Founder Vlog: 10 Downing Street, Private Jet Shoot & Podcast Strategy Day

0:00We are in London and yeah, we're about to go see the Prime Minister. I don't think we can film this, but we met the cat. We met the wife, the Prime Minister. Yeah. I think the Zinbar was in the spam. We've got a shoot on Park Lane with the jet business. We're here just in the jet, ready to film. We are in the showroom of one of the most remarkable businesses in the world. You're clearly not somebody who takes the normal path. Who are you marketing to right now? France. France? So like why people need a podcast in 2026? Why is it good for authority? Why is it good for a personal brand? Today is an exciting day.

0:35It's our team day. This is where you get all those people who say, when you see a copy of the Steven Traylor, this is where people go wrong. Really what we're about is creating loads of stuff now and you start applying to our audiences. Wow, I'm blown away to be honest. I think it'll be tough to top that in terms of crazy experiences.

0:58Hey guys, so this is a week in the life. It's a pretty crazy one. We go to Downing Street, we shoot a podcast on a private jet. We also have our team days where I connect with a team. So it's a busy one. Let's get into it. We're just going down to London. It's Sunday night, actually. But we've got a shoot on Park Lane with the jet business. Steve Varzano is the guest on a new podcast we're working on, hosted by two really cool entrepreneurs. It's a podcast that we're launching around wealth and how to navigate wealth. And one of the questions, I guess, is like, should you buy a private jet? Should you charter?

1:47Should you fly commercial? So we're going to talk to Steve about that. So it should be interesting. Come along for the ride.

2:20We're here just in the jet ready to film so guys are all set up the guest will be there host will be there all the kit is there

2:45and yeah i think i'll probably get out of the way now leave them to do what they uh do and uh yeah get into the shoot we are in the showroom of one of the most remarkable businesses in the world i mean we try to get into passing traffic to get shocked when they would drive by and see the showroom and get them to come in. And you know, once you get them to come in, hit them with the video wall, inside the video walls, all the data. So it's really the environment, the technology and the information. Those are the three sort of legs to the stool. Walk us through those two decisions because you're clearly not somebody who takes the normal path.

3:18So I've been trying to grow on LinkedIn recently, a lot of my clients are CMOs at big brands, and they hang out on LinkedIn, apparently so i've been connected with a mutual friend lara costa who crushes it on there and we are going to do a podcast if she is really legit and it actually works what she says so if you're trying to look around linkedin check it out

3:45Yo, are you okay? Yeah. Nope. Yeah, good. How you been? I just don't use the intro so I can get to it.

3:56And to help me implement them, I'm being put up for it. I'm just going to interrupt this week's episode to remind you that this show is produced. Now let's get back into this week's episode. Who are you marketing to right now? Brands. Brands? Brands like me is what? to build authority. Okay. So these brands need authority. So that is a market. Let's say the brands like, I don't know, Tonic, Gymshark, they want that. Okay, so we have the market, big brands. That is very clear in your head, but most people aren't clear on who they even serve. They want to provide the same service to a large audience from people that are 18 to 20 to 40.

4:35It is a different market, same scale, different market. When you focus on a single market, you are going to get outlier returns for your same effort because you have a condensed message that appeals to that person which then comes from understanding the problem so the problem is i don't have time i don't know how to do it i don't know where to start it's too time consuming so you're like i take all those problems away by having one hour with you every single week teaching you exactly how to do it or doing it for you right doing it for you that takes away every single problem because you have the playbook, right?

5:10And the content then is 80 % is educational content. So like why people need a podcast in 2026, why you should start a podcast, who needs the podcast and the returns of it. So like, why is it good for lead gen? Why is it good for authority? Why is it good for personal brands? So you tie it back to the main core principles of why someone needs something rather than why you think they need it. Oh, start a podcast because it's fun. No, start a podcast because it's going to get you more leads. At the end of the day, when it comes to LinkedIn content, and that's why I specialize in it, not Instagram, not YouTube, not TikTok, not Twitter, is because at the end of the day, the people reading are C-suites, they're executives, they're people that don't want fame.

5:53At the most, they want authority and they want revenue. If you ask any of your clients today, why do you want authority? Oh, because I want more leads. So ultimately it goes back to lead gen. Most people don't want to be famous. Most people don't want to go viral, but they think that they want, they need to in order to get leads, which is a paradox in itself.

6:21Today is an exciting day. It's our team day. I saw we're about 16 people at the moment, about 10 in the UK and then six overseas. So the global team will join for calls. We meet up once a quarter. It should be a lot of fun to connect, re-energise and plan for the end of the year and for 2026. So, yeah, come along. I'll show you as much as I can. Just picked up my coffee and just head into the meeting space now. The first thing that I saw when I looked at these episodes was feels like cheating and what they don't tell you. Finn's CTR of 50 % instantly is secrets, right? So it's like, I'm going to learn a secret here, which is what would feel better than like, just the alternative to this, which is softer, is grow your podcast.

7:17These both convey like an energy to me of secret. And oh my God, I really shouldn't know this. I definitely shouldn't know this. Like they don't tell us it. Oh my God. I thought that was super interesting because it's a pattern and it's two, pretty much two of its top episodes. On YouTube, just as like a good ABD would be 15 minutes, what's a good CTR? What do you actually need for it to give that room, to give you a chance? Five. At least five. At least five. I think for it to grow a few weeks, probably nine in the first 24 hours in my eyes. Definitely. Definitely the biggest episodes I've had, they're always like, they actually are there.

7:57because you need it to be so much higher because YouTube's taking a bit of a chance on you. Yeah. You're new. So when you're creating your thumbnail, you should probably, again, rank it from 1 to 10, like how long, how long do you have my stuff? So click on this. Really what we're about is creating loads of values for our clients, our audiences. And I really believe that you can do that. When I started, we were on 100 ,000 subscribers on YouTube. Now we're at 114 million. So I guess it's based off, so rate the hook. AR 10. That's it. That's it. Bye. No wrong answers. Safe space. All the facts could be bad.

8:33I'm not going to rate it. Exactly the same as the thumbnail, in that this is the option you just have someone around the face. And say something shocking or juicy. And then the next thing we do is like, okay, that was shocking and juicy. Is this person legit? And that's where the next bit comes in. This is where you get all those people who say they watch the... When you see a copy of a Steven trailer, this is the bit where people go wrong. The winner is...

9:08Julia!

9:13You always bring the vibes and have a smile on your face. And I call, particularly on Monday's Hunt, like, I was like, oh, she's got some good vibes here.

9:27we are in london um just been doing some work and yeah we're about to go see the prime minister um well we're going to 10 downing street to a saint david's day reception um so we're hoping the prime minister is going to be there and we're going to go with one of our podcast clients who we've been working with for I think like three years now and the hosts are all Welsh so yeah they've got invited and it should be fun little thing and yeah come along let's see what we can film I don't know how much we'll be able to film to be honest but let's see what we can do

10:18so that is the carimpia hotel five-star hotel we've all actually recorded a podcast in there um last year which is pretty cool and a bit of a mission filming in a podcast uh filming a podcast in a hotel is quite tricky um so yeah we're going to down the street with a client uh they've been a client for about three years and i'm gonna go meet jake now who's the social producer on that show and it's absolutely hilarious show so yeah it's a lot of fun working on it and yeah it's not often you get to celebrate or take a moment to enjoy stuff so i'm just gonna try and enjoy this afternoon and i shut off the laptop and i'm gonna yeah try and embrace it Hello mate!

11:14Here he is! He's got an operator! Found a Jake!

11:37Right Jake we're about to go into Downey Street I don't think we can film this but what are we thinking? I hope Keir's there, massive fun. Yeah let's see, should be fun. We'll let you know how we get on.

12:16There you go, Jake. Here we are, mate. There's one for the books. Just that number 10. What would you rate it? 10 out of 10? It's a solid nine. Solid nine. Solid. We'll come back again. Oh, dear. Someone kicked over the lights. Yeah, pretty crazy time. I would say. Pretty surreal. We met the cat, we met the wife, the Prime Minister. I think the Zin bar was in spam folder of Instagram DMs. Not bad. A lot of times. Crazy. We came back from number 10 Downing Street. It was pretty crazy. Obviously we couldn't really film too much inside. Got a little bit outside. It was an amazing evening. We had a speech from the Prime Minister.

13:09It was just a room full of Premier League footballers, Welsh national players, rugby players, singers. The great and good of Welsh politics and media. And we were there with Ellis and Steph from the Socially Distant Sports Bar who have been a client of ours for over three years. And it's an amazing show. I absolutely love it. it was a real privilege to be there um enjoying number 10 down the street walk through the the corridors of power and actually had quite a long conversation with um the prime minister's wife met their cats um met larry the cat she's the number 10 cat yeah it was um pretty magical and then we just ended up in the pub afterwards having a bit of a catch-up about life so pretty special evening this world is incredible and it's a real privilege to work on some of the shows that we work on and then end up in these crazy positions um wow i'm blown away to be honest I think it'll be tough to top that in terms of crazy experiences

14:38yeah I can't really can't really get in don't want to give away too much from the conversations I had but they were quite surreal

14:49yeah I think that would be a cherished memory So gonna go back to hotel now try and chill out and then yeah maybe get up early tomorrow and try and either hit the gym or go for a run.