Spin State
The offer, open any lineSee where you stand ↗

Two ways
up.

Grow the leader, or put a second brain in the business. Two ways up, one floor under both.

Tap any line to open its story.
Grow the leader
The inner OS · Spin State Operating System
Spin State, the inner OS

Leadership from the inside out. Not more to know, a change in how you think, decide and lead when it counts.

One programme, taken at the depth your business needs, recorded, live, one to one, or across a whole team.

The work, four pieces
1Mindset Clinic. A hard look at how you think under load.
2Purpose Blueprint. Finding what you, and only you, are here to do.
3Vision Blueprint. Drawing the business you are building toward.
4OKR Labs. Turning it into what you actually do this quarter.
The Inner Path of Leadership, by David Maxwell
Free with your read

Most leadership tools flatter you. This one is straight. You answer honestly, and you get a clear read on how you lead when the pressure is on, scored against the research that sits under the book.

It is not a quiz, and it is not a horoscope. It is a proper instrument, with a scored item bank behind it, and it hands you a banded result and a written report you can sit with.

The read is free. So is the book it comes from, The Inner Path of Leadership, seventeen pounds on Amazon, yours here for nothing.

The readA banded resultA written reportThe book, free
See where you stand ↗

The full Spin State Operating System, recorded, so you take it at the pace your week allows. The same material David runs founders through in the room, sat down and filmed, yours to work through and come back to.

Four pieces of work. The Mindset Clinic, a hard look at how you think under load. The Purpose Blueprint, finding what you, and only you, are here to do. The Vision Blueprint, drawing the business you are building toward. And OKR Labs, turning all of it into what you actually do this quarter.

No cohort, no calendar. You, the material, and your own honesty.

Mindset ClinicPurpose BlueprintVision BlueprintOKR Labs

The same four pieces of work, run live, in a small group, with David in the room. A handful of leaders, not a lecture hall, so nobody hides at the back.

You do the Mindset Clinic together, build your Purpose and Vision Blueprints in front of people who will tell you the truth about them, and leave OKR Labs with a quarter you have committed to out loud.

The group is the point. You see your own pattern faster in the company of people carrying the same weight.

Live, with DavidSmall groupThe full four-part programmeA quarter you commit to

Everything the cohort does, one to one, shaped entirely around you and the business you are running. No group to keep pace with, no general answers. David works the material against your actual situation, week by week.

By invitation, because it only works when the fit is right, and David keeps the number small enough to give each one his full attention.

The full programme, privateShaped to your businessDavid, direct

For the whole senior team, not one leader. When everything still waits on the one or two people at the centre, this moves ownership to where it belongs, so the team performs under pressure without the constant chasing.

Not more skills, a bigger way of seeing. Each leader takes a research-backed mindset assessment, you get a picture of how the team operates under pressure, then a half-day intensive and six months of embedded coaching turn it into how they lead.

Re-assessed at six months, so the movement shows up in the data, not just the room. Built on the vertical development research of Ryan Gottfredson.

The proof
Built with the top team of a large public-sector body, thousands of staff, a nine-figure budget. NPS +86, and not one of the 21 leaders dropped out.
A senior team, togetherMindset assessment and cohort reportHalf-day intensiveSix months, then re-assessed
Run the business
The core OS · Nucleus
Nucleus, the second brain

Picture an atom. Almost all of it is empty space, and yet nearly all of its mass sits in one tiny core at the centre, the nucleus. Everything holds together around that small, dense middle.

That is what we build for a business. A small core, installed inside your own Claude, that holds how the business runs, its numbers, its clients, its decisions, the way you do things. Ask it, and it does the running you would otherwise do by hand or hire for.

Most AI adds to the noise, another tab, another tool, another login. Nucleus is the other way round, one centre the operation runs from, in your account, on your data, under your control.

How it goes in, five steps
1Tools in place. The right AI, set up and connected, no guesswork.
2Walk the business. A recorded walkthrough of how it actually runs, in your words.
3Pick three things. From that walk, the three jobs AI takes first, written up as a plan.
4Build in rhythm. The builds arrive in sequence, one working thing at a time, never a big bang that breaks.
590-day review. Measure against those three, then keep it getting better.

The build. We run the five steps with you and stand the core up inside your own Claude. You finish with a working second brain doing the three jobs you picked, not a slide deck about them.

Priced against a hire, not a course. A coordinator to do this by hand is about £25,000 a year. A build starts at £4,500, more if the business is complex.

The five-step installBuilt in your own ClaudeYour first three jobs, live

The build, plus the monthly work that keeps it current. A business changes, new clients, new numbers, new ways of doing things, and a second brain that stood still would go stale. Cadence keeps it in step, month by month, so a year from now it still knows how you run.

The install once, then the operational Cadence carrying it forward.

The full installMonthly upkeepA core that stays current

The same build, without us in the room, once the checks are strong enough to trust it to you. We are building and testing the guardrails that make it safe to hand over before it goes on sale, because a second brain installed wrong is worse than none at all.

Not yet. When it is ready, it will be here.

Guided self-installThe checks that keep it safeFrom £750
Cadence, the floor under both
A monthly check-in, on by default. One for the leader, one for the business.

The cadence pack from OKR Labs, kept running. Monthly, you check what moved. Quarterly, you reset the objectives. Yearly, you look at the whole arc.

It is the difference between a plan you wrote once and a plan you live by, someone in the room every month asking whether this quarter is the one you said it was.

Monthly check-insQuarterly resetsA yearly look at the arc

The monthly upkeep for your second brain. As the business changes, Cadence updates the core so it keeps pace, new numbers, new clients, new ways of working folded in.

Infrastructure kept current, not a self-improvement habit. This is the operational tier that sits under Nucleus.

Monthly core updatesKeeps Nucleus currentSits under Nucleus
Spin State All prices exclude VAT Leadership from the inside out