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executive coaching dubai

Clarity
for Founders

You're successful, but gaining clarity for your next step is crucial.

As complexity increases, so does the necessity for the right partner.

Focus on what truly matters and define your next steps for greater success.

  • Are you already successful, but know you’re capable of more?
  • Do you feel busy and productive, but not fully aligned with what matters most?  
  • Are you making big decisions without complete clarity?  
  • Do you feel pulled in multiple directions, unsure where to focus?  
  • Are you questioning whether you’re spending your time in the right way?  
  • Do you want to step back and think more strategically about your life and future?  
  • Are you achieving results, but not feeling the fulfilment you expected?  
  • Do you feel there’s a bigger picture you haven’t fully defined yet?  
  • Are you looking for clearer direction, not just more activity?
  • Do you want to make better decisions with more confidence and perspective? Are you already successful, but you know you are capable of achieving more? 
team coaching in dubai

Design Your
Next Chapter

You know there’s more ahead, but the path isn’t clear yet. 


Too many options create noise, not clarity. 


Turn uncertainty into a clar, focused plan for what's next. 

  • Do you feel there should be more ahead, but aren’t clear what it is yet?
  • Are you weighing multiple options, but struggling to decide which path to take?
  • Do you have ideas for what’s next, but haven’t turned them into a clear plan?
  • Are you looking for something more meaningful than what you’ve already achieved?
  • Do you want your next chapter to be more intentional — not just another success?
  • Do you feel a lack of direction now that your previous focus has gone?
  • Are you unsure what role work should play in your life going forward?
  • Do you want to create something new, but it has to feel right this time?
  • Are you taking time out, but starting to question what comes next?
  • Do you feel pressure to make a decision, but don’t want to rush into the wrong one? 
business coaching dubai

Life Beyond
Exit

When business is no longer the centre, something shifts.


Without structure and identity, clarity can fade.


Rediscover your purpose & passions for the life you actually want.

  • Does life feel different now, even if you can’t fully explain why?
  • Have you lost the structure and routine that once drove your days?
  • Do you feel a gap between your success and your sense of fulfilment?
  • Has your sense of identity shifted since stepping away from your main focus?  
  • Do you find yourself questioning what truly matters now?
  • Has having more time created more uncertainty rather than clarity?
  • Do you miss the sense of purpose that came from what you were building?  
  • Are you unsure how you want to spend your time going forward?
  • Do you feel less connected to the networks and people you once engaged with daily?
  • Are you wondering what success looks like at this stage of your life? 

Trusted by

A message from Adam Ashcroft,
The Advantage Coach

Do You Have a Plan for your Life?

If you're like most, your answer is probably no. I've been there too - until I discovered that having a clear, actionable plan would transform my life in ways I never imagined.

While you likely have a solid plan for your business — a strategy for growth, a roadmap for success — clarity about your life beyond work may be lacking. What do you truly desire? What comes next? What is it all building toward? For someone accustomed to having a clear direction, this uncertainty can be challenging to navigate.

You've Achieved Success. Now What?

Most founders and leaders I work with have surpassed expectations, building businesses, leading teams, and creating wealth. However, at some point—often during a transition, an exit, or a moment of honest reflection—the question evolves.

It's no longer about "How do I grow this?" but rather "What do I truly want my life to look like?" and often "What should my next business move be, and is it the right one?"

Both questions deserve the same rigor, structure, and clarity you've brought to your other pursuits.

Not Just Life Coaching. Not Just Business Coaching. Both.

What sets this work apart is that most coaches operate within a single domain — life coaching or business strategy. However, for founders and leaders at your level, these aspects are inextricably linked. Deciding whether to scale or sell isn’t just a financial decision but a personal one. How you lead your team reflects who you are as an individual, and whether your next venture invigorates or drains you depends on its alignment with your true desires.

With over 25 years of experience building and scaling businesses globally, leading teams, navigating exits, and advising founders and CEOs, I can steer our conversations wherever necessary. Some sessions may resemble executive coaching, others may feel like business advisory, while many incorporate strategic thinking with no agenda other than your success.

Consider me a Swiss Army knife in your corner — able to fluidly address your business challenges, leadership, the next chapter of your life, and the broader questions about what you truly want. Whatever direction the conversation needs to go, that's where we’ll head.

The goal remains consistent: to help you achieve peak performance in both your business and your life.

A Different Kind of Plan

The Advantage Operating System provides a structured framework designed to help high-performing founders and leaders create a clear, intentional life plan, mirroring the strategic thinking they've applied to their businesses.

It is built on three foundational pillars:

1. The 3 Ps of Success — Purpose, Passions, and Progress. The groundwork for everything.


2. The 7 Steps to Success — A proven process to clarify your current position, future direction, and the steps needed to get there.


3. The Advantage Playbooks — Practical tools to address the real challenges that leaders face, rooted in over 25 years of building, scaling, and advising businesses globally.

This is not just theory but a system born from my experience — having built and sold my own business and realizing that success without direction isn't the satisfying destination we envision.

Who This Is For

You are a founder, business owner, or senior leader who has built something significant. You may currently be grappling with a business challenge — whether it’s scaling, restructuring, deciding to sell, rebuilding after an exit, or contemplating your next venture. Additionally, you might be wrestling with larger questions around direction, purpose, and what your next chapter should entail. Most likely, it's a combination of both.

You don’t need someone who solely understands business strategy or someone who only focuses on the personal side. You require a partner who can integrate both domains and help you cultivate clarity across the board.

That is precisely what this work aims to accomplish.

What Changes

The founders and leaders who engage in this process emerge with a clear understanding of what they want, why it matters, and the next steps to take.

In their business, they make sharper decisions, exhibit stronger leadership, and articulate clearer direction.

In their life, they gain real clarity on what they desire, where they're headed, and how to achieve it with purpose.

This isn’t vague direction; it’s a genuine plan for both your business and your life.

About Adam

I am a business founder, advisor, and accredited executive coach with over 25 years of experience in building and scaling businesses globally.

I understand firsthand the experience of reaching the summit only to find the view unexpected. I also know what it’s like to face a pivotal business decision without anyone in your corner who fully comprehends the whole picture.

This experience, combined with my work with hundreds of founders and thousands of leaders, has shaped the Advantage approach.

My role isn’t to dictate what you should do. It’s to help you uncover what you already know and build the tangible plan to bring it to fruition across your business, your leadership, and your life.

The Most Successful People Have a Plan.

Countless companies and individuals have leveraged this approach to gain clarity, direction, and meaningful progress — in both their businesses and their lives.

The question isn’t whether you’re successful enough.

It’s whether your life and business — right now — truly reflect what you want them to be.

If the answer isn’t a resounding yes, let’s talk.

[Book a Discovery Call]

Adam Ashcroft is the creator of the Advantage Operating System (AOS)
Pivotal to this philosophy is the power of a Strengths Based Approach

People who have an opportunity to use their talents, passions and strengths:

3 X

as likely to report having an excellent quality of life

6 X

as likely to be engaged

in their jobs

38 %

More likely to be

highly productive

44 %

More likely to earn higher Customer satisfaction scores

Source: Gallup

Success Stories

man profile image

Lola Myshketa

Founder

LM

Adam’s success story as an entrepreneur, his outstanding achievements in the corporate world, combined with his natural talent in dealing and influencing people are a very unique combination that he brings to the coaching industry.

Adam’s techniques are effective, because he is able to coach and guide from a very deep and broad personal experience. His genuine drive and passion to empower his clients to live a life of purpose is the real deal and the true value add.

 

The strengths-centered business model that underpins Adam’s coaching practice alongside his intuitive, honest, deeply enthusiastic style are massively engaging to work with. 

 

Most importantly Adam champions diversity and inclusion, which I find inspiring and quite rewarding, so if you are an executive woman or business owner seeking to reach new heights both personally and professionally, look no further. Adam is your go-to Executive coach in Dubai!

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Conor McHugh

Founder & CEO

Alchemy

I would highly recommend using Adam's services. In particular if you are running a business by yourself and really need a good sounding board for advice.

I found Adam was a great listener and effectively told me what I "needed" to hear as opposed to what I "wanted" to hear. The biggest take away I took from everything was my accountability improved and my organizational skills.

All in all, I found Adam's professional & personable approach very refreshing and would recommend his services to anyone.

woman profile image

Mark Taylor

CEO & Managing Director

PIF Projects & MACE

I have now been working with Adam for a number of years and thoroughly enjoyed our coaching sessions, the sharing of life experiences, expanding both our networks and maximising our time together.

The passions, enthusiasm, positivity and energy that Adam brings with his style of coaching has directly challenged my thinking, changed my priorities and focused me on my strengths to make sure I live and breathe them daily.


A truly enjoyable journey with Adam, where the challenges we face as business leaders are overcome and put into perspective after each and every season. If you are sceptical of coaching and or the benefits that can be realised, then just meet Adam, and you will start a process that will be rewarding to both your personal and business life.

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Umer Saleem

Vice President

HWArobotics

Adam has been transformational in both my professional & personal life accelerating my success. His discipline & methodical work style has given me the foundations to build the very best version of myself into my daily routine.

Since working directly with Adam I have experienced even higher levels of success which I can only attribute to our working relationship. I very much look forward to a long fruitful coaching relationship with Adam so I can reach even greater heights. I have no hesitation in recommending him as an extremely capable Executive Coach and Business Owner Advisor.

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Joy Spiropoulos-Lavers

Finance Director

Reel

Working with Adam has helped me leverage my strengths and truly understand myself and my professional goals. He has helped me come up with a clear and focused plan with specific goals that I can work with in the coming months.
Adam's positivity and outlook on life truly helps to keep you focused and determined. It has been a rewarding experience and I can highly recommend working with Adam if you are fortunate enough to have the opportunity.

man profile image

Nick Smith

Multi-Business Owner

Resolve, Rollo & Primus

Adam's coaching has been exceptional since we started working with him toward the end of last year. The focus, direction and ideas he has helped us unlock have all transformed the way we work for the better.

The use of strengths and how to better leverage those has been a key part in the change we have seen and I can't imagine there's anyone out there who has a better understanding than Adam does in this area.


In addition to being a great coach & business advisor, he is also an all-round good person!

man profile image

Michael Todd

Chairman & Founder

2b Limitless

Adam is a strengths based ‘High Performer’ - I first met him as a coaching client and his commitment to the process of growth and development led him to our coach training process. It soon became apparent that Adam had a real talent for coaching individuals and teams. 

His high level corporate experience and skills combined with his coaching skills create a real unique value proposition. I would highly recommend Adam as a strengths-based coach of real quality who is sure to have an impact on high-performance people, teams and organizations. I am really looking forward to collaborating with Adam and supporting his continued growth and success.

man profile image

Harry Tregoning

Managing Partner & Founder

Tregoning Group

Having founded and run my own business for several years I was looking for the best business coach to support my continued growth as a business founder &  leader, and help take Tregoning Group to the next level.

Adam is the only Dubai based Business Coach I am aware of who has successful started, led, grown and sold his own business.  He brings invaluable experience from his own journey to support me to get the very best out of my life and businesses.  Without hesitation I would recommend Adam and his coaching skills to help support you, your business and your life reach their full potential.

man profile image

James Bourke

Founder & CEO

Energy Driven Systems (EDS)

“Adam and his tools and strategies have become core to our culture. He has been one of the critical influences to EDS’s success. From coaching and advising myself and our key leaders through to helping our leadership team unleash our company’s full potential. 

Adam helped us map out our vision on how to become a world class organization”.

The Advantage Coaching Packages

30-Day
Advantage Reset

find out more 

30-Day Advantage Reset

Reset your direction, priorities, and focus so your success feels meaningful again.


Who it’s for

Founders and senior leaders (especially post‑exit) who feel stuck, uncertain, or “between chapters” and want fast clarity on what’s next.


What it helps them achieve

In 30 days, you will create clarity on where they are, what you really want next in life and business, and one specific area where we will create visible progress now.


What’s included (high level)

  • 1 x deep‑dive assessment session using the 7 Steps Advantage framework (Purpose, Passion, Routines, Connections, Scoring, Goals and 1-Page Plan).
  • 1–2 focused sessions to work on a single priority (e.g. next‑chapter vision, key decision, overcome specific challenge, short‑term goals)
  • A simple written summary of your current reality, key scores, and agreed next steps

The Challenges You’re Facing


You’ve built something significant. You’ve sold your business, stepped back from the day‑to‑day, or reached a level of success most people only dream about. On paper, everything looks great.


But inside? You feel stuck. Restless. Uncertain about what comes next.


You’ve tried staying busy – new projects, advisory roles, investments – but nothing quite clicks. You’ve told yourself you just need a break, more time to figure it out, but the months keep passing and the clarity never comes. You’re used to having a plan, hitting targets, knowing exactly where you’re going. But now? Your life feels reactive, unfocused, like you’re drifting between options without real direction.


The worst part? You feel like you should have this figured out by now. You’ve solved harder problems than this. Yet here you are, successful but uncertain, wealthy but wondering what it’s all actually for.


I understand you


I’m Adam Ashcroft, and I’ve spent over two decades working with founders, senior leaders, and high‑performers who’ve reached the top – only to realise the view isn’t what they expected.


I’ve sat across from people who’ve sold businesses for millions, built global teams, and achieved everything they set out to do… only to feel lost when the mission ended. I’ve watched brilliant, driven people struggle with the same question: “What now?”


I’ve also lived it myself. After years building teams, leading organisations, and helping others succeed, I hit my own moment of realisation: success without clarity is just noise. Achievement without purpose feels hollow. And no amount of external validation fills the gap when you don’t have a clear plan for your own life.


That’s what led me to create the Advantage Operating System (AOS) – a structured, practical framework that treats your life with the same rigour and intentionality you’d apply to building a business. Because the most successful people have a plan. Where’s yours?


This is why I created the 30‑Day Advantage Reset


The 30‑Day Advantage Reset is designed to give you what you’re missing: clarity, direction, and a concrete next step.


In just 30 days, we cut through the noise, map where you actually are, define what you really want, and create visible progress on the one thing that matters most right now. No fluff. No generic advice. Just a focused, structured reset that respects the level you’re already playing at.


Book Your Discovery Call


Unlock Clarity and Direction with the 30‑Day Advantage Reset


Join the 30‑Day Advantage Reset and finally get clear on what your next chapter looks like – and start building it.


This isn’t about motivation or feel‑good exercises. It’s about applying the same strategic thinking you use in business to your own life. You’ll use the proven 7‑step Advantage framework to assess where you are, identify what’s missing, and create a practical plan to move forward with purpose and confidence.


By the end of 30 days, you’ll know exactly where you stand, what you want next, and what to do about it. You’ll stop drifting and start designing the life you actually want – one that feels as successful on the inside as it looks on the outside.


This program is perfect for you if you:


  • Have sold or stepped back from your business and feel “between chapters”
  • Are objectively successful but feel restless, stuck, or underwhelmed by your current life
  • Are facing a key decision or transition (new venture, portfolio career, impact work, relocation)
  • Have multiple options but lack clarity on which path is actually right for you
  • Are used to structure and plans in business, but feel unclear and reactive about your own future
  • Want to test working with The Advantage Coach before committing to a longer program
  • Are ready to take action, not just talk about change


Book Your Discovery Call


By the end of the 30‑Day Advantage Reset you will:


Have a clear picture of where you are right now

You’ll complete a comprehensive assessment using the 7‑step Advantage framework, mapping your current reality across purpose, passion, routines, relationships, and key life domains. No more guessing or vague feelings – you’ll see exactly what’s working, what’s not, and what’s missing.


Know what you actually want next


You’ll move beyond vague ideas like “more balance” or “something meaningful” into a concrete vision of your next chapter. You’ll define what success looks like for you now – not what it looked like five years ago, and not what other people think it should be.


Create visible progress on one high‑leverage priority


Together we’ll identify the single most important area to focus on right now (e.g. clarifying your next‑chapter vision, making a key decision, unlocking a key challenge, designing a 90‑day plan, aligning your routines with what matters). Then we’ll work on it intensively so you see real movement in 30 days.


Walk away with a practical next‑steps plan


You’ll receive a summary of your assessment, insights, and the work we’ve done, plus a clear set of next actions. You’ll know exactly how to continue your progress – whether you choose to move into the full Unlock Your Advantage program or continue on your own.


Feel aligned, focused, and in control again


You’ll stop feeling like you’re drifting or reacting. You’ll have clarity, direction, and momentum – and the confidence that comes from knowing you’re building something intentional, not just filling time.


“Adam has helped me view my career and personal life from a new perspective. His extensive experience working with top talent in the Middle East and beyond has been an invaluable sounding board and a platform for new strategic thinking and direction. Even the greatest world leaders need coaching and guidance - many of them are public in their praise for the role coaching has played for them - and I highly recommend Adam and The Advantage Coach.”

James Tebbs, Managing Director, Ankura


And here’s what makes the 30‑Day Advantage Reset so effective:


1. A proven, structured framework

The 7‑step Advantage model isn’t theory – it’s a practical system used by successful founders and leaders to design lives that actually work. You’re not starting from scratch; you’re using a roadmap that’s already delivered results for people like you.


2. Focused on one priority, not everything at once

Most coaching tries to fix everything. The Reset is different: we identify the one area that will create the biggest shift right now, and we go deep on that. You get real progress, not surface‑level insights across ten topics.


3. Treats your life like you’d treat your business


You wouldn’t run a business without a plan, clear goals, and regular reviews. The Reset applies that same rigour to your life – because you deserve the same level of intentionality and strategy you give to everything else.


4. Designed for high‑performers who are short on time

This isn’t a six‑month commitment. It’s 30 days, structured and intensive, designed to fit into the life of a busy founder or leader. You get clarity and momentum fast, without endless sessions or vague timelines.


5. A genuine test‑drive of working together

If you’re considering the full Unlock Your Advantage or Platinum programs, the Reset lets you experience the Advantage approach first‑hand – with no long‑term commitment required.


How the 30‑Day Advantage Reset works:


Over 30 days, you get a focused, structured experience built around the 3P’s (Purpose, Passions, Progress), 7 steps and Advantage Success Playbooks within the Advantage AOS framework.


Session 1: Deep‑dive assessment (90 minutes, 1:1)


A comprehensive diagnostic of your current reality using the Advantage model. We walk through the 7 steps (purpose, passions, routines, connection, scoring, etc.) and key life domains. We score and map where you are strong, where you’re neglecting important areas, and where you feel stuck or confused. You leave with a clear picture of your situation and a shared understanding of the areas that matter most.


Sessions 2–3: Focused work on one priority (60–90 minutes each, 1:1)


From the assessment, we agree on one priority area that will create the biggest positive shift right now. Typical focuses include:


  • Clarifying your post‑exit or next‑chapter vision
  • Making a specific decision (new venture vs. advisory portfolio, stay vs. move, corporate role vs. own projects)
  • Addressing a key relationship or leadership challenge that’s blocking progress
  • Designing a 90‑day plan to test or launch a new direction
  • Aligning your routines and habits with what you say matters most


In these sessions we use relevant Advantage Playbooks and tools to turn abstract ideas into concrete options, choices, and actions. By the end of 30 days, you will have made visible progress on that one priority.


Written summary & next‑steps plan


After the sessions, you receive a concise summary covering:


  • Your scores and insights from the 7‑step assessment
  • The key themes, decisions, and realisations that emerged
  • The priority area we worked on and the progress you made
  • A short, practical next‑steps plan with concrete actions and recommended focus areas


This document gives you a snapshot of where you are, a reference point for future decisions, and a bridge into the full Unlock Your Advantage or Platinum programs if you choose to continue.


Investment


The 30‑Day Advantage Reset includes:


  • 1 x 90‑minute deep‑dive assessment session
  • 2 x 60–90 minute focused coaching/mentoring sessions
  • 30 days of support via email for quick questions
  • Access to relevant Advantage Playbooks and tools
  • Written summary and next‑steps plan


Sessions are delivered 1:1 via Teams or in‑person (Dubai, UAE).


Book Your Discovery Call


About Adam Ashcroft


Hi, I’m Adam Ashcroft – founder of The Advantage Coach and creator of the Advantage Operating System.


For over 20 years, I’ve worked with founders, senior leaders, and high‑performers across industries and continents. I’ve helped people navigate exits, career transitions, leadership challenges, and the often‑overlooked question: “What do I actually want my life to look like now?”


I’ve led teams, built businesses, and spent years studying what separates people who thrive after success from those who drift. The answer? A plan. Not a vague vision board or a list of goals – a real, integrated plan that treats life with the same intentionality you’d apply to building a business.


That’s why I created the Advantage framework and the Unlock Your Advantage methodology. It’s a structured, practical system based on the 3 P’s to Succeed (Purpose, Passions, Progress) and 7 Steps for Success that helps successful people design lives that feel as good as they look.


I’ve worked with clients across the Middle East, Europe, and beyond – from post‑exit founders to C‑suite leaders to entrepreneurs building their next chapter. And I’ve seen first‑hand how powerful it is when someone finally gets clear on what they want and starts building it intentionally.


I’m excited to help you do the same.


You can truly have clarity, direction, and a life that feels meaningful again


It just takes a structured approach, focused support, and 30 days of intentional work.


By the end of the 30‑Day Advantage Reset, you will have a clear picture of where you are, a concrete vision of what you want next, and visible progress on the one priority that matters most right now. You’ll stop drifting and start designing. You’ll feel aligned, focused, and in control again.


The most successful people have a plan. Where’s yours?

Schedule a call today to book your 30-Day Advantage Reset

Unlock Your Advantage Program

Create your life plan to succeed in the business of life.


Who it’s for

Successful entrepreneurs and leaders—often after an exit—who want more than just another business goal. They want an integrated life plan that aligns purpose, wealth, work, and relationships.


What it helps them achieve

Across 10+1 sessions, we design a practical life plan: clear purpose, defined passions, aligned routines, stronger connections, and a roadmap that makes your next chapter intentional, not accidental.


What’s included (high level) 

  • Structured journey through the 3P’s & 7 Steps for Success using the Advantage Operating System (AOS) and Life Playbook as a guide
  • 1:1 sessions following the “1+10” model (Induction + 10 core sessions)
  • CliftonStrengths 34 & Builder Profile 10 assessments and debrief
  • A “Life Plan” document you can keep and revisit

The Challenges You’re Facing


You’ve achieved what most people only dream about. You’ve built businesses, led teams, created wealth, made an impact. You’ve hit the goals you set years ago – maybe even exceeded them.


But now you’re facing a different kind of challenge.


You’ve got options, opportunities, resources… but no clear direction tying it all together. You’re juggling multiple projects, investments, advisory roles, family commitments – but nothing feels quite aligned. You wake up busy, but not energised. Successful, but not satisfied. Wealthy, but wondering what it’s all actually building toward.


You’ve tried to “figure it out” on your own. You’ve read the books, attended the conferences, had the conversations. You’ve told yourself you just need more time, or the right opportunity will appear, or things will click into place eventually. But they haven’t. And the nagging feeling that you’re drifting – that your life is reactive rather than intentional – won’t go away.


Here’s the truth: You wouldn’t run a business without a clear plan. So why are you running your life without one?


You have a marketing plan, a financial plan, a growth plan for every venture you touch. But when it comes to your own life – your purpose, your relationships, your legacy, the way you actually spend your days – there’s no plan. Just a collection of commitments, good intentions, and the vague hope that it’ll all work out.


It doesn’t have to be this way.


I understand you


I’m Adam Ashcroft, and I’ve spent over two decades working with founders, CEOs, and senior leaders who’ve reached the summit – only to realise they’re not sure where to go next.


I’ve worked with people who’ve sold businesses for eight figures and felt empty six months later. Leaders who’ve built global teams but neglected the relationships that matter most. High‑performers who’ve achieved every external marker of success but can’t shake the feeling that something fundamental is missing.


I’ve also lived it. After years leading teams, building businesses (including exiting my own business), and helping others succeed, I hit my own reckoning: I had no integrated plan for my own life. I was reacting, not designing. Busy, not intentional. Successful on paper, but not aligned in reality.


That’s what led me to create the Advantage Operating System (AOS) – a structured, practical methodology that treats your life with the same rigour, clarity, and intentionality you’d apply to building a world‑class business.


Because here’s what I’ve learned: the most successful people have a plan – even if they don’t know it. Elon Musk has a plan. Bezos has a plan. The leaders you admire aren’t winging it. They’ve got clarity on their purpose, their priorities, their routines, their relationships. They know where they’re going and why.


The question is: Where’s yours?


This is why I created the Unlock Your Advantage Program


The Unlock Your Advantage Program is designed to give you what every successful business has, but most successful people lack: an integrated, intentional plan for your life.


Over 11 structured sessions, we’ll work together to design your Life Plan – a clear, practical roadmap that aligns your purpose, passions, routines, relationships, wealth, work, and legacy. You’ll move from reactive to intentional. From drifting to designing. From successful to significant.


This isn’t therapy. It’s not generic life coaching. It’s a structured, proven methodology that applies business‑level thinking to the business of your life.


Book Your Discovery Call


Design Your Life Plan with the Unlock Your Advantage Program


Join the Unlock Your Advantage Program and create a clear, integrated plan for the next chapter of your life – one that aligns purpose, wealth, work, and relationships into a cohesive whole.


This is a structured, 11‑session journey through the 3 P’s & 7 Steps of the Advantage framework. You’ll work 1:1 with Adam to assess where you are, define what you want, and build a practical Life Plan that makes your next chapter intentional, not accidental.


By the end of the program, you’ll have a Life Plan (Life Playbook) that serves as your personal roadmap – a living tool you can revisit, refine, and use to make decisions with clarity and confidence. You’ll stop reacting to opportunities and start designing the life you actually want.


This program is perfect for you if you:


  • Have sold or stepped back from a business and want to design what comes next with the same intentionality you applied to building it
  • Are a successful entrepreneur or senior leader who feels “stuck between chapters” despite having options and resources
  • Want an integrated plan that connects your purpose, wealth, work, relationships, and legacy – not just another business goal
  • Are tired of drifting between projects, commitments, and opportunities without a clear sense of direction
  • Treat your business with rigour and strategy, but realise you’ve been winging it when it comes to your own life
  • Want to move from success to significance – to build a life that feels as good as it looks
  • Are ready to invest time, energy, and focus into designing your next chapter properly


Book Your Discovery Call


By the end of the Unlock Your Advantage Program you will:


Have a clear, written Life Plan that integrates every part of your life

You’ll walk away with a one‑page Life Plan document that captures your purpose, passions, priorities, routines, relationships, and goals. It’s not a vague vision board – it’s a practical, actionable roadmap you can use to make decisions, set boundaries, and stay aligned.


Know your purpose and how to live it daily

You’ll define your core purpose – the “why” that drives you – and translate it into practical actions, routines, and choices. No more abstract ideas; you’ll know exactly how your purpose shows up in your work, relationships, and daily life.


Understand and leverage your unique strengths

Through the CliftonStrengths 34 & BP10 assessments and subsequent debriefs, you’ll gain deep insight into your natural talents and how to use them strategically. You’ll understand how you’re wired to build Relationships, Influence, think Strategically, and Execute (RISE) – and how to structure your life around your strengths, not against them.


Design routines and habits that actually support what matters

You’ll audit your current routines and design new ones that align with your purpose and priorities. You’ll stop living reactively and start building days, weeks, and months that move you toward the life you want – not just keep you busy.


Strengthen the relationships and connections that matter most

You’ll assess your key relationships – family, partners, team, network – and identify where you’re thriving and where you’re neglecting what matters. You’ll create a plan to invest in the connections that fuel your life and legacy.


Set clear, aligned goals across every time horizon

You’ll define your 3‑month, 12‑month, and 5‑year goals across life and business. You’ll know exactly what you’re building toward and why – and you’ll have a system to track progress and adjust as you go.


Move from reactive to intentional

You’ll stop saying yes to everything and start making decisions based on your Life Plan. You’ll have clarity, confidence, and a framework for navigating opportunities, challenges, and transitions without losing yourself in the process.


Feel aligned, energised, and in control of your life again

You’ll stop drifting. You’ll stop feeling like your life is happening to you. You’ll have a plan, a process, and the confidence that comes from knowing you’re building something intentional – a life that reflects who you are and what you value, not just what you’ve achieved.


“Adam has been my personal coach for the past few years, as well as the coach to my senior leadership teams. His approach to leadership is groundbreaking. The Advantage Operating System (AOS) helps break down the complexity of running businesses. When my teams and I are running “The 7 Steps for Success”, we become unbeatable. Adam’s methodology has transformed the way I approach my leadership to the business of life, and I very much hope you, have the same experience.” 

Mark Taylor, CEO MACE & CEO PIF

SARCC


And here’s what makes the Unlock Your Advantage Program so effective:


1. A proven, structured framework – not generic coaching

The 3 P’s (Purpose, Passions, Progress) & 7‑step Advantage models aren’t theory. They’re a battle‑tested system used by successful founders and leaders to design lives that work. You’re not starting from scratch – you’re following a proven roadmap.


2. Treats your life like you’d treat your business

You wouldn’t build a business without a strategy, clear goals, and regular reviews. The Unlock Your Advantage Program applies that same rigour to your life. You get structure, accountability, and a practical plan – not vague advice or feel‑good exercises.


3. Integrates every part of your life into one cohesive plan

Most coaching focuses on one area – career, health, relationships. The Advantage framework connects everything: purpose, wealth, work, routines, relationships, goals, legacy. You get a Life Plan that works as a whole, not a collection of disconnected goals.


4. Combines assessment, strategy, and execution

You don’t just talk about change – you build it. The program includes deep assessment (CliftonStrengths, BP10, 7‑step scoring), strategic planning (defining purpose, passions, priorities), and practical execution (designing routines, setting goals, building your Life Plan document).


5. Designed for high‑performers who are short on time

This isn’t open‑ended coaching that drags on for years. It’s 11 focused sessions over 3–6 months, structured to deliver a complete Life Plan. You get clarity and momentum without endless commitment.


6. Delivered 1:1 by Adam Ashcroft

You work directly with Adam – not a junior coach or a group program. Every session is tailored to your situation, your challenges, and your goals. You get personalised support from someone who’s worked with hundreds of leaders like you.


7. Includes the Advantage Playbooks – practical tools for every challenge

Throughout the program, you’ll access the Advantage Playbooks – a library of practical tools and frameworks for specific challenges (networking, goal‑setting, decision‑making, conflict management, communication, etc.). You’re not just building a plan – you’re building a toolkit for life.


How the Unlock Your Advantage Program works:


The program follows the 1 + 10 model: one induction session, followed by 10 core sessions that take you through the 3 Ps and 7 steps of the Advantage framework.


Session 1: Induction & Full Assessment (90–120 minutes)


We start with a comprehensive assessment of your current reality. We walk through the 7 steps (purpose, passions, routines, connections, scoring, goals, 1-Page Plan) and score where you are across key life domains. We identify your strengths, gaps, priorities, and the areas where you feel stuck or misaligned. You leave with a clear picture of where you are and a shared roadmap for the work ahead.


Sessions 2–11: Building Your Life Plan (10 x 60–90 minute sessions)


Each session typically focuses on one step of the Advantage framework, building your Life Plan piece by piece:


  • Purpose: Define your core purpose and how it shows up in your life and work
  • Passion: Identify what energises you and how to structure your life around it
  • Routines: Design daily, weekly, and monthly habits that support your priorities
  • Connections: Assess and strengthen your key relationships and network
  • Scoring: Review and refine your scores across life domains; track progress
  • Goals: Set clear 3‑month, 12‑month, and 5‑year goals aligned with your purpose
  • One Page Plan: Your whole life plan on a single page.


When and where appropriate we will bring in Advantage Playbooks, which are specific tools and frameworks, to challenges as they arise (e.g. decision‑making, communication, conflict management).


Throughout the program, we integrate your CliftonStrengths and BP10 assessments to understand how you’re wired and how to leverage your natural talents strategically.


Your Life Playbook


By the end of the program we aim to have a completed Life Plan that captures:


  • Your purpose statement
  • Your core passions and how you use them
  • Your key routines and success habits
  • Your priority relationships and connection strategy
  • Your scores across life domains
  • Your 3‑month, 12‑month, and 5‑year goals
  • Your guiding principles within a single 1-Page Plan


This isn’t a document you file away. It’s a living tool you revisit, refine, and use to make decisions, set boundaries, and stay aligned as your life evolves.


Investment


The Unlock Your Advantage Program includes:


  • 11 x 1:1 coaching/mentoring sessions (1 induction + 10 core sessions)
  • CliftonStrengths and Builder Profile 10 assessment and personalised debrief
  • Access to the Advantage Playbooks and tools
  • Your personalised Life Playbook
  • Email support between sessions for quick questions
  • 3–6 month delivery window (flexible scheduling to fit your life)


Sessions are delivered 1:1 via Zoom or in‑person (Dubai, UAE).


Payment plans available.


Book Your Discovery Call


About Adam Ashcroft


Hi, I’m Adam Ashcroft – founder of The Advantage Coach and creator of the Advantage Operating System (AOS).


For over 20 years, I’ve worked with founders, CEOs, and senior leaders across industries and continents. I’ve helped people navigate exits, career transitions, leadership challenges, and the often‑overlooked question: “What do I actually want my life to look like now?”


I’ve led teams, built businesses, and spent years studying what separates people who thrive after success from those who drift. The answer? A plan. Not a vague vision board or a list of goals – a real, integrated plan that treats life with the same intentionality you’d apply to building a business.


That’s why I created the Advantage framework and the Unlock Your Advantage methodology. It’s a structured, practical system based on the 3 P’s (Purpose, Passion, Progress) and 7 Steps that helps successful people design lives that feel as good as they look.


I’ve worked with clients across the Middle East, Europe, and beyond – from post‑exit founders to C‑suite leaders to entrepreneurs building their next venture. I’ve seen first‑hand how powerful it is when someone finally gets clear on what they want and starts building it intentionally.


My book, Unlock Your Advantage, captures the core of this methodology and has helped hundreds of readers start their own journey. But the real transformation happens when we work together 1:1 – when you don’t just read about the framework, but build your Life Plan with focused support, accountability, and personalised guidance.


I’m excited to help you do exactly that.


You can truly have a life that feels as successful as it looks


It just takes a structured approach, focused support, and the commitment to design it intentionally.


By the end of the Unlock Your Advantage Program, you will have a clear, integrated Life Plan that aligns your purpose, wealth, work, relationships, and legacy. You’ll stop drifting and start designing. You’ll move from reactive to intentional. From successful to significant.


The most successful people have a plan. Where’s yours?

Schedule a call today to book your Unlock Your Advantage Program

Advantage Legacy Platinum

An elite, high‑access mentoring experience to design your life, business, and legacy.


Who it’s for

High‑net‑worth founders and senior leaders who want a deeper, more personal partnership: more access, richer experience, and support in both life and business decisions. ©Growing Together Exponentially


What it helps them achieve

Over 6–8 months, they don’t just design their life plan—they live it. They get close support implementing key changes, navigating complex decisions, and building the legacy they actually want.


What’s included (high level)

  • Everything in the core program, plus:
  • Extended time frame (6–8 months) for flexibility and implementation
  • Higher access to Adam (e.g. WhatsApp/phone access + 24‑hour response, private dinner/golf day)
  • Curated introductions into Adam’s network where relevant
  • Premium onboarding experience (welcome pack, etc.)

You’ve built wealth and success. Now it’s time to build a legacy that matters.


Advantage Legacy Platinum


An elite, high‑access mentoring experience to redesign your life, business, and legacy.


Apply for Platinum


The Challenges You’re Facing


You’ve reached a level most people never will. You’ve built businesses, created wealth, made an impact. You’ve got the resources, the network, the options. You’ve achieved what you set out to achieve – and then some.


But now you’re facing something different. Something deeper.


You’re not looking for another business goal or another exit. You’re looking for meaning. You’re asking bigger questions: What’s my legacy? What do I actually want the next 10 years to look like? How do I turn wealth into social impact or generational wealth? How do I design a life that reflects who I am now, not who I was when I was building?


You’ve tried to figure it out on your own. You’ve read the books, hired consultants, attended the retreats. You’ve had conversations with advisors, mentors, coaches, peers. Some of it helped. But nothing quite gave you what you’re looking for: a trusted partner who understands your level, your complexity, and your ambition – and who can help you design and build the life and legacy you actually want.


You don’t need more information. You need close, ongoing support. Someone in your corner who knows your situation, challenges your thinking, holds you accountable, and helps you navigate the decisions that matter most. Someone who treats your life with the same rigour and intentionality you’ve applied to building everything else.


You need more than a program. You need a partnership.


I understand you


I’m Adam Ashcroft, and I’ve spent over two decades working with founders, CEOs, and high‑net‑worth individuals who’ve reached the top – and realised the real work is what comes next.


I’ve sat with people who’ve sold businesses for eight and nine figures and felt lost six months later. Leaders who’ve built empires but struggle to build the relationships that matter most. High‑performers who’ve achieved every external marker of success but can’t shake the feeling that their best years are behind them – or that they’re not building anything that will outlast them.


I’ve also learned this: at your level, the challenges aren’t tactical. They’re strategic, personal, and often invisible to everyone around you.


You’re navigating complex decisions that don’t have clear answers: Should I start another venture or focus on impact? How do I balance wealth preservation with legacy building? How do I stay relevant without burning out? How do I design a life that honours where I’ve been and where I want to go?


These aren’t questions you can Google. They’re not problems a generic coach can solve. They require deep partnership, high trust, and ongoing support from someone who understands your world and can challenge you at your level.


That’s why I created Advantage Legacy Platinum – an elite mentoring experience designed for a small number of clients who want more than a program. They want a trusted partner to help them design and live the next chapter of their life and legacy.


This is why I created Advantage Legacy Platinum


Advantage Legacy Platinum is the highest level of partnership I offer. It’s designed for high‑net‑worth founders and senior leaders who want deep, ongoing support to redesign their life, business, and legacy – and the access, flexibility, and personalised attention that requires.


Over 6–8 months, we don’t just design your Life Plan – we live it together. You get close, ongoing support as you implement key changes, navigate complex decisions, and build the legacy you actually want. You get direct access to me via WhatsApp and phone. You get curated introductions into my network. You get a premium experience that reflects the level you’re operating at.


This isn’t a course. It’s not a group program. It’s a 1:1 partnership designed for people who are serious about designing the next chapter of their life with the same intentionality, rigour, and support they’d apply to building a world‑class business.


Apply for Platinum


Redesign Your Life and Legacy with Advantage Legacy Platinum


Join Advantage Legacy Platinum and work 1:1 with Adam over 6–8 months to design and build the life and legacy you actually want – with the access, support, and partnership you need to make it real.


This is the most comprehensive, high‑touch mentoring experience I offer. You get everything in the Unlock Your Advantage Program, plus extended time for implementation, direct access to me between sessions, curated introductions into my network, and a premium onboarding experience that sets the tone from day one.


By the end of 6–8 months, you won’t just have a Life Plan – you’ll be living it. You’ll have made the key decisions, implemented the changes, and built the foundations of a legacy that reflects who you are and what you value. And you’ll have a trusted partner in your corner every step of the way.


This program is perfect for you if you:


  • Have built significant wealth and success, and now want to design a life and legacy that feels meaningful and intentional
  • Are navigating complex, high‑stakes decisions (new ventures, portfolio strategy, family succession, impact projects, major life transition
  • Want a trusted partner who understands your level and can challenge your thinking, not just validate it
  • Need ongoing access and support, not just scheduled sessions – someone you can reach when decisions arise
  • Value premium experiences and want a mentoring relationship that reflects the level you’re operating at
  • Are ready to invest seriously in designing and building the next chapter of your life – not just talk about it
  • Want curated access to a high‑calibre network of founders, leaders, and advisors who can support your goals
  • Are looking for a long‑term partnership, not a transactional program


Apply for Platinum


By the end of Advantage Legacy Platinum you will:


Have designed and started living your Life Plan

You won’t just have a document – you’ll have implemented the key changes, built the routines, made the decisions, and started living the life you designed. The 6–8 month timeframe gives you the flexibility and support to make it real, not just plan it.


Have navigated the complex decisions that matter most

Whether it’s launching a new venture, stepping back from a business, designing a family succession plan, or choosing between competing priorities – you’ll have worked through the decisions that shape your next chapter with a trusted partner who knows your situation deeply.


Have clarity on your legacy and how to build it

You’ll define what legacy means to you – not what society says it should be – and create a practical roadmap to build it. You’ll know what you’re building toward, why it matters, and how to make progress on it consistently.


Have direct access to support when you need it

You won’t be waiting for the next scheduled session to get support. You’ll have direct access to Adam via WhatsApp and phone, with 24‑hour response times. When a decision arises, a challenge emerges, or you need to talk something through – you’ll have someone in your corner immediately.


Have been introduced to the right people at the right time

You’ll receive curated introductions into Adam’s network of founders, investors, advisors, and leaders – tailored to your goals and opportunities. Whether you need a strategic advisor, a potential partner, or a trusted peer – you’ll have access to the connections that matter.


Have a trusted partner who knows your story and challenges your thinking

You won’t be starting from scratch every session. Adam will know your situation, your goals, your challenges, and your patterns. You’ll have a partner who can challenge you, hold you accountable, and help you see what you can’t see on your own.


Have built the foundations of a life that reflects who you are now

You’ll have redesigned your routines, relationships, priorities, and commitments around what actually matters. You’ll stop living reactively and start living intentionally. You’ll feel aligned, energised, and in control of your life and legacy again.


Have the confidence that comes from doing the work properly

You won’t be rushing through a program or cutting corners. You’ll have taken the time to design and build your next chapter properly – with the support, access, and partnership required to make it last.


“I’ve had the privilege of working with Adam and I can confidently say that his guidance and methodology have been a game changer for both my business and personal growth. The combination of his structured approach with the 7 Steps and the combination of the 3 Ps has given me the clarity, focus, and actionable strategies I needed to elevate our businesses and myself to new heights. The use of the 3 Ps; Purpose, Passions, and Progress has truly shaped the way I view leadership in our businesses. I can often be heard quoting these to our leadership team and living by these as a metric to ensure all of our employees are engaged and driven in everything they do. Throughout our work together, Adam has been a steadfast guide always supportive, incredibly insightful, and focused on results. His ability to combine big-picture strategy with practical, down-to-earth advice is unparalleled. I’ve walked away from every session feeling more confident, motivated, and equipped with tools to take my business to the next level and excited that this book now gives others the opportunity to experience Adam’s game changing approaches too.”

Nick Smith, Multi-Business Owner & Managing Director RESOLVE, Rollo & Primus


And here’s what makes Advantage Legacy Platinum so effective:


1. Extended time for implementation, not just planning

Most programs focus on creating a plan. Platinum focuses on living it. The 6–8 month timeframe gives you the flexibility to implement changes, test decisions, adjust course, and build momentum – with ongoing support every step of the way.


2. Direct access when you need it most

You don’t have to wait for the next session. You have direct access to Adam via WhatsApp and phone, with 24‑hour response times. When a decision arises, a challenge emerges, or you need to talk something through – you get support immediately.


3. A true partnership, not a transactional program

This isn’t a course you complete and move on from. It’s a 6–8 month partnership where Adam becomes your most trusted advisor – someone who knows your story, challenges your thinking, and helps you navigate the decisions that shape your life and legacy.


4. Curated network access tailored to your goals

You get introductions into Adam’s network of founders, investors, advisors, and leaders – but only when it’s relevant and valuable. No forced networking. Just curated connections that support your goals and opportunities.


5. Premium experience that reflects your level

From the welcome pack to the private dinner or golf day, every element of Platinum is designed to reflect the level you’re operating at. This isn’t a generic coaching experience – it’s a premium partnership designed for high‑net‑worth individuals who value quality, access, and personalised attention.


6. Everything in the core program, plus elite-level support

You get the full Unlock Your Advantage Program (11 sessions, CliftonStrengths, BP10, Life Plan document, Advantage Playbooks) – plus the extended time, direct access, network introductions, and premium experience that make Platinum truly transformational.


7. Designed for complex, high‑stakes decisions

At your level, the decisions aren’t simple. They’re complex, high‑stakes, and often deeply personal. Platinum gives you the time, access, and partnership to navigate them properly – with someone who understands your world and can challenge you at your level.


How Advantage Legacy Platinum works:


Advantage Legacy Platinum is a 6–8 month elite mentoring partnership that includes everything in the Unlock Your Advantage Program, plus extended time, direct access, and premium support.


Premium Onboarding Experience


Your Platinum journey begins with a premium onboarding experience designed to set the tone and build the foundation for our partnership:


  • Welcome pack delivered to your home or office, including your personalised Advantage materials, resources, and a gift that reflects the level of partnership we’re entering
  • Private kickoff session (in‑person or virtual) to map your goals, priorities, and vision for the 6–8 months ahead
  • CliftonStrengths & Builder Profile 10 assessments completed before we begin, so we can integrate your strengths into every session


The 1 + 10 Core Sessions (Months 1–4)


We follow the same proven structure as the Unlock Your Advantage Program:


  • Session 1: Induction & full assessment across the 7 steps
  • Sessions 2–11: Building your Life Plan step by step (purpose, passion, routines, connection, scoring, goals, 1-page plan)


Each session is 60–90 minutes, delivered 1:1 via Zoom or in‑person (Dubai, UAE). You leave with your personalised Life Playbook.


Extended Implementation & Support (Months 4–8)


This is where Platinum goes beyond the core program. Over the remaining months, we focus on implementation, refinement, and ongoing support:


  • Monthly check‑in sessions to review progress, navigate decisions, and adjust your Life Plan as needed
  • Direct access via WhatsApp and phone with 24‑hour response times for questions, challenges, and decisions that arise between sessio
  • Curated network introductions as opportunities and needs emerge
  • Ad‑hoc support for high‑stakes decisions, transitions, or challenges that require immediate attention


Private Dinner or Golf Day


At a time that works for both of us, we’ll spend 3–4 hours together outside the formal session structure – over dinner, on the golf course, or in another setting that allows for deeper, more personal conversation. This is where some of the most valuable insights and breakthroughs happen.


Ongoing Partnership


By the end of 6–8 months, you’ll have:


  • A completed Life Plan that you’re actively living
  • Key decisions made and implemented
  • Foundations built for your next chapter and legacy
  • A trusted partner who knows your story and can continue to support you (via retainer or ongoing engagement, if desired)


Investment


Advantage Legacy Platinum includes:


  • Premium onboarding experience with welcome pack
  • Everything in the Unlock Your Advantage Program (11 sessions, CliftonStrengths, BP10, Life Plan document, Advantage Playbooks)
  • Extended 6–8 month timeframe for flexibility and implementation
  • Direct access to Adam via WhatsApp and phone with 24‑hour response times
  • Monthly check‑in sessions during the implementation phase
  • Curated introductions into Adam’s network where relevant
  • Private dinner, golf day or agreed activity  (3–4 hours)
  • Email and messaging support throughout the 6–8 months
  • Ad‑hoc support for high‑stakes decisions and transitions


Sessions are delivered 1:1 via Zoom or in‑person (Dubai/UAE).


Payment plans available.


Limited to 7 clients.


Apply for Platinum


About Adam Ashcroft


Hi, I’m Adam Ashcroft – founder of The Advantage Coach and creator of the Advantage framework.


For over 20 years, I’ve worked with founders, CEOs, and high‑net‑worth individuals across industries and continents. I’ve helped people navigate exits, career transitions, leadership challenges, family succession, and the often‑overlooked question: “What do I actually want my life and legacy to look like now?”


I’ve led teams, built businesses, and spent years studying what separates people who thrive after success from those who drift. The answer? A plan – and a trusted partner to help them build and live it.


That’s why I created the Advantage framework and the Unlock Your Advantage methodology. It’s a structured, practical system based on the 3 P’s (Purpose, Passion, Progress) & 7 Steps that helps successful people design lives that feel as good as they look.


But I’ve also learned this: at the highest levels, transformation requires more than a program. It requires partnership.


That’s why I created Advantage Legacy Platinum – an elite mentoring experience for a small number of clients who want deep, ongoing support to redesign their life, business, and legacy. It’s the most comprehensive, high‑touch partnership I offer, and it’s limited to 6 clients per year so I can give each person the attention, access, and support they deserve.


I’ve worked with clients across the Middle East, Europe, and beyond – from post‑exit founders to C‑suite leaders to entrepreneurs building their next chapter. I’ve seen first‑hand how powerful it is when someone finally gets the partnership, access, and support they need to design and live the life they actually want.


If you’re ready for that level of partnership, I’m excited to explore working together.


You can truly build a legacy that reflects who you are and what you value


It just takes the right partnership, the right process, the right support, and the commitment to do the work properly.


By the end of Advantage Legacy Platinum, you will have designed and started living your Life Plan. You’ll have navigated the complex decisions that matter most. You’ll have built the foundations of a legacy that reflects who you are and what you value. And you’ll have a trusted partner in your corner who knows your story and can continue to support you as your life evolves.


The most successful people have a plan – and a partner to help them build it. Are you ready?

Schedule a call today to book your Advantage Legacy Platinum

Highlighted Wisdom for Your Business Growth

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THE 7 STEPS TO
LIVE YOUR BEST LIFE

Do you wake up each day with clear purpose? Are you living the life you deserve with all its riches?

What's inside:

Discover the 7 Steps inside this eBook and give yourself the best possible chance of achieving your best, reaching your full potential, and living with fulfilment both at work and in life.

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Frequently Asked Questions

I'm not a traditional executive coach. I'm a former business owner based in Dubai who has built, scaled, and sold a company — and spent over 25 years in the rooms you're sitting in right now.


That matters. Because there's a difference between someone who has studied leadership and someone who has lived it. Between someone who understands business strategy and someone who has felt the weight of a decision that could define everything.


I've experienced the highs of success and the disorientation that can follow. I know what it feels like to achieve everything you set out to achieve — and still not have a clear answer to the question that matters most: what now?

That's the conversation I'm built for.


My role as a business coach, executive coach and advisor to business owners in Dubai is to help founders, CEOs, and senior leaders step back from the noise, think clearly, and make better decisions — about their business, their leadership, and their life. Not as three separate things, but as one interconnected whole.


Because here's what I've learned after working with hundreds of founders, family business owners and leaders across Dubai, the UAE, Saudi Arabia, and internationally: success doesn't simplify life. It complicates it. The bigger you build, the more complex the decisions become. The more you achieve, the harder it gets to know what to do next.


That's where executive coaching meets life coaching blended with real business experience and life advisory — and where most coaches fall short. They operate in one lane especially if they are ICF or Association of Coaching qualified and don't look more openly or have the relevant business experience. As a business coach, executive coach, and life coach living in Dubai, I work across all three. Because for founders and business owners operating at your level, the business challenges and the personal ones are rarely separate.


Clarity doesn't come automatically. It has to be built — with the right framework, the right questions, and someone in your corner who understands the full picture.


That's what I bring.


Through the Advantage Operating System — built around the 3 Ps to Succeed, the 7 Steps for Success, and the Advantage Playbooks — I help high-performing founders, entrepreneurs, and senior executives do for their life what they've always done for their business. Build a clear, structured, intentional plan.


Whether you're navigating a business exit, scaling your company, facing a leadership transition, or simply asking what comes next — this is the work that creates real, lasting clarity.


Not motivation. Not generic life coaching advice. A real plan — shaped around who you are, what you've built, and where you actually want to go next.

Whether I am working with you one on one, as a leadership team, or speaking to 1000 senior executives I always follow the 3 main pillars of The Advantage Coach approach and cariculum. These are:


  1. The 3 P's to Succeed - do you have them and use them?
  2. The 7 Steps to Success - are you following them?
  3. The 100+ playbooks - are you using them as a resource for success?


If you use and follow these you will be successful whether it's in business or in life.

Try raising your hands above your head as high as you can. Yes, really do it! Now try and stretch them even higher. The same is in life and business. There is always room for improvement.


Whether you are in the lowest depth of dispair or you already believe life can't get even better I can assure you there is room for improvement and greater happiness and success. I myself have gone from a moment of being told that I was so ill from PTSD and CFS (Chronic Fatigue Syndrome) that I should be left in a dark room for 5 years. Within months I was out in the light again, living back on a path to success. If you are already in great shape, how much more impact can you have if you chanel yourself even better?

My priority is ensuring you as my client is operating at your best as quickly and as often as possible, and for this to happen we firstly need to ensure you as the CEO, business owner or senior executive is operating at their best both at work and in life.  When the leader is at their best, they can then make massive positive differences to their team's and organisations performance.  I therefore describe myself as a combination of a life coach, a business coach and an executive coach.


My focus is coaching in Dubai (UAE) as this is where I am based, but I also have clients across the Middle East, Europe and Internationally.

Dubai is a very high octane environment to live and do business, but the margin between success and failure is far greater than more established markets. In my view if you were a pure executive coach, you would be looking at the individual coaching client entirely from a work perspective.


From my own experiences and seeing the positive results first-hand I focus as both a life, executive and business coach as I strongly believe there is a strong carryover from your personal life into being an excellent and successful business leader, and vice versa. I believe after all it's The Business of Life.

Working with SMEs I usually start one on one coaching the founder, business owner or Managing Director first before coaching the leadership team and wider organisation. My experience of business coaching in Dubai and beyond I find the senior executives extremely talented in their chosen profession, but often don't have a partner who can share best practices of running similar businesses. When working with global organisations I find very similar challenges. I bring best practices and practical examples that can be quickly implemented into all organsaitons for greater performance and results.


As I work with multiple SMEs and larger global companies, I can bring best practices which strengthens the executive's leadership offerings. As I also ran my own business and held a number of senior leadership roles in global companies, I also bring this experience for the benefit of the client.

Everything I do focuses on leadership development.I strongly believe that everything starts with you as an individual being the best you can be, so you can be the best for others.


I was fortunate to be selected onto Cummins Global Leadership Development Program (GLDP) back in 2017 and graduated from the program in 2019, as well as attended the Wharton Executive Development Program (EDP). Whilst realising I was most productive at work when I was inspired by the leader (and less productive when I experienced poor leadership) I now harness the learning of these two world class leadership courses for the benefit of my business coaching clients.

Why I Use Gallup CliftonStrengths


There is no shortage of personality and leadership assessment tools available today. Myers-Briggs MBTI, DISC, Firo-B, Hogan Personality Test, Korn Ferry's 4 Dimensional Model — most business leaders, founders, and executives have encountered at least one of them on their journey.


They all have value. But in over 25 years of building businesses, leading teams, and working with some of the world's highest-performing founders and executives across Dubai, the UAE, and internationally, none has come close to the transformational impact of Gallup CliftonStrengths. I say that from experience, not theory.


When I first completed the CliftonStrengths assessment, something shifted. Not because it told me something I couldn't have guessed — but because it gave me the language, the structure, and the permission to understand who I actually am. My Top 5 CliftonStrengths and my full Top 34 CliftonStrengths didn't just describe my personality. They explained why I thrive in certain environments, why some decisions come naturally, and where I should be focusing my energy to perform at my absolute best.


That insight changed the way I lead. The way I work. The way I live.


And I've seen it do the same for the founders, CEOs, and senior leaders I work with across Dubai, Abu Dhabi, Riyadh, London, and beyond.


Here's what I believe — and what Gallup's own research consistently supports: when you spend your days working in your areas of natural strength, everything changes. Your performance improves. Your decisions sharpen. Your energy increases. And perhaps most importantly, your sense of fulfilment deepens.


Most high-performing business owners and executives spend years trying to fix their weaknesses. CliftonStrengths coaching flips that entirely — focusing you instead on what you were built to do. The result is stronger leadership, better business decisions, and a clearer sense of direction both professionally and personally.


As a Gallup Certified Global CliftonStrengths Coach based in Dubai, I integrate strengths-based coaching into every executive coaching and business coaching engagement I deliver. Whether working with individual founders and CEOs on a one-to-one basis, or coaching senior leadership teams across the UAE and wider Middle East, CliftonStrengths sits at the heart of the work.


Because knowing your strengths isn't just an interesting exercise. For ambitious founders, business owners, and senior executives, it's one of the most practical and high-leverage tools available — unlocking the next level of performance in business, in leadership, and in life.

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