THE PROBLEM
Founder Drift
It starts with a good opportunity. A new product line, a wholesale deal, a market that looks too big to ignore. Individually, each one makes sense. Collectively, they pull you off course. That's Founder Drift — and it costs most businesses at your stage £250k–£500k in wasted capital and lost focus.
Product Sprawl
Adding products or services because you can, not because they serve the core purpose.
Customer Creep
Trying to serve everyone instead of dominating one audience.
Channel Confusion
Chasing every sales channel simultaneously without a clear strategy.
Revenue Chasing
Short-term revenue decisions over long-term strategic fit.
Premature Scaling
Expanding into new markets before dominating the core.
Identity Erosion
Gradual softening of message until the brand sounds like everyone else.
THE METHODOLOGY
The Reason Check
Every decision runs through three questions. If it doesn't pass all three, it doesn't happen. This is the filter that prevents drift before it starts.
01. Does this serve our reason for being?
02. What are we saying no to by saying yes?
03. Would our best customers recognise us after this?
HOW IT WORKS
Every step earns the next
I don't send proposals blind. Each engagement starts small, delivers real value, and builds the trust needed to go deeper. You'll never be asked to commit to something I haven't already proven I can deliver.
START HERE
Founder's Drift Diagnostic
A free self-assessment scorecard. Fifteen questions, five minutes. You'll receive a personalised drift score, pattern identification, and preliminary insights. No sales call required.
GO DEEPER
Founder Focus Diagnostic
A 60-minute session where we analyse your revenue data, unit economics, and current opportunities. You'll walk away with a written summary identifying your top three drift risks and clear next steps.
RESET
Founder Focus Session
A half-day intensive for founders facing a major decision. You'll get a decision memo with a Go/No Go/Pivot recommendation, opportunity cost analysis, and a 30–60 day action plan.
TRANSFORM
The Clarity Reset
A two-day intensive workshop. We excavate your original reason for being, map every drift point, and create a full strategic direction document with a 90-day action plan. For founders who've seriously drifted.
ONGOING
Strategic Counsel Retainer
Monthly strategy sessions, async access, and quarterly deep-dives. I review every major decision before you execute. This is how you make sure drift doesn't come back.
Results
The work speaks for itself
£1.67M+
D2C revenue built from zero for a single client since 2023
£15M+
Total sales influenced across client portfolio
4x
Revenue growth for a DTC start-up in 24 months
89%
Lower cost-per-lead vs industry benchmark
BRAND & D2C
Turning a traditional workwear brand into a multi-channel business with national reach.
Xpert Workwear had a product that was doing well. But it didn't have a brand. Not really. Own-brand revenue sat under 40%. No digital presence, no identity system, no story.
B2B MODERNISATION
Turning a 50-year-old phone-and-paper wholesaler into a modern B2B operation.
Cottonmount Trading had been supplying workwear for decades. Phone orders. Paper catalogues. The market was changing fast, and the business needed to keep up.
Rebuilt the entire B2B infrastructure. 900+ retail partners rebranded and onboarded to a modern platform.
DTC GROWTH
Building a DTC streetwear brand from £300k to over £1M as the first full-time hire.
OutsideIn had a mission people cared about and a product that resonated. But mission alone doesn't scale without systems.
4x revenue growth in 24 months. £1.2M annual revenue. 131x email ROI.
WHO I AM
Not a consultant.
Strategic counsel.
I'm not a marketing agency and I don't execute strategy. I'm the person who keeps founders honest about their decisions — applying The Reason Check to every opportunity, every product line, every market move.
Nearly a decade building brands across workwear, streetwear, fitness, and e-commerce. From zero to multi-million in revenue. D2C and B2B. I've seen what drift looks like from the inside, and I know how to fix it.
You work directly with me. No junior team, no account managers, no filters.
FOCUS
Founder-led businesses, £500k–£5m revenue, post-product-market-fit
STRONGEST IN
Consumer brands, DTC, workwear, fitness, streetwear, ecommerce
APPROACH
Direct, evidence-based, no corporate speak. Founders pay for candour.
BACKGROUND
MSc Marketing. Currently Head of Brand & Marketing at Xpert Workwear.