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

FUNC

Hi, we're FUNC. | Since early 2024, 2 friends and I have been quietly building | Coming soon 👀

Co-Founder

Jobvibe

Advisor

BWOWNIES

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

www.bwownies.com

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

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

For some of us, flexible work isn’t a 'perk' or 'nice to have'.

It's a necessity - it's how we keep going when life gives us no room to breathe.

For me, flexible working was a lifeline.

Age 17, I was a full-time student and a carer for my mum.

And age 21, I became her full-time carer - supporting her in the year before she died.

Her cancer was terminal. This meant:

→ Daily care tasks that didn’t fit neatly into a '9-5'.
→ Frequent (often unplanned) hospital appointments.
→ Late-night and early-morning emergencies.

As her carer, my mum came first. 

But, I also needed to earn money. 

So I found work that could bend: 

→ Freelance social media gigs (approx 10 hrs p/w)
→ Tutoring GCSE English and A Level Law (approx 5 hrs p/w)
→ Admin support for a local recruitment firm (approx 10 hrs p/w)

Anything that gave me real freedom - and control over when I worked.  
 
I wasn't work shy. Or lazy. 

I just had responsibilities most people never saw.

And those experiences have shaped how I lead now.

1/ It’s why I'll always champion flexible work.
2/ It’s why I focus on outcomes - not when someone logs on or off.
3/ And it's why I design roles around real lives, not just ideal schedules.

Because there are people on your team carrying invisible weights.

Mental health struggles.
Caring responsibilities.
Bereavement. 
Childcare. 

The things you'll never see in a calendar invite. 

A reminder to leaders:

The future of work isn’t fixed hours.

It’s flexibility, trust and space for real life.

And if your version of “work” only works for people with no outside responsibilities, it's time to rethink what you’re building.

--

♻️ If this resonates, please repost. Someone in your network might be carrying more than you know.

PS. Hey, I'm Lewis. COO at Kurogo and Co-Founder at FUNC. I talk about operations, scaling smart and human leadership.

Lewis Alexander Baxter

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

I just did a thing… 👀

Now, I’ve never been away from the UK for more than 3 weeks.

This year, I promised myself I’d say “yes" more.

Sooooooo…

I just booked a 7 week trip to AUSTRALIA from mid-October.

I CAN’T WAIT!

My mum visited Australia in her early 20s.

Mum loved to travel and she passed that passion onto me.

Before she died, we talked about travelling there together, when she was better.

She’d say to me:

“When you get the chance to go to Australia, grasp it with both hands”

So, what’s the plan Down Under?👇

(For inspiration, I’ve flicked through mum’s photo albums and maps from her trip!)

↳ Work from my laptop in Melbourne, Sydney & Adelaide
↳ Snorkelling in the Great Barrier Reef
↳ Road trip up the East Coast
↳ A trip to Uluru (Ayers Rock)
↳ Visit Fiji for 10 nights

I’m manifesting already - this will be a trip of a lifetime.

See you soon Aus! 🇦🇺

At the start of this year, I struggled to run more than 5k.

I was genuinely unfit (especially with how much I ate over Christmas). 

On Sunday, I ran my first ever half marathon:

The London Landmarks Half Marathon. 

I'm sore and I'm hobbling round the house. 😆 

But I'm really proud. 

I pushed my physical and mental boundaries more than I've ever done before. 

To some people, running 13.1 miles (or 21k) is a breeze. 

To others (and I'd put myself in this category!), it's a real accomplishment. 

People ran for their charities of choice - causes close to their hearts. 

I ran for Child Action Northwest.

This charity means a lot to me, and I proudly serve as their Vice Chair and Trustee.

I ran with others from CANW who backed the same mission.

The crowd was unreal (if you were there, thank you!)

And, to top it off, the weather was perfect.

The highlight of the day was being overtaken by a man dressed as a Christmas tree (fitted with baubles and decorations!) half way through the race... 🎄 

Time to rest for a few days and ask myself: 'what's next?'

Full marathon? 👀

Most people don’t think of Rory Sutherland when they think of personal branding.

They should.

We recently hosted Rory at the Kurogo Studio.

(for David McIntosh Jr. Origin Story Podcast)

A privilege. A masterclass. And a reminder of what an iconic personal brand looks like.

Here’s why Rory’s brand is a blueprint for the rest of us:👇


1/ Distinctness > polish

Many think personal branding is about looking polished.

But Rory doesn’t try to be shiny.

In an era of over-curated content, flooded with AI-written platitudes and billboards with quotes, his brand stands out by being unmistakably human.

Wit.
Charm.
Authenticity.

He has it all in abundance. And his analogies are genius.

Rory doesn’t clean up his edges. He leans into them.

His ‘real-life’ self is his online self. That congruence builds trust - and loyalty.

--

2/ Own ‘one big idea’

For decades, Rory has obsessed over one big idea:

“People don’t make logical decisions”.

He showed up everywhere: talks, books, tweets and now TikTok - with the same message framed a hundred ways.

That’s the magic:

- No clickbait
- No viral hacks
- No gimmicks

Just 'one big idea', told relentlessly well.

--

3/ Be valuable (and entertaining)

Too many experts are either clever or engaging.

Rory is both.

He makes behavioural economics feel like a pub conversation, not a lecture.

And he turns complex truths (his ‘one big idea’) into sticky soundbites.

Because in personal branding, being useful gets attention.  

But being entertaining earns affection.

--

So if you’re building your own personal brand.

Don’t chase followers.

Don’t mimic the masses.

And don’t worry if you haven’t nailed your ‘one big idea’ yet.

I’m certainly still finding my feet (even after being on LinkedIn/socials for 8+ years!)

Just keep showing up, sharing what you see - in a way only you can say it.

Because that’s what Rory does.

And that’s how he’s built something bigger than a personal brand - a lasting impact.

And he deserves it.

--

♻️ Please repost to share Rory’s personal brand blueprint with your network.

PS. Hey, I'm Lewis. COO at Kurogo and Co-Founder at FUNC. I talk about operations, scaling smart and human leadership.

PPS. this was genuinely one of the best days of my career. So glad to make this happen David / Howie

Building a better way to discover, buy and experience functional drinks.

That’s FUNC’s mission.

Here’s why we’re launching an online shop, not another functional product:👇

(for context, we’re pre-launch, so all this thinking is based on my educated assumptions and discussions with industry experts)

My co-founders and I knew one thing:

We wanted to build in the functional drinks space.

The sector is booming.

But we weren’t clear on the right business model.

One thing was obvious - being another functional drinks brand wasn't enough.

What would we create? Electrolytes? A kombucha brand? A CBD drink? Protein shakes? A mushroom-based coffee alternative?

So many phenomenal products already exist - drinks that do good and that people love.

In 2024 alone, 260+ functional drinks hit the market.

Crowded? Yes.

Saturated? Not quite.

But that’s exactly why we paused.

Instead of ‘competing’, we looked for leverage.

How do we create our blue ocean?

That’s why we built a marketplace, not just a brand.

The home of functional.

Your well-known brands to new and emerging products - under one roof.

We exist to:

↳ Help customers discover, buy & experience the best functional drinks
↳ Give new and emerging brands a platform & visibility.
↳ Make better-for-you products more accessible.

Super excited to see it come to life!

—

P.S. This is post #005 of FUNC Files - your peek behind the curtain of building the go-to platform for functional drinks.

Follow Lewis Alexander Baxter (me!) for insights on agency life, entrepreneurship and for behind-the-scenes content of building a D2C + community brand from the ground up. And, follow FUNC (we’re on Insta too)!

I used to hate running through my village of 300 people (even at night)

Now, I run through London, a city of 8.5 million people (during the day)…

And I LOVE it.

If you’d have told me 12 months ago that I’d be running a half marathon this year, I’d have laughed. 

Well… tomorrow is the day! 

I’m running the London Landmarks Half Marathon (raising funds for Child Action Northwest) 

21 km. 

Starting at Downing Street

Along the river to the Tower of London

Then, a winding route through the city

Via the Walkie Talkie, Gherkin, Cheese Grater, Guildhall & the Bank of England. 

Before circling St Paul’s and past Somerset House….

And finally, a (slow) sprint to the finish line at Trafalgar Square.

Sounds like the perfect Sunday!

—

Ps. if you’re able to support, it’d mean the world! Last push! (I’ve put a link below 👇)

No alternative text description for this image

I’ve been building FUNC for the past year.

Here’s one of the biggest lessons so far:

Small details matter. A lot.

And one of the most powerful details to us: the boxing (and unboxing!) experience.

When you’re building a brand, it’s easy to only focus on the big vision:

Bold, bright orange packaging that screams FUNC.

But bold ideas take time.

We’re not there yet - because as a startup, we have to be smart with budgets, MOQs, and what’s possible right now.

So instead, we focus on the small wins.

Marginal improvements.

Version 1 → Version 2 → Version 3

Each iteration of our box gets us a little closer to the experience we’re aiming for.

You might wonder: why care so much about the box?

Because in FMCG and retail, the details speak volumes.

They truly shape how people feel about your brand, your products and whether they come back.

The little things are the big things.

Box by box. 
Detail by detail. 
That’s how the best brands are built.

Ps. here's the 3 iterations of our boxes (so far) - progress! 👀

For the last 7 years, I've spoken to a 90-year-old man every fortnight.

This is the most powerful lesson he’s taught me:

Don’t take the little moments for granted. 

A quick check-in call. 
A laugh around the dinner table.
A shared silence that says everything.

Those are the moments that matter most - 

And they pass by quietly, until one day you realise how priceless they were.

Life moves fast.
Plans change.
People get busy.

But, it’s connection that leaves the biggest impact.

This isn’t meant to be a heavy post.

It’s a gentle reminder.

Make the time. Be present.

Soak up the ordinary joys with the people who mean the most.

Because when you look back, it’s those little, everyday moments that leave the biggest mark.

The most underrated benefit of having a personal brand:

You attract people.

→ Team members
→ New customers
→ Job opportunities
→ Investment opportunities

No matter what your goal is - having a strong brand makes everything easier.

There are people in your team carrying invisible weights

That’s why flexible work matters.

It's not just a 'perk' or a 'trend'.

It's a way to create space for real life - the messy, beautiful, complicated parts of it.

On Tuesday, I shared what flexible work really meant for me.

And since then, I’ve heard from thousands of you.

And one thing is clear - 

There’s more going on behind the scenes than most of us ever see.
 
Grief.
Burnout.
Childcare. 
Care responsibilities.
Mental health challenges. 

The invisible 'stuff'.

The 'stuff' we don’t talk about enough at work.

But it’s there.

Thank you to everyone who commented, engaged with the conversation and shared their stories.  

Let’s keep banging the drum for flexible work.

And to the leaders who can make change:👇 

You won't always see the weight someone's carrying. But you can choose to build in a way that supports it. 

Work should fit into life - not the other way around.

--

♻️ If this resonates, please repost. 

PS. Hey, I'm Lewis. COO at Kurogo and Co-Founder at FUNC. I talk about operations, scaling smart and human leadership.

Perfectionism looks like ambition. But often, it’s fear in disguise.

In law, football, and agency life - it gave me an edge.

It taught me to care.

To push harder.
To be curious.
To ask deeper questions.

But building FUNC has made me look at it differently.

At times, my innate fastidiousness and obsession over every detail has held me back and slowed us down.

(And this has been tough - anyone with Co Founders will understand - each of you moves at different paces)

I’ve caught myself:

- Tweaking fonts that no one notices
- Rewriting copy that already hit the mark
- Delaying decisions for the ‘perfect’ version

All in the name of getting it ‘right’.

But ‘right’ is a moving target - and it’s subjective.

And perfection is just a well-dressed excuse.

A hard truth I’ve realised:

Not launching doesn’t make it better. It just makes it later.

Of course, perfectionism can be a strength.

But only when it’s aligned with progress.

When it starts to block momentum? It becomes fear in disguise.

And (very) recently, my mindset has shifted.

Here’s what I’m learning:

1/ You don’t get real feedback until you go live.
→ Ship it. Learn from it. Improve it.

2/ The details matter - but only to a point.
→ If it won’t move the needle or the customer won’t notice, let it go.

3/ You often don’t need more time. You need more action.
→ Most “waiting” is just fear disguised up as preparation.

I still feel that inner voice - the one that says:

“Wait. Tweak. Add more.”

But I’m learning to push back.

Because done is better than perfect. And momentum matters more than polish.


--

♻️ If this resonates, please repost.

PS. Hey, I'm Lewis. COO at Kurogo and Co-Founder at FUNC. I talk about operations, scaling smart and human leadership.

Not every team social needs to revolve around alcohol.

We’re currently planning our summer social at Kurogo!

And we're trying our best to make sure it’s something everyone can enjoy.

As COO of a remote agency and Co-Founder in the functional drinks space, I know first-hand that:

1/ Not everyone drinks alcohol

2/ Not everyone is neurotypical

3/ Not everyone enjoys overstimulating, loud environments 
(Truthfully? Some days, neither do I)

So when we plan our socials, we do things differently.

We mix it up:

- Strategy sessions
- Games and low-pressure activities
- A night out (for those who want it)

Because when your socials only cater to one type of team member:

You’re not building culture - you’re excluding people from it.

I’d never want anyone in my team to feel sidelined simply because they don’t drink.

The BEST socials create space for team members to:

1/ Switch off and unwind - in a way that feels natural, not forced.

2/ Connect with their colleagues - through activities, games & shared moments.

3/ Show up as themselves - feel seen, without needing to mask, drink or ‘perform’.

(This is particularly important for remote or hybrid companies)

More companies need to stop equating “culture” with “boozy bonding”.

We can - and should - do better.

What’s the best team social you’ve ever been to? 

What’s a team social you’ve attended that actually made everyone feel included? 

Drop your ideas below - we’re taking notes!👇 

--

♻️ Please repost if this resonates!

PS. Hey, I'm Lewis. COO at Kurogo and Co-Founder at FUNC. I talk about operations, scaling smart and human leadership.

Big news, in the world of fitness…

Runna has been acquired by Strava!

Fun fact: the founder Dom Maskell and I went to the same school (small world!). 

Now, earlier this month, I ran my first half marathon.

Training, powered by Runna.

This brand kept popping up on my feed - it was everywhere!

Runna’s rise has been incredible:

→ Raised over £8m in funding, with backing from JamJar Investments, Eka Ventures, and top athletes like Beth Potter and Steph Davis. 

→ Expanded to 180+ countries, and now boasts more American users than British ones!

→ Their team has grown by 248% in the past year alone. to 100+ people and their subscribers 4xed in 2024 🤯

→ Runna is the highest-rated running coaching app on the app store, and one of 3 global finalists of Apple's app of the year.

→ And today, acquired by Strava 🔥 

The brand leveraged the unstoppable power of a community through:

1/ Community challenges
2/ Run clubs in multiple cities
3/ Collaborations that feel human, not transactional
4/ Partnerships with athletes, creators and massive brands like lululemon

In a space crowded with content, Runna doubled down on connection.

As a result, they didn’t just build an app, they built a movement - making running more:

Accessible
Inclusive
Fun

Growth becomes inevitable when you build a whole army of raving fans.

Brand champions + users of the app - rolled into one. 

Incredible watching a company start small, think big, and run with it. 

I’m inspired by Dom’s and Ben’s story.

Get in the room with your ICP.

Sometimes, they’re closer than you think - your friends, family and network.

To truly understand your industry, build an MVP and start solving real problems:

Be curious. 

The best founders and leaders aren’t the ones with all the answers.

They’re the ones who ask the best questions.

Be genuinely curious about your customers - this will take you further than any marketing hack ever will.

Now, imagine you’re in a room with your target audience. 

Here’s 6 (insightful) questions you can ask:

1/ 𝘞𝘩𝘢𝘵’𝘴 𝘵𝘩𝘦 𝘣𝘪𝘨𝘨𝘦𝘴𝘵 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦 𝘺𝘰𝘶 𝘧𝘢𝘤𝘦 𝘸𝘪𝘵𝘩 [𝘱𝘳𝘰𝘣𝘭𝘦𝘮 𝘺𝘰𝘶𝘳 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘴𝘰𝘭𝘷𝘦𝘴]?
(Uncovers pain points and unmet needs)

2/ 𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘤𝘶𝘳𝘳𝘦𝘯𝘵𝘭𝘺 𝘴𝘰𝘭𝘷𝘦 𝘵𝘩𝘪𝘴 𝘱𝘳𝘰𝘣𝘭𝘦𝘮?
(Reveals existing solutions and competitors)

3/  𝘞𝘩𝘢𝘵 𝘥𝘰 𝘺𝘰𝘶 𝘸𝘪𝘴𝘩 𝘦𝘹𝘪𝘴𝘵𝘦𝘥 𝘵𝘩𝘢𝘵 𝘥𝘰𝘦𝘴𝘯’𝘵 𝘵𝘰𝘥𝘢𝘺?
(Sparks new product or feature ideas)

4/ 𝘐𝘧 𝘺𝘰𝘶 𝘩𝘢𝘥 𝘢𝘯 𝘶𝘯𝘭𝘪𝘮𝘪𝘵𝘦𝘥 𝘣𝘶𝘥𝘨𝘦𝘵, 𝘩𝘰𝘸 𝘸𝘰𝘶𝘭𝘥 𝘺𝘰𝘶 𝘴𝘰𝘭𝘷𝘦 𝘵𝘩𝘪𝘴 𝘱𝘳𝘰𝘣𝘭𝘦𝘮?
(Shows what an ideal solution looks like, without constraints)

5/ 𝘞𝘩𝘢𝘵 𝘮𝘢𝘥𝘦 𝘺𝘰𝘶 𝘤𝘩𝘰𝘰𝘴𝘦 [𝘢 𝘤𝘰𝘮𝘱𝘦𝘵𝘪𝘵𝘰𝘳 𝘰𝘳 𝘢𝘭𝘵𝘦𝘳𝘯𝘢𝘵𝘪𝘷𝘦]?
(Helps you understand decision-making and positioning)

6/ 𝘏𝘰𝘸 𝘸𝘰𝘶𝘭𝘥 𝘺𝘰𝘶 𝘥𝘦𝘴𝘤𝘳𝘪𝘣𝘦 [𝘺𝘰𝘶𝘳 𝘱𝘳𝘰𝘥𝘶𝘤𝘵/𝘴𝘦𝘳𝘷𝘪𝘤𝘦] 𝘵𝘰 𝘢 𝘧𝘳𝘪𝘦𝘯𝘥?
(Reveals real-world messaging and perception)

Stop guessing. 
Start listening.

Curiosity and being observant has shaped so much of how I build. 

Your customers hold the answers - if you take the time to ask and listen.

Be known for one thing.

Not everything.

Not a bit of everything.

Just one, clear, valuable subject area.

For example:

→ The go-to for paid media
→ The ops specialist that scales agencies
→ The founder who helps brands get stocked in retail

When people know what you’re great at:

1/ They trust you
2/ They remember you
3/ They refer you

Clarity > complexity.

And in business, the clearest offer wins.


--

PS. Hey, I'm Lewis. COO at Kurogo and Co-Founder at FUNC. I talk about operations, scaling smart and human leadership. Repost to help your network grow 🔁 and follow Lewis (me!) for more.

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