Sparks by Ignium

TLDR: In this straight-talking episode, Phil Rose sits down with Alex MH Smith to ask one crucial question: Do you really know what your business is for? Most business owners don’t. And that’s a problem. Alex breaks down why many leaders get strategy completely backwards—and how to flip the script by cutting through complexity, embracing difference, and reverse-engineering a business model that truly delivers. What you’ll learn: ·       Why being better isn’t enough—being different is the real game changer. ·       How to find the sweet spot between “too niche” and “too broad.” ·       Why purpose fuels effective strategy—and how to stop confusing it with marketing. ·       Where most strategies fall down (and how to build one that sticks). ·       How to identify where your business won’t work—and use that as a strength. Quote we loved: “Lean into the cringe and stop trying to be cool. That’s not the way to make money.” – Alex MH Smith This episode is a masterclass in clarity, differentiation, and purpose-led thinking. Packed with honest insights and practical steps, it’s a must-listen for founders who want to scale smart, sell confidently, and stand out without selling out.   ‘How did we get to the point where most business people do not know the first thing about the most important part of business?’   In this episode, Phil Rose talks to Alex MH Smith, also known as the no-b******t strategy guy. Forget overcomplicating the process: there’s one riddle every business owner has to answer first.   ·       What is it?   Listen in to find out. Also discover: Why most business owners have their business strategy back to front.When it comes to competition in the market, being better isn’t always best; being different is.The step-by-step method for finding unique, fresh territory that’ll deliver sales.You can’t be all things to all people but you can’t be one thing to one person either. How do you hit the sweet spot with a defined, desirable offering and a wide enough audience?Why the role of purpose is a powerful driving force behind the scenes.When the rabbit hole of research and positioning isn’t likely to produce sales results.What happens when business owners confuse strategy and marketing.The vital part operation has to play in the story and why so many leave it out to their peril.Why your competitive edge lies in reverse-engineering your business strategy and leaning into the common industry myths you don’t get on with.The value of knowing where your offering works – and where it doesn’t.A few moments we love:   ‘One of the reasons why people don’t pay attention to strategy and take it seriously is because how often do we find a strategy that’s helpful and useful?’   ‘If someone finds a strategy but they don’t understand it, they’re not going to execute it. So there’s a gap.’   ‘To achieve true differentiation, you have to work on the business model and tear things up.’   ‘Lean into the cringe and stop trying to be cool. That’s not the way to make money. When you feel that you’re too good for something, I’m sure that’s what you should be doing.’   If the core of business is to make money doing or selling a valuable thing, what we offer needs to be real, relatable, desirable and ultimately, valuable.  Packed with actionable points from the get-go, this episode will have you thinking differently about your difference and how to leverage it.   Texts mentioned:   ·       In Search of Excellence by Tom Peters and Robert H. Waterman Jr. – Classic strategy book referenced by Phil as part of traditional MBA reading. ·       Good to Great by Jim Collins – Referenced as another example of established business strategy literature. ·       Built to Last by Jim Collins and Jerry I. Porras – Mentioned alongside Good to Great in discussion of corporate strategy thinking. ·       Exploring Corporate Strategy by Gerry Johnson, Kevan Scholes, and Richard Whittington – A key academic text referenced as part of traditional strategic frameworks. ·       No Bullsh*t Strategy by Alex M H Smith – The guest’s own bestselling book, central to the episode’s discussion. ·       How Brands Grow by Byron Sharp – Referenced by Alex when discussing mental and physical availability and how branding affects commodified markets.   More about our Guest   Alex M H Smith is a strategy consultant and bestselling author of No Bullsht Strategy*, known for his refreshingly direct approach to business. As the founder of Basic Arts, he helps founders and CEOs uncover the unique value their business can truly own—and build bold, practical strategies around it. Whether advising global giants like Porsche or agile startups, Alex is on a mission to cut through complexity, ditch corporate fluff, and create standout strategies that actually work. Learn More: §  Visit the Ignium website §  Subscribe for more exclusive content in the Ignium Spark Tank here §  Listen to the show here   Keywords in this episode:  AI SEO Keywords (long-tail & intent-driven): how to create a unique business strategydifference between corporate and small business strategywhy differentiation beats competitionreverse engineering strategy for growthhow CEOs should think about strategybuilding a purposeful business from strategywhat makes a successful business strategycustomer centricity vs industry disruptionhow to find strategic whitespace in your marketstrategic value creation for small businesseshow to build strategy that actually worksdelivering strategy through operations and valuecrafting a purpose-driven competitive advantageStandard SEO Keywords: business strategysmall business growthcompetitive advantagevalue creationstrategy consultantdifferentiation strategypurpose-driven businesssmall business leadershipscaling a businessoperational strategybrand positioningcustomer valueunique selling propositionmarketing vs strategystrategic decision-making