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The Next 100 Days PodcastTake your business to the next level Author: Kevin Appleby & Graham Arrowsmith
The Next 100 Days Podcast is a leading UK business show. Through this podcast, Kevin and Graham reveal strategies you can use to improve your business and take it to the next level. In addition to featuring their own advice, Kevin and Graham host amazing guests from across the business world. Often the guests are successful, but lesser-known business owners and entrepreneurs, enabling the show to bring fresh content and stand out from many of the US based business shows. Graham and Kevin believe that business change comes about when a business owner focusses on just one thing that will make a real difference to his business. That might be product development, a new product launch or a marketing campaign. Focussing for less than 100 days, or focussing on too many things generally won't deliver the results you need, Equally, its difficult to maintain effective focus for much longer than 100 days without re-assessing priorities. The Next 100 Days Podcast is your source to learn how to move your business forward, with practical advice and guidance that you can put into action and make a difference in your own organisation within the next 100 days. Language: en Genres: Business, Investing, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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#503 - Hugh Massie - DNA Behavior
Episode 503
Thursday, 27 November, 2025
DNA Behavior CEO Hugh Massie joins The Next 100 Days podcast to talk about how he is set to transform the way behavioural data can transform financial and sales performance.Summary of PodcastIntroductions and banterGraham and Kevin welcome Hugh Massie, the founder of DNA Behavior, to the podcast. They engage in some lighthearted banter about Hugh's Australian background and his business name spelling.Overview of DNA Behavior's approachHugh explains the core of DNA Behavior's psychometric system. He measures 8 primary traits and 24 sub-traits to build a comprehensive profile of an individual's natural tendencies. He emphasises the importance of understanding people's instinctive behaviours under pressure, not just their learned social behaviours.Applying DNA to teams and organisationsThe group discusses how DNA Behavior's insights can be used to understand the dynamics of teams and organizations, drawing parallels to the characters in the TV show "The Office". Hugh explains how the system helps identify strengths, weaknesses, and potential conflicts within a group.Concerns about privacy and trust Graham expresses concerns about whether people will be willing to surrender the "deeper" aspects of their personality? Hugh addresses this by explaining the importance of psychological safety and how the system is designed to build trust and transparency.Quantifying the business impactHugh outlines how his approach can directly impact a company's financial performance and valuation. This is by helping leaders make better decisions around innovation, cost management, and other key business drivers. He cites data showing a 23% average revenue growth for customers.Potential applications beyond the workplaceThe group explores how his profiling capabilities could be applied to other domains, such as investor screening and selection. Hugh explains how the digital scanning technology allows for profiling large groups of people at scale.Wrap-up and reflectionsGraham and Kevin reflect on the insightful and engaging nature of the conversation, noting the unique capabilities of DNA Behavior's approach. They express interest in further exploring the system and its potential applications. The Next 100 Days Podcast Co-HostsGraham ArrowsmithGraham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.Kevin ApplebyKevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at
