Make them love you.

This was originally an email to my team as I stepped out of the day to day at #gifted and into the chairman role, and given even our engineers liked it, I thought it might be beneficial to share more broadly.

I know it’s hard to translate how to excel at customer service and success, especially when a lot of it comes from years and years of experience - obviously I have had this in spades dealing with complaints at Wink, TRF & gifted, or selling, or building relationships through personal networking / consulting gigs. But I want to give you some actionable tips that I think will help :). Our goal isn’t just to solve problems, but to make customers love us. There is a reason everyone thinks "oh I know taryn!" or refers people to me/us across my companies - Ive worked tirelessly to build that love across my businesses, making sure models, clients, influencers always felt seen, heard, and understood. Now the baton is with you to keep this going :)

1) Always be human

People appreciate authenticity. It's better to respond with real empathy, saying things like, "Gosh, I’m so sorry about that, let me look into it—what a weird one, I’ve never seen that before!" instead of sounding robotic with something like "I will process your refund." Be empathetic and human, because customers are more likely to trust us and bear with us through challenges if they feel heard.

2) Choose your battles wisely

Prioritise based on the potential lifetime value of the customer. For a small brand that's less likely to grow or come back (e.g., a brand that received six months free but only has a small following), it’s okay to offer brief, direct responses. For bigger, influential brands that may open doors to more business, invest time in building a relationship. Research their history with us, explore why they’re churning, and try to solve their pain points. Even if they decide to leave, make sure they leave with a positive impression, because they might return when we've addressed their issues, and we want them to think "They were great to deal with, and nice people, even though it didnt work out this time"

3) Respond quickly—don’t drop the ball

24/7 responsiveness is often expected in customer service in most businesses now. I dont think that's required at #gifted, but I’m a firm believer that same-day replies are crucial in all business communication, and it's even more critical when handling upset customers. Always acknowledge their issue immediately, even if you can’t fix it right away. Keep them updated at every stage and make sure to close the loop. The goal is for us to have the last word—not in a controlling way, but to ensure customers never feel like they have to chase us up.

4) Be genuinely curious

When a customer reaches out, think of it as an opportunity to learn about their experience. Ask questions that dig deeper: “I noticed you're saying you didnt get a good result, but you had over 80 people apply, what was it that led you to only want to gift 2 people?” or “Can you tell me more about how you're using the platform so we can make it easier for you to remember to reply to creators? are you sharing accounts? do you mark emails from us as promotional? would an app be more helpful?”  etc. The more we understand their perspective, the more valuable solutions we can offer. Curiosity also demonstrates that we genuinely care about solving their problem.

5) Solve problems proactively

Don’t just resolve the immediate issue—think ahead and prevent future ones. If a customer is reporting a problem, there’s a good chance other customers are encountering it too. Fixing the root cause before it escalates saves us from firefighting later. If we can't fix it right away, let the customer know we’re taking it seriously and give them a timeframe for a resolution and make sure its logged in Jira and that our CPO & the dev team are across any recurring themes/trends (ie 'lots of people saying they dont understand what we do really - I feel like the home page isnt really answering the questions that I repeat daily when i do these calls" etc)

6) Exceed expectations when possible

One of the best ways to turn a frustrated customer into a loyal one is to go above and beyond what they expect. Whether it’s a free trial extension, expedited support, or a personal follow-up call, customers remember when they’ve been treated exceptionally well. When we over-deliver, even in small ways, it reinforces the idea that we truly care about their success. One less angry google review coming up! ;)

7) Know when to escalate

Not every problem will be solvable - I often had to escalate things as you would see on slack. If an issue seems like it requires technical support, a higher level of approval, or a more strategic conversation, don’t hesitate to escalate it early. The sooner a problem is in the right hands, the quicker we can resolve it. Daily stand ups are a great way for you to check in on the status of those so you can update the customer, or advocate for them (ie "Guys, I still have 2 customers complaining about shopify, what is going on, I need this fixed!")

8) Build trust through honesty

Customers value honesty over perfection. If we’ve made a mistake or can’t deliver something, being upfront and transparent about the situation builds long-term trust. Saying, "I’m really sorry, we missed the mark on this," often lands better than trying to hide the mistake. Most customers will forgive if we own up and take responsibility quickly.

9) Remember the big picture

Each customer interaction is part of a larger relationship. Our job isn’t just to "fix" their immediate issue—it’s to ensure they see long-term value in what we offer. If we can connect today’s solution to a future benefit, we’re doing more than just solving problems, we’re building loyalty. The goal isn’t just to keep customers happy but to make them love us—because when they do, they’re more likely to recommend us, return, and stick with us for the long haul. As a start up, we are going to have a lot of ups and downs and having people who have genuinely bought into our journey and story is so so important, and every customer touch point is an opportunity to do that.

Generative AI in Fashion: A Double-Edged Sword for Models and Brands

So it’s no secret I'm from the days of modelling where photographs were shot on film, and lighting tests were done by checking the shot on a Polaroid camera print out. But I’m not so old that I’m able to be: “I don't care about AI I will be dead before it impacts my industry.” When one of my senior engineers showed me the new ‘Sora’ from OpenAI, I did contemplate maybe now was a good time for retirement….

Generative AI is essentially a technological wizard that can conjure up images, videos, and even virtual models from thin air (or more accurately, from vast datasets). No more having to cast real models, who might have imperfections, or not exactly what your creative director had in mind when he said ‘edgy’ or ‘like a real mum.’

It's like having an artist and a data scientist in one, creating content that's both original (I mean, let’s debate what it's trained on later) and eerily realistic. And it’s already here and being used - Levis’ is already using AI models in online campaigns & ecomm. Midjourney and Dall-E do a not-bad job of creating fashion content, and they’re actually amazing if you feed them the right prompts. The implications for the modelling industry? Huge. But as with any major shift, it's a mix of good, bad, and downright complicated (someone get me a drink).

To be honest, as an ex-model, model agency owner, influencer, company director, and marketing consultant myself, I'm torn. 

On one hand, we're looking at a future where fashion brands can whip up digital models tailored to their exact specifications without the logistical nightmares, but with the ultimate efficiency and cost savings. Plus, this tech isn't just about creating virtual models; it's also about designing virtual clothes and accessories.

A company called Fashable, part of NVIDIA Inception’s global network of tech startups, is already using generative AI to create virtual clothing designs, which not only speeds up the design process but also reduces the environmental impact of producing physical prototypes​​.

I kind of love in some ways that it democratises starting a fashion label (test out what your customers like before you manufacture it, make cool marketing campaigns without the traditional friction points mentioned above). I also can imagine a number of models being thrilled that they never have to do another ecomm shoot (front, back, sides - next outfit) again (if we just imagine in this utopian future they still get paid, or no longer need money because we have some amazing universal basic income thing finally sorted).

In other ways. I’m totally horrified. 

Obviously in the short term, there's a real fear that as AI models become more prevalent, the demand for human models could take a hit, and that models’ likenesses will be used without their permission, or used to train AI that they are not compensated for (*every artist, writer, photographer and other creative whose content is being scraped now enters the chat). After all, why deal with the unpredictability of human schedules, personalities, and physical limitations when a computer can generate a flawless digital model in seconds to your exact brief, and have no feelings you need to deal with?!

If we don't find a way for models to be compensated for their use of image and likeness, what's to stop every brand from rolling out an AI-generated Gisele, Naomi, Kendall or Gigi in their next campaign? And for the ‘rank and file’ models who may not be able to afford to have special licensing over their likeness, what becomes of them?

More terrifyingly, we’ve seen the impact of filters, social media, and editing tools on mental health, body image and how heavily it has impacted what is considered aesthetically pleasing or beautiful. I shudder to think what the world would become when we can no longer discern who in a brand campaign is ‘real’ vs generated. We’ve had the whole ethical debate about representation and diversity, and many of us pushed so hard to make sure that campaigns didn't just include 1 contrived view of ‘beauty’. Digital models could potentially propagate unrealistic beauty standards and undo all of that hard work, unless programmed with a deep understanding of inclusivity and human diversity (which, sadly to say, I don't even think we have achieved as humans quite yet!).

I’m overall an AI optimist. After reading Mo Gawdat’s book “Scary Smart” I do many of the upsides (but also, as he suggested, I always thank ChatGPT after using it, so in case they do rule the world, maybe they are nice to me). I mean, Photoshop didn't replace photographers but instead became a tool in their arsenal, so I guess (hope) generative AI could enhance the modelling industry rather than obliterate it.

I really believe that human models have a number of things that AI can't (currently) replace - the key one being - authenticity (as much as I hate that most overused word). The nuances of human emotion, movement, and imperfection are, as of now, beyond the reach of AI, and most of the generative content I see still looks ‘fake’ enough for identification, but I'm sure that’s only months away from changing. 

Generative AI in the modelling industry, probably like many others, is a double-edged sword. It presents an incredible array of opportunities for innovation, efficiency, creative expression, experimentation, and environmental sustainability. Yet, it also poses significant challenges to employment, ethical standards, and the preservation of human uniqueness in the fashion world. The key will be in finding a balance, leveraging AI's capabilities to augment rather than replace the human touch that brings fashion to life. How do we find a way to harness all the good AI could bring to this industry, while offsetting all the terrifying? How do we do this quickly, so that the short-term damage isn't so detrimental that the long-term benefits are far too late to offset these? We really sucked at understanding the harm social media was doing until it was too late.

I hope this time we can think through the second and third-order impacts of generative AI in this industry (and many others, but selfishly for now, I'm focusing on mine) before rushing to embrace every element of it in the hope of cost savings.

In the meantime, I’ll be thanking my AI tools while googling remote islands off grid for my sped-up retirement plan, call me when you know which way this is all going…

Mentoring Services

I know how hard it is to find people who have ‘been there done that’ that you can turn to for advice, support or to workshop a particular challenge with. I’ve been fortunate to have many amazing mentors in my career, and am now allocating a few hours each month to mentoring slots for others.

When you book a 1 hour 1:1 session with me, you are booking sixty minutes of my time to help you work through absolutely anything! The goal is to share my knowledge & experience to help you progress faster & not make the same mistakes I did, or have seen others make. 

These sessions are completely tailored to whatever you’d like to cover. A few ideas on what is usually covered in these session:

• Raising capital

• Building and scaling a tech start up

• Validating a new business idea

• Personal branding 

• Social Media & influencer marketing

• Exiting / selling a company

• Client Outreach + Business growth

• For models & influencers - portfolio reviews and career coaching

This is the perfect option for you too if you want a one-off chat to see what it’s like to work with me on longer term projects.

I’m only available 4hrs a month for mentoring, and sessions available in person in Sydney or via zoom. Sessions are $500+GST.

Email [email protected] if you’d like to book in a session

Taryn x

I’ve now got my own Broadcast Channel - thanks IG

In the true “didnt know I needed it until I had it” vibe, I’ve just set up a Broadcast Channel on IG, and its 24hrs in and Im already kind of obsessed (how unlike me). In a world where social media platforms are constantly evolving, instagram does a damn good job of rolling out new features regularly (sure, ok, some of them might be heavily borrowed from other platforms). The latest feature from IG is called "Broadcast Channels," which allows creators to have their own channels and engage with their audiences in a whole new way. Instagram's new Broadcast Channels feature opens up a world of opportunities for content creators to showcase their work and engage with their audience in a more focused and immersive way. And for slashies like me, it means that people who have absolutely no desire to hear about my work/startup life, dont have to get rudely interrupted with it on stories.

I've decided to set up a broadcast channel purely dedicated to sharing some of the experience of founding & trying to grow a start up. For many people, this might be *yawn* and great, you don't have to join my broadcast group. But for those that do like it, they can play along at home watching the ups and downs, the late nights, and the immense amount of boring paperwork that goes into a start up.

But look, the blog isnt ALL about me.. It made me think a lot about why creators should make their own Broadcast Channel and where the opportunities might lie for brands in this space too.

1. Curate Specialized Content: With a broadcast channel, creators have the opportunity to curate and showcase content that aligns with their specific niche or interests. This allows them to present their work in a more organized and focused manner, catering to their target audience's preferences and expectations. For me, I;ll probably have one ‘broadcast’ for Work/Startup stuff, and maybe another for specific travel trips etc. No more ‘unfollowing’ people while they go enjoy their european vacay while you’re stuck in frosty Australia.

2. Enhance Discoverability: Having a dedicated broadcast channel can improve a creator's discoverability on Instagram. By creating a channel centered around their niche, creators can attract an audience that is specifically interested in their content. Users can explore and find new channels to follow based on their interests, increasing the chances of reaching a more engaged and loyal audience. So far I havent figured out how to make mine publicly available - when I set it up, it only gave me the option to allow people who followed me to access it. Furely play required here, I’ll keep you updated.

3. Monetization Opportunities: By growing a dedicated audience on their broadcast channel, creators can leverage features such as ads, sponsorships, brand partnerships, and collaborations to generate income. I’m all for anything that allows creators to turn their passion into a sustainable career.

4. Showcase Long-form Content: tutorials, interviews, documentaries, or extended performances work on broadcast, instead of having to click out to a link on youtube or a hosting platform. Creators can leverage the channel format to present their content in a sequential manner, keeping viewers engaged and invested in their storytelling. And obviously for IG, it keeps people on platform longer. Win win.

5. Strengthen Brand Identity: A dedicated broadcast channel allows creators to strengthen their brand identity and establish themselves as authorities in their niche.
   
   

I’m all for trying new features, maybe its my ‘move fast and break things’ personality as a founder, or maybe I’m just trying to avoid doing the actual work I’m supposed to do tonight (writing a dry presentation…). But for now, I’m here for these new broadcast features and I’m enjoying learning a new way to tell stories and distribute content in a way that’s hopefully more engaging and relevant to the people who are consuming it. 

My broadcast link is https://ig.me/j/Aba61CPou0b4uzUz/ if you’re interested to see how this feature works in action. And email me [email protected] if you want me to share anything in particular as I cover this journey of start up grind.. Lets hope it’s more of a “Becoming Warren Buffett” doco than ‘Fyre festival”..!

Amplify Your Engagement Rate on Instagram: Insider Strategies to understand and leverage the ever changing algorithm

Welcome to the world of Instagram, where engagement is the name of the game. Even after removing the publicly visible ‘likes’ in some markets, the Instagram algorithm is still the mysterious force that determines the fate of our content. 

As we navigate the ever-evolving landscape of social media, staying ahead of the game requires a deep understanding of this cryptic Instagram algorithm. If I had a dollar for every time a creator (or brand, to be fair) has asked me how they can increase their engagement rate, what hacks I know, what secret insider info I had… well then I wouldn't be starting another business would I ;)

The Instagram algorithm determines the content users see on their feeds based on so many various factors. The exact details of the algorithm are not publicly disclosed (obviously), and its updated regularly to ensure maximum eyeballs are kept on platform, to increase the ad spots that Meta can spend. That said, some of the key elements that shape how it operates are known and able to be leveraged. In 2023, the algorithm has evolved to prioritize personalized experiences for users. Here's the cliff notes:

• Unveiling User Interests: Instagram's algorithm is an expert at deciphering users' preferences. It takes note of their past interactions, likes, comments, and saved posts to curate a tailored feed. By understanding your audience's interests, you can create content that resonates and maximizes engagement.

• The Power of Relevance: Relevance is the golden ticket to Instagram success. The algorithm analyzes the relationship between users and creators, the timeliness of content, and its engagement levels. By crafting relevant and timely posts, you increase your chances of appearing on your audience's feeds.

• Understanding Engagement Signals: Engagement signals are the lifeblood of the algorithm. Likes, comments, saves, and shares act as beacons of popularity, indicating that your content is worth spotlighting. By encouraging meaningful interactions, you boost your engagement rate and win favor with the algorithm.

My advice to increase your overall engagement on your account:

• Captivate with Carousels: Get ready to make heads turn with eye-catching carousels. Instagram's algorithm in 2023 loves diversity, so create multi-image or multi-video posts that showcase different facets of your brand. Through swipes and taps, you can captivate your audience, keep them engaged, and increase interaction.

• Reel in the Engagement: Reels have taken center stage, and the algorithm is here for it. Embrace the power of short, snappy videos that entertain, educate, or inspire. Jump on trends, participate in challenges, or offer quick tutorials to reel in your audience's attention and foster engagement through likes, comments, and shares.

• Foster Authentic Conversations: Meaningful interactions are the currency of engagement. Don't settle for surface-level engagement; encourage your audience to delve deeper. Ask thought-provoking questions, seek their opinions, and create a space for genuine conversations. By nurturing authentic dialogues, you'll win the algorithm's heart and boost your engagement rate.

• Lights, Camera, Live: The algorithm loves a good live show! Leverage the power of Instagram Live to broadcast real-time content. Host Q&A sessions, share behind-the-scenes glimpses, or unveil exclusive product launches. The sense of urgency and interactive nature of live videos can skyrocket engagement as your viewers actively participate through comments, likes, and questions.

• Embrace Content Diversity: Variety is the spice of life, and Instagram craves it too. Embrace different content formats, from photos and videos to Instagram Guides, IGTV, and Stories. Use these features to offer informative guides, longer-form videos, or ephemeral story content that disappears after 24 hours. By diversifying your content, you cater to different preferences and open doors to increased engagement.

• Engage in Niche Communities: Discover the power of niche communities and become an active participant. Explore relevant hashtags, seek out industry-specific content, and engage with posts that align with your interests. Leave thoughtful comments, spark conversations, and build authentic relationships within these communities

Of course, it goes without saying, like any good experiment, you should test, learn, iterate. Figure out what your audience responds to, and double down on that. And accept the fact that both what your audience likes, and the algorithm, will change over time. If I find the silver bullet to solve for that, I’ll let you know ;)

Recovering (struggle) porn addict

I’m writing this on a Dahabiya boat on the Nile, listening to the impassioned bubbling of a Spanish family playfully arguing over a game of backgammon. My fiancé is reading on the sun lounge next to me. And for the first time in as long as I can remember, I don’t ‘have’ to work.

Not that there isn’t still always something to do. I still own three businesses, including one that is still very much in its infancy and needs to be tended to like an unsettled newborn. But for once, it’s an option. My first business has a great management team that don’t need me. The second has a new CEO who has more than filled my shoes. The third, the newest, (in carrying on the newborn analogy) has a fantastic father/co-parent who can handle this night shift while I’m on leave.

And so, I’m left on the Nile, without wifi, without the ability to doomscroll Instagram, without reports to read, board papers to write, newsletters to digest, a social life to escape into.. just me, and my thoughts.

Yikes.

What I haven’t done over the last… let’s round it off to a lazy decade.. to avoid finding myself in this exact position. To do anything to actually have to sit with the uncomfortable feelings of reflection. To have to ask ‘who I am without work?’ ‘what do enjoy?’ ‘what do I want to be when I grow up?’ (this last one, it might have been a better idea to get stuck into slightly earlier that on the downhill slide to my 40s..)

I spent my 20s addicted to struggle porn. You know the ‘dreams don’t work unless you do’ and ‘success is missed by many because its dressed in overalls and looks like hard work’. You can picture the black and white IG square inspo posts right now, I’m sure. If not, just take a scroll back to through my feed, it’s littered with suitably cringe-worthy posts. I was relentless in my pursuit of success. I worked hard, f*cking hard, and to be fair I don’t remember a lot of the 18hrs, 6 days a week, I spent dedicated to building my first 2 companies. I know there was a lot of tears, at it came at the very real cost of my health, friendships, my first marriage, family connections and experiences. It was f*cking brutal, but everywhere I looked, that’s what building success looked like – the Gary Vee, Elon Musk (pre the current twitter saga – just the ‘sleeping on the tesla floor’ part) methodology to get to success. It’s what you had to do to reap the rewards. If you can’t stand the heat, get out of the kitchen.

If anyone tells you that money can’t buy happiness, they’re lying. I wouldn’t be sitting here on a beautiful luxury ship on the Nile if I hadn’t busted my ass and reaped the rewards of that hard work and risk. Life is much more enjoyable when you’re able to fly at the pointy end of the plane and catch 10hrs of sleep, afford to buy a new set of toiletries and some interim clothes when your luggage goes on a little detour via Uzbekistan, and not loose sleep over the fact that your phone bill is going to be astronomical when you realise Egypt isn’t included in list of roaming countries on your plan.

But at some point, the relationship between money and happiness flatlines.

And so, I find myself at a place where my life is taking a sharp left turn.

It’s sticky, it’s uncomfortable, and I’ve still very much got my training wheels on. I might have domain expertise in technology, start ups, social media, talent management.. but I have zero domain expertise on the pursuit of happiness.

But here’s what I figure. As an atheist, I think we get one shot at this rodeo, and at the moment I don’t think there will be much of an echo when I leave this earth. And if I want to change that, given the average life expectancy of a woman in Australia is 85.. I’ve slid way past the 40% mark and need to pull some magic out of my hat if I expect to make a meaningful dent in my universe now.

What’s changed, is I’m now focused on making a dent in ‘my’ universe not ‘the’ universe, as the exceptionally driven mid 20s version of me would have. I now intend on applying myself to investing in relationships (including the one with myself) with the same passion, consistency and intentionality as I did with business for the last 15 years.

My mentor has been gently suggesting to me for the last 3 years that perhaps getting some balance might be healthy, and perhaps prioritising relationships (both intimate and friendships) would not be such an awful idea. To which I’d always responded (my stock standard response also to people who suggest meditation) “In what spare time, exactly, do you suggest I do this?”. To me, any minute taken out of the 1440 available each day, was detracting from my single-minded goal of success. Also, it’s much easier to dole out that kind of advice, when you’re already hugely successful, financially secure, and revered in your industry…

Perhaps its age. Perhaps its meeting the right partner. Perhaps it’s looking at the cohort of founders that all started their businesses at the same time as mine and seeing the stats – failed marriages, liquidations, one suicide attempt, 2 lengthy legal battles, one heartbreaking public ousting of the founder. Perhaps it’s the resetting of tech valuations, the constant murmuring of economic doom, or my mentors advice finally cutting through my pathetic excuses. Perhaps I’m reaching the money v happiness plateau. Somewhere along the way, my definition of success has changed.

I believe in the compounding interest of investing in relationships. I am, by nature, an introvert, and it took me a long time to find my own breed of ‘weird’. I have a small handful of deep friendships I cherish. I want to be a better friend, a better daughter, I certainly need to step up the fiancé game, and might even try my hand at this whole motherhood thing.

I’m under no illusion that fostering meaningful relationships is easy. Especially because I want to be around high character people, who fight in the heavier EQ & IQ weight class, who possess a genuine desire for deep and meaningful connection, and accordingly call me on my bullshit regularly. This takes time, it takes commitment, determination and it takes consistency. Sounds like another start up - sign me up.

I’m privileged to be able to make this decision because I sacrificed my 20s & 30s to building financial security. I think one begets the other (financial security = options), which is what so gravely concerns me about these concepts of ‘quiet quitting’ or the focus on ‘work life balance’ when you’re in the ‘build’ phase of your career. Sure – perhaps you are a naturally talented 25yr old who breezed through uni with top marks, can nail your job within the prescribed 9-5, all whilst advancing your career, being cherry picked for those sought after promotions, managing to stay front of mind with your boss while refusing to return back to the office, out performing your peers who are working harder, putting the facetime, extra miles, upskilling after hours and networking on the weekends…. Perhaps. But let’s assume most are not that person. I wasn’t. I wasn’t successful because I was exceptionally talented. I was successful because I worked harder, I didn’t quit when there was so many moments I probably should have, and I had to apply grit, tenacity, obsessiveness, resilience and an incredibly high risk appetite in place of natural exceptional talent.

So perhaps this idea of ‘work life balance’ is less about a ‘day to day’ practice, and more of a ‘decade to decade’ practice. I certainly don’t have all the answers – but as a recovering struggle porn addict, I can tell you that the destination I find myself in is so much richer because of the journey.

So you want to build an app?

Picture the scene… it's 2012. Your nights are spent watching Gossip girl and you’re blaring “Somebody that you used to know” by Goyte at any opportunity. Miley & Liam are still in love. The world is good. And I, overly plucked eyebrows and all, decide to build my first app.

Lets just say, the first “app” I built (actually not an app, its a mobile first website called ‘Wink Central’ that manages our over 650+ WINK models & all their jobs) was a baptism of fire. A very expensive, very painful, lesson in what not to do. So, let's think of this article as the silver lining to that experience. Here’s what I know now, but wish I knew then...

Know what you dont know

Non technical founder? Same. And thats OK - you can still build a kick ass app or technical business. But you need to not be afraid to ask for help, and you need to upskill yourself as much as possible so you can understand some of the jargon along the way.

My best advice here is to get a great mentor, do lots of courses (Tech Ready Women, General Assembly etc), read as much as you can (there is a plethora of free content online), and dont ‘bluff’ your way through it - if you dont know what someone is talking about, then dont be afraid to say so. A mentor of mine said “Any tech person, whether its a developer, supplier, product manager or consultant, worth their salt will be able to explain to you what they are talking about in a way you understand so you can make the right decisions”. They’re the people to find and work with.

Validate your idea

I wrote a really ranty blog about people who ask you to sign NDAs. I’m all about asking for input, advice, sharing my ideas to validate them. 

Would you use this? Is this a pain point, really? What features have I not thought of that you need? Would you pay for this app? What would success look like if we could deliver it for you?

What's going to make the cut in the MVP?

This is the hard part. Or one of the many hard parts now that I think about it!

You have to be brutally honest with yourself about what goes in the MVP. What do people really, truly, need for you to see if your product is viable. Not all the fancy trimmings. Someone once told me ‘If you’re not embarrassed by your MVP you waited too long to launch” which is so true. 

Make a list of the features you need (not want, need) and have a robust debate with your advisors and mentors until you have whittled it down. This gives you something you can get a designer to start turning into wireframes. A good way to decide what goes into the MVP, and get an external opinion, is to run a UX Discovery workshop with your design team.  Over the workshop, you’ll start mapping features in order of feasibility against the impact that they’ll have in the final product. 

Find the right people for the job

Hiring developers, or finding the right agency to build your app, can be overwhelming if you're not a technical founder. I remember thinking how the f*ck can I validate if they are any good when I cant understand code?!

Well, instead of focusing on what you don't understand, focus on what you do. Are they easy to communicate with? Do they understand your vision? Have they got good references? Have they worked on a similar project before (marketplace, SaaS product etc)? Will they be a good cultural fit? Are they within budget? Can you speak to other clients they have worked with to get a gauge of their experience? What reviews can you find online about them?

You can then ask an advisor, mentor or someone you trust to check their coding ability. I always recommend asking them to complete a test (if hiring in house) or having someone review another project code (if an agency). I’ve linked a few suppliers I have worked with and can highly recommend at the end of this article.

Try not to change the scope

This is where I hear so many horror stories of peoples' builds blowing out by a year, or ending up costing double what they were quoted. It usually comes down to scope creep. You might think adding a small button here, changing a layout there, might not be a ‘big deal’ but sometimes in fact they are, and also lots of small changes will push your whole project timeframe back. If you need to add, or change something after the MVP is agreed, ask “How long is this change/feature addition going to take, and what implications will that have to our budget and delivery timeframe?” you can then make an informed decision as to whether or not its worth it. Don't forget, an app is never “done” - you will be constantly iterating after launch. So decide if this is business critical or not for launch.

As promised, a few of my favourite experts in their fields:

Design: Vool.Studio

CFO (to help with financial model to see if the idea will make money): Vital Addition

Graphic Design: Lulu Balbi-Atkinson

I hope this makes your journey to building your first tech product more enjoyable than my first experience, and sets you up for creating an viable MVP that makes you cringe (but in a good way…).

Why product reviews on your website are so important

Looking for a restaurant for date night? I bet you read the Tripadvisor reviews. Buying a new mascara? The one with 34,000 5 star reviews on Sephora is hard to look past! And you wouldn’t be alone. According to reports, 94% of online customers read reviews before making any purchasing decisions. And it makes sense - with a proliferation of products, services and options available to us, quickly and easily online, it's hard to judge if its a high quality product that is going to serve your needs when you cant touch and feel like you can in store, ask questions of the shop assistant, or see the gaggle of other people in store trying to get their hands on it!

So this is where reviews come to the rescue!

Positive reviews help:

• Build trust

• Improve consideration

• Increase conversions

• Increase your rankings

• Creates social proof

Lets dig into these more deeply

Trust:

I know you as a brand say this product is great, but of course you’re going to say that! You’re trying to sell me something! Unless it’s a brand I know, love and trust, then getting a consumer to try a new brand/product/service can be challenging.

Positive reviews help consumers to trust you as a brand. Seeing that other consumers have engaged with your company and had a positive experience, means they are more likely to trust that you, and the products you sell, are going to meet their needs and give them a positive outcome too. Trust is hard to build and easy to break, so make sure you aim to get lots of positive reviews!

Improve consideration:

If I hadn’t heard of your brand before, but discovered you online and saw that you had hundreds of positive reviews, I would definitely get some FOMO! Why haven’t I heard of this? Why haven’t I tried this? I better get my hands on this! If Im thinking about switching from an existing brand to a new brand, positive reviews will increase the consideration of your product in that mix of options being considered.

Increase conversions:

Great - through your marketing efforts, online and offline (and utilising influencers for gifting) you have got the customer to your website. Congratulations!

Now that I’m here, what’s going to get me to part with my cold hard cash for something from your company?

Reviews.

Reports show that 92% of consumers hesitated to make a purchase if there were no customer reviews, and products with reviews are 270% more likely to be bought than a product without. For a higher priced product, this likelihood increases to 380%. Wow!

So don’t miss the opportunity to get your website visitors to become customers. Utilise the power of reviews to increase conversions.

Creates social proof

As humans, we’re inclined to want to be a part of the pack, which in years gone by kept us safe and protected from being eaten by lions! Now we all know we’re not likely to be eaten by lions in the 21st century, but we do still want to be a part of the pack. The social proof of reviews helps us know what is popular, trending and approved by others. This helps to validate my purchasing decisions, and confirms that I am aligned with a brand that is perceived positively by others. It’s a fast and easy way for customers to feel safe in making their purchase, knowing that other people are using and liking this brand too.

So now that you know the power of getting authentic user generated reviews for your brand, its time to get started in generating them. This used to be a challenge, but now #gifted is here to make getting authentic reviews fast, efficient and affordable. Just set up your #gift and set your request to be for reviews on your website, facebook, amazon store or all three, and let’s get your conversions skyrocketing!

Why an MVP is the MVP

I'm a non-technical founder. I didn't study computer science or learn to code growing up. My career path into being the CEO of 2 tech companies came from domain expertise in the industries I was trying to solve problems for, and the rest I’ve had to learn along the way.

I remember the first time I heard ‘MVP’ in a meeting, back in 2011 after I’d finished building an ‘app’ for WINK models. Cool, I thought, I know what this is. I've dated football players, I’ve repped ex athletes as an agent. I’m all over this lingo.

Wrong. MVP in the tech world does not mean Most Valuable Player. It's the minimum viable product.

Something I clearly should have learnt before I built a tech product the first time…!

Lets just say the process of building the WINK app was painful, expensive and fraught with problems. The project blew out by about 9 months, and ended up being about 10 times over budget (!!!!). And yes, some of that was because I used the wrong development agency, and didn't know what a product manager was. But it was also because I had no f*cking idea about the concept of an MVP.

An MVP is the minimum viable product is a version of a product with just enough features to be usable by early customers who can then provide feedback for future product development. It's basically the absolute bare bones of a product (website, app, etc) that you can build to test and see if it works before you go adding all the fancy features, bells and whistles.

That is clearly not what I did with the WINK App. I literally built everything - calendars, scheduling, photo uploads (and edits and comp card creation…), superannuation payments, bank payments, email reminders, SMS alerts, multi day mutli shift campaigns with different pay rates., the ability to search by what sort of drivers licence someone has (WHY??). This huge bigger than ben hurr system that is AMAZING now.. But was way more than we needed, cost far more than made sense, and was a huge risk to implement..

So now, I’m all about the MVP. With my new baby, #gifted, we’ve been completely brutal about what makes the cut in the MVP. This time around I’m fortunate enough to have an incredible product manager who is much better at evaluating features and their worth than I ever will be, and alongside our team of star in house developers, we’re working with Vool.Studio who are aligned on our vision to make a great product (and not just here to charge us lots and lots of money which can be the case with lots of design & dev agencies). I can't recommend them highly enough.

Someone once said “If you’re not embarrassed by your MVP, you spent too much time on it before launching”. So yes, it really should be a bit cringe worthy. There might be parts that are still manual, or sections that are ‘coming soon!’ despite your burning desire as a founder to have it all there on launch. But if you learn anything from my mistakes, it's that you’ll have a much better idea of what should ‘Come soon’ if you take the MVP approach.

So that’s why I think the minimum viable product is the most valuable player in the development process. It deserves the fancy trophies, the big blingy ring, the adoring fans. It’ll make your product better, it will make your customers happier, and will save you tens of thousands of dollars in costs, and time, and energy. So to really drum home the analogy, the MVP is the one player you absolutely need to have on your founding team.

Getting started with 'Biohacking'

This might come as a surprise, but when I do something I want to excel at it. Got an idea? I want to build a business out of it. Got into cycling? I buy all the gear and track all my rides on strava. Better leader? Got myself a coach, mentor, read every biography of leaders I admire, see a counsellor, took training courses in mediation and leading with empathy.

My quest for personal and professional improvement is probably at the crux of who I am as a person. I want to test the boundaries of who I can be; mediocrity terrifies me. 

And so when I started hearing more about biohacking, the search for ways to optimise health and improve longevity of our physical & mental self, I was ALL about it.

So here’s what I’ve started trying and my thoughts so far

Circle DNA test

I had a full DNA test with Circla about 18 months ago because I wanted to know any genetic precursors I had to particular conditions and how I would respond to certain supplements. The report I got tests for 115 different types of cancers & disease risks, 60 different diet & fitness things and 160ish carrier conditions like cystic fibrosis, muscular dystrophy etc (important to know about before you have kids!). Mine showed that I have a genetic mutation for hemochromatosis which I already knew, which means I'm at risk of having too much iron in my body (my father has this too). But the interesting things were that I have a lower metabolic response (at rest, body burns calories at a slower rate), I have a very high stress tolerance, higher need for vitamin B6, higher carb sensitivity, higher water loss, increased need for antioxidants, and a bunch of other fascinating things that helped me put in place a plan that was specifically suited, genetically, to me in terms of diet, how i exercise, and what to be mindful of. It's not cheap, from memory it was about $1k, but I think it was totally worth it. 

Professional naturopath

I have an incredible naturopath I’ve been seeing for about 4 years, who prescribes all of my supplements. She does full blood work every 6 months, and checks things like methylation profiles too. I take about 10 different supplements at the moment, zinc, vitamin D, magnesium, B group vitamins, etc but its so important you get your tests done first - don't go doctor google and self diagnosing, or buying supplements from the chemist (they’re mainly totally ineffective as the active ingredients are so low.

Yerba Mate

Heavily influenced by Dr Huberman on this one - I’m obsessed with his podcast. I was drinking a lot of coffee (2-3 large long blacks a day…!) but I’ve cut this down to 1 long black and 1 Yerba Mate tea a day and I'm definitely feeling the difference. It’s supposed to increase focus and get rid of brain fog.. I dont know that I can speak to that yet, as its only been about 2 weeks, but I’ll keep you posted. I bought this one because Hubermann recommended it. It tastes horrific, but with a little bit of honey it's bearable.  

Nootropics

The term “nootropic” is relatively new. It is derived from the Greek nous (“mind”) and trepein (to bend), and covers pretty much all substances, natural or synthetic, capable of enhancing brain or mental function. Nootropic supplements can boost alertness, concentration, focus, memory and recall and sleep as well as reduce anxiety and depression. Some nootropics have even been proven effective in assisting serious neurological diseases like ADHD, ADD, Alzheimer’s, Parkinson’s, & OCD. I’m currently trying the Bio8 daily nootropic, and have experimented with Lions Mane in the past but I didn't notice much from that. 

Garmin watch

This was a COVID 2020 addition to my life and I love it. I use it to track all my workouts - spin, boxing, weights, yoga, walking, and keep a track of my heart rate, my period, daily steps, etc. I find the data addictive. It's a great way to track calories out and push myself to go just that little bit harder each workout. I got the fenix 6s Pro sapphire and cannot live without the pay functionality now, I literally just leave the house for a run with my keys and watch because I can pay with that, so handy!

Peptides

So I’m new to this, and started injecting peptides about 5 weeks ago now, so am far from an expert in peptides!  Peptides are kind of like a light switch - turning on certain mechanisms in the body that had previously laid dormant. Peptides are small proteins made up of amino acid sequences. The smaller peptides, with distinct amino acid sequences, have different functions in our body, from healing to hormonal regulation, sleep, energy, neurological function and longevity. Im taking BPC157, TB500 and Ipamorelin from Biov8 - its prescribed by a doctor and you inject it at night. I’m desperately trying to repair the damage in my knee from an old ski accident that just constantly niggles me, and this came highly recommended for repair, so lets see!

Thorne fish oil

Again influenced by Dr Huberman. A lot of the vitamins I get prescribed by my naturopath are Thorne, many you can’t get without a prescription which speaks to the quality. I've started taking fish oil which I just ordered online because I definitely don't get enough essential fatty acid in my diet naturally.

NAD+

There’s been a lot of hype about NAD+ so I feel like Im a bit late to the party on this one! 

Basically NAD+ fuels the energy source of every cell & scientists have now proven a direct correlation between aging and the depletion of NAD levels. Supplementing NAD+ into the body effectively can apparently slow down the aging process. SIGN ME UP.

Magnesium spray

The lovely people at Salt Lab sent me some of their spray to try and I've been applying it on my stomach and feet at night for sleep, but also directly on sore muscles like my crazy tight hamstrings and it definitely helps. I take magnesium tablets too, but I like that this is a direct way to get easy absorption for specific sites. I’m sleeping like the dead which is hopefully from this and not just the sheer exhaustion of dealing with COVID...

Fitbit Luxe

When I want to wear something a bit more understated than my Garmin (look, its practical, but its a chunky sports watch so doesnt necessarily go with every outfit!) I use a FitBit luxe. I got the plain black one cause its pretty chic and means I dont have any data breaks in my tracking when I dont want to wear a full sports watch. It’s also much easier to sleep in than my Garmin.

So that’s my current jam! I’m only about 8 weeks into all the supplements and am definitely sleeping better, recovering from workouts better and I would say generally nicer to be around (my team my debate that) so I’d say it's improving my stress levels. I’m intrigued to see how I feel at the 3 month mark, stand by for an update. I also fast until lunchtime each day, try to eat relatively well, get a min 7hrs sleep a night, and drink water with either collagen powder in it (I like this unflavoured one by Swiish), and dont drink much alcohol. I swear, I am still fun to be around..!

Input very welcome, and please, I’m by no means a medical professional - so see your doctor or specialist before you start any of this kind of stuff!

Coming up after the break: When reality TV stars war over vaccine hesitancy.

I feel like I need to start this blog with a disclaimer. That I am very firmly in support of vaccination. That I, myself, am fully vaccinated. 

And isn't it worrying these days that before we speak, we feel like we need to preface what we’re about to say for fear of being cancelled? For fear of our words being misconstrued, taken out of context, used as a weapon against us?

In the last 2 days I watched, almost in reality TV like fashion (the irony that these are both ex reality TV stars is not lost on me), as influencer/podcaster Abby Chatfield publicly ‘called out’ another influencer (Samuel Levi) for sharing a cryptic instagram post 'You don't need to be a conspiracy theorist to know that something ain't f**king right'. It was this slightly bizarre post that led Abby, and many of his followers, to interpret as his support for anti-vaxxers.

Like in all things social, the response was swift and severe. “I'm going to rip you to shreds on my podcast tomorrow…” Abbie began in her messages to Samuel, which she shared to her Instagram stories.

I’ve written in length about the fact that I believe the government could be doing more to utilise social media to drive vaccine adoption and help alay vaccine hesitancy. I'm firmly supportive of using people of influence - whether these be local community leaders, celebrities, medical professionals, ‘influencers’, or athletes, to help strategically and systematically disseminate content that moves us closer to our goal - a fully vaccinated Australia that can reopen, and start to rebuild our economy. 

But what I’m not in support of is public vilification. Of people using their profile or following to make others feel ‘less than’ or marginalised for having a different view. You know what doesn't bring people closer to the centre? Make them change their mind about something? Shame. Making them feel unsafe to share their concerns or questions. I think any expert on radicalisation of any kind, whether it be political, religious, or otherwise, will attest to that.

And we all know that the currency we pay for for social media being free, is our attention. Our data. And that unfortunately what that means is content that is shocking, sparks a reaction, performs and is served up to us by the algorithms as something that is ‘high performing’. Just open twitter and take a stroll through the streams of vitriol to get the endorphins pumping each morning.

I think we are also all coming to understand that the algorithms create ‘filter bubbles’ and hamper our ability to make balanced decisions. Filter bubbles create echo chambers. And a thriving democracy requires citizens to see things from one another’s point of view, but instead we’re more and more enclosed in our own self perpetuating bubble. It also requires a reliance on shared facts - yet we’re being offered parallel but separate universes. Don't get me started on the role of mainstream media, troll farms in all of this...

I believe inherently people are good, and that Abby’s actions came from a good, if slightly short sighted place. I'm sure, like many of us, she’s frustrated with another round of lockdowns. That she’s suffered lost commercial opportunities during this time, and the very real emotional toll of being seperated from friends, family, loved ones. I'm sure her goal was to stop the spread of disinformation about vaccines. Which is something I wholeheartedly support.

But as my mother always said to us growing up, “your mood should not dictate your manners”.

So, how can we help start a respectful dialogue with people who might be concerned about masking, or getting vaccinated?

Firstly, how about we tone down the outrage. I’ve written before about my concern about our shift to such an ‘angry’ state. It’s hard to listen or respond effectively when you’re seeing red & planning the way you’re going to ‘rip someone to shreds’ on the next day's podcast.

Secondly, try to make your criticisms constructive rather than carping. I'm a big fan of twitters new feature giving you a ‘nudge’ to reconsider if you’re about to share something toxic. What is going to move you closer to our goal of changed behaviour or opinion in this person? I can nearly guarantee you that belittling or derogatory criticism won't achieve it.

Thirdly, champion the good. When you find something on social media that you consider exemplary, be free with your praise. Let’s reward the good and factual reporting or content, not just seek to contribute to vitriol around the bad. 

I don't know how we got here, and I don't know how we will solve it permanently. But I know for sure, that losing our empathy isn't it.

Planning For Social Success: 5 Tips for Venturing into the Digital and Social World

With more Australian states extending lockdowns, it’s safe to say that at this point, the ability to pivot your marketing to a digital and social focus is less of a trend and more of a necessity. Without bricks and mortar and that face to face time with your customers, an innovative digital marketing strategy is going to be key to staying connected with your brands people. Would you believe me if I told you screen time estimates are now up around 13 hours a day for the average digital consumer

As someone with a screen time number I’m too embarrassed to share, I believe it. There are certainly drawbacks to spending too much time on our devices, but for brands it should be seen as an excellent opportunity to invest in creative, meaningful online marketing ideas, and creating a social community that translates to feet in stores (or clicks on pages, ‘rona dependent).

If this were an Instagram story, here’s where I’d say ‘swipe up for some ideas on how you can pivot-proof your brands social and online marketing’.

Leverage People Power

Influencer is not a dirty word. It’s a phrase that’s been tossed around a lot these days, but these social media masters are popular for a reason. Social media success is all about connection. Genuine relatability, and even aspirational admiration, are cornerstones of an influencers success. Merging that genuine connection with your product is a fantastic approach to building your online presence. Take Bailey Nelson for example – they are using influencers of all shapes and personalities across their campaigns to demonstrate how all kinds of folks can connect with their product. If you’re a bit lost on where to start, a good agency can help pair you with the perfect representative for your brand.

Don’t Be Afraid of Lo-Fi

A recent study showed that 70% of the time, people could tell if a social media image was posted by a brand instead of a consumer. Customers are not only craving authenticity – they’re savvy enough to know what it looks like. While there is a question of how lo-fi is too lo-fi, big brands have seen success from being bold enough to let content creators and influencers DYI content around their own homes. ASOS worked around lockdown by creating the ASOS Insiders program, getting customers and influencers to photograph themselves wearing product at home, and used it across the fashion popular site.

Know Your Platforms

Not all social media platforms are created equally. Each comes with it’s own audience and style, and a one-size-fits-all approach is not welcome here. While a 15-second bite of creativity works perfectly on an Instagram story, it probably won’t build you a community on LinkedIn. Do your research and think carefully about how your brands voice will best be represented across platforms. Once you know where you stand, don’t be afraid to be creative! Why not host a webinar? Create a private Facebook group for your digital community members? Know what works, and why.

The Gift of Gifting

Have you ever been scrolling through your mates Instagram feed or flicking past an influencers TikTok’s and spied an item you just had to have? From home wares to skin care – even to food! – the lives of others are often inadvertent influences on our own choices. Contra gifting is the acting of sending influencers or clients free goods in exchange for inclusion on their social feeds. For example, maybe you send a food blogger a box from your new, boutique meal kit business so they can show their audience what a genuine food lover thinks. Generally these clients and influencers are more than happy to receive quality goods from brands that they connect with. There’s that magic C word again – connection.

As Always, Be True to You

All these tips are for naught if your digital-social content does not align with your real-life brand. Pivoting your marketing to online and social platforms does not mean you need to abandon your brands identity or market. Create content that fits with your brand and key audience, offerings that your customers will truly connect with. Content that is not genuine defeats its purpose and will be overlooked by clever consumers. Know who you’re trying to reach, and why, and ensure your social and digital strategy is built with them at the centre.

Most importantly, know who your brand is and where they’re going. If your brand’s voice is goofy, go goofy! But if you’re a pillar of sleek sophistication, stay true to that voice, because the truest voices speak the loudest.

Top 5 Female founded startups to watch in 2021

One recent study found that female-led businesses generated 12% higher revenues annually, and another into female entrepreneurs & business owners observed that female-led startups were quicker to adapt and more solution-focused, and that women leaders were better at multitasking.

And since COVID has forced all companies to have to adapt, maybe 2021 is going to be the year female founders get their true recognition?

Here’s are some businesses with talented women at the helm that I think will deliver incredible things in the year ahead.

Blossom

I’m a passionate advocate for financial literacy and independence in women, and Blossom App is ALL about that. Officially launched by Gaby Rosenberg just one month ago, this hot new FinTech start-up helps Millennials (primarily targeting women) build and foster healthy savings habits. Through Blossom, you can make investments easily and safely,  even if you only have $1 to start with Not only can it help you be smarter with your savings, but it can help you set and hit your savings goals, with a very interactive interface that shows your flower growing (or ‘Blossoming’) over time as you save and earn more. Their aim is to help you earn a 3% p.a. return on your money, way more than you’d earn having it sit in a bank savings account, or under your mattress! The best bit? You don’t pay any fees until they pay you the 3% and they plant a tree when you first fund your account! As a majority female owned and run business, I can’t wait to see them GROW… Sign me up!

Petcloud

Founded by Deb Morrison, PetCloud  is like Airbnb, TripAdvisor or UBER for pets— offering a range of services including pet sitting, house-sitting, dog walking, doggy day care and pet taxis.

PetCloud CEO and founder Deb Morrison came up with the idea when she couldn’t find anyone to look after her dog while travelling for work. She sold her home to fund the launch of the site in 2015 and with RSPCA Queensland onboard as a partner, PetCloud has become one of Australia’s most trusted pet sitting platforms.

With pet ownership on the rise, spending is also up. Overall spending on pets in Australia has gone up every year since '94 and has grown 4.6% annually over the past 10 years, three times faster than overall consumer spending. Forecasts predict the global pet care market annual spend will reach A$465 billion by 2027 - a compound annual growth rate of 6%. Definitely one to watch!

Project Rokit

I had the pleasure of meeting the incredible sisters Lucy & Rosie Thomas at an event last year, and was floored by their passion, determination and understanding of the anti bullying space. Project Rokit is an interactive anti-bullying and youth leadership program that is run by young people for young people, with both in person and online events and initiatives. They’ve secured a $1m partnership with Facebook & Instagram as part of an initiative to reduce online bullying. But not to stop there, both Lucy & Rosie have been awarded OAM’s (order of Australia Medals) for their work in the anti bullying space. Fearless female founders doing something amazing for society? We’re all about that.

Plann App

This social media scheduling app has seen year on year growth since its launch, and stands out in the space by being completely bootstrapped by founder Christy Laurence. Not only is it one of the most affordable social scheduling tools in market (at only $7/month) but it has a raft of tools like analytics, image editing tools, and a partnership with Canva. Christy was also voted Businesswoman of the Year 2020 by CEO Today Magazine, so we think she knows a thing or two ;)

Adore Beauty

Now I might be biased as Adore do book a plethora of models from theright.fit, but it has been incredible to watch Kate Morris build and grow the Adore Beauty business, right through to their very successful IPO this year. Adore Beauty is now Australia’s number one pure play online beauty retailer, and an official stockist of over 260 leading beauty brands, and over 11,000 products! 

Beauty junkie Kate Morris founded the business at just 21 years old, from her Melbourne garage, with $12,000 she borrowed from her boyfriend’s parents - I bet they are very happy with their investment now! Kate has received many awards and accolades, and was inducted into the Australian Businesswomen’s Network Hall of Fame in 2015. We’re excited to see where to next with this business, especially with COVID bringing out the skin care addiction in all of us!

If you know any other fantastic female founders, pop their names & companies in the comments below.

Time hacks for busy entrepreneurs

What I’ve learned the hard way is that there is never enough time in the day when you’re an entrepreneur. There’s always a thousand competing priorities, opportunities for growth, fires to put out, and every hour means another dollar you cant afford to waste. So here’s some of the things I’ve learned that have helped me maximise my time for success.

Turn off the noise

Whatsapp, slack, email, intercom, Jira, phone calls, the list goes on and on of the ways your flow can be interrupted. Multitasking isn't effective. Allocate times to tasks, focus on them, and dont let inbound noise distract you. For example, I dont answer my phone at all during the day, and then return all my calls at once at 4.30pm. Generally I find most of these ‘urgent’ matters have resolved themselves in the meantime, and when Im making the call I’m prepared with the details of the client/job/project in front of me, instead of being on the back foot and not being able to add value, whilst having whatever I was working on interrupted. Small changes like this make all the difference to productivity.

Dont waste time price on comparison

Every single dollar in a start up is so damn precious. You have fought tooth and nail to either raise it from VC/angel investors or bootstrap by giving up SO many other things (like say eating out for the last year!). But the other incredibly precious commodity is time. So whilst you want the best deal on those laptops for your team, or your office stationery order, or your weekly office grocery shop, you also dont have time to go compare prices against every single online store to find them. Thankfully another brilliant entrepreneur has solved that problem with ShopFully app, which lets you find the best deals across a range of categories, and by places closest to you. Win on the time and money saving front!

Outsource, outsource, outsource

When I started my first business, I thought I had to do everything myself because I couldnt afford to have a book keeper, or a receptionist, or a content marketer. What I had to learn the hard way was that I was actually the blocker in the business, preventing us from growing. Instead of using my time and energy to do what I was best at (client relationships, sales, PR, management) I was wasting hours or tasks that could have been outsourced to an expert who could do it in half the time! So there is a very real opportunity cost to not spending on experts. And the great thing is you dont have to hire full timers while youre scaling. With platforms like Upwork, Expert360 and Freelancer you can hire ad hoc people on a project by project or short term basis. No excuses not to delegate now!

Train your brain to have a bias for action

If a job is going to take less than 2 min to do (send that invoice, reply to that email, send the meeting calendar note) then you should do it immediately, as the time it will take to schedule it, organise it later, and review it, would be longer than the time to actually do it. It helps you eliminate brain clutter, stop procrastination, and improve your productivity. Catch: it needs to related to what youre ACTUALLY doing at the time, not just something that pops into your head (like those dreaded whats app or slack alerts) and breaks your flow. A perfect example is scheduling time to check your email, and any email that can be replied to in under 2mins, you do straight away. It doesnt mean that every email that pops in all day that could be replied to in under 2 min, you stop what you are doing and reply to it. Very important difference!

I hope these tips and resources help you get more out of your day, so you have more time, energy and space to grow your business, and get on the front foot. Dont forget that even small changes have a big impact, so even implementing one of them will be a step in the right direction.

Entrepreneursh*t

Entrepreneurship is pretty glamorous for those who haven’t done it.

The shiny awards. “30 under 30”, the media write ups of the money raised, the new markets you've entered, the hard won partnerships you’ve secured. Jetting around the country and/or world for conferences, meetings, posting photos from airport lounges. Outsiders constantly telling you ‘Wow, you’re killing it!”. 

When did we fall into this trap of thinking entrepreneurship, founding a company, start ups, were somehow sexy? Were somehow anything other than gruelling, high risk, all consuming, irrational challenges that are statistically bound for failure:

• 90% of new startups fail.

• 75% of venture-backed startups fail.

• Under 50% of businesses make it to their fifth year.

• 33% of startups make it to the 10-year mark.

• Only 40% of startups actually turn a profit.

But somewhere between founding my first company (which I very much refer to as a small business, that was bootstrapped, and grew organically) and founding my second nearly 10yrs later (a true tech start up), culturally something changed. We went from having maybe the local chamber of commerce holding a get together for some of the local businesses to share ideas, to startup facebook groups in Australia alone with hundreds of thousands of members who are there to #hustle. 

And not that I think that's inherently a bad thing - it's great that there's more community, more connection, more support for business owners and founders than ever.

But when did we create this cult of entrepreneurship that seems completely detached from the reality of the experience?

Entrepreneurship means staring down the fear of the dwindling bank balance trying to prioritise what you can pay until your next funding round lands. It’s convincing your team to keep carrying big rocks uphill for your vision, when at night you stare into the abyss doubting your idea all together. It’s watching your competitor secure a major partnership, having a key staff member head hunted with a salary you could never possibly dream of matching, its the frosty look your partner gives you for being home late again from the office, being at dinner with your friends but not really being there because you’re consumed with how you’re going to ship your next product release on time… it's the tears, it's the isolation, it's the never ending sense of dread that no matter how hard you work, resources you apply, money you raise, motivational monday morning talks you give… it's likely not going to be enough to make your company one of the 10% that survive.

It’s knowing all of that, and doing it anyway.

It's knowing all of that, and not having a choice, because it's the way you’re wired. Entrepreneurs don't know any other way to be.

But let's please stop glamorising entrepreneurship. It’s so far from sexy it's not funny. I'm tempted to start an instagram page that really shows my life - 10hrs a day typing at my desk, interspersed with zoom meetings or meeting with people furiously trying to whiteboard out solutions. Lunch at desk, arrive in the dark, leave in the dark. I can see the likes streaming in now….

You know what we should celebrate? The rank and file, the advisors, the suppliers who make founders dreams come to life. That’s who deserves the kudos, the press, the kids saying “When I grow up I want to be….”. The CTO who turns down that high paying corporate gig to stay in your company cause she believes in you. The lawyer who works over the weekend to make sure your round gets closed on time. The accountant who meticulously digs through a years worth of costs to finish your R&D application. 

Being an employee is cool. Being an intra-preneur is cool. Being able to pay your mortgage and take 4 weeks annual leave is cool. Being able to take a sick day when you're sick is cool. Maintaining your physical and mental health is cool. 

So before you quit your day job, ask yourself, like the Bukowski quote, does your idea burns your soul with purpose and desire enough to be reduced to ashes by it? 

Because the odds say, you’re going to get burned…

Instagram vs Reality

Today I left the office early, because I couldn't keep it together in front of my staff any more. I needed to have a good old fashioned cry. My boyfriend and I had just broken up, I was mid trying to negotiate a big commercial deal. I was in a tense negotiation with a key staff member. I was in the throws of trying to get the wireframes for my new business, #gifted, ready for dev. And I was trying to get my sh*t together before hopping on a call with our cornerstone investor and chairman of my board at 4pm.

All I wanted, was to crawl under the doona, mourn the loss of my relationship, and wallow in the grief of that for a hot second.

My phone rang, and I answered it on autopilot. 

It was someone I’d met at a conference a few years ago, wanting to ask if his daughter could do work experience at one of my companies. I immediately went into the spiel ‘Sure, yep, send an email, I’ll connect you with someone on my team who can assist…’ trying to get this person off the phone as quickly as I could.

And then he said “I called you, because I want her to be exposed to strong, inspiring female role models and leaders. I want her to see what she can be”

Wow Taryn, how dare this person interrupt your pity party with their kind words and their desire to inspire the next generation?

He mentioned how we’d only met briefly at this conference, but he remembered my drive and hustle, and had been watching on via linked in and instagram and was so proud of all I had achieved. ‘Its great to see you killing it!’

If only he could see me at that moment. Puffy eyes from crying, riddled with anxiety about the negotiation, feeling totally out of my depth, exhausted and in truth, a bit lost.

The ultimate instagram vs reality moment. Dear god I am not capable of imparting wisdom on your 15 year old, I'm barely holding it together myself.

And I've spent the last few hours musing about that. That maybe, in fact, the best thing I could do for this man’s daughter was show her the absolute reality (OK, maybe minus some of the snotty tissues) of what it's really like navigating the world as a woman in business. That life isn't this linear line, study hard (tick, did that), get good grades (tick again), go to uni (tick), work hard (tick), work your way up through your career, fall in love, have a family, get promoted, take 4 weeks annual leave a year, get a dog, retire….

That it very much more looks like try stuff, win at some of it and suck at some of it. Skin your knees. Get your heart broken. Break hearts. Change careers. Navigate shifting friendships and competing priorities. Never feel sure of yourself. Have adventures. Have anxiety. Feel like your crushing it one minute, then being crushed by it the next. 

Maybe, maybe if she saw THAT instead of the glossy wins that her fathers sees of me online, maybe then she would truly be getting work.. Or world.. Experience.

Maybe if we were just all a little more vulnerable. A little more open. A little less filtered. And if the world allowed for that without it being a sign of weakness. Maybe then we’d help this next generation have less days of wondering why everyone else was ‘Killing it’ apart from them, and more days feeling like they were getting the exact rich, deep, experience of life we all get. 

So, here’s me trying to do just that. I look forward to welcoming you to your internship. BYO tissues.

Tempest in a teacup

ICYMI, a journalist from SBS ran a story about influencer marketing, and creating a fake profile on instagram, and her view that social media and influencer marketing is riddled with fraud and an unregulated and unsafe industry.

So what happened?

The journalised used real photos of herself, but bought 2,000 followers on top of her 900 real ones, and decided to try becoming an influencer. As part of her story, she created a profile on theright.fit as a blogger, influencer & talent, that despite our vetting, made it through as approved based on the very low total follower count, and high quality of her real photos and photogenic ability.

What’s the reality?

We have over 17,000 talent across models, actors, photographers, videographers, celebrities, makeup artists, stylists, MCs, artists, editors and over 11,000 clients in the marketplace, and over 16,000 transactions and over 14,000 5 star reviews of jobs complete. That’s a lot of people finding the perfect fit for their job, and having a great experience. That’s what gets me, and our team, up every single day to keep changing the way creative talent grow their careers.

Are there things we could do better? Of course. Ideally we’d meet or zoom every single person who applies to join our marketplace. But the reality of a global marketplace, growing at scale, just like Airbnb, Airtasker, or Upwork, the practicalities of that aren't possible. Which is why its so important in our marketplace that we provide transparency to both sides of the transaction on who they are engaging with, so they can make informed decisions on who to engage on any campaign, be it a modelling job, photographer booking, influencer campaign, or makeup artist job.

If you design a product or business to cater to the lowest common denominator - people who want to lie, cheat, or steal - you’ll never serve the needs of the 99.9% of people who are not this way inclined. We’d never get to have Uber, or have a business like Airbnb. And if you are afraid of failure and if you never take risks and if you never try to push the boundaries of what is possible — then you certainly will never succeed in break-through innovation, which is what I strive for in my businesses. 

So is influencer marketing full of sh#t?

No. The stats speak for themselves. The industry is on track to be worth $15B by 2022, 90% of brands report it to be effective,  and for every $1 invested you can expect a return of $18. 

It’s a very new industry that is constantly evolving, and why I am so passionate about educating both influencers and brands on how to best navigate this space. I think the fact that this talent didnt book any jobs shows that people do see the importance of looking at the analytics tools and are becoming more educated on the importance of understanding the complexities of the influencer space. I think it's a damn amazing marketing channel if done well, and I want to see the industry thrive and be treated with the same viability as more established channels like TV and OOH.

Do I wish she the journalist hadn’t written this piece? 

No, not at all, I think its really important that we have a vibrant free press in Australia. It’s an important part of a thriving democracy. Do I think it was the best use of taxpayer money to fund this for 6 months to learn that people can make fake profiles on instagram? Probably not. Do I think it’s a shame they didn't engage with instagram or facebook to really learn more about the space? Definitely. It was an interesting idea for a story, and with better execution I think could have really added value to viewers both as consumers and as marketers.

What does it mean for how theright.fit will work in future?

I believe in the inherent good of people. And thankfully, time after time, our community in theright.fit fit have proven that decision to be the right one. With over 16,000 successful bookings, thousands of hours of TV commercials shot, hundreds of makeup artists completing thousands of hours on set, untold numbers of models being booked to create a mind boggling number of images, the marketplace continues to thrive. We will continue to provide detailed analytics to each client on the followers of each influencer including their engagement rate, and any suspicious activity and engagement pod activity, so they can make informed decisions on who to work with. Because marketplaces are built on transparency and trust and we pride ourselves on that at theright.fit. 

What Next?

Back to work. It’s such a shame the journalist didn’t use this as an opportunity to sit down and learn about the complexities of the space and the opportunities for creators, brands and agencies. Unnecessary drama, but that’s startup life. Innovation and disruption isnt for everyone, but I believe it’s the only way to create real and lasting change.

Six tips to nail CX in 2021

In the last decade, we have seen more transformations in the way we do business than ever before. We live in a world that is increasingly connected through globalisation, and customers and businesses have adapted to this new digital era. The world is radically different, and these changes have created a new group that is of incredible importance to any business: the empowered customer. 

Why do these changes and this new customer matter? Because now, good customer experience (CX) is more important than ever. The way you think about customer experience has a profound impact on how you look at your business overall, and its success over time. In fact, Zendesk’s Customer Experience (CX) Trends Report 2021 found that 55% of Australian customers will spend more for a good online experience. This is just one reason why creating and obsessing over a great customer experience is so important.

Creating great customer experiences takes a proactive and company-wide approach, and so I’ve put together some learnings I’ve had over the years that have helped my businesses nail CX.

Respond with empathy

I'm not saying the customer is always right. We all know they’re not right all of the time, and as a customer I’ve been wrong plenty of times. But, that doesn't mean you can't be empathetic to their pain, as again, I’m sure you’ve been in their shoes before too. So before you respond to a customer who forgot to cancel their subscription and just sent an angry email saying they’ll give you a 1 star review in the Apple store... show some empathy. They’ve probably had a tough week with a sick toddler, and just got a whopping bill for electricity they weren't expecting. You’ll find starting any customer experience from a place of empathy will lead to a win for both parties.

Streamline processes where possible

Getting a lot of questions about the same thing? How can you bolster your responses to make the experience better for your customer and streamline workload for your CX team? Think about building FAQ sections, demo videos or downloadable templates or guides. Your customers and your CX team will thank you for it!

Make it seamless for the customer

If I’m making a customer service enquiry, I’m already feeling like I’m making the effort to come to you, the brand. So if you then direct me to a new platform/channel/process… I'm feeling twice as put out! Respond to the customer on the platform that they are on, that suits them, at a time and place that suits them. Don't have a generic auto response on your Instagram inbox that directs them to a generic email address. See point 1. Be empathetic. Make me feel like you care and meet me on my turf and on my terms. According to Zendesk’s report, businesses that interact with customers across these channels are more likely to provide better experiences, since customers expect fast, personalised support.

Integrate your support ecosystems

Given the multiple touch points I might have with your brand - social media, email, SMS, logged in to your platform, purchasing online, using your app - do your best to unite these ecosystems so I have the best CX possible. There’s nothing worse than spending 30 minutes on hold to find out the CX phone team doesn't have access to the most up-to-date information that has been sent to you via email, or can’t see the previous interaction you had with them via live chat. Customers don’t view sales, marketing, social and support as separate teams when they interact with your company, so neither should you. Invest in tools that put data in the hands of your teams so it’s easier to engage with customers and deliver a phenomenal experience.

Make it personal

With the tools available for personalisation these days, it adds so much value to my engagement with your brand if I feel like you’re really talking to ME. Use my name, provide me information that’s relevant to my use case or my location, get the timezone right when you call me and customise our interactions based on the data you have about me. It means you can give me a better experience, and will always leave me feeling like you really know me and care about my needs.

Embrace new tools

There are so many fantastic tools available to improve CX these days and help with the steps above. It doesn't have to mean building a huge call centre offshore anymore (in fact, it shouldn’t!). You can do product tours and demos using Loom, use artificial intelligence (AI) based live chat/ two-way responsive SMS tools like Livewire, or use tools like CallN’s cloud-based business intelligence application to distil call data into insights that will improve the experience you create. In fact, the data shows that high performing teams using Zendesk are twice as likely to use AI. So learn about the tools available and put them to your disposal to go from being a CX starter to CX champion.

Make 2021 the year you invest in really deeply getting to know your customers, and build a long term relationship with them - because we know improving the experience for your customers has been proven to increase retention, satisfaction and revenue.

But I paid an influencer to do a post. Why haven't I sold out of products?

I’m amazed how often I hear this, from really talented marketers who I know wouldn't ask the same question of other marketing channels. I know Influencer marketing is new, and needs demystification so we can all learn how to set expectations and measure ROI. We all want nothing more than to see great campaigns, that deliver results and are mutually beneficial for both the brand and the influencer/Key opinion leader, and to help brand understand and set expectations around these social campaigns.

Expecting 1 x post to sell out of your product is like running a TV ad, or radio spot, once, on one channel, one time slot, and expecting that to deliver results. It might happen, but it’s pretty unlikely, and I think any marketer would agree that running a TV ad once would be pretty inefficient and ineffective. Think of using influencers in the same way. You need a cohesive strategy that isnt ‘spray and pray’ or adhoc ‘I have some money left over this quarter, let’s get some influencers to do some posts’. 

So what should you consider in setting your strategy, and predicting ROI?

Where are you at in the marketing funnel?

Is it brand awareness? Are you a brand new brand, and hoping to make potential customers aware of who you are?

Is it interest and consideration phases? Are you using influencers to share more product information, aligning with them for positioning and for positive endorsement?

Is it the intent and evaluation phase? Are you using them to drive traffic to a landing page with more information on the product/service, using coupon/discount codes, or

Or is it retention & reactivation? Are people already familiar with your brand and products/services, and you want to use influencers to stay top of mind, build further loyalty, target inactive customers with retargeting campaigns using influencer content?

Is your website ready for an instagram campaign?

Have you set up a landing page to send the traffic to?

Is the mobile experience of your website fantastic? If your sending users there from social, you can expect them to be on mobile or tablet, so make sure you’ve checked on these devices.

Can customers easily check out on mobile? Can they enter card details, add items to card, and easily select their address and shipping options? Is it a 5 page form thats going to cause them to abandon, especially on mobile?

Have you set up UTM links for each influencer so you can check traffic that they drive to site?

Is your instagram ready for an influencer campaign?

Is the campaign landing page link in the bio of your instagram? And have you got tracking on this so you know what traffic is being driven to site from your instagram page?

Is your own instagram account up to date, with images and video of the product/service you are promoting, with shoppable links (if relevant for your product)?

Are your team or agency ready to answer any questions that come through via instagram comments or DM’s about the campaign? On Pricing, availability, shipping etc?

Is the rest of your marketing ready for an influencer campaign?

Do you have retargeting set up for customers who visit your website and social pages?

Do you have campaigns ready to move them through the funnel - retargeting them with discount codes, free shipping, testimonials, case studies etc?

Do you have other marketing campaigns running to support the influencer campaign (print, TVC, online, paid social)?

Have you allocated paid spend to boost each influencers post to reach more eyeballs than the organic reach, to maximise your investment?

Did you vet the influencer?

Did you check where their followers are based, age, gender, and engagement rate?

Did you look at their interests, content and see if it aligns with your brand and desired target audience? 

Did you check to see if they have worked with a competing brand recently? 

Have you checked their follower growth over time to make sure its authentic?

Did you set them up for success?

Did you provide them with a brief that included the mandatories, brand information, hashtags, key messages etc?

Have you ensured they set up the brand handshake/In Paid Partnership with feature on instagram, and have you approved their request in your instagram?

Did you approve the photo and caption before posting to ensure it meets your brand guidelines and tone of voice?

Did you reshare the content across your socials to drive further social proof?

What is the purchasing process for your product?

Is it a high ticket item like a mobile phone, that be unlikely to ‘click to buy’ in the first transaction?

Is it an item that people purchase infrequently like a bed mattress, that is going to have a longer sales cycle and more touch points before they make a purchase decision?

The stats speak for themselves:

54% of users on social media use it to research products

49% of consumers depend on influencer recommendations, 40% had purchased something after seeing it on Twitter, YouTube or Instagram.

According to a Tomoson study, businesses earn $6.50 for each dollar spent on influencers

22% of marketers say influencer marketing is the most cost-effective method of obtaining new customers

67% of marketers planning to increase their budgets in the next 12 months, particularly on Instagram

74% of consumers trust opinions they find on social media, including those from friends, families and influencers, to help them make the right decision about buying a product or service

Influencer marketing can be an incredible marketing channel if done strategically. If you want to learn more about how to run a campaign, get in touch today.

What did COVID teach you?

Lockdown bought up a lot of things for me. Physically, emotionally, and financially.

Trying to navigate 2 companies through a global pandemic, and subsequent recession, has certainly tested me. There’s been tears. Theres been many many a late night in the office (yes, I was fortunate enough because of the location and size of my office I could still safely work through). And there’s certainly been the existential life crisis thoughts at 2am of ‘what am I doing and how did I create this life for myself?!’

But it also gave me some space to think, and question some of the behaviour patterns that I’d long come to perform rote, without actually ever questioning if it was serving me. Stripped of the usual time on the hamster wheel that is a busy life, here’s some things I took away:

1. Quality over quantity: In lockdown, it really was only safe to see my nearest and dearest, and since my family live interstate, for me that meant my 4 closest friends. Normally I’ll have a jam packed week of events, parties, breakfast catch ups and after work wines, with a smattering of friends, acquaintances, potential suitors, and work connections. Removing these meant ‘doubling down’ on those really close friendships, having much more time to enjoy their company, and being much more aware of how f*cking blessed I am to have them. So ‘Quality over quantity ‘ - that mantra is now the rule I live by in my social life.

2. It’s OK to not be OK: I put my hand up really early in the sh*t show that was COVID lock down and reached out to my mentor to say ‘I am not coping so great right now. My anxiety is through the roof, I’m struggling to adapt to this change in routine personally, and I feel the weight of every single employees wellbeing on my shoulders..”. It’s not something I’m usually good at - admitting my frailties, my fears. I honestly don’t know how I would have got through it without having this person not only give me practical advice (like ‘You miss your workout routine? Hire a reformer, its not weather dependant so you can train every day”) to just checking in every 2-3 days for a ‘Hows your head?” update). It helped me learn that the only person I was punishing by not admitting when I was struggling was myself. So I’m learning (and its a work in progress) to ask for help and know that its OK to not always be #killingit personally and professionally.

3. Fitness is remarkably easy to lose: With my new found cycling at centennial hobby, and my pilates reformer taking over the front meeting room at the office, I was pretty sure I was nailing lockdown fitness. But the reality was, I definitely wasn’t pushing myself as hard as a trainer does (I still cannot fathom how I used to get through a 90min burn at Upcycle..), and I wasnt going to events and meetings, racing from A to B, burning calories and too busy to be snacking. Let’s just say covid gave me the chance to sample ALL the snacks. And wash them down with a giant glass of pinot.. Yes, i went on way more long walks than normal. Yes I exercised most days. But my first workouts back at the assortment of places I visit on Classpass nearly f*cking killed me. It made me appreciate how lucky I am to have access to these fitness experts/studios and how much I missed them in their absence. I’ll never snooze my alarm and miss a workout again…

4. My food habits were sh*thouse: After packing on the COVID kilos (funny how wearing yoga pants every day lulled me into a false sense of security, that my jeans definitely snapped me out of), I knew I needed a reset So I went all out (how unlike me) and kick started things with 12 day detox from Slim By Nature, banned the ‘desert every night’ habit I had picked up, and started getting a few of my meals for the week delivered. Cooking takes time, and it’s time I could be using more constructively. I’ve tried a few different options but I’ve just started using Macrobite and they’re definitely my favourite. I can’t do frozen meals, and find those vacuum sealed ones a little strange, but they actually deliver their meals fresh which removed my guilt about outsourcing my cooking. So now I have a good routine down pat which also makes me shudder at how many nights I just had champagne and deep fried finger food at an event for dinner.

5. Experts are invaluable: Watching the absolutely massacre of my companies’ revenue, the share market in turmoil, and the daily updates from the govt on new grants available, I relied heavily during COVID on my amazing CFO, book keeper, accountant, & personal financial planner. Their calm and rational advice, strategic actions and deep domain expertise saved me not only immeasurable money but the emotional sanity of knowing they had it all under control. In all honesty, they were roles that I generally didn’t think too much about in my day-to-day life. Now I’ve got all of their names tattoo’d on my forearm in a loveheart…. Kidding. But close.

As I write this, I’m wondering if its too soon to be saying ‘post COVID’. But I guess I need to find a way to delineate life before the ‘total lock down’ and this new ‘norm’ we find ourselves in. And I’m taking these learnings into the new world with me. Let’s hope it doesn’t take another global pandemic for me to learn this stuff…