In this episode of Lead On Purpose, I sit down with Elise Balsillie from Thryv to unpack what small and medium businesses can do to keep up with the pace of AI, automation, and digital change, without losing their culture, their margins, or their sanity.

What we cover:

How Thryv runs a fully remote team of around 400 people across Australia and New Zealand, and the culture systems that make it work
Why remote can improve both productivity and customer service, including flexible hours that fit real small business life
How to get back to your zone of genius by automating admin, bookings, reminders, reviews, and overdue invoice follow ups
The new visibility game for small businesses: being found in AI search, why directories still matter, and how to write in natural language
Why customer data wins, how to segment properly, and how a CRM helps you sell with less pressure and more relationship built in

If you’re a small business owner feeling stretched by marketing, emails, and endless admin, this conversation will help you simplify your systems, free up your time, and build a business that performs without costing you your wellbeing and relationships.

Learn more about Thryv here: https://www.thryv.com
Connect with Elise on LinkedIn here: https://www.linkedin.com/in/elise-balsillie-8aa1a892/?originalSubdomain=au
If you’re interested in having me deliver a keynote or workshop for your team contact Caroline at caroline@jjlaughlin.com

Website: https://www.jjlaughlin.com YouTube: https://www.youtube.com/channel/UC6GETJbxpgulYcYc6QAKLHA Facebook: https://www.facebook.com/JamesLaughlinOfficial Instagram: https://www.instagram.com/jameslaughlinofficial/ Apple Podcast: https://podcasts.apple.com/nz/podcast/life-on-purpose-with-james-laughlin/id1547874035 Spotify: https://open.spotify.com/show/3WBElxcvhCHtJWBac3nOlF?si=hotcGzHVRACeAx4GvybVOQ LinkedIn: https://www.linkedin.com/in/jameslaughlincoaching/

James Laughlin is a High Performance Leadership Coach, Former 7-Time World Champion, Host of the Lead On Purpose Podcast and an Executive Coach to high performers and leaders. James is based in Christchurch, New Zealand.

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Join me at the 2026 Goal-setting Workshop here - jjlaughlin.com/2026goals

- If you're interested in booking me for a keynote or workshop, contact Caroline at caroline@jjlaughlin.com

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