The Billion-Dollar Forecast: CMO Randi Stipes on How The Weather Company Shapes Business Decisions

Summary

The Speed of Culture Podcast: Episode Summary

Title: The Billion-Dollar Forecast: CMO Randy Stipes on How The Weather Company Shapes Business Decisions
Host: Matt Britton, Founder and CEO of Suzy
Guest: Randy Stipes, Chief Marketing Officer of The Weather Company
Release Date: February 25, 2025

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Introduction

In this enlightening episode of The Speed of Culture Podcast, hosted by Matt Britton of Suzy, listeners are introduced to Randy Stipes, the Chief Marketing Officer of The Weather Company. Recorded live at CES in Las Vegas, the conversation delves deep into how The Weather Company leverages data, artificial intelligence (AI), and creativity to influence business decisions across various industries. This episode explores the multifaceted impact of weather on consumer behavior, business operations, and strategic planning.

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The Role of Weather in Modern Business

Randy Stipes opens the discussion by highlighting the increasing volatility and unpredictability of weather patterns, especially in the wake of recent wildfires in Southern California. He emphasizes the critical role of The Weather Company in providing accurate weather data to help both consumers and businesses make informed decisions.

Notable Quote:
“We can extract insights that we then help brands recognize and activate on.”
— Randy Stipes [02:14]

Stipes explains that weather is no longer just about daily forecasts but extends to more profound implications such as consumer safety during extreme events. The Weather Company not only serves consumers directly but also empowers enterprises with weather intelligence to enhance decision-making processes.

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Business Model and Revenue Streams

Randy provides an overview of The Weather Company's diverse business model, which includes both consumer-facing services and enterprise solutions.

Key Points:

• Consumer Business: The flagship product, The Weather Channel, attracts over 360 million monthly visitors across digital platforms. Revenue streams are diversified through ad-supported models and subscription services.

  Notable Quote:
  “We have a thriving consumer business that is ad-supported, but we also have a subscription, we have a subscriber [model].”
  — Randy Stipes [05:05]

• Enterprise Solutions: Beyond APIs, The Weather Company offers specialized products like Pilot Brief for aviation, which aids pilots with real-time weather data to ensure flight safety. Additionally, they collaborate with local broadcast affiliates to supply weather graphics and data services.

  Notable Quote:
  “We have very strong foothold in the aviation... we ensure safety as passengers.”
  — Randy Stipes [15:16]

• WeatherEngine: An intelligence platform that analyzes vast amounts of weather data to provide actionable insights for marketers and other industries, enhancing advertising campaigns and operational strategies.

  Notable Quote:
  “WeatherEngine is the vehicle that allows us to analyze all of the data.”
  — Randy Stipes [16:03]

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Impact of Weather on Consumer Behavior and Business Operations

The conversation delves into how weather significantly influences consumer behavior and business logistics.

Consumer Behavior:
Randy discusses the psychological and physical impacts of weather on consumers. For instance, unexpected cold spells can drive ice cream sales not just in traditionally warm regions but also in areas experiencing unseasonal weather.

Notable Quote:
“We have 40 years of historical data that we can correlate with first-party data... to give brands these insights.”
— Randy Stipes [07:16]

Business Operations:
Weather affects inventory management, sales forecasting, and supply chain logistics. For example, a snowstorm can drastically reduce foot traffic to retail stores like Walmart, impacting sales and inventory turnover.

Notable Quote:
“If there's a snowstorm, people can't go to Walmart, they can't buy as much, impacts inventory...”
— Randy Stipes [03:17]

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Harnessing AI and Technological Advancements

A significant portion of the discussion focuses on the integration of AI and machine learning in enhancing weather forecasting and data analysis.

AI in Forecasting:
Randy explains that AI has been integral to The Weather Company's forecasting models for decades, enabling the analysis of over a hundred different models to generate accurate predictions.

Notable Quote:
“Our meteorologists look at over a hundred different models when they're generating the forecast.”
— Randy Stipes [11:58]

Partnership with Nvidia:
The Weather Company collaborates with Nvidia to leverage AI for more granular and precise weather predictions, aiming to achieve a 1km radius accuracy which is invaluable for marketers requiring detailed insights.

Notable Quote:
“We're working with Nvidia to get down to really that 1km radius to give people greater confidence.”
— Randy Stipes [10:33]

AI Experimentation:
Stipes emphasizes the company's commitment to AI experimentation across all functions, fostering innovation while maintaining human creativity and oversight.

Notable Quote:
“We have created a sandbox environment... so all functions can experiment with bringing in external AI.”
— Randy Stipes [20:19]

---

Future Directions and Strategic Focus

As The Weather Company enters its "Weather 3.0 Era" post its separation from IBM, Randy outlines the strategic areas of focus moving forward.

Key Strategic Focus Areas:

• Personalization and User Engagement: Enhancing the consumer app to be more intuitive and personalized, ensuring increased engagement and retention.

  Notable Quote:
  “How are we making the app more personal, people? How are we making it more intuitive?”
  — Randy Stipes [17:52]

• Expanding Distribution Channels: Partnering with platforms like TikTok to integrate weather data where users are actively searching for information, thereby increasing visibility and accessibility.

  Notable Quote:
  “If someone types Auckland weather on TikTok, we're providing that weather.”
  — Randy Stipes [18:22]

• Future Proofing the Brand: Ensuring sustained relevance by adapting to new technologies and consumer behaviors, and maintaining a strong organic presence on social media platforms.

Talent Development:
Randy highlights the importance of upskilling talent in AI and embedding marketers within product teams to foster a deeper understanding of consumer engagement.

Notable Quote:
“We have a sandbox environment not unique to marketing, but across the company for AI experimentation.”
— Randy Stipes [20:33]

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Collaborations and New Ventures

The Weather Company is exploring new partnerships and ventures, including collaborations with the defense industry to provide real-time weather data for training simulations and enhancing operational preparedness.

Notable Quote:
“We're starting to talk with the defense industry... to better prepare people for being in combat.”
— Randy Stipes [16:34]

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Personal Insights and Professional Mantra

Towards the end of the podcast, Randy shares his professional mantra, underscoring the importance of standing firm in one’s values amidst growth and change.

Notable Quote:
“If you don't stand for something, you will fall for anything.”
— Randy Stipes [23:20]

He emphasizes maintaining a growth mindset while adhering to core values, fostering both personal and organizational integrity.

---

Conclusion

The episode concludes with Matt Britton expressing gratitude to Randy Stipes for his insightful contributions. Randy's passion for leveraging weather data to drive business innovation and his strategic vision for The Weather Company's future highlight the pivotal role of weather intelligence in today's dynamic market landscape.

Final Thoughts:
Randy’s insights demonstrate how The Weather Company is not just a weather forecasting service but a comprehensive data and technology powerhouse influencing various facets of modern business. From personalized consumer experiences to strategic enterprise solutions, the company's multifaceted approach exemplifies moving at "The Speed of Culture."

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Subscribe and Stay Updated

To stay informed on the latest in shifting consumer trends and innovative business strategies, subscribe to The Speed of Culture Podcast on Apple Podcasts, Spotify, or your preferred podcast platform. Don’t miss out on future episodes that delve deep into the forces shaping today’s rapidly evolving business landscape.

Transcript

[Captain]

Race the rudders. Race the sails. Race the sails.

[Matt Britton]

Captain, an unidentified ship is approaching.

[Randy Stipes]

Over.

[Captain]

Roger. Wait. Is that an enterprise sales solution?

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Yeah, sure thing. Hey, you sold that car yet?

[Friend 2]

Yeah, sold it to Carvana.

[Friend 1]

Oh, I thought you were selling to that guy.

[Friend 2]

The guy who wanted to pay me in foreign currency, no interest over 36 months.

[Randy Stipes]

Yeah. No.

[Friend 2]

Carvana gave me an offer in minutes, picked it up and paid me on the spot. It was so convenient.

[Friend 1]

Just like that?

[Ryan Reynolds]

Yeah.

[Friend 1]

No hassle?

[Friend 2]

None.

[Friend 1]

That is super convenient.

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[Weather Company Representative]

We know that weather impacts consumer behavior. We can extract insights that we then help brands recognize and activate on.

[Matt Britton]

To thrive in a rapidly evolving landscape, brands must move at an ever increasing pace. I'm Matt Britton, founder and CEO of Suzy. Join me and key industry leaders as we dive deep into the shifting consumer trends within their industry, why it matters now, and how you can keep up. Welcome to the Speed of Culture.

[Randy Stipes]

We're here live in CES in Las Vegas, and we're thrilled to welcome today Randy Stipes, the chief marketing officer of the weather company, a trailblazer in harnessing data, AI and creativity to drive innovation, societal impact. Randy, it's so great to see you.

[Weather Company Representative]

Thanks so much for having me. I'm happy to be here.

[Randy Stipes]

You know, it's not lost on me that you work with the weather company. And we're here amidst the tragic wildfires that are ravaging Southern California, California. The weather company, obviously, is a tool that consumers really rely on, especially in times like this. What do you think the role is of the brand? To help shepherd consumers through tragedies like this that are increasingly happening?

[Weather Company Representative]

Unfortunately, they are, and we'd be remiss not to talk about it. I'm actually born and raised in Southern California. My family, fortunately, is safe. But it's absolutely tragic to witness this. And you're right, it's becoming far more common. I like to say. And we like to say weather's predictable.

[Randy Stipes]

Yeah.

[Weather Company Representative]

But it is getting more volatile. It's getting more erratic. And so we are fiercely committed at the weather company to giving people the facts to help them make more informed decisions. And that can go from kind of the basic everyday what to wear to certainly the more extreme events like we're seeing unfold now in terms of keeping people safe. But I think it goes beyond that. It's also when we get into the. We don't only have a consumer portion of our business, it's also from an enterprise standpoint, how can we actually arm marketers, brands and other functions within organizations with weather intelligence so that they can make smarter decisions, demand.

[Randy Stipes]

If there's a snowstorm, people can't go to Walmart, they can't buy as much, impacts, inventory, all sorts of things.

[Weather Company Representative]

And so we can all kind of fall victim to Mother Nature or we can try to harness her power and get smarter based on the data that we have so that we can not only be prepared and be safe, but hopefully drive business growth.

[Randy Stipes]

Yeah. I mean, as I was preparing for this interview, today just dawned to me how many different ways the weather impacts us, impacts our mood, impacts our health. Stuff like allergies obviously impacts our safety in times like this. And it's such a daily ritual. There's really nothing else like it if you think about it. I mean, I guess the close thing would be like the stock market because that's an external factor that impacts your wallet. And this is kind of like the manifestation of this in the physical realm.

[Weather Company Representative]

It's so true. We are a daily habit, we're a utility, but it's always with consciously or subconsciously to drive that decision. And so you mentioned health. One interesting stat is that 76% of the people who use the Weather Channel app are coming there to mitigate a health challenge or a health.

[Randy Stipes]

Wow, that high.

[Weather Company Representative]

It gets even higher when you think about mental health. 81% say that weather impacts their mental health. Of course, I mean, right now, kind of going back to what's happening in Southern California, think about the angst that that creates for people.

[Randy Stipes]

And it will for weeks and months.

[Weather Company Representative]

And years, of course, from the most immediate safety concerns. But then when we talk about air quality and the aftermath and so conscious or subconsciously, the weather really is impacting so many of our decisions, I think physically, emotionally, mentally, that we're making.

[Randy Stipes]

Yeah. So for those who don't know, tell me about the weather company's business, its business model and the different lines of business you operate in.

[Weather Company Representative]

Sure, I'm happy to. So I think most people are probably familiar with our consumer business. I'll start there. The Weather Channel being our flagship Apple. So it's really a kind of great power and great responsibility that comes with it. With more than 360 million people who are. Wow. Yeah, it's a Lot who are visiting our digital properties every month. So we have a thriving consumer business is available. It's ad supported, but we also have a subscription, we have a subscriber. Thank you. So there is diversified revenue streams that come in there. From an advertising standpoint, we, we love partnering with brands so that they can run within a trusted environment, be part of that daily habit and daily ritual. But it really goes beyond that. We were talking about the weather intelligence and the insights. It's also giving brands that intelligence so that they can leverage it across their advertising campaigns. So how do we plug that intelligence into dxn?

[Randy Stipes]

Intelligence meaning where people are beyond that.

[Weather Company Representative]

So intelligence meaning I'm glad I talk about it like it's second nature, but let me, let me unpack that for a minute and then I'll kind of come back to the rest of this. So when I say weather intelligence, what I mean is that we know that weather impacts consumer behavior. We can extract insights that we then help brands recognize and activate on. So we'll do an example.

[Randy Stipes]

Okay, great.

[Weather Company Representative]

Because I think that helps personalize for people. So what you think are the weather conditions that drive ice cream sales. Like what kind of weather would motivate you?

[Randy Stipes]

Well, most people would think is if it's hot out, you want to buy ice cream. Right.

[Weather Company Representative]

Logical. And that's true. However, we know weather's relative. Like what might be considered a warm temperature, you versus me, it's like there's.

[Randy Stipes]

People in Florida that complain when it's 60 degrees.

[Weather Company Representative]

That's me, right? Yeah. I live in Florida.

[Randy Stipes]

There you go.

[Weather Company Representative]

In Vegas right now it's 60 degrees and I'm legitimately cold.

[Randy Stipes]

Right. I think it's amazing. Right.

[Weather Company Representative]

So it's relative. Back to the ice cream example, what we found is that in the Ohio Valley, which right now is getting pummeled with snow, but in the Ohio Valley, when it drops to 57 degrees, people that starts to feel a little bit cold. People go inside, they consume ice cream because it's a comfort food.

[Randy Stipes]

Wow.

[Weather Company Representative]

And so that's just one example. We have 40 years of historical data that we can go ahead, we can correlate it with first party data, with third party data to give brands these insights and then they can activate them anywhere. We don't believe in walled gardens. They can certainly run with us across our O and O, but they can run anywhere. The same type of weather intelligence. How it can be leveraged though, in a lot of different places beyond marketing. So how can that be used in supply chain and pricing?

[Randy Stipes]

We were Talking about earlier.

[Weather Company Representative]

Right, exactly. We also have a thriving aviation part of our business. So working with global airlines, 25,000 flights a day rely on us and our products and our services, our meteorological expertise to take off and land safely.

[Randy Stipes]

I would imagine with the growth of sports gambling in the US and the impact of weather on professional football games, that probably has an application to your business too.

[Weather Company Representative]

I mean, given the impact and really the influence on every industry, we like to say like everyone needs a weather strategy, but we have some more specialized products and solutions, if you will, for given industry.

[Randy Stipes]

I've always been surprised, like you want to go on a vacation. Maybe you live in Northeast, it's freezing and you want to go somewhere where it's not raining or it's sunny out. And if you go on a travel site, you can't really do that. You can't search by what the weather is that weekend. Yes, and I would think that's such like a. We talked about AI. We'll get into that in a second.

[Weather Company Representative]

Sure.

[Randy Stipes]

Basically synthesizing that data into searches and other non endemic things to help paint a picture.

[Weather Company Representative]

Well, you're exactly right. I mean you can get a forecast a million different places. You can't necessarily get the most accurate forecast, but you can get a forecast from. There's over 10,000 weather apps out there.

[Randy Stipes]

That many? Wow.

[Weather Company Representative]

Staggering, right?

[Randy Stipes]

A lot of them, by the way, I know, are nefarious in terms of how they take your data, how they use it, et cetera.

[Weather Company Representative]

Exactly. Glad that you said that versus me saying it. However, I think where the value comes in and what we're really focused on is how do you translate that forecast so that we go beyond data and we're actually giving people the actionable information. So when's the best time that you would want to travel to Vail to go skiing? When's the best time you might want to travel to the Virgin Islands to ensure that you're getting the maximum days of sun. How do we kind of remove that cognitive load for people and take the guesswork out of it? Yeah, that's the key.

[Randy Stipes]

When you say it is predictable is the technology such where you can predict further out now. Like say someone's getting married a month from now and they want to know is it more reliable now than it was say a decade ago to understand the weather?

[Weather Company Representative]

It is. I mean certainly it's still the case where the closer that you get to a given day or an event, then the more accurate you're going to be. However, where the technology has really improved is the granularity. And so right now we are working, I believe, like and solving kind of these big global challenges. We certainly have a lot of expertise, but you need strong partners also that you bring to the table. So one example of that is we're working with Nvidia and together we are focused on how can we use AI to best leverage that in our forecasting, but also create better visualization capabilities. And so I think it's a big opportunity.

[Randy Stipes]

Like a lot of people don't know how to read the radars. Yes, I know how to read the radars. And everyone's like, I don't know how to look at that. Like I don't look at the forecast, I look at the radar or at 4.

[Weather Company Representative]

And a lot of people do that. I mean everyone consumes information differently.

[Randy Stipes]

Sure.

[Weather Company Representative]

But right now, knowing that we can get down to the zip code level, that's great. However, there can be a ton of variance in a given zip code. So our goal with Nvidia is it's doable is how we get down to really that 1km radius to get that precise, to get that granular, to give people greater confidence and think about the applications that has for marketers to be able, like if we can get the forecast down to that level, continue with our industry leading accuracy, I think that's what becomes really valuable for marketers.

[Randy Stipes]

Yeah, I think ultimate AI, you talk about the companion and the ultimate sidekick to your life and this plays such a perfect role. And in the world of AI and AI driven products, having this data point in terms of where you are, what the weather is now all of a sudden it impacts the clothes you're wearing you might want to buy or the activities that you plan and places you travel, what you eat and all these different things. And you could see very quickly how it unlocks it to be a layer in your decision making framework in a way where before is kind of compartmentalized. You went and checked the weather, then you did all these other things.

[Weather Company Representative]

That's right. Right, yeah. And I mean, listen, everyone of course is talking about AI. I mean someone should have started a drinking game here as we all be on our, on the floor. Yeah, but it's not new to us. In our business we've been using machine learning to in our forecasting.

[Randy Stipes]

Right.

[Weather Company Representative]

For decades. Like our meteorologists look at over a hundred different models when they're generating the forecast. There's no way that they could do that without the help of technology or specifically machine learning. Where we've expanded it is in Analyzing that forecast like we were talking about extracting the insights around the consumer behavior. Like the AI is what unlocks that richer understanding and more dimensions beyond. Oh, it's raining. You need to go get an umbrella. You don't need AI for that.

[Randy Stipes]

Right. So let's talk about the business model of the weather company. I believe you're part of IBM. Correct.

[Weather Company Representative]

So we were part of IBM. We were part of IBM for about seven years.

[Randy Stipes]

Okay.

[Weather Company Representative]

And our time with IBM was great. IBM was good to us on a lot of levels. Kind of going back to AI where AI is the new kid on the block for so many companies. AI really became part of our DNA when we were there. And a lot of great hygiene. I think that our time at IBM transformed us from a media company into a data and technology company. But about a year ago we separated. I like to say consciously uncoupling, if you will. Right. As IBM began to focus, their portfolio.

[Randy Stipes]

Spun out as on business, it spun out.

[Weather Company Representative]

So I like to say we're in our weather 3.0 ERA right now.

[Randy Stipes]

How does that change things for the business?

[Weather Company Representative]

It's unleashed us really.

[Randy Stipes]

Smaller, more nimble.

[Weather Company Representative]

Exactly. I mean again, great, great upbringing through IBM. We were a standalone business prior though. And so I feel like now we're a rocket ship. Like we needed to be unleashed so that we could run faster. So the trajectory is strong.

[Matt Britton]

We'll be right back with the speed.

[Randy Stipes]

Of culture after a few words from our sponsors.

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[Randy Stipes]

So what are the core business models of the company? We spoke about the app and the ad supported and paid version and I'm more curious to hear about the enterprise and how you're monetizing this incredible platform with the enterprise and where you're focused on here in 2025.

[Weather Company Representative]

Yeah. So we again thriving consumer business but from an enterprise standpoint it's all about the data and the insights. So how we are using that. We talked a little bit about aviation. So we have very strong foothold in the aviation.

[Randy Stipes]

Like an API. You have an API to tap into the data.

[Weather Company Representative]

Beyond even APIs we have products and services. I'll give you one example, something called pilot brief that pilots use in the cockpit to that helps inform them about turbulence and other weather parameters that impact our safety as passengers. I happen to know who are all of our airline partners are so I make sure that I fly on those airlines. In all seriousness, we do have a strong relationship with most global airlines. We also have long been in the media business and so we work with local broadcast affiliates across the country to supply them with a lot of the graphics packages and other data and services. So for people that haven't cut the cord if they're watching their local news affiliate, chances are we're working behind the scenes with them.

[Randy Stipes]

Interesting.

[Weather Company Representative]

And then really the emerging part of our business though is our intelligence platform. It's something that we call weatherengine. That is the vehicle that allows us to analyze all of the data. Yes, you can go ahead and you can access it through an API for marketers. We make that available via targeting. That's really where we're focused. It continues to be how we unlock the intelligence behind the forecast.

[Randy Stipes]

Fantastic and really fascinating business model because a lot of people just think about the weather on its surface and it's so much more than is it raining or not.

[Weather Company Representative]

I'll give you one more quick example. That's an emerging part of our business that we don't talk a lot about just because it's early phase but I personally find it fascinating is we're starting to talk with the defense industry as well when we think about the importance and the power of weather for our soldiers. Yeah, working with corporations and governments to give them real time weather to use in training simulations. So kind of training simulations going back to the visualization capabilities not only for consumers to look at a radar map, but how are we arming defense companies and governments with real time weather to better prepare people for when they're in the field to Date all of those simulation exercises, they use synthetic weather, they don't use real weather. And again, our weather is crazy right now. We need to be able to provide kind of those real time conditions to better prime people for being in combat for sure.

[Randy Stipes]

So, shifting gears, we wrap up here. You know, CES is always exciting because beginning of the year, new possibilities, new budgets, new everything. Where are you focus and how do you spend your time? Because we just went through so many different business models, consumer, enterprise, all these different applications. Where are you focused in driving the business forward, especially given this new autonomy that you have as a business.

[Weather Company Representative]

So with the technology that we have available, I feel like sky's the limit. Yeah, I think actually that it's a blessing and a curse because there's so many areas of possibility and potential growth really where our focus is. I'm going to sound like a broken record, but it's on the insights. Yeah. First, how are we bringing those insights to bear for consumers? So how are we making the app more personal people? How are we making it more intuitive? How are we making it stickier? How are we also ensuring that we're not only providing the weather to people who are on our properties, but how are we partnering with companies like TikTok, where we just launched a partnership, where it's in a beta right now, but in New Zealand and Australia and Canada, where knowing that so many people now are using social as basically their search engine.

[Randy Stipes]

Yeah.

[Weather Company Representative]

So if someone goes in and they type Auckland weather when they're in TikTok.

[Randy Stipes]

Right.

[Weather Company Representative]

We're providing that weather. So we're focused on also ensuring that we're providing weather to people where they are.

[Randy Stipes]

Yeah. Meet them where they are. Sure.

[Weather Company Representative]

Exactly. So what are those distribution partners? We're also a big area that I'm focused on and my team's focused on is how do we future proof our brand?

[Randy Stipes]

Yeah.

[Weather Company Representative]

So that's one example. But we have, you know, we have over 16 million followers across social. How are we creating a great organic experience for them there?

[Randy Stipes]

What type of content works like?

[Weather Company Representative]

Yeah, it's a great question. I'd say it's a mix. So first and foremost, it's probably no surprise. It's like it's this short, digestible, bite size content. We're not going to put up someone in front of a map giving you the weather report. You can get that a lot of places. But how are we doing the quick video hits? Videos prove to be really engaging. We're ensuring that we're creating the right style of content for Those platforms, a lot of polling things that are more interactive. We're also working with creators so that it's not just coming from our voice, but how are we working with creators and organically telling that story.

[Randy Stipes]

Yeah, yeah.

[Weather Company Representative]

Having them tell our story for us.

[Randy Stipes]

So the business seems like it's very entrepreneurial and fast moving, and I can tell that you have a passion and excitement for what you do, which is probably one of the reasons why you're so successful there.

[Weather Company Representative]

Well, I have. I have a good team.

[Randy Stipes]

I'm sure you do. What are some of the areas that you and your team are trying to hone your skills on and refine and optimize for in 2025, given the new world that we're continually living in every day?

[Weather Company Representative]

Oh, my gosh. How much time do we have? So I think, first of all, it's honing our skills, certainly to drive the business, but also I'm committed to. I want to just help cultivate the best talent possible, give them the option.

[Randy Stipes]

What does that look like?

[Weather Company Representative]

So it looks like a few things. First of all, I think starting with AI, a big thing that we're focused on is how are we using AI to not only drive efficiency in our work and drive productivity. I think it starts there, and that's probably where most of us are playing right now. But it's also experimenting with how can we use it to inspire creative. Still big stickler. And I think I will always remain a stickler that with the human brilliance that has to come in over the top. But we've created a sandbox environment not unique to marketing, but across the company that all functions can kind of experiment with bringing in external AI, our own AI tools. So I would say is the AI experimentation is the first thing that we're doing to upskill talent. Another thing that I think we're seeing is we talk about our premium version of our app, our subscription business. Big thing that we're focused on is not only we know how to get people into our funnel. I've gotten really good at acquisition, but it's the engagement and the retention and the upsell that I think is a different skill set. And we have that freemium model of bringing people in. And then another thing that we're really focused on beyond those kind of traditional marketing tactics is I firmly believe that our marketers have to be embedded with our product teams. Not only 100%, not only from an audience standpoint, again, and getting them into the funnel, but we should be working hand in hand to understand how they're engaging.

[Randy Stipes]

Yeah. New businesses and have unlocked new business opportunities. I was thinking as you were talking, and you guys probably are in this business, but people who have big backyards or sensors now, and those sensors can detect rain if it's raining, you don't need to use a sprinkler. And then you're not using as much water. Like, there's just so many different applications to help save you money and drive more efficient decision making, which probably all unlocks new business opportunities.

[Weather Company Representative]

Exactly.

[Randy Stipes]

Yeah.

[Weather Company Representative]

And I'm probably a bit biased. I started in product when I first started two decades ago at the company. I think that's one of the reasons I've stayed.

[Randy Stipes]

You never thought it would be doing all the things it is right now?

[Weather Company Representative]

No, it's a different business. And that's been part of the joy is helping having a seat at the table to help drive that transformation. And so I'm a big proponent of working cross functionally so that hopefully we're not only providing value, but vice versa. And last thing I would say to kind of round out the skills is that data, data, data. And certainly when I'm looking for new talent on the team, it doesn't necessarily have to be someone from a traditional marketing background. I want the data analysts on my team the same way that I want a great storyteller or creative.

[Randy Stipes]

So we, as you probably know, round out our podcast by asking our guests if there's a saying or mantra that comes to mind that guides their professional journey. So what comes to mind for you?

[Weather Company Representative]

Yeah.

[Randy Stipes]

And no weather analogies because that tippy too easy.

[Weather Company Representative]

Oh, no, I won't get that.

[Randy Stipes]

How you roll.

[Weather Company Representative]

I won't get that shit beyond you. The thing that immediately comes to mind and lots. I don't even know where the original quote comes from. I think it's been attributed to several people, is that if you don't stand for something, you will fall for anything.

[Randy Stipes]

Yeah.

[Weather Company Representative]

And while I think that we have to always have a growth mindset, I firmly believe, like, you've got to stick to your core values and your ideals and your beliefs and kind of never lose sight of what motivates you and of your value. That served me well.

[Randy Stipes]

Yeah. I mean, there's another saying like, be yourself. Everyone else has taken and so many times, especially younger people, people, it's easy for them to just try to compromise and try to fit in in a certain way. And then over time, you become part of the machine and you lose who you are and what makes you special and unique. And then you find yourself 10 years later be like, what am I doing here? I'm not happy. How did I end up here?

[Weather Company Representative]

Have that conviction. This was going to give you confidence.

[Randy Stipes]

Absolutely. And of course, to have conviction you need to have passion. You need to love what you do. I think it's so important.

[Weather Company Representative]

Yes. Couldn't agree more.

[Randy Stipes]

It's clear you do. So thank you so much for taking time out of your busy schedule here to see yes to join today. Yes, it's been a blast, fascinating business and obviously you've been very successful there and can't wait to see where you're going to take things next.

[Weather Company Representative]

Thanks for being a weather fan.

[Randy Stipes]

You got it. On behalf of Susan Iowa team, thanks again to the great Randy Stipe, CMO of the Weather Company for joining us today. Be sure to subscribe, rate and review the Speed of Culture podcast and your favorite podcast platform. Till next time. See you soon.

[Matt Britton]

Take care. The Speed of Culture is brought to you by Suzy as part of the Adweek Podcast Network and Agas Creator Network. You can listen subscribe to all Adweek's podcasts by visiting Adweek.com podcast to find out more about Susie, head to Suzy.com and make sure to search for the Speed of Culture in Apple Podcasts, Spotify or anywhere else podcasts are found. Click follow so you don't miss out on any future episodes. On behalf of the team here at Suzy, thanks for listening.

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