Building a company is messy. Most of it never makes the highlight reel. Imperfect Company is a podcast from Glitch Capital where Leigh Jasper and Sam Kroonenburg, two founders who've built billion-dollar exits before and are going again, talk about the strategic decisions nobody puts on the pitch deck.

This episode's guest is Sam Senior, founder of Monarch — a kid from Hervey Bay who's been building in San Francisco for eleven years. He's pivoted the company twice.

They go deep into how those pivots actually happened: why the original marketplace product had a working supply side and a demand side that never materialised, and how an intern's suggestion to sell the same product to Zendesk's own sales reps made more money in two weeks than the previous two years had.

What survived both pivots was the underlying technology, which is now Monarch: agents that map everything a piece of enterprise software can do, then run workflows fifty steps long across ten different products.

Plus Sam's expectations as a leader, including how everyone needs to automate ten per cent of their job every month; why he pays for his executive team to be in therapy and would rather be described as kind than nice; and the case for building in Australia right now. Plus how Australia has an eighteen-to twenty-four-month enterprise AI adoption gap.

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