More content. More followers. More visibility. More leads. Those are the requests many founders bring to their marketing team or agency. But before you dive in, do you know the business problem underneath it?

In this episode of The Smartest Person in the Room, Susan Saltwell talks with INSPIRED Vibe founders Christin Daniels and Amber Halverson about what they learned at the Effie Academy at Cannes Lions—and why effective marketing begins long before the creative idea.

Together, they unpack a more disciplined approach for founder-led and B2B businesses: define the real growth challenge, understand the audience deeply enough to uncover what matters, determine what belief or behavior needs to change, and measure whether the work is creating meaningful business progress.

This is not a conversation about c ...