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Counter-Intuitive Advice for Startup Success

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Murray Gray Xperiencify

Murray Gray, CEO & Co-founder, Xperiencify tells us about the only course platform that builds 7 powerful psychological triggers into people’s course.

First of all, how are you and your family doing in these COVID-19 times?

Murray Gray: At first, we felt a lot of uncertainty about the future and its effect on our business. But as lockdown continued and the weeks turned into months, we fell into a comfortable & productive routine that’s now become a default day-to-day rhythm that I believe will continue well after the pandemic.

Tell us about you, your career, how you founded Xperiencify.

Murray Gray: I’m a guy that loves Big Ideas. I love being in the flow of ideating & building — it’s my driving motivation. And since the start of my career, I’ve been building software platforms that make life easier for marketers and entrepreneurs. I’m a self-taught marketer and entrepreneur. I’m eternally curious. I’m always ready to learn new things and change my mind on things I already know.

Together with my amazing wife, Marisa Murgatroyd, we founded Xperiencify because we noticed that online education has a Big Problem. Studies show that just 3% of people complete and get results from the online courses they buy — a huge waste of human potential.

So, we set out to fix the online education industry with a brand new approach to the way online education is done called “experiencification” — which is a unique, powerful combination of gamification, NLP, adult learning psychology, and Silicon Valley “black magic”.

And it’s working — students are 10-30 times more likely to complete a course on the Xperiencify platform compared to others, which is a wonderful outcome both for them and for the educator (and their business.)

How does Xperiencify innovate?

Murray Gray: Two main ways.

First, we always look outside of our industry to solve our problems. Most companies are myopic and do things the same way as other companies in their industry. Worse, they only look within their own industry to solve problems. We always try to look outside of our industry to find the answers to whatever problem we’re trying to solve because chances are they’ve already found the solution we’re looking for.

(I learned this from my first marketing mentor Jay Abraham who was famous for having worked as a marketing consultant in more than 1,000 industries and became incredibly skilled at applying lessons learned in one industry in others.)

Now, the second way we innovate is a little counter-intuitive. 

In today’s hyper-competitive world, the bigger the problem you’re trying to solve and the “crazier” your ideas, the more likely it is you’ll be successful. We call it the “moonshot idea”, and when you’re working on one, the more you stand out, the more inspirational you become to others, and the more they’ll be more drawn to help you in your mission, and it’s easier to find the resources you need to make it all happen.

How does the coronavirus pandemic affect your business finances?

Murray Gray: The pandemic has spurred a lot of education to move online, so our company has grown quickly, in spite of the fact that we only launched in January 2020. Plus, our mission promises to fix online education, which is inspiring lots of people to join us, and help us drive it forward.

Did you have to make difficult choices regarding human resources, and what are the lessons learned?

Murray Gray: Not really — we’ve been able to grow fast with a relatively small, virtual team. 

How did your customer relationship management evolve? Do you use any specific tools to be efficient?

Murray Gray: We have our user community on Facebook, and we do our support using online chat.

Did you benefit from any government grants, and did that help keep your business afloat?

Murray Gray: No.

Your final thoughts?

Murray Gray: As a startup owner, you’re obviously going to need to work harder than you’ve ever worked before. But even that’s not enough to guarantee success because you only have so much time and energy to give. You’re going to need help from others. So don’t be afraid to shoot for the moon with your idea, so you have a chance to inspire others with your vision.

Your website?

Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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