Author: Clint Griffin
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Podcast: Unselling Philosophy Episode 5 Hyper-Local SEO Mastery
In 2026, “near me” proximity is the most important signal for NZ businesses. If you aren’t visible to the person standing down the street, you’re invisible.
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Let’s keep it simple.
In a conversation this week I was asked, what does Refinery23 do well? Great question, simple answer with a long back story. We simplify marketing. That’s it. How? Time and experience. You get to simplify things when you know how they work. That comes from time, from getting it wrong and wearing the scars. And…
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5 Minutes will Save You 120
Let’s do this right. I’ve watched businesses drown in bad ideas, a content loop and paid media that doesn’t quite hit. Never-ending cycles, no ROI and working for Meta and Alphabet instead of them working for you. I have a solution. Brown Bag Lunches I’m taking the pain out of marketing and giving you 40…
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Podcast: Unselling Philosophy Episode 4 The Content Multiplier, Work Smarter, Not Harder
Stop Being a Content Slave: The Content Multiplier Strategy for Auckland Business Owners It’s 7:00 AM. You’re stuck in traffic on the Southern Motorway, and instead of thinking about your business strategy, you’re stressing about what to post on Instagram. Does this sound familiar? If you are a business owner in New Zealand, you have…
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Podcast: Unselling Philosophy Episode 3, The Personal Brand: The Antidote to AI Slop
In 2026, one of the biggest complications is the “Dead Internet” theory, the idea that the web is flooded with “perfect” but soul-less content generated by machines.
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Podcast: Unselling Philosophy Episode 2, Bad News Travels Fast – Mastering Digital Crisis Management in NZ
Marketing isn’t hard; it’s complicated. In a country as small as New Zealand, a “digital crisis” isn’t just a bad comment on a post; it is a screenshot shared in a private WhatsApp group that travels faster than your ability to delete it. In this episode, we discuss why crisis management isn’t about “PR spin”,…
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Podcast: Unselling Philosophy Episode 1 , The Art of Joy
The Unselling Philosophy: Why Building Trust is the New Hard Sell in the Modern NZ Market In 2026, the New Zealand consumer is more skeptical than ever. We’ve all been “targeted” and “funneled” to death. In a market as close-knit as Aotearoa—where everyone is two degrees of separation apart—a hard sell doesn’t just lose a…
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Simplify Your Search: Top 10 SEO Actions for 2026
Marketing isn’t hard. It’s complicated. It’s about building a picture for your audience of your solution to their problem. SEO is no different. It’s simply ensuring that the people who have the problem can find your solution.
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How to nail lead generation
Lead generation is something that all businesses need to grow. It’s the lifeblood of sustainable cashflow, of healthy business and of success. And yet often the lead strategies employed don’t work.
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The Moral Tourist: How Brands Are Marketing Virtue in a World of Guilt
Marketing, at its foundation, is deeply rooted in the psychology of people and understanding the motivations behind their actions. As businesses strive to build a picture for their audience of their solution to their problem, they must now contend with a pervasive, modern conflict: the tension between desire and moral responsibility.