We recently had the chance to connect with Sam Kulikov and have shared our conversation below.
Sam, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What are you most proud of building — that nobody sees?
Nobody can visualize the knowledge acquisition process over countless hours of reading, studying, researching, and writing. They may see the result of your knowledge applied but will be wholly unaware of the sacrifice and commitment required to reshape your mind. I am most proud of the learning I do to be better. Wins and losses come in life regardless of your preparation but through constant education and self-reflection I find new opportunities for gratitude + growth. You should be proud of every moment you put your ego aside to learn for the sake of it and not to impress others.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi there! I’m Sam Kulikov, a creative-driven Chief Marketing Officer and agency co-founder. After graduating in 2018, I founded Social Apex Media with a vision to bridge the gap between brands and modern consumers. I’ve built my expertise creating content, and now I build agencies that scale.
As the CMO of the Kansas City Pioneers, one of North America’s fastest-growing esports and gaming brands, I’ve helped raise over $1.7 million and secured partnerships with major brands like QuikTrip, DoorDash, and Logitech.
What makes my approach unique is how I combine innovative thinking with proven marketing systems, specializing in bridging traditional marketing principles with digital innovation. I’ve led campaigns for diverse clients ranging from Starbucks and Charlie Hustle to Sporting KC and non-profits like the Negro Leagues Baseball Museum.
I’m passionate about creating authentic, community-driven campaigns that resonate with audiences and deliver real results. My expertise spans marketing campaign management, content creation, and experiential marketing initiatives that connect brands with their communities in meaningful ways.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What breaks the bonds between people—and what restores them?
It’s become clear to me that one of the contributions to the erosion of the bonds between people comes down to the devaluation of our word. We live in a time where language has become performative rather than binding, where saying something clever or socially acceptable has become more important than saying something true and actionable. Culture has taught us to communicate in layers of irony, sarcasm, and non-commitment, creating a fog where nobody really knows where anyone else stands. Yet our word is all we truly own in this life. Strip away everything else—possessions, titles, circumstances—and what remains is our reaction to life and the words we choose to speak. These are our only true possessions, and we’ve been squandering them.
The restoration begins with recognizing that word is bond. When I commit to something, whether it’s a campaign deadline or a personal promise, that becomes my bond because I understand that my integrity is tied to my follow-through. Even if my follow-through is not publicized (which is coincidentally a time when integrity is even more valuable).
Everything we say or agree to should come with genuine intent, not convenience or social positioning, but deliberate commitment. This inherently requires slowing down, being selective about what we agree to, and treating each word as the valuable currency it truly is. In a world full of broken promises and performative relationships, simply keeping your word becomes revolutionary. This is how we respect each other and rebuild trust. Through the quiet consistency of honoring the only thing we truly possess: our word.
What did suffering teach you that success never could?
The truth is, doing things you hate because you know you must is what makes us human. No one evolved by staying comfortable, by only doing what felt good. Those that came before us survived by doing what they had to do. Hunting when they were tired, fighting when they were scared, building when they were broken. All so they could live another day. Success never taught me that I could push through when my body wants to quit, when my mind is telling me to give up, when everyone around me thinks I’m crazy. Suffering taught me that. It showed me that the person I become when everything falls apart is who I really am, and that version of myself is stronger than any version success could ever create. Success felt comfortable, predictable, like I had it figured out. Suffering stripped away all the bullshit and showed me what I’m actually made of.
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Growing up with ADHD, I’ve always struggled with impulse control, making it almost impossible for me to pretend to be someone I’m not. I was unapologetically authentic as a kid, speaking my mind even when it backfired, and that honesty came with a lot of weight. People often perceived it as arrogance but it’s just how I was wired. I only speak when I have something to say and it’s something I truly believe because vagueness feels pointless and pretending does a disservice to us all.
With that being said, authenticity isn’t all-or-nothing. I’ve learned to refine the way I communicate without changing the core message. By adapting my communication style to the context at hand I’m able to stay true to myself while connecting better with others. It’s not about masking who I am, but more so about finding conciseness in how I communicate so people can hear what I want to say as signal and not noise.
Okay, so before we go, let’s tackle one more area. Could you give everything your best, even if no one ever praised you for it?
Public praise is a fickle thing. I’m not interested in modifying my efforts based on other people’s opinions. I will always do my best because it’s what life demands of me… because I’m blessed to have a chance to live this life. So many people don’t get the chances I do, so who am I to take this moment and squander it?
I do what I do every day because I owe it to my parents who got me to the starting line. I owe it to my friends and family to operate with integrity and to the highest of my abilities. I owe it to my ancestors who came before me and don’t know me to carry their name forward and make them proud. I couldn’t care less for praise. I do the best I can at everything I do, especially when no one’s watching, because that’s when it really counts.
Contact Info:
- Website: https://www.kcp.gg
- Instagram: https://www.instagram.com/samvkulikov/
- Linkedin: https://www.linkedin.com/in/samkulikov/
- Twitter: https://x.com/samvkulikov
Image Credits
Social Apex / KC Pioneers
