Last week at Xerocon Brisbane 2025, Joe Brumm, the creator of Bluey (and Charlie & Lola - a favourite of mine and my daughter as she was growing up) shared how a simple kitchen-table sketch became one of Australia's biggest exports.
At first glance, a children's TV show might seem far removed from running a small business or leading a finance team. But Joe's insights were some of the most grounded, practical leadership lessons I've heard in a while.
This is how I see his insights play out in the businesses I support:
1. Notice what works and then add your own flavour
Joe admitted that 'Bluey' borrowed' elements from Peppa Pig and The Simpsons. He saw what worked and added inspiration from his own life to create something new.
💡In business: you don't need to reinvent the wheel. Use proven frameworks and systems and tailor them to your strategy. Pay attention to what's around you and adapt it to your needs.
2. Follow your gut and stick to your Vision
Joe turned down co-productions and avoided a traditional writer's room because they didn't align with his vision.
💡In business: be brave enough to say "no" to software, services, or partnerships that don't feel aligned. Don't be pushed into directions you don't believe in.
3. Watch out for optimism bias
They expected animators to deliver 30 seconds of footage a week, the reality was they were producing 20 seconds. That reality gap meant many late nights burning the midnight candle.
💡In finance: it's easy enough to make optimistic assumptions that sales will rise or costs will shrink. My role is to ground forecasts in reailty so growth doesn't come at the cost of survival and I provide ways to test various scenarios so you always have a Plan B.
4. Push through and persevere
Joe grew up with the saying, "a little hard work never killed you." That old school value fuelled his perseverance on Bluey and led to working late nights, weekends, even working through tendonitis to make his dream reality.
💡 The difference between burning out and breaking through is where you put your time and how you fuel your passion. I help leaders focus on the priorities that truly move the needle: profitability, cash flow, growth, instead of getting lost in "busy-ness."
5. Work with people you trust
Joe chose his team carefully and chose people he could trust.
💡 In business: surrounding yourself with the right partners and advisors makes all the difference. Working hard for a common goal is fun when you are with right people.
6. Focus on the bigger picture
Production wasn't always smooth, but Joe accepted that life and growth isn't linear.
💡 In business: cash flow dips, processes break, people leave. That's not failure its the "messy truth" of life. The key is to stay focused on the bigger picture.
My Final Takeaway
Joe's reminder that "a little hard work never killed you" speaks to the grit and resilience many of us grew up with. But, in today's business world, hard work isn't enough.
The businesses that thrive are those that combine determination with smarter systems, financial clarity, and a clear strategy.
As I work with owners across industries, I see the same truth: the principles that made Bluey resonate globally are the ones that help SMEs thrive locally.
👉 Which of Joe's lessons resonates most with you?
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