Two years ago Jack Dyer had 740 LinkedIn followers and no online reputation. Today he has 60,000 and runs Storytold, helping founders build the same thing. In this episode of The System Behind It, we pull apart exactly how he did it, and why it was never about going viral.

Jack breaks down the real difference between marketing and authority, why we're in a trust recession, and how outsourcing your voice to AI quietly steals from your future self. We get into what actually makes a post land, the gap between what your audience wants to hear and what they need to hear, and why authority, like a cargo ship crossing an ocean, compounds in the background long before you ever see the result.

If you've ever told yourself "I'll give this a month and see," this one's for you.

Find Jack on LinkedIn (search Jack Dyer, Storytold) or at storytold.co.uk.

More episodes at thesystembehindit.com.

Search has been quietly rebuilt, and most businesses haven't noticed. In this episode of The System Behind It, I sit down with Anthony Tuite, founder of Seeded Digital, to unpack what AI has actually done to how people find you, and what it hasn't.

Anthony is refreshingly wary of the hype. His line, "everything's changed and nothing's changed," runs through the whole conversation: the tools are new, the fundamentals aren't. We get into why it's no longer keyword-to-page, what EEAT really rewards, and the difference between your content being used by an AI and your business being cited by it. He's blunt about commodity content being finished, and just as blunt about the people claiming they've "cracked" GEO.

If you want to understand how to make your expertise visible in a world where an AI answers first, this one's worth your time.

Everyone posts the wins. This is the machine behind them.

In this episode of The System Behind It, Reuben sits down with Paul Franklin, founder of Koala B2B, on why B2B buying is longer, messier and more human than most marketing treats it, and why that quietly kills pipelines.

Paul breaks down how his intent-demand agency uses data to spot the companies actually in-market, why you have to win the whole buying group rather than a single decision-maker, and why the leads worth having are people who might be ready later, not people ready to buy right now.

We get into:
→ How intent data identifies who's actually in-market
→ Why you target the whole buying group, not one name
→ The 30-to-50 touchpoint reality of B2B, and how to layer them
→ Why a cost-per-lead model keeps everyone honest
→ How to hand a lead over without the prospect going cold

No pitch, no theatre. Just how the machine actually works.

Listen on your podcast app of choice, or watch at thesystembehindit.com

Find Paul: KoalaB2B.com, or search Paul Franklin on LinkedIn.