In this episode of Checkout, we sit down with Liam Millward, Co-Founder and CEO of Instant, the platform transforming customer engagement and automation for brands like Toys R Us and Stax. Liam runs us through the cutting-edge tech driving Instant’s success, the brands, books and podcasts that inspire him, and the challenges he faces while scaling a fast-growing team.
Learning from the Best: Retailers That Set the Bar
When it comes to finding ecom inspiration, both Liam looks to Brittany Saunders who started FAYT the Label for her ability to drive growth organically through content. “Absolutely love what she’s been doing with organic content, etc., via her channels recently, just driving so much growth,” Liam said. He admires Brittany’s ability to engage her audience without over-relying on paid ads and looks forward to collaborating with her in the future. “I’m excited to be speaking with her in LA in a couple of weeks, actually. She’s killing it.”
He admires how Brittany has been able to create genuine engagement with her audience, relying on authenticity and consistency rather than just throwing money at paid campaigns. “Content-led strategies allow brands to build stronger connections with their customers, and it’s becoming more crucial as consumers increasingly value authenticity over polished ads,” he added.
Tech That Makes It Happen: Tools Liam Swears By
No modern business can run without the right tech stack, and for Liam there are many tools that keep his businesses firing on all cylinders, but HubSpot got a special mention. “We use HubSpot a lot—it basically runs our whole company,” Liam explained. From tracking leads to managing customer relationships, HubSpot helps Instant keep everything efficient and organised as they continue to grow. Whether it’s a customer relationship platform or an eCommerce powerhouse, having reliable, scalable technology is the backbone of any thriving business.
Keeping Sharp: A Must-Read Book For Entrepreneurs
When chatting about what books and podcasts they’re into, Liam said he swears by Ben Horowitz’s business classic, “The Hard Thing About Hard Things”, which he calls a must-read for any entrepreneur.
It’s brutally honest about the challenges of being a founder, and it gives you real insights into what it takes to push through the tough situations.
For any entrepreneur facing the inevitable hurdles of running a business, this book offers practical guidance and inspiration.
Facing the Growth Curve: Biggest Challenges
With success comes new challenges, and Liam admits to feeling the pressure as his businesses continue to grow. For Liam, the toughest part is finding and retaining top talent as Instant expands.
“Our team is growing incredibly quickly, but finding truly great people—especially software engineers and marketing pros—is always the toughest part.
As a company focused on innovation, Instant relies on assembling a strong, skilled team to continue pushing boundaries in customer engagement and automation. As Instant pushes into new markets, Liam believes the need for skilled employees will become even more critical.
Building Success Through Tech and Customer Insights
Whether it’s implementing cutting-edge tech to improve efficiency or navigating the complexities of leadership, Liam shows us that sustainable growth comes from making smart decisions and staying adaptable. While the right people and tech is a huge part of his success, it must be paired with a mindset that balances ambition with a deep understanding of customer needs. Every business owner should see every challenge as an opportunity to learn, grow, and ultimately thrive.
The Checkout is a short snippet of our conversations.
