January 29, 2026 • 44 mins
What gets YOU out of bed?
My guest on the podcast today, Joel Stone, has an incredible story that has fueled a very strong personal vision, and a sense of duty that causes him to show up to his life in a really big way.
Joel is an entrepreneur, best selling author, podcast host of Stay Hungry and speaker. He is the co-founder of UK’s leading direct response marketing company, Codebreak. His work has been featured all over the world and listed alongside other leading business figures and celebrities.
Get ready to be inspired with tangible take-aways around mindset, finding your own personal vision, overcoming anxiety, living a life of service, and more!
Grab a notebook because there are seriously so many gems in this one conversation.
Enjoy!
Learn more about Joel:
https://www.codebreak.co.uk/
Check out his live, in-person events:
https://ffrbfifc4ood.swipepages.net/stayhungrylive
Connect on IG:
https://www.instagram.com/joelstone13/
Listen to Carla on Joel's Stay Hungry Podcast:
https://podcasts.apple.com/us/podcast/mindset-live-boldly-authentically-and-aligned-with/id1458523627?i=1000580595401
Learn more about Carla:
Website: https:/www.carlareeves.com/
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Connect on LI: https://www.linkedin.com/in/reevescarla/
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Episode Transcript
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SPEAKER_01 (00:00):
A deep change in the way that we live requires a deep
change in the way that we think.
I'm Carla Reeves, and this isDifferently.
I don't know about you, but myfavorite movies are the ones
that tell a story of overcoming.
My guest today shares just thatkind of story.
(00:20):
You're about to meet Joel Stone.
I was recently on his podcast,and I knew right away that I
wanted you to meet him too.
Joel is an entrepreneur, abest-selling author, he's the
podcast host of Stay Hungry.
He's the co-founder of UK'sleading direct response
marketing company, Codebreak.
His work has been featured allover the world and listed
(00:42):
alongside other leading businessfigures and celebrities.
However, beyond hisaccomplishments, Joel has an
incredible story that has fueleda very strong personal vision, a
sense of duty that gets him outof bed and causes him to show up
to his life in a really big way,even when the mind and body
(01:03):
would like to do otherwise.
Can you relate?
If you're not on the move today,grab a notebook.
You're going to want to writesome things down.
Get ready to be inspired.
He shares so many tangibletakeaways around mindset,
finding your own personalvision, overcoming anxiety,
living a life of service.
He talks about how something hewas made fun of as a kid has
(01:26):
turned into his number onebusiness tool.
And you guys, there is seriouslyso much more in this one
conversation, but I will leavethat to be a surprise.
Hey Joel, welcome todifferently.
I'm super excited to have youhere.
SPEAKER_00 (01:43):
Thank you so much for having me.
I'm excited to be here.
SPEAKER_01 (01:46):
Yeah.
So I got the had the privilegeof being on Joel's podcast, Stay
Hungry, and um and just like methim and decided I want to have
you come on our podcast heretoo.
Really excited to dive into thisconversation.
So why don't you give us alittle snapshot of who you are,
where you are, and what you doin the world?
SPEAKER_00 (02:06):
Cool.
So my name's Joel Stone.
Uh I live in a sleepy towncalled Shrewsbury in the UK.
And we have one of the UK'sfastest growing marketing
agencies.
Uh I'm the I'm the co-founder.
We're best-selling authors inthe marketing space.
We have a marketing coachingprogram that includes a lot
(02:26):
about mindset and confidence andthings like that.
Uh, I speak from the stage, Ihave my own podcast, and yeah, I
think that's enough.
SPEAKER_01 (02:36):
I think that's enough.
A sleepy town.
That sounds so nice.
I grew up in a sleepy townthat's not so sleepy anymore.
So a sleepy town sounds nice.
And it has it always been thatway.
SPEAKER_00 (02:49):
Yeah, to an American, this is definitely a
sleepy town.
SPEAKER_01 (02:54):
So great.
Tell us where where did this allstart for you?
I I always love the story behindthe business because I I know
there's so much there.
So give us give us the story.
SPEAKER_00 (03:05):
Okay, so the actual business side.
Um I'm a graphic designer bytrade.
I um studied graphic design atuniversity, went into the design
industry.
I built up a great portfolioworking freelance for for major
agencies on big brands, and thenthe recession hit.
(03:26):
And freelancers are very easy tolet go of.
And I trained to be anaccountant.
Why wouldn't you?
Uh but but long story short,combining accountancy and
graphic design is actually notthat far away from marketing.
Um, because you can handle thedata, the numbers, understand
(03:46):
margins, understand returns, andthen use your creativity to
create that spark.
So um after qualifying as anaccountant, I set up my own
design agency, ran that verysuccessfully for seven years,
but the whole time was workingwith my now business partner on
so many projects that it justgot to the point where we had to
(04:08):
merge because the overlap wasconfusing.
And we created what is nowCodebreak, and it's gone
bananas.
SPEAKER_01 (04:18):
Hmm.
That's awesome.
And so, but what's your personallike what's your personal story
behind all this?
What drives this for you?
What sure gets you out of bedevery day and inspires you?
SPEAKER_00 (04:32):
So I I have like a really strong personal vision,
um, which is to help people andhave fun, and uh and our company
mantra is stay hungry.
Now, um the help people and havefun used to just be to help
people, and then I found overtime that I was helping a lot of
the wrong people.
(04:52):
Um, there's a lot of people outthere that will accept help that
and and act like they reallyneed it and not value you.
And so I was it wasn't much fun.
It was actually I found it beatme up quite a bit, and so I was
like, okay, how can I helppeople that really need it, but
it'd still be fun?
(05:13):
What one element of that isgetting paid to do it, and but
but the the other element isgetting people who've got the
right values are on the samewavelength as me.
Because when you help them, theyuse it for the right reasons,
they do good with that help.
And so the the exponentialimpact of help people and have
fun is the more people I help,the more people they can help,
(05:35):
and the more people they canhelp.
And over time, you know, we'veseen like really dramatic
results from that.
Now that's born from our companymantra, which is stay hungry.
Um, there's kind of two sides tothat.
The boring side is we had aclient that um leased vans, and
(05:57):
we built them a website, did amarketing campaign, and all
their vans were gone.
They they no longer had any vansavailable, and they came in for
a meeting, and we were like, Oh,this is it.
It's it's about to happen.
They're gonna get a new depot,they're gonna get more vans,
this is gonna explode.
And they both came in, lookedreally pale, really scared, and
said, We need you to stopwhatever it is you're doing.
(06:20):
This is too much.
We liked it how it was before.
We just want to calm it alldown.
Um, yeah, this relationship'sover.
And it was sort of in thatmoment I realised I can't work
with people like that if theyhaven't got the fire in the
belly to sort of serve peopleand make the world more exciting
(06:42):
and better, they're not for us.
So that that's the boring sideof it, but but a story that
that's really valid.
SPEAKER_01 (06:52):
Um that it's a catalyst, right?
It's a catalyst for something.
SPEAKER_00 (06:57):
A massive catalyst.
So now we really hyper-qualifyour clients.
The whole process, um, from themoment someone meets me to the
moment they become a client is aqualifying process.
They might not know it is theyyou know, if they're thinking,
oh, a free consultation, that'snice, and oh, a kickoff meeting,
that's nice.
Um, but the whole time it's us,okay, is this person made of the
(07:21):
right stuff?
Can they can they keep up?
Will they do as they need to?
When we get them a hundredleads, will they follow up on
all of those calls?
And if we feel like they won't,it's a bad fit.
The other side of this is I hada a very traumatic childhood.
Um I grew up well, the the yearI was born, three months before
(07:46):
I was born, my father's brothercommitted suicide.
Um, so I was born into trauma,and it's a hard thing to
describe.
And a really strange thinghappened, but I also looked like
my uncle that had just passed.
So so I spent the first likewhen as soon as I started to
understand things, the firstsort of four or five years of my
(08:06):
life.
My dad, my grandmother all said,Oh, you look so much like your
uncle.
That was an awful pressure tocarry.
It was really weird.
At the same time, my daddeveloped severe mental health
issues, as you can understand.
So he spent a lot of time inhospital, and my mum had to work
multiple jobs to put food on thetable, which is absolutely
(08:31):
inspiring.
And as you know, stay hungry forme is seeing my mum leaving the
house early in the morning, notcoming back till late at night,
putting herself last for others.
That's a a huge thing for me.
Um, because I'd really like tohelp other people not have to do
(08:52):
that, and then like a little biton the side is I I really look
forward to the days where I canjust treat my mum now.
That's a like it's it's reallycool that I'm doing well enough
that I can just do somethingnice for her.
SPEAKER_01 (09:07):
Does she does she know that's part of your vision
and story behind what you do?
SPEAKER_00 (09:13):
Yeah, um, I was on another podcast quite recently,
and they asked me who who mostinspires me in life.
And like I've got you know, somebig hitters like I love Gary
Vaynerchuk, um, you know, I gotNelson Mandela, Mohammed Ali,
like I've got all these heroes,but no, no one gets close to my
mum.
And it's not like it's not likea mummy's boy thing, it's not
(09:38):
it's not like I don't go cryingto my mom, I'm very independent,
but she has got like some sortof fire in her.
She doesn't even know it, she'snot like a business ambitious
type.
Holy moly, when things get hard,she is the person you want in
your corner.
SPEAKER_01 (09:55):
I'm a boy mom, and just to hear you talk about your
mom that way, that's just socool.
And when you said, Joel, whenyou said like you were born into
trauma, I too was born into alot of grief.
And like you said, what did yousay?
You said something like, youknow, I I it's hard to explain
(10:15):
what that is like, right?
And even as a young infant,right?
Like we embody some of thatenvironment that we were born
into.
My I'm uh from a his, hers, andours family.
My mom had lost her firsthusband in Vietnam and had three
young children, and met my dadand had me shortly after.
(10:38):
And so they were allexperiencing the grief of her
husband and their father.
And then I came into the world,and I feel like part of my work
that I do in the world to upliftpeople comes from that.
Um, because I think it was justlike born in me to like make
everybody feel better.
SPEAKER_00 (10:59):
Yeah, you have like this like inbuilt anxiety and
you don't know where it's comefrom.
And um, like, you know, I'vespoken to therapists, that's
just a healthy thing to do.
And and they're like, Oh, youknow, you can choose not to be
anxious.
And the first time somebody saidthat to me, I was like, what are
you talking about?
This is like my defaultposition.
(11:20):
This is all I know because I waslike so worried about making
sure everybody else was okay,that the the fact that I felt
completely frazzled didn't evenregister.
And then when I learned that, Iwas like, oh, this is a power
for good.
I can use this.
And here we are.
SPEAKER_01 (11:39):
And here we are.
Wow, that's a that's a reallyI've never heard it quite that
way, right?
I've heard you can choose to behappy and you know that you have
choice in all these things, butI've never really heard it
directly for feeling anxious oranxiety.
And I think probably peoplelistening, like that's just such
a um, there's a lot of power inthat to be able to change your
(12:00):
your state of being.
So give us a little bit of likefrom there to here, like what
have been some of yourchallenges along your
entrepreneurial journey?
And I know you do a lot of workaround mindset.
Um I mean, I think I know whymindset is an important piece of
(12:20):
the work you do, but take us alittle bit deeper into that and
the role that that plays in inyour life and in the work you do
with people.
SPEAKER_00 (12:28):
Sure.
So um the honest answer is Ihave to work on my mindset every
day.
Um if if you've been unfortunateto have a life of trauma, um you
you will have to work on itevery day.
That that's but I've also knowpeople who've had no trauma and
(12:51):
um have been very fortunate andthey equally need to work on
their mindset every day becauseyou meet people who've been very
fortunate, and their trauma isthat they've had no trauma, that
their struggle is the fact thatthey don't know what it feels
like to struggle, and that canreally hammer their self-worth.
So we built into our marketingprogram, into our coaching that
(13:13):
you should journal.
We built in that you should workon your mindset, that you should
stay hungry, that you shouldhave really important moral
values that you impress onpeople, and if they don't keep
to that, then don't work withthem.
And it just makes it so mucheasier to get out of bed every
day.
When you get out of bed and youthink today I'm gonna really
(13:34):
help somebody, or today I'mgonna do some good for the
world.
It doesn't really matter whatgoes wrong because your purpose
is way bigger than paying thebills or putting food on the
table.
SPEAKER_01 (13:50):
I think serving other people and getting in
other people's worlds is one ofthe greatest um uh mindset tools
there is.
Right.
It's just getting out of yourown head, right?
I know there are days where Iwake up and I'm like, oh gosh, I
have coaching calls, and maybe Idon't feel like I'm in the
proper mindset to have thispowerful conversation.
(14:14):
And every time I go into thatconversation and just get
completely in somebody else'sworld, I leave the call and I'm
like, wow, I feel like adifferent human being.
SPEAKER_00 (14:25):
Yeah, I love that.
So a real key thing, I think,for anybody listening is when
you've got like your vision andyour purpose nailed and your
values around that nailed down,it gives you a sense of duty
that you didn't know you couldhave.
Um, and that sense of duty issuch a driver because if you
wake up one day and you've got areal bad headache, or you wake
(14:48):
up and you're riddled withanxiety, the sense of duty will
override that feeling, and youget stuff done anyway.
And like I've got clients in aWhatsApp group at the moment,
and I'm giving them a little bitof a hard time.
We've I've set them a taskcalled 10 before 10, where they
have to make 10 calls before10am every day, and uh like it
(15:10):
gets to quarter to 10 every day.
How many calls have you made?
And I all the excuses startrolling it, and it's like, well,
I've made 27 calls, I woke upwith a headache, I've had a
nosebleed, and uh I've heardthat my mum's best friend's just
passed away.
What's your issue?
And we just it's like you've gotto have that sense of duty.
SPEAKER_01 (15:32):
Wow.
So, how how did you find thatfor yourself?
And how do you help other peoplefind that?
SPEAKER_00 (15:39):
Um, for me, uh so the other things happened around
my dad um growing up.
He tried to take his own life.
Um then I lost my best friend tosuicide when I was in my late
teens.
Uh, and now my dad's in prisonbecause the mental health system
here is not great, and he's kindof fallen into the wrong side of
(16:02):
the system.
Um, that meant that I had my ownmental health issues, struggled
with anxiety, struggled withdepression.
So my option is serve people,fulfill my duty, fulfill my
vision, um, do everything I canto make a real impact in the
(16:23):
world, or feel like crap, and Iknow which one I prefer.
SPEAKER_01 (16:28):
Wow.
So take us back to getting clearon that vision, though.
How did you how did you knowyour vision was to like serve
help and help people and helppeople, you know, be happier,
better?
Like, how did you get how didyou crystallize that for
yourself?
SPEAKER_00 (16:48):
There's there's been a couple of things.
So one was I uh naturally likehelping people, and I kept
getting that whole like niceguys finish last like voice in
my head.
So I'd help someone out and thenend up having to stay up late to
do my own things, or I'd helpsomebody out because they said
(17:11):
they've got no money, and thenthey drive past me in a sports
car, and these things kepthappening, and I and I was
really getting down about it,and I was like, but I really
like helping people, and this isthis is like crushing.
It's this is like maybe theworld is just a horrible place,
and and uh and I need to startplaying the game, and then I
(17:35):
just couldn't accept that.
I I couldn't I couldn't give into that, I just was not willing
to to live that life.
I thought, no, I don't I don'twant it to be a grind, and I
don't want to feel likeeverything is a chore and a task
that has to be ticked off.
I want it to be a joy, and so Iwas like, right, okay.
(17:57):
I spoke to my business partnerand and he agreed, he he comes
from a very differentbackground, but he's experienced
different things to me that thatgot him to the same place.
Um we were like, okay, well,what's the core thing we like
doing?
Helping people, uh and what'sthe worst thing about helping
people?
Well, when it isn't fun.
(18:19):
So hey, so what should we do?
Well, we'll we'll help peopleand have fun.
If it doesn't tick those twothings, we're not doing it.
Now I'm not saying we always getit right, but nine times out of
ten we do.
And the best part about comingto work now, running a business,
is it's fun.
(18:40):
It's a joy.
I I I get a real buzz out of it.
And if you come to our office,it's not like other offices.
I mean, it's not Google, butit's it's pretty cool.
Um you know, the music's usuallypump in, you can play pool,
there's a drinks fridge, you canget some sweets, it's the sofas,
there's a podcast studio, it'sit's a different experience.
(19:03):
And then my friends take theMickey out of me.
They send me messages saying,Oh, you're playing pool today
again.
Uh and I'm like, Don't bejealous.
And and uh, so that's in anutshell, that's where I wasn't
really a nutshell, but that'swhere that story comes from.
(19:24):
Um the the the like core valuesthing is everything that props
that up.
SPEAKER_01 (19:31):
Say more about that.
SPEAKER_00 (19:33):
Okay, so we have like a strong set of values um
that we just never stray from.
So stay hungry is one of them,impressed with results is
another one, because uh in ourindustry, marketing, uh a lot a
lot of marketing companies getaccused of being all fluff.
(19:54):
Um and we can't.
That's I mean, like our emblemis a dinosaur.
Or there is zero fluff aboutwhat we do, it's it's it's about
getting results for people, andwhen you get people results,
that's when they feel like it'sfun, so it's important.
Um other things that we do, um,one of our values is own your
(20:17):
shit, and uh basically it's allabout ownership and
accountability, and that comesfrom me, and the reason that
comes from me is because when Ifelt mentally at my worst, the
best way to get control of thatis to take ownership of it, and
and it's the hardest thing to dowhen you feel like that.
(20:37):
But if I can demonstrate that,then when I'm asking someone in
our team to make sure ourFacebook ads are all spelt
correctly, not too bad.
It's not not too much of achallenge.
Um so yeah, our our valuesencompass everything that we do,
(20:59):
they're really important to us.
They're the way that weinterview new recruits, they're
the way that we interview newclients, they're the way we
interview new suppliers.
It's all part of it.
SPEAKER_01 (21:08):
That's so powerful.
Do you find that you that visionand values also is a compass in
your personal life?
I imagine.
SPEAKER_00 (21:18):
Yeah, yeah, to the annoyance of my wife sometimes.
So she's like, Oh, why are youbeing so direct about that?
I'm like, well, because it'sobvious.
Let's just get it done.
Um or like um, one of our valuesis start with why, which is
actually borrowed from SimonSinek's book.
Um one like I say why quite alot at home.
(21:41):
Some like somebody asked me todo something, why?
And if they can't give me a goodreason, it's not happening.
Andy, my business partner, saysbecause.
So in the same way, they'll belike, Oh Andy, can you take the
can you take the rubbish out?
Because and um, yeah, it butit's made my relationship with
(22:02):
my wife better.
She understands me betterbecause she's like, Oh, okay,
they're your core values.
If I ask you to do somethingoutside of those, it's not gonna
happen.
So I know what I'm working with.
And then she also understandswhy I get upset because I have a
real um my trigger is injustice.
I really struggle with likesocial injustice, all that, you
(22:27):
know, um sexism, racism.
It it fires me up.
Um, because I hate that feelingof when the good guy is getting
beaten up for being a good guy,or you um, and it's really
helped that she can see that,and then she sees it in business
as well with me now.
She's like, Oh, you know thatperson's gonna screw you, don't
you?
(22:47):
And uh I'm like, Well, whatmakes you say that?
And she says she'll say a fewthings, and I'm like, okay,
that's good to know.
I'll move towards them with loveand see what happens.
And she's normally right.
They're they're they're like,they're after something, and
once she once she get that, it'slike, okay, fine, we're not
doing business together.
Bye.
SPEAKER_01 (23:04):
Well, I find in the face of just my own humanity
that having vision and valuesare like, it's kind of like
these pillars that I can hold onto, right?
In the face of you know, theheadache or not feeling like
doing something or not beingfeeling inspired or energized to
do something, that that visionor that commitment and those
(23:27):
values are what allow me to actin the face of feeling
otherwise, right?
Like I learned a long time agothrough my writing that if I
follow my feelings, I'm nevergonna get anywhere fast.
I better know what I'm committedto and what you know I value and
what I'm standing for.
(23:48):
Because, like you said, that'swhat's allowed me to do anything
in my life, to stand for a greatmarriage, or to stand for a
business, or to stand forsharing a message when I was
shaking in my boots and didn'twant to get up and speak, right?
I did it because of that biggervision that you're talking
about, and that's what allowedme to show up in my life over
(24:11):
and over and over again.
And it sounds like that's truefor you too.
SPEAKER_00 (24:14):
I love that.
Yeah, so I've been doing a lotof reading recently about how
motivation's not a real thing,and that actually motivation is
a is a severe sense of purpose,and so you meet people who it
doesn't matter if it's raining,snowing, blowing a hurricane,
they still go for their runevery day, and you're like, What
(24:38):
why do you do that?
Like, why why are you doing thatto yourself?
It's like because I've got to.
I have to.
And it's like that's notmotivation, that's not it's not
the same thing.
It they don't wake up excited togo out in the snow, they wake up
and do it because it's anon-negotiable, it's part of
their purpose.
And I I like I'm getting therewith that.
(25:02):
Um certainly I'm I'm there withthe business, but yeah, there's
so many inspiring people outthere that do that, and then the
other thing that I see withthis, and Tony Robbins talks
about this, is happiness isprogress.
So I I really struggle with theidea of happiness because I
think happiness, as media andsociety tells us, is that
(25:28):
endorphin rush, that spike ofexcitement, and actually that
that's quite dangerous becauseon the other side of that is the
is the down.
And actually, when you look atthe people who are the most kind
of content with life andfulfilled, they're not running
around like they're reallyexcited, they're they're quite
(25:50):
calm, and that's why impressedwith results is one of our
values.
It's it's when you can showpeople that they're making
progress, it makes them feelfulfilled, and when they feel
feel fulfilled, they're trulyhappy.
SPEAKER_01 (26:04):
I really resonate with that because um I think
that ha happiness is it's likeit's this thing we feel like we
need to have more of in ourlife, but I've found in my own
life that what you're talkingabout, contentment or
fulfillment, is much moresustainable and isn't so
(26:25):
contingent on the outer world,right?
And like what's happening inyour life for me, yeah.
SPEAKER_00 (26:31):
Yeah, exactly.
That so I and I don't want toget confused with joy.
I'd never take joy from people,that kind of overwhelming feel
of joy, you know.
When you I don't know, when youmeet like I had it recently, I
met my nephew for the firsttime, and it was just like this
is lovely.
But that what it wasn'thappiness, it was joy.
(26:51):
That ability to feel content andat peace with the world, no
matter what's going on aroundwith you, is incredibly powerful
in business and in personal.
To be able to control yourenergy, know that life as it is
right now is pretty good, andand not get carried away is is a
real skill.
So it has to be something thathas to be practiced every day,
(27:13):
but it makes such a differenceto how you see the world.
SPEAKER_01 (27:17):
So I remember when you and I were talking on your
podcast that you we talked alittle bit about confidence, and
you said, you know, the secretto confidence is really
realizing that nobody has it.
So say a little bit about that,and how does that tie into the
work that you do, or does it tieinto the work you do with
people?
SPEAKER_00 (27:37):
Yeah, so yeah, I truly believe that the most
confident people you meet aren'tconfident, they're proficient,
they're they're practiced,they've done it time and time
again, and so it doesn't feeluncomfortable for them anymore.
If you meet somebody who iscocky about something, you know,
(27:59):
those people who are like, Oh,I'll be good at this when
they've never done it before,and then they fall flat on their
face.
You don't want to be thatperson, it's it's not it's not a
good look.
It's it's that whole like Idon't know who said it, but it's
like it took me 10 years tobecome an overnight success.
That statement of actually whenyou see someone on stage who
(28:20):
really controls the crowd well,are speaking to 400 people as if
they're just speaking one-on-onein a room, they've got everybody
engaged.
That's a skill that they'vepracticed over and over and over
again.
It's just that you didn't get tosee all the times they were
awful.
So, in our business, that's soimportant.
So, with our Done Few clientswhere we handle campaigns for
(28:43):
them, I'm very clear.
Look, we're gonna have to testand measure here, we're gonna
have to see what works and whatdoesn't.
And a few people say, Oh, well,you're a marketing company,
surely you know.
I'm like, Well, yeah, I've gotI've got a really good idea of
you know, we're gonna bepointing the needle in the right
direction, but we still need totest and measure.
And it's like, okay, so what amI paying you for?
(29:04):
It's like, well, you're payingme to make sure we go in the
right direction to start with,not we're not starting from
ground zero.
And in on the coaching side,it's about making people
understand how much work youneed to do at the front end to
get the result you want at theback end, and very few business
people become entrepreneursbecause they don't understand
(29:27):
that key bit.
SPEAKER_01 (29:29):
Say a little bit more about that.
SPEAKER_00 (29:32):
So, uh, a really easy analogy on that would be if
you were doing sales for yourbusiness and you made five sales
calls and you'd never done salescalls before, and you get off
and you're like, right, salesdoesn't work for me.
I've tried five, didn't make anysales.
And then you go down the roadand you talk to another business
owner, and they're like, Oh,how'd you get on with sales?
(29:52):
And they say, Well, for everyhundred calls we make, we make
two sales, so we need to figureout how we can make more calls.
And the first business ownergoes, Oh shit, I quit after
five.
And you see that time and timeagain in business.
Oh, I've done three posts onFacebook and nobody engaged, so
I'm never doing it again.
Or I've recorded 10 podcasts andI didn't get to number one, so
(30:15):
I'm done.
Or I launched a new marketingcampaign and I only got four
leads, so we're never going todo marketing again.
It's crap.
It's just not how life works.
It's the people that are willingto go through that uncomfortable
phase and push beyond it thatsucceed.
Occasionally someone gets lucky,but that that's one in a
hundred, don't worry about it.
SPEAKER_01 (30:36):
Do you think that's like a inherent in like that
entrepreneurial spirit?
Because I I don't I as youdescribed that moment of like,
you know, making those fivecalls or making those posts and
then being discouraged.
Like I've gone through that overand over and over again in my
business in different ways,right?
And I don't know that I everreally thought about like I'm
(30:57):
gonna keep going and this iswhat's required, but it just was
like this relentless spirit inme that just keeps I just keep
signing up for you know to gothrough it again.
SPEAKER_00 (31:07):
Yeah, and keep signing up for failure, yeah.
I get it.
Uh what is that?
One of our clients, one of ourclients texts me today and said,
How do you keep winning?
And I said, Because I'm failingmore than you.
And he's like, What do you mean?
I was like, I am failing allover the place to get these
wins.
Uh, you know, I'm getting notgetting enough sleep, um making
(31:31):
calls where people swear at me,I'm getting trolled on social
media.
I'm recording like last night Irecorded a podcast with someone
who I'm pretty sure isclinically insane.
It's like I am failing left,right, and center to win.
And they were like, well, whydon't you just give up?
That sounds brutal.
I was like, Yeah, but the winsare so good.
SPEAKER_01 (31:52):
Oh, that's awesome.
Okay, so I want to talk aboutone but one kind of last thing
so we can wrap.
I know that you journal everyday, you told me you journal
every day, and I'm fellowjournaling junkie, and I'd love
to have you share, especially Ithink coming from a male
(32:13):
perspective, like how how longhas journaling played a role in
your life?
How does it support you and youryour mindset, your life, your
business?
SPEAKER_00 (32:22):
Yeah.
So I actually journal twice aday now, which is a bit of a new
thing.
So the morning journaling isticking.
Um, I kind of like write downwhat mood I'm in, um, how I'm
feeling, what kind of physicalfeelings I've got too.
Uh, and then I'll write downthree things that I'm gonna
achieve today, three things I'mgrateful for, and then kind of
(32:46):
just 10 minutes of writing downwhat's going through my head.
The bit at the end of the daynow is checking in on the things
I said I was gonna do.
So holding myself accountable,and also writing down anything
I'm worried about because onceI've got it down on paper, it's
out of my head.
Uh, and then the final bit iscrossing out any of the ones
that I can't control.
(33:07):
So then when I wake up the nextday, I can look at the things I
can control and see what myaction points on those are.
Um, that's kind of in a nutshellwhat I do for my journaling.
The reason it was actually itwas born more out of personal
than it was out of business, itwas born out of trying to take
control of a brain that wasracing off in all directions,
(33:28):
like anxiety, stress, uh,depression, um, kind of
hyperactive thinking in terms ofnot being able to relax.
And journaling gave me a placeto kind of pull that all in and
also make sense of my thoughts.
I think there was a stage in mylife where my thoughts
controlled me, and I needed toget to a place where I
(33:50):
controlled my thoughts, andjournaling gave me that.
Over time, it's become anunbelievable business tool
because I'm stating my intentionevery day.
And when you state yourintention to yourself, you
become dangerous.
It's it's like today, like thismorning I had a sales goal that
I that I really wanted tohappen.
(34:10):
Some people call itmanifestation.
I I'm not sure if that if that'swhat it is for me.
I just have to have that levelof intent.
And I was thinking about it, andI remembered when I was a kid,
um, I was quite a good athlete.
I was good at soccer, I was goodon on the track, and I
remembered that I used tovisualize winning or visualise
scoring a goal, like, anddistinctly imagine it as if it
(34:33):
was a reality.
And then I was like, why did Istop doing that?
Like that's like and and Iremember why I stopped because
people used to say things to me,and we have I don't know if this
is a phrase in in the States,but away with the fairies.
So they'd say, like, oh, yourhead's always in the clouds,
you're away with the fairies,like, what are you doing?
(34:56):
And um I was like, and so itbecame a negative that I used to
spend time, which I now know waskind of meditating and
visualization, on focusing onwhat I wanted to achieve because
people thought that I wasprocrastinating, and now I do
it, and it's the number one toolin my business.
SPEAKER_01 (35:15):
Wow.
Have you been doing thetwice-a-day journaling for long
enough to be able to say likewhat impact that's having or how
that's different than one time aday?
SPEAKER_00 (35:26):
The reason I started the second half of it was when
your business gets bigger, youuncover bigger problems.
It's it's uh that's kind of thenature of being in business, and
I could feel some of the anxietystarting to seep back in.
Some um, you know, I'm I'm along way outside of my comfort
zone now.
(35:46):
Um, and that's that's fine,that's kind of what I signed up
for.
But sometimes I just need towrite that stuff down, get it
out of my head and get it onpaper.
The uh the other bit, which Ithink you mentioned about from
the male perspective, why do Ido this?
And I th I think it's anentrepreneurial trait, not just
a male trait.
I am like insanely competitive.
(36:07):
Do not play a board game with mebecause I'm not fun.
Oh like it if I lose and Imanage to stay present and keep
my manners, I've done reallywell.
It's like I'm not the guy totake to a pub quiz, I'm not the
guy to play a board game with,don't get cards out because if
(36:28):
if I come second, yeah, if Icome second, I might as well
have come last.
And that that again, that wasanother one of those things that
people tried to drum out of me.
They were like, you can't bethat competitive, you can't want
to win that much.
And it's not it's not just aboutme.
I I want other people to winthat much too.
(36:49):
If you're if I'm in your corner,I want you to win so much it
hurts.
And and people told me that wasa bad thing, and it's taken me
until like my mid-30s to realizethat's not a bad thing.
It that that is a tool for good.
SPEAKER_01 (37:02):
Oh, it's so awesome.
It is, it's like, why does ittake us so long to learn to just
like go with our natural rhythmsinstead of fight against them
and feel like we have to changethem, right?
SPEAKER_00 (37:14):
Yeah, yeah.
SPEAKER_01 (37:15):
Well, and I I also love this idea of it, sounds
like you have learned to supportyourself really well when you're
dealing with something new, oryou're like you said, your
anxiety increases, or you've gotbigger problems in the business,
that you you know how to bringin the proper support or tool to
(37:38):
take care of your own mentalwell-being.
And I think that is really soimportant as an entrepreneur, as
just a human being, really.
SPEAKER_00 (37:49):
Yeah, yeah, absolutely.
I mean, I think like at lastcount, I've got seven paid for
mentors or coaches.
I obviously I journal every day,I read self-help books, I try to
exercise as much as I can.
That's my weakest point, butit's getting better.
I eat very mindfully because thefuel I put in dictates how well
(38:11):
I perform.
It's almost a full-time job tomake sure that you're performing
as well as you should be, andyou owe that to everyone.
SPEAKER_01 (38:19):
It's work.
I mean, it really is.
I think about that in my ownlife.
Like living mindfully andintentionally is it's a lot of
work.
It takes a lot of diligence.
Um but the like you said, Ithink early on, it's like, well,
we can do that, or we can havethis other life where everything
is sort of running, wreakinghavoc everywhere and kind of
(38:41):
running in chaos.
And like, yeah, I'm gonna choosethis kind of work versus that
kind of work.
SPEAKER_00 (38:48):
Yeah, yeah.
And it doesn't take long toslip, it's that like, and we all
do it.
I'm not I'm nowhere near perfecton this.
But like, if you've ever hadproblems with weight, which is
something I can relate to, ifyou try to change your
lifestyle, and I'm avoiding theword diet on purpose, but if you
try to change your lifestyle andthen you kind of break the new
(39:10):
rules and have a pizza, and thenyou're like, Oh, I've had a
pizza, so I might as well have aburger.
Oh, I've had a burger, so I'mgonna have some cheese.
And then it'll take you like amonth to get back to where you
were before.
So actually, it's like, okay,everything in moderation.
How do I get this to a placewhere I'm in control, it doesn't
control me?
And like for me, it's food.
(39:31):
For some people, it's alcohol,for some people it's drugs, for
some people it's gambling, forsome people it's business.
It's yeah, you you have to, it'slike you have the tail doesn't
wag the dog.
SPEAKER_01 (39:43):
As we close, and I want you to share a little bit
about your work and where peoplecan find you.
But before we do that, ifsomebody's listening and they're
just getting started on allthis, right?
It can feel so overwhelming.
You clearly have been through alot and walked this in your own
life.
Like, where what would you?
Tell someone to start.
SPEAKER_00 (40:01):
I think a big one to start with is to get comfortable
with your own company.
Learn to love yourself.
Because until you've got thatsorted, you can't do any of this
stuff.
And and you'll never have itcompletely sorted.
But until you're comfortablewith yourself, you can't build
relationships, you can't buildbusinesses, you can't take on
(40:23):
challenges that feel impossible.
It's you won't have theself-worth required to do it.
And that applies to everybody.
And then the other thing is toremember that whatever it is
you're going through, somebodyelse has already been through
it.
So there will be a book or aresource or a website or a
coaching program or a counselloror a therapist that can help.
(40:46):
And you will be surprised howaffordable that is for whatever
stage of business you're at.
The return on investment fromthat kind of thing is 10x easy.
So it's an easy conversation tohave with yourself.
SPEAKER_01 (41:00):
So good.
In the work you do in yourcompany, like I just in this
conversation, I feel like I'vegotten such a better perspective
of what you do.
And the feeling I have is thatwhen somebody works with you,
they're getting so much morethan marketing.
So tell us a little bit abouthow people can find out more
(41:22):
about what you're doing andmaybe something you're really
excited about inside of yourlife and business.
SPEAKER_00 (41:27):
Cool.
Best way to find out more aboutwhat's going on with us, check
out codebreak.co.uk or hook upwith me on socials.
I'm on Instagram, LinkedIn,TikTok, Facebook, the usual
places.
Search Joel Stone.
I'm the guy with the glassesthat looks like this.
So if you're listening, I'm theguy with the glasses that sounds
like this.
(41:47):
Um something I'm really excitedabout at the moment.
So we've just started doing ourown live events.
We host it in this amazing suitein a hotel in the middle of the
UK.
People fly in from all over tocome to it.
It's it's kind of boutique-yworkshop based, so it's never
gonna be huge.
There's only 20 seats each timewe do it.
We do it once a month.
(42:07):
It's called Stay Hungry Live.
I'm just so excited.
We've done one so far, and thefeedback was immense.
It's marketed as a marketing daybecause that's how I get people
in the room.
When you get there, there'sthere's mindset, there's kind of
therapy, there's purpose,there's marketing, there's
amazing food and drink.
(42:29):
It's I'm so hyped about itbecause it lets people see
behind the curtain.
SPEAKER_01 (42:34):
Yeah, it sounds like you're feeding them all kinds of
good, awesome stuff.
SPEAKER_00 (42:40):
Yeah, yeah.
It's meant to be just crazy fun.
SPEAKER_01 (42:43):
So when is the next one?
SPEAKER_00 (42:45):
The next one's on the 27th of October, um, 18th of
November after that, and thenthe 6th of December.
So if if you're keen, if you'relistening, and this sounds like
a bit of you, just reach out tome on socials and I'll get you
there.
SPEAKER_01 (42:58):
That's awesome.
Oh my gosh, Joel, like what anhonor uh to hang out with you
and your your just honesty andyour realness is just it's so
good.
You just shared so many gems,and I'm so grateful that you
came on to uh I'm just glad mylisteners got to meet you, and I
thank you again for having me onyour podcast and would love to
(43:21):
you know collaborate in otherways.
You're an awesome.
SPEAKER_00 (43:24):
Yeah, I can see that I uh I feel like that's gonna
happen.
I've like I've loved getting toknow you.
I've I'm really grateful.
I've been on the podcast, and Ican't wait to see what comes
next.
SPEAKER_01 (43:34):
Awesome.
Thank you so much.
Have an awesome day, everyone.
Thank you for tuning in to thisepisode of Differently.
Hey, if you're ready to stopcircling the same thoughts and
start creating real momentum,check out my coaching
experiences.
There's a 12-week experience fora big shift, or there's a
(43:55):
monthly writing and coachingpartnership for ongoing clarity,
creativity, alignment, andmomentum.
You can find all the details atCarlareeves.com.
And if you enjoyed this episode,please help me grow the podcast
and leave a five-star review onApple Podcasts and share with
(44:16):
someone you love.
Until next time, stop survivingyour life.
Start creating it.
A deep change in the way that we live requires a deep
change in the way that we think.
I'm Carla Reeves, and this isDifferently.
I don't know about you, but myfavorite movies are the ones
that tell a story of overcoming.
My guest today shares just thatkind of story.
(00:20):
You're about to meet Joel Stone.
I was recently on his podcast,and I knew right away that I
wanted you to meet him too.
Joel is an entrepreneur, abest-selling author, he's the
podcast host of Stay Hungry.
He's the co-founder of UK'sleading direct response
marketing company, Codebreak.
His work has been featured allover the world and listed
(00:42):
alongside other leading businessfigures and celebrities.
However, beyond hisaccomplishments, Joel has an
incredible story that has fueleda very strong personal vision, a
sense of duty that gets him outof bed and causes him to show up
to his life in a really big way,even when the mind and body
(01:03):
would like to do otherwise.
Can you relate?
If you're not on the move today,grab a notebook.
You're going to want to writesome things down.
Get ready to be inspired.
He shares so many tangibletakeaways around mindset,
finding your own personalvision, overcoming anxiety,
living a life of service.
He talks about how something hewas made fun of as a kid has
(01:26):
turned into his number onebusiness tool.
And you guys, there is seriouslyso much more in this one
conversation, but I will leavethat to be a surprise.
Hey Joel, welcome todifferently.
I'm super excited to have youhere.
SPEAKER_00 (01:43):
Thank you so much for having me.
I'm excited to be here.
SPEAKER_01 (01:46):
Yeah.
So I got the had the privilegeof being on Joel's podcast, Stay
Hungry, and um and just like methim and decided I want to have
you come on our podcast heretoo.
Really excited to dive into thisconversation.
So why don't you give us alittle snapshot of who you are,
where you are, and what you doin the world?
SPEAKER_00 (02:06):
Cool.
So my name's Joel Stone.
Uh I live in a sleepy towncalled Shrewsbury in the UK.
And we have one of the UK'sfastest growing marketing
agencies.
Uh I'm the I'm the co-founder.
We're best-selling authors inthe marketing space.
We have a marketing coachingprogram that includes a lot
(02:26):
about mindset and confidence andthings like that.
Uh, I speak from the stage, Ihave my own podcast, and yeah, I
think that's enough.
SPEAKER_01 (02:36):
I think that's enough.
A sleepy town.
That sounds so nice.
I grew up in a sleepy townthat's not so sleepy anymore.
So a sleepy town sounds nice.
And it has it always been thatway.
SPEAKER_00 (02:49):
Yeah, to an American, this is definitely a
sleepy town.
SPEAKER_01 (02:54):
So great.
Tell us where where did this allstart for you?
I I always love the story behindthe business because I I know
there's so much there.
So give us give us the story.
SPEAKER_00 (03:05):
Okay, so the actual business side.
Um I'm a graphic designer bytrade.
I um studied graphic design atuniversity, went into the design
industry.
I built up a great portfolioworking freelance for for major
agencies on big brands, and thenthe recession hit.
(03:26):
And freelancers are very easy tolet go of.
And I trained to be anaccountant.
Why wouldn't you?
Uh but but long story short,combining accountancy and
graphic design is actually notthat far away from marketing.
Um, because you can handle thedata, the numbers, understand
(03:46):
margins, understand returns, andthen use your creativity to
create that spark.
So um after qualifying as anaccountant, I set up my own
design agency, ran that verysuccessfully for seven years,
but the whole time was workingwith my now business partner on
so many projects that it justgot to the point where we had to
(04:08):
merge because the overlap wasconfusing.
And we created what is nowCodebreak, and it's gone
bananas.
SPEAKER_01 (04:18):
Hmm.
That's awesome.
And so, but what's your personallike what's your personal story
behind all this?
What drives this for you?
What sure gets you out of bedevery day and inspires you?
SPEAKER_00 (04:32):
So I I have like a really strong personal vision,
um, which is to help people andhave fun, and uh and our company
mantra is stay hungry.
Now, um the help people and havefun used to just be to help
people, and then I found overtime that I was helping a lot of
the wrong people.
(04:52):
Um, there's a lot of people outthere that will accept help that
and and act like they reallyneed it and not value you.
And so I was it wasn't much fun.
It was actually I found it beatme up quite a bit, and so I was
like, okay, how can I helppeople that really need it, but
it'd still be fun?
(05:13):
What one element of that isgetting paid to do it, and but
but the the other element isgetting people who've got the
right values are on the samewavelength as me.
Because when you help them, theyuse it for the right reasons,
they do good with that help.
And so the the exponentialimpact of help people and have
fun is the more people I help,the more people they can help,
(05:35):
and the more people they canhelp.
And over time, you know, we'veseen like really dramatic
results from that.
Now that's born from our companymantra, which is stay hungry.
Um, there's kind of two sides tothat.
The boring side is we had aclient that um leased vans, and
(05:57):
we built them a website, did amarketing campaign, and all
their vans were gone.
They they no longer had any vansavailable, and they came in for
a meeting, and we were like, Oh,this is it.
It's it's about to happen.
They're gonna get a new depot,they're gonna get more vans,
this is gonna explode.
And they both came in, lookedreally pale, really scared, and
said, We need you to stopwhatever it is you're doing.
(06:20):
This is too much.
We liked it how it was before.
We just want to calm it alldown.
Um, yeah, this relationship'sover.
And it was sort of in thatmoment I realised I can't work
with people like that if theyhaven't got the fire in the
belly to sort of serve peopleand make the world more exciting
(06:42):
and better, they're not for us.
So that that's the boring sideof it, but but a story that
that's really valid.
SPEAKER_01 (06:52):
Um that it's a catalyst, right?
It's a catalyst for something.
SPEAKER_00 (06:57):
A massive catalyst.
So now we really hyper-qualifyour clients.
The whole process, um, from themoment someone meets me to the
moment they become a client is aqualifying process.
They might not know it is theyyou know, if they're thinking,
oh, a free consultation, that'snice, and oh, a kickoff meeting,
that's nice.
Um, but the whole time it's us,okay, is this person made of the
(07:21):
right stuff?
Can they can they keep up?
Will they do as they need to?
When we get them a hundredleads, will they follow up on
all of those calls?
And if we feel like they won't,it's a bad fit.
The other side of this is I hada a very traumatic childhood.
Um I grew up well, the the yearI was born, three months before
(07:46):
I was born, my father's brothercommitted suicide.
Um, so I was born into trauma,and it's a hard thing to
describe.
And a really strange thinghappened, but I also looked like
my uncle that had just passed.
So so I spent the first likewhen as soon as I started to
understand things, the firstsort of four or five years of my
(08:06):
life.
My dad, my grandmother all said,Oh, you look so much like your
uncle.
That was an awful pressure tocarry.
It was really weird.
At the same time, my daddeveloped severe mental health
issues, as you can understand.
So he spent a lot of time inhospital, and my mum had to work
multiple jobs to put food on thetable, which is absolutely
(08:31):
inspiring.
And as you know, stay hungry forme is seeing my mum leaving the
house early in the morning, notcoming back till late at night,
putting herself last for others.
That's a a huge thing for me.
Um, because I'd really like tohelp other people not have to do
(08:52):
that, and then like a little biton the side is I I really look
forward to the days where I canjust treat my mum now.
That's a like it's it's reallycool that I'm doing well enough
that I can just do somethingnice for her.
SPEAKER_01 (09:07):
Does she does she know that's part of your vision
and story behind what you do?
SPEAKER_00 (09:13):
Yeah, um, I was on another podcast quite recently,
and they asked me who who mostinspires me in life.
And like I've got you know, somebig hitters like I love Gary
Vaynerchuk, um, you know, I gotNelson Mandela, Mohammed Ali,
like I've got all these heroes,but no, no one gets close to my
mum.
And it's not like it's not likea mummy's boy thing, it's not
(09:38):
it's not like I don't go cryingto my mom, I'm very independent,
but she has got like some sortof fire in her.
She doesn't even know it, she'snot like a business ambitious
type.
Holy moly, when things get hard,she is the person you want in
your corner.
SPEAKER_01 (09:55):
I'm a boy mom, and just to hear you talk about your
mom that way, that's just socool.
And when you said, Joel, whenyou said like you were born into
trauma, I too was born into alot of grief.
And like you said, what did yousay?
You said something like, youknow, I I it's hard to explain
(10:15):
what that is like, right?
And even as a young infant,right?
Like we embody some of thatenvironment that we were born
into.
My I'm uh from a his, hers, andours family.
My mom had lost her firsthusband in Vietnam and had three
young children, and met my dadand had me shortly after.
(10:38):
And so they were allexperiencing the grief of her
husband and their father.
And then I came into the world,and I feel like part of my work
that I do in the world to upliftpeople comes from that.
Um, because I think it was justlike born in me to like make
everybody feel better.
SPEAKER_00 (10:59):
Yeah, you have like this like inbuilt anxiety and
you don't know where it's comefrom.
And um, like, you know, I'vespoken to therapists, that's
just a healthy thing to do.
And and they're like, Oh, youknow, you can choose not to be
anxious.
And the first time somebody saidthat to me, I was like, what are
you talking about?
This is like my defaultposition.
(11:20):
This is all I know because I waslike so worried about making
sure everybody else was okay,that the the fact that I felt
completely frazzled didn't evenregister.
And then when I learned that, Iwas like, oh, this is a power
for good.
I can use this.
And here we are.
SPEAKER_01 (11:39):
And here we are.
Wow, that's a that's a reallyI've never heard it quite that
way, right?
I've heard you can choose to behappy and you know that you have
choice in all these things, butI've never really heard it
directly for feeling anxious oranxiety.
And I think probably peoplelistening, like that's just such
a um, there's a lot of power inthat to be able to change your
(12:00):
your state of being.
So give us a little bit of likefrom there to here, like what
have been some of yourchallenges along your
entrepreneurial journey?
And I know you do a lot of workaround mindset.
Um I mean, I think I know whymindset is an important piece of
(12:20):
the work you do, but take us alittle bit deeper into that and
the role that that plays in inyour life and in the work you do
with people.
SPEAKER_00 (12:28):
Sure.
So um the honest answer is Ihave to work on my mindset every
day.
Um if if you've been unfortunateto have a life of trauma, um you
you will have to work on itevery day.
That that's but I've also knowpeople who've had no trauma and
(12:51):
um have been very fortunate andthey equally need to work on
their mindset every day becauseyou meet people who've been very
fortunate, and their trauma isthat they've had no trauma, that
their struggle is the fact thatthey don't know what it feels
like to struggle, and that canreally hammer their self-worth.
So we built into our marketingprogram, into our coaching that
(13:13):
you should journal.
We built in that you should workon your mindset, that you should
stay hungry, that you shouldhave really important moral
values that you impress onpeople, and if they don't keep
to that, then don't work withthem.
And it just makes it so mucheasier to get out of bed every
day.
When you get out of bed and youthink today I'm gonna really
(13:34):
help somebody, or today I'mgonna do some good for the
world.
It doesn't really matter whatgoes wrong because your purpose
is way bigger than paying thebills or putting food on the
table.
SPEAKER_01 (13:50):
I think serving other people and getting in
other people's worlds is one ofthe greatest um uh mindset tools
there is.
Right.
It's just getting out of yourown head, right?
I know there are days where Iwake up and I'm like, oh gosh, I
have coaching calls, and maybe Idon't feel like I'm in the
proper mindset to have thispowerful conversation.
(14:14):
And every time I go into thatconversation and just get
completely in somebody else'sworld, I leave the call and I'm
like, wow, I feel like adifferent human being.
SPEAKER_00 (14:25):
Yeah, I love that.
So a real key thing, I think,for anybody listening is when
you've got like your vision andyour purpose nailed and your
values around that nailed down,it gives you a sense of duty
that you didn't know you couldhave.
Um, and that sense of duty issuch a driver because if you
wake up one day and you've got areal bad headache, or you wake
(14:48):
up and you're riddled withanxiety, the sense of duty will
override that feeling, and youget stuff done anyway.
And like I've got clients in aWhatsApp group at the moment,
and I'm giving them a little bitof a hard time.
We've I've set them a taskcalled 10 before 10, where they
have to make 10 calls before10am every day, and uh like it
(15:10):
gets to quarter to 10 every day.
How many calls have you made?
And I all the excuses startrolling it, and it's like, well,
I've made 27 calls, I woke upwith a headache, I've had a
nosebleed, and uh I've heardthat my mum's best friend's just
passed away.
What's your issue?
And we just it's like you've gotto have that sense of duty.
SPEAKER_01 (15:32):
Wow.
So, how how did you find thatfor yourself?
And how do you help other peoplefind that?
SPEAKER_00 (15:39):
Um, for me, uh so the other things happened around
my dad um growing up.
He tried to take his own life.
Um then I lost my best friend tosuicide when I was in my late
teens.
Uh, and now my dad's in prisonbecause the mental health system
here is not great, and he's kindof fallen into the wrong side of
(16:02):
the system.
Um, that meant that I had my ownmental health issues, struggled
with anxiety, struggled withdepression.
So my option is serve people,fulfill my duty, fulfill my
vision, um, do everything I canto make a real impact in the
(16:23):
world, or feel like crap, and Iknow which one I prefer.
SPEAKER_01 (16:28):
Wow.
So take us back to getting clearon that vision, though.
How did you how did you knowyour vision was to like serve
help and help people and helppeople, you know, be happier,
better?
Like, how did you get how didyou crystallize that for
yourself?
SPEAKER_00 (16:48):
There's there's been a couple of things.
So one was I uh naturally likehelping people, and I kept
getting that whole like niceguys finish last like voice in
my head.
So I'd help someone out and thenend up having to stay up late to
do my own things, or I'd helpsomebody out because they said
(17:11):
they've got no money, and thenthey drive past me in a sports
car, and these things kepthappening, and I and I was
really getting down about it,and I was like, but I really
like helping people, and this isthis is like crushing.
It's this is like maybe theworld is just a horrible place,
and and uh and I need to startplaying the game, and then I
(17:35):
just couldn't accept that.
I I couldn't I couldn't give into that, I just was not willing
to to live that life.
I thought, no, I don't I don'twant it to be a grind, and I
don't want to feel likeeverything is a chore and a task
that has to be ticked off.
I want it to be a joy, and so Iwas like, right, okay.
(17:57):
I spoke to my business partnerand and he agreed, he he comes
from a very differentbackground, but he's experienced
different things to me that thatgot him to the same place.
Um we were like, okay, well,what's the core thing we like
doing?
Helping people, uh and what'sthe worst thing about helping
people?
Well, when it isn't fun.
(18:19):
So hey, so what should we do?
Well, we'll we'll help peopleand have fun.
If it doesn't tick those twothings, we're not doing it.
Now I'm not saying we always getit right, but nine times out of
ten we do.
And the best part about comingto work now, running a business,
is it's fun.
(18:40):
It's a joy.
I I I get a real buzz out of it.
And if you come to our office,it's not like other offices.
I mean, it's not Google, butit's it's pretty cool.
Um you know, the music's usuallypump in, you can play pool,
there's a drinks fridge, you canget some sweets, it's the sofas,
there's a podcast studio, it'sit's a different experience.
(19:03):
And then my friends take theMickey out of me.
They send me messages saying,Oh, you're playing pool today
again.
Uh and I'm like, Don't bejealous.
And and uh, so that's in anutshell, that's where I wasn't
really a nutshell, but that'swhere that story comes from.
(19:24):
Um the the the like core valuesthing is everything that props
that up.
SPEAKER_01 (19:31):
Say more about that.
SPEAKER_00 (19:33):
Okay, so we have like a strong set of values um
that we just never stray from.
So stay hungry is one of them,impressed with results is
another one, because uh in ourindustry, marketing, uh a lot a
lot of marketing companies getaccused of being all fluff.
(19:54):
Um and we can't.
That's I mean, like our emblemis a dinosaur.
Or there is zero fluff aboutwhat we do, it's it's it's about
getting results for people, andwhen you get people results,
that's when they feel like it'sfun, so it's important.
Um other things that we do, um,one of our values is own your
(20:17):
shit, and uh basically it's allabout ownership and
accountability, and that comesfrom me, and the reason that
comes from me is because when Ifelt mentally at my worst, the
best way to get control of thatis to take ownership of it, and
and it's the hardest thing to dowhen you feel like that.
(20:37):
But if I can demonstrate that,then when I'm asking someone in
our team to make sure ourFacebook ads are all spelt
correctly, not too bad.
It's not not too much of achallenge.
Um so yeah, our our valuesencompass everything that we do,
(20:59):
they're really important to us.
They're the way that weinterview new recruits, they're
the way that we interview newclients, they're the way we
interview new suppliers.
It's all part of it.
SPEAKER_01 (21:08):
That's so powerful.
Do you find that you that visionand values also is a compass in
your personal life?
I imagine.
SPEAKER_00 (21:18):
Yeah, yeah, to the annoyance of my wife sometimes.
So she's like, Oh, why are youbeing so direct about that?
I'm like, well, because it'sobvious.
Let's just get it done.
Um or like um, one of our valuesis start with why, which is
actually borrowed from SimonSinek's book.
Um one like I say why quite alot at home.
(21:41):
Some like somebody asked me todo something, why?
And if they can't give me a goodreason, it's not happening.
Andy, my business partner, saysbecause.
So in the same way, they'll belike, Oh Andy, can you take the
can you take the rubbish out?
Because and um, yeah, it butit's made my relationship with
(22:02):
my wife better.
She understands me betterbecause she's like, Oh, okay,
they're your core values.
If I ask you to do somethingoutside of those, it's not gonna
happen.
So I know what I'm working with.
And then she also understandswhy I get upset because I have a
real um my trigger is injustice.
I really struggle with likesocial injustice, all that, you
(22:27):
know, um sexism, racism.
It it fires me up.
Um, because I hate that feelingof when the good guy is getting
beaten up for being a good guy,or you um, and it's really
helped that she can see that,and then she sees it in business
as well with me now.
She's like, Oh, you know thatperson's gonna screw you, don't
you?
(22:47):
And uh I'm like, Well, whatmakes you say that?
And she says she'll say a fewthings, and I'm like, okay,
that's good to know.
I'll move towards them with loveand see what happens.
And she's normally right.
They're they're they're like,they're after something, and
once she once she get that, it'slike, okay, fine, we're not
doing business together.
Bye.
SPEAKER_01 (23:04):
Well, I find in the face of just my own humanity
that having vision and valuesare like, it's kind of like
these pillars that I can hold onto, right?
In the face of you know, theheadache or not feeling like
doing something or not beingfeeling inspired or energized to
do something, that that visionor that commitment and those
(23:27):
values are what allow me to actin the face of feeling
otherwise, right?
Like I learned a long time agothrough my writing that if I
follow my feelings, I'm nevergonna get anywhere fast.
I better know what I'm committedto and what you know I value and
what I'm standing for.
(23:48):
Because, like you said, that'swhat's allowed me to do anything
in my life, to stand for a greatmarriage, or to stand for a
business, or to stand forsharing a message when I was
shaking in my boots and didn'twant to get up and speak, right?
I did it because of that biggervision that you're talking
about, and that's what allowedme to show up in my life over
(24:11):
and over and over again.
And it sounds like that's truefor you too.
SPEAKER_00 (24:14):
I love that.
Yeah, so I've been doing a lotof reading recently about how
motivation's not a real thing,and that actually motivation is
a is a severe sense of purpose,and so you meet people who it
doesn't matter if it's raining,snowing, blowing a hurricane,
they still go for their runevery day, and you're like, What
(24:38):
why do you do that?
Like, why why are you doing thatto yourself?
It's like because I've got to.
I have to.
And it's like that's notmotivation, that's not it's not
the same thing.
It they don't wake up excited togo out in the snow, they wake up
and do it because it's anon-negotiable, it's part of
their purpose.
And I I like I'm getting therewith that.
(25:02):
Um certainly I'm I'm there withthe business, but yeah, there's
so many inspiring people outthere that do that, and then the
other thing that I see withthis, and Tony Robbins talks
about this, is happiness isprogress.
So I I really struggle with theidea of happiness because I
think happiness, as media andsociety tells us, is that
(25:28):
endorphin rush, that spike ofexcitement, and actually that
that's quite dangerous becauseon the other side of that is the
is the down.
And actually, when you look atthe people who are the most kind
of content with life andfulfilled, they're not running
around like they're reallyexcited, they're they're quite
(25:50):
calm, and that's why impressedwith results is one of our
values.
It's it's when you can showpeople that they're making
progress, it makes them feelfulfilled, and when they feel
feel fulfilled, they're trulyhappy.
SPEAKER_01 (26:04):
I really resonate with that because um I think
that ha happiness is it's likeit's this thing we feel like we
need to have more of in ourlife, but I've found in my own
life that what you're talkingabout, contentment or
fulfillment, is much moresustainable and isn't so
(26:25):
contingent on the outer world,right?
And like what's happening inyour life for me, yeah.
SPEAKER_00 (26:31):
Yeah, exactly.
That so I and I don't want toget confused with joy.
I'd never take joy from people,that kind of overwhelming feel
of joy, you know.
When you I don't know, when youmeet like I had it recently, I
met my nephew for the firsttime, and it was just like this
is lovely.
But that what it wasn'thappiness, it was joy.
(26:51):
That ability to feel content andat peace with the world, no
matter what's going on aroundwith you, is incredibly powerful
in business and in personal.
To be able to control yourenergy, know that life as it is
right now is pretty good, andand not get carried away is is a
real skill.
So it has to be something thathas to be practiced every day,
(27:13):
but it makes such a differenceto how you see the world.
SPEAKER_01 (27:17):
So I remember when you and I were talking on your
podcast that you we talked alittle bit about confidence, and
you said, you know, the secretto confidence is really
realizing that nobody has it.
So say a little bit about that,and how does that tie into the
work that you do, or does it tieinto the work you do with
people?
SPEAKER_00 (27:37):
Yeah, so yeah, I truly believe that the most
confident people you meet aren'tconfident, they're proficient,
they're they're practiced,they've done it time and time
again, and so it doesn't feeluncomfortable for them anymore.
If you meet somebody who iscocky about something, you know,
(27:59):
those people who are like, Oh,I'll be good at this when
they've never done it before,and then they fall flat on their
face.
You don't want to be thatperson, it's it's not it's not a
good look.
It's it's that whole like Idon't know who said it, but it's
like it took me 10 years tobecome an overnight success.
That statement of actually whenyou see someone on stage who
(28:20):
really controls the crowd well,are speaking to 400 people as if
they're just speaking one-on-onein a room, they've got everybody
engaged.
That's a skill that they'vepracticed over and over and over
again.
It's just that you didn't get tosee all the times they were
awful.
So, in our business, that's soimportant.
So, with our Done Few clientswhere we handle campaigns for
(28:43):
them, I'm very clear.
Look, we're gonna have to testand measure here, we're gonna
have to see what works and whatdoesn't.
And a few people say, Oh, well,you're a marketing company,
surely you know.
I'm like, Well, yeah, I've gotI've got a really good idea of
you know, we're gonna bepointing the needle in the right
direction, but we still need totest and measure.
And it's like, okay, so what amI paying you for?
(29:04):
It's like, well, you're payingme to make sure we go in the
right direction to start with,not we're not starting from
ground zero.
And in on the coaching side,it's about making people
understand how much work youneed to do at the front end to
get the result you want at theback end, and very few business
people become entrepreneursbecause they don't understand
(29:27):
that key bit.
SPEAKER_01 (29:29):
Say a little bit more about that.
SPEAKER_00 (29:32):
So, uh, a really easy analogy on that would be if
you were doing sales for yourbusiness and you made five sales
calls and you'd never done salescalls before, and you get off
and you're like, right, salesdoesn't work for me.
I've tried five, didn't make anysales.
And then you go down the roadand you talk to another business
owner, and they're like, Oh,how'd you get on with sales?
(29:52):
And they say, Well, for everyhundred calls we make, we make
two sales, so we need to figureout how we can make more calls.
And the first business ownergoes, Oh shit, I quit after
five.
And you see that time and timeagain in business.
Oh, I've done three posts onFacebook and nobody engaged, so
I'm never doing it again.
Or I've recorded 10 podcasts andI didn't get to number one, so
(30:15):
I'm done.
Or I launched a new marketingcampaign and I only got four
leads, so we're never going todo marketing again.
It's crap.
It's just not how life works.
It's the people that are willingto go through that uncomfortable
phase and push beyond it thatsucceed.
Occasionally someone gets lucky,but that that's one in a
hundred, don't worry about it.
SPEAKER_01 (30:36):
Do you think that's like a inherent in like that
entrepreneurial spirit?
Because I I don't I as youdescribed that moment of like,
you know, making those fivecalls or making those posts and
then being discouraged.
Like I've gone through that overand over and over again in my
business in different ways,right?
And I don't know that I everreally thought about like I'm
(30:57):
gonna keep going and this iswhat's required, but it just was
like this relentless spirit inme that just keeps I just keep
signing up for you know to gothrough it again.
SPEAKER_00 (31:07):
Yeah, and keep signing up for failure, yeah.
I get it.
Uh what is that?
One of our clients, one of ourclients texts me today and said,
How do you keep winning?
And I said, Because I'm failingmore than you.
And he's like, What do you mean?
I was like, I am failing allover the place to get these
wins.
Uh, you know, I'm getting notgetting enough sleep, um making
(31:31):
calls where people swear at me,I'm getting trolled on social
media.
I'm recording like last night Irecorded a podcast with someone
who I'm pretty sure isclinically insane.
It's like I am failing left,right, and center to win.
And they were like, well, whydon't you just give up?
That sounds brutal.
I was like, Yeah, but the winsare so good.
SPEAKER_01 (31:52):
Oh, that's awesome.
Okay, so I want to talk aboutone but one kind of last thing
so we can wrap.
I know that you journal everyday, you told me you journal
every day, and I'm fellowjournaling junkie, and I'd love
to have you share, especially Ithink coming from a male
(32:13):
perspective, like how how longhas journaling played a role in
your life?
How does it support you and youryour mindset, your life, your
business?
SPEAKER_00 (32:22):
Yeah.
So I actually journal twice aday now, which is a bit of a new
thing.
So the morning journaling isticking.
Um, I kind of like write downwhat mood I'm in, um, how I'm
feeling, what kind of physicalfeelings I've got too.
Uh, and then I'll write downthree things that I'm gonna
achieve today, three things I'mgrateful for, and then kind of
(32:46):
just 10 minutes of writing downwhat's going through my head.
The bit at the end of the daynow is checking in on the things
I said I was gonna do.
So holding myself accountable,and also writing down anything
I'm worried about because onceI've got it down on paper, it's
out of my head.
Uh, and then the final bit iscrossing out any of the ones
that I can't control.
(33:07):
So then when I wake up the nextday, I can look at the things I
can control and see what myaction points on those are.
Um, that's kind of in a nutshellwhat I do for my journaling.
The reason it was actually itwas born more out of personal
than it was out of business, itwas born out of trying to take
control of a brain that wasracing off in all directions,
(33:28):
like anxiety, stress, uh,depression, um, kind of
hyperactive thinking in terms ofnot being able to relax.
And journaling gave me a placeto kind of pull that all in and
also make sense of my thoughts.
I think there was a stage in mylife where my thoughts
controlled me, and I needed toget to a place where I
(33:50):
controlled my thoughts, andjournaling gave me that.
Over time, it's become anunbelievable business tool
because I'm stating my intentionevery day.
And when you state yourintention to yourself, you
become dangerous.
It's it's like today, like thismorning I had a sales goal that
I that I really wanted tohappen.
(34:10):
Some people call itmanifestation.
I I'm not sure if that if that'swhat it is for me.
I just have to have that levelof intent.
And I was thinking about it, andI remembered when I was a kid,
um, I was quite a good athlete.
I was good at soccer, I was goodon on the track, and I
remembered that I used tovisualize winning or visualise
scoring a goal, like, anddistinctly imagine it as if it
(34:33):
was a reality.
And then I was like, why did Istop doing that?
Like that's like and and Iremember why I stopped because
people used to say things to me,and we have I don't know if this
is a phrase in in the States,but away with the fairies.
So they'd say, like, oh, yourhead's always in the clouds,
you're away with the fairies,like, what are you doing?
(34:56):
And um I was like, and so itbecame a negative that I used to
spend time, which I now know waskind of meditating and
visualization, on focusing onwhat I wanted to achieve because
people thought that I wasprocrastinating, and now I do
it, and it's the number one toolin my business.
SPEAKER_01 (35:15):
Wow.
Have you been doing thetwice-a-day journaling for long
enough to be able to say likewhat impact that's having or how
that's different than one time aday?
SPEAKER_00 (35:26):
The reason I started the second half of it was when
your business gets bigger, youuncover bigger problems.
It's it's uh that's kind of thenature of being in business, and
I could feel some of the anxietystarting to seep back in.
Some um, you know, I'm I'm along way outside of my comfort
zone now.
(35:46):
Um, and that's that's fine,that's kind of what I signed up
for.
But sometimes I just need towrite that stuff down, get it
out of my head and get it onpaper.
The uh the other bit, which Ithink you mentioned about from
the male perspective, why do Ido this?
And I th I think it's anentrepreneurial trait, not just
a male trait.
I am like insanely competitive.
(36:07):
Do not play a board game with mebecause I'm not fun.
Oh like it if I lose and Imanage to stay present and keep
my manners, I've done reallywell.
It's like I'm not the guy totake to a pub quiz, I'm not the
guy to play a board game with,don't get cards out because if
(36:28):
if I come second, yeah, if Icome second, I might as well
have come last.
And that that again, that wasanother one of those things that
people tried to drum out of me.
They were like, you can't bethat competitive, you can't want
to win that much.
And it's not it's not just aboutme.
I I want other people to winthat much too.
(36:49):
If you're if I'm in your corner,I want you to win so much it
hurts.
And and people told me that wasa bad thing, and it's taken me
until like my mid-30s to realizethat's not a bad thing.
It that that is a tool for good.
SPEAKER_01 (37:02):
Oh, it's so awesome.
It is, it's like, why does ittake us so long to learn to just
like go with our natural rhythmsinstead of fight against them
and feel like we have to changethem, right?
SPEAKER_00 (37:14):
Yeah, yeah.
SPEAKER_01 (37:15):
Well, and I I also love this idea of it, sounds
like you have learned to supportyourself really well when you're
dealing with something new, oryou're like you said, your
anxiety increases, or you've gotbigger problems in the business,
that you you know how to bringin the proper support or tool to
(37:38):
take care of your own mentalwell-being.
And I think that is really soimportant as an entrepreneur, as
just a human being, really.
SPEAKER_00 (37:49):
Yeah, yeah, absolutely.
I mean, I think like at lastcount, I've got seven paid for
mentors or coaches.
I obviously I journal every day,I read self-help books, I try to
exercise as much as I can.
That's my weakest point, butit's getting better.
I eat very mindfully because thefuel I put in dictates how well
(38:11):
I perform.
It's almost a full-time job tomake sure that you're performing
as well as you should be, andyou owe that to everyone.
SPEAKER_01 (38:19):
It's work.
I mean, it really is.
I think about that in my ownlife.
Like living mindfully andintentionally is it's a lot of
work.
It takes a lot of diligence.
Um but the like you said, Ithink early on, it's like, well,
we can do that, or we can havethis other life where everything
is sort of running, wreakinghavoc everywhere and kind of
(38:41):
running in chaos.
And like, yeah, I'm gonna choosethis kind of work versus that
kind of work.
SPEAKER_00 (38:48):
Yeah, yeah.
And it doesn't take long toslip, it's that like, and we all
do it.
I'm not I'm nowhere near perfecton this.
But like, if you've ever hadproblems with weight, which is
something I can relate to, ifyou try to change your
lifestyle, and I'm avoiding theword diet on purpose, but if you
try to change your lifestyle andthen you kind of break the new
(39:10):
rules and have a pizza, and thenyou're like, Oh, I've had a
pizza, so I might as well have aburger.
Oh, I've had a burger, so I'mgonna have some cheese.
And then it'll take you like amonth to get back to where you
were before.
So actually, it's like, okay,everything in moderation.
How do I get this to a placewhere I'm in control, it doesn't
control me?
And like for me, it's food.
(39:31):
For some people, it's alcohol,for some people it's drugs, for
some people it's gambling, forsome people it's business.
It's yeah, you you have to, it'slike you have the tail doesn't
wag the dog.
SPEAKER_01 (39:43):
As we close, and I want you to share a little bit
about your work and where peoplecan find you.
But before we do that, ifsomebody's listening and they're
just getting started on allthis, right?
It can feel so overwhelming.
You clearly have been through alot and walked this in your own
life.
Like, where what would you?
Tell someone to start.
SPEAKER_00 (40:01):
I think a big one to start with is to get comfortable
with your own company.
Learn to love yourself.
Because until you've got thatsorted, you can't do any of this
stuff.
And and you'll never have itcompletely sorted.
But until you're comfortablewith yourself, you can't build
relationships, you can't buildbusinesses, you can't take on
(40:23):
challenges that feel impossible.
It's you won't have theself-worth required to do it.
And that applies to everybody.
And then the other thing is toremember that whatever it is
you're going through, somebodyelse has already been through
it.
So there will be a book or aresource or a website or a
coaching program or a counselloror a therapist that can help.
(40:46):
And you will be surprised howaffordable that is for whatever
stage of business you're at.
The return on investment fromthat kind of thing is 10x easy.
So it's an easy conversation tohave with yourself.
SPEAKER_01 (41:00):
So good.
In the work you do in yourcompany, like I just in this
conversation, I feel like I'vegotten such a better perspective
of what you do.
And the feeling I have is thatwhen somebody works with you,
they're getting so much morethan marketing.
So tell us a little bit abouthow people can find out more
(41:22):
about what you're doing andmaybe something you're really
excited about inside of yourlife and business.
SPEAKER_00 (41:27):
Cool.
Best way to find out more aboutwhat's going on with us, check
out codebreak.co.uk or hook upwith me on socials.
I'm on Instagram, LinkedIn,TikTok, Facebook, the usual
places.
Search Joel Stone.
I'm the guy with the glassesthat looks like this.
So if you're listening, I'm theguy with the glasses that sounds
like this.
(41:47):
Um something I'm really excitedabout at the moment.
So we've just started doing ourown live events.
We host it in this amazing suitein a hotel in the middle of the
UK.
People fly in from all over tocome to it.
It's it's kind of boutique-yworkshop based, so it's never
gonna be huge.
There's only 20 seats each timewe do it.
We do it once a month.
(42:07):
It's called Stay Hungry Live.
I'm just so excited.
We've done one so far, and thefeedback was immense.
It's marketed as a marketing daybecause that's how I get people
in the room.
When you get there, there'sthere's mindset, there's kind of
therapy, there's purpose,there's marketing, there's
amazing food and drink.
(42:29):
It's I'm so hyped about itbecause it lets people see
behind the curtain.
SPEAKER_01 (42:34):
Yeah, it sounds like you're feeding them all kinds of
good, awesome stuff.
SPEAKER_00 (42:40):
Yeah, yeah.
It's meant to be just crazy fun.
SPEAKER_01 (42:43):
So when is the next one?
SPEAKER_00 (42:45):
The next one's on the 27th of October, um, 18th of
November after that, and thenthe 6th of December.
So if if you're keen, if you'relistening, and this sounds like
a bit of you, just reach out tome on socials and I'll get you
there.
SPEAKER_01 (42:58):
That's awesome.
Oh my gosh, Joel, like what anhonor uh to hang out with you
and your your just honesty andyour realness is just it's so
good.
You just shared so many gems,and I'm so grateful that you
came on to uh I'm just glad mylisteners got to meet you, and I
thank you again for having me onyour podcast and would love to
(43:21):
you know collaborate in otherways.
You're an awesome.
SPEAKER_00 (43:24):
Yeah, I can see that I uh I feel like that's gonna
happen.
I've like I've loved getting toknow you.
I've I'm really grateful.
I've been on the podcast, and Ican't wait to see what comes
next.
SPEAKER_01 (43:34):
Awesome.
Thank you so much.
Have an awesome day, everyone.
Thank you for tuning in to thisepisode of Differently.
Hey, if you're ready to stopcircling the same thoughts and
start creating real momentum,check out my coaching
experiences.
There's a 12-week experience fora big shift, or there's a
(43:55):
monthly writing and coachingpartnership for ongoing clarity,
creativity, alignment, andmomentum.
You can find all the details atCarlareeves.com.
And if you enjoyed this episode,please help me grow the podcast
and leave a five-star review onApple Podcasts and share with
(44:16):
someone you love.
Until next time, stop survivingyour life.
Start creating it.
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