Podcast Summary – From the Ground Up by Inc. Magazine

Episode: "How Brands Can Win in 2026"

Date: December 12, 2025
Host: Michelle Legro
Guests:

• Tyler Fish, Co-Founder of Sun Home Saunas
• Sonja Komunovic, Founder & CEO, ONA Creative

Overview

In this founder group chat, Michelle Legro sits down at the Inc. 5000 conference in Phoenix with two brand-building experts. They dissect how brands can differentiate and thrive in 2026’s crowded, AI-influenced media landscape. The episode explores actionable strategies for brand authenticity, the pitfalls of chasing trends, the importance of trust and design, and unconventional influencer partnerships.

Key Discussion Points & Insights

1. Standing Out in a Saturated Market

(4:09–5:42)

• Get Creative & Avoid Dependence on Algorithms
  • Tyler Fish stresses the need for non-traditional marketing and branding channels, noting that relying on Meta, TikTok, or Google alone is no longer enough.

    “You can’t let the algorithm define you... you have to find more non-traditional types of marketing and branding channels to stand out.” (Tyler, 04:09)

• Clarify Your “Why”
  • Sonja Komunovic underscores the importance of identifying a brand’s unique human problem and developing strategies from that core truth.

    “You can’t really chase trends... You have to dig in deeper into your why, ask your consumers why did they decide to buy you.” (Sonja, 04:51)

2. Disrupting & Modernizing Legacy Industries

(5:42–8:20)

• DTC Innovation in the Sauna Industry
  • Tyler shares how Sun Home Saunas disrupted the market by offering a high-ticket wellness product online, improving user experience, and focusing on aesthetics.
  • Key innovations: "Plug and play" ease, attractive design, tech features (app control, Bluetooth, red light therapy).
  • Solved the friction of clunky buying experiences, unattractive products, and lack of modern features.

    “There was no easy, plug and play way... We wanted to innovate not just the website, but how it looked and how it felt.” (Tyler, 06:56)

  • Sonja adds that this heightened accessibility, boosted esteem, and turned the product into a centerpiece for wellness-conscious consumers.

3. The Intersection of Wellness, Design, and Brand Experience

(8:20–10:35)

• Customer Experience Beyond the Product
  • Consistency across brand touchpoints: a sleek digital experience must match a premium price.
  • Tyler: High-spend customers expect a “five-star” experience from research to delivery.

    “If someone’s going to be spending $15,000 on a sauna… they expect a five-star experience and handholding.” (Tyler, 09:54)

4. Brand Authenticity in the Era of AI

(10:35–15:03)

• Retaining Human Creativity
  • Sonja: “There is no shortcut for the human voice… When everything looks like a carbon copy, you land in ubiquity.” (Sonja, 11:01)
  • AI is useful for efficiency, but not for inventing original, emotionally resonant ideas.
• Authenticity as a Core Value
  • The Target DEI “debacle” is cited as a warning: failing to ground brand actions in true values leads to long-term fallout.

    “Never ever say or do anything you don’t believe in... just to make a couple bucks.” (Sonja, 12:25)

• Founder Visibility Matters
  • Tyler advocates for founder-led content, more behind-the-scenes storytelling, and face time with the audience:

    “We’ve invested more in getting camera crews out here, documenting more about what we’re doing... show that you’re real.” (Tyler, 13:40)

5. Earning Trust Through Design, Transparency & Partnerships

(17:09–21:00)

• Being Uniquely Yourself
  • Avoid imitation. Consumers can “see through” copycats in product design and branding.
• Influencer & Celebrity Alignment
  • Past failures taught Tyler not to choose influencers solely for their following; inauthentic partnerships prompt harsh backlash.

    “We did that once… influencer was on a podcast a year before saying how much she hates cold plunges. Now we look unauthentic…” (Tyler, 19:57)

  • Sonja formalizes influencer selection with a process focusing on shared values and genuine brand affinity, sometimes seeking adjacent rather than direct industry fits for true resonance.
  • Memorable strategy: “In order to say something, you first have to be something, then do something…” (Sonja, 21:00)

6. Smart Community-Driven Marketing

(23:57–27:51)

• Go Beyond Obvious Partnerships
  • Collaborating with “adjacent” communities (e.g., architects, real estate agents, young moms) can bring new, authentic audiences.

    “You don't necessarily need to go to wellness influencers. There’s plenty of other partnerships out there…” (Tyler, 24:25)

• Careful Brand Representation
  • Ensure values match across every partnership—not just big names for reach.
  • “Bigger is not always better... Those [niche partnerships] will always outperform just someone that has a more generic audience.” (Tyler, 26:20)
• Giveaways as a Growth Hack
  • Sun Home’s community-driven giveaways, including one with Joe Rogan, delivered explosive follower growth with minimal spend and positioned the brand as a major player early on.

    “Overnight, we got 30,000 followers… just costed that sauna. It enabled us to punch above our weight.” (Tyler, 29:32)

Notable Quotes & Memorable Moments

• Sonja on Brand Integrity vs. Trend-Chasing:

  "If you claim a value just to make a couple of bucks, you’ll fall flat on your face.” – (13:40)

• Tyler on Influencer Authenticity:

  “We’ve done that in the past, and the comment section is atrocious... it’s a shit show.” – (01:24 & 19:57)

• Sonja on Influencer Vetting:

  “First, we sit down with a deck and explain the concept and idea to make sure they're into it before compensation...” – (21:00)

• Tyler’s Giveaways Story:

  “If there’s any time to do it, it’s now… Rogan started reposting… overnight, we got thirty thousand followers.” – (29:32)

Important Segment Timestamps

• [04:09] — How to Make Your Brand Stand Out
• [05:49] — Disrupting a Legacy Market (Sun Home’s Story)
• [06:56] — Solving Human Problems in Product Design
• [08:02] — Technology & Wellness Integration
• [11:01] — Navigating AI & Brand Authenticity
• [13:40] — Founder Visibility and Authenticity
• [19:57] — Influencer Partnership Pitfalls
• [24:25] — Benefits of Adjacent Influencer Partnerships
• [26:20] — Effectiveness of Niche Micro-influencers
• [29:32] — Joe Rogan Giveaway Growth Hack

Tone and Atmosphere

The episode is candid, insightful, and energetic—seasoned with founder war stories and actionable takeaways. Both guests are transparent about past failures and successes, emphasizing the long-term value of authenticity and creative hustle over shortcuts or superficial trends.

Summary Takeaways

• Success in 2026 will favor brands with clear values, distinctive design, and authentic connections—both in storytelling and partnerships.
• Don’t chase fleeting trends or inflate your follower count superficially; tap into communities, values, and narratives that genuinely align with your brand and mission.
• Giveaways, niche partnerships, and founder-led storytelling are poised to outmaneuver generic digital ad spending in an AI-flooded media landscape.

For more, tune in to next week’s continuation, diving deeper into community building and the practical tactics that set modern brands apart.