Arete Podcast With Richard Triggs

In this episode, I sit down with Ashton Bishop, CEO of Step Change, to talk all things marketing, such as why so much of it fails, and how challenger businesses can cut through the noise without outspending their competition. We trace Ashton’s journey from co-creating 'R U OK? Day' to building a consultancy that helps companies, from small trades businesses to ASX-listed giants, unlock real growth. We unpack why too many organisations chase short-term tactics without a strategy, why distinctiveness beats differentiation, and how understanding behavioural economics can transform cut-through and conversion. We also explore practical tools like the “Value Visualiser” that can triple proposal conversions, why B2B buying decisions are still emotional at their core, and how AI, when used wisely, can deliver meaningful wins rather than just “garbage at the speed of light.” TIME STAMPS: 02:59 – What Step Change does and growth stories from $2M to $1B 06:08 – Ashton’s backstory: from R U OK? Day to launching Step C