North Star Leaders: Positioning, Brand Strategy, and Leadership

What if sticking to your guns—not chasing the buzz—was the boldest, and most successful, strategy of all? In this episode of North Star Leaders, Lindsay talks with Doug Winter, CEO and co-founder of Seismic, the category-defining sales enablement platform. Doug shares what it takes to build something enduring in a world obsessed with fast wins—revealing why commitment, clarity, and consistency are...

Could a unicorn pillow or a spinning toy change the face of the tech industry? In this episode, Lindsay Pedersen talks with Debbie Sterling, founder and CEO of GoldieBlox, about how a simple idea to get more girls into engineering turned into a multimedia movement. Debbie shares the story behind building a brand that challenges gender stereotypes in toys, the decision to grow as a for-profit busin...

How can the way you treat your customers radically change your company's success? And, more importantly… What happens when customers become your partners, not just transactions? In this episode of North Star Leaders, Lindsay sits down with Colin Zima, CEO of Omni, to dive into what it takes to build a company where transparency, trust, and real partnerships drive everything. Colin shares his thoug...

What if your company’s culture is actually holding you back? Would you have the courage to change it — even if you were the one who built it? In this episode of North Star Leadership Podcast, Lindsay talks with Craig McLuckie - co-founder and CEO of Stacklok. They explore what it really means to lead — especially when it means rethinking your own assumptions. Craig brings a rare blend of technical...

Is complexity in your messaging keeping your business from scaling? Does it feel like your messages are getting lost? In this episode of North Star Leaders Podcast, Lindsay sits down with Heidi Bullock, CMO of Tealium, to explore the human psychology behind great marketing—and why simplification might just be the most underrated power move in business. From her beginnings in molecular biology to l...

How much do you really listen to those around you, and how much could you be missing? In this episode of North Star Leadership Podcast, Joe Levy joins Lindsay Pedersen and shares deep insights on leadership, the challenges of leading in a tech-driven world, and the underestimated power of simply listening. With years of experience navigating complex organizations and projects, Joe offers practical...

Are you wasting the power of your own laptop? For years, we've been conditioned to think that serious computing happens in the cloud while our local machines sit idle. But what if that’s outdated thinking? In this episode of the North Star Leadership Podcast, Jordan Tigani, CEO and co-founder of MotherDuck, joins Lindsay Pedersen and challenges conventional wisdom on cloud computing, marketing, an...

How do you maintain focus, resilience, and energy as a leader through the highs and lows of entrepreneurship? Tushar Garg, co-founder of Fly Homes, shares his leadership journey and insights on navigating challenges, trusting your instincts, and building daily habits for success. From handling "wartime" and "peacetime" mindsets to surrounding yourself with a strong team, Tushar provides actionable...

What if the biggest obstacle to innovation isn’t competition—but slow decision-making? Is slow decision making holding you back? In this episode of North Star Leadership, Lindsay Pedersen sits down with Jennifer Nuckles, Chairperson & CEO of R-Zero, to explore what it takes to lead across industries—from CPG to gaming, fintech, and health tech. Jennifer shares hard-won lessons on risk-taking, movi...

What if the key to long-term business success isn’t just about strategy or product—what if it's about the people you choose to surround yourself with? In this episode of the North Star Leaders Podcast, Lindsay Pedersen speaks with Lynn Baranowski, CEO of Avalyn Pharma, about leading a purpose-driven company in the biotech and pharma industry. Lynn shares her journey of navigating a complex industr...

What happens when marketing stops being just about transactions and becomes a true driver of brand loyalty and business growth? In this episode, Lindsay Pedersen dives into the world of marketing with Jessica Shapiro, CMO at LiveRamp, to uncover how businesses can create meaningful connections with customers while delivering measurable value. You’ll hear them discuss: The human side of marketing w...

How do you craft a story that resonates with both investors and customers? In this episode of North Star Leadership podcast, Erika Shaffer - a Director for Strategic Communication for Madrona Venture Group, shares her insights on the art of storytelling in business. She highlights the importance of tailoring the narrative for different audiences—investors versus customers—and the key role of authe...

What’s the one thing you do better than anyone else? And how can understanding this unique strength transform the way you work and lead? In this episode of North Star Leadership Podcast, Lindsay Pedersen sits down with Court Lorenzini, past CEO of Docusign, to explore the concept of “superpowers” and their critical role in personal and professional success. Court shares his journey of creating a f...

How do you create a brand that stands the test of time? In this episode of North Star Leaders, Lindsay Pedersen sits down with Cammie Dunaway, CMO of Duolingo and Yahoo, among other Hall of Fame companies, to discuss what it really takes to build a lasting brand. They dive into the key moments of Cammie’s career and the lessons she’s learned, from navigating career phases to understanding the crit...

What’s the secret to pitching a compelling business idea? In this episode of North Star Leaders, Lindsay Pedersen talks with Greg Gottesman, co-founder of Pioneer Square Labs (PSL), about the art of storytelling in startups, using AI to scale businesses, and the journey of transforming ideas into thriving companies. They also explore Greg's transition from venture capital to the startup world, sha...

What challenges do leaders face in fostering a culture of collaboration and accountability in today’s diverse workplace? In this episode, Lindsay Pedersen sits down with Maria Colacurcio, CEO of Syndio, to delve into the evolving dynamics of leadership and workplace culture. They explore Maria's insights on creating equitable workplaces and the vital role of transparency in leadership. They discus...

What does it take to lead a startup through rapid growth while maintaining innovation and cultural integrity? In this episode of North Star Leaders, Lindsay Pedersen interviews Aviel Ginzburg, Partner at Founders' Co-op and co-founder of Simply Measured, to uncover the unique challenges founders face as they scale their companies. They explore the balance between innovation, leadership, and securi...

What happens when creation meets purposeful leadership in a startup environment? In this engaging episode, Lindsay Pedersen interviews Todd Owens, CEO of Kevala, a healthcare scheduling software. They delve into the duality of leadership and management, discussing how purpose-driven leadership can generate economic value while fostering a positive workplace culture. Todd emphasizes the significanc...

What drives entrepreneurs to persist through the toughest challenges? Mike Fridgen, CEO of Madrona Venture Labs, joins Lindsay Pedersen on North Star Leaders Podcast to explore the dynamics of purpose-driven businesses and the importance of deeply connecting to the problem you're solving. They discuss how purpose fuels economic value, how mission-driven founders can navigate market shifts, and the...

What happens when the mission to empower with facts is paired with the challenge of reaching those who need it most? In this insightful podcast episode, Lindsay Pedersen interviews Poppy MacDonald, CEO of USA Facts, about the power of non-partisan data, navigating uncertainty, and maintaining work-life balance. Poppy highlights the importance of delivering clear, unbiased information to the public...

What happens when leaders are too afraid to take bold, polarizing actions? In this episode, Lindsay Pedersen interviews Dan Shapiro, CEO and author of Hot Seat, about the complexities of leadership, decision-making, and strategy in today’s business landscape. Dan delves into how leaders can balance decisiveness with inclusivity, why polarizing strategies often lead to better results, and how to em...

Jenny Xia Spradling is the co-CEO of Freewill, an online software company revolutionizing estate planning and charitable giving. With a background in math competitions, Jenny brings a unique perspective to the intersection of social impact and economic success. Under her leadership, Freewill has helped nearly one million Americans complete their estate planning and committed almost $10 billion to...

What happens when the intense focus on solving a specific problem is paired with a clear understanding of what not to do? In this thought-provoking podcast episode, Lindsay Pederson interviews Bill Richter, CEO of Qumulo, about the power of long-term thinking, customer partnerships, and the importance of focus in business. Bill emphasizes the value of creating enduring customer relationships by st...

What does it take for a venture capitalist to build a successful brand strategy that resonates with founders and investors alike? In this episode, host Lindsay Pedersen sits down with Kirby Winfield, the founding general partner at Ascend, to explore the importance of defining and embodying a brand identity in the world of venture capital. Kirby shares insights on the value of authenticity, proble...

Carole Offredo is the Chief Marketing Officer (CMO) at Dataiku, a leading end-to-end platform for everyday AI. With over eight years of experience in the tech industry, Carole is passionate about democratizing AI and empowering individuals to harness its potential. She has a strong belief in the power of collaboration and transparency, driving her to create impactful marketing strategies that alig...