US Navy

Command Master Chief

The Optimizer Group

CEO of The Optimizer Group. We are a premier boutique focused on optimizing organizational performance. A Veteran own business.

President

Simple philosophy alert!



1. Managers are the most impactful force in modern organizations.
2. Senior leaders who can direct this force lead successful organizations.

I can help create both.

Who is this guy?

For the past 22 years, I've helped build the World's most powerful Navy. I have led impactful teams in contested environments and I'm responsible for producing over 7K leaders. 

I'm on a mission to help 10 million leaders chart a new path forward, optimize their management, and lead the charge for high performance and well-being at work.

Two more things:

1. I post daily about leadership. Share One Pro Tip. You can hit follow, and you'll see my post.

2. I am known as The Management Optimizer because it sounds better than Management Yoda.

I would like to know about you. 👋Feel free to DM me.

Cesar Rojas

Geraldine Spurway

Head of Sales & Marketing

The Spur Way LTD

We help you scale your business the right way.
With a sprinkle of magic and a lot of fun.

📈 Company & Personal Brand Building 

🏆 Performance Coaching 

🎤 Events Production  

🧘‍♀️ Corporate training

CEO & Founder

Wellnergy

Advising on the GTM strategy, strategic sales partnerships and marketing strategy of the number one wellness festival in the UK.

Strategic Advisor

Unipro 

Responsible for the rebrand and new marketing strategy for the business, including the development of the new website visual identity, creative design, messaging and copy.

Investis Digital

As an Associate Director, my role consisted of managing and developing business with key accounts amongst FTSE 250 global companies, consistently growing revenues from international customers, whilst ensuring long-term commitments from prominent companies and brands. Clients include BCA Marketplace, Michael Page, ITV, Go Compare, Standard Life Aberdeen, StageCoach, Ibstock, Just Group, Pantheon, Saffery Champness, Cineworld, Next, Boohoo, the AA, Pennon Group

Associate Director 

Reading Room

Independently built a pipeline of new business opportunities resulting in steady revenue growth, working  alongside strategists, developers and designers, following an Agile methodology. Clients include Carluccio, Visit England and Countryside Alliance.

Business Development Consultant

Journeo plc

Heading up the International sales Division, consistently developed sales opportunities resulting in a steady revenue growth and a 60% gain in the company's international market share. Designed and implemented the sales and marketing strategy for France, winning exclusive new business with the leading transport operator in France. Increased sales year on year and opened 4 new untapped territories in the EMEA region, leading 21st Century Technology to become the main telematics provider in France with clients including Keolis, RATP, Veolia.

Business Development Director - EMEA

ZZZ Corporate Accommodation

International Sales Manager

Building Top Tier Leaders & Accelerating Business Growth | Certified Breathwork & Executive Coach | 1:1 & Corporate Workshops

Everyone wants to stand out. Few know how.

I partner with CEOs, senior executives, and founders to transform them into brands people can’t stop buying from.

How I help:

✘ Brand Strategy (Personal & Company): Position your brand to scale and lead your market.

✘ Authentic Leadership & Visibility: From LinkedIn to the stage — master storytelling, stage presence, and influence.

✘ Personal Growth & Energy Mastery: Break through subconscious blocks with somatic healing & breathwork.

🏆 All workshops & events are CPD Accredited.

What I believe:

Strategy builds businesses.
Storytelling and energy create movements.
When you master both, growth becomes inevitable.

Whether it’s a keynote, a corporate workshop, a retreat, or consulting, I help leaders rise.

📩 Message me when you’re ready.

geraldine@thespurway.com

See you on the feed 🥐


Founder | Brand Director

Stories that sell: copywriting, photoshoots and videos production for CEOs, Entrepreneurs & Busy Executives.

In English 🇬🇧 & French 🇫🇷

>>> Let's position you as the expert that you are.

I’m staring at my screen and, for the first time in years, I feel invisible here.

(Repost for more women to see)

Lately, whatever I share here feels like it falls into a black hole.
A few month ago, my posts reached thousands.
Now?
I’m lucky if they scratch one thousand.
And it’s not for lack of trying.

I’ve tested everything:

→ content that previously went viral
→ storytelling, thought-leadership
→ new photos, no photos
→ long form, short form, pattern interrupts

Same result: silence.

At first I thought it was just me.
Maybe my content wasn’t landing.
Maybe the algorithm was having a mood swing.
Maybe I needed to “speak louder,” “be clearer,” “post differently.”

Then yesterday, I read Kelly Allison’s post.

And suddenly… everything clicked.

She wrote what so many women have been whispering in private messages for months:

Women’s voices are slipping off the feed.
Not gradually.
Visibly.

Women who run companies.
Women who lead teams.
Women who write with nuance softness.
Women like me …women like you.

Their reach has crashed.
Mine too.

And then came the part that shook me:

Some women experimented with changing their gender on LinkedIn.
Overnight, their reach increased.

Read. That. Again.

It’s not the stories. The writing.

It’s the gender marker attached to the voice.

In other words:

If men share feelings, it’s leadership.
If women share feelings, it’s self-reflection.

This isn’t a glitch.
This is a pattern.

And if women who speak about culture, well-being, leadership, mindset, emotion, healing, performance, and lived experience are being deprioritised… what future of work are we building?

I refuse to perform a robotic version of myself to stay visible.

So here I am.
Naming it.

I see what’s happening.
And I’m still here.

Women’s voices are not optional.
They’re not “nice to have.”
They are the pulse of modern leadership.

And I won’t be shapeshifting to fit a system that wasn’t built for us.

⸻

PS: Meet my AI twin, Gérald 💁‍♀️🤖✨

Geraldine  Spurway

CEO | Brand Strategist | Strategic Advisor | Speaker

No alternative text description for this image

People think life abroad is champagne skies and freedom on demand.

That distance is glamorous. 
That movement means happiness.

What they don’t talk about is the quiet cost.

Being far. Always being far.

We convince ourselves that time is guaranteed. 
That we’ll go back “soon.”
That love waits. 
That nothing changes when we’re not looking.

And then one call pulls the floor from under your certainties.

Yesterday morning, I called my mother.
But this time, another voice answered.
My heart dropped into my heels.
For a few seconds, everything went silent inside me. 
My heart stopped beating.

In those seconds,
money meant nothing.
Visibility meant nothing.
Achievements meant nothing.

Only one thought remained:
Please, let her be okay.

The hardest part of distance is not missing.
It’s not knowing. It’s not being able to run.
It’s the helplessness of loving
with an ocean in between.

And suddenly, every priority rearranges itself.
Quietly. Ruthlessly.

What is success, really?
A number on a screen?
Or the ability to show up in the good
and the unbearable?

Today reminded me of what actually matters.
Not later. Now.

Distance teaches you what matters the hard way. 
Not through milestones. 
Through moments that take your breath away.

Hold your people close.
Even when you’re far. 🫶

P.S: Ready to fly back home.

Your personal brand isn’t built on LinkedIn.

It’s built in the mirror.


Pause there for a second.

Before people feel your post:
they feel your frequency.

So if you want a magnetic brand,

don’t start with strategy.

Start with charisma.

Ask yourself:

→ How does the next-level you walk into a room?

→ What scent does she choose when she wants to be remembered?

→ How does her voice land when she speaks with certainty?

→ What’s the texture of her energy when she’s fully embodied?

Personal brand isn’t a performance.
It’s a permission slip,
to become her.

Fully.

PS: My reach on LinkedIn feels like swimming against the tides these days, while my Instagram is flying. 

A little honesty for the collective nervous system doesn’t hurt 😉

Most speaking coaches rehearse the words.

I rehearse the identity.

Before every client steps on stage,
we spend 20 minutes breathing.
Visualizing.
Rewiring.

Because when the moment comes,
the body doesn’t rise to the slides.
it rises to what feels familiar.

Three of my clients are speaking today at TEDx Wood Lane in London.

And no, we didn’t start with PowerPoints.

We started with PRESENCE.

↳ We mastered the script.
↳ We embedded storytelling.
↳ We rehearsed rhythm, tone, and silence….

..until the story breathed on its own.

Then I asked them to do the hardest thing of all:

→ To forget the script.

→ To enjoy the moment.

Powerful storytelling isn’t about performance.

It’s about ENERGY in motion.

That’s where my Story Arc™ comes in - the framework I created to transform words into resonance:

✨ The Spark — the hook that ignites curiosity.
⚡ The Shift — the rupture that creates emotion.
💓 The Pulse — the pivotal moment where truth lands.
🚀 The Rise — the embodiment of transformation.

This is what we practiced.
Over and over.
Until the mind quieted.
And the message took the stage.

Can not wait to see them perform.
Ever thought about doing a TEDx?

~

P.S: I am not a speaking coach, I am a dancer. I help leaders embody their truth : on stage, on LinkedIn, and beyond.

~ Pics of my clients smashing it at TEDxWoodLane / Women  yesterday in the comments. And yes, I had a little cry watching them blossom on stage.

CEO | Brand Strategist | Performance Coach | Redefining Human Leadership for a Global Impact | International Speaker

There’s a moment every mentor lives for:
the day your clients don’t just deliver… they become.

This week at TEDxWoodLane / Women in London organised by the incredible Anna Kalbasko and Sandeep Krishnappa, I witnessed something powerful.

The room wasn’t loud. No ego.

Just presence. Purpose.

Women redefining what leadership truly means, from the inside out.

A kind of strength that comes from within.

Three of my clients stood on that red dot,
sharing stories of skincare, sustainability, and turning their mess into their message.

I thought I knew what it meant to be on stage.
I didn’t expect to cry …

…but watching them bloom brought me to tears.

And this reminded me:

leadership is not about being seen.
it’s about helping others rise with you.

When women come together,

we don’t just change the room,

we raise the frequency of what’s possible.

(You’ll only see smiles in these pictures 🤩)

P.S: You don’t need to shout about your work : let it speak for you 🎤🔥

Some rooms don’t need an audience to hold power. 

Last night reminded me of that.

A private women’s dinner in London.
Champagne on arrival.
A quiet room. Beautiful energy.

Ten minutes in, I’m invited to a black-tie party and a private lunch.
Twenty minutes later, someone asks if I know anyone selling a hotel in the South of France… 

Around the table:

- A founder raising for the first time after nine years
- My first ever coach, ex-banker teaching women how to grow generational wealth.
- A lawyer turned governance expert

Women raising capital.
Women diversifying empires.
Women advising on governance, wealth…
Women who don’t need to post a single thing online to be influential.

And it hit me:

These women aren’t “visible” online.
They’re powerful offline.

We spoke about portfolio strategy, angel rounds, legacy planning, how you can open a pension for a child with £250/month (news to me).

No noise.
No performance.
No “look how successful I am.”

Just power. Quiet power. 
The kind that doesn’t need an audience.

A few women asked for my business card.
I didn’t have one.

I had… LinkedIn.

And guess what?

Most of them don’t post on LinkedIn.
They operate in private circles.
Closed-door networks...

the opposite of the nouveau-riche “look at my life” energy online.

It made me realise something:

The conversations I love - wealth, identity, legacy, investing, feminine leadership - they happen off-feed.

In rooms where deals start with trust, not visibility.

There’s a bigger conversation unfolding for women in business.

If you want to be part of it, join my newsletter to join my next private event, where these rooms begin.

https://lnkd.in/eqrud725

~

PS: Business cards. Ordering them today.

I did not prepare this post.
( I know, shocking)

No dramatic hook.
No bullet-pointed insights.

Just a quiet moment of reflection after an evening that reminded me what it means to be in the right room.

I was invited to the Mayfair Collective  ball in London by the amazing Corina Goetz.

Not for business.
Not to network.
Not to be seen.

I accepted because something about the invitation felt real, intentional.

The room was beautiful.
The people, even more so.
But what truly stood out was the atmosphere: elegant, intelligent, generous.

No one asked, “So, what do you do?”
Instead, we spoke about ideas. Transitions. Quiet power.
Legacy-building without the noise.
The kind of conversations that stay with you long after the music fades.

There is a quiet confidence in spaces like that.
Where people listen more than they speak.
Where presence is the only currency that matters.

I left feeling inspired and reminded of this:

The right people. The right room. The right moment.

That is where the magic lives.

No call to action. No lead magnet. No “connect with me below.”

Just a reflection:

Put yourself in more rooms that lift you.
You never know who you will walk away with.

P.S: Ever been to a black tie ball before?

Most people chase acceleration.
No one teaches you how to slow down.

For two years, I walked past a glass building:
Doors opening. Ideas unfolding. People in motion.

Every time I passed it, a vision in my mind: 
“One day, I’ll bring stillness into this space.”

Last week, I stopped dreaming.
I walked in.

I met Laith Anezi  co-founder of London GreenCity the UK’s first development-stage accelerator for climate tech entrepreneurs.

We talked for 20 minutes.

One sentence changed everything:

“Why don’t you host it here?”

Not a wellness centre.
Not a yoga studio.
An accelerator.

A place built for speed… learning to slow down.

People take 3 months to plan an event.
Call me crazy, I’m launching mine in 10 days.

Next Tuesday. One evening. One room. One shift.

For the first time ever….

A wellbeing experience inside a startup accelerator.

Not to escape life, but to reconnect, fully present.

Wellbeing isn’t a perk.
It’s a performance strategy.

Framework I live by:

1. Follow the energy

2. Decide publicly

3. Build while flying

If part of you whispered “I need this,”
DM me to join us. 

This city runs fast.
Your power lives in the pause.

🗓 Tuesday, 18 November - 6PM

📍 London GreenCity 

🎟 RSVP - Seats are limited

🔗 First come, first seated (link in comments)

You walk past a vision
Until the day you don’t.

🤍🚀

pov: you’re raising your prices…

but your identity is still charging last year’s rates.

That’s the real pattern no one talks about.

You raise your rates…
but then you justify every line.
You overdeliver to “make it worth it.”
You discount even when no one asked.

This isn’t a pricing problem.
It’s a worthiness leak.

Money responds to frequency.
Clients respond to certainty.

When your identity expands,
your numbers rise without negotiation.

Raise your rates after you raise your frequency.

Then let your brand, your voice, your presence….

match the leader. you’re becoming.

Alignment first → Pricing second → Power always.

PS: if selfies boost reach, then today’s algorithm is about to be very happy.

~ 

“Call To Action”: follow me on Instagram and join my newsletter, we are in rented space here:

https://lnkd.in/eqrud725

A client closed a 6-figure partnership from ONE conversation.

But the story didn’t start there.**

It started months earlier…

A woman who didn’t have a big audience.
Didn’t have flashy funnels.
Didn’t shout online.

She just showed up:
clearly, consistently.

Her content didn’t brag.
It revealed what she stood for.
It made her memorable in a sea of noise.

When an investor saw her speak on a panel,
something clicked instantly.

→ They recognised the tone of her voice.
→ The confidence in her presence.
→ The clarity in her thinking.

They had already been reading her words for months.

By the time they met her,
the trust was already built.

The call?
A formality.

Most people think opportunities happen “in the meeting.”

But founders know the truth:

Opportunities happen in the months before it :

→ in your story,
→ in your positioning,
→ in how you make people feel

That’s the real leverage:

Not louder messaging, but sharper positioning.

That’s how leaders rise: quietly, consistently, unmistakably.

P.S: Watching my client rise on TEDx stage last week. Proud moment.

If there’s one thing i’ve learned after mentoring hundreds of leaders, it’s this:

most people don’t fail because they’re not capable.
they fail because they keep dimming the very power that would set them free.

the worst part?
they know it.
they feel it.
and they still hide.

the leaders you admire aren’t necessarily more gifted, more qualified, or more “ready.”
they’re simply done negotiating with their fear.

they chose visibility over perfection.
alignment over approval.
energy over excuses.

they looked at someone shining online and thought:

“why not me?”
and actually meant it.

meanwhile, someone with half your experience and a fraction of your brilliance is out there, getting the clients, the opportunities, the spotlight…

you keep telling yourself you’re “not ready for.”

harsh? yes.
but it’s energetically accurate.

so if you’ve been sitting on your story, your genius, your voice…
if you’ve been waiting for the perfect plan, the perfect brand, the perfect moment?

STOP.

own the power you keep pretending you don’t have.
show up with the energy of someone who knows they’re meant to be seen.

because if your vision chose you,
why wouldn’t you choose it back?
 
P.S: In Paris with Joei Chan.✨, celebrating our next milestone with tea and olives.

Kim Kardashian’s new show got a ZERO rating.
(Yes, zero. Let that sink in.)

She’s still one of the biggest stars in the world.

Still woke up rich, famous, and unbothered.

Visibility dips. Algorithms wobble.

So chill.
You’re going to be fine.
Even if only a few people like you.🫶

Your strongest moments aren’t the ones you post.

They’re the ones no one ever sees.

Behind the scenes, I’m not always loud.
Some days I don’t feel profound.
Or poetic. Or powerful.

But I’m still becoming. Still breathing.
Still showing up in the spaces that don’t ask for proof.

Like last night’s event,
the one I built in only 10 days,
when old me would have spent 12 weeks.

I trusted myself.
I didn’t film much.
I trusted the moment.
I trusted the photographer.

And while I haven’t talked about it here yet,
the real magic of it lives off-camera anyway.

(stories on Instagram if you want a glimpse)

This is where a brand is really built:

in the in-between.
In the quiet courage.
In the work no one claps for.

The transformation happens long before the post does.

P.S: Thank you so much London GreenCity for having me. Pics (and story ) incoming soon.

“I’m doing all the things, and it’s not working.”

(p.s: I build brands by day AND run wellness events by passion.)

I hear this all the time:

→ I’m posting consistently.
→ I’m having the conversations.
→ I’m showing up every day. 

And still… nothing.

That’s when you learn the hard truth:

Doing the thing isn’t enough. 
You have to do it at a level of excellence.

And that’s where most people get stuck.

You think you’re “doing everything right.” 

But are you?

In some industries, second place gets nothing.

→ The difference between Olympic bronze and fourth place? A fraction of a second.

→ The difference between going viral and crickets? A sharper hook.

→ The difference between a full client roster and struggling? The right offer.

You don’t need a complete overhaul.
You just need to be a little bit better.

And that’s where the magic happens.

p.s.s: like, save and comment if you enjoyed this post. We, small business, need you.

Before you outsource your content: integrate your story.

AI can replicate your tone.
It can learn your syntax, pacing, language.
But it cannot channel your becoming.

Don’t delegate your voice
until you’ve embodied it.

Every word you post 
is an extension of your nervous system.
Calibrate there first.

Then let the tools
amplify the truth
you already hold.

If this landed, don’t scroll.

Repost it for the people who still think AI is the only voice.

P.S: Post fully written with AI. But real pic 🫶

Most people think you need a massive audience to get noticed.

(You don’t )

Someone could open a brand-new account today, post with precision, and reach millions faster than ever before.

I’ve seen it happen.

No connections.
No lucky break.
No farming pods.

Just one unfair advantage:

They understood attention.

→ Strong hooks
→ High retention
→ Relentless consistency

That’s the game now.

Not who you know.
What you create.

I built my audience the same way.

No inherited network.
No overnight virality.
Just repetition, refinement, 
and showing up when it felt quiet.

Here’s the part most people forget:

The algorithm doesn’t care about your title.
It doesn’t care about your past.
It only cares about one thing:

Does your content make people stop?

So if you’re waiting to be “big enough” to start posting:

Stop waiting.
Start now.
Write today.
Publish messy.
Refine in public.

Small audiences still have big impact.

P.S: Tag your favourite small creator below 👇🏻 
They are my fav to support 🫶

Main character energy is the new power game. 

Perfection no longer is. 

Let me explain:

2015:  brands were built to impress.
2025: brands are built to express.

Marketing 1.0 → polished campaigns, perfect grids, rehearsed tone.
Marketing 2.0 → emotion, energy, and embodied storytelling.

The Anine Bing Winter 2025 campaign says it all: 

→ Presence over perfection.
→ Structured layers. Lived-in emotion.
→ An ode to authenticity and strength.

We’ve entered a new era, where real influence comes from connection.
﻿Perfect doesn’t perform anymore.
Polished doesn’t convert.

→ Authentic edge does.

People no longer buy products:
They buy presence they can feel.

My 2026 prediction:

The brands that win won’t be the perfect ones,  but the most alive.
A reminder that the most effortless style and strategy comes from within.

I will share all my predictions here → https://lnkd.in/eqrud725

P.S: How good this campaign is? 🔥

taplio

The Battle

Cesar Rojas

Geraldine Spurway

Followers

Posts

Engagements

Likes

Performance ScoreGeraldine Spurway's LinkedIn Performance

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taplio

The Battle

Cesar Rojas

Geraldine Spurway

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Geraldine Spurway's LinkedIn Performance

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Performance ScoreGeraldine Spurway's LinkedIn Performance