Conversations with Joel Mulbah

Joel Mulbah breaks down the mechanics of creating advertising that commands attention in an oversaturated digital landscape. This episode introduces the "Reach Formula"—(Rarity × Sharability) / (Predictability × Friction)—a strategic blueprint designed to maximize viewer retention and organic amplification. Joel unpacks how introducing genuine novelty captures immediate interest, how tailoring content to reflect audience identity drives natural sharing, and why subverting predictability keeps viewers hooked. Crucially, he details practical methods to eliminate friction, including leveraging AI to ensure messaging remains accessible and instantly understood by a broad audience.

Joel Mulbah is an advertiser and founder of Mulbah, an company dedicated to doing effective advertising for good brands. At Mulbah, we create big ideas; we turn those ideas into an experience; and we communicate those ideas. We empower brands and people that do good to impact the world.

Joel Mulbah explores the modern evolution of split testing and how brands can eliminate guesswork, wasted ad spend, and outdated focus groups. This episode breaks down why organic media platforms like Instagram and TikTok have become the ultimate testing grounds for high-performing ad creative. Joel walks through a strategic three-step framework for testing ad copy, creative formats, and platform selection before putting budget behind a campaign. By leveraging organic reach to identify proven winners first, businesses can validate consumer interest for free and maximize the ROI of their paid advertising spend.

Joel Mulbah is an advertiser and founder of Mulbah, an company dedicated to doing effective advertising for good brands. At Mulbah, we create big ideas; we turn those ideas into an experience; and we communicate those ideas. We empower brands and people that do good to impact the world.

Joel Mulbah speaks with designer, entrepreneur, and creative director Christopher Heller about the challenge of turning creativity into a sustainable business. This thoughtful conversation explores the relationship between art and commerce, why meaningful spaces shape the way people think and feel, and how creative entrepreneurs can build businesses without losing the work that makes them unique. Together, they discuss the value of authentic experiences over convenience, the role of resilience during seasons of uncertainty, and why growth often comes from the moments that force us to adapt rather than the moments that reward us.Christopher reflects on his journey from launching a creative district in Fort Lauderdale to building Helium Creative and Margaret Cleveland, a retail concept rooted in design, craftsmanship, and human connection. Drawing from lessons passed down through generations of his family, he shares how the "art of the pivot" became one of the defining principles of his career. The conversation also examines balancing multiple ventures, creating spaces that inspire emotion, and cultivating an entrepreneurial mindset that values curiosity over conformity. At its core, this is a conversation about building a life where creativity, business, and purpose are not competing ideas, but parts of the same vision.

Joel Mulbah speaks with entrepreneur and distillery founder Floyd A. Wheeler Jr. about the real cost of building a liquor brand—and what it takes to turn an idea into a lasting business. This candid conversation explores the transition from corporate stability to full-time entrepreneurship, the financial realities of building in a capital-heavy industry, and the discipline required to navigate uncertainty, pressure, and delayed reward. Together, they unpack the difference between perception and reality in business ownership, emphasizing the importance of cash flow, patience, and long-term thinking.The conversation also examines the role of identity, community, and partnership in building a meaningful brand. Floyd shares how honoring family legacy shaped the foundation of his company, and why creating a physical space was essential to fostering connection and culture. Drawing from lessons in martial arts and leadership, he reflects on building strong teams, working alongside his wife, and maintaining clarity under pressure. At its core, this is a conversation about ownership, resilience, and the responsibility of building something that not only generates revenue—but creates community and lasting impact.

Joel Mulbah speaks with brand strategist and agency founder Obînna “Obi” Onungwa about the tension between old school and new school marketing—and what actually lasts. This wide-ranging conversation explores the difference between marketing and sales, the enduring power of one-to-one connection, and why storytelling remains the center of influence even in an AI-driven world. They discuss branding versus direct response, the role of paid media as a testing ground, and how community—not just conversion—builds true brand equity. Together, they examine the mindset of successful founders, contrasting speed with endurance, and unpack why perseverance and humility often matter more than talent.Obi reflects on his path from interning at Goldman Sachs to building Powered by Cue, a strategic brand marketing agency founded in New York nearly a decade ago. Drawing from early sales training, finance culture, and hands-on creative work, he shares his philosophy of building “AI-proof brands” by going deep on the individual and understanding the inner dialogue that drives decisions. The conversation also touches on identity, collaboration within the Black and African diaspora, and the responsibility advertisers have to create unity through story. At its core, this is a dialogue about ownership, sustainability, and why brands that build real community will outlast trends.

Abdullah Baytops speaks with Joel Mulbah about turning opportunity into long-term value, and what it takes to build a business that lasts. This grounded conversation explores Abdullah’s path from the Air Force to federal contracting, the role of integrity in leadership, and how curiosity and discipline shaped a company that now supports dozens of government agencies across the country. Together, they discuss learning outside of formal education, earning trust inside complex systems, and why sustainable growth is built through patience, people, and principles—not shortcuts.

The conversation also examines Abdullah’s philosophy on entrepreneurship and investing. He reflects on hiring before paying himself, choosing character over credentials, and why he evaluates founders based on who they are, not just what they’ve built. Drawing from lessons passed down by his grandfather and mother, Abdullah emphasizes honesty, timeliness, and personal responsibility as the foundation of real success. At its core, this is a conversation about stewardship—of people, of opportunity, and of trust—and how those values compound into impact over time.

Abdullah Baytops is the President and CEO of One Federal Solution, a federal contracting firm he founded in 2007 that now operates across more than 25 states and internationally. He is also the founder of a technology company focused on health, nutrition, and efficiency for government and public institutions. A former Air Force service member and self-taught technologist, Abdullah’s work is shaped by service, discipline, and a belief that integrity is the most valuable asset a business can have.

Ebenezer Ahama speaks with Joel Mulbah about what it really takes to build a business alongside your spouse. This grounded conversation explores the mindset of a lifelong builder, the value of moving fast and learning in public, and how trust, delegation, and shared belief can shape the way a company grows. Together, they unpack the realities of building from scratch—early failures, long nights, and the quiet systems that make momentum possible.

The conversation also examines the role of partnership beyond business mechanics. Ebenezer reflects on meeting his wife, Savannah, and how building together created clarity, speed, and alignment in both work and life. They discuss collaboration within the Black community, the tension between generosity and stewardship, and why sustainable success requires shared responsibility—not sacrifice without structure.

Ebenezer Ahama is a serial entrepreneur and self-described builder who began his first startup at 15. He is the co-founder of Inwurx Health, a consumer wellness brand rethinking fiber supplements through product, education, and community. Born in Ivory Coast to Ghanaian and Togolese parents, his work is shaped by a global perspective on ownership, trust, and long-term value creation.