Fishing for herring in Lancelin.

And why whiting was more important than work. 

I was sitting across from him in his Malaga office. On paper, everything was going well… I passionately outlined what the next stage of growth would look like, and what we would need from him or his people to execute the strategy. He stared out the window and into the carpark, where his 4-wheel drive sat next to a 50-metre-high industrial shed. 

“Not everyone wants to be a tycoon,” he suddenly said. 

“Sorry, what was that, Rod?” I replied. 

He looked me in the eye. “I just want to knock off on Thursday night and go fishing for herring in Lancelin.”

Fair enough.

I hadn’t understood what kind of business he wanted. I was marketing him like a maniac, driving what I thought was a performance business. Rod wanted a lifestyle business. The only thing he was firing up was the engine on the tinnie.

I was in my early 20s then, working for an agency that was at the top of its game. I assumed everyone was hungry. I no longer make that mistake, and hopefully I pick up better on cues now so clients don’t have to spell things out to me so plainly.

Of course, Rod (and anyone else) can do whatever he wants. There’s nothing wrong with a lifestyle business. But at Helium, our energy is limited and valuable. 

We do our best work with clients who want momentum, not maintenance, and who are prepared to show up for the change they say they want. 

If that’s you, talk to us about partnering for growth in 2026.

Kind regards,