Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

00:36 Welcome to the Strategy at Scale Podcast

00:55 Introducing Brett Hickey and Star Mountain Capital

01:45 Brett Hickey's Career and Investment Insights

03:58 Understanding Market Opportunities and Risks

06:47 Investment Strategies and Market Analysis

10:13 The Importance of Differentiation and Competitive Advantage

19:56 Star Mountain's Unique Approach and Employee Ownership

25:36 Overcoming Challenges on Wall Street

26:44 Aligning Interests for Success

27:19 Navigating COVID-19 as a Team

28:11 Structuring Equity and Performance Metrics

30:49 Comprehensive Business Solutions

37:50 Strategic Agility and Talent Development

43:31 Resources for Entrepreneurs

46:20 Conclusion and Contact Information

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

In this conversation, Steven breaks down the three morale states that determine whether teams take action or stall, why hidden disagreement is more dangerous than open conflict, and how leaders can create real alignment after debate (without requiring artificial consensus). If you’re a founder, executive, or operator responsible for guiding strategy through uncertainty and human dynamics, this episode gives you a repeatable playbook for making better decisions, faster—with your team fully committed.

👉 Learn more about Steven and connect: https://stevengaffney.com/

👉 Connect with Steven on LinkedIn: https://www.linkedin.com/in/stevengaffney/

👉 Contact for a free chapter of Unconditional Power: https://justbehonest.com

In this episode, you’ll learn:

•The three morale states—powerless, conditionally powerful, and unconditionally powerful—and how each one shapes execution.

•How to separate what you notice (facts) from what you imagine (assumptions) to prevent meetings from running on stories.

•A simple “T-chart” method to resolve disagreements quickly and move forward with clarity.

•Why “getting the unsaid said” is the fastest way to fix trust, alignment, and performance breakdowns.

•How great leaders build accountability through commitment—so teams stop complying and start owning the mission.

00:00 Introduction to Leadership and Learning

00:59 Introducing Steven Gaffney

01:19 Fundamentals of High Performing Teams

03:01 Diving into Unconditional Power

03:52 The Importance of Mood and Morale

04:25 Three Moods of Morale

07:01 Taking Action in Uncertainty

13:10 Distinguishing Facts from Stories

18:09 Leadership Gravitational Pull

21:00 Leadership Team Dynamics

22:11 The Importance of Honest Communication

23:23 Getting the Unsaid Said

25:29 Balancing Authenticity and Mission

30:54 Creating Accountability and Commitment

34:24 Scaling Leadership Principles

37:04 Connecting and Learning More

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

This conversation matters because Andrea bridges corporate scale and scrappy early-stage execution, showing how to design a business that doesn’t just grow, but compounds through community. For founders, operators, and intrapreneurs, his story offers a repeatable playbook for turning local, human experiences into a scalable, tech-enabled platform—without losing cultural integrity or financial discipline.

Inside this conversation:

• Why stepping out of your corporate comfort zone can clarify the kind of company you’re wired to build—and how that self-awareness shapes every scaling decision.
• How WeRoad turned post-COVID loneliness and the old stigma around “group travel” into a differentiated position for solo travelers who don’t want to travel alone.
• The WeRoad flywheel: travelers → coordinators → travel producers → long-tail itineraries—and the tech, processes, and metrics that keep the machine scalable.
• The four guiding principles Andrea uses (ambition, agility, ownership, community) to hire, organize local teams, and keep six offices rowing in the same direction.
• A pragmatic view on fundraising: when to raise, what “smart money” really looks like, and how to choose investors who match your strategy—not just your valuation.

Andrea’s journey is a reminder that durable scale comes from aligning model, community, and capital around a clear purpose—and there’s at least one flywheel decision from this episode you can apply to your own business this week.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Few stories capture it as powerfully as Shirin Behzadi’s.

At 17, Shirin fled Iran alone during the revolution, arriving in the U.S. with little money and no family. She started as a gas station cashier—and eventually rose to become CEO of Home Franchise Concepts, the parent company behind Budget Blinds and several other national home-service brands.

Under her leadership, the company more than doubled in size, expanded into multiple industries, and achieved a successful private-equity sale—all while staying true to its core values and people-first culture.

In this episode, you'll learn:

• Why adversity can become your greatest strategic advantage
• How to identify your company’s true core competency
• The power of a “listening tour” to realign culture and accelerate growth
• How to navigate private-equity partnerships without losing your mission
• Why clarity of purpose drives both leadership and negotiation success

Shirin’s journey proves that grit and gratitude can scale just as powerfully as capital.

Let’s dive in with Shirin Behzadi, author of The Unexpected CEO.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Radek Sali has the answer.

As CEO of Swisse Wellness, Radek led the company through one of Australia’s most remarkable growth stories—turning a niche vitamin brand into a household name through intuition, bold marketing, and a people-first culture. Where others focused on health claims, he reimagined the category through aspiration, storytelling, and purpose.

Today, Radek is an investor, advisor, and advocate for conscious leadership.

In this episode, you’ll learn:

• How to use intuition as a strategic edge in identifying real opportunities
• The flywheel model that fueled Swisse’s explosive global growth
• Why culture is the only competitive advantage that can’t be copied
• How to balance purpose, performance, and profit at scale
• The lessons every entrepreneur can apply from wellness to any industry

Radek’s story is a testament to scaling with heart, clarity, and conviction.

Let’s dive in with Radek Sali.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Julia Austin knows this better than most. As an operator at Akamai, VMware, and DigitalOcean, an advisor to hundreds of startups, a faculty member at Harvard Business School, and now the author of After the Idea, she’s seen what truly drives sustainable growth.

In this episode of Strategy at Scale, Julia challenges the “move fast and break things” mindset and offers a grounded, evidence-driven playbook for building enduring companies. She shares how to spot real product-market fit, create a culture that fuels execution, and design systems that make scaling possible.

You’ll learn:

• Why the hardest part of entrepreneurship starts after the idea
• How to test product-market fit with scrappy, real-world experiments
• The link between clarity, culture, and long-term resilience
• What big companies often get wrong about innovation
• Why “slow down to move fast” might be the smartest strategy of all

Whether you’re leading a startup or driving innovation inside a large organization, Julia’s insights will help you scale with clarity, discipline, and purpose.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

A seasoned entrepreneur, former Global Chair of the Entrepreneurs’ Organization (EO), and founder of Legacy of Significance, Brian has guided leaders across industries to align vision, culture, and values for meaningful growth. From transforming Advanced Facilities Services International into a national leader to pioneering wellness-focused spaces with PURE Wellness, his track record speaks for itself.

In this episode, Brian joins Kaihan Krippendorff to share hard-earned lessons on:

• Why most founders struggle when shifting from building to managing a business
• How to recognize when you’re in your “zone of genius” versus just doing work with excellence
• Why culture starts with the leader—and how to foster accountability without micromanagement
• What to do when your head says “go” but your heart isn’t in it

This is a conversation about more than scaling—it’s about building companies, careers, and legacies that truly matter.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Kurt Miscinski, co-founder and CEO of Cerity Partners, believes the answer lies in clarity of purpose, disciplined reinvestment, and redefining what partnership truly means. What began as a bold vision—to bring McKinsey-style professionalism and global scale to the wealth advisory space—has evolved into one of the industry’s fastest-growing firms, now managing over $130 billion in client assets.

In this episode, Kurt shares how Cerity Partners was architected from the ground up to align ownership, culture, and long-term strategy. Drawing from his background as a CPA and former Deutsche Bank executive, he explains why Cerity avoids the traditional consolidation mindset in favor of true partnerships—and how the right language can shape everything from team dynamics to M&A success.

Tune in to hear:

• Why Cerity chose to reinvest 100% of profits—and how it changed the game
• The power of redefining mergers as partnerships
• How reframing words like “employee” can reinforce a culture of ownership
• Lessons on modeling vision into reality for aspiring founders
• And the blueprint for building a professional services firm that endures

If you’re scaling a service business, shaping culture, or designing for longevity, this is a conversation you won’t want to miss.

Let’s dive in with Kurt Miscinski.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Lori Rosenkopf, Vice Dean of Entrepreneurship at the Wharton School, has spent decades mentoring more than 20,000 students, guiding startups, and redefining how we think about entrepreneurial success. In her new book, Unstoppable Entrepreneurs, she challenges the myth of the lone genius and maps out a broader, more inclusive view of what it means to build, scale, and innovate.

In this conversation, Lori breaks down the seven distinct entrepreneurial paths she uncovered—from disruptors and funders to acquirers and advocates—and the six essential traits that define successful entrepreneurs across industries and roles. Drawing from years of research and firsthand stories, she reveals how anyone—from corporate professionals to first-time founders—can tap into entrepreneurial thinking and momentum.

In this episode, you’ll learn:

• Why entrepreneurial success doesn’t require a garage or a pitch deck
• The seven paths to entrepreneurship—and how to find yours
• The six core traits shared by unstoppable entrepreneurs
• How Lori’s journey from systems engineer to Wharton professor shaped her insights
• How to spark ideas from everyday experience and low-risk experimentation
• Why expanding access to networks and education fuels innovation

Whether you’re building something new or scaling from within, Lori’s insights will help you align your strengths with your strategy—and unlock the entrepreneurial path that’s right for you.

Let’s dive in with Lori Rosenkopf.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

That’s the mindset behind Shaun Noorian’s journey—and it’s what powered the rise of Empower Pharmacy from a 100-square-foot rented exam room to a 340,000-square-foot, FDA-registered pharmaceutical operation with national reach.

As founder and CEO of the largest 503A compounding pharmacy in the U.S., Shaun didn’t take the traditional path. No VC funding. No shortcuts. Just a mechanical engineer with a mission to fix a broken system from the inside out—starting with infrastructure, integration, and an unrelenting focus on patient outcomes.

Today, Empower employs over 1,300 people and defies industry norms by lowering prices every year—thanks to its fully vertically integrated model.

In this episode, we unpack:

• How Shaun scaled from a back room to a national provider in one of the most regulated industries in the world
• The strategy behind lowering costs while improving quality and speed
• Why vertical integration unlocked pricing power, margin control, and operational agility
• His decision to fund growth with debt—not equity—and the strategic freedom that created
• The systems and culture Empower relies on to scale safely in a high-stakes environment
• Why rebuilding the pharmaceutical supply chain was never just a business model—it was a mission

This is a story about scaling with intention. About building systems that last, solving real problems, and staying true to your purpose—even when the odds are stacked against you.

Let’s dive in with Shaun Noorian.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Tushar Amin has the answer.

A seasoned strategy executive, Tushar led a transformative initiative within one of IBM’s most traditional business units—a flat-growth, high-margin division many saw as a cash cow. Where others saw constraints, he saw opportunity. By reframing IBM’s aging global infrastructure as a strategic asset, he helped create a fast-growing, globally competitive services business—without dismantling what already worked.

In this episode, you’ll learn:

• How Tushar uncovered a horizon-two growth opportunity hidden within a horizon-one business.
• Why identifying profit pools in the ecosystem is more impactful than conventional market sizing.
• The alignment framework he used to connect go-to-market, offerings, and delivery—and scale fast.
• How to gain organizational buy-in for long-term bets, even when they challenge short-term margins.
• Why a credible value proposition rooted in real differentiation is the key to pricing power.

This is more than an intrapreneurial success story—it’s a masterclass in seeing strategic opportunity where others don’t.

Let’s dive in with Tushar Ami

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

In this episode, Dave shares his journey from venture capital to founding the Tugboat Institute, where he champions a different way of building companies—one that rejects the high-risk, high-reward mentality of VC-backed startups. We dive into his new book, Another Way: Building Companies that Last… and Last… and Last, co-authored with Bo Burlingham, exploring the core principles of evergreen businesses and how they defy conventional wisdom.

Tune in to learn:

• Why many of the tech giants VCs celebrate (like Google and Microsoft) actually took minimal venture funding—and what that means for founders.
• How the explosion of the VC market has changed how businesses are built—and why that’s a problem.
• The "Evergreen 7Ps" framework and how they guide companies toward sustainable, long-term growth.
• Real-world examples of evergreen businesses that prioritize steady growth, pragmatic innovation, and people-centered leadership.

Let’s dive in with Dave Whorton.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

As part of the founding leadership at Genomma Lab, one of Mexico’s most successful pharmaceutical and personal care companies, she helped shape a brand known for category-defining products and direct-to-consumer innovation. Under her leadership, Genomma became the first in its industry to go public on the Mexican Stock Exchange and expanded into more than 20 countries.

But Sabrina didn’t stop there.

Over the past two decades, she’s launched wellness brands, backed startups, served on boards, and mentored the next generation of entrepreneurs. Known for her strategic clarity, sharp financial instinct, and human-centered leadership, Sabrina brings a rare combination of heart and execution to everything she touches.

Today, she’s transforming Regina Romero—a 40-year-old handcrafted leather shoe brand—into a modern, tech-driven business with global ambitions. It’s not just a rebrand; it’s a reinvention.

In this episode, you’ll hear:

• How Sabrina helped Genomma scale beyond Mexico
• The hardest lessons she’s learned as an investor
• Why execution always beats vision alone
• How to evolve a legacy brand without losing its soul
• Why an obsession with product quality is non-negotiable

Ladies and gentlemen, Sabrina Herrera.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

You’ll hear how Veeva redefined cloud-based solutions for pharmaceutical companies and the pivotal choices that fueled their rapid rise—from a startup to a public company generating nearly $2.75 billion in annual revenue. Matt shares a behind-the-scenes look at how the team prioritized discipline, customer selection, and strategic patience to win in a highly regulated industry.

Tune in to learn:

• Why choosing the right first customer can make or break your business
• The strategic reasons Veeva became a Public Benefit Corporation
• Why saying “yes” to every customer request is a recipe for failure
• How “thinking slow” can accelerate long-term success
• The decision-making crossroads at scale: new markets vs. new products

Matt’s story is a masterclass in execution, focus, and discipline in scaling a
business. 

Let’s dive in with Matt Wallach.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

What sets Steve apart is his ability to combine analytical thinking with heartfelt leadership. He not only mastered the operational and financial levers necessary to outpace competitors—such as minimizing inventory costs, maximizing turnover rates, and streamlining cash flow—but also fostered a culture that aligned with these strategic goals. This dual focus resulted in reduced employee turnover, heightened engagement, and a scalable business model that stands the test of time.

In this episode, we delve into:

• How Steve pinpointed inefficiencies within the used car industry and crafted a business model to capitalize on them.
• The four core values that enabled him to cultivate a high-trust, high-performance culture.
• Why prioritizing employee retention was just as crucial as boosting inventory turnover—and the strategies he implemented to achieve both.
• His unique approach to leadership development, emphasizing continuous feedback over traditional annual reviews.
• The role of strategic transparency, particularly during challenging times, as a competitive edge.
• Key lessons in scaling that any entrepreneur can implement in their own journey.

Steve’s story exemplifies the art of scaling with both precision and purpose. 

Let’s dive in with Steve Hall.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

David’s journey—from lawyer to McKinsey consultant to investment banker—has given him a unique perspective on business valuation, private equity, and strategic exits. His expertise has made him a trusted advisor to family offices, private investors, and entrepreneurs looking to scale and sell their companies.

In this episode, David shares insights that will fundamentally change the way you think about your business's long-term value and exit strategy, including:

• How revenue models impact business valuation—what potential buyers are really looking for.
• The biggest mistakes entrepreneurs make when selling their business and how to avoid them.
• How private equity firms structure deals—and why business owners should think the same way.
• Why strategic planning for an exit should start long before you’re ready to sell.

Whether you're actively considering an exit or simply want to position your business for long-term success, David’s expertise will help you approach business valuation and deal-making with confidence.

Let’s dive in with David McCombie.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

A core challenge in scaling any business is monetization—who pays, when do they pay, and on what basis? Charlie’s experience at ScriptSave highlights how rethinking revenue models can unlock scalability and profitability. His story is not just about growth, but about building self-sustaining business models that scale efficiently.

In this episode, Charlie shares key insights on:

• The economic principles behind scalable businesses—why large markets and high-margin models are crucial. 
• The evolution of his revenue model at ScriptSave—from early struggles to a breakthrough monetization strategy. 
• How to build a company culture that prioritizes efficiency and innovation. 
• Why companies like Amazon, Google, and Nvidia scale successfully—and what lessons smaller businesses can learn from them. 

Charlie’s approach will challenge the way you think about scaling your own business—from revenue strategy to sustainable growth.

Let’s dive in with Charlie Horn.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Julie grew up witnessing both the challenges and opportunities of entrepreneurship, with her father navigating a difficult path and her mother charting her own creative course. After forging her own path in data warehousing, Julie joined Arbill in 1997, eventually taking the reins in 2005.

Faced with a transactional business model and stiff competition, she pivoted Arbill toward a bold new vision: helping companies build world-class safety environments through innovative products, education, and consulting. She transformed a traditional low margin business into a high margin solutions company with deep, loyal client relationships. Today, Arbill partners with organizations to not only meet but exceed their safety goals, ensuring that every worker goes home safe.

In this episode, Julie shares her insights on leadership, innovation, and how focusing on mission and purpose can drive both impact and growth.

We’ll cover:

• The pivotal strategic shift that transformed Arbill’s business model 
• How Arbill developed a structured rhythm for strategy execution 
• Why aligning to a higher purpose is consistent with achieving higher profits
• Ultimately, Julie’s transformational strategy points to the power of combining three important strategic concepts: picking the right Total Addressable Market, appealing to a higher value Job to be Done, and serving customers with higher customer lifetime value. In other words, find the right number of valuable, underserved customers

Let’s dive in with Julie Copeland.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

But Brian's story begins in a McDonald's drive-through at age 18. A high school dropout with one course left to graduate, he saw a beat-up pickup truck with "Mark's Hauling" scrawled on its side. That moment of inspiration led him to invest $700 in his own truck, and from that humble beginning, he would go on to build the world's largest junk removal company.

What makes Brian's story particularly valuable for entrepreneurs is how he did it. His "painted picture" vision process has become a blueprint for ambitious goal-setting. His people-first philosophy – that if we take care of our people, they will take care of our customers – has proven that culture isn't just about feeling good; it's about driving growth. And his systematic approach to finding and transforming "ordinary" industries offers a roadmap that other entrepreneurs can follow. 

Brian shares these insights and more in his books "WTF? (Willing to Fail)" and "BYOB - Build Your Own Business, Be Your Own Boss." You can also catch him as a Dragon on CBC's Dragon's Den, where he helps other entrepreneurs realize their dreams. 

In this episode, we'll cover: 

• How to create and use a "painted picture" vision to align your team and achieve ambitious goals 
• Why focusing on happy customers AND happy employees is the key to scaling 
• The system for identifying and transforming ordinary industries into exceptional businesses 
• How he used a unique promotional strategy to significantly reduce customer acquisition costs 
• How failure, including firing his entire first team of 11 people, led to his biggest breakthroughs 

Let's learn from Brian Scudamore.

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

• Dell – Sold directly to consumers, bypassing traditional retailers. 
• Salesforce – Delivered CRM via the cloud, avoiding on-premise installations. 
• Apple – Opened its own stores, reducing dependence on third-party retailers. 
• Amazon – Created an online marketplace, disrupting physical retail. 
• Netflix – Shifted from DVDs to streaming, bypassing cable providers. 
• Tesla – Sold cars directly online, skipping traditional dealerships. 
• Warby Parker – Sold eyewear directly online, avoiding retail optics stores. 
• Uber – Connected drivers and riders via an app, replacing dispatch services. 

Your channel strategy is one of the most important sets of strategic choices you will make. It may very well determine the success or failure of your enterprise.  

So, how do you pick which channel to pursue and assess what it takes to win in that channel? 

Well, Connie Shephard knows.  

Connie Shepherd is an executive and strategist with over 35 years of experience in some of the world’s leading CPG companies, including P&G, Kellogg’s, Starbucks, Hershey, and Bumble Bee Foods. 

Throughout her career, she has built a proven track record of successfully opening up new channels. Her insights will help us better select which channels to serve and how to win in the channel, which as you will hear, involves building top teams across marketing, sales, strategy, and revenue management functions. She has done this across 32 consumer product categories and 21 different distribution channels. She is known for her strategic acumen, able to quickly assess and translate business needs into the pivotal choices that lead to sustainable growth. 

Most recently as SVP of Strategy and Commercialization for Bumble Bee Seafoods, she was responsible for managing a $1.02 billion P&L. In three years, the company achieved over $18 million EBITDA growth year over year. 

In this episode, gain insights from several of her success stories: 

• How Connie led a complete overhaul at Bumble Bee Foods, focusing on strategy, structure, and talent. 
• How she brought the Starbucks store experience to retail with innovations like the "signature aisle." 
• Turning Kellogg's smallest region into a growth driver by breaking down barriers and leading teams. 
• Testing new channels through rapid test-and-learn experiments at P&G. 
• Transforming Hershey’s approach by changing key performance metrics to drive better results. 

Ladies and Gentlemen, Connie Shepherd.  

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Neil made a pivotal strategic decision early on: shifting from advertising to public relations to reduce customer acquisition costs. This decision wasn’t just a money-saving move; it became the driving force behind the company’s rapid growth. By focusing on PR, Neil got his business featured in the Wall Street Journal, talk shows, and even Oprah, catapulting California Closets into the mainstream with a fraction of the cost of traditional marketing. 

We see this pattern over and over again. A company that outscales the competition makes an uncommon promotion choice that results in a lower customer acquisition cost than the industry. It costs them less to get a new customer. And with each new customer, their lead compounds. You will see this principle at the core of the success for Netflix, Telegram, Amazon, and others.  

Now, this is not the only smart strategic choice Neil makes. In today’s conversation, we dive into how Neil identified what his brand stood for—quality and knowledge—and how he consistently delivered on that promise. It’s a lesson every entrepreneur should take to heart: knowing what your brand uniquely excels at and finding cost-effective ways to bring that value to your customers. 

Neil will also share how franchising allowed California Closets to scale rapidly, making closet organization a household concept worldwide. Whether you’re thinking about how to reduce your own customer acquisition costs, or what your brand’s promise really is, there’s plenty to learn from his journey. 

Today, we cover: 

• How Neil recognized a common problem (lack of closet space) and turned it into a business that solved a universal issue. 
• Why franchising was the key to scaling California Closets, and how Neil structured the business for growth. 
• How a chance encounter with a Wall Street Journal reporter transformed their go-to-market strategy from advertising to PR. 
• The brand's promise, earning customers’ trust, from design to installation. 
• Lessons on linking customer acquisition costs to customer lifetime value 

Ladies and gentlemen, Neil Balter. 

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

Her insights offer a masterclass in branding, strategy, and business building. She left a highly successful corporate career, because she saw an opportunity that few saw at the time. Driven by a desire to create a business with purpose, she transformed a simple idea—gifting experiences—into one of Australia’s most recognized online brands. Starting with limited resources and a big vision, she pioneered the experience economy, building trust in a nascent internet age and reshaping the online retail sector in the region.  

In this episode, Naomi shares the keys to building powerful brands, staying in sync with customers, and managing culture so you can keep your company relevant in an ever-evolving market. 

In this episode, we cover: 

• How we should really be thinking about branding, as in what IS a brand? Her answer may surprise you, and it could change how you think about your brand architecture. It certainly did for me and for every business builder I’ve spoken about it since 
• Why one of the most important metrics that will determine the speed at which you scale is … customer acquisition cost 
• How brand equity is the key to reducing that customer acquisition cost 
• Why it’s important to understand what “job” your customers are “renting” your product or service to get done and specifically tips you can follow to make sure you are constantly in touch with what they want  

Let’s dive in with Naomi Simson. 

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.

• Why he doesn’t write a business plan 
• The trick not trying to predict the future but, instead, limiting the downside
• The benefit of looking for what your competitors are ignoring … or are avoiding
• Why you need to underperform on some things, make tough choices, and overperform in other areas 
• Why you shouldn't focus just on customers at the detriment of suppliers 
• How to align culture to strategy 
• Why business school didn’t really teach him new things as much as validated what he learned as an entrepreneur 
• The benefit of taking action on idea to prove it, rather than seeking to prove it to take action

Thanks for listening! This episode is brought to you by Kaihan Krippendorff of Outthinker Networks.