🤔 The biggest shift when you leave a senior role to start your own business isn’t what you expect.
Two years ago I stepped out of a senior commercial/marketing role at the ECB (cricket), having been in full-time employment for 25 years... to build BAZBALLERS CONSULTING LTD.
What I thought would matter…and what actually does…are quite different.
I know many people who are facing similar "sliding doors" moments so I thought it might helpful to share my top 8 insights... feedback welcome!
- "Titles" don’t solve problems solutions do. I realised quickly that no one is buying "me" for my CV but they need to have a specific problem, need or opportunity that I can help with. But, unlike permanent roles, it is on you (not them) to understand it properly and be clear on how you can help (and why).
- Your network matters a lot but how you use it matters more. I am incredibly grateful to all those people who met me for a coffee when I was first figuring stuff out (and continue to do now! 🙏) That’s important for lots of reasons...sanity, getting you out of the house, etc. But the real gamechanger for me has been asking: “Who in your network might find it interesting to meet me?” It’s a question everyone can answer and I would say more than 50% of my work has come through those referrals, often with a clear need and some trust already in place.
- Going alone gets you started, going with others takes you further. Year 1 was pretty much just me. Year 2 has been about working with people I trust and have known for years. Hat tip to Anna Shaw, Stuart Rowson, Scott Field, Luke Nicholson 🙌. Better thinking, better delivery, and a lot more enjoyable.
- Positioning is harder than you think, even for a marketing guy! After 25 years, you can do a lot of things. But you still need to be clear on what you actually offer without boxing yourself in. I’m much better now and the work delivered does some of the talking but I am still refining this.
- You have to be comfortable being uncomfortable - embrace it! You might have led big teams…and now you’re pitching to someone who graduated last year. Sometimes they don’t reply. You have to park the ego, keep going, and focus on the work. My self talk often comes from films - "to those who are about to die, we salute you!"
- Some of the best opportunities come from unlikely places... A cold email to the CEO of Charlton Athletic took 3 months to go anywhere…but turned into an 18-month engagement (and counting).
- Be generous. I’ve tried to give time to others figuring things out. Partly because people did that for me. Partly because it just feels like the right way to do things and as they say in life (hopefully!) it's a long game so make time for others.
- Keep showing up (even when you’re not sure it’s working) I wasn’t convinced about posting on LinkedIn at first. Now I try to do it weekly. Hard to measure, but when people say “I see you all the time on here”… it probably matters. I've also made sure that I go to things when invited even if I don't see what the point could be from the outside.
Running your own thing is not for everyone. I completely get that. Watching my Dad run his business (a haulage company!) for 30 years, I know it's not plain sailing to say the least.
But if you’re in (or considering) a similar phase, building something of your own then you’re not alone and I would be very happy to spend time reflecting on this further with you.
If you've got this far and are still curious then I always recommended reading this from the brilliant Zoe Scaman - Read more on zoescaman.substack.com
First published on LinkedIn on 12 Apr 2026. Read the original
Russell James
Founder of Bazballers. Formerly Marketing Director at The FA, Sales and Marketing Director at the ECB, and ten years at P&G.
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