AI is making it faster and easier than ever to launch products, but what will help businesses stand out and scale? In this episode of the Airwallex Podcast, Lowrie Gladwell sits down with James Hurman, to discuss how familiarity and emotional connection shape buying decisions, the economics of long-term brand investment, and how founders and CFOs can balance performance marketing with brand building. 

James also shares lessons from building Tracksuit and other high-growth companies, and what founders and CFOs should be thinking about now to build an advantage that lasts.

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James Hurman is is a New Zealand-based entrepreneur, investor and advertising effectiveness expert. James is the founder and chair of Previously Unavailable, a creative company that creates and invests into high-growth startups, and the co-founder of Tracksuit, Ideally, AF Drinks and New+Improved Ventures. He grew up in advertising as a strategic planner, won over 50 effectiveness awards, and has authored several major studies, including his recently released book, Future Demand.

Lowry Gladwell has been at the forefront of some of New Zealand’s most iconic companies, spanning law, payments, technology partnerships and sales. As Head of New Zealand at Airwallex, he leads the local team working closely with some of the country’s most innovative businesses, helping them scale and grow globally with Airwallex’s financial technology.