Susie Perez Dialogues with Lisa Solomon of Atheneum Collective – It’s Here!

Lisa Solomon & Atheneum Collective_DialogueSusie Perez, who is a contributing planner at AlixCompany, had the pleasure of speaking with Lisa Solomon, Founder and CEO of Atheneum Collective last week!

Atheneum Collective is an educational platform where seasoned advertising and marketing professionals share their knowledge via engaging, level-raising online video courses. Susie and Lisa discuss the courses that are live now, what’s around the corner, who should listen, and how experts are selected.

You’ll see right away on the homepage the company’s mantra – knowledge is power (and) knowledge shared is power multiplied. How wonderful is that!

**Check out the courses at and use the code Dialogue20 at checkout to receive 20% off your course.**

Select the image above or click here to listen to the Dialogue.

Special thanks to Susie for making it happen and Lisa for the proper podcast recording room and allowing us to help spread the good word on this new initiative.

Thanks for listening, please enjoy!

POSTED BY Alix Morrow AT 2:52 pm

Coming Soon – Susie Perez Dialogues with Lisa Solomon of Atheneum Collective

This just in!… Lisa Solomon of Atheneum Collective has agreed to Dialogue with Susie Perez later this month! Stay tuned for more info and checkout previous Dialogue podcasts here:

Lisa Solomon art card

POSTED BY Alix Morrow AT 4:32 pm

My Dialogue with Aliza Sherman — is Here!!

Aliza Sherman_art card 06192019


Today I had pleasure of speaking with Aliza Sherman about the book she recently co-authored, Cannabis & CBD for Health & Wellness.

Not only is the book hot off the press (it just hit the shelves on June 4), it’s also aligned with our intent of these Dialogue Podcasts – to independently highlight people in happening spaces doing interesting things; ultimately appeasing our curiosity gene with information and knowledge.

Aliza is also CEO and Co-Founder of Ellementa – a cannabis wellness company. She shared with me Ellementa is a network and resource for women to learn more about cannabis and a resource for brands to learn how to reach women.

She is also the publisher of – the first website profiling women in the cannabis industry. It includes new profiles weekly with the intent of inspiring other women to educate themselves about Cannabis.

The dialogue is 40 minutes of pure curiosity soothing joy – showcasing what’s inside the book – Cannabis & CBD for Health & Wellness.

Thanks for listening. Please enjoy!

Click here to listen.



Check out the remaining book tour dates here:

Wed 6/19 – 5:00pm – Book Signing: The Antidote on Melrose

Thu 6/20 6:00pm – Ellementa Long Beach – Women’s Wellness

Fri 6/21 – San Diego Book Party

Tour dates subject to change. 


POSTED BY Alix Morrow AT 8:15 am

Coming Soon — My Dialogue with Aliza Sherman

This just in – Aliza Sherman, author of “Cannabis & CBD for Health & Wellness“, has agreed to Dialogue with me on the 18th! The book is hot off the press as of Tuesday. Check it out here:

Art Card_Aliza Sherman June 2019

POSTED BY Alix Morrow AT 8:39 am

Hey Lover … I Love You Just The Way You Are

Guest blogger:  Tyrone Takami

Tyrone Takami is a contributing Account Planner at AlixCompany. He’s been working directly with Alix for several months and is a unique thinker. We thought you might enjoy a few thoughts from Tyrone. This post shares more on listening, our ignorances, and how we can tap into (and out of) both for better briefs.

Hi Planner-Sphere,

My conversations with Christian Madsbjerg and Graham Hall about Sensemaking and all things analogue got me thinking about the importance of listening. To find truly valuable insights I’ve got to become a more receptive listener.

Too often I catch myself thinking of possible responses to what folks are saying, rather than using that energy to listen more deeply to what’s being said in context to understand the underlying meaning of what has been shared. Listening for meaning is where we begin to observe, evaluate, assess, and empathize. This ‘Hey Lover’ song taps into the sort of empathy I’m talking about.

This is a topic that is absolutely germane to the discussion of brand planning because we have to connect with people in a way that’s relevant.

Lately, I’ve had my ear to the ground scouting techniques and methods to help guide my own big insight identification process.  Of the many books on creative problem solving, one of my absolute favorites is a criminally unknown and underutilized text on problem solving. It’s not by a marketing or creative guru, but by a Brazilian Rabbi named Nilton Bonder entitled, Yiddishe Kop: Creative Problem Solving in Jewish Learning, Lore and Humor. The book is 114 pages of pithy, problem solving, Yeshiva genius.

The book covers the gamut of ways we approach problems and seek solutions in a progressive and systematic fashion – from the literal and logical to the intuitive and experimental.  It embraces linear and non-linear approaches to problem solving. It provides cues for insight mining and is method-agnostic. The next time you start to mine for insights, try asking these questions as a first step:

  • What are we actually talking about?

Be clear, and don’t be afraid to be ridiculously literal.  It sets the stage for intuitive magic.


  • What are we not talking about? What’s irrelevant?

We live in a world of information overload.  Everything can be relevantly associated with everything else.  But in order to penetrate for meaningful insights-it’s imperative to close the door on the non-essential.


  • What pieces of evidence comprise our text?

In a way, we’re like ‘Data DJ’s’ – pulling together the choice cuts of information to convincingly narrate what’s important about what’s going onDon’t just cite books – cite life!  Places, activities and situations in culture and society are so important to get insights.  Go out and see what real people are doing!


  • What is the context the issue lives within?

This includes any preconceived notions as well as social, cultural, and historical context.  Every day is different – and no situation is exactly the same – those differences provide the leverage to create messages that are authentic and nuanced.

One of the most important things Rabbi Bonder highlights is labeling ignorances – that is, in order to transcend our ignorance(s) we can reframe situations to unveil amazing options; to expediently navigate beyond our day-to-day assumptions and preconceptions about people, places, and things.

Our markets are diverse and multicultural and vital insights live in spaces sometimes / oftentimes occupied by labels, unconscious stories, and other things we use to explain and understand the world away. To transcend and reframe, as planners in charge of the coveted creative brief, we should ask:

  • What kind of generalizations about the issue might lead us astray?
  • What do we think we know about the product/service/brand?
  • What commonly held preconceptions and assumptions do we have; individually and/or collectively?
  • What don’t we know and need to learn more about?
  • Context: what assumptions might we have about the topic, especially if it is related to any hot-button issues in culture or society?

I’m convinced that just by labeling ignorances and preconceived notions, great insights will come forward. That’s because much of what we do is about working with perception.  How can we challenge perceptions and freshen them, redefine them, improve them?

I’m finding my insights are better stated when I put time towards digging into these questions to start. It leaves me looking into issues with fresher eyes – because when the issue is free from what it is not – it becomes a whole new thing in itself.

POSTED BY Alix Morrow AT 7:59 am

Dialogue with Christian Madsbjerg

Tyrone Takami has completed another great Dialogue in our ‘Hey Algorithms Meet Biorhythms’ series!

The series was largely inspired by the book Sensemaking: The Power of the Humanities in the Age of the Algorithm. Today, Tyrone had the pleasure of speaking with the book’s author, Christian Madsbjerg. Christian is Co-founder and Senior Partner at ReD Associates, a strategic consultancy in New York City that helps clients see new business opportunities through the use of social sciences to study how and why people behave the way they do.

This podcast has been produced by Fat Cat Productions – for all of your audio and video production needs reach out to Fat Cat Productions.

We hope you enjoy the Dialogue! Thanks for listening.

Dialogue with Christian Madsbjerg (click here!)

Dialogue CM LI

POSTED BY Alix Morrow AT 9:11 pm