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Making of an Empire

Making of an Empire

著者： Aditi Jajal-Newey
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Making of an Empire pulls back the curtain on the unglamorous work of building an iconic business empire. Expect honest conversations, strategy breakdowns, and lessons from founders and creators who are in the arena, not just talking about it.

© 2026 Making of an Empire マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 出世 就職活動 経済学
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  • Ep. 23: 0 to 40k followers in 7 months: LinkedIn Visibility with Victor Trieu

    Ep. 23: 0 to 40k followers in 7 months: LinkedIn Visibility with Victor Trieu
    2026/08/19
    Most founders think visibility is a volume problem: post more, show up more, and hope the algorithm rewards the grind. Victor Trieu built his practice on a sharper idea. In an age where AI can copy what you know in seconds, the one thing it cannot replicate is who you are, and that is the part most people hide. In this conversation, he walks Aditi through the real cost of staying invisible, why he fused educational content with personal story to grow from near zero to more than 42,000 LinkedIn followers in seven months, and how to show up as yourself without burning out to do it.Let's Dive Into the HighlightsThe invisibility tax: When your competitors are everywhere and you are not, buyers see them ten, twenty, fifty times and start relating to the faces they recognise. Invisibility does not feel like a cost until you realise your clients keep meeting your competition instead of you.Values over visibility: There is a cost to being off any platform, but there is also a cost to fighting your own values to stay on one. The move is not to force yourself onto LinkedIn, it is to ask which platform actually aligns with who you are, because that is the only one you will stay consistent on.What you know versus who you are: A personal brand runs on two things. AI is fast commoditising the first, so who you are, your story, voice, and why, becomes the real edge and the thing a buyer chooses you for. The data broke his rules: Victor assumed the caption carried the post and that a famous face would be his top format. The stats disagreed. Around 80% of a LinkedIn post is the visual, and his "scientific experiment" reels quietly outperformed both story reels and famous icons.Gap versus gain: Comparing your first month to a creator pulling 1.5 million views a week kills momentum before it starts. Self-belief is built by looking back at how far you have come, not up at how far you have to go.Behind the BreakthroughVictor Trieu is a LinkedIn growth coach and the creator of Compound, a 1:1 program that helps proven coaches, consultants, and experts finally become known for the work they are already excellent at. Compound captures a founder's thinking and rebuilds their content engine in their own voice, inside their own AI workspace, so the visibility compounds and the system stays theirs. His whole approach rests on one anchor: a personal brand is what you know plus who you are, and in the age of AI, who you are is the part that gives you the edge.His route there was not linear. Victor spent eighteen years in corporate banking, most recently as an executive manager leading a team of ten, with six burnouts behind the title. Three weeks after his team posted the company's highest engagement scores, he was made redundant, and that became his line in the sand. He left corporate in February 2026 at 41 and rebuilt in public, posting every single day from 20 January 2026 and growing from under 2,000 followers to more than 42,000 followers and 27 million impressions in under seven months, with no agency and no ghostwriter. He lives in Sydney with his wife Linda and their daughter Luna.The Guest Said It Best"There's no right or wrong, but there's a right or wrong for you as a person.""Your personal brand is a function of two core things: what you know and who you are. And increasingly in the age of AI, what you know can be commoditised and replaced so easily.""I always want you to be optimising for who you are, because those are the people you actually want to work with.""The best time to plant a tree was 20 years ago. The next best time is now. Just starting is actually the hardest bit.""Self-belief doesn't magically arrive on day one. It's formulated through action.""The low-tech version, without AI, just using your own thoughts, is super powerful."Key TakeawaysDecide what you are optimising for. Before you post, get clear on the goal. If a platform genuinely clashes with your values, the cost of fighting yourself can outweigh the cost of being invisible, so choose the space you will actually enjoy showing up in.Lead with who you are, not just what you know. AI can copy your expertise in seconds. It cannot copy your story, your voice, or your why, and that human layer is what makes people choose you over someone equally qualified. Let the data pick your format.Test your assumptions instead of trusting them. Victor found the visual does most of the work and his experiment-style content won, so double down on what the numbers reward, not what you expected to win. Just start, then stay out of the gap.Self-belief follows action, it does not precede it. Measure your first ninety days against where you began, never against a creator who has been at it for years. Protect your support system. Building alone is lonelier than corporate ever was. The structure and people around you are what let you keep going, so guard those relationships as carefully as your calendar.A Question for YouThink about the platform you keep avoiding, or the ...
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    1 時間 8 分
  • Ep. 22: How to Build a Brand You Can Sell for Millions with Stevey Arroyo

    Ep. 22: How to Build a Brand You Can Sell for Millions with Stevey Arroyo
    2026/07/07
    Most founders treat their brand as a magnet for attention, never as an asset with a price tag. Stevey Arroyo builds his whole practice on the opposite idea: if you've built a brand, you should be able to sell it. In this conversation he walks Aditi through how brand becomes measurable enterprise value, why the exit starts years before the sale, and how to detach your identity from the business so the thing you built can outlive and outearn you.Let's Dive Into the HighlightsThe big "if": "If you've built a brand, sell the brand" starts with a real condition. Not every business needs a brand to succeed, but the founders who build one from the start hold an asset most never price.Captain to fleet: Founders go down with the ship because their identity is welded to it. The shift is owning a fleet of standalone assets so one can be sold, one can soar, and your nervous system is protected either way.Tangibility and valuation: Stevey works to the ISO 10668 brand valuation standard. The boring, tangible side is legal, financial, and behavioral, not color palettes or taglines. Own the trademark, sell for a premium, prove recurring revenue.Princess Diana's ring: The same sapphire ring fetches 50 quid on Facebook Marketplace and 50 million at Sotheby's. Value is subjective. Selling a business is no different: the right room and the right people set the number.Recurring revenue de-risks the multiple: People don't want the drill, they want the hole. Repeat customers and lifetime value prove demand over time, which justifies a higher multiple. Pimlico Plumbers built that brand and sold for a fortune; the man in the van across the street can never sell.Behind the BreakthroughStevey Arroyo is the founder of The Brand Exit, a brand equity advisory that helps premium lower-mid-market businesses raise their exit value through brand strategy, positioning, and ISO 10668-aligned valuation. His work sits where branding, commercial strategy, and M&A meet, turning intangible brand equity into enterprise value a buyer can understand, trust, and pay a premium for.His route there was anything but linear. He studied product and industrial design across England and Australia, then became a multi-award-winning competition bartender who treated every drink as a product and every serve as a marketing campaign. From there he moved through business development for a creative agency, then into technology and product management to shovel in the skill he was missing. At 30 he combined branding, product, sales, and tech into one practice built around a single anchor: every business ends, so prepare for that ending and sell the brand when you do.The Guest Said It Best“The way we define brand is what makes a customer choose you over your competitors and pay more for that pleasure.”“When a founder becomes an entrepreneur, they go from the captain of their ship to owning the fleet.”“If you break down what a multiple actually is, it's the promise of future net profit.”“It's not the drill that they want, it's the hole.”“Systems beat hustle every time, but you've got to hustle to create the systems.”“You've been the warrior, now become the sensei.”Key TakeawaysAdmit you'll sell one day. The first stage is acknowledging that at some point you may want to sell. That admission is what unlocks optionality; without an exit strategy, you don't have the option.Prepare years ahead, not weeks. Three years out is ideal and puts you ahead of the game. Under one year makes you a forced seller with a pack of wolves waiting. Preparation is what lets you dictate time, terms, and price.Protect the brand legally first. If you don't own the brand, you can't sell it. A proper trademark search might cost just north of two grand; the cost of not doing it is a disgruntled party filing your name and putting you on the back foot.Build recurring revenue and lifetime value. Repeat purchases and customers who climb through your ecosystem prove demand and de-risk the buyer. That is the financial and behavioral evidence that justifies a premium multiple.Reduce key man risk. Separate your personal brand from the business brand, build systems others can run, and hire the right people so the business works without you. Then sell on the up, while the line is still climbing.A Question for YouIf you decided today that you might sell your business seven years from now, what would you start protecting, systemising, and detaching from right now, and what is it costing you to keep the whole thing resting on you?Take the Next StepStevey helps established founders turn brand equity into exit value, starting with a brand audit that maps strengths, weaknesses, and gaps against the legal, financial, and behavioral standard. If you're beginning to imagine an exit, his work is a strong place to start treating your brand as the asset it already is.Website: https://thebrandexit.com LinkedIn: https://www.linkedin.com/in/steveyarroyo/ Instagram: https://www.instagram.com/...
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    1 時間 10 分
  • Ep. 21: Secrets to an Epic Personal Brand Photoshoot with Laverne Wyatt

    Ep. 21: Secrets to an Epic Personal Brand Photoshoot with Laverne Wyatt
    2026/06/30
    Most founders are still using a photo that is three to five years old. It no longer matches who they are, so they show up less and quietly shrink the vision. Laverne Wyatt fixes this for a living, and as this conversation shows, it is rarely about the photos. It is about closing the gap between who you are inside and how you appear to the world.Let's Dive Into the HighlightsShame sharing: When your visuals do not match your ambition, you post out of obligation. That image carries an energy of shame, reads as amateur, and pulls in clients and revenue at that level.Like attracts like: A four-year-old photo shows a half-capacity version of you, so it draws opportunities at that level. Raising the price or retweaking the landing page does not fix it if the image stays the same.The invisible founder: Smart, ambitious people talk themselves out of being seen. The real barrier is fear of the camera and the risk of a result they cannot use.Discomfort is the signal: If a pose feels comfortable, you are probably slumping. The slight strain of holding it right is the first sign you will look good on camera.She cannot make you like yourself: An hour into a shoot, a client kept hunting for flaws. Laverne named it. She can handle the styling, posing, and lighting, but not the self-criticism. The client shifted, relaxed, and the photos changed.Behind the BreakthroughLaverne Wyatt is a brand photographer and strategist and the founder of Onbrandia. After more than 23 years in brand design across Norway, South Africa, and global markets, she saw that what founders were missing was not better photos. It was a process built around who they are becoming.She shoots on location across Europe in natural light, with no filters and no AI editing. Her work combines brand strategy, styling, and direction so the result is a set of usable assets, not just nice pictures. She is known for making the process fun and for helping founders feel safe in front of the camera.The Guest Said It Best“You need to look like the price you want to charge now.”“My job is to hold a vision of who I see them becoming.”“I can put makeup on you, help you, show you how to sit, what to wear, all of those things. But I cannot help you to like yourself.”“The only reaction that matters to me is, wow, is that me?”“Technology is not a miracle, it's not going to save us. Everyone thinks a new technology is going to save them. You have to focus on emotions.”Key TakeawaysAudit your assets for gaps. Review your website, LinkedIn, posts, and speaker sheets first. The goal is a usable shot list, not 30 nice photos you cannot use.Plan before you shoot. A good shoot starts weeks earlier with a strategy session and a founder questionnaire. That work sets the location, wardrobe, and direction so the day itself feels safe.Build a signature look around your brand colors. You do not need a whole new wardrobe. Add a few core pieces and brand-colored accessories so you still feel like yourself while sending the right cues.Practice your poses in advance. Run through poses in the mirror to build muscle memory. Expect mild discomfort on the day. That strain means you are doing it right.Do the inner work too. Styling cannot replace self-acceptance. Deciding you are worth showing up as your best self is what makes everything else land.A Question for YouThink about the photo you keep using because updating it feels risky. What is that old image costing you in visibility and opportunity, and what would change if you let yourself be seen as the founder you are becoming?Take the Next StepLaverne creates founder photoshoots planned and shot on location across Europe. Visit her site to download her guide to professional poses, then book a Photoshoot Strategy Call.Website: https://www.onbrandia.comInstagram: https://www.instagram.com/laverne_ws/ LinkedIn: https://www.linkedin.com/in/lavernewyatt/ ________________________________________________________________________________Connect with Making of an EmpireThank you for tuning in to another episode of Making of an Empire! Our mission is to help you unlock the tools you need to build a business and a life that reflects your highest potential.Connect with Aditi:Website: https://www.plentitudestrategy.com/LinkedIn: https://www.linkedin.com/in/aditijnewey/Substack: https://substack.com/@aditijnewey
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    1 時間 8 分
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