DevReady Podcast

Can We Rewire the Brain? The New Science of Neurogenesis Explained | Ep 225 | DevReady Podcast

In this episode of the DevReady Podcast, host Anthony Sapountzis is joined by Dr Grace Ng, CEO and Chief Medical Liaison at Brain Aid Clinics and CEO of Gyrilla Investments Group. With a distinguished background in IT, corporate strategy, and medicine, Dr Grace shares her remarkable journey from tech executive to neurosurgical trainee and brain health innovator. Her work today sits at the intersection of neuroscience, artificial intelligence, and personalised care, with a focus on non-invasive neurostimulation techniques such as Transcranial Magnetic Stimulation (TMS). Through this lens, she challenges the boundaries of conventional psychiatric diagnosis and treatment, offering a fresh, integrative approach to brain care grounded in clinical rigour and technological innovation.
Dr Grace advocates for rethinking mental health not merely as psychological distress but as a manifestation of brain dysfunction—treatable through neurogenesis, cellular repair, and improved neural connectivity. Using tools like fMRI navigation and DNA-based nutritional profiling, her clinic delivers highly individualised care supported by a holistic program called “Thought, Movement & Food.” These interventions aim to cultivate a neuroplastic environment where patients can see measurable improvement in conditions such as depression, anxiety, and even early-stage Alzheimer’s. At the heart of her approach is the belief that diagnosis does not have to determine destiny—with the right conditions, the brain can heal itself.
Throughout the conversation, Dr Grace draws compelling analogies—such as comparing Alzheimer’s pathology to corrupted code in an object-oriented program—to explain the need for root-cause understanding and system-level repair. The discussion takes a personal turn as both Grace and Anthony reflect on witnessing loved ones deteriorate due to dementia, strengthening their shared conviction in the power of neurostimulation and lifestyle-based therapy. She underscores that while her work may sound “crystal therapy–adjacent,” it is in fact anchored in decades of peer-reviewed science and supported by emerging global results. Her emphasis on research-driven protocols ensures that even cutting-edge approaches are backed by evidence and measurable outcomes.
Dr Grace also explores the transformative potential of machine learning in healthcare, especially in tailoring treatments to the individual. Rather than generic language models, her clinic integrates diverse data—ranging from pathology reports to lifestyle inputs into predictive algorithms that guide intervention plans. She explains the challenges posed by data silos, incomplete records, and regulatory constraints, noting that true innovation often occurs in environments where conventional systems have failed. Highlighting autism as an example, she explains the need for nuanced, spectrum-based approaches over categorical thinking and stresses the importance of global research collaboration and clinical trials to validate and scale new treatments responsibly.
As the episode draws to a close, the conversation turns to the ethical and legal implications of AI in medicine. While technologies like Google’s Gemini can outperform radiologists in image interpretation, the practitioner remains legally responsible for outcomes. Dr Grace likens this to shifts in software development, where orchestration replaces traditional coding, creating challenges in training and verification. She praises Australia’s TGA for upholding high regulatory standards, which enable its data to be recognised internationally. At the same time, she encourages curiosity, open dialogue, and shared learning, emphasising that breakthroughs in medicine must always be matched by trust, accountability, and patient-centred care.
#BrainHealth #MentalHealthInnovation #Neurostimulation #AIinMedicine #PersonalisedHealthcare #Neuroplasticity #HealthTech #DevReadyPodcast

Laia Sastre on Why Most Small Businesses Stall at 500K (And How to Break Through) | Ep 224 | DevReady Podcast

In this episode of the DevReady Podcast, host Anthony Sapountzis sits down with Laia Sastre, Virtual Business Manager and Productivity Consultant at Elevate Business Management, to explore what it really takes to run a business that’s both efficient and aligned with your personal values. Originally from Spain and now based in Auckland, Laia brings a wealth of experience across journalism, communications, project management and operations. Together, they unpack the challenges of navigating growth, change, and burnout—and the power of building a business (and life) that actually works for you.
Laia shares her personal journey from Mallorca to post-earthquake Christchurch, where she rebuilt her career from scratch before carving out her niche as an Online Business Manager. Drawing on her background in communications and operations, she now helps small businesses across New Zealand set up the right systems, strategies, and rhythms to thrive, whether that means scaling sustainably or optimising for lean, high-value delivery.
Throughout the episode, Laia reflects on the emotional impact of cultural transitions, the struggle to fit in, and the transformation that came from starting her own business. She discusses how burnout often stems from misalignment, both in values and in the type of support businesses seek, and why it's vital to engage the right kind of help at the right time.
Together, Anthony and Laia explore how technology, when implemented with clarity and communication, can support real organisational change. They discuss the risks of overwork, the societal pressure to constantly produce, and the importance of self-awareness in business leadership. Whether it's micro-moments of rest or strategic planning sessions, Laia emphasises that success isn’t one-size-fits-all—it’s about building a business around who you really are.
Whether you're an early-stage founder, a solo operator juggling hats, or a business owner approaching the next stage of growth, this episode offers practical wisdom and grounded insight into building a business that supports both your goals and your wellbeing.
#SmallBusinessGrowth #ProductivityTips #BusinessOperations #EntrepreneurLife #BurnoutRecovery #FounderJourney #ScaleSmart #DevReadyPodcast

Gareth Rydon on the Truth About AI Agents, Automation & What Actually Works | Ep 223 | DevReady Podcast

In his third appearance on the DevReady Podcast, Gareth Rydon, Co-Founder of Friyay.ai, joins host Anthony Sapountzis for an in-depth and fast-paced exploration of the ever-evolving AI landscape. The episode covers everything from corporate hiring strategies to automation workflows, from brand development to platform fatigue. With the hype around AI louder than ever, Gareth and Anthony offer a refreshing, pragmatic take on what’s actually useful, what’s over-engineered, and what’s likely to shape the next wave of intelligent tools for businesses.
They open with a reflection on companies like Duolingo and Shopify embracing “AI-first” hiring policies. Gareth cautions against overlooking long-term impacts, pointing to his past experience with graduate freezes that disrupted organisational growth years later. The duo discuss whether companies are truly investing in upskilling and whether current AI tools are mature enough to justify such bold moves. Alongside these strategic reflections, they delve into how features like ChatGPT’s internal knowledge retrieval and Infinite Memory are reshaping how teams manage information—while also raising critical concerns about privacy, access control, and AI's sometimes-flawed understanding of context.
The conversation transitions into the future of search, branding, and discoverability. Gareth introduces the concept of Agent Engine Optimisation (AEO), the successor to SEO, where websites must be structured to be machine-readable and easily referenced by AI tools. They explore Google’s NotebookLM, which Gareth calls a “tailored educational ecosystem,” and discuss its unique ability to pull relevant sources, timestamped video segments, and even generate study guides or podcasts. Meanwhile, Anthony shares how he’s using OpenAI’s Deep Research to shortcut intensive workflows like technical audits or naming strategy—pushing the idea that AI should be used to support genuine learning, not just content regurgitation.
The pair also take aim at AI misuse, particularly the rise of low-quality, AI-generated comments on platforms like LinkedIn. Gareth explains how some creators are trolling bots with absurd phrases to highlight the issue, and both agree that such features undermine meaningful dialogue. They also mock the rise of “Comment X for my cheat sheet” gimmicks, calling out the lack of actual value delivered. Throughout the discussion, they return to a central theme: AI should enhance conversations, not dilute them—a principle equally applicable in branding, education, and community platforms.
Wrapping up, Anthony shares his custom-built YouTube-to-summary automation workflow using n8n, highlighting the pitfalls of applying agents where they’re not needed. Gareth adds that many AI solutions are being pitched as silver bullets, overwhelming business owners rather than solving real problems. Their final advice? Start small, validate the problem first, and deliver micro-solutions that actually work. In an industry moving at breakneck speed, the ones who stay grounded and customer-focused will ultimately win.
#DevReadyPodcast #AIinBusiness #FutureOfWork #TechLeadership #SmartAutomation #DigitalTransformation #GarethRydon #FriyayAI

How Apurva Chiranewala Built Startups Without VC Funding & Why You Should Too | EP 222 | DevReady Podcast

In this episode of the DevReady Podcast, host Andrew Romeo sits down with Apurva Chiranewala, Co-Founder & CEO of DemTech.ai and a seasoned operator across global tech ecosystems. From helping scale India’s leading SoftBank-backed e-commerce platforms to building out logistics solutions for Catch of the Day and eBay Australia, Apurva brings a unique blend of enterprise experience and startup grit. Together, they explore what it truly takes to build sustainable ventures, why venture capital isn’t always the answer, and how resourcefulness often outperforms runway. If you’re a founder navigating the early stages or reconsidering your funding model, this conversation is packed with practical, grounded wisdom.
Apurva reflects on his transition from India’s fast-paced tech boom to Australia’s more mature, measured business landscape. Having worked with high-growth ventures like Sendle and Block Earner, he shares how each chapter of his career has deepened his understanding of innovation, logistics, and financial systems. His natural curiosity led him into blockchain and crypto, not through hype, but by solving real business problems—such as paying suppliers across borders using stablecoins. He draws an insightful parallel between early misconceptions about e-commerce and today’s discourse around crypto, urging listeners to view emerging technologies not as threats, but as enablers for solving edge-case problems in underserved regions.
The discussion takes a philosophical turn as Apurva unpacks his personal ethos around work, growth, and balance. Rather than drawing stark lines between corporate and startup life, he sees them as complementary forces in a "sine wave" career—one providing structure, stability, and learning, the other offering space for bold experimentation. His pursuit isn’t purely entrepreneurial; it’s about living a "full life" that embraces both the highs and the inevitable lows. Startups, for Apurva, are not just ventures—they are vehicles for transformation, creativity, and personal evolution.
Challenging the glamorised VC narrative, Apurva shares how he stepped off the capital-raising treadmill after years of chasing scale at the cost of purpose. A snowed-in moment of clarity in Norway prompted him to re-centre on value creation—bootstrapping ventures with his own funds and proving worth within a year. He and Andrew liken blind VC dependence to “business obesity,” where the original problem-solving mission is lost amidst fundraising cycles. Instead, they champion building businesses that are lean, profitable, and genuinely useful—arguing that the myth of job security is fading, and self-built resilience may be the safer path.
The episode wraps with an invaluable blueprint for alternative funding. Apurva outlines scrappy, strategic methods to extend startup runway—like obsessing over cost reduction, working with freelancers on equity-sharing models, and attracting early client buy-in before building anything. He also introduces the power of crowdfunding platforms like Wefunder and SeedInvest for raising sub-$100K rounds, especially now that AI has democratised storytelling and outreach. His parting message? You don’t need to chase investors to be credible—get your first customers on board, and the rest may follow.
#StartupFunding #Bootstrapping #ApurvaChiranewala #TechFounders #EntrepreneurMindset #CryptoInnovation #CrowdfundingSuccess #DevReadyPodcast

How Athin Cassiotis Built a Multi-Million Dollar Business from Scratch | EP 221 | DevReady Podcast

In this inspiring conversation on the DevReady Podcast, host Anthony Sapountzis is joined by Athin Cassiotis, Founder, Director & Business Growth Expert of Athin Cassiotis Group and Podcast Host for The Business Growth Show.  From launching businesses and advising entrepreneurs to helping scale operations globally, Athin brings a wealth of insight into how founders can transform their businesses into scalable, investable assets. Drawing on his personal journey and the experiences of his high-performing clients, Athin shares practical strategies for business growth, leadership, and mindset development—all designed to help entrepreneurs accelerate their success.
Athin opens up about his unconventional path—from dropping out of school in Adelaide to becoming a globally recognised entrepreneur and coach. He candidly discusses the early challenges he faced, including scepticism from teachers and family, and how he channelled that doubt into drive. From selling VCDs as a teenager to building a consultancy that saved Westfield millions, Athin’s story is a testament to resilience, grit, and strategic thinking. Now mentoring clients across 10 countries and hosting The Business Growth Show, he’s focused on helping others unlock business success through systems, structure, and mindset transformation.
Sport has played a pivotal role in shaping Athin’s mental toughness and leadership skills. He reflects on how playing both tennis and soccer taught him discipline, self-talk, and the power of collaboration—skills that seamlessly translate into the business world. As a new father, he also shares his appreciation for martial arts and its ability to instil focus and inner strength. These personal reflections set the tone for a broader discussion on the importance of mental resilience and adaptability as an entrepreneur.
Anthony and Athin go deep on the reality of building a business from the ground up, especially when you’re wearing every hat. Athin shares his own leap into entrepreneurship, quitting a secure job without a backup plan and relying on instinct and self-belief. That decision launched a journey of rapid learning, self-investment, and sales mastery—ultimately leading to his first major client, Westfield. The pair unpack the importance of momentum, consistency, and being ready to seize the right opportunity at the right time, reinforcing that success often comes down to showing up and staying in the game.
From that foundation, the conversation expands into scaling businesses beyond the founder. Athin presents a blueprint for growth that includes refining the business model, clarifying brand positioning, building multi-channel lead generation systems, and measuring the right performance metrics. He shares strategies for creating businesses that are operationally independent, emphasising the need to let go, empower others, and lead from the front. The episode wraps with a powerful insight: knowledge alone isn’t power—implementation is. With coaching, the right team, and a growth-focused mindset, entrepreneurs can scale their ventures, step away strategically, or even prepare for high-value exits.
#BusinessGrowth #EntrepreneurMindset #StartupSuccess #ScaleUpStrategy #AthinCassiotis #MillionDollarBusiness #FounderJourney #DevReadyPodcast

From Ferrari to Startups: How Marco Iannitto Builds Winning Teams and Products | Ep 220 | DevReady Podcast

In this episode of the DevReady Podcast, hosts Andrew Romeo and Anthony Sapountzis are joined by Marco Iannitto, Founder of TechDel Consulting, to explore his remarkable journey from engineering supercars at Ferrari to advising businesses around the world. Marco shares his experiences working on iconic vehicles like LaFerrari and the 812 Superfast, the lessons he learnt about product development, teamwork, and leadership, and how those insights now shape his approach to business consulting. From navigating the unique challenges at Ferrari and Rimac, to embracing risk management, goal-setting, and operational excellence, Marco offers a wealth of practical knowledge for anyone seeking to build resilient teams, bring innovative products to market, and scale businesses with purpose and precision.
Marco begins by recounting how he unexpectedly entered the automotive world through Ferrari, working in the company's elite testing department. Initially sceptical about the industry, he quickly found himself inspired by Ferrari’s unique blend of startup agility and corporate discipline. Marco explains how low-volume, craftsmanship-driven manufacturing at Ferrari allowed for greater flexibility, innovation, and attention to detail—qualities that made the development of vehicles like LaFerrari particularly challenging yet deeply rewarding. His passion for the craft and the dynamic environment turned what started as a detour into a career-defining chapter.
Reflecting on his role at Ferrari, Marco discusses the demands of full vehicle integration and testing, covering every aspect from mechanical components to advanced software systems. He draws parallels between building a supercar and founding a startup, both requiring a deep understanding of every moving part. Marco shares how success at Ferrari was never about individual heroics but about cohesive teamwork, mutual trust, and a calm, solution-focused mindset. These principles became cornerstones of his philosophy, shaping his approach to leadership and problem-solving across industries.
The conversation then turns to how Marco’s experiences at Ferrari prepared him for the fast-paced world of Rimac, where he helped develop cutting-edge electric hypercars. He speaks candidly about facing imposter syndrome and how adapting to a resource-constrained, entrepreneurial environment honed his strategic thinking and resilience. Marco highlights the importance of balancing ambition with pragmatism, knowing when a product is "good enough" to launch, and gathering continuous user feedback without overengineering. These lessons have become essential in his work helping businesses achieve product-market fit and operational success.
Marco shares his belief that the key to building great teams is passion, cultural alignment, and a shared sense of purpose. Whether at Ferrari, Rimac, or within startups, he stresses that communication naturally follows when teams are truly connected by a common goal. He also reflects on the evolving landscape of engineering and technology, where mindset and adaptability are increasingly as important as technical skills. Selecting the right people—those who fit the culture and embrace the mission—remains at the heart of building high-performing, innovative teams.
Today, through TechDel Consulting, Marco applies the insights gained from his career to advise organisations across Asia, Australia, and New Zealand. He focuses on helping businesses accelerate product-market fit, optimise operational structures, and make proactive, informed decisions that minimise costly risks. By breaking big goals into manageable, rewarding steps and reverse-engineering strategies from the desired outcome, Marco empowers businesses to scale with clarity and resilience. His journey from the test tracks of Maranello to the boardrooms of global companies offers a powerful reminder that passion, purpose, and strategic precision are the true engines of success.
#DevReadyPodcast #Ferrari #Startups #Leadership #BusinessGrowth #AerionTechnologies

From Hospitality to Tech: Rohan McCloskey’s Startup Journey with GoGenerosity | Ep 219 | DevReady Podcast

In this episode of the DevReady Podcast, host Anthony Sapountzis is joined by Rohan McCloskey, CEO and Founder of GoGenerosity. With a background in hospitality and a passion for community impact, Rohan shares his journey from running successful restaurants to building a purpose-driven tech startup. GoGenerosity was born out of a crisis during COVID-19, evolving from a “pay it forward” idea into a scalable e-commerce solution that enables customers to donate at checkout. Now available via a Shopify app, GoGenerosity transforms small contributions into gift cards that are distributed to charity partners—creating tangible, trackable community outcomes.
Rohan delves into how GoGenerosity strikes a delicate balance between a frictionless user experience and meaningful consumer generosity. He shares how business values, rather than transaction size, often drive donation behaviour, and why simplicity in UX design is crucial to avoiding abandoned carts. The conversation also explores how the team navigates client feedback, using a structured approach to decide which feature requests are worth pursuing. By listening carefully—but not blindly—to customers, GoGenerosity has maintained its core vision while continuing to iterate in a data-driven way.
The discussion then turns to the importance of product–market fit. Rohan reflects on lessons learned from his early startup days, when raising capital seemed like the ultimate success metric. He admits that securing funding too soon, without clear validation of the product and its audience, led to costly missteps and unnecessary complexity. Now, he champions a more measured approach: build lean, test often, and only raise capital when it’s truly needed to accelerate growth—not just to stay afloat.
Touching on investor dynamics, Rohan offers an honest look at how the wrong timing and structure can make a business uninvestable, even if the product is strong. Fortunately, GoGenerosity attracted mission-aligned, philanthropic investors who value social impact as well as financial return. This support allowed the company to remain true to its vision, without the pressure of chasing unrealistic growth metrics. Rohan underscores the need for transparency and realistic expectations when engaging with investors, and encourages founders to avoid vanity metrics that serve ego more than strategy.
Finally, Rohan speaks about the emotional toll of transitioning from a secure, profitable business to the unpredictable world of startups. He credits his own naivety for giving him the confidence to leap, but also stresses the importance of clearly identifying your customer, especially in complex marketplaces. With GoGenerosity now focused on expanding into Australia and the US—targeting over 1.2 million Shopify merchants—Rohan reflects on the power of perseverance, clarity, and customer trust. His journey is a reminder that building a meaningful business takes more than just a good idea; it demands grit, focus, and constant learning.
 
#DevReadyPodcast #StartupWisdom #GoGenerosity #ShopifyApp #AerionTech #FounderJourney

You’re Not Ready for AI Agents (Yet): Here’s What You Need First | Ep 218 | DevReady Podcast

In this episode of the DevReady Podcast, host Anthony Sapountzis is joined by Ima Miri, an award-winning AI strategist, Founder & CEO of AI Point, and Tech Founder of TradeWize. With over 20 years’ experience in software engineering and AI innovation, Ima brings a wealth of practical insight into how generative AI is transforming the way modern businesses operate. She has worked with leading global organisations and governments to integrate AI into business operations and shares her expert take on how to implement AI agents effectively and sustainably. From foundational readiness to forward-looking applications in finance, this episode explores the real-world complexities of AI adoption and why the hype doesn’t always match the current state of the tech.
Throughout the conversation, Ima highlights one of the most common challenges she encounters—businesses eager to adopt AI without the operational maturity to support it. Many organisations assume AI agents are plug-and-play solutions capable of automating entire processes overnight. Ima explains that a successful rollout requires realistic expectations, clean and structured data, and a scalable cloud infrastructure. Her process begins with an AI readiness and maturity assessment, followed by a clear implementation roadmap, akin to the steps taken during digital transformation or cloud migration initiatives.
Anthony and Ima also discuss the limitations of low-code and no-code platforms like Zapier and Make. While these tools are effective for rapid prototyping, they often struggle with scalability, testing environments, and customisation—especially in industries with complex regulatory needs. Ima explains that AI Point offers both pre-built and fully customised agents, with the latter offering significantly more value in long-term strategic alignment. Anthony reinforces the point by noting that businesses relying solely on off-the-shelf solutions risk losing their unique edge by conforming to standardised workflows.
One of the standout examples Ima shares is from her work on TradeWize.com, a startup applying generative AI to stock and crypto trading. Unlike traditional trading bots, the agents developed here are designed to support decision-making through real-time insights, rather than executing trades. It’s a fresh and empowering application of AI that respects the regulatory boundaries of the financial sector while still enhancing user strategy and confidence. Ima also touches on another high-impact use case—an agent built to generate code aligned with an organisation’s existing codebase, helping developer teams stay consistent and compliant while boosting productivity.
As the episode draws to a close, Ima reflects on her goals for the year ahead: expanding the reach of AI Point, helping more businesses become AI-native, and launching TradeWize into the market. She’s passionate about building agent-based systems that integrate seamlessly into existing operations and offer tangible value from day one. Anthony wraps up by encouraging listeners to connect with Ima through the AI Point website or directly via email, especially if they’re ready to explore custom AI solutions. The episode is a compelling look at what it really takes to bring AI into production—beyond the buzzwords and into practical, transformative deployment.
#DevReadyPodcast #AIforBusiness #GenerativeAI #AIAgents #DigitalTransformation #CustomSoftware #TechLeadership #AIImplementation

Sell First, Build Later: The Startup Strategy Most Founders Get Wrong | Ep 217 | DevReady Podcast

In this episode, Andrew Romeo speaks with Halen Youles, Founder & CEO of ScaleMate and a seasoned sales strategist helping startups from Australia, India, and Singapore break into the U.S. market. Based in Florida, Halen shares his journey from the Central Coast of NSW to leading sales teams in the U.S., and offers practical, tech-driven insights on how early-stage companies can crack global expansion. From cold calls to automation tools and founder-led sales, this episode is packed with tactical advice for anyone looking to scale their startup, optimise their outreach, or successfully enter the U.S. market.
Halen kicks things off by reflecting on his path from cold calling in Sydney to landing a role with Travis Kalanick’s CloudKitchens. What started as a curiosity in the startup world turned into a full-blown career pivot, shaped by a passion for scale and sales. He shares how his early embrace of Zoom and remote selling helped him build momentum in a changing world and adapt quickly to the evolving sales environment—especially in the vast and competitive U.S. market.
Throughout the conversation, Halen highlights the strategic shift from relying solely on referrals to building scalable outbound systems. His multi-touch approach—leveraging email, LinkedIn, content, and cold calls—helps warm up leads before making contact. For startups looking to break into the U.S., he advises a structured testing approach to validate messaging, backed by metrics like conversion and engagement rates. He also introduces the concept of message–market fit, the idea that your messaging needs to resonate long before product–market fit can be proven.
Drawing from years of B2B SaaS experience, Halen outlines how funnel metrics like reply rates, meeting conversion, and stakeholder involvement act as key signals of traction. With LinkedIn reply rates as high as 25% and call booking rates around 70%, he demonstrates the importance of refining every stage of the outreach funnel. He also explains how founders can track and optimise performance using tools like Clay, Airtable, and HubSpot to bring data into one central view—critical for making informed decisions as you scale.
A strong advocate for founder-led sales, Halen explains why founders should stay hands-on in the early stages—especially when entering new markets. Their intimate product knowledge, agility in conversations, and ability to adapt strategy in real-time make them the best fit for initial sales. While parts of the funnel can be outsourced or automated, the founder should always be the one leading calls, understanding objections, and spotting new opportunities. Only after this process is defined should companies consider hiring sales reps or expanding teams.
To close out the episode, Halen and Andrew discuss what it really takes to expand into the U.S.—from understanding time zones to making the right hires. Halen cautions against hiring too early without a clear sales process, recommending fractional leadership or agency support for lean teams. Whether it’s an SDR, AE, or VP of Sales, every hire should serve the larger strategy, not burden a broken process. Their final takeaway? In the U.S., successful founders sell first and build later—a mindset shift that could redefine how early-stage startups grow and scale.
#DevReadyPodcast #StartupSales #FounderLedGrowth #B2BSaaS #OutboundSales #ScaleIntoTheUS #SalesAutomation #TechFounders

Stop Wasting Money on Ads—Do This First | Ep 216 | DevReady Podcast

In this episode of the DevReady Podcast, host Anthony Sapountzis welcomes Emma Reeves, Director of Excelerate Marketing and a strategic marketing specialist with over a decade of experience. Emma shares her journey from corporate roles in finance and affiliate marketing to launching her own agency in the midst of the COVID pandemic. She unpacks the importance of developing a clear marketing strategy, understanding your target audience, and creating authentic content that delivers measurable results. Whether it's attracting customers or recruiting top talent, Emma explains why marketing should be seen as a long-term investment—not a last-minute fix.
Emma’s career began in the world of affiliate and digital marketing, where she worked with high-profile platforms like RateCity and businesses such as OnDeck and MYOB. Her expertise across multi-channel campaigns and partnership marketing laid the foundation for Excelerate, which she launched during one of the most uncertain times for small businesses—2020. Witnessing business owners waste money on scattered marketing efforts without a strategic backbone, Emma recognised the need for a more structured, insight-led approach. Excelerate was built to bridge that gap, helping service-based businesses establish marketing foundations that not only convert, but also scale.
Throughout the conversation, Emma shares how Excelerate focuses on professional service industries such as accounting, legal, financial services, and property. These businesses often offer intangible services and operate in saturated markets, making strong brand positioning and messaging essential. She explains how directors, despite being industry experts, are often reluctant to show up on camera or create personal content—something Emma actively works to change. She positions personal branding not as a vanity project, but as a vital channel for building trust, credibility, and visibility in a crowded digital space.
Emma also addresses one of the most common pitfalls she sees: businesses funnelling money into ads without clear messaging or knowledge of who they’re targeting. She emphasises the need to differentiate between entry-level contacts and actual decision-makers in B2B, adjusting communication styles and messages accordingly. Building rapport, delivering value, and establishing trust are central themes in her approach—because the goal isn’t just to generate leads, but to create sustainable business growth.
Diving into ad platforms, Emma breaks down the differences between Google, Meta, and YouTube, explaining how each platform serves a different intent and demographic. She encourages business owners to test, track, and optimise continuously—and most importantly, to hold their agencies accountable. Ads, she reminds us, are just one tool in the broader marketing funnel. Emma champions an agile, strategic approach, where budgets are adjusted based on opportunity, seasonality, and long-term objectives rather than rigid contracts.
As the episode wraps up, Emma leaves listeners with a powerful message: start now. She notes that many businesses delay strategy due to lack of time or budget, only to regret it later. Marketing isn't a one-off campaign—it's a foundational element of your business that supports visibility, stability, and growth across every stage. Emma also reframes the way founders view marketing, pointing out that every business is already marketing in some form. The key is to build on what's already working and continuously refine it. For those seeking practical insights and a fresh perspective on marketing in today’s digital landscape, this episode is a must-listen.
#MarketingStrategy #DigitalMarketing #ServiceBusinessGrowth #MarketingTips #LeadGeneration #SmallBusinessMarketing #BusinessGrowth