Corrales Cachola

Brand New Voices

Founder

Noreen London Fine Jewellery

Director of Operations and Head of Partnerships

Barret School of  Banking

Marketing Support Specialist

VOON Creative

Principal

Special Olympics Oregon

Contractor

Brand New Voices | Linkedin Top Voice | web3, Storytelling, Marketing & Community strategy

I'm your host, Corrales, the founder of Brand New Voices. 

I'm a strategic consultant, coach, marketer, and educator dedicated to helping founders, leaders, coaches, consultants, creatives, and marketing experts understand their customers, users, technologies, and products from a human-centric lens.

I have a degree in journalism and creative writing, and help my clients understand and implement their brand, marketing, and storytelling in ways that connect with modern consumers who are seeking to align with companies making an impact in the world. 

I do this using a powerful framework I've designed over the years called Human Marketing.
 I've worked with a wide range of companies from Nike to the World Health Organization to Special Olympics, community banks, nonprofits, high-end jewelry designers, and tech startups.

More recently, I have worked with startups in emerging tech industries such as Web3 and AI.

Reach out to me on DMs if you want to chat about a strategy to humanize your marketing and get clarity on your mission and vision in a way that connects with your customers and partners.

How to actually teach AI

Most AI workshops start with:
- Features
- Prompts
- Efficiencies 
- Use cases

My “inside-out” approach flips it:

1. Name a problem that hurts enough to matter.

2. Name the identity that would be proud to tackle it.

3. Only then, map AI onto that identity and the problem.

Examples:

Before: “I help underserved founders tell their story clearly.” → After: how does AI help you listen better, see patterns, and sharpen language without flattening their reality?

Before: “I am the kind of leader who shields my team from BS complexity.” → After: how does AI become our simple coordination system instead of an unstructured free-for-all?

In other words:

Teach people to design a character they’re willing to play in this new system.

Then hand them tools that honor that character.

Human + Tech Alignment • Creative AI strategy • Marketing, Brand, & Storytelling • 25-yr secret weapon for startups, consultants, agencies, and nonprofits.

There’s a big difference between “learning AI” and using AI to create value in the marketplace in new, innovative, exciting ways.

If you’re teaching Ai to clients, this is the first thing you should be asking them to understand what they are truly after.

"Learning AI" and "upskilling" are what I call an "outside-in" approach that people in organizations take when they don't know what they want. 

Creating durable marketplace value is a whole different animal and takes an "inside-out" approach.

The reality is that most companies are just using Ai to automate their own mediocrity. 

They take existing processes no one likes to do and add turbo buttons to them with Ai.

But that's not going to lead to real transformation because it’s just speeding up known tasks.

True transformation isn't just about speed and automation; it's about unique architecture to create new marketplace value.

It’s about designing workflows where the "intelligence" is decoupled from the model -- allowing you to swap out engine parts without rebuilding the car.

The model is a commodity; your system is the asset.

If you are just building around the next Ai news cycle, you aren't building a business, you're just renting features from OpenAi, Anthropic, and Google.

More businesses need to understand how to start architecting their own intelligence systems instead of relying on the latest frontier model release. 

Ditto for Ai use cases.

You can’t be an industry leader by doing prescriptive AI deployments based on other “successful use cases.”

Why?

Because brand isn’t a templated affair — much to the chagrin of the CFO and other “ROI” chasers.

Your brand and its unique systems drive Ai, not the other way around. 

As it turns out, playing follow-the-leader will not turn your brand into a leadership brand in Ai.

Shocker! 😱

I interviewed an Edward’s Jones Financial Planner today about how she’s getting along with their corporate AI deployment. 

“It does a lot of stuff, but I hate striking up a conversation with it to get what I need,” she said.

So she hardly uses it. 

Too busy running her business, she said, even though the Ai might be able to give her an edge with client interactions.

That’s not a “fear of Ai”
- She doesn't need to "upskill"
- She’s not worried Ai will take her job
- She's not trying to sabotage anything
- It’s not about “psychological safety”
- She's not worried about Ai dulling her critical thinking
- She isn't wrestling with ethical considerations about using Ai in her work

It’s actually just a communications problem between her and the machine. 

But if that's all it is, why can't a simple training in prompting fix the issue? Surely, there's an excitable "Ai champion" somewhere in the company who would be MORE than happy to show her some cool prompting tricks.

Well, for starters, many of those "Ai champions" everyone talks about as being key in Ai adoption initiatives are mostly annoying individuals. Genuine tech adoption doesn't happen because some nerd is super happy to show everyone their bag of tricks.

And secondly, prompting is much more than just learning how to string the right words together.

The deeper issue is one of purpose:

👉 It matters to the execs, but it doesn’t matter to the people actually using it.

And that’s one of the big reasons so many Ai pilots are failing.

The end!

Here’s why systems thinking is so important in the age of AI:

👉 The static view:
AI generates infinite slop → Social media becomes unusable → Human voices get drowned out.

👉 The systems view:
AI removes constraint on content creation → New constraint emerges around curation and trust → Value migrates to solutions that manage the new constraint → Protective ecosystems form → These ecosystems connect → Human judgment and community trust become the premium layer → A new equilibrium emerges (which will itself eventually be disrupted).

This isn’t a one-time transition, it’s a continuous cycle.

The system never stops evolving.

Basecamp: Outdoor Jobs, Freelance Gigs, Networking

Career resources, but make it human. 

Our ready-made network shares job & gig opportunities, connections to colleagues, mentors, and journalists, and real-time advice. The trust of our now 300K community provides access to industry-unique data we use to steward industry-wide social impact and fruitful connection. 

It’s free to join. And great vibes. 
🏕 Do that here: https://www.facebook.com/groups/outdoorindustryjobs/

Uh, while I have ya: Your workplace will never have equity if you don't post transparent salaries, support caregivers with paid leave, train and RETRAIN for cultural competency, give a shit about mental health, and have a LEADERSHIP team representative of (at a min.) all racial identities. 

It would be cool if you also had a good mix of education level, ability, age, neurodivergency, gender, ethnicity, socioeconomic upbringing, size, 

And when I say good, I mean for both the world and your bottom line. I can explain this to your CFO in 12 minutes. Intro us. 

I help people feel welcome, included, and prepared to make their next career move in the outdoor industry while slowly but boldly breaking down barriers to access, inclusivity, and wage transparency. #DiversifyOutdoors #ClimateChangeIsReal #BlackLivesMatter #LoveisLove #StopAAPIHate #DisabledAndHERE

Catch me bugging you for salaries in the job description or empowering you to apply for that role you don't think you're ready for (You are. You can.)

A few of my responsibilities: 
 -  Community Management
 -  Business + Operational Strategy & ~finessing~ (aka. figuring out how we make money)
 -  Partnership Management (aka. how we make money)
 -  Social Media + Event + Marketing Strategy & Content Creation 
 -  Product Development
 -  Web Design (UX) + Deployment
 -  Copywriting & Brand Dev
 -  HR + Recruitment 
 -  Giving a Shit

Co-Founder + Chief Community Officer + President

United States Olympic & Paralympic Committee

Scientific Communicator. I helped Pro Sport Commissioners (MLB, NFL, NHL, PGA) understand why they should care about the newest anti-doping data & research.

- Got an honorary PhD in analytical/forensic chemistry through working daily with the top minds studying EPO, marijuana, mRNA, steroids, and all the other potions used to enhance performance at the highest level of sport
- Handled crisis comms and sensitive info as constant scandals broke, or whistleblowers required safe harbor
- Posted on Twitter....a lot and became obsessed with #SciComm 
- Drank a lot of High West Whiskey with the most powerful men in sport, and learned first hand how to network, climb corporate ladders, and get business done
- Helped raise a shit ton of money to fund research. Truly unfathomable amounts. 
- Planned and executed an international conference in London that impressed heads of sport, pro athletes, AND scientists. If you don't realize how hard it is to please ALL of those groups simultaneously...well, I love that for you. 
- Got MARVELOUSLY prepared for entrepreneurship through working the jobs of three people and handling all branding, website, podcast, collateral, social media, events, partnerships, development, strategy.

Director of Communications; Partnership for Clean Competition

Catalyst Campus, Colorado Springs 

Launched an aerospace accelerator (incl. SCIF space) alongside the Chief Scientist of the Air Force Academy and key industry partners  like Braxton, MTSI, Comcast, Boecore, Lockheed, Northrup...you get it). 

- Strategized Collaborative R&D Ecosystem as 1 of the original team of 6  
- Built all branding, PR, and digital marketing processes and hired + managed team members
- Spearheaded workforce development efforts for the aerospace sector, with a focus on military members
- Launched a 501-C6 membership org to consolidate the influence of 400+ small aerospace companies, making them a juggernaut when competing for government CRADAs & contracts
- Listened deeply and thoughtfully to local stakeholders (city officials, tech industry leaders, politicians, military legends, education providers, and very, very rich people whose buy-in was critical to alleviate friction for project advancement)
- Learned how to charm and negotiate with heads of very powerful companies and political offices

Director of Operations and Marketing 

MOUNTAIN METROPOLITAN TRANSIT

An unpaid experience wherein I learned how bad paratransit in the region was (I wrote a capstone on it) and how much I did not want to work in government.

Intern

University of Colorado Colorado Springs

Public relations

Slut for wage transparency, women's rights & eggs. (Nature's perfect food).  

Compliments/rage mail: ✨jenna@wearetheoutdoorindustry.com✨ (keep readin', I'm fascinating👇🏽)

---
If you’re hiring, job-hunting, or seeking capital in the outdoor industry, I can help. 

I co-founded Basecamp, a vibrant, anti-racist community for anyone who works in the outdoor industry - or wants to! Currently 100K+ outdoor industry leaders engage with Basecamp. 

—-
🌲 Free career therapy: ✨https://calendly.com/jennafrombasecamp

🌲 Partner with me to be remembered for stewarding social change in the outdoor industry: ✨https://basecampoutdoor.typeform.com/partner

🌲 Hiring? Basecamp's human centered approach saves entrepreneurs and teams time and money: ✨https://www.wearetheoutdoorindustry.com/employers

🌲 Leveling up? Get a free mini portfolio that helps you communicate your value to outdoor industry hiring managers:✨https://basecampoutdoor.typeform.com/OutdoorsyTalent

---
Uh, while I have ya: Your workplace will never have equity if you don't post transparent salaries, support caregivers with paid leave, train and RETRAIN for cultural competency, give a shit about mental health, and have a LEADERSHIP team representative of (at a min.) all racial identities. 

It would be cool if you also had a good mix of education level, ability, age, neurodivergency, gender, ethnicity, socioeconomic upbringing, size.

And when I say good, I mean for both the world and your bottom line. I can explain this to your CFO in 12 minutes. Intro us. 

Im in between bios. Here’s my old one:

I co-founded www.wearetheoutdoorindustry.com to connect ethical outdoor industry brands and talented job seekers. I empower brands and people to see their worth and communicate it concisely. Then thrive via the connections & opportunities that result. 

I care deeply about inclusion and have no qualms using my privilege and influential position to advance equity. I am a feminist, and you should be too. 
I co-founded www.projectrespectoutdoors.com to acknowledge the abuse and bias women face in the outdoor industry and action meaningful solutions like legislation, reporting tools, and affinity spaces. 

I speak openly about mental health, wage transparency, & gender/racial equity in the workplace, as does any savvy business leader. If your company doesn't want to publish salaries, invest in intersectional marketing efforts, or 'get political', I can explain to your CFO how deeply this will hurt your bottom line (and recruitment efforts).

Profits should never come before people. Grow up.

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Corrales Cachola

Jenna Celmer

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Jenna Celmer

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Corrales Cachola's LinkedIn Performance

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