Cameron Kinloch

I am a Board Director, former CFO & COO, and advisor to high-growth CEOs and CFOs with experience across SaaS, consumer, fintech, and global markets. Over 20+ years, I’ve led 4 exits, supported 2 IPO journeys, and partnered with founders, boards, and investors through the moments that define a company’s trajectory.

My career spans high-growth venture-backed companies, public-company transitions, and complex strategic situations. I bring experience from Goldman Sachs and Morgan Stanley, as well as executive roles where I’ve scaled companies through hypergrowth - from tens of millions to hundreds of millions in revenue.

Examples of impact:
↳ Led Weights & Biases through a strategic exit to CoreWeave after 10x ARR growth
↳ Turned around a $200M+ P&L at Bulletproof, achieving profitability in six months
↳ Scaled Sunrun and Box through their IPO journeys, building FP&A and public-company readiness
↳ Guided multiple VC-backed companies through successful exits to private equity and strategic buyers
↳ Served as Board Director across public and private companies, including Finance, Audit, Risk, and Governance Committees

Today, my work centers on three areas:

1. Board Service
I serve on public and private boards, including EROAD (NZX/ASX) and Copper Cow Coffee, partnering with CEOs on strategy, governance, M&A, and scaling through inflection points.

2. Advising CEOs & CFOs
I help leaders navigate growth, fundraising, M&A, and strategic alternatives, with a focus on the leadership alignment required during critical transitions.

3. Finance Leadership at Inflection Points
I work with sitting CFOs and CEOs during the moments that matter most: first 100 days in role, preparing for IPO, leading M&A, scaling the finance function, and strengthening the CFO–Board partnership.

If you’re navigating a pivotal moment - or preparing your company for its next chapter - reach out at cameron.kinloch@gmail.com.

Chief Financial Officer

We are building the best in-class, enterprise grade tools for AI developers. Our vision is to be the single system of records for all things AI within an organization.

Used by teams at NVIDIA, OpenAI, Lyft, Blue River Technology, Toyota, and MILA, W&B is part of the new standard of best practices for AI.

After 15 years in the C-suite and 4 board seats, I’ve noticed the same mistakes that quietly stop talented finance leaders from becoming CFO:

1) They think like controllers, not operators.

CFOs don’t just report numbers - they shape decisions.

If you never talk about customers, product, competitive pressure, or revenue levers, you’re signaling you’re a functional expert… not an enterprise leader.

2) They build relationships up, not across.

Great CFOs aren’t just trusted by the CEO and board.

They’re trusted by GTM, Product, Ops, and People because they show up early, listen, and help solve real problems.

3) They can model a forecast but not tell the story.

The CFOs who earn board confidence connect everything in one clean thread: what’s happening, why it matters, what options exist, and the trade-offs behind each path.

Boards remember the narrative - not the spreadsheet.

4) They wait to be invited in.

Future CFOs don’t sit back. They initiate scenario plans, pressure-test strategy, and surface risks before anyone asks.

5) They stay stuck in precision mode.

Perfect accuracy slows companies down.

Standout CFOs set decision thresholds, embrace scenario ranges, and call out the unknowns so the business can move faster.

6) They solve today’s problem, not the next stage.

Boards choose the leader who can scale the company from $20M → $50M, $50M → $200M, or pre-IPO → public.

Your mindset must shift with the stage.

7) They underestimate how much the CFO role is leadership.

Most misses aren’t technical - they’re about influence.
CFOs lead rooms, drive alignment, and bring clarity in moments where ambiguity is high.

The difference between a great finance leader and a CFO isn’t technical skill.
It’s how you think, how you lead, and how you show up.

PS: I coach finance leaders on strategic storytelling, board communication, and executive presence. If you’d like to explore working together, send me a DM.

Board Director | CFO & COO | 4 Exits, 2 IPOs | Advisor to High-Growth CEOs and CFOs

Forbes called her the most powerful and influential CFO of the last decade…

But when Google hired Ruth Porat in 2015, most analysts doubted she was the right fit.

A Wall Street operator at an innovation-driven tech giant? 
Many assumed her discipline would slow Google down.

The opposite happened:

📈 Alphabet’s market value grew past $3 trillion during her tenure
🚀 The stock jumped after her early earnings calls
💡 The company consistently beat revenue and profit expectations

Here’s what she actually changed - and what today’s CFOs can learn from her:

1) Anchor decisions in data.

Porat was famous for saying, “The answer is a number.”
Data over opinions. Signal over noise. It cut through politics fast.

2) Replace passion projects with real frameworks.

She introduced structure to how Google funded big bets.
Teams had to prove why they deserved capital - not just ask for it.

3) Challenge the status quo.

She pushed back on excess, tightened spend, and reset expectations.
Not to clip innovation - but to fuel the right innovation.

4) Think in decades, not quarters.

Her support for AI and Cloud was grounded in long-term value creation.
CFOs don’t just protect the present. They underwrite the future.

5) Earn investor trust through transparency.

By separating core results from “Other Bets,” she gave investors clarity.
Clarity → confidence → multiple expansion.

Porat didn’t shrink Google. She sharpened it.

That’s the new era of finance leadership:

CFOs don’t just keep companies healthy. 

They shape strategy.
They influence product priorities. 
They build investor conviction. 
And they make the long term impossible to ignore. 💪

PS: If you’re a CFO or VP of Finance preparing for that next step, I coach leaders on the real levers of the role: strategic narrative, board communication, and enterprise leadership. 

DM me if you want to explore working together.

After 9 years as a board director, I’ve seen CFOs walk into a board meeting and lose credibility in minutes.

Not because of the numbers. But because of a weak CEO–CFO dynamic.

Boards don’t evaluate executives in isolation. 🔍

They assess how the leadership system functions.

And the CEO–CFO relationship is the core of that system.

Here’s what boards are actually watching for:

1) Shared narrative 🎯

Do the CEO and CFO tell the same story about the business?
Or does alignment start to drift once questions begin?

2) Respectful tension

Do they challenge each other cleanly?
Or does disagreement feel defensive, corrective, or personal?

3) Decision flow

Does alignment speed decisions up?
Or does the board slow down because something feels unresolved? ⚠️

4) Signals under pressure

When the topic gets uncomfortable, do they stay aligned?
Or does the partnership fracture in real time?

The most credible CFOs I’ve worked with do one thing exceptionally well:
They resolve tension before the board meeting.

Specifically, they:

✅ Align with the CEO on a single narrative
✅ Resolve disagreements privately
✅ Clarify which decisions the board is being asked to make and why
✅ Pressure-test sensitive topics together

What boards want to see in the room is cohesion.

One direction. Clear ownership. Leadership that holds under pressure.

That’s what earns trust.

I recently sat through a board meeting where an independent director challenged a core assumption.

What the Chair did next changed the room in seconds 👇

Instead of brushing past the moment, the Chair leaned in and:

- Slowed the discussion
- Separated ideas from identity
- Asked “why” before defending positions
- Pressure-tested the assumption in real time
- Pulled quieter directors into the conversation
- Sat in the discomfort until clarity emerged
- Made it explicit that challenge ≠ lack of support

The result → a stronger decision, with full alignment behind it.

I’ve sat on boards across scaled CPG brands, public companies, and PE-backed companies.

And I’ve seen dissent mishandled when boards:

- Take pushback personally
- Default to hierarchy over logic
- Letting power dynamics decide what gets airtime
- Rush to a vote to escape tension
- Push real debate into hallway conversations
- Boards are designed for dissent.

Not as disruption.
As a governance tool.

The best boards don’t avoid tension. They use it.

They create enough psychological safety for dissent to surface, and enough rigor to turn it into better judgment.

Handled well, dissent accelerates insight.
Handled poorly, it delays the truth.

When I got promoted to my first CFO role, the #1 piece of advice I heard nonstop was:

“Be a strategic business partner to the CEO and the Board.”

No one explained what it actually meant.

After four CFO roles, here’s the simplest definition I’ve landed on...

A strategic CFO doesn’t just report results.

They actively shape:

🎯 Decisions
⚖️ Trade-offs
📈 Outcomes

Here’s what that looks like in practice 👇

1/ Strategy = owning the “so what” 🎯

Every real strategy decision is a trade-off. 

Being strategic isn’t about better slides. It’s about making those trade-offs explicit.

- What we gain
- What we give up
- What happens if we wait

At Adobe, leadership made a fundamental shift.
They stopped selling one-time software licenses and moved to subscriptions.

Finance clarified the trade-off, short-term revenue pressure, and long-term recurring growth.

✅ Strategy is helping leadership commit with eyes open.

2/ Partnership = influencing before decisions are locked ⚖️

Decisions aren’t shaped in the boardroom.
They’re shaped well before the meeting.

Real partnership happens upstream.

- Pressure-testing ideas early
- Challenging assumptions privately
- Helping the CEO see second-order effects

At Oracle, alignment didn’t start at the board table.

Safra Catz shaped major M&A and the company’s pivot to cloud well ahead of board approval.

✅ Partnership is influence before positions harden.

3/ Implementation = turning strategy into action

Great CFOs don’t just approve strategy.

They make sure it actually gets executed.

- Pulling capital from underperforming areas early
- Funding the next growth engine
- Accepting short-term discomfort to avoid long-term stagnation

At Netflix, leadership made a clear choice.

They leaned into original content and international expansion.
Spencer Neumann supported sustained investment despite rising cash burn.

✅ Implementation is forcing strategy into motion.

Being a “strategic business partner” isn’t a title upgrade.

It’s the moment finance stops describing reality and starts helping leadership decide what to do about it.

That’s when CFOs earn real influence.

Here’s the difference between a VP of Finance and someone the Board trusts as CFO:

Most finance leaders think it’s about experience. Boards know it’s about how you show up.

VP of Finance thinking 👇

- Measures success by a clean close and forecast accuracy
- Optimizes the finance function
- Brings analysis and waits for direction
- Executes the CEO’s agenda as given
- Prepares board decks and walks through the numbers
- Frames impact primarily in dollars
- Operates mostly inside the company
- Explains what went wrong after the fact

Board-trusted CFO thinking 👇

- Measures success by better decisions made earlier
- Optimizes enterprise value
- Brings a point of view and recommends a path
- Partners with the CEO to shape the agenda
- Controls the narrative and decision flow in the boardroom
- Frames trade-offs across growth, risk, and resources
- Brings an external lens: investors, markets, benchmarks, and capital conditions
- Reorients the business and clarifies what happens when something goes wrong

Becoming CFO isn’t about being better at finance.

It’s about owning how the company competes, allocates capital, and creates value.

That’s the real shift the Boards are watching for. 🎯

P.S. After 15+ years in the C-suite, 4 exits, and 2 IPOs, I now coach finance leaders on strategic storytelling, board communication, and executive leadership.

If this resonates, feel free to reach out via DM.

34% of CFOs moved into a President or CEO role in 2025.

That’s not a coincidence.

Boards aren’t “promoting finance leaders.”
They’re recognizing enterprise leaders who already operate at CEO altitude.

Here’s why the CFO role has become one of the strongest pipelines to the top seat, and the shifts that matter most 👇

1️⃣ CFOs see the whole system, not just the numbers.

Finance sits at the intersection of strategy, capital, operations, risk, and incentives.

That vantage point makes patterns visible early:

→ Growth that looks good but breaks the org
→ Cost cuts that quietly kill momentum
→ Functional wins that damage enterprise outcomes

Boards want CEOs who understand second-order effects, not siloed optimization.

✅ The shift to make

Stop framing recommendations as financial outcomes.

Start framing enterprise trade-offs, downstream impacts, and the risks the company is consciously underwriting.

2️⃣ CFOs are trained to make decisions under volatility

Finance leaders spend years making irreversible calls with incomplete data across pricing, headcount, M&A, and cash.

That builds judgment under constraint.

In volatile environments, boards value leaders who can decide, adapt, and course-correct without freezing.

✅ The shift to make 

Move from scenario modeling to decision ownership. 
Take a clear position, name the risk, and define what would trigger a change in direction.

3️⃣ CFOs understand incentives, power, and where execution breaks

Most strategies don’t fail because the idea was wrong.

They fail because:

→ Incentives pull leaders in opposite directions
→ Capital is allocated cleanly but deployed politically
→ Accountability diffuses once execution gets hard

Finance operates where pay, capital, and performance collide. That’s where real behavior shows up.

✅ The shift to make

Design decisions with incentives and ownership upfront.

Be explicit about who owns the outcome, who has authority, and how behavior should change when things drift.

The shift from CFO to CEO isn’t a leap.

It’s the result of operating as an executive leader long before the title changes.

P.S. After 15 years in the C-suite and serving on four boards, I now advise finance leaders on the skills that matter most: partnering with CEOs, communicating with boards, and leading at the executive level.

If you’re sharpening those muscles, feel free to reach out.

I’ve been both a CFO and a Board Director. This is where strong CFOs still lose the room.

↳ They speak finance. Boards speak trade-offs.

Here’s an example:

Early in my tenure, I told the board in a quarterly meeting: “The risk is too high.”

A director smiled and asked: “Compared to what?”

That question changed how I show up in boardrooms. 💡

Most CFOs learn to see risk in absolutes:

- Can we afford it?
- What’s the downside if it fails?
- How does this hit the plan or forecast?

Those are necessary questions, but they’re incomplete.

Boards think in portfolios.

They’re asking different things:

- What does this unlock that staying safe won’t?
- Is the upside meaningfully larger than the downside?
- Which risks are reversible, and which ones lock us in?

Here’s the bridge between CFO thinking and board thinking 👇

1) Frame risk relative to the whole business

Not “this could fail.”
But “this risk is small relative to our growth gap, capital base, or strategic exposure.”

Context changes the conversation.

2) Separate visible risk from hidden risk

What shows up in the forecast isn’t always the biggest risk.
Inaction, delay, and missed learning compound quietly.

Boards are very aware of that. ⏳

3) Pair every risk with a lever for action

If the risk starts to show up, what do you do?
Slow it down, narrow the scope, cap the spend, or stop the initiative altogether.

Boards aren’t risk-averse.

They appear risk-averse when the risk isn’t framed in context. 🧭

When CFOs learn to speak in their language, they stop sounding like the brake.
And start sounding like the guide.

I’ve watched brilliant Directors and VPs of Finance get passed over for the CFO seat because of this one mistake…

↳ You wait for the title before adopting CFO-level ownership.

Every CFO I’ve worked with started acting like one long before the title showed up.

Because those years of owning outcomes build trust with the CEO, create visibility with the board, and sharpen judgment under pressure. 🎯

All of which quietly drives the promotion.

Here’s what CFO-level ownership actually looks like:

1️⃣ You optimize for enterprise value, not just finance outcomes
You balance growth, risk, capital, and talent instead of chasing a single metric.

2️⃣ You earn trust outside finance 
🤝 You understand what motivates functional leaders, where they’re constrained, and the trade-offs they’re making.

3️⃣ You take a position 
Not just “here are the numbers,” but what you would do, why, and what it means if you’re wrong.

4️⃣ You think in second-order effects 🔍 
You explain how today’s decision shapes behavior, incentives, culture, and flexibility over the next 12 to 24 months.

5️⃣ You own outcomes when plans miss 🧩 
You frame a clear narrative on what happened, what it means, and what changes next.

6️⃣ You act as a true thought partner to the CEO 
You pressure-test strategy, surface blind spots, and share accountability for results.


The pattern is always the same:
CEOs promote the person who already thinks, decides, and owns like a CFO.

Be that person today.

I’ve served on boards across $200M CPG brands, public companies, and PE exits. And the more boardrooms I sit in, the clearer this becomes 👇

Fiduciary duty gets referenced constantly
Yet it’s misunderstood just as often.

Some directors think it means loyalty to management.
Others think it means aligning with the room.

Neither is right.

Fiduciary duty is loyalty to the process that protects the company. 🛡️

What that actually looks like in practice:

1️⃣ Asking the uncomfortable question

Not to be difficult, but to surface risk, trade-offs, and blind spots before they become expensive.

2️⃣ Testing assumptions before approving decisions

Every decision teaches the organization what to optimize for.
If short-term wins erode retention, pricing power, or trust, fiduciary duty is to call it out.

3️⃣ Anchoring decisions in long-term value

Today’s incentives shape tomorrow’s behavior.

If this quarter’s results are borrowed from future credibility, it needs to be named.

4️⃣ Holding the line between oversight and execution

Boards own decisions and consequences. Management owns the how. Blur that line, and accountability breaks.

Fiduciary duty isn’t about being agreeable.

It’s about being accountable to the work, even when it creates tension.

And accountable boards build resilient companies. 💪

1999: Joined Oracle as a Senior VP
2005: Became CFO
2014: Named Co-CEO and helped scale Oracle to a $1T company

The board didn’t promote Safra Catz for financial excellence.

They promoted her because her decisions reshaped Oracle’s business model and long-term relevance.

And that’s the gap most CFOs never close.

Here are 4 moves that earned her the top seat and what other CFOs can learn from them.

1) She was already functioning as a de facto co-CEO before the title

Safra didn’t stay inside finance. 
She took ownership of the company’s hardest decisions across M&A, operating trade-offs, leadership changes, and long-term bets.

The Co-CEO title didn’t expand her scope. It formalized it.

✅ You don’t get promoted into scope. You expand scope first and let the title catch up.

2) She turned capital allocation into the company’s growth engine

Safra reframed the CFO role from financial stewardship to enterprise design.

- Every dollar was a strategic lever
- M&A followed a thesis, not one-off deals
- Acquisitions like PeopleSoft helped Oracle skip long build cycles and reshape its platform

✅ Use capital to shape how the business grows, not just to protect performance.

3) She earned trust with the Board and CEO by owning the hardest calls

She didn’t just report to Larry Ellison. She helped shape the strategy with him.

By the time she became Co-CEO, the board had already seen her navigate hostile acquisitions, activist pressure, cost discipline, and leadership changes under real stress.

✅ Credibility compounds when you show judgment when pressure is highest.

4) She steered Oracle through its most disruptive pivot

The shift from on-prem to cloud wasn’t incremental. It was existential.

Safra balanced short-term pain with long-term survival and kept stakeholders aligned through years of uncertainty.

✅ Top leaders don’t avoid disruption. They turn it into durable growth.

Most CFOs master cost control, forecasting, and governance.
Few build the judgment to shape the company’s future.

Boards don’t promote CFOs who protect today’s P&L.

They promote CFOs who help the company survive its next reinvention.

That’s how a CFO becomes a CEO.

40% of CFO dismissals come down to one thing:
A strained relationship with the CEO or the board. ⚠️

And yet, CFOs are still expected to:

- Challenge the CEO
- Say no when momentum is high
- Deliver bad news before there’s a fix

After serving as a 3× CFO and 4x board director, here’s how the best CFOs manage this tension without becoming “the problem” 👇

1️⃣ They align strategy with finance

Boards push for ambition. CFOs protect discipline. The best CFOs bridge the gap by:

- Translating strategy into cash, margin, and capital risk
- Modeling outcomes: what hitting X costs, what it earns, and what breaks if execution slips
- Framing decisions as explicit trade-offs

2️⃣ They eliminate surprises

Trust erodes when issues show up late or without context.

- Surface problems early
- Use simple dashboards the board can read in seconds
- Explain why numbers moved and how the team is responding

3️⃣ They challenge the CEO in private, align in public

- Push hard behind closed doors
- Present a unified leadership team in the room
- Never put the board in a position to choose between the CEO and the CFO

This protects the CEO’s authority and the CFO’s credibility.

4️⃣ They design the decision framework before taking a position

Strong CFOs don’t start with “no.” They structure the conversation.

- Separate facts, risks, and recommendations
- Make opportunity cost visible
- Frame choices, not ultimatums

This shifts the CFO from blocker to decision architect.

5️⃣ They manage confidence as much as accuracy

In a miss, boards read presence before precision.

- Stay calm under pressure
- Anchor discussion on what changes next, not who was wrong
- Surface second- and third-order effects instead of re-arguing the decision

Great CFOs don’t avoid tension. They structure it so the CEO, the board, and the business can make better decisions. 🎯

P.S. I coach CFOs and VPs of Finance on strategic narrative, board communication, and enterprise leadership. 

Slots are full until mid-March. Reach out if you’d like to join the waitlist.

Most CFOs think being “board-ready” means knowing their numbers cold.

It doesn’t.

Every CFO who’s ever been hired has clean financials, a tight forecast, and answers to last quarter’s variances.

If technical competence were the bar, boards would never struggle to find leaders.

But boards don’t evaluate you the way operating teams do.

They’re not asking, “Is this person good at finance?”
They’re asking, “Can this person help us govern uncertainty?” 🎯

That’s a very different test.

Here’s what boards actually look for:

1) Alignment

If every executive tells a slightly different story, the board sees fragmentation immediately.

Reporting results isn’t the job.
Unifying the narrative is.

Strong CFOs connect strategy, risk, capital allocation, and execution into one coherent story.

2) Thought discipline

Boards look for your ability to separate signal from noise and surface the decisions that matter most.

That means you:

✅ Frame the 2–3 variables that actually move outcomes
✅ Name what’s immaterial, and why
✅ Prevent the discussion from drifting into operational weeds

3) Confidence without rigidity

When assumptions break, the board isn’t judging the miss.

They’re judging how quickly you recalibrate capital, priorities, and expectations. 🔍
“I believed X. Here’s what changed. Here’s how we adapt.”

4) Scenario thinking

Boards don’t want a single forecast.

They want confidence you’ve pressure-tested multiple futures and understand the trade-offs.

The most credible CFOs don’t say, “Here’s the plan.”
They say, “Here’s the plan if conditions hold and here’s how we’ll respond if they don’t.”


The real test is simple…

Can you clearly explain:

- What’s happening
- Why it’s happening
- What you’ll do if the world shifts tomorrow

When a CFO can do that, the board stops seeing a functional leader.
They see a business leader. 🧭

And that’s when trust deepens, influence expands, and bigger roles quietly open up.

I’ve seen seasoned ex-CEOs join boards and fail in the role within 90 days.
Here’s what they get wrong 👇

Board meetings turn into operational working sessions because they default to execution instead of judgment.

- They dig into the org.
- They second-guess execution.
- They try to “oversee” the CEO.

And this quietly erodes trust and authority. ⚠️

Boards are not there to run the company.
And directors are not there to replace management.

When directors operate instead of govern, three things tend to break:

1) The CEO loses air cover when directors step into execution.

2) The board loses altitude when time shifts from strategy, risk, and capital allocation into operational details.

3) Accountability breaks when directors do the work, because ownership of outcomes becomes unclear.

This is the shift new directors have to make. Being a good director means:

✅ Asking the questions management can’t or won’t
✅ Setting direction without prescribing execution
✅ Holding the CEO accountable without undermining them

The strongest directors I know are disciplined about where they engage.

They influence outcomes without stepping into the line.

Getting the seat is the milestone.
Learning how to stay out of the weeds is the real work. 🎯

If you’re early in your board journey...

What’s the hardest instinct you’ve had to unlearn, or expect to unlearn?

Sara Simmonds

CEO Impact Innovator | Helping Purpose Driven Entrepreneurs Scale to $1 Million, $50 Million and Beyond | Follow Me For Systems On Sustainable Growth 🌎

With 100K+ followers, 14 years controlling $ Billion buying budgets generating $200M+ for corporates

Plus $10M+ growth for purpose led founder results and $50M+ in positioned expansion - I built the organic growth system for entrepreneurs I wished existed when I needed it most.

My $150K Lesson:

2007: Co-founded Sharkah Chakra, world's first award-winning impact jeans brand. Featured in Vogue, GQ. Winner/ 30 team members.

The insight: As a $Billion Dollar buyer, I saw what made offers succeed at scale. When I built my own brand, I realized most entrepreneurs don't think like buyers - they think like sellers.

The breakthrough: I stopped asking "What expert should I hire?" and started asking "What would make ME approve this budget?"

The answer: ONE Category of One business - fully integrated, perfectly aligned, impossible to ignore.

That shift changed everything

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Business Mentor

I Just Got Back From 5 Incredible Weeks In Argentina and Uruguay 

I went from not knowing one single person in the country

To build a Dream 100 network In 30 days

Don't get me wrong, there were moments when I felt super lonely

One of them was arriving on an island at a tiny town 

where hardly anyone spoke English

It was right at that moment, my mum called me (her intuition working big time)

Are you ok? she asked. "Well, maybe I am a bit lonely, but we all get lonely, I said."

The difference is how we choose to handle it

I decided there and then to apply my Dream 100 network building principles

One of the key foundations I teach here at Impact Innovator OS

It's the idea of One to Many

Put yourself in the right environment (I was in Jose Ignacio, Uruguay fabulous place)

Next Step 

Be super focused on who you want to connect with and why

Then allow your own unique power and light to shine

And allow yourself to receive more ...

Here is how this worked in ACTION 

I followed my intuition to a relaxed, beautiful beach bar

And most importantly, did not look myself away when I felt lonely and vulnerable

And wanted to just give up

I kept going, putting myself out there

I sat at the bar - alone and embraced the moment

Got into the vibe, relaxed, and let go

Then heard some fellow English speakers

Stood up, took action, went over, said Hey, I'm Sara great to meet you, I'm here on my own and would love to connect

The rest is history

Amazing people introduced me to amazing people, who invited me to incredible events

And I built not only a new dream 100 network in Uruguay, but also in Buenos Aires.

Connection is all you need, with yourself first and then with those around you

It's time to Shine Your Light

Together, we will transform our world

Love Sara

Founder Impact Innovator OS | The #1 Buyer Intelligence Growth System for Purpose Led Entrepreneurs to Scale to $1M-50M as a Category Of One Leader In Their Niche

Together We Will Transform Our World 

How I overcame My Fear Of Being Out Of Control 

Climbing this glacier I was truly terrified.

I got over it - by applying my 3 steps to let go of control

As a Purpose Led Founder 

I used to try and control everything  

But that just led to burnout and working 247 getting nowhere fast

5 years ago i started hiking seriously ( turning a once in 10 years to once every two weeks)

Business, Mindset and Energy are all intertwined

And success is systemizing Business, Mindset and Energy

Life is Circular

Winning Systems Are Holistic 

And that is EXACTLY How I overcame my fear of being out of control

Step 1 - Think of Your Energy as a system - only so much mental, physical and emotional energy

Step 2 - Thinking of yourself as Social - your not meant to do things alone 

Step 3 - Set Big Audacious Goal - Focus on the present take one step forward each day


Climbing this glacier i was totally scared - now Im laughing but it was not funny at the time

I had set the goal, and guess what had not worried about it at the time

I prepared

I showed up with the right mindset

And I let myself be social and ask for help

I did not try to do this alone

I did this with experts

I let them hold my hand when I walked up

I let them hold my hand when I walked down

I listened to their expertise - I did not try to take selfies whilst walking on ice that is razor sharp

The Result - I followed a system, managed my energy, allowed myself to be supported

Succeeded - Climbed to the peak of the glacier without falling down

Success happens - one relationship, one system and one step at a time.

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Talks about #impact, #entrepreneurship, #productinnovation, #businessinnovation, and #businessmentorship

MY CFO Sophia, said to me on Saturday (when we met IRL)

Sara, I love your Simple System to Scale 

One roadmap

It works wherever the team is in the world

They can scale without you

We just proved it, after I was away on a remote trekking expedition 

The team was scaling without. me

And I could relax, and let go, feeling fully supported 

Sophia Shared this

These are the 3 elements we as a  team all understand clearly

1. What Our Category of One Positioning IS

( We help Purprose Led Founders Scale to $1-$50MN)

2. What our High Impact offer is

(One In house sustainable growth system that gives our founders category of one results in 30 days)

3. WHO our ICP IS

( Purpose led founders, conscious leaders, and innovators)

And HOW to sell without you

Using One Team Process, everybody understands: One Team Chat, One Team Meeting

The good and bad  problem today is that teams can be remote

At Impact Innovator, our team is from

London
Texas
Miami
Bangalore
Bali 

We are across continents, yet everyone understands that our positioning, offer, and system are simple

Today, I have one word for you

SIMPLIFY

Simplify All you do

To One Roadmap, One System, One Mentor

Simplicity =  Success

If you would like to unlock your One System To Scale

Join Me live next Tuesday in my masterclass, where I will lay out the simple 5 step roadmap to sustainable scale.

This is an intimate cameras on session, where I answer how you can get buyers to buy from you as the ONLY choice 247.

Join us, link below to sign up

https://lnkd.in/dqNVxTFy

Together, we will transform our world

Love Sara

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How I Stopped Being Overlooked And Became A Category Of One 

One of my favourite words is "Cringey" or "to Cringe."

Do you use it in the US?

We use it here in London, to Cringe means to look fine on the outside

But to be feeling totally naked, exposed, and seen on the inside for who you really are, or are not, or think you are.

The problem today is trying to be like everything else - we all do it, even if we think we are being our REAL AUTHENTIC SELF, we are not

We are all trying to look and be like other people

But buyers don't want to buy from lookalikes

They want to buy from trailblazers, pioneers, buccaneers, innovators, stars

They want to buy from founders who have become so incredibly comfortable 

With their own quirks, own uniqueness, no matter how out of the box that is, and their own story

Buyers want to buy from founders who LOVE, and OBSESS over the GREATNESS of their own offer

I have a catch phrase I say to our members, "Your Real Power Is YOU."

That catchphrase comes from me having to face myself in the mirror and follow my own category of one roadmap

Because here is the thing

If you "cringe" at ANYTHING about your positioning, offer, story, or packaging, people feel it

If you're "trying too hard" to be the same, or to be different, or to be an innovator, or to be radical 

The game changer for me was following my own formula to strip away anything I was doing that was not authentic

To create my own language, to polish my offer, my packaging, and how I show up in the world

To be uniquely Sara AKA Stara

To let go of fitting in, and to embrace standing out

Your Real Power is YOU

The quicker you embrace being uniquely you, the faster you scale, the faster you make a real impact

To find out my 5 step roadmap to unlock how you can lead as a Category Of One Join me in my Live Masterclass Next Tuesday

Link is here to sign up: https://lnkd.in/dqNVxTFy

Together we will transform our world

Love Sara

BECOME CAT OF ONE IN 30 DAYS

So excited, I just heard one of our members signed a multi billion dollar partnership... 

(90 days ago, they were treading water)

Here is my Billion Dollar Buyers Guide

That empowered them to achieve this goal (after years of trying)

Growing a business with a purpose with a founder who has a heart

Isn't easy ... Let's be real

In my Live masterclass yesterday, someone shared this

"Sara, with so many competitors today, business is hard, but your systems make it easy to stand out and scale."

Being overlooked is a real problem today for founders

And here's the thing, it's no one's fault

Buyers will love you, they just got to understand these 7 things

Sara's Billion Dollar Buyers Guide

1. Your Unique Business Hook

2. How your Offer changed your world first

3. How your Offer changes others' worlds second.

4. Why you are a must have now and forever

5. How to sell you in one sentence 

6. Who your followers are

7. Why are you the number one in what you do

This list is the game changer for 2026, to stand out, get seen, get sell in, and get sell out

Give buyers instant clarity on your unique power and purpose

Let your brilliance shine

If you'd like to know more billion dollar buyer secrets, sign up for my newsletter here:

https://lnkd.in/dsVQABvv

Together we will transform our world

Love Sara

7 BILLION DOLLAR BUYER SECRETS

Yesterday I was talking About The Importance Of Trusting Yourself

You can have the best innovation, the best business, the best purpose

But if you don't trust yourself to cross the river

You never will 

You will stop just at the edge of certainty

How do I know that?

Because that used to be me

I would put in motion a great innovation or a great system

But I would not give it time for the innovation or the great system

To cross the river to success

I would get scared, I would freak out with the uncertainty of it all 

Here is what I learnt 

What I do 

And a key system I teach our members

You want to go SLOW in the foundation you are building

Take your time building your High Impact Offer Foundation

Breathe,

Give yourself the grace to BELIEVE IN Yourself

And Honour Your Innovation that is uniquely yours, without abandoning this or copying others

From fear

And

You want to

Go FAST in Implementing without waiting to be perfect

Because you ONLY become perfect through repetition of your actions and your process

You only become perfect by doing

You don't become perfect by waiting on the sidelines

My message for today: Just Do IT

Whatever you dream of for yourself this year

Commit and Trust Yourself To Make It a Reality

Life IS Short, Make Each Day Count

Together we will transform our world

PS. If you would like more insights on how to lead an impactful life, sign up for my newsletter here:

https://lnkd.in/dsVQABvv

Founder Impact Innovator OS | The #1 Integrated Growth System for Purpose Led Entrepreneurs to Scale to $1M, $50M and Beyond as a Category Of One Business

Cross The River With Me

Hey, Sara Simmonds here. Welcome to the Impact Innovator Community.

Here is a story about Carol, one ofthe  members

Carol is an awesome ex-Harvard, Cartier Award winner, and brilliant innovator. 

Despite her credentials and working harder than anyone I know, her sales were inconsistent. 

Some months are great, others scaling felt impossible.

Sound familiar?

Using my $Billion Dollar Buyer System

In 30 days, we helped Carol close $200K in a sell-out launch. 

No massive following. 

No chasing attention.

No "Send me an email."

 Just a complete change in how we helped Carol package and optimise her offer.

How? 

I spent years as a billion-dollar buyer controlling $100M+ budgets. 

My success secret?

I chose less than 1% of what I saw. The other 99%? Filtered out. Invisible.

The formula the1% have? 

These Five things:

One: They were Category-of-One. Competition became irrelevant.

Two: One clear offer. Not five confusing ones.

Three: A movement, not just customers.

Four: Mindset mastery. Success is 90% psychology.

Five: They owned their system. No agency dependency.

Here's the truth: knowing these secrets is step one. 

Understanding HOW to implement them is step two.

That's what I break down in my free live masterclass. 

I keep it intimate, just 25 founders, so I can address your specific challenges.

If you're tired of being overlooked while others get all the attention, click below and reserve your spot.

https://lnkd.in/dqNVxTFy

See you there.

Last Night I Had Dinner With One Of My Mentors PETER SAGE And Our Awesome Friends

Peter helped me get out of my comfort zone and made me see WHY mentorship is the game changer

For every entrepreneur 

I met Peter 10 years ago

He helped me shift my mindset from being "Comfortable" playing small 

To be "Uncomfortable" with the status quo 

Here are the 5 shifts being uncomfortable changed in my life

1. I started to focus 10X more on the present - what changes I could make each moment

2. I let go of GOOP - One of Peter's favourite phrases, listening to "The Good Opinion Of Other People

3. I stopped listening to "the noise" of the media

4. I started listening to my own heart - and hearing the impact it wanted to make

5. I worked my a**s of to "DO the work" and realise my true path 

Being a top 1% mentor myself ( because I experienced the transformation in my life first)

Having a top 1% mentor changed my trajectory to live a life of meaning, impact and legacy

Because I stopped being afraid and started to show up in my unique brilliance

Imagine what having a top 1% mentor can do for yours?

Together we will transform our world

Love and Gratitude Sara

There IS A SECRET Formula To Sell Out

Today I'm sharing this formula with you LIVE

But this is not for everyone

It is ONLY for you if you're a purpose led founder

With a mission to make an IMPACT

And you are tired of waiting for a breakthrough

You are ready for a proven system to 

Get noticed by buyers

As the ONE 

Get instant buy in and instant sell out

We have had over 150 sign ups, and my team told me

We have just 3 spots left to join us LIVE today

The link is below to sign up:

https://lnkd.in/dqNVxTFy

Drop a READY below, and I will look forward to answering your questions live

How to transform your purpose, to sales, and to legacy

Together we will transform our world

Love Sara

TODAY UNLOCK THE 5 SECRETS TO BUILD YOUR LEGACY

My category of one purpose connects with people faster than AI ever will 

(If you want to scale faster in 2026 ready my 5 secrets below)

I realised in my temple last week with my community

People don't deeply connect with you through words

I mean deep like wanting to build a friendship, relationship, or sale with you

They don't connect with you through numbers

(Although great numbers are impressive)

And

They don't actually connect with you through status

(status sounds good, but it either attracts fake friendships or followers, or rubs people up the wrong way)

The Truth: In HOW people ACTUALLY connect with you

It's through the FEELING you give them when they meet you

That feeling is an inner feeling

They want to be part of your tribe

I always say to our members here at Impact Innovator OS

The fastest way to gain new business

Is to OBSESS over your Ideal Client

That's the first step

The Gold is the second step that builds the REAL connection is 

To become a Category Of One 

I have built and refined the Category Of One formula over the last decade 

The formula applies to you as a person, you as a founder, you as a brand ...

And your brand itself

People connect to people who are a Category Of One

They become drawn to you and your business and your brand

Like a magnet

So if you want to skyrocket your sustainable growth in EVERY area of your life this 2026

Across ALL your relationships, do this:-

Sara's  5 Step Category Of One Formula 

1. Unlock your unique power and embrace the real you

2. Stop burying your unique power, hiding it, or pretending it does not exist

3. Shine your unique light from your heart in all that you do

4. Show Up In Your Unique Power Consistently

5. Stop chasing and allow yourself the space and time to connect to people who truly value what you do

It's time to unleash your unique brand magnetism on the world

If you would like to find out HOW DM light below to join us

Or sign up for my live masterclass next Tuesday, where I will share the 5 secrets to stop chasing and start leading as a Category of One Founder, Brand, and Business.

https://lnkd.in/dqNVxTFy

Together, we will transform our world

Love Sara

5 STEPS TO BECOME A CAT OF ONE

Why I Never Talk About Business On Saturdays

One Reason:

We need space each day and each week to zoom out

Think about it

How much of your time do you spend zoomed in?

Hyper focused on the nitty gritty of your day?

Hyper focused on getting that result?

Here is what I learned

Results do not come from

Hyperfocusing on the goal
Obsessing over the goal
Worrying about the goal

Results come from

Hyperfocusing on your process
Obsessing over your system
Joyously expecting the realisation of your goal

Learning to Zoom out resets your mind

Taking time every day and each weekend to zoom out and get lost in nature

It's a great way to do this

Remember this

Balance is the way to win

Together we will transform our world

Love Sara

So I'm about to jump on the Closers.IO podcast, and honestly? I'm a bit nervous.

Not because I don't know my zone of genius - how to scale your unique purpose!

But because I'm walking into a room of professional salespeople... and I didn't grow up in sales.

I grew up in buying - and learning $Billion Dollar Buying Intelligence

Which is precisely why Closers.IO invited me on as their expert today

Because here's what I DO know: 

If you want to sell and scale in the world of endless competitors today

You've got to know how to become a category of one.

Here's what most people miss: Category of one isn't ONE thing you do.

It's EVERYTHING you do -

SIMPLE. Systemised and aligned into one roadmap.

That's how I close $15K to $150K deals at a 40% conversion rate.

Not through tactics. Through absolute clarity.

When you own your category, you don't compete. You convert.

The moment you become a category of one, price becomes irrelevant 

If you want the inside track on what that roadmap is, join me in my live masterclass next Tuesday. 

Link below to sign up 👇

https://lnkd.in/dqNVxTFy

Together we will transform our world

Love Sara

Most founders believe they need a louder brand, a better-looking website, or a “more unique” offer.

That’s exactly why they stay overlooked -
while less capable competitors get picked.

I’ve spent years inside billion-dollar buyer rooms, watching how real decisions actually get made.

Here’s the uncomfortable truth:

Buyers don’t choose the “best” offer.
They choose the one that aligns with five specific decision criteria most founders never see.

On January 20th at 1:00 PM EST,
I’m hosting a private masterclass where we break down all five.

No surface-level tactics.
No marketing tricks.

Just the real buyer levers that make decision-makers see you as the only obvious choice, and confidently say yes.

Here’s a preview:

Why “trying to be different” often works against you, and what top buyers actually use to decide who wins.

How purpose-led founders sell out $200K launches in 24 hours, without ads or agencies.

The two hidden mechanisms that turn unpredictable growth into sustainable momentum you own.

This is the same framework I used to approve and greenlight over $100M in buying decisions.

Founders have applied it to scale from $1M to $50M+:
→ Without bloated agencies
→ Without stacked systems, they don’t control
→ And without burning out

Seats are limited, and this won’t be made public.

Register now to unlock the private pre-training before we go live.

🔗 Save your seat: https://lnkd.in/dqNVxTFy

If you want to learn how to be the only choice in your niche

Join my Live Today in my $Billion Dollar Buyer Secrets Masterclass

If you are a founder with a burning mission inside you

To make a difference in the world, this is for YOU

Here is why

This year, we are sitting at an amazing crossroads

We are in the middle of the biggest wealth transfer in history

It is the generational wealth transfer to millennials and Gen Z 

$87 Trillion Wealth Transfer

And this generation cares about one thing more than anything

That is buying with purpose

They know that what you buy defines who you are, and your legacy

But here is the thing

Buyers are overwhelmed with choice right now

And they don't want more choice

What they want is The ONLY Choice

So if you are a Founder, Coach, or Consultant who

Is tired of being overlooked or undervalued

And want one simple roadmap to become The Only Choice

Join me today, this is not a recording, this is LIVE with me, Sara Simmonds

These secrets are making founders over $7 Figure increases to their business

So if you want this year to be the year you break through and scale

Join me today, click this link: https://lnkd.in/dqNVxTFy

Together we will transform our world

Love Sara

BECOME THE ONLY CHOICE TODAY

Ten years ago, I made myself a promise.

One day, I would walk the trails of El Chaltén, Patagonia - not as an escape, but as a reminder of why I chose this path.

Last year, I did.

That hike wasn’t just about mountains.
It was about walking the path of innovators who refused to compromise what mattered.

The one who carried me through the hardest years was Yvon Chouinard - founder of Patagonia, the billion-dollar brand that was never meant to be one.

Yvon wasn’t a businessman chasing wealth.
He was a broke mountain climber who wanted better gear.

So he taught himself blacksmithing.
Made tools for his friends.
Sold them from his car for $1.50 each.

He didn’t set out to build a unicorn.
He just refused to betray his values.

When being a purpose-led founder nearly broke me 
when every part of me wanted to quit 

I remembered his words:

“Impossible is the lamest of excuses.”

And I realised something important:

Quitting doesn’t make life easier.
It just postpones the dream.

Because dreams don’t quit.
They wait.
And they come back louder.

What stopped me from walking away was understanding this:

Everything is figurable-outable including sustainable growth.

Just as Yvon built for climbers, I spent the last 10 years building for purpose-led founders.

When there was no roadmap, I created one.
And that work became Impact Innovator OS.

So here’s the question I keep coming back to:

What would change if you realised your purpose isn’t the obstacle, it’s the path?

Most founders think they need a louder brand, a prettier website, or a “more unique” offer.

That’s why they stay invisible...
While weaker competitors get chosen.

I spent years inside billion-dollar buyer rooms watching how real decisions are made.

And here’s the uncomfortable truth:

Buyers don’t choose the “best” offer.

They choose the offer that aligns with 5 specific buyer decision criteria almost no one understands.

On January 20th at 1:00 PM EST,
I’m running a private masterclass.

We’re revealing all 5.

Not surface-level tactics.
Not marketing tricks.

The real buyer levers that make someone see you as the only obvious choice and confidently say yes.

Here’s a taste:

1. Why “being different” actually backfires, and what top buyers use instead to decide who wins the deal.

2. How certain purpose-led founders sell out $200K launches in 24 hours with zero ads or agencies.

3. The 2 hidden mechanisms that turn random growth into sustainable momentum you actually own.

This is the same playbook I used to approve and greenlight over $100M in buying decisions.

Founders have used these frameworks to scale from $1M to $50M+:

→ Without hiring bloated agencies,
→ Without stacking systems they don’t control,
→ And without burning out.

Seats are limited.
This masterclass will not be public.

Register now to unlock the private pre-video series before we go live.

Save your seat: https://lnkd.in/dqNVxTFy

Krystal Lopez, Gabriela Longhi and 31 other attendees

5 Billion-Dollar Buyer Secrets Masterclass | Make Customers Choose YOU!

Have you started the New Year trying to fix your brand, your website, or your offer, thinking that’s why sales feel slow?

That’s exactly why most founders get overlooked while weaker competitors close faster.

After years inside billion-dollar buyer rooms, here’s the real truth:

Buyers don’t choose the best offer.

They choose the one that activates 5 specific psychological switches.

We’re going live TOMORROW

📅 January 6 at 12 PM CST

We’re excited to have you tomorrow for this private masterclass, where I’ll break down exactly what those switches are and how to use them to make buyers say yes, fast.

No fluff.

No theory.

Just real decision-making levers.

153 founders already registered

Only 7 spots left

Start your year with the skills that actually drive revenue.

Book your seat here: https://lnkd.in/dqNVxTFy

How I Sold A Billionaire a 50K Offer in 7 days (using my buyer intelligence framework) 

I was talking to one of my team members the other day, explaining my buyer intelligence framework

That I teach Founders

Sara's 5 steps in Sustainable scale

1. Transform to a Category Of One
2. Focus on what you deliver that is a High Impact Offer
3, Implement a Social Selling Game Plan
4. Build a "Real Power Is You" Mindset
5. Stemise everything

And we got talking about step 3 Implement a Social Selling Game Plan

The first time I used this method, I built a $300K launch from scratch

The second time, I sold a Billionaire a $50K High Impact Offer in 7 days

The secret sauce of HOW I did that - I will reveal in my LIVE Masterclass Next TUESDAY

If you want to lift the veil on digital marketing, that is so simple that anyone can do this

And on what buyers really want to buy today to close 5, 6, and 7 figure deals

Join me LIVE:

https://lnkd.in/dqNVxTFy

Link Below to Sign UP

If you want to transform your business in the next 24 hrs read this 

The problem today is this

No one needs more or wants more; they want less

They want:-

The Founder that is a category of one

The Coach who has a proven system

The Consultant who is a game changer

And they want to know 

How are you category of one

What your proven system delivers

And how you are a game changer

In less than 5 seconds

If you can't deliver, you're losing out to the founders who can

To find out how you can stop blending in and start leading as a category of one

Join me live tomorrow in my free masterclass. 

The link is here to sign up (Only 25 spots)

https://lnkd.in/dqNVxTFy

Trustpilot Reviews

⏳ Two days to go.

Most founders think they need a louder brand, a better-looking website, or a more “unique” offer.

That belief is why they stay invisible -
while objectively weaker competitors keep getting chosen.

After years inside billion-dollar buying rooms, I can tell you the real reason:

Buyers don’t choose the best offer.
They choose the offer that aligns with a small set of buyer decision criteria most founders never see.

This Sunday at 12:00 PM EST, I’m hosting a private masterclass where I break down all five.

No surface-level tactics.
No marketing hacks.

Just the real buyer levers that make someone see you as the obvious choice and confidently say yes.

What we’ll cover:

Why “being different” often backfires and what top buyers actually use to decide who wins

How purpose-led founders quietly sell out $200K launches in 24 hours without ads or agencies

The two hidden mechanisms that turn random growth into momentum you actually own

This is the same framework I used to approve $100M+ buying decisions.

Founders using it have scaled from $1M to $50M+
without bloated agencies, tool overload, or burnout.

⚠️ Limited to 25 business owners. Not public.

👉 Save your seat before doors close: https://lnkd.in/dqNVxTFy

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The Battle

Cameron Kinloch

Sara Simmonds

Followers

Posts

Engagements

Likes

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