Luke is a founder, investor, and multi-exit entrepreneur behind Unusual Group and Tobin Capital. After scaling a marketing agency to an eight-figure exit, he now helps creative service businesses grow and exit on their own terms. With three successful exits and several hard-learned lessons along the way, Luke is known for his transparent take on what it really takes to scale, including the parts most people don’t talk about. He is currently writing his first book with major publisher Pan Macmillan, set for release in 2026.In this episode, Luke shares what it’s really like to write a book while building two companies and growing a brand followed by more than 800,000 people. You’ll hear candid reflections on burnout, balance, and staying grounded, plus how he makes space for family, fitness, and rest without losing momentum. A conversation full of honesty, insight, and behind-the-scenes wisdom.Connect with Luke:https://www.linkedin.com/in/luketobin/https://www.luketobin.com/newsletterhttps://www.luketobin.com/https://www.instagram.com/lukettobin/https://www.youtube.com/channel/UCWceX14aUBA9huJ9TV50FqQhttps://x.com/lukettobin/Timestamps:00:00 – Cold open: burnout, ego, and why Luke started posting01:02 – Intro and welcome01:26 – Meet Luke Tobin: 3 exits, 2 companies, 1 book deal02:14 – How his book deal happened (and what it’s about)03:30 – Writing a book without AI (almost)04:35 – His creative process: gym, dog walks & voice notes05:19 – 85,000 words, 14 chapters, one big deadline06:00 – What audiobooks shaped Luke’s thinking07:10 – His personal AI co-pilot (and how it’s better than ChatGPT)08:47 – Why Luke’s AI is different from generic models10:00 – Why he started creating content in the first place11:36 – From 20k to 800k: 18 months of daily posting12:26 – Monetisation and impact: more than just reach13:16 – Building trust: share what actually worked14:15 – Why being real matters (and why most aren’t)15:28 – Talking burnout and failed exits openly16:09 – Luke’s #1 secret to staying consistent17:01 – Hiring: the key to avoiding burnout18:25 – Why letting go is the hardest part for founders19:29 – The family piece: not always getting it right20:13 – Remember you’re human: how he finds balance21:05 – Meet Harper: the real star of Luke’s LinkedIn21:16 – Off-screen hobbies: hikes, gym, nature22:06 – Living in Portugal, dreaming of South America23:06 – Can he really unplug while travelling?24:24 – Inside “The Success Method” newsletter25:11 – Not everyone should be a creator (and that’s ok)26:01 – How writing the newsletter helped prep for the book27:00 – New project: Why Luke launched Unusual Group28:33 – Why most agencies never sell (and how he’s changing that)29:34 – Healthy soda startup: drinkmirth.com30:06 – What still drives Luke today?31:20 – He wanted to be an actor?!32:21 – Who inspires him (and what he learned from Branson)33:15 – Favourite movie? Think classics.33:43 – Final thoughts + how to reach Luke Connect with Tommen:X: https://x.com/TomasLoucky⁠⁠⁠Stan: https://stan.store/TommenLinkedIn: https://www.linkedin.com/in/tomasloucky/⁠⁠Instagram: https://www.instagram.com/thisistommen/⁠⁠More:Links: https://linktr.ee/produced_by⁠⁠⁠FenPost: https://fenpost.com/?via=tomasNewsletter: ⁠⁠⁠⁠https://producednewsletter.substack.com/⁠Tools & gear that support the show:Neon Now: https://neonnow.co.uk/Metricool: https://f.mtr.cool/HRJBZKUlanzi: https://www.ulanzi.com?aff=2611Apex Comfort: https://apexcomfort.co.uk/Midland Flowers: https://midlandsflowerwallco.co.uk/RA Optics: https://ra-optics.myshopify.com/discount/TOMMEN?rfsn=8803777.591d19Some links are affiliate links, which means I may earn a small commission at no extra cost to you. If you find them useful, using these links helps keep the podcast running. Thank you!  Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.