In Season Six of Doing the Opposite: Business Disruptors we’re turning the spotlight onto host of the podcast Jeff Dewing. Jeff is Founder and CEO of Cloudfm Group, keynote speaker, bestselling author, and a leader who rebuilt his life and company by doing the one thing most people fear: the opposite.

What if telling a client “we won’t hit that date” could make them trust you more? Jeff and Sam sit down to pull apart the myth that leaders must project certainty, and show how truth, humility, and well-designed systems can change outcomes. From childhood lessons to boardroom moments, Jeff shows why owning mistakes turns confrontation into collaboration. They dig into the messy middle of transparency: how to be open without creating panic, and how to time information so it helps rather than harms. 

They also flip a common narrative about technology. Instead of using software to polish the story, Jeff built systems that cannot edit, hide, or delete operational data. Raw field notes reach clients untouched, forcing real behaviour change and signalling that nothing is swept under the rug. It’s uncomfortable and powerful, and it turns a platform into a trust engine.  

Jeff also offers practical steps you can use to embed this culture: align your team, practice public ownership of small misses, and design tools that preserve reality. 

In 2026 Cloudfm Group celebrates its 15th anniversary. 

Find out more about Cloudfm here.

Hosted by Sam Walker 

Watch the podcast on YouTube

Discover Cloudfm Group:

Website  |  LinkedIn

Find the best-selling book Doing The Opposite by Jeff Dewing HERE