Three decades inside the machine.
It domesticated me, too. Now I help leaders get themselves back.
Most leaders get domesticated by the organisations they lead. Wild Leadership is the work of becoming dangerous again. Not reckless. Grounded. Dangerous.
I am a writer, an adviser and the founder of Wild Leadership. Born on the edge of Generation X, I have been at the top of a business three times and left three times, not always when I chose. The last time was earlier this year, and I am building my own working life after the Big Job: writing, research, counsel and the things I make.
I started my career by threatening to turn up to a job interview in a Batman costume. I got the interview, and the job. I tell you that because it is the version of me the next thirty years slowly trained out.
I thought the deal was simple. Keep building, keep delivering, and the rest would follow. So I got good at it. I also got careful.
The reckoning, when it came, was a single meeting. A senior colleague tore into my team over things I knew were untrue, and I sat there and said nothing. I had been told beforehand to let him have his way and patch it up with the team later. So I did.
None of it felt like surrender at the time. It felt like being sensible. That is the part that should worry you.
It took me years to see what had happened, and longer to build my way back. The full account is in my essay, How I Became Domesticated.
My working life began in advertising in 1986. It has taken me through Saatchi & Saatchi, Ogilvy, start-ups and global businesses. I have built an agency, run a 200-person business through an acquisition, and sat on the main board of a private equity-backed consultancy. I know the pressure of carrying responsibility when the numbers, the owners and the people need different things from you.
Wild Leadership exists because I needed it and it did not exist.
Organisations reward the version of you that fits. Over the years the fit gets better and the person gets quieter. Wild Leadership is about getting the rest of you back and putting it to use: saying what you think, deciding what you can stand behind, and choosing what your experience is for. That holds while you are in the senior role, and it holds after it. The advisory work grew from the writing, because people read it and wanted to talk.
A consigliere is a counsellor: an independent adviser to the person carrying the responsibility. Chief executives bring me the things they cannot discuss freely inside their own organisation, an owner relationship that has turned, a growth commitment they do not believe, whether to stay. I bring the experience of having sat in those rooms, an independent view from outside the organisation, and the questions that help them see the decision clearly. Working with me as a consigliere.
Three pieces of work, made from the same belief.
Wild Leadership
The ideas and the vocabulary behind my advisory work, written in public since early 2026. A practical philosophy for using your power without losing yourself.
Gen X at Work
For the generation born around 1965 to 1980. You started work before there was a computer on every desk. Now there is AI in your pocket, and the career ladder turned out to have snakes on it. Put in your birth year and see your working life unfold: the world you entered, the changes you lived through, where your generation is now, and what could come next. It is the most complete and personalised account of Generation X at work I have been able to find: built from the data, the history and the people living it.
Wild Brands
A creative studio for good businesses whose work is more distinctive than their words.
I’m Scottish, and I have spent most of my adult life in London. I live in Kent with my wife, Caroline, and keep a boat in Surrey, close to water, weather and the kind of walking that clears the head. I have two grown-up daughters. They are the responsibility I take most seriously. Cooking is how I unwind. I train hard. I write every day.
I believe work should make people more alive. The most important job of a leader is to give people what they need to do the best work they are capable of. That takes trust and freedom, enough challenge, people they feel connected to, and a reason to think the work matters.
Good businesses start there. They make something people value, treat the people who work in them properly, take responsibility for their effect on the world around them, and earn the right to make a profit as a result. Profit matters. It makes things possible. It comes from doing the rest well, and it pays for what comes next.
I care about the human things that business language tends to flatten: belonging and friendship, dignity, nature and beauty, being useful, laughter, and doing work you are proud of. I believe there is a contract between a business and the people who give part of their lives to it, and that contract involves more than a salary.
The same holds beyond work. We get one life, and I don’t want to spend it getting safer, smaller and more edited. I want to use what I have: love people properly, get outside, stay curious, make things, take some risks, have adventures, and do some wild things. And if I can, leave the people I love, the places I’ve touched and the world itself a little better for my having been here.
The argument, laid out.
If you want the whole shape of it rather than the biography.
What other people born between 1965 and 1980 are going through at work, in their own words, with the evidence alongside. Including what’s happening to me.
A Field Note every week, with experiences and ideas. A round-up every month of thoughts, observations and things that might be useful. Unsubscribe at any time.
The domestication of leaders
Why capable leaders go quiet, and what years of self-censoring cost.
The Apex
Nobody has told you it exists, or what staying there costs. Narrower at the top than the bottom, and eventually everyone leaves.
Where shall we start?
Private counsel
An hour with me on the thing that is hardest to say out loud.
An hour. No charge.
Prefer to write? magnus@wildleadership.co
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