The episode, in writing
by Richard Lovatt · from the episode above, checked against what was said
Morning folks, 14th of September 2026. Episode 31, and I think we've done 13 days in a row.
Today I want to talk about objections, and really just go over the real reasons why I made underway and the problems I faced with other things in life that made me create it. I actually added this all to the website, because I quite often go through the website and think, is it making the impacts I want.
I added a how it works screen. One thing with the website is it didn't ever give you that understanding, for you to grasp what was going to happen when you downloaded it, or if you paid, what did it look like, you know, that experience. So I created this, your first episode, screen by screen, so it's literally walking you through what it's going to do, so you can have a look.
I did a lot of work yesterday on affiliates and also founders getting paid, because I see this growing into something like a YouTube for founders mixed with Patreon, if you know what I mean. So let's say I'm a founder and I'm building a business and documenting it, and I have an audience, but I want to charge for it, monthly, so that people can watch me building as I go. Because that's just not done nowadays, is it. And the same goes if I have a series and I've built a business, and I want to release that series to the public and charge a one time fee for it. So I created that, so that founders can get paid for the work they do. Build in public, but get paid. I think it's a really cool aspect.
Then we've got affiliates, and following. Founders can now have a profile, kind of like a bit of a social platform. You explain what you're doing, what you're building, all your different series and your episodes, and people can follow you.
I've at least emphasised the selling points of it, what I felt, and how I've created a solution for each.
The first one is, I'll do it for a week and then stop. I always do, and that's the reason I haven't, and I know a lot of founders feel this. My fiancee was telling me yesterday she was watching something on TikTok, a guy who lives close to me is opening a second coffee shop, and he's documenting it. One thing he said was he just wished he'd done this for the first one, because he's been successful and it's just like nothing to show for it. I think a lot of the reasons why people don't get into this is because of that sentence. I'll do it for a week and then stop. I'm massively guilty of that. I've done that so many times, with so many little businesses and things I've tried. I'll maybe do it for a bit, record something, talk about something, create content, and I fall off. I'm not being biased here, but it's testament to what I've actually created, because I'm still going. I'm semi addicted to recording again. It doesn't matter about how successful it is, it's actually taking away a lot of friction.
This is another thing you put in your head that makes you think, forget it then. You sit down, look at the camera, nothing to say. If you're going to be so consistent, which you need to be on social media, six weeks is not good enough. You have to gain a following to get customers, not that this is about following, but to document, you have to do it so consistently. And to sit down and look at the camera, you think, I'm just going to have no idea what to say, and then it's bad content, and if it's bad content, what's the point of doing it. So you convince yourself to not start again.
Then there's the edit. This was a massive one for me. Social media, for me, there's two things. If you do it properly, you've got to be consistent, get in front of the camera, then you also have to edit. And yes, there's things that can help you, but it's fiddly, it takes time, and that on top of everything else, forget it. Maybe AI is getting better and better, but that puts me off massively, and I know there'll be founders also like that. And the second thing is, social media is all about think about the hook, here's a list of a hundred hooks. I don't want to do hooks, I don't care about hooks. Because everything is moving in that direction, it turns people away from just documenting. So I took editing off the table with this, and that's why I think founders will like it, because they don't want to get involved in that. If it's just about documenting, just about being consistent, this makes it so easy, takes editing off the table, keeps it really simplified, so that you can be consistent, and you don't have to think about this stuff.
I can't put this in public, not yet, maybe not ever. I know there's going to be a lot of founders out there who are building or want to build, and right now I'm not public with mine. There's a few legal aspects I'm going through, I'm going to go public soon, but I know there's going to be a lot of founders out there who want to do this but also can't go public straight away. You could go to YouTube and create an unlisted category and not show anyone, but it's not really set up for that, it's a bit of a niche aspect of it. So with this, people are going to have the stealth aspect of it. Everything that gets filmed is still done and edited, everything's normal, but it's there, creating it, in stealth, in your vault, and you don't have to go public. You'll be incentivised to though, because there are a lot of things that people can see, and I think I'm going to make links so you can give it to investors or something like that, with passwords on it. That's why stealth is created.
Who would even watch, I have no audience and no hook. It's not even about who would watch, especially when you're starting something and documenting it. It's about who cares who will watch. It's literally just about being consistent, creating it, so that when you are successful, or wherever you do get to, even if it's a failure, you can look back and go, that was cool, I learned a lot. It's there. I imagine this coffee shop guy, creating his second coffee shop, said he wished he documented this, and it's for that exact reason. He probably went through his head, I'm not going to do this, I'm small, I'm insignificant, I've got no audience, who's going to watch, creating, scripting, talking, editing. But forget it, there's no one to watch. This isn't about audience, this isn't about the hook, it's about starting now and just being consistent. And you'll look back and you might think, I'm so glad. And maybe, down the line, you can monetise that aspect of it.
I'd have to write something first, and I'm not a writer. Sometimes to do it well on social media is another job, you might have to script it, you might have to think about it, you might have to look at hooks, and that takes time. With underway, it does all that for you. It asks the questions, it knows what you've done, it knows what you're trying to work towards, it knows your company. All of that's taken off the table.
I'd film it three times and still not be happy. Everyone knows social media is about the hook and gaining the audience, and it has to be perfect, or people try and reach for perfection. So you film it again, film it again, film it again. It takes away the fun of doing it. This is just about, do it once, be genuine, be transparent, and then boom, it's done, move on.
I need lights, a camera, and a proper setup. Again, you don't with this. You really can just do what I'm doing, you just stand in front of the camera and talk, and it can help you. It will even tell you if the light's good or bad, but to a degree, it's not a major point.
I'd be holding a phone squinting at a prompt. You're on your laptop and it's clearer, you don't have to squint even with bad eyes like me. It reads everything out loud so you don't have to think or look at something on your screen. It will just talk to you and you can just talk back, especially the podcast as well.