People of Asuwere - Murdoch Razmi
We've said it before and we'll say it again, the best part about Asuwere is the members we've met along the way, joining this epic community.
Our next People of Asuwere very much fits this mould, Mr Murdoch Razmi. When it comes to digital marketing, the landscape seems more like a sand dune - constantly shifting, thanks to a strange climate involving privacy changes, the pandemic, and shrinking attention spans.
Murdoch is the Managing Partner of Powerhouse (a powerhouse himself, so to speak) and we talked to him about his awesome journey to leading one of the fastest-growing performance marketing agencies, and how he balances the busyness while raising a family.
Tell us about yourself and what you do?
I’m Managing Partner at Powerhouse, a digital performance marketing agency based on the North Shore in Auckland. I’m also married with 3 children, a sucker for Call of Duty and spend the odd weekend hacking around the golf course with my buddies.
You’re a busy guy, how do you balance running a successful business and raising a family?
Balance is an interesting word. I believe true “balance” is impossible to achieve but there’s two contributing factors I always do my best to incorporate into my life
1. Include your family. Get them aligned with your vision and aspirations. Get them to share your excitement. I do my best to debrief on my day with my wife so she knows where I am at with business and how that may affect us (and vice versa). She’s an absolute rock and has always kept me grounded and level. I also try and share issues/outcomes (in a simplified manor) with my children. It helps build strong work ethic if they can relate.
2. Focus. I’m completely aware that if I want us to achieve everything we want to achieve I have to focus 110% at all times. Business or Family. If my time is going to be scarce with my children then it needs to be devoted purely to them and nothing else. This goes for business also. My wife does an amazing job juggling everything at home during the week which ultimately lets me perform at my peak in business.
Digital marketing has been a revelation for businesses, now more so than ever, it's getting more challenging. Where do you see it going?
There’s definitely a lot more noise and competition thanks to Covid, but for the most part I believe the shift in consumer shopping habits is a change for the better. We’re so far behind in New Zealand when it comes to nailing the entire experience. We’re still extremely inefficient when it comes to logistics and fulfilment. I see attribution diminishing as advertisers ride the privacy bandwagon (Apple with the iOS updates last year). I see a stronger emphasis on first party data and maximising personalisation. I see businesses that don’t focus enough on building brand equity struggling to survive. I also see a strong future for the metaverse and AR but am very interested to see the issues that arise when it comes to regulation.
Tell us a little bit about the Jerky business?
Bootleg Jerky was created after my brother returned from a trip to the US and discovered how advanced all the flavour offerings were there. He was a serial hobbyist and made a lot of Biltong so he thought he’d have a crack at Jerky. I tasted a few of his flavours and I believe the conversation went a little something like “duuuuuuuude, we have to sell this” and the rest was history.
How does a guy who starts a successful jerky business transition into digital marketing?
Bootleg was actually started a few years after I launched Powerhouse. It was always my brother's baby but given his FMCG and ops experience and my digital, financial and strategic experience it made sense to work together. I also co-founded a VFCO/accounting firm around the same time but exited both amicably in 2020. Powerhouse has been on an exponential growth curve since 2018 and needed my undivided attention. Now that we have a strong leadership team and board I am planning to complete my MBA full time this year and looking to get more immersed in more businesses.
What has been the biggest challenge you’ve overcome in that journey?
Realising how much of a mental toll taking on too much can have on you. When you’re not running at 100% your productivity absolutely tanks so finding your sweet spot when it comes to “mental load” and risk is key. As men we tend to associate talking to someone as a weakness but it’s far from it. Having a sounding board or advisor over the past few years has helped me tremendously and I thoroughly enjoy doing the same for others.
How does Asuwere suit your lifestyle?
I have enough clutter and difficult decisions to make daily and clothes shopping is no longer either for me. I pay a monthly (very reasonable) fee, I can pick a new piece each month and it gets sent straight to my office. The clothes are amazing quality and almost every piece matches with the others so my morning routines are incredibly simple.
I’ve estimated to be saving 2-3 hours a week since signing up to Asuwere.. Couple the time savings with feeling hella good in a linen blazer/ t shirt combo and you’re living the dream.
What more could a man want?