The Growth Signal

Sometimes real life feels a little too much like The Good Place.In this Field Note, I share how a simple product issue turned into a customer support spiral...where process mattered more than people, rules mattered more than trust, and leadership failed the very customers they were trying to retain.It’s funny on TV, but in real life it’s maddening. And it’s a reminder that the best customer experience isn’t defensive or bogged down in procedures. It’s proactive. It empowers people. It protects trust.Field Notes are my raw observations from the messy middle of building, learning, and testing what it means to create something better.

This reflection was inspired by my conversation with Andy Halko on The Growth Signal. Andy’s hot take (that personas are dead) pushed me to look hard at some of the assumptions I made when starting TruVue.In this Field Notes episode, I pull back the curtain on what it felt like to realize we were building for an audience that wasn’t actually ready for what we thought they needed. I talk about why solving a problem nobody is begging you to solve is a dead end, how painful it is to admit when you’ve gotten it wrong, and why narrowing your focus feels scary but creates momentum.It’s a messy, unpolished voice note about pivoting, listening harder, and remembering that sometimes the most “revolutionary” move is the simplest one: actually talking to your customers.Why listen:If you’ve ever bet on the wrong ICP, wrestled with the fear of narrowing, or wondered why customers aren’t “clamoring” for your solution, this reflection will hit home. It’s about honesty, traction, and finding the courage to choose who you’re really for... and who you’re not.

In this episode of The Growth Signal, host Alyssa Nolte sits down with Andy Halko to talk about why traditional marketing personas no longer work and what should replace them. Andy’s hot take is clear...static personas are a waste of time. Instead, he makes the case for “buyer twins” powered by AI that evolve, interact, and give real feedback.If you’ve ever created a persona that ended up buried in a Google Drive and never used again, this conversation will hit home. Alyssa and Andy dig into how leaders can shift from a one-and-done persona mindset to an agile, customer-centric approach that actually drives results.Why listen: This isn’t just theory. Andy shares a framework you can use to pinpoint your real ICP, test campaigns before launch, and avoid the common traps that make marketing generic and ineffective.3 key takeaways:Static personas get outdated fast and they rarely influence real decisions.Buyer twins give you interactive, candid feedback before you spend time and money on campaigns.Narrowing your focus to the right ICP is essential if you want marketing that converts.

This Field Notes reflection was inspired by my conversation with Drewbie Wilson on The Growth Signal. His hot take was simple but sharp: Sales is easy...the hard part is just calling the damn leads.That hit me harder than I expected, because I’ve been carrying that same hesitation in my own business lately, not with cold calls, but with how I talk about Truvue. For too long, we’ve been building quietly, waiting for someone else to ask before we share what we’re excited about.In this episode, I pull back the curtain on that shift from waiting to be asked, to starting the conversation. From chasing polish, to chasing momentum.If you’ve ever caught yourself overthinking, holding back, or waiting for the “perfect moment” before putting yourself out there, this one’s for you.

In this episode of The Growth Signal, host Alyssa Nolte sits down with Drewbie Wilson, the man behind the “Call the Damn Leads” movement. Drewbie’s hot take is bold: Sales is easy. Most people just aren’t doing the work. Together, Alyssa and Drewbie dig into why fear of rejection holds so many back, how to build real confidence, and why serving beats selling every time.This is a must-listen if you’ve ever avoided picking up the phone, struggled to connect with prospects, or felt stuck in your sales process. Drewbie’s no-nonsense approach will make you rethink what it really takes to grow your business.3 key takeaways:Why the fear of rejection is really about a lack of confidence and how to fix it.How to ask better questions that build trust and uncover real opportunities.Why not all business is good business and how saying no can create more room for the right clients.

In this episode of The Growth Signal, Alyssa Nolte sits down with sales leader and consultant Lindsay Rios to challenge a common CEO reflex...firing sales leaders over bad forecasts. Lindsay’s hot take is clear: the real problem isn’t the leader, it’s the lack of training, tools, and support they’ve been given.They unpack why forecasting is part math, part art, and part gut instinct, and why fixing the process is more valuable than replacing the person. You’ll hear real-world stories, hard truths about “poopy pipelines,” and practical ways to get forecasting right.If you’ve ever sat in a forecast meeting thinking “there has to be a better way,” this episode is for you.3 key takeaways:How CEOs can diagnose forecasting problems and support leaders instead of replacing themWhy bad data and “poopy pipelines” ruin forecasts and how to clean them upPractical ways to build a culture of accurate, honest forecasting across the organization

This special live roundtable replay takes on one of the most debated questions in Customer Success: Should CSMs carry a quota?Host Alyssa Nolte is joined by three powerhouse guests – Rob Durant, Rob Zambito, and Brooke Foley – for a candid, unscripted conversation that brings together perspectives from sales, CS leadership, and marketing strategy. No brands. No sponsors. Just honest talk about what works, what doesn’t, and what the future of CS could look like.Why listen? Because whether you lead a CS team, work directly with customers, or partner with CS from another department, this conversation will help you think differently about how commercial responsibility is defined, measured, and rewarded. You’ll hear real examples, conflicting viewpoints, and practical advice you can take back to your own organization.3 Key Takeaways:Why “carrying a quota” means different things in different companies – and why that definition matters.How to balance customer relationships with measurable commercial outcomes without killing trust.When tying CS compensation to revenue can help – and when it can backfire.Wherever you stand on the quota question, you’ll walk away with new ways to think about aligning your CS strategy with the business’s bottom line.

In this episode of The Growth Signal, host Alyssa Nolte sits down with B2B sales consultant Ruth van Vierzen to talk about the risks and rewards of using AI in sales and customer service. Ruth’s hot take: AI can be a powerful tool, but if you let it replace the human touch, you risk losing your brand’s value and your best customers.Alyssa and Ruth dig into why so many companies rush to “slap some AI on it” without thinking through the bigger picture. They share real-world examples of AI gone wrong, the hidden costs of losing personal connection, and how leaders can roll out AI in a way that strengthens (not weakens) their brand.Why listen If you’ve been told AI is the future of your business, this conversation will help you slow down and make smarter choices. You’ll learn how to keep AI working for you, not against you, and how to protect what makes your brand unique.3 key takeawaysAI should be treated like a new intern, full of potential but needing guidance and oversight.Rushing to replace personal service with AI can damage trust and drive customers away.Every AI decision is a brand decision; make sure it supports who you are, what you do, and who you serve.

In this episode of The Growth Signal, Alyssa Nolte sits down with Eli Weiss, a longtime customer experience and retention leader, to challenge everything you think you know about keeping customers.Eli’s hot take? Retention isn’t a dashboard metric or an email flow. It’s about understanding who your customer is and making sure they never regret trusting you.This is a must-listen for anyone in SaaS, eCommerce, or CX who wants to stop chasing short-term wins and start building long-term loyalty. Alyssa and Eli unpack what most companies get wrong, why over-engineered journeys miss the point, and how to actually earn repeat business.3 key takeaways:Getting the sale doesn’t mean you’ve earned a customerMost journey maps are built on internal assumptions, not real behaviorThe simplest insights (like changing a headline) often move the needle mostThis one is full of no-BS insight, real stories, and a clear call to rethink how you build customer relationships.

In this episode of The Growth Signal, host Alyssa Nolte sits down with Dennis Meador, founder of The Legal Podcast Network, to talk about how AI is changing the way we write and why ignoring that shift might make your work invisible.Dennis shares his hot take on the backlash against AI-generated writing styles (yes, including the much-hated em dash) and explains why the smartest creators are learning to write for the machine, not against it. Whether you're a writer, marketer, or content creator, this conversation will make you rethink how you show up online.Why listen: If you're still writing the way you always have, you're probably losing visibility. Dennis makes a compelling case that it's not about letting AI write for you...it's about understanding how your content gets found. And if you're not adapting, you're getting left behind.3 Key Takeaways:AI doesn’t hate your writing style - it just can’t find it. Learn how LLMs parse content and why format matters more than ever.The future belongs to the visible. Writing for structure and discoverability isn't selling out -it's smart strategy.Your personal taste doesn’t outrank search behavior. Dennis explains how to keep your voice while still making sure your audience (and the algorithm) can actually find you.