The idea was born out of a set of notes he wrote to coach struggling colleagues, which evolved into a lunch‑and‑learn, then a formal half‑day training, and finally a two‑and‑a‑half‑day workshop.

Once he realized how widespread the problem was, he spotted a gap in the market.

“In my CMO role, I was famous for teaching, and people always told me ‘you should do that, or write books, because that’s when your eyes light up,’ so now I’m going to make that a bigger part of my life.”