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Brandon Willington: The Truth About Digital Agencies| Find Your Voice | Joe Cramond

Joe Cramond · 21 August 2026

Entrepreneur · Executive Coach · Leadershipin

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Key topicsRock Bottom — Why Founders Only Push Off Something SolidJoe Cramond has coached business owners and corporate leaders through the stretch right after something breaks, and he argues the failure is the only part of the story that ever moves anyone. Founders are told to protect momentum and avoid the loss, so when the loss lands they take it as proof they were never good enough in the first place. He works the other way, treating the setback as the first solid thing to stand on: what stopped working, what the imposter feeling is actually reporting, and which habits walked the founder into it. He has rebuilt this way through 17 years of competition, where every plan eventually stops working and has to be written again. Listeners leave with a way to read their worst quarter as information rather than a verdict.What Peak Performance Coaching Looks Like Inside a £1 Billion CompanyJoe Cramond has coached business owners and corporate leaders inside companies turning over up to £1 billion, and the brief was never motivation, it was market share won in the most capital efficient way available. At that size the default assumption is that growth needs more budget and more people. He works the other way, tightening the workflows and decisions already sitting in the building so the same spend returns more, and treating continuous improvement as the operating standard rather than an annual exercise. He describes what he measures first, what he cuts, and why the biggest gains usually sit inside work the company is already paying for. Listeners leave knowing where to look for growth that does not need a bigger budget behind it.17 Years Under the Bar: Why an Unclear Plan Looks Exactly Like Weak DisciplineJoe Cramond spent 17 years in competitive bodybuilding and says almost every collapse he watched was blamed on willpower when the plan was the thing that was broken. Most people treat discipline as a character trait you either have or top up with motivation, so when the reps stop they go looking for a mindset fix. He argues the opposite: small improvements only compound when the plan is clear, and an unclear plan produces exactly the same symptoms as a weak one, missed sessions, drifting standards, restarts. He walks through how he writes a plan backwards from a fixed date, what he measures weekly, and the point at which he rewrites rather than pushes harder, the same method he has used coaching business owners inside companies turning over up to £1 billion. Listeners leave able to tell whether their own slippage is a discipline problem or a badly written plan.View all topics →

About Joe Cramond

Champion Competitive Bodybuilder and Global Business Development Expert, Helping Entrepreneurs Build Exposure that Lasts

17 years In competitive bodybuilding3 consecutive Regional British titles wonTop 6 2017 NABBA Britain FinalsSenior Vice President Global Business Development & Partnerships at Pikkal & Co

Joe Cramond has spent his career living at the intersection of attention and trust, first in digital marketing and revenue operations, and now in the podcast ecosystem where credibility is built in public. Joe serves as Senior Vice President of Global Business Development & Partnerships at Pikkal & Co, where his work centres on helping leaders turn podcast conversations into real business outcomes.

What pulls Joe in is the gap between a strong offer and a weak response. Plenty of smart founders and operators have the product, the proof, and the passion, yet their funnel stalls because the market does not believe them fast enough. Joe’s lens is simple: modern buyers are numb to polished posts and endless ads. They lean on third-party validation, long-form context, and a sense of who you are when you are not performing for an algorithm. Podcast guesting, done with intent, becomes a reliable way to earn that kind of trust.

Joe’s edge is that he does not treat podcast guesting as a one-off marketing tactic. He looks at the whole system that has to work around it, from positioning and messaging to the path someone takes after they hear you speak.

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