Showcasing the Best of Welsh Business


Exclusive Interview: Andy Guile, Owner of New Directions


Business News Wales interviews Andy Guile, owner of New Directions  about his role and empowering people to succeed in business. He also shares his tips on running a successful business and the importance of educating the future generation.

Can you give our readers a little background into yourself and your role within New Directions

 My Name is Andy Guile I am the owner of New Directions, part of the International Coaching Academy

I have been coaching, mentoring and empowering people through a number of roles for over 20 years and have worked in all 3 sectors, public, private, voluntary

I am passionate about supporting people and businesses to become the best they can, whether it is through one to one coaching, staff development days , in house training for companies of all sizes or training people to become a Master Coach, the aim is the same, to create strong confident people and  leaders and managers with the skills and confidence to run successful companies of all sizes.

We use Accelerated learning techniques to ensure learning is fun and meaningful and as one of only a handful of companies teaching how t teach and learn with Accelerated Learning we are having a huge impact on training companies, colleges and businesses alike

 What are your plans for the next five years, and where do you see your challenges and opportunities?

We have an exciting future with the Coaching Academy, we are launching Master Coach training programmes across the country, including Media City UK in Manchester, Birmingham and London. We aim to launch a National Association of Accelerated learning Master Coaches.

Our training offer the opportunity for people to become coaches in their own right, many use the skills to grow their own business or look for promotion, but for many its  just  the chance to become a stronger more resilient and confident person.

Emotional resilience is a big issue for many companies, having a strong work force able to mentor each other and being able to promote from within, brings all kind of benefits, we can help this happen.

Looking back at your career, are there things you would have done differently? 

Nothing, our journey is important to us, it moulds us and shapes us into who we are today, with out the ups and downs of life you don’t grow and learn, I believe everything happens for a reason.

What do you think are the most important qualities for success in business?

Belief, the ability to be creative,  the ability to get on with all types of people and a good sense of humour

What are your top three tips for success?

  • Have a clear and strong vision for what success looks like for you
  • Write your goals out every day
  • Never give in

Are there any innovations within your sector that you believe should be adopted by the wider Welsh market?

Coaching skills can take you and your business to a new level, its not about you becoming a coach, but the skills of Accelerated Learning,  how to communicate, negotiate and lead should be learnt by everyone in every market

Do you foresee any issues that Welsh business will be facing in the short/medium/long term?

We are in a time of unknown forces, Brexit and the election  will bring new challenges and opportunities, we just need to be strong and resilient enough to cope with it.

I think the biggest challenge right now is the rate of change, we are educating children for jobs that do not yet exist, technology changes our roles over night, yet many of us are not keeping up our education, we need to get into the habit of continuous learning, enabling us to cope with the changing roles we will have during our life time

Do you have any predictions in regards to the impact of Brexit on your sector?

Increase opportunities for those creative and bold enough to find them

Many companies will be wanting to redo business plans and strategic development plans, we can help with this and instil a new confidence into their work force

What do you think Wales’ strengths and weaknesses are as a place to do business?

Great people, great venues and the willingness to work hard,  but people need to re educate and open up to continuous learning

What can Wales do to attract more inward investment?

Be Bold and Be brave, create truly new initiatives, not just rehashing old initiatives. Identify trends in business and get a head of the curve

What skills should the education system be promoting to the next generation?

Personality skills, communication skills, how to listen, how to negotiate and, deal with difficult people, how to sell, how to be a great leader and how to set your own vision, goals and values

These are the key life skills we teach on our courses and I truly believe we should be teaching our children this at school

How important is it for there to be a close relationship between business and higher education in Wales?

Its vital for the future of the area, we need a skilled work force ready and able to become the workers, leaders and creators of the future.