In this episode, Sam Bell speaks with Karlie Cummins about saying yes before you have every answer, building trust through action, and growing a business that feels both effective and fun.
Karlie is the founder of Bali Buddies and Indo Buddies, two influential travel media platforms helping tourism and lifestyle brands reach Australian travellers through trusted storytelling, digital media, brand trips, PR, and strategic partnerships across Bali and Indonesia. Her background in education still shapes the way she leads, teaches, mentors, and builds.
Together, Sam and Karlie explore the accidental beginnings of Bali Buddies, the courage it took to move a family to Bali without a backup plan, the role of trust and generosity in business growth, and why fun is not a distraction from serious work but part of what makes it sustainable. The conversation also moves through online schooling, raising very different daughters, adapting through Covid, and using new technology with curiosity rather than fear.
This is a practical and energising conversation about backing yourself, learning in motion, and building a business and life that keep expanding.
This episode explores
• Saying yes before knowing exactly how
• Turning a passion project into a trusted media business
• Building trust with clients, communities, and tourism partners
• Moving a family to Bali and going all in on a new life
• Adapting business models through uncertainty and recovery
• Teaching, mentoring, and consulting as a through-line in Karlie’s work
• Using AI and new technology to work smarter
• Fun as a strategic choice in brand, team, and client experience
• Designing work that supports family life, adventure, and growth
Guest links
• Karlie Cummins: https://www.linkedin.com/in/karliecummins/
• Bali Buddies: https://balibuddies.com/
• Indo Buddies: https://indobuddies.com/
Chapters
01:34 From classroom teacher to accidental Bali business founder
05:07 The first paid client, clear communication, and backing yourself
08:18 Moving to Bali and nine years of expat life
10:48 Saying yes, figuring it out, and growing through action
13:11 Selling everything, moving a family, and going all in
15:29 Online schooling, family choices, and raising an academic and a hustler
17:03 The 12-year-old candle business and WhatsApp entrepreneurship
20:29 Family influence, multitasking, and being most like her dad
22:35 Building community and becoming known in Bali
24:28 Pandemic in Bali, helping hotels, and the long lead-up to growth
28:22 Learning new tech, using AI well, and staying curious
30:09 How Karlie likes to be seen: genuine, honest, and fun
31:00 Building a brand through parties, delight, and industry connection
34:11 Family, adventure, and moments that make the whole thing worth it
Explore further
Book a Lab: https://naturalgenius.com.au
Learn more about Sam: https://samanthabell.com.au
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About Natural Genius
The Natural Genius podcast explores how people discover and express their natural strengths, instincts, and contributions.
Through conversations with leaders, thinkers, builders, and practitioners across many fields, the podcast explores the signals that guide meaningful work and the choices that shape a life.
More at https://naturalgenius.com.au
Credits
Hosted by Samantha (Sam) Bell in Violet Town and Bali, 27 January, 2026
Produced at the Violet Town, Peregian Beach and Sunshine Motorway offices, 27 January - 25 March, 2026