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PR feels like an unquantifiable luxury when you're trying to hit profitability. But Harrison Duhr has helped hundreds of startups use media to drive actual business outcomes - fundraising, hiring top talent, and landing ideal customers. As Head of North American Brand at London and Partners, Harrison's secured coverage in CNBC, Bloomberg, Fortune, and TechCrunch for startups scaling between the UK and US. But his approach completely flips the traditional PR playbook. Here's what makes this different: Harrison's not talking about press releases or chasing tier-one publications on day one. He's showing you how the PR landscape has fundamentally shifted - and why the independent media trend is where smart founders are focusing their energy now. You'll learn: Why Wall Street Journal coverage isn't the right first move (and what actually builds momentum) The independent media opportunity that's wide open right now - and why journalist-turned-founders are your ideal partners How to build PR relationships that tangibly support fundraising rounds, customer acquisition, and hiring The one tactic that puts you in rooms with investors and ideal customers without any cold outreach Why testing your narrative internally comes before pitching externally The cultural nuance between pitching in New York vs. London that trips up most founders The reality check: This isn't quick-win PR. Harrison built a Bloomberg partnership over 8 months. But those relationships compound - they drive business outcomes, not just vanity metrics. If you've been treating PR as "nice to have," this episode shows you exactly how to make it drive revenue. One action: Listen to the end for Harrison's single recommendation every founder should act on immediately. Questions? Email [email protected] or find us on LinkedIn. More from James: Connect with James on LinkedIn or at peer-effect.com

After 9 conversations with entrepreneurs and business leaders, three patterns emerged about scaling successfully. In this Season 5 recap, I share the key lessons from conversations with founders like Mark Shepherd (Gathr), George Sullivan (Sole Supplier), and Gaurav Bhattacharya (Jeeva AI), plus insights from Darcy Martin (Outward VC) and Steve Duncan (C Studios). The 3 patterns: Pattern 1: Vulnerability is the unlock, not the weakness Mark launched a 10,000-member community with a LinkedIn post about mental health. Asim went from contemplating suicide to building mental health platform Plumm. Kate lost passion until she invested in personal development. The insight? Successful founders admit "I'm struggling" instead of projecting false certainty. Pattern 2: Strategic resource allocation beats grinding George turned down VC investment knowing it would break him. Gaurav walked away from $2.5M ARR to pivot (now 300 customers in 9 months). Steve's Monday WIN list connects weekly tasks to annual goals. The insight? Real resilience is saying no strategically. Pattern 3: Peer learning accelerates growth Mark built his business around genuine peer connections. Darcy helped one founder get their first US enterprise client through a single introduction. The insight? No one scaled alone - everyone mentioned coaches, mentors, or peer groups. Here's the thing: These patterns work together. You can't access peer learning without vulnerability. You can't allocate resources without outside perspective. You can't be vulnerable without psychological safety. Your challenge: Pick one pattern and do one thing this week - have one honest conversation, create your Monday WIN list, or make three specific asks to your network. Season 6 launches in 2026. Subscribe so you don't miss it. More from James: Connect with James on LinkedIn or at peer-effect.com

LinkedIn feels noisier than ever. AI posts, surface-level expertise, endless scroll. So is it still worth your time as a founder? James Johnson and Freddie Birley tackle the question: should you still be posting on LinkedIn in 2025, or is there a better way to build your personal brand? The honest answer: It depends on what you're trying to achieve. Are you building for speaking opportunities? Attracting clients? Hiring talent? Or just holding yourself accountable to write? The strategy changes completely based on intention - and most founders skip this step. What you'll learn: Why the more you use LinkedIn, the worse it feelsThe exact question to ask before spending another hour on social mediaHow to know if LinkedIn is right for your goals (or if you're wasting time)The 80/90% delegation model that cuts your time from 10 hours to 1 hour/weekAlternative ways to build personal brand without LinkedInWhy committing to one strategy beats trying 500 things at onceKey insight: Personal brand ≠ LinkedIn. If you've decided it's right, commit fully. But if you're doing it because "everyone says you should" - pause. More from James: Connect with James on LinkedIn or at peer-effect.com

Your VCs have hidden value beyond capital. Most founders never ask for it. D'Arcy Martin has been Head of Platform at Outward VC for six years. She's watched hundreds of funding rounds close. And there's one pattern she sees: founders who treat VCs like a bank account versus founders who extract every ounce of value. The difference? They ask. In today's episode, I'm joined by D'Arcy Martin, who sits at the intersection of founders, LPs, and portfolio companies at Outward VC. Her job is connecting dots most founders don't even know exist. LP introductions that become your biggest clients. Portfolio partnerships that unlock new markets. Co-investor networks that solve your hardest problems. But here's the thing: if you don't ask, you don't get. The hidden benefits we unpack: Why you should reference-check your VCs before signing (and how to do it)What value adds beyond capital: sector expertise, LP networks, portfolio ecosystemsWhy VCs are startups too (and what their fundraising journey means for you)How to build your dream funding round (and which specialisms to prioritise)Why some founders get way more attention than othersThe "Christmas list" strategy: What to ask for right nowD'Arcy shares the story of one founder who sat down for a catch-up, shared they were selling to similar customers as another portfolio company, and D'Arcy connected them. Today they're doing a joint partnership and it's one of their first enterprise clients in the US. 👆 If you've raised capital (or you're about to), and you want to know how to extract way more than just money from your investors, this conversation shows you exactly what to ask for. About D'Arcy Martin D'Arcy Martin is Head of Platform at Outward VC, where she's been for six years – almost from the fund's first close. Starting during a graduate rotation programme at a bank that was a founding LP, Darcy convinced the team to let her stay beyond the three-month rotation. She's tried every role in the fund and built what "platform" means at Outward from the ground up. More from James: Connect with James on LinkedIn or at peer-effect.com

"You're in it together, then you're on a pedestal, then you're a statue." In this Post Bag episode, James and Freddie Birley tackle one of the most honest questions we've received: Why does success often feel more isolating than the early startup days? From sitting in rubbish pubs with your first team believing in the vision, to suddenly being on a pedestal where everyone expects you to have all the answers, to becoming a "company relic" that new hires have never even met - the journey of scaling can be lonely. But here's what makes this conversation different: we don't just acknowledge the loneliness; they show you why it's normal, why it sometimes serves you, and most importantly, how to fill that deficit in your life. Together we unpack: Why early-stage camaraderie is so powerful (and why it can't last forever)The three stages of founder isolation: in it together → on a pedestal → becoming a statueWhy your team can't be your friends at a certain scale (and that's okay)How projections and expectations create distance even when you're surrounded by peopleThe trap of trying to "get back" to your old life vs creating a new oneWhy vulnerability is required to build new connections (even when it's uncomfortable)Practical strategies for re-cultivating connection outside your business👆 If you've ever felt like you've scaled yourself into isolation, or you're five years in and realizing you've lost touch with everyone outside your business - this conversation will help you see it differently. More from James: Connect with James on LinkedIn or at peer-effect.com

Your business is running you. Not the other way around. Steve Duncan spent 20 years in the same company but built three different businesses. His secret? He stopped playing defense and started playing offense. Here's what that actually means: You're either dictating what happens in your business, or you're reacting to everything thrown at you. One feels like control. The other feels like drowning. In today's episode, I'm joined by Steve Duncan, Managing Director of C Studios. After starting as an intern, Steve has launched three entrepreneurial ventures by staying on offense – even when everything around him screamed "just react and survive." The frameworks we unpack: Instinct vs impulse: One builds your business, the other destroys itThe activator trap: Why fixing everything immediately keeps you stuckThe 10-minute rule: Why breakthrough thinking feels unproductive at firstThe Monday WIN list: What's Important Now (and how it connects to your annual goals)When playing defense is actually okay (and how to get back on offense fast)Steve's view is simple: You can never be on offense all the time, but aim for 60/40, maybe 70/30 on a good week. When you're only spending 20-30% of your time on offense, that's where it gets concerning. 👆 If you're drowning in reactive mode, constantly putting out fires, or feel like you've lost control of your week, this episode gives you the exact framework to take it back. About Steve Duncan Steve Duncan is Managing Director of C Studios, a place marketing agency working with destinations like Austria, New York, Amsterdam, and Puerto Rico. After starting as an intern 20+ years ago, he's stayed within the same company family by being given three entrepreneurial opportunities. His latest venture launched a European subsidiary three years ago, proving that sometimes the grass is greener when you water your own side. More from James: Connect with James on LinkedIn or at peer-effect.com

"How do you separate your identity from the company's success or failure?" That's Alex's question – and it's one every founder grapples with, especially in those vulnerable early stages. Welcome to the Peer Effect Post Bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we explore the dangerous trap of calling your business "your baby," why that language might be taking critical options off the table, and how to create healthy separation between yourself, your team, and your company. In this episode, we unpack: Why your identity and company identity need to be separate circles (with your team as the third)The danger of calling your business "your baby" and when that language stops serving youHow to know when your identity is helping versus harming you and the companyWhy "I'm only successful if my company is successful" can keep you stuckThe three-tier check: Is this serving me? My team? My company?Plus, Freddie shares her emotional journey of putting her flat on the market after six years and what it taught her about change and timing. 👆 If you're struggling to separate yourself from your company's performance, or wondering whether your attachment is helping or harming you, this conversation will give you a framework for healthier founder psychology. Got a question for the Post Bag? Send it to [email protected] More from James: Connect with James on LinkedIn or at peer-effect.com

"We were adding customers, losing customers, adding customers, losing customers. We were stalling." Gaurav Bhattacharya had $2.5M ARR and 50 customers. On paper, things looked fine. But momentum wasn't there. Instead of pushing harder, he split his company in two – and nine months later, Jeeva AI had 10,000 users and 300 enterprise customers. In today's episode, I'm joined by Gaurav Bhattacharya, Founder and CEO of Jeeva AI. After successfully exiting his first healthcare AI startup, Gaurav spent five years building a data intelligence platform to $2.5M ARR before recognising it would never become the great business he wanted. His solution? Split the team in two – one to keep the lights on, one to prove product-market fit for a completely new idea. The result was Jeeva AI, a sales intelligence tool that exploded to 10,000 users in nine months. Together we unpack: How to decide when a "good" business will never become greatThe two-team strategy: keeping lights on whilst proving new product-market fitWhy pattern recognition is the most underrated founder skillHow to pivot without killing team morale or burning investor relationshipsThe shift from enterprise sales to PLG (and why it required completely different muscles)👆 If your business is functioning but not truly moving, or you're wondering whether it's time to pivot, this conversation will give you a framework for thinking through your next step. About Gaurav Bhattacharya Gaurav Bhattacharya is the Founder and CEO of Jeeva AI. After successfully exiting his first healthcare AI startup, Gaurav spent five years building a data intelligence platform to $2.5M ARR before pivoting to Jeeva AI – a sales intelligence tool that grew to 10,000 users and 300 enterprise customers in nine months. His journey proves that knowing when to walk away is as important as knowing when to persist. Connect with Gaurav Bhattacharya on LinkedIn: https://www.linkedin.com/in/gaurav-agentic/ More from James: Connect with James on LinkedIn or at peer-effect.com

"When everything looks like it's working, how do you avoid getting complacent?" That's Sarah's question - and it's the dream problem most founders wish they had. Welcome to the Peer Effect Post Bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we explore what happens when you finally reach that rare moment where nothing's on fire, your team is stable, clients are happy, and your numbers look good. The question is: how do you use that gift of time without falling into complacency or wasting the opportunity? In this episode, we unpack: Why it's so rare for founders to feel like everything's working (and why you should celebrate when it happens)The difference between urgent tasks and important non-urgent work that drives real impactHow to shift from executor mode to creator mode when the fires aren't burningWhy "slow is smooth and smooth is fast" – and how to use breathing room strategicallyThe importance of gathering feedback and reconnecting with your team during calm periodsPlus, James and Freddie discuss the founder isolation paradox – how coaches support 10-12 founders whilst having no one to support them, and why peer networks matter. 👆 If you're in that rare moment where things feel stable, or you're wondering how to make the most of breathing room when you finally get it, this conversation will help you turn that gift into a strategic advantage. Got a question for the Post Bag? Send it to [email protected] More from James: Connect with James on LinkedIn or at peer-effect.com

"78% of salespeople miss their sales targets. That means your entire revenue forecast is riding on just 22% of your team." That's the brutal reality Matt Milligan discovered after spending years in go-to-market transformation – and it's what drove him to build Uhubs, a company that's now helping teams achieve 83% increases in revenue per head. In today's episode, I'm joined by Matt Milligan, CEO and Co-founder of Uhubs, Forbes 30 Under 30 honouree, and former professional golfer. After playing on the IGT tour in South Africa, Matt moved into consulting at EY, where he built their startup network and observed the massive gaps in how companies hire, enable, and manage their sales teams. His solution? Combine quantitative data, qualitative assessments, and call recording analysis to identify what actually separates high performers from the rest – then use AI to create roadmaps that close the gap. Together we unpack: Why relying on Salesforce dashboards alone misses the human component driving performanceHow first-time managers are the single greatest point of failure in most organisationsWhy managers spend all their time with underperformers (and how that kills your A players)The three data sources you need to truly understand what makes your best sellers greatWhy gut-feel hiring is killing your growth (and what to do instead)👆 If you're a founder struggling to scale your GTM team, wondering why most of your sellers underperform, or trying to figure out where to invest your training budget, this conversation will give you a framework for driving real performance improvement. About Matt Milligan Matt Milligan is the CEO and Co-founder of Uhubs, a company helping revenue leaders identify and close performance gaps in their go-to-market teams. After a season as a professional golfer on the IGT tour in South Africa, Matt moved into consulting at EY where he built their startup network and cut his teeth on sales and go-to-market transformation. Recognised in Forbes 30 Under 30 and with Uhubs named Rising Star at London Tech Week, Matt has spent five years proving that you can use data and assessment to help companies achieve up to 83% increases in revenue per head. Connect with Matt Milligan on LinkedIn: https://www.linkedin.com/in/matt-milligan/ More from James: Connect with James on LinkedIn or at peer-effect.com

"We're profitable, but VCs keep approaching us. Should I take their money or stay independent?" That's the question from Neil that kicked off this Post bag episode – and it's one that keeps founders up at night. Welcome to the Peer Effect Post bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we dig into the VC funding vs bootstrapping debate, exploring why profitable founders still consider taking investment and what really matters when making this decision. In this episode, we unpack: Why you need to get clear on what you actually want before considering VC moneyThe hidden reality of "giving up control" and what that really means day-to-dayWhy the grass always looks greener (VC founders want profitability, bootstrap founders want funding)How to evaluate if VC money is a vehicle for what you want or a distractionThe shift from executor to creator as you scale and how that affects your decisionPlus, Freddie shares her thoughts on presence, quality over quantity, and why being fully present transforms both relationships and business outcomes. 👆 If you're wrestling with whether to take funding, feeling the pull of VC validation, or wondering if there's a "right" path, this conversation will help you think through what's actually right for you. Got a question for the Postbag? Send it to [email protected] More from James: Connect with James on LinkedIn or at peer-effect.com

"The realisation that I wasn't the best person for the job anymore was a big one." Kate Sikora hit the 8–10 person tipping point in her business and realised everything had to change, including herself. What followed was a three-year journey from Kate 1.0 to Kate 3.0, transforming not just how she led, but the entire trajectory of Noble Performance. In today's episode, I'm joined by Kate Sikora, Managing Director of Noble Performance, a Bristol-based SEO and search agency. After growing the business past that critical 8–10 person mark, Kate discovered that the scrappy, wear-all-the-hats approach that got her there was now breaking the business. Her solution? Invest in herself first – leading to less stress, more trust, better clients, and a team with genuine autonomy. Along the way, she also became a ceramicist (pottery throwing, not throwing pottery at people). Together we unpack: Why the 8–10 person mark is a critical tipping point that requires complete reinventionHow stress management and delegation aren't about control – just different types of controlWhy revisiting your values can completely reposition your business and client profileThe concept of "speed of trust" and how it determines your growth rateHow bringing your whole self to work (including vulnerability and flaws) makes you a better leader👆 If you're approaching that 8–10 person mark in your business, or feeling like you're becoming the bottleneck, this conversation will show you how personal development directly impacts business performance. About Kate Sikora Kate Sikora is the Managing Director of Noble Performance, a Bristol-based SEO and search agency. After hitting the critical 8–10 person growth phase, Kate embarked on a transformative personal development journey that she calls evolving from Kate 1.0 to Kate 3.0. This wasn't just about leadership skills – it was about stress management, values clarification, and learning to bring her whole self to work. The result? A complete repositioning of the business, attraction of higher-quality clients, and a team that thrives on autonomy and trust. She's also recently taken up pottery throwing as the ultimate form of escapism. Connect with Kate Sikora on LinkedIn: https://www.linkedin.com/in/katesikora/ More from James: Connect with James on LinkedIn or at peer-effect.com

"What got you here won't get you there." James Johnson and Freddie Birley tackle the question: How do you scale yourself as a leader without losing what made you effective in the first place? In this Post Bag episode, James and Freddie explore the tension between staying authentic and evolving as your company grows. They unpack why some founders thrive in the scaling phase while others feel completely drained, how to design your role around what energises you (not what you "should" do), and why comparing yourself to founder archetypes like Elon Musk or Steve Jobs is a trap. The conversation also dives into Taylor Swift as a case study in reinvention (yes, really), the danger of judging your messy internal world against everyone else's polished external one, and why brutal self-awareness is your superpower. Together they unpack: Why the survival phase skills become detrimental during scalingHow to stay "in" the business without being stuck "in" the businessThe founder archetype trapWhy burnout happens when you're not attuned to what energises youHow to design your role around your strengths instead of "what a CEO should do"👆 Struggling to scale yourself as a leader? Send your founder questions to [email protected] About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work. More from James: Connect with James on LinkedIn or at peer-effect.com

"I don't want to live a stressed out human experience. Mental health isn't a luxury – it's survival." Asim Amin built Plumm, a Series A HR platform with 40+ team members, after standing on his balcony three nights in a row contemplating suicide. His journey from that dark place to building the future of work reveals a truth most founders won't admit: the mental health crisis is real, it's hidden, and it's getting worse. But there's a path forward that combines AI innovation with genuine care for people. In today's episode, I'm joined by Asim Amin, founder and CEO of Plumm, an HR platform that started with mental health at its core and has evolved into a comprehensive people solution. After his mother's battle with depression, his own mental health crisis, and recently suffering a heart attack at a young age, Asim understands the direct link between mental wellbeing and physical health. His approach to building Plumm combines cutting-edge AI with a people-first philosophy – proving you don't have to choose between innovation and humanity. Together we unpack: Why we're sitting on a mental health epidemic that founders are hiding behind LinkedIn postsHow his heart attack revealed the physical toll of ignoring mental healthWhy Plumm pivoted from pure mental health to full HR platform during the cost of living crisisHow to have honest conversations with your team about AI without creating fearWhy upskilling people for AI is about doing more, not replacing them with less👆 If you're a founder struggling with the pressure to "just push through," or wondering how to bring AI into your business without losing the human element, this conversation will give you a framework for building the future of work without sacrificing your wellbeing or your team's. About Asim Amin Asim Amin is the founder and CEO of Plumm, a Series A HR platform with over 40 team members. After experiencing severe depression and suicidal thoughts following property investment losses, Asim channelled his recovery into building a business that addresses the mental health epidemic he saw around him. When COVID brought mental health conversations to the forefront, Plumm grew exponentially – but the cost of living crisis forced a strategic pivot to a full HR platform. Today, Plumm combines mental health support, upskilling, coaching, and HR tools, proving that people-first and AI-forward aren't opposing forces. Connect with Asim Amin on LinkedIn: https://www.linkedin.com/in/asimamin/ More from James: Connect with James on LinkedIn or at peer-effect.com

"I'm struggling to let go of control as we grow. How do I trust my team without everything falling apart?" Elizabeth's question exposes the founder's dilemma: you can't scale by doing everything yourself, but delegation feels terrifying. James Johnson and Freddie Birley tackle the pendulum swing from idealistic trust to micromanagement - and how to find equilibrium. In this Post Bag episode, James and Freddie explore why founders feel out of control, why that drives destructive behaviors, and how to replace control with clarity and context. They unpack the myth of the perfect culture, why hiring the wrong person can actually be valuable, and what "structured freedom" really means. Together they unpack: Why founders swing from "no KPIs" idealism to micromanagement hellThe difference between controlling outcomes versus controlling inputsHow to replace control with clarity, context, and the right ritualsWhy hiring the wrong person can teach you what great actually looks likeThe culture choice: accepting you'll get burned sometimes versus controlling everything👆 Struggling to delegate without losing control? Send your founder questions to [email protected] or find Freddie Birley on LinkedIn. About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work. More from James: Connect with James on LinkedIn or at peer-effect.com