Episode #72. How Entrepreneurial Businesses Can Harvest The Science of Meaning: Semiotics, Emotion, and Customer Value With Duncan Berry

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Why do customers choose one offering over another—often in a split second? In this episode of The Value Creators Podcast, Hunter Hastings talks with Duncan Berry, PhD, a consultant to leading brands at the intersection of semiotics, psychology, and neurology. Duncan explains how value is meaning from the customer’s point of view, why most behavior is pre-conscious and emotional, and how entrepreneurs can design signals, experiences, and narratives that align with what people actually feel and do.

Key insights include:

  • Value = meaning: Start from the customer’s lived experience, not the firm’s internal value chain.
  • Emotion and speed: People form judgments in tens of milliseconds; design must communicate instantly.
  • Signals & archetypes: Semiotics and association help brands encode meaning customers recognize fast.

This conversation reframes value creation as a human science: understand meaning, design signals, and earn the right to your customer’s next choice.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Learn more about Applied Iconology

Connect with Duncan Berry on LinkedIn

Connect with Hunter Hastings on LinkedIn

Subscribe to The Value Creators on Substack

Knowledge Capsule

1. Value Is Meaning (when it is viewed through the lens of Austrian economics)

  • Value doesn’t reside in the object; customers bring meaning to it.
  • Entrepreneurs discover that meaning through exchange and experience.
  • Start with the customer’s perspective, not internal metrics.

2. From Value Chain to Customer Bullseye

  • Traditional value creation models taught in business school (like Michael Porter’s 5 Forces model) pursue a linear process in the wrong direction – from the inside of the company to the outside..
  • The correct direction is to work backwards from the customer to uncover what they truly prize.
  • Treat internal processes as means, not ends.

3. Emotion Drives Choice

  • Much consumer behavior is habitual and pre-conscious.
  • Emotional states shape attention, preference, and loyalty.
  • Blend qualitative + quantitative tools to surface emotions that matter.

4. Bandwidth & Filtering

  • The nervous system processes millions of bits per second; all but a tiny fraction of them are filtered out and never register in a customer’s consciousness.
  • Attention is scarce; perception is heavily pre-conscious.
  • Design for fast, intuitive appraisal, not rational analysis.

5. First Impressions in ~50 ms

  • People form website/app reactions in tens of milliseconds.
  • Color, typography, layout, and affordances carry instant meaning.
  • Consistency turns quick impressions into trust.

6. Semiotics Beyond Logos

  • Semiotics = how signs and symbols convey meaning.
  • Markets are signal systems; customers interpret patterns, not parts.
  • Map the signals your category encodes (and where you fit).

7. Category Cues

  • Packaging, labels, and form factors imply attributes (e.g., “healthy”).
  • Misaligned cues create friction or rejection.
  • Align design language with the meanings your audience expects.

8. Associative > Persuasive (Often)

  • Associative networks can outperform direct persuasion.
  • Build webs of related cues that guide perception holistically.
  • Over time, associations become a moat for your brand.

9. Archetypes Compress Complexity

  • Archetypes are dense packets of meaning humans intuitively grasp.
  • Use them to organize story, design, and messaging coherently.
  • Avoid clichés—choose archetypes that fit your promise.

10. Design as Valuation Engine

  • IConsumers are constantly evaluating – as an experience, not a computation..
  • Design orchestrates the sensorium (sight, sound, touch) to create value.
  • Efficiency matters, but experience moves the needle.

11. What AI Can’t (Yet) Feel

  • AI models patterns but lacks embodied, sensory experience.
  • Human perception shifts with context; static models lag.
  • Advantage: entrepreneurs can notice subtle gradations and adapt.

12. Experiment with a Hypothesis

  • A/B tests help—when tied to a value hypothesis.
  • Avoid “spray & pray”; let judgment and neuroscience inform tests.
  • Iterate toward finer distinctions customers actually care about.

The Value Creators Podcast Episode #70. Will Today’s Students Redefine Entrepreneurship? AI, Agency, and New Roles: A Conversation With Raushan Gross

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AI is now at the leading edge of value creation, where creativity, innovation and new business thinking will exercise great leverage. Entrepreneurs – and especially young entrepreneurs unburdened with the baggage of old business models – will lead the value creation revolution. 

Dr. Raushan Gross is a professor, author, and expert in AI, in business systems, and in entrepreneurship, all of which he is teaching to students in preparing them to enter a rapidly evolving marketplace. With Hunter Hastings, he explores how AI can empower these young entrepreneurs, and why agency—not technology—is the driver of progress, especially for new startups and small businesses who embrace technology and automation without losing their human advantage.

Dr. Gross shares how entrepreneurial thinking must evolve in a world of predictive algorithms, and how leaders can build businesses that remain adaptive, authentic, and focused on value creation.

Key insights include:

  • Why entrepreneurs must focus on agency over automation—and how to stay proactive in a reactive world.
  • How small businesses can leverage AI as a strategic collaborator, not just a productivity tool.
  • Why the new economic advantage isn’t size, but speed, flexibility, and intentionality.

If you want to lead with clarity in an AI-enabled world, this episode offers the mindset shift and tools to help you do it.

Resources:

Raushan Gross AI Articles Archive

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Connect with Hunter Hastings on LinkedIn

Subscribe to The Value Creators on Substack

Knowledge Capsule

1. Agency Is the Core Entrepreneurial Advantage

  • Professor Gross’s message to entrepreneurs: Don’t  fear AI—focus on preserving and expanding your own agency.
  • Agency means the power to choose, to act, and to innovate intentionally.
  • Automation can be powerful only when paired with human direction.

2. Technology Is a Tool—Not a Replacement for Thought

  • Entrepreneurs must view AI as a collaborator, not a substitute.
  • Critical thinking and vision remain irreplaceable assets.
  • Tools should enhance decision-making, not dictate it.

3. The New Edge Is Speed, Adaptation, and Flexibility

  • Large enterprises move slowly; entrepreneurs can learn and pivot faster – it’s the ultimate advantage.
  • Small businesses that adopt AI intentionally gain a competitive edge.
  • Advantage now lies in responsiveness, not scale.

4. Predictive Systems Can Reinforce Old Biases

  • AI tools trained on outdated data may replicate legacy thinking.
  • Entrepreneurs must challenge assumptions, not automate them.
  • Intentional input leads to more valuable outcomes.

5. Entrepreneurship Requires Systems Thinking

  • Business owners must think in systems, not isolated tasks.
  • AI can help visualize and improve those systems.
  • Strategic automation happens at the systems level.

6. AI Literacy Will Define Future Business Success

  • Entrepreneurs need fluency in AI to use it responsibly. Fluency comes from experience: practice, practice, practice.
  • Literacy includes knowing limitations, risks, and opportunities.
  • This doesn’t require coding—just clear conceptual understanding.

7. AI Can Unlock New Levels of Customer Insight

  • Data-driven tools can help anticipate needs and personalize service.
  • But value comes from how entrepreneurs apply the insight.
  • Empathy + analytics = human-centered advantage.

8. Intentionality Beats Automation

  • Blind automation creates detachment and risk.
  • Entrepreneurs should deploy AI with clear objectives and constraints.
  • Design determines whether AI empowers or alienates.

9. Decision-Making Remains a Human Function

  • AI assists, but it doesn’t replace context, judgment, or nuance.
  • Leaders must remain accountable for the choices made.
  • The ultimate value creator is the human who wields the tool.

10. Entrepreneurial Education Must Evolve

  • Current business education is rigidly based on old models that have been superseded.
  • New teaching frameworks must incorporate digital fluency and ethics.
  • Future entrepreneurs will need systems awareness and AI navigation skills.
  • Learning must combine theory, tools, and lived experimentation.

11. AI Will Not Equalize—It Will Amplify Differences

  • Businesses that use AI strategically will accelerate.
  • Those who ignore it risk falling behind.
  • The gap will widen between the adaptive and the passive.

12. Value Creation Is Still the Ultimate Goal

  • Regardless of tools or trends, entrepreneurs exist to create value.
  • AI is only useful to the extent that it enables better outcomes.
  • The human intention behind the tool is what matters most.

The Value Creators Podcast Episode #69. AI, Trust, and the Return to Human-Centered Marketing: A New Marketing Framework with Bryan Phelps

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Many businesses and business functions are grappling with the question of the role of AI in future value creation, none more so than marketing agencies and the marketing function in business. Bryan Phelps is CEO of the marketing agency Big Leap, actively navigating this challenge every day. Bryan shares how his team developed a clear AI policy to guide innovation—and why humans must remain at the center of creativity, decision-making, and brand expression.

This episode is a practical and forward-thinking look at how businesses can build trust, scale responsibly, and stay human in the age of algorithms.

Key insights include:

  • Why your AI strategy should start with a policy—and how to align teams with clear principles.
  • How to preserve brand essence and emotional connection while integrating AI into marketing.
  • Why trust and empathy are the new growth engines—and how to lead with values, not just data.

If you’re building a brand in the age of AI, this conversation will help you navigate the future with clarity, integrity, and confidence.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Learn more about Big Leap

Connect with Bryan Phelps on LinkedIn

Bryan’s Newsletter

Connect with Hunter Hastings on LinkedIn

Subscribe to The Value Creators on Substack

Knowledge Capsule

1. Don’t let AI replace or eclipse Human Creativity

  • Big Leap’s first principle is keeping humans at the center of marketing strategy.
  • AI tools support ideation, but don’t originate brand essence.
  • The best outcomes emerge from human-AI collaboration.

2. The best way to navigate the AI challenge is to start with Policy, not with Technology

  • Big Leap created a 9-point policy before deploying AI tools.
  • A clear framework builds internal confidence and external trust.
  • Policy drives alignment across teams and clients.

3. Responsible Design Demands Human Oversight

  • AI can generate inaccurate or misleading – or just not very good – outputs.
  • Users must verify quotes, facts, and context, and provide critique.
  • Responsibility is shared between tool and operator.

4. Brand Essence Must Be Protected

  • AI should enhance—not dilute—core brand identity. Does it truly understand?
  • Bryan suggests building a “brand avatar” that holds the brand’s soul.
  • Human input can train AI on voice, tone, and values.

5. Experimentation Fuels Innovation

  • Big Leap runs dozens of simultaneous experiments, without assuming the right answers in advance.
  • Testing helps discover new formats, messages, and channels.
  • Speed of iteration becomes a competitive edge.

6. SEO Is Evolving, not Static. But it’s still SEO.

  • Traditional keyword search is shifting toward knowledge exploration.
  • Brands must optimize for questions, not just clicks.
  • Bryan emphasizes helpfulness over hacking the algorithm.

7. Trust Is the Foundation of Modern Marketing

  • Metrics like engagement – a mechanical idea – must be reframed as emotional outcomes.
  • Marketing returns to its roots: relationships, trust, value.
  • AI helps, but human touch builds brand love.

8. Big Companies Must Embrace “Venture Mode”

  • Startups iterate fast—enterprises must learn to do the same.
  • Bureaucracy can’t keep pace with AI-enabled shifts.
  • Big Leap helps large firms act with entrepreneurial agility.

9. Clients Want Impact, Not Just Efficiency

  • AI enables better brand perception, faster results, and meaningful insights.
  • Bryan notes a shift away from pure efficiency to effectiveness.
  • Value creation now trumps cost-cutting.

10. Brand Monitoring Must Extend Beyond Owned Media

  • Teams now track Quora, Reddit, and other forums for consumer and customer insights.
  • Presence in conversations requires both listening and participating.
  • Tools + human review ensures brand is represented “lovingly.”

11. Communities Can Be Built Intentionally

  • Brand communities don’t have to be organic only.
  • Bryan discusses how to nurture them with content, interaction, and value.
  • AI helps scale presence—but humans spark connection.

12. Optimism in a High-Speed World

  • Bryan believes we should welcome change—and prepare for it.
  • Culture, systems, and mindset help Big Leap adapt.
  • Relationship-based marketing is the stabilizing force amid AI disruption.

The Value Creators Podcast Episode #68. Bliss, Love, Empathy, and Business: Human-Centered Marketing with Stephen Sakach

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How do you design a company—and an AI—that leads with empathy?

In this episode of The Value Creators Podcast, Hunter Hastings speaks with Stephen Sakach, founder and CEO of The Zero Company and creator of aiCMO, an AI-powered marketing platform built to scale human connection. Stephen shares his journey through digital media, consciousness studies, and systems design to develop a framework where love, purpose, and empathy drive business performance.

He calls it BLISS—Build Love Into Scalable Systems.

Key insights include:

  • How empathy can become the foundation for scalable marketing systems
  • Why companies must audit their operations through the lens of purpose
  • What it takes to align AI development with emotional intelligence and ethical goals

This is a visionary, practical conversation for anyone building the future—consciously.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Learn more about Zero Company Performance Marketing

Learn more about aiCMO.io

Connect with Stephen Sakach on LinkedIn

Connect with Hunter Hastings on LinkedIn

Subscribe to The Value Creators on Substack

Knowledge Capsule

1. Empathy Is a Business Skill, Not Just a Trait

  • Empathy can be taught, practiced, and systematized.
  • It’s essential for customer connection and employee satisfaction.
  • It’s the foundation for authentic, resonant marketing.

2. Purpose Must Be Lived, Not Posted

  • A purpose statement on a wall is meaningless without alignment.
  • Companies should audit all systems and decisions through their stated purpose.
  • Real purpose inspires internal motivation and external advocacy.

3. Emotional Connection Drives Lifetime Value

  • Customers emotionally connected to a brand are 300% more valuable.
  • Emotional resonance leads to referrals, reviews, and loyalty.
  • Purposeful storytelling creates deeper brand relationships.

4. Empathy Can—and Should—Scale

  • Sakach’s BLISS model embeds love into systems, not just culture.
  • Businesses can design processes that prompt consistent compassion.
  • Empathy isn’t random—it can be engineered into experience.

5. Marketing AI Needs Empathic Guardrails

  • AI without humanistic intention optimizes only for profit.
  • Guardrails like purpose and values steer AI toward constructive outcomes.
  • aiCMO prompts businesses to consider people, not just metrics.

6. Data and Emotion Are Not Mutually Exclusive

  • Empathetic insights can be reflected in metrics like retention or sentiment.
  • Tools like aiCMO help identify “empathy signals” across customer journeys.
  • Qualitative outcomes can be modeled and scaled with care.

7. The Entrepreneur as Empath

  • Entrepreneurs create value by understanding felt needs.
  • Emotional intelligence is essential to discovering and delivering value.
  • Internal entrepreneurship thrives in self-managed, purpose-led cultures.

8. Self-Management Unlocks Innovation

  • Zero Company is structured as networked pods with independent decision-making panels.
  • Employees take ownership and pursue passion within structure.
  • This autonomy fosters creativity and accountability at scale.

9. Conscious Culture Attracts Conscious Talent

  • Younger generations seek purpose-driven work, even at lower pay.
  • Companies that embody empathy have a strategic advantage in hiring.
  • Culture grounded in values is magnetic and sustainable.

10. AI Must Reflect Human Values

  • Training AI on empathy-centric data reshapes outputs.
  • Tools like aiCMO evaluate customer emotion at every journey stage.
  • Experience design must optimize for positive emotional outcomes.

11. ROI Meets ROL—Return on Love

  • Empathy improves retention, reduces churn, and builds advocacy.
  • Trust, gratitude, and surprise-and-delight are measurable business assets.
  • Marketing that feels good performs better over time.

12. The Shift Toward Conscious Business Is Inevitable

  • Systems will evolve toward purpose and emotional intelligence.
  • Businesses that resist empathy will lose relevance and talent.
  • The future belongs to companies who build with love.

The Value Creators Podcast Episode #67. Useful Robots Are Here: Automation, Ethics, and Entrepreneurial Innovation with Marianela Nanninga

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The robots are here. Are they useful? Are they ethical?

In this episode of The Value Creators Podcast, Hunter Hastings speaks with Marianela Nanninga, CEO of ToDo Robotics. Marianela shares her journey from global tech sales to building one of the most innovative commercial robotics ventures in the U.S. Focused on usefulness over hype, she explains how robots are transforming hospitality, healthcare, and food service by performing real work—with real ROI.

From AI-driven cleaners in 24/7 casinos to chip-delivering restaurant bots, this episode explores the entrepreneurial mindset, systems integration, and human-centered design needed to lead in the robotics revolution.

Key insights include:

  • Why “Usseful Robotics” is about integration, not hype
  • How automation complements (not replaces) human work
  • What ethical deployment really means in practice

Whether you’re leading innovation, exploring automation, or rethinking operational strategy, this conversation is filled with insights for the future.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Learn more about ToDo Robotics

Connect with Marianela Nanninga on LinkedIn

Connect with Hunter Hastings on LinkedIn

Subscribe to The Value Creators on Substack

Knowledge Capsule

1. Robotics Must Be Useful to Create Value

  • ToDo Robotics focuses on function, not futuristic promises.
  • Robots must perform real, repetitive tasks—consistently and measurably.
  • Vaporware is eliminated through deep operational integration.

2. ROI Is Tangible and Immediate

  • In hospitality, robots often pay for themselves in 6–9 months.
  • In casinos, ROI can exceed 600% as a result of 24/7 usage.
  • Consistency in cleaning and data reporting boosts guest satisfaction.

3. Automation Doesn’t Replace—It Elevates

  • Robots handle repetitive tasks; humans focus on high-value areas.
  • Workers are retrained to operate, manage, and maintain robots.
  • Job turnover in cleaning is high—robots help stabilize labor demand.

4. Mapping and Deployment Are Precision Work

  • Each location is custom-mapped with sensors and LIDAR.
  • Robots adapt to environmental changes with alternate path logic.
  • Staff are trained not just to operate but to troubleshoot and manage.

5. Integration Is the New Frontier

  • The value isn’t just in navigation—it’s in API-level integration.
  • ToDo Robotics integrates with POS, table management, and logistics systems.
  • Robots can now host guests, guide them to tables, and sync with restaurant ops.

6. Customers Co-Create Innovation

  • Clients request new robot capabilities—customizations become R&D.
  • Use cases evolve from direct experience and frontline needs.
  • Co-creation is part of ToDo’s development process.

7. AI and Machine Learning Improve Daily

  • Commercial robots receive software updates every 2–3 months.
  • Each update improves sensors, behavior, and precision.
  • Robots learn from their environments to optimize over time.

8. The Tipping Point Is Near—but Not Here Yet

  • Customer adoption is growing, especially among younger users.
  • Robots are becoming normal in restaurants, casinos, and care centers.
  • But true mainstream integration is still in progress.

9. System Integration Is Entrepreneurial Craft

  • ToDo Robotics acts as a systems integrator, not just a seller.
  • Real value comes from combining hardware, software, and support.
  • Project management is essential to long-term success.

10. Ethical Deployment Matters

  • Robots should relieve humans from drudgery, not eliminate them.
  • Companies must define the ethical limits of automation.
  • Transparency, purpose, and human benefit are central values.

11. Robotics Creates New Career Paths

  • Housekeepers become robotics supervisors and troubleshooters.
  • ToDo Robotics partners with universities to train future operators.
  • Certifications will drive a new labor market segment.

12. Founder-Mode Companies Operate Differently

  • Marianela manages expectations while staying hands-on.
  • She adapts robots to operations—not the other way around.
  • Founders who get into the details on the ground create better value alignment.

The Value Creators Podcast Episode #66. Financing the Future: Private Debt, Capital Access, and Entrepreneurial Lending Innovation with Dave Kotter

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What does it take to unlock capital in a system full of red tape, landmines, and outdated institutions? In this episode of The Value Creators Podcast, Hunter Hastings is joined by Dave Kotter, CEO of Integrity Capital and founder of the Hybrid Debt Fund. Dave pulls back the curtain on commercial real estate financing, innovative lending structures, and how technology—especially AI—is transforming capital flows.

From high-net-worth investors to B2B borrowers, Kotter explains why relationships are the key product, not interest rates. He shares how Integrity Capital designs financing that works for the future—faster, more flexible, and centered on the entrepreneur.

Key insights include:

  • How to unlock capital through advisory-based lending models
  • How debt innovation is reshaping the role of banks
  • How AI, alternative platforms, and decentralization are democratizing investment

Whether you’re raising funds, deploying capital, or building a financing venture, this is an essential guide to value creation in the modern financial ecosystem.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Learn more about Integrity Capital

Learn more about Hybrid Debt Fund

Connect with Dave Kotter on LinkedIn

Connect with Hunter Hastings on LinkedIn

Subscribe to The Value Creators on Substack

Knowledge Capsule

1. Capital Access Is a Value Creation Lever

  • Entrepreneurs seeking debt capital often default to banks without exploring better options.
  • Integrity Capital serves entrepreneurs as a centralized access point to those other smarter lending options.
  • This advisory lending service opens doors that would otherwise remain closed.

2. Simplicity Wins in a Complex World

  • Commercial real estate financing is filled with nuance and variation.
  • Kotter’s mission is to reduce friction through clarity and experience.
  • Strategic simplicity earns client trust and facilitates execution speed.

3. Value Creation Starts with Proactive Structuring

  • Most loans fail because risks weren’t properly anticipated upfront.
  • Kotter’s team identifies “landmines” before they explode.
  • Strategic foresight turns complexity into competitive advantage.

4. Valuation Is a Deal-Maker—or Breaker

  • Appraisal mismatches can kill a deal.
  • Integrity Capital works with clients to prepare valid valuation narratives.
  • Micro-market realities must guide macro-level assumptions.

5. Every Deal Is Personal and Hyper-Customized

  • There’s no “one-size-fits-all” in real estate lending.
  • Institutional wisdom—developed through experience—adds unseen value.
  • Success depends on seeing what others miss.

6. Hybrid Debt: The Best of Debt and Equity

  • The Hybrid Debt Fund offers higher leverage with equity-like upside.
  • Borrowers can avoid raising excess equity while keeping control.
  • Investors gain steady returns with participation in profits.

7. Relationships Are the Real Product

  • Deals succeed or fail based on people, not just terms.
  • Kotter emphasizes matching the right people to the right capital.
  • The role of facilitator is as much human as financial.

8. AI Is Transforming Underwriting and Efficiency

  • AI tools speed up due diligence and eliminate bottlenecks.
  • Kotter’s team built proprietary AI systems to rate deals in minutes.
  • Automation reduces overhead while improving response time.

9. Innovation in Financial Services Is Just Beginning

  • Antiquated processes like SBA lending are ripe for disruption.
  • Fintech is democratizing investment and removing gatekeepers.
  • Custom-built tools challenge legacy institutions to evolve or lose relevance.

10. Rolling Recession Demands Adaptive Strategy

  • Kotter sees today’s market as a “rolling recession,” not a binary one.
  • Cycles are inevitable—resilience comes from reflection and realignment.
  • Hard times are opportunities for relationship-building and innovation.

11. Democratization of Capital Is Accelerating

  • Access to alternative investments is no longer exclusive to elites.
  • Technology allows individuals to participate with as little as $25K.
  • Legacy institutions face existential pressure from agile upstarts.

12. Strategy Must Precede Technology

  • Tools like AI and CRMs must follow clear strategic intent.
  • Executives must define needs before adopting solutions.
  • Discernment—not shiny software—is the real competitive edge. The human factor remains the most important.