(light music)
I wanted to be like my dad, so like
I went to university and studied finance
'cause he's in investment management.
I went to one lecture and it was about
derivatives all right, fuckin hated it.
So I went like to the course counselor
and I was like I can't do this shit.
Like what has this got to do with money, right?
And so I switched to marketing.
Marketing had like a lot of girls in it
and it was like fun, a fun course to do.
But anyway at university, guess how many courses
we did on online marketing?
Five year program,
four units or five units every semester, zero,
and I was already using the internet to order pizza
to like buy stuff online, like
as a customer I was buying that way
but I wasn't learning how to market that way.
(light music)
But when I graduated, like most marketing graduates
don't go into marketing, there's not enough jobs
for all of the people that study it, right,
so most people end up in sales,
and my dad was developing properties in Phuket, Thailand
and I went and sold villas for him,
he hadn't sold a villa, one in six months he sold.
(light music)
And I'm sitting there, it's the middle of low season
like it's Phuket and you're selling property to foreigners
like, and there's only four months of the year
where there are people on the island.
It's like raining outside, there's no people on the island,
and I'm thinking to myself how the hell
am I going to get customers.
So, you know, I had a computer in front of me
so I like learned how to get to the top of Google
so that when people are searching from wherever they are
Russia, like Singapore, Australia,
property investment Phuket, like they see us
at the top right, and so when high season came around
we were getting 10 leads a day,
and like I've hacked Google, like I have.
We've sold out our development in a year.
We did four or five other projects.
But I got head hunted by a company in Hong Kong
we heard they can get property sites on top of Google
and Google like did something I've never heard
of before which is called an algorithm update.
Like anyone who's been in digital marketing
for longer than 10 years knows what an algorithm update is
because it will affect like the work you do.
Like so yes, I get get websites
to the top of Google then right.
All of sudden what I was doing would not only not work
anymore but it could get you blacklisted.
So I learned the hard way that in order to be successful
at digital marketing you have to adapt.
(light music)
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