Meet Georgia, Founder of Lead Brave

How I got to here

Coaching conversations in the mountains

I help ambitious female founders break the rules keeping their business stuck.

I have never been great at doing things the way I was told.

Not in a chaotic, burn it down way. In a quiet, deliberate, decide for myself way. I only follow rules I have genuinely thought about and agreed with. The rest I treat as optional.

That instinct has taken me through more industries than most people think is sensible. Architecture. M&A at Deloitte. Trade floors. Years placing the right hand support alongside some of the most demanding high performers in the world, De Beers, LVMH, Swarovski, senior financiers in the city. Ski instructor. Two businesses, built from the Alps, one of them, Glued, still running a team of its own.

None of it was planned. All of it taught me the same thing: the founders who build something they actually love are almost never the ones who followed the rulebook.

A business, a team, friends, the mountains. None of it happens by accident, it happens because I make the brave decisions that let it all fit.

With Annalli, my co-founder at Glued.

Visit Glued

Ski coaching in winter and spending as much time as possilbe on the mountain.

Family, friends and adventures is a huge part of what I am making time for.

What I actually do with my clients

I help female founders work out which rules are keeping their business stuck, and build something that works on their own terms instead.

That means looking honestly at the structure underneath the business. Where the load is being carried wrong. What is costing more than it should. Which clients, offers, and ways of working made sense once but do not anymore. And, more than anything right now, how to build the right team around you so the whole thing stops relying entirely on your energy to survive.

I am not a generalist. I do not believe there is one framework that works for everyone and I have never pretended otherwise. What I have is years of seeing what actually gets in the way, the real stuff underneath the surface stuff, and helping founders build something that finally works for them.

Building teams and hiring brilliant people

This is where my background gets specific.

I spent years placing the right hand support for some of the most demanding, brilliant, particular people in the world. Not matching CVs to job specs. Understanding the person: how they work, what they need alongside them, what would quietly drive them mad. Finding the exact fit.

That's not just where I've been, it's where I still am. I run Glued alongside this, a remote EA agency I built with my co-founder Annalli, placing assistants with senior execs and founders on subscription. I'm not coaching you on team-building from the sidelines, I'm building and running a team of my own at the same time.

Most founders who come to me have either tried to hire and got it wrong, or know they need to build a team and have no idea where to start. Both make complete sense. Hiring is personal. Getting it wrong is expensive in ways that go beyond money. And most of the advice out there was written for a corporate context that has nothing to do with how a founder-led business actually works.

That gap is where I live.

Learning to break the rules

Lead Brave is built on one idea: that most of the rules founders are running their businesses by were never really theirs to follow.

They were absorbed from programmes, peers, business models that looked like they were working from the outside. Some of them are brilliant. Some of them are costing everything. The work is working out which is which, and having the confidence to build differently once you know.

I do this work in boardrooms, on coaching calls, and occasionally on a ski slope in the Alps. Because one of the rules I broke a long time ago is that the best thinking only happens at a desk. It does not. Sometimes the clarity you have been chasing for months arrives on a chairlift at 2000 metres.

That is not a gimmick. That is just what I have found to be true.

I'm not saying any of this because I've got more hours in the day than you. I'm coaching, running Glued, and ski instructing through the winter, at the same time, and the only way that works is by making the same brave decisions I'm asking you to make. What to say no to. What to hand over. What "should" isn't actually a rule at all. I don't have this figured out because life is easy for me, I have it figured out because I've been ruthless about which rules I keep.

Where to go from here.

If you've already got a team and you're still the one everything comes through, Uncapped is where that gets fixed.

If you're building this alone right now and ready to redesign your business around your actual life, start with New Rules. Eight weeks, one to one, built entirely around you.

If you don't have a team yet and want help building one properly from scratch, that's something I do on a one to one basis, get in touch and we'll talk about it.

Not sure which is right? Book a free call. We will work it out together.