Building in Public with David Ellis

Unlocking Success in Business and Finance: Resilience, Leadership, and Innovation
Episode Summary

In this episode of the Build in Public Podcast, I sit down with Graham Davies, founder and CEO of Addition Finance. From dreaming of a career in professional rugby to reshaping the landscape of finance for startups and SMEs. The discussion covers lessons learned from both sports and business, the challenges of scaling a company, and the importance of technology in modern accounting.

Graham’s candid reflections provide invaluable insights for entrepreneurs navigating the complexities of leadership, growth, and innovation in today’s B2B market. 

If you’re looking for actionable advice and real-world examples of business resilience, this episode is a must-listen.

Guest Profile

Name: Graham Davies

Title: Founder & CEO of Addition Finance

Background: Graham’s professional journey began with a pivot from his dream of professional rugby to the world of finance. His passion for automation and innovation shaped his career as he transitioned from traditional accounting roles to becoming a portfolio CFO. 

Now, as the CEO of Addition Finance, Graham leverages his experience to deliver tech-enabled financial solutions that empower startups and SMEs.

Key TakeawaysHow did Graham’s early passion for sports influence his business mindset?

Graham’s experiences on the rugby field and later in rowing taught him invaluable lessons about perseverance, teamwork, and discipline.

• Resilience: Whether facing setbacks in sports or challenges in business, Graham emphasised the importance of “just showing up.” He likens tough weeks in business to rigorous rowing training, saying, “Just do the training,” even when motivation wanes.
• Teamwork: Rugby and rowing instilled a deep appreciation for collective effort. In both sports, success relies on every individual executing their role perfectly—a principle that translates seamlessly to building and leading business teams.
• Adaptability: These lessons not only prepared Graham for a successful finance career but also for the unpredictable nature of entrepreneurship. His ability to pivot and overcome obstacles reflects the mindset he cultivated through years of competitive sports.

What are common mistakes startups make with their finances?

Drawing from his years as a CFO and portfolio CFO for startups, Graham identified recurring issues that can derail early-stage businesses:

1. Lack of Financial Reporting: Startups often overlook the importance of accurate and timely data, making it difficult to gauge performance or make informed decisions.
2. Growth at All Costs: Venture-backed startups sometimes prioritise rapid expansion without considering whether their spending is generating meaningful returns. Graham cautioned against the "spend it because we’ve raised it" mentality, sharing examples of businesses that deployed capital inefficiently and struggled to raise subsequent funding.
3. Neglecting Efficiency: Graham champions the importance of tracking the ROI of every expense. He urges startups to experiment with small budgets and validate their models before scaling up.

What lessons did Graham learn transitioning from CFO to CEO?

The shift from managing finances to managing people brought new challenges and opportunities:

• Building a Team: As a CFO, Graham focused on numbers and processes. As a CEO, his priority became hiring the right people, aligning them with the company vision, and empowering them to succeed.
• Over-communication: Early in his CEO journey, Graham assumed that once something was communicated, it would naturally stick. He learned that leaders must reinforce key messages repeatedly to ensure alignment.
• Empathy and Patience: Coming from a systems-driven background, Graham had to develop greater empathy and adaptability when working with people, recognising that business success hinges on team cohesion and morale.

What challenges do businesses face when scaling?

Scaling requires founders to shift their focus from doing to delegating, a process that is both rewarding and difficult:

• Letting Go: Founders often struggle to trust others with tasks they used to handle themselves. Graham shared how hiring the wrong people early on reinforced his instincts to micromanage, a habit he had to overcome to focus on strategic leadership.
• Professionalising the Business: Graham emphasised the need to formalise processes and structures, such as creating employee growth plans and bringing in specialised leaders to handle key areas like technology, operations, and customer success.
• Balancing Speed with Strategy: He warned against rushing growth without a clear plan, noting that sustainable progress comes from aligning people, processes, and vision.

What’s next for Addition Finance?

Addition Finance is on the cusp of a major technological breakthrough, with plans to launch fully autonomous bookkeeping features in early 2025. Graham shared his vision for the company’s future:

• Empowering SMEs: By combining automation with high-quality service, Addition aims to level the playing field for startups and small businesses, providing them with tools once reserved for large corporations.
• Global Impact: Starting with the UK market, Addition aspires to expand globally, making advanced financial management accessible to businesses of all sizes.

Chapters and Time Stamps[00:00] – Welcome and Introduction

David welcomes Graham and sets the stage for an insightful discussion.

[00:30] – Graham’s Journey to Entrepreneurship

From an aspiring rugby player to an innovator in finance, Graham shares his career evolution.

[07:25] – Lessons from Sports

Graham discusses how rugby and rowing shaped his approach to teamwork and resilience.

[10:40] – Common Financial Mistakes in Startups

Insights into the pitfalls startups face and the importance of efficient financial planning.

[20:55] – Transitioning from CFO to CEO

Graham reflects on the challenges and learnings from stepping into a leadership role.

[35:48] – The Role of Marketing and Brand

A deep dive into brand-building strategies for SMEs and the importance of data-driven decisions.

[44:52] – What’s Next for Addition Finance?

Graham outlines plans for groundbreaking financial technology to disrupt traditional accounting.

About the Podcast

The Building in Public Podcast is a platform for entrepreneurs and innovators to share their journeys, offering insights into the challenges and triumphs of building businesses. 

Hosted by David Ellis, the show emphasises authenticity, actionable advice, and real-world strategies for B2B Growth!

From Corporate Life to Startup Success: Journey of a Serial Entrepreneur Episode Summary

In this episode, I talk with Ritu Soni Srivastava, a seasoned entrepreneur and the founder of TheLightbulb.ai. 

Ritu shares her unconventional career path, from the corporate world to entrepreneurship, her experiences building two startups, and valuable lessons learned along the way. 

The discussion covers the challenges and triumphs of founding startups, strategies for product development, balancing family life with entrepreneurial pursuits, and the importance of process-driven success in B2B environments.

Guest Profile

• Name: Ritu Soni Srivastava  
• Background: Founder of TheLightbulb.ai, former corporate executive, radio jockey, and founder of a health-focused startup acquired by U.S. investors.  
• Experience: 23+ years, split evenly between corporate and startup spheres.  
• Specialisation: B2B product development, consumer insights, emotion AI, and process management.  

Key TakeawaysHow Did Ritu’s Journey from Corporate to Startups Begin?

Ritu shared her unique career shift from corporate positions at Bharti Airtel to becoming a radio jockey and later, a startup founder. Her dissatisfaction with corporate life and the desire for flexibility after becoming a mother were pivotal in her move to entrepreneurship.

What Inspired the First Startup Focused on Weight Loss?

Ritu explained how personal struggles with postpartum weight loss motivated her to create a product that could guide others. Despite her initial DIY approach, customer feedback led to crucial iterations that emphasized hyper-personalization and behaviour change.

How Did Ritu Adapt Her Leadership Style in Her Second Startup?

Having learned from the management challenges of her first venture, Ritu now focuses on overseeing her team without micromanaging. She emphasises building effective processes over obsessing about outcomes and ensures her well-being through defined work hours and team respect.

What Lessons Did Ritu Learn About Fundraising and Scaling?

Ritu highlighted the pressure of fundraising and the subsequent demands on founders to demonstrate rapid growth. She stressed the need for focus, saying, "Process KPIs should drive behaviour, not revenue KPIs."

Why Is Fitness Important to Ritu as an Entrepreneur?

Fitness became a mental health anchor for Ritu during high-stress periods. Now a dedicated weightlifter and MMA enthusiast, she finds that fitness instils confidence and resilience, qualities essential for leadership.

What Are the Unique Challenges Faced by Women Founders?

Ritu candidly discussed the underrepresentation of women in entrepreneurship, with only 2-3% of global VC funding directed to female-led startups. She advocates for perseverance despite these barriers.

Chapters and Time Stamps[00:00] – Introduction

David welcomes Ritu and sets the stage for the discussion on building in public.

[01:06] – Ritu’s Background

Ritu recounts her career trajectory from corporate jobs to entrepreneurship.

[03:26] – The Decision to Start a Business Post-Motherhood

Insights into balancing family life and pursuing a startup idea.

[07:16] – Creating a Weight Loss Product

The story behind Ritu’s first startup and key product development lessons.

[15:14] – Challenges of Scaling and Leadership Shifts

Ritu reflects on team growth, funding pressures, and adapting her leadership style.

[25:37] – Transition to a Second Startup

Exploring lessons from the first venture and implementing new strategies at TheLightbulb.ai.

[37:12] – Fitness and Leadership

The positive impact of fitness on Ritu’s life and its connection to leadership.

[41:08] – Being a Female Founder in Tech

Ritu’s perspective on gender biases and the path forward for women entrepreneurs.

[50:13] – Journey of TheLightbulb.ai

How Ritu’s current venture leverages emotion AI and its evolution in the tech landscape.

About the Podcast

The Building in Public with David Ellis, focusing on the transparent journeys of entrepreneurs and startup founders. It delves into their challenges, strategies, and insights to offer valuable lessons for anyone building a business.

In this episode Building in Public with David Ellis, we interview Olly Fawcett, Founder and CEO of 303 London, a creative and performance marketing agency. 

We dive into 303 London’s 10-year journey, discuss the integration of creative and performance marketing, and share strategies for client acquisition in the ever-evolving digital space. 

True to the Build in Public approach, Olly doesn’t sugarcoat anything. If you want a real look behind the scenes of running an agency, with all the lessons and hard truths along the way, this is the episode for you.

Olly Fawcet Profile

Known for his candid, no-nonsense approach, Olly is deeply honest about the challenges of running and scaling a business. 

He started 303 London with a focus on content creation, but over the years, he’s evolved the agency into a hybrid model that blends creative and performance marketing to drive results for premium and luxury brands.

Throughout his decade-long journey, Olly has experienced the highs and lows of rapid growth, learning valuable lessons along the way about scaling too quickly, maintaining company culture, and navigating the increasing competition in the agency world. 

He’s passionate about the importance of quality creative in advertising and believes in a practical, omni-channel approach to client acquisition. Whether he's sharing insights about winning clients through Instagram DMs or the hard truths about agency life, Olly brings a grounded, transparent perspective to the world of marketing.

10 Key Take-Aways (This Is An AI Generated Summary)1. How did 303 London evolve over the past decade, and what inspired its growth?

Olly shared the journey of starting 303 London in 2013, initially focusing on content creation for theater productions. 

Over time, the agency expanded into creative and performance marketing. The shift came from recognising that blending high-quality creative with performance-driven strategies was the key to long-term success. 

Olly emphasised that the ability to adapt to market demands while maintaining a strong creative vision has been crucial for their growth.

2. What client acquisition strategies are most effective for agencies today?

According to Olly, an omni-channel approach is essential for sustainable client acquisition. 

While cold emails, referrals, and in-person events are all effective, the key is combining them for maximum impact. He stressed that no single channel should be relied upon exclusively; instead, agencies should diversify their outreach and ensure they consistently show up in multiple places where potential clients are engaging.

3. How do you successfully integrate creative content with performance marketing?

Olly explained that creative is the most important variable for successful advertising. 

He believes that while performance metrics and data-driven strategies are vital, they need to be supported by strong creatives. 

The agency has focused on building a seamless ecosystem where creative assets fuel both organic and paid campaigns, ensuring that content connects with the right audiences in a meaningful way.

4. What challenges do agencies face in today’s competitive landscape?

Olly highlighted the increasing competition in the digital agency space, with more agencies emerging post-COVID. 

He explained that clients now have more options, making it harder to stand out. To overcome this, he emphasised the importance of delivering exceptional service and not over-promising on what can be achieved. 

By staying true to their values and delivering consistently, agencies can navigate this crowded market.

5. How can B2B companies use LinkedIn to boost client acquisition?

Olly agrees that LinkedIn is an invaluable platform for B2B businesses, particularly for retargeting. 

We discuss using LinkedIn ads to stay visible to potential clients who have already interacted with your brand. The focus should be on non-salesy, value-driven content like case studies and thought leadership pieces to build trust and maintain top-of-mind awareness.

6. What are the biggest challenges of scaling an agency too quickly?

Reflecting on his own experience of rapid growth, Olly discussed the pitfalls of scaling 303 London too quickly. 

He noted that growing too fast can lead to a breakdown in company culture, inefficient onboarding, and a diluted sense of identity. The lesson: scaling needs to be done at a sustainable pace, with a focus on maintaining the core values that made the agency successful in the first place.

7. What are your predictions for the next 6 to 12 months in the marketing industry?

Olly predicted that content quality will become even more important, with businesses needing to create content that truly resonates with their target audience. 

He also forecasted a potential decrease in the number of agencies, as those that can’t differentiate themselves may struggle to survive. 

However, he sees great opportunities for those who can master content marketing and client relationships.

8. How do you create ads that don’t feel like ads?

Olly stressed that audiences are becoming increasingly resistant to traditional, sales-heavy ads. 

To break through the noise, businesses should focus on creating content that feels authentic and provides value. 

Whether it’s user-generated content, behind-the-scenes glimpses, or storytelling-driven campaigns, the goal should be to engage the audience without coming across as overly commercial.

9. What’s the biggest challenge you’ve faced as a founder?

For Olly, the toughest challenge as a founder has been managing the complexities of rapid growth while maintaining the culture and identity of his agency. 

He admitted that there were times when he felt out of control, with too many new hires and not enough structure. The experience taught him the importance of scaling sustainably and prioritising the well-being of both the team and the business itself.

10. What advice would you give to someone starting a marketing agency today?

Olly’s advice for aspiring agency owners is simple: don’t rely on one acquisition channel, stay focused on delivering quality work, and be patient with growth. 

He emphasised the need for a diversified client acquisition strategy, a strong creative offering, and a commitment to building long-term relationships with clients. 

Chapters and Time Stamps

[00:00] – Introduction and Background of 303 London

David welcomes Olly Fawcett, who introduces himself and shares the story behind founding 303 London in 2013. They discuss the agency’s growth and evolution over the past decade.

[07:24] – The Evolution of 303 London: Creative & Performance Marketing

Olly explains the importance of integrating creative and performance marketing and how 303 London became a hybrid agency focusing on both areas.

[13:60] – Client Acquisition Strategies: Omni-Channel Approach & Overcoming Challenges

David and Olly dive into the importance of an omni-channel approach to client acquisition. They talk about cold emails, referrals, in-person events, and the role of organic marketing.

[18:51] – The Impact of Increased Competition in the Agency Market

The discussion shifts to the growing competition in the agency world and how it affects client acquisition and retention.

[25:07] – Effective Channels for Client Acquisition: In-Person Events & Referrals

Olly shares insights on the power of in-person events and referrals in maintaining long-term relationships with clients.

[28:59] – Harnessing the Power of LinkedIn for Organic Marketing

The conversation turns to the effectiveness of LinkedIn as a platform for organic marketing, especially for B2B businesses.

[29:16] – Retargeting on LinkedIn for B2B Companies

Olly emphasizes the importance of retargeting on LinkedIn and how it helps B2B companies stay top-of-mind for potential customers.

[30:08] – Challenges of Scaling Too Quickly

Olly reflects on the difficulties of rapid scaling and the lessons learned about maintaining company culture and managing growth effectively.

[31:07] – Winning Clients Through Instagram DMs

Olly shares a personal anecdote about acquiring a major client through Instagram DMs and the changing landscape of social media client acquisition.

[33:16] – LinkedIn's Evolution and the Top Voice Badge

We discuss LinkedIn’s evolution as a platform and the significance of receiving the Top Voice badge.

[34:24] – LinkedIn as a B2B Platform

Olly talks about the strengths of LinkedIn as a B2B marketing platform and how businesses can leverage it for growth.

[36:14] – Creating Ads That Don’t Feel Like Ads

They delve into the idea of creating ads that resonate with audiences and don’t feel overly commercial, a strategy that’s proving effective in the current digital landscape.

[37:09] – Lessons Learned from Scaling Too Quickly

Olly goes deeper into the challenges he faced during 303 London’s rapid growth phase and how scaling too quickly can impact both values and identity.

[40:57] – The Challenges and Rewards of Being a Founder

We reflect on the pressures founders face, the importance of self-care, and the balance between maintaining a successful business and personal well-being.

[45:23] – Understanding the Startup Environment as an Employee

Olly shares his thoughts on the importance of employees understanding the unique challenges of working in a startup environment and how it differs from more established companies.

[53:11] – Predictions for the Next Six to Twelve Months

Olly provides his predictions for the future of marketing and agencies, focusing on the importance of attention-grabbing content and the potential decrease in the number of agencies.

subtle approach keeps B2B businesses at the forefront of clients' minds while avoiding aggressive sales tactics.

Building In Public with David Ellis

Building in Public with David Ellis features interviews with B2B founders, where they openly share their entrepreneurial journeys - highlighting the lessons they’ve learned, the money they’ve invested, and the results they’ve achieved. 

I sit down with founders, CEOs, and experts to dig into the real stories behind their growth, challenges, and successes. It's all about sharing real numbers and the stories behind them.

If you found this episode valuable and want more conversations like this, I’d love for you to subscribe to my YouTube channel. That’s where you’ll find all the latest episodes of the Building in Public with David Ellis, plus some extra content I don’t share anywhere else. 

In this episode of Building Public with David Ellis, I chat with Aman Ghataura, co-founder of The Media Engine, a LinkedIn ghostwriting and growth agency. 

Aman shares his strategies on leveraging LinkedIn for B2B growth, emphasising the importance of niche content, personal branding, and avoiding vanity metrics. 

We explore how businesses can optimise their LinkedIn strategies to boost revenue, book qualified meetings, and increase brand trust. 

We also chat about the value of micro-offers, demand generation versus demand capture, and scaling a business through "done with you" and "done for you" models.

Aman Ghataura Profile

Aman Ghataura is the co-founder of The Media Engine, a growth agency specialising in LinkedIn content creation and strategy for high-revenue B2B agencies, coaches, and consultants. 

With a background in growth hacking, Aman helps clients optimise LinkedIn as an underutilised platform, focusing on driving revenue through niche content and personal branding.

Key Takeaways

• LinkedIn as a B2B Growth Channel: LinkedIn offers unmatched firmographic data and high-quality impressions for B2B growth, making it a valuable platform for driving revenue.
• Niche Over Vanity: Posting niche content on LinkedIn that resonates with a targeted audience yields better revenue results than chasing viral posts or high follower counts.
• Avoid Vanity Metrics: Impressions and follower counts often don’t translate into revenue. Focus on quality engagement that drives inbound leads.
• Micro-Offers: Micro-offers provide a low-friction entry point for potential clients, building trust and paving the way for larger commitments.
• Demand Generation vs. Demand Capture: Companies should invest more in creating demand (demand generation) through content and engagement than merely capturing existing demand.
• Done With You vs. Done For You Models: Done With You offers provide a profitable, scalable alternative to Done For You services, while still delivering value.

Questions AskedHow did you crack the code for going viral on LinkedIn?

Aman shared his LinkedIn growth strategies, emphasising that instead of focusing on going viral, the real key is creating highly-targeted niche content that leads to qualified leads and revenue.

What makes LinkedIn different from other platforms like Facebook, Instagram, or Twitter?

Aman explains how LinkedIn stands out due to its firmographic data, underutilised platform mechanisms, and higher quality impressions compared to social platforms like Facebook, Instagram, and Twitter.

Why do niche accounts with fewer impressions book more calls than high-impression accounts?

He explains that being niche builds more targeted engagement, resulting in a higher call booking rate with fewer impressions. Accounts that chase vanity metrics tend to dilute their audience.

How do you balance top-of-funnel (reach) versus mid- and bottom-of-funnel (revenue-generating) activities on LinkedIn?

Aman shares that top-of-funnel content helps boost the reach of bottom-funnel posts. However, he focuses primarily on content that drives revenue rather than just gaining impressions or followers.

Can micro-offers replace traditional sales calls in B2B sales?

Aman discusses the potential for micro-offers, smaller productised services, to close deals without the need for traditional sales calls, as buyers become increasingly informed and ready to buy before ever speaking to a salesperson.

What major shifts have occurred in B2B marketing over the past few years?

The biggest shift is the growing importance of trust. B2B marketers must focus on generating demand through educational, niche content and avoiding reliance solely on demand capture methods like Google Ads.

How do you structure Done With You versus Done For You offers?

Aman explains that Done With You models allow businesses to scale by guiding clients on execution rather than performing all the work, offering a profitable and scalable service option.

Chapters and Time Stamps[00:00] – Introduction to Aman and the LinkedIn Growth Story

David introduces Aman, sharing how they met through LinkedIn and how Aman’s viral LinkedIn strategies impacted David’s social media presence.

[02:20] – Why LinkedIn is a B2B Goldmine

Aman explains why LinkedIn stands out as the best platform for B2B marketers, due to its unique data and underutilised features.

[06:00] – The Power of Niche Content on LinkedIn

Aman highlights the importance of niche content and why focusing on engagement metrics can lead to misleading outcomes in revenue growth.

[09:50] – How to Optimise Top and Bottom Funnel Strategies

Aman shares a hack for using top-of-funnel content to boost bottom-of-funnel conversions and the importance of strategic posting.

[17:00] – The Rise of Micro-Offers in B2B Sales

David and Aman discuss the growing trend of micro-offers and how they are transforming the traditional sales process by minimising friction.

[24:00] – How Trust is Changing B2B Marketing

The conversation shifts to broader B2B marketing trends, with Aman emphasising the role of trust and the need for demand generation.

[32:00] – The Role of Paid Ads on LinkedIn

David and Aman debate the role of paid ads on LinkedIn and how combining organic and paid efforts can create a powerful growth strategy.

[36:00] – Structuring Done With You and Done For You Models

Aman explains how combining Done With You and Done For You models can help scale a business while maintaining client satisfaction.

[50:00] – Final Thoughts and Where to Find Aman G

Aman shares his contact details and how listeners can connect with him on LinkedIn and YouTube.

About the Podcast

Building Public with David Ellis is a podcast that explores the world of growth, marketing, and entrepreneurship by featuring interviews with thought leaders, founders, and business strategists. 

Each episode dives into actionable strategies and insights to help listeners succeed in building their personal brand, scaling their business, and driving revenue.