What if the secret to true influence is saying “no” more often than saying “yes”?

In this eye-opening episode of Gen Mess with Tess, host Tess Brigham sits down with Brad Hoos—CEO of The Outloud Group and founder of Musk Ox—to unravel the myths and realities behind the influencer industry, generational shifts at work, and what it really takes to lead with authenticity.

Brad didn’t set out to become an influencer marketing expert—in fact, he’s a self-described “recovering engineer” and ex-management consultant. But after an unlikely twist in his career, Brad now leads an agency representing top creators on YouTube, TikTok, and beyond. Together, Tess and Brad dig deep into:

• The science of influence: Can you “fake” true influence, or is it rooted in trust and authenticity? And why is it often the creators who turn down brand deals who drive the biggest results?
• Generational insights: How Gen Z and millennials are changing the digital landscape, why “YouTube famous” now simply means “famous,” and whether being an influencer is just a masked quest for connection and self-acceptance.
• The CEO’s balancing act: Brad reveals how he protects his mental health amid chaos, the productivity hacks that actually work, and the surprising lesson that changed everything about how he leads.
• Company culture that sticks: Hear how Outloud Group centers success on personal growth and emotional intelligence, and how radical direct communication keeps their workplace free of toxic gossip.
• The power of saying no: Why knowing when to walk away—from brand deals, tasks, or even outdated life advice—might be the ultimate “growth hack.”

Plus, Tess and Brad open up about parenting across generations, living in the chaotic mess of life, and what today’s rising leaders are getting right (and wrong) about carving their own paths.

This episode is a must-listen whether you’re an aspiring influencer, people leader, or simply navigating the generational dynamics at work and home.

Timestamped Episode Overview:

00:00 – Tess introduces Brad Hoos and the evolving generational “mess”

01:09 – Brad’s unexpected journey from engineering to influencer marketing

03:50 – Why consulting shaped his approach to data-driven, people-first campaigns

05:46 – The Super Bowl, Kendrick Lamar, and the myth of “faking” influence

06:48 – How trust and authenticity drive true influence online

09:06 – The power of creators saying “no” and the perils of commercial oversaturation

12:02 – Brad’s daily routines and mental health as a CEO

15:09 – Productivity hacks that actually work (and those that don’t)

18:42 – Why subtraction is the real path to sanity for leaders

21:58 – Outloud’s unique definition of success and growth-focused culture

25:37 – Building a company around emotional intelligence and radical candor

28:05 – Brad’s pivotal moment learning to stop carrying leadership’s emotional weight

32:37 – Parenting, presence, and finding joy in living fully “in the moment”

36:53 – How millennials and Gen Z have redefined influence, fame, and advocacy

44:27 – Why Gen Z’s drive for purpose and connection is changing everything

50:41 – Is the influencer dream a search for real community?

Don’t forget to subscribe, and if you’re ready to bridge your own generational gaps, check out Tess’s work at tessbrigham.com or connect with Brad and his team at outloudgroup.com!

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