I’m James.

I love to create.

2016, I began writing about mental health.

Five years later, I’d played my part in changing mental health culture in the UK. I built a business, created a brand and product that impacted tens of thousands of people.

I exited Sanctus in 2022.

I wrote a book on mental health at work with Penguin.

2022, I began writing about Stoke.

A year later, I wrote an MSc Entrepreneurship that launched 100 businesses, launched Made in Stoke and started an independent newspaper, The Knot.

I exited The Knot in 2026.

2025, I began writing about my experience building Sanctus.

Since then I have been coaching and advising founders on their journey. I’ve worked with founders of Newbeing, Pleso, MISA, Steel Door Company, Towards, Hex, LWS, TMP and more.

I guide founders along the way.

Here you’ll find all of my writing as I share my own journey building brands, writing books and coaching founders on their path.

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When you subscribe on Substack, you’ll receive newsletters from me. I won’t spam you and I won’t sell to you. If i’m writing a book or creating a brand, I might tell you about those.

I write with vulnerability and honesty, I share my story, live, as it happens. Not after the fact with a bow on it. You won’t receive any other newsletter like this.

I write on a wide range of topics, all of which stem from my experiences of the world in life, in business, in art, in relationships. I have no niche. My niche is me and my uniqueness. I won’t wedge myself into marketing, or business building. I write about all of my life in all of it’s colour.

I write about The Creative Life which I believe we are all living, whether you are a founder or not.

Cheers,

James x