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How we’re making 2020 the biggest, badass, ballsiest year yet (and who we need!)

Big Bold Ballsy plans means we need awesome people2020 is here, a crucial year. It is game on!

“If you are not willing to risk the unusual, you will have to settle for the ordinary” ~ Jim Rohn

Damn straight! Frankly, the time for ordinary is over. As far as The Sponge is concerned, we’ve got no time to waste. This world needs each of us working to regreen the planet, make our soils, our people and climate healthier.


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We exist to help good people create greater positive impact and healthier profits. We are in flow when we are working with founders hell-bent on changing the world. It is the winning trio, people, planet and profit.

This year we feel compelled to play our part – all out, and help tens of thousands of awesome people create the changes they seek. So we are upping our game, getting uncomfortable and leaning in.

Getting Ballsy (with the right book as backup)

I love how the right book always seems to serendipitously appear for me right before the wisdom it offers is needed. I am grateful for these gems, and the sign posts they provide, confirming that I’m on my path!

Two solid consecutive days during the Christmas week I spent in deep contemplation for the new year for the Sponge. The Friday before, Jess (our impact growth alchemist) and I spent half a day reviewing our goals for 2019 and brainstorming goals for 2020-2025.

I have to admit, I was unprepared for big goal setting with Jess. It had been quite an action packed December, and the session turned out to be awesome priming for what was to come. I didn’t realise how much the book I had been listening to that week would come in handy either.

The wisdom I found in that book enabled me to sit in the discomfort of the unknown, which is where much of the whiteboard planning sessions had me those days.

I was able to hold space and lean into those moments of discomfort, to realize who I need to be on each playing field to create success. And it also helped me get clear on what is missing and what new team members are required to help with our new objectives.

The book in question is The Alter Ego Effect by Todd Herman and I highly recommend it if you want to increase your performance in any area of your life.

The Bold New Plan

Here’s the bold new plan for The Sponge in 2020:

  • Continue to delight all our clients (that’s a given)
  • Help many more good branding projects (rebrands/refreshes/renames/new brands/website/marketing strategy & collateral)
  • Launch a monthly half day workshop in Brisbane on Feb 11 (save the date!)
  • Expand workshops up and down Australian East Coast
  • New One on One Impact Brand Story Intensives (online coaching program)
  • New monthly Impact Brand Story Group Intensives (online coaching program)
  • Sponsor and launch Pitch for Good Brisbane in partnership with StartSomeGood
  • Increase our Double the Goodness grant to help more impact enterprises
  • Give away 500 more Impact Brand Story programs through our Impact Karma Seed
  • Establish two awesome, aligned collaboration partnerships
  • Mobilize/Accelerate a consumer driven popular brand transformation (movement)
  • Train awesome new Impact Brand Story guides
  • Increase our international client base
  • Expand our team to be a true 24/7 global agency
  • Reach 1,000,000 people with our content and training
  • Write a second book (already know what it will be!)
  • Bring entire remote Sponge team together in Fiji for inaugural annual retreat

More Awesome People Required

Lots to do! And more awesome people are required to help bring this list to life.

With the urgency of some of the goals, the first two of many roles have been published on our website:
Social Media Rockstar
VA / Coordination Genie

and a Social Media Internship

There are seven more roles partially fleshed out and being worked on, which we will need to fill soon to realise these goals.

Culture is Brand

I preach this and believe it. Our brand is our culture and our culture is our brand.

Culture is how you experience our brand, which is why all our team and hiring pages start with our values. Every keen applicant must first and foremost be a culture fit. That means demonstrated alignment with our purpose, values and impact.

One of our values is delightful awesomeness, which is how we show up for each other, our clients, and our community, in everything we do. This level of awesomeness only comes through fully engaged team members, which comes from values alignment.

“How you do anything, is how you do everything!” ~ T. Harv Eker

We have a great team at present and intend to grow smoothly, creating awesome outcomes for all our clients and our community.

The new roles will be added to our Join our Tribe page and shared on socials. So follow us (via the links in the footer of the page) to keep in the loop.

But Wait There’s More!

I filled multiple whiteboards with ideas and models. And scratched out outlines of plans with graphite onto many a page of my notebook. Still, our 2020 plan is anything but complete!


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Expect more. Expect it to evolve, to improve, and to transform, especially as collaborators join.

Yet expect the overarching direction to stay the same. Our purpose is our North Star, and we are an impact business hell-bent on changing the world! In our unique way of course.

Yes, I am still outside of my comfort zone with much of this plan. I know who I need to become for the different playing fields (thanks to Todd’s book).

Most of all, I am excited about all the good people and the good projects we get to work with already, and those we will have the privilege of helping in 2020 and beyond. For this I am truly grateful and feel blessed.

What are your bold plans for 2020? And what do you need to make them happen?

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Humbling Words From Awesome People

Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.
Darren Vardy
Insolvency Options
The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.
Matt Malouf
The Fortune Institute
The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.
Mende Seljanovski
Enth° Projects
Love their vision, love their work and mostly love the team!
C. S. Chen
Claytan Australia
Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.
Claude Di Ciano
Richardson & Wrench Willoughby
Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.
Alexander Bont
Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.
Ross Thompson
JHA Engineers
Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!
Jeremy Chen
Claytan Australia
High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.
Syed Mujtuba
Crescent Wealth
A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.
Lucette King
NSW Department of Education
The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.
M Levonian
William, Thyme & Prophet / Report Factory
Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.
Kim Lie Jom
Complete Health Chiropractic
I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.
Mark Capelin
Tribe Social Fitness
I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.
Shane Wisniewski
Wesfarmers Industrial and Safety
One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.
Rodney Marks
Hoax Speaker
I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.
Annette Wright
InfoGenesis Pty Limited
The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.
Geoff Walker
Sydney Massage Time Pty Ltd
Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.
Avril Janks
Communications and Marketing Coordinator
We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.
Susan Perry
CEO CommunityGro
The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.
Sue Lea
Timely Business Solutions

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