Why Waking Giants?

Because we believe in the potential of purposeful leaders and their impact on the world.

Grant Difford - Waking Giants


Over the last 12 years I have been at the mercy of the usual myths and paradigms of running a business, the way you are supposed to run a business.

Staff, cashflow, family stresses, you name it, I’ve been there, and like many lone business owners, there have been moments that I wanted to quit!

Then came the pandemic and I certainly wasn’t prepared but like most. I had to change, the business had to change, and the market needed to understand who we were.

The result, we had a record year. But at a cost. Family, health, and motivation all took a kicking.

But then the next year was the rocket ship. I finally found the business and space I had been looking for. I found meaning and I found out what business I was supposed to be in.

For most of my career I had been on the fringes of high-level leadership and strategy, but it was more like a passion than my job, the time came that it became a reality.

The change – 500% growth in profit, totally new client base, clients around the world, I finally found meaning in my work.

The original vision of Waking Giants was realized (Lucky I have patience). My passion was always to help people get the best out of themselves.

Specifically The Lone Leader. The incredible optimist that runs a business(s) daily alone, with the burden of all the challenges, the fears, and the courage.

In 2022 I worked myself to the bone and finally it happened, I pushed too hard. Burned out, but I lied to myself that it was just tiredness. Weeks later a cancer diagnosis and surgery. Life became very dark and my vision for my life and business became blurred.

This was the moment that I allowed myself to find the space to dig into what life needed to be for the next 20 years.

More creativity, more action, more focus, more space to allow thew cool shit to happen. All things that we sacrifice as leaders and business owners, for what?

My life now? Cheerleader and coach for The Lone Leader. Less but better.

Waking Giants is creating a world of conscious leaders – people who get up every morning knowing WHY they do what they do and EXECUTE relentlessly

Developing capabilities and supporting The Lone Leader

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Leadership and Strategy

Our Mission.

To make leadership and strategy simple.

A bold mission you may think, but it’s not as silly as it sounds. If we have great leaders with a clear and focused strategy, then it all becomes easier.

How do we make leadership simple – we teach you how build your business on a sense of purpose and build a strong, positive culture.

How do we make strategy simple – we teach you to do less. Don’t try and do everything, but do those few things extremely well.

Our Values.

Our values drive the behaviours we encourage from ourselves and our clients. They are rules that we hold ourselves accountable for each day without fail.

Make It Happen

Talk is cheap, get it done.

Grow together

To grow together we must be aware and be of service.

Ditch the baggage

What got us here won’t get us where we are going.