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Winning Friends

e-Residency of Estonia

Winning Friends explores how connections fuel growth in business, culture, and life. It’s powered by e-Residency of Estonia, the digital ID that lets entrepreneurs turn those connections into borderless companies.

Join Julian Poole and Mirjam Hunt for honest talks with people building businesses beyond borders. Expect real, unfiltered stories from founders, CEOs, and leaders about building businesses and unlocking opportunities through the power of community.

Welcome to the show that proves success isn’t just what you know, but who you connect with.

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  • 21 episodes
  • Avg 20 min
  • English

Episodes 21

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  • S1 · E12
    August 14 · 56 min

    Left a billion-dollar company for a Michelin kitchen| Andres Tuul on Winning Friends

    The first word that comes to mind when you trace Andres Tuul’s career is unconventional. After helping scale The Farmer’s Dog into a billion-dollar DTC business, Andres stepped into a two-Michelin-star kitchen with no professional cooking experience. What might look like a detour has become a powerful source of new business ideas, including his latest venture, Lutso: AI technology that helps elderly people age with dignity at home. In this Winning Friends bonus episode, you’ll learn: 🍽️ what a two-Michelin-star kitchen taught him about leadership and fast feedback 🐕 why The Farmer’s Dog was never just a pet food company 💡 how stepping outside your silo can lead to better business ideas 🏡 how Lutso is tackling a serious real-life problem ⚙️ why AI should remove bottlenecks, not people Listen and share with your friends today! Winning Friends is powered by e-Residency of Estonia, where founders around the world launch, run and scale companies 100% digitally.

  • S1 · E11
    April 19 · 5 min

    Innovation doesn’t scale in isolation 🔒 | David Gram on Winning Friends

    Founders often default to building everything in-house because it feels safer and more controllable. David Gram’s view is that this instinct can quietly slow you down. When speed matters and capability gaps are real, partnering can beat building, even if it means sharing control. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E11
    April 14 · 5 min

    The 5 rules for driving change without losing allies| David Gram on Winning Friends

    David Gram walks us through the five rules that help leaders introduce new ideas while keeping trust intact. From expecting resistance to understanding which rules you’re breaking, building early ownership, and making sure others shine along the way. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E11
    April 9 · 3 min

    🧪 Structure that prevents experimentation overload| David Gram on Winning Friends

    Drawing on his experience at LEGO and his work today with leadership teams, David Gram argues that experiments should be evaluated close to where ideas originate, not funnelled into a central committee or “idea platform” that lacks context. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E11
    April 7 · 1 hr 17 min

    How to test ideas without burning time, money, or trust | David Gram on Winning Friends

    Experimentation is rarely the hard part. Knowing what to test, when to stop, and how to bring people with you is. David Gram spent nearly a decade at LEGO, helping the company rethink how it explored new territory after its early-2000s crisis. Today, as co-founder of Diplomatic Rebels, he works with founders and leadership teams navigating change where resistance is normal and resources are limited. In this episode of Winning Friends, David shares practical lessons on making experimentation sustainable and change adoptable. In this episode, you’ll learn: 🧪 how to prioritise experiments without overwhelming your team 🎯 how LEGO used opportunity spaces to decide what was worth testing 🧠 why organisations resist new ideas and how to plan for it 🤝 how to push change without burning bridges or losing allies 🧭 the five habits of diplomatic rebels who make change stick 🧩 when partnering beats building everything yourself Listen and share with your friends today! Winning Friends is powered by e-Residency of Estonia, where founders around the world launch, run, and scale companies 100% digitally.

  • S1 · E10
    March 23 · 2 min

    🔁 Brand loyalty is built through consistency | NOËP on Winning Friends

    Andres Kõpper (NOËP) reflects on how predictable behaviour builds confidence – using Apple’s one-button logic as a metaphor for branding. When people know what to expect, trust follows. When signals change too often, loyalty erodes. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E10
    March 18 · 2 min

    🎩 Why “doing it all” never scales | NOËP on Winning Friends

    NOËP is not just one person making music, but a working business: managers, agents, a band, partners, and multiple revenue streams. In this clip, Andres Kõpper shares what the business of being an artist actually looks like and why trying to handle every role yourself eventually becomes the bottleneck. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E10
    March 13 · 1 min

    📱 Should you design for platforms or for people?| NOËP on Winning Friends

    When TikTok became the main route to discovery in music, it didn’t just change how songs were promoted – it started influencing what got made in the first place. In this clip, Andres Kõpper (NOËP) reflects on what happens when distribution channels begin shaping the product itself. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E10
    March 10 · 1 hr 10 min

    Why virality doesn’t build loyalty| NOËP on Winning Friends

    A viral moment can open doors fast, but it won’t build a business - unless you know what to do next. Andres Kõpper, known internationally as NOËP, has lived the spike up close and learned that reach is only useful if you can turn it into loyalty. In this episode, he shares how he treats his music career like a startup: positioning, product thinking and the long game behind every “overnight” moment. In this episode, you’ll learn: 🎵 why virality is luck, but longevity is designed 📊 how artists (and founders) can think in products, not just moments 🌍 what building a global audience actually requires behind the scenes 🧠 how to balance creative freedom with commercial discipline 🤝 why trust and recognition matter more than constant reinvention Listen and share with your friends today! Winning Friends is powered by e-Residency of Estonia, where founders around the world launch, run, and scale companies 100% digitally.

  • S1 · E9
    February 23 · 6 min

    🏅 What elite teams reward instead of talent| Jason Caldwell on Winning Friends

    In this clip, Jason Caldwell shares the lesson that reshaped how he thinks about leadership: stop trying to be the fastest, and focus on adding the most value. The person who earns trust through small, unglamorous acts is often the one a team performs for under pressure. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E9
    February 18 · 3 min

    ✍ The vision statement your team will actually commit to| Jason Caldwell on Winning Friends

    Most teams either don’t have a vision statement, or they inherited one from someone higher up. Either way, it rarely creates real ownership. In this clip, Jason Caldwell explains why a vision statement is not a slogan. It is a powerful commitment device that only works when the whole team has fingerprints on it. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E9
    February 13 · 3 min

    🤝The small moments that keep teams from drifting apart| Jason Caldwell on Winning Friends

    Most leaders say they don’t have time for the emotional side of leadership. Jason Caldwell argues you don’t need a big culture programme. You need repeatable moments that pull people back into alignment. In this clip, Caldwell shares his idea of gathering points, small, low-cost opportunities for teams to connect, reset, and move as one. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E9
    February 10 · 1 hr 8 min

    Why elite teams don’t hire superstars (and what they do instead) | Jason Caldwell on Winning Friends

    Most leaders say they want high-performing teams. Fewer know what to do when the pressure rises, alignment slips, and the talented hire starts pulling in the wrong direction. Jason Caldwell is an endurance athlete and leadership coach who has led teams across oceans and now mentors businesses on building teams that hold under real strain. He believes talent is table stakes. What matters is value, ownership, and the small behaviours that keep a group moving as one. In this episode, Jason shares: 💡 why value beats talent when teams are tested 🧭 how to write a vision statement the team actually owns 🖐️ why fingerprints matter more than perfect wording 🧲 how gathering points create alignment without forced bonding 🚦 when leaders need to make the call they keep delaying 📈 how founders can scale past key person risk and stop being the bottleneck Listen and share with your friends today! Winning Friends is powered by e-Residency of Estonia, where founders around the world launch, run, and scale companies 100% digitally.

  • S1 · E8
    January 21 · 6 min

    🤝 What really decides how a meeting goes | Mike Southon on Winning Friends

    Networking advice usually focuses on what to say or offer. But long before that, something quieter decides how the conversation will unfold. In this clip, Mike Southon reflects on what actually shapes first impressions, why some interactions feel natural while others feel forced, and how trust begins long before anyone talks business. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E8
    January 16 · 2 min

    🧐 Who really makes founders succeed | Mike Southon on Winning Friends

    Mike Southon has met and worked with some of the most recognisable entrepreneurs in the world. And he keeps noticing the same pattern: behind every visible success, there’s almost always someone else. Drawing on decades of experience and interviews with well-known founders, he talks about gumption, drive, and determination – but also something far less talked about: the “foil.” 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E8
    January 13 · 36 min

    How to grow a business with beermat simplicity| Mike Southon on Winning Friends

    Most founders don’t have a product problem. They have a clarity problem. If you can’t explain what you do fast – you can’t sell it, fund it, or scale it. Mike Southon is the kind of guest who refuses a neat label. He’s a serial entrepreneur, best-selling author, mentor to 1,000+ founders, an e-resident of Estonia, and the Chief Editor of Startup Mafia. He’s co-written The Beermat Entrepreneur and Sales on a Beermat, built around one obsession: if your idea can’t fit in 30 seconds, it’s not ready yet. In this episode, Mike shares: 📝 how to pressure-test an idea with “beermat” simplicity 🤝 how to build a network without feeling salesy 🎯 why every founder needs a “foil” (the partner who completes the picture) 💬 how to lead with curiosity, not pitch 🧠 why honesty drives repeat business Listen and share with your friends today! Winning Friends is powered by e-Residency of Estonia, where founders around the world launch, run, and scale companies 100% digitally.

  • S1 · E7
    Dec 22, 2025 · 2 min

    🚿 How one shower idea flipped the hotel model | Veerle Donders on Winning Friends

    Some concepts come quickly. Others take years of listening, prototyping, and refining. Veerle Donders shares how Zoku grew from a single shower thought into a human-centred “upside-down hotel” shaped by 150 interviews and a shift in how people live and work internationally. 🎧 Catch the full episode to hear the full story behind the “upside-down hotel.” Winning Friends is powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E7
    Dec 17, 2025 · 2 min

    💡 Why 1 in 6 international assignments fail | Veerle Donders on Winning Friends

    Veerle Donders reveals why loneliness drives failed assignments, how the rise of short-term placements changed everything, and why community is becoming a business essential. 🎧 Catch the full episode to learn how connection shapes global work. Winning Friends is powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

  • S1 · E7
    Dec 15, 2025 · 2 min

    ✨ The hiring mindset that turns teams into communities | Veerle Donders on Winning Friends

    Veerle Donders shares how Zoku looks beyond skills and hires people you’d proudly introduce to your friends: curious, warm, community-minded people who elevate the entire environment. It’s a simple shift, but one that turns teams into real communities. 🎧 Catch the full episode on Winning Friends. Powered by e-Residency of Estonia, where entrepreneurs build and grow borderless businesses from anywhere in the world.

Showing 1–20 of 21 episodes