AJ
scale with soul
AJ is a serial entrepreneur and passionate student of startups. After a decade of spending countless hours and money building companies, most of which failed, he went back to basics and surrounded himself with entrepreneurs decades further ahead of him. He ran a deeply connected community of 400 entrepreneurs in the UK and realised how little he knew about the art and science of company building. At this intersection of relationships and company building is where AJ has found the key to success. If we don't understand people, we don't understand business. But people are hard to understand.......
Where to listen?
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Episodes
No.1 Neuroscientist: The Problems With Goals (& What To Do Instead) 16.12.2025 1:13:14
No.1 Neuroscientist Anne-Laure Le Cunff shares the theory behind her book Tiny Experiments, which includes the problems with goals as we know them today. She is an entrepreneur, whose first startup failed after she left her comfortable job at Google, but now has a thriving content business, Ness Labs, alongside her research as a neuroscientist at Kings College London. We dove into a range of topic...
Ex-COO of Monzo: What Collapses When You Scale Too Fast 11.12.2025 1:26:15
Cherrypick Discount Code: https://alpha.lollipopai.com/codes/soul50 Tom Foster Carter is the Ex-COO of Monzo and a serial entrepreneur. He joined Monzo as COO at Series A and helped them scale to become a £1 billion unicorn, before leaving to start his next startup Cherrypick. He's a startup and business weapon which you can tell through this interview where we cover... Episode Chapters: 0:00...
The Psychology Of Meaningful Marketing - Maya Moufarek 19.11.2025 1:23:09
Maya Moufarek is a Full Stack meaningful marketing expert, with decades of experience from companies like Google, Amex, Not On The High Street, and then the company she was the founding CMO of, Pharmacy2U (which raised $300m and is the 3rd largest pharmacy in the UK). How do we have to evolve as the company evolves? How do we think about our business' marketing from a high level? What biases d...
£100m CEO Superpowers & Shadow Sides | Aron Gelbard, Bloom & Wild 17.11.2025 1:26:42
Aron Gelbard is the CEO of the £100m revenue startup, Bloom & Wild, a flower delivery company operating across Europe. In this interview he shares his work styles and shadows as a entrepreneur and a look inside a unicorn startup business. 📖 Chapters 00:00 - What does inefficient work look like? 07:45 - CEO = Upside Down Pyramid 09:26 - Core Value: Care Wildly 14:37 - World Class Customer Serv...
Find Calm In The Startup Chaos - Karolina Pelc, BeyondPlay 13.11.2025 1:35:13
Karolina Pelc is the author of HerPlay, and the Founder and ex-CEO of the startup BeyondPlay, which was acquired by FanDuel. She has been through the startup storm and has come out the other side with methods for finding calm. 📖 Chapters 00:00 - Karolina Pelc 01:02 - Intensity As A CEO 04:22 - "You Think You're So Tough?" 06:48 - Addiction To Doing & Parenting 15:20 - Deep Inter...
Nick Jenkins - The Marketing Secrets Behind The $Billion Business, Moonpig 11.11.2025 1:20:09
Moonpig is valued at over a $Billion and the founder, Nick Jenkins, reveals all his marketing and business secrets in this rich and insightful interview! Nick is a marketing wizard and here he delivers a masterclass in business and marketing as well as... 📖 Chapters: 00:00:00 - Intro 00:00:49 - What Will you Do When You Grow Up? 00:01:48 - What is next to be learnt? 00:02:28 - Lessons from living...
Public Company CEO on Trauma, Trust & Leadership Identity | Devika Wood 07.11.2025 1:36:55
Devika Wood is the CEO of the public company Brain+, who are leaders in improving dementia care. She is also one of the most honest and vulnerable founders I have ever interviewed. In this interview she not only shares her deep inner world and trauma experiences, but also an exclusive summary of a court case involving her previous startup, and a deep betrayal of trust. 📖 Chapters 00:00:00 - A let...
50 Founder Interviews. £100k Spent. 15 Hard Lessons. 1 Hour 06.11.2025 1:00:04
A 15-lesson reflection on £100k spent, 18 months, over 50 interviews with some world class entrepreneurs. This is a very open and honest look under the hood into what it takes to create a podcast business. I've been focusing on founder interviews because I wanted to learn what it takes to create a great company and build an audience at the same time. I definitely learned one of them.... the ha...
WeWork's Co-Founder Breaks His 5-Year Silence (Exclusive) 29.08.2025 2:30:36
WeWork's Cofounder, Miguel McKelvey, shares the most vulnerable, insightful and rounded account of WeWork in his first interview since the startup's dramatic collapse 5 years ago. 📖 Chapters - In this interview we cover... 00:00 - The Guilt Of WeWork & How To Let Go 15:40 - What Does Changing The World Actually Mean? 22:03 - Business And Community Tensions 27:36 - What Does Community Actually...
How Drowning Forced Me to Lead | Louise Hill - GoHenry 28.08.2025 1:08:10
When GoHenry's founder hit rock bottom, she was drowning... She realised that the single point of failure was her. At 6am every morning, that familiar sick thump of dread would hit. Here's how she built her company from the ground up, faced rejection from her own board, and emerged stronger than ever. 💡 What you'll learn in this episode: ▪️ How to identify and eliminate dangerous "single points o...
I Was Miserable As CEO | Sam Knight - Exec Coach 27.08.2025 1:21:52
Most founders think they can figure it out alone - until they crash. Sam Knight was "very, very resistant" to coaching, convinced it was just "talking about feelings." Then his friend forced him to try it... This is the story of how losing his father at 15 shaped his leadership blind spots, and why facing them transformed both his company and his life. 🧠 What You'll Learn ▪️ The performance manag...
Europe vs US: Where To Scale Your Startup | Carolyn Dawson - Founders Forum Group 27.08.2025 54:50
Most founders don't realise the biggest barrier to scaling isn't capital or talent — it's learning when to let go. Carolyn Dawson built a 10,000-person founder community by understanding this one truth: The best leaders know exactly when to stop being indispensable. In this interview you’ll discover what is needed to choose between entering the US vs Europe startup sector. 🧠 What You'll Learn: ▪️...
When To Fire Yourself As CEO | Evgeny Shadchnev - Founder Of Makers & Exec Coach 15.08.2025 1:17:01
He built a company to millions, hired someone better to run it, and walked away. Why stepping down as CEO can be your greatest act of leadership. Most founders cling to their CEO titles long after they've outgrown the role. Evgeny Shadchnev did the opposite. He recognised the misalignment, planned his exit over 14 months, and handed the keys to someone who could scale what he'd built. What he soon...
How To Hire Startup Rockstars | Freddie Birley - Founder Coach 12.08.2025 50:40
If you want to help Freddie's research on founders please fill this out: https://forms.gle/jLiW7TJBniXQfDRK8 Most founders obsess over their company metrics while completely ignoring their own performance metrics. What if the secret to scaling your startup isn't just building better systems, but becoming a better human? Finder coach Freddie Birley has spent years studying what separates venture-ba...
My Ego Nearly Killed My Startup | James Roycroft-Davis 09.08.2025 1:11:38
Most founders won't talk about this… But the line between grandiose confidence and dangerous delusion is thinner than you think. James Roycroft-Davis stood on Putney Bridge, hearing voices telling him to jump, before discovering his bipolar diagnosis would become his greatest teacher. This is the unfiltered story of how ego, untreated mental health, and founder identity nearly destroyed everything...
Most Startups Get This Wrong: Growth Vs Scale | Neda Sahebelm - Keshty 07.08.2025 1:32:07
What does it really takes to SCALE (not just grow...)? Neda Sahebelm was an early joiner at Multiverse, achieving 98% retention and 50% diversity in her teams, whilst delivering multiple £20M quarters. Growth is doing more with more. Scale is doing more with less. In this episode she reveals the system that transforms chaos into high-performing teams. 🧠 What You'll Learn ▪️ Growth vs Scale: The d...
Why Your Outer Voice Is Your Biggest Threat | Soheil Ahmadzadeh - Coach 01.08.2025 1:03:12
A Universe Class Coaching Session... This is an insight into the framework to separate your inner wisdom from the fear-based voices that keep you small. This isn't therapy. It's reconnecting with your humanity. 🧠 What You'll Learn ▪️ The “5 Pillars of Connection” that transform any relationship ▪️ 9 Steps to identify "outer voices" Vs your authentic inner voice ▪️ The visualisation technique that...
Her Goal: Billionaire + World Champion + Zen | Jodie Cook - Coachvox 30.07.2025 1:49:57
A Billionaire AND World Champion Powerlifter? Jodie Cook, after selling her agency for 7-figures, is now building Coachvox whilst training to be a world champion. And the secret isn't talent, it's systems. This discussion explains how to crack the code on any goal; why Jodie never looks at competition; and the exact framework that's taking her to the top of two completely different games. 🧠 What...
"In Startups, Kindness = Strength" - Investor | Marcus Exall 26.07.2025 1:10:35
The "ruthless" business world tells us kindness is weakness – but what if that's backwards? Marcus Exall has built a reputation as one of the most respected angel investors in the world, not through aggression, but through genuine care for founders. His approach challenges everything we think we know about succeeding in startups. 🧠 What You'll Learn ▪️ Why treating kindness as strength (not weakn...
From 80 VC Rejections to Rejecting VCs | Atilana Piñon - Retorna 23.07.2025 1:11:11
How to comeback from over 80 VC rejections. Atilana Pinon, CEO & Founder of Retorna, went from constant rejection to investors fighting for her, all by telling her story. 🧠 What You'll Learn In This Episode: ▪️ How to shift the power dynamic with VCs ▪️ The research framework that identifies aligned investors before you waste time ▪️ Why being profitable before fundraising is the ultimate neg...
The #1 Startup Killer No One Talks About | Orr Vinegold - Unrest 18.07.2025 1:11:13
Why do most startups fail? Harvard's largest startup study reveals this as the #1 cause of failure, yet most founders don't realise. Orr Vinegold, CEO of Unrest, has built an entire programme around solving this hidden crisis. 💡 What You'll Learn: ▪️ Why interpersonal issues kill more startups than any other factor ▪️ How to separate your ego from your business before it becomes toxic to your tea...
How One Phone Call Raised £6.5M in 7 Days | Mai Le - SAPI 16.07.2025 1:06:39
After 70 rejections and six months of pain, Mai Le made one phone call that changed everything. She asked for help for the first time in her life, and raised £6.5M in seven days. This is the unfiltered story of how a hyper-independent founder learned that sometimes all it takes is one person with conviction. 💡 What You'll Learn ▪️ How to turn 70 rejections into a £6.5M round in one week ▪️ How to...
How Not To Save Your Company & Activism vs Entrepreneurship | James Lo - Ethos 14.07.2025 1:44:40
Most founders talk about near-death experiences, but few admit the brutal truth: sometimes the company survives, but you lose pieces of yourself you can never get back. James Lo had 2 weeks left before bankruptcy, watched a team member become a stalker after layoffs, and wrestled with whether building venture-scale companies requires abandoning your deepest values. This is his unfiltered reckoning...
Why Most Brands Die When They Scale | Bryony Simpson - WePioneer 11.07.2025 1:27:10
Most founders don't realise they're killing their brand until it's too late. The very growth they're chasing becomes the poison that destroys what made customers fall in love with them in the first place. Bryony Simpson has spent 20 years watching brilliant startups scale themselves into irrelevance—and she knows exactly why it happens. 🧠 Critical Founder Insights What You'll Learn: ▪️ Why 90% of...
The 3000% Overnight Revenue Drop | Rob Bridgman - SNUG 09.07.2025 1:33:41
Startups are meant to be rocket ships - some reach outer orbit… Others crash back down to earth in a ball of flames Rob Bridgman built Snug from £1M to £31M revenue in just three years, only to watch it nearly collapse overnight when the market turned. This is the unfiltered story of what it really takes to survive as a founder when everything falls apart. 🧠 What You'll Learn: ▪️ How to build cha...
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