Throughout my career, my background in sports psychology has played a significant role in shaping the way I approach challenges and opportunities. The mentality of "play to win" versus "play not to lose" has been a pretty loud and aggressive principle in my decision-making process, both professionally and personally. And whilst there are times when you can feel you have bitten off just that bit too much, I know that this mindset has allowed me to embrace risks, adapt to change, and continuously push for more.

When we co-founded Iris, these lessons were instrumental. Starting a new venture is inherently risky, but when you are young and you feel you have nothing to lose, the willingness to take risks is much easier. As we embarked on this journey, our mindset of playing to win fuelled our determination and drive in a way that felt natural to our stage of life.

But as time goes on and experience accumulates, it is easy to see why we’d become more conservative in our approach to life. Everything gets a bit slower, to get things done takes a bit longer (or you learn to take a bit longer to get things, I’m never sure which it is). You get a bit more set in the environments you find comfort in, and ultimately your circles of interest, relevance and influence get smaller. It might be because you’ve ticked off a lot of the achievements, maybe you’re more comfortable financially, or simply that you have more responsibility, whatever the reason, ‘play to not lose’ starts to take up a bit more headspace.

But while risks may seem more daunting as we grow older, the mindset of playing to win remains vital. It is essential to resist the pull of complacency and maintain a hunger for progress and improvement.

In the senior roles within the creative industry for example, it is easy to delegate the responsibility of staying current and innovative to the younger generation. However, as a leader, it is crucial not to lose touch with the changing landscape and evolving trends. Becoming a lifelong learner is essential to stay engaged with emerging ideas and technologies and for me personally this mindset has helped me maintain a strong focus on the brand, rather than being solely consumed by commercial aspects.

Careers aside, as people, I firmly believe that taking risks becomes even more critical as we enter mid-life and beyond. Progress, evolution, and transformation are not luxuries: they are necessities for survival. Thriving and surviving are not separate paths: they are intertwined. To survive, we must embrace change and seek ways to thrive.

And this year as I undeniably hit mid-life, I was presented with the gift of two significant opportunities for personal and professional growth.

The creative industry experienced rapid advancements in artificial intelligence and the rise of the creator economy (you only have to look at the Cannes schedule for this year and compare it to two years ago, the landscape is almost un recognisable). To stay relevant, our agency knew we needed to bring in the brightest and sharpest talent in these growing areas. Simultaneously though, I personally also understood the importance of immersing myself in the finer details and learning as much as I could. To drive real innovation every senior leader needs to stay connected to the evolving landscape, and if we’re honest that doesn’t always happen.

On a personal level, I also decided to challenge myself by embarking on a physically demanding endeavour: a 300km journey from Ibiza to Barcelona over three days. I can’t row. I don’t even like it. On paper it’s an appalling idea. But I had made a promise to my good friend Anthony that we would do it, and after he passed there was no question it wouldn’t be honoured.

But as time went on, and training got more and more gruelling, instead of becoming a burden, it became a source of personal growth and development. Engaging in physical activities has long been regarded as a defence against ageing, a way to stimulate both mind and body, but even more than that, research suggests that introducing novelty into our lives, such as trying new and different experiences, can invigorate our mental and physical well-being. Stepping out of my comfort zone and learning new skills like sea survival, maritime navigation, and first aid has been an incredibly rewarding experience and something I find myself incredibly proud of.

The row is now just a week away, and surprisingly I feel less and less daunted as we near the big day. In a rapidly evolving world, where complacency is the enemy of progress, the lessons from those sports psychology lessons over 30 years ago still serve as a powerful guide for my success. Looking back on everything I have ever achieved I will forever be proud that I have always played to win.