North Star Conversations | Unlock Your Potential, Performance & Purpose

Originally aired: July 2025

Episode Number: 244

Real growth begins when you stop blaming your team, identify where you need to improve, and learn how to bring out the best in others.

In this episode highlight of North Star Conversations with Will Polston, personal development legend and author of Average Sucks Michael Bernoff explores the mindset shift required to become a more mature business owner, build a stronger team, and communicate in a way that inspires people to improve. Discover why admitting what you're not good at can unlock growth, how to turn employees into a voluntary army, and why effective communication starts with knowing the response you want to create.

Listen to the full episode here:

https://kite.link/michaelbernoff

Episode Notes

In this episode, I sit down with Paul Avins, a scale-up strategist who has spent over 20 years helping more than a thousand business owners break the £1 million revenue line. We talk about how we met on Clubhouse, the network marketing event that started his personal development journey, and how being adopted left him angry and asking "what's wrong with me?" until he made peace with it. Paul shares what it was like to build a 450-person company by 26 and lose the money within weeks of selling. He breaks down the milestones from 1 to 5 to 10 million, why identity (owner, not operator) comes first, and why you should know your "number" before you chase an exit. He also tells the story behind his trademark purple and the cardiac arrest that changed how he sees contribution.

Don't miss the opportunity to take the first step towards a more fulfilling life. Book your complimentary clarity call today and discover how Will Polston can help you achieve the success you deserve. 💡 https://willpolston.com/book-a-call/

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Video Chapters 00:00 - Introduction: meeting on Clubhouse 00:57 - Loneliness and the resurgence of community 02:49 - Why running a business is lonely, and why events matter 04:33 - Human connection as the new currency 06:11 - The network marketing meeting that started it all 07:49 - "Invest 10% of everything you earn back in you" 08:58 - The policeman neighbor who made a fortune 10:01 - Learning from tapes in the car, and a £1M business in 18 months 12:30 - Being adopted, and the American twang 14:37 - The books that changed his thinking 15:59 - How adoption shaped his drive: "What's wrong with me?" 17:43 - Timeline therapy and making peace with it 19:58 - The fear of the cold, and the abandonment pattern 22:13 - Scaling to 450 people by 26, and selling at 29 23:37 - Losing the money in seven weeks 23:55 - Discovering business coaching at the franchise show 25:23 - Ten days of intense training in Australia 27:25 - The volleyball lesson: celebrating before the game 31:49 - Why only 7% of businesses pass £1M 32:32 - Niche, selling, and the irresistible offer 34:40 - Selling vs. marketing 36:01 - Falling conversion: fix the offer, not the ad spend 37:23 - Which conversion rate? The 3% revelation 38:44 - Leading vs. lagging indicators 41:56 - The Grown Up Business framework: level up 43:07 - The £35,000 decision made without data 44:17 - Testing demand before launching the AI event 45:58 - Never take a bet that could end the game 47:38 - The scale-up milestones: 1 to 3 to 5 48:49 - The "profit sandwich" squeezing business owners 50:43 - Identity: owner, not operator 51:52 - AI, offshoring, and building teams 53:52 - Scaling from 5 to 10: capital, culture, acquisition 56:31 - Team dynamics and the Contribution Compass 59:21 - Do you really want a £50M business? 1:01:15 - "What's Your Number?" and £148M in client exits 1:02:24 - Why timing matters when selling 1:04:12 - Life after the sale: the island analogy 1:07:19 - The story behind the purple 1:11:25 - The cardiac arrest and the paramedic who saved him 1:14:24 - The blue inhaler overdose, and a warning for parents 1:16:55 - From "what can I get" to contribution 1:19:24 - How to connect with Paul 1:20:01 - Final reflection: "What should I stop doing?" 1:21:39 - Stop changing what's already working 1:22:17 - Closing remarks

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Relevant Links For the Viewer and Citations Website - https://www.willpolston.com Instagram - https://instagram.com/willpolston Facebook - https://www.facebook.com/willpolstonmih LinkedIn - https://www.linkedin.com/in/willpolston/ Twitter / X - https://x.com/willpolston TikTok - https://www.tiktok.com/@willpolston Connect with Paul on LinkedIn: search "Paul Avins" Scale Up Coaching (events, retreats, one-day accelerators, free courses): https://www.scaleupcoaching.com/ Paul's website: https://paulavins.com

About Me: I am dedicated to helping individuals and businesses unlock their true potential through expert coaching and training programs. I'm passionate about empowering others to achieve their dreams and live a life they love. Subscribe for more insights and tips on personal development, productivity, and achieving your goals. Let's embark on this journey together!

Originally aired: July 2025

Episode Number: 242

Chasing more success doesn't always lead to greater fulfilment. Sometimes, finding purpose means stepping away from society's expectations and understanding what truly matters to you.

In this episode highlight of North Star Conversations with Will Polston, entrepreneur and author Janelle Bruland discusses the pressure to achieve more, the importance of identifying your core values, and how unresolved experiences from the past can continue to shape your life. Learn how defining your purpose, recognising what may be holding you back, and giving yourself space to heal can create a future with greater freedom, peace, and fulfilment.

Listen to the full episode here:

https://kite.link/janellebruland

Originally aired: June 2025

Episode Number: 238

Turning your vision into reality requires more than belief. It takes aligned action, patience, and consistency.

In this episode highlight of North Star Conversations with Will Polston, Founder & CEO at Niico Alistair Sergeant delves into the power of acting as if, using your environment to support your goals, and creating a clear vision for who you want to become. Learn why meaningful action matters alongside manifestation, how letting go of rigid timeframes can reduce anxiety, and why slowing down can sometimes help you achieve your goals faster.

Listen to the full episode here:

https://kite.link/alistairsergeant

Originally aired: May 2025

Episode Number: 237

Building a successful business requires more than ambition, and knowing when to step back can be just as important as knowing when to push forward.

In this episode highlight of North Star Conversations with Will Polston, security-sector entrepreneur Neil Sweeney shares how he built his company into a highly recognised security provider, the role personal development played in his growth, and how he prepared the business for an eventual exit. Discover why surrounding yourself with great people, building a strong management team, and trusting others to do their jobs can give business owners the freedom to step away without losing control.

Listen to the full episode here:

https://kite.link/neilsweeney

Originally aired: May 2025

Episode Number: 235

True development isn't about forcing someone else to grow. It's about acceptance, patience, and giving them space to find their own path.

In this episode highlight of North Star Conversations with Will Polston, love coach and relationship expert Annie Lalla shares how personal development can impact relationships and why trying to convince your partner to change can have the opposite effect. Learn the balance between unconditional love and seeing someone's potential, why different people develop in different ways, and how accepting someone as they are can actually create the safety and empowerment they need to grow.

Listen to the full episode here:

https://kite.link/annielalla

Episode Notes

In this episode, I sit down with Sarah Abel, founder of TNB (a leading UK apprenticeship training provider) and headline sponsor of Ahead in AI, our upcoming event on November 10th, 2026. We talk about her winding path through roughly ten failed businesses before finding success in the hair and beauty industry, the childhood trauma - her father's suicide and becoming a full-time carer for her mother by age ten - that quietly shaped her drive for decades, and the belief she had to unlearn: that everything was hers to fix. Sarah shares the pivotal coaching investment that took her business from £400k to £1 million in two years, the profound recent challenge of her husband's dementia diagnosis, and why she believes AI education is the single biggest opportunity - and threat - facing small businesses today.

Don't miss the opportunity to take the first step towards a more fulfilling life. Book your complimentary clarity call today and discover how Will Polston can help you achieve the success you deserve. 💡 https://willpolston.com/book-a-call/

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Video Chapters 00:00 - Introduction, and TMB as headline sponsor for Ahead in AI 01:11 - The £18,000 AI qualification businesses can access for free or near-free 02:39 - How old was she when she started her first business? 03:07 - About ten failed businesses before finding what worked 04:08 - Not seeing the value of paying for education when she was young 04:33 - Learning to sell through network marketing at Amway 05:13 - Teaching Avon reps to sell through parties instead of door-to-door 06:38 - Realizing she was making someone else rich, not herself 06:58 - Walking into a nail salon and buying the business on the spot 07:37 - £75,000 in debt at the time she took the leap 08:12 - Her only employee walking out with half the client base 08:40 - Pivoting into body piercing for a better revenue stream 09:21 - Building "That Nail Place" through word of mouth 10:04 - Scaling into multiple salons 11:06 - Realizing she was training her own future competitors 12:03 - Meeting Keith and stumbling into the apprenticeship model 13:14 - How TMB began, back in 2008 14:31 - Expanding from nail apprenticeships into leadership training 15:36 - Deciding to move beyond hair and beauty to scale further 16:35 - Learning to write standout government tenders 17:08 - Getting onto the training provider register 17:32 - Landing a £500,000 government contract 18:10 - Why personal development felt pointless to her when younger 19:37 - The real ROI she's gotten from personal development 19:57 - Discovering business coaching through Clubhouse 20:45 - Investing £56,000 in coaching on a £400,000 business 21:07 - Growing to £580,000, then £1 million within two years 21:48 - Realizing her limiting belief was believing she wasn't good enough 22:44 - The coach's comment that finally got through to her 23:24 - Introducing the "feather, the brick, the bus" concept 24:13 - Considering retirement and a sale offer for the business 25:22 - Noticing something was seriously wrong with her husband Andy 27:07 - A beach epiphany in Tenerife: the belief "I have to fix everything" 28:10 - Her father's suicide when she was seven years old 29:10 - Vowing to protect her mother from further pain 29:43 - Becoming a child carer at age ten 30:10 - Finding her mother collapsed on the floor at fourteen 32:14 - How trauma fueled - and limited - her drive in business 33:11 - The pride of seeing former trainees go on to succeed 33:46 - The wake-up call: "Why are you always trying to save everyone?" 34:00 - Andy's diagnosis: frontal temporal dementia at 62 36:39 - The concept of direct vs. indirect mentors 36:59 - The single most valuable lesson from coaching: her North Star 37:23 - Her North Star having to change this year 37:43 - Breaking down in tears at a business event after the diagnosis 38:05 - Realizing she didn't have to be "the carer" or "the CEO" 39:31 - A message from a former student that redefined success for her 40:20 - Legacy as something you build now, not leave behind 41:18 - How TMB evolved from hair and beauty into AI education 41:40 - Discovering AI through a friend and the book "Scary Smart" 42:24 - Finding UK funding and creating the AI Practitioner qualification 43:17 - Why people are right to be scared of AI - and why education is the answer 45:11 - Falling behind competitors without realizing it 45:35 - Being compared to Amazon-level service, whatever your business 47:09 - Daniel Priestley's marathon analogy on falling behind with AI 48:01 - How the £18,000 AI qualification actually works 50:42 - The free 90-minute AI audit for business owners 51:42 - The difference between using ChatGPT and truly implementing AI 52:22 - Building custom AI tools that replace £100k of software spend 53:22 - Why most business owners just need a clear plan 54:15 - Where to find TAB Skills Training and the AI apprenticeship 54:40 - Ahead in AI ticket sales selling out within hours 55:03 - How to connect with Sarah 55:27 - Final reflection: "Can I change?" 56:12 - Her advice: get educated, build belief, close the skills gap 57:00 - Closing remarks

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Relevant Links For the Viewer and Citations Website - https://www.willpolston.com Instagram - https://instagram.com/willpolston Facebook - https://www.facebook.com/willpolstonmih LinkedIn - https://www.linkedin.com/in/willpolston/ Twitter / X - https://x.com/willpolston TikTok - https://www.tiktok.com/@willpolston Check out TAB Skills Training: https://aipractitioner.tnbskillstraining.co.uk/aiauditlinktreee Connect with Sarah on Instagram and LinkedIn: search "Sarah Abel"

Originally aired: May 2025

Episode Number: 234

Going from feeling capable of anything to questioning your own confidence can be a difficult part of rebuilding yourself.

In this episode highlight of North Star Conversations with Will Polston, On a Mission Podcast Host Ellie McKay explores her journey of rebuilding confidence after experiencing a dramatic change in circumstances. Discover why personal development is an ongoing process, the importance of authenticity and self-reflection, and how focusing on small, consistent improvements can help you become a stronger version of yourself.

Listen to the full episode here:

https://kite.link/elliemckay

Originally aired: April 2025

Episode Number: 232

Strong relationships, shared values, and a willingness to evolve can create opportunities that go far beyond business.

In this episode highlight of North Star Conversations with Will Polston, President and Founder of BITA Paul Whitnell shares the evolution of BITA, the relationships that helped shape its growth, and the importance of creating a culture built around integrity, trust, and shared values. Discover how BITA has expanded internationally, why controlling growth is essential for long-term sustainability, and how building the right network can create opportunities for people to learn, connect, and support one another.

Listen to the full episode here:

https://kite.link/paulwhitnell

Episode Notes

In this episode, I sit down with Jacob Lockwood, a former soldier in the Coldstream Guards turned founder of Lockwood Clothing, a British-made outerwear brand built on military-grade design and an unshakeable commitment to UK manufacturing. We talk about the dark moment driving down the M4 that made him realize something had to change, the decision to leave the Army with just 12 months to make his business work, and the terrifying week he came four days from losing his house. Jacob shares the discipline and integrity he carried from 15 years of service into business, his belief that "no one has depression, they have feelings of depression," and why he'd rather keep his manufacturing British than sell his products for a third of the price overseas.

Don't miss the opportunity to take the first step towards a more fulfilling life. Book your complimentary clarity call today and discover how Will Polston can help you achieve the success you deserve. 💡 https://willpolston.com/book-a-call/

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Video Chapters 00:00 - Introduction: soldier, entrepreneur, or fashion designer? 02:32 - Finding your North Star 03:15 - Growing up in a single-parent household in Middlesbrough 04:26 - Falling in with the wrong crowd and being sent to live with his gran 05:38 - The ultimatum that became his saving grace 06:58 - Seeing an Army advert and finding his path 07:34 - Joining the Coldstream Guards and the anti-tank platoon 09:38 - The military values that shaped who he is today, and why your word matters 11:52 - The dark moment on the M4 that changed everything 13:02 - Going home, speaking to his wife Ruth, and seeking help 13:53 - Deciding to leave the Army with 12 months to make it work 14:51 - "Nobody has depression, they have feelings of depression" 16:34 - The failed waterproof jacket that sparked the idea 17:31 - The Falklands story behind his first invention: casualty evacuation stretchers 19:20 - How Covid and the Ukraine war shaped that first business 21:27 - Why military contracts fell apart, and pivoting to clothing 23:41 - Describing Lockwood's products and British manufacturing 24:21 - The functional mushroom brand he launched and sold in 2022 26:19 - How new Trading Standards rules killed the product's core value 27:39 - Why he refuses to manufacture overseas, whatever the cost 30:40 - The debate around what "British made" really means 31:00 - Where he was when the Queen died 34:14 - How signing off from the Army created real urgency 35:43 - Putting his house on the line, and the four days he nearly lost it 37:36 - Asking for help, and getting rescued by his now business partner 39:23 - How to determine who's actually worth asking for help 42:13 - Why coaching matters more in business than in the military 44:01 - How to choose the right coach: four things to evaluate 46:15 - Why coaching, content, and community work best combined 48:50 - Daily habits: cold showers and weekly letters to the King 50:07 - Getting replies from the Palace, and being recognized by name 53:04 - The next 1-3 years, and the goal of becoming a British Ralph Lauren 54:18 - How to connect with Lockwood Clothing 55:11 - Final reflection: the question he wishes people asked him 57:12 - Why business ownership can be lonely, and the value of support groups 58:54 - Closing remarks

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Relevant Links For the Viewer and Citations Website - https://www.willpolston.com Instagram - https://instagram.com/willpolston Facebook - https://www.facebook.com/willpolstonmih LinkedIn - https://www.linkedin.com/in/willpolston/ Twitter / X - https://x.com/willpolston TikTok - https://www.tiktok.com/@willpolston Check out Lockwood Clothing: https://www.lockwoodsmocks.com Connect with Lockwood Clothing on Instagram: @lockwoodclothing

About Me: I am dedicated to helping individuals and businesses unlock their true potential through expert coaching and training programs. I'm passionate about empowering others to achieve their dreams and live a life they love. Subscribe for more insights and tips on personal development, productivity, and achieving your goals. Let's embark on this journey together!