The Next 100 Days Podcast

Etinosa said she doesn't have a nickname, but we felt she is the Pricing Maven! Get ready for some deep pricing insights on this week's episode of The Next 100 Days Podcast.Summary of PodcastPricing psychology discussionEtinosa, an expert in pricing and behavioural economics, discusses her approach to helping companies optimise their pricing strategies. She explains the "decision-offer pricing framework" which involves mapping monetisation zones, conducting pricing research, framing the pricing, and continuously testing and adjusting. Etinosa emphasises the importance of understanding customer psychology and value perceptions when setting prices.Competitive advantageEtinosa describes how companies often make the mistake of letting their sales team prioritise velocity over profitability, leading to excessive discounting. She explains how her team works to align the departments—sales, marketing, finance, and product— to develop a cohesive pricing strategy that captures the true value delivered to customers.Pricing tactics and frameworksEtinosa discusses specific pricing tactics and frameworks, such as using "decoy pricing" to steer customers towards a preferred option, and the importance of understanding reference points and how customers evaluate value. She provides examples of how her team has helped clients reframe their pricing to be more effective.Etinosa's background and interestsEtinosa shares that in addition to her consulting work, she is also involved in real estate investing and financial counselling for individuals, which she finds very rewarding. She discusses how her background in behavioral economics informs her work.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Website Design agency "ALT Agency" was founded by Craig Murphy in 2005 and has grown to a team of 16, and is poised for significant expansion. In this podcast, we explore website design and what to consider in the age of AI.Summary of PodcastKey TakeawaysCraig, a neurodiverse founder with autism, has successfully built the agency by leveraging his strengths and adapting his leadership styleThe web design industry is evolving with AI, requiring agencies to educate clients and adapt strategies for brand building and search optimizationALT Agency Background and GrowthFounded by Craig Murphy in 2005-2006Currently has 16 team members, recently added 5 new hiresExpanding business development, development, design, paid media, and SEO teamsShifted from a Microsoft-style company culture to a more diverse team with varied personalitiesWeb Design Industry EvolutionShift from in-person meetings to efficient Zoom calls post-COVIDIncreased focus on ROI, lead generation, and conversion optimizationGrowing importance of AI in search and content creationNeed for educating clients on AI's impact on web presenceALT Agency's Unique Selling PointsThree pledges: on budget, on time, and client satisfaction guaranteeMoney-back guarantee if clients are unsatisfied with designsFocus on high-end, luxury feel in their own website redesignStrong project management process to ensure client satisfactionCraig's Leadership JourneyRecently diagnosed with autism, which has influenced his approach to businessNaturally gifted in coding and project managementLearned to delegate responsibilities and trust team membersWorking with an executive director to structure the business for growthClient Base and ServicesMix of local Birmingham clients for smaller projectsNational clients for larger e-commerce and maintenance projectsSpecialising in web design, development, and digital marketing servicesFuture Growth and StrategiesInvesting in team expansion ahead of anticipated growthFocusing on brand building through podcasts and media appearancesExploring AI-driven solutions for web design and customer interaction The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads, and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at 

Ann shares how reading the book Think and Grow Rich by Napoleon Hill in 1979 was a pivotal moment that set her on a path of personal and professional growth. Her credentials are long and impressive. Above all, she has an abiding personal commitment to serve.Summary of the PodcastIntroductionsThe meeting begins with casual introductions and small talk between the three participants - Graham, Kevin, and Ann. They discuss Ann's background, her impressive construction career, and her work in personal development coaching.Ann's journey and the power of goal-settingAnn shares how reading the book "Think and Grow Rich" by Napoleon Hill in 1979 was a pivotal moment that set her on a path of personal and professional growth. She explains her approach of helping clients get clear on their financial goals, create a plan of action, and hold themselves accountable through mastermind groups.The 100-day mindset and continuous improvementThe group discusses the "Next 100 Days" concept that Kevin and Graham use, focusing on setting achievable short-term goals rather than just long-term visions. Ann emphasizes the importance of an ongoing journey of growth and improvement, rather than just aiming for a final destination.Retirement, purpose, and leaving a lasting legacyThe group explores Ann's perspective on retirement, which for her means having the freedom to do what she wants, when she wants. She shares her vision of continuing to serve and impact lives well into her 90s, guided by a strong sense of purpose and mission.Ann's mission to support Black women in constructionAnn shares her passion for creating opportunities and representation for Black women in the male-dominated construction industry. She discusses founding the National Association for Black Women in Construction to provide a supportive community and open doors for the next generation.Recap and final thoughtsKevin and Graham reflect on the key insights from the conversation, emphasizing the importance of having a clear dream or vision, and challenging listeners to identify their own dreams. They express admiration for Ann's work and the positive impact she is making.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on 

Callum Gracie, founder of Otto Media and GIAI, is an expert in SEO & AI. On this podcast he shares an inspiring journey from professional musician to SEO & AI expert. Before COVID-19, Callum worked as a trumpet player and manager for The Bake Boys Band in Australia, booking over 500 events annually and managing approximately 100 creative professionals. When the pandemic hit, Callum lost everything due to severe Australian lockdowns that restricted events to 30-40 people. This crisis forced a career pivot into DJing (which was more pandemic-resistant as a one-person show) and eventually into digital marketing, where Callum now leads a team that has grown from 2 to 12 people in just 12 months.Summary of the PodcastThe Evolution of SEO in the AI AgeCallum emphasised that traditional SEO tactics are becoming less effective as AI transforms how people search for information. Key points about this evolution:People can now get answers directly from AI tools without visiting websitesTechnical SEO remains important as a foundation but is no longer enoughContent marketing and authentic storytelling are becoming crucial differentiatorsDigital PR is increasingly valuable - getting mentions from authoritative sources helps establish credibility with AI systemsBusiness owners should focus on the EEAT guidelines (Experience, Expertise, Authority, and Trust)Optimize for Bing, not just Google, as ChatGPT uses Bing's search API to find relevant informationLeveraging AI for Business GrowthCallum shared several practical applications of AI for business:Used ChatGPT to analyze and improve sales funnels for clientsCreated AI-generated promotional imagery (including a branded vehicle with local landmarks) for a client websiteDeveloped AI workflows with a data scientist partner to analyze complex datasetsUsed AI to identify target journalists and publications for digital PR effortsCreated project-specific AI agents that understand brand voice and specific business needsClient Selection PhilosophyCallum emphasised the importance of working with the right clients:"Find your ideal client...figure out who you like"Turns away more potential clients than acceptedSeeks partnership relationships with deep trust and common goalsValues clients who are excited about the work and aligned with the company's approachFocuses on being "relentlessly honest" with both clients and oneselfAction Items[ ] Implement EEAT guidelines on websites to establish credibility (Experience, Expertise, Authority, Trust)[ ] Consider optimising for Bing search in addition to Google[ ] Focus on getting reputable publications and websites to mention and link to your business[ ] Incorporate authentic storytelling and personal elements into marketing content[ ] Explore how AI can automate repetitive customer communications (like annual service reminders)Future of MarketingGraham described the current moment as a "gold rush" for AI implementation in marketing. Callum agreed but suggested Australian businesses are generally a few years behind the US and UK in adoption. The most successful approach combines authentic content marketing with strategic digital PR, focusing on building relationships with journalists and creating shareable stories that demonstrate expertise and build authority. The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely...

Bilal Jogi is the marketing director of the Royal Nawaab Pyramid Indian restaurant in Stockport. It's the biggest in the UK. He markets at scale and this podcast contains some of the secrets as to why they have hit the ground running in this iconic building.Summary of the PodcastIntroduction to Bilal Jogi and the Royal Nawab PyramidBilal Jogi, the marketing director for the Royal Nawab Pyramid / Royal Nawaab Group restaurant chain, is introduced. He provides an overview of the group's affordable luxury Indian/Pakistani cuisine concept, featuring a large buffet with live cooking in open kitchens.The iconic Stockport Pyramid restaurantBilal discusses the group's recent takeover and transformation of the iconic Stockport Pyramid building, which had been derelict for years. He shares details on the scale of the project, the local suppliers and craftspeople involved, and the challenges of filling such a large space.Marketing and customer experience strategiesBilal explains the group's innovative marketing approach, focusing on building anticipation and curiosity through social media, influencer partnerships, and providing an exceptional customer experience. He emphasizes the importance of great service, a diverse menu, and creating reasons for customers to return.Expansion plans and target demographicsBilal outlines the group's expansion plans, including a focus on corporate catering and events, as well as potential future acquisitions like a golf course or hotel. He also shares insights into the group's target customer demographics, which are predominantly non-Asian families.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Over the last ten years, Jamie has been growing a business from the ground up with no outside investment, working with councils across London and the South East to house hundreds of vulnerable people. These days, he is also investing in tech and buying businesses, so he's got a fair few stories, lessons, and scars to share.Summary of the PodcastJamie's entrepreneurial journeyJamie shares how he has been an entrepreneur from a young age, starting with selling items at a wedding as a child. He continued pursuing various business ventures throughout school and university. However, he eventually dropped out of university to focus on his entrepreneurial pursuits.Growing a business - By providing social housingJamie explains that he co-founded a business with his father that provides social housing for local authorities, working with families in need of temporary accommodation.Diversifying into other investmentsIn addition to the social housing business, Jamie has also invested in a social networking app startup. He shares that over the years, he has been involved in a variety of other business ventures, though not all have been successful.Lessons learned and keys to successJamie reflects on some of the key lessons he has learned as an entrepreneur, including the importance of focus, building the right team and management. It is important to be willing to take action rather than overthinking opportunities.Launching a podcast - "Driven"Jamie discusses his recent launch of a new podcast called "Driven" which features interviews with entrepreneurs, business owners, and others pursuing their purpose. He shares the goals and approach behind the podcast.Leveraging personal branding and AIJamie explains his focus on building his personal brand and leveraging AI tools to be more efficient in his business and podcast efforts. He sees this as an important part of pulling in new opportunities.Future plans and prioritiesLooking ahead, Jamie shares that his main priorities are continuing to grow his property business, especially through acquisitions, while also scaling his podcast and personal brand initiatives. He acknowledges the challenge of juggling all these priorities.Closing thoughts and reflectionsThe hosts, Graham and Kevin, provide their final thoughts on the conversation, praising Jamie's entrepreneurial drive and ability to take action, while also noting the importance of building the right team and processes to support rapid growth.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads, and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on 

Bizzics is a combination of physics and business. Our guest Chip Higgns is the author of The Bizzics Way. He's a business strategist, leadership coach, and former banking executive with over 35 years of experience helping small business owners.Summary of the PodcastExplaining the "Bizzics Way" conceptChip explains that "Bizzics" refers to applying the physics law of momentum to business. He was inspired by the idea of momentum being crucial in business, and worked with a physicist friend to better understand the underlying physics principles.Momentum, energy, and velocity in businessChip delves into how the concepts of mass, velocity, and energy relate to business. He discusses the importance of entrepreneurial energy and passion, as well as the need to define clear direction, distance, and timeframes (velocity). He also explains how "mass" in business relates to the density and uniqueness of the value proposition.Scaling coaching through AIChip shares that he has developed an AI-powered coaching platform called "Expert Loop" to make his expertise more accessible and scalable to small businesses. He explains how the AI is trained on his book content to provide on-demand guidance and planning support.Recap and closingThe hosts, Graham and Kevin, recap the key insights from the conversation, particularly around Chip's innovative approach to scaling coaching through AI. They express appreciation for Chip's perspective and the valuable discussion.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Katrena is an expert in personal brand development and the founder of the Business Mentor Institute. A leader in business mentoring with over 25 years’ experience, Katrena transforms professionals into industry leaders and is a pioneer in personal brand development and business mentoring. As the creator of the acclaimed Becoming the Expert methodology, Katrena has guided thousands of aspiring consultants, coaches, and executives to build thriving, purpose-driven businesses.Summary of the PodcastKey TakeawaysKatrena offers a unique 12-month coaching program with unlimited access, focusing on building personal brand businessesHer approach includes creating multiple income streams (book, speaking, training, coaching, facilitation, consulting) for clientsKatrena emphasizes the importance of addressing psychological barriers and balancing masculine/feminine energies in entrepreneurshipThe podcast hosts reflect on the value of personal branding through podcasting vs. book writingKatrena's Coaching Approach12-month program with unlimited access for clientsFocuses on deep, meaningful relationships rather than arm's-length coachingMaximum of 20 clients per year, with groups of 5 active at a timeFirst 90 days involve heavy lifting: building assets (book, website, brand, signature program, social media)Combines business strategy with therapeutic coaching to address psychological barriersPersonal Brand Business DevelopmentCreates 7 streams of income for clients: book, speaking, training, coaching, mentoring, facilitation, consultingWrites the client's book in 7-30 days, based on a two-day kickoff sessionBuilds website, brand, and signature program (valued at $5k-$20k)Targets both career transitioners (often 50+ years old) and young entrepreneursTherapeutic Coaching ElementsAddresses introvert vs. extrovert challengesBalances masculine and feminine energiesTackles limiting beliefs from childhood experiencesUses a light trance state to access the unconscious mind for rapid changePublic Speaking and TED TalksKatrena prefers a free-flowing, channeled speaking styleFound TED Talk format too restrictive and memorization-heavyTrains clients to speak confidently without scripts or extensive memorizationPodcast vs. Book for Personal BrandingHosts reflect on podcasting as a potentially quicker route to personal brandingPodcasts offer exposure to new audiences and showcase a personality more easilyBooks are still valuable as "expensive business cards" and confidence-buildersThe Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of 

Mortgage & Property Diva, Chanelle Aristide has recently created a unique report covering Mortgages and Property south of London. Chanelle brings a wealth of experience in supporting clients and businesses with high-value property transactions, securing mortgages, insurance, and financial solutions. She has a strong background in project management, PR, and marketing. This diverse experience, including a previous career performing live in the music industry, has equipped her with the ability to connect with people from all walks of life.Summary of the PodcastIntroduction and background on ChanelleGraham and Kevin welcome Chanelle, who runs the Mayfair Mortgage Co., a boutique mortgage and financial consultancy that serves high net worth and ultra-high net worth clients. Chanelle discusses her background in performance, PR, marketing, and real estate, and how she has combined these interests into her current business.Challenges in the mortgage and property marketChanelle discusses some of the unique challenges that high-net-worth individuals can face in securing mortgages, such as complex financial arrangements and the need to provide detailed information to lenders. She also touches on broader issues in the property and construction sectors.Importance of relationships in high-net-worth financeGraham and Chanelle emphasize the importance of building strong relationships with high-net-worth clients, as well as with lenders and other industry contacts. This personal touch is key to Chanelle's approach in serving her target market.Chanelle's "Diva Mortgage and Property Report"Chanelle discusses her upcoming "Diva Mortgage and Property Report", which will feature insights and analysis presented in a unique, entertaining style that reflects Chanelle's personality as a "diva". The report will include song titles as section headings and other creative elements.Chanelle's future plans and embracing changeIn response to Graham's question about her future plans, Chanelle expresses a positive outlook on embracing change, including the rise of AI, and the importance of being adaptable and continuously learning new skills.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering a Generative Engine Optimisation Website Auditor that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Personal Growth expert Francie Jain helps individuals and organisations grow through expert-led, group-based learning. Francie began raising nigh on half a billion dollars for hedge funds. Along the way, she identified a major gap: professionals at pivotal moments often lack accessible, high-impact support. That insight drove her to launch three ventures focused on human development—including Terawatt, which is now helping companies tackle burnout, improve retention, and elevate leadership through soft skills training.Summary of the PodcastIntroductions and backgroundGraham and Kevin introduce themselves and welcome their guest Francie Jain, founder of the coaching platform TeraWatt. They discuss Francie's background, including her experience working in a hedge fund and founding TeraWatt, as well as her location in Connecticut near New York City.Group coaching model and benefitsFrancie explains TeraWatt's group coaching model, which aims to reduce employee turnover and associated costs for organizations. She highlights how group coaching can build psychological safety, improve communication, and develop employees' skills more cost-effectively than one-on-one coaching.Measuring impact and ROIFrancie shares case studies demonstrating the significant financial impact of reducing employee turnover, with one organization saving $32 million per year by lowering turnover from 24% to 4% through group coaching. She emphasizes the importance of measuring key metrics to demonstrate the value of coaching investments.Integrating AI and chatbotsGraham proposes integrating AI chatbots and language models to enhance the coaching experience, such as by providing personalized support and analysis. Francie is intrigued by the potential, noting the need to balance AI and human interaction for optimal results.Wrap-up and next stepsFrancie and the hosts discuss Francie's goals for growing TeraWatt, including her focus on building relationships and helping clients achieve "aha" moments. They agree to stay in touch and explore potential collaboration opportunities.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering a Generative Engine Optimisation Website Auditor that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Jeff Bemis runs 1031 Specialists. 1031 Specialists help real estate owners swap one investment property for another to defer taxes and grow rich.Summary of the PodcastIntroduction to 1031 SpecialistsJeff Bemis, co-founder of 1031 Specialists, is introduced. 1031 Specialists helps real estate investors in the United States leverage a tax code section called 1031 to defer capital gains taxes when selling and reinvesting in investment properties.Overview of 1031 ExchangesJeff explains how 1031 exchanges work - if an investor sells an investment property and reinvests the proceeds into a new investment property, they can defer paying capital gains taxes. This provides a unique tax advantage compared to other financial assets like stocks. The 1031 code has existed for over 100 years and is widely used by real estate investors.Benefits and Rationale of 1031 ExchangesThe 1031 code was originally intended to encourage the productive use of farmland by allowing farmers to defer taxes when expanding or relocating. Over time, it has expanded to incentivize real estate investment and development in underserved areas. The deferred taxes must eventually be paid, but the ability to build wealth through tax-deferred reinvestment is a major benefit.Comparison to UK Tax RulesKevin compares the 1031 exchange rules in the US to the capital gains tax rollover relief in the UK, noting that the US has a much higher estate tax exemption limit compared to the UK, making 1031 exchanges even more advantageous for building generational wealth.1031 Specialists' Business Model1031 Specialists' core business is acting as a qualified intermediary to facilitate 1031 exchanges, safeguarding client funds and ensuring transactions comply with IRS rules. They have built a team with deep expertise in real estate and 1031 exchanges to provide efficient service to clients.Competitive Landscape and Growth OpportunitiesJeff notes that while there is competition, 1031 Specialists has become one of the larger players in their niche. They see significant white space in the market, as many individual real estate investors are unaware of or underutilize 1031 exchanges. Educating this market is a key focus for their growth.Leveraging Technology and AI1031 Specialists has built their own AI tool to provide automated answers to common 1031 exchange questions, recognizing that while AI can be helpful, the real estate industry tends to be a late adopter of new technologies. They are focused on using technology to improve internal efficiency and client experience.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering a Generative Engine Optimisation Website Auditor that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find...

David Anderson helped found Off Madison Avenue, an advertising agency, nearly 27 years ago. He is a strategic leader with a passion for driving growth, solving complex problems, and inspiring teams to achieve excellence. David is this week's guest on The Next 100 Days Podcast.Summary of the PodcastKey TakeawaysLaunching the podcastGraham and Kevin prepare to record an episode of their "Next 100 Days" podcast, noting they don't do much pre-planning and just let the conversation flow. They welcome David Anderson, founder of the advertising agency "Off Madison Avenue", to be their guest.Origins of Off Madison AvenueDavid shares the story of how he and his business partner started Off Madison Avenue after he was unexpectedly fired from his previous agency job. They decided to strike out on their own and build the type of agency they wanted, focusing on providing high-quality work at more affordable prices than New York-based agencies.Transforming challenger brands David explains Off Madison Avenue's approach of working with "challenger brands" - companies that are hungry, think differently, and want to disrupt their industries. The agency aims to help these brands transform and become market leaders.Successful campaigns and brand experiencesGraham and David discuss some of Off Madison Avenue's successful campaigns, including a viral social media effort featuring Barbie dolls for the Arizona Office of Tourism. They emphasize the importance of creating memorable brand experiences for customers.Navigating risk and brand evolutionThe group explores the balance between taking risks to transform a brand versus making missteps that can backfire. David cautions that brands need to deeply understand their customers to determine the appropriate level of risk, and not just try to be "politically correct".Advice for building a brandDavid provides advice for small business owners and entrepreneurs on building their brands, emphasizing the importance of constantly evolving their team and leadership, hiring the right "who's" (not just relying on loyalty), and positioning the business for long-term 10x growth rather than just 2x.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering a Generative Engine Optimisation Website Auditor that gets you ready to be found by LLM search. Try searching for suppliers of UK High Net Worth data in the UK on ChatGPT!Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Matt and Liz Raad teach others to become digital investors. Specifically, by buying websites and doing them up.Summary of the PodcastKey TakeawaysMatt's Podcast AppearancesMatt explains that he and his wife Liz have been frequent podcast guests, which has been a great networking strategy for their online business. He discusses how the COVID-19 pandemic led to more people reaching out to them, and how they've enjoyed connecting with fascinating people from around the world through these podcast appearances.Buying and Renovating Online BusinessesHe describes their approach to buying and renovating online businesses, focusing on standalone websites in niche passion verticals rather than e-commerce or brick-and-mortar businesses. Matt provides examples of the types of websites they target, such as those related to hobbies, crafts, and sports, and explains how they transition the business and content to their own team while maintaining the original owner's persona.The Importance of Due Diligence Matt emphasizes the critical importance of thorough due diligence when acquiring an online business, including analyzing the profit, traffic, and overall health of the website before making an offer. He outlines their "SAS" (Surround, Assess, Seize) approach to taking over a new website, allowing it to run for a period to understand the audience and dynamics before implementing changes.Networking and Podcast BenefitsThe participants discuss the networking and relationship-building benefits they've experienced through podcasting, including connecting with people they've admired or heard of in their respective industries and forming new friendships and collaborations as a result.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering a Generative Engine Optimisation Website Auditor that gets you ready to be found by LLM search. Try searching for suppliers of UK High Net Worth data in the UK. [See, it works!]Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

High-performance coaching expert Oli Cooke joined The Next 100 Days Podcast. He is a mindset and performance coach for entrepreneurs.Summary of the PodcastKey TakeawaysOli uses rapid root-level mindset shifts to help entrepreneurs overcome mental blocks and achieve higher performanceHis approach combines logical communication with metaphors, visualisation, and mental rehearsal techniquesOli works primarily with driven entrepreneurs to clear obstacles to their ambitious goals and visionsHe offers audio programs for mental shifts during walks, leveraging the altered state of consciousness from bilateral stimulationOli's Background and ApproachStarted in Vietnam teaching English pronunciation, noticed mindset impacts on student performanceDeveloped interest in mindset techniques while dealing with personal anxiety challengesUses NLP, inner leadership coaching, and rapid resolution therapy in his practiceFocuses on rapid root-level shifts to cause quick, effective transformationsAims to get clients' minds sharper and thinking clearer to tackle problems strategicallyWorking with EntrepreneursClients are typically already high performers but have specific goals they're struggling to achieveHelps clear mental blocks, fears, and limiting beliefs holding clients backUses multi-level communication: logical explanations paired with metaphors, visualization, mental rehearsalOffers both short-term work on specific issues and long-term weekly coaching relationshipsClients report improved clarity, decision-making, and team performance after sessionsMental Performance TechniquesLeverages the power of the unconscious mind to drive habits and behaviorsUses mental rehearsal like Olympic athletes to automate performanceFocuses on clear intentions the unconscious can understand (e.g. visualising crossing finish line first)Offers audio programs for mental shifts during walks, taking advantage of bilateral stimulationBusiness Challenges and MindsetDiscussed entrepreneur's challenge of scaling business operations (e.g. 10 units vs 1000)Oli's approach: get minds sharper to think most clearly and strategically about real possibilitiesClears mental preoccupation with impossible scenarios or finished eventsAims to focus client's energy and attention on what's truly possible to achieve.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that sit on websites, to increase engagement, dwell time, leads and conversions.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at 

Chris Brisson runs a texting platform from the website salesmsg.com he is the founder of Salesmsg, and discusses SMS marketing and business communication strategies.Summary of the PodcastKey TakeawaysSalesmsg provides a platform for businesses to send and receive SMS messages, integrating with CRMs for automated, two-way text conversationsSMS is emerging as a critical channel for business communication due to high open rates and engagement compared to email or phone callsEthical use of SMS marketing requires explicit opt-ins; unsolicited texting is illegal and damages customer relationshipsSalesmsg offers AI-powered text conversations that can qualify leads and drive conversions while maintaining a natural, human-like toneSMS as a Business Communication ChannelSMS is becoming increasingly important as email deliverability declines and fewer people answer phone callsText messaging offers a "clean" channel with high open and engagement ratesBusinesses can use SMS for lead generation, engagement, qualification, revenue driving, feedback collection, and referralsSalesmsg Platform FeaturesIntegrates with major CRMs like HubSpot, Salesforce, and PipedriveAllows businesses to send/receive texts from computers, not personal phonesOffers automation capabilities for immediate response to web form submissionsProvides AI agents that can conduct human-like conversations using brand voiceCompliance and Best PracticesExplicit opt-ins are required; cannot text old lists without new permissionBusinesses must get approved to send text messages, ensuring legitimacyBest to use SMS as a channel to move customers to the next stage in the funnel, not for hard sellingKeep messages simple, personal, and natural - avoid long, marketing-heavy textsUse Cases and ROIEvent speakers using SMS for lead capture (e.g., "Text 'slides' to this number")Appointment reminders and delivery notificationsSales follow-ups and meeting schedulingCustomer support and engagementPricing and Volume Considerations$49 per 1000 credits (1 credit = 1 text message sent)Costs can add up with conversational use, but ROI often justifies expenseStart with smaller plans and scale up as neededNext StepsExplore Salesmsg integration possibilities with existing CRM systemsReview current opt-in processes to ensure SMS complianceConsider testing SMS for upcoming events or campaigns to gauge effectivenessEvaluate potential ROI of SMS marketing compared to other channels The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that sit on websites, to increase engagement, dwell time, leads and conversions.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of 

Brain Holliday is a mind-body coach. What you'll take from this podcast is how Brian is transitioning from one type of business to another. As business owners, we've been there. It seemed to be occurring in real time. His value becomes apparent when the clarity of his offer is evident.Key TakeawaysBrian's background and swimming journeyBrian shares his personal history with swimming, explaining that he was obsessed with becoming a strong swimmer as a young man, but struggled despite his efforts. He describes how he eventually unlearned his previous techniques and developed a new, more mindful approach to swimming that allowed him to dramatically improve.Applying the mindful swimming approach to other areasHow he applies the principles he learned from his swimming journey to other areas of his life, such as running and golf. He believes this mindset-focused approach can be valuable for executives and others dealing with high-pressure situations.Developing Brian's coaching/consulting businessThe group explores how Brian can package and market his mindset coaching services, with Kevin and Graham providing feedback and suggestions. They discuss the need to clearly define Brian's target audience, value proposition, and structured program or framework. The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that sit on websites, to increase engagement, dwell time, leads and conversions.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Pia Silva coaches small branding agencies to scale profit and freedom without employees. She advocates for a project-based, high-ticket branding model vs. ongoing retainers.Summary of the PodcastKey TakeawaysPia coaches small branding agencies to scale profit and freedom without employeesShe advocates for a project-based, high-ticket branding model vs. ongoing retainersEffective branding requires confidence, strategy and standing out, not just design skillsAI and cheap labor are threats to commodity design work, but not strategic brandingPia's Small Branding Agencies Business ModelCoaches small branding agencies via online training/coaching programTeaches her "No BS Agency Mastery" model developed in her own agencyFocuses on project-based branding (e.g. $40k for 2-day intensive) vs. retainersEmphasizes profitability and lifestyle over top-line revenue growthBranding PhilosophyBrand = "What people say about you when you're not in the room"Badass brand: Magnetically attracts ideal clients, repels others, charges premiumFocus on strategy, messaging, design that stands out vs. generic corporate brandingAsk "What do you stand against?" to uncover differentiationEvolution of Branding Trends"Badass" and edgy messaging became mainstream, diluting impactRebranding example: Financial firm evolved from edgy to sophisticated positioningNeed to continually evolve brand as market changesAI and Industry ThreatsAI/cheap labor threaten commodity design workStrategic thinking, leadership, client trust more important than everOpportunity to curate and guide AI-generated options based on strategyThe Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that sit on websites, to increase engagement, dwell time, leads and conversions.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com 

Reed Hansen, from Chicago, runs MarketSurge.io, offering comprehensive digital marketing services with a focus on AI and automation. He is this week's gues on The Next 100 Days Podcast.Summary of the PodcastKey TakeawaysReed Hansen runs MarketSurge.io, offering comprehensive digital marketing services with a focus on AI and automationPodcasting can be an effective marketing tool, increasing visibility and perceived authority for business ownersAI is rapidly changing digital marketing, creating both challenges and opportunities for small businessesMarketSurge.io ServicesOffers range of digital marketing services including CRM, audience targeting, SEO, ads, AI sales agents, content marketing, web developmentSurge Audiences: Uses buyer intent data from partner network to create targeted prospect lists for outreachAI sales agents: Developed for inbound/outbound communication, booking meetings with 80%+ uplift in engagement vs traditional chatbotsPodcasting as a Marketing StrategyReed found success getting booked on podcasts, shares expertise through Surgecast servicePodcasting increases perceived authority and expertise with existing clientsOffers clients podcast booking service, guaranteeing 3 bookings per month for $500Podcast appearances often rank highly in Google search results, increasing online visibilityAI in Digital MarketingRapid changes creating both opportunities and challenges for small businessesReed focuses on bridging education gap, helping clients leverage new AI toolsDiscussed potential for AI to develop apps without coding in near futureExplored strategies for optimizing content for AI-powered search, like using question-based long-tail keywordsSmall Business Marketing ChallengesDigital marketing landscape increasingly complex for small businesses to navigate aloneMany business owners lack technical skills, starting with basics like professional email setupReed takes consultative approach, assessing client's tech comfort and tailoring solutionsThe Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that sit on websites, to increase engagement, dwell time, leads and conversions.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Transcend is Faisal Hoque's latest book. It provides readers with the road maps that will soon be upon us. Faisal shares his perspective on the intersection of philosophy, humanity, business and technology. It made for an excellent conversation on this week's The Next 100 Days Podcast.Summary of the PodcastDiscussing Faisal's background and new bookThe group shifts to discussing Faisal's background as a management thinker and author. Faisal explains that his new book "Transcend" explores the intersection of humanity, philosophy, management, and technology in the age of AI. He outlines a framework called "Open and Care" to guide the opportunities and risks of AI.Debating the societal impacts of AIThe conversation delves into a deeper philosophical discussion about the potential catastrophic scenarios if AI is not properly governed. Faisal expresses concerns about AI replacing jobs, especially for younger generations, and the risks of AI being controlled by a small number of people. Kevin and Graham also share their perspectives on the challenges of regulating emerging technologies.Exploring solutions and the role of governmentFaisal suggests that while governments may be slow to act, public pressure and the emergence of AI-related crimes will eventually force legislative action. He argues that a balanced, "middle path" approach is needed to harness the benefits of AI while mitigating the risks. The group discusses the difficulties of getting governments to effectively regulate AI.Recap and closing thoughtsThe hosts thank Faisal for the thought-provoking discussion and invite him to provide a testimonial about his experience on the podcast. Faisal expresses his appreciation for the challenging conversation and his willingness to return as a guest.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham founder of MicroYES, a Partner for MeclabsAI, which combines the world's biggest source of 10,000 marketing experiments with AI. Find Graham on LinkedIn.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Here's the rational for Inclusive Leadership - people are the backbone of organisational effectiveness. Scientific research shows that our hard-wired survival instincts can hinder our ability to lead and collaborate effectively in teams. By becoming aware of these instincts in ourselves and others, we can help each other succeed and perform better. Alex Draper's DX Learning provides the platform, tools, and capabilities for leaders and their teams to thrive in today’s workforce.Link to Alex's business page: https://www.dx-learning.com/Summary of the PodcastIntroductions and backgroundKevin, Alex, and Graham introduce themselves and discuss their backgrounds, including their experiences with technology and leadership training at large organizations like Royal Mail.Inclusive leadership and the CARE frameworkAlex explains his "CARE" framework for inclusive leadership, which focuses on providing Clarity, Autonomy, building Relationships, and ensuring Equity. He emphasizes the importance of adapting leadership styles to the unique needs of each team member.Challenges facing C-suite leadersThe group discusses how C-suite executives often lack awareness of the full scope of issues facing their organizations, and can struggle with imposter syndrome and lack of confidence in their leadership abilities. Alex suggests this is a key area where leadership training can have a big impact.Generational differences and communication preferencesThe conversation explores how different generations, especially younger workers, have varying communication preferences and comfort levels with technology. Alex advocates for leaders to adapt their styles to effectively engage all team members.Practical steps for improving leadershipAlex provides specific recommendations for leaders to improve in the next 100 days, including simplifying communication, actively building relationships by asking thoughtful questions, and regularly reflecting on their own leadership behaviors.Closing thoughts and key takeawaysAlex shares a few final insights, including the origins of Chicago's "Windy City" nickname and the importance of leaders being humble and focused on being human, rather than trying to be the smartest person in the room.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. Graham is the founder of MicroYES, a Partner for MeclabsAI, which combines the world's biggest source of 10,000 marketing experiments with AI. Find Graham on LinkedIn.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com