If you've ever looked at your business bank account and wondered, “Where did all the money go?”—this episode is for you. Discover why so many small business owners feel frustrated when their business shows a profit on paper but has no cash to show for it. In this powerful episode, certified Profit First professional Debbie Deknight breaks down how traditional accounting sets businesses up for financial confusion—and how the Profit First system flips the formula to help you take control of your cash flow, get clarity, and build sustainable profits from day one.

What you'll learn:

• Why your business can be profitable on paper but still cash-poor
• The simple mindset shift behind the Profit First formula: Sales – Profit = Expenses
• How to create financial clarity using multiple “small plate” bank accounts
• The importance of allocating profit first—even if it’s just 1%
• Why working with a certified advisor can fast-track your results
• Practical tips to start small and avoid common pitfalls when adopting Profit First

Debbie shares real-world advice from decades in the accounting industry and gives listeners a clear roadmap to reduce stress, build financial resilience, and finally stop dreading tax time. Whether you're in your first year or looking to overhaul your cash flow strategy, this episode offers immediate, actionable steps to start running a healthier, more profitable business.

Debbie Deknight is the founder of Right Way Profits and Bookkeeping LLC. She leverages her 30+ years of accounting expertise and her certification as a Master Certified Profit First expert to guide businesses toward financial clarity. She empowers business owners to make informed decisions that lead to real, lasting profitability. Debbie's goal is to help organizations achieve financial independence through clear and efficient cash flow and accounting strategies. If you're serious about building a profitable business, Debbie is here to provide you with the guidance you need for long-term success.

www.rightwayprofits.com

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In today’s crowded digital landscape, where businesses fight for attention and AI-generated content floods every channel, one element consistently cuts through the noise: genuine emotional connection. In this episode of The Business Behind Your Business, host Paul Sweeney sits down with Geoffrey Stern, founder and CEO of Voice Express and the consumer brand VoiceGift, to explore how emotional engagement can transform even the most ordinary product into something deeply memorable.

What you’ll learn:
Geoffrey shares how a voice-recording device used in the Build-A-Bear Workshop evolved into a powerful tool for emotional storytelling and connection across industries—from personalized gifts to aged care, education, and even neonatal therapy. He makes a compelling case that every business—no matter the product or service—has the potential to create lasting value through emotionally resonant customer experiences.

This episode challenges business owners to rethink what they're really selling. It’s not just goods or services—it’s meaning, memory, and connection. Whether you're a start-up founder or an established business leader, this conversation will inspire you to look at your offerings in a new light and ask: what emotional value are you creating?

Geoffrey Stern is an early pioneer of voice chip and network computing convergence. With multiple patents covering the online personalization of voice-enabled print media, Stern has been at the forefront of using Voice and on-demand media to drive commerce and enhance communication. Stern's products have been used in voice-enabled toys, sentiment expression, photo imaging, direct mail, packaging, and Point-of-Sale signage, to name a few. Stern founded and is the CEO of Voice Express Corp., which as the exclusive provider of Sounds to Build-A-Bear Workshop, has shipped over 80M electronic sound devices, enabling consumers to express their emotions and put a smile on the face of young and old alike.

Stern is currently focused on building the VoiceGift® consumer brand where gift-givers and crafters can express their emotions in the most natural way possible..... with their voice. Recently, Stern has been focused on using voice to enhance memory-making and promote increased exposure to the spoken word by young children by introducing the VoiceGift PLAY™ voice recorder for adults and children.

Stern also serves as president of PEF Israel Endowment Funds established in 1922 to enable tax deductible donations to Israeli non-profits. PEF touches every facet of Israeli life and provides support to the diverse population of Jewish, Muslim, Christian, Druze and Bedouin living in Israel.

Stern lives with his wife in Connecticut were they enjoy the sounds of their three children and four grandchildren when blessed with a visit or playing a VoiceGift.

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voice-express.com

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Public speaking is no longer just for TEDx headliners or CEOs on giant stages. Whether you're pitching to clients, speaking at industry events, or simply leading a team meeting, how you communicate can determine how your business is perceived. In this episode, Carmen Sederino, founder of Illuminated Story, reveals how small and medium business owners can turn public speaking from a fear into a business growth weapon.

Carmen shares how even the shyest business leaders can learn to deliver powerful, memorable messages—from one-on-one conversations to major keynotes. You'll hear practical, real-world tips for overcoming anxiety, shifting your mindset, and presenting in a way that creates real connection with your audience. This episode is packed with tools to help you stop hiding and start showing up with confidence and clarity.

💡 What You’ll Learn:

• Why public speaking is one of the most powerful marketing tools for small businesses
• How to overcome fear and anxiety before speaking
• Practical breathing and mindset techniques to calm your nerves
• The biggest mistakes people make when using PowerPoint (and how to fix them)
• How to transform any speaking opportunity into new business leads

Whether you’re an introverted expert, a numbers-driven accountant, or a passionate founder with a mission, this episode will show you how to bring your message to life—and why your audience needs to hear it.

Carmen Sederino is the founder and visionary behind Illuminated Story, a revolutionary approach to transforming high-stakes presentations into unforgettable performances. With a unique blend of theatrical artistry, business acumen, and communication expertise, Carmen has established herself as the premier strategist for leaders seeking to elevate their public speaking from mere words to lasting impact. Drawing from her background in theatre and two decades of experience in corporate business, Carmen crafts bespoke experiences that push the boundaries of traditional keynote presentations. Carmen's work architects moments that move markets, shape opinions, and catalyse change. For those who understand that true leadership is about more than just being heard—it's about being unforgettable—Carmen Sederino and Illuminated Story offer the ultimate pathway to commanding the spotlight and leaving a lasting legacy.

www.illuminatedstory.com

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