Patrika Alis Cheston joins Innovator Insights to break down a topic every founder needs but few talk about: how to market products that aren’t naturally “sexy.”

From legal tech to compliance tools to infrastructure no one ever sees, Patricia has built a career turning complex, overlooked, or “boring” offerings into memorable, experience-driven campaigns. In this conversation, she shares how brands can stand out by focusing less on funnels and more on how people feel when they interact with you.

We dig into:

• Why experiential marketing works even for the driest industries
• How to create emotional relevance for technical products
• The danger of over-focusing on features instead of the human problem
• The rise of authentic, human-led marketing in an AI-saturated landscape
• Patricia’s journey through startups, agency life, and women in tech
• How democratized entrepreneurship is reshaping access and opportunity

Whether you're building a tech platform, a hardware product, or a service company, Patricia’s insights will help you rethink how your brand shows up, and why the experience around your product might matter more than the product itself.