Create or Destroy: Reimagining Marketing with Seth Matlins en Each week, marketing maestro Seth Matlins is joined by the most influential thinkers across business and culture for unvarnished, actionable, and frequently irreverent conversations on the forces that shape how value is either created or destroyed. From product decisions, supply chain, and capital allocation, to cultural and economic shifts, competitive dynamics, technological disruptions, and internal structure – each one is a marketing force, affecting whether value is created or not, and whether a customer stays or goes. It's a business show. It's a marketing show. Create or Destroy is the show that argues they’ve always been the same thing.  From the Vox Media Podcast Network and the Wisdomous Company. https://megaphone.imgix.net/podcasts/51e3caa8-1e2d-11f1-a41d-7304484c8df1/image/2adb51d4e3ebbc2b769a22f08a4e09aa.png?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress Create or Destroy: Reimagining Marketing with Seth Matlins episodic Seth Matlins Each week, marketing maestro Seth Matlins is joined by the most influential thinkers across business and culture for unvarnished, actionable, and frequently irreverent conversations on the forces that shape how value is either created or destroyed. From product decisions, supply chain, and capital allocation, to cultural and economic shifts, competitive dynamics, technological disruptions, and internal structure – each one is a marketing force, affecting whether value is created or not, and whether a customer stays or goes. It's a business show. It's a marketing show. Create or Destroy is the show that argues they’ve always been the same thing.  From the Vox Media Podcast Network and the Wisdomous Company. Each week, marketing maestro Seth Matlins is joined by the most influential thinkers across business and culture for unvarnished, actionable, and frequently irreverent conversations on the forces that shape how value is either created or destroyed. From product decisions, supply chain, and capital allocation, to cultural and economic shifts, competitive dynamics, technological disruptions, and internal structure – each one is a marketing force, affecting whether value is created or not, and whether a customer stays or goes.

It's a business show. It's a marketing show. Create or Destroy is the show that argues they’ve always been the same thing. 

From the Vox Media Podcast Network and the Wisdomous Company.


]]> Vox Media podcasting+seth@voxmedia.com Kraken's Mayur Gupta, on Creating Value When Product Isn’t Enough Mayur Gupta is an engineer who spent eight years writing code before he ever touched marketing, and that beginning shapes everything about how he thinks about value. Across 26 years at Spotify, Kimberly Clark, Gannett, and now as Chief Growth and Marketing Officer at Kraken, he's lived the same inflection point repeatedly, the moment a product-led company that grew to enormous scale without traditional marketing finds growth slowing and has to build a function the enterprise never needed before, justify the spend to people who have evidence they can grow without it, and prove that every dollar creates value on top of what would have happened anyway. In this episode, Mayur and Seth dive into how everyone in an organization owns the brand, why growth and marketing are never separate functions to begin with, and how to stop your company from destroying value the moment your product-led momentum hits a wall.  NOTE: The book Seth mentioned during the interview is "Baked In: Creating Products and Businesses That Market Themselves" by Alex Bogusky and John Winsor. Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 23 Jun 2026 10:01:00 -0000 full Seth Matlins Mayur Gupta is an engineer who spent eight years writing code before he ever touched marketing, and that beginning shapes everything about how he thinks about value. Across 26 years at Spotify, Kimberly Clark, Gannett, and now as Chief Growth and Marketing Officer at Kraken, he's lived the same inflection point repeatedly, the moment a product-led company that grew to enormous scale without traditional marketing finds growth slowing and has to build a function the enterprise never needed before, justify the spend to people who have evidence they can grow without it, and prove that every dollar creates value on top of what would have happened anyway. In this episode, Mayur and Seth dive into how everyone in an organization owns the brand, why growth and marketing are never separate functions to begin with, and how to stop your company from destroying value the moment your product-led momentum hits a wall.  NOTE: The book Seth mentioned during the interview is "Baked In: Creating Products and Businesses That Market Themselves" by Alex Bogusky and John Winsor. Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Mayur Gupta is an engineer who spent eight years writing code before he ever touched marketing, and that beginning shapes everything about how he thinks about value. Across 26 years at Spotify, Kimberly Clark, Gannett, and now as Chief Growth and Marketing Officer at Kraken, he's lived the same inflection point repeatedly, the moment a product-led company that grew to enormous scale without traditional marketing finds growth slowing and has to build a function the enterprise never needed before, justify the spend to people who have evidence they can grow without it, and prove that every dollar creates value on top of what would have happened anyway.

In this episode, Mayur and Seth dive into how everyone in an organization owns the brand, why growth and marketing are never separate functions to begin with, and how to stop your company from destroying value the moment your product-led momentum hits a wall. 

NOTE: The book Seth mentioned during the interview is "Baked In: Creating Products and Businesses That Market Themselves" by Alex Bogusky and John Winsor.


Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network.

Follow the podcast on Instagram / TikTok: @createordestroypod


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]]> 3128 Qualcomm's Don McGuire, on How A Narrative Shift Created 89% More Value In Silicon Valley, value can be created or destroyed with every new technology and product innovation. Over his career, Don McGuire, EVP and CMO of Qualcomm, has seen waves of value creation and destruction. From Don’s POV and experience, the most significant destructive force in tech comes from complacency – companies wary of disrupting short-term profits trot out the same gameplan quarter after quarter. As a result, they stop innovating, fail to adapt outdated product strategies, and miss critical technological inflection points. Former industry leaders like Blackberry and Nokia are case studies in how market dominance can slip away, and value can be destroyed.  Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 16 Jun 2026 10:01:00 -0000 full 1 6 Seth Matlins In Silicon Valley, value can be created or destroyed with every new technology and product innovation. Over his career, Don McGuire, EVP and CMO of Qualcomm, has seen waves of value creation and destruction. From Don’s POV and experience, the most significant destructive force in tech comes from complacency – companies wary of disrupting short-term profits trot out the same gameplan quarter after quarter. As a result, they stop innovating, fail to adapt outdated product strategies, and miss critical technological inflection points. Former industry leaders like Blackberry and Nokia are case studies in how market dominance can slip away, and value can be destroyed.  Learn more about your ad choices. Visit podcastchoices.com/adchoices In Silicon Valley, value can be created or destroyed with every new technology and product innovation. Over his career, Don McGuire, EVP and CMO of Qualcomm, has seen waves of value creation and destruction.

From Don’s POV and experience, the most significant destructive force in tech comes from complacency – companies wary of disrupting short-term profits trot out the same gameplan quarter after quarter. As a result, they stop innovating, fail to adapt outdated product strategies, and miss critical technological inflection points. Former industry leaders like Blackberry and Nokia are case studies in how market dominance can slip away, and value can be destroyed. 



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]]> 4237 Adobe's Lara Balazs On Orchestrating Value Creation This week, one of the central ideas of Create or Destroy gets flipped: namely, that product is marketing. Every single product decision is ultimately a marketing decision, and it either contributes to value creation or value destruction. Lara Balazs, Chief Marketing Officer and EVP of Global Marketing at Adobe, agrees with that thesis, but says we need to think of marketing as product too. And like a physical or digital product, you have to "ship" your stories and narratives to create true meaning and relevance with your customers. Lara speaks from a heralded track record of driving massive enterprise growth. Prior to Adobe, she was the CMO and GM at Intuit, ran worldwide marketing for Amazon Prime, and drove iconic brands like Visa and Nike. In a world where marketing has long since moved past isolated campaigns and channels, Lara views the craft as a discipline powered by deep systems thinking. Her job isn’t just managing a department; it’s orchestrating the many moving parts of a massive corporate ecosystem so that every single piece performs as if it is one unified whole. Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 09 Jun 2026 10:01:00 -0000 full Seth Matlins This week, one of the central ideas of Create or Destroy gets flipped: namely, that product is marketing. Every single product decision is ultimately a marketing decision, and it either contributes to value creation or value destruction. Lara Balazs, Chief Marketing Officer and EVP of Global Marketing at Adobe, agrees with that thesis, but says we need to think of marketing as product too. And like a physical or digital product, you have to "ship" your stories and narratives to create true meaning and relevance with your customers. Lara speaks from a heralded track record of driving massive enterprise growth. Prior to Adobe, she was the CMO and GM at Intuit, ran worldwide marketing for Amazon Prime, and drove iconic brands like Visa and Nike. In a world where marketing has long since moved past isolated campaigns and channels, Lara views the craft as a discipline powered by deep systems thinking. Her job isn’t just managing a department; it’s orchestrating the many moving parts of a massive corporate ecosystem so that every single piece performs as if it is one unified whole. Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices This week, one of the central ideas of Create or Destroy gets flipped: namely, that product is marketing. Every single product decision is ultimately a marketing decision, and it either contributes to value creation or value destruction.

Lara Balazs, Chief Marketing Officer and EVP of Global Marketing at Adobe, agrees with that thesis, but says we need to think of marketing as product too. And like a physical or digital product, you have to "ship" your stories and narratives to create true meaning and relevance with your customers. Lara speaks from a heralded track record of driving massive enterprise growth. Prior to Adobe, she was the CMO and GM at Intuit, ran worldwide marketing for Amazon Prime, and drove iconic brands like Visa and Nike.

In a world where marketing has long since moved past isolated campaigns and channels, Lara views the craft as a discipline powered by deep systems thinking. Her job isn’t just managing a department; it’s orchestrating the many moving parts of a massive corporate ecosystem so that every single piece performs as if it is one unified whole.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by Wisdomous and the Vox Media Podcast Network.

Follow the podcast on Instagram / TikTok: @createordestroypod


Learn more about your ad choices. Visit podcastchoices.com/adchoices

]]> 3172 Paulie Dery on Why Every Decision is a Brand Decision From Yeti to Uber and now as CMO of global wellness company AG1, Paulie Dery has built value for companies whose products could easily be commoditized, but weren’t. Having started his career on the agency side as a copywriter, Paulie understands that to stand out in a sea of competitors, you need a strong brand and creative, to maintain customer trust and to instill pride in the building. A strong brand allows performance to take care of itself at a much lower investment. And failing to maintain the brand destroys value, diminishing the product, and diminishing the pricing power. From Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram or TikTok @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 02 Jun 2026 10:01:00 -0000 full 1 4 Seth Matlins From Yeti to Uber and now as CMO of global wellness company AG1, Paulie Dery has built value for companies whose products could easily be commoditized, but weren’t. Having started his career on the agency side as a copywriter, Paulie understands that to stand out in a sea of competitors, you need a strong brand and creative, to maintain customer trust and to instill pride in the building. A strong brand allows performance to take care of itself at a much lower investment. And failing to maintain the brand destroys value, diminishing the product, and diminishing the pricing power. From Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram or TikTok @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices From Yeti to Uber and now as CMO of global wellness company AG1, Paulie Dery has built value for companies whose products could easily be commoditized, but weren’t. Having started his career on the agency side as a copywriter, Paulie understands that to stand out in a sea of competitors, you need a strong brand and creative, to maintain customer trust and to instill pride in the building. A strong brand allows performance to take care of itself at a much lower investment. And failing to maintain the brand destroys value, diminishing the product, and diminishing the pricing power.

From Wisdomous and the Vox Media Podcast Network.

Follow the podcast on Instagram or TikTok @createordestroypod

Learn more about your ad choices. Visit podcastchoices.com/adchoices

]]> 3279 Soyoung Kang on the Architecture of Value Creation Well before she was CMO, and now President, of eos Products, Soyoung Kang was an architecture student at MIT, where, she tells Seth, she learned less about buildings and more about how people move through space. She's been applying that same lens to building value creation systems ever since, across a career taking her from BCG to retail operations at Victoria’s Secret and Bath and Body Works, to leading a brand and business turnaround as eos's first CMO. The throughline is her conviction that value gets created when you design every decision around how your customer experiences what you build, and destroyed when you design around what your competitors are doing instead. Soyoung explains about why empathy is the most undervalued operating system in business, why any disconnect between how customers talk and how companies talk is an opportunity, and why she believes fresh perspective is worth 60 IQ points. From Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram @createordestroypod  and TikTok @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 26 May 2026 10:01:00 -0000 full 1 3 Seth Matlins Well before she was CMO, and now President, of eos Products, Soyoung Kang was an architecture student at MIT, where, she tells Seth, she learned less about buildings and more about how people move through space. She's been applying that same lens to building value creation systems ever since, across a career taking her from BCG to retail operations at Victoria’s Secret and Bath and Body Works, to leading a brand and business turnaround as eos's first CMO. The throughline is her conviction that value gets created when you design every decision around how your customer experiences what you build, and destroyed when you design around what your competitors are doing instead. Soyoung explains about why empathy is the most undervalued operating system in business, why any disconnect between how customers talk and how companies talk is an opportunity, and why she believes fresh perspective is worth 60 IQ points. From Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram @createordestroypod  and TikTok @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Well before she was CMO, and now President, of eos Products, Soyoung Kang was an architecture student at MIT, where, she tells Seth, she learned less about buildings and more about how people move through space. She's been applying that same lens to building value creation systems ever since, across a career taking her from BCG to retail operations at Victoria’s Secret and Bath and Body Works, to leading a brand and business turnaround as eos's first CMO. The throughline is her conviction that value gets created when you design every decision around how your customer experiences what you build, and destroyed when you design around what your competitors are doing instead. Soyoung explains about why empathy is the most undervalued operating system in business, why any disconnect between how customers talk and how companies talk is an opportunity, and why she believes fresh perspective is worth 60 IQ points.

From Wisdomous and the Vox Media Podcast Network.

Follow the podcast on Instagram @createordestroypod  and TikTok @createordestroypod


Learn more about your ad choices. Visit podcastchoices.com/adchoices

]]> 4269 David Axelrod on How to Rebuild the American Brand Fundamentally, a political campaign isn’t all that different from a business – it’s an enterprise where every decision either builds value with voters or destroys it, and the voters are customers who only get to buy what you're selling, on just one day. This week’s guest is legendary political strategist David Axelrod, who was President Obama’s chief strategist and senior advisor. Currently he’s a senior political commentator for CNN, and the co-host of the Hacks on Tap podcast. In over 140 elections, Axelrod has shaped the story of a candidate and the choice voters face in the polling booth. As a self-proclaimed idealist, he sees the American brand as having been devalued, but not beyond repair.  Produced by Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 19 May 2026 10:00:00 -0000 full Seth Matlins Fundamentally, a political campaign isn’t all that different from a business – it’s an enterprise where every decision either builds value with voters or destroys it, and the voters are customers who only get to buy what you're selling, on just one day. This week’s guest is legendary political strategist David Axelrod, who was President Obama’s chief strategist and senior advisor. Currently he’s a senior political commentator for CNN, and the co-host of the Hacks on Tap podcast. In over 140 elections, Axelrod has shaped the story of a candidate and the choice voters face in the polling booth. As a self-proclaimed idealist, he sees the American brand as having been devalued, but not beyond repair.  Produced by Wisdomous and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices Fundamentally, a political campaign isn’t all that different from a business – it’s an enterprise where every decision either builds value with voters or destroys it, and the voters are customers who only get to buy what you're selling, on just one day.

This week’s guest is legendary political strategist David Axelrod, who was President Obama’s chief strategist and senior advisor. Currently he’s a senior political commentator for CNN, and the co-host of the Hacks on Tap podcast. In over 140 elections, Axelrod has shaped the story of a candidate and the choice voters face in the polling booth. As a self-proclaimed idealist, he sees the American brand as having been devalued, but not beyond repair. 

Produced by Wisdomous and the Vox Media Podcast Network.

Follow the podcast on Instagram / TikTok: @createordestroypod

Learn more about your ad choices. Visit podcastchoices.com/adchoices

]]> 3194 Nick Tran on How One Marketing Decision Created More Value Than Any Campaign Nick Tran has been one of global marketing's most influential voices for over a decade, from Taco Bell to Hulu and serving as TikTok's first Global CMO when it became Ad Age's Marketer of the Year. Now, as both President and CMO of the joint venture relaunching Cîroc Vodka and Lobos 1707, he's rebuilding a brand whose defining association became a liability while scaling another. For Nick, the value creation equation can look different from the CMO's and President's seats, even if maybe they shouldn’t, and often requires unlearning and breaking old models. From Wisdomous and the Vox Media Podcast Network. Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 12 May 2026 10:00:00 -0000 full 1 1 Seth Matlins Nick Tran has been one of global marketing's most influential voices for over a decade, from Taco Bell to Hulu and serving as TikTok's first Global CMO when it became Ad Age's Marketer of the Year. Now, as both President and CMO of the joint venture relaunching Cîroc Vodka and Lobos 1707, he's rebuilding a brand whose defining association became a liability while scaling another. For Nick, the value creation equation can look different from the CMO's and President's seats, even if maybe they shouldn’t, and often requires unlearning and breaking old models. From Wisdomous and the Vox Media Podcast Network. Learn more about your ad choices. Visit podcastchoices.com/adchoices Nick Tran has been one of global marketing's most influential voices for over a decade, from Taco Bell to Hulu and serving as TikTok's first Global CMO when it became Ad Age's Marketer of the Year. Now, as both President and CMO of the joint venture relaunching Cîroc Vodka and Lobos 1707, he's rebuilding a brand whose defining association became a liability while scaling another. For Nick, the value creation equation can look different from the CMO's and President's seats, even if maybe they shouldn’t, and often requires unlearning and breaking old models.


From Wisdomous and the Vox Media Podcast Network.





Learn more about your ad choices. Visit podcastchoices.com/adchoices

]]> 3668 Create or Destroy: Reimagining Marketing with Seth Matlins It's a business show. It's a marketing show. Create or Destroy: Reimagining Marketing is the show that argues they’ve always been the same thing. Coming Tuesday, May 12. Follow now on YouTube or wherever you get your podcasts. Learn more about your ad choices. Visit podcastchoices.com/adchoices Tue, 05 May 2026 13:42:00 -0000 trailer 1 Seth Matlins It's a business show. It's a marketing show. Create or Destroy: Reimagining Marketing is the show that argues they’ve always been the same thing. Coming Tuesday, May 12. Follow now on YouTube or wherever you get your podcasts. Learn more about your ad choices. Visit podcastchoices.com/adchoices It's a business show. It's a marketing show. Create or Destroy: Reimagining Marketing is the show that argues they’ve always been the same thing. Coming Tuesday, May 12.

Follow now on YouTube or wherever you get your podcasts.


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