About My TrueNORTH
Redefining Success in Business
You are here because you’re trapped by your own success. You’re not alone—and you’re not broken.
My TrueNORTH exists to solve one very specific problem: helping successful business owners escape the prison of being indispensable to their own businesses.
We don’t work with everyone. We work with accidental business owners who built something bigger than they planned and now find themselves working harder than ever while feeling further from the freedom they originally sought.
2 x Global Entrepreneur Award Winner
Listed on UK POWER 100 ‘Clear Business Thinking’
Fellow of the International Association of Coaching Professionals
TEDx Speaker (2019): “The Future is Now” Career Evolution and Business Transitions
Externally Accredited Methodology (CMI & APC)
The Research That Changed Everything
After extensive academic research with over 117,000 SMEs, we discovered a troubling pattern:
96% of business owners are actually “accidental owners”; brilliant at what they do, but trapped in day-to-day operations instead of building the sellable asset they thought they were creating.
Most successful service business owners hit the same wall between £300k-£900k revenue. They know they need systems and processes, but they don’t know how to build them without everything falling apart.
That’s the gap My TrueNORTH bridges.
Our Systematic Approach to Business Freedom
What sets us apart isn’t just our understanding of the trapped owner problem, it’s our dual methodology that addresses both the business owner and the business itself.
The Business Freedom Technique helps business owners gain clarity, confidence, and control over their situation. Through our proven framework, we help leaders identify exactly where they’re trapped and create a personalised route to freedom.
The #ADDAZERO Methodology then systematically transforms the business itself, addressing the 8 critical elements every business needs to operate without its owner:
- Leadership & Vision: Clear direction that works without constant input
- Strategic Planning: Systems that drive growth automatically
- Client Attraction: Marketing that runs without your personal involvement
- Sales Systems: Processes that convert without you being the closer
- Service Delivery: Operations that maintain quality without your oversight
- Financial Controls: Numbers you can trust without checking everything
- Team Development: People who execute your vision independently
- Exit Preparation: Building something genuinely sellable
Our Unique Combination
Military-Grade Systems Thinking: Our founder’s rapid deployment military background brings the discipline of building systems that work under pressure when key people are removed.
Blue Ocean Strategy Expertise: Finding uncontested market spaces where your business can thrive without you being the bottleneck.
Academic Research Foundation: Our methodology isn’t based on opinion—it’s built on studying what causes successful businesses to fail and what makes them scalable.
Real-World Exits: We don’t just teach theory. Our approach has been tested through multiple successful business exits.
How We Work
My TrueNORTH provides intensive 1:1 mentoring to accidental business owners who are serious about transformation, not just optimisation.
We help you build businesses that generate significant financial returns while giving you back your life. This isn’t about finding work-life balance while staying trapped. This is about systematic extraction from daily operations.
Our Process:
- Assessment: Discover exactly how trapped you are (Business Freedom Assessment)
- Strategy: Map your personalised route to freedom (Freedom Technique Strategy Session)
- Implementation: Begin building your freedom (Taste of Freedom Programme)
- Transformation: Complete transition to strategic owner (Legacy Programme)
Proven Results
Our clients don’t just escape—they thrive:
- 96% achieve significant revenue growth within 6-9 months
- 26% average increase in profit in the first 12 months
- Reduced daily involvement from 10+ hours to 3-4 hours
- Businesses become 3-5x more valuable through systematic improvements
- Over 500 successful transformations from trapped operator to strategic owner
Building Something That Matters
We believe you can build a highly profitable business AND create something meaningful.
Our clients don’t just escape their businesses; they transform them into engines of positive impact that create jobs, serve communities, and generate wealth without consuming their lives.
Because when you get the framework right, building a business that serves your life isn’t just possible; it becomes inevitable.
The Story Behind the Methodology
The insights, the framework, the unwavering belief that business owners can escape the trap of their own success; all of this stems from one founder’s journey from trapped owner to serial entrepreneur.
A former soldier who built, scaled, and successfully exited multiple businesses while developing the systematic approach that hundreds of others have used to achieve the same freedom.
Ready to learn about the founder who brought these perspectives together? Meet Jay →
Ready to find out how trapped you are, in your own success?
Discover exactly how trapped you are by your own success with our quick business freedom assessment.
You'll get immediate results showing where your business stands and what needs to change first.
Most successful service business owners struggle to answer the four questions above. This assessment reveals why - and shows you the path to freedom.