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#133

In this episode of Sweat Capital, we sit down with Lulu Ghattas, the person helping power the marketing machine behind one of Sydney’s fastest-growing startups, Kinso. Lulu’s career arc is anything but traditional. Before YouthForce and Kinso, she stacked early reps in elite rooms – Moët Hennessy campaigns, startup ecosystems like Startmate and Blackbird’s Giants program - learning how world-class brands think about attention, distribution, andpositioning. At Kinso, she plays a central role in building a marketing engine that has gone genuinely viral among young Australians. We unpack what most companies misunderstand about social, why distribution is everything, and how internet-native tone beats over-polished corporate messaging. We also dive deep into:  How to build a personal brand while still at universityWhere personal brand ends and company brand beginsWhat makes a great cold outreachWhy early-career reps inside elite ecosystems compound This episode is a masterclass in attention, leverage, and building in public –  and a blueprint for young professionals who want to create opportunity instead of waiting for it. *** This episode was recorded on 4 February 2026. We'll see you in the next one, Keep playing the long game.