Penguin Publishing Group

Forthcoming book tentatively called "CheatCodes" decoding the mental frameworks and hacks to win at life & business.

I call it Cheatcodes because life is a game and understanding different ways to think about challenges and opportunities will get you to your end goal faster and better.

Slated as one of Penguin's Flagship books in 2025.

Author

Legon Capital

Investing millions into alternative assets - including avocados, maize, bran & bananas from Africa + South America.
Probably responsible for the avocado on toast you had recently.

Lots of fun!

Principal

Legon Ventures

Legon Ventures is my holding company which involves:

M&A advisory work
Public Speaking 
Consulting

Founder 

Fanbytes by Brainlabs

- Started this as a 21 year old in university with two cofounders.
- Grew the team to 80 people within 5 years working with the world's biggest brands like Nike, Samsung and U.K. Government.
- Acquired by global marketing company Brainlabs in May 2022 in a multi-8 figure deal.

CEO + Cofounder

Failed businesses

Tried a bunch of businesses which didn't work.

Giverr - a social commerce business. Raised money from investors. Failed because I wasn't techy enough.

Bandzie - a way for artists to monetise their fans. Raised money from investors. Failed because wasn't really solving a problem.

Doodlar - an easy way for non profits to raise money. Failed because I didn't know how to sell properly.

Chief Failure Officer

Bar Pass Limited

-- In an attempt to learn more about how startups work from an employee perspective I joined Bar Pass a mobile ordering app.
--Worked closely with the small team and did everything from marketing to competitive analysis and was part of the team getting on to the Microsoft Ventures Accelerator.
--Great team and especially great founders.

Left due to having raised investment for a startup.

Business Development

EntrepreneurExpress

My first company acquired at 17.  Acquired by Horizon Media.

An online business publication introducing me to the world of advertising and how to drive traffic.

Interviewed people like Richard Branson, Alan Sugar and James Caan on the content side and struck large ad deals with programmatic ad networks to monetise.

Pretty much did everything from writing to sales to marketing.

Sold company after 11 months in a small 6 figure deal. 

Taught me that you could just create your own reality. I was hooked.

A crash course to the wonderful world of advertising and social media.

Co-Founder/Editor in Chief

Alpha Tutoring

Started this to win a bet at 14. Grew the company to 65 tutors in 6 weeks with a clientele in all corners of London. 

A great experience!

Founder

Sold biz for 8 figures at 27 | Global Speaker | Entrepreneur | Sharing lessons learned

At 21 years old, I started Fanbytes to help brands reach a young audience on social media.

Within 5 years, it grew to a team of 75 people working with brands like Estee Lauder, Deliveroo, Samsung and even the UK Government.

In May 2022, at 27 years old I announced that Fanbytes was acquired by global digital powerhouse Brainlabs in a landmark 8 figure deal for the industry.

Been a hell of a ride!

To all my people pleasers.

Stop needing validation from everyone.

Hold tight to your beliefs and if someone else doesn’t agree, tough…

You’re not meant to be liked by everyone.

Remember if you’re everyone’s cup of tea, you’re a mug.

Here’s how to stop:

→ Know your values
If integrity and transparency are your top values, decline opportunities or partnerships that pressure you to compromise them.

→ Set boundaries
Block specific time slots on your calendar for deep work, and make it clear that you’re unavailable during those periods.

→ Say no when necessary
Decline meetings that don't serve your goals. Instead, delegate them or suggest email follow-ups.

→ Surround yourself with the right people
Collaborate with clients, partners, and employees who align with your vision and respect your boundaries.

→ Embrace imperfection
Not every decision will please everyone. Announce changes confidently and focus on progress over perfection.

Prioritize what matters—and let go of the rest.

Follow Timothy Armoo for more leadership, growth, and business advice

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Timothy Armoo

This Nigerian founder bought Gatwick Airport, turned down Warren Buffett, and sold his company for 12.5 BILLION.

Here’s the remarkable story of Adebayo Ogunlesi.

After completing his education in Lagos, Adebayo went on to study at Oxford University, followed by Harvard Law and Business School, eventually becoming a prominent investment banker at Credit Suisse.

After two decades in the industry, Warren Buffett invited Adebayo to Nebraska to explore a potential investment opportunity. 

But Adebayo said no.

It was clear he needed a new challenge, so he launched GIP (Global Infrastructure Partners)—a private equity fund backed by his network from Credit Suisse, with an initial value of £4 billion.

That’s when the real journey began:

→ In 2006, GIP acquired London City Airport for £760 million and later sold it for £2 billion.

→ In 2009, they bought Gatwick Airport for £1.5 billion.

→ By 2012, they added Edinburgh Airport for £807 million.

Fast forward 12 years, and Adebayo has now sold GIP—along with its airport portfolio—to BlackRock for over £10 BILLION, securing his place as a billionaire.

From humble beginnings in Nigeria to one of the most influential money managers in the world, Adebayo Ogunlesi’s story is nothing short of extraordinary.

With a net worth of £2.3 billion, he’s become an icon for African and global entrepreneurs alike, proving that bold decisions and unwavering vision can lead to unprecedented success.

What a journey.

Well done, Adebayo!

To all my leaders & managers, this one is for you.

Getting angry at people for making mistakes doesn’t teach them not to make mistakes. It teaches them to start hiding mistakes.

Yes, you want to push the team toward excellence—raise the bar and avoid future mistakes.

But instead, all you do is make them fearful of sharing mistakes.

Which leads to less collaboration.

Which leads to more mistakes.

The lesson here…

If there are no mistakes made, there is no learning. 

And if there is no learning, you don’t grow.

Be the leader that helps your team grow, not the one who makes them hide.

If you want more genuine entrepreneur lessons, follow me Timothy Armoo.

WHY NOT YOU!?

Every "successful person" was at some point a beginner.

The key is to start small and build momentum. Here are ways to start small 👇👇

1. PUT YOURSELF IN UNFAMILIAR SPACES

👉 Join New Circles: Attend meet-ups in industries or areas you're curious about.

👉 Volunteer for Unfamiliar Projects: Take on tasks outside your usual expertise. Growth happens in the stretch.

2. STEP INTO THE SPOTLIGHT

Public speaking transforms your confidence. The more you do it, the more you grow.

👉 Join a Speaking Group: Organizations like Toastmasters are great for honing your skills and receiving feedback.

👉 Start Small: Volunteer to speak at smaller events, then gradually scale up as your confidence grows.

3. START A SIDE HUSTLE

You don’t need to start a full-blown business. You just need to know how to ask people for money.

👉 Sell something online. eBay + Amazon are your best friends.

👉 Send a cold email to a potential customer. You never know what might happen.

You’ll never be fully "ready" to start.

There will never be perfect conditions.

You create the right conditions by starting.

“A child who does not travel, thinks their mama is the best cook” 🤔

This African proverb is a reminder: you don’t grow by staying comfortable.

When you stick to the same approach, it’s like sticking to one recipe while there’s a whole world of flavours to explore. 

Real growth comes when you’re willing to:
 → step out
 → stack new skills
 → keep pushing the limits.

That’s when you embark on your skill-stacking journey.

The Skill-Stacking Journey:

👉 Mama’s Cooking (Limited Perspective)

At first, it feels like your way is the best—until you step outside and realize how much you don’t know. Sticking to the familiar just keeps you in a narrow view.

👉 Tasting New Flavours (Realization)

Exposure to new ideas shows you how much more there is to learn. Every skill you add expands your foundation and broadens your perspective.

👉 Trying New Recipes (Practice & Experimentation)

As you get your hands dirty, you start combining skills in new ways. This isn’t about following a recipe; it’s about creating your own.

👉 Becoming the Master Chef (Mastery)

At this stage, you’re not just stacking skills—you’re blending them naturally. Mastery comes when you can pull from all your experiences and create something truly unique.

Don’t let comfort hold you back!

True skill stacking is about making yourself 1% better every day, picking up new perspectives and fresh tools along the way.

What’s the next skill you’re adding to your stack? 👊

_________

Repost to empower your network to learn something new ♻️

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This African saying perfectly explains how people hold themselves back.

Here’s what it means:

A cat and a lion are both felines, but they move through life very differently.

The cat might survive on scraps—small wins, fleeting pleasures, easy habits. 

But the lion hunts with precision. 

To grow into something greater, you can’t hold on to the behaviours, mindsets, or comforts that served the smaller version of yourself.

The rats in your life could be anything that keep you playing small: 

→ Bad habits that drain your potential
→  Toxic relationships that stunt your growth
→ Limiting beliefs that box you in
→  Comfortable routines that numb ambition
→ Chasing every opportunity instead of the right ones
→ Saying yes to what feels safe at the cost of what’s possible

Lions don’t waste their time chasing what doesn’t nourish them. Neither should you.

So, ask yourself:

What are the “rats” in your life?
What small comforts or habits are holding you back from becoming the lion you aspire to be?

You can’t step into your fullest potential while clinging to what’s easy.

Growth requires letting go, even when it’s uncomfortable. 

It's time to hunt for something bigger.

♻️ Repost to empower your network! ♻️

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Stop hiring new people. Start growing your current people.

This is a wake-up call to give that employee a chance.

In a recent coaching call, a founder revealed he had fired his Head Of Marketing.

For 3 months, he had been trying to find a new one to manage his team.

But here’s the weird thing…

His business was growing very well without one.

His existing marketing team understood the business and was generating leads even without a “head”

But because he had fired an old marketing head, he felt he had to replace him.

Truth is he had never given his team the opportunity to grow and be great.

He assumed the answer was always from OUTSIDE as opposed to INSIDE his company.

So we decided that rather than hiring someone to lead, he could promote someone from his team.

It was hard because none of them had management experience.

They didn’t fix the textbook on what a “Head of Marketing” was.

But after some convincing he did.

3 months after they had their best-ever quarter.

To all my leaders, sometimes that magic bullet you’re looking for…is already in your team.

Give them a chance.


Hi! 👋 For more insightful business tips like this, follow me Timothy Armoo. 

You can also subscribe to my newsletter for more weekly nuggets at https://lnkd.in/e96t-RkW.

To everyone who grew up in a council estate and fought their way out…

Take a moment. 

Look at how far you've come.

Your story may not be on billboards yet, but the journey is what matters.

And you're living proof that it’s possible.

Keep going.

From one who made it out too.

Timo.

4 years ago, I was officially diagnosed with ADHD.

It didn’t come as a surprise to me, my family has an interesting history with mental health. 

So I went on a practical journey to make sure I wasn’t controlled by these random 4 letters. 

Here are 5 ways I achieved laser focus. 👇 

1. Say what you’re going to do out loud!

Before I did a task, I would say out loud my intention and the time I gave it.

”In the next 20 mins, I am going to have finished reading this report”

It was my way of telling my brain, this is what it’s meant to focus on.

2. Get a silent friend.

I would meet up with a friend and just sit and get work done.

If I couldn’t, I’d video call using something like Focus Mate and just have another person on screen working with me too.

You tend to perform better when you feel someone is around.

3. Use 1 tab.

I used to suffer from the “Curse of a Billion Tabs”.

I’d start working and suddenly be on my 13th tab reading something unnecessary.

To solve this, I only had 1 tab open at any time.

This made work slightly slower but way more effective.

4. You are not your thoughts.

You can’t fight your random thoughts. Everyone has them.

But you can choose to act on them.

Anytime I had random thoughts of something else I should be doing, i’d say 

“I choose not to act on that”

In doing this, you’re reinforcing your identity as someone who can’t be easily distracted.

5. Create a focus environment.

A distracted space is a distracted mind.

I made sure all my work areas were exceptionally clean meaning all I had to do was the work.

The only thing on the table should be whatever you need to get work done.

Unfortunately, ADHD is a phrase thrown around a lot but for those who genuinely do have it, I hope some of my methods can help you win the day.

If you think this helps you or someone you love, share this with them and follow me, Timothy Armoo, for more. ♻️ 

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10 behaviours of top-performing employees and how to adopt them:

If you want to stand out and excel in your role, these are the habits you need to cultivate:

1/ Listen before you speak.

Repeat back what you hear before responding.
This shows respect and ensures clarity.

2/ Own your mistakes.

Accountability isn’t optional.
When things go wrong, own it—and then fix it.

3/ Be solution-oriented.

Don’t show up with problems—come up with solutions.
Managers value those who think one step ahead.

4/ Be resourceful.

Learn to use what's around you to overcome obstacles. 
It's not about having more but doing more with what you have.

5/ Take the initiative.

Instead of waiting for things to happen, anticipate challenges and always aim to be two steps ahead.

6/ Stay open-minded

Be flexible in your thinking.
If new data emerges, don’t double down—adapt.

7/ Embrace humility.

Top performers aren’t afraid to admit when they’re wrong.
Take feedback seriously and learn from it.

8/ Keep upskilling.

The best never stop learning.
Find new skills to master, especially those that future-proof your career.

9/ Always Prioritize
When you prioritize you invest your energy in high-value areas.
Focus on what truly matters and let go of the unnecessary tasks.

10/ Turn Up Every Day
Show up, even when it’s tough, and keep building momentum.
Consistency will compound your efforts into long-term success.

Top performance isn’t reserved for a select few.
It’s something you can do every single day.

Ready to level up?

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"You learn how to cut trees by cutting them." - African proverb

You can read all the books, attend all the seminars, and make all the plans, but true learning comes from action.

In business, it’s not enough to sit on ideas or strategies. 

Action over theory is what drives growth. 

You learn by doing, making mistakes, and adjusting along the way.

The best entrepreneurs don’t wait for the perfect plan—they get started, learn from experience, and keep moving forward.

So, stop overthinking. 

Start cutting.

Agree?

_______________________

Repost to inspire your network ♻️

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"Failure isn't fatal, but failure to change might be.” - Oprah Winfrey

If you fear failure you need to read this:

→ You’ll probably fail on your first sales call.

→ You’ll probably fail on your first investment pitch.

→ You’ll probably fail on your first coding project.

→ You’ll probably fail on your first blog post.

→ You’ll probably fail on your first podcast episode.

→ You’ll probably fail on your first public speaking engagement.

The good news?

Failure doesn’t define you. Not trying does.

So, take a deep breath and try again.

Agree?

♻️ Repost this to help your network! ♻️

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Atomic Habits is one of the best self-help books you’ll ever read.

I broke down the most successful takeaways from the book (in case you forgot/ haven’t read the book yet).

1. The Habit Loop: Build Habits That Last.

- Cue: Make it obvious. Use clear signals to trigger your habit (e.g., placing a book on your pillow to remind you to read).

- Craving: Make it attractive. Pair your habit with something enjoyable, like listening to music during workouts.

- Response: Make it easy. Start small with the 2-Minute Rule—any habit can begin with just two minutes.

- Reward: Make it satisfying. Track your progress or reward yourself to reinforce the habit.

2. Identity-Based Habits: Be the Person You Aspire to Be.

- Shift from outcome goals (e.g., “lose weight”) to identity goals (e.g., “I am a healthy person”).

- Each small action reinforces this identity, making it easier to stick with habits aligned with who you want to become.

3. Break Bad Habits with Inversion.

- Make It Invisible: Remove triggers (e.g., keep your phone out of reach).

- Make It Unattractive: Focus on the long-term benefits of avoiding the habit.

- Make It Difficult: Add steps to increase friction (e.g., delete distracting apps).

- Make It Unsatisfying: Use accountability partners or penalties to discourage the habit.

These principles helped shift me from a distraction-driven 25-year-old to building and selling companies for millions by 27.

I hope this visual helps you break through procrastination paralysis.

If you’re someone who wants to read more books but never has the time, join my newsletter - Cheatcodes - and I’ll send this to you.

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When I was growing up, I had a terrible stutter.

It caused me to fear and avoid almost all social situations.

• I would avoid speaking to anyone I didn't know.
• I would hate for teachers to call on me in school.

By the time I was 15 my stutter was begging to hold me back.

I decided I wouldn't let a speech impediment define my future.

That’s when I entered a public speaking competition called Jack Petchey.

• I practiced my speech everyday in the mirror.
• Determined to give the talk perfectly to the last word.

I won that competition

I felt like a new person. I realised I could actually speak confidently.

From that day forward I practiced my speaking skills every single day.

I would kept practicing by speaking aloud in the mirror.
I would go out purposefully to start conversations with strangers.

I kept this up almost every single day for 10+ years.

Now I’m 30.

I’ve spoke at events alongside incredible people like the founders of Netflix, Sheryl Sandberg and political leaders across the globe.

I get paid tens of thousands of pounds to give talks at events.

15 year old me, would have never comprehended such things.

My point?

There are things in your life that you see as weakness.

Maybe they are things you can’t control or bad habits you’ve picked up.

• Do not let them defeat you.
• Do not let them define you.

Instead, wrestle with them and bend them to be your strengths.

At the very least, make them part of your victory speech.

♻️Repost this to inspire others.

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I don’t set goals.

They are not as powerful as many lead you to believe.

Here’s why:

Recently, I was coaching a founder who had a goal of reaching $11m this year in revenue.

But halfway through the year, he realised they’d actually do $8m.
(Not bad but short of the $11m goal he had set in January).

He let the fact he hadn't achieved this goal eat at him and make him miserable. 

It reminded me of the danger of goal setting in a business.

Goals sound important. In fact they sound like what you should do.
But a more important thing is actually the process.

Let's say you wanted to make 1m a year.
→ That’s $250k per quarter. 

Typically you might then look at your quarterly goals, add them, and then see how you compare.

This sounds good but the truth is it’s kinda uncontrollable.

A better thing to do would be to ask: 
What’s the process we need to run in order to hit our goal?

• How many calls?
• How many emails?
• How many events & people do we need to speak to?

In other words, what can I truly control and how many of those things do I need to do?

So how do you create a process?

One is top-down:

Where you say something like “We need to hit £1m, how many sales calls and emails do we need to send?”

The other is bottom-up: 

Where you take a given process (your existing sales process which includes how many salespeople you have, and how many calls they can do) and then assess how much output that process can give.

Choose either of these.

I’ve seen a lot of people get really motivated around the goal and not motivated around the process.

But the process really is where the magic happens.

Immigrants are the best.

You mean to tell me that you:

→ Were born in a different country.

→ Were judged because of your accent.

→ Grew up in a family that had to work extra hard for everything.

 → Took exams and wrote essays in your second language.

→ Navigated challenges most people don’t even think about.

→ Juggled school with part-time jobs to make ends meet.

→ Hustled your way into opportunities, knocking down doors when no one was opening them.

→ Took risks when the odds were stacked against you.

As a fellow immigrant, I salute you all. 

Be proud of how far you've come.

— 

Follow me, Timothy Armoo, for more content like this.

👇9 frustrating realities of entrepreneurship 👇

(From someone who has failed 5 business)

1. People will let you down.
2. It takes longer than you think.
3. You will have to sacrifice a lot.
4. Your first few ideas will probably fail.
5. There is zero balance at the beginning.
6. You will have to change as a person over time.
7. You’ll make shocking hires thinking they’re great.
8. You’re not as smart as you think, and that’s okay.
9. You’ll be up at 4 am more times than you can count.

I had to go through these harsh lessons to eventually sell a company at 27 in an 8-figure deal.

If you’re an aspiring entrepreneur, I hope at least one of these speaks to you.

If this resonates, repost and help another entrepreneur out.

To read more lessons from an exited founder, join my newsletter Cheatcodes to discover the untold secrets of running a successful company.

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What everyone must know about fear:

Fear is simply a sign that you’re about to grow.  

New challenges always feel daunting.

Taking leaps feels risky.

But staying stuck in the same place, wondering "what if”, is way riskier.

In my experience, the things that make you the most nervous—the ones that bring doubt or make you worry about what others might think—are usually the things you have to do.

You’ll never regret giving it a shot.

All the moments I’m proudest of started with fear.

Tag someone who needs to hear this today.

And follow me, Timothy Armoo, for more leadership & development tips!

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A complete summary of How To Win Friends And Influence People.

(in case you haven’t read it yet).

Master these principles, and you’ll start building connections that go beyond surface-level networking:

➡️ Become Genuinely Interested in Other People.

Show sincere curiosity in others—ask questions, listen actively, and make people feel valued. People appreciate those who take a real interest in them.

➡️ Smile.

Simple but powerful. A smile communicates warmth and openness, breaking down social barriers and creating a positive atmosphere.

➡️ Remember Names.

People love hearing their name—it’s a subtle but strong way to personalize your interactions and make people feel seen and respected.

➡️ Be a Good Listener.

Encourage others to talk about themselves. Listening is one of the most underrated skills; it shows respect and helps you understand what truly matters to them.

➡️ Talk in Terms of the Other Person's Interests.

Frame your message to resonate with the other person’s needs, values, and goals. People are naturally drawn to conversations that involve their passions.

➡️ Make the Other Person Feel Important—and Do It Sincerely.

Give genuine praise and recognize achievements. When people feel valued, they’re more likely to connect and reciprocate.

These principles transformed how I approach networking, allowing me to build meaningful relationships and a strong support system.

If you want to master networking but you’re short on time, join my newsletter Cheatcodes to receive weekly tips, lessons, and frameworks.

Subscribe here to join over 15,000 people mastering the art of networking.
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P.S.A to all friends of entrepreneurs:

Instead of buying them a gift, buy their product.

Share it on your social media.

Entrepreneurs don’t need more clutter.

They need more belief.

Show them you believe in them. 

Tag your entrepreneur friends below to show them your support 👇

I share leadership, growth, and business advice for free in my newsletter.

👉 Join 10K leaders reading my free newsletter CheatCodes→ https://lnkd.in/e96t-RkW

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