Under The Surface Podcast

Episode Description:
In this episode of Under The Surface, host Paul Zyla sits down with business strategist Becky Amble to unpack one of the biggest leadership challenges today: companies rushing into AI without knowing what problem they’re trying to solve.
 
Becky explains why artificial intelligence should never come before strategy, how leaders can avoid getting lost in the hype, and why assessment, process, and clarity must come first. From real-world examples of automation wins to lessons learned helping companies through growth, turnaround, and transformation, this conversation focuses on the human side of technology adoption.
 
If you’re a business leader trying to understand how AI fits into your organization without disrupting what already works, this episode will help you slow down, ask better questions, and make smarter decisions.
Guest Introduction:
Becky Amble is a business growth strategist and advisor who has spent her career helping companies improve performance, navigate change, and implement technology with purpose. Known for her practical, assessment-driven approach, Becky works with organizations to identify bottlenecks, improve processes, and use tools like AI to support real business goals — not replace them.
Key Takeaways:
AI should support strategy, not replace it.
Leaders must understand their processes before introducing new technology.
Quick wins help teams build confidence in automation.
Change management is often harder than the technology itself.
Human judgment remains the most important part of decision-making.
Growth starts with clarity about what the business is trying to achieve.
Chapter Markers:
0:00 Welcome to Under The Surface
0:40 Introducing Becky Amble
2:10 Why leaders feel pressure to “do AI”
4:00 AI as a tool, not a strategy
6:00 Starting with assessment and business goals
7:30 Finding quick wins and automation opportunities
10:20 Using AI to remove bottlenecks
11:30 Real client example: sales automation
13:00 Following a process instead of chasing tools
15:00 Change management and employee concerns
16:30 Human intelligence vs artificial intelligence
18:30 How jobs will change, not disappear
20:30 Competitive intelligence and AI
24:00 Accuracy, prompts, and data quality
27:30 Governance and leadership responsibility
31:00 Who should lead AI decisions
33:30 Why Becky cares about helping businesses
36:00 The accident story and life mission
38:00 Final leadership reflections
End: Closing remarks
Keywords:
Under The Surface podcast, Paul Zyla, Becky Amble, AI strategy, business leadership, artificial intelligence in business, change management, automation strategy, digital transformation, leadership decisions, business growth strategy, process improvement, executive leadership, AI adoption
Pull Quotes:
“AI is a tool — but if you don’t know what you’re trying to accomplish, it won’t save you.”
 
“Before you add technology, get clear on the business. That’s where real progress starts.”

Episode Description:
In this episode of Under The Surface, host Paul Zyla sits down with business strategist Becky Amble to unpack one of the biggest leadership challenges today: companies rushing into AI without knowing what problem they’re trying to solve.
 
Becky explains why artificial intelligence should never come before strategy, how leaders can avoid getting lost in the hype, and why assessment, process, and clarity must come first. From real-world examples of automation wins to lessons learned helping companies through growth, turnaround, and transformation, this conversation focuses on the human side of technology adoption.
 
If you’re a business leader trying to understand how AI fits into your organization without disrupting what already works, this episode will help you slow down, ask better questions, and make smarter decisions.
Guest Introduction:
Becky Amble is a business growth strategist and advisor who has spent her career helping companies improve performance, navigate change, and implement technology with purpose. Known for her practical, assessment-driven approach, Becky works with organizations to identify bottlenecks, improve processes, and use tools like AI to support real business goals — not replace them.
Key Takeaways:
AI should support strategy, not replace it.
Leaders must understand their processes before introducing new technology.
Quick wins help teams build confidence in automation.
Change management is often harder than the technology itself.
Human judgment remains the most important part of decision-making.
Growth starts with clarity about what the business is trying to achieve.
Chapter Markers:
0:00 Welcome to Under The Surface
0:40 Introducing Becky Amble
2:10 Why leaders feel pressure to “do AI”
4:00 AI as a tool, not a strategy
6:00 Starting with assessment and business goals
7:30 Finding quick wins and automation opportunities
10:20 Using AI to remove bottlenecks
11:30 Real client example: sales automation
13:00 Following a process instead of chasing tools
15:00 Change management and employee concerns
16:30 Human intelligence vs artificial intelligence
18:30 How jobs will change, not disappear
20:30 Competitive intelligence and AI
24:00 Accuracy, prompts, and data quality
27:30 Governance and leadership responsibility
31:00 Who should lead AI decisions
33:30 Why Becky cares about helping businesses
36:00 The accident story and life mission
38:00 Final leadership reflections
End: Closing remarks
Keywords:
Under The Surface podcast, Paul Zyla, Becky Amble, AI strategy, business leadership, artificial intelligence in business, change management, automation strategy, digital transformation, leadership decisions, business growth strategy, process improvement, executive leadership, AI adoption
Pull Quotes:
“AI is a tool — but if you don’t know what you’re trying to accomplish, it won’t save you.”
 
“Before you add technology, get clear on the business. That’s where real progress starts.”

Episode Description:
In this episode of Under The Surface, host Paul Zyla sits down with public relations strategist Kathy Berardi to explore a critical leadership truth: brand is not marketing — it’s trust.
 
Kathy breaks down why brand equals reality, how executive decisions directly shape credibility, and why consistency matters more than ever in an era of mergers, cyber risk, AI disruption, and nonstop headlines. From succession planning done right to the brand damage that follows broken promises, this conversation dives deep into how leaders unintentionally create — or protect — reputation risk.
 
If you're a CEO, founder, board member, or executive navigating change, growth, or uncertainty, this episode will challenge you to rethink brand as a leadership responsibility — not a communications function.
Guest Introduction:
Kathy Berardi is a trusted advisor to executive teams navigating leadership narrative, brand strategy, and market credibility. With over 20 years of experience in public relations and strategic communications — and a background in film storytelling — Kathy helps leaders align what they say with how they show up, ensuring brand promises translate into lasting trust.
Key Takeaways:
Brand equals trust, profit, and reality — not spin.
Leadership behavior either reinforces or undermines brand credibility.
Mergers and succession planning must be communicated transparently to preserve trust.
Consistency during uncertainty builds loyalty more than innovation alone.
Crisis response isn’t about perfection — it’s about transparency and corrective action.
Employees are one of the most important brand audiences, especially during change.
Chapter Markers:
0:00 Welcome to Under The Surface
1:05 Introducing Kathy Berardi
2:15 Why brand equals trust, profit, and reality
5:00 What brand means in B2B relationships
8:00 Storytelling as a leadership strategy
12:00 PR vs. cybersecurity — risk and reputation
17:30 When brand promises and leadership behavior misalign
22:00 AI, data privacy, and trust erosion
27:00 Mergers, culture shifts, and brand disruption
32:00 Succession planning done right
36:30 Leading through uncertainty in 2026
41:00 Crisis communication and reassurance
45:00 Final leadership reflectio
Keywords:
Under The Surface podcast, Paul Zyla, Kathy Berardi, leadership and brand, executive communications, brand trust, crisis communications, reputation management, succession planning strategy, AI and trust, merger communications, corporate culture change, executive leadership podcast, brand strategy
Pull Quotes:
“Brand isn’t what you say in a Super Bowl commercial — it’s what people experience when it matters most.”
“In uncertain times, consistency builds trust faster than innovation alone.”

Episode Description:
In this episode of Under The Surface, host Paul Zyla sits down with public relations strategist Kathy Berardi to explore a critical leadership truth: brand is not marketing — it’s trust.
 
Kathy breaks down why brand equals reality, how executive decisions directly shape credibility, and why consistency matters more than ever in an era of mergers, cyber risk, AI disruption, and nonstop headlines. From succession planning done right to the brand damage that follows broken promises, this conversation dives deep into how leaders unintentionally create — or protect — reputation risk.
 
If you're a CEO, founder, board member, or executive navigating change, growth, or uncertainty, this episode will challenge you to rethink brand as a leadership responsibility — not a communications function.
Guest Introduction:
Kathy Berardi is a trusted advisor to executive teams navigating leadership narrative, brand strategy, and market credibility. With over 20 years of experience in public relations and strategic communications — and a background in film storytelling — Kathy helps leaders align what they say with how they show up, ensuring brand promises translate into lasting trust.
Key Takeaways:
Brand equals trust, profit, and reality — not spin.
Leadership behavior either reinforces or undermines brand credibility.
Mergers and succession planning must be communicated transparently to preserve trust.
Consistency during uncertainty builds loyalty more than innovation alone.
Crisis response isn’t about perfection — it’s about transparency and corrective action.
Employees are one of the most important brand audiences, especially during change.
Chapter Markers:
0:00 Welcome to Under The Surface
1:05 Introducing Kathy Berardi
2:15 Why brand equals trust, profit, and reality
5:00 What brand means in B2B relationships
8:00 Storytelling as a leadership strategy
12:00 PR vs. cybersecurity — risk and reputation
17:30 When brand promises and leadership behavior misalign
22:00 AI, data privacy, and trust erosion
27:00 Mergers, culture shifts, and brand disruption
32:00 Succession planning done right
36:30 Leading through uncertainty in 2026
41:00 Crisis communication and reassurance
45:00 Final leadership reflectio
Keywords:
Under The Surface podcast, Paul Zyla, Kathy Berardi, leadership and brand, executive communications, brand trust, crisis communications, reputation management, succession planning strategy, AI and trust, merger communications, corporate culture change, executive leadership podcast, brand strategy
Pull Quotes:
“Brand isn’t what you say in a Super Bowl commercial — it’s what people experience when it matters most.”
“In uncertain times, consistency builds trust faster than innovation alone.”

Episode Description:
In this episode of Under The Surface, host Paul Zyla sits down with cybersecurity expert and risk advisor Bryce Austin for an eye-opening conversation about leadership in an age of accelerating digital threats.
 
Bryce breaks down what boards and executives still underestimate about cyber risk, why wire fraud and ransomware remain major business threats, and how artificial intelligence is changing both attack and defense strategies. From real-world recovery stories to practical advice on multi-factor authentication and employee training, this episode goes beyond technical jargon and focuses on leadership responsibility.
 
If you’re a CEO, board member, or business leader looking to better protect your organization and make smarter decisions around cybersecurity and AI, this conversation is essential listening.
Guest Introduction:
Bryce Austin is a cybersecurity expert, keynote speaker, and risk consultant with decades of experience helping organizations respond to ransomware, wire fraud, and digital crises. As a fractional CISO and co-author of The Age of Fakes, Bryce advises boards and executives on navigating cyber threats, AI risk, and crisis leadership with clarity and confidence.
Key Takeaways:
Cybersecurity is now a core leadership responsibility, not just an IT issue.
Multi-factor authentication remains one of the strongest defenses available.
Wire fraud often starts with compromised email accounts and weak training.
AI is currently giving cybercriminals an advantage over defenders.
Employee awareness training is as important as technical controls.
Leaders must prepare emotionally and operationally for cyber incidents before they happen.
 
Chapter Markers:
0:00 Welcome to Under The Surface
0:40 Introducing Bryce Austin
1:50 Why cyber risk affects every organization
3:20 Real-world ransomware and wire fraud cases
4:40 Why leaders underestimate cyber threats
6:10 Building emotional awareness around risk
7:25 Proactive vs. reactive cybersecurity
8:45 How wire fraud schemes work
11:00 International recovery challenges
13:00 Passwords, MFA, and account security
15:00 Training employees to spot scams
16:45 Cybersecurity in financial services
18:30 Vendor risk and compliance frameworks
20:00 AI’s impact on cybercrime
22:20 Data privacy and AI risks
24:30 Criminal innovation with AI
27:00 Spear phishing and social engineering
29:40 Phishing simulations and training
32:10 Discussing The Age of Fakes
35:00 AI and legal implications
37:30 Final reflections and leadership lessons
End: Closing remarks
Keywords:
Under The Surface podcast, Paul Zyla, Bryce Austin, cybersecurity leadership, ransomware prevention, wire fraud, AI security, cyber risk management, executive leadership, fractional CISO, data protection, board governance, crisis leadership, digital resilience
Pull Quotes:
“Cybersecurity isn’t about perfection — it’s about building enough defenses that attackers move on.”
 
“If leaders don’t take cyber risk seriously, someone else will — and they won’t have your best interests in mind.”

Episode Description:
In this episode of Under The Surface, host Paul Zyla sits down with cybersecurity expert and risk advisor Bryce Austin for an eye-opening conversation about leadership in an age of accelerating digital threats.
 
Bryce breaks down what boards and executives still underestimate about cyber risk, why wire fraud and ransomware remain major business threats, and how artificial intelligence is changing both attack and defense strategies. From real-world recovery stories to practical advice on multi-factor authentication and employee training, this episode goes beyond technical jargon and focuses on leadership responsibility.
 
If you’re a CEO, board member, or business leader looking to better protect your organization and make smarter decisions around cybersecurity and AI, this conversation is essential listening.
Guest Introduction:
Bryce Austin is a cybersecurity expert, keynote speaker, and risk consultant with decades of experience helping organizations respond to ransomware, wire fraud, and digital crises. As a fractional CISO and co-author of The Age of Fakes, Bryce advises boards and executives on navigating cyber threats, AI risk, and crisis leadership with clarity and confidence.
Key Takeaways:
Cybersecurity is now a core leadership responsibility, not just an IT issue.
Multi-factor authentication remains one of the strongest defenses available.
Wire fraud often starts with compromised email accounts and weak training.
AI is currently giving cybercriminals an advantage over defenders.
Employee awareness training is as important as technical controls.
Leaders must prepare emotionally and operationally for cyber incidents before they happen.
 
Chapter Markers:
0:00 Welcome to Under The Surface
0:40 Introducing Bryce Austin
1:50 Why cyber risk affects every organization
3:20 Real-world ransomware and wire fraud cases
4:40 Why leaders underestimate cyber threats
6:10 Building emotional awareness around risk
7:25 Proactive vs. reactive cybersecurity
8:45 How wire fraud schemes work
11:00 International recovery challenges
13:00 Passwords, MFA, and account security
15:00 Training employees to spot scams
16:45 Cybersecurity in financial services
18:30 Vendor risk and compliance frameworks
20:00 AI’s impact on cybercrime
22:20 Data privacy and AI risks
24:30 Criminal innovation with AI
27:00 Spear phishing and social engineering
29:40 Phishing simulations and training
32:10 Discussing The Age of Fakes
35:00 AI and legal implications
37:30 Final reflections and leadership lessons
End: Closing remarks
Keywords:
Under The Surface podcast, Paul Zyla, Bryce Austin, cybersecurity leadership, ransomware prevention, wire fraud, AI security, cyber risk management, executive leadership, fractional CISO, data protection, board governance, crisis leadership, digital resilience
Pull Quotes:
“Cybersecurity isn’t about perfection — it’s about building enough defenses that attackers move on.”
 
“If leaders don’t take cyber risk seriously, someone else will — and they won’t have your best interests in mind.”

In this episode of Under the Surface, Paul Zyla sits down with Amber Crowley, COO of Partners in Excellence, to unpack what real leadership looks like when public narratives move faster than the truth. Together, they explore operational integrity, transparency, emotional discipline, and staying grounded in facts and values during regulatory pressure and media scrutiny.
 
Amber shares how leaders can anchor their teams in reality, balance growth with stability, and guide organizations through uncertainty without creating fear. From healthcare operations to technology partnerships, this conversation is about clarity, accountability, and calm execution.
If you’re looking to lead with confidence, protect your culture, and stay focused when external noise gets loud, this episode is for you.
 
Guest Introduction:
Amber Crowley is the Chief Operating Officer at Partners in Excellence, an autism therapy organization serving families across Minnesota and Wisconsin. With nearly two decades of healthcare leadership experience, Amber is known for her steady, transparent, and values-driven approach. She has guided organizations through growth, regulatory change, and operational complexity while keeping people and purpose at the center.
 
Key Takeaways:
 Strong leadership requires anchoring decisions in facts, not reactions.
Transparency works best when paired with clear boundaries and responsibility.
Growth seasons and survival seasons require different leadership muscles.
Calm, consistent communication reduces fear during uncertainty.
Operational integrity means protecting people, systems, and values first.
Great leaders know when to push forward and when to pause.
 
Chapter Markers:
 0:00 Intro
1:45 Guest Introduction: Amber Crowley and Partners in Excellence
3:00 Mission, Growth, and Healthcare Leadership Journey
7:20 Operational Integrity vs. Public Narrative
12:00 Adapting Leadership in Times of Scrutiny
16:10 From Growth Mode to Survival Mode
21:30 Leading Teams Through Uncertainty
26:00 Confidence, Communication, and FAQs
31:15 Collaboration and “Friendly Competitors”
34:45 Technology and Strategic Partnerships
38:10 Leadership Values and Final Reflections
42:40 Rapid-Fire Leadership Questions
49:20 Closing Thoughts
 
Keywords:
Paul Zyla, Amber Crowley, Under the Surface podcast, healthcare leadership, operational integrity, leadership under pressure, healthcare operations, organizational transparency, crisis leadership, autism therapy leadership, compliance and regulation, leadership mindset, executive leadership, healthcare management

In this episode of Under the Surface, Paul Zyla sits down with Amber Crowley, COO of Partners in Excellence, to unpack what real leadership looks like when public narratives move faster than the truth. Together, they explore operational integrity, transparency, emotional discipline, and staying grounded in facts and values during regulatory pressure and media scrutiny.
 
Amber shares how leaders can anchor their teams in reality, balance growth with stability, and guide organizations through uncertainty without creating fear. From healthcare operations to technology partnerships, this conversation is about clarity, accountability, and calm execution.
If you’re looking to lead with confidence, protect your culture, and stay focused when external noise gets loud, this episode is for you.
 
Guest Introduction:
Amber Crowley is the Chief Operating Officer at Partners in Excellence, an autism therapy organization serving families across Minnesota and Wisconsin. With nearly two decades of healthcare leadership experience, Amber is known for her steady, transparent, and values-driven approach. She has guided organizations through growth, regulatory change, and operational complexity while keeping people and purpose at the center.
 
Key Takeaways:
 Strong leadership requires anchoring decisions in facts, not reactions.
Transparency works best when paired with clear boundaries and responsibility.
Growth seasons and survival seasons require different leadership muscles.
Calm, consistent communication reduces fear during uncertainty.
Operational integrity means protecting people, systems, and values first.
Great leaders know when to push forward and when to pause.
 
Chapter Markers:
 0:00 Intro
1:45 Guest Introduction: Amber Crowley and Partners in Excellence
3:00 Mission, Growth, and Healthcare Leadership Journey
7:20 Operational Integrity vs. Public Narrative
12:00 Adapting Leadership in Times of Scrutiny
16:10 From Growth Mode to Survival Mode
21:30 Leading Teams Through Uncertainty
26:00 Confidence, Communication, and FAQs
31:15 Collaboration and “Friendly Competitors”
34:45 Technology and Strategic Partnerships
38:10 Leadership Values and Final Reflections
42:40 Rapid-Fire Leadership Questions
49:20 Closing Thoughts
 
Keywords:
Paul Zyla, Amber Crowley, Under the Surface podcast, healthcare leadership, operational integrity, leadership under pressure, healthcare operations, organizational transparency, crisis leadership, autism therapy leadership, compliance and regulation, leadership mindset, executive leadership, healthcare management

In this episode of Under the Surface, I’m joined by Tom Hoelderle for a grounded conversation about what actually drives sustainable growth — and why sales talent alone isn’t enough.
We dig into the realities many leaders face when growth depends too heavily on founders, tribal knowledge, or a handful of tenured salespeople. Tom breaks down why value proposition clarity is the foundation of strategy, how repeatable sales systems protect valuation, and what happens when organizations try to scale without process, discipline, or accountability.
We also explore the tension leaders face when introducing change into established sales teams, how KPIs and compensation shape behavior, and why sales infrastructure matters long before an exit is ever on the table.
If you’re a CEO, founder, or executive leader trying to scale revenue without burning yourself out — this episode is for you.
 
Guest Introduction:
Tom Hoelderle is a seasoned sales, marketing, and operations leader with deep experience helping organizations translate strategy into measurable results. He works closely with executive teams to build clear value propositions, repeatable sales systems, and KPIs leaders can trust — bringing discipline, alignment, and accountability to revenue engines that need to scale.
 
Key Takeaways:
 A clear value proposition is the starting point for all strategy and sales execution.
Founder-led sales limit scale and can significantly impact long-term valuation.
Revenue growth depends on systems, frameworks, and repeatable processes — not heroics.
Sales process adoption improves when tools add value to the salesperson, not just leadership.
KPIs and compensation drive behavior and must align with growth goals.
Sustainable sales engines must operate independently of individual relationships.
 
Chapter Markers:
 0:00 Intro – What Under the Surface Is Really About
0:45 Guest Introduction – Meet Tom Hoelderle
2:30 Why Value Proposition Is the Foundation of Strategy
5:30 The Trap of Founder-Led Sales
8:50 Sales Systems, Process, and Scalability
11:45 Change Management Inside Tenured Sales Teams
15:00 CRM, Tools, and Driving Adoption
19:30 When to Optimize vs Replace Sales Models
22:00 Growth, Cost Discipline, and Valuation
25:00 Sales KPIs, Compensation, and Accountability
29:00 Private Equity, Due Diligence, and Sales Readiness
34:00 The Role of Independent Advisors
39:00 Closing Thoughts
 
Keywords:
 Paul Zyla, Tom Hoelderle, Under the Surface Podcast, sales leadership, revenue growth, scalable sales systems, founder-led sales, value proposition strategy, sales KPIs, sales process, B2B manufacturing sales, private equity readiness, organizational change management, executive leadership podcast

In this episode of Under the Surface, I sit down with Chris Cathers — founder of Grit Meets Growth — to talk about what leaders are really facing as AI moves from curiosity to operational reality.
We dig into how organizations are approaching AI adoption, the difference between public and private models, and why data governance, guardrails, and leadership discipline matter more than ever. Chris brings a grounded perspective shaped by his background in cybersecurity and his work with executive teams who want to move fast without creating unnecessary risk.
We also explore organizational change, employee adoption, and why AI should be used to make people better — not replace them.
If you’re a CEO, founder, or executive leader trying to balance innovation, security, and long-term readiness, this episode is for you.
 
Guest Introduction:
Chris Cathers is a founder, executive coach, and community builder who works with successful leaders who know there’s more possible than their current results. With a background in cybersecurity and risk management, and as the force behind Grit Meets Growth, Chris helps organizations navigate change, build resilient leadership, and adopt new technologies with clarity and discipline.
 
Key Takeaways:
 AI should make your people better — not replace them.
Leaders need guardrails, governance, and clear use cases before scaling AI.
Data is the real risk, and data strategy must come before deployment.
Public AI and private AI are very different — and leaders need to understand both.
Organizational change management is critical for successful AI adoption.
 
Chapter Markers:
 0:00 Intro – Welcome to Under the Surface
1:00 Guest Introduction – Meet Chris Cathers
2:10 Why AI Is the Conversation Leaders Can’t Ignore
5:30 Enterprise vs Mid-Market AI Adoption
8:00 Public AI vs Private AI
11:30 Solving the Right Problems with AI
15:00 Organizational Change and Employee Adoption
18:30 Using AI to Make People Better
22:00 AI as a General-Purpose Business Tool
25:30 Infrastructure, Power, and the Future of AI
28:00 Data, Security, and Governance
31:30 Closing Thoughts
 
Keywords:
Paul Zyla, Chris Cathers, Under the Surface Podcast, AI leadership, artificial intelligence business, cybersecurity leadership, executive decision making, business risk management, data governance, AI adoption, private AI, public AI, leadership podcast, technology strategy