Lululemon Chief Brand and Product Activation Officer Nikki Neuburger has been inside three enterprise realities that couldn't be more different: Nike at its peak, where brand was the business and everyone knew it; Uber Eats, where she helped build a brand from scratch inside a three-sided marketplace during a trust crisis; and now at Lululemon, where she's lived through both extraordinary revenue growth and significant value erosion. In this conversation she tells Seth something every CEO and product leader needs to hear, which is that the best product doesn’t always win, backing it up with a career's worth of evidence about what actually creates value when the product alone isn't enough. 

Nikki reveals why a crack between leaders at the top becomes a crater by the time it reaches the frontline, why proximity to the customer is an executive's ultimate power and what gets destroyed when that proximity disappears, and why she believes AI-driven search is about to make every business decision visible to consumers in ways that will fundamentally change how brand value gets created and destroyed.

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Entrepreneur and author Eric Ries wrote the seminal book "The Lean Startup" and spent years teaching founders how to build companies, before realizing he'd never taught them how to protect what they built. In an economy where profit and value are often conflated, too many companies allow what Eric refers to as “the ghost of the public markets” to sit in every strategy meeting, trading long-term customer trust for short-term stock price bumps.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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In Q425, Duolingo's CEO told the Street the company would accept slower revenue growth and lower profitability in order to prioritize growing the number of people who use the product every day. This is a strategic decision that runs counter to what most enterprises do under pressure from analysts and investors. 

In this conversation, Duolingo's CMO, Manu Orssaud, walks Seth through why the company made that bet and what it reveals about where value actually comes from. They also talk about why brand consistency and brand sameness are two very different things that most companies confuse; why 40% of Duolingo's growth in China can't be explained by any attribution model and the company's strong conviction that what they're seeing is brand momentum; and why, after building one of the most irreverent brands in tech, Manu's now wrestling with how Duolingo evolves without letting shock value become the brand.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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Early in his career as a social media coordinator at Burberry, Musa Tariq spent six figures to livestream a 2008 Burberry fashion show that, despite hopes of reaching one million viewers,  delivered only 673. While it looked (and felt) like a failure and the end of his job, Burberry CEO Angela Ahrendts recognized it as a first of its kind that needed time to grow. 

For him, this was a defining lesson in resisting short-termism that’s guided his work and career from Nike, Ford, Apple, and Airbnb, to his tenure as CMO of GoFundMe. Now as co-founder of the consultancy Science and Story, he is working to bridge one of the most expensive divides in business: the one between brand and business strategy.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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LVMH’s Mathilde Delhoume-Debreu spent 30 years at Procter & Gamble before becoming the Global Brand Officer across the luxury behemoth’s 75 independent Maisons, which means she's navigated a spectrum of value creation across categories and has come to deeply understand what separates brands that drive value enduringly from those that don’t.

In this episode, she and Seth dig into how repositioning Pampers from functional superiority to a higher-order insight about baby development (without changing the product at all) tripled brand revenues in only three years; why creativity without coherence and craft without culture are two of the most reliable paths to value destruction; what LVMH's model of 75 independent Maisons teaches any enterprise about the difference between cannibalization and complementarity; and why the balance between the short and long term isn't a strategic preference but what determines whether a company survives its own success.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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Having previously led marketing at physical-product giants like Kellogg, PepsiCo, and Toys "R" Us, JPMorganChase CMO Carla Hassan offers a unique perspective on what changes when your product becomes completely intangible. When 84 million customers entrust an institution with their savings and financial futures, trust isn't built on a retail shelf, it’s created or destroyed in the quiet consistency of 320,000 employees and 5,000 branches executing every single daily interaction.

In this episode, Seth and Carla discuss why brand reputation relies on human connection in physical branches and seamless enterprise alignment,  the dangerous trap companies fall into of shipping their internal org structure to the end user, and why category leaders can never afford to get comfortable, even at the top of their industry.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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Some of the Italian luxury audio brand Sonus Faber’s speakers are made with a window on the top so buyers can see every detail of their handcrafted interior. Because as Jim Mollica, CMO of Bose and President of the company’s Luxury Consumer Audio division puts it, everything matters and everything communicates. This conviction, that what a company chooses to care about when nobody's watching compounds into pricing power and trust, and is the thread that runs through this entire conversation. 

Sixty years into building the Bose brand, he's its first CMO, hired after the company learned the hard lesson that better products don't always win. We talk about his time at Disney, Ralph Lauren, and Under Armour, why decisions about Italian leather sourcing and climate-controlled hand delivery of a $250,000 audio system are brand decisions that compound whether they’re measured or not, and why his time at Viacom taught him that asset allocation is the number one predictor of whether value gets created or destroyed.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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Jonathan Mildenhall has spent his career believing that brands can be bigger than their categories. In a storied career, he helped create “Open Happiness” at Coca-Cola, which became the brand's most profitable platform in its history; at Airbnb, he wrote a white paper for Brian Chesky and the Board titled "The Business Case for Building an Iconic Brand," and four years later he’d proven the case and was managing a marketing budget that had grown from  $25 to $750 million during his tenure. Now as the first CMO of Rocket Companies, he's helping people on their path to prosperity by romancing the American dream through homeownership at a time when every macroeconomic force is working against the premise. 

Seth talks with Jonathan about his argument, one every CEO needs to hear, that the single biggest destroyer of brand value is the erosion of belief inside a company; about why so much marketing never transcends its category; why he's replaced the traditional funnel with a model called priming and proving that treats humans and machines as two distinct audiences, and why the two questions he asks every CEO before taking a job are questions every marketing leader should be asking. 

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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LinkedIn CMO Jessica Jensen calls herself a "painter with an abacus"—which might just be the most perfect shorthand for what a modern marketing leader should be. She grew up writing advertising jingles at the kitchen table with her father, a creative director at DDB, and her mother, a speech and language teacher. This unique combination of rigorous quantitative training and a deep passion for artistic expression runs through Jessica's leadership journey across six massive companies—BCG, Apple, Meta, Booking Holdings, Indeed, and LinkedIn—and informs every part of this conversation. Jessica observes that the fastest path to value destruction is losing focus, that fiefdoms kill more enterprise value than bad creative ever will, and that good strategy cuts like a knife.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network.

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Gary Vaynerchuk was an early investor in Facebook, Twitter, Snapchat, Coinbase, and Uber, founded VaynerMedia, and is one of the most recognizable voices in marketing and business. In this wide-ranging conversation, he and Seth get into what Gary has learned from sitting across from hundreds of founders about the patterns separating value creators from capital destroyers (including the answer he rarely gives publicly about what connects every investment decision he's ever said yes to), what nine years of stagnation at Twitter reveals about how enterprises destroy value, why Apple's run under Tim Cook is both a masterclass and a cautionary tale, and why the single biggest gap in Fortune 500 marketing isn't what most people think it is. And on a personal level, Gary gets into what growing up as a Soviet immigrant taught him, and why '80s pop culture shaped his instincts as a consumer strategist just as much as anything that happened in a boardroom.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network.

Follow the podcast on Instagram / TikTok: @createordestroypod

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