The Playbook  ·  Free  ·  Weekly

The thinking that separates elite leaders from everyone else.

Scaling a business and burning out usually come as a package. They don't have to. Every week: how to grow the company without breaking the person running it, plus what's working inside our community of founders and CEOs.

Performance·
Recovery·
Leadership Under Pressure·
High-Performance Teams·
Sleep & Judgement·
The Operator Mindset·
Scaling Without Breaking·
Decision-Making·
Mental Edge·
Founder Psychology·
Growth Strategy·
Cognitive Load·
Performance·
Recovery·
Leadership Under Pressure·
High-Performance Teams·
Scaling Without Breaking·
Decision-Making·
Mental Edge·
Founder Psychology·
Growth Strategy·
Cognitive Load·

"I am so so down to read this newsletter! I'm always looking for ways to improve my skills in this area and there's no better man to learn from than Alex!"

Alessio Esposito, Founder & CEO, GMGN Labs
What founders say

We earn our place in your inbox.

"I don't remember the last time I took so many notes. The Playbook gives me so many good ideas to implement every single week."

Felix RobinsonFounder & CEO, Pet Trust UK

"So much great content, analogies, quotes and simple ideas to execute to sharpen your effectiveness, leadership skills and life. Alex has such a likeable engaging style too. And he’s not paid me to say this!!"

Adam Posner
Markets Associate Director, KPMG

“Hey Alex, a note to say that your newsletters are really great - easy to understand, easy to action and a great balance of scientific studies & learning from leaders. Love it, and I look forward to many more!”

Rosie CookCPO, Safety Kleen
What's inside

Four things. Every week. Under five minutes.

The Playbook covers the four quadrants that compound into a high-performing founder: mind, body, business, and team. Specific, applicable ideas, not summaries of books you already half-read.

01
The Body

Physical performance

Sleep, recovery, movement and VO2 max. What elite athletes do that most founders ignore, and why the gap shows in your decision-making by 3pm every day.

02
The Mind

Mental performance

Cognitive performance, stress regulation, and the habits that keep your thinking sharp when the business is running hot. Borrowed from sports psychology, applied to the boardroom.

03
The Business

Business performance 

The frameworks, the debates and the honest takeaways from inside the membership. What the best founders & CEOs are working through, distilled into one principle you can use this week.

04
The Team

Team performance

A-players, culture, accountability. The team work that scales the business past the founder's personal ceiling. One hire, one standard, one conversation at a time.

Alex, founder of Tomorrow's Potential
Written by

I write every issue myself.

I scaled Social Chain, went through the THG IPO, and now run Tomorrow's Potential. I've lived the warrior setting from the inside: the all-hours sprint that never switches off, the decisions made on empty, the moment you realise the body has been keeping the score the whole time.

The Playbook is what I wish I'd been reading a decade earlier. Not a business book summary. Not a hot-take thread. A weekly letter from someone who's been in the room and is still in it.

Social Chain THG IPO Apple KPMG L'Oréal Mars
Alex
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The thinking behind Tomorrow's Potential.
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Performance. Growth. People. Staying upright while you scale. One email, every Monday. The best idea from the week, ready to use.

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Questions

Everything you need to know.

What actually is The Playbook?

One email, every Monday. The single best idea from the week at the intersection of performance, growth and leadership, written so you can read it in under five minutes and use it the same day.

How often will I hear from you?

Once a week. That is it. I am not going to clog your inbox or sell your details. One issue lands every Monday and nothing else.

Is it really free?

Completely free, forever. No paywall, no upsell buried in the footer. If it stops being worth your five minutes, you unsubscribe in one click.

Who writes it?

I do, every single issue. No ghostwriter, no content team. It is the same thinking I use with the founders and leadership teams I work with directly.

What if I want out?

There is an unsubscribe link at the bottom of every email and it works instantly. No hoops, no guilt trip. But I do not think you will need it.