Kurogo

We turn entrepreneurs into credible thought leaders through personal branding so they can scale their businesses, unlock untapped opportunities and outlast their competition.

It’s not a question of IF you should be building your personal brand, but why you haven’t started yet. 

1️⃣ Customers are willing to pay 13.57x more for those they consider to be elite experts 
2️⃣ 86% of customers trust a company when their senior management team are active on social media
3️⃣ Global executives believe up to 45% of company market value is attributable to CEO reputation

The figures speak for themselves, but if that isn't enough to convince you, check out some of our client results: 

🚀 Jack generated 2.5M views and 6 figures in revenue in 90 days with us 
🚀 Sue generated over 8.3 million views in 4 months
🚀 Olly generated 15,000 newsletter subscribers. 
🚀 Debbie got 1,021,073 views and generated 10,494 profile visits in her first 90 Days!
🚀 James became an Amazon Best Seller 
🚀 Mike won over £13K of new business within 1 Month!

Kurogo is the go-to agency for building powerful personal brands and converting them into meaningful opportunities and real ROI. Our results-driven approach has helped over 150+ founders and CEOs become credible thought leaders and achieve their business goals. 

Ready to become your industry’s go-to thought leader? Find out how we can help you build your personal brand, head to www.kurogo.co.uk or get in touch at hello@kurogo.co.uk.

Director of Growth

Kurogo Studio

Content Studio For Personal Brands & Creators 📍Central London

Child Action Northwest

Vice Chair

Non Executive Director and Trustee

Spring North

Spring North's core vision is to develop innovative solutions to create a positive impact on the lives of children, young people, families and the communities in which they live whilst challenging inequality and disadvantage – to enable them to meet their full potential.

Spring North is a member-based organisation which aims to improve the health and wellbeing of residents in the North West - with a focus on addressing inequalities, a target on deprived local communities and a concentration on vulnerable individuals and families. 

Member organisations of Spring North can gain a number of benefits, including: quality improvement, negotiating power and funding prospects, image and profile, strategic capability, business support and bid writing services.

If you’re a grassroots community group, new charitable start-up or an established voluntary organisation, and want to tell us about your work, please email office@springnorth.org.uk or call 01254 503200. 

Registered charity number: 1150126

BWOWNIES

Supporting the Founder of BWOWNIES, Keelan Waldock, on his mission to be the world’s most-loved brownie company. 

www.bwownies.com

Advisor

Armago

Investor and Advisor

Hullo

Hullo is a national not-for-profit organisation born during the pandemic in March 2020. We exist to unlock the power of conversation and create an inclusive, safe and non-judgmental space for people to chat and connect with others. 

Our mission? To connect communities, one conversation at a time. 

Our vision? A world where everyone has someone to chat to.

Since launching, we've built a community of 100+ volunteers, we've connected with thousands of people across the UK and we've unlocked the power of conversation.

Founder

TEDx

Delighted to have spoken at TedX Durham University. The event, titled “Things Left Unsaid, was held on Saturday 8th June 2019 at the Gala Theatre in Durham. 

With 10-days to prepare my TedX talk on mental-health, my first hurdle was to decide specifically on a title. In the end, I chose the title “Mental Health: Where do we go from here?” 

My talk explored my battle with clinical depression in 2015/16, as I explained my symptoms and how my recovery continued well-beyond counselling and therapy. 

I also offered my thoughts on how we can, collectively, move to a better understanding of mental-health as a construct and change the way we perceive it. 

Mental health is being talked about more than ever before. We must build upon the foundations of awareness, and introduce 3 core strategies into our every-day life and society to improve mental-health awareness and support. 
1. Compassion 
2. Connectivity 
3. Community 

My TedX talk is on the official TedX YouTube.

Tedx Speaker

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. 👋 

Passionate about start-ups and all things charity. Love bright-coloured shirts 👚 and caramel lattes ☕️

- COO @ Kurogo. We create thought leaders through personal branding. Over the last 2 years, we've worked with some of the world's most exciting founders, CEOs and entrepreneurs to build their personal brands. 

- Advisor @ BWOWNIES

- Vice Chair and Non Executive Director at Child Action Northwest 
- Non Executive Director and Spring North.

Here’s 3 random facts about me: 

1️⃣ I’ve played the trumpet for 12+ years 🎺
2️⃣ I’m an only child 
3️⃣ I’m scared of rollercoasters and chalkboards

So... this is happening.

Along with two mates, I’m building a new side business.

In one of the fastest-growing sectors.

We’ve worked quietly on this for 6+ months.

And in September, we launch. 

(Soft launch initially) 

Can't wait to show you what we've been working on. 

Stay tuned. 👀

P.S. I’m going to document BTS of scaling this business (whilst working full-time). And follow Lewis Alexander Baxter (me!) for more posts on building in public.

Lewis Alexander Baxter

I moved from rural Lancashire to London 1 year ago.

I’d always wanted to move to London.

As a kid, my duvet was London-inspired, I had toy models of the London red buses and more London artwork than any 8-year-old needed.

Here are 7 reflections from life in the ‘Big Smoke’: 👇

1) There are unique, independent shops, cafés and restaurants at every turn.
2) There’s a LOT to see/visit/do. But, you can’t do everything (and that’s okay!)
3) People used to tell me: “London is a city that never sleeps”. It’s true!
4) The city is a great place to branch out, meet and connect with new people.
5) You can’t always rekindle old friendships, even if friends are 1 tube stop away
6) To some people’s surprise, there’s so much green space to explore.
7) Life in central London can be intense. So I escape every 6 weeks! 😂

I love this city.

When you were brought up in the middle of nowhere, London has so much to offer.

Equally, knowing when to step outside to recharge is vital.

Ps. I’m curious. If you’ve moved to London, do you have any reflections to share? LMK in the comments 👇

2023: Finishing my law degree whilst working full-time at Kurogo.

2024: Working full-time whilst building my new side business.

I sometimes get asked: “How do you juggle everything?”

By following productivity mantras.

Here are my top 5:

(that work for me right now)

(1) Play along with your energy cycles throughout the day

Early morning when I’m most alert and energised?

I eat the frog, tick off the biggest tasks, and make decisions.

Afternoon slump?

I switch to admin tasks.

Aligning work with my natural rhythms makes a huge difference.

(I learnt this from my friend Mostyn Wilson)

(2) Time blocking

I divide my day into dedicated blocks of time for specific tasks.

Kurogo work, side projects, charity Board meetings and personal time.

Everything goes into the calendar.

This creates structure and helps me focus on one thing at a time.

And reduces distractions and boosts efficiency.

Like any good schedule, there's some flexibility (I build in ‘buffer’)

(I learnt about time blocking from Cal Newport, author of ‘Slow Productivity: The Lost Art of Accomplishment Without Burnout’).

(3) Spend 5 minutes on a task you’ve been avoiding

Often, that’s enough to build momentum and get me through the work.

It’s a simple trick that helps me break through resistance and make progress.

Even on tasks that I dread.

(I learnt this from Executive Coach Jane Viljoen)

(4) Split your days up into 2 days

Where possible, I treat my day as two mini-days.

Day 1 ends at 1 pm (ish), followed by a lunch break.

Day 2 starts in a new location (e.g., cafe, co-working space, hotel lobby).

The change of pace and location refreshes my mind.

This prevents burnout and keeps my energy levels high.

(I learnt about this concept from Alex Hormozi)

(5) Be mindful of social media use 

(IMO the biggest demon to productivity)

Mindless scrolling on socials stifles productivity.

If I catch myself doing it during breaks, I switch gears to something intentional like:
-> Listening to an interesting podcast
-> Connect with a friend
-> Catching up on positive news

I feed my mind with something that adds value, instead of draining it.

(I learnt all about attention in 'Stolen Focus' by Johann Hari)

These productivity mantras are working for me right now.

What’s your go-to productivity tip? 

Would LOVE to hear from you:👇 

—

Hit repost ♻️ to share useful productivity tips with your network! And follow Lewis Alexander Baxter (me!) for more content like this.

I'm 25.

Almost 26. 

Yet, when I was a child:

- I missed out on opportunities (due to nerves).
- I lacked self-belief.
- I undervalued the little moments.

Here are 3 pieces of advice I’d give to my 6-year-old self: 👇 

(Things I wish I’d known back then)

→ (1) Say "yes" more when you’re young

As you get older, people encourage you to say “no” more to protect your boundaries. 

But when you’re young, it should be the opposite.

You should say yes more.

To new things, even if they may seem scary.

It’s those experiences that help you grow and learn.

And you never know where those opportunities might lead.

→ (2) Build confidence and believe in yourself

Looking back, I realise people who succeed in sports, work, and life…

Aren’t just talented.

Yes, they have the talent and the ability.

And they work on their weaknesses.

But most importantly, they believe in themselves.

That makes all the difference.

→ (3) Cherish every moment with your loved ones

You never know what’s around the corner.

(I didn’t know I’d lose my mum at 21.)

So treasure every moment, especially the little ones, with the people you love.

Chats at the dinner table. 
Watching TV together.
Morning coffee. 

Because your parents, siblings, and grandparents won’t be around forever.

What’s 1 piece of advice you’d give to your younger self?

Would LOVE to hear from you: 👇

—

Hit repost ♻️ to help someone who might need this advice ! And follow Lewis Alexander Baxter(me!) for more content like this. I post Tuesday, Wednesday, and Thursday at 8:50 am BST.

“Personal branding doesn’t work for ‘boring’ or ‘unsexy’ industries.”

WELL… We took our client to nearly 11K followers, 2M total reach, and 150-500 reactions per post.

Plus countless podcast requests, featured articles, and new leads every single week.

And the industry they're in?

Commodities.

Here’s how: 👇 

For context, they're a C-Suite Exec at a leading global commodities company.

1 — We commented on major industry news (e.g., commodities, trading and investments) to:

- Position them as an industry expert. 
- Increase engagement and visibility.
- Create connections with industry peers + leaders.

2 — We used popular and interesting industry-related videos from other platforms to:

- Attract and retain a wider audience.
- Drive traffic to their profile and content.
- Use trending (and fun!) topics to stay relevant.

3 — We shared their article features, interviews, and event appearances to:

- Build credibility and authority in their field.
- Show their expertise and accomplishments.
- Generate interest and leads through social proof.

Personal branding works.

Even in industries that seem “boring” or “unsexy.” 🙌

The Ordinary have done it again 👏 

Leading skincare brand, The Ordinary, have used Augmented Reality (AR) to create an interactive mural...

This is to promote three of their new products.

There are 4 reasons why this campaign is so smart:

1. The mural is interactive
2. It's a gamified experience for customers 
3. It's simple, persuasive copy
4. The ad bridges the physical and digital worlds ("phygital")

We'll see more brands tapping into the metaverse, AR and VR. 

These immersive marketing and advertising campaigns are here to stay.

And I'm all for it. 

Ps. this is my first campaign breakdown on LinkedIn - lmk what you think below? 👇

“Job applicants are lazy AF because they use AI for their applications.”

I 100% disagree.

Leveraging AI isn’t lazy.

It’s smart.

Let me explain.👇

Last week, I read a Financial Times article.

It said applicants are using generative AI to help them write their CVs, cover letters, and complete assessments.

This number is as high as 50% (and will inevitably continue to rise).

Here’s my take (after hiring 50+ people in the last 6 years).

AI (like ChatGPT) is extremely valuable for helping applicants:

- Conduct deep research on a company, industry, and developments.
- Get started with the first draft if they have writer’s block.
- Tailor their CV and cover letter to the job description.

Plus, AI supports those who are neurodivergent or dyslexic.

AI saves applicants:

- Stress and anxiety (especially if writing isn’t their strong suit).
- Mental energy by providing a solid starting point.
- Time spent on basic research.

BUT… applicants should not just copy word-for-word what ChatGPT generates.

AI needs insightful prompts.

And, applicants should review/edit any ‘AI-written’ drafts, adding their personality, passions, and unique stories.

Quite frankly - AI can’t do that as well as you.

No one can.

But the bottom line.

We shouldn’t criticise people who leverage AI in applications.

It's here to stay.

If used ethically, AI may be the most powerful tool in a job applicant’s armoury.

Should we encourage the use of AI in job applications? Let me know your thoughts. 👇

—

Hit repost ♻️ if you agree job applicants should leverage AI in their applications. And follow Lewis Alexander Baxter (me!) for more content like this.

We need to talk about childcare and flexible working.

Last week, I talked to my friend...

(she’s a parent to a 4-year-old).

It was an eye-opening conversation.

She spends hundreds on a childminder and holiday clubs in July and August.

For context, the average UK household income is £3,277 per month, and the summer childcare costs take up more than half of that (according to the Financial Times).

Now, why does she spend so much on childcare?

Because her company and line manager refused her flexible working request. 

She's required in the office daily.

5 days per week. 

Even during the summer holidays...

This reminded me of the FT survey with 2,000 people:

(1) Over half said they’d benefit from working from home during holidays but can’t.

(2) 64% want flexible work during school holidays to save on childcare, yet 38% were denied.

(3) 39% can’t find jobs that let them balance work and childcare.

These stats are shocking.

They show the need for better flexible working options.

Now, I acknowledge the nuance and complexity regarding flexible working in some industries.

But many companies deny flexible working requests when they shouldn’t.

C'mon, it's 2024.

Companies need to be more compassionate to parents. 

Especially when it comes to childcare.

It's baffling that companies feel the need to 'babysit' their parent employees, so deny WFH requests.

Oh the irony...

The old way of doing things? Forcing parents to work in the office, all day every day, with zero flexibility. 

The new way? Making work work for all.

—

Hit repost ♻️ if you agree companies should afford greater flexibility to parents during the holidays. And follow Lewis Alexander Baxter (me!) for more content like this.

“Whole team meetings are a waste of time.”

I couldn’t disagree more. 🙄

‘All-hands’
‘Town halls’
‘Standups’

They’re not a nice-to-have.

They’re vital.

(particularly for remote companies).

They:

(1) Keep team members connected

Online whole team meetings ultimately bring colleagues together.

This is pretty important for Team Kurogo. 

We’ve got team members in the UK, Europe and Asia.

Regular whole-team/cross-company meetings build, and strengthen, our relationships with one another.

(2) Set the week’s pace

They provide an open forum to discuss priorities and upcoming deadlines.

And what support may be needed from colleagues.

Our ‘standups’ are scheduled at 10:30am (Mondays and Fridays)

This gives everyone the time to:
- Plan
- Recalibrate
- Get into ‘work mode’

…without feeling rushed (we refrain from holding calls first thing when everyone has just logged on!)

(3) Promote collaboration and learning

We all share reactive news and cool campaigns we’ve seen.

Our team know their stuff.

We have our ‘finger on the pulse’ across multiple client industries.

Ultimately, facilitating cross-team feedback and learning, and understanding the context of clients’ industries benefits every team member, our clients and campaign results.

Bottom line:

Whole team meetings keep the team aligned, connected and productive.

As you scale (and your headcount increases), there’s a temptation to scrap them. 

Resist that temptation.

IKEA launches their online marketplace for second-hand furniture.

Smart move by the retail giant. 

Ikea Preowned lets customers buy and sell Ikea products directly to each other.

The platform will compete with sites like eBay, Gumtree and Craigslist. 

Currently, it’s available in Madrid and Oslo.

They plan to expand globally by December. 

IKEA Preowned is great for 4 reasons:

(1) It taps into the growing market for second-hand ('pre-loved) goods.

(2) It aligns with Ikea’s sustainability goals by keeping furniture out of landfills (their aim is to become a circular business by 2030).

(3) It goes some way to address concerns about cheap furniture harming the environment.

(4) It helps Ikea shift focus from costly physical stores to the booming online market.

Big brands are often first to be called out for their unsustainable business practices. 

Equally, we should praise businesses for their green initiatives to promote a circular economy. 

And we should encourage companies (like Ikea) to keep their products out of landfill. 

The more we can recycle and reuse furniture, the better. 

☑️ Great for Ikea 
☑️ Great for people buying + selling pre-loved furniture
☑️ Great for the planet 

What do you think about Ikea’s move?

Let me know in the comments.👇

Everyone: “Oasis are getting back together”

Social media managers:

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The worst leaders: Dominate conversations.
The best leaders: Listen more than they talk.

The worst leaders: Criticise their team in front of clients
The best leaders: Defend their team, then provide feedback privately.

The worst leaders: Leave people waiting for answers, fail to follow through, and focus on quick fixes.
The best leaders: Get things done quickly and are swift to implement sustainable solutions.

The worst leaders: Prioritise profit over people.
The best leaders: Lead with empathy and acknowledge their team’s feelings before the bottom line.

With me? 

Repost ♻️ if you agree. 

And follow Lewis Alexander Baxter (me!) for more posts like this - I post Tuesday, Wednesday, Thursday at 08:50am.

Last week, I spent 1 hour reading Edelman's latest report.

Here are some key stats.

(Which also matches what we’ve learned in our research)

For context:
- This study is the 6th yearly report from Edelman and LinkedIn.
- It studies how thought leadership affects buying behaviours in B2B and C-suite roles.
- They surveyed 3,484 business leaders from different industries and company sizes.

Here’s what they found:👇

(1) 7/10 decision-makers think more positively about companies that always share high-quality thought leadership.

(2) 75% of decision-makers and C-Suite Execs said a piece of thought leadership made them look into a product or service they hadn’t considered before.

(3) 9/10 of decision-makers and C-Suite Execs are more likely to respond to sales or marketing from companies/individuals that consistently produce high-quality thought leadership.

But, many B2B companies don’t deploy thought leadership at all.

And many businesses don’t measure its effectiveness.

These businesses are missing a trick...

The power of thought leadership is undeniable.

And it should be in every company’s brand, comms, marketing and sales arsenal.

We helped our client secure £95k in investment.

In just 2 months.

(Thanks to these strategic content pillars.)

Here’s the breakdown.👇 

Our client before us:

- 1,558 followers
- 11,789 impressions
- Zero LinkedIn presence

After us:

- 2,774 followers (58.1% increase)
- 138,551 impressions (7,601.6% increase)
- Secured £95k in committed investment

Plus, invites to:

- Investment pitches
- Speak at business events
- Dinners with industry leaders

His background?

A co-founder and MD in the ready-to-drink industry who’s currently raising EIS.

Here are the 3 content pillars we focused on:

→ (1) Storytelling

We shared his founder’s story, the business' journey to date, and behind-the-scenes content.
(This built a deep connection with his audience.)

→ (2) Accomplishments

We highlighted key collaborations, milestones, and achievements.
(This built his credibility and social proof.)

→ (3) USPs

We shared how his brand is unique, how his product is unique and how he (and his co-founder) are unique. 
(This differentiated him from similar FMCG brands seeking investment)

The result?

Our client has gone from an up-and coming challenger brand, to 𝘵𝘩𝘦 brand to work with.

—

Enjoyed this? Hit repost ♻️ to help someone who might need this advice! And follow Lewis Alexander Baxter (me!) for more content like this. I post Tuesday, Wednesday, and Thursday at 8:50 am BST.

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