Hosts Kyle Goldman and Isaiah Ogasawara sit down with Aviad Eilam, VP of Growth & Strategy at Particle, to unpack what it takes to create demand in a market that doesn't know it needs you. In this case, selling skincare to men who don't buy skincare.

Aviad shares how Particle grew by focusing on older, often-overlooked demographics, why most men are problem unaware, and what makes fear and identity so persuasive in ad creative.

They also explore how Aviad's background in linguistics shapes his approach to marketing, why Particle's team has embraced AI to scale creative testing and content production, and how they're measuring success across Meta, Google, and linear TV.

If you've ever tried to educate a market or persuade skeptics to buy, you'll want to listen to this.