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Brand Values are the guiding principles that shape every aspect of your business.

This is a core value of mine in two ways.

Firstly, my business IS an adventure for me.

I am exploring what I am capable of, I am finding new ways to do things and I am having new experiences every day.

Secondly, I’m an adventurous person and I set this business up to give me the flexibility to go on more adventures!

This photo is from when I hiked the Laugavegur trail in Iceland over 2 days as part of an Action Challenge endurance event!


My friends call me The Wise Owl 🦉

Wisdom for me is more than just knowledge; it is a mixture of experience led judgement, knowledge and empathy. These are all things I bring when I am working with people.

Knowledge is the information you have learned, while wisdom is the ability to use that knowledge in a profound way. So, knowledge is a part and wisdom is the whole. Wisdom goes beyond learning facts and includes making sense of those facts.

The way that I work is very focussed on taking our knowledge and using it to implement change. It is about process, not about facts.


Courage for me goes hand in hand with adventure.

Courage is the strength to venture, persevere, and withstand danger, fear, or difficulty.

Starting a new business, especially without the safety net of a salary alongside it, is terrifying. But it is also LIBERATING and overcoming a fear is far stronger than never having one in the first place.

There is also courage in my clients; to admit they need help, to open up to advice, to sometimes hear that they are wrong and be open to advice on how they can implement change.


For me, this is about more than honesty and trust because I, perhaps naïvely, believe that everyone should have those qualities.

This is about doing the right thing because it is the right thing to do.

Whether that makes money or not.

I have turned clients away because I am not the right person for them. I could have taken them on and made money but I wanted them to have the right person for the job they needed doing.

I will always have the best intentions of my clients at the very heart of what I do.


I often joke that the 5th value of my business is laziness!

I love adventure and excitement but I also love to chill out with a book or just lie on a beach doing nothing.

It means I have built a business where efficiency and process are key – I want to get the work done, but I want it done quickly enough that I can enjoy my life outside of work!

When I see coaches/experts shouting about the 12 hour day they have worked and how it proves that they really want and deserve their success, it makes me cringe.

It might be a cliché, but I work to live, I don’t live to work!

What are your core values? Do any of mine resonate with you?

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