Strategize This Podcast

## In This Episode

William Hardaway examines how diversifying the design industry could transform the look and feel of fashion brands. Using a real example of a prominent magazine dressing a model as a geisha despite publishing articles about inclusion, Will explains why representation without voice leads to the same problematic outcomes. He argues that creative frameworks themselves — design thinking, agile, lean — need to be dismantled and rebuilt with anti-racism work integrated from the start.

## Key Takeaways

- Representation alone won't change fashion — without voice and power, diverse hires can still be silenced in corporate settings where speaking up carries professional risk

- Creative frameworks like design thinking rely on "objectivity" and "standards" that default to the majority perspective and often exclude the experiences of oppressed communities

- Brands must be intentionally direct when testing creative work — asking "how might this be considered racist?" is not leading the witness, it's correcting for existing bias

- The fashion industry has many layers of design (fashion design, retail architecture, service design, graphic design) and problematic decisions can slip through at any point in that creative ecosystem

## About William Hardaway

William Hardaway works at the intersection of social justice and design thinking. After over a decade in each field separately, he combines them to break apart creative frameworks and integrate anti-racism work into the design process. His approach focuses on dismantling existing processes to uncover where bias enters creative decision-making.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## In This Episode

William Hardaway confronts one of the hardest questions brands face today: how can you share company values about embracing diversity without it coming across as a marketing scheme? His answer is direct — ditch the word "diversity" entirely. Will explains why decades of overuse have emptied the term of meaning, and why brands need to move toward transparency, inclusion, and equity instead of signaling.

## Key Takeaways

- The word "diversity" has become a signal of inaction for people of color — it often means a company is checking a box rather than driving real change

- Diversity, equity, and inclusion are a package deal — you cannot claim one without doing the work on all three

- Companies fear that transparency about internal issues (like racism or pay gaps) will hurt their market value, but that fear is unfounded and prevents progress

- Instead of using diversity as a buzzword in mission statements, brands should define what specific impact they want to have and demonstrate it through action

## About William Hardaway

William Hardaway works at the intersection of social justice and design thinking. After working in each field separately for over a decade, Will combined these two disciplines to drive change in an industry that unites people and crosses borders.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## In This Episode

Mo Ismail tackles the question every content creator faces: how do you create a video cover that catches someone's attention? Mo breaks down why most creators over-produce their graphics and under-prioritize the one element that actually drives clicks — the title. He shares a practical framework for designing thumbnails that work across YouTube, Instagram, and LinkedIn.

## Key Takeaways

- Make the title the dominant element on your cover — don't let colors, graphics, or your face compete with it for attention

- Test your thumbnail at 25% zoom: if you can still read the title at that size, you're good

- Write titles that challenge or affirm an existing assumption the audience holds — this triggers an emotional response that drives clicks

- For talking-head videos, include a photo showing a facial expression that represents the emotional outcome of the content

- Think of your cover like a movie theater marquee: the biggest thing in lights is what gets people in the door

## About Mo Ismail

Mo Ismail is a video strategist helping digital entrepreneurs, course creators, digital product sellers, and thought leaders explode their video content, create fans, and make money through banger videos.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## In This Episode

Matthew Cicanese, a National Geographic Explorer and photographer, answers the question: how do you choose a photography style for your brand? Rather than focusing on gear or techniques, Matthew explains that the foundation of great photography is curiosity and observation — learning to truly see your world rather than just look at it.

## Key Takeaways

- You don't need expensive gear to start — be curious first and use the tools you already have, even if it's just your phone

- Matthew's "Look See" workshop is built on the idea that there is a fundamental difference between looking at something and truly seeing it

- Storytelling bridges the gap between what people think they know and universal truth — a single powerful image can communicate more than a data graph

- Your own unique perspective is what makes your brand photography stand out; draw inspiration from others, but bring your own lens to the world

## About Matthew Cicanese

Matthew Cicanese is a National Geographic Explorer, storyteller, and photographer who educates people on how to tell stories and explore their world with a fresh perspective, a mindful heart, and a curious lens. He grew up in Central Florida flipping over rocks and logs, and that childhood curiosity shaped his approach to visual storytelling.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## This Week's Theme: Brand Look and Feel

Week 2 dives into how brands can tie purpose and intention into their visual identity. From choosing the right photography style to creating attention-grabbing video covers to navigating authentic representation in fashion, this week's guests explore the many layers of brand experience across multiple senses and touchpoints.

## What to Expect This Week

- **Matthew Cicanese** on how to choose a photography style for your brand

- **Mo Ismail** on how to create a video cover that catches someone's attention

- **William Hardaway** on sharing company values about diversity without it looking like a marketing scheme

- **William Hardaway** on how diversifying the design industry impacts the look and feel of fashion brands

## About Strategize This

Season 2 of Strategize This brings focused, one-question episodes — short conversations that get straight to the value. Hosted by Adam Matossian and Alicia Jones.

## In This Episode

Adam and Alicia talk with William Hardaway about how leaders can uncover social challenges hiding in their work environments. Will introduces the concept of "empathy seeking" — a set of skills for uncovering people's real feelings through deeper questions and storytelling rather than surveys. He also walks through his "elephant in the room" activity, where employees anonymously surface the things that go unsaid in the office but get discussed at the water cooler, then use impact voting to identify the most salient issues and build a path forward.

## Key Takeaways

- Empathy seeking is a skill set, not just a feeling — leaders must actively ask deeper questions like "tell me about a time when..." to uncover real emotions and experiences

- Listen for emotional inflections — when someone's voice changes during a story, that's the moment to dig deeper and ask what that feeling was about

- You can't uncover social challenges through surveys alone — it requires real-world, facilitated discussion, often best led by an outside facilitator

- There is no magic pill for systemic issues like racism or sexism — solutions must be custom for every organization, changing individuals, institutions, and structures

- The "elephant in the room" activity uses anonymous post-it notes and impact voting to surface workplace issues that everyone knows about but nobody talks about openly

## About William Hardaway

William Hardaway works at the intersection of social justice and design thinking. After working in each field separately for over a decade, Will combined these two disciplines to drive change in an industry that unites people and crosses borders. Find him on social media at @whardaway.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## In This Episode

Adam and Alicia sit down with Mo Ismail to explore how creators and entrepreneurs can show up with more confidence and authenticity on camera. Mo challenges the common assumption that confidence means charisma or high energy, arguing instead that true confidence comes from clarity and organization in your message. He also shares a personal story of suppressing his natural personality to appear "professional" — and how embracing his authentic self led to more speaking engagements, podcast invitations, and clients in just 30 days.

## Key Takeaways

- Confidence on camera equals clarity, not charisma — focus on making your message understood rather than trying to impress with jargon or credentials

- Organization matters: take your audience on a journey from general to specific, like a funnel, so they can follow your message step by step

- Trying to be authentic is itself inauthentic — you cannot write a role for yourself in a movie that you get typecasted for that you don't want

- Know your audience and adapt your language accordingly — speaking to high schoolers requires different examples and stories than speaking to business executives

- The only lane you can pave is your own — when Mo stopped suppressing who he was and started creating content that was 100% himself, opportunities multiplied

## About Mo Ismail

Mo Ismail is a video strategist helping digital entrepreneurs, course creators, digital product sellers, and thought leaders explode their video content, create fans, and make money through banger videos. A former public speaking instructor with four years of teaching experience, Mo brings a unique blend of communication expertise and video strategy. Find him online at @moismail or mocs.media.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## In This Episode

Adam and Alicia talk with Matthew Cicanese about his battle with imposter syndrome — and how he pushed through it to apply for Forbes 30 Under 30. Matthew reveals that the application took 14 hours to complete via a massive Google Form, and he submitted it while packing for a 1,000-mile move during COVID. His approach: suspend the disbelief and just do it, because the deadline won't wait.

## Key Takeaways

- Imposter syndrome is a double-edged sword — healthy self-scrutiny can become paralyzing perfectionism if you obsess over every detail

- Sometimes the best strategy is to "say screw the imposter syndrome" and just submit — especially when the clock is ticking and you have one shot

- After applying, Matthew forgot about it entirely — a powerful coping mechanism for the waiting process in any high-stakes situation

- Success often comes in the eye of the hurricane — Matthew's biggest breakthroughs arrived during his most chaotic personal moments

## About Matthew Cicanese

Matthew Cicanese is a National Geographic Explorer, storyteller, and photographer who educates people on how to tell stories and explore their world with a fresh perspective, a mindful heart, and a curious lens. He is a Forbes 30 Under 30 honoree with over a decade of experience in visual storytelling.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## In This Episode

Adam and Alicia sit down with Manja Horner to tackle a question many aspiring course creators face: do you actually need to be an expert to teach online? Manja breaks down the misconception that credentials equal teaching ability, arguing that you only need to be a few steps ahead of your audience. She also shares a practical approach to validating your knowledge by sitting down with a potential learner before building your course.

## Key Takeaways

- You don't need a PhD to teach — being a few steps ahead of your learner is enough to create real value

- Your level of expertise determines how much you can charge and how deep your content goes, from free nurture content to premium paid courses

- Test your knowledge by sitting down with a beginner in your topic area — you'll quickly discover you know more than you think

- The courage to teach starts with dropping the pressure to be perfect and recognizing that everybody starts somewhere

## About Manja Horner

Manja Horner is the founder of Boost Learning Development, where she helps course creators and educators take their already successful programs and transform them into their life's greatest work. You can find her on Instagram, Facebook, and LinkedIn at @Boostld.

## Connect

- Hosted by [Adam Matossian](https://humms.io) and [Alicia Jones](https://designwise.ca)

- Listen on [Spotify](https://open.spotify.com/show/4oz3bKkBwv70DkFtr0Icyp) | [Apple Podcasts](https://podcasts.apple.com/us/podcast/strategize-this/id1539086249) | [Amazon Music](https://music.amazon.com/podcasts/f38f0c4c-74f5-4c9f-a267-fd763f05dca4)

## This Week's Theme: Leadership & the Courage to Stand Out

Season 2 of Strategize This introduces a bold new format — one question, one guest, one focused conversation. This week, Adam and Alicia preview five episodes exploring what it takes to lead authentically and stand out in your field.

## What to Expect This Week

- **Manja Horner** on whether you need to be an expert to create an online course

- **Matthew Cicanese** on overcoming imposter syndrome to apply for Forbes 30 Under 30

- **Mo Ismail** on becoming more confident and authentic on camera

- **William Hardaway** on how leaders can uncover social challenges in the workplace

## About Strategize This

Season 2 of Strategize This brings focused, one-question episodes — short conversations that get straight to the value. Hosted by Adam Matossian and Alicia Jones.