In their first few years of operation, Humanitix didn’t spend a cent on traditional marketing. Despite this, they managed to build up a client list that includes Google, TED, Red Bull, Canva and Facebook, and gave millions to charity in the process. How did they do it?  Adam McCurdie is the co-founder and CEO of Humanitix, the new contender disrupting the fiercely competitive ticketing industry for all the right reasons. After making a pact with his close friend and co-founder, Adam left the corporate world in search of more meaningful work – and that relentless pursuit of purpose is the driving force behind Humanitix’s unconventional marketing.   Adam explains to host Dr Juliet Bourke why traditional advertising hasn’t been an option for most of Humanitix’s history, and how the company's clients have done the talking for them.   Professor Frederik Anseel, Interim Dean at UNSW Business School explains why the purpose-driven marketing of Humanitix works for some companies but isn’t necessarily the right approach for everyone.   +++  The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.   The transcript and show notes can be found on our website here.  Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn.   We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.