Average is everywhere.

Create An Extraordinary Business

My story

We all experience life defining moments that forever alter the direction of our lives.
If you’re self aware, you realise that these moments direct us towards happiness or angst, freedom or despair.

Right now, here, as you read this, a key life defining moment is happening for you.
You’re planning to start your own business because you have valuable skills. Or there are things you want to change about your life, to leave a legacy.

This amazing business idea consumes you. You KNOW it will work. You brag about it, stare at logos, brands, websites and potential competitors like a junkie looking for their next fix.

Nothing else matters and guess what, single minded people like you aren’t much fun to be around!

I know, because I was one and I still am.

It’s caused me pain, disconnection and loss, but creating an extraordinary business has been the cornerstone of purpose, passion and abundance in my life.

But here’s the kick in your face.
Write your awesome label here.

You Don’t Have All The Skills You Need 

You’re already an expert at something. You may have a Masters, qualifications, years of excellent commercial experience, experts to call upon and investors falling over themselves to back you.

But what about all the other critical business skills that you desperately need urgently but don’t know how to get, or worse, you don’t know you need until it’s too late?
Three burning questions

Wherever you are in the stages of starting your business, there are hundreds of thousands of people all round the world, just like you, lying awake at night with three burning questions.

1. Do I really have what it takes to make my business an extraordinary success?
2. What if I don't get enough customers?
3. What happens if things don’t work out and I lose everything?

What if you knew the answers to those questions and knew you couldn’t fail? I’m going to make you a bold promise.

A series of life defining moments uncovered long held secrets hidden in plain sight led me to create an extraordinary business.
I will show you how to create a business that truly makes your competitors irrelevant, has loyal customers lining up BEFORE you even start trading and one where you’ll be delightfully fulfilled, not just in your work but your personal relationships too.

You’ll be more creative, more generous and as you learn and implement this unique approach, you’ll develop mastery of your skills, knowledge and competencies.


But it’s only for those of you who “get it”. And here’s why.

Imagine you’re one of a hundred new entrepreneurs in a room, all with brilliant business ideas. Thanks to AI, the Internet and Lord Google, you all have exactly the same access to customers around the world, the same avenues to funding, technology and marketing resources as everyone else in the room.
Of course, almost all of you will get what you WANT to start your business but not all of you will get what you NEED to create an extraordinary business.
So you will end up with an average business.
You’ll refuse to accept it now, but you’ll be sucked into a cycle of advertising the same undifferentiated products and services, switching enthusiastically and ineffectually between promoting features, benefits and price.

Uninspiring, isn’t it?

Write your awesome label here.
"What is Hell? Hell is oneself.
Hell is alone, the other figures in it merely projections".
T S ELIOT
It is part of the universal human condition that millions of people around the world start new businesses with hope, passion, a positive attitude, will power and drive.

I’m here to tell you that these qualities don’t work. They don’t get you customers. You will end up broke. I’ve researched this endlessly and in depth.
I have travelled to over 50 cities and countries and everywhere I go, I see dead and dying businesses, thousands of them, many unaware of the invisible hand of failure slowly gripping their businesses and lives in a death grip.

And when the end comes, what happens to these desperate dejected people?

In Dante’s Divine Comedy, Inferno opens with a level where those who have done nothing in life are doomed to live permanently. The fourth level of Hell contains people who hoarded money or wasted it, condemned to fight each other barbarically and forever.

This hell occurs in life too, when a business fails, starting a cycle of despair, financial meltdown and wasted resources.

The difference between ordinary and extraordinary is that "extra".

There is a formula that large, successful companies consistently use that works for start ups and it’s an open secret!

I worked for, and with, some of the world’s best companies, took the best of what they do and started my own business, generating $3.6m in revenues in less than 20 months.

I want to teach you how to do exactly what they do to achieve awesome growth, loyal customers and cash – but faster, cheaper and more effectively than they do.
Write your awesome label here.

"Successful people do what unsuccessful people are unwilling to do".
— Jeff Olsen.
GE. Safeway. McKinsey. Siemens. NCR. DHL. Diageo. Accenture. Kantar. Azets. Shell.I’ve either worked for, or with, all of them and there are five things that they all possess and do consistently well that will make your business a success if you can implement them:
  • They all have a genuine, highly differentiated, “go to market” proposition, which is all about outstanding products, services and brands that command higher prices and better margins.
  • They understand in excruciating detail who their target market and audience is and focus exclusively on understanding WHY their customers buy from them, conducting detailed research, deep dives, focus groups and they use that feedback to make constant improvements to their operations.
  • They relentlessly engage prospects and customers and continually seek to create an extraordinary customer experience that keeps customers coming back even if their competitors are cheaper or bigger.
  • They have detailed, systematic, well resourced business plans that clearly identify the opportunity, the target market, diligently applied resources plans (finance, skills, competencies and materials) and orchestrated interactions between all the stakeholders needed for successful product or service delivery.
  • They have flawless implementation and orchestration. The intelligent design of products, services, business solutions and campaigns is connected to delivery mechanisms that eliminate faults, failure and shoddy execution everywhere along the process. Huge emphasis is placed on outstanding delivery and customer care, service guarantees and project completion.
Write your awesome label here.

So what?

The more sceptical amongst you will say it’s, “common sense”, but as Brendon Burchard says, “common sense is often not common practice”.
It may have taken some of these companies over a hundred years to refine their portfolios to become world leaders but over the next few months, we will work together to easily and quickly implement the strategies, tips, techniques, tools and tactics that will make your business stand out, attract loyal customers and mystify your competitors.
And yes, you will have challenges and problems in getting there; you will take some risks and occasionally break the rules.
So work with me and take control over the direction of your life by creating an extraordinary business that continually engages and inspires you to push yourself, to combine purpose, passion and profits in a way brings out the best in you.
When you do that, when you challenge yourself and stretch yourself, then you will have a truly purposeful life.

It hurts, but it’s OK: Three more important life defining moments

You Really Piss Me Off and I Hate You
I was absolutely devastated. I had been humiliated, offended, bruised and made to feel worthless. But in the despair that I felt in that moment were the seeds of my amazing success.

I sent a survey questionnaire to three hundred customers after six months of trading and invited thirty of my high spending customers to a cheese and wine evening at one of my stores to take part in an informal focus group.
Write your awesome label here.
I wanted to know what they thought of my business, our service and what they wanted their ideal customer experience to be. Here are just five comments from what was a very long, painful evening.

1. “Actually, I find a lot of your communication to me very confusing and most of it is excruciatingly dull. Can’t you talk to me more clearly and make it more interesting? If you’re just going to email “blast” me, then don’t be surprised I treat it as spam.

2. I usually don’t trust anyone when I shop. You’re all the same but show me how I can trust you because I really like what you do. What will you do that’s different to everyone else?

3. I’ve bought holidays from you twice and I get angry when I see you treating another customer better than me, especially if they’re a new customer. Why do you do that?

4. You make me feel like an idiot and I don’t like that. Some of your holiday combinations are complex and I get anxious about being embarrassed or made to look silly if I don’t understand what you say. I might even pay more if you don’t make me feel anxious or stressed by packaging my holiday into a tailormade one (ready to use and easy to understand).

5. I get really enraged when you or your staff answers the phone while I’m speaking to you or them face to face. It’s disgustingly rude. Don’t you have voicemail? Why do you assume that the person on the phone is more important than someone standing in front of you?
Those thirty people changed the way I thought of how an extraordinary business should be run and in the Ultimate Startup Blueprint, we will cover every single aspect of how their forty hostile outbursts, waspish rants and tender comments will transform your business into an extraordinary one.
Lesson one: 
Lesson two:
Lesson three:

Lesson one: “You Really Piss me off…“
Transform your business into an extraordinary one

Two games, two goals. 

I’ve always had a strong drive for achievement and when an ice rink was built in my hometown and an ice hockey team magically appeared, I was hooked!

Over an entire year, I taught myself to skate, started practicing like mad and after a year of nonstop practice, got to train with the Jets. I was delighted with my two training games, scoring a goal in each game.

Gary, the coach, called me over after the session.

"Chris," he said, " in ice hockey there are “A” grade players and “B” grade players".

"Yes?" I said, my heart bursting with hope and excitement.

"Sorry buddy, but you'll always gonna be a C grade player - it's time you quit!"

Lesson two: Two games and two goals
don’t waste your time being average.

“Love is hard to find, hard to keep and hard to forget”.
Alysha Speer

I learned about love and fear in one shocking incident. I learned about the importance of living with purpose, loving deeply and the fragility of life in another.

One hot summer’s day, my wife took a long drink from a glass, unaware of the wasp in the glass that then stung her inside her throat. I heard the shattering glass from another room and ran to her as she struggled for breath.

I couldn’t wait for an ambulance and picked her up, my three year old son and risked many more lives by driving through every stop sign to get her to the hospital as she slowly started to die.

Everything after that was a haze – the paramedics grabbing her limp body, the shouting, my wide eyed son, the anxious faces, the whining and thumping sound of the defibrillators….

As I held my son tightly, weeping silently, my fears, hopes, memories, dreams and prayers all merged into one.
Time stopped.

She survived and I have thanked God many times when I think of that dreadful day.
Our marriage, sadly, did not but I have kept the beautiful memories of our time together.
Fast forward in time.

I sat in a London restaurant, looking outside whilst I ate. A middle aged, dishevelled, desperate woman looked in, making a silent motion with her hand pleading for money.

A beautiful woman with two children near me beckoned her in and gave her a surprising amount of money. She then asked the forlorn woman whether she’d eaten and when she found out she hadn’t, she immediately asked her to join her two sons and ordered a meal to share with them.

They talked animatedly as one mother to another, as if they’d been friends for many years.

I used to wonder why God brings the hungry, the thirsty and the homeless into our lives. That day I knew why.
The perfection He seeks in us is how we react to these people and that beautiful woman and her two boys reached their level of God’s perfection.

That day, I learned the meaning of loving deeply. I hope it’s not too late for me.

Lesson three: Life is fragile.
I hope it’s not too late for me.

Your business is a reflection of who you are.

To achieve your purpose in life, you must set goals to become everything you are capable of achieving by being engaged with something, such as an extraordinary business, that is more than just about creating profits, that challenges you beyond your current level, that stretches you to the point where you look forward to every day.

If your purpose involves you setting up a business, don’t just create an ordinary business.

Create an extraordinary business.
Write your awesome label here.
NUMBER OF HAPPY CLIENTS
200+
COACHING CERTIFICATIONS
3
Number of goals achieved
1000+

What my clients have to say

Sue's coaching has had a major impact to my life. She is so supportive and responsible, and led me to some life changes that I would have never achieved by myself.
Julia Stobbard
Sue'a approach to my difficulties was excellent. She did a great job in organizing priorities and communicating the right approach to me, which led to some impressive results in my life.
Rob Stevens
I am simply amazed with how Sue managed to lead me to achieving some things that I've been failing to achieve by myself for so many years. I can't wait to see what happens next.......
Kaisha Salas
Created with