Innovate & Elevate with Fractal

So I have a theory about ‘links in the comments’ – I don’t believe that Linkedin directly reduces the reach because of a link in the post, even though it is apparent that the reach is reduced. My theory is that the reduced reach is the collateral impact of people clicking on the link rather than clicking on a reaction. When those people come back to LinkedIn after reading y...

In Nuclear Physics, the minimum amount of physical material needed to create a self-sustaining nuclear chain reaction is known as critical mass. The idea is that in a complex system, moving the honour threshold can suddenly unleash powerful self-sustaining change. In my experience, this is the same thing with Startup companies. Enter a market too early, no matter how strong the Founding team, and...

If you’re going to build a startup, and you want it to be successful, you need to solve a problem. And if you’re solving a problem, you’re solving it for a person, and what better person to solve a problem for than yourself. So many great Startups start by solving problems for the founder and this is exactly what Lachlan Palmer is doing with Kashy .  Lachlan saw a problem in the...

So we’ve all seen positioning map in a standard Startup pitch, you know the ones where every company is to the top right-hand corner of the map. So a positioning map is a diagram drawn to illustrate the customers perception of the business offering based on price or quality of some other benefits, and how the perception compares against the competitors. In today’s episode, I’m go...

Two-sided marketplaces, one of the hardest types of startup businesses to get going. But this week, we’re speaking to Deb Morrison , the founder of PetCloud , who’s actually made a success, and we’ll cover the different ways she’s been able to build a two-sided marketplace to the scale she has today. If you listen right to the end of the episode you’ll even hear the point I...

We all know the frustration of watching streaming videos when they start to buffer. It might just be a TV show, but it could be a live sporting event or it could be the new release of Game of Thrones.  Whatever it is, that buffering experience is crazy.  You absolutely hate it. But you as a user who hates it, but the person who’s streaming the video, the person responsible for push...

One of the surest ways to launch a successful startup is to define an entirely new market category, one that is easily understood and valued. By doing this, you instantly become the market leader and the first mover. This is precisely what Liam Norris and the lads at Ant-Ordinary are doing by re-framing skiing safety helmets as fashion items. Anti Ordinary is founded on the principle that helmets...

Crowdfunding is no longer a new idea, but the number of successful crowdfunding campaigns is still relatively small, and that’d because regardless of the method fundraising for a Startup is still a hugely difficult exercise. On today’s podcast, we speak with Anne-Marie Walton , who at the time of our chat is a little over halfway through her crowdfunding campaign for your side-hustle a...

We’ve all experienced the frustration of being on the phone to a support company because our internet, TV or PC is not working and the audio communication channel is just not working.  Support is telling you to check the warning lights and clear the drum, yet you can’t even find the drum. It was this frustration that drove Rama to found Blitzz . Blitzz fundamentally transform how...

Australia is the land of the Oligopoly, we have 4 major banks, two major telcos, Two major News holding companies and two major supermarkets. The problem with Oligopolies is that they tend to unconsciously collude and ultimately squeeze their suppliers through their dominate market control. This is a huge problem for Australian Farmers, and consumers have very little power to effect change. This i...

Retail is increasingly moving online, yet the engagement between brands and retailers is stuck in the physical world of trade shows and face to face meetings. Emma Patterson  aims to change this with her  App  that is the tinder for retail.  Emma has created a clear positioning for her business and is using a platform that combines the current flawed approach of Insta...

When we grow older we want to be surrounded by the people we love, that’s why Conpago has a mission to build thriving communities in aged care, home care and retirement living.  In this episode, I talk through the 7 P’s of Startup marketing with Mackenzie Jackson co-founder of Conpago .  We hear Mackenzie’s Pitch for Conpago, with the problem they are solving. We cover the promise Conpag...

As a podcaster, I have a marketing problem, I can’t upload an audio file to Facebook, Linkedin or Instagram. This is where Wavve comes in, Wavve turns audio files into engaging videos for podcast hosts like me. In this episode, I talk through the 7 P’s of Startup Marketing with Baird Hall , co-founder of Wavve. You can also find Baird on Twitter. If you’d like to try out Wavve –...

A quick update from me this week rather than a regular episode. Some of you will remember that when I first started this podcast, it was me talking about marketing ideas and answering your questions. Then I pivoted to interviewing marketing professionals. After 20 episodes in that format, I’ve realised that I’m not providing a consistent listening message. So I’ve decided to pivo...

A Startup is a company working to solve a problem, where the solution is not obvious, and success is not guaranteed. And when your startup is trying to innovate the way commercial email is consumed, you know you’re going to face an uphill battle. On today’s episode, we’re going to look at the way we currently send commercial email. Are marketers like me killing the golden goose t...

It’s not the camera, but the person behind the camera, or so the saying goes. Now let’s look at this from a different perspective. Today, everyone is a photographer because all of us have smartphones that take decent photos. Today, we can slap an Instagram filter on any mediocre photo, and suddenly it becomes artistic. Today, we can take a 4k video and extract good quality stills that can be blown...

Have you ever noticed how consumers are more willing to take risks in order to avoid losing something? Or how people value items they own, which they have an emotional attachment to, far more than similar items owned by somebody else. These and many other seemingly irrational phenomena can be explained partly, through Behavioral Economics. On this episode, we’ll be discussing this relatively...

Most startups are designed to disrupt an industry, but disruption is hard in a crowded marketplace and even harder when you’re entering with a premium offering. On this podcast, we’re talking to WP Engine whose built a sizable hosting business by focusing on one type of customer in an increasingly commoditised and crowded marketplace. This week, we’re going to be talking about ho...

In our social media-driven world, we are now all content producers and every one of us has the ability to publish. This phenomenon has changed the way we think about brands, brands used to be companies, then they became products and now people have brands. So what are you doing to increase the reach and influence of your personal brand? And how can content help with that? This week, I am joined by...

You did it, you finally produced and posted your first series of videos for your startup. You wrote the scripts, filmed them, edited them, and uploaded them to an online platform. And all that’s left to do is to sit back, relax, and watch the views roll in. But of course, they don’t, well not be on the views that you paid for anyway. In this episode, we discuss the steps anyone can tak...

So you’re making the investment into your marketing content. That podcast is going out each week. Twitter’s running hot, and you’re writing detailed articles on medium pretty frequently. But how do you grow your audience? Are you spending too much time uploading and editing and not enough time on the actual production, and issue content really providing value, where there’s...

I think we all want to secretly write a book, right? Well, we want to write a book that’s a best seller but we’ll settle for a hardcover that sits on a few hundred bookshelves. But two things tend to hold us back. One, what will people think? Will they hate it? And secondly, and more importantly, it kind of feels like a lot of hard work. This is where today’s guest comes in. Is i...

When you’ve worked on the digital presence for famous artists like Taylor Swift and Rihanna, you get a real sense of what is required to grow and foster a substantial social following. That’s exactly what Brendan Kane was able to do, not just for the famous artists, but also for himself as he grew 1 million following on Facebook. Brendan is a Growth Strategist, Keynote Speaker and Auth...

When you’ve worked on the digital presence for famous artists like Taylor Swift and Rihanna, you get a real sense of what is required to grow and foster a substantial social following. That’s exactly what Brendan Kane was able to do, not just for the famous artists, but also for himself as he grew 1 million following on Facebook. Brendan is a Growth Strategist, Keynote Speaker and Auth...

As a startup founder, you’ll tend to lean on mentors coaches and consultants for business advice. However, what’s the difference, is one more important than the other. Should I be paying for one or all these different people to help me in my business? Moreover, how can any or all of these people help me to avoid marketing tactics? Is that focusing on the marketing strategy that the hol...