North Star Conversations | Unlock Your Potential, Performance & Purpose

Episode Notes
In this episode, I sit down with Jacob Lockwood, a former soldier in the Coldstream Guards turned founder of Lockwood Clothing, a British-made outerwear brand built on military-grade design and an unshakeable commitment to UK manufacturing. We talk about the dark moment driving down the M4 that made him realize something had to change, the decision to leave the Army with just 12 months to make his business work, and the terrifying week he came four days from losing his house. Jacob shares the discipline and integrity he carried from 15 years of service into business, his belief that "no one has depression, they have feelings of depression," and why he'd rather keep his manufacturing British than sell his products for a third of the price overseas.
Don't miss the opportunity to take the first step towards a more fulfilling life. Book your complimentary clarity call today and discover how Will Polston can help you achieve the success you deserve. 💡 https://willpolston.com/book-a-call/
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Video Chapters
00:00 - Introduction: soldier, entrepreneur, or fashion designer?
02:32 - Finding your North Star
03:15 - Growing up in a single-parent household in Middlesbrough
04:26 - Falling in with the wrong crowd and being sent to live with his gran
05:38 - The ultimatum that became his saving grace
06:58 - Seeing an Army advert and finding his path
07:34 - Joining the Coldstream Guards and the anti-tank platoon
09:38 - The military values that shaped who he is today, and why your word matters
11:52 - The dark moment on the M4 that changed everything
13:02 - Going home, speaking to his wife Ruth, and seeking help
13:53 - Deciding to leave the Army with 12 months to make it work
14:51 - "Nobody has depression, they have feelings of depression"
16:34 - The failed waterproof jacket that sparked the idea
17:31 - The Falklands story behind his first invention: casualty evacuation stretchers
19:20 - How Covid and the Ukraine war shaped that first business
21:27 - Why military contracts fell apart, and pivoting to clothing
23:41 - Describing Lockwood's products and British manufacturing
24:21 - The functional mushroom brand he launched and sold in 2022
26:19 - How new Trading Standards rules killed the product's core value
27:39 - Why he refuses to manufacture overseas, whatever the cost
30:40 - The debate around what "British made" really means
31:00 - Where he was when the Queen died
34:14 - How signing off from the Army created real urgency
35:43 - Putting his house on the line, and the four days he nearly lost it
37:36 - Asking for help, and getting rescued by his now business partner
39:23 - How to determine who's actually worth asking for help
42:13 - Why coaching matters more in business than in the military
44:01 - How to choose the right coach: four things to evaluate
46:15 - Why coaching, content, and community work best combined
48:50 - Daily habits: cold showers and weekly letters to the King
50:07 - Getting replies from the Palace, and being recognized by name
53:04 - The next 1-3 years, and the goal of becoming a British Ralph Lauren
54:18 - How to connect with Lockwood Clothing
55:11 - Final reflection: the question he wishes people asked him
57:12 - Why business ownership can be lonely, and the value of support groups
58:54 - Closing remarks
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Relevant Links For the Viewer and Citations
Website - https://www.willpolston.com
Instagram - https://instagram.com/willpolston
Facebook - https://www.facebook.com/willpolstonmih
LinkedIn - https://www.linkedin.com/in/willpolston/
Twitter / X - https://x.com/willpolston
TikTok - https://www.tiktok.com/@willpolston
Check out Lockwood Clothing: https://www.lockwoodsmocks.com
Connect with Lockwood Clothing on Instagram: @lockwoodclothing
About Me: I am dedicated to helping individuals and businesses unlock their true potential through expert coaching and training programs. I'm passionate about empowering others to achieve their dreams and live a life they love. Subscribe for more insights and tips on personal development, productivity, and achieving your goals. Let's embark on this journey together!

Originally aired: April 2025
Episode Number: 231
Business failures can teach you some of the most valuable lessons in entrepreneurship, forcing you to reflect, adapt, and rethink your approach.
In this episode highlight of North Star Conversations with Will Polston, entrepreneur, investor, bestselling author, and keynote speaker James Ashford shares how his first business failure taught him the importance of financial discipline, strong systems, mentorship, and building a company that isn't dependent on you. Discover how learning from setbacks, investing in personal development, and simplifying complex ideas can help you turn difficult experiences into the foundation for your next chapter.
Listen to the full episode here: 
https://kite.link/jamesashford

Originally aired: April 2025
Episode Number: 229
The toughest moments in life can force you to question everything and create a completely new path. What matters is how you choose to respond and what you build from the experience.
In this episode highlight of North Star Conversations with Will Polston, entrepreneur and professional photographer Carmel Jane shares how overcoming major personal challenges forced her to rethink her business, embrace support, and build something that could grow beyond her own time and effort. Discover how resilience, surrounding yourself with the right people, and learning to delegate can transform a self-employed career into a scalable business built for long-term growth.
Listen to the full episode here: 
https://kite.link/carmeljane

Episode Notes
In this episode, I welcome back Matt Essam, a business strategist who works with award-winning creative studios, for his second appearance on the show. We talk about the last 16 months since his first episode - including the moment he realized he'd built a product chasing what the market wanted rather than what actually energized him, the "energy of obligation" that told him something had to change, and the sabbatical that followed. Matt shares what he's learned about courage versus confidence, why he believes business is the ultimate spiritual endeavor, and the radical (and surprisingly effective) advice he gives stressed-out clients: take a holiday.
Don't miss the opportunity to take the first step towards a more fulfilling life. Book your complimentary clarity call today and discover how Will Polston can help you achieve the success you deserve. 💡 https://willpolston.com/book-a-call/
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Video Chapters
00:00 - Introduction: welcome back
00:22 - Where they've recorded across the world
01:16 - What's changed in the last 16 months
01:43 - The tension between coaching energy and market demand
02:40 - The "energy of obligation" and realizing something had to change
03:19 - Zooming out and realizing it's bigger than a client issue
04:09 - Why he pursued the lead gen challenge despite knowing better
05:32 - Blue ocean vs. red ocean, and defining his "creative" niche
06:47 - Realizing the strategy didn't scale to a mass market
09:03 - The lesson: riches are in the niches
09:44 - What the experience did for his identity
11:10 - The mountain moment: sitting on a snowboard and feeling the incongruence
12:33 - A friend's sudden death and the Steve Jobs mirror question
14:09 - The two-doors analogy: letting go of the old identity
15:18 - Significant emotional events as a loss of identity
15:45 - Creating, not finding, your North Star
16:16 - Letting go of "good" to pursue "excellent"
17:28 - The difference between a sabbatical and procrastination
18:10 - Listening to the body before burnout hits
18:35 - Where the concept of "courage over confidence" was born
19:29 - Why confidence can't exist without courage
20:34 - Setting - or not setting - an end date for the sabbatical
21:15 - Designing his ideal next chapter: five clients, two days a week
22:32 - What he's done differently on sabbatical
23:13 - Rediscovering connection to people and nature
24:16 - The value of unstructured time and a "clear horizon"
24:54 - The default diary lesson from years ago
26:05 - Will's own story about a summer with no responsibilities
28:05 - Slowing down: the difference between rushing and strolling through London
28:44 - Planning in campaigns instead of multi-year plans
29:48 - Staying laser-focused on one goal at a time
31:06 - Setting goals in stone, methods in sand
32:18 - Defining his life mission: helping people live up to their potential
34:17 - How unlocking business potential unlocks life potential
34:47 - "You are the business" - why the person changes everything
35:52 - Why business tests every area of life
36:39 - What ultra-successful people actually want once they've "made it"
37:07 - Leaving things and people better than you found them
37:59 - Advice for people who can't afford to take a sabbatical
38:37 - The client who took a holiday during a crisis - and it worked
39:45 - Giving your best vs. giving your all
40:48 - Distinguishing intentional change from self-sabotage
41:39 - The gym experience that wrecked his nervous system
44:35 - Head, heart, and gut alignment
45:49 - The three things to start being more courageous
46:13 - Forward-projecting three, five, ten years ahead
47:14 - Realizing he didn't want the life of the people ahead of him
48:51 - Tim Ferriss's fear-setting exercise, explained
51:03 - Using micro actions to build courage: the talking-to-strangers experiment
52:31 - The "talk forever drill" for building conversational confidence
55:19 - Breaking fear down into the smallest possible next step
59:24 - How to connect with Matt
1:00:53 - Being the "bullshit man" of LinkedIn
1:01:02 - Final reflection: the question he wishes people asked him
1:01:55 - Closing remarks
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Relevant Links For the Viewer and Citations
Website - https://www.willpolston.com
Instagram - https://instagram.com/willpolston
Facebook - https://www.facebook.com/willpolstonmih
LinkedIn - https://www.linkedin.com/in/willpolston/
Twitter / X - https://x.com/willpolston
TikTok - https://www.tiktok.com/@willpolston
Connect with Matt on LinkedIn: search "Matt Essam" (please confirm exact spelling and handle)
About Me: I am dedicated to helping individuals and businesses unlock their true potential through expert coaching and training programs. I'm passionate about empowering others to achieve their dreams and live a life they love. Subscribe for more insights and tips on personal development, productivity, and achieving your goals. Let's embark on this journey together!

Originally aired: March 2025
Episode Number: 228
Boxing can build far more than physical strength. It can teach discipline, confidence, respect, and the character to face challenges head-on.
In this episode highlight of North Star Conversations with Will Polston, former professional boxer, boxing coach, and founder of the Box2Burn gym Billy Long shares how boxing became a powerful vehicle for personal growth, family values, and community impact. Discover how one passion evolved into a mission to help young people develop confidence and discipline, while creating an environment where camaraderie, resilience, and self-respect can shape lives both inside and outside the ring.
Listen to the full episode here: 
https://kite.link/billylong