Digital Marketing

Luke Lazarus on Being an Effective CEO in Startup Marketing

Startup Marketing

Luke Lazarus, a businessman of great ambition and even greater knowledge, uses his business savvy to help evolving companies prosper. When partnering with CEOs, Lazarus intends to identify, define, and address their goals in order to bring them to life. Lazarus also uses his expertise to help companies develop a sound business model, set priorities, and pinpoint contributing factors. His reputation for excellence has earned him an honorable name in his domain.

As a young adult, Lazarus was already on the road to success. By the age of 24, he graduated from Melbourne Business School with an MBA. Within 10 years, Lazarus established and sold four profitable enterprises. This experience enabled Lazarus to forge relationships with startups that were keen to expand. With his guidance, Lazarus felt that he could arm clients with the insight and tools that they needed to thrive. He’s proven incredibly successful on this front and relishes the opportunity to use his know-how for good.

How did you get started in this business? What inspired you to start this business?

My biggest inspiration comes from my many years of experience. When you start your first business at 8, there’s a lot of learning lessons and teachable moments that have given me a better understanding of the world at large. At Luke Lazarus Consulting, my goal is not to make money hand over fist as much as it is to help startups establish their mission and voice in a saturated world. 

How do you make money?

As cliché as it may sound, I make money by helping startup owners work smarter, not harder. My clients might work 15 hours a day, so this is not a question of motivation or effort. I make money by uncovering problems, finding solutions, and tailoring new strategies to each client. 

When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?

I had a lot of success from a young age and a mentor in the form of my father. This is not to say that I always went forth with 100% confidence at all times, only that I did have faith in my instincts and my collaborators. The only thing there is to do if you doubt yourself is just keep going. 

How did you get your first customer?

By investing in making an emotional connection with the customer as much as offering a practical benefit. There is nothing more important to me than building relationships that are mutually beneficial. This is really the heart of my business philosophy, regardless of who’s on the other end of the transaction. 

What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?

I’d have to say the best marketing strategy is the success of my clients. If you’re the reason a struggling company was able to get back on track, word really gets around. This is not direct referrals so much as is people noticing the bigger effects of my work. 

What is the toughest decision you’ve had to make in the last few months?

Definitely trying to predict how the current pandemic will ultimately affect my client base. As the consumer dynamics shift, I have to be ready for whatever’s ahead. My whole life I’ve known the value of flexibility and adaptability, so now it’s just a matter of figuring out how to clients put that belief system to the test (as safely as humanly possible). 

What do you think it is that makes you successful?

I’ve established patterns early on in life that have made it easier to spot the solution long before I have the benefit of hindsight. When I commit to improving a client’s position in the marketplace, I won’t rest until I’ve found a strategy that will give their business the edge. I tell them what they can expect from their customers, but I also give them a heads up of what they can expect from their competition too. 

What has been your most satisfying moment in business?

I’d have to say that it was the moment I mastered the art of the story. A business plan might sound like a dry and technical document, but its core is more than just financial symbols and projections. Whether it’s my company or a client’s, it’s the compelling details and the larger narrative that holds it all together. 

What does the future hold for your business? What are you most excited about?

No matter what happens in the economy, I’m going to keep working with talented startup owners who are ready to put in the work. I learn and grow from their creativity as I dole out advice that will take them to the next level.  

What business books have inspired you?

I loved Stories that Stick by Kindra Hall. The book does an excellent job of explaining the power of stories and how they can make or break companies. It really reminds us of the power of capturing a customer’s imagination over the power of repetition. 

What is a recent purchase you have made that’s helped with your business?

A Premium Zoom account! Whether it’s in-person or over teleconference, face to face is a must for me!

What advice would you give your younger self? 

Not to worry so much. I might have been able to enjoy the journey a little more if I wasn’t so concerned about how it would all work out at the end. The truth was that I had all the tools I needed. Now that I’m older, I see the value of trusting myself even more than I did back then. 

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