How well does your business really understand its customers? This week on Soul & Science, Jason Harris talks to Amanda Teder, CMO at Generac, about how consumer needs should inform business decisions, why cross-functional collaboration matters, and how marketers can have a greater impact on growth. Across roles at Procter & Gamble, Michelin, and now Generac, Amanda has built her career around simplifying complex challenges, putting the consumer at the center, and understanding how every part of the business can work together. Amanda explains how Generac balances advertising and customer experience across both industrial and residential markets, why marketing needs a voice in product decisions even when it doesn’t own them, and why brand and performance don’t have to be an either/or decision. They also discuss using AI across the four Ps, measuring marketing against revenue, and why the best strategies combine informed hypotheses with continuous testing. Key Takeaways ✅ Advertising can only work as hard as the business allows ✅ Great marketing starts with solving real customer problems ✅ The four Ps work best when they work together ✅ Long purchase cycles require consistent nurturing ✅ AI can strengthen every part of the marketing mix Memorable Moments 💡 “If the first three Ps aren’t optimized, advertising can only be so effective. 💡 “The product should solve a problem for the consumer.” 💡 “Let’s learn our way to a solution.” 💡 “I don't know where I'm going, but I know how to get there.” 💡 “You don’t have to choose between brand and performance.” Brought to you by Mekanism.