In Season Six of Doing the Opposite: Business Disruptors we’re turning the spotlight onto host of the podcast Jeff Dewing. Jeff is Founder and CEO of Cloudfm Group, keynote speaker, bestselling author, and a leader who rebuilt his life and company by doing the one thing most people fear: the opposite.

What happens when a CEO says “I don’t know” at the worst possible moment? In this episode Jeff looks back on the time when COVID shattered revenue. Jeff didn’t bluff; he admitted he was lost. That choice flipped a switch. The board stepped up with 11 bold scenarios, and set a course not just to survive, but to thrive. Jeff describes the response in his company: “frontline staff from help desk operators to managers to directors, were sitting there and all they wanted to do was help. I was the old lady that fell over. All they wanted to do is come and help me up.” Vulnerability, used with intent and authenticity, became the catalyst that unlocked scale, trust, and decisive action.

Jeff and Sam explore how transparency spreads across teams and client relationships. Instead of legal threats over unpaid invoices, Jeff’s team chose radical openness and ‘little and often’ repayments to keep suppliers alive. The response? Deeper trust, cleaner communication, and partnerships that were stronger coming out of the crisis than going in. If you’ve ever feared that honesty would erode your authority, this conversation shows the opposite: truth builds credibility, disarms critics, and invites your team to grow taller.

In 2026 Cloudfm Group celebrates its 15th anniversary.

Find out more about Cloudfm here.

Hosted by Sam Walker

Watch the podcast on YouTube

Discover Cloudfm Group:

Website | LinkedIn

Find the best-selling book Doing The Opposite by Jeff Dewing HERE

In Season Six of Doing the Opposite: Business Disruptors we’re turning the spotlight onto host of the podcast Jeff Dewing. Jeff is Founder and CEO of Cloudfm Group, keynote speaker, bestselling author, and a leader who rebuilt his life and company by doing the one thing most people fear: the opposite.

In this episode, Jeff breaks down what “Doing the Opposite” really means to him — not change for the sake of change, but having the courage to ask better questions, challenge outdated practices, and put culture ahead of profit so trust and performance can compound over time.

Drawing on his career, Jeff reflects on cultures he’s seen across multiple firms where success is measured solely by financial results. He explains how this mindset encourages people to be economical with the truth, driven by fear rather than purpose. Instead, Jeff argues that failure should be treated as a learning opportunity, not a threat.

We also explore the true role of leadership: you can’t motivate people, but you can inspire them by showing progress, celebrating wins, and making the next step clear, meaningful, and achievable.

In 2026 Cloudfm Group celebrates its 15th anniversary.

Find out more about Cloudfm here.

Jeff’s book ‘Doing the opposite: A life, its lessons & building success’ is available to buy on Amazon.

Hosted by Sam Walker

Watch the podcast on YouTube

Discover Cloudfm Group:

Website | LinkedIn

Find the best-selling book Doing The Opposite by Jeff Dewing HERE

In Season Six of Doing the Opposite: Business Disruptors we’re turning the spotlight onto host of the podcast Jeff Dewing. Jeff is Founder and CEO of Cloudfm Group, keynote speaker, bestselling author, and a leader who rebuilt his life and company by doing the one thing most people fear: the opposite.

In this episode, Jeff reflects on failure and how it has shaped both him and his subsequent successes. Jeff recalls the knock on the door at 7:30 a.m, two cars leaving the drive, neighbours watching through the curtains. Jeff opens up about losing his business, his home and the image of success he’d built, and how that free fall uncovered a better way to lead and to live. What starts as a story of collapse turns into a blueprint: take radical ownership, protect time to think, and build environments where people can win.

In taking over a football club, Jeff discovered the power of company culture and empowering people to thrive. At the club the same players in a different environment were suddenly winning everything. But Jeff admits the football club diverted his focus away from the business, which led ultimately to its collapse.

From the job centre queue to a £65m rebuild, Jeff lays out the steps that work in any crisis: accept that it’s your responsibility, not to blame yourself but to regain control; choose humility over image; and carve out quiet space to reflect until patterns become clear and a plan emerges.

In 2026 Cloudfm Group celebrates its 15th anniversary.

Find out more about Cloudfm here.

Jeff’s book ‘Doing the opposite: A life, its lessons & building success’ is available to buy on Amazon.

Hosted by Sam Walker

Watch the podcast on YouTube

Discover Cloudfm Group:

Website | LinkedIn

Find the best-selling book Doing The Opposite by Jeff Dewing HERE