Tony Loyd and Jen Wiseman built something most leadership firms don’t have: a science-backed system for preventing burnout before it costs a company its best people. Their Endurance Leadership Framework walks organizations through five “Aid Stations”: Calm, Clarify, Change, Connect, and Continue. IO psychologists validated the assessments behind it.

The people they wanted to reach are CHROs at companies with 5,000 or more employees. These leaders have already sat through the pizza parties, the wellness programs, and the resilience trainings, and they’re tired of fixes that put the burden back on employees.

Tony and Jen had the substance: white papers, an assessment, and a podcast on the way. What they didn’t have yet was name recognition. And their cold outreach wasn’t getting enough people to click.

The Question That Changed the Plan

We had originally scoped a mini-documentary series with them. Before production, we sat down to look at where their business actually was, and one question reframed the whole project:

What does a CHRO need to see before they’ll take the next step with you?

The answer wasn’t more inspiration. Their podcast would handle the deep thinking. What was missing were short, credible videos with a clear ask: take the assessment, read the white paper, book a call. Content that sells as well as it informs.

So we changed course to a quarterly content sprint: one day of filming and a full quarter of content.

The Shoot Day

We planned every piece before Tony and Jen walked into the studio. Each script mapped to a specific pain point, a specific Aid Station, and a specific call to action. They brought four different looks, from boardroom to running gear, so a single day of footage would feel like months of filming.

We captured direct-to-camera stories, framework explainers, scripted ads, and a few deliberately unexpected moments. One of them is Tony running in a full business suit, made to stop the scroll.

What They Walked Away With

Within two weeks of the shoot, Culture Shift Advisors had 24 finished videos in four categories:

• Thought leadership. Tony and Jen explain the Aid Stations through story, so viewers learn the framework and the reasoning behind it.

• Personal stories. Personal, direct-to-camera moments written for the leaders they want to reach. Each one points viewers to the assessment or the white paper.

• Ads. Scripted spots with one clear ask apiece, including a version aimed at their home market and a couple built purely to grab attention.

• Proof. Quick clips that pull findings from their white paper, so the science does the persuading.

Each video came with platform-specific copy for LinkedIn, Instagram, Facebook, and YouTube, plus ready-to-run ad copy, all organized in a content calendar through December. We scheduled the first few weeks of posts ourselves to show the workflow. We also set up an Instagram automation: when someone comments “Calm,” they get the assessment link in a DM.

Why It Works

Selling to enterprise HR is slow. Tony estimates a buyer needs around 17 touchpoints over three to four months before booking a call. Very few teams can create that much content on their own, week after week.

The Founder-First Content Engine does the hard part up front. One day of founder time produces a full quarter of consistent, credible touchpoints, and every one of them sounds like Tony and Jen, because it is them.

Your Expertise Deserves to Be Seen

If you know your work can change your clients’ businesses but your content hasn’t caught up, let’s talk. One day in the studio could carry you through the next quarter.