Why to the Way

Sarah Potter Jeanneault is a growth strategist, published author, and fintech founder with two successful exits. With a career rooted in marketing, product, community building, and digital transformation, she helps organizations scale with clarity, efficiency, and long-term resilience.She has been featured on Forbes, CNBC, Bloomberg, and Yahoo Finance, sharing insights on growth leadership, customer experience, and the emerging Hybrid Human Era—a new stage of business where human expertise and AI systems work in partnership to deliver superior customer and employee outcomes.Throughout her career, Sarah has led the design and execution of scalable acquisition strategies, driven growth across the wealth and fintech sectors, and guided cross-functional teams to deliver transformative results. She brings a powerful combination of digital and product marketing expertise, performance analytics, and creative brand storytelling that resonates across channels and markets.Today, Sarah focuses on helping organizations operationalize AI in a way that elevates—not replaces—human potential. Through her work with Procedureflow, she highlights that knowledge governance is the backbone of any customer service or support strategy. In a world of AI chatbots, hybrid human–AI systems, and frontline teams, consistent, accessible, and accurate knowledge is what ensures predictable, high-quality customer experiences. Procedureflow provides the blueprint for operational excellence in this new Hybrid Human Era.Beyond her professional accomplishments, Sarah is an entrepreneur at heart and a leader who has also held executive roles in large organizations—giving her a rare dual perspective on how both startups and enterprises grow, adapt, and scale. She believes the only difference between a dream and a goal is a timeline, and that risk is essential to progress. As she often says, “The word ‘no’ is only two letters—we shouldn’t be afraid to try something new or take bold steps in our careers.”Sarah is passionate about encouraging people not to stay stuck or unhappy, but to pursue paths that create challenge, growth, and joy. She brings this philosophy into every stage of her leadership and into every audience she speaks to.Whether driving transformation, optimizing operations, or scaling revenue engines, Sarah is committed to building organizations and people that grow with intention, courage, and a long-term perspective.

Heather McPherson is the founder of Twisted Spur Media, a podcast production and growth agency she built from the ground up after a career in marketing taught her one undeniable truth: the most compelling stories aren't in the campaigns. They're in the conversations.A entrepreneur at heart, Heather turned that insight into an agency that manages the full lifecycle of a podcast — production, editing, guest booking, host and guest coaching, and long-term growth strategy. She thinks about podcasting the way a marketer does: every episode should serve a purpose, build trust, and keep listeners coming back.When she's not helping podcasters grow their shows, she's having the kind of conversations she's always believed matter most — right here on the mic.