Joel Stone

Joel Stone Marketing agency owner (Codebreak). AI consultant (That AI Guy). I help ambitious business owners scale without the waffle. Shrewsbury Town FC. George the dog.

Dinosaur enthusiast (Ceratops Clothing). 80s/90s geek.

16/06/2026

Can people tell you care?

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11/06/2026

If I could go back to the start…

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02/06/2026

If your prospect doesn’t know they have the problem you solve, it’s going to be a bl**dy hard sell.

You might have heard the phrase, “sell them what they want, give them what they need.”

It can be misconstrued as a greasy sales tactic.

But, too often I see businesses running campaigns for lead magnets, offers, or webinars that offer something nobody thinks they need.

It’s essentially too smart. You’re at stage four and your prospect is still at stage one.

You know you can fix a problem that they don’t even realise they’ve got.

There’s two fixes for this…

1. Educate them. Make them problem aware. Show them what’s going on.

2. Meet them where they are at. Do a bit of market research. Find out the number one pain of your audience.

Think about it like this… prior to the internet you didn’t go to the doctor and tell them what you thought you had. You listed out a couple of symptoms and they diagnosed you.

So there’s no use selling a cure to a diagnosis, if the person hasn’t been diagnosed yet. You’ve got to speak to the symptoms.

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All of these and people stood next to whiteboards with lists on! “Step into your power.”“This is your season.”“Main char...
30/05/2026

All of these and people stood next to whiteboards with lists on!

“Step into your power.”
“This is your season.”
“Main character energy.”

It all sounds great.

It feels good.

It gets likes.

But on its own, what does any of it actually help someone do?

A lot of business advice has turned into a motivational show. People watch, they feel something, they double-tap, they carry on with their day.

Then Tuesday arrives.

And they still don’t know how to generate leads.
They still don’t know how to fix their offer.
They still don’t know how to manage their team.
They still don’t know how to grow the thing they’ve built.

Now, I’m not anti-motivation. Motivation comes and goes. That’s normal. Some weeks you’re flying, some weeks you’re dragging yourself through it. Nothing wrong with that.

The bit that actually matters is where you point it.

Because so much of this stuff is built around making YOU the hero. Your energy. Your power. Your story. Your personal brand.

And let’s be frank, that’s the shallow end.

Point that same energy at other people and it changes. Your clients. Your team. The people who rely on you to get it right.

Motivation in service of someone else lasts longer, and means a lot more, than motivation spent on feeling like the main character.

The businesses that last aren’t built on someone feeling inspired on a Sunday night. They’re built on service, leadership and actually doing the work.

So by all means get fired up. Then put it to work for the people counting on you.

Just don’t forget to remember what you helped them achieve. That’s where you’ll find your reward.

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29/05/2026

That fastest way to f**k up your ads 🤡

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28/05/2026

Chirpy 😂

But when you start actually scaling, retaining customers, and compounding growth, it does feel worth it!

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People love to look at the end result and write their own script. “Must be nice.”“Must have had a leg up.”“It’s alright ...
27/05/2026

People love to look at the end result and write their own script.

“Must be nice.”

“Must have had a leg up.”

“It’s alright for people like you.” (Whatever that means.)

Let them.

If you’re building a business, only you truly know where that hunger actually comes from. It doesn’t have to be some dramatic trauma or a hardship story. But it is always part of your “Why.” That quiet fire in your belly.

I was driving today, chatting to my Mum on the phone (always call her when I’ve got miles to cover).

I was laughing, telling her how I’d just spent some of my birthday money on dog sunscreen. (I know, FFS.)

And she just nonchalantly said:

“I used to use any birthday money I got to buy your Christmas presents.” (Her birthday is in December.)

Humbling.

It reminded me that the drive to build something isn’t accidental. It’s fueled by whatever is in your tank - whether that’s a quiet example of sacrifice, a point to prove, or just a desire to see what you’re capable of.

Everyone has their story. Everyone has their motivation. It doesn’t matter where it comes from, but it is one of the most powerful tools in your arsenal when you’re growing a business.

So let them make their assumptions.

Smile, keep quiet, and let what you’re building do the talking.

What’s the “Why” that keeps you going when it’s tough?

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4 The Creative Quarter, Shrewsbury Business Park
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