🔸Unpacking Software Architecture

I help people deploy more value with less code.

Mike Thornton

We build lead generation and AI automation systems for local businesses and SMEs | CRM, AI chat, Voice AI receptionist, call tracking and reviews in one place | Co-Founder at SWS Group

From a passion for SEO to leading AI-driven marketing solutions, my journey has been about empowering businesses to thrive online.

At SWS Group, we specialise in transforming local businesses through innovative reputation marketing strategies and cutting-edge AI tools.

If you’re anything like our clients, you’re already an expert. One of the best.

But your online presence doesn’t reflect the reputation you deserve.

You want to be the go-to authority in your industry and become a magnet for opportunities.

That way you could:

Consistently generate inbound leads
Win clients and customers with ease
Outshine your competition online
Boost your reviews and visibility
See sustainable growth in revenue
The potential is endless.

We help our clients do just that through the power of AI-driven marketing by:

Elevating their online presence and positioning them as industry leaders.
Optimising their Google My Business, social media, and online reputation.
Converting their enhanced visibility into consistent customer acquisition and ROI.
And with over a decade of digital marketing expertise, including award-winning results, we’ve delivered impressive outcomes like these:

🚀 Helping businesses achieve 200% more reviews and 150% better visibility 🚀 Maximising Google Maps rankings to drive more foot traffic 🚀 Streamlining lead tracking and customer management through our all-in-one platform 🚀 Enhancing online reputations with AI-powered strategies

Your online presence is your biggest asset.

Take control of it!

Let's connect and explore how we can work together to elevate your business.

Not quite ready yet? I post daily content here showing you how we can help you grow your business.

Nishit Kotak

Luck is overrated.

So are quick fixes.

Real growth is quieter.

It runs on curiosity.
And the guts to act on what you find.

Back in 2008, I started messing with basic SEO.

No big plan.
No investors.
No team.

Just me, a laptop, and late nights.

I wanted to move a little gear online.
That was it.

So I tested.

A headline change.
A new page title.
A different offer.
A cleaner link.

Most of it flopped.

Hard.

But every flop gave me a clue.
And every clue made the next test smarter.

That is the part people miss.

Progress did not come from one lucky break.

It came from a loop:

→ Try something small  
→ Watch what happens  
→ Learn the lesson  
→ Ship the next move  

Over time, small wins stacked.

Friends noticed.

They asked how I did it.
I shared what I knew.

Not as a guru.
As a guy who kept notes.

That sharing turned into more calls.
More fixes.
More projects.

SWS Group came from that.

Not from a master plan.

From scattered experiments that kept compounding.

Here is what got etched into me:

- Your brand does not bloom overnight  
- It grows through deliberate steps  
- Curiosity beats hype every time  
- Side projects are not distractions, they are skill forges  
- Every trial gives you sharper tools  

Research backs this up.

Curiosity drives deeper learning.
It makes people stick with hard problems longer.
It also improves creative problem solving, because the brain starts looking for patterns instead of shortcuts.

That is why quick fixes feel good.
And fail fast.

They skip the part that builds you.

The part where you become the kind of person who can win again.

So I stopped chasing the big splash.

I started chasing better questions.

Then I moved fast on the answers.

Small project.
Clean test.
Clear lesson.

Layered over time.

That is how you build expansion.
Influence.
Endurance.

Start modest.

Fuel curiosity.

Launch now.

One project away from a different life.

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AI Lead Generation Expert for Hospitality & Medical Industries 🚀 | Turn Your Challenges into Opportunities | Free 2-Week Trial of Our All-in-One Marketing Platform  📞 020 3389 5570

We turn local businesses into industry leaders through cutting-edge digital marketing, so they can scale their operations, unlock untapped opportunities, and outlast their competition.

If you’re anything like our clients, you’re already an expert. One of the best.

But your online presence doesn’t reflect the reputation you deserve.

You want to be the go-to authority in your industry and become an opportunity magnet.

That way you could:

Consistently generate inbound leads
Win clients and customers with ease
Outshine your competition online
Boost your reviews and visibility
See sustainable growth in revenue
The potential is endless.

We help our clients do just that through the power of AI-driven marketing, by:

Elevating their online presence and positioning them as industry leaders.
Optimizing their Google My Business, social media, and online reputation.
Converting their enhanced visibility into consistent customer acquisition and ROI.
And with over a decade of digital marketing expertise, including award-winning results, we’ve delivered impressive outcomes like these:

🚀 Helping businesses achieve 200% more reviews and 150% better visibility 🚀 Maximizing Google Maps rankings to drive more foot traffic 🚀 Streamlining lead tracking and customer management through our all-in-one platform 🚀 Enhancing online reputations with AI-powered strategies

Your online presence is your biggest asset.

Take control of it!

If you’re ready to experience how we can elevate your business, shoot me a DM saying ‘Free Trial’ to get started with our no-risk, 2-week trial.

Not quite ready yet? I post daily content here showing you how we can help you grow your business.

Unlock the potential of your business with expert lead generation strategies. As a digital marketing specialist, I help businesses boost online visibility, generate quality leads, and drive sales growth. Discover the difference personalized marketing can make. Enjoy a FREE consultation and a 2-week trial to see results firsthand. Let's transform your business today!

Free 2-Week Trial of Our Lead Generation Platform

Elevate your LinkedIn game with engaging and impactful content. I specialize in helping businesses craft compelling posts that expand networks and attract clients. Leverage the power of LinkedIn to build meaningful connections and drive business success. Discover the art of impressive content creation and see your influence grow. Let's make LinkedIn work for you!

LinkedIn Content Creation (Done For You)

Take control of your digital marketing strategy with a free consultation tailored to your business needs. Explore services that can enhance your online presence, attract customers, and boost sales. Whether you're new to digital marketing or looking to optimize, I'm here to guide you every step of the way. Unlock new growth opportunities for your business today!

Digital Marketing Consultation

Proud to have worked with Waseem Herwitker, FPFS, and the team on this exciting rebrand.

Earlswood Wealth Management represents everything a premium wealth management service should be: sophisticated, discreet, and deeply personalised for high-net-worth professionals.

If you're a private medical professional, lawyer, accountant, or sports professional looking for Chartered financial planning that goes beyond cookie-cutter advice, this is worth your attention.

Congratulations on the launch, Waseem. Excited to see Earlswood grow! 🎉

London-Based Chartered Financial Planner | Lifestyle & Wealth Planning | Top Rated Adviser 2024 | Advising High-Net-Worth Legal, Accounting & Private Medical Professionals on Retirement & Tax Planning for Lasting Wealth.

We've been quiet on here lately.

There's a reason for that.

For the past few months, we've been working behind the scenes on something we're genuinely excited to share with you.

Today, we're unveiling our new brand: Earlswood Wealth Management.

This isn't our first evolution. Since launching in 2012 and rebranding in 2018, we've continuously refined our approach. This latest rebrand reflects where we're heading next.

Why the change? Too many elite professionals were receiving cookie-cutter advice that didn't address their unique wealth challenges. We wanted to create something different.

A fresh brand. A refined approach. The same commitment to helping accomplished professionals preserve and multiply generational wealth.

As a Fellow of the Personal Finance Society and Top Rated Adviser 2024, we've built Earlswood around five core principles:

• Bespoke strategies that consider your professional structure, income complexity, and family legacy goals
• Inheritance Tax Planning that ensures your wealth transfers efficiently across generations
• Intergenerational wealth planning that protects your family's financial future for decades
• Protection planning that shields your assets and personal wealth from unforeseen risks
• Growth strategies that balance tax optimisation with your desired lifestyle and legacy ambitions

Our tagline says it all: "Personalised strategies to optimise, protect, and grow your wealth."

We specialise in serving private medical professionals, lawyers, accountants, and sports professionals who've built substantial wealth and need sophisticated planning that matches their success.

Discretion isn't just a promise. It's how we operate. Our service is designed for clients who value privacy as much as performance.

We can't wait to share more about what we're building at Earlswood Wealth Management.

Thanks for being part of this journey.

Follow along for insights on wealth preservation and legacy planning that actually make a difference to accomplished professionals like you.

I earned it.

Google Certified Educator Level 2.

And I did it the right way.

This certification is not a badge.

It is a promise.

A promise to teach with skill.
A promise to lead with care.
A promise to use tech to help people learn better.

Because tools do not change learning.

Teachers do.

Level 2 pushes you past the basics.

It demands real classroom thinking.

- Design lessons with purpose
- Build workflows that save time
- Use data to support students
- Create learning that feels clear and human
- Make Google tools work for your goals, not the other way around

This matters.

Because students feel the difference between busy work and real work.

And teachers feel the difference between stress and systems.

I also hit a milestone that still feels unreal.

300 million views as a Level 10 Google Local Guide.

That number is not about fame.

It is about trust.

It means people used my photos, reviews, and edits to decide where to go.

- Where to eat
- Where to shop
- Where to take their family
- Where to spend their time and money
- What to avoid

That is impact.

Quiet impact.

The kind that helps a small business get seen.
The kind that helps a traveler feel safe.
The kind that helps a community look more like the truth.

Both wins share one lesson.

Consistency beats talent.

One helpful review.
One clear photo.
One accurate edit.
One better lesson.
One more student reached.

Over and over.

So I will keep building.

↳ Better lessons

↳ Better systems

↳ Better learning experiences

↳ Better information for real people

Because the future is not built by loud opinions.

It is built by useful work.

I've got one Golden Ticket left.

And it could change your business in 2026.

For 10 years, I've been part of BNI Rendezvous in North West London. It's in the UK's number 1 region for a reason.

This isn't your typical networking event where you collect business cards and hope something happens.

This is structured. Intentional. Results-driven.

Every week, business owners show up with one goal: to pass real referrals to each other.

I've watched plumbers get £5,000 jobs from a single breakfast meeting. Accountants fill their pipelines. Web designers book months of work.

The difference? Everyone's committed to helping each other grow.

Here's what you'll experience on 3rd February as we celebrate International Networking Week:

• A room of professionals actively looking for opportunities for you
• Real conversations about real business challenges
• A proven system that turns relationships into revenue

I'm offering one guest place using my BNI Golden Ticket.

If you're tired of networking events that waste your time and want to see what structured referral partnerships actually look like, message me now.

This ticket is valid only for 3rd February 2026.

One seat. One chance to see if this is the referral engine your business needs.

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Winning an award feels unreal.

It also feels earned.

It’s a strategic signal.

We just won “Best Marketing & Advertising Firm of the Year - 2026 - United Kingdom” from Global 100.

I keep reading that line again.

Not because I need the ego hit.

Because I remember the messy parts that never make it into the headline.

The late nights.

The rewrites.

The campaigns that started strong, then fell flat, then got rebuilt.

The client calls where we had to own the hard truth.

The small fixes that saved a launch.

The small wins that stacked up.

Awards look shiny.

The work behind them looks plain.

Research backs this up.

Most “overnight success” is just consistency people never saw.

Psychologists call it the progress principle.

Small daily progress is one of the biggest drivers of motivation and performance at work.

Not big speeches.

Not big goals.

Progress.

That is what this award really points to.

A team that kept moving.

Even when it was boring.

Even when it was stressful.

Even when nobody was clapping.

Marketing is not magic.

It is testing.

It is listening.

It is clear writing.

It is strong creative.

It is good timing.

It is doing the basics better than most people want to do them.

And doing them again.

This award from Global 100 matters for one reason.

It tells our clients and partners that the work is not just loud.

It is respected.

It is measured.

It holds up under a real spotlight.

It also reminds me of something I forget too often.

Being good is not one big moment.

Being good is a system.

A system of how you think.

How you plan.

How you review.

How you improve.

How you treat people when things go wrong.

Because things always go wrong.

The best teams do not avoid problems.

They recover fast.

They stay calm.

They stay kind.

They stay sharp.

So today, I let myself feel proud.

Not in a loud way.

In a quiet way.

The kind that comes from knowing what it took.

And knowing we will do it again tomorrow.

Takeaways?

- Awards are a lagging result, not the work itself.

- Consistency beats intensity in real marketing.

- The best growth comes from small progress, done daily.

- Great creative gets attention, great execution keeps trust.

Best Marketing & Advertising Firm of the Year - 2026 - United Kingdom.

Thank you, Global 100.

Thank you to our team.

Thank you to every client who trusted us with their brand.

We earned this.

Most local businesses think SEO is about ranking on Google.

They're missing 75% of the opportunity.

You can dominate page one and still lose customers to competitors who rank lower.

The game changed. In 2026, SEO has four layers working together.

Layer 1: SXO (Search Experience Optimisation)
Your site must load in under 2 seconds or 53% of mobile visitors abandon it. Speed isn't technical—it's commercial.

Layer 2: AIO (AI Optimisation)
Scale your content with AI tools. Properly optimised internal linking delivers 40% more conversions from the same traffic.

Layer 3: GEO (Generative Engine Optimisation)
When prospects ask ChatGPT "best accountant near me," your business should be the answer. 68% of searches now start with AI, not Google.

Layer 4: AEO (Answer Engine Optimisation)
Structure service pages with questions as headers. You capture the zero-click answer box that owns 25% of all searches.

I watched a plumbing client implement all four layers.

Inbound calls jumped from 12 to 27 per week within 6 weeks. Same ad spend. Same service area.

Traditional SEO isn't dead. But if you're only optimising for Google's algorithm, you're invisible to three-quarters of your market.

Which layer are you missing right now?

graphical user interface, text, application, chat or text message

Google just rolled out Business Agent in the US.

It's basically a virtual sales assistant that lives on your brand's Google Search profile.

And if you're in e-commerce, you need to pay attention.

The flow is simple:

Customer searches for your brand on Google.
They see "Chat" on your business profile.
They click it.
AI answers their questions instantly.

No app. No website visit. Just answers.

Questions like:
- "Do these shoes run true to size?"
- "What's this rug made of?"
- "How many tiles for a 20 sq ft backsplash?"

The AI pulls from your Merchant Centre data AND your website.

You can customise:
- Brand colours
- Welcome messages
- Conversation starters
- Support handoff details

Requirements to get started:

1. US-based business
2. Verified Google Merchant Centre
3. 50+ approved product offers
4. Claimed brand profile

Why this matters:

70% of online shoppers abandon their carts because they can't get immediate answers to product questions.

They're ready to buy. They just need one piece of information.

But your customer service team is offline. Or busy. Or slow to respond.

So they leave. And they buy from the competitor who answers faster.

This puts a knowledgeable sales assistant at the exact moment someone's searching for your brand.

The moment purchase intent is highest.

Currently US-only, rolling out to more markets soon.

Your competitors are setting this up right now.

They're answering questions whilst you're still reviewing the email.

They're converting searches you're losing.

By the time this becomes "standard practice," they'll already have months of optimised conversations and captured sales.

Your customers are already asking questions. The only question is: who's answering them?

Dr. Ivan Misner lost his biggest client in 1984.

Bad timing but perfect pressure.

So he built a referral machine.

He was a management consultant in 1983.

Most of his work came from speaking gigs and referrals.

Then his largest client did not renew.

He needed new business.

Fast.

He tried the networking groups around him.

They had two modes:

Purely social.

Or nonstop selling.

Both felt busy.

Neither produced much business.

So he did the irrational thing.

He started his own group.

Not with strangers.

With people he already knew and trusted.

People he actually wanted to refer.

The twist was simple.

Business plus relationships.

Held together by one rule.

Give first.

They held the first meeting on January 8th, 1985.

No fancy brand.

No big launch.

Just a room of people betting on each other.

After about three months, the first “problem” showed up.

Someone wanted to open a second group.

Not because the first failed.

Because it worked.

And because the seat for her profession was already taken.

One person per profession.

That rule sounds limiting.

It is the whole point.

It kills the weird Hunger Games vibe.

It forces members to stop circling each other like sharks.

It turns the room into a team.

By the end of year one, there were 20 groups.

That is when Dr Misner realised he hit a nerve.

Not a trend.

A need.

In 1986, he started planning for scale.

Systems.

Training.

Repeatable meetings.

A culture you could copy without him in the room.

That is how BNI Global started.

A referral group built like a franchise.

A relationship engine built like a process.

Today, that small fix for one consultant’s problem looks huge.

BNI has over 355,000 members worldwide.

Meeting each week.

In 11,600+ chapters.

Across 70+ countries.

All because one person refused to accept the normal options.

Small talk.

Or hard selling.

Takeaways?

- Desperation can be a gift if it forces a better system.

- “Give first” sounds soft, but it scales harder than pitching.

- Trust beats tactics, and structure keeps trust from fading.

The full BNI origin story lives here: https://lnkd.in/gA__va_H

Founder of BNI, the World’s Largest Networking Organization | Speaker | Author | Thought Leader

The BNI® Origin Story 
 
I launched the first BNI chapter on this day, 41 years ago. I was a management consultant and wanted a way to generate referrals with people I knew and trusted. In that group, we merged business with relationships, held together by a philosophy of giving first. Today we have more than 355,000 members around the world meeting each week in 11,600+ chapters!  Learn the entire BNI origin story here: https://lnkd.in/gA__va_H 

#BNI #41Years #business #Networking

If you want more plumbing work:

STOP. And show up.

I just did a 10-minute pitch at my BNI group today for Ai Employee.

And I felt that familiar mix of nerves and pride.

Because BNI is one of the few places where business still feels human.

You sit in a room.
You learn names.
You listen.
You give referrals.
You earn trust.

Then, when it is your turn to speak, you get a real shot to promote what you do.

That is the perk.

Not likes.
Not reach.

Referrals.

The kind that come with context, trust, and a warm intro.

That is why I keep showing up.

And that is why I am sharing this.

We are looking for plumbers to join us every Tuesday.

6:30–9:00 AM  
Grims Dyke Golf Club, Pinner

If you run a plumbing business, this kind of room can change your year.

Not because of magic.

Because repetition works.

People remember the plumber who turns up.
People refer the plumber they trust.
People trust the plumber they see every week.

BNI is simple.

↳ You build relationships before you need them.  
↳ You get referrals because you give referrals.  
↳ You stop selling to strangers and start serving a network.  
↳ You stay top of mind without shouting online.  
↳ You grow through consistency, not luck.

I pitched Ai Employee today.

But the bigger point hit me again.

The best marketing still looks like this:

A room.
A handshake.
A promise kept.

And week after week, it compounds.

GPT-5.2 is not GPT-4.

GPT-5.2 is a power tool.

Most people use it like a butter knife.

5 prompting rules to get the real upgrade:

1. Purpose: Precision is the whole game

The old way:

You ask for A.  
It gives you A, B, C, and a poem about A.

That feels helpful.  
It also wastes time and muddies decisions.

The fix:

Tell it the finish line.

Use lines like:

Do exactly what I ask.  
No extras. No embellishments.  
If you add anything, you fail.

This works because models love to be “useful.”  
Useful often means “more.”  
More often means “worse.”

Precision beats enthusiasm.

2. Role: Keep it simple

The old way:

You stack roles like pancakes.

You are a CEO, therapist, lawyer, comedian, and Navy SEAL.  
Now write my email.

That creates a messy voice.  
It also creates conflicting goals.

The fix:

Pick one role.  
Make it plain.

You are a [expert].  
If something is unclear, opt for the simpler option.

This stops the model from role-playing itself into nonsense.

One role.  
One voice.  
One job.

3. Instructions: Skip the step-by-step

The old way:

You demand a 12-step plan.  
Then you get a 40-step plan.  
Then you get a lecture about the 40-step plan.

You asked for output.  
You got a tour.

The fix:

Tell it what “done” looks like.

Focus on the goal completion.  
I’ll consider it a success once we [target] for [audience].

Examples that work:

I’ll consider it a success once we have a 150-word LinkedIn post for founders.  
I’ll consider it a success once we have 10 subject lines for a cold email to CFOs.  
I’ll consider it a success once we have a one-page lesson plan for 10th graders.

This forces the model to aim at the landing.

Not the runway.

4. Manner: Be specific with lengths

The old way:

Make it short.  
Keep it brief.  
Be concise.

Those words mean nothing to a machine.  
They mean vibes.

The fix:

Use numbers.

3 to 6 sentences.  
Max 5 bullets.  
Exactly 120 words.  
One paragraph only.  
No headings.

Length is a constraint.  
Constraints create clean work.

Vague length creates rambling.

5. Effort: Turn on thinking mode

The old way:

You accept the first draft brain.

Fast.  
Confident.  
Sometimes wrong.

The fix:

Activate thinking mode.

Always activate Thinking mode.  
Extended thinking is even better for richer responses.

This matters most when the task has:

Tradeoffs  
Planning  
Math  
Strategy  
Tight constraints  
High stakes wording

Thinking mode does not make it magical.  
It makes it less lazy.

The real punchline:

People do not want better answers.

People want the feeling of being helped.

So they reward extra words.  
Extra words reward confusion.

GPT-5.2 wins when you stop chasing “helpful.”

And start demanding “exact.”

Do that, and you unlock the model you paid for.

Amazing to be a 10 year member at BNI Rendezvous -  in the number #1 region in the UK :)

🏆 Proud to be part of something extraordinary!

Huge congratulations to BNI Rendezvous and the entire London NW region for being the #1 performing region across BNI UK!

This outstanding achievement is a testament to the exceptional leadership of our Area Director Rishi Bhuptani (LION)™ Chip and Pin, BNI, our dedicated leadership teams, and every single member who embodies the spirit of Givers Gain.

A special shout-out to our fellow top performers: Essex West, Devon, Yorkshire West, and Hertfordshire North & East – your excellence raises the bar for us all.

What we've accomplished together reflects something deeper than numbers: it's the power of genuine collaboration, unwavering commitment, and a shared belief that success comes from giving first. When you focus on creating real value for others, extraordinary results follow.

This is what happens when a community truly lives its values.

Onwards and upwards! 🚀

#BNI #GiversGain #BNIRendezvous #LondonNW #Collaboration #BusinessNetworking

I’m inviting plumbers and heating engineers to a room.

It starts early.

And it pays off.

I used to think networking was just small talk.

Then I watched what happens when the right trades meet every week.

Real work gets passed.
Real trust gets built.
Real money changes hands.

That is why I back the BNI Startfast Meeting.

Over £1.5M in real business has been passed in 12 months.

Not leads.

Not likes.

Booked jobs.

This works because referrals in trades run on one thing.

Trust.

When people know you show up, do clean work, and fix problems fast, they put your name on the line.

And that is the shortcut most marketing never gives you.

Here is what you can expect in the room:

• Genuine referrals from people who actually know you  
• Like-minded pros who value standards and reliability  
• Trusted trades and new opportunities without chasing strangers  
• A full English breakfast on us

Here are the details:

When: Tuesdays, 6:30 to 9:00 AM  
Where: Golf Club, Pinner, with easy access from NW and Herts Dyke

This is not a pitch fest.

It is a weekly habit.

The kind that makes January strong, and keeps the diary full when everyone else goes quiet.

Drop a message for a seat.

I keep it simple.

Good people.
Good work.
More of the right jobs.

𝗠𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗸𝗻𝗼𝘄 𝗺𝗲 𝗮𝘀 𝘁𝗵𝗲 𝗖𝗼-𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗦𝗪𝗦 𝗚𝗿𝗼𝘂𝗽, 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲'𝘃𝗲 𝘄𝗼𝗿𝗸𝗲𝗱 𝘄𝗶𝘁𝗵 𝗼𝘃𝗲𝗿 𝟭,𝟬𝟬𝟬 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗽𝗮𝘀𝘁 𝟭𝟮+ 𝘆𝗲𝗮𝗿𝘀.

That's true... but it's not the full picture.

𝗜 𝘁𝗵𝗶𝗻𝗸 𝗮𝗻𝗱 𝗼𝗽𝗲𝗿𝗮𝘁𝗲 𝗮𝘀:
• A lead generation strategist
• An AI automation specialist
• Someone focused on predictable growth, not quick fixes

𝗢𝘃𝗲𝗿 𝘁𝗵𝗲 𝘆𝗲𝗮𝗿𝘀, 𝗜'𝘃𝗲 𝘀𝗲𝗲𝗻 𝘁𝗼𝗼 𝗺𝗮𝗻𝘆 𝗹𝗼𝗰𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀:

– Spend thousands on marketing that doesn't convert
– Experience feast or famine with their lead flow
– Miss opportunities because they can't track what's working
– Feel overwhelmed by technology they don't understand

𝗧𝗵𝗶𝘀 𝗽𝗮𝗴𝗲 𝗶𝘀 𝘄𝗵𝗲𝗿𝗲 𝗜 𝘀𝗵𝗮𝗿𝗲:
• Systems that generate consistent inbound leads
• Real results (like tracking £11M in pipeline over 24 months for a Hospitality client using our call tracking and CRM integration)
• Practical AI automation and reputation marketing strategies for local businesses

I'm not here to sell shortcuts.
I'm here to talk about building proper systems that work.

𝗜𝗳 𝘆𝗼𝘂'𝗿𝗲 𝗮 𝗹𝗼𝗰𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘄𝗻𝗲𝗿 𝘁𝗶𝗿𝗲𝗱 𝗼𝗳 𝗶𝗻𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗮𝗻𝗱 𝗿𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲 𝗹𝗲𝗮𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻, 𝗵𝗶𝘁 𝗳𝗼𝗹𝗹𝗼𝘄.

You'll get actionable strategies, real data from the field, and systems you can actually implement to grow your business consistently.

Liberty without discipline is chaos.
Discipline without liberty is tyranny.

India grasped this truth 77 years ago.

And it changed everything.

Liberty and discipline. Two forces that seem opposite but work together to create something extraordinary.

In 1950, India chose democracy. Not because it was easy, but because it was right. The Constitution gave us freedom, but also responsibility.

I see this balance every day in business:

• Freedom to innovate, discipline to execute
• Liberty to dream big, structure to deliver results
• Independence to choose our path, accountability to our clients

As entrepreneurs and business leaders, we're building our own republics. Not with constitutions, but with values. Not with laws, but with trust.

India's journey from 1947 to today wasn't built on grand gestures alone. It was built on millions of people showing up, doing the work, and believing in something bigger than themselves.

Every decision I make comes back to this balance.

Whether you're building a business, serving clients, or leading a team, remember this: true freedom comes with responsibility. Real success comes from discipline.

Happy Republic Day to everyone celebrating today.

To freedom with responsibility.
To dreams with discipline.

Jai Hind.

Stop embarrassing yourself with outdated tools.

2025 tools made you work.

2026 tools work for you.

Here are the 8 tools I actually use in 2026:

1) Wispr.ai → replaced my keyboard

I talk. It types.

And it keeps training on my edits.

This is the first time “typing” feels like cheating.

Use it for:
- Emails you keep delaying
- Long docs you keep avoiding
- Fast replies that still sound like you

The habit:
Speak rough. Edit once. Let it learn your voice.

My typing speed went from 80 WPM to 200+.

2) Gamma.app → replaced PowerPoint

The best PowerPoint killer. Period.

It turns prompts into:
- Slides
- Carousels
- One-page sites

The real win is structure.

It stops the blank-slide spiral.

Use it for:
- Client decks
- Internal updates
- Landing pages for ideas

The habit:
Write the outline first. Prompt second. Polish last.

3) Claude.ai → replaced ChatGPT

Better at writing. Better at reasoning.

And it does not sound like a robot wrote it.

It feels like a calm editor that can think.

Use it for:
- First drafts that do not suck
- Rewrites that keep your tone
- Strategy docs that need logic

The habit:
Give it your messy notes. Ask for a clean version. Then tighten.

4) Grok.com → replaced Google

Real-time answers with X search.

No 10 blue links.

I ask questions and get answers.

It shines when things change fast.

Use it for:
- Breaking news in your niche
- Market chatter
- What people actually think right now

The habit:
Search the live signal first. Verify after.

5) gemini.google.com → replaced Ideogram

Image generation that actually edit well.

No more “close enough” results.

The difference is iteration.

You can steer it without starting over.

Use it for:
- Thumbnails
- Ad creatives
- Simple brand visuals

The habit:
Generate. Edit. Lock a style. Reuse the recipe.

6) Notebooklm.google.com → replaced G Scholar

Upload your source. Ask anything.

It is like having your own personal chatbot.

The key is it stays grounded in your files.

Use it for:
- Research summaries
- Meeting prep
- Turning PDFs into notes you can use

The habit:
Feed it 5 great sources. Stop reading 50 mediocre ones.

7) Opus.pro → replaced Adobe Premiere

Upload a YouTube link → get 20 short videos.

What took 4 hours now takes 4 minutes.

It finds the hooks for you.

Then you tweak.

Use it for:
- Repurposing long videos
- Testing content angles
- Building a posting cadence

The habit:
Record once. Ship many. Improve weekly.

8) Granola.ai → replaced Otter

Meeting notes that actually make sense.

And does NOT connect to your call like an agent.

It captures the point, not the noise.

Use it for:
- Client calls
- Team syncs
- Any meeting where decisions matter

The habit:
End every meeting with 3 lines.
Decision. Owner. Deadline.

2025 tools made you work.

2026 tools work for you.

Save this.

Try one tool this week.

Thank me later.

You want to help your network.
♻️ Repost this so they can find the best AI.

Follow me Nishit Kotak for more like this.

Spot on, Lisa.

Marketing gets reduced to “social media and pretty visuals” far too often, but that’s like saying engineering is just “building things.”

It’s the full ecosystem: psychology of perception, strategic positioning, cross-channel reputation management, behavioural economics, relentless testing, and proving ROI that actually moves the needle.

When done right, it’s the invisible force shaping every touchpoint and decision in the business.

Thanks for calling it out—marketing is a profession that demands depth, not just aesthetics. Well articulated. 🙌

Marketing Leader | Visionary & Data-Driven Strategist | Driving Continuous Improvement & Brand Success

Marketing is one of those professions some people think they understand, without ever asking.

You know the assumptions:
Social media. Advertising. Making things look pretty.

Marketing includes those things, sure. But it is so much more than that.

It’s brand. Reputation. The feeling a company leaves behind when it’s thought of.
It’s culture, behaviour and experience.
It’s product, positioning, demand and staying competitive. 
It’s PR and communications. It’s digital and offline.
It’s psychology.
It’s strategic. It’s testing and learning. It’s proving a return on investment.

Marketing touches almost every part of an organisation.
It’s a profession. A skill. An expertise. It’s complex.
It’s a science and an art, driving tangible results.

And it’s a long way from “just making things look pretty”.

#MarketingLeadership #MarketingExcellence #BrandExperience

Google processes 13.7 billion searches every single day.

That's 5 trillion searches per year.

Yet 58% of those searches never leave Google.

Zero clicks to your website. Zero traffic to your content. Zero chance to convert.

Things have changed:

→ Google still owns 90.82% market share
→ 71% of searches happen on mobile
→ ChatGPT is now the #1 searched term globally (768M monthly searches)
→ US publisher traffic down 38% in 2 years

And that ChatGPT stat? It's not just interesting. It tells you exactly where user behaviour is heading. People aren't just searching anymore. They're asking AI directly.

What this means for your business:

Traditional SEO isn't dead, but it's evolving fast.

You need to optimise for:

1. Featured snippets (capture the zero-click traffic)
2. Mobile-first experience (3 in 4 users are on phones)
3. AI search visibility (ChatGPT, Gemini, Perplexity)
4. Direct answer formats (Google wants to keep users)

The smart businesses aren't just ranking. They're appearing in AI overviews. They're dominating featured snippets. They're building direct relationships beyond search.

Search isn't disappearing. It's just changing who gets seen.

↻ Repost this to help your network understand the shift.

→ Follow Nishit Kotak for more insights like this.

I’ve been in this industry for more than a decade.

And I can spot an invisible business fast.

Most owners cannot.  

They think they have a marketing problem.

They usually have a Google problem.

I learned this the hard way.

I used to sit in calls with smart founders.

Great service.
Great people.
Great reviews.

And still, no leads.

They blamed the economy.

They blamed ads.

They blamed social media.

Then I would do one simple thing.

I would Google them.

Not their brand name.

What customers actually type.

Like:

“plumber near me”
“best dentist in”
“accountant for small business”
“emergency electrician”

And the truth would show up in 10 seconds.

They were not losing to better businesses.

They were losing to businesses that were easier to find.

Invisible businesses follow the same pattern.

→ They rank for their name, not their service.

So only people who already know them can find them.

→ Their Google Business Profile is half-done.

Wrong category.
No real photos.
No posts.
No steady reviews.

Google has nothing to trust.

→ Their website says nice things.

But it does not match search intent.

It talks about “quality” and “care.”

It does not answer the exact problem
a buyer wants solved today.

→ Their pages are thin.

One page for ten services.

No clear locations.
No clear proof.
No clear next step.

→ Their basics are broken.

Slow site.
No mobile polish.
No clear titles.
No clear headings.

Small stuff.

Big cost.

Here is the part most people miss.

Google is not a billboard.

Google is a trust engine.

It rewards clarity.

It rewards consistency.

It rewards proof.

That is why I know when a business is invisible.

And I know why.

I have seen the same movie for a decade.

The fix is not magic.

It is focus.

Pick the searches that matter.

Build pages that match them.

Make your Google profile look alive.

Collect reviews like it is part of the job.

Show real work.

Say what you do in plain words.

Make it easy for Google to understand you.

And easy for a buyer to choose you.

My takeaway after more than ten years.

Most businesses do not need to be better.

They need to be findable.

That is where I come in.

I know my way around Google.

And I know how I can help.

Most plumbers I know are booked solid in winter.

Then March hits and the phone goes quiet.

Unless you've built something that keeps working when the weather warms up.

I've spent 10 years watching local trades grow, and the ones who never worry about quiet months all do one thing differently.

They show up where trust gets built.

Not online. In person.

Every Tuesday at 6:30 AM, a group of trades meets at Grims Dyke Golf Club in Pinner.

It's early. It's consistent. And it works.

Real referrals get passed between people who know each other's work.

Not leads you have to chase. Booked jobs from trusted sources.

If you're a plumber or heating engineer who values reputation over cold calls, this might be worth your Tuesday morning.

What you get:

- Weekly referrals from professionals who stake their name on yours
- A room full of reliable trades who understand standards
- New opportunities without the hard sell
- Full English breakfast included

Tuesdays, 6:30-9:00 AM
Grims Dyke Golf Club, Pinner
Easy access from NW London and Herts

This isn't a networking event where everyone pitches.

It's a weekly habit that keeps your diary full when everyone else is scrambling.

Drop me a message if you want a seat.

ChatGPT ads will change everything.

The window will be tiny.

The upside will be huge.

I have seen this pattern before.

Google in 2003.
Facebook in 2007.

Both times, there was a short season where attention was cheap.

Pennies for clicks.
Pennies for reach.
Pennies for growth.

Early movers built empires.

Most people watched.
I watched too.

And I paid for it later.

Here is the part most people miss about new ad platforms:

Big companies move slow.

They need time to:
- Get legal approval
- Get brand approval
- Pick an agency
- Build a plan
- Produce creative
- Set tracking
- Run tests
- Hold meetings about the tests
- Then finally scale

That takes months.

So the first wave is always the same.

A massive audience.
Almost no serious competition.
Prices that feel broken.

Then the second wave hits.

The corporates arrive.
Budgets flood in.
Costs explode.

This is not a theory.

This is the cycle.

And now it is coming to ChatGPT.

ChatGPT already has nearly a billion users weekly.

That means the demand is already there.

When ads launch, the supply of attention will be wide open.

For a short time.

Maybe 12 months.

Then it closes.

Because once the big brands show up, they do not tiptoe.

They buy the whole room.

This is why the Sam Altman announcement matters.

Not because ads are exciting.

Because ads create a land grab.

The first people in get three unfair advantages:

1. Cheap learning
↳ You get data fast.
↳ You learn what works while it is still affordable.

2. Cheap distribution
↳ You reach millions before the auction gets crowded.
↳ You build a pipeline before others even start.

3. Cheap trust
↳ You become the familiar name.
↳ You look bigger than you are because you show up everywhere first.

Most people will wait.

They will wait for:
- Case studies
- Best practices
- Conferences
- Threads
- Gurus to tell them it is real

Waiting feels safe.

Waiting is expensive.

Because the price you pay later is not 2x.

It is 10x.

So I am not sitting this one out.

I am doing the only move that matters before the ads go live.

I am getting ready.

That means:

- I am tightening my offer
- I am sharpening my promise
- I am building a simple funnel that converts
- I am preparing creative that can be tested fast
- I am setting tracking so I can scale with confidence
- I am clearing my calendar so I can move the day the window opens

This is the decade’s simplest advantage.

Speed.

Not hype.
Not luck.
Not secret tactics.

Speed with a real offer.

These opportunities do not come back.

The market never rewinds.
The auction never gets cheaper again.

The winners are not the smartest.

They are the first serious movers.

Do not be most people.

Be early.
Be ready.
Be relentless.

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