Co-Founder @ The Creator Accelerator. Head of Content @ Chris Donnelly LTD. I talk about AI, Marketing & The Creator Economy

Yo,After 5+ years within the personal branding space. I've helped build and scale personal brands of all sizes from varying industries.Currently, I'm helping Chris Donnelly become the most recognised entrepreneur on the planet.2 years in, we've:- Grown on LinkedIn by 1 million followers (180k - 1.1 million)- Have achieved 400m+ views on LinkedIn - Grown on TikTok by 500,000 (200k - 750k+) - Grown on Instagram by 780,000 (0-780k+)- Have achieved 1 Bn Views across platformsAnd I'm also running the Creator Accelerator with him, so if you're looking to do something similar, join the Creator Accelerator ! Here's a bit of proof to help convince ya ;) Yinka generated over $400,000 in revenue directly attributable to LinkedIn and the TCA systems.Jeff sold $80,000 worth of his offers within the first few weeks of joining the cohort. He also generated 840 new leads and grew his profile by 273%.Christine made $52,000 in course revenue from LinkedIn in under two months, while growing from 6,000 to nearly 11,000 followers. She's now at 42,000.Jon told us he'd made "three absolutely huge sales this week for ongoing work that more than doubles my annual revenue and has easily paid for the course, many multiples of times over."Nimrita had an investor reach out after reading her content. Within three weeks of connecting, that investor wrote a cheque for 50% of her funding round.Farhoon launched a paid community and hit $10,000 MRR in just three weeks. 145 paying members with only 5 churns.Julia landed a $250,000 contract and was flown to NYC for high-value networking opportunitiesIf you want to know more... go here: https://thecreatoraccelerator.co.uk/Oh, and also I almost forgot, I do posting on LinkedIn too and have worked with some of my dream brands (woo), so if you're looking to collab, drop me a DM :DPeaceee 

Josh S.

Forget a £90,000 uni degree. 

Learn from these people instead: 

As we are now in 2026, it's time you refresh your feed! 

Here are 54 incredible creators
Who share genuinely insightful and actionable content. 

Drop them a follow here: 

Self Development:

Thomas Pearce
Dan Go
Mark Hyman, MD
Dr. Carolyn Frost
Dr. Neetu Johnson M.D.🧠🩺
Priyamvada S

Business Building:

Chris Donnelly
Matt Gray
Alex Hormozi
Leila Hormozi
Codie A. Sanchez
Dan Martell

Leadership:

Jen Blandos
Dora Vanourek
Mike Leber
Jill Avey
Eric Partaker
George Stern

Artificial Intelligence:

Greg Isenberg
Charlie Lass
Axelle Malek
Anisha Jain
Anna York
Adam Biddlecombe

Marketing:

Elfried Samba
Tom Pestridge
Timothy Armoo
Brianna Doe
Jo Bird ✨
Will McTighe

Career Progression:

Ashley Couto
Ford Coleman
Alec Rickard
Angela Lau
Natalia Cano
Linda Le🌻

📌 Reached the mention capacity
Check out the other creators I tagged in the comments !  

Now it's your turn...
Who's your fav creator on here?? 

Tag them in the comments below :) 

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Josh Sanders

This is the only cheat sheet you need for 2026... 

Here's how to steal it and achieve huge success: 

A masterclass of content from the main man Chris Donnelly 

The LinkedIn algorithm has evolved each year.

2024: The algorithm rewarded reach.
One strong post could land 1m views and 5K new followers.

2025: The game shifted.
Viral reach dipped and niche authority started winning.

2026: Growth is slower but more meaningful.
1,000 buyers > a million passive followers.

LinkedIn is still the best place to build and monetise an audience.

But the playbook has changed once again.

Here’s how to win on LinkedIn in 2026:

1. Get Clear on Your North Star

Why are you posting in the first place?
Example: More leads, higher revenue, less time spent selling.

2. Understand Your ICP

Who exactly are you here to serve?
List their biggest pain points—and how you solve them.

3. Lock In Your Content Pillars

Pick 5–7 topics you can post about often.
It sharpens your message and builds real authority.

4. Turn Your Profile Into a Sales Page

Your profile must turn views into action.
From the headline to the featured links—every detail matters.

5. Engage & Build Relationships

List 10–20 people in your niche.
Comment, support, and build real connections.

6. Map Your Content Funnel

Guide your audience from awareness to buying.

7. Generate Strong Content Ideas

→ Use tools like SayWhat to spot keyword trends
→ Track top creators for inspiration
→ Source ideas from Instagram, X, Pinterest

8. Nail the Writing & Visuals

Pair sharp scanable copy writing, 
With visuals that stop the scroll 

The most important thing is to keep adapting. 

Do not write about subjects, just to go viral...
Instead, experiment, measure and adjust the way you format. 

Because there's no point pushing water up a hill :D 

What differences have you noticed on LinekdIn in 2026? 
Let me know below ! 

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Master the Skill of Negotiation

How to Claim What You’re Worth

A hard truth about life:
Most people aren’t getting what they’re worth

The answer?
Negotiating for what you’re worth.

Those who learn to negotiate effectively:

↳ Earn more respect and recognition
↳ Secure better-paid opportunities
↳ Move forward faster in life

Start building your negotiation skills today
Download this cheatsheet now! 

Harvard's 6 Principles for Agreement:

1. Separate people from the issue
2. Focus on interests, not positions
3. Learn to manage emotions
4. Show genuine appreciation
5. Present your message positively
6. Step out of the action and reaction loop

Know which aspects of communication
To work on most:

↳ 7 percent is the words you say
↳ 38 percent is tone and pace
↳ 55 percent is body language

Identify the Zone of Possible Agreement
And start negotiating from there

Plus 6 extra tips to boost your skills! 

Remember this: 

Closed mouths rarely get fed
Ask for what you truly deserve.

What’s your number one tip for negotiating?
Share it in the comments below! 

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I joined Chris at 180k followers. We're now at 1.1 million. 

Here's the blueprint for what you need to know: 

Just comment "2026" and I'll personally send it to you ! 

These are the same foundational principles 
That in 2 years helped us: 

- Grow by 800k+ followers 
- Drive $10M revenue to our creator business 
- Help 600+ founders drive millions in revenue 
- Guide some of the fastest growing creators on the platform 
- Drive 100,000s of leads and attention to multiple businesses

It is the perfect resource for founders in 2026. 

If you're curious, here's a sneek peak: 

- The 4 post templates that consistently generate leads
- How to set your 2026 "why" and tie content to business goals
- How to find your ICP and what content actually lands with them
- The deplatforming strategy that keeps you safe from algorithm shifts
- Lead magnet to email flows that guide people towards your offer

You don't need a team or years of figuring it out.
You need the right positioning, post strategy, and engagement system.

AND when you grab The 2026 LinkedIn Bible...

You'll also get an invite to Lead Generation Live. 

Which imo will be one of the best events to join this year!  

It's a free 4-hour masterclass with some seriously respected entrepreneurs:

Daniel Priestley (Entrepreneur and author of "Key Person of Influence")
Nathan Barry (Founder of Kit)
Sara Davies MBE (Founder of Crafter's Companion and Dragon's Den investor)
Eric Partaker (CEO Coach of the Year with 1.1M LinkedIn followers)

Remember for all of this, you just have to comment "2026" 
And I'll ping you a link in the comments. 

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In 2026 LinkedIn has changed... again. 

And those who don't keep up will get left behind. 

Awesome algo summary from Chris Donnelly here 🔥

After analysing 329,504 LinkedIn posts, they've got the answers. 

(Let's face it is the closest we'll get to a generalised algo answer) 

If you want to see attention, you must know what's changed.
And LinkedIn users are craving value and substance... a lot.

Here’s how to win on LinkedIn in 2026:

1. Building a brand
2025: Go broad to grow fast.
2026: Go deep to build trust.

2. Writing hooks
2025: Contrarian for the sake of it.
2026: Proof, stories, and results win.

3. Comments that convert
2025: “More comments = better.”
2026: Comments from respected voices matter most.

4. Going viral
2025: Top 1% posts explode reach.
2026: Viral posts get 80% less reach than last year.

(But you can still grow your business and following...)

5. Carousels still crush
2025: Teach to educate.
2026: Tell stories to connect.

6. Emojis
2025: Screams AI.
2026: Used to break up heavy text 

7. Lead magnets
2025: Playbooks and PDFs.
2026: GPTs are outperforming.

8. Ending with questions
2025: Every post must end with one.
2026: Only ask if you care about the answer.

9. Video
2025: Used for reach.
2026: Best for trust and product clarity.

10. Single images
2025: Motivational fluff.
2026: Use ones that surprise or show authority.

11 Hashtags
Still useless XD

You can still grow fast on LinkedIn.
In fact, top creators are still adding 1,000+ followers per week.

But you need to play the new game.

Also if you want more depth on this, 
Chris Donnelly and Will McTighe will be running a whole webinar to show you everything. 

Sign yourself up here: https://bit.ly/4jtwmkd

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2025 LinkedIn vs 2026 LinkedIn 

95% of creators struggle to grow on LinkedIn. 

The reason? Not understanding psychology. 

After growing from 5 to 115k in 14 months. 
I've become accustomed to what works. 

Most posts don't lack the value.
But they are not written for impact. 

The truth is:

Your content is competing for attention.
And the right psychology can make all the difference.

Here’s what works:

Cut the fat → Simplicity beats complexity.
Start with the negative → Urgency makes people take notice.
Stand out with numbers → The right figures disrupt the scroll.
Sell with transformation → Show the journey, not just the result.

And that’s just the start.

There are also 12 bonus growth hacks in here.
That can help you get more engagement today.

Remember: 

You are writing for humans. 
Not for robots. 
(yet) 

What's one other psychological principle you use in your writing? 

If you're interested in learning more. 
Chris Donnelly will be covering something very similar tomorrow ! 

It's Lead Generation Live :D

4 hours with incredible guests like:

1. Eric Partaker 
2. Sara Davies MBE
3. Daniel Priestley 
4. Nathan Barry

If you're a founder, it will be one of the best things you can watch...
To drive significant traffic and leads in 2026. 

Grab your spot here: https://bit.ly/3LyY0zu

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Big personal announcement... 

I recorded my first podcast :o 

Buzzing to announce I went on The Creator Playbook by Callum Mcdonnell 

If you want to check it out, go here: https://lnkd.in/eBTGp5Fy

For those looking for a sneak peak...

Here's what I run over: 

- The Power of LinkedIn for Business Growth
- Setting Clear Goals and Content Pillars
- Optimising Your LinkedIn Profile
- Engaging with Your Network and Building Relationships
- Creating High-Impact Content
- Analysing and Adapting Content Strategies
- Leveraging Lead Magnet Posts for Engagement
- Driving Conversations and Engagement on LinkedIn
- Crafting Effective Hooks and Content Structure
- The Science Behind High-Performing LinkedIn Posts
- Tracking Performance Metrics on LinkedIn

+ much more 👀 

I've always been a big fan of the Creator Playbook interviews, 
So to come on and share my journey was awesome.

Should I do more podcasts?? 

I've been avoiding them for so long, but this was so much fun ! 

Let me know what you think down below !

Yesterday was insane... 5k+ people on call

AND some of the best entrepreneures in the world. 

If you didn't catch it, yesterday we ran our first big online event: 
Lead Generation Live. 

The goal? 
Provide as much value as physically possible to founders. 

And we had some incredible guests to help us do that, such as: 

Daniel Priestley
Nathan Barry
Sara Davies MBE
Eric Partaker

To be honest I was bricking it with this many people coming on live. 
But the team smashed it out the park and it ran so smooth :o 

(s/out Jacob H. and Megan Robinson - the best in the gameee) 

My favourite part was hearing the feedback from people. 
Some said it's been the best live webinar they've ever been to (like whatt) 

Genuinely made my week. 

We even sold all our discounted seats for The Creator Accelerator by Chris Donnelly
Which was not expected at all ! 

Due to this, we only have limited seats left for the new founders edition cohort. 

As a reminder, in the TCA you’ll learn how to:

✅ Understand how to create outsized financial return
✅ Drive business revenue and generate leads consistently
✅ Rapidly grow your audience & build systems to automate growth

It's basically everything on how we built Chris audience to 3M+, 
All whilst he ran multiple businesses, turning over $10M ARR. 

We’ll cover everything:

💡 Week 0: The big picture: mindset, leverage, systems
💡 Week 1-5: Profile optimisation, content writing/design, and using AI
💡 Week 6-10: Email, lead gen, monetisation, and social selling 
💡 Bonus modules: Video, webinars, monetising your audience at scale

And you'll get access to: 

- Live coaching 4x a week.
- Guest masterclasses 
- A thriving community
- 100+ templates
- The best tools with discounts and tutorials 
- Intimate coach-led clinics

As well as a brand new bonus stack which is: 

✅ Creator OS ($99): The system for managing your content
✅ Digital Business Blueprint ($999): 10-week program on building a high-leverage digital business with 10 modules and actionable assignments
✅ All our GPTs ($297): Every GPT we use daily
✅ Chris Coach AI ($999): An AI coach trained on all of my knowledge

If you'd like to secure your spot
Check the link below: https://bit.ly/3YsY4Uz

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I took 1 week off posting on LinkedIn 

And you'll never guess what happened... 

Nothing. Nothing Happened XD 

It's so easy to feel consistent pressure to post on here.
In fact, we deeply encourage people to post daily. 

However, it's all down to how it relates to your goals. 

If the goal is to rapidly grow and scale your brand... 
Post daily. 

For me, I want to keep up consistency throughout the year
Whilst building the best educational business possible with Chris 

This is typically very high in intensive work. 
So I need the odd week off to refresh and recover ! 

And I just came off of a promotion period for the The Creator Accelerator by Chris Donnelly 
I had worked harder than ever before. 

Here are the stats for those interested hehe

In 60 days we managed to: 

- Generate 20,000+ leads
- Rack up 10M+ Views across platforms 
- Have our largest ever online event (5,000 +) 
- Sell out the cohort with 136 incredible founders 

All whilst keeping Chris' brand integrity
And allowing consistent awareness & lead flow for Searchable

But after some sheer grinding, I needed some time off screens. 

So I went to the beautiful Slovenia with my gf Lola. 

We explored the Postojna caves, Lake Bled and Ljubljana Castle
(Whilst not dying driving on the right hand side up mountains 😂)

It was exactly what I needed. 

So if you're burning low... 
Remember you should only continue posting if it aligns with your goals. 

This is a long game people ! 

What did I miss over the last week??

In 10 days time we go live with The Creator Accelerator by Chris Donnelly

And this entirely different... 

18 months ago myself and Chris Donnelly made a critical decision. 
To show the actual methods for growing a highly profitable personal brand. 

At the time, we had grown Chris' account from 180k to 650k in just 6 months. 
And this growth drove monumental opportunity for us. 

Our goal was simple, find the formats that led to outsized distribution 
Whilst keeping positioning strong and a true founder brand. 

We also partnered with saywhat.ai ensuring that strategy was backed by data.
And LeverBrands who are always on top of what's working ! 

This resulted in: 

- Some of the fastest growing creators world wide on LinkedIn
- Millions of revenue generated
- A community of incredible people sharing wins daily (makes me so happy) 

But we've made one big change going into 2026...

We are focussing purely on founders. 
Placing all emphasis on lead generation and driving outsized business returns. 

Why? 

Reach on LinkedIn has dropped significantly. 
But it is still one of the best platforms for marketing your business 

(Through your personal brand of course). 

We've seen this primarily in the last 30 days. 
Driving 35,000+ leads with carefully designed lead magnets. 

So we've gone all in. 

We've restructured our entire educational modules. 
Included brand new ones on funnel optimisation and social selling. 

And have created our best bonus stack yet...

Those who buy this time round get access to: 

- A Free Creator OS ($99) - The system for managing your content
- A Free Digital Business Blueprint ($999) - 10 week course on how to build a digital business
- All our GPTS ($297) - All of the GPTs we use on a daily basis
- The first ever Chris Coach AI ($999) 

We start in 10 days and I am so excited ! 

There are already some incredible founders in the wait space already :) 

If you're looking to drive more attention to your business,
Secure your spot here: https://bit.ly/3YsY4Uz

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These GPTs contain 1000+ hours of LinkedIn knowledge. 

And I'm giving you them for FREE:

Comment CUSTOM, and I will personally send them all to you.

Most people use GPT as a chat bot...
But GPTs can be far more effective when it comes to: 

- Strategy
- Ideas 
- Feedback

Especially if it's had the right training 👀

Ours have been trained across 300,000+ posts across all different industries. 

They have helped us drive 100M+ views. 
And supported us driving significant revenue. 

The 4 GPTs are:

📊 The LinkedIn Algorithm Expert
💡 The Viral LinkedIn Idea Generator
🪝 The Scroll Stopping Hook Generator
💰 The High-Converting Lead Gen Generator

With all of these, you can essentially:

1. Ensure every single post is optimised for the latest algorithm updates.
2. Come up with viral post ideas in seconds. 
3. Generate hooks that stop the scroll.
4. Generate dozens of leads per post.

You basically have a full LinkedIn content team at your disposal. 

Again, I repeat, for free.

Start using them, I promise you won't regret it.

As a bonus, everyone who grabs the GPTs will get a seat for the incredible lead gen live !

Which is a 4 hour lead gen masterclass by Chris Donnelly + incredible guests! 

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Since going through The Creator Accelerator by Chris Donnelly

Michael Lovegrove made an astonishing $200,000.

And most of that came from LinkedIn.

Michael runs Snowballn', where he helps people build powerful sales engines.

He joined TCA wanting to grow on LinkedIn
But had no clear plan on how to get there.

A few weeks in, everything changed.

✅ Landed his first brand deal
✅ Scored multiple paid speaking gigs
✅ Doubled his follower count
✅ Grew his newsletter to 1,000+
✅ Launched his first digital product and started earning

But here's the real win:
He learned how to run a proper accelerator.

That alone helped him 10x the price of his own sales program.

(Always good to be used as a success story.)

Then he launched Sollo, a lead-gen CRM for solopreneurs.
Built a 100-person waitlist before it even went live.

And all of it?
Driven by his LinkedIn content and email list.

In Michael’s words:
"This is far more than just a LinkedIn course. It's probably the best investment you can make outside of starting your own business."

And this means a lot because it's exactly what we aim for. 

The TCA is about building a content-led business that runs across platforms
And brings in real, long-term revenue.

Michael didn’t just learn how to post better.
He learned how to turn attention into income.

If you're a founder who wants to use LinkedIn as a growth engine,
Cohort 6 starts in just ONE DAY. 

We are down to the last few seats now. 
So if you’re serious, now’s the time to act.

600+ people have already built thriving businesses from what we teach.
This could be the moment things shift for you in 2026.

Secure your spot hereee: https://bit.ly/3YsY4Uz

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300km ran in 30 days, with £1285 raised! 

The end of 2025 was brutal... 

But it changed my mind on one main thing. 
That relates to a lot of areas in life. 

There mental barriers we attach to ourselves on a faily basis. 
Are often compeltely wrong. 

When I first started this challenge, I wasn't sure if it was possible for me. 
I was frightened of injuries as I'd never ran a back to back 10k. 

But I knew deep down I had to finish it. 

So I prioritied mobility and simply put the reps in. 
And surprisingly my body adapted (even got a PB on the last day) 

So now my goal for 2026? 
Really question if that barrier I've built up is actually there. 

You are often capable of so much more than you think ! 

So next time you're: 

- Doubting your beliefs on a project 
- Worried to apply for a job your not as qulaified for
- Holding off starting that business you've always wanted
 
I encourage you to truly question of that belief of:
"I'm not good enough". 

Because most of the time, that's the thing that stops people. 

Happy new year legends !

Very excited for the year ahead :)

We've helped 100s of founders make millions in TCA.

This is exactly what to expect from the program: 

Cohort 6 officially starts in just 2 days, 
And the response has blown us away. 

We’ve already helped over 600+ people across 5 cohorts, 
And have over 100 on board for TCA 6. 

If you’ve been wavering, this is your sign to act. 

In the 10-week program, you’ll learn how to:

✅ Rapidly grow your audience & build systems to automate growth
✅ Drive business revenue and generate leads consistently
✅ Understand how to create outsized financial return

It’s the exact system we used to scale Chris audience to 3M+, 
All whilst running multiple businesses, turning over $10M ARR. 

We’ll cover everything:

💡 Week 0: The big picture: mindset, leverage, systems
💡 Week 1-5: Profile optimisation, content writing/design, and using AI
💡 Week 6-10: Email, lead gen, monetisation, and social selling 
💡 Bonus modules: Video, webinars, monetising your audience at scale

And you'll get access to: 

- Live coaching 4x a week.
- Guest masterclasses 
- A thriving community
- 100+ templates
- The best tools with discounts and tutorials 
- Intimate coach-led clinics

+ a whole lot more ! 

I could go on and on about how valuable this program is, 
But I think it's better if you hear it from the alumni themselves. 

The carousel is packed with feedback and testimonials, 
But you can also reach out to our students with questions ! 

When it comes to cost, this is not a casual commitment. 
You get what you pay for, and we're delivering real value here. 

The investment from your side is: 

A $5,850 one-time payment

OR 

3 monthly payments of $2,166.67 

It's an investment, but one that will hold you accountable. 
Plus, we can't reasonably offer this much value at a lower price. 

You'll have live webinars with some of the world's top entrepreneurs, 
And learn a system that can literally earn you millions in revenue. 

(If you ask our students, I think they'll agree it's worth it.)  

TCA has been such an important part of our lives in the last year. 
But it didn't turn out exactly as we expected... 

We assumed the knowledge would be the most important part. 

But it’s become a community that holds each other to a high standard, 
And pushes each other to build and learn at a rigorous pace. 

And, because everyone is bringing their A-game, 
We see business partnerships and friendships form in every cohort. 

Building a personal brand is the best source of leverage for any founder. 

But it's the network you'll have access to that will be life-changing. 

If you're a founder who's ready to transform your life for good...
We go live in just 2 days (January 19). 

We've never had a cohort fill up this fast, so I advise you to act quickly. 

Apply now before it’s too late 👇

https://bit.ly/3YsY4Uz

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What you'll learn in TCA 6 - Chris Donnelly

Just weeks into joining The Creator Accelerator by Chris Donnelly...

Hayden Swerling closed a £165K consulting deal.

So many creators give up way too soon.
They post without direction, then quit when the likes don’t land.

Hayden did the opposite... and it worked.
(Feel free to message him yourself.)

🎨 He shared value-packed content (great writing + design)
✍️ Tailored every post with his ideal client in mind
📈 Fine-tuned everything for max visibility

And the payoff?

✅ 87% growth in 10 weeks
✅ £165,000 consulting deal signed
✅ 5 sponsored content pieces with an HR firm

This is what we teach inside The Creator Accelerator:

– How to write content that attracts high-ticket leads
– How to build a brand that pulls clients in daily
– How to streamline your content with smart systems

Cohort 6 kicks off in 4 days!! 
And this is the final chance to jump in.

We’ve already got 80+ brilliant founders onboard
Working through the pre-cohort materials right now.

But let’s be clear: this isn’t a plug-and-play solution.
It’s built for founders who aren’t afraid of putting in the work.

You’ll be pushed.
It’ll challenge you massively.

But if you show up like Hayden did,
This is the kind of outcome you can expect.

And the community inside will raise your game as well ! 

For those who join this week, we’ve added our best early bonus stack yet:

✅ Creator OS ($99): The full content management system
✅ Digital Business Blueprint ($999): Our flagship 10-week business builder
✅ All our GPTs ($297): Every GPT we use daily
✅ Chris Coach AI ($999): AI mentor trained on my own knowledge

All completely free...

That’s over $2,500 of extra resources, just for early action takers.

This is the 6th time we’re running this.
And it’s shaping up to be the most popular cohort so far.

If you want in secure your place: https://bit.ly/3YsY4Uz

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Entrepreneur & Advisor | On a mission to accelerate people's lives and business growth.

Hey 👋- I'm Jonny Tooze, a UK-based Entrepreneur focused on digital technology, AI, and helping professionals grow on LinkedIn.

I founded my first company as a teenager, spent my early twenties in boardrooms with VCs and global corporates, and went on to build and scale a large independent agency group (LAB) to over 100 people and £7.5m in revenue. Along the way I founded, acquired, or advised multiple businesses across technology, digital, creative, strategy, and marketing, working with global brands as well as ambitious founder-led teams.

That background still defines how I work today.

I’m an entrepreneur, chairman, and operator who helps leadership teams make better decisions as their organisations scale. Sometimes that’s at board level. Sometimes it’s hands-on. Always it’s about clarity, systems, and removing unnecessary dependency on the founder.

My current work spans a small number of focused roles:

At ENDGAME, I’m deeply involved in building and running a cohort model focused on AI-native ways of working. My role sits at the intersection of leadership, delivery, and positioning - translating technical capability into outcomes leaders actually care about, and shaping how AI becomes an operating advantage rather than a talking point. Check it out here: https://end.game/cohort/ or DM me for more information.

I’m Chair of Hewitt Matthews Group, working with the leadership team on growth, structure, and long-term direction across the group. Check them out here: https://hewittmatthews.group/

I’m an Advisor and Shareholder of Sugar Creative, supporting the business at board level as it delivers wonder to the world through AR and VR. Check them out here: https://sugar.agency/

Alongside this, I continue to build and explore new ventures.

Across everything, the throughline is the same: leadership, judgement, and leverage. Helping businesses move from intensity to intent. From personality-led to system-led. From busy to effective.

This feed is where I share my motivation, wisdom, and observations from that work - what I’m seeing, what I’m learning, and what holds up when theory meets reality.

Outside of work, I’m a husband and father of three. I train, read, sail when I can, and spend as much time as possible on the Isle of Wight.

Jonny Tooze

The energy you bring changes everything.

I love this perspective.

It’s easy to think that success is about finding the perfect environment. But true success is about being the person who improves the environment they are in.

My goal this year is simple: To add value to every room I walk into and every team I work with.

Don’t wait for the conditions to get better. Be the reason they do.

I stand by that.

Follow Jonny Tooze for more posts like this.

Entrepreneur, strategist, and architect of modern businesses

We need to stop thinking of AI as just a chatbot. In reality, AI applies to five completely different layers of your P&L. 

Here is the non-technical breakdown for leaders: 

Level 1: Prediction Using data to guess the future. Use case: Predicting cash flow and inventory needs so you don't burn cash. 

Level 2: Perception Processing the physical world. Use case: Digitizing paper invoices or transcribing client calls automatically. 

Level 3: Creation Generating net-new assets. Use case: 80% of your internal comms, drafting, and content creation. 

Level 4: Task Execution Connecting the dots between apps. Use case: Your AI doesn't just write the email, it sends it, books the meeting, and updates the calendar. 

Level 5: Business Autonomy The Holy Grail. Systems that improve themselves. Use case: AI that identifies a bug in your product and writes the code to fix it. 

The Bottom Line: 
Levels 1-3 help you work faster. 
Levels 4-5 help you work less. 

If you are only focused on GenAI (Level 3), you are leaving the biggest efficiency gains on the table. 

Time to level up. ——————————————————————————————————- 
Follow ENDGAME if you care about faster delivery, higher adoption, and measurable returns from AI – not dashboards full of vanity metrics. 

Thanks to Alex Barády for the spark behind this one. 

Follow Jonny Tooze for more straight-talk on AI, product, and delivery.

It’s easy to point fingers from the back of the crowd. It takes real courage to walk up to the front and offer a hand. Stand apart.

It’s easy to point fingers from the back of the crowd. 

The Crowd Loves to Talk.  

It’s easy to point fingers from the safety of the crowd. 
It feels safe to judge. 
It costs nothing to gossip. 

That’s why those lines are packed. 

But look to the right. 

It takes courage to step away from the noise and simply offer a hand. 
It might feel lonely in that last line, but that is the only place where it matters most. 

The world has more than enough critics. 
Be the one who shows up.

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Most companies are stuck at "Level 2" of AI adoption.  

We talk a lot about AI replacing developers. 
But if you look at the skills required today, the bar has actually gone up, not down. 

We’ve mapped out the 15-step progression from "Playing with AI" to "Engineering with Agents."

(See the roadmap below)  
Here is how to read this for your organization: 

Level 1: 
Vibe-Coding (The Prototypers) • What it is: Using natural language to build apps fast (Replit, Lovable). • The Business Value: Speed. This is for testing ideas, building MVPs, and validating concepts before spending real money. • The Limit: It breaks when things get complex. 

Level 2: 
AI-Assisted (The Optimizers) • What it is: Using Copilot or Cursor to speed up standard coding. • The Business Value: Efficiency. Your senior devs should be here. If they aren't using "Context Engineering" or "Multi-file awareness," they are working too slow. 

Level 3: 
Agentic Coding (The Architects) • What it is: The frontier. Managing teams of autonomous agents (Devin, Claude Code) to execute complex tasks. • The Business Value: Scale. This isn't writing code; this is orchestrating systems. 

The Leadership Takeaway: 
Don't just buy the tools and hope for magic. 
Look at the green section (Level 3). 
Does your Lead Engineer know how to handle "Multi-Agent Orchestration" or "Drift Recovery"? 

If not, that is your training roadmap for 2025. ___________________________________________________ 
Thanks to Alex Barády for the inspiration for this post. 

Follow ENDGAME to accelerate how to use AI in your organisations. 

Follow Jonny Tooze for more insights on AI.

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