In this episode of This Time, It Landed, Michael Liebowitz sits down with Aldo Pourchet, co-founder of Omios Biologics, to tackle one of the hardest challenges in science-backed startups: how do you communicate deeply complex innovation in a way investors actually understand? Aldo walks us through why many current cancer therapies fail, how cancer adapts faster than single-mode treatments, and why viral-based therapies offer a fundamentally different approach. Together, Michael and Aldo work live to translate cutting-edge oncology science into clear, compelling messaging — without dumbing it down.
 
Guest Introduction:
Aldo Pourchet is the co-founder of Omios Biologics, a biotechnology company developing next-generation oncolytic viral therapies designed to match the complexity and adaptability of cancer itself. With a background rooted in molecular biology and translational science, Aldo focuses on turning decades of fundamental research into therapies that overcome resistance, toxicity, and the limitations of single-target cancer treatments.
 
Key Takeaways:
Cancer adapts rapidly — therapies that rely on a single static target inevitably fail.
Complexity in the solution doesn’t mean complexity in the message.
Oncolytic viral therapies work by exploiting what cancer cells lack, not what they express.
Effective messaging starts with what the audience needs to understand, not what the scientist wants to explain.
Investors don’t need all the science — they need the logic of why it works.
Metaphors are not simplifications; they are precision tools for understanding.
 
Chapter Markers:
0:00 Welcome to This Time, It Landed
0:48 Show intro and framing the messaging challenge
1:18 Introducing Aldo Pourchet and Omios Biologics
2:10 Why cancer therapy is inherently complex
3:12 Why current therapies rely on fragile assumptions
4:30 Toxicity, resistance, and the limits of single-mode treatments
6:05 Using analogies to explain cancer behavior
8:30 Why viruses naturally target cancer cells
11:00 What makes oncolytic viral therapies different
13:45 Engineering selectivity instead of attenuation
16:30 Matching therapy adaptability to cancer adaptability
18:10 The “changing shapes” metaphor that lands
21:00 Pre-framing investor objections
24:00 Why efficacy must come before safety in messaging
27:45 Translating science into investor-ready language
31:00 Where Omios is in its development journey
34:30 What still needs to be done to reach clinical impact
 
Keywords:
This Time, It Landed podcast, Michael Liebowitz, Aldo Pourchet, Omios Biologics, cancer therapy innovation, oncolytic viruses, biotech messaging, life sciences communication, startup storytelling, venture capital biotech, scientific messaging, oncology innovation, complex product messaging

If you’ve ever tried to get real insight from niche or senior audiences, you already know the truth: humans say one thing, do another, and sometimes don’t respond at all. In this episode, I sit down with Jeremy Greenberg, founder of CrowdWave AI, to unpack why traditional research methods are breaking down — and how simulated sentiment is helping leaders finally get high-fidelity signals fast enough to matter.
 
Guest Introduction:
Jeremy Greenberg is the founder of CrowdWave AI, a research innovation company combining data, AI, and human expertise to simulate sentiment from hard-to-reach audiences. Before launching CrowdWave, Jeremy led research and analytics at DraftKings and spent more than a decade running Avenue Group, a primary research firm supporting private equity diligence. His work focuses on uncovering what customers really think — beyond what they say in a survey — to help leaders make more confident, data-backed decisions.
 
Key Takeaways:
The problem isn’t research — it’s access.
AI isn’t replacing human research — it’s unlocking missing layers.
CEOs aren’t resistant to insight — they’re overwhelmed by the friction.
Trust is built through shared beliefs, not time.
Speed to function is becoming the new competitive advantage.
 
Chapter Markers:
00:00 – Why research with niche audiences breaks down
00:31 – Welcome to This Time, It Landed
01:18 – Introducing Jeremy Greenberg of CrowdWave AI
01:43 – How CrowdWave uses AI, data & human expertise
02:18 – Attracting the wrong-fit client
03:40 – The communication friction at the C-suite level
04:50 – Why Jeremy built CrowdWave
06:17 – What AI can reveal that surveys can’t
07:57 – The behavior layer that research often misses
09:45 – Human bias vs AI simulation
11:40 – Why niche audiences are so hard to reach
13:20 – Reducing internal echo chambers
14:54 – What AI adds beyond traditional research
16:20 – Speed vs accuracy: what really matters
18:03 – Finding the belief system behind the business
19:22 – Why organizations avoid research
20:56 – The trust layer in decision-making
23:13 – The real challenge: finding the right people
25:14 – The fidelity problem in customer data
26:25 – Jeremy’s concerns about “replacing humans”
 
Keywords:
CrowdWave AI, simulated sentiment, customer research, market research innovation, B2B insights, AI-assisted research, executive decision-making, niche audiences, behavioral prediction, messaging clarity, Michael Liebowitz, This Time It Landed podcast, neuroscience and messaging, product testing, brand positioning, customer sentiment analysis.

If you’ve ever tried to get real insight from niche or senior audiences, you already know the truth: humans say one thing, do another, and sometimes don’t respond at all. In this episode, I sit down with Jeremy Greenberg, founder of CrowdWave AI, to unpack why traditional research methods are breaking down — and how simulated sentiment is helping leaders finally get high-fidelity signals fast enough to matter.
 
Guest Introduction:
Jeremy Greenberg is the founder of CrowdWave AI, a research innovation company combining data, AI, and human expertise to simulate sentiment from hard-to-reach audiences. Before launching CrowdWave, Jeremy led research and analytics at DraftKings and spent more than a decade running Avenue Group, a primary research firm supporting private equity diligence. His work focuses on uncovering what customers really think — beyond what they say in a survey — to help leaders make more confident, data-backed decisions.
 
Key Takeaways:
The problem isn’t research — it’s access.
AI isn’t replacing human research — it’s unlocking missing layers.
CEOs aren’t resistant to insight — they’re overwhelmed by the friction.
Trust is built through shared beliefs, not time.
Speed to function is becoming the new competitive advantage.
 
Chapter Markers:
00:00 – Why research with niche audiences breaks down
00:31 – Welcome to This Time, It Landed
01:18 – Introducing Jeremy Greenberg of CrowdWave AI
01:43 – How CrowdWave uses AI, data & human expertise
02:18 – Attracting the wrong-fit client
03:40 – The communication friction at the C-suite level
04:50 – Why Jeremy built CrowdWave
06:17 – What AI can reveal that surveys can’t
07:57 – The behavior layer that research often misses
09:45 – Human bias vs AI simulation
11:40 – Why niche audiences are so hard to reach
13:20 – Reducing internal echo chambers
14:54 – What AI adds beyond traditional research
16:20 – Speed vs accuracy: what really matters
18:03 – Finding the belief system behind the business
19:22 – Why organizations avoid research
20:56 – The trust layer in decision-making
23:13 – The real challenge: finding the right people
25:14 – The fidelity problem in customer data
26:25 – Jeremy’s concerns about “replacing humans”
 
Keywords:
CrowdWave AI, simulated sentiment, customer research, market research innovation, B2B insights, AI-assisted research, executive decision-making, niche audiences, behavioral prediction, messaging clarity, Michael Liebowitz, This Time It Landed podcast, neuroscience and messaging, product testing, brand positioning, customer sentiment analysis.

In this episode of This Time, It Landed, host Micah Lebowitz works with Zack Abbott, microbiologist and Founder/CEO of ZBiotics, to clarify the deeper narrative behind the company’s breakthrough products. Together they explore the idea of bacteria as elegant, underutilized machines capable of solving modern problems—from alcohol byproducts to fiber gaps caused by modern diets. Through neuroscience-backed messaging work, Micah helps Zack articulate a powerful reframing: ZBiotics products don’t just “help”—they provide meaningful, incremental building blocks that counteract the challenges of modern living.
 
Guest Introduction:
Zack Abbott, PhD, is the Co-Founder and CEO of ZBiotics, a company pioneering genetically engineered probiotics that solve modern health challenges with precision. With a background in microbiology and a passion for elegant, science-driven solutions, Zack builds products that align with real human behavior—delivering meaningful benefits through beautifully engineered bacteria that help our bodies tackle the problems evolution hasn’t caught up to yet.
 
Key Takeaways:
ZBiotics’ core philosophy: bacteria are elegant machines, underutilized and capable of solving modern biological problems.
Messaging must meet people where they are—reframing genetic engineering through accessible metaphors like cultivation and agriculture.
The new “Sugar to Fiber” product represents incremental benefit, not radical change—aligned with real behavior instead of idealized behavior.
Modern life creates novel challenges for our bodies; ZBiotics aims to supply the missing “building blocks” to help solve them.
The strongest brand narrative focuses on problem solving, meaningful benefit, and aligning with the customer’s lived experience.
Effective positioning comes from identifying the meta-frame that ties diverse benefits together.
 
Chapter Markers:
0:00 Intro — Welcome to This Time, It Landed
0:45 Introducing Zack & ZBiotics 1:30 What ZBiotics Does & Why It Matters
2:00 Zack’s Personal Motivation and Scientific Curiosity
4:10 “Elegant Sophistication” — What That Means to Zack
5:20 Cultivation as a Metaphor for Engineered Probiotics
10:00 Evolution vs. Modern Lifestyle
12:30 Why Fiber Matters & What It Enables
15:00 Behavioral Alignment vs. Behavior Change
18:00 Positioning Fiber Through Building Blocks of Health
20:00 Counteracting Modern Living
22:00 The “More” Frame vs. Restriction
24:00 What Customers Really Want (and Don’t Understand Yet)
26:00 Linking Fiber to Meaningful Outcomes
28:00 Meta-Framing: Connecting All the Benefits
35:00 Revisiting the Core Brand Belief
39:00 Building Blocks, Modern Problems & Brand Positioning
45:00 Final Synthesis & Messaging Direction
49:00 Closing Reflections
 
Keywords:
This Time It Landed, Micah Lebowitz, Zack Abbott, ZBiotics, messaging clarity, genetic engineering messaging, probiotics, microbiome, building blocks of health, incremental benefit, modern health challenges, neuroscience communication, founder messaging, product positioning, sugar to fiber

In this episode of This Time, It Landed, host Micah Lebowitz works with Zack Abbott, microbiologist and Founder/CEO of ZBiotics, to clarify the deeper narrative behind the company’s breakthrough products. Together they explore the idea of bacteria as elegant, underutilized machines capable of solving modern problems—from alcohol byproducts to fiber gaps caused by modern diets. Through neuroscience-backed messaging work, Micah helps Zack articulate a powerful reframing: ZBiotics products don’t just “help”—they provide meaningful, incremental building blocks that counteract the challenges of modern living.
 
Guest Introduction:
Zack Abbott, PhD, is the Co-Founder and CEO of ZBiotics, a company pioneering genetically engineered probiotics that solve modern health challenges with precision. With a background in microbiology and a passion for elegant, science-driven solutions, Zack builds products that align with real human behavior—delivering meaningful benefits through beautifully engineered bacteria that help our bodies tackle the problems evolution hasn’t caught up to yet.
 
Key Takeaways:
ZBiotics’ core philosophy: bacteria are elegant machines, underutilized and capable of solving modern biological problems.
Messaging must meet people where they are—reframing genetic engineering through accessible metaphors like cultivation and agriculture.
The new “Sugar to Fiber” product represents incremental benefit, not radical change—aligned with real behavior instead of idealized behavior.
Modern life creates novel challenges for our bodies; ZBiotics aims to supply the missing “building blocks” to help solve them.
The strongest brand narrative focuses on problem solving, meaningful benefit, and aligning with the customer’s lived experience.
Effective positioning comes from identifying the meta-frame that ties diverse benefits together.
 
Chapter Markers:
0:00 Intro — Welcome to This Time, It Landed
0:45 Introducing Zack & ZBiotics 1:30 What ZBiotics Does & Why It Matters
2:00 Zack’s Personal Motivation and Scientific Curiosity
4:10 “Elegant Sophistication” — What That Means to Zack
5:20 Cultivation as a Metaphor for Engineered Probiotics
10:00 Evolution vs. Modern Lifestyle
12:30 Why Fiber Matters & What It Enables
15:00 Behavioral Alignment vs. Behavior Change
18:00 Positioning Fiber Through Building Blocks of Health
20:00 Counteracting Modern Living
22:00 The “More” Frame vs. Restriction
24:00 What Customers Really Want (and Don’t Understand Yet)
26:00 Linking Fiber to Meaningful Outcomes
28:00 Meta-Framing: Connecting All the Benefits
35:00 Revisiting the Core Brand Belief
39:00 Building Blocks, Modern Problems & Brand Positioning
45:00 Final Synthesis & Messaging Direction
49:00 Closing Reflections
 
Keywords:
This Time It Landed, Micah Lebowitz, Zack Abbott, ZBiotics, messaging clarity, genetic engineering messaging, probiotics, microbiome, building blocks of health, incremental benefit, modern health challenges, neuroscience communication, founder messaging, product positioning, sugar to fiber

In this episode of This Time, It Landed, host Michael Liebowitz sits down with Praveena Dhanalakota, founder of Supra AI, to explore a radical new concept in the world of artificial intelligence — the AI persona. Praveena shares how Supra AI helps people turn their expertise, values, and voice into living digital extensions of themselves — a way to preserve human knowledge and legacy for generations to come. From ethical data ownership to the idea of “human in the loop” AI, this conversation dives into how technology can humanize, not replace, intelligence.
 
Guest Introduction:
Praveena Dhanalakota is the founder of Supra AI, a company creating AI personas that bridge the gap between human knowledge and machine intelligence. With a passion for legacy, learning, and ethics in technology, Praveena’s vision is to empower individuals to own, train, and preserve their digital selves — ensuring that human creativity remains at the core of the AI revolution.
 
Key Takeaways:
AI personas are not digital twins — they’re digital reflections of human personality, continuously shaped by experience and learning.
Supra AI empowers users to own and train their data, ensuring their AI remains ethical, authentic, and human-guided.
Legacy and mentorship can live beyond lifetimes when expertise is captured dynamically through AI personas.
The future of AI isn’t just automation — it’s human preservation through digital intelligence.
True creativity requires a “human in the loop,” keeping AI grounded in empathy, emotion, and ethics.
 
Chapter Markers:
0:00 Intro
1:00 Guest Introduction – Praveena Dhanalakota of Supra AI
3:00 Defining AI Personas vs. Digital Twins
6:00 The Challenge of Building a New Category in AI
10:00 Data Ownership and Ethics in the AI Era
13:00 Preserving Human Creativity and Legacy
18:00 The Human in the Loop: Why AI Needs Us
22:00 Praveena’s Story – Legacy, Art, and Her Grandfather’s Influence
28:00 Turning Knowledge into Living, Learning Personas
34:00 How AI Personas Redefine Mentorship and Learning
42:00 Closing Thoughts – The Future of Humanized AI
 
Keywords:
Michael Liebowitz, Praveena Dhanalakota, Supra AI, AI personas, digital twin, artificial intelligence, legacy, knowledge preservation, human in the loop, data ownership, AI ethics, AI and creativity, This Time It Landed, neuroscience communication

In this episode of This Time, It Landed, host Michael Liebowitz sits down with Praveena Dhanalakota, founder of Supra AI, to explore a radical new concept in the world of artificial intelligence — the AI persona. Praveena shares how Supra AI helps people turn their expertise, values, and voice into living digital extensions of themselves — a way to preserve human knowledge and legacy for generations to come. From ethical data ownership to the idea of “human in the loop” AI, this conversation dives into how technology can humanize, not replace, intelligence.
 
Guest Introduction:
Praveena Dhanalakota is the founder of Supra AI, a company creating AI personas that bridge the gap between human knowledge and machine intelligence. With a passion for legacy, learning, and ethics in technology, Praveena’s vision is to empower individuals to own, train, and preserve their digital selves — ensuring that human creativity remains at the core of the AI revolution.
 
Key Takeaways:
AI personas are not digital twins — they’re digital reflections of human personality, continuously shaped by experience and learning.
Supra AI empowers users to own and train their data, ensuring their AI remains ethical, authentic, and human-guided.
Legacy and mentorship can live beyond lifetimes when expertise is captured dynamically through AI personas.
The future of AI isn’t just automation — it’s human preservation through digital intelligence.
True creativity requires a “human in the loop,” keeping AI grounded in empathy, emotion, and ethics.
 
Chapter Markers:
0:00 Intro
1:00 Guest Introduction – Praveena Dhanalakota of Supra AI
3:00 Defining AI Personas vs. Digital Twins
6:00 The Challenge of Building a New Category in AI
10:00 Data Ownership and Ethics in the AI Era
13:00 Preserving Human Creativity and Legacy
18:00 The Human in the Loop: Why AI Needs Us
22:00 Praveena’s Story – Legacy, Art, and Her Grandfather’s Influence
28:00 Turning Knowledge into Living, Learning Personas
34:00 How AI Personas Redefine Mentorship and Learning
42:00 Closing Thoughts – The Future of Humanized AI
 
Keywords:
Michael Liebowitz, Praveena Dhanalakota, Supra AI, AI personas, digital twin, artificial intelligence, legacy, knowledge preservation, human in the loop, data ownership, AI ethics, AI and creativity, This Time It Landed, neuroscience communication

Welcome back to This Time It Landed, where we dive into real-time conversations on positioning and messaging for ambitious leaders. Today, I sit down with Matt Olson, founder of MGO Studios, to tackle the common challenge of sounding generic in a commoditized graphic design world. We explore how to articulate your value beyond "I'm a graphic designer," emphasizing first impressions that stop the scroll and make prospects stick around. From countering AI and cheap alternatives to aligning visuals with core beliefs like speed and context, we uncover strategies to differentiate and attract the right clients. If you're in creative services and struggling to stand out, this episode will help you refine your voice and connect deeply. Tune in, take notes, and let's make your message land—subscribe and share your thoughts!
 
Guest Introduction:Matt Olson is the founder and creative director of MGO Studios, a graphic design firm focused on visual branding that grabs attention and builds lasting impressions. With a background rooted in art from a young age and a drive to create designs that communicate instantly, Matt brings firsthand insights into differentiating in a world of DIY tools and AI. He's all about helping businesses avoid generic looks and instead craft visuals that scream value right away.
Key Takeaways:• In a scrolling world, your visual brand must stop people in their tracks and make them want to stick around—it's not just about design, but instant communication of worth.• Avoid sounding generic by focusing on the 'hole, not the drill'—clients want results like quick emotional connections, not just a logo.• Counter commoditization from AI and cheap services by emphasizing human elements like context, taste, and soul that machines can't replicate.• Align your messaging with core values like speed to function and efficiency to attract clients who value time and quality over cost.• Use client stories and testimonials to pre-frame objections, showing how your work delivers fast, right-fit results without endless revisions.• Network for revenue-positive businesses with pipelines—these are the ones ready for visuals that elevate their brand and reward quick decisions.
 
Chapter Markers:0:00 Intro0:55 Welcome and Episode Setup1:26 Guest Introduction (Matt Olson)1:38 Framing the Challenge: Generic Messaging & Commoditization3:30 Importance of Visual Branding & First Impressions10:00 Stopping the Scroll: Crafting Attention-Grabbing Designs24:00 Differentiating from AI and DIY Platforms48:13 Speed and Efficiency in Design Delivery51:20 Key Takeaways and Social Proof Strategies54:11 Closing and Lightning Round
Keywords:This Time It Landed, Michael Liebowitz, Matt Olson, MGO Studios, graphic design, visual branding, brand messaging, positioning, differentiation, AI in design, commoditization, first impressions, stop the scroll, creative services, business networking