Building a £100m business in public: Recent Episodes
James Johnson
On my 4th startup journey I talk to people who have built £100m businesses and those who are on their way. VCs, founders, D&I specialists, marketeers and more all share their top tips and stories. All feedback and ideas welcome. Let’s build great companies together!
James Johnson and Freddie Birley take on a listener question this week: what to do when you're wasting energy being frustrated with your team.
They land on a distinction between two types of underperformer that most founders have never separated out, and why treating them the same is quietly pushing your best people towards the door. Stop guessing which conversation you actually need to have.
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Cat Agostinho built Imagen Insights on a bet that most brands get wrong: real, unedited feedback from real people beats any dashboard, survey, or assumption a company makes about its own audience. Tomorrow Group agreed enough to acquire it in March 2026, at six times EBITDA.
Cat explains why the feedback most founders trust often tells them nothing, why the loudest agreement in the room can be the least useful signal, and why the businesses getting this right are asking a very different question before they build anything at all. Stop guessing what your customers want, and start finding out what they're actually hiding from you.
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Every founder hits this point eventually, and almost nobody says it out loud. A listener wrote in with a question a lot of Series A founders are quietly asking themselves: what do you do when you've built something that works and you just stop caring.
James Johnson and Freddie Birley get into recommitting versus changing, why the servant-leadership instinct quietly burns founders out, and why the business you're in right now might not be where your success actually lives. This isn't about motivation. It's about figuring out which problem you're actually solving.
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Jeevs Mahil decides which coaches get put in front of Octopus Ventures' portfolio founders, and after years of those introductions she has a clear, slightly uncomfortable view on why so many founders pick the wrong one.
James and Jeevs get into why "ex-founder" tells you almost nothing useful about whether someone can actually coach you, the one question to ask before your first session that most founders skip entirely, and the real ROI behind getting this call right versus wrong. Get this one wrong and it costs a lot more than the coaching fee.
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A founder writes in feeling off track and wants to know if the problem is his plan or his execution. James Johnson and Freddie Birley don't let him off with "it's both."
They walk through how to tell which one is actually broken, why most "plans" fail the moment someone asks how often you're checking against them, and why the instinct that got you through Seed can be the exact thing working against you at Series A. Stick around for the rocks-and-sand analogy, which might explain more about your last quarter than you'd like.
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Three exits in, Alex Fenton knows exactly what buyers look for, and it's not what most founders think. James and Alex talk through keeping every door open, why a three year plan beats a five year one, and the blunt piece of feedback from a manager that changed how Alex leads. Including the real difference between planting seeds and planting saplings when you're building a team built to last.
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James and Freddie tackle a question most founders won't say out loud: feeling insecure or competitive with your co-founder. They get into what's actually driving it, the conversation that fixes it faster than any amount of self-reflection, and the point where the answer isn't a better conversation, it's a different partnership. Including the feedback ratio behind every high performing team and relationship that lasts.
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Antoine Pouppez co-founded neuroClues six years ago. Today it's raised over £25M and employs 40+ people across Belgium and France, building MedTech that treats neurological disorders through eye tracking.
His approach from day one: if it's core to the product, you build it yourself, no matter how much longer or more expensive that is. James and Antoine get into why that decision holds up outside MedTech too, how he kept investors on side through a year long delay, and the one question that decides what's worth doing properly versus what can wait.
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A founder writes in asking why their team won't move faster. James Johnson and Freddie Birley take the question apart, and the real answer has almost nothing to do with the team.
They get into what actually causes execution to stall at Series A, the trap of being responsive instead of intentional, and why giving up control feels comforting right up until it costs you your business. Practical, direct, and probably not the answer you were expecting.
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Ryan Saridar runs Elryan.com, one of the largest e-commerce marketplaces in Iraq, and he's built a rule that changes how his entire management team handles bad news. Nobody on his team gets to sit on a problem and hope it resolves itself.
Ryan breaks down the exact line he uses to separate a genuine excuse from a simple update, why he hires for behavioural fit before skill, and what changed the moment he stopped trying to control outcomes and started building a team that tells him the truth first. If your management team only flags problems once it's too late to fix them, this is the one to send them.
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James Johnson and Freddie Birley answer a listener question on how to actually get value from coaching, not the version you perform for LinkedIn, the version where you say the thing you have been avoiding saying out loud.
They cover the line between reflection and procrastination, why a pattern of last-minute rescheduling is rarely just about being busy, and why watching what someone does with their time tells you more than what they say they care about. Founders who are coached, or considering it, will hear something they recognise.
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Clare coaches the role nobody talks about: the COO or CFO sat next to a founder CEO, expected to challenge the person who built the company and signs their pay cheque. Most coaches work with the founder. Clare works almost exclusively with the number two, which gives her a different read on why these relationships succeed or quietly fail.
In this episode she breaks down what "permission to challenge" actually requires beyond the sentence itself, why founders should look at their own behaviour before blaming a number two's performance, and the question every founder should ask if they're not sure they've got the right person in that seat. If you've got a strong number two who's still holding back, this is the conversation that explains why.
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James and Freddie tackle a question most founders won't admit they're sitting with: when the business is in flux and you're in performance mode around the clock, how do you stay connected to who you actually are?
This isn't about rest. It's about what happens to your judgment, your team, and your business when you've drifted so far from reality that you stop seeing what's actually in front of you. James and Freddie work through why performance and authenticity aren't opposites, what it costs founders when they treat them as if they are, and why the pattern underneath burnout, co-founder blowups, and bad hiring decisions is often exactly this.
New Post Bag every Monday. Full episodes every Wednesday. Find everything at peereffect.com.
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Bethany Ayers, CEO of Metomic, has scaled businesses from the inside - as COO, CRO, and now CEO - and she has a very clear view of what founders get wrong when they think they need to hand the keys over. The insight she shares here will make most founders rethink the decision they're about to make.
What does an experienced operator see that a founder typically can't? Bethany and James cover the vanity activities that distract from fundamentals, why senior hires fail more often than you'd expect, and the single question you have to answer before you bring anyone into the C-suite. The episode ends with a practical framework for choosing between a COO and a CEO and it starts with your shit list.
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Ben asked how you hold a team together when you can't give them certainty. James and Freddie get into why that framing is already part of the problem - and what good leadership actually looks like when everything is shifting.
If you've been avoiding the harder conversations with your team because you don't have all the answers yet, this is the episode to listen to before your next all-hands.
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Will Gadsby Peet has been a fractional CMO across hundreds of business models. The pattern he keeps coming back to has nothing to do with channels, budgets, or agencies.
Most founders lose touch with the one thing that made their early growth work — and then wonder why the expensive new hire isn't delivering. Will and James get into what that thing is, what it looks like when a founder gets it right, and the practical system any founder can build right now regardless of where they are with marketing. Specific, a little uncomfortable, and worth it.
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Beth asked what most founders are thinking but haven't said aloud: how do you make decisions about the future of your company when AI is making everything feel uncertain?
James and Freddie get into what's really sitting underneath that question — and what the founders who are handling this well are actually doing differently. Not theoretical. Not a toolkit. The practical reality of leading a business through the biggest technological shift most of us will ever see.
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19 founders. Rockets, guinea pigs, co-CEO structures, a community of 200,000 built in two years. Every conversation different. Three patterns kept coming back.
James breaks down what's actually moving across Season 6 — why the founders gaining ground are stripping back rather than adding, why your performance metrics might be hiding your biggest team problem, and why the most useful thing a vision can do has nothing to do with investor decks. If you've found product-market fit and things still feel harder than they should, this one is worth 16 minutes of your time.
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Anna's question sounds straightforward. It isn't. James and Freddie break down why founders only start asking this question when they already know something is off - and what to actually do about it.
One question. Three conversations hiding inside it. If you're in a co-founder relationship that's starting to creak under the weight of scale, this is the episode to listen to before the conversation you've been avoiding.
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What changes when you stop investing in startups and start building one yourself?
James Johnson is joined by Anders Hammerbäck, Co-Founder and CEO of RedpineAI, to discuss his journey from venture capitalist to founder.
After spending six years backing early-stage startups at Antler, Anders left the world of investing to tackle one of AI's biggest challenges: unlocking access to high-quality data outside the public internet.
Together they explore:
• Why Anders left venture capital
• The realities of founder resilience
• What investors often misunderstand about entrepreneurship
• Building AI companies in a rapidly changing landscape
• How founders can stay ahead of technological change
• Why thinking 100x bigger creates different decisions
• The role of people, teams and AI agents in future businesses
This is a conversation about ambition, resilience, technology and what it really takes to build at the frontier of AI.
New episodes every week.
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A founder asks:
"I want to focus on the future, but I don't trust the present to happen."
It's a question that sits at the heart of scaling.
As companies grow, founders are asked to spend less time executing and more time leading. But letting go isn't simply a mindset challenge—it often exposes deeper questions about trust, team capability, clarity, and leadership evolution.
James Johnson and Freddie Birley unpack why founders become bottlenecks, how leadership must change between startup and scale-up, and why the answer is rarely "it's me" or "it's the team."
More often, it's both.
A conversation about vision, delegation, trust, and building a company that can grow beyond the founder.
Send your questions to: hello@peer-effect.com
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Founder community building, startup networking, and viral growth systems are changing how companies are built.
Mariane Bekker, founder of Founders Bay, built a 200,000+ founder, investor, and operator network in under two years by rethinking how tech communities actually grow.
In this episode of Peer Effect, she breaks down the exact “community flywheel” behind that growth - combining in-person events, social media distribution, and high-trust networks to create exponential momentum.
We also explore why traditional tech events feel exclusive, how founders can build stronger networks earlier, and why real-world community is becoming a critical advantage in the age of AI, remote work, and digital saturation.
This is a deep dive into:
startup growth, founder ecosystems, network effects, community-led growth, and modern distribution strategies.
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In this episode of The Peer Effect Post Bag, James Johnson and Freddie Birley answer a question many founders quietly carry:
“What if my company fails… and I’m unemployable afterwards?”
They unpack the emotional reality of entrepreneurship, including identity, pressure, financial responsibility, fear of losing freedom, and the dangerous ways fear can shape decision-making.
The conversation explores:
- Why startup failure feels so personal
- The hidden psychology behind founder anxiety
- How fear can both fuel and limit growth
- Why many entrepreneurs struggle to return to employment
- The mindset shifts that help founders navigate uncertainty
- Why your first company doesn’t define your future
A thoughtful conversation for founders, creators, leaders, and ambitious people navigating uncertainty while building something meaningful.
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Jasper Deprez is building TerraSpark, a company focused on space-based solar power - with the goal of delivering commercial energy from space to Earth by 2030.
Before this, he spent a decade bootstrapping a startup in employee engagement.
In this conversation, we explore:
- The future of space-based solar power
- Building deep tech startups with startup speed
- How to break impossible visions into executable steps
- The role of communication and trust inside founder teams
- Why most startups accidentally become “science projects”
- The framework TerraSpark uses to operate
A fascinating conversation about ambition, execution, and building things that sound impossible.
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Rebecca asks: "If I make a senior change, will it destabilise my team?"
James and Freddie break down why this fear keeps founders stuck - and why inaction is almost always the bigger risk.
They cover: how to read the real signal from your team, what actually happens after a senior exit, the one case where it did go wrong, and how to use the moment to reset standards and re-energise the people who matter. If you're avoiding a decision you already know is right, this is worth a listen.
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What actually makes a co-founder relationship work?
In this episode of Peer Effect, James Johnson sits down with Verna co-founders and co-CEOs Rafi Cohen and Dr. Matthew Brown.
They unpack why they chose a co-CEO structure, how they built deep trust before scaling, and the systems they use to maintain radical honesty while leading a fast-growing climate tech company.
The conversation covers productive tension, founder communication, remote-first leadership, handling disagreements, and why most co-founder relationships fail long before the business does.
A masterclass in building companies and relationships that last.
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Founder life isn’t just pressure - it’s pressure plus isolation.
In this Peer Effect Post bag, James Johnson and Freddie Birley respond to a raw listener question: “I’m managing depression while being a founder - what do I do?”
What follows isn’t advice from a textbook. It’s a grounded, honest conversation about shame, identity, and what it really means to build while not being “fully okay.”
They explore why founders often mistake discipline for worth, how mental health can quietly reshape leadership, and why some of the traits you think are weaknesses might actually be advantages in disguise.
This episode is about learning to stop fighting yourself long enough to actually see what’s going on - and deciding what to change, and what to carry differently.
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Most founders think growth is a funding problem.
Dr Serge Santos sees it differently.
As CEO of Bedrock Enterprises and founder of a UK SME lending platform, Serge has deployed capital at scale and worked across both equity and debt markets. His perspective is simple but uncomfortable: the way founders think about money is often what limits their long-term success.
In this conversation we explore why capital discipline matters more than access to capital, how debt and equity are misunderstood by most entrepreneurs, and why chasing exit can quietly distort the way you build.
We also dig into what it means to think in 10-year horizons instead of short-term wins, and why the strongest businesses are often the ones designed to outlast their founders entirely.
This is a conversation about patience, structure, and building something that lasts longer than you do.
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Most founders don’t talk about this moment.
When you realise you’re running out of runway…and the clock is ticking.
In this Peer Effect Postbag, James Johnson and Freddie Birley break down what actually matters when you're in that position:
- The 3 real options you have (cut costs, grow, or fundraise)
- Why running out of runway can force clarity and focus
- How pressure can increase performance (until it breaks you)
- Whether you should tell your team or not
- And how to avoid the mental spiral that kills execution
This isn’t theory.
It’s the reality founders deal with at 2 AM.
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What if you could validate your startup idea before wasting months (or years) building the wrong thing?
Aaron Solomon, founder of Ambl, shares the real story behind building a startup from the ground up - including failure, lost savings, and the hard lessons that led to raising £4.3M and scaling internationally.
In this episode:
• How to test a business idea in the real world
• Why most founders overbuild (and how to avoid it)
• The power of customer conversations
• Turning a “feature” into a scalable product
• Expanding into new markets like Dubai
A must-listen for founders, operators, and anyone building something from scratch.
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Comparison is one of the fastest ways to lose momentum as a founder.
In this Post Bag episode, we unpack why it happens, why it’s misleading, and how to stay focused on your own path.
From the “swimming” analogy to the reality behind LinkedIn success, this is a practical conversation on cutting through noise and building with clarity.
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Jenna Ackerley, founder of Events Under Canvas, built a business delivering 400 weddings a year - without cutting corners.
In this episode, she breaks down how integrity and authenticity shaped her decisions, from early growth to navigating COVID, and eventually stepping back from the day-to-day.
We cover:
- Building trust as a growth engine
- Making harder (but better) decisions
- Founder identity beyond the business
- Why doing the “right thing” actually compounds
A grounded conversation on building something that works, on paper and in real life.
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“I’ve exited… what now?”
It sounds simple. It’s not.
In this Post Bag episode, James Johnson and Freddie Birley unpack what really happens after the deal is done - and why many founders feel something they didn’t expect.
This isn’t about tactics.
It’s about what comes after the thing you thought you wanted.
Inside:
👉 Why the post-exit phase can feel strangely unclear
👉 The trap founders fall into next
👉 A different way to approach what’s coming
There’s one idea in this episode that changes how you think about the entire journey.
Submit your questions: hello@peer-effect.com
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Agata Krawiec‑Rokita, co-founder and CEO of sun.store, scaled from a €12M GMV forecast to €100M in just 12 months.
Now she’s facing the next challenge: shifting from doing everything herself to building systems that scale.
In this episode, James Johnson and Agata chat about how she decides when to stay hands-on, when to step back, and why scaling is often harder than starting.
We cover:
• The framework she uses to choose where to stay involved
• Why startup planning breaks down during rapid growth
• The mindset shift from year one to scale-up
• The line between being hands-on and micromanaging
• The one question she asks before major initiatives
The hardest part of scaling isn’t hiring great people. It’s letting go while the stakes keep rising.
Listen now to hear how she’s navigating the transition.
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Most founders misunderstand what coaching is for.
And it costs them.
In this Post Bag episode, James Johnson and Freddie Birley unpack what coaching actually does - and why the best founders use it differently.
This isn’t about frameworks.
It’s about decision-making, pressure, and telling the truth when it matters.
Listen to the end if you’ve ever asked:
“Is coaching actually worth it?”
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At some point, every founder becomes the bottleneck.
In this episode of Peer Effect, James Johnson speaks with Max Teichert, founder of Track Titan, about the transition from doing everything yourself to building systems that scale.
Max shares his journey from sim racing to launching Track Titan and explains how founders can stay close to product while avoiding burnout and decision overload. This conversation is packed with practical advice for founders navigating growth and stepping into the CEO role.
You will learn:
• The signs you're becoming the founder bottleneck
• When to delegate and when to stay involved
• Building a defensible startup advantage
• Scaling decision-making as your team grows
• Avoiding product complexity traps
• Making time for strategy as a founder
• Moving from founder mindset to CEO leadership
If you're moving from early-stage hustle to structured growth, this episode is for you.
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"How do I not become an asshole?"
Emma sent this to James Johnson and Freddie Birley for Peer Effect Post Bag.
The fact she's asking is already a good sign.
What you'll hear:
Why self-reflection matters but isn't enough. Freddie breaks down the three groups you need around you. Your team is one. But they have limits most founders don't acknowledge.
The power dynamic nobody talks about. You can fire your team. They know it. James explains how far they'll actually push - and why expecting more isn't realistic.
What one team member said that changed everything. "Just tell me if it's non-negotiable. I'd rather not waste both our times trying to convince you when you've already decided." James shares why this matters.
The 360 feedback structure that works. But only if you have a facilitator. James explains why doing this yourself doesn't create safety for honest feedback.
The question that forces honesty. "Bring to mind my most problematic behavior." Freddie shares the full framework and why it works when normal feedback requests don't.
Why power distance kills feedback. As you get more senior, people stop speaking up. You read silence as approval. It's not. They're just calibrated to the hierarchy.
What happens in remote teams. Trust takes a lot to build, not much to break. Remote makes it harder. James and Freddie explain why this compounds the problem.
The reality:
It's hard for founders to get honest feedback on how they're actually experienced.
Your team will only push once, maybe twice. Then they stop. That's not them being not brave. That's just the dynamic.
If you're asking the question "how do I not become an asshole," you're probably not the one at risk.
One action: Listen to the end for what to do today if you want honest feedback.
Submit your questions: hello@peer-effect.com
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Founders talk about values all the time. But do they actually drive growth?
In this episode of Peer Effect, James Johnson speaks with Allison Kopf, CEO of TRACT, about how to turn company values into real operating principles that improve hiring, retention and performance.
Allison shares practical frameworks for building mission-driven teams, running values workshops, hiring for cultural alignment and scaling culture from startup to Series A and beyond. This conversation is packed with actionable advice for founders who want to build high-performing teams and scale faster.
You will learn:
• Why values should shape strategy and execution
• How to hire using a values-based interview process
• Mission-driven vs mercenary founders
• When to refresh company values as you scale
• How to embed values into performance reviews and OKRs
• Practical steps to run a values workshop with your team
If you are scaling a startup and want your team rowing in the same direction, this episode is for you.
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"My best performing team member is also my worst behaved. What should I do?"
Jack sent this to James Johnson and Freddie Birley for Peer Effect Post Bag.
The answer is clear: one is worse than the other.
What you'll hear:
Why under-behaving vs underperforming are fundamentally different problems. James explains which one is more detrimental to your business and why most founders get this wrong.
The myth of "this person is irreplaceable." James and Freddie have seen this story play out dozens of times. It always ends the same way. The pattern they reveal will surprise you.
How to have the conversation without making it worse. There's a specific way to frame it so they actually hear you. Most founders skip the critical first step.
Why you shouldn't take ownership of their change. Where the line is between supporting someone and trying to rescue them. James explains what's in your control and what isn't.
The hidden cost nobody talks about. It's not about team performance. It's about what it does to you as a founder. James shares how long he spent on one person and why he wishes he'd acted sooner.
When to accelerate clarity vs when to wait. If you know it's a priority, the conversation does one of two things. Both are good. James and Freddie explain why procrastinating costs more than acting.
The reality:
This conversation requires preparation. But avoiding it costs more than having it.
The headspace these situations take is enormous. It affects your enjoyment, motivation, and excitement about the business.
One action: Listen to the end for how to know if you should have this conversation now.
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Clementine Schouteden built a multimillion-pound e-commerce business selling premium products for Guinea pigs.
Not small pets. Not rodents. Just Guinea pigs.
As founder and CEO of Kavee (bootstrapped across UK, Europe, and US), Clementine spent 10 years being asked "why not expand?"
Her answer changed how to think about focus.
What you'll hear:
Why 100% relevance to a small community beats 1% relevance to millions. Clementine explains the math behind this that most founders miss. It's not what you'd expect.
The choice she made at the growth inflection point. Expand to more species or expand geography? One would've been a vanity move that probably killed the business. The other built the foundation for everything.
How to create a market that didn't exist. Before Kavee, there was no premium Guinea pig market. Clementine built an eight-figure market from scratch. She explains what that actually requires.
The shift that unlocked growth after two flat years. Clementine changed one question she asks about everything. That question changed how her team works, how they ship, and what they're willing to do.
Why she gives her team permission to miss deadlines. This sounds risky. What actually happened will surprise you.
What "ambitious actions" means vs ambitious words. Clementine was always ambitious. But there was wishful thinking in the middle. She breaks down what changed.
The question every founder should ask. "What does my business need that I can give it?" How Clementine answers this determines everything.
The reality:
Focus is underrated. Most founders spread too thin too early. Clementine was nowhere near tapping her market when people said expand.
Going narrow built muscles she can use anywhere.
One action: Listen to the end for the question that changed everything.
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"What do I do if I feel like my co-founder is micromanaging me?"
Anna sent this to James Johnson and Freddie Birley for Peer Effect Post Bag.
The first question they ask: are they actually micromanaging you, or do you just feel that way?
The distinction matters. Because micromanagement is usually a symptom, not the problem.
What you'll hear:
The co-founder assumption that's often wrong. Most people assume co-founders means equal shares, equal power, and started together. James worked with co-founders where none of that was true. The misalignment at the heart of their dynamic explained everything.
Why founders micromanage when they feel out of control. There's a specific pattern James and Freddie see repeatedly. It's not about trust. It's about something else entirely. Once you understand it, the behaviour makes sense.
The one-way contribution problem. When one co-founder can contribute everywhere but the other can't, it creates a specific tension. James and Freddie break down how to navigate this without it killing the relationship.
James's rule to his team that changed everything. "Don't ask me my opinion unless you really need it." Why this matters and what it reveals about decision-making.
Why feeling untrusted kills performance. The emotional weight of micromanagement doesn't just affect the relationship. It has a ripple effect on the work itself.
The reality:
Micromanagement means something else is broken. Unclear expectations. Unclear roles. One person feeling out of control. Performance issues underneath.
James and Freddie break down how to diagnose what's actually happening and what to do about it.
One action: Listen to the end for what to address first if you're feeling micromanaged.
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Fabien Koutchekian built his first company with two co-founders. They were completely misaligned.
After one year, Fabien left. The company failed.
As Co-Founder and CEO of Genomines (plant-based metal extraction, £45M Series A, 30 people across France and South Africa), Fabien's second attempt went very differently.
Here's what he learned about choosing and working with co-founders.
What you'll hear:
The questionnaire that reveals misalignment before you start. There are specific questions you can ask your co-founder before you begin. Compare answers. Fabien shares what actually matters and what questions most people miss.
Three warning signs your co-founder relationship is failing. Fabien breaks down the early signals he missed in his first company and what he tracks now. If you're seeing these, you have a problem.
How to track productivity from day one. This is your early warning system. Fabien explains how to define productivity for your specific business and why tracking it weekly changes everything.
The unified front rule. Fabien and his co-founder have one rule they never break. It creates safety in the organisation for creative conflict. He explains why this matters more than most founders realise.
Why complementary skills matter. Are you bringing the same skills to the table or different ones? Fabien explains how to assess this and why it determines whether you need this co-founder or not.
How the relationship gets stronger under pressure. When they raised £45M Series A - the most stressful time - they got closer, not more critical. Fabien explains what this signal means and why the opposite is a warning.
When to leave. Fabien left his first company after one year. Deep down, he knew it wasn't working. He shares how to recognise when it's time to go.
The reality:
The wrong co-founder is worse than no co-founder.
Fabien now works with someone where stress brings them closer together. They've gone from lab to field in 5 years. Industry standard is 10+ years.
That's what the right co-founder partnership enables.
One action: Listen to the end for what to assess about your co-founder relationship today.
Submit your questions: hello@peer-effect.com
One action: Listen to the end for Fabien's specific advice on what to assess today.
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"How to allow for team member personal challenges as a founder?"
Katy sent this to James Johnson and Freddie Birley for the Peer Effect Post Bag. James's immediate response: "I always struggle with this."
This question has no easy answer because personal challenges could mean anything: mental health, divorce, bereavement, or family crises.
Here's what James and Freddie break down:
The core principle James always comes back to. You should look after everyone. But you can't look after one person at the expense of everyone else.
When you overprotect one person, it impacts the whole team.
The transparency paradox. It's sensitive, so people don't want to share broadly. But without context, the team lacks empathy. When they're negatively impacted by someone's behavior or absence without understanding why, they can't be human first.
Time horizons matter. A couple of weeks is very different from six months or a year.
What support actually means. Support doesn't mean carte blanche to behave however you want.
You can't be a coach to someone you manage. If you can fire someone, you can't be their coach. Your incentives are conflicted.
What can you do as a manager? Give this a listen to find out
One action: Listen to the end for how to think about boundaries in these situations.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Neil Tanna's early fundraising mistake: he could articulate the hero perfectly. But he couldn't explain the villain.
As founder of Howbout (6 million users, backed by VCs and the Sidemen with 300 million followers), Neil learned the hard way that the hero makes no sense without the villain.
Investors don't care if you can describe your solution. They need to understand the problem you're solving - viscerally.
What you'll hear:
Why early Howbout messaging failed. They focused on the solution (social planning app) without making the problem (losing touch with friends) crystal clear. They were brilliant at the hero. Terrible at the villain.
How the villain evolved as users actually used the product. Initially: scheduling pain, the back-and-forth of group chat. But users weren't just planning events - they were putting their entire lives in the calendar. Everything. The real villain became "losing touch with friends in a world pushing you toward creators over actual connection."
What to do when users redefine your product. Howbout positioned as "social planner." Users turned it into a "platform to share time." Gen Z were adding when they're on their period, when they have dates, everything. Why? Because they're digital natives who share their live location with 5-15 friends. Time is the same.
How to pitch the same business to different audiences. US VCs: "Why are we talking about monetisation?" European VCs: "Why are we talking about anything else?" At seed, 10x more monetisation talk. At Series A, barely mentioned it. You have to evolve your story based on who's listening.
Why you need to define your ethos, not just vision/mission. What is the emotional reason someone uses your product? Why do they share it? Why do they pay for it? Everyone in your business should articulate this in a couple sentences. This is your right to win.
The CFO growth hack. Every friend group has a Chief Friendship Officer - the Type A planner, the micro-influencer. Neil targeted them through Instagram memes.
Why focusing on everyone means no one. Howbout only focused on UK 18-22 year olds initially. Then proved US growth before Series A. If you try to be everything to everyone, your messaging becomes mud.
The insight:
Listen to find out 😆
One action: Listen to the end for Neil's framework on defining your right to win.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"What do I do if I feel like I can't trust my co-founder?"
Dan sent this to the Peer Effect Post Bag. And if you're asking this question, James Johnson and Freddie Birley know it's probably not the first time you've had that thought.
This is Season 6 of Post Bag. James and Freddie are founder coaches who've worked through dozens of co-founder conflicts.
Here's what they break down:
Trust has two components.
(1) Do they have my back emotionally? Are they loyal?
(2) Can I consistently count on them to follow through on what they say?
Which one are you actually struggling with? Most people can't separate the two. Once you identify it, you can address it.
Most co-founder conflict is misalignment on roles and responsibilities. Not personality clashes. Not values misalignment. Just ambiguity around what each person is supposed to do and be accountable for.
You need clarity on two types of expectations. Business expectations: roles, responsibilities, vision alignment. Personal expectations: how you treat each other as humans, not just co-founders. Most people skip the personal conversation entirely.
How to actually have the conversation. Express your feelings. Take responsibility for them. Express your need clearly. Give the other person a chance to know what they could do differently.
You can't control your co-founder. Only your own response. Only your communication. Only whether you create conditions that increase likelihood of it working. If they're not open to feedback, not willing to discuss, not willing to change - that's significant risk to the business.
Trust can be rebuilt. The idea that "once trust is broken, it's gone" is wrong. Trust can absolutely be rebuilt. It takes time, consistency, great communication, and willingness from both people. But it's possible. Sometimes relationships are stronger after because you've had the hard conversations.
Crisis either brings you closer or makes differences obvious. Power together or power apart. You don't have to be attached to a certain outcome. But you do have to be willing to have the hard conversations.
One action: Listen to the end for James and Freddie's specific advice on what to address first.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Dr. Christian Schmierer has 80 people. In two years, he'll have 150-200.
As CEO and Co-Founder of HyImpulse (building rockets with paraffin fuel, €74M+ raised, successful launch May 2024), Christian knows the challenge isn't just hiring 120 people.
It's avoiding silos, slow processes, and bloat.
The decisions he makes now will define what the company looks like at 200-400 people.
What you'll hear:
What you're actually building at 50-80 people. Not just executing today's work. You're laying foundations for what the company will be in five years. How you set up hierarchy now, what processes you create, how you handle communication: these decisions compound.
Why you can't just scale up. You don't launch the same rocket from Earth as from Mars. Different gravity, different atmosphere, completely different design needed. Same with companies. Different sizes need different structures.
How to avoid silos while adding structure. Christian wants to keep flat hierarchy and agility while growing to 200. That creates questions: How do you make decisions without clear hierarchy? How do you communicate? They're working through this now.
Why organisational work never feels urgent. Your daily business always has more pressing things. But you need to reserve space for culture, communication, processes. These are difficult to measure. German engineers especially struggle with this: "It's not factual, why worry about it?" But it matters.
What binary events do for focus. Rocket launches force the entire company to align. Six months before a launch, everything focuses on that one goal. Clear milestone, no ambiguity.
How four technical co-founders actually work. Weekly meetings when they manage it. Different focuses in their roles. Different points of view. But almost every decision for seven years has been unanimous. Coming from the same background helps.
The insight:
At 50-80 people, you're making foundational decisions about how your company operates. Get them wrong and you'll have silos, slow processes, and bloat at 200.
Christian also shares what happened during three years when HyImpulse stayed at 50-60 people. Huge product progress, but a stable team. That period transformed how they think about organisational design.
One action: Listen to the end for what to make time for even when it's not urgent.
Submit your questions: hello@peer-effect.com
More from James:
Connect with James on LinkedIn or at peer-effect.com
"Fundraising is distracting and draining. How do I cope?"
Dave sent this to the Peer Effect Post Bag. And James and Freddie's answer challenges the question itself.
If fundraising is your responsibility as a founder, calling it a "distraction" reveals the problem. That framing guarantees you'll feel distracted during it, which means you won't perform as well as you could.
This is Season 6 of Post Bag. James and Freddie are founder coaches who've worked with dozens of scale-ups through fundraising cycles.
The insight:
If you see fundraising as a distraction from "real work," you'll feel distracted. Reframe it as your number one priority for that period - and everything changes.
Fundraising isn't something you do to enable the business. When you're in it, it IS the business. Securing funding is what lets you hire, scale, make payroll, do everything you say you want to do.
What you'll hear:
Why each investor conversation should be a learning opportunity (what landed, what didn't, what questions you answered well, what to improve)
The founder who hates fundraising but crushes it every time, because she treats it as her one thing
The "is it you or your team" question: If you say it's the team, it's probably you. If you say it's you, it's probably the team.
Why you need a team that can survive without you, because if you're fundraising every 2 years for 3-6 months, you're spending 25% of your time away from the business
How to know if you've made yourself the bottleneck
Why "you're the prize" changes the power dynamic (it's a two-way process, not begging)
What to focus on beyond the outcome: connections, learning, communication skills, and understanding what you want in an investor
The reality check:
Fundraising is brutal for the ego. It's humbling. People pick apart your baby. Half-listen. Don't respond to follow-ups. But if you give it your all, treat it as your priority, and learn from every conversation, you'll be successful even if you don't enjoy it.
And if you describe yourself as chaotic or ADHD, knowing your #1 priority becomes even more essential. The founders who succeed despite the chaos are the ones who can focus when it matters.
One action: Listen to the end for how to reframe fundraising before you start.
More from James:
Connect with James on LinkedIn or at peer-effect.com
At a VC, deals are literally the business.
But Rachel Townend's philosophy? People first, always.
As Chief of Staff and General Partner at Illuminate Financial - employee #1, 12 years, fourth fund, Rachel's watched what happens when founders get this right versus wrong.
Her take: Without the right people in the right seats, you can't do deals. It's a multiplier effect. Good people attract good people. Get the first hires wrong and everything compounds negatively.
This episode breaks down how to build a people-first culture from day one, why frameworks matter more than you think, and how Illuminate does things differently from typical finance culture.
You'll hear about sharing carry with everyone (not just deal makers), building a culture that scales, the performance and behaviour framework, and why starting early beats retrofitting later.
Rachel also covers the zero-based org chart exercise, why onboarding gets skipped, and what founders need to carve out time for today.
One action: Listen to the end for Rachel's specific advice.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Most VCs work non-stop and still feel like they're failing. They do 2x the deals of their peers. They're at every event. And they still feel like they're not doing enough.
What James Johnson and Freddie Birley reveal in this episode is what VCs won't say publicly: the loneliness, the ambiguity, the constant feeling of underperforming despite objectively crushing it.
What drives this?
Founders want freedom. VCs want peak performance. When you're optimizing for achievement but venture's ambiguity makes it impossible to define what "good" looks like, you're stuck in perpetual dissatisfaction.
In this episode:
Why most VCs feel like they're failing even when they're crushing it
The loneliness both founders and investors experience (and why both jobs are more similar than different)
What actually drives each group - and why this explains why they talk past each other
How to shift from outcome obsession (exits - out of your control) to input control (craft mastery - in your hands)
For founders: Understanding this changes how you work with your board
For VCs: This is the validation you didn't know you needed
This is Peer Effect Post Bag - James and Freddie answering your toughest questions.
More from James:
Connect with James on LinkedIn or at peer-effect.com
You spent a year building a feature. Someone just replicated it in a day using AI.
This isn't hypothetical. Roei Samuel is watching it happen in real-time. As founder of Connected - a marketplace helping 5,700 fractionals work with scale-ups - he's spinning up products daily that took his team a year to build in 2020.
His conclusion? Unless you're building quantum computing or genuine deep tech, your technology moat is dead. AI killed it.
Here's what makes this different:
Roei isn't being dramatic. He built and sold a media company that scaled to 9 million monthly users, worked with the Premier League, NBA, and NFL, and joined the senior management team of a PLC at 26. He's seen what creates lasting value.
And his take is clear: product doesn't create defensibility anymore. Network effects do. When every feature can be replicated in weeks, the only moat is how your users create value for each other - and how hard that is to reproduce.
You'll learn:
Why AI just eliminated technology moats. What took a year to build in 2020 now takes a day. Your 10% optimization? It'll be copied in months. The only defensible businesses are built on network effects and brand—mechanisms competitors can't easily replicate.
What network effects actually mean. It's when one user's participation improves the experience for all users. Could be data (more users = better matching), could be multi-sided supply (Roei's fractionals average 3 roles each, solving the liquidity problem), could be customers becoming promoters.
How most businesses can access network effects. You don't need to be a marketplace. If you're good at turning customers into promoters—testimonials, LinkedIn posts, word-of-mouth - you're building network effects. The best businesses layer multiple mechanisms.
Why hiring full-time is becoming the last resort. Smart founders now think: (1) What can I automate? (2) What requires a fractional specialist? (3) Only then, do I need full-time? This isn't theory - startups on Connected average 3.7 fractionals each.
How to solve marketplace liquidity problems when starting. Don't try to build both sides simultaneously - it kills companies. Use SaaS-enabled networks: give one side free tools (dashboards, benchmarking) while you populate the other side. Roei did this launching Connected in the US.
Why you shouldn't scale until you nail cohort metrics. Don't worry about growth. Start with 150-200 users. Measure daily active usage, retention, behaviors that drive engagement. Roei invested in Lapse based purely on cohort analysis—they raised £8M seed, then £30M Series A from Greylock. Zero monetization. Just strong network effect metrics.
How to identify your specialty if going fractional. Lean into where you deliver tangible results fastest. Not what you're best at. Not what's most fun. Where can you prove ROI in 6 months? That's your first case study. That's how you build track record.
Why living out of alignment destroys everything. Roei's real mission isn't about fractional work - it's about helping people live authentically.
The reality check:
This isn't anti-product. Product still matters. But product alone won't save you when competitors can replicate features in weeks. Network effects create the compounding advantages that turn good products into defensible businesses.
If you're building a business in 2026 and you haven't thought about network effects, you're building on sand. AI just raised the stakes.
One action: Listen to the end for Roei's hiring sequence every founder should use immediately.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"What do I do if my investors tell me to fire a bunch of my team?"
Alex sent this question to the Peer Effect Post Bag. And the answer from James Johnson and Freddie Birley cuts deeper than "evaluate your team."
This is Season 6, Episode 1 of Post Bag—where founders, CEOs, and leaders submit their hardest questions and get straight answers from two coaches who've worked with dozens of scale-ups. No fluff. No corporate speak. Just practical takes on the problems that keep you up at night.
Here's what makes this different:
The question seems straightforward: investors say fire people, what do you do? But James and Freddie immediately go two levels deeper.
First: Is your team actually the problem?
Second (and this is the one most founders miss): Why are you even asking this question?
The reality check:
This isn't about whether your team needs changes. That's the surface question. The deeper issue is: who controls your business? If you feel like your board does, you've already lost. They're there to enable and magnify you, not direct you.
Disagreements often come from fundamental misunderstandings. High stakes and exhaustion make founders defensive. And once you're defensive, you're reactive. Once you're reactive, you've given up control.
If you're asking "what do I do when investors tell me X," the real question is: why are you asking permission?
One action: Listen to the full episode for James and Freddie's complete framework on founder-board dynamics.
More from James:
Connect with James on LinkedIn or at peer-effect.com
You've got £250K in the bank. You're profitable. Everything looks fine.
Then your VAT bill hits and you're scrambling. Or a major client payment is 60 days late and suddenly you can't make payroll.
Marc Obrart has seen this exact scenario play out dozens of times. As co-founder of Fin House, he provides finance teams and CFOs to 50+ scale-ups. And the pattern he sees most often? Founders managing by their bank account instead of understanding the two stories every business tells.
Here's what makes this different:
Marc's not talking about hiring expensive CFOs or implementing complex ERP systems. He's talking about getting the basics right - and most founders don't have them in place.
His approach is simple: finance should be embedded in your business, not isolated in a dark corner. When finance is done right, you have access to forward-looking data that lets you make confident decisions about hiring, marketing spend, and growth.
You'll learn:
Why your bank balance is a terrible way to manage your business. It tells you where you are now, not where you're going. Founders look at £250K and think they're fine—then their VAT bill goes out in three days and they've forgotten to connect the dots.
The rolling 13-week cash flow framework and why this specific timeframe matters. In 13 weeks (roughly 3 months), you should know everything: new hires coming in, monthly payroll, payment terms from customers (30-90 days), supplier obligations. This is your Bible. If you don't have this, you're flying blind.
Why VAT catches founders out more than margins, profitability, or any other metric. It's a red herring—you're collecting it, sitting on it, and then suddenly you owe £150K and don't have the cash because you thought it was available. Ring-fence it. Track available cash separately.
The two stories your business tells: your profit story (management accounts) and your cash story (cash flow). These are completely different. You can be profitable and run out of cash. You can have cash and be unprofitable. Get your profit wrong, you have time to fix it. Get cash wrong, you're out of business in 30 days.
Why you probably don't need an ERP system or NetSuite. Most businesses can run on Xero with proper bookkeeping, controls, and forward-looking insights. Don't overcomplicate it.
How to know if your finance setup is useful. If you're skipping pages in your management pack, they shouldn't be there. If you don't understand something, it's not simple enough—and that's the finance team's fault, not yours.
Marc also shares his background as an FA-qualified football coach and how explaining tactics to 9-year-olds taught him to simplify finance for founders. The crossover is remarkable: clear, concise messaging that people can actually understand and act on.
The reality check:
This isn't about fancy systems or complicated models. It's about nailing the basics: up-to-date bookkeeping, a rolling 13-week cash flow, and understanding your 3-5 key KPIs (not 25). If you don't have these in place, you're managing by gut feel—and that's how businesses end up in trouble.
If you've been managing by your bank balance or avoiding your finance function because it feels too complicated, this episode shows you exactly what to fix.
One action: Listen to the end for Marc's single recommendation every founder should implement immediately.
Questions? Email hello@peereffect.com or find us on LinkedIn.
More from James:
Connect with James on LinkedIn or at peer-effect.com
PR feels like an unquantifiable luxury when you're trying to hit profitability. But Harrison Duhr has helped hundreds of startups use media to drive actual business outcomes - fundraising, hiring top talent, and landing ideal customers.
As Head of North American Brand at London and Partners, Harrison's secured coverage in CNBC, Bloomberg, Fortune, and TechCrunch for startups scaling between the UK and US. But his approach completely flips the traditional PR playbook.
Here's what makes this different:
Harrison's not talking about press releases or chasing tier-one publications on day one. He's showing you how the PR landscape has fundamentally shifted - and why the independent media trend is where smart founders are focusing their energy now.
You'll learn:
Why Wall Street Journal coverage isn't the right first move (and what actually builds momentum)
The independent media opportunity that's wide open right now - and why journalist-turned-founders are your ideal partners
How to build PR relationships that tangibly support fundraising rounds, customer acquisition, and hiring
The one tactic that puts you in rooms with investors and ideal customers without any cold outreach
Why testing your narrative internally comes before pitching externally
The cultural nuance between pitching in New York vs. London that trips up most founders
The reality check: This isn't quick-win PR. Harrison built a Bloomberg partnership over 8 months. But those relationships compound - they drive business outcomes, not just vanity metrics.
If you've been treating PR as "nice to have," this episode shows you exactly how to make it drive revenue.
One action: Listen to the end for Harrison's single recommendation every founder should act on immediately.
Questions? Email hello@peereffect.com or find us on LinkedIn.
More from James:
Connect with James on LinkedIn or at peer-effect.com
After 9 conversations with entrepreneurs and business leaders, three patterns emerged about scaling successfully.
In this Season 5 recap, I share the key lessons from conversations with founders like Mark Shepherd (Gathr), George Sullivan (Sole Supplier), and Gaurav Bhattacharya (Jeeva AI), plus insights from Darcy Martin (Outward VC) and Steve Duncan (C Studios).
The 3 patterns:
Pattern 1: Vulnerability is the unlock, not the weakness Mark launched a 10,000-member community with a LinkedIn post about mental health. Asim went from contemplating suicide to building mental health platform Plumm. Kate lost passion until she invested in personal development. The insight? Successful founders admit "I'm struggling" instead of projecting false certainty.
Pattern 2: Strategic resource allocation beats grinding George turned down VC investment knowing it would break him. Gaurav walked away from $2.5M ARR to pivot (now 300 customers in 9 months). Steve's Monday WIN list connects weekly tasks to annual goals. The insight? Real resilience is saying no strategically.
Pattern 3: Peer learning accelerates growth Mark built his business around genuine peer connections. Darcy helped one founder get their first US enterprise client through a single introduction. The insight? No one scaled alone - everyone mentioned coaches, mentors, or peer groups.
Here's the thing: These patterns work together. You can't access peer learning without vulnerability. You can't allocate resources without outside perspective. You can't be vulnerable without psychological safety.
Your challenge: Pick one pattern and do one thing this week - have one honest conversation, create your Monday WIN list, or make three specific asks to your network.
Season 6 launches in 2026. Subscribe so you don't miss it.
More from James:
Connect with James on LinkedIn or at peer-effect.com
LinkedIn feels noisier than ever. AI posts, surface-level expertise, endless scroll. So is it still worth your time as a founder?
James Johnson and Freddie Birley tackle the question: should you still be posting on LinkedIn in 2025, or is there a better way to build your personal brand?
The honest answer: It depends on what you're trying to achieve.
Are you building for speaking opportunities? Attracting clients? Hiring talent? Or just holding yourself accountable to write? The strategy changes completely based on intention - and most founders skip this step.
What you'll learn:
- Why the more you use LinkedIn, the worse it feels
- The exact question to ask before spending another hour on social media
- How to know if LinkedIn is right for your goals (or if you're wasting time)
- The 80/90% delegation model that cuts your time from 10 hours to 1 hour/week
- Alternative ways to build personal brand without LinkedIn
- Why committing to one strategy beats trying 500 things at once
Key insight: Personal brand ≠ LinkedIn. If you've decided it's right, commit fully. But if you're doing it because "everyone says you should" - pause.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Your VCs have hidden value beyond capital. Most founders never ask for it.
D'Arcy Martin has been Head of Platform at Outward VC for six years. She's watched hundreds of funding rounds close. And there's one pattern she sees: founders who treat VCs like a bank account versus founders who extract every ounce of value.
The difference? They ask.
In today's episode, I'm joined by D'Arcy Martin, who sits at the intersection of founders, LPs, and portfolio companies at Outward VC. Her job is connecting dots most founders don't even know exist. LP introductions that become your biggest clients. Portfolio partnerships that unlock new markets. Co-investor networks that solve your hardest problems.
But here's the thing: if you don't ask, you don't get.
The hidden benefits we unpack:
- Why you should reference-check your VCs before signing (and how to do it)
- What value adds beyond capital: sector expertise, LP networks, portfolio ecosystems
- Why VCs are startups too (and what their fundraising journey means for you)
- How to build your dream funding round (and which specialisms to prioritise)
- Why some founders get way more attention than others
- The "Christmas list" strategy: What to ask for right now
D'Arcy shares the story of one founder who sat down for a catch-up, shared they were selling to similar customers as another portfolio company, and D'Arcy connected them. Today they're doing a joint partnership and it's one of their first enterprise clients in the US.
👆 If you've raised capital (or you're about to), and you want to know how to extract way more than just money from your investors, this conversation shows you exactly what to ask for.
About D'Arcy Martin
D'Arcy Martin is Head of Platform at Outward VC, where she's been for six years – almost from the fund's first close. Starting during a graduate rotation programme at a bank that was a founding LP, Darcy convinced the team to let her stay beyond the three-month rotation. She's tried every role in the fund and built what "platform" means at Outward from the ground up.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"You're in it together, then you're on a pedestal, then you're a statue."
In this Post Bag episode, James and Freddie Birley tackle one of the most honest questions we've received: Why does success often feel more isolating than the early startup days?
From sitting in rubbish pubs with your first team believing in the vision, to suddenly being on a pedestal where everyone expects you to have all the answers, to becoming a "company relic" that new hires have never even met - the journey of scaling can be lonely.
But here's what makes this conversation different: we don't just acknowledge the loneliness; they show you why it's normal, why it sometimes serves you, and most importantly, how to fill that deficit in your life.
Together we unpack:
- Why early-stage camaraderie is so powerful (and why it can't last forever)
- The three stages of founder isolation: in it together → on a pedestal → becoming a statue
- Why your team can't be your friends at a certain scale (and that's okay)
- How projections and expectations create distance even when you're surrounded by people
- The trap of trying to "get back" to your old life vs creating a new one
- Why vulnerability is required to build new connections (even when it's uncomfortable)
- Practical strategies for re-cultivating connection outside your business
👆 If you've ever felt like you've scaled yourself into isolation, or you're five years in and realizing you've lost touch with everyone outside your business - this conversation will help you see it differently.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Your business is running you. Not the other way around.
Steve Duncan spent 20 years in the same company but built three different businesses. His secret? He stopped playing defense and started playing offense.
Here's what that actually means: You're either dictating what happens in your business, or you're reacting to everything thrown at you. One feels like control. The other feels like drowning.
In today's episode, I'm joined by Steve Duncan, Managing Director of C Studios. After starting as an intern, Steve has launched three entrepreneurial ventures by staying on offense – even when everything around him screamed "just react and survive."
The frameworks we unpack:
- Instinct vs impulse: One builds your business, the other destroys it
- The activator trap: Why fixing everything immediately keeps you stuck
- The 10-minute rule: Why breakthrough thinking feels unproductive at first
- The Monday WIN list: What's Important Now (and how it connects to your annual goals)
- When playing defense is actually okay (and how to get back on offense fast)
Steve's view is simple: You can never be on offense all the time, but aim for 60/40, maybe 70/30 on a good week. When you're only spending 20-30% of your time on offense, that's where it gets concerning.
👆 If you're drowning in reactive mode, constantly putting out fires, or feel like you've lost control of your week, this episode gives you the exact framework to take it back.
About Steve Duncan
Steve Duncan is Managing Director of C Studios, a place marketing agency working with destinations like Austria, New York, Amsterdam, and Puerto Rico. After starting as an intern 20+ years ago, he's stayed within the same company family by being given three entrepreneurial opportunities. His latest venture launched a European subsidiary three years ago, proving that sometimes the grass is greener when you water your own side.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"How do you separate your identity from the company's success or failure?"
That's Alex's question – and it's one every founder grapples with, especially in those vulnerable early stages.
Welcome to the Peer Effect Post Bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we explore the dangerous trap of calling your business "your baby," why that language might be taking critical options off the table, and how to create healthy separation between yourself, your team, and your company.
In this episode, we unpack:
- Why your identity and company identity need to be separate circles (with your team as the third)
- The danger of calling your business "your baby" and when that language stops serving you
- How to know when your identity is helping versus harming you and the company
- Why "I'm only successful if my company is successful" can keep you stuck
- The three-tier check: Is this serving me? My team? My company?
Plus, Freddie shares her emotional journey of putting her flat on the market after six years and what it taught her about change and timing.
👆 If you're struggling to separate yourself from your company's performance, or wondering whether your attachment is helping or harming you, this conversation will give you a framework for healthier founder psychology.
Got a question for the Post Bag? Send it to hello@peer-effect.com
More from James:
Connect with James on LinkedIn or at peer-effect.com
"We were adding customers, losing customers, adding customers, losing customers. We were stalling."
Gaurav Bhattacharya had $2.5M ARR and 50 customers. On paper, things looked fine. But momentum wasn't there. Instead of pushing harder, he split his company in two – and nine months later, Jeeva AI had 10,000 users and 300 enterprise customers.
In today's episode, I'm joined by Gaurav Bhattacharya, Founder and CEO of Jeeva AI. After successfully exiting his first healthcare AI startup, Gaurav spent five years building a data intelligence platform to $2.5M ARR before recognising it would never become the great business he wanted. His solution? Split the team in two – one to keep the lights on, one to prove product-market fit for a completely new idea. The result was Jeeva AI, a sales intelligence tool that exploded to 10,000 users in nine months.
Together we unpack:
- How to decide when a "good" business will never become great
- The two-team strategy: keeping lights on whilst proving new product-market fit
- Why pattern recognition is the most underrated founder skill
- How to pivot without killing team morale or burning investor relationships
- The shift from enterprise sales to PLG (and why it required completely different muscles)
👆 If your business is functioning but not truly moving, or you're wondering whether it's time to pivot, this conversation will give you a framework for thinking through your next step.
About Gaurav Bhattacharya
Gaurav Bhattacharya is the Founder and CEO of Jeeva AI. After successfully exiting his first healthcare AI startup, Gaurav spent five years building a data intelligence platform to $2.5M ARR before pivoting to Jeeva AI – a sales intelligence tool that grew to 10,000 users and 300 enterprise customers in nine months. His journey proves that knowing when to walk away is as important as knowing when to persist.
Connect with Gaurav Bhattacharya on LinkedIn: https://www.linkedin.com/in/gaurav-agentic/
More from James:
Connect with James on LinkedIn or at peer-effect.com
"When everything looks like it's working, how do you avoid getting complacent?"
That's Sarah's question - and it's the dream problem most founders wish they had.
Welcome to the Peer Effect Post Bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we explore what happens when you finally reach that rare moment where nothing's on fire, your team is stable, clients are happy, and your numbers look good. The question is: how do you use that gift of time without falling into complacency or wasting the opportunity?
In this episode, we unpack:
- Why it's so rare for founders to feel like everything's working (and why you should celebrate when it happens)
- The difference between urgent tasks and important non-urgent work that drives real impact
- How to shift from executor mode to creator mode when the fires aren't burning
- Why "slow is smooth and smooth is fast" – and how to use breathing room strategically
- The importance of gathering feedback and reconnecting with your team during calm periods
Plus, James and Freddie discuss the founder isolation paradox – how coaches support 10-12 founders whilst having no one to support them, and why peer networks matter.
👆 If you're in that rare moment where things feel stable, or you're wondering how to make the most of breathing room when you finally get it, this conversation will help you turn that gift into a strategic advantage.
Got a question for the Post Bag? Send it to hello@peer-effect.com
More from James:
Connect with James on LinkedIn or at peer-effect.com
"78% of salespeople miss their sales targets. That means your entire revenue forecast is riding on just 22% of your team."
That's the brutal reality Matt Milligan discovered after spending years in go-to-market transformation – and it's what drove him to build Uhubs, a company that's now helping teams achieve 83% increases in revenue per head.
In today's episode, I'm joined by Matt Milligan, CEO and Co-founder of Uhubs, Forbes 30 Under 30 honouree, and former professional golfer. After playing on the IGT tour in South Africa, Matt moved into consulting at EY, where he built their startup network and observed the massive gaps in how companies hire, enable, and manage their sales teams. His solution? Combine quantitative data, qualitative assessments, and call recording analysis to identify what actually separates high performers from the rest – then use AI to create roadmaps that close the gap.
Together we unpack:
- Why relying on Salesforce dashboards alone misses the human component driving performance
- How first-time managers are the single greatest point of failure in most organisations
- Why managers spend all their time with underperformers (and how that kills your A players)
- The three data sources you need to truly understand what makes your best sellers great
- Why gut-feel hiring is killing your growth (and what to do instead)
👆 If you're a founder struggling to scale your GTM team, wondering why most of your sellers underperform, or trying to figure out where to invest your training budget, this conversation will give you a framework for driving real performance improvement.
About Matt Milligan
Matt Milligan is the CEO and Co-founder of Uhubs, a company helping revenue leaders identify and close performance gaps in their go-to-market teams. After a season as a professional golfer on the IGT tour in South Africa, Matt moved into consulting at EY where he built their startup network and cut his teeth on sales and go-to-market transformation. Recognised in Forbes 30 Under 30 and with Uhubs named Rising Star at London Tech Week, Matt has spent five years proving that you can use data and assessment to help companies achieve up to 83% increases in revenue per head.
Connect with Matt Milligan on LinkedIn: https://www.linkedin.com/in/matt-milligan/
More from James:
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"We're profitable, but VCs keep approaching us. Should I take their money or stay independent?"
That's the question from Neil that kicked off this Post bag episode – and it's one that keeps founders up at night.
Welcome to the Peer Effect Post bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we dig into the VC funding vs bootstrapping debate, exploring why profitable founders still consider taking investment and what really matters when making this decision.
In this episode, we unpack:
- Why you need to get clear on what you actually want before considering VC money
- The hidden reality of "giving up control" and what that really means day-to-day
- Why the grass always looks greener (VC founders want profitability, bootstrap founders want funding)
- How to evaluate if VC money is a vehicle for what you want or a distraction
- The shift from executor to creator as you scale and how that affects your decision
Plus, Freddie shares her thoughts on presence, quality over quantity, and why being fully present transforms both relationships and business outcomes.
👆 If you're wrestling with whether to take funding, feeling the pull of VC validation, or wondering if there's a "right" path, this conversation will help you think through what's actually right for you.
Got a question for the Postbag? Send it to hello@peer-effect.com
More from James:
Connect with James on LinkedIn or at peer-effect.com
"The realisation that I wasn't the best person for the job anymore was a big one."
Kate Sikora hit the 8–10 person tipping point in her business and realised everything had to change, including herself. What followed was a three-year journey from Kate 1.0 to Kate 3.0, transforming not just how she led, but the entire trajectory of Noble Performance.
In today's episode, I'm joined by Kate Sikora, Managing Director of Noble Performance, a Bristol-based SEO and search agency. After growing the business past that critical 8–10 person mark, Kate discovered that the scrappy, wear-all-the-hats approach that got her there was now breaking the business. Her solution? Invest in herself first – leading to less stress, more trust, better clients, and a team with genuine autonomy. Along the way, she also became a ceramicist (pottery throwing, not throwing pottery at people).
Together we unpack:
- Why the 8–10 person mark is a critical tipping point that requires complete reinvention
- How stress management and delegation aren't about control – just different types of control
- Why revisiting your values can completely reposition your business and client profile
- The concept of "speed of trust" and how it determines your growth rate
- How bringing your whole self to work (including vulnerability and flaws) makes you a better leader
👆 If you're approaching that 8–10 person mark in your business, or feeling like you're becoming the bottleneck, this conversation will show you how personal development directly impacts business performance.
About Kate Sikora
Kate Sikora is the Managing Director of Noble Performance, a Bristol-based SEO and search agency. After hitting the critical 8–10 person growth phase, Kate embarked on a transformative personal development journey that she calls evolving from Kate 1.0 to Kate 3.0. This wasn't just about leadership skills – it was about stress management, values clarification, and learning to bring her whole self to work. The result? A complete repositioning of the business, attraction of higher-quality clients, and a team that thrives on autonomy and trust. She's also recently taken up pottery throwing as the ultimate form of escapism.
Connect with Kate Sikora on LinkedIn: https://www.linkedin.com/in/katesikora/
More from James:
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"What got you here won't get you there."
James Johnson and Freddie Birley tackle the question: How do you scale yourself as a leader without losing what made you effective in the first place?
In this Post Bag episode, James and Freddie explore the tension between staying authentic and evolving as your company grows. They unpack why some founders thrive in the scaling phase while others feel completely drained, how to design your role around what energises you (not what you "should" do), and why comparing yourself to founder archetypes like Elon Musk or Steve Jobs is a trap.
The conversation also dives into Taylor Swift as a case study in reinvention (yes, really), the danger of judging your messy internal world against everyone else's polished external one, and why brutal self-awareness is your superpower.
Together they unpack:
- Why the survival phase skills become detrimental during scaling
- How to stay "in" the business without being stuck "in" the business
- The founder archetype trap
- Why burnout happens when you're not attuned to what energises you
- How to design your role around your strengths instead of "what a CEO should do"
👆 Struggling to scale yourself as a leader? Send your founder questions to hello@peer-effect.com
About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"I don't want to live a stressed out human experience. Mental health isn't a luxury – it's survival."
Asim Amin built Plumm, a Series A HR platform with 40+ team members, after standing on his balcony three nights in a row contemplating suicide. His journey from that dark place to building the future of work reveals a truth most founders won't admit: the mental health crisis is real, it's hidden, and it's getting worse. But there's a path forward that combines AI innovation with genuine care for people.
In today's episode, I'm joined by Asim Amin, founder and CEO of Plumm, an HR platform that started with mental health at its core and has evolved into a comprehensive people solution. After his mother's battle with depression, his own mental health crisis, and recently suffering a heart attack at a young age, Asim understands the direct link between mental wellbeing and physical health. His approach to building Plumm combines cutting-edge AI with a people-first philosophy – proving you don't have to choose between innovation and humanity.
Together we unpack:
- Why we're sitting on a mental health epidemic that founders are hiding behind LinkedIn posts
- How his heart attack revealed the physical toll of ignoring mental health
- Why Plumm pivoted from pure mental health to full HR platform during the cost of living crisis
- How to have honest conversations with your team about AI without creating fear
- Why upskilling people for AI is about doing more, not replacing them with less
👆 If you're a founder struggling with the pressure to "just push through," or wondering how to bring AI into your business without losing the human element, this conversation will give you a framework for building the future of work without sacrificing your wellbeing or your team's.
About Asim Amin
Asim Amin is the founder and CEO of Plumm, a Series A HR platform with over 40 team members. After experiencing severe depression and suicidal thoughts following property investment losses, Asim channelled his recovery into building a business that addresses the mental health epidemic he saw around him. When COVID brought mental health conversations to the forefront, Plumm grew exponentially – but the cost of living crisis forced a strategic pivot to a full HR platform. Today, Plumm combines mental health support, upskilling, coaching, and HR tools, proving that people-first and AI-forward aren't opposing forces.
Connect with Asim Amin on LinkedIn: https://www.linkedin.com/in/asimamin/
More from James:
Connect with James on LinkedIn or at peer-effect.com
"I'm struggling to let go of control as we grow. How do I trust my team without everything falling apart?"
Elizabeth's question exposes the founder's dilemma: you can't scale by doing everything yourself, but delegation feels terrifying. James Johnson and Freddie Birley tackle the pendulum swing from idealistic trust to micromanagement - and how to find equilibrium.
In this Post Bag episode, James and Freddie explore why founders feel out of control, why that drives destructive behaviors, and how to replace control with clarity and context. They unpack the myth of the perfect culture, why hiring the wrong person can actually be valuable, and what "structured freedom" really means.
Together they unpack:
- Why founders swing from "no KPIs" idealism to micromanagement hell
- The difference between controlling outcomes versus controlling inputs
- How to replace control with clarity, context, and the right rituals
- Why hiring the wrong person can teach you what great actually looks like
- The culture choice: accepting you'll get burned sometimes versus controlling everything
👆 Struggling to delegate without losing control? Send your founder questions to hello@peer-effect.com or find Freddie Birley on LinkedIn.
About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"I don't want to live a stressed out human experience. And that I think can be a choice."
Libby Swan has run Axioned, a global design consultancy, for 25 years without burning out. Her biggest insight? Staying calm isn't just good for your wellbeing - it's a competitive advantage that makes you a better leader, creates better team dynamics, and leads to smarter decisions.
In today's episode, I'm joined by Libby Swan, CEO and Co-founder of Axioned, a design consultancy with teams across the world. After starting her career at GE and spending years working internationally across India and the US, Libby has built a business rooted in sustainable growth rather than stress-driven hustle. Her journey includes learning from second-generation business owners, navigating the loss of her father-in-law, and discovering that clarity on your values is the foundation for calm leadership.
Together we unpack:
- Why second-generation founders stay calmer and what first-generation founders can learn from them
- How clarifying your value system creates a filter for what actually matters
- The danger of letting emotion drive prioritisation in the wrong direction
- Why ChatGPT can act as a "third person" to de-emotionalise difficult conversations
- How to find the sweet spot between calm leadership and maintaining high standards
👆 If you're a founder feeling overwhelmed by the pressure to hustle harder, or struggling to separate urgent from truly important, this conversation will help you build a calmer, more sustainable approach to leadership.
About Libby Swan
Libby Swan is the CEO and Co-founder of Axioned, a global design consultancy that has been operating for 25 years. With experience spanning corporate roles at GE to building multinational teams across India, the US, and beyond, Libby has developed a leadership philosophy centred on sustainable growth, clear values, and staying calm under pressure. She's proved that you don't need to sacrifice your wellbeing to build a successful business.
Connect with Libby Swan on LinkedIn: https://www.linkedin.com/in/libby-swan-axioned-enabling-digital-endeavours/
More from James:
Connect with James on LinkedIn or at peer-effect.com
"I hit my revenue goals but feel empty and unmotivated. Is this normal?"
Ryan's question hits different - because post-success depression is real, and most founders don't talk about it. James Johnson and Freddie Birley unpack why achieving your goals can leave you feeling deflated instead of euphoric.
In this Post Bag episode, James and Freddie explore the four energy levers that determine how you feel after a big win: purpose, people, progress, and pausing. They dive into why founders constantly move the goalposts, how this burns out your team, and why celebration isn't just nice-to-have - it's essential.
Together they unpack:
- The four energy levers and how to diagnose which one you're missing
- Why achievement never feels as good as you expect (and the Ironman trap)
- How constantly redefining success robs you of celebrating wins
- Why your team burns out when you don't pause to acknowledge progress
- The difference between celebrating yourself versus celebrating your team
👆 Feeling burnt out after a big milestone? You're not alone. Send your founder questions to hello@peer-effect.com or find Freddie Birley on LinkedIn.
About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"If I had taken investment in the early years, it would've wrecked me. I wouldn't have been able to deal with investors breathing down my neck."
George Sullivan turned his obsession with trainers into The Sole Supplier, a business driving £50 million GMV annually - without a single investor. His biggest insight? Bootstrapping isn't just about keeping control; it's about growing at a pace that matches your capacity as a founder.
In today's episode, I'm joined by George Sullivan, founder and CEO of The Sole Supplier, Europe's leading sneaker marketplace. After discovering parkour at 13 and building various side hustles, George launched Sole Supplier at 22 and has grown it over 12 years to work with the world's biggest brands, building a team of 30 and generating billions in content views. His journey includes navigating untreated ADHD, rejecting the toxic hustle culture narrative, and proving that sustainable growth beats venture-backed chaos.
Together we unpack:
- Why taking investment would have destroyed his business in the early years
- How ADHD can be both a superpower and a liability in fast-growth environments
- The danger of being bamboozled by credentials and investor pressure when you're young
- Why quality beats quantity and hustle culture is destructive for motivated founders
- How to validate spending decisions when bootstrapping with limited resources
👆 If you're a founder questioning whether you need investment to scale, or struggling to balance ambition with sustainable growth, this conversation will completely reframe how you think about building a business on your own terms.
About George Sullivan
George Sullivan is the founder and CEO of Sole Supplier, a leading sneaker marketplace that has driven over £50 million in GMV annually. After starting with parkour and various entrepreneurial ventures, George built Sole Supplier from the ground up without external investment, working with major global brands and building a community-focused platform. Over 12 years, he's proved that bootstrapping, when done strategically, can create a sustainable and successful business without sacrificing founder autonomy.
Connect with George Sullivan on LinkedIn: https://www.linkedin.com/in/george-sullivan-tss/
More from James:
Connect with James on LinkedIn or at peer-effect.com
"Everyone finds networking awkward - you're not alone."
James Johnson and Freddie Birley tackle your real founder questions in the Peer Effect Post Bag. No guests, no case studies - just honest answers to the stuff keeping you up at 2AM.
In this episode, James and Freddie answer the question every founder dreads: "I'm terrible at networking with clients. It feels forced and awkward. How do I actually get good at building genuine relationships?" Their answer? Stop performing and start being curious.
Together they unpack:
- Why everyone secretly hates networking (and how to reframe it)
- The power of asking questions you genuinely want answers to
- Freddie's go-to conversation starters (and her emergency "do you have pets?" exit question)
- Why one deep conversation beats meeting 100 people
- How to make networking a skill you actually practice, not just endure
👆 Got a founder question keeping you stuck? Send it to hello@peer-effect.com or find Freddie Birley on LinkedIn. Your question could be answered in the next Post Bag.
About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"Don't be afraid to be vulnerable. Networking isn't transactional, it's about building genuine connections."
Mark Shepherd turned a LinkedIn post about mental health and meeting for drinks into Gathr, a 10,000-member community of VCs, founders, and PE investors. His biggest insight? Authentic relationships beat business card collecting every time.
In today's episode, I'm joined by Mark Shepherd, founder and CEO of Gathr, Europe's leading community for founders and investors. After starting his career in strategy consulting and venture capital, Mark built what began as "London Tech Drinks" into a carefully curated network that prioritises genuine peer connections over transactional networking. His journey includes an unexpected MasterChef appearance, battling OCD and anxiety, and discovering that the best business relationships are simply friendships with people who share your mission.
Together we unpack:
- Why networking as a word is "horrible" and what you should focus on instead
- How to identify the right rooms to be in and why curation matters more than size
- The power of reciprocity and giving before taking in building lasting relationships
- Why vulnerability and authenticity create stronger connections than any sales pitch
- The art of quality introductions and why one perfect intro beats five mediocre ones
👆 If you're a founder who finds networking uncomfortable or transactional, this conversation reframes it as building authentic peer relationships that support both your business and mental health.
About Mark Shepherd
Mark Shepherd is the founder and CEO of Gathr, Europe's leading community of VC investors, PE investors, founders, and advisors. What started as a LinkedIn post has grown into a 10,000-strong community with events ranging from intimate 12-person dinners to sector-specific breakfasts for senior investors. Mark's mission is simple: help founders and investors build genuine peer connections that transcend transactions.
Connect with Mark Shepherd on LinkedIn.
More from James:
Connect with James on LinkedIn or at peer-effect.com
"Don't waste your chips on bad hands."
Dimitar Stanimiroff has been through multiple exits, some successful, some painful shutdowns. He co-founded WePow(acquired) and Heresy (shut down after 3.5 years). His biggest financial return came from joining Stack Overflow, not founding his own company.
In today's episode, I'm joined by Dimitar Stanimiroff, a seasoned SaaS founder, operator, and investor who's experienced both sides of the exit coin. After co-founding WePow and seeing it acquired, he started Heresy, raised $1M in venture funding, and ran it for 3.5 years before making the difficult decision to shut it down. He then joined Stack Overflow as an operator and helped scale it, resulting in his biggest financial return to date.
Together we unpack:
- Why "quitting on time feels like quitting too early" and the real cost of staying too long
- How to think of your entrepreneurial journey like poker chips; finite resources you can't waste
- The hard reality of shutting down a business after raising venture capital
- Why his mentor Joel Spolsky told him to quit just months after launching
- When plateauing milestones become warning signs it's time to fold
👆 If you're a founder struggling with the decision to persevere vs. pivot vs. shut down, this conversation provides a framework for making one of the hardest decisions in business.
About Dimitar Stanimiroff
Dimitar Stanimiroff is a seasoned SaaS founder, operator, and investor. He co-founded WePal (acquired) and Heresy, and helped scale Stack Overflow, Handshake, and CrossBeam to over $100M ARR. As an angel investor in B2B SaaS, he's backed Patch.io, Lightdash, and others from pre-seed to Series A. His biggest insight: think of your time as poker chips and don't waste them on bad hands.
Connect with Dimitar Stanimiroff on LinkedIn.
More from James:
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"I had to let everyone go and run the entire business myself."
Tara Button's Buy Me Once had raised £3 million and grown to 14 staff. They were burning through cash faster than they could raise it. The choice: close the business completely or go solo with AI automation.
The result? Q4 2024 revenue exceeded Q4 2023 (with the full team) and they made their first profit ever.
In today's episode, I'm joined by Tara Button, bestselling author and founder of Buy Me Once, a mission-driven e-commerce business finding the longest-lasting products on the planet. When facing a critical cash crisis in 2024, Tara made the radical decision to let go of her entire 14-person team and rebuild the company using AI automation, despite having zero coding experience.
Together we unpack:
- How to identify which business tasks are truly critical (hint: it's less than you think)
- The step-by-step process she used to replace entire departments with automations
- Why she worked 16-hour days building email scrapers and inventory systems with ChatGPT
- How founders can start implementing AI automation without ripping everything up
👆 If you're a founder feeling overwhelmed by operational complexity or wondering whether AI can really replace human work, this conversation will open your eyes to what's possible.
About Tara Button
Tara Button is the founder of Buy Me Once, an e-commerce platform dedicated to finding the longest-lasting products on the planet to combat throwaway culture. After her business idea went viral in 2016, she raised over £3 million and authored the Amazon bestselling book "A Life Less Throwaway." When her business faced a cash crisis in 2024, she made the bold decision to rebuild it as a one-person operation using AI automation, resulting in their most profitable quarter ever.
Connect with Tara Button on LinkedIn.
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Why You Can't Sustain What You Don't Enjoy
Nick Baker left his successful consultancy after 25 years, burnt out from always being "on." He became a non-exec, convinced he'd never return to operational leadership. Then UK Padel came along, and he became CEO because he genuinely loved what they were building.
The lesson? You can endure anything temporarily, but you can't sustain what you don't enjoy.
About Nick Baker:
Nick is the CEO of UK Padel and former co-founder of Alpha FMC, which he took through private equity investment to a successful IPO. After spending 25 years in financial services and stepping back from executive roles, Nick found himself drawn back into operational leadership through his passion for racket sports and building something he truly believed in.
Together we unpack:
- Why genuine passion for your business isn't just nice-to-have; it's essential for long-term success
- How to know when it's time to step away and make yourself redundant the right way
- The secret to staying authentic as you scale (hint: stay involved in delivery)
- Why founder-led selling works so well and how to maintain that edge
👆 If you're a founder feeling disconnected from your business or wondering how to sustain your energy for the long journey ahead, this conversation will give you clarity.
About Nick Baker
Nick Baker is the CEO of UK Padel, which operates multiple padel clubs across the UK and runs the country's biggest national tournaments. He previously co-founded Alpha FMC, a financial markets consultancy that he grew over 25 years before taking it through private equity investment to a successful IPO. Nick is also an active angel investor, having backed over 75 startups, and serves as chairman for several businesses.
Connect with Nick Baker on LinkedIn.
More from James:
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The CEO who takes all the meeting notes isn't leading. They're sabotaging their own team.
They feel comfortable doing what they're good at rather than tackling new parts of their role.
But what if the founder-to-CEO shift wasn't about doing different things?
What if it was about fundamentally seeing your role differently?
In today's episode, I'm joined by Jennifer Clamp, a founder coach who specialises in supporting founders through the founder-to-CEO transition. Jennifer works within the Founder Coaches Network, helping founders reinvent their role and stay ahead of their organisation's growth through personal development.
Together we unpack:
- How micro-behaviours can completely undermine your attempts to delegate
- The shift from valuing "doing" to valuing "being" as a leader
- Why mindset changes are more powerful than behavioural changes
- How to discover your unique version of being a CEO
👆 If you're a founder or leader feeling like you've reached capacity but know there's more you want to achieve, connect with us below.
About Jennifer Clamp
Jennifer Clamp is a founder coach specialising in the founder-to-CEO transition, with a particular focus on supporting female founders. She helps founders reinvent their role and stay ahead of organisational growth through intentional personal development. Jennifer's approach emphasises mindset shifts over behavioural changes, helping leaders move from doing-focused to being-focused leadership.
Connect with Jennifer Clamp on LinkedIn.
More from James:
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Your best marketing content creators probably aren't who you think they are.
Most founders assume it has to be them. They overlook the thought leaders already inside their team. They default to safe, scripted content that feels awkward and inauthentic.
But what if the future of marketing wasn’t about personal branding at all…
What if it was about empowering your entire team?
In today’s episode, I’m joined by Katie Street, founder and MD of Street Agency and host of the chart-topping podcast Marketing in the Madness.
Katie works with some of the world’s top marketing tech companies and believes we're at a turning point—where brands that don’t show up with real, human content will get left behind. In an AI-driven world, authenticity and trust are your unfair advantage. And if you’re not visible, someone louder (and less qualified) will be.
Together we unpack:
- How to move beyond founder-led content to team-powered marketing
- Why authentic, human content beats polished scripts every time
- Shifting from a scarcity mindset to one of empowerment when leading your team
- The rising importance of in-person events in an AI-driven world
👆 If you're a founder or leader looking to scale your marketing authentically, connect with us below.
About Katie Street
Katie Street is the founder and MD of Street Agency, an award-winning sales and marketing expert with recognition from BD 100, The APHIS and Beamer. She's also a passionate advocate for women in business and host of the "Marketing in the Madness" podcast. Katie's expertise lies in transforming traditional marketing approaches into authentic, people-powered strategies that actually convert.
Connect with Katie Street on LinkedIn.
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Most founders wait too long to think about partnerships.
They wait until sales hit a ceiling.
Until delivery starts to buckle.
Until the team is stretched too thin.
But what if partnerships weren’t a backup plan?
What if they were the foundation of scale?
In today’s episode, I’m joined by Stefan Ross, a go-to-market operator who’s built revenue and partnership functions from seed to pre-IPO.
Together we unpack:
- The right way to scale your delivery modelwithout building an inflated team
- Why most partner programs feel “fluffy”
- The shift founders need to make to go from doing it all to scaling through others
👇 If you’re a founder or leader looking to scale more sustainably, connect with us below.
About Stefan Ross
Stefan is a seasoned GTM leader with deep experience in building and leading high-growth software companies like Celonis and Pigment. He’s led revenue functions from early-stage to pre-IPO, with a particular focus on developing scalable partner ecosystems.
His expertise lies in transforming partnerships from misunderstood side projects into key drivers of repeatable revenue and long-term scale.
Connect with Stefan Ross on LinkedIn here.
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Connect with James Johnson on LinkedIn or at peer-effect.com.
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What if having more fun was the key to being a better founder?
Seriously. Not just to feel good, but to actually unlock better decisions, more creativity, and a business that’s built to last.
In this episode, I sit down with Freddie, founder of POP and one of the most insightful coaches I know. We talk about something that doesn’t get spoken about enough in founder circles: how to reconnect with yourself as you scale.
Not in a fluffy way. But in a practical, energising, real kind of way.
Together, we unpack:
• The internal work that often gets left behind.
• The difference between grinding through growth and actually enjoying the ride.
• Why so many founders feel guilty for wanting things to be fun
• Practical advise on how to make your scaling journey more enjoyable
If you’re feeling stretched, stuck, or like you’re starting to lose the spark you had at the beginning… give it a watch!
About Freddie:
Freddie has always been fascinated by what makes people tick. She started out in anthropology, then spent years headhunting top-tier venture investors, meeting 1000s of people across the tech ecosystem.
That curiosity led her into coaching, where she’s trained with some of the world’s leading thinkers in psychology, philosophy, breathwork, and leadership development. Through her practice, POP, she now works with ambitious founders and investors—helping them scale their impact without losing themselves in the process.
Her clients include 100+ VC-backed founders, from early-stage to unicorns, backed by funds like Sequoia, General Catalyst, Lightspeed, Atomico, and Northzone.
More from James:
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What if the key to unlocking better leadership isn’t strategy or scale but something far more personal?
In this episode of The Peer Effect podcast, I sit down with Emma Serlin, Founder and CEO of London Speech Workshop, to explore the unexpected ways authenticity can shape your leadership and business.
As both a communication expert and a founder who’s navigated burnout, Emma shares lessons that are as practical as they are profound.
Together, we unpack:
• Why your personal values might be your strongest hiring filter
• How vulnerability and self-awareness can transform team culture
• What to do when your gut says “no” (but your head says “maybe”)
• Tools for shedding shame and owning your story as a leader
• How to reconnect with your purpose when the spark is gone
About Emma Serlin:
Emma Serlin is the Founder and CEO of London Speech Workshop, a leading communication coaching company helping individuals, from CEOs to emerging leaders speak with clarity, confidence, and impact.
She's the creator of The Serlin Method®, a powerful framework for transforming the way people connect through communication. Emma is also a trained life coach, award-winning theatre director, and the author of two fantastic books!
Connect with Emma Serlin on LinkedIn to learn more about her work and the London Speech Workshop.
More from James:
Connect with James on LinkedIn or at peer-effect.com
What does it take to scale a startup without losing sight of your vision?
In this episode of the Peer Effect podcast, Jonathan Cornelias, shares the lessons learned from building four companies, including Elevent Inc, a marketplace connecting experience providers and companies to deliver unique, memorable virtual and physical experiences.
Jon opens up about the mindset and strategies that have helped him navigate the challenges of scaling a business while staying true to his vision.
Together we’ll dive into:
- Why belief in your idea and finding joy in the journey are essential for long-term success.
- The power of disciplined experimentation, prioritising ideas by impact, confidence, and effort, and iterating step by step.
- Why an effective go-to-market strategy often matters more than product perfection early on.
- How learning from others’ successes and mistakes can shortcut your path to growth.
Jon’s insights will inspire you to embrace challenges, bet on yourself, and stay focused on what truly works for your business!
Connect with Jonathan Cornelias on LinkedIn to follow his journey and learn more about Elevent Inc.
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What if work-life balance isn’t the answer?
As founders, the pressure to keep moving forward can feel relentless. But what if the secret to success isn’t sprinting harder, but intentionally slowing down?
In this episode, I sit down with Kelly Ryan Bailey, a serial entrepreneur who’s launched 15 startups, one of which sold for $300m, to explore the power of pausing. Kelly has mastered the art of aligning personal and professional success, turning moments of reflection into a framework for sustainable growth.
Together, we dive into:
- Why aligning personal and business goals is critical for long-term success.
- The role of intentional pauses in preventing burnout and fueling creativity.
- Kelly’s “growing forward” method for reflecting and resetting goals.
- How redefining success can lead to a more authentic, fulfilling life—without sacrificing financial growth.
More from James:
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Has your identity become wrapped up in your business?
Setting boundaries and separating your identity from your business could be the first step to building a successful business sustainably.
Sean Campbell, Co-Founder & CEO at Cascade Insights, has navigated this very issue for the past 25 years and has learned through the ups and downs of running two businesses.
Together we unpack:
- How to separate your identity from your work.
- The importance of delegating and creating space for your team.
- Why it's important to expose yourself to information you disagree with.
For more, follow Sean Campbell on LinkedIn to learn more about his current business, Cascade Insights.
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What is the true cost of a bad hire for your company?
In this episode, we’re joined by Akbar Karenga, founder of Maarusi, a talent and people consultancy driven by his passion for diversity, equity and inclusion.
Akbar is an expert in high-stakes hiring and shares powerful tips for founders who need to hire fast without skipping steps.
Together, we discuss:
• The key difference between hiring to grow versus hiring to simply keep up.
• When to bring in pro recruiters and how to create an effective, unbiased hiring process.
• The hidden financial and cultural costs of a bad hire—and how to avoid them.
Connect with Akbar Karenga on LinkedIn for more hiring strategies and insights.
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What does it really take to scale beyond the early wins?
For founders who’ve already seen a degree of success, reaching the next level means facing new challenges, and Keven Lavelle, founder of Harbor and Mizzen + Main knows all about it.
He’s taken both companies to impressive heights, from securing a spot on Time Magazine’s 2024 Best Inventions list to hitting hundreds of millions in revenue!
Together, we dive in:
- How joining a founder forum can offer you unmatched support & accountability– and where to find them!
- The differences between founding your first and second startup—and why experience doesn’t always mean an easier road ahead.
- Lessons learned in building a peer network that challenges you to make better decisions, see blind spots, and avoid common scaling mistakes.
Stay updated on Kevin's journey of building Harbor by following him on LinkedIn.
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Ever felt overwhelmed by the challenges of starting and scaling a business?
In this episode, we’re joined by Bob Bowdon, founder and CEO of VidaFair, a pay-per-stream video platform. Bob has worked as a reporter and producer for companies such as Bloomberg, Choice Media, and PBS.
Together, we explore:
• How leveraging your immediate network can make all the difference in hiring.
• The importance of embracing a sustainable growth mindset for long-term success.
• Knowing when it's time to pivot in your entrepreneurial journey.
For more insights connect with Bob Bowdon on LinkedIn and explore his work at VidaFair.
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In this special mashup episode of Peer Effect, we bring together insights on mental health, well-being, and sustainable performance from leaders who are making it happen!
Michael Matania, Sam Rosen, and Dan Brownsher share real experiences on cultivating a workplace culture that prioritises authenticity, trust, and sustainability.
Learn about:
- Creating psychological safety and fostering open feedback
- Moving from high-intensity performance to sustainable, balanced growth
- Practical strategies for building a resilient culture remotely
Links:
Follow Michael Matania on LinkedIn!
Follow Sam Rosen on LinkedIn!
Follow Dan Brownsher on LinkedIn!
More from James:
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In this special mashup episode of Peer Effect, we’ve gathered insights from four tech founders who have successfully scaled their companies.
From navigating the complexities of AI integration to finding balance between innovation and operations, these founders reveal the critical strategies that propelled their companies forward.
Links:
Follow Eric Daimler on LinkedIn!
Follow Richard White on LinkedIn!
Follow Chuck Rinker on LinkedIn
Follow Kirsten Lum on LinkedIn!
More from James:
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Ever thought that Mergers and Acquisitions (M&A) are just for the big names with endless cash?
In this episode, ex-Goldman Sachs sailor and ‘Forbes 30 under 30’, Matt Bodnar explores how founders can leverage acquisition strategies without needing a massive war chest.
Together we explore how you can use M&A to scale your business, by understanding these key insights:
-
Creative structuring and resourcefulness can open doors to acquisition opportunities earlier in your business journey than you might think.
-
Whether through hiring, partnering, or advisory roles, bringing in knowledgeable individuals can help you navigate M&A effectively.
-
Think Outside the Box! Small acquisitions can be a strategic growth strategy and offer valuable assets, talent, or customer bases while requiring minimal upfront investment.
For more weekly insights on acquisitions and growth strategies, connect with Matt Bodnar on LinkedIn and check out his podcast, The Science of Success.
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Does character and trust matter more than high performance?
In this episode, of Peer Effect, we’re joined by Logan Naidu, Founder and Group CEO of Kernel Global. He’s successfully scaled his company to $50 million in revenue and today, he’s sharing his #1 tip on how other founders can do the same by focusing on who they surround themselves with.
Together we, uncover key insights for founders, like:
- How character and trust can outweigh even the highest performers.
- Why surrounding yourself with the right people can be the key to scaling your success!
- The art of relationship building relationships, both in professional and personal environments..
Connect with Logan Naidu on LinkedIn to learn more about his work at Kernel Global.
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What does it take to keep a team aligned, motivated, and moving towards a shared mission, even when things get tough?
In this episode, Alice Olafare shares her insights as an ex-founder and her experience working with more than 120 founders.
Together, we explore:
• The concept of aligning a common "North Star" vision to maintain cohesion, improve performance, and avoid misunderstandings.
• The power of having ongoing, open conversations, as well as external facilitation.
• The process of knowing when to step down when your vision no longer aligns with your business or your co-founder.
Connect with Alice Olafare on LinkedIn to stay updated on her insights and expertise in entrepreneurship and leadership.
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Are you hiring the fans of your company, and the people who already love your business’ product?
In this episode of Peer Effect, Richard White, Founder and CEO of Fathom, offers valuable insights from his lessons learned in scaling his team from 15 to 50 this year and securing a $17m series A.
Together, we uncover:
- How to build a motivated and efficient team early on, allowing founders to focus on strategic, high-impact work.
- Why delegating small tasks is crucial for founders to avoid burnout and focus on long-term goals and growth.
- Bottom-up hiring strategies that prioritise skill-based assessments and the right hires for tactical tasks, helping you scale without unnecessary executive overhead.
Learn more about Richard White’s work at Fathom AI, the world's #1 AI Meeting Assistant, or follow Richard White on LinkedIn for more AI and founder insights.
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The future of AI in business? It’s already arrived.
Eric Daimler, a titan in the AI space with over 20 years of experience, joins Peer Effect to show you why. With a background that spans advising the White House, co-founding over 6 tech startups, and leading Conexus AI, Eric brings some incredible insights into the transformative power of AI.
Together, we dive into:
• The importance of timing and adaptation, and why philosophies like "Blitz Scaling" and "Failing Fast" may not always apply to your business.
• How getting specific will help your business avoid inefficiencies, enhance collaboration, and leverage AI technologies more effectively.
• The value of learning from a variety of real-life experiences and being selective about the advice that founders should incorporate into their business.
Discover more about Eric Daimler's work at Conexus AI or follow him on LinkedIn for more exciting insights.
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Ever thought about how prioritising diversity and inclusion could unlock new growth for your business?
What does "culture fit" really mean and do you make your company culture measurable?
In this episode, Jo Major, founder of Diversity in Recruitment dives into redefining traditional recruitment filters and offers practical advice on creating an evidence-based approach to hiring while keeping diversity in mind.
Together, we uncover:
- The critical importance of embedding DE&I early in your company's hiring practices to avoid unconscious biases and the pitfalls of a homogenised workforce.
- Strategies for slowing down the hiring process to improve quality and diversity, challenging the common rush of filling positions quickly to reduce costs.
- Practical tips for founders on assessing and reshaping hiring practices to truly reflect and promote a diverse workplace.
Don't miss this episode for a chance to transform how you think about building your team! For more insights, follow Jo Major on LinkedIn.
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A founder can make or break company culture!
In this curated episode of Peer Effect, we explore essential leadership strategies with Dean Seddon (founder and CEO of MAVERRIK), Dan Brownsher (Founder & CEO of Channel Key), and Nigel Thomas (founder of David to Goliath).
Their insights provide valuable guidance on fostering effective leadership and building trust within growing teams.
In this episode, we delve into:
- The crucial role of a founder’s presence in shaping and maintaining company culture.
- The importance of vulnerability and authenticity in leadership.
- Reward-centered VS responsibility-centered leadership, and the lasting impact of leading with integrity and dedication.
Links:
- Follow Dean Seddon on LinkedIn!
- Follow Dan Brownsher on LinkedIn!
- Follow Nigel Thomas on LinkedIn!
More from James:
Connect with James on LinkedIn or at peer-effect.com
In this curated episode of Peer Effect, we've gathered insights from four industry leaders on the strategies behind successful scaling and decision-making.
Sam Rosen (founder and CEO, DeskPass), Bartosz Skwarczek (founder and president, G2A.com), David King (co-founder and co-CEO, Artificial Labs), and Anouk Agussol (founder, Unleashed) share their experiences, highlighting the critical decisions that propelled their companies forward, the challenges they faced, and the leadership practices that drove their growth.
Links:
Follow Sam Rosen on LinkedIn!
Follow Bartosz Skwarczek on LinkedIn!
Follow David King on LinkedIn
Follow Anouk Agussol on LinkedIn!
More from James:
Connect with James on LinkedIn or at peer-effect.com
How does a startup become the world’s largest online marketplace for gaming without any funding?
In this insightful episode, I'm joined by Bartosz Skwarczek, the mastermind behind G2A.com, as he shares his remarkable journey from a modest beginning in Poland to leading the world's largest online marketplace for gaming.
Together, we explore:
- How collaboratively defining company values from the outset can foster a cohesive and motivated team environment.
- The strategic decisions that led to prioritising long-term quality over short-term gains.
- How maintaining an entrepreneurial spirit and belief in the face of adversity drives continuous innovation and growth.
Don’t miss this episode if you're ready to be inspired to tackle new challenges and lead with conviction. For more practical insights, follow Bartosz Skwarczek on LinkedIn!
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What if the secret to scaling your business successfully lies not in speeding up but in slowing down?
In this episode, I explore this unconventional yet powerful strategy with Sam Rosen, co-founder and CEO of DeskPass. From the inception of DeskPass to its current state post-Series A, Sam shares his transformative journey of stepping back to make thoughtful, less emotionally charged decisions.
Listen to the full episode as we unpack:
• The critical role patience and empathy play in leadership
• How creating space for reflection can lead to improved outcomes and stronger team relationships.
• Practical tips for managing the chaos of entrepreneurial life.
For more insights, follow Sam Rosen on LinkedIn!
More from James:
Connect with James on LinkedIn or at peer-effect.com
Is your startup ready to pivot when opportunity knocks?
In this episode, we dive into the secrets of running a successful tech startup with David King, co-founder and co-CEO of Artificial Labs. From its inception in 2013 to raising over £22 million in funding to date, discover how David navigated the tricky waters of refining his company's niche in algorithmic and augmented underwriting for the commercial specialty sector.
Together, we discuss:
• Invaluable insights on the importance of timing, market conditions, and, most importantly, customer feedback.
• The art of keeping your message simple and clear, especially when engaging with VCs and potential customers.
• Practical tips on mastering meetings, delivering compelling presentations, and crafting a sales process that works for you.
For more insights, follow David King on LinkedIn, or read more about how Artificial Labs is transforming the insurtech industry.
More from James:
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Imagine a simple observation in a Starbucks queue changing the trajectory of your entire career.
In this episode of Peer Effect, we delve into the mind of Alex Nocifera. Alex's entrepreneurial journey started back in 2005, with the inception of his first venture, Ripple TV.
Almost 20 years and four tech companies later, Alex is now leading LOMA, pioneering new ways to integrate digital strategies into physical locations to redefine customer engagement.
Together, we explore:
- How Alex's approach to local advertising has reshaped multi-location brand interactions.
- Techniques for assembling and nurturing a team that shares your vision and drives business forward.
- Alex shares his strategies for balancing innovation with practical execution to ensure business resilience and growth.
For more practical insights, follow Alex Nocifera on LinkedIn!
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Is your approach to people management setting you up to scale or fail?
In this episode of Peer Effect, Anouk Agussol, founder of Unleashed, shares invaluable insights into strategic human resources practices, effective leadership, and resilient team dynamics that are pivotal for transforming a startup into a scalable enterprise.
Together, we explore:
* The pivotal role of strategic HR practices from the start-up phase through scaling.
* The importance of a founder's presence and attitude in shaping team dynamics and maintaining morale.
* Techniques for balancing transparency and strength to foster a resilient, aligned team.
For more practical insights, follow Anouk Agussol on LinkedIn!
More from James:
Connect with James on LinkedIn or at peer-effect.com
Imagine having the secrets of billionaire real estate moguls at your fingertips, transforming the way you manage your most significant investment—your home.
Today, we uncover how Colton Pace, CEO of OwnWell, is democratising high-end real estate management tools for everyday homeowners and investors.
In this episode, we explore:
- How Colton Pace's exposure to billionaire real estate strategies inspired the creation of OwnWell.
- The importance of embracing risks and the impact of strategic investments in startup growth.
- Practical advice for other founders on navigating the venture-backed startup ecosystem.
Learn more about Colton Pace's groundbreaking work at Ownwell and follow him on LinkedIn for updates and insights.
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Varun Bhanot, co-founder & CEO of Magic AI, turned his personal health transformation into a groundbreaking venture, creating the world's first AI personal trainer. This episode of dives into how personal experiences shape innovative enterprises and the unexpected journeys of startup growth.
From shedding 30% of his body fat in just four months to pioneering tech-driven fitness, Varun's story is a testament to innovation driven by raw passion and relentless drive. His innovative approach has earned him the title of Tech Entrepreneur of the Year at the Great British Entrepreneur Awards and recognition on Fast Company's annual list of the world's most innovative companies for 2024.
In This Episode, We Explore:
- The inception of Magic AI from Varun's personal health journey.
- The role of resilience and adaptability in overcoming business hurdles.
- Strategic insights on managing a startup's growing pains and achieving scalability with a lean team.
Learn more about Varun Bhanot's journey and Magic AI at magic.fit or follow him on LinkedIn for ongoing updates and insights.
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What if one connection could change the trajectory of your business's future?
Today, we delve into the transformative power of community and networking with Joshua Goodfield, Executive Director of VC Platform. Discover how elite networks can turbocharge your growth and why nurturing these connections could be your ultimate growth hack.
In This Episode, We Explore:
- The underestimated value of community roles in venture capital and how they catalyse growth and innovation.
- Strategies for building and nurturing impactful networks that can dramatically elevate a business's trajectory.
- Practical advice from Joshua on making the most of community connections to scale your venture.
Learn more about Joshua Goodfield's impactful initiatives at VC Platform and follow him on LinkedIn for further insights.
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With a background in nonprofit and social impact sectors, Paul David, Co-founder and CEO of Literal Humans, has seamlessly woven agile marketing and storytelling into the fabric of his agency, driving it to achieve £1M in annual recurring revenue in just two years!
In this episode, we dive into:
- How small, focused lessons can dramatically enhance your team's effectiveness.
- The underestimated role of discipline and structured processes in fostering business growth.
- Practical insights on choosing and implementing processes that align with your team's needs and goals.
Discover more about Paul David's work at Literal Humans and follow him on LinkedIn for more insights.
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Michael Matania, founder and CEO of Mycelium, shares his groundbreaking approach to transforming workplace culture and mental health.
Michael's journey from teaching meditation to people in Facebook, as well as a centre for men in gangs, to building a half-million revenue company is both inspiring and enlightening.
With a background rooted in mental health, Michael's mission is to foster collective resilience and create supportive, high-performing environments within organisations.
In this episode, we explore:
- The importance of role modeling sustainable practices as a leader and the profound impact it has on team performance and culture.
- Transitioning from a victim mindset to taking 100% responsibility.
- Practical tips for building sustainable resilience within teams.
Discover more about Michael Matania’s work at Mycelium and follow him on LinkedIn for more insights into his transformative approach.
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Ken Babcock, co-founder and CEO of Tango, shares his transformative journey of redefining workplace training and learning. With a bold decision to leave Harvard Business School amid the pandemic, Ken and his team harnessed their insights into workplace inefficiencies to create Tango, a revolutionary platform that digitises the traditional job-shadowing experience, enabling asynchronous, on-demand learning.
In this episode, we delve into:
- The evolution of Tango from an initial concept of 'Twitch for work' to a robust tool for creating accessible, real-time documentation of software processes.
- Practical advice for entrepreneurs on narrowing focus to meet customer needs effectively
- Ken's personal growth strategies, such as the importance of executive coaching and strategic time management to enhance decision-making and mental health.
For more on how Ken Babcock is steering Tango to innovate within the tech and training landscape, follow him on LinkedIn.
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There's no question that founders and high achievers often face significant struggles when it comes to failure and disappointments, and recent economic turbulence has only intensified these challenges.
This week on Peer Effect, we're joined by Alex van Klaveren, founder of Kandidate, a talent acquisition company that he scaled to over 100 people. With over 25 years of expertise in launching and scaling startup businesses, Alex brings a wealth of knowledge about recruitment and building resilience.
Together, we dive into:
• The art of managing disappointment and building resilient teams through strategic hiring practices
• The transition from a fundraising mindset to a focus on profitability
• Creating balance and staying grounded as a founder
For more insights from Alex van Klaveren, follow him on LinkedIn or learn more about Kandidate's mission to make talent acquisition your competitive advantage.
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Dan Brownsher, Founder & CEO of Channel Key, discusses his unique perspective on leadership within the fast-evolving e-commerce landscape. Under his guidance, Channel Key has flourished, assisting brands in mastering the intricacies of selling on Amazon with a team that's grown to 85-strong.
In this episode, Dan shares invaluable insights into how embracing vulnerability and humility can fundamentally enhance organisational culture.
Together, we cover:
- How Dan's commitment to authenticity and openness has shaped Channel Key's work environment and leadership style.
- Practical strategies for fostering a transparent workplace, especially in remote settings.
- The role of personal development and shifting to an abundance mindset
Listen to the full episode to uncover how Dan's approach to leadership can inspire your own journey in managing and growing a team effectively.
Discover more about Dan Brownsher’s work at Channel Key or follow him on LinkedIn for ongoing insights.
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Lewis Kemp is the founder and CEO of Lightbulb Media, a creative performance agency based in Manchester. They've generated over £100 million in revenue for brands across the UK, US and Europe. You might also know him for his fluff-free business and marketing advice, with some Northern humour thrown in!
In this episode, we delve into:
- The power of authenticity and embracing your unique personality– especially if you’re in marketing
- How founders can differentiate themselves in crowded markets by shedding their assumptions and listening to what their customers 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 want
- Lessons learned in creating a healthy work-life balance, as well as some practical strategies for founders
For further insights and inspiration, follow Lewis on LinkedIn and see how Lightbulb Media is making waves in the marketing world with its innovative strategies and real results.
More from James:
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In this episode of Peer Effect, we explore the intriguing intersection of human interaction and artificial intelligence with Chuck Rinker, co-founder and CEO of PRSONAS.
From his roots as a cattle farmer to his leadership in tech innovation, Chuck's diverse background includes pivotal roles in battle management software, military simulations, and even directing EA Sports franchises like Madden NFL and NCAA.
Today, his mission at PRSONAS is to seamlessly integrate AI into daily human interactions without the eerie edge of human replication or the "uncanny valley."
In this episode, we explore:
• How Personas is shaping the future of AI with avatars that foster empathetic trust
• The influence of visionary leaders like Walt Disney, who pioneered the art of building trust and emotional connections through animated characters
• Redefining the role of AI in the workplace, not as a replacement but as the ultimate productivity tool that can become your hardest-working team member, freeing up human counterparts to engage in more creative and impactful work.
• Chuck’s personal philosophy of how following one’s passion, leads to the most significant innovations and fulfilling successes.
For more insights follow Chuck on LinkedIn!
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Jeremy Parker, co-founder of Swag.com and the innovative mind behind Swag Space, joins us on "Peer Effect" to share his journey of reshaping the promotional products industry. With a knack for pivoting and scaling businesses strategically, Jeremy has navigated Swag.com from its inception to its acquisition by Custom Ink, and beyond into new ventures.
His approach to understanding customer needs and adapting to market demands exemplifies the agility required in today’s fast-paced business environment.
In this episode, we delve into:
- Jeremy's experiences in scaling Swag.com and his strategic insights into customer engagement and market penetration.
- The evolution of his role from a hands-on startup founder to CEO, and his recent shift back to founder with Swagspace.
- Practical advice for entrepreneurs on maintaining resilience, adapting strategies, and truly listening to what customers need.
Discover more about Jeremy Parker’s work at Swag Space or follow him on LinkedIn for more exciting insights.
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This week, we’re joined by Rob Volk, founder of Foxbox Digital, a leader in tech consultancy and digital transformation.
Rob shares profound insights on the shift from hands-on founder to strategic CEO and the crucial strategies that drive sustainable business growth.
In this episode, we explore:
- The art of letting go of control as to empower and build trust within your team.
- Managing your energy as a founder for sustainable growth.
- Cultivating a culture of deep focus to promote productivity and autonomy.
Rob's experience illustrates the challenges and triumphs of expanding a startup into a thriving business. His strategies for fostering a culture of empowerment and focusing on scalable growth are invaluable for any entrepreneur stepping into a CEO role.
Discover more about Rob Volk’s work at Foxbox Digital or follow him on LinkedIn for more exciting insights.
More from James:
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In this episode of Peer Effect, Nigel Thomas, founder of David to Goliath, shares his profound journey of transformation from facing life's darkest moments to rising with a new vision; turning personal challenges into a source of inspiration for others facing their own "Goliaths."
Together, we dive into:
- Nigel's decision to leave a secure corporate job to pursue a risky but rewarding entrepreneurial path.
- The profound impact of meaningful relationships on happiness and resilience.
- Leadership insights and encouraging personal and professional growth among teams through relationship building.
Explore how Nigel is not only documenting his growth but also helping others navigate their challenges through the strength of vulnerability and the power of community.
For more about Nigel Thomas's journey and insights, follow him on LinkedIn.
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Dean Seddon, founder and CEO of MAVERRIK, steps into the Peer Effect spotlight to share his innovative approach to marketing and the undeniable power of personal branding.
With a decade of steering MAVERRIK to success, Dean has mastered the art of utilising his personal brand to propel his business forward. His journey reveals the critical role of a founder in not only shaping a company's strategy but also its public perception and internal culture.
In this episode, we delve into:
- Dean's strategic insights on using personal branding as a tool for business growth and customer engagement.
- The balance required to transition from hands-on involvement to strategic leadership without losing the personal touch that characterises founder-driven businesses.
- Practical advice for founders on maintaining their role as a central figure in their companies without risking burnout.
For more on how Dean Seddon harnesses personal branding for business success, follow him on LinkedIn and discover how MAVERRIK is redefining marketing strategies.
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Daniel Solomon, co-founder and CEO of OMNINGAGE, steps into the Peer Effect spotlight to share his journey of transitioning from a corporate role to the thrilling uncertainties of startup life.
With his rich experience, Daniel brings to the table deep insights on fostering innovation, scaling operations, and managing a globally dispersed team effectively.
In this episode, we explore:
- Daniel's strategic move from a secure position at Cisco to identifying market gaps and launching OMNINGAGE, a SaaS solution revolutionising contact centres.
- Strategies for bootstrapping a startup, leveraging offshore development for cost efficiency, and securing anchor customers.
- Building and nurturing a global team, from the practicalities of remote management to cultivating a shared vision and culture.
For further insights and inspiration, follow Dan on LinkedIn and explore how OMNINGAGE is making waves as the world’s most innovative customer engagement platform for Amazon Connect!
More from James:
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Kirsten Lum, CTO and co-founder of Storytellers.ai, brings a fresh perspective to the intersection of technology and entrepreneurship.
With a background as unique as starting with an English literature degree and transitioning into a leader in the tech industry, Kirsten's journey is nothing short of inspirational. Before co-founding Storytellers.ai, her experience spanned significant roles at Amazon, where she led data science, econometrics, software engineers, data scientists and business intelligence, witnessing firsthand the transformative power of machine learning and AI within small business segments.
Today, Kirsten joins "Peer Effect" to unfold her narrative and discuss the democratisation of AI and machine learning for startups and small businesses. We covered:
- Kirsten's unconventional path into data science and AI, and how these technologies are not just for the elite tech companies
- The value of leveraging your distinctive experiences to innovate and navigate the challenges of your industry.
- Tips and strategies for finding balance amidst the hustle of startup life to sustain creativity and productivity.
Discover more about Kirsten Lum’s work at Storytellers.ai or follow her on LinkedIn for more exciting insights.
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As 2023 is coming to an end, so is season 2 of Future Fit Founder Podcast.
Today, I am taking a moment to reflect on what I learned from the guests on this podcast.
Ultimately, it all starts with you as a founder.
Here are my top 5 ways to help yourself:
- Be patient with yourself, as a founder, the journey you are embarking on will be longer than you are planning for
- Be kind to yourself, the pressure you are feeling is often self-inflicted.
- Be fair to yourself, comparison is the thief of joy and grass is always greener on the other side. Water and take care of your garden first.
- Prioritise yourself, you will survive longer and enjoy the journey more.
- Trust yourself, your gut instinct will serve you more than listening to outside opinions.
Tune in and listen to the last episode of 2023, as I share my thoughts on how you can get more out of your business and create more sustainability in your day-to-day life, as a founder.
More from James:
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Sharath is the Founder of Intrinsic Labs. Sharath is a recognised author and trainer on inflection points, coming up with a new book in January called “Inflection”.
Sharath is no stranger to navigating tough leadership moments.
He has dedicated his career to guiding organizations through inflection points.
Sharath focuses on the inflection points, to guide leaders towards making informed decisions.
He shares his expertise on how to anticipate these moments and start prepping for them well in advance.
Sharath argues that the best leaders are those who can see these moments coming and start preparing for them in advance.
In today’s episode, we also talk about:
- The cost of inaction
- The power of reflection moments
- Using the threat of the future to shift the present
Tune in and listen to Sharath Jeevan share his expertise and offer a roadmap for turning these challenging moments into opportunities for growth and transformation. This episode provides a valuable resource for leaders seeking to navigate their own inflection points, whether you're in the midst of a crisis or simply curious about the concept.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Tim is the Founder of EchoMany. In its first year, they secured 45 blue-chip clients in the first year.
But Tim had dark times ahead
In February 2018, the Cambridge Analytica scandal happened.
Facebook clamped down on all data access which led to lost clients and campaign struggles.
He was all in but with no way to deliver his product.
He’d shut a successful tech development agency to focus on this big potential product which had gained insane traction.
What could he do now?
In today’s episode, we also talk about:
- Difficult decisions to make when things are going wrong
- Making the best of a negative situation
- The importance of an exit strategy
Tune in and listen to Tim Redgate’s inspirational story. He provides a firsthand account of navigating a start-up through a major crisis and making difficult decisions. This episode offers valuable insights and lessons that entrepreneurs and business leaders can apply to their journey.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Eli is the Founder of Instafloss. His company has $2.7m of pre-orders and $1.3m in equity, with a product launch happening soon.
But Eli is no stranger to big mistakes.
In 2014, Eli made one of the worst decisions of his career.
He believed hiring from the top down was the right move. But he was wrong…
Backed by the confidence of a successful crowdfunding campaign, he made two hires that cost the company he was building $1m.
After making peace with his mistake, Eli took a step back and hired a marketing executive.
This decision helped his business more than the big-name hires.
Eli and I discussed his process to build a committed team, which not only helped bring the product to life but also ensured its effectiveness in solving a real problem.
He soon understood that building a great team doesn’t happen by chance, but is backed by strategy and making difficult decisions.
In today’s episode, we also talk about:
- The reality of big-name hires and building a team from the top down
- The right approach to a probation period
- The necessity of making tough decisions and letting people go.
Tune in and listen to Eli’s journey with Instafloss. Eli provides powerful takeaways for any aspiring entrepreneur who is looking to build the right team. He offers a practical approach to scaling, and an alertness to potential pitfalls and how to turn a start-up into a thriving, successful business.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Matt is the Co-Founder of Omneky. His company raised $11m and presented at Techcrunch Disrupt in 2022 (before the generative AI wave!)
In August 2021, Matt joined Omneky as a Chief Business Officer.
The first month went well. Working side by side with the founder Hikari they hit record numbers.
The second month he took full responsibility. And sales crashed…
The calendar was nearly empty, leads weren’t inquiring and he started to worry.
But he quickly fell back on his years of experience at AT&T and worked hard to uncover the reasons for this.
Matt and I discuss short-term fluctuations in lead enquiries, and what the best strategies are to make sure you are networking properly and building trust with your contacts.
He soon understood that short sprints of pressure can stimulate innovative thinking, but it is crucial to allow for periods of rest to prevent burnout.
In today’s episode, we also talk about:
- Understanding short-term fluctuations and how to combat them
- The importance of networking and the power of reconnecting with old contacts
- The impact of generative AI on the content landscape
Tune in and listen to Matt’s journey, a lesson about the unpredictability of market fluctuations and the importance of testing different messaging strategies consistently.
This discussion is a humane, insightful, and personal exploration of the world of startups, sales, networking, and AI technology.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Christoffer is the Co-Founder of KiteX.tech, the first truly affordable wind turbines for off-grid housing & rural homes. KiteX.tech has recently done a successful Kickstarter campaign and is about to do their product launch.
In March 2020, Christoffer was navigating a challenging time. He and his co-founder Andreas were about to close down their business.
He sat down with Andreas and the team, they discussed the closing down situation and ended up brainstorming.
This led them to shift their vision, take their failures and turn them into lessons.
The potential of their game-changing wind turbine technology inspired the team to continue their work, even in times of uncertainty.
In this episode, Chris shares the importance of taking small steps and having the right people around you to create a sustainable business.
In today’s episode, we also talk about:
- The idea of failing and succeeding as a team
- Focusing on the internal goals rather than the outside pressure
- The importance of choosing the right investors
Today’s podcast is a lesson, in which we learn that after a major setback, Chris and his team turned their crisis into an opportunity, channelling their passion for technology and prototyping into creating a game-changing wind turbine.
This isn’t just about technology—it’s about strategic growth and the importance of surrounding yourself with the right people.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Veronika is the CFO of Everphone, a one-stop solution for corporate smartphones and tablets, with over 300 employees and over 350k devices out in the market.
Looking back at her journey, Veronika can confirm being a CFO is more than meets the eye.
Veronika opens up about the vital role of trust in her relationship with the founder of Everphone.
With her financial insights, see how marketing strategies and operations decisions can be informed and directed.
In this episode, Veronika and I take a deep dive into the world of a CFO and the value they bring beyond the balance sheet.
In today’s episode, we also talk about:
- The importance of involving the CFO in key business decisions
- When a founder should consider hiring a CFO
- The broader scope of a CFO’s responsibilities.
Veronika also shares some valuable advice for future founders.
Building and retaining the right team, fostering trust, and maximising resources are essential for success. Involving the CFO in key decisions can help founders make the best use of their resources and reach their goals.
This podcast episode is a testament to the unseen value of the CFO, providing a fresh perspective on the pivotal role they play in business success.
Tune in and listen to Veronika explain that CFOs are not just number crunchers, but strategic powerhouses shaping the success of businesses.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Dimitar is the VP and General Manager of CrossBeam, the world's first and most powerful partner ecosystem platform. Dimitar is also a two-time Founder, has been on Exec teams 3 times and is also an Angel Investor.
Looking back, in the summer of 2019, Dimitar was in a different headspace.
At the time, he had two young kids at the time and a company under two years old.
Dimitar was juggling a lot of responsibilities.
This led him to feel as if he wasn’t doing 100% in either place: at home or at work.
Later on, the challenges and responsibilities of being a founder, a husband and a father caught up with him, as he tried to overcompensate and ended up feeling burned out.
In this episode, Dimitar and I are going through the struggle of measuring success when your identity is inextricably tied to your company. This was a struggle Dimitar faced head-on and had to navigate the fog of failure and make the tough call between perseverance and letting go.
In today’s episode, we also talk about:
- The importance of the right balance between family time and growing your business
- The difficulties of having an “Olympic athlete mindset”
- Understanding when it’s time to push harder and when it is time to back away
Lastly, we explored the significance of benchmarking and assessing growth, and how founders can navigate their choices when faced with formidable decisions.
Dimitar's journey taught him the paramount importance of self-care and understanding individual priorities, which can be instrumental in making informed decisions for one's business.
Tune in and listen to Dimitar as he shares his entrepreneurial journey and invaluable advice, serving as a compass not only for those currently grappling with similar challenges but also for aspiring entrepreneurs.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Bryan is the CEO and Co-Founder of GreenPal, a self-funded app. Today, there are over 300,000 people using it to get their lawns mowed and it has $30M of revenue through the platform.
Bryan’s platform is a real success now, but it wasn’t always the case.
Looking back, around 10 years ago, things were looking a lot different.
Brian had a great idea and was determined to succeed.
But that was not enough.
He followed his initial plan and spent 50k on development, and 50k on door hangers.
Despite all this, around 100 people signed up and 10 transacted.
A year passed and that was what he had to show for it.
He didn’t have enough money left, or any data to go by.
He even asked for a close friend to help by using the app, but he didn’t.
Bryan was left feeling disappointed in the people close to him and not knowing what to do about his platform.
But he has always been intrinsically motivated, so his enthusiasm didn’t fade despite all of the challenges that came along the way.
In this episode, Bryan and I are going through the reality of building a business from scratch, how to take negative customer feedback and turn it into a positive outcome, and staying passionate about the vision you had when you first started.
In today’s episode, we also talk about:
- The importance of using customer feedback to your advantage
- The critical role co-founders make in the success of your business
- The change in mindset and actions that follow when you need to wear multiple hats
Tune in and listen to Bryan as he walks us through the highs and lows of his journey and how he managed to keep going and enjoy every step of the way.
More from James:
Connect with James on LinkedIn or at peer-effect.com
Bob is the CEO and Co-Founder of Crossbeam, which has raised over $100m and 15k companies use. Backed by Anderson Horowitz, Bob already built and sold 2 businesses.
Today he takes us back to a board meeting in January 2016.
The subject of discussion is a company he started with his Co-Founder, Jake, in 2008.
The business was a hot startup in the 2011/12 era and raised a lot of VC money.
But technology changed. The market moved. And suddenly the forecasts were falling behind what they needed.
It left them with 3 options.
- Do you go and try to raise more money?
- Do you try and sell the business?
- Do you trim expenses and turn the business into something more self-sustaining?
Bob and his Co-Founder, Jake Stein had to navigate the daunting task of making critical decisions in a capital-constrained scenario.
They realised that their early success was fleeting and the market, a moving target, was drifting away from their product.
But what Bob and his partner did was turn failure into a lesson, and build a different business.
Despite facing a lot of rejection, they resiliently worked toward the future of a product they knew would ultimately be successful.
Their experience emphasises the importance of continuous innovation in technology.
In this episode we discuss,
- The importance of continuous innovation in technology
- The crucial role of optionality
- The importance of transparency, honesty, and continuous self-evaluation
As today’s episode wraps up, it leaves us with a lesson about the importance of always being able to value your business higher than anyone else.
This mindset helped Bob and his partner navigate their challenges and emerge stronger.
From fundraising, and pivoting the business, to laying off employees, Bob is sharing the mindset of valuing the business higher than anyone else, a belief that carried them through the most challenging times.
Learn from the ups and downs of Bob Moore and Jake Stein’s journey and how they applied these lessons to their business.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Ash is the creator of Rebel Meetups, organising 100 events, in 21 cities, 9 countries with over 5k people a year and six times angel investor.
Today he takes us back to 2019.
At the time, Ash was the type of entrepreneur who wanted to take on every challenge.
Later on, he understood no matter what opportunity he undertook, it was going to present its unique challenges and stresses.
As he walks us through his journey and outlines the harsh realities of entrepreneurship, he dispels the romanticised notion of going 'all in' without a second thought.
This decision requires a certain level of privilege, not necessarily available to everyone.
Entrepreneurs also face a plethora of opportunities and must decide where to focus their attention.
This decision-making process becomes even more intricate when emotional needs and financial stability are factored in.
How do you make significant changes without causing emotional harm?
How do you value your own time and capabilities?
In this episode we discuss,
- The paradox of choice
- The concept of delayed gratification
- How we can balance customer affordability with business scalability
As today’s episode wraps up we learn to enjoy the challenges of entrepreneurship.
With the right guidance, support, and a well-balanced approach to emotional and financial stability, it's a journey that can lead to immense personal and professional growth.
Tune in to this inspiring episode and listen to Ash, as he provides us with a roadmap for navigating this journey, making it a must-listen for all budding and seasoned entrepreneurs.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Jeremy is the Founder of Marketplace Risk, which runs the largest marketplace conference in the world.
Today he takes us back to January 2015.
At the time, Jeremy was attending a business class, working towards his MBA.
Jeremy was going through a professional identity crisis and kept wondering what his next move would be.
Between working full-time whilst adding value to people’s lives he created something bigger than he could have ever imagined.
Jeremy recounts how finding his North Star guided him through his journey and helped him imbibe the importance of enjoying what you do and doing it well.
In this episode we discuss,
● Focusing on adding value and stepping away from the money-making mindset
● The importance of finding personal success and satisfaction.
● Enjoying the journey rather than focusing on the destination.
Jeremy's journey serves as a reminder of the importance of aligning our professional lives with personal happiness.
Join today’s episode where Jeremy’s reflection provides a fresh perspective on the meaning of success, emphasising the need to follow a life that brings happiness and adds value to the world.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Rajeev is the Founder of Collude. He built a 300-person business in 1.5 years, he is the host of the Plan B Success podcast and has helped 4 VC-backed companies through exit. We can safely say, Rajeev has been keeping himself busy.
Today he takes us back to 1994.
He began his career in India, navigating through rejection and self-doubt, only to emerge stronger and more determined than ever.
At the time he found himself wanting to give up on the first day..
Rajeev felt culturally looked down on.
One of the pivotal moments in Rajiv's journey was the profound pep talk from his coach, which served to change his perspective and fueled his determination to succeed.
He climbed the ranks from being a door-to-door salesman in India to becoming a successful business leader with a team of 300 people in just eighteen months.
Rajiv’s journey didn't come without its share of challenges, but his resilience and conviction became his lifeline in the face of adversity.
In this episode we discuss,
- The tight-rope walk between success and uncertainty in business
- The importance of understanding your product's value
- The transformative power of coaching.
Rajis’s journey serves as a reminder that with unshakeable determination we can overcome adversity and reach our goals.
Today, Rajiv shares his story with us and inspires us to persist, believe in ourselves, and embrace the transformative power of resilience and conviction.
Tune in to this episode as Rajiv extends an invitation to listeners interested in exploring coaching, underscoring his belief in its potential to open up new insights and areas for exploration.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Dustin is the Founder of Serviss Wealth, a company that provides innovative financial and business advice. But Dustin found himself in a situation where he managed his business better than his life.
Today he takes us back to 2014.
At the time, he was a firm believer that you couldn’t have a work-life balance, and something had to be given up.
Dustin was freshly married and soon after that, he became a father.
He increasingly became busier with work and had less time to spend with his family, which triggered a tense atmosphere at home.
Attempting to change the situation, he tried to surprise his wife with a gym session where they would reconnect like old times.
The only issue was that the day came, and he forgot.
And that’s when he knew something had to change.
In this episode, we discuss,
- What needs to be given up to achieve work-life balance
- A new perspective on what wealth can consist of
- How we can split the 168 hours we have in a week for work, sleep, and family
As today’s episode wraps up, it leaves you with a question to ponder: How can you redefine wealth and work-life balance in your own lives?
Tune in to this inspiring episode and be prepared to shift your vision by listening to the incredible advice on the most important things in life that Dustin shares with us today.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Marianne is the Founder of Upward, a boutique recruitment agency based in Silicon Valley and specialising in Software Engineering roles in San Francisco, New York, and remotely. She launched it after the learnings of growing her previous engineering team as a CTO to 50 people.
Today she takes us back to March 2022.
At the time, she was working 100 hours a week, taking care of her young kids, and having no work-life balance.
To add to this pressure, Marianne received an angry email from an influential woman in tech, who felt ghosted and who said will no longer recommend the services the company was providing.
However, Marianne used this incident as an opportunity to reflect and realign her priorities. She decided to stick to her vision and make client satisfaction her top priority.
In this episode we discuss,
- The importance of client satisfaction
- How crucial delivering top-notch service is to the exponential growth of a company
- The importance of purpose in entrepreneurship.
Marianne stresses the importance of providing the best service to clients, maintaining a good reputation, and remembering one’s ‘North Star’.
Tune in to this eye-opening episode on resilience and finding a purpose. Learn from Marianne’s inspiring journey and discover how she came around to finding her purpose in business.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Julie is the Founder of Wyseminds, a company that supports early-stage female founders. With a wealth of experience from her previous role, running Specsavers across Northern Europe, Julie is no stranger to business challenges.
Today she takes us back to 2008.
At the time, she led her company through the Great Recession and spearheaded a business expansion into uncharted territory.
Yet, it was during these testing times that she discovered a profound truth – the power of letting go.
Julie reflects on how the pressure of high expectations, personal attachment to the business, and the need to create space to think and feel.
In this episode we discuss,
- The underestimated power of personal support for founders
- How creating space can lead to performance breakthrough
- The unspoken commitment and honesty difficult processes can demand
Tune in to this dynamic episode and be inspired by Julie’s resilience and lessons learned at the helm of Specsavers across Northern Europe.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Charlie is the Founder of Remento, which was poised for a groundbreaking product last year. Drawing on his experience as a former speechwriter in the Obama administration, Charlie's journey is a rollercoaster of suspense, high stakes, and critical decisions.
We now step into the world of Remento on the Wednesday before Memorial Day, 2022, as the clock counts down to their monumental product launch.
Charlie is facing a critical moment in his entrepreneurial journey. Attending a pivotal board meeting, Charlie and his team had to shift their focus from refining their product to launching it within 100 days.
One of the defining moments arrives when Charlie finds himself grappling with imposter syndrome.
He faces a pivotal choice: to pretend confidence or embrace vulnerability and admit his uncertainties. It's a decision that will reshape the dynamics within his team and influence the course of Remento's journey.
In this episode we discuss,
- The critical role of resilience, humility, and vulnerability in leadership
- The willingness to be authentic, even in the face of adversity
- Insights into the power of staying true to oneself while navigating the challenges of entrepreneurship.
In this episode, Charlie shares his experiences and lessons learned from the Remento launch. Reflection and celebration are emphasised in the hurricane of startup life, reminding us of the importance of taking a moment to appreciate milestones achieved.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Chris is the Co-Founder of Class VI Partners, which is a financial advisory firm for founders. They have advised on over $2.5bn worth of deals with the single biggest being half a billion.
Picture this: it's 2005, and Chris and his co-founder, armed with ambition and experience, burst onto the investment banking scene, ready to conquer the cutthroat competition. The pressure was on.
The task at hand? Building an entire business from scratch, while convincing sceptical business owners to trust them and have faith in their promises.
But wait, what's that? A fateful introduction, a golden opportunity to assist in raising funds for a real estate fund. Sure, this wasn’t their planned target client or focus, but why not give it a shot? But it didn't quite pan out as expected. And now they had to decide whether to give the money back which would have to come from their own pockets.
Would they both agree on what was the right thing to do?
In this episode we discuss,
- Sharing similar values in business - with your partner, your team and your clients;
- Building a company from the ground up;
- Why being patient and enjoying the process are playing a key part in the long-term success of a company.
Despite early-stage failures, Chris learnt an important lesson about values alignment and working ethically — tune in to hear how he learnt the importance of morals, making the right decisions and how the right partnership can impact the success of a business.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Chris is the founder of runZero, a cyber asset management company. Chris has been acquired six times, IPO’d once and is one of the few black badge holders of Defcon.
Chris had one of his greatest challenges right after college at the start of his career.
The whole business was dependent on a key encryption licence which was about to be withdrawn. It would take a year to replace properly. They had less than a month.
His CEO was a great role model for Chris. He was calm under pressure and willing to take risks and had a mantra “There’s always one move left”... Chris just had to find it
Could he do it in time?
In this episode we discuss,
- Making bold moves and taking risks in business;
- Where hard work and resilience can take you;
- Why taking a step back and reassessing situations with a fresh perspective is essential.
One of Chris’s essential discoveries has been that reducing the price of your product ultimately reduces the trust — tune in to hear how he made strategic decisions that skyrocketed his career and got him to where he is today.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Libby is the founder of Axioned, in the last 14 years they’ve got 80 people across the UK, the US and India.
Libby lives a life that requires her to be in the UK, the US and India frequently.
Which sounds on paper, but the reality is, it comes with it’s challenges.
And this was one of those times.
She was in an unfamiliar place, hadn’t seen her family, including her husband, for a really long time. And she felt alone.
And as a result, wasn’t able to give the energy to her business that she wanted to.
In the months that from this low moment, Libby consciously enquired into how she could prevent this from happening again.
In this episode we discuss,
- How reflecting has helped her in business and in life
- The what, when and who of questioning yourself
- Accepting that sometimes you make mistakes
Libby realised that she was much more intertwined with the business than she thought — tune in to hear how she stepped back, and how the business benefits from this perspective.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Ashley co-founded Ice Cream Social which NBC invested in last year.
Like many entrepreneurs, Ashley quit her job to start her own business with a personal goal for work — financial freedom.
After taking on a project she didn’t have the technical ability to do, she found herself at 2 am having a meltdown. She was out of money and time.
Ashley had her back against the wall.
She had no support, no network and no backup plan. She’d taken a big risk. And she had a child to support.
But she needed this high-pressure environment to motivate her to take action.
Tune in as Ashley talks about her main motivations in this moment, and how her perception of goals has shifted over the years.
We talk about
- Her transition from “back against the wall” to freedom and gratitude
- How she maintains her positive mindset in business
- What she needs to support her working lifestyle
Ashley is hyper-focused on taking care of her mindset and being mindful of all the moving parts in her life to support her success. She offers some practical advice on how to find the right balance when things aren't right.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Kene is a co-founder of Millicent Labs who recently won a prestigious competition run by The Bank of International Settlements in crypto.He was struggling to drive interest in his business. People were caught up in the idea of 20% interest rates with Luna Crypto — when the concept behind Millicent Labs was the opposite.
It wasn’t feasible. Traditional. And quite contrary to what crypto was.
Shortly after Luna crashed, and then FTX — but instead of the industry going in Kene's favour. All trust was gone.
But he was clear on his mission, and trusted that the narrative would change.
In this episode, Kene and I discuss the battles of being a founder, striving to believe in your idea... when it seems like no one else does.
We talk about
- Challenging hustle culture and understanding priorities
- What helped him to stay in the habit of carving out time for loved ones
- The validating turning point in the industry that helped Kene to get where he is now
Kene’s story is packed with setbacks, balanced out by signs that he was going in the right direction — that was all just a year ago! Tune in to hear where he is today.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Mike was the founder Shape History which reached up to 45 people prior to his exit. He’s just released his book Founder Therapy, a detailed account of his experience as a founder, and how he has come to help others.
And today, Mike takes us back to the straw that broke the camel’s back in 2019.
Mike loved what he was doing, but the pressure of it all was too much.
And 1 particular event was the red flag that he needed help.
Forced to confront the traits that led him to this point — Mike had to change things fast, for himself.
And what he was met with in this situation surprised him.
Join us, as Mike shares what he describes as a “self-discovery part 2” post-exit and how he got there.
We talk in-depth about,
- Childhood experiences that led to his intial beliefs
- Trends around early retirements and what they lead to
- The 80-20 of your talents and passions when in business
Mike is incredibly honest about how this 1 incident changed his trajectory, tune in to hear how this honesty has helped him in his journey.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Ali Schwanke is the founder of Simple Strat, a diamond HubSpot partner and the team behind the HubSpot hacks channel with over 1 million views.
Today, Ali takes us to a time we’re familiar with — March 2020.
Ali had applied to receive PPP funds through her bank to support them through this time.
But within the space of an hour, the bank decided not to participate.
Instead of feeling sorry for herself, Ali took action. She focused on elements she could control to fix the problem.
In this episode, we dive into the various strategies that she used to do this, and what she learned about mindset along the way.
We discuss
- Mindset coaching, mental fitness, and the importance of maintaining it
- Ways therapy has helped her to reach her potential as a founder
- The camouflage that founders often wear
Ali took an experience that she had no control over and transformed it into an opportunity to learn and grow to better serve her business.
Tune in to hear how she did it.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
When times are tough — are you focusing on what’s important, or what you think is urgent?
This is the urgency trap.
When your horizons have shrunk from the long-term vision to short-term goals, often too short.
And in this episode, I share 3 examples of what this looks like.
And how you can get yourself out of the urgency trap, even when you don’t notice that you’re in it.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Simon Barbato is the founder of Mr. B & Friends, which has been going for 17 years and has a major client base such as Lego and Intercontinental Hotel Group.
What do you do when your biggest client industry grinds to a halt?
It’s 2004. And after news of a SARS outbreak across Asia.
That’s exactly what happened to Simon's first business.
Without knowing how long it would last, would his business survive?
He had 10 people to support with dramatically reduced revenue. He was burning cash at an alarming rate. For him to continue, he knew would bankrupt himself.
In this episode, Simon talks through his options in this moment, and the timeline that he gave himself before he had to pull the plug.
We discuss
- His thought process and mindset at this time
- The importance of resourcing and having a broader perspective
- His learnings from what was a very new situation at the time
Tune in as Simon shares how he planned to save the business and what his final actions were.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Tim Tutt is the cofounder of Nightshift Development. They bootstrapped themselves up to 160% year-on-year growth — this year they’re estimated to do $15 million turnover.
And today, Tim takes us to booth 203 at his local restaurant, Earl’s.
He’s about to bring up the equity split with his co-founder and how they should move forward.
His co-founder is a very good friend. So much so, he was the officiant at Tim’s wedding.
But after a few years in business, the 50-50 equity split they originally agreed on, no longer made sense.
Tim is nervous. He’s spent 6 months questioning whether or not he should have this conversation.
But it had got to the point where, for the business to continue growing, the dynamic needed to change.
In this episode, we discuss
- The importance of having a co-founder
- What happened after that conversation
- The impact putting off this conversation had on Tim’s life
Tune in, as Tim reflects on how he would deal with the situation if it happened again, and insights on whether a 50-50 equity split can ever work.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Vince has been recognised by Adobe as one of the top 50 marketers in the world, is a best-selling author and also has a great podcast called “Chasing the Insights”.
And today, he takes us back to 1996.
He was sitting on a bench with a friend, and his business had just failed. It’s what he recalls as a bit of a pity party.
But his friend didn’t see it that way. And after a stern talking to, Vince realise that what he needed to change was his mentality.
Of course, this didn’t happen overnight.
In what is a very in-depth and honest conversation. Vince looks back on his personal transformation of the victim mentality with a very clear perspective. He breaks it down into two parts.
We compare ourselves to
-
Others — even though it's our perspective of the person, not necessarily what they have achieved
-
Where we want to be — which initiates a vicious cycle of never feeling successful, even when we are
Tune in, as Vince shares some simple tools that helped him to keep a broad perspective on the impact he’s making on others, rather than what he hasn’t done yet!
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Dr Jacqui Taylor has positively impacted half of the world’s population through her company, Flying Binary, and now as a UN advisor, she’s impacting the other half of the world’s population.
And in today’s episode, Jacqui takes us back to the very beginning of her journey.
She was a newly qualified aerospace engineer, after completing her vocational training. But when the first project was assigned, her career came to a grinding halt — before it even started.
And it had nothing to do with her experience or abilities — but her gender.
Jacqui’s mentor instead found her a new role that took her down the path of applying her engineering skills to a tech environment.
But more importantly, she saw it as a learning opportunity that defined her direction in life based on two principles — equality and impact.
Jacqui’s work has changed how businesses explore their approach to climate change by spotlighting how much of an impact they have on the world.
In what is a fascinating conversation with Jacqui on the podcast, there are a few key themes that stick out…
- Always speak with your peers and share ideas
- Collaboration is at the root of all change
- Become aware of impact first
She leaves today’s chat with thought-provoking questions that she is exploring.
Like, how can we connect better with each other?
Tune in to hear more about Jacqui’s work, and her journey to receiving an honorary PHD!
Contact Jacqui
https://www.linkedin.com/in/dr-jacqui-taylor/
https://flyingbinary.com/contact/
Climate Champion resources to build your sustainable businesshttps://flyingbinary.com/sustainability-action-report/
The home of the Empathy Economy and Jacqui's equity mission
https://jacqui.online/
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Alex is the co-founder of Workforce.com which he started with 3 friends at university 11 years ago. They now have 150 people across 3 countries.The company had been running for a few years. One day, an early employee, and a close friend, told them it was time she got a “real job”.
This was their wake-up call that something needed to change if they wanted to scale.
To make sure that the business survived long-term, they needed to “level up”.
But as they started to do so, Alex was starting to feel uncomfortable in the evolution of his role.
In this episode, Alex and I talk about the symptoms he was experiencing as he transitioned from a university spin-off company to a scaling business. And what needed to change for him to grow with the company.
We talk about
- What it was like for the founding team to grow up with the company
- How he dealt with not enjoying transitioning to managerial positions
- What happened to the friend who left the company that triggered this change
Alex’s story highlights the transition phase that many founders experience when they start to scale. Tune in to hear how he found his middle ground.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Howie Xu was the founder of TrustPath which he then sold to Z Scaler. It’s since grown from 1,000 to 6,000 employees. He’s also a guest lecturer in Product Market Fit at Stanford University Graduate Business School.Do you run into discrepancies among your founding team?
This is the problem that Howie and I discuss today.
Howie was the founding VP engineer for a startup…. But he had fundamentally different views from the CEO.
For Howie, the reason behind a company's success is that they believe in what they do — and they go for it.
And at this particular startup, he didn’t have that.
Reflecting on it now, the founding team for this startup could have been more united in this respect.
In this episode, Howie shares how 1 piece of advice resulted in him taking a more tactical approach to his communication.
We discuss the concepts of
- Contextual communication
- Intellectual honesty
- Awareness
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Harrison founded Spokeo in 2006. It’s a people intelligence service with 15 million unique visitors per day. They had tens of millions of dollars in SVB.It’s the 9th of March, 2023. The day that the Silicon Valley Bank collapsed.
It was 12.52 pm. And Harrison got a Slack message from his team members about the 60% stock market drop with SVB.
Harrison didn’t feel that worried about it at first.
But within hours, he went from continuing with his daily meetings to approving a plan B and taking action to withdraw their money from the bank.
In this episode, Harrison shares the shock that was yet to come as he and his team tried to rescue their money before it was too late.
We discuss
- Remaining optimistic even in tough situations
- Tips for staying calm under pressure
- The power behind preparation
Harrison went from just another day of meetings to dealing with a financial crisis that could have resulted in not being able to make payroll. But he made it through quite easily.
Tune in for all of the moving parts that made it happen.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
I made a guest appearance on Dustin Serviss’ podcast, The Picture of Wealth. We talk about typical things I help coach people on and a little about my personal coaching journey.
There are two things that I often see with founders I coach,
- They give a lot of support to others and don’t get any in return
- They put their personal life on the back burner to focus on their business
And both lead to burnout.
Hustle culture promotes going faster to reach your goals. But the reality is, it doesn’t work.
In this episode, I talk with Dustin about how coaching helped me to not only create the life that I wanted but help others to do the same.
We discuss
- Challenging habits as a founder
- How having a family has forced us to reevaluate priorities
- Being healthy and achieving more
Tune in for more insights from Dustin and me, as we discuss how establishing healthy habits and having a clear vision has helped make big changes to our lives.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Asaf is the Founder of Home Made – the biggest hybrid letting solution in the UK. His background is in management consulting with Bain and then an MBA at INSEAD. He’s now well into the founder lifestyle.
Today, we go back 5 years to mid-2018. Asaf has just realised that a key hire he made to drive business development wasn’t working out.
The company was burning a bit of cash, and the growth he needed wasn’t happening.
This was the first time that he’d had to fire someone.
And in hindsight, it was nothing to do with the person.
He hadn’t made a great hiring decision.
It was his fault as a leader.
In this episode we talk about,
- Common biases and mistakes made in the hiring process
- Cross-hiring from corporate to start-up… and how it never really works
- Essential traits in a candidate that will lead to a hiring success
Today, Asaf’s hiring process is resulting in key hires having a 90-95% chance of staying long-term. A success rate that is practically unheard of!
Tune in for more insights on how he got to this level of success.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Richard is the founder of Fathom, they raised $7 million recently, including $1 million from users. They’re recognised as the 6th fastest growing startup in 2022 by G2.
What principles do you stand by as a founder?
If you’ve been in the game for a while — your values are probably different from those you started out with.
But there’s always 1 or 2 that stick with you for the long run.
In this week’s podcast, Richard shares how conviction, when paired with ignoring the noise, has served him well.
He covers 3 main elements that are at play with this approach:
- Understanding what matters in your business
- Surrounding yourself with the right people
- Running your own race
Richard’s conviction allows him to take external influences with a pinch of salt.
He firmly believes that when you have faith in your business, you see things other people don’t see.
Tune in to learn how this approach continues to serve him with his businesses today.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Rajeev is a 3x CEO, has had 3 exits and is now an author with his book, Chase Greatness.
In times of crisis, how do you support someone?
This is a question that we come up against a few times in this week’s episode.
Rajeev has been a founder through a recession and the pandemic. And during both those times, he was able to stick to his core values and by them.
But after being asked what his personal why was, and not really knowing what it was, he was prompted to deep dive and find out.
In this episode, we talk about how Rajeev’s personal “why” framework plays out in life, and what it means for him.
We discuss
- The primary role of empathy in entrepreneurship
- The difference between luck and timing for success
- The importance of having that personal why
- Tackling hard situations face on
Rajeev’s authorship has allowed him to summarise his experience and approach to life succinctly.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Karthik is the founder of Ignition. He’s not only raised $5 million for his latest venture but his product has also just been launched on Product Hunt.
Today we go back to a moment that made the history books.
August 2012. When Karthik was working for The Knight Capital Group.
It was 9 am and all the systems were running after a software update. But something wasn’t right.
In less than an hour, a bug in the system had created the greatest trading loss in the history of Wall Street, worth $400 million.
And the company was almost bankrupt.
In this week’s episode, I chat with Karthik about his learnings since that day and how it’s helping him in business.
We talk about
- Building resiliency to change
- How different companies adapt to change
- Understanding and building your roadmap for work and life
Karthik echoes the teachings from that day with clarity. And shares how he manages the moving parts of business and life while still keeping things human.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Matheus is the founder of Tint. They’re doing some cool stuff with embedded insurance products and are backed by Y Combinator and QED. They have a fully-remote global team.
This week, Matheus takes us to a crucial time when his business was in the midst of fundraising.
His daughter was just about to be born. And, at the same time, there were just 4 months of runway left.
To add to the stress, his co-founder was also expecting his first child.
Both wanted paternity leave. And both wanted to keep their business afloat.
So they had to make a choice — what comes first?
This was Matheus’ breakthrough moment.
His business was very much a part of him. But it could never come before his child and wife.
Join the discussion as we talk about
- How hard it was for Matheus to have this breakthrough
- What has changed for Matheus since he had this realisation
- Why he would never do things differently if he had the chance today
Matheus took a calculated risk and went on paternity leave. But the learnings he took from that risk were much more powerful!
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Rishabh has successfully raised $13 million for his business Fermat. In the last quarter alone, he went from $100K to double-digit-millions. Making his company possibly one of the fastest-growing e-commerce businesses of all time.
As founders, there’s always one event that you consider to be your tipping point.
This is exactly the moment we dive into in today’s podcast with Rishabh Jain.
Rishabh was forced to put his job on the line as an act of accountability.
And although it led him to where he is today — it’s had a profound influence on his decisions.
As we go into the nuts and bolts, we discuss
- The positive and negative of this moment
- What healthy accountability looks like
- How has this moment impacted his leadership style
And what Rishabh touches on in this episode, is the power of looking at those impacts face-on.
Can he choose to accept them?
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Joe Khoei is the founder of SalesX, a 3-time winner of the Best Sales Agency award at the US Search awards.Today’s episode, goes back to the start of SalesX, in 2010.
Joe bootstrapped his business solo from the start.
Within a year, he was learning all things digital marketing to meet his client's needs. And his income plummeted for it.
Fast-forward 13 years, Joe reflects on the codes of conduct that he practices with his business and how he struggles to find people on that same level.
We talk about
- His expectations vs. his bad experiences
- Cost-effective recruitment strategies
- The question of “full” partnership
Joe is a founder who knows what he wants. And this conversation flags the trials and tribulations of taking that $500,000 risk to find the right person to help you out.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Ben Johnson is the Founder of Particle41. He’s a serial entrepreneur who’s raised $35 million over the course of his career.
And in today’s episode, we go back to a moment when Ben and his co-founder had gained momentum with their company, Legal Inc. Just when they thought they could take their foot off the gas, they had to press even harder to save their business.
Their main seed investor, who was covering 50% of their $2m round, had dropped out.
Ben and his co-founder were edging close to the danger zone. They had to find a new investor — fast.
Tune in to learn how their pipeline approach helped them to find a solution.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Ben Fletcher is the founder of The Mothership, a consumer branding growth company. He successfully raised $22 million in 2 years and got to £10 million in revenue.
Today we’re going way back… to 1999.
Ben poured everything into his first-ever virtual event with blue-chip recruiters. He was excited. And the expectations were high.
But after a low turnout. The recruiters are left feeling disappointed.
Some even angry and threatening legal action.
After a quick call with a lawyer. Ben was paralysed in fear. Will they pursue a lawsuit that could destroy the company?
Tune in to hear how it all pans out.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
We’ve all experienced those nights spent tossing and turning in dreadful anticipation of a difficult conversation. Today’s guest, David Valentine, remembers one particular night five years ago.
It was the night before he had to tell his best friend and business partner that the partnership was over. But here’s the thing about those gut-wrenching moment before a very difficult event. They are usually worth it.
This episode is evidence that supports the idea that the right thing to do and the hard thing to do are usually the same.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
COVID was an obstacle for many businesses. But while the lockdown created temporary challenges for certain industries, the introduction of remote work completely obliterated the idea of office life. As a result, Lucy Minton’s one-year-old business became almost unviable practically overnight.
In this conversation, we’ll walk through this worst-case scenario. We’ll talk about how to prepare for a bear market, how to be realistic, and how to be decisive to not only survive but thrive.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
We’re constantly trying to find that equilibrium in life where it feels like we’re doing a great job in our business and we’re doing a great job in our personal life. But why does it still feel unachievable?
In this episode, I talk to Jeff Greenfield about practices he’s put in place to ensure quality time with his family, intense focus on his business, and the type of wellbeing that allows you to sleep 12 hours straight.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Founders love a good stretch target. The only problem is this can often put them under massive pressure. This is exactly what happened to my guest today.
Ken Babcock's wife Judy was set to give birth in a month and Ken used that deadline to place a somewhat self-imposed timeframe on his fundraising round. Find out what happened in this session.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
I thought I'd take this opportunity to do a quick episode on taking a look back at this year and looking ahead to next year.
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Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
We’ve been talking a lot about risk in the last few weeks and today’s conversation puts an even finer point on this topic. What happens if you take the risk and get the worst possible outcome?
Kyle Roof, my guest today, lived that reality. He took what he felt was a measured risk to start a business and he lost everything. Every penny, every employee, and his brother ended up in jail.
But here’s the thing. His story doesn’t end there. The worst happened and he was able to get back on track. He found the right partner to balance the business risk in decision-making and he was ultimately able to do the near-impossible—which is to sell an agency. Here’s his story.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
It’s very tempting to lock ourselves away and build, build, build. We tinker so we feel productive. But what if that’s just a lie we tell ourselves? Are we just avoiding the real work? Are we avoiding the real feedback from our customers?
In this episode, you’ll hear from Scott Hurff, the co-founder of Churnkey. We talk about the risks and safer bets he took when building his SaaS and the processes he’s put in place to protect himself and his team from self-delusion.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
After all that we’ve been through in 2022… and are still carrying from previous years — right now, you just want to make it to the end of the year.
But how can this be transformed into a strong mindset? One that’s calm and ready?
Let’s discuss in this week’s podcast.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Founder Fitness Test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Today I wanted to do a quick session on something that has come up for a few of my clients recently. It's the idea around the danger of rushing.
There's so much \chat around blitzscaling and hustle culture and it feels like we're getting sucked into the short term immediate timeframe, which actually becomes quite dangerous. I'll address the antidote in this episode.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
How do you deal with waking up each morning not knowing if it’s going to be the best week of your life or the worst? When you’re raising money this uncertainty can stretch out for months and it takes a toll. Especially in the current macro conditions!
In this episode, you’ll meet Varun Bhanot, the founder of MAGIC, as we revisit April when he was in the middle of a raise and not knowing if the company he had spent 10 years getting ready to build was going to cross the chasm.
MAGIC is an intelligent home gym that helps users to get fit with an AI personal trainer. Their first product is being launched right now backed by VCs and celebrity trainers.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Why would you need a business coach when everything is going great and you’re totally happy with where you are?
In this episode you’ll meet an entrepreneur who is ten years into what she thought would be a scrappy little business. But it’s not so little anymore and she’s found herself in a place where dealing with all the growth is becoming a worry!
How do you grow and stay true to your mission? These are the ideas we’ll explore in this session.
Sybil Ackerman-Munson is the founder of Do Your Good, which offers online courses, podcasts, and resources to help you make a difference with your donations to charities and to worthy causes.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Today we’re peering into the interpersonal side of running a company and managing a team. My guest today found herself in a moment where she and a key contributor left an interaction both feeling attacked, undermined, and shaken.
That ONE interaction had longtail consequences which included alienating the team, creating a toxic work culture and feelings of perceived spite.
My guest today is Jessica Ko and she has been agonizing over this since it happened five years ago. Listen on to find out how she turned this “liability” into a an advantage and is becoming a better manager and person as a result.
Jessica is the founder of Playbook.com, which is building the next-gen creative cloud storage.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Imagine being under so much pressure that you burst into tears in front of a stranger. I think for most people, that would qualify as one of the most memorable moments in their life. But for founders, that level of pressure can be sustained for months at a time—and even years.
So how does one cope? In this episode I’m talking to a founder who is searching for inner peace while she navigates supply chain crises’, finding a lead investor, raising three children and remaining present in the moment.
Shea Gerhardt is the founder of Buderflys, earbuds that use form-flexing material that responds to your body heat, so it actually gets more comfortable the longer you wear them.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Last week we talked to a founder who had sold his company and was looking into the abyss of the next phase of his life and career. Today, we’re talking to a founder who is at an even earlier inflection point, one where he faces this question: To sell or not to sell?
Indus Khaitan built an enterprise product that had big name customers and healthy revenue. It seems like a time in a company’s lifecycle that the founder should be sleeping well at night. But that wasn’t the case for Indus. The possible paths included taking on more funding, moving down market and hire a sales team, or taking a $50,000,000 payday from Oracle and walking away.
In this episode, we revisit the days and weeks Indus weighed his options and the ultimate outcome of his decision.
Indus Khaitan is currently the founder of Quolum, the best way to pay, manage and optimize your SaaS spend.
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
Selling your company. It’s an outcome that can be considered the closest thing to the finish line for an entrepreneur. So why is it memoirs aren’t written about the amazing vacations founders take post-exit? Or movies made about a mid-life retirement and endless days on a beach in Thailand?
Because to a founder, that sounds awful. In this episode, I talk to Joe Keeley about the emotional and practical inventory taking a founder goes through after making the decision to sell his or her company. And the battery of questions that all point to figuring out this: What’s next? And even who am I?
Want to know how Future Fit you are? Take 3 mins to benchmark yourself with our Peer Score test on peer-effect.com. You might discover some surprising gaps!
Or just follow James on LinkedIn for more thoughts around coaching and being future fit.
When Joe Burns and his co-founder attended a Growth Accelerator Program, they were asked one question by their coach which changed the course of their business and their partnership.
"What revenue number do you want in three years?"
If you haven't asked yourself or your co-founder that question, you will want to after you hear Joe's story. In this episode, we go back to that moment Joe and his partner realized they were on two very different paths and the steps they took to find alignment.
Today I'm talking about imposter syndrome and Idiots Mountain--a topic which came up at dinner with friends this week.
In 1999, David Dunning and Justin Kruger came up with a Dunning Kruger Effect based on the realization that high competence individuals often underestimated their ability. In this episode, I'll teach you how to use this phenomenon to get the most out of where you are in your journey.
James: Today, I'm talking to a founder whose successful business career, including Microsoft and one exit left her caught by surprise. When she bought a company that turned out not to be the profitable lifestyle business, she thought in this episode, we'll explore how this could have happened and how she fixed it.
You'll be surprised by one of the most humble and innovative approaches I've heard of to turning a business. and how that informed her choice of eventual exit strategy before she moved on to her third and current business.
So Chelsea, welcome to my coaching time machine.
Chelsey: Thanks James,
James: When, when are we going back to
Chelsey: we're going back to the spring of
2019
James: wow. And what, and what's happening in the spring of 2019?
Chelsey: in the spring of 2019. I've decided that I will use the proceeds from a prior business sale to buy another business.
James: Mm, sounds sounds sensible. So what's what what's, what's going on in this moment for you.
Chelsey: Sure. So. I go through the due diligence process to purchase a business. Uh, this business happens to be a local landscape installation company, um, you know, with mid, uh, mid six figure revenues. And there's a lot of low hanging fruit. So after due diligence, I decided that I would move through with the purchase.
And I did. So I got an SBA loan, which is a small business administration loan, um, here in the United States. And I purchased the business from a fellow who was
retiring.
James: Hmm.
Chelsey: And then after I made the purchase of the business, I quickly discovered that. Um, it was cash flow negative, and there was a bit of manipulation that happened on the financial statements.
Um, and despite myself having a background in finance and having an attorney and an accountant look at it, they were still misleading. So, uh, what had happened was that the owner was, taking a distribution, a pretty hefty one. Um, and then he was cashing that out and paying some employees.
Uh, with cash and also, paying for all of the equipment in cash. And so on the financial statements, none of that appeared, um, it just appeared that people were working 40 hours a week. Um, and that there were, you know, the equipment was in good
working
order.
So
James: Wow. That must have been quite, quite the moment of realiz.
Chelsey: it was shocking. It really was. You know, I've owned businesses before.
And I thought I knew what to look for. And I had met with this fellow for, you know, a dozen hours and he knew that I was spending a bundle on it. And I would never imagine that someone would. Take advantage of another person like that. I, it just never occurred to me. yeah, so I found out because, you know, we kept being negative and I kept having to invest my personal money into the business.
And after about three months, I had kind of made some offhand remark to an employee about like, Hey, we can't keep bleeding money. Like, you know, stop buying this or that. And he was like, oh, well, you know, Something about how well the prior owner used to give us cash for this. And I was like, what are you talking about?
And then he was like, yeah, we used to get paid, uh, for overtime in cash. And we used to, you know, pay for gas in cash. We used to purchase equipment in cash, and that's when I realized that this guy was probably barely breaking, even at
best.
James: Wow. So you, so this business that you've bought within the processes of your previous business, it's, it's sold as this cashflow positive business, you discover that there's stuff going on
that shouldn't have been, which is actually generating sort of a negative. Business and you've take, and you'
Today I'm talking about one of my favorite things I share with my clients, The 1-10-100 Triangle.
In 1992, George Laitz and Yuang Chung proposed the 1-10-100 Rule, which maintains that data entry errors cost exponentially more, the longer it takes to identify and correct them.
This coaching session is about how to apply this rule to your business to reduce wasted resources and wasted time.
Today I’m talking to a founder who heeded outside pressures that told him he needed a co-founder to get to the next level—which in his case, meant securing institutional funding.
So he found a co-founder by looking for someone with the most compatible skillset. Makes sense, right? But what he failed to account for were factors like mission-alignment, long-term commitment, and the realities of startup life for a first-time founder.
In this episode, we retrace the qualities that make a “good” co-founder and dig into the less conventional way of building a founding team without the all-or-nothing approach of the traditional co-founder relationship.
Something has been coming up quite a lot for my clients in recent coaching sessions. It's the idea of going faster versus getting there faster.
For entrepreneurs, founders and CEOs, there's this idea of "I need to work more" and "I need to just go faster."
But when you take a step back from that approach, is it actually the right one?
The decisive moment we’re jumping back to in today’s episode is a moment when two co-founders have to decide whether or not to take outside funding.
In a co-founder relationship, each person is bringing their individual perspectives and past experiences into the decision-making process. How do you navigate such a scenario while protecting the relationship between the founders and also choosing what’s best for the business?
Today’s guest, Jane Portman, did exactly that. In this conversation you’ll hear how she quelled fears for both herself and her co-founder and closed a pre-seed round that, as she says, served as a multiplier for their time and skill.
Today, I'm gonna talk about the most difficult conversation you can have, which is when you're letting someone go.
On last week's episode, I spoke with Jeff J. Walker who, as a corporate employee had put up with quite a lot from the upper management at his company.
One day, they surprised him with an exit conversation disguised as a a performance review conversation, leaving Jeff blindsided. Today I want to talk about a better way to have that conversation and most importantly, how to avoid it happening in the first place.
Founders are constantly making decisions. But how many of those daily, often hourly, decisions are truly, gut-wrenchingly difficult? Every founder faces some in their career.
Jeff J. Hunter, who you’ll meet in this session, encountered setback after setback, each time being forced to make a choice that put him at odds with what was safe, what was comfortable, and what was predictable.
In this episode, we explore how to make difficult decisions and why not making a decision is still a decision.
As we jump into the time machine, you’ll be inside this founder’s head as he copes with situations entirely out of his control and finds power in the decisions he can control.
Today, I'm going to be talking about a situation that strikes fear into the heart of every business owner. This is one of the biggest and most dreaded what ifs, the stuff of nightmares, guaranteed to have you breaking out in a cold sweat. What if you lose your main customer?
James Leighton, the founder of a recruitment services company, found himself in a painful situation familiar to so many business owners: Too much revenue coming from a single source. This issue is one of the trickiest for founders to navigate because it doesn’t feel like a problem until it’s already too late.
Like cybersecurity or data backups, outsized revenue channels lurk in the background until the day comes that you get an unexpected phone call and your business has evaporated practically overnight.
This is exactly what happened to James when a single client, which made up 90% of his revenue, called it quits.
In this episode, we explore the decisions that led up to this moment and how James has both diversified his business and developed as a leader since that crisis.
Whether you’re building a b2b product, running a consultancy, or selling a consumer product on one particular marketplace this is a crisis you are not immune to but can absolutely avoid by learning from James’ story.
Founders are faced with critical decisions on an almost daily basis, but perhaps the most critical of all is choosing a co-founder to accompany you on your journey.
If you end up the wrong co-pilot in the cockpit, you'll have trouble gaining altitude or worse still, you may never get your business off the ground. On the flip side, having the right co-founder opens the door to a myriad of business benefit.
If your founding team has complimentary working styles and strengths, equal passion, shared vision and the right skillset, the sky is quite literally the limit.
How do you know when to listen to your gut? After you’ve chosen a co-founder, it’s hard to know when that person needs more support, more resources, or when he or she simply was not the right choice in the first place.
In this episode, you’ll meet a founder who made a choice early in his business that he questioned for years. But instead of trusting his gut, he did everything he could to avoid a potentially painful situation.
But the issues only deepened, leading to a partnership ending meeting nearly three years into the business. As we jump into the time machine, you’ll hear Sean Anderson, of Hoxo Media, describe the steps he would have taken if he could do it all over again.
If you want to see how future fit you are then take 3 minutes to find out your Peer Score at www.peer-effect.com/peerscore
Running a business isn't easy at the best of times. When you're running a business and fundraising, the threat of burnout is all too real and ever present. Today, I'm talking about this exact issue, burnout, and how to avoid it while managing the formidable challenge that is fundraising for your business.
Joining me in the coaching time machine is a founder whose been through something many of you will likely go through yourselves if you haven’t already. I’m talking about fundraising.
One morning in May 2018 Alex van Klaveren, the founder of Kandidate, was unable to get himself out of bed. He was in the middle of his first fundraising round and the stress and overload had become overwhelming.
If he could go back in time, he says, he would have prepared for the raise as though preparing for a marathon.
In this episode, Alex takes us back to May 2018. You’ll not only hear the painful story in his own words but also the insanely practical advice he would give founders about to take on fundraising.
If you want to see how future fit you are then take 3 minutes to find out your Peer Score at www.peer-effect.com/peerscore
On last week's episode, Tara, the founder of BuyMeOnce, shared her own experience with the sunk cost trap. Today, we're gonna drill down into what it is, why we fall into it and how to avoid it when you've already plowed time, money, effort, blood, sweat, and tears into a business project that just isn't working.
Normally CEO coaching is highly confidential but on this podcast brave founders and CEOs will jump in a time machine and relive some of their toughest moments while I coach them through it. We’ll explore what they did, what their options were and most importantly the why behind their choices and actions. Hit subscribe to get to the root of the biggest challenges facing ambitious entrepreneurs and how to overcome them.
You’re about to meet a founder whose story many of you will relate to. Tara Button’s company BuyMeOnce had outgrown v1 of her site as well as the platform she originally launched on. It’s a problem first time founders hope to have.
Tara knew she had to rebuild and relaunch in order to scale. But this is not a conversation about mistakes she made along the way. Because, as you’ll hear in this episode, Tara did nearly everything right. She outsourced talent to make up for the areas she lacked expertise, she used her network to vet her developers, she set a deliverable and a timeline. It should have been a successful launch and it wasn’t. So why is that?
In this episode, we talk about the notion of sunk-cost fallacy and why certain deeply help beliefs and fears influenced Tara’s decisions in her journey.
Today I'm joined by Jack Dyrhauge who is the Founder of Neuropool. He is an ADHD, Autistic entrepreneur on a mission the change employment odds for Neurodiverse job seekers
We speak about would you do what you do for free and how there can still be personal consequences even if you love it. Plus some great tips on how to improve the neurodiversity of your business
Key Takeaways
- To survive and truly enjoy the journey plan for business AND personal
- Take the time to figure out what you’re rushing towards and if that truly is success.
- When approaching neurodiversity start with asking all your existing staff for ideas on what you can do better
Today I'm joined by Lizet Zayas who is the Founder of Successfully. She is currently helping people truly define what success means to them and sharing inspirational stories via a new book; “Stories of passion from around the world”
We speak about finding your authentic self and the influence of those around you
Key Takeaways
- We can be forced into changes by collapse or choice to make changes on our terms
- You don’t need to go all-in because change doesn’t happen overnight
- The people we surround ourselves with influence who we are going to be
Today I'm joined by Sarah Mason who is the Chief People Office of Foxton’s and my personal go to on anything HR. She is an expert in both HR and psychology and led some rapid scaling journeys.
We speak about what HR really is and how founders can best use it to help them scale their businesses
Key Takeaways
- HR is simply how do you get the right workforce for your company objectives
- The shift from “command and control” to “involve and engage” and what that means for companies
- The 4Bs when it comes to workforce - Buy, Borrow, Build or Bot!
- Use data to identify that the real business need that HR should be prioritising
Today I'm joined by Stephen Hunt who is the founder of Hunt Hospitality and was the NSW Business Leader of the Year 2021. He started in 2008 and has grown from one pub to 6 brands and 250 employees. His new book “Find Build Sell” will be out in March.
We speak about always putting yourself in the right room and listening for the one nugget
Key Takeaways
- Find the right people who can help you find the answers
- Put yourself in groups that feel a little bit out of your league. Keep on upgrading those groups as you develop.
- Avoid the trojan horse! Only take money from investors that you trust and want to work with long term.
- If you’re going to write a book give yourself a lot longer than you’d think!
Today I'm joined by Manny Cohen who is the founder of Armadillo Group which might be the next British unicorn in RegTech! They’ve been in the RegTech100 in 2021 and 2022 and are entirely self-funded over their 25 years so far.
We speak about believing in yourself and having a life out of work
Key Takeaways
- Once you’ve made a decision, emotionally commit to it
- Pivoting can mean (deliberately) losing some major clients
- You can’t always believe in yourself. Sometimes you need help reconnecting with that belief
Today I'm joined by Pablo A. Ruz Salmones who is the founder of X Eleva Group in Mexico which combines business consulting and tech development. They’ve grown internationally, won lots of awards and are entirely self-funded
We speak about being true to yourself and building something people will fall in love with
Key Learnings:
- Patience is a necessary virtue for an entrepreneur. Build what you truly want to build.
- Doing the right thing will lead to greater long term success
- Be true to yourself and bring your personal self into business
- A successful tech project considers both business objectives and cultural values
Today I'm joined by Kenneth Kutyn who is the co-founder of Deckbuildr.io which gives you a customised pitch deck in 30 seconds. He was previously part of the founding team of Rightly on their £100m journey.
We speak about how to always tackle the biggest problem first and get your first real customers
Key Learnings:
- Get your first customer to test on as soon as possible. Internal discussions are only guessing.
- You can be doing things the right way, but be fundamentally doing the wrong thing!
- The difference between a real customer and a connection masquerading as an early adopter
- Piggyback your way to traction, there are big hidden communities in places like slack
Quotes:
- "Ask questions your mother would give you an honest answer to"
- "Get your first customer to test on as soon as possible"
Today I'm joined by Gillian Harrison, who is the CEO of Whitefox Technologies. They are a multi-award winning business who focus on reducing energy and water waste in industrial processes while increasing productivity.
We speak about how to understand your target market and what is the problem you're trying to address. Plus a bit around how to achieve net-zero!
Key Learnings:
- You'll need a multi-billion addressable market if you're looking to build a £100m business. Have you checked in enough detail?
- Customers will tell you what they want and then you can build that. Is there a real need?
- Market research is also a good way of identifying your likely early customers
- Use the data to avoid going head to head with big incumbents on launch
Quotes
- "Don't spend time and money developing a technology that nobody wants"
- "If I could solve this for you, would that be meaningful?"
Today I'm joined by Steve Coulson, who co-founded Kitt which enables tenants to get a bespoke managed office in any building anywhere. They are growing fast and one to watch!
We speak about what the journey is really like as an entrepreneur and the importance of support at work and at home.
Key Learnings:
- The evolution of the workplace away from cubicles, via astroturf and free beer, into true employee-centric spaces
- Ignore the Instagram hype, it's not just one moment of ingenuity. There's a lot of execution!
- Don't do it on your own - surround yourself with either a co-founder or support system
- Having a co-founder with different but complementary ways of thinking more important than skillset
Today I'm joined by Logan Naidu, who founded Kernel Global which is one of the FT1000 fastest growing businesses in Europe. They're almost at the £100m.
We speak about what culture really is and how to practically deliver an environment of kindness and excellence.
Key Learnings:
- Kindness can be symbiotic with excellence, not at the expense of
- Importance of removing bad actors, even if they're top performers
- Be known for being the best - externally and internally
- Build a business you're proud of and want to spend time in
Today I'm joined by Simon Barbato, who founded Mr B & Friends a leading brand agency who's created awesome brands for companies on the £100m journey.
We speak about what is a brand and how to use it to achieve your business vision.
Key Learnings:
- Accelerate your growth by being a brand leader in your category
- Can you distil your brand into one organising thought?
- The 4 stages of brand evolution - identity, product proposition, experience and content
- 2 speed strategy: some budget on brand building, some to brand activation
Today I'm joined by Nektarios Liolios, who not only founded Startup Bootcamp Fintech but now runs The Future Farm which is a community focused on healthy entrepreneurship
We speak about some of the pressures and misconceptions around entrepreneurship and the importance of surrounding yourself with the right people
Key Learnings:
- Becoming an entrepreneur doesn't mean changing who you are.
- Having someone you can talk to is really important - whether that's a mentor, coach or peer
- Have an awareness that you need to scan yourself to catch any issues early
- External investment can really increase the pressure and mental health impact
Today I'm joined by Michael Mellinghoff, the Managing Director of TechFluence UK. He also launched the FinTech Germany award in 2016. Michael has helped hundreds of FinTech startups to scale and fundraise.
We speak about the power of focusing and how best to make those hard decisions on what ideas and opinions to pursue and what to ignore
Key Learnings:
- If you believe you've found your business model stick to it. Or pivot wholeheartedly. Don't dual track
- Stealth competition is out there working on the same idea and waiting to access the marketing pool of money once product / market fit is right
- Know who to listen to - smart founders seem to take the right advice from the right people
Today I'm joined by Shelby Austin, the CEO of Arteria AI, a business spun out of Deloitte in 2020 simplifying contract lifecycle management which recently raised $11 million in series A funding. Shelby has also been recognised in the top 25 women leaders in tech services and consulting.
We speak about how to be customer obsessed while still making your own people spectacularly happy
Key Learnings:
- Don't focus on scaling but treat every person like they're your last client or last employee
- Instill a culture of urgency, a culture of excellence, a culture of speed, a culture of obsession, but also a culture of kindness
- The power of listening to inspire performance
Today I'm joined by Mark Whitcroft, one of the founding partners of Illuminate Financial, a VC that specialises in FinTech and Enterprise Software. He started the business 7 years ago and is now on the second fund with a value of about $100 million.
We speak about what drives better decision making while roaming around team, data and sales cycles!
Key Learnings:
- Decision making is a skill that can be focused on and improved
- In early stages you don't have enough data so quality of decision making is driven by founding team and their hires. As business develops use of data to drive more certain decisions is critical
- The danger of advice and false indicators in decision making
Today I'm joined by James O’Donnell, Commercial Director of Social Ink, the social media marketing company that helps CEOs and businesses create stories online through social media and building communities.
We speak about why you should be creating authentic content that shares your story.
Key Learnings:
- People love hearing stories. Content that is story-based gets on average three times as many views and twice as many interactions.
- Just jump in. Don't let the need for perfection stop you starting
- Use "pillar content" to focus your message so you can be passionate AND relevant to your business
Today I'm joined by Matt Baird, an expert recruiter and Founder Member of the District4 community. He specialises in Social Housing.
We speak about how the District4 model has empowered Matt to do the job as he feels best which has had a big impact on customer experience and personal satisfaction.
Key Learnings:
- How the model means he can spend his whole day focused on customers as no meetings or management
- Power of allowing specialists to focus on what they're good at and not nudge them into management
- Absence of KPI monitoring actually leads to increased performance and satisfaction
Today I'm joined by Brandon Metcalf, CEO & Founder of Place Technology, one of the top 21 companies to watch in 2021. Brandon previously was the COO of Talent Rover before he sold the business.
We speak about the importance of knowing and understanding your financials as a founder: P&L, cash flow and exit valuation model.
Key Learnings:
- Build your exit valuation model now to avoid irrelevant revenue and effort
- Credibility with investors comes from execution and understanding your numbers
- Use data to avoid the "squirrel approach"
Today I'm joined by Clair Mohammed, a partner coach for District4. Clair helps expert recruiters in the community get their businesses up and running.
We speak about Clair's experience with the members, the challenges they have been facing and what she is doing to help them overcome these challenges in order to help them achieve their goals quicker and more smoothly.
Key Learnings:
- Difference of mindset as your own boss rather than being an employee
- How to work in a way that resonates with your own values
- Power of coaching to help with the paralysis of unlimited choices and opportunities
Today I'm joined by Nick Baker, one of the Co-Founders of Alpha Financial Market Consulting, now the world's leading asset and wealth management consulting firm. He started in 2004, and enlisted in 2017, with private equity ownership along the way. He is now a Non-Exec Advisor and Angel Investor.
We speak about how Nick drove Alpha past the £100 million valuation and the general business principles behind this. Now it is listed on AIM and worth over £350m.
Key Learnings:
- Reward people with equity, and have a strong story why will be valuable as may take some time
- Be commercial and the danger of discounts
- What do you want to be famous for? Figure out what you should and shouldn't be doing
What does it take to create a £100 million business?
I will be taking you on a journey and sharing my key learnings. I believe there's a massive opportunity to disrupt the recruitment sector and build something very different and exciting. With the support of my network I'll be talking to CEOs, VCs, founders, DNI specialists, marketers, and many more so we can learn and live it together.
It comes down to one very simple idea, happy expert recruiters equal happy customers. I believe that the District4 model is highly disruptive, highly scalable, and delivers excellent customer experience. I also believe it is the future of recruitment and organisational design. It is also happening in other sectors.