He Left A Six-Figure Job, Sold His House And Bought A One-Way Ticket

What does it take to walk away from a six-figure salary, sell your house, and buy a one-way ticket to Dubai?

For Freddie Pullen, the answer was a head-on car crash. On May 12, 2022, Freddie and his wife Antonia flipped their car and landed upside down in a ditch. They walked away physically intact but everything else shifted. Within two months, both had quit their corporate jobs. Within weeks, they were on a plane. Within six months, Freddie had launched The Healthy Entrepreneur podcast from a Dubai apartment with a £30 lapel mic and it hit number one in nine countries on its first day.

In this episode, Emma sits down with Freddie to unpack what it actually looks and feels like to rebuild from zero and the surprisingly practical strategies behind his rapid rise.

From LinkedIn to podcast guesting, newsletters to authentic content, Freddie breaks down exactly how he's built a business that funds the life he wants to live, not the other way around.

What you'll take away:

• Why being a podcast guest before launching your own show is the smarter, faster growth move
• The "Bistro Table" concept and how to build genuine digital connection without oversharing
• How Freddie grows his newsletter by 500+ organic subscribers every single month
• The LinkedIn strategy that cuts through AI-generated noise with pure authenticity
• Why AI might be one of the biggest distractions facing business owners right now — and what to focus on instead
• The mindset shift that turns near-tragedy into the most powerful entrepreneurial fuel there is

This one hits differently. Give it a listen.

Transcript

SPEAKER_00 0:00

Welcome to Focus on the Fun Stuff, the podcast for business owners who want to build a business that they actually love. I'm your host, Emma Mills, seven figure founder of MyPA, the UK's leading virtual PA support agency. And since 2008, MyPA has helped thousands of business owners to buy back their time, get out of the weeds, and focus on what matters most. And every week on the podcast, I'm sharing my own journey, live as it happens, and interviewing other business owners who've been exactly where you are now. And we're sharing practical tactics and real strategies to help you build a business that works for you, not the other way around. Freddie Pullen, welcome to Focus on the Fun Stuff.

SPEAKER_02 0:42

Thank you so much for having me.

SPEAKER_00 0:43

Thank you for coming. Thank you for travelling from Bournemouth this morning to get to Manchester.

SPEAKER_02 0:48

Six hours in the car, yeah. So is the power of podcasts. Well worth the check out. We've had a great time already.

SPEAKER_00 0:54

Um today, sorry. Today, um, I feel like we're going to talk about, we're going to talk about authentic marketing, we're going to talk about LinkedIn, growing your own podcast, going on other people's podcasts. And we actually haven't talked about these topics before on focus on the fun stuff, so I'm excited for it today. But also as part of that, I want to unpack a little bit. You I feel like you and Antonio have done a lot in the past four years. So you're you're relatively new to entrepreneurship, that's right, isn't it? But for sure, I feel like you've squeezed in what a lot of people do in 10 years in the ups and downs, pivoting. And so um I would just like to start the podcast just kind of putting everybody in the picture of why you started a business four years ago.

SPEAKER_02 1:35

Yeah, of course. I mean, I grew up in uh deepest, darkest southwest England. So I didn't know what an entrepreneur was. I was the first in my family to go to uni, did a business degree because I had no idea what to do, so the most generic degree you can do. Um, but I really knew that there was I needed to do a bit more. Okay. Like I'm never just gonna go anywhere just from getting a job, whatever. So did a little bit of travelling here and there, stayed on, did a master's in economics, and then went straight into corporate corporate job. One as a performance analyst for a massive pub company. Amazing, free beer vouchers as a 21-year-old. Really? Yeah, insane. Um, and then I was around sort of, I was probably towards 21, 22. The next age group up was in their 50s. So I started dressing like a 50-year-old, you know, I was wearing just like old shirts, and I've just I was aging too quickly. And I realized that in the small town that I was in, whilst it was a big company, it was overstretched. It wasn't where I should be. So I applied for a different job at a company called Future, which is the world's largest digital publisher. So they do billions and billions a year. It's all organic marketing through storytelling, a lot of SEO, a lot of loyalty, brand loyalty, massive company. And so I ended up working there in as a product manager under a guy who was 31. And our department, me and him leading it, was doing 300 grand a day in profit. And I was 24, 25. So I went from cool company to insane company and was given these opportunities to consult for Amex, Oracle, Amazon as a 25-year-old because the department just did such random stuff. I'm sort of tangenting here because I just feel like it's important to say how entrepreneurship was never part of my journey. It was never supposed to be. I just knew there was things I could do. So in the in the sort of time outside work, we would buy and renovate old properties. Right. Always buy the ugliest property on the nicest road we could afford. Happened to be from widows, usually, sadly. So they'd move on or whatever. Buy a horrible old house and we'd renovate it in our spare time just to try and add some more revenue to our lives.

SPEAKER_00 3:29

Nice.

SPEAKER_02 3:30

And so all of this was sort of culminated into reading a few entrepreneur books. You know, I was getting a little bit into mindset.

SPEAKER_00 3:36

What were you starting to read in the early days?

SPEAKER_02 3:38

Dan Priestley.

SPEAKER_00 3:39

Oh, really?

SPEAKER_02 3:40

Definitely Dan Priestley, yeah. Four-hour work week, um, how to win friends, influence people, that kind of stuff where it was just kind of almost fluffy. It doesn't tell you the exact thing to do, but it's giving you that inspiration.

SPEAKER_00 3:50

It's getting your mindset in the right place, isn't it? Yeah.

SPEAKER_02 3:53

Yeah. And so I it's 2022, May the 12th, and uh we had a car crash. I was driving from I wasn't driving, and Sonny was driving, who's now my wife, uh was driving from our house that we just finished renovating to her dad's house, about four miles away. I was going to sign to be a trustee for her brother's new charity. And we pulled out of the junction and a car came around the corner, wrong side of the road, on his phone and hit us head on. And we flipped and rolled and landed upside down in a ditch. So completely dark, V-shaped ditch, smoke, screaming, ringing in your ears, blood, horrible.

unknown 4:27

Gosh.

SPEAKER_02 4:28

I dragged Antonia out, and luckily we had no lasting injuries. I've still got a bit of a bad back, four years on, but nothing that's completely changed our life.

SPEAKER_01 4:36

Yeah.

SPEAKER_02 4:37

But the thing that did change was our mindset. So we had two weeks off work. Both the companies we worked for were amazing, they were letting us have time off to do physio and and whatever to help us sleep. And in that time, we decided that actually we were on a trajectory we never we never put ourselves on. We wanted to do something different, we wanted to explore. We're 27 at the time. And so within two months, we'd quit our jobs, sold the house, and bought a one-way ticket to Dubai. We decided to go and start a business there. Um no money, no network, no audience, but we just had that confidence, maybe a bit of overconfidence, that we could do something. So that's where we started.

SPEAKER_00 5:11

And what's the trigger for that like kind of mortality motivation? Because I know I think a lot everybody knows like life doesn't go on forever and life is short, but I feel like people say it, but they don't actually connect with it, that life really is short. Like most people, Joe, my partner, is very connected to it. His um his brother passed away when he was young, but Joe will all always say, like, people live their lives like they're gonna last forever, and I don't understand it. Like, you have to make the most of it now. And do you think that's what that was with the car crash? That you were like, gosh, it can be so fast. What was the you know what I mean? Like were you just having conversations around that?

SPEAKER_02 5:46

Or yeah, so there was two things, there's two elements to it. So I have a great uncle who had done really well in business in London, was about 65, was playing tennis, played every single day. One day dropped dead of heart attack on the court, right? Bang, gone. I also was very ill as a young boy, around five or six years old, 30% chance of survival, so really quite poorly. But as you go through that bullying of being a young boy and you're a bit different because you missed a bit of school and you couldn't go on the trips because you were recovering, whatever. You then forget that because you want to be normal so badly. And I normally this is just you can just be ill and come back from it, that's absolutely fine. But you want to be normal, and so you forget what happened to you, or you put it to the back of your mind. And so my family and my parents and everyone and my friends made me come back strong and like I'm a fit young lad and I'm fine. But then when that car crash happened, I had those two things in my mind that someone that was quite close to me has just died out of nowhere, having had everything he ever dreamed of. And also, I had this reminder when I was less than 10 of how fickle life is. And so I think those two things were the trigger to us going, actually, you know, we've we've got everything, we've got our health, we've got our youth, we back ourselves with the experience we've got to make money. Let's just go. What's the worst that's gonna happen?

SPEAKER_00 7:02

Yeah, and were you were you enjoying your roles at the time?

SPEAKER_02 7:04

I love my job, both of us. Really? Antonio was uh award-winning interior designer, so she's working on million-pound projects across the UK, traveling, doing really cool stuff. Um, and my job was I absolutely loved it. My boss came to my wedding recently, and I've left the job four, five, four years ago. He was that inspirational to me in the trajectory we're on that he came. I absolutely loved that job. It was awesome.

SPEAKER_00 7:23

Wow. But you just because a lot of people look at that and go, wow, that sounded all amazing anyway, but you just felt like there was this next level, something else to explore.

SPEAKER_02 7:31

Yeah, exactly. And I was 27 when I left, and we were headhunted as we left for six-figure jobs from this company. So we could have stayed and had a really comfortable life. They also said that they would pay us if we wanted to take the job to Dubai. So we could just we could do either. And we still were like, actually, you know what? Let's just let's just do our own thing. Because I'd rather have I think a lot of people want money, and I think in reality we all need peace and freedom. That's what we're looking for.

SPEAKER_00 7:56

Totally agree. So um, invariably then you choose to make things a little harder for yourself, then because you go, we don't need the guaranteed six figures, we're gonna go and do this ourselves. And you chose to move to Dubai, also why Dubai at the time.

SPEAKER_02 8:09

So we wanted but we'd been there on holiday once before, but we had really an option because we had friends and family in Copenhagen, and we had friends and family, well, we had um one family member in Dubai. So whilst we didn't have a network, we did know one person who was there who was happy in both areas. So we really looked at this in like a really logical way. One's got a nine-month winter and 70% tax, one's basically the opposite. Zero tax and a nine-month summer. Yeah. And we just looked at it like that. In retrospect, perhaps it wasn't it we we should have looked at other places, but in that time where we wanted to make a really, really quick move, it was a great place. And it's a frontier city. You know, it helped us a lot because of the people we're around. So I'm a big believer in your environment dictating your performance. And going there, we were around people who were just pushing as hard as they could. And so, whilst that's not the way that I live my life now, it is certainly a an accelerator into business that I'm super thankful for.

SPEAKER_00 9:32

I love that. So I've been listening to a couple of your podcasts recently, and one of the things I'd like to kind of pick up on now is what you did in Dubai. In fact, I asked this question a couple of weeks ago on a podcast. I said to a guy who was living in Dubai, like, if somebody was to move there, although I feel like it's a little bit less appealing at the moment to make the move to Dubai, how do you get started? Like, do you go to networking events? Do you meet people? And then I was listening to one of your podcasts the other day where you were talking about, yeah, you went to networking events, didn't necessarily enjoy all of them. And one of the things I've really admired about you, Freddie, since we've met, which I guess is about three years ago now, is your podcast. Like, for me, you have smashed it, like you are one of my inspirations, and how like the guests you've had on um just the the breadth and size of your podcast, and you decided to do that as part of your foundation of expanding your real like relationships with people. Can you just talk us through a bit why and how you decided to do that? Because I know a lot of people talk about going on other people's podcasts, which is still totally valid and a really great strategy, but also I feel like having your own, I've also experienced how that has created relationships for me that otherwise I wouldn't have had. Exactly. Like even today, we wouldn't necessarily have just had and sat an hour together if we weren't podcasting together.

SPEAKER_02 10:45

We probably should do it more often, shouldn't we? Really? I completely agree. So, what I always say to our clients is don't start a podcast just because it's so expensive and it's so competitive now. But when we started ours, what you have to remember in Dubai is that no one's struggling. You know, it's illegal to go bankrupt. So no one there is struggling for money or for business. So if you go there as a brand new person and you're used to people coming to you because you've got a reputation within a company as being good, having experience, having work with different people, they don't care. No one cares. So when I would go to networking events, I'm only around the few other people that were struggling as well or were brand new. And I hate the idea of doing something that everyone else does. So that whole thing of meeting people, giving out business cards, we were giving getting given tips of like, if it's a good business card, put it in your right pocket, if it's bad, put it in your left. I was coming home, going to bed, almost in the same shirt, getting up at six and going to networking in the morning. And after about two or three months, I was like, I have made no sales from this and I'm wasting all my time.

SPEAKER_00 11:41

It's also pretty unenjoyable. Rubbish, isn't it?

SPEAKER_02 11:43

Yeah, and and I've built nothing for the long term. Yeah. There's nothing that's stacked up. So I was like, well, if I start a podcast, surely I will have something at least that stands the test of time.

SPEAKER_01 11:55

Yeah.

SPEAKER_02 11:55

And so I started it with a$30 lapel mic on my kitchen table with a couple of friends uh in Dubai, and I think I recorded eight and I managed to get hold of some really cool people to start with, just who are in groups saying, I'm looking to go on some podcasts. And I was like, Okay, well, do you want to come on mine? Like, I've got this other person who said yes, sort of saying, This person says yes, if this person will say yes, kind of thing, trying to work it all out. And I launched it on the 23rd of December 2022, um, and it went to number one in nine countries on that day of release. Amazing. I had some amazing first guests though, like Jason Greystone and uh Marianne Page, one of my first who's led McDonald's for 27 years in Europe. They were incredible people, and we did a really good launch strategy, and that then got me invited on so many podcasts, so it became a self-fulfilling prophecy because I've gone from no media exposure at all to I've got podcasts with these people on, I've also been featured on these podcasts. Now, the problem with that is that when you're starting out in business, your messaging's everywhere, you know. So I've got podcasts out there where I'm talking about interior design because that's what Antonio's business was when we started. I've got talking about purely health for entrepreneurs, I've got all sorts of different things. So that is the risk of what I now call adopting an audience. So being introduced to an audience that's already trusting a host as a trusted expert or hate the word expert, authority.

SPEAKER_00 13:14

Yeah.

SPEAKER_02 13:15

Early on, that's a risk because obviously you're super mixed in what you're doing.

SPEAKER_00 13:19

Finding your way through.

SPEAKER_02 13:20

Exactly. So that's why I was like, I'm gonna stick to it, I'm gonna keep going, just keep meeting people and networking and trying to help different people. But it became all online. I didn't have to meet people, I just say, you know, this person knows this person, could I have this person on as a guest? If I have these three people on, can I have access to that person? And I just got really, really dedicated to what makes a really good podcast episode. And not all of our episodes are brilliant, you know. I'm not saying that we're great at it, but what I'm saying is that I think there's value in every single episode that we've put out because there are ones that we haven't put out. We've had to have that awkward conversation of that's not gonna go out. Um but it's I love it. I love the storytelling side, I love the positioning side, I love that there's a there is a definite reason that you're both there. And if I've said this to you before when I'm having coffee, right? We've had I've had two billionaires on and over a hundred millionaires, and it's so obvious from the moment someone walks in if it's gonna be a good show.

SPEAKER_01 14:10

Yeah.

SPEAKER_02 14:10

Regardless of their social media following, of their money, of their book, it doesn't matter. It's their energy and it's if they understand what they're there for.

SPEAKER_01 14:17

Yeah.

SPEAKER_02 14:18

So I I started it completely as a novice, but understanding that from my previous job, building loyalty and trust and being authentic was gonna be a key at some point.

SPEAKER_00 14:28

Yeah. So I'm just interested in what you said there, and you said you don't necessarily recommend clients that they start their own podcast now. Is that just from a cost perspective, or like if if a business is more established, would you still is it just kind of I definitely wouldn't recommend it at all? Or where where are you kind of at with it?

SPEAKER_02 14:46

I wouldn't say I don't recommend it. I think if you've already started one, brilliant, keep going, keep the cadence up. If you haven't started one, you don't need to. I mean, you know. It's the organization's hard, it's expensive. Someone can come on and you've booked out your studio and then they are terrible, they're not in the mood, or they can't add value, that can be really frustrating. But the behind the scenes uh value is massive because of the network and podcasting is pretty small, especially in the UK. You probably know a lot of hosts who are going over that 20-episode mark. You probably know a lot of the guests, like we all share guests, really, which is awesome. But if you just want to go out and really drive some sales for your business, you can go on podcasts one or two a month, and you you I can guarantee you sales from it. Yeah. That's why we do podcasts, because you can guarantee from every episode I go on, we all make sales on the back end. And you haven't even got to push it. It just works because it's authentic, it's honest, it's a good way to grow your business without having to stand there and dance on TikTok.

SPEAKER_00 15:52

I do get that totally, and I think with I mean, we both love it. I think you love it as well, being a podcast host. And like if I could do this as my full-time job, I would. So I think like if you if you are going to love doing it and do you know what you mean, spending your time in it, then I would highly recommend starting one. But if you're just doing it because you think this is what I have to do, then yeah, I totally agree. Go another one.

SPEAKER_02 16:10

And I will say if you're gonna start your own podcast, just try and think of something different, yeah. Like focus on the fun stuff is a great idea because you could have so many entrepreneurs on and talk about the fun stuff they love if you wanted to, which is what you obviously do. So many people just start a podcast, probably because of COVID, and they just talk about they just interview people, and I just think that's done. Look at the decline in in Dire of a CEO, really. Like the the viewership is going up, but the retention's going down. Oh, yeah.

SPEAKER_00 16:35

Because he jumps across so many different It's crazy now, the um breadth of things they're talking about. People it's no longer dire of a CEO CEO, is it?

SPEAKER_02 16:44

Exactly. So similarly to someone like Simon Squibb, so he on the front end just needs views because then on the back end they can monetize from sponsorships, from consulting, from having his team go out. That's the model. Whereas if you're a business owner starting a podcast and you just want to run an ad in the middle of it and do a direct to your business, you've got to be really careful. Because if you do a podcast that's every week on a canal boat in the centre of a city, I don't know if Manchester has canal boats, does it have a canal?

SPEAKER_00 17:10

Uh yes, it does.

SPEAKER_02 17:10

Okay, there you go. Imagine if the podcast was there on the back of the canal boat and you think this is gonna stand out, I'm gonna get loads of views. But how do you then link that to your business? Yeah. I think that element is just can be quite difficult. So you've got to balance it with what you want to actually build. What you're optimising for, really.

SPEAKER_00 17:49

Yeah. So um how would you if if somebody's listening to this and they haven't been on a podcast before, but they're like, oh well, I do know what I stand for, what I want to talk about, or like how how have you approached getting onto other people's aside from obviously having your own? And I know that's very helpful, but how would you approach help like somebody getting onto other people's podcasts to start that emotion?

SPEAKER_02 18:11

So if you're first starting to look to go on podcasts and you haven't been on any before, or you have, but you've never had something go really, really well. Some people go on and they are just incredible, their charisma's massive, and the host goes, I'm gonna hand you over to tons of different people because you're fantastic. If that hasn't happened, I'll just think about you don't need to go on massive shows. The amount of people that come to us and go, you know, I'll give you 30 grand if you can get us on Direc CEO. And I'm like, okay, A, I can't do that. And B, you will waste your money. That's not how it works. So I think it's really important to think about the podcast pyramid or how you go up towards podcasts, but remember that your money is made on the ascension.

SPEAKER_01 18:46

Yeah.

SPEAKER_02 18:47

So if you just go on two podcasts a month, it could be one long podcast or four short podcasts, whatever it is, two hours roughly. You can approach so many people if you go on listen notes or you know rephonic, just look at the podcast and make sure it's real. So by that I mean more than 20 episodes, they've got good retention, they're actually gonna probably get you in front of at least 10,000 new people, and that can be across all the socials, so it hasn't got to be just listeners.

SPEAKER_00 19:12

Right.

SPEAKER_02 19:12

It can be across video.

SPEAKER_00 19:13

Oh, interesting.

SPEAKER_02 19:14

That is really worth going on. What would you pay in ads, your CPM, to get in front of 10,000 people? Especially if it's a podcast with a reputable host. I would look at that. That's quite an easy way to go and start. Then you can start looking at podcasts that are slightly bigger, slightly bigger, slightly bigger, and before you know it, you'll get spread across different podcast hosts, like I said. But the problem with that is, like I said, when I started, if your messaging is not right, if you're looking for immediate returns, you'll struggle and your reputation can be ruined so so quickly. So I think start small, even if you've got a massive ego, or if you've got a massive business, start small. Go on some small ones, build up and up and up. You know, we know we both know people who've come out of nowhere and become amazing podcast guests that are really in demand, and that's because they've started small and said yes to almost every show.

SPEAKER_00 20:05

Totally. Andrew Hulbert, who we were just talking about before, it's like he is the real deal, X did for 80 million, but he he was on our podcast in December, I think it was. But I literally know that he's every day he's on a different podcast now, and it doesn't matter how big it is, how small it is, he's just going on and doing the reps because now he wants to help other entrepreneurs grow their business, and he is literally uh yeah, like he's he's sold his business, but he's a living story of that as well.

SPEAKER_02 20:30

And a great example is Chris Doe. So I met Chris Doe at the One Billion Summit in Dubai last year. I was invited on a uh a yacht with just him and his sons and Matt Esam.

SPEAKER_01 20:39

Oh yeah.

SPEAKER_02 20:40

And Robin Waite, actually, he've had on after that summit, and we had a long chat, and he agreed to come on my podcast. He does a podcast, I think three days a week, 8 a.m. to 9am. So as long as you know him or you've been referred, you can you can interview him. And he'll just turn up, he had a hat on with mine, it looked like a almost like a teletubby. He just comes out of bed, gets ready, podcast every day.

SPEAKER_00 21:01

Because he's he's on other people's those the reserved slots.

SPEAKER_02 21:04

Yep.

SPEAKER_00 21:05

How interesting.

SPEAKER_02 21:06

So you can you can refine your messaging daily, you can get live data response on how you're landing with each audience from going on podcasts. And the biggest guys, I it feels like a secret. I don't know why people aren't doing this. The biggest guys in the world, you see them on clips on social media on podcasts, because they understand that this is about borrowing trust and being introduced in front of other audiences, not trying to constantly just try and chase the algorithms, just get in front of an audience that's already there, and that's what they're doing.

SPEAKER_00 21:35

So you have now turned this, everything you're talking about now, into your business. Absolutely. You so you basically since you've moved to Dubai, you've kind of gone through this, I guess, iterations of what the right business is for you, and via living it and borrowing other people's trust. So can you tell us a little bit more about recognized what it does, how it helps?

SPEAKER_02 21:55

So the first iteration was um it was an agency. So we would just do this for people. So we would just fully, you know, manage their profiles, their mainly LinkedIn. So 2023, we did a lot of LinkedIn stuff. There's a lot of copywriting, storytelling, positioning workshops, working with small businesses all the way up to massive organizations on their positioning, their brand story, and obviously their content. And then that business got to a really good point, but it wasn't what I wanted. It wasn't that freedom and peace. It was a team of 10, which I really didn't want to manage, and it got to a point where I just couldn't break through that ceiling. So we started looking at okay, what's the exact thing we want to do? I love people, a bit like you. I love the podcast, I love speaking to people. So I think the iteration of business that in the online space, which is where we are, that works really well is having a thing that's done for you, with then coaching and mentoring behind that. So it's not pure coaching, it's let's do this. So we source and train people to go on amazing podcasts and we help them then use that content and spread it across their social medias. But there's a massive iteration there which says we will also get people in front of you which are industry leaders. So we'll help them, they will coach you, and we will show you exactly what's going on. My team will show you exactly what's going on, and we coach people weekly on how they can turn those opportunities into sales. So it does feel like it's become full service from start to finish. Like we understand this is the opportunity. We understand that people are low on confidence when they're trying to be authentic, they don't understand how to do a lot of this stuff.

SPEAKER_01 23:24

Right.

SPEAKER_02 23:24

Positioning and storytelling is difficult for a lot of people, and then we're just going to show them exactly how to do it and help them in different parts of that as well.

SPEAKER_00 23:31

I really love about you both. Like you're very clearly sticking and like very aware of what you want your life to look like. Like literally, I was with a business owner yesterday and they said that they changed their business to a four-day week because they weren't enjoying any of the people they were working with. So they thought, well, if I do a four-day week, at least on a Friday I've got the office to myself, and I know that I won't have to spend any time with them.

SPEAKER_01 23:52

Yeah.

SPEAKER_00 23:52

And there's so many business owners that get stuck in situations the way they think it must be. And like I just feel like you both have each time gone, oh, this isn't for us. Even like now you've left Dubai recently because it wasn't for you. So what does your team look like now?

SPEAKER_02 24:08

Team of four.

SPEAKER_00 24:09

Okay.

SPEAKER_02 24:10

So uh we have head of strategy, head of AI, which we've come on to, uh, myself uh as an editor, PA, and then head of sales. And then obviously we have coaches and mentors that come in. But I I really think that in my opinion, business comes down to these three things, or at least our business and what we do. And the three things we help or we talk about a lot are a business needs a unique mechanism, so a new way of looking at something, a new way of saying this is how we take you from A to B. Second one is case studies, but I'm so bored of case studies the normal way, which is I've got five-star reviews, I've got 10,000 five-star reviews.

SPEAKER_01 24:46

Yeah.

SPEAKER_02 24:46

I think it needs to be the starting point. So, for example, if I was going to buy a new electric toothbrush on Amazon, I wouldn't go for the one with 8,000 five-star reviews anymore. I'd go for the one with 497 4.8 star reviews, but loads of comments saying, My teeth have been cleaner, my dentist is so happy. It's the start point that we're more interested in, right? So if someone says I was super stressed in my business until my PA came along, that's more valuable to me than five-star. Oh, yeah. My PA is amazing. And then the third part I think is your worldview. So my worldview is very much lifestyle over hustle. I will choose my friends and my family over 12-hour days, six days a week. And I might not be a billionaire because of that, that's fine. But what that does is that helps people self-select out of working with us and self-select in if they resonate. So we work with a lot of coaches and a lot of consultants who have probably left corporate and they want to make decent money, but they also want to be with their family and they want to travel because that's what we want to do. They therefore also don't care about being a billionaire and working all these hours. And I just think you attract what you are, right? So this is why I'm super interested in your partner, Joe, because he's doing these iron men and like I've done a half iron man, I'm really into fitness and sport, and therefore a lot of our clients who come in or prospects are also interested into sport and travel and lifestyle. So I I think hopefully it comes through that we genuinely left our jobs to build a better lifestyle, got money from the business, but lost the lifestyle, and then pivoted back to okay, let's try again. Super, super specific towards what we actually want first. So it's the business is around our lifestyle.

SPEAKER_00 26:24

I love that. It's so because you are definitely living the authentic methodology here. Because we were talking about this uh just before the podcast, there are so many people online that are not authentic. What they're selling is not the same as what they're living behind the scenes. I think it's awesome. I just I just had a thought, I just wanted to sidestep a tiny bit on something else I think you've done really amazingly well and I love is your newsletter.

SPEAKER_02 26:44

Ah, cool.

SPEAKER_00 26:45

So um I joined your newsletter off the back of one of your podcasts. And am I right in thinking that's like been quite a strategy of how you've grown the business as well in terms of capturing their attention, their email address, and then being able to just how have you done like just talk us through like the strategy behind that?

SPEAKER_02 27:04

And so again, I said at the start, right? I don't really like doing video content and like being on that hamster wheel. I love writing and future the company I was worked at. It was all written. So everything, 500 million monthly users were reading stuff. So I knew newsletters were massive. A couple of our bosses had left to start newsletter businesses. That was one of my ideas. Yeah, huge businesses. And so I was like, look, I'm definitely gonna start a newsletter alongside the podcast and and alongside, you know, the the business. And it's really has become a strategy. I love email. I I subscribe to a lot of newsletters and I love to read the emails. It's why I like LinkedIn, because I like to read. I don't want someone to, someone who's good on camera, to beat someone who's not good on camera just because they're good on camera. That's annoying. Newsletters you can't really hide. Like you can someone can help you write something. You can use Whisperflow, and it's all just your voice. So, yeah, absolutely. I mean, we have at least 500 people join the newsletter a month just organically. We've never used um paid ads. Yeah, the paid ads we've we've tested with paid ads for the last probably three months doesn't work. We're not there yet. So it's this is all organic, the business is all organic.

SPEAKER_00 28:08

Oh my god. So is this literally like bat links off other people's podcasts that Oh yeah, sorry, sorry, I thought you'd say websites.

SPEAKER_02 28:13

Yeah.

SPEAKER_00 28:13

Sorry, no, like that you've been on somebody else's podcast and it's in the show notes and how to Freddie.

SPEAKER_02 28:18

LinkedIn, our own podcast and all the clips, then just our bios and then yeah, off of uh yeah.

SPEAKER_00 28:23

So you so on in your LinkedIn that your one of the CTAs is to get to the newsletter, that's something you push regularly.

SPEAKER_02 28:29

Yeah. Because the newsletter every week will usually be either a video I've filmed or it will be a link to our podcast, and it's genuinely valuable. And then the I think again, the biggest hack to writing a newsletter is the second half is three parts, right? But the the middle third, or bit longer than the third, should be the value. What's the main crux? It should be in the subject line, that's what the newsletter's about. The last part is either an update on something your business is interested in. So if you're a recruiter, do some jobs in there, give something that they have to scroll to the bottom for. The top half has to be about you. So my newsletter will always start with with a bit about what I've been up to. I might be moaning that I've had a cold. I might be moaning that our French visas are taking ages. It might be that my dog Olson has got a limp.

SPEAKER_00 29:13

It might be that I've someone was moaning though at the beginning, is it? Yeah, no, no, no, no.

SPEAKER_02 29:18

I'm just known for moaning. It could be that it could be I've been on holiday. It could be I'm I've quite often it's I've been with a a founder over the weekend, like this weekend's one, going out on Sunday. I wrote yesterday, and it's about being with um uh my mentor last weekend and the struggles that he's facing whilst he scales his team to half a million a month completely online.

SPEAKER_01 29:40

Wow.

SPEAKER_02 29:40

But even he has problems, so it's about those problems. And I think if you can be authentic in the front, people will come and stay for the value. And so we have like we have a high open rate, we have a really good click-through rate. I know if I put a CTA in there for someone to buy something or subscribe, we'll get sales from it.

SPEAKER_00 29:56

Really?

SPEAKER_02 29:56

Yeah.

SPEAKER_00 29:57

And can I ask, how often do you go like go, oh, this week we're going to sell something? Do you have like a cadence of going every three weeks, every four weeks?

SPEAKER_02 30:06

Bit longer. So probably we usually work a 41-day cycle. So 41 days is how long you should leave, in my opinion, from experience of what we've been doing. Leave someone alone before you ask again. So the same way as if you follow it with a lead and they say, I'm not ready now, cool, leave it 41 days. The team know, 41 days, come back, see what they think. So for a long time, 41 days in business is a huge amount of time.

SPEAKER_00 30:26

Yeah.

SPEAKER_02 30:27

And it's the same when someone's reading a newsletter. We just do it weekly. I've tried it twice a week, doesn't work.

SPEAKER_00 30:31

The newsletter as in issuing it twice a week.

SPEAKER_02 30:34

Once a week on a Sunday, perfect. Perfect amount. Bit of video in there, usually, um, bit personal, and then adding value as much as we can, and then yeah, that's it.

SPEAKER_00 30:44

How amazing.

SPEAKER_02 30:45

I love newsletters, I think they're so interesting. And so many people are so bad at newsletters. I think it's such I think podcasts and newsletters are such an untapped opportunity because people are so bad, they just see it as I'm gonna market in my newsletter, and it's like that's probably not what we're here for.

SPEAKER_00 31:00

Totally. And uh because newsletters are I feel like they are blowing up again, and I so I've got a Beehive subscription and I am not as consistent as I should be. Are you on Beehive as well? What's your thoughts on Substack? I think it's Would you migrate? Because I feel like there's um I feel like there it's almost becoming like a social media platform in itself for Substack.

SPEAKER_02 31:19

Yeah, I think it's one of those things I have looked at migrating. Um I'm not I'm not there yet that I see the massive upside.

SPEAKER_01 31:26

Yeah.

SPEAKER_02 31:27

I just like I'm quite loyal to Beehive just because it's from the guys that grew Morning Brew, right? And they and they sold it for hundreds of millions. So I think it is such a good platform. We've tried with the integrated ads as well, so yeah, you people will pay you to put your stuff in there. We have a this the scroll depth decreases. So I'd rather just advertise our own stuff every month or so than try and get an extra 30, 40, 50 quid. It doesn't make sense to me from Whisperflow or whatever or whatever HubSpot, yeah. So um no, I'm not too interested in moving across yet. Maybe maybe in the future, for sure.

SPEAKER_00 32:03

Um you were just talking about your team before, and you said you've got ahead of AI. So can we talk about that? Because also we had like a pre-podcast conversation and we were talking about the AI hype. I've been very open with my audience. Like, I definitely got I went down the spiral of that thinking we're all doomed back out of that now. And I've realized that actually I don't think that much has changed. It's a distraction, and also I do think it's the most amazing opportunity now for people that are authentic, nice people, good at what they do, love connection with people. I think they're the ones that are gonna fly now as opposed to the ones who are building agents and wasting a lot of time in the evening.

SPEAKER_02 32:36

Completely agree.

SPEAKER_00 32:37

But you have got a head of AI then.

SPEAKER_02 32:39

Although she would hate if I called her that anymore. Okay. She's been that for about 18 months, and she would rather be head of strategy because her job to start with was okay, you're gonna bring us new tools every week that we're gonna test and try and see if they are gonna benefit the business. So she has to do full-on uh A-B tests, come with a hypothesis, this is what's gonna happen, this is what we're gonna track. She did that for about eight months, and she tested so many things, and we had so much money spent on subscriptions, and they it just hardly moves the needle. I really do believe, I agree with you, I think AI is a massive distraction for most business owners, not all.

SPEAKER_01 33:12

Yeah.

SPEAKER_02 33:13

I think a lot of people who are making money are the ones selling you on scaremongering AI. And I think actually, if you have a decent subscription to someone who knows what they're talking about, there's loads of newsletters on AI. They will tell you if it's good or not. And the reason that newsletters are great is because if that's not valuable, you'll unsubscribe and they've lost you forever. So you just get the information from there. And then I'm also really dubious of things like Granola or Whisperflow that are spending massive amounts of money on ads. They're all over direct CEO at the moment. I think Ali Abdul is sponsoring them or is promoting them. So I just think you've got to be so careful with where you spend your time. Most people are better off spending all of their time and attention on their own business and the growth and marketing side and the sales side rather than trying to look at which AI thing is gonna help you make this tiny, tiny um adaptation.

SPEAKER_00 34:04

I totally agree. The amount of clients that have come to us saying I put fixer in my inbox and now my inbox is buggered. Like I don't know where anything is. I've tried to remove it and it's deleted a load of things. Um, yeah, I haven't, yeah. Of course, I'm I'm not like I'm sure there are people that are loving it, but we've had a lot of clients come to us that go, I feel like in a worse position now. I thought it because actually it just does a little bit of the legwork, it's not getting you out of your inbox, which is where people really want to be.

SPEAKER_02 34:30

And the thing is, we're not we're not stupid, right? We understand that it will get there in like 10 years' time. We'll have robots that will do everything for us. I get that. But you're right, I think I think humanity is scarce right now. People want community, they want connection, and I think that is the opportunity.

SPEAKER_01 34:46

Totally.

SPEAKER_02 34:47

I think for most of us, unless you're gonna fully pivot your business to be AI, and people are gonna make a lot of money from it, and they are making money now, but unless you're gonna move your entire business across, I don't think it's um I don't think it's worth doing. I mean, a lot of people are using it for their newsletters and for LinkedIn posts, and you know, LinkedIn's gone from what, like five or ten million actively posting a week to a hundred million plus with a billion users. Would you say that the quality of thought leadership on there is improved? I don't think so. I don't think so at all. Exactly, exactly. Because you know it's AI.

SPEAKER_00 35:18

It's like a bit, then three bullet points, then here's the truth, or here's the thing, nobody, oh my god, everybody's looks the same. And you're right, people are pumping it out. And I'm like, I even I mean I don't go on LinkedIn very often, but they're not there's no engagement on it. No.

SPEAKER_02 35:32

And I think one of the benefits of running the podcast is that you, like you said, you meet so many people. And because I've met so many people who have made a lot of money and therefore made a lot of mistakes, they can cut straight through the bullshit, they can see, right? They understand, they're they are telling you where you should probably be looking because they're walking into the studio with normal jeans, a t-shirt, and a casio and a billion dollars sat in the bank, and that's the kind of person that I'm interested in. And they're the ones who are saying one of the best skills you can get in business is just rebooting the lines. If everyone's pushing you towards something, if everyone's writing content with AI and they're saying I've saved 11 hours a week, go the other way. It's a bit like in the consulting space at the minute, everyone's gone for that group program, right, in the past. Yeah, a massive opportunity now is one-on-ones, one-to-one unscalable consulting because people want that connection. So when everyone goes right, you go left. And I think that's that's where our business has done quite well and our podcast has done quite well because we haven't followed like the whole diary CEO, let's do amazing trailers, let's go the other way, or let's try and do a newsletter and add value there. And I'm a big believer in don't follow the crowd because they're probably gonna fall off a cliff at some point and you're gonna just go with them.

SPEAKER_00 36:41

I love that. So one of my questions was gonna be about AI in content. So do you I guess with a lot of business owners, I'm just thinking about the people listening to this podcast, they know they should be either posting on LinkedIn or they know they should be, I don't know, sending out a newsletter, and they're also like, well, then I have to, you know, pull out another four hours in the week to write. Or is there any tool or hack or anything where you're like, actually, this is saving time, it is helping us repurpose some content, or is it actually, do you know what, you just need to get your voice down on paper and post it?

SPEAKER_02 37:15

Yeah, so I think getting your voice down on paper and post it is a great start. Um, remember that we need to be authentic, so we need to give pieces of our life away, but only two or three. So if people follow me, they'll know that I love to travel, I love fitness, um, I've got a wife called Antonia and a Foxroad Labrador called Olson, and we're moving to the south of France. You think you know me. You don't know me, you only know what I've told you. So that's a good starting point. What do you want someone to know about you without oversharing? That's really important. I think another part of that is you know, it's really important to understand that we we can give away information without having to gatekeep everything as well. So we can give the business knowledge away without it all being without it all being out there. And we shouldn't be scared of giving away loads of information. I think the best hack though for with AI that we've found is, and I'll bring it back to podcasts, as a host or a guest, instead of a clawed project, and all it has to do, used to do Chat GPT, now it's clawed, all it has to do is help you with the deep research and structuring of either your interview, whether you're the host or I guess same interview if you're a guest. So I'd want to know, I can show you why I've everything about I already know you, but everything about Emma Mills, I want to know everything going on in the business, I want to know everything she's posting online, I want to know everything that she's spoken about recently on podcast as a guest or as a host, and which clips did well. Bring that all to me. If I was then gonna be a host and I was interviewing you, I'd then have that structured in a story format to give me questions that I could take you on a tangent with. So if I want to talk about um how I save time in in my business, and I want you to talk about specific areas of um of assisting that you can help with, I'd have tangents that I could take you on, but then I would know where you're gonna go because I've already read your content and my AI has told me everything you're probably gonna say, because usually we repeat the same stuff because we're supposed to.

SPEAKER_01 39:10

Yeah.

SPEAKER_02 39:11

And that would then help me then take the story to a certain point and then take you back to where I want you to go. That can all be done by AI. So when I have a podcast, I have an iPad in front of me, it's just story arcs, just telling me exactly where I want to take you and how to get back if you go on a tangent I wasn't expecting, because I still want to follow my way of doing it. And you can do that as a host and as a guest. You can also get enough research as a guest, and one of the biggest hacks as a guest is just knowing who the host is and who their audience are. So, my best example of this is um Lauren Tickner, who was a guest on our podcast. I've never had someone who knew so much about our audience. She knew everything about our audience demographics, who they were, what they're interested in, their ages, why they were listening, who they've listened to in the past, so she could reference me, Antonia, the podcast, our fitness, previous guests. That is that is making her borrow trust ten times more. Because not only have I introduced her in front of my audience as an authority in something, she's then showing that she cares about that audience who aren't there for her, right? They're there for me because they're loyal to me and my newsletter and my podcast, and she understood that better than anyone.

SPEAKER_00 40:19

So, do you mean she tailored her story, everything she talks about, everything specifically to your audience?

SPEAKER_02 40:25

Even her offer.

SPEAKER_00 40:26

Wow.

SPEAKER_02 40:27

Everything. And so that is that is the best way I would say you can use AI because if we don't think about AI as content that's doing it for you, it's just helping you come up with it. It's done, it's done everything. It's got you as much authority as it could possibly get. Then of course, there's loads of tactics, right? I'm not massive into tactics because they change, but everyone knows about Claude and Tragic BT being able to do write posts for you. Um you just need to change them because they're not super authentic. Same as Pressmaster can do the same thing. Um, Opus can do your clips. These are just you can Google this stuff, right? Everyone knows those things. But the main thing I think is understanding the the value in understanding who the audience is, who you're talking to, and why you're trying to get this value across. And then just staying in between those sort of those areas, right? Because there's a number of things we should talk about, I believe. So we should be giving people, you know, we should speak about our our fitness, maybe our what we eat, our maybe our finances, our faiths, our beliefs. Those things are what people want, and that's how we build trust. Like when we had coffee before, imagine if we just come in and you just said, okay, what's the business doing? What's your current offer? What's the revenue? Team members. I'd be like, Em, what's going on? I mean, it's just calm down. We spoke about ski trips, we spoke about food, what's going on with people we have in common because that's how we build trust as people, and I think that is all content is.

SPEAKER_00 41:53

So you've used the phrase like authentic marketing.

SPEAKER_02 41:55

Yeah.

SPEAKER_00 41:56

I I feel like it's obvious to us what that means, and it's it's giving part of yourself. Like you've talked about that you know that you want to move to the south of France, and I talk about Ralph and Joe and Iron Man that were renovating a house. But so I think to a lot of people it's not obvious still. And again, I was I was in a room yesterday, and um there's quite a few people in the room that know they should be doing more content, and I was talking to them about somebody else. Do you know Rachel Harris? She's my new um my new fangirl, Crispin knows. I talk about she's smashing it in the accountancy world. Cool, she's done a really amazing job of you know who she is, what she stands for. Um, I know I know that she's trying for a baby. I know, do you know, like I just I feel like I know, and I've only been following her for a couple of weeks now. I've already bought an online course off her. Do you know like that's how quick, like I'm like, I like what this girl stands for. But I think to a lot of business owners, if you don't naturally feel confident with writing or recording or video, that people don't get that you want to attract the tribe that will like you. So so yesterday in the room, people will go, oh well, I'm not young and pretty, or I'm not um, I'm not as funny as Nigel, or I'm not. My question is, how would you advise someone, listen to this to go, well, I don't know what my my like my story is or how to get it out, or what should I be? Like, is there a kind of a bit of an iterative process you'd go or just like um do you know, kind of like go through the things you like or the things you stand for, your values? People talk about personal brand a lot, and I think it's so wishy-washy now. Like, how would you help someone who's I don't know, they might they might mow lawns or they might be a dog walker or but they still want to get their author authentic thing out. How would you help them come to what that is?

SPEAKER_02 43:40

So, firstly, I I I would say to that person, good. It is good that you feel like that because that is your personality straight away. Some people are just immediately happy to be confident, this is what I stand for, this is what I do. They are then gonna attract the person that is exactly like that.

SPEAKER_01 43:56

Yeah.

SPEAKER_02 43:56

When we're going on podcasts and we're doing newsletters, we're not talking about doing Instagram reels, which are highly performative. We're talking about trying to genuinely be real. So if you try and follow the trends, you're gonna get caught out so quickly. Yeah. Because there's no way we could sit here for an hour if one of us was faking this, right? It just wouldn't work. So the first thing is good. I'm glad that you're feeling like this. Let's find some things that you like. So I know of someone who does 20 grand a month teaching knitting because her favorite thing to do in the world is knitting, right? And so I understand that if you're not a knitting coach, I mean not looking to start a new business, that doesn't quite help you. But you will definitely have a few things. Okay. Mowing the grass is a fantastic thing. Look at uh Francis Bourgeois, the train guy.

SPEAKER_01 44:39

Yeah.

SPEAKER_02 44:40

So he has a massive business behind him based on his love of trains. So I think authentic marketing or authenticity is super. Overused now. It just means you know, let's just try and be authentic, let's try and be us, but that's a bit cringe. It's kind of the point, though. The point is, we're not trying to bet everyone else. That's the main thing. So there are loads of little tips and hacks and workshops and stuff we can do. But if you're listening to this and you're thinking, well, what's I'm too scared, I'm not confident, I don't know what to do. That's your first point of call. When I started my business, I was like, I'm not gonna do content. I'm not gonna start. I keep going back to it, dancing on TikTok. I'm not gonna do these reels of me doing different things, I'm just not gonna do it. Therefore, my business is around people helping to do content who don't like to do content. So we do podcasts, newsletters, that kind of stuff. Because it's still content without me having to do things I don't want to do. So I think as a superpower. Accountants who's an amazing one. Look at um Josh Thomas, just sits there and just talks about value every single day. If you are, well we've got a client who's in recruitment and she is super introverted, she just talks about recruitment but in a different way. She's like, this is who I am. I'm gonna attract the crowd of people who are probably slightly more reserved. She then works with, she actually works with um, she recruits for science roles who tend to be slightly more introverted, slightly quieter, slightly more reserved. Perfect. I think I think that is your superpower. If you're struggling, good. That's where you should be. You're in a place where, you know, if someone's struggling with confidence and they're struggling with their story and they are quiet, they probably, I'm guessing, they probably do have hobbies that are slightly more reserved.

SPEAKER_01 46:18

Yeah.

SPEAKER_02 46:18

You know, and this is all I'm just assuming, unless I've actually met someone, but I think that's that is your superpower without even knowing it. So I would never say just start posting. I would say, okay, write down on a piece of paper, on one side, all the things your industry currently believes is true and is happening, and then you write down the other side why you disagree with all of them, or the ones you do disagree with. That's a good starting point. Then you've got your genuine world views and your industry views to then start you to then come out of this sort of pyramid of sort of almost belief or or trust marketing or authentic marketing to say this is why it's different.

SPEAKER_00 46:54

Yeah.

SPEAKER_02 46:55

This is my story. Let's go.

SPEAKER_00 46:56

I love that. And even though I feel like a lot of people listen to this will think, oh, but it's saturated in my industry, or good. Yeah. Well, and also I just think like there's not actually that many people posting, is there? Like it's the one percent that you just constantly see, isn't it? And the 99% are just consuming, yeah, not actually creating it.

SPEAKER_02 47:16

And both of those have weaknesses, right? Because if someone's posting every day or five days a week, you're probably after a few months, unless they're good, you're gonna get bored of it. If it's day in their life every day, if it's my morning routine, you're just gonna get so bored. Same as the person who doesn't post, you're just not gonna see them. So there is a happy balance. I I genuinely think three times a week to be seen online is more than enough. Really? Yeah, yeah, yeah. Three or four times a week online is more than enough. As long as it's platform specific, and like I say, I only really post on on LinkedIn and the podcast, that's all we and the newsletter, that's all we really do. A little bit of Instagram, but I'm no good at it. It's just these little areas that are enough for someone to go, I like you, I like what you stand for, I need help.

SPEAKER_00 47:58

And then just in terms of picking a platform, is there always one like is it is it dependent on which the person feels most comfortable with, or is there one that you would suggest? I was listening to one of your podcasts with Matt actually, and you were talking about the opportunity in LinkedIn. Um that actually, again, the very small portion of people post. Like, is it would you always kind of go to that? Would you how would you let help someone guide with that?

SPEAKER_02 48:22

I think the opportunity is massive on LinkedIn still. I think you can do very, very well on LinkedIn because the content, like we said, is it it was um it was very empty, then it got very saturated, but everyone's gone to AI. The good thing about that, in the same way as a market being saturated with businesses that do the same thing, yeah, it means it's very easy to stand out. Yeah. Like we have lots of clients that do I love working with boring businesses. So we've got, you know, tax, uh, got sustainability consultants, we've got IT consultants, energy consultants, because they're like, oh, it's really hard to stand out, and we're like, perfect. You have to do one thing differently, and you are the shining light. So it's the same on LinkedIn, you can just do one or two things differently and you become the go-to person. LinkedIn's changing super quickly now. So, like Instagram changes the algorithm every day, LinkedIn's getting there. Oh, really? It's really, really moving quickly. So people are panicking that their impressions drop or their sales are dropping off. Just because you you think LinkedIn is how it used to be, which is the same for a year or two at a time, it just changes more often now. Which is why I would always say do podcast first, because podcast is giving you the live data, live feedback, you can change your messaging all the time. You've then got written content, you've got a new audience that you're getting in front of, and you've got video content. Yeah. And then anything that does well from this show, for example, I've got as clips, I've got as long form, I've got as written content that we can then use carry ourselves and stuff. I can also iterate on anything I've said that's done well, because I can see live that your audience liked it. It's perfect. It's the best way to hone in on what you actually want to achieve.

SPEAKER_00 49:51

Um, we don't have much time left. I can't think of how quickly that's just gone. I just wanted to pick up on like one phrase that I've seen you use so much recently, and it's this bistro table idea. Can you just like I think it's oh my god, that if well, you can't see this on the camera, but there is literally a little bistro table with two chairs on the back of Freddie's arm. So can you just like chat us through that concept? Because I just think it's so simple. I get it instantly when I read about it in your newsletter, and I just it might just spark something for somebody else to go, I'll I love that. Do you know? And just get their own version of it.

SPEAKER_02 50:22

Yeah, so I love the idea of of what I've phrased as the digital bichot table. So my favourite thing to do in the world is sit in somewhere in the south of France or Italy in a plaza. You sit a little bichot table, maybe it's wood, maybe it's metal. You know, the ones where you've got a little espresso in a plaza, and you're maybe you've got a paper or you're with friends or family and you're watching the world go by. Pastry. Pastry art. Perfect. You can literally see it, can't you? The pigeons, whatever it is. The point is that when you're sat there, it feels like you could introduce someone, someone could come and sit with you, and you could teach them a lot about your life in a very relaxed and authentic and lovely way. And that's my happy place. I love to do that. I rate beach tables on my phone and my notes app based on where I've been, whether they're in Copenhagen, the US, France, nearby, I will tell you where the best coffee and place to sit in people watch is. But imagine if you could do that online. Imagine if someone could sit with you and spend time with you in a way that they feel is super opening, super, you know, um, you've opened up your life to them. So when they get on a call with you or they look at working with your team, they ask you a question. So usually, if I get on a sales call or or Nick, our sales manager gets on a sales call, they will say, Is it's Freddy in France, yeah? Or where is he at the minute? And I'm like, that is literally what I'm trying to achieve personified, because they already know something that I want them to know about me without them knowing everything that's gone on in my life just enough. They just know my worldviews, they just know what I what I stand for. And I think if we can all just create a little bistro table digitally where we invite people in, that's all we need in our businesses.

SPEAKER_00 51:58

Oh my god, I love that. Freddie, where can people find you?

SPEAKER_02 52:02

So you can find us on uh on LinkedIn, I guess. Uh the website recognized, and then the podcast, which is called The Healthy Entrepreneur.

SPEAKER_00 52:10

The Healthy Entrepreneur podcast. Um, it's been an absolute pleasure, Freddie. I feel like there's so much value in, and also so much value for me. I need to like realisten. So I feel like me and Chris Finn have got a little plan of attack after this episode as well. So thank you so much for today.

SPEAKER_02 52:24

Thank you for having me, and thank you for showing me Manchester. Awesome, I'll be back.