Jenna Ackerley, founder of Events Under Canvas, built a business delivering 400 weddings a year - without cutting corners.

In this episode, she breaks down how integrity and authenticity shaped her decisions, from early growth to navigating COVID, and eventually stepping back from the day-to-day.

We cover:

• Building trust as a growth engine
• Making harder (but better) decisions
• Founder identity beyond the business
• Why doing the “right thing” actually compounds

A grounded conversation on building something that works, on paper and in real life.

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“I’ve exited… what now?”

It sounds simple. It’s not.

In this Post Bag episode, James Johnson and Freddie Birley unpack what really happens after the deal is done - and why many founders feel something they didn’t expect.

This isn’t about tactics.
It’s about what comes after the thing you thought you wanted.

Inside:
👉 Why the post-exit phase can feel strangely unclear
👉 The trap founders fall into next
👉 A different way to approach what’s coming

There’s one idea in this episode that changes how you think about the entire journey.

Submit your questions: hello@peer-effect.com

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Agata Krawiec‑Rokita, co-founder and CEO of sun.store, scaled from a £12M GMV forecast to £100M in just 12 months.

Now she’s facing the next challenge: shifting from doing everything herself to building systems that scale.

In this episode, James Johnson and Agata chat about how she decides when to stay hands-on, when to step back, and why scaling is often harder than starting.

We cover:
• The framework she uses to choose where to stay involved
• Why startup planning breaks down during rapid growth
• The mindset shift from year one to scale-up
• The line between being hands-on and micromanaging
• The one question she asks before major initiatives

The hardest part of scaling isn’t hiring great people. It’s letting go while the stakes keep rising.

Listen now to hear how she’s navigating the transition.

More from James:

Connect with James on LinkedIn or at peer-effect.com

Most founders misunderstand what coaching is for.

And it costs them.

In this Post Bag episode, James Johnson and Freddie Birley unpack what coaching actually does - and why the best founders use it differently.

This isn’t about frameworks.
It’s about decision-making, pressure, and telling the truth when it matters.

Listen to the end if you’ve ever asked:
“Is coaching actually worth it?”

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At some point, every founder becomes the bottleneck.

In this episode of Peer Effect, James Johnson speaks with Max Teichert, founder of Track Titan, about the transition from doing everything yourself to building systems that scale.

Max shares his journey from sim racing to launching Track Titan and explains how founders can stay close to product while avoiding burnout and decision overload. This conversation is packed with practical advice for founders navigating growth and stepping into the CEO role.

You will learn:
• The signs you're becoming the founder bottleneck
• When to delegate and when to stay involved
• Building a defensible startup advantage
• Scaling decision-making as your team grows
• Avoiding product complexity traps
• Making time for strategy as a founder
• Moving from founder mindset to CEO leadership

If you're moving from early-stage hustle to structured growth, this episode is for you.

More from James:

Connect with James on LinkedIn or at peer-effect.com

"How do I not become an asshole?"

Emma sent this to James Johnson and Freddie Birley for Peer Effect Post Bag.

The fact she's asking is already a good sign.

What you'll hear:

Why self-reflection matters but isn't enough. Freddie breaks down the three groups you need around you. Your team is one. But they have limits most founders don't acknowledge.

The power dynamic nobody talks about. You can fire your team. They know it. James explains how far they'll actually push - and why expecting more isn't realistic.

What one team member said that changed everything. "Just tell me if it's non-negotiable. I'd rather not waste both our times trying to convince you when you've already decided." James shares why this matters.

The 360 feedback structure that works. But only if you have a facilitator. James explains why doing this yourself doesn't create safety for honest feedback.

The question that forces honesty. "Bring to mind my most problematic behavior." Freddie shares the full framework and why it works when normal feedback requests don't.

Why power distance kills feedback. As you get more senior, people stop speaking up. You read silence as approval. It's not. They're just calibrated to the hierarchy.

What happens in remote teams. Trust takes a lot to build, not much to break. Remote makes it harder. James and Freddie explain why this compounds the problem.

The reality:

It's hard for founders to get honest feedback on how they're actually experienced.

Your team will only push once, maybe twice. Then they stop. That's not them being not brave. That's just the dynamic.

If you're asking the question "how do I not become an asshole," you're probably not the one at risk.

One action: Listen to the end for what to do today if you want honest feedback.

Submit your questions: hello@peer-effect.com

More from James:

Connect with James on LinkedIn or at peer-effect.com

Founders talk about values all the time. But do they actually drive growth?

In this episode of Peer Effect, James Johnson speaks with Allison Kopf, CEO of TRACT, about how to turn company values into real operating principles that improve hiring, retention and performance.

Allison shares practical frameworks for building mission-driven teams, running values workshops, hiring for cultural alignment and scaling culture from startup to Series A and beyond. This conversation is packed with actionable advice for founders who want to build high-performing teams and scale faster.

You will learn:
• Why values should shape strategy and execution
• How to hire using a values-based interview process
• Mission-driven vs mercenary founders
• When to refresh company values as you scale
• How to embed values into performance reviews and OKRs
• Practical steps to run a values workshop with your team

If you are scaling a startup and want your team rowing in the same direction, this episode is for you.

More from James:

Connect with James on LinkedIn or at peer-effect.com

"My best performing team member is also my worst behaved. What should I do?"

Jack sent this to James Johnson and Freddie Birley for Peer Effect Post Bag.

The answer is clear: one is worse than the other.

What you'll hear:

Why under-behaving vs underperforming are fundamentally different problems. James explains which one is more detrimental to your business and why most founders get this wrong.

The myth of "this person is irreplaceable." James and Freddie have seen this story play out dozens of times. It always ends the same way. The pattern they reveal will surprise you.

How to have the conversation without making it worse. There's a specific way to frame it so they actually hear you. Most founders skip the critical first step.

Why you shouldn't take ownership of their change. Where the line is between supporting someone and trying to rescue them. James explains what's in your control and what isn't.

The hidden cost nobody talks about. It's not about team performance. It's about what it does to you as a founder. James shares how long he spent on one person and why he wishes he'd acted sooner.

When to accelerate clarity vs when to wait. If you know it's a priority, the conversation does one of two things. Both are good. James and Freddie explain why procrastinating costs more than acting.

The reality:

This conversation requires preparation. But avoiding it costs more than having it.

The headspace these situations take is enormous. It affects your enjoyment, motivation, and excitement about the business.

One action: Listen to the end for how to know if you should have this conversation now.

More from James:

Connect with James on LinkedIn or at peer-effect.com