About us

Outside of the Circle helps high-level professionals, who are successful in conventional terms but want to create change to feel successful on their own terms. 

The five pillars we operate on are:

  1. Redefine what success means to you in your life, work, or business.  
  2. Design the next chapter of life, work, or business on your own terms in a way that feels fulfilling and meaningful to you.
  3. Create and navigate change successfully to achieve tangible outcomes.  
  4. Achieve what matters most to you.
  5. Unlock your full potential.

Why we do what we do

Many high-level professionals follow the conventional definition of success for decades and then get to a point when they feel that it no longer feels fulfilling or meaningful to them. They want to change the status quo but often don't know where or how to start. They know they want to create change but find creating change hard, uncomfortable, and like a mountain to climb. As a result, many professionals end up feeling stuck. But it doesn't have to be that way.

  • We believe that living and working on your own terms in a way that feels fulfilling and meaningful to you is just on the other side of the discomfort, uncertainty, and struggle of the change process. 
  • We believe that anyone can get unstuck and create change successfully to achieve what matters most to them if they have the right strategies, tools, resources, and support.   
  • 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. 
  • We believe anyone can unlock their full potential, personally and professionally.

And that is why we do what we do - to help professionals create change to get from where they are to where they want to be.  


How it all began

It all started over 20 years ago when our Founder and CEO, 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 design the next chapter of life, work, and business on her own terms in a way that felt 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 has been teaching professionals her Change in Action process and The Next Chapter: Design Your Life program for 20 years.  

Today, Ali's original personal vision of living and working Outside of the Circle of the conventional definition of success has evolved into an organization dedicated to helping professionals redefine success and 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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