Our Story
Throughout our corporate careers, we’ve had the privilege of working with a range of organisations that consistently achieved profitable growth. We learned that the strongest businesses continually aligned their people and resources around creating exceptional value for customers.
In 2017, we founded our first business, Choice to Growth, to help businesses understand how the most valuable customers choose who to buy from. We helped leaders and teams achieve their potential by building competitive advantage in the factors that matter most in the market.
In 2019, our clients encouraged us to add to our services and we established Premiumisation Partners.
We expanded our approach, bringing together proven frameworks, diagnostics, data and partners to help businesses create greater value, capture more of that value, and turn it into profitable growth.
Today, through our Worth More tailored solutions, we help leaders identify the opportunities that can make the greatest difference – and align their people, priorities and execution to turn them into action.
Our Why
We believe every business has the potential to become Worth More.
Worth more to its customers because it understands what they truly value and finds better ways to deliver it.
Worth more to its people because they understand what matters, why it matters and how they contribute.
Worth more to its owners and shareholders through stronger growth, margins and resilience.
And ultimately, worth more to the people who have invested so much of themselves in building it.
That is why we exist: to help businesses create exceptional value, capture more of the value they create and build enduring value.
A business Worth More. We call it Premiumisation.
Our Motto:
Continuously provide exceptional value to others (VTO)
Founders
Jonathan Coles
Jonathan has extensive experience in business development, sales, marketing, and senior management with leading global brands.
He is passionate about aligning teams to deliver exceptional customer experiences, build competitive advantage, elevate performance, enhance pricing power, and drive stronger financial returns.
Iain Good
Iain has been a leader with marketing services agencies, orchestrating the brand management for all stakeholders of many premium brands.
He has consulted to 200+ organisations on their growth strategy, with a focus on aligning staff to create exceptional customer value that delivers profitable growth, thereby truly realising their potential.
Our Partners
We work with in-house teams or can provide a tailored client solution with our network of partners.
Head & Heart
A creative agency specialising in advertising, content, and branding that engages both head and heart.
Friendly Persuasion
Craftsman in turning the English language into a powerful point of difference.
Sling & Stone
A global PR and communications agency; unearthing, crafting and sharing the stories of the most ambitious brands shaping the future of how we live, work and play.
Mindshop
The global network, empowers us with diagnostic tools, resources and training to provide tailored advisory services to our clients in areas such as Growth, Profit, Leadership, Strategy and Implementation, all with a the foundation of their Change Success model.
Realise Advisory
Realise Advisory Director Cameron McMillan from our Mindshop community, supports private owners through the full business sale journey. Determining exit readiness and saleability. Building a roadmap with Premiumisation Partners to maximise what the business is worth. When the time comes, they will manage the whole transaction process with the owners.
Roy Morgan
Australia's leading Consumer, Industry and Market Research company, provide unparalleled market understanding and access to NEO audiences.
The Right Customer
As founders and specialists in the NEO mindset, we provide the pathway to the highest spenders, future shapers, and market leading consumers. Making it simple to target the customers who will drive success and profitability through digital and social channels, supported by all the knowledge required to optimise your tactics and content.