and internal comms. Expect practical, no-jargon advice on naming your customer’s problem first, using stronger calls to action, and painting the “success vs...

In this episode, Curtis and Tom sit down with Gini Dietrich, founder and CEO of Spin Sucks and creator of the PESO Model®, to talk about how communications leaders can adapt in today’s “zero-click” reality. From rethinking attribution to building visibility with AI in mind, Gini shares why the PESO framework is no longer just a model, it’s becoming an operating system for modern marketing. The conversation covers how consumer journ...

Curtis and Tom sit down with Brendan Norman, CEO and co-founder of Classify, to talk about the future of digital advertising and why contextual targeting is making a comeback. Drawing from his experience launching Facebook’s Audience Network and scaling it to $3B in revenue, Brendan explains how Classify uses AI to go deeper than keywords and categories—ensuring the right ad shows up against the right content.

The conversation cover...

Curtis and Tom welcome Nolan Reiter, Employer Branding Strategist at Scout Design, to unpack what employer branding really means…and why it matters now more than ever. Nolan shares how he helps companies move beyond job ads and recruitment campaigns to build authentic candidate experiences that align with culture and brand strategy. Nolan shares insights from client projects across industries, discusses candidate “moments that matt...

Funnel-based storyteller returns to the podcast to have a little fun. Challenge, with Curtis as “the client,” can Josh and Tom retell a fictitious brand’s story on the fly, with little input and using only their aligned methodologies? Tom’s going to encourage Curtis to lead with his client’s WHY; and Josh is sure to align the messaging with the tried-and-true sales/marketing funnel. Will they outperform AI in the process? Tune in t...

“Authentic” and “Storytelling” aren’t in “scare quotes” in the episode title. They are actually quoting two of the central themes of Season 2. (Also quoting Curtis a lot, we might add.) In this episode, he and Tom welcome Megan Sweigart from Kinetic Marketing Communications to thoroughly explore the significance of authentic storytelling in marketing. They discuss the innovative collective agency model (something we hold near and d...

Tom finally gets his pudding and Curtis acquiesces. In this fun episode, we dive deep 🛎️ into the origins and evolution of a podcast launched to focus all on Yacht Rock. But this much more than exploring 🛎️ how he and his co-host—this week’s guest, Tom’s brother John—discovered the genre, the creation of modern Yacht Rock music, and their love of the music. No, this i all about the strategies they employed to join a community, nu...

Tom and Curtis welcome Will Leach, best-selling author of Marketing to Mind States, to the show to explore the importance of understanding consumer behavior through the lens of behavioral psychology and neuroscience. Will discusses his Mind State Model, which emphasizes the significance of non-conscious factors in decision-making and how marketers can leverage this understanding to create more effective messaging. The conversation ...

Consultant, author and educator Mark Schaefer joins the podcast to discuss his new book, "Audacious: How Humans Win in an AI Marketing World.” Tune in to learn how to avoid the "economics of dull” and stand out in a world increasingly proliferated by the mundane. Mark emphasizes the need for courage in marketing, the significance of storytelling, and the role of community in building connections. The discussion also touch...

In an episode replete with acronyms, Tom and Curtis welcome Nikki Little and Lexi Trimpe of Franco discuss the evolving landscape of public relations in the context of AI and digital marketing. They explore the significance of the PESO model, the resurgence of earned media, and the importance of quality content in the age of AI. They explore how information discovery is shifting, the necessity of personalization, and the implementa...

Tom and Curtis Hays engage Joel Waldman, founder of Yak AI, to discuss the evolving landscape of local SEO and the critical role of Google Business Profiles. The conversation delves into the impact of AI on marketing strategies and the necessity for businesses to adapt to new consumer behaviors. Joel shares actionable insights for small to medium-sized business owners to enhance their online presence and drive growth.

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Curtis and Tom welcome Jared Gibson, co-founder of Outworks, to the show to discuss the importance of founder-led content in today's digital landscape. They explore the shift from company-centric marketing to personal branding, especially in the wake of the pandemic. The conversation delves into the challenges of maintaining reach on LinkedIn, the significance of quality content over sheer numbers, and the evolving buyer journe...

In this episode, Tom and Curtis explore key foundational concepts of marketing and demonstrate how they use various models — one traditional, one transformational, and one original — to construct campaigns, measure success, and message effectively. They begin with the traditional sales funnel (AIDA) and the importance of understanding the customer journey. They then discuss the RACE framework and the importance of aligning metrics ...

Tom and Curtis delve deeply this week into the intricacies of content marketing, emphasizing the importance of storytelling, understanding the audience, and the concept of the hero's journey in marketing. The conversation highlights the need for businesses to connect emotionally with their audience and to understand their journey in order to effectively communicate their value proposition. The dialogue explores the significance...

Curtis and Tom welcome Dani Dufresne, Executive Producer and Founder of The Aux Company, to explore the evolution of the agency model. Dani emphasizes the importance of building an audience, rather than just having customers. The group discusses and debates insights on community engagement, the significance of branding before marketing, and the need for data-driven decisions in marketing strategies. The conversation also touches on...

In this episode, Tom and Curtis discuss the recent Google Marketing Live 2025 event, exploring Google's innovative strategies in marketing, the evolution of search, and the impact of AI on user behavior and content discovery. They emphasize the shift towards intent-based marketing and the importance of understanding consumer needs in the digital landscape, particularly through platforms like YouTube. They also emphasize the imp...