Insights Unlocked

Episode web page: https://bit.ly/49ucDxK Episode summary: In this episode of Insights Unlocked, UserTesting’s VP of Design Jason Giles sits down with Tessa Forshaw and Rich Braden—co-authors of Innovation-ish and longtime instructors of design thinking at Harvard and Stanford—to explore what truly drives innovation and why most people hesitate to participate in it. Tessa and Rich break down the science behind “innovation hesitation,” share tools for unlocking creativity, and explain how empathy, rapid prototyping, and metacognition can make innovation more human—and less intimidating. Whether you’re a product leader, designer, marketer, or team facilitator, this conversation provides practical strategies to build innovation habits, uncover deeper insights, and help teams think more creatively. What you’ll learn in this episode: Why so many people experience “innovation hesitation”—and how evolutionary wiring shapes our fear of ambiguity A practical framework for understanding innovation across a spectrum—from jump shots to moonshots How empathy physiologically changes the way our brains process information What separates real insights from surface-level feedback How to use rapid prototyping to gather evidence instead of relying on opinions Why metacognition (thinking about how you think) dramatically increases creativity and idea quality Tools and prompts to help teams collaborate, synthesize insights, and tell better innovation stories About the guests: Tessa Forshaw is a cognitive scientist and co-founder of Harvard’s Next Level Lab. She teaches design thinking, innovation, and creative problem solving at Harvard and previously at Stanford. Her research explores how empathy, cognition, and metacognition shape human-centered innovation. Rich Braden is a design strategist with a background that spans software engineering, marketing, and more than a decade of improv teaching. He teaches innovation and design thinking at Stanford and Harvard, blending creative methodologies with practical business experience. Together, Tessa and Rich are the authors of Innovation-ish: How Anyone Can Create Breakthrough Solutions to Real Problems in the Real World. Resources & links: Innovation-ish website – https://innovation-ish.com Tessa Forshaw on LinkedIn –https://www.linkedin.com/in/tessaforshaw/ Rich Braden on LinkedIn – https://www.linkedin.com/in/richardcoxbraden/ Jason Giles on LinkedIn – https://www.linkedin.com/in/jaygiles/ Harvard Next Level Lab – https://nextlevellab.gse.harvard.edu Nathan Isaacs on LinkedIn – https://www.linkedin.com/in/nathanisaacs/ Learn more about Insights Unlocked – https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting.

Episode web page: https://bit.ly/3XIsfGJ ----------------------- Episode summary: In this episode of Insights Unlocked, Nathan Isaacs talks with marketing powerhouse Bill Macaitis—former CMO of Slack, Zendesk, and Salesforce—about how B2B companies can scale efficiently by prioritizing customer experience, building authentic brands, and embracing new go-to-market models. Bill shares lessons from his career and dives into the importance of customer-centric cultures, long-term thinking, and the strategic use of AI in modern marketing. What you’ll learn in this episode: Why capital-efficient growth beats “growth at all costs”—and how to build it The playbook for operationalizing customer centricity in a B2B environment How to align teams across marketing, product, and sales with shared metrics What most companies get wrong about attribution models How AI can empower marketers—without replacing them The secret to building a B2B brand people actually love (and talk about) Tips for individual contributors to challenge legacy playbooks and advocate for change About the guest: Bill Macaitis is an executive advisor and board member who has led marketing at some of the most iconic names in SaaS, including Slack, Zendesk, and Salesforce. Known for his customer-first approach and bold brand vision, Bill now advises AI startups on how to build scalable, loved companies from the ground up. Resources & Links: Bill Macaitis on LinkedIn (https://www.linkedin.com/in/bmacaitis/) SaaS CMO Pro website (https://www.saascmopro.com/) SaaS CMO Pro newsletter (https://saascmopro.substack.com/) Bill’s YouTube videos (https://www.youtube.com/@SaaSCMOPro/videos) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/49xoJWL ----------------------- Episode summary: What does it really mean for marketing to be "effective" in today’s complex, data-rich environment? In this episode of Insights Unlocked, Sorin Patilinet—PepsiCo’s Global Marketing Insights leader and author of Marketing Effectiveness—joins UserTesting CMO Johann Wrede for a deep dive into how marketers can shift from tactical fixes to strategic, system-wide thinking. Sorin unpacks the concept of marketing as a system, not just a set of disconnected tactics, and explains how AI and automation can enhance—not replace—human decision-making. From defining what effectiveness actually means within your organization to embracing consistency and simplifying the martech stack, this conversation is full of actionable insights for marketing leaders navigating change. Key themes and topics: Why marketing effectiveness must go beyond ad performance metrics Applying engineering-based systems thinking to brand strategy The evolving role of AI in enhancing marketing decision-making How to define "effectiveness" for your organization—and stick to it The power of creative effectiveness and the compounding impact of consistency Why marketers need to focus more on understanding customers than chasing channels Practical advice for internal stakeholder alignment and building a culture of insights Balancing innovation with simplification in a cluttered martech world Resources & Links: Sorin Patilinet on LinkedIn (https://www.linkedin.com/in/patilinet/) Sorin’s book Marketing Effectiveness (https://marketing-effectiveness.com/) UserTesting’s Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting (https://usertesting.com/podcast)

Surojit Chatterjee, the Founder and CEO of Ema and former Chief Product Officer at Coinbase, discusses transformative AI in the workplace. He envisions 'AI employees' as collaborators that reshape workflows, allowing humans to focus on higher-value tasks. Surojit highlights the need for organizations to adapt their legacy systems to an AI-first approach and stresses the importance of customer empathy and rapid experimentation in building effective software. He advises businesses to reskill teams, start early with AI experimentation, and maintain transparency to build trust.

Episode web page: https://bit.ly/4nZFApH ----------------------- Episode summary: How do you know when your content is hitting the mark? And once you do, how can you scale it efficiently and strategically? In this episode of Insights Unlocked, host Nathan Isaacs sits down with Ross Simmonds, CEO of Foundation, a B2B content marketing agency known for its bold distribution strategies. Ross breaks down how to move beyond guesswork in content marketing by identifying real signals of content-market fit and using those insights to fuel smarter, faster content creation. From mining Reddit threads to making your content "baby unicorns," Ross shares tactical strategies for understanding your audience, experimenting with purpose, and leveraging data to guide decision-making. He also discusses why marketers should embrace AI to scale their efforts and stay competitive—without losing the curiosity and creativity that drives meaningful engagement. Whether you're a solo content creator or part of a larger marketing team, this episode is packed with practical advice on how to produce content that resonates, distributes well, and drives real business results. What you'll learn in this episode: Why content, like products, needs to have a strong fit with your audience How to spot signals of content-market fit across platforms like Reddit, X (Twitter), LinkedIn, and more Why you need to slow down in order to move faster—and how to "be the meerkat" in your marketing strategy Tips for running quarterly content reviews and influencing stakeholders with data How one tweet became a foundational content pillar for Ross’s entire brand strategy The role of curiosity and experimentation in finding new content channels before they’re saturated How to embrace AI to boost efficiency, scale distribution, and improve as a marketer Resources & Links: Ross Simmonds on LinkedIn (https://www.linkedin.com/in/rosssimmonds/) Foundation (https://foundationinc.co/) Distribution.ai (http://Distribution.ai) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast About the show: Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting

Episode web page: https://bit.ly/43n2Y89 ----------------------- Episode summary: In this episode of Insights Unlocked, host Nathan Isaacs sits down with Sara Fortier—founder and CEO of Outwitly, Silicon Valley design veteran, and author of the upcoming book Design Research Mastery. Together, they explore the enduring relevance of human-centered design in an age increasingly dominated by AI tools. Sara breaks down what human-centered design really means and why it remains essential, even as AI accelerates many aspects of product development. In this episode, you’ll learn: Why empathy and qualitative insights are irreplaceable, even with powerful AI tools at your fingertips How to win over skeptical stakeholders by speaking their language and showing business value What synthetic users can and can’t do in research workflows Tips for early-career designers on staying relevant and strategic in a rapidly evolving UX landscape How to balance AI efficiencies with the human touch in high-stakes product decisions Sara also explains how AI can give researchers back the time to do more meaningful work—if used wisely—and the kinds of soft skills every designer should prioritize to thrive in the coming decade. Resources & Links: Sara on LinkedIn (https://www.linkedin.com/in/sarafortier/) Outwitly website (https://outwitly.com/) Outwitly Academy (https://outwitlyacademy.thinkific.com/courses/design-research-mastery) Design Research Mastery Book - Preorders (https://a.co/d/apa6alB) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

In this episode of Insights Unlocked, host Nathan Isaacs sits down with Sangram Vajre—co-founder of Terminus and GTM Partners, bestselling author, and pioneer of the Flip My Funnel movement—to explore how customer-first thinking reshapes business growth. Sangram recounts the moment of inspiration that led to flipping the traditional sales funnel on its head and how that napkin sketch evolved into a movement that transformed B2B marketing. Sangram also shares insights from his MOVE framework (Market, Operations, Velocity, Expansion), offering a fresh lens for diagnosing go-to-market (GTM) challenges at every stage of business growth. He dives into the rise of fractional leadership, the role of AI in driving customer insight and product innovation, and why focusing on Net Revenue Retention (NRR) may be the single best way to align teams around growth. Whether you're in marketing, product, UX, or customer experience, this episode will challenge how you think about pipeline, growth, and what it really means to put the customer first. What you’ll learn in this episode:  The origin story behind Flip My Funnel and how it reshaped ABM and B2B marketing Why most marketing and sales funnels fail—and what to do instead The MOVE framework: a diagnostic tool for GTM strategy How Net Revenue Retention (NRR) is the ultimate measure of customer-centric growth The rise of fractional roles and what it means for the future of work How AI is changing the way we listen to and serve customers at scale Resources & Links: Sangram Vajre on LinkedIn (https://www.linkedin.com/in/sangramvajre/) GTM Partners (https://gtmpartners.com/) MOVE and other books (https://sangramvajre.com) GTM Mondays newsletter on Substack (https://gtmonday.substack.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/42dkHi0 ----------------------- Episode summary: In this thought-provoking episode of Insights Unlocked, host Lija Hogan sits down with Dr. John Whalen—cognitive scientist, author, and founder of Brilliant Experience—to explore how artificial intelligence is reshaping the way teams conduct customer research. With deep expertise at the intersection of UX and cognitive science, John shares how his team has integrated AI tools like synthetic users, AI moderators, and automated analysis into their research workflows. But rather than replacing human researchers, John makes the case for how AI can accelerate and augment our work, expand inclusivity, and even inspire better human-to-human interviews. He shares practical advice, lessons learned from hands-on experimentation, and the importance of skepticism, context, and strategic thinking when working with AI-powered tools. Whether you're excited or apprehensive about AI, this conversation offers a grounded, insightful look at the future of UX research and how to prepare for it. Key topics discussed: Why human-to-human research still matters in an AI-enhanced world The surprising effectiveness of AI-moderated interviews How synthetic users can support ideation and stakeholder engagement Using AI as a strategic tool for preparing, scaling, and synthesizing research Ethical considerations and the importance of context when interpreting AI-generated insights Future trends: continuous learning, new research workflows, and evolving team roles Why curiosity and prompt engineering are essential skills for modern researchers Episode Links: John Whalen on LinkedIn ( https://www.linkedin.com/in/johnwhalen/) Podcast: AI for UX ( https://bit.ly/ai-for-ux-podcast) Course: AI for Customer Research: https://maven.com/john-whalen/ai-skills-for-research Brilliant Experience website ( https://www.brilliantexperience.com/) Free Synthetic User Resource: https://maven.com/p/4d211a  Book: Design for How People Think https://bit.ly/dfhpt  Lija Hogan on LinkedIn ( https://www.linkedin.com/in/lija-hogan-894769/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/46shU5A ----------------------- Episode summary: Joe Pulizzi—bestselling author, founder of the Content Marketing Institute, and creator of the Content Inc model—joins host Nathan Isaacs to talk about redefining work, meaning, and success in the age of AI and economic uncertainty. From his transition after a successful business exit to founding The Tilt and launching Creator Economy Expo, Joe shares how content creation can unlock personal freedom and lasting impact. He discusses themes from his latest book, Burn the Playbook, and why now is the time for marketers and creators to lean into their unique edge—what he calls your “tilt.” What you’ll learn in this episode: Why marketers have all the skills needed to become entrepreneurs How to find and refine your “tilt” to stand out in a crowded digital space The difference between passion and monetizable expertise Why building an owned audience is more sustainable than relying on social platforms How to create meaningful work that aligns with your life goals—not just your job title Why Joe believes the best time to start is always right now Memorable quote: “Create before you consume. If you do that every day for 30 days, it will change your life.” — Joe Pulizzi Resources & Links: JoePulizzi.com (https://www.joepulizzi.com/) Burn the Playbook (https://www.joepulizzi.com/books/burn-the-playbook/) The Tilt newsletter (https://www.joepulizzi.com/signup/) [Creator Economy Expo (CEX)](https://www.creatoreconomyexpo.com) This Old Marketing podcast (https://www.thisoldmarketing.com/) Content Inc podcast Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/46FFJbA ----------------------- Episode summary: In this episode of Insights Unlocked, we dive deep into the intersection of customer research, growth strategy, and fast decision-making with Asia Orangio, founder and CEO of DemandMaven. Host Lija Hogan, principal of experience research strategy at UserTesting, guides the conversation as Asia shares how product-led SaaS companies can find traction by uncovering the real problems hiding behind the data. Key topics discussed: The art of understanding customers: Asia’s unexpected journey from oil painting to SaaS growth consultancy, and how her artistic background sharpened her skills in reading human behavior and motivation. Making KPIs talk: Why every important business metric can be unpacked through thoughtful customer conversations—and how to ask the right questions to get there. Dispelling research myths: Asia challenges the common belief that customer research is slow, expensive, or overly complex. Instead, she shows how fast and focused studies can lead to high-impact decisions. Interviewing for impact: Best practices for customer and churn interviews, including how to design research studies that align with your company’s stage and challenges. Getting buy-in through presence: Why having founders and executives attend research interviews can be the game-changer for turning insights into action. Prioritizing what matters: How to separate controllable vs. uncontrollable churn factors, and how to turn qualitative feedback into a roadmap of quick wins and long-term opportunities. Quotes worth highlighting: “Behind every KPI you want to improve, there’s a set of conversations you can have. You can make the number talk.” – Asia Orangio “Research doesn’t have to take six months. You can get meaningful insights in two weeks—or less.” – Asia Orangio Resources & Links: Asia Orangio on LinkedIn (https://www.linkedin.com/in/asiaorangio/) Lija Hogan on LinkedIn (https://www.linkedin.com/in/lija-hogan-894769/) DemandMaven website (https://demandmaven.io/) DemandMaven podcast (https://in-demand.castos.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast