Leadership
My early years were filled with volatility, uncertainty, and fear. The adults around me were often hyper-reactive, aggressive, or emotionally absent. As a child, all I knew was fear and anxiety. People, to me, were a threat—every single person. I coped by hiding away, distancing myself from others, and living in my own protective shell.
But at the age of nine, everything shifted. For five consecutive nights, I had a dream that would change the course of my life forever. In this dream, I saw myself on the other side of the world. One morning, I woke up, looked my mum in the eyes, and told her that I was going to move to “John Wayne country” (if you’re too young to know who that is, Google him!). When she asked why, I simply replied, "Because I don't want to grow up like the adults around me."
That dream became my internal compass. It awakened something in me—a realisation that a different kind of life was possible, and that I could create it. From that moment on, I was driven by a deep determination to escape the patterns of my environment and create something more for myself.
If any of these resonate with you, it’s time to uncover the often-hidden beliefs, emotions, and values conflicts that are holding you back. The first step is to start a conversation. Let's talk and see where it leads.
At 16, with no formal education and a literacy level that left me barely able to read, I took a leap. I left school and began working with my hands, earning £23 a week, half of which went to my mum for board. But even then, I could see an opportunity in the simplest of things. I noticed a local artist, Mr. Green, who had leftover wood scraps, and asked if I could take them. With those scraps, I began my first venture—making picture frames and selling them to anyone interested. My mum's cellar became my workshop, and I began creating a world better than the one I knew—one frame at a time.
That picture framing venture wasn’t an official business, but it was where I learned some of life’s most important lessons: the value of creative action, the necessity of taking risks, and the realization that "the more I do, the more I can do." This mantra became a key driving force for me, propelling me through those early, uncertain years and forming the foundation of how I approach challenges to this day.
At 17, I took another leap and moved out to work full-time voluntarily for a community/church project. It was an environment that demanded personal growth, responsibility, and accountability. I worked hard to raise the funds I needed to support myself, and I managed to live debt-free. During that year, I finally learned to read, completing my first book, The Lion, the Witch, and the Wardrobe. It was a huge achievement for me, and it changed something deep inside.
My second book was called Tough Love, and it was a game changer. It talked about co-dependency—something that ran deep in my family. That book gave me the tools to start freeing myself from the cycles of fear and dysfunction that had trapped my family for generations. I knew that it wasn't my circumstances that would determine my life; it was my beliefs about myself. And if I could change those beliefs, I could change everything. That realization—that my inner world would define my outer life—became the most important lesson of my life.
Starting my first venture in my mum's cellar at 16, creating picture frames from leftover wood.
Leaving home without an education, a clear plan, or any safety net—all driven by a belief that I could create something greater.
Meeting my best friend, Lesley, and now wife of 28 years. Lesley is my rock, the one person who believed in me when no one else did. Her support has been the pivotal point in my life.
Founding and running my own theatre company—Masterpiece Theatre Company—an experience that fuelled my creativity and passion for connecting with others.
Achieving my BSc Hons in Physiotherapy—proving to myself that the belief that I was stupid was, in fact, a lie.
Winning the award for Highest Achieving Student at Newcastle University of Northumbria (1993-1996).
Becoming mortgage-free at 38, building our dream home in the Northeast of England, and fulfilling the dream I had at nine—to move to the other side of the world.
Undertaking and leading one of the largest clinical trials of its type in collaboration with AUT and ADHB, published internationally.
Transitioning from physiotherapy to become a Performance Improvement Specialist, where I initiated, designed, and led multiple award-winning healthcare projects.
With this newfound sense of possibility, I asked myself: what goals should I set, and how would I achieve them? My goals were not traditional milestones. They were principles, ways of being, values I wanted to live by. But I knew that to achieve them, I had to leave behind the environment and the people that were holding me back. I had to find others who were living the life I dreamed of, and I had to be willing to face every fear that stood in my way.
I decided that if fear was the only thing stopping me, I would have to learn to live with it, even embrace it. If something scared me, that’s what I would do first. It wasn’t easy, but it was necessary. Fear became my guide—it showed me where I needed to go and what I needed to do to grow.
After reaching the top of my career in healthcare, I faced my greatest fear yet leaving the security of my career to start my own business. I wanted to create something that mattered—a company that would help others break through their own limitations, just as I had. Amplify My Potential Ltd was born out of that desire.
Through coaching hundreds of individuals, I’ve come to realise that nothing fulfills me more than helping people overcome the barriers that hold them back, align their lives with their values, and live authentically. My mission is simple: to help others discover their true potential and live the life they’ve always dreamed of.
Mark Watkins
Co-host of Adeption Global Chats
"What a 'firecracker'! Paul is positively contagious - a force for good and an alchemist who understands the way to create meaningful change is with and through people. He’s exceptionally skilled at coaching, facilitation, and speaking, with deep expertise in neuroscience and the hard science of change. Paul’s people-centred approach gets to the heart of the matter, unlocking the potential value of change. He’s a rare gem and an exceptional person. Just book him, you won't regret it!"
Andrea Crawford
Customer Service/Sales Tech Engineer Manager
"Having Paul as my coach for the past 6 months has been an amazing experience. After every coaching session, I feel empowered, inspired, and like I’ve had multiple energy drinks. Paul’s sessions are fun, positive, and incredibly motivating, with his clear communication and empathy shining through. I’ve grown as a leader, a person, and a colleague. I wish everyone could have Paul in their life< He’s made me a better person and changed my leadership style for the better."
Oliver Campbell
Customer Service/Sales Tech Engineer Manager
"Paul is a fantastic facilitator with the golden ability to enthuse an audience and make multi-day workshops dynamic and inspiring. His energy and authentic leadership can win over even the most disengaged participants. He’s so impactful that the term 'Birched' was coined to describe the effect he has—meaning to win someone over completely. Having worked with Paul, I can confidently say that he brings the same energy and authenticity to his one-on-one sessions."
Dean Barker
Chief Operating Officer at VENTSAFE
"Paul meets you where you need to be met. Even if it’s with a toasted sandwich because you’ve been too busy to eat. From there, it’s about deep analysis and reconstruction, helping you turn up every day as the best version of yourself. If you want to understand who you are, leverage this knowledge in a sustainable way, and communicate effectively, then #CallPaul. Thanks, Paul, for everything; excited to see what comes next!"
Paul Birch
Founding Director & Leadership Coach at Amplify My Potential
I was given a dream that transformed my life. Over the years, I’ve worked hard, faced my fears, and conquered inner battles to move closer to my goals. I’ve learned that if you want something badly enough, you will find a way to make it happen. It’s not about following the rules or taking the "correct" path—it’s about being willing to face your fears, take action, and never give up.