The Business Behind Your Business - Real Advice to Help Small Business Owners Build, Lead and Thrive

If you’ve ever felt like your advertising is a gamble — spending money without knowing what’s going to work — this episode will change the way you think about marketing. In this conversation, Paul sits down with Skip Wilson to show how business owners can move away from guesswork and start using data to make better, more predictable decisions.

Instead of relying on what worked for someone else or hoping a campaign delivers results, Skip explains how to treat advertising as a system, where data gives you clear feedback on what to fix, improve, and scale. If you want more consistent leads and greater confidence in your marketing spend, this episode gives you a practical framework to apply straight away.

What you’ll learn:

• Why most advertising starts as guesswork, and how data removes the uncertainty
• How to treat campaigns as systems and identify exactly where they’re breaking down
• The key metrics that actually matter (especially customer acquisition cost)
• Why platforms aren’t the problem, and where to focus instead
• How to forecast campaign performance before you spend your money
• How faster feedback loops and small adjustments improve results over time

At its core, this episode is about taking control of your marketing. When you understand the numbers behind your campaigns and use data to guide your decisions, advertising becomes less of a gamble and more of a repeatable growth system for your business.

Skip Wilson, founder of DRAFT Media Partners, transformed his teenage passion for copywriting into a thriving career in advertising. From pioneering digital platforms at CNN Special Project to leading iHeartMedia's digital division, Skip's journey epitomizes innovation. With accolades like "Most Intuitive Software Developer" and "Best Marketing Software Developer," Skip's expertise and acclaimed podcast empower businesses to excel in the ever-evolving marketing landscape. 

www.draftadvertising.com

The Advertising Podcast

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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If you’ve ever felt like your team culture is “off” or that you’re carrying too much of the load as a business owner, this episode will give you a practical, grounded way to fix it. 

In this conversation, Paul sits down with Lisa Even to break down how culture is always happening (whether you’re managing it or not), and how small leadership behaviours can create either a positive ripple effect… or quietly damage your team, your clients, and your business. You’ll walk away with simple, actionable ways to improve your team culture, respond better under pressure, and create a workplace where people actually want to show up and do their best work.

What you’ll learn:

• Why culture is never neutral and how it’s shaping your business every day
• The “good ripple effect” and how your behaviour as a leader spreads across your team
• How to identify and address toxic behaviours early (before they turn into bigger problems)
• Why change must start with you as the business owner (not your team)
• A powerful way to think about your “presence” as a gift in every interaction
• Why joy at work isn’t fluff — and how to measure it like a bank account
• Easy, low-effort ways to build moments of energy and connection into your team

At its core, this episode is a reminder that culture isn’t built through big initiatives, it’s built through everyday moments. When you become more intentional about how you show up, respond, and lead, you don’t just improve your team, you create momentum that flows through your entire business. If you want better results, stronger relationships, and a team that supports your growth, this conversation is a great place to start.

Lisa Even is a keynote speaker, bestselling author, and leadership coach who helps teams create what she calls a ‘Good Ripple Effect.’
With a background in healthcare operations and team leadership, she now works with companies like ESPN, SHRM, and Disney to teach leaders how to show up with presence, build trust fast, and shape stronger cultures.
She’s also the host of the Have Good Ripple Effect podcast — and today, she’s here to bring insight, energy, and practical tools you won’t want to miss.

www.lisaeven.com

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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If you’ve ever struggled to attract the right clients—or found yourself wasting time on enquiries that go nowhere—this episode is for you. In this conversation with documentary filmmaker and storyteller Chris Baron, you’ll learn how to use storytelling as a practical business tool to connect with better-fit customers, communicate your value clearly, and stand out in an increasingly noisy and AI-driven market. 

Chris shares how the same storytelling principles used to pitch multi-million-dollar documentaries can be applied to everyday business conversations—from sales calls to marketing—and why getting your story right can be the difference between winning work and missing out entirely. 

You'll learn:

• Why storytelling is critical in business and how it directly impacts your ability to win work
• How to make your message relatable so the right clients engage with you
• Why understanding your audience (and using data/analytics) is essential to shaping your story
• The impact of changing technology, digital platforms, and AI on content and communication
• How to adapt your messaging and business model when your market shifts
• The concept of “kill your babies”—and why letting go of ideas that aren’t working is critical to growth

This episode is a powerful reminder that storytelling isn’t just for marketers or creatives. It’s a core business skill. Whether you’re pitching, selling, or simply trying to explain what you do, the way you tell your story shapes how people perceive your value. By focusing on relatability, clarity, and staying adaptable in a fast-changing market, you can attract better clients, communicate with confidence, and position your business as the obvious choice.

Chris Baron is a documentary director and series producer with 15+ years creating award-winning factual and documentary content for the world's biggest broadcasters, including BBC, National Geographic, Discovery, CuriosityStream and Disney+. He has directed shoots across 30+ countries, from active volcanoes to undiscovered tombs, delivering some of the most ambitious productions in the world.

A scientist by background, Chris has a rare ability to translate complex ideas into content people genuinely cannot stop watching. He now works with YouTube channels and creators through his production company Frontier Films, helping them scale their productions, refine their formats and build the workflows that serious channels need to grow.

He is also the host of No Ordinary Monday, a story-driven podcast published on YouTube, exploring the defining moments in people's careers.

www.noordinarymonday.com

www.frontierfilms.tv

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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Most business owners know they should have a plan—but too often, that plan ends up as a long document that’s created once and never used again. In this episode, Paul Sweeney breaks down why traditional business plans fail and what small business owners actually need instead. Drawing on 30 years of real-world experience, he shares a practical, actionable approach to planning that fits the realities of running a business today. If you’ve ever felt overwhelmed by planning, stuck in day-to-day operations, or unsure where to focus next, this episode will give you a simpler and more effective way forward.

What you’ll learn in this episode:

• Why traditional business plans fail—and why it’s not because planning doesn’t work
• The three core reasons most plans become irrelevant: complexity, being static, and lack of an operating system
• The difference between a plan designed to impress (banks/investors) and one designed to guide your business
• The three-part framework for effective planning: clarity, simplicity, and rhythm
• How to define your ideal customer properly—and why this drives better marketing and sales decisions
• Why most business goals sound impressive but fail to drive real outcomes
• The power of a one-page business plan—and how it forces clarity and focus
• Why focusing on just 3 priorities can outperform a long list of tasks
• How to create a simple operating rhythm (weekly, monthly, quarterly, annually) to keep your plan alive

In this episode, Paul challenges the traditional approach to business planning and replaces it with a system designed for real business owners—busy, time-poor, and needing clarity. By focusing on what truly matters and building a regular rhythm around your plan, you can turn planning from a one-off exercise into a powerful tool for better decisions, stronger results, and a more enjoyable business.

Learn more about the Business Planning Operating System.

Paul Sweeney Chartered Accountant & Business Advisor, launched Pretium Solutions after a long and successful career in accounting and business advisory. Paul credits his passion for small business with growing up in country NSW, where family-run businesses were the cornerstone of everyday life.

For Paul, the driving force behind The Business Behind Your Business was to make high end, proactive, directed and value-based advisory services available to small to medium businesses.

Paul brings to the table decades of experience as a highly qualified accountant and business advisor at every level of business. Through consulting, coaching and on-the-ground training and operations, his focus is on unlocking the untapped potential for greater profitability. Paul’s qualifications allow him to pair strategic advice with an advanced understanding of taxation and compliance matters.

www.paulsweeneyaccountant.au 

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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Marketing often feels overwhelming for business owners — a constant cycle of trying new tactics, getting inconsistent results, and questioning what actually works. In this episode, Paul Sweeney sits down with Kae Wagner to cut through the noise and get back to what truly drives effective marketing. You’ll learn how to simplify your marketing approach by focusing on core principles, build long-term credibility (including when publishing a book makes sense), and create a system that delivers consistent results without starting from scratch every month.

What you will learn:

• Why marketing feels random — and how shifting from tactics to strategy changes everything
• The critical difference between marketing, branding, advertising, and sales (and why confusing them holds businesses back)
• The “marketing pyramid” and how a weak foundation leads to poor sales outcomes
• Why jumping straight into tactics (social media, ads, events) often leads to failure
• The role of long-term strategy versus short-term action — and how to balance both
• How publishing (especially a book) can build authority and credibility in your industry
• Why quality and authenticity matter more than ever in an AI-driven world
• Practical ways to show up more authentically in your marketing, including content and podcasting

In a world where automation and AI are accelerating content creation, this episode reinforces a powerful message: authentic, human-led marketing grounded in strong principles will always stand out. By focusing on strategy first, then layering consistent and thoughtful execution, business owners can move from reactive marketing to predictable, sustainable growth. If you’re ready to stop chasing tactics and start building a marketing approach that actually works, this episode is a must-listen.

Kae Wagner is the founder of North Star Marketing, and now leads The Bold Authors Network and The Bold Authors Book Agency. With a career spanning TV production, advertising, consulting, and coaching, she helps authors and experts amplify their visibility. Through The Bold Authors Network, Kae supports authors in promoting their fiction and nonfiction books. Through The Bold Authors Book Agency, she partners with executives and thought leaders to turn their expertise into books, speaking opportunities, and client growth. As a best-selling fiction and non-fiction writer herself, Kae brings real-world marketing insight and publishing know-how to help clients expand their reach and authority.

www.BoldAuthorsNetwork.com

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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If you’re running an e‑commerce business (or any business that relies on repeat customers) and feel like you’re constantly chasing the next sale, this episode will change how you think about growth. In this conversation, Paul Sweeney sits down with Steven Gringlas, Founder and CEO of Picos Media, to unpack why email marketing is still one of the most powerful – and most underutilised – profit levers for scaling sustainably. Together, they break down how email and paid ads are meant to work as one system, not separate tactics, and why focusing only on acquisition is leaving serious money on the table.

In this episode, you’ll learn:

• Why email marketing is not dead and why it consistently outperforms many “shinier” channels
• How email drives customer retention and dramatically increases lifetime value
• The real cost of relying solely on paid ads for customer acquisition
• The key email flows every e‑commerce business must have in place
• Why list growth, segmentation, and automation matter more than blasting campaigns
• What most brands get wrong when trying to scale quickly

Paul and Steven also dive into the psychology behind customer behaviour, how many touchpoints are really needed to convert, and why persistence beats perfection when it comes to marketing systems. Steven shares clear, practical insights on popup strategies, welcome flows, abandon cart emails, and win-back campaigns – all focused on turning first-time buyers into long-term, profitable customers.

If you’re serious about building a scalable e‑commerce business (or improving consistency in any customer-driven model), this episode will help you rethink where your marketing dollars – and time – should really be going. Email isn’t just a support channel; done properly, it’s one of the strongest growth engines in your business.

Steven Gringlas is the Founder and CEO of Picos Media, a performance-led eCommerce growth agency specialising in email marketing, paid media, and creative strategy. He helps online brands scale profitably by combining strong marketing fundamentals with systems, automation, and clear execution. Steven is known for his direct, practical approach to growth and his focus on building marketing that actually drives revenue, not just engagement.

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www.picos.com.au 

This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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If you’re a B2B business owner who relies heavily on referrals and finds yourself stuck in unpredictable cycles of feast and famine, this episode is for you. In this conversation, Paul Sweeney is joined by LinkedIn growth expert Colin Gallagher to unpack why referral-based growth so often leads to stalled pipelines, burnout, and scope creep — and what to do instead. You’ll discover how to move away from “referrals and hope” and build a repeatable, predictable way to generate new business without constantly chasing your next client.

Rather than chasing more leads, this episode focuses on building systems — particularly using LinkedIn as a low-cost, high-impact channel — that can run in the background while you focus on delivering great work. Colin shares practical, real-world insights on how founders can stand out as humans in an increasingly noisy, AI-driven landscape and create outbound messaging that actually gets replies.

In this episode, you’ll learn:

• Why referral-only growth creates stress, scope creep, and instability in small businesses
• How to build a predictable sales pipeline without abandoning referrals altogether
• Why LinkedIn is one of the most effective low-cost channels for B2B lead generation
• How to write LinkedIn messages that feel personal, relevant, and human — not spammy
• A simple, practical framework for targeting the right people with the right message
• Why “doing something” — even imperfectly — is far better than doing nothing at all

Colin also offers a powerful reminder for business owners who feel overwhelmed or stuck: stop waiting for the perfect system or message and start taking action. Whether you build the capability in-house or leverage external expertise, the key is to break the cycle and put a lead-generation system in place. With the right approach, consistency replaces panic — and your pipeline no longer depends on hope.

Colin Gallagher is the founder of Growlancer and a LinkedIn growth expert for B2B service companies. He helps founders and B2B leaders escape referral dependency with a repeatable system built on targeted outreach, authority-driven content, and sharp positioning. His systems-first model creates a predictable pipeline without needing to be full-time content creators.

Get your Free LinkedIn Outreach Campaign Setup — sample your results before committing www.growlancer.ai

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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Most business owners are told that property and passive investments are the safest way to build wealth. But what if buying the right business — structured and funded properly — could deliver stronger returns, faster cash flow, and greater control? In this episode of The Business Behind Your Business, host Paul Sweeney is joined by commercial finance expert Sidd Bahree to break down how business acquisitions really work and what banks actually look for when funding them. This conversation challenges common assumptions and helps business owners understand how acquisitions can become a powerful wealth‑building strategy.

What you’ll learn in this episode:

• Why buying a business can outperform property when done correctly
• What lenders look for — beyond the numbers — in business acquisition finance
• Why management experience and industry alignment matter so much to banks
• How to plan for revenue drops after an acquisition and protect your cash flow
• The role of EBITDA, valuations, and business multiples
• Why having the right advisory team is critical before you buy

Paul and Sidd also explore why many sellers leave value on the table, how buyers can uncover hidden opportunities, and why realistic forecasting is essential. If you’re considering buying a business — or want to make your current one more valuable — this episode will help you approach acquisitions with clarity, confidence, and strategy.

Sidd Bahree is the commercial finance expert, strategic thinker, and the driving force behind Xpress Finance. With a deep passion for helping small to medium-sized business owners grow and thrive, Sidd is all about getting the right funding in place — fast, smart, and stress-free. After more than a decade in the banking world — in roles like Asset Finance Specialist, Small Business Banking Specialist, and Business Development Executive — Sidd knew it was time to shake things up. He’s consulted with over 4,500 businesses across Australia, earning a rock-solid reputation for tailored, no-nonsense finance solutions that actually work. That’s where Xpress Finance comes in. Sidd founded it to raise the bar in commercial broking — offering a fresh, streamlined approach that puts clients first. He’s on a mission to help clients make smarter finance moves, avoid debt traps, and fund their growth with confidence. 

Contact Sidd at [email protected]

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www.siddbahreee.com.au

www.xpressfinance.com.au

This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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Many business owners believe their biggest challenges are rising costs, staffing issues, or external market pressures. But what if the real threat to profit, growth, and freedom is something far less visible? In this episode of The Business Behind Your Business, host Paul Sweeney sits down with fractional COO and operations coach Forrest Derr to uncover what they call the accountability gap—a silent drain that can cost businesses up to 30% of their revenue and keep founders trapped in day-to-day decision-making.

This conversation is essential listening for any founder who feels indispensable to their business, struggles to step away without constant interruptions, or wants to build a company that can scale, perform, and ultimately exit without depending solely on them. Forrest shares practical, experience-backed insights into how structure, clarity, and self-accountability can transform a founder-dependent operation into a business that truly functions as a system.

In this episode, you’ll learn:

• Why the lack of accountability quietly erodes profit and limits scalability—even in healthy businesses
• How to create clear ownership and performance without resorting to micromanagement
• The importance of defining the 5–7 core responsibilities that drive 80% of business results
• How simple, visible scorecards enable teams to self-manage and measure success
• Why the right mix of hungry, humble, and emotionally intelligent team members matters more than experience alone
• How strong processes and training reduce interruptions and free founders to work on the business, not in it

Get a clear framework for closing the accountability gap in your own business and a better understanding of what it takes to build a company that runs efficiently without burning out the owner. If your phone never stops ringing with internal questions and decisions, this conversation may be the turning point you didn’t know you needed.

Forrest Derr is a Fractional COO, integrator, and operations coach committed to helping small and mid-sized business owners regain control, build structure, and scale sustainably. With over 28 years of experience across industries such as tech, SaaS, telecom, construction, and landscaping, Forrest specializes in empowering leadership teams, creating accountability, and freeing overwhelmed founders from day-to-day operations. His career began with hands-on roles in retail and warehousing before rising to executive leadership in tech companies, where he led operations, finance, sales, and marketing. Today, through his firm Derr Consulting, Forrest equips businesses with proven systems, playbooks, and practical tools to align their vision, delegate effectively, and prepare for future growth or exit strategy. 

www.derrconsulting.com

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This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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What if your products are great, your website looks professional, and your SEO has been solid for years — yet customers are quietly disappearing? In this episode of The Business Behind Your Business, host Paul Sweeney sits down with e‑commerce growth expert Matthew Stafford to unpack one of the biggest shifts business owners are facing right now: how AI tools like ChatGPT, Copilot, Gemini, and Grok are completely changing how customers discover and decide what to buy.

Traditional SEO alone is no longer enough. Customers are increasingly asking AI for answers — and those AI tools are making trusted recommendations without sending people to Google results pages. If your business isn’t visible or “understandable” to these AI engines, you risk losing a significant share of warm, high‑intent traffic. This episode explains what’s changed, why it matters urgently, and what practical steps you can take right now to make sure your products are still being found.

What you’ll learn:

• Why over half of Google searches now result in no clicks — and what that means for your revenue
• What AI Engine Optimisation (AEO) is, explained in plain English
• How AI tools are influencing buying decisions and acting as a “trusted advisor” for customers
• Why traffic from AI recommendations converts up to five times higher than traditional search clicks
• How to restructure your website content so AI can understand, trust, and recommend your products
• Why FAQs, buyer‑intent answers, and clarity now matter more than keywords and quantity
• How reviews, testimonials, and even lower‑star feedback can increase trust and conversions
• The one simple action e‑commerce owners should prioritise first to stay competitive

In a world where customers may never even visit your website before making a purchase decision, this conversation is a wake‑up call — and a roadmap. Matthew shares practical, achievable advice that business owners can start implementing immediately, without waiting for the “next update” or perfect clarity.

If you want to protect your visibility, future‑proof your growth, and ensure your business is recommended when customers ask AI for the best option, this episode is essential listening.

Matthew Stafford Over the past three decades, Matthew Stafford has been entrepreneurial and successfully building several businesses across various industries, including Concrete, Brick and Mortar Locations, POD, and Software-based ventures. Matthew Stafford, the Managing Partner of Build Grow Scale and an equity owner of some in-house Ecommerce brands, has knowledge and expertise, enabling him to mentor thousands of store owners through paid Ecommerce groups and live events. His experience has also allowed him to help hundreds of ecommerce brands scale past the million-dollar mark - with many hitting the $10 million mark. To top it off, he's been speaking on stages about ecommerce optimization for the past seven years! In fact, before COVID-19, BGS hosted the largest yearly Ecommerce-focused event in North America - BGS LIVE.

Book a call 

www.buildgrowscale.com

This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they'll actually use. Learn more at thebusinessbehindyourbusiness.com/focus

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