Founders, CEOs: what if the fastest way to hit your goal takes you in the wrong direction?

What if the thing that's making you money right now is the exact thing standing in the way of what you actually set out to build?

And what if your whole company is organising itself around a smaller, safer version of your vision, and calling it progress?

In this episode of The Defining Move, Richard Medcalf hands Andreas Wilhelmsson, CEO of Supernormal Greens, a move he has not made yet: kill the cash cow, stop work that is merely a better copy of what already exists, and ship a genuinely breakthrough health, beauty or performance product in 12 months.

Andreas built one of Europe's largest vertical farms, survived the funding collapse that wiped out much of the sector, and then pivoted towards a bigger idea: plants as biological factories for next-generation ingredients. His company, Supernormal Greens, is working towards getting its ingredients into the hands of a billion people by 2030.

This conversation will push your thinking on founder decision making: how to recognise when a sensible business is quietly shrinking the original vision, how to aim speed at the right goal, and how to lead when the breakthrough move threatens the thing currently keeping the company alive.

Guest links:
- Andreas Wilhelmsson on LinkedIn: https://www.linkedin.com/in/andreaswilhelmsson/
- Supernormal Greens: https://www.supernormalgreens.com/

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BONUS RESOURCE – ACCOUNTABILITY CHARTER

Turn your leadership team into a strategic growth engine, without micromanaging or drama. Download and implement the Accountability Charter today.

https://xquadrant.com/go/accountability/

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GO DOWN THE XQUADRANT RABBIT HOLE

📧 The Leverage Letter

https://xquadrant.com/letter

📒 The 10X Reckoning

https://xquadrant.com/reckoning/

📕 Making TIME For Strategy

https://xquadrant.com/time/

🎧 The Defining Move Podcast

https://xquadrant.com/podcast/

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THE DEFINING MOVE PODCAST

The Defining Move is a podcast about CEO leadership for scaling businesses, and the CEO transformation that drives the next level of growth.

The show helps founders and CEOs strengthen their CEO leadership, accelerate CEO evolution, and build executive teams and businesses that can scale without becoming dependent on the founder.

Check out our newest episodes, in which Richard Medcalf hands one of the world's most accomplished CEOs a fictional defining move, already made, that changes the trajectory of their business.

You’ll learn from how they think and how they lead when the stakes rise. And you’ll discover the hidden sources of leadership leverage that take them to their next level, and will take you to yours.

https://xquadrant.com/podcast

CEOs, Founders: what do you do when the next big leap isn't happening fast enough? Or when you've achieved more than you ever imagined, but haven't yet recalibrated to what's now possible?

Welcome to The Defining Move.

Most founders and CEOs respond to the next stage of growth with better strategy, stronger systems, or more capable people. Those things matter, but they rarely solve the real constraint.

The real constraint is often leadership leverage: your ability to make the bold decisions that change who you must become as a leader, build organisations that no longer depend on you, and create businesses that scale beyond your own capacity.

In every episode, Richard Medcalf presents one of the world's most accomplished founders or CEOs with a fictional defining move – an irreversible decision that changes the trajectory of their business. Together, they explore how they'd respond, what would have to change, the risks they'd face, and the leadership required to succeed.

You'll see how exceptional leaders think when the safe option disappears, discover the hidden leverage behind extraordinary businesses, and uncover practical ideas you can apply to your own leadership immediately.

Hosted by Richard Medcalf – founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning – The Defining Move is the podcast about CEO leadership, CEO evolution, leadership leverage, and scaling businesses by becoming the leader your next chapter requires.

Learn more:

Xquadrant: https://xquadrant.com/

Show home: https://xquadrant.com/podcast

About Richard: https://www.linkedin.com/in/richardmedcalf/

After more than 200 episodes, I'm reinventing The Impact Multiplier CEO.

I'm changing the name, the format, and the focus. Not because it failed, but because it succeeded. And success can become the thing that stops you creating your best work.

In this episode, I explain:

• why successful founders and CEOs eventually outgrow the version of themselves that created their current success
• why "good enough" can become the biggest obstacle to extraordinary growth
• why I'm excited about what's coming next with The Defining Move.

Visit the podcast home page at https://xquadrant.com/podcast for more information.

You've reached the end of The 10X Reckoning. The question now isn't whether you're capable of more. It's whether you're prepared to act.

In this final chapter, Richard Medcalf brings everything together and invites you to make a decision that will shape the next decade of your leadership. Most successful founders and CEOs reach a moment where they know exactly what they need to do, yet hesitate. They tell themselves they'll wait for the right time, gather more certainty, or figure it out alone. Richard challenges you to recognise that this moment is your 10X Reckoning, and that your future will be defined by what you choose to do next.

You'll explore the three paths available to every ambitious leader, discover why the world's most successful CEOs accelerate their growth by getting the right support, and learn how making one bold move today can transform the trajectory of your business, your leadership and your legacy. This isn't the end of the audiobook. It's the beginning of the work that really matters.

If these chapters have challenged you, inspired you or unsettled you, don't let the momentum fade. Decide what your next defining move will be, and take it.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Watch the final chapter video:

https://xquadrant.com/reckoning8

🚀 Ready to explore your own 10X Reckoning?

https://xquadrant.com/myreckoning

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage, CEO transformation and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.

What if your greatest achievement isn't behind you? What if everything you've built so far has simply prepared you for the work you're truly here to do?

In this chapter of The 10X Reckoning, Richard Medcalf brings together the ideas from the entire audiobook and challenges founders and CEOs to stop managing past success and start creating the future they were meant to lead. Through the stories of leaders who reignited their ambition, he shows why your next breakthrough isn't about working harder or refining yesterday's strategy. It's about making the defining moves that unlock your life's greatest work.

You'll discover why extraordinary leaders don't simply optimise what already exists. They choose bold futures that demand a new version of themselves. Richard explores what happens after the 10X Reckoning, why your biggest danger is limiting tomorrow with yesterday's success formula, and how stepping into your 10X Self allows you to see opportunities that once seemed impossible.

If you've been wondering whether your best years are already behind you, this chapter will remind you that your greatest contribution may still lie ahead. The question is whether you're prepared to create it.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Download the companion workbook and watch the chapter video:

https://xquadrant.com/reckoning7

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage, CEO transformation and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.

Have you ever looked around your leadership team and wondered why no one seems to care about the vision as much as you do?

In this chapter of The 10X Reckoning, Richard Medcalf explores one of the most frustrating experiences successful founders and CEOs face. You have a compelling vision, a capable team and a clear strategy, yet progress feels painfully slow. Rather than blaming the team, Richard argues that the real question is what your leadership is transmitting. Your people don't follow your plans. They follow your conviction.

You'll discover why truly magnetic leadership comes from combining an inspiring vision with uncompromising standards, how to create productive tension that moves people into action, and why accountability is one of the greatest expressions of belief in your mission. Richard also introduces a practical Accountability Charter that helps leadership teams translate ambition into everyday behaviour.

If you've ever felt like you're dragging your business forward on your own, this chapter will challenge you to stop managing compliance and start creating the kind of conviction that builds a movement.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Download the companion workbook, watch the chapter video and get the Accountability Charter template:

https://xquadrant.com/reckoning6

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage, CEO transformation and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.

What if the reason your vision feels impossible isn't because it's too ambitious, but because you're measuring it against the person you are today?

In this chapter of The 10X Reckoning, Richard Medcalf explores the moment every ambitious founder and CEO eventually faces. You catch sight of a vision that could define your career, then immediately wonder whether you're capable of bringing it to life. Rather than shrinking the vision, Richard argues that the real work is expanding your identity until the vision becomes inevitable.

You'll discover why the traditional "have, do, be" model keeps leaders trapped, and why lasting transformation starts by becoming the kind of leader who can create extraordinary outcomes before the evidence appears. Richard introduces the idea of your 10X Self, explores the difference between your current identity and the leader your future requires, and shares a practical way to make better decisions by stepping into that future version of yourself today.

If you've ever questioned whether your vision is too bold, too risky or simply beyond your reach, this chapter will challenge you to stop negotiating with your potential and start becoming the leader your greatest work demands.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Download the companion workbook and watch the chapter video:

https://xquadrant.com/reckoning5

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage, CEO transformation and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.

Every founder and CEO eventually reaches a moment where the question isn't "What's the strategy?" It's "Am I really capable of leading at that level?"

In this chapter of The 10X Reckoning, Richard Medcalf explores why self-doubt, not strategy, is often the greatest barrier to exponential growth. Through the story of an entrepreneur facing the opportunity of a lifetime, he shows how many successful leaders become trapped by waiting for confidence before taking bold action, when the truth is that confidence only comes after the first courageous step.

You'll discover the difference between your Default Future and your Preferred Future, why confidence is one of leadership's biggest traps, and a practical tool - your Certitude List - for replacing fear with grounded conviction. Richard also explores why redefining success around who you become, rather than what you achieve, creates the kind of leadership that inspires bold decisions and lasting impact.

If you've ever wondered whether you're ready for your next big move - or found yourself waiting until you feel "confident enough" - this chapter will challenge you to stop waiting and start becoming the leader your future demands.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Download the companion workbook and watch the chapter video:

https://xquadrant.com/reckoning4

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.

What if your next breakthrough didn't require more sacrifice, but a completely different way of thinking about success?

In this chapter of The 10X Reckoning, Richard Medcalf challenges one of the most common beliefs among successful founders and CEOs: that achieving the next level of impact must come at the expense of your health, relationships or happiness. Instead, he argues that many leaders become trapped by outdated "survival games" that leave them either grinding relentlessly or playing it safe. Neither leads to your greatest work.

Through the stories of accomplished entrepreneurs and business leaders, Richard introduces a different approach: Play to Play. You'll discover why your next 10X isn't about working harder, but about creating a game that genuinely energises you. He explains how to reconnect with meaningful ambition, rediscover your Ignition Zone, and design a definition of success that multiplies both your impact and your enjoyment of the journey.

If you've started wondering whether your biggest achievements are behind you, or whether the next level simply isn't worth the cost, this chapter will help you imagine a future where extraordinary impact and genuine fulfilment can exist together.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Download the companion workbook and watch the chapter video:

https://xquadrant.com/reckoning3

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.

You've built a successful business. From the outside, it looks like freedom. But inside, you feel trapped by the very success you worked so hard to create.

In this chapter of The 10X Reckoning, Richard Medcalf explores why so many founders and CEOs become prisoners of their own success. As your business grows, it's easy to become the bottleneck—the person everyone depends on, the one who carries every important decision, and the one who can never truly step away. But the next level of growth doesn't come from working harder. It comes from learning to let go.

Through the stories of leaders who escaped their own "golden prison", Richard explains why the uncomfortable "Wobble" is a necessary stage of building a business that no longer depends on you. You'll discover why great CEOs shift from Operator to Architect, how to identify the few activities where you create unique value, and why building a business that thrives without you is one of the defining leadership moves you'll ever make.

If you've ever felt exhausted by being the centre of everything, this chapter will challenge you to stop protecting your current success and start designing the business - and the life - you really want.

📒 Get the book: The 10X Reckoning

https://xquadrant.com/reckoning

📘 Download the companion workbook:

https://xquadrant.com/reckoning2

Explore more episodes and resources for founders and CEOs at:

https://xquadrant.com/podcast

The 10X Reckoning is Richard Medcalf's guide for founders and CEOs who believe their greatest contribution still lies ahead. Across this audiobook, Richard explores CEO leadership, CEO evolution, executive team ownership, leadership leverage and the defining decisions that help successful founders and CEOs make the quantum leap to create their life's greatest work.

Richard Medcalf is founder of Xquadrant, CEO coach, and author of Making TIME For Strategy and The 10X Reckoning.