Creator Playbooks

Callum Mcdonnell
  • 1.0 (1)
  • ENTREPRENEURSHIP

Stories behind some of the world's best creators & entrepreneurs. Hosted by Callum McDonnell. Watch on Youtube: https://www.youtube.com/channel/UCQtecnleIYyODepmiC-c7PQ

  1. DEC 10

    Meet The Man Behind The Sidemen's $100M Empire

    Get a breakdown of Jordan’s content engineering frameworks in my free newsletter: https://bit.ly/4pLrw4d Apply to work with me: https://bit.ly/3MsFlWe Jordan Schwarzenberger is the manager behind The Sidemen — one of the biggest creator groups on the planet, with over 10 billion views and a content empire that extends into restaurants, vodka brands, trading cards, a membership platform, and more. In this episode, Jordan breaks down the systems, strategies, and business models behind The Sidemen’s explosive rise. We cover how The Sidemen built a 2-billion-views-per-year YouTube machine, the real economics behind content businesses, the future of creators, how to think commercially about your channel, why most creators are stuck, and why the next era of content isn’t production — it’s engineering. This is one of the most detailed creator masterclasses ever recorded. Listen on Your Podcast Player: https://podcasters.spotify.com/pod/show/creatorplaybooks Follow Callum on socials: Instagram – https://www.instagram.com/thecallumc TikTok – https://www.tiktok.com/@heycallum X – https://x.com/mcdonnellcallum LinkedIn – https://www.linkedin.com/in/callummcdonnell Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com Follow Jordan: Instagram – https://www.instagram.com/jordanschwarz LinkedIn – https://www.linkedin.com/in/jordanschwarzenberger Website – https://www.jordanschwarz.com Timestamps: 0:00 – Introduction: The next era is content engineering 1:37 – When Jordan realised creators were different 5:04 – Why YouTube is the engine room of the creator economy 8:41 – Anyone can win on YouTube: the democratization of reach 9:49 – How Jordan first identified the opportunity with The Sidemen 12:20 – Building the business: the original strategy & 15 focus areas 14:13 – Alcohol brand, restaurant, trading cards & Side+ — choosing what to build 17:20 – Launching Sides, XIX Vodka & Best Cereal — the real challenges 22:20 – Why Side+ (membership) is their most successful business 23:48 – The economics of creator brands & realistic conversion rates 28:40 – Joint ventures, partnerships & structuring creator businesses 33:46 – Long-term thinking: why creators won’t see returns for years 36:11 – Diversifying creator income & building financial resilience 41:05 – Why most UK creators are stuck — and the algorithm trap 43:21 – How to think commercially: audiences, niches & advertising lanes 47:15 – Why YouTube should be your primary platform 49:59 – Do creators need managers? (Jordan’s honest take) 53:47 – High-volume content, storytelling & what makes content “good” 55:58 – The three S’s: Stop, Stay, Satisfy — Jordan’s content framework 1:01:34 – The importance of analysing content like an engineer 1:03:29 – The monoculture collapse & how algorithms changed everything 1:08:07 – Instagram vs TikTok vs YouTube: where the real value is 1:13:37 – Why traditional TV talent struggle to transition to YouTube 1:17:55 – Final insights + why we’re still early in the creator wave

    1h 18m

  2. NOV 19

    Content Isn't Hard. It's Misunderstood.

    Get a breakdown of my content systems in my free newsletter: https://bit.ly/3LJKSre Apply to work with me:https://bit.ly/4o4iD3M I've spent the last 4 years working with some of the world's biggest creators and meeting the creators behind Alex Hormozi, GaryVee, Steven Bartlett and many more. I’ve seen the same mistakes again and again - mistakes that are easy to fix but cost creators months (or years) of progress. In this episode, I break down the eight biggest things holding most creators back: the goals problem, the views trap, content without systems, bad brand positioning, weak storytelling, platform misunderstanding, tracking the wrong metrics, and wasting time in the wrong places. If you create content, lead a brand, or want to build an audience that actually converts - this episode will save you a world of pain. Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooks Follow Callum on socials: Instagram – https://www.instagram.com/thecallumc/ TikTok – https://www.tiktok.com/@heycallum X – https://x.com/mcdonnellcallum LinkedIn – https://www.linkedin.com/in/callummcdonnell Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com Timestamps: 0:00 – Introduction 0:25 – Mistake #1: Creating content with no goal 2:52 – Mistake #2: Why low-view content can be your most valuable 3:50 – Mistake #3: Turning your content into a system 5:52 – Mistake #4: Brand = consistent association 6:42 – Mistake #5: Don’t seek the spotlight — become one 9:58 – Mistake #6: Why you must live and breathe your platform 11:37 – Mistake #7: Track only the metrics that matter 13:01 – Mistake #8: Wasting time on the wrong platforms

    17 min

  3. OCT 29

    How To Actually Build a Global Brand And Sell It (In Just 7 Steps) | Ben Branson | Seedlip

    Get a breakdown of Ben’s brand-building frameworks in my free newsletter: https://bit.ly/4noPRuk Apply to work with me:https://bit.ly/4oDmAgx Ben Branson is the founder of Seedlip - the world’s first non-alcoholic spirit. In this episode, Ben shares how he built a completely new drinks category from his kitchen and turned it into a global brand stocked in 40+ countries and acquired by Diageo. We cover how Seedlip went from an idea in a small kitchen to a movement changing the drinks industry, the creative philosophy that drives Ben’s work, how he blends art and science in brand building, and what’s next for his ventures like Seasn and Sylva. If you’re a brand builder, founder, or creative entrepreneur, this is a masterclass in vision, purpose, and originality. Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooks Follow Callum on socials: Instagram – https://www.instagram.com/thecallumc/ TikTok – https://www.tiktok.com/@heycallum X – https://x.com/mcdonnellcallum LinkedIn – https://www.linkedin.com/in/callummcdonnell Produced by 7xContent – make your own Podcast with us:https://www.7xcontent.com Follow Ben: Instagram – https://www.instagram.com/seedlip_ben LinkedIn – https://www.linkedin.com/in/benbranson YouTube (podcast) – https://www.youtube.com/@hidden20charity Timestamps: 0:00 – Introduction 1:34 – The origin story: how Seedlip began in a kitchen garden 6:12 – Turning a personal experiment into a global drinks brand 11:25 – Naming, storytelling, and the design philosophy behind Seedlip 17:18 – What it takes to pioneer a new category in the drinks world 23:05 – The moment a huge company came knocking 29:42 – Staying true to purpose after acquisition 35:26 – The power of restraint: branding lessons from simplicity 41:15 – Building brands with emotion and authenticity 48:10 – Launching the next generation of purpose-led products 55:42 – The tension between creativity and commercial success 1:03:38 – What Ben learned from failure and iteration 1:12:06 – Designing for meaning, not just marketing 1:20:14 – The impact of nature, art, and ritual on creative thinking 1:28:45 – What founders get wrong 1:36:22 – The future of non-alcoholic culture and conscious consumption 1:42:49 – Final lessons

    1h 45m

  4. OCT 15

    Meet The Marketing Genius Behind Alex Hormozi And GaryVee | Caleb Ralston

    Get a breakdown of Caleb’s frameworks in my free newsletter: https://bit.ly/4nWMw78 Apply to work with me: https://bit.ly/4qfKpwO Caleb Ralston is the secret strategist behind Gary Vee and Alex Hormozi — two of the biggest personal brands in the world. In this episode, Caleb reveals the exact systems and frameworks he used to help scale Hormozi’s brand to 11.5 million followers and build creator teams that actually convert. We break down his 4-step brand journey framework, the biggest mistake people make when growing online, what he learned directly from GaryVee, and why the future of personal branding is about trust, not virality. If you’re a creator, entrepreneur, or anyone building an audience — this is the blueprint for doing it right. Listen on Your Podcast Player: https://podcasters.spotify.com/pod/show/creatorplaybooks Follow Callum on socials: Instagram – https://www.instagram.com/thecallumc/ TikTok – https://www.tiktok.com/@heycallum X – https://x.com/mcdonnellcallum LinkedIn – https://www.linkedin.com/in/callummcdonnell Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com Follow Caleb: Instagram – https://www.instagram.com/calebralston LinkedIn – https://www.linkedin.com/in/calebralston X - https://x.com/calebralston YouTube: https://www.youtube.com/user/CalebRalston Website: https://calebralston.com Timestamps: 0:00 – Introduction 1:32 – The framework to build a personal brand 5:50 – The biggest mistake creators make with content 9:45 – Why your brand must stand for something contrarian 13:30 – Lessons from GaryVee on spotting new platforms early 17:55 – How to pick your primary platform & stay consistent 23:22 – Why trust beats virality (and always will) 29:40 – Turning your creative team into strategic thinkers 35:18 – The role of quality vs quantity in content 41:07 – Inside the Hormozi content machine 48:12 – The one hire every creator should make first 54:48 – Building long-term systems instead of chasing views1:03:20 – Optimising your team 1:08:15 – What Caleb learned working with the Hormozi's 1:14:33 – Balancing what your own work & more team advice 1:18:47 – GaryVee & Document, don't create 1:29:23 – Premium looking content & final advice

    1h 33m

  5. OCT 8

    Meet The Marketing Genius Behind PerfectTed | $200M Brand Masterclass | Marisa Poster

    Get a breakdown of Marisa’s brand-building frameworks in my free newsletter: https://bit.ly/4mL8kRK Apply to work with me:https://bit.ly/42PymMo Marisa Poster is the co-founder of PerfectTed — Europe’s fastest-growing matcha brand. In this episode, Marisa shares how she went from struggling to find matcha in the UK to building a global brand stocked in 30,000+ stores and generating millions a month in revenue. We cover the Kickstarter pivot that changed everything, her experience pitching on Dragons’ Den, what it’s like working with Steven Bartlett, the strategies behind breaking into major retailers, and the scrappy marketing hacks that helped PerfectTed explode. If you’re a founder, brand builder, or entrepreneur — this is a masterclass in turning an idea into an iconic business. Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooks Follow Callum on socials:Instagram – https://www.instagram.com/heycallum/ TikTok – https://www.tiktok.com/@heycallum X – https://x.com/mcdonnellcallum LinkedIn – https://www.linkedin.com/in/callummcdonnell Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com Follow Marisa: LinkedIn – https://www.linkedin.com/in/marisa-poster Instagram – https://www.instagram.com/marisalposter/ PerfectTed – https://www.perfectted.com Timestamps: 0:00 – How Marisa scaled PerfectTed from £9K to £4M a month 2:15 – Why matcha was the answer to anxiety, ADHD & caffeine crashes 6:40 – From failed lattes to launching a hit energy drink 10:25 – The Kickstarter campaign that proved demand 15:10 – Inside the Dragons’ Den pitch (and what you don’t see on TV) 23:45 – Signing with Steven Bartlett & scaling with supermarket deals 32:18 – Scrappy marketing hacks: Facebook, Holland & Barrett, Cameo stunts 40:12 – Why café partnerships like Joe & the Juice changed everything 48:27 – Working with Steven: advice followed vs ignored 55:36 – The reality of building with family co-founders 1:03:42 – Mistakes, lessons & what founders should know before starting 1:10:28 – World domination: the vision for PerfectTed

    1h 33m

  6. SEP 24

    The YouTube Secrets Behind Ali Abdaal’s $5 Million Channel | Saf Mohammed

    Get a breakdown of Saf's framework in my free newsletter: https://bit.ly/46QMur8 Apply to work with me: https://bit.ly/4muEMHS Saf Mohammed is the content genius who left Ali Abdaal and founded his own agency Talking Heads. In this episode, Saf shares how he went from editing his own videos alone to running his own content agency, and how to build systems that make creative work scalable. We cover how it was like working for Ali Abdaal, the systems behind the channel, why he left, mistakes, and much more. If you're a content creator, freelancer, or agency builder — this is a must-watch. Listen on Your Podcast Player: ⁠https://podcasters.spotify.com/pod/show/creatorplaybooks⁠ Follow Callum on socials: Instagram – ⁠https://www.instagram.com/thecallummc⁠ TikTok – ⁠https://www.tiktok.com/@heycallum⁠ X – ⁠https://x.com/McdonnellCallum⁠ LinkedIn – ⁠https://www.linkedin.com/in/callummcdonnell⁠ Produced by 7xContent – make your own Podcast with us: ⁠https://www.7xcontent.com⁠ Follow Saf: Instagram – ⁠https://www.instagram.com/saffalino⁠ X – ⁠https://x.com/safwaan⁠ LinkedIn – ⁠https://www.linkedin.com/in/safmohammed⁠ Timestamps: 0:00 – Introduction 1:18 – Meeting Ali's team 4:04 – Ali's organisation 05:32 – How to come up with content ideas 9:11 – YouTube packaging 15:24 – Working with clients & writing hooks 20:37 – Ali's unfair advantage 22:37 – Finding your “core content thesis” 26:15 – Programs and what matters 28:23 – YouTube metrics 34:22 – People leaving Ali's team 35:40 – Content analysis 41:40 – Saf's YouTube journey 44:00 – Content opportunity 51:38 – Saf's passion 54:39 – What Saf learnt from Ali 59:33 – Saf's agency & more content opportunities #podcast #youtube #youtubeexpert #expert #contentcreator #strategy #youtubestrategy

    1h 9m

  7. AUG 20

    Meet The Marketing Genius Behind A $100M Podcast | ZOE’s Rich Willan

    Get Rich's pitch template: https://mailchi.mp/f5fbb8d327b2/zsn-pitch-template-lead-mag Get a breakdown of Rich’s podcast playbook in my free newsletter: https://callummcdonnell.substack.com Apply to work with me: https://forms.gle/uw6NZDBHs2pQNYhbA Rich Willan is the Head of Content at ZOE — a $100M+ health brand that built the #1 most shared podcast in the UK. In this episode, Rich reveals how to grow a podcast from zero to millions of downloads, how to create an effective editorial system, and what it takes to consistently make content that drives real business results. We break down ZOE’s strategy across formats, why quality trumps virality, how they structure their workflow, and what founders and creators can learn from building a show like ZOE Science & Nutrition. If you want to grow a podcast, run better interviews, or turn content into conversions — this episode is a masterclass. Listen on Your Podcast Player: https://podcasters.spotify.com/pod/show/creatorplaybooks/ Follow Callum on socials: Instagram – https://www.instagram.com/thecallummc/ TikTok – https://www.tiktok.com/@heycallum X – https://x.com/McdonnellCallum/ LinkedIn – https://www.linkedin.com/in/callummcdonnell/ Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com/ Follow Rich: LinkedIn – https://www.linkedin.com/in/rich-willan-69764957 Timestamps: 00:42 – How ZOE built the most shared podcast in the UK 02:55 – How to grow a podcast without relying on virality 06:13 – The “content engine” behind ZOE’s success 09:01 – Structuring your show like a Netflix series 11:49 – Audience feedback, discovery, and listening data 15:37 – Planning content that builds real trust 18:24 – Why ZOE avoids TikTok and sticks to longform 21:03 – Their growth flywheel: consistency → trust → action 23:45 – Building a $100M brand through podcasting 27:20 – ZOE’s workflow: research, scripts & final edits 30:16 – The role of the host (and training for it) 34:07 – What makes a great guest vs a forgettable one 36:39 – How to structure a podcast team that scales 39:18 – What creators get wrong about “growth content” 41:59 – Rich’s best advice for creators, founders & content teams

    1h 20m

  8. JUL 23

    23 Harsh Truths Holding You Back | Unlock Your Full Potential | Jodie Cook

    Get a breakdown of Jodie’s frameworks in my free newsletter: https://callummcdonnell.substack.com Apply to work with me: https://forms.gle/uw6NZDBHs2pQNYhbA Jodie Cook is a bestselling author, entrepreneur, and one of the clearest thinkers on how to actually build a life you’re proud of. In this episode, she breaks down how to structure your day, build systems that free you up, and grow a meaningful business that doesn’t burn you out. We cover her principles for daily productivity, her exit from the agency she founded, how to write like a machine, and why consistency wins in everything from content to competition. If you’re a creator, founder, or operator looking for clarity, systems, and energy — this episode delivers. Listen on Your Podcast Player: https://podcasters.spotify.com/pod/show/creatorplaybooks/ Follow Callum on socials: Instagram – https://www.instagram.com/thecallummc/ TikTok – https://www.tiktok.com/@heycallum X – https://x.com/McdonnellCallum/ LinkedIn – https://www.linkedin.com/in/callummcdonnell/ Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com/ Follow Jodie: Website – https://www.jodiecook.com/ Instagram – https://www.instagram.com/jodie.cook_ X – https://x.com/jodie_cook LinkedIn – https://linkedin.com/in/jodie-cook Timestamps: 03:02 – 9 productivity principles for better days 06:15 – What changes after you sell your business 10:47 – How Jodie organizes her goals, calendar, and time 14:23 – The secret to content consistency without burnout 18:58 – Living a meaningful life as an entrepreneur 22:10 – How to build an identity outside your business 25:45 – Training for Ironman & lessons from competition 30:12 – How to publish books, newsletters, and stay creative 34:08 – Why writing is Jodie’s operating system 39:26 – “You can't always be creating chaos” — focus & repeatability 44:40 – How to make decisions faster (with less regret) 48:13 – Jodie’s writing process and content schedule 52:30 – The two types of creators — and how to tell which one you are 56:02 – How to set better goals (that energize you long-term) 59:17 – Jodie’s best advice for founders & creators

    1h 21m
See All (41)

About

Stories behind some of the world's best creators & entrepreneurs. Hosted by Callum McDonnell. Watch on Youtube: https://www.youtube.com/channel/UCQtecnleIYyODepmiC-c7PQ

Information

  • Creator
    Callum Mcdonnell
  • Years Active
    2022 - 2025
  • Episodes
    41
  • Rating
    Explicit
  • Copyright
    © Callum Mcdonnell
  • Show Website
    Creator Playbooks

You Might Also Like