Entrepreneurs' Organization
EO had what most organisations chase – the direct access to high-performing founders earning over 1 million dollars revenue. The work was about making that industry community of high-achieving and all-round professional founders, a national thought leader through strategic media which resulted in the creation of a research-backed report to position EO as a trusted voice on the realities of entrepreneurship in Australia.
Delivered by Rachel Abad.
The project.
The challengeEntrepreneurs’ Organization (EO) Australia wanted to shift from being a niche, word-of-mouth network to a credible national voice on entrepreneurship and leadership. With an ambition to double membership by 2030, EO needed to increase brand awareness, media visibility and relevance across Australia’s business landscape. This was not a visibility problem alone. EO had access to thousands of high-performing founders, but its expertise was largely invisible outside the membership base. The challenge was to translate that collective intelligence into public narratives that felt credible, human and genuinely useful, without reducing founders to statistics or corporate soundbites.
The insightEntrepreneurship is often talked about in extremes. Growth, success and hustle on one side, failure and burnout on the other. But the real story sits in the middle, in the lived experience of founders navigating pressure, responsibility and leadership in real time. EO’s greatest strength was not its scale, but its proximity to founders running substantial businesses. Elevating EO meant recognising entrepreneurs as individuals with insight, context and authority, not as abstract data points. If EO could speak through founders, rather than about them, it could earn relevance, trust and attention.
The strategic approachLooped-in founder developed a four-month national communications strategy to position EO Australia as a thought leader in entrepreneurship by anchoring its voice in real founder experience. The foundation of the work was the creation and delivery of EO’s inaugural State of Entrepreneurship Report, a national study capturing insights from 79 EO members across Australia. Quantitative and qualitative findings were synthesised into media-ready narratives centred on burnout, leadership pressure, resilience and the role of community support. Rather than chasing generic business commentary, the strategy focused on translating lived founder experience into credible, insight-led storytelling. Individual members were elevated as spokespeople, supported with clear narratives that aligned personal experience with broader entrepreneurial trends. The report and media approach were designed as a scalable framework, enabling EO to sustain national PR beyond a single campaign and continue building visibility through founder-led thought leadership.
The impact4.1 million total media reach across Australian Financial Review, ABC Sydney, Dynamic Business, Knowledia and The Australian Business Journal
AFR front-page feature, profiling EO members and elevating EO’s credibility as a national voice on entrepreneurship
Established a repeatable national PR framework for ongoing thought leadership and founder storytelling
Successfully positioned EO as a trusted authority on the realities of entrepreneurship in Australia
Delivered EO’s first national State of Entrepreneurship Report, forming the foundation for future advocacy, media and membership growth
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