{"podcast":{"title":"The Family in Business Podcast","slug":"the-family-in-business-podcast-6326816","podcast_index_feed_id":6326816,"rss_url":"https://feeds.captivate.fm/mastermind-for-business/","website_url":"https://metropolemastermind.com.au/podcast/","image_url":"https://artwork.captivate.fm/f049a80e-5a6a-49c9-bba4-3dab582f4317/The-Family-in-Business-Cover-Art-3000x3000.png","author":"Metropole Mastermind","episode_count":134,"summary":"\"For families who build businesses, and businesses that strengthen families” Running a business with family is one of the most rewarding things you can do. It's also one of the hardest. The Family in Business podcast is for Australian family business owners who want to grow a thriving, profitable business together - without letting it strain the relationships that matter most. Each week, hosts Mark and Caroline Creedon share honest conversations, practical strategies, and real-world insights drawn from over three decades of experience helping family businesses across Australia grow, scale, and plan for the future. Whether you're just starting to bring family into the business, trying to scale without burning out, navigating the tricky dynamics of working with a spouse or a sibling, or thinking seriously about succession and passing things on to the next generation - this show is built for you. Mark and Caroline cover the full family business journey: building systems that give you back your time, having the conversations most families avoid, creating a business that can run without you, and building wealth that carries across generations. This isn't a podcast about business in the…","last_synced_at":null,"page_url":"https://stenobird.com/podcast/the-family-in-business-podcast-6326816"},"episode":{"title":"You're Selling The Wrong Thing And It's Costing Your Family Business Clients","slug":"you-re-selling-the-wrong-thing-and-it-s-costing-your-family-business-clients","published_at":"2026-05-12T03:00:00+00:00","page_url":"https://stenobird.com/podcast/the-family-in-business-podcast-6326816/you-re-selling-the-wrong-thing-and-it-s-costing-your-family-business-clients","show_page_url":"https://stenobird.com/podcast/the-family-in-business-podcast-6326816","url":"https://metropolemastermind.com.au/podcast/","audio_url":"https://episodes.captivate.fm/episode/3d8283d7-80ca-4e9a-b1b2-da3bda467f87.mp3","summary":"Quick question. What do you sell? If your answer sounds anything like \"I'm an accountant\" or \"I'm a mortgage broker\" or \"I run a bookkeeping business,\" hang on a second. Because that's not actually what your clients are buying. Nobody wakes up wanting to buy a mortgage. Or hire a bookkeeper. Or find a business coach. So if that's how you're describing what you do, you're losing the sale before the conversation even starts. In this episode, Mark and Caroline get into one of the most common and most costly mistakes service business owners make, selling what they do instead of what their clients actually want. And what clients want has nothing to do with your title, your qualifications, or your service offering. It has everything to do with how you make them feel, the problem you solve, and who they become after working with you. Mark and Caroline walk through three powerful levels of understanding what you really sell, from the functional level that keeps most businesses stuck, all the way through to the emotional and identity layers that make clients say yes faster, pay more, and refer more. They show you exactly how to reframe your message in a way that sets you apart in even the most crowded market. The businesses that grow fastest aren't the ones with the best qualifications or the longest track record. They're the ones who know exactly what their clients are really buying, and they lead with that in everything they do. Once you make that shift, you won't market your business the same way again. In today's podcast you’ll discover: 00:50 - The difference between selling what you do and selling what your clients actually want to buy 04:09 - The functional layer, and why staying here is exactly why so many great businesses blend into the noise 05:13 - The emotional laye…","meta_description":"Quick question. What do you sell? If your answer sounds anything like \"I'm an accountant\" or \"I'm a mortgage broker\" or \"I run a bookkeeping business,\" ha…","key_points":[],"chapters":[],"topics":[],"duration_seconds":923,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-family-in-business-podcast-6326816/episodes/you-re-selling-the-wrong-thing-and-it-s-costing-your-family-business-clients/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-family-in-business-podcast-6326816/you-re-selling-the-wrong-thing-and-it-s-costing-your-family-business-clients.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}