What does it take to build a category-leading company, exit, and then choose to do it all again… but on a bigger stage?

In this episode, I sit down with Frank Greeff, co-founder of Realbase (acquired by Domain) and now building Kinso, to unpack how he thinks, hires, communicates and builds momentum. This is a candid look at the systems, standards and decisions behind scaling companies, attracting exceptional talent and using personal brand as a genuine growth engine.

We talk through:

• Why he interviewed 110 engineers to hire five
• How founder-led content generated 11,000+ waitlist sign-ups
• What actually creates culture (and what kills it instantly)
• How to attract A-players without diluting standards
• Why teams only perform when they’re energised, not micromanaged
• Designing a life that supports ambition: family, fitness and focus
• The skills his kids will need in an AI-dominant world

Core ideas:

• Hiring is a benchmark game, not a box-ticking exercise
• Standards shape culture and they slip fast if you let them
• Personal brand multiplies distribution, trust and talent flow
• Presence matters more than pace
• Implementation beats information
• People stay when they feel they’re becoming someone better
• Documenting the build creates belief and momentum
• Human energy becomes the advantage as AI scales

Key timestamps:

3:00 Scaling Realbase to 400 staff

4:06 Why Frank chose to build again

5:28 The 110-interview hiring philosophy

9:12 What actually builds culture

28:33 The content engine behind Kinso

31:52 Why Kinso hires people who want to be on camera

40:35 Personal brand as leverage

42:25 Documenting the build

52:08 Skills the next generation will need

I’m on a mission to bring that global, collaborative founder energy to Australia. If something in this episode hit home, pass it on to a founder who’ll appreciate it, and share it on your socials @jennadaviesmarketing.

Connect with Frank:

Instagram: https://www.instagram.com/frankgreeff_/

Kinso Instagram: https://www.instagram.com/kinso.app/

Kinso: kinso.ai

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