ABOUT
I help founders build businesses that feel like home.
For ten years I've worked privately with writers, designers, consultants, and operators — the kind of people who'd rather build one excellent thing than ten mediocre ones.
THE STORY
I never planned to be a coach. I was a strategist at a London agency, burned out and quietly resenting the work I was making. In 2014, I left, moved to a small town on the Yorkshire coast, and started writing about what I'd actually learned about building a business that didn't eat you alive.
People started writing back. Then they started paying me to think with them. A decade later, I've coached over four hundred founders, published two books, and built a studio of one that earns more than the agency I left behind.
I still write every morning. I still answer my own email. And I still believe that the best businesses are quiet, profitable, and shaped entirely around the life their founder actually wants.
VALUES
Three things I won't compromise on.
Quality over quantity
I ship few things. Each one is built to last.
Honesty over hype
Real numbers, real frameworks, real trade-offs.
Calm over chaos
A business should give you life, not take it.
TIMELINE
A decade, briefly.
2014
Left a senior strategy role at a London agency to coach independently.
2017
First book published. 40,000 copies sold in the first year.
2020
Built Quiet Studio — a private community of 600 solo founders.
2023
Crossed $1M in lifetime revenue without ever hiring a team.
2026
400+ founders coached across 32 countries. Still answering my own email.