ABOUT

IAN NORTON

THE CONFIDENCE KING

People often assume confidence is something you acquire.

I’ve learned, through work, life, and lived experience, that confidence is what remains when you stop abandoning yourself.

WHERE I COME FROM

I’ve spent decades working with people under pressure,
from royalty and public figures to leaders, creatives, and entrepreneurs.

I’ve worked in environments where:

Presence matters
Behaviour speaks
And composure is not optional

Alongside this, I’ve trained deeply in coaching, NLP, leadership, etiquette, nervous-system work and embodied practice.

But credentials alone don’t create authority.

Life does.

WHAT I’VE LIVED

I know what it’s like to lose your footing.
To question your worth.
To rebuild after identity collapse.

I know what it takes to step back into your life with dignity, not bravado.

My work is shaped as much by lived experience as by professional training.

That’s why people don’t come to me to be fixed.
They come to be met.

THE WORK I DO NOW

I don’t teach confidence.

I work with people at moments of expansion,
when their life, leadership, or identity is asking for more
than their nervous system currently knows how to hold.

My role is to stabilise that moment.

To bring:

Calm where there has been effort
Clarity where there has been noise
Authority where there has been self-doubt

This work is quiet.
It’s relational.
And it’s deeply practical.

PERFORMANCE, PRESENCE, AND THE BODY

My background lives at the intersection of:

Presence and performance
Etiquette and embodiment
Structure and spontaneity

Some of my work is subtle and private.
Some of it is creative, embodied, and theatrical.

All of it is grounded in one thing:

Helping people feel safe enough to be fully themselves again and lead from there.

THE WASTED LIFE

I am also the author of The Wasted Life.

It is not a motivational book.
It’s a reflection on identity, worth, and the quiet courage it takes to take your life back.

Much of my work today grew from the truths explored there.

HOW I LEAD

I lead with:

Warmth
Precision
Humour
And standards

I don’t rescue.
I don’t perform.
And I don’t rush the work.

I believe confidence is not something you strive for,
it’s something you return to.

AN INVITATION

If you’re looking for hype, this won’t be your place.

If you’re looking for depth, calm authority, and work that respects your intelligence, you may feel at home here.

You’re welcome to explore working together.