Mindset, Marketing, & Money with Dean Seddon

Most Business Plans Are Fiction: Lessons from building a tech company from scratch

Most founders believe that if they just follow the plan, success will come.

But Elizabeth Gooch - who built a global tech company from her bedroom with £1 - says that’s rubbish.

In this episode, she tears apart the fantasy that growth is just about working harder or sticking to a five-year roadmap. Business isn’t predictable, and those who cling to their plans instead of adapting are the ones who get stuck. She talks about the real reason most businesses plateau, why most leaders are winging it, and how to stop wasting time on strategies that don’t translate to results.

Elizabeth also gets into the tough moments - the times her company was on the brink, the brutal lessons in leadership, and the realities of selling a business under pressure.

She doesn’t sugar-coat the challenges, but she does have a clear message: if you’re serious about growth, you need to rethink everything you assume about how businesses scale.

This is a conversation for people who want the truth, not recycled advice. If you’re running a business and feel like you’re pushing against a wall, you need to hear this.

Followers Are Dead: The New Social Media Strategy That Actually Makes You Money

For years, people have obsessed over follower counts, thinking that more equals better. But the way social media works has completely changed. Platforms don’t care how many people follow you anymore - they care about what holds attention. And that’s good news if you know how to use it.

In this episode, I break down why followers are no longer the key to visibility and what actually moves the needle now. If you’ve been trying to grow your audience but feel like you’re shouting into the void, this will explain why -and what to do instead.

We’ll cover:

• Why social media platforms have moved away from follower-based reach
• How AI-driven feeds decide what content gets shown (and how to work with them)
• The mistake most people make by trying to appeal to everyone
• How small, highly targeted audiences are getting better results than huge followings
• What to focus on if you want to make money, not just rack up numbers

The shift is already happening, and those who understand it will have a huge advantage. If you’re still playing the old game, you’re wasting time. Listen in and start using social media in a way that actually works.

The Brutal Truth About Building a Business (And Why Most People Get It Wrong)

Most people start a business for freedom. Then reality slaps them in the face.

In this raw and unfiltered episode, I sit down with Lee-Ann Johnstone, founder of Affiverse, to talk about what it really takes to grow a business from scratch - beyond the hype and Instagram fantasy.

We cover:
🔥 The messy middle - what happens when the excitement fades and reality sets in.
🔥 Why most new business owners set themselves up for failure (and how to avoid it).
🔥 The two biggest mistakes that kill momentum and keep you stuck in survival mode.
🔥 Why niching down feels terrifying but is the only way to grow.
🔥 The shift happening in marketing that most people haven’t woken up to yet.

And - spoiler alert - building a business isn’t about working less. It’s about working smarter.

If you're serious about making it work (without losing your sanity), this one’s for you.

Broke to Booked Out: How I Ended Feast And Famine In My Business.

you’ve probably felt the pain of the feast-and-famine cycle.

One month you’re slammed, the next you’re scrambling, panicking about where your next client is coming from. I’ve been there, and trust me - it’s brutal.

Years ago, I found myself needing £13k in a single week or my business was finished.

 

Bank account empty. Bills stacking up. Panic setting in.

I was out of options.

In that moment, I realised most of what I’d been taught about marketing was too vague, too slow, and too complicated for a crisis.

In this deeply personal episode, I’m sharing exactly how I turned desperation into action.

You’ll learn how I created an irresistible, crystal-clear offer, priced it boldly, and aggressively marketed it to go from broke to fully booked in just days.

I’ll also show you how to permanently break free from the feast-and-famine cycle - by simplifying your offer, clarifying your message, and building systems that reliably bring clients your way, month after month.

If you’re ready to hear what really works (and stop repeating my mistakes), hit play.

Experts are LOSING to amateurs—10 ways to show your authority online.

You know your stuff.

You’ve got the experience, the results, the credibility—but online, it’s like no one sees it.

Meanwhile, people with half your expertise are getting all the attention, landing the clients, and owning the conversation.

Frustrating, right?

You’re careful with your words because you don’t want to sound arrogant.

You try to share value, but it gets lost in the noise. And every time you see someone less qualified blowing up online, you wonder - what are they doing that I’m not?

In this episode, I’ll show you exactly why this happens - and how to flip the script. Small shifts in how you communicate can take you from overlooked to undeniable.

If you’re ready to be seen as the authority you actually are, listen in.

 

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Nobody cared about my content - until I fixed this

For years, I played it safe. I posted “valuable” content. I tried to sound professional. I thought if I just shared good advice, people would listen.

They didn’t.

No engagement. No clients. No one cared.

And then I realised something brutal: boring is worse than being hated.

Agitation:
I see so many people making the same mistake I did—hiding their personality, watering down their opinions, trying to appeal to everyone. And then wondering why their content flops.

I know how it feels. You pour time into a post, hit publish… and nothing. Meanwhile, people with half your experience are blowing up, getting clients, building a brand that actually matters.

It’s not because they’re better. It’s because they refuse to be forgettable.

Solution:
The second I stopped trying to fit in and started owning my voice, everything changed. And in this episode, I’m sharing exactly what I did.

🔥 The biggest myth that’s keeping you invisible.
🔥 The lie about “professionalism” that’s killing your content.
🔥 The mindset shift that will make your audience actually pay attention.

If you’re tired of shouting into the void, this is your wake-up call.

Listen now. Because the longer you wait, the harder it gets.

 

 

Will AI destroy the coaching industry?

AI is creeping into every industry—now it’s coming for coaching.

With AI-powered apps offering sessions for less than the price of a coffee, some coaches are already feeling the heat.

But here’s the real question… Is AI a threat or the biggest opportunity the coaching industry has ever seen?

In this episode, I break down:

• The coaching jobs AI will replace (sooner than you think)
• The areas where human coaches will always have the advantage
• The key shift you must make to stay ahead

This isn’t about fear—it’s about strategy.

If you’re a coach (or thinking of becoming one), you need to hear this.

Listen now and get ahead of the AI curve.

Algorithm-Proof Your Business: Lessons from the TikTok Ban Crisis

As the looming TikTok ban sends shockwaves through the creator economy, many are grappling with the fragility of platform dependency.

Learn why building an email list is the ultimate safeguard for your business and how to take control of your audience - no matter what happens with platforms like TikTok, LinkedIn, or Instagram.

Packed with actionable tips and real-world success stories, this episode is a wake-up call for creators and business owners to future-proof their revenue streams.

Don't wait until it's too late

 

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How to Turn Networking Into Consistent Clients Without the Hard Sell

Networking isn’t about pitching; it’s about building relationships—but so many people get it wrong.

In this episode, I chat with Jamie, the founder of Circle Networks, about why traditional approaches to networking often fail and how to do it differently.

Jamie shares his journey, from hating online networking to creating a model that focuses on real conversations and mutual value.

We’ll unpack why most people show up to sell but forget no one’s there to buy, and how shifting your mindset from ‘selling’ to ‘helping’ changes everything.

Jamie even shares a surprising story about how a year of focusing on others led to a six-figure outcome—and what you can learn from it.

If you’ve ever felt stuck or frustrated trying to find clients through networking, this conversation might just change your perspective.

Join us as we break down the practical steps to build meaningful connections that actually work.

Winning clients with a small audience

Have you ever felt stuck in the never-ending chase for more followers, more likes, more engagement, thinking that’s the only way to win clients?

I used to believe that too, but what if I told you there’s another way - one that doesn’t involve chasing vanity metrics?

In this episode, I’m flipping the script on everything you’ve been told about needing a massive audience to succeed. I’ll share how I’ve won clients consistently with a small, highly engaged audience. No hacks, no shortcuts - just a clear, simple strategy that anyone can use.

Here’s the thing, more followers don’t automatically mean more clients.

In fact, the bigger your audience, the harder it can be to convert. So what’s the secret? It’s not about quantity; it’s about quality. I’m breaking down the exact steps I’ve used to focus on the right people, craft a compelling message, and turn connections into paying clients - even with an audience of just a few hundred.

If you’ve ever wondered how to make your small audience work for you, this is the episode you can’t afford to miss.

Stay tuned, because what you’ll learn might just change how you think about your business forever.

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➕ Hit subscribe so you never miss another episode.

✍️ Sign up for my weekly email newsletter: https://signalnewsletter.deanseddon.io/

✅️ Ready to act? DM me 🆆🅸🅽 on LinkedIn to get started.

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