In this special episode, Tye DeGrange, CEO of Round Barn Labs and host of Always Be Testing, reflects on his journey in marketing and the timeless principles he calls the Cowboy Code. Drawing from his upbringing on a California ranch and decades of experience leading growth at eBay, StubHub, and beyond, Tye explores what B2B marketers can learn from consumer brands.

He highlights why trust and authenticity are more critical than ever in today’s trust-deficit world, and how partner and affiliate marketing can help bridge the gap. From lessons in finishing what you start, keeping promises, and “talking less but saying more,” Tye makes the case that B2B has its moment now—to embrace authenticity, invest in brand, and build lasting trust with buyers.