In Episode 57 of The Incredible Machines podcast, hosts Jon Oliff and Luke Holden are joined by Graeme Stiles, founder, CEO and Chief AI Officer of Algorithm, for a conversation about confidence, entrepreneurship, agency growth, artificial intelligence and the changing future of performance marketing.
Graeme’s journey into digital marketing was not carefully mapped out. After struggling academically at university, he began working at Exclusive Books before moving into its early ecommerce division. That experience introduced him to digital, eventually leading him through web development, online gaming, SEO, and a five-year chapter at Quirk.
Those experiences ultimately gave Graeme the confidence to step away from being a specialist and build something of his own. He founded Algorithm from his bedroom, initially taking on everything from client work and sales to invoicing and administration while simultaneously preparing to become a father.
Whether you're an entrepreneur, agency leader, marketer or someone navigating the changing role of AI in business, this conversation offers practical insights on growth, leadership, expertise and building with intention, alongside a deeply personal look at the realities of entrepreneurship.
Key Highlights from Graeme Stiles in Episode 57
1. Back Yourself Before Everything Else
One of Graeme’s strongest reflections comes right at the beginning of the conversation when Jon asks what he would tell his younger self. Looking back, his advice is simple.
“Just back yourself, own it, and everything else builds on top of that.”
What makes his insight powerful is that success hasn't completely removed the self-doubt. Graeme openly admits that imposter syndrome still appears throughout his life. The difference is that he has learned to use some of that uncertainty as motivation rather than allowing it to prevent him from moving forward.
For entrepreneurs and leaders, confidence doesn't necessarily mean believing you have every answer. It can mean having enough conviction to take the next step regardless.
2. Scaling Without Losing What Made You Valuable
The episode centers on the challenge of agency growth. Graeme references the book Unreasonable Hospitality and the experience created by Eleven Madison Park. His takeaway is that customers might forget the individual details of a service, but they remember how the experience made them feel. He applies the same thinking to Algorithm.
“At what point do you start losing that core thing that made you what you are in the first place?”
It's a question relevant far beyond the agency industry. Growth creates efficiencies, capabilities and opportunities, but scaling without protecting what customers initially valued can leave a business larger without necessarily making it better.
3. AI Can Accelerate the Work, But Expertise Still Matters
As Chief AI Officer of Algorithm, Graeme has been working with automation, data and machine learning approaches for several years. For him, the arrival of accessible generative AI isn't a reason to abandon the fundamentals of performance marketing. Instead, it creates an opportunity to remove much of the repetitive work surrounding those fundamentals.
But that creates another problem. If AI gives you thirty different recommendations, which three will help the business move forward? That's where Graeme believes expertise continues to matter.
“The delivery of the work itself can be automated and done a lot with AI. What you’re missing is the strategic real piece that sits on top of that.”
He wants people to understand how to perform the work manually before allowing technology to automate it. Without foundational knowledge, AI can produce an answer without teaching the person whether that answer is the right one.
4. SEO Is Becoming Something Bigger
Graeme also explores how dramatic search behaviour has changed.
Traditional SEO largely meant optimising websites for Google. Today, customers can discover information through Google, ChatGPT, Gemini, Claude, TikTok, Reddit, social media platforms, and other digital environments.
That means brands can no longer think exclusively about ranking on a traditional search results page. Graeme refers to the emerging approach as social engine optimization.
Instead of asking only how a brand can rank on Google, the question becomes how that brand can appear wherever its audience naturally searches, discovers, researches and makes decisions. For performance marketers, the objective is increasingly about understanding the human being first and then building visibility across the channels that person actually uses.
Featured Quote
“Be 1% better every day.”
~ Graeme Stiles
“Prioritise and execute.”
~ Jocko Willink (one of Graeme Stiles favourite quotes)
🛠️ Advertising Campaign Mentioned
Marketing Case Study, Spotify Wrapped: 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.”
Marketing Case Study, Spotify Wrapped: https://support.spotify.com/td-en/article/spotify-wrapped/
Conclusion
Graeme Stiles’ story isn't one of following a perfectly planned career path. His journey has been shaped by opportunities, experimentation, mistakes, and the willingness to keep moving forward.
Whether you're building a business, leading through change or adapting to the opportunities and challenges of AI, Graeme's story is a reminder that sustainable growth comes from strong fundamentals, continuous learning, and the confidence to keep evolving.
Frequently Asked Questions:
Who is Graeme Stiles?
Graeme Stiles is the Founder, CEO and Chief AI Officer of Algorithm. His career spans ecommerce, web development, SEO, performance marketing and agency leadership. He founded Algorithm after working at Quirk and has since grown the company into an international performance marketing business.
What is Algortihm?
Algorithm is a performance marketing agency, specialising in areas including SEO, paid media, data, digital strategy and AI. They help brands use insight and technology to improve marketing performance. Algorithm has grown from a small South African operation into an international agency, with a strong focus on combining data, strategic thinking and automation to solve broader business problems rather than simply executing individual marketing tasks.
What is the Incredible Machines podcast?
The Incredible Machines podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and changemakers from across the continent.
Where can I listen to the full episode with Graeme Stiles?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcasts
🌐 Tim Africa Podcast Hub
👣 Relevant Links
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
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