In this episode of Chief Influencer, host Anthony Shop speaks with Amy Martin Ziegenfuss, Chief Marketing Officer of Carnival Cruise Line, about how she's redefining cruise travel marketing. Amy walks through Carnival's shift toward mindset-based segmentation, moving beyond demographics to understand what travelers truly want, and how that approach can be applied across industries. She shares how Carnival uses a mix of external micro-influencers, employee-generated content, and live activations to bust cruise myths and bring the onboard experience to life for potential guests. The conversation also touches on the critical role of internal alignment, ensuring marketing promises match what the business can actually deliver, and closes with Amy's evolved view of influence as less about pushing ideas and more about building bridges.Takeaways:Ditch pure demographic targeting. Move beyond age and income to understand your audience's mindsets and passions. Two people who look identical on paper can want completely different things from your brand.Go deep with niche influencers. Mega-influencers are great for big launches, but smaller, specialized creators, like a food blogger or a fitness expert, can tell a more credible, detailed story to the exact audience you're trying to reach.Look inside for your best storytellers. Your own team members are often natural content creators who already have authentic stories to tell. Formalizing that and giving them a little guidance can be more powerful than any paid campaign.Align internally before you publish. Before you promote something externally, make sure the teams responsible for delivering it are on board. A great marketing moment can quickly backfire if operations can't keep up with the demand it creates.Influence is about building bridges, not battering rams. The most effective leaders don't force their ideas through; they bring the right data, emotion, and empathy to create environments where great work can happen. Persuasion through collaboration almost always outlasts persuasion through pressure.Quote of the Show:“So that’s what mindset does, right? To me, mindset segmentation unlocks the people who are most likely to want your brand, product, or service based on a whole range of factors.”Links:LinkedIn: https://www.linkedin.com/in/amy-martin-ziegenfuss-9573382/ Website: https://www.carnival.com/ 

In this special live episode of Chief Influencer, Anthony Shop moderates a powerful panel at the Face the Fight Coalition convening, bringing together influential leaders committed to reducing veteran suicide. The conversation features Chef Robert Irvine, Founder of the Robert Irvine Foundation; The Honorable Patrick Murphy, former U.S. Under Secretary of the Army and Iraq War veteran, and JoAnne Bass, 19th Chief Master Sergeant of the U.S. Air Force. Together, they share how personal influence, lived experience, and leadership at scale can drive meaningful change on one of the most urgent issues facing the veteran community.Throughout the discussion, the panelists explore the intersection of authenticity, systems change, and storytelling, highlighting how influence must go beyond awareness to create real impact. From breaking down institutional silos to reimagining how we engage service members before they reach a crisis point, this episode underscores a critical truth: solving complex challenges requires both bold leadership and collective action. It’s a call for every leader to use their voice, platform, and relationships to move the mission forward.Takeaways:Lead with Story, Backed by Data: Data earns trust—but stories move people to act. The most effective leaders use both to influence change.Break Down Silos to Scale Impact: Real progress requires collaboration across organizations, sectors, and systems. Shared mission must outweigh individual ownership.Use Your Personal Brand as a Force Multiplier: “Faces are the new logos.” Leaders must show up authentically and consistently to advance causes bigger than themselves.Start Early—Not at the Point of Crisis: Engagement with service members should begin at enlistment, not transition. Prevention starts with proactive connection.Prove It to Scale It: Innovative solutions must be backed by measurable outcomes. Data is the gateway to funding, adoption, and systemic change.Normalize Conversations Around Mental Health: Authentic leadership—especially vulnerability from the top—helps eliminate stigma and encourages people to seek help earlier.Reimagine Systems, Don’t Just Improve Them: Incremental change isn’t enough. Leaders must challenge outdated models and design solutions for the next generation.Quote of the Show:"Ethos, pathos, logos... The data is incredibly important. But what moves people is when you can speak through their heads and their hearts." - Patrick Murphy“We’re gonna have to care about the outcome more than we care about our stuff.” - JoAnne Bass“Food breaks down barriers. It allows you to be your most authentic self—even in your most private moments.” - Robert IrvineLinks:Robert IrvineLinkedIn: https://www.linkedin.com/in/chefirvine/ Website: https://www.robertirvinefoundation.org/ JoAnne BassLinkedIn: https://www.linkedin.com/in/jo-bass/ Patrick MurphyLinkedIn: https://www.linkedin.com/in/patrickmurphypa/ Website: https://hilcoglobal.com/ About Face the Fight®Face the Fight® is a life-saving initiative uniting more than 250 cross-sector partners to dramatically reduce veteran suicide by 2032. Founded by USAA, Reach Resilience, and the Humana Foundation, the movement breaks stigma, expands access to proven solutions, and builds a culture where seeking help is a sign of strength, ensuring every veteran and their loved ones are supported and never left to fight alone. Learn more at WeFaceTheFight.org.

This week, we’re revisiting our conversation with iconic guest Craig Newmark, founder of Craigslist.How can leadership in cybersecurity help shape the future of national security and public awareness?In this episode of the Chief Influencer Podcast, guest host Liesl Riddle, Dean of George Washington University’s College of Professional Studies, sits down with Craig to explore his ongoing philanthropic work and advocacy in cybersecurity. Often compared to Paul Revere for his efforts to sound the alarm, Craig has been a leading voice in raising awareness around the threats facing America’s digital infrastructure.He shares how he’s working to influence key stakeholders, mobilize action, and protect both personal and national assets. From training veterans for careers in cybersecurity to building partnerships across universities and government agencies, Craig underscores the importance of collective effort in addressing today’s challenges. The conversation also highlights his leadership philosophy, rooted in the Golden Rule, and his deep commitment to supporting military families and veterans.Takeaways:Mobilize the Whole Country on Cybersecurity: A national mobilization effort is needed to protect individuals, families, homes, jobs, and infrastructure from cyber threats. This involves raising awareness and actively encouraging everyone to participate in cybersecurity efforts.Segment and Focus on Key Areas: Cybersecurity efforts should be segmented by targeting specific sectors, such as workforce development and training for veterans and their spouses, to address particular needs effectively.Implement Cybersecurity Basics in Business: Businesses, especially utilities, should adopt basic cybersecurity hygiene, ensuring that employees and devices are secure both at work and at home. Employees should be educated on maintaining cybersecurity protocols in various environments.Invest in Tools to Cut Through Confusion: It’s important to acquire advanced tools that simplify and clarify cybersecurity efforts, such as technologies that detect and manage anomalies or potential threats efficiently.Be Ready for Adversity: Preparing for negative actions from adversaries, such as dirty tricks and cyberattacks, is crucial. Being ready means having robust defenses and contingency plans in place.Quote of the Show:“Prepare to be as agile as you can because everything is way more unpredictable than it ever was.” Links:LinkedIn: https://www.linkedin.com/in/craignewmark/ Website: https://craignewmarkphilanthropies.org/ 

Today, we’re revisiting our conversation with Dr. Joel Braunstein, who is the CEO and Co-Founder of C₂N Diagnostics, a company dedicated to the development and commercialization of diagnostics for Alzheimer's disease and related neurodegenerative conditions. Dr. Braunstein offers insights from his extensive experience in the healthcare sector, detailing his academic journey and highlighting the pivotal role played by C₂N in advancing Alzheimer's diagnostics over the past two decades. Engaging in conversation with host Anthony Shop, Dr. Braunstein traces the evolution of Alzheimer's disease diagnosis, from conventional methods to the groundbreaking blood test pioneered by C₂N, which provides a more accessible and less invasive diagnostic alternative.Throughout the discussion, Dr. Braunstein underscores the importance of early and accurate diagnosis in Alzheimer's disease management, emphasizing its potential for treatment intervention and its profound impact on patients and their families. He also addresses the challenges inherent in navigating the healthcare industry and stresses the significance of stakeholder engagement. Furthermore, Dr. Braunstein reflects on the complexities of communicating scientific advancements to diverse audiences, including patients, clinicians, and policymakers, highlighting the delicate balance between ethical responsibility and the imperative of raising disease awareness effectively.Takeaways:Leaders should commit to relentless pursuit in their fields, especially when facing long-term challenges. For instance, Braunstein's dedication to Alzheimer's research underscores the importance of steadfast commitment to making a difference.Be transparent and evidence-driven in your communication, especially when introducing new technologies or innovations. Leveraging reliable data to support claims builds trust among stakeholders, from patients to practitioners.Develop a company culture rooted in a strong moral fiber. This moral basis helps navigate the complexities of balancing legal, marketing, and ethical considerations while ensuring the company's dealings enhance patient care and trust in the industry.Use professional networks like LinkedIn to share progress and highlights with a broader audience. This can enhance visibility among stakeholders and keep them informed about important milestones and innovations.Understanding and addressing the needs of patients and their families as primary stakeholders can significantly improve the effectiveness and reception of healthcare solutions. This places importance on simplifying the patient journey and making medical interventions more accessible and less invasive.Leaders should recognize the importance of stress relief and personal well-being in maintaining a productive and happy team. Enabling team members to pursue passions outside of work can foster a balanced and innovative workplace environment.Quote of the Show:"It all starts with a high moral integrity, and this moral fiber permeates throughout all elements of the organization." - Joel BraunsteinLinks:LinkedIn: https://www.linkedin.com/in/joel-braunstein-md-9456611 C₂N Diagnostics (Website): https://c2n.com Shout Outs:The Robert Wood Johnson Clinical Scholars Program: https://www.hopkinsmedicine.org/general-internal-medicine/training-education/fellowship/rwj Brigham and Women's Hospital: https://eye.hms.harvard.edu/brighamandwomens Johns Hopkins Carey Business School: https://carey.jhu.edu Northwestern University - Feinberg School of Medicine: https://www.feinberg.northwestern.edu Washington University School of Medicine: https://medicine.wustl.edu Randall J. Bateman, MD: https://physicians.wustl.edu/people/randall-j-bateman-md David M. Holtzman, MD: https://holtzmanlab.wustl.edu/people/david-m-holtzman-md Ilana Fogelman, MD, MPH, on LinkedIn: https://www.linkedin.com/in/ilana-fogelman-5142014 

We’re revisiting a powerful past conversation with Steve Schwab, CEO of the Elizabeth Dole Foundation, whose insights on leadership, storytelling, and movement-building remain just as relevant today.In this episode, Steve reflects on how Senator Elizabeth Dole transformed a critical but largely invisible issue, the millions of family members caring for wounded veterans, into a national movement. He explains the difference between a mission and a movement, sharing how meaningful change requires both the science of research and the poetry of authentic storytelling.Steve also discusses the growth of the Hidden Heroes Campaign and how building coalitions across sectors, including policymakers, caregivers, corporate partners, and influential voices like Tom Hanks and Savannah Guthrie, has helped expand support for military and veteran families nationwide.Along the way, he shares lessons on authentic leadership, the power of persistence in driving policy change, and why the most effective movements are fueled by purpose, community, and a mission greater than oneself.Takeaways:Clear mission or purpose: Having a mission larger than yourself drives personal motivation and organizational success, fueling health, vitality, and passion for your work.Authentic partnerships: Successful coalitions are built on genuine, passionate connections with partners who are sincerely committed to the cause, leading to long-term collaboration and impact.Balance evidence with storytelling: Combining factual evidence (science) with emotional storytelling (poetry) makes your message more credible, relatable, and impactful, especially in advocacy campaigns.Authenticity in endorsements: When selecting influential figures to endorse your cause, ensure they have a true connection to it for more meaningful, long-term advocacy support.Persistence pays off: Achieving long-term goals requires persistence. The passing of the Senator Elizabeth Dole Act highlights the importance of pushing forward despite setbacks and obstacles.Self-reflection and planning: Regular self-reflection and planning, through practices like quiet time, weekly sessions, or yoga, help maintain clarity, purpose, and proactive focus.Leveraging LinkedIn: Using platforms like LinkedIn to share achievements, highlight partnerships, and promote your mission strengthens relationships, increases transparency, and broadens your reach.Quote of the Show:"It’s incredibly important to recognize the divisive times we are in, and that people are hungry for things that unite us and bring us together."Links:LinkedIn: https://www.linkedin.com/in/steven-schwab7676/ Website: https://www.elizabethdolefoundation.org/ Shoutouts: Senator Elizabeth Dole Senator Bob Dole  Senator Elizabeth Dole 21st Century Veterans Health Care and Benefits Improvement ActHidden Heroes Campaign: https://www.elizabethdolefoundation.org/campaigns-programs/hidden-heroes