From Small Town to Big Win: The Phil Robinson Story

What happens when you trust your instincts, plant both feet in a place most overlook, and decide to make things work on your own terms? 

In this episode of The Growth Equation, I get deep into it with Phil Robinson, founder of Back 9  Creative, who’s proven that the world’s “fringes” are exactly where you can shape your biggest wins.

From day one, Phil’s journey has been more story than strategy: an old rugby jersey number becomes the spark for a future brand, and that local pride is the through-line for every bold move that came after. We talk about going from part-timer to all-in, taking on wild swings in team size, and learning the hard way that sometimes it’s not about having more people—it’s about having the right people.

Phil doesn’t sugar-coat it; he’s honest about sleepless nights, cash flow stress, and how easy it is to get caught in the trap of saying yes to everything. You’ll hear why he ditched services (and even staff), the impact of narrowing his focus, and what it’s taken to bring new technology and remote talent into a small-town business. His view? Every player—person, process, or even your website—needs to justify its place on the field.

In this episode, Phil discusses: 

✅ The power of backing yourself, especially when conventional wisdom tells you to move on or “think bigger.”

✅ Why a clear sense of purpose (and a nod to your roots) can fuel tougher, smarter business decisions.

✅ The real lesson in narrowing your service offering: depth beats breadth, every time.

✅ How the leap to remote talent and the rise of AI aren’t just “big city” moves—they’re game-changers for regional businesses.

✅ The real cost (and reward) of sticking to your guns during tough times—in cash, in culture, and in clarity.

If you’re running a business outside the city limits—or just questioning whether the status quo is serving you—you’ll find practical advice, genuine stories, and a fair bit of reassurance that there’s more than one way to build something remarkable. 

Phil’s got tools, books, and a few unfiltered truths to share, making this chat a must-listen for founders, freelancers, and anyone chasing honest progress.

Catch the full story and let us know what gutsy decision you’re ready to back next—because, as Phil proves, it doesn’t matter where you start. It matters that you start.

Connect with Phil Robinson:

Website: https://www.Back9.co.nz/team/phil-robinson/
LinkedIn: https://www.linkedin.com/in/phil-robinson-189b5736/?originalSubdomain=nz 

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