Growth Hacking Culture

Your Ambition Has No Stop Button. Now What? with Hugo Brooks

Hugo Brooks · November 5, 2026

Entrepreneur · Author · Executive Coach · Leadership · Life Coachin

Interview with Hugo Brooks

Podcast: Growth Hacking Culture

November 5, 2026

Listen to Hugo Brooks on Growth Hacking Culture.

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Key topicsRestless Age — Why Successful People Still Feel Like They Haven't ArrivedHugo Brooks spent more than 35 years building, growing and selling brand, innovation and communications businesses, advising Coca-Cola, Unilever, Nestlé and Virgin, before a single question from his wife made him step off the entrepreneurial treadmill: "Are you sure you want to do this again?" His book Ambition: Redefining Success for a Restless Age asks why so many successful people still feel restless, drawing on evolutionary biology, neuroscience and social history to treat ambition as a human force behind almost every decision we make, not a trait some people simply have more of. He sets aside productivity hacks and motivational slogans for a harder question: not how ambitious you are, but whether your ambition is taking you where you actually want to go. From his coaching of senior executives, founders and ambitious creatives through Magnetic North, he explains the hidden patterns that stop achievement turning into fulfilment. Listeners leave with a way to test whether their drive is serving the life they want to build.The One Question That Made Me Rethink 35 Years of AmbitionAfter more than three decades building businesses, chasing opportunities and navigating the highs and lows of entrepreneurship, Hugo thought he understood what drove him. Then his wife asked him a deceptively simple question: “Are you sure you want to do this again?” It stopped him in his tracks because, for the first time, he had to distinguish between wanting to achieve something and genuinely wanting the life that came with achieving it. This talking point explores why successful people can become so committed to the next challenge that they never stop to question whether they still want it - and how one honest question can expose the difference between conscious choice and momentum.Controlled Substance — Why Ambition Runs Founders Who Never Set the DoseHugo Brooks spent 35 years building, growing and selling brand, innovation and communications agencies, and only near the end of it asked who was setting the level of his own drive. He advised Coca-Cola, Unilever, Nestlé and Virgin while running his own firms, and he now argues that ambition behaves less like a choice than like a chemistry founders never learn to measure. Drawing on evolutionary biology, neuroscience and social history for his book Ambition: Redefining Success for a Restless Age, he shows why the same drive that builds a company keeps demanding more of it, and why lowering ambition is the wrong fix. He gives founders the checks that tell them whether they are administering their ambition or being administered by it. Listeners leave able to set the level of drive they actually want.View all topics →

About Hugo Brooks

Ambition Strategist & Author

35+ years Building, growing and selling businesses4 global brands Advised Coca-Cola, Unilever, Nestlé and VirginPublished author Ambition: Redefining Success for a Restless AgeMagnetic North Coaching practice

Hugo Brooks is an Ambition Strategist, speaker and author who helps founders, business leaders and ambitious creatives rethink one of the most powerful forces shaping their lives: ambition.

After more than 35 years building, growing and selling brand, innovation and communications businesses, Hugo reached a turning point. Having advised global organisations including Coca-Cola, Unilever, Nestlé and Virgin while navigating the highs and lows of entrepreneurship himself, a single question from his wife changed everything: "Are you sure you want to do this again?" That moment led him to step off the entrepreneurial treadmill and dedicate his second career to helping others build success that is consciously chosen rather than unconsciously inherited.

Today, through coaching, speaking and his book, Ambition: Redefining Success for a Restless Age, Hugo challenges the conventional belief that ambition is simply about achieving bigger goals. Instead, he argues that ambition is a powerful human force that drives almost every decision we make -and that the real question is not how ambitious we are, but whether our ambition is taking us where we truly want to go. Drawing on evolutionary biology, neuroscience, social history and his own entrepreneurial journey, he helps leaders understand the hidden patterns that shape their choices and shows how to align ambition with the life they genuinely want to build.