I’ve known Jeff White for a pretty long time – exactly how long I can’t really remember. Probably a decade or so, in fact, probably more.
For a great deal of time, I got to call Jeff ‘boss’.
Boss was never a word Jeff really liked – so of course I called him that all the time. And while, technically, Jeff was my boss, at one of Australia’s first social media agencies, White Echo, he never acted like one, not in the traditional sense, anyway.
Perhaps it’s better to describe Jeff as an anti-boss: inclusive, supportive, encouraging, inspiring, trusting and loyal, beyond measure.
I worked with Jeff for around five years and I can honestly say that – I didn’t work for him, I worked with him. His leadership style not only suited my personality, but is also one I reference all the time, now that I find myself in that same position: boss.
In football obsessed Melbourne, despite Jeff having retired from AFL, clients would often ask what it was like working alongside such a superstar ex-athlete: “What’s he really like?” “Is he a nice person?” “How tall is he?”
I’ll never quite understand people’s obsession with the height of athletes (seriously, what is that about?) but here’s what I’d tell people, every word of it true: Jeff is a nice person, nicer than most. He’s incredibly humble, and ridiculously hard working. I’m grateful I get to work with such a good person, who just so happened to be a gun ruckman.
A decade or however long later it’s been, Jeff’s qualities still ring true – humble, hard working, good. To the core.
The guy I spent a long time calling boss, or ideas man, helped shape me into who I am today. Not intentionally, but by default. If you are who you surround yourself with, and you are, trust me, then I couldn’t have worked with anyone better in the formative years of my career – someone decent, and creative, someone supportive, and impressive on a human level.
My experience couldn’t be any more different than that of many of my peers when we started out and that’s because their ‘boss’ wasn’t Jeff. While they had someone breathing down their neck – demanding, demeaning, just waiting for them to trip up – I had someone enthusiastic who believed in me and who had my back, no matter what.
It’s that which has shaped me into the boss I am today, the leader I am today – and continues to define how I interact and treat everyone I deal with.
Jeff is still the CEO of White Echo, and he’s also the creator of Post High. Yeah, he was the number one draft pick in the 1994 AFL draft, kick starting his career at Fremantle before playing a ton of footy for the greatest team on earth, the Melbourne Football Club, but, as with most athletes, there’s more to them than their sporting achievements.
And there is more to Jeff than his distinguished 14 year AFL career. There are three boys that get to call him Dad – a role he not only adores but thrives in. A better, more committed father you cannot find. And then there’s the cool stuff he has gone on to do, and create. Too many to list, but, today, I want to focus on one: Post High.
Tell us about Post High.
Post High are retractable footy and rugby goal posts for kids. They can easily be packed into a backpack, carried around and then used on any surface with our rubber weighted bases. The goal posts can be extended to 2m in height and the point posts 1.8m. As we say ‘setup anytime, anywhere’. The posts are also designed to glow in the dark.
What inspired you to start Post High?
Post High came to light in April 2015. I was on a family holiday where my son was mirroring what I did when I was 8 years old; practicing his goal kicking between trees.
The weather turned and my son simply said, ”Dad, it’s raining but I want to keep practicing my goal kicking with these trees, they’re awesome, I wish we had trees like this at home.” This was a light bulb moment for me. My research soon uncovered that there wasn’t any options on the market for kids to own their very own goal posts.
I immediately started drawing sketches but couldn’t really discover that mobile friendly goal post pack.
Later that week, when we had returned home, one of my other sons wanted to have a lightsaber fight. He handed me the lightsaber which I had to flick out with my wrist to expand. Another light bulb moment happened and the design of Post High started gaining momentum.
We’ve developed a product that my son can now take with him anywhere, anytime and line up his dreams.
Tell us about your career and background.
SS: This is a classic Jeff response: “Sandi, just write up this up. You know the info, or happy for you to explore Wikipedia.”
I told you. Humble AF.
You’ve pivoted from AFL player to CEO of a social media agency to creating your own physical product. What advice do you have for those who are multi-passionate and can’t settle on pursuing just one thing?
For me I never settled, it’s just me. I love to help people. Both White Echo and Post High are problem solving services. I’m extremely passionate about both and both became available to solve issues others’ faced. Take Post High for example. For over 100 years kids have been able to have their own footy, favourite team jumper, boots, but no goals posts. Still to this day Auskick uses javelin poles as goal posts. Not to mention the safety concern for this, but why can’t kids have goal posts at home? No parent would purchase javelin poles for home. So once I thought of this idea it immediately solved an issue for my kids. With nothing on the market I decided to design, build and patent the idea.
In 2017, your life changed in an instant when you suffered from a stroke. How has the health scare impacted on your life and what lessons have you learned from it?
Life is too short. My attitude towards anything now is ‘trust the timing’. I never ever force anything anymore. Whether that’s a pending contract that we have sent out for White Echo, I just go with the flow and stay in the moment. I never dwell on the past, only learn and never get too far ahead of myself, I just think about what it will feel like to experience that moment and that’s it. I never complain, never speak negatively, especially out loud. Stay optimistic and trust that timing will be perfect.
Describe a typical work day for you (if there is such a thing).
Well work for me is every day. Social media never sleeps – I still sleep, but I’ve never been 9-5, Monday to Friday guy. I’m a full time dad so it’s busy. 5.30am wake up, explore and research the latest news on social media. Prepare kids for school including lunches, school clothes, breakfast. Drop the kids off at school around 8am. I work from home, a café, anywhere with a good internet connection. Normally online until around 1pm. 1-2.30pm I explore more on social media, research. It’s kids pick up from school at 3.15pm then home to unpack school bags, kids play, homework, prepare dinner, showers etc. then once the kids are in bed, I’m back online again researching, scheduling and creating posts for clients. There’s also a lot of chatting with staff throughout the day.
Has COVID-19 affected your business? How are you navigating that?
I’ve tackled this head on. We have grown, which has been fantastic. Being digital media, businesses are now realising the importance of this area. It’s been a benefit for us. I’ve been passionate about the digital space since starting White Echo in 2010. We lost some clients but we still continued to support them during these trying times. On a personal level, the period between August 2017 – June 2018 where I suffered a stroke, found a hole in my heart, had heart surgery, was sued by a previous Post High investor and my wife left me made me extremely resilient. I wouldn’t wish that period on anyone but I’m glad I experienced this period in my life because it taught me to be mentally strong and to never dwell on the past, enjoy every moment, stay active and stay in the present.
What advice do you have for those wanting to start a business?
If you’re looking to make money overnight, you will fail. If you’re passionate about doing something that solves a problem, you’ll win. It takes hard work, dedication – no question – but if you think instinctively about something so that idea appears in your mind during your quiet times – follow your instincts. I believe that when you have that inner idea and it makes your stomach get butterflies, that’s a strong positive sign. Follow that.
What’s next for you, and Post High?
Looking after my boys. Building White Echo, enjoying watching kids kicking goals with Post High and getting my handicap down to scratch – it’s currently 2.
To learn more about Post High, please visit https://posthigh.com.
