Create Like the Greats

In this episode of Create Like The Greats, Ross Simmonds shares a personal journal-style update on his business journey and a major new strategic partnership. Ross walks listeners through the evolution of his brand Foundation Marketing, a newly formed alliance with education-sector marketing leader Carnegie, and the power of delivering value in every room you enter. This episode delivers insight into the journey from humble beginnings to significant success and highlights the long-term impact of authentic relationship-building, content creation, and value-driven partnerships. Key Takeaways and Insights: A Major Partnership Announcement Ross announces the new partnership between Foundation Marketing and Carnegie Carnegie Dartlet - Higher Education Marketing Organization The Power of Speaking & Connection Importance of showing up with value in every room The origin story of how opportunities arise from consistent effort and public speaking Ross’s Content Creation Journey Ross’s early days blogging in his basement with little money (and lots of instant coffee) Turning point: speaking invitation to Miami from a reader Lesson: "You can live anywhere in the world, create content, and reach people globally"  About the Carnegie Partnership Announcement revisited: Foundation + Carnegie collaboration to serve higher education clients Carnegie’s strength: deep experience with higher ed digital marketing Foundation’s traditional focus: B2B and SaaS, now expanding into higher ed Early wins and the rewarding nature of impacting students’ journeys How the Partnership Came to Be: Storytime Carnegie first approached Ross via a DM inviting him to speak at their Orlando event Ross’s mindset: treat the audience with full value even though it wasn't his target industry Result: strong impact, positive reception, and future opportunity Round Two: The Follow-Up Years Later Ross’s wife encourages follow-up; he DMs Carnegie again They invite him to speak a second time Second session’s topic: content as a competitive edge, SEO as a moat Deeper engagement: internal training, workshops at Carnegie The Partnership Comes to Life The relationship matures into a formal partnership Foundation and Carnegie now jointly create content for higher ed institutions Goal: drive meaningful, measurable results in the education space Collaboration Vs. Scarcity Business lesson: “If you want to go fast, go alone. If you want to go far, go together.” Value of partnering with aligned people and organizations Nuggets of wisdom from Ross’s grandmother: “There’s enough for everyone to eat” Encouragement for listeners to seek partnerships that drive both impact and personal alignment Resources & Tools: 🔗 Distribution.ai 🔗Carnegie and Foundation Partnership — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this special episode of Create Like the Greats, Ross Simmonds sits down with SEO expert Garrett Sussman from iPullRank for a dynamic conversation recorded ahead of SEO Week. They unpack the current and future state of search, the increasing relevance of Reddit in SEO strategies, and how marketers must evolve with AI-driven search behaviors. Ross also previews his upcoming SEO Week talk on Reddit, AI, and user-generated content—and shares a tactical gem that every brand should act on today. Key Takeaways and Insights: SEO Week 2026 Preview SEO Week will return to NYC in 2026 featuring top minds in SEO, content marketing, social, AI, and more. The State of Search: Chaotic but Beautiful Search has dramatically evolved; it's no longer just about Google. Fragmented discovery across TikTok, Reddit, YouTube, ChatGPT, Perplexity. Emphasis on first principles: high-quality content, user intent, and storytelling. Marketers must now behave more like... well, marketers, not just SEOs. Creating Content That Scales SEO in 2024+ requires multimedia optimization: Text + video (especially YouTube) for better SERP coverage. Understanding where your audience starts their search journey. Reddit threads and YouTube videos are now ranking in Google results, diversifying content visibility. Reddit + AI + UGC: A Preview of Ross's Talk at SEO Week Reddit is emerging as a powerful and underused SEO platform. Ross's team is scraping and analyzing subreddits, mapping them to keywords and AI outputs. Google & OpenAI have data licensing deals with Reddit—proof of its strategic value. Reddit content is influencing AI-generated responses… and SEO strategies must adapt. Tactical Insight: Own Your Subreddit Brands should immediately create and claim their subreddit—even if not actively using it. Prevent brand impersonation or NSFW sabotage by securing the namespace. “It's as basic as securing your domain or Twitter handle,” 💡 Bonus Tip:If another user claimed your brand subreddit, reach out to the mod team to request control. What's Next: The Future of Search Rise in brand mentions could impact search visibility. Voice search is finally finding a place—via AI assistants and wearable UIs. Search is becoming more immersive—but Google is far from dead. SEOs must balance short-term tactics with long-term strategic brand building. Resources & Tools: 🔗Distribution.ai 🔗seoweek.org 🔗Create Once, Distribute Forever — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross dives into the evolving landscape of digital marketing in the era of artificial intelligence and large language models (LLMs). He challenges brands to rethink their approach by understanding that today’s most influential "audiences" aren't just humans—they're machines. Ross outlines how AI tools like ChatGPT, Perplexity, Google’s AI Overviews, and others scrape public content to generate recommendations and answers for users, and how brands can strategically position their content to become part of this intelligence loop. Whether it’s SEO, Reddit commentary, or owning bottom-of-funnel content, Ross shares powerful frameworks and tactics to help your brand stay relevant, present, and impactful in the age of AI-driven search results. Key Takeaways and Insights: ​​🤖Brands Must Market to Machines Brands can influence LLMs like ChatGPT, Perplexity, and Google AI Overviews. Marketing today isn’t just targeting people—it's also about reaching the machines that influence them. AI-generated answers are impacting consumer decisions more than ever. 🔍Understand How LLMs Source and Surface Information LLMs are trained on public and proprietary web data. Your content must live on platforms that LLMs can access and trust. 📍 The Realization: You’re Marketing to Machines Machines are pollinators of your content to future customers. Brands must understand search intent and align content accordingly. 🧵Why Reddit is a Goldmine for AI Training Reddit is a top source for unfiltered opinions and bottom-of-funnel content. LLMs scrape Reddit threads extensively due to their public availability and authenticity. Tip: Don’t spam Reddit. Instead, add value consistently and transparently. 🪴Practical Example: Plant Delivery B2B Brand Illustrates how niche brands can create bottom-of-funnel content (e.g., comparisons, Reddit engagement). Great content can be repurposed across platforms like Reddit and industry forums. 🔄 Content Repurposing + Distribution Strategy Resurface evergreen content in ecosystems that LLMs crawl. SEO tactics and AI-driven discovery are not mutually exclusive—they are interconnected.  📈 What Kind of Content Should You Create Focus on: Comparison pages Buying guides Objection-handling content Use-case & case-study based content Localized landing pages can help capture region-specific AI queries. 💡 Where to Distribute Your Content Distribute into ecosystems LLMs are known to crawl or partner with. Example: OpenAI Partnerships help identify valuable distribution hubs. 🧠 Build EEAT: Experience, Expertise, Authority, Trust Include author pages, cite real research, and use industry language. Demonstrating trust and authority increases visibility in AI responses. Resources & Tools: 🔗Google: Google AI Overview Info 🔗 Reddit: reddit.com 🔗 Foundation's Generative Engine Optimization 🔗 OpenAI Partnerships: OpenAI Partner Channels — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross offers a transparent reflection on a book that has significantly impacted his leadership and personal growth journey in 2025 — The 15 Commitments of Conscious Leadership by Jim Dethmer, Diana Chapman, and Kaley Warner Klemp. Ross walks through all 15 commitments outlined in the book, sharing real-life examples and insights from his entrepreneurial journey. If you're striving to lead consciously, foster better teamwork, and level up your self-awareness, this episode is packed with actionable takeaways for you.Key Takeaways and Insights:1. Radical Responsibility Embrace ownership for every situation Avoid blame, shame, and guilt — they stem from toxic fear Replace blame with curiosity: "What can I learn from this?" 2. Learning Through Curiosity Always stay in learner mode “Above the line” vs “Below the line” mentality Stay open, curious, and committed to truth—not being “right” Framework: What I know / What I know I don’t know / What I don’t know I don’t know 3. Feeling All the Feelings  Fully experiencing emotions to completion Use head, heart, and gut to inform decisions Yoga, breathwork, and meditation as helpful tools 4. Speaking Candidly  Tell the truth with kindness Speak unarguable facts and feelings: “I feel ___ because ___” Avoid conflict avoidance and passive communication 5. Eliminating Gossip  Address issues directly with the person involved Gossip is rooted in unmet communication and inability to process feelings Test for gossip: Negative intent or unwilling to say it to the person? Then it’s gossip. 6. Practicing Integrity  Express truth, keep agreements, and take 100% responsibility Framework for impeccable agreements: Make clear commitment Keep it Renegotiate if needed Clean up broken commitments 7. Generating Appreciation Practice giving and receiving appreciation fully Celebrate the small things and appreciate yourself and your team Create a culture of gratitude and acknowledgment 8. Excelling in Your Zone of Genius  Identify what you’re uniquely talented at and enjoy doing Ross shares his own strengths: presenting, writing, people leadership Reallocate more time to activities in your “genius zone” 9. Living a Life of Play and Rest Incorporate humor, spontaneity, and celebration into work Rest is a challenge, but vital for sustainable leadership Play isn’t frivolous—it’s a leadership asset 10. Exploring the Opposite Train your mind to challenge your own stories and embrace opposing truth Ross advocates for intellectual debates to stretch perception Ask: “What am I not seeing?” 11. Being the Source of Approval, Control & Security  Identify the root wants driving your behavior Seek internal rather than external validation Approval, control, and security must be self-sourced, not dependent on others 12. Having Enough of Everything  Abundance mindset vs scarcity Perspective: Ross shares personal examples of past financial hardship GRATITUDE = enoughness 13. Seeing the World as an Ally Every person and situation is an opportunity to grow Learn from everyone, regardless of status or age Let go of ego and embrace humility in learning 14. Creating Win-for-All Solutions  Build solutions that serve everyone involved—self, others, organization, and the whole Ross: “I’m rooting for you, whether you’re at Foundation or not.” 15. Being the Resolution Don’t just wait for change — BE the change Leave the world better because you existed Make an impact beyond yourself Resources & Tools:🔗 The 15 Commitments of Conscious Leadership🔗 Foundationinc.co— 👋🏾 Let's stay connected —╰ Subscribe to my channel:  @RossSimmondsTV ╰ Instagram:  @thecoolestcool  ╰ Twitter / X: @thecoolestcool  ╰ LinkedIn: linkedin.com/in/rosssimmonds

Fresh off Spring 2025, Ross dives into the dynamic intersection of AI and marketing, revealing how pervasive these discussions have become. He highlights the importance of genuine human connections that can still thrive in a digital landscape. Innovative insights from attendees spark new ideas for personalized marketing strategies. Ross also introduces Distribution.ai, a tool designed to help marketers repurpose and promote their content effectively. Get ready for a deep dive into creativity, community, and professional growth!

In this episode of Create Like The Greats, Ross Simmonds, founder of Foundation and Distribution.ai, opens up about his expectations and goals ahead of attending Spryng 2025, a gathering of senior B2B SaaS marketers in Austin, Texas. For the first time in a while, Ross is attending an event not as a speaker but as a participant. He shares how this shift changes his experience and outlines his motivations for attending: learning, connecting, and gathering feedback for his new project, Distribution.ai.Key Takeaways and Insights:1. Introducing Distribution.ai A new tool/platform from the Foundation team Helps automate, repurpose, distribute, and amplify content Built on strategies the team has manually implemented for years Aims to scale content efforts with the assistance of AI 2. Three Primary Goals for Spryng 🌐 Step Outside the Speaker Role Without being on stage, Ross must network the “normal” way As a self-described introvert, this brings excitement and challenge 🧽 Embrace Curiosity Wants to listen and absorb, not pitch Hopes to capture meaningful insight and real-world pain points 🤝 Build a Like-Minded Network Aims to deepen relationships with people who share values around creativity, ambition, and innovation. Resources & Tools:🔗 Distribution.ai— 👋🏾 Let's stay connected —╰ Subscribe to my channel:  @RossSimmondsTV ╰ Instagram:  @thecoolestcool  ╰ Twitter / X: @thecoolestcool  ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross Simmonds takes us behind the scenes of one of the most exciting AI developments in recent months—ChatGPT's Deep Research feature built on OpenAI's O3 reasoning model. This episode provides a detailed breakdown of how Deep Research can help with competitive analysis, persona building, content strategy, and thought leadership. If you're someone who works with data, content, or digital strategy, this episode is packed with actionable insights.Key Takeaways and Insights:🔍 Introduction to Deep Research "Deep Research" is the latest tool from OpenAI leveraging the O3 reasoning model. It enables multi-step, web-based research directly within ChatGPT. It rivals the expertise of high-paid consultants at a fraction of the cost. 💰 Cost & Value of Deep Research Priced at ~$200/month as part of OpenAI’s advanced plan. Can analyze web pages, PDFs, forums like Reddit, review sites, and blogs. Capable of returning rich reports using 20+ external sources. 📊 Use Cases for Marketers Comprehensive Competitive Analysis Generate full-stack brand reports in McKinsey-style format. Pulls competitor messaging, tactics, and public sentiment from platforms like G2, Capterra, TrustRadius, SimilarWeb, and Reddit. Case Study: Foundation Marketing’s own deep report generated in 6 minutes from 27 sources. Persona Development and Review Mining Create buyer personas from Reddit threads, product reviews, and social media chatter. Identifies pain points, motivations, and message framing. Case Study: A stealth competitor analysis for Distribution.ai revealed valuable data on solopreneurs and feature gaps. Content Opportunity Discovery Surface high-value keywords with low coverage across your and competitors’ content. Instructions on how to feed a keyword spreadsheet to Deep Research and ask it to identify gaps. Strategic Thought Leadership Development Input white papers from Gartner or McKinsey. Ask Deep Research to extract trends and suggest new ideas aligned with your niche. Synthesizes expert-level content into actionable ideas for upcoming quarters. 🧠 Pro Tips for Using Deep Research Be specific with your prompt—clarity leads to better results. Supply background context, goals, documents, and keyword datasets. Avoid uploading sensitive data, but enrich inputs where possible for maximum output quality. Resources & Tools:🔗 ChatGPT Plus (includes Deep Research)🔗 Foundation Marketing🔗 Distribution.ai🔗 Review Platforms: G2 Capterra TrustRadius🔗 SimilarWeb🔗 Reddit— 👋🏾 Let's stay connected —╰ Subscribe to my channel:  @RossSimmondsTV ╰ Instagram:  @thecoolestcool  ╰ Twitter / X: @thecoolestcool  ╰ LinkedIn: linkedin.com/in/rosssimmonds

Reddit's remarkable growth is reshaping the digital landscape, achieving profitability and surging daily active users. Marketers must recognize its influence, as Google emphasizes community-driven content and Reddit shines in search results. The podcast offers practical tips for brands, such as creating dedicated subreddits, engaging authentically with users, and ensuring brand protection against impersonation. Unlocking Reddit's potential could transform it into a powerful engine for brand growth. Dive into actionable strategies to connect with your audience!

Delve into the intricate world of B2B marketing strategies. Discover the key differences between B2B and B2C purchases, focusing on the complex decision-making process and multiple stakeholder involvement. Learn how the B2B buyer's journey has evolved with AI and automation, making personalized messaging essential. Explore effective lead generation channels, particularly the rising dominance of LinkedIn. Uncover tactics to engage decision-makers with tailored content, ensuring your marketing efforts cut through the noise.

Discover how a leading AI company leverages customer success stories to stand out in a crowded market. Learn about their approach of crafting short, impactful case studies that effectively showcase their problem-solving capabilities. Featuring well-known clients, these stories significantly enhance their brand's credibility. With a solid strategy in place, they drive impressive traffic to their website, demonstrating the measurable impact of strategic storytelling.