The Fetch Blog

Curated reads and events for professionals

Event Review: KPI – Become a Key Person of Influence — February 10, 2013

Event Review: KPI – Become a Key Person of Influence

What: KPI event or an introduction to an entrepreneur growth accelerator designed to assist small businesses through a growth phase.
Over Heard: “There has never been a better time to be an entrepreneur. There are opportunities for everyone.”

Captivated audience
Captivated audience

Last Saturday, the KPI event kicked off 2013 with over 670 people attending the conference at NAIDA in spite of the rain… this big number shows how much people, are they owners of small businesses or entrepreneurs, are eager to learn more about how to make a difference in their industry or even to the world.

The KPI Accelerator programme presents itself like a recipe to follow in order to achieve success in your industry. The motto being to love what you do, to stay authentic and to be ready to spare no expense to make it real… sounds interesting, doesn’t it?

Let’s start the journey with Glen Carlson and Daniel Priestley, our hosts for the day. Glen has an impressive list of professional achievements and describes himself as a startup enthusiast and a fun hunter. Daniel is known for coining the phrase ‘Global Small Business’ and believes that an Entrepreneur Revolution is unfolding. He is  also the best-selling author of the book Key Person of Influence.

We are no longer in the Industrial Age; we are in the Ideas Economy and everything has changed.

Being a key person of influence means having a voice within the industry. Influence comes from being a visible, remarkable, credible and valuable person in the inner-circle of the industry you love. Back in the days, what made you a person of influence was the family you were born, the school you went to and a touch of luck. Today, we’re facing a critical change: we came from the Industrial Age to the Ideas Economy and with the development of technology and smart devices everyone has a factory in his pocket. The last five years have seen a huge shift and with no geographic barriers, more and more people are working for themselves and today, your soft skills are what makes the difference.

Let’s be back to the recipe or five-step methods to set you and your business apart:

KPI event 5 steps

1. You need a Perfect Pitch: it’s all about answering the “What do you do?” question. You may have a great product, service or idea but if you can’t communicate its values in a remarkable way, you’ll always struggle. Words have power: they can convey what you stand for or against. “Being able to describe what makes you or your product unique is key to your success. This is called the unique value proposition”, explained Ian Elliot.  Defining your niche can also help you to stand out from the crowd: it’s better to be famous in a small area than being all things to all people. Crafting your brand essence will ensure your business grow as an authentic expression of who you are: the brand essence is the core spirit behind your business. When you’re working on your elevator pitch, don’t forget the customer. Understand him: who is he? what does he want? need? expect? What are his rational, emotional and corporate needs? A satisfied customer is a worthless asset.

Consistency in little things and continuity across all your messages: they are things that matter.

2. You need to Publish your ideas: in the Ideas Economy, publishing positions you as an authority. Andrew Griffiths is Australia’s #1 small business author with 11 books sold in over 50 countries. As he said : “Before I wrote my first book, I was an idiot. After I published it, I was a genius”. Following the success of his first publication, Andrew decided to leverage the power of his book and wrote a second one, then a third… up to eleventh! This gave him a huge competitive advantage in his industry as being an author gives credibility. Andrew explained why publishing makes a difference:

  • It shows that you have information that is valuable to others
  • It sets you apart from other people in your chosen field
  • It also demonstrates that you have the discipline to complete a major project that requires structure and creativity
  • It also shows that you have convictions and are brave enough to back yourself

If you are unsure of your capacity of writing a book, you can start with your own blog, a website, some white papers or even Twitter. Publishing in your industry shows that you are a person to be consulted, engaged, listened to and sought for advice. But unlike Andrew whose business is writing books, you don’t have to write 11 books to get noticed.

There has never been a better time to publish with the new publishing landscape.

3. You need to Productise your values: time is money and as an entrepeneur, making the most of your time and making money is crucial. But regularly people get it wrong by sticking to the OOPS model: Only One Product/Service that makes them dependent in terms of brand, time and capital.To make money, you have to create value. Product and service don’t make money. The product eco-system can change that: for example, Steve Jobs decided to heavily promote the iPod which turned out to be a huge success. This was also the first key entrance for customers into Apple’s world. People were then ready to buy Mac computers. Defining the asset of your product is another way to increase your value: What is your asset? Is it said in your positioning? Can you develop your product or the scale of your product? Multiple products sold through multiple channels mean multiplying your value.

Income follows assets. Defining the assets of your product is what will allow you to earn money.

4. You need to raise your Profile: being good at what you do is no longer enough. You need to stand out and using social media is one of the best tactics to achieve it. In a world where everything can be Googled, you have to do your best to ensure the results that show up are positive and convincing enough to win the deal. Kylie Bartlett shared be sure that your pitch and message are replicated across all your social media; content is the new currency: write, publish, share and syndicate all your content across the web; don’t do social media without a strategy to transform leads into sales; pay attention to your digital footprint, be sure that there is coherence; enjoy social media as it allows you  to meet interesting people that could bring you new opportunities.

When your customers Google you, they want to see a video, updates, dowloads, community and dynamic information.

5. You need great Partnerships: Partnership creates wholesale value. The IRL (Illusion of Limited Resource) prevents you from doing what you want: you think you don’t have enough time or money or people. But there is an amazing network of partners out there ready to give you what you need. As Daniel Priestley said, “There is no such thing as a self-made millionaire”. The beauty of the partnership is that you don’t need to have all things, you partner with those who have what’s missing. Ideas are great but worthless in themselves; implementation is everything. Cathy Burke, the CEO of The Hunger Project in Australia came to explain how she mastered the art of mobilising key resources like time, money and knowledge via strategic joint ventures and partnerships. When she approaches CEOs, rather than saying that the aim of The Hunger Project is to put an end to the worldwide hunger, she explains that it seeks to empower people to resolve their hunger problem. And that changes everything. To explain the essence of the partnership, Cathy shared an african proverb:

If you want to go quick, go alone; if you want to go far, go together.

The KPI event was a great introduction to the 5-step method developed by Daniel Priestley to become the new Steve Jobs or new Larry and Sergey of your industry. Let’s conclude with few words: opportunity is nowhere = now here.

Kpi event

About our ambassador // Delphine Vuagnoux is a community ambassador for Sydney. She is passionate about innovation and social change. She does her best working at All Together Now and Medianet. You can find her on Twitter here: @delphinevuagnou.

Interview: Sydney Local, Scott Drummond — June 25, 2012

Interview: Sydney Local, Scott Drummond

This fortnight, our Community Ambassador, Annette Slunjski (GM of Lucidity Marketing Communications) chats to Scott Drummond about social interactions, creative ideas and how his young son’s successful blog inspired a photographic exhibition.

Name: Scott Drummond


Twitter handle: @scott_drummond


What are you working (work-work or play-work) on right now that makes you jump out of bed in the morning?
I’m always trying to work out new ways for brands and people to come together socially and make each other’s lives better, so that’s a great daily work-work/play-work challenge that I’m always up for!

How do you keep up with what’s happening?
I try to listen and look out for interesting happenings in all the usual online haunts, but to be honest most things come to me by way of people I know. The best recommendations always come from the friends I have – they are into all sorts of wonderful stuff and I’m always learning from them.

What is fastBREAK and who would get the most out of it?
fastBREAK is a series of monthly short breakfast talks produced by Vibewire, an innovative non-profit youth organisation whose mission is to help young people participate in the conversations that really matter. On the last Friday of every month 5 inspiring speakers speak for 5 minutes each in response to a monthly theme. There’s coffee and delicious breakfast supplied by the amazing Black Star Pastry in Newtown. fastBREAK is the perfect wake-up treat for the intellectually and creatively curious, ad it’s also a great place to meet fascinating people.

Which fastBREAK speaker was the most facinating?
Impossible for me to say – I’ve found so many of them fascinating for different reasons. I’m always hanging out for the next speakers. On Friday June 29 I’m really excited about our line-up: Lord Mayor Clover Moore is joined by Annalie Killian (Director of Innovation, AMP), Marita Cheng (2012 Young Australian of the Year and Robogals founder) and Luke Geary (Managing Partner, Salvos Legal and Salvos Legal Humanitarian). They’re all responding to the theme ‘Stuffed’ so I’m fascinated to see their different approaches.

What’s the most memorable creative idea you’ve awarded as part of the Awesome Foundation?
It would either have to be Physique, an 80s-inspired freestyle aerobics night that runs in Redfern weekly or Scott Brown’s project to build a sensory-feedback device for sensory stimulation between a young autistic child and her parent. Both projects are totally awesome for such different reasons.

Moving on the The {Tiny} Times (previously The Tiny Satorialist) – the blog where young Marshall (with some help from Mum Karla) photo blogs about his {tiny} world; what made The Tiny Satorialist gather such a strong following – enough to support the photographic exhibition?

[Enter Karla and Marshall, exit Scott]

Early on, put selected one of our posts for their “freshly pressed” homepage feature, which had a huge impact in terms of page impressions, exposure to the wordpress community and subscribers. This first bit of exposure is what also led to the great deal of press that has followed. I was lucky enough to chat with some people from the wordpress team this year at SXSW and their feedback was along the lines of: simplicity, consistency and original content is what attracts them to certain blogs. The {Tiny} Times has a very simple formula – photos and short captions with practical information about where we are and the clothes we are wearing. I post 3-4 times a week and use only my own photographs. And I love doing it – and love is contagious 🙂

What are you working (work-work or play-work) on right now that makes you jump out of bed in the morning?
Play-work projects are the real things that get me out of bed. Currently, I am knitting Marshall a purple Ziggy Stardust cardie and taking a photo after each row so I can turn it into an animated GIF, something like this.

How do you keep up with what’s happening?
I don’t really 😦 Conversations with different people in my industry (media) help me stay in touch with what is going on. I read sites like Colossal for creative inspiration, Wired to sit down for some good longer reads or good ol’ Mashable for the digital what’s what.

[Back to Scott]

Scott, what’s the coolest thing happening around community at the moment?
I think it’s exciting to see so many people getting off the couch and meeting up with like-minded people in person. I’m obviously an advocate of the power of digital technology to connect people, but I also think it’s great when those people are moved to meet up and create new opportunities together.

What is the one issue you are most passionate about?
How humans can connect with each other to build valuable relationships that help us to collectively address the most important challenges of our day.

What are some upcoming events you would recommend to the Fetch community?
It’s quite a long way off still, but I’m very excited about ISEA 2013.

About our Ambassador // After a long time in technology marketing and communications, Annette still loves the wonderful nerdiness and envelope pushing that is IT, especially the amazing things happening in the Australian startup scene. As GM of Lucidity, Annette helps tech companies tell the world about their goodness. Connect with Annette via @luciditymc

Interview: Melbourne local, Blake Hutchison — April 22, 2012

Interview: Melbourne local, Blake Hutchison

This month we interview the founder of Agenda City (formerly known as The Agenda Daily) Blake Hutchinson. As a fellow city-guide publisher, we were keen to find out his thoughts on the local community, how he got his start and what’s next.

Name: Blake Hutchison


Twitter handle: @agendacity

Works at: Founder, AgendaCity

What was your first job?

I suppose my first real and meaningful job was at Lonely Planet. I was the Business Development Associate. This meant licensing our travel guide content to websites and for use on other digital properties and platforms plus creating custom Lonely Planet guides. Lonely Planet was good to me. My first boss taught me a lot about the value of relationships and being commercially minded. Ultimately LP sent me to San Francisco where I learned a lot about everything I now know. Your first job and initial successes have a lot to do with who you become.

What’s the hardest challenge you’ve had to face work-wise?

Building AgendaCity off a zero base. All of my professional networks were back in the US so starting something fresh in Australia was difficult. Not to mention how quickly the environment has changed. Standing out for us comes down to quality… that’s been tough while others throw a couple of million dollars (or spend years) at getting the runs on the board. We’ve got to go quickly and continue to innovate. That’s what we’re doing.

Who do you think is doing cool stuff in our industries?

Still seems that a lot of the true innovations come out of the US. Gilt Groupe is a big influence for us. Also can’t go past the impact that companies like Pinterest and even Foodily are having. 

What is AgendaCity and how does it work?

It’s a sales and recommendations platform for top places and top experiences. Customers trust us for our first to market news on new bars, restaurants and things to do. That trust is reflected in the quality of sales we offer and the huge number of people buying from us.

Congrats on the round from Future Capital! How hard was it to secure investment in Australia?

In short, very hard. The market is small and crowded. Find an investor who you resonate with and will genuinely understand the opportunity.

What’s next for you and AgendaCity?

We just launched AgendaTables. It’s new and nobody else is doing it (though no doubt people will try). Tables is about offering our discerning members access to top restaurants at privileged pricing. Restaurants offer tables that they would typically not fill, we offer these to our members and they receive 30% off the bill. There’s no coupons and the reservation is guaranteed. It has launched in Melbourne with Sydney, Perth and Brisbane coming very shortly.

Interview: Brisbane Local, Ben Hamley — January 16, 2012

Interview: Brisbane Local, Ben Hamley

Brisbane curator Lani Pauli interviews Ben Hamely of Smart Artz.

Tell us more about the Smart Artz journey…

Smart Artz was founded by Graeme Wood ( He has developed and supported a number of creative initiatives and has a particular interest in giving young people more opportunities to participate in projects that affect their peers. Smart Artz workshops inspire creative intelligence by giving young people an opportunity to work on real world projects. Every project is developed for young people by young people. We facilitate workshops for secondary schools, universities and community groups in QLD and NSW during which we develop the concepts and ideas for all our projects.

Who do you think is doing cool stuff in our industries?

One of the coolest things I’ve seen recently (out of Brisbane, too) is Lee Crockford’s Future Postbox. It’s not a new concept, but the first time I’ve seen the idea get taken online. Essentially, you write your ‘future self’ a letter and Future Postbox will deliver it to you on your chosen date. Also this year; QUT’s first intake of producers-in-training will commence in the brand new triple-faculty Bachelors of Entertainment Industries degree. The first of its kind in Australia, and one of the first in the world to approach entertainment as a truly interdisciplinary area of the creative industries.

What was your first job?

My first ‘job’… or my first ‘real job’?

The first thing I ever got paid to do was DJ at parties and school discos, I was the ‘AV Geek’ at my school and I quickly discovered that a lot of the equipment hardly ever got used, lets just say I paid my own way through tuckshop for five years!

As for my first ‘real job’ – I originally trained as a lighting designer at uni, so my first ‘real job’ was as an assistant production manager for the Katarzyna group in Fortitude Valley. That involved being paid to go clubbing every weekend for about 4 years and looking after the lighting and sound systems for Family, Cloudland and the late Empire Hotel.

The problem is that I don’t really want to stay in one particular field for my entire career. I do really enjoy interdisciplinary work and as a result, I can never really be sure of where it will take me.

What’s the hardest challenge you’ve had to face work-wise?

Focus – with so many new projects, opportunities and people constantly flowing through the scene, its hard to not get swept away in ‘what might be’ and focus on ‘what is today’.

What’s the biggest opportunity and challenge for Brisbane to become a truly “Creative City”?

Brisbane already has a huge network of creative and talented young people. What we need is more support for projects that authentically ‘start’ with young people and are not simply ‘provided’ for young people. There is huge potential for Brisbane to become a leader in the way our next generation of workforce live and work. The Australian Government Suburban Jobs initiative is one to watch, there are some exciting proposals in the works looking at decentralising the way we work and investing in high-end suburban co-working spaces. In my vision of Brisbane as a creative city, there is no such thing as ‘work-life’ balance; that doesn’t mean work is your life – it means people feel passionately about the work they pursue and no longer need to conform to a 9-5, Monday to Friday grind.

What are some local upcoming events you recommend?

Smart Artz are hosting a series of public art and design workshops at Brisbane City Council’s Visible Ink space (Fortitude Valley) throughout February. Check out the event details on Facebook or at Visible Ink.

What’s next?

Throughout my work with Smart Artz I’ve done of lot of work investigating Creativity. This has led me into the mine-field of psychological and cognitive science studies on ‘how creativity works’. In one of my new projects for 2012 I will be experimenting with EEG (Electroencephalography) and interactive art to create a piece of work that will – literally – ‘make you think’. Keep an eye on Smart Artz and Ben Hamley for more information.

You can follow Ben on Twitter here.

Interview: Sydney Local, Bart Jellema — November 7, 2011

Interview: Sydney Local, Bart Jellema

Name: Bart Jellema


Twitter handle: @bartjellema

Works at: ZeroMail

the Fetch: Who do you think is doing cool stuff in our industries?

Bart: I think Facebook is still a company to watch closely. Their size and user base combined with the development speed faster then most startups allows for massive and rapid innovation. Locally I’m interested in OrionVM (excellent technology), Kogan (great marketing) and Startmate (applications have just opened and can’t wait to see what comes through).

What are some local upcoming startup events you would recommend?

I think it’s not so important which events you go to as long as you get to pitch over and over and over. Pitching and getting feedback from with different backgrounds and perspectives early on has been very valuable for me.

Where do you get your information from?

Mainly from other people, by chance. Also through some newsletters and mailing lists I’m on (Silicon Beach Google Group) and through Facebook.

What was your first job?

When I was 15 or so I worked as cleaner in my holidays and after school.

What’s the hardest challenge you’ve had to face work-wise?

Dealing with bad performing employees.

What are your thoughts on the future of the Australian startup scene?

It’s going places. Three years ago there hardly was a scene or community; it was very fragmented. This doesn’t mean there weren’t any startups, but the community we now have makes more people aware of the option of doing a startup. The ecosystem supporting startups has also grown a lot. We have successful incubators (like Startmate), lawyers and accountants focusing on startups, VCs from the US investing in Australian tech companies (Accel) and many startups moving to the Valley creating awareness there that Australia exists. With lower wages for programmers, etc, easier access to outsourcing (China, Philippines, India) and some good incentives (new R&D tax incentive) I think Australia is a very attractive place to startup. The next few years are going to be exciting.

What’s next?

ZeroMail. Since January I’ve been working full-time to fix email. We’re currently closing our seed funding from the Citrix Startup Accelerator. We have a fully functional web-based email client and a lot of cool features in the pipeline.

Other Sydney Local profiles:

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