Authentic Advantage

About Authentic Advantage

Authentic Advantage explores the real stories behind business success — the decisions, challenges, trade-offs and human moments that shape the brands we remember. Hosted by Anna Shepherd, founder of award-winning media agency Meerkat Creative, each episode goes beyond polished success stories to explore authenticity, leadership, storytelling, creativity and building businesses that actually connect.

Publisher

Anna Shepherd, Founder of Meerkat Creative

Category

business

Language

en

Explicit

No

First episode

1 Jun 2026

Latest episode

2 Nov 2026

Latest episodes

10 episodes in the feed.

1. 

   2 Nov 2026

   Building Bill Fairies: Jenny Ghobrial and Sophia Symeou on Turning a Personal Problem into a Business

   Christmas presents are lovely. But when you’re a newly single mum wondering how to cover the bills, another gift to unwrap might not be what you need. Jenny Ghobrial looked at those two piles on her kitchen counter and wondered why one couldn’t help with the other. She took the idea to her boss, Sophia Symeou. Together, they built Bill Fairies: gift vouchers that pay bills. In this episode of Authentic Advantage, Jenny and Sophia join Anna Shepherd to talk about building a tech business when neither of them came from tech, becoming business partners after being boss and employee, and why growth hasn’t meant hiring a big team. They also get into the moment fraud forced them to stop selling vouchers directly to the public. The bills kept getting paid, but new sales slowed. Then one charity caseworker called with a question — and opened the door to a whole new market, helping deliver millions of dollars in support to women and families escaping violence. There’s plenty here for anyone building a business, including: • Recognising a business opportunity in a problem you’ve lived.• Finding the expertise you don’t have.• Changing direction when your original sales model stops working.• Listening to what customers actually want.• Growing through charities and reseller partnerships.• Keeping the business simple enough to run with a small team.• Using automation while still answering the phone yourself.• Making a business partnership work through the difficult bits.• Protecting time for family without apologising for it.• Saying no to opportunities that don’t fit. Jenny and Sophia are frank about the work involved, the things they didn’t see coming and why they’ve resisted the pressure to do business someone else’s way. For business owners, founders and anyone with an idea that won’t leave them alone.

2. 

   19 Oct 2026

   How to Get AI to Recommend Your Business with Matthew Clarkson

   Your next customer might ask AI who to hire before they ever visit your website. What gives it a reason to recommend your business? Matt Clarkson joins host Anna Shepherd to explore how AI is changing the way customers discover businesses, how marketers work and what makes expertise worth paying attention to when anyone can produce polished content. Matt is Chief Operating Officer and Chief Technology Officer at Cemoh, a platform connecting businesses with experienced marketing professionals. His path into marketing and technology began with studying psychology, followed by a career in research, analytics and online learning. A redundancy prompted a decision to work for himself, eventually leading him to help build Cemoh’s marketing marketplace. Today, AI is central to how he works, from developing software to managing information. But one difficult client email reminded him that getting something written quickly doesn’t always mean getting the communication right. After an AI-assisted message missed the human touch, writing the follow-up himself became a surprisingly fulfilling experience. Anna and Matt discuss the opportunities AI creates for businesses, the limits of generic content and why your own experience, judgement and data matter more when everyone has access to the same tools. In this episode:• How AI recommendations are changing the way customers find and choose businesses.• What zero-click search means for your marketing.• Why producing more content isn’t necessarily the answer.• How original data and personal expertise can make your content more useful.• Turning conversations with founders and experts into authentic marketing content.• How Matt uses AI to accelerate software development and everyday work.• Why taste, judgement and critical thinking still need a human.• Where automation helps customer service, and where customers need a person.• The client email that made Matt rethink how he was using AI.• How Matt would rebuild his business momentum if he had to start again. For business owners, marketers and leaders looking to use AI thoughtfully, improve their visibility and give customers a compelling reason to choose them.

3. 

   6 Oct 2026

   Building a Business Without Going Viral: Josh Simons on Marketing That Works

   Think your business needs to go viral to grow? Josh Simons crossed that off his list early on. The former Buchanan frontman, Vampr co-founder and Vinyl Group CEO joins Anna Shepherd to share how a frustrating experience in his music career sparked a technology business, and how he kept it alive when fundraising became difficult and investors lost patience. From finding Vampr’s first 10,000 users to leading a publicly listed media and music technology company, Josh talks openly about big ambitions, expensive lessons and the creativity behind his business decisions. They also explore why Josh believes brand trust matters more as AI-generated content fills the internet, and how business owners can find their audience without chasing viral fame. In this episode: Moving from musician to tech founder. Turning a personal frustration into Vampr. Raising capital and the risks of high valuations. Balancing conviction with a little delusion. Building alignment with partners and leadership teams. Connecting audiences, creators and brands. AI, authenticity and online authority. Testing marketing channels and knowing when to invest. Leading with creativity and radical transparency. For founders, business owners, marketers and creatives who want to grow their business while staying true to themselves.

4. 

   22 Sept 2026

   Luba Kaplanskaya on Why Your Digital Reputation Matters More Than Ever

   What happens when you refuse to pick one career lane and decide to build your own? Luba Kaplanskaya has worked across law, PR, social media and marketing and found a way to bring them all together. Born in Saint Petersburg, Luba moved to Los Angeles as a young child and grew up travelling between the US and Russia. She became the first in her family to attend university, double-majoring in ecology and evolutionary biology and psychology before an unexpected opportunity led her into law. While working full-time at a law firm, Luba landed her first marketing client and began building her own social media and marketing agency. Her personal brand has since helped her attract clients, land collaborations and become a regular podcast guest. In this episode of Authentic Advantage, Luba joins host Anna Shepherd to chat about: Breaking into an industry without the usual experience or connections Building a business while working full-time Why personal branding isn’t just for influencers How your digital reputation can open doors Where AI is already changing legal and marketing work Why Luba tells AI to stop agreeing with her Setting boundaries and getting comfortable with saying no Making quick decisions instead of letting them linger Saving, investing and resisting “shiny things” Luba also reveals why she keeps zero unread emails, would happily skip a four-day bachelorette trip and believes challenging experiences—from remote camping to Burning Man—have helped her work out exactly who she is.

5. 

   10 Sept 2026

   Tiyon L. Simpson on Stupid Confidence, Personal Branding and Staying Human in the Age of AI

   What if the biggest thing standing between you and your potential isn’t a lack of talent, but the belief that you need to be completely ready before you begin? In this episode of Authentic Advantage, Anna Shepherd speaks with London-born brand consultant, entrepreneur and podcast host Tiyon L. Simpson about confidence, ambition and building a personal brand people trust. After experiencing homelessness from the age of 18, Tiyon moved between jobs before an unexpected opportunity to hand-deliver important business documents to Singapore changed how he saw himself. It became a turning point that eventually led to a career in private banking and wealth management in the City of London, followed by building his own businesses, including Simpson Enterprises. This episode is for entrepreneurs, professionals and creators who know they’re capable of more but feel held back by perfectionism, uncertainty or a lack of confidence.

6. 

   26 Aug 2026

   Nathan Baws On Business Failure, Sustainable Growth and Why Authenticity Wins

   What happens when an entrepreneur who thinks he’s “bullet-proof” discovers he isn’t? Nathan Baws has spent more than four decades building businesses, launching more than 19 ventures and working across industries from health and property to hospitality. He’s also an international bestselling author and took his Perth-based food business, Tommy Sugo, to Shark Tank. In this episode of Authentic Advantage, Nathan joins host Anna Shepherd to talk about the wins, the failures and the lessons that changed the way he does business. From losing heavily on restaurant expansion to learning how to test ideas before investing big, Nathan shares why failure can be one of the fastest ways to grow — if you’re willing to learn from it. Nathan also shares why he believes the rise of AI could make genuine relationships more commercially valuable, not less. This episode is for entrepreneurs, founders and business owners who want to grow smarter, learn from failure and build something sustainable without losing themselves along the way.

7. 

   10 Aug 2026

   Christina Gerakiteys on Failure, Innovation and Authentic Leadership in the Age of AI

   In this episode of Authentic Advantage, Anna sits down with Christina Gerakiteys — transformation and innovation specialist, author, speaker and futurist — for a powerful conversation about failure, possibility, leadership and what it really means to put humanity first in business. Christina shares why failure is not the opposite of success, but often the pathway to progress. From childhood perfectionism to organisational culture, she explores how our earliest stories about failure shape the way we lead, innovate and take risks. Together, Anna and Christina unpack moonshot thinking, optimism as an innovation strategy, psychological safety, the role of kindness and compassion in leadership, and why businesses need to create space for experimentation if they want to truly move forward. They also dive into technology, AI and the future of work — including why Christina prefers to think of AI as “augmented intelligence” and how technology can be used to expand human capacity rather than replace it. At the heart of the conversation is a bigger question: in a world becoming more artificial, automated and uncertain, how do we stay truthful, human and authentic? This episode is for business owners, leaders, creators and anyone who wants to think bigger, lead better and build a more meaningful future.

8. 

   9 Jul 2026

   Elysium ‘Glam’ Nguyen: AI, Authenticity & Why Great Ideas Need Great Support

   In this episode of Authentic Advantage, Anna Shepherd sits down with Elysium ‘Glam’ Nguyen, founder of Global Marketing Institute, for a conversation about marketing, authenticity, business growth, leadership, and why great ideas need the right support to become reality. Glam’s entrepreneurial journey started early — from registering her first business at 15, to building a design agency as a teenager in Vietnam, to eventually founding Global Marketing Institute during one of the most disruptive periods in modern business. In this conversation, Glam shares how marketing became the bridge between creativity and business, why authenticity matters even more in the age of AI, and what it really takes to build something that people trust, believe in, and connect with. Anna and Glam also explore what it means to go all in on a business, how to scale authenticity beyond the founder, why kindness is a powerful leadership principle, and how business can become a platform for helping others realise what they are truly capable of. This episode is for entrepreneurs, marketers, founders, business owners, creators, and anyone trying to build a brand that feels human, purposeful, and commercially strong. In this episode, we cover: – Starting a business at 15 – Why great ideas need great support – Authenticity in the age of AI – The difference between working hard and working smart – Building Global Marketing Institute – Scaling a business without losing yourself – Why kindness matters in leadership – How to build trust through marketing – The responsibility that comes with helping people succeed

9. 

   22 Jun 2026

   Sarah Emilia: Personal Brand, Reinvention & Why Followers Don’t Equal Success

   In this episode of Authentic Advantage, Anna Shepherd sits down with Sarah Emilia — a hairdresser by trade who built a powerful personal brand and a massive online community before stepping into her next chapter as a creator, speaker and businesswoman. Sarah shares the real story behind growing online: why going viral is not the same as building a business, why follower numbers do not automatically equal income, and why chasing views can make you lose sight of who you really are. This conversation explores the pressure of visibility, the reality of audience loss when you evolve, tall poppy syndrome in Australia, parasocial relationships, self-worth, and what it takes to build a personal brand that creates real impact — not just attention. Sarah also opens up about leaving behind the chair at the peak of her hairdressing career, entering a transition phase, and redefining success around helping people, speaking on bigger stages and showing others what is possible. If you are a creator, entrepreneur, service-based business owner or anyone building a personal brand, this episode is a powerful reminder that authenticity is not about being the same version of yourself everywhere. It is about knowing who you are, what you stand for, and how to show up with integrity in the space in front of you. In this episode, we cover: How Sarah built her personal brand from behind the chair The TikTok shift that changed her business Why followers, views and engagement do not guarantee income The difference between attention and impact Why evolution often means losing part of your audience Tall poppy syndrome and the pressure of staying successful The danger of chasing views and losing yourself How to protect self-worth when people are watching Why authenticity needs boundaries Sarah’s next chapter as a speaker, mentor and businesswoman Listen now to hear Sarah Emilia’s take on personal branding, reinvention, influence, authenticity and building a life beyond the numbers.

10. 

    1 Jun 2026

    Reebok Founder Joe Foster on Storytelling, Success & What AI Will Never Replace in Business

    Reebok co-founder Joe Foster joins Anna Shepherd on the very first episode of Authentic Advantage to discuss building one of the world’s most iconic sports brands, the power of authentic storytelling, and what artificial intelligence (AI) will never replace in business. From creating the Reebok name to growing a small UK running shoe company into a global fitness powerhouse, Joe Foster shares the lessons he learned about entrepreneurship, brand building, leadership, creativity, and creating a company that becomes bigger than its founder. In this conversation, Joe and Anna explore what truly makes a brand stand the test of time — not just clever marketing or chasing trends, but authenticity, belief, people, purpose, and human connection. They discuss: • The origin story behind the Reebok brand name • Why storytelling is one of the most powerful tools in business and marketing • How founders can build a personal connection without becoming trapped inside their brand • Why great businesses are built by teams, not individuals • The importance of letting go as a company grows • The rise of AI in content creation, branding, and business • How entrepreneurs can use AI without losing originality and creativity • Why human emotion, imagination, and authenticity remain irreplaceable After decades of experience building Reebok into a globally recognised brand, Joe Foster’s perspective challenges modern entrepreneurs to rethink success, leadership, and what it really means to build something that lasts. Authentic Advantage is a podcast exploring the real stories behind business success — the decisions, challenges, failures, breakthroughs, and human moments that shape the brands we remember. Hosted by Anna Shepherd, founder of award-winning media and content agency Meerkat Creative, Authentic Advantage dives into entrepreneurship, storytelling, leadership, marketing, creativity, and authenticity in an increasingly artificial world. Subscribe for more conversations with founders, entrepreneurs, creators, and business leaders exploring what it really takes to build brands that matter.

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Spotify

5.0 / 5

4 ratings

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Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.