Welcome back to THIS. with Shauna Griffiths! This episode, Breaking Down Strategic Growth Planning - Leveraging Insights to Drive a Competitive Advantage, features my good friend, Dr. Heather Maxwell. Heather is a revenue generator fueled by insights and strategy - AND - a First Draft Class #LeadershipAthlete. She has over 15 years' experience leading insights teams for top-tier companies like Notre Dame, General Mills, Conagra Brands, and Sazerac Company. Currently, she has a fractional EVP of Insights & Growth at iris research & strategy, and is simultaneously building her own company - NEXT 5 TEAM - a venture focused on increasing collegiate athletics' in-person attendance and driving fan engagement.  Tune in to hear about: How insights have fueled Heather's career How Heather approaches Strategic Growth Planning and Leveraging Insights to Drive a Competitive Advantage iris research & strategy sweet spot and approach NEXT 5 TEAM's work with college athletic departments designed to impact in-person attendance and driving fan engagement The importance of consumer experiences across verticals and what Heather is seeing in the space  Heather's red hot LinkedIn game and her approach to Leadership  Critical takeaways in the insights and competitive advantage realm Critical takeaways in the leadership realm Heather and I had so much fun recording this episode that I forgot we were actually recording at times! We'd love to hear your feedback so feel free to reach out to us in on LinkedIn.  #strategy #insights #impact #research #leaders #leadership