Why I’m stepping down as Mumbrella editor to help grow our business
Mumbrella’s founding editor Tim Burrowes is stepping away from running the newsdesk. He explains why.
After nearly five years, today is my last day in the editor’s seat at Mumbrella.
I’m staying with the company, and I’ll still be writing for Mumbrella almost every day, but my role is changing quite a lot.
For the first time in something like 17 years, my job title will not include the word “editor” in the title. Which will take some getting used to.
So please forgive a somewhat indulgent (and long) post as I share what seems to have become an annual update on Mumbrella’s journey. You can find last year’s update here.
Our actual five-year anniversary is on December 9. But I intend to be on holiday by then.
Fair to say that we’re still making progress. Google Analytics tells me we’ve now had 18m visits and are closing in on 35m page views. Which is far more than we would have dreamed of when we started.
Not much has turned out as I expected. But in a good way.
Take the technology.
Five years ago, I was refusing to get an iPhone 3G, convinced that I would never be able to give up my BlackBerry’s keyboard.
At the time I was plotting the launch of a weekly PDF for media agencies, based on the evidence that advertisers at my previous employer didn’t seem willing to buy buttons and banners. (In my defence, iPads were nearly two years away, the Apple Newsstand three.)
The idea of running the office through shared documents and powering the office email by Google was a tad far-fetched.
And the idea that we’d be casually running an Asian operation with constant Google video Hangouts linking up the Sydney, Singapore and Hong Kong team would have been somewhat grandiose.
Equally preposterous was the concept of being able to live stream video to the site at the drop of a hat.
Back then, one year old Twitter looked like a bit of a fad, albeit one I thought I’d play with.
And the media and marketing landscape we’d be writing about looked more different than you may remember too.
Among the free-to-air channels, there were just the five of them. Nine was the one that seemed to be in trouble.
Australian newspapers were crowing that they had avoided the circulation falls besetting their overseas peers.
Almost nobody was using phrases like “branded entertainment” or “content marketing” or “earned media”.
And flash mobs hadn’t become a marketing thing.
So we launched Mumbrella. Based on the free WordPress platform, the idea at the time was that it would be a quick and dirty blog where we would chuck content from our dreadful PDF idea.
The name Mumbrella was cooked up in the Beresford pub on October 15.
Looking in my diary (I still had a physical one then), I was fortunate in my choice of drinking buddies that night.
It was Mark Holden, now worldwide strategy and planning director at PHD, and Andy McKeon, now global customer marketing lead at Facebook.
At some point in the conversation “media and marketing umbrella”, as the description of what we’d write about, was shortened. It was a strong name, declared Holden, because “Mum” was a warm word semantically.
So, with a vague business idea of PDFs, and somehow selling ads on to them, I left my seemingly secure and certainly enjoyable job on B&T.
Luckily the blog bit took off immediately, and it began to occur to us that the production effort of putting together a PDF was going to be a lot of work, so we dropped it before it began.
I won’t bore you too much with how the business has grown. But we’re now more than the simple blog. There are nearly 20 of us on the Focal Attractions team.
As well as the Mumbrella website, there’s the daily email which now has more than 35,000 subscribers. And alongside that the annual Mumbrella360 conference which turns over more than 1100 visits.
You’ll also be aware that we launched Mumbrella Asia some months back.
We’ve also tried to superserve different parts of the industry, with the likes of our branded content and entertainment event and awards beFEST, and our PR and social media offering CommsCon (I know the name is terrible. I promise to do something about it.)
We’ve also now launched our subscription offering The Source, which offers hard-to-gather data on which brands work with which agencies. And next week comes SAGE – the Secrets of Agency Excellence conference organised under The Source’s banner.
And of course this year has seen our grand weekly tablet experiment with Encore (more learnings to be shared on that soon).
We’re also growing what we offer in training, with the likes of Mumbrella Digital School, Mumbrella Social Media Academy, this week’s launch of Mumbrella Content Marketing Academy and occasional one off masterclasses.
Throughout this growth, I’ve been able to indulge myself with what has been without doubt the most intense, stressful, addictive experience of my professional life – editing Mumbrella every day. Writing a fair bit of the content and editing all that is produced by our growing team of journos.
It’s been absolutely my life – particularly in the early days when I was the only writer. Getting up before dark and going home after dark, at least six days a week. I loved it though.
Initially I camped out in the office of TNT magazine, where I spent what was usually 12+ hours a day sharing a room with possibly the loudest server in the world. It’s probably been three years since I was in that room, but I still hear that server. I remember working in that room during the height of the Australian summer (it may even have been New Year’s Day) and feeling like I was the only person in the country at my desk. But more importantly, I knew that our rivals wouldn’t be.
But for any journo, it would have been utterly addictive. Writing about a fascinating industry at a time of unbelievable change, telling it as you see it with no boss to order you otherwise.
The telling it like you see it bit is also the most stressful of course. The most important thing for a journo to do is to remember that they’re not writing for their peers, they’re not writing for their advertisers and they’re not writing for their contacts – they’re writing for their readers.
Which means that sometimes, when you tell it like you see it, you royally piss off those advertisers, peers or contacts.
Which is where that stress comes in. That moment when you’ve got a great piece – you’re sure it’s stood up, you know the readers will enjoy it, and you know it’s going to ignite a shitstorm. There’s often been a feeling of 95 per cent glee and five per cent sickness, wondering why the hell you put yourself through it.
Being editor of any site like Mumbrella though encourages a very specific, and self-indulgent form of working.
You get to dip into the fast-flowing stream and pull out a juicy morsel as it goes past. But you don’t have to (and can’t) deal with the entire stream.
I began to realise that the only way of staying sane about my inbox (at the time of writing 56,511 unread emails) was to form the view that I (and more recently we) can’t cover everything.
Instead the job became that of delivering enough interesting and relevant material to hopefully get people to come back on another day.
But you become an internal bottleneck. It requires having very patient and supportive colleagues carrying the hidden non-editorial load, and dealing with a constant nagging sense of guilt that you’re holding things up that need your involvement.
Coincidentally, I was in the audience for yesterday’s Sydney presentation from Four Hour Workweek author Tim Ferriss. I expected to be cynical, but too much of what he said about the challenges for busy people of finding ways of not being a bottleneck rang true.
This became increasingly true as we began to build Mumbrella360 and I attempted to put together the content off the side of my desk.
Not least, as it began to dawn on me, that just like most media owners, the journalism we do is effectively content marketing. More and more of our business comes not from the ads, but in using the relationship we’ve built up with our readers to work out where we might be able to profitably – and usefully – fill a gap through events or training or other services. In truth, that’s all content marketing. And if I want to help grow the business I have to become a better content marketer.
Which brings me to my new role.
I’ll be content director.
Alex Hayes, Mumbrella’s new editor (he joined us from B&T a few weeks back), will report in to me. But those moments of 95 per cent glee and five per cent cold fear will now belong to him.
(To be pedantic, because of next week’s SAGE conference, our deputy editor Nic Christensen will run the desk for the next week, and Alex will take the role from the November 25. From December 1, I’ll be on holiday.)
Next year, I’ll be taking more responsibility for the content of our events, and for developing any future editorial offerings. To be frank, I’ve had to choose a more grown up and slightly less self-indulgent course. Because that’s how we will continue to grow. I’m going to have to try to kick the addictive allure of breaking news.
I can’t let go entirely though. Most days will still begin with a piece of writing for Mumbrella. But I will no longer be editing anyone else’s copy.
It’s exciting, because I think we’ve got a lot of growth (geographically in Asia and elsewhere; and in other sectors locally) to come. Also, I may finally get out for lunch once in a while.
And it’s daunting too, not least because I’m going to have to start answering my emails.
That will all have to wait for next year though. As of December 1, I’m taking a six-week holiday – my first of that length in nearly 25 years as a journo.
So thank you for reading. It’s been a once-in-a-career ride. It’s not over, but the first part is.
Over to you, Alex.
Tim Burrowes
Amazing story – Congratulations Tim! Been fantastic to see the site and its broader offerings grow. Looking forward to seeing what comes next!
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Congrats Tim — looking forward to seeing where you take it!
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Congratulations Tim and all the best with the next chapter of the Mumbrella story.
Alex, all the best to you too. I’d say you have big shoes to fill, but it sounds like you have a bigger inbox to address first!
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Well done Tim! Have a lovely, relaxing break. I’m looking forward to Mumbrella in 2014.
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Proving once again that life’s journey, its nuances, its roads less travelled always culminate in one spectacular way – upper, middle management!!!
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Tim, I was at TF yesterday and the same sentiments rang true. I’m look forward to sharing stories with you over a beer soon. Congratulations on your success.
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Well done, congrats and keep being awesome.
And do write a postcard, won’t you.
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Time for a new logo and some branding!!!
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Good job Tim, I feel that an appropriate comment is called for in the Mumbrella style!
You’re a fool, Mumbrella has no future, you have no idea about digital or media, I never ever read Mumbrella anyway. Go back to England you pommie *****. What’s Encore?
Ha ha. See you soon.
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Congratulations Tim. All the best for this new chapter.
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Hey Tim,
I don’t really know you but I do read much of your content. I’m genuinely happy for you for being able to build from an idea into a reality … and then to have the fortitude to step away when you know it is the right time.
Superb stuff and good luck to the team.
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Always great working with you, Tim.
Have a super holiday.
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Congrats Tim you’ve been such a pleasure to deal with! and such amazing achievements!
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Huge congrats. It’s great to see how far you guys have come in five years. Here’s to another interesting chapter.
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Congratulations, Tim. A great job, and well earned position. And welcome to Alex – don’t feel too daunted by the shoes. 🙂
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Awrrabest for the next chapter Tim. Brill, class-leading effort.
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congrats Tim – funny how you’re doing this, I’ve just appointed editors to both ProBlogger and Digital Photography School in the last few weeks for similar reasons.
Reassuring to know others are taking the step – great minds think alike!
Congrats on the development of the business too – very exciting!
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Congrats, Tim. Job well done!
And just where will we find you on Twitter from here on in?
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It has been a ride! Look forward to more good times with Focal Attractions in 2014. Good luck Tim and welcome Alex. JK
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Great work, Tim. I’m glad to hear you’re taking a well earned rest. There’s nothing like stepping out of the city, blissing out in holiday mode for a while, then being able to look back at your life from a new perspective. Have a wonderful time!
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Great column tim and congratulations on ‘growing up’ and handing over – smart move towards your next great stage
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Well done, Tim.
Best of luck letting go of the 95%-glee-5%-cold-fear addiction, though. Six years on, I still miss it!
N x
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Best of luck mate.
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Congratulations Tim, well done. Interesting read of Mumbella’s growth, too.
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Congratulations Tim! I’ve been a reader for the last year or so and always wondered about the how the name came about!
All the best for the next chapter!
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Congratulations on such an extraordinary business. Hope to see you tonight at the awards but if not have the most well deserved holiday and I look forward to watching Mumbrella continue to grow from strenght to strenght next year. It really is quite an incredible journey of which you should be exceptionally proud x L
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Sad we won’t see you at the helm everyday Tim, but awesome you are taking on a new adventure!
Alex, big shoes to fill (I get the irony!), but absolute best of luck with it though, Mumbrella has a pretty loyal following to welcome you in with.
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Nicely played Mr Burrowes. Good luck.
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Proud of everything you’ve achieved mate!
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Indisputably a major and positive disruptor in the media & marketing reporting space. Tim, enjoy your well deserved six week sabbatical, return re-energised, and aim to continually surprise with the unexpected but much valued!
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I genuinely enjoy reading this piece each year. Keepitup.
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Congratulations Tim and WELL DONE on giving us readers such a wonderful piece of work in our Inboxes every day. Rest assured that all your angst have been rewarded, and then some! All the best for your next adventure 🙂
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Exciting news Tim. Congratulations and enjoy that well-earned break!
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Congratulations Tim and Alex!
I look forward to the next stage of Mumbrella’s growth.
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Congratulations Tim. I’m doting on that page from your diary.
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Tim I still think you need to find a narrative of Mumbrella that includes Witchery Man. Talk about community engagement!!
Congratulations on it all. Adam
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Well done on changing the game Tim. I remember you first mentioning Mumbrella to Gavin and myself over a beer at theBrandshop offices in Paddo. You were a bundle of nerves and excitement in equal measure. It was a great idea then and still is today. Congrats and keep powering.
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Congrats Tim. New chapter begins for all.
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Congrats Tim and Alex and when are you floating the company? I think that will be on the rader in the future.
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Congratulations and have a well earned break. I will allow you to vacate the editors seat, but don’t think of making any rapid and crazy moves such as slipping out of a side door and doing a runner. I, and I know many others, will need and want you around for a very long time to come.
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Congrats Tim!!! I remember when you first started mUmBRELLA and I’ve been hooked ever since! Enjoy your long overdue, well deserved break – hope to catch up with you soon. Best of luck to you Alex!
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Congrats Tim on the new role and a great publication!
Good luck with everything, enjoyed your long over due holiday and keep up the great work!
Cheers
Rob
PS – thanks for your support with the Digital School too, what an awesome programme! 🙂
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Congratulations Tim. I remember watching from the opposing team in media land at the time as you launched Mumbrella. It was bold, brave and brilliant.
I remember the changes in marketing and media beginning to unfold as you launched. It’s always a great time to be a journo, I say! I look forward to seeing what happens next at Mumbrella. Enjoy your break.
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It really wouldn’t be a Mumbrella comment thread without a snarky cynical comment from Anon. But I can’t be bothered.
Enjoy the break. I assume since you’re on hols you’ll be wearing a collared shirt as opposed to your normal business attire…
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Respect.m
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The rise and rise of Mr Burrows – clearly well deserved Tim.
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congratulations Tim. you’ve built something valuable and enduring.
keep up the good work in your new role
Well done Tim.
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Fantastic journey – well done and enjoy a much deserved break.
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Congrats Tim, congrats Alex (sorry Tim I skipped all the boring stuff in the middle and went straight to the punchline)
Rowan
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Congratulations on this inspirational milestone.
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Congrats Tim and team – it’s been a journey I know for you guys and wish you all more continued success. But first of all, enjoy the holiday. And thank you for making me feel better about my own overflowing inbox. 🙂
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Great piece Tim and great work. It’s been awesome to watch it grow. Have a great break and good luck in the grown up role :o)
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Many corporate announcements are Orwellian. This one did not feel like that. But … There was no boring stuff in the middle. Be excellent – and party on, dude.
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I’ve never been one for journalistic content, as it’s all paid for, none of it is really for the reader, as the advertisers dictate the direction…..I remember being in a medial journal meeting with big pharma, and the suits said “we will pull our 3.5 million budget from this rag, if you don’t endorse our direction”….the internal suits, soothed the content people, and of course, the advertisers got what they wanted…..what you have achieved to-date with mumbrella is unheralded – you kept true to audience, and in turn, have a loyal following – good luck with the event’s, they’ll be the best in town….
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Congrats Tim. You have made Mumbrella a real player in our industry. Thank God your not an agency(sort of!!)
Enjoy the break!
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You are a good and very decent man Tim. Our industry needs such.
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Congratulations Tim – I really never thought you could hand over “the baby.” slightly homesick for my old desk after reading this!
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Tim – well done, it’s quite an achievement, you and the rest of the team should be very proud. Have a great holiday and good luck with the next phase! Alex, congrats to you too and see you soon!
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Tim,
Congratulations. It’s been fascinating watching the evolution of Mumbrella. You and the team at both Mumbrella and Encore deserve every success.
You’ve undoubtedly enlivened the coverage of media across Australia.
Look forward to what Mumbrella has to deliver in 2014!
John Hanrahan
Lighthouse Communications Group
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Well done on your development of Mumbrella. Hope you enjoy your well deserved break before coming back in your reinvented role.
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Take a bow Tim. A job well done. All best for the next chapter.
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One of my favourite sites, read it daily. Not even in the industry.
Good job, Tim.
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Fabulous work mate
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Tip of the hat, sir.
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Top stuff TB. Add Mumbrella to the list of successful start-ups I failed to join. Enjoy the vacation. Love to see you if you’re ever in San Francisco. WriteStrong. A
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A thrilling piece to read. The wild ride will continue, it’s in your blood Tim!
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I’ve always respected those who start their own business, and even more for those who build successful ones. Well done Tim and good luck for stage 2 of mumbrella.
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A well deserved break. Well done Tim
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Tim – I’ll miss your writing, your interviews, and your fair and honest style. Glad to hear you will not be stopping that side of it completely though. Good luck!
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Congrats Tim.. Now I understand why my emails go unanswered. See you soon.
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I love Mumbrella, and you too, Tim! It was crucial for me to have a thorough source such as Mumbrella to navigate the media industry in AU. It definitely helped in my task of starting up comScore in ANZ.
However, I do find it somewhat suspect that you are taking your vacation during the exact same time that I am finally taking my vacation. What will people say…?
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Onya Tim and team.
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Tim, I’m hugely proud of your achievements, of the fantastic comments about you and your project/dream. You have made huge sacrifices to achieve the plaudits that you have and regularly receive. Tim I’m well proud of you mate, still havent a clue what you actually do! Your little brother. Also happy birthday for 21.11. Hopefully someone will blag you a celebratory drink or two.
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It’s an un-level playing field and it’s happening in all knowledge-based industries
Those who are moreso committed to their career than their family & friends will win out. It’s the 10,000 hours rule- put in the hours, reap the rewards. For some that trade-off is an easy one to make. . Everyone else needs to accept that they will be less off financially but perhaps richer in many other respects. Choose your path.
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You have done a great job Tim and I’m glad that you’re not leaving Mumbrella. Good decision to have a change and also to bring in some new blood. All the best and enjoy your vacation.
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You’ve scared and entertained us with your writing…. thank you 🙂
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Tim, you have done an amazing job with Mumbrella. Watching it grow has been an absolute joy and it’s great to see you embracing the owner role with gusto. I do miss our weekly podcasts though!
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It doesn’t seem that long ago that we were doing the B&T Awards at Luna Park together, and you broke the news that you were leaving to start your own website / blog / newsletter thingy. 5 years later you must be very proud of what you and your team have built up. Congratulations from all the Damn Good team, and may you continue to grow and prosper!
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