What does it really take to turn a good idea into a lasting business?

In this episode of Lessons from Losing, Mike Tomkins, co-founder of TopCashback, looks back on the 21-year journey behind one of the UK's biggest affiliate success stories - and the setbacks and difficult decisions that helped shape it along the way.

From an expensive attempt to expand into India to a blocked acquisition of one of TopCashback's biggest competitors, Mike reflects on knowing when to persevere, when to change course, and why entrepreneurs shouldn't always rush to follow the latest trend. Sometimes, he argues, it pays to let your competitors test an idea first.

Mike also explains why ethics and fairness have become fundamental to the way TopCashback operates, and why success today is about more than simply growing the business - it's about using that success to make a positive impact.

Lessons from Losing is an interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for more episodes of Lessons from Losing, founder stories and expert insights from across the world of digital marketing.

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What's it really like building a business with your life partner?

In this episode of Lessons from Losing, Ray Wright, co-founder and Chief Commercial Officer of uFurnish.com, shares the setbacks, difficult decisions and lessons behind building the UK furniture discovery platform alongside his wife and co-founder, Deirdre.

From the hiring mistakes that proved costly in the early days, to seeing a major retail partner suddenly collapse and leave a significant hole in the business, Ray reflects on the realities of startup life, the importance of strong relationships, and why some ideas only reveal their value after they fail the first time.

He also discusses the unique dynamic of founding a company as husband and wife, why curiosity is one of the most important qualities for any entrepreneur, and how his definition of winning has evolved from chasing short-term results to building something sustainable for the long term.

Lessons from Losing is an interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for more episodes of Lessons from Losing, founder stories and expert insights from across the world of digital marketing.

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What if failure is just another way of finding out what works?

In this episode of Lessons from Losing, Ciaron Dunne, co-founder of Genie Ventures, reflects on more than two decades of building businesses - including plenty of ideas that didn't quite go according to plan.

From seeing Google wipe out years of hard-earned search traffic and launching businesses that never took off, to losing £40,000 on a campaign on the same night his team won two industry awards, Ciaron explains why learning to laugh at failure, keep experimenting and know when to persevere has been fundamental to Genie Ventures' success.

Lessons from Losing is an interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for more episodes of Lessons from Losing, founder stories and expert insights from across the world of digital marketing.

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How does it feel to abandon all you’ve ever known to start something new?

In this episode of Lessons from Losing, Hannah Wharrier, Co-Founder of Affilifest, explores all the trials and tribulations of going it alone in pursuit of something bigger. 

Hannah’s brave decision to step away from a director position at one of the UK’s biggest event companies to build Affilifest from the ground up made for a perfect conversion. Along the way, from Snoop Dogg contracting COVID to failed international expansions, her lessons have shaped an incredible career and growth mindset.  

Lessons from Losing is an interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for more episodes of Lessons from Losing, founder stories and expert insights from across the world of digital marketing.

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How do you know when it's worth standing your ground, even when everyone else disagrees?

In this episode of Lessons from Losing, Chikay Lo, founder of Lo Digital, shares the setbacks, sleepless nights and defining moments that shaped her journey from launching a one-person consultancy to building one of the affiliate industry's most respected boutique agencies.

From losing clients overnight and questioning whether the business would survive, to learning when to say no, trust her instincts and challenge long-held assumptions about affiliate marketing, Chikay reflects on the resilience, conviction and tenacity required to build a business on her own terms.

Lessons from Losing is an interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for more episodes of Lessons from Losing, founder stories and expert insights from across the world of digital marketing.

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How do you turn the financial pressures of parenthood into a successful business?

In this episode of Lessons from Losing, sisters Olivia and Tanyka Davson, co-founders of Cubbi, share the personal experiences, setbacks and defining moments that inspired them to launch a platform helping new and expecting parents save money.

From the financial realities of maternity leave to successfully pitching the business on BBC's Dragon's Den, Olivia and Tanyka reflect on the challenges of building a startup while raising a young family, the resilience required to keep going, and why hearing "no" hundreds of times was simply part of the journey.

Lessons from Losing is an interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for more episodes of Lessons from Losing, founder stories and expert insights from across the world of digital marketing.

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What does it really take to build a successful business?

In the first episode of Lessons from Losing, George Sullivan, Founder & CEO of The Sole Supplier, shares the setbacks, difficult decisions and defining moments that shaped his journey from a passion project into the UK's leading sneaker and streetwear platforms.

George reflects on the challenges of scaling a business, the mistakes that taught him the most, and why sometimes losing is exactly what prepares you to win.

Lessons from Losing is a new interview series from Awin, where we sit down with founders and business leaders to uncover the slip-ups, setbacks and struggles behind their success.

If you enjoyed this episode, subscribe to Awin's YouTube channel for new episodes, founder stories and expert insights from across the world of digital marketing.

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In celebration of the new Awin Power 100, our index of the 100 most innovative partners on our platform, we caught up with some of the class of 2026 at ThinkTank Americas. Visit awin.com/power-100 for additional details. 

Ways to listen to Awin-Win Marketing Podcast 👇

Discover an affiliate marketing technology partnership boosting ecommerce performance with Upsellit and eAccountable insights. Visit awin.com/podcasts for additional details. 

Ways to listen to Awin-Win Marketing Podcast 👇

SEO guru Lily Ray joins eMarketer’s Max Willens to discuss the current implications of AI and LLMs for affiliate marketers. Visit awin.com/podcasts for additional details. 

Ways to listen to Awin-Win Marketing Podcast 👇