“I’ll share two bits of advice that have been instrumental to me, both coming from different places but equally impactful…” – Liam Sanders

Founder@ Interview

With Liam Sanders

“I’ll share two bits of advice that have been instrumental to me, both coming from different places but equally impactful. The first is from my uncle, who was a serial entrepreneur and incredibly successful. He always told me, “You’ll never work as hard for someone else as you will for yourself.” This couldn’t be truer. When you’re building something of your own, the drive, passion, and effort you put in are unmatched. There’s a unique sense of ownership and purpose that fuels you in a way no job for someone else ever could…” – Liam Sanders

Today we feature Liam Sanders, the founder at Swiftree. We hear their story in their own words, their successes, their challenges and their insights.

Let’s start by getting to know you. Can you please tell us a little bit about you and what you do?

I’m a passionate leader and fractional executive with a deep love for all things sales, strategy, and business growth. Over the years, I’ve had the opportunity to work in various environments, from nimble start-ups to large, multi-million-dollar organizations, where I’ve honed my expertise in sales consulting, strategic planning, new business development, and crafting go-to-market strategies.

I thrive on creating and executing strategies that drive revenue growth, even in the most competitive markets, and I love nothing more than helping businesses unlock their full potential. Before launching Swiftree in 2022, I spent over a decade in the corporate world, working in the UK, Australia, and New Zealand.

I was fortunate enough to hold senior sales roles with some incredible Fortune 500 companies, where I learned a ton about what works – and what doesn’t – when it comes to sales and business development. I had the chance to lead high-performing teams, design innovative sales strategies, and navigate the complexities of both regional and global markets. Those experiences shaped my perspective and gave me a solid foundation in helping businesses succeed.

Now, as the Managing Director of Swiftree, I get to do what I love most: empower businesses with the tools, strategies, and insights they need for sustained growth and success. At Swiftree, we’re all about rolling up our sleeves and getting to the heart of our clients’ challenges. We work closely with them to break down and rebuild their sales processes, develop their teams, and create strategies that not only deliver results today but are also built to adapt and thrive in the future.

One of our specialties is helping businesses expand into new international markets, which is something I’m particularly passionate about, given my own experiences in different countries. I also had the chance to serve as a board member for a fintech SaaS company, where I provided strategic guidance and insights to help shape its growth and market direction.

That role was incredibly rewarding, as it gave me a front-row seat to the intersection of technology and business strategy and deepened my understanding of how innovative solutions can drive real value for companies. These days, I work with clients on a fractional and interim basis, giving them access to senior-level sales expertise without the long-term commitment.

It’s a flexible approach that allows me to partner with businesses of all sizes, helping them tackle specific projects or providing ongoing support to boost their sales efforts. It’s exciting work, and I feel incredibly lucky to wake up every day and do what I love – helping businesses grow, succeed, and reach their full potential.

A great introduction and start to this interview. Can you please tell us, how did you start, from what age, and what made you decide to change direction and start?

My journey to starting my own company was definitely an unexpected one, shaped in part by the twists and turns of the world around me. After COVID, I found myself in Australia, feeling a strong desire for something more than the typical office routine that was coming back into play. I realized that the time away had given me a clearer perspective on what I really wanted from life – a chance to explore, experience new things, and have the freedom to shape my own future.

So, in the summer of 2022, I made the decision to move back to the UK and take some time to travel around Europe. I wanted to see and do as much as possible, to fill my days with new experiences and inspiration. It was an amazing time that really fueled my desire for a different path.

By October 2022, I started to look for new job opportunities back in the UK, but the timing wasn’t exactly on my side. The economy had taken a hit following Liz Truss’s brief tenure as Prime Minister, and suddenly, the job market felt incredibly limited. I was faced with a choice: either jump back into a role that didn’t quite feel right or finally scratch that entrepreneurial itch that had been in the back of my mind for years.

It was a bit of a leap of faith, but I decided to go for it and start my own company – and honestly, I’ve never looked back. The experience of starting Swiftree has been one of the most challenging but rewarding things I’ve ever done. I get to wake up every day and do work that I’m truly passionate about, helping businesses grow and thrive, and I’m so grateful that I took the plunge.

Thank you for that insight. So can you tell us…What does your business do and where is your company based?

At Swiftree, we’re all about helping businesses thrive by providing expert consulting services that drive real growth and performance. Based in London, we operate on a truly global scale, serving clients from all corners of the world—from Alaska and New Zealand to Switzerland and Singapore, and, of course, our home market in the UK.

Our aim is to deliver tailored solutions that empower businesses to reach their full potential, wherever they are. Here’s what we do: Sales Consulting: We refine and optimize our clients’ sales approaches with customized strategies, targeted training, and the right tools to boost efficiency, improve conversion rates, and drive revenue growth.

Whether a company needs help fine-tuning its sales process or developing a full-fledged go-to-market strategy, we’re there to provide hands-on support that delivers results. Growth Consulting: For businesses looking to expand, we offer strategic planning and growth consulting services that chart a clear path for scaling up.

We help clients navigate new market entry, develop expansion strategies, and provide ongoing support to ensure they grow with confidence and in alignment with their overall vision. Some of our proudest accomplishments: We’ve had the privilege of providing expert-level support to over 50 clients globally, presenting cost-effective solutions that help them achieve more without the need for full-time hires.

Our unique approach to consulting has been recognized by Upwork, where we’ve earned the Expert-Vetted badge, placing us in the top 1% of freelancers worldwide. This speaks to the high standards we maintain and the trust we’ve built with our clients. Since June 2023, I’ve also been contracted to serve as the Chief Revenue Officer at TechForce Cyber, a leading player in the cybersecurity space.

In this role, I’m driving revenue generation and building strategic partnerships to expand our cyber services across the UK, aligning with evolving market demands. At Swiftree, our clients are at the heart of everything we do. We are passionate about helping them achieve success, whether they’re a local business in London or an international enterprise in Singapore.

By focusing on customized strategies and hands-on support, we ensure that our clients have the tools and insights they need to achieve sustainable growth and success, no matter where they are on their journey.

What’s the story behind your success? What led to your aha moment? how did you get to where you are now?

The story behind my success has been one of resilience, hard work, and the determination to prove to myself and others that I could make this leap from a corporate career to running my own business.

Coming from a big corporate role where I was accustomed to a certain level of income and prestige, I felt a lot of pressure not to let people think I had made a mistake or that my business was going to fail. I knew I needed to reach that same level of financial success – or better – and that drove me to work twice as hard, put my head down, and really grind every single day.

It sounds like a cliché, but there were many long days, late nights, and weekends where I just kept pushing forward. I knew that to make this work, I couldn’t treat it like a side project or a hobby; it had to be all in. I was constantly learning, tweaking strategies, networking, and doing everything I could to bring in clients and build credibility.

It was intense, and at times, it felt like there was no end in sight. My “aha” moment came about six months in when things finally started to click. I began to see consistent revenue coming in, and it felt like everything I had been doing was starting to pay off. It was such a great feeling – not just financially, but personally. I realized that I could make this work and that I was building something meaningful and valuable.

From that point on, I knew I had to double down, keep refining my approach, and never stop improving. Getting to where I am now wasn’t easy, and I had to be willing to take risks and make sacrifices. I’ve been fortunate to have the support of some incredible mentors, friends, and colleagues who believed in me and encouraged me to keep going, even when things were tough. But there were also those who doubted me or didn’t understand why I’d leave a secure job to go out on my own.

That just added fuel to the fire. I wanted to prove to myself and to them that I could make this work. For anyone on the fence about entrepreneurship, I’d say just go for it. Take the leap. It’s not easy, and there will be moments of doubt, but those moments are also when you find out what you’re really made of.

The journey will push you, test you, and challenge you in ways you never imagined, but it will also reward you in ways that a traditional job never could. If you’re willing to put in the work and keep pushing through, the rewards are worth every bit of the struggle.

Thank you for sharing that. What’s been your life’s biggest lesson so far?

One of the biggest lessons I’ve learned so far is that business is a marathon, not a sprint. Last year, I experienced burnout, ironically at a time when I was at my highest point in terms of revenue. I thought that working more hours and pushing myself constantly was the key to success.

I was so focused on keeping the momentum going that I neglected everything else—my health, my personal life, and even my mental well-being. It felt like I was running on fumes, and eventually, I hit a wall. I realized that the approach I was taking was unsustainable. I couldn’t keep going at that pace without eventually burning out or losing the passion that had driven me to start my own business in the first place.

That was a tough pill to swallow because I had always been someone who believed in working harder and pushing myself to the limit. What I learned from that experience is that it’s not just about how much you work, but how effectively you manage your time, energy, and resources. When things are going well, it’s easy to keep pushing harder and faster, but you have to remember that there will also be low points.

It’s important to keep your nerve, stay calm, and understand that you can’t control everything. You need to pace yourself and build a business model that allows for consistency and longevity, not just short-term gains. Since then, I’ve put systems in place to help manage my workload and time more effectively.

I’ve learned to set boundaries, delegate tasks, and prioritize what truly matters, both in my business and personal life. Now, I focus on maintaining a steady pace rather than sprinting toward every goal. This shift in mindset has made a huge difference. I’m not only more productive, but I’m also healthier and happier.

In fact, with this new approach, I’m probably 150% up on the previous year. If I could go back and do things differently, I would have implemented these systems and boundaries from the start. I would have recognized sooner that running a business is not about constantly grinding but about working smart, not just hard.

Moving forward, I’m committed to maintaining this balance and continuing to grow my business in a sustainable way, without sacrificing my well-being in the process.

If there’s one thing I know now that I wish I had known earlier, it’s this: just get started. I spent so much time in the beginning focusing on things that, in hindsight, didn’t matter as much—like perfecting the logo, building a beautiful website, or finding the ideal brand colors. While those things have their place, I’ve realized that they can easily become distractions that keep you from what truly matters: getting out there, talking to people, and building your network. 

If you were to go back in time, what piece of advice would you give to your younger self?

If I could go back and give advice to my younger self, I’d tell myself to slow down and really appreciate what I’ve accomplished along the way. When I was younger, I was always chasing the next big thing—running a team overseas by 23, flying around Asia for business, smashing sales targets, and earning six figures. But I was so focused on reaching the next milestone that I rarely took the time to acknowledge or celebrate what I had already achieved.

I didn’t realize that true, sustainable growth comes from a longer-term focus, not just the quick wins. I’d tell my younger self that longevity and consistency are key. Instead of always searching for the next high, focus on building something meaningful over time. When you’re constantly looking for what’s new, you risk losing sight of the bigger picture and can end up feeling disappointed or unfulfilled when things don’t go exactly as planned.

I definitely felt confined in a corporate environment, boxed in by the walls and the red tape that made it hard to move freely. I felt like I was always wearing a mask, selling a tech tool I didn’t truly care about. The entrepreneurial path, on the other hand, has allowed me to break free from those confines. It’s given me the space to be my most creative and authentic self, to express my ideas without restrictions, and to build something that I’m genuinely passionate about.

To those who doubted me, I’d say that I understand why. Not everyone is cut out for entrepreneurship; it’s a big risk, and there’s a lot of uncertainty involved. Most people have their reasons for sticking with a stable job, whether it’s security, mortgages, or other commitments, and that’s perfectly fine. But for me, staying content in a corporate role just wasn’t an option anymore—I knew I needed to do something different, something that would allow me to be true to myself.

I never questioned whether I should have become an entrepreneur because, deep down, I always knew I was destined to run my own business and build something of my own. It was just a matter of when I was going to take the plunge. And I’m so glad I finally did.

If I could talk to my younger self, I’d say, “Trust your instincts. You’re meant for this. Don’t be afraid to take that leap, and remember that real growth comes from the journey, not just the destination.”

What do you know now that you wished you had known before?

If there’s one thing I know now that I wish I had known earlier, it’s this: just get started. I spent so much time in the beginning focusing on things that, in hindsight, didn’t matter as much—like perfecting the logo, building a beautiful website, or finding the ideal brand colors.

While those things have their place, I’ve realized that they can easily become distractions that keep you from what truly matters: getting out there, talking to people, and building your network. In business, it’s easy to get caught up in the gimmicks, but at the end of the day, people buy from people.

Your reputation, the relationships you build, and the trust you establish with your clients and network are what will drive your success, not the design of your website or how polished your business card looks. If I could go back, I’d tell myself to focus less on the aesthetics and more on having real conversations, understanding the needs of potential clients, and getting my name out there.

I’ve learned that taking action, even if it feels imperfect or messy at first, is far more valuable than waiting until everything feels “just right.” The quicker you start engaging, connecting, and building relationships, the faster you can grow your business. So, if you’re thinking about starting something new, don’t get hung up on the small stuff.

Dive in, start building connections, and put yourself out there. Your network and your reputation are your most powerful tools, and they’ll get you much further than a fancy logo ever will.

What has been your greatest or proudest achievement or moment?

As someone who works in the area of growth, my greatest and proudest achievements are the successes my clients achieve. There’s nothing more rewarding than seeing the tangible impact of our work together. I’ve had the privilege of helping some clients achieve incredible results, like a 117% increase in growth, while others have seen a 20% increase in their yearly revenue.

These numbers aren’t just metrics; they represent meaningful changes for these businesses. For some, this growth means they can hire better staff, invest in new tools, and expand their operations. For others, it means they can weather tough economic times, innovate, and set themselves up for future success.

Knowing that I played a part in helping them reach these goals, that I helped empower them to build a stronger, more sustainable business—it’s an incredibly fulfilling feeling. What makes me most proud is seeing how these results impact the people behind the businesses. It’s about helping entrepreneurs and business owners realize their potential, see new possibilities, and gain the confidence to keep pushing forward.

When a client calls me to say they’ve achieved a milestone they didn’t think possible, or when I see a team energized by their newfound growth, that’s when I know I’m doing the work I was meant to do. Those are the moments that make all the hard work, long hours, and challenges worth it.

What future life goals do you want to achieve and why?

Looking ahead, I have a few exciting goals that I’m really passionate about pursuing. One of my biggest aspirations is to move more into the tech space and become involved in a product startup. I’ve always been fascinated by the fast-paced, innovative nature of the tech industry, and I’d love to be a part of building something from the ground up—creating a product that truly makes a difference.

I’d also like to eventually move to the US, where I’d be right in the heart of the tech and startup scene. Being in that environment, surrounded by so much creativity and ambition, feels like the perfect place to immerse myself in new opportunities, learn from some of the best in the business, and contribute to the next wave of innovation.

For now, I’ve been focusing on securing my business, especially since I recently got married and have been enjoying this new chapter of my life. But as I continue to build on what I’ve started, I’m looking forward to exploring new avenues and scaling towards tech, wherever that journey takes me.

To finish our inspire questions…”We believe that sharing inspiring words can inspire others.” If there was one positive thing you would say to someone to inspire and empower them what would it be and why?

I’ll share two bits of advice that have been instrumental to me, both coming from different places but equally impactful. The first is from my uncle, who was a serial entrepreneur and incredibly successful. He always told me, “You’ll never work as hard for someone else as you will for yourself.” This couldn’t be truer.

When you’re building something of your own, the drive, passion, and effort you put in are unmatched. There’s a unique sense of ownership and purpose that fuels you in a way no job for someone else ever could. The second piece of advice is this: If you’re a top seller in a company selling something you don’t really care about, imagine how you’ll perform when you’re selling yourself or something you genuinely believe in.

It’s probably not as risky as you think. If you’ve already proven that you can be successful selling someone else’s product or service, think of what you could achieve selling something that you’re truly passionate about. The energy, authenticity, and commitment you bring when it’s your own venture can be game-changing.

Don’t let fear hold you back. Trust in your ability to make things happen for yourself—you might just surprise yourself with what you can accomplish.

“Thank you it has been great learning more about your founder story and Swiftree”

To learn more about Swiftree Visit www.swiftree.com

Find on social media @ Twitter: https://x.com/mrliamsanders

LinkedIn: https://www.linkedin.com/in/liam-sanders1/

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