In this episode, I sit down with Sam Winsbury, founder of Kurogo, a leading personal branding agency working with founders and CEOs. Sam shares how he built Kurogo from a solo freelancing gig into a 15-person team generating 30–50 inbound leads a month through content.
We cover:
• Why personal branding is still underrated in B2B
• How Sam landed his first clients and scaled his offer
• What positioning actually means, and why most founders skip it
• The pricing lessons that took Kurogo from £500 retainers to revenue-share deals
• Hiring mistakes, growth pains, and why a big team isn’t always better
• How he manages a fully remote team across 3 continents
• What’s next for personal branding: podcasts, newsletters, and real authority
• Behind the scenes of launching his new podcast, Success Clues
Whether you’re building an agency, growing your personal brand, or thinking about how to stay relevant as content gets more competitive, this episode is packed with practical insights.
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Kurogo:
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Timestamps
00:00 – Intro
01:17 – What Kurogo does
02:03 – The story behind the name
03:11 – Why Sam skipped the 9-to-5
06:16 – From ghostwriting to full-service
08:38 – How his pricing strategy evolved
10:04 – When the business started taking off
11:17 – Early lessons from LinkedIn
13:37 – ROI from personal branding
15:13 – Downsizing, AI, and staying lean
16:40 – Building systems while scaling
19:13 – Learning from clients
21:43 – Remote culture & team dynamics
23:30 – Sam’s current role in the business
25:12 – Where personal branding is heading
27:18 – What’s still hard at this stage
29:28 – Sam’s personal content process
31:38 – Launching the Success Clues podcast
34:55 – Why I started my own podcast
38:02 – Owning your audience
39:51 – Hardest moment as a founder
42:25 – Identity shifts and self-belief
48:38 – What he’s building with Kurogo
50:01 – What he’d do differently
51:19 – Why most middle management is useless
52:14 – Final questions
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