gordon tred gold

The health of many struggling transformation initiatives could be improved, by focusing on the four fundamental elements that many companies struggle with. Four elements that are so simple, and yet grossly underestimated by many, which are Focus, Accountability, Simplicity, and Transparency. This is FAST.

To distill the transformation challenge down to a basic form, unsuccessful transformation is undertaken by companies that are transforming in the wrong way (doing the wrong job) or are executing their transformation poorly (doing the right job poorly). In the worst case, they are poorly executing the wrong strategy (doing the wrong job poorly) – although failing to execute a strategy that could send a company to an early grave could be a blessing in disguise!

In his book “FAST”, Gordon Tredgold simplifies exactly what is needed in order to be successful. “FAST” is straightforward, pragmatic, and easy to follow, and will challenge you to think differently about the way you approach your business, your leadership and your life. It's been successfully used to turnaround failing projects, under-performing departments, and money-losing companies. This method of analysing all aspects of business and leadership has been implemented in large, complex projects bringing change in record time.

Watch a replay of the webinar where Gordon joined Rob Llewellyn to take a deeper look into the FAST principles.


Focus is about clearly defining the “What” – the transformation objectives. Some companies define the wrong “what”, which results in hefty budgets and workforces sent up the wrong road. A road that takes the organisation to somewhere that it far from where they should be going. Even when the focus is right, not all leaders sufficiently communicate the “what” to their people, or what success will look like. This results in ambiguity, confusion and other symptoms of poorly communicated strategy. So how do you ensure the focus is the right focus?
In the book, the section of Focus will help you distinguish what the “right job” is, and what success looks like to you. It is the first and most important FAST principle, because it determines your effectiveness. It will help you prioritise without over-extending yourself or your team, and help you arm yourself with the ability to achieve your objectives.


Accountability is about “who”. Who is accountable for doing the work? People are often expected to be accountable, but they don’t feel or realise they are accountable, or what is expected of them. So how do you ensure the right people are doing the right things and are held accountable?
Fully understanding the principle of accountability can help you discover the high cost of unaccountability and the immediate benefits of responsibility. The best strategies will help you claim accountability, and establish the best ways to expand a culture of accountability throughout a business. The Accountability section in the book will teach you how to seize control by learning how to prophesy your own success and make that an inevitable reality. Accountability begins with the individual, and is absolutely imperative for a healthy business.


Simplicity is about the “How”. Do we understand the problem? Have we clearly communicated the solution? – and is your approach easy to understand? Simplicity builds belief, which in turn builds success.
In the Simplicity section of the book, you’ll see how clear communication always ensures better progress and quicker success. It will help you understand why we typically resist simplicity, how we underestimate it, and how you can unleash its transformative power in ten steps. You’ll instil belief and confidence in your team(s) by learning to communicate simply and clearly, and ensure excellent performance by pointing everyone in the same direction.


Transparency is about know how far we need to go. How do you create a true and accurate measure of performance? Transparency aids fact-based decision making. Without transparency, we need miracles to succeed. Transparency is the progress that motivates teams.
In the Transparency section of the book, you’ll uncover why you are the heart and the head of your business, and how you can use this to your greatest advantage. Gordon shares the risks and benefits of transparency, and shows you how to differentiate between the two. It isn’t enough to work hard and focus on the right job; you have to understand how to track performance and measure results, further enlightening and motivating the people surrounding you. By mastering this last principle, you will be able to fully execute the FAST strategy to your best advantage, regardless of your industry.


While some involved in the world of digital business transformation are only interested and involved in technology components, those charged with the overall orchestration need to take a far more holistic and strategic view of the undertaking. They need to focus on achieving both efficiency and effectiveness – two words often used interchangeably, yet knowing their difference and pre-requisites to achieving them is vital. When you increase both your effectiveness and your efficiency, you achieve excellence – the result of doing the right job extremely well.
Your implementation of all four interconnected principles – Focus, Accountability, Simplicity, and Transparency, will increase both your effectiveness and your efficiency, thereby ensuring excellence.
Watch a replay of the webinar where Gordon joined Rob Llewellyn to take a deeper look into the FAST principles.