Formal education is becoming irrelevant. The UK is a great place to build a business. These aren't platitudes—they're battle-tested beliefs from someone who spent 20 years in the military, led the UK's COVID testing programme, and is now co-founding Electric Twin with Ben Warner (the PM's former chief data advisor) to build synthetic audiences that let businesses test decisions in seconds rather than weeks.

In this episode, Alex Cooper breaks down why the most memorable periods of your life will be the ones where you had zero balance, why you should hire polymaths with agility and hunger rather than certificates in AI, and how his company uses generative AI to simulate human decision-making with startling accuracy. He also shares lessons from scaling from 0 to 17 people, why founder-led sales matters even when you've never done it before, and why he'd rather die at 93 still working every day than retire to garden.

What you'll learn:

🎓 Why formal education and skills-based qualifications are becoming increasingly irrelevant

🇬🇧 Why London is an underrated place to build a tech business (despite the moaning)

⚖️ Why balance is bullshit—and why your deathbed memories will be from the unbalanced times

🤖 How synthetic audiences let you test business decisions in seconds with real-world accuracy

🚀 Why the OODA loop (Observe, Orientate, Decide, Act) gives decisive competitive advantage

💼 Why founder-led sales is essential even when you've never done sales before

Book recommendations:

The Box - Marc Levinson - https://www.amazon.co.uk/Box-Shipping-Container-Smaller-Economy/dp/0691170819

My War Gone By, I Miss It So - Anthony Lloyd - https://www.amazon.co.uk/War-Gone-Miss-Anthony-Loyd/dp/0140298541

Bad Blood - John Carreyrou - https://www.amazon.co.uk/Bad-Blood-Secrets-Silicon-Startup/dp/1509868054

About the Guest:

It was during COVID that Alex met his co-founder Ben Warner, who was the Prime Minister's chief advisor for data and digital. They became friends, and a couple of years after the pandemic, Ben suggested they set up a business together. At the time, Ben had been experimenting with early AI models to try to simulate human decision-making, but the models weren't good enough. With the advent of generative AI, it became possible—and Electric Twin was born. The company combines high-quality seed data, builds out synthetic populations of agents, and uses complex processes powered by commercial LLMs (they don't have their own model) to generate results that match real-world responses. They've run 40,000 evaluations to date.

Electric Twin now has 17 people and works primarily with enterprise clients like News UK (The Times), helping them make decisions about everything from podcast positioning to content strategy to product launches—all in seconds rather than the weeks traditional market research would take. They brought in a head of sales from MongoDB last year who implemented the MEDIC framework with discipline, focusing on setting up long-term relationships rather than rushing to close deals. The company has raised funding, is targeting the US market, and Alex is adamant about maintaining talent density as they scale from 17 to 50 people through what he calls "quite a difficult phase."

Alex is unapologetically elitist—he loves being around super smart people who are the best at their job, which is all he's known for 20 years. He's nearly 50, has no retirement plans, and would rather be like his mentor who came into the House of Lords every day at 93 because "otherwise my brain would rot." He reads voraciously and eclectically (five books on piracy while surfing in Mexico, four books on shipping containers), spends weekends in South Wales mending fences and making cider to physically dislocate from the AI world, and firmly believes the periods of his life he'll remember on his deathbed are the ones where he had no balance whatsoever.

Sign up to receive our weekly Scale To Win newsletter:

https://subscribe.monkhouseandcompany.com

Follow Dominic on LinkedIn:

https://linkedin.com/in/dominicmonkhouse

Chapters:

00:00 Introduction

01:00 Formal education vs lifelong learning in the AI era

04:02 Why balance is overrated and intense focus matters

09:00 From army officer to founder of an AI startup

13:54 Building human behaviour simulations with synthetic audiences

17:17 How generative AI powers accurate real-time decision testing

21:12 COVID, consumer behaviour, and why experts often get it wrong

28:08 Why London is still a top place to start a business

33:18 Lessons from 20 years in the military

37:28 Scaling culture from 17 to 50 employees

42:15 Learning B2B sales and the power of founder-led GTM

47:58 Charisma, fraud, and lessons from Bad Blood and Theranos