Most marketing tells people what to think. The best marketing lets them figure it out — and love you for it. In this episode, we break down how World Gym and David Ogilvy nailed it, and how you can too.

In marketing, most brands tell people what they want them to hear — instead of speaking to what the audience actually cares about. This episode shows you how to flip that.

We break down two brilliant examples: World Gym’s promise of results you can feel, see, and hear, and David Ogilvy’s legendary Rolls-Royce ad where the loudest sound at 60 mph is the ticking of the clock.

Both work because they speak directly to real desires — confidence, attraction, perfection, luxury — without spelling it out. They let the customer connect the dots.

You’ll learn how to uncover what your audience truly wants, translate features into subtle proof, and craft messages that let people feel smart for figuring it out themselves.

Everyone throws around the word “utility” in crypto — but here’s the dirty little secret: most tokens that claim to be utility are really just fundraising in disguise. If you don’t know the difference, you’re exactly the kind of investor, founder, or operator who gets burned when the hype runs out.

In this episode of One To Deploy, Daniel Martin breaks down the real difference between utility tokens and fundraising tokens — no fluff, no jargon, just the straight truth you need to separate the signal from the noise. You’ll learn:

-> What a true utility token actually is (and why most don’t qualify).

-> How fundraising tokens work, and why they’re closer to shares than anything else.

-> Why projects blur the lines — and how regulators like the SEC and ASIC view it.

-> The practical test: how to spot whether a token has genuine use or is just financial engineering.

-> Why both token types can have a role, and how smart projects handle the distinction.

Whether you’re an investor looking for the next real opportunity, or a founder thinking about launching your own token, this episode will give you the lens to cut through the noise. By the end, you’ll know exactly what to look for — and you’ll be harder to fool by slick marketing or half-baked roadmaps.

One insight, one strategy, one concept you can deploy straight away. This week, it’s all about the tokens — and what they really mean for the future of crypto.

Search engines are dead. Well… not quite. But the way people find information has shifted forever. We don’t “search” anymore—we ask. And when we ask, we expect a straight answer. Not a list of links. Not a scroll through ten blue websites. A clear, authoritative, single answer. That shift has given rise to something you’ve probably never optimised for before: Answer Engine Optimisation. And if you don’t adapt, your business risks becoming invisible in the age of AI-driven search.

In this episode of One To Deploy, Daniel Martin unpacks the new frontier beyond SEO—how Answer Engine Optimisation works, why it matters, and exactly how you can start implementing it in your business. You’ll learn:

-> What Answer Engine Optimisation actually is (and how it differs from traditional SEO).

-> Why voice assistants, AI tools, and “zero-click searches” are rewriting the rules of visibility online.

-> How to identify the real questions your customers are asking—and structure your content so you become the answer.

-> The role of featured snippets, schema markup, and conversational language in winning visibility.

-> Simple, practical steps you can start today to put your brand in front of the right people, at the right time, in the right format.

This isn’t theory. It’s the playbook for making sure your business doesn’t get left behind while AI assistants and answer engines shape the next era of discovery. By the end of this episode, you’ll know how to make your business the one that shows up—not just in search results, but as the answer itself.

Google is about to flip Search on its head. Instead of showing a list of links, its brand-new AI Mode serves up full-screen, conversational answers powered by Gemini AI. It’s live already in the US, Canada, India and New Zealand — and when it lands in Australia, it will change how people discover and trust your business overnight.

In this episode of One To Deploy, Daniel Martin breaks down:

• What Google AI Mode is and how it works
• How it differs from ChatGPT (and where it’s stronger)
• Risks and opportunities for Australian brands
• A 4-step action plan to get ready before launch

Whether you’re a small local operator or a national brand, this episode is your playbook for surviving and thriving in Google’s new AI-first world.

Listen now — and be first in your market to adapt when AI Mode hits Australia.

Q&A - What is the Future of Crypto in your opinion?

Crypto isn’t dead. It isn’t hype. And it isn’t going away. In this episode of One To Deploy, Daniel Martin answers a listener’s question: “What does the future of crypto really look like?”

We explore five shifts already underway: crypto as a store of value (digital gold), tokenised ownership replacing traditional shares, secure on-chain settlement for big transactions like property, faster cross-border payments without SWIFT, and the evolution of national currencies into digital, crypto-native forms.

Then we zoom out: as governments lose influence and platforms gain it, “money” may increasingly live inside corporate ecosystems. Think payments that behave more like WeChat/WePay and less like a bank transfer.

Learn more about KYMAi and the on-chain strategy behind it at knowyourmarket.ai (https://knowyourmarket.ai) and coin.knowyourmarket.ai (https://coin.knowyourmarket.ai).

What does running a boxing gym really teach you? Spoiler: it’s not about the fighters.

In this episode of One To Deploy, I share the biggest lessons I learnt from owning a boxing gym — lessons that apply far beyond the ring.

Here’s what I cover:

• Why rules and boundaries are essential for both members and staff
• The surprising balance of people management: simple in theory, tough in practice
• Why you should hear everyone’s opinion but not act on them all
• The importance of sharing your vision consistently with your team
• Why over-communicating beats assuming people understand
• How “fighters” build the brand but classes pay the bills
• The brutal reality of watching every dollar and cent when rent eats half your income
• Why pricing “right” is more powerful than being cheap
• How marketing only works when you repeat the same message again and again
• Why events are great for brand but rarely for profit
• The tough truth about Australian employment laws in fitness
• Why brand clarity matters more than almost anything else
• How small presentation changes transform member perception
• The trap of investing in things you think are important versus what members actually care about
• A lesson in customer value: why 20-minute PT sessions beat 30-minute ones

If you’ve ever thought about opening a gym — or any business — this episode gives you the raw, unfiltered lessons that matter most.