In this conversation, Lina Tonk, the CMO of isolved, discusses the importance of cultivating relationship with customers, an opportunity enhanced through experiences with isolved's customer roadshows. Lina emphasizes the transformative power of listening to customers and using their feedback to drive internal brand development. Lina's journey within isolved reflects her dedication to serving both employees and customers, and she emphasizes the significance of purpose, learning and authenticity in her role. Overall, the conversation underscores the importance of customer-centricity, employee culture, and the continuous evolution of a brand.