Mar 3, 2026
Episode
34
Alex Ayin, Tomorrow's Potential, on the Critical Non-Essentials That Win Retail
Summary
Transcript
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Alex Ayin was on the founding team at Social Chain, the Manchester agency he helped Steven Bartlett and Dominic McGregor build into a global group, before spending the year ahead of THG's £5.4 billion float inside the Myprotein side of the business. In 2026, after five years advising Kraft Heinz, the BBC and L'Oréal on hiring, he founded Tomorrow's Potential, a private boardroom for founders scaling from £1 million towards £100 million.
He joins host Jamie Hamer to explain the critical non-essentials, the trivial-looking details he believes decide which retailers end up number one. The fictional footballer that fooled an industry and won Puma's business. The hiring traits behind Social Chain's first fifty. Airbnb's eleven-star exercise, and the pay structure that scores values on evidence rather than opinion.
This episode is for founders, retail leaders and operators at every level who suspect the details their competitors overlook are the ones that decide who wins.
About Tomorrow's Potential
Tomorrow's Potential is a London-based coaching business founded by Alex Ayin in 2026. It runs private peer boardrooms and a weekly performance system for founders and CEOs scaling from £1 million towards £100 million, built to work on the company and the person running it at the same time.
Jamie Hamer
Host, Retail is Detail Podcast
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