Dr. Joanne Archbold on Turning Business History Into a Marketing Superpower | Founders Future

Описание: In this episode of Founders Future (powered by closes.io), host Olivia Salmons speaks with Dr. Joanne Archbold, founder and principal consultant of Livy Consulting, about how companies can leverage their history and heritage to create narrative, connection, and engagement. Joanne shares her early passion for history, her work at Historic Canada producing Heritage Minutes, her move into marketing at a major Canadian law firm, and how a cancer diagnosis influenced her decision to pursue a PhD in Canadian Political and Military History and build her consultancy. She explains the overlap between historical research and marketing through storytelling, her shift toward helping Canadian businesses differentiate themselves amid North American geopolitical tension, and how she turns archival materials into assets like lobby displays, social campaigns, LinkedIn series, and talks for employees and partners. Joanne discusses customer acquisition through personal networks and LinkedIn thought leadership, plans to expand outreach with co-op business students and future advertising, and her vision to scale by hiring historians as academic job opportunities shrink. She also addresses AI’s limits in historical work due to the physical nature of archives and the need for critical evaluation and narrative building. Listeners can connect with her at livyconsulting.ca and on LinkedIn as Joanne Archbold, PhD.

00:00 Welcome to Founders Future + Meet Dr. Joanne Archbold (Livy Consulting)
01:17 Joanne’s Origin Story: From Loving History to Building a Consultancy
04:14 Career Pivot: Why History and Marketing Are a Perfect Match
06:06 Who Livy Consulting Helps: Turning Archives Into Brand & Marketing Assets
09:00 Proving Your Values With Evidence: Using Heritage to Build Trust
10:22 Getting Clients: Networking, LinkedIn Thought Leadership & Outreach Plans
14:36 Scaling the Business: Hiring Students and Building a Historian Hub
16:36 AI vs. Historians: What Tech Can’t Replace in the Archives
18:45 Biggest Challenges: Time, First Hires, and Managing Growth
20:22 Where to Connect + Closing Remarks

_____

Follow us on LinkedIn:   / foundersfuture  

Listen to us on Spotify: https://open.spotify.com/show/2UNPGOl...