Episodes

  • How to build a cult following for your business with Jody Raynsford

    How to build a cult following for your business with Jody Raynsford
    Mar 31 2026
    n this episode of Mind Your Business, David Pawsey sits down with Jody Raynsford to unpack the story behind a business built on bold thinking, sharp positioning and community-first marketing.From journalism and copywriting to building the cult-favourite Bad Boy Running podcast, Jody shares how doing things differently helped him create a loyal audience and shape a distinctive approach to brand strategy.A standout moment in the episode is Jody’s take on launching his book, How to Start a Cult. Rather than following a standard formula, he took inspiration from an unlikely source — Cliff Richard and the idea of the Christmas number one — turning the launch into a themed, community-powered campaign that rallied people behind it and made the whole thing feel like an event.The conversation also digs into Jody’s refreshing view of marketing: that the most effective marketing is not bland, polished or designed to please everyone. It works best when it’s authentic, clear in what it stands for, and divisive enough to attract the right people while putting off the wrong ones. In Jody’s world, trying to appeal to everyone is usually the fastest route to being ignored.David and Jody explore how Bad Boy Running grew by embracing humour, in-jokes, honesty and a clear set of shared beliefs — proving that strong communities are built less on constant content and more on consistency, identity and connection.What you’ll hear in this episodeHow Jody moved from journalism into brand strategy and challenger-brand messagingThe origins of Bad Boy Running and why its rough-around-the-edges style helped it stand outWhy strong positioning matters more than trying to please everyoneHow authenticity and a willingness to be polarising can make marketing far more effectiveWhat most brands get wrong about community buildingThe story behind Jody’s book launch and the unexpected Cliff Richard-inspired strategy behind itWhy consistency builds trust more than polished perfection ever willHow bold brands create belonging by being clear about who they are — and who they’re not forKey takeawayThis episode is a reminder that great marketing doesn’t come from playing it safe. It comes from knowing what you stand for, saying it clearly, and building something people genuinely want to belong to.Memorable theme from the episodeThe best marketing is authentic and a little divisive.Not because controversy is the goal but because clarity is. When you stop trying to win everyone over, you make it much easier for the right people to find you, trust you and champion what you do.Links mentionedHow To Start A Cult | Build A Cult Brand | Homehttps://howtostartacult.co.uk/Bad Boy Running | Podcast and Communityhttps://badboyrunning.com/The conversation also digs into Jody’s refreshing view of marketing: that the most effective marketing is not bland, polished or designed to please everyone. It works best when it’s authentic, clear in what it stands for, and divisive enough to attract the right people while putting off the wrong ones. In Jody’s world, trying to appeal to everyone is usually the fastest route to being ignored.David and Jody explore how Bad Boy Running grew by embracing humour, in-jokes, honesty and a clear set of shared beliefs — proving that strong communities are built less on constant content and more on consistency, identity and connection.What you’ll hear in this episodeHow Jody moved from journalism into brand strategy and challenger-brand messagingThe origins of Bad Boy Running and why its rough-around-the-edges style helped it stand outWhy strong positioning matters more than trying to please everyoneHow authenticity and a willingness to be polarising can make marketing far more effectiveWhat most brands get wrong about community buildingThe story behind Jody’s book launch and the unexpected Cliff Richard-inspired strategy behind itWhy consistency builds trust more than polished perfection ever willHow bold brands create belonging by being clear about who they are — and who they’re not forKey takeawayThis episode is a reminder that great marketing doesn’t come from playing it safe. It comes from knowing what you stand for, saying it clearly, and building something people genuinely want to belong to.Memorable theme from the episodeThe best marketing is authentic and a little divisive.Not because controversy is the goal but because clarity is. When you stop trying to win everyone over, you make it much easier for the right people to find you, trust you and champion what you do.Links mentionedHow to Start a CultBad Boy RunningJody’s resources and framework via his website
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    50 mins
  • From Passion to Profit: What Startups Get Wrong with Fiona Anderson of Crawley Innovation Centre

    From Passion to Profit: What Startups Get Wrong with Fiona Anderson of Crawley Innovation Centre
    Apr 8 2026

    In this episode of Mind Your Business, David Pawsey sits down with Fiona Anderson, Innovation Director at the Crawley Innovation Centre, to explore the real challenges early-stage businesses face when trying to grow.

    From the struggle to secure funding to the importance of testing an idea before investing too heavily, Fiona shares practical insight drawn from years of supporting startups across the UK. She explains why many founders hit the same obstacles regardless of location, what investors are really looking for, and why passion alone is not enough to build a sustainable business.

    The conversation also dives into the unique barriers women founders still face, including confidence gaps, access to investment and the constant balancing act between business and family life. Fiona reflects on her own career journey too, including a difficult period working in South Africa and what that experience taught her about resilience, culture and finding where you truly belong.

    This is an honest, thoughtful conversation about entrepreneurship, growth, leadership and the realities behind building a business in a changing world.

    What you’ll hear in this episode
    • Why access to funding remains one of the biggest challenges for startups
    • The difference between grants, loans and angel investment
    • Why founders need to validate demand before scaling
    • Common mistakes that cause promising businesses to stall
    • How to test a business idea quickly and affordably
    • Why women founders often face extra barriers in business
    • The role confidence, childcare and culture play in leadership
    • Fiona’s personal story of career challenges, resilience and returning to the UK
    • Why in-person connection and business communities still matter

    Key takeaway

    A great idea is not enough on its own. The businesses most likely to succeed are the ones that understand their customer, test demand early, plan properly for growth and stay adaptable when conditions change.

    About the guest

    Fiona Anderson is the Innovation Director at the Crawley Innovation Centre and also works independently as a consultant and mentor for early-stage businesses. With experience supporting startups across multiple regions and sectors, Fiona brings practical, grounded insight into funding, growth strategy and the realities of entrepreneurship.

    Connect and learn more

    To find out more about Fiona’s work and the support available through the Crawley Innovation Centre, connect with her on LinkedIn.

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    Produced by deepsocial

    deepsocial helps businesses create podcasts and turn each episode into a full content campaign, including blogs, whitepapers, LinkedIn posts, videos, shorts and more.
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    40 mins