EP 287 – Permission, Structure, and Social Media Success with Sam Toles
Release Date: 08/26/2025
EP 314 - Believing Is Seeing (Edge of the Napkin Series #12)
Paper Napkin Wisdom
There’s a phrase we’ve all inherited without ever asking whether it serves us: “I’ll believe it when I see it.” It sounds reasonable. It sounds mature. It sounds like the responsible stance of someone who has been around long enough to be cautious. But anyone who has ever built something meaningful — a business, a team, a movement, or even a new version of themselves — knows the truth beneath that old saying: “Seeing” has never created belief. Belief is what creates the ability to see. That’s the heart of today’s napkin thought:...
info_outline
EP 313 - Listening & Learning with Shivani Dhamija
Paper Napkin Wisdom
In this episode of Paper Napkin Wisdom, Govindh Jayaraman sits down with Shivani Dhamija, founder of Shivani’s Kitchen — a culinary brand rooted in authentic Indian flavors and fueled by a passion for empowering others through food. From her humble beginnings selling spice blends and sauces at local markets in Nova Scotia to building a thriving food-manufacturing business, Shivani’s journey is as flavorful as her recipes. At the heart of her success lies a simple napkin message: “Listening & learning.” Two small words that capture a massive truth about...
info_outline
EP 312 - Build for Value — Not for the Hype: How some AI Companies are Winning, and others aren't (Edge of the Napkin #11)
Paper Napkin Wisdom
Edge of the Napkin #11 There’s a feeling that sweeps through every era of innovation — that electrifying sense of this is it. The next big wave. The one that’s going to change everything. In this episode of Edge of the Napkin, Govindh Jayaraman dives into what happens when high-expectation innovation collides with reality — when the future we bet on becomes today’s proving ground. The AI boom, once the unstoppable tide lifting every boat in sight, is now pulling back. Markets are correcting. The water is getting choppy. And what’s being revealed isn’t failure — it’s truth....
info_outline
EP 311 - Dr. Jenny Hoffmann: Open Up! Lead with Curiosity, Empathy, and Connection
Paper Napkin Wisdom
Today on Paper Napkin Wisdom, we welcome Dr. Jenny Hoffmann, a leader in health-tech innovation who currently serves as Executive Director at the New England Medical Innovation Center (NEMIC). With a rich background in healthcare strategy and technology deployment, Jenny has spent her career bridging clinical insight with entrepreneurial energy, helping organizations turn innovative ideas into meaningful patient-outcomes. In this episode, we dive deep into how leaders can lean into vulnerability, curiosity, empathy and connection — the key themes captured on her paper...
info_outline
EP 310 - Make Believe: The Stories Entrepreneurs Tell Themselves (Edge of the Napkin #10)
Paper Napkin Wisdom
Make Believe: The Stories Entrepreneurs Tell Themselves (Edge of the Napkin #10) Every entrepreneur lives inside a story — the question is, who’s writing yours? If you’ve ever had a morning where nothing goes right — you stub your toe, drop your keys, spill coffee on your white shirt before 8 a.m. — you know the script that starts to play in your mind: “It’s gonna be one of those days.” And somehow, it is. Everything that follows seems to prove the story true. But the opposite happens too. You walk out the door feeling light, ...
info_outline
EP 309 - Jon Rosemberg — Survival Is Instinct, Thriving Is a Choice
Paper Napkin Wisdom
When you meet Jon Rosemberg, you immediately sense two things — depth and discipline. He’s a behavioral scientist, author, and executive coach who has spent years exploring how we, as humans, can move beyond mere survival into a state of thriving. His work combines neuroscience, psychology, and lived experience, and it’s reflected powerfully in his new book, A Guide to Thriving: The Science Behind Breaking Old Patterns, Reclaiming Your Agency, and Finding Meaning. On his paper napkin, Jon wrote just seven words: “Survival is instinct, thriving is a choice.” At...
info_outline
EP 308 - Flexibility Is the Only True Hedge – Edge of the Napkin #9
Paper Napkin Wisdom
In a world where volatility has become the norm — prices swing, markets shake, politics polarize, and technology rewrites the rules daily — one question stands out for leaders, entrepreneurs, and anyone simply trying to navigate life: How do we hedge against uncertainty? Not with gold. Not with cash. Not with control. But with flexibility. That’s the essence of this week’s Edge of the Napkin. On my napkin, a single word runs across the center: RISK. Below it — Rigidity → Fragility. Above it — Flexibility →...
info_outline
EP 307 - Simone Kelly - Build a Business You Love (But Not Your Hobby)
Paper Napkin Wisdom
When Simone Kelly first began helping families navigate the complexities of senior care, she didn’t just build a company—she built a movement. As the founder and CEO of Seniornicity, Simone’s mission is rooted in empathy, connection, and empowerment. Her company bridges the gap between older adults, families, and trusted care providers, making it easier for people to age well, together. But the napkin she brought to Paper Napkin Wisdom goes deeper than business strategy—it’s about protecting your passion and preserving your peace. “Build a business that you love,...
info_outline
EP 306 - HOW? The Freedom to Create the Future - Edge of the Napkin #8
Paper Napkin Wisdom
Sometimes, the smallest words hold the biggest weight. In this episode of Edge of the Napkin, Govindh Jayaraman dives deep into one of the most overused — and misunderstood — words in leadership: “How.” We use it constantly. We think it’s helpful. But as Govindh reveals, how can be both the key to progress — and the invisible wall that keeps us from growing. We say things like: “That’s not how it’s done.” “That’s not how we do things here.” “Let me show you how I want that done.” “We tried that how before...
info_outline
EP 305 - Solve a Real Problem. Make It Beautiful. Care Like Hell. - With Nancy Johnston
Paper Napkin Wisdom
When you meet Nancy Johnston, you can immediately sense the combination of depth and purpose behind everything she touches. She’s the founder and CEO of Truuce, a company built around reimagining human connection, well-being, and design in the modern world. Her leadership bridges the emotional and the practical — weaving care, creativity, and clarity into every solution she creates. In this episode of Paper Napkin Wisdom, Nancy shares a simple but transformative philosophy written on her napkin: “Solve a real problem. Make it beautiful. Care like...
info_outlineIn this episode of Paper Napkin Wisdom, Govindh Jayaraman welcomes Sam Toles, a digital media pioneer and storyteller with decades of experience building audiences, brands, and communities. Sam is the CEO and co-founder of CiviSocial, a platform designed to transform civic engagement by helping communities and governments create stronger, more transparent conversations online.
Sam’s career has spanned leadership roles at MGM, Vimeo, Bleacher Report, and Warner Bros., and throughout it all he has stayed focused on how creativity, structure, and permission come together to unlock growth. His napkin insight crystallizes this perfectly:
Permission + Structure → Social Media Success
The Power of Permission
In the conversation, Sam reflects on how success in digital media and social platforms doesn’t come from simply telling people what to do — it’s about giving them permission. Staff members, creative teams, and civic leaders need to feel trusted to experiment, share authentically, and make their voices heard.
Without permission, fear creeps in. Staff hold back. Leaders hesitate. Communities stay silent. Sam emphasizes that permission is the spark that allows creativity and innovation to surface.
Why Structure Matters
But permission alone is not enough. Sam underscores that structure is the second half of the equation. Without clear guidelines, roles, and accountability, permission can turn into chaos.
Structure ensures alignment. It gives staff confidence that their creativity is channeled toward a larger goal. For city halls and community organizations — the ones Sam sketched on his napkin — structure provides the scaffolding for consistent, credible, and impactful communication.
From Napkin to Real-World Success
Sam’s napkin shows two simple icons: staff on one side and city hall on the other. Between them lies the formula:
Permission + Structure = Social Media Success
This equation has guided Sam’s work leading teams at major media companies and now at CiviSocial. By combining empowerment with framework, organizations unlock the kind of social media presence that builds connection instead of noise, trust instead of confusion, and engagement instead of apathy.
Five Key Takeaways from Sam Toles
-
Permission Fuels Creativity – Staff thrive when leaders trust them to take risks and contribute ideas.
Take Action: Audit where your team feels they need permission. What barriers can you remove?
-
Structure Enables Consistency – Frameworks and processes ensure creative output aligns with strategy.
Take Action: Define your social media “guardrails” so creativity has direction.
-
Balance is Essential – Too much structure stifles; too little creates chaos. The win is in the balance.
Take Action: Ask your team: “Do you feel more constrained or more lost?” Then adjust.
-
Social Media Success is Collaborative – It’s not just about city hall (leaders) or staff (teams), but the bridge between them.
Take Action: Build cross-functional content teams where leadership and staff co-create.
-
Civic Engagement Needs Both – For communities, permission means inclusion and voice; structure means transparency and accountability.
Take Action: Use Sam’s formula to design your next community engagement initiative.
About Sam Toles
Sam Toles is the co-founder and CEO of CiviSocial, a platform revolutionizing civic engagement by connecting governments, organizations, and communities through modern communication tools. With a career leading digital transformation at MGM, Vimeo, Bleacher Report, and Warner Bros., Sam has consistently helped teams harness creativity within structure to build lasting impact.
Connect with Sam on LinkedIn.