Create or Destroy: Reimagining Marketing with Seth Matlins

Create or Destroy: Reimagining Marketing with Seth Matlins

Each week, marketing maestro Seth Matlins is joined by the most influential thinkers across business and culture for unvarnished, actionable, and frequently irreverent conversations on the forces that shape how value is either created or destroyed. From product decisions, supply chain, and capital allocation, to cultural and economic shifts, competitive dynamics, technological disruptions, and internal structure – each one is a marketing force, affecting whether value is created or not, and whether a customer stays or goes. It's a business show. It's a marketing show. Create or Destroy is the show that argues they’ve always been the same thing. From the Vox Media Podcast Network and the Wisdomous Company.

Episodes

Musa Tariq on How Short-Term Growth Can Disguise Bad Strategy

August 25, 2026 • 78 mins
Early in his career as a social media coordinator at Burberry, Musa Tariq spent six figures to livestream a 2008 Burberry fashion show that, despite hopes of reaching one million viewers,  delivered only 673. While it looked (and felt) like a failure and the end of his job, Burberry CEO Angela Ahrendts recognized it as a first of its kind that needed time to grow.  For him, this was a defining lesson in resisting short-t...
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LVMH’s Mathilde Delhoume-Debreu | From Diapers to Dior: Value Creation Across Industry

August 18, 2026 • 57 mins
LVMH’s Mathilde Delhoume-Debreu spent 30 years at Procter & Gamble before becoming the Global Brand Officer across the luxury behemoth’s 75 independent Maisons, which means she's navigated a spectrum of value creation across categories and has come to deeply understand what separates brands that drive value enduringly from those that don’t. In this episode, she and Seth dig into how repositioning Pampers fr...
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JPMorganChase CMO Carla Hassan, on What Happens When the Product Doesn't Speak for Itself

August 11, 2026 • 71 mins
Having previously led marketing at physical-product giants like Kellogg, PepsiCo, and Toys "R" Us, JPMorganChase CMO Carla Hassan offers a unique perspective on what changes when your product becomes completely intangible. When 84 million customers entrust an institution with their savings and financial futures, trust isn't built on a retail shelf, it’s created or destroyed in the quiet consistency of 320,000 employees and 5,...
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Bose CMO Jim Mollica on The Number One Predictor of Value Creation

August 4, 2026 • 62 mins
Some of the Italian luxury audio brand Sonus Faber’s speakers are made with a window on the top so buyers can see every detail of their handcrafted interior. Because as Jim Mollica, CMO of Bose and President of the company’s Luxury Consumer Audio division puts it, everything matters and everything communicates. This conviction, that what a company chooses to care about when nobody's watching compounds into pricing power...
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Rocket Companies CMO Jonathan Mildenhall, on The Business Case for Creating an Iconic Brand

July 28, 2026 • 61 mins
Jonathan Mildenhall has spent his career believing that brands can be bigger than their categories. In a storied career, he helped create “Open Happiness” at Coca-Cola, which became the brand's most profitable platform in its history; at Airbnb, he wrote a white paper for Brian Chesky and the Board titled "The Business Case for Building an Iconic Brand," and four years later he’d proven the case and was managing a...
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LinkedIn CMO Jessica Jensen on The True Math of Value Creation

July 21, 2026 • 55 mins
LinkedIn CMO Jessica Jensen calls herself a "painter with an abacus"—which might just be the most perfect shorthand for what a modern marketing leader should be. She grew up writing advertising jingles at the kitchen table with her father, a creative director at DDB, and her mother, a speech and language teacher. This unique combination of rigorous quantitative training and a deep passion for artistic expression runs through ...
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Gary Vaynerchuk: Fighting Your Customer Never Creates Value

July 7, 2026 • 49 mins
Gary Vaynerchuk was an early investor in Facebook, Twitter, Snapchat, Coinbase, and Uber, founded VaynerMedia, and is one of the most recognizable voices in marketing and business. In this wide-ranging conversation, he and Seth get into what Gary has learned from sitting across from hundreds of founders about the patterns separating value creators from capital destroyers (including the answer he rarely gives publicly about what con...
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Zoe Scaman on The Unseen Source of Value Destruction

June 30, 2026 • 54 mins
For this episode, Seth sits down with strategist Zoe Scaman, who has spent two decades working inside and alongside companies like Droga5, Lego, Netflix, L'Oreal, Tesco, and with Mark Cuban and Luka Doncic. Their conversation covers a lot of ground from why brands don't create meaning but rather create the conditions for it; why misaligned incentives are the single biggest source of value destruction; why she believes executive lea...
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Kraken's Mayur Gupta, on Creating Value When Product Isn’t Enough

June 23, 2026 • 52 mins
Mayur Gupta is an engineer who spent eight years writing code before he ever touched marketing, and that beginning shapes everything about how he thinks about value. Across 26 years at Spotify, Kimberly Clark, Gannett, and now as Chief Growth and Marketing Officer at Kraken, he's lived the same inflection point repeatedly, the moment a product-led company that grew to enormous scale without traditional marketing finds growth slowin...
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Qualcomm's Don McGuire, on How A Narrative Shift Created 89% More Value

June 16, 2026 • 70 mins
In Silicon Valley, value can be created or destroyed with every new technology and product innovation. Over his career, Don McGuire, EVP and CMO of Qualcomm, has seen waves of value creation and destruction. From Don’s POV and experience, the most significant destructive force in tech comes from complacency – companies wary of disrupting short-term profits trot out the same gameplan quarter after quarter. As a result, ...
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Adobe's Lara Balazs On Orchestrating Value Creation

June 9, 2026 • 52 mins
This week, one of the central ideas of Create or Destroy gets flipped: namely, that product is marketing. Every single product decision is ultimately a marketing decision, and it either contributes to value creation or value destruction. Lara Balazs, Chief Marketing Officer and EVP of Global Marketing at Adobe, agrees with that thesis, but says we need to think of marketing as product too. And like a physical or digital product, y...
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Paulie Dery on Why Every Decision is a Brand Decision

June 2, 2026 • 54 mins
From Yeti to Uber and now as CMO of global wellness company AG1, Paulie Dery has built value for companies whose products could easily be commoditized, but weren’t. Having started his career on the agency side as a copywriter, Paulie understands that to stand out in a sea of competitors, you need a strong brand and creative, to maintain customer trust and to instill pride in the building. A strong brand allows performance to ...
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Soyoung Kang on the Architecture of Value Creation

May 26, 2026 • 71 mins
Well before she was CMO, and now President, of eos Products, Soyoung Kang was an architecture student at MIT, where, she tells Seth, she learned less about buildings and more about how people move through space. She's been applying that same lens to building value creation systems ever since, across a career taking her from BCG to retail operations at Victoria’s Secret and Bath and Body Works, to leading a brand and business ...
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David Axelrod on How to Rebuild the American Brand

May 19, 2026 • 53 mins
Fundamentally, a political campaign isn’t all that different from a business – it’s an enterprise where every decision either builds value with voters or destroys it, and the voters are customers who only get to buy what you're selling, on just one day. This week’s guest is legendary political strategist David Axelrod, who was President Obama’s chief strategist and senior advisor. Currently he’s...
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Nick Tran on How One Marketing Decision Created More Value Than Any Campaign

May 12, 2026 • 61 mins
Nick Tran has been one of global marketing's most influential voices for over a decade, from Taco Bell to Hulu and serving as TikTok's first Global CMO when it became Ad Age's Marketer of the Year. Now, as both President and CMO of the joint venture relaunching Cîroc Vodka and Lobos 1707, he's rebuilding a brand whose defining association became a liability while scaling another. For Nick, the value creation equation can ...
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Create or Destroy: Reimagining Marketing with Seth Matlins

May 5, 2026 • 1 min
It's a business show. It's a marketing show. Create or Destroy: Reimagining Marketing is the show that argues they’ve always been the same thing. Coming Tuesday, May 12. Follow now on YouTube or wherever you get your podcasts. Learn more about your ad choices. Visit podcastchoices.com/adchoices
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