52 weeks
51 leaders
Sunday 16:47
The unflinchable
experiment
52 weeks. 51 leaders.
How many promises have you broken to yourself this year?
Not the big ones. The small ones. The I wish I’d just said it. The yes when you meant no. The no when you meant yes, because you worried it was weird for you. The conversation you should have had eighteen months ago. The agreement you made that you didn’t believe in.
You’ve rehearsed it in the car. In the shower. On the walk home
You still haven’t said it. You’ve dismissed an idea you’ve had so many times and yet it keeps rearing its head.
The Flinch
The flinch is the half-second before a hard decision when you stop trusting yourself.
Most people never notice. Because we put it down to… I just need more time, or more data, or another opinion – we rationalise it.
You can’t examine what you haven’t noticed. So it sits there unexamined, and unexamined, it starts deciding things for you.
Notice it often enough and it stops. That’s unflinchable.
How it works
- Every Sunday at 16:47, one question lands in your inbox
- You speak / write your answer into the link. First instinct, not the one you've contemplated for three weeks.
- Your answer goes into the room under your number, as does everyone else's
- You’ll be able to read other leaders’ responses. You reply to the ones that land
- Some weeks someone writes your exact week back to you, word for word
- Five to ten minutes. More if the other answers pull you in, and they will
Why nobody knows your name
- Because most people don't give an honest answer with their name attached. Perception, validation, all of it
- Metaphorically you’ll meet people you admire for their ideas and thoughts, not their names or job titles
- By the time you finally meet in person, you’ll have created some assumptions and then we may break them all apart
The rules – this is an experiment
- You don't say you're in this until it ends. You never name another
- This is your space to be yourself - share your real thoughts
- Accountability - miss three weeks and you're out
- We want your first instintics
- No refunds
Why now, why 52 weeks
It’s supposed to feel uncomfortable. That’s the point.
Six weeks wouldn’t make you flinch. You’d coast it. That’s why it’s 52.
There’ll never be a perfect moment. The hesitation you’re feeling right now, the one asking whether you can really commit to a year.
That’s it. That’s your flinch.
What do you choose?
The questions
- What would you do this week if nobody could trace it back to you?
- What's the most interesting problem in your world right now?
- What are you better at than you let on?
- What would you say yes to if you were 10% braver?
- Five to ten minutes. More if the other answers pull you in, and they will
52 weeks, 52 questions that pull you towards a life, career, leadership you get to actually choose.
A commitment to exploring each question, to not filter yourself to allow your thoughts, trust and curiosity take the lead
Some easy. Some full of friction.
Who it’s for
- You're doing well and you know you're capable of more
- You've felt the flinch more than once this month
- Something isn't right and you can't name it
- You read this and something went yes
Who isn’t it for
- Anyone here to build a network
- Anyone who needs to know who else is in the room
- Anyone who has already thought of a reason they'd miss week seven
The meet-up
Friday 1 October 2027. London
One afternoon, in person, exactly a year on
You choose whether to share your number. You meet the people you’ve been talking to. You answer a bonus question. You decide what happens next
The price
Three prices. They all give you the same experiment.
£521 | £771 | £1,011 (inclusive of tax)
You pick the one that’ll keep you honest in week 21. Which number would stop you quitting?
You know which one it is. Most people do, immediately.
The details
You make the promise by Thursday 1 October
First question lands Sunday 4 October at 16:47
Fifty-one seats
Can you keep one promise to yourself for a year?
Most people can’t
Fifty-one are about to try
Build it deliberately
Become unflinchable
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