2009
The competent, quietly unhappy decade begins
I took the sensible job, in the sensible city, and became very good at it. I mistook being needed for being purposeful, and I kept a running list of the life I would start once things calmed down.
My story
Three parts · one sitting
I spent a decade managing my life before I learned to design it.
This page is the honest version of how I got here: the years of competence without direction, the collapse that ended them, and the very ordinary system that replaced them. If you are standing where I stood, you will recognise most of it.
- Coaching since
- 2014
- Trained in
- CBT coaching
- Works with
- Individuals
- Based
- Online
“I did not need a better version of my life. I needed to stop negotiating with myself about the one decision I had already made.”
The short version
I was good at a life I had not chosen. A coach asked me one question a week for a year, and the answer turned out to be a method rather than a career change.
I · The Trajectory
The transformation, in order.
No single moment changed everything. Five of them, spaced years apart, did — and the pattern between them is the whole reason this practice exists.
2013
The year the list stopped working
A project collapse took a team with it and I had nothing to say that was not work. I remember sitting in a car park realising I could not name a single decision from the previous five years that had been genuinely mine.
2014
One coach, one question a week
I started seeing a coach out of desperation and stayed for the structure. Every week: one decision, made in writing, reviewed out loud. It was the first time anyone had held me to the difference between what I intended and what I did.
2017
Learning to do that for other people
I retrained in cognitive behavioural coaching and began taking clients of my own. The work I had done on myself — naming the avoidance, designing the week, protecting the design — turned out to be the entire method.
Today
A practice built around one honest hour
More than four hundred people have sat across a video call from me since. I still start every relationship the same way: with a strategy session, a decision written down, and a week built to survive a bad Tuesday.
II · The Vision
A world where people design their lives on purpose.
The ambition is not to build a following. It is to make a certain kind of conversation ordinary: the one where somebody says plainly what they want, writes it down, and then has somewhere to take it every week.
Most coaching is sold as access to a personality. I would rather sell a structure that outlives the coach. Every program, every drip challenge and every template in the student hub exists so that the thinking you do in our sessions keeps working when you are not paying attention to it.
That is why the platform is built around your own record: the days you cleared, the decisions you wrote down, the sessions you booked and the notes you kept. Progress you cannot see is progress you will not trust, and trusting it is what makes it permanent.
“The work is not to become someone else. It is to stop being someone you never chose.”
- 400+
-
Students coached
Individuals, founders and small groups across six countries and every timezone the calendar will accept.
- 6
-
Countries represented
Sessions run over video on the student's own clock, so geography stopped being a filter years ago.
- 12 yrs
-
In practice
Long enough to have watched first cohorts grow into second careers, second companies and calmer homes.
If any of this sounds familiar
Bring the messy version.
The first hour is for understanding the situation, not for fixing it. You will leave with one decision written down, whether or not we ever speak again.