I’ve spent 20 years doing this.

But if I had to grow a B2B startup from scratch today?

Here’s exactly how I’d start:

→ Pick ONE problem that’s painful and specific
→ Build ONE lead magnet that solves it in 10 mins or less
→ Create ONE system to distribute that lead magnet every day

You don’t need a funnel.
Or a personal brand.
Or an army of VAs.

You need a lead magnet distribution engine.

In GrowthKit, we call this the Lead Magnet Loop™.

→ Create something valuable
→ Post it daily
→ Capture leads
→ Nurture those leads
→ Sell your product
→ Repeat

Most founders never get this far.

Because they waste 90 days building instead of selling.

Don’t be that founder.

Build the loop, test the offer, and grow in public.
One post, one magnet, one funnel step at a time.

🔥 I didn’t build a £60k/month agency by being the best.

I built it by being the most systematic.

Back in 2012, I made a move that changed everything:
I dropped general web design and went all in on email.

I niched so hard it hurt.
From “we build websites” to “we do Mailchimp, and only Mailchimp.”

That year, MailNinja was born.

→ We systemised onboarding.
→ We systemised our delivery.
→ We systemised our upsells.

And revenue started compounding.

The shift?
I stopped trying to scale me — and built systems that could scale without me.

Here’s what I wish I’d known sooner:

→ Generalists get ignored. Specialists get referred.
→ Your business is only as strong as your systems.
→ Don’t build for today. Build for the day you’ll step away.

That’s exactly why I created the GrowthKit System (Flywheel).
It’s not theory. It’s the step-by-step system I wish I had in 2012.

If you’re still winging it?
It’s time to start systemising it.

Flashback to 2019: Mailchimp HQ. Atlanta.

I got invited to their HQ.
Met the founders (see photo).

MailNinja was flying.

But I realised something…

Community is what unlocked that growth.
Not ads. Not cold outreach.

→ People showed up to meetups
→ They shared my name
→ They trusted my advice

That momentum didn’t come from campaigns.
It came from conversations.

That lesson?
Still fuels GrowthKit today.

Build community, not just traffic.