We Fixed It, You're Welcome

By We Fixed It, You're WelcomeSociety & Culture Business Management

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We Fixed It, You're Welcome episodes

March 24Can Target Hit the Bullseye Again?
Target is dropping prices on more than 3,000 items to win back shoppers. But can price cuts alone win back customer trust and brand loyalty?
In this episode, our panel analyzes Target’s plan to address declining foot traffic, shrinking sales, and boycotts. We explore whether these price discounts are a short term marketing tactic or part of a deeper brand reset, and whether we think they will work.
From customer sentiment to operations complexity and employee impact, this conversation breaks down what Target can do to hold onto relevance in a crowded retail landscape, and to win back customers who feel Target is no longer for them.

Key Takeaways
Discounts increase traffic temporarily but do not rebuild loyalty alone
Target risks losing differentiation if it competes purely on price
Brand trust requires transparency and consistency
Employees and customers both need clarity on the company’s direction
A strong narrative must support any pricing strategy
Our Panel
Aaron Wolpoff – Host and Marketing panelist
Melissa Eaton – Operations and C/X panelist
Chino Nnadi – People, Talent and Culture panelist

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

• Website – www.wefixeditpod.com
• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking, have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 5 min
March 17 Hired or Hustled? Avoiding Job Search Predators
In this episode, our panel explores a troubling trend in today’s job market: companies that exist to exploit job seekers. The reality of today’s job market? Ongoing layoffs and exponentially more candidates than open jobs. As a result, many people are opening their wallets to paid recruiters, coaches, career accelerators, and “job connector platforms” that promise hidden opportunities for a steep monthly fee.
It’s all so confusing: which of these services provide legitimate help? Which ones are just middlemen that prey on the unemployed? How can job seekers steer clear of the ones motivated by greed that don’t provide any real value?
Throughout this timely conversation, our panel discusses how the modern job search landscape has changed, why so many questionable services have emerged, and how candidates can protect themselves. We also share practical advice on identifying ethical recruiters, avoiding scams, and navigating the job market with confidence and strategy.
The episode ultimately builds to an upsetting realization: instead of job seekers being treated as the customer, many systems now treat them as a product to be monetized. With this in mind, our panel explains how workers can start to shift the power dynamic by building authentic relationships, verifying credibility, and trusting their instincts when evaluating job search services.

👥 Get to know our panel:
Aaron Wolpoff – Host & Panelist / Marketing Background
Melissa Eaton – Panelist / Operations & CX Background
Chino Nnadi – Panelist / People, Culture & Corporate Recruitment Background, founder of Like Cappuccino recruitment agency

Key Takeaways
Most legitimate recruiters never charge candidates for job placement.
Many “job search services” profit from fear and uncertainty.
Always research the credibility of coaches, recruiters, or platforms.
Trust your instincts when evaluating job opportunities or programs.
Networking and direct connections remain the most effective path to new opportunities.

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

• Website – www.wefixeditpod.com
• Follow us on:

Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!

Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 5 min
March 10Southwest’s LUV Lost
Southwest Airlines is financially strong. Record revenues. Stock price near multi-year highs.
Yet longtime customers are walking away angry.
In this episode, we unpack the growing tension between Wall Street performance and customer loyalty at Southwest Airlines. Host Aaron Wolpoff sits down with brand strategist Rene Huey-Lipton, founder of The Dame Collective and former strategy lead on Southwest during its golden years.
The question at the center of the conversation:
How can a brand be winning financially while simultaneously losing its best customers?
From controversial assigned seating to unpopular baggage fees to the triggering “Boarding Royale” Super Bowl campaign, we analyze how strategic shifts have taken the most beloved airline identity in America off course for many consumers.
What We Cover
1️⃣ The Core Problem: Financial Success vs Brand Equity
Southwest reported record revenue, yet load factors are declining
Loyal flyers publicly declaring they are leaving
The emotional equity of “We’re all in this together” is eroding
The danger of extracting more revenue per customer while shrinking the customer base
Rene explains how this mirrors classic Wall Street optimization: maximize short-term revenue, risk long-term brand health.
2️⃣ The Boarding Royale Backfire
Southwest’s Super Bowl ad mocked its former open seating model.
Instead of feeling like a self-aware evolution, customers felt:
Belittled
Gaslit
Reduced to the punchline
Rene breaks down why making your most loyal customers the joke is a strategic miscalculation.
3️⃣ Hierarchy Changes Behavior
Referencing research from Harvard Business School and the University of Toronto, Rene highlights how:
Class distinctions increase conflict
Introducing hierarchy shifts employee roles from hosts to referees
Southwest’s once-democratic seating model helped create community
When tiered seating and baggage fees entered the picture, the cultural dynamic shifted.
4️⃣ Internal Culture Risk
Southwest’s frontline employees have historically been its greatest asset:
Humor
Warmth
Human connection
But layoffs, operational constraints, and policy changes are altering that culture.
The episode explores whether internal friction could accelerate brand decline faster than customer dissatisfaction alone.
5️⃣ What Should Southwest Do?
Rene proposes a bold alternative:
A Dual-Brand Strategy
Modeled after Qantas and Jetstar:
Preserve Southwest as a high-trust, economy-focused domestic brand
Launch a separate premium or long-haul sub-brand
Protect the emotional equity instead of diluting it
Other ideas discussed:
Restore fee transparency
Recommit to “Bags Fly Free”
Monetize passenger engagement through paid brand research partnerships
Re-empower employees as ambassadors rather than enforcers

Subscribe for more deep dives where we fix big business problems with fresh perspectives.
Rene Huey-Lipton
https://www.linkedin.com/in/hueylipton/

• Website – www.wefixeditpod.com

• Follow us on:

Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
55 min
March 03The Reese’s Controversy with Brad Reese
For generations, a bite of a Reese’s Peanut Butter Cup meant one thing:
Milk chocolate. Real peanut butter. That unmistakable taste. Now, many loyal fans say something is different.
In this episode, we sit down with Brad Reese, grandson of H. B. Reese and self-appointed “Protector of Reese’s Brand Integrity,” to unpack a controversy that has caught the world’s attention.
Brad and others are upset about the current quality of Reese’s products under Hershey’s control, pointing to a shift in taste and either proven or alleged ingredient swaps.
Emotions are high - people love Reese’s. They want real answers.
This isn’t just about candy.
It’s about trust, heritage, and a beloved company at a cultural tension point with its best customers.
What Sparked the Controversy?
Brad published an open letter to Hershey’s on LinkedIn calling out what he and many consumers observed:
Certain varieties no longer list milk chocolate
Some now use “chocolate candy,” “chocolatey coating,” or compound coating
Peanut butter replaced in some products with “peanut butter creme”
Ingredient changes implemented quietly, without announcement
While The Hershey Company has publicly stated that core ingredients have not changed, consumers began comparing labels and conducting side-by-side taste tests online.
The consumer pushback and Hershey’s response quickly went viral, drawing attention from major media outlets and even commentary from MrBeast while promoting his own line of Feastibles.
A Powerful Quote from Brad
“They’re stooping for pennies and passing up dollars.”

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

Brad Reese
https://www.linkedin.com/in/bradreesecom/

• Website – www.wefixeditpod.com
• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 12 min
February 24 The Tipflation Trap – Who Eats the Cost?
Tipping used to be simple: good service meant leaving something extra. These days, tips seem like mandatory surcharges, and customers are fed up. In this episode, Aaron and Melissa unpack the growing cultural frustration around “tipflation” and why it’s becoming an increasing pressure point for all involved. We debate who really bears the cost in today’s hospitality economy and look at this from all sides.
Joining us is expert restaurant consultant Mark Moeller, founder of the consulting firm The Recipe of Success, who brings over four decades of experience in restaurant operations and turnaround.
Together with Mark, we examine rising labor costs, the psychology of paying, fee transparency, and how to make practices around tipping more sustainable and digestible.

Practical Takeaways
For Consumers:
● Consider tipping after service is complete
● Speak with management before leaving damaging reviews
● Recognize tipping is tied to systemic wage structures
For Operators:
● Prioritize price and fee transparency
● Use POS data to fairly allocate tip pools
● Invest in training to justify value perception
● Avoid arbitrary surcharges that erode trust

The “Fix” (At Least for Now)
The group proposes:
● Transparent pricing models
● Reduced reliance on hidden fees
● Introduce enticing customer rewards that reinforce tipping behavior
● Continual experimentation with patience and grace on all sides
● Industry-wide creativity and collaboration

There is no overnight solution. But thoughtful policy adjustments, communication, and empathy between operators, staff, and customers may reduce friction.

Guest Spotlight
Mark Moeller
Founder, The Recipe of Success National restaurant consulting firm specializing in operations, training, and financial analysis

Website: recipeofsuccess.com

Enjoyed the Episode?
Instead of tipping the hosts, leave a five-star review on your favorite podcast platform. And if you're listening from a restaurant or coffee shop, consider showing appreciation to the team serving you.
Subscribe for more deep dives where we fix big business problems with fresh perspectives.
Mark Moeller
https://www.linkedin.com/in/therecipeofsuccess/
Mark's website: https://recipeofsuccess.com

• Website – www.wefixeditpod.com
• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod
If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!

Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking, have an engaging conversation and maybe come to some conclusions that we feel are worth exploring.
By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
55 min
February 17The Automation Irony: Why Are We Still Working So Hard?
Research suggests that 30–50% of today’s work tasks could technically be automated. And yet most of us feel busier than ever.
So what’s going on?
In this episode, we sit down with author, AI strategist, and business coach Steve Ferman to unpack the “automation irony”: the more tools and systems we add, the less time we seem to get back. Instead of blaming the technology, we dig into the real blockers—governance gaps, cultural resistance, change management failures, rising expectations, and leadership blind spots that prevent automation from delivering the relief it promises.
This isn’t an anti-AI episode. It’s a pro-leadership one.

About Our Guest
Steve Ferman is a tech executive, AI strategist, and certified Scaling Up business coach with over 40 years of experience building, scaling, buying, and selling technology companies. Learn more: https://4pillarcoach.com

Key Topics & Takeaways
Why automation isn’t a tech problem — it’s an operations problem
AI sprawl and shadow AI inside organizations
The danger of implementing tools without governance or guardrails
Why efficiency gains often lead to raised quotas, not reduced workload
The “walled garden trap” and siloed automation efforts
How automation quietly shifts burden upstream and creates hidden burnout
Why layoffs blamed on AI increase fear and stall adoption
The cultural gap between automation promise and employee experience
The need for executive alignment before tool selection
Why adoption requires enablement, not just software licenses
The Core Insight
Automation is not failing.
Leadership strategy is.
Companies often start with the solution — buying the newest AI tool — instead of identifying the operational bottlenecks they actually need to solve. Without executive buy-in, guardrails, and employee engagement, automation simply becomes another layer of work.
And when time is saved?
Organizations often fill it immediately with more output expectations, reinforcing the productivity paradox instead of relieving it.

Strategic Fixes Proposed
1️⃣ Start with Operations, Not Software
AI should solve clearly defined operational friction, not chase trends. Diagnose before you deploy.
2️⃣ Build Governance Early
Create AI councils, guardrails, usage policies, and clear expectations. Avoid AI sprawl.
3️⃣ Ask Employees First
“What are two tasks you hate doing?”
Automate those first to build trust and momentum.
4️⃣ Protect Reclaimed Time
Hard-code reclaimed hours into the operating model.
Allocate portions to:
Innovation
Upskilling
Strategic thinking
Reduced workload
5️⃣ Redefine Productivity
More output is not always better output.
Innovation, morale, and long-term sustainability matter.
6️⃣ Treat AI Like a New Colleague
Onboard it. Train around it. Clarify when human judgment overrides automation.
7️⃣ Keep Humans in the Loop
AI lacks empathy, emotional intelligence, and true reasoning.
The human element remains essential.

Who This Episode Is For
Executives implementing AI initiatives
HR and People & Culture leaders
Founders and startup operators
Technology and operations leaders
Anyone feeling busier despite automation

The Big Question This Episode Answers
Is automation actually freeing us, or are we just running faster on the same wheel?

Final Take
Automation can absolutely give us time back.
But only if leaders resist the temptation to immediately reinvest every reclaimed minute into higher output expectations.
The real opportunity isn’t just efficiency.
It’s reinvention.
If done right, automation shifts work from execution to strategy, from repetition to creativity, from burnout to innovation.
But that shift requires intentional leadership, cultural clarity, and guardrails.
Otherwise, we're stuck with the burden of knowing we'll never catch up, no matter how many time-saving tools we add.

Subscribe for more deep dives where we fix big business problems with fresh perspectives.
Steve Ferman: https://www.linkedin.com/company/4-pillar-coach/
• Website – www.wefixeditpod.com

• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 2 min
February 10 Super Bowl Commercials – Do They Really Work?
This year, companies spent $8–10 million for a single 30-second Super Bowl commercial, before production, celebrity fees, and amplification even begin. It’s one of the biggest marketing bets any company can make, and one of the few remaining moments of true mass, real-time cultural attention.
In this episode, the panel tackles the real question behind the hype:
Do Super Bowl commercials actually work, or are brands gambling millions on a flashy coin flip?
To answer this question, we're joined by featured guests and ad agency experts Anaka Kobzev (main episode and included post-show) and Amelea Renshaw (post-show) who have both been instrumental in shaping Super Bowl campaigns, among other things:
- Anaka has led global communications for legendary agencies like McCann and TBWA and is Founder and Principal of Through Line Advisory, helping brands to elevate their visibility through strategic communications and content.
- Amelea is Head of Strategy at Lucky Generals NY, spearheading brand positioning, award-winning creative campaigns, and comms thinking for brands such as Universal (with a 2026 ad spot), Ally, Google, Peloton, Pinterest, and Girls Who Code.
Recorded in two parts, the episode opens with a pre-game breakdown, where the panel evaluates the economics, risks, and strategic rationale behind Super Bowl advertising. After the game, the conversation continues with a bonus after-show, analyzing what actually aired, which ads cut through, which ones missed, and what patterns emerged across categories like AI, finance, health, food and beverage.
With perspectives from brand strategy, communications leadership, and deep agency experience, the group goes beyond “Was it funny?” and instead evaluates ROI, readiness, cultural fit, and long-term brand impact.

Key Topics & Takeaways
Why Super Bowl ads now cost 2–3× more than a decade ago
The difference between awareness, engagement, and actual business impact
When Super Bowl ads amplify strength vs expose weakness
Why creative misalignment can erase millions in value
The danger of confusing celebrity recognition with brand recall
How layoffs, market timing, and internal morale affect ad perception
Why some brands win with one ad and others disappear entirely
The rise of AI, health, and fintech themes in this year’s game
How pre-game leaks and post-game amplification now matter as much as game night

Strategic Frameworks Discussed
Readiness Test: If your operations can’t handle the spike, don’t buy the spot
Lifecycle Fit: Super Bowl ads work best at inflection points, not desperation moments
Creative Discipline: Entertainment alone is not strategy
Before / During / After: The ad is the spark, not the fire
Internal Alignment: Employees must understand the “why,” not just see the spend
Cultural Context: Tone matters as much as message

Who This Episode Is For
CMOs and brand leaders
Marketing and communications executives
Agency strategists and creatives
Founders considering big-budget awareness plays
Anyone curious why some Super Bowl ads become legendary and others become memes

The Big Question This Episode Answers
Is a Super Bowl commercial a smart investment or a very expensive ego play?

Final Take
Super Bowl commercials can work, but only when the entire business is ready to support the moment. Without operational strength, creative clarity, and strategic intent, the biggest stage in advertising doesn’t save brands, it exposes them.
The real win isn’t airtime.
It’s alignment, execution, and what happens after the confetti settles.

Main Panel
Aaron Wolpoff
Melissa Eaton
Chino Nnadi
Anaka Kobzev (Special Guest)
Anaka's LinkedIn: https://www.linkedin.com/in/anakakobzev/

Bonus After-Show Panel
(Post-game analysis only)
Aaron Wolpoff
Melissa Eaton
Anaka Kobzev (Special Guest)
Amelea Renshaw (Special Guest)
Amelea's LinkedIn: https://www.linkedin.com/in/amelearenshaw/

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

• Website – www.wefixeditpod.com
• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking, have an engaging conversation, and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 41 min
February 03 The Pinterest Paradox: From Pins to Purchases
Pinterest was once the quiet corner of the internet. A place for inspiration, planning, and imagination. No shouting. No doom-scrolling. No constant pressure to buy. That version of Pinterest is now under threat.
In this episode, we unpack The Pinterest Paradox. Can a platform built on slow inspiration successfully pivot to fast commerce without breaking user trust? Pinterest is laying off staff, cutting costs, investing heavily in AI, and pushing aggressively into e-commerce. With TikTok Shop, Amazon, and Instagram all competing for attention and dollars, Pinterest is betting that inspiration should lead directly to purchase.
Joined by Leon Lin, former Head of Discovery Product at Pinterest and current CEO of 1stCollab, we go inside how Pinterest’s algorithms actually worked and why monetization is harder than it looks.

We explore:
Browsing vs buying and where Pinterest truly belongs
When monetization feels helpful vs exploitative
Why affiliate links and sponsored content can break authenticity
How timing and intent matter more than ad volume
Why small and local businesses are Pinterest’s biggest opportunity
Inspo Mode vs Shop Mode as a potential product fix
How Pinterest can evolve without losing its soul

This is not an anti-commerce conversation. Pinterest is a business. But the real question is whether platforms can monetize without alienating the very users who made them valuable in the first place.

If Pinterest gets this right, it doesn’t just become another shopping app.
It becomes the most trusted bridge between imagination and action.

Subscribe for more deep dives where we fix big business problems with fresh perspectives.
• Website – www.wefixeditpod.com
• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
57 min
January 27Lego’s Grown Up Gamble
LEGO built one of the most iconic brands in history by standing for children, creativity, and open-ended play. But in recent years, a major shift has taken hold. The company is increasingly chasing adult fans with premium, expensive, highly detailed sets, licensed IP, and collector-focused experiences.
In this episode, the panel is joined by toy industry veteran Leo Battersby to examine whether LEGO’s pivot toward adults is a smart growth strategy or a dangerous drift away from the very thing that made the brand legendary.
The conversation explores the deep tension between imagination vs instruction, open-ended creativity vs rigid build-by-numbers kits, and long-term cultural pipeline vs short-term revenue growth. With declining birth rates, rising screen time, and changing childhood behavior, LEGO is navigating a radically different world than the one it helped shape.
The group debates whether LEGO is slowly turning from a system of play into a premium model-building brand and what that means for future generations of builders.

Key Topics & Takeaways
Why adult collectors now make up ~25–30% of the toy market
How LEGO’s “Adults Welcome” strategy and 18+ sets changed the brand
The shift from imaginative play to instruction-following construction
Why modern LEGO sets leave less room for creative reinterpretation
The impact of screens, media, and IP on how kids play today
Declining birth rates and what that means for toy company pipelines
The difference between “paint by numbers” and a blank canvas
Why nostalgia is powerful but not a long-term growth strategy
How LEGO risks losing the next generation of builders
The hidden danger of optimizing only for adult money
The Strategic Tension
Is LEGO still teaching kids how to imagine… or mostly teaching them how to follow instructions?
The panel argues that LEGO is not wrong to pursue adults and licensed IP. The real risk is over-indexing on precision, perfection, and display pieces at the cost of the messy, experimental, imaginative play that originally made LEGO magical.

The Big Fix Proposed
A “LEGO for Life” ecosystem, including:
A subscription-based building journey that grows with the child
An “Anything Box” starter kit with no instructions, just imagination
Age-and-stage based kits that evolve from free play → STEM → advanced builds
A community layer where kids and families share creations and challenges
A “Pass the Brick” system for reused bricks to improve accessibility
Clear separation between:
Kid-first creative play LEGO
Adult premium collectible LEGO
The goal:
Use adult profits to subsidize kid-first innovation and rebuild the long-term pipeline of LEGO fans.

The Big Question This Episode Answers
Is LEGO building the future of imagination, or just really expensive shelf art?

Final Take
LEGO doesn’t have an adult problem.
It has a pipeline problem.
The brand must protect the emotional and creative experiences that make people become adult LEGO fans in the first place, or the nostalgia engine eventually runs dry.

Panel
Aaron Wolpoff
Melissa Eaton
Chino Nnadi
Guest
Leo Battersby Former Mattel executive and co-founder of Mattel Creations, the adult collectibles business that scaled from zero to $110M. Currently founder of Midnight Rally Club and VP of Brand Creative at Fluid Logic.

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

• Website – www.wefixeditpod.com
• Follow us on:
Instagram – https://www.instagram.com/wefixeditpod
LinkedIn – https://www.linkedin.com/company/wefixeditpod
YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!
Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer
A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
46 min
January 20Dry January: The Business of Not Drinking
Season 3 kicks off with a timely and culture-shifting question: Is Dry January actually good for business, or is it a self-inflicted economic slowdown?
Every January, millions of people across the U.S. and the world voluntarily press pause on alcohol. What started as a small UK health initiative has become a global behavioral shift, with nearly 1 in 5 adults now participating and overall alcohol consumption at its lowest level in nearly 90 years.
But this is not just a personal wellness trend. It’s a market disruption.
In this episode, our panel explores how Dry January impacts bars, restaurants, beverage brands, corporate culture, and consumer behavior. We break down whether this movement is just a temporary reset that snaps back in February or a signal of a much deeper shift toward mindful consumption, wellness, and long-term habit change.
From inventory planning and staffing challenges to the rise of non-alcoholic beverages, sober-curious culture, and experience-driven hospitality, the conversation reframes Dry January as not just a month, but a strategic testing ground for the future of food, beverage, and social culture.
Key Topics & Takeaways
Why alcohol consumption is at a 90-year low and what that signals
Is Dry January a meaningful reset or just behavioral whiplash?
The business impact of 20% of customers disappearing for a month
How Gen Z and wellness culture are reshaping social drinking norms
Why “mindful consumption” is becoming mainstream
The rise of non-alcoholic, zero-proof, and better-for-you beverages
How bars and restaurants should rethink menus, experiences, and inventory
Using January as an R&D lab instead of a dead month
Corporate culture, team bonding, and moving beyond “happy hour culture”
The danger of over-indexing on one month instead of building evergreen options
Strategic Business Ideas Explored
Treating Dry January as a season, not a stunt
Designing non-alcoholic experiences that feel premium, not like an afterthought
Using January to test new menus, pairings, formats, and partnerships
Diversifying revenue beyond alcohol without alienating core customers
Reframing internal culture toward wellness, inclusion, and balance
Building experiences around activities, not just drinking
Avoiding the January 1st / January 30th consumer behavior whiplash
Who This Episode Is For
Consumer brand marketers and strategists
Operators dealing with seasonality and demand swings
HR and culture leaders rethinking workplace social norms
Food & beverage brand leaders
Bar, restaurant, and hospitality owners
Anyone interested in how wellness trends reshape entire industries
The Big Question This Episode Answers
Is Dry January something businesses should fight, ignore, or design for?
Final Take
Dry January is not the problem.
Ignoring the long-term shift in consumer behavior is.

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55 min

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