The down-and-dirty about Main Build Mentoring

Just to recap, here's how it works

To get the right clients, sell to them at the right fees, and so free up your time and make more money, you have to have all elements of The Nirvana Triangle working together and optimised for maximum effectiveness and efficiency.

Here's what it looks like:

The Nirvana Triangle

The Nirvana Triangle

The Programme

Main Build Mentoring comprises a scheduled curriculum where we work methodically on the three areas summarised in the Accelerator Model below.

That in turn creates you a system for ensuring the Nirvana Triangle is alive and kicking in your business.

You should have seen this before, so I think it won't hold any surprises or mystery for you.

The Accelerator Model

Essentially, it gives you a complete marketing-, sales-, and business-system with your positioning and pricing optimised for growing, scaling, and profit. 

You’ll be attracting top quality clients, selling to them at premium fees, and much of the heavy lifting will be taken care of by your systems, so you’ll have more time and money.

Now, this is the point where you probably expect me to go into endless detail about every aspect of the mentoring programme and try to overwhelm your critical-thinking with the sheer quantity of "stuff" you get.


Ain't gonna happen.

Here's why:

  1. It'd take me too long. Seriously. You're looking at almost 18 years' experience in the field. I can't distill all that into a web page. Besides, this isn't my CV and I'm not looking for a job.
  2. You're not qualified to evaluate its efficacy. Look, if you knew how to do all this stuff, you'd be doing it. You don't, and you're not. Quite simply, you don't have the experience to look at how we do things and make a judgement.

    Our shit works, and that's all you need to know. The only judgement you can make about the programme is by evaluating the results you get. And you won't get those until you've been with us for a while. 
  3. It's a mentoring programme, and not a self-study course. In other words, we guide you through the process rather than leave you to your own devices. Not everything is going to be relevant to you and your experience with the material and the mentoring will be bespoke and unique to you.

Here's how we do it

Because we want you to succeed you get ongoing, hands-on, and personal support from me and the team at all levels to get the strategies, tactics, and knowledge we share with you plugged into your business.

  1. Online community platform where you can rub shoulders with the other guys and gals in the group. This is where you can ask questions, and chew over problems with me, Connor, the others experts, and the other Members.
  2. Morning “Ops Call” with me and Connor over Zoom every weekday. It gives you massive accountability to keep you on track and give you a powerful and supporting forum to share your plans, wins, and challenges.
  3. Weekly trainings on various aspects of the nine accelerators. Shown in pink above. I won't go into detail for the reasons I've already given.
  4. Structured quarterly meetings where you’ll get the latest insights and developments from me, the team, and other industry experts. These are a combination of "learning" and "doing" — it's NOT a matter of sitting in a room listening to me and Connor pontificate for two days.
  5. Expert team-members on tap for unlimited one-on-ones over Zoom... with the three provisos you must have a specific question or challenge, have at least three ideas for solving it, and have tried at least one if possible).
  6. You get free access to essentially everything I've ever written, said, or had videoed over the last fuck-knows how many years... events, newsletters, books, trainings, products, etc. It's all excellent and essential background info., and covers every aspect of the work we do in exquisite detail... dozens of hours of audio and video, and hundreds of thousands of words of Evil Bald Goodness covering every topic in the field you can imagine (and some undoubtedly couldn't).

Let me be candid...

 Elite and Main Build Mentoring are both exclusive groups and we are very particular about whom we allow to join us.

Yes, I know... every business coach and mentor under the sun probably makes the same claim and you've probably heard it all before... 

... yawn.

The difference is we mean it.

It's a matter of record we've turned people away frequently and often, and more than once I've withdrawn my invitation right at the "shit or bust" moment on a call.

We are that serious about maintaining the integrity of the group, and for three reasons:

  1. We work closely with you and spend a lot of time and energy working on your business. I don't want to be spending time in a meeting, on Zoom, or in the bar with someone I don't like, don't trust, or who doesn't do the work they're supposed to do and trots out nothing but a tired old line of excuses.
  2. The group as a whole is close-knit. There are no cliques, back-biting, or hidden agendas. What happens in the group stays in the group. Members often share shit with us they won't even share with their spouses. We don't want anyone who won't fit into that kind of environment.
  3. While it's fun and friendly, it's NOT a democracy. Connor and I run the show. We know what we're talking about and what we're doing and that's why our Members get exceptional results. We need to be sure YOU are going to do fucking work so you get the fucking results.

You also need to be able to cope with me, too. I'm autistic — Asperger's syndrome — with co-morbid alexithymia.

In truth, we could get more Members and grow far faster than we are doing if we wanted to, but we refuse to do that at the expense of the quality of the Membership. 

Members stay often for years

And they stay for a reason.

All that said, and as intimidating as it may seem, if you do qualify to for a place and your Application is successful, you know you've earned your place.

Before you make your mind up...

Don't take my word for any of this: ask my members

These are a few people I encourage you to hit up on LinkedIn and ask anything you like about me, the work we do, and the results they're getting.

It's all confidential and they'll not be telling tales about you to me.

You should definitely speak to Vicki and Kevin Whitehouse, our Foremen.

I strongly urge you to do this before applying to join us. They'll be able to answer all your questions far more objectively than I can.

Still with me?


Next Steps...

  1. Read the rest of this page so you know exactly what you're getting into. If you have questions, then now's the time to ask them. You can email me here:
  2. Answer the questions below in as much detail as you can. There are no right or wrong answers, only the truth (and everything's kept strictly confidential between you, me, and Connor).
  3. Once we get your Application we'll review it to see if we think you're a good fit for the group. And if you are we'll invite you to pick a time for a short, 15-minute interview over Zoom, just so we can make sure we're going to get on. You'll get a chance to ask me and Connor if you're unsure about anything.
  4. If that all works out... we'll get you set up at the end of the call so you can join us the next morning for the Ops Call and hit the ground running.

Your Membership

Mentoring Main Build is a twelve-month commitment.

However, for your first three months you will be an Apprentice Member. After you've completed your probationary period we'll arrange a chat over Zoom to review your progress before jointly deciding if it's appropriate for you to move into one of the Main Build Gangs

It's possible you'll want to leave, just as it's possible we'll want you to leave, but this is unlikely and hasn't happened yet.

We're in this for the long haul and the vast majority of my Members stay with me for years, so it's a safe bet we'll be pulling out the stops to ensure your probationary period is as good as we can possibly make it.

But you have a responsibility, too. While the work involved won't necessarily take much of your time, it's not always easy, and we do expect you to make at least three of the four quarterly meetings each year, attend the Ops Calls three or more times a week, and participate in the online discussions.

And how quickly will you begin to see results?

Impossible to say without knowing more about your business, but most Members start to see definite improvements in their lives and businesses within a few weeks (we can give you a better idea in your Interview).


  • The fees for Main Build Mentoring are £6,000 + VAT for the first three month Foundations period, and they're taken care of by Direct Debit with GoCardless in three instalments of £2,000 + VAT. Sorry, but we don't take credit cards, BACS, or wire transfers (except for non-UK and non-EU Members).
  • After your initial three-month probationary period, if you've made the grade and we invite you to remain, the fees drop to £1,500 + VAT each month for the remaining nine months of your Membership.
  • After your first year, you'll have the option to continue as a member at the same rate of £1,500 + VAT a month (your rate will never increase while you're a Member in Good Standing).

Before you Apply

Filling out this Application you're asking to join us in Main Build Mentoring.

If you have additional questions, you can email me here: and ask — but, please, no tyre kickers. I'm not interested in your opinions or excuses for not applying. We're way past that point.

And, PLEASE do not waste my time or yours by Applying for a place and then get cold feet and fail to follow through.

See, Mentoring: Main Build is for determined, mentorable, and committed business owners only.

I am by necessity and nature a simple fellow at heart and my autism means unless you're telling me something obviously impossible or unlikely, I'll take what you say at face value.

And few things irritate me more than people displaying a lack of integrity and going back on their word.

So if you're not sure, don't apply.

P.S. What you've done to get you to this point won't get you to where you want to be. If it was going to do that, you'd be seeing more than just incremental changes in your fortunes.

Fact is, your results come from your actions, your actions from from your beliefs, and your beliefs come from your thinking.

If you want to change your life and business for the better, then you have to change your actions ‚ and that means changing what you believe and how you think about your business.

Mentoring is hard work, mentally challenging, and often uncomfortable.

But that's the nature of change.

You with us?

You KNOW what to do.