Where Does Business Growth Really Begin?
What if growing your business wasn't about doing more marketing, but getting better at noticing what people already want from you?
Andrew & Pete have built a thriving business, a loyal global community and one of Europe's biggest marketing conferences, Atomicon, not by following a perfect plan, but by experimenting, listening closely to what people responded to and having the courage to act on what they discovered.
In this episode, we unpack some of the decisions that changed the trajectory of their business: why a great offer matters more than clever marketing, how their famous “cheeky ask” opened unexpected doors, why they measure content by reaction rather than consistency, and how building a community rather than simply an audience created powerful momentum.
You'll also hear why asking before you feel ready can accelerate your business growth, how leading with value creates bigger opportunities, and why continuing to market when business is going well is essential if you want to escape the feast-or-famine cycle.
It's a wonderfully practical conversation about what sustainable business growth really looks like when you stop trying to follow the rules and start paying closer attention to what works — for your audience, your business and you.
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“You don’t get opportunities by waiting to feel worthy. You get worthy by stepping into the opportunity and asking.” — Pete Gartland
From zero to momentum, without a master plan
Andrew and Pete didn’t start with funding, investors, or a grand blueprint.
They started with skills, curiosity and a willingness to experiment.
Over time, their business evolved from web design to marketing consultancy, then into a community-led brand that now includes coaching, content, and a flagship conference. What’s important here is not the pivot itself, but how those pivots happened:
- They paid attention to demand.
- They listened to their community, and
- They waited until people were asking for more.
The Atomicon event was not a leap of ego. It was a response to signals that were already there in their community.
That distinction matters, especially for introverted business owners who want growth to feel aligned, not forced.
When the right offer changes everything
One of the most valuable insights Andrew and Pete shared was this:
Even great marketing cannot compensate for an unclear or underwhelming offer.
When Atomicon tickets went on sale, the response surprised even them. Not because the promotion was clever, but because the offer landed exactly where it needed to.
It was relevant.
It was clear, and
It was wanted.
That moment became a turning point, not just for their event, but for how they evaluated everything else in their business.
If people hesitate, it is rarely about your confidence or your visibility. Often, it is simply that the offer needs refining.
This is where Value Whispering really comes to life. When your offer is right, you do not need to persuade. People feel it.
“If your content isn’t getting a reaction, it’s not working yet and it won’t ever work unless you change it.” — Andrew Pickering
The cheeky ask, done properly
The idea of the ‘cheeky ask’ is a concept that Andrew and Pete have used to help grow their business, and it runs through this entire conversation.
But to be clear, the ‘cheeky ask’ is not about entitlement or persistence at any cost. But about intentional courage, backed by real value.
They shared how early growth came from asking boldly and getting creative, while always leading with value and contribution. Instead of pitching themselves, they looked for ways to help the other person win first.
That mindset opened doors to podcasts, stages, partnerships and long-term relationships with ‘big dominoes’ that might otherwise have been out of reach for a young business like theirs.
The lesson here is subtle but powerful.
When your ask is rooted in understanding what the other person genuinely wants, it stops feeling awkward and starts feeling helpful and collaborative.
Content that resonates instead of just filling space
We also talked about content, and the pressure many business owners feel to “be everywhere” and perform.
Andrew and Pete are refreshingly honest about this.
Consistency alone is not enough.
Repurposing alone is not enough, and,
Posting more does not automatically mean better results.
What actually matters is reaction.
If your content creates no response, it is not yet doing its job. The goal is not perfection, but improvement. Experiment, notice what lands, refine and repeat.
When content resonates, it carries your message further than effort ever could.
Building something that feels bigger than you
One of the reasons Atomic has grown so sustainably is because it was never designed to revolve around two people.
Creating a community was intentional from the start.
Not an audience that watches passively, but a network that connects, supports and grows together. This has made their marketing easier and business growth feel purposeful and collaborative.
This can be a powerful strategy for introverted founders, helping them avoid the need to be in the spotlight, and help manage their energy.
A quiet truth about sustainable growth
Towards the end of our conversation, Andrew and Pete touched on something many business owners struggle with: being consistent with their marketing, and not stopping when things get busy.
It feels logical to stop marketing when you have enough clients, but in reality it creates a stop-start cycle that keeps growth fragile and stressful. It’s far more effective to build sustainable momentum by continuing to connect, sell, refine and invite, even when things are working well.
Growth does not require constant hustle. But it does require staying visible to the right people over time.
A final thought to reflect on
Where in your business are you holding back because you’re waiting to feel more ready, more confident or more established?
And what might shift if you trusted that clarity, value and a thoughtful ask could take you further than playing small ever will?
About Andrew & Pete
Andrew and Pete are business partners, marketing strategists, and co-founders of Atomic, a global community and education platform dedicated to helping small business owners grow profitable, lifestyle-focused companies without corporate burnout. They met at university and started their first business together before graduating — and have been building and scaling ventures ever since, without ever having traditional jobs.
What began as a web design and branding agency evolved into a marketing consultancy, membership community, coaching programs, and the large-scale Atomic On conference, now attracting thousands of entrepreneurs. Through their work, they focus on helping business owners dream bigger, productize their expertise, and grow with clarity, confidence, and smart marketing.
Connect with Andrew & Pete
Get your ticket for AtomIcon '27
About Your Host
Melitta Campbell is the creator of the Value Whispering® methodology, a 3x bestselling author and an award-winning business strategist who has spent more than 30 years helping organisations, leaders and service-based experts communicate their value with greater clarity and confidence.
Through her books, keynote talks, coaching and this podcast, Melitta challenges conventional marketing wisdom and helps experts become the obvious choice through smarter—not louder—marketing.
Her work is built on one simple belief: people don't choose the loudest expert. They choose the one whose value they understand best.
Learn more about working with Melitta here
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Get the exact steps to building a PROFITABLE and MEANINGFUL business that lasts!
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6 Steps to More Dream Clients
Get the exact steps to building a PROFITABLE and MEANINGFUL business that lasts!
Get your 6-steps guide Now!