Episodes

  • #515 - Martin Booth - AI Copywriting

    #515 - Martin Booth - AI Copywriting
    Mar 6 2026
    How can AI Copywriting help Martin Booth, who has worked as a journalist and copywriter, but traditional clients are turning to large language models to draft their copy nowadays? An answer emerges during the conversation.Summary of PodcastThe rise of AI copywritingMartin shares his perspective on the growing impact of AI tools like ChatGPT on the copywriting industry. He explains how clients are increasingly turning to AI-generated content, which has reduced the demand for his services. The group discusses strategies for copywriters to adapt and remain relevant in this changing landscape.Opportunity in Answer Engine Optimisation (AEO)Graham introduces the concept of Answer Engine Optimisation (AEO) as a potential solution for copywriters to differentiate themselves. He explains AI copywriting is how AEO focuses on crafting content that is optimised for how AI language models like ChatGPT search and surface information, rather than traditional search engine optimisation (SEO) tactics. The group explores the technical and creative aspects of AEO, and the potential for Martin to position himself as an expert in this emerging field.Recap and next stepsKevin and Graham summarise the key insights from the discussion, emphasising the need for copywriters to adapt to the changing landscape and leverage AI tools in strategic ways. They express optimism about Martin's ability to capitalise on the AEO opportunity and become a thought leader in this space.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled eleven years ago to help businesses market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner of MeclabsAI, providing AI Agents, Workflows and Phone to Agent delivery systems. Now, Graham offers Answer Engine Optimisation so you get found by LLM search and Enterprise-level AI Solutions.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.comNOTE: Here's What Claude ThinksWhy copywriters are well-positioned:LLMs don't just scrape keywords; they evaluate coherence, clarity, and authoritative structureAnswer engines prioritise content that demonstrates expertise through well-reasoned arguments, not just SEO tricksCopywriters understand persuasion architecture - how to build credible cases that convince readers (and now, AI systems evaluating on behalf of readers)Direct response copywriters especially understand question-answer flow and anticipating objections - precisely what LLMs look for when synthesising answersThe critical shift required:Traditional copywriting optimises for human conversionAEO copywriting must optimise for AI comprehension then human conversionThis means explicit structure: clear topic sentences, logical progression, supporting evidence, contextual markersLess "clever" wordplay, more semantic clarity and entity relationshipsWhere copywriters have genuine advantage over AI-generated content:Domain expertise translation - taking complex client knowledge and structuring it authoritativelyEvidence marshaling - knowing which proofs, testimonials, data points establish credibilityQuestion anticipation - your direct response background means you already think in terms of buyer journey questionsUnderstanding what makes content citable and quotable by LLMsThe reality check: Those copywriters who were primarily executing formulaic landing pages or generic blog content were always vulnerable to AI displacement. But copywriters who can architect information authority - structuring expertise so AI engines recognise and cite it - that's a defensible, valuable skill.You're essentially asking: "Can craftspeople who've been building for human readers pivot to building for AI intermediaries who serve human readers?" The answer is yes, because the fundamental skill - persuasive information architecture - transfers directly.
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    53 mins
  • #514 Ash Seddeek - Executive Greatness

    #514 Ash Seddeek - Executive Greatness
    Feb 27 2026

    Where does Executive Greatness come from? By helping executives, founders, and leadership teams communicate with conviction, clarity, and presence.

    Ash is the Founder & CEO of the Executive Greatness Institute, where he has coached leaders at Cisco, Uber, Google, HPE, and Sprinklr to deliver powerful strategic narratives and keynote talks that inspire teams, boards, and customers.

    He has also founded the Duh AI company, an incubator for AI-driven ventures.

    The common thread across Ash's ventures and advisory work is conviction: the belief that when leaders communicate with purpose, people follow with energy and commitment. So, whether he is coaching executives, advising on digital transformation, or building AI platforms, his mission is to help people and organisations find their voice, tell their story, and realise their boldest ambitions.

    Summary of PodcastIntroductions and Banter

    The meeting begins with casual conversation as the participants introduce themselves and discuss topics like virtual backgrounds, lighting issues, and health concerns. They establish a relaxed, conversational tone.

    Executive Presence and Communication

    The discussion turns to the importance of executive presence and effective communication. Ash Seddeek shares his expertise in helping leaders craft and deliver impactful messages tailored to their audience. He emphasises the need for energy, storytelling, and adapting the delivery style.

    Investor Pitches and Audience Adaptation

    The group delves into the nuances of delivering effective investor pitches. Ash explains the importance of understanding the investors' perspectives and crafting the message accordingly, versus a more general employee communication. He highlights the need to build trust and excitement.

    The Role of AI in Communication

    The conversation explores the potential impact of AI on communication and presentation. Ash and the hosts discuss the balance between AI-powered tools and the value of human expertise, presence, and the ability to provide honest, trusted feedback.

    Wrap-up and Reflections

    The meeting concludes with the hosts and Ash reflecting on the key takeaways from the discussion, including the importance of energy, audience adaptation, and the evolving role of technology in communication. They express gratitude for the insightful conversation.

    The Next 100 Days Podcast Co-Hosts

    Graham Arrowsmith

    Graham founded Finely Fettled in 2014 to provide data from The UK High Net Worth Database to marketers targeting affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, creating lead generation AI Agents & Workflows and introducing the MeclabsAI Platform. Graham also provides an Answer Engine Optimisation solution to get your website in shape to be found by LLMs.

    Kevin Appleby

    Kevin 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
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    45 mins
  • #513 John McClarey - Dragon's Den

    #513 John McClarey - Dragon's Den
    Feb 20 2026
    With a Dragon's Den appearance being released the day before we release this podcast, we wanted our returning guest, John McClarey, on Business Fives to explain the process.Summary of PodcastKey TakeawaysDragon's Den Appearance: Business Fives will appear on Dragon's Den (Feb 19, BBC) after being scouted by producers. John McClary pitched for £50k for 5% equity to fund international expansion.Rigorous Vetting Process: The 5-month BBC vetting process was a "stress test" for the business, including deep financial due diligence and a psychological welfare check to ensure readiness for public scrutiny.Strategic Goal → Mentorship: The primary goal was mentorship from a Dragon, not just capital. The investment was earmarked for international research and a new CRM, not hiring, to protect the company's personal service USP.Podcast Release Delayed: The episode release was moved to Feb 20, 2026, to comply with a BBC embargo that prevents pre-show publicity and protects the broadcast's impact.Business Fives UpdateGrowth: Surpassed £1M revenue milestone.Operations: Delivers corporate charity sports events (football, rugby, golf) across the UK, Ireland, and Amsterdam.Charitable Impact: Raised nearly £1.4M for charity to date.Example: A winning team from Stockton (MAP Group) recently raised £3k for Butterwick Hospice, which was doubled via the Big Give campaign.Dragon's Den AppearanceOrigin: Scouted directly by a BBC producer, not via application.Pitch: £50,000 for 5% equity.Process (Feb–June): A 5-month, highly confidential vetting process.Due Diligence: Thorough financial review by the BBC to verify all claims.Psychological Welfare Check: A call with a psychologist to assess mental readiness for public exposure.Secrecy: The process was consuming, requiring John to internalize all details.Strategic Rationale for InvestmentPrimary Goal → Mentorship: To gain a strategic partner with a shared passion for the mission, not just capital.Investment Allocation:International expansion research (e.g., Australia, Abu Dhabi, US).New CRM implementation.Business Protection (Barriers to Entry):Network: A community of 5,000+ companies.Expertise: 10 years of perfected event management processes.Brand: The "As Seen on TV" status from Dragon's Den.International Expansion StrategyFranchise Model: A key option for non-English speaking markets (e.g., Hungary, Georgia).Rationale: Leverages local knowledge where the core team lacks it.Challenge: Protecting the brand and ensuring partner alignment with the mission.Vision: A "World Business Fives" tournament, modeled on FIFCO's international corporate leagues.The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled eleven years ago to help businesses market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner of MeclabsAI, providing AI Agents, Workflows and Phone to Agent delivery systems. Now, Graham offers Answer Engine Optimisation so you get found by LLM search and Enterprise-level AI Solutions.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
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    Not Yet Known
  • #512 - Marc Walton - Forex Mentor

    #512 - Marc Walton - Forex Mentor
    Feb 13 2026

    Marc Walton is a Professional Forex Mentor and Trader, and ex-fund manager, who has been working in the finance industry for over 25+ years. He started FMP in 2008 and mentors students on how to trade professionally.

    He retired from full-time trading in spring 2020 and now focuses on running Forex Mentor Pro, which is his passion. On top of that, he takes on a few private clients who wish to fast-track their trading progress each year. He also actively invests in metals, mining stocks, and cryptocurrencies, which he shares with students in his second business, Your Investing Future.

    Summary of PodcastRetirement planning and financial education

    Marc discussed the importance of financial education, noting that most people lack understanding of how money and the financial system work. He shared his own experiences of learning about personal finance, investing, and alternative income streams like trading and crypto. Marc emphasised the need to be proactive in managing one's finances and not relying solely on traditional retirement plans, which he believes are inadequate for the longer lifespans people are now experiencing.

    The impact of AI and automation

    The group discussed the growing impact of AI and automation on jobs, with Marc and Kevin sharing examples of how AI is already replacing certain tasks previously done by human workers, including graduate-level research and analysis. They noted that this trend will likely accelerate, requiring people to adapt and find new ways to create value.

    Retirement activities and challenges

    The conversation turned to the challenges of finding fulfilling activities and ways to spend time in retirement. Marc shared his own struggles with this, while Graham and Kevin acknowledged similar difficulties in figuring out how they want to spend their time post-retirement, beyond hobbies like golf that they don't find particularly engaging. The group agreed that maintaining mental and physical health is crucial.

    The Next 100 Days Podcast Co-Hosts

    Graham Arrowsmith

    Graham 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 Appleby

    Kevin 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
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    47 mins
  • #511 - Bill Squires - What Challenges Do Business Owners Face?

    #511 - Bill Squires - What Challenges Do Business Owners Face?
    Feb 6 2026

    Business Owners have plenty of challenges. We thought it would be helpful to invite Bill Squires to share his knowledge of those challenges, and more importantly, what to do about them in the next 100 days. Bill has a keen eye for commerce and finances. He wants to help individuals, teams, and businesses achieve their full potential. He has coached business owners (all with challenges), executives, and teams in all aspects of building rapid growth and profitable companies.

    Summary of PodcastBill Squires' background and coaching approach

    Bill Squires discussed his background, including his experience in the oil industry, getting an MBA, and then transitioning into business coaching about 8 years ago. He emphasized the importance of helping clients develop a clear vision and plan for their business, rather than just jumping into execution. Bill shared his 90-day planning process and the value of accountability in driving results.

    Challenges facing business owners

    Bill outlined some of the key challenges he sees business owners facing, including finding enough leads and customers, hiring and retaining good people, and getting their team to be more accountable. He noted that many business owners are working long hours but not seeing the financial rewards they expect.

    The role of planning and goal-setting

    The discussion explored the value of long-term planning, with Bill advocating for 5-year plans that get broken down into 90-day and weekly goals. Kevin challenged whether 5 years is too long to plan for, but Bill shared examples of clients who have achieved their ambitious 5-year goals by sticking to the plan.

    The evolution of coaching with technology

    Graham and Bill discussed the potential for AI-powered coaching tools that could scale Bill's expertise, while noting the continued value of in-person coaching and the importance of accountability that a human coach provides. They explored how technology and human coaching could complement each other going forward.

    Bill's coaching offerings and exit strategy

    Bill outlined his various coaching programs, including one-on-one, group, and community-based offerings. He also shared his plan to eventually step back from the business by bringing on additional coaches and a business development manager to sustain the community he has built.

    The Next 100 Days Podcast Co-Hosts

    Graham Arrowsmith

    Graham founded Finely Fettled eleven years ago to help businesses market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner of MeclabsAI, providing AI Agents, Workflows and phone-to-agent delivery systems. Now, Graham offers Answer Engine Optimisation so you get found by LLM search and Enterprise-level AI Solutions.

    Kevin Appleby

    Kevin 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
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    48 mins
  • #510 - Dave Rogers - Beyond The Business

    #510 - Dave Rogers - Beyond The Business
    Jan 30 2026

    Beyond the Business creator Dave Rogers, is also known as ‘The Business Explorer’. He's a previous TEDx Speaker, an award-winning Business Consultant, Coach and Author. For 30 years, he's been using that curiosity to help businesses tackle challenges.

    On top of that, Dave’s not your typical business consultant. Yes, he’s worked for big corporations. And yes, he knows how to turn lofty strategies into real, practical results. But what sets him apart is how he brings it all down to earth. He works alongside business owners, start-ups, and leaders to turn “what if” into “what’s next.”

    Summary of PodcastIntroduction to Dave's new membership service

    Kevin introduces the topic of Dave's new membership service for business owners, which Dave has been developing since his last appearance on the podcast about a year ago.

    Identifying the target audience

    Dave explains that the membership is aimed at business owners. You know, the ones who have built successful companies but are now feeling "stuck". Maybe their business is running them rather than the other way around. The goal is to help them find a different way of looking at their business.

    The membership structure and tiers

    Dave outlines the three-tiered structure of the membership. The entry-level provides self-reflection frameworks and tools, the middle tier offering group coaching and training, and the top "inner circle" tier providing more personalised one-on-one support.

    Feedback and suggestions on the membership model

    Graham and Kevin provide feedback and suggestions on the membership structure, including potentially removing the entry-level tier, increasing the pricing for the middle tier, and emphasizing Dave's personal involvement and expertise across all levels.

    The role of AI and automation

    The discussion turns to the role of AI and automation, with the group debating how to balance the use of technology with maintaining the human connection and expertise that Dave can provide.

    Wrap-up and well-wishes

    The participants wrap up the discussion, wishing Dave success with the launch of his new membership service and agreeing to stay in touch as he refines the offering.

    The Next 100 Days Podcast Co-Hosts

    Graham Arrowsmith

    Graham 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 Appleby

    Kevin 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
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    53 mins
  • #509 - Daniella Paolozzi - Handwritten Post

    #509 - Daniella Paolozzi - Handwritten Post
    Jan 23 2026

    If you’ve ever Googled handwritten post in the UK and then had a small financial wobble at the prices, you’re not alone. Daniella Paolozzi is proud to be a female leader of her handwritten marketing business. Choosing to market using handwritten post does not have to be a luxury beyond your marketing budget. Tune into this podcast to find out why it might be just the best decision you take in 2026!

    Summary of PodcastIntroductions and Handwritten Direct Mail

    Graham and Kevin introduce their guest Daniella Paolozzi, who describes herself as a "marketing nerd, website whisperer, and pen written direct mail enthusiast." They discuss Daniella's background in marketing and her transition to focusing on handwritten direct mail, which has proven to be a highly effective strategy for her clients across various industries.

    The Power of Handwritten Mail

    Daniella explains how handwritten direct mail stands out in an increasingly digital world, evoking a more personal and emotional response from recipients. She shares examples of impressive results her clients have achieved, such as a builder receiving £68,000 in new business from a 5,000-piece handwritten mail campaign. The group discusses how handwritten mail can be more cost-effective than email marketing due to its higher response rates.

    Personalisation and Customisation

    Daniella emphasises the importance of personalisation and customisation in her handwritten direct mail approach. She explains how her team uses technology to scale the process while maintaining a personal touch, avoiding a robotic or generic appearance. The group explores how this level of personalisation and attention to detail can help build trust and engagement with recipients.

    Daniella's Personal Journey

    Daniella shares her personal story, including her battle with cancer at a young age during the COVID-19 pandemic. She discusses how this experience has shaped her perspective and drive to make a positive impact through her business and charitable work, including using sustainable materials and giving back to the community.

    Podcast Insights and Opportunities

    The group discusses the challenges of podcast growth and engagement in the current landscape, as well as the potential benefits of transcribing podcast episodes to improve search engine optimization and discoverability. They explore ideas for incorporating the transcript into the podcast distribution and leveraging it for additional content opportunities.

    The Next 100 Days Podcast Co-Hosts

    Graham Arrowsmith

    Graham founded Finely Fettled in 2014 to provide data from The UK High Net Worth Database to marketers targeting affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, creating lead generation AI Agents & Workflows and introducing the MeclabsAI Platform. Graham also provides an Answer Engine Optimisation solution to get your website in shape to be found by LLMs.

    Kevin Appleby

    Kevin 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
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    49 mins
  • #508 - Faiza Patan - From Student to AI Engineer

    #508 - Faiza Patan - From Student to AI Engineer
    Jan 16 2026
    Faiza has gone from Student to AI Engineer, developing valuable solutions for MicroYES and Finely Fettled clients. Her skills include AWS, Linux, and DevOps. She hails from Southern India and will complete her MSc in International Management at York St John University in early 2026. She is currently developing lead generation AI solutions for Finely Fettled and MicroYES clients.Summary of PodcastKey TakeawaysFaiza Khan's career progressed from student to AI Engineer via a structured path: internship → placement → full-time hire.Her role involves building AI agents (e.g., "Phone to Agent") and Answer Engine Optimisation (AEO) to help clients get found in LLM answers, a critical shift from traditional SEO.The hiring process used Handshake, a university student-focused job platform, and video interviews, where key advice for students is to speak up, slow down, smile, and make eye contact.AI is shifting the workforce from manual research to higher-value roles like AI architecture, with low-code/no-code tools enabling non-technical entry.Faiza's Career ProgressionBackground: From Kadapa, Southern India, with a Bachelor of Commerce.Early Skill-Building: Completed a 6-month course in AWS, Linux, and DevOps in Bangalore while working in inside sales.UK Education: Choose York St John University for its placement year option, which Manchester Metropolitan lacks.Hiring Process:Platform: Found via Handshake, a university job platform.Video Interview: A key step where students answer AI-generated questions on camera.Career Path:Internship: Initial role at Finely Fettled and its brand MicroYES.Placement: Extended 9-month contract.Full-Time: Hired as an AI Engineer/Architect and Marketing Manager.AI in Business & MarketingMeclabsAI Platform: Faiza's work on this AI solutions platform includes:AI Agent Delivery Systems: Personalised agents, not generic chatbots.AI Workflows: Self-service tools, like a database query workflow on the https://finelyfettled.co.uk website."Phone to Agent": A new service for small businesses.An AI agent answers calls using the client's specific policies and pricing.Designed for natural conversation (e.g., "mm-hmm" confirmations, background noise).Rationale: Provides cost-effective, consistent phone support for busy professionals and small businesses.Answer Engine Optimisation (AEO):Rationale: Anticipates ChatGPT providing more answers than Google by early 2028, making AEO a critical marketing strategy.Goal: Structure website content to be found and cited in LLM answers.Execution: An AI agent guides clients through the process.The Value of Diversity: Kevin noted Faiza's value comes from her diverse perspective (age, gender, culture), which provides fresh insights.Advice for StudentsSet a Clear Goal: Define a career path and stay focused.Use University Resources: Actively leverage career services and platforms like Handshake.Prioritise Internships: Choose internships and placements over part-time jobs to build skills and experience.Video Interview Tips:Speak Up: Project your voice clearly.Slow Down: Pace yourself for better comprehension.Make Eye Contact: Look at the camera, not the screen.Smile: Convey a positive and approachable attitude.MicroYES is a brand dedicated to advancing the adoption of MeclabsAI, introducing a specialised AI Agent tailored for Business Coaches. This agent seamlessly handles client enquiries—whether via phone call or digital interaction—and taps directly into the coach’s proprietary knowledge base to deliver natural, human-like conversations. It enables coaches to maintain ongoing, personalised engagement by checking in on progress, ensuring both coach and client remain on course with their objectives. When questions or concerns arise, the AI Agent responds with thoughtful advice, grounded in the coach’s unique strategies and intellectual property, creating a reliable and scalable extension of the business coaching experience.Contact Graham Arrowsmith: graham@microyes.ai | +44 1535 654930 | https://microyes.aiThe Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled eleven years ago to help businesses market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner of MeclabsAI, providing AI Agents, Workflows, and phone-to-agent delivery systems. Now, Graham offers Answer Engine Optimisation, so you get found by LLM search and Enterprise-level AI Solutions.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
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    52 mins