S1 EP5: Reinventing a Business with Clarity, Confidence & Courage with Joe & Charlie Jones

Host: Julie Williams, MSc – Executive Coach and Founder of Lighting Fires

Guests: Joe & Charlie Jones – Co-Founders of Refreshing, a financial recruitment consultancy based in London

Episode Overview:

In this episode of The Lighting Fires Podcast, Supported by Henley Business School, Executive Coach Julie Williams speaks with Joe and Charlie Jones, brothers and co-founders of the financial recruitment company Refreshing, about how coaching helped them transform their business, rebuild clarity, and rediscover their purpose.

They share insights about shifting their leadership model, rebranding their business, and massively reducing overheads without losing momentum. With humour, honesty, and real-life examples, they reflect on the power of creating space for strategic thinking and making bold decisions which align with who they really are.

Key Topics in This Episode:

• How coaching helped clarify business identity and direction

• The decision to rebrand as Refreshing and what it represents

• Moving from team management to a leaner, more focused business model

• The impact of reducing overheads and embracing efficiency

• Why being yourself is your best competitive advantage in business

• Creating time for reflection and strategic decision-making

• The value of honest, creative partnerships — especially between siblings
  
  

Coaching Insights & Quotes:

“Before coaching, we were just doing fine—but it was more confusing. Coaching gave us the clarity and confidence to restructure, rebrand, and move forward with purpose.”

“If it gets quiet, that’s when we go incredibly active. Coaching reminds us to always keep moving.”

 

Julie’s Top Coaching Tips from this Episode:

• Make space to work on the business, not just in it – Don’t wait for the perfect moment. Book regular time to reflect and plan.

• Rethink growth – Hiring a team isn’t the only way to scale. Reducing overheads and increasing clarity can be even more powerful.

• Use your strengths – Build your business around what energises you and find partners (or systems) for the rest.

• Stay active, even when it’s quiet – Build habits around visibility, networking, and momentum.
  
  

Resources & Tools Mentioned:

• Myers-Briggs Type Indicator (MBTI) – Helped Joe and Charlie understand their different leadership strengths

• Visual planning tools (e.g. boards, monitors, lists) to prioritise tasks and increase productivity

• Internal project boards, reflection questions, and space for visualisation

Henley Business School

Interested in a career in coaching? Find out about the Professional
Certificate in Executive Coaching at Henley Business School here.

Be sure to mention the Lighting Fires Podcast if you do contact Henley Business School.

 

Connect with Julie Williams:

• Website: www.lightingfires.co.uk

• Email: [e-mail]

• LinkedIn: Julie Williams MSc

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Artwork by Ian Guppy
Music by Penguin Music via Pixabay
Produced by Perri Hurley