“I don’t need time. I need a deadline.” – Duke Ellington
In Episode 18 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden sit down with one of South Africa’s most dynamic business minds—Richard Mulholland. From his punk-rock roots in Glasgow to helping CEOs deliver like rockstars, Mulholland’s journey is as unconventional as it is inspiring.
As the founder of Missing Link, 21 Tanks, and Too Many Robots, Richard doesn’t just talk about innovation—he builds it. This episode is a high-octane ride through the power of storytelling, the myth of strategy, the dangers of complacency, and how to stay relentlessly relevant in a world drowning in noise.
🚀 From Punk Rock to Pitch Decks
Richard’s early life in Glasgow laid the foundation for a career built on rebellion and reinvention. What started in the punk scene evolved into a bold approach to business and leadership—where creativity isn’t optional, it’s the job.
Whether he’s writing books like Here Be Dragons and Relentless Relevance, or disrupting boardrooms, his mission is simple: make people think differently.
🧠 Humility vs. Healthy Arrogance: Finding the "Zone of Potential"
One of the episode’s most profound takeaways is Mulholland’s philosophy on self-belief. He advocates for what he calls “delusional self-confidence”—a necessary trait for anyone trying to create something new.
But it’s not about unchecked ego. Richard explores how humility and arrogance can co-exist when you recognize your “zone of potential.” This delicate balance is what allows creators, founders, and leaders to challenge the norm without losing themselves in the process.
🎯 Why Most Strategies Fail—and What to Do Instead
In a no-holds-barred critique of traditional business planning, Mulholland declares that “strategy is broken.” Instead of rigid 5-year plans, he promotes goal-oriented alignment and short-term execution frameworks. It’s not about predicting the future—it’s about building the habits and systems that will help you respond to it.
This isn’t theoretical fluff. From storytelling formulas like “pain, pill, and peanut butter” to the application of AI in shaping future-ready companies, Richard offers actionable, tested insights.
🤖 Embracing AI Without Losing Your Mind
For a provocateur who’s built a company literally named Too Many Robots, it’s no surprise Richard has a lot to say about AI. But his take is refreshingly grounded. He encourages leaders to see AI not as a threat, but as a tool for amplification—especially when it comes to creativity, communication, and strategy.
The lesson? You don’t need to master every new tech trend. You just need to understand how it fits your mission—and how to keep your human edge intact.
🔥 Storytelling as a Strategic Superpower
At the heart of Richard’s philosophy is one core skill: storytelling. In the episode, he breaks down how great narratives are built around mutual need—not vanity.
“Mix stories with messages,” he urges, citing examples from decades of pitching, public speaking, and campaign crafting. This approach turns communication into connection—and noise into meaning.
🧭 Success, Redefined: From Wealth to Meaning
What does it mean to truly succeed?
Mulholland challenges the audience to reimagine success not as potential, but as intent. Quoting Ellington’s Law—“I don’t need time, I need a deadline”—he reveals how deadlines drive meaning, and how purpose should be measured in impact, not income.
In a world obsessed with scale and speed, Richard reminds us that contentment isn’t complacency—it’s clarity.
🧠 Final Takeaway
“If you want to stay relevant, you have to keep reinventing.”
Richard Mulholland doesn’t just say it—he lives it. And after listening to this episode, you might find yourself rethinking your strategy, your story, and maybe even your success.
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