Welcome to another edition of Make It Make Sense, the business and mindset show. Today, Neville Wright sits down with Kristian King of Sigma Advisory – a business consultancy that helps startups and SMEs transform operational chaos into structure, accountability, and scalable leadership.
From Engineering Apprentice to Business Advisor
Kristian’s journey to becoming a business advisor wasn’t a straight line – it was a winding road that took him through an engineering apprenticeship he hated, 11 years in the military, and eventually to Dubai, where everything changed.
“I left school at 16 and was pushed by my parents into an engineering apprenticeship, which I absolutely hated for three years,” Kristian recalled. “Then I joined the army and spent 11 years in the military.”
The real mindset shift came when he moved to Dubai after leaving the military.
“Being in Dubai was a real mindset changer. Everything is always the next new thing, and it’s all about chasing growth. You are the average of the five people you surround yourself with. And if those five people are constantly climbing, you climb.”
— Kristian King
Kristian credits hard work and opportunity for where he is today. “Opportunities opened themselves up to me, of which I could take step forward into other businesses, and Sigma Advisory was then born.”
What Sigma Advisory Does
Sigma Advisory works with startups and SMEs, typically companies with 10 to 150 employees and turnovers from £200,000 up to £10 million.
“The reason we do this is because those small businesses under £200,000 are highly unlikely to be able to invest in advisory services, and those over £10 million are going to go to the big firms,” Kristian explained.
His clients come from various sectors, including manpower, tech, and fire security. But the core problem he sees time and time again is the same.
The Founder Dependency Problem
When asked about typical problems small businesses face before seeking help, Kristian didn’t hesitate.
“The real issue is founder dependency. In startups and SMEs, so much runs through the founder. They wear so many different hats. When they are forced to scale, the amount of workload crushes them, and they start dropping the ball.”
— Kristian King
Neville, who built a business from nothing, related immediately.
“I used to think to myself, why am I going to work dressed in a suit? I should be going to work on a one-wheel bike dressed as a clown, juggling multiple balls and spinning plates, trying not to let them fall off.”
When Do People Seek Help?
“Normally when it’s too late,” Kristian laughed. But more seriously:
“It all depends on the founder. Typically with startups and SMEs, they reach out when the stress is beyond manageable. It’s normally some sort of third-party intervention – a partner who can see their other half is in dire straits, or a brother reaching out saying my sibling is struggling.”
Growth Mindset vs. Fixed Mindset
Kristian believes the biggest differentiator between successful and struggling business owners is mindset.
“People with a growth mindset always find opportunity. People with a fixed mindset only see the problems. I know just from that first conversation which category they’re in and which mindset I have to work with going forward.”
— Kristian King
He also addressed the concept of the J-curve – the idea that businesses often dip before they take off.
“This is the J-curve. When you start a business, it’s going well, then it dips. Most people quit before it goes up the other end. But when it goes up the other end, that’s when it takes off.”
The Biggest Myth About Business Advisors
“What’s the biggest myth people have about business advisors?” Neville asked.
“The biggest myth is that business advisors don’t provide value. It’s very hard to measure a return on investment from advisory services. But look at it over a two-year period – how has the trajectory of the business changed?”
— Kristian King
Kristian also addressed a common misconception: that the advisor will do the work for you.
“I find some naive ones think you’re going to do it for them. I have to explain: the teacher can give you the tools, but it’s on you to pass the test.”
— Kristian King
The Four Warning Signs
Kristian shared four early warning signs business owners should never ignore:
1. Cash flow problems – “If you can’t account for every penny, you’ve got problems.”
2. Founder stress – “There’s an element of stress which is manageable. When it gets beyond that point, it’s a significant sign.”
3. Staff leaving – “High turnover rates indicate a toxic culture within the business.”
4. Clients leaving – “If you’re not winning new clients, things are not how they should be.”
Why People Get Defensive
When asked about the most common emotional reaction he sees, Kristian’s answer was honest.
“Defensive is the first one. Even though they’re seeking advice, there’s an element of them wanting to prove they’re good at what they do and haven’t made a mistake. The whole purpose is to turn that defensiveness into openness, and then that openness into a conversation.”
— Kristian King
Advice for Business Owners
Kristian’s parting advice was simple but powerful.
“If you’re in a position where you feel you’re struggling, or you’re not sure of the next steps, sometimes getting out of the office is the best thing. Take one step back, put down the mobile phone and the laptop, and just have a coffee with a notepad. Things will just start coming to you. There’s no need to panic. You have the answers inside you. And if you don’t, then the next obvious step is to reach out for advice.”
— Kristian King
Final Thoughts
On the UK business climate, Kristian was realistic: “It’s going to be quite rough for a few years. Adaptability is key.”
But he also sees opportunity in difficulty. “In these times, I see opportunity where other people see restriction. I’m more likely to get companies coming to me for support because they have to navigate tough times.”
His philosophy on success is rooted in service:
“I’m a huge believer that if I help somebody, that will help me somehow down the line. Success is about seeing an end result of which another business thrives.”
— Kristian King
Kristian King is the founder of Sigma Advisory, a business consultancy helping startups and SMEs build structure, accountability, and scalable leadership. Find out more at sigma-advisory.com.
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