38th Annual Product 

Liability Conference



Course Overview

The 38th Annual Product Liability Conference will run October 13-15, 2026

Learn current and emerging product liability prevention practices from experienced product safety management professionals including consulting engineers, product safety standards experts, and a defense attorney.

Who Should Attend?

Product safety and risk management professionals from industrial and commercial equipment manufacturers along with insurance providers will benefit the most. Past attendees stating they received valuable information include:

  • Product safety management managers
  • Risk management managers
  • Product development managers
  • Design engineers
  • Technical writers
  • Product liability underwriters
  • In-house attorneys who deal with product liability

Fee

In-person conference attendance is $1,595.00 and includes morning and afternoon breaks, scheduled lunches, digital access to conference materials, and conference attendance.

Online conference attendance is $1,495.00 and includes digital access to conference materials and online access to conference presentations.

Discounts

Receive a 20% discount per registrant when 3 or more people register from the same organization.

ID
RA00500-E069

Credits

CEU: 1.6
PDH: 16

Schedule

Registration Date/Time:
10/13/26 7:30am CT

Event Date/Times:

    • 10/13/26: 8:30am-4:30pm
    • 10/14/26: 8:30am-4:30pm
    • 10/15/26: 8:30am-12pm

All times are listed in Central Time Zone (GMT-6)

Evening Reception

Join us for a reception on Tuesday, October 13th from 4:30-6:30pm in Smitty's Pub on the top floor of the Fluno Center.

There will be appetizers available and a cash bar. Please RSVP at the link below!

Course Notes

This is a HyFlex (in-person and online) conference. Your registration is for one teaching platform only: in-person or online. Please be prepared to attend all days either in-person or online. Contact us if you have any questions before registering.

This course uses the Canvas course management and Zoom platforms. A UW NetID is required to access the online
course site. Both in-person and online students should obtain a NetID and access the Canvas course website. Your registration confirmation email will walk you through the NetID process and how to access Canvas.

All materials for the conference are digital and will be available on the Canvas course website. Access to the conference materials and the webinar platform will be provided 1-2 days before the first day. Please watch the email address you provided during registration for conference updates. Check your spam file if you do not see emails from the "wisc.edu" addresses. 

Program Director

Susan Ottmann


Topic:

Industrial, Product Safety & Liability

Location

Fluno Center
601 University Avenue
Auditorium
Madison, WI 53706

Map


Cancellation Policy

If you cannot attend, please notify us no later than one week before your course begins, and we will refund your fee. Cancellations received after this date and no-shows are subject to a $150 administrative fee. You may enroll a substitute at any time before the course starts.

Coming Soon/Provided in 2026

Conference Agenda


Day 1

8:30-8:45am: Introductions and Greeting

Session 1

Believe in Safety

Brandon Schroeder
Speaker, Believe In Safety
Cedar Rapids, IA

Brandon Schroeder survived a catastrophic workplace accident in 2011 - an event that changed his life and purpose. As a journeyman electrician turned national safety speaker, Brandon delivers a raw, emotional message about the real cost of shortcuts and the power of personal responsibility. Through his presentation, Believe in Safety, he challenges audiences to reflect, reset, and commit to a culture where safety isn't optional - it's personal. His goal? To reach the one person who need to hear his story before it's too late.

Break

Session 2

How the World Views Companies and the Impact on Damages Awards – Assessing the Factors

Susan G. Fillichio, Esq.
Founder and Consultant, Fillichio & Hastings
El Segundo, CA

Informed by 25 years of consulting in jury research and trials across the country, Susan Fillichio of litigation consulting firm Fillichio & Hastings will present information about how jurors in lawsuits arrive at damages awards. She will share data and insights about juror attitudes, including commonly held biases, that impact verdicts and can result in so called “nuclear verdicts.”  She will suggest strategies to anticipate and attempt to mitigate such awards.

Session 3

The Latest in On-Product Warnings: ANSI Z535.4 and ISO 3864-2

Angela Lambert
Director of Inside Sales and Standards Compliance, Clarion Safety Systems
Chairperson, ANSI Z535.1 Subcommittee
Milford, PA 

“Failure to warn” and “inadequate warnings” continue to top today’s product liability allegations. Angela Lambert will provide an overview of the ANSI Z535.4 and ISO 3864-2 standards and how they can be used as the foundation for effective labels and instructions. Participants will gain an understanding of current considerations and implications for product safety labels and for risk management including the latest label format options, recent related standards updates such as the new ANSI Z535.7 standard, and emerging trends and issues.

11:30am-12:30pm: Lunch

Session 4

Swipe, Play, Sue: Navigating the New Frontier of App and Platform Liability

Jori M. Loren, Esq.
Partner, Faegre Drinker
Chicago, IL

The digital realm is the new frontier for high-stakes product liability litigation. Following the landmark social media addition trials in Los Angeles Superior Court, a wave of novel legal claims is now targeting the design features behind online gaming and dating platforms, mobile ride-share apps, AI chatbots, and other app-based technologies. In this session, trial attorney Jori Loren will unpack these litigation trends to reveal how plaintiffs are testing the boundaries of traditional product liability in the courts. Join her as we dive into the complex, rapidly evolving work of app, platform, and AI-based product liability and explore what these paradigm shifts mean for the future of product defense.

Break

Session 5

Making Digital Transformation Pay Off: Turning Investment into Adoption, ROI, and Real-Time Impact

Matt Nichols
Founder and CEP, Digiwise-Global
Toledo, OH

Elaina Carpino, MBOE
Chief Operating Officer, Change Enthusiasm Global
Columbus, OH

Organizations invest heavily in digital transformation, yet many fail to realize the expected returns due to poor adoption, lack of alignment, and execution gaps. This session will focus on how to turn digital investments into measurable outcomes by embedding change management into every stage of transformation. Using social media as a real-world example, we will demonstrate how organizations cam operate in real time, reinforce product and brand messaging, and proactively manage misinformation, misuse, and emerging risks.

We will review practical frameworks to ensure initiatives are adopted, scaled, and sustained across the organization. Attendees will leave with a clear understanding of how to manage digital assets control costs, and build future digital capabilities that deliver ongoing business impact.

Break

Session 6

Safety Compliance and Safety Development Lifecycle

Christopher D. Brogli
Global Vice President of Safety Business Development, ROSS Controls

This session provides a structured walkthrough of the complete safety development workflow, highlighting the methods and calculations that drive compliant system design. Participants will explore risk assessments, functional specification development, safety risk reduction measure selection, safety design verification calculations, technical file preparation, and safety system design processes and validation.

4:10-4:30pm: Wrap Up and Discussion

4:45-6:30pm: Smitty's Reception

__________________________________________________________________________________


Day 2

8:30-8:35am: Day 2 Welcome

Session 7

"But Boss, We Met All the Regulations..."

Nathan A. Boyd P.E.
Founder, Product Integrity Matters, LLC
Versailles, KY

Is regulatory compliance enough - or it is simply the floor for what a reasonably safe product should be?

Most engineered products are governed by governmental regulations intended to promote safety and protect the public. Often, compliance with government safety regulations becomes the primary benchmark used to determine whether a product is safe. However, regulatory compliance does not always equate to a reasonably safe product. In product liability litigation, courts frequently examine not only whether a manufacturer complied with regulations, but also whether the design met broader expectations of safety under foreseeable conditions of use.

This presentation explores the gap between regulatory compliance and engineering responsibility. Through real-world case studies, including litigation involving trailer underride guards, we'll examine how designs that technically met regulatory requirements were still challenged - and sometimes found deficient - when evaluated through a product liability lens.

Break

Session 8

Defeating a Culture of Secrecy and the Corporate Capture of the Engineer: Why Old-Fashioned Ethics is the Best Risk Management Strategy

Laura Grossenbacher, PhD.
Director of the Program for Engineering Communication and Applied Ethics/Director of Undergraduate Program Review,
UW-Madison

Madison, WI

When legal and financial departments take a "lead role" in suppressing technical uncertainties to avoid recalls or regulatory hurdles, they often inadvertently create the very conditions for catastrophic litigation and multi-billion-dollar wrongful death suits. This session explores the high-stakes intersection of professional duty and corporate pressure, specifically for engineers and they lawyers and tradespeople who work with them. Using the GM Ignition Switch and Boeing 737 MAX-8 crises as foundations for audience discussion, we'll examine how organizational phenomena like the "Problem of Many Hands" and the "GM Nod" facilitated a culture of secrecy and lies of omission.

This session will address the challenges of "corporate capture," where fundamental engineering safety is sidelined by cost-avoidance strategies that ultimately fail both the public and the corporation's long-term viability. We'll focus on understanding opposing views, interpreting the corporate drive for financial efficiency and metrics like Return on Net Assets (RONA) as a response to the pressures of a commodity-driven market. By engaging with this perspective, we can build a more robust argument for the importance of "Ethical Guardians" - professionals with the insight and courage to speak up against forces that weaken quality engineering.

We will interrogate the engineer's commitment to public health, safety, and welfare not just as a moral imperative, but as the most vital form of proactive risk management available to a firm. This session ultimately hopes to foster professional solidarity, providing attendees with practical strategies to replace "Abilene Syndrome" and organizational silence with a culture of transparency and overt leadership (and followership) through support for a very old fashioned idea: ethical behavior.

Session 9

Why Every US Product Manufacturer Should be Paying Attention to the EU's New Product Liability Directive

Paul E. Benson, Esq.
Partner, Michael Best & Friedrich, LLP
Milwaukee, WI

On December 9, 2026, EU member states will have to comply with a new Product Liability Directive, which is a complete overhaul of the EU's current product liability regime. It reflects the "Americanization" of EU product liability law, with an expanded definition of "product" that will impact companies at every step in the supply chain. Issues related to labeling, design, and compliance with other safety requirements (including cybersecurity) that American courts have wrestled with for decades will now be hotly contested in the EU. This presentation will give you a high-level overview of the issues you should be paying attention to, whether your company does business in the EU or not.

11:30am-12:30pm: Lunch

Session 10

AI Tools as Sword & Shield: Using (or Losing) the Litigation Battle Before Trial

Donald R. Fountain, Jr.
Managing Partner, Clark, Fountain, Littky, Rubin, & Whitman
Palm Beach Gardens, FL

Nationally recognized plaintiff trial attorney Donald Fountain, Jr. will address how Artificial Intelligence will impact the determination of whether a product is defective or negligently designed or manufactured. A company's design process, including Failure Modes and Effects Analysis, and their outputs (or the failure to create them) are discoverable, and will be of increasing relevance to fact finders and judges. AI tools increasingly serve as powerful evidence for the company and, if done poorly, for the plaintiff's counsel.

Post-sale AI will equally be a tool to evaluate the safety of a product after sale. AI allows the manufacturer to monitor post-sale defects, problems, and unauthorized uses. AI will help answer questions such as what a company should have learned from internal or publicly available date about their product and what a prudent company should have done with this data (warn, redesign, recall).

Mr. Fountain will discuss how manufacturing companies are well advised to create, develop, follow, and document safety policies and procedures to review internal and external publicly available information both prior to sale and after to demonstrate a commitment to safety.

Break

Session 11

Recall Readiness for Equipment Manufacturers: Navigating Risk in a High Stakes Landscape

Chris Harvey
Senior Vice President Product Innovation and Industry Engagement, Sedgwick
Indianapolis, IN

Product recalls for capital and industrial equipment carry unique challenges - long product lifecycles, complex supply chains, regulatory scrutiny, and heightened safety exposure. This session examines the current recall landscape for equipment manufacturers, from small industrial tools to broilers, furnaces, and heavy machinery. Attendees will explore emerging risks, common recall triggers, and the operational, legal, and reputational impacts of getting recalls wrong. We'll also discover how leading manufacturers are building recall readiness strategies that protect brand trust, reduce liability, and stand up to regulators.

Break

Session 12

How Reptile Theory and Other Drivers Influence Pretrial Discovery and Jury Verdicts

David J. O'Connell, Esq.
Equity Partner/Administrative Partner, Goldberg Segalla, LLP
Chicago, IL

Plaintiff's attorneys are triggering jurors' fear responses by arguing that defendants' actions are threatening the safety of the community. This is known as the "Reptile Theory." Company representatives who participate in depositions or manufacturing companies who take cases to trial face the risk of plaintiff's attorneys using this tactic and other drivers to influence juror responses, continuing to receive nuclear or thermonuclear verdicts. This presentations will discuss recent cases, how these drivers result in these awards, and what can be done to try to offset these arguments

4:15-4:30pm: Wrap Up and Discussion

__________________________________________________________________________________


Day 3

8:30-8:35am: Day 3 Welcome

Session 13

Is This Privileged? Understanding the Limits of the Attorney-Client Privilege in Corporate Settings

United States Magistrate Judge Anita M. Boor
U.S. Magistrate Judge, United States District Court for the Western District of Wisconsin
Madison, WI

Judge Boor will discuss how attorney-client privilege and other related protections apply in corporate settings. She will overview the standards, provide examples of how they have applied in cases, and synthesize lessons for attendees to apply to their workplaces.

Session 14

Products Liability Litigation from Plaintiff's Perspective

Jesse B. Blocher, Esq.
Shareholder, Habush Habush & Rottier S.C.®
Waukesha, WI

Jesse Blocher will draw on lessons learned from the discovery, trial, and appeal of products liability cases to illustrate how injuries caused by defectively designed products, poor manufacturing processes, or quality control result in and proceed through litigation. This session will touch on the legal pre-requisites needed to establish a product is defective as well as practical discussions of how cases play out. While Mr. Blocher now exclusively represents injured plaintiffs, he began his career defending insurance companies and business in person injury claims including some products liability claims.

Break

Session 15

For Good or for Bad, Recent Developments in the Product Liability World

Cal Burnton, Esq.
Program Manager, UW-Madison
Digital Main Event 

Cal Burnton will present an overview of recent product liability cases and verdicts, explore emerging trends in the field, highlight key lessons from those case decisions, and offer practical and valuable recommendations of what manufacturers might do to avoid similar situations.

Closing/Evaluations


Accommodations



Fluno Center

601 University Avenue
Madison, WI 53706

Map


Reserve By: September 12, 2026

        Online Reservations

DoubleTree by Hilton Madison Downtown

525 West Johnson Street
Madison, WI 53703

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Room Rates: start at $180



Madison Concourse Hotel and Governor's Club

1 West Dayton Street
Madison WI, 53703

Map

Room Rates: start at $160


Hampton Inn & Suites Madison Downton

440 West Johnson Street
Madison, WI 53703

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Room Rates: start at $154

Reserve By: September 13, 2026



Presenter Biographies


Paul E. Benson Esq.

Partner, Michael Best & Friedrich, LLP
Milwaukee, WI

Paul Benson is a Partner with Michael Best & Friedrich, LLP in Milwaukee, Wisconsin. Throughout his 36-year career, Paul has been Lead Counsel in numerous complex litigation matters in the fields of product liability, personal injury litigation, class action, multidistrict and complex commercial litigation, and toxic tort litigation. He has been listed as one of "The Best Lawyers in America" in the areas of Commercial Litigation, Mass Tort Litigation/Class Actions - Defendants, Personal Injury Litigation - Defendants, and Product Liability Litigation - Defendants every year since 2007. He has been described as a "Litigation Star" in Benchmark Litigation, from 2013 to the present, and has been recognized in Who's Who Legal: Product Liability Defense (ABA Section of International Law) from 2014 to the present.

Jesse B. Blocher, Esq.

Shareholder, Habush Habush & Rottier S.C.®
Waukesha, WI

Jesse B. Blocher is a shareholder at Habush Habush & Rottier S.C.® and focuses his practice on representing individuals in personal-injury litigation through trial and appeal, including product liability cases. He is a Board-Certified Civil Trial Advocate by the National Board of Trial Advocacy. He has also argued cases in the Wisconsin Supreme Court and is the co-chair of the Wisconsin Association for Justice amicus committee. Jesse is the author of several publications, including the book, Wisconsin Tort Law: Products Liability, first published by the Wisconsin State Bar in 2025.

Nathan A. Boyd, P.E.

Founder, Product Integrity Matters, LLC
Versailles, KY

Nathan A. Boyd is a founder of Product Integrity Matters, LLC, an advising entity that helps companies strengthen their product integrity systems, safety compliance practices, and recall management processes. He has 34 years of experience in product development, safety engineering, regulatory compliance, and product integrity management within the transportation and manufacturing sectors. Prior to founding Product Integrity Matters, Nathan spend 27 years with Harley-Davidson Motor Company, where he led global product recall investigations, directed major vehicle platform engineering programs, managed regulatory interactions with agencies, chaired Harley-Davidson's Recall Investigation Committee, and served as leader of the Consumer Product Safety Committee.

United States Magistrate Judge Anita M. Boor

U.S. Magistrate Judge, United States District Court for the Western District of Wisconsin
Madison, WI

Judge Boor was sworn in as magistrate judge for the U.S. District Court for the Western District of Wisconsin in May 2024. Prior to joining the bench, Judge Boor practiced in federal court, first as a civil litigator and later as a federal prosecutor. As a civil litigator, she primarily worked on intellectual property disputes, litigating patent, trademark, copyright, and trade secret cases in federal courts across the country.

Christopher D. Brogli

Global Vice President of Safety Business Development, ROSS Controls
Ferndale, MI

Christopher Brogli is the Global Vice President of Safety Business Development at Ross Controls. He has 37 years of experience in the automation industry, working in maintenance, engineering, design & build, management, and consulting services, and has more than 30 years of safety experience. Chris holds several credentials from TUV Rheinland and is a fluid power instructor for TUV SUD. He has spoken at numerous safety events across the globe and sits on several national and international standards.

Cal Burnton 

Program Manager, UW-Madison
Arlington Heights, IL

Having retired in 2021 from his private law practice, Cal R. Burnton is now a program manager at the University of Wisconsin, helping run courses in product liability and safety. During his career, Cal tried and won numerous cases, earning a national reputation for his ability to defend complex toxic tort and class action litigation. He was widely sought after for his track record of success with sensitive and arduous matters, with clients including leading manufacturers and sellers of product such as chemicals, health care appliances, medical devices, and more. Throughout his career, Cal has spoken and written on product liability and litigation at universities and associations across the country and around the world.

Elaina Carpino, MBOE

Chief Operating Officer, Change Enthusiasm Global
Columbus, OH

Elaina Carpino is the Chief Operating Officer of Change Enthusiasm Global, where she leads revenue growth, operational strategy, and the global delivery of transformational learning experiences. She helps drive the execution of the company's vision, scaling programs that equip leaders and organizations to harness emotion as a catalyst for meaningful, sustained change. With more than 25 years of experience leading transformation across Fortune 500 enterprises and high-growth organizations, she has consistently built high-performing teams and operating systems that accelerate impact. A certified Professional Coach through the International Coaching Federation and a Lean Six Sigma Black Belt, Elaina combines analytical rigor with human-centered leadership.

Susan G. Fillichio, Esq.

Founder and Consultant, Fillichio & Hastings
El Segundo, CA

Susan Fillichio is a trial consultant and founder of Fillichio & Hastings. Over her 22 years as a trial consultant and 38 years in the legal industry, she has provided strategic insights to many of the country's most accomplished trial lawyers, Fortune 500 companies, and governmental entities. Susan has assisted counsel in obtaining successful verdicts in numerous federal and state venues and is an expert at understanding the psychology of decision-making by jurors, judges, and arbitrators. She is known for her ability to identify the winning message for  trial, as well as her discretion and commitment to excellence.















Donald R. Fountain, Jr.

Managing Partner, Clark, Fountain, Littky, Rubin & Whiteman
Palm Beach Gardens, FL

Donald Fountain, Jr. is a founding partner of Clark, Fountain, Littky, Rubin & Whitman and is a plaintiff trial attorney known for his representation of catastrophically injured clients. He has represented individuals and families in some of the most consequential product liability and injury cases in the country. Donald is board certified in civil trial law by both The Florida Bar and the National Board of Trial Advocacy and is nationally recognized for record-breaking verdicts and settlements against the nation's largest insurance companies and product manufacturers. He has been recognized with multiple "Lawyer of the Year" awards in Product Liability Litigation, Plaintiffs, and national honors for advancing public safety through the civil justice system. Donald also authored Defect Safety: A Primer for Lawyers to Identify Defective Products and Promote Consumer Safety Through Litigation, an approved continuing legal education text.

Laura Grossenbacher, Ph.D.

Director of the Program for Engineering Communication and Applied Ethics/Director of Undergraduate Program Review, UW-Madison
Madison, WI

Laura Grossenbacher is Director of Undergraduate Program Review and Director of the Program for Engineering Communication and Applied Ethics in the College of Engineering at the University of Wisconsin-Madison. She has been teaching graduate and undergraduate courses in engineering communication and ethics for 30 years. Since 2012, she has developed ethics cases and workshops for a variety of different engineering firms, engaging engineers and other professionals in discussions about applying codes of ethics, moral theory, and behavioral science. She is a member of the Association for Practical and Professional Ethics (APPE) and is a current co-chair of the Online Ethics Center Community of Practice in Teaching Engineering Ethics.

Chris Harvey

Senior Vice President Product Innovation and Industry Engagement, Sedgewick
Indianapolis, IN

Chris Harvey leads product and execution innovation within the product recall industry, leveraging technology, global best practices, and strategic partnerships to develop solutions that anticipate emerging market needs. Chris is the President-Elect on the Board of Directors and Executive Committee for ICPHSO, and represents the organization across key industry forums, building strong relationships with regulators and partners and helping guide clients through complex and high-stake events. Over 20 years, he has led some of the most complex and high-profile cases in the industry. His mission is to help clients and partners navigate the challenges of product recalls and crises with confidence while protecting consumer trust and organizational integrity.

Angela Lambert

Director of Inside Sales and Standards Compliance, Clarion Safety Systems
Chairperson, ANSI Z535.1 Subcommittee
Milford, PA

Angela Lambert has over two decades of experience in product safety, warnings, and liability. In her role at Clarion Safety, she collaborates with manufacturers, industry partners, and advocates on labels, signs, and markings that can help reduce risk and protect people. She has a keen understanding of visual safety communication standards, as well as safety label content, design, color systems, and print production. Angela is actively involved at the leadership level in the ANSI and ISO standards for product safety, is chair of the ANSI Z535.1 subcommittee, and is a delegate representative to the ANSI Z535 committee, to the ISO/TC 145 SC2 WG 1 committee, and to ISO/TC 283.

Jori M. Loren, Esq.

Partner, Faegre Drinker
Chicago, IL

Jori Loren is a Chicago-based trial attorney. She defends Fortune 100 and 500 manufacturers of pharmaceuticals, medical devices, and technology products in high-stakes product liability actions across the country. She also serves as national coordinating and strategic counsel in connection with large dockets of cases at both federal and state levels. She regularly litigates issues relating to the evolving landscape of platform and app-based liability. Her notable representations in this space include serving as counsel to one of the world's largest app-based platforms in multidistrict litigation and related state court consolidated proceedings, alleging use of various platforms resulted in mental health injuries to adolescents.

Matt Nichols

Founder and CEO, DigiWise-Global
Toledo, OH

Matt Nichols is the Founder and CEO of DigiWise-Global, a strategy-to-execution firm that turns digital transformation plans into measurable results by deploying proven teams that drive adoption, operational impact, and ROI. He is also the Founder of Reverral, a platform focused on transforming how businesses generate and scale referral-driven revenue. He has 25 years of experience in retail, manufacturing, and distribution. Matt has led enterprise-level digital and AI/ML transformation initiatives, including large-scale implementations within Fortune 500 environments, and advises on digital strategy, operational alignment, and execution at scale. Matt is known for turning complex digital strategies into practical execution plans aligned with commercial objectives.

David J. O'Connell, Esq.

Equity Partner/Administrative Partner, Goldberg Segalla, LLP
Chicago, IL

David O'Connell is a proven trial lawyer whose practice focuses on product liability, person injury, and professional liability defense. He is co-chair of Goldberg Segalla's product liability practice group. David has extensive experience defending high-exposure product liability actions and appeals in state and federal courts across the United States. With a background in mechanical engineering, he brings exceptional scientific and technical understanding to his defense of product liability actions and professional liability cases involving design professionals.

Brandon Schroeder

Speaker, Believe In Safety
Cedar Rapids, IA

Brandon Schroeder has been a safety speaker since 2012, following a life-altering workplace accident that nearly claimed his life. Brandon built a solid reputation in the trades - valued for his technical skills, work ethic, and reliability. What started as a single-speaking engagement to share the circumstances surrounding his accident turned into a calling. Over the last decade, Brandon has presented his story to hundreds of organizations - from Fortune 500 companies to local municipalities, sparking conversations and driving meaningful changes in safety culture. He combines vivid storytelling, emotional transparency, and hard-earned insight to connect with audiences on a personal level.