Growth looks exciting from the outside. Inside, it is usually chaotic, opinion-led and full of avoidable mistakes.

In this episode, we sit down with Lucy Woolfenden, a former Skype marketer turned fractional CMO who now helps B2B and fintech scale-ups turn messy growth into focused, repeatable momentum.

Lucy Woolfenden is a growth-focused fractional CMO and founder of The Scale-Up Collective, with senior marketing experience at Skype, Starling Bank and high-growth fintech scale-ups.

She shares what really happens between product-market fit and the next funding round. From billboard typos that made it to print, to emails accidentally forwarded to clients, she explains why growth only works when teams prioritise properly, base decisions on real customer insight and stop trying to do everything at once.

We also dig into why most B2B brands struggle to stand out, how marketers earn credibility with the rest of the business, and why focus beats hustle at every stage of scale.

This is an honest conversation about growth, mistakes and the systems that stop chaos killing momentum.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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When James Thomlinson decided to “bring some magic” to a high-stakes pitch for InterContinental Hotels Group, he meant it, literally.

The plan? A magician disguised as a team member, ready to wow the client with a “reappearing newspaper” trick. The result? Cringe, confusion, and a fast lesson in what not to do when pitching creative ideas.

In this hilarious and humbling episode, James shares how a failed attempt at showmanship turned into one of his biggest professional lessons and how he eventually won the client with a smarter, more authentic approach.

If you’ve ever pushed creativity a little too far in your marketing, this episode will hit home.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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Most creative directors are never told what their job actually is.

That confusion leads to imposter syndrome, burnout and years of silent mistakes at the top of agencies.

In this episode of Embracing Marketing Mistakes, we sit down with Mick Mahoney, one of the most experienced creative leaders in advertising. Mick spent over 25 years as a Creative Director, Executive Creative Director and Chief Creative Officer at agencies including Ogilvy and BBH.

He has led award-winning teams, topped creative rankings and worked alongside some of the biggest names in the industry. Despite that success, Mick openly admits that for much of his career he felt like he was winging it.

We talk about the real job of a creative director, why no one ever defines it, and how that lack of clarity fuels ego, micromanagement and burnout. Mick shares the mistakes he made early on, the clients he lost, and the leadership lessons that only come from experience.

This is an honest conversation about empathy, psychological safety, confidence and what creative leadership actually looks like when you strip away the posturing.

If you lead creative people, manage senior teams or feel the pressure of needing to have all the answers, this episode will resonate.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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David thought his YouTube channel was flying tens of thousands of views, rapid growth, big smiles all round. But behind the buzz was a costly mistake. By turning his finance channel into a jumble of lifestyle, language and fitness videos, he confused his audience and killed his conversions.

In this episode, David joins Chris Norton and Will Ockenden to share how he turned his “carnival channel” fail into a business lesson every marketer needs to hear. Discover why more views don’t mean more clients and how clarity beats clicks every time.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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Dom Dwight joins Embracing Marketing Mistakes to share the reality of building a challenger brand that people genuinely care about.

Across 18 years at Bettys and Taylors of Harrogate, Dom helped turn Yorkshire Tea into one of the UK’s most loved brands by backing creative risk, trusting people and stripping out layers of sign-off. In this episode, he talks candidly about the resistance that comes with brave marketing decisions, the value of long-term agency relationships and why safe ideas often create the biggest risk.

The conversation also goes deep on social media mistakes, political pile-ons and the moment a single tweet spiralled into days of backlash, memes and headlines. This is an honest look at autonomy, humour and accountability when a brand finds itself in the spotlight.

Dom Dwight spent nearly two decades shaping Yorkshire Tea’s brand voice and advertising, starting as a creative copywriter and later leading its early move into social media. He played a central role in the brand’s long-running, award-winning work with Lucky Generals and is now working independently, helping ambitious brands build culture-led marketing that resonates with real people.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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What happens when you pour your heart and money into a business you’re not truly passionate about? In this episode, we hear the candid story of Louise, who launched a bricks-and-mortar craft shop while juggling three kids and a career in IT project management.

She opens up about:

• Growing up in an entrepreneurial family in Northern Ireland
• Why she started a business that never really aligned with her interests
• The hard lessons she learned running a shop with no profit
• The turning point when a mentor helped her see her real talent: social media
• How following that spark led her to a business she genuinely loves

It’s a raw, relatable conversation about the risks of chasing the wrong business, the importance of passion, and the power of pivoting when things don’t work out.

If you’ve ever wondered whether you’re on the right business path or how to recognize when it’s time to change direction this episode is for you.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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Most marketers believe customers think carefully before they buy. Behavioural science shows that 95% of buying happens on autopilot, driven by subconscious shortcuts rather than logic.

In this episode of Embracing Marketing Mistakes, Nancy Harhut explains why framing, anchoring and presentation matter more than information. She shares real examples where small changes doubled results without changing the product.

Nancy is the author of Using Behavioural Science in Marketing and founder of HBT Marketing. She has spent decades helping brands apply psychology and neuroscience to real campaigns, translating academic research into practical tactics that increase response and preference.

This is a practical conversation for senior marketers who want better ROI without chasing discounts or gimmicks.

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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Mental health neglect emerges as the most impactful career mistake, affecting happiness, security, and stability in both personal and professional realms. Many people recognise mental health issues too late, silently carrying burdens that significantly impact their relationships and performance.

Authentic Alex shares her story.
• Tendency to ignore mental health concerns until they become impossible to dismiss
• Personal anecdote about a friend struggling silently despite having a busy career
• Started writing about therapy experiences seven years ago, and grief on LinkedIn five years ago
• Corporate conversations about mental health have transformed dramatically in recent years
• Current global circumstances continue to place extraordinary pressure on people's mental health
• Many remain unaware of the burdens they're carrying and that they have the option to set them down
• COVID-19 intensified universal experiences of grief and mental health challenges

Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈

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