In a compelling keynote during Sekurokon 2024, co-founder of Macquarie Technology Group Aidan Tudehope reflects on his remarkable 30-year journey alongside co-founder David Tudehope, guiding their startup from humble beginnings into a leading ASX top 200 company and a $2 billion valuation. As he recounts their rise from competing with telecom giants to becoming a significant industry player, Aidan shares five critical lessons they learned along the way, each one reflecting the core values and strategic choices that propelled their success.
Here’s a closer look at these powerful insights.
#1 Power of Purpose-Driven Culture
If you don't have a purpose, the risk is that you hit the first roadblock and you veer right.
For Aidan, purpose has been the compass that kept the company focused, especially in challenging markets that were both underserved and overcharged. Their mission wasn’t just about profits; it was about making a meaningful difference. Central to this was a set of core values that guided every decision: delivering personal accountable service, striving for impactful results, and prioritising collaboration. This clear sense of purpose fostered resilience and unity, enabling the company to weather the storms and thrive.
#2 Seeking Freedom within Boundaries
Scaling a business without losing its entrepreneurial spirit is no easy feat. Aidan explains how they accomplished this with a “freedom within boundaries” approach, giving business units autonomy within clearly defined guardrails. As the company grew, they faced typical founder challenges:
At 30 Employees
Stepping back from every decision becomes necessary.
At 100 Employees
Adding layers of management to support growth.
To retain the founder mentality whilst growing, Macquarie Technology Group is split into four distinct business groups, to lead each group with the mindset of a founder.
Despite this independence, underlying boundaries remain. Key areas like recruitment, values, principles, and governance are standardised to ensure alignment with their ASX-listed company standards. Performance is measured against the same three key metrics: customer satisfaction, growth, and profitability.
#3 The Art and Science of World-Class Customer Experience Delivery
“How do you stand out?” Aidan asks, using the metaphor of a cake to describe their layered approach to customer service.
This commitment to excellence is reinforced by Macquarie’s “Legends Program.” When team members receive ten consecutive 10-out-of-10 ratings from customers, they’re celebrated as “Legends.” Achieving this ten times within a year earns them “Legends of the Legends” status. These stories of customer satisfaction are shared across the company, allowing everyone to learn from standout moments in real-time.
#4 Noah’s Ark of Innovation
To stay ahead, Aidan believes in “disrupting what you just built.” Rather than looking to competitors for inspiration, which risks imitation, Aidan and his team draw insights from markets outside Australia. This “Noah’s Ark of Innovation” approach keeps them ahead by learning from diverse industries and regions, sparking ideas that set them apart in their own market.
#5 Zigging when Others Zag
For Aidan, innovation isn’t about taking risks at every turn. Instead, it’s about asking whether they’re simply mirroring competitors – and if so, exploring what’s possible by breaking away from convention. By questioning established norms and daring to forge their path, Aidan’s company stays nimble and unshackled, ready to seize new opportunities while others remain on familiar ground.
Watch the full keynote below:
