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About Louis Petrides

Louis is the Dyslexic founder of DyslexiaConsulting.com. With over a decade of experience in building businesses and marketing having worked with the likes of Red bull, Microsoft, Twitter, and Sony.

Louis is currently the Head of Marketing for ASX (Australian Securities Exchange) listed business Zoom2u.

Louis Petrides' Story

Grew up in a lower-class family in Sydney, Australia with my grandmother. Was taught to be frugal, get a degree, and enter the corporate world. This is what I did, landed my first corporate job in Marketing with BenQ Australia at the age of 21.

However, after a few months, working felt soulless with no progression. I realized that the world had changed significantly since the time my parents and older siblings entered the workforce. 

My perception of success was “If you are able to sit at a desk job rather than being on my feet”, you’ve hit the jackpot.

The divide between generations was widening and I found myself in a world that was very different from that of the people around me. This means it was almost impossible to progress as an individual and profession. 

I had to change things up.

A few years later, I began working at a global advertising agency Five by Five Global, where I struggled to keep up with the pace and didn’t know why. It felt like being back in school. Always behind.

At this point, I had no idea that I had dyslexia. 

Despite this, I was patient because I knew that this job would give me the opportunity to work with some of the largest brands in the world, including Twitter, Activision, Sony, Red Bull and many multi-billion dollar ASX 200 and S&P 500 companies.

However, this changed when I found out at the age of 26 that I had Dyslexia after hearing the word for the first time from a colleague and learning about one of our clients who couldn’t speak on stage due to their dyslexia. 

After researching the topic, I saw a professional and had a test that lasted 5 hours.

My desk at BenQ back in 2011.

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, a family member drove us three hours north of Sydney to visit one of their clients. This was the largest house I had ever seen, and during our overnight stay, I learned two things.
 
  1. What true financial wealth looks like. 

    The client had multiple exotic cars that made me realize it would take me 30+ years of my current job to afford.

    Not only that, but I realized that there are people out there with immense wealth who live a luxurious lifestyle regardless of the cost.

    For example, the client wanted his heaters on throughout the entire mansion 24/7 because he preferred it that way, which was the complete opposite of how I was raised to conserve energy and save money by turning off lights and heaters.

  2. Mindset is the most important factor in achieving success. Period. 

    During a barbecue, my family member said something negative, and the client immediately stood up and left the conversation, saying he had an important call. I noticed this happening multiple times throughout the stay during certain negative conversations.

    Later, I approached him as I noticed the pattern. When I asked him about it, he told me that he removes all negativity from his life because it hinders his ability to work, focus and think clearly.

Discovering Dyslexia is a superpower.

Dyslexic strength one: S𝘂𝗽𝗲𝗿𝗶𝗼𝗿𝗶𝘁𝘆 𝗰𝗼𝗺𝗽𝗹𝗲𝘅.

Dyslexics secretly have a superiority complex. They believe they’re better than others, deserve more and can accomplish big goals. This belief in their own superiority and ability to achieve greatness sets them apart and drives them to success. They have confidence in themselves and their abilities, which allows them to take risks and pursue their goals with determination.

Sometimes stemming from a difficult childhood, especially if the dyslexic person is faced with challenges in school or other areas due to their 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 an exaggerated sense of self-importance. 

This strength also come from a need to prove oneself and overcome past struggles, leading to a drive to succeed and a belief in their own superiority over others.

Dyslexic strength two: C𝗿𝗶𝗽𝗽𝗹𝗶𝗻𝗴 I𝗻𝘀𝗲𝗰𝘂𝗿𝗶𝘁𝘆

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.

Dyslexic strength three: Impulse Control & Focus

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

Dyslexics are able to control their actions and focus on a single thing for an extended period of time quite easily.

Absolute patience, impulse control and focus.

Here’s my example.

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

I’ve been caring for my grandmother with Alzheimer’s 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. Dancing to old classics, Christmas songs to singing Hey Sera Sera together.

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

Combining all these dyslexic strengths.

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.

My first business breakthrough. PetriDigital

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 consultants, many of whom have dyslexia and were mentored by me.

Why not teach adults with dyslexia how to build their own consulting businesses, find a niche, gain mental clarity, sell, marketing, and operate? If someone with severe dyslexia like myself can do it, any dyslexic who is willing to put in the work can do it too. I use a combination of video and live Q&A interactions to teach, without relying on tests.

My second breakthrough. PetriVentures

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 breakthrough. YouTube & The Online Creator Institute.

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.

Dyslexia Mentor Journey

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. Dyslexic Mindset training…

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

Which brings us to Dyslexia Consulting

I’ve turned all of my real world experience, marketing degree, lecturing at elite universities and other courses into the Dyslexia Consulting Incubator, a comprehensive program specifically designed for dyslexic to build their own consulting business. 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.

Dyslexia Consulting, we offer a transparent, upfront pricing structure and even include a guarantee that if you don’t get value from the program in 14 days, we will provide a 100% refund provided you show you’ve put in the effort. There is no risk. If you put in the work and follow the methods, it is literally impossible not be much further ahead than you already are.

I want to show dyslexic adults that the best opportunity for them to live a fulfilling life is to build their own business and infrastructure. The market doesn’t care about how you think, read, or write, or about your dyslexia. People only care about the results you produce them. Dyslexic adults can deliver because we have extreme focus and the patience to sit down and get work done. We’ve never had it easy, and hard work beats talent every day of the week.

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

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.

The Dyslexic future.

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 process to help you along the way. You’re in the right place. 

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

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Still not convinced? Some hard truths.
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 in the room.

With over a decade of business leadership 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… thats 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 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 beings.

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

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