Human Brands Win: The Anti-Playbook for Growth in an AI World | Lindsay Tjepkema S6:E13

Written by Mike J Midgley | Nov 24, 2025 9:38:57 AM

Welcome to the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and SaaS growth. Today, we are joined by Lindsay Tjepkema, founder of Human Brands Win and former VC-backed founder and CEO of Casted, the first B2B podcasting platform.

After raising $30 million and scaling Casted to a 50-plus person team, Lindsay had a powerful realization: the industry's obsession with growth hacks and playbooks is a trap.

She argues that the most sustainable path to growth is through authentic human connection, and she has developed a framework called the "Brave Mindset" to help brands do just that.

We discuss the challenges of being a visionary founder, the importance of a human-centric approach in an AI world, and the practical steps that brands can take to build a more human identity.

Lindsay Tjepkema

Lindsay is a 3x founder, brand-builder, who helps businesses grow by being more human. She is a contrarian voice in the B2B world, challenging the reliance on playbooks and growth hacks in favor of authentic, sustainable strategies.

As a Thought Leader: Lindsy has been featured in Forbes, TechCrunch, NPR, and has spoken on major stages like SXSW and INBOUND.

As a Community Builder: Lindsay Co-leads Pavilion’s 1,000+ member women’s community, fostering connection and growth for female leaders.

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Here are the core areas we discuss in today's episode:

1. The Trap of Pattern Recognition: Why You Shouldn't Follow the Playbook

Lindsay kicks off the conversation by challenging the very foundation of the venture-backed B2B SaaS world: pattern recognition. She argues that while there is a lot to be said for learning from the successes of those who have come before, the obsession with following playbooks and doing what has already been done is a trap. The most iconic brands and leaders, she argues, are the ones who think differently.

"What it does is it leads to this obsession with doing what those who come have come before you did. Like, doing what the success stories that already have been written, did. when you should be focused on thinking how they think, right? Because think back to… any legend that you can think of, whether it's, you know, pop culture, or in B2B SaaS, or an individual. Now… did they get to that legendary, iconic status by being really good at, like, adopting the playbooks of other people? No! It's because they thought differently. Yet, in B2B SaaS, we think for some reason, it's different here, and that if we can just, you know, follow the patterns and… and be just like the success stories that came before us, that we will also, you know, build unicorns, and that's… that's just not the case."

This is a powerful reminder for founders and leaders everywhere. It's not about copying the tactics of others. It's about understanding the principles that drove their success and applying them in a way that is authentic to you and your brand.

2. The Brave Mindset: A Framework for Human-Centric Growth

To help brands break free from the trap of pattern recognition, Lindsay has developed the Brave Mindset, a framework for making decisions that are rooted in human connection and long-term thinking. The framework is built on five key pillars: Brand, Relationships, Audacity, Values, and Energy.

"Brave stands for Brand, Relationships. Audacity, Values, and Energy. And basically, it's this approach to making decisions. It started with decisions based on your brand and how to build your brand and your presence in the marketplace, but then really has expanded the more I share it with people to making decisions on hiring, on whether or not to go, try to raise venture capital. Product decisions, roadmap decisions, personal decisions. Because it… it forces you to think, one. About human relationships, forces you to think long-term, and about… what you bring, your side of the human equation, as the founder, saying, what do I actually want here? What do I bring to the picture? What can I control?"

By using this framework, brands can make decisions that are not only good for business, but also good for humans. It's a powerful way to build a brand that is authentic, sustainable, and resilient.

3. The Visionary's Dilemma: How to Get Buy-In for a Brave New World

Of course, being a visionary leader is not without its challenges. One of the biggest challenges is getting buy-in from a management team that is more focused on the numbers and the playbooks. Lindsay has been in that room many times, and she has some powerful advice for founders who are struggling to get their team on board.

"One thing that I wish I had known, and that instead of just getting upset and saying, like, I just know this is the right way, or feeling small and conforming, I wish that I had done this, and that is, asking the questions, what happens if we don't? So, yes, I understand that doing what seems safe Following a playbook. Going with what has worked in the past. Doing what you did when you led your company 10 years ago and, you know, reached a multi-billion dollar exit. I know that that feels safe. However, you know, I also have information that leads me to believe that doing what has been done before will, at best get us mediocre results."

By asking "what happens if we don't," you can shift the conversation from a debate about tactics to a discussion about strategy. You can help your team see that the "safe" path is not always the right path, and that sometimes the bravest thing you can do is to think differently.

Visit Lindsay's website here:

4. The Human Brand in an AI World: Don't Automate Who You Are

With the rise of AI, the pressure to automate and optimize is greater than ever. But Lindsay argues that this is a dangerous trap. The most defensible moat in an AI world, she argues, is your humanity. And that's something that you can't automate.

"Don't fake it. Don't manufacture it, don't fake it, don't automate being human. I mean, it's crazy that we have to say that, but you and I both get it. I mean, I understand, we've been there when you are, whether you're a first-time founder or a billionth-time founder, like. there's so much work to be done, and the pressure is high, and now with AI, It's this blessing and a curse. So much more can be done, which means so much more has to be done. So, I get it. I get the pressure. But… if you're going to say, yes, I need to be… we need to be more human, I want to be more human, which so many people are, you're right, don't fake it. Don't fake it. You… what you said something, Mike, is… I think is really important. Look for the efficiencies, not for the replacement. Don't for goodness sakes, do not, like, come up with a GPT that's going to just create for you. That's who you are. That's your brand is who you are."

This is a powerful and timely message. As we embrace the power of AI, we must not lose sight of the things that make us human: our creativity, our empathy, and our ability to connect with others on a deep and meaningful level.

5. The Responsibility of Leadership: Sharing Your Story

Lindsay speaks directly to the women in her audience, but her message is relevant to all leaders. She argues that it is not only our right, but our responsibility to share our stories, our vulnerabilities, and our successes with the world. It's not about being self-centered or braggy. It's about paving the way for those who come after us.

"Your team, your team, your company, and those that are watching you, and you'd be surprised at how many people are watching you, need to see you share your story. The vulnerable stuff, the success stuff. And the advice that you have to give from the experiences that you've been through. So, it's not braggy, it's actually your responsibility to share it so that others behind you and around you can do the same."

This is a powerful call to action for all leaders. It's a reminder that our stories have the power to inspire, to empower, and to create a more human and connected world.

Listen to the Actually, I can Podcast here:

Final Thoughts:

Lindsay's message is a breath of fresh air in a world that is often too focused on the numbers, the playbooks, and the growth hacks. She reminds us that the most sustainable path to growth is through authentic human connection, and that the bravest thing we can do is to be ourselves.

In an AI world, the human brand is not just a nice-to-have. It's a must-have. And it's the brands that embrace their humanity that will ultimately win.

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Mike Midgley runs a portfolio career, a dynamic hands on digital entrepreneur, founder of the Scrubbing Squad, NXD, strategist, public speaker, Winning by Design certified Revenue Architect and Host at The Force & Friction Podcast.

Mike has achieved multiple exits over a 30+ year career, raised Venture Capital and franchised his businesses 68 times.

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