While startups in Asia (and beyond) are developing tech solutions that have the potential to disrupt the world, most fail to reach their potential. Nathan Millard, CEO of G3 Partners, believes this comes down largely to a lack of understanding about the critical value of marketing and communication or an inability for startups to execute marketing and communications effectively. “It’s simply not true for most companies that if you build it they will come,” he believes.

Effective 'Communications' (of which marketing is a part) includes websites that explain what the startup really does, in a language and format that the target audience can understand. Other examples include social media communication, marketing brochures, media outreach or even investor pitch decks and in-person meetings with potential customers.

Nathan founded G3 Partners in January 2015. The company mostly works with startups from around Asia, helping them plan and execute marketing and communication strategies in Asia and the USA. they have also helped large organisations from around the world to find startups to partner with or invest in. Nathan has a diverse background, with degrees in History and Political Science (Uni. of London) and a career spanning executive head hunting to yurt building, offshore outsourcing to market research, journalism to PR and Marketing. The one constant is helping people and companies communicate more effectively with the world beyond their home markets and Nathan's spent most of the last decade doing that in Asia and he’s worked with startups in Korea full time since 2012.