James Parnwell

James Parnwell

“It’s All About How the Customer Feels”

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When we turned up to interview Josh Nicholls at Platinum Electricians HQ, it felt like we were stepping into a trendy Silicon Valley tech-startup.

It’s crammed with bright, ultra-modern décor; there’s inspirational slogans on the walls, and a buzz of motivation in the room.

It’s a long way from Josh’s days as a young apprentice electrician, facing up to workplace bullying. He now heads up around 300 employees with franchises around Australia, and having a happy and thriving workplace culture is one of his highest values.

In our interview he shares some of the keys to his success – as well as his biggest challenges, how he survived COVID-19, and what’s kept him going strong for close to 20 years. James and Jess then explore some of Platinum’s marketing strategies – like their 21-Point Customer Experience checklist – and share some tips on finding your own USP.

Key Moments in This Episode

04:07 – Leaving school at 15, Josh’s electrical career got off to a rough start – in an apprenticeship where bullying was common. But the experience had a silver lining.

06:15 – Josh’s first day as a business owner – “I’ll never forget the new car smell”.

08:05 – Growing as a business leader – “I learnt to leverage off others”.

12:35 – The difference between Leadership and Management.

17:17 – To grow a business you need to have humility and hand responsibilities over to others.

19:11 – Josh explains his “wow” principle: wowing his customers with “Crazy Customer Service”

21:53 – Establishing your business’s Culture and Values.

25:46 – For Josh and his wife their “Why” is to be a blessing to others, through a charitable Foundation.

28:30 – “The first million is hardest” – Josh explains why.

30:18 – Josh’s toughest times in business, and how he navigated Covid-19.

33:54 – Work life balance – how Josh achieves it.

41:46 – James and Jess discuss how to develop a USP in your business.

Books Mentioned by Josh in This Interview

  • The E Myth – Why Most Businesses Don’t Work and What to Do About It – by Michael Gerber – Find it
  • Start With Why: How Great Leaders Inspire Everyone to Take Action – by Simon Sinek – Find it
  • Delivering Happiness: A Path to Profits, Passion and Purpose – by Tony Hsieh – Find it

Learn More

James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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