How Frank Greeff Built, Sold and Rebuilt: The Founder’s Marketing Playbook for Talent, Distribution and Team Performance

What does it take to build a category-leading company, exit, and then choose to do it all again… but on a bigger stage?

In this episode, I sit down with Frank Greeff, co-founder of Realbase (acquired by Domain) and now building Kinso, to unpack how he thinks, hires, communicates and builds momentum. This is a candid look at the systems, standards and decisions behind scaling companies, attracting exceptional talent and using personal brand as a genuine growth engine.

We talk through:

Why he interviewed 110 engineers to hire five

How founder-led content generated 11,000+ waitlist sign-ups

What actually creates culture (and what kills it instantly)

How to attract A-players without diluting standards

Why teams only perform when they’re energised, not micromanaged

Designing a life that supports ambition: family, fitness and focus

The skills his kids will need in an AI-dominant world

Core ideas:

Hiring is a benchmark game, not a box-ticking exercise