Will speaks with Chris Kneeland, co-founder of Cult Collective and fractional CMO for Spikeball, about why most brands have lost sight of what matters — the people they serve. Chris explains why marketers should stop buying impressions and start making them, how to identify and engage true brand fanatics, and why Spikeball focuses on impact over profit. From balancing community with commerce to becoming part of pop culture, this episode explores how enduring brands build relevance, not just revenue, and why longevity — not virality — is the ultimate marker of success.