Building a business is the ultimate adventure—but it’s not for the faint-hearted. If you’re a founder, you’ve already answered the call to adventure. This blog is here to help you navigate the trials ahead.
Who is this for?
This blog is for founders who:
- Started or took over a small business.
- Have a large portion of their net worth tied to the business.
- Feel the weight of running a company—team-building, finances, decisions—and need help.
If this does describe you, then congratulations; you, my friend, are a founder.
You have answered the call to adventure. This is the first step on The Hero’s Journey.
The Hero’s Journey is a three act architecture behind almost every story that has ever been told. You’ll recognise where you are on this journey, and it will explain why this blog exists.
The Hero’s Journey of a Founder
- The Call to Adventure: You had an itch—a vision to create something extraordinary. Despite fear and doubt, you crossed the threshold and founded your business.
- Trials and Transformation: The road is harder than you imagined. You face challenges like cash-flow crises, tough decisions, and self-doubt. But through these trials, you gain strength, allies, and the wisdom to tackle what once seemed impossible.
- The Return: Every founder reaches a turning point: continue growing, find a new adventure, or guide others. Your journey transforms you—you can’t return to ‘ordinary’ life, but the rewards are worth it.
Why this blog?
I answered the call to adventure, faced my trials, transformed, and have returned.
The treasure I have returned with is not gold, it’s knowledge and wisdom. OK, there was some gold – I did gain financial freedom when I exited the company I started with two friends – but money is not the treasure I want to share with this community of new founders.
It was a 15 year adventure, and it was indeed full of enemies, allies, friendships, and transformation.
I’ve faced my own dragons and returned with hard-earned lessons. Now, I want to be the guide I wish I had. Think Frodo’s Gandalf, Harry Potter’s Dumbledore, Rocky’s Mikey, or Maverick’s Viper.
These characters are flawed and do not have all the answers, but they do offer the perspective, encouragement or tough truths the transforming hero needs as part of their journey.
These allies have had their adventure, found their ‘boon’ and slain their dragons, but no two adventures and no two heroes are the same. They cannot tell you exactly what to do or pick up their sword and join you in battle, but they can help you find the strength you need to complete your own journey.
Through this blog, I’ll share insights, tools, and stories to help you grow as a founder—so you can face your challenges with confidence and emerge stronger than ever.
About me
In 2009, I crossed my threshold and answered the call to adventure.
Before that, I worked as an Operations Analyst at British Airways and in insurance for RBS and Tesco. The corporate world was all I knew, but I knew it wasn’t for me. My “itch” came from frustration with the glacial pace of change, the acceptance of constraints, and the waste I saw everywhere.
My call to adventure came from a childhood friend who had bought a small, struggling whisky shop. The internet was still new, but he believed we could take the business online and sell a lot of whisky. He needed help. Another old friend and I quit our jobs and joined him as co-founders.
In 2018, after years of growth, we sold the business to global drinks giant AB InBev. During the 2018–2024 earn-out period, we operated within AB InBev, retaining control of our business while navigating corporate obligations. I rediscovered the frustrations that made me leave corporate life but also learned to appreciate the value of certain corporate disciplines, like strategic planning and detailed financial reviews.
As the earn-out ended in late 2024, I helped my co-founder buy the business back, making it 100% privately owned again. After 15 years, I decided it was time for a new adventure and stepped away from the business.
The Journey
Over those 15 years, we:
- Grew from five people and minimal revenue to over £90M and hundreds of employees.
- Experienced the highs and lows of entrepreneurship.
- Mastered balancing corporate disciplines with an entrepreneurial spirit.
- Navigated both sides of M&A, selling our business and later buying it back.
- Built and pivoted businesses, learning that revenue doesn’t equal profit and that focus is key.
- Created globally successful brands like Master of Malt, Bathtub Gin and built distribution networks through Maverick Drinks and Atom Brands.
We worked in hi-vis jackets in the warehouse during Christmas rushes and in suits during high-stakes M&A negotiations. We had years where we thrived and times we were days from collapse. We started as kids and grew into leaders. The journey was gruelling, sometimes terrifying, but ultimately the education and adventure of a lifetime.
Why I’m Here
I’ve learned that founders are a unique breed. Most business advice isn’t written for them. The lessons I’ve gained—from warehouse floors to boardrooms—are what I want to share.
I’m in my early 40s, with just enough grey in my beard to remind me of the long nights, tough decisions, and steep learning curves. I’m entrepreneurial by nature but have come to appreciate the value of some corporate disciplines. I want to be a guide for the next generation of founders, helping them navigate the challenges of building something extraordinary.
Whether you’re scaling your team, handling cash flow crises, or finding your own strengths, I hope you’ll find my insights valuable. The adventure is worth it, and I’m here to help.
And why Tango Mike? I’m a big Alan Partridge fan. If you know, you know…
Tango Mike 