Jon and Nic sit down with Kim Bartley for a wide-ranging conversation about Jon’s upcoming book, the ideas behind it, and why the book’s themes resonate with real-world business experience. Kim brings a strong marketing lens from her 31-plus years at White Castle and her decade of teaching at Ohio State, giving the discussion practical weight and perspective.

Jon and Nic talk through how products gain momentum when they travel together, with examples from retail, software, and food pairings like chicken and waffles. They also cover how substitution can open new markets, why anticipation matters before launch, and why leaders should stay close to frontline execution.

Jon and Nic welcome guest Ryan Berry, founder of Berry Digital Solutions and part of the team behind the Logan County Chronicle, to discuss the importance of product placement. Together, the group connects advertising, storytelling, and real-world examples from phones, bourbon, newspapers, and movie placements.