As a part of our series showcasing inspiring women making a significant impact with their innovative ideas, we had the pleasure of speaking with Adriana Brusi.
Adriana Brusi is a pioneering entrepreneur and the visionary behind Crowds Now, a platform that is revolutionizing how businesses connect with their target audiences. Born in Hong Kong, Adriana showed exceptional drive from a young age, achieving a spot on the Asia Pacific swimming team at 12 and becoming the youngest director in Hong Kong at 16. She has held senior management positions in the hotel industry with Ramada, Mirvac, and Accor. Additionally, she has launched her own restaurants and founded Event Negotiators, where she brought high-profile names like Sir Richard Branson and Goldie Hawn to Australia.
As a single mother of two, Adriana brings her passion for human connection and resilience to Crowds Now, where she empowers individuals to become paid brand ambassadors. Her mission is clear: to create thriving communities based on innovation, loyalty, and authentic engagement.
In our conversation, Adriana reflects on the pivotal moments, valuable lessons, and significant achievements from her journey in building successful online ventures.
What inspired you to start your business, and what problem were you passionate about solving?
Throughout my career in various industries, I noticed that businesses thrive when they can truly connect with people. However, in today’s world, establishing that connection has become increasingly challenging. The market is oversaturated, advertising is costly, and businesses often struggle to reach their ideal customers effectively. When the pandemic hit and the events industry came to a halt, I saw an opportunity to reimagine how businesses connect with their audiences. This led to the creation of Crowds Now, a platform that addresses the disconnect between businesses and their target audience. Instead of traditional advertising methods, Crowds Now allows businesses to connect with their ideal customers through paid brand ambassadors, providing a more authentic and cost-effective way to reach their target market.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Since its inception, Crowds Now has evolved into a platform that not only helps businesses advertise but also enables them to build communities around their brands. Key decisions, such as making the platform results-based, investing in automation and patented technology, and focusing on scalability for businesses of all sizes, have been instrumental in driving the platform’s growth. By prioritizing transparency, measurability, and human connection, Crowds Now has become a space where businesses can access community-driven marketing that delivers tangible results.
Five mistakes small businesses make that block them from driving the right leads and conversions:
- Trying to market to everyone instead of their ideal buyer.
- Confusing attention with intention.
- Not making data measurable or trackable.
- Over-relying on one channel.
- Forgetting the human connection.
What truly sets your brand apart in today’s competitive market?
What sets Crowds Now apart is its unique approach to marketing. Instead of businesses paying large sums to reach a broad audience, the platform connects businesses directly with their ideal customers and turns them into paid brand ambassadors. This approach is transparent, scalable, and built on human connection, making it a valuable asset for businesses looking to stand out in saturated markets.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
The most effective marketing strategy for Crowds Now has been leveraging authentic voices to amplify brands. By turning everyday people into paid brand ambassadors, the platform creates genuine word-of-mouth marketing that resonates with audiences and drives conversions. This strategy works well because it builds trust, delivers measurable results, and fosters community engagement, which are essential elements for successful marketing campaigns.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to our ideal audience is a top priority at Crowds Now. By listening to small business owners and customers, leaning on transparency and data, and maintaining a human-centered approach, we ensure that we understand our audience’s needs and behaviors. This balance of empathy and data allows us to anticipate and meet our audience’s needs effectively.
What’s one branding move or campaign that helped elevate your business to the next level?
One branding move that significantly impacted Crowds Now was working with London’s West End on filling residencies and supporting major events internationally. By tapping into the right audiences and creating momentum through authentic connections, we were able to elevate our brand and expand our reach. This experience taught us valuable lessons about scalability under pressure and the importance of reaching the right audience for sustainable growth.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success is measured by the impact we make on businesses and individuals. While revenue and growth are important, true success lies in the stories of small businesses that thrive with our support and the additional income earned by everyday people through Crowds Now. Success is also about resilience, creativity, and creating opportunities that have a lasting impact on communities. When purpose and profitability align, and when the work we do creates loyalty, connection, and lasting change, that’s when I know we’ve succeeded.
How do you personally define success, beyond revenue and growth metrics?
Success, for me, goes beyond financial metrics. It’s about creating something that improves the lives of the people we serve, the people we employ, and my own family. Success is when our work has a positive impact on small businesses, individuals, and communities, and when it allows me to be present for my daughters and show them the importance of resilience, courage, and learning from failure.
Can you share a challenge or setback that ultimately became a turning point for your brand?
One of the biggest challenges for Crowds Now was transitioning from a manual model to developing our own app. While this decision was risky, it was a turning point that transformed the platform from a great idea into a patented technology that solves real problems for businesses and individuals. This experience taught us the importance of taking calculated risks and investing in innovation to drive growth and sustainability.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Daily rituals like starting the day with movement, practicing gratitude, and surrounding myself with supportive friends help me stay focused, creative, and grounded as a leader. These habits allow me to approach each day with intention, maintain a positive mindset, and draw inspiration from the people around me.
How do you approach innovation and risk in your business strategy?
Innovation and risk are essential components of our business strategy. I approach innovation by focusing on solving real problems for our customers in unique ways and taking calculated risks to drive growth. By testing ideas, reframing risk as learning opportunities, and innovating with purpose, we can create practical solutions that set us apart in the market.
What advice would you give to someone starting a business in today’s fast-changing digital world?
My advice to aspiring entrepreneurs is to prioritize building relationships over reaching a wide audience. In today’s digital landscape, authentic connections are key to success. By focusing on human connection, using technology to amplify, not replace, and making emotion the core of your strategy, you can create a sustainable business that resonates with your target audience. Remember that success is built on loyalty, trust, and real connections, not just numbers.
To learn more about Crowds Now and our offerings, visit our website and sign up to be notified of our app launch by the end of September. You can also connect with me on LinkedIn for insights and updates on our work.
In conclusion, Crowds Now is not just a tech platform; it’s a game-changer for businesses looking to connect with their ideal audience and for individuals seeking opportunities to become brand ambassadors. By prioritizing authenticity, transparency, and human connection, we are redefining the way businesses market themselves and empowering individuals to be a part of their favorite brands’ success.