Mental health expert Dr Fred Moss joins The Next 100 Days podcast to talk about being an un-doctor.

Kevin and Graham introduce their guest, Dr. Fred Moss, a psychiatrist who refers to himself as the "un-doctor". They engage in some lighthearted banter about pets and technical difficulties before welcoming Dr. Moss to the podcast.

Dr. Moss explains his untraditional approach to mental health, emphasising that he does not diagnose or medicate patients. Instead, he aims to help people see that their experiences are a normal part of the human condition, rather than pathological issues that need to be "fixed".

The group discusses how psychiatric diagnoses can become a way for people to avoid responsibility for their actions and experiences. Dr. Moss argues that these labels can become a crutch, preventing people from taking ownership of their lives and growth.

Dr. Moss emphasises the importance of embracing the full range of human emotions and experiences, rather than trying to eliminate or medicate them. He suggests that being "well-adjusted to a profoundly sick society" is not a sign of mental health.

Dr. Moss explains how many people learn to suppress their true selves in order to fit in and protect themselves. He encourages finding one's authentic voice and frequency as a path to healing and connection.

Dr. Moss outlines his "Moss Method", a list of 20 practices and habits that can support mental and emotional well-being, including gratitude, nature, creativity, and authentic communication.

The group reflects on the key insights from the conversation and the value of Dr. Moss' unconventional perspective on mental health. They discuss how his approach could be applied to support business owners and entrepreneurs.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

DNA Behavior CEO Hugh Massie joins The Next 100 Days podcast to talk about how he is set to transform the way behavioural data can transform financial and sales performance.

Graham and Kevin welcome Hugh Massie, the founder of DNA Behavior, to the podcast. They engage in some lighthearted banter about Hugh's Australian background and his business name spelling.

Hugh explains the core of DNA Behavior's psychometric system. He measures 8 primary traits and 24 sub-traits to build a comprehensive profile of an individual's natural tendencies. He emphasises the importance of understanding people's instinctive behaviours under pressure, not just their learned social behaviours.

The group discusses how DNA Behavior's insights can be used to understand the dynamics of teams and organizations, drawing parallels to the characters in the TV show "The Office". Hugh explains how the system helps identify strengths, weaknesses, and potential conflicts within a group.

Graham expresses concerns about whether people will be willing to surrender the "deeper" aspects of their personality? Hugh addresses this by explaining the importance of psychological safety and how the system is designed to build trust and transparency.

Hugh outlines how his approach can directly impact a company's financial performance and valuation. This is by helping leaders make better decisions around innovation, cost management, and other key business drivers. He cites data showing a 23% average revenue growth for customers.

The group explores how his profiling capabilities could be applied to other domains, such as investor screening and selection. Hugh explains how the digital scanning technology allows for profiling large groups of people at scale.

Graham and Kevin reflect on the insightful and engaging nature of the conversation, noting the unique capabilities of DNA Behavior's approach. They express interest in further exploring the system and its potential applications.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at

This podcast discusses alternative ways to wealth management. Rebecca Irey from Austin, Texas, joins to share how she sets people free with generational wealth creation. A fascinating podcast.

The discussion begins with a casual conversation about the differences between England, Ireland, and the UK. Rebecca shares her American perspective that she sees them all as the same, which her Irish friends disagree with. The group debates the nuances of the regions and the local reactions to immigration.

Graham and Kevin introduce the "Next 100 Days" podcast and welcome Rebecca as a guest. They establish that the discussion will focus on wealth management from a US perspective, with Rebecca's expertise.

Rebecca shares her personal story of growing up on a ranch in South Dakota and experiencing the loss of the family's land due to financial mismanagement. This shaped her views on the importance of understanding financial rules and leveraging money rather than just earning it. She explains her belief that wealth is about having enough to do what you want, when you want.

Rebecca describes how she has set up her children and grandchildren to be financially secure, using tools like indexed universal life insurance policies to create generational wealth. She contrasts this with the traditional "earn, save, invest" approach and explains how she helps younger clients leverage their money rather than just accumulating it.

The group discusses the philosophical differences between "owning nothing and being happy" versus the traditional Western view of accumulating assets. Rebecca explains how she helps clients control their finances without necessarily owning everything, while Graham and Kevin share their concerns about the potential downsides of that mindset.

Rebecca provides a positive testimonial about her experience on the "Next 100 Days" podcast, noting that she enjoyed learning different perspectives from the UK-based hosts.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads, and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Financial Intelligence. Nikola Jakic from Compass App AI combines your financial data with context to give you confident decision-making.

Kevin and Graham introduce themselves and welcome their guest Nikola Jakic. Nikola is the founder of a financial AI tool called Compass AI. He provides background on how he came up with the idea for Compass AI based on his experience as a CEO of a software company. Then he discusses the limitations he faced in managing the financial aspects of the business.

Nikola explains that Compass AI combines a company's financial data with business context. Doing this provides insights and recommendations to help founders and fractional CFOs make better decisions. The tool can connect to accounting systems like Xero and QuickBooks, categorise transactions, generate forecasts, and allow users to interact with the data through natural language prompts.

Kevin and Graham discuss how Compass AI is positioned to serve small and medium-sized businesses. This as opposed to targeting the enterprise market that many financial software tools focus on. Nikola shares that his initial target audience was founders, but he has also found interest from fractional CFOs who can use the tool to provide more value to their clients.

The group explores Compass AI's competitive landscape, noting that while there are tools targeting CFOs and larger enterprises. He explains there is less focus on the small business market that Nikola is pursuing. They discuss Nikola's strategy of starting with founders and growing with them as their businesses scale, rather than chasing the enterprise market directly.

Graham and Kevin provide a positive recap of the discussion and encourage Nikola to continue focusing on his target market and leveraging the natural, conversational style he demonstrated during the podcast. They express enthusiasm for the product and suggest ways Nikola could use snippets of the conversation for marketing purposes.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

John Bush has created a way for businesses to be seen by Large Language Models called Answer Engine Optimisation.

Kevin and Graham discuss reaching their 500th episode of The Next 100 Days podcast. They reflect on their journey over the past 10 years and how the podcast has evolved. They introduce their guest, John Bush, an expert in "Answer Engine Optimisation" (AEO). John will discuss how businesses can optimise their content for AI-powered search engines like ChatGPT.

John shares his background, including his experience in telecom, startups, and cloud infrastructure. He explains how he became interested in AEO after seeing the impact of AI on his marketing consultant friend's business. John describes the process of developing an AEO analysis tool. The tool evaluates websites on factors like visibility, accessibility, and authority. The outcome means businesses can make their content more searchable and usable by large language models.

Kevin and John discuss the declining importance of traditional Google search and the growing prominence of AI-powered search tools like ChatGPT. They explore how businesses need to adapt their content and website structure to be more easily understood and referenced by these new search engines, rather than just optimising for Google.

John demonstrates a tool his team has developed that can automatically analyse a company's competitive landscape and provide insights based on the data, without relying on the company to manually gather and synthesise the information. He explains how this type of AI-powered analysis can be applied to various business functions, such as RFP responses and lifetime value calculations.

Kevin raises concerns about the potential risks of using AI-generated content, such as the ability to verify the accuracy and provenance of the information. John discusses efforts to address these issues, including watermarking content and providing audit trails for AI-powered decisions.

John and Kevin discuss the broader implications of AI in the enterprise. They cover the importance of data stewardship, security, and the role of human expertise in augmenting AI capabilities. They explore how AI can be used to automate and enhance various business processes, while also highlighting the need to carefully manage the integration of these technologies.

Kevin and Graham reflect on the evolution of The Next 100 Days podcast over the past 10 years, noting the shift in focus towards AI and technology. They express their enthusiasm for continuing the podcast and exploring the latest developments in this rapidly changing landscape.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you...

Dan Norcross helps landlords, investors, and agents across Cheshire and the North West maximise property Income. There is hassle-free income and exceptional returns through expert property management, guaranteed rent, and serviced accommodation solutions. Tune into episode 499 of The Next 100 Days podcast to get the insights from Dan Norcross.

Kevin and Graham welcome Dan Norcross to the podcast. Dan introduces himself as a property entrepreneur who has been in the business for less than a year. He has already built up a portfolio of 6 rental properties. He explains that he is focused on the "rent to serviced accommodation" model. This provides short-term housing for contractors working on a major construction project in the local area.

Dan discusses how he has been able to scale his rent to serviced model quickly. He leverages investor financing to acquire additional properties. He explains the economics of the model, noting that he is able to generate around £1,000-£2,000 per month in profit per property. Dan also shares his plans to expand into other property investment strategies like title splits and purchase lease options.

Dan describes how he has been able to raise significant investor capital, around £400,000 over the past 6 months, to fund his various property deals. He discusses his approach to pitching deals and structuring the investments to provide attractive returns for his investors, often in the 30-50% range.

Dan shares that he is now looking to take on larger, more complex property deals, including a title split project on a block of flats in Devon. He explains the mechanics of the title split strategy and how it can add significant value. Dan also discusses a purchase lease option he is pursuing on a hotel in Scotland, which will involve raising £140,000 from investors.

Kevin raises the question of what would happen if something were to happen to Dan, noting that he is a single point of failure in the business. Dan acknowledges this as a potential risk and agrees that he should consider putting safeguards in place, such as partnering with a management firm to ensure business continuity in the event of an unexpected absence.

Graham and Kevin reflect on the interesting and innovative property investment strategies that Dan has shared, noting that it has opened their eyes to new models beyond the traditional buy-to-let approach. They express admiration for Dan's ability to structure win-win deals that benefit investors, tenants, and himself, and wish him continued success in his property ventures.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing...

Etinosa said she doesn't have a nickname, but we felt she is the Pricing Maven! Get ready for some deep pricing insights on this week's episode of The Next 100 Days Podcast.

Etinosa, an expert in pricing and behavioural economics, discusses her approach to helping companies optimise their pricing strategies. She explains the "decision-offer pricing framework" which involves mapping monetisation zones, conducting pricing research, framing the pricing, and continuously testing and adjusting. Etinosa emphasises the importance of understanding customer psychology and value perceptions when setting prices.

Etinosa describes how companies often make the mistake of letting their sales team prioritise velocity over profitability, leading to excessive discounting. She explains how her team works to align the departments—sales, marketing, finance, and product— to develop a cohesive pricing strategy that captures the true value delivered to customers.

Etinosa discusses specific pricing tactics and frameworks, such as using "decoy pricing" to steer customers towards a preferred option, and the importance of understanding reference points and how customers evaluate value. She provides examples of how her team has helped clients reframe their pricing to be more effective.

Etinosa shares that in addition to her consulting work, she is also involved in real estate investing and financial counselling for individuals, which she finds very rewarding. She discusses how her background in behavioral economics informs her work.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com

Website Design agency "ALT Agency" was founded by Craig Murphy in 2005 and has grown to a team of 16, and is poised for significant expansion. In this podcast, we explore website design and what to consider in the age of AI.

• Craig, a neurodiverse founder with autism, has successfully built the agency by leveraging his strengths and adapting his leadership style
• The web design industry is evolving with AI, requiring agencies to educate clients and adapt strategies for brand building and search optimization

• Founded by Craig Murphy in 2005-2006
• Currently has 16 team members, recently added 5 new hires
• Expanding business development, development, design, paid media, and SEO teams
• Shifted from a Microsoft-style company culture to a more diverse team with varied personalities

• Shift from in-person meetings to efficient Zoom calls post-COVID
• Increased focus on ROI, lead generation, and conversion optimization
• Growing importance of AI in search and content creation
• Need for educating clients on AI's impact on web presence

• Three pledges: on budget, on time, and client satisfaction guarantee
• Money-back guarantee if clients are unsatisfied with designs
• Focus on high-end, luxury feel in their own website redesign
• Strong project management process to ensure client satisfaction

• Recently diagnosed with autism, which has influenced his approach to business
• Naturally gifted in coding and project management
• Learned to delegate responsibilities and trust team members
• Working with an executive director to structure the business for growth

• Mix of local Birmingham clients for smaller projects
• National clients for larger e-commerce and maintenance projects
• Specialising in web design, development, and digital marketing services

• Investing in team expansion ahead of anticipated growth
• Focusing on brand building through podcasts and media appearances
• Exploring AI-driven solutions for web design and customer interaction

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads, and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at