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Matt Jones — How To Stand Out In A Saturated Market

40 minutes

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From saturated market to Australia's favourite gin brand

When Matt Jones and his two other co-founders, Stuart and Cameron, started Four Pillars Gin 8 years ago, there was no gap in the gin market in Australia. There was no overwhelming desire from Aussies for a new gin brand, yet, they were not only able to break into the market and win multiple international gin awards, but they also quickly became one of Australia's favourite gin brands with a strong community backing the Four Pillars brand.

What were the business and brand strategies Matt and the Four Pillars team used to create a brand that mattered to people, connected with them, and elevated their product above competitors? This episode of The Make It Happen Show covers all of that and more. Everything from why they went direct to consumer, to connecting purpose to every customer touchpoint, and even to their creative process in creating experiences that stay in people's heads.

This is an unmissable episode for those who want to create a business and brand that people love. Check it out now.


Questions asked in this episode:

  • 1:37 - Introducing Matt Jones
  • 2:10 - You're the brains behind the brand of Four Pillars Gin and you've helped make it Australia's favourite gin. What are some of the secrets to making that happen?
  • 5:09 - How have you built that brand story behind Four Pillars? What are the big building blocks you used to build your way up?
  • 11:26 - Your specialty gins have been a part of Four Pillars for a long time. Where did that idea come from?
  • 19:04 - You could be doing anything, but you honed in on a specialty and you've come out the other side with all the opportunities from that central point. That's why you've been so creative?
  • 25:16 - You've got great experiences around your product - like great packaging, but what else do you do to enhance the experience of people interacting with Four Pillars?
  • 32:17 - Make It Happen In A Minute
Matt Jones joins The Make It Happen Show

"It doesn't matter how good your product is if you do not treat that product as if it's as good as you know it to be."

— Matt Jones

In this episode, you will learn:

  • How Four Pillars broke into the gin industry despite a lack of a gap in the market
  • What the Four Pillars founders did to create the world's best gin
  • Why starting with direct to consumer can be beneficial for your business long-term
  • Understanding how brands can really matter to people
  • Why purpose is so important to literally everything you do and how it can elevate your brand and product above competitors'
  • The opportunities that open up when you open up your creative solution process to the world
  • Why you need to think about your customer's experience from every single touchpoint
  • And more!




Great insight for business owners and super practical takeaways!

Bruce Casanovic

Amazing guests, great insights into their journey and what has helped make their businesses successful. Great to hear how some of the guests have navigated challenge as well. Loads of good practice takeaways.

Perfect for the Monday commute


Great to listen to on the commute to work on Monday mornings. Great content, well delivered and plenty of insights from industry leaders in a variety of fields. Good to see the entourage getting out there with a podcast series

Top-shelf guests. Top-shelf conversations.


This is so awesome, so helpful, and so fresh. Right from the get-go, the team at The Entourage have brought out the big names in the Aussie entrepreneur and business space to have conversations that every business owner should listen to. I can't wait to see who they bring on next.

Amazing guests


Loved the episode with Tim Fung, Airtasker CEO! You guys are getting some awesome guests in! Thank you!

Entourage on point again!

Adz Rodger

Great content again from The Entourage! Particularly like the 1st episode and the points Tim Fung made about making sure you make time to map out the future and don't get stuck on day to day 'work', as well as the observation that you really need to be strategic about your people management and not just try to save money. Two awesome take homes I have already taken action on!

For entrepreneurs and non-trepeneurs alike


Well this was one of the best things I’ve heard in a while. I’m by no means the target demographic, having zero business or entrepreneurial experience at all. Luckily the advice given for business growth and success is remarkably applicable to personal growth and success. Loved the conversational style, by the end of the podcast I felt like I knew both Tims personally, which is a great mark of engagement. And I loved hearing about the humble beginnings of Airtasker from the founder himself. Give this a listen if you’re craving a bit of personal or professional inspiration.


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