Three Founders Walk Into A...

Stop Performing, Start Selling Your Way | Lisa Yelland

Fri, 22 May 2026 13:00:00 +0100

Sales has a reputation problem. For women founders especially, it can feel icky, performative, or just plain wrong.

This week we're joined by Lisa Yelland - sales consultant, trainer, and someone who's personally closed over £1.7 million in high-ticket sales calls in just 4 years. Three decades in sales. Top salesperson in Europe in her corporate role at Stryker. Now on a mission to redefine what selling actually means.

We walked into a castle (great hall, roaring fire, big table) and got into it - why performance in sales creates an invisible barrier, what 'clean energy' looks like on a sales call, why the goal is the decision (not the sale), and how to create the kind of safety on a call where someone can comfortably say no.

If you're a founder who hates the sales bit - or anyone who has to invite someone into a yes - this conversation will change how you show up.

CHAPTERS
0:00 Three founders walk into...
1:30 Helen introduces Lisa
3:30 Where are we? A castle
6:00 Castles, history, and legacy
9:00 What history teaches us about sales
12:00 The skincare story (and why we love being sold to)
18:00 Clean energy in sales
25:00 The goal is the decision, not the sale
30:00 The story we tell ourselves about salespeople
37:00 Could you sell me anything?
42:00 Lisa's ideal client
45:00 The C-word reveal

CONNECT WITH LISA
Lisa's free 7-Day Sales Activator: https://www.lisayellandcoaching.com/content-vs-sales-conversations/
LinkedIn: https://www.linkedin.com/in/lisa-yelland-coaching/

YOUR HOSTS
Helen Wingrove-Sanders | hfbac.com
Emma Campbell | The C Point | thecpoint.co.uk

ABOUT THE SHOW
Three Founders Walk Into A... is a weekly podcast where two hosts invite a founder the other has never met. The guest decides where we're walking into. We've been to Venice Beach, a Southend pier, up a mountain, around a campfire, in a sauna - and now a castle.

If you want to hear more, please do like, comment, and share with all of your founder friends.

#ThreeFoundersWalkIntoA #LisaYelland #SalesForFounders #WomenInBusiness

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Stop Hiding, Start Selling: Founder Who Built Six Figures From £76 | Three Founders Walk Into A...

Thu, 21 May 2026 14:00:00 +0100

She had £76 left after paycheck when she decided to start a business.

Six months later? Six figures.

Krystal Blackwell of Krystal Designs sits down with Helen Wingrove-Sanders and Emma Campbell to reveal the cold email strategy, personal brand system, and consistency habits that made it happen - without a big budget, a big network, or any idea what she was doing with her accounts.

IN THIS EPISODE:

- The cold email sequence Helen (who hates cold email) called the best she'd ever seen
- Why most founders confuse their personal brand with their company brand - and why
it's killing their visibility
- The LinkedIn strategy Krystal uses: personal page for storytelling, company page
for services
- How to build a funnel that turns your personal brand into predictable enquiries
- The 'win or learn' philosophy - and why it's the only mindset that keeps you moving
- Why she tracks UTM parameters to find out which platforms actually drive business
- Her 'record, show up, post' rule for overcoming camera fear

This one is for every founder who's been hiding. It's time to start selling.

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KRYSTAL'S C-WORD THIS EPISODE: 🔤 Watch to find out...

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FIND KRYSTAL:
🌐 Krystal Designs: https://krystaldesigns.co.uk/

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FIND US:
🎙️ Three Founders Walk Into A... on Spotify, Apple Podcasts, and everywhere you listen

🌐 Emma Campbell's The Coaching Point: https://thecpoint.co.uk
📩 LinkedIn: https://www.linkedin.com/in/emmalouc/

📩 Helen's weekly hiring newsletter: hfbac.kit.com/newsletter-sign-up
📖 Hire Ready (Helen's book): hfbac.kit.com/products/hire-ready-bundle
🌐 HFBAC: https://hfbac.com

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TIMESTAMPS:
0:00 - Intro and host preamble
02:50 - EnquiryOS - turning your brand into a predictable enquiry engine
03:30 - Krystal arrives - the Boracay beach fantasy opener
08:30 - "I had £76 left after paycheck"
10:00 - The accidental business owner story
16:01 - Record, show up, post - overcoming camera fear
18:21 - The Dan Kennedy mastermind invite (and why she was baffled)
33:29 - Personal brand vs company brand - the mistake most founders make
38:00 - LinkedIn strategy for solo founders
51:26 - The C-word reveal
53:07 - UTM tracking - knowing what actually works
54:49 - Win or learn - the only mindset that matters

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#FounderStory #ColdEmail #PersonalBrand #SixFigures #Entrepreneur #EnquiryOS
#ThreeFoundersWalkIntoA #ChemistryFirst #StartupLife #SmallBusiness #LinkedInTips
#BusinessGrowth #Bootstrapped #WomenInBusiness #ConsistencyIsKey

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

A Shia LaBeouf Video Made Him Quit His Job | Three Founders Walk Into A... with Calum Jones He Doesn't Think He's An Entrepreneur. He Built A £1.2M Business. | Calum Jones

Fri, 01 May 2026 13:00:00 +0100

Three founders walk into the Blues Kitchen in Shoreditch. Louisiana tile, live blues every night, the kind of place where the atmosphere does half the work for you.

This week, Emma Campbell brings the guest, and she brings someone Helen has never met: Calum, founder of Escape Rooms Cardiff and front man of 60s soul band Bayside Boogie Men. Eleven years ago he watched a Shia LaBeouf video, quit his mortgage broker job, and opened his first escape room in five weeks.

He didn't think he fit the brief for a founder podcast. He's done £1.2 million in the last 12 months.

In this episode:
• Why Calum doesn't see himself as an entrepreneur (and what he calls himself instead)
• The Shia LaBeouf 'Just Do It' video that changed everything
• Going from £150K projected revenue to £1.2M actual
• Surviving COVID as a bricks-and-mortar leisure business and the boom that followed
• Why the corporate clients are the worst customers and the date-night grandparents are the best
• Stepping back from day-to-day so the team can grow
• The £300K new venture that's been a year coming

Calum's C-Word is CREATE. He wants to leave a mark on Cardiff that lasts longer than he does.

Guest links:
Escape Rooms Cardiff: https://www.escaperoomscardiff.co.uk
Bayside Boogiemen: https://baysideboogiemen.com/

Three Founders Walk Into A... is hosted by Emma Campbell and Helen Wingrove-Sanders.
New episodes drop every Friday at 1pm. Subscribe so you never miss one.

Emma Campbell: https://www.thecpoint.co.uk/
Helen Wingrove-Sanders: https://hfbac.com/

#Founders #FounderStory #UKFounders #SmallBusinessUK #Entrepreneurship #ThreeFoundersWalkIntoA #PodcastUK #FounderPodcast

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Motivation Gets You Started. Conviction Keeps You Alive. | Jason Nichols

Fri, 24 Apr 2026 13:00:00 +0100

We're in the Boston Tea Party on Gloucester Road in Bristol. Laptops open, kids screaming, freelancers with headphones in. This is where it all started for Jason Nichols.

Jason is an exited founder, business coach, and the calmest person in any room full of entrepreneurs. He built New King's Coffee from a single observation on an easyJet flight and ran it for nearly a decade before selling.

In this episode, Jason opens up about what it really took to leave corporate life, why he spent a full year building a brand nobody had validated, and the moment a career coach spotted something in his eyes that he couldn't see himself. He shares four pillars every founder needs - Context, Clarity, Capability, and Conviction - and explains why motivation is not enough to survive the hard years.

Topics we covered with Jason include:

- The book that gave him permission to leave corporate life
- Why he launched a coffee brand knowing nothing about coffee or business
- The year of "drifting" that led to his 52-week planning breakthrough
- What coaching 200 entrepreneurs taught him about why businesses fail
- Why ideas people are about to have their moment (thanks to AI)
- The difference between motivation and conviction - and why it matters

His C-Word: CONVICTION.
Jason Nichols: https://www.linkedin.com/in/jasonnicholsnkc/
EC Local Bristol: https://eclocal.co.uk/BristolUK/free/
Three Founders Walk Into A... is hosted by Emma Campbell and Helen Wingrove-Sanders.
New episodes drop every week. Subscribe so you never miss one.
Emma Campbell: https://www.thecpoint.co.uk/
Helen Wingrove-Sanders: https://hfbac.com

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

What Happens When The High Performer Is Also The Carer? | Kirsten Hurley

Fri, 17 Apr 2026 13:00:00 +0100

Up on a hill in Greenwich Park, you can see all of London laid out below you - The Shard, Canary Wharf, the Thames - millions of people heading to work. For Kirsten Hurley, that view is a daily reminder of what is possible. And of how much the world loses when it fails to support its carers.

Kirsten Hurley is the founder of Better Leaders Consulting and a former MD who built a team of 30+ consultants across Europe, the Middle East, and Africa. She also happens to be a sibling carer for her two severely autistic twin brothers.

In this episode, Kirsten tells us what happens when the mental load of caring becomes unsustainable alongside a high-pressure leadership role - and what it takes to build something new on the other side of that.

In this episode we cover:

- Why 600 people leave employment every single day because of caring responsibilities
- The real difference between coaching, mentoring, and training - and why it matters which one you reach for
- Why "experiment" beats "transformation" every time you are trying to change
- What has quietly regressed in the world of DEI - and what the language we use at work reveals
- The living company handbook that let anyone in the business raise an issue
- What it really costs a business when the high performer is also carrying an invisible load at home

Kirsten's C-Word is CARING.
Find Kirsten on LinkedIn: https://www.linkedin.com/in/hurleykirsten/
Kirsten's company Better Leaders Consulting: https://www.linkedin.com/company/better-leaders-consulting
Carers UK: https://www.carersuk.org
Employers for Carers: https://www.employersforcarers.org

Three Founders Walk Into A... is hosted by Emma Campbell and Helen Wingrove-Sanders.
New episodes drop every week. Subscribe so you never miss one.
Emma Campbell: https://www.thecpoint.co.uk/
Helen Wingrove-Sanders: https://hfbac.com

Chapters:
00:00 - Welcome to Three Founders Walk Into A...
02:20 - Kirsten's Place: Greenwich Park In Spring
05:57 - From Salesperson To MD To Founder - Kirsten's Career Story
08:35 - Being A Carer Alongside A Leadership Role
09:18 - Building A Team Of 30 Across EMEA
14:22 - What She Has Learned About Replenishing Your Batteries
22:43 - Wankonomics Comedians about Company Values
29:33 - Her Clients - Women In Tech And Fintech Sales Teams
34:00 - Women In The Room - What Has Changed And What Hasn't
36:31 - The Language We Use In Job Descriptions (And Why It Matters)
41:12: - 600 People Leave Work Every Day Because Of Caring
- The C-Word: CARING

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

You're Already Standing On A Mountain. You Just Can't See It with Gerwyn Tumelty

Fri, 10 Apr 2026 15:00:00 +0100

This week, three founders walk into a wild camp at dusk.

Boots off. Cup of tea in hand. Looking back down the ridge we've climbed - and up at the summit still ahead.

Our guest this week is Gerwyn Tumelty - CEO of Coron Projects, ex-Royal Navy, chartered engineer, and a man who has genuinely climbed a few mountains to get here.

Gerwyn built Coron Projects from the ground up in 2022, after years of contracting, a serious health challenge, and a crisis point that forced him to finally ask the question his friend put to him early on:

"Why do you actually want to do this? Because if it's just to grow something - go to B&Q and buy a plant."

He talks about:
- Building a fractional project leadership team that now numbers nine people
- The moment health forced him to stop hiding and start asking for help
- His BBC Wales feature on trigeminal neuralgia and men's mental health
- Writing a chapter for the newly launched book "Untold and Retold" on World Book Day 2026
- His two services - Ascent (contract and consultancy) and Basecamp (training and coaching for engineering SMEs)
- Why connection isn't just a nice word - it's the thing that keeps your battery charged

His C-Word? CONNECTION.
And it lands.

Coron Projects: https://www.coronprojects.co.uk
Gerwyn on LinkedIn: https://www.linkedin.com/in/gerwyn-tumelty/
Buy the Untold and Retold book here: https://www.amazon.co.uk/Untold-Retold-Unblocking-stories-Stories/dp/1919480307

Three Founders Walk Into A... is hosted by Emma Campbell and Helen Wingrove-Sanders

New episodes drop every week.

Subscribe so you never miss one.

Emma Campbell: https://www.thecpoint.co.uk/
Helen Wingrove-Sanders: https://hfbac.com

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Three Founders Walk Into A... with Adam Brooks | Sales Academy | The Art of Working Less

Fri, 03 Apr 2026 13:00:00 +0100

Three founders walk into a... sauna.

No - really. An actual sauna. On a cliff edge overlooking Oxwich Bay on the Gower Peninsula, South Wales.

That's where Adam Brooks took us for Episode 4 of Three Founders Walk Into A... and it might be the most honest, funny, and genuinely useful conversation we've had yet.

Adam is the founder of Sales Academy - a business community built for founders who want to do epic things, built around epic people. He also runs a digital marketing project management agency and co-runs TrueConnectors, a no-pitch networking community in South Wales.

He turned 50 last year, works three days a week, and is fully in love with his life, his work, his partner, and his kids.

Ten years ago, none of that was true.

In this episode, Adam takes us from a health crisis at 40 that he thought might be the end, to a life and business so deliberately designed that he doesn't even need to check his diary the night before a coaching day. He talks about the internal voice that was kinder to strangers than it ever was to himself, the moment he realised he was wearing 'workaholic' as a badge of honour while quietly killing himself, and why "that was good enough today" might be the most powerful phrase a founder can learn.

He also gives us the most practical and genuinely simple framework for designing your ideal week that we've heard on this show. A landscape A4 sheet. Morning, afternoon, evening. Monday to Sunday. That's it. That's where it starts.

Adam's C-Word: CURIOSITY
"Look at Socrates. Look at Einstein. Look at Leonardo da Vinci. They were just curious. They asked questions. They stayed open minded, open hearted. Be the five year old kid pulling on mum's dress going, yeah but why? And do it till they beg you to stop - then do it more."

ABOUT ADAM BROOKS
Adam Brooks is the founder of Sales Academy, a business community for founders who want to do epic things alongside epic people. He also runs a digital marketing project management agency and co-founded TrueConnect, a monthly networking community in South Wales built around real conversations, good food, and zero sixty-second pitches.

He coaches founders on Sales Academy and works with businesses across Wales and the UK. He's based in the South Wales M4 corridor and can usually be found in a sauna, on a mountain, or picking up his ginger-haired son from school.

🔗 Adam Brooks / Sales Academy: https://www.linkedin.com/in/itsadambrooks/

ABOUT THREE FOUNDERS WALK INTO A...
Three founders. Two hosts. One guest. None of us know where we're going.
Every week, one of us invites a founder the other has never met - and that guest doesn't just join the conversation. They choose where we've walked into. Could be a coffee shop in Rome, a treehouse in Costa Rica, or an actual sauna on a cliff in South Wales.

We have three questions. The rest is just whatever happens when three founders sit down and get honest.

Hosted by Emma Campbell (The Coaching Point). and Helen Wingrove-Sanders (HFBAC - Hiring For and Building Awesome Companies)

FIND US:
🎙 Subscribe to Three Founders Walk Into A... on YouTube: https://www.youtube.com/@ThreeFoundersWalkIntoAPodcast
🔗 Listen on Spotify and Apple Podcasts - search "Three Founders Walk Into A..."
🔗 Emma Campbell / The Coaching Point: https://www.linkedin.com/in/emmalouc/
🔗 Helen Wingrove-Sanders on LinkedIn: https://www.linkedin.com/in/helenwingrovesanders/

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Three Founders Walk Into A... with Jess Knights

Wed, 01 Apr 2026 12:00:00 +0100

This week, Emma Campbell and Helen Wingrove-Sanders welcome Jess Knights - illustrator, workshop facilitator, and founder of a thriving freelance creative business in Bristol.

Jess takes us to Southend Seafront on a typically overcast Essex day - seaweed, mud, the faint thrill of borrowed ID and the King Blues at Chinneries. From there, the conversation travels through Camberwell College of Art, a marketing career she never planned, a pandemic pivot, and a diagnosis that changed everything.

No one in her family was creative. Nobody modelled that path. She built it anyway.

This is an episode about what happens when you stop explaining your no, stop outsourcing your belief to other people, and commit - properly, quietly, stubbornly - to yourself.

WHAT WE COVER IN THIS EPISODE:

- How Jess got into Camberwell College of Art with what she called a 'humble portfolio' - and what she said in the interview that she thinks sealed it
- Why she took a marketing job after art school, and how that turned out to be the best thing she ever did
- The pandemic, a redundancy, and the decision to go fully freelance as an illustrator
- Working with Forestry England, National Trails, Coeliac UK, the NHS and the Department of Health
- Running PIP - the Illustrators Meetup for Bristol - and how she went from member to organiser
- Her ADHD diagnosis and what it taught her about burnout, boundaries, and saying no
- Why she believes creativity is the canary in the coal mine - it goes quiet first when you're running on empty
- Her seasonal ingredients calendars, foraging illustrations, and why personal projects are not a nice-to-have
- Her dream client - and the all-encompassing museum or heritage project she has been quietly building towards
- Her C-word: Commitment - and why she chose it over creativity, community, and every other obvious option

JESS KNIGHTS
https://www.jessknights.co.uk/
https://www.instagram.com/jessknights_creative/
https://www.linkedin.com/in/jess-knights-creative-bristol/

ABOUT THREE FOUNDERS WALK INTO A...
Hosted by Emma Campbell (The Coaching Point) and Helen Wingrove-Sanders (HFBAC - Hiring For and Building Awesome Companies).
Each week, one of us invites a founder onto the show - and the other one knows absolutely nothing about them. The guest tells us where we've walked into. That's the three founders, and that's the show.
New episodes every Friday.
Subscribe so you don't miss an episode.

EMMA CAMPBELL
Founder of The Coaching Point.
Website: TheCPoint.co.uk

HELEN WINGROVE-SANDERS
Hiring For and Building Awesome Companies. Helping bootstrapped, founder-led companies hire the right people using Chemistry First methodology.
The Hiring Clinic (Cohort: June 2026): https://hfbac.com/hiring-clinic/
Newsletter for Founders: https://hfbac.kit.com/newsletter-sign-up

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Three Founders Walk Into A... with Balve Bains

Fri, 20 Mar 2026 13:00:00 +0000

This week, Balve Baines, presenter, moderator, and founder of Purple Square AI, takes us somewhere that doesn't exist. Not yet, anyway.

Imagine landing after a long haul flight and stepping into a hotel lobby with a prohibition bar, crackling fireplace, and a woman in the most comfortable chair you've ever seen. Painted in vivid detail and delivered like he's already been there.

Balve has built three businesses. The first dissolved when life got in the way.

The second got him sued.

The third, Purple Square, was born in a pub at Christmas 2024 when a friend in hospitality said something so colourfully honest about repetitive guest questions that he couldn't stop thinking about it.

In this episode Balve talks about the moment a BBC station manager gave him a shot because he'd done his homework.
About the best ideas being born in pubs. About why he nearly burned out working 17 or 18 hour days alone, in a bubble, not noticing until the dots connected. About AI in hospitality, what it can and can't replace, and why trust takes years to build and seconds to break.

Balve's C word? Coastal. After a very long deliberation and the entire dictionary. It tells you everything.

🎙️ Hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The C Point)
🔗 Find Balve: purplesquareai.com
🔗 Find Helen: hfbac.com
🔗 Find Emma: thecpoint.co.uk

#founders #entrepreneurship #startup #founderstory #podcast #bootstrapped #hospitality #AI

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Three Founders Walk Into A... with Rachael Naylor

Fri, 13 Mar 2026 13:00:00 +0000

This week, Rachael Naylor - award-winning entrepreneur, voice actor, and CEO of Elements Demos - takes us to The Whalers bar in Venice Beach, Los Angeles. Post-surf margaritas, a stunning sunset, and one of the most honest founder conversations we've had.

Rachel built the Voice Over Network over ten years into a globally recognised business - then closed it in 2025. Not because it failed. Because it was working, and it was quietly breaking her.

In this episode, Rachel talks about the moment on Venice Beach in 2020 when she felt something bad was coming. About building a business that nearly killed her. About losing the vision in her left eye on Friday the 13th, 2018 - the day her MS made her stop for the first time.

About the difference between turnover and profit, between doing more and doing better.

And about the courage it took to walk away from her baby and start again with a simpler model, less stress, and more money.

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.