This episode features Julie Williams, an executive coach and founder of Coaching Reading, who discusses her transition from corporate marketing to coaching and her mission to ignite "authentic leadership" within individuals and teams. Julie brings over 15 years of senior marketing experience and a decade of specialised coaching expertise to the conversation.

The conversation delves into the intersection of brand and leadership, highlighting how Julie helps leaders align their personal values with their organisation's culture. She describes her role as "lighting fires"—a philosophy that inspired her own podcast—where she helps clients spark internal change to overcome professional plateaus and the "loneliness" of leadership.

The discussion also touches on the vital topic of community and collaboration. Julie emphasises the importance of building local networks, exemplified by her work with Coaching Reading, a community interest organisation that provides accessible coaching.

Finally, the conversation covers the importance of purpose-driven growth and the power of word-of-mouth in building a sustainable business. Julie concludes by encouraging listeners to identify what truly motivates them, using those insights as a foundation for setting meaningful goals and a clear vision for the future.

KEY TAKEAWAYS

1. Close the Gap Between "Brand" and "Culture"

Many business owners focus heavily on external marketing but neglect the internal culture. Julie highlights that for a business to be truly successful and authentic, the internal culture (how your team behaves) must align with the external brand (the promises you make to customers).

2. Combat the "Loneliness of Command" Through Community

Julie discusses how business owners often feel isolated, bearing the weight of every decision. She emphasizes that "lighting a fire" within your business often requires a sounding board—whether through a coach, a mastermind group, or local networks like Coaching Reading.

3. Shift from Management to "Lighting Fires"

Moving from being a "manager" who controls tasks to a "leader" who inspires others is the key to scaling. Julie explains that identifying your own core purpose—and what motivates your team—is what creates sustainable, long-term growth rather than just short-term productivity.

TIME CODES

00:00 Welcome to Julie

00:31 Introduction to Julie

01:44 How Julie became an executive coach

03:58 Julie's audiences

06:33 How Julie markets her business

07:56 What are the challenges Julie's audiences face

11:29 Examples of Julie's work with clients

13:58 Some people are not suited to leadership roles

15:14 Julie's coaching experience

18:08 A couple of Julie's podcast episodes

20:51 Julie's coaching session with Lucy

23:50 The challenges of being a leader

25:28 About Coaching Reading

28:41 Competitors or Collaborators?

29:52 Challenges Julie has faced

33:25 Get started on what you want to do!

34:02 Tips for business owners

35:31 Play to your strengths!

36:14 Julie's final thoughts

This episode features Susanne Clausen, Chair of Open Hand Open Space (OHOS) and Professor of Fine Art at the University of Reading. The conversation delves into the unique nature of Open Hand Open Space, which is housed in Brock keep, a historic military keep on Oxford Road. Susanna emphasises that it serves as the town's only dedicated provider of long-term artist studios and the only dedicated contemporary art gallery in Reading. We also discuss Susanne's work and her exhibitions, as well as the vital role OHOS plays in providing affordable infrastructure for local creatives.

Finally, the conversation covers the significant challenges regarding the building's future. Susanne concludes by encouraging listeners to visit the gallery to discover the "best kept secret" of Reading's cultural landscape.

KEY TAKEAWAYS

1. Retention of Local Talent

For a town to thrive, it must provide the infrastructure necessary to keep skilled graduates from local institutions like the University of Reading. OHOS serves as a critical bridge, offering the only dedicated long-term studio spaces for artists post-graduation. Without these affordable "incubator" spaces, creative talent often migrates to other cities, taking their innovation and economic contribution with them.

2. Boosting Reading's International Brand and Profile

Art is a vehicle for global networking. Susanne highlights how local artists represent Reading on the world stage—citing her own recent exhibition in Miami—which helps position the town as a sophisticated cultural destination rather than just a commercial hub. Supporting such spaces enhances Reading's competitive edge against comparable cities like Oxford or Milton Keynes.

3. Social Value and Community Cohesion through Cultural Hubs

OHOS acts as a "best kept secret" that drives community engagement by partnering with diverse groups, including refugees and the Hong Konger community. For business owners, a vibrant, culturally inclusive Oxford Road district improves the local environment, making it a more attractive place to live, work, and invest.

TIMECODES

00:00 Welcome to Susanne!

00:23 What is Open Hand Open Space

01:17 University of Reading connection

01:49 Reading's best kept secret

03:18 How Open Hand Open Space fits into Reading's creative setting

04:15 Some artists at Open Hand Open Space

06:18 Open Hand Open Space for the general public

06:56 How Open Hand Open Space is promoted to the public

07:52 About Susanne Clausen

10:02 What Reading needs to support artists

11:46 Why it's good for artists to exhibit their work

12:18 Is artwork used to convey specific messages

13:52 Challenges faced by Open Hand Open Space

17:06 How can people support Open Hand Open Space

18:26 Susane's final thoughts

In the final My Local Marketer episode of 2025, Maria shares four key takeaways from local business interviews to help Reading-based entrepreneurs succeed in 2026.

1. Mastery of Industry Insights

Maria highlights Becky Ottery from Eclectic Games, who stays competitive by tracking designer blogs, attending trade shows, and listening closely to customer interests.

To streamline this, Maria suggests using AI prompts—specifying your niche and location—to identify the best sources and people to follow.

2. Strategic Positioning

Differentiating your business from giants like Amazon is essential. Local shops provide value through specialist advice, product trials, and physical experiences that online retailers cannot match. Understanding this unique positioning allows for more effective marketing and targeting.

3. Shared Knowledge Systems

Becky Nallon of Double Barrelled Brewery shares how they use a "product book" containing brewer and marketing notes to empower front-of-house staff.

Collate your team's knowledge into a central resource to ensure consistent, high-quality customer service. Solo owners can use spreadsheets to track these details for contractors or partners.

4. Extraordinary Customer Touchpoints

Inspired by Pete Hefferon of Shed, Maria advises auditing every business touchpoint to add "thoughtful tweaks" that turn ordinary interactions into memorable experiences. Creating a "Fans First" culture leads to fiercely loyal followings and increased word-of-mouth growth.

By refining information channels, USP, and internal communication, local businesses can build a standout brand for 2026.

KEY TAKEAWAYS

1. Build Robust Information Channels

To stay competitive, establish formal systems to track industry news, local developments, and audience interests. You can use AI tools like Gemini or ChatGPT to help identify specific blogs, trade press, and key influencers to follow. Becky Ottery from Eclectic Games highlights that listening to customers is often the best "crowd-sourced" method for staying ahead of trends.

2. Define Your Strategic Positioning

Clearly define how your business adds value in ways that global competitors like Amazon cannot. Specialist knowledge and physical experiences—such as product trials or expert advice—are critical USPs for local businesses. Understanding these unique advantages allows you to target your marketing more effectively.

3. Centralise Your Team's Knowledge

Improve customer service by sharing expertise across your entire staff. For instance, Double Barrelled Brewery uses a "product book" containing brewer and marketing notes to empower their team with consistent information. Even solo entrepreneurs can benefit by recording service details in a spreadsheet to streamline communication with future partners or contractors.

4. Elevate Every Customer Touchpoint

Audit every interaction a customer has with your brand and identify where you can add "thoughtful tweaks". Taking an ordinary process and making it extraordinary makes your business more memorable and shareable. This "Fans First" approach helps cultivate a loyal following and drives word-of-mouth growth.