Ben Johnson leads Particle41, which exists to strengthen your team with flexible technology. That manifests as a team of our own that is uniquely able to exceed expectations during every step of a project. In a marketplace flooded with partners who over-promise and under-deliver, Particle41 is doing things differently.

Graham, Kevin, and Benjamin introduce themselves. Benjamin shares his background as a serial entrepreneur and founder of several tech companies, including his current venture Particle 41 which provides CTO consulting, software development, and other tech services.

Benjamin discusses how Particle 41 leverages talent globally, with teams in India, Brazil, Argentina, and the US. He emphasizes the importance of finding talented individuals and building diverse, execution-oriented teams to deliver the best service to clients.

The group discusses the critical importance of focusing on customer experience and ensuring businesses have the right processes, policies, and level of maturity in place (e.g. password management, subscription management, onboarding/offboarding procedures) to operate effectively.

The group explores the ethical implications of using AI, particularly in areas like content creation where AI can reduce authenticity. They caution against defaulting to technology just because it's available, and emphasize the need to thoughtfully consider the human element.

Graham and Kevin summarize the key takeaways from the discussion with Benjamin, highlighting his passion, purpose, and experience as a serial entrepreneur. They discuss potential opportunities to collaborate, including leveraging Benjamin's expertise in areas like RAG (Retrieval Augmented Generation) AI.

Graham Arrowsmith

Graham 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 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

Liz Steblay's business is about mentoring professionals. She champions self-employed professionals, protecting their rights as small business owners and helping them to create the career of their dreams.

Get Liz's book here: 6keys.info

Liz Steblay discusses her own journey from corporate consultant to successful solopreneur, and the common challenges and fears that people face when considering making the leap to self-employment. She emphasizes the importance of developing confidence and a growth mindset to overcome the "FUD Monster" (fear, uncertainty, and doubt).

She explains the importance of narrowing your focus and becoming known as an expert in a specific area, rather than trying to be a generalist. She provides tips on how to identify your niche and make yourself memorable to potential clients.

Liz advises that successful solopreneurs focus on building relationships and trust with clients, rather than traditional "sales" tactics. She emphasizes the value of networking and using social media to establish yourself as an authority in your field.

Wait! You'll discover a brilliant way to get the price you want for your services. Liz shares strategies for pricing your services effectively, including using a range rather than a single rate, and considering a hybrid model that blends hourly and value-based pricing. She cautions against underpricing to win business.

Mentoring Professionals expert Liz provides the details for her book "Succeeding as a Solopreneur" and her website 6keys.info, where listeners can learn more about her work and resources for solopreneurs.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He 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 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

Betsy Kent is a world expert on the formation of the Ideal Customer Profile. Since 2018, Be Visible has paved the way in identifying the perfect audience for businesses. Now with MeclabsAI, Betsy is creating Simulators for ICPs and that is transformational. Empower your business with smarter, faster, and more effective marketing driven by AI Agents and Customer Simulators.

Kevin and Graham introduce the podcast and welcome their guest, Betsy Kent, an expert in the creation of an Ideal Customer Profile (ICP). They provide background on how Kevin and Graham started the podcast years ago after meeting through an online marketing course.

Betsy explains that an ICP is a detailed profile of a business's perfect buyer - the person or people who will see immediate personal benefit in the offering and are in a position to say yes. She shares how she developed her own methodology for creating ICPs when working with clients, going beyond just demographics to deeply understand the customer's mindset, emotions, and decision-making process.

Betsy provides a case study of how she worked with a high-end dentist client to identify their ideal patients, leading to immediate improvements in how the dentist interacted with and converted prospects. She emphasizes the importance of truly understanding your target customer, rather than just casting a wide net.

Betsy discusses how she is now using AI to take her ICP process to the next level, creating "buyer simulators" that allow businesses to test ideas and content with a highly detailed, interactive version of their ideal customer. She explains the benefits of this approach compared to traditional market research methods.

Betsy shares her vision for making her ICP and buyer simulator tools more accessible and user-friendly for businesses to use themselves. The hosts and Betsy also discuss her other interests and plans for the future. The hosts thank Betsy for being a fantastic guest on the podcast.

Graham Arrowsmith

Graham 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 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

Career Mastery expert Becky Heidesch is the founder of two online career centres, and a US nationwide boutique executive search firm, where she has interviewed hundreds of executives and placed senior level women in dozens of industries in corporate America.

As a public speaker, she has led career seminars for companies and organisations, along with various women’s groups including, Women in Automotive, Women in Financial, Women in Government, and Women in Sports.

Becky discusses her background and the motivation behind writing her new book "The Career Master Class for Women". She shares insights on the unique challenges women face in the workforce, as well as universal career management strategies that apply to all professionals. Becky emphasises the importance of being proactive in managing one's career, especially given the rapidly changing business landscape.

Becky describes her experience working in executive search, including the rigorous 17-step process her firm uses to vet and place candidates. She explains how they aim to find the perfect "needle in the haystack" to fit the client's needs, and the importance of cultural fit in addition to skills and experience. Becky also discusses the guarantees and consequences of unsuccessful placements.

Becky outlines the key qualities she looks for in successful candidates, including strong skills, tools, education, and experience, as well as personal qualities like emotional intelligence, judgment, and work ethic. She emphasizes the importance of the "total package" and how her firm assesses candidates across multiple touchpoints.

Becky discusses the challenges and evolution of diversity, equity, and inclusion (DEI) efforts in hiring. She shares how her firm has adapted to client demands for more diverse candidate slates, and the need to balance talent and merit with addressing historical underrepresentation in certain industries and roles. Becky emphasises the importance of focusing on competency while also recognising the need for pipeline development.

Becky provides advice for professionals looking to make career changes or extend their working lives. She encourages finding the intersection of passion, skills, and opportunity, and being strategic about transitioning to new roles. Becky also highlights the benefits of leveraging the experience and wisdom of older workers to complement the digital skills of younger generations.

Graham Arrowsmith

Graham 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 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...

Nile Frater is the Founder of Masse, an innovative an AI & SEO agency that specialises in high-scale content campaigns for cutting-edge tech companies. In just 12 months, Masse has grown from $0 to over $1.5 million in ARR, leveraging a unique human-AI hybrid approach to SEO.

Originally from Glasgow, Scotland, Nile now resides in Andorra and continues to be at the forefront of SEO and AI, helping startups scale quickly and efficiently.

Graham and Kevin kick off the meeting, noting that there are more AI bots than people participating. They discuss technical issues with the meeting setup and getting everyone connected.

Nile shares his background, explaining how he developed expertise in SEO while running a previous company that was impacted by a Google algorithm change. He discusses the challenges of navigating Google's evolving guidelines and the need to quickly adapt to recover lost traffic.

Nile emphasizes the importance of creating high-quality, targeted content to rank well on Google. He explains how the shift towards shorter attention spans has led to the need for more frequent, digestible content that comprehensively covers a topic, rather than long-form "skyscraper" articles.

Nile discusses his agency's approach to using AI to assist with content creation, striking a balance between AI-generated and human-written content. He highlights the benefits of using AI to quickly provide foundational knowledge, allowing writers to focus on adding unique value and insights.

Nile shares strategies for ensuring AI-generated content sounds natural and avoids common AI writing patterns that can be detected. He notes the importance of adding human-written elements and opinions to create content that is indistinguishable from a human-written piece.

Graham and Kevin summarize the key insights from the discussion, highlighting the importance of content quantity and quality for SEO, as well as the potential benefits and challenges of leveraging AI for content creation. They discuss potential opportunities to collaborate on AI-powered tools and services.

Graham Arrowsmith

Graham 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 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

Joan focuses on Voice Tech, but her work is a dual fusion of technical innovation and systemic change.

The meeting begins with casual conversation between the three participants - Kevin, Graham, and Joan. They joke about mispronouncing each other's names and discuss Graham's podcast attire. Kevin and Graham welcome Joan to the podcast.

Graham asks Joan about her work highlighting biases in speech recognition systems, and how organizations can address these issues. Joan explains how datasets used to train AI often lack diversity, leading to systems that perform poorly for women and non-white individuals. She emphasizes the importance of having a range of perspectives represented in the development of AI.

Joan discusses how the democratisation of AI tools and platforms has made it easier for more people to build AI applications, but notes that this also means the data and models may not be representative of the full population. She advocates for greater inclusion in the AI development process.

The conversation shifts to the risks of AI-driven job displacement. Joan shares insights from her book "Your AI Roadmap", which provides guidance on future-proofing careers and building diverse income streams to mitigate the impact of AI-related job losses.

Joan describes her work with an agricultural technology company, Agria, where she is building data infrastructure and digital twins to help the company leverage data to improve crop yields and sustainability. She emphasizes the potential for data and AI to transform industries like agriculture.

The participants provide a brief recap of the discussion and thank Joan for her time. Graham and Kevin express interest in Joan's book and the potential for future collaboration.

Graham Arrowsmith

Graham 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 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

Laurier Mandin is a product marketing strategist and launching products expert who has guided hundreds of innovative products to market success. As founder and CEO of Graphos Product, he brings over three decades of expertise in helping product makers identify and penetrate resistant markets through visionary positioning and strategy.

The meeting begins with casual conversation between the participants - Graham, Kevin, and Laurier. They discuss topics like the French, Canadians, and a dog barking in the background. Graham then introduces the podcast and the guests.

Laurier discusses his book "I Need That" and provides advice on launching compelling products. He explains the importance of balancing radical innovation with familiarity to appeal to both the "dog brain" and the rational mind. Laurier uses examples like the Tesla to illustrate this principle.

Graham presents Laurier with a hypothetical scenario where he must convince Canadians that becoming the 51st US state would be beneficial. Laurier thoughtfully considers the potential pros and cons, highlighting cultural similarities between the two countries as well as differences in areas like healthcare and gun laws.

The group discusses the ethical balance between addressing customer pain points and preserving consumer well-being, especially when aggressive marketing tactics risk alienating those with deeply held beliefs. Laurier provides examples of both ethical and exploitative practices, emphasizing the need to consider potential harms to vulnerable consumers.

The participants wrap up the discussion, with Graham and Kevin expressing interest in exploring Laurier's expertise further, potentially through a beta testing program for Graham's AI-powered product analysis tool.

Graham Arrowsmith

Graham 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 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

Dr Rana Al-Falaki is all about Health and performance. Having perfected how to reach a state of flow where everything happens—laser focus, high productivity, financial wealth, powerful leadership, loving relationships, high energy, motivation, feeling at ease, in peace, joyful, and present—she works with professionals and teams to do the same, be that through coaching, speaking, or training.

• Dr. Al-Falaki transitioned from dentistry to coaching, developing the "NAIL IT" system for personal development and leadership
• She emphasizes the power of mindset, emotional intelligence, and reframing stress for better health and success
• The podcast hosts, Kevin & Graham, were impressed by Dr. Al-Falaki's positive energy and insights on personal growth and overcoming challenges

• Originally a dentist with multiple qualifications and specializations
• Experienced personal trauma and health issues that led to a transformative journey
• Transitioned to coaching and personal development, particularly for healthcare professionals
• Developed the "NAIL IT" system (Needs, Attitude, Integrity, Limitlessness, Intuition, Tangibility)

• Emphasizes reframing stress and changing one's perspective on challenging situations
• Discusses the impact of mindset on physical health and success
• Advocates for emotional intelligence and understanding one's core values

• Recommends authors/speakers like Joe Dispenza, Robin Sharma for personal growth
• Emphasizes the importance of authenticity and vulnerability in leadership
• Discusses the concept of "midlife crisis" as a transition in purpose and identity

• New book "Nail It Leadership" scheduled for release in summer 2025
• Focuses on raising consciousness and helping individuals respond rather than react
• Aims to leave a legacy of positive impact and personal transformation

Dr. Al-Falaki's website: https://ralfalaki.com/

Graham Arrowsmith

Graham 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 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