I’m Sean Riley, Co-Founder and Chief Executive DUDE at DUDE Wipes 🔥🧻 

We launched with $30k and a dream out of our shitty apartment and scaled into a national movement one wipe, one crazy idea, and one bold bet at a time.

Fast forward: DUDE Wipes became a national brand, snagged a deal with Mark Cuban on Shark Tank, and now wipes billions of butts a year across Walmart, Target, Kroger, Amazon — pretty much everywhere 🌎

But this was never just about selling wipes.
It’s about building a life of freedom ✈️, creativity 🎨, and fun ⚡️ and proving that what seems impossible is usually just what nobody’s dared to do yet 

I believe success isn’t about playing it safe or chasing approval. It’s about betting on yourself, trusting your instincts, and creating your own reality brick by brick 🧱

Along the way, I’ve learned:

• Originality wins 
• Playing it small is the real risk 
• Energy and authenticity beat polish every time 

Today, whether it’s building brands, writing about entrepreneurship, or inspiring the next wave of creators, my mission is simple:
Lead by example. Have a blast doing it. Remind people they’re capable of way more than they think 🏆

Party on, DUDES 🤙


Sean Riley

Some bittersweet news as January is the last month at DUDE for our Amazon god Joey Thomas  

Joey is moving onto be a co-founder & CEO of a new brand launching later this year!

We couldn't more proud to see him take this exciting and courageous step in his life

Over the past 4 years Joey has exemplified what it means to be a DUDE. 

Hard working, humble, kind and always willing to learn what it takes to get to the next level.

Please join me in congratulating Joey on moving to the dark side to become an entrepreneur!!

Chief DUDE. Started from the bottom. 💩

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Nigel Thomas

We help B2B Founders sign 5 high ticket clients in 90 days using our flywheel system (Used by 300+ clients). DM me ‘Scale’ if you are interested

You’re making it work. Just like most 'business' owners I meet.

But the truth?

You haven’t built a real business yet.

- You’re talented
- You’ve got some clients
- You know how to get results

But your sales call calendar? 
The inconsistent revenue? 
The never ending slack messages?

That’s the real problem.

Most agency owners I work with want three things:

1) Consistent pipeline with high quality leads
2) A team to delegate client work
3) Clarity on what to work on when

A business that works for you. Not a job.

Here’s how I help:

1) We position you to win premium retainers
2) We install a lead gen system to fill up your calendar
3) We fix your calendar so you can lead like a real CEO

And we do it together in a focused 90 day sprint

No fluff. No cookie-cutter advice. 

Just real support that drives results.

Here’s what that looks like:

📌 Tanner: From $15K with 1 client → $30K/month, in 4 months
📌 Sam: Doubled his agency and hired a new team in 90 days
📌 Tobi: Went from freelancer to $30K/month with A+ clients
📌 Alex: Scaled from $12k to $70k in 4 months
📌 Stephen: Scaled from $10k to $18k by increasing prices 
📌 Sammy: Grew by over 50% in 60 days and hired a team

And I’ve also done it all myself. Twice.

Built two 7-figure agencies from scratch.

Now I coach high-performing remote agency founders like you to do the same.

Minus the mistakes I made (LOL)

So if you’re:

- Running a marketing agency
- Already at $5K+/month
- Ready to grow without losing your sanity

→ Hit the ‘Book an Appointment’ button at the top of my posts

And let’s build the agency you actually want.

Consultant

I've changed careers 7 times in 15 years.

I used to see that as failure.

Now I see that as courage.
It’s what made me who I am today. 

Age 18: Fired from Wetherspoons
Age 21: Nearly became a police officer (missed exam by 2%)
Age 23: Trainee manager at Decathlon
Age 25: Quantity surveyor at AECOM
Age 27: Freelancer on Upwork
Age 28-32: Built two 7 figure agencies
Age 34: Building Undeniable (community for entrepreneurs)

Each pivot scared the life out of me. 
My parents thought I was a failure. 
I thought I was a failure.

But if I'd stopped after the 3rd or 4th pivot...

I would have missed:

- Building a community of 80+ founders
- Helping people go from $3K to $200K+/month
- Creating the thing that saved my life
- Hosting a retreat in Dominican Republic 
- Meeting people like Timothy Armoo, Lara Acosta and Joe Gannon

And all our incredible community members!

Each pivot brings new skills. 
New lessons and new wins. 

And, it’s not just me…

Mark, our Head of Sales, used to manage 15 electricians.
Now he's one of the best salesperson I've worked with.

He brought everything he learnt to his new role. 

Everything you've done is preparing you for what's next.

Be brave. Keep moving. Keep grinding.

You'll get there.


P.S. How many career pivots have you made? Drop it in the comments.

CEO of Undeniable. The community for ambitious underdog founders who refuse to stay down.

In 2023 I was suicidal with 0 self belief.

In 2026 I’m celebrating 75 others who refused to stay down. 

2 years ago, I was stood on a balcony contemplating jumping after losing the one person that believed in me.

In that moment when I decided not to.
I made a promise to myself…

I’d rebuild.
I’d document the journey.
I’d build a brand that inspires underdogs.

Giving people like 2023 me belief in tough times.
Tools to reach their dreams against all odds.

7 months ago I launched Undeniable to make that happen.

But I never “announced” it on LinkedIn.
We built it quietly behind the scenes.

Because it wasn't about my story.

It was about so much more than that.

It was about the people who needed what I didn't have in 2023.

Now…

7 months and 75+ members later.
It’s now ready to officially announce.

Here are just some of the Undeniable stories so far:

- Naeela: 5X’d the size of her business in 6 months
- Victor: Closed a $52K deal after weeks of no deals
- Matt: 220% revenue increase in 3 months
- Henry: $9K day at 20 years old
- Thierry: 3Xd his agency in 90 days
- Mischa: Doubled her profit in 1 week
- Harry: 2X'd his prices and growth rate
- Osman: Went from 2 calls/30 days to 11 calls/3 weeks

And there are so many more.

The revenue growth is cool.
It’s what brings new people in.
But it’s the community that gets them the results.

Undeniable is not a course you watch once + forget.
Not a Slack group you join then hear nothing.

It's a community of ambitious underdogs who refuse to let each other fail.

It’s not for everyone.

It’s for people who want ambitious growth. 
It's for people ready for tough love and accountability.
It’s for people who want to build alongside others. 

It's for ambitious underdogs who refuse to stay down. 

Because alone we are powerful.

But together?

We’re Undeniable.


And if you’re wondering who the 2 guys beside me are, it’s Micah Dixon and Mark Tweed. They are the reason what we are doing is possible. Working tirelessly to make our community members dreams a reality. I can’t put into words how grateful I am to be working alongside you both. You’ve changed my life and so many others. Thank you.

Lastly, a huge shout-out to every single one of our community members. This week we come together to share our stories across LinkedIn and show the power of what a true community of underdogs are capable of. This is just the beginning. It's time to write the next chapter.

I meet founders in their 20s who think they’ve failed.

They think they’ve “missed” their moment. 

Just because they’re not there yet…

They aren’t millionaires by 25.
They didn’t have a breakthrough at 21. 

LinkedIn makes it look like everyone is a total success. 

But, most successful businesses are built later, not earlier.

By “successful,” I mean actually growing. 
Not internet famous.

The research shows that founders behind the fastest-growing companies are, on average, in their mid-50s.

Why?

Because business isn’t about speed.
It’s about experience.

And experience only comes from:

- Getting things wrong
- Rebuilding
- Going again with better judgment

Business is the only sport you can play for the rest of your life.

You don’t age out.
You don’t “miss your window”.
You just stack reps.

I’ve seen it over and over again:

Founders who looked behind in their 30s
are lethal in their 40s and 50s.

Because they’ve:

- Survived bad decisions
- Learned what doesn’t scale
- Built real conviction

If you’re 20-something or 30-something or 40-something…

And you feel late…

Keep building experience.
Keep refining your judgment.

You’re not late.
You’re just getting started.

P.S. I felt this way in my 20s but after failing and rebuilding a lot, now I trust the process. Do you?

Harry Phokou is one of the hardest working guys I know. 

We’re lucky enough to have him in our community. 

We joke that he has more hours in the day than the rest of us. 

Obviously not possible.
But not unbelievable either.
He works way harder than most.

He joined Undeniable in July.

Last month he launched the final part of his business.

He already does LinkedIn content.
He already runs a successful podcast.
He already offers appointment setting.
Now, he's launched events with sponsorship.

(he's running one right now in London!)

But the amount he gets done isn't what makes him so impressive.

It's the fact that he's always helping everyone else first.

Always offering to connect people.
Always offering solid business advice.
Always supporting others in the community.
Always believing in you before you believe in yourself.

It's all coming back around.

The opportunities.
The partnerships.
The growth.

Karma is a real thing. Harry is proof.

He's not just building a business.

He's building a reputation as someone who genuinely gives a damn about other people winning.

That's rare.

Big heart. Big impact. Big future.

That's Undeniable.


P.S. I'm sorry I couldn't attend your event this time Harry Phokou I'll make it up to you I promise 😘

Mischa Collins was great at building brands on LinkedIn.

But her prices didn’t show that. 

She’d built her LinkedIn to 40K followers.
Coached 30+ others how to do the same. 
Ghostwritten for a billion dollar company. 

But she didn't believe she could charge what she was worth.

So she kept her prices low.
Playing it safe.

She joined Undeniable in August. 

One week later she doubled her prices.
Signed a client straightaway. 

6 months later…
She’s more than tripled her MRR.

And, the results she got for clients got better.

Because when you charge more, everything changes:

- You attract better clients
- You take the work more seriously
- Clients value (and implement) your advice more

Mischa said something on our call that stuck with me:

"I didn't have confidence that I could do it for other people, even though I was literally already doing it for other people."

That's the trap.

You have proof it works but you're too scared to own it.

So you undercharge and overdeliver.

Mischa broke the cycle.

Now she finally believes what we could already see: 

She's really bloody good at what she does.


P.S. The confidence comes after you raise your prices. It’s scary but once you do it, you know your true value.

I went from charging $2K to $28K/month retainers. 

(and documented exactly how I did it)

After helping 300+ agencies scale, I can tell you…
More leads isn't the answer to your scaling problem.

Higher prices is.

You literally make more revenue by doing less work.

Then you have more money to:

- Hire better people
- Invest into your personal brand
- Invest in more marketing 

The problem?

Most agency owners don't know how to raise prices.

(Or they’re too scared to) 

So I recorded an 11-minute video showing the exact 5 techniques that took me from $2K/client to $28K.

What you'll learn:

- The reason why you're massively undercharging 
- The pricing psychology that guarantees yeses 
- How to position so price becomes secondary
- The technique that could double your revenue

If you want to:

1. Stop leaving money on the table
2. Charge what you're actually worth
3. Scale without burning out on more clients

This gives you the exact playbook.

Want it?

Comment "PRICE" and I'll send you the video.

Being cheap is killing your business.

It’s also killing your confidence. 

Here's what underpricing actually does:

1. It forces volume instead of leverage

If prices are low, you need more clients to survive.
More clients = more delivery, admin, context switching.

You're trapped.

2. It destroys margin (and decision-making)

Low margin means:
- no buffer
- no ability to hire
- no space to think long term

You end up making short-term decisions just to stay afloat.

3. It attracts the wrong clients

Cheap pricing tends to attract clients who:
- drain time
- question everything
- don't respect the work

Not because they're bad people.
But because the relationship is misaligned from the start.

4. It caps the business before it can scale

If the model only works when you work harder?
It doesn't scale.

You can’t grow sustainably.

A healthy model usually means:
- fewer clients
- higher margins
- better delivery
- better decisions

Here's where self-belief comes in.

Most founders could charge more.
They just don't believe they're ready to.

So they wait.

And while they wait, the model stays broken.

Raising your prices isn't about confidence.

It's about fixing the foundations. 
So the business can grow.

When the model works…

Confidence follows.

What's stopping you from raising your prices?

BTW. That's what we fix first inside Undeniable. Not just by hyping people up but by fixing their numbers.

Just did this on Monday with Matt Forsyth, he knows what's up!

Last week, whilst most people had their feet up…

I was in the gym with Mark Tweed at 6:30am. 

Mark started working for me 6 months ago. 
Last week, I flew to Northern Ireland to visit him. 
I wanted to see what his life looked like. 

So at 6:30am we went to the gym. 
Old-school bodybuilder gym. 

We did a brutal workout. 
Ended the session with the "Lose Yourself Plank" challenge.

Know what that is?

You hold a plank for the entire Eminem song.
5 and a half minutes.

And yes, we made it.

But in that moment I realised something. 

That feeling of pushing each other. 
Holding each other accountable. Not letting each other quit.

That's what Undeniable is all about.

That’s the community we are building. 

Because the truth is business isn’t fun. 

- Sending cold DMs isn’t fun. 
- Making sales calls isn’t always fun. 
- Tough conversations with clients isn't fun.

But if you're in the right environment with the right people?

You do it anyway.
You push through.
You start to enjoy it. 

That feeling I felt in the gym with Mark?

That’s what we're creating for ambitious founders. 
24/7 online and soon-to-be offline. 

If you're building something hard right now...

Stop doing it alone.

The right environment changes everything.


P.S. Are you brave enough to attempt a "Lose Yourself Plank"?

We help Agencies Sign 1-5 High Ticket Clients a Month using our FlyWheel System (Tested with 300+ Clients) DM Me “Scale” if you’re interested

Most agency owners leave money on the table.

They don’t lack skills. They lack confidence. 

Because of that they don’t ask. 

I see it all the time in Undeniable.

Founders who deliver incredible results.
But when it comes to the sales call?

They freeze.

Discount before the client even objects.
Accept the first number that comes out of their mouth.

Why?

It's not about sales tactics.
It's self-belief.

Deep down they don't think they're worth more.
So they never ask. 

Here's what I've learned:

You have to get uncomfortable with being comfortable.

The first time you quote a higher price, it feels wrong. 
The first time you push back, your heart races. 
The first time you say “no”, you doubt yourself. 

But something shifts when you start asking.

You start respecting yourself more.
And when you respect yourself?
Other people respect you more too.

This isn't just about sales.

It transforms everything.

- How you show up in meetings
- How you handle difficult conversations
- How you set boundaries

The agency owners I see break through to $20K-50K+ months?

They all have one thing in common.

They learned to ask.

Don't ask, you don't get.


When was the last time you asked for more?

P.S. Shout-out to our amazing clients Louis Dromard, Mischa Collins, Matt Forsyth and Osman Lee who are now charging what they're worth.

We booked 500+ sales calls in 2025.

From LinkedIn DMs. Here’s the DM system we use:

(Feeling generous so it’s free). 

Most people treat LinkedIn DMs like spam. 

Generic messages. 
No plan for what to say next.
Getting ignored 90% of the time.

We treat DMs like a conversation system.

And built a 12-step process that actually works:

- Profile qualification checklist (who to target/avoid)
- Genuine opener templates (not pitches)
- 3-4 message trust-building sequences
- Current situation discovery questions
- Desire-state conversation starters
- Confident call request frameworks 

The result?

500+ calls booked in 2025. 

I’m giving away everything:

→ The exact 12-step process with examples
→ Real DM threads that booked calls
→ How to ask for the call without being salesy
→ The psychology behind why this works
→ Common mistakes that kill conversations
→ When to follow up (and when to move on)

The actual playbook that filled our pipeline.

If you want it:

Comment "SALES" I'll send you access.

My Grandmas 84 and she’s smoked for 70 years. 

Last week she thought she was going to die. 

She’s a larger-than-life character.
Life of the party.
A Northern British accent you can't miss.

Last week, she couldn’t breathe. 
Scar tissue on her lungs was killing her. 

She was in hospital thinking it would be her last breath. 

She’s okay now thankfully. 

But driving home from Yorkshire, I couldn’t stop thinking about what she said…

"Make the most of the time you've got."

I spend so much time worrying about things that don’t matter. 

Revenue targets. Competition.
What people think of my LinkedIn posts 😅

But all my grandma cares about right now is time. 

The time she has left.
The time with people she loves.

You can’t buy more time.
No matter how rich or powerful you are. 

So here's what I'm taking into 2026:

Stop sweating the small stuff.

Make the big moves while I'm young and healthy.

Because one day I'll be 84.

I won't care about how many followers I had.
I won’t care about who my competition was. 

I'll care about what I actually did with my time.

And, who I helped.

Who's with me?

AI isn't making people smarter.

It's exposing them.

Everyone can sound like an expert now.
Everyone can post content daily. 
Everyone can fake depth.

But AI can’t fake trust built from years of showing up. 

And that's how real business is built.

Look at Chris Williamson.

Hundreds of podcast episodes.
Years of consistency.
You can't shortcut that with ChatGPT.

Or George Heaton.

People copy his designs all the time.
But they can't copy a decade of community.
They can't copy brand loyalty.

George said something on a podcast I loved: 

"People buy the fakes. Realise they're low quality. Then come to us wanting the real thing."

That's the game now.

AI is exposing who's been doing the work.
And who's been pretending.

The people panicking about AI?

Usually the ones who were already cutting corners.

Because AI rewards people who:

- Have built something real over time
- Have earned trust through consistency
- Have depth that can't be copied 

So no, AI isn't the threat.

Being average and hoping no one notices?

That's the threat.

Use AI to move faster.

Not to pretend you’re something you’re not. 


How are you using AI to help grow your business?

I built an agency with clients worth $180,000 that stayed for 18+ months. 

I’ve just documented exactly how I did that: 

It was because of our onboarding system.

Most businesses lose 30-50% of new clients within 90 days.

Not because their service is bad.

Because their onboarding is broken:

- Generic welcome emails with no strategy
- No plan for the buyer's remorse window
- Waiting until delivery to ask for testimonials
- Treating onboarding like admin 

This system is different. It's what we actually ran. 

What you’ll actually get:

- How onboarding starts on the sales call (not after)
- Buyer's remorse window + how to close it in 48 hours
- Pre-delivery testimonial system 
- The $50 gift strategy that keeps you top-of-mind 
- Client check-in cadence that prevents churn
- Expansion triggers built into the first 90 days
- Referral system that turns clients into advocates

If you want to:

1. Stop losing 30-50% of clients in the first 90 days
2. Build a system instead of winging it every time
3. Turn new clients into long-term partnerships

This gives you one onboarding system to run.

Want it?

Comment "ONBOARDING" and I'll send you the full breakdown.


P.S. This isn't theory. It's the exact system that kept $180K clients for 18+ months.

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The Battle

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