From burnout to breakthrough!

Andrew and Kieron of "A Few Good People" reveal how shifting from time-based billing to value-based offerings is transforming the agency landscape.

With 40+ years of combined experience, we unpack the counterintuitive truths about client relationships that most service businesses miss.

Discover why "people-pleasing" destroys value, how a simple menu approach can boost profits by 17%, and why even creative agencies resist the very innovation they preach.

This masterclass in productisation isn't just theory, it's a roadmap for higher margins, happier clients, & more satisfied teams.

Plus: will AI accelerate this revolution or render it obsolete?

On the Docket:

• 00:00:00 - Introduction and discussion of service business challenges
• 00:05:21 - The evolution of advertising business models since the Mad Men era
• 00:15:46 - What prompted the founders to focus on productisation
• 00:19:04 - The restaurant menu analogy: why productisation creates better client experiences
• 00:23:43 - How to explain productisation to someone who's always used billable hours
• 00:27:23 - The language barrier between agencies and clients
• 00:32:00 - How a productised sales conversation differs from traditional approaches
• 00:37:42 - Case study: Transforming "aftercare" into "solution support"
• 00:50:00 - Common resistance to productisation and how to overcome it
• 01:06:40 - Addressing the objection that "you can't productise creativity"
• 01:13:36 - When a client is ready for productisation
• 01:21:22 - Misconceptions about product management
• 01:26:13 - Predictions for service businesses in the next decade

Key Points:

The fundamental misunderstanding in service businesses

"Being nice to someone is in some way encouraging them to be nice back... They try to keep their customers happy in ways that are detrimental to themselves, and they assume the customer notices, appreciates it, and will pay back that niceness."

Why people-pleasing doesn't work

"It's called people-pleasing, but what it's actually doing is behaving in a submissive sort of manner, which doesn't tend to generate long-term happy relationships."

The restaurant menu approach to offering services

"If you invert that to how a normal restaurant tends to work, it gives you a menu. It says proactively 'these are the things we've designed that we know we can do really well, would you like one?' This creates a positive customer experience but also means the kitchen has some ability to repeat things which makes them efficient."

The surprising outcomes of productisation

"Our relationship with them got better... The employees working on that client were also happier... The customer actually spent more in aggregate... We improved our margins from about 65 per cent to about 82 per cent - all whilst keeping the customer happier."

Why language clarity matters

"Most of the time the client is having a conversation with the agency and they think they're saying the same thing, and in reality it's different. I've even seen it to the extent where the customer believes they are buying a business transformation and the agency thinks they're delivering a website."

The shift away from time-based billing

"In the new model they didn't get to see any of that data, they just saw that a ticket got open and got closed in the timeline that we said it would be. We only now focused on things that didn't work... A relationship with them got significantly better because we were focused on the value we were delivering to the customer, not the amount of time taken."

Where to find Andrew & Kireon

AFGP: https://www.afewgoodpeople.co.uk/

Andrew Radley: https://www.linkedin.com/in/andrew-radley-6ab365/

Kieran McCann: https://www.linkedin.com/in/kieronmccann/

I'm joined by Matthias, co-founder of Avalana, who shares his journey building a startup in the video editing space & the lessons learned from previous ventures. We discuss how building in public has driven surprising growth, his approach to remote work, and his perspective on AI's impact on creativity.Timestamps:00:00 - Intro and rap01:26 - Experience from previous startups and focusing on one thing02:55 - Evolution of success definition04:47 - Most valuable daily habits (morning runs and sauna)07:28 - Managing expectations while building a startup14:42 - Content strategy and the unexpected benefits of building in public24:42 - Human creativity vs AI generated work in video editing42:34 - Building in Switzerland vs Silicon Valley47:22 - Remote work practices that work (and what they rejected)52:53 - Insights from shadowing video editors and product developmentKey Points:Focus is everything for startup success"I'd say my biggest failure was just doing a lot of things okay to good, but not really building anything to its biggest potential."Redefine success beyond external validationMatthias shifted from "How can I make money as fast as possible?" to "How can I be happy, build what I'm passionate about with people I enjoy working with?"Remote-first works with the right structureTheir approach: Monday/Tuesday/Friday standups, Wednesday deep dives, and no meetings on Thursdays for focused work.Building in public creates unexpected advantages"We have every week somebody wanting to apply either as a video editor, product engineer, or designer for free" - all from sharing the startup journey through vlogs.AI will amplify rather than replace human creativity"Finding the story" will remain the most valuable skill for creators as AI handles technical tasks.Europe offers startup advantages over Silicon ValleyLower talent costs, better work-life balance, and cultural diversity create a strong foundation for building sustainably.Taste is developed through intentional consumption"Be very conscious of how you consume... think why does this speak to me? Why does this not speak to me?"Notable Quotes:"The older you get, the more you learn to say no just because you said yes too many times.""I don't think you need to work 12 hours a day seven days a week to be successful.""The bigger you are, the more your personal brand matters, and the more that is directly connected with the value of your brand."

I just spent some time with the latest NotebookLM update, and I'm genuinely excited about how it's changing the way I consume and share information. Let's break it down:

⏱️ Key Timestamps

00:00 - Introduction to NotebookLM's rapid evolution

00:20 - Overview of the new audio control features

00:39 - Benefits for different learning styles

01:05 - NotebookLM basics for new users

01:24 - Audio overview demonstration

01:38 - Custom instructions for focused research

02:06 - Learning preferences and audio benefits

02:47 - Research capacity (up to 50 sources)

03:10 - Use case: podcast guest research

03:36 - Practical demonstration of output

03:54 - Sharing capabilities and content creation

04:18 - Final thoughts on practical applications

What I'm really loving about this update is the improved audio overview feature. Finally, we get actual control over how our audio is generated! This is huge if you're like me and switch between reading and listening depending on the day.

If you're new to NotebookLM, don't worry - I cover the basics around the 1-minute mark. But the real magic happens when you see how you can use this for practical stuff like:

- Researching podcast guests to find those unique angles nobody else covers

- Creating and sharing research summaries without all the manual work- Finding answers to questions that have already been addressed online

- Pulling unique insights from multiple sources (it handles up to 50!)

- Turning your written research into audio content you can share

You can download these audio files, upload them to platforms like Spotify, or share them directly. This makes content creation so much more efficient.

The team at NotebookLM seems to understand that we all learn differently. Some of us need chat-style interaction, others (like me sometimes) need the space to listen and reflect.

Just wrapped an deep dive into OpenAI's new image generation capabilities in GPT-4o, and wow - the game has completely changed. It's got really good at realistic images and copying styles, so I might have to rethink the way I make thumbnails in the future !Key Learnings 🧠The leap from prompt engineering to conversational image creation is a game-changer for workflowContent creators should start experimenting now to stay ahead of the curveThe combination of style consistency + text preservation solves the biggest previous pain pointsHaving reference images dramatically improves results compared to text-only promptsThese tools work best when you understand their strengths and limitations, not as complete replacementsThe accessibility of these tools will raise baseline expectations for visual content quality## Key Timestamps ⏱️00:00 - Introduction to GPT-4o's image capabilities02:15 - First demonstration of style transformations04:37 - Text rendering breakthrough explained07:22 - Real-time image editing demonstrations10:56 - Podcast thumbnail creation walkthrough13:41 - Personal photo transformation experiments17:08 - Marketing material recreation demos20:33 - Multi-lingual text handling limitations22:15 - Future implications for content creators24:46 - How to access these tools yourselfThe Good Stuff The new capabilities completely redefine what's possible with AI image generation:- Studio Ghibli style transformations that maintain original composition- Consistent artistic styles across multiple generations- Preservation of important visual elements from source images- Ability to follow nuanced style guidelines- Real-time previews and iterationsA game-changing improvement over previous models and UI:- Perfect text preservation in transformed images- Maintained font styles across transformations- Accurate rendering of complex typography- Brand name and logo integrity preservation- Multilingual text support (with some limitations)Real-world use cases that impressed me most:- Professional-quality podcast thumbnails in seconds- Brand-consistent marketing materials- Rapid prototyping of visual concepts- Transformation of amateur photos into polished imagery- Custom illustration creation without design skillsA few challenges still being worked out:- Occasional hallucinations in complex transformations- Inconsistencies with certain multilingual character sets- Some limitations with extremely detailed instructions- Variable results with highly specific brand guidelines- Processing time for complex transformationsWhat this means for creative professionals:- Democratised access to professional-quality visuals- Dramatically reduced time for visual content creation- Integration possibilities with existing creative workflows- Potential reshaping of entry-level design positions- New forms of human-AI creative collaborationRandom Thought 🤔What struck me most about these demos wasn't just the technical achievement, but how it transforms the creative process. Three years ago, generating a decent AI image required complex prompts and extensive post-processing. Now I'm watching photos transform into Ghibli masterpieces through a simple conversation. If this is what's possible today, imagine where visual AI will be in another year.

In this episode, we dive deep into the world of marketing technology with Gabriel Sayers, co-founder of Briefly – an AI-powered briefing platform revolutionising how marketers create campaign briefs. Gabriel shares how a frustrating problem he experienced firsthand in advertising agencies led to building a solution that's now saving major brands from wasting marketing budgets on poor briefs.

Key Timestamps ⏱️

• 00:00 - Introduction to Briefly and problem identification
• 06:07 - Origin story and early validation (4,500 person waitlist!)
• 09:50 - First enterprise client acquisition
• 12:02 - Demonstration of the platform interface
• 26:45 - Knowledge retrieval capabilities
• 34:49 - Evolution of the user experience
• 47:53 - Content creation vs building tools approach
• 54:40 - Quick-fire takes on marketing industry

Gabriel walks us through Briefly's evolution from a simple idea to an enterprise-grade AI platform that combines conversational UI with organisational knowledge to produce better marketing briefs. We explore how the platform creates a judgment-free space for marketers to develop their ideas while accessing their company's institutional knowledge that would otherwise be lost in forgotten documents. Gabriel demonstrates the platform's capabilities live, showing how it guides users through the briefing process while pulling in relevant insights from past campaigns.

We also discuss their approach to marketing itself through "Briefly Labs" – creating fun, interactive tools instead of traditional content marketing. Gabriel shares stories about their projects, including a murder mystery game and a Rory Sutherland-inspired quote generator (which unfortunately received a cease and desist from Ogilvy).

The conversation touches on the challenges of building enterprise software, the importance of rapid iteration based on user feedback, and how AI is transforming knowledge work in marketing. Gabriel offers candid insights about entrepreneurship, learning from mistakes, and the books that have influenced his journey.

What got me thinking is how they've weaponised institutional knowledge. Every organisation has valuable insights buried in forgotten documents and spreadsheets. The real innovation here isn't just AI answering questions – it's connecting those answers to your organisation's existing knowledge base. The future of work tools seems less about creating blank canvases and more about building intelligent systems that understand context, retrieve relevant information, and guide us toward better decisions.

Alex Banks shares his fascinating journey from LinkedIn creator to founder of Grow Hub, exploring how AI is transforming personal brand building in 2025. We dive deep into the story behind this powerful tool that is helping professionals find and amplify their authentic voice online.Check out Grow Hub: https://growhub.ai/?via=virajKey Timestamps00:00 - Welcome and catching up00:12 - Introduction to Grow Hub and its evolution01:08 - What is Grow Hub and why LinkedIn matters02:26 - Personal branding in the age of AI04:04 - The story behind Grow Hub's unique design05:09 - Deep dive into Grow Hub's features08:49 - The importance of writing styles12:10 - LinkedIn post structure breakdown24:16 - Building with a lean team of three26:17 - Why personal branding matters32:51 - The future of content creation34:21 - Key advice on consistencyThe Good Stuff Why LinkedIn Matters (01:15)Alex breaks down the power of LinkedIn:- Superior source for inbound opportunities- Decision-makers are active on the platform- Personal branding becoming crucial for 2025- Authentic voice matters more than ever- Direct access to professional networksInside Grow Hub (05:09)Deep dive into the tool's capabilities:- Smart content extraction from URLs- AI-powered post structuring- Three distinct writing styles- Preview functionality for visibility- Calendar integration for consistencyBuilding Lean (24:16)Fascinating insights on modern startup building:- Three-person team achieving remarkable results- Leveraging AI for massive scale- Focus on unique skill sets- Revenue per employee transformation- Future of lean startup operationsThe Future of Content (32:51)Alex's vision for content creation:- AI-powered content generation at scale- Importance of authentic voices- Integration with news and research- Personal brand as a career differentiatorRandom ThoughtWhat struck me most was Alex's emphasis on consistency over perfection. In a world where AI tools are making content creation more accessible than ever, the real differentiator is not just what you create, but how consistently you show up and share your authentic voice.#PersonalBranding #AI #LinkedInGrowth #ContentCreation #StartupLife #TechInnovation———————Random links about me🌍 My Articles - https://medium.com/@virajacharya📸 My Instagram - https://instagram.com/virajacharya🐦 My Twitter - https://twitter.com/Viraj__Acharya📱 My TikTok - https://www.tiktok.com/@viraj_acharyaLearn from Great people LFGP, hosted by Viraj Acharya, takes you inside the world of Work. Join Viraj as you learn from founders, practitioners, senior leaders and more by listening to what the most prominent superstars are directly doing in their companies, providing easily actionable tips and tricks that can be put in place to increase your chances of business success. Learn from Great People also provides an instructional guide on what it takes to get employed in industry, with guests giving specific advice on getting noticed from the crowd and increasing your chances of employment. Our amazing industry superstars also provide their analysis of the current market landscape, providing advice and suggestions on the latest trends and predictions. Join us so you can see how you can get big, powerful improvements, fast.GET IN TOUCH:If you’d like to talk, I’d love to hear from you. Instagram @virajacharya directly will be the quickest way to get a response!☕️ In-person - I love meeting up with people in real life. So here's a standing offer - if you fancy taking a trip to London (UK) & want to chat, I'll buy you a coffee, no questions asked. I'm generally available most weekday evenings after 4pm. Drop me a dm on Instagram (@virajacharya) and include [Coffee] as the first line, and we can work something out.

Just wrapped up an awesome chat with Alex Banks on the pod - the kind of conversation that makes you excited about where tech is actually heading. What I love about Alex is how he cuts through all the AI hype and gets down to the real stuff. We riffed on everything from using AI to handle those annoying freelance receipts you know, the ones sitting in your drawer right now, to this wild idea about viral marketing that actually makes sense.

The conversation took this really interesting turn when he started talking about elder care. He told this great story about an 80-year-old reader from Wales who reads his AI newsletter - imagine that! These are always my favourite episodes - when you can see exactly how these big tech ideas could fit into regular people's lives tomorrow.The Rundown 🎯00:00 - Welcome and intro01:38 - AI for solo entrepreneurs: automating the accounting headache13:52 - Growth stacks and finding the right influencers16:08 - Building viral marketing with Shopify discounts19:23 - Flash mob discounting strategy21:29 - The Wales connection: Using AI for elder care26:04 - Why WhatsApp might be the future of elder tech28:04 - Wrap upThe Good Stuff 💎

AI for Receipt Hell (yes, please!) Listen, we've all been there - that drawer full of receipts that haunts your dreams come tax season. Alex dropped some serious knowledge on how to make this pain go away:- Auto-categorization that actually works (finally!)- Snap a pic, forget about it system- Batch processing (because who has time to do one at a time?)- Plays nice with your existing accounting setup- Uses Gemini (way cheaper than the alternatives, btw)The Tech Stack Tea ☕️Real talk on the build strategy:- Lovable for frontend (chef's kiss)- MVP first, fancy stuff later- Natural language everything- API magic to tie it all togetherGrowth Hacks That Aren't Cringe Some gold nuggets on getting traction:- Super specific targeting (no spray and pray)- Newsletter collabs that make sense- Finding those hidden gem influencers- LinkedIn stuff that actually works- Real engagement (because we're all tired of bot DMs)The Viral Discount Engine 🔥This part got me excited - imagine discounts that spread like wildfire:- API-triggered rewards for sharing- Network effects that compound- Smart discount rates based on behavior- Flash mob sales (but make it tech)- Actually tracking if this stuff worksElder Care (But Make It Smart) The most human part of our chat - using tech to help the elderly:- WhatsApp integration (because that's what they actually use)- Smart med reminders- Proof-of-pill photos- Keeping the family in the loop- Simple interfaces that don't confuse- Voice commands that make sense- OpenAI doing the heavy liftingReal Talk on Implementation The stuff nobody tells you but everyone needs to know:- Build where people already are- Stack your tools smart- Trust over features- Work with habits, not against them- Integration is everythingWhat Actually Matters Bottom line stuff:- Make it personal- Keep it simple- Flow with existing systems- Clear value (no BS)- Give people reasons to stick aroundMore thoughts brewing on this. Might need to do a follow-up episode. Stay tuned! ✌️

Rob Lawrence is the Founder of Good Engine.xyz which is a first-of-its-kind, generative offer comparison engine built round a 🤖 that reads T&C’s — all designed to help players make a good choice. Rob is one of the OG’s in the marketing space - his mind when thinking up ideas for digital campaigns is second to none He came up with the modern reality TV mechanic in short the man with incredible ideas (who has executed on them) 

🛠️ Building Goodengine, to bring fairness to gambling

🧠 The most incredible mind I have had the pleasure of interviewing 

My top 5 takeaways from diving into his mind 👇

1. Rob On Not Having Lofty Ambitions As A Kid.

I never had a pattern to things

I just went and did whatever took my fancy

2. Rob On Gambling User Experience

It's terribly poorly thought through from a UX POV

The job of gambling websites is to get you in and keep you there.

Nobody shares any data

3. Rob On GPT 4o

What they’re doing now used to be called RPI

And that AIAgent Demo they showed last week

I saw that 25 years ago at IBM

4. On Building Something People Want

We’ve built something that means people can find what they want.

And it works unbelievably well.

If you allow people to find what they want, it will be easy.

Then they’ll use it

5. On Giving Brands Ideas They Want

The good choice is simple

Certain marketplaces don’t think like that

And well they aren’t incentivised too.

Ana Pricop is the co-founder @ Outdid.io, the B2B start-up building a world where people trust each other and are safe online. Before starting Outdid,

Co-Founder / Relationship

And of course the Quick Fire

Tom Charman is an absolute cockroach founder, having built 4 start-ups and started angel investing all in the last decade.