Book the Dinner

Originally sent exclusively to The Letter subscribers on July 20th. Want to be the first to get my personal newsletter in your inbox every Monday at 7am? Subscribe for free here.

I released the most honest video I've ever made about being an entrepreneur and the story of being knocked for £2 million.

It's a big number. In the same year that Rachel Reeves is making Pablo Escobar profits from my trading through taxes, I still find it crackers that the Government can make so much more from my business than I do, simply for existing.

I wonder if there'll ever be an age when that feels acceptable.

I was at a friend's 40th birthday this weekend and got chatting to another friend who's just taken over the management of a local pub.

What first looked like a crown has quickly become a heavy burden.

He knows I've learned one or two things about business over the years, so it wasn't long before he said:

"James, we turn over so much money, and we just give it all to the Government."

Welcome to trading in Britain in 2026.

Around 40% of turnover disappears on wages. Another huge chunk disappears in taxes. Then you've got your cost of goods sold, utilities, rent, insurance and everything else.

Before long, you realise you're running a charity without the charity status.

But here's the interesting bit.

These situations create something incredibly powerful.

Disgust.

Disgust creates action. Powerful action. Action is the antidote.

That pub, disgusted with mediocre profits, isn't giving up. They're changing the model. They're adding weddings, wakes and higher-margin revenue streams. They're creating guaranteed income instead of hoping for it.

I've been disgusted with the position I've found myself in over the last nine months too.

The video that's about to drop tells the dirty, rotten truth.

No filters. No pretending. Just the reality of what it's like when things don't go to plan.

My job has always been to help you on your journey. I've been fortunate enough to achieve more than most (fortunate to discover personal devolpment), and documenting both the wins and the setbacks is strangely therapeutic for me.

Judging by the thousands of you who tune in every Monday morning at 7am to listen to my drivel, I think it helps a few of you too.

I've had tight spots before. They've all led to one thing: something better.

Just like a toddler who falls, and falls, and falls before being rewarded with walking... and then running.

When disgust arrives, you have a choice.

You can complain or you can evolve. You must march forward during these times. You must never give up.

You must tweak your business model. You must up skill.

You must become better for your business to become better.

The world rewards those who continually improve themselves and refuse to quit.

• If you haven't read the books...

• If you haven't booked the seminar...

• If you aren't journalling...

• If you aren't taking time to think with clarity and visualise a better future...

Don't expect quantum leaps.

You must embrace:

Be × Do = Have.

Who do you have to become? What do you have to do? To have the life you want to have.

No one is coming to save you. But personal development just might.

The next time life gives you a difficult year, don't waste it.

Use it.

Let it in.

Learn from it.

So that next time, you know exactly how to beat it. Make small amounts of progress every single day.

Those little improvements compound far more than you realise.

Book the Dinner:

The title of this week's letter comes from something I've actually done.

I've booked a dinner with a couple of my senior team.

It's already in the diary.

The title of the diary entry...

"Everything Worked Out and We Are Stronger for It."

Because that's exactly what's going to happen.

We aren't celebrating what's happened.

We're celebrating what's going to happen.

We're acting as if we've already won.

If you're going through a tough period, book your own dinner.

Put it in the diary.

Give it a title.

Create something in the future that pulls you towards it.

You'll be amazed at how your actions begin to align with the outcome.

Well, my winners...

Until next week, I wish you every success.

Remember, we're the hard workers.

We're the responsible ones.

You're far stronger than you think.

Before you win, people ask why you're working so hard.

After you win, they tell everyone how lucky you are.

And never forget this:

An education will make you a living.

Personal development will make you a fortune.

P.S. If you'd like me and my team to help you catapult your business forward, I'd love to see you at the next Business Masterclass. We'd be delighted to have you.