An interview with
Scale & Exit Mentor & Founder of #ADDAZERO
Jay Allen
Helping Accidental Business Owners Escape the Prison of Their Own Success
Introduction
Jay Allen is a former British Army Combat Medical Technician turned serial entrepreneur and business transformation expert. Over the past 17 years, he’s helped 500+ business owners escape what he calls “the beautiful prison” – that uncomfortable place where you’ve built something successful, but now find yourself trapped by it.
As founder of My TrueNORTH, Jay specializes in working with “accidental business owners” – UK-based service business owners generating £300K-£1M annually who never planned to run the business they have today. His #ADDAZERO Methodology, developed through four years of research analyzing 150+ business failures and tested on 115,000+ businesses, helps owners transform from trapped operators into strategic CEOs.
Jay has built, grown, and exited multiple businesses himself. He knows what it’s like to work 60+ hour weeks, to be the bottleneck in your own company, and to wonder if there’s a better way. His approach is direct, occasionally blunt, and completely honest about what it takes to reclaim your freedom while growing your business.
In this interview, Jay answers the most common questions he receives from business owners considering working with him.
Q1: How long have you been doing what you do, and how did you become a Business Transformation Expert?
A: I’ve been helping business owners for 17 years, but my journey started long before that.
I joined the British Army in Winter 1992 as a Combat Medical Technician. I wanted to be ‘of service to others’ and spent 12 years putting my life on the line for Queen, Country, and colleagues. I left through injury in 2004, but I never left the life of service.
The military taught me principles I still live by: ‘Inardious Fidelious‘ (Faithful throughout adversity), from the Gurka Rifles – “Katar hunu bhanda marnu ramro“(Better to die than be a coward), and from the Parachute Regiment “Utrinque Paratus” (Ready for ANYTHING). These aren’t just mottos – they’re survival frameworks.
After the Army, I worked at a boardroom level with two of the UK’s largest high street brands, demonstrating how military discipline translates to business performance. Then I became an entrepreneur myself – buying, building, or founding four businesses. I grew and exited two of them before I started coaching others.
But here’s what makes me different: I spent four years studying BIG BUSINESS FAILURE. Not success stories – failures. I analysed what causes profitable businesses to collapse and how to prevent it. That research, combined with testing on 115,000+ businesses over 12 months, became the #ADDAZERO Methodology.
I’ve applied every framework I teach in my own businesses first. I’ve made the mistakes, paid the price, and figured out what actually works – not in theory, but in reality.
Q3: What happens if you haven’t yet worked with people in my field?
A: Good. That means I’ll bring a fresh perspective instead of repeating what everyone in your industry already knows.
I’ve worked with business owners from hundreds of industries across multiple countries. But here’s the truth: I’m not going to become your employee or run your business day-to-day. I don’t need to know the technical nuts and bolts of your profession – that’s what you and your team are for.
My role is to bring frameworks and strategies from other industries that your competitors haven’t seen. I’m a firm believer that “you don’t know what you don’t know” – and that’s where transformation happens.
The business of business is business. Whether you’re an accountant or a marketing agency owner, the fundamentals are the same: Marketing, Sales, Operations, Finance, and Team. My job is to help you determine what can be achieved, what you actually want to achieve, and the clearest path to get there.
I’ve been recognised internationally twice for exactly this – bringing outside perspective that creates breakthrough thinking.
Q5: What type of personality works best with you?
A: My clients span the globe and come from vastly different backgrounds. But they all share a few characteristics:
Dedication – to both their business and their family. They’re not just chasing money; they’re building something meaningful while being present for the people they love.
Openness – They’re willing to try new approaches and be challenged. They understand that doing the same things that got them here won’t get them where they want to go.
Collaboration – They believe in “givers gain” and understand the power of learning from others.
Honesty – This is critical. I can only work with what you share. If you hold back, sugarcoat problems, or aren’t fully transparent, I can’t help you.
I need permission to ask uncomfortable questions. Sometimes that feels intrusive. But I need to understand whether what you’re doing is for the right reasons and will achieve the right outcomes.
If this resonates, you’re probably who I’m looking to work with. If it makes you uncomfortable, we’re probably not the right fit – and that’s completely fine.
Q7: What exactly is #ADDAZERO™ and what does it include?
A: Let me be direct: #ADDAZERO is not a magic formula that fixes everything overnight.
It won’t replace a team member, make your phone ring with perfect clients, or eliminate every business challenge you face. If you’re looking for that, you’ll be disappointed.
What #ADDAZERO IS: A proven methodology for transforming accidental business owners from trapped operators into strategic CEOs. It’s built on three transformation phases:
Recognition – Understanding exactly how you became the prison guard of your own success
Reframe – Seeing your business through different lenses (we use 8 frameworks across 5 pillars: Marketing, Sales, Operations, Finance, Team)
Release – Systematically extracting yourself from daily operations while maintaining (or improving) performance
This methodology was developed through 4 years of research, 12 months of beta testing, and analysis of over 115,000 businesses. It’s been refined by working with 500+ business owners over 17 years.
But here’s the truth: I’ve done 80% of the work – the research, testing, refining, and systematising. You still need to do YOUR 20% – implementing it in YOUR business with YOUR team.
What’s included in the #ADDAZERO programs:
We start with either a Business Freedom Assessment or Business Scale Up Assessment (both free) to understand where you are now.
From there, you book The Technique – a 90-minute strategy session (£500) where we review your assessment, identify your biggest bottleneck, and determine which program pathway is right for you. If you proceed within 48 hours, that £500 becomes your deposit toward your chosen program.
You’ll then follow one of two pathways:
A Taste of Freedom (for trapped high-achievers needing operator extraction) Pillars of Progress (for organised chaos owners needing operational foundations)
Both programs include coaching, mentorship, accountability, and strategic guidance. But they require your commitment to implement what we agree upon.
This isn’t “another coaching program.” It’s a transformation system – but only if you’re willing to do the work.
Q9: What results can I expect?
A: I’ll be blunt: You will NEVER get more out than you put in.
Just like joining a gym won’t make you fit, joining My TrueNORTH won’t make you rich. I’ve done the research, testing, refining, and systematising to create a proven methodology. But I can’t implement it for you.
The data: Last year, our clients grew by an average of 26%, and their investment represented less than 12.5% of their growth. But these are averages – YOUR results depend entirely on YOUR implementation.
The reality: If I can’t see you making progress and applying what we’ve agreed on, I won’t allow you to continue in the program. We have a reputation to uphold. If you’re not benefiting from the work because you’re not implementing it, we’ll discuss your future involvement with My TrueNORTH.
I can guarantee my commitment, my methodology, and my accountability. I cannot guarantee your commitment.
Q11: How quickly will I see results?
A: That depends on three things:
- Your business’s current state
- Your ambitions for where you want to go
- Your aptitude and dedication to implementing what we agree on
Many clients report noticeable differences within weeks. Others take a few months. On closer examination, those who take longer typically show resistance to change or unwillingness to fully commit to the process.
Here’s the pattern: Fast results come from fast implementation. Slow results come from slow implementation. No results come from no implementation.
Q13: Will I recover my investment?
A: Yes – but let me be specific about what that means.
Both A Taste of Freedom and Pillars of Progress are £7,700 + VAT (£7,300 + VAT after your £500 deposit from The Technique). You can save a further £700 by making a single investment of just £6,000 + VAT upfront. Or, if you prefer three monthly instalments of £2,400 + VAT.
Here’s my guarantee: If you complete ALL the actions we agree upon, implement them fully within the timeframes we set, and embed them properly into your business, but you STILL haven’t recovered your investment… I’ll continue working with you for FREE until you have.
But notice the conditions: You must actually DO the work. On time. Fully. Not half-heartedly, not “sort of,” not “when I get around to it,” and be able to evidence this within your business.
Last year, our clients grew by an average of 26%, and their investment represented less than 12.5% of their growth. But those are averages – YOUR results depend entirely on YOUR implementation.
I can’t guarantee your commitment. I can guarantee mine.
Q15: How long is the program?
A: Both A Taste of Freedom and Pillars of Progress run for 24 weeks (6 months) with 12 fortnightly sessions.
This isn’t arbitrary. Our research shows that sustainable transformation – the kind that actually sticks – requires at least 6 months. Anything shorter and you’re just applying band-aids.
The reality:
- Months 1-2: Recognition and diagnosis
- Months 3-4: Implementation and adjustment
- Months 5-6: Refinement and embedding
Most clients then choose to continue into Living Your Legacy for ongoing mentorship as they scale or prepare for exit. The majority of our clients work with us for 2-5 years because transformation isn’t a one-time event – it’s a continuous process.
Q17: What payment methods do you accept?
A: We accept Direct Debit (via GoCardless), BACS transfer, and credit/debit cards (via Stripe for online payments or iZettle for in-person).
Most clients prefer Direct Debit for the payment plan option (3 x £2,400 + VAT), while those paying the single upfront amount (£6,000 + VAT) typically use BACS or card.
Q19: I’m not sure I’m ready. How can I test this first?
A: Start with one of the free assessments – either the Business Freedom Assessment or Business Scale Up Assessment at www.mytruenorth.biz
Both give you immediate, actionable insights into where you stand. You’ll get a detailed report showing your current state across multiple dimensions of business health.
If the assessment resonates and you want to dig deeper, book The Technique (£500), where we’ll spend 90 minutes diagnosing your specific situation and creating a roadmap. Even if you choose not to proceed with a full program, you’ll walk away with clarity on what needs to happen next.
I don’t work with business owners who haven’t completed at least one assessment first. If you’re not willing to invest 10 minutes in honest self-evaluation, you’re definitely not ready for the transformation work we do together.
Q21: I have more questions. Can I call you?
A: Absolutely. But here’s how to make the best use of both our time:
If your questions are about the process, pricing, or logistics, call 01925 699069 and speak with my team. They can answer 95% of questions faster than waiting for me to call back.
If your questions are strategic or specific to your situation: Take one of the free assessments first (Business Freedom Assessment or Business Scale Up Assessment at www.mytruenorth.biz), then book The Technique at www.mytruenorth.biz/the-technique. We’ll have 90 minutes to dig deep into your specific challenges.
If you genuinely need to speak with me before committing, Email en*******@*********th.biz with your questions, and we’ll find a time to connect.
My diary is typically booked 2-3 weeks ahead, so the fastest route to getting answers is usually through the assessment → Technique pathway. That way, you’re not waiting for a call to get clarity.
Contact Information:
- Website: www.mytruenorth.biz
- Free Assessments: www.mytruenorth.biz
- Book The Technique: www.mytruenorth.biz/the-technique
- Email: en*******@*********th.biz
- Phone: 01925 699069
Q2: Who are your clients exactly?
A: I work exclusively with what I call “accidental business owners” – successful entrepreneurs who never planned to run the business they have today, but built something profitable without intentional foundations.
These are typically UK-based owner-managed service businesses generating £300K-£1M annually with 3-15 employees. They’re accountants, lawyers, surveyors, marketing agency owners, consultants – professionals who are exceptional at their craft but now find themselves trapped by their own success.
Here’s what I mean by “trapped”: They’re working 60+ hours a week, making every decision, solving every problem, and despite having a team, they can’t take a proper holiday without their phone ringing. The business runs because they’re in it, not because of the systems around it.
They fall into two categories:
The Trapped High-Achiever – They’ve built something successful but become the bottleneck. Every client wants them, every decision needs them, every problem lands on their desk. They need operator extraction before they burn out.
The Organised Chaos Owner – Revenue is growing, but it feels precarious. Nothing’s documented, everyone works differently, and they’re one team member away from crisis. They need operational foundations before they can scale sustainably.
If you’re reading this thinking “that’s uncomfortably accurate,” then we should talk. If you’re nowhere near this description, I’ll happily point you toward colleagues better suited to your needs.
Q4: How are you different from other business coaches?
A: Three things set me apart:
1. Military → Corporate → Entrepreneur → Coach Most coaches went straight from employment to coaching. I’ve lived every stage: military discipline and high-stakes decision making, boardroom politics in multi-billion pound organisations, building and exiting my own businesses twice, THEN coaching others. I don’t teach theory – I teach what I’ve actually done.
2. I studied failure, not success. While others study “best practices,” I spent four years researching why profitable businesses collapse. I analysed 150+ failures to understand what kills good businesses. That research became the #ADDAZERO Methodology – tested on 115,000+ businesses before I used it with a single client.
3. I’m not for everyone. My style is direct. Some call it blunt. I ask uncomfortable questions and expect honest answers. If you want someone to tell you you’re doing great and just need to “believe in yourself more,” I’m not your coach. If you want someone who’ll challenge your thinking and hold you accountable to actually implementing, let’s talk.
I gladly refer people to other coaches when I know someone else’s approach would suit them better.
Q6: Who is this NOT for?
A: It’s not the profession that determines fit – it’s the person.
This doesn’t work for:
“I’ve tried that”, people – Those who dismiss new approaches before trying them because they once did something vaguely similar years ago.
Gym membership thinkers – People who believe that paying for coaching automatically creates results, without putting in implementation work.
The uncommitted – Those who show up inconsistently, do homework half-heartedly, or wait until “things settle down” before implementing.
Quick-fix seekers – Anyone expecting a silver bullet solution or overnight transformation.
Just like a gym membership doesn’t make you fit, becoming a My TrueNORTH client doesn’t guarantee results. You need to show up regularly, apply yourself fully, and implement what we work on together.
“If we always do what we’ve always done, we’ll always have (at best) what we already have.” If you want different results, it begins with different thinking AND different actions.
Q8: Does this really work?
A: Rather than me telling you it works, here’s what recent clients say:
Kamlesh – Chartered accountant, Manchester suburbs, 30+ years experience: “I had never won an award before working with Jay and the ADDAZERO program. Since then, we have won some of the most prestigious awards within our industry, have grown our practice and revised the goals and aspirations of what is now possible. I am proud to acknowledge Jay as my Mentor.”
Liz – Boutique law firm founder, Leeds: “Jay is referred to as my knight in shiny armour within the book I have published since meeting and working with him. I now live in my ‘forever’ dream home and have expanded my ambitions even further still.”
Richard – Chartered surveyor, Chester: “From the first meeting with Jay at a networking event, I was immediately drawn to his thinking process on how to SCALE a business. Since working with him, we hit our previous year’s turnover by the end of July and DOUBLED it by Christmas.”
Catherine – Marketing Agency MD, West Midlands: “Jay quickly helped me to identify and understand the root cause of my frustrations within the business, and by working to address and overcome these, has enabled me to fall back in love with my business, my life, and my new partner!”
Matt – Notary business founder: “Within the first meeting with Jay, he had both understood the problem, found nearly £40,000 of additional revenue and given me the hope and inspiration to address this head on. We now have offices in 4 countries, are invoicing 8 x our previous turnover and able to really enjoy what the business enables us to do as a family.”
Amanda – Marketing Architect, Cheshire: “I realise now that before I joined, I was mixing with the wrong people, and was working HARD but not SMART. Joining has been the biggest transformation for both me and my business, and has enabled me to add zeros both personally and professionally.”
Q10: Can I speak with your clients?
A: Absolutely. We have nothing to hide.
We regularly host Discovery Days where current clients share their experiences with those interested in My TrueNORTH. They’re willing and pleased to discuss their journey, results, and what it’s actually like working together.
Ask during The Technique, and we’ll arrange for you to speak with clients in similar industries or situations.
Q12: How can I guarantee I’ll achieve my goals?
A: In life, anything is possible. It all depends on HOW MUCH YOU WANT IT?
I’m happy to guarantee MY commitment to you and this process. I’m willing to offer assurances about the testing, development, and refinement of our systems. I’m committed to our mission of eradicating unemployment in the UK. By supporting 100,000 business owners to significantly grow their businesses. That collectively, we create more demand for new employees than there are those actively seeking employment.
What I cannot and WILL not guarantee is YOUR commitment.
That’s on you.
Q14: How will we work together, and what does the program entail?
A: Our customer journey is designed to ensure we’re the right fit before either of us makes a commitment.
STEP 1: Self-Assessment (FREE)
You’ll start with one of two assessments, depending on your situation:
- Business Freedom Assessment – If you feel trapped in your business, making every decision, unable to step away
- Business Scale Up Assessment – If you’re experiencing operational chaos, inconsistent delivery, or precarious growth
Both take about 10 minutes and give you immediate insight into where you stand.
STEP 2: The Technique (£500)
This is a 90-minute strategy session where we:
- Review your assessment results in detail
- Identify your biggest bottleneck to growth or freedom
- Determine which transformation pathway is right for you
- Create a clear roadmap for the next 6-12 months
If you decide to proceed with a program within 48 hours, your £500 investment becomes your deposit.
STEP 3: Your Transformation Program
Based on what we uncover in The Technique, you’ll follow one of two pathways:
A Taste of Freedom – 12 sessions over 24 weeks focused on extracting you from daily operations using the 4D Framework (Delete, Delegate, Defer, Do) and 3Rs of team building (Recruit, Retain, Reward).
Pillars of Progress – 12 sessions over 24 weeks focused on building operational foundations across 6 pillars: Mindset, Marketing, Sales, Operations, Finance, Tand eam.
Both programs include:
- Fortnightly 60-75 minute coaching sessions
- Implementation work between sessions (3-5 hours)
- Direct access for urgent questions
- Templates, frameworks, and tools
- Accountability to ensure you implement
STEP 4: Living Your Legacy (Optional)
For clients ready to scale toward exit or build something truly extraordinary, our LEGACY mentoring program combines the #ADDAZERO business frameworks with advanced exit preparation.
Q16: What are the sessions like?
A: Both programs are delivered via Zoom, enabling you to participate from anywhere.
A Taste of Freedom focuses on operator extraction through the 4D Framework (Delete, Delegate, Defer, Do) and the 3Rs of team building (Recruit, Retain, Reward). Sessions are practical and action-focused – we’re not here to philosophise, we’re here to get you out of the operational weeds.
Pillars of Progress systematically builds foundations across 6 pillars: Mindset, Marketing, Sales, Operations, Finance, and Team. Two sessions per pillar – one for foundations, one for implementation review.
Session structure:
- 60-75 minutes of live coaching every two weeks
- Recorded for later review if you need to revisit
- 3-5 hours of implementation work between sessions
- Direct access for urgent questions (though if you’re constantly having “urgent” questions, we need to fix something structural)
Living Your Legacy combines monthly strategic sessions with quarterly deep-dive planning, plus on-demand access for major decisions or opportunities.
Q18: How do I get started?
A: Hold on – you might think you know which program you need, but let’s make sure we’re right.
Here’s how to start:
STEP 1: Take the appropriate assessment (both are free, and take less than 10 minutes):
- Business Freedom Assessment at www.mytruenorth.club/bfa if you feel trapped as the operator
- Business Scale Up Assessment at www.mytruenorth.club/bsu if you’re experiencing operational chaos
STEP 2: Book The Technique (90-minute strategy session, £500) at www.mytruenorth.biz/the-technique
During this session, we’ll review your results, identify your biggest bottleneck, and confirm which pathway is right for you. You might be surprised – what you think is the problem often isn’t the root cause.
STEP 3: If we’re both confident this is the right fit and you proceed within 48 hours, your £500 becomes your deposit toward the program.
Alternatively, email en*******@*********th.biz or call 01925 699069 and my team will guide you through the process.
Q20: I don’t have much time. How much time does this require?
A: You will NEVER get OUT of this more than you are prepared to put IN.
Furthermore, you have exactly the SAME amount of time as I, every other client, and every other competitor – 168 hours per week.
So when you say “I don’t have time,” what you’re actually saying is: “I’ve already got commitments, and I’m not sure if this is a high enough priority to apply the time required to achieve the results I’m seeking.”
That’s honest. And we can work with honesty.
The time commitment:
- 60-75 minutes every two weeks for live coaching
- 3-5 hours between sessions for implementation
- Total: approximately 5-6 hours per fortnight
The reality: If you can’t find 6 hours every two weeks to transform your business and reclaim your life, you’re not stuck because of a lack of time – you’re stuck because of how you’re using your time.
We have exceptional techniques to improve your time management so this won’t be a future problem. But first, you need to acknowledge it IS a problem – one we can resolve together if you’re willing to address it.
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