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How to Market Without Marketing: Scott Martin’s Groundswell Method
Most brands are still screaming for attention. Scott Martin believes the future belongs to the ones who earn trust.
In this episode of The Viral Genius Podcast, Fernando Labastida sits down with Scott Martin — CEO of Groundswell Origins, author of Groundswell: The Unseen Wave of Business Growth, TEDx speaker, and creator of the upcoming book Title Shift. Together, they unpack one of the most important shifts happening in marketing today: the move from an attention economy to a trust economy.
Scott explains why consumers are overwhelmed, skeptical, and tired of “growth hacking theater”… and why the brands that win next will be the ones that build authentic, coherent experiences from the very first touchpoint all the way through delivery. He calls this new category Brand Coherence — the strategic bedrock for sustainable growth in an age of AI, content overload, and mistrust.
You’ll also hear:
Why “trust → like → know” is the new buying cycle
How AI-generated perfection is accelerating mistrust
What Scott learned from decades in growth hacking — and why he walked away from it
How his Groundswell Method helps companies grow without traditional marketing
The power of circles of trust, superconsumers, and founder-led category creation
Why patience may actually be the greatest “growth hack” of all
This is a rich, future-forward conversation about designing brands people actually believe in — and why transformation (not tactics) is the real engine of word-of-mouth.
If you’re a founder, marketer, creator, or anyone trying to build something that lasts, this episode is a north star.
CHAPTERS
00:00 — Introduction: Content Overload & Mistrust00:46 — Meet Scott Martin02:11 — The Premise of Title Shift03:26 — Entering the Age of Mistrust04:49 — Circles of Trust & the Return to Community06:50 — Defining a New Category: Brand Coherence08:44 — Sustainable Growth Marketing09:14 — What Brand Coherence Really Means16:02 — The Groundswell Method Explained20:05 — Transformation as the Ultimate Growth Loop26:46 — Lightning Strikes & Community Building33:28 — Closing Thoughts & What’s Next
Where to Find Scott Martin
Website: https://groundswellorigins.com
YouTube: https://groundswell.tv
LinkedIn: Search Scott A. Martin – Groundswell
Groundswell Inner Circle Community: https://groundswellinnercircle.com
Podcast: The Groundswell Podcast (available on all major platforms)
Get full access to Strike Marketing News at strikemarketing.news/subscribe
View all episodes
By Fernando LabastidaMost brands are still screaming for attention. Scott Martin believes the future belongs to the ones who earn trust.
In this episode of The Viral Genius Podcast, Fernando Labastida sits down with Scott Martin — CEO of Groundswell Origins, author of Groundswell: The Unseen Wave of Business Growth, TEDx speaker, and creator of the upcoming book Title Shift. Together, they unpack one of the most important shifts happening in marketing today: the move from an attention economy to a trust economy.
Scott explains why consumers are overwhelmed, skeptical, and tired of “growth hacking theater”… and why the brands that win next will be the ones that build authentic, coherent experiences from the very first touchpoint all the way through delivery. He calls this new category Brand Coherence — the strategic bedrock for sustainable growth in an age of AI, content overload, and mistrust.
You’ll also hear:
Why “trust → like → know” is the new buying cycle
How AI-generated perfection is accelerating mistrust
What Scott learned from decades in growth hacking — and why he walked away from it
How his Groundswell Method helps companies grow without traditional marketing
The power of circles of trust, superconsumers, and founder-led category creation
Why patience may actually be the greatest “growth hack” of all
This is a rich, future-forward conversation about designing brands people actually believe in — and why transformation (not tactics) is the real engine of word-of-mouth.
If you’re a founder, marketer, creator, or anyone trying to build something that lasts, this episode is a north star.
CHAPTERS
00:00 — Introduction: Content Overload & Mistrust00:46 — Meet Scott Martin02:11 — The Premise of Title Shift03:26 — Entering the Age of Mistrust04:49 — Circles of Trust & the Return to Community06:50 — Defining a New Category: Brand Coherence08:44 — Sustainable Growth Marketing09:14 — What Brand Coherence Really Means16:02 — The Groundswell Method Explained20:05 — Transformation as the Ultimate Growth Loop26:46 — Lightning Strikes & Community Building33:28 — Closing Thoughts & What’s Next
Where to Find Scott Martin
Website: https://groundswellorigins.com
YouTube: https://groundswell.tv
LinkedIn: Search Scott A. Martin – Groundswell
Groundswell Inner Circle Community: https://groundswellinnercircle.com
Podcast: The Groundswell Podcast (available on all major platforms)
Get full access to Strike Marketing News at strikemarketing.news/subscribe