What do you do when your product makes people pause, laugh—or even cringe?

In this episode, Jaci and Michael talk with Rochelle Paulet, Marketing Director for Evolve Rat and Mouse Birth Control (yes, really), about the art of branding something the world didn’t know it needed.

Rochelle shares what it takes to launch a category-defining product, manage B2B and B2C messaging at once, and build collaboration between marketing and sales that actually works. From reimagining packaging to developing proof-driven storytelling, she’s rewriting what it means to market a breakthrough.

You’ll hear:

• How to create belief in something brand new
• Why differentiation means embracing discomfort
• The power of data-driven storytelling in skeptical industries
• How to align sales and marketing to accelerate adoption
• Why good branding is always unorthodox

If you’ve ever had to sell an idea people didn’t yet understand, this episode is a masterclass in courage, creativity, and clarity.

Rochelle Paulet is the Marketing Director for Evolve, a company using science to solve one of the world’s oldest problems—rodent overpopulation—through innovation instead of poison. With decades of experience in brand strategy, B2B marketing, and consumer engagement, Rochelle specializes in transforming complex, technical products into clear, compelling stories that connect.