The Power of 'Deep Work' for Founders – Reconnecting with Self and Having Fun, with Freddie Birley

Peer Effect

What if having more fun was the key to being a better founder?
Seriously. Not just to feel good, but to actually unlock better decisions, more creativity, and a business that’s built to last.
In this episode, I sit down with Freddie, founder of POP and one of the most insightful coaches I know. We talk about something that doesn’t get spoken about enough in founder circles: how to reconnect with yourself as you scale.
Not in a fluffy way. But in a practical, energising, real kind of way.
Together, we unpack:
• The internal work that often gets left behind.
• The difference between grinding through growth and actually enjoying the ride.
• Why so many founders feel guilty for wanting things to be fun
• Practical advise on how to make your scaling journey more enjoyable
If you’re feeling stretched, stuck, or like you’re starting to lose the spark you had at the beginning… give it a watch!
About Freddie:
Freddie has always been fascinated by what makes people tick. She started out in anthropology, then spent years headhunting top-tier venture investors, meeting 1000s of people across the tech ecosystem.
That curiosity led her into coaching, where she’s trained with some of the world’s leading thinkers in psychology, philosophy, breathwork, and leadership development. Through her practice, POP, she now works with ambitious founders and investors—helping them scale their impact without losing themselves in the process.
Her clients include 100+ VC-backed founders, from early-stage to unicorns, backed by funds like Sequoia, General Catalyst, Lightspeed, Atomico, and Northzone.

More from James:

Connect with James on LinkedIn or at peer-effect.com