Jon Pierre Francia: The Go-To-Market Strategy Behind Life Cider’s Retail Breakthrough
Release Date: 02/11/2026
Lincoln Haycock: AI Won’t Save Healthcare Until This One Problem Is Fixed
Go To Market
Did you know consumers are often making high-stakes healthcare decisions without knowing the cost upfront? This episode explores why that’s still the case and what needs to change. In this episode of the Go-To-Market Podcast, host Amy Osmond Cook sits down with Lincoln Haycock to discuss one of the most frustrating—and expensive—systems in the world: American healthcare. The U.S. spends nearly 18% of GDP on healthcare yet outcomes remain inconsistent, and life expectancy hasn’t improved at the pace you’d expect. Why? Because data is siloed, pricing is opaque, incentives reward...
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Jake Fackrell: AI Won’t Fix Healthcare. But It Will Expose What’s Broken
Go To Market
What happens when an entrepreneur who built businesses around structuring messy, unstructured data turns his attention to healthcare? You don’t get incremental change. You get a complete reimagining of how money moves through the system. In this episode of the Go-To-Market Podcast, host Amy Osmond Cook sits down with Jake Fackrell, COO at Savvos Health, for a conversation that challenges one of the most entrenched—and broken—systems in the U.S. economy: healthcare payments. Jake shares how his early ventures by structuring raw real estate data and building near real-time obituary and...
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David Carlebach: The Hidden Currency of Revenue: Credibility
Go To Market
In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with David Carlebach, COO & Head of Business Services at World Trade Center Utah, for a conversation that reframes how revenue leaders should think about growth beyond borders, beyond pipeline, and beyond traditional GTM strategy. From launching his own ventures, advising global companies as a consultant in Germany, to bringing Goldman Sachs to Utah and later leading operations across Asia, each chapter built a different lens on growth. Now, at World Trade Center Utah, David is...
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Jonathan Kvarfordt: The One AI Question That Separates Winners From Everyone Else
Go To Market
In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with Jonathan Kvarfordt — known as "Coach K" — VP of GTM Strategy & Marketing at Momentum (now part of Salesforce), founder of the GTM AI Academy, and one of the most credible AI practitioners in the revenue space today. Jonathan was one of the earliest voices sounding the alarm that AI would reshape GTM — long before ChatGPT made it fashionable. He faced ridicule. Now those same critics are calling him for help. In this conversation, Jonathan shares what separates teams...
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Michelle Seger: The Real ROI of AI? Better Thinking, Not Faster Work
Go To Market
In this episode of the Go-To-Market Podcast, host Amy Cook (CMO & Co-Founder, Fullcast) sits down with Michelle Seger, Chief Operating Officer at Sales Globe. Michelle's extensive background in global consulting, entrepreneurship, and executive leadership gives her a practical perspective on operational excellence, organizational change, and AI adoption. From her early days in change management at Accenture to building an entrepreneurial business importing Italian ceramics (and negotiating contracts in French), Michelle brings a rare perspective on what it really takes to stay relevant in...
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Jacob Andra: AI Is NOT the Ozempic of Business: The Truth About AI Efficiency
Go To Market
Is your business falling for the biggest myth in AI right now? In this episode of the Go-To-Market Podcast, Dr. Amy Cook, CMO and Co-Founder of Fullcast, talks with Jacob Andra, CEO of Talbot West, about what AI can and cannot do for your business. His take? AI is not the Ozempic of business efficiency. Real AI transformation requires strategy, data readiness, change management, and a clear-eyed understanding of what these tools actually do. In this episode, you'll discover: Why most AI advice you're getting is dangerously biased What "magical thinking" about AI looks like and how to...
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Shamir Duverseau: The Real Reason Your Ads Aren’t Converting
Go To Market
What if the biggest problem in modern marketing isn’t your ads… it’s what happens after someone clicks them? In this episode of the Go-To-Market Podcast, host Amy Cook, Co-Founder and CMO at Fullcast, sits down with Shamir Duverseau, Co-Founder, Managing Director and Chief Strategist at Smart Panda Labs, to challenge one of marketing’s biggest blind spots. Most companies obsess over the click—the ad creative, the targeting, the cost per acquisition. But what happens after the click is often where deals are actually won or lost. Drawing on his experience working with global brands...
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David Homan: From CRM to Connection: Why Most Networking Tech Gets It Wrong
Go To Market
What if trust wasn’t a soft skill… but a measurable strategy? In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Amy Osmond Cook sits down with David Homan, President and Founder of SOAR Connect, to explore a bold idea: what if we could quantify authentic relationships and use that data to drive meaningful action? David’s path to building “connector tech” is anything but traditional. A working classical composer turned international arts philanthropist, he spent 25 years building a powerful global network in New York. After running a private...
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Dan Walter: Why Your Sales Incentive Plan Is Probably Built for the Wrong Role
Go To Market
What if the reason your revenue growth feels harder than it should… isn’t your market, your product, or even your talent but your compensation plan? In this episode of the Go-To-Market podcast, host Amy Cook, CMO and Co-Founder at Fullcast, sits down with self-described “mercenary” of incentive compensation, Dan Walter, to challenge one of the most sacred assumptions in go-to-market strategy: that sales roles, and the way we pay them, are simple. Dan has spent 30+ years designing variable compensation and pay-for-performance systems. He studies comp tech, AI, and incentive design...
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Kris Rudeegraap: The Comeback of Direct Mail in the AI Era
Go To Market
Kris Rudeegraap, co-CEO of Sendoso, didn’t start in software. He started in sales, hustling during the early days of mail merge when 90% email response rates were real (yes, really). But when inboxes became saturated and automation tools exploded, he asked a pivotal question: What’s my competitive advantage now? His answer? Actively listen to what his customers were saying and respond with: –Handwritten notes. –Personalized gifts. For instance, Kris sent swag after hearing a dog bark on a Zoom call. It worked. But it was messy and unscalable. So Kris built the...
info_outlineIn this episode of Go To Market, host Dr. Amy Cook sits down with Jon Pierre Francia, Founder & President of Life Cider, to discuss the health crisis that sparked a fast-growing consumer brand built on real science—not trends.
This conversation exposes why many people don’t have too much stomach acid but too little, how apple cider vinegar can transform digestion and blood sugar response, and what it takes to bring a science-backed product to market at scale.
In this episode, you’ll learn:
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Why antacids failed and what actually fixed Jon Pierre’s decade-long acid reflux
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How apple cider vinegar improves insulin sensitivity and metabolic health
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The pivot that led Life Cider from a kitchen experiment to 242 Walmart stores
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How NFL players became early believers, customers, and investors
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Why paraxanthine (not caffeine) powers Life Cider X with no jitters or crash
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Founder advice on building a “killer product” and raising strategic capital
Jon Pierre also shares the deeply personal mission behind Life Cider—shaped by growing up with a diabetic father—and why scaling fast with the right partners matters when the goal is global health impact.
If you care about founder-led brands, real wellness science, or how products actually win in-market, this episode is for you. Check it out!