Louis is the Chief Marketing Officer Zoom2u Technologies (ASX: Z2u) and founder of DyslexiaConsulting.com. With over a decade of experience in consulting and growing businesses, and having worked with some of the largest brands in the world including Red bull, Microsoft, Twitter, and Sony.
Louis is also an industry lecturer and mentor for Australia’s number one MBA program at the University University Of New South Wales. Along side other notable mentors from Deloitte, Kia, Amazon and TikTok.
I grew up in a simple home in Sydney, Australia, where my family taught me to save money, get a degree, and join the corporate world. I did just that and landed my first marketing job at BenQ Australia when I was 22.
But after a few months, work felt empty and I wasn’t progressing. I realized that times had changed since my parents and older siblings started working.
I thought having a desk job would be great, but I found it hard to grow personally and professionally without a group of like-minded people.
So, I decided to make a change.
I joined a global marketing and advertising agency called Five by Five Global. It felt like going back to school, though. I was always behind and didn’t know why. I had trouble with verbal instructions, remembering them, and taking notes.
But I stuck with it, knowing this job would let me work with big brands like Twitter, Activision, Sony, Red Bull, and more. Now, I’m even a Chief Marketing Officer for one of those ASX companies.
Everything changed when I discovered I had dyslexia at 27. I heard the word from a co-worker and learned about someone who couldn’t speak on stage because of it.
I researched, met with a professional, and took a 5-hour test. My results are below.
My desk at BenQ back in 2011.
The Dyslexia test from the Australian Dyslexia Association. A score above 60 score equates to moderate to severe dyslexia. I hit 70.
A view of the mansion we visited.
Every successful CEO, thought Leader, business owner and dyslexic consultant has three traits that come naturally to all dyslexics. When combined, having a massive goal (Superiority Complex), massive fear of never being enough (Crippling Insecurity), and Impulse control to keep us focused on the one thing that matters. The best businesses are built.
Dyslexics secretly have a superiority complex. We secretly believe we’re better than others, deserve more and can accomplish big goals. This belief in our own superiority and ability to achieve greatness sets us apart and drives us to success. We just haven’t given ourselves permission to act on it. We have confidence in ourselves and our abilities, which allows us to take risks and pursue goals with determination.
Often stemming from a difficult childhood, especially when a dyslexic person is faced with challenges in school or other areas due to our learning difference. This can lead to a feeling of not fitting in or being different from others, which can then be compensated for by developing a sense of self-importance.
This strength also come from a need to prove oneself and overcome past struggles, leading to a drive to succeed, willingness to put in the hours and a belief in their own superiority over others.
Dyslexics secretly have Crippling Insecurity, the feeling of never being enough, will always be measured on the things they’ve achieved and think they’re inadequate. This feeling can stem from our experiences in school and other areas where our learning differences have caused us to struggle or feel like we’re were not measuring up to their peers.
This sense of inadequacy can lead to feelings of insecurity and a fear of not being good enough, despite our successes and abilities.
Mixing strength 1 and 2 alone is a recipe for performance. Think about it. Here’s an individual that believes they’re better, deserving and going to accomplish big goals. Then they’re secretly in fear of never being enough.
There was study from the University of Michigan that says people with dyslexia are the best caregivers? Crazy, right? We can easily focus on one thing for a long time, have amazing patience, impulse control, and focus.
Let me give you a personal example.
While I’ve been building my businesses and working as CMO managing teams of over 10 marketers, I’ve also been taking care of my grandmother with Alzheimer’s since 2017.
My family just can’t wrap their heads around how I can handle it all. Her two-minute memory, constantly popping into my office with the same questions, or waking up multiple times at night needing help to use the bathroom. (Or for the occasional late night pizza)
Sure, it gets tough sometimes, but I honestly don’t mind. I even turn it into fun by dancing with her! We dance to old classics, Christmas tunes, and sing “Que Sera Sera” together.
She’s dancing with me right now as I’m struggling to write this for you all!
So my Grandmother comes to me at 12, wakes me up and asks.
“Do you feel like pizza?”
This is us at 12:40am
Out of many failures, my first real success was building PetriDigital and securing some of the largest clients in the world to help with their digital marketing. PetriDigital still exists today and is run by myself and consultants, many of whom have dyslexia and were mentored by me.
My second major breakthrough was PetriVentures, which was created as a way to bring all of my business entities under one roof. I assembled a group of CEO and entrepreneur investors to build the fund, which is now known as PetriVentures. We have invested over $2 million in businesses and offer a six-week incubator program for start-ups.
In addition to investing in businesses, PetriVentures also helps marketers improve their skills and land new jobs, promotions, or start their own businesses, often within our investment companies.
My third major accomplishment (out of many failed ones) was my YouTube channel, which has garnered over 2.5 million views with just 7,000 subscribers by promoting education programs and earning six figures.
Despite having fewer subscribers than many other channels, The Creator Louis channel has generated more revenue than many channels with over 200,000 subscribers. You can see the channel metrics here.
At this point, I knew I wanted to create Dyslexia Consulting to help every adult with dyslexia build the business they’ve always dreamed of, while also helping others.
So, I decided to use my knowledge and experience from being successful on YouTube for over five years to create an online education program called the Online Creator Institute, which has enrolled over 500 students.
I wanted to demonstrate that I could teach people how to succeed in business, whether getting a job or starting their own company. My first education and mentorship work was through PetriVentures, where I taught qualified marketing professionals about the latest marketing strategies, tactics, mindset, and how to land a high-paying job. This has been extremely successful, with over 99% of my mentees landing a new job or receiving a promotion within two months.
With a proven track record of training people to become effective marketing professionals, land jobs, and negotiating high salaries for themselves. And I can do the same for dyslexic adults.
However, I understand that having a “job” is not what truly motivates dyslexics.
Ownership, leadership, and building are what truly inspire us. That’s why I created Dyslexia Consulting.
If I can developed a business training program for non-dyslexic individuals. Imagine what I could for adults with dyslexia because I am dyslexic myself. This also means I can add another layer to the education like no other.
I’ve turned all of my real world experience as a chief marketing officer for a publicly listed company, marketing degree, lecturing at elite Australian universities and other courses into the Dyslexia Consulting Incubator, a program specifically designed for adults with dyslexia to build their own consulting business, get clients and live live on their own terms. There are many online training “guru’s” that just offer tactics, using marketing, sociology, and psychology to get people interested without really caring about their best interests. They sell to anyone that are desperate.
At Dyslexia Consulting, my sole focus is to provide every adult with dyslexia with battle tested tools, mindset and processes they need to thrive in the digital world and break free from traditional, judgmental attitudes most 9 to 5’s offer.
I want to show dyslexic adults that the best opportunity for them to live a fulfilling life is to build their own business, get clients and do exceptionally well. The market doesn’t care about how you think, read, or write, or about your dyslexia. Especially with AI being a thing now. People only care about the results you produce them. Dyslexic adults have built the best businesses in the world and can deliver because we have those three traits discussed earlier and the patience to sit down and get work done.
We understand the pain of being a dyslexic adult in a society and workplace that doesn’t have patience and understanding. Being looked down upon and ridiculed during our school years was demoralizing. Now that’s happening to dyslexics in their jobs.
That’s why one of the key offers of Dyslexia Consulting is providing a supportive dyslexic community.
We created (and continue to update) the most comprehensive business education program for adults with dyslexia. It’s not just about consulting, sales, marketing, or tactics. It’s about realizing your full potential and who you truly are. And that’s just in week 2. Which is free by the way, watch it all here.
I started building Dyslexia Consulting on July 23, 2018 in Google Drive. When I shared the mindset component of the program with a few adults with dyslexia, we had over 140 students sign up within a week.
The program wasn’t even officially launched yet. It was clear that dyslexics were eager for this type of education and support. With just a few Facebook posts, we saw immediate sign-ups. It’s been an amazing experience.
To bring this program together, I’ve worked with software engineers, top marketers, and front-end developers.
I remember the train ride home after visiting the doctor and receiving a diagnosis of severe dyslexia. It was a bit depressing, looking out the window.
That experience motivated me to build a program that would help other adults with dyslexia avoid the pain of being judged and misunderstood.
Dyslexia Consulting is designed to help people gain clarity on their true identities and build a successful business that allows them to rise above negative opinions.
This program will always be updated with the latest strategies, techniques, and technology.
It’s a personal passion project for me. If you’re an adult with dyslexia and want to build something for yourself and are seeking a battle tested fast step-by-step process to help you along the way. You’re in the right place.
Dyslexia Consulting, we offer transparent, upfront pricing and even include a guarantee that if you don’t get value from the program in 14 days, we will provide a 100% refund. There is no risk. If you put in the work and follow the methods, it is impossible not be much further ahead than you already are.
23 July 2018. The date I started to build the powerhouse that is Dyslexia Consulting
Sign Up For Free Dyslexic Training
Learn the foundations and basics they didn’t teach you in school for Dyslexia.
Join The Dyslexic Community
Network with like-minded Dyslexians to share tips, hire, get hired and/or grow a business.
With the new Dyslexic Thinking skill now accepted on LinkedIn. It’s a strong step in the right direction for Dyslexic awareness. However, that won’t change the underlying Goblin in the room.
With over a decade of business leadership and marketing experience, humans are deeply greedy self serving people that are irresistibly attracted to low effort gain and social status/ego. The result of every marketing message I’ve ever tested in countless industries has verified this for me.
This doesn’t make them BAD per say. Yes some are. However, we all want fast results, we all want to put in the minimal amount of effort. We all want recognition and wealth as fast as possible AND we want to feel like we’re wonderful great humans beings while doing it.
That said, they love to cover up these true motives with a facade of altruism and positive non-self-serving intent. In short they will tell themselves and the world stories about why they are doing something in order to put themselves in a positive light. This is in their own head, its intentional self delusion.
Often the richer and/or smarter they are the more they like to dig into this self delusion as well. For example, look at all the top tech moguls and silicon valley. They act like they are champions of altruism while committing some of the most greedy and evil corporate actions in the last 10 years. Do you see this trend in Hollywood? A place of excessive greed, sin and immoral actions…that parades like they are gods gift to goodness?
People with less wealth are more likely to claim they just want gain because it’s “right” and morally justifiable for someone with little to want more. This is why more direct short term GET RICH QUICK marketing works on them but not the wealthy. The wealthy need a bit more narrative to feel good about their greed BECAUSE chasing more money when your already wealthy… well… it’s greedy… You don’t need it… why do you need more? That’s the story they have to get around in their mind.
Its actually hilarious to watch at events/meet ups. The wealthier the circles you run in get, the more virtue signalling and DEEP desire to sniff ones own farts gets. They talk about changing the world and all sorts of altruistic bs. Then go back home to focus on actions that are 99% focused on self gain.
Ever notice how rich housewives throw $100k dinner parties, only invite other rich people and sit around and talk about helping “those less fortunate” just to donate a trivial amount. Then go and blow $30k on plastic surgery and purses the next day. The goblin loves to hide under false goodness. How else can it get away socially with being a greedy gold obsessed little monster.
Again I’m not condemning people. I’m the same way. But building businesses and marketing is about understanding people and their actions. You’re not going to be a good business leader or marketer if you don’t understand this about people or think it’s not their in certain groups. It always is…they just cover it up differently. Whether it’s a church or an investor summit…They are all the same.
Regardless, just understand the wealthier people get, the more they try to convolute this. This is because NOW that they have wealth, they have to justify their behaviour to keep it for themselves OR seek more. It’s important for marketing. It’s important to understand regardless of who your talking to or what they say, the goblin is usually the one actually in control, they are just wearing a mask and speaking in code.
It’s a very common behaviour and if your not aware of it you will market in ineffective ways BECAUSE marketing is literally understanding what people want enough to act on.
People HATE for this delusion to be messed with, so much so that most people speak almost in code. They say and try to get what what they want through a filter of false positivity/goodness.
An example is MLM (Multi-Level-Marketing) people on stage talking about changing lives and the world. While they then go to rip off people with a Ponzi scheme. You can also see so many self help gurus preaching love/helping other etc. When you get them in a room 95% of their convo is how to make more money from their followers.
Anyways. The biggest key to marketing is understanding this in people and then LEARNING how to communicate to the “greedy goblin” underneath within the realms of their facade. The goblin is in control. Its just wearing the mask of a “saint”.
Most bad ads/marketing I see think the facade is real and try to communicate in terms of actual altruism.
A perfect example is of brands that try to build around improving the world. They usually fail.
Its when a brand like Tesla connects improving to the world to social/ego status….VIA the facade that people are doing something right… that’s where the fire is.
No one gave a crap about the climate, until Elon Musk made caring about it a sign you’re better and richer than someone else. Is it any wonder the first place of mass adoption was Silicon Valley? Capital of excessive greed covered by INTENSE false altruism.
BUT see what he did there. He communicated the desires of the goblin in the code of the fake altruistic facade.
Same goes with virtually any other kind of marketing.
Most self help gurus don’t idolise Tony Robbins because he changed so many lives. They idolise him because he’s worth 500 million and is insanely famous. They want that.
And they pay for it under the guise they want to change the world.
Most fitness coaches don’t want to make people healthy. They want to be famous and rich from making people healthy.
Most businesses don’t actually want to make their customers lives better or improve the experience. They want lower churn and the customers to pay longer so they can get a higher valuation.
This is why you see marketing events STUFFED FULL of self help and forced positivity and altruistic messages. Its so they can feel good about aggressively trying to rip money out of potential customers. Hell some of these events go on to sell outright scams after preaching the word of god on stage and doing rituals committing to help improve peoples lives. How many gurus have you seen preaching god, giving back, family and then go onto to sell some of the most aggressive predatory offers on the market?
I’m not condemning these people. I’m the same as them. You are to. As a fellow Dyslexic, I’m just hopeful you might be at least be aware of your own bs.
I’m simply stating that if you want to market well… understand the goblin you’re talking to, not the “facade” the goblin wants you to believe in.
Speak to the goblin in the language of the facade, and you’ll get people to bend over backwards for your product because they can feed their real self (the goblin) while telling themselves/allowing to pretend they are a wonderful human beings.
All the best campaigns or pitches I have ever done speak to the goblin directly without acknowledging the goblin is there.
Hack your dyslexic mind, gain hyper focus and achieve what you were always meant to.
Because no one goes to school for Dyslexia. Hundreds of Dyslexians jump into the Dyslexia Consulting™ community daily to share tactical advice, give and receive feedback, and exchange ideas about what’s working for them today. Tap into the wisdom of the crowd. Now 500+ members. Join at DyslexiaConsulting.com
A safe place to network with like-minded Dyslexians (Adults with Dyslexia) to chat, connect, hire, get hired and/or grow a business.
FREE DYSLEXIC MINDSET TRAINING
Learn a mindset they didn’t teach you in school.