Results

The work we do together usually begins with thinking differently about how your work actually operates.

When that thinking changes, behaviour changes. And when behaviour changes, business and creative outcomes follow.

Below is a detailed example, followed by shorter reflections from other clients.

Tom Carradine - Case study

Producer, performer and creative business owner

When we first spoke, Tom's diary was busy but much of the work was repeating itself and he felt stuck on what he described as a hamster wheel of similar gigs.

Over the following year he began approaching his work much more deliberately, treating it as a business he could actively design rather than something that simply happened to him.

Year one reflection

This conversation was recorded after Tom's first year of coaching.

Selected results from first year of coaching

Tom began by negotiating a £50 per week pay rise at one of his residencies, adding roughly £2,500 a year with no extra work.

While developing a cruise ship version of his show, he also created a live band version of the act. That led to forming a six-piece band and staging a sold-out concert at Wilton’s Music Hall.

He also reports feeling far more confident about pricing, planning and the long-term direction of the business.

Recent updates - reflections from Tom's coaching in year 2

"I have now reached the point, in March, where I am able to close my diary for 2026."

Tom Carradine Reflections on recent achievements March 2026. 

Over the past few months, I’ve had some really encouraging milestones in my work, and it’s been great to share them with JB as part of our coaching journey.

One of the biggest developments recently has been approaching the VAT threshold for compulsory registration. For the past couple of years, this has felt like a barrier I’ve been trying to avoid crossing. I’d heard plenty of horror stories from other performers about their dealings with “the VAT man,” and although my accountant and I had already taken steps to manage things, including moving my Baby Knees Up income into a partnership, I was still coming very close to the threshold as the tax year draws to a close.

What struck me when I talked to JB about it was just how much this had become a psychological ceiling for me. Rather than seeing it as a sign of success, I’d been subconsciously holding myself back because of the fear of what it might mean.

After a few WhatsApp exchanges and a quick Zoom call, we completely reframed the situation. Instead of something to avoid, we began looking at VAT registration as a sign of progress and a milestone that shows the business has grown to a point where it’s turning over £90,000 a year. In other words, it’s not a problem, it’s a position of strength. Being VAT registered isn’t something to fear. It is simply recognition that the business is operating at a serious level and contributing to the wider economy.

Once I’d shifted my perspective in that way, the whole situation felt much lighter. I was even able to revisit the topic again during one of JB’s weekly Blast Off sessions and reinforce that mindset. Now, instead of seeing the VAT threshold as a glass ceiling, I see it as something I’m ready to break through, opening up more possibilities rather than limiting them. It genuinely feels like the sky’s the limit.

Alongside that, it has also been wonderful to share some other recent achievements with JB. I’ve just secured a booking for Tankfest in June, which will be a fantastic first outlet for sharing my WW1 research project with a wider audience. Perhaps most significantly, I have now reached the point, in March, where I am able to close my diary for 2026.

That is a major achievement. Not only is the diary full, but it is full in exactly the way I had hoped it would be, with the right mix of gigs, research time and family time. It feels balanced, intentional and very much on my own terms.

What is particularly rewarding is realising that the coaching work we have done together is now becoming second nature. I am finding that I can often work through challenges on my own because I already know the process and the mindset needed to tackle them. The real skill now is trusting that instinct and not overthinking things, reminding myself that I already know the right approach.

Looking back, it is remarkable how much has changed. What once felt like obstacles, whether the VAT threshold, scheduling pressures or strategic decisions, are increasingly becoming opportunities to step up and grow the business in a way that works for me.

"Coming out of it, I feel completely fired up to get moving and knock another goal out of the park."

Tom Carradine - Session 10 -  Reflections (March 2026)

  1. What was the goal we worked on this week?

This week we worked on building a series of band gigs for 2027, expanding on the five gigs I already have booked for 2026. The focus was on identifying new venues, reaching a wider geographic audience, and also returning to venues where we’ve already had successful performances.

  1. How were you thinking before the session? What kinds of thoughts were you having about the goal / problem?

I came into today’s session feeling really positive. Over the past few days I’ve had some additional conversations with JB about approaching the VAT threshold and closing my diary for 2026. Alongside that, I’ve been making good progress on several of my other goals - continuing to develop my WW1 research project from last month and successfully putting together my Christmas diary for 2026 on my own terms, which feels like a big win.

With regard to today’s goal, I realised that concerns around the VAT threshold had inadvertently been holding me back from fully developing my band work. Now that I’ve addressed that, I came into the session feeling like there were no limits - which is a fantastic place to start when defining what I really want from this goal without being restricted by small worries.

  1. What was the coaching session like, what happened?

We began with a catch-up and a review of some of the goals I’ve been working on over the past few months and the progress I’ve made. During that discussion, something really interesting came to light: I realised that I’ve often been comparing myself to other colleagues and peers within the entertainment industry.

JB helped me see that what I really need to do is plough my own furrow and think outside the usual industry norms. Otherwise, I risk limiting myself by what others are doing. That insight felt very powerful and will be useful not only for this goal but for others in the future.

From there, the session followed our usual structure: defining the goal, creating a visualisation of the end result, building the “state,” and then discussing the practical steps needed to achieve it.

Because I’d already spent some time thinking about how this goal might be achieved, JB approached the session slightly differently by first looking at the challenges I might face rather than the end result. It worked really well. Whenever I raised a potential obstacle, JB simply asked, “Have any of those things stopped you achieving your goals so far?” My answer, of course, was “No,” and we moved forward.

The visualisation this time also brought a deep sense of relaxation, which was lovely. As we explored the possibilities, we realised there are actually two potential paths to achieving this goal: one where I build the band bookings myself, and another where I work with a tour booker. From there we created a series of practical steps and set some target dates - including an earlier “wouldn’t it be amazing if it was all done by then?” deadline, which I’d love to meet. There’s no reason why I can’t.

  1. How are things different, now you’ve had the session?

I was already feeling excited about this goal going into the session. Coming out of it, I feel completely fired up to get moving and knock another goal out of the park.

  1. What will you DO differently now? (Plan / tasks / ideas?)

I’d already thought quite a bit about how to achieve this goal, so it’s less about discovering new ideas and more about acting on them. What I’m really taking away is the confidence that comes from having successfully achieved so many of my previous goals. That momentum gives me the energy and belief to push this one forward as well - perhaps even faster than expected. Momentum really is an amazing thing.

  1. Anything else you’d like to share?

Just a huge thank you to JB once again. Sessions like this really keep the momentum going. Honestly, they should prescribe you on the NHS!

“I feel like I'm actually steering the ship. I know exactly where we're going.”

Tom Carradine

“It’s not my work. It’s my business.”

Tom Carradine

Video reflections from clients

Chloe Porter
Performer - Creative Business Owner

Tim Harwood
Performer - Producer - Creative Business Owner

Tom Kenrick
Performer - Creative Business Owner

Jenny Devonshire
Podcast Host - Personal trainer - Yoga teacher - Pilates instructor

Katrina Collins
Creative Business Owner

Tomm Melody
Business Owner - Personal Trainer

More client reflections

Here are a few more reflections from people I’ve worked with

“Feeling more focussed already!”

Graeme Taylor

Musical Director - Producer - Creative Business Owner

“I would recommend him and his practice to anyone.”

Katherine Glover

Performer

"A very understanding, thoughtful and exceptional experience that I highly recommend.

Marc Day

Writer - Director

“(I'm) ACTUALLY doing things I say I will.”

Jenni Watson

Creative Business Owner - Composer - Saxophonist

“... it's given me a new lease of confidence that I didn't realise I was lacking, until I found it!”

Rachel Cantrill

Performer

"... thank you John for enabling me to see more clearly, feel more empowered and truly be at the place where I am excited to truly take action again!

Chloe Porter

Performer

“... don't walk to work with John, RUN! He will change the game for you.”

Katrina Collins

Creative Business Owner

“... there’s an ease to everything now.”

Jenni Watson

“The coaching is INCREDIBLE..."

Tim Harwood

Performer - Producer - Creative Business Owner

Work with John

If you’re curious about what changes might be possible in your own work, the next step is simply to have a conversation.

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