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.

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

In this episode of The System Behind It, Reuben sits down with John Lyons, fractional CMO and one of the UK's Top 30 Marketing Influencers (also the man behind the hat and the bins), to make the case that marketing is a business discipline, not a colouring-in department.

John breaks down walking into a comms agency whose CRM was a complete mess and turning it into a system that drove a record quarter, plus why positioning beats polish, why benefits sell where features don't, and why being distinctive is the difference between being chosen and being ignored.

We get into:
→ The CRM cleanup that drove a record quarter, and how he got the whole team on board
→ Why you frame change as a personal win, not just a business one
→ Why nearly every agency sounds identical, and how to not
→ Benefits over features, and planning the system before buying the tech
→ Why choosability comes before you spend a penny on awareness

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

Find John: search John Lyons FCIM on LinkedIn, or JohnLyons.co.uk.

Everyone posts the wins. This is the machine behind them. In this episode of The System Behind It, Reuben sits down with Cameron Taylor, founder of Kindling, the UK's biggest commission-based lead generation agency for home improvement.

Cameron only gets paid a percentage of the actual sale, not a retainer, so if the leads he sends don't convert, he doesn't get paid. That one decision forces him to care about the entire journey, from the first advert to money in the bank.

We get into:
Why commission means there's nowhere to hide
Why people still buy from people, and trust beats volume
The full journey from advert to booked job
Where AI helps in sales, and where it quietly destroys trust
Why most businesses have a systems problem, not a lead problem

Just an honest conversation about the engine room of a business that works.

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

Find Cameron: search "Cameron Taylor" on LinkedIn, or We Are Kindling.

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

In the first episode of The System Behind It, Reuben sits down with Laura Farkas, revenue systems architect, fractional CMO and bestselling author of Paternoster Marketing.

Laura shares the remarkable story behind her book, written in three months after she temporarily lost her sight, and why that forced her to stop hustling and start building systems that run without her.

We get into:

• Why most "funnels" are really flat lines
• The doorless-elevator model for friction-free marketing
• The Frankenstack: why bolting on more tools quietly kills your pipeline
• Reverse-engineering growth from your best customers
• Why the real money is won or lost in the messy middle

No pitch, no theatre. Just an honest conversation about the engine room of a business that works.

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

Find Laura: search "Laura Farkas" on LinkedIn.