In this episode, entrepreneur and personal branding expert Kelly Lundberg shares her journey from a cabin crew member in Dubai to becoming an authority on personal branding. Kelly shares the defining moments that led her to recognise the importance of personal branding, particularly her experience with luxury retailer Harvey Nichols. She breaks down her ‘Seven Pillars of Personal Branding’ and explores the power of storytelling and consistency across multiple platforms. Kelly also shares her insights on professional growth, the impact of environment, and how personal branding is about evolving into the version of yourself you aspire to be.

KEY TAKEAWAYS

Personal branding is often about transitioning from being ‘hidden’ to being ‘seen’, often providing the confidence and clarity that people are truly buying into.

A successful personal brand must be consistent across multiple digital platforms, including LinkedIn, Instagram, websites, and even search results.

Your personal brand sits at the top and evolves with you, while business activities and joint ventures may come and go beneath it.

Effective personal branding requires an intentional strategy (who you are and what you want to be known for) before jumping into social media content.

Storytelling is a crucial element of personal branding that allows for a relational experience, moving beyond generic AI-generated content.

BEST MOMENTS

"While you think that you're offering transformation and personal branding, ultimately what people are buying into is confidence."

"Dubai is the home of reinvention. And more than that, presence and brand is very much Emirates standards."

"Your personal brand never stays still. It always evolves. You evolve as a person."

"Visibility is your responsibility. No one else is going to talk about you than you."

"It's the small things done consistently that makes you memorable, not one big thing."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this episode, Brad sits down with recruitment expert Daniel Langley, founder of his own agency with a decade of experience in the industry. Daniel shares his journey from a successful career as a personal trainer to becoming a specialist in MES and smart manufacturing recruitment. They dive deep into the post-COVID landscape of hiring, exploring the challenges of inflation, the impact of AI, and the ongoing debate between remote and in-office work. Daniel provides actionable advice for both companies and job seekers, emphasising the importance of structured interviews, the power of a ‘don't-want’ list, and the necessity of building a visible personal brand in today’s digital market.

KEY TAKEAWAYS

A bad hire can cost a company up to 200% of that employee's salary when factoring in recruitment fees, training, onboarding, and lost productivity.

Beyond defining the perfect candidate, companies should create a ‘red line’ list of traits and qualifications they absolutely do not want to protect the company culture.

A successful hiring process should include at least three stages: a line manager interview, a ‘peer-to-peer interview’ to assess team fit, and a final meeting with the CEO or founder.

For professionals seeking growth, being visible, particularly on platforms like LinkedIn, and quantifying your specific impact (outcomes over responsibilities) is essential for triggering promotions.

Companies should strive to be in a state of constant recruitment rather than ‘turning the tap on’ only when a desperate need arises, allowing them to hire for potential rather than just immediate relief.

BEST MOMENTS

"The riches are in the niches. You just can't be a generalist; you've got to zero in on one micro area."

"I think you have to be delusional. You have to be delusional about what you can achieve and you've got to pitch into existence what you dream."

"I've always been a big believer in you either win or you learn."

"AI is excellent at repeatable tasks. The big differentiator is being able to talk about your impact, being able to demonstrate that you can make decisions, assess risks."

"Your LinkedIn profile should be treated as a professional digital CV."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this engaging episode, Brad interviews Beth Lancaster, a Senior Property Manager at FirstPort. Beth shares her fascinating career journey, starting as a dental nurse on minimum wage to making a bold move to Dubai at age 26, where she ‘faked it till she made it’ into the world of luxury skyscraper management. The conversation explores the high-pressure world of facilities management, the importance of proactive communication with residents, and how Beth manages a team of 96 developments. 

KEY TAKEAWAYS

Beth shares how she transitioned from dental nursing to managing a Dubai skyscraper by being willing to learn on the job and projecting confidence even when she was still learning basic office skills.

In property management, silence creates anxiety. Beth emphasises the importance of constant updates, even if there is no new news, to build trust with residents during building emergencies.

Successful property managers must be adept at juggling multiple high-priority tasks simultaneously while recognising their limits to ensure service standards don't slip.

Beth discusses how her management style evolved through personality profiling (like the ‘Surrounded by Idiots’ workshop), moving from a ‘High Red’ dominant style to a more empathetic ‘High Yellow’ approach.

The industry has become significantly more complex with the Building Safety Act, requiring managers to be constantly learning and leveraging new technologies to track compliance and safety.

BEST MOMENTS

"I was faking it till I made it. I didn't know how to use computers, I didn't know how to file anything, but I just seemed to get away with it."

"Over-communicating is definitely going to be better than under-communication... that's where you build up the trust with your residents."

"I like to be a medium fish in a big pond. I like to be somebody, but I also like to be surrounded by a lot of other somebodies."

"On a Sunday evening, none of my team are feeling sick about going to work the next day. As long as we have that, then we're happy."

"The more times you say no, the more successful you can be, because then you focus on the stuff that really matters." 

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this insightful episode, Brad sits down with Paul Bulloch, as they dive deep into the evolution of business over the last 25 years. Paul shares his journey of founding and scaling Concept, a specialist vehicle leasing brokerage, and the eventual sale of the company to Rivervale. From the early days of ‘fire in the belly’ ambition to navigating the 2008 financial crisis, Paul discusses the fundamental shift from traditional marketing to the AI-driven landscape of 2026. 

KEY TAKEAWAYS

Despite the rapid acceleration of AI and digital communication, business remains fundamentally relationship-based. Real trust is earned through face-to-face interaction and consistent touchpoints.

The 2008 financial crisis forced a strategic shift from consumer leasing to a B2B focus. Embracing constraints can lead to discovering a more profitable and sustainable niche.

Maintaining a team for 10-15 years requires more than just high salaries; it’s about structure, clear progression paths, and small, consistent acts of recognition that make employees feel valued.

Selling a business is a multi-year process. Paul suggests a five-year window to refine systems, clean up credit control, and ensure the business is attractive to potential acquirers.

Success in 2026 requires consistent habits, such as regular strategy sessions out of the office and staying ‘present’ in the business while leveraging AI to handle operational heavy lifting.

BEST MOMENTS

"No trust, no transaction."

"You've got to celebrate the wins, little and often, just making sure you take stock, look at what's worked well."

"As business owners, quite often the best ideas or best solutions to problems come when you're taking yourself out [of the office]."

"You've got to be the best version of yourself, you need to work on yourself massively before the business."

"If you're in a hole, the only way to deal with that is to try and grow out of it."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this episode, Brad sits down with marketing strategist Chris Burton of ‘The Marketing Centre’ to pull back the curtain on what truly drives business growth in 2026. Moving far beyond the surface-level tactics of SEO and pay-per-click ads, Chris explains his ‘Marketing Orchestra’ philosophy, where technology, messaging, and people must be perfectly synchronised to create a high-impact brand.

KEY TAKEAWAYS

Successful marketing isn't about a single tool; it’s about the synergy between the ‘instruments’ (tools like Google Ads or AI), the ‘music’ (your messaging and tone), and the ‘conductor’ (strategy).

Exceptional customer experience is defined by doing the unexpected. Small, innovative shifts in how you treat customers can lead to massive increases in referrals and lifetime value.

Small-to-medium enterprises (SMEs) have a distinct advantage in their ability to pivot quickly. By leveraging AI to accelerate research, they can outmaneuver slow-moving corporate competitors.

A brand isn't just a logo; it’s the internal culture of the business. When employees are aligned with the brand's values, they naturally deliver the ‘operating standards’ that keep customers coming back.

To avoid the ‘Red Ocean’ of cutthroat price wars, businesses must identify their ‘sweet spot’ - the intersection of what they do best and what the market uniquely needs.

BEST MOMENTS

"Marketing shouldn’t be a cost; it should be a profit driver, a growth driver, contributing actively in the fiscal year and beyond".

"The instruments are the tools, the music you play is the messaging and the tonality of it all. I need to be the conductor, not the instrument player".

"Customer experience is what your customers feel and actually experience. It’s not what you say; it’s how you say it. It’s not what you do; it’s how you do it".

"Brand exists because what it does is it helps attract the right people to your business. That’s customers, but it’s also talent".

"A customer that strongly recommends your business typically creates eight times their own lifetime value through recommendation".

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this high-energy conversation, Dr. Aalok from Implement AI joins the show to demystify the rapidly evolving landscape of Artificial Intelligence. Moving beyond the ‘Google search’ mentality, Alok explains how AI is a general-purpose technology, akin to electricity or fire, that can act as a ‘spectral night vision’ for business owners to see opportunities they previously missed. From automating mundane tasks to building full-scale digital colleagues like ‘Neo’ and ‘Morpheus’, the episode explores how curiosity-driven entrepreneurs can leverage AI to gain an unfair advantage.

KEY TAKEAWAYS

Don't view AI as a simple chatbot; view it as a tool that allows you to see data patterns, customer needs, and business inefficiencies that are invisible to the naked eye.

Start by augmenting yourself (speeding up your own tasks), then augmenting your team (standardising processes), and finally reaching transformation (redefining revenue capacity and customer experience).

To get the best results from AI, you must feed it your ‘company DNA’, your specific tone of voice, ethos, and unique industry insights, rather than asking for generic content.

We all have a limited ‘budget’ of attention each day. Success comes from automating or avoiding distractions so you can apply your focus to high-impact, creative decisions.

2026 is a ‘compression year’ where technological advancement is moving at an unprecedented pace. Those who experiment and implement now will be ‘above the fog’ while others are left struggling to take off.

BEST MOMENTS

"Use AI like special glasses, spectral night vision, to see things that other people couldn't see before."

"You're not limited by technology; you're limited by creativity."

"If you're a free user, you're the product. When you pay, you're the partner."

"It’s more elegant to avoid than to say no. Guard your attention; it’s your most valuable currency."

"It’s not what you don't know that gets you; it’s what you think you know that isn't true."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this episode, Brad dives deep into the fascinating intersection of psychology and branding with Claire Marshall, founder of Brand Mixology. Claire shares her unique journey from corporate recruitment to hypnotherapy, and ultimately, to helping founders build powerful personal brands. We explore why ‘yellow pages’ advertising is dead, how our primal need for human connection influences buying decisions, and why AI should enhance, not replace, your authentic voice. 

KEY TAKEAWAYS

Success comes from owning your unique blend of experiences, skills, and personality quirks. 

In an era of AI-generated content and endless ads, consumers crave authentic human connection. Building trust through a personal brand is more effective than shouting the loudest.

True accountability isn't about being told off; it's about having a support system or community that validates your progress and keeps you moving toward your goals when motivation wanes.

Avoid ‘throwing spaghetti at the wall’. Use Claire's ‘Vivid Framework’ (Vision, Identity, Visibility, Innovation, Data) to ensure every marketing action aligns with your core business goals and customer needs.

Don’t ignore the numbers. Regularly reviewing simple metrics, like engagement or consistency, can reveal what’s actually working, allowing you to pivot before you waste resources on ineffective strategies.

BEST MOMENTS

"You can only see the journey when you join the dots backwards."

"Success comes from your own mix of experiences, of the trial and error, and also of what makes you unique."

"You don't ask somebody to marry you on day one... [that's] probably not the most effective strategy."

"All data is good data. I think sometimes people don't want to look at it because the data can be stuff you don't want to hear, but actually that's the good stuff to hear."

"If you can really own who you are and what you want that life to be... take that stand aside from what is considered the 'safer route'."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this episode, Brad sits down with Ryan Ashford-Smit, the co-owner of the UK’s first OsteoStrong centre in Tunbridge Wells. Ryan shares his fascinating journey from a career in architecture and lighting design in South Africa to becoming a pioneer in the UK biohacking space. They dive deep into the science of ‘osteogenic loading’, a method of strengthening the skeletal system that takes just 15 minutes a week. Ryan explains how high-impact force is the missing key to longevity, how he reversed his own knee arthritis, and why we should all be training like athletes for our ‘Quantum Decade’, the last ten years of our lives. If you are interested in future-proofing your body, reversing aging, or simply understanding the hidden foundation of physical strength, this conversation is a must-listen.

KEY TAKEAWAYS

Bones are not just static structures; they are living, breathing organs similar to the heart and lungs. Just like muscles, they require specific stimuli to remain healthy and can decondition without it.

There is a neurological connection between bone density and muscle strength. If your bones (the chassis) are weak, your central nervous system limits your muscle output to prevent self-injury. Strengthening the bone removes this governor, allowing for greater muscle gains.

To trigger new bone growth, the skeletal system needs to experience forces of roughly 4x body weight. This is nearly impossible to do safely in a traditional gym, but is the core principle behind OsteoStrong’s robotic loading technology.

The decisions you make regarding your health in your 40s and 50s dictate the quality of your life in your 70s and 80s. Training now is about ensuring you have the mobility to put your own luggage in the overhead locker during your final decade.

Biohacking and training provide the stimulus for growth, but the actual repair happens during rest. Without adequate sleep and protein intake, the body cannot utilise the stimulus to build denser bone and stronger tissue.

BEST MOMENTS

"I learned that bones are living, breathing organs, like your heart or your lungs."

"No trust, no transaction."

"Thinking about the last 10 years of your life, we should all be training like athletes for that quantum decade."

"No one plans to be in a mobility scooter. Some plan ‘not’ to be in one."

"Your bone strength becomes your new limitation, athletes realise the only way they can break through that barrier is to improve their bone strength."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this episode, Jo shares with Brad her remarkable journey from investment banking to founding Aces High, a corporate team-building initiative that reimagines poker as a skills-building experience without the gambling aspect. She discusses the profound personal challenges she faced, including the loss of loved ones, which prompted her to seek a more meaningful career. Jo highlights the parallels between poker and business strategy, emphasizing the importance of patience, discipline, and the ability to assess risks.

KEY TAKEAWAYS

Life's challenges, such as personal losses, can serve as catalysts for change. Embracing these moments can lead to significant personal and professional growth, encouraging individuals to pursue their passions and take calculated risks.

Poker teaches valuable life skills such as patience, discipline, and strategic thinking. These skills can be applied in business settings, helping individuals navigate high-stakes situations and make informed decisions.

Recognising when to cut losses is crucial in both poker and business. It's important to assess situations objectively and make decisions that minimise potential losses rather than stubbornly holding on to failing ventures.

Maintaining a calm and composed mindset is essential for effective decision-making. Practicing mindfulness can help individuals respond thoughtfully rather than react impulsively, especially in high-pressure situations.

Engaging in activities like poker can boost confidence and assertiveness, particularly among women. By creating inclusive environments and encouraging participation, individuals can develop skills that translate into professional success and personal growth.

BEST MOMENTS

"I think sometimes it's the cracks that let the light in, right? It's those moments where you think, well, actually, what is important to me?"

"Poker teaches you about patience and discipline, statistics and picking your moments."

"I realized I've got aces and there was no way I was folding."

"It's about authenticity. I absolutely would have had that what if, and I probably wouldn't have forgiven myself."

"You don't need to gamble to take the value from poker."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week.

In this episode, Brad sits down with Gav, a fitness expert with a unique background in sports science and a 17-year career in male stripping. Gav shares his unconventional journey into the fitness industry, detailing how he transitioned from entertaining audiences to becoming a personal trainer and eventually moving his business online. They discuss the complexities of weight loss, emphasising the importance of understanding calories in versus calories out, and the psychological aspects of dieting. Gav highlights the significance of changing one's identity to achieve sustainable weight loss, discussing how mindset and discipline play crucial roles in long-term success.

KEY TAKEAWAYS

Achieving and maintaining weight loss requires a fundamental change in identity. Individuals must see themselves as someone who engages in healthy behaviours, such as exercising regularly and making mindful food choices.

Weight management fundamentally revolves around the principle of calories in versus calories out. To lose weight, one must consume fewer calories than they burn, but this equation is influenced by various factors, including metabolism, activity level, and the thermic effect of food.

High protein intake is crucial for weight loss and satiety. Increasing protein levels can help individuals feel fuller and more satisfied, making it easier to adhere to a calorie deficit.

Motivation can get someone started on their fitness journey, but discipline is what sustains long-term success. Building discipline involves saying no to unhealthy choices and developing habits that align with one's health goals.

Finding the right caloric intake for weight loss is often a process of trial and error. It's essential to monitor how one feels and responds to different calorie levels, adjusting as necessary to ensure sustainable progress.

BEST MOMENTS

"Calories in, calories out, is a very simplistic way of describing a quite complex equation that is always going on. But it is absolutely 100% true."

"The perception of hunger is very different to one person to the next."

"If you don't believe that I'm someone that gets 10,000 steps a day, or hits the gym three days a week, you'll never have that six-pack."

"I like to be quite aggressive in the first two weeks. If we can get someone to lose five, six pounds in the first two or three weeks, their level of trust has just gone through the roof."

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week