Nobody ever told them how good it could be to wear a suit that fit.
01A lead generation agency
02A software company
03A sales training programme
04Coaching founders on selling
05Coaching founders on how they think
I’m 30, I live in London, and this is my fifth business since 2020.
Even though they were successful (some more than others), I found myself making the same mistake in my last two businesses: both could only scale if I put in more work.
Before any of that, I cut my teeth selling suits. First at Burton Menswear in Staines-upon-Thames, aged sixteen, and then at Thomas Pink.
Most men came into Burton looking for a wedding suit or a prom suit. Most of them had no desire to be in a suit, but they knew they needed one. They wanted to look their best, but they got bad advice, or followed what they thought was right. They felt stuffed into something they never wanted to wear.
Nobody ever told them how good it could be to wear a suit that fit. So I told them, and I showed them, so they could take the suit home and feel the way a man should in a suit.
That’s still my job. It’s just fitting a man for something slightly different now.
Burton, StainesThomas Pink
The Fitting
My hours, every month, in your inbox the day they’re published.
Of course it doesn’t fit you. Your business was never cut for the man running it.
Founders come to me when the business they built now owns them. Every decision comes back to their desk, the number has stopped moving, and there’s nobody they can work it through with.
Everything they see online says the same thing: just grow more. So they do. They grow, and it gets worse, because they scaled something that wasn’t fit for purpose.
How do we fit the business to you?
Three phases, nine steps, each one opening once the one before it has held. Tap a phase to see what’s in it.
OutGet out of the hole, and build the ability to stay out.
This phase gets you out of the hole, and builds the ability to stay out of it. Most founders have tried to delegate before. It came back because the decisions never left. This phase fixes that in order, with evidence at every step.
01
Evidence
Where your week actually goes, in writing, and what genuinely needs you. A tracker counts your hours, you sort them into four seats, and you get your Employee Share: the part of your week someone else could do.
02
Handover
Three things off your plate that stay off it, with the decisions as well as the tasks. A short sprint, ending in one full evening off with no dread attached.
03
Space
Proof the business survives without you, by actually going away. First one day, then a full week, with your team given the authority to decide while you’re gone.
WhoNow there’s room to breathe, deal with what’s in the room.
You didn’t end up here because your systems weren’t good enough. You ran the business the way you did because of what you believe about work, money and yourself. That work is impossible while you’re drowning. Once the first phase has given you room, the time exists. So does the risk of filling it with a new fire.
04
Enough
What you’re actually aiming at, so arriving somewhere finally counts. A figure, a date, and what it actually buys, worked back from the life you want.
05
Self
Whose voice has been running the business, and why it sounds the way it does. You trace where your rules came from, and what your sense of self is tied to.
06
Repair
Getting your word back, with yourself and with the people it was meant for. Closing the gap between what you say you’ll do and what you do, at work and at home.
WhereThe business doesn’t need you inside it. So what do you want next?
By now the business doesn’t need you inside it, so the question changes. Until now the answer to “what next” was always more money. That’s solved. From here, every new thing is priced in your hours before you commit to it.
07
Direction
Choosing the next thing on purpose, and pricing what it will cost you. Where you are, what’s changed in you, and what you’re pointing at next.
08
Build
Making the first move with your real workload in mind. The work goes in stages, and the next one only starts once the last one held.
09
Hold
Staying on your feet while you do it, in the dips and at the peaks. A plan for the bad run and the good run, written before either arrives.
For anyone who feels stuck with a life they don’t remember choosing.
Choice Psychology is how I think about the decisions people make, and why they keep making the same ones. Founder or not, it applies to you.
The book walks through the lies that keep people in the feeling of having no choice, and how to make the next choice on purpose. It’s out now in paperback and on Kindle.
Message me GET MEASURED on Instagram. I’ll send you twelve questions. You see your own number straight away, and I read your answers myself and write back within a day.
