"I hit my revenue goals but feel empty and unmotivated. Is this normal?"

Ryan's question hits different - because post-success depression is real, and most founders don't talk about it. James Johnson and Freddie Birley unpack why achieving your goals can leave you feeling deflated instead of euphoric.

In this Post Bag episode, James and Freddie explore the four energy levers that determine how you feel after a big win: purpose, people, progress, and pausing. They dive into why founders constantly move the goalposts, how this burns out your team, and why celebration isn't just nice-to-have - it's essential.

Together they unpack:

• The four energy levers and how to diagnose which one you're missing
• Why achievement never feels as good as you expect (and the Ironman trap)
• How constantly redefining success robs you of celebrating wins
• Why your team burns out when you don't pause to acknowledge progress
• The difference between celebrating yourself versus celebrating your team

👆 Feeling burnt out after a big milestone? You're not alone. Send your founder questions to hello@peer-effect.com or find Freddie Birley on LinkedIn.

About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.

More from James:

Connect with James on LinkedIn or at peer-effect.com

"If I had taken investment in the early years, it would've wrecked me. I wouldn't have been able to deal with investors breathing down my neck."

George Sullivan turned his obsession with trainers into The Sole Supplier, a business driving £50 million GMV annually - without a single investor. His biggest insight? Bootstrapping isn't just about keeping control; it's about growing at a pace that matches your capacity as a founder.

In today's episode, I'm joined by George Sullivan, founder and CEO of The Sole Supplier, Europe's leading sneaker marketplace. After discovering parkour at 13 and building various side hustles, George launched Sole Supplier at 22 and has grown it over 12 years to work with the world's biggest brands, building a team of 30 and generating billions in content views. His journey includes navigating untreated ADHD, rejecting the toxic hustle culture narrative, and proving that sustainable growth beats venture-backed chaos.

Together we unpack:

• Why taking investment would have destroyed his business in the early years
• How ADHD can be both a superpower and a liability in fast-growth environments
• The danger of being bamboozled by credentials and investor pressure when you're young
• Why quality beats quantity and hustle culture is destructive for motivated founders
• How to validate spending decisions when bootstrapping with limited resources

👆 If you're a founder questioning whether you need investment to scale, or struggling to balance ambition with sustainable growth, this conversation will completely reframe how you think about building a business on your own terms.

About George Sullivan

George Sullivan is the founder and CEO of Sole Supplier, a leading sneaker marketplace that has driven over £50 million in GMV annually. After starting with parkour and various entrepreneurial ventures, George built Sole Supplier from the ground up without external investment, working with major global brands and building a community-focused platform. Over 12 years, he's proved that bootstrapping, when done strategically, can create a sustainable and successful business without sacrificing founder autonomy.

Connect with George Sullivan on LinkedIn: https://www.linkedin.com/in/george-sullivan-tss/

More from James:

Connect with James on LinkedIn or at peer-effect.com

"Everyone finds networking awkward - you're not alone."

James Johnson and Freddie Birley tackle your real founder questions in the Peer Effect Post Bag. No guests, no case studies - just honest answers to the stuff keeping you up at 2AM.

In this episode, James and Freddie answer the question every founder dreads: "I'm terrible at networking with clients. It feels forced and awkward. How do I actually get good at building genuine relationships?" Their answer? Stop performing and start being curious.

Together they unpack:

• Why everyone secretly hates networking (and how to reframe it)
• The power of asking questions you genuinely want answers to
• Freddie's go-to conversation starters (and his emergency "do you have pets?" exit question)
• Why one deep conversation beats meeting 100 people
• How to make networking a skill you actually practice, not just endure

👆 Got a founder question keeping you stuck? Send it to james@peer-effect.com or find Freddie Birley on LinkedIn. Your question could be answered in the next Post Bag.

About the Post Bag The Peer Effect Post Bag is where James Johnson and Freddie Birley, both founder and VC coaches, answer real questions from founders navigating the chaos of building and scaling businesses. No fluff, just frameworks that work.

More from James:

Connect with James on LinkedIn or at peer-effect.com