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really means to him — not change for the sake of change, but having the courage to ask better questions, challenge outdated practices, and put culture ahead of profit so trust and performance can compound over time.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

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.

This isn't a podcast about business. It's a podcast about courage. About reinvention. About leading with heart. And daring to do things differently. This podcast isn't about business strategy. It's about the openness to rethink what leadership really is. It's about choosing purpose over ego, innovation over habit, culture over control.

Sam Walker is a broadcaster and journalist, and she’ll be sitting down with the entrepreneur and CEO of Cloudfm Group Jeff Dewing, a man who rebuilt his life after losing everything by challenging the norms we all assume are unshakable. He discovered that doing the opposite isn't rebellion, it's a route back to meaning. Together Sam and Jeff explore resilience, authenticity, purpose, technology, impact, and uncover what's possible when you stop following the crowd and start doing the opposite.

Conversations with Jeff Dewing launches 14th January. Watch on YouTube or listen wherever you get your podcasts.

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