If you’ve been following Culture Crush, you know we’ve spent the last year exploring how ordinary people create extraordinary impact through community, vulnerability, and intentional living. Over 2,000 of you joined that journey, and some of you have become genuine friends.
Thank you for that. Truly.
But something’s been shifting for me - quietly at first, then undeniably. And if you’ve been paying attention, you might have noticed it too.
The Fundamental Shift
In June, when I recorded what became the final Culture Crush episode with Ashley Faus, I didn’t know it would be the last one. A few very busy weeks made that decision for me - my wife and I were expecting our first child, and time suddenly became the most precious constraint I’d ever faced.
But it was more than logistics. Through the network of real relationships Culture Crush created, I slowly realised something uncomfortable: the community I’d built wasn’t aligned deeply enough with how I now felt called to serve.
Despite the numbers, despite the momentum, something fundamental had changed.
The Pattern Underneath
See, Culture Crush was born from curiosity - from wanting to learn from fascinating people doing meaningful work. And that was exactly right for that season. But underneath those conversations, a different thread kept emerging.
Every guest who truly resonated - Justin Foster exploring what happens when we stop chasing outcomes, Steve Chalke on building movements from the margins, Tahira Jamani unpacking how constraints become creative fuel - they were all circling the same territory:
How do you build something sustainable when the world demands spectacular?
How do you honor your nature when everyone’s selling you a system?
How do you serve the work instead of worshiping outcomes?
The Discovery
What I didn’t realise while hosting Culture Crush was that I wasn’t just interviewing people about these questions, I was living them.
After my fifth redundancy in a decade, I’d frantically chased job applications, competed with 400 other candidates, and heard “we loved your application, but...” more times than I could count. Then I did something different. I dove into my archives; 15 years of notes, half-written articles, workshop plans, project deliverables.
I discovered I had everything I needed to start my own business. Not because I’d followed someone’s playbook, but because I’d accumulated years of unremarkable incremental learnings that, when viewed together, revealed an unfair advantage.
I’ve since replaced my income from a standing start. But more importantly, I discovered something that changes everything: your breakthrough isn’t hiding in someone else’s playbook. It’s already in your story, waiting to be noticed.
The Shift
That realization, that discovery muscle I’d been developing, that’s what The Unremarkable Entrepreneur is about.
It’s for the exhausted corporate escapee who’s been sold another funnel, another framework, another “proven system” that promises six figures but delivers performance anxiety.
It’s for the person who’s tired of personal brand theatre and platform slavery, who wants to build something that thrives without viral tactics or launch hysteria.
It’s for anyone who suspects that ordinary actions, relationship-building, and meaningful constraints might actually beat the algorithmic hustle - but hasn’t found the language or community to practice it.
What’s Changing.
So what does this mean practically?
The podcast continues, but with sharper focus. Instead of broad conversations about culture and community, we’re going deep on the unremarkable practices that create remarkable, sustainable businesses.
Solo episodes, article read throughs, planning session with successful entrepreneurs, and short interviews - they are all coming soon and deeply centred on how to move from theory to practice.
And I’m writing a book - The Unremarkable Entrepreneur - in public, one article at a time. Weekly explorations of the ideas that form the foundation of unremarkable entrepreneurship. We’ll break down concepts like why the increment is the way, especially when pressure demands giant leaps. We’ll explore how to serve the work instead of worshiping the outcome, and why resonance will always beat reach if you’re building for the long term.
This is where the real thinking and application happens. And sure, there’ll be a short newsletter, a roundup of what’s been working, where’s there’s friction, and links to the latest releases.
The Invitation
If you loved Culture Crush for the community and vulnerability, you’ll still find that here. But now it’s in service of something specific: helping you build a practice-based business that aligns with who you actually are, not who the market tells you to be.
Some of you will come with me on this journey. Some won’t. And that’s exactly as it should be. This isn’t for everyone. It’s for the 1% who value practice over performance, depth over reach, and are willing to build something that might take longer but will actually last.
If that’s you, here’s what I’m asking:
Subscribe to the newsletter if you haven’t already. That’s where the real work happens.
Stay with the podcast. We’ll continue conversations, but now with guests who are living this path - people who’ve chosen constraints over scale, relationships over algorithms, practice over platform.
And most importantly: engage. Comment. Share your own unremarkable wins. Tell me what’s resonating and what’s not. Because unlike Culture Crush, which was about learning from others, The Unremarkable Entrepreneur is about discovering together.
The Revelation
Culture Crush gave me something I didn’t expect: it showed me who I was actually here to serve and what work was waiting to flow through me. Now it’s time to honor that calling.
Thank you for every conversation, every comment, every moment of connection over the past year. Some of the friendships formed there will last a lifetime.
And for those of you joining me in this new chapter: welcome to The Unremarkable Entrepreneur.
