What if the secret to scaling your business isn't working harder —
but building a brand so distinctive that customers can't help but
remember you? In this episode of The Grown Up Business Podcast,
Paul Avins is joined by James Goolnik — award-winning biological
dentist, entrepreneur, and founder of Optimal Dental Health. James
shares his remarkable journey from building Bo Dental, a
seven-figure practice with purple chairs and a 12,000-strong
newsletter, to selling it for a significant exit — and then
starting all over again, scaling from zero to £1 million in just 13
months. Together, Paul and James unpack the power of branding, the
importance of standing out in a crowded market, and why consistency
beats complexity every time. James reveals how he built a
newsletter subscriber list of 4,000 people in his first year, why
bleeding gums are a serious warning sign most people ignore, and
how simple daily habits like tongue scraping can transform your
health. He also shares the reality of working for someone else
after selling your business, why most exits fail if you stay longer
than a year, and how he used vision boards to sell his house at the
exact price he wanted. This episode is essential listening for
founders and CEOs who want to build a business that scales beyond
them, create a brand that commands attention, and understand what
it really takes to exit successfully — and start again. Key
Takeaways Why standing out with bold branding decisions can
transform your business and attract your tribe How James built a
newsletter list of 4,000 subscribers in 12 months — and why this is
critical for any business The power of recurring revenue and
digital footprint in making your business attractive to buyers Why
bleeding gums are not normal — and what your mouth reveals about
your overall health The simple daily habits that can improve your
taste, lower your blood pressure, and boost your energy What
biological dentistry is — and why it's the future of holistic oral
health How AI and live saliva diagnostics are revolutionizing
patient engagement and behavior change The reality of working for
someone else after selling your business — and why one year is the
limit How to scale from zero to £1 million in 13 months:
consistency, focus, and community The power of vision boards and
manifestation — how James sold his house at his exact target price
About the Guest James Goolnik is an award-winning biological
dentist, entrepreneur, and founder of Optimal Dental Health. He is
a former President of the British Academy of Cosmetic Dentistry and
one of only four accredited biological dentists in the UK. James is
the author of two books: Brush: A Powerful Strategy to Make You and
Your Dental Business Shine and Kick Sugar, a beautifully
illustrated guide to waking your taste buds and boosting your
health. James specializes in helping people understand the
connection between oral health and overall physical health, using
evidence-based, holistic approaches to dentistry. Next Steps Apply
it now Start your day by scraping your tongue three times — once in
the middle, once on the left, once on the right. Notice the
difference in taste and energy within 48 hours. Learn more about
Optimal Dental Health Visit James's practice and discover how
biological dentistry can transform your health. Connect with James
on LinkedIn to follow his journey and insights. Scale with Paul If
this episode resonated, Paul's work focuses on helping founders
step out of the day-to-day and scale with structure and confidence.
Book a call with Paul: https://www.paulavins.com/book-a-call
Subscribe to the Scale-Up Newsletter:
https://www.paulavins.com/newsletter-opt-in About Paul Avins Paul
Avins is a scale-up business coach and founder of the Grown-Up
Business framework. He works with founders and CEOs to help them
move from operator to scale-up leader — building businesses that
grow sustainably, scale beyond the founder, and create real
enterprise value. Paul's work focuses on disciplined leadership,
high-performing teams, and systems that replace chaos with clarity.
Level Up. Team Up. Scale Up. Fire Up.
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