We are My TrueNORTH

The Ethical Coaching Company



In May 2014, as we launched My TrueNORTH, there were approx 5.2Million SME active SME businesses across the UK, making up almost 50% of the British Workforce, and generating more than £1.2Trillion a year in revenue. 

In the same year, there were circa 1.9 million unemployed, and only 690,000 vacancies were being advertised. Leaving 1.2 million people out of work, with no prospect of finding work. Something had to change.

Our mission is to aid and support 1,000,000 business owners to significantly and sustainably grow both themselves and their businesses, sufficiently to generate more than 1.2 million new roles. That collectively we can eradicate unemployment in this country, by generating more roles than there are those actively seeking employment.

We call it the #ADDAZERO Business Challenge

The Ethical Business Coaching CompanyHelping you achieve your SUCCESS SUMMIT™! 

Have you got what it takes?

ALL great leaders have a vision

It starts with an inspirational story, and quickly transpires to becoming a life’s work, to which will become their legacy as it lives on long after they have finished.

However, whilst so many start out on this journey, the more entwined we become within it, the more laser like focused we must become on making the great strides necessary to achieve more.

And whilst I’m a HUGE advocate on BFHAG’s (Big Fat Hairy Audacious Goals) I’m also conscious, the more focussed we become on creating the legacy, the more at risk we are of stepping 1 degree of course, and never achieving it at all!

Let me explain…

Let’s assume your vision, your goal, your purpose and legacy, not just in business, but in life, were to walk bare foot to the North Pole!   And by so doing, raising £100M for a charity that provided shoes for every poverty-stricken child in the world! (As I said, it starts by having a Big Fat Hairy Audacious Goal)

You would be CRAZY to attempt this tomorrow, but with the right team, training, and equipment with you, it is entirely possible!

So you’ve got the team, done the training, got the equipment, and after the needle settles on the compass set out to follow its course…..

Follow the compass religiously and you will FAIL!

You see your following MAGNETIC NORTH! Which (this year) is 11 degrees to the west of TRUENORTH (The North Pole). And yet if you were not aware of this, you could walk the entire diameter of the globe and not meet your goals!

But now you know of the 11 degree’s and counter for this, and yet STILL you fail!!!!!

Because the North Pole moves by around 34 miles a year!!!

What is a Sherpa?

Those who are wise, once all the people, training and equipment are in place, commission a local SHERPA to help guide the way.

The Sherpa is well known to the route, the pitfalls, the environment, and other factors, and able to support the Leader in making wiser choices as to route, timings, equipment, and rest!

However, unlike a competition, the Sherpa never runs to the finish and plants the flag of victory, on seeing the leader achieve their SUCCESS SUMMIT, he guides them to a successful exit, and prepares for the next courageous leader!

My TrueNORTH work with courageous leaders to understand, challenge, enhance their vision, test their resolve to achieving this, advise on team, equipment, and route, and guide the leader to achieving their summit.

We do this effectively because we not industry or goal specific. But because of the diversity of challenges, we help Leaders to face. And because of my background of facing some of the most dangerous, challenging, and demanding circumstances imaginable throughout my 12+ years’ service to Queen and country as a specialist Rapid Deployment Soldier.

Which has seen me TWICE recognised Globally (Kauffman Institute for Entrepreneurship) in the category BIG IMPACT TO BUSINESS and listed in the UK (Smith & Williamson) on their ‘Clear Business Thinking’ POWER 100.

Why does this matter?

In business, we all set out from our own ‘Base Camp’ seeking to find our ‘Success Summit’. In business terms, we set up in business with a purpose, a goal, an intention to reach a certain level of success. And works towards it.

Yet along the way, so many business owners find themselves blown off course, and whether they are aware of it or not, so few ever actually reach the ‘Success Summit’ they set out for as a result.

TrueNorth is ‘Base Camp’ for Business Owners who want to keep one step ahead. Our Success Sherpa’s work constantly and consistently with each and every client. Our mission is to ensure you have absolute clarity on your goals, and keeping you on track towards achieving them.

With the right team, navigational tools and encouragement, My TrueNORTH ensure you remain on course towards your TrueNorth. Not letting you be swayed by others goals, ambitions or opinion towards (or as we refer to simply as) SOS (Shiny Object Syndrome) or “Magnetic North”.

What now?

If you are;

On a mission to achieve significant success,

Not yet achieving ALL the goals you set out to, (or ready to set even bigger ones)

Want to learn more about how to accelerate the growth of both you and your business

Keen to SCALE (be that to either replicate or Exit)

Simply Click below, to grab your complimentary 30 minute success strategy call…

Creating Win | Win | Win scenarios

It gives me the greatest pleasure to share with you how we work to create Win | Win | Win outcomes.

What is a Win | Win | Win outcome?

GREAT Question. I believe, that EVERY engagement should create Win | Win | Win outcomes.  A Win for you, a win for us, AND a win for the universe.

Therefore, we have teamed up with not one but TWO great charities to ensure EVERY interaction travels far more than simply between two people!


We are extremely proud to be members of B1G1 – The Global Giving Community.  We have embedded this into EVERY aspect of our business, to ensure that EVERY interaction we have that results in a positive outcome, that someone else benefits from this also!

  • Every workshop we run, we make a donation sufficient that someone else in the world receives Entrepreneurship training also
  • For every book we sell, we make a donation sufficient that a child also receives an education
  • Every client on every coaching/mentoring programme we run, enables us to also make donations on their behalf that others benefit also.

But it goes even deeper than this:

  • For every invoice that is paid within our Terms and Conditions, we plant a tree
  • For every recommendation / Referral / Testimonial we receive, we donate clean drinking water
  • And, when a client achieves their goals, determining they no longer require our services, we celebrate with them, by making a donation to Global Goals also.

EVERY action within our business is aligned with the B1G1 – 1§7 Global Goals Philosophy, that for every Win we enable a client to achieve, OTHERS benefit also.

You can learn more about B1G1 by clicking on their logo QUOTE BM14841 and we will donate 50 days of Access to Education to children of the world

Speed of Sight

I’ve had the pleasure and privilege to call Mike Newman and John Galloway friends for almost a decade now. Since first forming Speed of Sight, I have remained an avid supporter of who they are and what they do, not only for Blind people but for all people with disabilities AND the wider community.

What they achieve, is a little short of a miracle, and completely changes the lives of ALL who meet, and have the opportunity to spend time with them.

We are delighted to have chosen Speed of Sight as a Charity of the year, becoming members of their Inspire25 club.

You can learn more about Speed of Sight by clicking on their logo

B1G1 Logo
Speed of Sight Logo