Behind the Mirror

In this episode of Behind the Mirror, Keith Posehn, Dafra Sanou, and Liem Vuong explore why trust isn’t just a marketing buzzword - it’s the foundation of long-term brand growth. They unpack how brands can reinvent themselves by leveraging credibility through partnerships and influencer collaborations, the role of incrementality in reaching new markets, and why authentic advocacy outperforms traditional tactics. Whether you’re navigating brand repositioning or scaling partner programs, this conversation offers clear insights on how trust drives performance, loyalty, and lasting impact.

Keith Posehn, Dafra Sanou, and Liem Vuong pull back the curtain on what it really takes to scale an affiliate or referral program. From managing risk and fraud to structuring incentives that actually work, they share battle-tested insights, including what went down during Uber’s infamous “Penguin Gate.” Tune in for lessons on trust, alignment, and the fine line between growth and chaos.

In this episode, we’re talking how to craft the right incentives for your partners to create growth. The structure you set can either drive real performance or quietly drag down your program.

We get into how tiered bonuses can unlock more revenue, when to lower commissions, and what it takes to shift partners from passive to proactive. Sometimes a small change in how you reward partners can turn uninvolved, low-value affiliates into high-value partners vested in your brand mission & strategy.

Hosted by Keith Posehn, Dafra Sanou, and Liem Vuong

In this episode, we dive into the complex world of marketing attribution and why it's time to move beyond outdated models like last-click. We unpack the limitations of multi-touch attribution and what it actually means to measure value in today’s performance-driven landscape.

We also explore how brands can rethink how they reward partners - shifting from what's easiest to track to what truly drives impact. From integrating offline efforts and emerging partnerships, to reworking internal mindsets around affiliate marketing, we talk through what it takes to stay relevant and responsive in a fast-changing space.

And because we believe in walking our talk, we share a bit about the evolution of this podcast - where it's headed, and what you can expect in future episodes.

Thanks for tuning in!