He was a national operations manager for a pharmaceutical company. Away Monday to Friday. Missing his daughter grow up. A career that was going places.

Then he had a mini stroke. And just like that, it was over.

For six weeks he could barely speak. His short term memory has never fully come back. His wife Stacey runs his calendar, his diary, his life. And yet in less than two years, Matt Scoons, better known as Embarrassing Dad, has become one of the most recognised creators on TikTok in the UK.

£450,000 in GMV in six weeks on garden furniture. Selling out 120 dash cams in 15 minutes because someone crashed into a car in the background of his live. Nearly £2m in GMV in nine months last year. A trip to China, all expenses paid by TikTok, the day after he speaks at Social Commerce Live in Manchester.

In part one of this conversation, we go right back to the beginning. Who Matt was before any of this. Why a comment from his daughter turned into a TikTok channel. And how a working class lad from a council estate ended up making so much money he worried the police were going to knock on his door.

This is one of the best stories I have heard since getting into this space. And I have heard a few.

Part two next week.

Social Commerce LIVE in Manchester:
https://des-hamilton.co.uk/social-commerce-live-manchester/

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