Beyond the Business creator Dave Rogers, is also known as ‘The Business Explorer’. He's a previous TEDx Speaker, an award-winning Business Consultant, Coach and Author. For 30 years, he's been using that curiosity to help businesses tackle challenges.

On top of that, Dave’s not your typical business consultant. Yes, he’s worked for big corporations. And yes, he knows how to turn lofty strategies into real, practical results. But what sets him apart is how he brings it all down to earth. He works alongside business owners, start-ups, and leaders to turn “what if” into “what’s next.”

Kevin introduces the topic of Dave's new membership service for business owners, which Dave has been developing since his last appearance on the podcast about a year ago.

Dave explains that the membership is aimed at business owners. You know, the ones who have built successful companies but are now feeling "stuck". Maybe their business is running them rather than the other way around. The goal is to help them find a different way of looking at their business.

Dave outlines the three-tiered structure of the membership. The entry-level provides self-reflection frameworks and tools, the middle tier offering group coaching and training, and the top "inner circle" tier providing more personalised one-on-one support.

Graham and Kevin provide feedback and suggestions on the membership structure, including potentially removing the entry-level tier, increasing the pricing for the middle tier, and emphasizing Dave's personal involvement and expertise across all levels.

The discussion turns to the role of AI and automation, with the group debating how to balance the use of technology with maintaining the human connection and expertise that Dave can provide.

The participants wrap up the discussion, wishing Dave success with the launch of his new membership service and agreeing to stay in touch as he refines the offering.

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

If you’ve ever Googled handwritten post in the UK and then had a small financial wobble at the prices, you’re not alone. Daniella Paolozzi is proud to be a female leader of her handwritten marketing business. Choosing to market using handwritten post does not have to be a luxury beyond your marketing budget. Tune into this podcast to find out why it might be just the best decision you take in 2026!

Graham and Kevin introduce their guest Daniella Paolozzi, who describes herself as a "marketing nerd, website whisperer, and pen written direct mail enthusiast." They discuss Daniella's background in marketing and her transition to focusing on handwritten direct mail, which has proven to be a highly effective strategy for her clients across various industries.

Daniella explains how handwritten direct mail stands out in an increasingly digital world, evoking a more personal and emotional response from recipients. She shares examples of impressive results her clients have achieved, such as a builder receiving £68,000 in new business from a 5,000-piece handwritten mail campaign. The group discusses how handwritten mail can be more cost-effective than email marketing due to its higher response rates.

Daniella emphasises the importance of personalisation and customisation in her handwritten direct mail approach. She explains how her team uses technology to scale the process while maintaining a personal touch, avoiding a robotic or generic appearance. The group explores how this level of personalisation and attention to detail can help build trust and engagement with recipients.

Daniella shares her personal story, including her battle with cancer at a young age during the COVID-19 pandemic. She discusses how this experience has shaped her perspective and drive to make a positive impact through her business and charitable work, including using sustainable materials and giving back to the community.

The group discusses the challenges of podcast growth and engagement in the current landscape, as well as the potential benefits of transcribing podcast episodes to improve search engine optimization and discoverability. They explore ideas for incorporating the transcript into the podcast distribution and leveraging it for additional content opportunities.

Graham Arrowsmith

Graham founded Finely Fettled in 2014 to provide data from The UK High Net Worth Database to marketers targeting affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, creating lead generation AI Agents & Workflows and introducing the MeclabsAI Platform. Graham also provides an Answer Engine Optimisation solution to get your website in shape to be found by LLMs.

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

Faiza has gone from Student to AI Engineer, developing valuable solutions for MicroYES and Finely Fettled clients. Her skills include AWS, Linux, and DevOps. She hails from Southern India and will complete her MSc in International Management at York St John University in early 2026. She is currently developing lead generation AI solutions for Finely Fettled and MicroYES clients.

• Faiza Khan's career progressed from student to AI Engineer via a structured path: internship → placement → full-time hire.
• Her role involves building AI agents (e.g., "Phone to Agent") and Answer Engine Optimisation (AEO) to help clients get found in LLM answers, a critical shift from traditional SEO.
• The hiring process used Handshake, a university student-focused job platform, and video interviews, where key advice for students is to speak up, slow down, smile, and make eye contact.
• AI is shifting the workforce from manual research to higher-value roles like AI architecture, with low-code/no-code tools enabling non-technical entry.

• Background: From Kadapa, Southern India, with a Bachelor of Commerce.
• Early Skill-Building: Completed a 6-month course in AWS, Linux, and DevOps in Bangalore while working in inside sales.
• UK Education: Choose York St John University for its placement year option, which Manchester Metropolitan lacks.
• Hiring Process:
• Platform: Found via Handshake, a university job platform.
• Video Interview: A key step where students answer AI-generated questions on camera.
• Career Path:
• Internship: Initial role at Finely Fettled and its brand MicroYES.
• Placement: Extended 9-month contract.
• Full-Time: Hired as an AI Engineer/Architect and Marketing Manager.

• MeclabsAI Platform: Faiza's work on this AI solutions platform includes:
• AI Agent Delivery Systems: Personalised agents, not generic chatbots.
• AI Workflows: Self-service tools, like a database query workflow on the https://finelyfettled.co.uk website.
• "Phone to Agent": A new service for small businesses.
• An AI agent answers calls using the client's specific policies and pricing.
• Designed for natural conversation (e.g., "mm-hmm" confirmations, background noise).
• Rationale: Provides cost-effective, consistent phone support for busy professionals and small businesses.
• Answer Engine Optimisation (AEO):
• Rationale: Anticipates ChatGPT providing more answers than Google by early 2028, making AEO a critical marketing strategy.
• Goal: Structure website content to be found and cited in LLM answers.
• Execution: An AI agent guides clients through the process.
• The Value of Diversity: Kevin noted Faiza's value comes from her diverse perspective (age, gender, culture), which provides fresh insights.

• Set a Clear Goal: Define a career path and stay focused.
• Use University Resources: Actively leverage career services and platforms like...