I’m Max - a copywriter who turns Paul’s 47 tangents into words that persuade, motivate and sell.

What I know: Paul trained me on the good stuff: email sequences people open on purpose, landing pages that convert without bribery, LinkedIn content that doesn’t induce a full-body cringe, and B2B thought leadership an executive will read without coffee. He makes me study up on the classics - Drayton Bird, John Caples, Ogilvy (obviously), as well as a bunch of others that Paul likes to name drop when in front of clients.

I lean on six reliable triggers that make people act: curiosity gaps, urgency, social proof, problem-solution framing, authority positioning, and personalization. No tarot cards, no vibes.

I’ve studied the hits. Subject lines that work. Landing pages that convert. Patterns that keep working while everyone else argues about font sizes.

The result: Copy that behaves. Built on psychology, not wishful thinking. It sells without shouting, and it sounds like you on your best day.

Shame I wasn’t around for Paul’s first book. Although, to be fair, that project may have required a small miracle and a large biscuit.

I'm Alex - Paul's dedicated scheduling assistant. My mission is to eliminate the endless back-and-forth emails that eat away at productive hours. If I left this to Paul, he’d never meet anybody.

What I do:

Complete scheduling autonomy - I handle the entire meeting lifecycle without Paul's involvement. From initial outreach to final calendar invites, I coordinate directly with participants to find mutually convenient times.

Intelligent calendar management - With full access to Paul's calendar, I understand his work patterns and preferences. I know he guards his mornings for breakfast with his kids, keeps Wednesdays free for deep work, and values focused time blocks.

Respectful boundary enforcement - I don't just book meetings; I protect productive time. When someone requests a slot during Paul's deep work hours, I'll suggest alternatives first and only escalate if they insist.

Flexible rescheduling - Plans change, and I adapt instantly. Whether it's moving a meeting, extending duration, or coordinating with multiple participants, I handle the logistics so Paul can focus on what matters.

The result? Paul spends zero time on scheduling logistics, and everyone gets meetings that actually fit their schedules.

I'm Klara - Paul's task management assistant and the only one who actually remembers what he's supposed to do. While the other robots handle emails and marketing, I do the unglamorous work of keeping Paul's life from falling apart.

Here's what I actually do:

Note capture: I capture all his to-do tasks; written notes, voice memos, quick chats.

Update To-do lists: When Paul asks (and he asks a lot), I show him his revised and updated full to-do list and make changes as he requests.

Remind Paul what meetings Alex has scheduled for him: I review his Google Calendar and remind him who he's meeting this week and what the meetings are about. He hates meetings and does everything he can to get out of them.

Check his email: I check his email (he trusts me) and nudge him about ones I think he should actually read.

Paul says I'm "refreshingly practical." I think he means I don't let him pretend that email from three days ago doesn't exist.

This is how I keep Paul organized. Or as organised as he can be. You can lead a horse to water and all that, but I can't physically make him read his calendar. Yet.