You're still running the old playbook.
It's time to write your own.
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For founders and leaders who've outgrown the way they operate
The approach that got you here made sense at the time. Being across everything, backing yourself. It worked – until the business grew, or the role did, and the same instincts started getting in the way.
Most people try to fix that with better systems or a clearer strategy. Sometimes that helps. But underneath most of those patterns is something older – an inherited set of assumptions about what success looks like and how to get there. A playbook you never consciously chose.
That’s where I work.
Hi, I’m Anna.
I’ve spent over a decade studying what happens when people get trapped by the very thing that made them successful – and what it actually takes to redesign from there.
The inherited assumptions about what success looks like, how hard you have to work, what letting go actually means. The playbook you never consciously chose but have been running ever since.
I work with founders and senior leaders – through one-to-one coaching, facilitated offsites and keynotes – to surface those assumptions and build something that fits who they actually are now.
Whose definition of success are you running?
There are a few ways we can work together
The right one depends on where you are and what you need.
Working one-to-one
A thinking partnership for founders and senior leaders who want an outside perspective on how they’re operating.
Workshops and offsites
Facilitated sessions for leadership teams, diagnostic-led and built around the moment your organisation is in.
Speaking and keynotes
For conferences, away days, and leadership events. Topics around the gap between what got you here and what gets you further.
What clients say
Discover my books
Out in 2027
Rewrite Your Success Scripts
Why the beliefs that got you here won't get you where you're going
You succeeded by becoming a particular kind of person. That person is now the thing capping you. This book traces where those beliefs about success came from, what they cost you now, and how to write new ones.
I’m writing it in the open and publishing the ideas as I go.
Outside of the 9 to 5
A practical guide to designing and building a profitable business that gives you freedom, flexibility and fulfilment.
Leaving the Corporate 9 to 5
Stories from people who’ve left the corporate 9 to 5, and how you can do it too.
Are you a solo expert?
One Step Outside is where I work with coaches, consultants, and speakers on the business itself – model, positioning, pricing, and how to make it sustainable on your own terms.