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Will Steel

Will Steel

Executive coach and ex-RAF pilot helping leaders align identity, integrity, and impact

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Will Steel Podcast Episodes

The Exceptional Sales Leader Podcast

The Exceptional Sales Leader Podcast

Interview with Will Steel

February 6, 2026

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About this episode

In this riveting episode of the Exceptional Sales Leader podcast, I engage in a thoughtful conversation with Will Steel, a former RAF pilot turned High Performance Coach. Broadcasting from Bologna, Italy, Will shares his journey from piloting fast jets to guiding individuals and organisations towards authentic leadership. He discusses the pivotal moments in his career that led him from aspiring to fly Harriers to finding his true calling in personal development and coaching. Listeners are taken through Will’s exploration of ontology, the study of ‘being’ and its application in his coaching practice. The episode highlights the significance of understanding one’s perceived limitations and the profound impact of self-sabotage on one’s career and life goals. Throughout the conversation, Will offers insights rooted in his personal experiences, offering invaluable guidance to those looking to lead with authenticity. The discussion also covers the importance of establishing a vision and understanding the deeper motivations that drive successful leadership.

To connect with Will, to learn more about what he does, as well as to grab a copy of his new book “Free to Lead”, go to:

LinkedIn – https://www.linkedin.com/in/will-steel-business-coach-high-performance-transformation/

Website – https://willsteel.com/

Book – https://willsteel.com/freetolead.php

Instagram – https://www.instagram.com/willsteelcoaching/

Will Steel Podcast Episodes

Leadership that sells

135. Will Steel - How to align identity and leadership for bigger impact

Leadership that sells

Mar 2026

Your Business Hour

Interview with Will Steel

Your Business Hour

Mar 2026

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Latest episodes

Leadership that sells

135. Will Steel - How to align identity and leadership for bigger impact

Leadership that sells

Your Business Hour

Interview with Will Steel

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Key topics

You’re the lid on your company’s growth

When the business plateaus, it’s tempting to blame markets, talent, or timing; the uncomfortable truth is that leadership beliefs set the ceiling. The common myth is that more strategy fixes everything—when it’s often your own identity constraints driving decisions. Will shows how “fixing you” changes hiring, risk tolerance, and execution speed, using cases from founders he’s coached to double growth while working fewer hours.

Say what you actually want, then everything moves

Staying vague keeps you “safe” from visible failure—but it also freezes momentum. The common belief is that clarity will arrive after enough research; in practice, clarity comes from declaring, then iterating. Will shares stories (including a would-be political leader who wouldn’t admit his goal) to show how articulation rewires attention, action, and results.

Stop managing performance and start transforming identity

Targets without identity work create compliance, not commitment. The usual playbook—KPIs, incentives, training—misses the hidden driver: who people believe they are in the role. Will explains a practical, ontological approach leaders can use in one-to-ones and team settings to surface and shift those drivers, unlocking durable performance gains.

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