I built the wrong business first.

Then I started again. This is the whole story, from my first business to a bistro table in the south of France.

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2011 · The first business

A T-shirt business with my brother.

In 2011 my brother and I launched a T-shirt business. It failed.

We never tested the market first. We just started getting creative.

2014 to 2017 · University

I thought a degree would make me unstoppable.

I studied in the UK from 2014 to 2017. A BA in Business Management, then an MSc in Economics, with 6 months at a French business school and awards for academic achievement on my Masters.

I worked full time the whole way through to pay for it.

When I finished, I thought I'd be unstoppable. I quickly realised I was the same as everyone else.

The jobs

Good jobs. Comfortable life.

My first role was performance analysis for a £100m hospitality group: reporting on how the business was doing and showing where the opportunities were.

Then I became a Product Manager at a £4bn media group, the world's largest digital publisher, where I ran a team and consulted for Amex, Oracle, Amazon and The Times. My team reached 500m monthly users.

I had a house, a salary and a property renovation side hustle. On paper it was all working.

2022 · The crash

Then a car crash changed everything.

In 2022 I was in a near death car crash. I won't make more of it than it was, but it's where every decision since comes from.

Life is short, and I was spending mine being comfortable.

Within 2 months I'd sold my house, quit my job and moved 4,000 miles around the world. No network, no money, no audience.

Dubai

Same stripey shirt. Nobody cared.

For the first 4 months I drove all over Dubai to networking events in the same stripey shirt, trying to drum up sales. It didn't work. Everyone just wanted to hand me a business card and sell me their stuff.

So I took everything online. I posted about what I was building and started a podcast with a $30 mic, interviewing well-known people in business and sport. It went to number 1 in 9 countries on the day it launched.

People started asking how I was doing it. That was the real start of the business. In the next 8 months we brought in £500k, all organic.

The wrong version

Scaled to 12 staff. Hated it.

Then I built the business I thought I was supposed to build. A team of 12. Organic content, some paid ads. A book, a podcast, stages. I spent around £50k trying to become an authority.

It made multiple six figures in profit a year. It also cost me the life I'd moved 4,000 miles for.

2026 · The south of France

So I started again.

In 2026 I moved to the south of France with my wife and our Labrador, Olsen. Meta deleted my Instagram account the same day. A fresh start, whether I wanted one or not.

I rebuilt the business the way I should have built it the first time. 7 figures, 80% profit, a team of 4. I work about 4 hours a day and train 6 days a week.

Lifestyle first. Small team. Big margins.

What all of that taught me

You don't need to become an authority.

You don't need a big team or 40 hour weeks.

You shouldn't wait to enjoy your life.

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