Joel Holtby believes creativity should be the most exciting part of any business — not something optimized into submission.

As Founder & Global Co-CCO of Courage, one of Canada’s most awarded creative agencies, Joel has helped build work for brands including KFC, KitKat, CIBC, Nescafé and more.

In this conversation, Joel & Jeff get into why creativity and efficiency often sit at opposite ends of the spectrum, why people don’t actually hate advertising, how Courage finds human truths that travel beyond borders, and why craft still matters in an AI-powered world.

We also talk about the agency’s philosophy of courage, turning down the wrong clients, the story behind KitKat’s security convoy, Joel’s experience creating IKEA’s Lamp 2, working with people like Seth Rogen and Connor McDavid, and why AI should remain a tool - not become the creative.

In this episode:

•  Why creativity is a powerful business driver 
•  The difference between courage and risk 
•  Why efficiency can work against creativity 
•  How simple ideas become memorable through craft 
•  Why people don't hate ads - they hate bad ones 
•  Creating work that enters culture instead of interrupting it 
•  How Courage chooses clients 
•  Why brand DNA can be a creative “cheat code” 
•  The enduring power of human insight 
•  Joel's concern with using AI to replace creative problem-solving 
•  Why the next generation of creatives should become sponges, not trend-chasers 

00:00 — People Don't Hate Advertising. They Hate Bad Ads.
00:35 — Meet Joel Holtby & Courage
01:43 — Creativity as a Business Driver
04:02 — Finding the Feeling of a Great Idea
06:05 — Awards, Ego & Finding Joy in the Work
09:25 — Building Courageous Brands
11:02 — Courage's First Big Creative Bet
14:52 — The Secret Sauce of Storytelling
17:50 — Why Creativity Isn't Efficient
20:22 — What Makes Advertising Memorable
23:07 — People Don't Hate Ads - They Hate Bad Ads
25:14 — The KitKat Security Convoy
27:40 — Courage as a Client Filter
30:12 — Rich and Miserable vs. Great Work
32:21 — The Ad That Changed Joel's Creative Philosophy
36:13 — IKEA's Lamp & The Art of the Rug Pull
38:15 — The Pressure of Creating Lamp 2
40:01 — Finding the DNA of a Brand
42:57 — Seth Rogen, Connor McDavid & Celebrity
46:01 — AI vs. Lived Human Experience
49:39 — Advice for the Next Generation of Creatives

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

Jodie Cook believes there are no unique messages - only unique messengers.

And in a time when AI can create almost anything, who you are might matter more than ever.

Jodie is the founder of Coachvox, a Forbes contributor, exited agency founder, author and competitive powerlifter for Great Britain. She talks with Jeff about using AI to create more freedom - not more work - the three moats every expert needs to build, why your personal brand should do the selling before you enter the room, and why the best opportunities rarely come from applying for them.

We also get into Jodie’s shift from pure discipline to intuition, her “energy audit” for designing work around what lights you up, building genuine relationships without asking for anything, and why she believes founders should stop consuming so much information and start creating.

In this episode:

•  Why AI should help us become more human 
•  The difference between information and influence 
•  Why there are no unique messages - only unique messengers 
•  Personal brand, community and distribution as your competitive moat 
•  How to test a business idea before building it 
•  Jodie’s “low-information diet” 
•  Why desperation kills creativity 
•  The energy audit: finding your +3 and eliminating your -3 
•  Building relationships without transactional networking 
•  Why the best opportunities don't come from applications 
•  What competitive sport taught Jodie about business 
•  Why you should build your personal brand for the lurkers, not the likes 

Chapters

00:00 There Are No Unique Messages
01:27 Why AI Should Make Us More Human
03:06 Big Leverage & Building a Lighthouse
06:37 Reps, Discipline & Becoming Yourself
09:15 From Pure Logic to Trusting the Feeling
12:32 Forbes, Founders & Going From Skeptical to Spiritual
15:56 Jodie’s Biggest Business Bounce
20:22 Success, Freedom & Autonomy
21:26 Let AI Build Trust Before the Sales Call
24:32 Stop Consuming. Start Creating.
26:54 There Are No Unique Messages, Only Unique Messengers
28:43 The Three Moats: Brand, Community & Distribution
30:51 How to Know What to Build Next
34:18 Purpose, Energy & Doing What Lights You Up
37:56 The +3/-3 Energy Audit
41:29 Relationships, Networks & The Friend Zone
49:06 Value Per Minute
52:33 Jodie’s Most Disruptive Move
55:02 Build Your Brand for the Lurkers
56:09 What’s Next for Coachvox

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

What if the secret to building a better business isn’t being slightly better than everyone else - but becoming impossible to compare?

Josh Lowman is the founder of Gold Front, a category design studio that helps companies create, define and own their categories.

In this conversation, Josh explains why differentiation usually gets ignored, how category strategy can align an entire company and why founders need a simpler place in their minds from which to tell their story.

But this episode goes beyond strategy.

Josh and Jeff explore the tension between love and money, why wanting financial success doesn’t invalidate meaningful work, what it means to build a personal brand publicly and how Josh is navigating doubt during difficult seasons in his business.

They also unpack the rapidly changing relationship between creativity and AI - from Josh’s experiments building an AI-powered operating system for his agency to the increasingly important role of human judgment, emotion and craft.

In this episode:

• Why being slightly different usually isn’t enough
• The two ways a business can own its category
• How category strategy aligns founders, marketers and product teams
• Why great work alone doesn’t guarantee a great business
• Reconciling creativity, purpose, ambition and money
• Building a personal brand without treating LinkedIn like a money machine
• Sharing uncertainty instead of pretending to have every answer
• How Josh built AI agents around Gold Front’s strategy frameworks
• The danger of overbuilding with AI
• Why processed creativity quickly loses its value
• What humans may still contribute that AI cannot
• How to find work you genuinely want to do - and frame it differently

Chapters

00:00 – We’re All Greedy
00:44 – What Makes a Good Business?
03:13 – The Two Ways to Own Your Category
05:51 – From World-Class Agencies to Gold Front
08:10 – Why Great Work Wasn’t Enough
10:34 – Category Strategy as a Company-Wide Idea
14:19 – How Ready Must a Company Be to Change?
15:19 – Storytelling, Underdogs and Josh’s Deeper Motivation
17:43 – Reconciling Love, Money and Ambition
23:09 – Learning to Actually Sell
24:16 – Becoming Josh Lowman in Public
26:14 – The Complicated Relationship with Content
28:09 – Sharing Doubt When Business Is Down
31:29 – Building an AI-Powered Agency OS
36:11 – The Danger of Overbuilding with AI
37:55 – Turning Expertise into Helpful AI Agents
39:42 – The Builder’s Brain vs. the Storytelling Brain
43:58 – Why AI Creativity Feels Processed
46:55 – Finding the Human Advantage
51:03 – Josh’s Best Advice for Building a Brand
53:06 – The Lifelong Desire to Tell Stories

Josh Lowman is the founder of Gold Front.

Find him at GoldFront.com and on LinkedIn.

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

What if selling wasn’t about convincing someone to choose you - but helping them confidently make the right decision?

In this episode of the Disruptive Influence Podcast, Jeff Abracen speaks with Alli Rizacos about selling with more structure, confidence and humanity - without the pressure, manipulation or ick traditionally associated with sales.

Alli explains why buyers need three things before they are ready to act: awareness of the real problem, enough urgency to change and trust that you can help them solve it.

They explore why your content might not actually be the problem, how imposter syndrome creates awkward sales conversations and why ethical selling means diagnosing before prescribing - even when that means directing someone away from your offer.

Alli also reveals the systems beneath her seemingly casual approach, including personally messaging event registrants, qualifying people before they buy and testing offers in the market before building them.

In this episode:

• Why selling is really about helping people make decisions
• The three conditions buyers need before they act
• How to diagnose the real problem beneath the symptoms
• Why your content might not be the actual issue
• The difference between a “bruise” and a “broken bone” problem
• How imposter syndrome makes sales conversations uncomfortable
• Why personal attention can outperform automation
• How systems make sales more repeatable and predictable
• Why you should sell and test an offer before fully building it
• How to use the language your buyers are already using
• Why new entrepreneurs should begin with a market need - not only their passion

Chapters

00:00 – Stop overcomplicating the sales conversation
00:47 – What does good selling look like in 2026?
03:10 – Stop selling and start helping people decide
10:27 – The three things every buyer needs before acting
16:00 – Diagnose before you prescribe
22:10 – Ethical selling, commitment and client results
28:26 – Success, pressure and moving the goalposts
30:16 – Why your energy and capacity affect your business
35:19 – Building repeatable and predictable sales systems
37:32 – The personal DM strategy most people overlook
42:17 – How imposter syndrome creates awkward selling
47:13 – Testing your offer in the real market
51:45 – Using the language your buyers actually use
57:12 – Solve the market problem before chasing your passion

About Alli Rizacos

Alli Rizacos is a sales coach and former corporate sales leader who helps coaches, consultants and service-based entrepreneurs create structured, repeatable sales systems without losing their personality.

Drawing on her experience in enterprise sales and her fascination with buyer psychology, Alli teaches entrepreneurs how to clarify their market, strengthen their offers, start better conversations and help buyers make confident decisions—without manipulative tactics or performative sales personas.

About the Disruptive Influence Podcast

Hosted by Jeff Abracen, Communication Coach & Advisor, and former agency Vice President, Creative Director, The Disruptive Influence Podcast explores how founders, leaders and creative thinkers use communication, storytelling and unconventional ideas to earn attention, build trust and inspire action.

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

What if the goal wasn’t to build the biggest business possible - but to intentionally design one that gives you enough?

In this episode of the Disruptive Influence Podcast, Jeff Abracen speaks with Jacob Pegs, a writer, marketer and architect of freedom-based businesses, about creating a highly leveraged one-person business without sacrificing your health, creativity or family life.

Jacob shares how becoming a father forced him to rethink the business he was building. Instead of adding more clients, employees and responsibilities, he began designing around constraints: three working days a week, a defined number of clients and a business model built on one post, one email and one offer a day.

The conversation explores why people buy proximity, how content can capture and multiply your energy, and why a smaller audience of the right people can be far more valuable than tens of thousands of passive followers.

Jeff and Jacob also unpack the difference between relevance and resonance, why personality is a genuine competitive advantage, and how sharing who you are can matter as much as demonstrating what you know.

This episode is for creators, coaches, consultants and entrepreneurs who want to make more impact without automatically creating more work.

In this episode:

• Why freedom must be designed into your business
• How content creates leverage beyond your available hours
• The relationship between proximity, pricing and capacity
• Jacob’s one-post, one-email, one-offer model
• How to start building an audience from zero
• Why your voice, writing and message are the real funnel
• The difference between showing your expertise and sharing who you are
• Why people buy relevance - and stay because of resonance
• How constraints can protect your creativity, health and family
• Why repelling the wrong people can strengthen your positioning
• How to identify the small group of people your business truly needs
• Why bigger revenue does not automatically create a better life

Key ideas:

Design before you scale.
Set the life, schedule and capacity you want before building a business that overwhelms them.

Energy plus assets creates leverage.
Content, recordings, workshops and intellectual property can continue working after the original effort is complete.

People buy proximity.
Different offers can provide different levels of access to your thinking, support and guidance.

Your voice is the funnel.
Clear ideas, useful demonstrations and consistent communication can create demand without complicated systems.

Relevance gets attention. Resonance builds preference.
People may initially need your expertise, but your beliefs, experiences and personality help them choose you.

You do not need everyone.
A sustainable business may require only a small number of deeply aligned customers.

Chapters

00:00 – Why you only need the right 80 people
00:48 – Can freedom-based businesses still be built?
02:34 – Escaping the belief that success requires constant grinding
04:28 – Turning your energy into leverage
04:48 – Designing a three-day-a-week business
07:15 – One post, one email and one offer a day
08:40 – Separating your identity from your business
09:49 – How to begin building an audience from zero
13:21 – Showing what you do and sharing who you are
16:54 – What Jacob actually helps people accomplish
18:31 – Applying one model across different industries
21:19 – Personality as a competitive advantage
22:21 – Why people buy who you are
24:44 – Giving people what they want and what they need
27:31 – Staying consistent when the business starts working
28:27 – Seasons, boundaries and choosing not to scale
31:57 – Why your vibe attracts the right buyers
32:36 – Repelling people as a positioning strategy
33:45 – Finding the 80 people your business needs
34:18 – Deletion by design
35:49 – Jacob’s original $125 offer
37:42 – Starting with the person you used to be
39:31 – Choosing alignment over a successful but unwanted business
43:32 – The question that forces you to tell yourself the truth

About Jacob Pegs

Jacob Pegs is a writer, content marketer and business strategist who helps coaches, consultants and service providers build highly leveraged, marketing-led online businesses.

His model is built around simplicity: one post, one email and one offer a day. Rather than chasing unlimited scale, Jacob helps entrepreneurs design businesses around their desired income, capacity, creativity and quality of life.

About the Disruptive Influence Podcast

Hosted by Jeff Abracen, Communication Advisor & Coach and former agency Vice President, Creative Director, The Disruptive Influence Podcast explores how founders, leaders and creative thinkers use communication, storytelling and unconventional ideas to earn attention, build trust and inspire action.

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

Agency owner, speaker, and author Ron Tite breaks down why most companies get purpose completely wrong - and how to turn it into a real driver of growth, decision-making, and differentiation.

Ron is the author of The Purpose of Purpose and has worked with leading brands to help them align what they believe with how they actually operate and grow.

In this episode, Ron explains:

-Why most purpose statements are performative (and why people can feel it)
-The shift from “sounding good” to actually driving business results
-The “We believe → so we do” framework
-Why founders need to think beyond the product
-How short-term thinking kills long-term brand value
-The role of storytelling in uncovering what’s actually true
-How leaders can make clearer, more confident decisions

This is a grounded, honest look at purpose - not as a buzzword, but as something that should actually guide how a business operates and grows.

Chapters

00:00 – Purpose vs reality in business
00:45 – Why Ron wrote The Purpose of Purpose
01:40 – The problem with purpose statements
03:20 – Purpose as a decision-making tool
05:00 – Where purpose went wrong
06:00 – “We believe → so we do”
07:50 – Is purpose manipulative?
10:15 – Art vs commercial creativity
12:30 – The social responsibility trap
13:30 – Founders: beyond the product
16:40 – The danger of short-term thinking
17:30 – Belief over product
19:45 – Leadership in service of others
21:00 – Fixing purpose in established companies
22:30 – Collaboration vs decision-making
24:10 – Finding courage as a leader
25:00 – Using stories to uncover truth
27:40 – Why stories beat data
29:00 – Brands getting it right
29:30 – Savannah Bananas case study
31:40 – Differentiation through experience
33:00 – Final takeaway: it’s all figureoutable

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

Jake Karls, Co-Founder & Rainmaker at Mid-Day Squares, joins Jeff Abracen for a fast, fun, and deep conversation on building brands by building out loud. Jake breaks down the origin story behind Mid-Day Squares' “act like a boy band” strategy, why story > features, and how humanization is an unfair advantage in a world obsessed with scale.

They also unpack the behind-the-scenes reality of growth: therapy as a non-negotiable founder practice, the emotional swing from “nothing to lose” to “everything to lose,” and how a cocoa price crisis pushed MDS to innovate into a new category with their No Bread PB&J - complete with character-driven storytelling (hello, Trudy & Chip).

In this episode, you’ll hear:

• Why “building out loud” expands your luck + opportunity surface area
• How Mid-Day Squares modeled their brand like the Backstreet Boys / Spice Girls
• Why the best brands sell feelings, not features
• The real role of attention: getting trial in a 30-40k item grocery store
• How “serendipity” becomes a growth strategy (show up and good things happen)
• Therapy as a business system for alignment, trust, and conflict prevention
• The cocoa crisis, the margins reality, and the innovation leap to No Bread PB&J
• Creating characters to scale storytelling beyond founders
• Jake on fear, pressure, loneliness, and shifting back to “play to win”
• Plus, a live taste test!

00:00 The boy band brand model
 00:24 Intro
 00:41 Montreal energy and Jake’s travel rhythm
 02:37 First advice to founders build out loud
 04:13 Showing up and serendipity
 06:07 Finding Mid-Day Squares DNA and the deal that changed everything
 09:27 Story over product features
 11:45 Cocoa crisis and category expansion
 13:05 Humanization is the advantage
 14:25 Innovation as the escape hatch
 15:25 The No Bread PBJ origin
 18:09 Packaging storytelling and characters
 22:11 Product must hit and story gets trial
 25:10 Founder lanes and trust
 28:37 Therapy communication and avoiding founder conflict
 30:04 Fear pressure and playing not to lose
 33:06 Stage mode elevated Jake
 34:28 The down days and recovery
 37:52 What would make younger Jake proud
 39:10 Life after Midday inspiring entrepreneurship
 42:13 Serendipity story fraternity to investor
 43:35 Live taste test outro

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

Most brands aren’t failing.
They’re just fading into the background.

In this episode, Jeff sits down with David Brier, one of the sharpest and most unapologetic minds in branding, to talk about why so much marketing today feels polished, competent… and completely forgettable.

David calls it the Wall of Beige: what happens when brands optimize for speed, safety, and scale - but quietly lose their nerve, their taste, and their point of view along the way.

We get into why “meeting expectations” is actually a trap. Why pumping out more content won’t save you if it costs you differentiation. And why loyalty isn’t built through clever tactics - it’s built through intention.

From the ritual of opening an iPhone box, to handwritten notes, to small human moments most brands overlook, this conversation breaks down how everyday interactions - when handled with conviction - become the reason people come back, talk about you, and choose you again.

This isn’t a conversation about trends.
It’s a conversation about standards.

If you’re a founder, executive, or brand leader who’s tired of sounding like everyone else - and wants people to stop saying “that’s nice” and start saying “I want more of that” - this is the episode for you.

What we explore

• Why so many brands blend in (even when they’re doing “everything right”)
• The difference between convenience and care
• How fanatical intention turns moments into loyalty
• Why anticipation beats persuasion
• Where authenticity actually comes from - and where it doesn’t

Chapters

00:00 — Turning Ordinary Into Amazing
00:44 — AI, Speed & the Wall of Beige
04:42 — Why Playing It Safe Is Riskier
06:23 — Freshness, Familiarity & Surprise
10:14 — The iPhone Box Lesson
12:03 — Practitioner vs Professional vs Genius
18:23 — Fanatical Intention
22:39 — Why Meeting Expectations Is a Failure
27:05 — Human Effort Creates Loyalty
30:32 — Apple vs Microsoft: DNA Matters
36:40 — Refusing to Let Ordinary Be Ordinary
41:58 — Curiosity Beats Confusion
44:07 — Why Meaning Beats Marketing
55:17 — The Next 4 Years vs the Next 40
58:44 — “I Want More of That”

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

In this episode, I sit down with designer, educator, founder, and category creator, Nick Broekema, the mind behind the booming discipline of Content Design and one of the most recognizable visual brands on LinkedIn™.

Nick has built something rare: a business that’s 100% inbound. No outreach. No cold emails. No chasing. Just magnetic, systematic content that compounds.

We go deep on:

• How Nick built an audience of 80k+
• How Content Design became a category, and how he's leading it
• The exact steps he took to turn random posting into a business
• What most creators get wrong on LinkedIn™
• Why alignment beats hustle
• The role of clarity, positioning, and ICP refinement
• His pivot from Done-For-You to Cohorts + Community
• And the mindset shifts required to scale a highly creative business sustainably

This is a masterclass in positioning, design, systems, and treating content as a strategic asset - not decoration.

Whether you're a founder, a coach, a designer, or someone reinventing their career on LinkedIn, this is a conversation you will want to save.

Chapters:

00:00 - Teaser Intro

00:41 - Re-Framing, Re-Building

01:08 - The Early Days & Becoming a Category of One

02:50 - From Crickets to Clarity

04:10 - The Coach Who Sparked a Category

05:23 - Why LinkedIn™? Why Now?

07:41 - Quitting, Drifting, and Rediscovering Entrepreneurship

09:20 - Choosing LinkedIn™ Over Instagram

09:53 - What a Carousel Really Is (and Why It Works)

11:30 - Why Visuals Must Be Simple, Clear, and Fast

13:49 - How to Build Leads on LinkedIn From Scratch

15:44 - Compounding Through Conversation

17:05 - The Turning Point: Selling Through Content

18:38 - The Three-Month Danger Window

19:45 - Quantity → Quality (No Other Shortcut Exists)

22:16 - Why You Should Post BEFORE You Need To

26:15 - The Multiple Facets of Content Design

28:21 - Nick's Design Rules (And Why They Work)

30:30 - How His Client Grew 8k Followers and 80k in Revenue

32:22 - Trim the Offer: Why Less > More

34:28 - The 60% Rule for Positioning

36:22 - D.F.Y → D.I.Y: A Pivot That Scales

37:52 - Nick’s Current Business Model

40:10 - Why He’s Leaving Done-For-You Behind

42:53 - The Rise of In-Person Events

44:58 - Why Build a Community?

46:32 - Screen-Sharing, Transparency, and “Winging It”

48:06 - Jeff’s POV on Clarity, Story, and Power of Voice

52:02 - Reframing Stage Nerves into Excitement

53:36 - Nick’s Public Speaking Trauma (And How He Overcame It)

55:54 - Expertise + Stories = Unshakeable Confidence

57:15 - The Anchor of Inbound-Only

58:10 - Jeff on Remembering Your Own Value

59:41 - Jeff’s Storytelling Background & Business Model

01:02:52 - Naming, Positioning & Not Getting “Too Cute”

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen

This is a conversation about what it really takes to build a business, stand out in a sea of sameness, and recover when the hustle turns into burnout.

Louis Butterfield is the co-founder of Awesome Business Videos & Video Heroes, an agency, program & community helping founders create videos that actually get watched on LinkedIn. Known for his playful “videos in the park” format, Louis has carved out a reputation for making content that’s ungeneric, entertaining, and rooted in values. Alongside his wife Jenna Sipponen, he’s built a six-figure business and a fast-growing community - while also confronting the realities of burnout and balance.

What you’ll learn in this episode:

• How Louis went from living in a yurt and failing five businesses to launching a thriving video company
• Why ungeneric videos beat polished but forgettable content every time
• The park video formula: mix silly settings with serious value
• How partnerships and podcasts became rocket fuel for authority
• The hidden cost of 70-hour weeks and the truth about burnout
• Why stories that sell are really about shared values, not just hooks
• The mantra Louis lives by: Punch above your weight class

Takeaways

• Stand out by changing the setting - not watering down the message
• Trust compounds when you borrow audiences through collaboration
• Community brings accountability and consistency
• Shared values build stronger bonds than formulas ever could
  
  
  

Chapters

00:00 – The role of story: why we’re drawn to people like us
00:25 – Welcome to the Disruptive Influence Podcast
00:40 – Meet Louis Butterfield: ungeneric videos for ungeneric brands
01:10 – From yurts to five failed businesses → stumbling into video
02:00 – Why high-end video no longer works & the shift to LinkedIn
03:45 – The rise of “videos in the park” (and why they work)
07:20 – Behind the scenes: outtakes, swings, and slides
09:15 – From client work to community → launching Video Heroes
13:20 – Building authority: showing wins & stacking trust through partnerships
17:30 – Podcasting as rocket fuel for growth
23:00 – The hard truth: burnout behind the six-figure launch
27:30 – Guardrails, recovery, and avoiding future burnout
31:30 – Purpose & fuel: love vs. fear, family, and the housing dream
36:40 – Finding Ikigai & designing the long game
39:20 – Crafting stories that sell: values over hooks
46:20 – Imposter syndrome, client pain points & the mantra: Punch above your weight class

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you. 

Every Like, Share, Subscription and Review means a lot.

Cover art by Daniel Devoy
Music by Stephen Voyce

©2024-2026 The Disruptive Influence Podcast - Jeff Abracen