# The One Strategy That Built Two Global Empires - Jo Malone CBE

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Text version: https://stenobird.com/podcast/business-growth-secrets-86183/the-one-strategy-that-built-two-global-empires-jo-malone-cbe.md
Podcast: [Business Growth Secrets](https://stenobird.com/podcast/business-growth-secrets-86183)
Published: 2026-06-25T16:14:00+00:00
Episode link: https://businessgrowthsecrets.libsyn.com/the-one-strategy-that-built-two-global-empires-jo-malone-cbe
Audio file: https://traffic.libsyn.com/secure/businessgrowthsecrets/Jo_Malone_FINAL_MIX.mp3?dest-id=1303331
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JSON: https://stenobird.com/v1/public/podcasts/business-growth-secrets-86183/episodes/the-one-strategy-that-built-two-global-empires-jo-malone-cbe
Duration seconds: 2928

## Resource

Download your FREE Start, Grow, Scale Roadmap in under 30 seconds: https://bit.ly/3SfvXs2 What's the one thing about your business that can't be copied? Jo Malone CBE built two global fragrance empires from a council estate upbringing and a tiny Chelsea kitchen, and in this episode she reveals the single strategy behind both. She coaches Adam live on stage, extracts a story and turns it into a fragrance in real time, and breaks down the framework she's used to build billion-dollar brands. Jo Malone CBE is the founder of two global beauty brands, Jo Malone London and Jo Loves, a pioneer of scent storytelling who started out as a skincare therapist with "not a penny to rub together," and the creator of the world's first fragrance paintbrush. · She explains: Why every great brand needs a "Five Eyes" compass: inspiration, innovation, ignition, integrity and instinct · Why storytelling, not the product itself, is the thing competitors can never copy · Why the second business is harder than the first, and how she turned a £2 million loss into a brand again Chapters 00:00:00 Intro 00:01:45 Take Us Back To The Beginning 00:02:07 A Childhood Built On Survival 00:02:43 The Artist, The Magician And The Poker Player 00:05:44 Starting From Scratch In A Chelsea Apartment 00:07:01 The Order That Changed Everything 00:08:20 Naming Products After The Ingredients 00:09:02 Creating The "Wow Moment" 00:11:18 Building Feeling Into A Brand 00:11:45 The Five Eyes Compass: Inspiration & Innovation 00:13:06 Why Ignition Matters 00:13:48 Integrity As A Non-Negotiable 00:14:55 Trusting Your Instinct And Gut 00:16:22 Why Dyslexia Is A Superpower 00:17:10 How Hard Times Build Business Muscle 00:18:02 The Second Brand: Where It Went Wrong 00:18:42 Losing £2 Million On Jo Loves 00:19:30 The Selfridg…

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