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Nir Eyal returns to the podcast to discuss his latest book, Beyond Belief, and the powerful role belief plays in shaping our behaviour, relationships, and decisions. From the difference between fact, faith, and belief to the surprising ways our perceptions influence what we see, Nir explains how beliefs can be consciously changed and why doing so can transform everything from personal performance to company culture. We also explore the role of belief in branding, including how companies like Liquid Death use anticipation to disrupt entire categories, and why the most successful brands don’t just sell products they shape what people believe. Thank you to System1 for sponsoring Uncensored CMO.https://system1group.com/ Timestamps 00:00 - Start01:44 - Why Nir wrote a book about belief?05:57 - How powerful can belief be?10:15 - Believing is seeing12:44 - The three powers of belief14:42 - The difference between fact, faith and belief16:05 - How belief can affect relationships17:10 - How to change your beliefs25:52 - How powerful can beliefs be?28:37 - The cautious power of placebo32:59 - Why Liquid Death used the power of anticipation to disrupt water35:59 - Why brand is so powerful37:40 - How our beliefs literally shape what we see39:42 - Why smart people are more unsuccessful41:59 - How beliefs can improve company culture42:57 - When should you quit?47:08 - Why labelling yourself can be self-limiting50:52 - How to build good beliefs

Today, Jon and Kory break down one of the most misunderstood relationships in marketing: working with agencies. From treating agencies as a true force multiplier to fixing broken relationships, they share practical advice on how to get the best out of your partners, and what to do when things inevitably go wrong. This is a candid look at trust, expectations, and why the best results come when agencies feel like part of your team, not just a supplier. Whether you’re managing an agency or working inside one, this episode will change how you think about the relationship. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps00:00 - Start01:20 - Why agencies can be a force multiplier02:11 - How to fix a broken agency relationship04:12 - How to set your agency up for success08:36 - Bringing your agency into your company13:42 - What to do when things go wrong with your agency18:30 - Be tough in victory and gentle in defeat20:17 - What is the cost of changing your agency?

Danny Alexander, co-founder of Who Gives A Crap, joins us to share how a toilet paper brand became a global challenger business while giving away 50% of its profits to charity. From launching with a viral crowdfunding campaign to capitalising on the global toilet paper shortage, Danny breaks down how the brand combined purpose, creativity, and strong fundamentals to stand out in a commoditised category. We also discuss the realities of scaling a mission-led business, the differences between DTC and retail marketing, lessons from failed launches, and how to build a team and culture that lasts. A brilliant look at what it really takes to build a brand people care about. Timestamps 00:00 – Start00:29 – The founding story of Who Gives A Crap02:55 – The benefits of having three co-founders05:00 – Naming the company07:07 – Innovating in packaging design10:08 – The story behind the emergency roll10:58 – Why they give away 50% of profits12:53 – Convincing investors to support the mission14:38 – The viral crowdfunding campaign17:33 – Capitalising on the toilet paper shortage22:45 – DTC vs retail marketing24:36 – Most effective marketing campaigns27:46 – Biggest challenges and failures30:53 – A failed brand launch37:08 – Hiring great talent38:32 – The five values of Who Gives A Crap41:14 – Advice for aspiring founders

Today, Jon and Kory explore a simple but often overlooked skill: how to actually find inspiration. From brands like Tony’s Chocolonely to supermarkets, subways, and even nature, they break down why the best ideas rarely come from inside your own company. Instead, inspiration comes from changing your environment, staying curious, and being open to unexpected moments. If you’re feeling stuck, this episode is a reminder that great ideas are everywhere, if you’re willing to look for them. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start00:32 - Why Jon is inspired by Tony’s Chocolonely06:45 - Why you need to look outside your company for inspiration08:35 - Finding inspiration in nature10:54 - The importance of changing your context12:56 - Getting inspiration in a supermarket14:33 - Getting inspiration on the metro16:57 - Why you need to be open to be inspired

Walter Susini, former CMO of Coca-Cola Europe, joins us to share what it really takes to succeed inside one of the world’s most iconic brands. From the enduring power of “Holidays Are Coming” to the role of jingles and distinctive assets. We also dive into innovation at Coca-Cola, including the lessons from Coke Zero and the failed launch of Coke Energy, and where brands often get innovation wrong. But beyond marketing, Walter offers a candid look at the political reality of being a CMO, a theme he explores in his book Bullsh*t Inc., an unfiltered guide to how companies really operate behind the scenes. Drawing on decades of experience, he shares why performance alone isn’t enough, how decisions actually get made, and what it takes to survive and succeed inside large organisations.  Get Walter's book here:https://www.amazon.co.uk/BULLSH-INC-Unfiltered-Survival-Corporate/dp/B0G6PVDM11 Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start00:58 - Walter Susini’s career journey02:38 - Why Coke ran the holidays are coming ads for so long?05:51 - The power of distinctive assets for Coca Cola - especially jingles08:34 - Why Pepsi used Coke’s polar bear11:50 - What the data says about the Pepsi polar bear ad15:41 - Why Walter is a “Professor of Practice”18:10 - The failed launch of Coke Energy21:29 - Innovation in the drinks industry: launching Coke Zero23:32 - The sweet spot for innovation25:53 - The political reality of being a CMO34:00 - Why Walter’s book cover is yellow37:11 - Why Walter wrote a book on corporate politics40:29 - How to navigate the politics in a business42:27 - Why you can still be fired if your performance is great44:54 - Performance theatre beats actual theatre47:15 - Why decisions don’t get made in meetings47:57 - Why vulnerability and psychological safety are non-existent in business49:33 - Dealing with buzzword hyperfocus53:39 - How to survive the corporate jungle

Leadership at the top level doesn't come free it costs time, energy, and often the comfort of a predictable life. In this episode, Kory and Jon get honest about what it really takes to lead as a CMO: the personal sacrifices, the travel, the pressure, and the constant balancing act between work and home. From managing time zones on the road to the surprisingly powerful concept of strategic laziness, this is a candid look at what high-performance leadership actually demands, and how to make it sustainable. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start00:39 - What sacrifices do CMOs need to make04:37 - How to balance work with home life06:36 - Managing time zone differences when you travel10:41 - How to apply strategic laziness14:15 - How to lead effectively under pressure from travelling

Last year, I sat down with Jaguar MD Rawdon Glover to unpack one of the most controversial rebrands in automotive history. Now, the car is real and I got a chance to ride around the test track in it. Joined by Rory Sutherland, we travelled to Jaguar’s HQ to experience the new car in prototype form. What followed was a conversation on whether this radical reinvention is genius or madness. We dive into the thinking behind the design, the disappearing trade-offs between performance and comfort, and why Jaguar is deliberately challenging convention. Rory brings his trademark perspective on behaviour and perception, including how to rethink “range anxiety” and what makes a product feel truly desirable. This is a rare look inside a brand attempting one of the boldest transformations in modern automotive history. Timestamps 00:00 - Start01:10 - What has gone into creating the new Jaguar?04:00 - Balancing performance and comfort05:43 - The power of choosing conflicting goals07:51 - Why the new Jaguar is being tested on ice?10:32 - How close is the concept car to the production car?12:54 - Who is the target audience for the new Jaguar?14:30 - The design process of the new Jaguar18:41 - The Spirit of Jaguar Campaign20:46 - Why the metrics for electric cars need to change22:13 - Why the new Jaguar is a bargain at £130,00025:34 - Will petrolheads like this car?26:37 - Why electrification changes the paradigm of what’s possible30:47 - Rory’s pitch for removing battery anxiety33:08 - Why Ferrari and Lamborghini took different approaches to EVs35:21 - Will the new Jaguar be a Waymo?36:27 - How are Jaguar predicting demand for this car?36:41 - How will Jaguar predict demand for the car?37:57 - The marketing plan for the new Jaguar40:57 - Is the residual value of electric cars a worry?42:12 - Customisation options for the new Jaguar46:03 - What would Rory do if he was in charge of Jaguar49:26 - The decision behind the bold car colours

Getting fired is one of the most humbling experiences in business, and one of the most instructive. In this episode, Kory and Jon get candid about the times they've been let go, what went wrong, and the hard-won lessons that followed. Jon in particular has a story or two to share (including getting fired twice in 18 months), and between them they unpack what it really takes to survive and thrive in high-stakes leadership roles. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start01:22 - What Jon learned from being fired twice03:35 - How not to get fired08:20 - How to understand your boss (so you don’t get fired)10:50 - Align yourself with the company, not just personal goals13:11 - How Jon got fired for the second time in 18 months16:12 - Are you the right person to work for a high growth company?17:50 - Be careful where you get hired

It’s not often you meet a CMO who helped build a unicorn from the ground up while creating an entirely new category. Steve Beckett, CMO of Zwift, joined as employee number five and played a key role in turning Zwift into the global sporting powerhouse it now is. In this episode, Steve shares how Zwift balanced performance marketing with brand building, deeply understanding the acquisition metrics while making bold brand bets, including becoming the founding sponsor of the Tour de France Femmes avec Zwift. We also explore how the business scaled through COVID, the bold move to launch their own hardware, and the role brand played in raising capital. This is a conversation about what it really takes to build a category-defining company and why the best CMOs understand both the metrics and the magic. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start02:51 - Steve’s work with team Sky05:05 - Learning about success inside Team Sky07:09 - From Sky to employee number 5 at Zwift08:36 - How Zwift invented the indoor training category13:37 - The behavioural science behind Zwift14:51 - Has anyone turned pro from riding on Zwift?17:18 - How Covid impacted Zwift23:11 - Growing at all costs vs profitability27:28 - Whats it like working for a founder led startup29:50 - How brand helped Zwift raise money32:06 - From selling software to selling hardware34:14 - Why Zwift sponsor the women’s Tour De France38:09 - Advice on how to create a unicorn business

Companies have boards of directors to make big decisions, so why don't individuals? Kory does exactly this in her life, so she breaks down why she does it, how she chose the people to be a part of her board, and the kind of decisions they helps her make. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start01:17 - What is a personal board of directors?04:07 - When to use your board of directors04:51 - What makes a good personal board of directors?06:21 - How to choose your board08:58 - The power of networking11:41 - What not to do with your personal board of directors12:37 - Finding people outside your industry19:09 - Why you learn more deeper into your career

Carly Natalizia, Chief Commercial Officer at Gymshark, joins us to share how one of the UK’s most exciting brands continues to grow while staying close to its community. From starting her career in finance to leading commercial strategy at Gymshark, Carly offers a unique perspective on leadership, growth, and customer obsession. We discuss Gymshark’s rise as a challenger brand taking on global sportswear giants, what it’s like working alongside founder Ben Francis, and how the business balances brand and commercial priorities. Carly also shares lessons on sustainable growth, executing big ideas, and how Gymshark keeps its finger on the pulse of its customers. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timstamps 00:00 - Start01:08 - How Carly went from finance to marketing02:19 - Career advice to Carly’s younger self04:09 - Why Carly moved from finance to retail and the differences between them07:28 - The Gymshark story: taking on the sportswear giants09:02 - What its like working for the UK’s youngest billionaire, Ben Francis15:07 - Carly’s promotion from Chief Digital Officer to Chief Commercial Officer16:01 - How Gymshark stay close to the customer17:21 - How to be an effective leader in the c-suite at Gymshark18:44 - How the Chief Commercial Officer and Chief Brand Officer work together25:04 - How do you maintain sustainable growth26:46 - Gymshark NYC store launch29:25 - The success of Gymshark’s “We Do Gym” campaign31:24 - How to execute great ideas well

e.l.f. lives by the mission of being "a bold disruptor with a kind heart" a refreshing stance when disruption is rarely paired with kindness. Kory explains why kindness is at the core of how e.l.f. operates, what it actually looks like in practice, and what holds most people back from embracing it. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Watch the Uncensored CMO episode with James Watt:https://www.youtube.com/watch?v=rOp1CPZ0CNM Links Unreasonable Hospitality by Will GuidaraG.O.A.T. Wisdom by Dr Brent RidgeTimestamps 00:00 - Start00:53 - Being a bold disruptor with a kind heart03:11 - The difference between being kind and being nice08:02 - Why we should be kind to our competitors09:30 - The science to kindness10:56 - Why fear of embarrassment stops us being kind17:02 - The power of kindness for your career19:08 - Kindness doesn’t have to be big gestures

Zach Kitschke joined Canva as employee number five. Today, the company serves hundreds of millions of users worldwide. In this episode, Zach shares the inside story of Canva’s growth, from the scrappy early marketing that put the company on the map to scaling a brand and product used across the world. We discuss the power of Canva’s freemium model, their bold “Make the Logo Bigger” campaign, and how the company approaches both brand and B2B marketing. Zach also explains how Canva scaled from a team of five to thousands of employees, the leadership lessons he learned from the founders, and how AI is shaping the next chapter for the business. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start00:53 - Being employee #5 at Canva01:46 - The marketing that got Canva noticed at the start03:50 - How big is Canva?04:45 - The challenges growing Canva into a unicorn07:26 - What makes good design according to Canva09:24 - The freemium business model11:46 - Why the Canva founders are giving away 30% of their wealth13:21 - Do Canva invest more in product or brand?14:41 - Canva’s make the logo bigger campaign16:33 - How Canva approaches B2B marketing18:59 - The AI tools that are driving Canva forward22:19 - The most innovative things Zach has done as Canva CMO24:58 - Zach’s tips for delivering a keynote26:59 - Being a CMO scaling from 5 to 5000 employees29:52 - How to run multiple business functions; HR, marketing, customer service31:49 - What Zach has learned from the Canva founders33:32 - How to define the cuture at Canva35:39 - What’s next for Canva?36:35 - What has made Canva so successul?

Every week, Jon and Kory pull back the curtain on the messy, unfiltered reality of building a career on your own terms. Throughout their long and successful careers, they've had their fair share of sh*tty moments and even sh*ttier bosses. From Kory being literally barked orders at in her first job, to Jon being fired after just 3 months at his dream job. These are the moments that make you question everything. But they're also the moments that shape you. Tune in for the lessons, the laughs, and zero sugarcoating. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Watch the Uncensored CMO episode with James Watt:https://www.youtube.com/watch?v=rOp1CPZ0CNM Timestamps 00:00 - Start00:37 - Why sh*tty moments?01:24 - Kory moment #1 - the fire that fuels you04:20 - How to be a good boss05:43 - Jon moment #1 - when to have the hard conversations11:13 - Kory moment #2 - a lesson in de-escalation16:28 - Jon moment #2 - impossible and unreasonable expectations20:59 - Kory moment #3 - be careful of the bridges you burn25:51 - Jon moment #3 - the power of being vulnerable

Jessica Jensen, CMO of LinkedIn, joins us for a high-energy conversation on careers, personal branding, and the future of B2B marketing. We dive into the latest job market data (it might surprise you), the skills employers are actively looking for, and how to grow your personal profile on LinkedIn (which could include posting with flamingo glasses). We also unpack the LinkedIn algorithm, handling negative comments, new features creators and brands should be using, and why B2B marketing absolutely doesn’t have to be boring. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Intro01:04 - Jessica Jensen’s backstory02:02 - The benefits of being a marketer from a non-marketing background02:42 - The difference between B2B and B2C according to LinkedIn03:38 - How to build high-performing teams06:32 - The data on the job market according to LinkedIn10:02 - What skills are employers looking for?12:04 - How do you build a personal brand on LinkedIn (when working for another company)18:25 - 3 tips for building your personal brand on LinkedIn20:04 - What is going on with the LinkedIn algorithm?21:35 - How to make the most of an ever changing algorithm23:16 - Does LinkedIn suppress posts based on gender?26:14 - How to deal with negative comments on LinkedIn28:00 - What new LinkedIn features should people be using?30:48 - What features can brands use to make the most of LinkedIn32:19 - B2B does not have to be boring35:02 - LinkedIn’s billboards poking fun at AI36:21 - How are LinkedIn marketing LinkedIn?41:12 - How are LinkedIn helping younger people get into work43:28 - Addressing the Open to Work badge stigma44:17 - Advice to creators on LinkedIn