Evelyn Cools is a fractional marketing and growth advisor who helps early-stage B2B founders take marketing from zero to one. In this conversation, she breaks down exactly what that means in practice. She talks about what founders get wrong when hiring their first marketer, and why having the right foundations in place matters more than jumping straight into campaigns and also why paid ads are rarely the right first move, and why the line between B2B and B2C marketing is blurrier than most people think.

Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

In this episode, Lance Spence shares his unconventional path into product marketing and explores how his background in journalism and live television shaped the way he simplifies complex ideas, why product marketing often feels like producing a daily show, and how working closely with sales, creatives, and product teams is key to making things actually land. Lance also reflects on the importance of building trust inside organizations, the challenge of cutting through noise in B2B marketing, and how AI is changing the way teams work.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

In this episode, Fábio Ferreira shares insights on building a marketing and design agency rooted in empathy, collaboration, and strategy. From his journey across Portugal, Spain, and Canada to co-founding Go Banana!, he reflects on how human connection, clear communication, and adaptability shape both creative work and business growth.

He also explores the intersection of marketing and design, and the importance of aligning user experience with business goals, highlighting why great work comes not from isolated efforts, but from teams working closely together toward a shared outcome.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

We sit down with Wesley Slover, founder of Sanctus Audio and the mind behind sounds you’ve probably heard through Discord, Asana, and Under Armour, without realizing it—to explore how audio shapes the way we experience products, brands, and everyday interactions.

Wesley shares how he designs sound for real-world contexts, collaborating with clients, and the often invisible role audio plays in shaping perception as well as how communication, not just craft, has become central to his work.

From UX sounds in software and industrial machines to generative music in games, Garus and Wesley unpack the blurred line between music and sound design, and how audio can subtly guide behavior, enhance usability, and bring brand identity to life.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

Elaine Kwok, marketing leader and co-owner of Go Banana Marketing, joins us on Creative Tangent to unpack how marketers can simplify complex products, make safer ideas more useful, and build messaging around what actually moves buyers.

From healthcare and clean tech to entrepreneurship and ethics, the conversation explores how strong messaging is built through research, empathy, and a clear understanding of what people actually care about.

In this episode, Elaine shares how she balances creativity with data, why safe messaging can sometimes become ineffective, and what she’s learning now about business ownership, sustainability, community, and the role of human judgment in an AI-shaped world.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

Before we dive into the conversations, here’s a quick introduction to Creative Tangent.

This show is about marketing, craft, and story, and the part nobody puts in the case study. The messy middle where ideas evolve, strategies shift, and great work slowly takes shape.

In this short episode, host Garus Booth explains why the podcast exists, what you’ll hear in future episodes, and why sometimes the most interesting ideas come from following the tangent.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.