​If one more founder films a piece to camera telling me the "five things they learnt from building a business", I might lose it.

​We've reached peak founder content. Everyone has a podcast. Everyone is posting on LinkedIn. Everyone has a camera pointed at themselves, ready to share another lesson, another morning routine, another carefully packaged story about the road to success. And yet, somehow, most of it is completely forgettable. So what makes the founders we actually remember different?

​Jemma McKenzie works directly under Jane Lu to grow her personal brand, better known as The Lazy CEO. And who better to learn from than Jane herself? She's undeniably built one of the most recognisable personal brands in Australia, alongside building Showpo into a $100M+ global fashion business and becoming a Shark Tank Australia Judge. Jemma gets a front-row seat to how that brand works.

​Jemma unpacks what it actually takes to turn a personal brand into a profitable engine. Not another list of content hacks or a prescription to post three times a day, but a practical look at how the decisions actually get made. There's no one formula that works for everyone, and Jemma won't pretend there is. Instead, she'll share what she's learnt from doing this every day and what it actually looks like to take a founder's ideas, opinions and experiences and turn them into content people genuinely want to see.

​What you'll leave with

• ​A clearer understanding of why some founder content is memorable and most is not

• ​A practical look at how founder ideas, opinions and experiences are turned into content people genuinely want to see

• ​Insight into the judgement and decisions behind building a recognisable personal brand rather than following a fixed content formula

• ​Lessons from Jemma's day-to-day work growing Jane Lu's personal brand, The Lazy CEO

• ​Practical ideas for making founder content more distinctive, useful and connected to the business

​Format: Behind-the-scenes operator presentation, examples and Q&A.

​Who it's for
Startup founders, marketers, content operators and creators building founder, CEO or executive content and personal brands.

​Speaker

​Jemma McKenzie works directly with Jane Lu to grow her personal brand, The Lazy CEO. From shaping ideas and opinions into content through to making the decisions about what is actually worth publishing, Jemma has a front-row seat to how one of Australia’s most recognisable founder brands is built and grown day to day.

​The Startup Growth Lab is 2-days of practical workshops, live demos and real conversations, part of Spark Festival at UTS, 23-24 September 2026.