Nir Eyal returns to the podcast to discuss his latest book, Beyond Belief, and the powerful role belief plays in shaping our behaviour, relationships, and decisions.

From the difference between fact, faith, and belief to the surprising ways our perceptions influence what we see, Nir explains how beliefs can be consciously changed and why doing so can transform everything from personal performance to company culture.

We also explore the role of belief in branding, including how companies like Liquid Death use anticipation to disrupt entire categories, and why the most successful brands don’t just sell products they shape what people believe.

Thank you to System1 for sponsoring Uncensored CMO.
https://system1group.com/

Timestamps

00:00 - Start
01:44 - Why Nir wrote a book about belief?
05:57 - How powerful can belief be?
10:15 - Believing is seeing
12:44 - The three powers of belief
14:42 - The difference between fact, faith and belief
16:05 - How belief can affect relationships
17:10 - How to change your beliefs
25:52 - How powerful can beliefs be?
28:37 - The cautious power of placebo
32:59 - Why Liquid Death used the power of anticipation to disrupt water
35:59 - Why brand is so powerful
37:40 - How our beliefs literally shape what we see
39:42 - Why smart people are more unsuccessful
41:59 - How beliefs can improve company culture
42:57 - When should you quit?
47:08 - Why labelling yourself can be self-limiting
50:52 - How to build good beliefs

Today, Jon and Kory break down one of the most misunderstood relationships in marketing: working with agencies.

From treating agencies as a true force multiplier to fixing broken relationships, they share practical advice on how to get the best out of your partners, and what to do when things inevitably go wrong. This is a candid look at trust, expectations, and why the best results come when agencies feel like part of your team, not just a supplier.

Whether you’re managing an agency or working inside one, this episode will change how you think about the relationship.

Get Uncensored Renegades every week:

Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960
Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c

Timestamps

00:00 - Start
01:20 - Why agencies can be a force multiplier
02:11 - How to fix a broken agency relationship
04:12 - How to set your agency up for success
08:36 - Bringing your agency into your company
13:42 - What to do when things go wrong with your agency
18:30 - Be tough in victory and gentle in defeat
20:17 - What is the cost of changing your agency?

Danny Alexander, co-founder of Who Gives A Crap, joins us to share how a toilet paper brand became a global challenger business while giving away 50% of its profits to charity.

From launching with a viral crowdfunding campaign to capitalising on the global toilet paper shortage, Danny breaks down how the brand combined purpose, creativity, and strong fundamentals to stand out in a commoditised category.

We also discuss the realities of scaling a mission-led business, the differences between DTC and retail marketing, lessons from failed launches, and how to build a team and culture that lasts. A brilliant look at what it really takes to build a brand people care about.

Timestamps

00:00 – Start
00:29 – The founding story of Who Gives A Crap
02:55 – The benefits of having three co-founders
05:00 – Naming the company
07:07 – Innovating in packaging design
10:08 – The story behind the emergency roll
10:58 – Why they give away 50% of profits
12:53 – Convincing investors to support the mission
14:38 – The viral crowdfunding campaign
17:33 – Capitalising on the toilet paper shortage
22:45 – DTC vs retail marketing
24:36 – Most effective marketing campaigns
27:46 – Biggest challenges and failures
30:53 – A failed brand launch
37:08 – Hiring great talent
38:32 – The five values of Who Gives A Crap
41:14 – Advice for aspiring founders