Getting to the Heart of Business

“It’s All About How the Customer Feels” - Josh Nicholls - from Solo Sparky, to National CEO - Ep 6

February 28, 2021

When we turned up to interview Josh Nicholls at Platinum Electricians HQ, it felt like we were stepping into a trendy Silicon Valley tech-startup.

It’s full of bright, ultra-modern décor; there’s inspirational slogans on the walls, and a buzz of motivation in the room.  It’s a long way from Josh’s days as a young apprentice electrician, facing up to workplace bullying. He now heads up around 300 employees with franchises around Australia, and having a happy and thriving workplace culture is one of his highest values.

In our interview he shares some of the keys to his success - as well as his biggest challenges, how he survived COVID-19, and what’s kept him going strong for close to 20 years.

James and Jess then explore some of Platinum’s marketing strategies – like their 21-Point Customer Experience checklist – and share tips on finding your own USP.



04:07 – Leaving school at 15, Josh’s electrical career got off to a rough start - in an apprenticeship where bullying was common. But the experience had a silver lining.

06:15 – Josh’s first day as a business owner – “I’ll never forget the new car smell”.

08:05 – Growing as a business leader - “I learnt to leverage off others”.

12:35 – The difference between Leadership and Management.

17:17 – To grow a business you need to have humility and hand responsibilities over to others.

19:11 – Josh explains his “wow” principle: wowing his customers with “Crazy Customer Service”

21:53 – Establishing your business’s Culture and Values.

25:46 – For Josh and his wife their “Why” is to be a blessing to others, through a charitable Foundation.

28:30 – “The first million is hardest” – Josh explains why.

30:18 – Josh's toughest times in business, and how he navigated Covid-19.

33:54 – Work life balance – how Josh achieves it.

41:46 – James and Jess discuss how to develop a USP in your business.



  • 'The E Myth – Why Most Businesses Don’t Work and What to Do About It' – by Michael Gerber
  • 'Start With Why: How Great Leaders Inspire Everyone to Take Action' - by Simon Sinek.
  • 'Delivering Happiness: A Path to Profits, Passion and Purpose' – by Tony Hsieh



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