Etinosa said she doesn't have a nickname, but we felt she is the Pricing Maven! Get ready for some deep pricing insights on this week's episode of The Next 100 Days Podcast.

Etinosa, an expert in pricing and behavioural economics, discusses her approach to helping companies optimise their pricing strategies. She explains the "decision-offer pricing framework" which involves mapping monetisation zones, conducting pricing research, framing the pricing, and continuously testing and adjusting. Etinosa emphasises the importance of understanding customer psychology and value perceptions when setting prices.

Etinosa describes how companies often make the mistake of letting their sales team prioritise velocity over profitability, leading to excessive discounting. She explains how her team works to align the departments—sales, marketing, finance, and product— to develop a cohesive pricing strategy that captures the true value delivered to customers.

Etinosa discusses specific pricing tactics and frameworks, such as using "decoy pricing" to steer customers towards a preferred option, and the importance of understanding reference points and how customers evaluate value. She provides examples of how her team has helped clients reframe their pricing to be more effective.

Etinosa shares that in addition to her consulting work, she is also involved in real estate investing and financial counselling for individuals, which she finds very rewarding. She discusses how her background in behavioral economics informs her work.

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

Website Design agency "ALT Agency" was founded by Craig Murphy in 2005 and has grown to a team of 16, and is poised for significant expansion. In this podcast, we explore website design and what to consider in the age of AI.

• Craig, a neurodiverse founder with autism, has successfully built the agency by leveraging his strengths and adapting his leadership style
• The web design industry is evolving with AI, requiring agencies to educate clients and adapt strategies for brand building and search optimization

• Founded by Craig Murphy in 2005-2006
• Currently has 16 team members, recently added 5 new hires
• Expanding business development, development, design, paid media, and SEO teams
• Shifted from a Microsoft-style company culture to a more diverse team with varied personalities

• Shift from in-person meetings to efficient Zoom calls post-COVID
• Increased focus on ROI, lead generation, and conversion optimization
• Growing importance of AI in search and content creation
• Need for educating clients on AI's impact on web presence

• Three pledges: on budget, on time, and client satisfaction guarantee
• Money-back guarantee if clients are unsatisfied with designs
• Focus on high-end, luxury feel in their own website redesign
• Strong project management process to ensure client satisfaction

• Recently diagnosed with autism, which has influenced his approach to business
• Naturally gifted in coding and project management
• Learned to delegate responsibilities and trust team members
• Working with an executive director to structure the business for growth

• Mix of local Birmingham clients for smaller projects
• National clients for larger e-commerce and maintenance projects
• Specialising in web design, development, and digital marketing services

• Investing in team expansion ahead of anticipated growth
• Focusing on brand building through podcasts and media appearances
• Exploring AI-driven solutions for web design and customer interaction

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

Ann shares how reading the book Think and Grow Rich by Napoleon Hill in 1979 was a pivotal moment that set her on a path of personal and professional growth. Her credentials are long and impressive. Above all, she has an abiding personal commitment to serve.

The meeting begins with casual introductions and small talk between the three participants - Graham, Kevin, and Ann. They discuss Ann's background, her impressive construction career, and her work in personal development coaching.

Ann shares how reading the book "Think and Grow Rich" by Napoleon Hill in 1979 was a pivotal moment that set her on a path of personal and professional growth. She explains her approach of helping clients get clear on their financial goals, create a plan of action, and hold themselves accountable through mastermind groups.

The group discusses the "Next 100 Days" concept that Kevin and Graham use, focusing on setting achievable short-term goals rather than just long-term visions. Ann emphasizes the importance of an ongoing journey of growth and improvement, rather than just aiming for a final destination.

The group explores Ann's perspective on retirement, which for her means having the freedom to do what she wants, when she wants. She shares her vision of continuing to serve and impact lives well into her 90s, guided by a strong sense of purpose and mission.

Ann shares her passion for creating opportunities and representation for Black women in the male-dominated construction industry. She discusses founding the National Association for Black Women in Construction to provide a supportive community and open doors for the next generation.

Kevin and Graham reflect on the key insights from the conversation, emphasizing the importance of having a clear dream or vision, and challenging listeners to identify their own dreams. They express admiration for Ann's work and the positive impact she is making.

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