Will Gough

Founder, COO, Investor and Talent & People!

[Will Gough @_willgough]

Last week someone asked me "How do you manage businesses, keep up your training plan, organise a wedding, and still have a life?" 🤔

There’s no single answer, but a lot of people assume that building a business requires sacrificing balance and personal life entirely, this is not true!

It’s not easy there’s definitely an adjustment period, and you’ll give more than you take at times. But here’s the truth: it is manageable!

Working smarter, not just harder! 👉 Here's 5 things that helped me 👇

1️⃣ Organisation
I’m a bit obsessive about my organisation just ask my friends, family, and partner! My master calendar and task list sync across all my businesses and personal life. This system keeps me on top of every priority, so nothing slips through the cracks!

2️⃣ Batching Tasks
Grouping similar tasks helps me get into “the zone.” Whether it’s strategy, client calls, or deep work, I batch to maintain focus and move efficiently from one thing to the next.

3️⃣ Over Communicate
Clear communication is my non negotiable. I try hard to make sure everyone knows the plan, timelines, and data points, keeping everyone on the same page and reducing the back and forth saves frustration or confusion.

4️⃣ Process
Have repeatable systems/process to rely on so you can repeat success and save your headspace for complex/new projects and tasks!

5️⃣ Replace Myself (Work in Progress)
I’m learning to delegate more and empower others. It’s not easy, but finding and training people who can take on parts of my responsibilities is a game changer for scale.

Balance isn’t about doing less it’s about working with intention and having a process that supports your growth without burning you out.

[Will Gough @_willgough]

The secret to offering a service everyone wants 👇

Running a service based business is a different game from selling a product.

With a service, you’re not just making a transaction you’re committing to a relationship, becoming part of your client’s journey, and fulfilling a real need.

So, how do you stand out and become indispensable, not just another service provider?

1️⃣ Over-deliver every time to build trust and reputation.
2️⃣ Understand their needs true needs not just the face-value problem.

Here’s how to make your service one they can't live without:

👉 Ensure a perfect fit - align your service to exactly what they need, this is your product-market fit.

👉 Kick-off with deep discovery - gather every detail about their problem and goals from day one so you move in phases

👉 Start solving immediately - don’t wait, show value by addressing issues upfront immediately.

👉 Think one step ahead - Anticipate their needs and simplify their lives by taking work off their plate.

👉 Be solution first - If challenges arise, come with a proactive plans and next steps giving the client a "no thought" experience.

👉 Over-communicate - Lead with clarity; they should never wonder what’s happening next.

👉 Use data to drive decisions - Let results speak through insights, not guesswork.

👉 Finish strong. Wrap up each project with a review to refine and improve together, showing your value!

[Will Gough @_willgough]

One of my biggest lessons in 2023? The power of consistency.

Consistency is a game changer, here’s why 👇

It doesn’t just speed up learning; it fuels meaningful growth.

Progress comes from steady, committed actions that keep us moving forward, no matter the goal whether it’s scaling a business, building an audience, or improving fitness.

The real magic unfolds when consistency surpasses the idealised results we’ve envisioned in our head.

That’s when progress becomes second nature. You start to trust yourself more and what once felt challenging becomes easier, gradually impacting other areas of life in a powerful and compounding way.

Get clear on your goals, make a plan and stay consistent. The results will come.

[Will Gough @_willgough]

Why we chose an office over salaries 👇

2024 was a breakthrough year for 28. From pocket change, we built 28 into a six-figure brand in just one year! But instead of paying ourselves, we reinvested every bit into building something that lasts.

Here’s how we’ve allocated our revenue to set 28 up for long term success:

👉 Product – The majority of our revenue goes into refining product quality and garment fit to ensure we deliver only the best.

👉 Office Space – Rather than personal salaries, we chose to establish an HQ in Zone 2 London. This space has transformed our design, improved collaboration, and given us a place to meet with partners and clients.

👉 Tools & Equipment – We’ve invested in top-tier gear like MacBooks, design software, and other tools to keep our team on the cutting edge.

👉 Reserves – The remaining funds serve as a backup for emergencies, safeguarding our journey forward.

Our team members are hustlers and all have other sources of income, allowing us to focus entirely on growth and impact without sacrificing financial stability.

We’re working toward a three-year roadmap that will slowly shift this structure as we aim to make our mark in London’s sportswear industry.

[Will Gough @_willgough]

Founder led storytelling is one of the most powerful tools for building a brand👇

It’s not just about selling a product or service, it’s about sharing the journey.

People connect with real, human experiences, and they buy into the people behind the brand.

Take @BenFrancis1992 , @Gracebeverleyy or @matthucius for example they’re as recognisable as their brands: @Gymshark , @WEARETALA, and @spacegoods_co.

Their journeys as young entrepreneurs, learning the ropes, building from scratch, and scaling to new heights, resonate deeply with their audiences. It’s not just about business growth; it’s the authenticity of their stories and the grit behind the scenes that captivate and inspire other to join in!

The best DTC brands today don’t just sell products, they sell stories.

So, if you're a founder, sharing your journey could be the game changer for your brand.

Why not? What do you have to lose?

[Will Gough @_willgough]

Why I chose to rebuild my recruitment agency with a focus on E-commerce 👇

In 2023, I hit a wall. Burnt out and exhausted, I knew I needed a break, but I also knew I’d be back I wasn’t done building.

I’d always been fascinated by e-commerce since I was having my first brand; the accessibility, the pace, and the endless opportunities to scale were like no other industry, it never felt like work!

This time, I wanted to rebuild my agency with a fresh perspective, focusing exclusively on e-commerce to help brand owners (myself included) scale their businesses quickly and efficiently as after all finding good talent is hard.

I’d seen that the agency model we’d previously built could work, but I wanted to evolve it to serve e-commerce businesses in a way that hadn’t been done before.

So, in Q4 2023, I connected with team at Soar With Us. By Q1 2024, they became my first new client under the new model. It’s been an incredible journey with them, filled with growth, impact, and learning.

Since our partnership began, we've:

👉 Hired 15+ key team members at Soar With Us
👉 Connected with Hambi Media, where we’ve hired over 20
👉 Saved the group £150,000+ in recruitment costs & hundreds of hours in time
👉 Reduced time-to-offer to just 30 days
👉 Achieved a to date average 4.75/5 NPS score
👉 Built an operational recruitment function with measurable success metrics and repeatable methods and more!

The best part? The people.

Everyone I've worked with at Soar With Us and Hambi Media has been incredibly friendly, passionate, and like-minded.

They welcomed me from day one, bringing a warmth and energy that made every collaboration not only productive but genuinely enjoyable.

It's been a privilege to work alongside such dedicated teams who are as committed to growth and innovation as I am. 🚀

[Will Gough @_willgough]

From 7 figure agency owner to driving London's next sportswear brand 🏆

For those who don’t know, 28 isn’t just another brand. We're on a mission to build a community that fuels personal growth and collective achievement through community.

In just one year, we've hit some milestones that mean a lot to us:

👉 Built a 6-figure brand within our first year
👉 Reached over 10,000 customers worldwide
👉 Surpassed a community of 10k+ on Instagram
👉 Grown to 300+ engaged members on Discord
👉 Hosted our first London pop-up shop
👉 Opened our HQ in London our new home base for growth

2024 was a massive year and I'm beyond grateful for the team that made it happen. But trust me, we’re just getting started. Big plans are in the works for 2025, so stick with us to see what’s next. 🤝

[Will Gough @_willgough]

How I made it through my toughest mental health battle 👇

After my agency collapsed (see my last post for more on that), I was blindsided by the mental toll it took. I didn’t realise how deeply it would impact me, or just how much I was pushing myself to keep up a “strong and ambitious” front.

For the longest time, I ignored what I was feeling, bottling it up to meet everyone else’s expectations and my own.

The end of 2023 hit hard. Here’s what I was dealing with:

👉 Agency Collapsed: A venture I poured my heart into was no more.

👉 Changed Relationships: My bond with my business partner and team transformed overnight.

👉 House Purchase Fell Through (again): Two failed attempts and a £3,000 solicitor bill later, I was left without the home we’d planned for.

👉 A Lost Sense of Direction: I was 28 and felt untethered about what I wanted next.

👉 Distant Close Circle: My relationships with the people closest to me my partner, mum, and brother weren’t as strong as they are to date.

So, how did I turn things around?

1. Acknowledging what I was feeling
I had to stop fighting my emotions and accept that I was struggling. Ignoring it wasn’t working; I needed to let myself feel it all.

2. Taking a solo trip
I decided to go to Copenhagen alone. Sitting in coffee shops, watching people go about their lives, and just reflecting helped me reconnect with what I actually wanted after four chaotic years.

3. Rebuilding close connections
I put real effort into reconnecting with my loved ones, organising get togethers and joining in on activities I’d usually pass on. The simple things, like shared experiences, made a big difference.

4. Embracing fitness & healthy habits
Getting into a fitness routine became my lifeline. Intense HIT sessions and long distance runs not only kept me physically strong but provided the dopamine boosts I needed to stay resilient.

5. Making time for myself
I set aside time for things that recharged me; reading, solo coffee outings, fresh air walks, and just slowing down. These little moments were the antidote to burnout.

I share this not as a “how to” for others’ mental health battles, but in case even one or two of these might resonate with someone else. If you’re in the thick of it right now, know you’re not alone!

[Will Gough @_willgough]

Last year, my agency hit rock bottom 👇

I had to let go of both clients and employees I loved working with. It was a tough pill to swallow, but looking back, I know I didn’t lead the way I needed to. My team of six quickly became a team of none. 📉

But 2024 is all about rebuilding. (I’ll share more about the reasons behind this in another post.)

Let’s rewind to 2020 a year that changed everything for everyone. COVID-19 hit the UK, triggering lockdowns, mass redundancies, and, most devastatingly, severe illness for so many.

For me, this was a period of personal uncertainty. I was in the process of buying my first house, relying on full-time employment. Then, in May 2020, I was made redundant. At the time, it felt like a setback. In hindsight, it was the best thing that could’ve happened.

By September 2020, my ex-mentor and I launched our agency. Things were great we had amazing clients, a small but dedicated team, and by 2022, we were a 6 person agency servicing 10 clients, bringing in £50,000 MRR. Everything was on the up.

Until it wasn’t. We had no real system for acquiring new business. We couldn’t attract the quality clients we needed. We were invisible, and no one wanted to work with us.

So, what am I doing differently this time? Here’s how I’m ensuring history doesn’t repeat itself:

👉 Building a personal brand: People buy from people. Trust begins with engagement, and it’s built through consistent visibility online. This will lead to formal opportunities.

👉 Owning the growth: As a founder, I spent way too much time in operations. While that keeps things running smoothly, it doesn't fuel growth. Now, I’m dedicating my time to growth because 90% of the time, the founder is the best person to drive that.

👉 Strategic relocation: I’ve moved to London to be surrounded by like-minded, ambitious individuals who push me to grow and challenge myself daily.

👉 Setting clear expectations: "You can’t manage what you can’t measure." This hit me hard. Clear goals and KPIs empower people to succeed. It’s crucial to provide guidance and trust your team to execute.

👉 Building solid foundations early: As someone with ADHD, I’ve always thrived in chaos. But I’ve learned the value of structure. My mentor always stressed the importance of having systems in place before you need them. This minimises chaos and makes everything more manageable.

Ultimately, this journey has been one of the most valuable learning experiences of my life. I’m rebuilding with more intention, focus, and a commitment to doing things better. 🚀

[Will Gough @_willgough]

In 2018, I launched my first clothing brand. It didn’t take off the way I hoped—but was it really a failure? 👇

The 90’s logo mania was everywhere that year, with brands like @OffWht, @theyeezymafia, and skinny jeans dominating streetwear.

Seeing newer brands rise and take fresh approaches was inspiring, and it pushed me to put my own spin on fashion. I was eager, but honestly, a bit naïve. I lacked the fundamentals that we now have at 28.

Here are 5 of the biggest lessons I learned:

👉 A clear brand proposition: Your brand needs a compelling story and mission that customers can connect with and want to be a part of.

👉 Strong manufacturing and supplier relationships: Back in 2018, we were constantly let down, which made it impossible to control design, planning, or production.

👉 A solid marketing strategy: We thought simply posting pictures of ourselves in the clothes and running a growth bot would be enough. Wrong. People want to feel part of a community and engage with quality content that represents the brand.

👉 Foundations and operations: You need a clear understanding of your P&L, forecasted revenue, and the right processes and systems set up in platforms like @Shopify for scale before you need it.

👉 Set the example: People buy from people. You need to represent your brand from every angle. For example, if you’re starting a golf or tennis brand, immerse yourself in the sport.

2019 felt like a failure, but it wasn’t. It taught me everything I needed for future success!

Follow me for more tips like this 🫵

[Will Gough @_willgough]

I've FAILED my whole life, but here's how it shaped me 👇

I'm 29 now, an age that once seemed so much older to my younger self. As time goes by, you naturally start reflecting on your experiences, wondering what made you who you are today.

Here’s what I’ve unpacked…

Since childhood, I was often labeled a failure. Parents' evenings were a grilling session with teachers about the same issue: “He's not trying hard enough.”

But here’s the thing, I have a strain of ADHD and staying engaged in things that don’t spark my passion has always been a struggle. Yet, when I am passionate, there’s no stopping me.

Fast forward a decade, and I’ve tested 5 businesses, exited one profitably, multiplied my knowledge and network, and created the freedom to live life on my own terms. (This is just the start).

So, how did I turn failure into fuel? Here’s how:

Self-Awareness – As a kid, I didn’t understand why I was feeling disengaged. Now, simply recognising when this hits allows me to make a conscious decision: Do I push through or pivot?

Communication – Share your passion! Let others feel your energy, it’s contagious. At the same time, don’t be afraid to express when you're not feeling it. This helps your close ones understand and support you.

Reflection – Set aside time to think about what triggers those highs and lows. Knowing where you struggle helps you harness your strengths and manage the rest.

So, if you feel different or unconventional, don’t let it hold you back. Own it. Turn it into your superpower and prove to your younger self just how far you can go!

[Will Gough @_willgough]

Hello Network! 👋

I'm Will, Founder of Hire Incognito, where we help E-commerce companies hire top-tier talent at affordable rates, and COO of 28, a brand empowering ambitious individuals 🚀

I'm excited to start posting more regularly here on X, so for those who don’t know me yet, here’s a quick intro:

- 5+ years of experience being self-employed as a business owner and entrepreneur
- 2+ years managing operations for an E-commerce brand
- Partnered with over 50 businesses to scale through effective People & Talent Solutions
- Built robust interviewing, hiring, and HR functions for entrepreneurs across the UK

Here’s how Hire Incognito could help your E-com brand →

- Identify bottlenecks in your hiring function/processes
- Find you E-com talent in under 30 days
- Build a 3, 6 or 12-month forecasted plan for long-term success
- Save your brand up to 75% per month against traditional recruitment methods

What’s in store for you on X?

From now until Christmas, I’ll be sharing daily posts packed with insights, strategies, and real-world takeaways on:

- Growing and scaling an agency
- Hiring and Firing
- Building an E-commerce brand

If you’re looking to level up your hiring process, scale your business or learn tips and tricks for your E-commerce brand stick around as there’s a lot more to come!

[Olly Hudson @oliverwhudson]

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[Clare Sutcliffe MBE @ClareSutcliffe]

🚨 I’m #hiring ANOTHER exciting role! This time I'm looking for a Community Content Manager at @WhiteHatGB. Check out the role below and please share with people you think should go for it!

https://t.co/BLdPooFNEB

[Will Gough @_willgough]

https://t.co/h1c6p5XGHa

[Will Gough @_willgough]

05.03.2020 - The Startup News

"Is #Fintech Ready For #coronavirus ?" 🚨

@Visa and @Mastercard have warned investors that sales will fall short of their expectations in the current quarter by 2% to 4%. 💳

Click the Forbes link in the comments to read more ⬇️

[Will Gough @_willgough]

#Visa has already seen a “sharp slowdown” in its cross-border business, especially travel-related spending. Their stocks have dropped about 12% since the market’s peak on February 19, 2020, compared with a 10% stumble for the S&P 500. 📉

#thestartupnews #startups #fintech

[Richard Branson @richardbranson]

Dyslexia is just a different way of thinking, not a disadvantage. Wouldn’t the world be rather boring if we were all the same? https://t.co/WEfKrOBgdM

[Will Gough @_willgough]

@fuzzmonkey Hey, i lead recruitment for @amillionads.

We are looking for a number of engineers, drop me a message if you would be interested :)

[Will Gough @_willgough]

@DRFR0ST You need a later later section 😂