314 – The Cold-Pressed Juice Phenomenon, Escaping the Corporate Cubicle and Living the Dream with Natalie & Steve Warner from Greene St. Juice Company

314 – The Cold-Pressed Juice Phenomenon, Escaping the Corporate Cubicle and Living the Dream with Natalie & Steve Warner from Greene St. Juice Company

You know how much I love a cubicle escapee story … someone who leaves the corporate life and starts their own business.

Well, let me introduce you to two that opened their first business without any prior small business experience. Steve a finance man in the gold industry and Natalie a lawyer moved back home to Melbourne from New York with a vision to create one of Australia’s first organic cold pressed juice brands … Greene St. Juice Company.

Nat and Steve Warner from Greene Street Juice Co

As a father of teenagers I had a lot of questions about the cold pressed juice, so in this interview I uncover:

  • What is cold pressed juice?
  • Why is it good for you?
  • How do you differentiate from the plethora of cold pressed juice companies opening all the time?
  • What’s the best marketing for a cold pressed juice company?
  • And most importantly, how do you make money?

Natalie and Steve have a great story and a really strong ‘why’ behind their brand … and it shows. This interview is packed full of marketing G.O.L.D that highlights the importance of what I like to call the one percenters. In this interview you’ll discover:

  • How to build your brand
  • The importance of brand and brand story
  • Creating packages to maintain a sustainable business model
  • The importance of design
  • The power of consistency across all touch points
  • How to build a community around your brand
  • The power of celebrity endorsement via Instagram

PLUS I’ve got some BIG news! If you like flying Virgin Australia and Australia’s number one marketing show then you’re in for a treat. As of August Virgin Australia are going to start airing episodes of The Small Business Big Marketing Show. I’m pretty excited about this and I would LOVE it if you could share your enthusiasm for the show with Virgin Australia by tweeting them (You can use the pre-populated tweet below).

I’ll also tell you about how I was ‘seeded’ by Steve Keil from Laser Group, who has sponsored a race car. Not only did I get a couple of very fast laps around the track, I took my microphone and interviewed Steve, the racing car driver and some other guests that were there to form an opinion on race car sponsorship. I’ll be releasing those thoughts and a very funny video of me doing a very fast lap in the coming weeks.

For now though, grab a paper and a pen and get ready for this uplifting, inspirational and cleansing fireside chat with Natalie and Steve from Greene St. Juice Company.



00:39  Welcome & overview
02:37  Time for a check-in on the week
05:47  Today’s guest introduction – Steve & Natalie Warner of Greene St. Juice Company
06:55  Interview withSteve & Natalie Warner – Part 1
20:46  Insights in to WebCentral & Designcrowd.com
22:00  Interview with Steve & Natalie Warner – Part 2
51:25  My top 3 attention grabbers from my chat with Nat & Steve
53:26  Motivational marketing quote of the week
56:35  Listener question
01:00:09  Wrap-up and insights in to next week’s guests




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Greene St. Juice Company’s official website

Episode 302 with The Cuddlist Adam Lippin on how we’re sex obsessed but touch deprived.

Episode 205 with Josh Nicholls on how to create raving fans

Episode 251 with Karl Schwantes from Xennox Diamonds on how to market a retail jewellery store

I’m blogging more frequently! Check out 4 easy steps to create an eBook or 9 ways to boost your search relevancy

Buy Timbo’s new marketing book The Boomerang Effect




  1. Put effort into your product design. Nat & Steve kindly gave me a ‘one­ day detox box’ containing 8 juices. The box design and bottles looked absolutely beautiful, ­so much so that I don’t want to throw it away! What if you created marketing that people didn’t want to throw away?
  2. Create tailored programs or packages for different prospect groups. Green St. have The Healthy Man Pack, the Cleanse Pack and so on. It makes it easy for people to buy and it means the Greene St. get to sell multiple items rather than the single bottles in their retail space.
  3. The importance of ‘proof of concept’. Now, I’m in two minds about this because as Henry Ford said “If he’d asked people what they wanted they’d have said a faster horse!”  However, the fact that Nat & Steve acted on the overwhelmingly positive response they got from selling at Wanderlust was clearly a smart business decision.




A clever soul once said …

“Products or services that are remarkable get talked about.”


What’s the marketing lesson?

When I hear about the need for products to be remarkable, I immediately think “Yeah, but that requires big budgets and possibly lots of time.”

The iPhone is remarkable ? how much did that cost to make? Service at a 3?star Michelin Hat restaurant is remarkable ? but how long did that take to put in place?

Then I dig a little deeper and it becomes clear that creating a remarkable product or service that gets talked doesn’t need to difficult or expensive.

What about past guest and electrician Josh Nichols’ simple 21 steps to an amazing customer experience? That’s remarkable. Or what about Nat from Greene Street Juice Company’s willingness to call customers and check on their well?being or Karl Schwantes from Xennox Diamonds who continually asks “How can he give a client something they didn’t think they could ask for?”

Being remarkable relies more on your mindset than it does on the size of your bank account. What are you going today, TODAY, to get your product or service talked about?





What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

2 thoughts on “314 – The Cold-Pressed Juice Phenomenon, Escaping the Corporate Cubicle and Living the Dream with Natalie & Steve Warner from Greene St. Juice Company”

  1. Lucy Campbell

    So incredibly inspired by your story nat & steve. You made such a great point about customer service and the importance of really getting in the trenches with your clients , getting their direct feedback to help shape your decisions and brand. Can you pls open a GSC store in NYC?
    Keep up the incredible job you are doing and pls do another interview soon I loved every minute of it. Of course it went over time – I could have listened for another hour!! Xxx

  2. A great interview with Nat & Steve. I lived in NYC for a year and have been back a couple of times. There’s a special place in my heart for it and I loved being thrown back there while you spoke about your experiences and the names of the juices!
    I’m not a cold pressed juice convert yet, but will definitely check you guys out next time I’d down that way.
    Jess, soarcollective.com

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