The story behind the method

Knocked down. Got up. Every time.

I'm not telling you this so you'll feel sorry for me. I'm telling you because every principle in this programme was paid for, and you should know what it cost before you trust it.

Craig McIntosh · Edinburgh

Craig McIntosh
The foundationPrinciples 1 & 7

A Navy house

My father was a chief petty officer in the Royal Navy. He didn't give speeches about discipline. He expected the bed to be made, properly, every morning. It seemed like a small thing. It was the whole point: if you can't keep a small promise to yourself, you won't keep a big one.

He taught me something else that took me years to appreciate. Question your sources. Find out where a claim came from before you repeat it or act on it. And understand that people see justice very differently depending on where they're standing, so the standard to hold, for yourself and for others, is a fair process rather than the outcome you'd like.

Create order first. Think critically and act fairly. The first and last principles came from home.

The grindPrinciple 2

Nineteen-hour days

My family couldn't afford to put me through university, so I paid for it myself. I drove a taxi around my studies, and there were stretches where I was working and studying for nineteen hours a day.

I earned an HNC in Computing from Napier Polytechnic in 1992, a BEng in Computing from Napier University in 2003, and an MSc in Marketing from Edinburgh Napier University in 2012. Same institution, three names, twenty years. None of it came quickly and none of it came easily.

Endure without self-pity. Tiredness is not a reason. It's just the cost.

The hard wayPrinciple 3

Stabbed and bottled

I've worked as a bodyguard. In that line of work, I was stabbed, and on another occasion bottled. You learn very quickly that going down isn't the decision that matters. Getting up is.

Get up and move forward. The count that matters is the number of times you rise.

BulgariaPrinciple 5

Building where the rules bend

For twenty years I built and ran a property business in Bulgaria, alongside web design work. It was an environment where corruption was part of the landscape and you couldn't take anything at face value.

What worked on paper often didn't work on the ground. The ones that survived were the ones I was willing to change. That's where I learned to follow the evidence rather than my pride.

Adapt relentlessly. Persistence without learning is just repetition.

The bodyPrinciple 4

A heart attack and four brain injuries

I've survived a heart attack. I've had four brain injuries. I've carried serious weight and fought hard physical battles that most people never saw.

Every one of those could have become the story I told about myself for the rest of my life. Each time, I chose to treat it as something that had happened, then did the next useful thing. Good results didn't make me careless; bad ones didn't make me quit.

Treat triumph and disaster alike. Your standard doesn't move with your circumstances.

ReinventionPrinciple 6

Thirty years of starting again

I started as a freelance network engineer in 1993, working with clients including IBM, Fujitsu Siemens, DEFRA and local government. Then web design and property. Then digital marketing and online courses. Today I build AI automation systems for businesses.

Each reinvention meant being a beginner again. What carried me through wasn't talent. It was knowing what I was building and pointing my attention at it, every day.

Focus on the future you're building. Where your attention goes, your life follows.

The method

One more round

I took one lesson from the Rocky films and never let it go: it doesn't matter how hard you get hit. What matters is whether you get up.

That became my rule. It doesn't matter how many times you get knocked down. You get up one more time, and you move forward. I call it one more round, and it sits at the centre of everything in this programme.

Go down seven times. Get up eight.

Why this programme exists

Because most people never get taught how to get up

Most of us are taught how to succeed. Very few people are taught what to do on the floor: after the redundancy, the diagnosis, the failed business, the years of drifting. That's when you need a system, not a slogan.

The seven principles are that system. I've turned them into a practical programme, taught live, so that you can use them without having to learn every lesson the hard way, the way I did.