Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process.

In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture.

Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking.

This episode breaks down:

Why identity shapes how customers decide what’s “for someone like me”
How general market marketing quietly creates friction and lost sales
Why asking customers to adapt is no longer a neutral choice
And how integrating identity completes personalization — instead of complicating it

If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it.

Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz

200. The Glitch in Modern Marketing — And How It’s Harming Brand Growth