Your best marketing content creators probably aren't who you think they are.

Most founders assume it has to be them. They overlook the thought leaders already inside their team. They default to safe, scripted content that feels awkward and inauthentic.

But what if the future of marketing wasn’t about personal branding at all…

What if it was about empowering your entire team?

In today’s episode, I’m joined by Katie Street, founder and MD of Street Agency and host of the chart-topping podcast Marketing in the Madness.

Katie works with some of the world’s top marketing tech companies and believes we're at a turning point—where brands that don’t show up with real, human content will get left behind. In an AI-driven world, authenticity and trust are your unfair advantage. And if you’re not visible, someone louder (and less qualified) will be.

Together we unpack:

• How to move beyond founder-led content to team-powered marketing
• Why authentic, human content beats polished scripts every time
• Shifting from a scarcity mindset to one of empowerment when leading your team
• The rising importance of in-person events in an AI-driven world

👆 If you're a founder or leader looking to scale your marketing authentically, connect with us below.

About Katie Street

Katie Street is the founder and MD of Street Agency, an award-winning sales and marketing expert with recognition from BD 100, The APHIS and Beamer. She's also a passionate advocate for women in business and host of the "Marketing in the Madness" podcast. Katie's expertise lies in transforming traditional marketing approaches into authentic, people-powered strategies that actually convert.

Connect with Katie Street on LinkedIn.

More from James:

Connect with James Johnson on LinkedIn or at peer-effect.com

More from James:

Connect with James on LinkedIn or at peer-effect.com

Most founders wait too long to think about partnerships.

They wait until sales hit a ceiling.
Until delivery starts to buckle.
Until the team is stretched too thin.

But what if partnerships weren’t a backup plan?

What if they were the foundation of scale?

In today’s episode, I’m joined by Stefan Ross, a go-to-market operator who’s built revenue and partnership functions from seed to pre-IPO.

Together we unpack:

• The right way to scale your delivery model without building an inflated team
• Why most partner programs feel “fluffy”
• The shift founders need to make to go from doing it all to scaling through others

👇 If you’re a founder or leader looking to scale more sustainably, connect with us below.

About Stefan Ross

Stefan is a seasoned GTM leader with deep experience in building and leading high-growth software companies like Celonis and Pigment. He’s led revenue functions from early-stage to pre-IPO, with a particular focus on developing scalable partner ecosystems.

His expertise lies in transforming partnerships from misunderstood side projects into key drivers of repeatable revenue and long-term scale.

Connect with Stefan Ross on LinkedIn here.

More from James:

Connect with James Johnson on LinkedIn or at peer-effect.com.

More from James:

Connect with James on LinkedIn or at peer-effect.com

What if having more fun was the key to being a better founder?

Seriously. Not just to feel good, but to actually unlock better decisions, more creativity, and a business that’s built to last.

In this episode, I sit down with Freddie, founder of POP and one of the most insightful coaches I know. We talk about something that doesn’t get spoken about enough in founder circles: how to reconnect with yourself as you scale.

Not in a fluffy way. But in a practical, energising, real kind of way.

Together, we unpack:
• The internal work that often gets left behind.
• The difference between grinding through growth and actually enjoying the ride.
• Why so many founders feel guilty for wanting things to be fun
• Practical advise on how to make your scaling journey more enjoyable

If you’re feeling stretched, stuck, or like you’re starting to lose the spark you had at the beginning… give it a watch!

About Freddie:
Freddie has always been fascinated by what makes people tick. She started out in anthropology, then spent years headhunting top-tier venture investors, meeting 1000s of people across the tech ecosystem.

That curiosity led her into coaching, where she’s trained with some of the world’s leading thinkers in psychology, philosophy, breathwork, and leadership development. Through her practice, POP, she now works with ambitious founders and investors—helping them scale their impact without losing themselves in the process.

Her clients include 100+ VC-backed founders, from early-stage to unicorns, backed by funds like Sequoia, General Catalyst, Lightspeed, Atomico, and Northzone.

More from James:

Connect with James on LinkedIn or at peer-effect.com