Pistachio

Founder

Brand Chemistry

A weekly newsletter exploring how brands build trust and connect with their audience.

The Daily Aus

As the first growth, marketing or brand hire, and as part of the senior leadership team, I established foundational structures and strategies to ensure the business achieves sustainable long-term success.

Multi-channel Audience Growth
→ Grew newsletter audience by 5x.
→ Gained 140k Instagram followers.
→ Doubled TikTok audience to over 100k.
→ Podcast moved up 43 spots in the charts.

Special Projects
→ Managed the first brand refresh in TDA’s history from conceptualisation to rollout across all products.
→ Ran TDA's first ever OOH campaign for the 2023 Voice referendum.

Brand Development
→ Grew audience preference by 16% to become the most preferred news brand for young Australians.
→ 81% conversion from consideration to preference among the 18-24 year old target audience.
→ Awareness, consideration, investigation and usage all grew 8%.

Head of Growth

Mamamia

Brand Positioning
→ My team re-positioned and integrated the “MPlus” subscription offering into the master brand as the “Mamamia Subscription”.

Growth Hacking
→ Iterative testing of day-to-day subscription growth initiatives.
→ Held business units across both editorial and consumer revenue accountable to subscription targets.

Data & Analytics
→ Implemented reporting dashboards to surface insights at all levels of the business.
→ Restructured data warehouse to increase available data points and surface new insights.

Team Management
→ Managed a team of product managers and customer support agents, including recruitment, onboarding and career development.

Product Innovation
→ Ran ideation sessions and undertook user research to explore product opportunities that add value to the subscription offering.
→ Led research, design and development of the ‘Move by Mamamia’ app.

Innovation & Product Manager

Inastra

I co-founded Inastra to empower businesses to discover their own creativity. This included guiding the InterContinental Hotel Group through a reimagination of their operational structures to adapt and respond to the COVID-19 pandemic.

Co-Founder

batyr

I led the innovation function including the design and implementation of strategy, ideation and execution of collaborative initiatives, and development of strategic partnerships. This included launching projects such as OurHerd and the Young Innovators Award, managing a pipeline of concepts, and fostering an internal culture of innovation, while also serving as Secretary of the ‘Growth’ Board sub-committee.

Innovation Lead

Clipboard

After joining as the first employee, we achieved 8x customer growth in as many months through:
→ Sales pipeline management
→ Targeted case study campaigns
→ Guerilla marketing activations (which were incredibly fun!)

I also looked after product management, bridging the customer support and engineering teams to deliver better user experiences and introduce network effect features for product-led growth.

KPMG Australia

Over the course of my internship at KPMG I worked directly with the Design Thinking Partner to understand design thinking practices on a large scale, and then deliver a design thinking workshop to almost 300 participants.

Design Thinking Intern

Concio Group

I co-founded Concio Group to help teams in large organisations challenge their assumptions and draw upon interdisciplinary insights to overcome problems. This was a fantastic opportunity to utilise my understanding of innovation frameworks to deliver real-world value to a variety of organisations.

Hey 👋 I'm Isaac!

I’m a growth strategist and the founder of Pistachio, a GTM and brand-led growth partner for startups and scaleups. We help teams launch, scale and stand out by turning positioning into pipeline.

Most companies have strong products but fractured go-to-market efforts: sales, marketing and product aren’t aligned. The story isn’t clear. Growth depends too much on short-term tactics. That’s where we step in.

At Pistachio, we combine:
Brand strategy → defining your positioning, narrative, and messaging so you win trust and convert more buyers.
GTM blueprints → ICP definition, value prop, channels, packaging, sequencing.
Content systems → newsletters, CRM, LinkedIn and amplification to operationalise GTM and compound growth.
Growth ops → automation and reporting systems to scale without chaos.

Before founding Pistachio, I led growth at The Daily Aus (scaled to 180,000 subs in 10 months) and Mamamia (grew subscriptions to 30,000+ members and $170k+ MRR). Since then, I’ve worked with teams at BuzzFeed, Clay and many more to build GTM systems that turn brand trust into business results.

I also write Brand Chemistry, a newsletter about building trust and driving compounding growth.

🚀 Ready to align your story, GTM and growth engine? Let’s chat! check out my Featured section to get started.

Isaac Peiris

People always ask "How did you decide to start your own business?"
The truth is… I didn't.

I left my last job on a Friday.
Moved in with my partner on Saturday.
Then Monday morning, she left for work.

And I sat on the floor, surrounded by moving boxes thinking “well… now what the hell do I do?”

So I did what everyone does. Updated my CV, applied to job ads, reached out to people.

A few people started messaged me asking for help with projects, mostly with setting up and growing their newsletters.

I said yes for some income while looking for “a real job”

But two things hit me fast:

1. None of the jobs I was applying for excited me as much as the freelance projects I was doing.
2. I felt like I could do good work, but every job application felt like asking someone else for permission to do it.

Eventually, I figured what if I just gave myself permission?

I stopped the job hunt and started telling people I was available for freelance work.

The requests kept coming in. So I kept going.

Fast-forward to today…

Pistachio is a small but mighty team of 3.
Turns over more than double my previous salary.
We work with amazing clients from all over the world.

So to answer the question, I didn’t really decide to start my own business.

I never had any grand ambition to “be a founder”, I just followed what felt exciting and what people needed.

Now I’m scaling from there.

And I think that’s part of the reason it works.

P.S. yes I did a very very limited edition run of merch because I saw it on Etsy and got excited…

Founder of Pistachio | Build trust. Drive growth.

“Which newsletter platform should we use?”

It’s a question I get asked a LOT

10 times out of 10 my answer is beehiiv

We migrated to them while I was at The Daily Aus and hit 180k subs in 10 months.

Now I’m running Brand Chemistry on there and just passed 60k subs.

We’ve managed a bunch of client newsletters on the platform like BuzzFeed and The Imperfects.

We’re even migrating another client over at the moment.

I got early access to see what's coming next Thursday as part of beehiiv's winter release event and let me tell you, this thing somehow gets even better…

Now it’s a fully fledged, one-stop-shop platform for running a media business.

Huge props to Tyler Denk 🐝 and the team

Can’t wait for these updates to launch next week 🙌

Brand teams deserve better data, especially when the brand is the product.

That’s how Tony Clement described their approach to brand measurement at Movember and it stuck with me.

Most brand tracking is still stuck in “iceberg mode”.

You wait six months, get a deck that says “awareness shifted two percentage points” and the conversation ends there. You can't optimise with that. You can't make real decisions.

Tony's approach is to break it down by feature and attribute. Get granular. Get resolution.

Instead of just "awareness went up," you want to know:
→ Which brand attributes shifted?
→ Amongst which audience?
→ In which market?
→ What was in-market when that shift happened?

This is what changes the internal conversation.

Because now you're not arguing about whether brand "works", you're discussing which specific aspects are resonating with which audiences and why.

You'll probably never get to e-comm levels of attribution but you can get a lot closer than waiting a year and a half for two percentage points.

The goal is having better quality conversations internally about what's actually working.

And honestly, the hard part isn’t the tech. It’s getting leadership to apply the same measurement rigour to brand that they do to everything else.

Because if your brand is your product, vague metrics aren't just unhelpful, they're expensive guesswork.

How are you currently tracking brand impact beyond the surface-level stuff?

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I share brand strategy insights daily, follow for more.

Coca-Cola's Christmas ad is trending again.
And once more, AI is part of the story.

But the more interesting part is what hasn't changed at all.

Second year in a row they've used AI to remake their iconic red truck campaign.

Some people are calling for boycotts.
Others are defending it as innovation.

But here's what caught my attention in all this noise:

System1 tested the ad and gave it a 5.9 star spike rating.
(The maximum possible score for that metric)
It also hit 97% brand distinctiveness.

Meaning almost everyone instantly recognised it was Coca-Cola.

So there's this gap between online reactions and how the ad actually performs.

Which made me think about consistency and brand building.

Coca-Cola has been building the same festive world since 1930.

→ The red truck
→ Santa in that specific suit
→ The "Holidays Are Coming" music
→ That nostalgic feeling they've owned every December

95 years of showing up exactly the same way.

Because of that consistency the ad still works at a recognition level

(even when people debate how it was made)

That's the power of 95 years of consistency.

The emotion is already there. The associations are already built.

So Coca-Cola can experiment with production and the ad still does its job.

What people recognise isn't the method of production.
It's the feeling.

Makes you wonder if the debate is less about the technology and more about whether decades of consistency create enough brand equity to enable experimenting with execution.

Based on the data, seems like it does.

It's a reminder that marketing isn't just about execution.
It's about how people feel when they see it.

🎅🏼 What do you think of Coke's AI Christmas ad this year?

---

I share brand strategy insights daily, follow for more.

What’s new in growth and marketing this week?

Here’s your quick Friday catch-up so you’ve got something smart to drop in Monday’s meeting.

🤖 Agentic browsers are here and they’ll change everything about digital marketing.
👀 AI search is reshaping how brands get seen (and not everyone’s ready).
📣 Publishers are suddenly advertising… themselves.
👢 Ugg keeps turning comfort into culture.
🧱 LEGO showed us how community can be a billion-dollar moat.

👉 Swipe to catch up in under a minute.

This week in Growth & Marketing #2

Here’s what happened in growth and marketing this week.
A simple rundown of the main updates you should know.

📉 Many B2B leaders still see marketing as a contact-collecting function.
🔗 ChatGPT links get visibility, but very few clicks.
🤖 Reddit’s audience continues to grow across age groups.
📱 New social predictions outline specific changes coming in 2026.
🛍 Depop shows how status influences buying behaviour.

👉 Swipe to read the full breakdown.

Want the source links? Comment or DM and I’ll send them.

This week in growth & marketing #4

I get asked a lot about founder-led marketing.

Is it really effective?
Who’s doing it really well?
What kind of content actually works?

One of the best examples I’ve seen is Tyler Denk 🐝, CEO and co-founder at beehiiv.

I was going to write a whole deep dive on how his content, especially his newsletter Big Desk Energy, drives epic results for the business.

But I figured it’d be way better to hand over to Tyler himself to take you behind the scenes…

Article link in comments 👇

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I share brand strategy insights daily, follow for more.

Most brands rebrand when they're in trouble. When the numbers are sliding and they need to "do something"

Domino's did it during record growth.

Their CMO said it pretty clearly:
👉 "There's risk in doing anything. But there's a lot more risk in doing nothing"

They didn’t throw away what already worked. The logo stayed. The colours stayed. The whole pizza promise stayed. They just made everything bolder.

And the packaging?

They didn’t design it for shelves or delivery trucks. They designed it for social feeds. For that Friday night pizza shot everyone posts without being asked.

Because Domino’s understands something most brands still ignore: your customers are already making content with your product. The question is whether you’re designing with that in mind, or pretending it’s not happening.

The new packaging stops the scroll. And don’t even get me started on the jingle... Try saying “Domino’s” without doing the little “mmm” in the middle 👀 you literally can’t.

While other brands chase every new trend and end up losing what made them stand out, Domino's just made the most of what was already working.

Most of us wait until things start going wrong to refresh our brand or strategy. When growth slows down. When engagement drops.

But the best time to evolve is when you've still got momentum. When you can build from strength instead of scrambling from weakness.

So the question is what's one thing you could refresh right now, before you actually need to?

---

I share brand strategy insights daily, follow for more.

What happened in growth and marketing this week?

Here's your weekly breakdown so you've got something interesting to talk about.

🎥 Spotify is coming for YouTube’s video crown.
🤖 Grammarly rebrands to Superhuman and goes full agentic.
🎅 Coca-Cola’s AI holiday ad is… a choice.
👴 How brands can be old and new at the same time.
🐝 And beehiiv shows why building in public works.

👉 Swipe to catch up in under a minute.

Want links to the full articles?
Comment or DM and I’ll send them through.

This week in Growth & Marketing #3

Most people quit right before a breakthrough.

They’re zoomed so far into the data that they can’t see the bigger picture.

We obsess over every dip.
→ Zoom in on the graph and it looks like chaos.
→ Zoom out and it’s all just progression.

We treat short-term outcomes like they’re the whole story. We forget that noise isn’t the same as a real trend, and then we make big decisions based on what happened this week or this month.

I’ve seen teams throw out solid strategies because of one rough month.

I’ve also seen founders ignore real problems because the annual chart still goes up.

It’s always the same pattern.

Your worst stretch might actually teach you the most, but only if you step back far enough to see what’s really going on.

Before you change direction, give up, or double down, ask yourself:

Am I reacting to right now, or am I looking at the actual trend?
Is this real failure, or am I just in the messy middle?
Are we too zoomed out to see the small cracks?

The timeframe you pick changes how everything feels.

Don’t let a bad day or week convince you the growth isn’t coming. But don’t ignore the signs when something genuinely needs to change.

How do you decide when it’s time to persist vs. pivot?

3,000 people lined up for a Happy Meal.
Not for a discount or a celebrity appearance.
For collectible toys tied to a K-pop group.

McDonald's launched a TinyTAN Happy Meal ahead of BTS's 2026 return and hosted a three-day "Magic Meet-Up" in LA.

Here's what made it work:

𝟭) 𝗧𝗵𝗲𝘆 𝗿𝗼𝗱𝗲 𝗲𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗺𝗼𝗺𝗲𝗻𝘁𝘂𝗺

BTS is coming back after military service. Fans were already buzzing. McDonald's didn't manufacture the moment. They just showed up when it mattered.

𝟮) 𝗧𝗵𝗲𝘆 𝘀𝗼𝗹𝗱 𝗯𝗲𝗹𝗼𝗻𝗴𝗶𝗻𝗴, 𝗻𝗼𝘁 𝗯𝘂𝗿𝗴𝗲𝗿𝘀

The food didn't matter. What mattered was giving fans a space to connect, take photos, create content, and feel part of something again. The real product was community.

𝟯) 𝗧𝗵𝗲𝘆 𝗯𝗿𝗼𝘂𝗴𝗵𝘁 𝗶𝗻 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗵𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗰𝗮𝗿𝗲

The agency team included real BTS fans who'd worked on the 2021 BTS meal. That insider perspective changes everything. You can tell when people actually get it.

𝟰) 𝗧𝗵𝗲𝘆 𝘁𝗿𝗲𝗮𝘁𝗲𝗱 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗹𝗶𝗸𝗲 𝗮 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗺𝗲𝘁𝗿𝗶𝗰

McDonald's measured this like any other campaign: attendance, engagement, earned media, sentiment, post-event behavior. They're tracking KPIs tied to culture rather than keeping it as a “fun stunt”.

K-pop used to be a subculture. Now it's mainstream enough that Netflix's KPop Demon Hunters became a global hit. The people who showed up weren't all the same demographic. Fan communities don't look like they used to.

When brands join cultural moments authentically, those moments expand without losing what made them matter.

What other fandoms could brands tap into without forcing it?

Sell Anything

Sell Anything works with SaaS and tech-enabled companies at pivotal points in their business
growth to support leadership, enable new revenue outcomes, and drive scalable and repeatable
sales processes.

Tractor Ventures

We are grateful to be the preferred Sales Growth Partner at Tractor Ventures. 

To date, we have worked with three portfolio companies -> Cynch Security, Standard Ledger and Code Like a Girl, all in Fractional Sales Leadership capacities. 

Our partnership with Tractor means we provide workshops to the portfolio on Sales and provide services to Founders and businesses who require assistance in their sales motion.

Growth Partner 

Build Club

I have been working with Build Club since late 2023 as a Sales Mentor for Founders in Build Club and was awarded Top Mentor of Season 0. I am also the official Sales Partner and Mentor for the Build Club accelerator, supporting early-stage founders on the journey from $0-$1m. 

I am grateful for the opportunities to work with Annie and Build Club members learning a tonne and being challenged with new ways of thinking about technology, User experiences and ways of working. Build Club is truly the fastest moving community in Australia.

Sales Partner and Mentor (Season 0)

Startmate

Founder in SM20 Sydney cohort with Mint.
Investment received from Startmate and Blackbird.

Accelerator Sales Mentor & Alumni Accelerator Founder S20

ThincLab

Thinclab is an early stage accelerator supported by The University of Adelaide. Thinclab exists to provide a safe space for Founders to launch, break, pull apart and accelerate their businesses growth with backing and guidance from industry experts and seasoned Entrepreneurs.

I am an Alumni of Thinclab taking part in their feeder program echallenge in 2016 and then operating my tech company mint from the offices between 2017-2019. I was hired by the team in 2022 to provide coaching and workshops on sales to support founders growing their business from $0 - $1m+ in revenue.

Sales Mentor 

The Community Collective

The Community Collective is a community for

community builders. The Community Cohort is an 8-week online

program where community builders, operators & founders level up

to build impactful communities together around the world.

thecommunitycollective.co

Community Cohort #4

Lightning Products ⚡️

Lightning Products create beautiful products faster than traditional development at a fraction of the cost without a single line of code.

My role in the business is to advise, coach and work with the go-to-market team on sales.

Sales and Growth Advisor 

My role is to help great founders build great products that have an impact on the world. 
If you want to learn more about lightning product, no code or how to build your first product, let me know!

Growth Manager

VIIZR

I worked with VIIZR across Growth in a fractional capacity. My core focus was supercharging sales and proving out and rebuilding go-to-market strategy with the sales, digital growth and customer team. 

VIIZR backed by Ford Motor Company is for hardworking professionals in the skilled trades, Ford Pro™ means dependability. VIIZR™ is a high-quality jobsite and back office app that's easy to use.

Growth Manager 

Weploy

In this role my responsibilities are 
-Lead go to market team
-Represent customer interests with product/development team
-Assist in validation of features and product roadmap
-Co-lead Acquisition team 
-Coach CSM’s & Account Executives 
-Develop sales strategies for new product lines

I was promoted to Customer Experience Manager  of neat by weploy to rebuild our Customer Experience journey and onboarding. In this role my key achievements were 
-Designing and building onboarding infrastructure for scale
-Recruit, train and lead GTM team (3 x remote head count)
-Develop ICP segmentation, Market Mapping & Analysis
-Increase retention rate from 15% to 60% trial to closed deal 
-Onboard first 25+ trial customers

Customer Experience Manager

2nd hire in SaaS Start-up division 'neat' by Weploy. I was hired to validate their new product lines and build the first go to market team. 
I delivered: 
-100+ outbound calls a week on Average 
-4+ new demos a week on AVG
-The first 12 paying clients for new product line neat 
-Daily remote software demonstrations 
-Product feedback from prospects and clients

Account Executive 

Mint - Moments in time

Mint helps aged care providers communicate service quality and experience to their customers and families. Mint was put into zombie mode after aged care spending was paused in 2020 during covid. 
Currently Mint still generates $4k MRR. 

As the founder my key achievements were:
-Onboarding 4000+ users 
-Generating $250k+ rev in a single year 
-Identify and build sales funnel from scratch 
-Lead idea to MVP, market validation, design workshops, UX workshops, pre sale validation
-Built national team of 5 people 
-Raised 2 rounds of capital from Angel investors and Australia's leading early stage investment funds Blackbird Capital and Startmate

Founder 

I am Co-Founder of Sell Anything and have spent the last 8 years in b2b SaaS taking new products to market.

Sell Anything works with SaaS and tech-enabled companies at pivotal points in their business
growth to support leadership, enable new revenue outcomes, and drive scalable and repeatable
sales processes. 

Need help email me sean@sellanything.io

Before Sell Anything, I was a Growth Manager and account exec for new SaaS companies and built my own company Mymint in Aged Care, helping 4000+ families across Australia stay connected with a loved one in care.

If you want to see my key achievements to date, check out my highlights in my experience section below. 

Past Acheivments /Awards not listed 
-Startmate Accelerator alumni, participating in Australias leading technology accelerator (Jan - April 2020)
-South Australian Young Achiever of the year 2019 (May 2019)
-Slingshot x HCF accelerator program (Feb 2019)
-Speaker at LASA Congress on Aged Care startups (Oct 2018)
-Semi-Finalist winner of the South Australian Channel 9 young Achievers award of 2018
-Student Entrepreneur delegate to Tel Aviv, Israel (January 2018)
-Best pitch Hacker Exchange, Tel Aviv, Israel (January 2018)
 
My success is the result of all the help others have provided me and I hope to pay it forward.

Sean Grealy

We've kept this one quiet but we’re stoked to officially welcome Zachary King to the Sell Anything team.


Zac was the first person I met in 2022 doing stuff that sounded like what I wanted to do.

Connecting via linkedin comments, gif banter and client woes we quickly had regular whatsapp yarns and a few walking calls.

Trust is the most important thing when working with startups and scale ups, especially in their most crucial growth stages, there’s a rare few who have been there and done it, but Zac is one of them. 

His experience as a founder and sales leader is what lets him: 

- Build revenue systems
- AI and automation workflows
- Grow GTM teams
- Launch products and services across regions, including Australia, the US, SEA, Hong Kong, India, and South Korea.

No stranger to the ecosystem and a community builder at heart with the fractional exec community we are pumped to have ‘the king’ in the team.

If you don’t know Zac, connect and ‘woo’ him on in the comments. 

p.s. what's that thing they say about never having a clear photo with your mates? the blurr will have to do!

Roy Head

Sean Grealy 💰🪓

I help B2B founders scale sales from 🚀 $0 to $5M revenue. We’ve helped 1000+ Founders and Builders across Australia. Join Australia’s first B2B Startup Sales Accelerator for founders growing $0-$1m 👇

No alternative text description for this image

We’re building the no.1 place for startups to grow $0-$1m and founders want in! 


•Applications flowing 
•Strategy calls booked
•Payments being made 

If you are taking B2B sales seriously in 2026 we’ve got you covered. 

So amped this AM starting my day sharing these updates with the team. 

Ping me for more info 🙏

Sperm, Awards, and AI. 


I often get asked what a week in the life of working with Startups and Scale-ups looks like, so here's a recap of what's been happening across clients and the community. 

Firstly, congrats to all the ThincLab ThincSeed founders who just wrapped up their program with a phenomenal pitch night at the National Wine Centre in Adelaide. The calibre of the pitches was high high, well done Alex Cross Zrinka Tokic, Charlton Ortega and Sanja Hendrick.

It was epic to see Founders and friends like Stephen Blakeney, Katya Komarova and Evan Safiri ⚡️ flex their tech, mission and traction. 

Seeing Stephen pitch was really special. We realised the other day we've known each other for nearly a decade around the traps of health/med tech, and now he's revolutionising fertility with the team at Affinyx. 

^ Investors, keep your eye peeled on these founders.  


Congrats also to Varshaa Jalagam and Daxesh Vadgama, the founders of Packaroo, who won the award for "Most Investible Startup" at RMIT's Pitch Night. Packaroo continues to go from strength to strength and we love to see it. 


Whilst on the topic of Community wins and Health Tech, GP's are now getting closer to a single system thanks to the partnership of MediBetter and Astra Health AI. 

What this means for practices, thanks to, Kate Taudevin (Medibetter) and Gunjan Wadhwa (Astra Health AI) is: 
✨ Simple, easy-to-understand MBS interpretation
⏱ Faster, more confident billing at point-of-care
🔄 A seamless workflow from consult → documentation → billing

^ Bloody brilliant 


At VALAI the trophy and award cabinet is ready to break Allys Todd and David McDonough secured a spot in the prestigious 2025 AFR Fast Starters list, a testament to their dedication to electrifying and decarbonising Australian homes and businesses. 

Although no selfie of an IRL meet with Liv Whitty (next time), Oho has been building the A team adding GTM firepower and rolling out product updates continuing to keep our most vulnerable safe. 

Finally, the joy of seeing Dylan Chau and Zoya Khan perform at an elite level and come into their own over the last month, whilst Roy Head and I work with Foremind as fractional Sales Leaders, has been special. 

Beyond the fact Foremind is making a real impact in well-being, performance and reducing stigma of Mental health when teams need support, Joel Anderson, Katie Ling and Louise Thompson are leading the company strength to strength. 

Roy Head and I often reflect on a week and can't believe we get to see people do their lifes work and make impacts that literally brings life, saves lives and revolutionise industries.

Late to Lovable, early to weird ideas.

So I give you… the Matrix x Xbox, inspired Sales Accelerator website nobody asked for.


A few weeks ago i was peak burnout and all I wanted to do was build stuff. 

And build with the intention of it never seeing daylight, so I took loveable for a whirl. 

Built this matrix inspired site and as a I circulated the concept to a few mates, fate stepped in.

Camille from ThincLab walked past wearing a leather trench coat.

I borrowed it, hit record, and here’s the result.

If you want to enter the system… let me know because once you see how to grow Sales $0-$1m, there’s no going back.


p.s did you laugh, cringe, wonder why this is on your feed? 


p.p.s the funnest part of this was dialling in the green hues, floating 0 & 1’s as well as the green orby effect

For 3 years, we’ve have committed to travelling Australia and 'showing up' for customers, partners and people that inspire us. 


This year you'll find me repping Sell Anything at: 

Adelaide for University of Adelaide Australian eChallenge Awards Gala dinner (3 December)

Melbourne for Aussie Founders Club Xmas Party (4 December),

Sydney for Techstars Tech Central Sydney Accelerator Demo Day (8 December),

Perth for West Tech Fest (9-12 December)


Although I am not making it to the Gold Coast, sorry Jason Atkins and Kane Templeton, I gotta spread the love, the energy will be huge across all four events. 

Cheering on the next gen of founders at eChallenge, like myself a product of Uni ADL's world class entrep programs, thanks to Zrinka Tokic Manjula Dissanayake and Sabina Zeynalova's  hard work. 

Supporting Megan Luttrell 🤝 and AFC, a community we have got so much from and are stoked to be supporting live and direct in Melbourne. 

Getting my 'wooo' boy on at Techstars demo day. It's phenomenal to see what Christie Jenkins, Grace Kessels, Gwen Masonsong 🪴 have delivered in this cohort. 

This is one not to miss, especially as 🐶 Mitch Sigley, Nathan Croxton and Amy Stevens take to the stage 🔥 

And then yes, the 'Gaz and Grealz' (me and 🙌 Garry Williams) are back in WA for West Tech Fest and ready to embrace the wind, high tech yarns and most importantly the hospitality of the West alongside other regulars like Josh Garratt, JD Sheard and Josephine Tay who make the annual trip. 

If you've never been to West Tech Fest you have to make the trip happen. Kali Norman, Sarah Kahle and Danelle Cross curate something truly special from city to surf and everything in between. 

Gaz has also organised 'AFTER DARK' a storytelling event about 'HARD THINGS' bringing together tech founders and builders in spaces not often discussed - such as the taboo, sub-cultures, wild frontiers etc - and even just hard things about building businesses ft Renée Shaw


p.s. if you can't make WestTech but are in the goldy checkout Startmas, annual lawn bowls on December 10th run by TORUS  Wade Foxx 👱 


p.p.s 
that was a lot of words, where will I be seeing everyone?

Celebrating nearly 12 months partnered with Tara and the team at Firmable.


In a world of bloated tech stacks, having the right tools is paramount, and if you’ve worked with us, you already know Firmable is always in our playbook. 

Our founders use it to build clean lead lists, map their ICP, and actually talk to the right customers.

If you haven't had to work top of funnel in sales, let me clue you in on why firmable is so crucial. 

In 2021, taking a niche product to market in Australia, I was forced to use the world's worst lists, I called: 
- An akubra store
- Private defence line (oopsie) 
- Funeral homes 

But never our ideal customer, because for years, global tools have treated Australia like an afterthought. 

Firmable built something genuinely APAC-first - accurate, high-quality data that actually helps founders find their people.


Right now, they’ve got a double credits promo running via Tara’s post. 
Go jump on it.


And yes, if you’re joining our Feb Sales Accelerator cohort, you’ll be using Firmable as a key tool to map your top 200 next customers. 

It’s a game-changer.

p.s. we love an iconic blurry sxsw photo

In 2019 I was staring at our bank account with 4 weeks runway left, devastated. 


What to do? 

Shot gun spray the market? 
Pray for contract signing? 
Start raising? 
Fire people? 
Get a job? 

All I could think about was what I could have done differently 9-12 months earlier. 

How I would’ve moved faster. 

Dropped my ego and asked for help. 

Written out the unknowns and found the expert to help me solve them. 

The mistake I made like founders I speak to weekly is thinking I had time to workout it alone. 

Like I could be an expert in something thanks to Google search, free events and a few audio books while getting my reps in.

I was wrong. 

As a founder you either acquire the knowledge from an expert or bring an expert in to execute. 


Don’t think you’ve got time.  

Don’t wait until you have 1-3 months runway left. 

Give yourself space to get it right with the  correct knowledge. 

If you are a founder trying to find PMF and grow  $0-$1m with real B2B traction we’ve got your back. 

Our Feb Sales Accelerator is for you and built from our teams 30+ years B2B Sales experience.

We’ve made the mistakes so you don’t have to and our founders have gone on post program to: 
- raise $2m 
- Close $100k in new revenue 
- Make their first sales hire 

Beyond this photo being hilarious I chose it because it is the best example of a founders reality -> smiling for PR and photos whilst kicking as hard as you can to keep momentum under water. 

You don’t need to do it alone 🙏 


p.s we survived another 2 years because I got help, closed enterprise deals and that traction got us into Startmate

It's 33 degrees, rufus du sol sunset session plays in your head phones, a new application hits slack, Lovable notifies you've had 100 visitors to your new site and a stripe payment comes through... 

euphoria! 

and then, a brilliant marketing idea comes to life. 

record a scroll through of the new website founderledsales . io in front of the garden shed...

the result? 

a beautifully awkward reminder that not all ideas are good ones. 

Anyway, check out our new site I built in Loveable over the last few Friday nights to scratch that creative itch.  Hit 'visit website'.

“You flew over just for this?!!!” 


Me: “Bloody oath I did!”

24 hrs in MEL for Aussie Founders Club x mas party. 

A heap of fun seeing so many good humans and meeting new people, as well as virtual friends Thea Ngo Albert C. IRL!  

It’s been a weird year for many: 

Founder break ups
Funding wins 
Moats lost to fast moving scale ups 
Extremes of burnout and big health shifts 

The best part of the night was enjoying the shared growth of other leaders at the 3-5 year stage of their biz. 

Diving into the challenges at this stage and the path to take it to the next level. 

You can learn a lot from people 1-3 steps ahead and help others 1-3 steps earlier on the journey. 

More of this in 2026 and a huge congratulations to Megan Luttrell 🤝 who makes this all happen. Grateful for her energy and drive - both building some real 🙏

p.s too many people to tag but you are all special 

P.p.s I don’t think I’ll ever get sick of seeing the Sell Anything logo on a banner  

P. P.p.s officially in the commons health club funnel thanks to ⚡️⚡️Dave McManus⚡️⚡️ , what have you done to me mate 😂 $18 smoothies

When we say 'more than sales', we mean it.

A national community of founders from bootstrapped to pre-seed and seed stage. 

Weekly 3-hour AMA to discuss anything from CRM's to demo flows or live deal negotiations. 

Weekly workshops where you build your V1 Sales Playbook based on proven frameworks embedded in Aussie Scale-ups from Seed to Series A. 

An active community with people building a pipeline and sharing learnings. 

'Sales' is the word everyone associates with money in the bank. 

But really, 'sales' are an outcome of nailing early-stage commercialisation. 

You don't have to work it out alone, apply for our Feb cohort now: 
-Building with the right community
-Learn from 30+ years of B2B Sales experience
-Support from people who have scaled $0-$12m and exited

p.s. Don't take my word for it; see what some of the best founders and sellers I've worked with had to say Stef Cola Chris Rickard Zoya Khan 

p.p.s. Yes, these testimonials are printed out in the office for a daily dopamine boost

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