What we do
Strategic Guidance
Founder Wellbeing & Resilience
Go To Market Strategy
When everything feels urgent, we help you find what's actually important. We work with you to cut through the noise, get clear on direction, and make decisions you can stand behind, whether you're scaling, pivoting, or figuring out what's next.
Go To Market Strategy
Founder Wellbeing & Resilience
Go To Market Strategy
You've got the vision. We help you turn it into a plan that connects. From positioning to launch, we make sure the right people understand why what you're building matters and why now.
Mentorship & Sounding Board
Founder Wellbeing & Resilience
Founder Wellbeing & Resilience
Part strategist, part challenger, part someone who genuinely has your back. We're not just here for the big decisions. We're here for the Tuesday afternoon calls when things feel unclear and you need someone who gets it.
Founder Wellbeing & Resilience
Founder Wellbeing & Resilience
Founder Wellbeing & Resilience
The business only goes as far as you do. We help you stay grounded, avoid burnout and lead with intention, because how you show up matters as much as what you're building.
This isn’t theory. It’s lived experience
Hi, I’m Ian - Founder of Wayfinder Advisory
After losing my sister and mum, I made a promise to myself: to live a life that truly matters and to help others do the same. That promise has shaped everything I’ve done since.
As founder and CEO of a life-planning tech startup, I raised over £1.7 million and experienced the full rollercoaster of building something from scratch. I pitched to investors, launched products, built teams and lay awake at 3am wondering what to do next. I know what it’s like to carry the weight of a vision and feel like you’re figuring it all out on your own. I’ve wrestled with imposter syndrome, questioning if I was good enough or brave enough to lead when everything felt uncertain. Most founders do. It’s not a sign of weakness. It just means you care deeply about doing something that matters.
Now, I have the privilege of walking alongside early-stage founders as part of their team. I offer a sounding board, strategic input and a steady hand when things feel unclear. One thing I’ve learnt over the years is that business is always better when it’s not done alone.
Along the way, I’ve spoken at events across the UK, joined founder panels and shared my story on podcasts. Stepping up as a keynote speaker in front of hundreds of people was hugely daunting at first. But I’ve learnt that we’re all capable of more than we think, especially when the right people are in our corner.
I don’t show up for recognition. I show up because someone in the room might need to hear they’re not alone. That they’re not failing. They’re just learning, just like the rest of us.
Founder Insight
Why Founders Feel Like Imposters
Why Founders Feel Like Imposters
Why Founders Feel Like Imposters
Many founders quietly wrestle with self-doubt, even when things appear to be going well from the outside. Imposter syndrome often shows up during moments of growth, pressure, or decision fatigue, leaving capable leaders questioning their own legitimacy. This insight explores why those feelings arise and what they’re really signalling beneath the surface.
Which Wolf Are You Feeding?
Why Founders Feel Like Imposters
Why Founders Feel Like Imposters
Every founder carries two competing forces: one driven by fear, doubt, and scarcity, and the other by clarity, confidence, and purpose. Under pressure, the one that grows is the one we give our attention to. This insight explores how everyday choices shape mindset, behaviour, and leadership over time, often without us realising it.
The Someday Trap
Why Founders Feel Like Imposters
The Someday Trap
Many founders live just ahead of the present moment, telling themselves things will feel better once the next milestone is reached. But that “someday” rarely arrives, quietly turning progress into pressure and postponing satisfaction. This insight looks at how the someday mindset takes hold, and what it costs over time.
LET'S FIND YOUR WAY FORWARD
If something resonated on this page, trust that feeling.
Whether you're at a crossroads, need a sounding board, or just want to talk to someone who genuinely gets it, I'd love to hear from you. No pressure, no jargon. Just an honest conversation about where you are and where you want to get to.
I'm based in Cornwall but work with founders across the UK and beyond.
Let's figure out your next step together, without losing what matters most along the way.