Podcast
Building The Brand with James Burtt
Hosted by Phonic Content · EN
Building The Brand is a Top 50 business podcast for people who don’t just want success stories - they want to understand how success is actually built. Hosted by James Burtt, each episode features in-depth conversations with entrepreneurs, founders, and creators behind standout brands. This isn’t surface-level storytelling. This is a tactical break down of real decisions, trade-offs and lessons behind standout brands Past guests include world-renowned business and entrepreneurial figures Gary Brecka, Grant Cardone, Joe Foster, Mark Victor Hansen and John Lee Dumas. Not how to. This is how you.
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Build A Brand The Creates Freedom: Phil Graham Reveals How To Build A Seriously Profitable Business That Gives You Freedom, Not Burnout
2w ago01:28:29Tap to summarizePhil Graham is an entrepreneur, business strategist, investor, mentor and founder of the multi-million pound brands Fitness Entrepreneur and Expansion Partners.After being diagnosed with type 1 diabetes at 16, Phil refused to accept the limitations placed on his life. He rebuilt his health through bodybuilding, nutrition, training and self-education, before turning that knowledge into one of the most successful fitness business coaching companies in the UK.Connect Here: https://buildingthebrand.co.uk/newsletterHe breaks down why most entrepreneurs are not really chasing revenue - they are chasing freedom, peace, control and options. He also explains why many founders build businesses from fear, scarcity and external validation, then wonder why success still feels unfulfilling.Phil shares: ▪️ How he became one of the UK’s leading fitness business coaches▪️ Why skills come before cash when building a profitable business▪️ Why most founders are really chasing freedom, peace and control▪️ How to build a business around your life, not a life around your business▪️ How emotional mastery affects business growth, leadership and decision-making▪️ Why customer success, retention and repeat revenue create real wealth▪️ How to scale a business with a lean, high-performance teamFind out if Phil’s Expansion Partners is right for your business https://phil-graham.com/expansion-partners/Key Moments: 0:00 — Phil Graham on defiance, freedom and success6:00 — Being diagnosed with type 1 diabetes at 1610:23 — Bodybuilding, nutrition and self-mastery13:27 — Getting his first client and discovering business15:18 — Moving from personal training into business coaching17:23 — Scaling from one-to-one to one-to-many18:37 — Building Fitness Entrepreneur20:06 — Why clarity comes from action21:12 — Business as personal development25:05 — Emotions as a tool for growth34:31 — Phil’s near-death experience39:24 — Building from scarcity versus abundance42:24 — Building a business around the life you want45:49 — Why founders want freedom more than revenue46:42 — The founder operating system50:27 — Why skills lead to cash54:19 — The Founder’s North Star58:26 — The five growth drivers1:00:24 — Why retention creates real wealth1:02:46 — Leaving the laptop at home1:05:28 — The lean team behind a profitable business1:08:40 — Why big teams can create bloat1:13:45 — Scaling without creating a monster1:18:22 — Authority, profit and freedom1:19:39 — The 90-day execution model1:22:39 — Boutique versus mass-market growth1:26:06 — Why profit matters more than turnover1:27:20 — Business as the key to freedom
Transcribe →How She Spotted Grenade, BrewDog and Tangle Teezer Before They Were Household Brands! Great British Entrepreneur Awards Founder Frankie James On The State Of Business In The UK Right Now!
3w ago00:43:48Tap to summarizeFrankie James is the founder behind the Great British Entrepreneur Awards, Ideas Fest and one of the UK’s most influential entrepreneur communities.In this episode of Building The Brand, Frankie shares how she built a platform that celebrates and connects British founders, startup leaders, scale-up businesses and some of the UK’s most exciting future household-name brands.The Great British Entrepreneur Awards have helped spotlight entrepreneurs and brands including Grenade, BrewDog, Tangle Teezer, Dr.PAWPAW, Zilch, Cera Care and Simmer Eats. But this conversation is not just about business awards, black tie events or winning trophies.It is about the real power of UK entrepreneurship, founder community, business networking, face-to-face events, visibility, resilience and human connection.Frankie explains why entrepreneurial spirit in Britain is still alive and well, why the government needs to listen to founders across every region and industry, how GBEA became more than an awards programme, and why Ideas Fest has become known as the Glastonbury of business.She also opens up about intuition, ADHD, working with her partner Dylan, using AI in business communities, and why the best entrepreneurs are often not the ones with the perfect business model — but the ones hungry enough to keep figuring it out.Watch more episodes and connect here:https://www.youtube.com/@buildingthebrandofficialhttps://buildingthebrand.co.uk/newsletter▪️ Why UK entrepreneurship is still alive and well▪️ How Frankie James built the Great British Entrepreneur Awards▪️ Why Ideas Fest became known as the Glastonbury of business▪️ Why business awards can help founders build visibility and credibility▪️ How founder communities help entrepreneurs through difficult times▪️ Why entrepreneurship is not just tech companies in London▪️ What Frankie looks for in future household-name founders▪️ Why face-to-face events still matter in an AI-driven world▪️ How AI can help connect founders, investors, partners and business support▪️ Why the best entrepreneurs are hungry, resilient and willing to pivot▪️ How Grenade, Simm Eats and other UK brands came through the GBEA ecosystem▪️ Why there is nothing wrong with building a great business you enjoy runningKey Moments: 0:00 — Frankie James and the UK entrepreneurship scene0:30 — Is British entrepreneurship still alive and well?1:52 — Why entrepreneurship is not just tech companies in London3:57 — Frankie’s journey into business and entrepreneurship7:03 — How the Great British Entrepreneur Awards started8:38 — Building GBEA with data, insight and founder stories10:03 — Spotting future household-name entrepreneurs11:12 — Why business awards matter for founders13:31 — Building community beyond trophies and events15:21 — Ideas Fest: the Glastonbury of business17:31 — Founder intuition, ADHD and big business decisions19:13 — Scaling Ideas Fest from 1,200 to 6,000 people22:12 — Why founder community matters during difficult times24:47 — The hidden fear behind successful entrepreneurs25:32 — Grenade, GBEA alumni and British business success stories27:48 — The future of Ideas Fest and entrepreneur networking31:11 — How AI could make business communities more human35:16 — Creating meaningful connections at large-scale events37:32 — Building a business you actually enjoy running39:16 — Why Simmer Eats is a UK founder story to watchReach out to Frankie https://www.linkedin.com/in/frangbea/Find out more about the Ideas Fest https://ideasfest.uk/Enter this year's Great British Entrepreneur Awards
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Batch LDN: No Fashion Experience But They've Built The UK's Coolest Menswear Brand That Celebrities Love
May 1301:03:43Tap to summarizeHow do you convince people to spend £400 on a suit… and then wait up to eight weeks for it?That is exactly what Sam and Julian, the founders of Batch LDN, have managed to do.In this episode of Building The Brand, they share how two founders with no fashion background built one of the most interesting menswear brands in the UK by doing almost everything differently.Batch LDN is not a traditional fashion brand. They do not hold huge amounts of stock. They do not rely on fast fashion cycles. They do not lead with endless paid ads. Instead, they batch customer orders together, make every item to order in London using premium Italian fabrics, and have built a brand around quality, community, retail experience and smart casual menswear that actually fits modern life.But this conversation is not just about suits.Sam and Julian talk openly about why industry naivety became an advantage, why sustainability alone was not enough to drive sales, how a real-life robbery became one of their most successful marketing moments, why having the right co-founder changes everything, and why they chose to build through physical retail first when most fashion brands start online.They also break down how Batch LDN has attracted celebrities, sports teams and investors, why Romesh Ranganathan became involved in the brand, how they became the official menswear supplier to Burnley Football Club, and what comes next as they look to expand the product range, grow online and take Batch international.SHOP @ Batch LDN CONNECT WITH OUR BUILDING THE BRAND COMMUNITY▪️ How Batch LDN created a made-to-order casual suit brand▪️ How batching orders helps reduce waste, stock risk and cost ▪️ Why premium Italian fabrics and London manufacturing became core to the brand ▪️ Why Sam and Julian’s lack of fashion experience became a superpower ▪️ How sustainability shaped the business internally but failed as the lead marketing message▪️ How a robbery at their store became a viral marketing campaign ▪️ Why the “See It. Say It. Suited.” campaign put Batch on the map ▪️ The importance of having the right co-founder in a startup ▪️ Why physical retail became Batch LDN’s strongest sales channel ▪️ Why the founders hired a creator and doubled down on storytelling instead of paid ads ▪️ How celebrities including Romesh Ranganathan, Ashley Walters, Simon Pegg, Ant and Dec, Josh Denzel and others have worn the brand Key Moments:0:00 — Intro03:33 — How Batch LDN’s made-to-order fashion model works06:42 — How Sam and Julian started Batch LDN with no fashionexperience08:03 — The fashion waste problem behind the made-to-order model 12:00 — Why sustainability alone does not sell fashion15:32 — How startup experience helped Batch challenge the fashion industry17:41 — PAUSE POINT: Industry naivety can be a competitive advantage19:34 — The Batch LDN robbery story23:18 — Why the co-founder relationship matters in startup life26:36 — Why Sam chose Julian as his Batch LDN co-founder30:34 — PAUSE POINT: The right co-founder helps carry the weight32:58 — Building the Batch Members Club and fashion community35:20 — How the Covent Garden flagship store became a retail and events space36:54 — Why 80% of Batch LDN revenue comes through physical retail39:20 — Replicating the in-store fitting experience online40:58 — PAUSE POINT: Do not blindly follow the direct-to-consumer startup playbook43:35 — Why Batch LDN hired an in-house content creator46:59 — Doubling revenue without paid social advertising48:55 — Celebrities, social proof and Batch LDN suits in the wild52:17 — Why Romesh Ranganathan invested in Batch LDN53:59 — Taking Batch LDN to America and testing international growth54:30 — Becoming Burnley Football Club’s official menswear supplier56:00 — Why sports teams and smart casual menswear are a major opportunity58:29 — New Batch LDN products: corduroy suits, cropped jackets and wider-leg trousers1:00:20 — The five-year vision for Batch LDN
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Thomas Hal Robson-Kanu: The Premier League & Euro 2016 Hero Building The Turmeric Co In Order to Take On Big Food & Big Pharma!
May 601:04:25Tap to summarizeCan you imagine choosing to walk away from a dream career as a Premier League and International Footballer? Well, that’s exactly what Thomas Hal Robson-Kanu did and in this episode of Building The Brand, he shares the full journey from professional footballer to founder, from home-brewed shots made by his dad to producing hundreds of thousands of units a week, building a vertically integrated manufacturing operation, taking strategic investment from AG Barr and pursuing a mission to make functional nutrition mainstream.But this conversation is not just about building another drinks brand.Thomas talks openly about the pressure of running a business while still playing professional football, why a side hustle is only a problem if it damages performance, how The Turmeric Co is trying to challenge the way people think about food, health and medicine, and why scaling a business requires the founder to evolve from passionate generalist to true CEO.Thomas and his team have generated a discount code for Building The Brand listeners to benefit 20% off of their first one-time purchase - enjoy! Click https://tinyurl.com/turmericbtb and use code BTB at checkout▪️ How a career-threatening football injury led to the creation of The Turmeric Co▪️ Why his father’s kitchen-made blend became the foundation for the business▪️ What it felt like going from Euro 2016 hero to health brand founder▪️ Why business impact now feels more meaningful than football glory▪️ The pressure of building a company while still playing Premier League football▪️ Why a side hustle is only a problem if it damages performance▪️ How The Turmeric Co is trying to challenge big food, big pharma and the wider health system▪️ Why evidence, data and clinical research matter for functional health brands▪️ How the brand scaled from kitchen batches to a 20,000 sq ft manufacturing site▪️ Why vertical integration became one of the company’s biggest advantages▪️ The leadership shift required when going from startup to scale-up▪️ Why The Turmeric Co chose strategic investment from AG Barr▪️ What comes next for The Turmeric Co, Raw Hydrate and functional beveragesKey Moments: 0:00 — Intro01:15 — The Euro 2016 goal against Belgium03:37 — The testimonials driving The Turmeric Co mission04:13 — Thomas’ career-threatening knee injury06:13 — Why standard medication did not work for him07:19 — How the original turmeric blend changed his recovery08:03 — Retiring from football on his own terms10:00 — Running the business while playing professional football11:32 — The pressure around athletes having side hustles14:00 — PAUSE POINT: A side hustle is only a problem if it hurts performance16:16 — Thomas’ dad and the origins of the kitchen-made blend18:50 — The mission to make functional nutrition more accessible20:30 — Taking on big food, big pharma and outdated health beliefs21:26 — Moving from testimonials to data and health markers24:58 — Why healthcare needs to think more about prevention28:19 — PAUSE POINT: Some brands are trying to change a system, not just sell a product30:30 — Going from home brew to scaled production32:45 — Why manufacturers refused to make The Turmeric Co blend34:33 — Launching The Turmeric Co direct-to-consumer36:00 — Moving from 1,200 sq ft to a 20,000 sq ft site36:46 — Why vertical integration became a superpower37:14 — Achieving BRCGS AA+ manufacturing standards39:17 — Moving from startup chaos to scale-up structure43:03 — Why growing businesses need specialists45:46 — The founder’s shift into the CEO role48:11 — Process, SOPs, cadence and business traction50:16 — PAUSE POINT: The founder who starts the business is not the same one who scales it54:26 — The business book Thomas recommends to founders56:23 — Taking investment from AG Barr57:36 — Why strategic investment made more sense than private equity1:00:31 — Launching Raw Hydrate and entering natural hydration
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PREVIEW: Thomas Hal Robson-Kanu On His Natural Health Brand That Is Taking On Big Pharma
May 600:01:24Tap to summarizeDON'T MISS THE WHOLE EPISODE VIAhttps://tinyurl.com/buildingthebrandofficial
Transcribe →Grenade Founder Juliet Barratt: Building Carb Killa, £200M Exit & Why Success Felt Like Grief
Apr 2901:13:50Tap to summarizeJuliet Barratt is the co-founder of Grenade, one of the most successful British brands of the last decade.In this episode of Building The Brand, Juliet shares the real story behind Grenade, from launching with limited resources, driving a tank into the NEC to stand out at BodyPower, getting picked up by major retailers, creating the Carb Killa bar, helping bring protein into mainstream retail, taking on private equity and eventually selling to Mondelez.IN THIS EPISODE, JULES SHARES:▪️ How Grenade was born from years of experience in sports nutrition▪️ Why Juliet believes founder-market fit matters more than just having a good idea▪️ How Grenade spotted a gap in a category full of generic white tubs and scientific names▪️ Why the grenade-shaped packaging gave the brand instant memorability▪️ How standing out at BodyPower helped get the attention of GNC▪️ Why early brand building was about being different, not having the biggest budget▪️ The story behind launching Carb Killa▪️ How Grenade helped move protein bars from niche sports nutrition into mainstream food retail▪️ Why timing was crucial to Grenade’s success▪️ How the brand educated retailers and consumers at the same time▪️ Why Juliet says the secret to Grenade’s success was simply “giving a shit”▪️ The reality of having almost no money in the early days▪️ Why Juliet and Al did not take salaries for years▪️ How private equity changed the business▪️ Why selling a majority stake may not always be the right move▪️ What it really felt like to sell Grenade to Mondelez▪️ The emotional impact of exiting a business you built from scratch▪️ Building a business with your spouse▪️ Why Grenade kept Juliet and Al together professionally even as their marriage changed▪️ The difference between building a brand and running a numbers-led business▪️ What Juliet looks for now when she works with founders and brandsKEY MOMENTS:0:00 — Intro01:24 — The one thing that made Grenade successful01:43 — Why “giving a shit” became Grenade’s real advantage02:00 — Juliet and Alan’s experience before Grenade03:14 — Why the first version of Grenade did not sell04:20 — Going from distributor to brand owner05:00 — The gap in the sports nutrition market07:00 — Why Grenade’s branding came from gut instinct08:46 — Retiring, getting bored and deciding to build again10:25 — Creating a product people could actually feel working12:26 — Wanting Grenade to be the Red Bull of sports nutrition13:52 — Driving a tank into the NEC15:00 — How Grenade started attracting athletes and advocates17:00 — Why bricks and mortar made sense before DTC18:43 — The tough early days of building Grenade20:18 — Running lean, paying suppliers and not taking salaries21:45 — Taking private equity in 201423:00 — Bringing in a CFO and freeing up the founders25:00 — Launching Carb Killa25:50 — Why Juliet still worries about money28:16 — The emotional finality of the Mondelez deal30:00 — Why selling Grenade felt like giving away a child31:05 — Still feeling protective over the brand32:08 — PAUSE POINT: Creating a category35:00 — Leaving the business and losing founder identity40:31 — How Carb Killa moved Grenade into mainstream FMCG41:30 — Educating Tesco and helping build the protein category45:00 — PAUSE POINT: Why timing matters in business47:00 — Why taste mattered more than health claims48:19 — Building Grenade as husband and wife51:44 — Did Grenade break up the marriage or hold it together?56:40 — PAUSE POINT: The truth about co-founder relationships58:45 — How the Oreo collaboration came about1:01:10 — Did Juliet and Al build Grenade to sell?1:03:00 — Selling a majority stake and what Juliet would rethink1:07:34 — Why founder DNA matters as a business scales1:08:59 — Carb Killa, timing and creating opportunity1:10:30 — Juliet’s work with founders, boards and entrepreneurship1:12:00 — What Juliet looks for in the brands she supports
Transcribe →How Hytro Built in Pro Sport, Reached NASA & SpaceX and Chose Not to Go DTC Too Early with Co-Founder & CEO Raj Thiruchelvarajah
Apr 2201:19:13Tap to summarizeWhat do you do when your product is scientifically strong, commercially promising… but the mass market won’t understand what it is?In this episode of Building The Brand, James Burtt sits down with Raj Thiruchelvarajah, co-founder and CEO of Hytro, to unpack how a startup in performance wearables built credibility in elite sport, got product into NASA and SpaceX missions and made the unusual decision to avoid direct-to-consumer too early.Watch more episodes and connect here:https://www.youtube.com/@buildingthebrandofficialhttps://buildingthebrand.co.uk/newsletterRaj explains how Hytro pioneered wearable blood flow restriction technology, why the business originally started in the wrong market, and how the team realised that pro sport was not just a niche audience but the perfect proving ground. He shares how coaches became one of the company’s biggest growth levers, why athletes and practitioners started investing in the business and how the right kind of advocacy can matter more than pure science-backed data.CONNECT WITH RAJ / HYTRO:https://hytro.com/https://www.linkedin.com/in/raj-thiruchelvarajah-89a8b522KEY MOMENTS:0:00 What it feels like to see your product go to space1:11 Raj on Hytro, NASA and SpaceX2:24 Why founders often struggle to enjoy the win5:07 Why co-founder relationships can make or break startups5:40 What Hytro actually does and what blood flow restriction means6:10 How Hytro turned BFR into a scalable wearable product8:03 Why elite teams trust players to use Hytro unsupervised10:27 Why the business originally started in DTC12:22 Why Raj now says they started in the wrong place13:00 Raj’s move from corporate life into entrepreneurship17:37 The unreasonable belief it took to build Hytro18:21 Why the company pivoted from DTC to B2B20:00 Why pro sport became a better route than mass consumer21:52 Why Raj would go straight to pro sport if he started again22:58 How Hytro began showing up in elite team environments24:20 Why coaches and players becoming investors matters so much27:35 The logic behind Hytro’s funding model30:00 Why DTC is still the future, just not yet31:09 Why endurance athletes may be the right consumer entry point32:25 Why timing and sequence matter more than hype34:30 What Hytro needs in place before a DTC launch36:53 Why the obvious route is not always the easiest one40:00 How founders should think about new vertical opportunities42:48 Why saying no becomes more important as you grow43:06 The importance of knowing what kind of company you want to build45:00 Why focus is a sign of maturity in a scaling business45:50 Why Hytro has stayed lean and used fractional talent47:02 The mindset shift from startup to scale-up49:47 Why the US market is such a major opportunity50:42 Why the UK can feel difficult for ambitious founders51:31 Raj on mentoring other founders while raising twins52:51 Why there is no real work-life balance in founder life55:00 What building Hytro means for Raj’s children and family56:39 Fatherhood, fear and building through hard seasons1:01:27 Why both startups and children constantly change1:02:58 Why purpose matters more than comfort1:06:41 The pressure on dads who are also founders1:07:15 Finding peace within the storm1:11:10 Why chasing perfect balance is unrealistic1:12:45 What Raj is most excited about next1:13:00 Hytro’s future around data and consumer experience1:14:00 Why most people should not become founders unless they really mean it1:15:00 Why Raj does not want to sell Hytro1:16:10 The leadership shift Raj needs to make next1:17:22 Why moving out of the detail is part of becoming CEO
Transcribe →Rory McFadyen: How Reflo Built a Sustainable Sportswear Brand, Landed Harry Kane & Scaled Through Partnerships
Apr 1501:28:30Tap to summarizeHow do you build a performance wear brand in one of the most competitive industries in the world… while trying to fix one of fashion’s biggest environmental problems?In this episode of Building The Brand, James Burtt sits down with Rory McFadyen, co-founder of Reflo, to unpack how a startup launched in 2021 and grew from an ambitious idea into a fast-scaling sportswear business working with major partners across football, golf, motorsport and elite sport.Watch more episodes and connect here:https://www.youtube.com/@buildingthebrandofficialhttps://buildingthebrand.co.uk/newsletterRory explains why Reflo positions itself as a performance wear brand with sustainability at its core, not the other way around, and why great product and great storytelling matter more than green-washing. He shares the origin story of the brand, how he and co-founder Pete turned a problem in the fashion industry into a commercial opportunity, and why they chose one of the hardest categories in business to enter.The conversation also goes deep on startup reality; building products with no industry background, learning how to scale systems, evolving from founder chaos into process-led growth, and recognising when the original business model needs to change. Rory also reveals how early inbound interest from the Australian Open and WM Phoenix Open changed the route to market, how Reflo built real traction in teamwear and partnerships, and how Harry Kane became both an ambassador and investor in the business.CONNECT WITH RORY /REFLO: https://reflo.com/https://www.linkedin.com/in/rorymcfadyen/https://www.instagram.com/refloofficial/KEY MOMENTS:0:00 Why fashion is such a huge environmental problem1:09 Is Reflo a performance brand or a sustainability brand1:59 Why customers buy product first and sustainability second4:23 Where Reflo is now and what changed after major growth5:00 Why building systems and data became the next phase of the business7:32 What happens when a startup becomes a 50-person company10:00 The early story of Rory and Pete as childhood friends14:10 The moment the Reflo idea really began15:00 Turning waste plastic into high-performance apparel17:37 Why apparel was one of the hardest possible businesses to start20:00 How the founders researched the market before launching22:15 Why co-founders need different strengths, not identical ones30:00 The first prototype products and early product mistakes32:18 The reality of fixing bad first samples33:48 Reflo’s innovation drops and recycled car part capsule36:12 The early days of selling to friends and first real customers37:16 The first moments Rory saw strangers wearing Reflo40:00 How Rory still reads customer feedback, reviews and returns43:55 Why Reflo does not lead with sustainability messaging alone45:00 The original DTC plan versus what actually happened45:53 How the Australian Open and WM Phoenix Open found Reflo47:48 Why teamwear became a major growth opportunity48:21 The huge commercial and environmental problem in sports kit49:15 How Reflo built Reloop and circular recycling into teamwear50:24 Why genuine partnerships matter more than logo placement52:26 Why founders must stay focused but flexible54:20 How Harry Kane discovered the brand56:38 How Harry Kane became an investor and ambassador57:03 Why Reflo chose crowdfunding over traditional VC1:03:06 What the next six to twelve months look like for Reflo1:05:00 Why DTC is becoming a bigger focus now1:06:47 Building an in-house agency model inside the marketing team1:10:16 How Reflo operates as a remote international company1:13:00 What Rory is most excited about next1:16:37 What Rory has had to change as a founder to keep scaling1:18:44 Why leadership structure had to evolve as the business matured1:22:35 The difference between being a founder and becoming a CEO1:24:19 Rory’s dream future brand partnerships
Transcribe →Jake Lee: Inside Celebrity Talent Management, Creator Economics & Why Owned Media Now Beats Traditional Fame
Apr 701:22:21Tap to summarizeWhat does it actually take to build a modern talent brand in a world where followers mean less, engagement means more, and creators now hold more power than the platforms and brands trying to use them?In this episode of Building The Brand, James Burtt sits down with Jake Lee, founder of Alpha Talent Group, to unpack what is really happening inside the creator economy, celebrity talent management, and the new rules of influence. From managing major personalities and sports talent to navigating brand deals, reputation risk, platform shifts and long-term career planning, Jake gives a sharp behind-the-scenes view of an industry that many people still misunderstand.Watch more episodes and connect here:https://www.youtube.com/@buildingthebrandofficialhttps://buildingthebrand.co.uk/newsletterJake explains why engagement matters more than follower count, why creators should think like business owners, why LinkedIn is wildly underrated, and why the smartest operators are planning for life beyond the current wave of attention.He also opens up about working with high-profile names including Tommy Fury, how trust is built in the talent world, what brands still get wrong when working with creators, and why the future belongs to people who own their audience rather than just rent attention from traditional media.In this episode, you will hear: • Why owned media has become as powerful as, or more powerful than, traditional media • Why follower count is often a vanity metric and engagement is what really matters • How brands should brief creators if they actually want better content and better ROI • Why talent management today has to go far beyond brand deals • How creators can turn content into a genuine full-time career • Why long-term planning matters for creators, athletes and founders alike • How Alpha Talent Group thinks about trust, reputation and 360 management • Why LinkedIn is one of the most overlooked platforms for creators and public talent • What the future of sports creators looks like ahead of major events like the World Cup • What happens behind the scenes when managing talent through public controversy and career-defining momentsConnect with Jake: KEY MOMENTS:0:00 – Why creator work can now be a genuine full-time career01:07 – Jake Lee on building Alpha Talent Group across entertainment, digital and sport05:32 – Why engagement matters more than audience size09:07 – Has owned media now become more powerful than traditional fame?10:00 – Why creators now hold more power in brand relationships14:30 – How Alpha Talent approaches talent-first dealmaking16:14 – Why the government is now taking creators seriously22:23 – How brands are thinking more about ROI, conversion and performance25:34 – Why the best metric is the one tied to the actual outcome27:52 – Affiliate deals, hybrid deals and the changing economics of creator partnerships30:00 – Why creators need stable income before taking bigger commercial risks32:29 – Setting expectations with talent and treating content like a real profession36:47 – Which platforms are working best right now for creators38:18 – Why LinkedIn may be the most underrated platform in media and talent41:18 – Why athletes and creators need to plan for life after the peak45:15 – The real value of 360 management and trusted advisors49:45 – Why talent agencies should build brand visibility without becoming the talent53:21 – Managing Tommy Fury, public scrutiny and protecting talent through difficult periods59:25 – The business of boxing, showmanship and selling attention01:05:41 – Why Alpha uses a three-month trial contract instead of locking people in01:11:09 – Why the best businesses often win by rejecting lazy industry norms01:12:25 – The milestone moments that made Jake realise the business was real01:21:15 – What Jake is most excited about in the next phase of the creator economy
Transcribe →Rob Moore: Personal Brand, Controversy Marketing, Disruptors, Trolls & Building a Business That Scales Beyond You
Apr 101:52:43Tap to summarizeHow do you build a personal brand so powerful that it drives trust, sales, attention and scale - without becoming trapped inside it?Rob Moore is an entrepreneur, investor, founder of Progressive Property, host of the Disruptors podcast, and creator of Money.School. He shares what personal brand actually does commercially, why criticism can be a growth tool, how controversy affects positioning, and why most founders still misunderstand the difference between attention and leverage.He explains:▪️Why personal brand is not vanity when it is tied to trust and conversion▪️How Rob separated his own identity from the Progressive brand so the business could scale beyond him▪️Why training other people to replace you is the best way to grow▪️How trolls, critics and public feedback can sharpen your business▪️What the Andrew Tate and Bonnie Blue interview did for his brand commercially▪️Why not all publicity is good publicity - but some of it is perfectly aligned with positioning▪️How email databases, podcasting and omnichannel content became major growth levers▪️Why he believes founders need to stop hiding from criticism if they want to build anything meaningful▪️How Rob thinks about content, controversy, algorithms and attention in 2026Watch more episodes and connect via:https://www.youtube.com/@buildingthebrandofficialhttps://buildingthebrand.co.uk/newsletterKey Moments: 0:00 Hate, trolls and using criticism as fuel1:26 Rob Moore and James Burtt reconnect after 13 years 2:35 Why he split his personal brand from Progressive4:07 Nearly property 400 units, 20 years in business and £350m in sales5:30 What the 20-year business anniversary meant emotionally7:28 The fuel that drives him now10:26 “Trolls are the ticks”11:22 Childhood trauma, people pleasing and business pressure15:00 Why criticism can actually make you better17:12 The complaints department growth lesson19:28 Therapy, self-development and ongoing inner work21:18 The early foundations of Rob’s personal brand22:10 Working on the business, not in it24:47 The burnout that forced him to change26:37 The Cayman Islands accountability move27:21 How the business scaled from Rob being the bottleneck28:00 Why trainers leaving is a cost of scaling32:26 The olive branch rule after fallouts33:27 Why personal brand is a commercial asset36:21 Was podcasting the biggest growth lever?37:01 200 million monthly views and the scale of Rob’s audience37:19 Why email is still one of the biggest assets in business38:58 Podcasting as a content machine39:31 The Andrew Tate and Bonnie Blue episode41:01 The boardroom fallout and brand risk debate45:19 How the Tate interview actually came together50:01 What the Andrew Tate and Bonnie Blue interview did for the Rob Moore brand52:15 The views, backlash and commercial upside53:39 Why controversial interviews have already produced buyers and hires1:01:36 Prince Andrew, Trump, Musk and the guests he’d still have on1:02:22 Why he gives people space to speak1:05:43 Conspiracy, banking and boardroom tension1:08:13 The risk of saying what he thinks publicly1:09:41 What the Rob Moore brand team looks like1:12:20 Why he wants to double down on content this year1:15:08 How much profit Rob Moore’s personal brand drives1:16:20 Why personal brand reduces ad spend and increases trust1:17:45 Why live events still matter in an AI world1:19:41 The promise he made to never miss a platform again1:24:15 Social media platforms Rob Moore is focused on now1:25:16 Why lifestyle content performs so well1:27:01 LinkedIn, algorithms and posting consistently1:35:22 Why the information and education space gets so much hate1:38:24 Criticism vs noise1:41:37 Will Rob fight Samuel Leeds again?1:44:21 Reinventing yourself like Radiohead1:45:24 Why he did the boxing match in the first place1:50:45 Rob’s content bridge offer strategyCONNECT WITH ROB MOORE: https://robmoore.com/https://money.school/
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