For Founders and Solopreneurs Whose Expertise Is Their Business
If You're Stuck Or Stalling
The Problem Isn't Your Current Strategy.
It's What It Requires You To Become.
Progress has slowed. Decisions you thought were settled keep coming back. You start things, adjust them, then stall again.
There’s a reason for this, but it's not what you think it is.
You’ve built real expertise and turned it into a working business, or you’re ready to make that move now.
Either way, you’re not starting from zero.
Yet execution keeps breaking down. Not randomly. Consistently.
This isn’t a knowledge problem.
It isn’t about finding the right framework.
And it isn’t a matter of trying harder.
It’s a structural conflict between the strategy you’re running and how you actually think, decide, work, and sustain energy.
I call this Strategic Friction™.
And until it is diagnosed, no amount of optimisation, courses, or willpower will resolve it.
Progress has slowed. Decisions you thought were settled keep coming back. You start things, adjust them, then stall again.
There’s a reason for this, but it's not what you think it is.
You’ve built real expertise and turned it into a working business, or you’re ready to make that move now.
Either way, you’re not starting from zero.
Yet execution keeps breaking down. Not randomly. Consistently.
This isn’t a knowledge problem. It isn’t about finding the right framework. And it isn’t a matter of trying harder.
It’s a structural conflict between the strategy you’re running and how you actually think, decide, work, and sustain energy.
I call this Strategic Friction™.
And until it is diagnosed, no amount of optimisation, courses, or willpower will resolve it.
200+ expert-led businesses diagnosed. All stuck. All solving the wrong problem...until the real constraint became visible. Read more about their results here: [The Evidence].
I've trained across coaching, consulting, and therapy, but I don't practise any of them in isolation.
Twenty-five years building businesses. Fifteen working with founders on strategy and execution. Thousands of hours in conversations most advisors never have.
The work sits where those disciplines meet: commercial reality, psychological structure, and the questions that don't resolve cleanly.
That's where friction lives. That's where this work operates.
When you're ready, the chair is waiting. - Mark
I've trained across coaching, consulting, and therapy, but I don't practise any of them in isolation.
Twenty-five years building businesses. Fifteen working with founders on strategy and execution. Thousands of hours in conversations most advisors never have.
The work sits where those disciplines meet: commercial reality, psychological structure, and the questions that don't resolve cleanly.
That's where friction lives. That's where this work operates.
When you're ready, the chair is waiting. - Mark
The Patterns You Can't Break
You’re not stuck because you lack ideas, effort, or intelligence.
What's happening is more subtle, you keep running into the same problems, but in different forms.
Patterns like:
- revisiting your offer again and again without it ever quite settling
- knowing what needs to happen next, but not moving
- starting strong, then stalling once visibility or commitment increases
- oscillating between momentum and exhaustion
- making progress feel heavier than it should, given your experience.
To anyone observing, none of this looks like a crisis.
Works is happening. Progress is being made.
But you know the truth.
While you might look busy, you're circling the same issues and you keep arriving back at the same place.
You don’t feel frustrated because nothing is happening.
You feel frustrated because things are happening, but nothing is changing.
Strategic Friction: The Invisible Tax
What you're experiencing has a name: Strategic Friction™.
It's the invisible tax you pay when the strategy you’re trying to run doesn’t match how you actually operate.
I work with people who are overpaying that tax every day, usually without realising it.
Strategic Friction™ shows up as gaps between:
- the role you believe you need to play and the person you actually are.
- the business you think you should build and the one you could realistically sustain.
- the goals you think you’re meant to chase and the outcomes that would actually make you feel alive.
This friction rarely announces itself directly.
Instead, it shows up as:
- procrastination
- overthinking and constant refinement
- exhaustion and burnout
Those aren’t the problem.
They’re the effects.
The underlying cause is a hidden structural misalignment. A mismatch between how the business is designed and how the you actual function.
Until that misalignment is made visible, effort keeps increasing while results don’t.
The most expensive problem in your business is the one you can’t see.
Learn about the three forms of Strategic Friction™ here.
Why Previous Solutions Haven't Worked
You’ve already tried to fix this.
New strategies. Better systems. More discipline.
Courses, frameworks, advisors, maybe even therapy or coaching.
Some of it helped, briefly.
But the underlying problem stayed intact.
That's because most solutions assume the problem can be solved by getting you to do more, and therefore, prescribe the following:
- more structure
- more accountability
- better habits
- clearer goals
They treat the symptoms as the problem.
But when effort keeps increasing and results don’t, the problem is rarely through a lack of trying.
I Don't Prescribe.
I Diagnose.
I don’t sell frameworks, systems, or step-by-step methods.
I don’t help you “push through” resistance or optimise performance.
My work is diagnostic.
It operates on a different principle, which is:
The Diagnosis Is The Prescription.
I identify the structural conflict between:
- the strategy you’re trying to run, and
- how you actually operate as the person running it
When that conflict remains unseen, no amount of motivation or optimisation resolves it.
When it becomes visible, something changes.
Decisions stop feeling heavy.
Execution stops requiring force.
The next move stops being theoretical.
This isn’t about doing more.
It’s about removing the invisible drag that’s been distorting everything downstream.
This is not business coaching.
There is no curriculum, no sequence of modules, and no accountability system designed to push you forward.
This is not marketing consulting.
I’m not here to build funnels, write copy, or hand you a positioning framework.
This is not therapy.
We’re not revisiting your past unless it directly explains a present-day constraint affecting performance.
My methodology, Aletheia Performance™, is based on the ancient Greek idea of truth as unconcealment, not correctness, but visibility. (explore more here)
In practical terms, the work is straightforward. Make the real constraints visible.
Once they are, execution stops being a 'willpower' problem.
Decisions lighten and the next moves becomes obvious.
The Strategic Friction
Diagnostic
A single, intensive session designed to deliver one outcome:
A clear diagnosis of where your strategy and how you actually operate are misaligned, and what that means for the next 30–90 days of decisions and action.
This is not a discovery call.
It’s not a sample session.
It’s a complete diagnostic intervention.
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