In this episode of YouShouldTalkTo, our host Daniel Weiner sits down with CMO of Petzey, Ameetess Dira, for a forward-looking conversation about leadership, marketing, agency partnerships, and the responsibility brands have to operate with purpose. At the core of Ammetess’s work is the drive to choose intention over noise and clarity over chaos. There is already so much bad in the world, and the economy has been so weird this year, so it’s important to Ameetess that she seeks goodness and good people every day - including at work.
Their conversation also dives into what makes agency relationships truly work. For Ameetess, technical skill and impressive credentials are table stakes. What really defines a positive agency experience is the human element. She looks for partners who are not only capable but also honest, thoughtful, and willing to challenge ideas when necessary. The ability to offer constructive pushback, communicate transparently, and act with integrity sets great partners apart from the rest. In her view, trust and character create the foundation for everything else, and without them, even the best strategy will fall short.
This conversation is a compelling reminder that success doesn’t come from chasing every opportunity or trend. It comes from choosing focus, surrounding yourself with the right people, and committing to work that actually matters. For leaders, marketers, and agency partners alike, this episode offers a clear takeaway: when purpose leads, and people are prioritized, the path forward becomes not only clearer but far more impactful.
Tune into Ameetess' episode to hear how she chooses good humans to work with when hiring agencies and how you can find the good in future opportunities, even during a turbulent economy.
Guest-at-a-Glance
💡 Name: Ameetess Dira, CMO at Petzey
💡 Where to find them: LinkedIn
Key Insights
AI Is a Tool - Humanity Is the Differentiator
As AI continues to expand across every industry, it’s easy to fall into fear-based narratives about automation replacing human creativity. But the real opportunity lies in the opposite direction. When technology becomes ubiquitous, humanity becomes the standout. Brands that win will use AI to enhance connection, not replace it. This is the moment to lean into storytelling, empathy, and values. AI can optimize processes, surface insights, and scale execution - but it can’t replace emotional intelligence or cultural nuance. The brands that thrive will be the ones that use technology to amplify human creativity, not flatten it.
Values Now Drive Brand Loyalty
Brand support today is increasingly rooted in shared values, especially among younger audiences. Purchasing decisions are no longer just transactional - they’re personal. Consumers want to feel good about the brands they support and confident that those brands reflect their beliefs. This evolution has fundamentally changed marketing. Success now requires more than clever messaging or competitive pricing. Brands must clearly articulate what they stand for and consistently live those values across every touchpoint.
Choosing Progress Over Negativity
The world is full of challenges, and it’s easy for teams to become overwhelmed by everything that isn’t working. But progress is driven by perspective. Leaders who focus on possibility - rather than paralysis - create environments where innovation can thrive. Every path forward involves difficulty. The difference lies in choosing challenges that lead to growth instead of stagnation. When teams reframe obstacles as opportunities, they build resilience and optimism into their culture.
