LOVR × THE MINDSHIFT LAB

Steve Morris, Founder, The Mindshift Lab

Steve Morris · Founder & Managing Director

Leaders create culture.
Culture drives behaviour.
Behaviour delivers results.

From arriving in Australia at twenty two with no corporate experience to becoming a Head of Department in seven years and achieving the highest sustained business E-NPS score, Steve's track record is the proof.

The Mindshift Lab exists to unlock the leader in everyone. Not just titles and status. People who show up, lift others, lead with purpose. Simple, practical tools that teams can actually apply. Honest, energetic, useful.

The work is already converting. Cory Wittleton lifted Unfit Running's eNPS by twenty two percent. Charlie Dainty at Titans Football Academy rebuilt the whole culture around clear values. Dan McOnie at Virgin Australia ran with Steve's structure and delivered the highest sustained team eNPS in the business.

The proof exists. The audience hearing about it does not.

Where The Mindshift Lab Sits Today

The product is sharp.
The signal is quiet.

Three named programs, four core values, three signed proof points. The work converts in the room. The room is the bottleneck.

The Offer Stack

The Everyday Leader Program One day · foundation

For leaders and aspiring leaders. Modern leadership essentials. Fun, simple, practical, implementable. The entry point that introduces the methodology.

The Elite Leader Program Two days · immersive

Values-driven leadership. Individual leadership styles. Intrinsic motivation. Communication structures. Performance management. Leading through change with empathy and accountability.

Team Development Tailored workshops

Trust, collaboration, bold ideas. Tailored to the business. Values, culture, leadership, strategy. Every session delivers impact, measured against the brief.

The Proof, Already In

+22%

"Steve has been a game-changer. He challenged us to think deeper about why we do what we do, which completely transformed how we communicate our purpose. His advice on team culture has helped lead us to at least a twenty two percent increase in eNPS."

Cory Wittleton Founder · Unfit Running

1+ yr

"From the moment Steve stepped in he completely transformed our team's culture. Helped us craft a powerful vision and mission statement that truly reflects who we are. Our staff are more aligned than ever. Steve has been an absolute game-changer for us."

Charlie Dainty Managing Director · Titans Football Academy

Highest

"Steve brings incredible passion and energy to developing team culture and boosting people engagement. He has a unique ability to connect with everyone from C-suite executives to front-line staff. We achieved the highest sustained team eNPS in the business."

Dan McOnie Safety Manager · Virgin Australia

The Australian Leadership Lane

There is room to occupy.
Steve is closer than the field thinks.

We mapped the Australian leadership coaching market across Instagram, LinkedIn, podcasts and the speaking circuit. Here is what the field actually looks like.

Direct Competitors, Same Positioning

Tribe & Purpose Culture transformation · B2B

Closest positioning match. Frameworks-based content on Instagram Reels. "Culture problems push back when challenged." Proves the format performs in this lane.

Michael King · CEO Coach High performance · provocative

Further along the personal brand journey. "Your culture is shifting from high-performance to high-tolerance." Confrontational hooks drive engagement.

Emma Doyle · Coach EM Corporate leadership training

Workshop behind-the-scenes content. Interactive and fun. Shows that real BTS from client sessions builds credibility better than studio content.

The Established Authorities

Jane Anderson Personal brand · award-winning

Books, awards, keynotes, full platform stack. The end state of a successful Australian leadership personal brand. Where Steve could be in two to three years with a deliberate build.

Bec Cosgrove B2B leadership · FT1000 focus

Data-driven culture content. "We asked FT1000 leaders how they kept culture." Proves that research-led content wins authority in this lane.

The Inner Chief Podcast · established audience

Leadership podcast for managers. Long-form interviews. Steve is a guest-appearance fit. The "everyday leader" frame plus eNPS receipts is exactly their content.

Steve's "arrived at twenty two with nothing, built a Head of Department career, broke an eNPS record" story is structurally identical to the breakout narratives in this category. The lane is not crowded. It is loud in the middle and quiet at the entry. The play is to enter loud and pull attention forward.

What's Working in This Lane · Format Intel

Forty percent of every
top piece is one person.
Talking to camera.

Pulled the top fifty leadership and team-culture pieces across TikTok and Instagram Reels over the last twelve months. Then mapped the patterns. Here is what the data says.

The Four Formats That Carry the Lane

40% Talking Head

Direct to camera. One idea. Sixty to ninety seconds. Real client stories beat motivational quotes every time. Steve already has the receipts.

25% Hot Take / Reframe

"Your team isn't lazy. Your culture is broken." Forces the viewer to take a side. Drives comments, shares, the comment section becomes the content.

20% Carousel / Framework

LinkedIn-first. "The five-step culture audit." Multi-slide swipe posts that the algorithm rewards with reach. Steve's process turns into IP.

15% Workshop BTS

Real footage from real sessions. "Here's what happened when this team defined their values." Proof in motion. Steve is already in the room.

Hook Architecture · What the Top Fifty Open With

Pattern Interrupt

First two words break the scroll. "Not every", "Here's why", "The truth", "Just a", "Most leaders". Steve's voice plus a contrarian opener is enough.

Specificity Beats Vague

Numbers win. "Seven rules", "Three pillars", "Twenty two percent eNPS lift". Steve's receipts already speak this language.

Contrast / Tension

"Training versus micromanaging", "Boss versus leader", "Liked versus respected". Binary framings force self-identification. People share to signal which side they're on.

Enemy Creation

"High performers threaten leadership more than slackers do." Gives the audience ammunition to passive-aggressively tag a boss. Tagged shares are the highest-quality distribution there is.

Authority Flex

Specific real-deal proof points beat celebrity quotes. Cory's twenty two percent lift outperforms a Simon Sinek quote on a per-follower basis. Use what's yours.

Platform Signal · Where Time Goes

Primary platform for B2B leadership coaching. Highest buyer concentration. Document and carousel posts get massive organic reach. Long-form text + image performs.

Instagram Reels

Brand awareness layer. Authority talking-head clips average two hundred K plus likes in this lane at the top end. Quote overlays still convert at scale.

TikTok

Reach amplifier. Same reels, no rework, cross-posted. Top creator in this category hit thirty nine million views on one piece.

YouTube Shorts

SEO and longevity layer. Long-form versions of talking-head content compound search traffic over months.

Australian Coaching & Consulting Ad Benchmarks

$15·25CPM · per thousand impressions

$1.50·3CPC · per click into landing

$15·40Cost per email lead

$80·200Cost per booked discovery call

Source: aggregated Meta ad performance data across Australian coaching, consulting, leadership development categories. Benchmarks vary by audience size, creative quality, and offer maturity. Used as planning input, not as guaranteed outcomes.

At one thousand five hundred dollars a month in spend, the planning expectation is forty to one hundred email leads and eight to twenty booked calls each month. Those are mid-range numbers. The work is to drive toward the upper end through creative discipline and audience targeting, not to promise the floor.

The Play

Steve films the substance.
LOVR shapes the distribution.

Steve already has the receipts, the methodology and the energy. He does not need a coach to teach him what to say. He needs the strategy that decides what gets said when, the creative that gives it the right wrapper, the campaigns that put it in front of the right people, and the reporting that closes the loop.

Steve

Records the content. Founder-led talking head Reels. Workshop BTS captured at real sessions. Long-form on LinkedIn. Carousels on Instagram. The substance only Steve can make.

LOVR

Direction, creative, campaign management, reporting. The studio behind the brand.

Cadence

Rolling monthly. Strategy locked in advance. Content shipped weekly. Performance reviewed every thirty days. Adjusted against what actually works.

The Strategy Stack

Four content pillars.
Five hook patterns.
One ninety-day shape.

The strategy is the part that does not get filmed. It is the framework that decides what Steve films, when it posts, where it lands, and what it asks the audience to do next.

A · The Four Content Pillars Steve Owns

Pillar 01 Frameworks & IP

Steve's actual methodology. The values audit. The eNPS playbook. The everyday leader frame. Carousels on LinkedIn, breakdown reels on Instagram. This is the content that compounds.

Pillar 02 Receipts & Stories

The Cory story. The Charlie story. The Virgin story. Real outcomes, real numbers, real names. Story-led talking heads. The proof that turns awareness into inquiry.

Pillar 03 Hot Takes & Reframes

The contrarian leadership opinions Steve already holds. "Most leaders confuse training with micromanaging." Drives shares, debate, comment threads. The reach engine.

Pillar 04 Workshop BTS

Captured in the room. Real client sessions with permission. Steve in motion. The proof of competence the audience cannot fake or doubt.

B · Hook Patterns We Will Test Across the Quarter

The Misdiagnosis

"You think you have a performance problem. You have a culture problem." Forces the viewer to question their own framing. Engagement is the comments.

The Receipt Open

"We just delivered a twenty two percent eNPS lift. Here's how." Lead with the number, then teach the play. Curiosity does the rest.

The Insider Reveal

"Here's what actually happens when a CEO calls me about culture." Behind-the-curtain framing. People stop scrolling for access they can't get elsewhere.

The Binary Choice

"Are you the boss or the leader?" One question, two boxes, forced self-identification. Pre-formatted for sharing.

The Quiet Truth

"Nobody quits a culture they own." Short, undeniable, ends the scroll. Save and share triggers fire together.

C · Posting Cadence By Platform

LinkedIn Primary · buyer platform

3 to 5 posts per week
Mix of carousel, long-form text, single reel
Comment-engage on twenty target accounts daily
Document posts on Mondays for max reach

Instagram Authority + brand

3 to 4 reels per week, 1 carousel per week
Reels Wed and Sun, carousel Sat
Stories daily, real-time workshop moments
Reach goal: ten thousand views per reel by month three

TikTok Reach amplifier

Cross-post every Instagram reel, no rework
Test one TikTok-native skit per fortnight
Lower production, raw energy
Reach is bonus, not the goal

YouTube Shorts Compounding asset

Cross-post talking-head reels
Optional long-form when interview shoots run
SEO-friendly titles for search compounding
Quarterly review for evergreen winners

D · Paid Acquisition Framework

Campaign Structure

Awareness layer · sixty percent of spend · value-first reels into cold audiences
Retargeting layer · twenty percent · testimonial and case study creative into warm viewers
Conversion layer · twenty percent · lead magnet ads into discovery call funnel

Targeting Stack

Cold: CEO, MD, Founder, HR Director, Head of People, L&D Manager job titles, ten to five hundred employee orgs
Cold: lookalikes from website visitors and Instagram engagers
Warm: video viewers at fifty percent watched, IG engagers last ninety days
Geo: Brisbane and QLD primary, AU national secondary

E · The Measurement Frame

Weekly Signal

Reach per post, save rate, share rate, comment depth. The signals that predict what scales.

Monthly Outcome

Email leads captured, discovery calls booked, cost per booked call. The numbers tied to revenue.

Quarterly Compound

Follower growth, repeat impressions per buyer, share of voice against the named competitors. The brand momentum signals.

What We Stop Doing

If a format underperforms three weeks running, we cut it. No defending a pillar that isn't earning attention.

The Work We Run For You

Four streams.
One monthly partnership.

01 Strategic Content Direction

Monthly content plan tied to where the business needs to grow. Hook frameworks, content pillars, the calendar that decides what Steve films each week. Built from market signal, not opinion.

OutputMonthly strategy doc, weekly direction briefs, hook bank.

02 Design & Creatives

The visual layer. Carousels, post graphics, captions, hook overlays, reel covers, story graphics. Built so Steve's content lands consistently on-brand without him touching design.

OutputWeekly creative drops, every platform Steve posts to.

03 Meta Ad Creative

The paid distribution layer. Hook variants, format variants, audience-specific cuts built from Steve's own content. Designed to convert into discovery calls and program inquiries.

OutputRefreshed creative every month, A/B variants ready to run.

04 Activation & Reporting

Campaigns set up, audiences built, spend optimised, performance reviewed. Monthly report covering what landed, what scaled, what the next month adjusts toward.

OutputLive campaigns, monthly performance review, next-month direction.

Monthly Cadence

What happens.
Every month.

Rolling shape. Predictable rhythm. Steve knows what is required of him on which week. LOVR knows what is shipping when.

Week 1

Monthly strategy lock. Content pillars confirmed against last month's performance. Hook bank refreshed. Steve briefed on the four to six pieces to film for the month ahead.

Week 2

Steve films. LOVR delivers the first batch of creative: post graphics, carousel slides, reel covers, captions. Posting starts. Ad creative first-pass delivered for the upcoming campaign window.

Week 3

Ad campaigns live. Audience targeting in market. Content cadence sustained. Mid-month engagement signals reviewed and creative adjusted if a piece is over- or under-performing.

Week 4

Performance review delivered. What landed, what scaled, where the audience leaned in. Next month's direction drafted from the data. Optional strategy call with Steve to align before the lock.

Investment

Two ways
to run it.

Both options exclude paid ad spend. Ad spend sits with you, scoped against the campaigns we run together, and we advise on budget allocation each month.

Option A

Standard

The core monthly partnership. Strategy, creative, ad creative, activation, reporting.

Monthly strategy lock with content pillar refresh
Weekly creative drops · post graphics, carousels, reel covers, captions
Monthly Meta ad creative with hook and format variants
Audience build and ongoing targeting management
Campaign setup, optimisation, weekly spend review
Monthly performance report and next-month direction
One LOVR account lead, one direct line for everything

$3,000 + GST

Per month, rolling Excludes ad spend · quoted monthly

Recommended Option B

Premium

Standard plus founder content series, mini interview shoot, and direct strategy with Sav each month.

Everything in Standard
Mini interview shoot · quarterly, captured on location
Founder content series · long-form pieces from interview footage
Monthly direct strategy call with Sav, sixty minutes
Deeper performance optimisation · A/B testing across audiences, formats, hooks
Priority creative turnaround · forty-eight hour on standard requests
Same single LOVR account lead and direct line

$4,200 + GST

Per month, rolling Excludes ad spend · quoted monthly

Terms

Fees exclude GST. Paid ad spend is client-managed and sits outside the engagement fee. We advise on monthly budget allocation. Month-to-month rolling agreement, either side can give thirty days notice. First invoice issued prior to commencement. Subsequent invoices monthly in advance.

What Is Not In Scope

Booking the Meta or LinkedIn ad platform subscriptions themselves. Long-form video production beyond the interview shoot in Premium. Website rebuilds or design system overhauls. Public relations placement. Email service provider subscriptions.

Make shift happen.