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Always Be Testing explores the experiments, insights, and growth stories shaping the future of affiliate and partner marketing in B2B SaaS. Hosted by industry veterans, the show dives deep into real-world lessons from the people driving measurable impact at companies like Google, HubSpot, Ramp, Webflow, G2, and beyond.
Each episode uncovers what happens when today's most innovative marketers challenge assumptions, run smarter experiments, and build programs that scale revenue through meaningful partnerships. If you’re in affiliate, partnerships, or SaaS growth — this is your front-row seat to how the best do it (and what they’ve learned along the way
Tye DeGrange (00:01.292)
Hello, hello, hello. Welcome to another episode of the Always Be Testing podcast. I'm your host, Ty DeGrange, and I'm really excited to talk to Adam Dewer today. Adam, how you doing, man?
Adewar@soci.ai (00:11.662)
Hey Ty, I'm feeling fan for Fantastic. I have to make a fun joke to kind of start it off. It's hump day. I always love hump day. And it me feel really old recently. We were just talking about having three kids, my oldest, she's nine, she came home and she's like, mommy, daddy. The boys were talking about hump day all day at school today and they thought it was so funny. And so I had to explain to her where that even came from. And you the camel walking through the office, hump day. It's a Geico commercial, I think.
If I bring it back, remember that one? That made me feel old, trying to explain that commercial and what a commercial was even, know, the kids don't even watch TV like that anymore. Anyways, good to see you, Ty. Thanks for having me.
Tye DeGrange (00:49.794)
That's amazing. It's good to see you too. It's yes, it's a you're a man after my own heart referencing old pop culture references. So maybe we'll weave some into the conversation today. I think, you know, leading partnerships at Sochi, having some great conversations, tackling the concepts of AI. There's a lot in the episode today. So I think.
audience is going to have fun and appreciate to get to know you and learn about some of the great things you've experienced in partner led growth,
Adewar@soci.ai (01:24.994)
Hope so.
Tye DeGrange (01:26.754)
I think so. Just jumping into it, Adam, give me a little bit of a sense, like, when I think about Sochi, like, what problem were you hired to own and how are you kind of measuring your progress on that?
Adewar@soci.ai (01:41.548)
I love jumping into that one. So I've been in our industry for about six years and I've been really focused on kind of building out partner program, working with strategic partners. I don't know, have very entrepreneurial spirit.
over the years, I spent a lot of time building projects and ideas. so when I was in another organization that was really partner led, I really enjoyed getting in my hands dirty and understanding from an operational standpoint and how all the pieces fit together to make a partner program work really well. And I started to see some shifts happening in the industry and for myself made a shift as well and came into Sochi, which was kind of mirroring this,
time in their professional life, let's the business, talking like a human, where they really wanted to take that step in building out a true partner program. They had been working with agencies, they had been working with resellers, they'd been really successful at enterprise deals and servicing and closing and maintaining enterprise brands. So they had a really strong product.
And they also had a very strong AI heavy direction in their product, but they didn't quite have all the tools in building out this partner program. So I came in, sorry, go ahead. Yeah.
Tye DeGrange (02:59.148)
How do you, just a quick sense, Adam, how would you describe Soshi for your kids or something? Just for audience members out there that are not familiar with Soshi.
Adewar@soci.ai (03:10.306)
Right? My family always struggles to explain what I do. So she makes sure that local businesses can be found when you look on Google, when you look on AMP. If you want to find a local restaurant, a local dental office, whatever that is, like doing that near me search, so she makes sure that they're showing up on local listings, local pages, that they're showing up through review searches.
Tye DeGrange (03:15.33)
Of course.
Tye DeGrange (03:21.996)
Love it. Yep.
Tye DeGrange (03:31.158)
Mm-hmm.
Adewar@soci.ai (03:39.769)
that responding to reviews, managing and maintaining and posting your social media, all of those pieces that kind of come around the local marketing experience for brands and then for resellers. Yeah, thanks. But I was brought in to grow out the partner program, right? And very clearly measuring that by revenue, right? There's kind of two areas. How much revenue do we bring in net new? How much revenue are we putting into existing? That's it.
Tye DeGrange (03:45.698)
Nice.
Tye DeGrange (03:52.884)
Awesome. Appreciate that.
Tye DeGrange (03:59.841)
Awesome.
I love it. I love it. Let's go. Let's bring in some revenue. That's what we live and breathe ourselves. When you think about the Sochi mission, right, you've got kind of the multi-location marketing you referenced and being able to help local businesses with AI. What's some of the like big misconceptions marketers have about the AI powered local marketing? What does that look like in practice?
Adewar@soci.ai (04:31.586)
I love that question. And I think like the obvious one here, right? Beyond the idea that a lot of marketers think you can just turn on any AI feature and it's automagically working for you in all of the best ways. Automagically, learned that from one of my clients the other day is, and now I told him I'm trying to plug this in anywhere. It's becoming a thing. But yeah, the idea that you can just turn it on and it's automagically working for you is, I think that's a pretty common misconception. The one that I see a lot and I talk a lot about is,
Tye DeGrange (04:50.969)
Ha ha.
Adewar@soci.ai (05:00.226)
this idea of AI slop, right? Especially when it comes to content and social media. And I think that it really misses the mark to think that because of AI content generation, we're gonna have this incredible amount of slop. I don't know if you spend a lot of time on social, I personally don't anymore, but when I do, I feel like that's mostly what I'm seeing is slop, but not AI. It's just poor content. And I think the challenge always has been, especially focusing on SMBs,
is how do you deliver good content at scale? And this is a challenge that I've seen with SMB resellers for years. You just can't, at the same price point, create content that's as engaging as an enterprise brand at scale for 1,000 SMBs. So what you typically have seen is localized variations of the same content for a vertical. That's kind of been the solution over the years. But what we're seeing now is this fundamental shift because of AI and because of the intelligence.
that creates engaging content, real content, relevant. So rather than just thinking, what is relevant today with current events, AI is looking at signals. So our review agent, as an example, is probably giving the most signals because customers, it's consumer-generated content. They're in there giving reviews about their experience. So our AI is seeing that.
And if you're a dentist office and you don't have dental or teeth whitening as a service, our review is going to pick up that customers are giving you good reviews about teeth whitening, but you're not actually promoting that yet. So now we're going to create a campaign that's really focused on your business and teeth whitening and pulling in like your actual customer reviews to promote a campaign that is highly relevant, highly localized, and not slop at all. It's not a
Tye DeGrange (06:46.7)
Thanks.
Adewar@soci.ai (06:54.366)
variation of the same content, it is for that business.
Tye DeGrange (06:54.656)
Love that. Love that. Yeah, I love it. It's such a problem right now with, you you see this, you know, expansion of content out there. And I think rising above the noise is such a great use case. And I think that's a exciting piece. And we see that noise in partner marketing too. When you think about like an ideal partner, right? I'd love to hear if you could describe your best partner of the last year. Like what made them different?
Adewar@soci.ai (07:24.846)
I've worked with a lot of different types of partners and I'm...
I'm lucky enough when I came into my role here, we kind of sat down and said like, who's our ICP and who do we want to be in partners? And we wanted to be the SMB reseller of choice. So that means that we had to be really specific and keen on what kind of partners that we want to work with here. And that focus is they're large SMB tech platforms and resellers. And sometimes we have some like,
verticalized value-added resellers too, but primarily we're looking at SMB. What we find to be the best type of partner to work with is the type of partner that is open to setting up.
sessions with all of their departmental leaders. So we find the real success comes when you can go wide and you can go deep. So it's not just understanding what the company goals are. It's understanding that when you're talking to the director of support, they have some really key KPIs that they need to hit so that they're hitting their goals every quarter and they look good to their bosses, their managers. If you can identify those and you can see where you rate with them as it relates to your business and improve on it quarter over quarter,
Tye DeGrange (08:31.456)
Yep. Yep.
Adewar@soci.ai (08:39.33)
When you go into that business review at the end of the year and you're talking to the executive leadership team and you're showing them how you've worked with each of their teams at KPIs across the entire org, now when you come in with an initiative to drive real revenue, you're showing that you're reducing OPEX and you're reducing time to market. Now let's talk about initiatives to really drive revenue. Like all the other noise goes away when you're having that type of strategic partnership.
Tye DeGrange (08:46.848)
Mm-hmm.
Tye DeGrange (09:01.622)
Yeah, interesting. Yeah, yeah, that's great. When you think about partner types, know, referral, reseller, tech integration, is there kind of something that rises above that maybe exceeded expectations from your view?
Adewar@soci.ai (09:07.234)
you know, with the different parts that you work with.
Adewar@soci.ai (09:22.28)
let's see. mean, I'd be, I'd be hard pressed to pick between a product led tech partner where like your partnership with leadership across that product is really strong and a reseller with a really engaged agent, agency audience.
Those are right next to there for me. And I think I've been lucky enough to kind of work with both. I've worked with all of them, right? But if I get to pick and line them up, like I'm going with those, right now, Ty, I'm probably putting my money on agencies. A couple of my favorite partners are both tech platforms that enable agencies and a reseller.
that's enabling agencies. And I love it. mean, look, we know AI is moving faster than you can even actually explain. Like what we talked about yesterday has changed a week before then. So I think the movers that can enable an agency, whatever your product is, if you can enable an agency to help an SMB onboard into AI, that is where the wins are going to happen throughout the rest of this year and for next year.
Tye DeGrange (10:08.012)
Yeah.
Tye DeGrange (10:12.055)
Yeah.
Tye DeGrange (10:29.078)
love that. I love that. Are there signals you get when like partner early on where partners are like, okay, this is showing signs of scale versus this is showing signs of maybe not being as lucrative or beneficial?
Adewar@soci.ai (10:29.868)
Re-bullish them.
Adewar@soci.ai (10:46.124)
Hmm.
A lot of my early signs really are coming from the teams I'm working with. Like, I can't really think of an example where having the buy-in across an org hasn't led to the success of an initiative. Like it's the early signal of those that know the customer best who are going to tell you if it's going to work or not. Of course, knowing where their incentive is, got to take that part into consideration of it.
Tye DeGrange (11:16.993)
Yeah.
Adewar@soci.ai (11:20.17)
there's just, it's, it's a very quick line for us. Like every initiative is a quick, is a quick buy in. We're kind of low cost for our partners to sell. So it's, it's a very quick signal on if it's, if it's working or not. know that's not really answering your question.
Tye DeGrange (11:28.939)
Yeah.
Tye DeGrange (11:34.732)
Totally. No, no, it's all good. I mean, it's all helpful in context. I and I'm kind of throwing a number of things out. We've talked a lot of, we've also talked a lot about experimentation. Obviously it's a big part of the theme of the pod. Is there something that you've run that has some experimentation elements that you're like, man, we just got to keep running that again? Or is there like a learning that you kind of think is,
Adewar@soci.ai (11:50.424)
Mm-hmm.
Tye DeGrange (12:03.874)
been valuable or interesting to share. doesn't necessarily have to be the most super-uber scientific structure, but I'm just curious about some of the test and learn things that you've observed and what maybe you can share with the audience.
Adewar@soci.ai (12:18.834)
Yeah, this one's interesting and leave it in, leave it out, however we feel about it. The one thing you get to know about me, you realize I always have a project happening. I have to, it's my ADHD, it keeps me kind of excited about something even though I'm running over here. In my past world, one of the things that we saw from the data is if you were serving in SMBs,
Tye DeGrange (12:24.928)
Yeah.
Tye DeGrange (12:33.826)
Ha
Adewar@soci.ai (12:46.638)
And an SMB did not have a connection to Google or Facebook for 12 months. were 70 % of those churned in 12 months. And we also knew that 30 % of those connections are breaking every year. So connection became a really big challenge. And there wasn't anything in place to kind of go after the idea and get a connection once a token broke. Tokens, that's how you keep that connection in with Facebook and Google and some of the other platforms.
I had went out and found a tool, this was about three years ago, that kind of solved for this connection challenge. And I tried to partner throughout the organization and say, this is one of the solutions that we need and couldn't quite get it, get them to buy into it. So I went out and built it. I found some folks that had a dev agency and said, I want to try and build an MVP for this, but for relatively low budget, we could.
Tye DeGrange (13:38.112)
that. Very cool.
Adewar@soci.ai (13:40.335)
I did that because my revenue, my income was tied to growth for partner and retention. And I knew that if I hit those numbers that I was going to pay back what I did. So we built the MVP. We started to put it into market. We found that for, for come over agencies, they went from a 30 % to a 90 % connect rate, 30 days and their churn went away.
Tye DeGrange (13:59.842)
Love that.
Adewar@soci.ai (14:00.746)
Right? So like found it, hypothesized, proved it, built it. And then our company said, okay, we're going to go ahead and build it. Which was, which is fine. Took my product. sold off the MVP to somebody and kind of, you know, rinse and repeat.
Tye DeGrange (14:08.46)
That's amazing.
Tye DeGrange (14:15.298)
I love that. Very cool. Very cool. And I feel like we're kind of, you know, such an exciting time. You're doing that, you know, years ago, it sounds like before a lot of the tooling has been so democratized. feel like a lot of the build now is becoming more common and more good and bad around that, like overall pretty exciting opportunity. is that...
Are you chomping at the bit to do more building or is it more a one-off thing?
Adewar@soci.ai (14:46.558)
Man, I mean is it even building anymore, you know, Three years ago. I had to go find somebody that had a dev team so that we could build that right like I built all the wireframes and the and now I can vibe code it, know, like I am working on a project and by the way don't know if I can plug them leads II is the name of that company any agency that has a connection is to Highly suggest checking them out. It's a really great product
Tye DeGrange (14:56.886)
Yeah, now you don't need to.
Adewar@soci.ai (15:13.246)
I've known them for about four or five years now. And actually we partner with them now at Sochi because it's so impactful. I'm sorry, the question that you had, where am I going to start?
Tye DeGrange (15:19.17)
That's great.
Tye DeGrange (15:22.922)
We, I mean, with the, with the explosion of vibe coding and AI and like products and SAS, it's making it so much easier to build not to go down a rabbit hole, but now that you don't need to go out and hand select that dev team as much or as likely to say you you're not going to utilize devs, which isn't the case, but is it more exciting? Are there more things that you and Sochi want to build either, you know, you yourself or
Adewar@soci.ai (15:27.415)
Yeah.
Adewar@soci.ai (15:33.059)
Yeah.
Tye DeGrange (15:49.416)
So she as well like how are you thinking about how does that change your built by mentality at all? Just curious
Adewar@soci.ai (15:57.391)
think it kind of changes everything. Like the speed to make those decisions has just been completely replaced. A couple of weeks ago, we had an all hands meeting and our CEO and CTO got on and said, hey, you guys aren't using AI enough. We see your usage on GPT, we see your usage on Gemini, we have enterprise plans and we're now launching Claude, we're just not using it enough. Like on our product level, we're now shipping four to 10 times faster than we were in 2025.
Four times, like that's insane. As individuals, you can do more with less. Anyone listening who's been in partnerships knows that, man, that's our world, right? So for me, it's been a savior because I can now more easily do the work of two or three people while still only being myself. So I can use those AI to turn an idea into a project initiative that's very clear, very fast, which allows me to get those approvals or, you know, that doesn't work.
Tye DeGrange (16:31.839)
Mm-hmm.
Adewar@soci.ai (16:52.526)
and then I can either say, do I need to go and find one person to build this whole tool versus going and buying a PRM or some other product that might only capture 10 % of the use case that we have. And we're actively exploring that our partner marketing, team is, is working on a, our own product that, that we would use to enable our partners versus potentially to going out and buying it. So I think that as an organization we're adopting and moving faster.
Tye DeGrange (17:01.128)
Mm-hmm. Yep. Yep. Very cool.
Tye DeGrange (17:10.508)
Yeah.
Tye DeGrange (17:16.471)
Yeah.
Adewar@soci.ai (17:21.644)
But we still need to, we still do need to find the buys where it doesn't fit our strength.
Tye DeGrange (17:26.038)
Yeah, yeah.
But I love it. I love it. Yeah, it's kind of interesting because it sort of connects to something else we were talking about around all the things you can provide for a partner. There's compensation, incentive, content, landing page, direction, relationship, a host of things. How do you think about that spectrum of things that you can tee up a partner for success? How do you tee up a partner for success?
Adewar@soci.ai (17:56.301)
Yeah, it's, it's a good one. And I think a lot of people might not like my answer here because it, it's not a scalable. And this kind of comes back to the part that I've said, I kind of drilled in a few times as a really particular about the type of partner we take on. Because we, we want to put the kind of strategic work into strategic accounts that they need and strategic what works for one strategic account likely isn't going to like really work for the other ones. Like there's some components that you can plug and play.
But by and large, when you drill down to know what those really unique KPIs are or specific requirements are from a team, you have to go and find what fits that. And sometimes you can't get that off of a shelf, which is why I'm such a big fan of your speed to build things right now with AI, is we can go out and build that little project. We have a couple of those in the works right now, right? We want to make it really easy to pre-promote.
new features before they're coming out, kind of pre-sell. And we're using a guided tour platform that allows us to white label for strategic partners and create these, these, short workflows that they can leverage and then plug them into the existing kind of sales processes that they have right now. But they're a little bit different for each person, each, each partner. The concept is still the same.
Tye DeGrange (19:21.74)
When you think about, you know, teeing up things around experimentation, around co-marketing, co-selling, strategic partners, are there things that have come up that are interesting learnings for you around that? Obviously, you mentioned, you know, co-selling, you agencies. When you think about co-selling and strategic partners and co-marketing, what stuff has worked there? What stuff hasn't worked from your perspective?
Adewar@soci.ai (19:49.849)
Yeah. we don't do as much co-marketing as I'd like just because we stay behind in the shadows a lot with our strategic partners. They want to operate as the only brand forward. I think we'll see some shifting to that more co-branding because of AI and you want to be able to move a little bit faster with a, with a logo in front that represents that, that speed to market. So we might see some shifting there, but the, I've found to be the most successful.
is to help those partners meet the right partner, right? The right complementary partner that has the same ICP and can complement the offering and helping them to find that path to market together. I've found more success in enabling that to happen than I have in trying to drill down into a co-marketing initiative.
Tye DeGrange (20:35.351)
Yeah.
Tye DeGrange (20:47.522)
Yeah, no, that's right. It makes sense. It makes sense. Yeah, for sure. For sure. I think, you know, talked about AI, obviously it's the topic de jour, it's exploding. How is that sort of reframing, rethinking, like the types of partners that you're landing on that you're trying to aim to recruit, activate court? How is that AI explosion sort of shifted your partner strategy a little bit in terms of who you want to
Adewar@soci.ai (20:49.887)
karma comes back.
Tye DeGrange (21:16.364)
with who you want to go after and optimize.
Adewar@soci.ai (21:18.754)
Yeah, yeah. I think that this position, some specific partners to excel a little bit faster than others. Those that are enabling through agencies and selling through agencies, I think are really, really poised to crush it in this new world and kind of right alongside them is offering the professional services.
Right. think that a lot of, a lot of folks might argue that professional service companies are going to take a massive hit because SMBs are able to go out and find their own AI products to, to, to run manage, you know, manage all of those services for them. Um, but there's still a gap in knowledge and rather than learning that gap of knowledge, they need to go find other operational AI products that are going to improve their business. So I think you're just going to see a shift.
Tye DeGrange (21:49.889)
Yeah.
Adewar@soci.ai (22:15.47)
And those companies that are offering professional services to be far more efficient, right? We're going to see a change to price. mean, kind of across the board, pricing's got to adjust or value. One of the two is going to give, which can be really interesting for a lot of really big companies to see. But yeah, I think that those that are offering professional services and are adopting AI in a way that allows them to do 10 times more with the same, that's my preference, because I hate the conversation of
Tye DeGrange (22:19.756)
Yeah.
Tye DeGrange (22:25.718)
Yeah. Yeah.
Adewar@soci.ai (22:44.366)
How do I do the same with less? I don't want to remove people. I'd rather try and reframe that conversation into doing much more and charging them. I think that's where we're gonna see some of the success coming out of AI adopters.
Tye DeGrange (22:51.874)
Yeah, same. No, I think it's invalid.
Tye DeGrange (22:57.92)
Yeah, yeah, that's awesome. When you think about your partner pipeline and you kind of scan the opportunities, like what do you think is the biggest untapped opportunity? Is there a part of it that feels under invested or experimented that you'd want to maybe tap into further?
Adewar@soci.ai (23:19.096)
I mean, honestly, it's those two types of partners are the ones that we're going after. Those are the ones that are, you know, keeping our pipeline nice and heavy. The types of strategic partners that we have are a 24 to 36 month plus sales cycle, right? Chances are they're probably in a long-term contract somewhere. They're constantly evaluating where their current partners are going.
Tye DeGrange (23:48.542)
agencies and tech platforms really being the focus.
Adewar@soci.ai (23:51.947)
Exactly. Yeah. And by agencies, more specifically a reseller that targets agencies. Right? Like we have some direct agency clients, but I'd rather have somebody, I want a partner that plays the middle that adds more value on top of what we have to those agencies and can enable them. Right? Like that's, that's a business in itself is enabling that scale.
Tye DeGrange (24:13.013)
Yeah, yeah, that's awesome. If you're thinking of one of the always be testing playbook of experiments and you're building out partner led motion moving forward, are there a few experiments that you're like, this is kind of what has to be involved? You sort of talked a little bit about which ones you'd want to have really prioritized. Is there one in particular that jumps out for this year in particular?
Adewar@soci.ai (24:40.585)
man,
Adewar@soci.ai (24:44.984)
for experiment this year that I'm working.
Tye DeGrange (24:48.662)
Yeah.
Adewar@soci.ai (24:50.538)
So I actually had a really interesting one this morning. I am very bullish on the idea that we're going to move to a zero platform faster, faster than think most software companies would like.
Tye DeGrange (25:08.77)
platform.
Adewar@soci.ai (25:10.062)
Zero platform, meaning you're not logging into a platform. You're not using a single sign-on. You're not downloading an app. You're responding to a text, right? You're getting a text that says, the last hour, you've got these four reviews. Here's the replies for them. Just thumbs up this message and we're gonna send them. Or it's...
Tye DeGrange (25:31.17)
The customer using Sochi would only use a text message, of less of a sign-in.
Adewar@soci.ai (25:36.621)
Yeah, whether it's a or whether it's another platform, agents are going to be more autonomous as folks build trust with it. And so they want to move at the speed that they're comfortable with, but then they want to move at the speed that they're moving. And that doesn't happen behind a computer for small business owners.
Tye DeGrange (25:40.94)
Got it. Yep.
Tye DeGrange (25:46.977)
Yeah.
Tye DeGrange (25:58.848)
Well, it's also perfect for your ICP, right? The small business owner mindset, they're not necessarily always, always behind a desk either.
Adewar@soci.ai (26:08.302)
Exactly. And so I'm working a project right now. We'll see, right? It's got some really good legs. There's one component that builds kind of like the foundational layer to build your agent on. They're partnered with the SMS layer that provides the pipes. They only work with channel partners. We have us who has the agent working at the listing, review, and social layer. And then we have our reseller that's enabling the agencies.
Tye DeGrange (26:33.815)
Yep.
Adewar@soci.ai (26:36.994)
And we want to run a webinar series that basically allows these agencies to show up over five sessions and build their own app, their own agents, plug and play all of these different agents into their own design app that they're using with their customers.
Tye DeGrange (26:45.879)
Yep.
Tye DeGrange (26:50.721)
Yep.
I love it. Very cool. Coming down the home stretch, this has been awesome, Adam. Just good learnings, good test and learn thinking in the partner-led growth world. It's super exciting. What's something, just kind of fun stuff at the end, here, what's something that you've bought recently that you just can't live without?
Adewar@soci.ai (27:11.244)
Yeah, actually I made sure I had it in in the video today and I didn't buy it but I had asked for something like it for Christmas and I got it a few years ago and it's one of my most used products. It's they're they're like a sound bath. It's called now N dot O dot W. I call it my tones. It's literally just press each of them. three to three and a half minutes. It's always different. If you've ever heard like the sound bath, you know, with the big bowls.
Tye DeGrange (27:28.316)
Ooh, cool.
Tye DeGrange (27:38.666)
Yeah.
Adewar@soci.ai (27:40.718)
I love it because in today's world like contact switching gets really challenging and that is a three minute way for me to just kind of pause and shut down what I was doing and prepare for the next thing. So that's recommendation.
Tye DeGrange (27:41.89)
Cool.
Tye DeGrange (27:47.574)
Yeah.
Tye DeGrange (27:56.328)
Love that. I definitely like that call out. Super cool. You talked about being a parent, being a dad, multiple kids like myself. Any dad learnings or wisdom or things that you share that might be interesting or notable or things that you found helpful for folks?
Adewar@soci.ai (28:20.898)
love using AI for my children to help them feel special. So I've gotten really into creating music and that's just music for myself. You know, like I put it on Spotify so it's easier to get to, but it's like a therapy outlet for me. Like I'll make one for my wife and I for anniversary. I'll make one about the kids so it talks about what they're doing and stuff. They love listening to music on the TV when it mentions their name. And the other thing I started to do is...
Tye DeGrange (28:29.675)
Love.
Tye DeGrange (28:48.502)
That's so cool.
Adewar@soci.ai (28:49.966)
build stories for them. So I would use like 11 labs and just whatever AI tool you want to use to create the scripts and then create these stories and put them on Spotify. So there's like lessons for them to learn that they had an experience that was hard, it like talks them through it kind of thing. I like doing that kind of stuff with the kids.
Tye DeGrange (29:10.262)
That's so cool, man. It's so cool. Just wrapping it up, Adam, what's something that folks don't know about you?
Adewar@soci.ai (29:18.862)
Oh, let's see. If you've met me for more than five seconds, you've probably heard that I am a girl dad times three. And I put something in here that like popped in my brain, something in here when we were kind of going through the prep for it. And I'll just go ahead with it. I've always considered myself a really good problem solver.
Tye DeGrange (29:27.247)
Hahaha
Adewar@soci.ai (29:40.046)
And I was recently reminded by a family member that when I was in middle school, I got some like state award for being the best problem solver in the state. like did this word problem every week. And I was a class clown ADHD, right? Like it didn't, I had a hard time paying attention. Uh, you would not think that I was the smart kid in school. Uh, and so at the end of the year at this assembly and they called me up, I was like, what is happening? And yeah, I got this award for being the problem solver.
That was an important moment in my life because from that point forth, I knew I was a good problem solver and now it is one of my best experiences. So I guess a weird little...
Tye DeGrange (30:15.426)
Let's go. Very cool. No, I love it, man. That's actually very impressive, very commendable. tip of the cap. And I'm sure those things are helping you now into this day, Adam. It's been awesome to get to know you more, awesome for you to take your time and share some really great wins and learnings and thoughts about partner-led growth with the audience. And thank you so much for coming on,
Adewar@soci.ai (30:42.287)
Of course, Ty, I really appreciate it. And as we close out so that I can make sure it's in there, I wanna make sure that my wife knows that I love her, because I know she's gonna watch this podcast. And now she's laughing. Thanks, Ty, thanks for having me on. Bye bye.
Tye DeGrange (30:51.746)
Good man. Good plug. You're welcome man. Take care.