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James like you,  wears many hats.  A partner, father, son brother, friend.  Life Strategist.

Professional and Personal Coach.

James supports indivuduals and teams to live a more 'enjoyable', 'productive' and 'successful' life.  By:

  • Understanding their humanness
  • Uncover who they really are
  • Create the life they want
  • Solove their own problems

James lives in Cardiff, UK.  Works locally, nationally and globally.

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My mission is to help the world calm down, supporting one person at a time to be more at peace, to make better decisions, to enjoy, be more productive and to become more successful.

"You have power over your mind - not outside events. Realize this, and you will find strength" (Marcus Aurelius, Meditations)



James believes everyone deserves to have more enjoyable, productive and successful lives, but it's not for James to define those three words.  It's for you. 

  • What does a life more enjoyable look like to you?
  • What does a life more productive look like to you?
  • What does a life more successful look like to you?

James offers a number of different programmes with this in mind.  From face to face and online one to one coaching, e-learning courses, group coaching programmes and public speaking.

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I'm often asked...where did the name 'Always Potential' come from?

My answer is always the same.  Life can be shit and life can be awesome, there's Always Potential for both.

Like you, life has presented many... 'learning opportunities' over the years.  Obviously I've not always called it that, but here are three of my life lessons:

  1. Life has the potential to be shit! We cannot always control external forces.  Things are going to happen, but in essence, we actually know that the things that happen are neither good nor bad. It's the meaning we attach to situations and circumstances that cause the feeling of 'shitness'.  There's nothing wrong with this, it's just how it works.

  2. We really can have more enjoyable, productive and successful lives, we have the potential for greatness within us.  Yes, a little cliché I know, but it doesn't make it any less true.  It's already within me, it's already within you.  You do not lack anything.  You are not low in anything, we have everything we need within us. It just needs uncovering.  Simple...right?!

  3. Everyone has their own definition of 'enjoyable', 'productive' and 'success'.  Some see success as being the top person in their organisation, others see success as having financial freedom, others by how much they're living towards their purpose or/and having meaning relationships with loved ones in their lives.  It's all subjective, and it's up to you to define.

"No great thing is created suddenly" (Epictetus)


One to one coaching 

There are two clear options for one to one coaching.  Coaching over time, or a coaching intensive. 


I faciliatate a number of prgrammes.


Describe the feature in more detail here.

  • Always Potential

    “I was able to hear your talk yesterday and wanted to take the opportunity to say thank you. I felt the most calm that I have felt in months after hearing you speak - almost like it prompted me to find my clear mind....

    ​I went over to my partners house last night, smiling for the first time in weeks and we had a good evening discussing your thoughts and work. It was so reassuring, in these challenging times, to know that my inner peace and calm was still there and hadn't been magically taken away by covid and all the work and personal pressures that it has brought with it”

    Speach & Language Therapist

  • Always Potential

    “What was brilliant was firstly, I liked the sequence of: opening a space to hold a conversation, the generous listening, and the summary of what you’ve heard followed by a thoughtful poignant question. It was the voice I needed to hear inside my head. Not all the worry and scatter and confusion. That felt like real value added immediately and very rewarding and easily arrived at. Secondly, there was a focus on deconstructing my assumptions which did require some effort for me to pass through and move on with constructing a new way forward. It was not obvious that I needed to ‘calm’ my forward pressure so much until after, when now my mind is quieter and less anxious.”

    Changing career (one to one coaching)

  • Always Potential

    “The most brilliant things in your coaching and in that order is as follows:

    a. Acceptance of me as it is 100%. This led to me open up and talk about my challenges in an open manner.
    b. Generosity and did not rush with time when finishing a coaching session when we went over a few minutes
    c. Professionalism with time keeping with start time, session notes and preparatory work arrived on time on email
    d. Bring it to focus : there were times where you brought me to focus on what I was looked to attain in the coaching session
    e. Ability to be gentle and yet firm : You listened with a gentle approach which led to an open listening and you also asked me important questions at regular intervals.
    f. This sounds small and simple but this has been the most important manner in which you made me talk about my challenges openly. When you said ‘ it is okay to feel frustration and anger’. ‘It is okay to be perceived as not competent and imperfect with senior managers’. This acceptance made the coaching sessions work for me JP. ”

    Social Care (one to one coaching)