The Freedom Project

This is how you navigate those moments in business and life that seem impossible

Today i show you the real reason your business may be held back by your internal beliefs.

This is how I helped one of my clients understand what he really wants in his business and wider life

Today I'll show you how I'm helping 4 business owners find more purpose and drive when they hit a new level of success.

I’ve coached a lot of business owners who say they want growth — more freedom, more income, more control over their time. But when you listen closely, their attention is somewhere else. Politics. The economy. The system. Algorithms. Clients. “The market.” Always something external. In this episode, I break down a psychological trait that predicts whether a business owner stagnates or thrives: locus of control — where you believe power over your outcomes actually lives. I explain why founders with an external locus of control consistently struggle to build momentum, make clean decisions, and stay resilient under pressure — and why the highest performers take an almost unreasonable level of personal responsibility for their results. I also challenge a widely accepted idea in psychology: that locus of control is fixed. From my own experience — and from coaching high-performing founders — I believe it’s a trainable asset. And when it shifts, everything else follows. If you want your business to grow, your thinking has to move inward first. Elite mental fitness is a sets and reps game. Put the reps in.

If you want to build a business, a life, and a level of performance that doesn’t collapse under pressure, you need more than “mental health.” You need mental fitness — the trainable capacity to do difficult things with clarity, calm, and control. In this episode, I break down what mental fitness actually is, why so many high performers hit invisible limits, and how I went from anxious, depressed, and overwhelmed to Royal Marines Commando, business owner, father and coach to elite performers. You’ll hear how mental fitness is built through deliberate sets and reps, how your brain adapts under stress, and the four domains you must train if you want to increase your capacity rather than drain it. If you’ve ever felt like you are the bottleneck in your business or your life… this episode will show you why — and what to do next.

Most people still believe excellence is a gift. This episode shows you why that idea is false — and why that belief is quietly capping your potential. Today I break down one of my favourite pieces of performance research: The Making of an Expert by Anders Ericsson (the researcher behind Peak). It’s a rare, compact overview of what actually creates world-class performance in any field — business, coaching, sport, relationships, leadership, anything. Inside, we cover: • why experts are made, not born • why “being talented” predicts nothing • why most founders plateau early • the real definition of expertise (and why it’s uncomfortable) • what deliberate practice actually looks like • why most people never come close to their potential • how to structure your own path to elite performance • the role of coaches, feedback, and psychological stretch • why your mind — not your tactics — determines your ceiling If you’re a founder who feels capable of far more than you’re currently producing, this episode will give you a scientific blueprint for becoming exceptional — not through motivation, but through real sets and reps. This is how world-class performers are built. And it’s available to you.

If you've ever found yourself mentorship-hopping, this is for you

What if excellence isn’t about talent or luck—but about doing ordinary things exceptionally well? In this episode, Tom explores The Mundanity of Excellence, a little-known research paper that reveals how Olympic athletes, elite entrepreneurs, and high-performers reach the top. Learn how small qualitative shifts—not more hours or “grind”—create exponential growth. If you’ve ever wondered how to reach your next level of performance, this will change how you see success forever.

Today I'm bringing you a conversation with my client, Joe Parish. It's a deep dive into how he levelled up his performance and what that looks like for your growth Enjoy