Thinking on innovation, marketing, and growth.
2 March 2026
If you are building a startup or launching an innovative product, you have probably hit this wall. Your product is genuinely useful, maybe even transformative, but people do not immediately get it. Th
26 February 2026
As a business owner, you are probably starting to hear more about how AI is changing search. You might have heard people talking about AEO or GEO. For most of you, the distinction does not matter yet
25 February 2026
I talk to a lot of founders who are stuck in the "growth hack" phase. They have a few early customers, they’re getting some referrals, and they’re knocking on doors. That is exactly what you should be
17 February 2026
As a startup founder, you are constantly bombarded with advice. But when it comes to marketing, the engine that actually drives your growth, you eventually hit a crossroads. You know you need professi
10 February 2026
If your startup is struggling to explain the value you bring to prospective clients, you don't have a product problem; you likely have a positioning problem. When people don't "get" what you do, it's
28 January 2026
When you are a startup founder, every dollar and every hire feels like a high stakes bet. Eventually, you hit a wall where you can no longer do the marketing yourself. At this crossroads, the question
22 January 2026
You've launched your SaaS product, people are signing up, but almost nobody is paying. This is a problem many startups face, and there is no magic fix. The first instinct is usually to look at the obv
16 January 2026
Why Niching Down is the Secret to Growing Up So, you've landed your first few customers. Congratulations! You've moved past the idea phase and into the real world. But now, you're hitting a wall. You
15 June 2023
As a startup business founder, understanding your customers and effectively targeting them is crucial for the success of your venture. One powerful tool that can aid you in this endeavour is the creat
20 May 2023
Unlocking funding for your business is a journey filled with countless articles and guides on finding investors, crafting the perfect pitch deck, and securing valuable introductions. But what about ru
25 March 2023
It sounds like the setup to a cheesy joke from a book my 9-year-old brought home from the library, but when I stumbled into this analogy while chatting with Fractal's content writer Tim it actually hi
16 March 2023
Every startup founder seems to share one fear: that someone will steal their business idea. If someone wants to copy your startup idea, it means it's desirable and validated by the market. Build a st
9 March 2023
Good products fail all the time – when they're not marketed properly. A product's success depends on a combination of factors, including effective marketing. You can't kid yourself into thinking a be
2 March 2023
There's one thing that so many startups miss when first getting started: being small can be a big advantage. Acting like a big company can often cause customers to avoid interacting with you, and pre
23 February 2023
What sounds more successful: a company that tricks you into wanting their product, or a company that's been steadily providing a useful service since 1972? Marketing is often misunderstood as a means
16 February 2023
Ever tried to cancel your gym membership and just ended up frustrated? Did you then tell everyone you met about how crappy the gym was? Making it easy for customers to leave can actually boost your s
15 February 2023
NoiseNet are an innovative hardware and software startup working in the Smart City space, founded by Stuart Clough and Jonathan South, who aim to reduce the amount of noise pollution affecting modern
2 February 2023
Is having the lowest price really the selling point you want? Startups can focus on creating value for their customers instead of competing on low price, which can lead to perceptions of poor quality
26 January 2023
What do we do when an AI can write our content for us? The importance of personality and authenticity in content creation in a world dominated by AI cannot be overstated. Infusing personality into yo
19 January 2023
Venture capitalists want growth, but why do they so often ignore their investments' marketing strategies? Venture capitalists often undervalue marketing for start-ups, but marketing is critically imp
12 January 2023
New technologies and platforms have simply provided us with new ways to reach and engage with our audience using the tried and true fundamental principles of marketing, such as identifying their needs
10 January 2023
Ardacious is a Brisbane-based software development startup founded by Dr. Ralf Muhlberger specialising in Augmented Reality — specifically in the spaces of education and games. Their flagship product
10 November 2022
Everyone utilises marketing on a surface level from day to day without realising that there is much more to marketing than meets the eye. Using the marketing framework AIDA (Awareness, Interest, Desir
27 October 2022
People often believe that the perfect product will sell itself. Using the market introduction of sliced bread as an example, this post expands on the importance of market positioning and realigning to
20 October 2022
Understanding what to prioritise when it comes to marketing in the context of your business goals and time frame is essential. Through the lens of years of experience in SEO, businesses and founders s
13 October 2022
The Dunning-Kruger effect seeps into the marketing and business world in surprising ways. It's important for founders and business owners to be proactive and vet so-called "experts" through acknowledg
30 September 2022
The challenges of social media and trying to stand out from the crowd are real. The importance of audience engagement and listening to customers, rather than being one of the many businesses who are t
22 September 2022
The importance of properly positioning your company in a way that delivers a concise and direct message towards your customers. The fluffy style of marketing has left customers confused, trying to sif
16 September 2022
The best marketing tricks you need to know before you start marketing. Information Gap Theory is a powerful tool you can implement into your own copywriting and marketing. From good examples to bad, t
9 September 2022
Just like all thumbs are fingers but not all fingers are thumbs — all advertising is marketing but not all marketing is advertising. This post dissects the crucial details between properly defining wh
30 August 2022
Did video really kill the radio star? Short podcasts are a perfect way to organically grow your startup business and should be viewed as an extension of your marketing mix. Podcasting has a low barrie
20 May 2022
When you first move into the startup world, there's this dreamy ideal that everyone's all about the products and services that will change the world. But the reality is a little different — there's on
15 May 2022
Before you get into the nitty-gritty of building ad copy or tweaking your email templates, you need to determine your startup's overall marketing strategy. This template covers the "Aha!" Moment, iden
10 May 2022
Tech businesses tend to hog the spotlight in the startup world. But you don't just go from first-draft code to billion dollar household name overnight. Here are three top tips for marketing your tech
20 April 2022
Social media marketing has skyrocketed, and consumers are becoming more savvy. Here are long-term ways to maximise your ROI in eCommerce: Social Commerce (selling directly from social media posts), Vi
15 April 2022
Here are three quickest and easiest strategies to boost your ecommerce returns today: Content & SEO (producing original content and building search keywords), Email Campaigns (designing regular newsle
15 March 2022
Here are Fractal's best tips for building your startup's marketing plan: Set solid goals, define your audience, determine your budgets, go through the right channels, and build your metrics. There's n
10 February 2022
The email startup company Superhuman made a surprising move by forcing new customers into a one on one onboarding session. The time spent personally onboarding customers offers a vast array of benefit
15 May 2021
Buying growth is relatively easy — it's not wrong, but if you don't have any referral growth you're going to suffer in the long run.
20 March 2021
Going "viral" is a result of great marketing, not a strategy itself. Focus on building great marketing fundamentals and virality may follow — but never plan for it as your primary strategy.
18 March 2021
Knowing your marketing objectives is the foundation of any successful marketing strategy. Without clear objectives, you're just throwing money at the wall and hoping something sticks.
15 March 2021
One of the most common mistakes founders make is assuming they are their own target market. Your preferences, habits, and pain points may be completely different from those of your actual customers.
12 March 2021
Do we really have shorter attention spans, or do we just demand a higher standard? The truth is that audiences are more discerning than ever — they'll engage deeply with content that's genuinely valua
10 March 2021
Every search marketer has been asked "can you guarantee first page rankings?" The answer reveals a lot about the realities of SEO and the importance of setting proper expectations with clients.
8 March 2021
True marketing innovation isn't about the latest platform or technology — it's about finding creative ways to connect with your audience and solve their problems in ways they didn't expect.
