In Episode 31 of the Coffee With Cush podcast, hosted by Aziz and Wahj, the discussion revolves around the challenges and strategies of startup marketing. The episode features insights from various guests, including @drima, who shares his thoughts on the importance of aligning values and defining success in the entrepreneurial journey. The conversation delves into the significance of thriving over mere success, highlighting the psychological and scientific grounding of the term "thriving." The hosts and guests discuss the role of cultural context in marketing, emphasizing the need to tailor content to the target audience. They explore the McKinsey buying cycle, which outlines the stages a customer goes through when making a purchase decision. The episode also addresses the importance of resilience in the face of challenges, with Aziz sharing his personal experiences in building Cush Digital. He recounts the difficulties faced during the internet shutdown in Sudan and how it led to the establishment of an office in Aswan, Egypt, ensuring business continuity. The podcast concludes with a Q&A session, where the hosts answer questions about measuring startup success, the impact of the business environment on marketing campaigns, and the relevance of different social media platforms for advertising. The episode serves as a valuable resource for startups looking to navigate the complex world of marketing and achieve long-term success.