Freedom, Finances and Funnels: Adrian Stewart on Designing a Business (and Life) You Actually Want
In a recent conversation, Tristan Wright sat down with Adrian J. Stewart, co-founder of Scale Messaging, to unpack his unconventional path into entrepreneurship and the lessons he’s learned scaling a successful conversion rate optimisation (CRO) agency.
From Berlin Freelancer to CRO Agency Co-Founder
Adrian’s entrepreneurial journey began in Berlin, where he jumped into freelancing after reading The 4-Hour Work Week. With no fixed plan and an unexpected job loss when his agency went bankrupt, he experimented with email marketing, strategy projects, and eventually copywriting. This early period taught him resourcefulness, adaptability, and the reality of earning a living as a solo operator.
After returning to Australia, Adrian landed a role at Step Change through a bold, creative application a rap video which set him on a path of deep strategic and messaging work. But the desire for independence never left, eventually leading him to co-found Scale Messaging, a CRO agency helping direct-to-consumer brands lift conversions through evidence-driven messaging and A/B testing.
Building Systems, Financial Discipline, and Global Teams
Adrian admits he was once a “flowy creative” with little structure. A pivotal moment came when he implemented weekly financial rituals—reviewing spending, invoices, and forecasting cash flow. This practice eliminated surprises and became a cornerstone of how he runs his business today.
Scale Messaging now operates as a global, remote team across multiple time zones. Interestingly, they’ve built a system that requires almost no meetings, relying instead on tools like Google Chat and Asana. This setup not only supports efficiency but also empowers team members who prefer asynchronous work.
Lifestyle Freedom and the Value of Intentional Business Design
A recurring theme in Adrian’s story is freedom—the freedom to choose responsibilities, shape his lifestyle, and work from anywhere. His move from Perth to Latin America stemmed from this desire for growth and exploration.Rather than chasing rapid scale, Adrian prioritises building a sustainable business that supports his creative interests, travel, and personal well-being. His journey underscores a key lesson for modern entrepreneurs: design the business around the life you want—not the other way around.
