Why Your Ideal Client Isn’t Who You Think - Diyar Abdullah

We Tried a 30-Day Business Challenge… did we win or learn?

Phil Davenport [https://www.linkedin.com/in/phil-davenport-affirmit/]and Hayley Baxter [https://www.linkedin.com/in/hayley-baxter-/] reflect on their attempt to implement a 30-day relationship-building challenge inspired by their own podcast advice. What started with good intentions — outreach messages, networking coffees, introductions, and accountability — slowly became overwhelming as real business life got in the way. In this honest conversation, they unpack: * why consistency is harder than motivation * the pressure business owners put on themselves * relationship-building in growing businesses * accountability vs competitiveness * and why slower, more sustainable habits often work better long term * A thoughtful episode for business owners trying to balance growth, networking, marketing, and actually running the business at the same time. 🎙️ Brought to you by Corbar Accounting [https://corbar.uk/] and Affirm IT Services Ltd [https://affirmit.co.uk/].

Be Real - Why Pretending Everything's Fine Is Hurting Your Business - Marc Johnson

Marc’s What One Thing is: Be real. In this episode, we explore the pressure many business owners feel to look successful, polished, and “together” — even when reality feels very different behind the scenes. Marc shares his experience growing up in a family business, the pressure to prove himself, and how networking changed once he stopped trying to project perfection and started having more honest conversations. We also discuss: * vulnerability in leadership * authentic networking * managing teams as humans, not resources * balancing professionalism with personality * the difference between honesty and oversharing * why real relationships grow better businesses A very human conversation about leadership, business culture, and letting your guard down a little. Brought to you by Corbar Accounting [https://corbar.uk/] and Affirm IT Services [https://affirmit.co.uk/] Connect with: Marc Johnson [https://www.linkedin.com/in/marcjohnsonlivepay/] Phil Davenport [https://www.linkedin.com/in/phil-davenport-affirmit/] Hayley Baxter [https://www.linkedin.com/in/hayley-baxter-/] ----------------------------------------

Why Your Ideal Client Isn’t Who You Think - Diyar Abdullah

Why do some deals close instantly… while others drag on forever and go nowhere? In this episode of What One Thing, we sit down with Diyar to break down a different way of thinking about sales, marketing, and lead generation. Instead of focusing on your product or service, this conversation explores how understanding data, timing, and buyer intent can completely change how you win business. We talk about: * Why “ideal client” might not mean what you think * The difference between a good fit and a deal that actually closes * How to use your existing customers to identify patterns * Why most businesses are unknowingly targeting the wrong people * The role of timing, triggers, and personal context in buying decisions * How to build a simple but powerful data-led approach to growth If you’ve ever felt like your marketing should be working… but isn’t converting, this episode will help you rethink where to focus. Brought to you by Corbar Accounting [https://corbar.uk/] and Affirm IT Services Ltd. [https://affirmit.co.uk/] Connect with: Diyar Abdullah [https://www.linkedin.com/in/leads4msp/] Phil Davenport [https://www.linkedin.com/in/phil-davenport-affirmit/] Hayley Baxter [https://www.linkedin.com/in/hayley-baxter-/]

The One Thing That Stops You Doing Everything in Your Business - John Lamerton

In this episode of What One Thing, we sit down with entrepreneur and author John Lamerton to explore the single shift that transformed his business — and his life. After years of running multiple businesses, working long hours, and trying to do everything himself, John hit breaking point. A health scare forced him to rethink how he was working and led him to a powerful realisation: You don’t need to do more. You need to focus on one thing. John shares how he went from being a “busy fool” juggling everything — from marketing to operations to finance — to focusing on his role as the marketer of his business. We cover: • Why doing everything holds your business back • How to identify your “one thing” • The dangers of constant busyness and burnout • Practical ways to simplify your workload • How to capture ideas without getting distracted • Why focus beats productivity every time This episode is for business owners who feel overwhelmed, stretched too thin, or stuck in the day-to-day running of their business. 🎧 If you’re ready to stop doing everything and start focusing on what actually moves the needle, this one’s for you. John's Website [https://bigidea.co.uk/]

How to Build a Consistent Pipeline: Our 30-Day Relationship Building Experiment

If you’ve ever listened to business podcasts and thought “this is great… but I’ll never actually do it” — this episode is for you. In this special episode of the What One Thing podcast, Hayley Baxter and Phil Davenport do something different. Instead of just discussing the ideas shared by successful founders, they commit to implementing one — properly. The focus? Building better relationships as a growth strategy. Over the next 30 days, they set clear targets: * 5 meaningful outreach messages per week * 1 coffee or Zoom conversation * 1 introduction between contacts * 1 follow-up with someone already in their network No selling. No pitching. Just intentional relationship building. They also open up about the real challenges behind business growth: * Inconsistent lead generation pipelines * Relying too heavily on referrals * The discomfort of outreach (especially as an “extroverted introvert”) * The gap between knowing what works… and actually doing it This episode is the starting point of a live business experiment — tracking whether small, consistent actions can create real growth. If you're a business owner looking for more consistent leads, stronger relationships, and a more intentional way to grow your business — this is one to follow. 🎯 Subscribe to follow the full 30-day implementation journey