I’ve always believed that results are not just shaped by resources, strategy, or even talent — they are profoundly influenced by mindset.

At apetito UK, one phrase became a rallying cry:

“Someone has to be the best. Why shouldn’t it be us?”

We weren’t the biggest company in our sector when we started. Far from it. But by instilling belief — in our people, in our culture, in our ability to perform — we created the conditions to grow from £27m to £260m in sales.

Mindset wasn’t about arrogance. It was about giving people the confidence to think bigger, act bolder, and perform at their best.

The Power of Big Goals

Another lesson I’ve carried with me is the value of BHAGs — “Big, Hairy, Audacious Goals.”

Here’s the truth: teams who set BHAGs don’t always achieve everything they set out to do. But they almost always achieve more than those who aim low.

Why? Because big goals inspire effort, creativity, and collaboration on a different level. They stretch people beyond their comfort zones, creating growth that simply doesn’t happen when the target is modest.

Even if the full BHAG isn’t reached, the act of striving toward it raises the bar for everyone.

Coaching and Mindset

In coaching, I see this again and again. Leaders who approach challenges with belief and ambition unlock far more potential — in themselves and in their teams — than those who play it safe.

The right mindset doesn’t guarantee success, but it shifts the odds in your favour. It creates energy, resilience, and the possibility of breakthroughs.

Final Thought

If results are a reflection of mindset, then leaders have a simple but profound responsibility: to set the tone, create belief, and raise ambition.

Because someone has to be the best.
Why shouldn’t it be you?