"Louis, your business is worth nothing." Louis Swart was 25, running a plumbing business with ten plumbers, and he had just asked a broker what he could sell it for. The broker asked who did the accounts. The quality control. The quoting. Every answer was Louis. Five years later he sold a different business — 200 staff — in two weeks flat. What changed wasn't how hard he worked. It was what he was willing to hand over, and what he had to stop believing about himself first.

Louis went on to build a business turning over $35 million with 450 staff, then spent years training as an NLP master practitioner, hypnotherapist and coach, trying to work out why the success hadn't made him happy. He's the founder of Ironbrij, which places AI-supported virtual assistants into small businesses, and the author of The B Myth.

We Also Talked About

• Why "who does the accounts?" is the only question that matters when you're valuing your own business.
• How busyness gets quietly wired to love, safety and worthiness — and why that's the real thing blocking delegation.
• The delegate, elevate, accelerate process, and why the first step is the one everyone stalls on.
• The 60% rule: stop hunting for someone who works like you and start stacking productivity instead.
• Turning a single screen recording into an SOP and a checklist, instead of losing a week to screenshots.
• The "rip-off and duplicate" R&D department every solopreneur already has.
• Fixing the process rather than the person when something falls through the cracks.
• Where AI genuinely outperforms a human, where it quietly fails, and why Louis still wants both.
• The platform-dependency risk nobody prices in when they build a business on someone else's agent.
• A low-tech Post-it Note tool for working out whether the task in front of you is worth your time.

Want this kind of practical, expert help every week — before your competitors do? Get tips and strategies for growing your business delivered straight to your inbox: https://onlinebusinessliftoff.com/newsletter

Resources Mentioned

• Louis Swart's website: https://louisswart.com/
• Louis's free resources and downloadable tools: https://louisswart.com/resources/
• Louis’s book - The B Myth: How Successful People Accidentally Build Businesses That Steal Their Lives (affiliate link)
• Ironbrij, Louis's virtual assistant and business coaching agency: https://ironbrij.com.au/
• Loom, for recording a process and generating an SOP from it: https://www.loom.com/
• n8n, the automation platform Louis used to build his first meeting-prep agent: https://n8n.io/
• Canva: https://www.canva.com/

My newsletter is for people who want to build a real income from home — practical, doable ideas each week for creating a better life for you and your family, without the overwhelm: https://onlinebusinessliftoff.com/newsletter

See omnystudio.com/listener for privacy information.

"In life you have to be willing to get your neck out there a little bit in order to learn something new and different." That's Mary Ann Bautista on how she and her business partner talked a client into letting them experiment with a fledgling platform called YouTube back in 2006. A couple of thousand dollars, a bit of leash, and a lot of what she cheerfully calls messing around later, that client has made hundreds of millions of dollars from the work — and some of those videos are still generating orders fifteen years on.

Mary Ann is the co-founder of TurboRank, a YouTube growth agency that increases visibility and revenue for its clients without spending anything on paid media. She has more than two decades in direct response marketing behind her, and nearly twenty years of working out how YouTube actually rewards content. More recently that has extended to something nobody had to think about before: how YouTube feeds the AI tools people now search with.

We Also Talked About

• Why YouTube is a pull platform rather than a push platform, and what that changes about the content you make.
• The diagnostic step that has to come first — understanding what your target client is actually searching for, down to the keyword.
• What a flywheel means in practice, and the pieces that keep it spinning beyond simply publishing more.
• How off-page engagement in communities like Reddit, Quora and Facebook groups feeds both YouTube's recommendation algorithm and AI citations.
• Why that engagement work has to be done by humans, and the roughly-20-posts-before-you-mention-the-client rule.
• What to do if you're not comfortable on camera, including faceless channels pulling millions of views.
• The publishing rhythm Mary Ann recommends: one long-form video a week plus five or six shorts, batch-produced.
• Why shorts run on a completely different algorithm, and why they should always drive back to your long-form.
• Whether to put your podcast on YouTube, and the marketing levers that exist in video but not in audio.
• Where AI genuinely helps in the process, and where it will get you found out.
• YouTube Shop, the Partner status you need to unlock it, and the platform fee it doesn't charge.

If you've been circling YouTube for a while without quite committing, this is the conversation that tells you where to start.

Want this kind of practical, expert help every week — before your competitors do? Get tips and strategies for growing your business delivered straight to your inbox: https://onlinebusinessliftoff.com/newsletter

Resources Mentioned

• TurboRank, Mary Ann's YouTube growth agency — https://turborank.co/
• Mary Ann Bautista on LinkedIn, which is where she says to reach her — https://www.linkedin.com/in/maryannbautista/
• vidIQ, for turning long-form video into shorts — https://vidiq.com/online-business (affiliate link)
• Shopify, which connects to YouTube Shop — https://www.shopify.com/
• YouTube Shop — requires YouTube Partner status: 1,000 subscribers and 4,000 watch hours within a 365-day period
• Reddit, Quora and Facebook communities, as off-page engagement grounds

My newsletter is for people who want to build a real income from home — practical, doable ideas each week for creating a better life for you and your family, without the overwhelm: https://onlinebusinessliftoff.com/newsletter

See omnystudio.com/listener for privacy information.

Lauren Harris says even MrBeast probably watches his own videos and thinks, “I should’ve gotten more views.”

It’s a small, funny moment in our conversation, but it points at something bigger: most of us are chasing the wrong numbers in our marketing, and it’s keeping us stuck. Lauren is a marketing strategist and co-founder of Reliable PR and Marketing, and in this episode she walks through what separates a business that’s simply “doing” marketing from one that’s actually strategic about it.

Lauren co-founded Reliable PR and Marketing after building it from a fake business she dreamed up for her master’s degree in marketing at Northeastern. Since then, she’s grown it into a full-service agency handling launches, PR, and marketing strategy for businesses across a range of industries. Her focus is helping business owners move past random tactics and build a strategy — target audiences, content pillars, and the analytics to match — that actually compounds.

We Also Talked About

• How Lauren went from a graduate school class project to co-founding a full-service PR and marketing agency.
• The difference between “doing” marketing tasks and marketing with real strategic intention.
• Why copying a competitor’s tactics can backfire when your audience isn’t the same as theirs.
• How Reliable PR builds a marketing strategy from the ground up: business basics, competitor analysis, target audience psychographics, and content pillars.
• Why each of your five content pillars should tie back to a specific audience and a specific goal.
• How to get past the fear of analytics by matching the right metric to the right goal, instead of only watching likes and followers.
• The real difference between a marketing strategy and a marketing plan.
• How to think more strategically by stepping out of your own preferences and into your audience’s.
• Lauren’s “60/40 rule” for balancing what your audience wants to see with staying true to your brand.
• Why the generations aren’t as different as you’d think when it comes to doing their due diligence before they buy.
• How to start making short-form video even if you never want to be on camera.
• Why PR matters for small businesses, and how to pitch your own story to journalists and local media.

Want this kind of practical, expert help every week — before your competitors do? Get tips and strategies for growing your business delivered straight to your inbox: https://onlinebusinessliftoff.com/newsletter

Resources Mentioned

• Reliable PR and Marketing — https://reliablepr.net/ (free guides and checklists for business owners)
• Reliable PR and Marketing on Instagram — https://www.instagram.com/reliable.pr/

My newsletter is for people who want to build a real income from home — practical, doable ideas each week for creating a better life for you and your family, without the overwhelm: https://onlinebusinessliftoff.com/newsletter

See omnystudio.com/listener for privacy information.