Cutting Through the Chaos: Emma Easton on Unbolloxing Business

When I sat down with Emma Easton, founder of Business Bollox, for the latest episode of #LincsLivesNatters, I expected plenty of straight-talking advice and a healthy dose of humour and Emma certainly delivered. Known for her ability to cut through jargon and help small business owners focus on what really matters, she’s built a reputation as the “Chief Bolloxologist” of the business world.

Emma’s journey from graphic designer to entrepreneur is as unconventional as her branding. From helping businesses adapt during the pandemic to her current work simplifying marketing and strategy, Emma’s story is packed with insights, humour, and plenty of real-world wisdom.

From Design to Business Bollox

Emma’s career began in design, but it was her experiences working across industries that shaped her approach to business. “I’ve been around the block,” she said, reflecting on her various roles.

However, it was her stint as “Head of Amazing” that sparked the idea for her bold branding. “It was one of those titles that got people talking,” Emma explained. “People would ask, ‘What does that mean?’ and it became a fantastic way to start conversations.”

When she decided to launch her own consultancy, Emma wanted a name that would stand out. “Business Bollox came from the idea of cutting through the rubbish,” she said. “I wanted something memorable, something that reflected what I actually do, which is unbollocksing business for people.”

Her quirky titles didn’t stop there. She went on to trademark the title “Chief Bolloxologist,” which she says amused her trademark lawyer. “That was one of my proudest moments,” Emma joked.

From Gins to Growth

Emma’s decision to start Business Bollox wasn’t a long-term plan. Like many others, her career was upended by the pandemic. “I got made redundant two days into the first lockdown,” she shared. It was a challenging time, but Emma faced it with characteristic humour.

“After a few gins and a few weeks, it was right,” she recalled. “‘Come on, Emma, what are you doing? And how can you help or who can you help?’”

Her consultancy began with small projects, helping businesses adapt during the pandemic. Over time, it evolved into a service focused on cutting through complexity and helping entrepreneurs thrive.

“It’s not just about surviving,” she explained. “It’s about finding clarity and figuring out what actually works.”

Making Marketing Simple

One of Emma’s greatest strengths is her ability to demystify marketing. “People think marketing is this big, scary, academic subject,” she said. “It’s not.”

Emma is skilled at breaking down complicated concepts into something practical. For example, the traditional framework of “segmentation, targeting, and positioning” becomes “group, choose, and engage.”

“It’s really simple,” she explained. “You group your audience, choose who you want to focus on, and figure out how to engage with them. You don’t need a degree to understand that.”

This straightforward approach is a breath of fresh air for her clients, many of whom feel overwhelmed by industry jargon.

The Do-Something Philosophy

If there’s one thing Emma can’t stand, it’s inaction. “We all have great ideas, but they’re useless unless you do something with them,” she said.

Her “do-something-about-it” mantra is a cornerstone of her consultancy. Emma encourages her clients to stop overthinking and start taking action, whether that’s picking up the phone to get feedback or launching a small test project.

“People get stuck because they’re scared of failing,” she said. “But doing nothing is the real failure. Even if you mess up, at least you’re learning.”

Focus on Your Audience

For Emma, the foundation of any successful business is understanding your audience. “Everything starts with your audience,” she said. “Who are they? What do they need? What are their problems? When you understand that, the rest of the pieces fall into place.”

Emma also stressed the importance of listening. “Don’t go into conversations with an agenda,” she advised. “Sometimes the best insights come from just listening to what people are saying. It’s not about leading them to the answer you want, it’s about discovering what they actually need.”

A Lifelong Learner

Despite her extensive experience, Emma describes herself as a lifelong learner. She’s completed Mini MBAs in marketing and business strategy, as well as a startup funding course at Cambridge Judge Business School.

“I love learning,” she said. “But what I really enjoy is translating that knowledge into practical advice for my clients. It’s about taking these big, complicated ideas and making them accessible and useful.”

Redefining Success

Emma’s definition of success is refreshingly grounded. For her, it’s not about chasing endless growth or becoming the next big thing.

“Not every business wants to be the next unicorn,” she said. “And that’s okay. Success doesn’t have to mean scaling to a massive team or hitting some arbitrary revenue target. It can mean working smarter, serving your customers better, or just creating a business that fits your life.”

Her focus is on helping clients build sustainable businesses that align with their values and goals. “At the end of the day, it’s about building something that works for you,”.

Unbolloxing Business, One Client at a Time

Emma’s ability to cut through the noise and focus on what truly matters is what sets her apart. Whether she’s simplifying a marketing strategy, encouraging a client to take action, or helping them overcome self-doubt, her approach is practical, honest, and full of humour.

To hear more about Emma’s journey and her no-nonsense advice, check out the full episode here

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