The way people search for information is changing fast. In this episode of Leader Generation, Tessa Burg is joined by Maurice White and Chris Harihar for a discussion about Generative Engine Optimization (GEO). They explore how search behavior is evolving with the rise of AI tools like ChatGPT and Perplexity, and what that means for brands aiming to show up in these new discovery environments. Maurice and Chris break down the parallels between GEO and traditional SEO, why marketers need to rethink their content strategy, and how PR now plays a crucial role in driving visibility in results powered by large language models (LLMs). This episode offers real-world tips, fresh thinking and a bit of reassurance for those feeling overwhelmed by the shift. Whether you’re in SEO, content, PR or digital strategy, you’ll walk away with clear insights and actionable ideas to stay ahead.
Twenty years ago, when Carolyn Lagarmasini launched her association management company as fully virtual, industry veterans said it was impossible. Today, her company spans 13 states with 26 employees, and COVID proved she was decades ahead. “I once had a coach who said, the minute you start to shrink, you die,” Carolyn reflects. Her story embodies this philosophy: jumping off cliffs without knowing where you’ll land, seeing broken processes instead of broken people, and shifting from a loyalty-based to an accountability-based culture. From her mother, who ran for Congress, to her own leap from stay-at-home mom to entrepreneur, Carolyn turns uncertainty into opportunity. She reveals how she’s preparing for industry disruption as five generations collide in the workforce and what she’s learned about building culture when teams never meet face-to-face.
Local SEO just got a reality check. Darren Shaw, founder of Whitespark, joins Rooted in Revenue to debunk some widely held myths while sharing what actually drives results for small businesses trying to dominate local search. If you’re a real estate agent sharing office space with ten competitors, a service provider working from home, or any brick-and-mortar business wondering why your Google rankings aren’t improving despite “doing everything right,” this conversation will change how you approach local SEO forever. Shaw breaks down the local filter that’s silently crushing businesses sharing addresses, reveals why citation consistency isn’t the ranking factor everyone thinks it is, and explains why your Google Business Profile needs constant attention, not a “set it and forget it” approach. Plus, he tackles the age-old question about Yelp’s practices and shares the one ranking factor that trumps almost everything else.
When someone asks for help, they’re being brave. Host Susan Finch sits down with her niece Susan Arias, Chief Growth Officer at MAAC—recently named one of California’s Nonprofits of the Year for 2025. For 60 years, MAAC has been proving that comprehensive community support works. From Head Start preschool to affordable housing, workforce training to innovative EV car loans, they meet people where they are and help them build the lives they want. Susan shares how her childhood of making “kid packs” for homeless neighbors shaped her nonprofit career, why one unexpected bill can change everything, and the transformative story of a Head Start student who made it to Harvard. This isn’t about handouts—it’s about pathways. Whether you’re curious about nonprofit careers, seeking volunteer opportunities, or wondering how real community change happens, this conversation offers hope and practical insights into empowering others while filling your own cup.
We hope you enjoy this week’s playlist.
