Dan Franks—professor, data scientist, and co-founder of Optify—joins Paul Fernandez to unpack one of the biggest misconceptions in business right now: AI doesn’t make decisions. Humans do.

In this episode of Mastering Business Growth, Dan explains why over-relying on AI tools like ChatGPT and language models can lead to bad calls in business, especially when context, judgement, and trade-offs are involved.

We dive into pricing optimisation, e-commerce growth, and how to combine AI with real-world insight to scale profitably and stay in control.

🎙️ Key Highlights:

Why AI tools fall short in real business decision-making

The difference between information, context, and action

How Optify is helping brands optimise pricing (without A/B testing)

When AI helps—and when it quietly costs you money

What founders still need to master in an AI-powered world

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At Innersound, we help businesses grow through strategic podcasting—building trust, generating leads, and creating standout content in our state-of-the-art York studio or on location across the UK.

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Steve Willicot, founder of Uncle Matt’s Hats, joins Paul Fernandez to share the deeply personal story of how he turned heartbreak into a brand with purpose—one that’s starting conversations around mental health and saving lives.

After losing his brother, Matt, to suicide during lockdown, Steve channelled his grief into creating a bold, purpose-driven e-commerce brand. Uncle Matt’s Hats isn’t just about premium headwear—it’s about breaking the silence on mental health, raising awareness, and building a movement through authentic storytelling and unique design.

This powerful episode explores the intersection of entrepreneurship, purpose, and resilience—proving that the strongest brands are often born from the deepest struggles.

🎙️ Key Highlights:

How personal tragedy led to the birth of Uncle Matt’s Hats

Why mental health awareness is woven into the brand’s DNA

Turning e-commerce into a force for good

The power of authentic storytelling in building a movement

How design, packaging, and experience create emotional connection

Why conversations around men’s mental health matter more than ever

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At Innersound, we help businesses grow through strategic podcasting—building trust, generating leads, and creating standout content in our state-of-the-art York studio or on location across the UK.

🎧 Book your FREE podcast pilot episode today:
👉 www.innersound.media

The Growth Guys help brands scale profitably with data-led, creatively-driven paid media strategies.
👉 www.thegrowthguys.co.uk

Loren von Sternberg, Head of Support at Pro Recruitment Group, joins Paul Fernandez to reveal why your online reputation matters more than your CV—and how hiring has evolved in 2025.

From the decline of traditional applications to the power of LinkedIn presence, Lauren shares insider tips on what recruiters really look for, how the recruitment landscape has changed post-COVID, and why personal branding is now a critical career tool.

This episode dives deep into how to stand out in a candidate-short market, what makes a recruiter take notice, and why video and online content are game-changers for modern careers.

🎙️ Key Highlights:

Why hiring has shifted from CVs to online reputation

How to make LinkedIn your most powerful career asset

The personality traits and soft skills recruiters can’t ignore

Why video can give you an edge when applying for roles

The dos and don’ts of crafting a standout application

What recruiters really think when they see your profile

📢 Enjoyed this episode?
LIKE, SUBSCRIBE, and hit the 🔔 to get more expert insights on careers, hiring trends, and business growth.

At Innersound, we help businesses grow through strategic podcasting—building trust, generating leads, and creating standout content in our state-of-the-art York studio or on location across the UK.

🎧 Book your FREE podcast pilot episode today:
👉 www.innersound.media

The Growth Guys help brands scale profitably with data-led, creatively-driven paid media strategies.
👉 www.thegrowthguys.co.uk