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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Anna's question sounds straightforward. It isn't. James and Freddie break down why founders only start asking this question when they already know something is off - and what to actually do about it.

One question. Three conversations hiding inside it. If you're in a co-founder relationship that's starting to creak under the weight of scale, this is the episode to listen to before the conversation you've been avoiding.

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What changes when you stop investing in startups and start building one yourself?

James Johnson is joined by Anders Hammerbäck, Co-Founder and CEO of RedpineAI, to discuss his journey from venture capitalist to founder.

After spending six years backing early-stage startups at Antler, Anders left the world of investing to tackle one of AI's biggest challenges: unlocking access to high-quality data outside the public internet.

Together they explore:

• Why Anders left venture capital
• The realities of founder resilience
• What investors often misunderstand about entrepreneurship
• Building AI companies in a rapidly changing landscape
• How founders can stay ahead of technological change
• Why thinking 100x bigger creates different decisions
• The role of people, teams and AI agents in future businesses

This is a conversation about ambition, resilience, technology and what it really takes to build at the frontier of AI.

New episodes every week.

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A founder asks:

"I want to focus on the future, but I don't trust the present to happen."

It's a question that sits at the heart of scaling.

As companies grow, founders are asked to spend less time executing and more time leading. But letting go isn't simply a mindset challenge—it often exposes deeper questions about trust, team capability, clarity, and leadership evolution.

James Johnson and Freddie Birley unpack why founders become bottlenecks, how leadership must change between startup and scale-up, and why the answer is rarely "it's me" or "it's the team."

More often, it's both.

A conversation about vision, delegation, trust, and building a company that can grow beyond the founder.

Send your questions to: hello@peer-effect.com

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Founder community building, startup networking, and viral growth systems are changing how companies are built.

Mariane Bekker, founder of Founders Bay, built a 200,000+ founder, investor, and operator network in under two years by rethinking how tech communities actually grow.

In this episode of Peer Effect, she breaks down the exact “community flywheel” behind that growth - combining in-person events, social media distribution, and high-trust networks to create exponential momentum.

We also explore why traditional tech events feel exclusive, how founders can build stronger networks earlier, and why real-world community is becoming a critical advantage in the age of AI, remote work, and digital saturation.

This is a deep dive into:
startup growth, founder ecosystems, network effects, community-led growth, and modern distribution strategies.

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In this episode of The Peer Effect Post Bag, James Johnson and Freddie Birley answer a question many founders quietly carry:

“What if my company fails… and I’m unemployable afterwards?”

They unpack the emotional reality of entrepreneurship, including identity, pressure, financial responsibility, fear of losing freedom, and the dangerous ways fear can shape decision-making.

The conversation explores:

• Why startup failure feels so personal
• The hidden psychology behind founder anxiety
• How fear can both fuel and limit growth
• Why many entrepreneurs struggle to return to employment
• The mindset shifts that help founders navigate uncertainty
• Why your first company doesn’t define your future

A thoughtful conversation for founders, creators, leaders, and ambitious people navigating uncertainty while building something meaningful.

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