{"id":162056,"date":"2026-05-25T16:16:16","date_gmt":"2026-05-25T21:16:16","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=162056"},"modified":"2026-05-25T16:16:17","modified_gmt":"2026-05-25T21:16:17","slug":"from-anxiety-to-action-leading-marketing-teams-through-change","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/from-anxiety-to-action-leading-marketing-teams-through-change\/","title":{"rendered":"From Anxiety to Action: Leading Marketing Teams Through Constant Change"},"content":{"rendered":"","protected":false},"featured_media":162043,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-162056","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260526","expert_source":"contributing_experts","author":87590,"duration":"16 minutes","title":"From Anxiety to Action: Leading Marketing Teams Through Constant Change","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/BxRbUjVF_9A?si=SxM9zYqYt_jJKbc1"},"podcast_iframe":"<iframe style=\"border:0; width:100%;\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/006ae33e-712b-4ab7-aef4-6eacc4826bc9\/99a92fe3-a637-4d3a-a397-c057b06dbf1b\"><\/iframe>","promotional_listen_text":"Listen now on your favorite platform","content":"<b><span data-contrast=\"auto\">How should marketers turn anxiety into action when change becomes the new normal?<\/span><\/b><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">In this episode of\u00a0<\/span><i><span data-contrast=\"auto\">Shift Happens<\/span><\/i><span data-contrast=\"auto\">, host Nasser Sahlool is joined by Jared Hendrickson, Vice\u00a0President\u00a0and General Manager of DAC\u2019s New York office, to explore how marketing leaders can navigate an era defined by AI disruption, budget pressures, shifting platforms, measurement challenges, and rising expectations.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">They unpack why today\u2019s anxiety is not driven by any single change, but by the pace and volume of change happening all at once, from LLM visibility and generative search to emerging ideas such as agentic commerce. Jared explains why leaders need to slow down before they act, bring the right people together, align around outcomes, and build confidence through honest, iterative progress. The core message: in uncertain times, the best marketers do not wait for perfect clarity. They create enough clarity to move, test with purpose, learn quickly, and help their teams turn fear into forward momentum.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span>","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155038,"tip_title":"Anxiety is being driven by the pace and volume of change, not one single shift","tip_content":"Marketing leaders are not dealing with one neat disruption. They are facing AI, budget pressures, shifting platforms, measurement challenges, changing consumer behaviour, and rising expectations all at once. That makes it harder to know what really matters, where to begin, and which changes are meaningful signals rather than distractions."},{"tip_image":155038,"tip_title":"Slowing down can be the quickest way to move forward","tip_content":" When teams feel stuck, the answer is not to rush into action. The smarter first step is to bring the right people together, clarify what the team is trying to achieve, and agree on the next best move. That alignment may feel slower at first, but it helps avoid fragmented efforts, conflicting views, and wasted work."},{"tip_image":155038,"tip_title":"The best leaders create enough clarity to act, not perfect certainty","tip_content":" In a fast-changing environment, waiting for complete confidence can lead to paralysis. Strong marketing leaders are honest about what they know, what is likely to change, and what still needs to be tested. They help teams make progress through small, purposeful experiments, continuous learning, and a culture where people are not afraid to fail."}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to\u00a0Shift Happens,\u00a0I\u2019m\u00a0Nasser\u00a0Sahlool.\u00a0Today\u00a0I'm\u00a0joined by Jared Hendrickson.\u00a0He's\u00a0the vice president and general\u00a0manager of our New York office.\u00a0And objectively,\u00a0Jared\u00a0is\u00a0one of the more interesting people\u00a0that\u00a0I've\u00a0had the pleasure of working\u00a0with at my 16 years here at DAC.\u00a0How long have we worked together\u00a0Jared?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I've\u00a0been here for 13 years now.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">13 of my 16 years.\u00a0So\u00a0you've really\u00a0kind of shaped\u00a0my time\u00a0here.\u00a0We've\u00a0gone through\u00a0a whole kind of narrative arc,\u00a0you know, friends became enemies, enemies\u00a0became enemies, bigger enemies,\u00a0and then they became friends again.\u00a0But joking aside,\u00a0Jared is one of the people who\u00a0has the\u00a0twitchiest\u00a0radar\u00a0in kind of marketplace\u00a0shifts,\u00a0landscape shifts, client challenges,\u00a0and aside\u00a0from being exceptionally good\u00a0at his job, is\u00a0actually\u00a0someone\u00a0I\u00a0consider a\u00a0really good\u00a0friend,\u00a0on good days anyway, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yes.\u00a0\u00a0Well thank you, Nasser.\u00a0That was a very lovely introduction,\u00a0and\u00a0the feeling is mutual.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0as good\u00a0as\u00a0it'll\u00a0get for this episode.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0And I do have lots of photographs of us\u00a0when we both had hair.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you.\u00a0Maybe we'll\u00a0share that at some point.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Maybe. Maybe not.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Jared, one of the reasons\u00a0why we wanted you on today's\u00a0episode is I feel like\u00a0it's\u00a0a very anxious\u00a0time, right?\u00a0\u00a0People out there are struggling\u00a0with enormous anxiety as it relates\u00a0to AI, budget pressures, changing\u00a0platforms, measurement going\u00a0away\u00a0right?\u00a0Higher expectations.\u00a0And\u00a0so\u00a0when\u00a0you're\u00a0talking to clients\u00a0or teams,\u00a0where do you see most of that\u00a0anxiety showing up?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well,\u00a0I'd\u00a0say, you know, anxiety\u00a0if you look at the root of it,\u00a0it's\u00a0based in fear, right?\u00a0What am I missing?\u00a0What am I not doing?\u00a0Is this something\u00a0I'm\u00a0capable of understanding?\u00a0You know, all those questions come up\u00a0especially, you know, for more lay folks\u00a0like you and I that\u00a0don't\u00a0have a degree\u00a0in tech, as you would say.\u00a0So right now,\u00a0it's\u00a0all amplified\u00a0because of the, you know, velocity\u00a0as a word that we use here.\u00a0Right? The velocity of change.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0it's\u00a0not one thing\u00a0I\u00a0have to\u00a0figure out,\u00a0or\u00a0two things.\u00a0It\u2019s\u00a0a lot of things going on at once.\u00a0And I think not only figuring that out,\u00a0but in your own head, trying to figure out\u00a0where you start is a\u00a0is a big piece of it right now as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:\u00a0\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So where do you think it comes from most?\u00a0Is it primarily\u00a0the speed of the velocity of this, or\u00a0is it figuring out what changes\u00a0actually matter?\u00a0Because one of the things about\u00a0our industry is\u00a0we're\u00a0really good\u00a0at latching onto shiny things.\u00a0And, you know, remember the metaverse?\u00a0That was awesome.\u00a0I think I\u00a0think you created\u00a0a lot of anxiety internally about it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">This is the metaverse\u00a0we're\u00a0in right now, isn't it?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0you're\u00a0a savant. What can I say.\u00a0But you know, being able to\u2026\u00a0is that a challenge?\u00a0Does that create anxiety in terms of\u00a0not knowing\u00a0whether something matters or not?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yes.\u00a0I mean, you\u00a0don't\u00a0want to be\u00a0the boy who\u00a0cries\u00a0wolf\u00a0too often and\u00a0what's\u00a0important\u00a0or\u00a0what's\u00a0not important. You know, I think the way we try to engage\u00a0that a lot is by what\u00a0we're hearing from other people\u00a0especially\u00a0clients right now,\u00a0you know, with all the\u00a0talk of AI and\u00a0LLMs\u00a0and\u00a0you know, then hearing stuff\u00a0about\u00a0 agentic\u00a0search\u00a0and\u00a0agentic\u00a0Commerce is here.\u00a0Well,\u00a0not quite so\u00a0fast.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And, when you start\u00a0thinking about it, especially around agentic\u00a0commerce,\u00a0you know, the potential impacts\u00a0on the media landscape or how businesses\u00a0run, it could be quite profound, right?\u00a0Again, not tomorrow, but in the future.\u00a0So\u00a0you\u00a0don't\u00a0want\u00a0to\u00a0\u00a0miss\u00a0being prepared for that.\u00a0And I think\u00a0it's\u00a0really choosing,\u00a0you know, right now at least where\u00a0you're\u00a0going to place your bets and where\u00a0you're\u00a0going to prepare for first.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And of course, you know, this is all in\u00a0the context of massive economic disruption\u00a0and, you know, real concern,\u00a0real fear in a lot of instances.\u00a0And people\u00a0don't\u00a0want to be wrong.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared;<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, you\u00a0don't\u00a0want to be wrong.\u00a0You\u00a0don't\u00a0want it to be three, six months\u00a0a year out and say, you know,\u00a0why didn't we think of that?\u00a0Or why didn't you tell us about that?\u00a0Or, you know, and some of it is looking\u00a0into a crystal ball, but\u00a0the biggest way, you know, what\u00a0we're\u00a0trying to do with folks right\u00a0now is looking at the different elements\u00a0and pieces.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">If we want to talk about,\u00a0you know, your brand's visibility\u00a0and presence on\u00a0LLMs, right?\u00a0You know, how we were talking about that\u00a0six months ago is\u00a0very different\u00a0than from how we are today. And the challenge\u00a0with trying to chase a technology\u00a0or a platform\u00a0that's\u00a0evolving at rapid\u00a0speed, is it too is constantly changing.\u00a0So\u00a0the change is changing.\u00a0So that's anxiety about the change\u00a0and then anxiety about\u00a0how the change is going to change.\u00a0So\u00a0it just all\u00a0amplifies and\u00a0snowballs itself, and you\u00a0can't\u00a0let yourself get\u00a0wound up in that.\u00a0<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">Or you do nothing<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">and have nothing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That was\u00a0almost like\u00a0a Donald Rumsfeld<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">reference<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">there about unknown knowns<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">and known unknowns<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It was.\u00a0\u00a0I'm\u00a0starting to sound like your\u00a0previous\u00a0guest\u00a0Dan here\u00a0a little bit.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh. God forbid.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Jared, one of your superpowers\u00a0is turning anxiety into action.\u00a0What is\u00a0the first thing that a marketing leader\u00a0should do when their team feels stuck\u00a0or paralyzed in uncertainty?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, this is going to\u00a0actually be\u00a0counterintuitive\u00a0to some of the other,\u00a0things that\u00a0I've\u00a0been saying.\u00a0But slow down\u00a0first\u00a0right?\u00a0You know, when a team is discombobulated\u00a0or\u00a0confused,\u00a0it's\u00a0usually\u00a0because they\u00a0don't\u00a0have clear direction on\u00a0what to do next or a unified direction\u00a0on what to do next.\u00a0So\u00a0I'd\u00a0say slow down first.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Secondly, right now is getting\u00a0the right group of people together\u00a0to have a discussion. You see\u00a0a lot of times with\u00a0two individuals\u00a0having a thought about their opinions\u00a0and deciding\u00a0everything's\u00a0right,\u00a0and then a third coming along\u00a0two days later and saying, no,\u00a0you've\u00a0got that completely wrong, right?\u00a0How often does that happen?\u00a0So\u00a0slowing down, getting the right folks\u00a0together and then going through,\u00a0you know, a basic\u00a0list of questions, trying to understand,\u00a0you know, what are we trying to do?\u00a0Why?\u00a0Do we have the right people here?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Somebody might say,\u00a0oh no, we need X, Y, or Z.\u00a0It's\u00a0like,\u00a0all right, well,\u00a0we'll\u00a0get them right.\u00a0And then collectively\u00a0forming a plan of what to do next.\u00a0You know, rather than\u00a0letting\u00a0individuals\u00a0kind of go\u00a0off on their own and come back.\u00a0Everybody's\u00a0going to have different\u00a0thinking then.\u00a0So\u00a0it's\u00a0aligning that team and\u00a0getting a\u00a0group agreement right, on what our right\u00a0path forward is, because we all know where\u00a0we're\u00a0where\u00a0we're\u00a0going.\u00a0And\u00a0that's\u00a0very\u00a0important\u00a0right now\u00a0to stay aligned\u00a0and end up with something\u00a0rather than little bits of nothing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And while consensus\u00a0sometimes gets a bad rap,\u00a0at least what it does is it\u00a0gives perspective\u00a0and the idea that\u00a0it's\u00a0been thought\u00a0through from different perspectives.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, absolutely.\u00a0\u00a0And it might slow you down at first,\u00a0but it\u00a0definitely leads\u00a0to better outcomes\u00a0in a\u00a0more timely\u00a0manner.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">100%.\u00a0Yeah.\u00a0I remember once a client saying to me,\u00a0don't tell me that you're going\u00a0to come back\u00a0in three months and tell me what to do\u00a0with the rest of my year,\u00a0because every week that goes by,\u00a0I fall 6% further behind my number.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Correct?.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So doing something is better than just\u00a0sitting there and being paralyzed.\u00a0But you need to do it\u00a0in an informed way.\u00a0So how do you know when a team is being\u00a0appropriately\u00a0cautious and measured\u00a0and careful, versus when fear is slowing\u00a0them down entirely and paralyzing them?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I\u00a0don't\u00a0know,\u00a0it's\u00a0difficult because\u00a0things\u00a0always seem to take\u00a0too long\u00a0right?\u00a0And, you know, where were we yesterday?\u00a0\u00a0I think as long as\u00a0we're\u00a0looking at things\u00a0and thinking about today\u00a0what\u00a0we're\u00a0going to do\u00a0differently tomorrow.\u00a0As long as\u00a0that mindset is being applied\u00a0right?\u00a0And\u00a0we're\u00a0taking learnings\u00a0and expanding upon it,\u00a0not just dwelling\u00a0on what may or may not be the right way to look at something\u00a0or to do something that you can feel the progress in that regard\u00a0through the conversation.\u00a0And especially,\u00a0in the instances where\u00a0we're\u00a0able to\u00a0in certain\u00a0new technologies, partner with clients\u00a0as part of their teams, trying\u00a0to figure all this out to and make change. In some instances,\u00a0broader change in an organization,\u00a0the daily\u00a0process\u00a0and the inertia behind\u00a0that is\u00a0probably the\u00a0biggest measure of\u00a0if\u00a0something's\u00a0not moving\u00a0fast enough.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And some of it\u00a0isn't\u00a0necessarily\u00a0the number of widgets\u00a0that\u00a0you're\u00a0producing right now.\u00a0I think\u00a0actually a\u00a0lot of it\u00a0is an understanding to, of what needs to be done\u00a0rather than the work outputs itself.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So small incremental improvements,\u00a0but consistently every day versus\u00a0wait, wait, wait,\u00a0wait,\u00a0wait, do\u00a0nothing\u00a0and then do it all at once.\u00a0Correct?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Correct. Yep.\u00a0Yeah, and another piece of that too is,\u00a0you know, the waterfall approach\u00a0just\u00a0doesn't\u00a0work\u00a0right? Over\u00a0to\u00a0the content team to the SEO team, back to the copy team.\u00a0Right\u00a0now\u00a0again\u00a0because it does move faster\u00a0it's\u00a0groups of people working together,\u00a0and not certain individuals\u00a0giving direction to others on\u00a0what should or should happen next.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0people look for confidence,\u00a0and the market is not giving us\u00a0signals around what the right path is.\u00a0How do you build trust\u00a0in that environment?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You know, on a lot of topics today\u00a0and this extends from\u00a0new media platforms, new campaign types,\u00a0how ads are working in\u00a0ChatGPT versus Gemini.\u00a0We go into presentations now\u00a0and say this is what we think right now.\u00a0This is our best understanding based\u00a0on the talent and the people that we have.\u00a0They're\u00a0really smart\u00a0about all this stuff.\u00a0One thing I can guarantee you is that in\u00a0six months this will be different.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think that honesty and saying\u00a0we're\u00a0trying to figure this out together\u00a0is the best thing\u00a0you can do around this, right?\u00a0For two reasons.\u00a0One,\u00a0we've\u00a0seen plenty of AI companies\u00a0founded in\u00a0and\u00a0shut down in the last 12 months.\u00a0There is no solution\u00a0or there is no formula right now.\u00a0Like I said,\u00a0it's\u00a0evolving\u00a0because the change is changing, right?\u00a0So\u00a0I think that honesty and going\u00a0in, knowing\u00a0that things are going to change,\u00a0and presenting\u00a0a team of people that are going to be best\u00a0equipped to adapt with\u00a0that is the strongest thing you can do\u00a0right now when you're talking to folks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I'm\u00a0happy that\u00a0you're\u00a0talking about\u00a0people because as a general manager,\u00a0you\u00a0are responsible for\u00a0strategy, you\u00a0are\u00a0responsible for\u00a0delivery,\u00a0but most of all,\u00a0you're\u00a0responsible\u00a0for people.\u00a0And how do you keep a team of people\u00a0motivated\u00a0and action-oriented in a time of change and anxiety?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think by\u00a0instilling the notion of that, you know,\u00a0of\u00a0not being afraid to fail, right?\u00a0I've\u00a0seen too many things including today, what do we do next?\u00a0Well, we\u00a0have to\u00a0do this.\u00a0And I was like, okay,\u00a0we'll\u00a0just\u00a0go do\u00a0it.\u00a0Well,\u00a0I'm\u00a0not\u00a0really sure.\u00a0Right, well\u00a0let's\u00a0just do\u00a0it\u00a0and see?\u00a0\u00a0I think that making sure folks\u00a0aren't\u00a0walking around on eggshells\u00a0or afraid to make mistakes\u00a0is\u00a0probably the\u00a0biggest motivator, right\u00a0now? Or food.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0on that,\u00a0food aside,\u00a0how do you create an environment\u00a0where people are\u00a0aren't\u00a0afraid to fail?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I talk to them about my own experiences,\u00a0right?\u00a0And failures and books\u00a0that have been written about,\u00a0you know, making mistakes\u00a0quickly.\u00a0One of the things\u00a0we talk about on our teams\u00a0is this notion that\u00a0we're\u00a0all here\u00a0getting paid to learn right now.\u00a0\u00a0And how great is that?\u00a0You've\u00a0got the opportunity\u00a0to sit here, understand something new, learn about\u00a0it\u00a0and take it with you\u00a0wherever you go.\u00a0We're\u00a0paying you right now not to have\u00a0the answers, but to figure it out.\u00a0And that mindset,\u00a0I think makes people comfortable, right.\u00a0Less stress and more willing\u00a0to\u00a0be open to\u00a0new ideas\u00a0or new ways of thinking about things\u00a0and new ways of working together too.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Jared,\u00a0if a marketer is listening to this episode\u00a0and they feel overwhelmed by change,\u00a0what are the first three questions\u00a0that they should ask themselves\u00a0when they wake up tomorrow morning?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You know,\u00a0I'd\u00a0start out with\u00a0how\u00a0you\u2019d\u00a0ask yourself a question\u00a0about any marketing initiative, right?\u00a0What are the intended outcomes\u00a0of\u00a0any effort?\u00a0And I start with that.\u00a0And the reason\u00a0I'd\u00a0certainly start with\u00a0that as leading to the second question\u00a0of, you know, are we comfortable\u00a0looking at this as not necessarily\u00a0something\u00a0we're\u00a0doing for\u00a0tomorrow\u00a0right?\u00a0But\u00a0that's\u00a0going to\u00a0benefit\u00a0us\u00a0in the future.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We have,\u00a0especially in the e-commerce\u00a0space, you know every client is\u00a0worried about revenue,\u00a0ROAS, net new customer growth, and\u00a0very\u00a0specific\u00a0KPIs that\u00a0we've\u00a0been trained\u00a0and ingrained to our heads.\u00a0Sell more of this.\u00a0\u00a0Is that at the bottom of the brief\u00a0right now?\u00a0You know,\u00a0ultimately it\u00a0you know, it is.\u00a0But I think, you know,\u00a0what's\u00a0the outcome, the\u00a0time frame.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And then the third is, you know,\u00a0it's\u00a0probably\u00a0very obvious, right?\u00a0But what are our measurement goals here.\u00a0And\u00a0in a lot of the new\u00a0AI emerging platforms\u00a0or generative search actions\u00a0that people are taking.\u00a0You know, those KPIs of measurement\u00a0may be a little bit different, right?\u00a0And\u00a0we're\u00a0starting to talk\u00a0as some as potential leading indicators\u00a0that\u00a0are going to pay off\u00a0in the future.\u00a0But\u00a0they're\u00a0very important\u00a0now for the business\u00a0and this is why. So\u00a0yeah\u00a0those would be the three\u00a0big ones.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I would agree with that.\u00a0And I think\u00a0maybe one\u00a0to consider\u00a0as an\u00a0additional\u00a0item,\u00a0maybe because the technology today\u00a0allows for rapid prototyping and testing,\u00a0like\u00a0what's\u00a0the one thing that you would\u00a0do as a test to move the business forward\u00a0incrementally tomorrow?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, absolutely.\u00a0And\u00a0I would\u00a0agree with that.\u00a0And like I said before,\u00a0every day you should be thinking about\u00a0and trying something different right now. Or at least have a different\u00a0thought or opinion\u00a0that\u2019s\u00a0probably\u00a0slightly\u00a0more informed\u00a0than it was yesterday, more than ever.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, that sucks for someone like me\u00a0where I have no original ideas.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">None.\u00a0None at all\u00a0other than this podcast,\u00a0which is phenomenal.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Wasn't\u00a0even my idea.\u00a0Thank you very much.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Fantastic.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Jared,\u00a0let's\u00a0round this out\u00a0by completing\u00a0this\u00a0sentence. When shift happens, the best leaders\u2026<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Have plenty of toilet paper.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0that's\u00a0why we have you on the show.\u00a0So\u00a0that's\u00a0the shift folks.\u00a0Uncertainty is not going away.\u00a0AI platforms, budgets, measurement,\u00a0consumer behavior will keep changing.\u00a0But the best marketing leaders\u00a0don't\u00a0wait for perfect clarity.\u00a0They create enough clarity to move.\u00a0They ask better questions,\u00a0focus on outcomes, test with purpose,\u00a0and help their teams and clients\u00a0turn anxiety into action.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen.\u00a0Follow\u00a0Shift Happens, leave us a review\u00a0and share this episode with your team.\u00a0If you have any questions for the podcast,\u00a0please email us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">,\u00a0we'd\u00a0love to hear from you.\u00a0Jared, thank you for joining us.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jared:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you Nasser. It was a pleasure.\u00a0I look forward to spending\u00a0the next few days with you here too.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Me too Jared. Thank you very much for listening\u00a0and watching wherever you are.\u00a0I'm\u00a0Nasser\u00a0Sahlool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"contributing_experts","expert":3644},{"expert_source":"contributing_experts","expert":3682}],"external_links":{"youtube_link":"https:\/\/youtu.be\/BxRbUjVF_9A?si=SxM9zYqYt_jJKbc1 ","amazon_link":"https:\/\/music.amazon.com\/podcasts\/ec3b53d6-881d-4c41-a030-997f22d95df4\/episodes\/d220e342-2c3e-4a7c-8f92-1529a5bb3d60\/shift-happens-from-anxiety-to-action-leading-marketing-teams-through-constant-change ","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/from-anxiety-to-action-leading-marketing-teams-through\/id1533975355?i=1000769500641 ","spotify_link":"https:\/\/open.spotify.com\/episode\/6JVr1PfXvMfeRvJfDYrC6y?si=02873f19223641a0 "}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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