24th December 2025.

Opening Reflection

Christmas is supposed to be a time of reflection, and this year I’ve found myself looking back more than usual. Not just at the last twelve months, but at the long, messy, unpredictable road that got me here.

I’ve done many things in my life. I started in the army, but was discharged before completing my training — disjointed before I’d even begun. I worked as a chef. Then I got the biggest break of my life: working for the BBC, travelling the world making programmes. After that, I set up my own food and drink marketing agency. I bought my farm in Devon. And eventually, frustrated with working for brands that simply weren’t brave or bold enough, I decided to start my own.

That decision became The Black Farmer.

I’ve got the war wounds to prove what it takes to build a brand. And one thing I know for certain is this:

no sane person would willingly put themselves through the pain and agony of starting a business unless something deeper was driving them.

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The One Ingredient That Matters

People often ask what it takes to succeed in business. Strategy? Funding? Timing? Luck?

They all matter — but they’re useless without one thing: passion.

Passion defies logic. It ignores reason. It keeps you going when the numbers don’t stack up, when the doors feel like they’re closing, and when sensible people would tell you to stop. Without passion, you don’t stand a chance.

That’s why I think people should spend less time asking what business to start and more time asking who they really are. Are you built for uncertainty? Can you cope with rejection? Do you have the stamina to keep going when there’s no applause?

Most people don’t. And that’s okay.

But you need to know.

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A Question That Made Me Think

This week I came across a ChatGPT prompt that I found surprisingly powerful. It forced me to stop and reflect in a way I hadn’t before. The prompt was:

“In 10 questions, what could you ask me about myself that even I don’t know?

Ask these questions one at a time without telling me the reason for the questions.”

I’d recommend anyone in business tries it. It gave me insight into what really drives me — beyond titles, achievements, and labels. Technology, when used properly, can be a mirror as much as a tool.

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The Myth of the Millionaire Business Owner

The moment you say you’re “in business”, people assume you must be a millionaire. That myth refuses to die.

The reality is far less glamorous. Most founders I know are juggling cash flow, worrying about staff, chasing invoices, and lying awake at night thinking three moves ahead. Owning a business doesn’t mean security — it means responsibility.

Which is why I’d love to see an organisation that genuinely represents small businesses — not the big corporates pretending to speak on our behalf. The ones that exist now feel outdated and disconnected from the reality of modern retail. We need something sharper, braver, and rooted in truth.

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Amadeus and the Fear of Mediocrity

My great treat this week was watching the Sky mini-series Amadeus. I loved the original film, so I was sceptical — but the series was superb.

The story has always resonated with me because it shines a light on what happens when genuine talent collides with an entrenched establishment. It exposes envy, fear of change, and the quiet violence of mediocrity protecting itself.

One line in particular stayed with me. Salieri described as:

“The patron saint of mediocrity.”

Anyone who has ever tried to do something different will understand that line immediately.

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Christmas Without Cheer (In Retail Terms)

Even though Christmas Day is only days away, we’re already planning Boxing Day and January sales. That’s retail — you’re always one step ahead, even when you’re exhausted.

I’m hoping those sales will make some impact, because this has been one of the most downbeat Christmases I’ve experienced in decades. People aren’t spending freely. There’s no real sense of optimism. And without optimism, retail struggles.

You can feel it in the air.

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Learning Never Stops

I’ve always been an early adopter of new technology, and this week I decided to teach myself vibe coding. What I’ve been able to do as a non-specialist is genuinely mind-blowing. The barriers that once existed between idea and execution are collapsing fast.

For founders, that’s both exciting and terrifying. But one thing is certain: curiosity and adaptability are no longer optional.

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Closing Reflection

Christmas has a way of stripping everything back. It reminds you that titles fade, trends change, and comfort is temporary. What endures is who you are, what you stand for, and whether you have the passion to keep going when it would be easier to stop.

I’m still here.

Still learning.

Still building.

And that, for me, is enough.

Merry Christmas. Onwards.