What if the secret to scaling from 1 to 154 people in just 12 months wasn't about working harder — but building smarter systems?

In this episode of the Grown Up Business Podcast, Paul Avins sits down with Richard Woods — three-time bestselling author, award-winning entrepreneur, creator of LinkedIn Breakfast, and founder of a business that's exploded from a one-person operation to a team of 154 in barely over a year.

Richard shares his remarkable journey from growing up in an entrepreneurial household (complete with living in a caravan during the tough times) to appearing on BBC's The Apprentice, building and selling three businesses, and discovering why he's not cut out to be a celebrity — but is brilliant at systemising growth.

Together, Paul and Richard unpack the brutal lessons from business failure, the hidden traps of coaching without accountability, why discipline beats dopamine every time, and how offshore teams in Nigeria became the unlock for hyper-growth. They also dive deep into LinkedIn strategy, the power of weekly content rhythms, CEO dashboards, and why most entrepreneurs are still firefighting instead of leading.

If you're a business owner ready to scale fast, systemise smart, and finally step out of operator mode into true CEO leadership, this conversation is essential listening.

Key Takeaways

• From caravan to half a billion: Richard's entrepreneurial upbringing and the roller-coaster lessons that shaped his risk appetite
• Why going on The Apprentice taught him he didn't want to be a celebrity — but gave him invaluable sales and negotiation lessons
• The brutal reality of coaching: why accountability matters more than information
• How Richard scaled from 1 to 154 team members in 12 months using offshore talent in Nigeria
• The LinkedIn content system: why a 13-week cycle, weekly moments, and news jacking are game-changers
• Discipline beats dopamine: why half an hour a day on LinkedIn can generate £100K+ per year
• CEO dashboards and the power of numbers: how data-driven planning sets you free
• Why most people struggle with focus — and how the "power of one" unlocks exponential growth
• The five reasons people buy coaching: leadership, routine, community, personalisation, and accountability
• What a grown-up business really looks like: when you stop firefighting and start leading strategically

About Richard Woods

Richard Woods is a three-time bestselling author, award-winning keynote speaker, investor, and serial entrepreneur who has built and sold three businesses. He's the creator of LinkedIn Breakfast, a thriving community on a mission to become the best place on earth to learn LinkedIn for free, and author of The Million Dollar Sprint.

Richard appeared on BBC's The Apprentice in 2015, where he broke records by selling £4.2 million worth of property in 24 hours and reached the final. After exiting his marketing agency and a boiler servicing business, he pivoted into coaching — but quickly realised traditional coaching wasn't enough. That's when he cracked the code: combining coaching with fully trained offshore virtual assistants.

In just over a year, Richard scaled his latest business from 1 person to 154 team members, primarily based in Nigeria, helping entrepreneurs systemise their growth, dominate LinkedIn, and build businesses that work without them. His superpower? Systemising scale and making the complex simple.

Resources & Links

• Join the free 5-Day LinkedIn Challenge → linkedinforbreakfast.com
• Connect with Richard Woods on LinkedIn → Richard Woods | LinkedIn
• Get Richard's book The Million Dollar Sprint → Available on Amazon
• Follow Paul Avins for Scale Up insights → Paul Avins | LinkedIn

Next Steps

Action Now: Write down the 3 actions from this episode you'll apply in your business over the next 72 hours.

Think Bigger: Ready to systemise your LinkedIn strategy and start generating consistent leads? Join Richard's free LinkedIn for Breakfast community at linkedinforbreakfast.com

Scale Up: Get actionable tips from Paul in your inbox every Saturday, Subscribe to Scale Up Saturday Newsletter

Level Up: Book a Call with Paul and Get ready to level up your business and transform your life!