Will Gadsby Peet has been a fractional CMO across hundreds of business models. The pattern he keeps coming back to has nothing to do with channels, budgets, or agencies.

Most founders lose touch with the one thing that made their early growth work — and then wonder why the expensive new hire isn't delivering. Will and James get into what that thing is, what it looks like when a founder gets it right, and the practical system any founder can build right now regardless of where they are with marketing. Specific, a little uncomfortable, and worth it.

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Beth asked what most founders are thinking but haven't said aloud: how do you make decisions about the future of your company when AI is making everything feel uncertain?

James and Freddie get into what's really sitting underneath that question — and what the founders who are handling this well are actually doing differently. Not theoretical. Not a toolkit. The practical reality of leading a business through the biggest technological shift most of us will ever see.

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19 founders. Rockets, guinea pigs, co-CEO structures, a community of 200,000 built in two years. Every conversation different. Three patterns kept coming back.

James breaks down what's actually moving across Season 6 — why the founders gaining ground are stripping back rather than adding, why your performance metrics might be hiding your biggest team problem, and why the most useful thing a vision can do has nothing to do with investor decks. If you've found product-market fit and things still feel harder than they should, this one is worth 16 minutes of your time.

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