In this episode of Beyond Growth, Reyan sits down with Kate Ware, founder of Made Great and a trusted strategic advisor to growing businesses and brands.

Kate takes us through the shift small and medium businesses have witnessed in marketing, from the early days of organic social and community building to the rise of AI, search disruption and commercial accountability.

Kate shares how her transition into social media during maternity leave led to managing online communities for brands such as Cadbury and Kmart, and the lessons that translate directly to SMEs today.

We unpack the shift from “likes and reach” to real ROI and outcomes, and how smaller businesses can leverage smarter strategies without huge teams or budgets.

Kate walks us through the impact of generative AI on search behaviour and conversions, including a real world example of a client who experienced an 80 percent drop in organic search traffic.

We discuss how tools like ChatGPT are reshaping marketing roles, and how SMEs can use AI to increase visibility, improve content and stay competitive, rather than get left behind.

We also explore leadership branding and why trust in individuals now outweighs trust in corporate brands. Kate shares practical advice for business owners who want to grow their presence online, communicate more authentically and step confidently into thought leadership without feeling like they have to manufacture a persona.

Kate offers candid insight into her own rebrand, the fears and disruption caused by AI, and what led her to her next chapter as a fractional CMO supporting growing businesses.

If you are an entrepreneur, business owner or leader growing an SME and want clarity on how to navigate AI, brand visibility and modern marketing, this episode gives you strategic guidance, practical direction and reassurance that the future belongs to those who adapt and lead intentionally.

You can connect with Reyan Fernando here:

• ⁠LinkedIn
• ⁠⁠Website⁠

This episode was proudly brought to you by the ⁠Geelong Chamber of Commerce⁠

Join us for a very special episode featuring three winners from the 2025 Geelong Business Excellence Awards hosted by Melanie Turnbull from the Geelong Chamber of Commerce.

On this episode, she speaks to:

• Shannon Kennedy (Kennedy's Group) - 2025 Business of the Year
• Aamir Qutab (Enterprise Monkey) - 2025 Business Leader of the Year
• David Greenwood (CentreStage) - 2025 Young Entrepreneur of the Year

They share their inspiring entrepreneurial journeys, discussing purpose-driven leadership, building strong cultures, overcoming adversity like financial crises, and the critical role of AI in future business success. Discover their visions for growth, resilience, and community impact in Geelong.You can connect with Reyan Fernando here:

• LinkedIn
• Website

Join Reyan as he chats to George Hagivassilis, Chief Commercial Officer at Tekspace, shares his unique career journey and the strategic pivot that transformed Tekspace from an MSP into a leader in cybersecurity solutions.

Discover how empathy drives design, leadership, and marketing, and delve into the dual impact of AI – from enhancing security tools and internal operations to raising critical questions about the future workforce.

George also discusses the pivotal role of the Entrepreneurial Operating System (EOS) in navigating significant business change and the importance of mental health initiatives like 'Without Fear.'

This episode offers a compelling look at growth, innovation, and human connection in a rapidly evolving tech landscape.

Connect with George on LinkedIn

Connect with Reyan on LinkedIn

This episode is brought to by Geelong Chamber of Commerce

How do you turn payroll, one of the least glamorous parts of business, into a brand that people actually get excited about?

In this episode, we sit down with Ren Wackett (National Sales and Partnerships) and Doménica Tufiño (Digital Marketing Specialist) from Microkeeper, the Geelong-based tech company redefining what it means to stand out in software. They share how a mix of smart strategy, bold creativity, and a people-first mindset has fuelled their remarkable growth.

You’ll hear how they:

• Created a powerful sales–marketing partnership that cut ad spend by 75% while accelerating growth.

• Built a “Geelong first” strategy to grow a regional tech powerhouse with national reach.

• Hire for character over talent, keeping human connection at the heart of a digital world.

• Took courageous personal leaps, from a 13-year pro sports career to starting fresh in Australia and what that taught them about leadership and resilience.

This episode is a masterclass in brand building, culture, and growth-proof that even in the world of payroll, the “wow factor” comes from the people behind the tech.

You can connect with Reyan Fernando here:

• LinkedIn
• Website

This episode was proudly brought to you by the Geelong Chamber of Commerce

Could your business keep growing if you took a month off? Or would everything grind to a halt without you?

In this episode, we unpack The Holiday Test, the ultimate measure of business freedom, with Stephen McHenry, founder of McHenry Partners. Drawing on three decades of experience helping small and medium-sized businesses thrive, Stephen shares a clear roadmap for building a business that works for you, not the other way around.

You’ll learn:

• The three stages of business growth: from self-employed to operator to investor.
• How to design a business that passes the Holiday Test; thriving even when you’re away.
• Lessons from Jim Collins’ Good to Great, including how to find your “Hedgehog Concept.”
• Why quarterly planning and accountability are the keys to consistent execution.

Five practical levers to grow gross profit without just cutting costs.

If you’ve ever dreamed of stepping back without everything falling apart, this conversation will show you how to make it happen , one deliberate step at a time.

Connect with Stephen Henry on LinkedIn here: https://www.linkedin.com/in/stephen-mchenry-b1633264/

Find out more about McHenry Partners here: https://www.mchenry.com.au/

Connect with Reyan Fernando on LinkedIn here: https://www.linkedin.com/in/reyanfernando/

Find books mentioned on this Podcast here.

What if your brand had nothing to do with your logo? In this powerful chat, Brand Counsel, Michel Hogan, flips the script on what branding truly means.

She argues that a brand isn’t a campaign or a colour palette, but the sum of promises kept and the quiet, unheroic work that builds trust every day.

Tune in to explore how to close the story–reality gap, live your values with integrity, and build a culture so real it speaks louder than any marketing.

A refreshing, down-to-earth take on purpose, authenticity, and the kind of brand confidence that lasts.

Here are the links to all the books and podcasts we mentioned:

Good to Great by Jim Collins

Leadership and the New Science by Margaret Wheatley

For Common Things by Jedidiah Purdy

Myth of Excellence by Fred Crawford

Liz Gilbert on Purpose Anxiety, Tim Ferris Podcast

DeepWork by Cal Newport

Empire of Ai by Karen Hao

Alaine de Botton Podcast Interview

You can connect with Michel Hogan on LinkedIn here.

You can connect with Reyan Fernando on LinkedIn here.

www.reyanfernando.com.au

In this episode, Jeremy Crawford, CEO of the Geelong Chamber of Commerce, shares his unconventional path to leadership; one shaped by years of navigating chaos, crisis, and community in high-pressure environments.

From flash floods at a racecourse to emergency air-conditioning runs at the Grand Prix, Jeremy’s “hospitality war stories” aren’t just entertaining, they reveal the foundations of calm, quick, and compassionate decision-making under pressure. Those same principles now guide his work leading the Chamber through a period of transformation.

Jeremy opens up about what it takes to modernise a business chamber in a city where 97% of companies are small to medium enterprises.

He discusses the adoption of the Entrepreneurial Operating System (EOS) to bring structure, clarity, and accountability to his leadership team and how empathy and systems can coexist to build trust and traction.

The conversation dives deep into how the Chamber is reshaping its events and engagement strategy to prioritise genuine connection over numbers, and how Geelong can step into its potential as one of the world’s top 20 business cities.

Jeremy challenges the community to move beyond slogans and focus on a clear, measurable vision that drives growth, sustainability, and global recognition.

This episode is a masterclass in modern leadership; blending systems thinking, emotional intelligence, and regional ambition into a powerful blueprint for growth.

• Connect with Jeremy Crawford on LinkedIn
• Connect with Reyan Fernando on LinkedIn
• Geelong Chamber of Commerce: https://www.geelongchamber.com.au
• www.reyanfernando.com.au
• Find all books mentioned on this episode here.

In this episode, Reyan sits down with Luke Chaffey, founder of AIWise, to explore how AI is transforming the way businesses operate.

From his early days in web development to leading the charge in AI innovation, Luke shares practical insights on using AI to boost efficiency, cut costs, and unlock growth.

We unpack real challenges like shadow AI use, the risks of rushing in without strategy, and the steps organisations can take to integrate AI responsibly.

Whether you’re just starting your AI journey or looking to scale, this conversation will leave you with actionable ideas and a clearer vision for the future of technology in business.