Loyalty, liquidity and leadership: The Urban List journey
From humble beginnings – a bedroom in inner city Brisbane – The Urban List has emerged as one of Australia’s fastest-growing, most influential media companies.
The first venture of founder and CEO, Susannah George, the journey has been pitted with classic rookie errors, well-timed wins and an increasing appreciation for the power of an all-star team.
While the brand is hailed as something of a “social and cultural North star” for its audience of 3 million+ advocates, converting this loyalty to liquidity has been an ongoing challenge – a delicate and daily balancing act of commerce and creativity – and a crash course in leadership.
Share in the story as Susannah reflects on the greatest lessons learnt, comes clean about the decisions that drove the company off course, and hypothesises about the next big thing in digital.