Will Steel

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

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Will Steel Podcast Episodes

Leadership that sells

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

March 23, 2026

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About this episode

If you’ve ever felt like leadership requires you to “put the suit on” and pretend you’ve got it all handled, this one will hit you right between the eyes. In this episode of Leadership That Sells, I’m joined by Will Steel, RAF veteran, high-performance coach, and author of Free to Lead. Will’s worked with close to 100,000 people, and he has a gift for getting underneath the surface fast.

We unpack the masks leaders wear, why so many founders burn out before they ever get a breakthrough, and how the real bottleneck is almost never “the business”. It’s you. Your energy, your health, your beliefs, your need for approval, your fear of being seen. Will’s core message is simple and confronting: stop performing leadership and start being you. Not the polished persona. The real you. That’s where sustainable performance and real impact comes from.

How to lead from identity, not ego, without burning out

Notice the “act” you put on at work, and where it stops working (often at home first).

Get brutally clear on the vision: once you’re clear, the path becomes clear, then it’s action and accountability.

Stop telling people what to do; make them accountable for outcomes and let them self-generate the “how”.

Replace drifting with structure: schedule your life, follow your schedule, and treat exercise and sleep like non-negotiables.

Strip back limiting beliefs by tracing the story to its origin (often a childhood interpretation posing as “truth”).

Practise real authenticity: acknowledge when you’ve been inauthentic, apologise, and choose a better way forward.

[01:00] - Leadership without slogans: surfacing the patterns that actually create momentum

[02:17] - The “strong leader” mask: confidence as performance, and the cost of wearing it

[03:37] - Founders build a monster, then feel trapped inside it

[06:06] - Clarity creates action: vision first, then accountability

[07:20] - It’s never the business problem: start with sleep, exercise, food, and time

[10:39] - Stop telling people what to do: hold them accountable for outcomes instead

[13:27] - Real leadership is causing others to be leaders, not acting like you’ve got it all figured out

[18:51] - Will’s RAF story: “you’re like a ghost” and the moment he chose to be himself

[22:01] - Fitra: your true essence, and why leadership is being your true self in any environment

[23:58] - The only real authenticity: being authentic about being inauthentic

[28:32] - Limiting beliefs: the three-year-old decision that quietly runs your adult life

[33:41] - Reading isn’t enough: the book works when you do the exercises and take action

[38:09] - The final message: just start. Risk going too far, and find out how far you can go

Free to Lead (book + audiobook)

https://www.amazon.co.uk/Free-Lead-Unleash-Hidden-Leadership/dp/1967587051

https://www.audible.co.uk/pd/Free-to-Lead-Audiobook/B0FY7J6T9Q