Doing the Opposite: Challenging Business Norms

In Season Six of Doing the Opposite: Business Disruptors we’re turning the spotlight onto host of the podcast Jeff Dewing. Jeff is Founder and CEO of Cloudfm Group, keynote speaker, bestselling author, and a leader who rebuilt his life and company by doing the one thing most people fear: the opposite.

 In this episode, Jeff breaks down what “Doing the Opposite” really means to him — not change for the sake of change, but having the courage to ask better questions, challenge outdated practices, and put culture ahead of profit so trust and performance can compound over time.

Drawing on his career, Jeff reflects on cultures he’s seen across multiple firms where success is measured solely by financial results. He explains how this mindset encourages people to be economical with the truth, driven by fear rather than purpose. Instead, Jeff argues that failure should be treated as a learning opportunity, not a threat.

We also explore the true role of leadership: you can’t motivate people, but you can inspire them by showing progress, celebrating wins, and making the next step clear, meaningful, and achievable.

In 2026 Cloudfm Group celebrates its 15th anniversary. 

Find out more about Cloudfm here.

Jeff’s book ‘Doing the opposite: A life, its lessons & building success’ is available to buy on Amazon.

Hosted by Sam Walker

Watch the podcast on YouTube

Discover Cloudfm Group:

Website  |  LinkedIn

Find the best-selling book Doing The Opposite by Jeff Dewing HERE