Hi there, I’m
Mark Sampson
→ Chief @ Beliyf.
→ Advisor to 120+ growth-stage founder CEOs.
→ Creator of the CORE Difference™ framework.
→ Eternally curious about the unique spirit behind every great company.
Hi there, I’m
Mark Sampson
→ Chief @ Beliyf.
→ Advisor to 120+ growth-stage founders.
→ Creator of the CORE Difference™ framework.
→ Obsessed with helping companies find themselves.
Who I am
In 2010, I started hating my own business.
It was successful. It attracted blue-chip clients and generated consistent 7 figures. But as the years went by, I realised: this business no longer reflected me. It didn’t embody my values, my why, the reason I’d founded it altogether.
I walked away — and discovered a career-changing truth that has shaped my lifelong exploration.
What I do
I look at business through the lens of identity.
Beyond what you sell, who are you?
For 14 years, I've been a trusted counsellor to founders, CEOs, and leadership teams of growth-stage businesses, typically £1M-£10M in revenue, and 8-80 people in size.
In each of these immersive experiences, I've seen that every great organisation has a beating heart — and distinctive spirit.
I explore that spirit — through my writings, speeches, and advisory work — and study how organisations can preserve this unique core, even as they grow.
I unpack who organisations are, beyond what they offer: what they believe, why they exist, how they behave — who belongs with them…and who doesn’t.
What fascinates me
The idea at the heart of my work
Who a business is, why people choose it and how it retains that magic as it grows.
How I shine a light
See the wood for the trees.
I help founders ask big questions — then lean into the answers.
As their thought-provocateur and critical friend, I work with CEOs to spark vigorous debate — and reveal transformative answers.
What is the unique value we are bringing to the market?
What is the bigger purpose for our company, beyond making money?
How do we preserve our culture as we add more people?
How do we explain what we’re about in a clearer, more compelling way?
How do we ensure that our company values are more than just ‘words on a wall’?
What needs to change in our proposition, so we attract a better-fit client?
How can I get people to make decisions like I would, without me being in the room?
My business doesn’t feel the same anymore. How do I recapture the original spirit and energy?
Kind words
What people say about me….
As an advisor
I’ve worked with Mark for a number of years and still look forward to our next conversation. Very few people can see through the fog like Mark can. His clear insights and tangible advise truly benefit my business. He approaches challenges in business without judgement or bias and responds with concise analysis before setting out an effective strategy. On top of that Mark always brings humour and character to conversations. Simply put, we’re a better business because of Mark.
As a partner
I have worked with Mark for many years now, particularly with one of the Partners I manage through my work with IBM. From the outset Mark made his goal to really get to know me, to create a sound and valued relationship, which it was and is to this day. He has a fantastic ability of drawing out new ideas, and to have a positive impact in all projects he undertakes. Mark's unrelenting enthusiasm and drive is contagious and the advice he has given me over the years, professionally and personally is truly valued. I not only consider Mark to be a professional confident, mentor but now a friend. If you are a business reading this, don't hesitate in working with Mark, he will do wonders for your organisation in so, so many ways.
As a speaker
I really enjoyed Mark’s impactful and insightful presentation about culture and values last week. Loads of new learnings for me, supported with real-life examples (and some classic quotes!) which strongly reinforced the importance of getting culture and values right - and the painful consequences to a business of getting them wrong. Highly recommended.
As a manager
I thoroughly enjoyed my time working for Mark. I admired the way he would always put the customer's needs first beyond anything else. As a manager I found Mark to be very amicable and understanding. His leadership skills are second to none which gave the team a sense of value and pride. I have learnt much from Mark from a business and networking perspective and I like to think that I have not only made a valuable connection but a good friend too. I hope that I get the opportunity to work with Mark again.
Areas of expertise:
→ Company culture
→ Go-to-market strategy
→ Value proposition design
→ Positioning & differentiation
→ Organisational purpose
→ Leadership coaching
→ Brand strategy
→ Strategic narrative
Recent content
Hot off LinkedIn
My latest findings and musings
90% of what you do is the
same as everybody else.
10% is uniquely yours — and you can capture and codify that spirit.
If this resonates with you,
I invite you to join me on this journey.
