Make Your Brand Legendary with Swoz Consulting

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Jan 2026

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YOUR brand can be legendary. No matter if you think your brand is too small, too niche, or too ordinary, any brand can become legendary if you apply the right strategies and systems. Join Scott Wozniak and Caitlin Johnson of Swoz Consulting, on a journey of discovery. With over 20 years of hands-on experience in creating and maintaining legendary brands, they have the proven knowledge you need to take your brand from ordinary to extraordinary. Every episode has fresh insight from leaders in the trenches, sharing practical strategies that you can implement today, and stories of incredible brand transformations. With these tools, you can make your brand legendary, too. Hosted on Ausha. See ausha.co/privacy-policy for more information.

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50 recent

January 23, 202632 min

Ep 50: The Power of a Scorecard

If you want people to put in effort to win, show them the score. But the opposite is also true - don't give people a score to look at, and watch their performance drop.Scott in particular shares many personal and historical examples, from a Chick-Fil-A bowling experiment that had people leaving the bowling lanes early, to Andrew Carnegie's famous way of increasing team performance. Also, it's not just enough for leaders to know the score. Just like a basketball team needs to see the score during the game, the people on your team also need to know, "what's the score of the 'game'?"Scott and Matt also discuss:How often should leaders share the score? Is there ever a point where it's too much?What kind of data should be on your scorecard? Simple, or detailed?How do you connect scoreboard data to your "why," to ensure it's not just arbitrary metrics on a screen?This episode will give you valuable insight into how transformational sharing the score can really be. Tap into that innate drive we have as humans to win, and watch your team performance reach new heights!----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

January 8, 202620 min

Ep 49: What We Learned Launching Legendary Brands Academy 2.0

Scott and Matt discuss relaunching their online program - and the important lessons about Customer Insight and Personalized Service they learned and applied through this process.High-end consulting serves one type of client, but the online program had to be tailored to people in different situations. Same core concepts, but everything from communication style to how they celebrate wins had to change.Listen to a real example of applying the principles they teach to their own business - and how making small adjustments based on who you're actually serving can create massive impact. Similarly, you might find your own business initiatives need different approaches depending on whom you're serving: C-suite executives or frontline teams; established companies or up-and-coming startups.----------You can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

December 27, 202517 min

Ep 48: Customer Journey Mapping (Part 2) - From Mapping to Action

You mapped out your customer journey. But now what?Scott and Matt pick up where they left off, digging into what you actually do with all those post-it notes stuck to the wall. The goal is finding the friction points, gaps, and missed opportunities quietly killing your customer experience.Real examples: A luxury installer who disappeared for 8 weeks between order and delivery (customers kept calling to make sure their order was still happening).A company that realized their retiree customers wanted to hang out and chat, while their "go-getter" customers literally asked "do I have to be here for this?" Same product, totally different needs.Most gaps aren't about having a bad product...they're about the "curse of knowledge." Turn your insights into tangible action items with today's episode.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

December 11, 202523 min

Ep 47: Customer Journey Mapping (+ Introducing Co-Host Matt Sprague!)

Season 2 kicks off with a new co-host! Scott welcomes Matt Sprague (Swoz Consulting's COO) as Caitlin pursues an exciting international opportunity. In this episode, we're jumping straight into Customer Journey Mapping: what it actually is, why it matters -- and how to do it without making your team want to kill each other!Key Topics:Why Customer Journey Mapping matters for every department, not just salesThe post-it note workshop method for collaborative journey mappingHow to prevent finger-pointing and create psychological safety in the processThe Google Maps analogy for strategic planningWhy most team conflicts stem from different views of "current state"Whether you're rounding out the year or kicking off Q1 planning, a Customer Journey Map will give you a clear path forward that your entire team can be aligned on.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

August 7, 202518 min

Ep 46: Benchmarking - Taking It To Another Level (Assessments Mini Series || Part 3)

What if your greatest opportunities are hiding in plain sight?In this episode, Scott and Caitlin wrap up their mini-series on assessments by unpacking the power of benchmarking - not just as a way to compare, but as a tool to unlock potential.They explore how legendary brands don’t just ask, “how are we doing?” They ask, “What’s possible?” From Chick-fil-A borrowing Ritz-Carlton’s service language to leaders swapping morning routines over dinner, benchmarking can come from unlikely places (even a Pixar storyboard or a lean manufacturing floor).You’ll also hear why “we’re different” can be a cop-out, how excellence beats success, and why knowing your industry standard is just the beginning of building something legendary.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

July 24, 202515 min

Ep 45: The Power of an Outside Perspective (Assessments Mini Series || Part 2)

When a third party shows up, everyone sits up straighter. In today's episode, Scott and Caitlin dive into the psychology behind why outside perspective is so powerful in assessments.And there's a surprising part to all of this -- while teams easily spot their weaknesses, they're often blind to their biggest strengths. Scott shares how one assessment led to 500% growth when they helped a client realize they had a massive advantage they were treating as "ordinary." Plus, Scott and Caitlin share the subtle importance of why they use letter grades instead of percentages (nobody wants to argue about 84 versus 85!)----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

July 10, 202514 min

Ep 44: Why Add Assessments? (Assessments Mini Series || Part 1)

Get ready for this new 3-part Mini Series on what is often a crucial missing step during the consulting process: Assessments.Ever wonder why leadership teams can devolve into brutal fights over strategy? It's usually not because they disagree on solutions - it's because they're all seeing different parts of the business. Like blind men around an elephant, one person knows about the margin buffer while another just sees risk everywhere.Get everyone looking at the same facts first, and the "impossible" strategic disagreements can often become obvious next steps. As we kick off this mini series, you'll realize why that 10-20% you don't know about a company might be the difference maker.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

June 16, 202530 min

Ep 43: Debriefing and Discussing the Howard Behar Episode

Some conversations just stick with you. A couple weeks after the interview with Howard Behar (Episode 39), Scott and Caitlin are still talking about his insights. In today's episode, they discuss more about how Howard's insights can revolutionize the way you think about building relationships and driving results.Howard's approach to generosity works like venture capital. Invest in ten people knowing most won't return much, but one relationship will pay off massively and make everything worthwhile. You'll learn about the genius contact trick everyone's stealing, why words like "training" versus "developing" actually matter more than you think, and why most people need to be reminded more than instructed.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

May 29, 202527 min

Ep 42: AI & Customer Experience

Sure, you can make an action figure of yourself with AI. But while everyone's playing with chat prompts and generating funny images, some companies are using AI to free up millions of dollars sitting in warehouses.The future is already here - it's just not evenly distributed. At this point, AI has stopped being "optional" for customer experience. Scott breaks down five operational areas where AI isn't just impressive, it's profitable: from Chick-fil-A's system that predicts sandwich demand every eight minutes to smart mirrors that map your body for perfect outfit fitting.This isn't about which prompt gets the best response. It's about forecasting demand, personalizing at scale, and detecting threats before they cost you. Because while you're deciding whether AI matters, your competitors are already using it to create raving fans. Don't hop on board when it's too late. Right now, AI can be the nitrous oxide for the customer experience engine you already have.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.

May 15, 202527 min

Ep 41: Debriefing the Jim Huling Episode

Ever have a conversation that keeps replaying in your mind weeks after it happened? That's how it felt after talking with Jim Huling in Episode 37.In this episode, Scott and Caitlin dig deeper into the "fiery nuggets" Jim dropped during their discussion. They challenge the false dichotomy between profit and purpose, unpacking why leaders who start with purpose ultimately achieve greater sustainable results than those fixated on quarterly numbers.Most compelling is Jim's observation that "there are high trust teams who don't have high execution, but there are no high execution teams who aren't high trust." This single insight explains why the "soft stuff" isn't actually soft at all -- it's the essential foundation for operational excellence.Whether you've heard the conversation with Jim in Episode 37 yet or not, this discussion might make you rethink what really drives legendary results.----------P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com----------Sign up for our newsletter, and find more info on how we are building legendary brands at: www.SwozConsulting.com Hosted on Ausha. See ausha.co/privacy-policy for more information.