Podcast
The Beacon Way
Hosted by Beacon Media + Marketing · EN
Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!
24episodes
Episodes
Newest firstAll episodes
A Proven Roadmap for Business Growth with Hugo van den Biggelaar
3w ago00:31:47Tap to summarizeBusiness growth should not depend on luck, assumptions, or the latest trend. In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Hugo van den Biggelaar, CEO of The Bitsing Company USA, to explore a proven methodology for making clearer, more intentional growth decisions. Hugo spent more than eight years at Nike, working across finance, insights, loyalty, digital marketing, and brand strategy before moving into entrepreneurship. Today, he is helping bring the Bitsing methodology from Europe to the United States. Bitsing is a business growth framework developed over more than 30 years and used by more than 1,000 organizations. It brings finance, strategy, positioning, marketing, and sales together in one structured plan designed to help leaders focus on the actions most likely to produce measurable growth. In this conversation, Hugo explains why business owners should stop relying solely on gut feeling, how to identify where growth is already proven, and why the strongest brands give people an emotional reason to choose them. Adrienne and Hugo also discuss the challenges that businesses face at every size, from small entrepreneurial teams to global organizations, and how leaders can turn scattered ideas into a practical roadmap. In This Episode -Hugo’s journey from Nike to entrepreneurship -How the Bitsing methodology was developed -Why every business needs a clear growth roadmap -The difference between a financial goal and a strategy -How to use revenue data to decide where to invest -Why businesses often overlook what is already working -How to balance current revenue with new growth opportunities -Preparing a business to scale, sell, or exit -Why rational selling points are easy for competitors to copy -How emotional positioning creates brand preference -Three practical steps toward more intentional growth Key Takeaways -Set financial goals first. Brand awareness, website traffic, and sales conversions can support growth, but they are strategies rather than the final business goal. -Follow the evidence. Your existing revenue data can help show which services, products, audiences, and markets deserve more of your time and budget. -Create preference, not just a reason to buy. Price, speed, and features can all be copied. A strong brand gives people an emotional and distinctive reason to choose you. Chapters:00:00 Introduction 00:36 Hugo’s Journey from Amsterdam to Nike and New York 02:48 Leaving Nike and Taking the Leap into Entrepreneurship 05:59 Bringing the Bitsing Methodology to the United States 06:54 How the Bitsing Growth Method Was Developed 09:34 The Seven Principles Behind the Framework 10:19 Building a Business Growth Roadmap 11:47 Why There Is No Secret Shortcut to Growth 12:36 Knowing When to Hire, Expand, or Stay Focused 15:18 Replacing Gut Feeling with Business Data 15:47 The Pencil Methodology Explained 16:46 Deciding Where to Invest Time and Marketing Budget 18:14 Growth Strategies for Scaling, Turnarounds, and Exits 19:48 Why Businesses of Every Size Face Similar Problems 22:32 Three Steps Toward Intentional Growth 23:06 Set Financial Goals Before Choosing Strategies 24:37 Let the Data Guide Your Decisions 25:03 The Three Brand Challenges Businesses Must Solve 26:24 Why Creating Preference Matters Most 26:51 Finding an Emotional Advantage Competitors Cannot Copy 28:03 Why B2B Marketing Is Still Human 28:51 How to Connect with Hugo 30:06 Closing Connect with Hugo van den Biggelaar:Bitsing Website https://bitsing.com Email hugo@bitsing.com LinkedIn https://www.linkedin.com/in/hugovandenbiggelaar/ Learn More About Bitsing The Bitsing Company https://bitsing.com About the Bitsing method https://bitsing.com/about Books https://www.amazon.com/Seven-Laws-Guaranteed-Growth-Management/dp/906369413X
Transcribe →The Secret to Building Trust Through Storytelling with Bridget Cook-Burch
4w ago00:38:06Tap to summarizeEvery business has a story. The question is: Are you telling yours?In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Bridget Cook-Burch, bestselling author, publisher, book coach, and founder of Your Inspired Story, to explore why storytelling has become one of the most powerful tools for building trust, establishing thought leadership, and creating lasting business impact. Bridget shares her remarkable personal journey—from overcoming childhood adversity and a life-changing near-death experience to becoming a bestselling author and helping leaders uncover the stories that shape who they are.Together, Adrienne and Bridget discuss how authentic storytelling helps business owners connect with the right audience, why thought leadership goes far beyond writing a book, and how sharing your story can transform both your leadership and your business.The conversation also explores AI's impact on marketing, why human connection matters more than ever, and practical ways leaders can begin discovering the stories that only they can tell.Whether you're an entrepreneur, executive, therapist, or business owner, this episode offers valuable insights into using your experiences to build credibility, inspire others, and create meaningful connections.In This Episode• Bridget Cook-Burch's personal journey and near-death experience • Why storytelling creates deeper human connection • Thought leadership versus simply writing a book • How your story becomes your competitive advantage • Building trust through authentic communication • Storytelling for therapists and behavioral health professionals • Marketing in the age of AI • Why connection is becoming more valuable than content • The timeline exercise for uncovering your story • Turning life experiences into lasting impact Chapters00:00 Welcome to The Beacon Way Podcast00:50 Meet Bridget Cook-Burch01:30 Bridget's Incredible Story05:00 A Life-Changing Near-Death Experience08:30 Discovering the Power of Story10:30 Why Every Leader Has a Story to Tell12:00 Thought Leadership vs. Writing a Book15:00 Finding Your Unique Message16:45 Storytelling for Therapists & Behavioral Health19:45 Why People Connect With Your "Why"23:15 AI, Marketing & Human Connection30:20 How to Discover Your Story34:30 Bridget's Timeline Exercise35:00 How to Work With Bridget37:00 Closing Thoughts🔗 Connect with Bridget Cook-BurchYour Inspired Storyhttps://yourinspiredstory.comWriting Retreats, Coaching & PublishingVisit Your Inspired Story to learn more about Bridget's book coaching, writing retreats, and publishing services.
Transcribe →The Entrepreneur's Roadmap: 8 Steps to Long-Term Success with Dr. Kevin Gazzara
Jul 1000:36:03Tap to summarizeThinking about starting a business—or building one that stands the test of time? In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Dr. Kevin Gazzara, CEO of Magna Leadership Solutions and CoachSultants.com, executive coach, leadership expert, speaker, professor, and author of The Leader of OZ. Before launching his own consulting firm, Kevin spent 18 years at Intel Corporation, where he held leadership roles in product management, program management, and leadership development. He later led Intel University's management and leadership programs, helping develop more than 40,000 managers across 10 countries. Today, he works with organizations around the world to build stronger leaders, healthier workplace cultures, and high-performing teams. During this conversation, Kevin shares his 8 Ps of Entrepreneurship, a practical roadmap designed to help entrepreneurs build businesses with intention instead of relying on trial and error. Together, Adrienne and Kevin discuss: -The 8 Ps of Entrepreneurship -Why long-term planning gives entrepreneurs an advantage -Building a business that can withstand change -Creating a unique competitive advantage -Growing your professional network -Strategic partnerships that accelerate growth -Why saying "no" to the wrong clients is good business -The difference between coaching and consulting -Leadership lessons from decades of developing executives Whether you're launching your first company, growing an established business, or investing in your own leadership development, this episode offers practical strategies you can begin applying immediately. Connect with Dr. Kevin Gazzara: 🌐 Magna Leadership Solutions https://magnaleadership.com 🧠 Positive Intelligence Coaching & Training https://pqtrainingandcoaching.com/ 🤝 CoachSultants https://www.coachsultants.com/ 🌍 Kevin Gazzara's Website https://kevingazzara.com 📧 Email kevin@magnaleadership.com 📘 Free Resource Kevin mentions his book Ready, Set, Get Hired during the episode. Reach out via email to request your complimentary copy!
Transcribe →The Marketing Strategies AI Can't Replace with Stephan Bajaio
Jul 100:52:38Tap to summarizeAs AI-generated content floods the internet, one thing is becoming increasingly valuable: authentic human connection. In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with digital marketing veteran Stephan Bajaio, founder of Vibe Logic and former co-founder of Conductor, one of the world's leading enterprise SEO platforms. Together they explore how AI is changing digital marketing, why authenticity is becoming one of the biggest competitive advantages for businesses, and what behavioral health practices can do to better connect with the people they're trying to serve. The conversation dives into content strategy, SEO, therapist branding, patient psychology, evergreen content, and why the best marketing isn't about selling—it's about helping. Whether you're a practice owner, marketer, or business leader, this episode offers practical insights into creating content that builds trust, creates connection, and serves people before they ever become customers. In This Episode:-How AI is reshaping marketing -Why authenticity matters more than ever -Creating content that builds trust -Marketing for behavioral health practices -Writing for patients instead of search engines -Evergreen content that continues delivering value -Human-centered SEO strategies -Why empathy is your biggest competitive advantage -Turning expertise into meaningful content -The future of digital marketing Chapters:00:00 Introduction 00:55 Meet Stephan Bajaio 02:00 From Yahoo! to Building a Half-Billion Dollar SEO Company 03:40 Why Behavioral Health Marketing Matters 05:15 Authenticity in the Age of AI 07:10 Why Therapist Bios Often Miss the Mark 10:10 Helping Patients Feel Seen Before They Call 14:20 Marketing Is About Creating Connection 17:00 You're Not Always Marketing to the Patient 20:10 What McDonald's Can Teach Us About Marketing 24:10 Why Therapists Need to Speak Human, Not Clinical 31:00 Creating Evergreen Content That Actually Helps 36:30 Why Expertise Alone Doesn't Build Trust 41:00 Treating Real Problems, Not Bullet Points 47:00 The Lasting Impact of Helpful Content 50:00 Where to Connect With Stephan 51:20 Closing Thoughts Connect With Stephan Bajaio Vibe Logic https://vibelogic.com LinkedIn https://www.linkedin.com/in/stephanbajaio/
Transcribe →Why Authentic Leaders Build Stronger Teams with Victoria Pelletier
Jun 2500:27:34Tap to summarizeLeadership isn't about being the loudest voice in the room. It's about building trust, creating accountability, and bringing people with you. In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with executive leader, board director, entrepreneur, and bestselling author Victoria Pelletier to discuss her remarkable leadership journey—from overcoming a traumatic childhood and becoming an executive at just 24 years old to leading organizations through mergers, acquisitions, corporate transformations, and cultural change. Victoria shares how years of being one of the only women in leadership shaped her approach, why she was once known as "The Iron Maiden," and how embracing authenticity transformed both her leadership style and the impact she has on the people around her. The conversation explores human-centered leadership, accountability, workplace culture, navigating difficult conversations, leading through change, and creating environments where people can thrive while still achieving high performance. If you're a business owner, executive, manager, or aspiring leader, this episode offers practical insights into building stronger teams and becoming the kind of leader people genuinely want to follow. In This Episode:Victoria's journey from adversity to executive leadership Being the only woman in the room Why authenticity matters in leadership The dangers of leadership masks and personas Building trust through vulnerability Human-centered leadership vs. command-and-control leadership Accountability without sacrificing empathy Leading through mergers, acquisitions, and organizational change Creating followership instead of compliance How to know when it's time to leave an organization Connect With Victoria Pelletier Website https://victoria-pelletier.com LinkedIn https://www.linkedin.com/in/victoriapelletier YouTube channelhttps://www.youtube.com/@UCpps5pAsPd83Bbn0YnofHRQ Books, Speaking & Leadership Resources https://victoria-pelletier.com
Transcribe →Why Most Branded Podcasts Fail (And How To Turn It Around) with Roger Nairn
Jun 1800:43:46Tap to summarizeWhy Most Branded Podcasts Fail (with Roger Nairn, CEO of Jar Podcast Solutions) Welcome back to The Beacon Way Podcast! In this episode, host Adrienne Wilkerson sits down with Roger Nairn, Co-Founder and CEO of Jar Podcast Solutions, to discuss what separates successful podcasts from the thousands that never gain traction.Roger shares why many branded podcasts fail, how organizations should approach podcasting as a strategic business asset, and why every podcast needs a clear purpose before the first episode is ever recorded.The conversation also explores audience-first content creation, podcast measurement and analytics, podcasting's evolution into video, the role of AI in content creation, and what the future looks like for creators, marketers, and media companies.Whether you're launching your first podcast or looking to improve an existing show, this episode offers practical insights into building content that creates lasting audience engagement.In This Episode:· Why most branded podcasts fail · The difference between content marketing and podcast strategy · How to determine your podcast's purpose · Building audience-first content · Podcast analytics that actually matter · Video podcasts and the future of the medium · AI's impact on content creation and storytelling · Remote agency leadership and operations · Why human connection still matters in an AI-driven world Chapters00:00 Introduction & Meet Roger Nairn 01:01 The Story Behind Jar Podcast Solutions 02:20 Why Most Branded Podcasts Fail 05:32 Podcast Analytics & Measuring Success 08:05 Why Every Podcast Needs a Job 10:35 Different Podcast Formats for Different Goals 13:05 How Long Should a Podcast Be? 15:50 The Evolution of Podcasting & Video Content 17:00 The Human Element of Podcasting 18:30 Podcasting in the Age of AI 21:50 AI Slop, Authenticity & Human Connection 24:40 AI, Hollywood & The Future of Creative Work 33:00 How Jar Uses AI Internally 36:25 AI, Creativity & Agency Operations 41:15 Where to Find Roger Nairn 42:55 Closing Thoughts Where to find Roger and Jar Podcast Solutions: Jar Podcast Solutions Website https://jarpodcast.comLinkedIn Connect with Roger Nairn on LinkedIn https://www.linkedin.com/in/rogernairn604/ Resources & Blog https://jarpodcast.com
Transcribe →Work-Life Harmony in a 100% Remote Agency with Blue Duck Agency
Jun 1200:51:18Tap to summarizeOn this episode of The Beacon Way Podcast, host Adrienne Wilkerson interviews Deanna Dolecki (President) and Ashley Ruggeri (Account Director) of Blue Duck Agency about their backgrounds, the agency’s services (digital, acquisition email, direct mail, and video), and the emotional weight of marketing in mental and behavioral health. They discuss why “work-life balance” is better framed as work-life harmony, how Blue Duck has been fully remote for 26 years, and the benefits and challenges of virtual work, including productivity, flexibility for parents and caregivers, and the added effort required for collaboration and feedback—especially for younger employees. They share culture-building tactics like transparent company updates, intentional Zoom and in-person gatherings, games, meme/GIF chats, and hiring for “intangibles” by focusing interviews on candidates’ stories and motivations. Links mentioned in today's episode: blueduckagency.comReach out to Ashley: ashley@blueduckagency.com
Transcribe →How Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting
Jun 400:29:16Tap to summarizeHow Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting Adrienne interviews Julia, founder of Cheque, who moved from Sweden to the US after leaving her role at a Stockholm accelerator to start an invoicing platform for service businesses. Drawing on interviews with about 100 service providers, Julia explains how Cheque uses dynamic discounting—letting businesses offer optional discounted net 5 or net 10 terms alongside standard net terms—so clients can pay early for a 1%–3% discount, helping vendors improve cash flow without relying on lines of credit or factoring. They discuss the realities of entrepreneurship, the pain points in existing bookkeeping and invoicing tools, and Cheque’s longer-term vision for a “credit exchange without credit” that could route early-payment demand across the platform. Julia shares how to contact her and notes Cheque’s free plan and QuickBooks integration. Contact Julia on LinkedIn: https://www.linkedin.com/in/juliadelin/Cheque Website: https://www.chequepay.co/Contact Adrienne on LinkedIn: https://www.linkedin.com/in/adriennewilkerson/Beacon Media & Marketing Website: https://www.beaconmm.com/ Follow Beacon Media & Marketing Social Mediahttps://www.linkedin.com/company/beacon-media-marketing/posts/?feedView=allhttps://www.facebook.com/beaconmm/https://www.instagram.com/beaconmm/ 00:00 Welcome and Introductions00:18 Julia’s Founder Story01:29 How Cheque Works02:37 Taking the Leap04:02 Entrepreneur Rollercoaster08:14 Big Vision for SMBs09:45 Cash Flow Alternative12:06 Dynamic Discounting Demo16:35 Proactive vs Collections19:51 Credit Exchange Vision21:32 Roadmap and Risk22:39 Free Plan and Contact23:58 Healthcare Use Case27:03 Closing Thanks
Transcribe →Selling a Business (and Buying It Back): Exit Readiness, PE Deals & Clean Financials with Mike Bosma
May 2800:40:43Tap to summarizeOn this episode of The Beacon Way podcast, Adrienne interviews Reno-based CPA and business broker Mike Bosma about his path from studying accounting (originally planning on law) to working at Deloitte and Grant Thornton, then launching his own CPA firm in 2007. Bosma shares how a Reno KOH radio show led to a broader advisory platform that later became a podcast, and discusses selling his CPA firm in 2017, why the acquirer struggled with the firm’s consulting-heavy model, and how he reacquired it in 2021 while also building a brokerage practice. He offers guidance on preparing to sell a business: making the founder replaceable, negotiating role clarity before closing, practicing transparency, and keeping accurate accrual-based financials free of personal expenses, along with insights on private equity structures and post-sale transition planning.Mike Bosma – Keystone CPAshttps://keystone.cpa/bosma-on-business/775-786-4900mbosma@keystone.cpa.com
Transcribe →What Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1
May 2100:16:43Tap to summarizeWhat Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1 On this solo episode of the Beacon Way Podcast, host Adrienne Wilkerson (CEO and co-founder of Beacon Media and Marketing) tackles the question of what businesses are paying for in marketing as AI now handles up to 60% of marketing tasks, citing a 2025 Anthropic study showing roughly 65% observed AI usage in marketing research and production. She argues AI is primarily a production layer, while agencies provide strategy, judgment, specificity, compliance, and cross-discipline coordination—especially critical for mental and behavioral health practices. Adrianne outlines what AI does well (first drafts, SEO/structure, variations, research synthesis, analytics, production scaling, and workflow automation) and where it consistently fails without humans (positioning, audience nuance, clinical accuracy, HIPAA/compliance judgment, brand voice consistency, cross-channel coordination, stakeholder relationships, and strategic prioritization). 00:00 Welcome to Beacon Way00:58 The AI Agency Question01:32 What You Pay For Now03:17 Anthropic Study Findings05:35 AI Wins in Marketing08:29 Where AI Falls Short14:17 Human Judgment Matters15:42 Wrap Up and Part Two
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