In this episode of Coach Class, I'm joined by Phil Myerscough — a Lancashire-born digital and e-commerce consultant, music producer, and founder of Bradford Digital — to explore how careers are really built: through curiosity, community, and the courage to ask for help.

Phil traces his journey from growing up in Lancashire to moving to London at 18, where he studied music technology, worked in recording studios, and immersed himself in the creative energy of the 1990s. Those early experiences — from wiring synths to adapting to rapidly changing technology — laid the foundations for his later approach to digital work: fundamentals first, tools second.

A pivotal chapter of the conversation centres on Richer Sounds, where Phil walked in looking for a job to pay the rent and ended up running the website. At a time when e-commerce barely existed, Richer Sounds taught him enduring principles of customer service, trust, accountability, and shared responsibility — lessons he still draws on today. From early marketing emails that accidentally took the website down to learning restraint and judgement, Phil’s digital education was firmly “learning by doing.”

Phil reflects on his move to Bradford at 26, joining catalogue-led retailers as they began their shift online. Across roles at Redcats, Damart, Kaleidoscope and luxury brand N.Peal, he helped teams move from catalogue thinking to a true retail mindset — treating websites as shop windows and focusing on merchandising fundamentals long before AI and automation entered the conversation.

Nine years ago, Phil made the leap into self-employment, initially planning just “12 days of work” — a plan that quietly turned into a long-term consultancy. He speaks candidly about the recurring anxieties of freelance life, the annual moments of doubt, and the realisation that resilience often means simply keeping going.

A major focus of the episode is Bradford Digital, which Phil founded in October 2023 after years of attending digital events in other cities and asking a simple question: why not Bradford? What began as an experiment quickly drew 50 people to the first event, growing into a thriving community with hundreds of attendees, dozens of speakers, and a reputation for being open, practical, and welcoming.

Phil explains how Bradford Digital is intentionally different: no hierarchy, no corporate gloss, and a strong emphasis on culture and community alongside commerce. The meetups have helped reframe perceptions of Bradford, bringing visitors into the city and giving locals confidence in the talent around them.

The conversation also touches on a difficult period earlier this year when Phil’s consultancy faced real financial pressure. He shares how asking for help — openly and honestly — became a turning point, unlocking support, new work, and renewed perspective. For Phil, this experience reinforced a powerful lesson: asking for help isn’t weakness, it’s leadership.

Looking ahead, Phil outlines ambitious plans to scale Bradford Digital into a city-wide digital festival, aligned with UK Tech Week and building toward a larger annual moment that brings together universities, businesses, the council, and community organisations. While the vision is bold, Phil is clear that his role isn’t to be the hero — but the host and catalyst.

The episode closes with a reflection on impact: cities aren’t transformed by strategies or slogans, but by people who quietly connect others, show up consistently, and care deeply about place.

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In this episode, I caught up with my old Asda colleague Leanne Mallory, who’s now Head of Product Practice at the Co-op. It was brilliant to reconnect — not least because she still remembers some advice I gave her over a decade ago about turning off her devices… and still tries to follow it.

We talked about those early Asda days when digital marketing, e-commerce, and retail media were just starting to collide. Leanne described how that culture of experimentation and collaboration taught her the value of empowerment — giving teams the space to try things, learn fast, and lead from where they are. She said the best leaders are the ones who clear a path and trust their teams to get on with it.

Leanne also shared how she’s evolved from being a hands-on product lead to shaping a whole product practice at the Co-op — a business that, in her words, “balances commercial thinking with a genuine social conscience.” Her focus now is on developing people, creating consistency across teams, and making sure product managers have the skills and confidence to do their best work.

We explored how technology has changed over the years — from the days when buying a £700 climbing frame on a mobile phone felt unthinkable, to today’s mobile-first world. Yet, as Leanne pointed out, the fundamentals haven’t changed: it’s still about spending time with customers, understanding their real needs, and not chasing shiny tech for the sake of it.

She talked honestly about the transition from doing to leading — admitting she still misses being close to the action but has learned to take satisfaction in helping others succeed. A coaching qualification helped her shift from giving answers to asking better questions, something she sees as vital for modern leadership.

One of my favourite moments came when she reflected on career advice that stuck with her: your career is built on what you say no to, not what you say yes to. It’s a reminder that focus matters — at work and at home.

Leanne’s warmth, self-awareness, and humour shine through in this conversation. We covered leadership, empowerment, technology, balance, and that eternal challenge of switching off and not constantly checking notifications — but as Leanne’s current boss wisely says, “If it’s really urgent, we’ll phone you.”

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In this episode of Coach Class I had the privilege of sitting down with Dave Birss — writer, educator, keynote speaker, and former creative director — to explore curiosity, creativity, and the sensible use of AI.

Key Takeaways

• From childhood curiosity to creative leadership:
  Dave traces his fascination with innovation to visiting the John Logie Baird Museum as a child. That early spark led him through careers in music, comedy, photography, and advertising before becoming a thought leader in creativity and AI.
• AI is only as good as your thinking:
  Dave created a prompting framework within weeks of ChatGPT’s launch, emphasising that the goal isn’t to use “magic words” but to get the right information out of your own head. Good prompting = good briefing. Lazy prompts, like lazy briefs, produce poor results.
• Curiosity vs. complacency:
  Dave warns that technology can degrade as much as it can uplift — pointing to the dark web and social media as examples of innovations that started with good intentions but became harmful. He fears AI could follow a similar path unless guided by human purpose and ethics.
• Human skills matter more than ever:
  At the Gen AI Academy, Dave teaches organisations to amplify autonomy, mastery, and purpose (from Dan Pink’s Drive) rather than eroding them with AI. He argues that people now manage assistants — meaning everyone must learn to brief, judge, and think critically.
• Judgement is the superpower:
  AI can start users at “adequacy,” but if we skip the struggle and learning that build neural networks, we risk losing cognitive depth. The future divide won’t be between rich and poor — it’ll be between those who augment their brains and those who outsource their thinking.
• AI projects often fail because they’re human problems, not tech problems:
  60–80% of AI projects are abandoned. The issue isn’t software — it’s leadership, strategy, and misunderstanding motivation. “Choosing the tech is easy; integrating it is the challenge.”
• Realism over hype:
  Dave rejects “futurist” labels, calling himself a realist. He believes AI’s economic bubble will burst but its workplace role will endure. His mission: help organisations harness AI sensibly — using it to amplify, not replace, human creativity.

Stand Out Quotes

• “Prompting isn’t magic — it’s briefing. And most people are terrible at briefs.”
• “AI starts you at adequacy — but you can’t grow from there.”
• “We must build humans who thrive in the age of AI, not just workers who use it.”
• “Technology has yin and yang — it can uplift or it can degrade. The choice is ours.”

Closing Thought

The episode ends on a mix of realism and optimism: it's a privilege to be able to celebrate Dave’s ability to make complex ideas relatable and it reminds me to stay curious, critical, and brave — using AI to amplify, not replace, your own thinking.

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In this episode of Coach Class, I welcome back Stephen Waddington – “Wadds” – one of the UK’s most influential thinkers in public relations. A former agency leader, CIPR president, and prolific blogger, Wadds is now immersed in a PhD at Leeds Business School, exploring the age-old question: how can PR prove its value and earn recognition as a true management function?

Together, we unpack the personal and professional journey behind this research. Wadds reflects on the discipline and sacrifice of pursuing a PhD, the frustration of knowing that many of the answers already exist, and the humility of building incrementally on the work of those who came before. He shares how COVID-19 briefly elevated the role of PR to the management table, and why the profession still struggles with definitions, measurement, professionalism, and recognition compared to fields like law or finance.

The conversation also explores deeper themes of self-doubt, resilience, and legacy. Wadds talks about moving from uncertainty to determination, the importance of gratitude, and the emotional experience of acknowledging mentors such as Dr Jon White. He recalls how writing — and not sending — a letter of thanks helped crystallise his sense of purpose, reminding him that he isn’t alone in facing these questions.

We also discuss what it means to “be taken seriously” as a profession, drawing on quotes from Jon White (“there’s no such thing as bad theory, only theory that hasn’t been challenged”), Logan Roy (“you are not serious people”), and Alan Bennett (“keep on keeping on”). These provocations highlight the gap between theory and practice, and the urgent need for PR to embrace knowledge, standards, and repeatable processes if it is to stand alongside other professions.

Finally, Wadds explains why his current survey matters: it’s a rare opportunity to capture contemporary evidence about the state of PR worldwide. He urges in-house public relations and corporate communications practitioners in any sector, at any level, working in the UK to take part, helping to build the evidence base that will shape the industry’s future.

This is a candid, passionate, and often emotional conversation about what it takes to push a profession forward — step by step, contribution by contribution — and why the baton now being carried by Wadds could make a generational difference to the field of public relations.

Take part in Stephen’s research here.

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In this episode of Coach Class I caught up with Jane Kenyon MBE — a serial entrepreneur, intuitive coach, and unapologetic champion for women and girls. Jane shares her extraordinary personal journey: from a traumatic upbringing and being abandoned at 16, to thriving in corporate life, reinventing herself as an entrepreneur, and ultimately founding Girls Out Loud – a social enterprise that empowers teenage girls to find their voice, speak up, and make bold, informed choices.

💡 Key Themes

• 💥 A Life Shaped by Adversity
  • Jane opens up about being “daddy’s girl” in a wealthy but emotionally volatile home.
  • Kicked out at 16 and abandoned by her father, she became fiercely self-reliant.
  • Her early trauma became the foundation of her resilience and empathy.
• 📈 Corporate Burnout to Purpose-Driven Entrepreneur
  • After rising fast in the corporate world (with multiple degrees and an MBA by 28), Jane hit burnout.
  • She reinvented herself as a coach, then founded Girls Out Loud in 2010 after a powerful pilot project with at-risk girls in Blackpool.
• 👧 The Two Groups Who Slip Through the Cracks
  • High-risk girls: Experiencing trauma, abuse, grooming risks, or teenage pregnancy.
  • “Middle girls”: Not excelling, not failing — often completely invisible. These girls hold huge untapped potential, but get little attention from schools or services.
• 🧠 Mentoring That Changes Lives — Both Ways
  • The Big Sister programme pairs each girl with a woman who “has been there, done that.”
  • Mentors are trained not just to support, but to reflect on their own lives. The process transforms the adults as much as the girls.
  • As Jane puts it: “You can’t model confidence or boundary-setting for a teenage girl if you’re not doing it yourself.”
• 📱 Social Media Isn’t the Root Cause — It’s the Amplifier
  • Social media magnifies existing issues like misogyny, body image pressures, and peer toxicity.
  • Pornography, violence, and grooming are now normalised online. Jane believes society handed kids this world without any real guidance or boundaries.
• 🚸 Schools and Parents: Who’s Responsible?
  • Jane calls out both systems: schools are overwhelmed, and many parents are disengaged.
  • She urges parents to “get on the bus” — have regular, meaningful conversations and understand the digital worlds their kids inhabit.
• 🏫 What Needs to Change
  • Better, braver sex and relationship education.
  • Trauma-informed schools where teachers are emotionally present.
  • Stronger parental involvement and better role-modelling from adults.
• 👑 Building a Legacy
  • Jane recently received an MBE, recognising decades of tireless work.
  • She’s now focused on scaling Girls Out Loud and ensuring it can thrive beyond her leadership.
• 🔥 Why She Keeps Going
  • It’s the messages from former mentees that keep her fire burning — hearing that “you changed my life” or “I wouldn’t be here without this programme” reminds her the struggle is worth it.
• 💬 Call to Action
  • Whether you're a potential mentor, fundraiser, coach, or supporter — get involved. Girls Out Loud is actively seeking volunteers, role models, and regional partners.

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In this episode of Coach Class, I was joined by Amanda Downs — commercial leader turned coach, facilitator, and soon-to-be author of Stepping Up to Sales Leader.

Using the Japanese concept of Ikigai — your reason for being — as a guiding theme, Amanda reflects on what lights her up, how she helps others grow, and why leading a commercial team is a bit like tending a garden.

Expect rich conversation on:

• How purpose, values, and integrity guide Amanda’s work
• The link between psychological safety and leadership success
• Why sales is about value, story, and service — not pressure
• How to spot a career crossroads and start unravelling your metaphorical jumper
• Her love for gardening, and why it’s the perfect metaphor for people development

Amanda also shares the lessons she’s learned from Dare to Lead by Brené Brown, how she helps leaders rediscover what they’re good at, and why vulnerability is the new superpower.

This episode is for anyone who’s led a team, faced a fork in the road, or simply wants to do meaningful work with integrity and heart.

🔊 Soundbite:

“Selling and helping people to buy things is not a dirty word… It’s the lifeblood of what makes economies boom or fail. And the most authentic way to sell? It’s to find the value and turn it into a story you can tell.” — Amanda Downs

📌 Useful Links:

• Connect with Amanda on LinkedIn
• Learn more about The Uspire Group
• Watch for Amanda’s upcoming book Stepping Up to Sales Leader (coming 2026)

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🎧 In this episode of Coach Class, I’m joined by someone I’ve admired for years — Sarah Fothergill, now Vice President at HH Global, the world’s fastest-growing marketing execution company.

Sarah and I reflect on our shared time at Asda — a place that was far more than just a job. It was a boot camp for leadership, values, resilience, and finding your voice. We explore the people who influenced her most, including Katherine Paterson, Rick Bendel, and Chris Mcdonough — and the lessons they passed on that still shape her leadership style today.

From her early days faxing house plant orders to stores, to creating Walmart’s global marketing academy, and now managing a multimillion business at HH Global, Sarah’s journey is packed with hard-won insight, humility, and heart.

💬 What We Talk About:

• The Asda culture: why it was so formative — and why it still matters
• What Sarah learned from leaders like Rick, Katherine and Chris
• Taking a leap: going from corporate to India to founding her own agency
• Setting up Walmart’s International Centre of Marketing Excellence
• How she leads today with empathy, honesty, and a coaching mindset
• Advice for anyone starting out — or looking to reinvent themselves
• Why leaving a company well is just as important as how you join
• The unexpected joy of giving back through her work with Forget Me Not Children’s Hospice

🧠 One to Remember:

🔗 Connect with Coach Class:

• Hosted by: Dom Burch
• Follow the show, leave a review, and share it with someone from your own Asda era.

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In this episode of Coach Class, I caught up with executive coach and chartered engineer Sam Williams, whose personal journey through late-diagnosed ADHD and perimenopause has redefined how she leads, coaches, and lives.

What started as a 30-second BBC appearance turned into a profound moment of reflection for Sam—one that prompted her to confront long-held beliefs like “I’m lazy” or “I’m in decline.” Through coaching, curiosity, and compassion, she’s learned to rewrite these inner narratives and reclaim her identity on her own terms.

Together, Sam and I explore:

• What Sam calls "belief admin"—and how it can unlock headspace for transformation
• The hidden intersections of neurodivergence and hormonal change
• How we can reframe perimenopause as a “midlife software update” instead of a decline
• Why building a relationship with yourself is foundational to resilience
• Practical ways men can be better allies to the women in their lives

Whether you’re navigating change, coaching others through it, or simply trying to make sense of your inner voice—this is a conversation full of insight, empathy, and empowerment.

🔗 Links:

• Connect with Sam on LinkedIn
• BBC Documentary

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