The Beacon Way

Business growth should not depend on luck, assumptions, or the latest trend. 

In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Hugo van den Biggelaar, CEO of The Bitsing Company USA, to explore a proven methodology for making clearer, more intentional growth decisions. 

Hugo spent more than eight years at Nike, working across finance, insights, loyalty, digital marketing, and brand strategy before moving into entrepreneurship. Today, he is helping bring the Bitsing methodology from Europe to the United States.  

Bitsing is a business growth framework developed over more than 30 years and used by more than 1,000 organizations. It brings finance, strategy, positioning, marketing, and sales together in one structured plan designed to help leaders focus on the actions most likely to produce measurable growth.  

In this conversation, Hugo explains why business owners should stop relying solely on gut feeling, how to identify where growth is already proven, and why the strongest brands give people an emotional reason to choose them. 

Adrienne and Hugo also discuss the challenges that businesses face at every size, from small entrepreneurial teams to global organizations, and how leaders can turn scattered ideas into a practical roadmap. 

In This Episode 
-Hugo’s journey from Nike to entrepreneurship  
-How the Bitsing methodology was developed  
-Why every business needs a clear growth roadmap  
-The difference between a financial goal and a strategy  
-How to use revenue data to decide where to invest  
-Why businesses often overlook what is already working  
-How to balance current revenue with new growth opportunities  
-Preparing a business to scale, sell, or exit  
-Why rational selling points are easy for competitors to copy  
-How emotional positioning creates brand preference  
-Three practical steps toward more intentional growth  

Key Takeaways 
-Set financial goals first. 
Brand awareness, website traffic, and sales conversions can support growth, but they are strategies rather than the final business goal. 

-Follow the evidence. 
Your existing revenue data can help show which services, products, audiences, and markets deserve more of your time and budget. 

-Create preference, not just a reason to buy. 
Price, speed, and features can all be copied. A strong brand gives people an emotional and distinctive reason to choose you. 


Chapters:
00:00 Introduction 
00:36 Hugo’s Journey from Amsterdam to Nike and New York 
02:48 Leaving Nike and Taking the Leap into Entrepreneurship 
05:59 Bringing the Bitsing Methodology to the United States 
06:54 How the Bitsing Growth Method Was Developed 
09:34 The Seven Principles Behind the Framework 
10:19 Building a Business Growth Roadmap 
11:47 Why There Is No Secret Shortcut to Growth 
12:36 Knowing When to Hire, Expand, or Stay Focused 
15:18 Replacing Gut Feeling with Business Data 
15:47 The Pencil Methodology Explained 
16:46 Deciding Where to Invest Time and Marketing Budget 
18:14 Growth Strategies for Scaling, Turnarounds, and Exits 
19:48 Why Businesses of Every Size Face Similar Problems 
22:32 Three Steps Toward Intentional Growth 
23:06 Set Financial Goals Before Choosing Strategies 
24:37 Let the Data Guide Your Decisions 
25:03 The Three Brand Challenges Businesses Must Solve 
26:24 Why Creating Preference Matters Most 
26:51 Finding an Emotional Advantage Competitors Cannot Copy 
28:03 Why B2B Marketing Is Still Human 
28:51 How to Connect with Hugo 
30:06 Closing 

 
Connect with Hugo van den Biggelaar:

Bitsing Website 
https://bitsing.com 

Email 
[email protected] 

LinkedIn 
https://www.linkedin.com/in/hugovandenbiggelaar/  

Learn More About Bitsing 

The Bitsing Company 
https://bitsing.com 

About the Bitsing method 
https://bitsing.com/about 

Books 

https://www.amazon.com/Seven-Laws-Guaranteed-Growth-Management/dp/906369413X  

Every business has a story. 

The question is: Are you telling yours?

In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Bridget Cook-Burch, bestselling author, publisher, book coach, and founder of Your Inspired Story, to explore why storytelling has become one of the most powerful tools for building trust, establishing thought leadership, and creating lasting business impact. 
Bridget shares her remarkable personal journey—from overcoming childhood adversity and a life-changing near-death experience to becoming a bestselling author and helping leaders uncover the stories that shape who they are.

Together, Adrienne and Bridget discuss how authentic storytelling helps business owners connect with the right audience, why thought leadership goes far beyond writing a book, and how sharing your story can transform both your leadership and your business.

The conversation also explores AI's impact on marketing, why human connection matters more than ever, and practical ways leaders can begin discovering the stories that only they can tell.

Whether you're an entrepreneur, executive, therapist, or business owner, this episode offers valuable insights into using your experiences to build credibility, inspire others, and create meaningful connections.

In This Episode
• Bridget Cook-Burch's personal journey and near-death experience 
• Why storytelling creates deeper human connection 
• Thought leadership versus simply writing a book 
• How your story becomes your competitive advantage 
• Building trust through authentic communication 
• Storytelling for therapists and behavioral health professionals 
• Marketing in the age of AI 
• Why connection is becoming more valuable than content 
• The timeline exercise for uncovering your story 
• Turning life experiences into lasting impact 

Chapters
00:00 Welcome to The Beacon Way Podcast
00:50 Meet Bridget Cook-Burch
01:30 Bridget's Incredible Story
05:00 A Life-Changing Near-Death Experience
08:30 Discovering the Power of Story
10:30 Why Every Leader Has a Story to Tell
12:00 Thought Leadership vs. Writing a Book
15:00 Finding Your Unique Message
16:45 Storytelling for Therapists & Behavioral Health
19:45 Why People Connect With Your "Why"
23:15 AI, Marketing & Human Connection
30:20 How to Discover Your Story
34:30 Bridget's Timeline Exercise
35:00 How to Work With Bridget
37:00 Closing Thoughts

🔗 Connect with Bridget Cook-Burch
Your Inspired Story
https://yourinspiredstory.com

Writing Retreats, Coaching & Publishing
Visit Your Inspired Story to learn more about Bridget's book coaching, writing retreats, and publishing services. 

Thinking about starting a business—or building one that stands the test of time?

In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Dr. Kevin Gazzara, CEO of Magna Leadership Solutions and CoachSultants.com, executive coach, leadership expert, speaker, professor, and author of The Leader of OZ.

Before launching his own consulting firm, Kevin spent 18 years at Intel Corporation, where he held leadership roles in product management, program management, and leadership development. He later led Intel University's management and leadership programs, helping develop more than 40,000 managers across 10 countries. Today, he works with organizations around the world to build stronger leaders, healthier workplace cultures, and high-performing teams. 

During this conversation, Kevin shares his 8 Ps of Entrepreneurship, a practical roadmap designed to help entrepreneurs build businesses with intention instead of relying on trial and error.

Together, Adrienne and Kevin discuss:
-The 8 Ps of Entrepreneurship 
-Why long-term planning gives entrepreneurs an advantage 
-Building a business that can withstand change 
-Creating a unique competitive advantage 
-Growing your professional network 
-Strategic partnerships that accelerate growth 
-Why saying "no" to the wrong clients is good business 
-The difference between coaching and consulting 
-Leadership lessons from decades of developing executives 

Whether you're launching your first company, growing an established business, or investing in your own leadership development, this episode offers practical strategies you can begin applying immediately.

 
Connect with Dr. Kevin Gazzara:

🌐 Magna Leadership Solutions
https://magnaleadership.com

🧠 Positive Intelligence Coaching & Training
https://pqtrainingandcoaching.com/

🤝 CoachSultants
https://www.coachsultants.com/

🌍 Kevin Gazzara's Website
https://kevingazzara.com 

📧 Email 
[email protected] 

📘 Free Resource 
Kevin mentions his book Ready, Set, Get Hired during the episode. Reach out via email to request your complimentary copy! 

As AI-generated content floods the internet, one thing is becoming increasingly valuable: authentic human connection. 

In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with digital marketing veteran Stephan Bajaio, founder of Vibe Logic and former co-founder of Conductor, one of the world's leading enterprise SEO platforms. 

Together they explore how AI is changing digital marketing, why authenticity is becoming one of the biggest competitive advantages for businesses, and what behavioral health practices can do to better connect with the people they're trying to serve. 

The conversation dives into content strategy, SEO, therapist branding, patient psychology, evergreen content, and why the best marketing isn't about selling—it's about helping. 

Whether you're a practice owner, marketer, or business leader, this episode offers practical insights into creating content that builds trust, creates connection, and serves people before they ever become customers. 

In This Episode:
-How AI is reshaping marketing  
-Why authenticity matters more than ever  
-Creating content that builds trust  
-Marketing for behavioral health practices  
-Writing for patients instead of search engines  
-Evergreen content that continues delivering value  
-Human-centered SEO strategies  
-Why empathy is your biggest competitive advantage  
-Turning expertise into meaningful content  
-The future of digital marketing  

 
Chapters:
00:00 Introduction 
00:55 Meet Stephan Bajaio 
02:00 From Yahoo! to Building a Half-Billion Dollar SEO Company 
03:40 Why Behavioral Health Marketing Matters 
05:15 Authenticity in the Age of AI 
07:10 Why Therapist Bios Often Miss the Mark 
10:10 Helping Patients Feel Seen Before They Call 
14:20 Marketing Is About Creating Connection 
17:00 You're Not Always Marketing to the Patient 
20:10 What McDonald's Can Teach Us About Marketing 
24:10 Why Therapists Need to Speak Human, Not Clinical 
31:00 Creating Evergreen Content That Actually Helps 
36:30 Why Expertise Alone Doesn't Build Trust 
41:00 Treating Real Problems, Not Bullet Points 
47:00 The Lasting Impact of Helpful Content 
50:00 Where to Connect With Stephan 
51:20 Closing Thoughts 

Connect With Stephan Bajaio 
Vibe Logic 
https://vibelogic.com 

LinkedIn 
https://www.linkedin.com/in/stephanbajaio/ 

Leadership isn't about being the loudest voice in the room. 

It's about building trust, creating accountability, and bringing people with you. 

In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with executive leader, board director, entrepreneur, and bestselling author Victoria Pelletier to discuss her remarkable leadership journey—from overcoming a traumatic childhood and becoming an executive at just 24 years old to leading organizations through mergers, acquisitions, corporate transformations, and cultural change. 

Victoria shares how years of being one of the only women in leadership shaped her approach, why she was once known as "The Iron Maiden," and how embracing authenticity transformed both her leadership style and the impact she has on the people around her. 

The conversation explores human-centered leadership, accountability, workplace culture, navigating difficult conversations, leading through change, and creating environments where people can thrive while still achieving high performance. 

If you're a business owner, executive, manager, or aspiring leader, this episode offers practical insights into building stronger teams and becoming the kind of leader people genuinely want to follow. 

In This Episode:

Victoria's journey from adversity to executive leadership  
Being the only woman in the room  
Why authenticity matters in leadership  
The dangers of leadership masks and personas  
Building trust through vulnerability  
Human-centered leadership vs. command-and-control leadership  
Accountability without sacrificing empathy  
Leading through mergers, acquisitions, and organizational change  
Creating followership instead of compliance  
How to know when it's time to leave an organization  

Connect With Victoria Pelletier 

Website 
https://victoria-pelletier.com 

LinkedIn 
https://www.linkedin.com/in/victoriapelletier 

YouTube channel
https://www.youtube.com/@UCpps5pAsPd83Bbn0YnofHRQ 

Books, Speaking & Leadership Resources 
https://victoria-pelletier.com 

Why Most Branded Podcasts Fail (with Roger Nairn, CEO of Jar Podcast Solutions)

Welcome back to The Beacon Way Podcast! 

In this episode, host Adrienne Wilkerson sits down with Roger Nairn, Co-Founder and CEO of Jar Podcast Solutions, to discuss what separates successful podcasts from the thousands that never gain traction.

Roger shares why many branded podcasts fail, how organizations should approach podcasting as a strategic business asset, and why every podcast needs a clear purpose before the first episode is ever recorded.

The conversation also explores audience-first content creation, podcast measurement and analytics, podcasting's evolution into video, the role of AI in content creation, and what the future looks like for creators, marketers, and media companies.

Whether you're launching your first podcast or looking to improve an existing show, this episode offers practical insights into building content that creates lasting audience engagement.

In This Episode:

· Why most branded podcasts fail 

· The difference between content marketing and podcast strategy 

·  How to determine your podcast's purpose 

·  Building audience-first content 

· Podcast analytics that actually matter 

· Video podcasts and the future of the medium 

· AI's impact on content creation and storytelling 

· Remote agency leadership and operations 

· Why human connection still matters in an AI-driven world 

00:00 Introduction & Meet Roger Nairn
  01:01 The Story Behind Jar Podcast Solutions
  02:20 Why Most Branded Podcasts Fail
  05:32 Podcast Analytics & Measuring Success
  08:05 Why Every Podcast Needs a Job
  10:35 Different Podcast Formats for Different Goals
  13:05 How Long Should a Podcast Be?
  15:50 The Evolution of Podcasting & Video Content
  17:00 The Human Element of Podcasting
  18:30 Podcasting in the Age of AI
  21:50 AI Slop, Authenticity & Human Connection
  24:40 AI, Hollywood & The Future of Creative Work
  33:00 How Jar Uses AI Internally
  36:25 AI, Creativity & Agency Operations
  41:15 Where to Find Roger Nairn
  42:55 Closing Thoughts

 Jar Podcast Solutions Website
  https://jarpodcast.com

LinkedIn
  Connect with Roger Nairn on LinkedIn

 https://www.linkedin.com/in/rogernairn604/ 

Resources & Blog
  https://jarpodcast.com

On this episode of The Beacon Way Podcast, host Adrienne Wilkerson interviews Deanna Dolecki (President) and Ashley Ruggeri (Account Director) of Blue Duck Agency about their backgrounds, the agency’s services (digital, acquisition email, direct mail, and video), and the emotional weight of marketing in mental and behavioral health. 

They discuss why “work-life balance” is better framed as work-life harmony, how Blue Duck has been fully remote for 26 years, and the benefits and challenges of virtual work, including productivity, flexibility for parents and caregivers, and the added effort required for collaboration and feedback—especially for younger employees. 

They share culture-building tactics like transparent company updates, intentional Zoom and in-person gatherings, games, meme/GIF chats, and hiring for “intangibles” by focusing interviews on candidates’ stories and motivations. 

Links mentioned in today's episode: 
blueduckagency.com
Reach out to Ashley: [email protected]

How Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting 

Adrienne interviews Julia, founder of Cheque, who moved from Sweden to the US after leaving her role at a Stockholm accelerator to start an invoicing platform for service businesses. Drawing on interviews with about 100 service providers, Julia explains how Cheque uses dynamic discounting—letting businesses offer optional discounted net 5 or net 10 terms alongside standard net terms—so clients can pay early for a 1%–3% discount, helping vendors improve cash flow without relying on lines of credit or factoring. They discuss the realities of entrepreneurship, the pain points in existing bookkeeping and invoicing tools, and Cheque’s longer-term vision for a “credit exchange without credit” that could route early-payment demand across the platform. Julia shares how to contact her and notes Cheque’s free plan and QuickBooks integration.

Contact Julia on LinkedIn: https://www.linkedin.com/in/juliadelin/

Cheque Website: https://www.chequepay.co/

Contact Adrienne on LinkedIn: https://www.linkedin.com/in/adriennewilkerson/

Beacon Media & Marketing Website: https://www.beaconmm.com/

Follow Beacon Media & Marketing Social Media

https://www.linkedin.com/company/beacon-media-marketing/posts/?feedView=all

https://www.facebook.com/beaconmm/

https://www.instagram.com/beaconmm/

00:00 Welcome and Introductions

00:18 Julia’s Founder Story

01:29 How Cheque Works

02:37 Taking the Leap

04:02 Entrepreneur Rollercoaster

08:14 Big Vision for SMBs

09:45 Cash Flow Alternative

12:06 Dynamic Discounting Demo

16:35 Proactive vs Collections

19:51 Credit Exchange Vision

21:32 Roadmap and Risk

22:39 Free Plan and Contact

23:58 Healthcare Use Case

27:03 Closing Thanks

On this episode of The Beacon Way podcast, Adrienne interviews Reno-based CPA and business broker Mike Bosma about his path from studying accounting (originally planning on law) to working at Deloitte and Grant Thornton, then launching his own CPA firm in 2007. Bosma shares how a Reno KOH radio show led to a broader advisory platform that later became a podcast, and discusses selling his CPA firm in 2017, why the acquirer struggled with the firm’s consulting-heavy model, and how he reacquired it in 2021 while also building a brokerage practice. He offers guidance on preparing to sell a business: making the founder replaceable, negotiating role clarity before closing, practicing transparency, and keeping accurate accrual-based financials free of personal expenses, along with insights on private equity structures and post-sale transition planning.

Mike Bosma – Keystone CPAs

https://keystone.cpa/bosma-on-business/

775-786-4900

[email protected]

What Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1

On this solo episode of the Beacon Way Podcast, host Adrienne Wilkerson (CEO and co-founder of Beacon Media and Marketing) tackles the question of what businesses are paying for in marketing as AI now handles up to 60% of marketing tasks, citing a 2025 Anthropic study showing roughly 65% observed AI usage in marketing research and production. She argues AI is primarily a production layer, while agencies provide strategy, judgment, specificity, compliance, and cross-discipline coordination—especially critical for mental and behavioral health practices. Adrianne outlines what AI does well (first drafts, SEO/structure, variations, research synthesis, analytics, production scaling, and workflow automation) and where it consistently fails without humans (positioning, audience nuance, clinical accuracy, HIPAA/compliance judgment, brand voice consistency, cross-channel coordination, stakeholder relationships, and strategic prioritization).

00:00 Welcome to Beacon Way

00:58 The AI Agency Question

01:32 What You Pay For Now

03:17 Anthropic Study Findings

05:35 AI Wins in Marketing

08:29 Where AI Falls Short

14:17 Human Judgment Matters

15:42 Wrap Up and Part Two