My guest today is Nora Wilhelm, a systems change strategist, social innovator, and co-founder of Collaboratio Helvetica. Her work focuses on helping people and organizations understand the complex systems that shape society and what needs to happen to implement real, lasting change.
Expect to learn about the magnitude of global problems and why traditional approaches often fail. We discuss what it means to think systemically, the difference between simple, complicated, and complex problems, and how individuals can still make a meaningful difference. We also discuss Nora’s personal journey in building Collaboration Helvetica, her views on the effectiveness of activism, and why she remains hopeful about our capacity to change complex systems for the better.
RESOURCES & WORKSHOPS
Nora has provided the following free resources for listeners who want to apply systems thinking or find their purpose:
CONNECT WITH NORA WILHELM
TIMESTAMPS
00:00:15 What is the difference between a simple, complicated, and complex (systemic) problem?
00:03:50 The Cane Toad/Aga Toad example: Why linear solutions fail in complex ecosystems.
00:07:20 The difference between natural disasters and engineered problems (e.g., plastic waste).
00:10:50 The fish in the water: How society's embedded paradigms (Capitalism, Patriarchy) block change.
00:15:55 Why world poverty persists: The narrative of "pull yourself up by your bootstraps."
00:19:40 Finding your unique contribution: The two-part process to avoid burnout and make an impact.
00:26:00 Go small, not global: Why you must focus on your sphere of influence to drive change.
00:36:55 The wrong ways to act: Avoiding the pitfalls of linear thinking and ego-driven solutions.
00:40:00 The value of protesting: How peaceful and humorous protest builds community and raises awareness.
00:44:00 Optimism vs. Hope: Grieving lost certainty and finding commitment for the future.
00:50:50 Nora’s struggle with burnout and the project for givers (The Well).
My guest today is Mathias Müller, an elected member of the SVP party in the Grand Council of the Canton of Bern. He is a career officer in the Swiss Army and was previously the commander of recruitment for the Swiss Armed Forces. In addition to his military and political work, he is an author and hosts the official podcast of the Swiss Armed Forces.
Expect to learn about the paradox of a peaceful nation with a strong military and how this relates to its long history of neutrality. We'll explore the core philosophy of the Swiss militia army and how it compares to professional armies, discussing the effectiveness of its unique part-time system. We also dive into the ongoing debate about conscription, public support for the military, and how Switzerland's defense strategy adapts to modern geopolitical challenges.
CONTACT MATHIAS MÜLLER
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
00:00 Switzerland has not been to war in over 150 years—do they really need a military?
04:47 The Swiss military as a "melting pot" and a tool for national cohesion.
09:20 The conscription system: how it works and the unexpected rise of young men who want to serve.
12:00 The "brain power" of the militia army and its advantages over a professional military.
17:00 How training is conducted and the roles of conscripts and professional soldiers.
25:35 The 2013 referendum to abolish conscription and the shocking 1989 vote that shook the army.
28:40 The changing personality of a new generation of recruits.
33:30 The unrealistic goal of 10% female participation in the military and a debate on mandatory service for women.
37:00 The military's modern technology, from F-35 fighter jets to the Patriot system.
44:20 Mathias's perspective on the future of Switzerland and whether he is optimistic.
My guest today is Sebastian Huber, an expert in global trade and luxury goods with a deep focus on the business dynamics of Asia, particularly China. As a lecturer and researcher at the Lucerne University of Applied Sciences and Arts, and with a background that includes global roles at luxury brands like Montblanc, he brings a unique perspective on Switzerland's place in the global market.
Expect to learn about the Swiss luxury industry, why Switzerland became a global hub for luxury brands, and how this craftsmanship is maintained. We dive into the unique Switzerland-China free trade agreement, what it's like to trade with China compared to other countries, and the challenges of competing Chinese brands. The conversation also explores how global political factors impact Switzerland and the future of luxury consumption in Asia.
CONTACT SEBASTIAN
https://www.linkedin.com/in/sebastian-huber-consulting/
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
02:00 What the West misunderstands about doing business in China.
05:57 What defines the Chinese economy and its "overlapping Chinas".
11:50 The origin story of Swiss luxury: from musical boxes to watchmaking.
21:15 The unique history of Switzerland's free trade agreement with China.
37:40 The irrationality of luxury: why heritage matters more than function.
41:27 How Switzerland navigates global political tensions and trade wars.
My guest today is Javier Pérez-Ramírez, a full Professor of Catalysis Engineering at ETH Zurich, director of the NCCR Catalysis, and Chair of the Editorial Board of Green Chemistry. He and his team design chemical solutions to solve one of the world’s biggest environmental challenges, plastic waste. His work has been widely recognized with several awards.
Expect to learn about the magnitude of the global plastic waste problem and the significant discrepancy between the plastic we collect and what is actually recycled, The difference between mechanical and chemical recycling, and the technical barriers that have prevented scalable solutions until now. Javier also shares insights on which countries are leading the way, what Switzerland is doing to contribute, and the single most impactful action an individual can take to ensure their plastic waste has the best chance of being recycled.
CONTACT JAVIER PÉREZ-RAMÍREZ
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
02:00 The magnitude of the plastic waste problem.
04:40 The current global rate for plastic recycling and what percentage has ever been recycled.
06:15 The discrepancy between the amount of plastic collected and what is actually recycled.
10:00 Switzerland's recycling performance and its focus on incineration.
12:20 The fundamental difference between mechanical and chemical recycling.
17:35 The technical and financial barriers that have blocked chemical recycling until now.
25:25 The realistic timeline for chemical recycling to make a significant impact.
35:00 New initiatives in Switzerland, including the NCCR Catalysis program.
40:30 Advice for individuals: the most impactful action they can take.
Elsbeth Stern is a cognitive psychologist and Professor Emeritus of Teaching-Learning Research at ETH Zurich. We delve into her extensive expertise to gain a deeper understanding of intelligence, its development, and its role in a changing world. The conversation addresses common myths about learning and provides a critical look at modern education.
Expect to learn about what intelligence really is and the influence of both nature and nurture. We discuss the value of taking an IQ test, and whether the idea of being a "math person" or an "art person" is scientifically supported. The conversation also provides Elsbeth's assessment of the current Swiss education system, her vision for an ideal school of the future, and the essential skills children need to develop for an AI-influenced world.
CONTACT ELSBETH
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
https://howitticks.ch/podcast/elsbeth-stern-intelligence-education/
TIMESTAMPS
00:00 Defining intelligence and cognitive flexibility.
00:01:06 The value of taking an IQ test.
00:07:05 Nature vs. nurture and intelligence.
00:13:58 How an average person's intelligence evolves over time.
00:24:00 Assessing the Swiss education system.
00:38:52 The impact of AI on learning.
00:44:06 Critical skills for an AI-influenced world.
00:46:58 Intelligence and autism.
My guest today is Tanya Deans, the creator and author of the popular Swiss hiking blog, Swiss Family Fun. Tanya's journey from a Swiss expat to a leading guide in Swiss travel has made her blog a go-to resource for anyone looking to explore the country's incredible hiking trails and experiences.
Expect to learn about top hike recommendations for various groups, including visiting families, tourists looking to avoid crowds, and families with young children. Tanya also shares her favorite lesser-known trails, offers tips for hiking in different seasons, provides advice for enjoying stunning views on a budget, and outlines essential preparation considerations for different types of Swiss hikes.
CONTACT TANYA
https://swissfamilyfun.com/contact/
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
00:00 Best hikes for visiting family (Chäserrugg, Stoos)
00:04:36 Top trails for tourists looking to avoid crowds (Zermatt, Jungfrau, Rigi)
00:11:50 Hidden gems for experienced hikers (Brienz Rothorn, Surenen Pass, Segnesboden)
00:18:15 Winter hiking and snowshoeing tips
00:21:40 Hiking Switzerland on a budget: passes, picnics, and smart choices
00:28:30 Essential safety and preparation tips for all Swiss hikes
My guest today is Tanya Dean, the creator and author of the popular Swiss hiking blog, Swiss Family Fun. Tanya's journey from a Swiss expat to a leading guide in Swiss travel has made her blog a go-to resource for anyone looking to explore the country's incredible hiking trails and experiences.
Expect to learn about the inspiration behind Swiss Family Fun and its evolution from a personal project to a comprehensive travel platform. We discuss the challenges Tanya faced during its growth and gain insights into her business model, including how the blog is sustained through sponsors, partners, and digital products.
CONTACT TANYA
https://swissfamilyfun.com/contact/
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
01:45 Introduction to Tanya Dean and Swiss Family Fun
02:12 From expat hobby to a popular Swiss travel blog
06:00 The turning point: Monetizing Swiss Family Fun and overcoming burnout
11:33 Adapting to change: From ads to affiliate revenue & digital products
14:40 Key lessons for entrepreneurs: Always listen to your audience
26:45 The challenge of scaling: Why hiring help is the next big step
James Blake Wiener, a historian, writer, and Co-Founder of the World History Encyclopedia, joins How It Ticks to explore remarkable Swiss stories throughout history. His research illuminates global history through unique cross-cultural exchanges and individual narratives.
This is Part 5 of our special 5-part series, focusing on The Ticinese and the Australian Gold Rush. We delve into the compelling story of migrants from Switzerland's Ticino region who journeyed to the other side of the world in the mid-19th century in hopes of striking gold and building new lives.
Expect to learn about the motivations behind this significant Swiss migration, the challenges faced by Ticinese individuals during their arduous journey to Australia, and their experiences on the goldfields. We discuss their contributions to Australian society and the lasting impact their adventures had both in their new home and back in Ticino.
Read the original article by James Blake Wiener here:https://blog.nationalmuseum.ch/en/2023/12/the-ticinese-and-the-australian-gold-rush/
Listen to the full 5-Part Series:
Connect with James Blake Wiener:LinkedIn: https://www.linkedin.com/in/jameswiener/
Connect with How It Ticks:Website: https://howitticks.ch/contact-page/Full Transcript: https://howitticks.ch/podcast/swiss-stories-james-blake/
If you found this historical journey compelling, please like, subscribe, and leave a comment below! What did you find most surprising about the Ticinese experience in the Australian Gold Rush?
James Blake Wiener, a historian, writer, and Co-Founder of the World History Encyclopedia, joins How It Ticks to explore remarkable Swiss stories throughout history. His research illuminates global history through unique cross-cultural exchanges and individual narratives.
This is Part 4 of our special 5-part series, focusing on Johann Ludwig Burckhardt: An Intrepid Swiss Explorer. We delve into the fascinating life of this Swiss adventurer, known for his daring travels across the Middle East and his significant contribution to archaeology, including his "rediscovery" of Petra.
Expect to learn about Johann Ludwig Burckhardt's background and his motivations for his extensive explorations. We discuss his journeys through regions like Syria, Egypt, Arabia, and Nubia, his methods for blending in with local cultures, and the challenges he faced. The conversation highlights his monumental discovery of Petra and his lasting legacy in the world of exploration and Orientalism.
Read the original article by James Blake Wiener here:https://blog.nationalmuseum.ch/2024/08/johann-ludwig-burckhardt-schweizer-entdecker/
Listen to the full 5-Part Series:
Chapters:Coming Soon:
Connect with James Blake Wiener:LinkedIn: https://www.linkedin.com/in/jameswiener/
Connect with How It Ticks:Website: https://howitticks.ch/contact-page/Full Transcript: https://howitticks.ch/podcast/swiss-stories-james-blake/
James Blake Wiener, a historian, writer, and Co-Founder of the World History Encyclopedia, joins How It Ticks to explore remarkable Swiss stories throughout history. His research illuminates global history through unique cross-cultural exchanges and individual narratives.
This is Part 3 of our special 5-part series, focusing on Albert Gallatin: A Swiss Founding Father. We delve into the life and profound influence of this Swiss-born statesman who played a pivotal role in early American politics, serving alongside figures like Thomas Jefferson and Benjamin Franklin.
Expect to learn about Albert Gallatin's Swiss origins and his path to becoming a key figure in American history, including his contributions as Treasury Secretary and diplomat. We discuss how his unique background may have influenced his political philosophy and his lasting legacy in shaping the young United States.
Read the original article by James Blake Wiener here:https://blog.nationalmuseum.ch/en/2021/01/albert-gallatin-a-swiss-founding-father/
Listen to the full 5-Part Series:
Connect with James Blake Wiener:LinkedIn: https://www.linkedin.com/in/jameswiener/
Connect with How It Ticks:Website: https://howitticks.ch/contact-page/Full Transcript: https://howitticks.ch/podcast/swiss-stories-james-blake/
James Blake Wiener, a historian and writer, and a Co-Founder of the World History Encyclopedia, joins me to discuss Swiss stories throughout history. His work explores various aspects of global history, often highlighting cross-cultural exchanges and the narratives of individuals.
Expect to learn about the experiences of Swiss passengers on the Titanic and the Lusitania, the role of Albert Gallatin as a Swiss-born figure in American history, the expeditions of Swiss explorer Johann Ludwig Burckhardt, and the experiences of Ticinese migrants during the Australian Gold Rush. This conversation highlights how Swiss individuals engaged with significant global events across different periods and locations.
This is Part 2 of a 5 part series covering The Lusitania and the fate of it's Swiss passengers. The original article written by James can be found here:
https://blog.nationalmuseum.ch/en/2024/05/the-sinking-of-the-lusitania-and-the-fate-of-its-swiss-passengers/
Listen to the full 5-Part Series:
Part 1: The Swiss on the Titanic - Link
Part 3: Albert Gallatin: A Swiss Founding Father
Part 4: Johann Ludwig Burckhardt: An Intrepid Swiss Explorer
Part 5: The Ticinese and the Australian Gold Rush
Chapters
00:00 Introduction to the Lusitania Story
00:00:55 What Was the Lusitania?
00:06:05 The Lusitania as a War Target and German-American Ties
00:09:50 The Swiss on Board and a Survivor's Story
00:15:30 Germany's Response to the Sinking
00:17:30 Why It's Hard to Blame Just One Side
Connect with James Blake Wiener:
LinkedIn:
https://www.linkedin.com/in/jameswiener/
https://blog.nationalmuseum.ch/en/author/james-wiener/
Connect with How It Ticks:
Website: https://howitticks.ch/contact-page/
Full Transcript: https://howitticks.ch/podcast/swiss-stories-james-blake/
James Blake Wiener, a historian, writer, and Co-Founder of the World History Encyclopedia, joins How It Ticks to explore remarkable Swiss stories throughout history. His research illuminates global history through unique cross-cultural exchanges and individual narratives.
This is Part 1 of our special 5-part series, focusing specifically on The Swiss on the Titanic. We delve into the little-known stories of Swiss passengers aboard the ill-fated ship, uncovering their backgrounds, their hopes, and the tragic circumstances they faced.
Expect to learn about the personal experiences of Swiss individuals linked to the Titanic disaster, how their stories fit into the broader narrative of Swiss history and global events, and the historical context of maritime travel in that era. This conversation highlights how Swiss individuals engaged with significant global events.
Read the original article by James Blake Wiener
here:https://blog.nationalmuseum.ch/en/2024/04/swiss-on-the-titanic/
Listen to the full 5-Part Series:
Part 2: The Swiss on the Lusitania [Link to Part 2 - TBD]
Part 3: Albert Gallatin: A Swiss Founding Father [Link to Part 3 - TBD]
Part 4: Johann Ludwig Burckhardt: An Intrepid Swiss Explorer [Link to Part 4 - TBD]
Part 5: The Ticinese and the Australian Gold Rush [Link to Part 5 - TBD]
Chapters:
00:00 Meet James Blake Wiener
04:45 Swiss People on the Titanic
09:40 Why Swiss People Sailed on the Titanic
15:45 The Good Reputation of Swiss Workers
16:30 Personal Stories and How They Were Found
Connect with James Blake Wiener:
LinkedIn:
https://www.linkedin.com/in/jameswiener/
https://blog.nationalmuseum.ch/en/author/james-wiener/
Connect with How It Ticks:
Website: https://howitticks.ch/contact-page/
Full Transcript: https://howitticks.ch/podcast/swiss-stories-james-blake/
Episode Summary
Kathrin Altwegg, astrophysicist and professor emerita at the University of Bern, joins me to discuss Switzerland’s surprising role in global space science. As the head of the ROSINA project—one of the key instruments aboard the European Space Agency’s Rosetta mission—Kathrin played a central role in helping humanity land on a comet for the first time.
Expect to learn how Switzerland became a respected contributor to space exploration despite not having a national space agency, what the Rosetta mission revealed about the early solar system, and why the discovery of amino acids on comet 67P was such a scientific milestone. Kathrin also shares her reflections on leading a decades-long mission, the challenges of space engineering, and what she hopes future generations will discover among the stars.
CONTACT KATHRIN
https://space.unibe.ch/research/groups/rosina/index_eng.html
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
TBD
TIMESTAMPS
00:00 How Kathrin accidentally entered space science through job logistics
04:00 Switzerland’s early involvement in space missions and Apollo 11
07:00 Why precision engineering made Switzerland a valuable ESA partner
09:00 Women in STEM and leadership during the Rosetta mission
12:00 Building, testing, and launching an instrument to orbit a comet
18:00 What comets reveal about the early solar system and the origins of life
26:00 How Rosetta was steered, calibrated, and kept on track from Earth
38:00 Discovering organic molecules and why glycine was such a big deal
Jakob Tanner, professor emeritus of modern history at the University of Zurich, joins me to explore Switzerland’s role in World War II and what it really meant to be a “neutral” country surrounded by Nazi-occupied Europe.
Expect to learn what daily life looked like for Swiss citizens during the war, how the country balanced fear of invasion with domestic stability, and why the Reduit strategy focused on retreating into the Alps. Jakob also breaks down Switzerland’s trade and financial ties with Nazi Germany, including gold transfers and the country’s role as a safe haven for German assets.
If you’re curious about Swiss wartime diplomacy, military preparedness, or the controversies that followed, this conversation offers rare historical insight.
CONTACT Jakob
https://www.hist.uzh.ch/de/fachbereiche/neuzeit/emeritiert/tanner.html
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
https://howitticks.ch/podcast/switzerland-ww2-history-jakob-tanner/
TIMESTAMPS
00:00 Refugee policies and Switzerland’s stance toward Jewish asylum seekers
06:00 The limits of direct democracy and why women didn’t get the vote until 1971
12:00 German invasion plans: Operation Tannenbaum and strategic miscalculations
18:00 Would the Reduit defense plan have worked? What was actually built?
24:00 Cultural and agricultural resistance within Switzerland during wartime
30:00 Post-war relations with Germany and the long road to historical reflection
Jakob Tanner, professor emeritus of modern history at the University of Zurich, joins me to explore Switzerland’s role in World War II and what it really meant to be a “neutral” country surrounded by Nazi-occupied Europe.
Expect to learn what daily life looked like for Swiss citizens during the war, how the country balanced fear of invasion with domestic stability, and why the Reduit strategy focused on retreating into the Alps. Jakob also breaks down Switzerland’s trade and financial ties with Nazi Germany, including gold transfers and the country’s role as a safe haven for German assets.
If you’re curious about Swiss wartime diplomacy, military preparedness, or the controversies that followed, this conversation offers rare historical insight.
CONTACT JAKOB
https://www.hist.uzh.ch/de/fachbereiche/neuzeit/emeritiert/tanner.html
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
https://howitticks.ch/podcast/switzerland-ww2-history-jakob-tanner/
TIMESTAMPS
00:00 Switzerland’s unique position in 1942 and how neutrality shaped daily life
04:00 Economic dependence, rationing, and internal efforts to maintain stability
08:00 Public morale, spiritual defense, and fear of German invasion
13:00 The Reduit strategy: preparing to retreat into the Alps
17:00 Trade and economic ties with Nazi Germany: exports, raw materials, and political complexity
25:00 Gold transactions, banking secrecy, and the Swiss role in storing Nazi assets
Nora Markwalder, former prosecutor and professor of criminal law and criminology at the University of St. Gallen, joins me to unpack how Switzerland’s criminal justice system really works. Drawing on her deep experience across criminal procedure, white-collar crime, and criminology, Nora explains what happens from the moment a crime is investigated all the way to sentencing.
Expect to learn how Switzerland’s justice system compares to countries like France, Germany, and the U.S., why rehabilitation is prioritized over punishment, and how the controversial juvenile justice framework operates. Nora also discusses what life is like inside Swiss prisons, how criminal records affect future employment, and the ways Switzerland handles international and immigration-related legal cases. If you’re curious about Swiss law, justice philosophy, or crime trends, this conversation is packed with insights.
CONTACT Nora
linkedin.com/in/nora-markwalder-4277765b
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
https://howitticks.ch/podcast/justice-in-switzerland/
TIMESTAMPS
00:00 Foreigners in the Swiss justice system: are they treated differently?
04:00 How the juvenile justice system works—and why 18 is a hard cutoff
10:00 Trends in Swiss crime rates and the legacy of Zurich’s heroin epidemic
18:00 The role of victims in Swiss criminal cases and the limits of restorative justice
24:00 Political influence on Swiss criminal law through public votes
30:00 What Nora would change about the justice system + the impact of AI on legal work
Nora Markwalder, former prosecutor and professor of criminal law and criminology at the University of St. Gallen, joins me to unpack how Switzerland’s criminal justice system really works. Drawing on her deep experience across criminal procedure, white-collar crime, and criminology, Nora explains what happens from the moment a crime is investigated all the way to sentencing.
Expect to learn how Switzerland’s justice system compares to countries like France, Germany, and the U.S., why rehabilitation is prioritized over punishment, and how the controversial juvenile justice framework operates. Nora also discusses what life is like inside Swiss prisons, how criminal records affect future employment, and the ways Switzerland handles international and immigration-related legal cases. If you’re curious about Swiss law, justice philosophy, or crime trends, this conversation is packed with insights.
CONTACT NORA
linkedin.com/in/nora-markwalder-4277765b
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
https://howitticks.ch/podcast/justice-in-switzerland/
TIMESTAMPS
00:00 Why Nora chose criminal law and her journey from prosecution to academia
03:00 How the Swiss criminal justice process works: investigation to sentencing
07:30 Key differences between Swiss and common law systems
12:00 Why incarceration is rare in Switzerland and how monetary penalties work
16:00 How rehabilitation is prioritized over punishment
24:00 What prison life looks like in Switzerland and different levels of prison security
Patricia Schafer, a Swiss political scientist, civic educator, and militia politician who’s built her career around understanding and participating in the country’s political system joins me to unpack the inner workings of Swiss democracy.
Expect to learn what makes Switzerland’s political system so unique, why it allows citizens to vote on nearly everything, and how that shapes the country’s culture and governance. We explore how the Federal Council operates without a central head of state, how political and cultural diversity is kept thanks to a gentleman’s agreement, and what it means to work in politics while maintaining another full-time job. Patricia also reflects on why it took so long for women to gain voting rights, and the current debates around expanding civic participation.
CONTACT PATRICIA
CONTACT MIKE
https://howitticks.ch/contact-page/
TRANSCRIPT
https://howitticks.ch/podcast/patricia-schafer-direct-democracy/
TIMESTAMPS
00:00 Introduction to Patricia Schafer and Swiss Politics
02:01 Understanding Direct Democracy
07:48 The Role of Public Votes and Elected Officials
18:38 Swiss Federal Council Explained
25:05 The Unique Militia System in Swiss Politics
30:09 Challenges and Future of Swiss Democracy
37:19 Civic Participation and Voting Rights
42:55 Conclusion and Final Thoughts
Alex Mari, a personal branding expert, digital marketing strategist, and university lecturer, joins me to explore how professionals can build and reshape their personal brand—especially later in their careers. With a background spanning academia, startups, and corporate leadership, Alex now helps individuals and organisations understand the growing importance of visibility, consistency, and authenticity in today’s professional world.
Expect to learn what personal branding really means, why it’s more relevant than ever—even for those in traditional jobs—and how to build a reputation that reflects more than just your job title. We discuss how to reposition yourself after a decade or more in one field, how to manage a brand that covers multiple interests (like side projects or podcasts), and whether social media is a necessary part of the process. Alex also shares his thoughts on how culture and geography shape branding expectations and why many people hesitate to start at all.
This is part 2 of a 2-part conversation
CONTACT ALEX
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
00:00 Building a personal brand that lasts across different jobs05:30 Why having a career portfolio is becoming the new normal12:00 Managing multiple interests—how to balance passion and purpose18:00 Can showcasing your personal brand hurt your career prospects?25:00 The importance of reflection, purpose, and finding your “why”31:00 How to start building your brand when you don’t know where to begin
Alex Mari, a personal branding expert, digital marketing strategist, and university lecturer, joins me to explore how professionals can build and reshape their personal brand—especially later in their careers. With a background spanning academia, startups, and corporate leadership, Alex now helps individuals and organisations understand the growing importance of visibility, consistency, and authenticity in today’s professional world.
Expect to learn what personal branding really means, why it’s more relevant than ever—even for those in traditional jobs—and how to build a reputation that reflects more than just your job title. We discuss how to reposition yourself after a decade or more in one field, how to manage a brand that covers multiple interests (like side projects or podcasts), and whether social media is a necessary part of the process. Alex also shares his thoughts on how culture and geography shape branding expectations and why many people hesitate to start at all.
This is part 1 of a 2-part conversation.
CONTACT ALEX
CONTACT MIKE
https://howitticks.ch/contact-page/
TIMESTAMPS
02:00 What is a personal brand and why does it matter today?05:30 The power of visibility and why self-promotion isn’t always bad08:30 Do corporate employees need a personal brand?12:00 Common fears about sharing content—and how to overcome them15:30 Why consistency and persistence are key to personal branding18:30 Cultural barriers: Why self-promotion feels “un-Swiss” and how to approach it