105. Coaching, Scaling and AI Disruption with Tod Melnyk COO of Dan Martell's Martell Media

In this powerhouse second half of Dwayne Kerrigan’s conversation with Tod Melnyk, COO of Martell Media, the focus turns to the bold, disruptive goal of making 90% of their workflow AI-driven by the end of the year. Tod opens up about leadership transitions, the importance of shadowing for accelerated learning, and the framework behind their coaching programs that keep entrepreneurs accountable through five daily non-negotiables.

From integrating life and business to running calendar audits that reveal where time really goes, Tod shares the behind-the-scenes playbook of how Martell Media scales with intention, precision, and AI-powered execution.

If you’re a business owner wondering how to embrace AI without losing the human touch—or how to structure your calendar and team to unlock exponential growth—this episode is for you.

Timestamps

00:00 – Why 90% of workflow should be done by AI (and what that really means for jobs)

02:00 – Leadership lessons from stepping into responsibility at Dan Martell Media

03:30 – The #1 piece of advice for CEOs when onboarding key hires

05:00 – Shadowing as the fastest way to transfer culture and context

07:00 – Building Dan Martell’s brand: business content + personal integration

09:00 – Balance vs. integration: why separating business and personal doesn’t work

12:00 – The 5 Daily Non-Negotiables

16:00 – Group coaching frameworks and events at Dan Martell Media

17:30 – The AI Adoption Summit and Martell Ventures’ incubation of AI tools

20:00 – How prompt engineering + execution drive real results

22:00 – Using AI for scorecards, insights, and leadership team accountability

26:00 – Why businesses that don’t adopt AI face a bleak future

32:00 – Calendar audits: how to reclaim time and identify blind spots

36:00 – A day in the life: Tod’s 4 AM mornings, workouts, and time-blocked schedule

41:00 – The critical role of executive assistants in scaling beyond yourself

44:30 – Feedback, accountability, and the power of collaborative leadership

46:00 – Parting advice: dream big, be kind, and have fun

Notable Quotes

“I want 90% of your workflow done by AI. Not to replace you—but to amplify you as a human.” – Tod Melnyk

“The single best way to get someone up to speed is to have them shadow you for 30 days. Every meeting. Every conversation.” – Tod Melnyk

“If you’re not using AI in your business, it’s not going to be pretty.” – Tod Melnyk

“Five daily non-negotiables: workout, three posts on camera, review your goals, read 10 pages, and reach out to five people every day.” – Tod Melnyk

“What gets scheduled is what gets done.” – Dwayne Kerrigan

“Dream big. Be kind. Go have some fun.” – Tod Melnyk

Key Takeaways & Resources

• AI as Amplifier, Not Replacement: Businesses should aim to automate routine workflows, freeing humans to do higher-value, creative work.
• Shadowing Matters: Allowing new hires to shadow leaders for 30+ days accelerates alignment, context, and performance.
• Integration Over Balance: Design a business that integrates life, relationships, and values—rather than separating them.
• Five Daily Non-Negotiables: Practical, high-accountability habits for building confidence, presence, and discipline.
• Calendar Audits: Regular reviews reveal wasted time and ensure alignment with top...