As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Adriana Brusi.
Adriana Brusi is a trailblazing entrepreneur and the visionary founder of Crowds Now, a patented and trademarked platform revolutionizing how businesses connect with their ideal audiences.
Born in Hong Kong, Adriana demonstrated exceptional drive from an early age—making the Asia Pacific swimming team at just 12 and, by 16, becoming the youngest director in Hong Kong, where she led youth arts initiatives and supported at-risk children across the region.
Her dynamic career spans senior hotel management roles with Ramada, Mirvac, and Accor, launching and operating her own restaurants, and founding Event Negotiators, where she redefined corporate event procurement and management. Through this venture, she brought high-profile names such as Sir Richard Branson, Tim Ferriss, Susan Sarandon, Jane Seymour, and Goldie Hawn to Australia.
As a single mother of two, Adriana pours her passion for human connection and resilience into Crowds Now, empowering everyday people to become paid brand ambassadors. Her mission is clear: to build thriving communities rooted in innovation, loyalty, and authentic engagement.
In this interview, she reflects on the pivotal moments, hard-earned lessons, and defining wins from her journey in building thriving online ventures.
What inspired you to start your business, and what problem were you passionate about solving?
From the very beginning of my career, whether it was running restaurants, managing hotels, or producing global events, one thing always stood out to me: businesses thrive when they can truly connect with people. But in today’s world, that connection has become harder than ever. Markets are saturated, advertising is expensive, and so much money is wasted shouting at the wrong audiences—while the right customers slip through the cracks.
When COVID hit and the events world stopped overnight, I had to reimagine everything. That’s when resilience and creativity collided, and Crowds Now was born. I wanted to solve a problem I had personally experienced across every industry I’d worked in: the disconnect between businesses and their ideal audience.
With Crowds Now, instead of paying hefty ad fees or subscriptions, businesses only pay for results. Everyday people, your actual buying demographic become brand ambassadors for everything from your local café to a luxury brand. It gives small businesses a fighting chance in a noisy market, while giving individuals the opportunity to earn additional income without needing new skills.
At its core, Crowds Now was inspired by my belief that businesses aren’t built on spreadsheets, they’re built by people and communities. The platform solves the hardest problem for small businesses being seen, heard, and trusted, while creating real, measurable impact.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
When Crowds Now first launched, the focus was simple: give small businesses a way to cut through the noise and connect with their ideal customers. But as the platform gained traction, it became clear that we weren’t just helping businesses advertise, we were helping them build communities around their brands. That shift was a turning point.
A key decision early on was to make Crowds Now results-based, no subscriptions, no management fees, only pay on outcomes. That transparency not only built trust but also leveled the playing field for small businesses competing against much larger budgets. Another pivotal decision was investing heavily in automation and patented technology, so businesses weren’t dependent on complex processes or additional staff to run campaigns.
Today, the platform has evolved into a space where businesses of every size, from the local café to global luxury brands, can access measurable, scalable, community-driven marketing. And every step of growth has come back to the same principle: resilience, creativity, and a deep respect for the human connection that carries businesses forward.
5 mistakes small businesses make that block them from driving the right leads and conversions:
- Trying to market to everyone instead of their ideal buyer. Casting the net too wide wastes money and energy, if you’re not speaking directly to your core audience, you’re invisible.
- Confusing attention with intention. Getting likes or views doesn’t equal sales. Businesses often chase vanity metrics instead of building pathways that turn interest into conversion.
- Not making data measurable or trackable. If you can’t measure it, you can’t improve it. Too many small businesses don’t use tools that show them what’s working and what’s wasted spend.
- Over-relying on one channel. Whether it’s just social media, or only word-of-mouth, putting all energy into one lane leaves businesses vulnerable when that lane slows down.
- Forgetting the human connection. Businesses built only on systems and spreadsheets miss the point – people buy from people. Atmosphere, authenticity, and community trust are what carry a brand long term.
In your view, what truly sets your brand apart in today’s competitive market?
What sets Crowds Now apart is that we’ve flipped the traditional marketing model on its head. Instead of brands paying large sums to reach millions of people who may never be their customer, we connect businesses directly with their ideal audience, and then turn those people into paid brand ambassadors.
It’s not just advertising, it’s amplification. It’s everyday people – whether they’re locals supporting their favourite café, or micro-influencers testing new products, or even ambassadors for luxury brands — becoming the trusted voice that carries a business into its market in a way that feels authentic and human.
Unlike traditional marketing platforms, Crowds Now is:
- Transparent and measurable – no hidden management fees, no subscriptions, you only pay for results.
- Scalable for every business – from the family-run restaurant to a global label, everyone has access to the same innovative model.
- Built on human connection – because businesses aren’t carried by spreadsheets alone, they’re carried by people, atmosphere, and loyalty.
That’s why I say Crowds Now isn’t just another tech platform, it’s a rocket booster for brands in saturated markets, and at the same time, it’s a way to put money back into the hands of everyday people.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
The most effective marketing strategy I’ve ever used is the very one I built Crowds Now around, leveraging authentic voices to amplify a brand in ways traditional advertising never could.
When people feel personally connected to a business, whether it’s their favourite café, a local start-up, or even a global brand they admire, they become the most powerful marketing tool there is. By turning everyday people into paid brand ambassadors, we’ve been able to create genuine word-of-mouth at scale, which has always outperformed polished ad campaigns in terms of both trust and conversion.
I believe it worked so well because:
- Trust beats noise. In a saturated market, people tune out ads; but …. they tune into people they know and trust.
- It’s measurable and accountable. Every action has a clear result, which small business owners love.
- It builds community, not just customers. People don’t just buy a product; they feel part of the brand’s story.
That’s why I always say the most effective strategy isn’t about spending more on ads — it’s about building a movement of voices that carry your business forward.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to our ideal audience isn’t something I see as a “task”, it’s the heartbeat of Crowds Now. The businesses we serve, whether it’s a family-run café or a luxury brand, all want the same thing: to be seen, understood, and supported by the right people. To really deliver that, I do three things consistently:
- Listen before I act. I spend as much time listening to small business owners and customers as I do on strategy. Their language, frustrations, and hopes tell me more than any spreadsheet ever could.
- Lean on transparency and data. Every action in Crowds Now is measurable. That means I can see what’s resonating, what’s not, and how audiences are actually behaving rather than how we assume they will.
- Stay human. At the end of the day, businesses aren’t carried by algorithms, they’re carried by people. I make a point of engaging in real conversations, not just relying on reports.
This balance of empathy and data keeps me close to the audience we serve, because when you truly understand your people, you don’t just meet their needs, you anticipate them.
What’s one branding move or campaign that helped elevate your business to the next level?
One of the branding moves that really elevated my business to the next level was when we worked with London’s West End on filling residencies, alongside supporting several theatres and major stadium events internationally, often with incredibly short lead times.
In live entertainment, ticket sales are everything. A half-empty theatre isn’t just lost revenue; it impacts atmosphere, reputation, and future bookings. What we brought to the table was a different approach; we built campaigns that tapped into the right audiences quickly and authentically. By connecting productions directly with their ideal ticket buyers and amplifying that through people who became advocates rather than just spectators, we were able to create momentum that carried beyond a single show.
That experience taught me two key lessons:
- Scale under pressure is possible if you know your craft and trust your systems.
- The right audience matters more than the largest audience. When you reach the people who truly care, seats fill, energy grows, and success compounds.
Those lessons became the DNA of Crowds Now. The same principles that filled theatres and stadiums are now helping small businesses and global brands cut through the noise of saturated markets. Instead of wasting money on campaigns that shout into the void, we give businesses the tools to connect directly with their ideal avatar and then turn those people into advocates who carry the brand forward. Whether it’s a café, a start-up, or a luxury label, the result is the same: momentum, visibility, and growth that feels authentic and sustainable.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success has never just been about numbers. Of course, revenue and growth matter, they keep the lights on; but the deeper question I always ask is: what impact are we making?
I think a lot of businesses get caught up in intent. They intend to do good, to support customers, to create opportunity. But intent alone doesn’t change anything, it’s the impact that truly matters. Success, for me, is measured in the stories of small businesses that were struggling to be seen and now have a loyal community standing behind them. It’s measured in the additional income everyday people are earning through Crowds Now without needing another skill set, just by sharing the brands they already love.
Success is also about resilience and creativity becoming survival tools, not just for me, but for the businesses we support. If we can help them innovate, create loyalty, and cultivate a sense of social safety, then we’ve done more than grow numbers on a balance sheet. We’ve created impact that lasts.
So, for me, success is when purpose and profitability walk hand in hand. When the work not only builds a business but builds people and communities too. That’s when I know we’re winning.
How do you personally define success, beyond revenue and growth metrics?
For me, success goes far beyond revenue and growth charts. I define success as creating something that genuinely makes life better for the people I serve, for the people I employ, and for my own family.
Success is when a small café owner tells me that, because of the visibility we created, they can now pay their staff with confidence and keep their doors open. It’s when an everyday person can earn an additional income by becoming a brand ambassador for a business they already love. That kind of impact means more to me than any spreadsheet ever could.
On a personal level, success is also about the moments I get to show up as a single mum. Being there at my daughters’ school events, birthdays, and milestones while running a business is something I never take for granted. I want to be their biggest cheerleader, but also their greatest teacher. For me, that means showing them that failing isn’t the opposite of success it’s our greatest teacher. It means teaching them that clarity comes from action, not waiting for perfection, because there is no such thing as perfect. You just need to start.
So, while numbers tell me we’re moving in the right direction, true success is when the work creates loyalty, connection, and opportunity that lasts well beyond the transaction and when, in the process, I can show my girls what courage and resilience really look like.
“Failing isn’t the opposite of success, it’s the teacher that shapes it.”
Can you share a challenge or setback that ultimately became a turning point for your brand?
One of the biggest challenges and ultimately the most pivotal turning point for Crowds Now was the decision to move from a manual model to building out our own app. In the early days, we had already proven the concept: businesses wanted a way to be amplified, and people wanted opportunities to support them. But running it manually quickly showed us where the bottlenecks were. We couldn’t scale impact the way we needed to without investing in something bigger.
That meant digging deep and backing ourselves to build a sophisticated platform that could truly sustain the business model. It was risky financially and emotionally, but the reality is, if you wouldn’t buy you, then no one else will. We had to prove to ourselves first that this was worth betting everything on.
That leap became a defining moment. It took Crowds Now from being a great idea with potential into a patented, trademarked technology that solves a real problem and creates opportunities for businesses and everyday people at scale. Looking back, it was one of the hardest decisions, but it was also the one that unlocked everything that came after.
“Belief is contagious, but it has to start with you.”
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Water has always been my reset button. Coming from a swimming background, I try to start most days either in the pool or on a walk if I can’t get there. Movement clears my head and helps me start with intention. Gratitude is another non-negotiable. I often remind myself that if I look back 12 months, I’m usually standing in a place I once wished for, so it’s important to appreciate where I am today, while also keeping sight of where I want to go.
For me, that’s not just about manifesting or visualising, but also about creating tangible pathways and small daily steps that move me closer. I think success is built in the micro-actions.
And finally, I’m very intentional about who I surround myself with. My closest friends are my grounding force they’ve been there for the wins, the losses, the laughter and the tears. Knowing who champions you and keeping your inner circle close is everything. They remind me who I am when life and business are at full speed.
How do you approach innovation and risk in your business strategy?
For me, innovation and risk go hand-in-hand. You can’t have one without the other. The way I approach it is by always asking: ‘What’s the problem we’re solving, and how can we do it differently?’ Innovation isn’t about chasing shiny ideas, it’s about creating practical solutions that actually move the needle for customers.
Risk is unavoidable in business, but it becomes less intimidating when you break it down into small, calculated steps. When we built Crowds Now, for example, we proved the concept manually first. Only once we knew it worked and that we were bottlenecking growth, only then did we take the big leap into building the app. That risk was significant, but it was grounded in evidence.
For small business owners, I think the key is this: don’t wait for perfect. Start small, test, learn, and refine. Innovation doesn’t need to be a huge reinvention, sometimes it’s simply finding a smarter way to use the resources you already have. Every risk should have a reason, and every innovation should have a purpose.
Three Tips I Recommend:
Test before you leap – Prove your idea in the simplest way possible before making big investments. Small experiments save big mistakes.
Reframe risk as learning – Instead of fearing failure, see it as data. Every risk gives you feedback that sharpens your next move.
Innovate with purpose – Don’t chase trends. Focus on solving real problems for your customers in ways that set you apart.
What advice would you give to someone starting a business in today’s fast-changing digital world?
If I could give one piece of advice to anyone starting out, it would be this: don’t get lost in the noise of digital marketing metrics and forget that business is, at its core, human.
The reality is that traditional online strategies like SEO and SEM have become incredibly expensive, highly competitive, and often inaccessible for small businesses. Cost per click is rising, agencies charge high management fees, and even if you get traffic, there’s no guarantee those eyeballs are actually your buying market. Attention doesn’t always equal conversion.
What actually moves the needle is connection. In a world that feels increasingly digital and automated, people crave authenticity and social safety. We buy emotion before we buy facts. We align with brands that make us feel something: seen, valued, connected. And that sense of connection can’t be manufactured, not even in an AI-driven world.
My advice is simple: invest in building relationships, not just reach. Create an atmosphere, whether online or offline where your customers feel part of your story. Use technology as the tool, but never forget that business is built by people, not spreadsheets. The brands that will thrive are the ones that understand that human connection is their greatest currency.
Takeaways for Starting a Business in Today’s Digital World
- Focus on connection, not just clicks → Don’t just chase traffic; build real relationships with your ideal audience. Connection creates conversion.
- Use tech to amplify, not replace people → Automations and platforms should reduce friction, but your brand voice, values, and human touch must always lead.
- Make emotion your strategy → People don’t buy facts; they buy how you make them feel. Build social safety, trust, and loyalty — that’s what sustains growth.
Where can our audience connect with you and learn more about your work or offerings?
The best way to learn more about what we’re building is by visiting Crowds Now — here, both companies and everyday people can register to be notified as we prepare to launch the app by the end of September. It’s free, transparent, and unlike most marketplace platforms, it’s not subscription-based; organisations will only ever have to pay on results, and talent (the people) don’t have to pay at all.
Crowds Now elevates business’s in saturated markets connecting them with their ideal audience, turning everyday people into brand ambassadors and giving them a way to make money without needing an additional skill set, becoming the voice of the brands they love.
We love feedback and collaboration, so if you’d like to reach out directly, you can email or fill in one of the online forms on our contact us page.
I also share insights and behind-the-scenes updates on my personal channels:
- Instagram → @adrianabrusiofficial and @crowds_now
LinkedIn → Adriana Brusi and Crowds Now
