We had the chance to attend the WOBI conference in Sydney recently, and wow—it was full of thought-provoking talks! 

From AI to leadership, marketing to management, it was a goldmine of ideas.

But instead of overwhelming you with every single takeaway, we wanted to focus on three ideas that feel especially useful for the businesses here in Central Otago.

These lessons, from speakers world experts Marcus Collins, Gary Hamel, and Anne Chow, are practical and relatable—perfect for making small but meaningful changes in your business.

Marcus Collins on Marketing: Go Beyond Demographics

Let’s talk about marketing for a minute.

When you’re promoting your business, how often do you focus on things like age, income, or family size?

Maybe you’re targeting “35-45-year-old women with kids,” and while that’s a start, it doesn’t tell you much about what makes those people tick.

Marcus Collins really challenged this kind of thinking.

He says, instead of looking at demographics, think about culture.

What are your customers passionate about? What communities do they see themselves as part of?

Whether they identify as foodies, mountain bikers, or dog lovers, those cultural identities shape how they behave and what they buy.

For example, let’s say you’re selling coffee.

Are you marketing to “people who drink coffee” or to “coffee enthusiasts”?

That slight shift in focus can change your whole approach.

A coffee enthusiast might care more about the origin of your beans or your unique brewing process.

Speak to their passion, and suddenly, you’re not just another café—you’re their café.

So next time you’re working on a campaign, ask yourself: what are my customers passionate about? How can I show them I’m part of their world?

Gary Hamel on Management: Break Down the Barriers

Here’s a big question for you: how easy is it for someone in your business, whether it’s a front line staff member or even yourself, to try something new?

Gary Hamel’s advice was simple: businesses need to remove unnecessary red tape.

The world’s moving fast, and businesses have to keep up.

But sometimes, the way things are set up slows us down.

Maybe your team has great ideas, but there’s no clear way for them to share or act on them. Or maybe decision-making gets bottlenecked because everything has to go through you. Sound familiar?

Hamel suggested asking three questions:

1. Are all your staff trained to spot opportunities or improvements?
2. Do they have the resources to test new ideas, even on a small scale?
3. Is innovation something you celebrate and hold people accountable for?

Imagine if anyone in your business felt comfortable saying, “Hey, I have an idea!” and actually trying it out.

Even something small, like a mini budget for experiments, could make a big difference.

Plus, the more empowered your team feels, the more invested they’ll be in your business.

It’s a win-win!

Anne Chow on Leadership: Purpose Drives People

“You can manage things, but you lead people,” says Anne Chow. Her leadership philosophy is all about purpose—why you do what you do and who you’re doing it for.

Take Nike as an example. Their purpose isn’t just “we make sports apparel.” That’s the what.

Their purpose is, “We aspire to bring innovation and inspiration to every athlete in the world. If you have a body, you’re an athlete.”

This statement inspires their team, aligns their actions, and connects with customers on a deeper level.

Anne recommends reflecting on these questions to uncover your team’s purpose:

1. Who are your stakeholders—customers, employees, community members?
2. Why do they care about what you do?
3. What would happen if your group disappeared tomorrow?
4. What’s the unique value you provide that no one else does?

Purpose isn’t just a feel-good exercise; it’s a business advantage.

When your team and customers understand your “why,” they’re more likely to stick with you and champion your cause.

These three ideas—knowing your customers beyond the surface, empowering your team, and leading with purpose—are simple but powerful.

They remind us that behind every successful business are real people, their ideas, and their connections.