Getting Senior Leaders to Optimal Performance and Sustainable Growth Without Burnout

You’re capable, experienced, and used to handling pressure. Yet certain moments quietly destabilise even strong leaders.
► When you step into a new role and realise the rules have changed
► When a restructuring, missed promotion, or sudden shift knocks confidence more than you admit
► When performance still looks “fine”, but decision-making feels heavier and slower than it should

These moments don’t look dramatic from the outside. 
They look like coping.

And this is where many leaders hesitate —
waiting for clarity to return on its own,
until the cost shows up as loss of judgment, credibility, or energy.

👉 This is where my work begins.
I partner with senior leaders and leadership teams during high-stakes transitions — where clarity, authority, and direction matter more than speed.

My clients typically come to this point when they need to:

✔️ Make clear, grounded decisions under pressure 
✔️ Re-establish authority and presence in a new or changing role 
✔️ Navigate career transitions or restructuring without loss of momentum 
✔️ Lead teams through complexity, transformation, or sustained change 
✔️ Perform at a high level without sacrificing health, focus, or integrity

I bring 17+ years of experience from Fortune 500 organisations (P&G, General Mills, GSK, Syngenta), combined with professional executive coaching and mentoring (ICF PCC, EMCC SP). 

I understand the realities of senior leadership — competing priorities, political complexity, and the expectation to “hold it together” while everything shifts.

My clients often describe the biggest shift not as improved performance alone — but as clearer thinking, steadier confidence, and the ability to lead without constantly operating in reactive mode.

If you’re navigating a meaningful transition — whether you’re still in role or between chapters — and sense that waiting is no longer the right strategy, you’re welcome to message me here on LinkedIn to explore whether working together makes sense.

— 
🌐 tatianarueff.com 
📩 tatiana@tatianarueff.com 

For organisations, I also design and deliver senior leadership workshops and keynotes on leading through high-stakes transitions — enabling sustainable performance, clarity, and resilience under pressure.

Tatiana Rueff

𝐓𝐡𝐞𝐫𝐞’𝐬 𝐚 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐦𝐨𝐫𝐞
𝐚𝐧𝐝 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐜𝐥𝐞𝐚𝐫𝐥𝐲 𝐞𝐧𝐨𝐮𝐠𝐡 𝐭𝐨 𝐚𝐜𝐭.

Most of the leaders I work with aren’t stuck 
because they are not thinking enough.

They see what’s no longer working.
They understand the implications.
They have ideas to test.
They’ve thought it through - repeatedly.

What’s missing isn’t insight.

It’s a space where clarity turns into decisions,
and decisions turn into movement -
without rushing, proving, or forcing outcomes.

Some moments don’t need more effort.
They need the right kind of containment.

P.S. If something you’ve been circling feels ready to be addressed, this is the kind of transition that benefits from the right container.

Partnering with Leaders through High-Stakes Transitions | Clear Decisions & Sustainable Growth under Pressure | Executive & Leadership Transition Coach (ICF PCC) | Ex-Fortune 500

Tatiana Rueff, Executive and Leadership Transition Coach, standing in a snowy mountain village, looking calmly at the camera, with alpine houses and snow-covered peaks (Mont Blanc) behind her on a clear winter day.

𝐓𝐡𝐞 𝐡𝐚𝐫𝐝𝐞𝐬𝐭 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐚 𝐜𝐚𝐫𝐞𝐞𝐫 𝐭𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧
𝐢𝐬 𝐧𝐨𝐭 𝐤𝐧𝐨𝐰𝐢𝐧𝐠 𝐡𝐨𝐰 𝐥𝐨𝐧𝐠 𝐢𝐭 𝐰𝐢𝐥𝐥 𝐭𝐚𝐤𝐞.

Between roles many leaders feel an invisible clock ticking.

They don’t want to rush.
They don’t want to repeat old patterns.
But they also don’t want to get stuck.

So they stay busy instead.

Networking.
Thinking.
Sending applications daily.
Scrolling LinkedIn.

Yet the discomfort isn’t really about time.
It’s about not having enough structure for the transition.

Without that, even thoughtful leaders start doubting themselves.

This is where transitions quietly stretch longer than necessary -
not because skills are missing,
but because support is.

P.S. Being between chapters isn’t a gap to fill. 
It’s a phase to take seriously.

A quiet home office with a wooden desk by a window, a beige leather chair slightly pulled back, an open laptop displaying emails, a notebook and pen, a coffee mug, and a digital clock showing 13:30, suggesting a paused workday and time passing.

𝐋𝐢𝐟𝐞 𝐢𝐬𝐧’𝐭 𝐚 𝐪𝐮𝐢𝐞𝐭 𝐥𝐚𝐤𝐞.
𝐈𝐭’𝐬 𝐚𝐧 𝐨𝐜𝐞𝐚𝐧.

And waiting won’t make it calmer.

Many people are waiting.

Waiting for the market to improve.
Waiting for work to slow down.
Waiting for life to feel easier before they finally breathe again.

They hope the waters will calm.

But life is rarely a quiet lake.
Most of the time, it’s a wavy ocean - 
unpredictable, demanding, alive.

And while you’re waiting for perfect conditions,
your life is still passing by.

Sustainable growth doesn’t come from hoping the waves disappear.
It comes from learning how to surf.

From building balance, clarity, and resilience 𝘪𝘯𝘴𝘪𝘥𝘦 you -
so you can navigate change without burning out
and even enjoy the ride.

𝐓𝐡𝐞 𝐰𝐚𝐯𝐞𝐬 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦.
𝐖𝐚𝐢𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐭𝐡𝐞𝐦 𝐭𝐨 𝐬𝐭𝐨𝐩 𝐢𝐬.

P.S. Where in your life are you still waiting for “better times”?

Guiding Senior Leaders & Teams Through Transitions | From Pressure to Clarity, Confidence & Sustainable Growth | Executive & Leadership Transition Coach (ICF PCC) | Ex-Fortune 500

A split image contrasting two approaches to challenge: on the left, a person stands at the edge of a turbulent ocean, watching the waves; on the right, a surfer actively rides a large wave, moving with strength and balance.

𝐁𝐮𝐫𝐧𝐨𝐮𝐭 𝐫𝐚𝐫𝐞𝐥𝐲 𝐬𝐭𝐚𝐫𝐭𝐬 𝐰𝐢𝐭𝐡 𝐞𝐱𝐡𝐚𝐮𝐬𝐭𝐢𝐨𝐧. 
𝐈𝐭 𝐬𝐭𝐚𝐫𝐭𝐬 𝐰𝐢𝐭𝐡 𝐦𝐢𝐬𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭.

Many senior leaders don’t collapse.
They continue performing.

What changes first is something quieter.

Decisions take longer.
Recovery takes more effort.
Quality thinking time disappears.
Weekends bring more screen time than joy.

They tell themselves it’s temporary.
That pressure comes with the role.

Sometimes that’s true.
Often it’s a signal.

Sustainable growth isn’t about pushing less.
It’s about noticing when the cost is no longer worth the output.

That moment is easy to rationalise away -
until it forces a decision later, 
under worse conditions.

P.S. If the price of “doing well” has been rising for a while, it might be asking for your attention now.

Tatiana Rueff, executive and leadership transition coaching, seated on a wooden balcony overlooking snow-covered mountains and alpine houses, appearing thoughtful and composed in a calm winter setting.

𝐄𝐯𝐞𝐫𝐲 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐨𝐧 𝐚𝐧𝐧𝐨𝐮𝐧𝐜𝐞𝐦𝐞𝐧𝐭 𝐨𝐧 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚
𝐦𝐚𝐤𝐞𝐬 𝐬𝐨𝐦𝐞𝐨𝐧𝐞 𝐞𝐥𝐬𝐞 𝐪𝐮𝐢𝐞𝐭𝐥𝐲 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧 𝐭𝐡𝐞𝐢𝐫 𝐥𝐢𝐟𝐞.

Scroll through LinkedIn on any given day and you’ll see it.

New role announcements.
Promotions.
Bigger titles.
Public celebrations of progress.

Most people could make these updates invisible - 
but they don’t.

Because being seen, acknowledged, and validated matters.
That’s human.

What we don’t talk about enough is the other side of those posts.

The quiet comparison they trigger in leaders who are already carrying a lot.

𝘈𝘮 𝘐 𝘧𝘢𝘭𝘭𝘪𝘯𝘨 𝘣𝘦𝘩𝘪𝘯𝘥?
𝘞𝘩𝘺 𝘢𝘮 𝘐 𝘯𝘰𝘵 𝘵𝘩𝘦𝘳𝘦 𝘺𝘦𝘵?
𝘏𝘰𝘸 𝘥𝘪𝘥 𝘐 𝘦𝘯𝘥 𝘶𝘱 l𝘦𝘢𝘷𝘪𝘯𝘨 𝘮𝘺 𝘳𝘰𝘭𝘦 𝘸𝘩𝘪𝘭𝘦 𝘵𝘩𝘦𝘺 𝘴𝘵𝘦𝘱𝘱𝘦𝘥 𝘪𝘯𝘵𝘰 𝘮𝘪𝘯𝘦?
𝘞𝘩𝘢𝘵 𝘥𝘰𝘦𝘴 𝘵𝘩𝘪𝘴 𝘴𝘢𝘺 𝘢𝘣𝘰𝘶𝘵 𝘮𝘺 𝘷𝘢𝘭𝘶𝘦?

These questions don’t stop early in a career.

I hear them from VPs, CEOs, and founders -
especially in moments of transition.

The problem isn’t ambition.

The problem is the false idea that there’s a universal success ladder we’re supposed to follow.

There isn’t.

Careers are not straight lines.
They pause, accelerate, reset, and sometimes fall apart - 
often for reasons far beyond effort or talent.

When you measure yourself against someone else’s highlight reel, you risk seeing personal failure where there is none.

You’re not late.
You’re not early.

You are where your life has brought you - 
and you still get to decide what comes next.

𝐏.𝐒.  Which “should” have you been carrying that no longer serves you?

Man lying in bed at night looking at his phone, reflecting on social media comparison and career self-doubt.

𝐒𝐭𝐚𝐫𝐭𝐢𝐧𝐠 𝐚 𝐧𝐞𝐰 𝐫𝐨𝐥𝐞 𝐢𝐬 𝐦𝐨𝐫𝐞 𝐝𝐞𝐦𝐚𝐧𝐝𝐢𝐧𝐠 
𝐭𝐡𝐚𝐧 𝐦𝐨𝐬𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐞𝐱𝐩𝐞𝐜𝐭 𝐚𝐧𝐝 𝐭𝐡𝐞𝐫𝐞’𝐬 𝐚 𝐫𝐞𝐚𝐬𝐨𝐧.

It’s not because you’re unprepared.
Or lacking confidence.
Or suddenly less capable.

It’s because you’re stepping into a system that already exists -
with unspoken expectations, inherited dynamics, 
and histories you didn’t create.

You’re being read before you fully understand the context.
Your decisions matter before you’ve had time to see the full picture.

And the pressure to “add value quickly” is constant, 
even when no one says it out loud.

Most leaders respond by accelerating.

They work harder.
They say yes more often.
They try to prove themselves early.

But early overcompensation is how misalignment starts.

The leaders who land well do something different.

They slow their thinking before they speed up their actions.
They take time to understand what’s really being asked of them, 
not just what’s written.

They decide what not to change yet.

This isn’t about confidence.
It’s about orientation.

The first moves you make set patterns that last far longer than people expect.

P.S. If you’re stepping into something new and feel the pressure to get it “right” quickly, that’s not a flaw. It’s the moment.

A professional woman stands by a large window overlooking a lake and mountains, reflecting quietly before stepping into a new role.

𝐄𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝐧𝐨𝐭𝐢𝐜𝐞𝐝 𝐭𝐡𝐞 𝐬𝐮𝐧𝐠𝐥𝐚𝐬𝐬𝐞𝐬.
Very few talked about what that reaction reveals about leadership.

When Emmanuel Macron wore sunglasses indoors at Davos, 
the world listened - and still speculated.

And this is the interesting part:
an explanation had already been given.

It was presented as a benign eye issue -
nothing strategic, nothing symbolic.

Still -

Memes spread.
Commentary escalated.
The company behind the sunglasses saw its share price jump 28%.

Not because eyewear matters -
but because when a leader breaks an unspoken norm, 
explanation alone doesn’t stop interpretation.

This happens inside organisations every day.

A leader goes quiet.
Delays a decision.
Shows up differently than expected.

Even when there is a rational reason,
the system keeps reading signals.

Stories fill the gap:

– “Something’s off.”
– “A restructuring is coming.”
– “There must be more going on.”

The real risk for leaders isn’t deviation.
It’s assuming clarity has been received just because it was provided.

Strong leadership isn’t about over-explaining.

It’s about recognising when perception has momentum -
and choosing whether to actively frame it, hold it, or redirect it.

Because whether you intend it or not,
people are always reading the signals.

PS: Where have you seen a small, unintended leadership signal take on disproportionate meaning?

A pair of blue-tinted aviator sunglasses on a light background.

𝐈𝐧𝐬𝐢𝐠𝐡𝐭 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐚𝐜𝐭𝐢𝐨𝐧 𝐪𝐮𝐢𝐞𝐭𝐥𝐲 𝐞𝐱𝐩𝐢𝐫𝐞𝐬.

Many leaders value reflection.

They think deeply.
They notice patterns.
They see what’s no longer working.

And then… they wait.

They tell themselves they’re “not ready yet”.
That they need a bit more time.
That there’s something urgent to take care of first.
That they’ll figure it out.

But insight has a shelf life.

What starts as awareness slowly turns into friction.
The same questions resurface.
The same tension returns, just louder.

At some point, not acting costs more than acting.

The tricky part is that nothing breaks immediately.

You keep functioning.
You keep thinking about it.
You keep living your life.

But over time, the cost shows up elsewhere -
in energy, focus, and the quality of decisions.

That’s when waiting stops being a pause
and starts shaping the outcome.

P.S. If something has been unaddressed for a while, this might be the moment it’s asking for a different response from you.

A man at a home office desk looks at an hourglass as time passes, reflecting on decisions and waiting.

𝐓𝐡𝐞 𝐟𝐢𝐫𝐬𝐭 90 𝐝𝐚𝐲𝐬 𝐝𝐨𝐧’𝐭 𝐟𝐚𝐢𝐥 𝐥𝐨𝐮𝐝𝐥𝐲.
𝐓𝐡𝐞𝐲 𝐝𝐫𝐢𝐟𝐭.

Most leaders prepare hard for interviews.
Very few prepare for what comes after.

They step into a role already moving.
With inherited dynamics they didn’t design.
And expectations that aren’t fully spoken.

So they compensate early.

They try to add value fast.
They change things quickly.

And sometimes… 
they lock in patterns they later have to undo.

The leaders who land well don’t rush alignment.
They create space to think before they accelerate action.

That window is brief.
And often underestimated.

P.S. If you’ve recently stepped into a new role and feel the pressure to move fast, this is the moment I help leaders slow their thinking before their actions lock in.
You don’t need to navigate it alone.

A silhouetted man standing indoors by a window, looking out at blurred car lights moving quickly through the night, suggesting contrast between stillness and speed.

𝐘𝐨𝐮 𝐜𝐚𝐧 𝐛𝐞 𝐝𝐨𝐢𝐧𝐠 𝐰𝐞𝐥𝐥 𝐨𝐧 𝐩𝐚𝐩𝐞𝐫
𝐚𝐧𝐝 𝐬𝐭𝐢𝐥𝐥 𝐛𝐞 𝐩𝐚𝐲𝐢𝐧𝐠 𝐭𝐨𝐨 𝐡𝐢𝐠𝐡 𝐚 𝐩𝐫𝐢𝐜𝐞.

Many senior leaders look like they’re doing fine.

They deliver.
They show up.
They keep things moving.

But privately, the cost is rising.

More effort to stay focused.
More recovery time after non-stop meetings.
Less space to think clearly.

They tell themselves:

“𝘛𝘩𝘪𝘴 𝘪𝘴 𝘫𝘶𝘴𝘵 𝘢 𝘥𝘦𝘮𝘢𝘯𝘥𝘪𝘯𝘨 𝘱𝘩𝘢𝘴𝘦.”
“𝘐 𝘴𝘩𝘰𝘶𝘭𝘥 𝘣𝘦 𝘢𝘣𝘭𝘦 𝘵𝘰 𝘩𝘢𝘯𝘥𝘭𝘦 𝘵𝘩𝘪𝘴.”
“𝘖𝘵𝘩𝘦𝘳𝘴 𝘴𝘦𝘦𝘮 𝘵𝘰 𝘮𝘢𝘯𝘢𝘨𝘦.”

High performance can mask misalignment for a long time.

Until one day, the question shifts from

“𝘊𝘢𝘯 𝘐 𝘥𝘰 𝘵𝘩𝘪𝘴?”
to
“𝘋𝘰 𝘐 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘬𝘦𝘦𝘱 𝘥𝘰𝘪𝘯𝘨 𝘪𝘵 𝘵𝘩𝘪𝘴 𝘸𝘢𝘺?”

That’s not weakness.
That’s information.

P.S. Where has “pushing through” quietly become your default?

𝐓𝐢𝐦𝐞 𝐢𝐧 𝐭𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧 𝐢𝐬𝐧’𝐭 𝐝𝐚𝐧𝐠𝐞𝐫𝐨𝐮𝐬. 
Poor positioning is.

Most senior leaders don’t struggle because transitions take too long.
They struggle because they stay too broad for too long.

Time itself isn’t the problem.
Ambiguity is.

When your message sounds like:

“𝘐’𝘮 𝘰𝘱𝘦𝘯.”
“𝘐 𝘤𝘢𝘯 𝘥𝘰 𝘴𝘦𝘷𝘦𝘳𝘢𝘭 𝘵𝘩𝘪𝘯𝘨𝘴.”
“𝘐’𝘮 𝘧𝘭𝘦𝘹𝘪𝘣𝘭𝘦.”

You make it harder for others to place you -
and easier for the wrong opportunities to absorb your energy.

At senior level, clarity isn’t a constraint.
It’s a service.

The leaders who land well don’t rush.
They narrow deliberately - often with support - 
long before urgency starts making decisions for them.

The right support doesn’t just protect the outcome.

It sharpens positioning 
and that’s what changes the timeline.

If this resonates, you’re already thinking at the right level.

A narrow mountain path running along a green ridge under a clear blue sky, with steep slopes on both sides, symbolising focus and deliberate career progress.

𝐓𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧 𝐝𝐨𝐞𝐬𝐧’𝐭 𝐣𝐮𝐬𝐭 𝐚𝐟𝐟𝐞𝐜𝐭 𝐢𝐧𝐝𝐢𝐯𝐢𝐝𝐮𝐚𝐥𝐬. 
𝐈𝐭 𝐪𝐮𝐢𝐞𝐭𝐥𝐲 𝐫𝐞𝐬𝐡𝐚𝐩𝐞𝐬 𝐭𝐞𝐚𝐦 𝐝𝐲𝐧𝐚𝐦𝐢𝐜𝐬. 

When an organisation goes through transition - 
a leadership change, restructuring, strategy shift - 
the impact isn’t limited to roles or org charts. 

Team dynamics change first. 

What I often observe is not open resistance, but subtle shifts: 

– Decision-making slows 
– Ownership becomes blurred 
– Informal leaders go quiet 
– High performers start self-protecting 

On the surface, work continues. 
Underneath, alignment erodes. 

This isn’t a people problem. 
It’s a leadership transition problem. 

Teams need clarity on: 

– what still matters 
– what has changed 
– where decisions now sit 
– and what “good performance” looks like in the new context 

Without that, leaders spend months compensating with more meetings, more pressure, and more effort - 
often burning out their best people in the process. 

Sustainable leadership in transition isn’t about pushing harder. 
It’s about stabilising the system so people can perform again. 

That’s the work I do with leaders and organisations navigating change.

An empty leadership meeting room in a modern office with panoramic views over Zurich, representing organisational transition, decision-making, and the need for leadership clarity.

𝐌𝐨𝐬𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐝𝐨𝐧’𝐭 𝐬𝐭𝐫𝐮𝐠𝐠𝐥𝐞 𝐛𝐞𝐜𝐚𝐮𝐬𝐞 𝐭𝐡𝐞𝐲 𝐥𝐚𝐜𝐤 𝐢𝐧𝐬𝐢𝐠𝐡𝐭.

They notice when something starts to feel off.
When the role demands more than it gives back.
When effort increases but clarity doesn’t.

What’s harder is knowing how to respond in that moment.

Do you pause and think it through alone?
Do you give it time, hoping the pressure will ease?
Do you reach for an external perspective or structured support early enough?

I see very capable leaders make very different choices at this point.

And those choices quietly shape how long transitions last and how costly they become.

I’m curious what tends to be true for you in practice, not in theory.

When you realise something in your career is no longer sustainable, what do you tend to do first?

The author can see how you vote. Learn more

Rebecca Jenkins

Sales Director UK & I

Working with leaders to deliver revenue growth through strategy, execution and scaleable processes. I previously scaled to £55m in annual sales, I now help leaders secure and scale revenue. Author | NED

ARCHITECT YOUR REVENUE GROWTH

Secure, Scale & Sustain High Value Client Wins.

I partner with founders and CXOs to align strategy, trust, and execution into a revenue engine for sustainable multi-million-pound growth.

When growth plateaus, or sales teams struggle to win and expand strategic accounts, the issue is rarely effort. It’s usually a leadership and strategy gap:

• Weak positioning of trust
• Lack of alignment between sales, marketing, and delivery
• No scalable method to secure and expand high-value clients
• Overreliance on senior leaders in every deal

I partner with leadership teams to close those gaps with precision.

WHY TRUST & ALIGNMENT DRIVE GROWTH

Enterprise buyers don’t want another vendor. They want a partner who de-risks execution, aligns with their strategy, and delivers results they can trust.

Trust isn’t soft — it’s the multiplier that creates alignment across your commercial function and turns unpredictable deals into reliable growth.

Most companies fail to land and grow large accounts because they:
→ Sound like suppliers, not strategic partners
→ Struggle to speak the language of the C-Suite
→ Can’t align internal teams around account growth
→ Don’t measure the moments that build long-term trust

I change that by embedding trust, aligning leadership and teams, and executing your revenue architecture.

PROVEN RESULTS

• £250M in new contractual revenue secured
• 130% profitability increase for a logistics firm
• Enterprise wins with Cisco, ASDA, and The Body Shop
• 8.67x growth for a scale-up in under 12 months
• Doubled client lifetime value with aligned account growth strategies

WHO I WORK WITH

I partner with ambitious founders and CXOs ready to:
✔ Break through a revenue plateau
✔ Align leadership and teams around one growth strategy
✔ Build a revenue engine that scales without chaos
✔ Earn trusted-partner status with key clients
✔ Expand and retain high-value accounts with strategic precision

READY TO RAISE THE BAR?
Message me for a confidential conversation,
or download the 2025 CEO Revenue Architecture Briefing in my Featured section.

Founder | Director

Working with ambitious business owners and executives to transform sales and business growth.

Key Projects include:
Strategic planning, leadership 
Business growth strategy and implementation
Commercial development

 
Delivery of Sales & Key account transformation programme across various sectors to achieve key account growth, partnership status, success mindset. See testimonials below from Cisco and PLB

"The techniques, skills, and methods that I gained enabled me to deliver significant new business with a totally new project that wasn’t in the budget.” Cody – PLB Account Manager

“This programme is transformational on so many levels, I can replicate the success with all customers to create a massive sales funnel” – Nisar, Cisco

Business consulting - strategy development for Rhenus Logistics
Development of a cross-country key account management and sales strategy.

CML
Business performance consultancy - 
Sales - Winning of profitable accounts.
Customer Experience - Helping achieve silver then gold investors in customers.
Marketing - Positioning of business expertise, increasing lead generation.
Financial Performance - improved financial performance & divisional turnaround.
Leadership – leading sales, marketing team & mentoring of management team.

Asda – To You
Customer Experience Consultancy Project.	
Workshops to develop client pledges to support new market proposition. 

Latham Direct - Business Consulting project 
Development and implementation of the business and marketing strategy. Testimonial below.

'We have won new business and developed a healthy pipeline of prospects, and significantly enhanced our brand image. I would like to say how much I value your support, skills and knowledge throughout". – M. Hughes,  M.D.

Past Veuve Clicquot Businesswoman of the Year finalist
MBA guest Lecturer | keynote speaker

When revenue slows, it’s tempting to look straight at sales.

More often, the issue sits higher up, in how leadership roles are designed, and who actually owns turning strategy into action.

One of the most thought-provoking questions I was asked in 2025 came during a working session with a CEO.

We were deep into a growth discussion, developing the strategy and what needed to change for the business to scale.

After a short break, some fresh air and strong coffee, the CEO asked:

“Are we asking too many people in the leadership team to be strategic?”

It stopped us in our tracks because it challenged something fundamental;
the infrastructure supporting revenue growth, and how strategy would turn into results.

We gave the question a thorough airing and landed on something important.

Not every leadership role needs to create strategy.
But every leader does need to translate the company strategy into clear plans with defined objectives, key results, and milestones, and then execute with pace.

When that doesn’t happen, the risks are big.

→ Ownership starts to blur
→ Priorities compete
→ Revenue slows

We redesigned leadership roles around clear outcomes, directly aligned to the company’s strategic goals.

When roles are built to deliver outcomes, not just hold responsibility, revenue growth becomes more focused, and clarity sharpens.

If growth is lower than you expected, it’s worth looking beyond sales activity.

Ask yourself:
How clearly is the strategy being interpreted?
And critically, who owns turning it into action?

It was a simple question, but it forced a hard look at how strategy becomes action.

That’s where growth is either unlocked, or quietly stalls,

Partnering with CEOs to build revenue that scales - win, expand & retain strategic accounts | Built business to £55m | Former FTSE 250 Sales Director | Author “Winning Big in Sales” | People → System = Scale

It's frustrating to have your flights cancelled, but on this occasion it revealed something I wasn’t expecting. 

Our return flight from Finland to the UK was cancelled last week, and we were taken to a different airport, Rovaniemi.
The official home of Santa Claus. 

I was surprised to see the airport full of excited children who usually visit Santa before Christmas. 

Not this time. 

They had travelled after Christmas to thank him. 

That made me think, because it was a good reminder that value doesn’t end at the moment of delivery. 

In business, we tend to design everything around winning new work. 

The pitch. 
The close. 
The handover. 

But where growth compounds, it starts before new business is secured, and continues after delivery is complete. 

Before, in how expectations are shaped and trust is built. 
After, in how value is reinforced, relationships deepen, and partnerships expand. 

That’s the difference between closing deals and moving on, or building partnerships where value and revenue compound.

When leaders only optimise for the transaction, revenue resets. 
When they design for the full lifecycle, revenue compounds. 

And that difference quietly influences whether revenue accelerates or stalls.

One line in a client meeting summed up why most revenue forecasts are unsupported assumptions.

They were reviewing the year ahead, order book vs opportunity pipeline, when the conversation drifted into “ballpark”.

Someone asked for the number.
Someone offered an estimate.

The MD cut through it:
“I don’t go on guesswork. We consolidate when we have the information."

That’s not micromanagement.
That’s revenue discipline most boards wish they had.

Here’s the rule:
If it doesn’t meet the standard of evidence, it doesn’t get to live in the forecast.

Because the forecast drives hiring, cash, capacity, and the confidence people borrow against.

False confidence is expensive.
A forecast isn’t a feeling, it’s a standard.

Where are you letting “probably” influence decisions that require “proven”?

In a client session, we talked about revenue growth. 
Forecasts, target accounts, resources. 

Then the conversation focused on a handful of clients who take up a disproportionate amount of their time. 

“We spend a lot of time keeping them happy.” 

That statement lingered, because those clients are rarely the biggest. 
They’re rarely strategic, and they’re often harder work than they’re worth. 

They absorb attention. 
They pull teams off course. 
They quietly shape how the business behaves. 

What rarely gets said out loud is this....
When you tolerate clients who will never become partners, you cap your ability to grow the ones who could. 

It’s about taking an honest look at where energy is focused and at what cost to the business. 

Some relationships will never move beyond transactional. 
No matter how much effort you put in, or how well you deliver.

Keeping them feels safe. 
Yet letting them go feels risky. 

But the real cost shows up elsewhere, in leadership time, in team morale, and in the opportunities with greater potential that don’t get the care they deserve. 

The businesses that scale most effectively don’t just win new work. 
They decide, deliberately, who they are building the future with. 
And they design growth around those relationships. 

That decision alone often changes the growth trajectory more than any new sales initiative.

Most revenue problems don’t start in sales.

They start much earlier in how leadership decisions are made, owned, and translated into action.

When strategy is clear but execution is slow, the issue is rarely effort.
 
It’s usually one of three things:
• Ownership is unclear
• Roles are designed around responsibility, not outcomes
• Decisions rely on assumption instead of accountability

Sales teams feel the symptoms.
Revenue reflects the cost.

The root cause sits higher up, in leadership design and operating system.

When leaders are clear on who owns what, how decisions move, and how value is created across the lifecycle, revenue behaves differently.

It compounds.

When this clarity is missing, revenue has to be re-won again and again.

That’s not a sales problem.
This is about how leadership roles and decisions are designed

"There’s no growth potential in this account".
That was the challenge I heard.

A senior account executive in a cohort I’m working with, told me it would be impossible to scale one of their strategic clients.

So instead of debating opinions, we went somewhere most account plans never go.

To the Chairman’s Statement.

We read it carefully.
Yes, it acknowledged a tough year.
Pressure on margins, tough competition, course corrections.
But more importantly, it revealed intent.

Clear signals about:
 • Where the business was refocusing
 • Which markets mattered most
 • How they intended to regain momentum

This is how we apply my V.I.T.A.L. framework.
Not through surface-level “account insights,”
but through interpreted insight:

 • The client’s strategic intentions
 • Competitive pressures shaping their sector 
 • The end-user shifts driving future demand
•  Competitor insights 
 
In 30 years of working with MDs and CEOs, I’ve only met one who genuinely had no intention to grow their business.

Unless a CEO has explicitly put a stop on expansion,
there is almost always opportunity inside a key account.

When teams say, “There’s no growth here,”
what they usually mean is:
They're looking at last year’s performance, not next year’s ambition.

That’s why accounts stagnate.
And that’s where progressive teams start asking better questions, and finding opportunity others miss.

If you want to uncover where growth is hiding inside your key accounts, the Transform Client Accounts Diagnostic shows you exactly where to look.

(Find link to it in comments)

Over time, certain patterns become hard to ignore.
One of the most common shows up when leaders talk about revenue growth and in the same breath talk about time.

“Business has taken me wildly off track.”

I heard it again last week.
The CRO had come through difficult QBRs.
A key team member was off long-term sick.
The operation was still absorbing the strain of a successful promotion.

This wasn’t about the wrong strategy.
The system slipped when pressure hit.

Growth depended on leadership attention, rather than a system that continues to perform when focus is pulled elsewhere.

I’ve seen the same pattern in large organisations too.

A senior leader steps away, parental leave, illness, transition, and suddenly deals are questioned, priorities reshuffled, accounts re-qualified.

The opportunities didn’t change.
The system stalled.

So if revenue growth feels inconsistent, the question is:
Does your revenue engine run without you, or only when you’re available?

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