We caught up with the brilliant and insightful Crystal Foote a few weeks ago and have shared our conversation below.

Crystal, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for my business came through stillness. After nearly two decades working in advertising and tech, I hit a wall. I was succeeding by every external measure, but internally, something felt misaligned. One evening during meditation, I asked for clarity—not for another promotion, but for purpose. The answer came quietly but firmly: “Use your gifts to build what’s missing.”

That message haunted and guided me.

I began reflecting on every moment in my career where I felt overlooked, and every campaign that missed the mark when it came to representing real people. I thought about the audiences that were always talked about, but never truly spoken to. I realized the problem wasn’t just the message—it was the system. Data wasn’t reflecting culture. Creatives weren’t resonating with the people they claimed to serve. I wasn’t alone in feeling this gap—there was an entire market waiting to be acknowledged.

That’s when I founded Digital Culture Group.

It was a spiritual decision, yes—but it was also deeply strategic. I knew that advertising was shifting toward personalization, authenticity, and performance accountability. I saw an opportunity to combine soul and science: deep cultural intelligence with measurable outcomes. No one else was building a bridge between cultural resonance and media performance in the way we envisioned—with tools like our Audience Resonance Index™, high-impact culturally-innovative creatives, and real-time behavior signals.

What got me most excited? The freedom to redefine the standard. To build a business rooted in intention. To prove that honoring culture is a performance strategy—not a nice-to-have. I wasn’t just solving a problem; I was answering a calling.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Crystal Foote, and I sit at the intersection of culture, creativity, and technology. I’m the founder of Digital Culture Group, an award-winning advertising technology company built to close the gap between data and humanity. For nearly 20 years, I worked inside the industry—on the agency side, brand side, and startup world—watching the same cycle repeat: diverse audiences being generalized, misrepresented, or simply left out. I knew we needed a different blueprint—one that honored culture as a competitive advantage, not an afterthought.

That’s how Digital Culture Group was born. We help brands build real connections with their audiences through a mix of AI-driven analytics, cultural intelligence, and rich media creative. We’re best known for our proprietary tool, the Audience Resonance Index™, which quantifies how well a brand’s messaging aligns with the cultural values and behavior patterns of the audiences they’re trying to reach. It’s like a truth detector for campaigns—backed by real-time data signals and psychographic insights.

Our services span omnichannel media activation (from display and CTV to retail media and digital audio), creative production, and advanced measurement solutions that go beyond impressions to prove real-world impact—store visits, purchase lift, sentiment shifts, and more. We’re not just serving ads; we’re engineering moments that move people.

What sets us apart is our culture-first approach—not as a trend, but as a lens through which all strategy flows. Our clients range from Fortune 500 brands like McDonald’s and General Motors to mission-driven companies looking to engage diverse communities in meaningful ways.

I’m most proud of the impact. Not just the millions of impressions we’ve delivered—but the impressions we’ve made. Whether that’s opening a computer lab in a public school in Liberia, West Africa, helping foster youth get financial resources, or seeing a small brand go national through our work—those are the metrics that matter most to me.

If there’s one thing I want people to know, it’s this: You can be data-driven and still human-centered. You can lead with heart and still win in the marketplace. Digital Culture Group is proof of that. We exist to help brands not just show up, but resonate.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

The Power of Decision by Raymond Charles Barker fundamentally shifted the way I lead, build, and move through uncertainty. That book taught me that indecision is the root of stagnation—and that clarity isn’t a luxury, it’s a responsibility. As a founder, you’re constantly faced with incomplete information, conflicting opinions, and high-stakes choices. The Power of Decision reminded me that the most powerful thing I can do in any moment is decide—with conviction, not hesitation.

That idea has become a core pillar of how I lead: decide, align, execute, and course-correct as needed. In my experience, momentum is more valuable than perfection—and when your decisions are grounded in purpose and values, even the tough ones become easier to carry.

What’s been the best source of new clients for you?

The best source of new clients for Digital Culture Group has been a combination of strategic referrals and proven results. Much of our growth has come from partners and clients experiencing the impact of our work—whether through campaigns that exceed performance benchmarks or through powerful tools like our Audience Resonance Index™ that reveal cultural insights others miss.

We’re often invited into new rooms because someone saw the results or heard about our approach—and shared it. High-visibility partnerships, executive roundtables, and thought leadership moments have helped build that momentum. But the most consistent driver of growth? Digital Culture Group delivers so well that people talk about us when we’re not in the room.

Contact Info:

• Website: https://www.DigitalCulture.Group
• Linkedin: https://www.linkedin.com/in/crystal-foote/
• Youtube: https://www.youtube.com/@IamCrystalFoote