Running a small business is one of the most demanding jobs in the world - and most business advice was never written for you.
The Small Business Advantage – Audio Field Guide is a practical, straight-talking learning programme designed for microbusiness owners, freelancers, and creative independents who don’t have time to sit through traditional courses.
Listen while you drive, commute, or walk the dog. No workbooks. No complicated frameworks. Just clear, usable ideas you can absorb on the move – and revisit whenever you need them.
Based on the Business Design Series Book 1: Empowering the little guy to compete, thrive and win by Leonard John, this audio field guide helps you design a business that fits your reality: small, agile, and powerful.
What you'll learn
Across 17 focused sessions (around two hours of audio), you’ll learn how to:
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Discover and use your unique style
Understand what truly sets you apart – and how to turn that into products and services people actually want. -
Build a brand that feels real
Craft a brand, story, and positioning that connect with the right people and make you memorable in a crowded market.
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Price with confidence
Escape the 'race to the bottom', avoid the pricing Dead Zone, and set prices that reflect the real value of your work. - Communicate value and build desirability
Move beyond features and discounts. Learn how to express the benefit and emotional appeal behind what you offer.
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Monetise without losing your integrity
Turn trust and engagement into revenue through products, services, memberships, and partnerships that feel aligned with who you are. -
Spot and avoid 20 silent risks
Identify the market, money, brand, operations, and strategy risks that quietly undermine small businesses – and learn how to reduce or avoid them.
Who's it for?
This audio field guide is for you if:
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You’re a microbusiness owner, sole trader, freelancer, or creative independent
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You feel overloaded by generic 'big business' advice that doesn’t fit your reality
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You want practical ideas you can listen to while you work and live, not another desktop course
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You want to move away from 'cheapest wins' and start building a value-based business
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You’re ready to think more strategically – without needing an MBA or a spare day each week
How to use this programme
There’s no homework and no pressure to 'keep up'. You can:
- Listen straight through, from Session 1 to Session 17, to get the full journey from style and brand to pricing, risk, and resilience.
- Dip back into specific sections when you’re working on a particular area:
- Revisit the Seven Secrets when you’re refining your offer
- Return to Price, Value, Desirability when you’re changing your prices
- Replay the Risk sessions when something feels fragile or uncertain
If you also own the Business Design Series Field Guide, the audio acts as:
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Your on-the-go companion,
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While the book becomes your deeper reference – with more detailed explanations you can explore when you’re at your desk.
But the audio stands completely on its own. All you really need to do is press play.
Real reviews, real wins
Paul Smith Founder and CEO Schoop
'Super helpful advice. Running a small business is hard and this field guide covered a lot of the small things I missed.'
Stuart Lampert Technical Director Edwards Electronics
'Just what I needed, compelling resource on business strategy, ideas and tools presented in way that's easy to navigate. Well presented, this really inspired me to make changes.'
Bryony Greenwood Studio Coordinator Halo Studio
'Such a great guide on brand strategy and building a business for yourself! Loved listening to this, and will definitely be going back over it!'
Best review
John Murray KC, Bristol
'Every aspiring entrepreneur should use this guide as a bible when setting out on the development path to turn an idea into reality. The logical steps set out by Leonard are easy to follow with one leading seamlessly to the next indicating both the plusses and minuses encountered en route . This is essential reading before appearing on Dragons Den.'
About the author
Leonard John is an engineer turned small business advocate.
After working on engineering, medical computing and space-structure projects for UK and US contractors, he shifted his focus to something just as complex: small business.
Over the last two decades he has helped companies in sectors as diverse as quarrying, architectural restoration and scientific computing – even helping build a UK scientific workstation vendor into a European distributor-of-the-year. Through TradShack Media Publishing and his own local ISP serving microbusinesses in South West England, Leonard has spent years working with the smallest of small firms on one core mission: helping them survive and succeed.
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