Episode 160

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Published on:

12th Feb 2026

135. Think Like A CEO: Choose The Uncomfortable Path And Win with Richard Conway

What if the difference between stalled growth and market leadership is one bold email, one honest reframe, or one great hire you think you can’t afford? We sit down with Richard Conway, Founder and Managing Director of Pure SEO, to unpack how an introvert with $200 built one of New Zealand’s most recognized digital marketing groups by betting on systems, A-players, and asymmetric opportunities.

We trace the path from bartering for a logo to landing enterprise leads by upgrading brand signals online, then dig into the inflection point where ten people exposed the limits of hustle. Richard explains how bringing in an operations specialist, building internal software, and opening a Manila office cut errors, scaled delivery, and freed him to sell and lead. He shares the mentors and investors who compressed his learning curve, plus the gut-check process he uses to make fast, reversible decisions without burning out on analysis.

The conversation gets real about personal adversity—miscarriages, a cancer diagnosis, and a key resignation in the same week—and how trust and responsibility pulled him out of bed when comfort would not. We explore why focusing on strengths beats fixing weaknesses, how to avoid punishing top performers, and why paying for A-players ultimately lowers cost. Then we map the playbook for bold, unconventional moves: cold-calling Penguin Random House before a book existed, turning a week on Richard Branson’s Necker Island into national press and six clients, and inviting industry leaders into his work with a generous ask.

Along the way, you’ll hear practical habits that keep a fast mind clear—Muay Thai, weekly thinking time, and broad reading—and simple ways to raise your kids’ EQ by bringing them into the room. If you’re ready to think like a CEO, this episode shows what it looks like: reframe setbacks, design systems, choose discomfort, and tell your story so opportunity can find you. If this sparked a new move for you, follow, share with a founder friend, and leave a quick review to help more leaders find the show.

In this podcast you will learn about:

• Defining elite success as comfort with actions and progress

• Delegating to weaknesses to remove bottlenecks

• Building momentum through daily iterations

• Perception and brand signals driving enterprise deals

• Mentors and transparency accelerating decisions

• Fear exposure through public speaking and outreach

• Hiring A-players over fixing underperformers

• Funding growth with recurring revenue discipline

Highlights:

0:00

Think Like A CEO Series Setup

0:44

Meet Richard Conway And Origin Story

2:42

Defining Elite Success And Balance

3:48

Delegation And Reframing Losses

6:06

Moving Countries And Building A Network

8:20

From $200 Startup To Perception

11:18

Momentum And Iteration In Growth

12:58

Becoming A CEO Through Systems

15:35

Mentors, Investors, And Transparency

17:18

Personal Trials And Showing Up

20:16

Fear, Public Speaking, And Reps

22:45

Calculated Risk And Learning Loops

25:04

Decision Fatigue And Gut Checks

27:12

Hiring Blind Spots And Safeguards

29:01

Double Down On Strengths

31:05

Paying For A-Players And Recurring Revenue

33:26

Varied Days And Parenting With Exposure

Interested in 1:1 Coaching?

If you were truly leading at the level your vision requires, what decision would you make this week?

I provide strategic coaching for high-performing financial advisors, service-based business owners, and leaders who want coaching that goes beyond accountability. I partner with you to execute on your vision and focus on what truly drives results: executive presence, leadership development, scaling, and prioritization.

The outcome: you realize your full potential, influence and inspire others, and lead a high-impact business that reflects your next-level goals.

To explore if coaching is the right fit, email me at meet@kristinburke.com to schedule a discovery call.

Connect with Kristin

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Goal Setting Success Course

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Connect with Richard

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About the Podcast

Elite Achievement
A leadership and execution podcast for financial advisors and firm leaders
Elite Achievement with Kristin Burke

You’re a financial advisor. Your calendar is booked with back-to-back client meetings. You have a vision to grow your firm. You’re not sure if you have the right team in place. You’re holding on to work you know you should be delegating. You want to spend more time doing complex planning and working with your best clients, but you’re still trying to deliver for every client in your book.

At the end of the day, you’re still the one driving the revenue.

Or…

You’re leading a team of financial advisors or a firm. You’re responsible for growth, but don’t produce the results yourself. They come through the people you recruit, develop, and retain. And many of them aren’t traditional employees, which means you’re leading as much through influence as you are through expectations and accountability.

Your calendar is full, but your time doesn’t always feel well spent. You start the day with a plan, and it quickly shifts as people come to you with questions, challenges, and decisions that need your input.

You’re constantly balancing competing priorities. Attracting and bringing in new talent. Launching and developing new financial advisors. Supporting career advisors as they continue to grow. Having difficult conversations when someone isn’t performing. Protecting the culture and keeping everyone aligned to the vision.

At the end of the day, you’re still accountable for the results.

Different roles. Same challenges.

How do you create clarity around your vision and get others aligned to it?

How do you focus on the right priorities when everything feels important?

How do you develop people and hold a high standard of performance?

How do you lead effectively while still driving results?

This is the work of Elite Achievement.

A leadership and execution podcast for financial advisors and firm leaders who are building and scaling a firm and being challenged to lead at a higher level as success becomes less about your individual effort and more about how you lead.

Kristin Burke brings over 20 years of industry experience and works closely with financial advisors and firm leaders as they build firms, develop people, and navigate the challenges that come with growth.

Elite Achievement is about setting a bold vision, executing consistently, and becoming the kind of leader capable of building a legacy.