105. Coaching, Scaling and AI Disruption with Tod Melnyk COO of Dan Martell's Martell Media

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Sep 17, 2025

Tod Melnyk, COO of Martell Media, delves into the ambitious plan to make 90% of their workflow AI-driven by year-end. He shares valuable leadership insights, emphasizing shadowing as a key method for cultural integration. Tod also discusses the significance of blending personal branding with business strategies and the 'five daily non-negotiables' that foster accountability. Discover how to integrate AI into your operations while maintaining the human touch, alongside essential time management techniques for entrepreneurs.

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ADVICE

Onboard By Shadowing For 30 Days

Have new senior hires shadow you for at least 30 days in every meeting to transfer context and thinking.
Debrief each meeting by asking their observations to accelerate alignment and cultural fit.

ANECDOTE

Learning Sales By Long-Term Shadowing

Tod shadowed the best beer rep for six months, then paired territories for another six months.
That year of observation and practice accelerated his sales competence at a young age.

ADVICE

Five Daily Non-Negotiables

Require five daily non-negotiables: workout, three on-camera posts, goal reviews, read 10 pages, and five reach-outs.
Hold participants accountable by gating coaching access until they complete them.

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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.

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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.