How well does your business really understand its customers? This week on Soul & Science, Jason Harris talks to Amanda Teder, CMO at Generac, about how consumer needs should inform business decisions, why cross-functional collaboration matters, and how marketers can have a greater impact on growth. Across roles at Procter & Gamble, Michelin, and now Generac, Amanda has built her career around simplifying complex challenges, putting the consumer at the center, and understanding how every part of the business can work together. Amanda explains how Generac balances advertising and customer experience across both industrial and residential markets, why marketing needs a voice in product decisions even when it doesn’t own them, and why brand and performance don’t have to be an either/or decision. They also discuss using AI across the four Ps, measuring marketing against revenue, and why the best strategies combine informed hypotheses with continuous testing. ⏱️ Chapters 00:00 Intro 01:55 Amanda’s Path to Generac 03:25 Simplifying Complex Marketing Problems 05:50 Building and Growing a Category at Generac 09:05 Why the Four Ps Still Matter 14:00 Measuring Marketing’s Impact 15:55 Brand Awareness Beyond Moments of Crisis 21:00 Marketing Should Keep the Customer in Business Decisions 25:50 How AI Can Strengthen the Four Ps 30:35 Amanda’s Mantras 34:55 Lightning Round Brought to you by Mekanism.