Ben Williamson arrived at my office seeking a coach, though he had no intention of engaging one. What followed was a three-hour session mapping his 'so far' story on a piece of A3 paper.

Through this process, Ben developed what he calls his "anti-goals" – not just what he wanted in his life but what he definitively didn't want. This clarity has guided his decisions ever since, particularly in his partnership with Rhys Davis, where one principle stands above all:

"The business dies before the friendship dies."