About Louis Petrides

Louis Petrides' Story

Grew up in Sydney, Australia with the typical lower-class, older siblings always telling me to shut up. The usual. As a good Aussie boy, I was told to never spend, save, stop talking, get a degree and go into the corporate world. And I did.

When I landed my first corporate job at 22 in Marketing at BenQ Australia, I was the business man of the family. It took me a few years to realise that after zero to no progression in my career. The world had drastically changed from that of my parents, heck, even my older siblings being 7 and 8 years older than me.

A few years later, I then moved to work with an advertising agency where I struggled to keep the pace and had no idea why. It felt like school again. No idea I had dyslexia at this point in time,  however, I was persistent as I knew it would give me exposure to some of the largest brands in the world including Twitter, Activision, Sony, Riot Games and many multi-billion dollar ASX 200 & S&P 500 companies.

That was my worldview and context of “success”. If you could sit down at a desk, not be on your feet, then you’ve hit the jackpot. Until I found out I was dyslexic at 27 by hearing the word (for the first time) from a colleague and how one of our clients couldn’t get on stage to speak due to his dyslexia.

3 months later after research… I went to a professional to get tested.

Social media was blasting off, the ever increasing divide between generations was also expanding. I was in a different world to my parents, as well as my older siblings.

I was literally thrown into a technology culture nobody had experienced. Shopify, Tinder, Google, YouTube, Discord, and Ecommerce were and still are exploding onto the scene. The older generation of businesses had to adapt or sell off as quickly as possible.

Where I worked at BenQ back in 2012.

My Dyslexia Test Results

The Dyslexia test from the Australian Dyslexia Association. A score above 60 score equates to moderate to severe dyslexia. I hit 70.

Realising another worldview.

A view of the mansion we visited.

One Friday afternoon, a family member drove us 3 hours north of Sydney to see one of their clients. 

It was the largest house I’ve ever visited. It was an overnight stay and I learnt two things.

  1. What true financial wealth looks like. 
    This client had multiple exotic cars that made me realize it would take me 30+ years of my current job to buy.
    Not only the cars, it made me realize there are people out there with insane wealth. People lived a lifestyle regardless of the monetary efficiency. For example, the client wanted his heaters on throughout the entire mansion 24/7 because he liked it that way. That was the complete opposite of how I was raised. We were always told to turn the heater off to save power.

  2. That mindset is the most important factor in enabling a future. Period. 
    During our visit we were outside having a barbecue. My family member said something negative within the conversion and the client left the conversion immediately. Yes, he politely stood up, and said I have an important call. I picked up on this multiple times throughout my stay during specific moments of conversation.

    Later that day, I asked him about it. He told me, I remove all forms of negativity from my life because it’s detrimental to my ability to work and function with clarity. 

Discovering Dyslexia is a superpower.

Dyslexic strength one: Learning from others.

The first dyslexic super power is our ability to learn from the errors of others easily. Because we can feel others more than ‘normal’ people. Being the youngest of two much older siblings and also a tendency to build friendships with people much older than I am. I noticed us Dyslexics are able to feel the situations of others and empathize in a much deeper way than most. 

This allowed me to learn from the errors and mistakes of my peers 3, 5, 10, 15 years older than me. This is why it’s critical that I surround myself with individuals with similar goals. It gets to a point where I was unable to learn anymore from my inner circle. I had built and expand my community.

I learned that I was the average of the 5 people I hung around with the most. Including family and close friends members.  It was only through my own failure that learning started to kick off again. I’ve spend tens of thousands of dollars building businesses, courses and failing. A lot.

Dyslexic strength two: Sitting down and getting the work done.

I always thought it was normal spending 6+ hours to complete a 2 hour university recorded lecture was normal. Having to play, pause, write notes, walk off and digest. Rinse and repeat. I thought that was studying, turns out. People at university could read the notes the night before and do well.

Turns out, most of those “I just read the book last night” types can’t even sit down for more than 30 minutes to go and build anything for themselves. But they exceed at work which is exactly what the school system does. Create workers.

The second superpower Dyslexics have is the ability to sit down and get the work doneEven if it takes us three to five times it would otherwise take a non-dyslexic person. My ability to sit down and get work done allowed me to build the businesses you will see below.

Dyslexic strength three: Absolute patience

There was a study conducted out of the University of Michigan saying that dyslexic neurodiverse people make the best caregivers. Why?

Absolute patience.

While building my automated businesses, and working in head of marketing positions managing teams of 10+ of marketers. 

I’ve been caring for my grandmother with Alzheimers since 2017. Everyone in my family doesn’t understand how I can handle it. The 3-minute memory, constant coming into my office asking the same questions or waking up a few times a night needing assistance to go to the bathroom.

Honestly, it does get hard at times. But I don’t mind and I play with it to the point it ends up as us dancing together. From old classics, Christmas songs to singing hey Sera Sera together.

And she’s dancing with me today as I write this. 

My first business breakthrough. PetriDigital

My first true success was building PetriDigital and landing some of the largest clients in the world to assist with their digital marketing. That company still exists today and is automated by consultants. Many having Dyslexia and were my mentee’s.

I thought, why not teach adults with dyslexia the exact process to build their own business, find a niche, gain mental clarity, sell, market and operate a business? If a severe dyslexic like myself can do it. Any dyslexic willing to put in the work can. No tests, pure video and audio.

My second breakthrough. PetriVentures

PetriVentures was the big second breakthrough. Through my career and building businesses, I had to find a way to put all these business entities under one roof.

I put together a powerhouse group of CEO & entrepreneur investors to build the fund what is now PetriVentures. We’ve allocated over $2M worth of investment for businesses as well as an 6-week incubator start-up program.

Not only this, PetriVentures also help hungry marketers up-skill in real world marketing to land a new job, get promoted, and/or start a business. Often landing jobs in our investment companies.

My third breakthrough. YouTube & The Online Creator Institute.

With over 2.5 Million views on my YouTube channel with just 7,000 subscribers promoting education programs and earning over 6-figures. The Creator Louis channel has generated more revenue than most channels with over 200k subscribers. You can see the channel metrics here

At this time, I knew I was going to create Dyslexia Consulting to help every adult with dyslexia build the business they always wanted. Help others while achieving success. So I thought, how about I learn how to properly make an online education program using the knowledge I learnt from over 5 years of being successful on YouTube. So I did. and the Online Creator Institute was born with over 500 students.

Dyslexia Mentor Journey

I wanted to prove that I could teach people how to be successful in business. From getting a job, to their first start-up. My first form of consulting was through PetriVentures where I educated qualified marketing people and start-up founders on the latest marketing strategies, tactics, mindset and/or how to land a high paying job. This has been an extreme success with over a 90% of mentee’s landing a new job or receiving a promotion within 2 months.

With a proven track record in training someone how to become an effective marketing professional, land a job and negotiate an insane salary for themselves. And I could do this for dyslexic adults.

However, having a ‘job’ isn’t what makes Dyslexics thrive. Ownership, leadership and building makes dyslexics thrive. This is why Dyslexia Consulting exists.

So I’ve brought together a proven process, community, mentorship and business training for non-dyslexics. Imagine what I can do for adults with Dyslexia (and even more) because I am Dyslexic.

One of many Marketing mentees. You can view more at the PetriVentures Marketing mentor program.

Dyslexia Consulting Business

Converting all of that into Dyslexia Consulting Incubator. And yes. I used my 15+ years of professional experience, marketing degree, and other courses to build this thing. It’s big and ready for Dyslexics willing to put in the work. I know Dyslexics have been searching for something like this. A proven step-by-step video guide series specifically built for them on how to build for themselves.

One in every ten people are dyslexic. That means I’ve removed 90% of my potential audience to build this.

There are tens of thousands of people offering online training and only give tactics. They use marketing tactics, sociology and psychology to get people hooked without having their best interest at heart.

My sole focus on Dyslexia Consulting is to get business results for adults with dyslexia. That’s it.

The goal is to give everything needed to truly succeed in a complete product. The price is transparent and upfront, and I even put a guarantee on it that if you don’t get value, I’ll refund and PAY YOU BACK. If the work is put in, it’s literally impossible to not succeed if you apply the methods I teach you.

I’m here to show adults with dyslexia that the best opportunity for them to live a full life is to build their own business and infrastructure. That their the lead and the market doesn’t care how you think, how you read, how you write, your dyslexia. They just care for the result you bring them. Dyslexic adults can deliver because we have extreme focus and the willingness to sit down and get it done. We never had it easy, and hard work beats talent every day of the week.

I understand the pain of being a dyslexic adult in a society and workplace that simply isn’t patient or doesn’t care about you. Being looked down upon during our school years, judged and ridiculed.

I have built (and continue to update) the most comprehensive business education for adults with dyslexia. This isn’t just business training, sales, marketing, tactics or anything like that. It’s the lifetime realization of who you truly are. And that’s in week 2 (which is free by the way).

I started building DyslexiaConsulting July 23, 2018 on Google Drive.

I started sharing the mindset component of it to a few adults with dyslexia and within a week, we had over 140 students signing up to the program. And it wasn’t even officially launched.

I knew Dyslexics wanted something like, but I didn’t realist it would get that response so fast. A few simple Facebook posts and immediate sign-ups. It’s been unreal.

I’ve worked with software engineers, best marketers, front-end developers to bring all this together. 

The Dyslexic future.

The most powerful thing to me is thinking back to the train ride home late afternoon after visiting the doctor and her diagnosis of me with severe Dyslexia. On that train, looking outside the window. It was a bit depressing.

I promised to myself that day I would build a program to help adults with dyslexia never feel the pain of being judged for being perceived as stupid, lazy, or a dumb idiot. By going completely beyond it. By gaining clarity on who they truly are and building infrastructure that makes you so successful that you simply don’t care what others say.

Dyslexia Consulting will be always be updated with the latest in processes, methods and technology. Because it’s a real passion project of mine.

If you’re an adult with dyslexia that wants to build something for yourself, and even slightly pissed off at the world around you. DM me on LinkedIn. 🙂

23 July 2018. The date I started to build the powerhouse that is Dyslexia Consulting

What is a Dyslexic Consultant?

Learn what a Dyslexic Consultant is and the mindset required to succeed.

If there's one thing you take away from this page. Understand Goblins & Facades. Why most bosses don't care about Dyslexic people.

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.

Humans from my 15 years of business experience 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 marketing is about understanding people and their actions. You’re not going to be a good 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… thats where the fire is.

No one gave a crap about the climate, until Elon Musk made caring about it a sign your 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 too. As a fellow Dyslexic, I’m just hopeful you might be at least be aware of your own bullshit.

I’m simply stating that if you want to market well… understand the creature you’re talking to, not the “facade” the creature 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 being.

All the best campaigns or pitches I have ever done speak to the goblin directly without acknowledging the goblin is there.