105. Coaching, Scaling and AI Disruption with Tod Melnyk COO of Dan Martell's Martell Media
The Dwayne Kerrigan Podcast
Exploring Media Strategies and Personal Branding in Business
This chapter explores the strategic operations behind media and coaching initiatives of a key business figure, focusing on the significance of personal branding. It emphasizes the blend of authenticity in both professional and personal life, alongside the role of consistent content creation and engagement in brand growth.
In this powerhouse second half of Dwayne Kerrigan’s conversation with Tod Melnyk, COO of Martell Media, the focus turns to the bold, disruptive goal of making 90% of their workflow AI-driven by the end of the year. Tod opens up about leadership transitions, the importance of shadowing for accelerated learning, and the framework behind their coaching programs that keep entrepreneurs accountable through five daily non-negotiables.
From integrating life and business to running calendar audits that reveal where time really goes, Tod shares the behind-the-scenes playbook of how Martell Media scales with intention, precision, and AI-powered execution.
If you’re a business owner wondering how to embrace AI without losing the human touch—or how to structure your calendar and team to unlock exponential growth—this episode is for you.
Timestamps
00:00 – Why 90% of workflow should be done by AI (and what that really means for jobs)
02:00 – Leadership lessons from stepping into responsibility at Dan Martell Media
03:30 – The #1 piece of advice for CEOs when onboarding key hires
05:00 – Shadowing as the fastest way to transfer culture and context
07:00 – Building Dan Martell’s brand: business content + personal integration
09:00 – Balance vs. integration: why separating business and personal doesn’t work
12:00 – The 5 Daily Non-Negotiables
16:00 – Group coaching frameworks and events at Dan Martell Media
17:30 – The AI Adoption Summit and Martell Ventures’ incubation of AI tools
20:00 – How prompt engineering + execution drive real results
22:00 – Using AI for scorecards, insights, and leadership team accountability
26:00 – Why businesses that don’t adopt AI face a bleak future
32:00 – Calendar audits: how to reclaim time and identify blind spots
36:00 – A day in the life: Tod’s 4 AM mornings, workouts, and time-blocked schedule
41:00 – The critical role of executive assistants in scaling beyond yourself
44:30 – Feedback, accountability, and the power of collaborative leadership
46:00 – Parting advice: dream big, be kind, and have fun
Notable Quotes
“I want 90% of your workflow done by AI. Not to replace you—but to amplify you as a human.” – Tod Melnyk
“The single best way to get someone up to speed is to have them shadow you for 30 days. Every meeting. Every conversation.” – Tod Melnyk
“If you’re not using AI in your business, it’s not going to be pretty.” – Tod Melnyk
“Five daily non-negotiables: workout, three posts on camera, review your goals, read 10 pages, and reach out to five people every day.” – Tod Melnyk
“What gets scheduled is what gets done.” – Dwayne Kerrigan
“Dream big. Be kind. Go have some fun.” – Tod Melnyk
Key Takeaways & Resources
- AI as Amplifier, Not Replacement: Businesses should aim to automate routine workflows, freeing humans to do higher-value, creative work.
- Shadowing Matters: Allowing new hires to shadow leaders for 30+ days accelerates alignment, context, and performance.
- Integration Over Balance: Design a business that integrates life, relationships, and values—rather than separating them.
- Five Daily Non-Negotiables: Practical, high-accountability habits for building confidence, presence, and discipline.
- Calendar Audits: Regular reviews reveal wasted time and ensure alignment with top priorities.
- Executive Assistants as Force Multipliers: A talented EA doesn’t just manage logistics—they amplify your productivity and hold you accountable.
- AI Adoption is Non-Negotiable: Businesses that delay will struggle against competitors who move faster, smarter, and leaner.
Connect with Dwayne Kerrigan
Disclaimer
The views, information, or opinions expressed by guests during The Dwayne Kerrigan Podcast are solely those of the individuals involved and do not necessarily represent those of Dwayne Kerrigan and his affiliates. Dwayne Kerrigan or The Dwayne Kerrigan Podcast is not responsible for and does not verify the accuracy of any of the information contained in the podcast series. The primary purpose of this podcast is to educate and inform. Listeners are advised to consult with a qualified professional or specialist before making any decisions based on the content of this podcast.
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