Built by Mistake. Scaling by Design.
At My TrueNORTH, we help accidentally successful business owners- those who’ve built thriving businesses without formal training- create time, bandwidth, and clarity to scale sustainably. Our mission is to transform reactive entrepreneurs into strategic CEOs, guiding them to build businesses that work without them, grow by design, and leave a lasting legacy.
Our Origin Story
Founded by Jay Allen, a decorated British Army veteran trained in Psychology, Change Management, Blue Ocean Strategy, and International Business Ethics, as well as a graduate of Goldman Sachs’ Leadership Programme. His award-winning consultancy My TrueNORTH was born from a desire to do business differently. After years of working with business owners who felt overwhelmed, burnt out, or stuck in the weeds of their own success, Jay recognised a pattern: most had never been formally trained in leadership or business strategy. (This is also reflected in whitepapers by both the London School of Economics and the Chartered Management Institute, which both concluded over 90% of managers and Leaders have no formal training, leading to an $8.8T lack of efficiency)
In 2017, My TrueNORTH was ranked #74 in the Clear Business Thinking POWER 100 for its ethical and transparent approach to coaching. Since then, we’ve proudly adopted the strapline: The Ethical Coaching Company.
Jay is also the creator of the #ADDAZERO Methodology, host of The Accidental Business Owner Podcast, and author of the award-winning trilogy #ADDAZERO: The Ultimate Guide to Grow | Scale & Exit. His work has helped thousands of business owners across the UK, Europe, the USA, and the UAE build scalable, sellable businesses that work without them.
Who We Serve
We work with business owners who:
1. Feel trapped in the day-to-day operations of their business
2. Have grown organically but now face complexity, burnout, or stagnation
3. Want to build a business that works without them
4. Are considering succession, sale, or legacy planning
5. Value ethical, transparent, and results-driven coaching
Our clients are often:
1. Owner-dependent businesses
2. Entrepreneurs without formal business training
3. Leaders who want to move from operator to strategic CEO
4. Founders preparing for exit or reinvention
Our Signature Journey
As a fellow of the International Association of Coaching Professionals, we offer a structured coaching pathway designed to meet business owners where they are and guide them toward sustainable success:
1. Business Freedom Assessment (Free)
A diagnostic tool to assess how “trapped” you feel in your business. It identifies key areas of stress, inefficiency, and opportunity—providing a clear starting point for transformation.
2. Freedom Technique (90-minute Strategy Session – £500)
A focused 1:1 session to build your tailored Freedom Framework. We explore your goals, challenges, and current systems to identify leverage points for growth and freedom.
3. Taste of Freedom (12-session Programme – £7,800)
A transformational coaching experience that helps you implement your Freedom Framework. Includes tools, resources, accountability, and expert guidance to shift from reactive to strategic leadership.
4. Pillars of Progress (Advanced Programme)
A deep dive into your MSOFT areas—Marketing, Sales, Operations, Finance, and Team—using Kaizen principles to optimise and scale. This is where we refine your business engine for sustainable growth.
5. Legacy (Application-Only)
Our most advanced programme, designed for those ready to implement the full #ADDAZERO methodology. It focuses on increasing asset value, preparing for exit, and building a business that leaves a legacy. Available as a 12-month programme or a rolling contract for graduates of Taste of Freedom.
The #ADDAZERO Methodology
The #ADDAZERO Methodology is a proven framework for growing, scaling, and exiting a business sustainably.
It focuses on:
1. Removing Owner Dependency: Building systems and teams that allow the business to thrive without constant input from the founder.
2. Increasing Asset Value: Structuring the business to be attractive to investors, buyers, or successors.
3. Creating Strategic Clarity: Helping owners shift from reactive firefighting to proactive leadership.
4. Building Legacy: Ensuring the business continues to deliver value long after the founder steps away.
Delivered through keynotes, workshops, and coaching programmes, #ADDAZERO has helped over 400,000 business owners across the world to think differently, act differently, and create transformational outcomes.
Our Philosophy
We believe:
Success should be sustainable—not stressful.
Systems create freedom—not restriction.
Leadership is learned—not inherited.
Ethics matter—especially in business.
Every business owner deserves support—not just the ones with MBAs.
Our approach is grounded in empathy, experience, and evidence. We don’t do hype, hustle, or hollow promises. We do clarity, accountability, and transformation.
Thought Leadership & Podcast
Our podcast, The Accidental Business Owner, is a weekly dose of insight, inspiration, and strategy. We explore the real stories behind business success and failure, featuring guests like:
Simon Woodroffe OBE – Founder of YO! Sushi and original Dragon from Dragons’ Den, Simon, brought visionary insights into creativity, reinvention, and entrepreneurial courage. His episode explores the art of disruption, the importance of bold thinking, and how personal philosophy shapes business success. From stage design to global brand creation, Simon’s journey is a masterclass in turning unconventional ideas into iconic ventures.
You can listen to that episode here: https://open.spotify.com/episode/4mhlfDdKtUlnsYDCqIsk7s?si=XZjdXfuLSYGVi5SyULvbtQ
Gerald Ratner & Sarah Ratner – In a powerful and personal episode, Gerald Ratner—former CEO of Ratners Group and infamous for one of the most talked-about moments in British business history—joined forces with his daughter, Sarah Ratner, a FinTech COO turned wellness entrepreneur. Together, they shared deep insights on resilience, reinvention, and the pursuit of purpose.
Sarah helped scale Lendable from 5 to 350 people and led a 100-person operation as COO, now runs Ikigai Holistic, helping businesses combat burnout and embed mindfulness into their culture. Gerald reflected on his rise, fall, and comeback in the jewellery industry, offering timeless lessons in humility, humour, and human connection.
You can listen to that episode here: https://open.spotify.com/episode/3C3wqA5feH4eegBotXdtbx?si=68882ad653e44884
Rob Moore – Property investor, author, and host of The Disruptive Entrepreneur, Rob brought powerful perspectives on scaling, mindset, and the realities of building wealth. His episode dives into the psychology of success and the importance of strategic thinking for business owners.
You can listen to that episode here: https://open.spotify.com/episode/3gmg4UbgRYa5bkbcj1QFFy?si=5cb22d24330b4f7a
Recent episodes include:
Why Delegation Fails—and What to Do Instead to Build a Sellable Business: https://open.spotify.com/episode/7ommfriVsHfjSCBMgaZ4zZ?si=wmfY8MoZSx2uI2M-fDoINQ
Why I’m Blowing Up My Business (And Why You Might Need to Do the Same): https://open.spotify.com/episode/3W8qtnCQXEOZBjjARmPBbO?si=a7a596892aac4f8f
The Five-Star Prison: How Successful Entrepreneurs Become Trapped by Their Own Business: https://open.spotify.com/episode/7CdZ5EZNhy7GNe7Edc5mHf?si=dbb6fab8ec074f74
Client Impact
We’ve helped over 8,000 business owners:
> Reduce burnout and reclaim time
> Build scalable systems and teams
> Prepare for succession or sale
> Increase profitability and asset value
> Rediscover purpose and passion
Our clients include:
> Digital agencies recovering from client loss
> Consultants preparing for exit
> Retailers scaling operations
> Service businesses building legacy
Our Values in Practice
Transparency: We’re upfront about what works, what doesn’t, and what’s required.
Integrity: We do what we say, and we say what we do.
Empowerment: We don’t create dependency—we build capability.
Community: We foster connection, collaboration, and shared growth.
Legacy: We help you build something that lasts.
FAQs
Q: Is this right for me if I’ve never worked with a coach before?
Absolutely. Most of our clients are first-time coaching clients. We meet you where you are and guide you forward.
Q: What if I’m not ready to exit yet?
Perfect. Our goal is to help you build a business that’s ready—whether you choose to exit or not.
Q: Do you work with startups?
We specialise in established businesses, typically 3+ years old, with a team and turnover. However, we occasionally support early-stage founders through workshops and events.
Q: Is this confidential?
Yes. All coaching is conducted under strict confidentiality. Your business, your challenges, and your goals are safe with us.
Let’s Talk
Whether you’re feeling stuck, overwhelmed, or simply ready for what’s next, we’re here to help. Get your free Business Freedom Assessment and take the first step toward building a business that works for you, not because of you.
Visit www.mytruenorth.club/bfa to get started