They’re running a business – or a division – with tens to hundreds of millions in revenue. They or their direct bosses have titles like CEO, Managing Director, President, or Managing Partner.

They find Andy through his books, they get introduced by other clients, or they may have heard him speak.

There’s usually some trigger for the call, in the shape of a new demand for growth. They may have recently taken over the job on the understanding that growth is the first priority, or they have been in role for a while but a new Chairman or Group CEO has raised expectations, or the competition has become more heated.

Very often they will say, “We’re actually doing OK, but I know we could be doing much better”, or “Things are alright at the moment, but with the way the world is, we need to learn and change fast if we are going to thrive in the future.”

And very often they’ll also add: “A big issue is getting my people to see the need for change and actually, to see the potential. I worry that they'll just double down on 'the day job’ or hope that external threats are only rumours.”