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Speaker 1: Welcome to the mentor. I'm Marke Boris.

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Speaker 2: Really I came to realize exactly as you say, for

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Speaker 2: that last couple of years, I was not the right

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Speaker 2: CEO to take it forward. I was the right CEO

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Speaker 2: to close out the transaction, but I was on a

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Speaker 2: plane three to three weeks of every month and it

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Speaker 2: was great, but I'd lost that connection. You know, I

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Speaker 2: had a thousand employees and I didn't know everyone's name,

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Speaker 2: I didn't know all their stories. I focused on my

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Speaker 2: team that I was directly responsible for, and I got

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Speaker 2: joy out of that. But it was certainly unsustainable and

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Speaker 2: there are different people that should run that bigger size

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Speaker 2: a business. And I was very happy to pass on

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Speaker 2: the business and don't have any regrets about not being

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Speaker 2: in it anymore.

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Speaker 1: Can you tell me through the story of how you

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Speaker 1: got involved. This was when it was valued at say,

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Speaker 1: fifteen million dollars. Just you know, what were the circumstances

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Speaker 1: by would you be came involved in Swiss?

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Speaker 2: Yeah, I kind of. I told you my backstory and

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Speaker 2: my father and so dad always had this kind of

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Speaker 2: and my mum's a medical scientist too, so she reads

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Speaker 2: people's blood and tells basically gave analytics to my father

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Speaker 2: on the nutrition that people had in their blood, and

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Speaker 2: that would help Dad prescribe various supplements, nutrition, meditation programs,

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Speaker 2: the whole thing to get the individual as healthy as

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Speaker 2: they possibly could be to deal with Western medic since

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Speaker 2: treatment program And so Dad had this whole league of

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Speaker 2: people that would follow him or be meant he'd mentor

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Speaker 2: or support, and a lot of those were entrepreneurs in

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Speaker 2: the industry, and one in particular was Michael Saba, who

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Speaker 2: I just saw today, which is amazing. On the flight down.

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Speaker 2: I hadn't seen him for years, and in typical Michael mode,

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Speaker 2: He's a shareholder of Pana Chocolate and gave me some

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Speaker 2: pan of chocolate and he was handing it out to

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Speaker 2: every hasty that he could see. And he's got his

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Speaker 2: Sabor Organic cleaning and fragrance range and he had that

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Speaker 2: as well, and he was handing out to everyone at

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Speaker 2: Easy Ultimate salesperson. So I learned a lot from Michael,

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Speaker 2: and Michael was running the Swiss business when I got

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Speaker 2: to know Michael, and that was through my father. He

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Speaker 2: was getting mentoring from my dad. His mum was unwell

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Speaker 2: and she wanted to get off HRT because she was

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Speaker 2: getting very side effects from the medication, and Dad recommended

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Speaker 2: a whole program to help her do that naturally, and

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Speaker 2: she had wonderful results. And forever they became friends, and

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Speaker 2: Dad would help him with his supplement formulations and give

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Speaker 2: advice on what he thought were the right dosages in

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Speaker 2: exchange for knowing that he could recommend his patients the

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Speaker 2: best possible product that would have the best result. And

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Speaker 2: you know, hence WI Swiss was a great product. Dad

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Speaker 2: did that out of the goodness of his heart. He's

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Speaker 2: an academic. He just loves doing what he did. And

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Speaker 2: so yeah, we struck up a friendship. And I was

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Speaker 2: at Village road Show. I'd kind of worked my way

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Speaker 2: up from the candy bar through various operational roles internationally,

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Speaker 2: locally treated my role as you know, I'm getting paid

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Speaker 2: to to learn about the basics of business while my

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Speaker 2: other mates are at university, which I was at university

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Speaker 2: as well. I had to pay for that. So we

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Speaker 2: may as we get paid to learn about the basics

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Speaker 2: of business and do this job properly part time and

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Speaker 2: work my way up through the ranks of that. And

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Speaker 2: so yeah, that just the timing was Michael was always

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Speaker 2: at me. You got to come and work with me.

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Speaker 2: It took a couple of years and we got to

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Speaker 2: know each other, and then you know, I saw there

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Speaker 2: was no future for me a village as a CEO

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Speaker 2: and the next sort of five years, so it was

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Speaker 2: time for me to look elsewhere. And health, because of

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Speaker 2: my father being a professor lectured to me all the time,

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Speaker 2: came to me very naturally, and I stepped across to

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Speaker 2: a business that required process and structure to grow. So

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Speaker 2: that was the beginning of my journey.

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Speaker 1: And just helped me out it. Why was it called Swiss.

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Speaker 2: Swiss Swiss with an AD and so it was basically

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Speaker 2: because we couldn't patent the word Swiss.

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Speaker 1: The why Swiss at.

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Speaker 2: All because there's a connotation of quality that comes with that,

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Speaker 2: and you have to be a premium which set us

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Speaker 2: apart from the others. We always had a premium price

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Speaker 2: put of around twenty percent higher than the average cost

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Speaker 2: in the category. But that meant we had to have

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Speaker 2: premium ingredients to deliver a better outcome, and so we

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Speaker 2: had the highest retention in the category of over seventy percent,

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Speaker 2: and so when people tried our product come back for it.

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Speaker 2: So the next step was to market. As you know, well,

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Speaker 2: if you've got a great product, you just got to

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Speaker 2: tell people about it, and we got on the front

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Speaker 2: foot about that.

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Speaker 1: So just I mean, I've always been intrigued about vitamin businesses.

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Speaker 1: Or it wasn't quite a suplement, there's more of vitamin

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Speaker 1: business with it. Yeah.

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Speaker 2: So it was vitamin's minerals and hoops.

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Speaker 1: Yeah, supplement and and of course I were for sailing.

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Speaker 1: A lot of the chemists been placed like love La pharmacies,

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Speaker 1: you could buy them. Did you make did Swiss make

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Speaker 1: the vitamins here in Australia and did they source from it?

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Speaker 1: Was there any play in terms of where you source

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Speaker 1: your ingredients from.

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Speaker 2: Yeah, so we made them here and and we'd sourced

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Speaker 2: just from the best possible places that we could source ingredients.

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Speaker 2: So for instance, vitamin B and vitamin C, you can

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Speaker 2: only source that from China. They've got a monopoly over

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Speaker 2: the market. It's a dirty product to make, so not

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Speaker 2: many people like making those ingredients. Whereas you know, your

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Speaker 2: your herbs generally come from India and then processed.

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Speaker 1: In Italy as in gin sing.

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Speaker 2: Yeah, that's right. Yeah, all your traditional aravatic herbs, and

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Speaker 2: then you know us is Cranberry. You know, there's sort

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Speaker 2: of places that they come from around the world, and

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Speaker 2: then you make the product locally and you know, and

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Speaker 2: then there's plenty of good manufacturers here. But we had

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Speaker 2: to make it in Switzerland, for instance, when we launched

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Speaker 2: in Switzerland, because we couldn't be called Swiss without being

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Speaker 2: made in Switzerland, so because it was deceptive. So and

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Speaker 2: same in Russia as well, So we launched in those places.

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Speaker 1: Manufacturing your global business.

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Speaker 2: Yeah, we did the biggest licensing deal that an Australian

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Speaker 2: company had done with Procter and Gamble and TeV they

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Speaker 2: had a health partnership and then we're also the biggest

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Speaker 2: natural health brand in China by the time we'd sold,

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Speaker 2: So the business was a beast. It was trailing to

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Speaker 2: me in a billion in sales, I should say. So

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Speaker 2: it was just just, yeah, a great business to be

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Speaker 2: involved with.

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Speaker 1: As I call it. It was a white plastic with

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Speaker 1: a red top top on top of is that right?

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Speaker 1: And a fairly it wasn't an overly it was an

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Speaker 1: overly highly decorated sort of what do you call it,

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Speaker 1: like labeling on it either.

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Speaker 2: Yeah, yeah, it was as basic as it could be.

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Speaker 2: You know that the tub was the cheapest tub you

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Speaker 2: could buy. We put everything we could into the ingredient.

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Speaker 2: We enhanced the tub as we went down the path,

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Speaker 2: and the labeling was very scientific and looked to just

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Speaker 2: pop off the shelves.

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Speaker 1: Yeah, yeah, no, totally. And as I there's a few

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Speaker 1: Aussie brands sort of around at the time, but not

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Speaker 1: probably not as well to me, not as well known

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Speaker 1: as Swiss, but one of the things I know as

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Speaker 1: best Swiss. It was pretty good at marketing. I mean,

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Speaker 1: you were pretty good at getting people to be your ambassadors.

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Speaker 1: So you had a recording Nicole Kidman as one of

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Speaker 1: your ambassadors in her early days. I mean this is

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Speaker 1: late what period were talking about it.

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Speaker 2: I came on in twenty would have been twenty eleven, right, so,

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Speaker 2: and then Ricky was our first ambassador, Ricky Ponting and

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Speaker 2: he would have been two thousand and seven. Yeah, two

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Speaker 2: years into my time.

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Speaker 1: And how do you go about finding those sorts of

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Speaker 1: people like I mean, were they probably not as famous

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Speaker 1: then as are now, or maybe Ricky would have been

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Speaker 1: in his prime.

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Speaker 2: Yeah, he was captain Australian career team and Nicole was

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Speaker 2: she was struggling a little bit in Australia, but her

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Speaker 2: credentials in the US, she's like royalty there, she's like

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Speaker 2: Lady die Is.

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Speaker 1: To us, she's you pick her.

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Speaker 2: But yeah, I think it was for that and also

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Speaker 2: we want to open up the Asian market, and she

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Speaker 2: was Jimmy chou Chanelle's face. Yeah, so big news Amiga

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Speaker 2: as well. So everywhere you'd go, you'd see a poster

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Speaker 2: and I just saw a big gap, you know when

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Speaker 2: you talk about supplements back in the day. And I'd

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Speaker 2: go to a party and I worked for Village Road

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Speaker 2: Show and I talk about the new movies we have

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Speaker 2: and want to talk to me and ask me questions

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Speaker 2: about the next premiere, and so the old center of

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Speaker 2: the attention. And then I'd get to these parties and

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Speaker 2: start at Swiss and I'd start, you know, where do

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Speaker 2: you work? And the barbecue conversation. As it goes, they

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Speaker 2: sort of respond Swiss, and they go, is that the embassy?

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Speaker 2: And I go, Brand's in trouble here? And then I'd

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Speaker 2: say vitamins and then they would want to change the

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Speaker 2: subject because I'd walk into two pharmacies and you know

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Speaker 2: it would be ibs that the marketing would be about

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Speaker 2: it'll be bound syndrome or you and retract infection. You know,

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Speaker 2: I'm going to really want to talk about that at

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Speaker 2: a barbecue. So it was all very science based or

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Speaker 2: too hippie based as well. And and I'd look over

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Speaker 2: to the perfume or the cosmetic sign as well, lit

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Speaker 2: up these beautiful faces projecting health and so forth. But

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Speaker 2: that's from the outside and beauty from the inside is

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Speaker 2: most important. So which turned it into a lifestyle brand,

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Speaker 2: and that lifestyle brand gave us permission to work, you know,

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Speaker 2: with personalities like Ricky first. And Ricky we started with

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Speaker 2: because we were a supplier of the Australian cricket.

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Speaker 1: Team into the supplements.

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Speaker 2: Yeah, so we would give them supplements each year, and

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Speaker 2: the dietician there was a big fan of what we're doing.

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Speaker 2: And so I knew Ricky was taking the product and

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Speaker 2: I could do a deal with the cricket team for

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Speaker 2: probably probably a third more of the price, or I

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Speaker 2: could go straight to Ricky and probably being more flexible

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Speaker 2: with what we could do. And I knew he was

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Speaker 2: taking the product, so it was just simply a call

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Speaker 2: to his manager and so hey, you're not in this category,

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Speaker 2: and not many sports people are. In fact, the only

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Speaker 2: one was Rob de Costello for Centrum, and that'd be

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Speaker 2: the occasional person at those parties that would say, yeah,

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Speaker 2: I'd take Centrum and as Rob de Costello and I'd

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Speaker 2: walk into pharmacists and say, wow, you've got so my

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Speaker 2: space for Centrum. You know it must get best margin.

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Speaker 2: They get no, no, no, it's the advertising on fifty two

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Speaker 2: weeks of the year. And they got Rob de Castella

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Speaker 2: there with a product in his hand and they were

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Speaker 2: taking less margin. But it was all about the ease

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Speaker 2: of selling it. And I went, oh, hang on, what

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Speaker 2: about our product? They go, well, it sells itself, we

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Speaker 2: don't have to sell it. And I was like, well,

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Speaker 2: what if we gave them the tools to sell it

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Speaker 2: and dial it up? And that started with Ricky and

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Speaker 2: then it carried on with probably three hundred different ambassadors.

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Speaker 2: Really yeah, yeah, of all different ages, personalities, sexes, the

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Speaker 2: whole lot and event based stuff that we would capture

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Speaker 2: people's attention and get them consider taking our product.

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Speaker 1: Because today we drop about influencers and by the way,

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Speaker 1: it's no different what's always happened to those people when

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Speaker 1: you just meet and influencers and they just happen on

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Speaker 1: a different medium, which in those days would have been television, newspaper,

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Speaker 1: radio or whatever. And posters. I guess you when you

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Speaker 1: pick an individual, do you pick it for the brand values?

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Speaker 1: I mean, like, so you know these days, obviously influencers

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Speaker 1: are just a very transactional thing and you want to

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Speaker 1: get just to put some influence out on the local,

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Speaker 1: especially micro influencers on their particular Instagram page or whatever happens

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Speaker 1: to be. But then did you pick your ambassadors to

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Speaker 1: take pointing? Did you set out your own the Swiss

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Speaker 1: values and the Ricky sits on suits all as particular

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Speaker 1: values that we stand for.

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Speaker 2: Yeah, our secret weapon was our culture, and our culture

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Speaker 2: was very values driven. Would make decisions by calling out

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Speaker 2: our values and they weren't just written on the wall,

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Speaker 2: and that would extend to our ambassadors the way it

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Speaker 2: presented ourselves to our customers, suppliers, everyone that was connected

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Speaker 2: in our world. They would have a strong sense of

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Speaker 2: that we were a values driven business. And so you

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Speaker 2: kind of like a track like as a result of

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Speaker 2: presenting that. And yeah, so you're dead right. The influencer

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Speaker 2: part you know with sa Nicole Kidman in the and

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Speaker 2: you know, we failed in the US with launching with her,

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Speaker 2: which was the primary reason why we went with her

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Speaker 2: and Alan DeGeneres at the time. But we knew that

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Speaker 2: doing this amount of advertising was going to work somewhere,

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Speaker 2: and it worked in Australia to a Chinese audience, and

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Speaker 2: we had one hundred and thirty thousand resellers of our product.

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Speaker 2: So talk about influencers. This was kind of in those

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Speaker 2: days where it's just starting out as kind of buying online,

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Speaker 2: and China took off with this kind of B to

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Speaker 2: B sales mechanism where you know, the Alley Barbers of

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Speaker 2: this world, the ten Cents of this world all had

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Speaker 2: consumer offerings that were more advanced or probably up to

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Speaker 2: where we can now see in Australia where you know,

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Speaker 2: all of a sudden, they'd see this Hollywood start And

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Speaker 2: it wasn't the actual people in China that were trying

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Speaker 2: because of her, it was the influencers that knew Nicole

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Speaker 2: Kimmen went we're going to try this product. They tried

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Speaker 2: it and they went, oh, this is great. They started

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Speaker 2: talking about how great the product was with authenticity, and

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Speaker 2: then it just took off like wildfire.

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Speaker 1: Then my point was I'm thinking about it, and don't

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Speaker 1: leave it to my age to start thinking about it.

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Speaker 1: Think about it now. And if you're insteaventy six eight,

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Speaker 1: you're forty eight, You've got another twenty on top of that. Perhaps,

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Speaker 1: But these things are given to us by somebody as

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Speaker 1: a gift. You've got to make sure you optimize every

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Speaker 1: single one of them and enjoy every single one of them.

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Speaker 1: And part of that is having a good strategy like sleep.

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Speaker 1: Sleep is part of the strategy for me, and I

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Speaker 1: haven't really up until more recently been thinking about and

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Speaker 1: trying to understand eight hours, seven hours, six hours interrupted sleep,

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Speaker 1: not interrupted sleep, write temperatures, and I think most astroylians

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Speaker 1: don't think that way. I think they know they should

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Speaker 1: have seven or eight hours, but they don't know about

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Speaker 1: deep sleep, ram sleep, temperature controls. And okay, let's get

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Speaker 1: into measurement, because if I've got to manage my sleep,

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Speaker 1: I can't manage what I can't measure. Owing can in business,

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Speaker 1: if you can't measure it, you can't manage it. So

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Speaker 1: if the business is right now, and I've got businesses,

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Speaker 1: but if the business of mark Boris is to live

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Speaker 1: longer and better or optimize. Then I've got to measure

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Speaker 1: it before I can manage it. And this is a

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Speaker 1: great this is a really important I can go to gym,

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Speaker 1: measure what weight lift's going to do my body weight?

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Speaker 1: Can I jump this high? And also stuff that stuff's easy.

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Speaker 1: But sleep is a bit is a bit mysterious. Is

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Speaker 1: that sort of where you guys are at taking the

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Speaker 1: mystery out by putting numbers around it.

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Speaker 2: We're thinking too their mansions.

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Speaker 3: On one side, we want to measure everything, but very

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Speaker 3: soon you will get to a point of so what right,

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Speaker 3: So okay, this is my percentage of deep sleep, this

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Speaker 3: is my percentage of RAM and this is main sleep quality.

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Speaker 2: It's not good and so what?

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Speaker 3: And so the big difference between us and all the

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Speaker 3: wearables is that then we take action for you and

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Speaker 3: we do things to improve sleep for you. And that

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Speaker 3: is the big difference. And that is also why we

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Speaker 3: don't see wearables as competitors for us. They are the

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Speaker 3: best thing that could be out there because they are

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Speaker 3: cheaper and they educate customers and then people start thinking,

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Speaker 3: oh wow, my sleep is not good. Now, how do

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Speaker 3: I improve it, and that is when a sleep comes in.

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Speaker 1: And that's a really good point because someone I'm off

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Speaker 1: a measurement, I'm off wearing wearables and or rings, et cetera.

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Speaker 1: And I get it. And some people are obsessed by

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Speaker 1: that stuff. But for me, one of the things I

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Speaker 1: said to somebody more recently, well, I know, if I've

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Speaker 1: had a bad sleep, I don't know a mean to

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Speaker 1: tell me or something else to tell me that I

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Speaker 1: had a shitty sleep last night, or I wake up

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Speaker 1: three times and you know, and I wake up feeling

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Speaker 1: pretty crap. What I think, what you're saying is that

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Speaker 1: you're doing something about it.

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Speaker 3: Correct, And that is the whole number one principle I

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Speaker 3: et sleep is the data is just the first step.

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Speaker 3: But what a sleep does is we seamlessly improve.

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Speaker 2: Sleep for you. We do the job for you. Is

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Speaker 2: actually one of our values. We do the job for you. Yeah.

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Speaker 1: So, like it's interesting, you said, so what relations to

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Speaker 1: the data? Maybe that's the problem you're solving. You're solving

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Speaker 1: the So what correct?

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Speaker 2: For me?

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Speaker 1: It was a problem. So what I know I didn't

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Speaker 1: sleep very.

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Speaker 3: Yeah, I can track all the sleep, but if my

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Speaker 3: sleep is crap, so what Yeah? And so actually we

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Speaker 3: have what we call a wall of love, so it

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Speaker 3: is a link to a web page whereas there is

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Speaker 3: plenty of people wearing Anora or a Whoop or other wearables,

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Speaker 3: so you're important to have which is important you have?

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Speaker 3: And they past the screenshot of their Aura Whoop and

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Speaker 3: Apple data before and after using our product, and that

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Speaker 3: is the best marketing ever because they had the score

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Speaker 3: of let's say sixty. Then they start using a sleep

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Speaker 3: and the score goes to eighty. Or they travel and

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Speaker 3: they measure their sleep when they're traveling, when they're back home,

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Speaker 3: and when they travel without the pod they get fifty

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Speaker 3: five and with the pod they go back to eighty.

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Speaker 3: And this is not our tracking, it's a third party

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Speaker 3: device tracking. But is the best of that tasting ever

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Speaker 3: because it's not a sleep telling you that we improve

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Speaker 3: your sleep? Is your a waarable telling you that you're improving.

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Speaker 1: Someone like me, I travel a lot. Is there a

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Speaker 1: period it going to be period of time in terms

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Speaker 1: of your plans where you can see yourself, say doing

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Speaker 1: a deal with I know one of the big hotel

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Speaker 1: groups high to say American one for whatever it is,

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Speaker 1: and where I can go and get they say, Mark,

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Speaker 1: if you come and stay at our hotel for an

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Speaker 1: extra fifty bucks a night or whatever it is, you

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Speaker 1: can use the aid sleep product on our beds, on

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Speaker 1: their beds.

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Speaker 2: Yeah, that thing.

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Speaker 4: Yeah, I mean it should be right, and I think

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Speaker 4: it should be these hotel groups that are thinking about it,

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Speaker 4: because you basically pete to go sleep somewhere else. So

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Speaker 4: it is the most important thing.

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Speaker 1: And that's when I sleep the worst. Yeah, when I'm

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Speaker 1: in a hotel room because it's got a conditioning. Generally speaking,

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Speaker 1: i walk in the room, I've either got turned there

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Speaker 1: because I hate the condition going at night. If it's

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Speaker 1: freezing gold outside, it's too hot and dry inside. If

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Speaker 1: it's boiling height outside freezing holding on the inside like

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Speaker 1: both which I don't don't enjoy. And and it's sort

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Speaker 1: of like a one size fits also in other words,

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Speaker 1: every room it's got the same temperature. And having an

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Speaker 1: eight sleep mattress, what do you call it?

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Speaker 2: Pod?

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Speaker 1: Is that we call it a pod an a sleep pod,

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Speaker 1: which is basically just a mattress covered with you some

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Speaker 1: tech around it, not basically, but that's what it is

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Speaker 1: that I don't don't people get confused, but that can

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Speaker 1: actually maintain what I wanted to do, and I could

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Speaker 1: just turn all the other ship off. And if I

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Speaker 1: knew there was a hotel group that did this specifically

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Speaker 1: in Australia, for example, when not travel interstate every month

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Speaker 1: every week, I would use those hotels.

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Speaker 3: I'll tell you two things you were like. The biggest

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Speaker 3: aha moment for our customers is the first time they travel,

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Speaker 3: because they get so used to it as I'm thinking, Yeah,

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Speaker 3: the first time they travel is when they've write us,

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Speaker 3: They've wrote to customer Support and say I didn't realize

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Speaker 3: how great they sleepy is until when they travel. The

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Speaker 3: most requested feature is the travel pod because they struggle

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Speaker 3: when they travel.

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Speaker 1: Is there a travel pod?

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Speaker 2: It is not yet?

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Speaker 1: Can you organize?

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Speaker 2: Yeah?

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Speaker 1: Like me, I would send it in advance. What would

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Speaker 1: be good is if I could buy another one and

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Speaker 1: I could say, listen, I always stay at this hotel

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Speaker 1: in Melbourne. Send it there and they can store for me.

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Speaker 1: Mister Boris is coming. I'm happy to pay for it,

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Speaker 1: put it on his bed.

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Speaker 2: But why not.

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Speaker 1: Yeah it sounds small, bright, but at the end of

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Speaker 1: the day, like it's good for business.

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Speaker 3: Yeah, if you are going there for business and we

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Speaker 3: can give you twenty percent more sharpness, no mental sharpness.

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Speaker 2: You need it.

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Speaker 5: So I have athletes that do that, so yeah, yeah, drivers, we.

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Speaker 3: Have a team. For some of them, we go and

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Speaker 3: we install it in all the races. For some of

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Speaker 3: our tennis players for the Grand Slam, we install them

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Speaker 3: the pod with tailor freeze. For the Olympics, we sent

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Speaker 3: one of our guy to install the pods so Taylor

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Speaker 3: could sleep on the party.

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Speaker 4: Actually had a custom sized pot because the beds in

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Speaker 4: the village were not a size that we make, and

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Speaker 4: so our team made a custom site spot for him

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Speaker 4: and a few other athletes and they took it into

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Speaker 4: the Olympic village and used it and then you know,

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Speaker 4: they win medals and that's amazing.

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Speaker 1: Well maybe it's funny, you know, because I was just

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Speaker 1: thinking media, thinking how do you develop your business? But

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Speaker 1: I was seeing in Australia there's a mob called Coola

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Speaker 1: Mattresses is like the mates of mine sort of set

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Speaker 1: up and they've sold this now private eqred own it,

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Speaker 1: but it doesn't matter. But they're really good because like

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Speaker 1: you ream up and you know, email them or go

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Speaker 1: online you can get the stuff delivered to you. Really quickly.

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Speaker 1: It's in a really easy box, not like a big

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Speaker 1: mattress or a delivered you. When you take about the box,

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Speaker 1: it sort of expands, it becomes a mattress and they're

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Speaker 1: pretty good price. But if you teamed up with someone

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Speaker 1: like that, you know, I go buy a Cola mattress

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Speaker 1: and I want to put it in my farm. We're

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Speaker 1: talking about Byron Bay earlier on before we're recording, and

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Speaker 1: I have a farm up there, like a little resort there,

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Speaker 1: and and I got all Coola mattresses every every room,

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Speaker 1: like fifteen rooms whatever we got there. And you know,

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Speaker 1: if I was given an option to put a sleep

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Speaker 1: on there, I would and say to a guess, you're

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Speaker 1: going to go to the best sleep of your life.

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Speaker 1: When you wake up in the morning, you're going to

439
00:21:03,400 --> 00:21:05,520
Speaker 1: feel refreshed, and you're going to enjoy the Barren Bay

440
00:21:05,880 --> 00:21:08,920
Speaker 1: weather and stand on the grass and you know, get

441
00:21:09,000 --> 00:21:11,879
Speaker 1: some minerals India system and you're going to come back

442
00:21:11,920 --> 00:21:16,919
Speaker 1: from your Barn Bay break like like Godzilla. You can

443
00:21:17,000 --> 00:21:20,080
Speaker 1: take on the world. I mean I would do that. Yeah,

444
00:21:20,200 --> 00:21:24,680
Speaker 1: maybe partnership with some of these mattress providers here in Australia,

445
00:21:24,800 --> 00:21:27,680
Speaker 1: because I reckon. That's fantastic. I mean, like and people,

446
00:21:28,040 --> 00:21:30,359
Speaker 1: I don't know what it is. Maybe I'm sure you know.

447
00:21:30,760 --> 00:21:35,000
Speaker 1: Why is it we take for granted our sleep? Why

448
00:21:35,160 --> 00:21:35,280
Speaker 1: is that?

449
00:21:35,760 --> 00:21:37,840
Speaker 3: Because I think there is this legacy of what you

450
00:21:37,920 --> 00:21:39,760
Speaker 3: were saying, right, you and I we grew up with

451
00:21:40,320 --> 00:21:45,520
Speaker 3: in this environment where sleeping or sleeping too much was weak. Well,

452
00:21:45,560 --> 00:21:49,840
Speaker 3: instead sleeping very little was strung was mcha. Well instead

453
00:21:49,880 --> 00:21:52,240
Speaker 3: this is completely different now, right when we go out

454
00:21:52,280 --> 00:21:54,479
Speaker 3: with our team, they don't drink at dinner, No one

455
00:21:54,680 --> 00:21:55,600
Speaker 3: orders a cockail.

456
00:21:55,640 --> 00:21:55,920
Speaker 2: We don't.

457
00:21:55,960 --> 00:21:57,120
Speaker 3: We don't drink either, right.

458
00:21:57,240 --> 00:21:59,680
Speaker 1: So now it is yeah, although I own a whiskey business,

459
00:21:59,760 --> 00:22:00,680
Speaker 1: which is Beig Christy.

460
00:22:01,640 --> 00:22:04,359
Speaker 3: And so now there is this completely and opposite thing

461
00:22:04,400 --> 00:22:06,520
Speaker 3: where if you're the CEO of a public company you

462
00:22:06,560 --> 00:22:08,680
Speaker 3: say that you sleep only four hours a night, it

463
00:22:08,760 --> 00:22:10,840
Speaker 3: looks like you're s CEO is not taking care of

464
00:22:11,200 --> 00:22:14,040
Speaker 3: himself and might die every any day.

465
00:22:14,119 --> 00:22:16,719
Speaker 1: Well, the insurance policy just went up on you, exactly right.

466
00:22:16,920 --> 00:22:19,280
Speaker 3: Well, instead, if you say, look, I don't drink because

467
00:22:19,280 --> 00:22:20,720
Speaker 3: it's CEO, and the imagine you're the SEO of a

468
00:22:20,760 --> 00:22:23,240
Speaker 3: public company, I don't drink. I go to the gym

469
00:22:23,320 --> 00:22:25,440
Speaker 3: and take care of myself and sleep eight hours every

470
00:22:25,480 --> 00:22:28,280
Speaker 3: single day. Then you look like, Okay, this guy is

471
00:22:29,119 --> 00:22:33,119
Speaker 3: sfe yeah every thing. He's the right person, he's in

472
00:22:33,200 --> 00:22:33,959
Speaker 3: the right mindset.

473
00:22:34,440 --> 00:22:37,359
Speaker 4: It's a business athlete, right. I think it's so common

474
00:22:37,480 --> 00:22:40,920
Speaker 4: for athletes that are practicing a sport to talk about

475
00:22:40,960 --> 00:22:43,159
Speaker 4: these things, and they're probably the first ones that started

476
00:22:43,160 --> 00:22:45,399
Speaker 4: talking about it years ago and how they invested in

477
00:22:45,440 --> 00:22:47,720
Speaker 4: all the products that they use and their routines and sleep.

478
00:22:48,280 --> 00:22:49,960
Speaker 4: But we don't realize that each one of us is

479
00:22:49,960 --> 00:22:53,760
Speaker 4: an everyday athlete. Obviously for people running business, it's very

480
00:22:53,840 --> 00:22:55,480
Speaker 4: clear now and there's a lot of conversation about it.

481
00:22:55,520 --> 00:22:57,760
Speaker 4: But every single person out there, you're an athlete, and

482
00:22:57,800 --> 00:22:59,480
Speaker 4: you get one body and you get one life, and

483
00:22:59,600 --> 00:23:02,000
Speaker 4: so why not treat it like you are an athlete

484
00:23:02,119 --> 00:23:03,440
Speaker 4: and taking care of it the same way.

485
00:23:03,680 --> 00:23:06,080
Speaker 1: So that sort of a little bit away from just

486
00:23:06,200 --> 00:23:10,080
Speaker 1: being a longevity discussion. It's more about today in a

487
00:23:10,160 --> 00:23:13,600
Speaker 1: transactional sense. Today you're going to perform a certain way.

488
00:23:13,880 --> 00:23:16,440
Speaker 3: And Jeff Bezos talks about that, and he there was

489
00:23:16,480 --> 00:23:18,720
Speaker 3: an interview where he says, look, I sleep eight hours

490
00:23:18,760 --> 00:23:20,720
Speaker 3: every single night because my job is to take the

491
00:23:21,400 --> 00:23:25,080
Speaker 3: two three ride decision every single day, and so I

492
00:23:25,240 --> 00:23:28,440
Speaker 3: need to be a peak mental performance and sleep is

493
00:23:28,680 --> 00:23:29,480
Speaker 3: foundational to that.

494
00:23:30,400 --> 00:23:33,720
Speaker 1: So in other words, we have business athletes as well

495
00:23:33,760 --> 00:23:35,879
Speaker 1: as someone who wants to live a long time or

496
00:23:36,800 --> 00:23:40,200
Speaker 1: optimize that period. While so I am leaving in terms

497
00:23:40,240 --> 00:23:41,159
Speaker 1: of being able to do as many things.

498
00:23:41,160 --> 00:23:43,880
Speaker 3: Suppose your favorite athlete who was living every night four

499
00:23:43,920 --> 00:23:50,520
Speaker 3: hours per night, you wouldn't think the NESCo. Any executive

500
00:23:50,640 --> 00:23:53,560
Speaker 3: at a company is a business athlete. They just use

501
00:23:53,600 --> 00:23:55,800
Speaker 3: their mind to express their performance.

502
00:23:56,040 --> 00:23:59,600
Speaker 1: So sleep fitness then is sort part of a mantra.

503
00:24:00,080 --> 00:24:03,199
Speaker 3: Yeah, it's all of our sleep performance. We improve your

504
00:24:03,240 --> 00:24:07,359
Speaker 3: sleep performance, so then you can use that performance to

505
00:24:07,480 --> 00:24:09,440
Speaker 3: achieve whatever you want to achieve in your personal and

506
00:24:09,520 --> 00:24:10,240
Speaker 3: professional life.

507
00:24:10,480 --> 00:24:14,879
Speaker 1: Well, I'm totally sold, and I'll bet I've got one anyway,

508
00:24:14,920 --> 00:24:17,960
Speaker 1: But I'm totally sold, and I look forward to sort

509
00:24:18,000 --> 00:24:19,879
Speaker 1: of giving you a bit of feedback on this stuff

510
00:24:19,880 --> 00:24:24,280
Speaker 1: because I have been one of those people who have

511
00:24:25,560 --> 00:24:28,360
Speaker 1: I understand more recently how important sleep is, but I've

512
00:24:28,400 --> 00:24:30,240
Speaker 1: been one of those people have taken sleep for granted

513
00:24:31,720 --> 00:24:34,440
Speaker 1: and therefore, and there's now time for me to be

514
00:24:34,440 --> 00:24:37,320
Speaker 1: a bit more responsible relative to myself and also all

515
00:24:37,400 --> 00:24:39,760
Speaker 1: my family and everybody else who relies upon me, my staff,

516
00:24:39,840 --> 00:24:43,320
Speaker 1: my shaholders everything else, and to some extent, I want

517
00:24:43,359 --> 00:24:45,000
Speaker 1: to sort of share with my audience too, because I

518
00:24:45,040 --> 00:24:47,440
Speaker 1: feel an obligation to share with my audience, because I

519
00:24:47,440 --> 00:24:51,560
Speaker 1: don't think Australians yet are as on board with importance

520
00:24:51,640 --> 00:24:55,760
Speaker 1: of high quality sleep, perhaps as your audience has been

521
00:24:56,000 --> 00:24:59,920
Speaker 1: in the part is currently and part of my game

522
00:25:00,160 --> 00:25:03,359
Speaker 1: is to bring interesting people on, like yourselves, who have

523
00:25:03,440 --> 00:25:06,040
Speaker 1: got a product that's there to solve a problem. The

524
00:25:06,119 --> 00:25:08,640
Speaker 1: problem gets solved, and my game is to play back

525
00:25:08,680 --> 00:25:10,520
Speaker 1: out and to the audience and tell them what this is,

526
00:25:10,560 --> 00:25:11,959
Speaker 1: what they should be doing, what they could be doing.

527
00:25:12,000 --> 00:25:13,680
Speaker 1: I white say what they should do, what they could do.

528
00:25:16,960 --> 00:25:19,920
Speaker 6: I don't want to be like every other fashion boutique.

529
00:25:20,720 --> 00:25:23,680
Speaker 6: I don't like our social media. It's not authentic. It's

530
00:25:24,000 --> 00:25:26,879
Speaker 6: size six girls, it's curated, it's pretty.

531
00:25:27,160 --> 00:25:29,159
Speaker 7: That's not who we are. That's not how I am.

532
00:25:29,480 --> 00:25:32,720
Speaker 6: I'm outspoken, I'm loud, I'm pretty rogue, and I want

533
00:25:32,800 --> 00:25:35,720
Speaker 6: that to translate on our social media. But it took

534
00:25:35,800 --> 00:25:38,359
Speaker 6: us like six months to kind of find our place

535
00:25:38,520 --> 00:25:41,920
Speaker 6: because you have to be careful in fashion. Everything is beautiful, curated,

536
00:25:42,320 --> 00:25:44,840
Speaker 6: driven by ego, and then I wanted to come out

537
00:25:44,880 --> 00:25:48,000
Speaker 6: and just be like rogue and loud and you know,

538
00:25:48,320 --> 00:25:51,440
Speaker 6: it's instagrammable, but instagrammable and catch people's attention in the

539
00:25:51,520 --> 00:25:54,360
Speaker 6: right way. I don't want people adding us for doing

540
00:25:54,440 --> 00:25:56,520
Speaker 6: things that are not in line with how they want

541
00:25:56,680 --> 00:25:59,399
Speaker 6: to see fashion. So we were trying all different things,

542
00:25:59,440 --> 00:26:01,680
Speaker 6: and then one day my friend who was working in

543
00:26:01,720 --> 00:26:03,720
Speaker 6: the business, so during COVID, we were coming to work

544
00:26:03,760 --> 00:26:05,879
Speaker 6: every day from nine to five, even in lockdown, so

545
00:26:06,000 --> 00:26:07,919
Speaker 6: that we could sell clothes, like go on the internet

546
00:26:07,920 --> 00:26:09,800
Speaker 6: and sell clothes. She came up to me and she said,

547
00:26:10,080 --> 00:26:12,200
Speaker 6: I want to do this thing where we both wear

548
00:26:12,240 --> 00:26:14,159
Speaker 6: the exact same thing. You're a size twelve, I'm a

549
00:26:14,240 --> 00:26:15,560
Speaker 6: size six, and I want to.

550
00:26:15,760 --> 00:26:16,960
Speaker 7: Talk about it on camera.

551
00:26:17,320 --> 00:26:19,720
Speaker 6: And I was like, I'll do it tomorrow, and she

552
00:26:19,800 --> 00:26:21,560
Speaker 6: was like, hey, tomorrow, we're doing it. So the next

553
00:26:21,600 --> 00:26:22,920
Speaker 6: day I got in, She's like, we're doing it today.

554
00:26:22,960 --> 00:26:25,960
Speaker 6: I've got the outfits. So we did this video and

555
00:26:26,000 --> 00:26:28,399
Speaker 6: then we started doing these videos every single day. And

556
00:26:30,080 --> 00:26:32,119
Speaker 6: so we do a video, so we wear this outfit

557
00:26:32,400 --> 00:26:33,960
Speaker 6: and I wear it and she wears the exact same

558
00:26:34,000 --> 00:26:39,360
Speaker 6: out or like these clothes like a Blaser. But during

559
00:26:39,400 --> 00:26:41,560
Speaker 6: that time, we'd wear maybe like a tracksuit set, and

560
00:26:41,600 --> 00:26:44,840
Speaker 6: it'd be the exact same outfit, style, the exact same right,

561
00:26:45,200 --> 00:26:47,080
Speaker 6: and showing how two different bodies can wear the same

562
00:26:47,080 --> 00:26:48,600
Speaker 6: outfit and look really good together.

563
00:26:48,960 --> 00:26:51,280
Speaker 7: And we'd say, hi, everyone, welcome to the same same

564
00:26:51,320 --> 00:26:52,119
Speaker 7: but different size.

565
00:26:52,359 --> 00:26:55,600
Speaker 6: Today we're showing you the Camilla Remark jumper, the Camilla

566
00:26:55,640 --> 00:26:57,520
Speaker 6: Remark tracksuit. I'm in a size twelve pants, I'm in

567
00:26:57,520 --> 00:26:59,680
Speaker 6: a size twelve jumper. I'm going to do Bondai de

568
00:26:59,720 --> 00:27:01,640
Speaker 6: Bonnie with my friends, and I'm going to stop at

569
00:27:02,040 --> 00:27:03,840
Speaker 6: ex cafe and buy a donut, and then I'm going

570
00:27:03,880 --> 00:27:06,320
Speaker 6: to go here and do this, and then there might

571
00:27:06,320 --> 00:27:08,119
Speaker 6: be another video and it's hey.

572
00:27:07,960 --> 00:27:11,160
Speaker 7: Everyone, welcome to them some a different size. Today. I'm

573
00:27:11,160 --> 00:27:11,840
Speaker 7: out of Lockdown.

574
00:27:11,960 --> 00:27:14,920
Speaker 6: I'm at Mateo, I've ordered Tommy's margarita, I'm wearing my

575
00:27:15,040 --> 00:27:20,119
Speaker 6: Rebecca Lance dress, and I'm in order a prestrudo pizza.

576
00:27:20,400 --> 00:27:23,200
Speaker 6: And we were getting people excited for like life and

577
00:27:23,280 --> 00:27:25,040
Speaker 6: the life that was to come, because eventually we were

578
00:27:25,080 --> 00:27:27,359
Speaker 6: going to be out of lockdown. So we're making these

579
00:27:27,440 --> 00:27:30,320
Speaker 6: videos every day, but also we were going pretty st crazy,

580
00:27:30,359 --> 00:27:32,520
Speaker 6: like it's the middle of Lockdown. So we're being funny

581
00:27:32,800 --> 00:27:35,960
Speaker 6: and lighthearted and we're telling people about our day on

582
00:27:36,040 --> 00:27:36,520
Speaker 6: the internet.

583
00:27:36,920 --> 00:27:38,600
Speaker 1: Did you work out that that's what people wanted to hear?

584
00:27:38,760 --> 00:27:42,080
Speaker 6: Yes, because instantly we were getting messages, I'm at home,

585
00:27:42,160 --> 00:27:45,240
Speaker 6: I'm having the worst time. My mum's in hospital, I

586
00:27:45,320 --> 00:27:49,040
Speaker 6: can't see her, and you've brightened my day. The next

587
00:27:49,119 --> 00:27:53,720
Speaker 6: day we're receiving like cakes, boards of fruit. They're calling

588
00:27:53,760 --> 00:27:55,720
Speaker 6: our local cafe and ordering our coffee and paying for

589
00:27:55,840 --> 00:27:57,960
Speaker 6: it for us. Like we could tell straight away that

590
00:27:58,000 --> 00:27:59,560
Speaker 6: we were making women amzing.

591
00:28:00,480 --> 00:28:00,680
Speaker 8: Yeah.

592
00:28:00,680 --> 00:28:03,840
Speaker 6: Absolutely, yes. And then we were going live. So every Thursday,

593
00:28:04,080 --> 00:28:06,000
Speaker 6: Hey everyone, on Thursday, we're going to go live at

594
00:28:06,960 --> 00:28:09,680
Speaker 6: twelve o'clock and we are going to play a game.

595
00:28:10,119 --> 00:28:12,160
Speaker 6: And all these people would come live and like play

596
00:28:12,240 --> 00:28:14,040
Speaker 6: this game. We were in the shop and we'd have

597
00:28:14,119 --> 00:28:18,080
Speaker 6: to like pick an outfit. Ella would say, oh, I'm

598
00:28:18,119 --> 00:28:19,879
Speaker 6: going to be going on a date to Icebergs. When

599
00:28:19,880 --> 00:28:21,679
Speaker 6: we get ou've lockdown, I have to quickly find her

600
00:28:21,840 --> 00:28:23,200
Speaker 6: like cool outfit and style her in it.

601
00:28:23,560 --> 00:28:24,960
Speaker 1: And catching on.

602
00:28:26,560 --> 00:28:31,119
Speaker 7: Really a lot up and during that time, Yeah, so

603
00:28:31,280 --> 00:28:33,000
Speaker 7: that was that was catching on.

604
00:28:33,080 --> 00:28:37,639
Speaker 6: And then when we reopened in October in twenty twenty

605
00:28:38,000 --> 00:28:39,600
Speaker 6: two twenty one.

606
00:28:39,840 --> 00:28:41,160
Speaker 7: In twenty twenty one, we.

607
00:28:41,280 --> 00:28:44,160
Speaker 6: Reopened, We renovated our store, we reopened with a new

608
00:28:44,240 --> 00:28:46,960
Speaker 6: brand mix, and we reopened with this new social strategy

609
00:28:47,280 --> 00:28:49,160
Speaker 6: and people were literally flocking in to come and meet

610
00:28:49,160 --> 00:28:49,760
Speaker 6: the girls behind the.

611
00:28:49,760 --> 00:28:52,600
Speaker 1: Same same but different size, the same same but different size.

612
00:28:52,760 --> 00:28:55,800
Speaker 1: That was a handle yep on Instagram and everywhere else.

613
00:28:56,320 --> 00:28:58,200
Speaker 7: We just kept talking about it, and it would be

614
00:28:58,280 --> 00:28:59,080
Speaker 7: like over the top of our.

615
00:28:59,080 --> 00:29:01,680
Speaker 6: Videos that we would po hashtag same same yeah yeah

616
00:29:01,720 --> 00:29:03,000
Speaker 6: exactly to chalk Instagram.

617
00:29:03,360 --> 00:29:06,960
Speaker 1: So you did TikTok and it was going anywhere else.

618
00:29:07,560 --> 00:29:08,560
Speaker 7: No TikTok and Instagram.

619
00:29:08,680 --> 00:29:11,120
Speaker 1: You didn't worry about Facebook and stuff like that. No, no, no, okay,

620
00:29:11,320 --> 00:29:14,240
Speaker 1: And how did you work out who the protocols so

621
00:29:14,400 --> 00:29:17,680
Speaker 1: the platforms usually go on to based on did you

622
00:29:17,760 --> 00:29:20,760
Speaker 1: do any research around the audiences your audiences or did

623
00:29:20,800 --> 00:29:22,240
Speaker 1: that just just let it grow naturally.

624
00:29:22,480 --> 00:29:23,360
Speaker 7: We let it grow naturally.

625
00:29:23,600 --> 00:29:25,640
Speaker 1: And so you saw the audience growing and you thought,

626
00:29:25,680 --> 00:29:28,480
Speaker 1: well that they are TikTok audiences and their Instagram audiences,

627
00:29:29,000 --> 00:29:31,840
Speaker 1: and that you did what did you do in terms

628
00:29:31,880 --> 00:29:34,800
Speaker 1: of analytics? It was your husband involved with this stage analytics, so.

629
00:29:34,840 --> 00:29:36,360
Speaker 7: He was doing all of our ads.

630
00:29:36,760 --> 00:29:39,160
Speaker 6: At the time, we didn't have anyone doing ads, and

631
00:29:39,200 --> 00:29:40,760
Speaker 6: he went and launched it from one of his friends

632
00:29:40,800 --> 00:29:42,400
Speaker 6: and he was pushing all the ads out of the

633
00:29:42,440 --> 00:29:45,080
Speaker 6: same same with different size and they were going crazy.

634
00:29:45,200 --> 00:29:46,120
Speaker 7: So we knew it was working.

635
00:29:46,400 --> 00:29:49,560
Speaker 1: Yeah, so and so, how much of this was about,

636
00:29:49,680 --> 00:29:52,640
Speaker 1: you know, being Lea and a friend being their authentic selves?

637
00:29:52,720 --> 00:29:54,520
Speaker 1: Like what was what was it that was working?

638
00:29:54,920 --> 00:29:57,400
Speaker 7: It was being our authentic selves. Honestly, that's what it was.

639
00:29:57,480 --> 00:30:01,280
Speaker 6: Because when so she eventually left, say eight months after

640
00:30:01,360 --> 00:30:04,959
Speaker 6: we reopened, she left to go overseas for an extended

641
00:30:04,960 --> 00:30:09,800
Speaker 6: period of time. And when she resigned, I was like,

642
00:30:09,920 --> 00:30:11,600
Speaker 6: we have to close the shop because I can't do

643
00:30:11,720 --> 00:30:12,520
Speaker 6: that with anyone else.

644
00:30:12,720 --> 00:30:14,720
Speaker 7: She's the only person I can do that with. I

645
00:30:14,800 --> 00:30:16,000
Speaker 7: can't do this without her.

646
00:30:16,840 --> 00:30:19,239
Speaker 6: It ended up that the girl that was filming us

647
00:30:19,600 --> 00:30:21,480
Speaker 6: for the last eight months, because then it ended up

648
00:30:21,520 --> 00:30:23,560
Speaker 6: that someone was filming us instead of us filming ourselves,

649
00:30:24,400 --> 00:30:28,600
Speaker 6: she was She had listened to us for eight months

650
00:30:28,640 --> 00:30:30,680
Speaker 6: every day, so she just jumped into that position someone

651
00:30:30,680 --> 00:30:32,240
Speaker 6: else is filming and it just worked.

652
00:30:32,280 --> 00:30:32,960
Speaker 7: So it was fine.

653
00:30:33,280 --> 00:30:35,880
Speaker 6: But I think it's about being authentic, like seriously authentic.

654
00:30:36,080 --> 00:30:38,680
Speaker 6: People know when you're being authentic.

655
00:30:38,400 --> 00:30:39,800
Speaker 1: And when you're trying to be all that well, they

656
00:30:39,840 --> 00:30:41,200
Speaker 1: don't like poopo full of shit, so.

657
00:30:41,280 --> 00:30:42,840
Speaker 7: They can just tell you. You can see it, you

658
00:30:42,880 --> 00:30:43,360
Speaker 7: can feel it.

659
00:30:46,120 --> 00:30:51,560
Speaker 1: Nick and his team at Messina actually did disrupt at

660
00:30:51,640 --> 00:30:53,440
Speaker 1: least here in Australia. I don't know anything about anywhere

661
00:30:53,440 --> 00:30:56,320
Speaker 1: else soces, but at Lisia in Australia, what was considered

662
00:30:56,360 --> 00:31:02,600
Speaker 1: to be the cutting edge of what ice cream should

663
00:31:02,640 --> 00:31:05,080
Speaker 1: offer us. Prior to this, you could get your standard

664
00:31:05,120 --> 00:31:06,600
Speaker 1: ice creams, you could get an ice cream shop if

665
00:31:06,600 --> 00:31:08,080
Speaker 1: you get a fresh scoop and all that sort of stuff,

666
00:31:08,080 --> 00:31:09,920
Speaker 1: and you've got the you know, the visual thing you

667
00:31:10,000 --> 00:31:11,680
Speaker 1: had a bit excited about looking at all the colors

668
00:31:11,680 --> 00:31:13,480
Speaker 1: and all les sort of stuff. But what Nikinis to

669
00:31:13,640 --> 00:31:16,880
Speaker 1: have done, the actual machine has actually become extraordinarily creative.

670
00:31:16,920 --> 00:31:18,520
Speaker 1: In fact, you just have a little lab next door

671
00:31:18,560 --> 00:31:20,400
Speaker 1: to your machine. Your main machine is sawed down here

672
00:31:20,440 --> 00:31:24,600
Speaker 1: in Victoria Street. When did you discover or was this

673
00:31:24,800 --> 00:31:29,160
Speaker 1: just a little foible of your own that innovation was

674
00:31:29,200 --> 00:31:30,480
Speaker 1: going to be really cool and important.

675
00:31:31,320 --> 00:31:35,600
Speaker 9: It came from having so many ideas in my head

676
00:31:36,640 --> 00:31:39,680
Speaker 9: of all the different types of flavors. Because inspiration comes

677
00:31:39,760 --> 00:31:42,200
Speaker 9: from everywhere I go and eat in a fine dining restaurant,

678
00:31:42,240 --> 00:31:44,760
Speaker 9: the dessert would come out and I would, you know,

679
00:31:45,520 --> 00:31:47,880
Speaker 9: break down the elements of that dessert and think, how

680
00:31:47,920 --> 00:31:49,920
Speaker 9: can I turn that into an ice cream into a gelato?

681
00:31:50,000 --> 00:31:53,960
Speaker 9: So deconstruct basically how how I could you know it

682
00:31:54,040 --> 00:31:57,320
Speaker 9: can be as the inspiration comes from every anywhere. You know,

683
00:31:58,040 --> 00:32:00,400
Speaker 9: we've made flavors with look of Mather's, We've made flavors,

684
00:32:00,520 --> 00:32:00,680
Speaker 9: you know.

685
00:32:01,440 --> 00:32:02,160
Speaker 1: One of my favorite.

686
00:32:03,160 --> 00:32:05,680
Speaker 9: It just comes from from it from everywhere, and that

687
00:32:06,000 --> 00:32:08,440
Speaker 9: back then you've only got X amount of flavors on

688
00:32:08,920 --> 00:32:10,320
Speaker 9: that you can display at any one time.

689
00:32:10,920 --> 00:32:11,160
Speaker 8: And so.

690
00:32:13,200 --> 00:32:14,720
Speaker 2: How how do we.

691
00:32:16,760 --> 00:32:18,960
Speaker 9: I'm capable of more than this, more than twenty flavors

692
00:32:19,040 --> 00:32:21,960
Speaker 9: or thirty flavors, so you know, what do we do?

693
00:32:22,080 --> 00:32:24,680
Speaker 9: And so that's come again coming from the restaurant background,

694
00:32:24,720 --> 00:32:26,320
Speaker 9: we came up with the idea, well what do we

695
00:32:26,400 --> 00:32:29,840
Speaker 9: do with a specialist menu where we constantly change? And

696
00:32:30,520 --> 00:32:35,080
Speaker 9: the funny thing about that is that it coincided with

697
00:32:35,880 --> 00:32:38,720
Speaker 9: kind of like the beginning of social media, right with

698
00:32:38,920 --> 00:32:41,320
Speaker 9: all the Facebook and all that, thank God, And it

699
00:32:42,040 --> 00:32:45,720
Speaker 9: was the perfect thing for social media hundreds right, it

700
00:32:45,840 --> 00:32:48,800
Speaker 9: was perfect. It was it was like social media was

701
00:32:48,960 --> 00:32:51,800
Speaker 9: made for that style of operation. Like I see a

702
00:32:51,840 --> 00:32:53,880
Speaker 9: lot of my mates in the restaurant business, right and

703
00:32:54,400 --> 00:32:57,800
Speaker 9: they post stuff and everything, and and you know they're

704
00:32:57,800 --> 00:33:01,080
Speaker 9: always looking for shit to post to stay relevant. And

705
00:33:01,320 --> 00:33:03,680
Speaker 9: it's just so hard, you know, when you're a restaurant

706
00:33:04,640 --> 00:33:07,000
Speaker 9: because how many dishes can you change on a daily

707
00:33:07,520 --> 00:33:12,120
Speaker 9: You can't, you know. So so for us it was

708
00:33:12,200 --> 00:33:15,040
Speaker 9: this perfect thing where where every day we could come

709
00:33:15,120 --> 00:33:17,520
Speaker 9: up with something new and we had something to talk.

710
00:33:17,640 --> 00:33:21,240
Speaker 1: So is that the rhythm though every day? So do

711
00:33:21,400 --> 00:33:25,280
Speaker 1: you do that like personally now? Yeah?

712
00:33:25,280 --> 00:33:28,200
Speaker 9: Back no, Well, back then one of my business partners

713
00:33:28,640 --> 00:33:32,520
Speaker 9: who another chef who he joined, he joined the team.

714
00:33:32,560 --> 00:33:38,920
Speaker 9: He joined me and my brother Danny. We basically started,

715
00:33:39,400 --> 00:33:42,640
Speaker 9: you know, he started posting on Facebook and stuff like that.

716
00:33:42,680 --> 00:33:44,440
Speaker 9: And then we had another made of mind that we

717
00:33:44,520 --> 00:33:47,280
Speaker 9: were sharing an office in Techlan who you know, he

718
00:33:47,480 --> 00:33:52,360
Speaker 9: was x DJ, and like he was listening to us

719
00:33:52,360 --> 00:33:53,920
Speaker 9: post stuffing us that you guys are doing all wrong.

720
00:33:53,960 --> 00:33:56,000
Speaker 9: So he started doing it and then we thought, fuck it,

721
00:33:56,040 --> 00:33:57,400
Speaker 9: you're doing a great job, man, why do you become

722
00:33:57,400 --> 00:33:59,320
Speaker 9: a partner resource And now he's a partner, and so

723
00:33:59,400 --> 00:34:02,040
Speaker 9: that's how the business has grown and we've just grown

724
00:34:02,080 --> 00:34:04,280
Speaker 9: it this way. But like I said, social media for

725
00:34:04,480 --> 00:34:09,040
Speaker 9: our brand was absolutely perfect. You know, it still drove

726
00:34:09,120 --> 00:34:13,359
Speaker 9: the innovations it became. It was like a feedback loop, right,

727
00:34:13,520 --> 00:34:15,440
Speaker 9: so you see that, you get a good response, so

728
00:34:15,480 --> 00:34:18,760
Speaker 9: you keep doing it again. Right here we are ten, twelve,

729
00:34:18,880 --> 00:34:21,439
Speaker 9: fifteen years later, still still doing it and we don't

730
00:34:21,480 --> 00:34:25,160
Speaker 9: know any other way now. And the funny thing about

731
00:34:25,280 --> 00:34:29,040
Speaker 9: that is that now we get kind of accused as

732
00:34:29,239 --> 00:34:33,799
Speaker 9: being not a traditional gelato joint. We're an ice cream place,

733
00:34:33,920 --> 00:34:37,680
Speaker 9: you know, which is absurd because if you want the

734
00:34:38,160 --> 00:34:41,640
Speaker 9: huge thirty five traditional flavors, we still have them. It

735
00:34:41,880 --> 00:34:45,800
Speaker 9: just just people gravitate to the specials, the five specials

736
00:34:45,840 --> 00:34:47,040
Speaker 9: that we do every week, right, so.

737
00:34:48,320 --> 00:34:51,080
Speaker 1: Excus you competitors and stuff.

738
00:34:51,400 --> 00:34:54,280
Speaker 9: But the funny thing about that, yeah, I honestly couldn't

739
00:34:54,280 --> 00:34:56,719
Speaker 9: give rats. But the funny thing about that is that

740
00:34:57,000 --> 00:34:59,279
Speaker 9: you see all these guys start up, right and they're

741
00:34:59,320 --> 00:35:02,719
Speaker 9: doing good products. You can't fault the product with the

742
00:35:02,800 --> 00:35:05,799
Speaker 9: traditional hat on because they've gone to Bologna, they've learned

743
00:35:05,800 --> 00:35:07,400
Speaker 9: how to make it. Now they've come and done their

744
00:35:07,440 --> 00:35:08,520
Speaker 9: business the experts.

745
00:35:08,600 --> 00:35:11,400
Speaker 2: That's great, but.

746
00:35:11,520 --> 00:35:14,400
Speaker 9: Slowly, slowly slowly, slowly, you just see it creeping in

747
00:35:14,600 --> 00:35:18,239
Speaker 9: that they starting to do more Australian stufle flavors more,

748
00:35:18,480 --> 00:35:22,640
Speaker 9: you know, the non traditional Italian flavors are starting to

749
00:35:22,719 --> 00:35:24,879
Speaker 9: come through because that's what the market wants.

750
00:35:24,960 --> 00:35:27,160
Speaker 2: So why why would you fight it?

751
00:35:27,280 --> 00:35:28,960
Speaker 1: You know, what's your most popular I mean, would you

752
00:35:29,360 --> 00:35:31,440
Speaker 1: say you've got the most popular thing flavor?

753
00:35:31,600 --> 00:35:34,520
Speaker 9: Yeah? It used to be used to be salted caramel, yep,

754
00:35:34,920 --> 00:35:38,800
Speaker 9: and now now it's pistachio, prelling is your most popular

755
00:35:38,840 --> 00:35:40,800
Speaker 9: most it's we can't.

756
00:35:41,360 --> 00:35:41,960
Speaker 2: I don't get it.

757
00:35:42,200 --> 00:35:44,879
Speaker 9: I just don't get it because pistachio traditionally has never

758
00:35:44,960 --> 00:35:46,839
Speaker 9: really been a flavor that used to sell.

759
00:35:47,520 --> 00:35:49,080
Speaker 2: But I don't know what is.

760
00:35:49,280 --> 00:35:51,120
Speaker 9: I don't even I don't know what's gone on in

761
00:35:51,200 --> 00:35:53,200
Speaker 9: the last three four years. But the world's just gone

762
00:35:53,320 --> 00:35:57,000
Speaker 9: pistachio mad like and so yeah, it's a number one

763
00:35:57,040 --> 00:35:58,120
Speaker 9: seller and buy a lot.

764
00:35:58,600 --> 00:36:02,560
Speaker 1: So do you you must manufact for it or somewhere else?

765
00:36:02,560 --> 00:36:04,120
Speaker 1: Do you know you're not down here?

766
00:36:04,320 --> 00:36:04,480
Speaker 8: Right? No?

767
00:36:04,520 --> 00:36:07,000
Speaker 9: No, So we've got our central factory in Marrickville, right,

768
00:36:07,840 --> 00:36:12,440
Speaker 9: and we basically make everything in there. We don't buy

769
00:36:13,000 --> 00:36:16,319
Speaker 9: anything in so everything is made there. So we've got

770
00:36:16,360 --> 00:36:18,360
Speaker 9: our own haze nut farm in Seymour. We've got our

771
00:36:18,360 --> 00:36:22,759
Speaker 9: own dairy farm. We grow on haze nuts. So we

772
00:36:22,880 --> 00:36:25,000
Speaker 9: get our first commercial crop this year. We've got a

773
00:36:25,040 --> 00:36:27,839
Speaker 9: little bit last year, but this year we'll get our

774
00:36:27,880 --> 00:36:30,919
Speaker 9: first commercial crop. It won't be enough for the whole

775
00:36:31,000 --> 00:36:35,239
Speaker 9: year for our needs, but it's a start. Hopefully within

776
00:36:35,280 --> 00:36:37,560
Speaker 9: about two years will be self sufficient with haze nuts,

777
00:36:37,560 --> 00:36:39,200
Speaker 9: so we don't have to import the hazelnuts from Italy.

778
00:36:40,400 --> 00:36:45,560
Speaker 9: And it's an Italian variety so it's similar quality. And

779
00:36:45,680 --> 00:36:48,919
Speaker 9: we've got our own dairy farm in America just twenty

780
00:36:48,960 --> 00:36:53,040
Speaker 9: minutes out of shap Sheping I'm been talking about. And

781
00:36:53,160 --> 00:36:56,600
Speaker 9: again just Jersey cows. You know, we've got about what

782
00:36:56,760 --> 00:36:58,560
Speaker 9: to three hundred milking at any one time.

783
00:36:59,840 --> 00:37:02,719
Speaker 1: Milk yeah, yeah, for your own needs, your own supply

784
00:37:02,840 --> 00:37:03,320
Speaker 1: for and supply.

785
00:37:03,440 --> 00:37:03,640
Speaker 2: Yeah.

786
00:37:03,640 --> 00:37:04,759
Speaker 9: We don't sell it to anyone else.

787
00:37:04,800 --> 00:37:06,120
Speaker 1: What do you bring it up here? Cut it up here?

788
00:37:06,239 --> 00:37:08,839
Speaker 9: Yeah, So we pasteuralize it on the farm and then

789
00:37:09,000 --> 00:37:12,319
Speaker 9: we stick it in pelicans and every twice a week

790
00:37:12,600 --> 00:37:15,239
Speaker 9: it comes up pastalizing.

791
00:37:14,760 --> 00:37:17,280
Speaker 1: Being warm in the milk, up a bit of bacterias

792
00:37:17,320 --> 00:37:19,040
Speaker 1: and you bring it up. Then you put it in

793
00:37:19,320 --> 00:37:22,880
Speaker 1: a big tanker. You bring it up here and then

794
00:37:22,960 --> 00:37:28,719
Speaker 1: you you turn it in the formula so and where.

795
00:37:28,920 --> 00:37:30,600
Speaker 1: So I always saw it just down the radio. I

796
00:37:30,640 --> 00:37:33,439
Speaker 1: thought that was your experimentation place. I thought these dudes

797
00:37:33,560 --> 00:37:35,320
Speaker 1: were sitting in there and were like with hats and

798
00:37:35,400 --> 00:37:37,520
Speaker 1: sort of you know, coming up with a whole lot

799
00:37:37,560 --> 00:37:39,719
Speaker 1: of ideas. Chef hats to think, other ideas what to do.

800
00:37:39,800 --> 00:37:43,760
Speaker 1: It's actually happening in miracle something. So when you first started,

801
00:37:44,480 --> 00:37:47,800
Speaker 1: some of the mistakes, what are some in terms of

802
00:37:48,000 --> 00:37:52,759
Speaker 1: business mistakes or flavor business stakes. Flavor is far and

803
00:37:52,800 --> 00:37:56,080
Speaker 1: away the biggest mistake I made was, you know, we

804
00:37:57,080 --> 00:38:01,840
Speaker 1: we just the brand started off being built with a.

805
00:38:02,360 --> 00:38:04,160
Speaker 2: You know, we wanted to do multiple sites.

806
00:38:04,280 --> 00:38:06,160
Speaker 9: We thought, yeah we could do you know, we could

807
00:38:06,200 --> 00:38:10,520
Speaker 9: do fifty of these in Australia and discovered really quickly. Yeah,

808
00:38:10,560 --> 00:38:12,680
Speaker 9: I discovered really quickly. The people that I did it

809
00:38:12,760 --> 00:38:16,120
Speaker 9: with were lovely people, but they were more financial people.

810
00:38:16,640 --> 00:38:23,359
Speaker 9: They were investors. And it was for me being an

811
00:38:23,400 --> 00:38:26,440
Speaker 9: Italian background. And I mean I'm generalizing here, but Italians

812
00:38:26,440 --> 00:38:28,840
Speaker 9: should stay away from multiple side operators. We're too emotionally

813
00:38:28,840 --> 00:38:33,239
Speaker 9: attached to our businesses, you know, and you need to

814
00:38:33,320 --> 00:38:35,719
Speaker 9: be it need to be a level of not ruthlessness,

815
00:38:35,760 --> 00:38:38,320
Speaker 9: but a level of you need to be able to

816
00:38:38,440 --> 00:38:42,160
Speaker 9: be content with, say, you need to be more consistent

817
00:38:42,440 --> 00:38:44,680
Speaker 9: rather than worrying about the most amazing quality if you

818
00:38:44,760 --> 00:38:47,759
Speaker 9: want to franchise, you know, and that's just not I'm

819
00:38:47,800 --> 00:38:51,360
Speaker 9: not built that way. So it was a massive mistake

820
00:38:51,480 --> 00:38:53,080
Speaker 9: opening up all those stores so quickly.

821
00:38:53,200 --> 00:38:54,120
Speaker 1: So when did you happen?

822
00:38:54,160 --> 00:38:57,160
Speaker 9: We happened that got to seven, I think six or seven,

823
00:38:57,840 --> 00:38:59,839
Speaker 9: and it just was just a disaster. So they were

824
00:39:00,200 --> 00:39:02,640
Speaker 9: down and just as this one was about to shut down,

825
00:39:03,400 --> 00:39:05,440
Speaker 9: I thought, no, I did a deal with my partners

826
00:39:05,600 --> 00:39:07,279
Speaker 9: and basically I said, you know what, you guys can

827
00:39:07,360 --> 00:39:10,120
Speaker 9: have everything and I'll just take this on my own

828
00:39:10,920 --> 00:39:16,839
Speaker 9: and basically just started there again, just just concentrating. There

829
00:39:16,920 --> 00:39:18,680
Speaker 9: was never going to be no visions of grandeur. I

830
00:39:18,840 --> 00:39:20,719
Speaker 9: just wanted one shop and it had to be the

831
00:39:20,840 --> 00:39:26,080
Speaker 9: best JEO you could possibly make, and slowly, slowly, slowly, slowly,

832
00:39:26,200 --> 00:39:31,759
Speaker 9: we just grew. We just grew organically. They're not franchised,

833
00:39:31,800 --> 00:39:32,759
Speaker 9: they are all company owned.

834
00:39:32,760 --> 00:39:33,960
Speaker 2: Soores so your.

835
00:39:33,960 --> 00:39:37,560
Speaker 1: Stores in terms of distributing your product, At one stage

836
00:39:37,600 --> 00:39:40,320
Speaker 1: you thought about it, you and your investors sort of

837
00:39:40,320 --> 00:39:42,279
Speaker 1: better being up fifty soores you got to seven didn't

838
00:39:42,320 --> 00:39:45,000
Speaker 1: work out? How do you just so in terms of

839
00:39:45,120 --> 00:39:50,080
Speaker 1: distributing your product, now you have company owned stores, Yeah,

840
00:39:50,160 --> 00:39:52,839
Speaker 1: but how else did you distribute like you distribute through

841
00:39:52,880 --> 00:39:53,920
Speaker 1: wars or any.

842
00:39:53,800 --> 00:39:54,560
Speaker 2: Of those environments.

843
00:39:56,440 --> 00:39:58,560
Speaker 1: Stepped away from all of that, where do you go then?

844
00:39:58,840 --> 00:40:01,120
Speaker 1: How do you just always gonna have it? It's just

845
00:40:01,239 --> 00:40:04,040
Speaker 1: our store? So where else you are apart from Darlinghurst now.

846
00:40:04,160 --> 00:40:09,799
Speaker 9: Darling Oh in Sydney, We're in Bondi, Surrey Hills.

847
00:40:09,560 --> 00:40:09,920
Speaker 1: We're in.

848
00:40:11,760 --> 00:40:14,400
Speaker 9: Brian Lea Sands, We're in where are we?

849
00:40:14,600 --> 00:40:15,680
Speaker 1: How do you push the areas?

850
00:40:16,840 --> 00:40:20,840
Speaker 9: I really wish I could say there was a scientific formula.

851
00:40:21,400 --> 00:40:22,520
Speaker 9: It really is out of base.

852
00:40:22,920 --> 00:40:23,640
Speaker 1: No, not at all.

853
00:40:23,719 --> 00:40:25,480
Speaker 9: It's just we just think, is it a cool area?

854
00:40:25,600 --> 00:40:26,120
Speaker 2: Do we like it?

855
00:40:26,200 --> 00:40:30,520
Speaker 9: What's happening around us? It's if I was to present

856
00:40:30,640 --> 00:40:35,080
Speaker 9: Messina as a business plan and picture to everyone, you'd

857
00:40:35,200 --> 00:40:40,800
Speaker 9: raise five bucks, Like, seriously, how do you deal with that?

858
00:40:41,280 --> 00:40:45,800
Speaker 8: I think for me, it was just another meeting in

859
00:40:45,880 --> 00:40:48,239
Speaker 8: my day at the time, it was just another meeting

860
00:40:48,400 --> 00:40:50,800
Speaker 8: in my day where I wanted to be able to

861
00:40:50,920 --> 00:40:54,759
Speaker 8: be useful in you know, bouncing off ideas and really

862
00:40:54,840 --> 00:40:56,359
Speaker 8: understanding the situation. I did.

863
00:40:56,520 --> 00:40:58,080
Speaker 5: I did at one point in the meeting.

864
00:40:58,160 --> 00:41:01,280
Speaker 8: It was probably early on think what you just said earlier,

865
00:41:01,320 --> 00:41:04,759
Speaker 8: which was, why the hell did you buy this? I did,

866
00:41:04,880 --> 00:41:06,960
Speaker 8: and I asked him. I just sort of like leaned

867
00:41:07,000 --> 00:41:09,160
Speaker 8: over the table and I was like, Will, why did

868
00:41:09,239 --> 00:41:10,360
Speaker 8: you buy this asset? Like?

869
00:41:10,480 --> 00:41:11,799
Speaker 1: What is it? What'd you say?

870
00:41:12,000 --> 00:41:12,600
Speaker 2: I'm don know.

871
00:41:13,040 --> 00:41:17,640
Speaker 8: He leaned back a little bit in his chair and said, yeah,

872
00:41:18,280 --> 00:41:20,800
Speaker 8: I don't know, literally said I don't know.

873
00:41:20,920 --> 00:41:23,440
Speaker 5: And I thought, okay, that's a curious response. O could

874
00:41:23,520 --> 00:41:24,400
Speaker 5: let's talk more about it.

875
00:41:24,719 --> 00:41:26,440
Speaker 8: We sort of dug into and of course, you know,

876
00:41:26,520 --> 00:41:30,520
Speaker 8: he bought it for really sound reasons, which then resonated

877
00:41:30,560 --> 00:41:34,200
Speaker 8: with me as well. But yeah, the interaction was one

878
00:41:34,239 --> 00:41:36,279
Speaker 8: that I think left me really curious about who he

879
00:41:36,520 --> 00:41:38,600
Speaker 8: was and why he had this asset.

880
00:41:38,640 --> 00:41:41,720
Speaker 5: I knew he didn't know retail and he wasn't an operator.

881
00:41:41,800 --> 00:41:44,440
Speaker 8: He was an investor, And so that led to a

882
00:41:44,480 --> 00:41:48,239
Speaker 8: bunch of conversations about the potential of this brand that

883
00:41:48,360 --> 00:41:51,279
Speaker 8: had kind of been this latent asset that you look

884
00:41:51,360 --> 00:41:54,080
Speaker 8: at it and you're like, there's gold there. There's such

885
00:41:54,320 --> 00:41:56,759
Speaker 8: love and goodwill in this brand, and if we can

886
00:41:56,880 --> 00:41:59,560
Speaker 8: reignite that it's got a whole future head there.

887
00:41:59,560 --> 00:42:01,800
Speaker 1: It's funny because I was when you were saying that,

888
00:42:02,280 --> 00:42:05,800
Speaker 1: when you said latent brand. The same sort of happened

889
00:42:05,840 --> 00:42:11,080
Speaker 1: for Aaron Williams, the bootmakers and Apparel and Drives the Bone,

890
00:42:11,120 --> 00:42:13,160
Speaker 1: and those sorts of brands which have sort of been

891
00:42:13,239 --> 00:42:16,759
Speaker 1: more recently rescued more recently over the last few years,

892
00:42:16,760 --> 00:42:21,800
Speaker 1: have been rescued by people like Will, wealthy individuals, and

893
00:42:22,000 --> 00:42:24,759
Speaker 1: they've actually all doing very well now and apart from

894
00:42:25,120 --> 00:42:26,520
Speaker 1: the other brands you mentioned, which are the more of

895
00:42:26,560 --> 00:42:31,040
Speaker 1: the fashioned brands, like you said Camilla remark, but like

896
00:42:31,480 --> 00:42:33,160
Speaker 1: those sorts of Australian brands that are well and they're

897
00:42:33,160 --> 00:42:37,879
Speaker 1: doing well overseas. But those iconic brands you're talking about

898
00:42:37,960 --> 00:42:42,879
Speaker 1: Lake in Oreton, they did get rescued by a number

899
00:42:42,880 --> 00:42:45,000
Speaker 1: of people, and I think about it, and most of

900
00:42:45,040 --> 00:42:46,960
Speaker 1: them are doing pretty well because they just need to

901
00:42:47,040 --> 00:42:50,360
Speaker 1: be put some life back into them, which is I

902
00:42:50,480 --> 00:42:53,520
Speaker 1: find quite interesting. And that no one else really recognized them,

903
00:42:54,000 --> 00:42:56,160
Speaker 1: one of which the people didn't recognize as me, I'm

904
00:42:56,160 --> 00:42:58,279
Speaker 1: pretty pissed off of myself they didn't actually think about this,

905
00:42:58,400 --> 00:43:00,840
Speaker 1: But good on Will for doing that. A lot of

906
00:43:00,880 --> 00:43:03,279
Speaker 1: people would be listening this Jenny, and they'd be saying

907
00:43:03,280 --> 00:43:05,399
Speaker 1: to themselves that what they say to them is because

908
00:43:05,560 --> 00:43:07,640
Speaker 1: these people tell me this stuff. They say, Oh my god,

909
00:43:08,840 --> 00:43:11,680
Speaker 1: I've I've got my business I'm running, or I've got

910
00:43:11,719 --> 00:43:14,840
Speaker 1: my profession I'm doing and I and I go to

911
00:43:14,960 --> 00:43:20,120
Speaker 1: seminars and I, you know, upskill PD days, Professional development days.

912
00:43:20,600 --> 00:43:24,320
Speaker 1: I go to industry events to see who's winning awards

913
00:43:24,360 --> 00:43:27,040
Speaker 1: and stuff like that. And every now and then someone

914
00:43:27,120 --> 00:43:28,640
Speaker 1: reaches out to me on LinkedIn or something of that

915
00:43:28,760 --> 00:43:31,040
Speaker 1: and says, oh, I like what you're saying we're doing.

916
00:43:31,280 --> 00:43:33,359
Speaker 1: Could we have a meeting, just a coffee catch up?

917
00:43:33,800 --> 00:43:36,080
Speaker 1: And they say, And loads of people say to themselves

918
00:43:36,320 --> 00:43:38,080
Speaker 1: say to me, I don't know whether I'm wasting my

919
00:43:38,120 --> 00:43:40,560
Speaker 1: time or not because I've got so much, so many

920
00:43:40,640 --> 00:43:42,200
Speaker 1: other things to do with my job, my job. Could

921
00:43:42,280 --> 00:43:44,600
Speaker 1: I could be working seven days a week, twenty hours

922
00:43:44,600 --> 00:43:46,560
Speaker 1: a day and still not get everything completely, which I'd

923
00:43:46,560 --> 00:43:48,960
Speaker 1: imagine would be the case for someone working McKinsey's.

924
00:43:50,080 --> 00:43:51,600
Speaker 8: But then again, had no time.

925
00:43:51,719 --> 00:43:55,320
Speaker 1: They say, I've got no time, Craig. So do I

926
00:43:55,480 --> 00:43:58,560
Speaker 1: say when someone like Will reaches out to me, I mean,

927
00:43:58,600 --> 00:44:00,200
Speaker 1: how do I work out the priority list of who

928
00:44:00,200 --> 00:44:02,640
Speaker 1: I should attend or where I should attend to or

929
00:44:02,800 --> 00:44:04,120
Speaker 1: is this a bit of a luck game.

930
00:44:05,080 --> 00:44:07,800
Speaker 5: I don't think there's a recipe to it.

931
00:44:08,040 --> 00:44:14,000
Speaker 8: I think for me, having something clear that you're dedicated to,

932
00:44:14,160 --> 00:44:17,880
Speaker 8: that's your personal strategy related to your career clearly important.

933
00:44:17,960 --> 00:44:20,440
Speaker 8: I think there's a lot of people that I mentor

934
00:44:20,520 --> 00:44:23,480
Speaker 8: and coach and see, especially young women who don't have that,

935
00:44:23,680 --> 00:44:25,759
Speaker 8: and so all my work with them is what is

936
00:44:25,840 --> 00:44:26,560
Speaker 8: that three year goal?

937
00:44:26,719 --> 00:44:28,439
Speaker 5: What is that five year goal? How do you really

938
00:44:28,640 --> 00:44:30,320
Speaker 5: shape something that you're moving towards.

939
00:44:31,120 --> 00:44:34,000
Speaker 8: But if you're not open and opportunistic then about opportunities

940
00:44:34,040 --> 00:44:36,279
Speaker 8: that you could never foresee, then what are you doing?

941
00:44:36,440 --> 00:44:37,680
Speaker 5: Like that's not a way to live life.

942
00:44:38,320 --> 00:44:41,400
Speaker 8: And so opening yourself to people you find interesting or

943
00:44:41,440 --> 00:44:44,640
Speaker 8: have something curious that could contribute to how good you

944
00:44:44,680 --> 00:44:47,239
Speaker 8: are as a leader or a human being, I mean,

945
00:44:47,280 --> 00:44:48,120
Speaker 8: that's what life's about.

946
00:44:48,280 --> 00:44:51,160
Speaker 5: So I think it's so important to stay open to that.

947
00:44:51,360 --> 00:44:53,840
Speaker 1: Okay, before I get back, well, but just put a

948
00:44:53,920 --> 00:44:56,400
Speaker 1: question to you. So I got a deadline deadliness at

949
00:44:56,400 --> 00:45:00,719
Speaker 1: the end of February, I'm as a team and two

950
00:45:00,760 --> 00:45:06,000
Speaker 1: thirds of the way through getting the deadline work completely.

951
00:45:06,080 --> 00:45:09,600
Speaker 1: We'll probably make it, but like it's intense. I'm the leader,

952
00:45:09,920 --> 00:45:12,120
Speaker 1: let's say it to you. You're the leader of the team.

953
00:45:14,080 --> 00:45:15,680
Speaker 1: You might be the propriety of the business as well.

954
00:45:15,719 --> 00:45:19,080
Speaker 1: It could be deadline relation of the business. Then four

955
00:45:19,160 --> 00:45:24,320
Speaker 1: or five people reach out to you. Which ones just

956
00:45:24,400 --> 00:45:24,880
Speaker 1: have a coffee?

957
00:45:24,920 --> 00:45:25,400
Speaker 2: Catch up?

958
00:45:27,800 --> 00:45:27,960
Speaker 8: Do you?

959
00:45:28,040 --> 00:45:29,000
Speaker 5: How do you prioritize?

960
00:45:29,120 --> 00:45:29,520
Speaker 2: What do you do?

961
00:45:30,080 --> 00:45:32,719
Speaker 8: I definitely think there's a periods of time you'd have

962
00:45:32,840 --> 00:45:34,759
Speaker 8: the same thing, or your head's down, You're like, this

963
00:45:34,960 --> 00:45:37,759
Speaker 8: is a period of time where I just external influences,

964
00:45:37,800 --> 00:45:38,640
Speaker 8: like I have to say.

965
00:45:38,560 --> 00:45:39,240
Speaker 5: Really focused.

966
00:45:40,120 --> 00:45:42,560
Speaker 8: Typically for me, those are pretty short periods of time

967
00:45:44,040 --> 00:45:46,560
Speaker 8: when I'm then in the prioritization mode. I mean, there's

968
00:45:46,600 --> 00:45:50,120
Speaker 8: obviously links to the core nature of the business and

969
00:45:50,200 --> 00:45:52,600
Speaker 8: things that could enhance what we're doing that make the list.

970
00:45:52,719 --> 00:45:53,600
Speaker 1: What about you personally?

971
00:45:53,680 --> 00:45:53,839
Speaker 2: Though?

972
00:45:54,080 --> 00:45:54,480
Speaker 5: Personally?

973
00:45:54,600 --> 00:45:56,200
Speaker 1: How it's going to help me personally? I don't mean,

974
00:45:56,880 --> 00:45:59,840
Speaker 1: what can I learn from this individual? Is that important?

975
00:46:00,400 --> 00:46:03,759
Speaker 5: Absolutely? I have that filter on all the time. I

976
00:46:03,840 --> 00:46:05,439
Speaker 5: Mean I was like, what can I learn from Mark?

977
00:46:06,120 --> 00:46:08,000
Speaker 8: How will this experience shape me and make me a

978
00:46:08,040 --> 00:46:10,319
Speaker 8: better person and a better leader? And all of those

979
00:46:10,360 --> 00:46:12,879
Speaker 8: things right, Partly just being nervous. As we talked about

980
00:46:12,880 --> 00:46:14,640
Speaker 8: at the beginning, it's like, Okay, well, I'm probably going

981
00:46:14,719 --> 00:46:17,080
Speaker 8: to learn something about myself that I'm either good at

982
00:46:17,200 --> 00:46:19,520
Speaker 8: or need to work on, or something from Mark. And

983
00:46:19,719 --> 00:46:22,440
Speaker 8: listened now to a ton of your podcast and I've

984
00:46:22,480 --> 00:46:25,080
Speaker 8: picked up lots of things that otherwise I wouldn't have.

985
00:46:25,280 --> 00:46:28,279
Speaker 8: So I think the curiosity of what you can learn

986
00:46:28,320 --> 00:46:29,200
Speaker 8: from experiences and.

987
00:46:29,239 --> 00:46:30,560
Speaker 5: People is tough on my list.

988
00:46:30,680 --> 00:46:34,239
Speaker 1: Curiosity. I love it absolutely because that drives me when

989
00:46:34,320 --> 00:46:37,520
Speaker 1: I have do this podcasts. And it does because I'm

990
00:46:37,680 --> 00:46:40,160
Speaker 1: sitting here talking to someone. I look, I don't even

991
00:46:40,160 --> 00:46:41,520
Speaker 1: read the brief for it. You're coming to be honest

992
00:46:41,520 --> 00:46:45,520
Speaker 1: with the team sets it all up. I quickly quickly McKinsey,

993
00:46:46,560 --> 00:46:49,720
Speaker 1: will Vicka's name, then Oreton, I thought of the Lame Boys,

994
00:46:50,800 --> 00:46:52,200
Speaker 1: and then I think, well, it's gonna be a really

995
00:46:52,200 --> 00:46:54,120
Speaker 1: good conversation for me because I'm going to learn something

996
00:46:54,120 --> 00:46:57,800
Speaker 1: from you. That's why I do this, because I'm curious

997
00:46:57,880 --> 00:47:00,400
Speaker 1: as to what I can learn. So if we're just

998
00:47:00,480 --> 00:47:04,560
Speaker 1: talking to now our audience, people who are in business,

999
00:47:06,480 --> 00:47:11,640
Speaker 1: the curiosity factor you're successful, and it's like there's a

1000
00:47:11,680 --> 00:47:13,880
Speaker 1: lot of ladders and snakes to get there. You're up

1001
00:47:13,920 --> 00:47:16,600
Speaker 1: and down, up and down. Eventually you're up there. And

1002
00:47:16,680 --> 00:47:19,759
Speaker 1: that's about consistency and you know, work ethic and all

1003
00:47:19,800 --> 00:47:23,080
Speaker 1: that other stuff. But how important is the curiosity factor

1004
00:47:23,160 --> 00:47:25,040
Speaker 1: and your success? How important has it been?

1005
00:47:26,080 --> 00:47:30,600
Speaker 5: Critically important? I try to I don't even try. It's

1006
00:47:30,680 --> 00:47:31,760
Speaker 5: just part of how I'm wired.

1007
00:47:32,960 --> 00:47:35,560
Speaker 8: The thing that I was most curious about when I

1008
00:47:35,600 --> 00:47:38,360
Speaker 8: first started was what's this whole fashion thing about? Like

1009
00:47:39,280 --> 00:47:43,520
Speaker 8: what's the X factor in fashion? And sort of digging

1010
00:47:43,600 --> 00:47:46,160
Speaker 8: into that, I think has then paved my first two

1011
00:47:46,160 --> 00:47:48,800
Speaker 8: and a half years at Orton in a very different

1012
00:47:48,840 --> 00:47:50,480
Speaker 8: way than I would have led otherwise. I mean, I

1013
00:47:50,680 --> 00:47:53,400
Speaker 8: was a commercial beast, like that was what I was

1014
00:47:53,480 --> 00:47:53,920
Speaker 8: trained to do.

1015
00:47:55,280 --> 00:47:58,040
Speaker 5: Analytical I could tear down the P and L.

1016
00:47:58,239 --> 00:48:00,560
Speaker 8: I could like diagnose the business and what do we

1017
00:48:00,640 --> 00:48:01,920
Speaker 8: have today and what do we want to be and

1018
00:48:02,360 --> 00:48:06,120
Speaker 8: build the strategy. But if I had just stayed in

1019
00:48:06,239 --> 00:48:08,600
Speaker 8: that place, I would have been a miserable failure. And

1020
00:48:08,680 --> 00:48:10,560
Speaker 8: I probably still think some days that I am a

1021
00:48:10,600 --> 00:48:14,480
Speaker 8: miserable failure, by the way, But being really curious about

1022
00:48:14,520 --> 00:48:17,719
Speaker 8: what what does fashion matter? Like what like is this

1023
00:48:17,880 --> 00:48:20,680
Speaker 8: a frivolous, superficial thing like it's super vain.

1024
00:48:21,120 --> 00:48:22,920
Speaker 2: It's what is it? You know, what is it?

1025
00:48:23,200 --> 00:48:26,359
Speaker 8: What is it? And and then you start learning things

1026
00:48:26,480 --> 00:48:30,480
Speaker 8: right that are really critically important, which is actually great

1027
00:48:30,600 --> 00:48:34,360
Speaker 8: brands fashion are not. But great brands create the fabric

1028
00:48:34,440 --> 00:48:38,000
Speaker 8: for culture, like they are deeply important, and fashion is

1029
00:48:38,080 --> 00:48:42,520
Speaker 8: deeply primal, like it's an expression of people's individuality and

1030
00:48:42,560 --> 00:48:45,480
Speaker 8: themselves in a way that has made it a massive

1031
00:48:45,560 --> 00:48:49,560
Speaker 8: industry financially but also has kept it around for something.

1032
00:48:49,600 --> 00:48:51,400
Speaker 1: So it must be something. There must be something in

1033
00:48:51,480 --> 00:48:53,600
Speaker 1: it because it's still here and it's massive.

1034
00:48:53,760 --> 00:48:55,160
Speaker 5: Yeah, I mean, look at the richest person in the

1035
00:48:55,200 --> 00:48:56,600
Speaker 5: world that he is in fashion.

1036
00:48:57,600 --> 00:49:00,400
Speaker 8: So yes, So these are the discovery wor is that

1037
00:49:00,600 --> 00:49:03,920
Speaker 8: without actually being curious from the very first, you know,

1038
00:49:04,200 --> 00:49:06,600
Speaker 8: time I laid foot in the building, I would have

1039
00:49:06,800 --> 00:49:08,680
Speaker 8: just missed and I would have then gone down that

1040
00:49:08,800 --> 00:49:11,960
Speaker 8: path of the classic consultant coming in and you know,

1041
00:49:12,080 --> 00:49:14,839
Speaker 8: thinking about costs and ripping things out and looking at

1042
00:49:14,880 --> 00:49:16,960
Speaker 8: profit and so on and so forth. But there's a

1043
00:49:17,080 --> 00:49:19,840
Speaker 8: real X factor to be respected and cared for in

1044
00:49:19,960 --> 00:49:22,880
Speaker 8: our business and businesses like ours, which has to do

1045
00:49:23,000 --> 00:49:26,640
Speaker 8: with creativity, which is another whole area of I had

1046
00:49:26,840 --> 00:49:31,800
Speaker 8: never contemplated how important creative forces, sort of that magic

1047
00:49:31,920 --> 00:49:35,000
Speaker 8: fairy dust that you sprinkle throughout the value chain of

1048
00:49:35,040 --> 00:49:39,120
Speaker 8: our business, how important that was, And how to strike

1049
00:49:39,160 --> 00:49:42,919
Speaker 8: a balance between commerciality and creativity, a whole new charac