"What got you here won't get you there."

James Johnson and Freddie Birley tackle the question: How do you scale yourself as a leader without losing what made you effective in the first place?

In this Post Bag episode, James and Freddie explore the tension between staying authentic and evolving as your company grows. They unpack why some founders thrive in the scaling phase while others feel completely drained, how to design your role around what energises you (not what you "should" do), and why comparing yourself to founder archetypes like Elon Musk or Steve Jobs is a trap.

The conversation also dives into Taylor Swift as a case study in reinvention (yes, really), the danger of judging your messy internal world against everyone else's polished external one, and why brutal self-awareness is your superpower.

Together they unpack:

• Why the survival phase skills become detrimental during scaling
• How to stay "in" the business without being stuck "in" the business
• The founder archetype trap
• Why burnout happens when you're not attuned to what energises you
• How to design your role around your strengths instead of "what a CEO should do"

👆 Struggling to scale yourself as a leader? Send your founder questions to [email protected]

About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.

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