One Christmas, I picked up a book, 10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan and Benjamin Hardy. The title seemed as daunting as its ideas. I struggled at first, not quite believing that shifting my focus from doing more to doing what truly matters could create business leadership freedom. But gradually, the fog lifted. I realised that real success isn’t about piling on more tasks or chasing perfection, it’s about carving out genuine freedom: the freedom to lead, to live, and to build something meaningful without losing yourself in the process.
That moment changed everything.
At the same time, we were deepening our work with the Entrepreneurial Operating System (EOS), a framework that helped us put structure around our vision, improve accountability, and align our leadership team. EOS gave us the clarity and tools to turn insights into action. It became the backbone of how we run our business and support our clients, combining the practical with the visionary.
I shared what I’d learnt with our leadership team, and we saw our own struggles reflected back at us. We weren’t here just to manage busy work, we wanted to support business owners who were weighed down by an ever-growing load that simply wasn’t working for them or their business. We recognised that our most valued clients aren’t defined solely by numbers, but by a shared desire to break free from stress and rediscover their passion.
This isn’t a polished fairy tale, it’s the real, sometimes messy journey of trial, error, and growth. EOS helped us simplify. 10x helped us dream bigger. And every stumble taught me the value of stepping back, shedding the weight of endless distractions, and rediscovering what truly matters.
