Order my USA TODAY Bestselling book: toxicgrit.com TOXIC GRIT: How to have it all and (actually) love what you have. It will help you create a new approach to ambition and find space for all the diverse parts of yourself. Join 75K+ others who read my newsletter 🧩 Life's a Game at amandagoetz.com. It’s full of free tips to play the game of life at a whole new level. In 2018 I found myself at the height of my marketing career with 3 kids under the age of 4 and filing for divorce. In a world telling me to find alignment......I realized that was impossible. The work version of me didn't want to leave early to go be with the kiddos. The mom version of me didn't want to miss a moment with them. I wanted to be fiercely independent and yet also wanted to find love again. Other versions of me didn't want to feel responsible for anything or anyone. This diversity within me led to the creation of my Character Theory Framework. This framework helped me to create space for the 10 characters that make up the movie of your life:  The CEO → wants to pursue big goalsThe Partner → desires companionship  The Soloist → cares about personal growth and development The Caregiver → deep desire to take care of others and show up for themThe Goddess → wants to be desired and pursue pleasure  The Lazy One → loves to couch rot, no goals whatsoever The Socialite → values connection The Creative → desires creation and creativity The Doctor → your inner health &amp; wellness character The Explorer → craves novelty And it helped me. I was able to let go of the idea of balance and give permission for hierarchy, boundaries and the transition sequences necessary to embody these diverse characters. So I put it all in a book and it was an instant best seller!! I'm so excited for you to create space for all parts of you and to see ambition as multi-dimensional. Follow me here for advice as I build a multi-hyphenate life as a CMO, Author, Mom of 3 and getting married again. 

Amanda Goetz

GM/Operator for Consumer AI | Product, Strategy & Commercial Leadership | ex-Meta | MBA & MSc | Board Director

I build and scale consumer AI products, turning complex opportunities into commercially powerful, trusted, real-world outcomes.

Across my career in consumer tech, gaming and AI, I’ve become the operator people call when they need clarity in ambiguity or when a business hits an inflection point. I solve problems teams haven’t yet defined, and my sweet spot is the intersection of product strategy, commercial leadership and organisational execution, grounded in deep fluency across AI, data and consumer behaviour.

I’ve led teams and product-direction work across startups and Meta’s $XBN consumer apps business, consistently aligning product, engineering, commercial and marketing teams to deliver measurable growth and resilience.

I’m one of the few operators who can join the dots between AI, data, experience, growth and organisational systems and turn them into consumer products that scale, regardless of company size. I believe profitability and responsibility should reinforce each other, not compete.

What I Do Today:

🔹 Fractional GM / CPO
Product, commercial and operational leadership for scaling consumer tech and AI businesses (Series  A+).

🔹 AI Strategy Advisor
Helping executives set clear AI strategy, prioritise real opportunities, and build the organisational foundations for sustainable transformation.

🔹 Thought Leadership & Education
Speaker, writer and creator of The AI Leadership Lab, my digital programme for decision-makers navigating AI.

Former senior leader in Meta’s $XBN consumer apps business, where I led marketing science and data product strategy across EMEA. I partnered with product, engineering, sales and marketing to shape roadmaps, navigate privacy disruption and deliver industry-wide impact during high-volatility periods.

I’ve taken a consumer app from concept → beta, built AI and product roadmaps, led category expansions, designed operating models adopted across regions, and built high-performing teams that consistently delivered results.

My leadership is grounded in respect, integrity and growth. I create clarity, align teams, and build environments where high standards, autonomy and humour can coexist.

I am motivated by building products that serve real human needs, earn long-term trust, deliver meaningful commercial outcomes and balance innovation and responsibility.

If you’re working on something ambitious in consumer tech or AI and need strategic, product or commercial leadership to scale with confidence, I’d love to talk.

📌 Executive MBA (First Class Honours) | Certified in AI Product Management
🌐 kate-minogue.com

Kate Minogue

If AI is going to transform our future then now is our opportunity to get involved to ensure we are part of designing the future we want.

Yesterday started with a genuinely lovely event hosted by Cpl and IMAGE Media talking all about AI and What is Next.

I joined Melanie Morris, Aine Fanning and Karen Stolberg on a panel that could have gone on for hours more!

The discussion covered such a range and depth of questions on the topic of AI and, if I do say so, we managed to maintain the right balance of optimism and honesty in a conversation that doesn't always have that.

As with anything, AI adoption is about balance. 

We are long past "use it" - it is in everything. Now its our responsibility to use it well.

To do this we need to be intentional about, yes, using it but also not assuming it is the right technology for everything. Staying focused on what makes us special and what we want to achieve is key.

Thanks for the two invitations this week, Image team! I value our partnership so much in supporting my mission to invite more people into defining our AI future!

Picture of four women standing in a row posing for camera

Thanks Sophie Power, Katie Brady and the whole IMAGE Media team for inviting me in to spend time with you today.

Talking about the “who, what, why” of AI is a way to embed curiosity and openness in your team about how you choose to incorporate this technology. And how you don’t!

America’s Next Top Model set out with a mission to fix an industry.
Then the incentives took over.

Big week for millenial women and an opportunity to relive a *questionable* part of our youth. 😂  Yesterday, Netflix released a highly anticipated "inside look" at America's Next Top Model.

Watching it, I saw a pattern that feels very familiar in consumer tech.

𝐋𝐞𝐭’𝐬 𝐚𝐬𝐬𝐮𝐦𝐞 𝐭𝐡𝐞 𝐨𝐫𝐢𝐠𝐢𝐧𝐚𝐥 𝐠𝐨𝐚𝐥 𝐰𝐚𝐬 𝐠𝐞𝐧𝐮𝐢𝐧𝐞: more diversity in modelling.

This didn’t drift because the mission was fake.

Instead, it was a case study in the influence of incentives.

𝟏. 𝐓𝐡𝐞 𝐚𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐞𝐜𝐨𝐧𝐨𝐦𝐲

Ratings.

Scroll time.
 
Retention.

Different platforms. Same currency.

Once attention becomes the goal, behaviour adapts to serve it.

𝟐. 𝐓𝐡𝐞 𝐛𝐨𝐬𝐬 𝐡𝐚𝐬 𝐚 𝐛𝐨𝐬𝐬

Network executives.

Shareholders.

Quarterly targets.

Profit isn’t the scandal. It’s the design.

But a value only becomes real when it costs you something.

𝟑. "𝐓𝐡𝐚𝐭 𝐢𝐬 𝐚 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐨𝐧"

A lack of alignment between teams.

Not my problem/decision.

Accountability means everyone is on the same page.

𝟒. “𝐘𝐨𝐮 𝐰𝐚𝐧𝐭𝐞𝐝 𝐦𝐨𝐫𝐞”

The audience isn’t separate from the system.

We click.

We watch.

We reward what keeps us entertained.

Attention is co-created.

𝟓. “𝐈𝐭 𝐰𝐚𝐬 𝐚 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐭𝐢𝐦𝐞”

Flaws are easy to see when hindsight arrives.

What feels normal now may not age well.

So the real leadership question isn’t:

Did we mean well at the start?

It’s:

What mechanisms did we build to protect the mission when growth and money arrived?

And what are we building today that we’ll have to apologise for later?

Your home screen won't look the same in 3 years.

AI isn't just adding features.
It's challenging the existence of apps.

Three futures I can't stop thinking about:

🖌️  1-1 apps
You build tiny AI tools for yourself.
No mass-market product. Just your workflow.

🦹‍♀️ Super apps
One ChatGPT-style app replaces 20 others.
You don't open standalone apps - you ask one provider for whatever you need.

🤖 The post-app era
Your phone's OS runs an AI agent in the background.
You never tap icons again. One platform orchestrates everything.

What matters now isn't necessarily "What's the next killer app?"

It's: will we even need apps?

Which future wins?

Vote in the poll - and tell me why.

I used Postiv AI to help me structure and refine this post.

What scenario do you think will disrupt Mobile Apps?

The author can see how you vote. Learn more

Two senior leaders chose the same top AI feature.

It wasn't agents. It was voice.

At a panel last week, both Aine and Karen independently named voice-to-text as their personal favourite AI capability. 

Both said the same thing: they use it on the commute home to capture racing thoughts so they can actually switch off for the evening.

I do something similar before bed. It has completely replaced my old habit of sending voice notes or emails to myself.

That is part of why voice is such a genuine unlock. It fits into the shape of your day without asking you to redesign it. The commute, the walk between meetings, the wind-down before sleep - these moments already existed. Voice just gives them a new function without interrupting their flow.

The value extends beyond capturing thoughts too. Voice removes the blank page barrier - whether you're writing, brainstorming strategy, or just trying to articulate something before it slips away.

Aine and Karen also mentioned the features they love on top of that:

→ Summary and synthesis into actions/reminders
→ Gemini Live asking questions back to deepen your thinking

Both undeniably valuable. 

My advice to anyone new to these tools: those are layers we can choose to adopt. The voice foundation is the innovation that unlocks the benefit for so many people.

I've spoken about the importance of how we approach voice in our products already this year. When we talk about 2026 as the "year of voice", we mean we have finally experienced the utility that voice assistants promised us a decade ago.

That shift matters. We know what good looks like now. Poor implementation carries more risk than it ever did before - because consumers won't accept less than seamless now.

Follow me for more discussion on the intersection of Consumer Tech and AI.

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Amanda Goetz

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