This episode features Alex Foster, the owner and director of Caversham Picture Framer. Alex discusses his nearly ten-year journey in the industry, evolving from an art historian into a business owner focused on bridging the gap between academic art history and creative craftsmanship. He emphasises that successful business growth stems from embracing mistakes as learning opportunities and starting as early as possible to minimize life risks.

The conversation explores the expansion of his business beyond framing into the creation of the Caversham Print Club and an onsite gallery. Alex also explains his shift in measuring success: rather than focusing solely on immediate art sales, he prioritises growing a community through email newsletter sign-ups to keep customers in his ecosystem.

Finally, the discussion covers Alex's upcoming projects, including his major goal for 2026: opening a new gallery and retail space in Henley. He details his reliance on robust systems and processes to manage multiple locations and delegate tasks to his team. He concludes by encouraging listeners to join his newsletter to become part of a growing local arts community that offers everything from art classes to wine tastings.

KEY TAKEAWAYS

Shift Your Success Metrics to Long-Term Assets: Instead of judging events or exhibitions solely by immediate sales, Alex redefined success as the number of new email addresses added to his newsletter. This "ecosystem" approach builds a community that drives sales months or years down the line.

Scale Through Systems and Delegation: To move from being a "craftsperson" to a business owner, Alex focuses on creating robust, repeatable processes. By setting up systems that allow staff in different locations to handle sales and administration, he frees himself to focus on high-level projects and expansion.

Don't Wait for "Perfect" Experience to Start: Alex advises starting a business as early as possible because "on the job" experience is the only way to truly learn. He emphasises that while you will inevitably make mistakes—such as his own "false start" with the Print Club—those errors are manageable as long as you learn and adapt your strategy.

TIME CODES

00:00 Welcome

00:32 Introduction to Alex

02:46 Alex's business advice to his younger self

04:27 Why Alex decided to start the Print Club and lessons learned

07:24 The creation of the galley in The Caversham Framer

08:27 Why Alex decided to start organising exhibitions

09:01 Identifying a measurement of success for the exhibitions

10:56 The importance of hiring marketing consultants to get input

12:42 How a frame changes the experience of a picture

14:56 Framing from an interior design perspective vs framing to enhance the artwork

15:39 How people are guided through the process of choosing a frame

17:04 Alex's role within his business

20:26 Alex's projects moving forwards

22:35 Why Alex is looking to establish a base in Henley

23:40 Alex's final thoughts

This episode provides an in-depth exploration of the awareness stage within growth funnels, highlighting how this initial phase establishes the systems necessary to connect with an audience effectively. I break down the framework for this stage into three critical pillars: utilising data to truly understand audience needs, taking control of your digital and physical narrative, and leveraging third-party credibility to overcome perceived bias. By focusing on these elements, businesses can ensure a holistic approach to the customer experience right from the first point of contact.

Key Takeaways

Prioritise Data Over Assumptions

There is often a significant difference between what you think your audience wants and what they actually need. To bridge this gap, you must look at how you are gathering and interpreting both quantitative and qualitative data. Using these insights to direct your offers and content ensures your strategy is truly audience-driven, helping to generate revenue and increase engagement across your platforms.

Take Control of Your Narrative

You must actively manage your digital and physical presence by ensuring the content you put out aligns with how you want to be perceived. For example, if you want to be seen as a strategic industry leader, you should regularly publish thought leadership pieces, offer expert advice, or conduct interviews with other key figures. Taking control of this narrative ensures that when potential customers find you, they see a consistent, professional image that hooks their interest immediately.

Secure Third-Party Validation

Because audiences naturally perceive self-published content as biased, they will often perform their own independent research to verify your claims. It is essential to encourage credible, well-respected third parties to talk about your work to provide an unbiased perspective. When industry figures or external reviews corroborate what you say, it builds a level of trust and credibility that self-promotion alone cannot achieve.

TIME CODES

00:00 Welcome

00:39 What is the Awareness stage of a growth funnel?

00:50 Do you know who your audiences are?

01:34 Your digital and physical presences

02:10 Secure third-party validation

02:28 Real-world example | Cold Email

03:30 Evaluation of the cold email example

05:30 Takeaways from the real-world example

07:31 Conclusion

Ep.82 Why Your Team Resists Change (and How to Fix It)

This episode features Paul Cook, the founder of The Transformation Guide. Paul has 30 years of experience in change management, and discusses the human side of business evolution. He emphasises that true transformation is driven by engaging employees from the grassroots level rather than imposing mandates from the top down.

The conversation explores the distinction between change and transformation. Paul introduces his CHAOS methodology, designed to guide teams through the "messy" process of growth by establishing a Compelling Vision, engaging the Heart, driving Action, maintaining Open Communication, and finally delivering the Service.

Finally, the discussion covers practical advice for businesses of all sizes, from large corporates to small manufacturers, highlighting that "anyone can do this" with the right tools. Paul shares his personal journey of scaling his business through social media and a newsletter, concluding with the goal to "have more coffees" to build authentic connections. He encourages leaders to put themselves in their customers' shoes and empower their internal teams to fix problems from within.

KEY TAKEAWAYS

Transformation is a Structural Rebuild, Not a Cosmetic Fix: While "change" might involve small tweaks like updating decor or a new kitchen, true "transformation" is like rebuilding a house from the foundations up so that it cannot return to its old form.

The Best Ideas Come from the "Grassroots": To avoid employee resistance, leaders should drive change from the bottom up rather than the top down. When teams are given the tools to analyse problems and design their own solutions through workshops, they become personally invested in the outcome.

Authentic Connection is a High-Value KPI: Paul emphasises that "anyone can do this" and suggests that business owners prioritise authentic human interaction—such as his goal of "having more coffees"—to build networks, gather customer feedback, and tell their business story effectively.

TIME CODES

00:00 Welcome

00:31 Paul's background

00:52 How Paul came to start The Transformation Guide

02:18 The difference between change and transformation

03:20 Situations when companies need to change

04:11 Dealing with change in companies of different sizes

05:26 An example of how Paul helped a team through a change

07:35 The key ingredients that can help a team to change

08:20 When people resist change

08:39 Paul's CHAOS methodology

11:10 How Paul has developed his business over time

12:59 Why Paul decided to hire an ops manager

15:08 The problem with putting off activities

16:22 Paul's plans for this year

17:17 How to approach networking

18:15 Paul's advice for people on how to view and explore change

20:48 Paul's final advice for businesses

This episode features Peter Andrijeczko, a Reading-based cyber security expert and Information Security Manager. The conversation delves into the human side of security, defining it as the essential practice of protecting valuable data from "bad actors". Peter emphasises that employees serve as a business's first line of defence and highlights the importance of education in spotting threats like phishing.

We also discuss the evolution of security models, moving from traditional "bastion" defences to the modern Zero Trust approach—a "verify, don't trust" philosophy that constantly monitors network activity. The role of AI is examined as a "Cold War" tool used by both defenders to monitor systems and attackers to launch more sophisticated breaches.

Finally, the conversation covers practical strategies for both large organisations and "the little guy," including the use of cloud technology and password managers. Peter concludes by offering five immediate privacy tips—such as disabling email preview panes and stripping photo metadata—to help individuals protect their digital footprint.

KEY TAKEAWAYS

1. Employees are Your "First Line of Defence"

Technology alone cannot secure a business, as the human element is the most critical factor. Peter emphasises that educating staff on how to spot reconnaissance activity is essential, as most attacks—like phishing—rely on human error to succeed. Rather than reprimanding staff for mistakes during simulations, businesses should focus on training them to be the primary alert system for unusual activity.

2. Move Toward a "Zero Trust" Model

The traditional "bastion" or "castle" defence—where everyone inside the office network is automatically trusted—is no longer sufficient in an era of remote work. Business owners should consider a Zero Trust approach, which operates on the principle of "verify, don't trust".

3. Use Risk Analysis to Balance Cost and Protection

Cybersecurity is about mitigating risk, not achieving absolute perfection. Peter advises business owners to categorise their data by sensitivity—for example, a client database is far more valuable than general sales documentation—and apply protections accordingly. Instead of spending infinite amounts of money, owners should use a cost-benefit ratio to invest in tools (like firewalls or cloud services) that provide the highest reduction in risk for their most sensitive assets.

TIMECODES

00:00 Introduction and welcome to Peter

00:42 What is Cyber Security?

03:10 What problems do companies face when it comes to Cyber Security

06:18 How can businesses minimise problems on the front line of defence

07:12 How has AI impacted cyber security

12:37 Process for applying Cyber Security

16:02 How do you communicate difficult subjects for CEOs

16:44 How do you communicate difficult subjects for employees

19:10 What problems do smaller companies face

20:55 Peter's planned cyber security talks at the Ukrainian centre

24:24 Change resistance | How do you get people to take on board changes

26:65 Peter's final advice for individuals

This episode focuses on the importance of customer funnels and how they provide the systems and processes necessary to serve customers effectively. We delve into the intersection of various marketing models, highlighting the contentious debate between traditional funnels and circular "flywheel" model proposed by HubSpot. The interview then highlights Maria's framework—the AICAL model—which focuses on Awareness, Interest, Consideration, Action, and Loyalty to ensure a holistic approach to the customer experience.

KEY TAKEAWAYS

Implement the AICAL Framework for Clarity: Utilise the AICAL model—Awareness, Interest, Consideration, Action, and Loyalty—to identify exactly where a potential client is in their journey. This structure helps you provide the specific help or information a customer needs at each unique stage of their interaction with your business.

Prioritise Value Over Immediate Sales: Focus on keeping potential customers in your "ecosystem" by providing regular, helpful content like newsletters or podcasts. Even if they never make a purchase, providing free value builds trust and encourages those individuals to recommend your business to others.

Focus on Incremental Growth and System Testing: Avoid the trap of trying to fix the entire customer journey at once; instead, focus on one small part, such as the awareness phase, for a month or two. Consistently test your systems—especially the "Action" phase—to remove technical hindrances and ensure it is as easy as possible for customers to do business with you.

This episode features Julie Williams, an executive coach and founder of Coaching Reading, who discusses her transition from corporate marketing to coaching and her mission to ignite "authentic leadership" within individuals and teams. Julie brings over 15 years of senior marketing experience and a decade of specialised coaching expertise to the conversation.

The conversation delves into the intersection of brand and leadership, highlighting how Julie helps leaders align their personal values with their organisation's culture. She describes her role as "lighting fires"—a philosophy that inspired her own podcast—where she helps clients spark internal change to overcome professional plateaus and the "loneliness" of leadership.

The discussion also touches on the vital topic of community and collaboration. Julie emphasises the importance of building local networks, exemplified by her work with Coaching Reading, a community interest organisation that provides accessible coaching.

Finally, the conversation covers the importance of purpose-driven growth and the power of word-of-mouth in building a sustainable business. Julie concludes by encouraging listeners to identify what truly motivates them, using those insights as a foundation for setting meaningful goals and a clear vision for the future.

KEY TAKEAWAYS

1. Close the Gap Between "Brand" and "Culture"

Many business owners focus heavily on external marketing but neglect the internal culture. Julie highlights that for a business to be truly successful and authentic, the internal culture (how your team behaves) must align with the external brand (the promises you make to customers).

2. Combat the "Loneliness of Command" Through Community

Julie discusses how business owners often feel isolated, bearing the weight of every decision. She emphasizes that "lighting a fire" within your business often requires a sounding board—whether through a coach, a mastermind group, or local networks like Coaching Reading.

3. Shift from Management to "Lighting Fires"

Moving from being a "manager" who controls tasks to a "leader" who inspires others is the key to scaling. Julie explains that identifying your own core purpose—and what motivates your team—is what creates sustainable, long-term growth rather than just short-term productivity.

TIME CODES

00:00 Welcome to Julie

00:31 Introduction to Julie

01:44 How Julie became an executive coach

03:58 Julie's audiences

06:33 How Julie markets her business

07:56 What are the challenges Julie's audiences face

11:29 Examples of Julie's work with clients

13:58 Some people are not suited to leadership roles

15:14 Julie's coaching experience

18:08 A couple of Julie's podcast episodes

20:51 Julie's coaching session with Lucy

23:50 The challenges of being a leader

25:28 About Coaching Reading

28:41 Competitors or Collaborators?

29:52 Challenges Julie has faced

33:25 Get started on what you want to do!

34:02 Tips for business owners

35:31 Play to your strengths!

36:14 Julie's final thoughts

This episode features Susanne Clausen, Chair of Open Hand Open Space (OHOS) and Professor of Fine Art at the University of Reading. The conversation delves into the unique nature of Open Hand Open Space, which is housed in Brock keep, a historic military keep on Oxford Road. Susanna emphasises that it serves as the town's only dedicated provider of long-term artist studios and the only dedicated contemporary art gallery in Reading. We also discuss Susanne's work and her exhibitions, as well as the vital role OHOS plays in providing affordable infrastructure for local creatives.

Finally, the conversation covers the significant challenges regarding the building's future. Susanne concludes by encouraging listeners to visit the gallery to discover the "best kept secret" of Reading's cultural landscape.

KEY TAKEAWAYS

1. Retention of Local Talent

For a town to thrive, it must provide the infrastructure necessary to keep skilled graduates from local institutions like the University of Reading. OHOS serves as a critical bridge, offering the only dedicated long-term studio spaces for artists post-graduation. Without these affordable "incubator" spaces, creative talent often migrates to other cities, taking their innovation and economic contribution with them.

2. Boosting Reading's International Brand and Profile

Art is a vehicle for global networking. Susanne highlights how local artists represent Reading on the world stage—citing her own recent exhibition in Miami—which helps position the town as a sophisticated cultural destination rather than just a commercial hub. Supporting such spaces enhances Reading's competitive edge against comparable cities like Oxford or Milton Keynes.

3. Social Value and Community Cohesion through Cultural Hubs

OHOS acts as a "best kept secret" that drives community engagement by partnering with diverse groups, including refugees and the Hong Konger community. For business owners, a vibrant, culturally inclusive Oxford Road district improves the local environment, making it a more attractive place to live, work, and invest.

TIMECODES

00:00 Welcome to Susanne!

00:23 What is Open Hand Open Space

01:17 University of Reading connection

01:49 Reading's best kept secret

03:18 How Open Hand Open Space fits into Reading's creative setting

04:15 Some artists at Open Hand Open Space

06:18 Open Hand Open Space for the general public

06:56 How Open Hand Open Space is promoted to the public

07:52 About Susanne Clausen

10:02 What Reading needs to support artists

11:46 Why it's good for artists to exhibit their work

12:18 Is artwork used to convey specific messages

13:52 Challenges faced by Open Hand Open Space

17:06 How can people support Open Hand Open Space

18:26 Susane's final thoughts

In the final My Local Marketer episode of 2025, Maria shares four key takeaways from local business interviews to help Reading-based entrepreneurs succeed in 2026.

1. Mastery of Industry Insights

Maria highlights Becky Ottery from Eclectic Games, who stays competitive by tracking designer blogs, attending trade shows, and listening closely to customer interests.

To streamline this, Maria suggests using AI prompts—specifying your niche and location—to identify the best sources and people to follow.

2. Strategic Positioning

Differentiating your business from giants like Amazon is essential. Local shops provide value through specialist advice, product trials, and physical experiences that online retailers cannot match. Understanding this unique positioning allows for more effective marketing and targeting.

3. Shared Knowledge Systems

Becky Nallon of Double Barrelled Brewery shares how they use a "product book" containing brewer and marketing notes to empower front-of-house staff.

Collate your team's knowledge into a central resource to ensure consistent, high-quality customer service. Solo owners can use spreadsheets to track these details for contractors or partners.

4. Extraordinary Customer Touchpoints

Inspired by Pete Hefferon of Shed, Maria advises auditing every business touchpoint to add "thoughtful tweaks" that turn ordinary interactions into memorable experiences. Creating a "Fans First" culture leads to fiercely loyal followings and increased word-of-mouth growth.

By refining information channels, USP, and internal communication, local businesses can build a standout brand for 2026.

KEY TAKEAWAYS

1. Build Robust Information Channels

To stay competitive, establish formal systems to track industry news, local developments, and audience interests. You can use AI tools like Gemini or ChatGPT to help identify specific blogs, trade press, and key influencers to follow. Becky Ottery from Eclectic Games highlights that listening to customers is often the best "crowd-sourced" method for staying ahead of trends.

2. Define Your Strategic Positioning

Clearly define how your business adds value in ways that global competitors like Amazon cannot. Specialist knowledge and physical experiences—such as product trials or expert advice—are critical USPs for local businesses. Understanding these unique advantages allows you to target your marketing more effectively.

3. Centralise Your Team's Knowledge

Improve customer service by sharing expertise across your entire staff. For instance, Double Barrelled Brewery uses a "product book" containing brewer and marketing notes to empower their team with consistent information. Even solo entrepreneurs can benefit by recording service details in a spreadsheet to streamline communication with future partners or contractors.

4. Elevate Every Customer Touchpoint

Audit every interaction a customer has with your brand and identify where you can add "thoughtful tweaks". Taking an ordinary process and making it extraordinary makes your business more memorable and shareable. This "Fans First" approach helps cultivate a loyal following and drives word-of-mouth growth.