Building your LeaderBrand - Personal Branding, Digital Marketing, Sales, Leadership & Linkedin for Expert Business Owners & Executives.

If you’re good at what you do, you’re probably busy. And if you’re busy, you’re probably not doing the things that would make your business work better without you. That’s the trap most expert-led businesses fall into - and it’s exactly what this conversation with Gareth Everson is about.Gareth is a systems coach who’s spent 15 years helping around 450 small business owners build better sales systems. He’s the author of The Lemonade Plan - a practical framework for generating predictable profit through refreshingly simple processes. He’s also a software developer and currently building a software product based on the Lemonade methodology.For any consultant, coach, or expert who has ever wondered why a less capable competitor seems to be doing better - this episode will give you some uncomfortable answers and some very actionable ones.✳️ The sales cycle of doom is real - and most experts are stuck in it. You’re so focused on delivering the current work that you stop filling the pipeline, which means you take whatever comes next rather than what you actually want.✳️ Most businesses are one-hit wonders when it comes to follow-up. Gareth’s research shows 85% of people who will ever buy from you won’t do so for over 100 days - yet most businesses stop following up after a week or two, leaving the field wide open.✳️ Your website is almost certainly working against you. If the only calls to action are “get a quote” or “contact us,” you’re only ever speaking to the 1-3% of visitors who are ready to buy right now - and ignoring the rest entirely.Gareth’s Amplifiers✳️ Strategy - Build to extract, not to sell. With only 0.3% of UK businesses achieving a meaningful exit sale, Gareth’s advice is to generate enough consistent profit to extract and invest - including up to £60,000 per year per director into a pension (SIPP). Start with the Rebel Finance School for a practical framework around this.✳️ Tactic - Build your greatest hits sequence. Rather than following up once or twice, create a structured nurture sequence that runs for months - or even years - after someone makes an enquiry. Download chapter 12 of The Lemonade Plan free at lemonadeplan.com/chapter.✳️ Tool - NotebookLM Web Importer. A £39 Chrome extension that lets you feed entire YouTube playlists into Google’s NotebookLM, turning hundreds of hours of content into a private, interactive knowledge resource you can query directly.If this episode got you thinking about what your pipeline actually looks like - and what it should look like - follow or subscribe wherever you get your podcasts.Find out more about Gareth here garetheverson.com - weekly email essay and blogLinkedIn, Instagram - @GarethEversonlemonadeplan.com/chapter - Chapter 12, the greatest hits sequenceTime stamps00:00 Introduction00:34 Bob's intro and the Personal Brand Business Roadmap01:51 Meet Gareth Everson - systems coach, author, and software developer04:12 Why software thinking applies directly to business05:33 What profit should actually look like in a small business08:33 The universal vicious cycle of competence09:10 The sales cycle of doom - what it is and why it matters10:15 Two business coaches, two very different outcomes12:39 Starting with the end in mind - working back from the experience14:00 Pricing fear, proposals, and the danger of discounting too soon16:21 Why prospects go quiet - and what to do instead18:49 The Quote Not Booked sequence - following up for years, not weeks21:00 Why most websites only serve 1-3% of visitors22:06 The logical lead generation mix for service businesses23:31 One-hit wonders vs greatest hits - Gareth's follow-up framework25:00 The 85% rule - most buyers won't buy for 100+ days29:44 Proactive lead generation - the mix that works32:48 Paid media - how little you actually need to spend37:49 Keeping the right clients and filtering out the wrong ones40:25 Gareth's amplifiers - strategy, tactic, and tool41:55 Amplifier 1 - Build to extract, not to sell (and the Rebel Finance School)46:27 Amplifier 2 - The greatest hits sequence (lemonadeplan.com/chapter)48:15 Amplifier 3 - NotebookLM Web Importer51:01 Where to find Gareth51:44 Bob's closing thought----Get your copy of my Personal Brand Business BlueprintIt's the FREE roadmap to starting, scaling or just fixing your expert business.www.amplifyme.agency/roadmap----Subscribe to my Youtube!! Follow on Instagram and Twitter @bobgentleJoin the Amplify Insiders Facebook Community : www.amplifyme.agency/insidersPlease take a second to rate this show in Apple Podcasts. ❤ It will mean a lot to me.

Most of the leaders I speak to are somewhere between curious and quietly anxious about AI. They know it matters. They're not entirely sure where to start. And the public narrative - redundancies, replacement, disruption - isn't helping anyone think clearly.Martin Wheatley works with senior leaders to rethink how work gets done with AI. His background is financial services - large teams, process improvement, regulated environments at scale. He brings a grounded, practical lens to a conversation that often generates more heat than light.If you've been dabbling with ChatGPT and wondering whether there's more to this than a slightly clever search engine, this one's worth your full attention.Three things we got into:✳️ Psychological safety is the leader's first job with AI - before your team can experiment, they need to know it's safe to try, fail, and learn in the open. Leaders who build that environment move faster than those who don't, and the organisations that are getting this right aren't cutting headcount - they're creating roles that didn't exist before.✳️ AI is brilliant at systems and pretty poor at emotion - most leadership doctrine already leans too far into command-and-control thinking. Doubling down on AI without balancing it with human judgment isn't progress. The leader's job is to provide the emotional and strategic intelligence the tools can't replicate.✳️ Delegation is the hidden AI skill nobody's talking about - setting clear expectations, checking work, correcting course. That's already your job. It's also exactly what working effectively with AI requires. If you can master delegation, you're already ahead of most people using these tools.Martin's amplifiers - things you can do right now:✳️ Read Empire of AI by Karen Hao - it covers the rise of OpenAI, how the models were built and trained, and some of the less visible human and environmental costs involved. Good context for any leader who wants to understand what they're actually working with, beyond the marketing.✳️ Revisit Carol Dweck's growth mindset - Martin's seen people go from being the loudest AI detractors in a business to becoming its biggest internal champions. The willingness to be a beginner again is what separates those who adapt from those who get left behind.✳️ Try WhisperFlow (or VoiceInk if monthly fees aren't your thing) - press a button, talk at your screen, let the AI distil what you're actually trying to say. Martin uses it daily for prompting. It's faster and more honest than typing because your brain stops filtering what comes out.If this was useful, hit follow so you don't miss what's coming next. And if you've got a moment before you get on with your day, a five-star review wherever you listen to podcasts makes a genuinely noticeable difference.Find out more about Martin : https://www.theaileaderlab.com/& connect with him on Linkedin : https://www.linkedin.com/in/martinjwheatley/Apple Podcasts Timestamps00:00 - Introduction and episode preview00:49 - Bob's intro - the Personal Brand Business Roadmap02:00 - Why AI is a leadership conversation, not just a technology one02:50 - Martin Wheatley - background and what he does05:00 - Psychological safety and the AI narrative08:09 - The creative explosion hiding behind the efficiency story10:30 - What IKEA and Costco are actually doing with AI13:03 - What you get when you strip people out to chase efficiency14:35 - Command and control leadership vs what AI needs from you17:13 - How the average leader gets started with AI19:07 - Why structured learning matters more now than ever20:34 - How Martin works with individual leaders23:00 - Managing tool risk - don't put all your eggs in one basket25:08 - Why most people still can't run a proper Google search26:31 - Everyone is becoming a manager of agents28:39 - The imagination gap - why we need a roundtable29:14 - The Multiply Method Roadmap - PRIME explained32:45 - Amplifier 1 - Empire of AI by Karen Hao34:48 - Amplifier 2 - Carol Dweck's growth mindset36:10 - Amplifier 3 - WhisperFlow (and VoiceInk)37:51 - Where to find Martin Wheatley38:46 - Outro and links----Get your copy of my Personal Brand Business BlueprintIt's the FREE roadmap to starting, scaling or just fixing your expert business.www.amplifyme.agency/roadmap----Subscribe to my Youtube!! Follow on Instagram and Twitter @bobgentleJoin the Amplify Insiders Facebook Community : www.amplifyme.agency/insidersPlease take a second to rate this show in Apple Podcasts. ❤ It will mean a lot to me.

Most conversations about pivoting assume something has gone wrong. This one doesn't.Luria Petrucci has spent 20 years building audiences online - she started before YouTube existed, she's in the podcast hall of fame, and she has a thriving business. And right now she's doing something that most established people find harder than starting from nothing: choosing to move towards something new when everything is already working.That tension - between what you've built and what you know is next - is one of the most common things I see in the people I work with. The whisper of something more. The idea that's been sitting there for ten years. The version of you that's waiting for permission. Luria names all of it honestly, and that's what makes this conversation worth your time.Three key areas we covered:✳️ Most pivots feel enormous from the inside - but from the outside, they're usually a small shift, not a leap. What makes them feel massive is releasing the identity and habits that served the old version of you.✳️ The curse of expertise doesn't just affect your content - it affects your pivot too. Knowing too much can make you want to carry everything across. One video, one takeaway, three bullet points. The same discipline applies to how you communicate who you're becoming.✳️ The "yapping" trend - casual, handheld, conversational video - works because it signals authenticity and builds parasocial relationships. For anyone in a pivot, it's one of the most accessible ways to build a new audience in parallel with an existing one.Luria's three amplifiers:✳️ 10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy - the 10x framework forces you to make genuinely different decisions rather than incrementally better ones.✳️ Step outside, turn off the phone, and journal without AI. Getting your thoughts out in your own words - not prompted, not polished - reconnects you to who you actually are and what you actually think.✳️ Release what served the old version of you. Old habits, old identities, old ways of operating become dead weight when you're levelling up. Recognising the difference between what got you here and what will take you further is one of the most underrated things you can do.If this resonated, you'll find more conversations like this every week on Building Your Leader Brand. Follow or subscribe wherever you listen, and if you're on Apple Podcasts, a five-star review goes a long way.Luria's Website : https://livestreamingpros.com/room/Apple Podcasts Timestamps00:00 - Welcome and introducing Luria Petrucci02:27 - Twenty years in video - how it all started05:34 - Introverts on camera - why it works better than you think09:20 - The mirror problem - why we see ourselves so harshly12:00 - The community mirror exercise - what others actually see15:40 - Leadership, vulnerability, and the reluctance to start again18:02 - Transmitting on an authentic frequency19:23 - The curse of expertise - saying less to communicate more22:31 - One video, one takeaway - the three-question framework25:32 - Repetition in content - why saying the same thing again is a strategy27:52 - The yapping trend - casual video and the three universal languages31:55 - Yapping vs live streaming vs produced video33:03 - Parasocial relationships and why they feel real38:01 - Luria's pivot - building in public from scratch43:40 - Pivoting from a position of strength - the confirmation bias trap49:39 - Entrepreneurial loneliness and creating space for honest conversations53:11 - The three amplifiers58:01 - Amplifier 2 - nature, journaling, and stepping away from AI01:00:19 - Amplifier 3 - releasing what served the old you01:00:50 - Where to find Luria and how to join the pivot community----Get your copy of my Personal Brand Business BlueprintIt's the FREE roadmap to starting, scaling or just fixing your expert business.www.amplifyme.agency/roadmap----Subscribe to my Youtube!! Follow on Instagram and Twitter @bobgentleJoin the Amplify Insiders Facebook Community : www.amplifyme.agency/insidersPlease take a second to rate this show in Apple Podcasts. ❤ It will mean a lot to me.