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Next up in our 'Questions With' series, we feature Toby Strangewood, co-founder of our marketing and communications business, Wake The Bear. Toby discusses the challenges faced by businesses, offers advice to founders on expanding their ventures, shares his favourite everyday tools, and more! #MiromaGroup #WakeTheBear #marketing #communications #startup #insight #entrepreneurship #thoughtleadership

Transcript

What are the common challenges businesses face when scaling and how can they effectively overcome them? I think as you scale, just the amount of optionality that you have just increases. And therefore what we need to do is help those businesses have a clear direction and be able to make decisions that are best suited to the business at that moment in time. Hi, my name is Toby Strangerhood. I'm one of the two cofounders of Wake the Bear, a marketing communications agency, and we're part of the Miramar Group. Where do you start when you're faced with a new client? Problem, I think the key is to define, I suppose the challenge statement. So for us to go therefore this means your challenge is this and have that as concisely articulated that the business agree and the business align on it. And then once you've got a really clear aligned challenge statement, then we can go into the process of then how do we solve that? What common mistake do you see business owners make when starting up? I think it's called product myopia where you're so focused on the product or the service and think. The value proposition potentially is more than it is. What we need to do is unpack that and understand what the customers and potential customers really care about and how do we articulate that. What advice would you give to founders as they scale up their business? I think the pressures and expectations change when you move into that scale up phase. So the advice for that I would give is to understand the dynamics of everyone that's involved in the business and also your tolerance, so the tolerance of them to grow because you may have massive aspirations that you had when you're a startup. When you've got more people on that journey, you need to bring them along with you. What's 1 tool you use every day at work that you couldn't live without? I'm gonna be really annoying. I'm gonna say my ears and my head and the skill that I bring to the business, Mr. and marketing business consultancy. So I need to listen to what people are saying. I need to translate it back to them, and then I need to engage my brain to go what's the So what? Therefore what the decisions we need to make, what the resources that need to be allocated. Can you describe your approach to solving problems in three words? I'll give the three words after context. What we'll do is we'll take a big problem. And we'll break it into solvable parts, which means that the business can take something quite amorphous or something it's really difficult. And you and we run as a Sprint and we solve those. And in each of those smaller kind of solvable parts, we'll define a line of action. And then we'll keep repeating that until those component parts solve a bigger challenge that we've got.

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