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My 14 years’ experience of growing a business from £0-£100m as well as the life that goes with it.

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Simon Says

Winformation This Week...

It’s Halloween, but I’ll be honest the scariest trend I’m seeing at the moment is that these days apparently everyone’s now a “brand”. Founders, freelancers, even your local barista has a ring light out the back.

Honestly, I'm so glad it wasn't really a thing like it is now when I started my business career back in 2011. It meant rather than spending most of the week trying to look successful, me and my cofounders spent our time building something to actually make us (and in the years after hundreds of others) truly successful. Social media rewards the performance not the process.

It can be a very slippery slope for newer business owners these days. But it can represent a huge opportunity for those willing to lock themselves away and first build a business worth talking about. Below, in today’s One Idea to Win in Business we look at why and how to build the business before you build the persona.

As the pumpkin guts gets chucked in the bin and some sickos think about getting the Christmas decks prematurely out of the loft here’s what’s really happening: goal-setting season is upon us. 

Before you pose yourself the question “What the hell am I going to smash next year?”, slow down. First, you need to define “success”. That word gets thrown around like confetti, but what does it actually mean for you? 

Because here’s the thing: a lot of people flake on their goals not because they’re lazy or can’t focus, they simply set them for someone else. They grabbed someone else’s scorecard. and we all have different scorecards!  

So today, in this One Idea to Win in Life, we’re not talking about vague motivations. We’re talking about getting real, defining your version of success. It’s time to stop chasing someone else’s trophy!  

One Idea to Win in Business

Something To Earn Credibility

The Persona Paradox: Why Personal Branding Before Business Fails & What to Do Instead

The sheer number of business operators or start up founders wanting to build a personal brand before they have built a business is laughable. It’s everywhere. “if you don't have a personal brand, you don't have a business brand”. I’m sorry I just don’t agree. Big opportunity here for people prepared to do it the old school way. Business first, personal brand later. Here's why and how this should be done. Let’s go... 

The Problem – The Persona Paradox - You can’t scale a personal brand that isn’t built on something real. This “guru” economy that has just in my opinion become totally ridiculous and border line laughable since the pandemic has everyone chasing attention rather than customers.  

There are so many out there who’s image is growing faster than their actual results. And what they are building is a house built on flimsy likes, comments and shares.  

I met a guy a few months ago who had a decent sized online following. His socials have more shots of his laptop next to a latte than there is actual tangible evidence of anything being built. “Leave him to it” most would say. I would agree, the issue is he’s fund raised for a start-up that he says is “pre-revenue” - this means he’s managed to get people to invest in a business that basically doesn't exist whilst he’s spending a large amount of his week making reels about owning a business. Clown.  

The Truth – The strongest personal brands come from doing something worth talking about. Imagine where we would be if Jeff Bezos spent the early 2000s posting quotes rather than building Amazon.  

Focus on core mechanics. Your offer, delivery, team, cash flow and customer results. When your business starts winning, share the journey (the ups and the downs) and your brand will grow by default, not be design.  

Shift! From Performer to Builder – The people who genuinely kill it don’t build credibility by flexing on social media they build it on competence. Share the lessons you’ve actually learned, not the “lifestyle” photos that scream rented office and iPhone on tripod. Real success isn’t staged, it’s earned. 

What to Do Instead – Build systems before followers. When you post, focus on the customer successes and not self-congratulation. Build authenticity by talking about what you’ve learned, not what you’ve achieved. Your personal brand should be a marketing tool, not the product itself.  

So... – Influence without the infrastructure below it is just noise. Your personal brand can open doors, but your business is the doorstop that has to keep it open.  

Whilst others are to post yet another “CEO morning routine” - I know that you will be building something worth waking up for!

One Idea to Win in Life

Something To Change Your 2026

Gap Analysis for Your Dream Life: How to Know What Success Really Means for You

When you’re starting out in anything; life, work, a business you want to be successful. I know I did. And let me tell you, impatience is in even shorter supply than cash. Back in the early days, I remember driving a car that was worth less than some people’s trainers and getting plenty of unwanted “advice” from people enjoying my struggles a little too much.

That’s why it’s crucial to define what success actually means to you. It’s your North Star when times get tough.

Reflect on Peak Moments

Think back to times in your life when you felt truly fulfilled, proud, or happy. What were you doing? Who were you with? The patterns in those moments reveal what truly matters to you.

Identify Your Non-Negotiables

Make a list of things you absolutely won’t compromise on. This could be health, family, integrity, creativity, freedom, travel etc. These are the anchors that define your version of success.

Death Bed Thinking

Morbid I know, but imagine being 95 (if you're lucky), and ask yourself: when I’m old and looking back, what do I want to have accomplished? How do I want people to remember me? Thinking about your legacy helps clarify what success really is beyond money or status.

Write Your Ideal Day

Imagine 3-5 years from now, what would your perfect day look like from start to finish. Where are you, who are you with, what are you doing? Writing this down helps highlight your core values and what a successful life would feel like.

Your Typical Day

Where are you currently at? Write down what your typical day now looks like. Don’t sugar coat it. Be truthful. Make sure the text is roughly the same word count as the perfect day.

Gap Analysis

Taking your perfect day, and your typical day compare them. Taking everything else into account including peak moments, death bed thinking and your non-negotiables, identify the (probably huge) gaps in where you are and where you need to go.

Success Becomes Clear

Now you know what success to you looks like (for you), you are free to set the progress millstones (goals) that will help you move a step close to this future vision day by day.

Test and Reflect

Try new experiences, take on challenges, and pay attention to how they make you feel. Success isn’t just an idea, it’s experiential. Reflecting on what excites, energises, or drains you helps refine your definition.

Win or Wonder?

Ask Me a Question…

No matter where you are on this mad journey. Starting out, scaling up, or somewhere in the messy middle feel free to ask me anything.

Business, life or mindset, I read and reply to every question. The best ones will get featured in future editions of Winformation, with your permission of course!

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Until next week! 

Let’s win, together!