CEO Communication Audit - Collis Ta'eed, Envato

CEO COMMUNICATIONS AUDIT
Collis Ta’eed, Envato
DRAFT FOR DISCUSSION

2
This audit has been prepared for Collis Ta’eed, CEO at Envato.
It is a broad review of CEO communications with the aim of building front-
of-mind thought leadership.
This audit reviews:
Current
communications:
Where you’re
starting from today
(from page 4)
How the market
thinks about you
and your business
(from page 6)
The key
fundamentals of
thought leadership
(from page 10)
Your current
narrative as
communicated to
market
(from page 16)
Prioritisation of key
audiences, themes
and topics
(from page 19)
Coherence of
content style,
language and tone
(from page 25)
Summary and recommendations (from page 29)

Introduction and overview
CEO Communication Audit - Table of contents:
Communications requirements differ substantially by stage of the
organisation and individual profile. We’re reviewing CEO communications
relative to current stage of the company and existing public profile.
1. Current communications – Where you’re starting from today.
• Quick CEO capability review across speaking, inbound (media), outbound
(publishing) and social channels
2. Current awareness and positioning - How the market thinks about you and
your business
• Benchmarking you vs. comparable organisations and leaders for current
awareness (and brand vs. CEO awareness)
3. Thought leadership fundamentals - Great CEO communicators are trusted,
interesting and visible
• Detailed review of five recent CEO communications for thought
leadership fundamentals (interest, trust and visibility)
4. CEO and company narrative - Identifying and strengthening your current
narrative
• Review of your current narrative as communicated to market
5. Stakeholder review and prioritisation - Identifying your key audience(s)
• Prioritisation of Envato’s different audience groups for CEO
communications
6. Topic prioritisation - Identifying the most important themes and topics to
communicate to stakeholders
• Defining broad theme/topic prioritisation based on audience group
prioritisation
7. Content analysis and recommendations - Reviewing the coherence of
language, tone and style
• Recommendations as to the tone and style of thought leadership content
to achieve best results
3
Envato Collis Ta’eed
Earlystage
Industryawareness
HighLow
Generalmarketawareness
HighLow
CEO –
Low
industry
awareness
Company –
High Industry
awareness
Current brand and CEO awareness:

1.  Current communications
Where you’re starting from today
4

CEO communications capability– Collis Ta’eed
5
Speaking capability

Why it matters? Speaking is the
bedrock of all communications.
Speaking capability is the foundation
on which all other channels and
mediums depend.

We start with a quick assessment of communications capability, across the four key communications
pillars for the modern CEO.
Rare Occasional Frequent
Frequency of speaking appearances:
Fundamentals:
Presents as enthusiastic and full
of energy:
Tells stories:
Is interesting (never boring):
Naturally uses facial expressions
and hands (isn’t stiff or wooden):
Uses a full range of emotions:
Controls the room / engages
the audience:
Uses humour appropriately:
Has vocal control and is
engaging to listen to:
Inbound (media) capability

Why it matters? Traditional PR skills still
matter. As the content creation and
consumption cycle accelerates, it’s critical
to deliver concise, clear, on-topic messages
for print, radio, TV and online publications.
Frequency of media appearances:
Fundamentals:
Has clear rationale for speaking
to the media:
Guides the journalist to what’s
really important:
Stays authentic, doesn’t change
speaking style for the medium:
Is visually engaging and
interesting to watch:
Is prepared. Knows the
questions that are likely to be
asked:
Comfortable and never
perturbed. Often having fun:
Maintains control and is not
reactive:
Outbound (publishing) capability
Why it matters? In today’s media
environment, every individual is a
publisher. Given the fractured media
landscape, it’s never been more important
to build a direct (owned) channel to
communicate to all key stakeholders.
Frequency of publishing:
Fundamentals:
Has built an engaged audience:
Publishes frequently to build
rapport:
Publishes proactively, not just
reactively:
Writes conversationally (doesn’t
use corporate jargon):
Uses descriptive, engaging
headlines:
Integrates multiple multimedia
(video, images):
Provokes discussion and
sharing:
Social (engagement) capability
Why it matters? Key stakeholders
(including customers, partners and
employees) increasingly expect to find
the CEO on social media. People
increasingly look to build trust in
individuals before brands.
Frequency of social engagement:
Fundamentals:
Active on LinkedIn, Twitter and
Youtube:
Provokes discussion:
Demonstrates curiosity:
Incorporates personal passions.
Talks about more than just work:
Connects to corporate
resources where appropriate:
Stays positive (doesn’t engage
with trolls):
Shows emotion:

2. Current awareness and
positioning
How the market thinks about you and your business
6

Where is Collis Ta’eed most commonly positioned at present?
7
On this slide, we’re looking to see how a broad
set of your stakeholders think about and position
Collis Ta’eed.
On the left, we’ve visualised individuals who
feature alongside Collis in prominent press
articles. Larger bubbles represent more frequent
mentions alongside Collis.
The group is large and relatively diverse, with
entrepreneurs from different countries and
different fields, investors and influencers all
represented.
Source: Google News Archives, Top 50 results (see page 33)

Where is Envato most commonly positioned at present?
8
Source: Google News Archives, Top 50 results (see page 33)
On this slide, we’re looking to see how a broad
set of your stakeholders think about and position
Envato.
On the left, we’ve visualised organisations who
feature alongside Envato in prominent press
articles. Larger bubbles represent more frequent
mentions alongside Envato.
From a broad stakeholder perspective, Australian
tech/creative start-ups are the most logical
comparables for Envato.

(32%, 46%)
(25%, 100%)
As a result, we’re benchmarking the following comparables
Melanie PerkinsMatt Barrie Scott FarquharCollis Ta’eed
Relative CEO and brand awareness:
Internal
metrics
LTM
revenue:
C. $50 M
Valuation: na
Employees: 260
External
metrics
Search
volume
(Brand)
16%
Search
volume
(CEO):
0%
Alexa rank: 1,141
Internal
metrics
LTM
revenue:
$26 M
Valuation: $456 M
Employees: 470
Internal
metrics
LTM
revenue:
$600 M
Valuation: $8bn
Employees: 1,988
Internal
metrics
LTM
revenue:
na
Valuation: $165 M
Employees: 177
External
metrics
Search
volume
(Brand)
25%
Search
volume
(CEO):
100%
Alexa rank: 827
External
metrics
Search
volume
(Brand)
32%
Search
volume
(CEO):
46%
Alexa rank: 1,513
External
metrics
Search
volume
(Brand)
100%
Search
volume
(CEO):
97%
Alexa rank: 428
50% 75% 100%25%0%
0%
50%
100%
75%
25%
Brand presence
CEO presence
(100%, 97%)
(27%, 0%)
CEO centric
Risks around succession
and long-term awareness
Brand centric
Not humanised, risks
around trust,
•  This chart benchmarks relative awareness for both brand and
individual CEO
•  All numbers are Google search volumes for “Organisation” and
“CEO name”. 100% represents maximum search volume for any
term over last 12 months.
Source: Annual reports, Google Trends (LTM max search volume), Alexa
We’re benchmarking the following comparables:
9

3. Thought leadership fundamentals
Great CEO communicators are trusted, interesting and
visible
10

Great CEO communicators are trusted, interesting and visible
3. Visible
1. Interesting 2. Trusted
2. Trusted
Signals we look for:
•  Shows appropriate vulnerability
•  Individually relatable
•  Consistently communicates the
same narrative over time
•  Connected to society as a whole,
not just the business
•  Has a clear purpose
See page 14 for a relative assessment
1. Interesting
•  Human first
•  Talks with full range of emotions
•  Tells stories
•  Short messages, consistent long-
term narratives
•  Talks about the future
•  Appropriate mix of crazy and
inevitability
•  Avoids robo-speak / corporate
language
3. Visible
•  Is accessible across a range of platforms
•  Addresses multiple audiences
•  Has public views on corporate, industry and
societal issues
•  Regularly quoted by third parties
Interesting and visible is a trap that
many politicians and CEOs fall into.
It’s relatively easy to build this
position with strong reactionary
positions.
Whilst this positioning does lead to
airtime and profile, it leads to very
little influence and action because
there’s no underlying foundation of
trust.
Trusted and visible is a position
that’s hard to achieve without
substantial conferred status and
trust (i.e. the position of Governor
General).
Anyone with this positioning will
always achieve stronger
communications performance by
being more interesting.
It has never been more important to get the right balance of interest
and trust. Old media PR strategies typically focused excessively on
interest factors, which translate poorly in an always on, authenticity
driven new media environment
11

Content examples we’ve analysed in depth
12
As a basis for this audit we’ve picked five typical market facing communications featuring or authored
by Collis.
This analysis is our basis for understanding current CEO communications to stakeholders (including
story, narrative and style)
The content we’re using in this audit:
•  Inspiring logo designs from
freelancers around the world
•  24 November 2016
•  https://envato.com/blog/
inspiring-icon-lettermark-
logo-designs/
•  Designing a website ten
years ago
•  22 August 2016
designing-website-ten-
years-ago-collis/
•  Widespread WordPress
plugins and themes security
vulnerability
•  23 April 2015
wordpress-item-security-
vulnerability/
•  Will the Internet replace
traditional education?
•  16 September 2012
•  http://thenextweb.com/
insider/2012/09/15/will-
internet-replace-traditional-
education/
•  Entrepreneurs of the year:
Collis and Cyan Ta’eed
•  17 October 2015
•  https://www.youtube.com/
watch?v=ofI0kpdKAIk

How Collis performs on the interest benchmark
Human first:
Talks with full range of
emotions:
Tells stories:
Short messages,
consistent long-term
narratives:
Appropriate mix of
crazy and inevitability:
Avoids robo-speak /
corporate language:
Communicates concisely, on consistent
topics. Evidence of long-term narrative.
Evidence of your personal values and
beliefs. Talking about your personal life,
sharing and celebrating special events.
Regular evidence of communication with
a full range of emotions.
Communicates through stories, not
messages.
Strategic content that is equal parts crazy
and inevitable. Takes strong opinions.
Talks in simple, conversational language.
Talks about the future
26 (93%)Total score:
(/28)
Talks strategically. Does not only
communicate on a reactive basis.
How each factor builds interest:
In a social media era, it’s expected that all opinions can be condensed to 140 characters.
The length of story is shorter than ever. But those messages must sit inside consistent long
term narratives – otherwise the messages will come off as shallow, short term and un-
coordinated.
As humans we’re built to be interested in humans first. Whatever your job, role or
company, humans are most interested in human stories. As a result, it’s important to
communicate as a human first. Before you’re a CEO, you have to show that you’re a real
person, just like your audience.
Humans respond to stories that engage them on an emotional level. Communicators that
highlight appropriate emotions will always outperform dry corporate communication.
Talking with a full range of emotions doesn’t mean consistently “happy”, “sad” or “angry”
– rather expressing emotions on the extreme end of the spectrum as appropriate.
People have always communicated through stories, rather than repeating messages or
sound bytes. Today’s stakeholders are suspicious of corporate messages that are
increasingly dry and fail to capture the imagination. Communicating through stories
ensures memorability and action.
The most interesting thought leadership content balances equal parts crazy and
inevitability. As a thought leader, you're speaking about ideas that are dramatically
different to current "best practice". This means that there's always a risk that you'll be
perceived as somewhat 'crazy’. You can mitigate this risk by positioning your ideas as the
inevitable future - whether the reader/listener accepts this or not.
All stakeholders have become increasingly suspicious of “corporate speak”. CEOs must
communicate in simple and conversational language that builds a human connection and
rapport with all their audience. Buzz words and corporate speak do nothing but drive
disengagement.
Today’s stakeholder is suspicious. To be a leader you must set direction for the future.
Thought leadership is about moving beyond the reactionary day-to-day… instead focusing
more on a long term agenda for the future. For the company, the industry and society as a
whole.
What we’re looking for:
Consistently Regularly Occasionally Rarely
4 3 2 1
Source: Benchmarked on basis of publically available articles and reports.
13
Messages are consistent regarding
Envato’s purpose and current priorities.
However there doesn’t appear to be a
consistent connection to where the
company is going.
Regularly uses personal stories and
anecdotes - mentions of family, friends
and personal passions.
Enthusiasm and excitement are always
present in Ta’eed’s content. It’s clear that
Collis is passionate and excited about
what he does.
Excellent use of story telling techniques.
Collis is very strong at talking about the
future with the right mix of speculation
and inevitability. A major strength.
Talks in easy to read and accessible
language. A great and accessible
communicator in both video and text.
Annual posts looking forward at trends in
the space are well executed and
received. Opportunities to do more
frequently
Assessment:
4
4
4
3
3
4
4

How Collis performs on the trust benchmark
Shows appropriate
vulnerability:
Communication that shows appropriate
vulnerability (failures, mistakes and
shortcomings in the context of your
current success).
Individually relatable:
Connected to society
as a whole, not just the
business:
Has a clear purpose:
Consistently
communicates the
same narrative over
time:
Source: Benchmarked on basis of publically available articles and reports.
Consistent messaging, stories and
narratives over the medium to long term.
Does the audience feel like they know
you as a person? Do they understand
and empathise with your passions, wants
and flaws? Do you talk with your
audience or down to your audience?
Discussing issues bigger than the
business (whether industry, societal or
personal).
Strong and believable individual
purpose.
21 (88%)Total score:
(/24)
Content that shows you're vulnerable strengthens your credibility and signals that you’re
both genuine and honest. Both of these signals lead to trust. If you’re willing to share your
failures, mistakes and shortcomings, it makes it easier for any audience to connect with you
and trust what you’re saying.
Consistency is critical for building trust. In the same way that we don’t trust people that
we’ve just met, we don’t trust narratives that we’ve just heard. It takes time and repetition
to build trust. This is established through consistently communicating the same narrative
over an extended period of time. Whilst your messages and stories can change over time,
these should stay inside a consistent overarching roadmap to build trust (this is your
narrative).
Trust is built on a foundation of individual likeability. We like people who we can easily
relate to. Relatability can be easily measured by asking questions such as “Would you like
to have a beer with this person? Or “Would you invite this person round for dinner?”
Focusing on issues bigger than just the business helps stakeholder trust. It improves
relatability by demonstrating alignment of interests - you’re motivated by the greater good
(for employees, the industry, society). Talking about issues beyond the business makes it
much easier for stakeholders to find points of agreement and alignment with you as the
CEO.
Many stakeholders are sceptical of CEOs as being excessively profit motivated. Having a
clearly stated and believable purpose makes your motivation clear to all stakeholders. This
purpose needs to be simple and a “higher calling” to be believable. If this purpose isn’t
contextually coherent with the CEO and company’s actions, then it can appear duplicitous
and damage trust (rather than improve it).
How each factor builds trust:What we’re looking for:
4
14
Not afraid to discuss past mistakes /
failures – ie. Content looking back at
designs from 10 years ago.
There is a strong narrative around the
future of the market and Envato’s
purpose. Could be strengthened with
more reference to future direction of the
company (i.e. 2020)
Collis is easy to relate to. Friendly and
approachable in both video and written
content.
Evidence of strong passions for
education, diversity in the IT field.
Purpose is authentic, strong and
consistent - both Envato and Collis are
driven to serve the Envato community.
Assessment
4
3
Consistently Regularly Occasionally Rarely
4 3 2 1
4
2

How Collis performs on the visibility benchmark
Is accessible across a
range of platforms:
Addresses multiple
audiences:
Has public views on
corporate, industry and
societal issues:
Regularly quoted by
third parties:
Communicates well across a range of
topics and stakeholders – with a
substantial focus on the community.
Occasionally quoted in company and
entrepreneurial coverage.
Collis has a presence across the big 3
CEO platforms (LinkedIn, Youtube,
Twitter). However engagement is
sporadic.
Evidence of strong views around the
future of IT and education, occasionally
communicated.
9 (35%)
Search volume:
(score /10)
2
0
Total score
(/26)
Current low visibility relative to
comparables (see page 9)
Presents your expertise across a broad range of issues. Shows custom understanding and
perspectives related to the issues of each stakeholder group.
Visibility is substantially driven by how others talk about you. We’re looking for evidence
that you’re regularly treated as an authority in your space.
In an increasingly fragmented media environment, consistent presence across multiple
channels increases visibility and provides proof of authenticity. Stakeholders expect a CEO
to communicate through a range of channels (not just press releases).
For both visibility and trust the CEO must engage the full spectrum of corporate, industry
and societal issues. Speaking across a broader range of issues increases the number of
opportunities for you to appear, and for your audience to see you.
Ultimately, the best predictor of future visibility is current visibility. The more visible you
currently are, the more opportunities for future visibility will present themselves.
How each factor builds visibility:Assessment:
Source: Benchmarked on basis of publically available articles and reports. Consistently Regularly Occasionally Rarely
4 3 2 1
15
Addressing a broad range of stakeholder
groups including customers, employees,
investors, NGOs and government.
Regular quotes by third parties show that
you’re providing interesting and relevant
commentary on topics that media and
influencers find interesting.
Authentic communication across multiple
channels of communication including
press, owned media, events/conferences
and social media.
Communicates on across a full range of
business, industry and societal issues.
In this case we’re measuring current
visibility relatively, through Google
Trends search results.
What we’re looking for:
2
2
3
2

4. CEO and company narrative
Identifying and strengthening your current narrative
16

What is a CEO narrative (and why does it matter)?
Difference
Purpose
FuturePast Narrative
What’s the difference between
messaging and narrative?
Messaging
•  Emphasises key messages that are
used repetitively through all
communications
•  Messages tend to be rote delivered
and have low ability to respond to
context
•  Can sound scripted
Narrative
•  Emphasises an underlying story that’s
used repetitively through all
communications
•  A narrative is flexible and adapts to
the context
•  Easily remembered
•  Sounds authentic
Your individual narrative should build on the strengths and
differentiators of the business. It must be intellectually
aligned but individually unique and meaningful.
17
Thought leadership and all CEO communication is grounded
on a strong narrative. A narrative combines your past, future,
difference and purpose into a short and compelling
framework to guide all your communication.

Identifying ways to strengthen Collis CEO narrative
Past
Key narrative questions:
1.  Where has the company come from?
2.  What was the problem the company set
out to solve?
3.  How has your journey shaped you and the
company today?
Purpose
1.  Why is the CEO driven to make this
company succeed?
2.  What is the company’s purpose?
3.  What values differentiate the company and
its culture?
4.  What are your obsessions?
Difference
Key narrative questions
1.  How is Collis meaningfully different to
other CEOs in the competitive set?
2.  What do customers uniquely love about
the business?
3.  What opportunities are open to Collis and
Envato as a result of the positioning of
competitive set?
Future
1.  Where is the company going in the future?
2.  What’s the publically stated direction of
the company?
3.  What’s the world changing ambition or
goal of the company?
4.  How is the unique future that Envato is
creating meaningfully different from the
competitive set?
Key company and market commentary:
“I think focusing on building a good product as cheaply
as possible without taking a lot of investment was
probably the key.“
- Smashing Magazine, March 2010
“I’m very concerned about improving. I feel like if we’re
going to do something, you should try to be doing it as
well as you possibly can and if you want to improve
something then you need to a) be constantly testing out
new ideas and seeing out how they work, b) trying to
find new ideas either from inspiration or from
synthesizing other people’s ideas, and c) you should be
constantly reflecting and thinking what worked there,
what didn’t work there?
-Management Disrupted, August 2016
“We have got company values and the very first value
that we try to adhere to is that want to succeed by
helping the community succeed. So we’ve decided that
when the community succeeds, that’s the way that we’re
going to do well and if there are ways to do well that
aren’t about the community, then we’re not going to do
them”
-Envato, January 2014
“We’ve been having meetings inside the company… to
bring all those community ideas in and take it all and
mush it into some awesome picture of 2020 and then
we’re going to be working really really hard to get there”
“I suppose that’s why I wanted to jump on video and ask
the community, after all if we’re helping the community
succeed, it kind of makes sense we should ask the
community: What does success look like to you as a
community member?”
“We started out as a company by creatives for creatives,
I suppose. Building a flash marketplace was our first
product, back when flash was cool and I suppose we
started as market place for other flash designers”
“Myself, my wife and my best friend from school started
the business. It was obviously pretty blue-tack and sticky
tape as far as an operation went. For a long time, we
worked out of my wife, Cyan, parents’ house. They live in
this big old sort of factory place. We lived downstairs in
the basement because we were saving money. It was
pretty different back then compared to today. Today
there are maybe 300 staff. About 200 here in Melbourne
and 100 spread around the world. We’ve come a ways.
-  Management Disrupted, August 2016
“In 2008 we launched ThemeForest to the world. Our
pitch was low price themes with no support, targeting
professionals. In the six years since, ThemeForest has
grown to be the world’s largest and busiest theme
market.”
-Envato , August 2014
“We run a platform for creativity”
-Envato, October 2014
“And since 2006 when FlashDen first went online, one of
our goals at the Marketplaces has been to build the best
creative marketplace online.”
- Envato, 2014
“Today Envato Market serves one and a half million
active buyers from around the world, connecting them
with the work of thousands of talented authors. We have
always been an author focused community, our core
value being that When The Community Succeeds, We
Succeed.”
- Envato, September 2014
18
Past, purpose and difference are all clearly defined and strongly
communicated. The future narrative is much less clear, despite a
number of references to work around the 2020 vision.

5. Stakeholder review and
prioritisation
Identifying your key audience(s)
19

What are the key audience groups for all CEO communication?
The next page presents an audience prioritisation analysis for Collis Ta’eed…
There’s six broad audience groups that CEOs must engage through communication. The relevance and
prioritisation of each audience group depends on both industry and company stage:
20
1. Customers
•  Targeting
potential
customers.
Where sales are
based on trust,
it makes sense
for the CEO to
leverage a
digital platform
to build
recognition in
advance of
physical sales
activity.
2. Partners
•  Engaging
potential and
current
partners. Given
partnerships are
built on trust, it
makes sense for
the CEO to
leverage a
digital platform
to reinforce
build
relationships/
dialogue and
reinforce
commitment to
key partners
3. Recruiting
•  Targeting
potential and
existing
employees.
Builds trust and
alignment.
•  Most relevant
where there is a
large recruiting
requirement
from a relatively
small or
unknown
organisation.
4. Investor
relations
•  Targets existing
and potential
investors. Most
relevant in
public markets
– however there
is relevance
ahead of
fundraising
events to build
awareness and
demonstrate
traction.
5. Regulators
•  Targets
regulators and
their
stakeholders.
•  Companies
facing specific
regulatory
challenges.
Whilst the end
target is
regulators, an
approach here
may focus on
the general
public or other
stakeholders.
6. Industry
influencers
•  Targeting
industry
analysts and
thought
leaders.
•  Designed to
translate to
recognition in
‘industry leader’
lists, speaking
at conferences
and front of
mind
recognition.

What are the key audience groups for Collis Ta’eed and Envato?
Industry influencers/analysts Regulators/GovernmentInvestors Employees
Customers
None/Low Some influence Many/most read
Influence of influencers on customer behaviour?
0 5 10
Leading player Emerging player New entrant
Current industry positioning?
5 10 15
Current investors - Total score:
low
priority
0-5
moderate
priority
5-10
high
priority
10-20
highest
priority
20+
Low Medium High
Risk of medium term changes in industry based regulations or
requirements?
0 5 10
Insignificant/
Low
Moderate Substantial
Current impact of industry or company specific compliance/
regulation on profitability?
0 5 10
0-10 10-100 100+
Number of external investors?
0 5 10
Unlikely Possible Highly likely
Additional capital requirement over next 24 months?
0 5 10
Below
expectation
At expectation Above
expectation
10 5 0
Returns to current investors?
Customers maintain multiple
relationships with
competitive set
Strength of competition?
5 10
Recurring Project One-off
Nature of customer relationship?
5 10 10
Customers maintain only
one relationship with
competitive set
Next 12 months revenue growth goals?
Channel Physical sales Inside sales
Primary means of customer acquisition
5 10 10
B2C (Impulse) B2C (Complex/high value)B2B
Product complexity / trust required
0 5 10
Digital
10
0-10% 10-30% 30-100%
3 5 10
100%+
20
Size of organisation
Low Moderate High
Level of industry and organisational change
0
5 10
Extreme
20
0-30 30-100 100-500
0
2 5
500-1000
10
1000+
20
0-3% 3-10% 10-30%
Forecast employee growth over next 12 months?
0 3 10
Low Moderate High
0 5 10
Competitiveness in target talent markets?
30%+
20
Current customers Potential customers
Current Employees Potential employeesPotential investorsCurrent investors
Low Moderate High
0 3 5
Current customers
Potential
customers
Current employeesPotential employees
Current
investors
Potential
investors
Highestpriority
High
priority
Moderatepriority
Low
priority
Employees
Industry influencers
Investors
Regulators
21
Partners
Negligible Low
Risk of partner churn?
0 5
Typical time to close?
Non-exclusive Exclusive
Nature of partner relationship?
0 10
0-3 months 3-12 months 12 months+
3 5 10
Current partners Potential partners
0-20% 20-40% 40%+
Percentage of current revenue delivered through partners?
5 10 15
Moderate
10
Partners
Current
Partners
Potential
PartnersHighest
priority
High
priority
Moderate
priority
Low
priority
low
priority
moderate
priority
high
priority
highest
priority
0-5
5-10
10-20
20+
Current customers –
Total score:
low
priority
moderate
priority
high
priority
highest
priority
0-5
5-10
10-20
20+
Current customers –
Total score:
low
priority
moderate
priority
high
priority
highest
priority
0-5
5-10
10-20
20+
Potential partners –
Total score:
low
priority
moderate
priority
high
priority
highest
priority
0-5
5-10
10-20
20+
Current partners –
Total score:
Potential investors - Total score:
low
priority
0-5
moderate
priority
5-10
high
priority
10-20
highest
priority
20+
Current employees - Total score:
low
priority
0-5
moderate
priority
5-10
high
priority
10-20
highest
priority
20+
Potential employees - Total score:
low
priority
0-5
moderate
priority
5-10
high
priority
10-20
highest
priority
20+
Industry influencers - Total score:
low
priority
0-5
moderate
priority
5-10
high
priority
10-20
highest
priority
20+
Regulators - Total score:
low
priority
0-5
moderate
priority
5-10
high
priority
10-20
highest
priority
20+
B2C (Impulse) B2B
Product complexity / trust required
0 5 10
Liquidity of investment?
B2C (Complex/high value)

6. Theme/topic prioritisation
Identifying the most important themes and topics to
communicate to stakeholders
22

What are the themes that CEOs should communicate on?
Customer–
Current
Customer-Potential
Partner–
Current
Partner–
Potential
Employee–
Current
Employee-Potential
Investor–
Current
Investor-Potential
Regulators/
Government
Analyst/
Influencer
Priority for Collis
Ta’eed
High High Highest High High Highest Low Low Low Moderate
Proportional
allocation for
Collis Ta’eed
13% 13% 18% 13% 13% 18% 3% 3% 3% 8%
1. Product/service level
• 1A. Customer problems and benefits
• 1B. Highlighting customer success / case
studies
• 1C. Key customer problems
• 1D. Product direction / launching new
product and services
• 1E. Differences vs. competition
• 1F. Differentiating beliefs
2. Company level
• 2A. Financial results
• 2B. Celebrating success
• 2C. Working at company
• 2D. Company culture
• 2E. Purpose and vision
3. Industry level
• 3A. Competitive landscape
• 3B. Industry level challenges and
opportunities
• 3C. Industry level regulation and policy
• 3D. Future of the industry
4. Society level
• 4A. Company benefits to society
• 4B. Economic trends
• 4C. Public policy discussions
• 4D. Personal views on societal issues
• 4E. National and global issues
Nearly all themes are relevant for multiple audience groups, for example:
We can make a broad proportional communications audience allocation:
Customer –
Current
Customer –
Potential
Partner - Current
Partner -
Potential
Employee -
Current
Employee -
Potential
Investor -
Current
Investor -
Potential
Regulators
Analyst/
influencer
1A. Customer problems and
benefits
Highest Moderate High Highest Highest Moderate Highest Moderate High Low
Audiences and topics come together for a weighted topic allocation on the following page…
Based on your audience prioritisation…
There’s four broad theme groups that CEOs are expected to communicate across:
23

Our recommended theme allocation for Collis Ta’eed
Customer -
Current
Customer -
Potential
Partner - Current
Partner -
Potential
Employee -
Current
Employee -
Potential
Investor - Current
Investor -
Potential
Regulators
Analyst/
influencer
Weighted
proportional
topic allocation
Priority High High Highest High High Highest Low Low Low Moderate
Recommended allocation for
Collis
13% 13% 18% 13% 13% 18% 3% 3% 3% 8%
Product/service level 35%
Customer/partner problems and
benefits 4 4 4 4 3 2 2 2 1 3 5%
Highlighting customer/partner
success 4 4 4 4 3 1 2 2 1 4 5%
Key customer/partner problems 4 4 4 4 3 1 2 2 1 3 5%
Product direction / launching new
products and services 4 4 4 4 4 2 2 2 1 4 6%
Differences vs. competition 4 4 4 4 4 2 2 2 1 4 6%
Differentiating beliefs 4 4 4 4 4 3 2 2 1 4 6%
Company level 24%
Financial results 2 2 2 2 4 1 4 4 2 4 4%
Celebrating success 3 1 3 1 4 4 3 4 1 3 5%
Working at company 1 1 1 1 4 4 3 4 1 2 4%
Company culture 2 3 2 3 4 4 3 4 1 2 5%
Purpose and vision 3 4 3 4 4 4 4 4 2 4 6%
Industry level 22%
Competitive landscape 4 3 4 3 3 3 4 3 3 4 6%
Industry level challenges and
opportunities 2 3 2 3 3 3 4 3 3 4 5%
Industry level regulation and
policy 3 2 3 2 2 2 4 3 4 4 5%
Future of the industry 4 4 4 4 3 3 4 3 2 4 6%
Society level 19%
Company benefits to society 2 2 2 2 4 4 3 2 3 2 5%
Economic trends 2 2 2 2 2 2 3 3 4 2 4%
Public policy discussions 2 2 2 2 2 2 4 2 4 1 4%
Personal views on societal issues 2 2 2 2 3 4 2 1 2 1 4%
National and global issues 2 2 2 2 3 2 1 1 2 1 3%
24

7. Content style analysis and
recommendations
Reviewing the coherence of language, tone and style
25

Content style recommendations for Collis Ta’eed
Idiocentric:Reader centric:
Practical:Theoretical:
Complex:Simple:
Balanced:Opinionated:
Primarily dedicated to discussing personal feelings and emotions.
Inside out, rather than outside in. Characterised by more frequent
use of “I”, “we”, “our”
Focused on what the reader can take from the content.
Outside in, rather than inside out. Characterised by more frequent
use of “you”, “your”
Arguments justified with theoretical rationale.
Concepts rather than examples.
Arguments justified with practical case studies and real examples.
Easy to scan. Many subheadings.
Easy to jump in and out of the article.
Flowing article that is interdependent. Will struggle to get value
without reading in depth. Will tend to be longer
May take multiple readings to get full value.
Strong opinions. Generally tells only one side of the story.
Clear view about what is right and wrong.
Sits on the fence.
Tells both sides of the story.
Collis is an very strong written communicator.
He’s developed a unique voice and writes in
easily accessible language.
His content is well structured and works to drive
engagement. The fundamentals are strong – The
challenge is about scaling up and doing more of
what’s working.
Content design
R
R
R
R
C
C
C
C
R
C Collis Ta’eed– Current positioning
Collis Ta’eed– Recommended positioning
26

Content style recommendations for Collis Ta’eed
Corporate:Personal:
Formal:Conversational:
Written on a personal level.
Could be a conversation. Uses the simplest language choices to
convey meaning.
Uses deliberately sophisticated language.
Will not always use the simplest language choice.
Simple, descriptive language. Shorter sentences and paragraphs.
Speaks like an old friend, assumes trust and agreement.
Regular use of “you”, “your”.
Longer sentences and consistent paragraphs.
Theoretical, official and formal language.
Doesn’t assume agreement on any points.
Measured:Excited:
Disciplined:Playful:
Mature:Young:
Enthusiastic, eager.
Lots of energy. Speaks in an “off the cuff manner”.
Regular and measured language.
Thoughtful and planned language. Consistent. Restrained.
Regular jokes, may be self-depreciating.
Happy and friendly tone. Evident the author had fun writing the
post.
Controlled, consistent, habitual
Unlikely to be self-depreciating
Eager and enthusiastic language. Advanced, implies mastery
Self-aggrandising :Self-deprecating:
Regularly makes fun of self.
Does not present as being on a pedestal.
Only references to self are in a positive context.
Difficult for the reader to empathise with.
Collis’ language is fit for purpose – it speaks to
an energetic and accessible CEO and company.
Language
Tone
R
R
R
R
R
R
C
C
C
C
C
C
R
C Collis Ta’eed– Current positioning
Collis Ta’eed– Recommended positioning
27
Collis’ tone is well suited for the Australian
market. However, given the global nature of
the customer and partner base, it may be
worth moving towards slightly less self-
depreciation (typically doesn’t play well for
the US market).

Summary, recommendations and
next steps
Bringing it all together
28

Executive summary: Collis Ta’eed and Envato
1. Envato has a strong profile, but Collis is under-represented relative to comparable
startup CEOs
•  Despite a strong and growing company profile, Collis is substantially less visible than comparable CEOs
•  Collis is broadly a strong and authentic communicator, but doesn’t publish or engage frequently with the broader market
2. Collis has strong thought leadership fundamentals (and outperforms the majority of
CEOs)
•  There’s a lot that Collis is doing right. Collis outperforms the majority of CEOs on both interest and trust fundamentals.
•  For thought leadership, the biggest challenge is visibility. This comes down to Increasing the frequency of stories across a broader range of topics.
3. Ta’eed’s narrative is generally well structured and communicated, however could be
strengthened with more focus on a consistent vision for the future
•  Collis has a well structured and delivered narrative. Past, purpose and difference are all clearly defined and strongly communicated.
•  The future narrative is much less clear, despite a number of references to work around the 2020 vision.
4. Collis’ most important stakeholders for thought leadership are likely to be partners,
employees and customers
•  Collis has a relatively focused key stakeholder group of partners, employees and customers.
•  On the basis of recent communications, it appears like most of the focus has been in communicating to partners. This could relatively easily be extended to
incorporate employees and customers
5. Collis’ current content largely focuses on product and company themes. More industry
and society level content will drive visibility and thought leadership
•  Based on the suggested audience prioritisation, we’d suggest that CEO communication from Collis should be allocated in the following themes/proportions:
Product/service level 35%, Company level 24%, Industry level 22% and Society level 19%.
6. Collis has a strong and authentic communication style – Don’t change what’s working!
•  Collis delivers strong engaging content. He is a great communicator, with a natural style and voice.
•  The opportunity for Collis and Envato is to do more of what’s working, rather than making broad changes to the way that content is executed.
29

How we can help deliver sustainable thought leadership
1. CEO communications
audit
(this document)
2. Thought leadership
strategy
3. Supported CEO
blogging
‘Build a comprehensive plan’
•  Get started with a comprehensive
review and plan for success.
•  Built on detailed stakeholder
interviews, internal workshops and
detailed analytics review.
•  Findings presented in 90 page
report with detailed analysis,
review and implementation
recommendations.
‘Implement and measure’
•  Put strategy into action with our
thought leadership content creation
service.
•  Turnkey content delivery – we turn a
one hour video interview into a
month of content (five video
supported articles), Saving you at
least 24 hours of writing time each
month.
•  Options to build the presence of
your CEO and other executives
within your business.
‘Identify the opportunities’
•  This audit presents an introduction
to CEO thought leadership strategy.
•  We’ve conducted a desktop review
of strengths, weaknesses and
potential positioning for thought
leadership.
•  Includes individual communications
performance and benchmarks
against a group key competitors.
30

The next step is building a detailed strategy
4. Content plan
(themes and topics)
•  Building a detailed plan of
content themes and topics to
capture thought leadership
•  Includes a medium term
roadmap of content to be
delivered (when and to who)
1. Audience prioritisation
•  Reviewing which audience groups
are the most important, and how
they think about your business and
CEO today
•  Ensures clear prioritisation of the
right messages for each audience
and stakeholder group
2. Narrative and messaging
strategy
•  Building a strong narrative
framework (past, future, difference,
purpose) to anchor all
communications
•  A strong narrative aligns the way
that stakeholders think about the
business/CEO, and makes all
communication more effective
5. Distribution strategy
•  Plan for which channels /
mediums should be used for
which messages
•  Timing and frequency of
communications
•  Concrete return analytics and
measurement framework
•  Key actions for increasing
sharability of content
3. Content personality, voice
and style
•  Selecting the right style of content
that speak to customers in a way that
builds expertise and trust
•  Assess tone, complexity and voice to
ensure you’re building a long term,
trusted relationship
•  Includes a content design framework
and benchmark to guide all content
creation efforts
The TLP approach to thought leadership
strategy
•  We use analytics, client interviews and a detailed
workshop process to build a comprehensive thought
leadership strategy
•  Heavy focus on validation through customer and
stakeholder interviews
•  You receive a comprehensive 90 page report,
designed for turnkey implementation and impact
through our supported CEO blogging process
•  Results delivered within 14 days
Key components of any successful thought leadership strategy:
This audit is a starting point for CEO thought leadership. Validation and planning are critical for success
31
1. CEO
communications audit
2. Thought leadership
strategy
3. Supported CEO
blogging
‘Build a
comprehensive plan’
‘Identify the problems’ ‘Implement and
measure’

Appendix
32

The press articles supporting this analysis
33
Article Title URL Individuals Organisations
1 Five tips for building the perfect startup team from
Envato founder Cyan Ta’eed
http://www.startupsmart.com.au/advice/five-ways-australias-coolest-tech-company-excels-at-people-management/ Cyan Ta'eed
2 Meet Cyan Ta'eed: Australia's most influential
woman in tech?
http://www.womensagenda.com.au/talking-about/top-stories/item/7444-meet-cyan-ta-eed-australia-s-most-influential-
woman-in-tech
Cyan Ta'eed
3 Design marketplace Envato offers subs for heavy
duty users
http://www.theaustralian.com.au/business/technology/design-marketplace-envato-offers-subs-for-heavy-duty-users/news-
story/01a4713cc7804ca5255a9a8151c346c3
Jun Rung, Cyan Ta'eed
4 BRW young rich list: Loaded, and with plenty more
in common
http://www.smh.com.au/business/innovation/brw-young-rich-list-loaded-and-with-plenty-more-in-common-20161027-
gscc9a.html
Cyan Ta'eed, Melanie Perkins, Cliff Obrecht, Ori Allon, Simon Clausen, Greiner,
Richardson, Paul Blackburne, Sean Tomlinson
UNSW, Australian Graduate School of Management, University of Wollongong,
5 Envato’s Cyan and Collis Ta’eed to give YourGrocer
a helping hand
http://www.smartcompany.com.au/marketing/online-sales/48862-envato-s-cyan-and-collis-ta-eed-to-give-yourgrocer-a-
helping-hand/
Morgan Ranieri YourGrocer
6 The secrets behind Envato’s success and what the
founders would’ve done differently
http://www.smartcompany.com.au/people-human-resources/leadership/62739-the-secrets-behind-envatos-success-and-
what-the-founders-wouldve-done-differently/
Cyan Ta'eed Blackbird Ventures, Google
7 Stop worrying and become a great tech
entrepreneur: How Cyan Ta’eed did it
http://www.smartcompany.com.au/people-human-resources/leadership/48218-stop-worrying-and-become-a-great-tech-
entrepreneur-how-cyan-ta-eed-did-it/
Cyan Ta'eed
8 Melbourne tech giant Envato celebrates its 10th
birthday with a new $1 billion goal
http://www.startupsmart.com.au/advice/growth/global-tech-giant-envato-sets-1-billion-goal-ahead-of-tenth-birthday/ Cyan Ta'eed
9 99Designs, DesignCrowd dominance highlights our
marketplace hub
http://www.afr.com/leadership/entrepreneur/99designs-designcrowd-dominance-highlights-our-marketplace-hub-20160229-
gn6od1
Alec Lynch, Mark Harbottle, Tanguy Peers, Craig Blair, Matt Barrie DesignCrowd, Blackbird Ventures, 99Designs, Accel Partners, The Australian Financial
Review, Carsales, SEEK, REA, Freelancer.com, Airtasker, ebay, AirTree Ventures,
Pawshake
10 Is this the best Australian tech company? http://www.startupsmart.com.au/news-analysis/is-this-the-best-australian-tech-company/ Cyan Ta'eed Atlassian, Campaign Monitor, Canva, Themeforest, AirBNB, Groupon, Box.com,Australian Securities and Investments Commission, Aconex, WiseTech, JB HI FI
11 Entrepreneurs shun investment offers http://www.smh.com.au/small-business/startup/entrepreneurs-shun-investment-offers-20130410-2hl2r.html Cyan Ta'eed, Jun Rung, Dan Pink ThemeForest, CodeCanyon, Videohive , GraphicRiver , FlashDen, ActiveDen,
PhotoDune, iStockphoto, Microlancer, TED Talk,
12 With a female co-founder, is this Australia's best
tech company?
http://www.womensagenda.com.au/talking-about/top-stories/item/7368-with-a-female-co-founder-is-this-australia-s-best-
tech-company
Cyan Ta'eed Atlassian, Campaign Monitor, Canva, Themeforest, WordPress, AirBNB, Groupon,
Box.com, Australian Securities and Investments Commission , Aconex, WiseTech, JB HI
FI,
13 This Australian startup has paid out $300 million to
its marketplace over almost 10 years
http://www.businessinsider.com.au/this-australian-startup-has-paid-out-300-million-to-its-marketplace-over-almost-10-
years-2015-8
WordPress , ThemeForest,
14 How this Melbourne startup assembled a dream
team of strategic advisors
http://www.startupsmart.com.au/profiles/how-i-did-it/how-this-melbourne-startup-assembled-a-dream-team-of-strategic-
advisors/
Michael Doubinski, Morgan Ranieri, Francisco Trindade, Bandith Nhephis YourGrocer, StartupVictoria
15 BRW Young Rich 2016 list is getting younger http://www.afr.com/brand/afr-magazine/brw-young-rich-2016-the-kids-are-all-right-20160920-grk33m Kayla Itsines, Tobi Pearce, Nick Molnar, Melanie Perkins, Jack Delosa, Jason Day, Nick
D'Aloisio, Mike Cannon-Brookes, Scott Farquhar, Jun Rung, Vahid Ta’eed, Amanda
Hayward
The Bikini Body, Pearce and Co, Afterpay Holdings, Canva, Summly, Atlassian
16 Melbourne startup Envato has reached a major
milestone
http://www.startupsmart.com.au/advice/growth/melbourne-startup-envato-reaches-a-major-milestone-how-it-got-there-and-
what-comes-next/
Ben Chan
17 Young Rich List retailers experience growing pains
before hoped-for better days
http://www.afr.com/business/retail/young-rich-list-retailers-experience-growing-pains-before-hoped-for-better-
days-20160609-gpf2u0
Ruslan Kogan, David Shafer, Justin Cameron, Gabby Leibovich, Hezi Leibovich, James
Packer , Andrew Bassat , Adam Schwab, Jeremy Same, Melanie Perkins, Cliff Obrecht
SurfStitch, Kogan.com, Catch Group, Goldman Sachs, Menulog, Lux Group, Australian
Securities, Investments Commission, Canva, Marketplacer
18 Australia's Big Tech CEOs Have Just Been Dared To
Take The Ice Bucket Challenge
http://www.businessinsider.com.au/australias-big-tech-ceos-have-just-been-dared-to-do-the-ice-bucket-challenge-2014-8 Mike Cannon-Brookes, Scott Farquhar, Matt Barrie, Matt Mullenweg Atlassian, Freelancer, Automattic ,ALS Association, Motor Neurone Disease Australia
19 Envato becomes the first Australian startup to
release its diversity figures, encourages others to
do the same
http://www.smartcompany.com.au/people-human-resources/leadership/43588-envato-becomes-the-first-australian-startup-
to-release-its-diversity-figures-encourages-others-to-do-the-same/
Google, LinkedIn, Twitter, Freelancer, 99designs, Campaign Monitor, The League of
Extraordinary Inclusiveness
20 YourGrocer gets some fruitful mentoring from
Envato founders
http://www.startupsmart.com.au/advice/growth/yourgrocer-gets-some-fruitful-mentoring-from-envato-founders/ Morgan Ranieri YourGrocer, StartupVictoria
21 Five Australian business ideas that made millions http://www.smartcompany.com.au/finance/funding/45418-five-australian-business-ideas-that-made-millions/ Chris Strode, Tim Fung, Jonathan Lui, Carolyn Cresswell , Melanie Perkins, Cliff Obrecht Invoice2Go, Airtasker, Carman’s Muesli,
22 This Australian tech company has an awesome way
to stop talent fleeing overseas
http://www.businessinsider.com.au/this-australian-tech-company-has-an-awesome-way-to-stop-talent-fleeing-
overseas-2015-6
James Law
23 Canva, Freelancer, Atlassian, 99Designs, Envato
and the visionaries who started them
http://www.theaustralian.com.au/business/the-deal-magazine/canva-freelancer-atlassian-99designs-envato-and-the-
visionaries-who-started-them/news-story/5ddbc9a323ec58f63d718e256e9afac1
Melanie Perkins,Cliff Obrecht, Cameron Adams, Owen Wilson, Woody Harrelson, Matt
Barrie, Ken Kroeger, James Chin Moody, Scott Farquhar, Mike Cannon-Brookes, Mark
Harbottle,
Canva, Felicis Ventures, Freelancer, Ken Kroeger, Seeing Machines, Sendle, Atlassian,
Mark Harbottle
24 How online market Envato helps artists make
millions
http://www.afr.com/it-pro/how-online-market-envato-helps-artists-make-millions-20141107-11j8q9?
fb_comment_id=711582352258656_713497845400440
Tim McMorris, Muhammad Haris, Jun Rung, Vahid Ta'eed eBay, Adidas, Toyota, iTunes
25 Manny Stul takes out Australian EY Entrepreneur Of
The Year
http://www.smh.com.au/small-business/manny-stul-takes-out-australian-ey-entrepreneur-of-the-year-20151015-gkadia.html ,Glen Richards, Kayla Itsines, Tobias Pearce , James Spenceley, James Muecke, Timothy
Power , Brian White, Tony Johnson
Moose Enterprise, Greencross Limited, The Bikini Body , Vocus Communications,
Sight ,3P Learning, Ray White Real Estate, EY Oceania,
26 Envato, The Australian Company BehindThemeForest, Has Paid Out $224 Million To Its
Users
http://www.businessinsider.com.au/envato-the-australian-company-behind-themeforest-has-paid-out-224-million-to-its-users-2015-1 WordPress, Themeforest, Netflix and Google Australia
27 Stuff-ups the key to success for start-ups http://www.theaustralian.com.au/business/stuffups-the-key-to-success-for-startups/news-story/
a67454bb7b88ab2c7eec9ce99f7b2e33
Mike Cannon-Brookes, Matt Barrie Blackbird Ventures, StartMate, Atlassian, Freelancer,
28 Instagram fitness sensation Kayla Itsines could be
Australia's next Entrepreneur of the Year
http://www.businessinsider.com.au/instagram-fitness-sensation-kayla-itsines-could-be-australias-next-entrepreneur-of-the-
year-2015-5
Kayla Itsines, Tobias Pearce, Peter Hurley, James Muecke , James Spenceley , Robert de
Castella, Mark Sowerby, Juliette Wright, John Van Lieshout, Andrew Sudholz, Ian Carson,
Richard Smith, Peter Botten, Lockie Cooke, Dale Alcock
Ingogo, Emma and Tom’s, Sunfresh Salads, Udder Delights Group, Hurley Hotel Group,
Sight For All, Vocus Communications, Indigenous Marathon Project and SmartStart for
Kids, Blue Sky Alternative Investments, GIVIT Listed, Unison Projects, Japara Aged
Care and Retirement, SecondBite, PFD Food Services, Oil Search, ICEA Foundation,
ABN Group
29 Envato named Australia’s Coolest Tech Company in
JobAdvisor competition
http://www.news.com.au/finance/work/careers/envato-named-australias-coolest-tech-company-in-jobadvisor-competition/
news-story/1a749cce439064790a5cb53d6533114a
Justin Babet, Karen Lawson, Naomi Simson Job Advisor, WordPress, Alexa, Nitro, Atlassian, Vinomofo, Dropbox, Adobe Systems,
Tyro Payments, RedBalloon, Commonwealth Bank, Gumtree, eBay, Kiandra IT, Uber,
AdRoll, Redback Conferencing, Innovid, Buzinga, Airtasker, Yahoo!7, iiNet
Lightspeed Research
30 IN GOOD COMPANY: Top Australian business
leaders share how they foster innovation
http://www.businessinsider.com.au/in-good-company-top-australian-business-leaders-share-how-they-foster-
innovation-2015-11
Jonathan Barouch , Zach Johnson, Steve Jobs, Nathan Besser, Phil Morie LocalMeasure, Spark Bureau, Mirvac, Pixar, Suppertime, Pollenizer
31 The top take aways from The Sunrise Conference http://www.startupsmart.com.au/advice/leadership-advice/the-top-take-aways-from-the-sunrise-conference/ Mike Cannon-Brookes, Bevan Clark, Matt Barrie ,Evan Thornley, Tibra Capital,
SpringSource
Blackbird VC, Atlassian, Retail Me Not, Freelancer, Look Smart, Google, Tibra Capital
32 This Australian Tech Company Has Paid Out Over
$180 Million To Designers Around The World
http://www.businessinsider.com.au/this-australian-tech-company-has-paid-out-over-180-million-to-designers-around-the-
world-2014-5
33 Food deliverer YourGrocer’s fresh funding http://www.theaustralian.com.au/business/technology/food-deliverer-yourgrocers-fresh-funding/news-story/
74a490d3a239dafa9d40bb1b0f4cdb8d
Michael Doubinski, Emelia Jackson, Morgan Ranieri YourGrocer,Menulog, Thankyou Water, Coles, Woolworths
34 Envato office-hops across Melbourne CBD http://www.afr.com/real-estate/envato-officehops-across-melbourne-cbd-20150421-1mq6j4
35 Where are the women in IT? http://www.smh.com.au/small-business/managing/where-are-the-women-in-it-20141003-10pp2n.html Melanie Perkins, Cat Walkerden, Westpac, Dell, Canva, Information Technology and Telecommunications committee of
management , FITT, Apple, Twitter, Facebook, Google
36 The trailblazing women founders of Canva, Job
Capital, AgentArts and Envato
http://www.afr.com/brand/boss/is-the-next-unicorn-lurking-among-these-businesses-founded-by-women--20160215-gmv1uf Jo Burston, Kerri-Lee Sinclair, Melanie Perkins, Cyan Ta’eed JobCapital, Canva, QSR International, Inspiring Rare Birds,
37 How your SME can tackle diversity issues in 2015 http://www.smartcompany.com.au/people-human-resources/recruitment-hiring/45164-how-your-sme-can-tackle-diversity-
issues-in-2015/
Lisa Annese Twitter, LinkedIn, Google, Apple, Diversity Council of Australia
38 Booming tech companies outgrow office space http://www.afr.com/real-estate/booming-tech-companies-outgrow-office-space-20150417-1mn5vd Scott Farquhar, Chris Ridd, James Shanks, Charlie Wood, David Bowden, Michael Cook Atlassian, Xero, GVA Franklin Shanks, Campaign Monitor , Google Australia, Dropbox
Australia , JLL, Investa
39 SA’s Receiptful raises $500k to grow user base http://disrupt-africa.com/2015/05/sas-receiptful-raises-500k-to-grow-user-base/ Adii Pienaar, Matt Mullenweg, Joel Gascoigne, David Hauser, Andrew Wilkinson, Vinny
Lingham, Daniel Guasco, Wayne Gosling, Manuel Koser, Justin Drennan, Riaan Conradie,
Roy Rodenstein, Guillermo Rauch, Jesse Rasch, Michael Leeman, Mark Levitt and Henk
Kleynhans.
WooThemes, WooCommerce, Receiptful
40 Niki Scevak says Australians need to learn aboutour startup successes in order to grow http://www.startupsmart.com.au/advice/growth/niki-scevak-says-australians-need-to-learn-about-our-startup-successes-in-order-to-grow/ Niki Scevak Atlassian, Blackbird Ventures, Freelancer
41 Why you should humanise your business brand http://www.smartcompany.com.au/marketing/45191-why-you-should-humanise-your-business-brand/ Trevor Young, Expermedia,
42 Love and Startups http://www.huffingtonpost.com/sramana-mitra/love-and-startups_b_3230133.html Julia Hartz, Kevin Hartz, Victoria Ransom, Alain Chuard, Amy Pressman and Borge Hald,
Wendy Tan White, Joe White
Cisco, 3Com, Eventbrite, Wildfire, Medallia, Moonfruit
43 Thankyou Group’s Daniel Flynn wins emerging
entrepreneur award: “I was just a kid who got an
idea”
http://www.smartcompany.com.au/people-human-resources/47940-thankyou-group-s-daniel-flynn-wins-emerging-
entrepreneur-award-i-was-just-a-kid-who-got-an-idea/
Daniel Flynn, Manny Stul, Andrew Sudholz, Ian Carson, Richard Smith ThankYou Group, Moose Enterprise Holdings, Controlled Entity, Japara Healthcare,
SecondBite, PDF Food Service
44 ActiveDen, the Biggest Flash Files Marketplace, IsShutting Down http://news.softpedia.com/news/activeden-the-biggest-flash-files-marketplace-is-shutting-down-493946.shtml
45 My Blog Is Also Paying My Bills http://www.nytimes.com/2011/05/26/technology/personaltech/26basics.html Stephanie Nelson, Clayton Dunn, Zach Patton, Jonathan Accarrino, Darren Kitchen, Molly
Wizenberg, Kelly DeLay, Steve Pavlina
CouponMom, Groupon, LivingSocial, BlogAds, BuySellAds, Federated Media, New
York Times, The Bitten Word, Amazon, Methodshop, Hack5.org, Orangette, The
Clouds 365 Project, Freelanceswitch, Tuts+
46 WordPress: The Free Software With a Big Economy
and How You Can Get Involved
http://thenextweb.com/dd/2011/05/21/wordpress-the-free-software-with-a-big-economy-how-you-can-get-involved/ Matt Mullenweg, Mike Little, Michel Valdrighi, Chris Pearson, WordPress, Joomla, Automattic ,bbPress, Akismet, BuddyPress, Gravatar, WordCamps,
ActiveDen, AudioJungle, WordPress Foundation
47 WordPress.org bans Themeforest members from
participating in official WordCamp gatherings
http://thenextweb.com/insider/2013/01/23/wordpress-org-bans-themeforest-authors-from-participating-in-official-
wordcamp-gatherings/
Jake Caputo, Chris Wallace , Matt Mullenweg , Japh Thomson WordPress Foundation, bbPress, BuddyPress
48 Blog Action Day creates unity for social action, saysorganizer http://news.bahai.org/story/658 TechCrunch, LifeHacker, ReadWriteWeb, ProBlogger ,
49 Envato says flexible work practices have helped itsglobal spread http://www.afr.com/news/special-reports/smart-business/envato-says-flexible-work-practices-have-helped-its-global-spread-20161110-gsn14k
50 Tech entrepreneurs Cyan Ta’eed and MelaniePerkins recognised in BRW’s Young Rich List ahead
of supermodel Miranda Kerr and Grammy-winner
Sia
http://www.startupsmart.com.au/advice/finance/tech-entrepreneurs-cyan-taeed-and-melanie-perkins-recognised-in-brws-young-rich-list-ahead-of-supermodel-miranda-kerr-and-grammy-winner-sia/ Mike Cannon-Brookes,Scott Farquhar,Melanie Perkins, Cliff Obrecht, Justin Dry, DaveGreiner, Ben Richardson, Simon Clausen, Sam Prince,Hezi Leibovich, Sam Salter, Jason
Wyatt, Ruslan Kogan
Atlassian, Canva, Vinomofo, Campaign Monitor, Startive Ventures, Life Letters,Zambrero, Catch Group, Marketplacer, Kogan

About Thought Leadership Partners
34
At TLP, we’re a specialist agency that builds thought leadership content
for C-level executives.
Watch a short video introduction, or read on below:
https://youtu.be/hndoVYfuQdk
We do this through first person videos and blogs, directed at customers,
investors and employees.
CEOs that we talk to generally recognise the rationale for thought
leadership to:
•  Build personal and brand authenticity and trust
•  Engage key stakeholders in ongoing conversations
•  Shape the industry agenda
But at the same time, we hear from CEOs that they just don’t have the
time to sit down and write a blog post. The 4-5 hours it takes to publish
a high quality article is time that busy executives just don’t have.
We’ve listened to this and built a video interview led process. Instead of
writing, you sit down in front of a camera answering questions. We
transcribe that content and a journalist reshapes it into first person
content to be published (with video) under your name.
How our process works:
1.  We do extensive preparation, on the right topics and articles for you
to publish
2.  You’re interviewed on camera about these topics (your commitment
is a one hour interview once a month)
3.  Our journalists build five topic focused, transcription driven blog
posts out of the interview
4.  Because all content is built on your voice, there’s never ghost-writing
issues with depth and credibility
5.  You publish five, 500-700 word articles highlighting your expertise
with video highlights
6.  We deliver fortnightly analytics, optimising for engagement from the
right stakeholders
Over and above everything else, our clients love two things about what
we do:
•  How we genuinely understand the pressures and stakeholders of the
C-suite. We know that every hour has an opportunity cost. We’re
incredibly time efficient in producing authentic thought leadership
content that drives the success of your business.
•  We’re substantially more analytical and quantitative than any other
player in the Comms/ IR / Marketing space. We bring this focus to
strategy, campaign design and performance analysis.

+61 3 9111 5659 | www.thoughtleadershippartners.com | Level 17 / 31 Queen St, Melbourne

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