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 e...
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/newsletter
https://www.luketobin.com/
https://www.instagram.com/lukettobin/
https://www.youtube.com/channel/UCWceX14aUBA9huJ9TV50FqQ
https://x.com/lukettobin/
Timestamps:
00:00 – Cold open: burnout, ego, and why Luke started posting
01:02 – Intro and welcome
01:26 – Meet Luke Tobin: 3 exits, 2 companies, 1 book deal
02:14 – 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 notes
05:19 – 85,000 words, 14 chapters, one big deadline
06:00 – What audiobooks shaped Luke’s thinking
07:10 – His personal AI co-pilot (and how it’s better than ChatGPT)
08:47 – Why Luke’s AI is different from generic models
10:00 – Why he started creating content in the first place
11:36 – From 20k to 800k: 18 months of daily posting
12:26 – Monetisation and impact: more than just reach
13:16 – Building trust: share what actually worked
14:15 – Why being real matters (and why most aren’t)
15:28 – Talking burnout and failed exits openly
16:09 – Luke’s #1 secret to staying consistent
17:01 – Hiring: the key to avoiding burnout
18:25 – Why letting go is the hardest part for founders
19:29 – The family piece: not always getting it right
20:13 – Remember you’re human: how he finds balance
21:05 – Meet Harper: the real star of Luke’s LinkedIn
21:16 – Off-screen hobbies: hikes, gym, nature
22:06 – Living in Portugal, dreaming of South America
23:06 – Can he really unplug while travelling?
24:24 – Inside “The Success Method” newsletter
25:11 – Not everyone should be a creator (and that’s ok)
26:01 – How writing the newsletter helped prep for the book
27:00 – New project: Why Luke launched Unusual Group
28:33 – Why most agencies never sell (and how he’s changing that)
29:34 – Healthy soda startup: drinkmirth.com
30:06 – 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/TomasLoucky
Stan: https://stan.store/Tommen
LinkedIn: https://www.linkedin.com/in/tomasloucky/
Instagram: https://www.instagram.com/thisistommen/
More:
Links: https://linktr.ee/produced_by
FenPost: https://fenpost.com/?via=tomas
Newsletter: https://producednewsletter.substack.com/
Tools & gear that support the show:
Neon Now: https://neonnow.co.uk/
Metricool: https://f.mtr.cool/HRJBZK
Ulanzi: https://www.ulanzi.com?aff=2611
Apex Comfort: https://apexcomfort.co.uk/
Midland Flowers: https://midlandsflowerwallco.co.uk/
RA Optics: https://ra-optics.myshopify.com/discount/TOMMEN?rfsn=8803777.591d19
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