The Purpose-Led Leadership Podcast

Ep 99: How Roheel Ahmad Bootstrapped a £25M Business... Then Bet It All on AI

In this powerhouse episode of the Purpose-Led Leadership Podcast, I sit down with Roheel Ahmad, co-founder of Forsyth Barnes and the visionary behind Imagine AI - a cutting-edge recruitment technology built to disrupt the traditional CRM/ATS space.
From humble beginnings and being sacked from his first job, to scaling a bootstrapped global recruitment business with £100M+ in total turnover, Roheel opens up about the grit, growth, and game-changing mindset that got him there. Now, he’s taking his biggest risk yet: investing over £1.2M into a new AI-driven startup aiming to redefine operational efficiency in recruitment.
This episode explores the journey from startup to scale, the realities of leadership, fatherhood, mental fitness, and how to stay grounded while building a legacy.
Whether you’re a recruitment founder, tech entrepreneur, or business leader looking to scale smarter, this candid conversation is packed with wisdom, strategy, and actionable insight.
In this episode, you will hear about:
Roheel’s rise from rejection to recruitment success
Building Forsyth Barnes from scratch to £25M+ turnover
Why Roheel’s betting on Imagine AI to reshape recruitment
The mental fitness and discipline behind high-performance leadership
Mistakes, failures, and lessons from the front lines
Balancing business and family life as a founder
How real leaders navigate culture, growth, and change
The future of recruitment: AI, relationships, and impact
This episode is ideal for:
Recruitment professionals, agency owners, SaaS founders, scale-up entrepreneurs, tech investors, business leaders, AI innovators, and anyone passionate about high-performance culture, startup resilience, and leadership with purpose.Connect with today’s amazing guest Roheel Ahmad via LinkedIn https://www.linkedin.com/in/roheelahmad/
Connect with me across social media:
LinkedIn - https://www.linkedin.com/in/itschrisoconnell/   
Twitter - https://twitter.com/ChrisOConnell11 
Instagram - https://www.instagram.com/chrisoconnellcoach/ 
TikTok - https://www.instagram.com/chrisoconnellcoach/ 
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w 
Basemindset website - https://basemindset.com/ 
Pre-order my new book - https://access.basemindset.com/pre-order 
About the show: The Purpose-Led Leadership Podcast is the place that helps you communicate, engage and lead with purpose. We lift the lid on what it takes to be a great leader and our guests share tips, principles, wins and failures that will educate and inspire you to lead your own team and business with purpose.

Ep 98: The Power of Control in Recruitment with Jeremy Snell

The Power of Control in Recruitment with Jeremy Snell
Is recruitment broken—or just in desperate need of a mindset shift?
In this episode, we dive into the evolving world of recruitment with Jeremy Snell, creator of the 4D Recruitment Method, who’s redefining how we approach candidates, communication, and culture in the industry.
Jeremy shares his unique framework for human-centric hiring, highlighting the urgent need to treat candidates as people, not transactions—and how that shift can unlock better results for recruiters and employers alike.
Jeremy also discusses the need for balance and wellbeing in a demanding work environment, and how he has found his own life harmony by starting a farm.
Whatever your experience level in the recruitment game this conversation is packed with insightful, practical strategies to future-proof your recruitment game.
Tune in and discover how better life harmony could change everything.
“You are what you think and what you can create.” – Jeremy Snell
 
You'll hear about:
✅ Why empathy, follow-up, and psychological insight are now recruitment superpowers✅ The impact of tech, communication, and business development on agency success✅ Productivity metrics that matter—and how to keep fun and wellbeing in the process✅ A fresh take on building balance and life harmony in the high-pressure world of recruitment
 
Jeremy's resources:
 
LinkedIn - https://www.linkedin.com/in/recruitmentsalestraining/
4D Recruitment Method - https://4drecruitmentmethod.com/
Rookie 2 Recruiter - https://rookie2recruiter.com/
Zero Entropy Networks - https://zeroentropynetworks.com/
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/
 
Pre-order my new book - https://access.basemindset.com/pre-order

Ep 97: Ending Career Misery: The Future of Recruitment with Andrew MacAskill

What if your job isn’t the problem—but your mindset is?
In a world where unfulfilling careers are the norm, Andrew MacAskill is on a mission to end career-based misery—and reshape how we think about leadership, recruitment, and purpose at work.
In this episode, Andrew joins me to tackle the real challenges facing today’s recruitment professionals and job seekers. From the fear of failure to the flaws in traditional hiring models, this conversation gets to the heart of what’s broken—and how we can fix it.
Whether you’re a recruiter, hiring manager, or professional in transition, this episode offers deep insights and actionable strategies to thrive in a changing world of work.
Ready to rethink recruitment? Hit play now. 🎧
“People join people, not businesses.” – Andrew MacAskill
You'll hear about:
✅ How to build compassionate leadership cultures that actually retain top talent✅ Why recruitment consultants must evolve—or risk becoming irrelevant✅ The power of personal branding in the modern job market✅ Navigating the talent crunch, AI, and automation with strategy and empathy✅ Finding alignment between personal values and organizational mission
 
Andrew’s resources:
LinkedIn - https://www.linkedin.com/in/jobsearchcoach/
Executive Career Jump - https://www.execcareerjump.com/
YouTube - https://www.youtube.com/AndrewMacAskill
Facebook - https://www.facebook.com/executivecareerjump/
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/
 
Pre-order my new book - https://access.basemindset.com/pre-order

Ep 96: The Most Hated Salesperson: A New Perspective with Benjamin Dennehy

Is your sales approach costing you deals? Are you too soft on prospects when you should be closing?
In this episode, I sit down with Benjamin Dennehy—dubbed the UK’s Most Hated Salesperson—to strip away the fluff and expose what truly works in sales and recruitment. Love him or hate him, Benjamin’s approach is bold, direct, and brutally effective.
We dive into Benjamin’s past and how he became the character he is today. He shares incredible insights into what to say in sales meetings, how to close, and strip away those prospects that aren’t right for you.
His magic trick is getting the room when people don’t even know his name or what he does - and selling.
If you’re in sales, recruitment, or business development, this episode will challenge everything you think you know about selling.
Ready for a sales reality check? Tune in now!
 
“I don't think you should be yourself in sales.” – Benjamin Dennehy
 
You'll hear about:
 
✅ The psychology behind closing deals—why most people get it wrong✅ Cold calling secrets that actually work (if you have the guts to use them)✅ The art of questioning—how to control the conversation and qualify leads fast✅ Recruitment sales tactics that separate amateurs from the pros✅ Why personal branding and LinkedIn are game-changers in today’s market
 
Benjamin’s resources:
 
LinkedIn - https://www.linkedin.com/in/benjamindennehy/
YouTube - https://www.youtube.com/c/UKsMostHatedSalesTrainer
UK’s most hated sales trainer - https://www.uksmosthatedsalestrainer.com/
Sales Matrix Courses - https://www.salesmatrixcourses.com/free/10-reasons-prospecting-course
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/
 
Pre-order my new book - https://access.basemindset.com/pre-order

Ep 95: Creating Winning Recruitment Cultures with Alex Elliott

What does it take to build and scale a thriving recruitment business?
Emotional intelligence, effective communication and a singular vision all play a key role.
In this episode, I am joined by Alex Elliott, founder of Liquid Personnel, to uncover the key principles that drive high-performing recruitment teams. From hiring standards and team dynamics to navigating the emotional challenges of selling a business, Alex shares his journey and hard-earned insights.
Whether you're a recruitment professional, business owner, or aspiring entrepreneur, this episode is packed with actionable takeaways to help you stay ahead in a rapidly evolving industry.
Tune in now and take your recruitment game to the next level!
 
“The best culture for me is winning.” – Alex Elliott
 
You'll hear about:
 
Effective communication is key in recruitment processes.
Alex’s journey to build, scale and sell Liquid Personnel
There's so much luck involved in life.
Hiring standards should focus on competencies, not just numbers.
The future of the recruitment industry
 
Alex’s resources:
 
LinkedIn - https://www.linkedin.com/in/alexelliott123/
Telent Analytics - https://www.talentanalytics.co.uk/
Phase 6 Advisory - https://www.linkedin.com/company/phase-6-advisory/
 
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/
 
Pre-order my new book - https://access.basemindset.com/pre-order
 

Ep 94: Overcoming Imposter Syndrome: A Journey of Self-Reflection with Sarah Farmer

Do you suffer from imposter syndrome?
 
That feeling that you are not good enough.
 
To overcome it requires self-reflection and self-acceptance. But it is possible, especially with the help of my guest in this episode, Sarah Farmer.
 
Sarah helps those with reduced self-confidence and self-belief stop sabotaging their success and unleashing their potential. But she has also had to overcome her own challenges in life, such as dealing with her anger, living with ADHD, and the effects of being seen as different growing up.
 
She also shares the difficult times she has faced both as a daughter and as a mother. Revealing a very current and raw situation her family have been faced with.
 
Sarah vows she will never use her personal circumstances as a reason to give up. And it shows through everything she shares.
 
“Trust yourself and don’t worry so much” – Sarah Farmer
 
You'll hear about:
 
00:58 - An introduction to Sarah
02:03 - Sarah's experience with imposter syndrome
12:05 - The Covid effect
16:20 - What pisses Sarah off?
17:56 - Has Sarah shown anger in her life?
22:20 - Dealing with your shit
26:37 - Sarah on her relationship with her kids
29:52 - Sarah's journey since school
33:47 - How has ADHD affected Sarah's life?
36:48 - Sarah on mental health
39:00 - Sometimes you just have bad days
42:24 - Sarah's work with her clients
45:58 - The impact ADHD has had on Sarah's life
54:13 - What has scared and scarred Sarah the
 
Sarah’s resources:
 
LinkedIn - https://www.linkedin.com/in/sarah-farmer-coach/
EMR Consulting - https://www.emr-consulting.co.uk/
Instagram - https://www.instagram.com/sarahfarmerexeccoach/
Facebook - https://www.facebook.com/SarahEMRConsultingLtd
YouTube - https://www.youtube.com/channel/UCDNbtDenSbAs-DjwhZNexlw/featured
 
Have I got imposter syndrome? https://impostersyndromelevel.scoreapp.com/
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/

Ep 93: Live life full of unapologetic fun with Amy Polly

How well do you really know yourself?
 
Taking time to understand who you are, without listening to other people’s bullshit ideas of what you should be is the most powerful thing you can do.
 
That is exactly what my guest, Amy Polly, has done to live her life by her rules.
 
Amy is a Chief Mindfulness Rebel, TEDx Speaker and ADHD Advocate. We delve into what led her to embrace the world of mindfulness and now want to reinvent it as funfulness. Amy shares the struggles she faced with post-natal anxiety, abusive relationships and how she was always different to those around her. Something she understands more about since a diagnosis with ADHD.
 
Amy’s life of funfulness has come from embracing those differences and being true to herself.
 
“You can’t go wrong being true to who you are” – Amy Polly
 
You'll hear about:
 
00:51 - An introduction to Amy
04:03 - The emotional side of Amy
06:32 - Amy's relationships with family and friends
12:36 - Amy on mental health
20:35 - Are our thoughts true?
22:52 - Amy on her difficult relationships
28:04 - The power of accepting who you are
31:56 - What is funfulness?
37:07 - Tackling toxic cultures
40:18 - Amy on neurodiversity
46:12 - Old Amy vs the new Amy
51:12 - What does Amy struggle with?
57:22 - Amy on love
 
Amy’s resources:
 
LinkedIn - https://www.linkedin.com/in/amypolly/
Website - https://www.amypolly.com/
Instagram - https://www.instagram.com/thisisamypolly
Facebook - https://www.facebook.com/thisisamypolly 
 
Episode resources:
 
Jaaq.com - https://jaaq.org/home
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/

Ep 92: Building Successful Recruitment Businesses with Chris O’Connell

This episode is my guest appearance on the Across The Table Podcast with Target Recruit.
 
Chris (Base Mindset) is an ex-global top biller at SThree and a £25M Recruitment business owner turned purpose-driven NED and coach.
 
He believes that almost all business problems are people problems. Because people without a purpose have no centralised reason driving them to perform.
 
“Lots of companies want to get back to the old school ways of working,” – Chris O’Connell
 
You'll hear about:
 
00:00 - Start
03:54 - Adversity, Resilience, and Purpose-Driven Leadership
16:15 - Lessons from Entrepreneurship: Finding Positives in Adversity
31:06 - Purpose, Accountability, and Continuous Growth in Business
32:10 - Coaching CEOs and Building Successful Businesses
53:00 - Evolution of Recruitment Practices and Impact of Culture
55:20 - Future Outlook for the Recruitment Industry
 
My resources:LinkedIn - https://www.linkedin.com/in/itschrisoconnell/
Twitter - https://twitter.com/ChrisOConnell11
Instagram - https://www.instagram.com/chrisoconnellcoach/
TikTok - https://www.instagram.com/chrisoconnellcoach/
YouTube - https://www.youtube.com/channel/UC_ZWYrxrzzaElmpZMy5S86w
Basemindset website - https://basemindset.com/
 
Check out Target Recruit’s podcast Across The Table - https://targetrecruit.co.uk/podcast/