Episode Title : Trust, Partnerships & Branding

Guests

• Peter Ricciardi + Jeff Litcofsky, founders/operators of Brand Artica

• Background highlights: Disney creative leadership (Peter), consumer electronics + web development/WordPress expertise (Jeff)

Michelle kicks off 2026 with optimism and welcomes Brand Artica’s Peter Ricciardi and Jeff Litcofsky to explore trust, partnerships, and brand clarity. The conversation covers why many brands waste money due to unclear positioning, how “Me Too” products get trapped competing on price, and why the best brands make the consumer the hero while the product becomes the toolbox. They also unpack the difference between treating agencies as resources versus true partners, and why delegation requires real trust, clear expectations, and guidelines that keep teams aligned.

• “Most brands don’t have a marketing problem. They have a clarity problem.”

• “Social media is like a house party: the best guests listen more than they talk.”

• “Partners aren’t resources.”

• “Trust isn’t something you build first, it’s something you earn, then you build on.”

If you’re building a brand in 2026: get crystal clear on who you are, stop chasing “more,” and invest in trust-based partnerships that help you scale.

2026 is off to the races, and this episode of CPG Therapy is all about the one thing that can accelerate or sabotage brand growth: trust.

Michelle Sheely sits down with Peter Ricciardi and Jeff Litcofsky of Brand Artica to break down why most brands don’t have a marketing problem, they have a clarity problem. Together, they unpack how “Me Too” brands get trapped competing on price, why the best brands make the customer the hero (and the product the toolbox), and what real partnership looks like when you hire experts to help you scale.

If you’re building in CPG this year, this conversation will help you sharpen your story, strengthen your partnerships, and move into 2026 with confidence.

Music By Jay Sheely: Outter Spirals on Spotify

In this conversation, Michelle Sheely and Robert Johnson delve into the topic of imposter syndrome, exploring its prevalence, personal experiences, and strategies for overcoming it. They discuss the challenges faced during career transitions, particularly in the CPG and real estate sectors, and emphasize the importance of recognizing one's accomplishments and seeking support from others. The conversation also highlights various types of imposter syndrome and practical tools for managing self-doubt, including visualization and goal setting. Ultimately, the discussion encourages listeners to trust in their abilities and embrace their journeys.

Proud to share a powerful new episode of CPG Therapy featuring Jason Bronstad, CEO of MALK Organics.
Jason opens up about the side of leadership we don’t talk about enough in CPG — self doubt.

From scaling brands to navigating high-stakes decisions, he shares how moments of self doubt have shaped his leadership, sharpened his instincts, and strengthened the way he builds teams and culture.

This conversation is a reminder that even the strongest leaders feel self doubt — the difference is how you use it. Jason shows us how to turn that inner conflict into clarity and growth.

A must-listen for anyone building brands, leading teams, or carrying the weight of big decisions in a fast-moving CPG world.

Music: Astro Tiki by the Outer Spirals

Episode 2 V2: The Lies We Tell Ourselves — Understanding Self-Deception in CPG Culture

We all lie to ourselves sometimes — not out of malice, but to survive and feel justified in our positions. In this episode, Michelle Sheely, The Queen of Culture, explores how self-deception quietly shapes the way we lead, communicate, and connect. When we justify our own behavior, we stop seeing people as people — and culture begins to erode.

Over time, these positive or negative micro-moments define everything: trust, teamwork, and the health of your work culture or home. Tune in to uncover how self-awareness can turn a toxic culture into one that feels like a peaceful Sunday in the park.

I need your toxic workplace culture stories. I want to discuss what to do and what not to do when building employee culture. Come spill the tea with me and let me be a witness to your workplace grief. This can be completely anonymous too, so don't you worry!!!

Welcome to CPG Therapy, where even brands need a little therapy.

In this first episode, host Michelle Sheely — the Queen of Culture — draws a powerful parallel between working with people in CPG brands and guiding troubled teens in the wilderness. With over 20 years in sales and leadership, and a background as a wilderness counselor, Michelle shares how the same principles that help people heal can help transform teams and partnerships with the right mindset.

You’ll learn:

Because every great brand journey starts with getting real — about people, ourselves and what’s holding you back.

🛋️ Subscribe to CPG Therapy — taking the curd out of culture, one conversation at a time.