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Create or Destroy: Reimagining Marketing with Seth Matlins

by Seth Matlins

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Latest episodes

Starbucks Global CBO Tressie Lieberman | When Convenience Killed Soul — and Value

October 20, 2026 · 45 min

On day two as Starbucks’ CEO, Brian Niccol published an open letter saying "there's a shared sense we've drifted from our core," and Tressie Lieberman, who Niccol hired to as Global CBO after the stock had dropped 38%, has spent the time…
Streetwear Legend Jeff Staple on Why You Can’t Buy Your Way Into Culture

October 13, 2026 · 1 hr 7 min

Seth’s guest is streetwear legend Jeff Staple who, in 2005, designed a Nike Collab—the Pigeon Dunk—that caused a riot, resells for thousands of dollars 21 years later, and gets the credit (or blame!) for bringing sneaker culture to the…
Gymshark CBO Noel Mack | Find Out Who You Are and Do It on Purpose

October 6, 2026 · 55 min

This episode Seth sat down with his friend Noel Mack, Gymshark's Chief Brand Officer, for a conversation that became a masterclass in what it means to turn down money in service of meaning. Gymshark is one of only two bootstrapped…
Amazon Web Services CMO Julia White, on Why Earnings Calls Are Stories About Demand

September 29, 2026 · 49 min

This week, Seth Matlins talks with Amazon Web Services CMO Julia White, who’s spent 25 years inside enterprise tech, including a 20-year tenure at Microsoft, where she led product marketing for Office 365 and Azure, leaving to become Chief…
LuluLemon CBO Nikki Neuburger | When Cracks in the C-Suite Become Craters at The Front Line

September 22, 2026 · 1 hr 6 min

Lululemon Chief Brand and Product Activation Officer Nikki Neuburger has been inside three enterprise realities that couldn't be more different: Nike at its peak, where brand was the business and everyone knew it; Uber Eats, where she…

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'Incorruptible' Author Eric Ries on Making Money But Creating No Value

September 15, 2026 · 1 hr 0 min

Entrepreneur and author Eric Ries wrote the seminal book "The Lean Startup" and spent years teaching founders how to build companies, before realizing he'd never taught them how to protect what they built. In an economy where profit and…
Duolingo CMO Manu Orssaud on What Gets Destroyed When the Street Decides Your Strategy

September 1, 2026 · 58 min

In Q425, Duolingo's CEO told the Street the company would accept slower revenue growth and lower profitability in order to prioritize growing the number of people who use the product every day. This is a strategic decision that runs…
Musa Tariq on How Short-Term Growth Can Disguise Bad Strategy

August 25, 2026 · 1 hr 19 min

Early in his career as a social media coordinator at Burberry, Musa Tariq spent six figures to livestream a 2008 Burberry fashion show that, despite hopes of reaching one million viewers, delivered only 673. While it looked (and felt)…
LVMH’s Mathilde Delhoume-Debreu | From Diapers to Dior: Value Creation Across Industry

August 18, 2026 · 57 min

LVMH’s Mathilde Delhoume-Debreu spent 30 years at Procter & Gamble before becoming the Global Brand Officer across the luxury behemoth’s 75 independent Maisons, which means she's navigated a spectrum of value creation across categories and…
JPMorganChase CMO Carla Hassan on What Happens When the Product Doesn't Speak for Itself

August 11, 2026 · 1 hr 11 min

Having previously led marketing at physical-product giants like Kellogg, PepsiCo, and Toys "R" Us, JPMorganChase CMO Carla Hassan offers a unique perspective on what changes when your product becomes completely intangible. When 84 million…
Bose CMO Jim Mollica on The Number One Predictor of Value Creation

August 4, 2026 · 1 hr 3 min

Some of the Italian luxury audio brand Sonus Faber’s speakers are made with a window on the top so buyers can see every detail of their handcrafted interior. Because as Jim Mollica, CMO of Bose and President of the company’s Luxury…
Rocket Companies CMO Jonathan Mildenhall on The Business Case for Creating an Iconic Brand

July 28, 2026 · 1 hr 1 min

Jonathan Mildenhall has spent his career believing that brands can be bigger than their categories. In a storied career, he helped create “Open Happiness” at Coca-Cola, which became the brand's most profitable platform in its history; at…

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About the show

Each week, marketing maestro Seth Matlins is joined by the most influential thinkers across business and culture for unvarnished, actionable, and frequently irreverent conversations on the forces that shape how value is either created or destroyed. From product decisions, supply chain, and capital allocation, to cultural and economic shifts, competitive dynamics, technological disruptions, and internal structure – each one is a marketing force, affecting whether value is created or not, and whether a customer stays or goes. It's a business show. It's a marketing show. Create or Destroy is the show that argues they’ve always been the same thing. From the Vox Media Podcast Network and the Wisdomous Company.