A Digital Strategy Podcast

A Digital Strategy Podcast explores how design, technology, and business intersect to shape the way organizations grow and adapt. Through thoughtful discussions and interviews with leaders in tech, design, brand, and marketing, the show shares practical strategies, frameworks, and stories for navigating today’s digital landscape.Hosted by the team at Tennis, the podcast blends sharp takes on the industry with candid conversations about the systems, tools, and decisions that drive lasting impact.

A Digital Strategy Podcast is a business podcast hosted by Tennis, with 61 episodes on record and a Required Pod Score of 80.

Tennis hosts A Digital Strategy Podcast, a business show with 61 episodes published.

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  Episode #63

  What Is an ICP, and Should You Define It Before You Launch?

  Sep 25, 202611 min

  Key Topics: ✦ The year-long ramp: when nobody has written down who the customer is, every new salesperson takes about a year to get up and running ✦ The persona access gap: only about half of people making content for sales teams say sales and marketing can get to the same buyer personas, and only 39% say sales uses the right content at the right time (Content Marketing Institute). That's marketers grading their own homework. ✦ Why "Marketing Mary loves hiking" isn't research: a stock photo, a job title and a quote add up to a nice-looking guess ✦ The Superhuman question: "How would you feel if you could no longer use Superhuman?" Focusing on the 22% who said "very disappointed" pushed that group to 33%, then 58% (Rahul Vohra's own account, no control group) ✦ Why the founder's head is the best starting point you have, and useless to everyone else until it's written down ✦ Why "businesses that want to grow" is wishful thinking, not a customer profile, and why a tight ICP doesn't mean tight ad targeting (a 2023 study of one Vienna car dealer) ✦ The one thing to do this week: write down who already buys from you or your competitors, then ask your biggest fans who would get the most out of your product Chapters: 0:00 — Write down who it's for 1:07 — The year-long sales ramp 1:57 — "It's all in my head" and thin persona decks 4:25 — Before launch? Superhuman's disappointment test 7:05 — Keeping the ICP alive, starting from scratch 9:22 — Verdict: get specific, then revise Tennis web design & development services: https://www.designtennis.com/services/website-design-and-development Spotify: https://open.spotify.com/show/7tufP8mSXC1YrLxrLzw3Ju?si=3839798c83264d9b Instagram: Tennis.digital LinkedIn: https://www.linkedin.com/company/designtennis/ Subscribe for weekly episodes on web design, digital strategy, and building better businesses. #idealcustomerprofile #icp #buyerpersonas #superhuman #productmarketfit #salesenablement #customerresearch #startupmarketing #adigitalstrategypodcast Links You can learn more about Tennis at our website . Be sure to follow us at LinkedIn , YouTube , Instagram , or Twitter

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  Episode #62

  Selling the AI Apocalypse

  Sep 18, 202620 min

  Key Topics: ✦ The doom-hype-doom cycle: a new model ships to influencers, they build something game-changing, then a week later someone says it'll end the world. Fear and exclusivity are the two oldest sales models, and exclusivity is really just fear of being left behind ✦ Why nobody shares the disease cure: Dario Amodei's essay says most major diseases could be cured in five to ten years, but the apocalypse means we don't have that long, so only the extinction bit travels ✦ The resignation-as-marketing joke: the loudest moment someone gets is leaving a big lab and warning the world, which puts them straight onto talk shows and the media circuit ✦ The spending contradicts the slowdown story: Bloomberg NEF puts the 14 biggest data center operators near $750B in capex this year, up from under $450B last year, so "we've hit a scaling wall" doesn't hold ✦ The benchmark that changed Marcello's mind: METR measures how long a task an agent can finish alone. That number was doubling roughly every seven months, and newer models are doubling every four (Symon's caution: narrow task suites, wide error bars, some self-reported) ✦ Building the thing with the thing: Anthropic says about 80% of the code going into its codebase is written by Claude, while the same companies say everyone needs to slow down ✦ The Hugging Face incident: OpenAI's own report says agents in an internal evaluation got around isolation controls, turned a package manager into a message board, and ended up inside Hugging Face's systems. Some are calling it the first warning shot ✦ The test to run this week: when someone puts fear in front of you in a sales conversation, work out who gets paid if you believe it, then make your own call Chapters: 0:00 — Might kill everyone: ninety percent marketing? 1:32 — Sell through fear: the doom-hype-doom cycle 3:00 — Who's saying what, and why they're leaving 8:18 — Scaling wall or broken through it? The spending and the benchmarks 11:39 — Building the apocalypse in public: the Hugging Face warning shot 16:24 — Who gets paid from the fear, and the real risk underneath 18:12 — Where selling on fear is fair game, and the verdict Tennis web design & development services: https://www.designtennis.com/services/website-design-and-development Spotify: https://open.spotify.com/show/7tufP8mSXC1YrLxrLzw3Ju?si=3839798c83264d9b Instagram: Tennis.digital LinkedIn: https://www.linkedin.com/company/designtennis/ Subscribe for weekly episodes on web design, digital strategy, and building better businesses. Links You can learn more about Tennis at our website . Be sure to follow us at LinkedIn , YouTube , Instagram , or Twitter

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  Episode #61

  88% of Digital Transformations Fail. We Built HOLO as a Framework to Fix That

  Sep 11, 202614 min

  Key Topics: ✦ The twelve percent: Bain found only 12% of business transformations achieved what they set out to do, and the failure almost never traces back to the technology itself (Bain) ✦ The average user doesn't exist: why designing for a blended, middle-of-the-road user misses the real audience, and how splitting people into primary, secondary, and tertiary groups, internal staff included, changes what gets built ✦ The checkout bug that wasn't a checkout bug: an e-commerce client's shipping-time complaints at checkout traced back to warehouse location and staffing, not the API ✦ Why hitting the goal can still mean losing: the gap between a quarter's conversion-rate target and a company's real objective of keeping customers around ✦ The floor you're not allowed to fall below: a fintech client's brand and interface looked strong but missed the accessibility and security bar competitors already clear ✦ Vision outruns execution: what happens when a manufacturing company tries to add an e-commerce revenue model without the team or workflows to run it ✦ The one move to make this week: run your last finished project back through Humans, Objectives, Landscape, and Organization and see where the real gaps were Chapters: 0:00 — 12% Hit Their Target 0:11 — Why the Same Four Gaps Repeat 2:52 — Humans: The Average User Trap 5:23 — Objectives: When Goals Don't Line Up 7:26 — Landscape: The Floor You Can't Fall Below 10:04 — Organization: Can They Actually Run It 11:35 — Verdict: Run Your Last Project Back Through HOLO Tennis web design & development services: https://www.designtennis.com/services/website-design-and-development Spotify: https://open.spotify.com/show/7tufP8mSXC1YrLxrLzw3Ju?si=3839798c83264d9b Instagram: Tennis.digital LinkedIn: https://www.linkedin.com/company/designtennis/ Subscribe for weekly episodes on web design, digital strategy, and building better businesses. #digitaltransformation #holoframework #discoveryphase #uxresearch #productstrategy #ecommerceux #changemanagement #digitalstrategy #adigitalstrategypodcast Links You can learn more about Tennis at our website . Be sure to follow us at LinkedIn , YouTube , Instagram , or Twitter

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  Episode #60

  Your Brand Guidelines Weren't Built For This Digital Environment

  Aug 28, 202613 min

  Key Topics: ✦ The iceberg problem: logo, fonts, and colors are the visible tip, while the real brand lives in the ~80% below the waterline (support replies, sales emails, checkout copy, policy pages) ✦ Why brands drift years before anyone notices: every channel gets written by a different person, in a different department, with no shared source ✦ 69% of B2B buyers reported inconsistencies between a supplier's website and what the seller told them (Gartner), and that's just two channels out of ten-plus ✦ McKinsey's finding that buyers now average ten interaction channels, with 42% using more than eleven touchpoints ✦ How AI overviews compress your brand into a generic category answer: 72% of tech buyers hit Google's AI Overviews during research, only 7% went straight to a chatbot (TrustRadius) ✦ Why 19% of buyers using AI purchasing tools felt less confident because the information was inaccurate (Forrester) ✦ From brand guide to governance: why this looks less like a marketing function and more like a blend of guideline and SOP ✦ The quick diagnostic you can run today: pick one foundational question (who do you serve? what's your pricing? what do you not do?), ask your website, your last three sales emails, and a chatbot, and see where the answers split Chapters: 0:00 — Brands Don't Drift by Accident 1:07 — The Iceberg: What Your Guide Actually Covers 1:52 — Two Channels, Two Different Stories 3:28 — What Changed: When Being Found Stopped Being Enough 4:48 — The AI Layer Compresses Your Brand 6:22 — Less Guide, More Playbook 8:19 — Where the Playbook Has to Live 9:41 — Brand Guide as Governance 10:23 — The One-Question Test 11:54 — One Source of Truth, Not a New Logo Tennis web design & development services: https://www.designtennis.com/services/website-design-and-development Spotify: https://open.spotify.com/show/7tufP8mSXC1YrLxrLzw3Ju?si=3839798c83264d9b Instagram: Tennis.digital LinkedIn: https://www.linkedin.com/company/designtennis/ Subscribe for weekly episodes on web design, digital strategy, and building better businesses. Article: https://www.designtennis.com/insights/stop-selling-on-your-website-start-helping #brandstrategy #brandguidelines #b2bmarketing #digitalstrategy #brandconsistency #aeo #brandgovernance #adigitalstrategypodcast Links You can learn more about Tennis at our website . Be sure to follow us at LinkedIn , YouTube , Instagram , or Twitter

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  Episode #59

  Stop Selling on Your Website. Start Helping.

  Aug 21, 202615 min

  Key Topics: ✦ The 95/5 rule: at any moment, roughly 95% of your potential market isn't actively buying — Forrester says the exact split varies by category, but the shape holds up ✦ Why the "favorite vendor" is picked before you know they exist: 94% of B2B buyers rank preferred vendors before first contact, and that pick wins 77% of the time (6sense) ✦ Buyer enablement vs. "helping not selling": why the hosts prefer the plainer framing over the term Gartner and Brent Adamson popularized in 2018 ✦ The content overload trap: Gartner's original 2018 point wasn't "make more content" — it was that buyers are already overwhelmed by it ✦ Why 72% of buyers share what they find with colleagues, and 57% of those colleagues actually download and review it — and what that means for who you're really writing for ✦ The good-better-best ladder for deciding what to actually build, from a repeatable-question tool to a full interactive decision engine ✦ Why the share of buyers wanting interactive content dropped from 49% to 39% — and when a plain PDF checklist beats a flashy calculator ✦ The one move to make this week: pick one buyer, one stuck decision, and build the single thing that gets them past it Chapters: 0:00 — Built for the Wrong 5% 0:47 — Buyer Enablement, Renamed 5:24 — Everyone Builds the Wrong Thing 7:53 — The Good-Better-Best Ladder 11:50 — One Buyer, One Job, One Tool 14:10 — Tools, Templates, and What's Next Tennis web design & development services: https://www.designtennis.com/services/website-design-and-development Spotify: https://open.spotify.com/show/7tufP8mSXC1YrLxrLzw3Ju?si=3839798c83264d9b Instagram: Tennis.digital LinkedIn: https://www.linkedin.com/company/designtennis/ Subscribe for weekly episodes on web design, digital strategy, and building better businesses. Article: https://www.designtennis.com/insights/stop-selling-on-your-website-start-helping #buyerenablement #b2bmarketing #websitestrategy #digitalstrategy #contentstrategy #buyerjourney #aeo #adigitalstrategypodcast Links You can learn more about Tennis at our website . Be sure to follow us at LinkedIn , YouTube , Instagram , or Twitter

  ListenShow Notes

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