Matthew Collis

CEO and Founder of Glasshat

MBA (Executive), 2013

About Matthew

After graduating with an AGSM MBA (Executive) in 2013, Matthew Collis co-founded Glasshat, a marketing company that is changing the face of Search Engine Optimisation (SEO).

Matthew shares his story and reflects on his studies at AGSM.

Q: Tell us about Glasshat.
A: At Glasshat, we create better ways increase website traffic through organic channels for our clients. The world of search engines, social media platforms, and content marketing is a complex and ever-changing environment which can be ambiguous (and expensive!) for business owners to navigate.

We have designed our own SEO tool that takes a more scientific approach to online marketing that and offers a more scalable, accurate, and affordable solution.

Q: Being at the helm of a business comes with challenges – tell us about some you have faced on your journey and how you overcame them.
A: It's tough making a change in the online world. The biggest challenge is keeping a positive focus on future outcomes through the frequent and varied times of adversity.

To overcome these challenges, you have to continually double-down on rationalising the belief on what you are doing and why, surround yourself with smart and supportive people, and celebrate all the wins, no matter how minor they are - they are a signal for what's to come.

Q: What are the key lessons you took from your MBA and how have they helped you get to where you are today?
A: The most important thing I learned during my MBA was from the data and statistics course - particularly in a world where data and information are increasingly relevant. The taste I got for statistics led me to create brand new solutions in my field of work, helping businesses get more website traffic from search engines.

There were many other useful lessons of course. Of note, would be the Effective Communications course. Communication is essential if you want to influence larger numbers of people to understand complicated solutions in simple ways.

Q: Why did you decide to complete an MBA?
A: I had started a business, and felt it was important to get some professional knowledge about what was ahead, in order to be 'successful'. I spoke to other people who had completed an MBA, and found that it would most likely increase both my knowledge, and more importantly my self-confidence with what I was trying to achieve.

Q: If you could give one piece of advice to someone considering embarking on an MBA what would it be?
A: I think you need to be clear on the reason behind why you want to do an MBA in the first place, and what you want to get out of it. This will help you prioritise the immense amount of time and hard work that's involved to get through to the end.

Q: In the ever-changing digital landscape, what challenges do you anticipate for the SEO sector in the next 10 years and how can you as a business leader be prepared for those changes?
A: Most business leaders instinctively understand the importance of having their website organically found at the top of Search Engines. However, very few fully understand the impact on business value that is made by influencing SEO in a reliable way, using a marketing automation tool like Glasshat. With the number of changes occurring within the digital landscape and SEO in particular, we believe taking a programmatic approach is the only surefire way to get ahead of competition online over the next 10 years. We've seen the same thing happen to other, less valuable aspects of the digital landscape, and feel the sooner companies jump on this, the better for the immediate and long term outlook.

Watch Matt speak about his experience studying at AGSM at a recent information evening in Sydney: