The Objection Room

Arthur Maskew
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  • Business
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The Objection Room is where business objections get dismantled. Every episode, Arthur takes objections that stops buyers saying yes and reframes them into content worth creating. New episodes on YouTube, Spotify and Apple Podcasts. Produced by Maskew Media.

Episodes

  1. 5d ago

    What Podcast Producers Know But Don't Say Out Loud

    Four episodes in, three deals. Arthur never tried to sell anyone anything in an episode; the podcast just put him in the room. If your business doesn't have one yet, this is the case for starting.In this episode of The Objection Room, Arthur gives six reasons a podcast earns its place in your business, drawn from close to 100 episodes made for clients and for himself. He covers why people who would never take a sales call will happily sit in front of a camera for an hour and how one hour of conversation becomes a full YouTube episode, a Spotify release and six clips. He explains why prospects turn up already convinced when they've spent hours with you before the first call. He also takes on the "everyone's on TikTok now" pushback and saves his favourite reason for last: the one kind of relationship that scales to people you will never meet.If you've ever said "I don't need a podcast", or your hesitation is that nobody would want to listen to you and it's one more thing you haven't got time to learn, this one is for you.CHAPTERS(00:00:00) Intro: the doubts stopping you starting a podcast(00:00:46) Reason 1: four episodes, three deals and why a guest invite beats a cold email(00:02:24) Reason 2: "your guest list is a statement about your standards"(00:03:43) Reason 3: one hour of talking, content for every platform(00:04:17) "The world has gone to short form": why you still want long form(00:05:16) Reason 4: why "prospects turn up already convinced"(00:06:39) Reason 5: "A post is dead in 48 hours". An episode isn't(00:07:31) Reason 6: "He has no idea I exist" and the one relationship that scales(00:10:24) Should you start a podcast?LISTENYouTube: https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQSpotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW?si=847765d4fdd54653Apple Podcasts: https://podcasts.apple.com/us/podcast/the-objection-room/id1896631852HOSTED BY ARTHUR MASKEWInstagram: https://www.instagram.com/arthur.maskew/LinkedIn: https://www.linkedin.com/in/arthurmaskew/TikTok: https://www.tiktok.com/@arthur.maskewPRODUCED BY MASKEW MEDIAhttps://www.maskew.media

  2. Sep 24

    The Advice That Nearly DESTROYED His Business • Founder, CEO of The Sole Supplier, George Sullivan

    George Sullivan has read 250 self-help books. About 15 were worth it. And the one time he copied a move he'd seen in a film, walking away from a JD Sports deal, it nearly destroyed the business he'd spent a decade building. In this episode of The Objection Room, Arthur sits down with George Sullivan, founder and CEO of The Sole Supplier, the platform he grew from a spare-room sneaker blog into a community reaching 50 million people a month, trusted by Nike, Adidas and JD Sports. They get into why the biggest personal brands often make the worst founders, the over-selling mistake that dropped revenue 30% and forced the company's first ever redundancies, and why consuming business advice is mostly procrastination dressed up as progress. CHAPTERS (00:00:00) Intro: George Sullivan, founder of The Sole Supplier (00:02:01) "I never wanted to be on camera": the moment people started buying from people (00:04:08) Why the biggest personal brands make bad founders (00:06:01) The invisible founder is finished (even if you hate the camera) (00:09:32) Copy too much and you become a "regurgitated version of everybody else" (00:13:24) The £50k deals The Sole Supplier turns down (00:15:51) Walking away from JD Sports: the ego call that could have destroyed the business (00:19:01) If AI answers everything, why does The Sole Supplier exist? (00:21:35) Social media is shrinking. Micro-communities are where the buyers went (00:24:51) The 60/40 rule and why "90% of people are not ready to buy today" (00:28:20) The over-selling mistake that cost The Sole Supplier 30% of its revenue (00:31:36) While big brands chased sales, Represent went from £50m to £94m (00:33:26) Kicked out of school, ten jobs, zero work ethic (00:36:32) "Anyone who tells you that you can balance it all": sprints and sacrifice (00:38:51) "Do not copy because this will not work for you" (00:41:21) 250 self-help books, 15 worth reading: advice as procrastination (00:45:57) The five books that actually changed his business (00:49:34) ADHD, dopamine and impulsive founders (00:54:11) Is The Sole Supplier part of the problem it profits from? (00:58:26) Real scarcity vs manufactured scarcity (and the restock that kills brands) (01:05:40) The future of content: lo-fi wins and a 30-day no-AI challenge GUEST George Sullivan, Founder and CEO of The Sole Supplier Website: https://thesolesupplier.co.uk All links: https://linktr.ee/georgesullivantss LinkedIn: https://www.linkedin.com/in/george-sullivan-tss/ Instagram: https://www.instagram.com/georgesullivantss LISTEN YouTube: https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQ Spotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW Apple Podcasts: https://podcasts.apple.com/us/podcast/the-business-engine/id1896631852 HOSTED BY ARTHUR JONES Instagram: https://www.instagram.com/arthur.maskew/ LinkedIn: https://www.linkedin.com/in/arthurmaskew/ TikTok: https://www.tiktok.com/@arthur.maskew PRODUCED BY MASKEW MEDIA https://www.maskew.media

    The Advice That Nearly DESTROYED His Business • Founder, CEO of The Sole Supplier, George Sullivan

  3. Aug 2

    "How often should I post?" - that question is dumb. Here's what to ask instead.

    Four months ago I basically stopped posting. Went from three times a week to once a fortnight. The reach went up eight times. This episode answers the most boring question in content marketing properly: "how often should I post?" It isn't a frequency question, it's a pricing question, and every schedule is paid for in one of four currencies: your time, your quality, your reputation or your reach. I'll break down the three ways to win, the Best Friend, the Thought Leader and the Operator, the real numbers behind my own pullback (500 average views to 4,000), and the four questions that tell you which strategy is best for you. If you've ever asked "how often should I post?", this one is for you. Fillip Matous's video: https://www.youtube.com/watch?v=i2hqUlqNTI4&t=94s LISTEN YouTube: https://youtu.be/NpFosJZSqbQSpotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW?si=076a646d45cf4dae Apple Podcasts: https://podcasts.apple.com/us/podcast/the-objection-room/id1896631852 VIDEO REVENUE BLUEPRINT: https://www.maskew.media/blueprint PRODUCED BY MASKEW MEDIA https://www.maskew.media

  4. Jul 14

    Why Your AI Needs MORE Bureaucracy, Not Less • Jordan Legg

    AI is designed to hallucinate. It's not a bug, it's a feature. That's from the man who builds it for a living, and it's the tamest thing he admits in this episode.In this episode of The Objection Room, Arthur sits down with Jordan Legg, founder and chief AI officer of Takara.ai, who has spent six years at the bleeding edge of artificial intelligence. Instead of a friendly chat, Arthur brings the doubts business owners actually carry about AI and asks Jordan to answer them one by one. They get into whether AI companies should have asked permission before training on everyone's work, why your AI needs as much bureaucracy as you can give it, and what happens to junior developers now the software writes itself.If you've ever wanted to bring AI into your business but felt real hesitation about trust, slop and what it's doing to your brain, this one is for you.CHAPTERS(00:00:00) Cold open: AI is designed to hallucinate(00:01:20) Welcome to The Objection Room and why the show has a new name(00:01:57) Trained on everyone's work: the consent objection(00:10:26) Billions of gallons of water: is AI worth the energy?(00:19:35) Making AI coding 41% cheaper. Enabling slop?(00:23:14) How the 41% saving actually works(00:25:08) 6,000 research papers a day and the cognitive debt question(00:28:32) "You're kind of replacing yourself": junior developers and AI(00:33:19) "Designed to hallucinate": running a business on a tool you can't trust(00:38:50) Doomsday or utopia? What the AI bosses promise(00:41:07) Why your AI needs as much bureaucracy as possible(00:43:50) Renting your business from American AI labs(00:48:08) Final advice: pick something bigGUEST Jordan Legg, Founder and Chief AI Officer of Takara.ai Website: https://takara.ai LinkedIn: https://www.linkedin.com/in/404missinglink/LISTEN YouTube: https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQ Spotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW Apple Podcasts: https://podcasts.apple.com/us/podcast/the-business-engine/id1896631852FOLLOW ARTHUR LinkedIn: https://www.linkedin.com/in/arthurmaskew/ Instagram: https://www.instagram.com/arthur.maskew/ TikTok: https://www.tiktok.com/arthur.maskewPRODUCED BY MASKEW MEDIA https://www.maskew.media

    Why Your AI Needs MORE Bureaucracy, Not Less • Jordan Legg

  5. Jun 25

    100+ Clients And ZERO Ad Spend: How To Grow On Content Alone • Oyinkro Kagbala

    No paid ads. No cold outreach. That is how Oyinkro Kagbala has worked with more than 100 brands and built a six-figure agency on content alone. The bet behind it: the marketing you do today buys the opportunities you get tomorrow. In this episode of Business Engine, Arthur sits down with Oyinkro Kagbala, founder of the go-to-market video agency K.OS Visuals, which he started in 2020 and has grown to a team of seven working with B2B and SaaS companies. Oyinkro's whole argument is that brand is the biggest growth lever a business has, and that most owners cut it the moment money gets tight, which is the exact moment they need it most. They get into the 5% of turnover rule for marketing spend, the three jobs your content has to do across the funnel and the warm way to turn a profile view or a comment into a conversation instead of a cold pitch. Oyinkro also breaks down how he decides who is actually worth reaching out to, so marketing stops being the line item nobody can measure. If you've ever put money into content that got a few hundred likes and then died, or felt the quiet resistance that says marketing is a nice to have you can't really measure, this one is for you. CHAPTERS (00:00:00) Intro: meet Oyinkro Kagbala, founder of K.OS Visuals (00:03:46) How to generate leads in 2026 and the 5% of turnover rule (00:07:17) People buy on emotion and justify it to the board later (00:09:17) Sales vs marketing: the more you market, the less you sell (00:12:42) Measuring marketing, budget cuts and why brand outlasts ads (00:15:14) Social intent: the signals worth tracking instead of views (00:18:29) The funnel explained: reach, authority and conversion (00:21:09) Authority content is the hum: why it is most of what you post (00:23:47) The gap in your funnel that loses the sale (00:29:18) Your brand is how people describe you, not your logo (00:33:15) 100-plus brands, zero paid ads, zero cold outreach (00:34:21) The warm outreach method: open every engager in a tab (00:41:05) Social signals and the AI tools that track them (00:45:46) How to launch a product so it does not die in a week (00:50:03) Explainer videos, culture videos and the toilet hiring video (00:56:44) The toilet hiring video, and why behind the scenes is a talent magnet GUEST Oyinkro Kagbala, Founder of K.OS Visuals Website: https://k-osvisuals.com/ LinkedIn: https://www.linkedin.com/in/oyinkro-creativevideographer/ Instagram: https://www.instagram.com/oyinkro.k/ LISTEN YouTube: https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQ Spotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW Apple Podcasts: https://podcasts.apple.com/us/podcast/the-business-engine/id1896631852 FOLLOW BUSINESS ENGINE LinkedIn: https://www.linkedin.com/company/thebusinessengine/ Instagram: https://www.instagram.com/the.business.engine/ TikTok: https://www.tiktok.com/@the.business.engine HOSTED BY ARTHUR JONES Instagram: https://www.instagram.com/arthur.maskew/ LinkedIn: https://www.linkedin.com/in/arthurmaskew/ PRODUCED BY MASKEW MEDIA https://www.maskew.media

    100+ Clients And ZERO Ad Spend: How To Grow On Content Alone • Oyinkro Kagbala

  6. Jun 12

    "Having 200 People on Payroll Is PETRIFYING" • Why AI Is Shrinking Tech Companies • Pete Ridlington

    Pete Ridlington raised millions of pounds to build a software business, only to lay off 15 people when he scaled too fast. Arthur was one of those people. Now, his tech company is in its healthiest position ever with a fraction of the team. In this episode of Business Engine, Arthur sits down with Pete Ridlington, the founder and CEO of Ningi with 20 years of experience building tech companies. Pete shares the exact reasons he had to cut his headcount, the future of SaaS and AI and how small teams can use automated AI agents to match the output of 50 employees. He also explains why most founders should choose bootstrapping over venture capital. If you've ever felt the friction of trying to scale your headcount too quickly, this one is for you. CHAPTERS (00:00:00) Intro: Welcome Pete Ridlington (00:03:35) The reality of a startup burn rate (00:04:47) Getting addicted to big checks from corporate clients (00:07:34) "If you're not getting it wrong, then you're probably not pushing hard enough" (00:09:57) The structural benefits of a hyper-lean team (00:11:55) How to identify an investable business (00:17:00) Why AI means you should never take venture capital (00:21:23) Shifting metrics to revenue per employee (00:27:24) Breaking the connection between time and money (00:32:34) Why business textbooks lie and how to enjoy the chaos (00:48:00) Overcoming the AI context gap tax in your workflows (00:52:27) "People are saying SaaS is dead" GUEST Pete Ridlington, CEO and Founder of Ningi https://ningi.co.uk/ https://www.linkedin.com/in/peter-ridlington-fpfs-58568a52/LISTEN YouTube: https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQ Spotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW Apple Podcasts: https://podcasts.apple.com/us/podcast/the-business-engine/id1896631852 FOLLOW BUSINESS ENGINE LinkedIn: https://www.linkedin.com/company/thebusinessengine/ Instagram: https://www.instagram.com/the.business.engine/ TikTok: https://www.tiktok.com/@the.business.engine HOSTED BY ARTHUR JONES Instagram: https://www.instagram.com/arthur.maskew/ LinkedIn: https://www.linkedin.com/in/arthurmaskew/ PRODUCED BY MASKEW MEDIA https://www.maskew.media

    "Having 200 People on Payroll Is PETRIFYING" • Why AI Is Shrinking Tech Companies • Pete Ridlington

  7. May 28

    "HMRC Doesn't Care WHAT You Put Through Your Business" • Tax Hacks from a Chartered Accountant • Fay Bartlett

    Most small business owners are paying more tax than they have to. Not because they want to, but because no one ever taught them the formula. In this episode of Business Engine, Arthur sits down with Fay Bartlett, a chartered accountant with ten years in the industry and the founder of her own practice. Faye works with small business owners, entrepreneurs and creatives who feel intimidated by their numbers. They get into the formula to take up to £100,000 out of your company tax-efficiently, the trivial benefit allowance most directors don't know exists, and why a good accountant should pay for themselves through the tax they save you. If you've ever stared at your accounts and wondered if you're doing this all wrong, or felt like tax is something that just happens to you, this one is for you. CHAPTERS (00:00:00) Intro: meet Fay Bartlett, chartered accountant (00:02:57) How to read your financial statements (and why it matters) (00:08:14) Set up separate pots for tax. Stop spending money you owe HMRC (00:11:59) "HMRC doesn't care WHAT you put through your business" (00:13:12) The OnlyFans question and what counts as a business expense (00:17:32) The £300 trivial benefit allowance most directors miss (00:23:54) The formula to take £100,000 out of your company tax-efficiently (00:27:00) "It's illegal to pay yourself a dividend" (00:28:58) When to hire an accountant (and how much they should cost) (00:34:31) What the autumn budget means for small business owners (00:36:08) 16,000 businesses closed and why community matters (00:41:20) Final advice: don't hide from your numbers GUEST Fay Bartlett, Chartered Accountant Website: ⁠https://www.financeandyou.co.uk/⁠ Instagram: ⁠https://www.instagram.com/faydoesfinance/⁠ LISTEN YouTube: ⁠https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQ⁠Spotify: ⁠https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW⁠ Apple Podcasts: ⁠https://podcasts.apple.com/us/podcast/the-business-engine/id1896631852⁠ FOLLOW BUSINESS ENGINE LinkedIn: ⁠https://www.linkedin.com/company/thebusinessengine/⁠ Instagram: ⁠https://www.instagram.com/the.business.engine/⁠ TikTok: ⁠https://www.tiktok.com/@the.business.engine⁠ HOSTED BY ARTHUR JONES Instagram: ⁠https://www.instagram.com/arthur.maskew/⁠ LinkedIn: ⁠https://www.linkedin.com/in/arthurmaskew/⁠ PRODUCED BY MASKEW MEDIA ⁠https://www.maskew.media⁠

    "HMRC Doesn't Care WHAT You Put Through Your Business" • Tax Hacks from a Chartered Accountant • Fay Bartlett

  8. May 13

    Why Short-form Is KILLING Your Business (And What To Do Instead) • Jack Gaisford

    3 million views. Zero leads. That's what one short form video got Arthur, and it's what most business owners are chasing without realising it. In this first episode of Business Engine, Arthur sits down with Jack Gaisford, founder of Content Club and a ten-year veteran of the agency world. Jack now teaches small business owners how to make video that actually wins customers, no agency required. They get into why short-form earns attention but long form earns trust, the mindset shift that separates creators from consumers, and why most people quit content right before it starts working. If you've ever felt like you're posting into the void, or carry doubts about whether all this is worth your time, this one is for you. CHAPTERS (00:00:00) Intro: meet Jack Gaisford from Content Club (00:00:51) How content has changed from 2022 to today (00:03:37) Why social got so noisy, and what it costs you (00:05:56) How to be inspired by creators without copying them (00:09:21) Social is a tool, not entertainment (00:10:36) One platform mastered beats five half-played (00:15:05) Short form vs long form: what actually converts (00:19:53) 3 million views, zero leads: the flip in the field (00:25:07) Give your knowledge away, charge for the doing (00:28:15) The honest truth about year one of content (00:34:17) "Authentically approached, but strategy backed" (00:35:24) It's not about being best, it's about lasting GUEST Jack Gaisford, Content Club https://www.linkedin.com/in/jackgaisfordmiles/ https://the-content-club.co.uk/ LISTEN YouTube: https://www.youtube.com/channel/UCdjyVyy1eSl_wQNNDLj9hnQ Spotify: https://open.spotify.com/show/1OyuXYMEgbKcGsNHiGDEpW Apple Podcasts: https://podcasts.apple.com/us/podcast/the-business-engine/id1896631852 FOLLOW BUSINESS ENGINE LinkedIn: https://www.linkedin.com/company/thebusinessengine/ Instagram: https://www.instagram.com/the.business.engine/ TikTok: https://www.tiktok.com/@the.business.engine HOSTED BY ARTHUR JONES Instagram: https://www.instagram.com/arthur.maskew/ LinkedIn: https://www.linkedin.com/in/arthurmaskew/ PRODUCED BY MASKEW MEDIA https://www.maskew.media

    Why Short-form Is KILLING Your Business (And What To Do Instead) • Jack Gaisford
  • 8 Episodes

About

The Objection Room is where business objections get dismantled. Every episode, Arthur takes objections that stops buyers saying yes and reframes them into content worth creating. New episodes on YouTube, Spotify and Apple Podcasts. Produced by Maskew Media.

Information

  • Creator
    Arthur Maskew
  • Years Active
    2026
  • Episodes
    8
  • Rating
    Explicit
  • Copyright
    © Arthur Maskew
  • Show Website
    The Objection Room