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In this joyful and energizing episode of UX Leadership by Design, Mark Baldino is joined by creativity catalyst Melissa Dinwiddie — a Juilliard-trained dancer turned artist, jazz singer, improviser, and innovation strategist and coach. Melissa helps individuals and teams get unstuck and unlock their creative potential, even (and especially) when they don’t see themselves as creative. She walks us through her deceptively simple “Create the Impossible” framework—Play Hard, Make Crap, Learn Fast—and dives deep into why perfectionism is the enemy of progress.

Whether you’re a self-identified “non-creative,” an overthinking perfectionist, an analytically minded problem-solver, or a leader trying to build more innovative teams, this episode is packed with insight, laughter, and incredibly actionable advice. Bonus content: Melissa was kind enough to create an IMPACT Innovation Checklist for all of our listeners.

Key Takeaways

• Play Hard, Make Crap, Learn Fast – Melissa’s 3-part framework helps people move through creative blocks with intention and joy.
• Everyone is Creative – The belief that creativity is for “others” is one of the biggest blockers to innovation.
• Perfectionism Kills Progress – Creatives often get stuck chasing an unattainable ideal. Melissa advocates for “intentional imperfectionism.”
• Improv Builds Better Teams – Activities like “Time Traveler” help teams build empathy, communicate better, and influence with impact.
• Self-Compassion Fuels Innovation – Letting go of judgment and leaning into curiosity enables us to grow, create, and experiment more freely.

Chapters

• 00:00 – Welcome & Guest Intro
• 00:22 – From Juilliard to Jazz
• 02:24 – The Creativity Myth
• 05:40 – The “Create the Impossible” Framework
• 07:02 – Breaking the “I’m Not Creative” Label
• 11:41 – Improv for Innovation & Communication
• 18:16 – Play Hard, Make Crap, Learn Fast
• 24:03 – Helping Creatives Let Go of Perfectionism
• 27:52 – Mark’s Tile Confession
• 32:40 – Where to Find Melissa & Listener Resources

Resources & Links

• Connect with Melissa Dinwiddle on LinkedIn
• Melissa’s Website and YouTube Channel
• Thank you gift: IMPACT Innovation Checklist

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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What’s it really like inside a UX consultancy? In this special in-house episode of UX Leadership by Design, Mark Baldino sits down with two incredible Fuzzy Math teammates — Senior Designer Madeleine Byrne and Senior Project Manager Jaléssa Savage — to talk about what UX leadership looks like from the inside out.

They unpack how projects are structured, how cross-functional teams communicate, and how empathy, clarity, and constraints shape successful outcomes. From wrangling stakeholders to making smart design trade-offs, it’s a behind-the-scenes look at how Fuzzy Math keeps projects human, impactful, and on track — with a few hot takes and laughs along the way.

Whether you’re growing into leadership or just curious how collaborative teams actually work, this one’s packed with insights and energy.

Key Takeaways:

• Balancing Empathy Across Users and Clients – True design leadership means understanding not just end-users but also the internal and external stakeholders shaping the work.
• Why Design Needs Guardrails – PMs aren’t just managing scope — they’re helping passionate designers stay focused and productive within real-world constraints.
• Visuals Are Alignment Tools, Not Just Outputs – Design artifacts aren’t just deliverables; they’re powerful tools for clarifying thinking and aligning teams.
• Stakeholder Trust Starts Early – Trust-building begins with structured project kickoffs and intentional communication — not just when the work hits Figma.
• Client Assumptions Need Evidence – Teams often bring mental models of what they want; our job is to validate, challenge, and guide them with research and strategy.

Chapters:

• 00:00 – Introducing the Fuzzy Math Team
• 00:51 – Madeleine’s Journey from Theater to UX
• 03:19 – Jaléssa’s Journey from Events to Project Management
• 05:57 – Listening and Building Trust with Clients
• 12:47 – How Fuzzy Math Project Teams Work Together
• 25:10 – Common Design Challenges and How We Handle Them
• 31:31 – Working with Clients Who Have a Mental Model
• 43:06 – Hot Takes and Advice for Aspiring Leaders

Links:

• Connect with Madeleine on LinkedIn: https://www.linkedin.com/in/madeleine-byrne-150a959a/
• Connect with Jaléssa on LinkedIn:  https://www.linkedin.com/in/jalessasavage/

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino talks with Chris Silvestri, founder and chief conversion copywriter at Conversion Alchemy. Chris brings a rare blend of backgrounds—software engineer, UX designer, and conversion copywriter—to tackle one of the toughest challenges in B2B: turning complex decision-making into clear, effective messaging. We dig into his AI-powered empathy framework, PATH, and explore how he uses customer research, simulated personas, and real language to help teams write content that connects. For anyone working in UX, product, or content, this is a masterclass in aligning messaging with how humans actually think, feel, and decide.

Key Takeaways

• Empathy can be “engineered” – Chris shares his AI-powered PATH framework (Prepare, Articulate, Test, Harmonize) to simulate customer personas and deepen user empathy.
• Conversion is a series of micro-decisions – It’s not just about a final click—every piece of copy should guide users through their decision-making process one step at a time.
• Vague messaging creates drop-off – If users can’t understand what you do, who it’s for, or why it’s different in a few seconds, they’ll bounce.
• Expectation-setting is everything – From homepage copy to “Book a Demo” CTAs, clear expectations can dramatically reduce friction and build trust.
• AI won’t replace writers—it augments them – Used correctly, LLMs can simulate customers, test ideas, and accelerate iteration—if humans remain in the loop.
• UX, sales, and copy need a shared foundation – Chris’s work helps unify these functions by anchoring messaging in customer research and decision psychology.

Chapters

• 00:00 – From Engineering to Empathy
• 03:47 – Lessons from Dangerous Machines
• 06:02 – The Pyramid of Conversion
• 10:56 – Jobs to Be Done in B2B
• 13:47 – Selling to the Whole Buying Team
• 17:45 – Common Copy Mistakes
• 25:45 – AI and Empathy: The PATH Framework
• 31:00 – How Chris Uses AI Personas for Better Copy
• 33:51 – AI as an Accelerator, Not a Replacement
• 34:00 – From Copywriter to Conversion Architect

Resources & Links

• Conversion Alchemy Website, Newsletter, & Podcast
• Connect with Christopher Silvestri

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino talks with Mauricio Steffen, Senior Director of Product Management at Ericsson, about the crucial role customer research and empathy play in successful product management. Mauricio shares his unique career path, transitioning from corrections officer to frontline support, then into product management, highlighting how deep, empathetic listening skills have been essential across all roles. The conversation explores how to scale customer feedback processes, synthesize insights effectively, and navigate stakeholder management. Mark and Mauricio challenge the common misinterpretation of Henry Ford’s quote about customer research, emphasizing the importance of genuinely understanding underlying customer needs. Practical advice is offered for breaking through organizational blinders, advocating for meaningful change, and maintaining balance when strategic initiatives seem misaligned with immediate customer requests.

Key Takeaways

• Empathy and Active Listening: Genuine empathy and active listening are key skills that transcend industry and job function, essential for product management success.
• Scaling Customer Feedback: Utilize scalable methods like AI (LLMs) to analyze and summarize customer feedback at scale, uncovering patterns and root causes effectively.
• Root Cause Analysis: Go beyond surface-level customer requests by digging deeper to uncover true underlying problems and needs, rather than just stated wants.
• Stakeholder Engagement: Engage stakeholders early, make them feel heard, and clearly communicate decisions to achieve alignment and minimize resistance.
• Embracing Customer Feedback: Treat customer feedback as a valuable gift; show appreciation and continuously demonstrate that input shapes your product decisions.
• Admitting Mistakes: Develop the courage to pivot or stop projects when customer and market feedback indicates potential failure; maintaining an honest, reflective process is key to sustainable success.

Chapters

• 00:00 Introduction to Mauricio Steffen
• 02:09 Career Journey: From Corrections Officer to Product Management
• 06:57 The Role and Philosophy of Product Management
• 09:59 Influencing Stakeholders: Education, Listening, and Empathy
• 12:42 Scaling Customer Feedback and Leveraging AI
• 15:34 Why “Faster Horse” Is a Cop-Out: Understanding Customer Needs
• 22:49 Breaking Organizational Blinders with Customer Insights
• 26:07 The Challenge of Admitting Mistakes and Changing Course
• 29:37 Root Cause Analysis: From Wants to True Customer Needs
• 35:33 Empathy as the Key Skill for All Stakeholder Management

Resources & Links

• Connect with Mauricio Steffen on LinkedIn

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino sits down with David Hirschfeld, founder and CEO of Tekyz, about the Launch First methodology—a metrics-driven approach to de-risking product development and achieving product-market fit before building software. David shares insights from working with over 90 startups, highlighting the common pitfalls that lead to failure, particularly the mistake of waiting too long to validate revenue. He breaks down how to identify the right niche, perform root cause analysis, and use high-fidelity prototypes to pre-sell software before investing in an MVP. Whether you're a startup founder, a product leader, or iterating on a new SaaS offering, this episode offers actionable strategies to validate demand, avoid wasted development, and accelerate success.

Key Takeaways

• The Biggest Mistake Startups Make - Most startups fail due to lack of product-market fit, not running out of money. Waiting too long to validate revenue leads to wasted resources and increased risk.
• Flipping the MVP Approach - Instead of using an MVP to test product-market fit, use it to validate product-solution fit—ensuring real customers will use it, not just buy it.
• Pre-Selling Before Building - High-fidelity prototypes that feel like real software can be used to sell the vision and secure early customers before writing a single line of code.
• The Power of Niche Analysis - Startups should identify a niche where pain points have both a high cost and a high perceived impact, ensuring customers are both willing and able to pay.
• The Scientist vs. The Believer - Founders often wear the "black robe" of belief in their vision, but success comes from adopting the "white coat" of data-driven decision-making.
• Speed Matters: Fail Fast, Fail Cheap - Instead of spending years and millions developing a product that may not sell, Launch First helps founders validate demand in 3-5 months.
• Lifetime Licenses Aren’t Crazy - For some SaaS models, offering lifetime licenses in pre-sales can be a smarter way to fund development than raising capital and losing equity.

Chapters

• 00:00 Introduction to David Hirschfeld's Journey
• 03:01 Why Most Startups Fail: The Real Reason
• 09:31 Understanding Product-Market Fit vs. Product-Solution Fit
• 14:46 Sell Before You Build: The Power of Pre-Sales
• 19:31 Finding the Right Niche with Data-Driven Decisions
• 24:31 From Founder to Scientist: The Mindset Shift
• 28:46 Building a Sales Funnel for Early Traction
• 34:11 When to Start Building Your MVP

Resources & Links

• Connect with David Hirschfeld on LinkedIn
• Tekyz

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino sits down with Mike Nowak, Principal Product Manager at Deloitte Digital, to explore the philosophy and pragmatism behind product management. Mike shares his unconventional journey from theology and philosophy to product leadership, emphasizing the importance of humility, adaptability, and cross-functional collaboration in the product space. The conversation dives into the interplay between UX, engineering, and product management, the challenge of defining “what to build and why”, and how organizations can create a culture where mistakes lead to learning, not failure. The discussion also covers why product decisions are often political, the evolving role of product ops, and how businesses can better align incentives to build truly user-centered products.

Key Takeaways

• Product as the Interstitial Role - Product management isn’t just about writing requirements—it’s about bridging the gaps between UX, engineering, and business stakeholders, ensuring alignment on desirability, feasibility, and viability.
• Pragmatism in Product Development - The best teams focus on what works in the real world, not just what sounds good in theory. Product teams must fail fast, test ideas quickly, and iterate based on real user feedback.
• Why Product Decisions Are Political - Prioritization isn’t just about logic—it’s about navigating internal politics, aligning incentives, and helping stakeholders understand why some initiatives move forward while others don’t.
• The Rise of Product Operations - Many organizations struggle with operationalizing best practices. Product Ops can bring structure to decision-making, create data-driven prioritization frameworks, and help teams scale effective processes.
• Psychological Safety Drives Innovation - The most effective teams aren’t afraid to say, “We don’t know yet.” Creating an environment where mistakes are learning opportunities is critical for long-term product success.

Resources & Links

• Connect with Mike Nowak on LinkedIn
• Book: Getting Naked by Patrick
• Book: Product Operations: How successful companies build better products at scale

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino talks with Dave Seligsohn, founder of A2O Consulting, about creating a culture of innovation and driving business growth. Drawing from his rich background in education and leadership, Dave shares insights into the challenges small businesses face, such as breaking revenue ceilings, optimizing operations, and achieving growth. He highlights the importance of fostering innovation through intentional processes, forming dedicated teams, and leveraging data-driven decision-making. The conversation offers practical strategies for establishing an innovation pipeline, validating ideas, and navigating organizational challenges, making it an invaluable guide for leaders and entrepreneurs.

Key Takeaways

• The Cycle of Innovation – Effective innovation is intentional and embedded into company culture, driven by an innovation team tasked with surfacing, testing, and implementing ideas.
• Breaking Revenue Ceilings – Small businesses often face growth plateaus due to overreliance on founders; collaboration, delegation, and external advisors can help overcome these challenges.
• Prevention Over Cure – Leaders should prioritize continuous innovation to avoid desperation-driven solutions during crises.
• Structured Idea Validation – A systematic approach to market validation, involving customer feedback and financial analysis, reduces risk and ensures alignment with business goals.
• Leadership’s Role in Innovation – Leadership should sponsor and support innovation initiatives, but remain hands-off during idea generation to encourage creativity.
• The Power of Data in Decision-Making – Businesses must identify and focus on the most relevant data points to track progress and ensure operational efficiency.
• Overcoming Fear of Change – Allocating budget and fostering openness to new ideas are critical to embracing innovation as a business growth driver.

Resources & Links

• Connect with Dave Seligsohn on LinkedIn

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino sits down with Joe Sticca, a seasoned expert blending technology, digital experiences, and product innovation, to explore the transformative impact of generative AI on product management and design. Joe shares his journey from software development to digital experience leadership, emphasizing the importance of adopting an "editor mindset" to harness AI for efficiency, creativity, and strategic decision-making. The conversation delves into how AI accelerates feedback loops, enhances data analysis, and mitigates risks, empowering teams to deliver richer MVPs and foster better collaboration. Joe also touches on the evolving role of Web3, tokenization, and platforms like Roblox and Decentraland in shaping the future of customer engagement.

KEY TAKEAWAYS

• The "Editor Mindset" for Success - Generative AI empowers professionals to focus less on manual tasks and more on refining and validating creative ideas, improving product value and user outcomes.
• Efficiency Meets Creativity - AI tools enable teams to test, iterate, and mitigate risks faster, allowing for richer MVPs and more impactful user experiences.
• Depersonalizing Decision-Making - Using AI to analyze and act on data removes bias, fosters objectivity, and encourages Socratic discussions for better outcomes.
• Expanding the Idea Set - With time saved through AI, teams can shift their focus to exploring more innovative and valuable ideas that enhance user and business value.
• Shortening Feedback Loops - Real-time data insights powered by AI allow product teams to make faster, more informed decisions without waiting for traditional analytics cycles.
• Adapting Skills for the AI Era - Professionals must develop a nuanced understanding of business value, context, and creative problem-solving to thrive alongside AI tools.

CHAPTERS

• 00:00 Introduction and Background
• 03:09 The Impact of Generative AI on Development
• 06:02 Navigating Trust in AI Tools
• 08:52 The Role of AI in Product Management
• 11:46 The Editor Mindset in Product Development
• 14:47 Future Trends in Product Management and Design
• 17:51 Closing Thoughts and Future Opportunities

LINKS:

• Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesticca/

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Mark Baldino and Bruce McCarthy discuss the challenges and solutions around stakeholder alignment in product management. Bruce highlights the importance of bridging communication gaps across departments to achieve unified goals and emphasizes the role of empathy, strategic prioritization, and effective stakeholder management in driving organizational success. He also touches on methods for identifying influential stakeholders, leveraging trust, and fostering cross-functional collaboration for product teams, especially in remote settings. Drawing from his book Aligned: Stakeholder Management for Product Leaders, Bruce provides actionable strategies for navigating the complexities of building consensus and aligning teams with the organization's overall mission.

KEY TAKEAWAYS

• Understanding and Aligning with Key Stakeholders: Successful product leaders prioritize stakeholder alignment, actively engaging across teams to achieve cohesive objectives that serve the organization's mission.
• The Role of Empathy in Collaboration: Effective alignment requires empathy, listening to stakeholders’ perspectives, and validating their challenges to build a foundation of trust and cooperation.
• Focusing on Value Creation: Product teams must balance user needs with market demands by identifying and prioritizing solutions that drive real value for both customers and business.
• Proactive Communication Strategies: Building trust and clarity within cross-functional teams is essential, especially in remote environments; proactively reaching out to influential figures strengthens alignment.
• Defining and Mapping Organizational Influence: Identifying informal power players within an organization can be more effective than relying on an org chart, allowing product leaders to foster essential alliances.
• Leveraging Remote Tools for Connection: In a virtual setup, choosing high-bandwidth communication (like video) and maintaining consistent, high-touch engagement with stakeholders enhances team synergy.
• Using Vulnerability to Drive Authentic Relationships: Showing vulnerability and a willingness to ask for help or clarification can build stronger relationships, ultimately promoting an aligned and transparent culture.

CHAPTERS

• 00:00 Introduction to Bruce McCarthy and His Journey
• 01:51 Identifying the Tipping Point for Product Culture
• 03:50 Understanding Alignment and Misalignment in Organizations
• 07:57 Challenges in Product and Design Teams
• 12:08 Building Cross-Functional Relationships
• 15:59 Navigating Organizational Dynamics
• 20:05 Strategies for Remote Collaboration
• 24:10 The Role of Vulnerability in Leadership
• 28:00 Aligning Product and UX Teams
• 31:59 Resources for Further Learning

LINKS:

• Connect with Bruce on LinkedIn: https://www.linkedin.com/in/brucemccarthy/
• Aligned: Stakeholder Management for Product Leaders: https://www.alignedthebook.com/
• Product Culture Website: https://www.productculture.org 

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy

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In this episode of UX Leadership by Design, Rina Alexin, CEO of Productside, joins Mark Baldino , Co-Founder of Fuzzy Math, to discuss the state of product management today, including challenges like misaligned strategy, poor stakeholder management, and data utilization. She emphasizes the need for clearer communication of strategy across all levels of an organization, enabling product teams to focus on valuable discovery and execution. Rina also shares insights on navigating the complexities of data, enhancing team skills, and leveraging AI to empower more effective product management.

Key Takeaways

• Misaligned Strategy: Many product teams struggle due to poorly defined business strategies or prioritization, which ultimately affects their ability to deliver impactful results.
• Stakeholder Management: A key challenge is the lack of proper governance in decision-making, which leads to difficulties in aligning priorities across the organization.
• The Value of Communication: Clear and repetitive communication from leadership to product teams about business goals is crucial to ensure alignment and strategic focus.
• Overwhelmed Product Managers: Product managers often feel overwhelmed with tasks, which highlights the importance of balancing stakeholder communication with delivering product outcomes.
• The Role of AI: Product managers should learn to effectively use AI to increase efficiency. Avoiding AI will be detrimental to productivity in the future.
• Data Utilization: Lack of data or mistrust in data quality can lead to poor decision-making. Gathering reliable metrics is essential for driving impactful business decisions.
• Enabling Product Managers: Providing product managers with the tools, training, and clear expectations helps them excel in their roles and contribute to the organization's success.

Chapters

• 02:58 Current State of Product Management
• 06:08 Leadership's Role in Product Management
• 09:03 Challenges in Product Management
• 11:56 Stakeholder Management and Governance
• 15:08 Overwhelm in Product Teams
• 17:58 The Impact of AI on Product Management
• 21:03 The Importance of Data in Product Management

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy