Notes From The Executive

James Hurman was named the world's best strategic planner. He is the founder and chair of Previously Unavailable, the Auckland venture company behind Tracksuit and AF Drinks, and the author of Future Demand. His argument: advertising doesn't cause sales, it decides which brand wins them.

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We put that to work at NZ scale: a business under $1 million, a $20k marketing budget split the way his data says, how James sizes risk across his ventures, and the four habits of lucky people from his children's book The Boy and the Lemon.

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What I asked James: What framework for advertising do you swear by? Does brand building work for a business under $1 million? How should a small business split a $20k marketing budget? How do you assess risk across so many ventures? Why are some people luckier than others?

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Follow James: LinkedIn

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Leave me a review: Spotify | Apple Podcasts

Wonky Box, a NZ food rescue business spent nothing on marketing in its first year. It still reached more than 1,000 customers before paying for a single ad. Angus Simms explains how: a new grower's story every week, posted in local Facebook groups with no prices and no links.

Now the business is squeezed at both ends by freight levies, and Angus says fuel costs are no longer temporary. We also cover the proposed merger between two of New Zealand's three big produce wholesalers.

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Angus Simms co-founded Wonky Box with his partner Katie after a hailstorm in the Tasman marked a season of pears and apples. Before that he worked in finance in London.

Six years on, Wonky Box says it has 17,000 active subscribers, warehouses in Auckland and Christchurch, and more than 100 growers. It now sells meat, flowers and upcycled pantry goods alongside produce.

What I Asked Angus
👉 How did you get your first 1,000 customers without ads?
👉 How do you know a business idea will actually make money?
👉 How have you made it work with rising fuel costs?
👉 Should one produce wholesaler buy the other?
👉 What was your most costly mistake?

Follow Me
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Follow Angus
Wonky Box wonkybox.nz

Timestamps
00:00 Intro
04:10 Why isn't a subscription box for everyone?
06:21 How is a produce box different from a meal kit?
08:36 Why is NZ meat being sent overseas?
10:03 How do I spot a business idea in someone else's problem?
13:27 How much NZ food never gets eaten?
17:22 How do I know a business idea will make money?
21:10 How do I test a business idea with no budget?
22:33 Is a business incubator worth it?
25:25 Why set up a board of directors early?
29:24 How do I free up 40% of my week?
33:59 What do I do when outsourcing fails the first time?
36:07 How do I expand a business to a new region?
39:49 How big can a NZ subscription business get?
43:12 How do I get my first 1,000 customers without ads?
47:28 How does PR grow a small business?
50:05 Why does storytelling sell when customers can't choose?
55:10 What marketing actually moves the needle now?
59:10 What does the produce wholesaler merger mean for NZ?
1:03:22 Why is fresh produce consumption dropping in NZ?
1:05:16 How do I price a fixed box when costs change weekly?
1:09:28 How do rising freight costs hit a delivery business?
1:12:08 How do I plan for fuel costs that aren't temporary?
1:15:22 Why do early hires stop fitting the role?
1:18:00 What does one packing mistake cost?
1:19:37 Is now a good time to start a business in NZ?
1:21:16 Where to find Wonky Box

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For our podcast's second birthday I left the studio. I spent two days at the Franchise and Small Business Expo in Auckland and asked nine business owners one question. How are you making it work right now? One accountant says customers are going under. Another says the biggest shock is the first-year tax bill. A founder built an AI board of directors after her team was headhunted. A home staging business now does up to 60 houses a month.

Featuring Cassandra Cadorin (founder, CanTicket), Catherine Newton (business coach), Craig (director, Drone Boss), Dave Hayward (founder, Europa Creative Partners), Alick (head of growth, Thankyou Payroll), Asheel (accountant, PKF), Jaki (co-founder, Foxx and Filly Home Staging), Tim Waite (leadership coach) and Michelle (accountant, Money Savvy Move).

What I Asked
👉 Can a non-tech business owner build AI agents?
👉 What is the most common cause of bad cash flow?
👉 Is your first year in business tax free?
👉 Why is year two the hardest year in business?
👉 Can you build a successful life waking up at 8am?

Timestamps
00:00 Intro
02:32 What are the 7 levels of AI for business?
04:49 How does an AI board of directors run a business?
11:09 Can a non-tech business owner build AI agents?
17:29 How do I stop trading hours for dollars?
21:59 Why are NZ business owners afraid to be seen?
28:47 What is the difference between features and benefits?
33:54 How do I protect the first four hours of my day?
41:25 What if I could only sell one offer for 12 months?
44:39 Why start a drone business in NZ right now?
45:54 Why do some businesses grow and others stall?
48:22 How much can a drone contractor make?
50:04 Why is year two the hardest year in business?
51:24 What would you do differently starting a business again?
55:11 What is hope marketing?
57:10 What is the difference between brand building and sales activation?
1:00:06 Why does selling on price become a race to the bottom?
1:03:36 How do I get more people to open my newsletter?
1:11:56 How do I build an AI business brain in Claude?
1:12:45 How do I protect deep work time?
1:17:36 How can a payroll company run as a social enterprise?
1:21:00 What is steward ownership?
1:28:04 What causes most cash flow problems?
1:29:30 How do I make business decisions without emotion?
1:33:25 Can AI keep a small business alive?
1:36:01 How do I start a home staging business?
1:40:24 How do I build loyalty with referral partners?
1:42:23 When should I franchise my business?
1:46:43 How much does home staging cost in NZ?
1:52:42 Why do business owners avoid hard conversations?
1:56:19 Do successful people have to wake up at 5am?
2:04:15 Is your first year in business tax free?
2:04:59 How much should I set aside for tax?
2:06:58 When should I shut down a business that is losing money?
2:10:01 How do I stop big goals overwhelming me?

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What happens to a country that stops making things?

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Alan McDonald is Head of Advocacy at the EMA, New Zealand's largest business association, supporting employers and manufacturers since 1886. A former journalist, he has spent eight years on RMA reform and fronts the EMA's positions on the economy, infrastructure and energy.

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Recorded two days before Stats NZ released June quarter GDP, Alan predicted a rise of 0.1 to 0.2 percent on tape. The number came in at 0.2 percent. Unemployment sits at 5.6 percent, the highest since September 2015.

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What I Asked Alan
What are you expecting from tomorrow's GDP number?
Do you really think the City Rail Link will help Auckland businesses?
Why is unemployment worse in Auckland than anywhere else?
How serious is deindustrialisation in New Zealand?
What industries does New Zealand need to keep?

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Chapters
00:00 Intro
1:44 The GDP call
3:54 Christchurch vs Auckland
6:39 What's struggling right now
7:49 The City Rail Link
16:00 Unemployment at an 11 year high
18:03 Hiring sentiment
21:08 Why stability beats a winner
31:07 The workforce squeeze
44:00 Power prices, gas and hedging
49:17 The $60m cement deal
52:03 What NZ must keep making
56:39 Business confidence

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Follow Alan
https://ema.co.nz
[email protected]

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Follow Me
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Notes From The Executive is New Zealand's no-BS business podcast for owners of established companies who want to grow faster, protect their margin, and build something worth selling.

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Six New Zealanders who have used artificial intelligence in a real business. One made half a million dollars in eleven weeks with it.

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Watch The Full Episodes
Stanley Henry, I Used AI to Build a Business Brain: $500K in 11 Weeks youtube.com/watch?v=KA3uCXU794U

Perrin Rowland, The AI Skills Crisis New Zealand Refuses to Talk About youtube.com/watch?v=k5mC__tw15I

Marisa Fong, Scaling A Business Without a Degree (And Sell it After For Millions) youtube.com/watch?v=hhE_ZHgW4E4

Melissa Clark-Reynolds ONZM, NZ is About to Change: Here's What 2040 Really Looks Like youtube.com/watch?v=eolgsPKzOfE

Greg Cross, No Data Centres, No AI Economy? youtube.com/watch?v=z-kA_wT0kZw

Tim Warren, Forget AI Tools: Why Most NZ Business Owners Are Burning Cash youtube.com/watch?v=3yi9I05YBbw

Timestamps
0:00 Why does everyone else seem to be making money with this and I am not
0:45 How do I give artificial intelligence everything my business knows
3:55 How do I turn what I already know into something people pay for
7:16 Why is New Zealand so far behind on artificial intelligence
10:13 Why can't I charge what I used to charge for the same work
12:36 What do I tell my board about artificial intelligence
16:02 Why do most companies get nothing back from what they spend on it
17:43 How much should I actually spend on these tools
20:17 What has to sit at the centre of all of this

Follow Me
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Mina on Instagram instagram.com/minaamso
Mina on LinkedIn linkedin.com/in/minaamso

New Zealand owes $9.4 billion in overdue tax. 65% of it is small business. Why are business owners their own worst enemy when it comes to IRD?

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Dave Ananth is a tax lawyer and partner at Meridian Partners in Auckland. He spent years inside Inland Revenue on the prosecution team before moving to the other side of the table.

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He's negotiated a tax debt down from $400,000 to $210,000, and settled more than 400 student loan cases for Kiwis living overseas.

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His central point: unpaid GST and PAYE is a cash flow symptom, not a scam. By the time most business owners call him, it's already a six figure problem.

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What I Asked Dave
Is IRD too aggressive, or are NZ business owners genuinely bad with money?
What's the biggest tax debt you've ever negotiated down?
Why do so many people wait until it's a $400,000 problem?
Can IRD really stop you at the airport over a student loan?
If you were in charge of IRD, what would you change?

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Chapters
00:00 Intro
02:32 Why do NZ business owners owe $9.4 billion in tax?
06:37 What are the penalties for not paying PAYE in NZ?
09:16 Why don't business owners talk to their accountant before it's too late?
14:50 How much tax debt can force a business into liquidation?
19:33 Can you negotiate a lower settlement with IRD?
23:57 Why does IRD listen to some people and not others?
25:36 How does IRD handle cryptocurrency tax audits?
37:22 Who gets prosecuted by IRD and who gets a payment plan?
38:32 Why is student loan interest going up for Kiwis overseas?
41:23 How do you negotiate a student loan settlement with IRD?
42:10 Can IRD stop you at the airport for unpaid debt?
49:17 Is New Zealand its own worst enemy when it comes to tax debt?
50:04 How to fix New Zealand's tax debt system
52:42 Is IRD using third-party debt collectors overseas?
53:40 Dave Ananth: how to contact a tax lawyer for IRD debt

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Follow Dave
https://mplaw.nz/about-meridian-partners/dave-ananth/

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Follow Me
YouTube https://www.youtube.com/@NotesFromTheExecutivePodcast
Spotify https://open.spotify.com/show/4QgZGJdrnfjZ1sEm6MeGcp
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Instagram https://www.instagram.com/minaamso/
LinkedIn https://www.linkedin.com/in/minaamso

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Notes From The Executive is New Zealand's business podcast for owners who want the real numbers, not the theory.

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New Zealand owes $9.4 billion in overdue tax, 65% of it small business. If nz tax debt, ird negotiation, student loan overseas nz or small business tax nz is on your mind, this one's worth the 55 minutes. Grab my free list of NZ podcasts to get booked on: https://pwrfully.com/freepodcasts?utm_source=podcast&utm_medium=shownotes&utm_campaign=freelist

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New Zealand spends about as much on petrol and diesel as it earns exporting concentrated milk. Mike Casey says that money leaves the country, and most of it does not have to.

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He runs a cherry orchard in Central Otago on 21 electric machines, and a $50,000 diesel bill became a $25,000 revenue stream before financing costs. I asked him what the payback actually looks like machine by machine, what it cost to get there, and what a business owner with a leased warehouse and no roof access is supposed to do instead.

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What I Asked Mike
👉 How much money does New Zealand lose every year buying fuel from offshore?
👉 What did it actually cost to electrify 21 machines?
👉 What is the real payback period, machine by machine?
👉 What can you do if you lease your building and cannot touch the roof?
👉 Who should not do this?

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Timestamps
00:00 Intro
02:08 how does a business get paid for its power
09:49 what does it cost to electrify 21 machines
11:46 which machines save the most money
17:59 why stay on the grid if you generate your own power
20:01 how do solar unit economics compare to diesel
22:26 what is the real payback on solar and batteries
24:36 how do I get a bank to finance solar
26:08 what can I do if I lease my building
27:40 who should not electrify
54:22 how much money does a nine hectare orchard make
58:02 how much does New Zealand spend on foreign fuel
1:03:45 why can't small businesses get finance for solar
1:07:31 why is New Zealand behind Australia on rooftop solar
1:12:44 what would fix this for the whole country

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Mike Casey is chief executive of Rewiring Aotearoa and co-owner of Forest Lodge Orchard at Mt Pisa, between Cromwell and Wanaka. He co-founded GradConnection, an Australian student job board sold to SEEK in 2019, then moved home and planted 9,300 cherry trees with his wife Rebecca and business partners Euan and Rachel White.

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Follow Mike Casey
Rewiring Aotearoa https://www.rewiring.nz

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Follow Me
Mina on YouTube https://www.youtube.com/@NotesFromTheExecutivePodcast
Mina on Spotify https://open.spotify.com/show/4QgZGJdrnfjZ1sEm6MeGcp
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Mina on Instagram https://www.instagram.com/minaamso/
Mina on LinkedIn https://www.linkedin.com/in/minaamso

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Notes From The Executive is New Zealand's no-BS business and entrepreneurship podcast for owners of established companies who want to grow faster, protect their margin, and build something worth selling.

Data centres are not a technology story. Greg Cross calls them the infrastructure of the AI economy, in the same way dams and power lines were the infrastructure of the electrical one. His view on where New Zealand sits: very late to the party, with a pretty embarrassing record on infrastructure decisions behind us.

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Greg co-founded Soul Machines in 2016 with Dr Mark Sagar, the two-time Academy Award winner behind the facial animation work in Avatar and King Kong. The University of Auckland spinout raised more than US$135 million, about NZ$225 million, and worked with Pfizer, General Motors and the golfer Jack Nicklaus.

What I Asked Greg
👉 Is New Zealand already too late on data centres
👉 What does being late actually cost someone running a business here
👉 Are AI data centres going to make power more expensive for the average Kiwi
👉 Who owns your business data once it gets processed offshore
👉 Is AI really the reason big companies are laying people off

Follow Me
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Mina on Instagram instagram.com/minaamso
Mina on LinkedIn www.linkedin.com/in/minaamso

Follow Greg Cross
LinkedIn: Greg Cross NZ
Email: [email protected]

Timestamps

00:00 Intro
03:11 Did anyone see AI moving this fast
05:57 Why are data centres infrastructure and not technology
08:33 Why do we keep getting infrastructure decisions wrong
13:47 Are these data centres even serving New Zealand
15:45 Who owns your data in an AI world
23:20 How do you know your data is actually private
29:45 What did the Claude Fable block mean for New Zealand
34:13 What is the difference between paid AI and open source AI
37:12 What does all of this mean for a business owner
42:27 Who is paying for the AI arms race
46:23 Why are so many people scared of AI
49:05 How did a New Zealand company raise $225 million
52:07 What was Soul Machines actually building
59:07 Why does raising a lot of money not make you safe
1:10:43 Why did the company go into receivership
1:19:08 How do you make big decisions without all the facts
1:26:07 Why are New Zealand companies so risk averse
1:37:00 How is the New Zealand economy actually tracking
1:43:49 Is AI a growth tool or a cost cutting excuse
1:48:39 How to contact Greg Cross

Mike Ponsonby is a business broker with Kakapo Business Sales. He did the same number of transactions in the first six months of 2026 as he did in all of 2025. He calls it a once in a decade year. Of his first ten deals this year, eight went to people who already owned a business. Two went to first time buyers.

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Follow Me
Mina on YouTube youtube.com/@NotesFromTheExecutivePodcast
Mina on Spotify open.spotify.com/show/4QgZGJdrnfjZ1sEm6MeGcp
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Mina on Instagram instagram.com/minaamso
Mina on LinkedIn www.linkedin.com/in/minaamso

Follow Mike
kakapobusiness.co.nz/team/mikeponsonby

Timestamp

0:00:00 What happens if you buy the wrong business

0:01:38 Is it a good time to buy a business right now

0:04:13 How long does it take to buy or sell a business in NZ

0:05:54 Why is it a seller's market coming out of a recession

0:06:34 Which size of business is hardest to buy right now

0:08:03 What kind of businesses are selling fastest

0:08:36 Which industries are safest from AI disruption

0:10:22 Why would someone sell a business that is making money

0:12:44 Can I buy a business in an industry I know nothing about

0:19:07 Who is actually buying businesses at the moment

0:22:48 When should I walk away from a business I want to buy

0:26:36 What does a good exit actually look like

0:28:37 How do I work out what a business is really worth

0:31:32 What does a multiple of earnings mean

0:34:37 How do I choose the right business broker

0:35:19 Why do two identical businesses sell for different prices

0:35:52 Why do experienced buyers keep winning the good deals

0:37:46 What must I ask before I buy a business

0:39:05 Why are retail and hospitality so hard to sell

0:42:01 How do I get the price my business deserves

0:43:22 How do I spot dodgy financials

0:46:13 What should I check about the seller

0:47:30 How long should the old owner stay on after the sale

0:50:03 How do I keep the staff after I buy a business

0:52:12 What kills a deal during due diligence

0:53:38 What is happening to NZ business sales in 2026

0:54:59 Is the baby boomer sell off actually happening

0:56:46 Why selling off market costs you money

0:57:09 How do I run the business and still get out and network

1:02:22 What do I do two years before I sell

1:03:43 How are fuel costs hitting NZ operators right now

1:04:28 Where to find Mike Ponsonby

I asked eight people whether New Zealand is actually broke, or whether that is a false narrative. They do not agree with each other, the question is, do you?

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Watch The Full Episodes

Phil O'Reilly ONZM youtu.be/smuSEOkp6lg
Damien Grant youtu.be/pz-btE8ge1M
Bernard Hickey youtu.be/BktT8wXe-2w
Nick Tuffley youtu.be/dS_qDECbCV4
Shamubeel Eaqub youtu.be/96TvHjL5a0M
Paul Spoonley youtu.be/ex4fQY5zDaA
Luke Kemeys youtube.com/watch?v=3y2CXX5Yx-A
Simon Bridges youtu.be/np6gYsXroLQ?si=Fo8TEyTS5Nk54fpW

Follow Me

Mina on YouTube youtube.com/@NotesFromTheExecutivePodcast
Mina on Spotify open.spotify.com/show/4QgZGJdrnfjZ1sEm6MeGcp
Mina on Apple Podcasts podcasts.apple.com/nz/podcast/notes-from-the-executive-podcast/id1584949377
Mina on Instagram instagram.com/minaamso
Mina on LinkedIn www.linkedin.com/in/minaamso

Timestamps

0:00 Are we actually broke as a country
1:27 What is the myth New Zealand keeps telling itself
1:42 How bad is this compared to the global financial crisis
2:53 How is an 18 year old making $30,000 a month in a dead economy
5:34 Why is this still a housing market with bits tacked on
6:20 Is a real economy beyond housing just a myth
7:36 Why can I not buy growth companies on the New Zealand share market
8:34 What should be fixed first if you run a business here
9:29 Why can a business only borrow against the owner's house
11:34 What do you do when you cannot pay the tax bill
14:38 How many New Zealanders are actually leaving
15:06 What is going to quietly break first
18:07 Should you still start a business in New Zealand
19:00 How do you grow when the economy is not growing
21:00 How do you plan when no forecast can be trusted
22:03 What three things should you focus on this year
23:42 Why one father tells his own daughters to leave

Nick Tuffley is Chief Economist at ASB.
Shamubeel Eaqub is Chief Economist at Simplicity.
Bernard Hickey is an economist and journalist at The Kākā.
Phil O'Reilly ONZM is Managing Director of Iron Duke Partners.
Damien Grant is a liquidator at Waterstone Insolvency.
Paul Spoonley is Distinguished Professor Emeritus at Massey University.
Luke Kemeys is a director and accountant at Next Advisory.
Simon Bridges is Chief Executive of the Auckland Business Chamber and a former Minister of Energy.