Episode #520 - Systems or Resilience – What Really Scales a Business?

This week on ScaleUp Radio we hear from two founders whose journeys couldn’t be more different — yet both offer powerful lessons for business owners.

On one side, Ric Wilson, founder of ERP Experts, who built a seven-figure consultancy by focusing on systems, structure, and culture. On the other, Milo Pinckney, founder of Roller, who is redefining deodorant as a design-led ritual while navigating patents, investors, and the grind of start-up life.

Their stories challenge us to ask: does scaling come from mastering internal systems, or from sheer resilience in the face of external battles?

Meet the Guests

Ric Wilson – The Pragmatic Problem-Solver

• Former research chemist turned entrepreneur after years in sales and marketing.
• Founded ERP Experts to help companies escape the chaos of disconnected systems.
• Believes systemisation is the foundation of scale — “don’t have a dog and bark yourself.”
• Learned the hard way about hiring, moving from gut feel to a structured recruitment process.
• Now focuses on building culture, retention, and acquiring businesses with proven growth models.

Milo Pinckney – The Resilient Brand-Builder

• Founder of Roller, a direct-to-consumer deodorant brand on a mission to transform a chore into a ritual.
• Spent four years in gruelling product development before launching.
• Faced the toughest fundraising climate in decades, learning that investor FOMO is key.
• Secured backing from Broody London, a creative incubator tied to world-leading agency Mother.
• Protects his innovation with patents — “expensive and painful,” but vital for long-term success.
• Admits the loneliness of being a solo founder and regrets not having a co-founder from day one.

Key Lessons for Entrepreneurs

• Systemisation Builds Scale – Ric shows that freeing the founder from day-to-day tasks unlocks growth.
• Resilience is Non-Negotiable – Milo proves that belief and persistence carry you through funding battles and setbacks.
• Culture Matters – Ric’s “sticky” culture reduces turnover and drives client loyalty.
• Strategic Partnerships are Game-Changers – Milo’s link with Broody London gave him both credibility and expertise.
• Learn from Mistakes – Both highlight how costly missteps (bad hires, wrong approaches to investors) become turning points.

Systems vs. Resilience – The Big Difference

• Ric’s journey is a masterclass in operational maturity: systemise, delegate, and focus on culture to escape founder dependency.
• Milo’s is a raw account of early-stage grit: battling for validation, funding, and market traction with authenticity at the core.

This contrast reflects wider research from the BizSmart ScaleUp Challenge Report:

• 49% of business owners say their business would “suffer a lot” if they stepped away for three months.
• Just 7% of SMEs have a truly scalable model with recurring revenue, low founder reliance, and capacity to handle five times the volume.

Final Thoughts

Whether it’s through resilient brand-building or robust systems, the truth is clear: scaling a business demands both determination and structure. The strongest founders blend the grit to keep going with the discipline to build businesses that can thrive without them.

Listen and Learn More

🎧 Listen to the full interviews on ScaleUp Radio:
🔗 https://directory.libsyn.com/shows/view/id/scaleupradio

📅 Book a call with Kevin Brent to discuss your scaling journey:
🔗 https://c.bizsmart.co.uk/widget/bookings/kb-30