Every great leader eventually runs into the same realization: expertise alone doesn’t set you apart — your story does. We sat down with Will Severns, co-founder of ShareYourStory.com, to explore how books, personal narratives, and authentic storytelling are becoming the next major differentiator for founders, financial advisors, and thought leaders.

Will shared how he and his team have helped more than 200 authors turn lived experiences into powerful narratives that build trust, deepen relationships, and strengthen brands.

Along the way, he unpacked why so many leaders doubt their own story, how to overcome the fear of “self-promotion”, and why authenticity is quickly becoming one of the rarest skills in business.

Story is your strongest competitive advantage.
In industries where everyone looks the same on paper — especially financial services — your personal story becomes the emotional anchor that sets you apart.

Books aren’t about fame — they’re about impact.
Will encourages authors to write for the one person whose life or perspective might change because of their story. That shift removes pressure and unlocks clarity.

AI helps you work faster, but it can’t replace your voice.
AI can outline, brainstorm, and organize, but it can’t replicate empathy, humor, vulnerability, or lived experience. Leaders who rely solely on AI risk losing the very thing readers connect with most.

Will’s insights map directly to the challenges faced by RIAs, wealth managers, fintech founders, and financial-services executives:

A book deepens trust before you ever meet the prospect.
It allows clients to connect with your values, philosophy, and story... long before you show them a single planning tool or presentation.

Compliance is less intimidating than advisors fear.
Books focused on story, purpose, or the “why” behind your work tend to avoid the regulatory pitfalls that come with investment commentary.

You don’t need to be a celebrity to matter.
“You’re not a somebody or a nobody — you’re an anybody,” Will says. And anybody with a meaningful life experience has a story worth sharing.

A handful of titles came up as influential or widely recommended by the hosts and guest:

• Goals — Brian Tracy
• The Baby Whisperer — Tracy Hogg
• The Psychology of Money — Morgan Housel
• How to Spend Money — Morgan Housel
• Sacred Pace — Terry Looper
• Strength to Strength — Arthur Brooks
• Founder Brand — Dave Gerhardt

“Someone you haven’t met yet is counting on you to get better today — and your story might be the thing that helps them.”

https://shareyourstory.com

Joel Crampton — Fractional CMO for RIAs and wealth managers
LinkedIn
cmoalpha.com

Mandy MacPhee — Fractional CMO for founder-led companies
LinkedIn
illuminationcmo.com

In this episode we sit down with Clay Hicks, founder and CEO of H7 Global Network, to unpack what authentic networking really looks like and how founders, financial advisors, and entrepreneurs can build relationships that actually move the needle.

Clay shares the story behind H7’s rise from a regional Ohio-based network to a global community spanning 23 countries, all grounded in one simple philosophy: “Connect. Serve. Ask.”

• Trust is the currency of connection. Clay emphasizes that networking shouldn’t start with a pitch — it starts with curiosity. Focusing on understanding others first earns trust faster and creates deeper, longer-lasting opportunities.
  
• From contacts to advocates. Turning a first meeting into real advocacy means consistent follow-up and service beyond your own business interests. The Connect–Serve–Ask method helps people move from introductions to influence.

Clay offers practical advice that applies directly to client acquisition and retention:

• Stop treating discovery calls like transactions — instead, ask about the person, not the portfolio.
• Expand your professional network beyond CPAs and estate attorneys; relationships outside the typical channels often lead to unexpected referrals.
• Always approach networking with the mindset of earning trust first, not closing a sale.

As H7 continues its international expansion, Clay is preparing for the network’s annual virtual holiday extravaganza in December and an in-person global conference in Nashville in April 2026.

“Before you network at all, think about what you really want to accomplish — and focus on earning trust with every person you meet. That one shift could change everything.”

Connect with Clay
https://h7network.blog/

Connect with Hosts

Joel Crampton — Fractional CMO for RIAs and wealth managers
LinkedIn profile
https://cmoalpha.com

Mandy MacPhee — Fractional CMO for founder-led companies   
LinkedIn profile  
https://www.illuminationcmo.com/

In this episode of CMOs Without Borders, hosts Joel Crampton and Mandy MacPhee tackle one of the most persistent problems in financial-services marketing: why most funnels still don’t convert.

From RIAs to fintechs, firms spend heavily on awareness and ads — but too often, those efforts fail to translate into meaningful conversations or new clients. Joel and Mandy break down what’s really going wrong and share how to build a full-funnel marketing system that works in today’s multi-channel, compliance-bound environment.

They dive into how top-of-funnel visibility connects with middle-funnel nurturing and bottom-funnel conversion, why too many firms stop at “getting names in the door,” and how to close the gap between activity and results. You’ll hear practical strategies for building awareness that earns trust, nurturing prospects through value-added content, and aligning marketing and sales so every touchpoint feels intentional, not random.

Along the way, they unpack how AI, social proof, and modern buyer behavior are reshaping the customer journey — and why the middle of the funnel is where most revenue quietly dies. This episode goes beyond theory, offering step-by-step ideas for optimizing your campaigns, tightening your messaging, and creating a repeatable system for scalable growth.

The New Shape of the Funnel: Why today’s buyer journey isn’t linear and what that means for your marketing strategy.

Top-of-Funnel Reality: How to build awareness that earns trust — even when it’s hard to measure.

The Missing Middle: Why nurture and consideration phases make or break conversion outcomes.

Bottom-of-Funnel Fixes: How to align sales and marketing around value-based CTAs instead of “schedule a call.”

Social Proof That Converts: How reviews, certifications, and third-party validation drive trust (and even influence AI search).

Reddit, Reviews, and Real Talk: Why unfiltered peer conversations matter more than polished brand copy.

Full-Funnel Optimization: The continuous feedback loop that keeps campaigns improving instead of stalling — and the metrics that matter most to prove it.

In financial services, trust is everything — and yet too many firms chase short-term conversions while neglecting the systems that build credibility and nurture long-term relationships. The result? Bloated ad budgets, cold leads, and inconsistent growth.

A well-designed funnel doesn’t just generate names — it builds belief. It helps prospects feel confident enough to take the next step with you. That’s the difference between a disconnected campaign and a marketing system that scales.

👉 If your marketing system feels disjointed — or your funnel isn’t converting the right leads — Joel and Mandy can help.

Reach out to learn more about their 30-Day Clarity Sprint, designed to audit and optimize your entire marketing funnel — from awareness to conversion — so you can build predictable growth that lasts.

Joel Crampton — Fractional CMO for RIAs and wealth managers
https://www.linkedin.com/in/joelcrampton/
https://cmoalpha.com

Mandy MacPhee — Fractional CMO for founder-led companies

https://www.linkedin.com/in/mandymacphee/

https://www.illuminationcmo.com/

EPISODE OVERVIEW
In this episode, hosts Joel Crampton and Mandy MacPhee sit down with Randy Frisch, founder of Trusty, an AI-powered estate planning platform redefining how families manage, document, and pass down their legacies. With $84 trillion set to change hands in the coming decades, Randy shares how technology, emotion, and storytelling can transform estate planning from a cold, legal process into a deeply personal, human experience.

This conversation explores how advisors and families alike can move beyond wills and trusts to create meaningful legacy plans — ones that connect generations, reduce conflict, and capture the stories behind the assets.

ABOUT OUR GUEST

Randy Frisch is the founder and CEO of Trusty, an AI-driven estate planning platform helping families document and communicate their wishes with clarity and connection. Before Trusty, Randy co-founded Uberflip, one of Canada’s most successful SaaS companies, which scaled globally and was later acquired.

KEY TOPICS COVERED

● Why traditional estate planning is broken and how Trusty is making it more human.

● The “letter of wishes” revolution: How families can leave behind video messages and stories that give deeper meaning to their gifts.

● AI’s role in legacy planning: Real-world ways Trusty uses “quiet AI” to simplify, summarize, and guide complex estate decisions without overwhelming users.
● Why storytelling matters: How focusing on narratives — not just features — builds trust and emotional resonance.

● Advisor opportunities: How financial advisors, estate attorneys, and planners can use legacy tech to differentiate, retain heirs, and deepen client relationships.

● Privacy & legal clarity: What’s binding, what’s not, and how to keep sensitive information secure while still making it accessible.

NOTABLE INSIGHTS

• $84 trillion is projected to transfer between generations — but 80% of heirs change advisors when they inherit.
• Trusty’s mobile-first platform lets families easily photograph, catalog, and assign meaningful items — from heirlooms to handwritten letters — while capturing stories and intentions.
• “The stories are often more valuable than the stuff.” Video messages and backstories give assets emotional weight and reduce family conflict.
• Privacy is foundational: users control access, data is encrypted at rest, and even Trusty’s team can’t view client information.

WHO SHOULD LISTEN

Financial advisors, RIAs, and wealth managers looking to differentiate their services and retain next-gen clients Estate attorneys and planners interested in modernizing legacy planning Families navigating estate planning who want to go beyond the will and leave meaningful stories behind.

RESOURCES & LINKS

Explore Trusty: https://mytrusty.ai

Connect with hosts:

Joel Crampton — Fractional CMO for RIAs and wealth managers

LinkedIn: https://www.linkedin.com/in/joelcrampton/

CMO Alpha: https://cmoalpha.com

Mandy MacPhee — Fractional CMO for founder-led companies

LinkedIn: https://www.linkedin.com/in/mandymacphee/

Illumination CMO: https://www.illuminationcmo.com/

When founders tell their story, they don’t just market their product or service, they create demand and separate their company from the competition.

In this episode, Joel Crampton and Mandy MacPhee sit down with fellow fractional Chief Marketing Officer Chris Downey to unpack a modern, founder-led approach to building pipeline — show up where your buyers already consume content, earn trust with your authentic voice, and make conversion dead simple when they’re finally ready.

Top Takeaways:

• Creation over capture. Treat the “funnel” like a loop. Most buyers aren’t ready today. Consistent, useful content warms the 95% that aren't ready to purchase just yet, so they choose you when timing hits.
  
• Your voice is the moat. AI can assist, but it can’t replace your lived experience. Founders should write the first draft, then use AI for polish.
  
• Founder first, brand second. Early buyers want the person behind the logo. Lead with your POV on your personal LinkedIn.
  
• Pick one core platform. For B2B, start with LinkedIn. Nail consistency there before expanding to YouTube or Reddit.
  
• Post cadence. Zero is the wrong number. Aim for 3x per week, build the habit, then work up to daily. Comment strategically on others' posts to expand reach.
  
• Repetition wins. Algorithms show each post to a small slice of your network. Recycle and repurpose strong content across formats.
  
• Track what matters. Add a required open-text field as part of your customer intake process: “How did you hear about us?” Then categorize responses for planning.
  
• Fractional CMO advantage. Senior strategy without a full-time executive. Use fractional leadership to hire, coach, and stretch budget.

Engage With Us:

• Chris Downey (guest) — LinkedIn | Reverb Strategic Marketing
• Hosts:
  • Joel Crampton — Fractional CMO for RIAs and wealth managers — LinkedIn, CMO Alpha
  • Mandy MacPhee — Fractional CMO for founder-led companies — LinkedIn, Illumination CMO

Financial institutions are waking up to the power of AI in accelerating their marketing engines.

In this episode, Heather Gerdes, co-founder of Promode.ai, joins Joel and Mandy to unpack what real adoption looks like inside banks, credit unions, and RIAs. We dig into customer-driven demand for better digital experiences, how to keep compliance tight while moving faster, and why AI is an amplifier that still needs human strategy.

We also get technical about context windows, RAG, workflow bottlenecks, and the culture shifts leaders must drive.

Key takeaways:

• Why end customers are pushing financial firms to adopt AI now
• How to speed approvals and stay compliant with clear guardrails and roles
• Context over clever prompts for higher-accuracy outputs
• Scaling organic content and testing without enterprise headcount
• Culture change from fear to curiosity, and how to communicate the “why”
• Near-term AI use cases that will soon feel normal in financial marketing
  

Guest:
Heather Gerdes, co-founder, Promode.ai

Hosts:
Joel Crampton — cmoalpha.com
Mandy MacPhee — illuminationcmo.com

In this episode of CMOs Without Borders, hosts Joel Crampton and Mandy MacPhee dive into one of the biggest challenges facing financial services marketing today: the Sea of Sameness.

From fintechs to RIAs to credit unions, firms are sounding more and more alike, shouting the same claims about being “client-focused,” “digital-first,” or “fee-only.” But if everyone is saying the same thing, how do you actually stand out?

Joel and Mandy share personal stories, cross-border perspectives (U.S. and Canada), and practical frameworks to help financial brands find their white space — the unique position in the market that competitors can’t touch.

• Why the end of summer is the perfect time to reflect, reset, and plan for 2026.
• The four lenses for uncovering white space:
  1. Voice of the Customer – listening beyond features to actual pain points.
  2. Competitive & Category Audits – mapping sameness to identify gaps.
  3. Cross-Industry Inspiration – borrowing proven ideas from outside financial services.
  4. Brand Truth – aligning to the authentic story only your firm can credibly own.
• How regional RIAs, fintech startups, and even nonprofits can flip the narrative to stand out.
• The three practical moves you can start tomorrow to escape the sea of sameness.

Blending in is the fastest way to lose in financial services. When your message sounds like everyone else’s, the default choice becomes the biggest or the cheapest provider. Differentiation isn’t a luxury — it’s survival.

“What got you here isn’t going to get you there. Founders can only run on referrals and word of mouth for so long. At some point, you need a strategy that makes your marketing work harder than your competition’s.” – Joel Crampton

• Toronto Local Charity (TLC): Supporting underserved youth with mental health services and life skills.
• Example brands discussed: Wealthsimple, Chime, COHO, TD, RBC.

👉 If your firm’s marketing sounds just like your competitors, it’s time to find your white space. Reach out to Joel and Mandy to cut through the noise and build systems that align marketing with measurable growth.

Before you spend another dollar on marketing, find out if your plan is already broken.

Most marketing plans at financial services companies don’t fail because of sloppy execution — they fail before they even start.

In this first episode of CMOs Without Borders, Mandy MacPhee and Joel Crampton unpack the hidden reasons plans break down, from fuzzy positioning and misaligned teams to leadership that undervalues marketing as a growth driver.

You’ll hear real-world examples from both sides of the border, the role trust plays in fintech and advisory marketing, and the “Three C’s” framework for building resilient marketing plans: Clarity, Capacity, and Commitment.

If you’re tired of throwing spaghetti at the wall and hoping for growth, this episode will help you see exactly where to start — and what to stop — so your marketing actually moves the needle.