The Unconventional Path: Entrepreneurship and Innovation Stories and Ideas.

Hosted by Bela Musits

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Jun 2026

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Explore how to build and grow your business in today’s global marketplace. In each episode, we try to capture and share the essence of how interesting people often take unconventional paths to build their business, some of whom succeed, some who do not. The hosts for this podcast series are Bela Musits, former business school professor, venture capitalist, and entrepreneur based in upstate New York, and Mike Wasserman, professor of international management at the University of Applied Sciences in Münster, Germany.

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June 11, 2026Episode 19416 min

EP-194 Beyond the Hospital Boardroom: Leadership Lessons with Retired CEO Dave Kruczlincki Re -Issue

Welcome back to The Unconventional Path, where we explore the unique stories of entrepreneurship, innovation, and leadership. In this special reissue from our archives, hosts Bela Musits and Mike Wasserman sit down with Dave Kruczlincki, the retired CEO of Glens Falls Hospital. Dave shares a masterclass in navigating the complex world of healthcare leadership, reflecting on a career that spanned nearly 35 years.Running a large community hospital is a balancing act of immense proportions. Dave discusses the "tugging forces" a CEO must manage daily, including strict regulators, dedicated physicians, thousands of employees, and the expectations of the patients and the local community. He provides a behind-the-scenes look at the strategic decision-making process, explaining that there is no simple formula or algorithm for determining which services to provide. Instead, leadership requires a blend of rigorous analytical viewpoints—looking at financial performance, fundraising opportunities, and substitute services—and subjective analysis conducted alongside a community board.A significant portion of the conversation focuses on the "unconventional" nature of Dave's own career path. Far from a linear progression, his journey was a constant process of learning fueled by fortitude and "more than a little bit of good luck". Dave recounts starting as the first-ever director of personnel at Saratoga Hospital—a role he admits he initially knew nothing about—before moving into management engineering at Glens Falls. These early roles allowed him to study the "flow" of a hospital, from the ER to inpatient units, providing a foundational education in organizational throughput.He also shares the invaluable experience of serving as the CEO of a small rural facility, which he describes as a "microscopic laboratory" for leadership. Whether discussing the difficult decisions behind "rationing" services like pain management or patient transportation, or the importance of staying committed to hard work, Dave’s insights are essential for any aspiring leader or business professional.Connect with The Unconventional Path:Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeSEO Search Terms: Healthcare Leadership, Hospital CEO Interview, Glens Falls Hospital, Strategic Decision Making, Career Path Stories, Management Engineering, Community Hospital Challenges, Organizational Culture, The Unconventional Path Podcast, Leadership Lessons.

June 4, 2026Episode 19342 min

EP-193: Mastering High-Impact Communications Strategies for SMB Growth with Joshua Altman

In this episode of The Unconventional Path: Entrepreneurship and Innovation Stories and Ideas, hosts Bela Musits and Mike Wasserman dive deep into a powerful yet often overlooked strategy for small to medium-sized businesses (SMBs): fractional communications. While many entrepreneurs are familiar with the concept of a fractional CFO or HR firm, the idea of a fractional Chief Communications Officer (CCO) is a game-changer for companies looking to scale efficiently and manage their reputation with precision.Our guest, Joshua Altman, shares his journey of starting and running a fractional communications business designed specifically for SMBs. For businesses that may not have the budget or the need for a full-time marketing executive, a fractional CCO provides high-level expertise to shape perception and build long-term trust with stakeholders. Joshua explains that his role goes beyond traditional branding or marketing; he takes an integrated, big-picture view of how a company’s messaging impacts its growth and stakeholder confidence.Throughout the interview, we explore:The Fractional Advantage: Joshua discusses how hiring a part-time expert can be significantly more cost-effective than a full-time marketing hire while delivering measurable, high-level results.The Story-Narrative-Brand Framework: Learn Joshua's specific process for helping businesses discover what they truly want to communicate. He breaks down the critical differences between a company’s story (the facts), its narrative (how it answers market questions), and its brand (the tangible elements like websites and marketing materials).Innovating with Novel Products: For companies launching entirely new products that the public doesn't yet understand, Joshua stresses the importance of involving a communications team early in the product development roadmap. He discusses how to lay the groundwork months in advance to educate potential customers and shape their purchasing decisions.Offloading Communication Tasks: Many SMB presidents or VPs of operations find themselves handling communication by "happenstance" because there is no dedicated staff. Joshua explains how his firm steps in to take these critical tasks off their hands, allowing leadership to focus on their primary roles of running the business.If you are a business owner looking for innovative ways to manage your messaging and improve your communication process in a measurable way, this conversation is packed with actionable advice on how to use communications as a strategic tool for success.Connect with The Unconventional Path:Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeSEO Search Terms: Fractional Chief Communications Officer, SMB growth strategies, entrepreneurship podcast, fractional CCO vs CMO, small business branding, communications strategy for startups, market penetration for SMBs, cost-effective marketing, building stakeholder trust, business narrative framework, product development roadmap, Bela Musits, Mike Wasserman, Joshua Altman, The Unconventional Path podcast.

May 28, 2026Episode 19255 min

EP-192 Building a Value-Driven Brand: Nicole Snow founder of Darn Good Yarn (re-issue)

Welcome back to another episode of The Unconventional Path. In this special reissue from our archives, hosts Bela Musits and Mike Wasserman dive deep into the inspiring story of an entrepreneur who turned a passion for crafting into a global e-commerce success.Our guest today is Nicole Snow, the visionary founder of Darn Good Yarn. While many might assume the company is strictly about selling yarn, Nicole reveals how she has grown a multifaceted retail e-commerce business that serves a $44 billion crafting industry. Surprisingly, more than 70% of her revenue now comes from clothing and apparel, alongside a thriving subscription model with over 13,000 monthly members in her yarn club.In this interview, we explore the "human touch" required to build a brand from the ground up. Nicole shares her insights on the grit needed to manage complex international supply chains and the beauty of small business, where job roles often morph into robust, high-impact careers.Key topics discussed in this episode include:Building Community and Trust: Learn how Nicole leveraged these two core values to create a sustainable business model that remains resilient against changing trends and competition.The Power of Subscriptions: Discover how Darn Good Yarn uses a subscription-based model to simplify choices for customers and build long-term loyalty.Scaling a Small Business: Nicole discusses the evolution of her team and how hiring value-driven people allows a company to grow while maintaining its soul.Sustainable Success: Insights into creating a long-lasting business that identifies with the needs of everyday entrepreneurs.Connect with The Unconventional Path:Email: bela.and.mike@gmail.comListen on: iTunes, Spotify, Stitcher, Amazon, and other major platforms.SEO Search Terms:Entrepreneurship, Small Business Growth, E-commerce Success, Sustainable Business Models, Building Brand Community, Darn Good Yarn, Nicole Snow, Value-Driven Business, Subscription Model Strategy, Supply Chain Management, Unconventional Career Paths, Crafting Industry Trends, Bela Musits, Mike Wasserman, Women in Business.

May 21, 2026Episode 18359 min

EP-191: Google X Founding Member: Tom Chi on Rapid Prototyping and the Art of Learning

Welcome to The Unconventional Path: Entrepreneurship and Innovation Stories and Ideas. In this episode, hosts Bela Musits and Mike Wasserman sit down with a truly deep thinker: Tom Chi. As a founding member of Google X, Tom has spent his career at the intersection of high-stakes technology and profound creative philosophy.When asked the common social question, "What do you do?", Tom doesn't lead with his work on Google Glass or self-driving cars. Instead, he identifies as an artist. With a professional background in songwriting, painting, and graphic design, Tom views any discipline approached with a deep sense of care and craft as reaching the level of artistry. For Tom, this introduction is a litmus test; it filters out "career climbers" and invites genuine connections with people who value mastery and discipline.One of the most compelling parts of the conversation focuses on how we learn. Tom argues that every human is a "genius" between the ages of zero and five. During this window, children learn to coordinate their bodies and master multiple languages with almost zero feeling of effort.Tom teaches that this intrinsic ability is often "trained out of us" as we grow. To illustrate this, he compares a baby learning to walk to a corporate professional. When a baby falls, they might cry for a moment, but they immediately get back up and try again. They don't stop for a postmortem analysis or hold a series of staff meetings to analyze the "failure".Drawing from his experience in rapid product development and rapid prototyping, Tom explains that his high-level consulting is essentially teaching adults how to learn like five-year-olds again. The secret lies in removing the emotional and psychic weight we attach to the word "failure". By stripping away the trauma of falling down in one's career and focusing on fast experimentation, we can return to a state of effortless learning and innovation.Join Bela and Mike for this fascinating dive into the mind of one of the world's most innovative thinkers and learn how to unlock your own unconventional path to success.Connect with The Unconventional Path:Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeTom Chi Google X, rapid prototyping, rapid product development, entrepreneurship and innovation, The Unconventional Path podcast, Bela Musits, Mike Wasserman, learning from failure, growth mindset, innovation strategy, Google X founding member, creativity in business, leadership and artistry, fast experimentation, executive coaching.Beyond the Resume: Tom Chi as an ArtistReclaiming Your Childhood GeniusRapid Prototyping and Fast ExperimentationSEO Search Terms

May 14, 2026Episode 19036 min

EP-190: Cultivating Curiosity for High-Performance Leadership with Deborah Clary

In this episode of The Unconventional Path, hosts Bela Musits and Mike Wasserman sit down with Deborah Clary, a renowned leadership strategist, executive coach, and author of The Curiosity Curve. Deborah shares her profound insights into how curiosity—often dismissed as a childhood trait—is actually a critical state that drives organizational performance and engagement.Deborah’s journey into the power of curiosity began during her three decades in the corporate world, where she noticed a stark decline in engagement and productivity. Her research confirmed a direct link between curiosity and performance, leading her to develop frameworks that help leaders transition from a "know-it-all" to a "learn-it-all" mindset.During the conversation, Deborah breaks down the four essential factors of curiosity: exploration, inspirational creativity, openness to new ideas, and focused engagement. She emphasizes that while exploration is vital, it must be balanced with action to avoid becoming a distraction. Leaders learn how to find their place on the "curiosity curve" to ensure their teams are aligned, asking the right questions, and executing strategy effectively.Whether you are a CEO leading a large team or an entrepreneur looking to innovate, this episode provides actionable advice on how to foster a growth mindset and use curiosity as a competitive advantage.In This Episode, You Will Learn:Why curiosity is a state that can be learned, not just a fixed trait.The relationship between high curiosity and improved corporate performance.How to shift from making statements to asking powerful questions as a leader.The four pillars of the Curiosity Curve: Exploration, Creativity, Openness, and Engagement.Strategies for aligning executive teams through better inquiry and counsel.Why the best answer a leader can give is often, "I don't know, but let's explore it together".About Deborah Clary: Deborah Clary is an executive coach and leadership strategist dedicated to improving organizational health through the lens of curiosity. With over 30 years of experience navigating complex corporate systems, she helps high-level executives align their teams and drive results by fostering a culture of continuous learning.Connect with The Unconventional Path:Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeSEO Search Terms:Leadership curiosity, executive coaching, Deborah Clary, The Curiosity Curve, organizational performance, growth mindset for leaders, high-performance teams, entrepreneurship innovation, leadership strategy, corporate engagement, learn-it-all mindset, unconventional path podcast, team alignment, executive leadership tips.

April 30, 2026Episode 18954 min

EP-189: Innovation on the EMS Front Lines: Dustin Talacko on Modernizing Emergency Services

Welcome to another episode of The Unconventional Path, where we explore the intersection of entrepreneurship, innovation, and real-world impact. In this episode, hosts Bela Musits and Mike Wasserman sit down with Dustin Talacko, a dedicated paramedic and firefighter who is bringing an entrepreneurial mindset to the world of emergency services.Dustin’s journey is a powerful example of how passion for a profession can lead to innovative solutions that save time, resources, and potentially lives. As a first responder, Dustin identified critical gaps in the equipment and processes used on the front lines and decided to take action by developing his own solutions.The conversation dives deep into the unique challenges faced by emergency personnel today. Dustin discusses the mental and physical demands of being a firefighter and paramedic, emphasizing the importance of efficiency when every second counts. He shares his transition from identifying a problem in the field to creating a tangible product—a journey that many entrepreneurs will find relatable.Dustin and the hosts explore the process of "boots-on-the-ground" innovation. Key topics include:Identifying the Need: How being an end-user of emergency equipment provided Dustin with the ultimate research and development environment.The Prototype Phase: The hurdles of moving from a concept to a functional tool that can withstand the rigorous conditions of fire and rescue operations.Streamlining Emergency Response: A look at how small changes in equipment design can lead to significant improvements in response times and provider safety.Beyond his specific invention, Dustin talks about the broader need for modernization in public safety. He highlights the often-slow adoption of new technology in government-funded sectors and why it is crucial for active first responders to lead the charge in innovation. His story serves as a call to action for others in "non-traditional" entrepreneurial fields to look for ways to improve their industries from within.Bela and Mike discuss with Dustin the common threads between public service and entrepreneurship: resilience, problem-solving, and a commitment to the mission. Whether you are in tech, retail, or emergency services, the drive to "remake" a process for the better is a universal trait of the unconventional path.Tune in to hear Dustin Talacko’s inspiring story of service, ingenuity, and the drive to make a difference.Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeEmergency services innovationFirefighter entrepreneurshipParamedic equipment designFirst responder technologyPublic safety startupsModernizing EMSDustin Talacko interviewThe Unconventional Path podcastBela Musits and Mike WassermanEntrepreneurship in public serviceProduct development for first respondersFire and rescue technology trendsFrom First Responder to InnovatorSolving Real-World ProblemsThe Future of Public Safety TechnologyLessons for Serial EntrepreneursConnect with the Show:SEO Search Terms

April 16, 2026Episode 18845 min

EP-188 Re-Issue Mastering Digital Age Entrepreneurship with Brant Cooper

In this episode of The Unconventional Path: Entrepreneurship and Innovation Stories and Ideas, hosts Bela Musits and Mike Wasserman sit down with New York Times best-selling author and innovation expert Brant Cooper. As the CEO and founder of Moves the Needle, Brant has spent over 25 years helping startups and large enterprises navigate the shift from Industrial Age mindsets to Digital Age opportunities.The conversation begins by exploring the evolution of the "lean" concept—from its origins in 1990s lean manufacturing to the modern Lean Entrepreneur. Brant explains his core mission: teaching large, established organizations how to reclaim their entrepreneurial spirit and structure work effectively for the modern era.A central theme of the episode is the stark contrast between the Industrial Age and the Digital Age. Brant uses Henry Ford’s assembly line as a metaphor for traditional management, where efficiency was found in repetition and rigid hierarchy. In that era, the "white collar" side of business was simply an extension of this assembly line.Today, however, the world is "completely upside down." With endless options and power in the hands of the consumer, information now resides on the "edges" of a company rather than at the center. Brant argues that companies still using top-down, command-and-control management are too slow and disconnected from their customers. To thrive, organizations must embrace an "age of agile," decentralize decision-making, and create new communication flows.The hosts and guest also discuss the common hurdles to organizational change. Brant addresses the frequent objection that teams "don't have time" for what he calls exploration work—the process of finding answers when faced with uncertainty. He challenges leadership to integrate learning and exploration into daily routines to actually make execution work more efficient.Finally, the group reflects on the communication challenges that arise as a company grows. What starts as a simple "lunch table" communication culture in a small startup must evolve into a structured, two-way flow of information as the organization scales.Tune in to learn how to move your organization toward a more customer-focused, agile, and entrepreneurial future.About Our Guest: Brant Cooper is the author of The Lean Entrepreneur and a trusted advisor to global enterprises. You can find more of his work and insights at brantcooper.com.Connect With UsOur podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeSuggested SEO Keywords: Lean Entrepreneur, Lean Startup, Brant Cooper, Digital Transformation, Agile Management, Entrepreneurship Podcast, Innovation Strategy, Moves the Needle, Industrial Age vs Digital Age, Decentralized Decision Making, Bela Musits, Mike Wasserman.

April 2, 2026Episode 18754 min

EP-187: From Rocket Science to PEMF: Mark Fox on Innovation and Energy Therapy

Welcome to another episode of The Unconventional Path, where we explore extraordinary stories of entrepreneurship and innovation. In this episode, hosts Bela Musits and Mike Wasserman sit down with Mark Fox, a serial entrepreneur whose career journey is as fascinating as it is diverse.Mark Fox isn't your average business owner; he is a former NASA rocket scientist and aerospace engineer who left a secure career to venture into the world of startups. From managing a women’s clothing company to his current role as an innovator in the health and wellness space, Mark’s story is a prime example of how one can successfully "remake" themselves multiple times.In this interview, Mark shares the "wild" story of how he transitioned into the world of Energy Therapy devices. Surprisingly, his journey didn't start in a lab, but with his dog. After a veterinarian told him there was nothing to be done for his dog’s severe arthritis, Mark was introduced to a "magic machine" that claimed to reverse the condition. Despite his initial skepticism as a scientist—viewing it as "voodoo stuff"—the results were undeniable.Mark breaks down the science behind Pulsed Electromagnetic Field (PEMF) therapy in simple terms. He describes it as the "Earth's heartbeat," a natural energy frequency that originates from lightning bolts echoing off the ionosphere.Key takeaways from the discussion on PEMF include:Energy Exchange: Mark explains that everything in the world is an energy exchange, and PEMF is simply a convenient way to transfer that energy to the body.Recharging Your Cells: Much like a car battery, your cells hold an electrical charge. When this charge is low, nutrients can't enter the cell and waste can't leave. PEMF therapy is proven to recharge these "cell batteries".Boosting ATP: This technology can increase ATP (Adenosine Triphosphate)—the primary fuel for your cells—by up to 500%, allowing the body to heal itself more effectively.One of the greatest challenges Mark faces is educating a public that is largely unaware of this technology. While PEMF is widely recognized and used in the equestrian world for horse therapy, only about one in twenty people are familiar with its benefits for humans.Mark’s philosophy of "Relief before Reason" prioritizes results over complex technical explanations. As a rocket scientist, he notes that while we have theories for how things like aspirin work, we often value the relief they provide more than the proven mechanism.Tune in to hear Mark Fox discuss the challenges of building a business around a product that requires customer education and why he chose to focus on portable PEMF devices that allow for "therapy on the go".Subscribe to The Unconventional Path for more stories of innovation and entrepreneurial grit! Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeDiscovering PEMF TherapyWhat is PEMF?Innovation and EducationConnect with the Show:

March 19, 2026Episode 1861 hr 7 min

EP-186 Re-Issue: Mastering Leadership Skills with Improvisation Techniques - Kat Koppett

Welcome to another episode of The Unconventional Path, where hosts Bela Musits and Mike Wasserman explore the unique journeys of entrepreneurs and innovators. In this episode, we sit down with Kat Koppett, the founder of Koppett and the Mopco Improv Theatre. Kat has successfully merged her background in theatre with organizational development, creating a unique business model that helps leaders and teams expand their performance range.The Intersection of Improv and LeadershipKat Koppett’s journey is the definition of an unconventional path. Starting as a theatre major with dreams of Broadway, Kat discovered a powerful connection between the skills used in improvisational theatre and those required for effective leadership and management. Today, she operates two distinct but deeply connected businesses:Mopco Improv Theatre: A professional improvisational theatre company dedicated to the art of performance.Koppett: An applied improvisation and organizational development company that takes improv techniques off the stage and into the boardroom.Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeBy using "applied improvisation," Kat helps professionals improve their awareness and communication skills on "any stage that isn't a literal stage". Her work demonstrates how taking a core passion and applying it to different business models can lead to a fulfilling and sustainable career.From New York to California and BackKat’s personal history is as varied as her professional one. Born in New York City, she moved to Palo Alto, California, at age eight before eventually returning to New York for college and graduate school. She shares how living in major metropolitan hubs like the San Francisco Bay Area and New York City shaped her worldview, but it was moving to Upstate New York that truly opened her eyes to the diversity of the world. This perspective has fueled her curiosity and broadened her approach to business and life.A Legacy of Creativity and PassionThe daughter of a legendary sports writer for the New York Times, Kat grew up surrounded by theater, museums, and culture. Her father, who holds the rare distinction of being in both the baseball and basketball halls of fame, taught her the importance of doing what you love. This philosophy is at the heart of Kat’s success, as she continues to help organizations worldwide find their own "creative spark" through the principles of improv.Connect With Us

March 5, 2026Episode 18547 min

EP-185 Crucial Digital Marketing Strategies for Small Businesses with Vi Wickham

In this episode of The Unconventional Path, hosts Bela Musits and Mike Wasserman sit down with Vi Wickham, the founder of Wizard of Ads Online, to discuss how small to medium-sized businesses can navigate the complex world of digital marketing. Vai is not only a digital marketing expert and web developer but also a five-time Colorado state fiddling champion, bringing a unique, creative perspective to entrepreneurship and innovation.The transition from traditional advertising—like the local newspaper and Yellow Pages—to the digital age has created a complex environment for modern entrepreneurs. Vi simplifies this landscape by breaking down the three foundational "layers" every business owner needs to establish a credible and searchable online presence.The Website as Your Home Base: Why your website is the foundation of your online reputation and why it must communicate your purpose clearly without using "insider language" or "techno mumbo jumbo".+1The "Grandfather Test" for Business: Bela and Vi discuss the strategic importance of being able to explain your business so simply that even your grandfather would understand it.Local Search Marketing: How to use local search submissions to provide "proof" to Google that your business is a real entity deserving of a high rank in your specific town.+1The "500-Pound Gorilla" of Search: Why the Google Business Profile is the most critical third-party site for local businesses and how it controls over 90% of search traffic.Navigating Secondary Platforms: A look at the next tier of digital reputation management, including Facebook, Yelp, Bing, and the emerging challenges of Apple’s business tools.Strategy vs. Wordsmithing: Understanding the difference between knowing your core message and the creative process of picking the right words to attract the customers you want—and repel the ones you don't.Vi Wickham is a web developer, digital marketer, and the founder of Wizard of Ads Online, where he helps companies establish and implement effective digital marketing strategies. He is also a celebrated musician, holding five state fiddling titles and three national runner-up titles.Our podcast is now available on YouTube. Simply search for "The Unconventional Path" to subscribe and never miss an episode.We're always on the lookout for interesting guests to feature on our show. If you know someone who has an inspiring story, unique perspective, or valuable expertise to share, please let us know. We're eager to connect with potential guests who can bring fresh insights and engaging conversations to our audience.We also love hearing from our listeners! Your questions, comments, and suggestions are incredibly valuable to us. Send us an email at bela.and.mike@gmail.com with your thoughts, and we'll do our best to address them in a future episode. Whether you have a question about a specific topic, feedback on a recent episode, or ideas for future content, we want to hear from you. Your engagement helps us shape the show and deliver content that resonates with our listeners.Thanks for listening,Bela and MikeIn This Episode, You’ll Discover:About the Guest:Connect with the Show: