The Incredible Machines

Welcome to Episode 58 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Ryan Butcher, a world champion paddleboard athlete, entrepreneur and co-founder of Hurricane Surf. 

Ryan reflects on growing up in Johannesburg, developing a deep connection with the ocean and committing himself to competitive surfing and surf lifesaving. That determination eventually led him to national titles, a world championship and the Red Bull Big Wave Africa event, where he competed despite breaking his leg weeks earlier. 

He also shares how his sporting experience shaped his approach to business. From identifying a gap in the South African surf market and building Hurricane Surf to helping reposition Value Added Life and Procydin, Ryan explains the importance of authenticity, teamwork, brand DNA and creating genuine value. 

The conversation explores the challenge of marketing a complex health product without presenting it as a cure for everything. Ryan explains how the team returned to the science, history and purpose behind Procydin to communicate a clearer essential nutrients story. 

This episode offers practical insights into performance, entrepreneurship, brand building and the urgency required to turn ambitious ideas into action. 
 
 
 
⏱ Timestamped Overview 

00:45 – Introduction to Ryan Butcher and procrastination, pressure and urgency 
03:48 – Growing up in Johannesburg, living in France and moving to Durban 
08:59 – Winning national titles and becoming a paddleboard world champion 
13:52 – Learning how to compete, lose and use failure as motivation 
20:03 – Training, confidence and reaching a competitive flow state 
25:07 – The Springboks, Rassie Erasmus and building a winning team 
30:16 – Big wave surfing and searching for his personal limits 
35:04 – Surfing Pipeline and pursuing bigger challenges 
40:05 – Considering a return to competitive surfing 
45:34 – Why Ryan performs better as part of a team 
50:21 – Identifying a gap in the market and starting Hurricane Surf 
55:02 – Developing products and expanding the Hurricane range 
01:00:15 – Growing internationally and opening a surf school at Club Med 
01:05:09 – Competing with international surf brands and protecting authenticity 
01:10:19 – The stories behind successful brands 
01:14:03 – Performance, supplementation and the origins of Value Added Life 
01:18:53 – Entering the health market and taking the business internationally 
01:21:00 – Rebuilding the brand DNA and establishing a digital presence 
01:25:37 – Understanding what creates a successful breakout brand 
01:29:45 – Essential nutrients, modern diets and the history behind Procydin 
01:33:47 – Communicating a complex health product without overselling it 
01:37:34 – Telling the essential nutrients story to reach a new market 
01:39:12 – Elon Musk’s ten year goal and six month urgency mindset 
01:42:04 – The people Ryan considers his incredible machines 
01:45:44 – Recognising human potential and addressing personal weaknesses 
 
 
💬 Quote of the Episode 

“Stop being patient when it comes to trying to achieve your ten-year goal. Figure out how to do that in six months and put all your effort into doing your ten-year goal in six months.” – Elon Musk (one of Ryan Butcher’s favourite quotes) 
 
 
 
🧠 Related Campaign Example  
Value Added Life: Put Back in What Modern Life Takes Out 

Ryan discusses the work behind communicating Value Added Life’s essential nutrients story. The campaign focuses on helping people understand what modern diets may be missing and how the company’s products are positioned to support the body’s natural processes without presenting them as a cure for everything. 
 
 
 
👣 Relevant Links & Mentions 

Ryan Butcher’s LinkedIn: https://za.linkedin.com/in/ryan-butcher-515b28312  

Hurricane Surf Website https://hurricanesurf.net/   
Hurricane Surf Instagram: https://www.instagram.com/hurricanesurf/   
Hurricane Surf Facebook: https://www.facebook.com/hurricanesurf   
 
 
 
🌐 Connect with Tim Africa 

🔗 Website: https://www.tim.africa   
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  Podcast Page: https://www.pod.tim.africa

Welcome to Episode 57 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Graeme Stiles, the founder, CEO and Chief AI Officer of Algorithm, to unpack a journey that started with uncertainty and self-doubt and eventually led to building a global performance marketing agency. 

The conversation explores what happens when a technical specialist becomes a business owner. Graeme shares the realities of starting Algorithm from a bedroom while preparing to become a father, learning to sell, building a team, expanding internationally and navigating the increasingly complex challenges that come with scaling beyond a founder led business. 

AI also takes centre stage. He explains why automation does not necessarily remove the need for expertise, how Algorithm is approaching AI internally, why junior talent still needs to master the fundamentals and what happens when people begin outsourcing their thinking to technology. 

This episode gives an insight about confidence, leadership, performance marketing, AI, entrepreneurship and the importance of knowing when technology should accelerate your thinking rather than replace it. 
 
 
 
⏱ Timestamped Overview 

00:80 – Introduction to Graeme Stiles and what he would tell his younger self. 
09:12: Working at Exclusive Books and accidentally entering digital marketing 
17:27: Joining Quirk, learning agency life and moving beyond the quiet specialist role 
26:24: Starting Algorithm from home and learning how to sell, invoice and run a business 
31:10: The role of luck, hard work and creating opportunities for young talent 
40:57: Military history, discipline, structure and the influence of Graeme's father 
49:10: Growing Algorithm, building a UK presence and expanding internationally 
58:23: Unreasonable Hospitality and the challenge of scaling without losing what makes a business special 
01:00:16: Algorithm's early AI foundations and why automation does not replace strategy 
01:07:30: How Google changed access to information and how AI is changing analysis 
01:15:15: Why Algorithm requires people to master the fundamentals before using its AI tools 
01:21:25: The 1 percent better philosophy and the power of compounding improvement 
01:24:09: Why AI means business growth no longer necessarily means growing headcount 
01:29:20: Moving beyond traditional SEO and the evolution of organic discovery 
01:33:20: Entrepreneurship, becoming a father and the hidden personal cost of building a business 
01:42:27: Burnout, openness, asking for help and challenging the glorification of entrepreneurship 
 
 
 
💬 Quote of the Episode 

“Service is one of my core values, and I do that because I get more from it than I think.” – Graeme Stiles 

"Prioritise and execute" Jocko Willink (one of Graeme Stiles’ favourite quotes). 
 
 
 
🧠 Related Campaign Example  
Spotify Wrapped Concept: Graeme states why he chose this case study: “Chosen because the data is the creative. Principles: data is the creative; the audience is the media buy; AI belongs in the underlying product, not the interpretation; retention dressed as acquisition; not replicable without the data density.” 

Spotify Wrapped Concept: https://support.spotify.com/td-en/article/spotify-wrapped/  
 
 
 
👣 Relevant Links & Mentions 

Graeme Stiles’ LinkedIn: https://www.linkedin.com/in/graemestiles/  
 
Algorithm Website: https://www.algorithm.agency/  
Algortihm LinkedIn: https://www.linkedin.com/company/algorithm-agency/  
Algorithm Facebook: https://www.facebook.com/algorithmagency  
Algorithm Instagram: https://www.instagram.com/algorithmagencyglobal  
 
 
🌐 Connect with Tim Africa 

🔗 Website: https://www.tim.africa  
📸 Instagram: https://www.instagram.com/tim.africa  
📘 Facebook: https://www.facebook.com/timdotafrica  
🎬 TikTok: https://www.tiktok.com/@tim.africa_  
  Podcast Page: https://www.pod.tim.africa

Welcome to Episode 56 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Kuki Shah, a Kenyan born entrepreneur, executive coach, facilitator and former family business leader who now helps entrepreneurs and leadership teams unlock clarity, accountability and long-term growth through Bloom Growth. 

He is based in Dubai. After helping scale his family's business, he went onto successfully compete against multinational giants such as Unilever and Vaseline, he transitioned into coaching founders and leadership teams across Africa and the Middle East through Bloom Growth. Today he helps businesses build healthier cultures, stronger accountability and more intentional leadership. 

Kuki shares an honest account of the experiences that shaped his identity. He opens up about childhood bullying, constantly searching for belonging, moving between Kenya, England, Australia and Dubai, building and exiting multiple businesses, and learning that success means very little without self-awareness. 

This episode explores servant leadership, family business dynamics, entrepreneurship, coaching, validation, business exits, and the importance of putting yourself first before you can truly serve others.  Whether you are building a business, leading a team, navigating self-doubt or searching for greater purpose, this episode offers practical wisdom alongside remarkable vulnerability. 
 
 
 
⏱ Timestamped Overview 

00:48 – Introduction to Kuki Shah and why he never believed he belonged on a podcast. 
00:06:08 – Trusting the people who believe in you before you believe in yourself. 
00:15:15 – Childhood bullying, belonging and how servant leadership became part of Kuki's identity. 
00:23:13 – Kuki's entrepreneurial parents and the family business that shaped his future. 
00:30:01 – The pressure of family businesses and finding another path into the company. 
00:40:11 – Door to door sales in Australia and the business lessons that still influence Kuki today. 
00:50:44 – Returning to London, building a premium tea business and learning to embrace entrepreneurship. 
01:00:24 – Moving back to Kenya and earning his place inside the family business. 
01:10:00 – Building the Valon brand and competing directly against Vaseline and Unilever. 
01:24:01 – Negotiating the sale of the business and protecting minority shareholders. 
01:40:00 – Identity, validation and learning that success cannot replace self-worth. 
01:50:00 – Coaching, facilitation and why putting yourself first allows you to better serve others. 
02:01:10 – Moving to Dubai, finding clarity and embracing the next chapter of leadership. 

 
 
 
💬 Quote of the Episode 

“Service is one of my core values, and I do that because I get more from it than I think.” – Kuki Shah 
 
 
 
🧠 Related Campaign Example  
City Lodge Television Advertisement: Kuki highlights City Lodge's "Check In to South Africa" television advertisement as a brilliant example of emotionally driven storytelling. Rather than focusing on hotel rooms or amenities, the campaign celebrates the country's diversity, resilience and shared identity, reminding viewers that South Africa belongs to everyone. 

What stood out most to Kuki was the campaign's ability to make people feel something before trying to sell anything. He explains that the best marketing creates an emotional connection first, because people remember how a brand makes them feel long after they've forgotten the product itself. This aligns closely with his own philosophy on leadership and relationships, where genuine human connection always comes before transactions. 

City Lodge Television Advertisement: https://www.youtube.com/watch?v=rwUvewBwqFM 

  

 
 
👣 Relevant Links & Mentions 

Kuki Shah’s LinkedIn: https://www.linkedin.com/in/kuki-shah-5240139  
Kuki Shah’s Instagram: https://www.instagram.com/kuxshah/  

Coach Kuki’s Website: https://www.coach-kuki.com/  

Bloom Growth’s Website: https://www.bloomgrowth.com/  
Bloom Growth’s LinkedIn: https://www.linkedin.com/company/bloomgrowth/  
Bloom Growth’s Facebook: https://www.facebook.com/groups/1259247988796452/members  
Bloom Growth’s Instagram: https://www.instagram.com/bloomgrowth.ecosystem  
Bloom Growth’s YouTube: https://www.youtube.com/@bloomgrowth         
 
 
 
🌐 Connect with Tim Africa 

🔗 Website: https://www.tim.africa  
📸 Instagram: https://www.instagram.com/tim.africa  
📘 Facebook: https://www.facebook.com/timdotafrica  
🎬 TikTok: https://www.tiktok.com/@tim.africa_  
  Podcast Page: https://www.pod.tim.africa

Welcome to Episode 55 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Thando-Rose Dladla, a spiritual healer, transformational breathwork facilitator, entrepreneur, speaker and the woman behind The Funkie Healer. 

Thando shares the experiences that led her from Johannesburg to KwaZulu Natal and ultimately towards answering her spiritual calling. She reflects on identity, culture, religion, ancestral wisdom and the complicated journey of understanding who she truly is.  

Beyond her spiritual journey, Thando is actively involved in entrepreneurship, construction, skills development and community empowerment. Through her family’s road marking business, she helped develop training programmes that equip emerging entrepreneurs with practical business and road marking skills. 

This episode is a must listen for anyone navigating authenticity, spiritual identity, personal agency and what happens when we stop changing ourselves to satisfy the expectations of others. 
 
 
 
⏱ Timestamped Overview 

00:51 – Introduction to Thando-Rose Dladla and Moving to KZN. 
04:13 – Reconnecting with her Zulu identity and family roots. 
10:22 – Growing up in Johannesburg, moving frequently and becoming adaptable. 
15:19 – Becoming aware of race and identity as the first Black girl at her boarding school. 
20:12 – Division, belonging and the need for healing across South African communities. 
28:17 – Language, curiosity and why more South Africans should learn isiZulu. 
30:18 – Boarding school, studying law and discovering her creative identity. 
38:06 – Meeting her second husband and recognising the importance of compatibility. 
42:13 – Spiritual experiences, danger and the marriage that led her to answer her calling. 
48:09 – Divine protection, surviving a dangerous journey and recognising her purpose. 
50:07 – Challenging conventional thinking and searching for something deeper. 
52:58 – Understanding spiritual initiation, ancestral guidance and different healing gifts. 
56:14 – Decolonising spirituality and exploring the relationship between religion and African practices. 
01:00:12 – What it means to be called as a healer and carry ancestral gifts. 
01:13:03 – Entering radio and rediscovering the power of her voice. 
01:20:22 – Land, migration, xenophobia and the responsibility of leadership. 
01:34:04 – The meaning behind “Delayed obedience is disobedience.” 
01:43:31 – Creating road-marking and entrepreneurship training programmes. 
01:48:12 – Creating healing retreats and safe spaces for men. 
 
 
 
💬 Quote of the Episode 

“I am a spiritual being having a beautiful human experience. I just happened to come into this body.” – Thando-Rose Dladla 
 
 
 
🧠 Related Campaign Example  
Checkers Little Shop Minis Campaign: Thando selected the Checkers Little Shop minis campaign because of the way it combined nostalgia, collectability and family participation. 

The campaign encouraged customers to collect miniature versions of familiar products when shopping through Checkers and Checkers Sixty60. For her, the campaign recreated the childhood excitement of collecting, swapping and displaying items with friends. 

She explains that the campaign became about more than the products customers were buying. The desire to complete the collection strengthened engagement with the Checkers brand and encouraged repeated purchases. 

Checkers Little Shop Minis Campaign: https://youtu.be/WrO4r_41cy0  

  
👣 Relevant Links & Mentions 

LinkedIn: https://www.linkedin.com/in/thando-rose-dladla-08355b66/   
Facebook: https://www.facebook.com/TheFunkieHealer   
Instagram: https://www.instagram.com/thandorose_dladla/  
YouTube: https://www.youtube.com/@TheFunkieHealer   

Funkie Healer Website: https://thefunkiehealer.com/   
 

🌐 Connect with Tim Africa 

🔗 Website: https://www.tim.africa  
📸 Instagram: https://www.instagram.com/tim.africa   
📘 Facebook: https://www.facebook.com/timdotafrica   
🎬 TikTok: https://www.tiktok.com/@tim.africa_   
  Podcast Page: https://www.pod.tim.africa

Welcome to Episode 54 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Shaadia Vawda, an award-winning marketing executive, leadership coach and former global executive who has built brands across South Africa, the United Kingdom and international markets.  

Known for her passion for leadership development, innovation and helping organisations embrace change, Shaadia offers practical wisdom for navigating an increasingly uncertain world. During the episode we also touch on her leaving corporate life, the future of AI and human judgement, and why authentic marketing will always begin with telling the truth.   

From discovering marketing almost by accident to leading iconic brands at Unilever and Nestlé, she shares the lessons that shaped her leadership philosophy, why curiosity is more valuable than certainty, and how empathy unlocks the potential in people.  

This episode is a must listen for anyone interested in leadership, marketing, and building a career driven by purpose rather than certainty. 
 
 
 
⏱ Timestamped Overview 

00:51 – Introduction to Shaadia Vawda. 
02:20 – Growing up in Durban during Apartheid. 
03:14 – Discovering Marketing by Accident and the Unexpected Career Path. 
04:23 – Cold Calling Businesses and Landing her First Marketing Role. 
05:21 – Joining Unilever and Beginning a Career in Global Brand Marketing. 
07:02 – Why Empathy is the Foundation of Exceptional Leadership. 
10:08 – The "Yesterday's Best" Exercise and Building Culture. 
14:52 – A Difficult Manager at Nestlé London and One of her Greatest Teachers. 
21:06 – Childhood Independence and Early Responsibilities. 
22:07 – The U Train Leadership Programme. 
27:39 – The Values that Guided her Throughout her Career. 
32:38 – Leaving Corporate Life and Completing an MBA. 
35:25 – Escaping the "Golden Handcuffs" of Corporate Life. 
43:59 – Lessons and her Perspective on Entrepreneurship. 
48:52 – AI will Push more People towards Entrepreneurial Thinking. 
49:44 – Her MBA research into Artificial Intelligence and Human Judgement. 
57:02 – The Biggest Challenges Organisations Face when Implementing AI. 
01:18:10 – Why the Greatest Principle in Advertising is Telling the Truth. 
 
 
 
💬 Quote of the Episode 

“The most fundamental thing you can do in advertising is tell the truth.” – Shaadia Vawda 
 
 
 
🧠 Related Campaign Example  
BMW Mouse Ad Campaign: Shaadia highlights the BMW Mouse commercial as one of her favourite examples of effective advertising. She admires the campaign because it doesn't try too hard. It transforms a technical feature into something entertaining and emotionally engaging, while remaining focused on what the product can actually do.  

For her, the advert demonstrates that truth in advertising does not need to be dull or overly literal. A brand can communicate an honest product benefit while still using imagination, music, humour and exceptional creative execution to capture attention. 

BMW Mouse Ad Campaign: https://youtu.be/JNuaQrTubeI?si=Bckb1FPL7n0raZzU  

  
👣 Relevant Links & Mentions 

Shaadia Vawda’s LinkedIn: https://www.linkedin.com/in/execmktdirector-bluechip-fmcg/   
Shaadia Vawda’s Facebook: https://www.facebook.com/aidaahsshaadia   
Shaadia Vawda’s Instagram: https://www.instagram.com/aidaahsshaadia/   
 

🌐 Connect with Tim Africa 

🔗 Website: https://www.tim.africa   
📸 Instagram: https://www.instagram.com/tim.africa   
📘 Facebook: https://www.facebook.com/timdotafrica   
🎬 TikTok: https://www.tiktok.com/@tim.africa_   
  Podcast Page: https://www.pod.tim.africa