The Growth Equation

What happens when your business grows faster than your systems can support?

In Episode 83 of The Growth Equation, Tristan Wright speaks with Craig Lawrence, Head of Marketing and Operations at Admosis and owner of Dogged Agency, about the lessons he's learned from scaling too quickly, building better processes, and adapting to the rapid changes AI is bringing to digital marketing.Craig has spent 16 years working across digital marketing, including Google Ads, web development, SEO, organic social, automation, and marketing technology.

That broad experience has helped him move from hands-on channel delivery towards the strategic work he enjoys most: understanding the data, identifying opportunities, and helping businesses make better decisions.

But his journey into business ownership also came with a difficult lesson. After winning several substantial client engagements, Craig brought in offshore support before his systems and processes were ready. He struggled to deliver the standard of service his clients deserved, and the business fell over within around four months.Rather than treating that experience as a verdict on his abilities, Craig used it as a lesson in what sustainable growth actually requires.The conversation then turns to AI and its impact on agency operations. Craig explains how automation and AI-powered tools can speed up delivery, improve responsiveness, and free up time for higher-value strategic work. But he also warns against accepting AI-generated answers without checking them, particularly when accuracy, data security, and client trust are at stake.

In this episode, you'll learn:

• Why Craig's early attempt to scale his freelance business fell over.
• What needs to be in place before you take on more clients and resources.
• Why strategy starts with knowing your target audience, offer, and unique value proposition.
• How AI and automation can improve agency speed and client experience.Why human oversight is essential when using AI for analysis, recommendations, and execution.
• How AI can free up time for higher-value strategic work.
• Why businesses need guardrails around AI use, accuracy, and data security.
• How to learn from business setbacks without making them part of your identity.

Craig's advice for business owners: Get clear on who you are, who you serve, what you offer, and the systems needed to deliver it consistently.Because sustainable growth isn't about taking on more work as quickly as possible. It's about building a business that can deliver on its promises as it grows.

Connect with Craig: Find Craig Lawrence on LinkedIn

AI is changing how businesses operate, but what happens when the work AI can automate is also the work traditionally used to train the next generation of professionals?

In this episode of The Growth Equation, Tristan Wright speaks with Matt Thomas of Stake Reputation about building a consultancy around experienced people, strategic thinking, and the human skills that technology cannot easily replicate.

Matt's career has taken him from professional opera singing into marketing, communications, public relations, and business ownership. That unusual journey shaped his understanding of empathy, audience perception, and the importance of seeing a problem from someone else's perspective.

When Matt launched Stake, he deliberately built a senior-led business. Rather than relying on a traditional agency model with junior staff handling much of the delivery, he focused on experienced professionals who know what questions to ask, how to exercise judgment, and how to understand what clients actually need.

The conversation also explores the practical realities of running a small consultancy, from managing cash flow and payment terms to learning how to use AI effectively without compromising quality or confidentiality.

Matt raises an important question for the future of work: if AI takes over many entry-level tasks, how will the next generation develop the judgment and experience needed to become experts?

In this episode, you'll learn:

• Why Matt moved from professional opera singing into marketing and communications.
• How empathy can strengthen brand strategy, reputation management, and client relationships.
• Why Stake was designed around senior expertise rather than a traditional junior-heavy agency structure.
• Where AI can accelerate content production—and where human review remains essential.
• Why good prompting requires clear instructions, context, and ongoing refinement.
• The challenge of training professional judgment when AI handles more entry-level work.
• How cash flow, payment terms, and early business decisions affect small consultancies.
• Why business owners need a network of peers who understand the challenges of running a company.
• How to embrace AI while protecting confidential client information.

A key takeaway: AI can help businesses do more, faster. But sustainable competitive advantage comes from knowing what matters, asking better questions, and applying the experience to make the right decisions.

Connect with Matt Thomas: Find Matt on LinkedIn by searching for Matt Thomas and Stake Reputation.

What happens when building a business starts costing you more than it's giving back?

In this episode of The Growth Equation, Tristan Wright sits down with Joshua Griffin, co-founder of Intrinsy, to discuss the difficult lessons behind his entrepreneurial journey—from growing an e-commerce business to experiencing burnout, financial pressure, and the decision to start again.

Joshua's first business grew from a small bedroom operation into a warehouse-based e-commerce business. But as the business expanded, so did the responsibilities. Joshua was managing everything from marketing and sales to packing orders, customer service, and fulfilment. At one point, he was working 16-hour days, six days a week, while also taking on delivery shifts to keep the business afloat.

Eventually, the pressure took a toll on his health, and he realised the business had become too dependent on him.

After stepping away, Joshua returned to the industry, worked alongside his future co-founder Dan, and eventually launched Intrinsy. This time, he applied the lessons he had learned—building around complementary strengths, tracking business performance, creating systems, and using AI to reduce repetitive work.

Today, Joshua and Dan have developed a full-stack digital agency that focuses on sustainable recurring revenue, stronger client relationships, and growth without unnecessary complexity.

In this conversation, Joshua opens up about the realities of burnout, the importance of having someone to share the entrepreneurial journey with, and why sustainable growth isn't necessarily about building a bigger team.

• How Joshua found his way into entrepreneurship through e-commerce and print-on-demand.
• Why early business growth can create financial and operational pressure.
• What happens when a business becomes too dependent on its founder.
• How working 16-hour days and managing every part of the business contributed to Joshua's burnout.
• Why walking away from a business can sometimes be the right decision.
• How Joshua used the lessons from his first business to approach his next venture differently.
• Why having a co-founder with complementary skills can reduce the workload and stress of running a business.
• How tracking metrics like sales conversions, churn, and customer retention can help guide business decisions.
• Why adapting your offer and pivoting based on customer needs is important for sustainable growth.
• How AI, automation, and SOPs can help small teams operate more efficiently.
• Why increasing recurring revenue doesn't necessarily mean increasing headcount.
• How building stronger client relationships and focusing on the right customers can support long-term growth.
• Why having a trusted business partner, coach, or mentor can make entrepreneurship less isolating.

00:47 – Meet Joshua Griffin

03:14 – ADHD and the Entrepreneurial Journey

05:57 – Getting Started in E-commerce

07:16 – Learning Marketing on the Job

08:21 – From a Bedroom Business to a Warehouse

10:03 – When Growth Turns Into Financial Pressure

10:30 – The Cost of Being the Whole Business

11:30 – The Physical and Emotional Impact of Burnout

12:30 – Knowing When to Walk Away

13:47 – Starting Again With a Different Perspective

15:00 – Building a Business Around Recurring Revenue

16:00 – Finding the Right Business Model

18:36 – Using Data to Make Better Decisions

20:27 – Building a Two-Person Team

21:00 – Learning to Sell

22:36 – Moving Towards Higher-Value Clients

23:28 – The Value of Showing Up for Clients

24:59 – Using AI to Create Capacity

25:17 – Building SOPs for Sustainable Growth

26:49 – Increasing Revenue Without Increasing Headcount

27:27 – Building Demand and Managing Capacity

28:41 – Finding the Right People Around You

30:58 – Entrepreneurship Is Not an Overnight Success

31:07 – Connect With Joshua Griffin

Guest: Joshua Griffin

Company: Intrinsy

LinkedIn: Search for Joshua Griffin / Joshua Lloyd MD

Other Social Platforms: Joshua Griffin SEO

Subscribe to The Growth Equation for more conversations with entrepreneurs and business owners about the lessons, challenges, and decisions behind building sustainable businesses.

If this episode resonated with you, share it with another business owner who might need a reminder that they don't have to build their business alone.

What if building a successful business doesn't have to mean sacrificing the life you want?

In this episode of The Growth Equation, Tristan Wright sits down with Mary Ann Bautista, co-founder of TurboRank, to talk about building a business around your life, learning from past mistakes, and making space to step back from the day-to-day work.

Mary Ann started her entrepreneurial journey in 1998 after working in direct response marketing for major publishers and businesses. She eventually built Bautista Direct Marketing, where she developed deep expertise in direct response and later became an early adopter of YouTube as a marketing channel.

Her experience building that first business taught her an important lesson: it's possible to become so involved in the work that you lose sight of the business itself.

When Mary Ann and her co-founder Matthew Pierce launched TurboRank, they took a different approach. They reverse-engineered their goals, established clear targets around accounts, financials, profitability, and team size, and created plans to elevate themselves above the day-to-day operations.

In this conversation, Mary Ann shares what she's learned about designing a business that supports your life, measuring the business as carefully as you measure client results, adapting to the changing search landscape, and building a long-term authority asset through content.

Her biggest piece of advice is simple:

Pull your head up above the fray and look around.

• How Mary Ann’s career in direct response marketing led her to entrepreneurship.
• Why building a business that fits around your life can be a deliberate choice.
• How becoming too involved in the day-to-day can prevent business owners from seeing the bigger picture.
• The lessons Mary Ann took from building her first agency.
• Why she and her co-founder reverse-engineered TurboRank from their desired outcomes.
• Why setting goals isn't enough—you need to regularly check your progress against them.
• How creative business owners can use structure and measurement without losing their creativity.
• Why traditional direct-response marketing principles still have relevance today.
• How AI and changing search behaviour are affecting website traffic and content marketing.
• Why businesses shouldn't simply create content without understanding what their audience is actually searching for.
• The difference between paid media and building an organic authority asset that compounds over time.
• How Mary Ann and her business partner created clear expectations through their partnership agreement.
• Why stepping away from the day-to-day can help business owners make better strategic decisions.

00:00 – Meet Mary Ann Bautista

02:09 – Why TurboRank?

03:30 – Building a Business Around Family

04:50 – The Problem With Being Too Deep in the Weeds

05:57 – Learning to Delegate and Step Back

06:40 – Why Direct Response Still Works

07:31 – Reverse Engineering the Business

09:18 – Measure Your Business, Not Just Your Clients'

10:26 – How AI Is Changing Search

10:26 – Building Authority Beyond Your Website

12:50 – Stop Guessing What Content People Want

14:34 – Who TurboRank Works With

17:59 – From YouTube Agency to Authority Dominance

19:32 – Rented Attention vs. Compounding Authority

21:19 – Learning From the Difficult Moments

22:43 – Building a Strong Business Partnership

23:58 – Pull Your Head Up

24:44 – Connect With Mary Ann

Mary Ann Bautista

Co-founder, TurboRank

TurboRank: turborank.co

Email: [email protected]

LinkedIn: Mary Ann Bautista

YouTube: TurboRank

Subscribe to The Growth Equation for more conversations with business owners and entrepreneurs about building businesses that work and grow.

If this episode gave you something to think about, share it with another business owner who could use a reminder to pull their head up, step out of the weeds, and look at the bigger picture.

What if the problems other businesses are running from are actually the biggest opportunities?

In this episode of The Growth Equation, Tristan Wright sits down with Sheldon Wolf, entrepreneur, investor, and founder of Intellitary AI, for a fascinating conversation about building businesses, finding opportunities, and turning problems into profit.

Sheldon has spent more than three decades building businesses across real estate, finance, credit, e-commerce, and technology. His approach is simple but powerful: understand the customer, identify the problem, and work backwards from the result you want to achieve.

Sheldon shares how he built systems to compete against more experienced businesses when he was just in his twenties, why he believes companies should focus on customers rather than simply growing headcount, and how he used his experience in finance to transform a struggling mattress business into a highly profitable model.

We also explore the impact of AI and AI agents, why technology alone isn't enough to build a successful business, and how Sheldon is using AI to create new opportunities in the real estate industry.

If you're a business owner looking for a different way to think about growth, profitability, competition, and opportunity, this episode is packed with ideas worth considering.

• Why Sheldon believes business is a sport—and why he plays to win.
• How to build systems that allow you to compete against more experienced businesses.
• Why understanding your customer should come before building your product or technology.
• How Sheldon approaches problems by looking for the profit opportunity within them.
• Why businesses should focus on customers and transactions rather than simply increasing headcount.
• How AI agents can dramatically change the economics of a business.
• Why technology businesses still need to understand the industry and customer they're serving.
• How Sheldon transformed a low-margin mattress business through financing and customer economics.
• Why building a business backwards from the desired outcome can create a stronger model.
• The importance of protecting your investors and building a reputation for delivering results.
• Why loving what you do and striving to be the best can change the way you approach business.

00:00 – Meet Sheldon Wolf

01:20 – From Real Estate to Finance and Beyond

03:35 – Competing With More Experienced Business Owners

05:15 – Know Your Customer

06:15 – Customers vs. Headcount

08:45 – From 150 Employees to One

10:45 – AI Still Needs Humans

13:00 – Building Technology Around the Industry

15:30 – Turning Bad Times Into Opportunity

20:40 – Turning a Failing Mattress Business Into Profit

24:45 – There Are Multiple Ways to Make Money

26:15 – Hire People Who Can Make You Money

27:50 – Start With the End in Mind

29:30 – Build for the Long Term

31:30 – Business Is a Sport

31:45 – Love What You Do and Play to Win

33:20 – Connect with Sheldon Wolf and Intellitary AI

Guest: Sheldon Wolf, Founder of Intellitary AI

Website: Intellitary.com

Email: [email protected]

LinkedIn: Sheldon Wolf

If you enjoyed this episode, subscribe to The Growth Equation, leave a review, and share it with another business owner who could use a different perspective on turning problems into opportunities.

What happens when technology starts changing the very skills your business was built around?

In this episode of The Growth Equation, I sit down with Wes Towers, Founder of Uplift 360, a digital agency that has spent more than 20 years helping trades, construction, and industrial businesses grow.

Wes shares his journey from starting an agency in his early twenties to building a long-running business that has adapted through major shifts in technology, from dial-up internet to the rise of AI. We explore how artificial intelligence is changing the value of technical work and why Wes believes digital agencies will increasingly need to move towards consulting, strategy, and helping clients make better decisions.

We also discuss the power of niching, building effective offshore teams, creating strong SOPs, and staying nimble as technology continues to evolve. Wes explains why becoming highly specialised has helped Uplift 360 deliver value faster, build stronger client relationships, and create a more efficient business.

If you're a business owner wondering how AI will affect your industry—or how to make your business more valuable in a rapidly changing market—this episode is packed with practical insights.

• Why niching down can create more opportunities instead of limiting them.
• How AI is changing the value of technical skills and digital services.
• Why digital agencies may need to evolve from technical providers into strategic consultants.
• How Wes built and managed offshore teams across the Philippines and India.
• Why SOPs and consistent processes are critical when working with distributed teams.
• How becoming highly specialised helps businesses deliver value faster.
• Why business owners need to stay nimble as technology continues to evolve.
• How thinking like an entrepreneur can help you stay ahead of changes in your industry.

00:00 – Meet Wes Towers

01:40 – From Dial-Up Internet to AI

03:30 – Starting Uplift 360 in His Early Twenties

05:15 – Learning Business the Hard Way

06:45 – The Highs and Lows of Entrepreneurship

07:50 – How AI Is Changing Digital Agencies

09:00 – From Tech Provider to Strategic Consultant

09:10 – Building Offshore Teams

11:45 – Why SOPs Matter

12:40 – Letting Your Team Improve the Business

13:40 – Understanding the Human Side of AI

14:50 – A Simple Way to Get Better at AI

15:50 – Why Wes Keeps Building

18:30 – The Future Is More Human

21:50 – The Power of Niching Down

23:00 – How Niching Creates Better Results

24:40 – Wes's Advice for Business Owners

24:45 – Connect with Wes Towers and Uplift 360

Want to explore how digital strategy, AI, and specialised marketing could support your business?

Connect with Wes Towers through Uplift 360 at uplift360.com.au, where you can learn more about the agency and book a strategy call with Wes.

For the full conversation on AI, niching, digital agencies, and the future of business, listen to Episode 78 of The Growth Equation.

As AI reshapes the way businesses operate, many leaders are asking the same question: What role will humans play in the future of work?

In this episode of The Growth Equation, I sit down with David Coupland, Co-Founder of Born The Agency, to explore why creativity, curiosity, and human connection are becoming more valuable—not less—in the age of artificial intelligence.

David shares the story behind launching Born The Agency during the uncertainty following COVID, growing from two founders to a team of 20 across two offices in just a few years, and building an agency that challenges traditional industry thinking. We discuss the importance of protecting culture as you scale, hiring for capacity before you're overwhelmed, saying no to the wrong opportunities, and using AI as a tool to enhance creativity rather than replace it.

Whether you're leading a creative business, embracing AI, or simply trying to build a sustainable company with the right people and systems, this conversation offers practical lessons on creating long-term value without losing what makes your business unique.

• Why human creativity becomes more valuable as AI becomes more capable.
• How Born The Agency grew from two founders to 20 people in just three years.
• Why hiring before you reach full capacity creates healthier, more sustainable growth.
• How saying "no" can become one of your strongest commercial decisions.
• Why understanding cash flow is more important than simply winning new work.
• How to protect your culture as your business scales.
• Where AI creates genuine efficiencies—and where human thinking still wins.
• Why building a business should be an enjoyable challenge, not a constant struggle.

00:00 – Meet David Coupland

02:00 – Starting an Agency After COVID

04:00 – Leaving Secure Jobs to Start From Scratch

06:15 – Winning the First Clients

08:00 – Taking the First Hiring Risk

10:00 – Growing to 20 People

12:30 – Building a Sustainable Culture

15:00 – AI and the Future of Creativity

18:00 – Choosing the Right Growth Model

22:00 – Learning to Say No

25:00 – Cash Flow Over Revenue

28:00 – Navigating the 'Awkward Teenage Years' of Business

31:00 – One Final Piece of Advice

31:45 – Connect with David Coupland and Born The Agency

Guest: David Coupland, Co-Founder, Born The Agency

Website: https://borntheagency.com

Email: [email protected]

If you enjoyed this episode, subscribe to The Growth Equation, leave a review, and share it with another business owner who's navigating growth, embracing AI, or looking to build a business that puts people and creativity first.

What does it take to build a business that's valuable enough for someone else to buy, and strong enough to thrive after you're gone?

In this episode of The Growth Equation, I sit down with Tim Johnson, founder of Upraise PR, to unpack the 21-year journey of building, growing, and ultimately selling a successful public relations agency. Tim shares what he learned from surviving the dot-com boom and bust, starting from scratch without taking clients or staff, and gradually building a business that became an attractive acquisition.

We also dive into the less glamorous side of entrepreneurship—late nights, managing growth, evolving leadership, staying on top of your numbers, and preparing your business for life beyond the founder. Tim explains why every growing company eventually outgrows its structure, how empowering leaders allowed him to step away from day-to-day operations, and why understanding your ideal client is one of the most important decisions any business owner can make.

Whether you're just starting your business or thinking about an eventual exit, this conversation offers practical insights into building a business that's designed to last long after the founder steps away.

• Why every growing business eventually outgrows its organisational structure.
• How Tim built Upraise PR from scratch without taking clients or employees.
• The leadership lessons that helped him step back from daily operations.
• What buyers look for when acquiring a business.
• Why keeping a close eye on your numbers is critical to long-term success.
• How to prepare your business for an eventual sale—even if you're years away.
• Why defining your ideal client and niche creates a stronger, more valuable business.
• The importance of building systems and leaders who can operate without the founder.

00:00 – Meet Tim Johnson

02:10 – From Corporate PR to Entrepreneurship

04:10 – Starting Without Clients or Staff

06:10 – The Reality of Building a Business

08:00 – Creating the Right Environment for Growth

10:00 – Growing Beyond Twenty Employees

12:15 – Developing Leaders Instead of Managers

15:00 – Lessons From the Tough Days

17:10 – Preparing for an Exit

20:30 – Life After the Sale

22:30 – Advice for Business Owners

24:15 – Finding Your Ideal Customer

25:45 – Connect with Tim Johnson and Upraise PR

Guest: Tim Johnson, Founder, Upraise PR

Website: https://upraisepr.com

Email: [email protected]

If you enjoyed this episode, subscribe to The Growth Equation, leave a review, and share it with another business owner who's focused on building a business that creates lasting value—not just short-term growth.

What if the biggest threat to your family isn't the long hours you're working—but the business you've built to provide for them?

In this episode of The Growth Equation, I sit down with George Rivera, entrepreneur, business strategist, and founder of Founder Dad Tables, for a powerful conversation about redefining success. George shares the life-changing advice his father gave him just weeks before he passed away: "Don't miss Leo's games. I missed too many of yours." That single sentence reshaped George's priorities and ultimately changed the way he built his businesses.

Together, we explore why so many founders become trapped in businesses that depend entirely on them, how that pressure quietly follows them home, and why systems, delegation, and AI aren't just business tools: they're ways to reclaim time with the people who matter most. George also shares how scaling a business to nearly $50 million taught him that true success isn't measured by revenue alone, but by being present for life's most important moments.

If you're building a business while trying to build a meaningful life, this episode will challenge you to rethink what success really looks like, and what it's costing you.

• Why most founders don't have a time problem—they have a dependency problem.
• How to build systems that create freedom instead of scaling chaos.
• The life-changing lesson George learned from his father about being present.
• Why your family often gets what's left when your business gets your best.
• How delegation, documentation, and AI can help reclaim your time.
• The importance of designing a business that doesn't depend on you.
• Why seeking approval through your business can quietly damage your relationships.
• How to redefine success before it's too late.

00:00 – Meet George Rivera

01:45 – When Business Starts Costing Your Family

05:55 – From Teenage Entrepreneur to Multi-Million-Dollar Founder

06:35 – Why He Wanted to Burn It All Down

07:20 – The Dependency Problem

09:20 – Redesigning the Business for Freedom

10:30 – The Legacy Beyond Revenue

12:10 – Founder Prison and Breaking the Cycle

17:30 – Seeking Approval Through Work

19:20 – Scaling Freedom Instead of Chaos

24:10 – The Time Liberation Trifecta

27:10 – AI, SOPs, and Smarter Delegation

29:45 – One Final Reminder for Every Founder

30:40 – Connect with George Rivera and Founder Dad Tables

Guest: George Rivera, Founder, Founder Dad Tables

Website: https://founderdadtables.com

If this episode resonated with you, subscribe to The Growth Equation, leave a review, and share it with another business owner who needs the reminder that the greatest measure of success isn't just the business you build—it's the life and relationships you build alongside it.

What if building a successful business wasn't about hiring more people or chasing endless growth—but about creating a business that gives you the freedom to live life on your terms?

In this episode of The Growth Equation, I sit down with Dave Lawson, Founder and Creative Director of Design People, to explore his journey from award-winning advertising agencies to intentionally building a simpler, more sustainable business. Dave shares how years of long hours, burnout, and the pressure of managing teams led him to rethink what success really means.

We discuss the lessons he learned from working in London, building and rebranding his own agency, navigating business partnerships, surviving COVID, and making the bold decision to step away from managing employees in favour of a solo business model supported by trusted freelancers.

If you're a business owner questioning whether bigger is always better, this episode offers a refreshing perspective on designing a business around your strengths, protecting your wellbeing, and creating the freedom to do your best work—without sacrificing the life you're working so hard to build.

• Why bigger isn't always better when it comes to building a successful business.
• How burnout became the catalyst for redesigning Dave's business and life.
• The lessons Dave learned from leading teams, partnerships, and agency life.
• Why simplifying your business can increase creativity, flexibility, and fulfilment.
• How trusting your instincts can help you make better business decisions.
• The impact ADHD had on Dave's work and how a diagnosis changed his approach to business.
• Why choosing the right clients is just as important as winning new ones.
• How to build a business that supports your lifestyle instead of consuming it.

00:00 – Meet Dave Lawson

00:50 – Working in London

04:20 – Chasing Awards and Burning Out

06:00 – Leaving Agency Life

08:00 – Business Partnerships and Hard Lessons

11:20 – Starting Design People

12:50 – When Growth Creates More Stress

14:30 – Choosing Simplicity Over Scale

16:30 – Freedom, Flexibility, and Loving the Work Again

20:30 – ADHD and Entrepreneurial Focus

22:15 – Lessons He'd Do Differently

26:15 – Passion Before Profit

28:30 – Working with the Right Clients

31:00 – Advice for Small Business Owners

37:05 – Connect with Dave Lawson and Design People

Connect with Dave Lawson

Whether you're launching a new brand, refreshing an existing identity, or looking for a creative partner who values quality over quantity, Design People offers a highly personalised approach built on collaboration, trust, and craftsmanship.

Learn more about Dave and his work by visiting designpeople.com.au, or connect with him on Instagram (@designpeople) to explore his latest branding, hospitality, and creative projects.

For more insights on entrepreneurship, burnout, business simplicity, and designing a business that gives you more freedom, listen to the full episode of The Growth Equation with Dave Lawson.