Episodes

AI is everywhere, but are small businesses actually using it to save time and improve the way they work? In this episode of What One Thing, hosts Hayley Baxter and Phil Davenport are joined by AI specialist Marie Piercy to explore how business owners can move beyond experimenting with AI and start building practical, repeatable systems that make a real difference. From creating AI-powered ideal client profiles using your existing customers, to building sales and marketing processes without los...

Everyone says you need a USP. But what if that's the wrong place to start? In this episode of What One Thing, hosts Phil Davenport and Hayley Baxter are joined by sales consultant Alastair Ruston to explore one of the most powerful concepts in sales and marketing: People don't buy what you do. They buy the result of what you do. From the famous phrase "People buy holes, not drills" to practical ways of uncovering what really makes your business different, this conversation is packed with ide...

Running a business isn't just about writing a business plan... it's about continually evolving it. In this episode of What One Thing?, Hayley Baxter and Phil Davenport are joined by structural engineer and business owner Laura Holland to explore why business planning should be a living document, not something you complete once and forget. Laura shares the honest reality of growing an engineering consultancy from scratch, the confidence challenges that come with leadership, when to hire (and wh...

The Most Underrated Business Growth Strategy with Daisy Ferns In a world obsessed with algorithms, followers, and going viral, what if the real secret to growing your business was much simpler? In this episode of What One Thing?, Hayley Baxter and Phil Davenport sit down with lead generation specialist Daisy Ferns, whose one thing is refreshingly straightforward: talk to people. Daisy shares how building genuine relationships has helped her create multiple successful businesses, including a si...

What One Thing AI Podcast Everyone is talking about AI. But what if most businesses are approaching it completely the wrong way? In this episode of What One Thing AI, Phil Davenport and Hayley Baxter are joined by Richard Geary and Scott Evans from the AI Foundry to discuss one of the biggest mistakes business owners make when implementing AI. Instead of starting with ChatGPT, Copilot, Gemini or the latest AI tool, Richard argues that businesses should first identify the problem they are tryi...

Phil Davenport and 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 busin...

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 te...

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 ...

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” jug...

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 ...

There’s a lot of noise around AI — but most small business owners don’t need more hype. They need practical ways to reduce pressure, improve customer experience, and scale without adding unnecessary cost. In this episode, Ian Lockwood shares how he implemented an AI chatbot across multiple websites to reduce inbound calls, automate parts of the quote process, and improve the customer journey — with a clear warning about guardrails and AI “hallucinations”. In this episode, we cover: Why “What p...

If you’re bringing in revenue but still not seeing the profit you expect, this episode is for you. Debbie Porter (Destination Digital Marketing) shares how COVID forced a hard reset — and why ‘knowing your numbers’ became the habit that protects profit, reduces risk, and helps you lead your business with clarity. In this episode we cover: • Moving from gut feel to numbers-led leadership • Pricing from costs + margin (not competitors) • ‘Whales’ and why big clients can become a risk • Why Xero ...

What does it actually take to build a business (an accountancy practice in Bev's case) that doesn’t rely on you 24/7? In this episode of What One Thing?, we’re joined by accountant, coach and international speaker Bev Flanagan. Bev shares how she went from being constantly “on” for clients — even while supporting her sister abroad — to building a fully systemised, cloud-based accountancy practice that allowed her to travel, work from anywhere, and ultimately sell her firm. We cover: • How to...

What happens when you achieve everything you thought you wanted — and still feel unfulfilled? In this episode of What One Thing, we’re joined by Lisa Johnson, who built a multi-seven-figure business, topped the charts, and was invited into the most elite entrepreneurial spaces — before realising the “more” mindset no longer worked for her. From turning down Necker Island to choosing a £6.99 Chinese with friends, Lisa shares the moment she realised success had drifted away from what actually ma...

What really changes after another year of running a business? In this end-of-year reflection episode of What One Thing, Hayley Baxter and Phil Davenport look back honestly on the past year — what surprised them, what challenged them, and what genuinely shifted how they now run their businesses. This isn’t a highlight reel or a list of wins. It’s a real conversation about growth, visibility, accountability, and the lessons that only show up when you’re deep in it. In this episode, they talk ab...

This episode is a little different. As the year comes to a close, Hayley and Phil take time to reflect — honestly — on what the past year of running their businesses has really been like. Not the polished version. The real one. They talk openly about the things that surprised them, the challenges they didn’t expect, and the lessons that only became clear once they slowed down enough to notice them. This conversation explores: The gap between expectations and reality in business growthWhy mana...

What’s one thing about starting a podcast that you thought would be easy… but wasn’t? In this behind-the-scenes episode of What One Thing, hosts Hayley Baxter (Corbar Accounting) and Phil Davenport (Affirm IT Services) reflect honestly on what it’s really like running a weekly podcast alongside two busy businesses. They share what surprised them, what took far longer than expected (editing, captions, clips, admin), how tough audience growth can be without consistent marketing, and how they’ve...

What do you do when your business looks successful on the outside… but the numbers tell a very different story? In this episode of What One Thing, Hayley Baxter (Corbar Accounting) and Phil Davenport (Affirm IT Services) talk to Jo Simpson, an accountant who grew multiple businesses – including two multi–seven-figure ventures – before the 2008 crash exposed just how fragile things really were. Jo shares: How she realised strong revenue was hiding weak financial foundations Why she spent mont...

Can you really scale from 4 to nearly 40 people and keep a calm, positive, nice culture? In this episode of What One Thing, hosts Hayley Baxter (Corbarr Accounting) and Phil Davenport (Affirm IT Services) talk with former MSP owner Neil Shaw about growing an IT business fast – without losing your values or your mind. Neil shares how he: Grew an MSP from 4 staff and 25 clients to nearly 40 staff and 150+ managed clientsUsed systems, processes and documentation to stop everything falling apartD...

Traditional recruitment is broken – especially for small businesses. In this episode of What One Thing, hosts Hayley Baxter (Corbar Accounting) and Phil Davenport (Affirm IT Services) talk with Rebecca Morris from Benchmark Recruit about why “bums on seats” hiring is costing businesses far more than they realise. They dig into: How commission-led recruitment encourages poaching and churn Why values-led hiring matters so much for small businesses with small teams The real cost of getting recr...

In this episode of What One Thing, Phil Davenport (Affirm IT Services) and Hayley Baxter (Corbar Accounting) sit down with entrepreneur Stuart Mason to unpack a business collapse that no one saw coming—until it was too late. This conversation isn’t about doom and gloom. It’s about the real risks small and medium-sized businesses face, especially around discounting, cashflow, pricing pressure, and over-stretching for growth. Phil and Hayley break down the lessons through the lens of IT, Accounti...

This week on What One Thing, Phil Davenport (Affirm IT Services) and Hayley Baxter (Corbar Accounting) sit down with leadership consultant Angela Hodgson (Ignite Improvement Ltd), who went from leading a global team through Barcelona riots, burnout and personal loss… to rebuilding her career with clarity, courage and a brand-new purpose. It’s a powerful conversation — but as always, Phil and Hayley bring it back to what really matters for small business owners across the East Midlands: your peo...

When everything seems to be going wrong, the hardest truth to face is that you might be the problem. In this episode, hosts Phil Davenport (Affirm IT Services) and Hayley Baxter (Corbar Accounting) talk with Steve Knowles, who shares how a consultant’s brutal honesty turned his struggling accountancy practice around — and what that taught him about leadership, control, and trust. Key Takeaways: How Steve recovered from losing £80K by bringing in the right outside help Why business owners need...

AI isn’t just for big corporations — it’s for small businesses too. In this episode of What One Thing, Phil Davenport, Hayley Baxter, and Craig Millar sit down with Neil MacDonald from Technology4Business to explore how small businesses can use AI tools like ChatGPT and Microsoft Copilot to save time, simplify work, and get better results. Neil shares practical, real-world examples of AI in action — from automating repetitive admin tasks to creating smarter systems that free people up to focu...