Earlier this week, the Royal Opera House became a powerhouse of British ambition. More than 400 alumni, 37 speakers, and some of the most influential leaders in business, investment, aviation, retail, media, sport and entrepreneurship gathered for Goldman Sachs 10,000 Small Businesses UK: How Britain Can Win.
It was a day defined by resilience, innovation, adaptability, and a refreshing challenge to the classic British modesty that so often downplays success. Below is my perspective on the themes, lessons and standout moments from an agenda packed with world‑class insight.
A Morning of Momentum: Strategy, Scale & Founder Energy
Communicate What “Good” Looks Like — Coca-Cola
James Quincey opened with a masterclass in multi‑market strategy. His reflections on Coca-Cola’s first decade — marked by misalignment between culture and strategy — were a reminder that clarity beats complexity.
His advice was sharp:
- Share the culture, don’t assume people “get it”.
- Organisations move in waves — winning is about making the right decision at the right time.
- Base your brand on human needs and evolve it for each generation.
- And a leadership gem: don’t be late to meetings if you expect punctuality from your team.
Founder-Led Disruption — Brent Hoberman & Greg Jackson
Brent Hoberman (Founders Forum Group) and Greg Jackson (Octopus Energy) delivered a session that every founder needed to hear.
Hoberman emphasised storytelling, credibility and pace — “be a little more American” in how you communicate ambition. Jackson challenged traditional organisational design: Octopus Energy has no HR department. Instead, teams own responsibility, freedom and decision-making. His mantra: don’t dwell on failures — learn and move forward.
Both founders reinforced a core truth: don’t carry passengers. If someone isn’t right for the journey, don’t waste time.
Why Community Is Britain’s Secret Growth Engine — Sahar Hashemi
Sahar Hashemi (Coffee Republic) reminded the room that professionalism and process can suffocate entrepreneurial spirit. Her message:
- Focus on what you have, not what you lack.
- Keep the founder mentality alive as you scale.
- Stay close to your customers — they’ll tell you what matters.
Britain’s Business Landscape: Optimism, Risk & Realism
Harry Stebbings: “Optimism Makes Money”
Harry Stebbings (20VC) delivered one of the most memorable sessions of the day — funny, sharp, and unapologetically optimistic.
Key takeaways:
- Britain needs a culture that says Yes.
- In an AI-driven world, founders must become exceptional storytellers.
- Talent, customers and funding all respond to narrative.
His tax comment landed well: “I don’t mind paying tax. I mind it being misspent.”
Tesco & British Airways: Leadership Under Pressure
Ken Murphy (Tesco) and Sean Doyle (British Airways) both stepped into CEO roles in October 2020 — arguably one of the toughest moments in modern business.
Tesco shielded 35,000 colleagues and hired 43,000 people in six weeks. Their philosophy: Look after your colleagues, and they’ll look after your customers.
Their shared message: Britain wins through authenticity, innovation and stability.
Rory Sutherland: Do What Big Businesses Can’t
Rory Sutherland (Ogilvy) challenged the room to embrace the irrational:
- Use data to win arguments, not to drive innovation.
- Every organisational layer becomes more risk‑averse — fight that.
- Aim for 80% logic, 20% risk.
- Is our realism stopping us from the next big success?
Leadership, Culture & Craft: Afternoon Highlights
Decisive Leadership — Aviva
Dame Amanda Blanc’s session was a masterclass in turnaround leadership. When she took over Aviva in 2020, the business was struggling. Her approach:
- Stabilise the financials.
- Focus on what you’re selling.
- Surround yourself with the best people.
- Stop producing endless PowerPoints — go and do the work.
Her definition of leadership: get things done.
British Brands on the Global Stage — Brompton & Dr Martens
Will Butler-Adams (Brompton) and Ije Nwokorie (Dr Martens) showcased the power of craft, quality and belief.
Butler-Adams: Make something phenomenal and trust word of mouth.
Nwokorie: A brand must be born from the truth of what it delivers.
Storytelling, Talent & The Psychology of Winning
The PITCH Framework — Tara Keeney (Look Who I Found)
A standout session from Tara who gave us a gem to takeaway:
- Purpose
- Identity
- Tangible
- Credibility
- How do I make it easy for them?
Her interview question idea was brilliant: “Tell me something about our company that I don’t know.”
Amy Hunt: Fiercely competitive
Amy Hunt (Team GB Athlete) closed the day with reflections on resilience, role models and focus — qualities that underpin every success story. Hunt proves that you can be fiercely competitive, wildly ambitious, and unapologetically yourself all at once.
Final Thoughts: What Britain Needs to Win
Across all 37 speakers, three themes echoed again and again:
1. Resilience
The ability to adapt, recover and keep moving — whether you’re Tesco hiring 43,000 people in six weeks or a founder navigating AI disruption.
2. Innovation
Not just technology, but mindset. Risk-taking. Storytelling. Craft. Culture. Community.
3. Ambition
Britain’s modesty is charming, but it can hold us back. The future belongs to those who communicate boldly, act decisively and scale fearlessly.
For Marshall Wolfe, the event reinforced what we see every day: Ambitious founders and leaders are the engine of Britain’s future — and talent is the fuel that makes it possible.
