What is your vision? Featuring Joshua Ramsey

In this session, Joshua Ramsey, founder of JR CMO and a seasoned fractional Chief Marketing Officer, shares how businesses can uncover their true value proposition by connecting their operations, innovation, and personal story. He reflects on his journey from traditional advertising to CMO leadership and reveals how deeply personal experiences shaped his passion and marketing philosophy. The episode focuses on aligning brand messaging with actual differentiation and setting smart KPIs across the full marketing funnel — not just the bottom.

From Frustration to Innovation
Joshua recounts how early experiences in traditional media showed him that marketing placement without message clarity leads to poor retention. His turning point came when he realized success depends on aligning the message with the audience’s perception — not just exposure.
Unlocking a Brand’s True Difference
Through client stories (like Kevin’s packaging company), Joshua shows that many businesses fail to communicate the “how” behind their quality. He emphasizes surfacing operational excellence (e.g., sensors, tracking systems) as part of the USP — turning “we’re ethical” into something measurable and marketable.
The Real Role of a CMO
He cautions businesses against hiring marketers who are simply selling agency services. A true CMO, he argues, advises based on what the business needs, not just what the agency can deliver. This requires strategic, cross-functional insight and honesty.
Top-of-Funnel vs. Bottom-of-Funnel Budgeting
Joshua introduces the concept of dividing marketing budgets into Top of Funnel (branding, awareness) and Bottom of Funnel (conversion-focused) strategies. He uses real examples to show how branding and visibility affect long-term lead flow, even if they don’t show immediate ROI.
Programmatic & Leveraging What Works
Programmatic advertising and social media are highlighted as key tools to build brand awareness. But Joshua stresses the importance of leverage and timing: pushing harder only when you’ve identified what’s actually moving the needle.
Branding Lives Beyond SEO
He explains how brand presence impacts SEO, as Google rewards visibility and trust across multiple platforms. Simply put, branding creates demand before the user ever searches.
The “Why” Behind JR CMO
Joshua shares deeply personal moments — including the loss of his mother and financial struggles — that shaped his commitment to follow through, help small businesses grow, and never abandon clients. His “why” is built on empathy, trust, and delivering only what’s truly needed.
Trauma Egg Exercise
To help others discover their narrative, Joshua recommends the “Trauma Egg” — a reflective drawing exercise that maps impactful life events and helps entrepreneurs uncover their emotional story, which can be transformed into authentic brand positioning.