In this episode, we go behind the scenes with one of the internets most powerful personal brands, Cody Sanchez. Join us as we interview Tanner Walter, the operator who helped scale it from 3M to 9M+ followers and 100M+ views.

Tanner shares the exact systems, team structure, and content strategy that turned Cody’s content machine into an 8-figure empire. From building a high-output video team to managing a remote crew and optimizing platform growth, this is the ultimate blueprint for creators, founders, and CMOs who want to turn content into serious revenue.

We cover:

✅ How Tanner structured Cody’s content team

✅ The YouTube + newsletter strategy that drove exponential growth

✅ Repurposing frameworks for omnichannel distribution

✅ Monetization through ads, courses, and community

✅ His "content Chipotle" framework for scalable creation

✅ The real role of a Head of Content or Creative Director

✅ Why the "creator’s dilemma" is killing growth—and how to solve it

Whether you're building a media business or trying to scale your brand presence, this episode is packed with creator economy insights, real-world examples, and tactical playbooks you can steal.

⏱️ CHAPTERS

00:00 - Codie’s Content Empire: The Strategy Behind the Growth

01:32 - From Aerospace Dreams to Media Operator

02:28 - Finding Purpose Through Creative Work

05:02 - Breaking into Content: The First Big Break

08:12 - Lessons from Joe Rogan, Aubrey Marcus, and Early Content Models

08:46 - How Tanner Joined Codie’s Team

10:41 - The First Pitch: What Got Him the Role

12:57 - Codie’s Mission and Why It Mattered for Content

14:22 - Creating a Mission That Drives Your Team

15:27 - Platform Strategy: YouTube, Newsletter & More

17:03 - Cross-Pollinating Content Across Channels

18:14 - What Content Formats Perform Best

19:13 - Going Viral: What Drove 100M+ Views

21:07 - Shorts vs Long-Form: How They Work Together

22:50 - Inside Codie’s Team Structure

24:33 - How the Machine Makes Money

26:04 - Top Monetization Mistakes Creators Make

27:14 - Getting Started: What Founders Should Focus On

28:57 - Picking a Niche: Passion, Demand, or Trend?

30:12 - Hook - Value - Avatar: The Framework Explained

31:31 - Why Omnipresence is a Must in 2025

33:18 - The Role of AI in Scaling Creators

34:52 - Choosing the Right Platform for Your Skills

36:29 - Setting Content Goals That Actually Work

38:01 - Building a Real Viewer Avatar

39:41 - Walk With Your Viewer, Don’t Talk at Them

41:06 - The Staircase to Scaling a Creator Business

42:34 - When to Hire & How to Structure Your Team

44:09 - Backend Systems That Power High Output

45:37 - Repurposing: The Hardest but Most Critical Step

47:24 - How the Talent Balances Business + Content

48:56 - What Creative Directors Really Get Paid

50:24 - Content is a Sales Engine — Here's Why

52:06 - Getting Through the Cringe Stage

53:50 - Influencer vs Leader: Why the Difference Matters

55:23 - Creator or Curator: Which One Wins?

56:37 - Rare Air Story: The Power of Collaboration

58:29 - The “Content Chipotle” System Explained

01:00:00 - Emotional vs Logical vs Entertaining Triggers

01:01:24 - Building Content That Gets Shared

01:02:54 - The Creator’s Dilemma

01:04:35 - Affiliate Networks: The Underrated Growth Lever

01:06:20 - Why Tanner’s Going Public With His Own Brand

01:07:48 - Why YouTube is the Platform of Choice

01:09:12 - The Simple Content Strategy That Prints Money

01:10:41 - How to Work With Tanner

01:12:28 - Where to Find Tanner Online

01:13:39 - Who Tanner Thinks Should Be on This Podcast Next

01:15:00 - Final Reflections: Vision, Systems, and What's Next

01:17:30 - Real Talk: Burnout, Balance & Long-Term Creativity

01:20:15 - How to Build Resilient Media Systems That Last

01:23:10 - Why Content Is Still the Best Sales Tool

01:26:45 - Tactical Advice for Scaling Without Burnout

01:30:00 - Founder Branding vs Founder Replacement

01:34:22 - Growing a Media Team Without Losing Control

01:37:08 - Why Content Strategy Is More Important Than Ever

01:39:00 - Closing Thoughts + Final Takeaways

01:41:00 - Where Tanner Is Heading Next