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.

Richard Powazynski

COMMA

As the Co-Founder of COMMA, I am dedicated to providing specialised consulting and advisory services, focusing on business strategy for NFT projects and businesses seeking to integrate web3 strategies. My responsibilities encompass:

Consulting Expertise: I leverage my consulting expertise to guide NFT projects and businesses in formulating effective business strategies within the web3 landscape.

Advisory Services: I offer valuable advisory services, assisting clients in making informed decisions to maximise their success in the evolving web3 ecosystem.

Strategic Planning: I take the lead in strategic planning, collaborating closely with clients to align their goals with the transformative power of web3 technologies.

Client Engagement: I foster meaningful client relationships by actively engaging with businesses, understanding their unique needs, and delivering tailored solutions.

Industry Insight: My role involves staying at the forefront of web3 and NFT trends, allowing me to provide clients with the most up-to-date and relevant insights.

Thought Leadership: I embrace the opportunity to share insights and expertise with a broader audience. This includes participating in interviews, podcasts, live streams, and speaking engagements at conferences, where I contribute to the ongoing dialogue about the transformative potential of web3 and blockchain.

These experiences have honed my skills in strategic consulting, advisory services, client engagement, strategic planning, and industry insights—skills I apply to empower clients and drive success in the web3 realm.

Co-Founder

Woodies

As the Co-Founder and COO of Woodies, I play a pivotal role in overseeing various aspects of our organization's operations. My responsibilities are diverse and encompass multiple critical functions:

Project Management: I take the lead in project managing a range of activations and associated teams, ensuring successful planning and execution.

Marketing and Communications: I actively contribute to the marketing and communications efforts of our projects, emphasizing effective outreach and engagement strategies.

Brand Partnerships: I work collaboratively on forging brand partnerships, leveraging my networking and relationship-building skills.

Business Strategy: I am involved in shaping the overall business strategy, guiding the direction of our organization's growth and development.

Operational Oversight: My role also involves overseeing the day-to-day operations, fostering efficiency and excellence across the board.

Public Engagement: I engage extensively with the public, industry peers, and thought leaders through interviews, podcasts, live streams, and speaking engagements at conferences.

These experiences have honed my skills in project management, marketing and communications, brand partnerships, business strategy, and operational management.

Co-Founder & COO

Richard Powazynski Photography

As a freelance Photographer and Creative Director, I assumed a dynamic role that spanned various creative aspects of photography and content creation. My responsibilities encompassed:

Concept Creation: I took the lead in conceptualizing and developing creative concepts for fashion and editorial shoots, demonstrating a keen artistic vision.

Team Coordination: I sourced and collaborated with a diverse team of professionals, including models, makeup artists, stylists, and more, showcasing strong team coordination and leadership skills.

Photoshoot Planning and Execution: I meticulously planned and executed photoshoots, ensuring every detail aligned with the creative concept and client objectives.

Image Post-Production: After the photoshoot, I managed the entire post-production process, including image selection, retouching, and color grading, showcasing technical expertise and an eye for detail.

Project Delivery: I finalized projects by submitting high-quality, visually stunning content to clients, demonstrating professionalism and adherence to deadlines.

These experiences have honed my skills in concept development, team coordination, project planning, image retouching, and project delivery.

Photographer & Creative Director

Recoaching

As the Founder of my own Business English Coaching venture, I assumed a multifaceted role focused on cultivating a thriving and successful business, with a mission that extends beyond traditional coaching to encompass education, empowering business professionals with tailored language solutions to ensure their success. 

My responsibilities encompassed various critical functions:

Client Acquisition: I spearheaded efforts to identify and acquire new clients, demonstrating strong business development and sales skills.

B2B Development: I cultivated and nurtured partnerships with other businesses, emphasising B2B growth and collaboration.

Course & Curriculum Development: I took the lead in crafting customised course offerings and developing curriculum tailored to meet the specific needs of clients, showcasing curriculum development expertise.

Course Delivery: I personally delivered courses, ensuring high-quality instruction and client satisfaction.

Business Management: Beyond teaching, I managed the day-to-day operations of the business, including administrative tasks and customer relationships.

Clients & Partnerships: Berlitz, IHK (Industrie- und Handelskammer), SoftwareONE, Schwarz Gruppe, Kaufland & FreislandCampina

These experiences have honed my skills in client acquisition, business development, curriculum development, course delivery, and business management.

The Hermitage

At The Hermitage Hotel, I held a multifaceted role that encompassed various responsibilities, allowing me to develop a diverse skill set and strong customer-centric approach: My responsibilities included:

Tourist Information, Reservations and Ticketing Expertise: I specialised in providing guests with essential tourist information, efficiently managing reservations, and handling ticketing operations for various hotel amenities and events.

Sales Enhancement: My contribution to the hotel's sales initiatives was pivotal in driving revenue growth, showcasing my ability to blend customer service with strategic sales techniques.

Adventure Tour Coordination: I led the coordination of adventurous tours, creating unique and exhilarating outdoor experiences that enriched our guests' stays.

Health and Safety Advocacy: In my role as the health and safety representative, I was dedicated to maintaining the highest standards of safety and security for both guests and staff.

Theatre and Planetarium Management: I managed the hotel's theatre and planetarium operations, providing guests with engaging and educational entertainment options.

Magic Memories Photography: As a Magic Memories photographer, I captured special moments for guests, providing them with lasting memories of their stay.

These multifaceted roles have not only honed my expertise in customer service, problem-solving, and adaptability but also refined my ability to anticipate and meticulously cater to the diverse and evolving needs of our guests.

Guest Services Specialist

I co-founded COMMA with a vision: to drive innovation and transformation in businesses by weaving Web3 strategies into their fabric. My journey spans over eight years in blockchain and three in the dynamic world of Web3, fueled by a passion for future technologies and their transformative power.

My career is a tapestry of experiences, from customer service to the art of creative photography. This eclectic mix has honed my adaptability, sparked my curiosity, and rooted my approach in a deep understanding of human needs. At COMMA, I leverage this along with my expertise in project management, client acquisition, and strategic consulting. My goal is not just to find solutions but to envision new possibilities, blending creativity with strategy to weave compelling narratives for our projects.

Beyond leading, I am dedicated to empowering others. My role in consulting and coaching goes beyond sharing knowledge; it's about igniting growth and fostering a community of forward-thinkers. Join me in this journey of innovation and let's shape the future together.

Photographer & Retoucher

As a freelance Fashion/Editorial Photographer and Creative Director, my role encompasses many elements including concept creation, sourcing team members, planning and executing the photoshoot. Once the photoshoot has been completed what follows includes images selection, retouching, colour grading and final submission.

Most doctors who come to me ask for help with content.

But when I look into their business, I see something else.

Content is only one part of the puzzle.
→ They don’t have systems.
→ They’re not tracking data.
→ They aren’t clear on who they’re targeting.
→ And lack of time destroys all their momentum.

I know that the real problem isn’t always the one a client thinks they have. 
In fact it requires uncovering the root cause which is why I built the 4Cs framework, the very foundation of ImpactOS™:

→ Core: your foundation. 
Clarity on who you are, what you do, and who you serve.

→ Construction: your system. 
How you structure your business, operations, and delivery.

→ Content: your visibility. 
The stories, posts, and messages that communicate your expertise.

→ Conversion: your flow. 
How you turn interest into trust, and trust into clients or patients, depending on your goals.

Each stage is interconnected. 
When one breaks, the others follow, even if it isn’t obvious at first.

In practice, it looks like this: some doctors come in for content support, and we end up fixing systems. Others want more clients, but their messaging doesn’t align. Many start in the wrong place and stall because the foundation isn’t clear.

Once we identify where they’re stuck, the puzzle pieces fit and the picture becomes clear.
- Their message becomes coherent
- Their systems become reliable
- Their content becomes clear

Results compound because every piece of the business finally works together in harmony.

Which is why wherever you are in your journey, whether it’s the Core, Construction, Content, or Conversion, we can help. 

DM me “4Cs” and together we can diagnose where you’re currently stuck.

- - -
I loved puzzles as a kid. Maybe that’s why I enjoy my work so much now. 
I also appreciate the co-working space having one in its de-stress zone 🧩

Richard Powazynski 

Creator of ImpactOS™ the operating system for doctors building businesses and personal brands | $3m+ revenue generated for clients. DM “IMPACT” to switch the system on today.

"I don’t want to become an influencer."
Hearing this almost weekly from doctors tells me the fear is widespread.

It shows up as hesitation, not hostility. The desire to communicate is there. The strategy usually isn't.

What people think visibility is: daily posting, hot takes, metrics for the sake of it. What it actually is: clarity of values, a defined mission, and a message that holds everything together.

The fear does two things. First, it stops publishing altogether. Second, it blunts the impact that voice could have on peers, patients, and the wider field.

It isn't that doctors don't want to share. They do, the signals are there in every conversation I have and the questions I receive. They just don't want to perform. They don't want to post because a 'guru' said so. That concern is valid.

The issue isn't visibility. It's vagueness. Without clear values, mission, and audience, 'content' becomes noise rather than signal. It drifts away from what you believe, and it stops sounding like you.

So if you're a doctor and you're nodding along, this is what will help. It's about reframing the goal. Don't aim to be an influencer. Aim to be aligned.

Start by writing what you stand for, who is helped when you share, and which outcomes matter enough to make publishing that piece of content worthwhile. 

When that's in place, your writing gets clearer, not louder. Each post becomes a chapter drawn from practice rather than a performance for an algorithm.

This is why I don’t treat content as an isolated task. The real work is strategic. Positioning that makes your expertise legible. Offers you can stand behind. An operating rhythm you can sustain while seeing patients, or working with clients. Content is where that thinking becomes visible, not the point of the exercise.

If you're avoiding visibility because you don't want to be an "influencer" you’re not wrong. You’re just aiming at the wrong thing. Aim at alignment, and impact follows.

A simple start. One page, three questions. 
→ What do I stand for
→ Who benefits when I share
→ What outcomes justify the effort

Revisit this regularly, as trust me, it will evolve. But ultimately let it steer what you say next.

- - -
My journals are packed with lessons learned, questions asked, and practical wisdom, so I thought I'd start sharing some of it in the hope you find value.

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The Battle

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