The Importance of Delegation in Scaling Businesses - with Atiba de Souza
Tue Jan 27 2026
On this episode of the builders podcast, John Busby sits down with Atiba de Souza, entrepreneur, marketing expert, and author of The Delegation Trap, to talk about what matters most in marketing in 2026 and beyond. Atiba explains how moments of truth in the buyer journey have changed, why human connection and community are winning in B2B, and why video is now central to search and engagement. The conversation also explores Atiba’s 30 year business journey, including launching a search engine before Google, the thinking behind turning doers into thinkers through better delegation, and the cultural and practical benefits of living and working in the Philippines.
Atiba and John discuss:
00:45 – Atiba’s background and focus on modern marketing
03:37 – Moments of truth and the role of community in B2B
07:40 – The rise of video marketing and video search
14:33 – Atiba’s journey from search engines to video strategy
21:47 – The Delegation Trap and the CASE method
32:27 – Living and working in the Philippines
Thanks for listening, and if you liked this episode, be sure to share it with someone you want to see leveled-up with you. 🚀
👉 Explore Atiba de Souza’s book, The Delegation Gap: https://thedelegationtrap.com/
🚀 Join business.com+: https://bit.ly/business-com-plus
Business.com+ is a free membership program for SMBs that takes the pain out of choosing new business services with 1:1 help from an advisor + exclusive deals on top solutions.
🎧 Listen and subscribe to the builders podcast: https://plinkhq.com/i/1608075598?to=page
📺 Watch more from the builders podcast: https://www.youtube.com/@builderspodcast
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On this episode of the builders podcast, John Busby sits down with Atiba de Souza, entrepreneur, marketing expert, and author of The Delegation Trap, to talk about what matters most in marketing in 2026 and beyond. Atiba explains how moments of truth in the buyer journey have changed, why human connection and community are winning in B2B, and why video is now central to search and engagement. The conversation also explores Atiba’s 30 year business journey, including launching a search engine before Google, the thinking behind turning doers into thinkers through better delegation, and the cultural and practical benefits of living and working in the Philippines. Atiba and John discuss: 00:45 – Atiba’s background and focus on modern marketing 03:37 – Moments of truth and the role of community in B2B 07:40 – The rise of video marketing and video search 14:33 – Atiba’s journey from search engines to video strategy 21:47 – The Delegation Trap and the CASE method 32:27 – Living and working in the Philippines Thanks for listening, and if you liked this episode, be sure to share it with someone you want to see leveled-up with you. 🚀 👉 Explore Atiba de Souza’s book, The Delegation Gap: https://thedelegationtrap.com/ 🚀 Join business.com+: https://bit.ly/business-com-plus Business.com+ is a free membership program for SMBs that takes the pain out of choosing new business services with 1:1 help from an advisor + exclusive deals on top solutions. 🎧 Listen and subscribe to the builders podcast: https://plinkhq.com/i/1608075598?to=page 📺 Watch more from the builders podcast: https://www.youtube.com/@builderspodcast