Jane Lu started something.

After responding to The Lazy CEO’s Crooked Compass marketing audit in Episode 1, I’m joined by Crooked Compass founder Lisa Pagotto to take the conversation one step further.

This time, we’re doing the strategy work.

We take Jane and Elysia’s observations about the Crooked Compass website and social media and put them through the Crooked Compass filter: Does it fit the customer? Does it fit the brand? Does it make sense for someone considering a 15,000–40,000 journey? What job does the marketing actually need to do?

We look at what we’d change about the website and customer journey, what social media is actually there to achieve for a premium travel brand, and the balance between beautiful destination imagery, stronger hooks, education, trust, social proof and conversion.

We also take some of Jane and Elysia’s actual content ideas and decide which ones we’d keep, which we'd evolve, and which simply don't fit the Crooked Compass customer.

This is less about who was “right” in the original audit and much more about what happens when you take an outside perspective, add the context they couldn’t possibly have, and ask:

What’s the smartest thing to do next?

Connect with Elysha and Lisa:

Connect with Elysha:

Instagram: https://www.instagram.com/iamelyshastephens/ LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: elymarketing.com.au

Connect with Lisa:Instagram: https://www.instagram.com/lisapagotto_/ LinkedIn: https://www.linkedin.com/in/lisa-pagotto/

Want to Travel Deeper?

Visit crooked-compass.com

When Jane Lu and The Lazy CEO Podcast audited the marketing of our client, Crooked Compass, they had some great ideas. They also had one pretty significant piece of information missing: they don’t know the customer.

In this episode, I respond to Jane and Elysia’s Crooked Compass audit and unpack what changes when you add the actual customer, buying decision and commercial context into the conversation.

We’re talking millennial pauses and visual hooks, beautiful travel imagery, viral content, TikTok, influencers, content creators and why marketing a $30,000 journey requires a very different approach to marketing a $50 tourism experience.

I’ll also share what Jane and Elysia got right, what made me question some of our own thinking, and what you can’t see when you’re looking at a brand’s marketing from the outside.

Jane, we love you. You’ve started something. 😂

Next up: I’m bringing Crooked Compass founder Lisa Pagotto onto the podcast so we can put some of these ideas through the Crooked Compass filter and do the strategy work live.

Follow Elysha and Lisa:

Connect with Elysha:

Instagram: https://www.instagram.com/iamelyshastephens/ LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: elymarketing.com.au

Want to Travel Deeper?

Visit crooked-compass.com

In this episode of Marketing Made Iconic, I sit down with the extraordinary Lisa Pagotto, founder of Crooked Compass and Crooked Compass by Air, and one of the most visionary, purpose-led leaders in modern travel. Fresh off being awarded Entrepreneur of the Year at the Women in Tourism Awards, Lisa continues to set the benchmark for what meaningful, responsible and perspective-shifting travel can be.

Lisa doesn’t simply design tours. She reshapes the way we see the world. From steering an international travel company through a global shutdown to launching an entirely new aviation-based tourism brand during one of the toughest periods in industry history, her journey is a masterclass in resilience, reinvention and intuition-led leadership.

We dive deep into how curiosity, presence, responsibility and intention guide both of her companies and her personal philosophy on travel. We also explore why the future of the industry belongs to brands that are brave enough to slow down, go deeper and prioritise human connection over convenience.

If you’re a founder, travel creator, tourism operator or a leader navigating change, this episode is made for you.

If you’re ready to move from invisible to irresistible, sign up for your free trial of the world’s first growth ecosystem for tourism, Elevate Tourism, available for a limited time: www.elevatetourism.com

If you’re looking for support from marketers who truly understand tourism, reach out to Elysha and the team at www.elymarketing.com.au

00:00 Introduction and Initial Reactions to the Pandemic

00:38 Welcome to Marketing Made Iconic

01:02 Meet Lisa Podo: Turning Crisis into Creativity

02:44 The Birth of Crooked Compass by Air

05:48 Lisa's Personal Journey and Learning to Fly

11:15 The Unique Traveler of Crooked Compass

15:34 Balancing Luxury and Authenticity in Travel

18:13 The Vision and Evolution of Crooked Compass

20:38 Balancing Authenticity in Travel Design

21:33 Personal Philosophy on Travel

22:29 Industry Stagnation and the Need for Change

24:16 Moving Beyond Price-Driven Travel

26:09 The Human Touch in Travel

27:53 Collaboration in the Travel Industry

30:16 Presence-Based Design in Travel

32:30 The Role of Intuition in Leadership

33:48 Leading Through Change and Challenge

37:14 Proudest Moments as a Founder

39:09 The Founders Tour Experience

41:28 Conclusion and Contact Information

Follow Elysha and Lisa:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Lisa:
LinkedIn: https://www.linkedin.com/in/lisa-pagotto/

Website: crooked-compass.com