Entrepreneurial Thinking and Building Your Customer Journey with Peita Diamantidis [Ep38]

Updated: Jul 7, 2020

Welcome to episode 38 of The Innovating Advice Show. 

I’m joined by Peita Diamantidis, a self-described new form of ‘geek’ hybrid — a maths and finance nerd with a passion for communicating that has her on a mission to empower the public to take charge of their finances.

In this episode, we get to enjoy Peita’s sense of humor and 20 years of experience in financial services as she shares what it means to transform human hamsters into action heroes.

We also discuss entrepreneurial thinking for advisors and why the industry hasn’t had to be entrepreneurial. She also shares a creative way to discover and narrow your niche, perhaps comically so, and how to build your customer journey.


  1. Peita’s LinkedIn

  2. Podcast: In Search of Adventure

  3. Caboodle’s website

  4. Book: Building a StoryBrand: Clarify Your Message So Customers Will Listen

Guest Bio

Peita Diamantidis is a new form of ‘geek’ hybrid – maths and finance nerdiness combined with a passion for communicating that has her on a mission to empower the public to take charge of their finances.

With 20 years in the financial services industry, Peita has worked with international conglomerates right through to young couples looking to buy their first home and no matter the size of the financial transaction has been most valued for her ability to take complex financial situations and break them down to their fundamentals. Her translations make the financial world both easy to understand and easy to relate to, therefore ensuring her clients have the tools and information they need to make key financial decisions, along with the confidence to handle any hiccups that may occur along the way.

With a background in Actuarial Studies (financial mathematicians that make accountants look hip and groovy) Peita brings a deep understanding of the fundamentals of money and finance. That understanding, together with her years of experience witnessing complex financial transactions that very rarely led to great outcomes, has brought her to the realisation that in money, just like in life, the simplest approaches yield the best results.

With a quirky sense of humour and a deep and abiding love of movies, Peita is in the unique position of being able to use humour and storytelling to communicate the best way to approach an individual’s finances. 


00:43 – Introducing Peita Diamantidis 

02:22 – Why inaction is one of the biggest problems

06:20 – The importance of entrepreneurial thinking for financial services

08:20 – The problem with making finances about us

10:30 – How to embrace your own entrepreneurial thinking: what’s the next problem I can solve? 

13:45 – What you should ask yourself first

15:25 – Understanding your client

17:05 – Figuring out your niche

23:05 – Why communication lays in storytelling

25:32 – Designing a customer journey

29:36 – Be curious: look outside your industry for learning

33:50 – What’s the best gift you can give?

35:20 – Why cash flow is king

36:50 – The problem with earning a good salary

41:02 – What to do before automating your process