‘The 4i approach turns leadership challenges into conversations where anything seems possible’ 

Welcome to 4i Leadership, an approach which has the potential to transform Leadership within your organisation. We make this claim because for over 20 years we have been helping leaders to step up their leadership and we have witnessed first hand the inspiring breakthroughs that many we have worked with have made.

In our experience leadership and organisational transformation start with a conversation. One where the participants feel invited to join in. One where there are as many questions as answers. And one where live, experiential scenarios provide the basis for high impact growth and development. We provide stories, questions and experiences that our skilled consultants ask your leaders to match with their interest, energy and commitment. And whether they have 40 year’s experience or are just starting out as a leader doesn’t matter. Our approach provides a leadership philosophy and language that makes it accessible and transformative for all.

4i Leadership is a philosophy created from 20 years of working with a wide and varied range of organisations across the world. It was imagined by Ian Lock and Anthony Landale and contributed to by a core team of consultants who we partner with. We believe this current evolution of leadership thinking is our most powerful yet, and helps leaders to access new possibilities and start to apply them with focus and pace. With all of this in mind you may be pleased to hear that one of our key principles is to keep things simple. The 4i approach is just that. Here’s the summary:

Interrupt: when you notice that things are stuck or moving too slowly you have to be willing to challenge them. ‘You get what you tolerate’ is a useful maxim to hold in mind when thinking about your leadership. But what do you do when you suddenly realise that you are tolerating things that really frustrate you, and are holding your organisation back? How do you interrupt what’s going on in a way that is both powerful, useful and leads to something better? 

Imagine: but you also need a dream of something that could be much better. You’ve made an interruption and identified some things you are no longer prepared to tolerate. But that isn’t enough. Imagine how the future could be different, better, brilliant. Imagine having such a powerful dream that it fuels your ambition and energises others to join up with you.

Ignite: and most of the time you will need to bring other people along to help you create and build the future. This is about igniting enthusiasm and forging trust. Simply put, once you’ve imagined a better and bigger future it’s then up to you to ignite hope, possibility and excitement in the hearts and minds of others … and fan those flames until they catch alight.

Impact: so that together you can make the difference you want. Impact is the moment where your leadership starts to transform the people, the culture and the things that matter most in the organisation. Where you tackle the treacle that is so often ignored and which constantly holds you back. Where you can make an impact that moves the organisation forward to be fit for the future. 

We believe that these are the essential foundations for powerful and inspiring leadership. Through live conversations and experiential learning we accompany leaders on a series of workshops and ongoing interactions that leave them empowered to make a difference.

‘The leadership workshops we have run with Ian Lock Associates have been some of the most real, practical and life changing that we’ve experienced in the last 30 years’

 To learn more about 4i Leadership and how we can help you please get in touch here.

4i Leadership - Start a bolder conversation

Now available

The launch of a powerful new book, 4i Leadership, focuses on the pressing need for leaders to start having bolder conversations

No longer do leaders have to tolerate those frustrations that hold them back and accept mediocrity and short term thinking. Instead they can bring truth and straight talking to fuel new energy, forge trust and accelerate imagination

Written by Anthony Landale and Ian Lock, 4i Leadership is founded on the personal nature of leadership. Leadership, they say, isn’t something relevant only to the workplace; this is about how people can make a difference in every aspect of their lives. Based on 20 years of coaching and consultancy experience, Ian and Anthony focus on how leaders can shift their mindsets, interrupt their unhelpful stories, bolster their energy and, most importantly, have powerful conversations that lead to sustainable change and progress.

Packed with practical guidelines, compelling stories and real-life examples, 4i Leadership focuses on the following essentials:

• Interrupt: leaders need to notice where things are stuck or moving too slowly and be willing to challenge what’s going on
• Imagine: but they must also be prepared to dream about what could be much better
• Ignite: and they will need to ignite hope and belief in others
• Impact: so that together they can make a bigger difference

Already making a bigger difference in organisations such as Sainsbury’s, Argos and Boots Opticians, 4i Leadership is proving to be an approach that appeals to big business

Praise for 4i Leadership

“For over a decade I’ve seen the positive difference Ian and Anthony consistently make to leaders and teams. 4i Leadership has enabled leaders across Sainsbury’s to interrupt what isn’t working and imagine new possibilities.” Simon Roberts, Retail and Operations Director, Sainsbury’s

“Quite simply the best insight into practical leadership skills development I’ve ever come across. If you are at all curious about leadership, then have the courage to read and digest the invaluable learnings in this book.” Chris Welham, CEO, Wadworth

“I really loved reading this book and found it so empowering. We have been lucky enough to work with Ian and the team this year and have benefited hugely from exploring 4i Leadership with our leaders and putting these techniques into practice during an extensive change period.” Helen Milford - Director of Retail, Sainsbury’s Argos.

“This book is easy to read and simple to understand. If you are not lucky enough to have Ian or Anthony as a coach then read this book. It certainly helped me be a much better version of myself.” Monique Carter, Global SVP People and Organisation, Novo Nordisk

“These guys totally demystify the subject of leadership. As a leader in a complex organisation I experienced some amazing results by using their techniques. My advice
is ... have those bolder conversations, focus on building trust, and above all, make the future exciting for you and your teams!” Stephen Beresford, Head of Marketing, REHAU

“This book is an engaging and truly thought provoking read which had me reflecting on and challenging my own leadership throughout. Reading this book is like having your own personal coach in the room with you. A must read for any leader who is wanting to build a high performing culture” Debbie Smith, CEO Retail. The Post Office

“After just three months, the impact of 4i Leadership on our top 50 leaders has been both dramatic and inspiring. The power of this approach is allowing us to see possibilities we never imagined.” Jonathan Gardner, Managing Director, Boots Opticians

“For anyone who has leadership ambitions, Ian and Anthony will encourage you to have forward-looking conversations about your own leadership, empowering you to own your individual success.” Meredith Pierce-Hunter, Director, Kew Foundation, Royal Botanic Gardens, Kew

“I loved this book – a great read with practical examples to get you thinking about your own leadership context” Susie Balch, Vice Dean, Advancement, London Business School

“Comprehensive in its range, 4i Leadership is an intelligent and insightful book about the essential foundations of leadership. It exposes the power of mixing deep conversations with empowering beliefs, and the impact one can then have on people.”
Stéphane Jacqmin. Head of Consumer Healthcare, Turkey, Middle-East and China Sanofi Consumer Healthcare

“The 4i approach is a simple but powerful way to help leaders answer the challenges of modern leadership. Whether you pick this book up as a standalone tool to support your own development or to help support change in your wider organisation, I’d challenge even the most seasoned leader not to find value in this approach” Madeline Shaw, Marketing Director, Boots Opticians

“I found your approach massively motivational and I know the team did too. We have a real sense that we can achieve anything at the moment”
Claire Singlehurst, Director of Relationship Fundraising Macmillan Cancer Support

“I was very impressed how this leadership methodology influenced my management team. Although being a very diverse, multinational team it enabled us to make a big impact on communication and cooperation within a very short time.” Josef Guggenhuber, Symbion AG, member of the supervisory board

“I’ve had the great privilege of learning to lead more authentically by working with Ian over a number of years – It’s wonderful to see him and Anthony put their practice onto paper in this gem of a book.” Emma Woods, CEO, Wagamama

“Working with Anthony was a joy. I went deeper into the “why” of my leadership than I had ever done before and re-examined everything in my life and work. It was rewarding, stimulating and brilliantly challenging. A new, unexpected, and incredibly exciting direction emerged. 4i leadership can be truly life-changing!” Kate Barker, Independent Brand Consultant

“Anthony and Ian continue to inspire leadership insight and practice with a brilliant simplicity and relevance that just works.”
4i Leadership will change your leadership and your life!” Sue Burrows, Former CIO