Creative Mornings Melbourne Talk
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Kate Kendall shares lessons learned from growing The Fetch startup globally from its beginnings in Melbourne. Some key lessons include working on projects you're passionate about even while procrastinating (#4); understanding why people care in a noisy environment through marketing (#6); hiring slowly and being willing to fire yourself if needed (#7); and using social media authentically instead of focusing on putting on a show (#10). The document outlines Kate's journey building The Fetch community through curating events and conversations locally and globally.
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Creative Mornings Melbourne Talk
- 1. @katekendall // kate@thefetch.com // katekendall.com // #cmmelb
- 2. 10 Lessons From The Journey To Global Growth
- 3. Beta launched out of Melbourne in mid-2011
- 4. The Fetch uncovers your city by curating the best events, news, cool jobs and must-reads in one place.
- 5. // 1 // Work is life and life is work
- 6. Merge the two and save time ;)
- 7. // 2 // Boost creativity by being agile
- 9. // 3 // Remove comforts and define yourself then
- 10. Minimalism, Digital Nomad and MacBook Air Life
- 11. Connecting across the globe has become easy “cyborgs” Bad flight hacker!
- 13. // 4 // “The work you do while you procrastinate is probably the work you should be doing for the rest of your life.” ~ Jessica Hische
- 14. Studied science then fashion then marketing
- 15. Weekly Friday breakfast at 1000 £ Bend Connecting the community through coffee and conversation since 2009
- 17. // 5 // Do more using Lean Startup Methodology
- 18. Doers > talkers!
- 19. // 6 // Understand why people care in a sea of noise
- 20. Marketing isn’t a dirty word “Oh, look, a shiny object!” #attentionfail P.S. “Congratulating an entrepreneur for raising money is like congratulating a chef for buying the ingredients,” ~ Quirky’s Ben Kaufman
- 21. Community is so important! ✓ CMs often the first non-tech role at startups ✓ ~70 curators and ambassadors in our network ✓ Low-key tools – don’t let tech get in the way ✓ Aspirational – roles are often mentioned in LinkedIn and Twitter bios ✓ Balinese style: Family -> Village -> Community
- 22. Lifestyle Professional Positioning
- 23. “We’re not just a newsletter!” Storytelling: “The architect’s house...”
- 24. // 7 // Hire slow, fire fast – including yourself
- 25. We create roles where we’re self- sufficient
- 26. Automating, and scaling our product while being mindful of quality
- 27. // 8 // Know the place of “coffees”
- 28. Conversation verse consultation
- 29. // 9 // Beware of energy vampires
- 30. They ruin your creativity!
- 31. // 10 // Social media is fake!
- 32. Be vulnerable and authentic in a sea of other’s showreels
- 33. “In business as in life, you don't get what you deserve, you get what you negotiate.” ~ Dr Chester L. Karrass
- 34. Thank you! Any questions?
Editor's Notes
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- – Hated socialising and small talk (aka “what do you do?”)\n– Networking is so ‘80s – it’s about friendships\n– Relationships are for life – people change jobs often\n– Emotion is what makes the world go around Dan Pink found money doesn’t motivate us to perform better, instead emotions do.\n– Work long hours – natural tendency to spend time with people you like\n– You can be a jerk if you’re very very good at what you do\n– The death of the separate Twitter account for work\n– Trust\n\n\n
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- – First learnt about it when I started leading a dev team\n– Iterations – perfect for the perfectionists\n– Take small steps to move mountains – we would never be in ten cities if that was the plan from day one\n– Fluidity – change is good! No red tape – push changes live\n– Death of the five year life plan (and also the 50-page communication plan)\n– Got to be opportunistic and responsive (you can’t schedule content and forget about it)\n
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- – In 2010, I was so sick of staring at my ceiling – quit my job and went to SF “If you never go, you’ll never know”\n– In 2011, I sold 85% of my possessions\n– No job, no stuff – what does your ego get propped up by? No business card to hand out. You can just be you. \n
- – Always find it funny that the centre of maps changes where ever you are in the world – Antartica in the middle would look pretty weird!\n– Used to make phone calls and send letters to research other cities – now I just tweet peeps\n
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- – Bachelor of Microbiology and Biotechnology (makes marketing seem like a walk in the park)\n– Prototype and explore by doing – you won’t be closer to what you want to do if you don’t take risks \n– Don’t sit around thinking about what you could do with your life \n– Or going back to study again and again\n
- – Social web and bringing people together\n
- – Digital director job meant I didn’t do as much writing or creating in my day, which I missed\n
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- – A process to create and ship something faster\n– The Fetch MVP – built a community and need over features – stopped feature creep\n– Testing and analytics – don’t make assumptions about your provide or service\n– Five whys \n– Death of the big idea\n– Continuos innovation\n– People ask for an iCal feed – no we don’t want to spam your calendar\n– We get 45% plus average open rates across the board and 55% click through\n\n\n
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- – Every day people with top teams, loads of resources and the distribution network are launching stuff – too much noise. \n– People turning off and waiting for word of mouth and peer-to-peer recommendations from friends\n– In the US, marketing is an esteemed and professionally regulated role\n
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- – Don’t waste time trying to make it work\n– Self sufficiency doesn’t scale\n– You work At Will in the US\n
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- – Don’t do coffee if there’s no point (unless your exploring/prototyping)\n– Conversation verse consultation\n– Introverted lamb being ripped apart at networking events\n– Walking publicity machine\n
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- – Old friends\n– Take, take, takers\n– Create a support network\n– Discover what you need help in\n– People who don’t let you be you\n
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- – Social is about conversations, community is about relationships\n
- – Christine Tsai\n– Control what you can\n– Ask for things (I was Mary in the nativity play at primary school)\n– Complain and embrace conflict (break off that nice shell women!)\n– Stopped waiting for something to happen or someone to give you permission\n– Keep moving and don’t look back \n\n
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