Why discipline beats talent in business
Our partners ActionCOACH reveal how discipline is key to achieving your business ambitions
Jared Wilson didn’t set out to be a business owner. He just refused to quit.
At 18, Jared was a professional footballer signed to Birmingham City. By 21, after a series of injuries, he was out of the game with no plan, no income, and no idea what was next.
Today, he runs a fast-growing workwear business with 15+ staff and a multi-million-pound turnover. His company won Best Customer Service at ActionCOACH’s BizX 2025, and he's quick to credit one thing above all – discipline.
Watch the podcast below, or read on, to see how discipline set Jared up for success.
Here’s what Jared figured out fast:
- hard work might get you started
- discipline is what keeps you in the game.
He gets straight to the point and knows how important it is to have healthy habits in business. ‘Discipline is doing what you said you’d do, even when you don’t feel like doing it.’ That meant rewriting his morning routine, tackling the hardest tasks first, and staying laser-focused on what actually moves the business forward. He built systems, hired smart and reinvented how workwear businesses show up online. At one point, he was either understaffed or overstaffed, never perfectly balanced. That’s when he stopped trying to wear every hat and started acting like a real CEO.
What made the million-pound difference?
Two words: marketing obsession. He didn’t just run ads. He ran the numbers, tracked everything. Found what worked, and doubled down, fast. He worked closely with a niche marketing agency. Then hired a full-time videographer in-house. Why? Because attention is the game. And speed wins. He didn't wait for perfect. He published, posted and showed up. That’s how you go from ‘unknown’ to ‘undeniable.’
The coaching secret
Jared credits ActionCOACH with helping him shift his mindset, systemise the chaos, and unlock real leadership.
He now gives his team what most business owners don’t:
- belief
- opportunity
- accountability.
Every team member has a clear KPI. Every system gets tested under pressure. Every setback becomes fuel.
So, what are the big lessons in Jared’s story?
You don’t need to have it all figured out. You just need to start showing up like the business owner your future demands.
Next steps
ActionCOACH specialise in coaching that could help you achieve your business ambitions. Santander customers can claim a free initial session with an ActionCOACH business growth specialist.