Welcome to Episode 57 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Graeme Stiles, the founder, CEO and Chief AI Officer of Algorithm, to unpack a journey that started with uncertainty and self-doubt and eventually led to building a global performance marketing agency.
The conversation explores what happens when a technical specialist becomes a business owner. Graeme shares the realities of starting Algorithm from a bedroom while preparing to become a father, learning to sell, building a team, expanding internationally and navigating the increasingly complex challenges that come with scaling beyond a founder led business.
AI also takes centre stage. He explains why automation does not necessarily remove the need for expertise, how Algorithm is approaching AI internally, why junior talent still needs to master the fundamentals and what happens when people begin outsourcing their thinking to technology.
This episode gives an insight about confidence, leadership, performance marketing, AI, entrepreneurship and the importance of knowing when technology should accelerate your thinking rather than replace it.
⏱ Timestamped Overview
00:80 – Introduction to Graeme Stiles and what he would tell his younger self.
09:12: Working at Exclusive Books and accidentally entering digital marketing
17:27: Joining Quirk, learning agency life and moving beyond the quiet specialist role
26:24: Starting Algorithm from home and learning how to sell, invoice and run a business
31:10: The role of luck, hard work and creating opportunities for young talent
40:57: Military history, discipline, structure and the influence of Graeme's father
49:10: Growing Algorithm, building a UK presence and expanding internationally
58:23: Unreasonable Hospitality and the challenge of scaling without losing what makes a business special
01:00:16: Algorithm's early AI foundations and why automation does not replace strategy
01:07:30: How Google changed access to information and how AI is changing analysis
01:15:15: Why Algorithm requires people to master the fundamentals before using its AI tools
01:21:25: The 1 percent better philosophy and the power of compounding improvement
01:24:09: Why AI means business growth no longer necessarily means growing headcount
01:29:20: Moving beyond traditional SEO and the evolution of organic discovery
01:33:20: Entrepreneurship, becoming a father and the hidden personal cost of building a business
01:42:27: Burnout, openness, asking for help and challenging the glorification of entrepreneurship
💬 Quote of the Episode
“Service is one of my core values, and I do that because I get more from it than I think.” – Graeme Stiles
"Prioritise and execute" Jocko Willink (one of Graeme Stiles’ favourite quotes).
🧠 Related Campaign Example
Spotify Wrapped Concept: Graeme states why he chose this case study: “Chosen because the data is the creative. Principles: data is the creative; the audience is the media buy; AI belongs in the underlying product, not the interpretation; retention dressed as acquisition; not replicable without the data density.”
Spotify Wrapped Concept: https://support.spotify.com/td-en/article/spotify-wrapped/
👣 Relevant Links & Mentions
Graeme Stiles’ LinkedIn: https://www.linkedin.com/in/graemestiles/
Algorithm Website: https://www.algorithm.agency/
Algortihm LinkedIn: https://www.linkedin.com/company/algorithm-agency/
Algorithm Facebook: https://www.facebook.com/algorithmagency
Algorithm Instagram: https://www.instagram.com/algorithmagencyglobal
🌐 Connect with Tim Africa
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📘 Facebook: https://www.facebook.com/timdotafrica
🎬 TikTok: https://www.tiktok.com/@tim.africa_
Podcast Page: https://www.pod.tim.africa
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