Every question, and the long answer to each one.

Why does this exist?

Because I lived it. I did not read it in a book, or take some online course, and decide I could guide other people through it. I was the one having anxiety attacks, carrying beliefs I could not shift no matter what I tried.

Then I found something I did not know was available. I did not know I could feel like this. I did not know I could just move forward. That is the whole of it.

And I could not keep it to myself. Whatever stage of my life I have been in, the mission underneath it has been the same, long before I had words for it: create space, and empower the person in it. My why is to empower, and it goes a long way past me and past my business. What gave me lasting emotional freedom, and a peace nobody can take, was never meant to stop with me.

If somebody who used to drop to the floor with anxiety attacks can build a seven-figure business, then the ceiling was never where any of us thought it was.

What made you try it?

I was burnt out. I had left London because I was completely consumed by the rat race, and I stopped working for three months.

I was reading Nora Hibbard's book about changing your inner world in order to change your life. I remember thinking: I know. Trust me. I have been trying to do exactly that for years.

A lot had changed. And I was still repeating the same beliefs, the same cycles, the same patterns. It felt like an invisible cage. I know now that the cage was my own perception.

When I was a bit stronger I went looking for a local hypnotist. I told her there were beliefs I could not seem to shift. She said she was training in a new method and I should try it, and she offered me a discount.

I had not worked in three months. I thought: f**k it.

And?

I thought it was bollocks.

We started with something small, which is how I still start with everyone. I picked a current stress. Somebody had run their car down the side of mine. The car was a week old and it was the first one I had ever owned.

She talked me through it. She kept telling me to bring focus and follow my breath, and my logical mind was going: shut up, how is this working, let me solve it.

By the end of the session it felt distant. The damage was real and it was not a cheap car. I still cared. The anger I was feeling stopped, and so did everything my mind had been spiralling into: the pointless conversations, the scenarios, the analysis of something that had not even happened yet. I could just look at it for what it was. I could see it for what it was.

That did not sink in straight away. I thought it was too easy.

So the next session I brought the real one. I am unworthy. The one I had spent a career trying to disprove, and the one that kept burning me out.

Memories, judgements, beliefs, all of it came up in front of me like a file of facts. I observed it. And it faded. Not just the belief, but everything sitting around it.

I had tried hypnotherapy before, to quit smoking, to install new beliefs. It always faded back. This did not. What I understand now is that my own mind was finding every part of me that had learned that rule and giving them the latest information.

I kept going back. The more I stopped trying to solve it, the more cleared.

You had the career. Why leave it?

Because it belonged to an old identity, and I had finished it.

I have the notebooks. When I started my agency I wrote down that I wanted to turn over seven figures, and I wrote the names: Prada, Google, Pop, De Beers. My dream office. The photographers and makeup artists I wanted to work with. Years earlier I had written down Emma Thompson, and worked with her two weeks later.

We did all of it.

I am not going to sell that to you as magic. What I think it actually is: we are powerful creators, all of us. Getting clear on what you want and then creating from flow, rather than forcing it, is the most reliable thing I have ever done. What I created flowed, and with ease it became what it was meant to be.

Flow is not the absence of work. I worked hard for every bit of it. I just was not fighting myself the whole way, and that turns out to be most of the difference.

I will not promise you the same results, because your life is not mine. I also did not start from nothing. I had already spent a lifetime in one of the most competitive industries there is, and it was hard and stressful the entire way. When I started the company I put the first overheads on a credit card. It was an informed decision. I would never tell anyone to do it.

Here is what I actually took from all of it.

You can have the career, the names and the money. They are nice. They did not touch the thing underneath.

I am not telling you not to want a good life. Want it. Just be specific about whose life it is.

What have you tried, and what was rubbish?

Most things. NLP, EMDR, hypnotherapy, acupuncture, constellations, therapy, coaching, healing, regression, meditation, mindfulness, the diets, the medication, the courses that promise to change your life. I have burnt out several times.

Nearly all of it gave me something I needed at the time. Different tools for different points in a life.

Therapy taught me to understand what I was experiencing, and gave me the confidence to look at it at all. Before that, every time I looked I had an anxiety attack. Coaching helped me make sense of how my own mind works.

What was rubbish was anything that promised to transform my life.

You might not have the skills yet, or believe it is possible yet, but it is still yours.

That is the part I love about this work. There is no external force. It is you doing it, and the power stays in your hands.

If somebody tells you they can transform your life, or manifest things into it for you, run.

Where does “you are not broken” come from?

A kid who was told he thought about things wrong.

I am dyslexic and I am creative. My mind does not work the way most minds work. I think in twenty solutions at once and I see patterns other people miss. Trying to conform to the normal way of doing things created most of my anxiety, and for a long time I thought I needed fixing.

I did not. That is just how I am, and it is good.

What makes you different is often the thing that makes you a changemaker. I was talking to a friend about this recently, about the people who tried to shut us both down when we were younger. That spark in us triggered something in them. It is also the reason we both went on to do what we do.

It was never about us. And the thing we were made to feel bad about was the thing that was special.

How do you know when something has actually cleared?

You mostly do not, at the time. You live inside your perception, so you forget you used to feel otherwise. Then life tests it.

Mine was at an agency where I was executive producer. I was owed compensation for building a company for them and they changed their mind. No hard feelings, but that was the deal.

The old version of me would have been crushed by that, or would have quietly accepted it. Instead I heard myself say: fine, I will go and make my own.

And I did. It was a difficult conversation with my boss, who is still one of my closest friends.

I did not notice the limitation had gone until it simply was not there.

The other one is smaller. I filmed myself in a park last week with people walking past. Part of me clocked that they might be judging me. I did not care. This is somebody who used to be on the floor with anxiety about being seen.

That did not arrive in one session. It cleared enough that I could go and do it, and then doing it built the rest.

What can you not do?

• I cannot fix your life. I cannot fix you, and there is nothing about you to fix.
• I am not going to give you a magic formula, because that would be somebody else’s and not yours. I will bring my founder experience to the table, but your path is deeply personal, and it is about what works for you.
• I am not your guru. Nobody should be. If a coach makes you feel small, leave.

You still have to go out and do the work. Life will still be hard sometimes and good sometimes. There will be highs and lows. Anyone selling you a life without those has never had one.

And we only go as far as you want to go. I say that before you pay me, never afterwards.

Are you a therapist?

No. I have had a lot of therapy, I rate it highly, and I am not trained in it.

Therapy is where you explore, understand, talk it through and build strategies. It is a powerful thing and if you are having it, keep having it.

Coaching sessions here are not talking it out. We are not problem-solving, rationalising or judging what comes up. We allow it, we notice it, and your own mind does the rest.

Personally, if I have a therapy session I clear afterwards. I talk it out, bring it into awareness, then clear it. The two work well together.

Always follow the advice of your doctor or your therapist. This is neurocoaching, not therapy, crisis support or mental health treatment. It is not suitable during a mental health crisis. If you are in one, please speak to your GP, a mental health specialist, or Samaritans on 116 123.

Who is this not for?

It is not for anyone looking to get rich quick.

It is not for anyone who wants to be handed a fix, or wants me to do it for them.

It is not for the bros or the hype men. Nothing wrong with them. Just not me.

It is for people who are ready to let go and move forward. People who can feel something holding them back and cannot quite name it. People who are not sure change is even possible for them.

My clients tend to be creative, entrepreneurial, often neurodivergent, often queer, often people who have never fitted the mould. What they share is the spark.

I like the quirky and the difficult and the people with a story. The stranger yours is, the more I want to hear it.

What do you actually want for me?

The same peace I have.

For me that means trusting myself. It is a word coaches throw around and I never really understood it until I had it. There are so many opinions coming at you, from media, from family, from everywhere, that second-guessing yourself becomes the default.

I do not do that now. I am in flow most of the time. When things go wrong I look at them pragmatically and deal with what is in front of me, without the dread underneath.

The bad days still come. My relationship to them changed.

What I want is for you to move forward and build whatever you actually want to build, free of your own limitations.

I did not believe that was possible either. You will not know until you try it.