Helping Founder-CEOs avoid strategic drift and stay aligned to their ‘why
Most founders don't fail from lack of opportunity. They fail from chasing the wrong ones, losing time, profit, and vision.
I offer strategic counsel for founders who want more profit and less dilution—realigning you to what matters most.
The problem
Strategic drift costs founder-led businesses over £250k-£500k per year in wasted time and capital.
Research shows 70-85% of DTC and founder-led businesses fail before year three—not from lack of opportunities, but from pursuing the wrong ones.
If you notice any of these symptoms, you’re drifting:
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Saying yes too often and margins keep shrinking
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Launching products that don’t make sense
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Feeling busy, but core progress unclear
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Mission and purpose diluted by distractions
The approach
Strategic counsel focused on one question: Does this serve why you exist?
I work with founders at critical decision points—not to execute, not to create strategy decks, but to keep you honest about what you're actually supposed to be building.
Before you chase the opportunity, I ask: Does this strengthen your core purpose, or are you just chasing revenue?
When you've drifted, I ask: What were you supposed to build, and what pulled you away?
At crossroads, I ask: Which path keeps you true to your reason for being?
This is strategic discipline, not traditional consulting.
The framework
The Founder Focus Framework prevents drift through systematic decision-making.
The Reason Check: Three questions before any major move
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Does this serve our reason for being?
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What are we saying no to if we say yes to this?
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Would our best customers recognise us after this?
Five-Step Process
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Diagnose current drift patterns
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Rank opportunities by strategic fit
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Evaluate opportunity costs clearly
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Execute and track initiatives closely
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Keep focus on core purpose
Result: Strategic decisions aligned with core purpose, not opportunistic pivots that dilute focus.
The outcomes
Measurable results across working with founder-led businesses, 2019-2025.
42%
Average CAC reduction
115%
Average inventory turn improvement
32%
Average founder time saved
245%
Average revenue growth with focus
What happens next
After you complete the free diagnostic, you'll receive your drift score and preliminary insights. If your score indicates strategic drift, you have three options:
Option 1: Fix it yourself
Use the frameworks and recommendations provided. If you have strong internal discipline, this might be enough.
Engagement models
Three ways to work together, based on where you are.
Founder Focus Session
£2.5k
Half-day intensive for founders facing a major decision. Run your decision through The Reason Check, map any drift, receive clear Go/No Go/Pivot recommendation.
• Half-day intensive (4 hours)
• 2-page decision memo + recording
• 30-day follow-up access
The Clarity Reset
£10-12k
2-day intensive for founders who've seriously drifted. Excavate original vision, identify where drift happened, create clear strategic direction with 90-day action plan.
• 2-day intensive workshop
• Full strategic direction document
• 90-day roadmap + 60-day follow-up
Strategic Counsel Retainer
£5k/month
Ongoing counsel for founders who want someone to keep them honest. Monthly 90-minute sessions + async access via WhatsApp. Review major moves before you make them.
• Monthly 90-min sessions
• Async access (WhatsApp/Voxer)
• Quarterly deep-dive sessions
• 6-month minimum