What was the strategy with Sam Stoffel, and what did it produce?
Sam Stoffel: rebuild the team, then find the formats
Rehire the whole team, find three formats, build a system that ships three a day. The formats outlived Tom leaving.
Updated 2026-10-25
Sam had been making content for about seven months with no luck. He had a content strategist, a photographer and videographer, and an editor with no experience. After a short period I decided the team was not good enough, and we rehired. A script writer and producer. A content producer and creative director. Freelance specialists for scheduling and LinkedIn.
What I walked into had no strategy and no clear direction. The classic mistake: telling Sam’s story with no value back to the audience, and no mission, purpose or enemy.
What changed?
We developed that as a team. We got better at telling his stories, and we found formats that worked. That is what let us scale so quickly: formats that met the audience’s needs, told through Sam’s insights, true to his brand, and a system that could output three times a day.
What is the proof?
The formats outlived me. Selfie videos, podcasts and reviewing personal brands: those three were what I walked out the door with at the end of April 2026, and they are still the formats he runs. 0 to 500,000 followers in 10 months.
Where this comes from: Stoffel Media Group. See the timeline.
Questions
What did Tom change first at Sam Stoffel?
The team. He rehired it: a script writer and producer, a content producer and creative director, and freelance specialists.
Which formats worked?
Selfie videos, podcasts and reviewing personal brands, output three times a day.
What did it produce?
0 to 500,000 followers in 10 months, and formats that are still running after Tom left.
The playbook this belongs to: How I work.
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