COO @ Kurogo | We Create Thought Leaders Through Personal Branding | x2 TEDx speaker | Advisor, Investor & NED | Law Graduate | I talk about entrepreneurship, agency life and grief

Hey, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters.

For the last 4 years, I helped scale Kurogo, one of the leading personal branding agencies, as Chief Operating Officer, partnering with 300+ world-class founders, CEOs, C-Suite Execs and public figures to grow their influence and impact. I joined in September '21 and within 4 years, we scaled to a 7-figure business, with a global, remote team of 20+. We had clients across the UK, Europe, USA and MENA regions.

I have 5+ years' experience as a Non-Executive Director, particularly within the non-profit and social impact sector. At present, I continue to serve as:

- Vice Chair & Non-Executive Director, Child Action Northwest
- Non-Executive Director, Spring North

Currently, I’m travelling and building quietly behind the scenes - creating space to explore what’s next.

Lewis Alexander Baxter

Five months ago, I went all in on myself.

This is the honest version of what that's looked like.

A recap of '26 so far (can't believe it's nearly mid-March):

Let me rewind:👇 

In mid-October, I left my full-time COO role after four years in agency life. We scaled to 7 figures, hired 25+ brilliant people.

I gave it everything. And I learned more than I could have imagined.

60 to 70-hour weeks, consistently. 

What a ride.

But somewhere along the way, I wanted something different. More control over my time. More freedom to build my own things. Work that fits around life rather than consuming it.

So I left.

Travelled. Australia, Fiji, Bali, New Zealand. A proper reset.

Landed back in London mid-December and hit the ground running. Picked up my first few clients, working with agency founders as a fractional COO and ops consultant.


January and February:👇 

My first working week of 2026, my grandad died.

It wasn't the January I'd hoped for.

Work took a back seat (and rightly so!)

Early February, I moved back to London properly. Got back into a rhythm and slowly things started moving again.

Now at 8 clients, up from 3 in mid-December. Starting a 9th this week (a cool agency in Slovenia!). 

In the last couple of months I've worked with founders scaling to £10k per month, helped one agency go from £30k to £45k per month in under three months, and I'm deep in the weeds on a 'road to £1 million ARR plan' with another.

The honest version of why I started this was never just money. 

It was about building work around life, not the other way around. 

More freedom. 
More travel. 
More saying 'yes' to what matters. 

Space to build something of my own. And eventually, time to give back to charities and social impact organisations too.

I probably undersold myself on what was possible.

The consultancy is growing fast, hitting numbers I'm proud of (but the bigger win is that it's on my terms!)


What's next:👇 

In a few months, I've grown a business with a lot of moving parts.

So I made my first hire. Two days a week. Supporting on my content systems, lead gen, and being an extra brain.

Next, I'll build out a network of partners. 

(Part-time, full-time, or specialist experts in specific tools and ops challenges, so clients get the right person for the right problem!)

Because the goal was never to build myself another job. It was to build something sustainable and intentionally designed.

Oh, I'm also building an agency in a space I genuinely love, alongside a co-founder. 

(more on this soon 👀 )

It's been a difficult few months in some ways. A genuinely exciting few months in others.

I'm learning to hold both.

March will be a BIG one. 🚀

The last Mother's Day card I bought was 2020.

My mum died that July.

Yesterday was hard. 

Five years on, it still is.

It doesn’t get easier. You just learn how to carry it.

One of the first things I did yesterday was message two friends who’ve also lost their mums. 

One is around my age. One is about 30 years older than me.

Both came back with the same thing: it’s always one of the worst days of the year.

Not comfort, exactly. More recognition. The knowledge that what you’re feeling isn’t strange. It just is what it is.

Milestone days have their own weight.

Mother’s Day. 
Anniversaries.
Birthdays. 

The dates that arrive (whether you’re ready for them or not!)

The people who’ve been through it are the ones who don’t need it explained.

But here’s the part I keep thinking about:

A close friend of mine, someone who still has his mum, messaged to ask if I wanted company. 

We went for coffee and dinner.

He didn’t try to 'fix' anything. He just showed up.

And I think that’s one of the things loss makes you notice.

You notice who understands without needing to be asked. And you notice those who show up anyway, even when they don’t fully understand.

Both matter more than people realise.

I’ve always tried to be forward-looking about grief. Not because the hard days go away.

They don’t.

But difficult days are still survivable. And the people around you make them that way.

If yesterday felt heavy for you too, you’re not the only one.

And if someone in your life is carrying it today, you don’t need the right words.

You just need to show up.

I've started being more intentional with my weeks. Here's what that looks like for me:

(w/c 23rd Feb edition)

It's my third week back in London. Starting to find my rhythm.

My plan:👇 

- 4 discovery calls for my operations consultancy 
- A full day in Leeds on Wednesday with a new client 
- 2 coffees (making more time for IRL this year) 
- Co-working with aryan on Thursday
- I'm a guest on Sarah's podcast on Friday

Oh, and I'm building a business in an industry I love. The branding and naming kicks off this week. More on that soon.

My non-negotiables:👇 

- Gym x3 
- Clean eating all week 
- Saturday is mine - Reading v Bradford City (my flatmate's a Bradford fan). Then a (brief) visit to the pub.

--

Accountability is easier when you say it out loud. 

Consider this me saying it out loud. 

Curious, what does your week look like? Do you have any non-negotiables? 

--

PS. hi, I'm Lewis! 👋 I share reflections on business, life and travel. Right now, I'm on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that actually matters.

Tonight I'm locking my phone in a box. 📱 

Literally.

I'm heading to a dinner in Soho.

14 founders, early-stage and exited, coming together for an evening of honest conversation and proper connection.

No phones in sight. Everyone fully present.

We don't do it enough.

So, go on. Put the phone down. Even just for a few hours.

You might be surprised what happens when you do.

--

PS. Can't wait for another YES Club event. I've spoke about how awesome these IRL events are and tonight will be no exception. Arthur is the brains behind it. 🙌  

Look forward to catching up with Louis and Samuel too.

“So, what do you do?” 

It's one of the most common questions in the world.

And for a growing number of people, one of the most reductive.

Last Thursday, I went to Charlie Rogers’ launch for his debut book: 

undefinable life design.

I stayed for ~4 hours.

And, you know what really stood out to me? 

Who Charlie brought together under one roof.

Around 60 people, brilliant minds, and real warmth. Genuine conversations - that remind you life and work can be bigger than one label.

That’s why Charlie’s core premise lands so well.

For me, this looks like:

Agency operator.
Business owner.
Charity trustee.
NED. 
Friend.
Son.

All true.

None of them are the full picture on their own.

Charlie and I had known of each other for years, but we probably connected properly last summer. 

I first saw him in action at Life Design Day in September...

(where I spent the day thinking more honestly about what I actually wanted from life and career!)

By that point, I’d already handed in my notice from a 4-year full-time COO role.

Not long after, I went off on a 9-week trip across Australia, Fiji, Bali and New Zealand.

Since then, I’ve thought a lot about something Charlie and I have spoken about at length:

That the 'portfolio career' is not a fallback.

It’s a deliberate architecture.

Multiple income streams.
Multiple interests.
Multiple contributions.

Held together by a common thread.

Most people make life fit around work (without even noticing they’re doing it!).

The more deliberate alternative is to decide what you want your life to look like first, then build work that funds and fits that.

I’m still very much on that journey. But I believe that more as every month passes.

Charlie, congratulations! It was a brilliant book launch, a brilliant room, and a brilliant reminder that we do not have to be defined by one title, one employer or one path.

--

If you’re looking to intentionally design your work around your life, drop a comment below and I’ll pick someone to send a free copy to.👇 

P.S. Fancy buying a copy? Link in comments!

5 agency & creator-led marketing opportunities YOU can apply for this weekend:👇

—

1/ Email Marketing Copywriter
act Copywriting Ltd
Salary: £34K (+ bonuses)
Location: Remote (UK only)

act Copywriting specialise in email marketing and sales page copy for B2B coaches, consultants and course creators. You’ll be writing emails people actually open and read. Funny, sharp, conversion-focused copy that makes clients money. You’ll work closely with the founder and Head of Strategy, with real responsibility early on.

—

2/ Content Lead
Compound Content Studio
Salary: $95K -$105K
Location: Full-time, remote

Compound Content Studio is a B2B SaaS content agency working with technology companies on founder-led growth. You’ll lead written content across LinkedIn and newsletters, interview founders and execs, edit ghostwritten thought leadership, coach junior writers, and own quality end-to-end.

--

3/ Senior Video Editor
Chris Donnelly Ltd
Salary: £55K (+ bonus) (OTE £71.5K - £77K)
Location: London Bridge (Hybrid)

Chris Donnelly has built four businesses before 35, scaled to eight figures, and grown 3M+ social followers. Now he's building the most practical high-performance business YouTube channel ever. You'll own the full video production system - long-form YouTube, Shorts, Instagram content, and thumbnails. Be accountable for retention, performance, and quality while building scalable workflows. 

--

4/ SEO & Content Executive
Cedarwood Digital
Salary: ~£26K
Location: Manchester (Hybrid)

Cedarwood Digital is a digital marketing and PR agency based in Manchester. You’ll write SEO-led content, support strategy, manage client communication and gradually build deeper technical SEO skills. A great role for someone early in their SEO career who enjoys writing and wants to get closer to how search and performance actually work.

--

5/ Campaign Manager
The Goat Agency
Salary: £35K
Location: London (Hybrid)

Goat is a global influencer marketing agency working with brands across multiple markets. You’ll manage campaigns end-to-end. From influencer selection and briefing through to delivery, optimisation and reporting. This role suits someone organised, calm under pressure, and comfortable coordinating across clients, creators and internal teams.

--

Every week, I share cool opportunities at marketing agencies and creator-led businesses. All were posted recently. Salaries included.

♻️ Repost to share these opportunities with your network.

The best things I've built didn't happen at my desk.

These are my (unstructured) thoughts on why.

There's something about a conversation over coffee that no Google Meet or Zoom call can replicate. The energy shifts when you're sat across from someone. You pick up on things you'd never catch on a screen. Body language, energy, the natural flow of a conversation.

I think we've accepted a diluted version of human connection and called it 'efficiency'.

As someone building businesses, it's easy to fall into the trap of locking yourself away. Head down, door shut, grinding through the to-do list.  

I've been there.

In my final year of university I was juggling a full-time COO role and my law degree. 16 to 18 hour days were just the reality. When you're in the trenches of scaling a 7-figure bootstrapped business, sometimes that's what it takes.

I'm not glorifying that. But those years taught me something important. 

The real breakthroughs - the ideas that actually moved things forward, the relationships that opened doors - rarely came from being sat at my desk. They came from being in an actual (not virtual) room with someone. From conversations that started as a catch-up and turned into something neither person expected.

Harvard Business Review found that 95% of people say face-to-face meetings are essential to building long-term relationships. 

I'd go further: they're essential to building anything worth building.

Today I worked from a coffee shop in West London, had a meeting with two incredibly sharp guys who are building something exciting (in stealth right now, so I'll leave it there), then moved to a hotel lobby for the afternoon. Different environments, different quality of thinking.

That last part matters more than people realise. Where you work shapes how you work. The coffee shop gives you one kind of energy. The hotel lobby gives you another. Your desk at home gives you another. None of them are wrong - but treating one as the default for everything is.

This is all part of something I'm trying to be much more intentional about. 

Building work around life, not the other way round. Protecting the things that matter - the conversations, the experiences, the moments of genuine human connection - and fitting the work around them. Not the reverse.

It's a different way of thinking about productivity. And I think it's a better one.

This won't look the same for everyone. Not everyone works well in a coffee shop, and that's fine. But getting out from behind a screen and meeting people in person? That part's universal. You'll thank yourself for it.

If you fancy grabbing a coffee, in London or elsewhere, lmk! 🤝 

--

PS. hi, I'm Lewis! 👋 I share reflections on business, life and travel. Right now, I'm on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that actually matters.

KSI just bought a 20% stake in a sixth-tier football club. 

The strategy behind it is worth paying attention to.

He's now a shareholder and strategic partner at Dagenham & Redbridge FC.

It's one of the more interesting moves in football right now.

Here's why I think this matters (for KSI, and for Dagenham):👇 

1/ KSI brings a distribution network most Premier League clubs would envy.

17 million YouTube subscribers. 
A music career. 
A boxing empire. 

He's has spent 15 years building audiences and converting attention into commercial value. Lower league football is desperate for new revenue models.

A creator-owner who knows how to monetise attention unlocks things a traditional investor with deep pockets simply can't.


2/ This isn't his first move in football...

KSI has been president of Baller League UK since its launch in 2025. 

He's already been learning the football business from the inside. 

Buying a stake in a club like Dagenham is the next logical step.

That context matters. 

The club aren't getting a celebrity who turns up for photos. They're getting someone who's been in the space for years now. 


3/ Dagenham has something money can't buy: community loyalty.

Football has something almost impossible to manufacture:

Genuine local belonging. 

In February, Happy Fan Group completed its takeover of the club. 

John Grabowski, who leads the investment group, said the partnership is "a clear statement of our intent" to build a club relevant to both its local community and a global audience. 

That dual positioning is where the real opportunity lives. KSI knows how to serve both. Local clubs at this level rarely get that combination. 

--

KSI said he wants to take the Daggers to the Premier League

(that's a bold claim for a side currently five points off the National League South play-off spots!)

The Wrexham comparisons are already coming. But KSI isn't Reynolds or Mac

And that's the point.

Taking a sixth-tier club to the Premier League is a long shot.

What KSI is doing at Dagenham is worth paying attention to regardless of where they finish.

-- 

♻️ Repost if you found this valuable. 

PS. Hey, I'm Lewis! 👋 Fractional COO by trade. Curious about where business, culture and sport are colliding. Follow if that's your thing...

5 agency marketing opportunities YOU can apply for this weekend:👇

--

1/ Senior Social Media Executive
Plus 1 Communications
Salary: £31K - £35K
Location: Windsor / Hybrid

Plus 1 Communications is hiring a data-focused Senior Social Media Executive to own campaigns across paid and organic channels. You’ll work across ideation, scripting, production, amplification and reporting, with a strong emphasis on KPIs, testing and ROI. A strong role for someone who wants real ownership over both creative output and measurable growth.

--

2/ Paid Social Executive
The Good Marketer
Salary: £31K - £35K (DOE)
Location: London / Remote options

The Good Marketer is a growing digital agency hiring for its performance team. You’ll be hands-on with paid social delivery across Meta, TikTok and LinkedIn, working across varied client accounts and helping drive results for SMEs. A strong role for someone early in paid media who wants real responsibility inside an agency environment.

--

3/ Marketing Manager
Chris Donnelly Ltd
Salary: £35K - £40K
Location: London Bridge / Hybrid

Chris Donnelly Ltd is hiring a Marketing Manager to support The Creator Accelerator, a creator-led business helping founders build personal brands that drive leads, revenue and opportunities. You’d be working across lead generation, email, landing pages and webinar content. A strong fit for someone who wants a commercially focused marketing role close to creator-led growth and direct response.

--

4/ Creative Strategist
MHI Media
Salary: £45K + performance-related bonuses
Location: Remote (UK timezone overlap required)

MHI Media is hiring a Creative Strategist inside a performance marketing agency focused on scaling DTC brands. You’d be owning creative strategy across paid social accounts, turning performance data into stronger briefs, hooks and concepts that actually convert. A strong fit for someone who understands paid social creative and wants to sit close to both strategy and commercial results.

--

5/ Social Media Executive
Cowshed Collective
Salary: £32K - £35K
Location: Greater London

Cowshed Collective is hiring a Social Media Executive inside a business built around entertainment, creators and social-first content. You’d be helping shape channel output in a culturally connected environment, working close to brands, creators and media-led ideas. A strong fit for someone who wants a social role with sharper creative energy and more relevance to where culture is actually moving.

--

Every week, I share fresh opportunities at marketing agencies and creator-led businesses, all posted in the last 7 days. Salaries included.

🔗 Links to every role in my comments!

--

♻️ REPOST to share these opportunities with your network. 
✉️ SHARE this post with a friend looking for a new role.

Formula 1 had the best racing in the world. 

But, fans just couldn't connect with the sport, the drivers or the story behind it.

For many of us, F1 felt inaccessible. And commercially it was paying the price. 

Drive to Survive changed that.

Before the series landed, F1 didn't fully recognise the extent to this problem. 

The racing was spectacular. But emotionally? It felt out of touch. Drivers said the right things in press conferences. PR teams carefully controlled what got out. The paddock felt like it belonged to a different world.

Then Netflix put cameras in the middle of it.

Three things happened that are worth paying attention to - as a fan, and as anyone working in sport, content, or brand.👇 

--

1/ The paddock stopped feeling like a closed world

Suddenly it felt accessible. 

Fans were seeing what happened after a retirement, after a race win, in the conversations that never made it to broadcast. 

Connecting with drivers as actual people. That connection turned passive viewers into properly invested fans.

True fan engagement. 

(Season 7 of Drive to Survive remains the most-watched sports documentary on Netflix, with 10.4 million views)


2/ A new audience found the sport and actually stayed

F1's social following exploded. A new generation of supporters - many of them younger, many of them women, a huge number of them in the United States - found the sport through the documentary and stayed for the racing. 

The average age of the F1 fan dropped noticeably. 

The sport stopped being a largely European institution and started feeling genuinely global.


3/ The commercial story rewrote itself entirely

Sponsors follow attention. And Drive to Survive created attention in markets F1 had struggled to crack for years. Las Vegas got a race. Miami got a race. 

Oracle signed as Red Bull's title sponsor. LVMH committed to a 10-year global partnership with the sport. 

ESPN's average US viewership grew from around 547,000 in 2018 to over 1.2 million by 2022, and F1 used that momentum to renegotiate broadcast deals from a position of actual strength.

A sport that had plateaued commercially found a completely new gear.

--

The new series drops on the 27th.

What Netflix proved here goes well beyond F1. 

Audiences don't need stories to be manufactured. They need access. Genuine access to the people behind elite performance.

Give people a way in. The rest takes care of itself.

PS. Who has watched Drive to Survive? And who's ready for the new series?

Everyone talks about product-market fit like it’s a lightbulb moment.

“We found it. Here’s how.”

But that’s hindsight talking.

The people I love following on LinkedIn are the ones in the thick of it. Sharing lessons live. Not polished retrospectives once the hard work is done.

The reality? Most of the interesting work (ie. the messy, uncomfortable, expensive work) happens before you find the fit. And not many people post about that part.

Right now I’m building a few businesses simultaneously. An operations/fractional COO consultancy, an agency within the sports space, and FUNC - an online health store. 

All at different stages. All still finding their footing in some areas.

And honestly? That’s the part I want to talk about more.

Because the gap between what you think the market wants and what people will actually pay for, consistently, is where most businesses get stuck. 

Agencies, B2B services, physical products. It doesn’t matter the model. The challenge is the same.

A few things I keep coming back to:👇

1/ Validation ≠ revenue:

Someone saying “that sounds amazing” is not the same as them buying. Enthusiasm is easy. Commitment costs something. 


2/ The model matters as much as the offer: 

You can have the right product or service with completely the wrong commercial structure. Retainer, project, subscription, one-time purchase - each one attracts a different buyer and builds a different business.


3/ Distribution is underrated: 

You can have the right offer at the right price and still struggle if you’re reaching the wrong people. How you get in front of buyers matters as much as what you’re selling.


4/ Iteration > perfection:

Waiting until the offer feels fully formed before putting it out there is how you spend months optimising something the market doesn’t actually want.


Still figuring it out. Still adjusting.

But I think there’s more value in documenting the journey than waiting until I’ve “cracked it” to share anything.

Who else is in the thick of it right now?

Joe M-C 🧘‍♂️

I help creators activate flow state to build a fulfilling life & business (with minimal stress or effort)

If you're an Entrepreneur drowning in marketing tactics that drain your bank account with nothing to show for it, this'll be the most exciting message you'll ever read...

Hi, I'm Joe M-C, Founder of Creator Funnels.

After generating over $10,000,000 for clients using lead magnets, I've distilled everything into a dead-simple system that's changing how Entrepreneurs:

- Attract high-ticket clients
- Build an engaged email list 
- Scale with predictable systems

Creator Funnels is the world's first AI-Powered SaaS specifically built to launch lead magnet funnels

Without the need to hire expensive agencies or learn complex marketing systems that take years to master.

But all of this is meaningless without YOU actually trying it yourself…

So if you want to test-drive Creator Funnels, DM me saying 'FUNNEL' and I'll see if you're a fit. :) 

Your friend,
Joe M-C 🧙‍♂️

P.S Here are some recent results from Creator Funnels:

- Client booked 83 calls in 4 weeks after launching
- Another went from 9 calls in 8 months to 30 in just 2 week
- Recently generated over £27,000 for a client in just 4 weeks

What will Creator Funnels do for your business?

Paid Media Lead Generation Specialist

Joe M-C 🧙

48 hours ago, I put my stuff into storage & boarded a 1-way flight to America so I can live out in the woods by a mediation centre. Here’s why:

A bit of a different post today…

London has given me everything:

 • Internet strangers I now consider my best friends
 • Getting to build funnels for my favourite creators
 • Pretty much unlimited business opportunities

And I’m BEYOND grateful for all of that.

But there’s a few things it hasn’t given me:

 • A deeper sense of community
 • A place I TRULY feel accepted as myself
 • The opportunity to grow as a human being

So I pushed the big red button.

Burned all the boats, fresh start.

I’m terrified, excited, and anxious about this all. But I truly can’t wait to see what unfolds as I’m sure whatever happens will be exactly what I need.

Look forward to sharing more about what comes up.

Happy Sunday. ♥️

Launch your 1st (profitable) funnel with AI

12 days ago, I left London after 3.5 years building a life there to move out to the woods, meditate, & lock in. Here’s how it’s going…

There have been lots of ups and downs.

In the last 12 days alone we:

 • Closed ~£25,500 in new contracts
 • Collected ~£14,000 in cash (yay)
 • Signed some dream clients

Butttttt, if I’m 100% honest:

 • I’m questioning myself daily
 • I feel extremely isolated & alone
 • I am really missing a lot of people

With that said, growth is uncomfortable.

I still back my decision to the moon and it’s also cool to see how much the business grows when I have no choice but to just lock in and do the work.

But I defo have a deeper appreciation for the small things.

Appreciate all the support and kind messages from my 1st post announcing this decision, I guess this platform isn’t just AI comments & agency bro’s.

Much love. <3

Unpopular Opinion: If you’re broke, hungry, & want clients STOP posting, engaging, and flapping around on LinkedIn, do THIS instead:

(Just speaking from my XP BTW.)

All the LinkedIn Geniuses on here will tell u something like “post every day for a month and ur life and biz will change forevs”. I’m saying RN I think this is cap.

If you're trying to grow fast, just do this:

 • Pick an avatar THAT HAS $$$
 • Find a narrow, painful problem they have
 • Offer to solve it for 3 people for FREE (or %)

Then once you can get results, do this:

 • Ask to use the results, as a case study
 • Ask for an introduction to people in their network
 • Ask now the free trial period is over, if they want to pay you

I see SOOOO many people see LinkedIn and go:

 • If I post and grow my brand
 • I’ll get loads of inbound leads
 • And then I will hit £10k/mo

I’m sorry my dood but it really doesn’t run like that.

Yes, I got some early and fast success here.

BUTTTT, the only post out of my first 50 odd that ACTUALLY landed me clients (3 to be exact) was talking about an impressive method I created.

It wasn’t posting:

 • Top 10 tips for X
 • 7 mistakes for Y
 • How to do Z

I wasted months doing that stuff and made no $$$.

Go collect proof. Develop a method. Then post.

Change my mind. :)

— — —

P.S if you wanna know how i signed my first 4 clients WITHOUT posting, then you’ll love my FREE resource ‘The Loom Method’

It’s 100% free but will make you $$$:

Grab it here b4 I charge $997 for it:

https://lnkd.in/eta4sgBi

Drop a comment if you’ve been using it. :)

2 weeks ago, I signed a 10M+ Followers Creators brand that I have admired for YEARS… And I did it doing something most LinkedIn Gurus SH*T on:

How many times do you see someone say:

 • “We did it WITHOUT expensive ads.”
 • “No paid ads. No budget. Just organic.”
 • “ZERO ad spend. Just 100% content.”

And props to all you guys who spend 2-3 hours a day writing content, engaging, praying that top 1% clients see ur stuff and message you.

Yes it works, but not my style.

I’m WAYYY more into building leverage. :)

Best way I know to do that? Run. f*cking. Ads.

And about 10 months ago, the Marketing Director of one of the most recognised UK Entrepreneurs saw my ad, clicked it, & bought my product.

We became friends!

He built my funnels into the Creators busines… And guess what? They worked. Pretty damn well in fact. And so guess what happened next?

They are looking to scale, and need an operator.

So they reach out to me. :)

Moral of the story?

YES! Organic growth is awesome and you should 100% post content. But if you are good at your stuff, and confident in getting results then RUN ADS.

It signals to potential clients:

 • You are willing to bet on yourself
 • You likely have a proven system
 • You are actively looking to grow

Not a bad outcome IMO…

Drop any Qs on ads you have & I’ll answer!

My client just made €20k in 7 days.

I am obsessed with her strategy:

Her giveaway post got decent engagement.

Nothing toooo crazy….

But she did one thing before she hit publish that most people never think to do.

She asked her existing clients to post about it too.

That's literally it.

Here's how it worked:

She wrote a handraiser post about her free resource.

Before posting, she reached out to her clients with a simple message:

"Hey, I'm launching a free resource this week. Would you be open to sharing it? I've written a post you can copy-paste."

She coordinated everyone to post within the same 48-hour window.

The result?

 • 47 calls booked
 • €20k in revenue
 • In a single week

Here's why this works so well:

Her clients had their own audiences.

Audiences who already trusted THEM.

And when someone you trust says:

"this person is the real deal"?

You listen.

But here's the sneaky bit…

When multiple people are posting about you at the same time, something psychological happens to the people seeing it.

They start thinking:

"Why do I keep seeing this person everywhere?!"

That's not luck.

That's leverage.

One person posting reaches hundreds.

Ten people posting reaches thousands.

And you didn't have to go viral once.

Shoutout Rita - she is an absolute savage entrepreneur and completely crushing it.

– – –

P.S. Want to build a resource worth sharing in the first place?

Grab my free Deep Avatar Research AI prompt below..

It'll show you exactly what your ideal client wants 👇

https://lnkd.in/e3KHrTXw

Enjoy. :)

I swear being a founder is just a nice word for consistently gaslighting yourself that “next month will be THE month?!”

Or is that just me?

Happy Friday People. ❤️

The average digital product completion rate is 3-12%.

Mine sits at 40-60%. Here's the one thing that changed it.

My first course got 200 downloads.

2 reviews.

I'm not even joking lol.

200 people grabbed it and basically said CYAAAA.

So I tried something different with my next one.

For the first 5 days after someone buys, I send them a simple welcome email sequence.

 • Go through the course
 • Leave a review if you loved it
 • Leave feedback if you didn't.

And if you do?

You unlock a bonus course.

Not just any bonus either.

Something that directly helps them get MORE success with the thing they just bought.

For my funnel building course, they unlock Scaling Secrets.

The exact playbook for driving traffic and scaling once the funnel is live.

So the incentive isn't random.

It's the natural next step.

The result?

4 out of every 10 people who bought my second course left a review.

Compared to 2 out of 200 on my first.

Think about what that does for ur marketing.

Real reviews flooding in from real people who actually completed the thing.

Feedback from the ones who didn't love it so you can make it better.

And a completion rate that makes your course actually worth selling.

The incentive does all of it.

5 emails. One bonus. Completely changes the game. :)

Despite being the "the funnel guy"... Around 30% of our $$$ comes from sending Looms. Here's the playbook in case u want to copy it:

Most outreach fails bcoz it looks like outreach.

Same DM templates.

Same cold email openers.

Same "I came across ur profile and thought..."

Nobody is reading that stuff anymore lol.

A personalised Loom is different because ur not asking for anything.

Just showing up, pointing at a real problem in their business, and saying here's how to fix it.

Before they've paid you a single penny.

That builds more trust in 4 minutes than most people build in 4 months of content.

My exact structure:

1/ Human opening (say their name, add something real)

2/ What u noticed and what it's costing them

3/ Show them what's broken visually (Miro is ur best friend here)

4/ Quick proof u know what ur talking about

5/ Show them the solution visually

6/ A real case study with real numbers

7/ Soft low friction offer

8/ One CTA

Inbound is great. But hunting is still how u eat. :)

Comment "LOOM" below and I'll send u the full resource with my exact script so you can just copy me and start printing Loom $$$ lol.

Hit “Repost” and I’ll send the ACTUAL Loom haha.

(Make sure we're connected first!)

I'm running ads for a Creator with 10M+ followers right now.

Two ads. Same messaging. Wildly different results.

One is getting leads for ~£8.

One is getting them for ~£2.

The only difference?

One has their face in it. One doesn't.

Same copy. Same offer. Same targeting.

Four times cheaper. Just bcoz of a face.

I used to be firmly in the camp that brand is just ego.

But after working with some seriously big creators over the last year?

I'm starting to see just how much it matters.

When people already know, like, and trust you?

Everything converts better.

Your ads. Your emails. Your landing pages.

The whole funnel just works harder bcoz the person walking into it already believes in the person on the other side.

That's not ego.

That's leverage.

And it compounds over time in a way that's really hard to compete with.

If you're curious what funnel I'm building for this Creator?

A lead magnet funnel. Same as always. :)

And if you want to build your own AI-powered lead magnet, you can grab my free course below. 👇

https://lnkd.in/esHNstZG

The easiest client I ever signed came from this DM:

"Hey [NAME], noticed you've been showing up on my stuff!

Just checked out your profile and thought you’d be a good fit for something…

This month I’m giving out 4 (free) Funnel Clarity Calls.

I'll look at your setup and suggest 3-5 fixes to increase your conversion rate starting today.

Want one?"

That's it.

Sent to someone who'd been viewing my profile and liking my posts.

Here's who you should be sending this to right now:

 • People liking and commenting your posts
 • People who've viewed your LinkedIn profile
 • Old connections you've never properly spoken to

These aren't cold leads.

They're warm leads you're leaving on the table.

The difference between this and a normal sales pitch?

You're not asking for their time.

You're giving them something valuable.

"I'll audit your [thing] and suggest 3-5 ways to improve it - free, in return for a review."

One specific outcome.

Short time commitment.

+ a clear reason it's free.

Easy yes.

(That’s why I call it an “Easy Yes Offer.”)

Stop waiting for inbound.

Your next client is already in your network.

They just need a nudge. :)

P.S. Want to book calls without cold DMs that make you cringe

Grab my free Loom Outreach Method below 👇

https://lnkd.in/eta4sgBi

Enjoy!

I accidentally 3x'd my funnel conversion rate.

And there’s a valuable lesson you can take:

Here's what happened…

I built a simple funnel.

Lead magnet download → thank you page → email sequence.

Pretty standard stuff.

But I was getting decent downloads and almost zero calls booked.

So I thought:

"What if I put a short quiz on the thank you page and gave away a case study as the prize?"

No strategy or real data behind it.

Just a cheeky hunch.

The results were... unexpected.

 • 80%+ of people completed the quiz
 • 35% of qualified traffic booked a call
 • Another 35% requested one

From the same traffic I already had.

Here's the psychology behind why it worked:

When someone invests TIME to unlock something, they value it more.

And when that something has real monetary value attached to it?

They actually watch it. Read it. Act on it.

Instead of downloading your lead magnet and ghosting you forever.

(Which is what 99% of people do, let's be honest.)

The other thing nobody talks about?

The quiz itself told me EXACTLY what my leads were struggling with.

So I could show up to sales calls already knowing their problems.

Wild.

I've since rebuilt my entire programme around this one accidental discovery.

Bcoz the difference between a funnel that gets downloads and a funnel that gets clients?

Is usually this one step.

P.S. If you want to build the kind of lead magnet funnel that does this for you, grab my FREE AI Lead Magnets course below 👇

https://lnkd.in/esHNstZG

Enjoy!

I built a funnel for a client in 2021.

They haven't touched it since.

It's still signing clients today… AND the client got investment at an almost 9-figure evaluation, from this ONE damn funnel ll.

Here's what makes a funnel last that long:

It's built around a painful problem that never goes away…

ANDDD in an emerging market.

(This is key, their pool keeps growing!)

The lead magnet solves something specific and urgent.

The email sequence builds trust before asking for anything.

The offer at the end is a natural next step - not a hard sell.

That's it.

One funnel. Built once. Running forever.

I think about this every time a founder tells me they don't have time to build one.

Bcoz the real question isn't:

"Do I have time to build this?"

It's "how much longer can I afford NOT to have it?" :)

P.S. Ready to build the funnel that runs while you're not? Grab my FREE AI Lead Magnets course below and let's get it live 👇

https://lnkd.in/esHNstZG

IMPORTANT UPDATE: I've been telling u guys run weekly viral giveaways for years… But this is working better for me now (and its easier :)

Last week I checked my own analytics.

My two lowest performing posts in 14 days?

Both giveaways.

The ones literally built for reach.

Tanking.

So what's working instead?

Hook & Ladder posts.

Write something valuable. Teach something real. Then naturally lead into your resource at the end.

The audience has caught on to giveaway templates.

They see the "comment KEYWORD below" format and scroll straight past.

But a post that genuinely helps them?

That stops the scroll. Builds trust. Converts.

And honestly? It's way less effort than building a giveaway every week.

Like right now - if you want to know the best lead magnet to deplatform your audience, I'd recommend an AI-powered one.

You can grab my free 5-day course to build yours here 👇

https://lnkd.in/esHNstZG

See what I did there? :)

Last month, we ran a test & signed up to 200 Creators email lists. 196 of them made this EXPENSIVE mistake…

We wanted to see what was happening after the download.

The results were kind of shocking.

196 sent us straight to a generic thank you page.

"Thanks for downloading! Check your inbox."

That's it.

4 of them had an offer on the thank you page.

4 out of 200.

Here's why this matters so much:

The thank you page is the single most valuable piece of real estate in your entire funnel.

Think about what just happened.

Someone found your content.

Liked it enough to give you their email address.

Clicked the button.

And now they're sitting on a page with zero distractions, completely focused on YOU.

Having just said yes to something.

In the most receptive state they will ever be in.

And 196 out of 200 creators just said "cool, check your inbox" and walked away.

The best thing to put on that page?

A short quiz that unlocks a free bonus.

6 questions. Valuable reward at the end.

It qualifies your leads, tells you exactly what they're struggling with, and puts your offer in front of the most receptive people in your funnel automatically.

I rebuilt my entire programme around this one page.

Bcoz when 196 out of 200 competitors are sleeping on something?

That's an opportunity. :)

P.S. Want to build the funnel that makes this work on autopilot?

Grab my FREE AI Lead Magnets course below 👇

https://lnkd.in/esHNstZG

Enjoy !!

A client messaged me in a panic last week.

"Joe… you're telling me I need to build FOUR funnels?!"

I laughed.

"Nooooooo. Four entry points. One funnel."

Here's what I mean…

Most people think having multiple lead magnets means building multiple funnels.

So they either:

a) Never build more than one lead magnet bcoz it feels overwhelming

or

b) Build four separate funnels and wonder why they're burnt out

Both are wrong.

Here's the smarter way to think about it:

Every lead magnet you create is just a different door into the same house.

Door 1: A checklist (attracts solution-aware people)

Door 2: A case study (attracts proof-seekers)

Door 3: An AI prompt (attracts the "I want a quick win" crowd)

Door 4: A template (attracts people ready to implement NOW)

Four completely different types of people.

Four completely different awareness levels.

All walking into the same backend funnel.

Same email sequence.

Same quiz bonus.

Same Easy Yes Offer.

Same paying client at the end. ;)

You build the backend ONCE.

Then you just keep adding doors.

This is why I always say the goal isn't more funnels.

It's more entry points to the same funnel.

P.S. Not sure what lead magnets to actually build?

Grab my free Deep Avatar Research AI prompt below.

It'll show you what your ideal client wants to download:

https://lnkd.in/e3KHrTXw

Enjoy. :)

Email deliverability is getting CRUSHED ATM…

But this one thing in my 1st email 10x’d delivery:

Every time someone downloads one of my lead magnets they get this inside of the email!

"Want my 100 Viral Social Hooks (normally $97) for free?

Just reply saying 'Got it!' and I'll send it over.

Want to make sure you got your access all good!"

I call it the Reply Reward.

Here's why it works:

The second a new subscriber replies to your email, Google and Outlook flag you as a real human contact.

Primary inbox. Every time. Permanently.

Most people's emails are dying in promotions tabs bcoz their subscribers have never once replied to them.

Inbox providers see zero replies and think "probably not important."

One Reply Reward changes that relationship forever.

But here's what I love most about it:

You also instantly know who your best subscribers are.

The ones replying within minutes of downloading?

Those are your buyers.

The people who are so engaged they can't wait to get more of your stuff.

Google and Outlook are making this harder every single month.

A Reply Reward costs you nothing to set up.

And the compounding gains over time are enormous. :)

— — —

P.S. Want to see this in action?

Grab my Loom Outreach Method below: 👇

https://lnkd.in/eta4sgBi

You’ll see in the 1st email. ;)

AND you’ll learn my fave outreach method !!

Best decision I made in business this year? Block ALL of Mon & Fri for deep work, keep Tues - Thur PM free for calls. Plus also doing this:

 • Plan 3 high ROI tasks the night before
 • Get up before the sun and exercise
 • Phone on airplane mode until 12pm
 • Read my work intention (check the P.S)
 • Putting tough tasks into my calendar
 • Walks without my phone or any tech
 • Touching a tree with my forehead lol

It really is the little things that keep me centred.

What do you do daily to stay in the zone?

Drop a comment down belowwww.

– – –

P.S. If you wanna read the ‘Life OS’ document I go through every morning that literally helped me 5x my income in 3 months, you can grab it for free here:

https://lnkd.in/ex-usf-E

Worked wonders for me. :)

Hot take: The best thing I ever did for my LinkedIn growth was stop making it look good. And since? ALL my metrics are going up:

(For simple writing focused creators like moi:)

Backstory: I paid $5k for someone to build me a full suite of carousel templates and branding.

(Still a great investment tbh - I love my colours lol)

But the thing that's actually moving the needle right now?

Text only posts.

For months I was obsessing over creatives.

Colours. Fonts. Layouts. Images.

Hours spent on stuff most people scroll past in 0.3 seconds.

Then I switched to just… writing.

And everything went up.

Email subscribers. Followers. Inbound clients.

All of it.

And I know exactly why it's working.

When there's no creative to hide behind?

The writing has to do all the work.

Apparently mine is doing alright hehe.

There's something really pure about that.

You don't need a trending format.

You don't need a Canva template.

You don't need a design major.

(This stuff does help 4sure…)

Just write something that resonates with a real human being.

As someone who loves simplicity more than almost anything in business?

This is huge for me.

Sit down. Write something honest. Hit publish.

Get emails, calls and clients coming in.

Thank you LinkedIn.

I am absolutely loving this game again. :)

I haven’t had a real job for 4+ years. Here’s 9 “unconventional” habits (not to do with money) that have made me $$$:

1/ Being DEEPLY curious about everything.

Not just business stuff. Everything. The most valuable connections I've ever made came from random rabbit holes that had absolutely no business being related to each other. Curiosity is an unfair advantage most people sleep on.

2/ The Golden 4.

First 4 hours of every day = deep work only. Ignore everything else. The emails, the Slack, the DMs. They can wait. Those 4 hours are where everything that matters actually gets built. Guard them like your life depends on it.

3/ Spending a lot of time in nature.

Every big idea I've ever had came on a walk or meditating outside. Every single one. If I'm ever stuck, confused, or overwhelmed, I go outside. Works every time. And also when I’m not and just fancy a stroll, never had a bad walk lol.

4/ Stopped watching the news and politics.

Call me ignorant. I do not give a flying f*cccccck lol. Internal peace for days. What it WAS doing was stealing my energy and replacing it with anxiety about things I can't control. Give it 30 days and it could change ur life, i promise.

5/ Being obsessed with routine, but also breaking it.

Lock in. Build the structure. But leave room for space. Some of my best thinking happens when I stop thinking. The routine gets you to the starting line. The space is where the magic lives. My mentor Nicolas Cole says try walk new routes everyday - this helped.

6/ Working for free for A* players early on.

Got taken advantage of a bit if I'm honest. Worth every second. The reps, the results, and the relationships I built during that period became the foundation for everything that came after. All my best results came from doing free stuff and leveraging the results.

7/ Stopped drinking alcohol (mostly lol).

And I don't just mean the money saved from the drinks you buy. I mean the taxi home. The Deliveroo the next day. The 3 completely wasted days recovering. Time is the most valuable thing you have. Protect it accordingly. (But also do leave room for occasional benders LOL.)

8/ Exercise before deep work.

I keep forgetting this one, coming back to it, and thinking WHY DID I EVER STOP. The gains are genuinely insane. Body first. Then the brain. In that order. I recommend just doing sprint intervals for 8 minutes. Did 1 before writing this post today and i am FLYING LOOOL.

9/ Reading spirituality over business books.

Business books are overrated imo. Spirituality gives me more clarity, more insight, and more breakthrough ideas than any "how to scale your agency" book ever has. Michael Singer changed my life more than any business mentor. Full stop. Read “The Surrender Experiment.”

Lemme know if u like this and will share more.

What would you add?

Drop a comment below :)

If you are not where you want to be in life (financially, spiritually, or physically), then here’s a list of protocols I personally followed to change my life:

(Not comfortable but it worked for me.)

 • Leave your home friends groupchat
 • Stop watching p*rn and fapping
 • Delete IG, TikTok, & YT from your phone
 • Leave ur phone on airplane mode til 12pm
 • Have a mission you read every single day
 • Run as far as u can in 1 direction, then run back
 • Avoid all news, and toxic media
 • Read The Surrender Experiment
 • Meditate at least 10 minutes per day
 • Stop drinking alcohol and taking dr*gs
 • Stop talking to friends that pull you down
 • Move somewhere you know no one
 • Commit to 1-3 high ROI tasks every single day
 • Cancel your streaming subscriptions
 • Make a list of 100 people you want to work with
 • Make a custom social feed of those 100 people
 • Learn everything you can about that 100 people
 • Write hyper personalised outreach to those 100
 • Sign 3-5 of them, get reps, revenue , or results
 • Rinse and repeat the last 5 bullet points

I do not care if u think this is “unbalanced.”

And this is for sure not for everyone. But as someone who successfully changed their life in many ways (if u knew me b4 LinkedIn, you’ll know hahaha)...

I promise if you want to change yours, this will help. :)

And if you want the best place to get started, I built a Life OS folder that helps you create a new self image, and become that person.

Grab it 100% free here: https://lnkd.in/ex-usf-E

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The Battle

Lewis Alexander Baxter

Joe M-C 🧙

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The Battle

Lewis Alexander Baxter

Joe M-C 🧙

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Lewis Alexander Baxter's LinkedIn Performance

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Performance ScoreLewis Alexander Baxter's LinkedIn Performance