THE WORKsds
ALETHEIA PERFORMANCE
The Workv
Over thousands of hours, I’ve sat in deep, often uncomfortable conversations with professionals at every level of success.
Some have already “won”. They built the business, reached the status, achieved the outcome they were aiming for, only to realise, too late, that it was the wrong game for them entirely.
Others are still in the daily grind.
Pushing. Forcing. Straining against resistance they can’t name.
Trying to execute strategies that look right on paper but feel wrong in practice.
In both cases, the pattern is the same.
The issue isn’t ambition.
It isn’t intelligence.
And it isn’t a lack of effort.
It’s called Strategic Friction™ and it requires diagnosing. (Details Here)
It’s the invisible tax you pay when the strategy you’re trying to run doesn’t match how you actually operate.
It shows up as a gap between the business you think you should build and the one you can sustain.
Between the role you’re trying to play and the person you actually are.
Between what you think you are meant to achieve and what would actually make you feel alive.
The symptoms look like procrastination, overthinking, and burnout. Those aren’t the problem. They’re the effects.
The underlying cause is structural misalignment.
Until it’s made visible, effort increases but results don’t.
I Don't Prescribe.
I Diagnose.
Most solutions in this space focus on prescriptions: systems, frameworks, step-by-step methods designed to be applied broadly.
This work doesn’t.
It operates on a different principle:
The diagnosis is the prescription.
I work with founders and solopreneurs whose business depends on their expertise, and who are stuck.
Not because they lack ideas or discipline, but because there is a hidden conflict between the strategy they’re running and how they actually operate.
When the structural conflict driving your results becomes visible, something changes.
Execution stops being a matter of willpower. Decisions stop feeling heavy. The next move stops being theoretical.
It becomes clear.
And in many cases, it becomes hard not to act.
This is not 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.
I call this methodology Aletheia Performance™, based on the ancient Greek idea of truth as unconcealment, not correctness, but visibility.
In practical terms, the work is straightforward:
Make the real constraint visible.
Once it is, what to do next usually becomes self-evident.
The Existential Strategist
Today, my work is grounded in experience rather than theory.
Twenty-five years building businesses.
Fifteen years consulting across strategy and execution.
And more than a decade working with people at the point where decisions, identity, and consequence meet.
Along the way, I trained across coaching, consulting, and therapeutic disciplines. But I don’t practise any of them in isolation.
The work is a synthesis.
I move between commercial strategy, psychological insight, and philosophical inquiry as the situation requires. Sometimes within the same conversation, sometimes within the same moment.
Not because it’s interesting.
Because real problems don’t arrive neatly categorised.
I hold the credentials of a consultant, a coach, and a therapist, but I don’t accept the limits of any one of those roles.
Those labels describe tools.
They don’t describe the work.
I am an Existential Strategist.
I help people resolve the structural friction that singular approaches can’t reach. The conflicts that sit beneath strategy, beneath mindset, and beneath behaviour.
That’s where execution either frees up or fails.
And that’s where this work lives.
Aletheia Performance
I call my methodology Aletheia Performance™.
Aletheia is the ancient Greek concept of truth as unconcealment. It differs fundamentally from the modern idea of truth as factual correctness.
For the Greeks, truth wasn’t about being right.
It was about making what was hidden visible.
Truth was understood as:
- A Revelation: Something previously concealed brought into awareness. Not passively noticed, but actively revealed.
- A Reality, Not a Construction: The undistorted nature of things as they actually are. Discovered, not manufactured or optimised into existence.
That understanding sits at the centre of my work.
The aim is not improvement for its own sake.
It is to reveal the specific truth about how you operate, and where that truth has been obscured.
To make visible the structural conflicts shaping your decisions, behaviour, and results. The ones you cannot see from inside the system you’re operating.
Aletheia Performance™ is a diagnostic methodology that works by using your observable performance as data:
- what you consistently think about
- what you do and delay
- what you choose, discount, or avoid
These aren’t interpreted psychologically or judged morally.
They are treated as evidence of structure.
When the structure becomes visible, something predictable happens.
The experience of being “stuck” dissolves. Not because effort increases, but because resistance no longer needs to be managed.
The next strategic steps become clear and stop requiring force.
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