Why We’re Taking a Client to Court

(And Why That Should Matter to You)

The Uncomfortable Truth About Value Exchange

Over the past ten years, more than 850 business owners have invested in the #ADDAZERO methodology.

They’ve trusted us with their businesses, their livelihoods, and their dreams of freedom. They’ve paid their fees, done the work, and transformed their companies.

Many have become National Entrepreneur of the Year finalists. Others have successfully exited. Still more have reclaimed their lives from the tyranny of their own success.

Every single one of those 850+ clients made a commitment. They signed agreements. They understood the terms. They honoured a fair exchange of value.

And we honoured ours.

We showed up for every session. We delivered frameworks that work. We brought over twelve years of military discipline, successful exits, an MSc in International Business Ethics, and battle-tested strategies refined across 34 countries. We gave them everything we promised, and then some.

And yet, in that time, eight people have decided that commitment was optional.

A Lesson From the Parade Square

As a former Soldier, we regularly heard a phrase that became doctrine, later popularised by Lieutenant General David Morrison:

“The standard you walk past is the standard you accept.”

It meant that if you saw a soldier with scuffed boots and said nothing, you’d just told every other soldier that scuffed boots were acceptable.

If you noticed kit wasn’t properly maintained and kept quiet, you’d just lowered the standard for everyone.

But it went deeper than parade ground inspections.

If you witnessed someone being treated unfairly and stayed silent, you’d just made unfairness part of your unit’s culture.

If you saw corners being cut on safety protocols and turned a blind eye, you’d just made everyone less safe.

The standard you walk past becomes the new standard. Not just for that one person, but for everyone watching to see what you’ll do.

Why This Matters in Business

As business owners, we walk past standards every single day.

The client who’s constantly late, but we say nothing because we don’t want the awkward conversation.

The team member who delivers work that’s “good enough” when we know they’re capable of exceptional.

The supplier who misses deadlines, but we let it slide because finding someone new feels like too much hassle.

Each time we walk past something, we’re making a decision. We’re setting a standard.

Not just for that situation, but for every situation that follows.

Why I Go to Court

I could write it off. Any accountant would probably advise me to. The time, the energy, and the emotional bandwidth required to pursue legal action often exceed the actual debt.

However, when I was humbled to receive Fellowship status with the Association for Coaching Professionals, that’s not just letters after my name. It’s a promise that I operate at the highest ethical standards in this industry. And in 2017, when the company was recognised by Smith & Williamson and added to the UK ‘Clear Business Thinking’ POWER 100 list, as “The Ethical Coaching Company” I am duty-bound to do what is right, not what is easy. Simply put, these can’t be empty words.

So when someone receives the full value of our coaching, implements our strategies, benefits from our methodology, and then decides not to pay, I have a choice. I can accept that as “just how business works,” or I can stand up for every client who did honour their commitment.

I choose the latter. EVERY SINGLE TIME

Our 100% Court Success Rate Isn’t Luck

We’ve won every case we’ve taken to court. Not because we’re particularly litigious or aggressive, but because we’re extraordinarily careful about three things:

First, transparency. Our terms of service aren’t buried in small print or written in impenetrable legalese. Before any money changes hands, before any work begins, clients sign agreements that clearly spell out the investment, the commitment, and the expectations on both sides. No surprises. No hidden clauses. No ambiguity.

Second, delivery. We don’t just meet our obligations; we exceed them. The frameworks work. The methodology is internationally accredited for a reason. Our 92% client recommendation rate isn’t an accident. When you pay for transformation, you get transformation.

Third, documentation. Everything is recorded, tracked, and evidenced. Not because we expect problems, but because running an ethical business means being accountable. Sessions are confirmed. Materials are delivered. Progress is documented. Value is demonstrable.

When you combine absolute clarity upfront with flawless delivery and meticulous documentation, court cases become straightforward. The facts speak for themselves.

What This Really Says About Us

Taking someone to court is uncomfortable. It takes time away from the 850+ clients who did pay, who do deserve my full attention. It costs money. It generates stress.

But it also sends a message that matters.

It says we believe in fair exchange. That when we promise something, we deliver it. And we expect the same in return.
It says we respect our clients too much to let anyone devalue the investment they’ve made by allowing others to walk away without honouring theirs.
It says that when we talk about ethics, we don’t just mean it sounds nice in marketing copy. We mean we’ll defend those principles even when it’s inconvenient.

The Standard You Should Expect

If you’re an accidentally successful business owner trapped by your own growth, you deserve a coach who holds themselves to the highest standards. Not just in what they deliver, but in how they operate.

You deserve someone who won’t compromise on ethics because “that’s just business.”
You deserve transparency so complete that if you ever needed to, you could stand in front of a judge with absolute confidence in the fairness of your agreement.
You deserve someone who values your investment enough to ensure everyone who receives the same value pays the same price.

Eight times in ten years.

Eight out of more than 850 clients (and over 9,000 invoices).

That’s a 99% success rate in something that shouldn’t require a success metric at all: people honouring their commitments.

But that 1%? We don’t ignore it. We don’t accept it. We address it.

Why This Should Give You Confidence

Some might read this and think it sounds aggressive. Harsh, even.

I’d invite you to consider the alternative.

Would you rather work with someone who lets things slide? Who accepts that commitments are negotiable? Who applies different standards to different people based on how much hassle they present?

Or would you rather work with someone who holds the line on ethics, even when it’s uncomfortable?

When I put on that uniform all those years ago, I learned that discipline isn’t about being rigid. It’s about being reliable. It’s about others knowing exactly what they can expect from you, and knowing you’ll deliver it regardless of the circumstances.

That’s the standard we bring to My TrueNORTH. The same standard we ask of our clients. A fair exchange of value, honoured completely and transparently by both parties.

Ready to Work With a Coach Who Holds the Line?

If you’re an accidentally successful business owner who’s ready to reclaim your freedom, we’d love to work with you. Not despite our willingness to defend our standards, but because of it.

When you work with My TrueNORTH:

You’ll know exactly what you’re investing in—complete transparency, no hidden costs
You’ll receive every ounce of value promised—and then some
You’ll have complete clarity at every step—our 100% court success rate proves our agreements are fair
You’ll join 850+ business owners who honoured their commitment and are now reaping the rewards

Because that’s what ethical business coaching actually looks like. Not just in the promises we make, but in the standards we defend.

Ready to work with a coach who holds the line on standards? Start with our Business Freedom Assessment.

Book your Business Freedom Assessment: www.mytruenorth.club/bfa

Learn more about our Vision, Values, Culture and Manifesto: About My TrueNORTH

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Today’s court appearance? It’s just another way of honouring the commitment we made to everyone who’s ever trusted us with their business transformation. The 850+ who paid deserve nothing less.

And if you’re ready to join them, we’re ready to deliver.