In the age of AI-generated content, content repurposing, and ideas being “created” with a screenshot of your site, the question of ownership is more urgent than ever:

How do you protect what you’ve created when so much of what you’re creating lives online?

In this episode of Aggressively Human, we’re joined by Erin Austin, founder of Think Beyond IP, to dig into what intellectual property really is, what you can protect, and how to turn your expertise into an asset—not just a deliverable.

If you’ve been asking, “How do I protect my ideas?”—this is the episode for you.

* What counts as intellectual property under U.S. law (and what doesn’t)

* The difference between copyright, trademark, patent, and trade secret

* “But what if someone steals my stuff?”

* The moment a copyright becomes enforceable (and how to register it)

* What happens when you use AI to write, create, or ideate (and what that means for copyright)

* Why most service providers accidentally give away their IP in contracts, and how to fix it

* When and how to cite your sources ethically (even when it’s not legally required)

* How IP turns your expertise into leverage, whether you're licensing, scaling, or stepping out of the room

About our Guest

Erin Austin, LinkedIn

Think Beyond IP AI Workshop

Want to be the first to know when the next Masterclass cohort opens? Join the Priority Access List to receive early notifications and secure your spot before public enrollment opens. The paid masterclass is a three-session live training designed for experts with corporate clients who want to harness AI confidently—without legal headaches. Space is limited to ensure a premium, high-value, small-group experience so you get in depth, practical tools and expert legal guidance.

Other Resources

The Rookie Song

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

More money. More growth. More scale. It’s not enough to be a six-figure business, you have to be a “seven-fig mentor” and even a billion-dollar creator. The online business world feeds us a constant stream of messages about needing to do more, earn more, and be more.

But what if you don’t want a million-dollar business? What if you want a smaller business that’s satisfying?

In this episode, co-host Jessica shares her framework for the “Zone of Enoughness”—a way to reimagine business growth not as endless expansion, but as aligned sustainability. Jessica and Meg talk about letting go of business models that don't fit, the very real trade-offs of growth, and why sufficiency might be more radical than abundance.

* Why “abundance” is still about chasing more—and how “sufficiency” offers a different way to feel at peace with your business.

* Jessica’s four-part Enoughness framework: money, time, flexibility, and creative autonomy.

* Why your business might look successful but still feel misaligned.

* The internal (and household-level) work of defining your minimums and maximums.

* Why responsibilities to your clients, team, and community shape your Enoughness Zone.

* How Jessica’s corporate background shaped her hustle—and how she’s learning to unwind it.

* What happens when your business hits its revenue high point and you still feel burned out.

* Why “seasonal” Enoughness matters: how your priorities shift over time (and why that’s OK).

* The emotional and energetic costs of infinite growth—and why rest is critical.

Resources Mentioned

Kate Holly’s The Space Beyond Scarce

Robin Wall Kimmerer: Braiding Sweetgrass, The Serviceberry

Staying Solo by Maggie Patterson

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Comment on Substack

Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Should we stay or should we go?

Leaving social media has been an increasingly popular choice in the past few years. But is leaving always the most impactful choice?

In this episode, we sit down with Illana Burk, business coach and advocate for human-first business, to talk about the messy middle of visibility, values, and doing business inside systems you didn’t build.

Illana shares why she’s choosing to stay on social media; not because she’s ignoring the harm, but because of how social media is an important place our voices can be heard.

We unpack the compromises and contradictions that come with trying to do business ethically in a digital world—where every platform is flawed, no choice is pure, and the desire to get it “right” can quietly become a trap. Illana offers a grounded, generous perspective on what it means to market with integrity and show up with care.

* Why “just leaving” social media isn’t always the impactful move (and who wins if we do)

* The difference between marketing, community, connection, and consumption—and how social media serves each differently

* Why nuance, dialogue, and moral compromise are necessary parts of human business

* Why being ethical in business doesn't mean doing it perfectly, and what that actually looks like in practice

* Why presence—not performance—might be the best use of platforms in 2025

* The value of showing up in systems you don’t fully endorse, and how to do so with intention

About our Guest

Illana Burk

Illana Has Thoughts

Bread and Butter

The Good Business Podcast

https://illanaburk.substack.com/p/i-dont-really-love-social-media-but

Resources Mentioned

Re-imagining Online Business | Brooke Monaghan & Tristan Katz

The Digital Watercooler is Gone | Amanda Natividad

Lizzy Goddard

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

You have the right offer. The right audience. A launch plan you’ve run before. So why… isn’t it working?

This week, we go behind the scenes of a real launch with Dusti Arab, founder of Referral Worthy and longtime marketing strategist, to talk about what happens when a launch starts strong—and then doesn’t go to plan. Dusti walks us through what she planned for her latest launch, what actually happened, and how she adapted in real time by listening to her audience, adjusting her messaging, and staying rooted in what actually matters: relationships and referrals.

* Why Dusti built Referral Worthy for small business owners stuck in the feast-or-famine cycle

* What worked—and what didn’t—in her recent launch (plus what she’d do differently next time)

* How she used affiliate marketing to fill her challenge (and why it outperformed social)

* The realities of evergreen offers and how to make them successful

* The tradeoffs of free vs. paid launch events—and how to pick the right one for your goals

* How to serve different tiers of clients without burning out or diluting your offers

* Why thought leadership needs to come before a big launch

* The difference between a launch that flops and a launch that feeds your business in other ways

About our Guest

Dusti Arab

Referral Worthy

Resources Mentioned

Behind the Launch

Mike Ganino

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Substack: https://aggressivelyhuman.substack.com/

Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Real community isn’t just a forum full of brand users—it’s something deeper, more intentional, and, if done wrong, more likely to fail. So what does it actually take to build a community that works, one that people want to return to again and again? And more importantly, should you even be building one at all?

April MacLean joins Aggressively Human to break down what real community building looks like in 2025.

* Why most business communities fail (and why just starting a Facebook group won’t cut it).

* What must be present in a business before trying to build community.

* The three essential conditions that define a real community.

* The difference between a support forum and a true community (and why most businesses confuse the two).

* What happens when community managers abdicate leadership instead of shaping the space.

* Why exclusivity creates stronger connections—and how to keep your community from turning into a ghost town.

* The importance of rituals and rhythms that keep members engaged over time.

If you’ve been struggling to make your community thrive—or wondering if you should even start one—this episode is a must-listen.

About our Guest

April MacLean

How to People Newsletter: Where sharp eyes meet sharp wit: A weekly look at customer experience through a very human lens.

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

No matter your relationship with social media and Big Tech… you can’t argue that it’s become more saturated, more based on the algorithm (bye bye followers, hello “for you” feed), and more “pay-to-play”. So, you decide to focus on your newsletter and stop building on rented land. But in order to grow, you’re told to give even more money to the platforms for ads, or spend time every day posting and engaging - ultimately paying with your attention.

What if there was another way to grow your newsletter, without relying on social media or paying high rates for ads to Meta, Google, or Microsoft/LinkedIn? What if you could put that money into the hands of fellow creators - and end up with a more aligned audience?

Dylan Redekop joins Aggressively Human to break down sustainable, ethical, and cost-effective ways to grow your newsletter—without handing money to Big Tech.

Dylan, a newsletter strategist and creator of Growth Currency, shares how he grew his newsletter, landed sponsorship deals, and helps other newsletter operators grow (in concert with Chenell Basilio) without relying on social media. We dive into cross-promotions, creator sponsorships, paid recommendations, and other overlooked strategies that help you grow an engaged audience by directly connecting with and investing in other creators.

If you’ve been struggling to expand your newsletter without relying on algorithms or expensive ads, today’s episode is a must-listen.

* Why newsletters and email marketing are not the same thing (and why it matters for your strategy).

* How to grow your newsletter without social media or Meta ads (including free and paid tactics).

* The right way to collaborate with other creators through cross-promotions, guest features, and swaps.

* The "hidden" world of creator sponsorships—how to sell and buy newsletter sponsorships the smart way.

* What not to do when growing a newsletter (and why some cross-promos kill audience trust).

* The truth about paid recommendations (how they work, who gets paid, and whether they’re worth it).

* How to use AI and automation to enhance your newsletter without losing your voice.

“This is the most meta thing. So you're having to do marketing to get your paid recommendation placed on other people's recommendations widget. Instead, this could be how it works: “Hey, I like you and I have the same audience. I will pay you if you put me as your paid widget.” - Jessica

Missed our last episode about consent- and agency-based newsletter practices?

Listen to our last episode about Email Automation with Heart with Bev Feldman:

About our Guest

Dylan Redekop, LinkedIn

Chenell Basilio’s Growth in Reverse Newsletter

Growth in Reverse YouTube, co-hosted by Chenell and Dylan

Growth in Reverse Community (say hi, Jessica is there!)

Post: How To Grow Your Newsletter without Social Media

Resources Mentioned

Josh Spector

Craft and Commerce (Kit Conference, Boise ID)

Jordan Gill - Systems Saved Me podcast

Justin Moore - Sponsor Magnet book

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Email automation specialist and Kit Ambassador Bev Feldman believes that we can use email marketing software as a way to build relationships while giving your subscribers agency over their inbox experience.

There are the illegal “no-nos”: the most egregious email practices that make us want to throw away our phones or hit the spam button. There are the morally gray areas of more manipulative email marketing, or just even a sub-par experience.

But in an aggressively human fashion, we can actually not just maintain but enhance our relationship with subscribers by incorporating consent-based practices like landing page customization, email customization, opt-outs, pauses, and segmentation.

In today’s episode, we explore the ways automation with heart can improve the relationship with your email list:

* The 7 deadly sins of email marketing (and why they’re costing you trust and engagement).

* How to define what email marketing tactics are aligned with your values.

* Why clear expectations in your welcome sequence are so important to set the tone with new subscribers, especially if they are joining from summits, bundles, or recommendations.

* How giving subscribers more choice actually makes your emails more effective.

* The consent-based practices that engage your subscribers in a deeper conversation.

* Why your best content is getting lost—and how to make sure new subscribers see it.

* How to use auto-responders to set boundaries, protect your time, and even generate revenue.

Missed our episode with Jeremy about his welcome sequence?

Get that here: https://aggressivelyhuman.substack.com/p/13-depth-as-a-feature-not-a-bug

“I am really big on being intentional and values aligned with how we do things. So, whereas I might have certain ways that I want to show up and certain tactics I don't feel good doing, that's not to say that they're wrong, off the table, and you shouldn't do them.

But if something doesn't feel good to you as a recipient, just because it's “best practices” doesn't mean that you should do it in spite of what your gut is telling you. I think really follow what feels good or doesn't feel good to you.” - Bev Feldman

About our Guest

Bev Feldman

Automate with Heart Newsletter

Additional Resources

Tad Hargrave’s Marketing for Hippies

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https://aggressivelyhuman.substack.com/

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

In the constant push for growth, productivity, and squeezing every ounce of output from our businesses, we rarely stop to ask: What if the goal isn’t to do more? What if it’s to create more space?

Operating at 150% capacity might feel like the norm, but that’s only because we’re operating with what Susan Boles calls “default decisions.” Instead, what if we focused on building businesses with margin. Yes financial margins, but going beyond those margins to include emotional and energetic margins?

“When you broaden your definition of margins, it gives your business a lot of expansiveness.” - Susan

Susan Boles, founder of Beyond Margins, helps business owners create sustainable, human-centered businesses that prioritize calm over chaos. Susan’s approach isn’t about sacrificing profit for peace—it’s about designing a business that works for you, not the other way around. She believes businesses should function at 50% capacity, so when the inevitable chaos hits, you’ve got the space to handle it.

In today’s episode, Susan shares how to create breathing room in your business, build systems that serve humans first, and let go of default decisions that lead to burnout. We talk about how Susan had to unlearn urgency, build in rest, and operate at odds of the default expectations of building a business.

In today’s episode, hear us dive into a calmer business:

* Why building margin into your business is essential and how it helps you weather inevitable chaos.

* The "puppy dog" approach to building your business network (and why curiosity and friendliness go further than you think).

* The difference between financial, emotional, and energetic margin, and how to build all three.

* How Susan’s “potato or tornado” work style inspired a business model that respects her capacity.

* Why default decisions are running your business (and how to make them intentional instead).

* How standardizing your services first makes automation more effective (and less of a mess).

Missed our episode about Simplicity over Systems? You can listen to that here: https://aggressivelyhuman.substack.com/p/11-simplicity-over-systems

About Our Guest:

Connect with Susan Boles

Listen to the Beyond Margins Podcast

Download the Services Swipe File

Connect with Us:

View the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/

Listen on Spotify

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

In a sea of marketing advice and growth hacks, let’s address the elephant in the room. What if the product is the problem?

If your product - your podcast, your service, your course - isn’t good enough, no amount of marketing is going to make that product grow. And yet, most courses, cohorts, or even higher-priced coaching programs don’t get into the actual experience of your work. Many providers are just not in the business of experiencing your business and your product (because it’s not as scalable).

And so podcast strategist Jeremy Enns has changed his business model to address that core issue. Instead of zigging, focusing on growth through courses and membership - which, as a purchaser, are truly outstanding - Jeremy’s zagging. Instead, Jeremy is embracing depth, obsession over the product, and care.

Jeremy is the founder of Podcast Marketing Academy where he helps underdog creators and challenger brands punch above their weight by engineering scrappy, yet sophisticated podcast growth & revenue generation strategies and step-by-step marketing schematics. He’s originally from the cold, barren Canadian Prairies but now lives in sunny Barcelona.

In today’s episode, hear how Jeremy’s depth-first approach is changing his business and client results:

* Why no marketing strategy can save a product no one wants - and what to do about it.

* The ‘aggressively human’ way Jessica and Jeremy met way before Jessica had a business, and how that impacted our relationship.

* Jeremy’s evolution from a highly-scaled business model to a high-touch service: why he did it and what it’s unlocking for his clients AND for his revenue

* When obsessing over your work is a differentiating factor in your marketing and delivery (and why your clients will thank you for it).

* How caring (yes, really) is Jeremy’s most effective marketing strategy, including what Jeremy cares about (and what he doesn’t care about).

* The automations that keep Jeremy in touch with his audience without being on the content hamster wheel.

About Our Guest:

Follow Jeremy Enns

LinkedIn

Scrappy Podcasting Newsletter: https://podcastmarketingacademy.com/scrappy-podcasting-newsletter/

Podcast Marketing Trends Explained Podcast: https://podcastmarketingacademy.com/podcast-marketing-trends-explained

Podcast Marketing Academy YouTube: https://www.youtube.com/@podcastmarketingacademy

Resources Mentioned:

* The Do Lectures

* https://hiutdenim.co.uk/

* NeuroDiversion 2025 (the conference from the World Domination Summit creators)

Connect with Us:

View the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/

Listen on Spotify

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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

“It's because even if you end up completely rewriting it, it starts out without the human soul. And it's really hard to add the human soul. But if you can start with even the messiest human written draft, and then use AI to make it better, it has human soul to begin with, and it just ends up a much more human and resonant piece of writing.” - Jessica M

You’ve probably noticed it—the emails that don’t sound quite right, the sales pages full of word salad, the content that feels like it was written by a robot. Because it probably was.

This week we’re talking with Jessica Mehring, founder of Horizon Peak Consulting, specializing in conversion-focused editorial content, campaign copy and content strategy for B2B tech companies. She is also an author, speaker, and university lecturer, and she coaches leaders and their teams how to grow trust with their own writing. Where should AI fit into the writing process - or should it at all? How is AI impacting our communication and creativity - and how we can use it for the better?

In today’s episode:

- How the mixing of AI and human communication is eroding trust, starting way before ChatGPT came on to the scene.

- Why everything that comes out of GPT sounds oddly similar (introducing Jessica L’s new favorite term language homogeny)

- The right ways to use AI to be a tool in your content without removing the soul of your writing or introducing bias.

- Why one moment of friction in communication can cause us to question our trust in a company.

- If you have to use AI because you’re in an firm with a mandate to do so, where and how you might use AI (and where to avoid).

- How women (and other underrepresented voices) are mobilizing for seats at the AI development table.

“We go check out the social media and it's just this robotic slop. I look at that and I see a minuscule moment of friction in the customer experience, but that moment of friction is all it takes for a customer to question. ‘Do I believe everything else I've read? Can I trust this company? Should I give them my money?’ One moment of friction in the customer experience across the spectrum of content is enough for customers to question their purchase. And you never want customers to question their purchase.” - Jessica M

About our Guest

Jessica’s Thought Leadership and Teaching

Trust Fall: The Communication Connection

Horizon Peak Consulting

Resources Mentioned

The Perception Gap: When is it okay to use AI in content, and when is it not?

Real Voices in your Ears

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Subscribe to the Substack:

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Meg Casebolt

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This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com