Stop giving discounts and start offering incentives.

John Dwyer is the founder and driving force of the Institute of WOW, a marketing agency that specialises in creating knock-out customer attraction strategies.

In this episode of the Abeceder podcast The Independent Minds John explains to host Michael Millward how to create knock-out marketing campaigns using incentives and competitions.

During their conversation Michael and John discuss:

• What makes a good marketing incentive?
• How to identify the incentive that you might offer
• Why marketing incentives work
• How to deliver marketing messages in knock-out ways
• Why incentives are better than exhibition giveaways and sponsorships
• How to run a lead generation competition

More information about John Dwyer and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds – Please help us to keep The Independent Minds free to listen to.

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance

Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

No one wants to be sold to, but we all like to be served. So, what will help you grow your business?

That is the question that St John Craner answers in what host Michael Millward describes as a fascinating episode of The Independent Minds.

St John is an Englishman who emigrated to New Zealand, a country with famously more sheep than people, and became an expert in selling to that agricultural community.

Notoriously difficult to sell to St John realised that he would be more successful if he stopped selling and started serving the needs of his potential customers instead.

You will hear St John explain how he changed everything from his attitude to his language to build the trust that creates strong relationships and delivers more sales.

St John focuses on sharing what he learnt in agricultural sales with sales people in every industry.

More information about St John Craner and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

Buy books by St John Craner on Amazon.

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance

Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

Kate Assaraf explains how she has grown DIP Sustainable by focusing on small shops and avoiding the costs of big channels

Kate Assaraf is the founder of Dip Sustainable which aims to playfully educate people about the environment while encouraging them to buy better beauty care products, which means that can buy less of them, but to do their buying from small retailers.

Offering great products got Kate noticed by the beauty media with features in Allure, Cosmopolitan Magazine, BYRDIE. Going against the conventional business model of the cosmetics industry resulted in Kate being named in 2020 a “Woman Of Courage” in Insigniam Quarterly’s issue celebrating female leaders who “think big, confront challenges head-on and never, ever take the well-worn path”.

In this episode of The Independent Minds, Kate explains to host Michael Millward what inspired her to set-up DIP Sustainable and how she makes working with small retailers work for her business.

More information about Kate Assaraf and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

Visit DIP Sustainable and use offer code FITFORMYAGE at the checkout for a 15% discount.

Buy Company of One by Paul Jarvis on Amazon, Or take inspiration from Kate and support a local book shop at Bookshop.org

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance

Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

Michael Dargie explains how to move your brand from 'meh' to memorable.

Michael Dargie is equal parts creative rebel and strategic thinker, the author of "BrandJitsu™: Move Your Brand From 'Meh' To Memorable", host of the Rebel Rebel podcast and founder of Make More Creative, a Calgary-based Creative Intelligence Agency specializing in brand development, strategy, and storytelling using the BrandJitsu™ methodology he created.

In this episode of The Independent Minds Michael explains the BrandJitsu marketing approach to host Michael Millward

Their conversation covers

• What a brand is
• The importance of making an emotional connection with a brand
• Living your brand so other people can feel your brand

Michael Dargie uses real world examples to illustrate his explanation including Piersons a funeral service based in Calgary.

More information about Michael Dargoe and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

Buy BrandJitsu from Amazon

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance. Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fmto connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

What is it like to go to work everyday feeling like your hair in on fire? Jimi Okubanjo explains the purpose of her film Arise Firebird.

Jimi Okubanjo has designed, led, and executed major transformations across engineering, energy, and financial-services sectors, delivering over $250m in realised value across 18 countries.

Then Jimi decided to launch a career as a maker of films that help to explain what it feels like to be in the minority, so that the people with the power to create change can understand.

In an episode of The Independent Minds recorded in 2024 Jimi and host Michael Millward explore Jimi’s film Arise Firebird

Their conversation covers the

• Reasons why Jimi wanted to make Arise Firebird
• Origins of the films name
• Special challenges that Women of Colour face at work
• Characteristics of bullying and micro-aggressions
• The reasons why employers do not act to address these challenges
• Ways in which people can identify if an organisation is going to be supportive
• The concept of adaptive resilience

More information about Jimi Okubanjo and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

Buy Arise Firebird merchandise on Amazon

• To My Daughter the Firebird: An Arise Firebird Story
• Arise Firebird Journal Hardcover
• Arise Firebird Journal #2: Graph Pages

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance. Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

Discover how to use the principles of physics to power your small business to maximum momentum

Chip Higgins is lifelong banker. When he heard business owners talk about wanting their business to have some momentum, he wondered why the entrepreneurs had decided to use momentum to describe their business objectives.

Whilst listening to a scientist friend who he had asked to explain the scientific meaning of the word momentum Chip recognised that his legacy would be a book which explained how to apply the scientific principles of momentum to a business environment.

After explaining the way scientists define momentum In this episode of The Independent Minds Chip and host Michael Millward explore momentum as an approach to management and leadership including managing employee energy, change management, culture development and company planning processes.

You will leave this episode inspired to investigate how to apply this innovative approach.

More information about Chip Higgins and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

Buy The Bizzics Way: Powering Your Small Business to Maximum Momentum

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance

Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

Reflections on the process of using franchising to grow a business

Carson Wagner was a teenager when she founded Lifetime of Love Nannies. Just six years later she is using franchising to expand her business across all fifty states in the USA.

Lifetime of Love Nannies provides a range of home best care services for children, the elderly and pets that are available 24/7.

In an episode of The Independent Minds Carson discusses with host Michael Millward how she has developed her franchise model so that she can expand her business. Their conversation covers

• The need that Carson identified that led to the launch of Lifetime of Love Nannies
• The unique selling point of Lifetime of Love Nannies.
• The lessons Carson has learnt about running a business.
• The pros and cons of growing in a conventional non franchise way
• The differences between recruiting employees and recruiting franchisees
• What Carson looks for in a franchisee
• How Carson identified what support she will provide to franchisees
• The value of systemisation and routines

More information about Carson Wagner and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance

Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.

Leadership the calm, peaceful and untroubled way creating time to absorb a situation and think.

Thom Dennis is a former Royal Marines officer who became a cultural change consultant and executive coach.

Thom developed Serenity in Leadership, an approach to leadership that aims to provide leaders with a greater understanding of themselves and free them from the constraints of conventional approaches so they can lead in a more authentic and engaging way.

In an episode of The Independent Minds recorded during the reign of Queen Elizabeth II of the United Kingdom, Thom and host Michael Millward explore Serenity in Leadership. Their conversation covers

• The feminine and masculine aspects of leadership
• Conventional expectations of leaders
• The importance of self-awareness for leaders
• How, regardless of our gender, we all have feminine and masculine aspects to our personalities
• How attempts to achieve serenity are impacted by these two sides of our personality
• How these different aspects of our personality impact the way women are treated by men.
• The challenges woman face when leading at work.
• Challenges of leading home workers

More information about Thom Dennis and Michael Millward is available at abeceder.

Audience Offers – listings include links that may create a small commission for The Independent Minds

The Independent Minds is made on Zencastr, because as the all-in-one podcasting platform, Zencastr really does make creating content so easy.

If you would like to try podcasting using Zencastr visit zencastr.com/pricing.

Travel

With discounted membership of the Ultimate Travel Club, you can travel anywhere at trade prices on flights, hotels, trains, and many more travel related purchases.

Fit For Work We recommend The Annual Health Test from York Test; a 39-health marker Annual Health Test conducted by an experienced phlebotomist with hospital standard tests carried out in a UKAS-accredited and CQC-compliant laboratory.

A secure Personal Wellness Hub provides easy-to-understand results and lifestyle guidance

Visit York Test and use this discount code MIND25.

Visit Three for information about business and personal telecom solutions from Three, and the special offers available when you quote my referral code WPFNUQHU.

Being a Guest

We recommend the podcasting guest training programmes available from Work Place Learning Centre.

We use Matchmaker.fm to connect with potential guests If you are a podcaster looking for interesting guests or if you have something interesting to say Matchmaker.fm is where great guests and great hosts are matched and great podcasts are hatched. Use our offer code MILW10 for a discount on membership.

We appreciate every like, download, and subscriber.

Thank you for listening.