Episode 2 — How Authentic Swag Builds Real Relationships And Standout Brands

What if your branded merch could actually mean something?

In this episode of The Underlayer, I sit down with Amanda Hoffman, CEO and co-founder of Go To Market, to uncover how authenticity and choice are reshaping the world of branded merchandise.

We go beneath the surface of traditional marketing to explore why cheap giveaways often miss the mark—and how thoughtful, well-designed merch can become a powerful relationship-building tool that reflects your brand’s true identity.

You’ll hear:

• Why it’s better to do nothing than produce low-quality swag
• How choice creates deeper engagement and customer satisfaction
• Real examples of brands turning merch into meaningful conversations
• The rise of digital storefronts for solopreneurs and small businesses
• How nostalgia, loyalty, and design connect at an emotional level
• Amanda’s perspective on balancing business growth with personal fulfillment

By the end, you’ll see that the most impactful branding isn’t about more logos, it’s about more meaning.

🎧 The Underlayer — Where the Real Story Lives.

https://www.linkedin.com/in/amandagoldfinehofman/

https://gotomarket.studio/

www.youtube.com/@the_under_layer

https://www.theunderlayerpodcast.com/

Episode 1 – When Your Decisions Don’t Match Your Dreams

Ever follow the “smart” path and end up miles from what you actually want?

In this debut episode of The Underlayer, I unpack the real story behind my zigzag career. From dreaming of broadcasting to majoring in biology, selling pharmaceuticals, and climbing corporate ladders that never felt right.

It’s about what happens when your goals look good on paper but don’t fit your life, and how to start making decisions that actually align with who you are.

You’ll hear:

• The blunt career coach who told me to quit sales on the spot
• How sunk costs and “shoulds” quietly drive bad decisions
• Why thinking doesn’t create change (action does)
• A simple method to get unstuck

If you’ve been reading, listening, and planning your way toward change but still feel stalled, this episode will help you test, move, and rebuild momentum, one small experiment at a time.

🎧 The Underlayer — Where the Real Story Lives.

www.youtube.com/@the_under_layer

https://www.theunderlayerpodcast.com/

Join me, your host, David Young, as I outline the vision for this new Podcast, The Underlayer.

www.youtube.com/@the_under_layer

https://www.theunderlayerpodcast.com/