Curious Business: Insights for B2B Growth

After eight years as Head of Marketing for Red Bull UK and Europe, Huib van Bockel walked away to build something the industry told him couldn't work - an energy drink made entirely from nature, with 60% less sugar, and no artificial ingredients. Every manufacturer he approached said it wasn't commercially viable, but he found one willing to try. Today, Tenzing is the third-biggest energy drink brand in Tesco, and number one in London universities and climbing, proving that you can take on the "big dogs" of the soft drinks world. Former Red Bull marketer Hub Van Bockel tells the story of founding Tenzing, the low‑sugar, all natural ingredient energy drink inspired by Himalayan brews and named with the blessing of Tenzing Norgay’s family. The episode covers Huib's idea, starting-up, early business development and pivoting on flavour, building and growing with communities, retail partnerships, winning major listings (including Tesco, Waitrose, Sainsbury's, Morrisons, ASDA) and minority investment by Heineken. Listen to this episode to find out: Why every soft drink from apple juice to Red Bull has 11% sugar — and why Huib refused to follow the formula The overlooked advantage small brands have that Coca-Cola and Monster can never replicate, no matter what they spend How Tenzing grew by embedding in communities and the next-generation for who believe that "run clubs are the new nightclubs" The winning go-to-market approach Huib wishes he'd used far more when starting out   Find out more about Tenzing, buy online: https://tenzingnaturalenergy.com/ Connect with Huib on LinkedIn: https://www.linkedin.com/in/huib-van-bockel-8454834/   Books mentioned and recommended in this episode (affiliate links):  Daniel Kahneman ‘Thinking Fast and Slow’  https://uk.bookshop.org/a/15792/9780141033570 Richard Branson ‘Losing my Virginity’ https://uk.bookshop.org/a/15792/9780753519554 Phil Knight ‘Show Dog’ https://uk.bookshop.org/a/15792/9781471146725   -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

How much can we influence people with advertising? What’s the best way to understand and model buyer behaviour? How should we set about growing market share? James Hankins has worked in agency, consultant and client roles, tackling these very questions. In this episode, he challenges marketing myths and woolly thinking, and explains why understanding your market matters more than chasing funnels. The conversation blends practical strategy with behavioural insight to help marketers - and leaders - make better decisions. I worked at the same media agency as James in the 2000s (Walker Media). Since then, his insights have regularly appeared in the marketing press, at the IPA, and in my LinkedIn feed. He’s a veteran of the UK's major media and advertising groups and, more recently, Global VP Marketing Strategy and Planning for Sage. He’s also the creator of the Share of Search and Hankins Hexagon models.  Listen to this episode to learn: Why market dynamics are the gravity upon which strategy and execution must be built How Share of Search works and how it gives the rest of us valuable market share data Why funnels are misleading and how the Hankins Hexagon is better for marketers looking to influence buyers    The impact of slowing SaaS growth on businesses like Sage How brands, influence and ‘share of model’ will likely play out in the world of ChatGPT   All that, and this episode features the podcast’s first mention of devil worship.   The Hankins Hexagon: https://www.marketingweek.com/forget-funnels-new-model-path-to-purchase/ If you’re a WARC subscriber, the full paper is here: https://www.warc.com/content/paywall/article/warc-exclusive/the-hankins-hexagon-a-new-practical-model-for-the-path-to-purchase/en-gb/137888? More about Share of Search and how to calculate yours: https://www.myshareofsearch.com Connect with James on LinkedIn: https://www.linkedin.com/in/james-cp-hankins/ Read James' blog: https://theeqplanner.wordpress.com -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Chris Brogan shares some brutally honest insights about leadership, growth and being helpful. He's a self-proclaimed expert at failing, but what does that mean? And how can leaders learn from it to keep their organisations flexible and effective even as they grow at speed? Ten-time author, executive coach, strategic advisor, writer, photographer and co-host of the internet’s Backpack Show and Playing For Time, Chris is a master communicator. As Chief of Staff at Appfire, he most recently helped steer the B2B SaaS company from $10m to $275m of ARR (annually recurring revenue). Despite this, he claims he's never been ‘capable or qualified’ for anything he's done professionally.  This is a conversation packed with wisdom, experience and smart thinking. And a very dry reference to the Red Hot Chilli Peppers that went right over my head at the time. Listen to discover: what Chris thinks is crucial about failure and failing, the traits that make for great (and not so great) leaders, why companies lose their elasticity as they grow - and what you can do about it, what he wants to do for the rest of his life, why he’s learning to code, some excellent tips for cold email marketing, and  the philosophical lessons we should take from the Red Hot Chilli Peppers. Connect with Chris on LinkedIn: https://www.linkedin.com/in/cbrogan/ Sign-up for his newsletter: https://chrisbrogan.com/#newsletter   Check out that Anthony Kiedis/Red Hot Chilli Peppers reference: https://www.youtube.com/watch?v=8DyziWtkfBw   The report about the gender difference in confidence when it comes to apply for roles: https://hbr.org/2014/08/why-women-dont-apply-for-jobs-unless-theyre-100-qualified   And due credit to The Adaptavist Group's Jari Worsley for the story about his dad training spreadsheet users back in the day. Read more here: https://bit.ly/4onTjXJ   Further reading: Chris Brogan ‘Social Media 101’ (affiliate link) https://uk.bookshop.org/a/15792/9780470621004   Chris Brogan & Julien Smith ‘The Impact Equation’ (affiliate link) https://uk.bookshop.org/a/15792/9780670922406   Ryan Holliday ‘ Ego Is The Enemy’ (affiliate link)  https://uk.bookshop.org/a/15792/9781781257029   Chris Whipple ‘The Gatekeepers’ (affiliate link) https://amzn.eu/d/1m2wNHl   -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

In this episode of the Curious Business podcast, we meet Ella McKay, founder of Fatso. The provocatively named chocolate brand is bringing unapologetic indulgence to dark chocolate and putting ethical sourcing at its core. Ella shares the story of her journey from corporate marketeer to entrepreneurial risk-taker, and provides invaluable insights into effective business strategy and how to use consumer research. If you’re building a brand in a crowded market, you’ll learn how being provocative and staying true to your values helps you cut through the noise. Sometimes you need to break the rules to make an impact. Hear how Ella established partnerships with cacao farmers in Colombia and why she believes gut instinct, learning by doing, and calculated risk-taking trumps analytics, especially for small businesses trying to innovate and challenge. Tune in to hear all about: The story behind the provocative brand name Building ethical supply chains with Colombian cacao farmers Navigating retailer relationships and learning when not to take ‘no’ as an answer The production disaster that nearly derailed everything Plans for new formats and products, and making the dark chocolate category sexy The skills and training that best prepared her for the challenges   This episode is perfect for founders, brand builders, food entrepreneurs, and anyone who believes business should be built on passion, ethics, and a healthy disregard for doing things the conventional way.   Buy online from Delli Market: https://delli.market/collections/fatso Buy online from Holly & Co: https://holly.co/storefront/fatso Buy online and read more about Fatso ‘from farm to face’: https://sofatso.com/shop/ Find your nearest retailer : https://sofatso.com/stockists/ To buy the book ‘Thanks For The Feedback’ (recommended in the podcast): https://uk.bookshop.org/a/15792/9780670922635 (affiliate link) And visit the Curious Business bookshop: https://uk.bookshop.org/shop/curiousbusiness (affiliate link) -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

How do you turn a 15-person tech shop into a £300m global powerhouse? Is it instinct – or experience? What are the tough calls that fuel B2B growth? And how do you keep ahead and keep pushing forward? Over the last 15 years, Simon Haighton-Williams, CEO of The Adaptavist Group, has led the company to annual revenues over £300 million. On a mission to make business work better, the Group now comprises over 1,000 employees in more than 15 countries, helping companies gain a competitive edge through its software and consultancy services. A staggering 57 million users work with its products, solutions, and services, including more than half of the Fortune 500. Tune into this episode to hear: The formative experiences that shaped Simon’s personal vision of business The key transitions in scaling from 15 people to a £300m group Why calculated risks are the only path to growth How systems thinking and empathy are the fundamentals Why thriving means being comfortable outside your comfort zone Learn more about The Adaptavist Group and check the Digital Etiquette reports: www.theadaptavistgroup.com/ Connect with Simon on LinkedIn: https://www.linkedin.com/in/simonwilliams/ -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

How do we move beyond AI hype to take advantage of the real opportunities for business strategy? Who’s using AI well already, how does it reshape reality and who can we learn from? What happens when AI upsets your value chain and how can you maintain your competitive advantage?  In this episode of Curious Business, Stephen Morris welcomes Sangeet Paul Choudary, renowned author and business strategist to Fortune 500 companies. They explore the themes in Sangeet’s latest book - Reshuffle - and dive into what AI really means for individuals, businesses and industries. Fuelled by keen insights and profound understanding, Sangeet highlights the foundational shifts occurring from task-centric to system-centric views, and gives leaders a framework to rethink their strategies and reimagine their organisations to take advantage. Listen to this episode to find out: How AI is shifting focus and why we should be looking beyond optimising tasks to reimagining entire systems Why the hype around GenAI isn’t unique but why it might, however, be distracting us from what really matters The often surprising exemplars who are using AI to restack the odds in their favour, and the two reasons imcumbents typically struggle How AI turns previously scarce information into abundant knowledge, and how to find value in what is scarce and defensible What skills are crucial for the transition to an AI-driven economy - and what can we learn about commoditisation from performing magicians?   Buy the book (affiliate link): https://amzn.eu/d/dw4CfN4   Connect with Sangeet on LinkedIn: https://www.linkedin.com/in/sangeetpaul   Sign-up for updates on Reshuffle and Sangeet’s thinking on Substack: https://platforms.substack.com/ -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

What do you do when people won’t pay a sustainable price for the high quality product you’ve worked so hard to produce? How do you get started in your career and find your passion? The co-founder of Hive Mind Mead tells all. Kit Newell, co-founder of the Great Taste Award-winning honey drinks brand, shares how his career in advertising and design prepared him for entrepreneurship - and the key skills that helped him build a business stocked in over 50 M&S stores. Listen now to hear all about:  The journey from advertising, design and product management to an award-winning ‘modern mead’ business How (and why) Hive Mind pivoted from high-quality honey to a modern honey-based drinks business The interplay between intuition and analytics, and the main thing Kit would do differently if the business started again How they’ve built the business, adding stockists and distribution, and what Kit spends most of his time doing Why they found themselves listening to heavy metal till sunrise four or five nights a week?   🔗 Explore Hive Mind Mead and buy online: hivemindmead.com   🛒 Find them in M&S (until end of September): See locations -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Is communication a soft skill or is the most powerful tool in your armoury? In this episode of Curious Business, Nima Abu Wardeh, author of The Brilliant Communicator argues that it can easily be the difference between success and failure. Do you deliver your message so in a way that engages your target audience? Do you resonate with what they care about so your message takes root? Speaking from her experiences as a presenter, moderator, trainer and  broadcast journalist with a background in medical engineering, Nima shares crucial tips and business insights for better communication. Listen now to learn from her "brilliant communicator" framework, the foundations that set up you up for success. She recounts real-world examples from her time presenting on BBC World and FT TV and explains the ways that people often fail to connect. Whether you're an aspiring entrepreneur or a seasoned corporate executive, pitching to investors or inspiring your team, you'll learn how to elevate your communication skills and realise your version of success. Tune in to hear: The secrets of standing out and seducing the people you want to reach (with your ideas)  How school conditions us to mis-communicate The misalignment that cost NASA $125m How companies fumble their media appearances and misunderstand their goals Prep, focus and land your message for maximum impact Grab 'The Brilliant Communicator' book: - at Bookshop.org (affiliate link, supports local bookstores) Get weekly tips from Nima, sign up for her newsletter: - at www.thebrilliantcommunicator.com Connect with Nima:  - on LinkedIn -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Band logos sit at the intersection of design, culture, and belonging, and can stir up no end of passion, nostalgia, and debate. In the book Logo Rhythm, Jim K Davies and Jamie Ellul have uncovered the stories behind 93 of the best band logos (and a few solo artist logos) of the last 60 years. In this podcast, we talk about how they came about and what business branding can learn. The book lovingly explores legendary (and not-so-legendary) bands and their legendary brands, revealing whether they were created by designers, agencies, the bands or even the drummer’s dad. It raises questions about what makes for an unforgettable logo, and identifies the marques that have influenced wider design and branding, or wound up on the t-shirts of today's pre-teens. Tune in to learn: Who do they think is the best-branded band of the last seven decades All about the seven-year process of bringing the book into the world Why Taylor Swift doesn’t have a logo What’s so odd about The Beatles’ logo How do band logos fit into the current music (and design) landscape   -- Buy 'Logo Rhythm' the book: -  at Bookshop.org (affiliate link) Connect with Jim: - Jim on LinkedIn - Totalcontent Connect with Jamie:  - Jamie on LinkedIn - Supple Studios   Mentioned in this episode: - Tat by Andy Altmann (affiliate link)   -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Is GenAI a revolution or merely an evolution of data-driven innovation and automation? Dan Klein has been at the forefront of data-driven tech for thirty years. From the timeless principles guiding how he helps organisations and the need to test GenAI’s output, to finding the value and championing curiosity, he provided real food for thought in this conversation with Stephen Morris. As someone who has been working with neural networks, deep learning, automation and data-driven decision-making since the 1990s, Dan sees GenAI not as a revolution but as a continuation. Don’t go after the tech; think about how you can improve your business, focus on continuous enhancements and foster a culture that encourages small-scale innovation by those at the sharp end. He illustrates his view with references from real-world experience in the aircraft, automotive, banking, government and other sectors. Dan believes we must champion curiosity to ensure organisations continue improving and adapting to new possibilities. However, he thinks many organisations neglect to maintain employees’ skills and use their knowledge and perspective to drive innovation. We must ensure experienced teams focus on doing what GenAI can’t – questioning, experimenting, and inventing. “The individuals who exhibit curiosity in the workplace,” he says, “always do substantially better than those who do not.” In the rapidly advancing world of AI, curiosity stands out as a differentiator between those who will thrive and those who may be left behind. You’ll learn: How GenAI can augment human decision-making The precursors and technological changes that paved the way for Generative AI   What GenAI means for managers and management The blockers that will stop many organisations from transforming and leveraging AI What it means for the workforce of the future – onboarding, training and collaboration The intricacies of synthesising information, managing data, and making informed decisions in evolving tech landscapes   --  Connect with Dan on LinkedIn. Listen to Dan's Data Today podcast on Apple Podcasts or Spotify (or wherever you get your podcasts). Join Dan for kayaking, whale watching and lots more on the beautiful shores of Lake Sunart in Scotland. -- Mentioned in this episode: Barbara Minto 'The Pyramid Principle' (affiliate link) W. Edwards Deming 'The Essential Deming' (affiliate link) -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

It seems we're awash with data these days. It's meant to improve decision-making and outcomes. While sales data tells us what has happened, it rarely tells us why it happened. It also tells us nothing about what didn't happen. Why did a customer walk away? What didn't they choose — and why? In this podcast, I talk to Tessa Stuart who dives into the mysteries of actual consumer behaviour almost every day. Tessa works in the food and drink retail space, helping brands to understand customers and decode their preferences, choices and actions. She helps to reveal the mindset behind the metrics. These consumer insights bring the numbers to life and transform how companies present themselves to customers when it matters most. Known as 'The Shopper Stalker', Tessa shares her journey from advertising focus groups to becoming a leading voice of live customer insight via attempting to sell her children to Innocent drinks. Featured on Radio 4's The Today Programme, she's also the author of two books about getting stocked and then getting picked off the shelf. What Tessa does is eminently transferrable outside of food and drink, listen to 'What Data Doesn't Tell Us' to find out: Tessa's approach and how she became the Shopper Stalker What she's learned about how consumers think and behave How real-time encounters can help brands connect with customers What her observations of buyer behaviour reveal about how brands should present themselves How augmenting sales data can help us connect with actual customer needs -- Connect with Tessa on LinkedIn. Sign up for her insight-packed newsletters. Buy her books on Amazon: Packed and Flying Off The Shelves. -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

What’s the best way to get employees talking about your business on social media? And is it worth doing? Are people influenced by what people say about their employers? In this episode, Stephen Morris speaks with employee advocacy expert Andrew Seel about the value, tools, benefits and best approaches, as well as its vital role in marketing and brand strategy. Andrew is an accomplished expert in employee advocacy and social media. With a distinguished career that began at AOL, he navigated the landscape of early online communities. After founding one of the UK's first social media agencies, he identified the powerful potential of employees as brand advocates. This led to the launch of the first UK-based employee advocacy platform, Togethr. Working with well-known brands like John Lewis and Partners, BT, HSBC and the Post Office, Andrew’s passion is making digital communication more authentic and personal.  Listen to this episode of Curious Business to learn: What employee advocacy is and how it can work for marketing, sales, recruitment and employees. Why authenticity and trust are the key elements in an effective advocacy strategy. The best ways to encourage, motivate and help employees to participate. How a structured approach, ongoing training and support are essential. Togethr’s step-by-step guide to establishing employee advocacy and their ten-level advocacy scale.  The unexpected benefits and ways employee advocacy can build trust, enhance recruitment and boost brand visibility.   Find out more about Togethr and its approach: https://www.wearetogethr.io/ Connect with Andrew on LinkedIn: https://www.linkedin.com/in/andrewseel/ Check out Andrew’s podcast: https://www.wearetogethr.io/resources/podcasts   Mentioned in the episode: - B.J. Fogg 'Tiny Habits' (affiliate link)   -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Join Christopher Martlew as he shares essential strategies for managing change in the era of AI and rapid business evolution. Managing change is perhaps the most challenging of capabilities, not just for organisations but for individuals, teams and leaders, too. We may not know exactly how the intersection of AI and business will impact our lives, but it will definitely involve significant transformations. Faster and more frequent change, too. In this episode of Curious Business, I talk to Christopher Martlew, author of Leadership Recharged and Changing the Mind the Organisation. He explains how we need to make strategy more organic and responsive. Leaders need to move beyond vision-setting, owning change so they can accelerate and improve their ability to adapt. In the process, we discussed topics like: Do people actually like change, and how well-prepared are we for it? What happens when the AI agent on your management board disagrees with the rest of the leadership team? Is having 53 direct reports the way for leaders to go? What happens when IT is everywhere, not just in the IT department? Connect with Chris at https://www.tangiblemanagement.nl/ Buy 'Changing the Mind of the Organization' on Amazon. Order Chris' latest book The Digital Executive (affiliate link) Also mentioned in this episode: Capital in the 21st Century by Thomas Picketty (affiliate link) -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Stephanie Forrest is the founder and CEO of comms specialists TFD. She joins the podcast to share her experience working with disruptive and emerging technology businesses. From working with startups to global companies, Stephanie shares her expertise in crafting engaging narratives that resonate with diverse audiences. Hear how the communications landscape has evolved and learn effective strategies getting talked about in a crowded media space. Whether you are a startup trying to carve a niche or an established brand looking for a fresh approach, this episode provides practical tips and real-world examples of driving engagement and creating meaningful connections. Listen to this episode to find out about: The media and content landscape and what it means for brands Knowing why people should care about your company or product Finding your business’ story and making sure it’s something people understand What stops messages from 'cutting through' and shaping a story that connects How TFD frames and supports stories to make sure they engage journalists and readers Connect with Steph at www.wearetfd.com. The Adaptavist Group’s latest Digital Etiquette report ‘Mind the Generational Gap’ is available here: https://www.theadaptavistgroup.com/resources/insights/digital-etiquette/generational-gap -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.

Karen Green is a retail sales expert, keynote speaker and best-selling author. I wanted to talk to Karen about her latest book – Buyerology – and how understanding buyers helps us sell better. She started her career as a professional buyer – for Boots and Tesco – before moving to the other side of the negotiating table. Since then, she has used her experience to help business owners sell to professional buyers too. With Buyerology, however, Karen has created an approach to help you sell to all kinds of people (not just those who do it for a living). Not only that, it can be applied to all kinds of ‘selling’ (such as career development or selling yourself) to make it a fundamental part of how you execute your business plan. Listen to this episode to find out: The surprising lengths professional buyers go to in order to gain leverage How to not sell When you should start building your leverage and power for sales conversations How you can use the BUYER framework to sell yourself The hardest thing to do in a negotiation Connect with Karen at www.buyerology.co.uk and buy the book on Amazon.  Also referenced in this episode: Never Split The Difference by Chris Voss. -- Thanks for listening to Curious Business, the business podcast that brings you fresh insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris. I help start-ups and scale-ups gain clarity, take action and ignite real momentum in their marketing and pipeline generation. If you'd like to know more, book a discovery call or sign-up for my monthly newsletter - The Prompt. If you'd like to talk about how a podcast can build reach, enhance authority and fuel your pipeline, visit www.curiousbusiness.co.uk.