From Apartheid To Agency: Erica Mackay’s Path To Purpose

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Hungry buyers don’t need convincing; they need finding. That’s the heart of our conversation with strategist and storyteller Erica Mackay from the Marketing Detective Agency, where “Giraffes Don’t Eat Steak” isn’t just a catchy title—it’s a sharp reminder that not every audience is your audience. We swap spray-and-pray tactics for research-led clarity and show how to spot the lions who actually want what you sell.

Erica takes us from her childhood in apartheid South Africa—where questioning unfair rules became second nature—to a global marketing career across EMEA and a bold pivot into entrepreneurship. Along the way, she reveals an unexpected chapter as a close protection officer and unpacks how that discipline translates into better marketing: map the environment, profile the actors, plan the route, and prepare contingencies. In business terms, that’s voice-of-customer research, competitor insight, channel focus, and message testing that saves time and money.

We break down practical steps any founder or marketer can use now: narrow your segment to people who want, need, and can afford your offer; capture the exact language your buyers use; craft a simple value proposition; and place it where attention already lives. Erica’s throughline is human connection—help people feel seen, whether they’re customers or young speakers finding confidence—and the results will follow. Expect smart positioning tips, memorable metaphors, and candid life lessons on courage, curiosity, and asking for help.

If you’re ready to stop waving steak at giraffes and start serving the right audience, hit play and bring a notepad. Then share this with a founder who needs a nudge, subscribe for more brand strategy conversations, and leave a review to tell us which insight you’ll test first.

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