INTERVIEW 2:
GAVIN MALE

For our second interview in the series, we travelled over the Tasman to interview Gavin Male in Auckland.  Gavin is a man of many talents including running S.L.I.C.E Digital and Broadband Compare New Zealand and spent 5 minutes answering our questions

1.Tell us your story …

I’m the founder and Managing Director of Slice Digital as well as Broadband Compare, which is a New Zealand broadband comparison website.  This has been running for 7 months now and is proving quite successful.

2.The Interpreters spend a lot of time trying to understand client customers, segments within the market and people. Thinking about Broadband Compare, how do you go about understanding what Kiwis think and feel about their Internet and which audience to target?

We’re still identifying our target audience at the moment.  If you think about Broadband Compare, we want anyone who is thinking about switching their Internet.  It can be as broad as any household that has a broadband connection or could be as narrow as the systematic switcher.  This is where we work with companies like The Interpreters because while we know the market extraordinarily well, the products that sit within, and which are the best products on offer – we don’t have that customer understanding.  We know there’s an appetite to get the better deal and our numbers show that, but the next phase for us is focusing on the core audience.

3.We do a lot of problem solving at The Interpreters so we’re interested in how other people solve problems. How do you solve problems?

I throw money at them.  Pay for expertise.  One of the things that as a business owner you learn quickly and often with difficulty, is that you can’t do everything; there are people in the world who can do it better than you can, and the stress and turmoil of trying to solve problems that aren’t in your skillset, far outweigh the cost of getting someone else to do it.

4.Interpretation is subjective but a key part of our analysis. We’re always interested in the ways other people might interpret key trends or things of interest from their specialism. So how do you interpret the rise of Donald Trump?

As a vote against the establishment.  I don’t think people necessarily wanted Trump but they didn’t want the status quo and he was the most viable alternative.  It’s something different.  It’s change.  And Hillary was too entrenched with politics, too much business as usual.  People can only put up with the status quo for so long – look at Broadband Compare – doing exactly the same thing – recognizing that if you present a better offer and it’s at least viable, like Trump, you can wake people out of their consciousness.  We’re delivering fast broadband which is far better and more liked than Trump is but it’s the same principle.

5. Thank you for taking part in 5 in Five – the last question comes with a gift as an appreciation of your time. Because we firmly believe that Information is Beautiful, we would like to give you a copy of Information is Beautiful, ‘a stunning visual journey through the most revealing trends, fascinating facts and vital statistics of the modern world’.  In the last minute, and because first impressions matter, have a scan through and for the 5th question, tell us which visualisation caught your attention and why.

It was the subject that caught my attention before the visualization – ‘Excuse Us: Reasons for Divorce’.  It’s interesting that you can quickly see what the story is and then you read further into it.

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