How Outside of the Circle began

It all started over 20 years ago when our Founder, Ali Davies, felt unhappy and unfulfilled with her 14 year corporate career.  Living and working by the conventional definition of success didn’t feel fulfilling or meaningful to her anymore. 

She decided to redefine what success meant to her and designed the next chapter of her life and work on her own terms in a way that was fulfilling and meaningful to her. She figured out how to create the changes that would get her from where she was to where she wanted to be, personally and professionally. 

She left her corporate career in 2001 to start her own business. She has been designing each new chapter of her life, work, and business on her own terms ever since. 

Using her personal experiences and decades of corporate and business experience in the field of personal, professional, and organisational change she started teaching her process of how to create change to live and work on your own terms to other people. 

Fast forward to today and Outside of the Circle has grown into a global membership and community of high-achieving professionals at midlife and beyond supporting each other to achieve what matters most to them, personally and professionally. 

Why we do what we do

Many high-achieving professionals follow the conventional definition of success for decades and reach midlife and beyond feeling that they want to redefine what success means to them and create change to live and work on their own terms in a way that is fulfilling and meaningful to them.

However, many people find creating change hard and uncomfortable. And designing the next chapter of your life, work, and business on your own can feel like a mountain to climb. This can result in people feeling stuck and not achieving the specific outcomes that matter most to them. But it doesn't have to be that way.

We believe that living and working on your own terms and achieving what matters most to you is just on the other side of the discomfort, uncertainty, and struggle of the change process. Having a process that teaches you exactly how to design your next chapter and create the changes to turn it into reality is key to getting from where you are to where you want to be. 

We believe that with the right process, strategies, and tools anyone can get unstuck and create change successfully.  

We believe that the key to fulfillment and meaning in life, work, and business is to create your own definition of success based on your values and what matters most to you and design each new chapter of life and work around that. 

And that is why we specialise in helping people create change to achieve what matters most to them.

Guiding principles

created by our founder, Ali Davies



The permanent pain of staying stuck is far worse than the temporary pain of creating change.



If you aren't designing your life you are leaving it to chance, and that is a hell of a gamble to take with your one and only life.



Living and working by your own definition of success is the key to a fulfilling and meaningful life.

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