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Caleb Ralston is the secret strategist behind Gary Vee and Alex Hormozi — two of the biggest personal brands in the world. In this episode, Caleb reveals the exact systems and frameworks he used to help scale Hormozi’s brand to 11.5 million followers and build creator teams that actually convert.

We break down his 4-step brand journey framework, the biggest mistake people make when growing online, what he learned directly from GaryVee, and why the future of personal branding is about trust, not virality. If you’re a creator, entrepreneur, or anyone building an audience — this is the blueprint for doing it right.

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Timestamps:

0:00 – Introduction

1:32 – The framework to build a personal brand

5:50 – The biggest mistake creators make with content

9:45 – Why your brand must stand for something contrarian

13:30 – Lessons from GaryVee on spotting new platforms early

17:55 – How to pick your primary platform & stay consistent

23:22 – Why trust beats virality (and always will)

29:40 – Turning your creative team into strategic thinkers

35:18 – The role of quality vs quantity in content

41:07 – Inside the Hormozi content machine

48:12 – The one hire every creator should make first

54:48 – Building long-term systems instead of chasing views1:03:20 – Optimising your team

1:08:15 – What Caleb learned working with the Hormozi's

1:14:33 – Balancing what your own work & more team advice

1:18:47 – GaryVee & Document, don't create

1:29:23 – Premium looking content & final advice