In this episode of Founder’s Future, host Ammar sits down with Jonathan “JB” Williams — a brand strategist, executive function life coach, and former elite athlete who helps high achievers build personal brands rooted in identity, clarity, and daily performance.
JB breaks down why most people misunderstand personal branding, why intrinsic motivation matters more than tactics, how your off-camera habits influence your on-camera credibility, and why high performers often struggle with clarity despite having all the credentials.
If you’re a coach, consultant, entrepreneur, or creator trying to build a personal brand that actually aligns with who you are, this conversation will hit home.
✨ In This Episode You’ll Learn
Why personal branding starts with identity, not content and how your daily habits shape your credibility more than your feed ever will.
How to cultivate intrinsic motivation even if you don’t naturally have it using assessments, journaling, and micro-wins.
Why high-achievers struggle with clarity, despite having credentials, experience, or prestige.
How JB helps clients restructure their lives to align their workflow, mindset, and goals.
The real difference between “posting content” vs building a brand, and why trends ruin authenticity.
How JB structures his 6–12–24 week coaching system to unlock self-awareness and consistent execution.
Organic lead generation strategies that actually work for coaches & consultants.
Why ads fail most beginners and what it takes to make them profitable.
How to build a brand that feels like you, not a template and grows with your identity.
00:00 — Welcome to Founder’s Future
00:25 — Introducing JB Williams: strategist, coach & former elite athlete
01:00 — JB’s background: corporate wellness & Fortune 500 performance programs
01:40 — The gap he noticed: high-achievers lack awareness & alignment
02:10 — Why personal branding is deeper than posts & outfits
02:40 — The problem with relying on credentials or EQ alone
03:00 — What motivated JB to enter the coaching/branding space
03:20 — How your off-camera life shapes your on-camera brand
03:45 — JB’s ideal client: intrinsically motivated high achievers
04:20 — Why desire for results isn’t enough without inner drive
04:45 — Who he works with: leaders, engineers, business owners, athletes
05:55 — The issue with founders trying to be “trendy” online
06:20 — How poor executive functioning hurts business & brand
06:55 — Can intrinsic motivation be cultivated? JB’s perspective
07:30 — Assessment tools: CliftonStrengths, Enneagram, journaling
08:15 — Building awareness first → goals & habits second
09:00 — Why micro-wins turn into long-term internal motivation
09:40 — What it looks like to work with JB (consultation process)
10:20 — Most people have never sat down to define their vision
10:55 — Why people “think” they’re doing work… but aren’t
11:20 — 6-week → 12-week → 6-month coaching structure
11:40 — Weekly check-ins, homework, mindset & execution reps
12:10 — JB’s philosophy: unlock what’s already inside you
12:40 — Why he caps coaching at 6 months max
13:00 — Lead generation: LinkedIn, YouTube & organic value
13:40 — Why he avoids spammy CTAs and focuses on showing value
14:20 — Lead magnets, email list, and natural inbound generation
15:00 — JB’s take: ads are costly unless you’re a known brand
16:10 — Ads for beginners often waste money without clarity
16:55 — The alternative: powerful organic frequency
17:20 — JB’s 12–24 month goals: workshops & more speaking
17:55 — What’s stopping him? Prioritization & outreach bandwidth
18:40 — Why ads might be worth reconsidering (Ammar’s perspective)
20:00 — JB’s long-term vision: travel, in-person events, expansion
21:00 — The bottleneck: hiring help for outreach & bookings
22:00 — How to contact JB (Instagram, website, email)
23:00 — JB’s final message: maximize your days & empower yourself
23:30 — Episode wrap-up + Closers.io CTA
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