Unlocking Value
Unlocking Value is designed to give founders and owners of professional services firms more confidence when they're working toward an exit or thinking about taking on investment.
Across six episodes, our host John Howard speaks with founders, investors and advisors about the moments that define the transaction journey - how to get ready, what to expect and how to succeed.
We cover everything from value drivers and team alignment to investor expectations and life after the deal. You’ll hear from people who’ve sold their firms, taken minority investments, stayed on, exited and started again – and from those who advise or invest in firms like yours every day.
Unlocking Value
Episode 7: Justin Langford - Watermelon KPIs, Moneyball Thinking and Scaling without External Investment
In this episode, John Howard speaks with Justin Langford, co-founder and CEO of Coeo. Over nearly two decades, Justin has grown the business from a two-person start-up into a consultancy trusted by some of the UK’s largest organisations.
Justin shares the key chapters in Coeo’s journey, from proving the model and scaling cautiously at first through to shifting gears and adopting a private-equity style playbook to accelerate growth without external funding.
He explains how the firm has built long-term value through its talent academy, international expansion, and a culture of learning and codified delivery frameworks.
The conversation also explores Justin’s approach to data-driven leadership, including avoiding “watermelon KPIs” and applying a “Moneyball” mindset to consultancy performance. He reflects on navigating a co-founder exit, evolving his role as CEO and keeping the energy to lead after 18 years.
Host: John Howard, Partner at Garwood Growth
Guest: Justin Langford, Co-founder and CEO at Coeo