Couple bring their militar y experience to a book on the use of mottos
A COUPLE from Ashbourne who have brought their military experience into the world of business have launched a book which examines regimental mottos and links them to the world of business.
Adam Fraser-hitchen and Amanda Foster, who live in Church Street and run a business development and coaching company, analysed the mottos of 21 military regiments, explained what they mean, and how they can apply to a business environment.
Adam, 49, a chartered engineer and army colonel, says the book, which is called “The Power of the Motto”, is aimed at encouraging business leaders to draw inspiration and motivation from mottos that have been used to deliver success among soldiers on the frontline.
He said: “The book has been in our minds for a while and comes from being in the military for a while and knowing that every regiment in the British Army has a motto.
“Since we stepped into industry two or three years ago we’ve noticed that many businesses have straplines.
“And those straplines are seen by the business as words and not lines to live your life by.
“Whereas the mottos are really deeprooted in the minds of the soldiers.
“They’re more than words and both of us have seen the actions that come from the belief in these mottos in the military operations we’ve been involved in.
“It’s about trying to capture the enthusiasm and that drive from a really small set of words to give a character of how you go about your business.
“Every one of these 21 mottos have a business application, so we explain what it means in military language, and then explain how you might put it into a business context.”
Adam says the mottos are aimed at bolstering the experience of senior leaders as well as developing junior leaders looking for a direction for their teams.
Among the mottos analysed in the book is the one used by the local Mercian Regiment, which is “Stand firm, strike hard.”
The book interprets this as developing the resilience to stand firm in the face of stiff competition in a bid to strike with effective and timely decisions.
To apply this to business, the book advises leaders to have confidence in their plan, stick to their path and to take active steps to control the delivery of each business outcome.
Amanda, 48, is also a chartered engineer and has more than 27 years experience within defence and industry. Her background includes a series of female leader firsts and high achievements.
The couple, who still have active roles in business, have recently moved their company, Dragonfly Directors Ltd, to Ednaston Business Park, setting up an office in the newly-converted former nursing home.
Their book, which is on sale on Amazon, priced at £9.99, will be used by the company when training, mentoring and developing the business leaders they work with day to day.