David Roche is a professional coach and mentor, specializing in guiding first-time CEOs through his company Grey Area Coaching. He serves as non-exec Chair of the London Book Fair and Chair of New Writing North, while also lecturing at NFTS. David’s second book, Become a Successful First-Time CEO, became an Amazon #1 Bestseller in March 2024. With a background as CEO of Borders and BOOKS etc., and roles at Waterstones, HMV, and HarperCollins, David has made significant contributions to retail and publishing. He was awarded an Honorary Fellowship in 2017 for his services to the UK book trade.