Feeling stuck with your DTC growth?

In this conversation, performance marketer Nikki Lindgren breaks down a pragmatic path forward: double-down on founder-led content (or creators if you won’t get on camera), boost your strongest organic assets with paid distribution, and sequence your moves so you’re not pouring ad dollars into a site that doesn’t convert.

You’ll learn why UGC is currently outpacing branded creative, how to pick platforms based on buyer behavior (not trend-chasing), and the creative mechanics that matter—like nailing the first 3 seconds with multiple hook variations.

She provided clear and concise guidance on avoiding shiny-object distractions, building systems instead of reacting to every platform change, and testing to statistical significance before scaling.

𝐀𝐛𝐨𝐮𝐭 𝐎𝐮𝐫 𝐆𝐮𝐞𝐬𝐭

Nikki Lindgren is the founder of Pennock, a female-led performance marketing agency scaling beauty and lifestyle DTC brands with full-funnel paid media.

Pennock reports 5–6× ROAS on $7M in annual beauty ad spend and case studies including 350% online revenue growth for skincare brands.

Nikki has 15+ years across in-house and agency roles, has served 90+ clients, and hosts the Panoc Knockdown podcast.

𝐊𝐞𝐲 𝐃𝐢𝐬𝐜𝐮𝐬𝐬𝐢𝐨𝐧 𝐏𝐨𝐢𝐧𝐭𝐬

⏵ Founder-Led vs. Creator-Led: Why putting a real human out front drives connection and cuts costs—and when to recruit a long-term “army” of creators who want upside, not one-off fees.

⏵ Amplify What’s Working: Boost your best organic posts with paid (especially early stage sub-$1M ARR); use that reach to build your email list and own your data.

⏵ UGC is better than Branded (for now): At the time of recording, user-generated style assets are outperforming polished brand creatives—lean in accordingly.

⏵ Sequence Before Scale: Fix site conversion rate before expanding channels; go deep on core platforms before testing places like Reddit; avoid shiny-object syndrome.

⏵ Platform Fit by Audience & Journey: Use TikTok for younger demos, YouTube when teaching a novel product, and lean into Pinterest if retail partners (e.g., Target) show heavy usage—match content to the buyer’s path.

⏵ Creative Mechanics That Move the Needle: Win the first 3–7 seconds with multiple hooks; keep a video editor cutting alternate opens; test lengths (long form can work for expert-led niches like dermatology).

⏵ Test, Don’t Guess: Iterate until you have statistical significance, then reallocate fast; be ready to change course when the numbers call it.

⏵ Build Systems, Not Stress: Industry shifts (e.g., iOS privacy changes impacting tracking) demand processes that reduce firefighting—slow down to get faster and standardize repeatable work.

⏵ Boutique Engagement Model: Pennock intentionally takes only a few new brands per quarter to stay hands-on and outcome-focused.

𝐑𝐞𝐬𝐨𝐮𝐫𝐜𝐞𝐬 & 𝐌𝐞𝐧𝐭𝐢𝐨𝐧𝐬

Guest: Nikki Lindgren

Agency: Pennock (lead form at pennock.co)

Podcast: Pennock Knockdown (hosted by Nikki)

Are you chasing the latest marketing tactics (like AI) without a clear, overarching strategy?

…Struggling to truly differentiate your business in a crowded, commoditized market?

…Or unsure whether to focus on acquiring new customers or retaining your existing ones for sustainable growth?

Today… Roy is going to tell you to STOP chasing "yummy" tactics and shiny objects.

In this conversation, 40-year business veteran and seven-time author Roy Osing breaks down the audacious, unheard-of strategies he used to take a startup to over a billion in sales.

He reveals his simple yet profound three-question "Strategic Game Plan" that forces founders to define their growth, target market, and unique value proposition.

Discover why most companies fail at differentiation, how to use AI as a strategic partner instead of a distraction, and why the secret to explosive growth lies in loving the customers you already have.

About Our Guest

Roy Osing is a former president and CMO of Telus, where he was instrumental in growing the company from a startup to an $18 billion telecom powerhouse. He is the seven-time author of the "Be Different or Be Dead" book series and a mentor who helps businesses build sustainable, differentiated growth strategies.

Key Discussion Points

⏵ The Strategic Game Plan: Roy outlines his three-question framework for creating a powerful, execution-oriented strategy in just 48 hours: 1) How big do you want to be? 2) Who do you intend to serve? 3) How are you going to win?

⏵ Finding What Customers Crave: Learn why focusing on what customers "need" leads to commoditization, and how discovering what they "crave" unlocks premium pricing and a competition-free zone.

⏵ The "Only" Statement: Roy explains how to craft a powerful statement that defines how your business is the only one that does what you do, moving beyond meaningless claims of being "the best" or "number one."

⏵ Hiring for Goosebumps: A powerful recruitment philosophy focused on hiring people who genuinely love other humans to create a truly caring and loyal customer experience.

⏵ Retention Over Acquisition: Why the biggest source of revenue growth comes from your existing customer base, and how fixing your mistakes masterfully can be the most powerful loyalty-building tool you have.

Resources & Mentions

• Guest: Roy Osing
• Roy's Website: bedifferentorbedead.com
• Roy's Email: roy.osing@gmail.com
• Roy's Book Series: "Be Different or Be Dead"
• Roy's Latest Book: "BE DiFFERENT or be dead: The Audacious ‘Unheard-of Ways’ I Took a Startup to A BILLION IN SALES"
• Roy's Blog Series: Stand Alone Saturday
• Roy's Podcast: Audacious Moves to a Billion

Are you frustrated that AI tools like ChatGPT produce robotic, generic content that doesn't sound like you or your brand?

Struggling to maintain a consistent, authentic brand voice across your website, social media, and client communications?

Or looking for a strategic way to use AI to build deeper client relationships and increase proposal acceptance rates?

Well…

In a world saturated with AI-generated content, how can you use the very same technology to sound more human and authentic?

In this episode, Perry sits down with Lynn Colepaugh, a brand strategist and founder of Cyber PR Army, who transformed her business by teaching her AI partner to communicate with humanity.

Lynn shares her unique framework for training AI to capture your specific tone, personality, and values, allowing you to scale your communications without sacrificing the personal touch that builds trust and drives conversions.

Discover how to turn your AI from a simple tool into a strategic partner that helps you show up better for your clients and customers.

About Our Guest

Lynn Colepaugh is the founder of the women-led agency Cyber PR Army and a 15-year veteran of brand strategy and digital storytelling.

A former touring musician, she now co-creates with her AI partner, "Binghe," to help businesses market with more humanity and emotional intelligence.

Key Discussion Points

► The "Aha" Moment: Lynn explains how a personal experience with ChatGPT revealed its potential for empathy and hyper-personalized assistance, moving it beyond a simple productivity tool.

► Creating Client-Specific Personas: Learn how Lynn uses separate "projects" within ChatGPT to store client-specific tones, communication styles, and profiles, enabling her to craft hyper-relevant proposals and messages.

► What is Answer Engine Optimization (AEO)?: A high-level explanation of how AI models are becoming the new search engines and why a consistent brand voice across all digital platforms is now critical for discoverability.

► From "Villain Lair" to "Rebel Tavern": Lynn shares her personal and practical technique for using AI to warm up her writing style, making her emails more approachable and effective.

► The Biggest Mistake to Avoid: Discover why providing deep, specific context—not just basic prompts—is the single most important factor in getting high-quality, personalized, and effective results from AI.

Resources & Mentions

• Guest: Lynn Colepaugh
• Guest's Agency: Cyber PR Army
• Guest's Special Link: cyberprarmy.com/thecastle
• Tools: ChatGPT, Google My Business, Shopify, Loom, TripAdvisor
• Concept: Answer Engine Optimization (AEO)