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Episode 13 – Featured Guest Anthony Baro

By |2024-12-05T06:30:26+00:00May 24th, 2024|Podcasts, SolarCoaster|

Anthony, Founder & Managing Principal of E2SOL LLC and PowerDocks LLC, latest guest on The Covert Code Podcast, sharing 25+ years of expertise in renewable energy and marine technology.Meet Anthony Baro

Anthony is Founder & Managing Principal of E2SOL LLC (www.e2sol.com), a fourteen-year Rhode Island-based Renewable Energy Development firm, and of PowerDocks LLC (www.power-docks.com), a Rhode Island-based marine technology firm. 

E2SOL (Efficient Energy Solutions) innovates renewable energy technologies, develops sustainable project solutions, and offers products designed to generate, store, and distribute renewable energy. PowerDocks LLC is dedicated to developing in situ power generation, energy storage, electric distribution, and IoT connectivity in the aquatic space for defense, commercial, and oceanography customers worldwide. 

Anthony is a seasoned professional with over 25 years of experience in developing products and systems for the U.S. Department of Defense, Industrial, Commercial, and Renewable Energy Industries. Anthony holds a B.S. in Mechanical Engineering from Roger Williams University and an M.B.A. from Nova Southeastern University. He holds two patents with Tyco International in the field of Electronic Article Surveillance and holds patent-pending filings in renewable energy technologies with E2SOL and PowerDocks. 

Anthony product innovations are recognized as award-winning products in the USA and Internal markets by the National Marine Manufacturers Association, the Electric Marine Hybrid World Conference, and the Providence Business News. 

Anthony is an active member of the New England Clean Energy Council, New Building Institute, Architecture 2030, and is a stakeholder in Ocean State Clean Cities.

Anthony, a native Floridian, is an avid sailor and resides with his family in Bristol, R.I. 

Episode 12 – Featured Guest Paul Skellon

By |2024-12-03T17:12:19+00:00May 17th, 2024|In-Person, Podcasts|

Paul Skellon, Marketing Visionary at Pacific Air Cargo, featured on The Covert Code Podcast, sharing insights on marketing leadership and innovation.Paul Skellon: Marketing Visionary at Pacific Air Cargo

Since joining Pacific Air Cargo, Paul Skellon has been instrumental in transforming the company’s corporate culture, driving diversification, and forging innovative partnerships. Paul has demonstrated innovative thinking by overseeing the expansion of charter services, including FEMA flights during COVID, and has successfully navigated new markets with the nimbleness that Pacific Air Cargo is known for. His efforts have extended to PAC RFS, enhancing the company’s reach and capabilities.

Marketing Freight Forwarding: Overcoming Challenges

One of Paul’s greatest challenges in marketing freight forwarding has been conveying a consistent service message across diverse mediums while differentiating Pacific Air Cargo from its competitors. Paul leverages all possible channels, from print and digital to direct marketing via MailChimp, even branding a B747-400, to ensure the company’s message is clear and compelling.

Building a Powerful Brand

Paul believes that credibility is at the heart of a powerful brand. Delivering on promises, having an easy-to-understand product or service offering, and maintaining clean and simple brand marks are crucial. Exceptional service delivered consistently helps build trust and loyalty among clients.

Initiatives at Pacific Air Cargo

Upon his arrival, Paul found virtually no marketing efforts in place. He introduced digital marketing, establishing accounts on Google, Facebook, Instagram, and LinkedIn. He also launched print advertising in targeted trade publications and high-end hotel and residential publications, focusing on decision-makers. Paul upgraded the company’s website, leveraged PR to spread the brand, and initiated “PAC Gives Back” philanthropy and sponsorship programs supporting various organizations like PHAM, Make-A-Wish, and Surfrider Foundation.

Internally, Paul spearheaded communication and culture change initiatives, including the MYPAC web portal and the bi-monthly full-color newsletter, Wala’au, fostering a sense of community and shared vision within the company.

Measuring Success and Staying Relevant

Conversions are the primary metric Paul uses to evaluate advertising success, along with engagement with the brand for future purchasing decisions. Growth in cash sales is the ultimate goal. Staying relevant involves continuously adapting to industry trends and maintaining a forward-thinking approach.

Future of the Industry

Paul expects the industry to grow steadily over the following five years as a result of the development of sustainable aviation fuels (SAFs), increased e-commerce, and more affordable aircraft. External factors like global conflicts, pandemics, and regulatory changes will play a significant role, but Paul remains optimistic about the industry’s potential.

Combating Digital Fraud

Paul has encountered increasing instances of phishing, with fraudsters becoming more sophisticated. His advice is to remain vigilant, especially with email communications, to safeguard against fraud.

To learn more about Pacific Air Cargo, visit pacificaircargo.com and connect with Paul on LinkedIn.

Episode 11 – Featured Guest Rye Zupancis

By |2024-12-08T09:37:14+00:00May 10th, 2024|Get Your Geek On, Podcasts|

Rye Zupancis, data experience designer and educator, featured on The Covert Code podcast, discussing geospatial and network visualization expertise.

Meet Rye Zupancis

Rye Zupancis is a data experience designer, engineer, and educator with a background in conceptual art and community media. She currently specializes in designing and engineering geospatial and network visualizations at Interos, a supply chain resilience startup. She previously worked in data visualization at the Wall Street Journal and Blackrock and is a professor of continuing education at Parsons School of Design, The New School.

Consumer Privacy: How Universal Is Universal Consent?

By |2024-12-01T03:19:57+00:00May 9th, 2024|Forbes Articles|

Forbes Books logo featuring the initials 'FB' with 'F' in black and 'B' in blue.

I was recently invited to be a guest on a webinar hosted by the International Association of Privacy Professionals titled “Universal Consent: Building Beyond Cookie Consent.” The invitation came during a call discussing Arlo Gilbert’s new book, The Privacy Insider: How to Embrace Data Privacy and Join the Next Wave of Trusted Brands.

This book opened my eyes to the challenges in developing next-level privacy programs to respond to data protection regulations and to the opportunities compliance has in attracting new customers and communicating with existing users.

It’s important to fully understand the risk in identifying a user’s online interest and sharing something they might be surprised and delighted by, such as a new pair of boots, a trendy purse, or those perfect ski goggles for their upcoming trip to Tahoe. The problem is all of the other ways data is being used. For example, location data could be used to identify that someone was at an abortion clinic or a cancer treatment center.

That’s why consent is so important. Users must be able to decide whether personal information is identifiable or shared with a third party, and that decision must be just as easy to retract as to give.

Historically, marketers have been among the largest users and (unfortunately) abusers of user data. We’re also often one of the biggest barriers to organizations moving toward the adoption of best practices such as universal consent.

So, what is universal consent and how can it help make us better marketers?

Universal consent dictates how organizations manage opt-ins across multiple devices and systems. It helps identify a user’s communication preferences in a clear data map that tracks and records opt-ins and opt-outs and provides guidance on how an organization can use that data.

But what happens when that same user exercises their “right to be forgotten” and asks to be deleted from all software and systems?

Referred to as an SRR or subject rights request, this privacy regulation grants individuals the right to review or manage personal data that companies have collected about them and to have it purged, corrected, or amended. Managing these requests could become a challenge without a clear plan in place.

The good news is that universal consent makes this process easy and efficient by tracking when consent was given and when it was retracted. It not only reduces waste but also increases efficiency.

As we respond to these regulations, it’s important to stay focused on our goals. Continuing to market to past customers who won’t repeat their purchases can cost you in more ways than one. While sending emails or text messages won’t break the bank, receiving high spam or block number requests on your domain or registered business numbers can have serious long-term consequences.

Too much spam on your domain can result in all company emails being flagged as malicious. Once a domain is marked, it’s almost impossible to get it unmarked. That means you’ll need to change your company’s email addresses, which can lead to brand confusion and missed opportunities.

The same is true with texting or calling customers. If they keep opting out or asking to be removed, the result is not more business but less at a higher cost in labor, fees, and time. The cost of storing inefficient or inaccurate data matters too.

Arlo’s book makes it clear: To be effective in an evolving digital landscape, business owners must prioritize consumer protection. By being at the forefront, you’ll increase your marketing results by targeting engaged users and building loyal relationships centered around trust and transparency.

Episode 10 – Featured Guest Steven Shaer

By |2024-12-08T09:39:10+00:00May 3rd, 2024|Get Your Geek On, Podcasts, SolarCoaster|

Steven Shaer, technology entrepreneur and expert in solar industry software solutions.Meet Steven Shaer

Steven Shaer has a long history of technology entrepreneurship and building strategic systems for a range of industries over a 30-year career. Educated with a BS in Computer Science from Rensselaer Polytechnic Institute and an MBA from New York University, his earliest career was spent as a technology individual contributor for such blue-ribbon companies as IBM, Deloitte, and Accenture. For the last ten years, he has led Atlantic CRM and Cloud Solutions, a Miami-based software development and software services company that has served a number of solar and other home services companies with CRM and custom software solutions. He is recognized as an expert in the solar industry, having consulted with several of the largest solar companies in the US.

Episode 9 – Featured Guest Jason Cutinella

By |2024-12-08T09:41:02+00:00April 26th, 2024|Podcasts|

Jason Cutinella, Founder and CEO of NMG Network, standing in his office.Meet Jason Cutinella

Jason Cutinella is the founder and CEO of NMG Network. After launching his career at McCann Erickson Worldwide as a media buyer for the Sony Pictures account and then transitioning to working on the client side of Sony Music International in New York City, Jason relocated to Hawai‘i in 2004 to pursue a master’s degree in communications from Hawaii Pacific University.

With a vision to transform the way that content is created and distributed in Hawai‘i and beyond, Jason founded NMG in 2009 in order to connect travelers and sophisticated urbanites to authentic experiences. To expand from print into digital content and reach new markets, Jason spearheaded the acquisition of Visitor Video Inc., Hawai‘i’s leading visitor industry video distribution company, to create NMG Network and enrich the company’s diverse storytelling capabilities.

In addition to his role leading NMG, Jason has served as Fundraising Chair of the Executive Board of Directors for the American Advertising Federation (AAF Hawaii) and ‘Ohina Short Film Festival, and he serves on the American Heart Association fundraising committee.

When Jason is not driving his business pursuits, he can be found rooting for the US national team at World Cup outings with friends, searching to find the best park bench to relax, catching his thoughts, and dreaming big! And exploring his newfound love for snowboarding!

Understanding How to Do Business With Aloha

By |2024-12-01T03:21:24+00:00April 26th, 2024|Forbes Articles|

For the past 20 years, I have called Hawaii home.

I’m not Hawaiian. I’m a Kama’aina, which means Local. The distinction matters.

I’ll never forget the day I received an email from my contact at Village Roadshow. They had acquired Hawaiian Waters Adventure Park and were partnering with the agency where I was working to rebrand to Wet’n’Wild Hawaii.

The email opened with “ATTENTION ALL EXTREME HAWAIIANS,” causing me to choke on my coffee. Hawaiians are native to the island. Locals are transplants. This common misconception is just one of the many nuances that mainlanders often miss when it comes to the fiftieth state.

What Does Localization Mean?

Growing up in Aspen, attending prep school in Pebble Beach, and attending college in Boston, I was used to the concept of localization, but nothing had quite prepared me for crossing the Pacific.

One of the first things I noticed was that no one honked their cars—not even if someone was looking at their phone and missing a light. There might be a slight love tap along with the shaka sign or a “Hey bro. You’re up!” with smiles and friendly waves, not middle fingers.

It’s little things like this that have added up to me loving the islands and believing that there is no better place to raise a child or run a business.

In Hawaii, everyone is family. This means that keiki (children) address elders as “uncle” and “auntie,” terms of respect and endearment. It also means that businesses don’t engage in aggressive, competitive ads. Instead, they practice the concept of Kuleana.

Kuleana loosely means “responsibility” and is bi-directional, reflecting a reciprocal relationship between the person responsible and the thing they’re responsible for. It’s a term used to maintain balance within society and the environment.

Kuleana for the land means to care for it, and, in return, the land then feeds and shelters us. Kuleana is a privilege. Kuleana demonstrates concern and responsibility.

Kuleana is Vital to Doing Business in Hawaii

These concepts are vital to understanding the unique differences in doing business here. I first encountered how Kuleana impacted businesses when my agency was working on a rebrand for Hawaii Employers Medical Insurance Company (HEMIC).

They provide comprehensive products and services to protect Hawaii businesses and their workers, including workers’ compensation, temporary disability, and specialty insurance solutions. They deeply practiced the concept of Kuleana and translated that into everything they did.

From the solutions they offered to the nonprofits they donated to, every decision was framed within the context of whether it was in the best interest of the land and the people of Hawaii. This meant that they were willing to work with identified competitors to make sure that people were protected.

The concept of “us at any cost” doesn’t have a home in Hawaii. People actually do want everyone to succeed and to lift each other up. In fact, did you know that aloha means “breath of life” and represents an exchange or sharing of ha (breath)? When we use this greeting, we’re inviting connection and respect for life.

This awareness of the importance of respect and connection transforms how business is carried out. Living with aloha is a lesson in light, in collaboration, and in positive growth that I want to share with everyone. We’re all connected. If we treat each breath as an opportunity for connection, we can achieve so much more.

An Invitation

I invite you to practice living and working with aloha. Start small by simply making a pledge not to honk your horn if the car in front of you is moving slowly. Then, go bigger and take a careful review of how your business behaves, both internally and externally.

Consider your decisions within the Kuleana framework and choose opportunities to have a positive impact in your workplace and your community.

Episode 8 – Featured Guest Michael O’Donnell

By |2024-12-09T18:43:21+00:00April 19th, 2024|Author, Podcasts, SolarCoaster|

Michael O'Donnell, author of 'No Matter Watt,' renowned salesman and VP of Sales at SunSolar Solutions, expert in high-figure sales and generational wealth mindset.

Meet Michael O’Donnell

Through his “today only” closing method, Mike O’Donnell teaches salespeople the recipe for generating up to a 7-figure income by achieving as high as 8-figure sales results driven by a 9-figure, generational wealth mindset.

As the #1 salesman in the world with a personal sales volume of over 12,000,000 watts of solar sold since 2015, he teaches his method to both individual salesmen and entire companies to triple their closing percentage. Mike is a five-time D2DCON Double Golden Door Award winner and is also the Vice President of Sales and a Partner at SunSolar Solutions in Arizona. He has been a keynote speaker at numerous solar conferences and has been featured on many sales and solar podcasts. Mike is the author of the book No Matter Watt: The Recipe for a 7-Figure Income in Sales.

Episode 7 – Featured Guest Jody Shiroma

By |2024-12-09T18:42:07+00:00April 12th, 2024|Podcasts|

Jody Shiroma, Vice President of Communications at PBS Hawaiʻi.

Meet Jody Shiroma

Jody Shiroma is a strategic leader with a rich background in communications. She directs marketing and communication strategies for PBS Hawai’i’s General Audience programming, managing the station’s brand and digital presence across various platforms. 

She has orchestrated groundbreaking initiatives such as the station’s launch of the PBS KIDS 24/7 streaming channel and its expansion onto multiple platforms, including YouTube TV, HULU TV, Local Now, and DIRECTV.

Noteworthy among her achievements is the successful execution of a comprehensive brand refresh, solidifying PBS Hawaiʻi’s digital presence and increasing its audience engagement.

Jody’s passion for storytelling extends beyond conventional mediums. She is the driver behind PBS Hawaiʻiʻs digital landscape, where she spearheads innovative strategies and has pioneered compelling narratives across the station’s digital platforms. Her direction has led to the development of digital-exclusive content, podcasts, and livestreams, enriching the viewer experience, fostering deeper community connections, and driving engagement.

She champions culturally significant projects, serving as the executive producer of an eagerly anticipated Hawaiʻi-based reggae documentary slated to release in 2024, the Alanui mele podcast, which explores the rich tapestry of Hawaiʻi’s hip-hop culture, and What School You Went, which explores the traditions and stories that make up the modern-day culture of Hawaiʻi.

Her impact was also seen when she helped orchestrate a groundbreaking digital fundraiser at PBS Hawaiʻi, surpassing its goal and earning national recognition.

Before her tenure at PBS Hawaiʻi, Jody left an indelible mark on Aloha United Way, where she developed award-winning advertising campaigns and marketing partnerships that elevated the organization’s community standing. She played a pivotal role in revitalizing the Aloha United Way brand among millennials and Gen X leaders, orchestrating campaigns that raised over $700,000 and investing over 1,000 hours of volunteer service. 

Jody has received praise from her peers, earning her the prestigious title of AAF-Hawaii’s 2020 Person of the Year and recognition on a national level as a 2023 AdWeek Future is Female winner.

A graduate of the University of Hawaiʻi at Mānoa, Jody is deeply ingrained in various organizations, serving on boards and committees, including AAF-Hawaiʻi and HUGS Hawaiʻi. She chairs the national PBS Marketing Advisory Council and contributes to the PBS Digital Marketing Advisory Council and Hawai’i Department of Health’s Sexual and Gender Minority (SGM) Workgroup. 

As the Co-Chair of the AAF-Hawaiʻi Education Committee, she is dedicated to nurturing the next generation of advertising talent through the development of the innovative program, Two Scoops, where she has connected key leaders and professionals with students.

Beyond her professional accolades, Jody’s commitment to mentorship shines through her role as a former mentor for AD2 Hawaiʻi and a current one for the American Marketing Association, as well as serving as a judge for AMAʻs national scholarship programs.

Outside of PBS Hawaiʻi, Jody served in a dual role as executive producer and publicist for the film Growing Up Local. There, she worked to ensure that the film authentically captured the essence of local culture and crafted compelling narratives through a strategically executed publicity campaign, generating buzz and anticipation for the film release.

Episode 6 – Featured Guest Cam Tullos

By |2024-12-09T18:41:12+00:00April 5th, 2024|Get Your Geek On, In-Person, Podcasts|

Cam Tullos, Founder / Principal Software Engineer at Reactium LLCMeet Cam Tullos

Cam is an expert Javascript developer, particularly proficient in the React framework, Node.js/Express, and co-authoring a full-stack decoupled development framework with me. His design eye and proficiency in CSS/SCSS are complemented by a wealth of creative ideas, which he effortlessly translates into innovative solutions. Together, we developed a framework that not only meets client needs but does so with a touch of magic.

What sets Cam apart is his outstanding work ethic and collaboration skills. He’s a consummate team player with an electric, positive personality that keeps the team both productive and enjoying the work. Cam is not just about ideas; he takes them creatively and technically forward, inspiring the team to explore possibilities and push boundaries.

In terms of leadership, Cam fearlessly addresses social blockers and effectively communicates technical challenges and potential solutions to management.

Cam possesses excellent communication skills, effortlessly conveying the most important values to stakeholders. His charisma and passion make him adept at relating to diverse audiences. Additionally, Cam has a knack for challenging teams to explore new approaches, break down communication barriers, and reach new heights.

In summary, Cam Tullos is not just a Lead Software Engineer; he’s a catalyst for positive change within a team. His ability to challenge the status quo, coupled with his technical expertise and charismatic communication style, make him an invaluable asset to any project.

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