What if the smartest marketing strategy was telling people not to buy your product?

In this episode, Dani and Si explore the fascinating world of demarketing, the counterintuitive strategy where brands deliberately encourage customers to buy less, consume less, or even walk away altogether.

From Patagonia's iconic "Don't Buy This Jacket" campaign to IKEA's repair initiatives, Lush stepping away from social media, and Oatly's brilliantly awkward advertising, they unpack why some of the world's most recognisable brands have discovered that saying "no" can be far more powerful than shouting "buy now."

Along the way, they explore where demarketing began, how it evolved from a tool for managing shortages into a modern branding strategy, and why today's consumers are increasingly drawn to honesty, transparency, and businesses that genuinely practise what they preach.

Of course, not every "buy less" message is created equal. Dani and Si also dig into the difference between authentic values-led marketing and greenwashing, asking how consumers can spot when a campaign is driven by purpose rather than clever PR.

Whether you're a business owner, marketer, or simply curious about why some brands seem to grow by selling less, this episode will change the way you look at modern marketing.

Grab a brew and join the conversation.

About Simon and Danielle:

Simon and Danielle are both business owners, based in the East Midlands, who met through mutual business contacts and who share a love of all things business.

Simon runs Skylight Media – Award-winning experts in Website Design, E-commerce & Marketing running since 2003.

Danielle runs Goldspun Support – a multi-faceted support service for fractional directors and small business owners across the globe, running since 2009.

Since they first met Simon and Danielle have spent a ridiculous amount of time talking about the subjects that interest them – usually over a drink in the pub – and they decided that now was the time to bring these conversations to a wider audience and invite them to join the chat.

Both Simon and Danielle are successful business owners in their own rights with big plans for the future but will never lose their love of talking all things business… and the pub.

What happens when one of the country's most trusted financial institutions stops living up to its name?

In this episode, Dani and Si unpack the extraordinary rise and dramatic collapse of Equitable Life, once regarded as one of the safest and most respected pension providers in the UK. Built on centuries of trust and pioneering financial thinking, it became the centre of one of Britain's biggest pension scandals.

Together, they explore how guaranteed annuity rates, changing economic conditions, and years of poor decision-making created a financial time bomb that left more than a million policyholders paying the price. As the cracks widened, bonuses continued to be paid, new policies were sold, and questions grew over whether the business had become dangerously dependent on money from new members.

The conversation follows the devastating impact on ordinary savers, many of whom saw their retirement plans shattered after doing everything they believed was financially responsible. Dani and Si also examine the failures of regulators, management, and government, alongside the remarkable determination of campaigners who spent years fighting for justice.

This isn't just a story about pensions. It's a conversation about trust, accountability, and what happens when the institutions we're told to rely on fail the people they're meant to protect.

Grab a brew and join the conversation.

About Simon and Danielle:

Simon and Danielle are both business owners, based in the East Midlands, who met through mutual business contacts and who share a love of all things business.

Simon runs Skylight Media – Award-winning experts in Website Design, E-commerce & Marketing running since 2003.

Danielle runs Goldspun Support – a multi-faceted support service for fractional directors and small business owners across the globe, running since 2009.

Since they first met Simon and Danielle have spent a ridiculous amount of time talking about the subjects that interest them – usually over a drink in the pub – and they decided that now was the time to bring these conversations to a wider audience and invite them to join the chat.

Both Simon and Danielle are successful business owners in their own rights with big plans for the future but will never lose their love of talking all things business… and the pub.

Is Britain calling last orders on one of its most iconic institutions?

In this episode, Danni and Si pull up a chair and explore the story behind the British pub crisis. From Roman taverns and medieval ale houses to Victorian gin palaces and modern locals, they trace how pubs became far more than places to grab a drink. They became the heart of communities, friendships, celebrations, and everyday life.

But why are so many disappearing?

Danni and Si unpack the complex mix of rising business rates, soaring energy costs, alcohol duty, supermarket competition, changing drinking habits, and shifting attitudes towards alcohol that have left thousands of pubs struggling to survive.

The conversation also looks at the innovative ways the industry is fighting back. From micro pubs and brewery tap rooms to community-owned venues, new models are emerging that put connection and local identity back at the centre of the experience.

Along the way, they discuss the role of chains like Wetherspoons, the balance between affordability and authenticity, and what happens to communities when their social spaces disappear.

Funny, nostalgic, and surprisingly thought-provoking, this episode asks a simple question: when a pub closes, what are we really losing?

Grab a brew and join the conversation.

About Simon and Danielle:

Simon and Danielle are both business owners, based in the East Midlands, who met through mutual business contacts and who share a love of all things business.

Simon runs Skylight Media – Award-winning experts in Website Design, E-commerce & Marketing running since 2003.

Danielle runs Goldspun Support – a multi-faceted support service for fractional directors and small business owners across the globe, running since 2009.

Since they first met Simon and Danielle have spent a ridiculous amount of time talking about the subjects that interest them – usually over a drink in the pub – and they decided that now was the time to bring these conversations to a wider audience and invite them to join the chat.

Both Simon and Danielle are successful business owners in their own rights with big plans for the future but will never lose their love of talking all things business… and the pub.