What is it?
The Small Business Advantage is a practical audio field guide for UK microbusiness owners, freelancers, and creative independents who don’t have time for screen-based courses.
It’s built for real life: short, straight-talking episodes you can dip into while driving, commuting, or walking the dog – and revisit anytime when you need a reminder. No homework. No jargon. Just usable guidance.
It’s based on the principles in the book 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.
Who's it for?
This audio field guide is for you if:
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You run a UK microbusiness – as a sole trader, freelancer, or creative independent
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You’re tired of big-business advice that assumes teams, budgets, and spare time
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You want straightforward guidance you can apply immediately – without sitting at a screen
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You’re done competing on “cheapest wins” and want to build a value-based business
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You want to think more strategically – without jargon, fluff, or an MBA
What problem does it solve?
Running a microbusiness often means making big decisions with limited time, limited headspace, and too much conflicting advice. You end up busy… but not always sure you’re building the right things.
This audio field guide helps you replace guesswork with clarity. It’s designed to help you:
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Get clear on what matters most in your business right now
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Make better decisions on pricing, value, and what to say “no” to
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Strengthen your offer and positioning so the right customers understand you faster
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Reduce the stress of “random marketing” by focusing on what actually moves the needle
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Spot common risks and leaks (time, money, energy) before they become expensive problems
No drama. Just progress — in a way that fits real working life.
How it works
This is a completely downloadable audio field guide — designed to fit around your day. There’s no homework and no pressure to “keep up”. Download once, listen anytime. Just press play.
You can use it in three simple ways:
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Listen straight through (Episode 1 to Episode 17) for the full journey — from style and brand, through pricing and positioning, to risk and resilience.
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Dip into the episode you need when you’re working on something specific:
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Revisit The Seven Secrets when you’re refining your offer
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Return to Price, Value, Desirability when you’re reviewing your prices
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Replay the Risk episodes when something feels fragile or uncertain
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Use it as a quick reference whenever you need a reset, a reminder, or a next step.
If you also have Business Design Series Book 1, the audio becomes your on-the-go companion, while the book is your deeper desk reference. But the audio stands completely on its own.
What's inside?
What you’ll learn
Across 17 focused episodes (around two hours of downloadable audio), you’ll learn how to:
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Use your unique style. Understand what genuinely sets you apart — and how to turn it into products and services people actually want.
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Build a brand that feels real. Craft a clear story and positioning that attracts the right customers and makes 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.
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Communicate value and build desirability. Move beyond features and discounts — learn how to express the true benefit and emotional pull of 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 still feel like you.
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Spot and avoid 20 silent risks. Identify the market, money, brand, operations, and strategy risks that quietly undermine small businesses — and reduce them before they bite.
What they say
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 JP, 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 listening 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 two decades he has helped companies in sectors as diverse as quarrying, mineral processing, architectural restoration and scientific computing – even helping build a UK scientific workstation vendor into a European distributor-of-the-year. Through TradShack Independent Media Studio, Leonard has spent years working with the smallest of firms with one core mission: helping them compete, thrive and win.
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Buy the Audio Field Guide
Get instant access to The Small Business Advantage – a completely downloadable audio field guide you can keep and revisit whenever you need it.
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17 episodes (around 2 hours of audio)
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Download once, listen anytime (no streaming, no subscriptions)
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Works on phone, tablet, or computer
Want the deeper desk reference too? You can add Business Design Series Book 1 separately.
