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 Lauren Clemett.
Lauren heads up The Audacious Agency, a premier profile-building and award-winning specialist company. With over three decades of experience in brand management and a reputation as a sought-after keynote speaker, Lauren empowers entrepreneurs and business owners to build powerful personal brands. As the brand navigator Lauren and her team help leaders to boldly stand out from the competition and be sought-after credible brand champions.
In this candid conversation, Lauren shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What inspired your leap into entrepreneurship, and what sparked the idea behind your current venture?
Growing up in a competitive environment at a YMCA camp, where everything we did gained ‘points’ for awards at the end of the week, I learned to strive for success from a young age. Later, working in the ad agency world, I saw how awards were the ultimate currency of success. I remember seeing overflowing bins of awards and certificates impaled on spikes – it was clear that recognition mattered, even though I thought it was a bit ostentatious.
However, my perspective on awards truly changed when I won a Silver Stevie Award in 2016 for my personal branding approach. It wasn’t just about the trophy; it was about the credibility and profile it gave me. That’s when the idea for The Audacious Agency was sparked. We saw so many brilliant entrepreneurs who were the world’s best-kept secret because they weren’t being seen or noticed. Australia has an insidious tall poppy syndrome that keeps people playing small, and we wanted to create a way for business owners to boldly stand out from the competition. Our agency’s unique approach isn’t just about writing award entries. It’s about strategically leveraging every part of the awards journey to build a credible and visible profile that makes more impact and gets innovators and leaders the recognition they deserve.
What core problem does your business solve, and how does your approach stand out from others in the space?
Too many brilliant entrepreneurs, thought leaders, and business owners are doing amazing, innovative work, but struggle to get the visibility and credibility they deserve to make a real impact. This is particularly true for women, who make up 80% of our clientele and often face challenges like imposter syndrome and societal pressure to play small. Most of the people we work with want to play a bigger role, but they don’t know that there are awards out there they are eligible for, and all of them are incredibly time poor. Even though they would like the recognition, they simply don’t know where to start. They see their competition, and those with less experience, and inferior products or services winning awards because they are better at self-promotion. The award winners are seen as the leaders in their sector, not necessarily those who provide the best solutions – and that’s incredibly soul-destroying and frustrating for the true change-makers and innovators out there.
Our approach stands out because we’re not just a copywriting service or a PR agency; we’re premier profile-building specialists. We’ve innovated a unique and strategic 3R’s process that delivers guaranteed results. We start by identifying a client’s Unique Profile Position (UPP) and then craft a comprehensive 12-month plan. This is the first R of the process – Reputation. This plan includes selecting the right awards and categories that will build the right profile to amplify the client’s reputation for what they want to be known for. Then the second R of the process kicks in – Recognition. We write and submit compelling entries, delving deep into the clients’ stories, and providing the metrics that matter to judges, along with professional support documentation. We even help clients gather case studies and testimonials to back up their claims. We submit everything and report on the results, making sure all deadlines are met.
Finally, the third R of the 3R’s process is activated – Respect. Long before the award results are announced, we guarantee 100% leveraging from the moment an entry is submitted, repurposing this vital and compelling content into blogs, social media posts and articles in online publications.
A snowball effect of recognition builds momentum, trust, and credibility, regardless of whether they win an award. That’s the real win for us and our clients.
What were some of the toughest obstacles you faced early on, and how did you navigate through them?
When we started The Audacious Agency, one of the biggest obstacles was changing the mindset around awards. A lot of people, including myself before we launched, saw awards as a one-off vanity exercise. The idea of standing in the spotlight and talking about your achievements can be intimidating, especially for those with impostor syndrome. I had to convince myself to see the value beyond the immediate gratification of a trophy and work out how we could create an agency using a model that showed the value of investing in a long-term vision of profile building.
Early on, our services were a bit fractured and reactive, based on the mistaken belief that clients would get bored with awards and move on to PR. This led to high client churn and team stress. The unexpected departure of a business partner in early 2024 was a pivotal moment. Instead of shutting down, I had to make a tough decision to rebuild the agency from the ground up.
To navigate this, I changed from a ‘scale up’ mindset back to ‘start up’ mode, completely streamlining our offering to focus on our core strength: awards writing, leveraging and profile building. This pivot was a risk, but it paid off. We implemented innovative solutions, including integrating AI into our workflow to handle research and grunt work, which freed up our writers to focus on creativity and guaranteed award leverage, ditching traditional PR pitching.
This new model has led to a 56% reduction in churned revenue and a 166% increase in active subscription clients, proving that my focus on long-term value and guaranteed leveraging was the right path all along. I’ve now also implemented an affiliate program, so we have PR companies, marketing agencies and book publishers constantly recommending our services to their clients. We’ve become the premier profile builders, a vital part of the personal branding service chain.
When the going gets tough, what keeps you grounded and motivated to keep pushing forward?
What keeps me grounded and motivated is the core purpose of The Audacious Agency and the incredible people we work with. Our mission is to shine a light on extraordinary innovators and change-makers who are doing amazing work in the shadows.
It’s a tough pill to swallow when a client doesn’t win, even with our impressive 97% finalist success rate and 78% win rate. We never promise a win because we believe in integrity over pay-to-win programs. The real magic, and what keeps me going, is our focus on the long-term journey. I’m not interested in short-term wins; I’m focused on long-term results.
Don’t get me wrong, it’s awesome to win and a great feeling to lift that award above your head and give an acceptance speech, and we’re focused on doing all we can to achieve that, but we also stay grounded in reality. We never, ever give up. We find a way to build the client’s profile, to level up and create compelling brand awareness, because we use the awards entries to generate compelling content that resonates with their industry, peers and audience. Helping clients build credible profiles regardless of the awards outcome keeps me going.
I’m incredibly proud to see our clients, who once felt overlooked, step into their power and gain the recognition they’ve rightfully earned. My personal journey, especially overcoming my own learning difficulties, has instilled in me an underdog spirit and a fierce resolve to help others who feel underestimated. This drives everything we do. Our clients build credibility and grow in confidence, attracting new opportunities to achieve lasting success. That’s a win that goes far beyond any single trophy.
What daily habits or non-negotiable routines help you stay productive, focused, and creatively energized as a founder?
One of my most important routines is getting up early, which is essential for managing my day and maintaining focus. I believe in the power of physical discipline to fuel my mental and creative energy. My bodybuilding regimen, which led me to win 3rd place in the 50+ sports model and 5th in the 40+ division in 2024, is a non-negotiable part of my life. It’s a testament to the long-term dedication and strength that I bring to my business every single day – to build a strong brand, it’s the same as building a strong body – you have to put in the reps!
Beyond that, my team, and other women leading businesses who I have as a support crew around me are a huge source of energy. I find a lot of motivation in my role as a leader and mentor, raising them up and helping them achieve their own milestones. The incredible work they do – like our Production Manager, Kerenza, who recently won Employee of the Year, or the way our writers leverage their skills, the affiliates we work with and the incredible female leaders doing unbelievable things to build their brands – they keep me creatively charged. I also dedicate time to mentor up-and-coming leaders via the Rare Birds mentoring program, and I host the That’s Audacious Podcast, sharing incredible stories of business leaders who have become award winners, and how that’s impacted their life and business.
What’s been the most powerful growth lever for acquiring new customers or expanding your client base?
The most powerful growth lever for us has absolutely been our affiliate program. We’ve built strategic partnerships with other companies that share our values and understand the importance of what we do, including book publishers, PR agencies, and marketing firms. These partners consistently refer clients to us, which has been a game-changer.
This third-party endorsement has been a massive shift in how we acquire clients. We’re no longer just chasing leads – we’re attracting higher-quality clients who come to us with a clear understanding that our services are a vital part of their brand-building process. The leads are hot, and the excitement when they first come to us is palpable. It’s a win-win-win situation for our partners, our clients, and our agency. These affiliations have also helped us break into new markets and solidify our position as the premier award-writing specialists in Australia.
What branding or marketing move made the biggest difference in elevating your business?
Our reputation as leaders in the awards space has also attracted bigger and better clients, largely due to our role as representatives for prestigious programs like the Stevie, Globee, and Titan Awards in the Australia/New Zealand region. Additionally, my role as an awards judge for numerous programs, including the Stevie Awards, Franchise Association Awards, the ABLE Book Awards, and the Symbol Awards, has solidified our authority and expertise. We’ve also won multiple awards for our services, and there’s nothing like having the proof in the pudding that you are working with the best in the business. We walk the talk!
Beyond our accolades, a major marketing move that has made a huge difference in terms of brand awareness was our strategic rebrand in 2024. This wasn’t just about a new look; it was a philosophical shift that solidified our core values and unique approach. Inspired by a seemingly small comment on a pickleball court when someone got a bronze medal but announced it was “rose gold”, our new brand intentionally departs from the traditional glitzy gold of awards. Our rose gold colour embodies achieving excellence at every stage of the journey, not just the top spot. The new logo’s accent over the å symbolises the “oooh” of surprise and admiration – that moment of recognition for audacious efforts. This rebrand was a public declaration of our new business model, which focuses exclusively on our core strengths and reinforces the premier position in our sector.
How do you personally define success, both as an entrepreneur and as a human being?
For me, success is not just about trophies or profit; it’s intricately woven into a fabric of celebration, impact, and enabling others to shine.
As an entrepreneur, my idea of success is quite simple – do what you love and what you were born to do, and to be recognised and respected as a leader for that.
The most rewarding part of my work is seeing our clients transform from the world’s best-kept secret to industry leaders, and the personal and professional growth that comes with it. Seeing their confidence bloom as they attract new opportunities is the ultimate measure of success.
As a human being, my definition of success is also deeply tied to others. It’s about being the leader of an awesome team and helping them achieve their own milestones. A moment I truly felt successful was when our Production Manager, Kerenza, won a gold award for Employee of the Year. That recognition of her dedication and talent was incredibly affirming and a testament to the success we strive for with all our clients.
Ultimately, success is knowing that The Audacious Agency is playing a vital role in bringing the stories of talented, impactful people to light and ensuring they get the recognition they deserve. My legacy, and the true measure of our success, is a community of brilliant, audacious entrepreneurs who are no longer afraid to be seen as the best.
Can you share a mistake or misstep that taught you a lesson you still carry with you today?
A significant lesson I’ve learned is about the critical importance of successful business partnerships. Over the years, I’ve had several business partnerships that, for various reasons, ultimately failed. This wasn’t because of a lack of effort or vision, but often due to a misalignment of core values, work ethic, and a shared dedication to long-term success. I’ve been told I can be intimidating, which is probably true. I’m direct and can be blunt because I’m intensely focused on making a massive impact and delivering on our promises. That’s a demanding energy, and not everyone has the business acumen, insight, and determination to keep up.
The most successful, profitable, and happiest I’ve been as a leader has been working in partnership with my boss, who is now my husband! We have a long history of working together effectively, and now, with me as the CEO with him as the General Manager, we have a dynamic that is seamless, productive, and incredibly supportive. We simply get it done and are aligned in our focus on potential and performance. This partnership, which has been going for over 20 years, taught me that true strength and resilience come from having a co-pilot who shares your unwavering vision and relentless drive. It’s all down to the fact that success is not just about the work itself, but who you choose to build your legacy with. It’s been the most empowering and transformative experience of my career.
What’s your best advice for someone just starting out, especially first-time entrepreneurs feeling overwhelmed or uncertain?
The best advice I can give to a first-time entrepreneur who is feeling overwhelmed or uncertain is to first and foremost, get clear on your why. Your mission, your purpose, or that deeper calling is what will drive you to keep going when things get hard. Entrepreneurship is a relentless challenge, and your deep-seated conviction is what gives you the tangible, transformative impact you want to have.
Secondly, embrace your own audacious story and authenticity. Don’t be afraid to share it, even if your palms are sweaty and your hands are shaking. My journey, especially overcoming my learning difficulties with dyslexia, has taught me that vulnerability is a great strength. You can’t leave a legacy if you don’t make an impact, and you can’t make an impact if you are afraid to be seen. Don’t be afraid to stand out from the crowd.
Finally, remember that success is a journey, not just a destination. Remember that receiving a rose gold medal is a reminder to celebrate every step of the way, not just the top spot. You will have to be agile, resilient, and open to change, and that’s okay. The greatest learning moments often come from the fiercest storms, not the calm waters. My team and I are still here, still alive, and still kicking massive goals because we keep our vision unwavering and focus relentlessly on our purpose.
How do you approach risk and innovation in your decision-making process?
What’s the worst that could happen? That’s the mentality I have, and every business owner should have. I believe that, if you have an idea, you should always give it a crack. This mindset is a direct result of my background, particularly growing up in the bush New Zealand. We were raised with a pioneering spirit and an incredible sense of self-reliance, which Kiwis call Number 8 wire ingenuity – the ability to make or fix anything with whatever is at hand. This resourceful attitude taught me to rely on myself and believe that I could solve any problem that came my way.
I believe innovation can come from anyone at any time, and that we must always be open to new opportunities. It’s about being agile, asking questions, and never expecting to know everything. The only real failure is not trying. This philosophy has guided our business through some of its toughest times. When faced with a major challenge, instead of retreating, see it as an opportunity to innovate. We embraced new technologies, like AI, to streamline our processes, not as a replacement for our creativity, but as a tool to enhance it. We learned to lean into change and see it as a chance to redefine ourselves and come out stronger. We never let the processes define our innovation, though. Being human is primary, enabling and allowing trial nd error builds a team spirit, and then we all celebrate in the success of our achievements.
If you lead a team, how do you foster a strong culture of trust, collaboration, and growth?
I lead by example and ignite the same determined spirit in others that has driven my own journey. I believe everyone has a powerful story deserving of recognition, and my role is to help them find it. I’ve always aimed to create a culture where we uplift and support each other, and this is especially important for our team. I want my team to feel empowered to embrace their own audaciousness, just as I learned to embrace mine.
I run a fully transparent collaborative environment where our creative team benefits from an open contractor model, where all of the writing team earn the same 30% of whatever the clients pay us. Our 100% remote work model redefines work-life balance as a standard practice, which is especially important for the young women and mothers on our team. I believe that by eliminating commutes and giving them control over their time, we enable them to do their best work.
I also believe in empowering contribution and innovation. I ensure that 100% of the content our team creates is utilised, which eliminates the frustration of wasted effort common in traditional PR pitching. This makes their work significantly more rewarding and empowers them to take pride in every piece of content that contributes to a client’s success. We also embrace innovation by using AI tools like Gemini to handle research, which cuts down the research work and allows them to focus on creative refinement and the compelling storytelling that truly sets our clients apart.
Finally, I believe in recognition and support. When clients do well, we celebrate with party packs for virtual celebrations, and we provide monthly wellness vouchers for self-care, acknowledging the demanding nature of their work. This holistic approach ensures our team feels valued and appreciated, and it’s a major reason we’ve achieved our exceptional success rates. It’s about demonstrating that perceived limitations can be overcome, that audacious goals are achievable, and that every individual has a powerful story deserving of recognition.
What are the top 5 mindset shifts or practices that helped you overcome self-doubt and grow your confidence as an entrepreneur?
The top mindset shift for me was truly understanding that I’m award-worthy. Growing up, I was told I had word blindness and would never be able to read or write properly. This could have created a deep-seated self-doubt, but with a fierce resolve, I defied that limitation to become a five-time bestselling author and an award-winning writer. Realising that my journey, with all its challenges, was worthy of recognition was a fundamental change that silenced a lot of the negative talk in my head.
Second, I had to learn to believe that I am a good leader. This was a huge shift that came after my business partner left, and I was faced with a period of intense self-doubt, questioning if I could step up from Managing Director to CEO. This experience was a test of resilience, and it taught me that true leadership isn’t just about navigating calm waters, but steering the ship through the fiercest storms with unwavering vision and determination.
Third, I made the conscious decision to accept that my skills and talents are valuable. My background in creative industries, advertising, and branding, started in a world before the internet, and gave me a unique perspective on connection and communication that isn’t widely taught. I leaned into my own dyslexia disability as it became my greatest asset, using it to help entrepreneurs understand how the brain sees brands so they could build respected personal brands in competitive sectors. This ability to think creatively and outside the box is the engine of our agency and a core part of my value to clients.
Fourth, I know I can contribute to the lives of others in a positive way. This mindset is what truly drives me. When I see clients open doors to new opportunities, growing their brands and businesses because of the credibility we helped them build, I know we’re making a real, tangible impact. My why is to help the quiet innovators and change-makers who are doing extraordinary work in the shadows get the recognition they deserve.
Finally, I’ve learned that the big picture is always more important than the small issues. Churchill once said that if we stop to throw stones at every dog that barks, we’ll never reach our destination. This means focusing on collaboration over competition. I firmly believe that a rising tide lifts all ships, and that we should all be shining a light on extraordinary businesses, rather than tearing each other down. This philosophy guides my every decision and pushes me to consistently challenge myself and others to see beyond what is now, to what could be in the future, so they keep their eyes on the prize of long-term success.
If you could spark a global movement or mission through your work, what would it be—and why does it matter to you?
If I could spark a global movement, it would be to eradicate imposter syndrome and the insidious tall poppy syndrome that’s so prevalent here in Australia and New Zealand. There is an “itty-bitty-shitty-committee” in our heads that keeps brilliant people playing small. It’s an internal voice of self-doubt, often amplified by a societal culture that’s too quick to drag others down for their success.
This movement matters to me because my entire business, The Audacious Agency, is built on helping people overcome this. My mission is to empower entrepreneurs, especially women, to step into their power and boldly stand out for what they do best. My journey of being told I would never be able to read or write properly gave me a profound understanding of what it feels like to be underestimated and to have your potential overlooked. I know the feeling of having to fight for your voice to be heard, and my purpose is to ensure that the audacious efforts of others don’t go unnoticed. This is why we work to change the culture to one of collaboration over competition, and of celebrating the entire awards journey, not just the wins, so we can all lift each other up and create a community where innovators are no longer afraid to be seen as the best.
What’s a quote, philosophy, or guiding belief that shapes how you lead and live every day?
My guiding philosophy, one that truly shapes how I lead and live every day, is inspired by T.S. Eliot’s quote: “Between the idea and reality, lies the shadow.” This quote has always resonated with me because it’s a powerful reminder that the real impact happens in the ‘shadows’ – the hard work, sleepless nights, worries, and struggles that happen behind the scenes. For me, the mission is about empowering people to do the work in the shadows and then confidently step into the spotlight.
This philosophy is the foundation of The Audacious Agency’s purpose: to help brilliant entrepreneurs who are doing amazing, innovative work to get the visibility and credibility they deserve. I’m doing it for the quiet and clever innovators and the change-makers who are doing extraordinary work in the shadows. It’s why I’m so passionate about helping others back themselves and become their own best supporter, so their audacious efforts don’t go unnoticed and they can turn their incredible ideas into reality, making the impact they dream of and leaving a legacy they are proud to pass on to future generations
