Thinking on innovation, marketing, and growth.
8 April 2026
What are the best marketing channels for B2B tech startups in the Australian market when you have a very limited budget? It's one of the most practical questions a founder can ask, because the wrong a
My co-founder and I are great at product but terrible at sales. How can our early-stage startup find new customers when we have no marketing experience? If that's where you're at, you're in good compa
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
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 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
