Don’t work harder. Build better.
Most founders think working harder is the path to growth. Just pull a late nighter again? Just hustle that bit more?
Think system over hustle.
But I know the answer lies in creating the right combination of people, playbooks and tech in your business – creating a system that can work without you.
Don’t be indispensable. Be free.
I help founders transform their hard work into businesses that can run without them, scale beyond them and make them truly free – not just be the person that everything seems to depend on.
Stop being trapped by your success.
Start being freed by it.
I’m Simon Wakeman – The Founder’s COO.
I work exclusively with founders and am obsessed with making businesses that actually work.
I’m a hands-on practitioner who’s spent more than 25 years in the trenches as a founder and COO, not simply a consultant with theory, untested frameworks and a lot of slides.
I help founders go from…
Firefighting through every day → planning ahead for growth.
Being a bottleneck for decisions → their leadership team stepping up.
Feeling that everything depends on them → confidently relying on their teams.
Being trapped by their success → being freed up by people, playbooks and tech.
“I’d known Simon at a distance for over a decade, but only started working directly with him in 2023 – and wished I’d brought him in before! He came into the senior team at my ecommerce SaaS platform with a consummate skill at collaborative improvement. He has made a big difference in team re-directing and re-energizing – and really got things done. He combines both a high emotional EQ and systemising skills, which is not so common. 100% recommended.”
Deri Jones, founder & CEO at ThinkTribe
“Working with Simon has been nothing short of transformative. At the start of the year, my business was on shaky ground, but with his guidance I now have a clear, solid strategy in place. He’s pushed me to tackle the things I’d been putting off, and that accountability has been a game-changer. As a result, I’m winning more business than ever and am on track to double my revenue this year. His support, advice and encouragement have been invaluable I couldn’t recommend him highly enough.“
Rebecca McKee, Founder, This Brand Works
“As a fractional executive in our leadership team, Simon designed and implemented new processes that have significantly improved our operational efficiency. Notably, he introduced our new 1:1s to enhance team engagement and helped create a new ‘lead to sale’ process for our agency. Simon is a collaborative and supportive executive in whom we had trust and confidence from the start. He listens and advises, leveraging his extensive agency and consultancy experience to build trust with the team and deliver results quickly.“
Peter O’Brien, Co-founder & Creative Director, Hidden Creative
“I’m scaling my business without scaling my stress.”
Most founders are stuck in the first stage: trying to build a business operating system that actually works. They know their business could run smoother. They can feel it in their daily frustrations.
But they struggle to build “it” in a way that’s sustainable, reliable and makes their team go “yes, we’ve got this” as well as “we don’t need you for this any more”.
So they compensate with control: more meetings, more oversight, more hands-on management. This means activity but still no functioning business operating system. Worse still, every growth opportunity demands more of their time – this makes the founder treadmill feel like progress when it’s really not.
Here’s what I’ve learnt:
Founder/s + Leadership + Business Operating System → Growth
Most founders optimise for leadership – getting more involved – while ignoring the need to create an enduring business operating system.
That’s why for many founders life feels like a relentless treadmill. But there’s a better way:
Stop managing tasks and start building your business operating system.
Build your business better on proven, systematic processes that add clarity to your team’s work. As founder you shouldn’t “own every outcome” but you can own the operating system that creates them.
“Simon is an amazing strategist to have in your corner—he breaks complex problems into digestible chunks that give people clarity, accountability and help teams thrive. I’ve often turned to Simon when faced with tough, frustrating challenges. Whether it’s restructuring a team, refining a business model, or navigating the transition from start up to scale up, Simon approaches everything with a level of level-headedness, integrity and empathy that’s rare. He joins dots and through his network is an incredible connector of people. If you’re a scale up business, Simon will be a trusted guide and an invaluable asset. He’s made a lasting impact on our business.”
Georgia Branch, Co-founder & CEO at We Create Popular
“Simon is a serious company builder. He knows how to take a founder’s vision for their business and make it real step by step. He’s got a collaborative and thoughtful approach to leading teams and getting things done. If you want a trusted partner in scaling your business, work with Simon.”
Tim Deeson, serial exited founder & advisor to early stage start-ups
“Simon brought a level of insight and expertise that profoundly impacted our company’s leadership strategy. His customized approach helped us outline a clear path for our company’s growth in the short and long term and establish personal goals for each founder. Simon’s strategic thinking, coupled with his ability to provoke thoughtful discussions, made the entire process not only effective but also enjoyable. We highly recommend Simon to any company looking to solidify their leadership structure and future plans.”
Matt Linder, Co-founder & Managing Partner, Strand LLC
How I work with founders like you.
“Following a team restructure, Simon played a crucial role in navigating the complexities that can come with big change. His calm demeanour and intuitive approach made everyone at ease, which gave different personalities the opportunity to speak and feel listened to. The team went from being deflated and uncertain, to being a united, high-performing team with clearly defined roles and goals to look forward to. I highly recommend Simon to any team leader looking for direction, support and guidance across a multitude of business needs.”
Louise Ioannou, Marketing Director at National Geographic Kids Magazine
“I’ve been working with Simon as a coach and mentor since 2021. He’s always great at bringing a different perspective, and through building trust and understanding, he’s also able to challenge me and help me with alternative approaches and viewpoints to broaden my thinking. I continue to really enjoy our sessions, and find them invaluable in bringing additional perspectives, opening my eyes to opportunities and always, always reminding me of the value and experience I have to offer.”
Louise Lai, Chief Client and Transformation Officer at TPXimpact
“Simon’s coaching and mentorship have transformed my professional progression from Head of Delivery to VP of Operations (and beyond) in a scaling global AI start-up. Simon and I have worked in two key areas: business mentorship and career progression. He has given me the tools to navigate tricky, new business challenges and better understand and prepare myself for my future professional journey. He is an invaluable mentor and coach for any executive looking for a seasoned business leader to work with to develop your future self and to navigate business challenges from across all business areas.”
Adam Fowles, VP of Operations at OpenDialog AI
Leading a growth business?
My B3 framework® helps you get your scaling journey right and reduce the challenges of successful business growth.
Developed from interviews with more than 50 founders and personal experience, it’s a simple yet powerful framework for company building, giving you everything you need to know build a brilliant business.
“Simon is an outstanding coach. His calm presence and thought-provoking questions helped me see challenges from new perspectives and overcome obstacles that had been holding me back at work. Each session left me with practical insights that strengthened my relationships with colleagues, leading to better collaboration, faster decisions, and improved outcomes.
What impressed me most was Simon’s ability to add value without prior experience in my industry. He drew on his expertise to help me better understand myself and how I interact with others, which has significantly boosted my performance. I highly recommend Simon to anyone seeking a coach who can unlock growth and deliver real results.”
Mark Moreton, Director of Learning and Development, CVS Group
“Simon has an outstanding skill set and extensive experience in technology, business operations and management. He is easy to work with and can effectively draw on his skills and experience to help solve problems with calm authority and creativity. I highly recommend Simon to anyone looking for efficient, energetic and effective support.”
Neil Benson, serial biotech founder at Xenologiq, Quantlmed & Sevenless Therapeutics
“With his knowledge of agencies, tech, and delivery at all levels, Simon is an excellent person to have on your bench. He has great intuition and knows when to ask the right questions to help you come to your own conclusions, and when to lean on his own extensive experience. He works to understand the challenges specific to my organisation, and helps me to see them in the context of the broader market. We’ve worked through everything from operating models to team dynamics, and his counsel has always been wise, measured and insightful. I always look forward to our time together – his impact has been felt throughout our company.”
Siobhan McKeown, Chief Operating Officer at Human Made
