Delusional
Every founder is called delusional before they're called successful.
The world has never been changed by people who thought realistically.
Every breakthrough, category-defining business and industry leader was once dismissed as too ambitious, too risky or completely delusional.
DELUSIONAL is where entrepreneurs, founders, creators and high performers come to challenge conventional thinking and hear the conversations most people never get access to.
Hosted by Sammy Kennedy, each episode goes beyond the highlight reel to uncover the decisions, failures, mindset and strategies behind people building extraordinary businesses and lives. From multi-million-dollar founders to industry disruptors, you'll discover what it really takes to create something that everyone else thought was impossible.
This isn't motivation.
It's the blueprint for thinking bigger, leading differently and building a life most people will never have the courage to pursue.
If people aren't questioning your vision...
You probably aren't thinking big enough.
New episodes every Monday.
Welcome to DELUSIONAL.
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Delusional
He's Raised $60 Million and Says Most Beauty Businesses Are Marketing Wrong — Here's Why
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He's raised over $60 million in capital, built an agency from scratch over 20 years, and his brand strategy breakdowns have been seen by hundreds of thousands of people online.
But when Sammy asked Es Chandra what advice he'd give his younger self, his answer wasn't about funnels or ad spend. 👉 It was, "Just chill the fuck out."
In this episode, Sammy sits down with Es Chandra, founder of Glide Agency and one of Perth's most respected marketing strategists, for a conversation that goes way beyond social media tips.
Es breaks down the real reasons most beauty and wellness businesses struggle with marketing, and it starts long before the ads are turned on. From booking systems that undo the work your content is doing, to businesses offering so many services that clients can't figure out what to book, to the difference between a brand and a logo, this episode is a strategy reset for anyone who's been guessing their way through growth.
In this episode:
👉Why most beauty businesses have a strategy problem, not a content problem
👉 What your website actually needs before you spend a cent on advertising
👉 Hero products vs. foot-in-the-door offers, and how to use both
👉 The "law of least resistance" behind McDonald's, Aldi, and Kmart, and how to apply it to your salon
👉 Google Ads vs. Meta Ads: when to use which and why
👉 Agency vs. in-house marketing: how to decide what's right for your stage
👉 Why building a personal brand is the most underused growth lever in the beauty industry
👉 The burnout, the ego, and the moment Es realized his business needed to match his life, not the other way around
This is one of those episodes you'll want to listen to twice. Once for the marketing frameworks, and once for the life lesson buried at the end.
Connect with Es Chandra:
Instagram: https://www.instagram.com/es_chandra/
Website: https://glideagency.com.au/
I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy. Ready to become an industry powerhouse? Get more clients, more income, and your time back without burning out. Be among the first to access exclusive scripts, strategies, and systems to get booked, banked, and in demand. https://beautyindustryleaders.com.au/booked-banked-and-in-demand
If you have any questions about the episode, or have a burning question you'd like me to answer on the show, or if you'd like to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram: https://www.instagram.com/sammykennedycoach/ https://www.instagram.com/beautyindustryleaders/
Resources mentioned in this episode:
→ Profitable Pricing Calculator: https://beautyindustryleaders.com.au/profitable-pricing-calculator
→ Breakeven Cost Calculator: https://beautyindustryleaders.com.au/breakeven-cost-calculator
→ ATO Industry Benchmarks: https://www.ato.gov.au/businesses-and-organisations/income-deductions-and-concessions/small-business-benchmarks/in-detail/beauty-services
Connect with me and join the Beauty Industry Leaders movement:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
→ https://beautyindustryleaders.com.au/
If you have any questions about the episode, have a burning question you would like me to answer on the show, or want to join our movement of ambitious beauty leaders, connect with me and the rest of our incredible community on Instagram:
→ https://www.instagram.com/sammykennedycoach/
→ https://www.instagram.com/beautyindustryleaders/
