How to Rewire Your Working-Class Mindset

How much of your business is actually being run by the eight-year-old version of you?

Kieran James built Stryde from the ground up, but the real story starts earlier than that: a working-class childhood where food got stretched with oats and money was never quite enough. That scarcity mindset didn't stay in his childhood home — it followed him into every pricing conversation, every hiring decision, and eventually into a franchise opportunity that looked like the growth of a lifetime. In this episode, Kerian opens up about the moment he realized his business decisions weren't logic, they were an old survival pattern still running in the background, and what it actually took to notice it, question it, and choose differently.

Whether we like it or not, your upbringing will deeply impact your relationship with money and risk. So, in this episode, we dig into why "rising above" it isn't a one-time decision but an ongoing practice of catching yourself in the moment, and how Kieran rebuilt his pricing, his team, and his own role in the business once he stopped letting a childhood mindset make adult decisions.

What you'll learn in this episode:

(01:22) How a working-class childhood — and the small, specific ways his family stretched what little they had — quietly installed a scarcity mindset Kieran carried into adulthood.

(03:31) The difference between a scarcity and abundance mindset, illustrated through something as ordinary as letting your kids eat a nice snack whenever they want versus saving it "for the right moment."

(04:19) How that same hardwiring showed up in sales conversations, making him feel he had to fight for every prospect instead of simply solving their problem.

(06:37) The moment Kieran caught himself building a business case to lower a quote — not because the price was wrong, but because he could hear his dad's voice telling him it looked expensive.

(08:31) Why it takes a healthy leadership team to hold up a mirror to your inherited beliefs, and what to do if no one around you is equipped to challenge them.

(10:35) How an old pattern of "prove it before you believe it" led Kieran to burn £96,000 in year one while bringing in only about £3,500, and the lean-startup mindset shift that followed.

(15:06) How being blinded by a big opportunity let Kieran override the warning signs his gut — and his integrator — were already picking up on with a major franchise deal.

(18:57) Why letting go of control wasn't just an org-chart decision for Kieran, but a