This podcast is proudly sponsored by SARAL.

Find influencers, reach out, manage every relationship, all in one place, without any chaos. 200+ brands including Grüns, Solawave, Spacegoods are running their influencer programs on SARAL.

If that sounds like what you've been looking for, go to https://tinyurl.com/3t4d4myx and book a demo with their team. Tell them we sent you to claim your $500 discount and whiteglove onboarding.

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In this episode, Olly and Loukas go deep on the AI systems they've spent the last few months building inside Soar Group - the personal operating systems, the creative production infrastructure, and the internal tooling that's changing how the business runs.

This isn't a conversation about AI tools. It's about the architecture underneath them.They cover:
How Olly built a personal operating system based on Andrej Karpathy's LLM wiki pattern — using Obsidian connected to Claude Code. Call transcripts categorised automatically every day, Slack piped in, reasoning traces stored against every decision made in the business.

How Loukas built his own version in VS Code connected to Claude Code with in-depth context on every brand, every direct report, and every specialism, plus a reinforcement learning loop built into the content pipeline.

The Club Neuro AI operating system - a full web app built as a test case before rolling into the Control Room. Best performing frameworks dashboard, hooks database, one-click reporting, weekly Reddit scrape, and a UI designed to capture operator intuition at the moment it happens.

The four learning loops: performance into hypothesis, hypothesis into correction, correction into rule, decision into outcome.

How they hired an AI videographer targeting 60 unique concepts a month — the equivalent of 15 shoot days replaced by one person.

A mass static generation system with 40-60 framework prompts, brand DNA and personas pre-loaded, ready to generate at scale.

The principle that ties it all together: context compounds. Models don't.

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00:00 Intro
02:05 Our sponsor: SARAL
03:00 Our personal operating systems we've built
21:00 AI as a feedback loop
24:14 Our sponsor: SARAL
25:10 Our foundational context and data engine
30:20 Club Neuro: creative intelligence operating system
35:00 Best in class forecasting process
39:50 Our internal creative processes
47:28 Business intelligence platform

Follow Olly: https://linktr.ee/ollyhudson
Follow Joe: https://linktr.ee/joe_marston
Follow Loukas: https://shorturl.at/TRI8B / https://x.com/LoukasHambi
Follow Liam: https://www.linkedin.com/in/liam-dean-a11a43152/
Follow D2C Diaries: https://www.tiktok.com/@d2c.diaries / https://www.instagram.com/d2c_diaries/

This podcast is proudly sponsored by Incard.

Most founders building high-growth digital companies are stuck doing the same thing: toggling between apps, wrestling with spreadsheets, and manually reconciling expenses - all while trying to actually grow their business.

There's a better way.

Incard is the financial platform built for the way modern digital businesses actually operate. Multi-currency accounts, corporate cards with real rewards, and a fully connected banking experience - all in one place.

This dedicated offer gets you:

• 1 month free trial Incard Plus
  
  
• All Incard Plus plan features included
  
  
• 2% cashback on Ad Spend, Saas, Travel for year one
  
  

This is a time-limited offer valid till the end of this month, April 2026.

Take control of your finances with Incard today: https://incard.co?fpr=soarwithus&fp_sid=pod

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Most people think growing a DTC brand is complicated. It doesn't have to be.

In this episode, Olly and Sam break down the Growth Compass™ — Soar Group's trademarked framework for diagnosing the #1 constraint holding any ecommerce brand back from profitable growth.

4 pillars. 20 sub-factors. One binding constraint. Fix that one first. Everything else is noise.

As promised in the episode — the full Growth Compass™ cheat sheet covering every sub-factor across all four pillars https://eu1.hubs.ly/H0tQ3_v0

If you want us to run the full Growth Compass™ audit for your brand - scored across all 20 sub-factors with a prioritised roadmap - book a call with the team 👉 Book a call https://eu1.hubs.ly/H0tQ4SL0

Follow Olly: https://linktr.ee/ollyhudson
Follow Joe: https://linktr.ee/joe_marston
Follow Loukas: https://shorturl.at/TRI8B / https://x.com/LoukasHambi
Follow Liam: https://www.linkedin.com/in/liam-dean-a11a43152/
Follow D2C Diaries: https://www.tiktok.com/@d2c.diaries / https://www.instagram.com/d2c_diaries/

We're back. After a month off, a new office, two London events, and somewhere between 1,500 and 2,000 ads launched... there's a lot to catch up on.

In this episode, Olly and Loukas do a full Q1 2026 debrief across creative strategy, Meta attribution, offer positioning, and the frameworks they've been running across 250+ brands.

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This episode is sponsored by Foreplay. Start your free trial here: https://tinyurl.com/3caahj4w

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🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth roadmap: https://eu1.hubs.ly/H0tvkYy0

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Resources mentioned in this episode:

Brad Jacobs: How to Make a Few Billion Dollars: https://www.amazon.co.uk/How-Make-Few-Billion-Dollars/dp/B0CHTQP25T

Rick Rubin: The Creative Act: https://www.amazon.co.uk/Creative-Act-Way-Being/dp/1838858636

Jason Cohen: A Smart Bear: https://longform.asmartbear.com/jason-cohen/

Oren Johnson (organic content & creator trends): https://www.youtube.com/@orenmeetsworld

The GLP-1 $1.8B four-person business: https://x.com/jonoringer/status/2039759594461839599?s=20

Creative Testing Playbook: comment TESTING below and we'll send it to you

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Follow Olly: https://linktr.ee/ollyhudson
Follow Joe: https://linktr.ee/joe_marston
Follow Loukas: https://shorturl.at/TRI8B / https://x.com/LoukasHambi
Follow Liam: https://www.linkedin.com/in/liam-dean-a11a43152/
Follow D2C Diaries: https://www.tiktok.com/@d2c.diaries / https://www.instagram.com/d2c_diaries/