In this sixty-first episode of My Kind of Business, Alex is joined by Si Elliott, a strategic marketing and customer experience leader who has spent over twenty years helping brands build deeper, more meaningful connections, and whose career began less with a master plan and more with a series of happy accidents.

Si's journey started with a childhood entrepreneurial streak and a business degree he took without any real idea of where it would lead. It was almost by accident that he found his way into marketing and agency life, working up from student to managing director, and learning to lead long before he felt ready to call himself a leader.

Today he co-owns creative agency Diversity and is the founder of customer experience consultancy Fabricx, where he combines behavioural science with practical strategy to design experiences that genuinely resonate. He is also an award-winning guest lecturer at Nottingham Trent University, the University of Nottingham and the Communication University of China, and has just published his first book, Customer Experience Thinking.

Through years of organic growth, honest self-doubt and a deep belief in putting people first, Si has built a way of working that proves business can be both successful and genuinely human.

In this episode Alex and Si explore:

• Si's childhood entrepreneurial spirit and his accidental route into marketing
• Going from student to managing director, and growing into leadership
• Navigating imposter syndrome and building confidence over time
• Why environment, team culture and trusted relationships matter so much
• Choosing organic growth over aggressive scaling
• Founding Fabricx and bringing behavioural science into client work
• How behavioural biases shape real marketing and customer decisions
• Balancing multiple ventures and keeping variety in his work
• The future of AI and automation, and why human connection still wins

Key Highlights

• How a non-linear, accident-driven career can still lead somewhere brilliant
• Why self-belief and the right environment are the foundations of good leadership
• What behavioural science reveals about trust, loyalty and decision making
• How to grow a business organically without losing its human heart
• Why, in a world obsessed with clicks and conversions, the human experience is what really counts

Featured Resource

🗓️ Join Alex for the Mid-Year Business Reset, a free, live workshop on Tuesday 30th June at 10am to help you take stock, get clear on your business and finish the year strong. 👉 Book your spot here: https://alexmccarthycoaching.as.me/themidyearbusinessreset

Connect with Si

https://www.linkedin.com/in/si-elliott/ www.sielliott.com https://www.instagram.com/si.elliott

Customer Experience Thinking out now: https://mybook.to/CXThinkin

Connect with Alex

alexmccarthycoaching.com

instagram.com/alexmccarthycoaching