Frictionless Growth Marketing
Sonia Thompson
Friction is the enemy of growth.
And Frictionless Growth Marketing is the show for marketers, business leaders, and founders who want to grow by removing the friction in their customer experience—the kind you may not even realize is pushing people away every single day.
Hosted by Sonia Thompson, Inclusive Growth & Customer Experience Strategist, the show teaches you how to create sustainable growth by designing customer experiences that feel seamless, intuitive, and human—experiences that earn deep trust with today’s identity-rich, values-driven consumers.
Each week, Sonia breaks down what it really takes to grow in today’s market with today’s customer—from evolving traditional tactics so they actually work now, to decoding shifts in customer behavior and expectations, to learning from brand case studies so you can adapt with clarity and confidence.
You’ll learn how to:
Build frictionless customer journeys that convert
Engage identity-rich growth communities with authenticity
Design inclusive, high-performing growth strategies
Elevate brand trust, belonging, and loyalty
Remove the messaging, experience, and operational barriers holding your business back
Plus, you’ll hear candid conversations with marketing leaders and subject-matter experts about how the smartest brands are winning by putting identity, belonging, and experience at the center of their growth engine.
If you want to reach more of the people you’re meant to serve—and convert more of them—without leaning on outdated formulas or brute-force tactics (that quite frankly are less and less effective each day), this show will guide you through the new rules of modern growth.
And Frictionless Growth Marketing is the show for marketers, business leaders, and founders who want to grow by removing the friction in their customer experience—the kind you may not even realize is pushing people away every single day.
Hosted by Sonia Thompson, Inclusive Growth & Customer Experience Strategist, the show teaches you how to create sustainable growth by designing customer experiences that feel seamless, intuitive, and human—experiences that earn deep trust with today’s identity-rich, values-driven consumers.
Each week, Sonia breaks down what it really takes to grow in today’s market with today’s customer—from evolving traditional tactics so they actually work now, to decoding shifts in customer behavior and expectations, to learning from brand case studies so you can adapt with clarity and confidence.
You’ll learn how to:
Build frictionless customer journeys that convert
Engage identity-rich growth communities with authenticity
Design inclusive, high-performing growth strategies
Elevate brand trust, belonging, and loyalty
Remove the messaging, experience, and operational barriers holding your business back
Plus, you’ll hear candid conversations with marketing leaders and subject-matter experts about how the smartest brands are winning by putting identity, belonging, and experience at the center of their growth engine.
If you want to reach more of the people you’re meant to serve—and convert more of them—without leaning on outdated formulas or brute-force tactics (that quite frankly are less and less effective each day), this show will guide you through the new rules of modern growth.
Episodes
Mentioned books
Feb 2, 2023 • 13min
44. [Listen to Them] Black consumers share what they want brands to do to earn their trust
Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably.Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty.In this episode Black consumers share what brands have done and should do to earn their trust.Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about the live workshops February 22-24, 2023 [Replay is available, you can access once you sign up] to help you develop action plans based upon the insights from this seriesGet the transcript of this episode hereGet the Inclusion & Marketing newsletter
Feb 2, 2023 • 13min
43. [Listen to Them] All representation isn’t created equal. Black consumers share what works for them and what doesn’t
Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it.In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them.Go to www.listentothem.co to hear all the episodes in this series. There, you'll also find details about the live workshops February 22-24, 2023 [Replay is available if you're coming to it after the live event. Sign up to get instant access] to build action plans based upon the insights from this series.Get the transcript of this episodeGet the Inclusion & Marketing newsletter
Feb 2, 2023 • 14min
42. [Listen to Them] Are you using your brand’s power for good? How marketing impacts the way consumers feel about themselves
Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel.Make sure that impact is one you desire to have.In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good.Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops February 22-24 [Get instant access to the replays when you sign-up] to develop action plans based upon the learnings from these episodes.Get the transcript hereGet the Inclusion & Marketing newsletter
Feb 2, 2023 • 13min
41. [Listen to Them] Working with people different from you will soon be the norm. Black talent share what you need to know to make it work
Soon enough, we'll all work with people who are different from us in some way. And while engaging with people who are different comes naturally for some, for others it isn't quite as smooth.In this episode, Black talent share their experiences and perspectives on working with people different from them, while offering advice on how to engage and interact in a way that is both respectful and effective.The more we know how to interact with others, especially those who are different from us, the easier it will be to make more people feel like they belong with you.You can find all the episodes in this series at www.listentothem.co. There you'll also find details about the live workshops happening February 22-24, 2023 [Replay available. Get instant access when you sign up] where we'll develop action plans to help you apply the insights gleaned from these episodes.Get the episode transcript hereGet the Inclusion & Marketing newsletter
Feb 2, 2023 • 18min
40. [Listen to Them] This is what a high-performing diverse team looks like, according to Black talent
There's plenty of research that shows diverse teams out-perform their non-diverse peers. Not only do they outperform them financially, but they also are more innovative.But just because you have a diverse team doesn't mean you'll automatically receive the benefits of having one. You have to be intentional about creating a team culture that enables everyone on the team to thrive, and be better together.In this episode, Black talent share their experiences working in high-performing diverse teams, and offer their perspectives on the environments that existed that enabled those teams to thrive.Go to www.listentothem.co for all the episodes in this series. There you'll also find details about the live workshops being held February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights from the episodes in this series.Get the episode transcript hereGet the Inclusion & Marketing newsletter
Feb 2, 2023 • 26min
39. [Listen to Them] Common micro-aggressions your Black talent encounter in the workplace
Micro-aggressions are like little pinches, slaps, and punches people from marginalized communities all too often at work. Sometimes the people delivering the micro-aggresions are aware that they are committing them, and other times they are both completely oblivious they are delivering them, and of the impact it has on the recipient.Micro-aggressions prevent and ruin inclusive cultures. If you want everyone on your team to feel like they belong -- including your talent from underrepresented and underserved communities, you've got to stamp out micro-aggressions from your culture.A smart starting point is to be aware of common micro-aggressions people on your team could be experiencing. In this episode, Black talent share common micro-aggressions they've experienced, how they deal with them, and how it impacts their working relationships.Go to www.listentothem.co for all the episodes in this special series, and to get details about the live masterclasses happening February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights gleaned from this special series.Get the transcript hereGet the Inclusion & Marketing newsletter here
Feb 2, 2023 • 21min
38. [Listen to Them] Black women are used to being the only ones like them in a room in professional settings. Here’s what it’s like
As a Black woman, I've grown accustomed to being the only one in the room on many occasions. But it's not just my experience. Ask any woman, person of color, or anyone else from a historically underrepresented group, and for most, being "the only" or "one of a few" in both personal or professional settings is nothing new.But we adapt. We find ways to push through the discomfort of those experiences in a manner that enables us to thrive.But there are costs that come with being "the only" or "one of a few." And when you know the experiences, the costs, and the burdens associated -- it equips you with the insight you need to make things better for Black team members and other people from marginalized communities who find themselves in this position far too often.As a result, you'll be able to make more of the people on your team feel like they belong, and create an environment that enables them to thrive.Listen to the entire "Listen to Them" series at www.listentothem.co. There, you'll also find details about the live workshops happening February 22-24 [get instant access to the replay here] to build action plans based upon insights from this series.Get the transcript hereGet the Inclusion & Marketing newsletter
Feb 2, 2023 • 11min
37. Introducing 'Listen to Them: Black talent and consumers share their real life stories and perspectives on working in teams and inclusive marketing'
This year, I wanted to take the opportunity to do a Black History Month campaign that both elevated voices and shined a light on experiences people within the community have, for the purpose of educating others not within the community on how they can make life better for both Black talent and Black consumers.The result, is a special podcast series I’m dropping for you, you can find right here in the feed. It’s called “Listen to Them: Black Talent and Consumers Share Their Real Life Stories and Perspectives on Working in Teams and Inclusive Marketing.”In it, you’ll hear directly from people I interviewed in a narrative format - about various topics related to working in teams and of course inclusive marketing. We cover micro-aggressions, what it’s like being the only one, or one of a few in the room in a professional setting, what high-performing teams look like, and how to work with people who are different from you.This is beneficial for you to hear for anyone who works with others in a team setting – including leaders and individual contributors – because everyone plays a role in making people feel like they belong.From a marketing standpoint, we covered topics such as representation, authenticity, and the power brands have in how people feel about themselves.Have a listen to the episodes, and then go to www.listentothem.co to register for the workshops being held February 22-24 [get instant access to the replays when you sign up] to create an action plan based upon the insights from the episodes.Get the transcript hereGet the Inclusion & Marketing newsletter
Jan 30, 2023 • 22min
36. [BONUS] Listen before hitting "go" on your Black History Month campaign
We're days away from Black History Month 2023 in the U.S. and Canada. It is a wonderful thing that more brands are celebrating the achievements and contributions of Black people to society, however, there are some missteps I've seen over the years by brands that have cause a bit of backlash from the very community they wish to celebrate.I don't want this to happen to you. So in this episode, I walk you through 7 principles you need to be aware of before going live with your next campaign.Get the episode transcript hereFind the examples and visuals referenced in this episode here: https://inclusionandmarketing.com/black-history-month-campaigns/-----What inclusive brand type are you? Take this quick quiz to find outWant to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you.
Jan 26, 2023 • 18min
35. 5 Consumer expectations for brands engaging in inclusive marketing in 2023
More brands than ever are engaging in inclusive marketing. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands.Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their attention and get them to swipe their credit cards.In this episode, I cover five expectations diverse consumers have of brands that want to earn their loyalty.-----Get the episode transcript herePodcast mentioned in this episode: How Consumers Want You to Celebrate Heritage Months with Arturo Gutierrez (Inclusion & Marketing podcast, episode 23)What inclusive brand type are you? Take this quick quiz to find out: www.inclusionandmarketing.com/quizWant to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you.
