I owe you an explanation...

Hey there 👋

You signed up to Elite Team Tactics a while back and have probably wondered why your inbox has gone quiet since.

Here's the honest answer.

I spent a long time questioning the positioning, who I really wanted to help, and what was actually worth sending every week.

ETT was focused on teams, but scaling a business has far more components than that, so I wanted to go deeper.

Every founder, every business, has unlocked potential sitting right beneath the surface. That's the gold I want to extract and share.

How do the best leaders unlock that potential and build companies that go on to change the world?

I've seen it up close…

• The Social Chain journey with Steven Bartlett & Dom McGregor culminating in a successful first public listing.

• Being part of THG leadership through the build-up to the largest tech IPO in the UK - £5.4bn.

• Turning Wiser into the #1 Employer Branding Agency in the world with Fin O'Kane.

• Seeing Hyrum reach a $530m valuation with Adanola.

• Witnessing Oli launch CoCreated and co-found 11 companies worth over £100m+ combined within 12 months.

• And just this week, seeing one of my oldest friends, Sean Brown, go through a life-changing acquisition of his company, Versori, by one of the biggest tech companies in the world, Avalara.

Many of my friends and ex-colleagues have made it to the other side.

I've spent the last decade in the trenches with a lot of them and have studied what separates other great founders & CEOs from the 99.6% of businesses that never cross £10m.

The answer isn't working harder. It's building the right systems.

So that's why I’ve launched True Potential.

In this new venture, I’ll still be writing a newsletter every week: sharing one crucial component to scale… either a system, a hire, or a decision that helped a founder go from startup to 8-figure+ scale-up.

It will be a short, tactical five-minute read to help you move the needle in your business.

If you enjoyed ETT, then you’ll love this one too.

2,000 founders are already reading it, so don't just take my word for it…

• Fin O'Kane, who I worked with at Wiser: "His insight and knowledge into scaling a startup is second to none." 

• Oliver Yonchev, Founder of Flight Story: "High performance is in his blood." 

• Eleanor Thompson, Founder of Branchworks: "Whenever I face challenges, I ask myself, what would Alex say? It consistently leads me back on track."

If you want in, click below… it will be free forever.

—> Come and join us at True Potential

One click to unsubscribe if it's not for you.

Thanks for being part of the ETT journey. This next one will be even better… I promise 🫡 

Alex

And one more thing….

If you're a founder who's scaling but still the bottleneck to every lead and sale that comes through the door, I'm running another GTM Sprint specifically for you on the 20th March.

We build the lead generation and sales system so the pipeline doesn't depend on you showing up every day.

If that sounds familiar, reply to this email or take a look here.

Find out more about the GTM Sprint