When I got the opportunity to be interviewed by Luke Beastall as a guest on the Beyond the Founder podcast, my first reaction was excitement, quickly followed by nerves.
Like many business owners, I’m much more comfortable talking about my clients’ successes than my own story. But saying yes turned out to be one of the best decisions I’ve made.
The conversation allowed me to reflect on why Number 34 Consultancy exists, the journey that led me here, and what I hope to achieve for the businesses I work with every day.
Building a business around freedom
One of the biggest topics we discussed on the podcast wasn’t marketing at all. It was freedom.
Like many founders, I found that starting my own consultancy wasn’t just about running a business. It was about creating a career that aligned with the life I wanted to build. Being able to do meaningful work, support brilliant businesses, continue learning, and still be present for my family has become one of the biggest measures of success for me.
That doesn’t mean entrepreneurship is easy. There are plenty of challenges, moments of uncertainty and days where everything doesn’t go to plan. But building something that genuinely reflects your own values makes those challenges worthwhile.
More than marketing
Throughout the episode, Luke and I talked about what marketing really means. It’s easy to think marketing is just social media, advertising or websites. In reality, effective marketing starts much earlier. It begins with understanding your audience, defining what makes your business different, creating a clear proposition and making strategic decisions that support long-term growth.
The tactics only become effective when they’re built on the right foundations. This philosophy sits at the heart of everything we do at Number 34 Consultancy. Because when strategy comes first, every marketing activity works harder.
Lessons from the journey
Recording the podcast also reminded me how important it is to pause and reflect.
As business owners, we’re often focused on the next project, the next client or the next milestone. Taking time to look back helps you appreciate how far you’ve come; recognise the lessons you’ve learned and understand why you started in the first place. It’s something I don’t do often enough.
A huge thank you to Luke Beastall for creating such an open and relaxed conversation. Despite recording on one of the hottest days of the year, he somehow managed to make it feel like two people simply chatting about business, life and everything in between.
You can find the Beyond the Founder podcast on Apple Podcasts, Spotify and YouTube.