Meet the MD: David Eldridge of 3radical
An entrepreneur in the tech space since the age of 14, David Eldridge knows a thing or two about creating and growing successful businesses. He tells us about his latest company, 3radical.
What is it the company does?
3radical unleashes the power of relationships between organisations, their customers and employees by making digital communication interactive, rewarding and relevant.
Our software platform, 3radical Voco, enables business users to easily create attractive, branded interactive digital experiences that offer a value exchange for the recipient, and publish these across a range of channels. For example, ask customers to answer a fun quiz for a chance to win a free starter and dessert or watch a video to earn points they can redeem in your online shop, or ask employees to engage in a new training video and test their knowledge, then reward them with a step on their progress journey to becoming an expert.
Several different requests and rewards can be offered so that the individual can choose what appeals to them most, and new requests are delivered on a real-time, individual basis as the platform learns what appeals to each person.
The upshot is much higher engagement rates and a stronger emotional connection between an individual and a brand, which leads to a range of business outcomes including more sales, better advocacy, and a wealth of permissioned data for the brand to further improve their products, services and engagement.
Describe your role in no more than 100 words
I hire people who are better than me and give them the space to do great things, whilst ensuring that the customer is always front and centre of our decisions.
Give us a brief timeline of your career so far – where did you start, how did you move on?
At the age of 14, I won the BBC National Schools software competition and formed a company to market the winning software.
I was sponsored by Royal Dutch Shell through university and worked in a range of roles with them for five years before leaving to join a small software and data company - now GBG plc.
I left to form and be CEO of marketing software company Alterian in 1997, which IPO’d in 2000 and went on to be a leading global multi-channel marketing software company with 1,500 enterprise customers worldwide before its sale to SDL in 2011.
In 2012 I formed 3radical to create a software platform that enables organisations to build and deliver content that cuts through the noise and engages individuals on their own terms.
Additional roles include Chairman at Idio (the content intelligence software company), Non-exec for Neighbourly (a CSR software leader), and Non-exec at Precision Point (an analytics software company).
“There will always be plenty of speed bumps - keep focused on delivering a great outcome for your customers and don’t be distracted.‟-David Eldridge of 3radical
What do you believe makes a great leader?
Having clarity of how your organisation helps its customers be better, and effectively embedding this in everything the organisation does. Making sure the right people are 'on the bus'. Creating fellowship through being honest, open and fair. Doing the right thing will ultimately deliver the results for all.
What has been your biggest challenge in your current position?
Each business with a widely applicable offering needs to focus on areas where you can deliver exceptional results for your customers and dominate these before moving into new areas. Helping people focus on core areas and not be distracted is always challenging, especially where there are so many exciting, but unproven opportunities.
How do you alleviate the stress that comes with your job?
Work with great people who you know are focused on the right outcome for all stakeholders.
When you were little, what did you want to be when you grew up?
A lorry driver.
Any pet hates in the workplace? What do you do about them?
Politics. Make sure if people have a challenge with someone else, they address it directly and respectfully rather than let things fester.
Where do you see the company in five years’ time?
We will be embedded into leading organisations’ marketing and HR technology stacks around the world, delivering experiences that differentiate them, create trust and emotional connections with their audiences and achieve significant competitive advantage and bottom-line results. The market will see us as the “gold standard” in creating exceptional engagement and insight.
What advice would you give to an aspiring business leader?
Work with great people, focus on what you are doing for your customers, and take plenty of time to listen. Find good mentors who have been there and done it, and who can give you great input from outside the business.
What do you wish someone had told you when you started out?
There will always be plenty of speed bumps - keep focused on delivering a great outcome for your customers and don’t be distracted.