Founder: Joe Binder

Website: https://www.woaw.co/

Business: Provides personal branding services for founders and CEOs.




WOAW was founded by Joe Binder, a Cambridge graduate aged only 21 at the time. Since its launch in 2018, the startup now turnover £1M ARR, employ 17 people full time and are looking to triple in size in the next 12 months.

Joe is a YouTuber-turned entrepreneur, having built his YouTube channel from the ground up – which grew to 20k subscribers and more than 2 million views.

WOAW’s services help redefine personal branding via brand strategy, content ideation, social management and more. Their client list boasts big disruptors as well as already high-profile entrepreneurs including Dragons’ Den’s Sara Davies MBE, Tej Lalvani and James Caan MBE.



For Joe, one big challenge throughout his journey has been up-skilling himself quickly enough. The entrepreneur comments: “I’m a young guy. I’m hiring ambitious people who have more experience than me. If I can’t level up fast enough to be a boss that they can learn from, they’ll leave. If I can’t create the operational infrastructure to allow ambitious people to be rewarded for their work, they’ll leave. The people we have in our team are genuinely brilliant. This is a big focus of mine going forward.”

Moving forward, in the years to come Joe hopes to see those in the company’s junior roles progress to lead departments, all while continuing to deliver exceptional services to clients and establishing themselves as the world’s top personal branding agency.


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