Podcast terbaik How Its Made (2026)

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What working on David Bowie’s yacht taught Boost founder Janine Allis 29:18

2M ago29:18

29:18

Growing up, Janine Allis never thought about starting her own business. “I didn’t even know what an entrepreneur was,” she says. But after spotting a gap in the market, there was no stopping the founder of a now-global smoothie company that’s worth hundreds of millions of dollars. On the final episode of season five of How I Made It, Rich List edit…

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‘It's the Mount Everest of careers’: How Fleet’s CEO built an $800m company 33:17

2M ago33:17

33:17

Since she was a little girl, Flavia Tata Nardini was obsessed with space. The Italian-born rocket scientist began her career at the European Space Agency but moved to Adelaide in her 20s, where she found herself confronted with a lack of industry. Left with no other choice, she started her own business. On this week's episode of How I Made It, Rich…

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A scam set WA’s fertiliser king on a path to a $5b fortune 29:14

2M ago29:14

29:14

Vikas Rambal came to Australia from India on a prospective business trip in 2000. But the project he was looking into was not what it seemed. It was a moment on his five-day trip that would prove to be pivotal. On this week’s episode of How I Made It, Rich List editor Yolanda Redrup finds out how a scam and a chance encounter set about the Perdaman…

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IT Consultancy Marketing: A marketing and sales team divided cannot stand (episode #155) 39:29

2M ago39:29

39:29

Blandvertising [https://marketingexperiments.com/copywriting/writing-meaningful-copy]. It’s a word I coined 13 years ago to describe a wishy-washy marketing claim. The type of words that fill a copy block. They look right. And it’s probably sprinkled with words like “scalable,’ ‘ecosystem,’ ‘user-centric,’ ‘best-in-class,’ ‘leading,’ and on and on.…

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How a former IBM executive redefined Australia’s restaurant scene 22:16

2M ago22:16

22:16

Chris Lucas grew up in the world of hospitality, often spending time in his dad’s pub in Geelong. But it wasn’t until his mid-30s that one of the country’s top restaurateurs entered the industry himself. On this week’s episode of How I Made It, host Lauren Sams finds out how working at IBM as a sales and marketing executive inspired Lucas to become…

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He could’ve been Qantas CEO. Instead Bruce Buchanan started a $7.2b company 35:27

2M ago35:27

35:27

Leading Australia’s largest airline is by all accounts a dream job. But in 2012, Bruce Buchanan – who was on track to become chief executive of Qantas – walked away from the national carrier. He now runs one of the world’s hottest tech companies: $7.2 billion e-commerce marketing tech firm Rokt. This week on How I Made It, Rich List editor Yolanda …

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Public Relations and Marketing: Don’t underestimate the soft sell (podcast episode #154) 39:53

3M ago39:53

39:53

Some of the best conversations I have with my kids are during filler time. Not the quality time you hear hyped up – just a side conversation over breakfast, or driving to an errand, or putting together Ikea furniture. Marketing and public relations can be the same. Instead of focusing all this attention on forcing a customer to take an action, give…

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Trinny Woodall, What Not To Wear and a multimillion-dollar company 28:52

3M ago28:52

28:52

Trinny Woodall first became a household name as one half of the dynamic duo, Trinny and Susannah. Together the pair built a career issuing fashion advice to women on their long-running BBC series, What Not to Wear. But at the age of 53 Woodall decided it was time to step out on her own, launching eponymous beauty brand Trinny London. On this week’s…

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How the (banker) founder of MJ Bale took over menswear 28:07

3M ago28:07

28:07

Growing up on a sheep farm, Matt Jensen has long had an appreciation for natural fibres. But it was during a stint in London working as a banker that the budding entrepreneur spotted a gap in the menswear market. On this week’s episode of How I Made It, fashion editor Lauren Sams finds out how the failure of one business led to the success of anoth…

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Analytics: Even the most rigorous analysis fails without the right story (episode #153) 57:11

3M ago57:11

57:11

Oleh Jiaxi Zhu

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How Bruce Keebaugh turned $500 into a global events company 21:43

3M ago21:43

21:43

When the co-founder and former chief executive of The Big Group was 21, he had just $500 in his pocket. Not afraid of risk, Bruce Keebaugh and his wife, Chyka Keebaugh, used it to champion the competitive world of catering and events. This week on How I Made it, The Australian Financial Review’s Lauren Sams finds out how this hospitality guru came …

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‘The napkin came across the table’: How software giant Xero was born 25:05

3M ago25:05

25:05

From the start of high school, Rod Drury was captivated by computing. It was a fascination that would go on to create one of the largest ASX-listed tech companies, accounting software giant Xero. In this week’s episode of How I Made It, The Australian Financial Review Rich List editor Yolanda Redrup finds out how a passion in high school became a $…

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Online Marketing for SMBs and Digital Agencies: Serving everyone serves no one (episode #152) 55:53

4M ago55:53

55:53

The total addressable market. TAM. We sometimes think the bigger the better, right? Hey, it means I can go to potential investors with a more impressive number. But too large a total addressable market can hinder success. As this episode’s guest says, “serving everyone serves no one.” To hear the story behind that lesson, and many more lesson-fille…

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The founder of O&M had one big idea. It became a global haircare empire 32:34

4M ago32:34

32:34

Jose Bryce Smith came to Australia on holiday. Seven years later, she founded what would become one of the country’s biggest haircare brands. With products stocked in more than 30,000 salons across 21 countries, Original & Mineral (O&M) is a dominant force in the hair industry. In this week’s episode of the new season of How I Made It, The Australi…

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Trailer: 'How I Made It' Returns September 22 1:10

4M ago1:10

1:10

How I Made It is back with new hosts Lauren Sams & Yolanda Redrup. Join us to learn how Australia’s top entrepreneurs built their fortunes and what they learnt along the way. See omnystudio.com/listener for privacy information.Oleh The Australian Financial Review

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Cross-cultural Marketing & Management: Walk the market (podcast episode #151) 1:13:52

4M ago1:13:52

1:13:52

Data, data everywhere, but not a drop of insight. Excuse my remixing of Samuel Taylor Coleridge, but doesn’t it feel that way when staring at a dashboard sometimes. We have so much data – and frankly, our competitors probably have a lot of the same data – but can we turn those numbers into real insights to better serve a customer? Here’s one way to…

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Real Estate Operations and Marketing: Your brand is only as strong as your frontline experience (episode #150) 48:50

4M ago48:50

48:50

I love Delta Air Lines. It’s my favorite airline. Please understand that. Now, that said, when I was a kid, their tagline was ‘We love to fly and it shows.’ I would see the tagline on TV ads. I would see it on giant posters in the airport. And then I would get on the plane. And even as a kid I could tell…the people working on the airplane, are not …

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Customer-First Marketing: To truly be customer-obsessed, respect the customer’s time (episode #149) 44:01

5M ago44:01

44:01

I know the pinch when budgets tighten, customers shift, and deadlines close in. Yet, marketers have a superpower: like Superman’s X-ray vision, we see through constraints to the core idea. That is the essence of our craft – not waiting for perfect conditions but delivering breakthrough concepts right here, right now. So I loved this lesson in a rec…

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B2B SaaS Marketing: No progress after Series A without product marketing (episode #148) 56:51

5M ago56:51

56:51

Let’s step into these shoes for a minute. You’re the sole marketer at a B2B startup. You’ve been hustling, pitching investors, and finally you close your Series A. Suddenly, you have the budget to make real progress. What do you do next? Here’s the lesson that stood out to me in a recent guest application: “There is no real progress in marketing, e…

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Open-Source Start-up Marketing Strategy: Sometimes you need to poke the snake (episode #147) 1:01:10

6M ago1:01:10

1:01:10

I love the movie City Slickers. If you’re unfamiliar, Billy Crystal is a Manhattanite, has a midlife crisis, and goes out West on a cattle drive to try to figure life out. Spoiler alert, the crusty old cowboy teaches him that the secret to life is – ‘One thing. Just one thing. You stick to that and everything else don’t mean shhh…” Well, you get th…

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How to Build Reddit and Discord Communities That Drive Sales: Music industry secrets that work for any business (episode #146) 40:14

6M ago40:14

40:14

Instead of burning budgets on Facebook ads, Talya Elitzer, CEO, Overmind Merchandise [https://www.overmind.co/], grows global merch sales with just seven employees by building worlds, not products. In this episode, she reveals the underground community-building strategies that transformed grassroots buzz into international demand. Hear her playbook…

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Customer Experience: Great experiences are invisible, but they require relentless alignment (episode #145) 52:07

6M ago52:07

52:07

“Don’t tell me the moon is shining; show me the glint of light on broken glass.” That is a famous quote from Anton Chekhov, and it has informed everything I personally do in writing and marketing. And it’s why I was so excited to read a podcast guest application that referenced the famous writer’s maxim I’ve lived my career by – show, don’t tell. T…

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Telecommunications Marketing: Marketing is the chief customer advocate (podcast episode #144) 42:16

6M ago42:16

42:16

Yes, the Super Bowl ad. How exciting. The experiential activation with the major influencer. The new branding campaign roll out. So wonderful. But don’t stop there. You could have the most compelling and creative ad campaign, but if you don’t optimize for every customer touch point, you are undercutting the expectation you have built for the custom…

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Trade Association Branding: Formalize the brand and consistency will come (podcast episode #143) 1:04:11

7M ago1:04:11

1:04:11

It’s a noisy world out there. So anytime you have that most valuable of things – a small window into your ideal customer’s attention span – are you clear and memorable with your value proposition? Of course, that is all the more complicated by the fact that the small window of attention isn’t only when they see your big TV campaign or whatnot, it c…

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Brand Builder: Be human first – people drive brands (podcast episode #142) 43:23

7M ago43:23

43:23

Data-driven marketing. That is an oft-repeated phrase in our industry. It’s hard to find a LinkedIn profile that doesn’t make a claim of being a data-driven marketer these days. And while data is helpful, it’s not the only thing that should drive you, my next guest says. Be human first, because people drive brands. To hear that lesson, along with m…

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Marketing for Business Services: When the world changed, so did we (episode #141) 37:28

7M ago37:28

37:28

Timing is key to successful marketing. If you broke it down, that’s probably a third of it. Right offer to the right prospect…at the right time. But how well do you focus on timing for your personal brand in your own career? You can hear ideas for that from this episode’s guest – she said one of the key lessons in her career is ‘know when it’s time…

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Marketing & Communications: It’s important to ‘take a beat’ (podcast episode #140) 1:02:11

7M ago1:02:11

1:02:11

If there’s one word that defines what I’ve seen in the marketing industry in my career, it’s ‘acceleration.’ When I started, I was writing print ads in The Wall Street Journal for clients all over the country. So the deadline was when FedEx came to our building…or if we were really pushing it, FedEx’s deadline at the airport. This created a natural…

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Influencer Marketing: Focus on one thing (episode #139) 50:04

8M ago50:04

50:04

As an entrepreneur, as a marketer, the world is conspiring to grab your attention and distract you. For example, when I started in this career, there were really only a few channels you could go to. Newspaper. TV. Radio. Direct. Maybe outdoors. Now, that number has exploded. Just one example of how many things you could possibly do with your busine…

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Creative Marketing Leadership: Strike a balance between management and production (podcast episode #138) 43:15

8M ago43:15

43:15

Career growth is a funny thing. That is the goal after all right? Junior copywriter, Senior copywriter, creative director, etc.? We all want a career path. But that journey towards something – often people leadership – can also pull us away from something else. And it can be the thing we were most passionate about and got us into this industry to b…

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Authentic Brand Transformation: To build a brand that lasts, consider rebranding a team sport (episode #137) 51:43

8M ago51:43

51:43

I’ll tell you what happened in my career before. Maybe you’ve been there, too. There’s a sponsorship, sometimes a fairly high-profile sponsorship, and I have gotten asked to write it about it in an ad or email…but, there wasn’t really a strategy. That is not the way to get the best ROI, the most juice for the squeeze. Sponsorships truly succeed whe…

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Cybersecurity Marketing: You don’t need to scare people to sell them security (episode #136) 1:13:10

8M ago1:13:10

1:13:10

FUD. Fear, uncertainty, doubt. I first learned about this sales and marketing tactic – which is aimed at influencing perceptions by highlighting potential negative outcomes – early in my career when working with big tech companies. An example – nobody ever got fired for buying IBM. Then later in my career when I worked with cybersecurity companies,…

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DTC Ecommerce Digital Marketing: Sell outcomes, not products (episode #135) 1:00:53

9M ago1:00:53

1:00:53

The artificial intelligence revolution is upon us. Today we see AI doing everything from taking orders in a drive-thru to serving as a pseudo boyfriend or girlfriend. But, according to my most recent guest, more importantly – AI boosts revenue. To hear the story behind that lesson, along with more lesson-filled stories, I talked to Dario Markovic, …

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Security Marketing: Customers will tell you how to market to them if you ask them (episode #134) 53:54

9M ago53:54

53:54

There are always tough times as you build and grow a startup. So how do you keep a team going when times are tough? ‘Culture is the glue’ my next guest says. To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Dawn van Hoegaerden, CMO, DefectDojo [https://defectdojo.com/]. She is building out the marketing …

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Analytics: Driving business value matters more than perfect models (episode #133) 37:49

9M ago37:49

37:49

Want to move up in your organization? Here’s the best advice I’ve gotten in my career – ‘train others to replace you.’ Hey, it’s a bit scary. If others can replace you, it’s easy to fire you, right? However, if you’re truly providing value, once others can do your current tasks, it also makes it possible for you to move up to the next level in your…

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DTC Ecommerce: Your worst friend is still better than your best marketing (episode #132) 46:46

9M ago46:46

46:46

I realize everyone who listens to How I Made It In Marketing is not a marketer, per se. Entrepreneurs also listen. Not native to our industry, so to speak, but you still need to know it well enough to get customers…so you can run your business and do whatever it is that you really are passionate about. Well take heart in a lesson from my next guest…

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Premium Consumer Goods & Luxury Retail: Happy makes money (episode #131) 1:09:09

9M ago1:09:09

1:09:09

Perception changes everything. Think about many of the chores your customers endure in their lives. Or you do personally. The perception of a chore is not positive, right? Take shaving – dragging a sharp metal object across your face every morning to meet societal norms…sometimes even drawing blood. Ouch. Literally. So how do you turn something lik…

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Marketing Campaigns: Lose the brand ego and lean into humility (episode #130) 44:37

10M ago44:37

44:37

Would you ever launch a campaign celebrating your brand as second best? That’s exactly what Sandy Rubinstein did at Nick at Nite. I sat down with Sandy Rubinstein, CEO, DX [https://dxagency.com/], to discuss that story, and many more lesson-filled stories, in this episode of How I Made It In Marketing. DX is a 20-year-old company with $20 million i…

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Creative Social Media Marketing: When to break the rules (episode #129) 1:04:32

10M ago1:04:32

1:04:32

Sometimes we overlook the ends, because we’re so focused on the means. Today in marketing, that means can be algorithms and machine-built lookalike audiences and automations. But as our latest guest explained in her podcast guest application, all that technology doesn’t matter if you don’t focus on the right ends: “It's all about the story – and it…

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Business Strategy: How to win in a crowded market by serving your customer’s customer (episode #128) 45:00

10M ago45:00

45:00

How do you stand out in a sea of competitors when margins are thin and trends shift overnight? For Jaci Volles, the answer is: serve your customer’s customer – and innovate when the budget is tight. Jaci Volles, Chief Marketing and Strategy Officer at Jelmar [https://www.clrbrands.com/] shared the lessons and stories from her career journey in this…

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Marketing Strategy for Media: Listen first, sell second (podcast episode #127) 39:44

11M ago39:44

39:44

What if collaborating with a competitor could significantly boost your revenue? That’s exactly what Sagnik Roy, SVP at Times Internet [https://timesinternet.in/], did. In this episode, he shares how listening before selling and prioritizing soft skills reshaped his career. Times Internet has 571 million monthly users and a US audience of five milli…

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Integrated Marketing: Brands are built by how you show up every day (podcast episode #126) 33:33

11M ago33:33

33:33

To me, every customer touchpoint is a thing of value. And yet, some brands will pour millions of dollars into a Super Bowl ad while at the same time cutting customer service to the bone. Yet, both ads and customer service are valuable customer touchpoints. So I saw a kindred spirit when I read this lesson in a recent podcast guest application that …

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Marketing at 200 MPH: Sports sponsorship lessons from F1 & finance (episode #125) 55:44

11M ago55:44

55:44

Your first day at a new job. Sounds exciting, right? Now imagine it's at a major bank in crisis, fresh off a £40 billion taxpayer bailout. Oh, and you're in charge of sports sponsorships – an easy target for public outrage. That’s exactly where Louise Johnson found herself. What did she learn from that experience? 'You must be a master of yourself …

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Hands-on Leadership: Stay a ‘Player-Coach’ as long as you can (episode #124) 47:14

12M ago47:14

47:14

In marketing, it’s easy to become a manager and lose touch with the craft. Val Riley, VP of Marketing & Strategy at Unbounce [https://unbounce.com/], has embraced the ‘Player-Coach’ mindset, blending leadership with hands-on execution to stay relevant and drive results. I sat down with her to discuss how she learned that lesson, along with many mor…

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Social Media Marketing: Educate your executives (episode #123) 1:09:27

12M ago1:09:27

1:09:27

There’s a great Chris Rock bit where he says educational leaders lie to kids when they say kids can be anything they want. He says to – tell kids the truth, “You could be anything you’re good at. As long as they’re hiring. And even then, it helps to know somebody.” The good-at part, hopefully we help you with that everyday on MarketingSherpa. But t…

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TikTok Marketing: Why your accountant matters…a $300,000 wake-up call (episode #122) 40:26

1y ago40:26

40:26

“Incorporate lessons from others' mistakes into your business strategy.” I read this lesson in a recent podcast guest application and I thought, ‘well, that is actually a pretty good summary of what we do here on How I Made It In Marketing.’ You can tune in and learn from others’ mistakes so you don’t have to make them yourself. And, of course, the…

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Entertainment Industry Marketing: Never forget the independence of your imagination (episode #121) 1:12:21

1y ago1:12:21

1:12:21

Come with me if you will, for just a moment, to the small shtetl of Anatevka, in Tsarist Russia, the year is 1905, and we are in the barn of Tevye, a dairyman. In his reality, he is poor. But in his imagination, ah in his imagination, he is a rich man. I thought of that famous musical number when I read this lesson in a recent podcast guest applica…

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B2B Revenue Marketing: Be an uncertainty killer (podcast episode #120) 41:48

1y ago41:48

41:48

When this CMO's team proved her wrong about their ebook program, she didn't just accept it – she made them broadcast their victory to everyone. Hear that lesson – “let your team take a chance on testing it and prove you wrong” – and many more lesson-filled stories in my in-depth discussion with Susanne Rodriguez, Chief Marketing Officer, Auvik [htt…

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Building Brands: People and culture matter a lot, mentorship matters even more, product matters the most (episode #119) 45:57

1y ago45:57

45:57

We recently published data on interdepartmental collaboration by marketing teams [https://marketingsherpa.com/article/chart/interdepartmental-collaboration]. More leading marketing departments had a strong partnership with the product team than with any other internal team. But for the lagging marketing departments, strong partnerships with the sal…

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Go-To-Market Strategy: The voice of your customers should lead your marketing strategy (episode #118) 50:00

1y ago50:00

50:00

We’ve all seen it in the movies. A character has an invisibility cloak, or drinks a potion, or perhaps turns into a ghost. And then, oooh how tantalizing, they can see what goes on when they’re not around. Well as our latest guest explains it, we shouldn’t just think of that kind of moment as some sort of sci-fi fantasy. We should work as if we’re …

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Strategic Advertising and Marketing: It’s not what you make, it’s what you make possible (episode #117) 48:49

1y ago48:49

48:49

I would never read so much text. This is long and boring to me. Versions of this have been said to me throughout my career from designers. And not to pick on designers, but I really don’t care. Because they weren’t the ideal customer for the product. So of course they weren’t interested in the copy. Like my old boss Mike Morgan used to tell me – yo…

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