FAQs

Over the last few years, we’ve been asked HUNDREDS of questions regarding the significant and sustainable growth of both business and business owner.

Here, we’ve tried to catalogue as many of those questions as possible, as we believe that for everyone that has asked, there must be at least a dozen more than have thought, but not asked, and many more who haven’t even yet stopped to think!


Questions about My TrueNORTH (14)

No, quite to contrary. Once your application has been successful, you have ‘locked out’ anybody else within that industry from joining the same group. This method of exclusivity not only creates a diverse range of businesses and business owners with a wide range of knowledge,m background, experience and ability, but it also enables you as a business owner to develop beyond the boundaries of your own industry and this become more capable of dealing with larger and more complex problems than just those directly relating to you and your industry.

I’m SO excited with what we have created within our ADDAZERO Business Challenge. It’s taken well over 3 years of research and development, trials and testing, measuring amending and recording the results prior to us testing it on ANY other business than our own.
Then when we beta tested it with 12 selected business owners, we knew it as going to be regarded as our best work to date. ADDAZERO is a proven 8 step process to ensure ANY business has the right foundations in place on which the owner can confidently and competently SCALE their business.
It’s the foundation’s framework for significant and sustainable growth and then broken down into bite-size chunks to enable ANY business owner to work through the challenge implementing little and often to see the Significant and Sustainable SCALE of both them and their business.
It doesn’t matter whether your yet to set up in business, at the beginning of your business growth journey or already well into that journey but still seeking that special ingredient to help transform it into a super successful legacy. The #ADDAZERO Business Challenge is about ensuring you have everything in place at the right time and quantity to make MAGIC happen!

Along time ago when I was first starting out in Business I took on an ActionCOACH as my first ever business coach and have been through their coaching program and peer-to-peer groups. I remain friends with my first ever coach and have friends and colleagues who have bought into this international franchise of business coaching and peer-to-peer learning groups. Their format is more akin to our JSO and Pathfinder groups in that they meet for either short interactions or one day (no stay over) and that the session is predominantly taken up by the ActionCOACH franchisee providing some shared learning on a chosen subject rather than a full day locked in peer-to-peer support. Their structure of the peer-to-peer groups is more akin to our Pathfinder groups choosing which problems to look at based on a democratic vote by those present in the time available. Both groups offer 1:1 coaching aside of the time in Mastermind although within ActionCOACH there is an additional charge for this. UNLIKE ActionCOACH., My TrueNORTH is a privately owned Limited Company and does not Franchise out their business model. The level of investment required to join ActionCOACH. is approx 35% more than that of Explorer Mastermind.

I’m fortunate enough to have attended a number of T.A.B. peer-to-peer groups and have friends and colleagues who have bought into this national franchise of peer-to-peer learning groups. Their format is more akin to our Pathfinder group in that they meet for one day (no stay over) and that the morning is taken up by the facilitator providing some shared learning on a chosen subject rather than a full day locked in peer-to-peer support. Their structure of the mastermind is similar to that of Explorer although perhaps more rigidly stuck to in that for each clients mastermind hour, there is a set amount of time to deliver the problem, a set amount of time to ask questions and a set amount of time to offer thoughts and potential solutions. Whereas Explorer Mastermind is a lot more governed by the facilitator and the business owner whose business we are working on to determine HOW best to utilise their time. Both groups offer 1:1 coaching aside of the time in Mastermind although within T.A.B. their is an additional charge for this. UNLIKE T.A.B., My TrueNORTH is a privately owned Limited Company and does not Franchise out their Mastermind model. The level of investment required to join T.A.B. is very comparable with that of Explorer Mastermind.

I’m fortunate enough to have attended one or two A.C.E. meetings and have friends and colleagues who have bought into this international franchise of mastermind groups. They tend to be for larger businesses than we work with (Typically £3M+) and run their groups at a larger size to ours (12-18 people) The emphasis of these is often about the Business LEader and THEIR development both personal and professional, in the knowledge that shaping better leaders, subsequently shapes better business. Their format is more akin to our Pathfinder group in that they meet for one day (rarely do they stay over) and that the morning is taken up by a speaker masterclass rather than a full day locked in peer-to-peer support. As there are more people per group and less time spent together, everyone tends to get asked WHO has a problem they’d like to discuss, and then time is allocated to those who volunteer something, as opposed to Explorer Mastermind where EVERY member gets an equal amount of time working on THEIR business. Both groups offer 1:1 coaching aside of the time in Mastermind although within A.C.E. I understand there are additional charges for this. UNLIKE A.C.E., My TrueNORTH is a privately owned Limited Company and does not Franchise out their Mastermind model. The level of investment required to join the Academy of Chief Executives is approx 30% more than that of Explorer.

I’m fortunate enough to have attended a number of Vistage peer-to-peer groups and have friends and colleagues who have purchased a franchise within this international chain of mastermind groups. They tend to be for larger businesses than we work with (Typically £3M+) and run their groups at a larger size to ours (10-15 people) Their format is more akin to our Pathfinder group in that they meet for one day (no stay over) and that the morning is taken up by a speaker masterclass rather than a full day locked in peer-to-peer support. As there are more people per group and less time spent together, everyone tends to get asked WHO has a problem they’d like to discuss, and then time is allocated to those who volunteer something, as opposed to Explorer Mastermind where EVERY member gets an equal amount of time working on THEIR business. Both groups offer 1:1 coaching aside of the time in Mastermind although within Vistage there is an additional charge for this. UNLIKE Vistage, My TrueNORTH is a privately owned Limited Company and does not Franchise out their Mastermind model. The level of investment required to join Vistage is approx 30% more than that of Explorer.

Mmmmm, that’s a tough one.
Our JSOV program we ask people to commit to for a minimum of 3 months, this gives us time to get to know you and your business sufficiently that we can work with you on identifying, putting in practice and reviewing the results of those actions sufficiently to see real change.
The Pathfinder™ program we ask clients to commit to a minimum of 6 months, giving us the opportunity to identify WHAT training you would most benefit from and providing that in an easy to understand and implement logical manner.
Our Explorer™ #ADDAZERO™ Mastermind is a minimum of 12 months commitment. To reach the boardroom you really have got to Know Like and Trust those you are working with sufficiently to be willing to work with them on their business as readily as they are to work with you on yours.
My 1:1 consultancy I also ask for a minimum of 3 months at a time that we can work on a specific problem or problems sufficiently to see real results.
We’ve been providing coaching since 2014 and our retention rate is well over 95%, you see, once you have a coach that works for you, you tend to stick with them! I’ve been with my coach for nearly 9 years now and have no plans to either stop or change either. They are an integral part of my decision-making process, because I KNOW that they will ALWAYS help me ask better questions and make better decisions!

Yes, and No! Yes, in as much as we will have an agenda laid out by what it is you ultimately want to achieve and the parameters within which we will work.  No, in as much as, there is not a one size fits all, there is not a holy grail of business success and no business blueprint which is simply drag and drop onto every business.

We have a proven method of working with systems and processes we have created and tested over and over and over again that we know add massive value to our clients.  How we apply these, when we apply these, who applies these are all determined by the client, their journey so far, what they are aiming to achieve and their ability to implement change.

Our Explorer Mastermind is specifically for established business owners (£250K+) looking to SCALE. We meet every 8 weeks as we form a notional Non-Exec Board for each others business, and by doing so provide the highest level of strategic support and direction whilst supporting you as you SCALE your business.

This group is not for the faint-hearted or those wanting to dip their toe in the water. We are committed and serious about the Significant and Sustainable growth of us and our businesses. Aside from the boardroom, every client receives 1:1 coaching from a 2 x Global Entrepreneur ‘Big Impact to Business’ Award Winner listed on the ‘Clear Business Thinking’ POWER 100.

You can read more about our #ADDAZERO Explorer Mastermind by clicking here: https://www.mytruenorth.biz/business-coaching/explorer/

Alternatively, why not book a complimentary call to discuss it with one of our Global Award Winning Business SCALE coaches?

CLICK HERE to book a time thats suits YOU.

Our Pathfinder is the perfect blend of Masterclass and Mastermind. For 11 months of the year, we meet physically near our offices in Warrington, Cheshire. In the AM we provide a 3Hr masterclass on a whole range of business-specific topics, from Vision and Values to Marketing and Sales, From finance and profits to HR and recruitment, every session provides practical help, guidance, learning, and support for the members present, and delivered by a Subject Matter Expert. Over lunch, you get to pose the rapid-fire Q&A with the trainer before entering Mastermind in the afternoon. Collaboration is key to growth, and mastermind gives you the opportunity to learn, share and develop as a team whilst guided and facilitated by an international award winner.

This really is a unique combination of Masterclass meets Mastermind and provides the balance betwene learning new skills and the support required to overcome any hurdles to implement your new finding learning, to maximum benefit for you and your business.

We first launched our JSO (Just Setting Out) program in May 2015, however, it’s not specifically for those just setting out in business, its just as easily be suitable for those perhaps just setting out with a business coach! We meet ONLINE for at least one hour every month, where I pose the question “Whats the biggest hurdle you are currently facing, which once resolved will make the biggest difference to you and your business? and then we work live on air to review, consider and determine how best you can overcome this or work around it in order it ceases to be a problem and we can move past it. It’s often been described as transformational for many who have taken part and is our entry level coaching program.

We do because we want to support business owners in a variety of ways dependant on their need and circumstance.
We offer ALL business owners a complimentary coaching call, to determine a little more about you, your business, where you are and where you want you and your business to be, so we can best advise on the right method of achieving this.

Our programs have all been designed with YOU in mind, therefore we may well recommend a particular program if we think this is likely to be the best fit for you. However, ALL our programs are interchangeable and based around helping and supporting YOU to achieve YOUR success Summit™.

If your uncertain as to which one might best suit you, simply click below and book a COMPLIMENTARY 30min coaching call with one of our award winning Business Scale Coaches:

CLICK HERE to book an appointment when it best suits YOU!


GREAT Question. Let me briefly explain:

I believe EVERY great business starts with a story, MacDonald’s, Apple, Tesla they all have a great story, so here’s the shortened version of ours… Let’s assume your goal in life was to have trekked to the North Pole! (I know, that’s rather ambitious, but hey, what’s life for if not to have ambitious goals).

We know you can’t simply fly out there for the weekend, you’re going to have to trek, and for that you’ll need a team, some training and equipment. You’ve got the team, done the training and bought the right equipment (including a good compass) and todays the day you wait for the needle to settle on the N, and then call out “Right team, follow me!” Follow the N from the UK and you’ll find yourself somewhere in Scandinavia! because your following MAGNETIC NORTH!

The same goes in business.

You’ve got a team, you’ve all been trained, and you’ve got all the right equipment. You’ve started out and religiously followed what you thought was the right path but been so busy ‘doing the doing’ working IN the business, you haven’t noticed you’ve deviated one degree off course.

That one degree is preventing you from ever achieving what you set out to achieve, and more than 95% of business owners NEVER achieve their initial goals!

My TrueNORTH are more like Sherpa’s than coaches!

We get to know you, and your business, what your goals and aspirations are, and help to ensure you have not deviated from the course, or how to quickly re-find the right course, so that you may continue in the knowledge your heading in the right direction to achieve everything you ever set out to achieve.

We provide the TRUENORTH compass, the map and the guide to help you TRULY achieve YOUR SUCCESS SUMMIT!

With social media awash with people turning to coaching, your right to ask: Well, who are you? After all, it’s not like I’m either a world leader, or a politician or pop star!

I’m Jay Allen.

From leaving school I studied Psychology and Sociology with a particular interest in communication and behaviour patterns. Quickly deciding I didn’t want to work as a Social Worker, I joined the British Army, training to be an Advanced Trauma Medic. Over the 14 years within the Armed Services, I progressed through the ranks, qualifying in Pre-Hospital Advanced Trauma Life Support as well as studying to become a Teacher. Leaving the service (through injury) in 2003, I turned my attention to the world of business, and over the next 12 years have worked at Boardroom level with 2 of the largest brands on the high street, and at a regional level within the public sector prior to either buying, acquiring or setting up from scratch 4 of my own businesses.

I currently sit on the Non-Exec Board for a Multi-million-pound management company, and chair the board of trustees for a registered charity, alongside my role as international keynote speaker, published business author and the founder of My TrueNORTH – The UK’s leading Ethical Coaching Company.

In 2012 I won a Global Entrepreneur ‘Big Impact to Business’ Award (Kauffman Institute for Entrepreneurship) only to win it again in 2013! Most recently, I was added to the Smith & Williamson ‘Clear Business Thinking’ Power 100 as one of their top business influencers in the UK.


Prefer to chat?

GREAT, we would love to hear from you.

Simply click below to book a call at a time and date that best suits YOU

[button_5 bg=”orange” text_color=”dark” text=”continue.png” align=”center” href=”https://calendly.com/mytruenorth/virtual-coffee” new_window=”Y”/]