🔎 Episode Summary

In this episode, Jamie and David sit down with James Rutter — the creative and strategic mind who helped scale COOK from a £30m family-run food brand to a £130m certified B Corp, all while deepening culture, protecting quality, and refusing to “sell the soul” of the business.

James shares how his early career in journalism shaped his obsession with stories, why people-first companies win in the long run, and how the “Big Relationships” model (unity, clarity, appreciation) has become the backbone of COOK’s culture. He also breaks down strategy in a way that feels human and energising — not corporate, confusing, or abstract.

If you care about culture, purpose, or growing a company without losing the magic, this one is packed with insights.

Hosts: Jamie Dundas & David Brown

Guest: James Rutter – Strategist, writer, longtime culture-builder at COOK, and founder of JamesRutter.com

🧠 Key Takeaways

1. From Journalism to COOK - Following Curiosity, Not a Masterplan

James never intended to work in food. But his journalistic instinct eventually led him to COOK, where he discovered that culture is one giant “story of us.”

2. Big Relationships → Big Results

At the heart of COOK’s growth is a simple model:

• Unity – we’re in this together

• Clarity – know what you’re doing and why

• Appreciation – acknowledge people sincerely and often

This framework acts as a diagnostic tool for almost every challenge a team faces.

3. Scaling With Soul

COOK grew from 400 to 2,000 people without venture capital - on purpose. Slow, steady, values-aligned growth protected product quality and culture. Strategy wasn’t about domination, it was about staying true, staying consistent, and staying human.

4. Storytelling as a Cultural Engine

Small, everyday stories build belonging far more than grand narratives. James helps teams notice meaningful moments and use them to reinforce culture.

5. Strategy Isn’t Complicated — It’s Choice

Good strategy is simply deciding where to play and how to win, and sticking to it.

James breaks strategy down into:

• Clarity — what creates value

• Persistence — staying committed

• Courage — choosing one path and closing off others

It’s not about predicting the future; it’s about increasing the odds you’ll succeed.

🛠️ Tools, Models & Ideas James Uses

• Big Relationships Model: Unity, clarity, appreciation

• Storyworthy’s Homework for Life: A daily practice for noticing meaningful story moments

• Playing to Win (Laffley & Martin): A strategy framework built on choice

• Seven Powers (Helmer): Understanding where true advantage comes fro

💡 Best Quote

“Big results come from big relationships. A business is just people coming together to do something they couldn’t do alone.”

🔗 Connect With James Rutter

🌐 Website: https://www.james-rutter.com/

💬 LinkedIn: linkedin.com/in/james-rutter-8972079

💬 Connect With Ideas Club

📨 Newsletter: https://good.space/ideas-club

🌟 Join the community for founders, freelancers and creators who believe — ideas will save you.

In this episode, David and Jamie sit down with Alistair Hargreaves, former Saracens rugby player and co-founder of Wolfpack, to explore his unlikely leap from professional sport into building one of London’s most beloved independent pub brands. Hargreaves reflects on the “cliff edge” faced by every athlete, the pressure of figuring out life after sport, and how desperation, resilience and camaraderie paved the way for a completely new chapter.

The conversation unpacks the mindset behind reinvention, the realities of starting a business with zero industry experience, and the culture-first approach that has helped Wolfpack grow from a double-decker bus pouring pints to a thriving network of pubs with a devoted community. Hargreaves shares candid, thoughtful perspectives on leadership, brand building and the joy of creating spaces where people genuinely feel at home.

• Alistair speaks openly about the moment every athlete faces — the unavoidable “cliff edge” where your sporting career ends and real-life decisions begin.
• His shift into business wasn’t driven by a polished plan but by urgency, curiosity and a desire to put his sporting values to use beyond the pitch.
• Resilience, discipline and teamwork became the transferable skills that shaped his next chapter.

• Wolfpack began as a simple idea: serve beer to a captive audience of rugby fans from a converted double-decker bus.
• Early feedback taught Alistair and co-founder Chris that skills from rugby had value — but only if tested outside the sport. That became the catalyst for action.
• What started as post-training pub chats evolved into supplying local venues and eventually opening their own spaces across London.

• Rather than relying on their reputations as rugby players, Alistair and Chris intentionally built Wolfpack as a brand with its own identity, rooted in community
• Wolfpack’s culture — not fame — became its engine.

• Alistair discusses why Wolfpack pubs feel like neighbourhood anchors: places where people of all ages gather, connect and feel part of something local.
• From pouring pints on doorsteps during lockdown to nurturing spaces where everyone feels welcome, community is not a buzzword — it’s lived practice.

• Alistair describes entrepreneurship as equal parts courage and naivety — the willingness to jump in before you feel ready.
• He reflects on weathering tough seasons, taking hits, and staying resilient long enough to find a way through.
• His advice: avoid the “grey zone” of hesitation. Commit fully, embrace discomfort, and surround yourself with good people.

Lean in, take the leap, and trust that the skills you’ve built, whatever world they came from, can shape something meaningful in the next chapter.

“The strength of the wolf is in the pack — it’s all about togetherness.” — Alistair Hargreaves

Explore Wolfpack and their venues: https://wolfpacklager.com/

Follow Wolfpack on Instagram: @wolfpacklager

In this episode, David and Jamie sit down with Oliver Proudlock, sharing his journey from an unexpected start in reality television to becoming a successful multi-business owner. Proudlock opens up about the pivotal moments that shaped his worldview, including his parents' bankruptcy and his mother's unconventional creative spirit, and how these experiences fuel his commitment to authenticity and a strong work ethic today.

The conversation offers a deep dive into the delicate balance between professional ambition and personal life, particularly the desire to be a present father. He explains the driving force behind his businesses, Serge DeNimes and QV. He emphasises the importance of community, long-term relationships and staying true to yourself in the face of a rapidly changing digital landscape.

🔑 Key Themes & Takeaways

1. Joining Reality TV

Proudlock recounts his struggle with the "hardest decision" to join Made in Chelsea for the platform it could provide his fledgling brand.

The philosophy that changed his mind: "You regret the things you don't do in life a lot more than the things you do do".

Maintaining authenticity on the show by avoiding the centre stage to avoid drama and ensure his family and friends could be proud of him.

2. The Dual-Sided Motivation

Inspired by his creative mother, Proudlock developed a tendency to "juggle" multiple things.

His drive for having multiple ventures stems from seeing his parents go bankrupt and a need to be financially secure for the future.

He is learning to juggle less in his workspace to focus on what brings the most joy and reward, allowing more time to be present with his kids and wife.

3. The Power of Authenticity in Business

His personal mantra for business: "Love it, live it"

Authenticity is the most important thing for the content he shares, ensuring it is intertwined in his real life, not a set-up scenario.

His fashion sense, influenced by his mother, is a "super power", being brave enough to stand out and not care about what other people think.

4. Navigating the Digital Realm

The importance of building relationships and fostering community through brands like Serge DeNimes.

His advice for a 22-year-old creative, lean in, go all in and follow your gut instinct.

The key to mitigating burnout is authenticity and staying in your own "lane," avoiding comparison with what everyone else is doing.

🧭 Proudlock's Invitation

Go all in on your idea, believing that the pieces will come together, even if you make mistakes.

Check out Serge DeNimes here: https://www.sergedenimes.com/?srsltid=AfmBOoo19fwDOWK2gQsiszXQM7ZvYW2DyJ-ZhBfdJRBKfIM3ni-wvvPz

Look at his wine here Quatre Vin (wine):

Follow Ollie on Instagram - @proudlock

📖 Featured Quote

"You regret the things you don't do in life a lot more than the things you do do." - Oliver Proudlock

📚 Mentioned in this Episode

Serge DeNimes

Quatre Vin (Ollie's wine brand)

Made in Chelsea

Help I'm a Parent