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

Callum Gracie, founder of Otto Media and GIAI, is an expert in SEO & AI. On this podcast he shares an inspiring journey from professional musician to SEO & AI expert. Before COVID-19, Callum worked as a trumpet player and manager for The Bake Boys Band in Australia, booking over 500 events annually and managing approximately 100 creative professionals. When the pandemic hit, Callum lost everything due to severe Australian lockdowns that restricted events to 30-40 people. This crisis forced a career pivot into DJing (which was more pandemic-resistant as a one-person show) and eventually into digital marketing, where Callum now leads a team that has grown from 2 to 12 people in just 12 months.

Callum emphasised that traditional SEO tactics are becoming less effective as AI transforms how people search for information. Key points about this evolution:

• People can now get answers directly from AI tools without visiting websites
• Technical SEO remains important as a foundation but is no longer enough
• Content marketing and authentic storytelling are becoming crucial differentiators
• Digital PR is increasingly valuable - getting mentions from authoritative sources helps establish credibility with AI systems
• Business owners should focus on the EEAT guidelines (Experience, Expertise, Authority, and Trust)
• Optimize for Bing, not just Google, as ChatGPT uses Bing's search API to find relevant information

Callum shared several practical applications of AI for business:

• Used ChatGPT to analyze and improve sales funnels for clients
• Created AI-generated promotional imagery (including a branded vehicle with local landmarks) for a client website
• Developed AI workflows with a data scientist partner to analyze complex datasets
• Used AI to identify target journalists and publications for digital PR efforts
• Created project-specific AI agents that understand brand voice and specific business needs

Callum emphasised the importance of working with the right clients:

• "Find your ideal client...figure out who you like"
• Turns away more potential clients than accepted
• Seeks partnership relationships with deep trust and common goals
• Values clients who are excited about the work and aligned with the company's approach
• Focuses on being "relentlessly honest" with both clients and oneself

• [ ] Implement EEAT guidelines on websites to establish credibility (Experience, Expertise, Authority, Trust)
• [ ] Consider optimising for Bing search in addition to Google
• [ ] Focus on getting reputable publications and websites to mention and link to your business
• [ ] Incorporate authentic storytelling and personal elements into marketing content
• [ ] Explore how AI can automate repetitive customer communications (like annual service reminders)

Graham described the current moment as a "gold rush" for AI implementation in marketing. Callum agreed but suggested Australian businesses are generally a few years behind the US and UK in adoption. The most successful approach combines authentic content marketing with strategic digital PR, focusing on building relationships with journalists and creating shareable stories that demonstrate expertise and build authority.

Graham Arrowsmith

Graham founded Finely...

Bilal Jogi is the marketing director of the Royal Nawaab Pyramid Indian restaurant in Stockport. It's the biggest in the UK. He markets at scale and this podcast contains some of the secrets as to why they have hit the ground running in this iconic building.

Bilal Jogi, the marketing director for the Royal Nawab Pyramid / Royal Nawaab Group restaurant chain, is introduced. He provides an overview of the group's affordable luxury Indian/Pakistani cuisine concept, featuring a large buffet with live cooking in open kitchens.

Bilal discusses the group's recent takeover and transformation of the iconic Stockport Pyramid building, which had been derelict for years. He shares details on the scale of the project, the local suppliers and craftspeople involved, and the challenges of filling such a large space.

Bilal explains the group's innovative marketing approach, focusing on building anticipation and curiosity through social media, influencer partnerships, and providing an exceptional customer experience. He emphasizes the importance of great service, a diverse menu, and creating reasons for customers to return.

Bilal outlines the group's expansion plans, including a focus on corporate catering and events, as well as potential future acquisitions like a golf course or hotel. He also shares insights into the group's target customer demographics, which are predominantly non-Asian families.

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

Over the last ten years, Jamie has been growing a business from the ground up with no outside investment, working with councils across London and the South East to house hundreds of vulnerable people. These days, he is also investing in tech and buying businesses, so he's got a fair few stories, lessons, and scars to share.

Jamie shares how he has been an entrepreneur from a young age, starting with selling items at a wedding as a child. He continued pursuing various business ventures throughout school and university. However, he eventually dropped out of university to focus on his entrepreneurial pursuits.

Jamie explains that he co-founded a business with his father that provides social housing for local authorities, working with families in need of temporary accommodation.

In addition to the social housing business, Jamie has also invested in a social networking app startup. He shares that over the years, he has been involved in a variety of other business ventures, though not all have been successful.

Jamie reflects on some of the key lessons he has learned as an entrepreneur, including the importance of focus, building the right team and management. It is important to be willing to take action rather than overthinking opportunities.

Jamie discusses his recent launch of a new podcast called "Driven" which features interviews with entrepreneurs, business owners, and others pursuing their purpose. He shares the goals and approach behind the podcast.

Jamie explains his focus on building his personal brand and leveraging AI tools to be more efficient in his business and podcast efforts. He sees this as an important part of pulling in new opportunities.

Looking ahead, Jamie shares that his main priorities are continuing to grow his property business, especially through acquisitions, while also scaling his podcast and personal brand initiatives. He acknowledges the challenge of juggling all these priorities.

The hosts, Graham and Kevin, provide their final thoughts on the conversation, praising Jamie's entrepreneurial drive and ability to take action, while also noting the importance of building the right team and processes to support rapid growth.

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

Bizzics is a combination of physics and business. Our guest Chip Higgns is the author of The Bizzics Way. He's a business strategist, leadership coach, and former banking executive with over 35 years of experience helping small business owners.

Explaining the "Bizzics Way" concept

Chip explains that "Bizzics" refers to applying the physics law of momentum to business. He was inspired by the idea of momentum being crucial in business, and worked with a physicist friend to better understand the underlying physics principles.

Momentum, energy, and velocity in business

Chip delves into how the concepts of mass, velocity, and energy relate to business. He discusses the importance of entrepreneurial energy and passion, as well as the need to define clear direction, distance, and timeframes (velocity). He also explains how "mass" in business relates to the density and uniqueness of the value proposition.

Scaling coaching through AI

Chip shares that he has developed an AI-powered coaching platform called "Expert Loop" to make his expertise more accessible and scalable to small businesses. He explains how the AI is trained on his book content to provide on-demand guidance and planning support.

Recap and closing

The hosts, Graham and Kevin, recap the key insights from the conversation, particularly around Chip's innovative approach to scaling coaching through AI. They express appreciation for Chip's perspective and the valuable discussion.

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

Katrena is an expert in personal brand development and the founder of the Business Mentor Institute. A leader in business mentoring with over 25 years’ experience, Katrena transforms professionals into industry leaders and is a pioneer in personal brand development and business mentoring. As the creator of the acclaimed Becoming the Expert methodology, Katrena has guided thousands of aspiring consultants, coaches, and executives to build thriving, purpose-driven businesses.

• Katrena offers a unique 12-month coaching program with unlimited access, focusing on building personal brand businesses
• Her approach includes creating multiple income streams (book, speaking, training, coaching, facilitation, consulting) for clients
• Katrena emphasizes the importance of addressing psychological barriers and balancing masculine/feminine energies in entrepreneurship
• The podcast hosts reflect on the value of personal branding through podcasting vs. book writing

• 12-month program with unlimited access for clients
• Focuses on deep, meaningful relationships rather than arm's-length coaching
• Maximum of 20 clients per year, with groups of 5 active at a time
• First 90 days involve heavy lifting: building assets (book, website, brand, signature program, social media)
• Combines business strategy with therapeutic coaching to address psychological barriers

• Creates 7 streams of income for clients: book, speaking, training, coaching, mentoring, facilitation, consulting
• Writes the client's book in 7-30 days, based on a two-day kickoff session
• Builds website, brand, and signature program (valued at $5k-$20k)
• Targets both career transitioners (often 50+ years old) and young entrepreneurs

• Addresses introvert vs. extrovert challenges
• Balances masculine and feminine energies
• Tackles limiting beliefs from childhood experiences
• Uses a light trance state to access the unconscious mind for rapid change

• Katrena prefers a free-flowing, channeled speaking style
• Found TED Talk format too restrictive and memorization-heavy
• Trains clients to speak confidently without scripts or extensive memorization

• Hosts reflect on podcasting as a potentially quicker route to personal branding
• Podcasts offer exposure to new audiences and showcase a personality more easily
• Books are still valuable as "expensive business cards" and confidence-builders

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