What if your next great client is already looking at your LinkedIn profile—right now—and you’re sending them away?

In this episode of The Business Behind Your Business, host Paul Sweeney sits down with LinkedIn strategist and author Daniel Alfon to reveal how most business owners are misusing LinkedIn—and what to do instead. Daniel strips away the noise and shows you how to turn your personal profile into a high-performing business tool that attracts the right prospects and moves them to action.

You’ll discover why your profile matters more than your content, why your company page isn’t where the action is, and how to create a focused presence that actually leads to revenue—not just likes, follows, or empty metrics. Whether you’re a B2B business, a consultant, or a service provider, this conversation will reshape how you think about LinkedIn and help you align your efforts with your business goals.

Forget the pressure to post daily. It’s time to stop serving the algorithm—and start serving your business.

Check out Daniel's LinkedIn cheat sheet here: www.danielalfon.com/#freebie Daniel states, "Our profile headline is the single most important real estate on LinkedIn. This cheat sheet contains examples, a formula and how-tos. All of those enable you to craft a killer Headline."

Daniel Alfon is the author of "Build a LinkedIn Profile for Business Success", and he's been on LinkedIn since February 2004 (yes, you read right).

Daniel sees LinkedIn as an extremely powerful tool that's mostly misunderstood. After training thousands of people on LinkedIn, Daniel developed a simple method that can help leaders reach their objective - without cold connecting, paying for a premium account, advertising or trying to become someone else. Daniel will get you thinking about your LinkedIn strategy, networking, and doing what's smart and not what's popular.

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www.danielalfon.com

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If you’ve ever played a sport—and especially if you’ve tried to turn your sporting passion into a business—this episode is a must-listen. Paul Sweeney sits down with Pete Moore, founder of Integrity Square and the driving force behind the HALO sector (Health, Active Lifestyle, Outdoors). Pete has helped generate over $1.5 billion in transactions across fitness, wellness, and sports businesses. In this episode, he shares why many ex-athletes struggle to transition into business—and how they can use the same mindset and strategies from sport to win in the business world.

Listeners will learn how to rethink their business like a sports team: building a playbook, taking timeouts, knowing your competitors inside out, and putting your team in uniform—literally. Pete also unpacks why the word “wellness” is outdated and how “HALO” offers a more aspirational, results-driven framework for anyone in the fitness, coaching, or health ecosystem. If you want practical strategies, fresh ideas, and an inspiring push to think bigger, this is the episode to energize your next business move.

Get Pete's book Time to Win Again.

Pete Moore, founder of Integrity Square—a leading financial advisory firm that’s helped drive over $1.5 billion in transactions across the HALO sector. Pete’s worked with everyone from boutique fitness studios to major wellness brands, and he’s the author of Time to Win Again, a book packed with actionable takeaways for business owners navigating change and growth.

Pete’s also the host of the HALO Talks podcast, where over 8,000 professionals tune in for insights on strategy, investment, and innovation in health and wellness.

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www.halotalks.com

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Are you feeling stuck in your business—like you're pushing a boulder uphill with no reward in sight? In this episode, business coach and leadership expert Liz Wolfe joins host Paul Sweeney to unpack why hard work isn’t always the answer, and how your leadership style might be the hidden culprit holding you back. With over 25 years of experience coaching entrepreneurs, Liz shares practical strategies to help you move from frustration to momentum.

You’ll learn:

• Why “working harder” and having more credentials or connections aren’t the keys to success
• The four leadership styles for entrepreneurs—and how to identify yours
• The 3 key principles to shift your mindset and unlock business growth: Ask powerfully, Give wholeheartedly, Receive graciously
• How to build the right team around your strengths (and avoid hiring clones of yourself)
• Why embracing an abundance mindset is critical for forward movement

If you’ve ever compared yourself to others on social media, questioned your abilities, or wondered why success feels out of reach despite your efforts—this episode will help you identify what’s really keeping you stuck and what steps to take to break through.

Liz Wolfe is a business coach who got her entrepreneurial start growing up on a sheep farm in Western Pennsylvania. Later she moved to NYC to get as far away from the farming life as possible. She started her business with her husband 25 years ago and coaches individuals to get unstuck so they can launch and grow an abundant business. Liz coaches her clients to incorporate the three keys to an abundant business: Ask Powerfully, Give Wholeheartedly, and Receive Graciously. She also plays the ukulele and is half of the singing duo Ukulicious.

Get Liz's download Overcome the 5 Biggest Fears of Selling

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If you've ever looked at your business bank account and wondered, “Where did all the money go?”—this episode is for you. Discover why so many small business owners feel frustrated when their business shows a profit on paper but has no cash to show for it. In this powerful episode, certified Profit First professional Debbie Deknight breaks down how traditional accounting sets businesses up for financial confusion—and how the Profit First system flips the formula to help you take control of your cash flow, get clarity, and build sustainable profits from day one.

What you'll learn:

• Why your business can be profitable on paper but still cash-poor
• The simple mindset shift behind the Profit First formula: Sales – Profit = Expenses
• How to create financial clarity using multiple “small plate” bank accounts
• The importance of allocating profit first—even if it’s just 1%
• Why working with a certified advisor can fast-track your results
• Practical tips to start small and avoid common pitfalls when adopting Profit First

Debbie shares real-world advice from decades in the accounting industry and gives listeners a clear roadmap to reduce stress, build financial resilience, and finally stop dreading tax time. Whether you're in your first year or looking to overhaul your cash flow strategy, this episode offers immediate, actionable steps to start running a healthier, more profitable business.

Debbie Deknight is the founder of Right Way Profits and Bookkeeping LLC. She leverages her 30+ years of accounting expertise and her certification as a Master Certified Profit First expert to guide businesses toward financial clarity. She empowers business owners to make informed decisions that lead to real, lasting profitability. Debbie's goal is to help organizations achieve financial independence through clear and efficient cash flow and accounting strategies. If you're serious about building a profitable business, Debbie is here to provide you with the guidance you need for long-term success.

www.rightwayprofits.com

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In today’s crowded digital landscape, where businesses fight for attention and AI-generated content floods every channel, one element consistently cuts through the noise: genuine emotional connection. In this episode of The Business Behind Your Business, host Paul Sweeney sits down with Geoffrey Stern, founder and CEO of Voice Express and the consumer brand VoiceGift, to explore how emotional engagement can transform even the most ordinary product into something deeply memorable.

What you’ll learn:
Geoffrey shares how a voice-recording device used in the Build-A-Bear Workshop evolved into a powerful tool for emotional storytelling and connection across industries—from personalized gifts to aged care, education, and even neonatal therapy. He makes a compelling case that every business—no matter the product or service—has the potential to create lasting value through emotionally resonant customer experiences.

This episode challenges business owners to rethink what they're really selling. It’s not just goods or services—it’s meaning, memory, and connection. Whether you're a start-up founder or an established business leader, this conversation will inspire you to look at your offerings in a new light and ask: what emotional value are you creating?

Geoffrey Stern is an early pioneer of voice chip and network computing convergence. With multiple patents covering the online personalization of voice-enabled print media, Stern has been at the forefront of using Voice and on-demand media to drive commerce and enhance communication. Stern's products have been used in voice-enabled toys, sentiment expression, photo imaging, direct mail, packaging, and Point-of-Sale signage, to name a few. Stern founded and is the CEO of Voice Express Corp., which as the exclusive provider of Sounds to Build-A-Bear Workshop, has shipped over 80M electronic sound devices, enabling consumers to express their emotions and put a smile on the face of young and old alike.

Stern is currently focused on building the VoiceGift® consumer brand where gift-givers and crafters can express their emotions in the most natural way possible..... with their voice. Recently, Stern has been focused on using voice to enhance memory-making and promote increased exposure to the spoken word by young children by introducing the VoiceGift PLAY™ voice recorder for adults and children.

Stern also serves as president of PEF Israel Endowment Funds established in 1922 to enable tax deductible donations to Israeli non-profits. PEF touches every facet of Israeli life and provides support to the diverse population of Jewish, Muslim, Christian, Druze and Bedouin living in Israel.

Stern lives with his wife in Connecticut were they enjoy the sounds of their three children and four grandchildren when blessed with a visit or playing a VoiceGift.

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voice-express.com

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Public speaking is no longer just for TEDx headliners or CEOs on giant stages. Whether you're pitching to clients, speaking at industry events, or simply leading a team meeting, how you communicate can determine how your business is perceived. In this episode, Carmen Sederino, founder of Illuminated Story, reveals how small and medium business owners can turn public speaking from a fear into a business growth weapon.

Carmen shares how even the shyest business leaders can learn to deliver powerful, memorable messages—from one-on-one conversations to major keynotes. You'll hear practical, real-world tips for overcoming anxiety, shifting your mindset, and presenting in a way that creates real connection with your audience. This episode is packed with tools to help you stop hiding and start showing up with confidence and clarity.

💡 What You’ll Learn:

• Why public speaking is one of the most powerful marketing tools for small businesses
• How to overcome fear and anxiety before speaking
• Practical breathing and mindset techniques to calm your nerves
• The biggest mistakes people make when using PowerPoint (and how to fix them)
• How to transform any speaking opportunity into new business leads

Whether you’re an introverted expert, a numbers-driven accountant, or a passionate founder with a mission, this episode will show you how to bring your message to life—and why your audience needs to hear it.

Carmen Sederino is the founder and visionary behind Illuminated Story, a revolutionary approach to transforming high-stakes presentations into unforgettable performances. With a unique blend of theatrical artistry, business acumen, and communication expertise, Carmen has established herself as the premier strategist for leaders seeking to elevate their public speaking from mere words to lasting impact. Drawing from her background in theatre and two decades of experience in corporate business, Carmen crafts bespoke experiences that push the boundaries of traditional keynote presentations. Carmen's work architects moments that move markets, shape opinions, and catalyse change. For those who understand that true leadership is about more than just being heard—it's about being unforgettable—Carmen Sederino and Illuminated Story offer the ultimate pathway to commanding the spotlight and leaving a lasting legacy.

www.illuminatedstory.com

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In an era flooded with AI-generated content and marketing noise, how do small and medium-sized businesses truly stand out? This episode delivers a fresh, deeply human perspective on how to use AI—not just to produce more content, but to create authentic connections and lasting customer loyalty. If you're overwhelmed by automation tools or worried about blending into a sea of sameness, this conversation with marketing veteran Stephen Sakach will help reframe your strategy.

What You’ll Learn:

• Why building purpose into your marketing is essential to long-term success
• How to use AI to scale empathy, not just efficiency
• The difference between noise and meaningful content—and how to avoid the former
• Why customers today are more emotionally savvy—and how you can genuinely connect with them
• How to create systems that "build love into scalable systems" and drive both profit and purpose

Stephen also shares how his platform, aiCMO, helps business owners articulate their mission and create emotionally resonant campaigns that differentiate them from the competition. If you want marketing that speaks to your audience—not at them—this is an episode you won’t want to miss.

Stephen Sakach, co-founder of aiCMO and Founder/CEO of Zero Company, is a pioneer in empathetic AI and marketing with three decades of experience in digital media, journalism, and human consciousness studies. Committed to embedding empathy into business, he created the B.L.I.S.S. (Build Love Into Scalable Systems) ethos to help organizations scale with compassion. As host of the BLISS Business Podcast, he transforms research and insights into actionable strategies, while leading aiCMO to help organizations create authentic, purpose-driven connections with their audiences.

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theblisspodcast.com

zerocompany.com

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If you’ve ever been frustrated by a team member, confused by a client’s behaviour, or struggled to influence outcomes in your business—this episode is for you. Host Paul Sweeney welcomes experts Josh Davis and Greg Prosmushkin to explore the power of Neuro-Linguistic Programming (NLP) and how small and medium-sized business owners can use it to become more effective communicators, leaders, and decision-makers.

In this engaging and practical conversation, Josh and Greg demystify NLP—explaining it not as a manipulation tool, but as a science-backed, real-world framework for better understanding yourself and others. You’ll learn how to uncover what truly drives people (including your employees, clients, and even yourself), why our internal “maps of reality” often lead to misunderstanding, and how to use specific mindset shifts and tools to build stronger, more aligned relationships.

Listeners will walk away with:

• A practical understanding of NLP and its benefits in everyday business
• Insight into how to “read the room” and tailor communication for real impact
• Strategies for influencing without manipulation
• A shift from frustration to curiosity in dealing with people problems
• Simple steps to start using NLP in your leadership and communication today

Whether you’re a seasoned entrepreneur or just starting out, this episode is a powerful introduction to transforming your relationships and results—starting from within.

Get the book here: The Difference That Makes the Difference: NLP and the Science of Positive Change

Josh Davis, PHD is an internationally bestselling author of Two Awesome Hours and certified Trainer and Master Practitioner of NLP. He is the founder and director of the Science-Based Leadership Institute. He earned his PhD in psychology and neuroscience at Columbia University.

Greg Prosmushkin is a highly successful trial lawyer and entrepreneur with a diverse range of business ventures. His discovery and use of NLP have been key factors in his success.

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