In this kickoff episode of Is Anything Real in Paid Advertising?, I sit down with Kristi Broom, Co-Founder of Rising Tide Cooperative to talk candidly about building inclusive cultures, evolving leadership identities, and embracing AI without losing your edge.
We dive into:
- Scaling while staying grounded in your values
- Using transparency and empathy as strategic tools
- Why “being in the weeds” on purpose is part of Kristi’s leadership playbook
- The magic of brave spaces over just “safe” ones
📬 Kristi’s LinkedIn: linkedin.com/in/kristibroom
🌱 Rising Tide Cooperative: risingtidecooperative.com
📅 June Intensive (June 24–25): risingtidecooperative.com/#workshops
💸 Use code June2025RTC for $500 off — valid through June 30, 2025.
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🎧 Listen + subscribe: https://isanythingrealinpaidadvertising.adamwbarney.com/subscribe
⚡ Host: Adam W. Barney – Energy Coach | adamwbarney.com
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🎙 Want to be a guest on "Is Anything Real in Paid Advertising?"
If you’re an agency founder, marketer, or platform expert with strong opinions and battle-tested strategies, we want to hear from you.
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All right, welcome to Is Anything Real?
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In Paid Advertising.
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My name is Adam W.
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Barney, and I'm very excited here
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today to have my guest, Christy Bloom,
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who is the co founder
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of Rising Tide Cooperative.
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It's great to have you here.
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I'm hyped for this one.
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Christy, quick gut check.
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Is anything real in paid
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advertising right now?
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Or let's give a little background
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on where you come from.
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Where do I come from?
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So I come from a,
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career in corporate America.
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And I loved my time there.
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I learned a lot, but I was ready
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to not be there anymore.
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And so over the past nine months, ish.
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I have been, building the new career.
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Building my new career, which
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includes a solo, consultancy.
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But what I'm really excited about
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is we just launched a, partnership
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called Rising Tide Cooperative.
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And in and around that,
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I do some other things.
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I teach yoga, I'm writing a book,
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I do some coaching.
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And, you know, I'm just creating
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a life and a career that I.
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That I really love.
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Yeah, I love it.
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Awesome.
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I, mean before we.
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So to get into it, you've been
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in the trenches, clearly.
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How would you see that the AI tools
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out there are shifting how we build
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trust or scale brands, or how does
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that intersect with what you're working
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on with Rising Tide Cooperative?
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Yeah.
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Yeah.
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So, you know, I think a lot is
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changing with the AI tools.
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I think since, coming on the scene
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In November of 2023,
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when we all learned what Chat GPT was,
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people have, have been experimenting.
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The data shows that as well,
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that individuals and organizations
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are experimenting, but largely,
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the organizations themselves
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aren't quite ready for it.
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And so, you know, as the tools continue
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to evolve and we all continue to learn
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more about how AI can help us in our
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daily lives, I think it's time for
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organizations to think about what it
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looks like to have AI as part of the
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organization.
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Not just, you know,
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something that people play with.
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And I think it's representing
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a really big transformation.
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And so Rising Tide Cooperative
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is really built for that.
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It's really built for those moments
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of transformation based on
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decades of experience in doing this,
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doing transformations.
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Right.
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So, whether it was pre Internet days,
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whether it was when we were
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talking about digital transformation,
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and I know that's
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still very real conversation
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for some organizations, AI is a.
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Is a transformation of that magnitude.
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And so, I think that the challenge and
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the opportunity is for organizations
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to really figure out what does it look
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like to embed AI inside of your
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organization and Inside of your
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strategy versus kind of leaving it on
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the sidelines.
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Interesting.
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And then to connect that sort of back
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to the idea around paid ads,
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how does that sort of fit into your mix
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of strategy that you just mentioned?
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Or what does that gut check look like?
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Or what's a myth?
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Looking at paid ad strategy going
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into the heat of the summer in 2025,
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what does that feel like
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or look like from your perspective
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in building Rising Tide?
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Yeah, yeah.
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So I think paid ads are interesting
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as we think about
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the intersection with AI.
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Right.
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So I think there's a myth that says
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know AI can just do them.
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And I think AI can create efficiencies
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as we think about advertising.
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But I think particularly in the world
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of paid advertising, right.
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The human decision making is one thing
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that, that AI shouldn't be as good at.
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Whether it is or not I think remains to
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be seen and it's getting pretty scary.
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But, but I think that that human,
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strategic decision to say how am I
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going to go to market what is important
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to me from a marketing and advertising
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standpoint will always be critical.
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Even as AI comes in and creates
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efficiencies and how we create,
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distribute, you know, revise,
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measure advertising and marketing.
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I, love it.
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I love it.
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And I mean in that, in that realm,
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you know, I love to dig into
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and think about how the AI tools
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either lie or they hallucinate.
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Right.
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Which is a, concerning thing.
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I've, I've seen actually a lot of, of
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conversation around how it's not
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going to be about, you know, the
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disappearance of the jobs because of
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AI as much as it's going to be about
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shifting the jobs also from, from
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what they're traditionally known as
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to people who can prompt properly or
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audit properly.
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So the training and the auditing I think
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are going to be the biggest pieces
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of the, the mix here.
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That's, that's going to keep help,
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you know, moving.
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But also in the short term I
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think we've seen skepticism grow.
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So I'm wondering with the clients
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that you're bringing in or looking
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to bring in with Rising Tide or that
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have inspired you with this, how has
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that skepticism, you know, led you
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to build this and how does that come
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into play or the alternative side of
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that?
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Is there right now a more hands
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off approach with those AI tools
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in the mix and how are you changing
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the game in that regard?
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Yeah, yeah.
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I think right now what we're seeing, and
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the data shows there was a study from
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McKinsey and Company, in the last three
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months, they surveyed organizations and
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what they found was, again, employees
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are very much using AI, even in the
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organization, but they don't trust
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their, their leaders, have a strategy
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for it.
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And I think that that can
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be a lot of things, right?
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It can be the overwhelm,
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it could be the wait and see.
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There are real security and privacy
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concerns with AI and then as you
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mentioned, the hallucinations and
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the, the inaccuracies that as a, as
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a leader of an organization, those
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can cause real risk for your
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company.
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And so, you know, I don't think that
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the hesitance has all been unfounded.
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But certainly there's a need
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to bridge the gap.
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And so again, figuring out how we
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play in a world where AI may always
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hallucinate, who knows, Just as
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people on our team have
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hallucinated over the years and
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lost as we go, right?
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It's the same thing.
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But, I go back in my, you know,
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years of managing over $100 million
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in ad spend in paid chann,
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I continually go back to things we
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dealt with, with clients, right?
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Where going through the 2008 financial
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crisis, for instance, working with
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financial institutions, we had to start
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to integrate SOX compliance, or I've
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worked with a handful of medical
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companies where we have to deal with
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HIPAA compliance.
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Think about privacy.
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I think that there's a next level here
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that we get into, because especially
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when you think about small business
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owners or entrepreneurs, they're just
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throwing probably a lot of their
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business secrets into tools like
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ChatGPT, Quad Perplexity, whatever
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those tools might be.
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And I think that there's, there's a risk
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probably that we need to talk about
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there because, you know, unless you
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know how to prompt properly also and
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use that insight to drive it, you could
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risk losing, you know, your business
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secrets.
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And I'm not talking about the big impact
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of, you know,
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patent protections and those kinds
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of things or trademarks,
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because that'll always be enforceable.
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But it's the little pieces of leakage
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that can come out there and can eke
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into what I think of as the, you
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know, Google is still the primary
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search engine, but how do we think
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about how that creeps into the search
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bar across all of these other
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platforms, whether it's Reddit, you
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know, TikTok, people go in their own
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little niched corners to find
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anything that they want and those
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things could become uncovered.
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Yes, yes.
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Yeah.
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And that is, that is
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100% the risk as well.
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So, yeah, I mean, in that regard,
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where do you think this goes next
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and what's going to break first?
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Well, I think organizations will
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make mistakes in,
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in how they make decisions.
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So, there was a company, and I
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don't want to name a name in case.
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I get it, I get it wrong, but
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there was a company in the news
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last week who made a quick
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decision to hire all of their
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customer service staff because AI
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can handle that.
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And they were in the news
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because they realized they need to
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bring them back, that AI is not ready
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to handle that just yet.
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There is that again, human decision
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that needs to be in the loop.
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You know, I think we're starting
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to see those things happen as well.
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Companies who are trying to jump
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in early and make some decisions
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and then realizing that perhaps
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they're not the right ones.
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I think from a, you know, again, a risk
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and compliance and security standpoint,
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there is that real risk of
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confidential information leaking out.
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Now, is it greater?
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I don't know.
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You know, with the digitization
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of documents, you know, I could send
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anything to anybody at any time.
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Right.
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So the leaks have always existed
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and bad actors have always existed.
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But I think it's about, you know,
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continuing to reinforce what is
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appropriate to put into
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a tool like Chat GPT
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for the sake of analysis or comparison
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or rewriting and what is not.
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But again, I don't think, I don't think,
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the mechanisms to share information
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have been around for a long time.
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It's just that the ability to then
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for that information
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to be distributed on a broader scale
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has just magnified with AI.
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That's a great point in that regard.
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Is there anyone in your orbit with
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Rising Tide or where you've been over
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the last couple years who you see doing
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things the real way and the right way?
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You don't have to name names, of course,
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but what are some strategies that
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they've maybe used to be a little bit
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smarter, be a little bit more protected
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and guarded in how they're using these
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tools.
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Yeah, yeah.
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Again, not naming names,
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but I think the organizations that will
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get this right will be very strategic
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about it and they will take
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very practical approaches to it.
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Right.
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So on the one extreme,
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it's shut everything thing off.
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I don't think that's
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a practical approach.
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Right.
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Again, employees are already using it.
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I don't think that's ever been
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a practical approach in any business.
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Exactly, exactly.
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But I remember the days, right,
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when when the Internet first arrived
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on the scene, but especially when
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social media first rose on the scene.
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Some organizations like
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really locked down browsers and maybe
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that protected them a little bit.
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But, but it also probably had an
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adverse impact on things like
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employee satisfaction and retention
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and you know, their ability to
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Google something when they needed
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to because they needed to get an
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answer quickly.
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So, you know, it has adverse impacts,
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but it is a strategy.
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Right.
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Organizations could continue
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to shut things down.
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That's one extreme.
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Right.
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I think the other extreme is, you know,
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don't create any rules and just
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hope that things go well.
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And I also think that is not a,
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viable strategy for most organizations
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unless they're really small.
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And there's, you know,
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there's a lot of communication
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about who's doing what and how.
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You know, I don't know that
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that's a viable strategy either.
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And so I think the organizations
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that are being successful are
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taking a look and saying, how do we
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put some guardrails on this and how
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do we make a, comparison to, again,
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some of the systems that have been
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in place?
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So browser lockdown.
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We don't lock down your browser.
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Right.
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We're not also going to lock out any AI
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tools, but we expect you to behave as
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adults, act as, an owner and steward of
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our company brand, make good decisions.
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So organizations that are taking that
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approach and then maybe giving some
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examples of this is appropriate usage,
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these are things to be careful of.
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They're the ones that are going to
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get ahead fastest and in the most
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logical way without those wild
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swings of we laid off all of our
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staff and now we need to bring
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them back.
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I love it.
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I mean, I think that that,
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that gets into the way that I've always
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led and managed teams also.
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It's about not, not managing down
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on people or, or you know,
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leading them to not have
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the opportunities to test things.
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It's about being a little bit more
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proactive to lift, lift things
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up in the right, the right manner.
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Yes, yes, exactly, exactly.
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Let me, let me ask Christy, where can
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people find you if they want to see
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what real looks like in this space?
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You know, where, where can they
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track you down with this?
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With the new venture, with, with Rising
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Tide, what's the best way to to track,
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track your expertise down here?
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Yes.
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Risingtidecooperative.com is
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our website, just launched.
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We also have a business page on LinkedIn
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and you can find me on LinkedIn.
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Christy Broome K R I S T I B R O O
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So happy to connect any of those ways.
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And look forward to chatting
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with people about AI and strategy.
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Awesome.
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And then finally, I Like to end things
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with one last big question,
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can you provide an example of one
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client request that made you laugh
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and get into that a little bit?
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One client request that made me laugh.
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Okay, I'm going to have to go back
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a little bit in the brain because
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I've had really great clients that
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I've been working with recently.
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So they, they haven't
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made me laugh recently.
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But let's see, way back, you know, I, I
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suppose, in my days working for
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organizations and working with their
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clients, you know, I would get some
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requests about, you know, kind of what
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I would consider, kind of off the wall
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configuration system to the point that
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it would kind of negate the purpose of
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the system.
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So you know, if I,
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if I use AI as an example, right.
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Can you give me chat GPT,
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but turn off the LLM would be a,
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you know, a correlating
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kind of ridiculous request.
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Right.
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Like you're going to turn off
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the capability of the tool if,
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if you take out the LLM.
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That's what ChatGPT is.
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That turns, that turns it almost
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into what's the point.
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Right.
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Why exactly.
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Why are we even doing this?
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Yes, yes.
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So those sorts of requests, right.
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Kind of not understanding their purpose.
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But I'll have to think about that.
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What request that makes me laugh.
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I'll, I'll reach back out, Adam,
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and we can laugh together.
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When I think of it, I have
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to think, I have to think
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the things that it brings.
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The realism though,
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when you run into those situations of
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the fact that we're all humans working
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in this world together,
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that's when that humor comes up.
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And you know, that's, that's
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an incredible place to come from
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when we realize that there,
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there's levity within each of us.
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We're all humans, we have to, even
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when we stumble, give ourselves
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that little bit of grace that
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allows us to say it's okay, we
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can get back up and we can try
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this again.
00:16:01 --> 00:16:02
I think that's also something
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that I could feel threaded
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through the conversation here.
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But it's about trying things and having
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the autonomy and the agency to try
00:16:10 --> 00:16:14
things and maybe not going with two
00:16:14 --> 00:16:17
feet fully into the pond, but putting a
00:16:17 --> 00:16:19
couple toes in there to understand
00:16:20 --> 00:16:22
whether something works and to validate
00:16:22 --> 00:16:24
it if it's the right business case, use
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case for a business before you go full
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into it.
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And that also gives you time
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to build that strategy perspective on
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being very thoughtful and methodic
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about how you step into it.
00:16:38 --> 00:16:40
And you, you don't lose sight
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of just nimbly tossing
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all your eggs in one basket.
00:16:43 --> 00:16:44
I think, you know,
00:16:44 --> 00:16:45
you and I probably both know that
00:16:45 --> 00:16:47
as entrepreneurs and founders,
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and this is probably what's led you
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also to co founding Rising Tide.
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You learn from your mistakes,
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and you also lift up and come together
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by trying different things and being
00:17:00 --> 00:17:01
calculated and responsible with.
00:17:01 --> 00:17:04
With it, rather than just shooting
00:17:04 --> 00:17:05
at everything all at once.
00:17:06 --> 00:17:09
Yes, agree, agree, agree.
00:17:09 --> 00:17:11
But I, And I think the key moment
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or the key, phrase there is grace.
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Because I do think there are
00:17:16 --> 00:17:18
organizations that, you know,
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resist that failure, and they move
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so slowly because of it.
00:17:22 --> 00:17:26
And I think, you know, as entrepreneurs,
00:17:26 --> 00:17:28
we have likely both learned
00:17:28 --> 00:17:30
that action is really critical,
00:17:30 --> 00:17:32
and if it's not the right action,
00:17:32 --> 00:17:34
pivot and take another one.
00:17:34 --> 00:17:36
But it's better than,
00:17:36 --> 00:17:37
you know, analysis.
00:17:37 --> 00:17:39
Paralysis by analysis.
00:17:39 --> 00:17:40
Analysis by paralysis.
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That's the phrase.
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It's better than over analyzing
00:17:43 --> 00:17:45
everything to the point of inaction.
00:17:45 --> 00:17:48
So, yes, taking that grace approach,
00:17:48 --> 00:17:50
that I'll figure it out if it doesn't
00:17:50 --> 00:17:52
work approach and trying new things
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is really, the way that organizations
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can be successful as well.
00:17:58 --> 00:17:58
I love it.
00:17:58 --> 00:17:59
Any.
00:17:59 --> 00:18:00
Any last tips you'd want to add
00:18:00 --> 00:18:01
about someone who's trying to
00:18:01 --> 00:18:04
figure out what's real in their funnel
00:18:04 --> 00:18:05
or any quick additional
00:18:05 --> 00:18:06
wisdom to wrap things up here?
00:18:07 --> 00:18:09
You know, trust your judgment.
00:18:09 --> 00:18:11
Trust your judgment if it doesn't feel
00:18:11 --> 00:18:14
real, if it doesn't feel right, you
00:18:14 --> 00:18:16
know, go with that again, give yourself
00:18:16 --> 00:18:17
grace if it's not right, and make
00:18:17 --> 00:18:19
a different decision next time.
00:18:19 --> 00:18:21
But, you know, go with your gut more.
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More often than not, it's right.
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I love it.
00:18:25 --> 00:18:26
Fantastic.
00:18:26 --> 00:18:27
Fantastic wisdom to have here.
00:18:27 --> 00:18:28
Well, thank you, Christy,
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for joining us.
00:18:29 --> 00:18:31
Remind us one last time
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where to find you with Rising Tide and,
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how you can help people out.
00:18:37 --> 00:18:39
Rising Tide Cooperative,
00:18:39 --> 00:18:40
we help organizations
00:18:40 --> 00:18:42
through big transformations.
00:18:42 --> 00:18:43
The one that we're all going through
00:18:43 --> 00:18:45
now is AI skills are on the horizon as
00:18:45 --> 00:18:48
well, and there will be more to come.
00:18:48 --> 00:18:49
We help organizations and people
00:18:49 --> 00:18:50
through transformation.
00:18:51 --> 00:18:52
Fantastic.
00:18:52 --> 00:18:53
Well, thank you, Christy,
00:18:53 --> 00:18:54
for joining us here on Is Anything
00:18:54 --> 00:18:56
Real and paid Advertising.
00:18:57 --> 00:18:59
I, look forward to having you back at
00:18:59 --> 00:19:01
some point as you continue to build
00:19:01 --> 00:19:05
Rising Tide into something that's, for
00:19:05 --> 00:19:07
lack of a better analogy, rising the
00:19:07 --> 00:19:09
tide for the companies that you work
00:19:09 --> 00:19:09
with.
00:19:09 --> 00:19:10
Great, great.
00:19:10 --> 00:19:11
Yes.
00:19:11 --> 00:19:12
A rising tide lifts all boats.
00:19:13 --> 00:19:14
Awesome.
00:19:14 --> 00:19:15
Thanks, Adam.
00:19:15 --> 00:19:16
All right, thanks for joining me
00:19:16 --> 00:19:18
again and signing off here from Is
00:19:18 --> 00:19:19
Anything Real and Paid Advertising.