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Keep your ambition.
Change the fuel.
Pursue everything you want...
without needing it to feel enough.
Private coaching to change the subconscious patterns behind your dirty fuel, so you can pursue success with more freedom, enjoyment and a genuine love of the game.
Already considering working together?
Skip to programme detailsand the investment ↓
Imagine still wanting everything you want...
The success. The wealth. The impact. The extraordinary life.
But being able to pursue it without feeling like your right to be okay depends on getting there.
A setback is just something to deal with. It doesn’t become evidence that you’re failing as a person.
You finish work and actually feel finished.
You enjoy a win without immediately needing another one.
And when you’re with the people you love, you’re there. Your mind isn’t still at work, calculating what you should be doing instead.
You keep your ambition. You keep your standards. You get more freedom in how you live them.
And with less energy spent overthinking, second-guessing and protecting yourself from failure, you have more of yourself available for the work.
I believe peace is a performance multiplier.
That’s what we’re working towards.
You’ve built a lot. So why doesn’t it feel like enough?
You’ve probably achieved things your younger self would have been utterly amazed by.
And you may genuinely love parts of what you do.
But underneath it, there’s a pressure that never quite leaves.
One disappointing result can take you out of a perfectly good day.
You reach a goal you spent months chasing, feel good for a moment, then find yourself looking for the next thing that might finally make you feel satisfied.
You take time off, but you can’t quite enjoy it. Some part of you is still counting what you’re falling behind on.
You know you’re capable. Yet the work that matters most can become the work you avoid, because getting it wrong feels so expensive.
And when someone else succeeds, you want to be happy for them. But something in you tightens.
Their progress somehow becomes evidence that you’re behind.
You might understand all of this intellectually.
You know one result doesn’t define you. You know rest matters. You know there will always be someone further ahead.
But knowing that hasn’t stopped the feeling.
And the most frustrating part?
From the outside, your life probably looks like it’s going brilliantly.
So you keep going. You keep achieving. You keep giving yourself reasons you should feel incredible.
And you wonder to yourself how much more you’ll need to achieve before you actually do.
You don’t have to keep paying for success this way
I call this dirty fuel.
Ambition powered by the need to prove yourself, earn your worth, stay safe through control or outrun the feeling that you’re not enough.
It can take you a long way.
But success struggles to satisfy a need that keeps making itself conditional on the next achievement.
The work we do together is about changing that relationship.
So you can build because you want to build.
Create because you have something you want to make.
Push yourself because the challenge matters to you.
You can want the outcome deeply without needing it to tell you who you are.
When the outcome stops being a verdict on your worth, there’s so much more room to enjoy the challenge.
You can take a bigger swing. Try something that might not work. Get absorbed in doing something well.
The game gets more fun when it matters less.
You still care about winning. There’s simply less of you on the line.
That’s clean fuel.
Clean fuel is a sweet cocktail of play, curiosity, service, mastery, purpose, impact, creativity, and a genuine love of the game.
Still a burning fire.
Just a different fuel.
And this isn’t a compromise on performance. When getting something wrong becomes less psychologically expensive, you can experiment more freely, make decisions faster and put more energy into doing the work instead of worrying about what it might say about you.
I truly believe the goal, as a high achiever, is a heart that says:
“I know I’m enough.”
And a head that says:
“Cool. Be more anyway.”
You can be enough today and still want to grow tomorrow.
What could that change in your life?
Your priorities will shape the work. But the direction is this:
More freedom to act.
Make the decision. Publish the work. Have the conversation. Take the opportunity. Spend less energy defending yourself against what getting it wrong might mean about you.
More room to enjoy what you’ve built.
Let a good day be a good day. Enjoy a win without immediately moving the finish line. Be able to rest without feeling that you need to justify it.
More presence with the people who matter.
Close the laptop and come back to your life. Have dinner without compulsively checking your phone. Listen without half your attention being somewhere else.
More steadiness when things don’t go your way.
Face disappointment without questioning your worth. Hear criticism without dwelling on it. Stay confident in yourself, even when things don’t go your way.
More ambition that feels like yours.
Room for ideas, experiments and goals you actually care about. More “I get to.” Less “I have to.”
More of your ability available when it matters.
Think more clearly under pressure. Create with less self-censorship. Lead without needing to have every answer or control every detail. Put your attention into the work that moves things forward.
As less of your energy goes into proving, defending and second-guessing, there can be more available for creativity, leadership, productivity and output. The shift can be substantial: you can feel better in your life and become more effective in what you do.
Explore the coaching options ↓Dirty fuel doesn’t always look like ambition.
Sometimes it looks like working harder, chasing the next milestone or needing to prove yourself.
But it can also look like avoiding a difficult conversation. Checking everything your team does. Feeling anxious when you speak in front of people. Or being unable to relax with someone you love.
On the surface, those experiences might seem unrelated.
Underneath them, we often find familiar rules:
“I need to be impressive to be accepted.”
“I need to stay in control to be safe.”
“I need to keep everyone happy to be loved.”
The same emotional learning that fuels your achievement can shape how you lead, rest, connect with people and respond when things go wrong.
That’s why moving from dirty fuel to clean fuel can change much more than how you work. It can change how you experience your life.
Some people come to me with a specific pattern they want to change.
Others know there’s inner work they want to do, even if they can’t yet name one particular problem. They want to understand themselves more deeply, work through what they’ve been carrying and experience life differently.
You can start from either place. Often, the two overlap.
Open the list below to see some of the ways these patterns can show up.
You don’t need to read every example. Scan the headings and see what feels familiar.
100 examples of patterns and problems I’ve helped clients work through
- Feeling like nothing you achieve is ever enough.
- Feeling worthy or confident only when work is going well.
- Reaching a big goal and almost immediately moving the goalposts.
- Feeling guilty when you’re not being productive.
- Feeling that you constantly have to prove yourself.
- Worrying people will discover you’re less capable than they think.
- Struggling to give yourself credit for what you’ve accomplished.
- Feeling behind in life despite having achieved a lot.
- Comparing yourself to others and feeling threatened by their success.
- Feeling empty or dissatisfied despite outward success.
- Being afraid that becoming less self-critical will make you complacent.
- Feeling more pressure than enjoyment when you receive a promotion or bigger opportunity.
- Downplaying your success because you worry it will create distance from other people.
- Struggling to enjoy success because you’re already afraid of losing it.
- Feeling uncomfortable when something comes easily, as though it only counts if you struggle.
- Becoming anxious when things are going well because you’re waiting for something to go wrong.
- Avoiding important work by staying busy with less important tasks.
- Overthinking decisions until you lose momentum.
- Researching or preparing excessively because taking action feels risky.
- Delaying work because you’re afraid it won’t meet your standards.
- Struggling to finish or release something unless it feels perfect.
- Second-guessing yourself after making a decision.
- Avoiding opportunities because you’re afraid of looking inexperienced.
- Losing motivation when results or recognition don’t come quickly.
- Swinging between intense overwork and periods of avoidance.
- Finding that pressure takes the enjoyment out of work you used to love.
- Holding back ideas because you’re worried they’ll sound stupid.
- Struggling to start something new because failure feels too personal.
- Finding it difficult to delegate without checking everything afterwards.
- Feeling you need to control every detail for things to go well.
- Taking on too much because trusting other people feels uncomfortable.
- Feeling personally responsible for everyone else’s mistakes or emotions.
- Avoiding difficult conversations because you’re afraid of upsetting someone.
- Becoming defensive when your judgment or ability is questioned.
- Feeling you need to have every answer to deserve people’s respect.
- Struggling to admit mistakes or say “I don’t know.”
- Feeling uncomfortable asserting yourself around senior or successful people.
- Struggling to set boundaries with clients, colleagues or employees.
- Feeling you have to stay strong for everyone and have nowhere to put your own struggles.
- Taking over other people’s problems because letting them struggle feels unbearable.
- Performing well in preparation but freezing or overthinking when the stakes rise.
- Rushing under pressure because slowing down feels like falling behind.
- Dwelling on a competitor’s progress until it distracts you from your own priorities.
- Feeling financially unsafe even when you have substantial savings or a strong income.
- Finding it difficult to spend money on yourself without guilt.
- Undercharging or avoiding asking for a raise because asking for more feels uncomfortable.
- Struggling to hold your price when someone questions it.
- Feeling ashamed of wanting wealth or earning more than people close to you.
- Being physically away from work but mentally still there.
- Feeling unable to take time off without something going wrong.
- Checking your phone or messages compulsively when you’re trying to rest.
- Being with loved ones while thinking about what you should be doing.
- Feeling restless or uncomfortable when you have nothing to do.
- Struggling to enjoy a good moment without worrying about what comes next.
- Feeling that rest has to be earned.
- Turning hobbies, exercise or personal growth into another performance target.
- Finding it difficult to celebrate your achievements.
- Feeling that you’re always waiting for the next milestone before you can enjoy life.
- Feeling anxious in social situations because you’re monitoring how you come across.
- Being afraid of public speaking or presenting.
- Holding back in meetings even when you have something valuable to contribute.
- Worrying excessively about what other people think of you.
- Replaying conversations and questioning what you said.
- Avoiding visibility because being judged feels threatening.
- Feeling deeply affected by rejection or disapproval.
- Changing how you behave to gain approval or avoid criticism.
- Struggling to be yourself around people you want to impress.
- Feeling uncomfortable receiving praise or attention.
- Needing reassurance before trusting your own judgment.
- Feeling that one awkward moment or mistake changes how everyone sees you.
- Taking criticism personally and replaying it long afterwards.
- Saying yes when you want to say no.
- Putting other people’s needs first and becoming resentful afterwards.
- Avoiding conflict even when something important needs to be said.
- Finding it difficult to express what you need.
- Struggling to let your guard down or be emotionally vulnerable.
- Feeling you have to be useful, impressive or easygoing to be loved.
- Finding it difficult to ask for help or receive support.
- Withdrawing or shutting down when a conversation becomes emotional.
- Reacting more strongly to a loved one’s words than you want to.
- Struggling to trust that people care about you without repeatedly seeking reassurance.
- Feeling guilty when your boundaries disappoint someone, even when you know they’re reasonable.
- Struggling to repair a disagreement because apologising feels like losing power or admitting you’re inadequate.
- Having your mood hijacked by a setback that you intellectually know is manageable.
- Being harsh with yourself after making a mistake.
- Feeling overwhelmed when you don’t know what will happen next.
- Trying to think your way out of a feeling and getting stuck in rumination.
- Suppressing emotions until they come out as irritability or withdrawal.
- Finding it difficult to acknowledge sadness, fear or disappointment.
- Feeling you have to fix every uncomfortable emotion immediately.
- Struggling to trust yourself to cope if things don’t go to plan.
- Carrying anger or resentment from past experiences.
- Knowing where a pattern comes from but still feeling unable to change it.
- Finding uncertainty difficult to tolerate without taking control.
- Pursuing goals you’re no longer sure you actually want.
- Feeling lost when you’re no longer working towards a clear goal.
- Finding it difficult to leave a role or business because it has become part of your identity.
- Staying committed to a goal because changing direction would feel like admitting defeat.
- Feeling guilty about wanting a different life from the one others expect of you.
- Struggling with a transition that removes the status, structure or recognition you’re used to.
This isn’t an exhaustive list. You don’t need to see your exact experience here for us to explore whether the coaching is right for you.
Explore the coaching options ↓Why I do this work
I know what it’s like to build a life that looks successful and still feel driven by the need to prove yourself.
For me, it began with being bullied as a kid and learning that being impressive felt safer than simply being me.
That belief followed me into building a creative agency. I worked harder, achieved more and eventually burned out.
I became very good at understanding my patterns. Changing them took a different kind of work.
Over time, working on the emotional learning underneath them changed my relationship with ambition. I went on to cofound One Thing (a productivity app with over 100,000 users), build my personal brand to over 600,000 followers and pursue a life I genuinely wanted.
I’m more ambitious and happier than ever. I just don’t need to reach my next goal in order to feel okay.
My experience led me to train in this work and begin coaching other people through it.
We work underneath the pattern
If you watched the training, you’ll remember the four levels of change:
Past experiences → beliefs → emotional state → behaviour.
You experience the pressure, anxiety, avoidance, the need for control (or however your dirty fuel shows up) in the present.
But what’s driving it may be subconscious beliefs and emotional learning you’ve carried for years.
That’s why our work goes beyond telling you to think differently, build a better routine or be less hard on yourself.
We explore what the pattern means to you, what it’s protecting you from and the beliefs underneath it.
Then we work on changing what you carry forward.
We use the Subconscious Recoding Method: Trace → Surrender → Replace.
Trace
We start with something you’re experiencing now and follow it towards the beliefs, emotional learning and past experiences that may be contributing to it.
You don’t need to already know where it came from. Finding that together is part of the work.
Surrender
We make space for the feelings underneath the pattern, including how you experience them in your body.
At a pace we establish together, we work with emotions you may have spent years avoiding, suppressing or turning into another reason to achieve.
Replace
We replace the meaning you carry from those past experiences and the broader beliefs that grew around them.
The facts of your past stay the same. What those experiences mean to you now can change.
How I guide you through the work
I use hypnotherapy, timeline therapy, somatic work and other approaches as appropriate to you and the session. You don’t need any previous experience of hypnosis.
Across our sessions, we work through the patterns that make up your dirty fuel, paying attention to what changes in your everyday life and what still needs work.
Sometimes a session creates a profound shift, and we move on to another pattern.
Sometimes we spend several sessions on the same theme, exploring different experiences or returning to something we’ve already worked on at a deeper level.
Between sessions, your life gives us feedback. You might notice that criticism feels different, but resting still brings up guilt. Or that you’re more comfortable delegating, but uncertainty elsewhere still feels threatening - just examples - your patterns might look completely different.
We use what you notice to shape the next session.
Explore the coaching options ↓Is this right for you?
I work with ambitious overachievers, including founders, creators, executives, and athletes.
This could be right for you if:
- You recognise yourself in dirty fuel.
- You want to keep pursuing meaningful goals while removing the emotional resistance or psychological friction underneath them.
- You’re willing to look honestly at yourself and engage with the emotional work.
- You can make space for sessions and integration over three months.
- You’re comfortable with the investment if we both decide the fit is right.
You don’t need to have everything figured out.
You do need to be willing to engage.
Explore the coaching options ↓Choose how we work together
You have two options. The difference is the frequency of our sessions, the length of our initial commitment and the additional access you have to me.
Private Coaching
The recommended starting point for most clients.
$3,000 USD per month for an initial three months.
- Private sessions every two weeks (six sessions total): We meet on Zoom, with two hours reserved for each session so we can work deeply without rushing, with time between sessions to put changes into practice.
- Personalised integration work: Reflections, exercises and practices to help you bring the work into everyday life.
- Bespoke guided hypnosis recordings: Created around the specific patterns and beliefs we’re working on.
- Direct WhatsApp support: Message me anytime between sessions for guidance, questions and support with what comes up.
- Optional monthly continuation: After three months, you can continue at $3,000 USD per month, with two sessions per month and the same support.
We begin with three months together, giving us time to work through your patterns and build on what changes between sessions.
There’s space to go beyond an initial breakthrough, work through several connected patterns, and see how those changes hold up in your actual life.
You’re committing to the full three-month programme, paid in three monthly instalments. That commitment comes only after your free first session, if we both decide to continue.
Explore your free first session ↓Private Coaching Intensive
For clients wanting more frequent sessions and longer-term support.
One upfront payment of $30,000 USD for the full six-month programme.
- Weekly private sessions (26 sessions total): We meet on Zoom, with two hours reserved for each session, giving us more frequent opportunities to work deeply over six months.
- Personalised integration work: Reflections, exercises and practices to help you bring the work into everyday life.
- Bespoke guided hypnosis recordings: Created around the specific patterns and beliefs we’re working on.
- Direct WhatsApp support: Message me between sessions for guidance, questions and support with what comes up.
- Additional WhatsApp voice calls: Up to two 15-minute calls per week to help you work through situations as they arise, arranged around my availability.
You’re committing to the full six-month programme, paid in one upfront payment. That commitment comes only after your free first session, if we both decide to continue.
For most clients, Private Coaching is the starting point I recommend. The Intensive offers more frequent contact and a longer period of support.
Explore your free first session ↓| Private Coaching | Private Coaching Intensive | |
|---|---|---|
| Best suited to | The recommended starting point for most clients | Clients wanting more frequent sessions and longer-term support |
| Initial commitment | Three months | Six months |
| Private sessions | Sessions every two weeks (6 sessions over three months) | Weekly sessions (26 sessions over six months) |
| Session length | Two hours reserved for each | Two hours reserved for each |
| Personalised integration work | Included | Included |
| Bespoke hypnosis recordings | Included | Included |
| Direct WhatsApp messaging | Included | Included |
| Additional WhatsApp voice calls | Not included | Up to two 15-minute calls per week, arranged around my availability |
| Investment | $3,000 USD per month for three months | One payment of $30,000 USD for the full six-month programme |
| Afterwards | Optional monthly continuation at $3,000 USD/month | Continuation discussed towards the end of the programme |
Experience the work before you commit
Your first coaching session is free, with two hours reserved for us to begin the work.
You get to experience what it’s like to work with me. I get to understand you and assess whether I believe I can help.
Then we both decide whether continuing feels like the right step and which programme suits you.
If we continue, that session becomes the first session of your chosen programme.
For Private Coaching, your first monthly payment is due before we schedule session two. For the Intensive, the upfront payment is due before we schedule session two.
If either of us decides against continuing, there is no charge for that session and no obligation to proceed.
I work with a maximum of 12 private clients at one time so I can keep this work deeply personal.
These sessions are for people who are seriously considering working together and ready to invest in their chosen programme if the fit feels right.
Book your first session
You don’t need to achieve less to enjoy your life more.
You don’t need to give up the things you want.
But you can work on the part of you that keeps making your peace conditional on reaching them.
And give yourself more room to do your best work along the way.
Before booking, ask yourself:
“If we both feel it’s the right fit after the first session, would I be comfortable investing $3,000 USD per month for an initial three months?”
If the answer is yes, I’d be glad to meet you.
Book your free first coaching session →Use the same booking link whether you’re considering Private Coaching or Private Coaching Intensive. You’ll select your preferred programme before choosing a time.
If booking is open, I currently have space to consider a new private client.
If no sessions are available, I’m currently at capacity. Feel free to return to this page to check when spaces open again. I usually announce new availability on Instagram too.
Frequently asked questions
We begin by talking about what you’d like to work on. That could be a feeling, a behaviour or a belief you’d like to change.
Using the Subconscious Recoding Method, I guide you through exploring the subconscious beliefs and emotional experiences underneath that pattern, processing what they bring up and changing the meaning they hold for you. We talk throughout, and I adapt how we work to what you’re experiencing.
I reserve two hours for each session so we have room to go deeper without rushing. Between sessions, personalised integration work, hypnosis recordings and WhatsApp support help you bring the work into everyday life.
Yes. Hypnotherapy is a guided process you participate in. You can speak, ask questions, tell me what you’re noticing and pause whenever you want.
You don’t have to surrender control to me. I guide your attention so we can work with feelings and subconscious beliefs that may be difficult to change through logical or intellectual understanding alone. We work together at a pace you’re comfortable with.
You may already understand why you feel or behave a certain way. You might know, intellectually, that you’re capable, that you deserve rest or that your worth doesn’t depend on your achievements. Yet when it matters, you still don’t feel that way.
That gap is central to my work. Through the Subconscious Recoding Method, we work with the emotional learning and subconscious beliefs behind your dirty fuel, so what you understand intellectually has a chance to become something you actually feel.
Previous therapy or coaching may have given you a valuable foundation. We can build on that rather than starting from scratch.
It’s understandable to worry about losing something that has helped you achieve so much. If pressure, fear or the need to prove yourself has kept you moving for years, it can be difficult to imagine what would motivate you without it.
Our work together isn’t about making you less ambitious. It’s about changing where your ambition comes from, so play, purpose, mastery, service, curiosity and a love of the game can become the fuel behind it. You can still care deeply about doing excellent work and discovering what you’re capable of. But now that desire can come from a sense of wholeness rather than lack.
Sometimes that can make your ambition look different. But frankly, most of my clients become more ambitious when they shift to clean fuel, not less. As the fear, overthinking and need to prove themselves ease, they discover how much internal resistance had been slowing them down.
A meaningful shift can happen in a single session. But one shift doesn’t change every related pattern.
Across six sessions over three months, we have time to work on different aspects of your dirty fuel, revisit patterns that need more attention and see what changes when you return to everyday life. Sometimes we work on something different each session. Sometimes we spend several sessions exploring the same pattern from different angles.
The free first session lets you experience the work before committing. If we continue, Private Coaching begins with a commitment to the full three months, with optional monthly continuation afterwards.
Yes. I reserve up to two hours on Zoom for a genuine coaching session, free of charge and before you commit. We begin the work so you can experience my approach for yourself.
Afterwards, we both decide whether continuing feels right. If either of us decides against it, there’s no charge and no obligation to proceed.
If we continue, that session counts as the first session of your chosen programme. Payment is due before we schedule session two: your first monthly instalment for Private Coaching, or the upfront payment for the Intensive.
These sessions are for people seriously considering working together, comfortable with the investment and ready to begin if we both feel it’s the right fit.
Private Coaching is the starting point I recommend for most clients. It includes six private sessions over three months, approximately every two weeks, with two hours reserved for each. The investment is $3,000 USD per month, with a commitment to the full three months and optional monthly continuation afterwards.
The Private Coaching Intensive is for clients who want weekly sessions, closer support and six months together from the outset. The investment is one upfront payment of $30,000 USD for the full six-month programme.
Both include personalised integration work, bespoke hypnosis recordings and direct WhatsApp support. You don’t need to choose the Intensive to do deep work. The difference is how frequently we meet, the level of access between sessions and how long we work together.