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Luke Tobin
Media Snapshot
- Founder & CEO, Unusual Group: Advising founders on strategy, performance and exit-ready growth.
- Author (Pan Macmillan, 2026): Forthcoming book or performance in high-pressure environments.
- Audience: 550,000+ followers across social media, newsletter and founder communities.
- Featured in: Reuters, TechBullion, Media, and specialist industry press.
Selected Coverage
- Reuters: Pan Macmillan to publish Luke Tobin's book on performance under pressure
- TechBullion: Luke Tobin, Founder of Tobin Capital and the Unusual Group, on Scaling Agencies and Achieving Better Exit Multiples
- Medium: Luke Tobin Of Digital Ethos On How To Hire The Right Person
Founder Impact Snapshot
Luke Tobin is the strategic engine behind Unusual Group, a founder who builds better businesses by combining commercial clarity, with an unusually deep understanding of human behaviour.
After founding, scaling, and exiting agencies, Luke created Unusual to solve the problem most consultancies ignore: you can’t scale a business if you don’t first scale the founder.
Luke is known for his ability to cut through complexity, see patterns others miss, and help leaders make smarter, calmer decisions. His work sits at the intersection of:
- strategic focus
- founder psychology
- commercial design
- operational reality
- future-facing technology
He doesn’t offer theory. He offers clear thinking, applied frameworks, and practical systems founders can use immediately.
Why Unusual Exists
The idea for Unusual was born out of a simple, frustrating truth Luke experienced firsthand:
“Founders don’t fail because they aren’t capable.
They fail because they get overloaded.”
Too much noise.
Too many choices.
Too many competing priorities.
Not enough clarity, space, or strategic bandwidth.
After scaling his own agency to exit, and advising countless others, Luke saw the same patterns everywhere:
- founders stuck in operational fog
- businesses growing without direction
- commercial models built on guesswork
- teams working hard, but not aligned
- decisions made emotionally instead of strategically
- leaders carrying everything alone
So he built Unusual to change that, a company designed to help founders think clearly, operate wisely, and grow intentionally.
Unusual isn’t a consultancy.
It’s a way of building better businesses.
Luke’s Signature Philosophy
Luke’s work is shaped by a set of principles that underpin every Unusual programme, workshop, and founder engagement.
1. Strategy should remove decisions, not add them.
Clarity is a filter. If strategy doesn’t simplify your world, it isn’t strategy.
2. Behaviour drives outcomes.
Businesses scale when founders do, through better habits, better focus, and better thinking.
3. Complexity is the enemy.
If a system is too complicated to run on a bad day, it won’t last.
4. Growth follows conviction.
Most founders don’t need more confidence; they need clearer reasoning.
5. AI is leverage, not leadership.
Technology amplifies the good and the bad. Design the system first.
6. Businesses don’t break; bandwidth does.
Fix the founder’s load, and the business follows.
These principles shape how Unusual helps founders operate with intention, not impulse.
How Luke Helps Founders (The Real Work)
Luke works with leaders who want to operate at a higher level, not through hustle or heroics, but through clarity, structure, and better decision-making.
He helps founders:
- See the business clearly: Identifying the patterns, bottlenecks, opportunities, and blind spots hidden in plain sight.
- Make smarter strategic decisions: Moving from reactive firefighting to calm, deliberate leadership.
- Define a direction worth scaling: Sharpening positioning, vision, and long-term strategy.
- Build commercial models that work: Pricing, margin, propositions, expansion, profit levers, without guesswork.
- Strengthen leadership performance: Upgrading behaviour, thinking, prioritisation, and decision hygiene.
- Use AI and systems intelligently: Integrating tech and operations in a way that actually improves output, not adds noise.
- Create the mental space to lead: Replacing overwhelm with focus, bandwidth, and long-term thinking.
Founders come to Luke for clarity. They stay because he gives them momentum.
What Luke Leads at Unusual
Luke shapes the strategic direction, intellectual property, and long-term vision for the group. His work spans:
- Founder strategy
- Leadership development
- Behavioural insight & decision-making systems
- Strategic clarity & positioning
- Commercial design & pricing models
- AI-enabled business transformation
- Product and programme creation
- Thought leadership & content
- Community and founder ecosystem
Every Unusual framework starts with him.
Featured Insight: The Founder’s Error Loop
One of Luke’s central ideas is simple:
“Most founders don’t have a strategy problem; they have an error-prediction problem.”
The brain is wired to avoid uncertainty, so founders overwork, overreact, overcomplicate, and hold onto decisions too long.
Luke helps leaders break that loop, using psychology, modelling, and clarity tools to replace guesswork with grounded thinking.
When founders change the way they see problems, the business changes with them.
In His Own Words
“Growth happens when you stop trying to do everything and start doing the right things. Clarity isn’t a nice-to-have; it’s the foundation of every strong decision you’ll ever make.”
If You’re a Founder Who…
- Wants a business that grows by design, not accident
- Feels overloaded or pulled in too many directions
- Needs sharper focus, stronger positioning, or better decisions
- Wants to lead with confidence rather than chaos
- Or simply wants to think at a higher level
…Luke is the person founders turn to when they want real strategic clarity.
Work With Luke
- Explore founder advisory
- Dive into Luke’s weekly thought leadership
- Book Luke to Speak
- Visit Luke's Website
Luke’s work helps founders see differently, think differently, and build differently, the Unusual way.
Book Luke to Speak
Luke regularly speaks on:
- Founder performance in high-pressure environments
- Strategic clarity and decision making
- Exit-ready growth for agencies
- AI as leverage in founder-led companies
To enquire about speaking, panels, or media contributions, email press@unusualgroup.com