Preview Messenger Collective 1st edition

messenger

game changers | thought leaders | rule breakers | style makers

COLLECTIVE launch issue

lorna jane clarkson online giants doing it differently

Etsy Spotify Kickstarter

How to FUEL your entrepreneurial SPIRIT The GLOBAL TREND that will change your life

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international Experts with

5M

+

Twitter Followers and

15M

+

Facebook Friends

CHIP CONLEY GUY KAWASAKI ROBIN SHARMA KAREN WALKER THE COVETEUR MARIA SHARAPOVA BRADLEY TREVOR GREIVE

w a r , d e g g u l p un y g d e and

AUD$9.95 | NZD$12.90 | CAD$12.99 | USD$12.50

EXPOSÉ The real fashion story WHO’S PULLING THE THREADS?

#messengercollective messengercollective.com

messenger

game changers | thought leaders | rule breakers | style makers

COL LECTIVE WHAT IS

messenger COLLECTIVE? RAW, EDGY and uncompromising! messenger COLLECTIVE will bring you the story behind the story of the individuals making an impact on any given industry. The GAME CHANGERS, the thought leaders, the RULE BREAKERS, the style makers; we will find out how and why their business evolved and will make ENTREPRENEURIALISM accessible to inspire readers to bring their own vision, goals and dreams to life. messenger COLLECTIVE’s 176-page launch issue is filled with 92 thought-provoking stories featuring incredible talent from myriad businesses and walks of life. The international contingent includes Guy Kawasaki, former chief evangelist for Apple and Dandapani, Hindu priest and world-renowned meditation teacher. From Australia we have ground breakers Lorna Jane Clarkson, Bradley Trevor Greive, who is the author of international bestseller The Blue Day Book, jewellery designer Samantha Wills, lauded as “the breakout star” by The New York Times, Kate Vale from Spotify, and many more. messenger COLLECTIVE showcases the coolest gadgets, trends and apps, as well as unedited opinions across fashion, technology, travel, eco, start-ups and investigative exposés.

COVER: The first lady of Australian fitness wear, Lorna Jane Clarkson, as you’ve never seen her - unplugged, raw, edgy. Lorna Jane is one of Australia’s most inspiring solopreneur stories, with a multi-million dollar activewear empire that has just launched into the US. On shooting the cover Lorna says, “It was so far away from how I would usually express myself in front of a camera...I felt like a rock star and just had fun with it.”

FOR TODAYS ENTREPRENEURS: Brian Moran’s bio reads as the whodunit of publishing. A former Executive Director on The Wall Street Journal, Brian has more than 20 years’ experience in publishing. He is currently a member of the US Chamber of Commerce’s Small Business Council, and onthe CEO Advisory Board of the Small Business and Entrepreneurial Council. Sowho better to kick us off with some well-tested advice for all aspiring entrepreneurs?

A LIFE OF CHOICE: Hindu priest and former monk Dandapani is one of the world’s foremost meditation teachers.

He talks to Lisa Messenger about keeping things simple through focusing on your day-to-day choices and what is most important in life. By taking the time to stop and clear your mind you can better direct your energyand be more productive and effective in your business, family and personal lives.

FASHION BUSINESS: Luxury fashion brands strive to be, above all, exclusive and unique. But what most consumers don’t know ishigh fashion is owned and ruled by three huge

messenger

COLLECTIVE LAUNCH ISSUE

LORNA JANE CLARKSON ONLINE GIANTS DOING IT DIFFERENTLY

Etsy Spotify Kickstarter

How to FUEL your entrepreneurial SPIRIT The GLOBAL TREND that will change your life

107

INTERNATIONAL EXPERTS with

5M

+

TWITTER FOLLOWERS and

15M

+

FACEBOOK FRIENDS

CHIP CONLEY GUY KAWASAKI ROBIN SHARMA KAREN WALKER THE COVETEUR MARIA SHARAPOVA BRADLEY TREVOR GREIVE

raw , d e g g u l p un and edgy

AUD$9.95 | NZD$12.90 | CAD$12.99 | USD$12.50

EXPOSÉ THE REAL FASHION STORY WHO’S PULLING THE THREADS?

#messengercollective messengercollective.com

conglomerates. It’s these companies that dictate the collections that filter from the catwalk to the designer stores to the high street stores. messenger COLLECTIVE puts the fashion industry under the microscope to investigate the pressure being put on designers to commercialise their brands and make return and the brutal corporate take-overs.

ABEAUTIFUL MIND: Bradley Trevor Grieve touched our hearts and souls in 2000 with his bestselling The Blue Day Book and has gone on to publish even more, selling over 20 million copies worldwide. BTG has lived many extraordinary lives and he shares with messenger COLLECTIVE his tales of both adversity and joy and, as always,he sets the benchmark for humility and courage.

GOLDEN GIRL: A series of “lucky” breaks turned Samantha Wills’ market stall hobby into an internationally sought-after jewellery brand. But it’s taken more than luck to turn SW into an operation on two continents, and growing. Samantha shares her journey and some tips on growing your business.

GAME CHANGERS: messenger COLLECTIVE takes a look at various game changing businesses; ETSY, the homemade and vintage products site, continues to dominate cyber space and last year’s US$40 million cash injection promises more to come.

Spotify, the digital music streaming service, has given people in 17 countries a legal alternative to piracy and now rivals Apple for market share.

JOIN THE REVOLUTION Embargoed 1 March, 2013

game changers | thought leaders | rule breakers | style makers

join messenger COLLECTIVE For more information or interview requests contact: Jane Morey or Emma O’Reilly at morey media on 02 9954 7955 or info@moreymedia.com.au

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CONTENTS On the COVER

114 Lorna Jane | the rebel within 021 Guy Kawasaki | the ‘enchanting’ Silicon Valley bigwig 056 Maria Sharapova | on ‘sweet’ success 034 SPOTIFY | setting the benchmark 038 ETSY | the hobbypreneur take over 048 CHIP CONLEY | the transcript 121 BTG | a beautiful mind 050 3D Printing | a new d imension 075 Karen Walker | business models and barbies 084 Fashion | behind the seams of the big four 130 Robin Sharma | on changing your path

Features

030 when did you stop believing? | age has no limit 040 CROWD PLEASERS | the crowdfunding takeover 042 Outsourcing | a day in wonderland 044 AN EMERGING WORLD | doing business in a BRIC economy 046 PASS IT ON | succession planning 047 Turf wars | intellectual property 054 TRUE TO FORM | Burberry 065 The Business of Blogging | the big question 126 Dandapani | the monk in the big smoke 137 working the dream | meet a new breed of entrepreneurs 166 journey’s end | the Intrepid story

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COLLECTIVE

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SAMANTHA WILLS | the midas touch The Coveteur | closet to closet STEPHEN WILTSHIRE | remember me Doc Hendley | what’s up Doc?

Tech feed

058 BYO Tech | the best of the rest 062 Building the buzz | on the grapevine 063 Bondi hipsters | YouTube takeover 066 the design files | the daily feed

the new class

068 pamela love | with LOVE from Chelsea Market 070 Arielle KebbeL | young Hollywood 072 Darren McDonald | looking through the lens 073 Lily Kwong | a model citizen

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ISN’T IT IRONIC? With racks of amazing pieces, from Carla Zampatti, Bianca Spender, Manning Cartell and Karen Walker; Samantha Wills’ beautiful jewellery, shoes and accessories from Escada and couture lingerie from Roberta Glass, all of a sudden Lorna was dressed in her own harem pants from Bali, a trip she remembers fondly, Lisa’s faux fur vest and Tracy’s neckpiece. And POW! It just worked. We were all blown away by the fierceness, playfulness and excitement Lorna embodied.

Lorna exclaimed she felt unleashed, the look reflecting her inner self yet contrasting so distinctly with her usual style. The transformation of this inspirational fitness fanatic, business woman and wellbeing warrior by wearing these pieces was extraordinary and special. We were able to capture a moment in time that no-one will have seen before – Lorna’s realisation that there was so much more to her. The best – yet to come...

-OFFERSp14 -- Dinosaur Designs Gift Voucher p80 -- Collective Covet + Real Store Promotion p.92 -- kikki.K Happiness Workshop p112 -- Edible Blooms Event p113 - Join our Reader Panel p150 -- Bungalow 3 Travel Weekend p131 - Subscribe to join our Collective Class

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Style MAKERS

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Markus and Indrani | an iconic moment The Versatile Gent | men of style kikki.K | the paper trail

Habitat

094 Megan Morton | the stylist’s escape 096 COOL SPACES | kaleidoscopic colour 098 Louise Olsen | the designer’s haunt 100 CREATIVE HUBS | co-working spaces around the world 102 BENNY’S SPACE | Four-legged floor-play 104 The new crop | Logan Wines 108 Urban Balconies | down to earth 110 going green | everybody’s doing it 112 A ROSE AMONGST THE HORNS | leading the charge

Photographer: Jason Zambelli | Stylist: Camilla D’Arcy | Make Up Artist: Lily Fontana | Hair Stylist: Eva Bergstrom

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WHAT DO YOU WANT TO SEE? JOIN OUR COLLECTIVE CLASS.

JOURNEYs

132 tim olsen 134 li cunxin 135 jack daly 136 paul lyons 142 Kevin Richardson 144 matthew hope 146 stu spence 147 emma balfour 148 Phil Hess

NOMAD

152 GARDEN HIDEAWAYs | four of the best 154 global insiders | Amsterdam, Dublin, Stockholm,

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signature pieces

080 collective covet | things we love 082 20 things | to improve your life 172 THOUGHT LEADERS | spanning the globe 176 anything is possible | a write of passage

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Vancouver, Havana, Beijing

161 RETREATS | escape the race 163 THE AMALFI COAST | the local’s guide 168 TIME OUT | memories of a globetrotter 170 Ahead of the pack | underground supper clubs 171 global conferences | where to in the next three

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Connect with us online at MESSENGERCOLLECTIVE.COM

INSIGHT

F

or Willem, buzz marketing – which encompasses anything from viral marketing to buzz-creating events (just think how Apple manages to have the whole town talking about every new product without making an obvious marketing effort!) – can be utilised by companies of every dimension.

The simple reason: in each case it is highly efficient.

“Word of mouth zooms in on the oldest form of marketing – the ‘advertising’ done by your customers,” he says. “The reason word of mouth is so effective is that it is highly credible, the message is customised and is delivered at a better moment and via a more optimal channel than other forms of marketing.”

Being a naturally-occurring phenomenon is word of mouth’s biggest advantage but also part of the challenge it poses. Meeting this challenge – that is, “turning it into an instrument without losing its natural impact” – is what Sodderland and his team have been working on since 2005.

“We basically take the base of word of mouth (opinions flowing from product experiences) and provide very large groups of selected consumers [known as Buzzers] with a product so they can try it out,” he explains. To boost the impact of word of mouth even further, Buzzer developed so-called ‘BuzzTools’ that are integrated into campaigns. They can be defined as creative instruments to help people to share buzz with others.

Willem’s advice to those wanting to break through the clutter in the marketplace is clear: “First, look at the positive things people are already saying about your product. The key to marketing success is to blow these up. Align everything to make these buzz-able aspects of your product more defined [and] visible. Second, make word of mouth or buzz-ability a focal point in every aspect of your business.

When creating a product, build buzz into it. If people won’t talk about a feature, seriously consider skipping or redesigning it so that people will talk about it. See word of mouth as the single greatest, most valuable source of market research.”

Finally, Willem cites passion as central to this innovator, be it in business philosophy or tips for creating new businesses: “Stay close to your own feeling. Dig for something you would personally really like to see changed rather than trying to find the ‘largest’ opportunity in the market. This ensures you will be passionate enough to overcome all the obstacles.” Are you ready to get buzzing?

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A unique word of mouth campaign: TED invited 50 taxi drivers to a TEDx conference in Buenos Aires and then let them do what they do best – talk.

With 50 taxis and 20 passengers per day, through word of mouth, the drivers reached 7,000 listeners in one week (seven times the number of people in attendance at the conference!)

messengercollective.com

BONDI HIPSTERS

brotherly bond

Christiaan and Connor Van Vuuren became YouTube heroes with their sardonic take on Bondi life.

But their creativity spawned from an unlikely scenario that Christiaan now credits with saving his life.

BUILDING the buzz There’s nothing more valuable than word of mouth marketing for a new product, business or event.

Meet Willem Sodderland, the entrepreneur who has harnessed this concept, founding Europe’s first word of mouth marketing agency 13 years ago.

WORDS: CAMILLA D’ARCY

“Last week I was in surry hills and someone

yelled out ‘Dom!’ and I turned around and there’s a girl waving at me from her car… Next thing I know, she’s crashed right into the car in front of her!” Christiaan Van Vuuren, one half of the totes amazeballs Bondi Hipsters, is recounting a celebrity moment. The eco-obsessed, party animal duo Dom (played by Christiaan) and Adrian (played by series co-creator Nick Boshier) are as infamous as the beach they hail from. While the characters are instantly recognisable, it is the journey of Christiaan, 31, and his younger brother Connor, which fans may not be as familiar with.

Following a 2009 trip to South America, Christiaan discovered he’d contracted multi-drug resistant tuberculosis. He was taken into isolation at a Sydney hospital and quarantined for a total of six and a half months. Fear, anxiety and depression followed, exacerbated by the knowledge that his highly infectious illness, if left untreated, was known to kill one in two.

“It was scary,” Connor recalls. “I thought he was toast! The medication had a massive effect on the way Christiaan functioned mentally. He had really heavy levels of anxiety. One of the side effects was severe depression and suicidal tendencies.” > messenger collective |

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