Alex Morrison is the founder of Integral Media. Integral Media create value and give a great customer experience by building lasting relationships. Integral Media look to work with businesses that share this view and need help with digital marketing.
As the business grows Alex understands his role and that of the team is changing. As a result, Integral Media are implementing EOS (the Entrepreneurial Operating System). Through this process Alex has learnt to ‘let go of the vine’ and also build a team that can now work through challenges in a systematic way. Through this process the team can now move past identifying and discussing problems to solving them with speed.
Transcript
Murray Smith: Alex Morrison from Integral Media, welcome to Gripping Business Tales.
Alex Morrison: Hi, Murray. Nice to speak with you.
Murray: Great to have you on. As with all our episodes, we start with two quick questions. What’s one personal success and one professional success you’ve had recently?
Alex: Personally, after a tough 2020, I’ve been on a real health kick. So far, I’ve lost 14 kilos, cut out alcohol and sugar, and focused on mental and physical wellbeing. That’s been a big win.
Professionally, it’s been watching my team step up. Seeing them take on responsibility and grow has been really rewarding.
Murray: That’s fantastic. Let’s talk more about Integral Media. What do you do, and how do you do it?
Alex: We help businesses grow through digital marketing—mostly via websites, Google Ads and SEO. But more than that, our mission is to bring transparency and accountability to an industry that’s had its share of shady operators. That’s why I called it “Integral” Media—we want to build long-term, trust-based relationships.
Murray: You mentioned earlier that part of your motivation was to do things differently. Can you unpack that?
Alex: Sure. Digital marketing can be lucrative, but that’s attracted some “cowboys”—people who take money without delivering real value. I saw business owners struggling with that. They’re just trying to grow their business, provide for their family, and create jobs. I wanted to support that journey, not take advantage of it.
Murray: So how do you demonstrate that transparency and accountability in practical terms?
Alex: Every month, we provide detailed work reports. They show exactly what we’ve done, why we’ve done it, and the strategy going forward. That level of visibility builds trust. It’s not just about sending a report—it creates a platform for meaningful conversations about their business and goals.
Murray: That makes sense. Education seems to be a big part of your service.
Alex: Absolutely. Helping clients understand what we’re doing empowers them to make better decisions. That education is as valuable as the service itself.
Murray: You’ve also mentioned how much you value team growth. What’s your approach to building a great team culture?
Alex: First and foremost—hire the right people. People who want to be here, who are engaged. Then we give them flexibility: we’re not rigid about 9–5. Get the job done in a way that fits your life. We combine that with accountability—project management tools, quarterly KPIs, and regular reviews.
Murray: How do the KPIs work in your business?
Alex: It’s a positive process. Staff rate themselves—we go through it together. It opens up conversations about performance, career development, and how the company can improve too. It fosters the behaviours we want to see.
Murray: That takes real trust. And it sounds like you’ve put a lot of thought into how to lead. Have you always led that way?
Alex: It’s been a learning process. I’ve made mistakes. But I’ve learned that if you build a culture where people feel safe to speak up, to experiment, to ask questions—it leads to better outcomes. We’re not perfect, but we’re human, and that’s part of the journey.
Murray: Let’s talk about EOS. How did that come onto your radar?
Alex: During the pandemic, we lost 40% of our revenue in two weeks. It was brutal. Around that time, I got a message on LinkedIn from David, our EOS Implementer. He wasn’t selling—he just offered value and sent me a copy of Traction.
One line really stuck with me: “Let go of the vine.” It helped me see that the business and I are separate things. That was the start of real change.
Murray: What did EOS help you do that you couldn’t do before?
Alex: It made us far more sophisticated. For me personally, it helped me delegate more and hold myself accountable. I now have targets for the business—and for myself. It’s easy as a founder to drift without those.
We implemented a proper accountability chart. Now, when something goes wrong, the team has a process: try to fix it, escalate if needed—not everything comes to me anymore. That’s freed up a lot of my time and headspace.
Murray: What about solving problems—has that changed?
Alex: Massively. Before, we were good at spotting issues and talking about them—but not solving them. Now, we have time each week to identify issues, dig into them, and actually fix them.
For example, when Melbourne went back into lockdown, it hit us hard. But one of the team said, “Hey, the rest of the country’s still open.” That prompted us to pivot our focus interstate. It turned a negative into a positive, which really lifted morale.
Murray: That’s a great example of how structure gives you space to think differently. What advice would you give to other business owners, EOS or not?
Alex: Ask yourself: What do I want in the next 2–5 years, and how am I going to get there? Then start putting the steps in place now. Whether that’s EOS or something else—just get clarity and build a plan.
Murray: Brilliant. And if someone wants to get in touch with you?
Alex: Head to integralmedia.com.au, or just give us a call. We’ll do some research into your industry, then book a time to talk through what you’re trying to achieve and how we might help.
Murray: Alex, thanks so much for sharing your journey. I really appreciate your honesty and clarity, and I know our listeners will too.
Alex: Thanks, Murray. Appreciate the chat.
“Whilst we might have been good at finding issues and discussing those issues previously, it was the solving part that was missing.”