Human Theory builds the growth systems that bring more clients through the door, so your next booking does not depend on you chasing it. Based in Bondi, working with founders across Sydney’s Eastern Suburbs and beyond.
You are good at the work. The gaps are usually in how people find you, and what happens after they do.
Google search, the local map pack and AI answers. If you are not named when a local asks for a recommendation, a competitor is.
Fast, consistent follow-up that runs whether or not you are at your desk, so the work you have already earned does not go elsewhere.
Where your leads come from, what each one costs and which channel deserves the next dollar.
Systems built on the HALO™ method (Harvest, Automate, Leverage, Optimise) so the pipeline keeps moving when you stop pushing.
In late August 2026 I ran the same checks across 100 service businesses in Sydney’s Eastern Suburbs, four in each of 25 categories. Then I asked Google the questions a customer would ask.
100
Eastern Suburbs service businesses checked
25
Categories, from physios to swim schools
62
Did not appear in the AI Overview or the map pack
3 of your 10 growth channels scored from your real website, socials and listings. It lands in your inbox within minutes.
The full picture of where your business is losing work it has already earned.
A written audit of your lead generation, funnels, content, CRM and automation, with priority recommendations and a 90-day action plan.
Want it built, not just planned? We scope that together after the audit.
I’m Katie-Jane Michael, founder of Human Theory. I spent more than 20 years inside global agency networks, including dentsu and IPG Mediabrands, building growth engines for brands with very large budgets.
Human Theory brings the same thinking to local service businesses. I hold an MBA from the University of Newcastle and a Master of Marketing, and I live and work in Bondi.
Based in Bondi and working with service businesses across Sydney and Australia.
No. Human Theory is based in Bondi and works with service-based businesses across Sydney and the rest of Australia. Most of the work happens online, so where you are matters less than how your business finds and keeps its clients.
You can start for free. The HALO™ Leakage Map scores 3 of your 10 growth channels at no cost. All 10 channels are $97. The full HALO™ Growth Audit is $497 AUD and comes with a written audit, priority recommendations and a 90-day action plan. Ongoing implementation is scoped after the audit, only if you want it.
An agency usually sells you more activity. More ads, more posts, more hours. Human Theory starts with the system underneath your marketing, so you can see where enquiries come from, what each one costs and where work is being lost. Strategy comes first and execution is optional.
Service-based businesses, usually between $100K and $1M in revenue, where the founder is still the one holding everything together. That includes health and wellness practices, studios, trades, brokers, accountants and consultants.
Get your free HALO™ Leakage Map, or book a call to talk it through.