In this episode, Bryony Thomas, creator of the Watertight Marketing methodology and author of the bestselling book of the same name, joins us to talk about building sustainable, profitable marketing systems that actually convert.

We cover:

• Bryony’s journey from agency life and Microsoft accounts to founding her own business and creating Watertight Marketing
• The bucket, funnels, and taps analogy, and why you must build your customer journey backwards
• The 13 touchpoint leaks and how to use them to diagnose where your sales are slipping away
• Why “functional is a milestone on route to world class” and how to escape perfectionism so you can ship and learn
• The power of not forgetting existing customers – from surfacing “hidden” value on invoices to properly showcasing the goodwill you give away
• Why consistency beats “big bang” campaigns, and how little-and-often marketing compounds over time
• The surprising effectiveness of physical marketing (direct mail, lumpy mail, merch) in an AI-saturated, digital-first world
• How to outthink – not outspend – bigger competitors
• Bryony’s personal journey as a pancreatic cancer survivor, what it taught her about stamina and discipline, and how those lessons translate directly into marketing and business building
• A preview of her new book, “101 Ways Customers Are Like Cats”, and what cats can teach us about client behaviour and customer journeys

If you’re a founder, leader, or marketer trying to make your marketing pay its way – especially with limited resources – this conversation is packed with practical ideas, memorable analogies and hard-won lessons you can apply straight away.