Founder and CEO of Buyapowa, Gideon Lask, talks to Rich Anson about how he applied learnings from his time in the music industry and his work with superfans, to build the foundations of his advocacy marketing business Buyapowa. Gideon shares his thoughts on why customer advocacy works as an ROI-focused marketing channel and his key takeaways on some of the benefits and challenges of acquiring a business in another geography.