Matt Gray
speaker
160 appearances
2 recordings
1 series
first heard Jan 2025
last heard May 2025
Matt Gray’s voice in public audio — every appearance, attributed to the second.
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Appearances
So, uh, you know, I think it's just, yeah, important to just be honest with yourself. And at the same token to, um, Whether it's, you know, rebranding your business, rebranding yourself, you can always change, right? Like just because something's been a certain way doesn't mean you got to keep doing it, right? And for me, yeah, it was kind of weird. You know, I'm running this cannabis company.
Now you're like, whoa, you're not smoking weed. It's like, I'm not against it. I mean, I think everyone should be able to do whatever they want to do, right? That doesn't change at all. That my belief in freedom, my belief that adults can make adult decisions, nothing's changed there in terms of like what's right for me and what I think I should be doing going forward.
I'm going to experiment with a new me. Um, so yeah, just always being open to reinventing yourself. And I think it's something that can be a superpower. Yeah. Super cool. Thanks for sharing that.
Yeah, so everything at FoundRust is pretty customized. We've got hundreds of systems that I've used over the years to help me with different things. I think at the end of the day, I'd say 90% of founders fall into the following kind of buckets.
There'd be people that are looking to scale their audience, people that are looking to grow their offer, those that are looking to get more of their time back, or people looking to build a team. Now, they oftentimes get mixed up, but there's one general instant priority someone's looking for, right? So we're trying to assess...
Is this a person that has a really successful business and now is just trying to get their time back and that's their real currency? Or is it someone that has built a great business maybe and now they're looking to scale their audience really fast? And so depending on what sort of avatar they fall into there, we're then going to kind of customize that.
the journey they should be going on from there but you know the kinds of things that we help folks with at the core of it is like a content gps and what that is is helping people grow an organic audience across social platforms so whether that's x linkedin if they're more writing first or youtube and tick tock if they're going more video first as well as instagram
From there, driving people to a newsletter, to workshops, maybe webinars, and then actually owning that audience in their email list. I think a lot of founders, they move from social and they just think that they should be selling directly from social. And I think what ends up happening is you're way too salesy.
And that may work for six months, but I think that eventually you kind of burn your organic audience if you're just selling too much just from social. And I think a lot of people, too, want to go and build a brand and want to be more active on social, but they don't want to come across as salesy. And that becomes a blocker.
And if they knew that there was actually just a way to drive people from your audience to an email where then you can sell, I think it then opens up a range of possibilities. We kind of help them with that organic content funnel and then driving people to whether it's, you know, a product sales page or a sales call, depending on the industry they're in, helping them set that up.
And then the systems along the way to make sure they're doing this efficiently so that the hope is that they can scale it without their involvement for the most part. So, you know, I've been able to scale an audience now about three million folks the last few years around my own brand. And, you know, we're only filming generally around like once every couple months. We batch all the content.
It's done in like a few days. I can delegate it to my team from there and then just get back to living my life, traveling, enjoying things. And so trying to make sure that at the end of the day, when you are both a founder and a creator, it kind of doubles your chances of burnout. And we were just talking about some of the things I used to cope with for that burnout or those feelings of overwhelm.
The last thing I want to do is set founders up for that same issue. And so as much as you're sort of ramping things up in terms of the content and the audience side, I think you also need to be ramping up the systems to make this whole journey sustainable. So you don't burn out. Yeah.
Yeah. So we have around 25 people on the team, uh, just on the content team or the business on the total team. Okay. It may be a little more now, but you have to say it's 25, 30. Uh, so yeah, On the content side, I work with like we have a producer on the video side. I'd be like the creative director. And then we have three long-form editors, three short-form editors.
And so that allows us to do one long-form YouTube video per week, two IG reels per day, two YouTube shorts a day, two TikToks a day. That's kind of that whole department. It's like the video side of content. On the written side, I have like a social writer, I'm writing, and then I have a newsletter writer. So that's the whole written side of the business.
And then we have, you know, operations, probably eight people on the sales side, 10 people on founder success. And then I have a chief of staff who's my sister. Yeah, something like that.
No, so the story there quick is like, I actually really don't know how to run paid ads, to be honest with you. from being in the cannabis industry for that long, you can't run ads because the schedule one drug in the U S and I didn't realize like we had just, you know, built that business all organically over the years. That was just kind of what you had to do.
Um, when I started to take a look at, you know, building my own brand and using this for founder, I realized that this was kind of a superpower because I just sharpened that sword so many times by publishing like 38,000 pieces of organic content over a decade that I was like, okay, shit. Like this, this, this actually really does work for, um, other brands and my personal brand.
It can work for others,
brands um and uh yeah and my belief is kind of when you have a superpower when you have an edge like exploit that to the fullest degree possible so i'm definitely not opposed to ads or anything like that uh but anytime i've looked at you know should we run ads or should we post another youtube video per week it's like let's do that youtube video another week or you know should we do ads or should we you know ramp up instagram in this way it's like let's just do that for now so we haven't i don't think maxed
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