Podcast Summary: Business Lunch with Roland Frasier

Episode: The Embedded Influencer Playbook
Date: November 6, 2025
Host: Roland Frasier
Guest/Co-Host: Ryan Deiss

Overview

In this episode, Roland Frasier and Ryan Deiss dive deep into the rapidly growing importance of the "embedded influencer" and crafting a personal brand as a business growth strategy. With the landscape of trust, reach, and attention changing—and AI now making content creation more scalable—they discuss why every business needs an authentic, relatable figure who is more than just a spokesperson. The duo break down the difference between fleeting celebrity endorsements and true brand integration, provide a systematic playbook for becoming an embedded influencer (even if you're reluctant), and share actionable frameworks and memorable anecdotes.

Key Discussion Points & Insights

The Shift: Personal Brand as the Marketing Funnel

• Opening Spark: Roland introduces the idea that personal brands have become the new marketing funnel, referencing a Gary Vee video.

  • Companies like Spanx (Sara Blakely), Amazon (Jeff Bezos), and Virgin (Richard Branson) use individual personalities to enhance credibility and trust for their brands. ([00:20])

• AI as a Game-Changer:

  • "What I used to be able to do that took a team of 100 people, I can do with five people 10 times more frequently." – Roland, paraphrasing Gary Vee ([02:08])
  • AI has lowered the production barrier, making personal brand-building accessible for even the most reluctant founders.

Why Embedded Influencers → Not Just Spokespeople

• Dynamic Examples: Success stories like George Clooney’s Casamigos tequila, Kylie Jenner's makeup line, Rihanna for Louis Vuitton, and Ryan Reynolds’ brands showcase the power of true brand-embedded personalities. ([03:17])
• Relatability Outranks Just-Endorsement: Audiences want "insiders"—owners or real team members—over generic paid celebrities. ([05:09])

"[Consumers] want their brands to have embedded influencers...someone who owns the company or who works for that company to be speaking on behalf of the company. If it’s just a paid spokesperson—yeah, not good enough anymore.” — Ryan Deiss ([05:09])

The Reluctant Influencer & Market Necessity

• Market Realities: Reluctance is normal, but the market demands authenticity and trust.
• Traffic is expensive; trust is low: Building trust as an embedded influencer is no longer optional for sustainable growth, especially given the current noisy landscape. ([06:23])

“We don’t have choices anymore. It’s too noisy out there. Traffic costs are too high. Trust...is at an all time low. This is just where the market is right now.” — Ryan Deiss ([06:23])

Addressing the "Scalability" & Succession Myth

• Scalability Concern: Tying a brand to a personal face does NOT mean it can’t be sold. The secret is to point attention from your personal brand to a distinct company brand (or brands), not just monetizing yourself. ([07:34])
• Multiple Brands: Like Ryan Reynolds (Aviation Gin, Mint Mobile), your influence can be “redirected” to multiple entities if managed intentionally. ([09:32])

The Embedded Influencer Playbook: The 3 Pillars

Pillar 1: Character

• Intentional Consistency: Be deliberate about how you show up and what you stand for.
  • Unique Point of View – “What is your hill to die on?” Being distinctive in your perspective is crucial, even divisive.
    • “If you have no haters, you don’t have a very interesting character.” ([11:33],[13:38])
  • Quirks/Flaws/Eccentricities – Show your human side. These build likability and relatability.
    • Example: Gary Vee’s early, profane honesty on Wine Library TV or a florist influencer who calls out rude customers.
  • Brandable Hooks – Visual or verbal cues that make you instantly recognizable (e.g. Alex Hormozi’s iconic facial hair and gym shirts).
  • Narrative Spine – Let your audience watch your journey; give them a reason to root for and follow your story.

Pillar 2: Stage

• Platforms & Formats: Pick one long-form (e.g., podcast, YouTube) and one short-form (e.g., TikTok, Instagram Reels, LinkedIn) channel to focus on.
  • Assign channel specialists to handle content strategy and feedback loops for each platform. ([28:54])
• Content Vehicles/Formats: Proven templates include:
  • Quick tips/how-tos
  • Satisfying demos
  • Day-in-the-life or “behind the scenes”
  • Rants/reactions (opinionated content)
  • Testimonials/case studies ([30:38])

Pillar 3: Company (Brand)

• Directing Attention: Use your “character” and “stage” to funnel audience attention to the brand’s own ecosystem: email lists, webinars, YouTube, etc., optimizing for content binging and higher engagement. ([33:11])

Overcoming Reluctance & Privacy: Real Talk

• For those worried about privacy or dislike being public, set clear boundaries—decide what you share and what you keep private. ([21:31])

  • “If you’re reluctant to do it...you haven’t been doing it, which means you don’t have a following, which means good news: when you start doing it, nobody’s going to see that you suck.” — Ryan ([18:42])

• You don’t have to be the face if you’re unwilling or unable; find authentic team members or, in some industries, even hire actors (with care for succession planning and consistency). ([23:54])

“If not you, then who? …The role is necessary. It's best if it is the founder, owner, CEO; if not, it needs to be somebody.” — Ryan ([24:34])

Notable Quotes & Memorable Moments

• “Personal brand is the new marketing funnel.”
  • Paraphrased from Gary Vee, cited by Roland ([00:40])
• “You gotta learn to speak in absolutes. And I’ll tell you, when you start maintaining a unique point of view, you’re gonna get haters. That’s when you know you’re actually saying something that’s worth saying.” — Ryan ([13:38])
• “If you have no haters, I’m sorry, but you don’t have a very interesting character. Every comic book character has an archenemy, okay?” — Ryan ([13:54])
• “Decide what the hills are that you’re prepared to die on.” — Ryan ([35:56])
• “Screw having a unique sales proposition. Have a unique point of view.” — Ryan ([36:58])
• “You should measure your effectiveness in this world by the quality of your enemies.” — Ryan ([36:11])

Key Timestamps

• [00:20] – Defining the new era of personal branding as marketing
• [02:08] – Why AI removes barriers for founders to become influencers
• [03:17] – Case studies: embedded influencers (George Clooney, Ryan Reynolds, Rihanna)
• [05:09] – The public demands real, embedded influencers—not just paid celebrities
• [07:34] – Debunking the scalability myth of personal brands
• [11:33] – The 3 Pillars of the Embedded Influencer Playbook introduced
• [13:38] – Why you must have a unique, potentially divisive point of view
• [21:31] – Privacy, family, and setting boundaries in your personal brand
• [23:54] – If not you, then who? Alternatives and succession planning
• [28:54] – Picking your platform ("stage") and show format
• [30:38] – Plug-and-play content formats for various industries
• [33:11] – Creating an audience flywheel through ecosystem integration
• [35:56] – Action step: Focus on your unique point of view over your USP
• [36:11] – The power of having "quality enemies" in branding

Action Steps for Listeners

1. Make a list of your unique points of view: What do you believe that others in your industry don’t? What’s your “hill to die on”? ([35:56])
2. Pick your channels: One long-form and one short-form, and get specialized help or assign ownership for each. ([28:54])
3. Choose your content format: Quick tips, live demos, behind-the-scenes, rants, etc., and start creating (even if you feel awkward).
4. Be intentional with boundaries: Decide what you will—and won’t—share. Your family and private life can remain off-limits if you so choose. ([21:31])
5. If you won’t be the face, appoint someone: Train a team member or hire with authenticity and long-term consistency in mind. ([23:54])

Takeaway

In today's marketplace, being an embedded influencer is no longer optional—it's a necessity for trust, differentiation, and scalable business growth. Authenticity, distinctive perspective, and intentionality in your character and content are the new, sustainable path to building brands in a noisy world.

For more, connect with Roland and Ryan, and let them know what you think of the “suck it up, buttercup” personal branding imperative!