Hi, I’m Jay Allen.

A Business Freedom Mentor for the Accidental Business Owner, who is overworked and underpaid.

Using our award-winning accredited methodology, I’ll show you how you can earn more, work less AND spend more time with your family.

Get your Business Freedom Score and tailored Freedom Report in less than 10 minutes

My 4 ‘Killer’ Questions

I’ve asked these to over 10,000 Business Owners across 34 different Countries.
Fewer than 4 dozen could positively answer all four.

When did you last take a fortnight off? Phone off, laptop closed, without something breaking?

If you can’t answer that, you don’t own a business. It owns you.

If you weren’t available for 30 days, what would be the first thing to fail?

Your answer tells you exactly where you’re the single point of failure (and how trapped you actually are).

Does your diary run you, or do you run your diary?

Most business owners at your level are reactive by default and strategic by accident. It shouldn’t be that way.

Are you the true owner of a business, or just its least replaceable employee?

If the business only functions because you’re in it, you haven’t built an asset. You’ve built a dependency.

TEDx Speaker

3x Award‑Winning Author

Host of The Accidental Business Owner Podcast

Jay Allen - Rapid Deployment Combat Medic

Former Rapid Deployment Combat Medic

Globe, representing Jay Allen International Keynote Speaker

Spoken in 30+ countries

Intrigued?

Amazing, first let me tell you specifically who this is for…

This is for Accidental Business Owners
who found they have built something
bigger than they initially planned!

You’re an accidental business owner if…

You started either as a Freelancer, Associate or Sole Trader

You are brilliant at what you do

Clients found you

You got busy

You hired help

Subsequently, you kept saying “yes” to new work

Before you knew it, you’ve got Business Premises, Staff, and a Million and One other things

That are keeping you central to it.

And now, you’re running a multi-six or even multi-seven-figure business you never actually planned to build.

The Problem

Incidentally, you’ve created something truly valuable,

But you’re so deep inside it, you can’t see clearly what’s broken, or where to start.

The Bigger Problem

Moreover, you’re working 50+ hours a week

in a business that completely depends on you.

There are 8 Universal Rules
that determine whether your business
is running you, or working for you.

Most business owners are unknowingly breaking several of them right now.

Not because they’re bad at business,
but because no one ever told them the rules existed.

The Business Freedom Assessment measures all eight.

It takes five minutes. It tells you exactly where the cracks are.

Take the Business Freedom Assessment

Most business owners don’t fail; they just get stuck.

The business survives, the owner burns out.

What started as freedom quietly becomes:

Operational dependency — The business only functions when you’re present

Authority vacuum — Your team waits for decisions instead of making them

Loss of command — Your diary runs you, not the other way around

On paper, everything looks great.

In reality, you’ve become the most expensive employee in your own business, and you can’t resign.

Jay Allen helps accidental business owners break free from being trapped by their own success

Why me?

Hi, I’m Jay. I help Accidental Business Owners reclaim their freedom and build a business that runs without them at the centre of it.

I’m not a business coach who learned extraction from a book.
I’m a former Rapid Deployment British Army Combat Medic – specialised in Casualty Extraction,
who has subsequently built, scaled, and exited businesses.

I know what it’s like to be trapped at the centre of something you built.
And I know how to get out without burning it down.

The difference is simple:

Growth isn’t the problem. Owner dependency is.

I don’t help you scale chaos.

I help you:

Secure the foundations
Extract yourself from the centre
Rebuild command and control

So the business runs because it’s designed to,
not because you’re constantly compensating for what’s missing.

You lead.
You don’t just cope.

This is not for Everyone...

This is not for you if:

You’re looking for motivation, not extraction
You want quick hacks or overnight fixes
Your business is still at the pre-revenue, ‘side hustle’, startup stage
You aren’t ready to hear uncomfortable truths
You need a cheerleader, not an operator

This might be perfect for you if:

You accidentally became the bottleneck
You earn well but feel constantly “needed”
You can’t step away without things wobbling
You’ve outgrown advice that says “just delegate more”
You’re ready to confront what’s actually broken

This is a Structured Extraction Process

I’ve done this. Multiple times.
There are three phases:

Phase 1 — Diagnose Where You’re Trapped

We identify exactly where the business relies on you, and why.

Every dependency. Every bottleneck. Every place you’re the single point of failure.

Phase 2 — Secure the Foundations

We rebuild the systems, decision‑making authority, and leadership structure underneath the success.

Not theory. Tactical implementation.

Phase 3 — Extract & Rebuild Command

So you can step back without risk, drama, or degradation.

The business runs.
You lead.

Freedom restored.

And that starts with the Business Freedom Assessment

      EXCELLENT  
   Based on 38 reviews 
    
 
 
 
   
 
 
       Posted on Google  
   
   Scott Dawson 
 
 
 
 Trustindex verifies that the original source of the review is Google. I've been working with My True North for over 8 years, and it's been an incredible journey. The insights shared and the support I've received have been exceptional. I highly recommend them to any entrepreneur or business owner who wants to grow their business or simply get more organized.
  
 
      Posted on Google  
   
   Neil Wilson 
 
 
 
 Trustindex verifies that the original source of the review is Google. The coaching I have received from My TrueNORTH has been a tremendous help for me personally and the growth of my business. Take the time to engage with Jay and you won’t regret it. Truly a worthwhile investment.
  
 
      Posted on Google  
   
   Swift 
 
 
 
 Trustindex verifies that the original source of the review is Google. Jay was recommended to us via a trusted source – and we quickly developed a relationship that recognised his broad and practical knowledge. As our relationship progresses we have enjoyed the style of his coaching and mentoring, as well as the ability to give us fresh perspectives on many business challenges. He has a vast array of resources that are now available to us and a sharp and intuitive mind that generously offers help when we may ask for it. His methods provide us with the knowledge and ability to improve our business  - with dependable processes and exercises.  If you want to make the most of your business, then we strongly recommend Jay’s services be considered.
  
 
      Posted on Google  
   
   Brian Harvey 
 
 
 
 Trustindex verifies that the original source of the review is Google. Jay has been really eye opening to work with. He brings clarity, foresight and focus with his approach to scaling a business. I’m very excited for the coming months.
  
 
      Posted on Google  
   
   Oscar Peña 
 
 
 
 Trustindex verifies that the original source of the review is Google. You have no idea how lost I've felt for the past few months. Jay was kind enough to really listen to me, help me diagnose what's going on internally, and offer a step by step plan to shift my focus and start untangling everything. All in just one hour. Mind blowing. Anyone that's feeling confused, lost and -like me- gets seriously impacted by the paradox of choice, then please do yourself a favour and talk to this man. It'll be totally worth it.
  
 
      Posted on Google  
   
   Louise Purvis 
 
 
 
 Trustindex verifies that the original source of the review is Google. I had a one-off coaching session with Jay this week and I came away with so much GOLD! I wanted advice and strategy on how to scale my business and increase my income. He gave me some incredible advice on how to work out my numbers and had me looking at outsourcing tasks from a completely different perspective. Jay also gave me some solid advice on raising prices and how to do this effectively. Thanks Jay for a great session!
  
 
      Posted on Google  
   
   Colman Creative 
 
 
 
 Trustindex verifies that the original source of the review is Google. WOW! Where has this company been all my life?? I was recommended to My TrueNORTH after having an amazing opportunity that we needed a coaching company to take a look at and help us with the next steps. Jay was able to jump on a call the next day and took the time to explain everything we needed to know and more, he completely understood everything we are about, helped us to think bigger and really be confident with our decisions. We are definitely going to continue working with Jay in the future.
  
 
      Posted on Google  
   
   Helene Sewell (The Business Navigator) 
 
 
 
 Trustindex verifies that the original source of the review is Google. You will not find a coaching company more deserving of it's name. Jay Allen is the most genuine and ethical coach you could ever meet. He is very skilled and generous with it. If what he offers is what you want, go ahead, work with him, you will not regret it.
  
 
      Posted on Google  
   
   Melanie Foley 
 
 
 
 Trustindex verifies that the original source of the review is Google. Jay's Price, profit and package formula course was amazing. It tackles everything from money mindset, to how to price your products with the right strategy. Well worth every penny.
  
 
      Posted on Google  
   
   Ali Fleming 
 
 
 
 Trustindex verifies that the original source of the review is Google. What an absolutely fabulous group. So welcoming, helpful ,some fab members.. so Focused and working through the most Important parts of increasing business... keep up the great work. Thankyou.

What Working with Me Looks Like

Step 1

Assessment:

Take just 5 minutes to complete your Business Freedom Assessment to discover how trapped you are by your own success. Get immediate results showing where you stand.

Step 2

The Technique:

You’re then invited to book a paid ‘Freedom Technique‘ strategy session where I apply my proven Freedom Framework™ to your specific situation and create a custom ‘Taste of Freedom’ Plan.

Step 3

DIY / Resolution or Extraction

You could either take your Tailored Freedom Plan and have a go at applying it yourself.

Or FASTRRACK with either my ‘Pillars of Progress‘ or ‘Taste of Freedom‘ 1:1 Mentoring Programme. These are 1:1 fully tailored to ensure your business has the People, Systems and Processes, along with Management Structure, and Infrastructure for you to Step Back and begin to enjoy what being a Successful Business Owner is all about whether that’s a holiday without your laptop or a new member of staff who takes some of the load off.

Step 4

Legacy:

Once you have your freedom back, we apply the full #ADDAZERO Methodology to build something with real, transferable value. A business that performs whether you’re in it or not, and that’s worth something significant when you eventually choose to move on, on your terms, in your timeframe.

The Goal:

You become the Strategic Owner, not the Essential Operator.